how Emily McDonald (emonthebrain) makes $417,291/mo from Instagram

How Emily MacDonald, AKA I'm On The Brand, makes $417,000 every single month with a coaching business using a super simple webinar funnel. So in this video, you will learn exactly how she's posting content that sells $3,000 offers without any sales call. Then I'll show you how she got 1,000+ women on a waitlist for her webinar every single time. So think of that like 1,000+ people waiting for you to pitch your offer. So that is just insane, right? Then I'll show you her entire sales process, break that down for you that makes $417,000 in a single month. Then how you you can copy all of this and implement this into your info coaching business. So my name is Lucky, and from the last 2 and a half years, I've been helping coaches and creators start or scale their info coaching businesses. So if you are looking for help to start or scale your info or coaching business, you can click on the first link in the description and book a one-to-one call directly with me. Okay, so let's start with content. So she is smartly using short-form content to build awareness and long-form to nurture her audience. And when I say short-form, I literally mean Instagram, and when I say long-form, it means YouTube. So on short-form, she's also posting on TikTok, but when it comes to selling selling high-ticket coaching offers, selling info products, Instagram is the go-to short-form platform, right? So at the time of recording this video, she had 1.8 million followers. So she's just getting insane amount of traffic, insane amount of attention on every single one of her Reels, right? Then you can see her bio, very clean, neuroscientist and founder. Now the first thing when you look at a profile says neuroscientist, it instantly give her the credibility because if a person is saying a thing, then we don't give them enough value, right? Their words doesn't hold much weight. But if it's a neuroscientist, if it's a doctor, if it's a certified person, a person of authority, then we just listen to their advice in a different way. So I hope you get my point, right? But it helps her with the content and with how people see her content, right? Then her podcast, Planetum Podcast, which is literally the long-form content that I was talking about. Then a simple webinar link so that people can click on it and join the waitlist for our webinar. Okay, so when we talk about the posts on Instagram, like what is she posting on Instagram? So first of all comes the, I guess the home tab. Yeah, you can see home tab. So she's posting lifestyle photos, traveling, life updates, and reels. So she's literally posting all the reels on here. I noticed a lot of info guys don't do that, but I don't think it matters that much if you are a neuroscientist and you have 2 million+ followers, right? And for the first-time visitors, she had a pinned post and pinned post goes about, you can say, her life story. She's just talking about how she became interested in neuroscience and how she become a neuroscientist. So for anybody visiting her profile for the first time, it's, you can say, about me section. And just after reading the post, they look at your content in a completely different way. So you can say it's an introduction post for first-time visitors, right? Then if we talk about reels, she is just too good at reels. So I have just scraped the like reels according to the views, her past 25 reels. So you can see she's averaging well over a million views on every single one of her reels. Best reel was 3 million, then 2.3, 2.1, 2.1, 1.7, 990, 1 million. So you get my point, she's just too good at this short-form content. And also, like views, the follower count also matters. She already had 2 million followers. So these views, first of all, it makes sense, right? And second is I've seen a lot of account with 2 million followers, but their average view is, I guess, 100K, 200K. But with Emily, it's completely different. She is consistently getting viral reels, well over 2 million views consistently. So that just shows that her content strategy is crushing it, right? And if you talk about the brand associations, what people think about her brand. So it's about mindset, neuroscience, success, manifestation, achieving your goals or your dreams. You get my point. Basically you can say mindset and manifestation are her main brand associations, right? Because that's what she talks about in every single one of her reel. Then the content formats. So content formats are basically how you are delivering your content. And it's really important, especially on Instagram where there are a ton of content formats. So you have to choose specifically on what works for your niche and what's working right now, right? So for her, for Emily, raw talking head videos have been crushing it. Now I have done a lot of like these breakdowns and you can see them on my channel. Raw talking head video, guys, if you are not utilizing this format, you are literally living under a rock. Every single person, like every single successful business owner, coaching business owner, is posting raw talking head videos on Instagram, like short form, right? So her videos just starts, as I told you, 80% of her content is just talking head videos, right? Because it's too simple. It's literally too simple. You are taking out your iPhone and yapping about some stuff. Maybe you are a mindset coach, maybe you are a health coach, maybe you are a trading coach. It doesn't matter who you are, right? But this content format is crushing it in almost every single niche, right? So 80% of her content is just talking head videos. Too simple, no editing. Then also you can crank up volume. One of the major things on short-form content is about, it's a volume game, right? The more you post, the better you become at this, right? So you have more chances of going viral or building your brand faster, right? So you can crank up the volume because now you do not have to wait, I mean, 1, 2, 3 days for your editor to send you the reel. You can literally do that yourself in a basic video editing app on mobile, right? Then it builds the connection. It doesn't feel like she's trying to sell you. Something. And the last thing is you just stand out. So if everyone in your competition is doing high production value reels, you should definitely try raw talking head videos, right? Then 20% of her content or her second content format is podcast and YouTube clips. So she had a long form podcast or YouTube videos. Then she also goes on other podcasts. So these are just like the clips from those podcasts, right? And if you talk about the strategy, like content strategy on Instagram, She's posting 2 to 3 times a week and that is just the complete opposite of what we hear in general. Like, hey, you have to post 3 times a day, you have to post 30 times a day. So she's just literally the proof of, you know, it does not matter because she's just posting 2 to 3 times a week, but she's still getting way over 2 million, 2.5 million views on every single one of her Reels. But still, if you are just starting out, I'd suggest you focus more on volume because the thing is in the starting you are just not good at content. Content, right? So the more repetition you can do faster, the more you can reach your goal faster. Basically, that's the simple math, right? So if you are just starting out, just focus on volume. That's the easiest advice I can give you. Then mostly talking head. So I think she's just, you know, she's just spending 2 hours, 3 hours a week at max on her content. Then most of her content is top-of-funnel content and it's value dense, right? And by top-of-funnel, what I mean is she's a neuroscientist and what neuroscientists talk about is mindset. That's really bad writing, but you get my point, right? Mindset, manifestation, achieving your goals, dreams. So these are basically the type of content that she posts on Instagram. Now, if I post a video about how you can increase your show up rate by 27% using, you know, a customized thank you page, the ideal viewer for this type of content is just so low that even if it gets 10,000 views,. It's just the best reel for that niche. But if you talk about mindset, manifestation, your dreams, every single person on the planet, or at least everyone using Instagram, is interested in achieving their dreams, having a better mindset, achieving their goals faster, or you can say manifest. So the total addressable market, I'd say TAM, is just so much more for her content that she gets millions of views on every single one of her reels because her content appeals to every single person. And that's the main goal of Top of small content. You want to appeal to a broader audience. And her content pillars, her expertise, her experience in neuroscience allows her to do that. She posts a video about mindset, how, let's say, how you can feel better about yourself, how you can increase self-esteem, right? So 90% of people on social media cares about their self-esteem. So definitely if somebody talks about self-esteem, it gets more views. Now, a neuroscientist, if a neuroscientist gives you the advice, The words become 10 times more weighted. You listen to them carefully and it just becomes so much easier for her to build the credibility, right? So the top of funnel content, you get as much people as you can to know you. Going viral, getting attention is the main goal of this. And I also extracted out 3 scripts. So all of the 3 reels are well over 3 million views. So I guess 3.1, 3.2. So I'll just give you an overview of what her scripts look like, right? So let's take a look at her hooks. So reel number 1, the hook is, is I don't think enough people realize that neuroscience shows you, you don't live in the same reality as anyone else. Now that's a perfect hook because it's curious enough because like reading it, I'm also curious, like reality should be the same for everyone, right? A glass is a glass, a keyboard is a keyboard, a mic is a mic. Then why everyone sees it differently? So that's the open loop, or you can say curiosity hook. Then she uses the power word, not a power word, you can say neuroscience. So if you hear neuroscience or neuroscientist, you just listen to them more carefully, right? So that, hey, what she has to say if she's a neuroscientist, right? So then the actual, like, the core value goes on. And as I told you earlier, that her reels, like, value dense. Her content is exceptionally value dense, right? Then let's move on to reel 2. This is the neuroscience behind why you should never rush and why I personally allow myself to be late. So she's directly relating to people why neuroscience is the proof that you should allow yourself to be late. Now, a lot of people who, who is going through this problem in their life will definitely be more hooked in this reel. And I guess the percentage of people who are facing these problems in their life are just too much, right? And the third hook is neuroscience fun fact of the day is that complaining, judging, or criticizing others can actually change your brain. Again, Curiosity, the word neuroscience. So you can starting to see a pattern in her hooks of viral reels, right? So she's using neuroscience or science in her hook. Like almost every single one of her reel starts with neuroscience or science. So you can say it's her USP, unique selling proposition, that she herself is a neuroscientist, right? And her total addressable market is way more. So definitely it makes more sense that why her reels get millions and millions of views because everybody's interested in improving their mindset. Everybody's wanna live a better life, live a happy life, live a fulfilled life, right? And also the relatability, how she relates to the people who are struggling right now is just amazing. So the advice feels really practical and actually it is really practical. It's very, you can say actionable advice. So that's why people keep on coming to her reels because if somebody is if somebody do not find value in your content for the first time or second time, they probably won't give you another chance, right? Because attention is very, very important. So that's pretty much her Instagram content strategy. And her another, like the long-form content, as I told you, is a YouTube channel where she's just posting Planet M podcast. So her podcast, and podcast, she's just sitting down in front of a camera and just talking about some concepts of neuroscience, manifestation, mindset shifting. You can see that her average video is about 30 to 50 minutes. So this one is 35, this one's 33, this one's a 1-hour video, this one's 23. So she recently started doing it, but it will definitely help her a lot because as I told you in the beginning, that Instagram is good for getting views, right? The eyeballs. There is a lot of easy eyeballs on Instagram. I'd say not easy, but it's easier on Instagram. To get more views than it is on YouTube. But YouTube, why it's the go-to platform for info or coaching business owners, because you can nurture your audience. There's 3 factors: know, like, and trust. They can know you from Instagram, they can know you from YouTube, they can know you from real life. It does not matter. What matters is how will they like you or how will they trust you? And the simple rule is like this, 7-11-4, I guess. Yeah, there's a rule that says somebody if somebody has to buy your high-ticket coaching program, they have to at least consume 10 hours of your content, right? So 10 hours of your content, if they consume it on Instagram, it will take them, let's say, 5 years. But if they consume it on YouTube, it just takes them, let's say, 2, 3, 4 days if you are actually putting out valuable content, right? That's why on YouTube it makes more sense to post really, really long videos if you can. If you can't, then just don't make the videos longer for the sake of it. You'll get Worse results, right? So YouTube is her nurturing machine. People get to know her from the reels. Now they watch her podcast and now they are just blown away by the value she gives in her podcast and how actionable the actual value is, right? Then she's also going on other podcasts. So this is an amazing one with Jay Shetty. So the number one brain neuroscientist will explain this will delete your old self. So get my point. She's just going on very big podcast in her niche, right? So that's how Emily is getting millions and millions of views on her content every single month and then nurturing those new people through her podcast and other podcasts, right? Now the second thing in any info coaching business is getting high quality leads. Now if you are posting organic content, which she is, getting high quality leads becomes way easier if your content is actually valuable, right? So first thing is the link in bio. You can directly click on this link, right? So here's the free webinar, free class. So this is a landing page link directly to her webinar. Then second thing she's doing is stories. And guys, if you are not using stories, you are not even utilizing 10% of what Instagram can actually do for your coaching business, right? Stories are a massive, massive part of our services too that we offer to our clients. Because the thing is, people watching your stories, they already know you, they already like you because that's why they followed you in the first place. Like here she did, 2025 has been the best year "of my life, all of my dream came true this year." So she was talking, she was just talking about how 2025 changed her life. Also, whenever the webinar comes in, you are also doing call to actions to these people. So these people are already warmed up in the stories. They are consistently watching your content. And then whenever you drop the story about your free class, you're watching your VSL, watching your new YouTube videos, these people are ready to do that just like it, right? So that's why stories are the best thing to do on Instagram. And if I give you a better example of a call to action story, because this is more sort of a lifestyle story where she's talking about her personal life, and this is the story sequence of Afnan Khalifa. So she also did a million-dollar launch in a single day from Instagram. And at the time of a launch, she was using the story sequence. So did you catch that my audience just hit 1.2 million and my latest is brought up another 100,000 people, right? So this was, the hook that, hey, okay, she knows what she's talking about. She got results. That's literally the proof that what she's going to talk about in the next stories actually works. So if you give them the proof, they have a reason to listen to you, right? Then she is sharing results again, and then she talks about her free webinar and how this is going to change your life. Like the guru style of webinar that, hey, this will change your life. I'll show you blah, blah, blah, but they don't really show you anything. They just sell you their offer. But yeah, it happens. There's nothing wrong with it. That's why a webinar works, right? Then the last thing is CTA in the end. So at the end of every single of her podcast on Spotify, on YouTube, on Apple Podcast, she does a call to action directly to her webinar. So she says that, hey, I host two free masterclass every month, one on 15th, one on 28th, whatever the dates are. You can click on the link, you can check them out, and you can also join if you want to. So this was just for an example, but that's how she did a call to action in the end of every single one of her podcasts. And keep in mind that for the first 30 to 35 minutes of the video of the podcast, she's not doing any call to action. She's just delivering on the title and thumbnail. But at the end, whenever you consumed enough of her content, because she gave you 30 minutes of free value, free actionable advice that can actually help you in your real life, then jumping on a free class is not a big ask. So that's the call to action that she's doing on her podcast, right? Now the last part is conversion, how she's converting a lot of, lot of people from her webinar, right? So all of the traffic, all of this, these people comes to this landing page, right? So whenever they click on the link, click on any link, whether it's on Instagram, on YouTube, they got redirected to this landing page. Now this landing page is super simple. And again, I have told enough times in my previous videos that if you are running a webinar funnel, you do not need a complicated landing page, right?, right? So a simple headline, how to break your identity ceiling and step into your higher self using the Minecraft method. Here's the days, you can register by clicking here. Now below is the details what you'll learn in the class, right? And this is the about section of Emily. So you can say it's a little bit of introduction. Then the social proof, top publishers, magazines that she was posted on, New York Weekly, New York Post, and Push Daily Mail. So from then, if you click on register, you'll get redirected. You'll be get asked for your details, select date. So she hosts for 2 times because her audience is just so massive and the time zone difference is like too much. So she hosts 2 webinars on a single day, right? So there's 2 time zone options, I guess Eastern time and Pacific time. Then the details and yeah, you can just fill out your details, click register here. If you click on it, you'll get directed to the thank you or confirmation page. Now the first thing you have to do from here is join the WhatsApp group. Now you can save the date on your calendar directly from here. And this is just a quick video telling you about that, hey, this is going to be amazing. This is the best thing you ever do. She'll tell you that, hey, come with a laptop, come with notebook, take some notes. This class is going to be valuable. And whenever you confirm the time, you receive this email just after you register for the webinar., right? So here's the webinar room and these are the details. So at this point you have registered for her webinar. Now she will start the pre-webinar flow. So how she can maximize the number of people attend her webinar to just maximize the cash collected on the actual webinar, right? So she just sends out daily emails. So if you register 2 weeks before the class, you'll receive 14 emails. If you registered a week before the class, you will receive 7 email. But you get my point. She's just sending out daily emails. Every single day, these are some of the reminder emails and hype-up emails also. Now, hype-up emails plays a crucial role in bumping up the show-up rate because I've seen a lot of people, even the biggest guys, if they are running a webinar, what they do, they just send you the reminder that, hey, we are 3 days away, we are 2 days away, and people just hate those type of email, hate those notifications, those reminders. Along with reminders, she's also using hype-up emails. What I mean by hype-up emails is emails like that your gut feeling might be keeping you stuck. Now this is just an amazing email, fully value-dense email. And after reading it, you will be way more interested in jumping on the webinar because you will simply think like, hey, if she's giving that much value in a 2-minute email, what will be the class look like? And also it just smashes out all the objections that you have, like, hey, I don't have time, I have to go there. If you read those emails, you'll be way more interested in jumping on the webinar, right? So emails are the best part of our pre-webinar. Now she also uses a WhatsApp group, but she's just not utilizing this enough. So she just collects a lot of numbers and then at the time of the webinar, she just sends 2 messages that, hey, we are live. And then 5 to 10 minutes later, she just again sends all the details of the class. Now she can use the WhatsApp group just like her emails to again maximize the show-up rates because WhatsApp works really, really well with webinars. The next thing she's doing is story sequences. As I explained you earlier here in the lead section, that stories are an amazing way to build trust with your audience and make an ask from your audience. So she just uses some similar story sequence. But at this time recording, I do not have any of her story sequence that's related to her call to action. So I just used Afran Khalifa's story sequence and it's also an amazing one. I explained earlier that here's the hook. Then some proof. So these are the reasons you will be way more interested in watching the next stories because they have amazing results. Then here she'll tell you that, hey, we are hosting a free class, you can comment XYZ, I'll send you the link, blah, blah, blah. This is the hook, this is the story, story, and these are the call to actions, right? So you can click on this link or this link and you can join her webinar, right? All of this to increase the show-up rate so they can increase the amount of cash collected on the webinar. So now we are at the last part, which is the webinar. So it's a massive 3-hour webinar. At the end, she's selling a $3,000 coaching offer and no sales call. So she's just pitching on the webinar, right? So $3,000 offer on the webinar. So that's how Emily MacDonald, aka M on the Brain, makes $400,000 every single month. And if you need any of the resources from this video, you can DM me on Instagram. And again, if you my help to start or scale your info coaching business, you can click on the first link in the description and you can book a one-to-one directly with me. So that's it for this video. See you in the next one.