Organic Content Vortex Keynote: Creating A $100k Ghostwriting Offer

So organic content vortex. What we're going to talk about is how to build 100k ghostwriting offer. And the reason that I picked this topic is because I notice that most of almost always when you are scaling something, you fall into one of two categories. This is especially true for ghostwriting. You are either providing one service to lots of people or you are providing lots of services to one or two people. So real quick, we can just divide the room. Who is one service to lots of people. Ok, makes sense. That's a lot of what we talk about in pga. It's a lot of what we talk about in Velocity. The whole idea, this was how I scaled my agency, is you pick one thing, you specialize in it, and you go give that thing to as many people as possible. The other way is you pick one or two clients. They're more like whale clients, and you just keep solving the next problem for them. So who here falls in that category? Like, I know Nils does? Dennis. You do? Yep. Yep. Okay, so fewer Caroline. I feel like you're sort of in between. Okay, so the way to think about this is that it depends on what you want. If you want to build a business, which means at some point you're going to elevate yourself to be an operator. You want to do the one service to lots of people. People. Because the more that you add, the more complexity that you create, the harder and harder it is to scale. So you pick one thing, then you hire a couple people to do that thing, and then you manage the people who do that thing. If you don't want to do that or operating doesn't really get you excited and you want to stay in the work, then it's actually better to do lots of services for one or two people. You go, I enjoy being a writer. I enjoy talking and getting to know these one or two clients. There's something to be learned from both. But we talk a lot about the first one in pga. So today we're going to talk about the second one. And in order to do that, first we're going to recap how to build a 10k offer. Everyone here should either be there or you're on the way there. You already understand how to do this, then it's where do you go from there? So how do you build a 50k offer? And then ultimately, how do you build 100k offer? And the idea with how to build a 100k offer is how can you entrench yourself in someone else's business? That's ultimately the game that you're playing. You want to become a linchpin for that other business. So the big idea and the thing that I notice, a lot of people misunderstand. Where's Nils? Nils. We've been having this conversation a lot lately. Yeah, Many times. And the thing that people misunderstand is they sit there and they go, how do I build a more expensive offer? You know, I'm selling whatever it is for 5 grand a month. How do I build a 10k offer? How do I build a 50k offer? And they think what's happening is that you go, approach someone and you go, I have this thing that's 100 grand. Do you want to buy it? And the vast majority of the time, that is not what's actually happening. No one that's sort of like swiping on Tinder, being like, do you want to get married? Do you want to get married? Do you want to get married? You got to go on some dates first. So the idea is you don't actually need one super expensive offer. You need lots of smaller offers that continue to solve the next problem for the client. So what is an organic content vortex? You will start to hear us use this term a lot in the next year because we have seen the impact that it has had on our business in pga, and we're really excited about the idea of other ghostwriters, AKA all of you, going and helping build this for other people, because we've seen what it can do. So for context, just so everyone here understands, because you hear, oh, 100k offer. That's so much money. I don't know who would ever be willing to pay that for context, for us to build. What I am about to show you, it has probably cost us over a million dollars. If you add up contractors and vendors and lessons learned, spending money on Facebook ads that we don't know how to run and like, all of these different things, right? We have easily spent over a million dollars. So the question to ask is, all right, if we're willing to spend all that money, chances are there's a lot of other businesses that are willing to spend a fraction of that to. To help you or for you to help them build this for their business. So at a glance, this is the organic content vortex. You all have probably seen most of these, if not all of these. There's our eec, there's the CTA on Twitter. I'm still going to call it Twitter. I don't care that it's called X. It's the emails that we send it's the application, it's the follow up. Like, why haven't you booked a call? Or why haven't you filled out the application? It's the homepage of Premium Ghostwriting Academy. It's ads now that we're running on LinkedIn and Facebook. It's the pre email that we send before someone hops on a call. Chances are everyone here, you've either seen this or you experienced it at one point. At one point you were in this vortex and then for whatever reason, you took the next step, Right? So this is what it ends up looking like. For those that don't know the screenshot, the bigger one is a platform called Hiros, which basically does like, paid ad tracking and attribution. You don't need to know a lot about it. What I want to show is Dickey's slack, which he dropped in like right after this all clicked into place. So what happened was we can now see all of this in Hiros, but someone clicks on the CTA to rec on Dickies Twitter. The person doesn't do anything. They don't opt in, they don't take action. Then they go and Google us. So maybe it was one of our names, maybe it was Premium Ghost Training Academy. What is that gets hit with when they land on the site? Gets hit with a Facebook pixel, then goes on Facebook and gets drilled with a retargeting ad. That retargeting ad nudges and is basically like, hey, you never joined the eec. So the person goes, all right, you got me. So, so I'm in the vortex now I'm going to go opt into the eec. Then they book a call three days later and then they piff, which is shorthand for pays in full. So that is five bullets. But that is an organic content vortex where the moment you enter the ecosystem, you can't leave. Once you get introduced to pga, it doesn't matter where you go. We're going to follow you and we're going to knock on your door and be like, why didn't you opt into the ec? And then you can make this more and more advanced where it's like, okay, well you opted into the euc. Why didn't you fill out an app? Okay, you filled out an app. Why didn't you book a call? Hey, you booked a call. Why didn't you show up? And you can just keep going and going and going. So it's really cool when it all clicks into place. This is the thing that every single business on planet Earth wants that level of visibility, that level of reassurance, the ability to track all of that and wherever you are today. And it really doesn't matter how you want to scale. If you're like, I want to scale with one or two whale clients, and I just want to provide a bunch of services, or I want to take one service and I want to just get as many clients as possible. The way that you make money on the Internet forever is you start with that end in mind and you go, okay, this is the thing that every single business on earth wants, right? Because what is it? They go, I want. When someone enters my ecosystem, they don't leave. I want to be able to attribute every single action that they take back to how much money did that make me, right? So if you start with that end, you realize, well, I can actually make money forever if I understand those pieces and I know how to build them. And then it's just your decision. It's like, which ones do you want to build? Here's the next big idea. The strategy is free. The execution is expensive. So what that means. And this little slide deck is a great example. I am giving the strategy, right? I am like, this is what an organic content vortex looks like. This is how it works. These are all the pieces. You want to build this, then you want to build that. That is the strategy. Then if any one of you were like, cole, that all makes a ton of sense. I need help building that in my business. I go, well, no problem. The execution is expensive, though. And I find that a lot of times people have these flipped and they go, I'm gonna charge for the strategy is the special sauce. And then I'm just gonna undercut and be like, ah, you don't have to pay me very much to execute on it. And for each person here, your offer would be 10 times stronger if every time you talked to someone, you didn't say, this is the service I provide. You said, this is what you should be doing. You give them the strategy. So an easy example, because I know a bunch of people here are doing social ghostwriting. When you're selling social ghostwriting, you don't go to someone and say, hey, I will ghostwrite four posts for you per month. That's not a strategy, right? You're not giving them anything. What you do is you go to them and you say, hey, you want this end goal? In order to achieve that end goal, Let me tell you the strategy and little one liner here that I have used for years. And now all of our closers use whether or not, we work together, I just want you to be successful. So you immediately remove all the pressure and you go, whether or not we work together, I just want you to be successful. Here is what I would do. And when you tell them what to do, you're not saying, I would write a bunch of posts. You would say, well, you want to build thought leadership. So the first thing you need, this content pillar, this content pillar where you talk about futurism and what's happening in your industry, this, that is what allows you to be seen as a visionary, someone who's looking to the future. So every Monday we're going to write about that. Then every Tuesday it really helps. I think we can build some virality. People will also see you as a thought leader if you curate other interesting stories from other thought leaders. So every Tuesday that's what we're going to do. And so you are giving them the entire strategy and the goal is you literally want them to get off the call and go, did that person mean to give me all of the answers? And that's a good thing, right? Because then they get off the call and then they sit there and they go, well, this all makes sense. But I have absolutely no idea how to execute. And that is why the execution is expensive. So that is the big idea and how that connects to all of these is we talk about this with how to build a 10k offer. These are the three things we drill into PGA. Everyone needs traffic, everyone needs help increasing the opt in. So how they get into your ecosystem and then conversion rate can be nurtured and measured in a bunch of different ways. Like maybe the, the conversion rate is how many people buy a product, how many people buy a service, how many people fill out an app, how many people book a call. And so you can nurture them with these three different services. You drive traffic with social, you get them to opt in with an EEC and then you continue to increase the conversion with some sort of weekly newsletter. And this creates a V1 of a mini organic content vortex. So everyone here, we've talked about these skills and if your goal is how do I increase revenue as quickly as possible in the next two weeks, it's to basically go to every client and go, I will build you the other one of these. Because if you have an opt in, you need help driving traffic. If you're driving traffic, you need an opt in. If you have both, you need to nurture them to conversion. If you're nurturing people to conversion but people aren't converting, maybe you need higher quality traffic. All of them connect together. And so this is the lowest hanging fruit. And chances are everyone here is doing some version of this. But I guarantee you there's probably another two, three, four clients that you are working with or have worked with that need one of these pieces and for whatever reason you haven't done it, maybe you have good reason not to do it. You go, I want to just do my one thing and I want to serve it to as many people as possible. That's fine, but just realize that this is the opportunity, this is the idea. Every time you solve a problem for people, you create a new problem. So you help someone drive higher quality traffic. And then they go, well, this is amazing, you did a great job. Now I need to get them on my email list. And then you get them on their email list, they go, wow, this is amazing. But now they just finished the EEC and they haven't heard from me in 10 days. It's the next problem. So this creates the solution problem cycle. And I find that most people, this is the thing that it's not that they don't understand it, it's that they take it for granted. And so you're working with a client and you think that what's supposed to happen is the client is going to come to you and be like, hey, I want to hire you for another thing, right? Which immediately is sort of reverting back into that freelancer mindset. It's like, oh, I'm going to sit around, I'm going to wait, and then when the client's ready, the client's going to come to me. There's a joke in the management consulting world where whenever McKinsey or Bain or one of these big Companies, whenever they're 50% through a project, they start pre selling the next project. So you're never actually waiting until the project is done. You're like halfway through, I don't know, cleaning up the accounting of whatever department. As you're halfway through, you're like, I'm starting to notice another problem. And you're immediately planting the seed for the next project. The next project, the next project. And so this is the thing that it's like you're waiting for it to fall into your lap when in reality you have to be the one that goes to the client and says, hey, as we start to drive traffic, I can already anticipate what the next problem is going to be. And so you plant that seed for them and then they go, oh, interesting, well, how do we solve that? And you're like, well, let me tell you the strategy, then you run it back. Here's exactly what I would do. Whether or not we work together, I just want you to be successful. Plant the seed. Plant the seed. Plant the seed. Every problem your client has is an opportunity for you. So this is how you build a 10k offer. We've covered all this. Everyone here is probably doing this on the low end. 5, 10k a month, you can get just these three things up to 15, 20, 20 grand a month, very easily working with one or two clients. How this changes when you go to build a 50k offer is you have to start to understand whose business you're working with and what they need. So here's a couple different archetypes. So Justin Welsh is a great example. Justin is like the pure low ticket digital product, just mass volume. I need traffic, I need people on my email list. Some of those people convert and buy my digital product. So you can help someone like Justin if you understand the pieces that go into that. And that is usually selling a low ticket digital product that, yeah, you can get advanced a little bit, but that's the most basic version. Things start to get more advanced when you need to get people on the phone. And so two different examples is one, PGA falls in this group of group coaching, education, one to many, that sort of model. And then business archetype 3 is more service providers. So you're working with agencies, accountants, B2B technology. But the core difference between 2 and 3 and 1 is getting people on the phone. And the moment that you need to get someone on the phone, everything changes. Because now you need, as you will see, I'll talk about it, Daniel will talk about it. You need a bunch of different sequences to make sure that people fill out an app or people show up for their call or if they miss their call, that they reschedule. Part of the game isn't just understanding how to ghostwrite these things, it's actually understanding what that particular business needs and then using ghostwriting to solve that need. So just to walk through the math on this, if you end up building all of these things for someone, right, and you're not even counting the monthly recurring revenue that starts to stick over time. You're already at a 50 grand offer just by going, I'm going to help you drive traffic, we're going to build an eec, you're going to need to nurture people with a weekly newsletter. But then you're going to need some sort of FOMO sequence, probably also going to need an abandoned cart sequence. Then also maybe you have an upsell sequence for everyone here. You're going to watch us do this next month, two months from now with Black Friday we're going to have a bunch of different sequences like oh, here's the Black Friday product. You didn't want that. Here's the downsell. We can downsell with a payment plan. Oh, we could also upsell. Do you want to see how we did it? There's all these different things. You can build an onboarding sequence. Every single person needs some sort of onboarding and we have found that the vast majority of companies and products and programs and platforms, they all struggle with this. They don't actually know what a good onboarding looks like. And, and by the way, you all have experienced this especially has everyone here taken ship 30? Almost everyone. OK. One of the things that we did not expect, we didn't even know this when we were building is people tweeting like Ship 30's onboarding is the best onboarding I've ever been through, ever. And all we did was just over communicate and educate. It really wasn't like we're not building a rocket to Mars. It was just really basic stuff but we executed the fundamentals and then off boarding. So depending on what it is, like Justin's a great example. When someone buys creator MBA I think it's called, they should have some sort of onboarding. So here's an introduction to the product, here's how to get the most out of it. Here are the different sections, here are the resources and then maybe four weeks later some sort of off boarding. Hey, what did you think? Do you have any follow up questions? Could I answer anything for you? Could you leave a testimonial? Could you give feedback for this? Most people don't have that testimonial sequence. Just accept, hey, I never heard from you. By the way, if you could submit your testimonial here. Those testimonials get piped to my website. Maybe some sort of bonus. If you fill out this testimonial I'll give you this bonus. So these are all these low hanging fruit things that they don't seem like a lot until you add them all up together and you go through someone's entire section.