EXACTLY what to focus on to scale your online coaching business in 2025

All right.

What's up, beautiful people?

In this video, I am going to show you how to properly identify the constraint of your business so that you can scale. So what you're about to watch wasn't something that was supposed to be a YouTube video.

It was just a call that I did with a client.

But she is a running coach. I think that when we first started working together, forget exactly how much she was doing a month, $5K a month, and now she's doing $15K or $20K a month. And she wants to know how to scale. And so we were building out a roadmap. How do we keep you in momentum?

Where do we go from here?

Uh, and so this whole call is to just show you how I think through this with clients, right? With the system that we have, how do we think through what's the real problem? Because you can solve, you can do a really good job of solving the wrong problem in your business and you won't scale. Right? And so this is, we are identifying what's the constraint, how do we solve that problem. We talk about DM setting stuff, we talk about team, we talk about, yeah, just getting more leverage with team, having conversations with team members. We talk about testing different ads, we talk about proper warm-up before the sales call, we talk about a lot of stuff. So anyways, without further ado, Yeah, enjoy the video.

Long time no see.

Hi, how are you?

How the heck are you?

Good. I actually just got back from a run, um, and I like jumped in the shower, was like, oh my gosh, my— this meeting, because I like had the notification and I was just getting to the track to go run, and I'm like, ah, but I mean, it was perfect time. Like, I had plenty of time to get my workout in. I was like, hurry. My face is still kind of red because it was so hot.

It doesn't look red at all, to be honest. You look fine.

Yeah. Yeah. Oh, cool. Okay. I was like, man, my face is probably all red. So I'm drinking my protein powder, my protein drink, my post-workout work thing.

Also, lunch.

I know, like, you got to just kind of as you go. Yeah.

This is what happens when you run the group calls too late. You're like, oh, shit, I don't have time to eat lunch now. But it's all good. How was the YouTube call for you, by the way? Real quick.

Helpful? Super exciting. Like I was taking notes, like, um, just, yeah, no, because I know this is an area that like, that's the biggest downfall that I have, I feel like, is like that nurturing. Um, and sending something like I have nothing to like send them other than like maybe recent, like posts or some testimonials that I've done in my feed, but like, no really long-form content. Like, I have like a couple, so I've saved those and we'll send those. But like, I'm really excited about it, honestly. Um, and I think the challenge is kind of what— when I need to like light the— put a little fire under my butt.

100%. Uh, I'm glad you stayed, by the way. Yeah.

Oh my gosh, I am too. I was just like— I came out of that and I was just like jumping around because I was just like excited. Like, my head— I'm pumped for you.

I'm excited too.

He's like, aren't you glad you stayed? I'm like, that's so funny.

Yeah.

I said that.

I'm willing to bet you'll get a lot more than like $2K of value out of that, out of the YouTube thing when you end that.

Oh yeah. I mean, thinking about that's, yeah, that's gonna be a whole new thing. And, and it's something that I'm not doing at all. Like that I know. And I have said too, like when I came out, I was like, I'm like, the only thing I feel like is like, I don't have, I mean, I'm like the nurturing part. Like I need more long-form content. Like YouTube is scary to me.

Like, yeah. Yeah. I mean, go look at some of my videos though and you'll see like, One of them I like, it was, it was in Panama. Like my hair looks like crap. I'm like just chilling on the sofa and I just have my computer in front of me, like recording a Loom video. Like it's, it, and it's just like, this is how you don't get the I don't have time objection. Like it's just simple, simple. Like it doesn't have to be crazy. But anyways, I guess to start with this call, I just want to make sure we're covering everything that you want to cover. So I'm just pulling this up. Um, had this up earlier, but I just want to make sure. Um, one thing you want to go to the coaching call, chat about DMs, possibly ads, basically what we started to dive into at the end of the feedback review of program. Anything else? How to keep some momentum going with growth and how to make the most of the next 4 months. So yeah, DMs, adds momentum, basically what I'm hearing. Uh, is there anything else you feel?

No, just, um, in regards to the DMs, just like maybe I need another setter or something. That was like the big questions, like do we need another setter, or what can we do to maybe maximize what I'm doing or what we're doing. Um, in there. Um, I, I don't really know as far as like getting another stutter or, um, yeah, that's kind of a question. Um, because like I said, I have room on the calendar. Like, I have opened up my calendar because that, like, in December and January, like, I was slammed with calls and I was almost like, do I need a closer or something, because I'm so overwhelmed with how many calls. But then it's kind of like evened out and now I think I'm doing like 1 to 2 a day and I'm like, that's not too bad.

Like, yeah, good call volume.

Yeah. Yeah. It's like 1 to 2 a day. This, this week, this week and last week hasn't been, I don't even really know, but like this week I feel like I don't have very many, but they kind of come as, you know, cause it's like, oh, your slots are only open up. For so long, but by the end of the week, I'm like, okay, it was average, like 1 to 2 days. So, um, so yeah, like I think we're booking like a call and a half a day. I think it's like the average, um, according to our last meeting, cause I'm meeting with the setter daily or weekly still. Um, and so yeah, it's, it's pretty good. It's not, not bad. Um, but I feel like I could do more.

You know, 100%. So let me ask you this. Did you get the stuff from Mika on metrics tracking stuff? Just like cross funnel? Mm-hmm. Did, were you on the last group call?

Yeah, I was, but I didn't, I didn't get anything actually. I was gonna ask, cause I know that was one thing you were like, let's see what your, your metrics are actually. So no, I haven't gotten that.

Okay. Let me message, actually let me message Mika. And just say, RonTagUI, okay, open message. Okay, can you make sure everyone— I'll just say everyone in the program has metrics tracking doc. Specifically Erica right now. Um, cause let me, like, we can do this ballpark. Uh, but this is how, this is how I prioritize. What were you gonna say?

I was gonna say, I mean, I have metrics. I just don't know which metrics, like I'm tracking metrics. It's not like I'm not tracking anything. I have sheets and different things.

So by the way, because I left for the gym late because of that call, I didn't eat food. So do you care if I eat food on this call?

Eat food. I'm going to be drinking my— this is— I mean, I can drink in a little bit, but like, please do.

Great.

Eat, chat. Yeah.

Awesome. So I would say this, this is literally what we do every single week. Like, and let me pull, let me pull this across. Like, this is what we pull up every week. So we'll have the metrics, right? Which we'll report on. And I'm like deciding every week, I'm like, what's the bottleneck? You know what I mean? Like right now we're not even honestly focused on all this stuff here. Like we're not even crazy focused on this. We're just like, okay, cool. That we'll just maintain. We're totally focused here.

Right.

And that's just the season that we're in. But like for you, what's the constraint of your business? Like it's, I'm guessing that it's unique. You want to book more calls, right?

Yeah. Okay.

So if you want to book more calls, then that's definitely meaning it's above this line. If sales isn't the constraint, what's your close rate?

Um, well actually this, this week, this last month was not very good. So So 30%, maybe this— no, 40%. Hold on, I can tell. Um, this month we're at, we're at like 30%, so it's not so good right now. Um, so I don't know what's going on there. Um, yeah, so that's kind of an issue. It was like really good in January, February was okay, and And then this month I'm kind of like, what's going on? Um, and I was—

Jan, Feb, and this month, what was it?

Jan? Let me, let me go back.

I have my— What was it in January and February?

It was like 60%.

In both months?

Yeah. No. And then like, I think it was like 40% in February.

40%.

And then this month it's kind of been, yeah, it's like 30. Okay.

So let me ask you this. What are you doing differently?

What are you doing?

What are you doing that you shouldn't be doing? Or what are you not doing that you should be doing? If you were to guess.

I don't feel like I'm doing anything different on the calls. What I know that I did change was the ad. Okay. That I see, like when we changed the ad and see, this is, this is why I didn't want to change too many things and I didn't realize I was doing it at the point, at this point. Since went back to the old ad.

Um, was that the model?

Yes. I tried a different one with a different audience. It was a different audience and a different ad. Um, and at the same time, my setter was like, oh, let's try not sending the video and just see if we can just like book the call without like the VSL. That was not in my, like my original script in January, December, and before, like we've always been sending the video, but he was kind of just like, Let's just see. So there was like 2 things that changed. Was that the video? The ad?

So what I'm hearing from the ad, even if you made 2 changes on ads, because if right now we're not talking about how many calls you're booking, we're just talking about how much you're closing. If you change the ad, the thing that would affect your close rate would be if the lead quality wasn't as good. Which could have been from a different audience, could have been from a different piece of content, but it would be lead quality thing. And then the other thing is you weren't sending the video. So does that mean they weren't getting the video before they got on the phone with you?

Yeah, they weren't.

So they're not warmed up as much.

They're not as warmed up. And yeah. And so we've since, we saw how low, like things were going not so well. So we were like, go back to sending the video because it really does it like, It's just, it's just, I feel like it's just really good. And so since we've changed that, it's gone, it's, we're seeing a different trend, but I've also lessened my ad spend on that. So now I'm running both ads. It's just the Boston ad, which was already doing good, is back on with its normal. And I just decreased the spend on the other one because it was so cheap. Like, like I was getting so many messages. Like, I think it was like $2 per message or something crazy. To something like her message for this ad. So I was like, it's pretty, but it's like, they're lower quality. They're more new runners. They're just wanting to like more free stuff. They're just like, oh, we're just looking for like the cheapest solution, like free, like I'm new runner. Like there were a lot of those.

So here's what I say on the ad. And this was, so was this a DM ad or this was a follow ad?

No, this is a DM. These are all DMs. I do have one follow ad and I have a retargeting ad as well. Those are doing okay. I haven't really seen any, like, with the follower ads, I'm not really tracking that so well as far as, like, quality and, like, it's so hard because I feel like I'm running too many ads. I don't know if that ad is, if the followers coming from this ad or this ad or, you know, so it makes me, it's a little complicated doing that. I'm not so, because I can't pinpoint, like, is it the ad, like, Uh, you know, and so I do have that ad running, um, and then the retargeting ad. Um, I mean, I like those, the retargeting ad where it's like DM me because I know exactly where that ad is coming from. So I feel like it's easier for me to personally track.

Yeah.

Like how it's doing.

Yeah.

So yeah, like if I have a couple running, I know like which one it came from based on the words that they're sending me. So, so yeah, and so that's kind of— so I have 3 ads running. The follower ad, I started it and then I stopped it, and I, I, and I'm getting followers constantly, so I just don't know, like, is it the ad? Is it this? Is— and I wasn't putting a lot into it, like, it's a lot of money.

So anyway, so I'd say 2 things on the ads. Obviously Put the video probably back in for warmup because I think you already did that and you said you're making, you see a change, right?

Yeah. I've already noticed like now that when they're on call, they're like actually like, yeah, because it calls out the exact person I need. Like you're a person who's like literally tired of whatever, right? Yeah. You're not a new runner. You, you've tried it all. You've done this. You, and they're like, that's me. And then they'll book. So I definitely like that because it is higher quality. Yeah. So I've already changed that. So it's, it's trending up. Like I'm, I'm closing better. Like this month is trending up.

Okay.

That's good.

In terms of the ad, two things. It is tougher to track if you, like, for example, you might have a bunch of different follower ads running at the same time. Like in order to really, in order to like the ultimate thing that you're optimizing for with ads is return on ad spend.

It's ROAS, right?

If you get a bunch of people, but they're trash and they don't pay you, like it doesn't matter. So the only way to get around that would be at the end of a sales call, or when you onboard someone in the onboarding process, being like, hey, by the way, How did you find me?

That's true.

And show them the different pieces of content options.

Is it this one? Was it this one?

Yeah. And then you'll see, you'll literally see which ads are working, cuz you'll know how much you spent on it and you'll know how much you made from every ad, even if it's confusing, right?

Yeah. Yeah. I definitely haven't done that cuz I'm just like doing it on the very, before even the booking. I mean, when we're on the call, I'm already looking at like, Where did this person come from? So it is interesting. Yeah. Cause I do that at the beginning, like in my sales call, I'm like, where did they come from before a sales call? Like, okay. And I'm writing down in my sheets or whatever, my ad tracker.

Yeah. Just build it into your process somewhere of like, whether it's in the DM conversation or it's on the sales call or it's on the onboarding call. Yeah. Okay. You found me from an ad. What ad? Specifically, like, what was it? Which one?

You know? Yeah.

And then you'll know. But the other thing I would just say, apart from the tracking, is like, in terms of the ads, I mean, you've already figured stuff out. Like, who's a better client for us? Somebody who's thinking about maybe starting a coaching business, maybe, or someone who's already making $5K per month and they're trying to get to $20K? Like, probably someone who's making $5K wants to get to $20K. They're already serious. They have proof of concept. Like, they're not thinking about it. It's the same thing with runners, right? So what you accidentally, or not even accidentally did, but what you did when you had the other ad, that's like, I think the Boston one, I'm making an assumption, probably a bit of a unicorn ad. Like it works pretty well, right?

It does. It does work well. And it's targeting the target audience. It's like runners going to Boston and the audience is targeting Boston Marathon.

Isn't that for me? It's super short. But the person that you target in that ad, you're not a beginner if you're gonna do the Boston Marathon.

Exactly.

Exactly. So any other ads you make, just make 'em targeted that there's some sort of thing that they're not gonna be beginners.

Exactly. 'Cause it's the beginners that are like, they're not, they're not, I mean, they're not willing to spend like they, they might, but like maybe like a very low ticket type of situation, um, but not as much as someone trying to go to the Boston Marathon. And the people that are going to Boston Marathon, they're like already— the, the registration is expensive, getting that, traveling there is going to be expensive.

Yeah, it's kind of baking in like there's a certain experience level and they might have a certain degree of finances is basically what it's baking in there. Exactly. Like, that's like a really ninja way to script an ad is like you just You don't even have to really do a financial qualifier. It's already in there, right?

Already. Yeah. That's those, I mean, it's like those when they're, they say the fitness people, they're like going after like Lululemon or like, um, those, the, what are they?

Oraring even like, yeah. Okay. So let's see, ads, content, or DMs. What's the bottleneck? Like, how many DMs are you guys sending a day?

We're sending new chats, like new chat starts. Total, total chats. So we're sending— I have this because he does the sending his reports and whatnot. Total touch points, total chats. Yeah, so between—

it varies, like between like 65 and 80, around total, 65 and 80, ideally 100 touch points a day.

Right?

So if you're sending between 65 and 80, let's say it's 70. What's, what is 100 divided by 70? You'd be sending 40%, is that right? Sending 70.

70 out of 100.

So if you're already making 10, if you're already making $20K per month and you send 100 touchpoints a day versus 70, Right. Okay. Well, you're making $29K a month now if you just start more chats. So can the person that's doing it start more chats? Like what's preventing them from starting more chats?

I, yeah, I don't know. I don't know.

Is it that they don't have the time that they don't have enough leads? Like what is it?

I wanna say probably it's more of a time thing.

Okay.

Cause I feel like we have plenty of leads. Like we haven't even touched all my followers. Like I have 20+K followers. So we haven't started conversations with every single person. So I know that much. And we're getting new people every day. Like, oh, I know it's not that like daily, just from my inbound ads, I'm getting like 8 messages, just new inbound, like, so about 8.

So have you had a— like, you're tracking these numbers, obviously. So have you said like, hey, the case guy, what's holding you back?

What's keeping you from doing more? I mean, I feel like I brought it up and maybe not like there wasn't a clear answer.

Well, I mean, it's like, it's like, hey, we need this right now, you're doing this, so What do you need to do this? Like, how come you weren't able to do this right now?

Yeah, yeah, exactly.

You just have to point out the discrepancy, right? It's like, this is what the business needs as a KPI, but right now we're hitting this. How can this—

we want 100 touch points, right now we're only averaging 70.

So yeah, what do you need to do that?

What do we need to get 30 more chat stars every single time, or just touch points? Yeah. Yeah. I don't know. Cause like the goal, cause he was, this guy was like, okay, I just, the goal is 48 booked calls.

Like that's just in a month.

Yeah.

Yeah. Um, this person, are they working another thing? Are they full-time with you? What's the situation?

No. Uh, they're like a student. Um, and I believe there, he does have another person that he works 4. Okay. So it's not full-time for me.

So he is like not even part-time, maybe he's like a third time.

Probably about a third time. And so I did ask him too, cuz I did on this, this last call that we had, I was like, like, what's like, do you have the time to meet some of these KPIs, the ones we're talking about? And he was like, oh yeah, I can do it. And Okay. So let's make it happen. Um, so this was just like, yeah, this last conversation, because I did, because I, after talking to you, I was like, well, maybe we need an assistant. So I was like, do you feel like, do we need more help? Like, these are the numbers I'm trying to hit. Like, do you feel like you can hit these numbers? And he's like, yeah, I can hit those numbers. So how long ago was that? This was just Monday.

Okay. Okay. So he hasn't even Tried it yet. He was like, yeah, I can hit that. But then next week you come back and you're like, well, did you hit it?

Exactly. But I mean, I've told him already from the very, like, we've been trying to hit these KPIs. Like, yeah, I laid it out already. Like 100, like, you know, hit 100 new chat starts. Like our goal is like 35 new chat starts initiated, like either outbound or whatever, followers, whatever. And then that's not even, that's not, I mean, that is including the inbound. So. Inbound, outbound, and then the touchpoints is like the follow-ups, right?

So yeah.

Yeah.

I think what next week, I mean, cause it's one thing to say, like, it's kind of the same thing with clients as it is with teams. Like everything is the same. It's just in a different way that you're doing it. But it's like, just like how we say like, people need to be reminded, right?

Yeah.

So it's one thing to be like, yeah, this is the thing. And they hear it once or twice and then whatever. But like, you have to hold them accountable. Like, you have to hold their feet to the fire. Like, just like a nutrition coach, you'd be like, yeah, so your goal calories are this, your protein's this, your steps are this. And then you get numbers back from them and you're like, okay, like, we didn't hit this. So like, how come we're not hitting this? It's literally the same thing. So it's like, uh, okay, this is the thing. How come we weren't able to hit 100 touchpoints this week? Like, was it time? Did you not have enough leads? Like, You know, what is it?

I definitely know it's not leads. Like we have so many leads. I mean, it's just like, even if it's just like the new followers, just welcoming them or going to the old followers.

Yeah.

We haven't gone through all of them. And so yeah.

Yeah.

Yeah. I think it's just the time. Right.

So then it's like, oh, well it's time. And it's like, okay, well where's your time going? Well, it's going here and it's going here and it's going here. It's like, okay. So it's going to school, it's going to this other thing. I mean, I'm making an assumption that you're not going to drop out of school. Is that fair to say? They're like, haha, yeah, like, I'm not going to drop out of school. You're like, okay, so like, and you know, maybe, I don't know, maybe some other things like personal life or this thing or that thing, and maybe that can go, right?

I don't—

I have no idea. Like, not like you're gonna make them cut out their personal life, but maybe there's stuff in there that could be like, where— why is it you can't have the time for this? Yeah, but maybe it's like, well, I'm working this other gig too, and it's like, okay, I mean 'Can you not do that and go all in with me?' Like, I would have that conversation. Like, I'm— what— like, is that possible? And see what they say, right? Maybe they're like, 'Well, yeah, I've been thinking about it, uh, I could.' Maybe they're like— who knows what's— where that's gonna go. But maybe it's like, uh, 'Well, I could, but I'm scared to have only one person because, like, what if something happens and then I don't have, you know—' Like, maybe they say that, or Maybe you're like, well, honestly, not really, because I work less time with these guys and I make more money, right? Then you're like, okay, like maybe they're selling a $10,000 offer, right? So that whatever, right? Maybe it's a conversation where, you know, there's got to be some sort of like shift in how— like, what do you pay them right now? Is it 10%? It's 10%.

And I give them like a $300 Commission or like, like base pay. Yeah. Yeah. Yeah.

So I mean, I would just, I would figure out what it is. Cause I was going to say like, if you were paying somebody, let's say you're paying someone 5% or whatever you're paying them, you know, maybe you're like, okay, like what if I gave you a different base or what if I gave you a different commission structure or whatever? But like, you got to figure out like what the reason is, you know? I mean, this person, obviously they're booking you 1 or 2 calls a day. Yeah, which definitely isn't bad. So I'd be pretty hesitant to be like, yeah, all right, I gotta find someone else. Uh, yeah, I mean, you kind of gotta just open that conversation because I don't know which way it's gonna go, but it needs to be like, how come we can't do 100?

Yeah, you know, so in fact, I just looked in this last week. I haven't seen, um, that those daily reports should be get sent every, every day, and he hasn't given them to me. Um, on our calls, like, oh, I haven't seen them since the 12th. Yeah. Um, so he's like, oh, I just forgot. And he has, he's tracking all of his own metrics on his sheet and stuff. So all he has to do is come and plug it in. So he, he knows it's, it's not hard for him to do the report. He just like said he forgot. Um, and then, so I reminded him yesterday and he still hasn't get— I was looking at it. I was like, he still hasn't done it since yesterday.

Um, but that's, that's like Layla Formosi says this and she's like, She's like, I don't even think people should call it CEO. Really? You're the CAO. You're the chief accountability officer. Like that's your fucking job.

Right.

So it's like, hey, I noticed we still don't have the reports. It's been 4 weeks and we still don't have the reports. Where are the reports at?

Right. I just noticed. I was like, these things are from the 12th.

Yeah. How much content do you post a week?

I try to post at least one a day. 5 days. So, so 5 a week? Yeah, it's about 5.

Okay. How much are you on your stories?

Not as much as I should be. Um, I've fallen off that a little bit. Um, I'll not put— I'm not like selling on the stories. Yeah, no, not as much as I should be.

Anything preventing you from selling on your stories?

Um, no. So I keep— I'll like repost Um, all because like I have the runners are showing what they're running, uh, they're doing and things like that. And so they'll like tag me like in their running, but I don't really like— I don't know about— I don't know, like I just, I don't have like a good place where it's like they're sharing their wins, you know? Like that's kind of like I had, like unless they just talk about their workout for that day. And I do every now and then they'll like, oh my gosh, like I wouldn't have never been able to do this workout, like, or I'm feeling so much better since we started, like, and I'll like screenshot that and I'll send, I'll post it. Um, and I'll try to remember like DM me for help, you know, or comment this word. Um, but like, I haven't done that in a while. So could you, my, my setter was doing a lot of this. He was the one posting like that kind of stuff, but he hasn't lately. He was doing that pretty regularly. Why not? I don't know, actually, now that I think about it, I'm like—

does he know that that's a thing that, like, is, like, expected of him to do? Well, he's the one who just started doing that.

He's like, hey, I think we need to, like, do more stories, and so I'm gonna send me these pictures and I'm just gonna, like, create them. And he started posting on my stories, um, and was doing really good. And I think that's part of also, like, this was in January also when we were doing really great. So I think it just, just a lot of little things have been falling through the cracks.

Totally. And this is like this stuff down here. This is 100% what it means to have team. Like you need to hold people accountable to like these little things. Um, but that's what I was gonna say is like, you're, you're pretty consistent with your feed content. I don't really think it's feed problem. Right. But posting more proof in the stories would be good. But also like you don't have to be the one doing that. I'm not the one doing that most of the time. It's Mika. Right. So like you already had that situation set up, but that's the same thing. So it's, it's the content thing. Like your feed content is pretty good, but your story content and the touchpoints thing are one conversation with the same person.

Yeah. Does that make sense? I'm making, yeah, I'm definitely going to bring those up. Um, yeah. Yeah. Not sooner. I can send them messages and stuff. So. Yeah.

Send him a message right now. Is he on Slack with you? Or like, how do you guys—

we have WhatsApp. Okay.

Yeah. Send him a WhatsApp like right now, like on this call.

Hey. Yeah.

Oh yeah.

I was actually gonna do that. I was looking at my thing. I was like, what?

What? Cause, cause who knows, right? Like, uh, like when you're, for example, like when you're managing a sales team, right. Um, you gotta be on the closers. Like, Hey, how come you were, you were, uh, you know, you were always filling out your end-of-day reports and now you're not? Uh, why don't we have the data for the tracker, right? Like, exactly, because like people will just get comfortable, they'll get complacent and we'll just stop doing the things. And if they stop doing the things and you don't say anything, they're like, oh, I can get away with more and more and more. And then like your sales team is closing at 10%, right?

Yeah, yeah, right, that's totally true.

Yeah, uh, okay, in terms of ads, let me ask you this, um, how many people you have coming in from— how many new followers are you getting daily? How do I check that?

Do I just go to my Instagram?

Yeah, you go to your Instagram, right beneath your bio there's like professional dashboard, and you click followers, and then it will tell you how many you've gotten in the last— you set the date range, um, how many you've done in the last 30 days.

Let me see how many I got in the last 30 days. Professional dashboard. I don't see that. I think I can check better on my phone. I can't— I don't know how to— I'm like, I don't know how to look at it on my computer, but let me just check on my phone. I know how to look at it from— hold on, let's check. So professional dashboard, the last 30 days. Uh, let's reach— follows, uh, the last 30 days overall, 264.

In the last 30 days? Yeah, 264 followers overall. Yeah, what's, what's follows? Follows, 545. Okay, so 545 divided by 30 days So you're getting about 18 followers a day. Do some people message you though that don't follow you? Yeah.

Hmm. And I have booked calls, and I booked a call— I had a booked call yesterday and he closed. He's not even a follower. I'm like, hey, follow me.

How many, how many messages do you get?

How many messages daily?

Uh, daily. Yeah, yeah, a month or daily, figure it out.

From my ads? Yeah, I can tell you, um, I usually get— so my one, one ad will bring me in the last— well, today, 3. One, that was one, and then the other one, Boston. I don't know why it's not letting you open it up. Um, just from today, that one only gave me 2.

That was not very good today. Oh, let's see. Yeah, like it'd be good if you had— can you see how many, uh, messages you're getting for the whole month and we can just take an average? Yeah, let's do that.

One month. So this, this one gave me 1 month, 50. And then the other one— so one gave me 50, and the other messages, uh, this one gave me 1 month. I don't see why. Okay, here's 1 month. That one gave me 50 also. 49. 49. Okay, what's your cost per message? What's your CPM? Yeah, and the last month? Yeah, for Boston it's $5.05. Okay. And then the marathon ad that I just told you about, uh, that one is— where is it— $2.93.

293. Yes. Uh, what's the other— what is that 293 one about though?

That's the marathon one that's not super high quality. Got it. Okay. Going out to the— like, I, I put like a magazine, like a Runner's World magazine, and it was just like a magazine. And the other one's going out to Boston Marathon. So one's $5.05 and this one's $2.93. Um, and then I have like, um, the retargeting ad. That one's not— I mean, let's see that one.

It's 365. 365. So okay, if we look at this, even if we say 50 messages in a month, right? 50 plus 49. Okay, so that's 99 total, obviously. Duh. Divided by 30. So 3.3 a day. So you're getting like between DMs and followers, you're getting like 21 a day, 18 plus 3, right? Um, in an ideal— and that's like top of funnel stuff, like people that don't know you and they see an ad and they follow, or they don't know you and they DM you. So you're getting like 21 a day. Um, I would say, like, you want to, like, in an ideal world, I would say that you're looking to have, I'd say, 20 to 50 people coming in a day, like top of funnel, because then you're splitting your chat starts. Like, it might be like on the low end 20, on the high end 50, because you want to do follow-ups too. Right, so those 100 touchpoints are coming from new followers and follow-ups, maybe like the, like what I see as ideal is like 40 new, 60 follow-up type of thing.

How much you spend on ads a month? Um, $30. So I have $20 is Boston and $10 is the marathon ad. A day though?

What's that? Like a month or a day? A day. 20 or 30 a day? 30. 30 a day.

Well, 30, and then the retargeting is $5. So $35 a day I'm spending on ads.

Okay, so you're spending $1,000 on ads. Yeah. But $20K in a month, right? Yeah. So your return on ad spend maybe isn't 20 to 1, but it's definitely profitable. Yeah. Right? Yeah, I'm making some profit. Like for sure, for sure. I mean, like you spent $1,000 on ads, right? And you made like $15K or $20K, like shit. Yeah. So I would just say if, uh, you know, like if the, if this person doesn't have enough chats to start with people, to me it's like, well, you either don't have enough leads coming in top of funnel or you're not, you're not posting content and reasons for people to engage with you. Right? Like if you look at my, like for example, which you do post like good amounts of content, right? But there's 65 people who just saw like a shit ton of proof from us. Right. Or this one, 170 people liked this, right? Yeah. Left comments. So it's like that's 200 people that are recently saw something that was valuable that we could be like, hey, thanks for loving the content. You gotta try out that content diamond. Okay. We're not doing that. Right. So start doing it.

Right. Yeah. It's like, there's comments. In fact, I have like now recently, if you go to my profile, I've been doing send me keywords, right? These, these, and I'll send you something. Right. And those are auto, like I have like an automated thing where it's like, here, here, I'll send you this, whatever. And then we'll ask like, hey, how's your training going? Then after they respond, he'll go in there and start engaging with them. Yeah.

And remember what we said about, uh, about today, like on the YouTube call? It's like, just solve problems for people. Now, we could do— be doing a little bit better job on this, but like, for example, where is it? This one, this 12-minute manifesting routine thing, right? And so people— a bunch of people DM'd us for it, and some people commented. Yeah, well, that's what we sent them. We sent YouTube video, right? So it's like the things that go into like you guys having enough DM chats to start, it's like, well, how many people are coming in top of funnel? You're probably looking for 20 to 50 a day. So you could, you're spent, you're only spending $30 a day.

Yeah. Right.

You could probably just double your ad spend.

Like that's what I've been thinking about. Like, don't, don't tell me. John's like, just double your ad spend. I just get a little nervous for some reason, just like, Oh, what is that?

You making decisions based on data, or is that you making decisions based on emotion? Emotion.

Because I'm like, what if, oh, do we need that? We might need that money for something else. But that's like silly because it's like you're seeing, you're getting your return on ads. Like, like that should be like you say, like an ATM. Like you're not just throwing it away. Like it's kind of come back to you in some way, like even more. And I just, it's just like the mind thing.

So, so think about it this way. And I think we already have the roadmap to keep you in momentum. We have it after this call, we've already got it built, but like, think about it this way. Um, let's just say, uh, like, let me put this into perspective. You're spending $1,000. Let's even say you're only making $15K a month and not $20K. Let's, we'll do, we'll make it more conservative, right? Okay, you're spending $1,000 a month on ads, that's $12,000 in a year, right? Does that make sense? Mm-hmm. I like math, so tell me if you're following me. Yeah, yeah, yeah. Well, you make $15,000 a month, right? So what's $15,000, 1, 2, 3, times 12 months, okay, so it's $180K, right? But you spend $1,000 a month to make that, Right? Okay. So minus the $12,000, right? Okay, so $168K, right? So you profited $168K from spending that money. If you would have put, uh, $12,000— instead of $10K— into the stock market— oh. Okay. Yeah, cool. You're gonna, you're gonna have an extra $1,200 at the end of the year. Would you rather $168,000 or $1,200? $168, right? So like, where else could you put that money that would be more profitable? I don't see many places right now.

So I guess my question would be, should it be just in the same ads, or do I put new ads Um, because I also feel like, is there like a, the creative fatigue? Because I got a notification on my Meta thing where it's like creative fatigue, the same people are seeing your ads. Um, so I was like, should I change it? Is it telling me like I should change it? Like, um, so, and how, like when and why and what do I change it to?

And yeah, I mean. You like, yeah, you should be testing new ads for sure. 'Cause eventually they will fatigue probably, right?

And I've been running this, that Boston ad has been running since July. Yeah. And you, yeah.

Right. So makes sense. So test new ads, right? And see like, can I get this CPM? Lower than— if this one's running at $5, you know it's bringing the right people, that ad, right? Yeah. But if it's running at $5, test ads until you can get a $2 CPM or something, right? Yeah. I mean, even still, even still, if they're profitable, right? You know what I mean? So you can probably just still spend more, like you're definitely profitable. But yeah, you can also test new ads and you totally should. Like, yeah, you're at the Acquisition Workshop. They're like, yeah, you should be testing 20 to 25 new ads a week.

Like that's how they think. But I have this thing too where it's like, don't change too many things at once. And I'm like, I feel like I'm kind of still tweaking some things and like my messaging. And then, uh, I mean, I'm not doing anything really different on the sales call. The sales calls are, they're so like, I feel like they go really well. It's always like, financial thing. Like, oh, it is like, I do offer way more than a lot of running coaches, but like people out there are charging literally like $100 a month for what I basically like run coaching. Like they can go and find some random person and it's different because like, obviously, I mean, it's so hard to like explain, like Yeah.

So find a way, find a way to explain it. Cause there's, here's the thing. This is exactly what we talked about today on the YouTube call. This is coming up on sales calls repeatedly. I'm going to bet there's a way that you sometimes handle this on sales calls. Right. So why not put that in a piece of content, right on your Instagram or your YouTube? Did you see the thing I posted in the content channel recently?

No, I didn't. Which one?

Let me just, let me see. I think it's in the content channel. Would it have been in content? It was definitely in the sales channel. Let's see. Content channel. This, how to objection handle with content. Did a call with someone last week.

You see this? No, I didn't.

Did a call with some last week. She had a finance objection. On the call, I ended up explaining to her that the return you can get on a program like this is potentially so much bigger than leaving your money in the stock market. Kind of similar to what we just did, right? After the call, I was like, hmm, she had that hesitation. Other people are going to think the same way. Let me just take what I just told her to shift beliefs in this call and put it in a belief-shifting piece of content, right? So this piece of content was me literally just breaking down, like, if you put $10,000 into the stock market, in 12 months you're only going to profit like $1,000. But if you put 10 months of like $10,000 into a program, like, you might— if you made $10,000 a month, you profited like $110,000. Like, would you rather $1,000 or $110,000? Like, it's— you know what I mean?

It's just like a no-brainer.

Yeah, it's a no-brainer. But here's what's cool about this. Somebody who we did a call with 3 weeks ago sent me this, right? And he was like, Hey, I saw this post about investing in yourself and the SME, whatever. And he was like, yeah, let's book a call. I'm ready to pay in full. Right. Awesome. So my point is like that, that's like part of the content thing. Yeah. It could be a YouTube video. It could be an Instagram video. But you get my point, right? Like there's, there's things you can do with it. But I think to summarize, because we're getting to the end of time here, it's just like, I think you totally know— is this not going to load for me? I have too many windows open sometimes. It's okay. It's got to be this one. Yeah, the other one's just not working. But anyways, I think you know what you need to do. Like, number one is like— I'm going to write this out for you. Number one, is the 'cause it's easy convo with Seder. Yeah, right. Are the touchpoints— I'll put TPs— and stories, right? Yeah. And let me make this bigger. And then the second thing I would say Cause I don't think like, honestly, sales, even at closing at 30%, sales isn't your problem, to be honest. I want you to close back at 60% again, but you know, right?

You're already making some changes.

Like I don't, I don't think that's the real constraint. I don't think you're constrained on delivery yet, but it's like, okay, how come we can't do these 100 touchpoints? You do the storytelling stuff. In terms of the ads, I would probably I would like test different ads. And then in terms of content, I'd probably work in some of the YouTube stuff, specifically trying to help you get those leads who might not be perfect, right, into better whatever, right?

Yeah.

But I think in terms of what to focus on, that's what I would do. I think that's what you need to do right now. Okay, got it.

Yeah, will do, will do. I've already sent, uh, um, some messages to the setter, um, and then yeah, testing different ads. So just, should I just keep the ones that I have going and then just add? I mean, if I can afford to like spend more, I might just create a new completely ad, or should I pause these ones and Um, give them a break. Like, I, I don't know. I mean, I wouldn't—

as a rule of thumb, I wouldn't turn off things that are like working. So I would, I would, I would probably leave what you've got that is like your bread and butter that you know has been working, even if it's getting a little bit more expensive. Because like, you want to just like— you have something that's working, then you're gonna just be like, I'm gonna throw that in the garbage. Like, no.

Yeah, because I was gonna say, I, I did I don't know why, for whatever reason in February, I was like, oh, it was going up. The Boston ad was going from like, you know, I think it was like $5 and then it was going up to like $7 and I got nervous and I was like, oh, I better turn it off or like pause it and start something new. I feel like I should have just kept it on because restarting it, I mean, now it's back to $5, so that's good. But, um, I was just kind of like, I shouldn't have paused it. I feel like that was like, I just stopped it and started the new marathon ad. And I don't know why, I don't know, I should have asked maybe for some advice. But well, I don't think you necessarily did the wrong thing.

Like, if that cost is going up sometimes, like if it gets all out of whack sometimes, I just delete the ad and reset it. Um, you could take that ad you already know works and test a different audience. Then you're not testing two things at the same time. Like, yeah, that's the same ad that's already proven to work, that already brings you ideal clients, and just have a different audience.

So should I use like a totally different ad or do I, cause this is the one that I have is like so simple. It's just like, if you're this person, comment this, or when you want this, then comment this. Like it's so simple. Yeah.

With DM ads though, you can test multiple things. Leave one running and then don't turn that off. Right. Test another one with the same, ad, but just a different audience, and see which one's giving you a better CPM. And then test a different ad copy with the same audience as the original one, right? Because in one— yeah, in one you're testing the audience, another one you're testing the creative. Yeah, yeah, right.

And that's kind of what I did. I've done basically Boston and Marathon, they're basically the same copy, just different audiences. Um, and then a different keyword, just like this, everything's the same except for the keyword. DM me the word Boston versus DM me the word marathon. Um, so those are the same creative essentially. I just haven't tried a different copy. And I was like, where do I go to get something different and like proven or something? Like, here's good examples of DM ads that have worked or, um, that I could basically replicate and make it for my own audience.

If you have something that's working, just replicate a version of yours. The same, the same copy. Test stuff. Like you can't break it. Okay.

I mean, I could, I could just change, I mean, do a different audience. I can do an audience that I wanted to do was just like the app, the world majors, because that's another, that's Boston is one of the world majors. So, so like thinking like the app at world majors, because people that want to do that have to travel to Tokyo, to London, to Berlin.

Do like the same type, because think about it, some people who are the same type of person— I actually need to run in like ASAP, but like, okay, uh, people who are in, uh, like they're the same type of person, if you're like, if you're— well, maybe you even have more to invest if you're going to travel to Tokyo or something, but some people are doing the Boston, some people are doing the other thing. You might hit a totally different avatar, like a totally different The same type of person, but like who don't have the ad fatigue yet. They didn't give a crap about the Boston Marathon. Like take that structure that totally works and just replicate it for a different thing.

That's what I'm going to do. I'm going to do that. I'm going to do that. Okay, cool. All right. Thanks Morgan. I know you got to go, so appreciate you. And yeah, I'll let you, I'll keep you posted on how things go.

Definitely keep me posted. Also side quest, I was just thinking about this. Regarding YouTube content, do you care if I just take this and put it on YouTube? Go for it. This is gonna be somebody's problem. Uh, how to figure out the constraint in your business so you can scale.

Yeah, awesome. I love it. I love it. Uh, and then, yeah, I love that. So use—

I'm just, I'm just, I'm just doing, uh, what's that whole thing? I'm just, I'm living out what we talked about. It's like we just gotta, we just gotta put the Yeah, absolutely.

Okay, cool. Keep me in the loop for sure. All right, have a great one. You too.

See ya. Bye. So hopefully that coaching call was super helpful.

Again, you can kind of see at the end there, we didn't really plan on this being a YouTube video, but I hope it was helpful. I hope it shows you how to think through the constraints of your business strategically so that you can solve the right problem and ultimately grow as much as you can. And if you would like help with things like this, you know, the content, the ads, the DM sales, maybe building a team, scaling things up, ongoing coaching like you just saw, there's a link below this video. If you're open to having a conversation about it, around what that looks like to get some support, there's a link below this video and you can, you know, click that, find a time to chat. And yeah, we'd love to see if we can help you get where you're trying to go. So that's it. Lots of love, and I will see you in the next video.