4 Lessons From Selling $4 Million (3 Truths & 1 Lie)

So I made $4 million and some lessons that stuck to me, 4 specifically. This video starts with a lie and it ends with a truth. So we're gonna start with the first one. For the first lesson is actually a lie. So that is evergreen. So that evergreen offers, I believe in my experience after selling $4 million, doing this thing for a couple years, It's not true. So having an evergreen offer, it sounds really good, right? You pin it in your bio, it's gonna do well, people are gonna buy it and then just get more traffic, people are gonna buy it. That doesn't happen after month 3, maybe month 1 it does. You know, every time you launch an offer, it does fairly better than the rest of the months that come after. Month 1, it's fine. Month 2, it's not that fine. Month 3, you realize nobody buys. Like you have it in your link in bio, but people don't opt in. And it's 'cause, well, offers die. People get this, I call it T-Rex vision. Audiences get T-Rex vision. So if you've ever watched Jurassic Park, do you remember what people did when they didn't wanna get caught by the T-Rex? They just kind of stopped moving, right? And then the T-Rex just didn't notice and kept walking. Same thing happens with offers. If you stop moving, you stop changing things, Think of your audience as a T-Rex. This is it, guys. This is what's gonna get you to the main goal. And then next month it's another one. It's like, yo, what's going on, right? I thought this one was the main thing, but now this is the main thing. So which one is it, right? So it's confusing. I think bundling and unbundling allows you to beat the evergreen lie. but also allows you to keep congruence with your audience. So for example, if you sell your entire coaching thing or your entire offer like this, but one month you said, you know what guys, instead of having everything this time, I'm selling only this segment, only the trainings, right? For people who can't afford or don't want to afford the entire package, because let's face it, people don't consume your things or mine or anybody else's. Like, you know, the completion rate on courses is actually pretty, pretty low. It's like below 10%. Some people— I had a call with a guy yesterday. He said he sold like 5,000 people on a course, and he said that it was like €2,000 course. He said that only like 85% of people even opened it. Like, there's 15% of people that opened a €2,000 course, like, that didn't even open it. Like, that's what happens. People don't consume things, but some others do. Right? Some people actually use it. So unbundling just the trainings part of that, it costs you very little. It costs you very little because you just have to give them access to wherever you host your things, and that's a different offer. You just successfully unbundled it. Let's say calls, right? If you have ever been part of or run a group coaching operation, You will notice that people do not show up to calls. Like, it just doesn't happen a lot. And then it's like, it's just you and it's kind of sad. Or sometimes people show up and it's just kind of the same ones, but a lot of people bought the thing but they don't even use the thing for whatever reason. Well, it makes sense for you to sell everything except for that at a different price. And then it's like, guys, if you don't want the calls, then you don't have to buy it. Now this month or this week, I'm opening whatever you want to call it, and it's not 4 components bundled, it's 3, right? And it's a different price. Call it something else. You just successfully did what the barista did to coffee. You're introducing something new. And this is infinitely repeatable, right? Think if you have plenty of trainings or plenty of offers or material, then every single one of them could become the offer of that time, right? And what I've noticed is that there's a separate benefit coming from this. I guess this is lesson 2.5, and it's when you unbundle things, you get more buyers because naturally you're gonna sell it for less. So cheaper offers just convert more people. That's just how it goes. But what I've noticed is that a lot of people who want to pay for your stuff don't because— not because it's like too like ahead of the journey for them, it's just because it is too much. They don't want to get all the things. However, if you unbundle them, then it is the equivalent of giving somebody like a guest pass, the equivalent of giving somebody a test drive of your things. And there's a reason why car dealerships allow you to do test drives, because they know that if they do test drives, they will get more people buying cars. But what if the only way you had to buy a car was that you have to buy it right off the bat? Also through the website, right? Some people will get it, but some people won't. Most people won't. Like 97% of people won't. And by unbundling, you allow more people to see you by how good you are. It's often that people that I work with, maybe they ran sales calls before, and they say it's harder to convert people on the to get them on a call than to actually convert them on a call. And there's a reason for that. It's because when they see you on the call, like they see how good you are, but a call is a big commitment, right? So if you unbundle things, you make it easy to get started by taking things apart. Not only are you beating the evergreen lie, but also you're allowing yourself more chances at bat, you're allowing yourself for more customers to see what you got going on. And if you open that door, you simplify the offer, but you also get more customers who are one-time transaction people to get into clients, which are recurring transaction people. And bundling is the next one, because what you will find is that when people buy one thing, let's say they only bought, let's say a training, right? 80% of my clients personally come from somebody who bought a cheap thing, who bought one training or two or three, and then they saw, I want this, I wanna install this, and we move on to the next phase. So what do I do? I don't come up with a different offer. I just say, if you already got one thing, well, let's bundle it up with something else. Maybe you can buy a one-off call, right? That's a different thing. Or maybe they want more things and then we bundle everything together, right? Again, we're not inventing anything new. We're doing what the barista does. We're just taking things on and off. And that is what allows us to always keep our offer relevant. Now, lesson 3, and this one goes against a lot of what I learned personally on how to build an audience. So lesson 3 is consequences move people more than value moves people. I built a 220,000 follower audience, frankly, giving away value, saying, this is my script. Take it, follow these 3 tips, do it. I wish I knew this. And I would actually like tell them something like, do this verbatim, copy and paste it, kind of do it. This is what I do. And frankly, I got a lot of likes. I got a lot of thank yous, but I also got a lot of, you know what, let me install this. Let me try this on my own and then I'll get back to you. Let me, let me go with all the value you gave me. Let me try all your free stuff and then I'll upgrade into your paid stuff. Of? Some people did, the vast majority did not. And it's like a very big majority, we're talking 99 point something percent didn't. Which frankly, I don't consider that a good investment. Because if I'm giving away all this stuff, I have this phrase, I used to think that if you give the sauce away for free, people will pay you to cook it for them. I changed my mind. Now I think if you give the sauce away for free, they'll cook the dish without you. Frankly, because that's just what happens. You see that It's a horror story land. I work with a lot of people who have big, big audiences and they got 100,000 followers, 200,000 followers, and on the outside they're killing it. They're doing fantastic. Other people are like, man, I wish I had what you have, right? But they're not passing $5,000 a month, $6,000 a month. It's like, what's going on? They trained the audience to expect free things. So when the moment came to actually pay for something, the audience didn't have a reason to do it. Why? Because they already gave it all away for free. So in my world, I believe that consequences move people more than value does, and I have the data to prove this one. Every month I'll have Christian, who's my VA, he works with me, uh, collect all the emails that did the best or all the posts that converted the most, and I'll rank them. And to this date, I think Christian has been with me for like 4 years, I have not ever, ever had one email that performed better than a "this is going away" email, "I'm taking this down" email. Because in my world, because I have got the habit of bundling and unbundling things, I can promote infinite offers. I can promote infinite unbundled or bundled parts of what I currently do with clients. So I have no problem with coming up with multiple of them just because of how I think through this. And you won't either if you think through bundling and unbundling. That's why I think of it's such a useful frame. So if you constantly have this many offers, then you don't have any attachment to one. If you don't have any attachment to one and you have so many, then it allows you the option to cycle offers through. So one day you promote one unbundled thing, the next one you promote another bundled thing. And so you have the luxury that a lot of people don't have, that don't have this frame of cycling. You can take one offer on and the next week or next month, take it down and do it again and again and again and again. And that, what that does in my experience is it moves people. It makes people do things. Like, this is, this is pure psychology. It's people don't like losing things. They feel the pain of something leaving more than the gain of getting something. So if you constantly cycle them and you provide real, real consequences, as you can't buy this, this is going away, there's a certain cap, it goes away at a certain date, then you will notice that audiences just start moving more. Because they were so used to getting everything for free. Everybody's just giving away everything for free. Just watch all the videos that I got like around me, right, on YouTube. It's like, steal my stuff, like take this stuff. And I understand why they did this. It's just not how I do things. I don't do that. I take things away. And I feel that that's a more useful frame, especially if you want to build a business and not a show business, which is personally the kind of thing that I want to build. And cycling these things will move people more than value, right? So consequences, like when things are going away, people move. There's a reason why timers are still a thing, right? Not saying specifically you need to have timers, but having consequences around your business, as in there's no such thing as this is always here forever, like I'm willing to help you, but I'm not willing to help you forever. I think that's a useful frame if You're in the business of, well, making money instead of getting famous, which is kind of what I do. I believe, truly believe that likes save cash, and that's how I run my business personally. And the fourth lesson, making $4 million with offers, is cheap. The value of cheap things is very high to everybody involved. Cheap offers attract cheap people, but not always. That's the key there. I believe buyers, a lot of like really heavy buyers, people who have spent $30,000 with me plus, they are a lot like snowboarders at the top of a mountain. So the snowboarder at the top of a mountain, if they choose the wrong path, they die. So, it makes a lot of sense to provide kind of small trials that they can test so that they know that if you go down this slope, it's— you're going to end up in a good place, you're going to get what you want. And so the belief that you have to be the most expensive in the market, it sounds really nice, but in my experience, that's not a very useful thing to have because if you're the most expensive in your market, that means that less people trial you out. Less people have a chance to see how good you really are. So if you provide really cheap offers, what you're doing is you're giving that snowboarder a test of, hey, this is, this is kind of what you can expect. You're giving them a map before they get into the entire thing. And so what do they do? They feel safe around what you do because you already allowed them to test it. They've already gone through the path and they're like, you know what, I got something that I wanted. Where can I get more? Like, let's go, right? Whereas if you're like, listen, man, this slope, it's awesome, trust me, it's dangerous as fuck, right? It's gonna take a lot of time and it's gonna be tough, but trust me, you got this. Well, you're probably gonna get less clients than, hey, why don't you try all this out? See what it's like, have a test drive of the car you wanna get. If you like it, let's talk about getting it, right? It's a more natural way of how people buy. But if you only promote one thing, the most expensive thing all the time, then you're gonna realize that the audience you're marketing to is actually just minuscule. It's like, think of your audience as this blob, right? If you're only promoting one thing all the time at the same price point and it's high, you realize that the people who meet all those qualifications are like nothing. They're just like a small percentage. So I tell people a lot, it's, have you considered that you've only been marketing to 3% of your audience. You've only been marketing to like this bit. And if you opened up the floor with cheap offers, with bundling, with unbundling, with providing consequences so people actually move and like not have an evergreen lie, but have a truth, which is that cheap offers attract cheap people, but not always, you open up yourself to so much more. There's so much more inside of your audience that they want to give you. But you haven't made it easy for them to do so. And hopefully these 4 lessons, maybe you took something that will allow you to do so. So this is, these were 4 lessons from making $4 million. I share insights every day on how I do this on likesaintcash.com. You can see the link. And yeah, if you'd like to go there, well, that's where you can get a daily insight on how I run this business, making $100,000 a month. See ya.