CASE STUDY: How Andrew did his first £15,000 quarter

All right, what is good? We've got Andrew Lees here. Andrew, give us a quick intro. Who do you coach? Where are you from?

Okay, so I'm from just outside of Manchester in the UK. I work in the electronic music industry as a marketing manager and an artist manager, and I coach DJs who are like entry-level DJs who are all learning how— they already know how to DJ, they are learning how to become an artist. And that is kind of like my niche is how to become the artist. Um, so if you work in a coffee shop, the first thing you do is learn how to make coffee. Yeah. Whereas DJ, the last thing you do is how to promote yourself, and that's the number one thing you need to learn, and nobody teaches you that.

All right, before we play the rest of this video, if you want help with this stuff, right, like growing your business, scaling your business, it might be leads, it might be, you closing more sales, maybe it's hiring a team, whatever it is. If you want help with this, click the link below this video, book in a time to chat with me, and let me see if I can help you grow. All right, let's get back to the video.

Like, my audience, like, are working in full-time jobs, so they're technically plumbers or they're technically painters and decorators. They have real jobs, but you'd never know it from their Instagram. They're all DJs online.

Got it.

Okay.

Two lives of like, there's a huge barrier that stops them achieving what they want to achieve, and it's called a 40-hour week job.

Yeah.

And there's a huge barrier in like, we can sell products for like £125 a month or £1,000 a month or whatever it is. Like, they earn £1.99 off a song.

Yeah.

And then they split that with a platform that sells it, the label, and then they might have to pay a vocalist or a collaborator as well. So they're like £1.99. Their income is like 20p every song. Got it. And then they don't make any money until they start getting booked for shows, which might take years. Yeah. And that's the biggest problem of like the music industry now is like streaming. Like a fan has to listen to you like 250 times for you to earn a pound.

Got it. Okay.

So you're helping DJs market. You're helping DJs get more eyeballs and things like that.

Okay. Yeah. It's awareness, it's Instagram, the top of funnel. Like they wouldn't even understand what top of funnel means. They just know like they have to share on Instagram and they have to be on Spotify. So like I live in the magic triangle of Instagram, TikTok, and Spotify. Got it. That's where they get, that's where they get more awareness than anywhere unless it's in person.

Got it.

Okay, cool.

What are we celebrating?

Um, two back-to-back 5K months, which is like unheard of for me.

That's fucking awesome. Two back-to-back. It's 5,000 pounds for you, right? You're in the UK. Okay, so a little bit different. I don't know what that is in USD. 6K, 7K?

Probably about 5, 5, 6.

Yeah.

Okay. On a good day.

Yeah. Okay, cool.

So that's what we're celebrating.

If June is the same, which I think it should be, I haven't done it, but that would be a 15K quarter.

That's pretty awesome. Cool. So like consistent, consistent 5K months.

Yeah. Okay.

Like I got to the point, like at the end of my 90-day coaching program when everyone's like, I joined you on the 11th of March, I started doing sales on the 16th, 17th, 18th, 19th. So I've just had my final payment go out for a lot of the 90 days, the payment. So it's now like the biggest challenge for me is to make sure that the next quarter is the same, if not more.

I want the next quarter to be better, but we'll get there.

Okay, cool, cool, cool.

What was I going to ask? Where— so you just did like back to back, like consistent, like £5K month or £5,000 months. And you said that was, quote, unheard of for you. So like, where were you at before we started working together?

So like, peak summer last year, I, I, I did a 3.5K month in October, and that was my biggest one, and then everything fell apart. So like, last October was my highest, which was 3.5K, and then November off the back of that was 1,700, and off the back of that it was 1,500. And then February, month before, when I first like 2 weeks before I met you, it was 1,200.

Okay, so your average maybe was like 1,500-ish?

Yeah, so like essentially that's not even like 12, like, you know, like we're going back to like where I started as like an 18-year-old. Yeah, there, like I was 35 on Saturday, plug.

Okay, cool.

Well, I mean, you 3x your business basically, right?

I did it in like 6, like I essentially made more money in 6 days in March or like mid-March or April than I made in the whole month, and then I made more money in May than I made in the whole of August, winter. Mhm. Like, 3— or 12K, 12 and a half, like, sorry, 1,200, 1,700. That's too— that's not even like 2 months' work, and I made that in like 2 weeks with you, right? Okay, you know what I mean?

Yeah, yeah, yeah, yeah, totally. I know what you mean for sure. Okay, so you went from $1,500 a month-ish to £5,000 a month-ish consistently. So before £3,500 was your highest ever, now you're consistently higher all the time, right?

There was a one— there's a £1,000 client in there, Flap, which was new in March, which was essentially he paid me the money and I just give it to you. Yeah, I was like, pennies.

That, that leads me into my next questions. Like why did you even reach out to me? Like you were having these experiences where you had a max $3,500 month, you were doing maybe $1,500 average, but like what was the problem for you? Like what made you reach out? Like why did you even message me?

I just couldn't do another month, like winter like that. Like I, like notoriously, like the music industry pops in summer 'cause that's when like festivals happen and obviously different parts of the world have a different part of the summer, whereas mine, is all built around the UK, Amsterdam, and Ibiza. And like, if I was gonna go to those places, I was like, you know, to go to just go there, like, I couldn't have done it on my winter salary. I couldn't even afford to go. And like, you know, like, I'm very lucky that I have a driving license, but I don't have a car, so I don't have any— my rent is my biggest expense. Like, last year, if I was to look at my expenses, I probably spent more money on like going to events and I did on Rents. Like that's my like going to conferences in the real business world, right? Like those events are my group, my business meetings.

Yeah.

But that's where you get seen. Like even the artist I work for now in October when I saw him was like, it's nice to see you out in the wild again.

Yeah.

Because last year I just couldn't afford to go anywhere.

Got it.

Okay. So you, I had a big summer. I went a lot of places, but in the winter I just couldn't afford to go anywhere.

Got it.

So I was like, I can't, I can't have like a big summer again, maybe hit a 3.5K and then have a quiet October, November, December, January, February, 'cause I, I just can't live like that anymore.

Totally. So you just had an enough is enough moment. You were like, you know what, I just literally can't do this anymore. And like, I'm just gonna go get some help basically.

Exactly. And like last, last year, like March was when I set up coaching. Like I'd done like a £50 call, like if you need this, cool, it's this much money. I'd never done like the 90-day campaigns until April last year. Mhm. And that was like, there was a, there was 3 different pay brackets that I tried, and when I got to like the pay bracket I'm at now, I was like, oh wow, that actually works, people are paying that. That was like a light bulb for me. So like, I've always known that if I can have 20 to 30 artists a month at that price, I'm $5,000 to $6,000 a month just off coaching.

Yeah.

And it was never like, you know, like, you know, like you've said to me, the first thing you said to me is like, your prices are low and they are, but like my target market to some of these people, that's like, like, I don't know if I can say this to you, but I work in the music industry. So like £125 is cheaper than 2 bags of you know what. Yeah. And like I can say to people on a call, well, look, do you want to carry on doing that or do you want to do this?

Yeah.

And that was my price bracket. Like, that will do nothing for you. This will change your life. Totally. That will ruin your life. And that's kind of where I got the price bracket of going, I know how much 2 bags are. So if I said to you, how about you don't do that this month and you do this? And that was how I started selling.

For sure.

Because I could, I could speak to my market.

Like that. Like, okay.

You can crop that bit out if you want.

No, it's all good. It's all good. Maybe we'll get to— maybe we'll hop to offers in a second, but I'm— because like, we'll probably maybe dial into that in terms of like, what did you do to get there? But I guess my question for you is like, you got to that enough is enough moment. You're like, okay, I need to figure this out. I can't do another winter like this. I'm going to go seek out some help. Like, how did you— and this is maybe a two-part question, but like, how did you find me? Like why did we get on the phone and was there anything when you knew what I offered, like was there anything that, any reason you almost didn't jump? 'Cause you did jump and I was super proud of you when you did 'cause I was like, I know I can help this guy, but I'm just curious, like how did you find me and were there any hesitations before jumping in? Like before getting started with me?

I found you through a Facebook ad or it's an Instagram ad on Instagram. It was definitely stories.

Proof this is facts.

Proof this is facts.

Yeah, it was over stories. Yeah, I think not feed posts, it was a stories ad. And like most blokes on Instagram ads always go with that, like, are you an agency owner who's hitting less than this much a month or that? And you didn't do that. You give me a, you hit me and goes, okay, cool. That's different. I can't remember what your opening line was. Maybe you can go back and see your ads. But like, you give us like a— it was something about tips. So, you know, I have an Instagram broadcast channel, right?

I know exactly what ad it was.

Yeah. So like you said something about like a lot of coaches give out tips, whereas actually like what you need to do is this. And whether it was like an Instagram— you brought up like a screen record of your Instagram where it was like this post, this post, and this post. And like, that was like Okay, cool. She knows what she's talking about. Like, whether she's like, and then when I landed on your Instagram, there was a really clear bio. There was a really clear set of content. And I looked at her, like you, and goes, okay, I've just found the Canadian female version of me. If I was to create content, that's what I'd want to create.

Yeah.

Oh, that's how I speak to clients I coach. I showed him examples, like I'm big on examples and you give me the examples. And I was like, well, that's how I coach.

Yeah.

It's, here's the example, make it in your own way. Or this DJ's done this, this, and this. You are a collection of all of them because you're female, you're mixed race, or you're white and blonde. Like there's you. That here's you now with 1,000 followers and here's you with 60,000 followers.

Yeah.

Here's the artist that I think you relate to. That's what I'm very good at. And you did that and you swore in the ads, so you're completely unfiltered.

Okay. So it seemed like we would resonate and I swore in the ads. So that was what drew you to me. That's hilarious.

But like, that's what made me go, right, I'm going to message her because like so many coaches are like, you can tell agencies have done the videos for them. You can tell that they've gone and booked out a studio. You were just I think you were in your kitchen.

Yeah, I was just in my, I was just in my room.

Yeah, you were in an Airbnb or like a kitchen or, and you were talking. And then when I went and watched one of your videos, like, I don't know if you know this, but like, I'm, I'm off screen, I have one of these.

Yeah.

If you do that on, like, if you're doing something with your, like, there's psychologists are really good at like separating a bag of Skittles out. Or M&M's and going, right, these are you, this is this, and then if you move it all together, that's what's your head. And they distract you from what they're actually saying, but they do it. It's called— there's a technique to it.

Uh, it's like, I've heard it called maybe Pope in the Pool or something.

Pope in the Pool. That's the thing that you distract them by, like, or you put a candle out, or you blow a candle out when it gets dark, and they cope. And you did that, and I was like, okay, she knows how to make videos.

Yeah, yeah. Okay, cool, cool.

Um, that was what essentially made me message you. And then I think you remember, like, when I said to you straight up and goes, right, I'm taking notes, show me your funnel.

Yeah, totally.

When you, like, laughed at that, I was like, cool. And then, like, you— like, so many people use ManyChat. You were ManyChat. I knew I was talk— I was trying to work out in the DMs, am I talking to a VA or Am I talking to you? Yeah, because I can tell a mile off. Yeah. What a VA has been told to say and what a founder of a company who is passionate about her business would know. Because I'm the second version. There's no such thing as a VA. I'll never use ManyChat.

Okay, so you found the ad, it was valuable. You clicked on my page. You're like, okay, I resonate with this person. It helped that I swore. You knew it was actually me. So there was a connection there. And then we booked a call. I want to fast-track us just a little bit because I'm scared we're going to get cut off with time, but we, we, we booked a call. I think you knew I could help, right? I was clear I could help. Was there any fear that almost prevented you from jumping? Like, what was going through your head on that call?

So like, there's two things, right? I joined Daniel Priestley's coaching program, and I understood that he was the person of influence as soon as I joined in. He's the reason why it was sold to me. He wasn't in the person, like the courses. He wasn't the guy speaking to me on videos. He wasn't that. As soon as I, that was the only thing I said, I think I remember asking you on the actual sales call, like, is it all you? And you were like, yes, it's 100% me. And that was the final straw. It's like I've shown you the book, right? This book. It's like Key Person of Influence book, right? I'd read, I was reading that. And I realized that the course I'd joined before, the book was better than the course.

Mm-hmm.

The, the person who wrote the book was the reason they were selling the course, but he wasn't in it. He was the person of influence as the business. Yeah. He's the influencer. He's that. And I saw straight through that as soon as I joined and goes, I, I, I'm not gonna enjoy this cuz I wanted him.

Mm-hmm.

And what I got him was hitting this, right? Okay, so like maybe there is a Morgan business book one day, but like there is a— I wanted you. I didn't want to be pawned off by a sales guy. Yeah. And then the sale, like the sales guy in the call, the course I did before, I wanted— if he'd have been in the business and showed you how to do sales, I wouldn't have ever needed you.

Yeah.

Because he sold me the dream, like everything. And it was like, I messaged him going, wow, you're an incredible salesman. And I, and that was the thing of like, I, I realized very quickly this was only you.

Yeah.

So did you have experiences in the past? Like, did you have any bad coaching experiences or?

I've only ever joined a course and they had like, it was, it felt so like old fashioned. Like, I don't know how old you are, but you, we feel the same age.

Yeah.

Like we feel like we've gone through Instagram at the same point in time. We feel like we've gone, these were like older business guys. With like blazers and, you know, like professors.

Yeah.

They didn't feel like they spoke Instagram. They spoke business, not Instagram. Okay. I needed someone who could speak Instagram and that's what you did.

Okay. So you needed someone Instagram specific and you didn't have like bad experiences, like you didn't have a terrible experience before in the past, but you didn't have like the exact experience you were looking for.

It was a waste of money. The book was free by signing up to his webinar and then I had to pay 5 grand for over the course of a year. It's like you're double the monthly price, but they were 12 months and you're 4.

Yeah.

And I just felt like, what a waste of money.

Yeah.

I know I wanted a coach, but like that experience was either the reason I jumped or it was a reason I was like, I don't want to message her because she's just another coach. Whereas you showed me you weren't just another coach.

Right.

Okay. So my last question for you on this piece is obviously you said like you had just gone through a winter. Where you're just like barely scraping by, right? Like not a ton of money is coming in and you can't even do things that you want to do because you're like, yeah, I'm barely making enough to pay rent here. So I'm going to make an assumption that like jumping into a coaching program, like a high ticket coaching program, was like maybe scary. I don't know. Like, did you have any hesitations? Were you like, how the hell am I going to afford this? Like, what were you thinking? Like, how did you jump over?

I kind of realized that like the coaching program on the first one, I thought they were going to make me the money. With you, knowing it was $1,000 or like that price, like I knew that I had to make the second payment myself. I knew I had to make enough money, and I knew I had to apply myself and go into your course and go, if Morgan says this, I have to do that, right? And that was— I, I watched your YouTube video as well where you broke down the amount of money you made that year., and I was like, I'm not like, and you were wearing an Acquisitions hat in that video. Like, and I was like, okay, I, she's read the 100 Million Lead books or she's done his courses. I want to be like that one day. I want to be like, right, he's a product of this. Or the artist, the DJ clients, I'm gonna work with those DJ clients because they worked with Andrew. And if they worked with Andrew, then I know I'm gonna be in safe hands.

Yeah.

Okay. So basically you just, you just knew like, yeah, this is a lot of money, but you're also like, this is going to light a fire under my ass and I just need to apply myself. And I know if I apply myself with this, whatever, that I'm going to be able to figure out the second month. So you didn't even 100% know how you were going to have it, but you're like, I got this one, I can do this one.

Like I got a client and like I quoted them the exact amount of money. That you want for the month. I was like, if I know if I have that payment coming in, like he pays me on the end of the month, and if I made him pay me the first month upfront, because that paid for you. I'd have normally waited, you know, like, cool, let's do the first month. And I was like, nope, he's going to pay me upfront. That money is going to pay for Morgan and she is going to make me help me pay pay my rent and she's gonna help me pay my second month.

Cool.

Okay. If it's not, if I can't do it, it's not her fault, it's mine.

Right. So you—

And that was the mindset change.

Yeah, okay.

So you trusted yourself. You were like, yep, this is a stretch, but I know this is gonna be helpful. I know that like you trusted yourself to be able to jump and apply yourself and be resourceful and make it back. And you didn't put it all on me, but you're like, I know this chick can help me. But I got to do the things. And the moment you moved, it sounds like the universe moved with you too. It was like, oh, he's, he's committed, he's doing the thing. Cool, we're going to back him up. And then you see the first payment, whatever it was, like that's the same amount that the client signed up and it just started.

The world, the universe made it happen. Like I got a— it was a referral client. It wasn't like I'd never met him. It's not in the music industry. It's completely different. And I was like, right, music industry prices are this. This is a different world. The price is this. And that was it. And like you said, I said this to you before, why now? Why me? You said, I literally remember the answer I gave you. It was, I can't do this anymore.

Yeah.

Like, okay. You asked me a question and goes, what's stopping you from just building an agency? I was like, I know how to build one of them. I've built one of them. I wanna build a coaching business. I don't know how to build one of them.

You do. Yeah. Okay, cool.

So I'm scared we're gonna get cut off with time. Um, but if you could say like, What were the 3 things that did it for you? Like, what were the 3 things, 1 to 3 things, it could be one thing that moved the needle that's got you where you are now. Like what helped you triple your business in 3 months?

You had my back from the moment we were on the calls. Like you said to me, you're good, I can tell you're good. And that meant the world. That was just like a confidence boost. The sales call of not just find, like, I always go in and go, what's your origin story? They tell me their origin story. Have they gone— I go, have you told this on social? They go, no. And goes, and then it makes a light bulb go on their head. And then I go off the back of like, well, if you join my coaching program, I'll help you— what you've just told me, I'll help you turn that into content. That's helped. And then number 3 was just like, I have this question, it's like, what if it works?

Mm-hmm.

Like, what if it works? Like, it wasn't, oh my God, what if I waste another £1,000 here? I went, what if it works? So I started to say to them, to my clients or coaching calls, what if it works?

Mm-hmm.

What if you can quit your job? What if you can become an artist? What if it works? Are you prepared for that? Because a lot of these people aren't. They don't know how to tour. They don't know how to be an artist.

Yeah.

I work with an artist that who does it. So when I say, well, I've seen this journey, I work for this guy, I'm surrounded by the best people, and that's why I'm as good as I am now, and you get that experience from me to you, I'm going to teach you all this, and they go, great.

Yeah, okay, that's it.

That's what changed. I never used to do that.

Okay, cool, cool, cool. Anything else?

On that side for you?

I think you'd like the one sentence that you pushed me on so much at the beginning was, um, I help artists engage their audience to get more bookings. As soon as I started speaking about bookings, yeah, they sold for sure. Does it believe that I'm the guy that can help them get more bookings? Because I've done it with other artists for sure.

I would say like from my, from my, and this is my perspective, but I would say for sure You knew who you were talking to, but you weren't being clear about it. And we had the messaging just a little bit out of order. And so we dialed that in, which was huge. We worked on your offers, which was huge. And then I think the other biggest thing for you is what you just said. It was like, it was the mindset stuff. It was like getting you to focus like on the right things. 'Cause like, remember how you were like, you just asked the right questions at the right time? Like I think that was helpful, but in general, your whole mindset was, you were just a different human when you stepped in here and that's on you.

You know? Yeah.

As soon as I made that first sale, I remember texting you and in Slack and be like, I've got 7 leads. And you were like, how?

Yeah.

And that was in like my first day.

Yeah.

And I just used my broadcast channel differently.

Yeah.

My messaging changed because I've seen, I had a one-to-one conversation between me and you that I could go and refer to and I go, right, book a call. And you like the way you got me to book a call. I started like the reference point of our Instagram DMs at the beginning was my reference point to every new person for sure.

And same with the calls.

I think you picked up a couple of sales calls. You're like, I'm going to use that.

My call, our call between me and you was probably more useful than the course originally because I knew that you got me to spend the that much money. Yeah. And that's the most I've spent on anything other than a laptop and a car.

Yeah.

Or a holiday. Like, do you know what I mean?

For the record, I do the same thing. Like, the most money I spend on anything— like, I spend way more money, like infinitely more money, like 100 times more money on coaching than I spend on cars. But anyways, um, before we wrap, my last question for you: is there anything else you want to share? I mean, I'm celebrating the heck out of you. You've got to the consistent back-to-back 5K months. We haven't even implemented all the system yet. Like, there's so many things left to do. And so when you say I want to make the next quarter the same, I'm like, yo, I want to, I want to make the next quarter better. But my question for you is, they're like, is there anything else you want to add? Is there anything else you want to share at the end of this? But you've only got like 60 seconds because I need to—

I think like one thing I've learned is you don't have to do a course in one sitting. Yeah, I knew I had 4 months with you and I knew after week 1 I was going to commit to another 4. Yeah, I knew that and I kind of knew that like, like there are some people that like, if I hadn't have done this, however many sales I did in 2 weeks, I'd have panicked. Yeah. Where, because I did the sales, I was like, right, I know I've got 90 days income now.

Yeah.

And that was what changed everything because I knew I could start taking my time.

Yeah.

It wasn't, I have to sit every single lesson of this, of Morgan's course, and that's what's gonna, when I've done it, that's what's gonna make the sales. It wasn't, it was just make the sales and go, wow, that's how to do it. And I know that there's ads, I know that there's content to be made. I haven't done any of it yet. And I think anyone watching this, yeah, is you're in this for 4 months with you. This isn't, I have to do the whole course in week 1, and if I don't make a sale in month 1, I failed. You've got 4 months.

Yeah. Yeah.

And I'm in what, month 3 now? Yeah. So I'm in week 9 or week 10 with you out of 16.

Yeah.

It's not perfect week, month. It's not month 1 perfect. Mine was, but it's not— not everybody's is going to be like, you have so much time.

Yeah.

And you're available every day. Yeah, pretty much.

So longer-term mindset, basically. Yeah.

I just needed you to fix my offer. I didn't need to fix you to pitch my program. My program is there. You just need to fix my offer and you fixed it and it worked for sure.

Okay, dude, thank you so much for sharing all this. Like, this has been awesome. I do need to cut this because there's literally someone in the waiting room for 2 minutes.

Can you do me—

can you do me a favor and can you message me, whatever, VM me about whatever you wanted to share? Because I don't want to miss this, but I need to hop.

Of course. Cool. Cool, cool, cool.

This was dope. I appreciate it.

And when you've watched it, I would love to have an hour with you on like, say like I'm in week 10. This is all going to happen in September. I would love an hour of your time where we can go roadmap.

Cool. Hit me in Slack. Okay. Okay.

Peace and love.

Thank you very much.

All right. Once again, I hope that you thought this was helpful. I hope this was valuable for you. If you want the absolute most value that I can provide to you, I promise you it's not going to be in a video. It's gonna be by freaking working together and letting us help you execute this stuff. So if you want help executing this so that you can grow your business, scale your business, click the link below and find a time to book in a chat with me. I'll see you there.