Mapping Out The Steps For a Grief Coach To Go From 20K/Mo To 100K/Mo

If I just bought a business that's making $200,000 a year, this is exactly what I do to grow to $1 million a year in the next 90 days. So in this video here, you'll see an actual recording of me coaching my student live at an event that we ran, and this is what I do if I had to take over a business and act as a brand new CEO to grow from $200,000 a year, which is what she was on, to $1 million in the next 90 days. You'll see her explain the context of her business, and then you'll see me and my business partner Tony give her unfiltered advice on exactly what we do if we just took over.

My name is Darlene Garcia Brown, and my niche is widows, but even more than just widows, it's widows that are ready to step into the next chapter of their life. Right, Chapter 2. And you know, I started off with grief coaching, giving grief a voice, and although that's still deep in my heart, Chapter 2 is so much more fun. And so that is the direction that I'm going, and Rich has been helping me a lot in that space. I think last year I made about $200,000, so I'm total at $350,000 right now. I have 2 people on my team. I'm super proud because I finally hired a full-time full-time executive assistant after Tony and Richmond Dinh Dinh have been telling me I need to do this. But the other person that's on my team is my husband. And so I've hired him to do a lot of my digital stuff in the backend. Part-time, full-time, 24/7, I don't know what he is yet. But he's on my team. So I've got two right now. My intention for being Being here over the next several days is around what Richmond Dinh talked about. It's just branding. And I know that we've been talking a lot about that, Rich, you and I, and, you know, with helping me with the shadow seat and all that. But I think, like, the clear steps— and Sim and I were talking about this earlier— like, I don't use my voice enough. I'm not too sure why still, but I feel like being here You guys are going to help me to step outside of my comfort zone and really start using my voice a lot more because, um, I need to have more courage. Like the widows need to see that Chapter Two is a beautiful place to be. And they need to see that through what I live and breathe every single day. So that's my intention is to be here and learn from all of you and, um, really level up on my branding so that I can grow the Chapter Two movement in a way that I've not been able to this far. So that's me.

Thank you. If we were to buy your business, what would be the first 3 changes we'd make? And the distinction I had also as I was thinking about this is, number 1, would I even buy your business? And if not, what would be 3 things you need to do, like, to make me want to even buy it? And that is even as valuable as buying it. And changing it, right? So I think that's equally great advice. So first, well, I would actually, I would buy your business, and here's the reason why. Because your positioning is unique and it's different, and no one else, not that I know, is doing it. Or if they are, if they're not well known, and there's not many people doing Love Again, like love of the loss. So that, from a positioning marketing angle, it would make me want to buy your business for sure, because fundamentally, that is something that is sellable and non-competable until someone else enters the marketplace and copies you. So that's the first thing. So that, we 100% go all in on that kind of messaging. Right now you got one full-time, you just hired a person, woohoo, $200K in the last 12 months. This is how I would run your marketing. This is how I'd run your marketing. I know that grief does not discriminate against rich and poor. Like rich people don't die less than poor people. Black people don't die less than white people or Asian. Like people, everyone goes through grief, right? And so now that we know that, there is no reason for you to have a limiting belief that says that rich people won't buy my product.

And but the story in my head is always because people can't afford me.

No, no, yeah, that's, that's that. And because I know that story, and so that story would not even happen if you formed the belief that actually, you know what, it's not because I have— it's not the story that's stopping me, it's because I'm focusing on the wrong target audience. Now, the reason why rich people would be more like— rich people is better avatar than you is not why they have the money, but they have a pain point that money can't solve until they see you. Because money can buy a handbag, money can buy the new car, money can buy the new house, but money can't solve grief. No matter how much money you have, you are still gonna be the exact same amount of pain as someone poor who has grief. And so I'd be thinking, how do I position myself, number one, as the love again, 'cause you're the only one doing it anyway, which is great, but how do I market myself in a way where someone with money is gonna be like, I need to hire her? And so I want you to reverse engineer if you were, a crazy rich Asian, right? And you are scrolling through Facebook because rich people scroll through Facebook, rich people watch YouTube, they would go on Instagram. Like, I mean, look at Kim Kardashian. Like, you know what, they are on those platforms. If they're not, what else are they doing? They are on those platforms. It's just what would make them stop if they were to scroll at 10 love again grief coaches? Why would they stop on you? What would hold their attention and grab, grab them to say, oh, I've just lost my husband. I inherited $10 million, but I'm not happy. I need someone to help me. And/or I lost him 3 years ago and I was still lonely and I wanna find love again, right? That kind of area there. So what would make them stop? That's the question I'm going through in my mind. If I was a woman and I lost my husband, but I was financially well set, what would make me stop? What would make me stop?

Um, I think this is a— I think the one thing that makes women stop now is my story with Mick, that, um, loving again after you've lost what you thought was maybe your soulmate or the only love that you'd ever have. My story with Mick gives them that possibility of wanting to look at life in a different perspective versus staying in survival mode.

I would probably just go like, agreed. I think from a marketing perspective, that might even fall into like a little bit further back. I don't know if that, like that definitely does need to be on the front. I think, I tell you what nobody in your space is doing. Sad story, but a child at Nooran Bodi's school, he passed away. He had brain cancer. Yeah. And it was tough. Like he was in year 5, the whole school knew him and he's got a younger brother and he still goes there. And so the family went through a lot of grief. And you know, the thing that most people struggled with when I was in the schoolyard with them, they were like, oh, Tony, like I've been thinking about blank's parents, what am I gonna do when I see him next? Or like, what about that? And so I think that a really soft entry point for you would be like, hey, you know, somebody who's grieving right now, here are the top 5 things that you can say so they don't feel that they need to comfort you because everyone's asking the same, how are you? I'm so sorry, blah, like everyone's saying the same thing and they're inducing more grief. And so here are 5 phrases you can say right now that don't induce grief and let you know that special person that you care about them. Number 1, and I'd be looking at it through that lens, 'cause that really, your story in terms of chapter 2, I'd be looking at through the lens now of like, if it's grief that I'm coaching and a soft entry point is always through the friend. Like, hey, if you're a friend that's dealing with this thing, great, this is what you've got to do. And if you can give people that, then they're gonna be like, oh, have you seen that grief coach? Like, oh yeah, oh, it was so useful, my cousin, just had a breakup, my cousin just lost a friend, or my, whoever was going through that, or such and such just lost their job and I knew they were grieving it and oh my God, like, da da da da da, I knew what to say to better handle it because it's a very taboo subject.

Yeah. You know?

Yeah, yeah, I know. And I think you're right there because I do get people reaching out to me still today, like, hey, I lost somebody, like, can you help me out? Like, I don't know what to say to them or what do I do? Yeah. You know, things like that.

Concept response.

Yeah. Yeah. That will, that I think will be your business and my business. I mean, I'd be doubling down on that. Like in terms of like content ratio, that would be showing up 2 or 3 times because that hits grief as an industry. And then I'd be looking at, now how do I incorporate my story? And then how do I incorporate the healing side of grief? Because at the moment you're only attacking grief through healing and through your story. So I'd just be looking at adding that very relatable arm to it.

Okay. Yeah. That would be cool. And this is the part I would add to, so I'm gonna put in a prompt, okay? So I'm thinking, okay, let's just say, you know, as morbid as it sounds, let's just say Penny passed away, right? And we're financially doing okay and I'm grieving. What would make me stop to scroll, right? And I thought one sentence that would make me stop scroll if I saw a grief post would be something along those lines. So I'm gonna put a prompt in. Hey chat, so I'm helping one of our clients out with grief coaching and creating a great hook. And what we discerned was that, like, if I had to buy her business, I know that rich people, they grieve as much as poor people. Like, death does not discern how wealthy you are. Everyone goes through grief. And if we can help her find a message that targets grief towards people who have money? Like, what kind of messaging would stop the scroll on social media? What's going through my mind at the moment is that if I had a huge amount of money or disposable income and I had lost my significant other and I saw a post that started out with, that says something like this, "Money doesn't buy happiness. When you've lost someone, no amount of money can get them back." Like, something like that would make me stop because 'Cause I would probably have spent a lot of money trying to make myself happy by healing myself, but it would— I know it wouldn't have worked. And that would resonate with me because I tried all the things by spending money to make myself heal, but it never worked and I need something else. And so something like that would make me stop. If she was to create 10 hooks on 10 different posts over the next 30 days with something like that would stop a person that has money from scrolling, who's going through grief, what would those 10 hooks be? Yeah, you're thinking about this a very smart way. Wealth doesn't remove grief, in many cases actually isolates it, because wealthy people often feel like they have fewer safe places to be vulnerable. The scroll stopping— so this is what you need to message, right? I want you to, every time you do a post, imagine you're doing a post to— who's, who's someone you idolize that's a billionaire woman?

Billionaire?

Well, maybe.

Yes, she is, because it's the wife of Grant Cardone.

Okay, cool. Elena Cardone. Okay, you should have a picture of Elena Cardone every time you do a post. This post is for you in case you lose Grant. If you lost Grant, this post is for you, Elena. Like, that's your filter for your content. Yeah, because they're scrolling social media, they just don't— they haven't seen someone that, that's speaking to them. Yeah, right. And so psychology stops— money can't fix this. Wow, that's a great hook. Success didn't prepare me for this. Grief behind the beautiful life. Loneliness despite privilege.

Oh, I like that.

The things wealth can't solve. So the hooks are there. Wow. I'll send you a screenshot of this, but these— this is insane. This is insane. And here's what I know, that people with money don't care about, um, they don't care about your status. They care about whether you can solve the problem for them or not. Because rich people still eat McDonald's, they still eat Chick-fil-A. They don't eat Wagyu burgers every day, you know. And so if you've got a limiting belief that you can't serve rich people, well, they still go to Chick-fil-A, right? And so it's like, because you have something that they want That's all they care about. It's not whether they have to have a fancy wagyu free-range burger every time. It's no, I want Chick-fil-A. You just gotta market to them.

Steve Jobs, like when he was diagnosed with cancer, he went to the full, like he went like full, he didn't even go to, like he didn't do any Western medicines. Like he went to the Eastern side, like he went on the other side of the planet. He didn't, you know what I mean? So you've really gotta think about that as well as that like, well, this isn't working. And so like a lot of the time instantly income aside, people are thinking, well, what is it that I haven't tried that will be that thing?

Yeah.

Yeah.

Yeah. And here's my final advice that took me 4 years, maybe 3 to 4 years to understand. And I hope it takes you quicker. So I, The second time I went to Mexico, or the third time, I don't know, played golf with Byron. And it was just us two playing golf. And this is before I was his client and I didn't know him that well yet, but you know, I spoke on stage and so, you know, I had some credibility. We played golf together and it was a 45-minute ride, like Uber ride, to the course and back. And so we had a lot of good one-on-one time. And he asked me about my business model and stuff like that. And he said, Richmond Dinh, like, You want to double your business? And at the time, P1 was $25K. And I said, what do I need to do? Put an offer out for $250K. Like, what's a number that you know if you offer that no one is ever going to buy? Like, no one's ever going to buy. And I choked. And it's not even $100K. He said, $250K. Just do $250K. Like, no, I don't, you know. So I never did it, but I understand it now because it raises the floor for every other offer, but also it forces you to become the person that you thought you couldn't become. And finally, when I accepted it, you know, you guys know the story. Saw the $100K offer and then million-dollar offers and then, so I would even figure out a way to position a, your version of a $100K offer. Someone that you never expect to sell, but I guarantee when your marketing starts sticking to the rich people, they're gonna be like, wow, she must be good, she charges $100K. Yeah. And so the downside to the marketing, if the marketing works, is if you charge too little, But even then it's not a bad thing, 'cause if they follow you for a while, it's still good, but then it'll just make it even better if you have a $100K offer that you never sell until someone buys it. Personally for me, if I was looking for group coaching, I wouldn't look for anything less than $100K.

Wow.

Yeah.

I hear you though. Like when you lose big like that, I know that when I lost Frank, money didn't matter. I just invested in whoever I thought could help me.

Yeah, yeah, yeah, yeah. It levels the playing field.

Yeah, yeah, 100%. Can I ask you a question?

Yeah, yeah.

So right now in my business, like, I only have 2 people, right? Like, and I just include Mick because he does a lot of stuff on the back end for me. Um, would you recommend, um, any other team members? And if you do, like, what would their role be?

That's a good question.

So Well, my first question would be, can yours and Mick's relationship handle the coworking?

Say that again.

Can yours and Mick's relationship handle the coworking? So Mick might be the right person, but what I mean by that is like, I mean, Isla and I, we've been in business together since we were like 19, 20, and what your relationship it can handle working together versus what it can handle you being in a relationship with each other is two totally different things.

Yes.

And there's definitely things where it's like, hey, this is a, this is a, like, this is a work thing, this is a business thing, or this is the thing that we need to do right now. And like, we need to get it done. And if he brings like, oh, it's cool, we'll do it later, it's okay, don't be angry with me, blah blah blah. Like, if he brings that to it, then whether he's capable of fulfilling the role or not, I wouldn't get him to do it. Because he's not, he's not there. There's 4 levels of relationship and in order for it to really pump, it's got to at least be at the 3rd level. And so if it's not there, then it's, it's, you'll get conflict. You'll get conflict. Yeah. And resentment. It'll be bad.

Got it. I'll remind you later. Thank you. Thank you.

Thank you. Okay, I trust that was valuable to you. And in case you're wondering, the vehicle that we're using to grow her coaching business is all through tiny challenges, which is in my book, which you can grab for free, just cover the shipping, Forwarded by Russell Brunson. Alternatively, I have some resources on my YouTube channel as well on how to run a successful tiny challenge. More than that, if you have any questions on the coaching session you just saw, you just drop it in the comments below and I'll personally answer it for you. For now, keep believing and never settle.