5/11 Personal Brand Blueprints

But this is what we're going to walk through today. Here's what I need you to do. I need you to open it and then create your own, like, copy, like create a copy of it instead of like going into it, you know what I'm saying? So file, you go file.

You know, I know how you want me to send you this, just the copy link. That way it is a copy already.

Yeah, whatever. Yeah, sure.

Well, put it in there and then, and then I'll grab it.

Oh, we have a PDF. Is it clickable? Does that have clickable links? I'm tripping. Yeah, we do. All right, we're good, we're chilling. Oh cool. But if you guys want to like type in and stuff, uh, for that, let's make it a—

let's make it a copy. If you, if you cut and paste it, put it in the chat, and then at the end where it says edit, delete, delete, delete, so you get to the slash, you just put copy at the end and then it makes it a copy. Link.

Okay. Yeah. Yeah.

Like delete, delete, delete all the way to the end.

All right. Inner Circle fam, welcome to the Personal Brand Blueprint Workshop. This is intentionally placed early after there's some enrollment. Obviously all of Inner Circle is always invited to everything. But there is, there is a priority for those that just really recently enrolled, or if this is your first Personal Brand Blueprint. That's so good. City Light logo. And, um, real quick, would love to hear a couple of, like, if you guys any life business wins, some, some moving, you, something you're doing, something you're working on, just real quick so we, we could start with a, with a nice high. I like starting on a high and then we'll roll into, uh, what we have today. My man Jonathan, what's up? There you go. Yeah, there you are. Oh, you there? There. I hear you. There we go.

Okay.

Sorry.

Uh, yeah, so we started, uh, launched a new ad campaign running to an updated VSL landing page this weekend and, um, already have got 3, uh, 3 calls booked off of it just within like 36 hours. So, um, pretty excited about that. Moving in the right direction. So.

What's your, uh, what's your offer?

Uh, so we do a financial rebuild. It's a one-time deal, um, $1,000. We go in, restructure churches' finances, processes, uh, cleanup. It turns into usually like some contract work with doing cleanup work hourly, um, restructure, customized reports. And then I get 3— we do 3 coaching calls at the end, which are basically just 3 additional sales calls with me and the senior lead pastor, because our, our minimum offer is like $6,000 a year, and our, like, we see about an average of 5, 5 years with clients. And so, but our average is about $24,000 a year. So it's just basically a, we make $500 for you to jump on 3 sales calls with me and get, get a chance to convert you.

So yeah, I love it. Love it. Jamara and Manny. Hey, okay, so last Monday I cold emailed an industry giant, right? Somebody who knows everybody. And I said, hey, I've got this going on, I'm curious if I could pay you basically for a couple hours of consulting. And essentially we got on a call, he just scheduled me to be on his podcast, loves what I'm doing, wants me to do a build out for him because I do automations and follow-up buildouts for opera of transportation companies. And he already started plugging me in with some people directly who have been stalling me and not replying my emails. So, shoot, just one, one connection, one degree of sep— one degree of separation. So good. I love that. I love to hear. So I, I know, like, I— you're in the Inner Circle, you'll learn all the, all the things and the tech and making cool videos and personal brand this and all that, you know. But when it like comes down to it, it's like relationship. When it comes down to it, it's like human to human. When it comes down to it, it could be one person that just opens up the next level in your business. And, um, that's why I never, I never minimize when something, I mean, for those that you guys like run online offers and stuff, something I just give myself permission to let you guys have permission to is, is I create a context. This is what I believe most online offers should do. I create a context for people to experience breakthrough. Now I have my, I have my ways of guiding you in what makes your mind turn, give you strategy, give you things that you could be doing. And then you bring in like some of the things like that you're working through, whether it's videos. Tomorrow we got content hot seats. Q&A, obviously, if you're like working on your offer, like I'm— that this is where the coaching comes in. But breakthrough, sometimes it's just— that's why it's hard when people are ready for their Freedom Award, when they, when they make their investment from joining the program back. Ruby just said, I'm going to get the Freedom Award. Is that sometimes it's like, I love that I was a part of it. There's no way in heck I could take full credit for the breakthroughs that take place. And everyone has different breakthrough. And that was freeing for me, guys. Like, when I freed myself from projecting or forcing the breakthrough I wanted for you guys. And when I say you guys, I mean like the people that have come before you. I felt like if they weren't winning my way for them, then they weren't winning. But I had self-awareness I grew in my self-awareness that when I joined other stuff, I was winning and it was very indirect to much of the things I was learning and it wasn't directly correlated to why I joined something. So like when I think about why I joined Myron's offer in the first place, the one thing that stood out in his offer was he'll co-author, we'll co-author a book together. And the way he present, how does that sound? It says your book, forward by Myron Golden, and then every chapter we write together. And I'm like, during the offer, I'm like, this is crazy. I, dude, I was in his program for 2 years. I didn't— ask me if I took him up on that. No, I didn't. And it's— it was more— I realized it was the mindset, it was the becoming, it was the implementing, it was— it was so much of those things. And, um, I always want to give you guys the just, just want you to know, like, you, of course, this coaching program is around— oh, sorry. Uh, the coaching program is around unlocking infinite content, ushering into intimate conversion events, and then crafting or delivering your irresistible core offer. Like, those are the 3 pillars. And then there's, there's things around that. Some people have offers that have in-person elements. Let's talk about it. Some people have— want to just focus on short form. Let's talk about it, you know. So I just I want to share that. Uh, Jenny, what's up, Jenny?

Good morning, everyone. Happy late Mother's Day for those mamas out there.

Let's go.

I am so excited because I was terrified. I have a 2-day event coming up. It is a business collective where we go over formation, legal, HR, all of the foundational pieces that business owners need to have. And I had initially piloted it when I was at the chamber. I was the executive director of our Chamber of Commerce. Um, I came into my own business now after a year at the chamber, and I was terrified to do it. And your coaching, just in these last few weeks that I've been in it, has really opened my eyes as to how to structure it to build a community around proximity of people who think the same way. And so over the weekend, my, my initial offer was $397 early bird, $497 for the 2-day collective. After having watched one of the masterclasses, one of my girlfriends, Suhe, who's on here with me, she was like, it's not enough. It's— there's so much value that you're bringing. And I was again, scarcity mentality, all of the blocks that we put in front of us. I put an $897 offer. So that's the executive. And I did a— you guys, $1,497. For the 1%ers, where we'll do a dinner and we'll do more of a one-on-one coaching. And it's terrifying every single day that I think of it. I've been up since like 4:30 in the morning going, okay, what do I watch next to make sure that my mindset stays where it needs to be? So that's a win.

Yeah. Oh, love it. I love it. It's going to take, it'll take time, but what you're going through is, uh, part of it is like pricing psychology. And you said it, I think you said it so well. You said you, you, you have the $14.97 for the 1%. You, I think sometimes, and I, I, I come from being a cheapo freepo kind of guy, right? And, and I realize it doesn't really serve people at the highest level. Um, But sometimes pricing is just giving people an opportunity to operate in the person they currently are. Yeah. That, that's, that's sometimes that's all that pricing is intended for is I'm having this price, like you said, simply for the people who you're giving a person an opportunity to either operate in the way they think and, and, and because if it's not that, if it's not above a $1,000 price point, there's a person that's like, oh, it might, it must not be intimate enough. I don't know that they, that we have, we all have these internal dialogues. Yeah. So when I think about like when, if any of you guys throw an event and the only reason to add a second tier, the only reason is to just allow people to identify themselves as that group, or I want to pay for the best, or I want access, or they, you're giving value-based buyers opportunities to buy from you. And I don't know, check if he's already here. Um, and having, being, uh, you know, value-based buyers are you, they might, they're usually the ones that ascend, which is like interesting enough. Like, uh, is, is anybody in this room, they were in GA, they were just a GA ticket. You were just, you, Jamar, you didn't have VIP? No, you were VIP. Like, yeah.

No.

Isn't that interesting that, that people who just bought GA, they, I mean, they, they didn't, I don't, I don't know how many people we could find that out, but like I did the Masterclass to Money downsell, but no, it was the VIP room. And, and so a lot of the times that's that, you know, it's those people that are actually going to ascend with you. So I love that way to, way to Put it out there and then guess what? Here's what's beautiful about creating new offers. That's why it's like one of the most powerful things you can do is once it's created, you have it forever. And, and, you know, in, in the, in the world of having leverage where you don't feel like you have to sell, you know, and, and I think we all have a journey in that, you know, figuring that place out. Is once you create an offer, you have it forever. And if no one buys, sweet, you don't have to do anything. Like, it's one way to look at it. It's just like, oh dang, I was losing my mind over that thing, but I don't have to do the one-on-one thing. I don't have, like, I think that, and I got a lot of that thinking from Myron. I really did. Just, You know, dude, if no one buys, hey, we're still going to do what we're going to do. We're still going to put out podcasts. We'll create something else. I mean, and so anyways, thanks for sharing that. I think that helped a lot of us. All right, let's jump in today. Here, I want to give you guys as much back and forth time as you need as we go through some of this stuff. So these things are just going to guide us, the things we're going to walk through today. What I like to think personal brand blueprint workshop calls are, are simply setting foundations. The big— one of the biggest mistakes and things that happens quite more often than I'd like to see is the, the fact of some of you guys will have a viral video or a video that does really well. And then it's playing cleanup. Oh shoot, like what do I do now? Like, okay, this one took off. I don't, I don't know how to, how do I monetize this viral? The reality is, is you just gotta set the foundations so that when it happens, you have the things in place to capitalize it. And that's 101, by the way. 401 is you have the things in place and you make it happen. Because you're putting out consistent content. You know what's gonna work, you know what's gonna yield responses. The, uh, one of the, one of the lead magnets that I created that has generated more than 15, 20,000 emails is just my gear list. But, but we posted a phone video, most viral video of 2025, a phone clip of me on this setup, and it just said, this setup has made me a millionaire. If you'd like the links, comment the word gear. Like, there's 15,000 emails and some of you guys have, it probably came in from that. I could call it a funnel. Like you, you downloaded the lead magnet and you were in the emails and then you got a ticket or you jumped on a web class. Um, but just let me draw something real quick. Uh, so you guys can be encouraged as we start this call. Um, We drew the City Light logo. So most creators or entrepreneurs, they're highly, like, if I were to, I'll just show you real quick. I'll just show you real quick. Hold on, Ribs. Oh, sorry. I'm going to share screen. I'm going to show you my YouTube Studio and just this. Second. Let's go screens. Okay, so, so this is like, uh, you know, YouTube Analytics, right? This is the back end of YouTube. And if I go to Analytics— well, okay, I want you guys to see. I'm gonna, I'm gonna put The last 365 days. Okay. Do you guys see this is, this is views. You guys see that? Okay. So it's kind of like the stock market, right? The stock market, you got peaks, you got floors, you got medium, median, you know, whatever's, uh, and so. So I, I say that to say, I show you that to say the goal with your content is not to worry about the— this is, this is like, I love it when this happens. Like when the viral stuff happens, love it. It's great. But all the viral does is it increases your new floor. And what I'm more concerned about than these flash-in-a-pan moments is that your floor, the floor is actually where the brand is created. The floor is actually where the impact is created. The floor, the floor is You were introduced, someone was introduced to you because you were consistent. And by the way, you don't get this unless you're consistent. And also, by the way, the videos you, you, the video or content you think would, I'll say this, the videos or content you thought would perform the best usually don't. And the ones you least expected become these. Let's just ask anybody who's been in the game. Some of you guys have probably experienced that. Like, dang, I had no idea that that email would have gotten the most responses. Like, I remember my friend Steve who does real estate. His most responded email was his favorite place to take his wife on date night. Not check out this crazy listing, check out this dream home, how to get your dream home, how to— no, this is where I take my wife on dates. Most opened email, most engaged email. Honestly, one of the most opened and engaged emails I've ever emailed out was how September 11th changed me, and I sent it out on September 11th. Had nothing to do, has had nothing to do with what I teach. But guess what happened? The, my floor, the floor, um, was raised. And so I want, I wanna create, uh, these foundational things in our, and we'll start with Instagram. Uh, and so When it comes to Instagram, which I believe, I know some, some of you guys have different strategies, you know, that LinkedIn is phenomenal. I, I think all the things we're gonna, I'm, we're gonna cover, it still applies. The idea is when someone finds you, is it very clear what you do? When someone finds you, is it very clear what You do. So, um, and, and what makes it clear is your, is your bio, like on Instagram. So like when people find you, it's, it's, it's your business card. This is why, this is why you don't need a website anymore. You either, you either You either make it clear what you do or you make people wonder what it is you do. Um, so I'm just gonna get, and then we're gonna get, if you're ready to get a little tactical, technical, just put ready in the chat just so I know, like I'll move on and then we'll, and then we'll go through this and then we'll go through, uh, whatever questions you guys have, we'll hang. All right, cool. Okay. So the first thing I want to make sure you guys do, and you, you can either do it on this call or you can do it after this call, is make your profile picture 80% of your face. 80% of your face. Uh, Omar, I thought we were talking about unlocking infinite content and like how to making videos crispy. Dude, the, the most underrated digital real estate is that when people see your profile pic, they feel something. Now, the reason why this is important, because if the dollars are in the DMs, when, when I open up my DM here, or when you, when you look at this side of things, notice that like you either have a big face or you don't. You either have a dark image or you don't. And it, and it does so much. It, when, when people, when people see you clearly and even the, uh, emotion you're creating, it, it's, it's a, uh, it's one of those things where I teach about, you know, you can create or architect the feelings around a person Um, you can, you can architect the thoughts people have of you before you open up your mouth. This is one of those things. Okay. So when I look at this, like, so like Rory Vaden, who's, who's a pretty well-known personal brand guy, like I would say that's, it's, it's a clean photo, but a little busy. Um, and, and, and when I scroll. Like if, if your, if your photos look like this, this makes you like, dude, you look like you're trying to hack somebody's Instagram. If somebody is just, your photo is far away. So that's just like a very technical, tactical thing to do is I just want you to make sure 80%, 80%. And then I put a note here, bonus points for Apple contact. If you guys use your phones. To text, to call people. Digital real estate, it's just, it's right there in our hands. You don't need a following to do this. Like, update your contact image on your, with your phone so that when you call, it's like, oh snap. If, like, if I called either one of you and you guys saw the picture It would be, you'd be, oh, you, oh shoot, Omar's calling me. And honestly, it's just, it's just a, uh, if you want to know how to do that, by the way, here we go. Step number 1, you go in your phone book. You can just write down phone book. Step number 2, you go to contacts. Step number 3, you click the very top, my card. It's called my card. And then on top right, you hit edit. So hit edit, and then you have the, you have the little screen, the, the 80%. This is the, the 80% one, right? So that when we're texting, it's big. And then the poster, this is the, this is the poster full body. Sorry, Ruby, watch out real quick. Because you're— there you go. So full body. I'm just saying, it's funny. Oh, it's like everything— I don't know, there's something about whenever somebody calls me or when I call somebody, they don't even say hey. They're like, bro, your, your photo, I feel like you're right here. Like, these are the— just like those—

the we—

if it's about a game of inches, this is the— this is the things to do. It's the attention to detail in and around your life, business, and brand. The attention to detail. It is the attention to detail that creates the feeling that people have of you. Attention to detail. And it doesn't happen on accident. Some will happen on accident. Most of it should be consistent intentionality. Of, of the, of attention to details. Consistent intentionality of the details will make people create in their mind, their self, their, their internal dialogue will be great things to say and think about you. So if we got people thinking good thoughts of you, that's, that's I mean, we're, we're talking like now, now, now we start implementing like real strategy. It's like this becomes, this becomes a cakewalk. Um, some girl reached out yesterday. Look, look, I mean, this— and by the way, I'm not saying this happens every day, and we, we don't— I, I don't really— we're starting to step into more like DM email strategies to fill it, you know, get people in the Inner Circle outside of the, uh Sup, look at this. Hey Omar, how can I join your inner circle directly? Okay, okay, hey Omar, on a Sunday at 1:25 PM, how can I join your inner circle directly? Sis, you're thinking about something and I came to mind. Like us being in the trust recession, the cleaner things look, the more sophisticated things look. And I'm not saying don't be transparent and authentic and smartphone videos are amazing. You could take your headshot with your smartphone. By the way, I took an incredible photo of my sister with my phone yesterday. Like unreal. Sorry, it's just like a little tangent. Because like my sister, we were just at, uh, we took my mom out to dinner. I mean, it's not that it doesn't help, but it literally looks like, I'm like, this could be a profile pic. Look how good this is. That's insane. I'm like, okay. Uh, but I, I, this doesn't happen unless you set these, these things in place. Okay. So we got our image. By the way, I forgot to announce the workshop. The Content Mastery Workshop, RSVP with Sophie. It's July 29th and 30th. Um, we take headshots at it for whatever it's worth. You could take headshots wherever you're at. Just want good lighting, obviously. Um, all right. Going.

Okay.

We're gonna keep it going. I'm, I'm moving along here. Let me know if I'm moving too fast. So here, here are some examples of great Instagram bios. I like to break it down. There's, there's 3, by the way, digital real estate. I mentioned it. I perused through it. Digital real estate. If, if you know you have a marketing brain when you see opportunity for your product services, lead magnets to be available and Ruby's got hands behind me. Me. Um, and like, you know, I love golf, I love watching golf, and some of these players, they have a logo on the front of their hat, they have a logo on the side of their hat, on the back, on the back top of their hat, on their collar, each side of their chest, left, right, right arm, and behind their And these are all spots they're selling. Now what's really cool is in the world of YouTube and Instagram and things like that, bro, you could—

you—

there is no cost. It's just the cost of thinking about it. Okay, you're crazy. I go, um, so digital real estate. Digital real estate is considering the spaces people's eyes are on, and if there's place to get people to do something or inform them about something, then do so. One of the most underrated places I've ever seeing digital real estate is on your YouTube videos. Like, while you're talking, stuff comes up. QR code comes up, little question, and then it goes away. Who do you have to pay to do that? Like, if you're uploading 30, 40-hour-long content, you guys don't even need an ad read. You can just have that come up occasionally throughout your video. Now we implemented this maybe a year ago or a little bit under a year ago. Digital real estate, pinned comments on YouTube. I mean, you're, you're, you're doing the hard work, you're being consistent. And did you know you could pin a comment? You could force people to see something when they scroll down into the comment section. Digital real estate, Instagram bios, Wow, this person's content really speaks to me. Clicks on content. Oh, it's just like, they're just random. That was a random post. Like, okay, that's not really what they do. No, like, we can, we can architect the thoughts people have of us when they discover us. So the 3, you know, the bio has, um, a few. There's so many out here. The bio has a few lines you can input. There's about, I think you could put 4, like 4 lines in your bio, but I'll just teach on the framework and then we'll jump into like practically doing it. So the first line is assistance. Assistance. Who do you help and how do you help? Example, I help coaches get clients on Instagram. So not— it's not who you are, it's, it's who do you help. You want people, every time they're reading words you type out, um, you would like— you want them to internally process what you're saying, almost like when they're reading it, it's kind of like what God did with the scriptures. Is like when we read it, we're— it's like we're talking to ourselves as we're reading it. And that's what people do when they read. But when we, when we write in any capacity, whether it's on your Instagram bio or Instagram or an email or your YouTube videos, you're writing out your YouTube videos or your descriptions, write it in a way that when people read it, they're talking to themselves. That's line number 1's assistance. Number 2 is authority. This is social proof or credibility line. Example, I've, uh, you know, if you're in real estate or something, it's like 85 families in their dream homes. Um, if you feel like you don't have social proof or you don't have credibility, I want you to maximize on your, your time. If you have time spent, if you've ever, if you've written a book, some of you guys can write a book with AI like Tanal and then have you, you can be an author of the book, the book this. If you have a podcast, you're host of this podcast. If you've been in the game for a while, this is where you could, you, if there's something you've accomplished, This is an authority line. It's just like just quick 1, 2, 3s that literally either encourage the follow button or make people start binging your content. So we have the assistance line 1, authority line 2. Number 3 is the ask line. The ask line. The ask line is your call to action. Uh, maybe that's in, you know, having people sign up for a waitlist. Maybe that's having people take the assessment. Maybe that's having people book a discovery call, fill out an application. They're like, so, let's, you know, there's this guy named Insta Coach Mike. He's like a big Instagram coach guy and he made some really cool examples, just like breaking it down. By the way, if you guys click it and then you put the word prompt right here. I see you have a yearn, Justin.

That's funny.

Um, but yeah, the, here, let's just break down this, this bio and why it's nice and very clean. So we have Sarah Kelly ADHD Coach. That's her username. There is a difference between username and profile name, username and profile name. Um, I'll tell you the biggest difference. I'll tell you the biggest difference between username and profile name is your profile name can be searched. Profile name. So if it's Las Vegas Realtor or Las Vegas Investor or, um, uh, Fitness Coach for Women, like that could be searchable, which is crazy. Like Let me just see what comes, what comes up when we search on Instagram. Uh, uh, gimme, gimme, gimme something, you know, tax, tax Las Vegas. Let's see who comes up. Oh, would you look at that? Sonia in the Inner Circle comes up because she has Las Vegas tax expert, Sonia's Tax Services. So this is not paid marketing. This is just intentional use of words. Um, one would say because I follow her, but I don't. I mean, at least her business, like I don't follow the business account. So that came up because she has this here. So that's username and profile name, right? Um, So, and then, and then we can just like unpack these 3 lines. Uh, helping late— look how, look how, uh, I just love how like intentional this is. Some people will be like, no man, this is— I don't wanna be too niche. Helping late diagnosed ADHD women thrive. Like there's one good, like helping people with ADHD. Helping late-diagnosed ADHD women thrive. And then the, the second line, daily ADHD tips and tricks. It's kind of like what you're gonna get, what you can expect from the stuff. And then certified ADHD coach with ADHD free ADHD masterclass. That's a lot of keyword. Um, and then she has the one link right here. Uh, Something that does help read it is the emojis, right? 1, 2, 3. The, the emojis just separate it nicely. Uh, and then simple, just 3. Here's another example. So we have Cobain Capital, that's her username, and then her profile name Mel Cobian, Instagram growth and business coach. And then grow and scale your biz with Instagram. Who you help and how you help. 500K without ads. That's, that's an authority line. And then another authority line, which is helped 1,000+ go from consumer to creators. And then she has her lead magnet. Um, I, I, I think this is like a, a very important thing to mention is I really started making real money with my coaching offer when I, when I decided on that one link in my bio. It's like, I don't know if you've ever seen one of the ads I've created, but it's, if you have a Linktree in your bio, you're probably broke. But not saying that to you. I'm just saying, this is just a, uh, you, with the amount of noise and when the lack of trust, clarity cuts through like a pattern interrupt. And, and it takes, it takes a— it's why decision-making is more powerful than strategy. Like, overthinking all the different ways you can do it, all the different ways you could make it happen. But like, the most powerful thing is just picking the one link. What is the one decision you want people to make? Cause, cause let's, and you know, there's studies back it, studies back that every time somebody lands on a page of yours or a Linktree anytime, or, or an event, maybe you have an event. If you have them make a decision, or the more decisions you, you're forcing them to make. The, the percentage of conversion goes down because they end up doing nothing. But I want to give them more things to do. Well, you give them more things to do and then they end up doing nothing. And, and here, here's just an example. Real life example is I've tested this. I, I originally launched my first two challenges using Flodesk. Um, Flodesk is an email CRM platform. Not necessarily like a website funnels platform, but I did because all I knew was that I created a template off the backend of a challenge. I sold a general admission ticket to a challenge, which is just $97. And then at the time of checkout, I gave the option to upgrade to VIP. I only started with, with two levels, right? And then we moved into GoHighLevel and I paid this company and then they created the, And then they had the two-ticket options. Like, I went from making sales consistently on the challenge ticket to literally no sales. And then I had Neil look at it. I was like, yo, Neil, what's the deal, bro? Like, this page is way better. He's like, the first page only had one option. The second page has two options. Dang it. Less is more when it comes to this. What's that?

Can I use?

Mm-hmm. Here, use this. And so, um, just want you to like really, like, I mean, deciding is a superpower and then seeing it through. It's not deciding and trying, it's deciding and doing and iterating and improving. And, and I say all that to say like my, my LinkedIn bio for the last 2 and a half years. Has been the waitlist page to my challenge. That's what it's been. It could be, it could have been an assessment for sure. It could have been a link to my podcast for sure. I could have had a Linktree that said, watch the podcast, listen to the podcast, take out this free link, take my masterclass, book a call. I like, then nothing would happen. So that's just like me. I just want you to consider what's the, the one thing. Now when you, when you start marketing and you start, you start doing story sequences, like that's where you can invite people into different things. But when people are on their own journey, we want it to— clarity is relaxing. Clarity, I would say clarity builds stress. You're more trustworthy when it's just, there isn't so many things, there isn't so much design, there isn't so much, so many colors and so many fonts. And it, it, busyness, I don't know, it's a repellent to, to people trusting you. Um, so I don't know. I would love to workshop real quick. Let's put, so 7 minutes on the clock. Would love to know what are your guys' feel free to raise hand, unmute or whatever. Do I have to ask people to unmute on this call? Do we have that setting? Can we, if you guys wanna like, who do you help? How do you help? Who do you help? What do you, how do you help? Love to know. So Ruby says, I help with the dishes. So, and then specifically is, I help do the dishes for busy parents, right? Yeah, that's solid. No, no, wrong. Rebecca, what's up? Good to see you.

Hey, I'm like refining still, like literally in the midst of this, so I was gonna wait a bit till the end, but I'll, I'll go first. Totally. Um, I am going back to the higher value offer and really thinking through the last conversation we had about opening it up. So I am landing on what I truly do is I help high-performing women step into the best version of themselves in mind, body, and spirit. The technical of it, so that you kind of have a little bit of context if you need it, um, is like hormones, physical health, training, like, I know that our vessel, regardless of what your faith is, it is what drives our ability to show up on a daily basis for ourselves and for others. And in midlife, there is like, not to be dramatic, but It honestly, yeah, it isn't talked about enough. There is literally such a massive shift that is— no disrespect for somebody that might not be from like that, whatever— but for high performers, it's almost harder because you literally have shifts in your mind, in your body, that you go from being strong and powerful and the go-to person, and you continue to be that, present that, while you're quietly starting to settle shrink, abandon yourself. Like, you, you don't realize it at the time, but you actually start to self-sabotage yourself because you suddenly feel so— this is the one thing you can no longer control, and you're used to being the person that is in control, that is in charge, that is the leader among leaders. And so you're silently dealing with this internal battle. So my three words have been lean body, strong mind, fierce spirit, and I'm realizing that that is not That's your process, not, not your marketing.

Yeah.

Right.

So I've been working this out, like, and done a bunch of, like, just in the last few days, like, I'm on fire binging your content and all this kind of stuff. And so, like, using my IG bio as an example, uh, helping high-performing midlife women stop shrinking and finally feeling strong, sexy, and magnetic. Or like something along those lines. And I do have a method also. Like, I, I obviously, I'm— if I was blowing up, I would still be here, but I'm like, just have built some momentum with Becoming Kingdom Fit, that term. And I do have a podcast, like legit, I just restarted it on YouTube and what have you, but I've been focusing on that as well, and there's history there. Um, So it's already kind of shrinkable or searchable a little bit.

What's your Instagram?

Uh, Rebecca Tabbert Fitness.

Yep. Okay. All right. So let's— I love, I love a good little Instagram bio hot seat. Okay.

Um, that pinned post needs to change also, so don't judge that. That's the thing.

Yeah. Oh yeah. We can get into pinned posts in just a second. Thanks for bringing that up. Uh, okay. So number one. 80% cleaner face. You could— I mean, this just doesn't even— this doesn't tell me who you are in an image. Or I guess it does, like, when you— when I'm zooming it in this much. But like, if I— if we're in a DM, like, it, it's more— do you see how, like, more than your face, which is— we connect with eyes, we connect with humans— more than your face, you're— it's your body. So I, I would love for you to Uh, yeah.

And I heard you say that and I was wondering, is it, this is the story I'm telling myself and I'm willing to be wrong. Is it because I'm in the fitness industry that it's appropriate for it to show like arm definition?

Like I'm 52 and that's one of the things that stands out for people is that that's a, that's a strong, that's by the way, that's a strong second line. 52 and fit, like 52 and stronger than ever. Like, or what, you know, I'm just, I'm just saying. And I just rolled out, but that's a really good authority line too. Like, it's, it's not— you are the representation now. I think. Yes, I think. But, well, hey, how about this? Let's look at, I mean, I wonder what Jasmine— Jasmine, who's in the program, is a fitness— big face, color. Okay. By the way, she's about to pass up Milliwop. She's got her one link. Love that. Uh, and then, and then, yeah, this is where you could see all that stuff, right?

Yeah.

Yeah.

Um, so yeah, I, I, I would rather, it's kind of like, I mean, I, I, I would, I'm not gonna, I don't wanna draw too many, uh, similarities in, but. That would be like Alex Hormozi being essentially like, should I have money in the background of my— it's like, should it like people see? Cause I like, I, I, I made a lot of money.

Yeah, that's true.

Yeah. It's just space. We just—

he's not even the image of what he actually is.

Oh, literally.

Like, yeah.

And, and I think—

but he is an anomaly in that way.

Uh, but, but we are all anomalies.

True. Yeah.

And so it, I want you to have more of a 30,000-foot point of view versus a very like ground-level point of view in this context of this back and forth. It's that like over time, your name has the word fitness in it. Okay, well, there's that. And then you're posting what you post. And over time, that's why I don't have to— I know this sounds so bad, but I acknowledge it. I don't have to always follow the rules. Encourage you guys to follow because of Seasons, right? So like, my, my Instagram bio is not the strongest bio, in all honesty, it isn't. And, um, but this is how— when I see people with 1,000 followers and they're really good at what they do, they shouldn't have a money problem. Yeah, literally. Uh, and, and even with you, like, I— you have a very healthy base, which is cool. So, okay, so just unpacking this first. So we see perimenopause fat loss mindset coach. I think these aren't as— these are keywords, but they're not— it's not like a searchable. So like if the person, if the female— it's all good. That's funny. I always feel like the Grammys or about to go on to Disneyland, right? That's what it sounds like. Yeah, it's like, like, I mean, if it had to be, if it had to be one, it would be fitness. Are you wanting to not be seen as a fitness person first? Do you feel like that's— there's like a something there?

Yeah, I feel like that's an old identity and I feel like The women that I do best with and how I coach and who I want to coach are not— they're not searching for fitness. They're searching for like— that could be a whole different conversation. They're searching for holistic ways to feel better. They literally just know that something is wrong, that they don't feel like themselves anymore. And so they aren't seeing it as like fitness is very mainstream. They're a little bit more informed.

So, okay, this is someone I think of who's reinvented herself multiple times.

For sure. I followed her for a long time.

Yeah. And, and I still think it's clear as day. And here's the crazy thing. Like, fit. I, I think the word fitness is, is all right, is a wholesome word. It really is. You know why? When I like— there's, there's a guy that, uh, came to one of the workshops. He's in Vegas. He makes maybe quarter million doing fitness coaching online. Um, but he doesn't— it's like your, your content does this stuff too. So the, the way he talks about like how to have athletic children, right? Uh, it's not just like workout videos, it's manhood.

It's right.

Um, yeah, like, so, so I don't want you to be so— in this regard, there are times where I'll, I'll be— I want you guys to be very like linear about things. But yeah, I mean, I, I just don't overthink that stuff because Here's the reality. I use the concept that I'm the video content guy. I'm, I'm gonna help you build your personal brand. I think a lot of you guys probably, that's like your first like thing with me is like, Omar does just a really good job at communicating these content concepts. And then it's like, no, you, you joined a business coaching program. That's what you joined.

Not right.

Like you're gonna, yeah. Because all these things are just supplemental to business and business growth. So, but that took me, I'm not gonna, I don't wanna be ashamed of the thing that actually helps people and not ashamed, maybe that's an extreme word, but bored, maybe that's the word. I don't wanna get bored.

Bored. Like I'm 20 years in and yeah.

Like it's the 20 years that is the advantage. And then so if we wanna, pivot something 20 years later, I, I think we're— we'll miss out on a level of depth because—

true.

Yeah, because it— like, fitness is so robust and, and there's nothing new under the sun. So the, the game is how do you say something in a fresh way? How do you call out something that doesn't work anymore, you know, anymore? Okay, so, uh, and then, and then, yeah, and then here's the 1-2-3, right? We got— we— I'll go from the back. The bottom because I just, I see a free masterclass. So like, give people reasons to take action. So what, like, what will the masterclass do for you? Or, um, like, you know, I free masterclass, just want you to know that, that for the person who, who signs up based on what you use to enroll them with Well, that alone might be the wrong person.

Yeah.

So you, you could, you could, uh, mask or package a masterclass with a question. You could package it with an outcome. You could package it with, like, you could say, you could say, uh, Creator, um, or yeah, learn how to become kingdom fit.

Yeah.

Uh, and then, and then, yeah, you, you said, you know, like, your, your, your win, how many people you've helped. And, and, and something you can always do is, even though you probably helped people in, maybe to you directly with fitness, it's still, it's still clients. It's still, you still help people. And you could change, because I, I could, I could say I helped as many people make a certain amount of money through my coaching. I could say I've helped this many entrepreneurs, you know, I could say how many Freedom Awards were given. Those are all, those are all not directly connected to, you know, yeah, the thing I get bored about, you know. So, um, and then, yeah, I, I just, I, I wrote down while you were talking, like, high performer Um, so like those words, words like high performer are self— they are self-defined. And, and I don't even— I, I couldn't tell you if I would consider myself a high performer because even though I feel like I make a lot of money, I probably could take my health more serious. So I'm not a high performer, right? So we're— but, but midlife women, no question.

Okay.

High, high income earners, no question. Uh, overwhelmed or, uh, overweight or sluggish or unsexy. Like these are, these are no question.

Got it.

Okay.

And I think that's what I'm trying to get at is like words that no, like, there is no questions. Yeah, okay. I mean, that's, those are the tweaks I would make. And then, uh, this is just, I'll do a, uh, for the, just really quickly, I'll let you guys know about this. Um, in Jasmine Star's podcast I did with her, she broke down a 3-pinned post framework. And, uh, Soph, can you text Art about this? And we can, we could put like the time code. Um, but it, it was brilliant. It was just like her 3-pinned posts are very strategic and, and it just going back to the beginning, just, we just wanna lay a foundation to where people when they, when they land on us, we look legit and it's very clear what the next step is.

Yeah. Okay.

I'll work on that.

Got it.

Evan, what's up?

Yeah. Thanks for that. Um, the unclear language that's breaking my brain right now. Uh, so, so I help men. I do a TRT clinic. Um, I help men over 40. That would be who.

Love it.

How I do that is a concierge TRT practice where we take care of everything. We ship you meds, we ship you supplies, we do the lab work, we do the follow-ups. You just go kick ass and send us postcards on your cool life. Um, my Instagram— so I've watched a few of these and I tried to like kind of piece it together. Um, work in progress, of course. But what I'm, what I'm, what I'm realizing in the past couple of minutes is the self-selection might be off. Like it's more about me. Like most of my, like most of— I thought it was about them, but it's mostly about me for sure. So, so really like who I would prefer to attract is my favorite clients are like business owners. They're dads who want to be better dads. They're, uh, guys who have realized that like they've gone out and created cool lives, but now they feel like that's slipping by them or that they can't keep showing up at this high level. Um, the other favorite clients are dudes who like, who are putting in the work, but just aren't getting the results they need. Um, in the world of TRT, like if, if the boys don't function, uh, it doesn't really matter what you do. So, um, that, that would be kind of probably where I need to shift things, at least is what I'm hearing. Um, I've used a lot of— it's hard in my industry. It's a lot of like, get your edge back. Um, keep, you know, you're a high performer and you've lost your edge, kind of these nebulous, get back in the game, you know, kind of, it's kind of hard to define for me as, as far as like, the direct, very specific language for who I want to self-select.

Yeah. Uh, yeah. I mean, I think about the group of guys that would say they're trying and nothing's happening. Those people are usually— you catch them, you would catch those guys with like marketing. So like a lot of what we, what this was, this is, this is like falls under branding and like, like the thoughts people have about themselves and you. Um, and when I think about the person that's like, like I, I, I think it's like the, the person that really comes to mind is the guy who, who had, there's a lot at stake. Like there's a, they, they already, they already understand if this, like the cost, the cost of not being at their optimum state. I mean, I'm, I'm, I just, the only person that like just came to mind is this Michael guy, like who's here in town that I know of. And I'm not saying this is what's funny about marketing. It's, by the way, this is why what we're talking about today is essentially why stop, stop things stopped working out with me and Sean Cannell and Think Media is simply because even though we sold different things, the language we used was the same. And so there was a conflict of interest. Now, this is why I think some market research on, on your end would be probably very helpful because I think you can draw from psychology and you can draw from fitness and you can draw from, uh, relation, relationship, or counseling and like really craft something. But like when I think about like, here, here, here's Michael and, um, he, he's using these words, but I remember when it used to say get shredded. And like shredded is an outcome that people don't not everyone wants, but like lean is more accessible. That's more like, oh yeah, and it feels achievable. Gain confidence and become better leaders. Like there's some of these words are like, I don't know if it's like maybe even and become better leaders. Like I think maybe you use become better leaders. That's one of them. And then men. So like there's that, you know, he might be work— I know he usually works with guys just because of his uh, his nature of marketing and stuff. But man, you know, man, again, like 40, like I even think, uh, well, what was the youngest? What's the youngest age you've ever like assisted?

Oh dude, it's, yeah, it's young. 30s, easy, easily 30s.

Yeah. Yeah. Uh, and then, I mean, what's the oldest?

70.

Okay, so it's just— yeah, I think it's tough because, like, I don't even— I don't see myself as, like, old.

Yeah.

You know? Yeah, I'd say—

I'd say the average age, like, so I started TRT when I was 35. I think that's because I get a lot of 30s in the 30s because, you know, they see me and they want to come see me because I'm like them. But like, I'm trying to go for over 40 just because of those guys typically have their finances in order.

No, that's great. And honestly, it's called the, uh, the, it's like the splatter effect is one more. The splatter effect is you focus on 40 plus and then you can get some mid-30s and you get obviously older, obviously older, but, um, that's, that's a healthy observation. Um, okay, so let's hear, uh, something I see. I think that, I think this is great. Um, and then I, I would, I mean, I don't know, I feel like this could be Ev, like, is there a reason why you don't like want your name here?

No.

And then NP stands for nurse practitioner.

Yeah.

Um, I think that's like more, I think nurse practitioner is better here.

Okay.

Then, and then I, I think it's, I, I don't know if you have Evan, if Evan Fox TRT is available or, uh, some, I, I would just like to see your name. Um, okay. Okay. And then, yeah, this is just, uh, the first line. We want that one-liner. I help men and then whatever you help men do, how, and then Conceive delivered to your door. Book your complimentary call. So even, okay, book your complimentary call. When I think about this, I think it's more assessment-based, like, like find out if you're— how to know you're ready for TRT.

Like, you know, that see if you qualify or something.

Yeah, see if you qualify, or, you know, uh, before, before you get on TRT, like, so that the idea is that the call is more, uh, you know, it's more assessing than it is— when I hear book your complimentary call in this context, you know, it's, it's words that don't really align with making me feel like— because it's like a dignified, you know, it's like a— it's an undignified thing. I think the concept of it, that's what you're— a lot of the things you're pushing through. And so the more you use words that make people feel safe, the better. But I mean, those are clean. I mean, but at a snapshot, yeah, these are just like little game of inches moves, you know?

When you, when you have a service-based business, is it important to link the business there? Like to also link the business page?

Um, well, is that what Men's Health Co. is?

Yeah. That's the clinic.

Is my bad. Did I freeze? I think, yeah, that's it.

That's the business.

Yeah. No, I think the way you have it is great.

Okay.

But yeah. And do, by the way, most under— I don't know. Are you guys running ads?

We have been. Yeah. Well, we started last month.

Okay. I mean, like ads for local companies or It's just, it's, it should be clear as day, like ROI. But yeah, dude, I mean, I think, I think they're on track for sure.

Would you run ads to that call or I have a quiz too, like a ScoreApp style quiz. Would you run ads to the— we ran ads last month to the quiz. To the quiz itself, like see if I qualify for TRT, take the quiz and find out or whatever. And huge proportion of those leads were pretty underqualified.

Yeah.

Um, like got mad at me for saying that it cost money and stuff like that. Like crazy, just craziness. Um, but would you—

What, what was the ad? What was the creative?

Um, it was a still image with like symptoms of low T, see if you qualify. For TRT with a link. And then, um, you know, 1 out of 10 of those I closed, which was great, and they were good candidates, which was even better. My service is really sticky. It's a lifelong service. So yeah. But I'm wondering, really all I need is I just want to get on the phone with them because I can— yeah, if they're a good candidate, I can close them pretty well.

Yeah. I mean, I would probably run It'd probably be VSL, like it would probably be an ad to a short VSL to that leads to a book a call. The VSL is just, it should be self-assessing. It should be telling, you know, it should, it should be getting the right person. It should be speaking directly to the individual, almost like a, a longer version of whatever the ad would be. Uh, because it, like, you know, if I think about it, like if I shot like a vertical video on my phone and it was like, Um, are you, uh, do you feel, do you believe your manhood is responsible for a lot? Maybe it's the cost for your family's, you know, peace in the home and the, the stresses at work or in your business. And you maybe are successful in, in some areas, but when it comes down to your, the way you show up, you know, and then that communicates, it's Next step. And then that VSL, which I will, I will be honest, like I, it's not, I'm not like an, a VSL kind of, I've never even like created a VSL, but I, what I do know is a VSL is essentially a shrunk down signature presentation. And you, which, which, which shows people the cost of not have taking care of the thing and shows the benefits of it. And if you're in this place or this place, book a call, um, I think you, you, you would maybe the cost per lead goes up, but then at the same time, like I think the quality of human on the call, and then like you said, if you just get on a call and then, and then you tone it back or you, you scale it up as, as, as you'd like from there. I feel like that for a local, like for what you do that I think, and you here, here's a, here's something I, uh, I say from time to time is demonize what you don't do, right? So talk about essentially there's something about saying like what, what other places do that you don't agree with and their processes and what they force or what they don't consider, like all that stuff, you know? Yeah, cool. Thank you, David. What's up?

Yo yo, President Benjamin, just joining in a circle and excited to grow. Um, question, um, I need some clarity or guidance. Um, I'm a private investigator. We help personal injury attorneys, uh, gather evidence to ultimately win. Um, I'm kind of taking on a new challenge in coaching. Just got very, uh, into the whole Tiny Challenges thing. I thought that would be exciting to do. Um, but more than that, I like to help people. Um, and I figured out there's a need in helping solo technicians, skilled professionals, to think of a business outside of themselves. Um, which is— I I think that's something that I did with my business with, uh, as being an investigator. A lot of people think, hey, you're just the investigator, you're the one that knows how to do the work, and that's as far as it's going to get. Um, and I was blessed to be able to grow it, um, having multiple investigators. So figured, hey, let me, let me now grow this other side business, if you will, and teaching other technicians to do the same thing. Now, uh, when it comes to my social media, my IG specifically, it's always been geared towards, um, the investigation side of things. Um, I don't have a lot of content on there, but now I'm, I'm stuck between do I kind of shift my bio into this new avenue that I'm trying to take, do I still keep a bit of both, or— yeah, I just need some clarity with that.

Yeah, I mean, the answer to this question, it's a tough one because it changes if you're short-sighted. In the past, I would say, and I still kind of believe this, that like 5, 10 years from now, does it matter? You like, if you— it falls under the category like there is no right decision, you just make the decision right. So, uh, do I think it— if it's, if it's a very like new thing, I, I would, I would potentially consider, uh, starting a new Instagram and just being a lot more direct on it with that stuff. Because I, you know, and, and, or whatever, or YouTube, because interest-based content is really winning right now. And I think you give yourself more of a shot if you start with full-blown clarity? In the past, I feel like the short-sighted response to that would be like, it's fine. Like you just slowly transition the content. I— it's a personal decision in that regard. Somebody that comes to mind is— dang, I just had it while I was talking. Well, well, here's the thing. I see it like there's the personal brand oftentimes, which most of us should just focus on building like the one thing till it gets to the— to allows us to build the next thing. Because we don't want to build the next thing unless we have the leverage from the one thing. And when I think about someone like a Daniel Priestley, so Daniel Priestley, he's on podcasts, he, he has his own YouTube channel where he teaches more big picture entrepreneurship, but then he has these businesses that all have accounts, scorecard, key person of influence, and all these businesses have YouTube channels and he's making videos for these YouTube channels. And the reason why he keeps it separate is because the intent, owner's intent, very, very important word to note. Owner's intent is, are you building something with the intent to sell it one day? Because that informs how you build it now. So like, if you were going to sell something one day, either the one that you're working on now or this other one that you want to start working on now, the start your own business thing, that could one day be sold. Or the thing that you're doing right now could be sold. And keeping it clean would only help the sale, like having things separated. I'm still trying to draw a connection to see where, like, it's okay. I'm going to— here, let me know if this is a good example. If I did— if I was a real estate agent for 10, 15 years and I was just killing it in real estate and now I wanted to start coaching If I built my YouTube channel on, on Las Vegas real estate homes and then I started throwing in how to grow your real estate business content, even though it was me, I would confuse, right? Uh, but if I started a separate channel on specifically how to grow your real estate business, the people, the expectation is very clear. When we confuse, we lose. They lose too, 'cause they're just like, I don't know why. You want that to be clear. So, you know, like there are some people who really cry. Oh yeah, I forgot that the example was Macy from Sales Girls. So Macy, she had a partnership. She had a partner in her business and this was, you know, the last few years. About a year ago, this partner of hers, Kat, just, resigned and felt like her time was done and wanted to like focus on raising her family and, and I think be at home and stuff. Macy had like an identity crisis. She's like, dang, it's like when people think about the brand, they think about sales girls. They think about girls, they think about multiple. Do I, do I go all in with the sales girls page, which we've been building out? Or does she focus now on Macy McNeely's Instagram page? And I prescribed her when she asked me that question, I said, I think for YouTube, Macy, make it like, make your YouTube channel Macy the Sales Trainer. So Macy the Sales Girl, right? On Instagram, because the foundation's there and you're going to teach the same stuff, it could still be Macy. But that's where she would say it wasn't, neither decision was wrong. Or right. She just made it right by just, by focusing on that one instead of being, uh, you know, double-minded or not. I'm not saying you're double-minded, but like, it's just hard to build when we're, we don't, we, we're unclear. That, that unclarity goes out to other people. So if there's anything you can do to make things clear, uh, then do that. And yeah, I know, I know that's like a yap session on just what to consider. But like, I've never had a business account for the video department. I never had a— not saying I should or could or whatever, but like, I never had a— we never had a podcast account for the podcast. And a lot of that just came with, um, my own personal conviction of like, having more doesn't— it's just doesn't always mean more. And, uh, and now, now I got— feel like I got clarity on what the Instagram for video department should be, and that should just be client-driven testimonial page so people could binge watch and experience what it's like to be in the Inner Circle. That's, that's what we were going to use that for. Um, and that— I got that clarity a month ago, 2 months ago. And so I know. Well, I mean, yeah, what comes to mind when I say all that?

No, that, that's good. That's good. I— so I actually did have a, um, a business page before I even worked on my personal page. But once I actually worked on my personal page, obviously it got some traction because, right, people make business with people, not with businesses. Um, but that still helped in itself as far as giving the business a professional— especially now you're dealing with attorneys, so it gave like professional credibility or whatnot. And figured I'll take the same approach with this where, again, my personal page, I'm not confusing the audience. But hey, like the— I think it was Neil who you mentioned where, hey, it could have information, right? Hey, I own this business, this business. So now whoever knows me, they're going to now be attracted to whatever projects or companies I'm working on. No, I think I got some very good clarity on that. And the key takeaway is obviously for me to have the clarity so then I could pass that on to the audience and the viewers.

You know what's funny how you bring this up? It's like Neil is a good example of a lot of things. He came up in a very predictable industry, loans, mortgages. Just is what it is. Maybe, maybe. And most, most people, this is where they're at. They have— they are in something they don't want to be in forever. That's like the big idea. That's why, like, that's why a lot of people are chasing something else. And it's almost like in Neil's journey of him just stepping into educating, it's like he's doing— he's just focusing on building his loan business. And then what happens is people start asking, hey bro, like, how are you doing this? So then he starts throwing on little workshops, little, like a little lunch and learns in Reno, Nevada. And, you know, a few people would show up and he would, he would, he would market it to his, uh, he'd probably share about it, but then he started marketing it to other people and, and now he starts building traction and he's like, wow, I really feel like I have something here. And then it's— I've watched it over the last 3 years of knowing him. I've seen like his thing almost like flip. His situation flipped in that his personal page is to build trust and to show that he's doing what he's doing. But like he is forward, which is like his education company has nothing to do with loans, but it's helping people do loans. Is way more higher leverage from the standpoint of his event to a high-ticket offer, making a couple million dollars a year while he's having fun. Like, but he has Forward USA, which he posts tip videos on his speaking, like his personal— I would say like because he doesn't want to be the creator guy on his Neil Holm account. He wants to be a money guy. He wants to be the Like he, he's, he has separated, you know, the, the conversation, I guess you could say. Um, but yeah, that, that a lot of that just like came with testing and finding out and, uh, you know, and then over time it, you know, it becomes something over time. It's like something I say is if something doesn't seem like a thing, make it a thing, you know?

Perfect. Perfect. Okay. Yeah, that was really helpful, man. Thanks so much.

Uh, just a quote I wanted to, I wanna remind you guys that something I should always say on the onboarding calls, I just always forget, is what you learn through the challenge is still the framework to success in the Inner Circle. And what I mean by that is like the, the content to cash calendar, right? The, the hope or the, the do, the doing. The, like, the, if, if I was a teacher and you were a student and, uh, if I was a teacher, you were a student, and there was like, you know, things to do to be successful in this class, it would be the Content to Cash calendar, which is, I think, I do think internalize it. It must be different for everybody else as far as showing up, but I think at a bare minimum, since we were, we're on Instagram. Posting 5 to 7 times on your feed a week, 5 to 7 times a feed on your week, and then showing up on stories 2 to 5 times a day. Like, there's, there's a lot that I can tell, like I can help you with when it comes to offers and presentations and making more money. But don't, don't overlook just the, the basic, this is the basics. And, uh, the more people, more and more people every day, uh, more and more people every day are, are attempting. But that's all, that's the only group that's growing is attempters, are people who are just trying. The— it is still the— it is a— what do they call it, the blue ocean? It's still blue ocean for people who just like this is what they do. Like, it's what you talk about, it's what you think about, it's what you share about. Um, yes. What if our primary ICP— what's ICP? Is not an insa. Um, uh, is it person? Ideal client? I— and why would you say that? Oh, well, I help transportation business owners and I'm having a lot more traction with them on LinkedIn versus on Instagram. No, then, then, yeah, I think there's like Hattie in the group. She helps product marketers, you know, like grow in their career as a product marketer, get, you know, get increase their salaries and all this like cool stuff. And she is hailing it on LinkedIn. I think, I think there's something to say about that for sure. I mean, uh, now I would argue that showing up in this manner on LinkedIn would blow your stuff up because very few people are great creators on that platform and, and understanding how to share professional personal, uh, beliefs and like just building the brand on LinkedIn where people are like, I'm going to work with her. I'm going to work with them, uh, because I resonate with the way they connect, you know, communicate and things like that. Good stuff. Uh, real, let's go real quick. Uh, Chris and Vanessa, cause I have, I guess I got, man, like 2 more, 2 more things I want to get through and we got 30 more minutes. What's up, Chris?

Okay, Omar, uh, my name is Chris Houston. I help supervisors, managers, and aspiring executives get prepared before their next promotion. And I guess I wanted to just talk about, or just ask about—

you helping them get prepared is your process. Yes. You getting them promoted is what you help them do.

Okay.

I just want you to know that there's the, the distinction between the two. Right? Like, like when, when I read that, I want to read the outcome that you, you help people get. And preparation is your process.

Okay.

So, so I help supervisors, managers, and executives prepare?

No, just get promoted.

Oh, just get promoted.

Okay. Yeah. Got it. Okay.

I can, that's a good one.

Go ahead.

And, uh, so I'm 4 days in. I guess I'm one of the only maybe W-2 people on this call. So, uh, my wife and I, we're— we started our business not long ago, and we're 4 days in. We did our first podcast 4 days ago, and we've been posting on LinkedIn, YouTube Shorts, and Instagram. So I'm not going to be on the call tomorrow. We had a— that was my win that I was going to talk about on the call tomorrow. But if I would like to get on the hot seat and you check out our— oh yeah, my Instagram page or my website or whatever.

Did you comment on the post itself that Sophie put on?

I did not.

So I saw your post. You have my word, I'll hot seat your stuff tomorrow. and then just watch the replay.

Okay, got it. Because my wife will be on, but I'll be on a plane going to North Carolina.

Okay, cool. Love it. Love that you're here, bro. All right, all righty. Uh, let's check this out. What's up, Lanessa?

Hey, Lanessa here. I am— no problem, no problem. I am a certified nutritional macroscopist. That's just start there, which with just a prick of the finger I can tell with the Librel analysis how your deficiencies are. And so I wanted you— I led with something different because most people don't know, understand what that means. I would love you to just to look at what I have up on my Instagram right now. I say that at 57 I've unlocked the secret to losing weight naturally. I lost 52 pounds in 9 weeks. Uncover why you feel tired, inflamed, and stuck. Take assessment.

Great. I mean, so good. Everything I love. I would, I would like an emoji at the front end of this line. That's little stuff. Uncover why you feel tired and flamed and stuck. And then, so take assessment, like, why, like, why should I take an assessment?

Or, you know, all right, I will take assessment to see if you and I can work well together. My My program is a linear program. I don't just teach being a macroscopist, I'm also a certified juice therapist, so everything is mind, body, and soul. So it's a 9-week program that women actually go through a juicing program, they actually go through a weight loss program with weights and strength training, they go through a 9-week biblical program, and they also understand how to just show up.

No, great. Okay. All this is great. I would say, I mean, don't, please don't take this as a direct thing. It's more like a theme. I don't, do you guys notice how when we work on our business and many times we're consumed with what we do for people? Or like our processes, we're like, we love our process and we should, but we, I want, and this is a journey I had to go on. It was just like, but I'm great, but how long I've been in business and you know, but the, my course, oh no, but my thing like, and I, this is why when we do content hot seats, by the way, I don't need to watch your whole video because like if I understand like if if you're willing to build the thing, if you're willing to make the video, I'm sure it's great. And especially because like people do great work, people do great stuff, especially the Inner Circle. But there's levels in business where like, I think in the beginning, because the idea of starting something comes from an internal dialogue between ourselves and our voices, and maybe it was a spiritual thing too, maybe the Holy Spirit Spirit whispered like, hey, you should do this. And so, so there's a level of ownership. Asar. So there's a— yeah, and then, and then it's like really near and dear to our heart. And then, uh, so that's like level 1 is like we, we're like, man, I have this baby. And then level 2 is realizing that the baby needs a system to be able to health healthily, properly grow. And it's funny because my emotional attachment to business is, it becomes less emotional and as it should. Business should be just simply a vehicle to allow you to not, obviously your business should serve, we should, it should serve us. Our businesses should serve us at a high level so that it also can serve people at a high level. That's why Spirit Airlines had to shut down. They didn't create a business that allowed them to serve themselves at a high level, which then in turn as a fruit didn't allow them to serve people at a high level. And by high level, I mean intimate, I mean culture, I mean all that stuff. I say all that to say, like the assessment on your Instagram, it says take assessment is a general word. You know everything you just mentioned for a minute straight what's at the back end, what's behind that. But people don't know. Like, so, so like my mind wants to go, what? Like, do people want to know how fast they can lose the weight? Do people want to know how fast they can get to their ideal, you know, weight? Or, um, yeah, so like when I— when it says take assessment or free masterclass like Rebecca had, or fill out the form. It's like, I mean, like what Michael Sheedy had, it's, it could have been, it's like one-on-one, book a one-on-one call here. Or, and then before the one-on-one call, maybe there is an assessment that leads to the one-on-one call. But, but we're giving, this is where I like to say, give people reasons. We want to give people reasons to take action. Reasons and, and, uh, words inform the reasons people have. So we will, let's, let's use them wisely. So I mean, that's all. I just, I, the question is what, what would make somebody click that link and the, the words take assessment wouldn't. Okay. Think about the feeling. Uh, get your dream body, book a one-on-one call. Like that a dream body is a step away, you know, like that, that when— and this falls underneath the category of everything we do needs to appear easy, needs to translate in the minds as easy, not as work, even if It requires work. We all know it requires work. Everything requires work. But if human beings aren't looking for more work to do, then we have to use language that makes it feel easy. And that's where we find, you know, what Jesus did. He said, my way is the easy way. Like you're actually going down the hard route, which we all should believe about our business. If people don't work with us, they are going the hard way, the hard route. And so yeah, I would say something along the lines of like, you know, or like health assessment, take your one-on-one health assessment. Because if all it takes is somebody to just hop on a call with you, it's game over. You know? But again, when we are doing book of calls as our funnels, this is where, dude, we have to get good at sales. And sales is, you know, where are you at? What's frustrating about it? What have you tried in the past? Why didn't that work? What would happen if you, if this really, like sales isn't, yeah, so we're gonna walk you through the 9-week program and then after the 9-week program, we're gonna put you in this, you know, the, and then no, no, no, no, no. We just, we're just focusing on the pain of what it is and that by solving it, what will it do? Period. That's it. That's literally it. And then the investment is the investment. Still 20 minutes. Yeah. And then you work through the pricing stuff, but at that point pricing should be, you know, it should be not irrelevant, but it should almost be They should understand like the cost of not fixing whatever you're helping people with is more expensive than staying the same. But that happens when we make the pain of what they're going through really like, yeah, man, like, I mean, what will happen if this doesn't work out, man? I mean, if I'm not healthy, I mean, ultimately if you die, it's over. I know that's like an extreme example, but that's the trajectory when people aren't dialing in their stuff. And I'll give you some juice for this too, is like, I have made more money sitting at the weight I sit at right now than I did with what I did with 30+ pounds. Like legit, I made more money because I lost weight. And it's because I didn't realize that there was subconscious extra baggage that made me less confident when I was presenting because I, I'm confident in the information that I'm sharing, but I wasn't 100% confident, I guess, in myself, cuz I would have to unbutton my, my, my jean, the top button. I would, uh, people didn't notice it, but like, I mean, I work, I work, you know, baggier, boxy clothes, so you don't really, nobody knew I was like carrying that excess of weight. But nah, dude, I'm down 35 pounds and I'm making more money than I've ever made. It's like, so now, now let's, now we're talking about the payoffs of losing weight. Like you have, you have no idea how much, how much you're, you're, uh, and because I lost weight and made more money, now I got to hire someone and now the business is making more money. Now we got processes and systems in place, like all of this, and I could trace it all back to taking my health serious. This is sales, guys. This is being able to connect what you do to a deeper outcome and a more— like if you think about it, I literally, this is, I love this so much, I can do it with anyone. But I was with my brother who I just gave him a basic plan on how to sell his coaching for preaching and communication. I was like, dude, Michael, tell me if I'm wrong here. When someone preaches the truth, does that affect the community? He said, 100%. I was like, okay. When a community is living in truth, does that affect a city? 100%. When a city is affected and living by the truth, does that affect a region? Do regions affect nations? Do nations affect the globe? Is it safe to say that the pulpit is the catalyst for the world? Now when I say it like that, and the program's $2,000, what are we talking about? But this is where we have to unpack. We have to unpack in our own, with our words, the ability to create these images. And I don't like to talk like this because it could I seem like I, like when I talk like this, it's like, I gotcha. But that's sales. Gotcha. Like I made everyone in some way, shape, or form the way anyone has come into this program. I made you believe that the problem that I will help you solve, the payoff is unlimited. And I actually believe it. That's— I mean, sales is a transference of enthusiasm. So if you're faking it, people can feel it. But if you genuinely believe in what you sell, you'll— and I don't even want to call it the deep work. It's just like when you're working with clients and when you talk with people about their health, they're literally giving you what's happening as a result of your help. They're literally like— they say it in a way. I remember my cleaning lady when it was like the second one we had. This is when I was like learning sales and it was like, no, like what you do is just the surface level of what you do, but what you actually do is something else. It really is. But the ability to articulate it is what demands more value, is what demands more premium pricing. So like my cleaning lady, she just charges what she charges. I don't know, maybe she comes for like $250 a month or whatever and she comes once a month and does a deep clean. And I remember walking into my home and it was so clean, and I was like, dude, I was like, you don't clean homes, you trans— you, you transform spaces. You create a context for me and my family to have core memories. You, you cut out the clutter so that my stress levels are down. You, you actually lower stress. Like, now this is why I even say becoming a better buyer informs you becoming a better articulation of your, of sales. Like, because when you, when you are a value-based buyer and when you know what you're buying and when you know what, what you buy does for you, it changes how you sell. So like me, me acknowledging that she wouldn't even acknowledge that for herself. I'm like saying, I— that— this is why I could sell anything. I could sell anything because I could be like, dude, do you love your family? Do you love your kids? I mean, I do. How, how much, how much times do you guys argue based on things not getting done in the home? How many times do you guys get frustrated at going to bed at night and the house is out of order? Oh man, I mean, we just art. So you're telling me that like it is the clutter that creates the, the arguments, the, the conversation? Well, let's— I, I help remove the clutter so that you can live freely. Like, there's just a different way of saying it. Now, the people doing what we do in our industries, or like other people that sell what we sell very similarly, I'm just saying the reason why I am the highest paid is because I can articulate it at a more sophisticated level that demands a more premium price point. Uh, and, and I think it's so important to get in the rooms. This is why you guys should like funnel hack, hop on other people's sales calls, like, uh, go on other people's web classes. Um, read people's emails and like, it was, I guess this is something that I, I used to think that this was always available for people to, to realize when I guess it's, it is a, it's a skill to be able to hear what you need to implement. Like, because obviously the information is all out there. Like when I go to a mastermind, I am not looking to solve a $10,000 problem in my business. I'm not looking to solve— I am looking to solve $6 million, multiple $6 million problems. So then when I get an idea, my brain goes, can that be— can that make a million? Can that make— can that be infinitely scaled? So then when I hear that, like, Richman's like, yo, I use my AI chatbot to create You know, or I use my AI chatbot to enroll people in my program. I'm like, what? I have an AI chatbot. I'm not doing nothing. None of that. Tell me more. So then I go and then we launch Masterclass the Money and we made, I got paid. I'm getting paid. Essentially, we're getting paid $50,000 to, to figure out this infinitely scalable thing just because I had the ears. Because I understand what people need to hear or feel in order to buy. And then I also understand like the process of value. But anyway, good stuff. That was really good. I think that was a really powerful tangent. And it wasn't a tangent because it was powerful. All right. I'll just— I'm going to breeze through this and then, yeah, I mean, I think there's a lot to consider. This is why I love about This is what, this is what I love about this world is, is I like, I could solve one thing. I, I came with my agenda. I came with what I wanted to do for you, but then the room decides what they need. And then if I avail myself, then, uh, more, more comes from it. So session 1, we got the Instagram stuff dialed. Session 2, really it's just, uh, and this, this could be homework. Homework is just your value ladder. I want, uh, Ruby, can you gimme the whiteboard please? Um, I think it, I mean, honestly, it's like I used to never consider that this is an important thing, but if this isn't clear for you, then it won't be clear for them. And they don't need to ever see this, by the way. No one, no one needs to see this. But we know this is very clear and then we can optimize accordingly. So can you roll it over here?

Oh, okay.

Thank you. All right. So Okay. Just, just, uh, wash your hands or something. Okay. So when I, when I think value ladder, all right. Um, so it's just like, how do people come into your world? How do people come into your world? This, this is the open door to your business. This is where you people find you and you find people. So when it, this, it's funny cuz like, although it gets bigger, it gets less busy. Although it gets bigger, it gets less busy. So we can go back, we can go backwards. Like what is the core offer? What is the core offer? So I mean, a lot of my, our core offer, it's $25K. That's the core offer. And by the way, this is very Myron, but if I just put myself in a position to figure out how I can price my services at a higher price point. That way I can ignore— Ruby, can you stop? That way I could ignore every other thing. I could just— I can ignore all other— like, call it the superpower of decision-making. Just core, core offer. And it wasn't always $25, by the way, it was $2 and then it was $12 and then it was $15 and then it was $17 and then it was $19. And I, and I, and I, I only, and I only raised it based on my convictions. So when I felt convicted about the price, I would raise it. And so, uh, I feel good about this. And like it, and it, and this has been a 3-year journey. And I'm not saying you, all you guys have different, we all have different journeys, but like now I felt a strong conviction after testing some things for a $5K price point. And then we are working together for the $50K. Which is, uh, it's gonna be called Upper Room. This is Inner Circle, and this is Masterclass to Money. Okay, so that means Upper Room. Upper Room is going to be for the people who make over $250K, who have a, who have a team, um, and it's mastermind, it's not coaching. But anyway, I'm going backwards, right? So like, how do, how do people get here? Well, people hear the offer from the challenge, uh, whoops. Uh, Content to Cash, which is, you know, there's price points, right? We got $97, $297. they hear about it through application. Uh, now we're still, we're still working through that. So right now, Content to Cash Challenge, uh, sales call. Okay, well then how do they hear about the Content to Cash Challenge? The masterclass. So masterclass. Masterclasses when I teach the 5 mistakes. Uh, they also hear about the Content to Cash Challenge through the podcast, but what I, what I want to make a clear distinction here is that every point is an offer right now. Not Not all offers are— need money in exchange for them, right? So, so this, this, which is the most busiest, we have YouTube, social media, ads, uh, lead magnet. New ones. Go ahead. Uh, YouTube, social media, ads, email, and in ex— in exchange, the, the deeper level of value. So then I say deeper level of value, I just mean intimate. This is intimate conversion event, and then another intimate conversion event. To irresistible core offer. Now this becomes way more robust the longer you stay in business cuz you realize more solutions. I like when I think about lead magnets, I, it's just funny cuz like there's stuff that we have. Annabelle's like, what? Why don't, why do we not frigging make reels around this? Like we have a shredder checklist for people who throw events and want to, and want to like kill it like the way we do. We have a checklist that we just made based on what we do. How many? Like, what are we doing? And I would say you're probably sitting on a ton of resources too. But I think when you first start, it should be YouTube, social media, ads, lead magnet, book a call or application to book a call or assessment to book a call and then offer. Like, literally it's— but if you don't understand how this works, what will happen is you'll think business is guessed. Business is not a numbers game, and you'll always lose to the person who it becomes a science. So when we did, we did our Content to Cash Challenge checkup meeting, or, you know, review, and we, you know, we put 45 in ads that— hold on one second. We put $45,000 in ads, $45,000, which by the way, that takes some cojones. But I need more cojones because we could have done $1 million if I put in $100,000. So, peace out, Rebecca. Uh, So we got $45,000 in ads. We made, how much did we make in ticket sales? $55,000, $56,000. $45,000 in ads, $56,000 in ticket sales. So now we're going into the challenge with just a little bit of profit. That's cool. In the past, I think when I first was running these, you know, it was really cool. It was like we go into the challenge, it's like $20 grand in the green. Now some of my peers would say, bro, you should be entering your challenge in the negative. That's why, because people buy on your challenge. So then why not, why not keep going until you figure out that like threshold? And which is what we're doing, we're learning. And by the way, this is just a numbers game. So we got $45K in ads, $56K in ticket sales, and then we did, uh, with both Inner Circle and Masterclass to Money, it was, uh, what was that number? I'm like, this is—

you want me to share the numbers? Yeah, the Inner— uh, the Masterclass to Money was $50,000 and the Content to Cash Challenge tickets were $53,000, and then Inner Circle was $477,000.

So $477,000 plus $52,000 plus $52,000. Okay, but like that, the— these are all great numbers, pretty sweet, but it started with me— it started with me putting $45K down. Am I telling everybody here to get on paid ads? No, I'm telling here for you guys to test your value ladder so that you can gasolina. That I got gasoline. I don't even know what that means, but he's also born again, so he's not singing that song anymore.

A mí me gusta la gasolina.

I like pouring gasoline.

I like I like gasoline. Yeah.

That is a trip. Okay. Yeah.

Yeah.

Great stuff. Okay. That's the value ladder. I mean, that's just something that you guys, I mean, just keep working through. Just keep, keep put testing out lead magnets. I didn't like, I, I, the least, the least expected lead magnet is what grew my email list the biggest. By the way, running ads to a lead magnet. Talk about like if you have, guys, if you had $250 to run ads to a lead magnet, it would probably be anywhere between $1 to $2 a lead. Meaning you're putting out an ad that's saying, if you're struggling with this, I put a resource together, zero cost, just swipe up or click the link or whatever, right? Then you got their information at the idea around the thing in which you help. So now the question is, how do we move those people from that place and nurture them? A very underrated strategy is what, what, what I have failed to realize that I realize more than ever. Is that all this, even the challenge, all this is nurturing. Like when somebody is in your world and you're posting consistently and you're sending out emails and you're inviting people to calls and you're inviting people to application and you're inviting people to it, maybe a masterclass or a tiny challenge, or they take the tiny challenge, they take the masterclass, they take the Content to Cash Challenge and they didn't buy. It did what it was supposed to do though in your business. Like, don't for— yes, people get discouraged. I mean, I ran a challenge and nobody bought. Okay, no one bought, but you, you just nurtured the crap out of them. So like, there's something that they would maybe buy or something, or, or they'll just stay in your world and just like Evan Fox, who was on this call. I remember him telling me that he took the challenge in September and he joined Inner Circle in February or March. Why didn't you join in September, bro? Man, I'm doing like my— I'm putting ads in the marketing and this, that, and the other. And well, he just wasn't ready. His life— this is where the reason why we need to have a nurture sequence or a value ladder. This is what it is, is so that when people are ready, We've been, we've been, we've been there the whole time. This is where I teach business like a church. The doors are always open. I'm showing up every Sunday. I'm dropping a long message or a core message once a week. We're, we're doing little small groups by posting reels. I'm like starting conversations on reels throughout the week. We're sending emails and then we're meeting again and then From time to time, I'm going to invite people and say, hey, if you'd like to become a part of this thing, meet me, come to this class. It's literally the same thing. Um, yes, it's our job to even make them ready. Some people don't even realize they're ready. Um, and that's what nurturing does. The, the other thing I was going to do, obviously ran out of time, but it's just, it's the easiest thing. Your, your next YouTube videos. Uh, if YouTube is on your, is on your, uh, agenda, which I believe it should be on everyone's, cuz you've— here, here, here, let me, let me share what unlocking infinite content looks like with the example of Erica Lamar, who's in the program. Erica Lamar, someone who come, who, who's, who joined Inner Circle October of 2024. She's, uh, renewed. She's in the program still, and she does real estate here in Vegas. She never showed her face before she came to the program. Jumps in the program, started showing her face, and that was a breakthrough. That was just like her talking to the camera was huge for her. And so, uh, she starts sharing her face. Then she started a podcast. The podcast just builds relationship. Doesn't have to really grow her real estate business, but she started a podcast and she uses it selfishly to get free coaching. She uses it selfishly to build relationships, right? Um, and she unlocked infinite content cuz she realized the overthinking is what's supposed to fuel your ability to be consistent. So what I mean by that is she sees the world differently. She went to a wedding last 2 weeks ago. She went to a wedding and I saw her. I saw her go to the wedding with her family and show the couple. Then she posted a reel and she posted a reel about going to weddings in Las Vegas. Like, she made her attending to a wedding a, a piece of content, bro. While we're here like struggling what to say, Literally, I was just like, this— I sent it to the team, I was like, this is unlocking infinite content. Look, just a local Las— just a Las Vegas— Las Vegas— just a Las Vegas local enjoying one of the most beautiful wedding venues in Las Vegas. Like, she just made a piece of content from attending a wedding. This, this is like, this is where, this is like the ability to even see it that way. Uh, and so, I mean, she's doing it with sushi anyway. Um, I say that to say, yeah, the doc is there. Uh, I mean, the biggest thing is just, I think everyone should be making content and especially YouTube videos on things you can easily answer, right? What questions are people asking that you can easily answer? Uh, it's actually negative 3 minutes. I was done 3 minutes ago. I need to end now. Uh, so Ruby's keeping me in check, which Which I guess, yeah, uh, usually I keep, I'll go like an hour over, but I actually have to, yeah. So, okay, here's what I would love for you to do. I would love for you to take what we talked about the last 2 hours, obviously clean up the Instagram stuff, let that inform your other things, work like the value ladder. And, and then yes. And then when you get the Freedom Award, turn up. I don't know, Ruby just grabbed this. Um, okay, amazing. Tomorrow we have content hot seats. Um, so if you have, if you have content to be reviewed or you want your page to be reviewed or something, uh, link it into the, the, the Inner Circle group. And then yes, sir, that's it. All right. You guys are incredible. So fun doing this. Um, and, uh, excited, excited to see the crazy wins that come from this. Shout out to the Think, uh, the Think Inner Circle team for the video department squad for making this happen. All right, you guys have a great week. We'll see you on tomorrow's call. If not, check it out. Watch the replay and then, uh, content to cash calendar. Post, post, post. All right, y'all, we'll see you.