Jeff Miller explains the client totem pole: a hierarchy where low-value clients respond to risk-free guarantees and quick fixes, while high-tier clients want dashboards, KPIs, and enterprise value. An HVAC firm targeting private equity might charge $50k per quarter instead of $49 per month. Success means matching your messaging to the tier you want.
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Let me just cover this stuff up and then y'all shall get some learnings and we'll probably solve this problem forever from now until the end of time. Real quick, let me grab this sucker right quick. I'm off screen so I can fix this for you. Let me introduce you all. To the thing that's gonna change your life forever, to the one, the only, the best in the whole world, my best friend, the client totem pole. A client totem pole is exactly what you imagine. It is a totem pole that represents bad clients at the bottom and good clients at the top. If you have no idea about the totem pole, chances are you are accidentally in your way into your industry, your niche, your clients, your customers. If you know about the client totem pole, you have much more purposeful approach to the type of people that you work with on a more consistent basis. What's interesting is that a lot of the irresistible offer stuff is not only the worst marketing and business advice You ever heard, but it also tragically and hilariously only appeals to the people that are the worst in their business. That is not at all the emphasis I was looking for. Here we go. Wait. Also not doing what I wanted to do. This is ruining it. Come on. Do better. I want a big old— damn, fucking horrible. Okay, let's try this again. Black. Here we go. That's what I want. So the irresistible offer stuff, the risk reversal, the guarantee that makes it easier to buy, um, by you know who, is by far the easiest way to always stay at the bottom tier and always have the worst clients in the business. If you are a person that is like, oh, I need an irresistible offer, I know you are at the bottom tier of your totem pole. If you are running marketing and advertising communications that talk about irresistible offers, you are attracting the people at the bottom of the totem pole. Again, it's a concept. Client totem pole. Great clients at the top, bad clients at the bottom. That's where they exist. Here's a fun exercise for everybody today. Get your keyboard fingers out. I want you to be thinking and typing. Be prepared for this question. Are you ready? I'm gonna start this sucker off quick. I'm gonna give you a marketing message that I know you've done in the past. And then I want you to tell me the kind of person that is like, oh, I want to buy that. You tell me. All right, if you get it right, I'll give you a million bucks. If you don't, you owe me a million bucks. All right, you ready? Here we go. This is the first marketing message. This is the marketing message brought to us by Russell Brunson and Alex Hormozi. Dan Kennedy, that kind of stuff, right? Tell me who this appeals to. Tell me the kind of client, the customer, the individual that is like, damn, I really like that. The risk-free, the instantness, the risk reversal, the identity. Are those clients that are massively successful, or are those clients that are massively unsuccessful? Which one do you think it is? I'm going to snap over to Instagram right quick and see got any commentary on there. Yep, yep. Someone says bunch of turds. Someone says the broke clients. Someone says people that can't afford shit. That's correct. So when you hear risk-free, instant risk reversals, identity-focused. We help the underdogs win. Those are by far the worst clients ever in the history of the world. Typically, they are these individuals, and maybe you started your marketing journey, your business journey down here, which I get. It makes sense. You know, we all weren't born with a silver spoon in our mouths, right? But this is the qualities and attributes of the individual. that is attracted to the idea of risk-free identity, all that, right? Another one, by the way, you'll hear is like freedom. You built a business for freedom. Why the fuck would you build a business to get away from your business? Like, that is the antithesis of why people build a business, right? Like, nobody who is wildly successful in business goes like, I'm so happy I could get away from this. They fucking love this shit, right? So if you communicate risk-free, If you communicate instant risk reversal, identity focus, we help the underdogs win, you are attracting underdogs who cannot have any appetite for risk. They typically have no margin, they have no team, they have no brand. They're the hustle bros. Think like 90% of Gary Vee's audience, right? They have no price that they can command in the marketplace. And they are very price-focused. They're usually one month away, and that's why you'll hear Russell Brunson talk about you're just one challenge away, one funnel away, 30-day sprint, 3-day sprint, that type of stuff. It's because they are literally just one month away. They are the brokest of the broke clients, by far, without a shadow of a doubt, the worst clients to work with. So when I'm looking at marketing campaigns We talk about this stuff, like I know we have a fucking problem right out of the gate. It is a bad fucking time. It's a bad time for the salespeople, for the offer owner. It's a bad time for fulfillment. You just no bueno. Interesting thing though is like from the marketing side, you get an ROI with the worst clients ever, right? So your marketing works for like a day. 2, maybe a month, maybe 2, and fucking the worst in the world. It's horrible, right? So that being said, we're gonna go over the highest tier, right? The highest tier business they could possibly talk to, possibly imagine. Here's a hint, they are the opposite of the bottom tier, right? I'm gonna show you what they look like and what they sound like and the marketing message that is interesting to them, right? Before I do it, I want you to imagine your brain parts what it could be, and then tell me in the Facebook chat, in the Instagram chat, in the YouTube chat, wherever you're just hammering, right? Give me some brain bursts of ideas on what you think— what do you think that marketing message could be? that appeals to the best clients? Like, what would be the opposite of this, right? We're trying to figure out this. What do you think this would be? And here's a hint, it's the opposite of the ones down there. What do you think is the overall marketing message and the idea that appeals to wildly successful businesses? You know, the kinds where shit just works. You You know what I mean? What would that be? What would those messaging messages— this messaging ends be? Uh, Dr. Alex says analysis, optimization, metrics. Quite possible, quite possible. What do you think, Sherry? Sorry, I'm never gonna get your name right. It's the internet. What do you think Would go right here. We got revenue share. Interesting you bring that up, Matthew. We got solving problems. We got enterprise value. William James P is getting it pretty darn well, right? Let's see what else we got. Sherry, sorry. It's been a while. Um, cost remediation, maybe, right? Cost reduction, maybe. I think we're, we're kind of pointing in the right direction, just haven't quite hit the bullseye. Um, I don't know what Aaron's doing there. Yeah, ruin the vibes for everybody. Here's what it looks like. Here is the toppest of tierists. And somebody nailed it. Enterprise value, leverage, automation, that kind of stuff, right? So William James P., well done, right? The rest are like pretty close, and this kind of hints at our understanding of the difference, right? So at the toppest of tierists, we're talking CFO, CEO wording. We're talking COO. That's like KPIs, channels, stuff like that. We're talking leverage, automation, but more importantly, how to enterprise value. That's like the big deal. So the fun part, by the way, is if you skipped this whole journey and you just tuned in from your Harvard MBA class, you're like, obviously it's enterprise value. What the fuck? Right? They just know that they went to Harvard School and they were told as such. Maximizing enterprise value, that's where it goes. And here's what's interesting, these are the type of businesses that it appeals to. So immediately we're seeing a framework right quick. If I start with instant results, risk reversal guarantee, I'm at the bottom, bottom, no margin, no brand, no hustle, no team, nothing. If I'm talking KPIs and COOs, I'm talking valuations. Oh, I'm having a great time. I'm talking to somebody that is looking to sell in 2, 3 years. Oh, that's fun, right? They are owning their growth instead of handing off to me, and they're like, let's talk valuation. The cool part about valuation, by the way, is it's so easily adjusted. Like, if you purposefully create a business that means to be sold. That means somebody like me can only 2 or 3 things, and all of a sudden your valuation goes up 2 or 3. Fun. So if I've got a normal everyday business that I'm gonna sell for a million dollars and I focus on valuation and I see a message saying, hey, I'll help increase your valuation, I'm going, damn, I can pay that dude $100 grand, my valuation goes up 2x or 3x. I pay $100 grand, I've made $2 to $3 million. See the difference? That is the difference, right? Now here is the interesting part. All right, um, so never ever do business with this guy. Done. Goodbye. I'm leaving you and banning you. And now is not the time, and I'm not playing this game again. Uh, one moment, fellas. Uh, you are blocked. So a lot of the questions are— sorry, a lot of the answers between tier 1 and tier 4. Tier 1 is the top, tier 4 is the bottom, right? Maybe that's the other way around. I don't know if the top tier and the bottom tier— a lot of the, uh, answers fell in this middle category, right? So I'm going to show you right here. Dashboard-driven growth, predictability, margins, KPIs, efficacy— not efficiency, but efficacy, right? Wildly different. You're gonna have to Google that to figure it out, but you can get the difference, right? Build and training, right? Dashboard-driven growth, we build predictability. This is that middle bucket, tier 2 and tier 3, also okay to be in. In fact, this is almost like a natural progression of how marketing ends up working because simply when somebody like me is going, why don't you just like show people that you're good at your job or do a case study or something like that? Like, duh, right? Why don't you make IG videos or YouTube videos? Duh, right? Why don't you have a margin or a dashboard? Duh, right? So the things that naturally we believe we should have naturally increase our client totem pole. However, we often are totally unaware of the fact that we are on a client totem pole. So if you do, it's almost like haphazardly or by accident, without like real structure, right? That's what happens pretty consistently with the people that I worked with. They go, oh yeah, I should be doing it. Yeah, that's how this works. Right, so here are the type of clients, um, that it attracts. So if I do case studies and walkthroughs, I'm talking to people that are like, I've survived, I've got a small team, I'm stretched super thin, I just need consistency. If I have my marketing message about efficacy building training dashboards, I'm talking to organized chaos, right? If I'm talking valuation, I'm all the way up here, right? Again, any one of these could be okay. You just have to be purposeful about it. There are plenty of people that built plenty of businesses on, um, helping bad people, and there are plenty of people that build bad businesses on top-tier clients. You just have to be purposeful, have an understanding. It's kind of like going to the gym where you're like, at least I know what I'm doing today. But that's how this is set up. This is the client totem pole. This is how you build an understanding of your communications and how they get placed on the internet and Instagram and why ideal clients listen to you or don't listen to you. So if I am going, I really want to talk to, uh, businesses that are doing $5 to $10 million a year, right, I am not mentioning this at all. At all. I am probably mentioning these things up here. These top 2. As a side note, this idea that you need case studies and walkthroughs is incorrect. You don't need them. You just need them for that tier. And when I do consulting and I tell them, look, you really just got to focus on higher-end verbiage and more mortgage Talk about dashboards, talk about enterprise value. You don't need case studies. You just need to communicate, hey, here's how enterprise value works. And if you are a blank business, here are the 5 or 6 things you need to focus on that increase your enterprise value. People say, how do you know that? You're like, because I read books. They're like, oh yeah, that makes sense, right? So again, you don't need case studies, you don't need risk-free. You just need awareness of the type of client and the tier of client you're going after. That's how this ends up working. Dr. Alex brings up the comment of like, so you're speaking to higher level solutions, you attract higher level clients. Correct. Higher level solutions are inherently more interesting to higher level clients, lower level solutions to lower level clients. That's just how it works. Very simple. So again, if you want to talk to this guy who wants to sell in 2, 3 years, you're not mentioning this. If you want to talk to this guy, you're not mentioning this. Figure it out. It's up to you. It's your journey, right? There's not a person in my programs I would even allow to do this. We don't do that. We only talk about this. Or this. That is why we have a student landing a $100,000 a month contract. That's why we have some people in my program selling their side gig agency for $400,000 after starting from zero 4 months later. That's why I have some people doing $100,000 days, right? It's because we focus on higher level stuff. Even the client I'm working with now that did $1.5 million so far in January We don't talk about this stuff down here. We only talk about this stuff up here. Very simple. Makes complete sense only after the fact. And if you're open to it— some people just go, no, I'm gonna be fucking stupid today. I'm like, hey bro, if you want to be stupid, you don't have to be on this. You don't have to listen to me. You can be stupid elsewhere. You can be stupid without listening to anybody. That's the cool part about being stupid. But if you want to be smart You have to listen to it. It's just how smart works. So let's get more specific, all right? Let's make this tailored to an individual industry, right? Because this is just like an interesting concept, right? I get it— KPIs, dashboards, I'll mention risk reversal. Like, okay, I fucking get I understand the concept, but the practicality is missing. So tell me your industry in the YouTube chat, Zoom chat, Facebook chat, Instagram chat. Tell me your industry and I'll pick one and I'll walk you through in front of everybody the tiers of your clients in said industry. And the marketing messages you should be having, and the marketing messages you should be avoiding, which is almost even more important. Right? So do do do do ask away. So we've got Alvin saying business to business manufacturing like plastic extrusion, right? Or cardboard manufacturing. Or metal-to-metal stuff, right? So that's one business or one vertical, right? We've got pain relief like rehab and coaching, physical therapy, roofing. We've got accounting, got a bunch of stuff. We got design and build firms. Cool. I was hoping for something fucking easy, you rat bastards. Like, holy shit. Why are you giving me hard ones today? Why can't you just pick one I already made, guys? Like, my God. Oh, it's gonna be fucking rough. All right, um, since nobody said the ones I was expecting— okay, way to knock me out of character, fellas. Um, I'll show you the ones that I already built out, right? It'll help. Fill in the gap because I can't do these on the fly. Right? I'm going to show you the first one right here. Who do you think this fella is? Who's this guy? What is he doing? Who is this fella? What business is he happening to be in? Somebody's got to know. What business is this fella in? Him, his hard hat, his AC unit. What industry is that in? HVAC. Thank you much. That's right, it is HVAC. Sherry, that's 100% correct. So let's take a look. I'll bet some of y'all have done this mistake a million times. You're on the phone with an HVAC company, um, and you realize that it ain't a fucking company, it's just a dude with a truck, and you're like, how the fuck is this guy in my fucking ads with like low-quality bullshit? And I'll tell you why, it's because you're running this type of stuff. Guys, remember when this was all the rage? Oh yeah, get 10 to 15 HVAC jobs in 2 weeks, you don't pay, we'll fill your schedule this month guaranteed. That is very much interesting to people. who desperately need HVAC jobs in 2 weeks and their schedule's so fucking empty that they need that shit to be filled. You have accidentally run this marketing message for yourself in the past and sat there going, goddamn it, why my ads fucking suck hot air today? You've done this, and guess what? Bottom tier clients. There's not a good HVAC business in the world that was like, get jobs guaranteed. I bet they're fucking shitty ass jobs, right? They know that, and the stupid ones don't. Stupid ones are like, yeah, obviously I need more jobs, right? Guys, no systems, no admin, no help, no CRM. He just quotes super low prices. Has a bad reputation. That is how this marketing message resonates in the marketplace. When you run ads like this, you'll get shitty effing clients, which is why I do not let anyone ever run marketing messages like this because they suck. Absolutely Suck. Not good for nobody. But you've run them because somebody else said run them, and they said sort wheat through the shaft and sell something and blah blah blah. Wrong. Absolutely wrong. Let's climb up one ladder. Let's go here. If I run a marketing message that says, "Hey, I'm gonna show you how to stop chasing price shoppers and start closing ideal clients." You're going to be talking to a very different person. Very different person. Who? This kind of individual. It's a guy with 2 techs. He's got some challenges, like there's a quality thing, but it still kind of works, right? He's got some local brand awareness. He's further along in the journey. He's got something because now Doesn't have to chase price shoppers. He's like, "No, man, I've been in the business for like fifteen fucking years. This price and the service is gonna cost eleven hundred dollars. The guy down the street saying it's four hundred bucks is lying, cheating, and stealing. His company's gonna ruin your stuff. You're gonna call me. It's just gonna suck ass. You're gonna hate it." And everyone's like, "You're right." That's just how it is. Welcome to business. If you want someone who has a dispatch. He's aware of KPIs, has a CRM, understands reporting, can delegate sales and operations, and is not a guy in the truck with a crew in the truck. Instead has a truck with crews that go out, he dispatches them. This is your marketing message: take control of your lead flow with data-backed campaigns that drive margin, not stress. So now we're talking margin. That is climbing that food chain pretty dang quick. Real quick. And ultimately, if we do here— do here, that's not a word— if we talk about turning your marketing into an asset that private equity can value instead of gambling— oh, that's interesting, because I want to sell my business to a private equity company. Cool. Who wants to do that? People in multiple locations, people have team. They do trades. They're seeking private equity partners and valuation. This is the higher tier stuff. Still HVAC. You just climbed up and down those rankings. So if we know this, we can control it. Again, we're just climbing up and down the rankings. If we know it, we can control it. If you want to work in an industry, cool. If you want to work in a client tier, now that's cooler. That's how this stuff is supposed to work. It's not necessarily the industry, it's the tier, it's the ranking. Because I'll show you over here, this is fitness. We've got a bunch of fitness clients that I coach on a weekly basis. I look at their ads all the time. When they run an ad that says drop 10 pounds in 10 days, no cardio, no counting, just results, that is attractive to the worst, worst type of client. They can't take instruction, they don't know how to communicate, they just barely make it through the day, they're fucking dope addicts, dopamine Kind of stuff. These tend to be just horrible people. They're dieters, emotionally reactive, easily discouraged. That's the worst. You don't want to work with these people. I mean, look at the difference, right? We have high-performing professionals build energy, focus, and strength without living in the gym. That's much better than drop 10 pounds in 10 days, no cardio, no counting, just results, especially if you're trying to sell something expensive. So now that I've got everybody's attention, I got a question for you. I want you to get those keyboard fingers out. I got a question for you. Who do you think is the top tier, the top client, the best client for Physical fitness coaching. Give me your thoughts, feelings, ideas. Who are the best clients in the physical fitness health coaching space? Just give me a couple sentences, whichever way you know how to communicate the best clients. I'm looking for your thoughts on this right here. Tell me what you think is right here. If you're in the health space, you kind of have an idea of it. If you're not, we have no clue. Uh, by the way, Gina asked a great question. Does the service offering change per tier? Possible. But I'll tell you what, I know people that charge $50 grand per quarter for Google Ads for HVAC businesses. $50 grand a quarter, that's insane, right? That's $200 grand a year. What the fuck? Do you know why? Because they work with HVAC businesses that use and understand private equity, and they want to sell to private equity. So they spend $200,000 on a guy or a gal who's been studying the way HVAC businesses get sold to private equity, knows that the missing piece is having a sustainable marketing program with team, with KPIs, with the reporting that plugs into a system that already meets and matches the requirements of private equity company. So you could argue that it's different, but, um, I don't know if it is, right? So Sherry says high performers in business, 'cause we're trying to figure out this thing right here, possible. We got Matthew saying professional athletes. We got Dr. Alex saying blood lab values, longevity, health, mental focus, energy. Okay, gimme one or two more. What do you think would be in this missing box, this missing tier? Again, this is the highest tier of health coaching. What do you think it's gonna be? We got athletes. That's an acceptable answer, right? That was mentioned a few times. We got guidance around support for decision-making around exercise routines, time efficiency, and questions around aches and pains. Let's take a look. Let's see what's behind door number one. High achievers, pretty close to athletes, executives, biohackers. That's fun. People invest in health as an ROI decision. What's interesting is when you mention health as an ROI decision, these are people that make enough money that when they get sick, it's a fucking—it costs them, right? If I'm making ten dollars now and I get sick for a day. I lost $100. If I'm making $1 million a day, I get sick for a day, I lost $1 million. Think like people who travel a lot, people who give speeches, executives, board of directors. If I'm about to go present as the Apple vice president of technology manufacturing and I have the fucking sniffles on game day, see what I mean? That kind of stuff. So it's pretty close, but we're talking high executives or high achievers, executive biohackers, that kind of stuff. My next question for everybody here is, what is the marketing message? What's here? What do you think is the wording, headline, text? What do you think? Goes here. What wording and text do you think? What marketing message? Again, this is the people that buy it. These are the words that are interesting to them. It grabbed their attention. They're like, oh, I'm interested. Let's, let's talk about me buying some of your stuff today. What do you think goes in this box? And if you don't know, that's cool. Just say, I don't know. You learn a lot when you say you don't know. So what do you think goes in this box, which is the highest tier, the highest level marketing message, the best clients for health and coaching? Got a hand raised saying you're one decision away from feeling 10 years younger. Possible, possible. What else do you think, fellas? There's something. There's definitely something. What do you think it happens to be? What do you think is in this missing bucket? Performance is declining. Optimization. Longevity. Mental health focus. Cool. Let's take a look. Pretty close. We help high performers master body comp, energy, and longevity with data-driven systems. This is wildly attractive to high-tier individuals, also pushes away lower-tier individuals. If I'm a dieter, I'm overwhelmed, I'm emotionally reactive, I don't track anything. I'm easily discouraged. I, in no way, shape, or form, would ever be interested in the words at the top right. If I'm a high achiever biohacker, investing in health is an ROI decision. I am in no way interested in dropping 10 pounds in 10 days because I know it's all about water weight. It'll wreck me for 3 or 4 days. Dehydration is super unhealthy, and I'm in it for the long term. So again, Your marketing message determines where you are in this client totem pole. If you mess up the marketing message, you mess up the client totem pole. That's how that stuff works. We'll do another one. We'll do one more and then we'll call it a day. Uh, what do you think this clump, this industry, uh, this chart here. What, what do you think this is? Because we just said HVAC, we just did personal trainers. What do you think this little light bulb means? I think the hint is like eureka, right? What do you think this represents? Consulting. Yeah, I'll, I'll agree to that. Like knowledge work, coaching, that kind of stuff. So if you're in a coaching business, this is particularly influential to you. And what I've discovered is the vast majority of businesses that I work with and have client success are actually in the coaching game. I have clients that spend $5,000 to $10,000 a year on their health. I have friends that spend $5,000 to $10,000 a year on their health. It has almost nothing to do with the vitamins, a lot to do with the coaching consultant that comes with it. Like, they just wanna talk to and have access to somebody who's wildly successful, an expert in the field. So let's start pulling this baby apart. This is the coaching game or the coaching industry. If I wanted to appeal to a client who has no industry, No offer, no clients. If I want to appeal to the individual that consumes $10K a month content, buys fast, and they need fast promises, what do you think I should be saying in my ads, in my emails, in my text messages, on my Instagram, on my YouTube, about my in-persons, with my long form, with my short form, with my writing? What do you think I should be saying to appeal to this individual? Here's a hint: you already know it; you're just not willing to admit it. Been hiding that deep inside because you don't want to admit that you're accidentally doing it. You like to blame the people who respond to your ads. What do you think if I wanted to appeal to these people? What do you think? I should be writing. What should go right here? And here's a hint about speed, risk reversal. It's emotional, right? It's urgent. It's motivational, right? It's like Russell Brunson 101, Alex Hormozi 101, Dan Kennedy 101. It's like, it's rough. It's real rough. You know it, you're just unwilling to admit it. Take a look at this. Get your first 5 clients in 30 days, zero falls, zero experience. Oh my God, Becky, look at that bad messaging. This is widely attractive to the worst client. If I'm writing that, it says get your first 5 clients in 30 days, zero falls, zero experience. I'm talking people who have zero followers and zero experience that want their first client. You need to do it in 30 days, otherwise they lose their fucking house. They come to me and say, I've got no niche, I've got no offer, I've got no clients, I need to make money immediately. Rough business to be in. Real rough. Look at this one. We help coaches get consistent clients every month using automated lead appointment systems. Okay, let's help create our client, right? Who are we talking to? They got some sales, they're inconsistent, it's like a one guy doing everything manually. They do a lot of organic but they want predictability. This is the HVAC person but as a coach with a digital product or a coaching program or whatever it is. Higher tier, a lot easier working with these people. Install marketing systems that generate predictable revenue without burning out. Oh, that's interesting. They already got consistent income, they want structured processes, marketing systems don't require constant hustle. Cool. And then the highest tier Scale through team systems, client retention, infrastructure automation. I know the people that communicate like this, they tend to be the, the coolest, calmest cats in the room. Like, I've got a team, man, I've got a system, it's all good. I got client retention through infrastructure, which is a whole new bag of cats for most of y'all. Again, client retention through infrastructure— the way you do things naturally keeps clients for long term. How interesting is that? Very different than the guy at the bottom. Very different than the guy at the top. KPIs, scalability, exit values. So when I'm running my ads, do you think I'm talking to the bottom people or the top people? That's just how this game works. Easy peasy lemon squeezy. Not too dang hard as a concept, but if you simply were unaware of the concept, you're getting pushed back and forth and you're letting your ads manager dictate your business instead of your clients dictating your business. Another way of saying this at the top is the following: the success of your business is a function of your clients. So if you have very bad, bottom-tier No good, no nothing clients. You will have a business that is bad, bottom, no good fucking success. Again, without regard to the industry I'm talking about, it's the tier. So here's the mistake. Everyone keeps saying, damn, I need to switch my industry. I need to switch my niche. That's what everybody is doing. Like, oh, the HVAC, it sucks. I need to do personal training. It sucks. I need to be a coach. And they just rotate again and again between different choices. What they're forgetting is that each time they do it, they are only appealing to the worst of the clients. Literally the worst. That is the answer to your question, Sherry. It's not about the industry, it's about the tier of the clients. And that's why everybody gets all flustered when they're like, I just heard about another HVAC business that just got sold to a private equity company. Uh, this sucks ass, man. Like, why is it that my clients are just fucking horrible? Because your marketing message is bad. Well, I've tried 10 different niches and industries and and marketing just sucks. It's 'cause you're marketing to bad clients. Well, I have 10 clients and I run out of time every time and I can't afford to hire a team. 'Cause you have bad clients. Your business is determined by your clients, no other ifs, ands, or buts. It's determined by your clients. If you have bad clients, you'll have bad business. It's not about the industry, it's about the tier. I don't care if you're running, I don't care if you're in yoga, I don't care if you're in coaching marketing or coaching finances. It don't matter. It's whether or not you can talk to, appeal to, and communicate to the higher tier clients. If you do that, then all of a sudden you're like me saying every industry works. You just got to learn how to talk to the right industry. That's the fun stuff, right? So again, why higher value buyers speak a different language— you know why, right? They buy systems or enterprise or private equity or high-performing master body composition or client retention infrastructure. That's the type of good stuff. Here's the fun part. Here's the kicker. Even if it's a bad client, they'll step up real quick. Real fucking quick. So that's the lesson for today. I have about three minutes and then I gotta bounce and run off to another meeting. Do you have any questions, comments, concerns? Thoughts or ideas on what we just went over, which effectively was how to speak on the internet. So the ideal clients, the ones you actually wanna work with, raise their hand and go, okay, let's effing talk. As a side note, I have a client that's selling $7,500 packages to postmenopausal women that want to lose weight. He's doing it 2 or 3 times a week. I have another client also targeting postmenopausal women who want to lose weight. that cannot for the life of them sell anything more than $49 a month? Do you really think it's because it's postmenopausal women? Do you really think it's weight loss? Do you think it's because the tiers of the people in that industry? So again, higher the tier, better the business, everything works. Lower tier, the worst business. everything sucks. You just have to be conscious of this and understand the difference. What's the pricing jump per tier? I have clients doing $50,000 every 3 months for Google Ads for HVAC businesses. Like, isn't that wild? Life becomes a whole lot easier. I have clients doing $7,500 packages for postmenopausal women. I have clients doing $7,500 packages for high-performing men that want their body to finally match their business? It all depends. But the horseshoe and hand grenades— it's higher the tier, higher the price point, higher the happiness. Thanks for opening a different perspective. I was constructing my messaging. That was fabulous. I'm happy for you, dude. Let's see what else we got. Matthew, um, you asked for a DM, so I sent you a DM. Don't, don't pussyfoot around that shit. All right, this is going on on YouTube. Nicole says, how do you find the better tiers? Uh, well, research, understand, figure it out, put some real effort into it. Um, the answer to the question is highly likely going to come from good old-fashioned sitting down and reading, thinking, problem-solving, communication, critical thinking, that kind of stuff. There is not a button to click, there is a thought process to follow. So you have to sit down, have conversations, and the shortcut of all this is if you read the Harvard Business Reviews, you'll naturally be exposed to the higher tiers and all going to work out in your favor. So ladies and gents, I gotta boogie off because later today I'm placing a CMO with a company that's doing $10 million a year, right? Interesting, right? That's different wording and verbiage than it is just placing an employee or hiring or helping somebody hire, right? So that said, I gotta boogie off. Peace out, everybody. Bye.
