$200,000 of value in 1 hour 43 minutes

I used to own a company in the trading education space. I grew it to 16.4 million over five years, sold it to private equity last year and then started a new consulting company called build, grow and exit.com where we help people to build and grow and exit these info businesses. And what I want to do today is just walk you through what we're doing now, how I think about these businesses. And I know that some of you were asking about funnels, pricing. I just want you guys to learn some stuff to grow your businesses and make more money basically today. Okay, so let's get into it. Yeah, there you go. Last month we did 597k cash with 513k in net profit.

And what I want to talk to you guys.

From that 597k. So everyone pays it up.

We don't do payment plans. It's painful only. Yeah. And what I want to talk to you guys about today in a second is cost per acquisition and ltv because that's really all that these businesses are. We'll talk about that in a sec. Now, my old business, the one that I sold last year, the first thing we did was run a webinar. And we scaled the webinar to 300k a month, just below without a sales team. It was me, two coaches and a support rep. But we just couldn't Quite get past 300k a month with an auto webinar. So then we moved to a VSL and a sales team. We scaled that to 824k. That was the money we made the month that we signed to sell the company. Basically that was the last month that I ran the company and then I sold that company. And that company was literally one offer. No software, no back end, no masterminds, a course for eight and a half K. That was it. One offer for six years, basically. And that's what made us the 16.4 million was just the offer basically through a webinar and then through a cold funnel. The new business we run two things right now, a VSL funnel. The most we've made was 610k in January. We've been hovering between about 5 and 600amonth for the year so far. And we also run a book funnel which is fucking horrible to run because you've got to go so negative before you make money on the back end. It's a horrible funnel, but it's fucking really profitable, which is the reason that we run it, basically. We can talk more about that in a second. Now just give me a Few examples like what is the funnel that you're running right now? VSL book funnel, webinar.

None.

We're really great at sales. So July, we did 750k.

The reason we're here is because we.

Don'T really have a.

We did 750k into life.

I've got you. I've got you. Well, that's great. 750 with no funnel. I'd prefer no funnels. I'm getting rid of my funnels. If it makes you 750k. Forget funnels, man. Not interested anymore.

Yes, you teach me. Let's swap places. You fucking get up here. All right. What about yourself, dude? What funnel are you running right now, mates?

Yeah, yeah, I don't have one.

That's why I'm here. Oh, you don't have a funnel? No one. You didn't tell me no one has funnels.

I'll say. The funnel we run is the one that was the last ep. Matt said run it like a church.

That's what we.

That's kind of what we do.

Yeah.

I'm the court leader and dude, you're. You're running, you're running a book funnel, aren't you?

Yeah, we started a book funnel a.

Couple of months ago. Yeah.

And we run live webinars as well.

Live webinars. That's. Yeah, that's actually one that I missed off the list. But. But anyway, so this is what I sell now. This is how much I make now. And it's funny, my old business was only paid ads. And until recently, this new business was only organic content. And that's why the difference in. In profit margin, the old profit margin was about 34%. The margin now, where is it is 86.4 technically, but about at 86%. And the reason that it's. The profit margin is so high is because paid ads are not soaking up the acquisition costs. Right? So my old business, well, I'll tell you the new math. So right now, through paid ads, it costs us 2.3k pounds to make 12.7k. So it's really, really, really profitable. And because it's so profitable, it only takes up a little bit of the P and L, which keeps the profit margin very, very high. Right now, finally, I'm going to shut up in a minute and kind of take questions and help you guys with your business. But really, these businesses, they're so simple. It's literally just. You get traffic, you get attention, you send it into a sales process of some kind. You convert the traffic into Value into a sale, into money. And the easiest way to do this is, is with organic or paid into a VSL into a sales call, into a high ticket. That is like the simplest, easiest, most efficient model for getting a low cost per acquisition and getting a high lifetime value. And when you've got that discrepancy where let's say it's costing you a grand to buy a customer for five grand, you can scale and then you can buy as many customers as you like. So scaling is not a problem anymore. You just spend more money on ads and buy more customers for 1k to make 5k. Right now obviously the more you spend, the higher the the cost per sale is, right? The more you spend, the more expensive ads become. But this is the game. Getting your cost per acquisition as low as possible, getting your LTV as high as possible, that gives you net profit. And then you feed the net profit back into the machine to buy more customers and scale. And this is just really, this is like what I've learned and done over the last seven years. So that's kind of what I've done and where my business is. And just one other thing that I want to share, probably the number one thing that I've learned that's made me a lot more money and a lot more net profit is to have what I call a product ecosystem where there's loads of things that different people can buy. So for example, if you were new to my world, you might not want to come in to the 15k a month done for you program. You might just want to buy the book first. When you've bought the book, you might find the resources hidden inside and buy that. Very common that people buy that come into the main programs, the group or the one to one or the done for you. So these are the main offers that we sell right now.

And some people come from YouTube, they're super warm and they just come straight into the 15k per month and vice versa. So it's nice to have different things that people can buy at different stages. You know, I think Darren, the first thing you bought for me was my mastermind I think, wasn't it?

Oh, you read the book?

Yeah. Oh yeah, yeah.

Yeah. So there you go, the power of the ecosystem. You can get the book first, then the resources, then you trust me, you like me. Hopefully you think that I'm funny. Most people don't, but I like to think that I am. And, and then you buy the main coaching program or something like that. So basically don't just sell one Fucking thing, right? Sell as many things as you can within reason. Right?

And finally, last thing for now. If you do these four things right, like you can't, you can't help but to make money. And if any of you are struggling with making more revenue or making more profit or buying more customers or anything like that, there's just one or more of these four things. Is, is wrong or out of alignment or in the wrong place or something. So now I want to bring this kind of back to you guys. So does anyone feel like they have a problem with growing their business? Just raise your hand if you've got a problem with growing your business. Does make sense. You're a mastermind to learn how to grow your fucking business, to be honest. So it doesn't make sense, right?

Just put your hands up one more time if you've got a problem growing your business. Not a problem. You've got a problem. Right? Okay, well let's start with. Let's start with you. Okay. Yeah. So what's the problem?

Talking about this yesterday where I'm offering.

One product, one product is definitely one.

Of the biggest problems. The product itself is quite unique in like you have to be here. It's in person, it's physical. So that's another limitation.

Okay.

Very high, high price point. So these are the kind objections that we're getting.

Yeah.

It was creating wool from us and I can capture the other people naturally that going to flow through but at my. I can't because it's like you cast can't do. Okay, yeah.

Yes. So yeah.

The other thing is marking that particular product is super granular and they haven't really come up near a good long idea to do that.

Okay.

Things paid ads just doesn't see Tuola Grassley and we're kind of stuck with okay, what's next? And partnerships, which is currently where all those girls are coming from. Partnerships. So why not invest or mind into that?

Okay.

Man, I've picked a tough problem to start with today. A tough problem. I should have picked someone easier.

No? What, what, what do you know your ltv.

You said you sell one thing, right? What's the price of the one thing?

So it changes depending on duration, but let's say on average it's about 40k.

40K. And you don't run ads yet, do you?

Yeah.

What.

And have you bought any customers from ads? No. And how much have you spent?

You know we started it as about three months.

Yeah.

Yeah. So I mean technically if you're selling something for 40, what is the most that you would pay to buy a customer. What would you pay 20 grand to make 40?

You know, at this point, yeah, I would probably pay, you know, five.

Five. Yeah.

We're just like, we need to get.

People through the door.

So right now my number was a lot smaller, had you asked me about six months ago. But it's gone into a point where it's like, actually I prepare more.

We just need. I. My belief system is maybe not sure if this is right or wrong.

Yeah.

If I can get people through the knowledge, try to get break.

You know, people getting to know our brand.

For me is changeable.

Okay, cool. So the reason I asked you that question is because if what you're selling is 40k, technically you could pay 30k for a customer and you still make 10k profit. Right. You could pay 35k for a customer and still be profitable. Right? Now, obviously you don't want to do that. You want to pay the least, you know. Yeah, yeah, yeah, of course. So, I mean, we all want the cost per sale to be as low as possible. Of course we do. But it's kind of working out. What are you happy to pay for a customer?

Yes.

And then can you. So let's say you said, well, listen, the most now pays ten grand. Anything above ten, not feasible. So you could, you've just told me, right, well, I can spend ten grand to buy one customer from ads. Right. Now there's two things on my mind. Number one is what funnel are we going to build? And do we think that we can achieve that? Honestly, with good ads and a good vsl, you could probably achieve that. You could probably buy a customer for 10 or below as an example, right? Or you could say, no, a funnel is just not going to work. In which case I would say to you, well, can we do something like we do where we run ads to a little cheap book? It's a very good book, by the way. But a book just has to be cheap, right? A book just has a price. I wish I could charge 15 grand for a book, but I can't. So we run ads to the book. People buy the book all day. We actually lose a lot of money selling the book, but then we make all the money on the back end selling the main program. So you might want to try selling a book first. An ebook first, A mini course first, A consult first. Buy a consult for $250. You know, like every. Every few months I post on my Instagram story and I sell an hour with me for 2.5k.

So you limit how many times you do that. So it's that weed off your schedule.

Yeah.

Hmm.

Yeah. The, the upside is I'll make 30 or 40k worth of calls and a lot of them will become customers. The downside is some people buy the call and then don't buy the program.

So it's.

Yeah, no, so it's, it's a bit of a. It's good and bad. It's good because people buy the call, then the program. But it's bad because people buy the call and don't need the program because I solve all their problems in an hour, you know, so it's. Honestly, I haven't worked out whether it's good or bad. Yeah. To be quite honest, it makes money. It's worth doing. But yeah, I mean, to solve your problem, those are the things that I would do.

Yeah, yeah, yeah. And I can just give you our book funnel. You can model it and make it your own and yeah, you could sell anything. A book, a mini course, a consult with you. And then let's say you sell a book. You know what, what do you think.

You could sell as a, as a sinologist? Most of the work that we do is fairly long term. I mean, I've tried to make in a world rapid process by handing it into one days, but yet the one hour is not going to cut it. So the lack of the ceiling ball, it's a little bit higher. And then if it's 200.

Yeah.

You could limit them. You could call it like a discovery intro call where you're only allowed one to see if you're a good fit for them, they're a good fit for you. And then it's like this is just to allow you to step into our world and see what we do. And then you can make a decision. Either you don't need us. Fine. Or you do need us, come and buy the main thing. That could be a really nice funnel. You might not make money on the front end, but you'll definitely make money on the back end with the 40 grand program, like almost definitely.

So I just want to. Are you saying a call for two and a half K or $250?

Yeah, for her. She could test 250. 550 to 40 K. Yeah. Because I mean, number one, ideally, if you're going to run ads, you want to liquidate your ad costs. Right. 250 to $500 should roughly do that. You'll probably be around break even. So you're basically talking to free customers. Right. And then Some of those customers are definitely going to buy the back end. It might be 1 in 20, but that it's free. It's then free to acquire a customer because you're breaking even buying the discovery calls on, on our buck funnel, for example, if we spend a thousand on ads, we lose about 800, so we're about minus 0.8 and we're 6.2 on the back. So we'll spend a thousand, lose 800 and then make about 6.2 K over three months. Very long sales cycle, which is why I don't really like the funnel, but it's profitable so it's worth running essentially. Does that help?

That does make sense. Can you just add one more thing?

Yeah, sure.

So I've just recently joined the program.

Having conversations around this next hop up and we talked about maybe having a hard bond ventum shield potentially for eight weeks. A few weeks. But I'll need time to develop that, iron it out. The interesting thing was I had someone come through for a 40k product. They couldn't afford it. So I was like, I'll try to sell them, you know, this product, but I've not yet fully developed.

Yeah.

And the injection that I got, which is very interesting, is that. Oh, but it's not the same, is it?

Yeah, dude, we, we, we get that all the time.

A quarter of the price and it's like. So I actually thought, you know, we capture these people and.

View someone else. But yeah, either we capture.

Instead people are like, yeah, there's a dickhead way to do it. Which is what I just said. Right. And there's a nice way to do it where you basically say to them, well, listen, why don't we get you started with the smaller thing first, make some progress, build some value. You will go deeper on what I do. You'll, you'll get value. Then we can send you later if you still need it. Problem solved, you know, and this is. Yeah, but this is why it's so helpful to have an ecosystem. Because on the occasion that someone can't afford this, they can usually afford this. Or if they can't afford that, one of my sales reps will just sell them an hour. If they can't afford that, they'll just get the book and they'll often come back around anyway, you know, so it's good to have a product ecosystem. But yeah, for you, you can definitely crack that, no problem. You just need to test the funnel, type the pricing, see what the sales cycle is like, and you'll nail it.

Yeah.

Nice, nice. Any. Anything else on your mind?

Yeah, my pleasure, my pleasure. All right. Who else has a problem? I think pretty much everybody has a problem, don't they? You, You, You. All right, let. Dude, I said that I come to you, so let's, let's talk about your business. What's on your mind, man?

So main way we've. We get members is through. Through the book.

The book funnel.

And that's.

No, through Amazon. Through Amazon. Yeah. Yeah. Nice.

So we find that over 65% of our members are book owners. We've recently launched a book funnel for a couple of months spending, know, five bucks a week. At the moment it feels like s.

Where's the wipes? Oh, never mind, never mind. So sorry, carry on. With anyone.

Like, not one person who's come through the book funnel yet has converted in two months. So a massive leakage there.

And. What. So. But people are buying the book but not the back end.

Well, they'll buy the. The $47 back it there.

What's. What's the funnel structure? So it's a long form sales page. Yes. Into.

Oh, thanks, man. Yeah. So it's a long form sales page into. Where does it go when they buy?

Oh, well, then it goes to where they get, you know, audio book trade templates, tray calculators.

Okay, okay.

And then they go from there to a book, a call funnel. They've got a call, then they just get into the nurture sequence.

Yes.

And when they go from the long form sales page, do they go to a checkout? So they click through to a checkout page? Yes. Yeah. So they go from the long form sales page to a checkout that has an order bump on the checkout, and then after that they land on a vsl. No. Why? I haven't had time to do it.

But the VSL is an important one then.

The VSL is the most important part of a book funnel because. And if it's written in the right way, like this is the whole point of a book funnel is to get buyer leads to a VSL to then get them on a call. Can they book a call from your final page though?

Yes.

Yeah. And I'm guessing there's like written sales copy to try and convince them to book. Yeah, yeah. And no one. What's the conversion rate to booked calls?

1%.

1%. That's not good. That's not good at all.

To be fair. Okay, so it's pretty new. And you're not running ads to it either, are you?

This is a paid.

Oh, this Is paid ads that you're running? Yeah. What does it cost you to make a sale of the book?

It costs about.

It's got 6, 13.

What? $6.15 excluding the pay ads.

You probably.

Get four sales a day.

And how much are you spending a day? 500 a week? Yeah, 500 a week. What's that per day? What's 500 actually?

Oh yeah. Are you break even or just above?

Just a little bit below if you include.

That's really good. That's really good. Do you get their phone number when they buy? Yes. Do you have a setting team dialing the leads?

Well, literally just get setters and you're going to be mad profitable. Mad simple as that. Like if you can break even and get buyer leads, phone numbers pretty much for free, then congratulations, you've got a money printing machine. You just need to get good phone setters. Dial all the leads, set sales goals, close sales goals, job done, you're going to be profitable as. Should we wait though?

When is the right time?

Straight away. Straight away. In an ideal world, the speed to lead wants to be about seven minutes.

Yeah, that's ideal. Seven minutes is ideal. No, no. If they've, if they've gone as far as to buy your book and give because that's hard to get someone to give you money on the Internet is quite hard, especially for a book. It's weird. Like cheaper things are actually often harder to sell for some. Some weird reason. But yeah, if you, from what you've just told me, you are pretty much break even on getting about four buyers per day and you get in their phone number. So I would do two things. Number one, make sure you've got the field. There's like a thing you can do where they can't submit unless their phone number's correct. Just make sure that you've got that. So the phone numbers are almost all actually real. Get a setter. Just hire one setter to start, get him dialing through all the current leads, all the past leads to book calls. Get on a call, close the call. Okay. And what's your back end price?

Well, we got late to go for 1497.

The high tickets.

4997.

4997. Good price. Yeah, good price. That's a really nice price. 5k. Yeah. So you're breaking even on the front. You should be able to set. If you're closing four a day, you're getting four in per day. You should be able to set at least 37%.

Yeah, yeah. You should be booking, usually about 27% should be booking a call. So for every 100 book sales, you should have about 27 sales calls. And they're quite, it sounds like they're quite cold, but you can probably close them at about 10, 15%, if not a bit higher. So like, dude, you're all set. We've got a guest that's forgot to sit down. Come on. Poor dog.

Yes. Of all the calls that you book, you should be closing, minimum 10%. Probably a bit more like 15, 17, 18% of people. Yeah. And if you just make that one change, you will make like a lot of money. That's like an extra, don't know, one. 20, 30, 40, 50amonth with that one change.

You thought that that would be a low number.

Well, it is. I mean, what I find is sales calls from organic, depending on the quality of the closer, they'll close about 30, 35%. Ish. Depending on obviously the price and so on and so forth. But yeah, from the book funnel. Book funnels are great for just getting your hands on buyer leads, contact info. So you've actually done the hard part. The hard part is getting to where you are now where you can break even and buy leads. So you've done the hard part. The rest is easy. Getting a setter and booking calls and closing calls. Easy.

Getting that bsl.

Yeah, well. Yeah, yeah. So does that help? Nice. Amazing. My pleasure. Any other kind of thoughts, questions, ideas?

Yeah, I'll come to you.

Don't worry.

I'm going to take a risk. I'm going to take a risk. I'm scared, but I'm going to take a risk. Okay. All right. You guys good? Any other thoughts or questions?

The other funnel that's been really successful but has really dropped off is the webinar funnel.

Yeah, yeah, webinars.

We converted 20%.

Me too.

Me too. Yeah, we, we did that in, in my first company, the same as yours, we scaled a webinar to just touching on 300k a month. We just. The profitability was like 1.8. You know, we were spending 200 to make 360ish. It just wasn't very pro. It wasn't worthwhile. And then we moved to a VSL funnel. My God, like just instant. It's just the best thing we ever did, man. We like 4x the business overnight. It's incredible.

The one now.

We actually ran the same VSL for.

May 2021, 22, 23. Two and a half years. About two and a half years. Sorry, how long was video oh, sorry. How long was the video? 31 minutes. 31 minutes actually, yeah. Same as the one now actually. Yeah.

I wouldn't call a VSL a free training, but yeah, technically, yeah, a VSL is more to just sell the sales call and get them excited about booking a call really. But yeah, could say that.

You get accessories after the VSL call as well. Yeah. So for your funnel. Right. I will just get my number later on I'll send you my bulk funnel so you can see the model. Right. But what you're going to do is when they have bought and checked out, they're going to land on a VSL page and the VSL is basically going to say listen, thank you so much for buying the book. This is really going to help you. But it's a book, right? You kind of need more than that. If you want to go far, you want to go deep. And this is the reason why we have a one to one program and blah blah, blah. That's like the frame is. The book is great. You're gonna love the book but it's not gonna be enough. You really need this book. A call to buy it basically, you know.

Yeah, pleasure, pleasure, cool. Anything, that sort of thing from a.

Business to business perspective. So like my thing is I'm pitching to CIOs and figures like that. So obviously if I do apart.

Yeah.

So that sort of VA sells with another week away from you because a potentially difference short, quick and is there a change in bit step?

You know what, I've seen high level B2B VSLs work because often if you look at the retention graph, you're left with like 12% of people at the end. But they're the buyers though, you know. So people always say to me, oh, there's only 12% of people left. That's really bad actually. No, those are your buyers that watch to the end. You know, it's quite, it's a bit, bit illogical. But for you cold outreach is going to be very important. Very good content on platforms like LinkedIn is going to be important. Long form YouTube is going to be very important to nurture them as well.

Because while I'm running my sort of funnel thing. Yeah because it's called funnel. So I have like, you know, you go to the landing page and you sort of have a little explanation, say read this, go through the thing book, call this how it works and I'm have a diagnostic with you. So I'm not doing a sale. It's a, it's a strategy pool. It's like, find out what is over there.

Yeah.

And I'm trying to be subtle. And then I. I have a VA sales, but apparently it's not a sales next to that sort of text thing. So I'm saying for the. You don't read TedX. Here's the guys are going to look at the thing and sort of saying. I'm saying exact same thing, like, is bubbly and read this, do that, do the next thing. This is how it's going to work. That is what I was talking about. It sounds like. That's not.

You're not running ads, are you? No, no. Oh, you're making content right now? Yeah.

I mean, someone said, well, you got, you got to learn, nurtured into sort of stuff.

LinkedIn, you've got to learn, man. So what platforms are you making content on?

I'm going to be doing YouTube shortly. But it's just LinkedIn.

Yeah, dude, for you, just YouTube and LinkedIn, you don't need anything else apart from that. Do you have like a content schedule in mind?

I have, have been, but I've just been sort of doing websites and shit lately.

Like.

Yeah, generally I was doing say like two bits of businessy. Businessy, but not selly.

Selly.

Yeah.

And personal content. And then obviously I know Matt, I do Matt's thing as well.

So.

Yeah, and then I try and do like eight weeks of stuff.

So.

We did.

And then. Yeah. What, what is your. What's the. What's the kind of price in the LTV roughly, of what you do?

Minimum would be, let's say, 40k minimum.

40K?

Yeah.

So for a dollar.

And is that what's like the maximum? What's like the highest ltv, do you think?

Oh, I mean, like, if they really went through the roof and I had a really awesome client, it could be a couple of million per client.

Oh my God, bro, Come on, bro. That's a piece of fucking cake.

You say that.

Come on, get out. Like, dude, that's. That's awesome. Well, I mean, you can buy as many customers as you like, then you've just got to make a decision on. I mean, well, because Instagram's not gonna work.

LinkedIn, there's the. I mean, like, I've heard good stories, bad stories.

I was gonna throw some shit at.

LinkedIn just to see what.

Well, dude, depending on the sales cycle is probably gonna be very bloody long.

But if you've got an LTV that high, you can definitely run ads. It's just, just going to come down to the sales cycle and the cost per sale really. And you just need to see. But yeah, I mean for now I would just start with content. You know what you're doing, like keep it organic. There's going to be no cost per acquisition because you're not running ads. And I'd just love to know.

If you're consistently putting trafficking on YouTube and LinkedIn what you're going to start.

So like I'm anonymous in that so it's like Tom, maybe do it.

Yeah, yeah. Cool.

But I'm gonna do it and see how it is and I can iterate.

Yeah.

So I don't have a problem sort of like trying share.

Yeah.

Well dude, I mean with, with an LTV like that you almost can't lose. It's just the only question is. Yeah it's just tight. Like dude, results are guaranteed. Time is not. You know you have got a profitable business 100 no doubt about it. It's just how long does it take you to acquire a customer, where do they come from and all that kind of stuff.

When I'm done corporates it takes me about four months. You know from like nothing to making money.

Yeah.

And this is sort of scalable. When I used to deals before.

Yeah.

Sometimes I make five 10 minute clubs and then I'm not doing it this way.

Yeah.

I'm just doing your advisor.

Yeah. Yeah. I mean dude, our book funnel is two and a half months to get a customer so I. But. But it works and you make money. So happy days, you know.

Cool. Any other kind of thoughts, ideas, questions?

No, I'm just sort of thinking there's gonna be a lot of sort of content sort of stuff.

So.

Yeah.

So I guess I just sort of tweak the video salesman area a little bit and have more content on the YouTube thing. So Darren's thing where like you have your big origin thing and it originally that. So I'm going to embed that all together so that you know it doesn't say much.

Yeah, yeah. So your, Your TSCV is LinkedIn. YouTube is your traffic into a VSL to book in sales calls to buy your your back end. Yeah.

One thing I did a studio thing for the video thing on Friday.

Yeah.

Had to tie out everything nice and it was lame. So I realized that from there it's not the style I need to do right here. So I need to professional but not. Does it look like some inking bomb lane?

Yeah. You know what there's like there's one key thing that's not on this Board, which is probably the most important thing, which is. Is testing. It's all a case of testing. You know, you've just got to take like the best, most well informed guess that you can and then test. Basically, I'm just laughing at Lauren with the dog. You love those bloody dogs. So good. She's loving this mastermind. It's awesome.

Career wise, my best deals is sort of shifted. Like I never thought was going to happen. Well, he was on my radar. Someone said, yeah, that's a problem here, that's easy. And suddenly you solved it. You copy that and just punch it out the door.

There you go.

And then you're a bit weird.

There you go.

So it's like, yeah, hustling for the innovation. So I don't know if my mother's own head, I, I can think what the market's gonna get there, but I know that my business is gonna come from. That's related to my office, but not directly.

Yeah, yeah, 100. I mean, that's all that we do is we learn to do things and then sell the solution back to people who haven't learned to do them yet. That's really what these businesses are, isn't it? So cool. Well, you wanna, you wanna jump in dollars or pounds? What, my offers or in general, I.

Think you were saying about this swapping dollars to pounds, weren't you? Just to get.

Yeah, oh, definitely. Yeah. We've always charged in pounds. Okay.

You just written dollars.

I've just written dollars because it's cheaper and also it sounds higher, so makes me look like more of a baller, basically. So if I was trying to close you, I'd tell you the lower pound amount. If I was trying to brag, I would tell you the higher dollar amount, basically because I'm an egotistical human, so.

Oh, yeah, geez, I've just been looted. No one would buy. Well, it's not 15, it's 50 fucking 7 or some shit.

What's your resource?

The resources. It's some of the most important things from the main training program. It's just like 20% of the main program for 297. Just hidden in the book through a QR code. Works well. Works well. Yeah. All right, should we tackle the problems? Come on, let's go. What's the. What, what's the problem?

So sales falls?

Yeah, 96. Yeah.

I'm stumped.

In room at 100.

Right now.

I don't convert to high tickets. So everyone in the room buys something.

Yeah, yeah, yeah.

They don't all Buy the high ticket. Yeah, high ticket. We convert a room of 50 people. 10 people will buy our high ticket, which is 35K.

Wait a minute. So your high ticket is 35K? Yeah.

Our low tickets, 399.

3,995. 35K. And how do you acquire customers right now?

We don't know. They just like us.

They find us.

They love us.

Yeah.

Instagram, word of mouth.

Yeah, Through Instagram, word of mouth.

Tik tok, you guys. Yeah. So. So no. No paid ads.

There's a small amount of paid ads.

Most of that has gone to. To just awareness.

Yeah.

Because we haven't really found how to do the converting ads, so we just stuck with awareness.

So what's your sales process? Let's say you make Instagram content and then where do they go? Do they message you vsl?

So they dm.

They DM you. Yeah.

So in. In the past. So we're in a process of change right now. That's why we're here.

Yeah.

So in the past, they would just DM me and go, oh, my God, I love this so much. And I would go, I love you too. How can I help you?

That's a good script. That's a good script. Give me that. Get that. Guys, there's your script. I love you. Book a fucking call. If only it was that easy. Carry on.

It literally has been that easy. I love you. Let's have a call. When are you free? Anytime.

Great.

How about now?

Okay.

Get them on a call.

What, you. Yeah, yeah. No closers. No, no. Okay.

Because I'm too good at it to put a closer. It closer closes at 30.

I hear that.

The closer closes at 30%. I close at 96.

I hear that. I hear that.

And so then we. I just talk to them about their problem.

Yeah.

I show them how I can fix it. They're crying. I make sure they feel better before they pay.

Okay.

When they feel better, they pay.

Yeah.

And then they come in the room.

Oh, and so. So you're selling a live event.

And what's the ticket price of the live event? That's the low ticket, Aud. Yeah.

So the first gap is in the sales bit because Liz can't talk to enough people. So we do have a lot of leads.

Don't even get.

Talk to, like, all right, hey, how are you? And they just go. They write back. And I'm like, then they're 500 people down the list.

And I don't get.

And we do have a setter in at the moment. But he's a wrong setup.

And then the live event is seven days and then you sell them the 35K, so.

No, we sell them the $6,500 on day three.

Yep.

And 100% of people sell and about 76 closed.

Yeah. So.

So we do this big fancy. Like it's a very American.

Yeah.

Like I stand on stage, I play music, I put three chairs and I'm like, some people are ready.

Yeah. Right. Yeah.

And the whole room runs.

I love that. That's dope. Yeah. So then on day three, they buy the six and a half K on day five, seven.

All the way through, they're being seated.

Yeah. Yeah.

And only certain people are invited for an interview. But there's a whole lot of other things in between that. Like there's retreats and there's a whole lot of stuff.

So.

Ranging from 2 1/2 K right.

Through to.

Yeah. So suddenly do an interview for the. Yeah, for the. For the 35K. So. So, yeah. So your cost per acquisition is free because you're not. You are running a bit of ads. But it's awareness. It's not. No. So it's basically your cost per acquisition is free. It's all driven through content. The. The bottleneck right now sounds like managing the inbox to get more people to do then and taking the sales calls.

Getting rid of the people who are on our Instagram that are not.

Right.

It's good. Like there's 65, 000 people there. Yay.

Yeah.

And half of them want me to hold their hand and tell them that it's okay and I don't want to do that anymore.

And then the other bottom. Because it's a live event, we have our own event space for our. For our initial event, the max number is 100 people. And we're topping out around 60 people at the moment.

So we want to fill. We just want to fill the room. If we fill the room, we have no other problem in the farm. Like if we get 100 people in the room.

Yeah.

Every. Because there's multiple businesses. So as well as our business, there's also showing business, which is inside our business, which is the women's space. So they sell retreats and women's work.

Cool.

There's Katie is the 35.

Oh, God. There's loads of businesses in this business.

Us two. That and another girl that's not here that run the 35k program.

35 to 50k.

Yeah.

Because they read it. So lifetime value of a client's 100k.

Oh, dude, this is so easy. And the sales, this is so easy.

And the sales length is eight weeks to four. Four months.

Yeah.

So in eight weeks to four months they buy this thinning 100K.

These businesses keep getting better in this room, man. You guys have some such good businesses.

So yeah, they help us get the beginning because they're like, this is great. And we've got a $3 million business.

And it just sits there. Yeah, well, so I mean, the problem's obvious.

Right?

So I mean, where to start? Right, let's. Let's start with. So it sounds like you're clearly making good content, right? Because you're able to get a lot of messages.

So it's previously been making content. Yeah, that has got us a lot of the.

Right.

But it's the lot.

It'S got us to here. Now we're gonna go above and then the people that we've got in our DMS aren't going to get us there.

So now the people who want my.

Ultimate success and we now need to be driving. Different type of applies to the GMs, and that's where we're struggling.

Yeah. Okay, okay, okay, okay, okay, okay.

This is, this is, this is, this is too deep. This is too deep. Right. Well, listen, content is, it's really, it's fucking almost impossible to like only get the right people and not get the wrong people with, with, with content. Right. It's more of a volume game. And then you put them all in and you slowly filter them out. Right, Right. You know that already. So the first step in solving this then is not getting the right people to DM, getting everyone to DM and then filtering them in the DMs. Right. So that you're only letting the right people through. So number one, the first thing to look at is how those conversations are being handled in terms of scripts and nurture and all that.

Great.

Yeah.

When we put a sitter in, he's efficient.

Yeah.

The thing is with setters and closers, it's a volume game. This is one, one thing that I've learned from having because in my last business we had a 14 person sales team. When you've got one or two, let's just say setters. When you've got one or 2 or 3 setters, it's so hard to know who's good and bad. But when you've got 15 setters, it's so easy to know because you'll always have one or two or three murdering and 12 that are kind of okay and one that's fucking shit and vice versa. Right. So honestly, it's, it's a volume game. Yeah. Like I would just hire two setters at once. That's really important to hire in twos. Pit them against each other, give them KPIs and honestly you just got to train them. Training so important. Like you've got to bloody train them well, hold their hand, train them daily, every single day. You're looking at the DMs you know.

At the moment is the pitchers that being trained. So we're getting ready.

Fired, man. Yeah, fired. Straight away. If someone says that we've offered him.

To come to our trainings for free.

No, come on. Yeah, that's just, that's a big red flag. So yeah, you just need to hire. Set us into. Train them very well, be patient, give them KPIs and be ruthless. We usually give them 30 days. We say, listen, like you've got 30 days. We're going to hold your hand daily, we're going to train you daily. We're going to do our absolute best to get you to where you need to be. If they don't perform, fire them. Rehire, rehire, rehire. Eventually we'll get an A player and then just reward them, pay them even bloody higher to keep them job done. So it's really a recruiting process to get good setters and good closers as well. So your immediate next step is the hiring of two setters. The training of them. Make sure it's systematic. Very well done. Give them KPIs and roll them monthly and tell them right, 30 days. By the end of 30 days you need to be at this KPI. This many sets per conversations, whatever it is, we can talk about that later. When you solve that, you're going to be booking more calls and better calls. So then the next problem in the system is the same for closers. And like you could keep doing the calls yourself but if you want to scale, you need to hire.

They are automated sales.

So that's good.

So there's definitely three people. Like there's three people straight up. Like the three of us that run the 35k program. We all close really well. So nice. Initially we can just do a round robin and then put closes on after that.

Cool. So it sounds like content is working. I've just given you the solution to the dm. You've just given me the solution to the call. And if you do those two things right, you're going to be selling the 3995 now as and when you need more volume, I would run retargeting ads to your audience. If you hire a good direct response copywriter to write them or like if you're with Darren, Darren will be able to help you with this. If you write good retargeting ads, it will pluck out the best of your audience and get them into the DMs and on the call to sell the 3995, which is going to solve that problem. So I don't consider that a problem at all. And that's going to fill your events. That's it. Good.

Yeah, that's great.

I can't believe I, I won. Fantastic. Yes. Let's fucking go. I feel like I've conquered a boss today.

So we're in this business, mate.

I look around and like I've got the same problem that a lot of people who are starting out have. It's just that we have some money to help.

We've got the bag sorted with this though. Would you recommend that we essentially like copy and paste this strategy into my personal brand and, and also Beck the third, the other trio, so that it all works and then we're not finished the exact same wine. Like it's.

Yeah.

Okay. I forgot to talk about this, so I'm glad that you've said that. But yeah, so to answer your question, I'll come to you next. Yeah, no, absolutely. Like this. That is solid. So pick it up and put it down in any business that supports that model. Yeah.

Cool. And finally you want to ask some questions.

So she also has, she has a leading funnel that eventually feeds into the 3995.

Nice. Nice. But it's different.

Like it's basically a whole separate funnel that actually lands in that.

It's like a funnel above this funnel.

It's almost like a natural funnel.

Yeah. Okay.

It's like. So basically there's, there's women who are out in the community who are like, I need women. I need someone.

Yeah, right.

They pay $44. They go to a women's circle.

There you go, dude. You, you should do something like that. By the way. You could do like a low ticket group thing or group console or group onboarding or some shit that could work really well to get you the leads to sell to your main thing as well.

My only thought processes is that the right client who can afford 40k.

So I'll give you an example from a 44k client.

$44 client, she then bought a two and a half thousand dollar retreat.

Yeah.

She then bought a five and a half thousand dollars retreat. She then bought the 339, the 3995 product. She then bought the $6,500 product. She then bought the $11,000 couples retreat.

That's too high in LTV. And then she'd be a billionaire.

And then she bought Amplify just now with us 30K. Oh, and she bought.

All right, no more. I, I can't take any more sales. I can't take any more money. Okay, you're. Listen, you're wealthier than me. Okay, you win, you win. See, it's not about that.

I'm saying you can go from low ticket to like absolute ultimate.

Yeah, they basically. Yeah.

So that customer is a great example of how this business.

Yeah.

Supports this business and which business support.

I love it, I love it.

It's a collective goal. So fucking good locations.

Yeah.

These women's circles every month all around Australia. And we did have them around the world, but the two, the, the London branch.

Yeah.

We forgot to nurture her enough.

Yeah.

And she's like, I don't want to do something else.

Yeah, cool.

The issue is we've got all these women, like maybe 180 bums, leads.

Yeah.

And they've been going into a spreadsheet and no one's been doing anything with them. So we've just started now. We've brought in.

Yes, we've already.

So they go from the 44 product.

Yeah.

Into what's luminescence? 159. $159 day retreat. And from there into a $3,000 retreat, which is a three day retreat.

Nice.

From there into a $5,000 five day retreat.

Yeah, nice.

At that point, they're in our. And then we can sell them 399 platform. Brilliant, brilliant spreadsheet with all these women's names and numbers and they've filled out the feedback form and tick.

What they're interested in, they want more of.

But some of them have now been sitting there for over six months.

So they're finished.

Yeah. No, I said seven minutes, not seven months. All right.

Cool.

We got the nurturing down pat. It's getting in hard and fast.

You guys don't have any problems. Off. You've got a great business. You're good, you're good.

We need. So the biggest problem we have is we want this to impact so many more people. It can be so much bigger if I walk down.

Well, just. Yeah, just scale it. Someone not happy just let you scale it. It's easy.

Like, if I see someone not happy, I see someone smoking, I see someone suicidal, and I've not done enough.

Yeah, of course, of course. That's like.

That's the urgency. The urgency is I'm 52 years old, I have a maximum working life of, let's say, another 40 years max.

Yeah, yeah, right.

And if 40 years, how do I.

Impact as many people as possible?

As many people as possible. Because I have no intention of dying, leaving the world in a state for my grandchildren.

Yeah, cool.

So how do I impact more people? Like, if I see someone that is. That it writes a post that says, I feel this today. Sometimes I wonder if life's worth living, then I still. I have not done my role.

There you go.

That's why.

Thank you.

Which he already knew.

Yeah, I knew it was outside.

Yeah.

But it's good to hear about.

So the other issue is that we've.

Got 15 facilitators who run these women's circles all around Australia, and they're all in our dms.

So we don't have a.

A DM set up like Liz has in her business. And then this business doesn't.

Okay. So we've got.

Because they've got 15 women to answer the messages, so they. They get responded to, but there's no selling being done.

It's all just like, oh, yeah, there's. There's your problem. It has to be a systematic, trackable, monitored process. Okay, guys, I need to speak to some men. No more women now, all right? No, no more, love. I want to know about KPIs and money and net profit.

No, no, no more. No, no more, love.

So we have a KPI.

So we have a KPI for them. They're currently, like, Shauna's business within. Our business is currently doing about 400,000 a year.

Okay.

We need it to be doing a. We needed to be doing plus so that we can move it outside of our funnel so that it pulls everything in from external and nothing from internal.

Well, I'll. I mean, we've kind of. We've covered the steps somewhat already. Right. But yeah, step number one.

Step. Step one. Right. You're right. Writing this down. I am ready.

Because that as soon as I sat down, I was like, this is bad.

Not for me. Yeah, yeah, yeah, yeah, yeah, yeah. So just tell me really clearly. Okay. Okay. Step number one, you need a systematic script and process for your DMs, and you need to have a staff member that is reading all the conversations, having calls with all the setters, going over their data and KPIs. So it's a, it's a machine. It's a process. Not just a mini girl party or some shit. Girl power. No love. The word love should not be on the script.

No, no, I'm taking the piss. But you can massage that in. Right? But it's got to, but it's got to be a process, right? These businesses are machines. Right. It's all cogs. So that's the first one that you need to solve.

Honestly, I think you guys just need to, you need like a intj, you know the personality testing. Yeah, you need like an INTJ operator, someone who just thinks in systems to kind of clean it up, you know? Because right, right now it's like.

Keep, keep working. Work's fun man. Works fun. Don't. Don't retire.

Intj. Ideally, ideally if you can get a operator to come in like my style, Darren style, like a, like a systems thinker to clean up all this stuff and the training and the hiring and stuff, you're going to be, you're going to be good to go. Okay, so that's your immediate next two steps because the rest is fine. The rest of your funnel is good.

She good man.

You good? You're gonna have a little break. Keep going.

Okay. Oh yeah, I'm good man. I'm good. So is that problem solved? Can I move on?

Sure.

Can you double tap on. That's the sales manager piece.

Okay.

That's a big thing there.

Yeah.

So the part of the sales. Two parts. There's one, the one emotional side of like holding the hobbies daycare, the hobbies of the sellers. But the second back then is the sales manager piece. And then when you go, yeah, it's needy.

Yeah, it is, it is. I think when it comes to sales teams having enough setters or closers so that you can see who's good and bad is really important. It's really dangerous to have like one or two.

And then you need good management in place to run it. Yeah.

In place to run your team, you know.

So in our business, which I can do, Katie can easily do the sales management.

Yeah.

Sean is part of the business. There's no one in that business that can do that right now.

But you figured out though, like eventually he's over a cycling, he's a builder's guy. But it's not rocket science to see if somebody show rates super low.

Right?

Yeah, he's just that then he. There needs to be like a little bit of like self leadership in the team. Someone looks at the numbers like this is right. So if you leave them in a run off in a while, they're obviously.

Going to come back. Yeah.

Some of the issues on our next cap, one seller needs to find DB Code.

Source.

Like a very technical thing.

You've, you've just got to do this, man. Honestly, you've kind of got a. And you've done this really well, by the way, where you've gone and made a mess and got it all working and it's, it's making money now. You need to clean it up, you know, and like KPI or systemize it all, get a team to run it and manage it and oversee it. You know, like, often us entrepreneurs, we're kind of scrappy operators where we just make it happen, but you need someone to kind of clean it up and hold it together. That's what a sales team manager is. It's what an operations director is and vice versa.

You know, just review our Fundex. Your issue is you don't have control of the numbers. You feel out of control when I say cl. The out your ass.

There you go.

The numbers don't check out like a balance of checks, but if you had an idea of numbers, you could just, you could just spend 20k in the month because, you know, in the back of your image.

100%, that was our issue. Right.

I need to get super crazy with the numbers.

100% builds on the exact same fingers.

You just know those numbers more than anyone else.

Yeah, I think my, my number one skill is just knowing the numbers in the systems and being able to see all the parts. And I just know the throughput so well and what affects what. And that's often the, the problem. Like for, for you guys, when we were talking about the book funnel earlier, you didn't even know that your numbers were great, you know, and you're only missing a few tweaks. And dude, you can 5x your businessman, like no problem. You know, so often it's just the little nuggets and tweaks that make the biggest difference.

Just for you. Right. We're spending like 500 hours a day on that. Just doing five drawers a week. Yeah.

You know?

Yeah.

You just spend more in the morning. It checks out. You get some phone setters.

Yeah.

Yeah. Okay, one more.

So with what I've told you about and what you said as well, so just getting evidence is we have a good business.

We have a good, very good tv.

Yep.

So basically, that side of that little.

Triangle, this, this is, this is your Entire business getting customers, getting them to pay as much as you can, and then you can take that money and reinvest it in operations. And.

Yeah, you just need to scale your front end. You've got the hard part. Hard part is a big ltv. That is the hard part.

It was even bigger. Like, we cancelled. Like, sorry, that program's only making 200K.

Off you go.

That's making 100K. Sorry so much.

Really good.

So we just spend more on ads.

To get more customers in.

Basically the place for customers.

Well, you need to clean this stuff up first, though. Yeah. So get it, get it. Yeah.

Darren's given us the strategy. Once the strategy is implemented, then.

If you're with Darren, you'll be good to go. You just need to clean it and then scale it. So, guys, I want to teach you something a little bit more tactical that maybe some of you guys can use. Some of you. It won't be applicable, but this added about 130k a month to our business with one quite small change, and it was this. So what we learned to do was we send like a selfie video to every single Instagram follower.

And it starts a conversation and then we chat to them and set them for a call. As simple as that sounds. Right? So back in the day, we just weren't really doing anything with our Instagram following. And.

I had a guest competitor, a guy called Charlie Morgan, and one of his setters asked me for a job and he said that if I hired him, he would bring in all of Charlie's proprietary systems. So I said, yes. That's fantastic. I want to crush a competitor. Nah, I'm only joking. Charlie's a good friend, but it was fucking dope. But it worked so well. I hired this setter and he said, right, make this selfie video. Make this mini VSL. I'm gonna send it to all your Instagram followers. Instant 120, 130k a month bump. Like, bang. So simple. And sometimes it's just these little. You've asked enough today. You're out. You're out for now. I'll come back to you later. All right?

It's literally just on that.

Go on, go on.

If you don't follow them back, you can't send them, like a lot of them on prior.

As long as they follow you, then you can click and message.

Yeah, yeah.

So I just wanted to share that just in case it helps any of you, because for us, it's just been such a easy, simple way to book. We book probably an extra 70 calls a month off doing that. So it's very powerful.

So I say something like, hey, thanks so much for following me. If you're following me, you're probably interested in the course and coaching space. Just let me know if you wouldn't mind where you found me and just give me, just let me know why you followed me and if you have any problems and I'll send you a free video to help you. Just nice and soft, you're leading with value, you know, and you'll get about, usually about 70 odd percent of people will reply. And our set rate is 9%. So for every hundred selfie videos that we send, we book about nine calls and the close rate on the calls is 29%. So very powerful.

So with the VSL to back through that 31 minute BSL they send, or is it a short one that takes a huge bundle? Like if you've got multiple BSLs depending on what the data is?

No, so we just send the selfie video that starts a conversation with we will try and get a problem out of them and if they've got a problem that we can solve, we'll book them in for a sales call.

Okay, so when did you say that you send two Vs?

During practice on occasion. If, like if we're struggling and they're not very warm, they're not really giving us anything, we'll be like, you know what, just watch this video and then just see if anything comes to mind so you can use your VSL to elicit a better response. For most people though, you don't, you don't need it. So the selfie video is just a elegant way to start a good conversation and make use of the, of the leads. And we just go in the inbox. Well, my setter goes in the inbox every day. Every new follower, he will just send the selfie video. And then we got the tracking sheet where it's like sent to replied. We have like eight follow ups that we send if they don't reply and that's it. Really? Yeah, yeah, for sure. So every day my setter will go on my Instagram login.

No. What's in the video?

The selfie video.

So it basically just says, hey, thanks so much for following me, if you follow. So thank you so much for following me. I'd love to know where you found me and if you followed me. That tells me that you're probably interested in the course and coaching space. If you are, let me know where you're at. Let me know if you're struggling with anything and I'll send you a free resource or a free training or something to help solve the problem if I can.

Just like that. It's pretty soft. It's 40 seconds, you know, it's just like. Thank you. Do you have a problem? Tell me what the problem is, I'll try and help you. Then that starts conversation.

And if you want to see it, follow me and wait about 24 hours and you'll get sent the selfie video. Okay. But just don't, don't wind Aiden up my setter, don't talk shit to him and waste his time. Don't pretend you're interested.

Okay. Hey, what have I done? What have I done? So yeah, it's just something tactical that I wanted to share because.

So when you talk to speed to lead and it takes you 24 hours to get back to a follow up.

Speed to lead is important for paid ads, funnels. Yeah, yeah. But for followers, because it's organic, you can be a bit softer because it's more value based. Whereas when you spending money on ads, you need that money back as fast as possible ideally. So it's much more controlled, tracked and systemized for that reason, you know, cool.

As well like the inventions or key purely like the strategy works there.

Actually I'll return to that and then I'll put another question.

Yeah, so for LinkedIn bit of a different strategy. We don't send a selfie video. Is that the dog?

What have you been feeding that dog? It's all the patting. We've worn him out. He can't take any more patting now. Put him to bed. Yeah, so LinkedIn of a different strategy. We've got a separate setter who is just in charge of the LinkedIn inbox and we outbound anybody that likes one of our posts, comments on one of our posts or connects with me. So we let them come to us first and then we just reach out and just say something like hey, thanks for the comment on that post. Are you in this space?

Yeah. Then if they're not, we just won't reply and if they are, be like, oh cool, how's it going? You know, do you have any problems, bottlenecks? Can I help with anything? Try and get a problem out of them and when they tell us they've got a problem, well I've got the solution for that. Let's get on a call.

Oh, sorry, go on, carry on. Sorry.

Let's send you question to that. So I also on Instagram I've got a page for my clubhouse.

Nice.

Is that, would that also work too? Send an attribute, hold this down like saying, hey, fix it's automatic. And then ask your table of two podcasts or learn take route more to what might operate.

I would definitely do that. Like never waste leads. If you've got followers, that's someone who's basically raised their hand and said, I'm interested in what you do so you want to speak to them, you know, Absolutely. I learned this very late as well. I used to be really lazy with my leads, but when that setter came to me, this is the power of good team members, man. Good team members can, can change your bloody business, you know, they really can.

What if you have a less tangible offer? Like you sell something that makes people more money. But I have community for young guys. Like I'm ready for self leadership mindset modules. So if they follow me, you can.

Also be like because they like as well.

So how would you be like the outbound strength to these followers? Because they can have multiple reasons why they follow. It doesn't have to be like when I sell or what I.

Might be wrong here. But if they're interested in your lifestyle, well, the lifestyle is a product of money because you need money to pay for the lifestyle. So the root is actually more money.

So you know, that would always be where I would be wanting to go with the conversation. So your offer might not be a make money offer, but it sought your mindset out so that you can do business better to make more money. So the root of it is, would you agree with that?

There you go.

The root of everyone's desires is money.

But it can also be because I grew up, also a lot of sports, for example, they follow me because they saw me do it higher.

So whatever.

Yeah, so that's not necessary because they want to make more money. They're just inspired by also the lifestyle and not necessarily the travel or the watch or whatever.

Yeah, yeah, I, I, I, I know where you're coming from. It's not, it's not all about money. But it does take money to live that lifestyle though.

Yeah. So I need to know why.

But it's like, yeah, how do you ask that?

Why do you follow me?

I mean, a good way to ask it, right? A good way to ask that is like a secondary question rather than a primary question. So a primary question is why did you follow me? A secondary question is where did you find me? If you don't mind me asking? There's like, oh, I found you because I watched this podcast oh, what did you like about the podcast? I like where you were talking about sorting out your mindset so that you could get better at business. Why are you interested in business? I want to make more money. Why? Why do you want money? So I can enjoy my lifestyle. Cool. Would you like some help with the kind of mindset stuff so you can get there? Yeah. Should we hop on a call booked. What?

I get back a lot, so I.

Just like the content. Like the quality.

Yeah, quality is. You've got to go. Yeah, the quality is.

Your content is so good. I just got inspired.

Yeah, yeah.

No, I don't sell that. I don't want to sell it.

Ah, yeah, you could, you could.

Yeah, I can sell how to start an 80s. I can sell how to make money.

Dude. What? Just describe your offer to me and also your price.

So I have community for guys who are starting in business who can't seem to push, push through that 5 to 10k mark.

Okay.

And I know it's just conditioning. It's like lending believes my mindset. So I rebuild this accountability system also to get them in that right mind frame and say yes. See it as a, like a brotherhood of guys who just come together and.

Build their business together. So it's kind of like brotherhood experiences and lifestyle connection and mindset and business and money. Yeah, yeah. Do you know the goal to excel.

In life, not just finances.

Yes. Have like a complete life with friendship and money and fitness and. Yeah, really good. Do you know who Jack Hopkins is? So Jack is one of my clients. Right. Just made a YouTube video about everything that we worked on today. So you will like that video because it's all about some stuff that maybe is relevant to you. So that's coming out in a few weeks on the channel. But Jack's offer was very, very similar. It was like, you know, have a good life, get fit, make money, make friends and stuff. He. What's his bloody thing called?

What the fuck is program the new elite. I should know that. He's my fucking client. Right. I must be a very good mentor. You know, I don't even know what his business is called, but yeah, the new elite. Is your offer kind of similar to that?

I think it is, but he is, is doing it for the more like higher level entrepreneurs. Like higher level. To me, it's like the young guys who can't seem to get to the next level. I feel like he's doing it for like the 30, 40, 50K.

Okay. Okay. So if you're struggling with the conversation and kind of Getting good context. I would use a vsl, right? So when someone says to you, oh, I just liked your content and you say, okay, like what did you like about it? They're like, it just inspired me. And if it's just like a dry conversation, I would say, okay, cool. Well listen, it's awesome to have you as a part of the audience. Would you mind if I send you a quick video about kind of what I do, just to see if it will resonate with you or not? Yeah, sure. Send the video. Cool. Send the VSL and let them self select and then let them watch it. Make sure they've watched it. Right. You follow up will be like, hey, have you watched the video yet? No. Let me know when you've watched it. Make sure they watch it. And the vsl, if it's written well, it will convert them and if it's written well, it will plant the problem in their head, Agitate the problem, you know, and then you'll say, did you watch the video? They'd be like, yes. Be like, cool, what did you think? Actually it, blah, blah, blah. Then that will build the sales argument. Then you can get them on a call. So for you, if your audience is a bit, a bit soft and iffy, VSL is the answer.

Just build on. I hope it's good. Send it to me so I can see it. Yeah, okay, cool. Anything else on your mind, mate?

Yeah, I've been thinking about like this is like the one offer I have. I've been thinking like, okay, how can I make sure that I can sell something to everyone? Because if you have a group of young guys, like a brotherhood, as I said, I need to keep that standard like high. If I have guys who are doing like 20, 30 day, none, and then.

Someone who's still in the 9 to.

5 is going in, it's like the mismatch is there.

So I'm trying to find a way.

To create an offer for the guys who are not ready yet to join this. A program to get them ready to join this.

Well, dude, you're thinking in the right way. Like, I'm a big fan of like for me, I want to sell to as many people as possible, right? I just want to be able to build goodwill with as many people as possible, help as many people as possible, right? So it sounds like we have that in common. So you need to start thinking about a product ecosystem then, right? And this whole ladder from something affordable to something massively unaffordable for only the big guys. And what that could be what's your price right now? 2K a year. Yeah. So it's. It's on the low side of high or on the high side of low, basically. So 2k a year.

But it's.

It's pretty low.

And I realize it's pretty low. Yeah, we're just getting started. Like we have 25 guidance.

Yeah.

Just.

It's all coming from handicapped. From YouTube.

Yeah.

I have one video for my. I would take a small project, 265, just get them through a system that.

They focus on one year.

And that blew up.

Like, I got like 7,000 people who applied for that.

Nice.

But the problem was it was all unqualified. Like, we sold like 25 guys for the TK offer.

So I'm like, wait, wait, wait, wait, wait. Out of how many?

7,000.

7,000. And you sold 25? Yeah. That's a low conversion rate.

Was hard to change in mind.

Oh, it's a YouTube video though. Right? Okay, well that, that makes more sense. Starting.

Starting.

Yeah.

College and just.

It's like it was so diverse, different people.

Yeah.

So I don't feel like that's the best road they get to eventually get them into the ecosystem because they cannot.

Pay their IT and do they close through a sales call?

Yeah. Yeah. Well, dude, one thing that I would definitely test if I was you is having an 8K and a 2K. And when you pitch people, you're going to say, right, you know, there's two options to work with me. One is 8K, which you reveal first. So it's like an anchor. And you get this, this, this, this. Make it better, make it high level. Right. And then the second option is 2K. You get this, this, this, this. Now that's going to do two things. Number one, it'll make the two feel cheaper. So you'll close more people because of that. And also the few people that would pay eight, you'll capture those eights, which you now cannot capture because you only have a two. That would be the first thing that I would test if I was you. And I guarantee you some people will buy the eight.

And the eight is. It's just what I have now. But then 100.

Well, walk me through the deliverables of the two. Okay.

Thing the difference. So what it is now is we have two calls a week and we have one assignment week that will like you made them think differently. We will discuss that in first of the week. Second meeting is just accountability check in which I can. What do you need to do this.

Week to get closer to the goal. Yeah.

Then we have a bi weekly master class with someone who's like way further. It's going to be literally any. Anyone Nice.

And then they have like 24, 7 support with the team. That's like the main offer.

So it's. There's no course, there's no training program.

Like all the video. We have a video a week and that's all in the.

Oh. Oh, I see. Yeah. So really the colors is kind of trainings, isn't it? Yeah.

Every week a different training on a specific topic and I read what is the biggest problem in the community.

Yeah.

And then I make a training based on that.

Yeah. Nice. That's nice. That's. Dude, that's cheap for 2k for a year. Like, dude, you're. You, you're. Dude, your. Your hourly rate must be like $6 an hour or some shit. You know, I, I would love to know your hourly rate. You know.

Could be scary. Could be scary.

I know it's not like when I started this, I knew it was not the best like financial opportunity, but it just felt like I wanted to do this because.

Yeah, yeah, dude, you've got to start somewhere. The first thing I ever sold was a $50 word document. That was my first ever product. So trust me, like, we all start somewhere. I fully respect that, man. But yet for the, for the 8K, I would just do something a bit more special. Maybe like anytime. WhatsApp access, anytime calls, some shit like that, you know.

Don't be disgusting.

She said.

It was. What have I done? Calm down, calm down. I know not to tell jokes to you lot now.

No more, no more joke. But does that help so far, man?

Yeah. How can I make that eight day program? Maybe it's a limited belief based on.

It's definitely a limited belief. It's definitely a limiting belief. Like literally the way that you make it is this. Update your pitch deck to say 8K and describe the offer. That's it, you know?

Yeah, yeah, yeah. That's a. It's a good thing to test and you don't have to. You can just test it. I.

The reason why I have that my agency skills info businesses in the Netherlands and I help some clients.

I'm like, what the.

This product is so like it has 8K and I'm like, I actually want to help those people. That's like motivation. So I don't want to risk them having buying remorse and think like, oh.

It wasn't my worth. Well, do you believe that it would be worth it? A 8k for a full year of your time in hell.

It works when they work. That's the thing.

Yeah, yeah, but you can't think like that, like dude, I did. You're not responsible. I guess you as educators, right, we are only responsible for helping them as much as possible. They have to implement, they have to be patient. You know, you can't do the work for them. All you can do is give them everything they need, the support, the training, the, you know. And the 8k is even better for them because they're going to have anytime calls with you, your WhatsApp depending on what you give them. So it's better for them to buy the eight than the two and you should be selling it with that frame. I do. If you, if you can get the eight because it is better for you.

So how do you build different.

Sorry guys, just tone it down so I can hear this, this lady. Sorry, carry on.

So how do you build different offers for people in different stages of their career? For example, I help real estate agents in Dubai and now there are some people who are sitting in uk, in India, they want to start their journey in real estate and then there are some people who just started out and then the next seven who want to scale. So how can they create offers for catering? All of these three different stages?

Yeah. So you've got to understand where each kind of avatar is at in terms of what do they actually need to get the result that they want. What's their buying power on average, what's their budget. You just need to understand your customer. Right. So for, for us, just to give you an example, three main offers. Group one to one done for you. People with a lot of money who want to move fast obviously go there. People who are much newer, they've got very low budget, they are newer, they usually go in the group and vice versa. So for you, you might have like a slower lower touch program where it's much more hands off for you, easier to provide lower price for people that are either less serious or they want to go a bit slower. They have limited budget. Might be a group program with some training. You might have a full on done for you service where you just. It's mad expensive, it's for the top of the market, for the people that have not much time and a fucking lot of money. Right. So just think about your avatar. Where are they? What are their differing budgets? What do they want and need? That's different. Right. And that's how you craft the offers for different people. Does that make sense?

Yeah, it does make sense also if you were to start from scratch, because this is my year one of the gym.

Yeah.

Would you focus on creating different offers or would you focus on one offer for one year on one platform? The rule of wire found in the people. So what would you do?

So let me just tell you how I did it because I think it will really help you. So when I sold my last company, I. My plan was to have no team run no ads, just do one to one consulting for a very high fee for just a few people. I just wanted to make 30k, 50k a month, very, very small and have fun, right? And I started a YouTube channel and my only offer was this one. I had one thing and one thing only. My YouTube blew up and grew very fast and I had a video that went viral and I got loads of people on the calls that couldn't afford the one to one and didn't need the one to one. So now I was like interested. I've got this avatar coming to me. They can't afford the one to one. They don't need the one to one. They're newer, you know. So that's when I made the group offer. I was like, right, well let me make a cheaper option for them which is also slower and easier solve the problem. Grew the business. Then I got someone on a call one day, very famous, wealthy church pastor from America. And he was like, listen, I do not care what it costs, just do it for me. So I made up an offer on the spot, $60,000. He paid it in full that day. Then I had a done for you offer and I actually fulfilled it myself because I didn't have a team at the time. That was one of the worst decisions I ever made in my fucking life. That was the hardest 60k I ever fucking earned. So then I like hired a team and systemized the done for you. Then we had a done for you as well. And then people started saying to me, listen Will, I'm not quite ready for the program yet. Is there any way I could just buy an hour of your time? I was like 2K, you know, worth my time. It's just, it just works. Then I had a 2k an hour consulting thing. So I just listened to the market and I just made offers for the different segments of the market that I wanted to serve as well. And I priced it. How I. I think about me before I think about the customer. When it comes to price, I'm like, what do I want? I think, what do I want? Then I think can they afford it and is the right person going to be attracted by this and will they buy it? So I'm kind of thinking me first and then the avatar second. Because it's important that your business is. It fits your life and your desires and what you want. You kind of got to craft it around you. Does that help?

Yeah, it does help. And that's how I started my one on one coaching because someone asked me do you do this? And I was like okay, let me just craft my offer and said there you go.

Yeah.

The issue pricing about.

Yeah.

Is like you have to get really good at getting results and then increase the prices like 8 of the dollars a month. Like run a call following say like the sell by check stuff and just charging 5k 6k for a 6 month duration. No. Once you're just up to your eyeballs delivery, then you can rip it at its group.

Yeah.

What do you think about splitting it? Splitting your offers and ecosystem based on revenue. So we have a six figure program, seven figure programming each figure.

And then.

Also depends on their desire because some guys that are zero money might want to go very fast too.

I don't like that because it's too fiddly. Because sometimes people have a lot of money but they don't need a lot of help. Some people don't have much money but they actually need a lot of help. Everyone's. It's just, I don't, I don't like that case by case.

But what I'm getting at is like initially to think about where the ICP is and where their money is. So like if they're at like a beginner, beginner stage and they don't want to pay 20k for like A$71 for what they want. I think you're like a revenue model initially where they're currently at and then building the office of the back end from there.

I'm a fan of the customer journey and ascending them. But I'm not a fan of charging based on revenue and size if that makes sense, you know. Yeah. And any other kind of thoughts, questions, ideas?

So to test the market. So right now my pricing is really low. It's $800 per month where I take the two calls. How, how do I know that how much I should increase it? Is it just testing and just increasing.

Offering it, seeing if it works?

Good question. Good question. One way to know whether your price is too high or too low is your close rate. Right. Your close rate should not be. I mean listen, if it's, if you're the founder, you're the face of the business. You're always going to close higher. So you've got to have a bit of discretion here. But your close rate should really never be above 40%. If your close rate is above 40%, your price is way too cheap. Way too cheap. If your close rate is below, say 10%, well, your price is a bit too expensive. You know, again, caveat, closing ability. Right, caveat, closing ability. But that is how you understand your price in relation to the market is how many people are buying.

What's your close rate right now?

So I have eight balls and I close six of them.

That's good. It's really good. Yeah. So that tells me that your price is on the low side. I think you already know that though, don't you?

Yeah, I think I just need to get more calls.

Yeah, you do. Yeah, you fucking do. We book 24 a day. 24 a day, yeah. So you definitely need more calls. You need as many calls as possible. I WISH I had 700 today, you know, I'll be a billionaire. So.

You know when they, you know when you have calls cancelled, that kind.

Of bullet pause and three as well. When you disqualify them or they get.

Them cancelled and the setters have got.

Time in the diary. What did he do with, what did.

He do with that time?

As in if someone, if you're trying to fill someone's diary with, you know, all day. Of course.

Yeah.

And you have whatever a 70 short, for example.

Yeah. Have they got, do they have the.

Sudoku book waiting to do the 30%?

No, no, no. Yeah. So.

They'Ve got a checklist. So if they're not on a call, the first thing they should be doing is pipeline and follow up. They should be going back through their leads, resetting, no shows, chasing follow ups, stuff like that. Right. That's number one. Number two is training. Watching back the meetings, watching back the call reviews from the sales team manager and just getting better. Number three.

Going to the pub. I guess something like that. Yeah. So.

Yeah, but you're not trying, I mean, I guess you are trying to keep them working 100% of a full day. But if it's not realistic. So it's always got other things to get on with.

Yeah. I mean with closers we've learned that the sweet spot is six slots a day. Because when you go above six and they have a heavy show up day, they can get a bit tired, a bit rinsed up to an hour. We book an hour out. Yeah. And Some calls run over as well. So per closer, six slots a day is good. Then they'll take about four calls. That's nice. Good for their energy. If you give them too many. By the time they get on call, 5, 6, 7, 8, they're just burned out.

When you used to do the calls and you were booking them for yourself, you still do an hour. Did you expect to be able to do it quicker?

You need an hour. You need an hour to conduct a full proper call and go psychologically deep with the prospect. You need an hour max. Yeah.

Just to kind of add to that. Like the closer is only venture controllers. So he can go to the gym, he can party and stay up all night. He's above 25, he's cool. So I. He can do anything else but that and then the white space. Then when they're not pipeline selling, we put them through coaching. So we have. We have a sales coach now or basically works every single day. So he'll sit on sales coaching holes with training program we have. But their ultimate do or die is just the culture.

Yeah, yeah, yeah. Cool.

Whereas internal employees is completely different.

Right. It's just different.

Sales reps are just a different breed.

Right.

Just a different thing.

Yeah, dude, that's a good question. So like obviously your margins are absolutely insane. And obviously you build like a lot of calls per day. How are your margins so high? Like you have like a team, like a large team or.

Yeah, so there's a video on my YouTube channel where I break down the P and L and I break down the profit margin. So go and watch that video later. And I literally say like 5, 4%, 3.7, 1.2. And I actually break down the full margin. I can't really do that for you now because I don't know it deadly accurate off the top of my head. But the closers take 7.5%. The ads are about 4%. So what is that? 7, 8, 9, 10? That'd be 11.5%. Hard costs are 1.1% tiny.

Yeah, we just collect a lot of cash and the team.

Setters $65 per qualified set. That stays on the calendar.

Did you find that more beneficial than percentage of close rate of cash collected?

Well, honestly, the setter asked me for that. Really? Yeah, the setter asked me for that.

Before.

No, it's just interesting, right. Because you can do commission only or you can do this qualified Saturday.

Yeah, yeah.

You probably put more time on setting the way breakbook connection because you call it a month.

We're just starting to do that. Now.

What country is that setup based in?

England.

You think about it like 21, right? So it's close to the gym. Plus two half K is 19 years old, dude.

Doesn't it cost more division?

Man, I. I wish I had that job when I was working at McDonald's. Exactly. I would have murdered. I would have murdered.

People are different.

Yeah, people are different, man. It's. It's so circumstantial, you know? And he's learning a lot from us because he's allowed in the business. He's learning the systems, learning the team. So one day he'll leave and do his own offer. So there's a lot of value in just seeing it all and seeing it being done.

So big thing for you, Jasmine and Simon is like you being the key person of influence, the aspirational leader coach you, your sales team because they're just learning from you, right?

Yeah.

That's a big sub benefit that people don't realize.

Yeah.

And it's kind of like the way Iman does it is like he gets on calls and he'll never ever like criticize anyone. He's just always uplifting. I'm buying this new boat and I'm doing XYZ and just like it's kind of that aspirational leader and none of the kind of criticism. And then maybe there's a sales manager somewhere that you go through things.

Yeah, yeah, there's a lot. There's a lot of value in the role as well. Yeah. Does that answer the question, man?

Nice man. Much appreciated.

A quick practical question on setters on whether it's LinkedIn, Insta, etc. Are there any secure ways of giving them access to the accounts? You know, suppose.

No, just gotta trust them.

That's the same. On your insta's your LinkedIn.

Yeah. He could go on my story right now and post like a dick pic or some shit.

You know, or some crazy shit like if he really wanted to or you know, do it and blame it. Yes, I could. If that ever happens by accident. It wasn't me, it was Aiden. All right? So yeah, you've just got to trust them, man. It's like your closers. Like my, my assistant has access to like stripe. They could maybe change the fucking wire details and shit, you know, you just gotta trust your team really. And if you don't trust them, you shouldn't be on the team. You know, like if you've done it.

Long enough, you'll know that everyone's gonna fuck you at some Point.

Very true. Dude. I. I gave Lauren, my girlfriend, access to my wise with like $1.2 million in it the other day. And when I logged her in, I was like, oh, this is, this is. Nah, this could go wrong, man. This could go wrong. I love you, Lauren. I'm only joking.

I'm busy, I'm busy. I've got things to do. All right.

Say no more. So, any other thoughts or questions?

They just, they're not really native to the platform on LinkedIn. Sending a video is a bit weird on LinkedIn, but sending a video on Instagram is kind of native to the platform.

So when you say sending a video.

You mean through DMs, right? Yeah, posting video.

Yeah, through DM. Like message the video.

I know that seemed like.

Yes, I won the probably. Yeah.

Does anybody give a shit about the comfy page on LinkedIn? Does anybody touch that?

No, you have the wrong problems.

Yeah.

So you don't need to have any checklist.

Yeah. It's just got to look good. Be there. Yeah.

You mentioned that your new business is mostly organic.

Yeah.

Do you still run paid ads sometimes or how do we know this is the point? To run ads or.

Yeah.

Or should we?

Yeah, you can run ads anytime. So for us, like, the reason I didn't want to run ads straight away was because I had PTSD from running ads in my old company. So it was just very hard, very stressful. We were spending seven, $8,000 a day on, on ads. I was paying off the Amex every 48 hours. Massive sales team. It was just mad stressful. And the profit margin was way, way, way, way, way lower. And I just thought, if I ever start again, I'm going to learn my lessons and just do things a bit differently. And what I learned was if you do organic first and put ads on top, your ads function a lot better. Because when you've got like a big Instagram, a big YouTube channel, good looking LinkedIn and stuff, when people see your ad and they Google you and they go to your Instagram and they investigate if it's better, there's higher trust and then your ads work better. I did the opposite in my first business. I did ads with no organic and they were profitable. They worked, but not as well as they could if I knew what I knew now. So it's a different time though as well. This was 2019, 2020. Things were different back then. Ads were a lot cheaper. Yeah. Like it was just so easy to just turn on a webinar and just print money. So easy so different times, man. Back then. But yeah, I would do organic first, then add second. Yeah.

Have you around with any ads into your ig, like DM ads into vso just because you locked them into a chat? Like, I know obviously VSL adds the cost per call is not that high. But just to lock them in, just yours.

That's what we're doing, right? We haven't tested that yet.

What's nice about it is like someone come in and they're interested, but then their kid just vomited and they go off and go away.

Yeah. Or their dog. Their dog chat.

When they go back to Instagram, your name pops up and they're oh, it's not a hell of a problem. And they click on like something and they drop another message and they're like, oh, we chatted two months ago. So it's like a mini sales pig. We just keep circulating there.

Like we.

It's tough to spend more than 10k a month on ads because it gets really crazy.

Yeah.

But yeah, I just felt that if I didn't hit them get like, get them on the vso, I can at least get them in chat four months from there.

Yeah, yeah, it's. It's good to have that long term thinking there. But they're just not as dude adds to a vsl. It's just bread and butter. It's just, it just works so well.

Do you know what your cost per call is?

Cost per call is the booked is £71 taken as £124. How's this? Because I'm good at what I do.

It's just good copy, good operations, well, ran well, targeted. A lot of it's down to Gabby, my operations director. He did it all, wrote it all, runs it all. It is very low. That's why we're so profitable again. It's costing us 2.3k to make 12.7k right now. So it's really profitable. What was the book?

The cost per call in the old business?

It was a lot. It was a lot, man. But then again we were at scale because we ran the same ads for like three years.

I remember the same mechanical rules.

Yeah. Same VSL for 2 1/2 years. Same ads for 2 1/2, 33 1/2 years. But it was just a different time in a different business and a different offer, different copy, different market. No organic, no brand, lower trust. So just a different engine, different machine really.

When it comes to the ads. So the VSL ads, the issue with me is more like the variations we can only use like 750 different variations. It's important.

Yeah, yeah.

Do you have a media buyer?

No, it's. It's Gabby that runs the ads. Yeah. So. No, I mean, it's Gabby. He's not a media buyer. So. Gabby.

Because I was working with Constantine for neuromaster. He does what you write. He's spun it into the account. We had to come up with all the ad creatives and then.

No. Yeah, it's nice to have someone else do it that knows what they're doing.

I was doing all of it apart from just pressing. Fucking launchpad.

Yeah. Yeah. Well, sometimes that's a good thing because obviously often the founder can write the best ads because, you know, the customer the best. But for me, I've learned that for the sake of peace and scale, it's nice to departmentalize things, you know, so I don't touch the sales team, I don't touch the operations. I'm very hands off with the team.

Now running the sales boss, do you.

Know who Usman Kayani is? Yeah. So he runs. He hires our closest set as sales team manager. Customer kind of oversees it. Sales team manager Scott runs the sales team and manages the reps, does the meetings, does the tracking. And Gabriel, the operations director, kind of oversees that and, you know, goes over the data, the funnel changes, stuff like that. I just kind of watch it being done.

Yeah. Cool.

Sorry, last question.

Go on.

So the sales manager thing is over. Something tough to crack because it's a base plus rev or like, how did you get around that?

Yeah. So for us, I pay Usman.

And he pays for the rest. And then he hires the sales team manager, he hires the reps and setters, he pays them to manage everything. So my obligation is just Usman's fee. Everything else is done and paid for by Usman. So you've an outsourced sales, outsource sales team.

Did you. Did you speak to.

Right.

Clark with that too?

No.

So, like the whole thing there for 4 million a month?

Yeah.

And he was like, if I was to redo everything, I'd just get that. I'd work at the sales agency.

I've learned my lesson there.

Everyone says that when they get past a million.

Yeah. I've learned my lesson, man.

You just get a flat 20.

Yeah.

Whatever it is.

That's it. Yeah.

They take care of everything else.

Yeah, but in money. Yeah.

Sales agencies won't take you that. You guys have a million.

Yeah. Big voice, 100%. Yeah. It's a bit hard sometimes, but Outsourced is the way to go, man. Yeah.

All right, guys, any more questions? Like, literally, this dude can solve anything, please? I have one question.

So, like, I've seen your YouTube channel, and it's very unique compared to, like, everyone else. My products, way right.

Thank you.

It's a much, like, different tone for everyone else. Work really well. And a lot of people, I think, like, that create info videos, have, like, a really big research process. Like, this title works. We use it for our video. Would you like SEO? But your videos seem quite different. Like, do you do that research process for your videos where you'll look at SEO, look at titles, you just make them up?

Like, I just make it up. I don't do any research. I just think of, like, funny titles that I think are cool or different or make me laugh. And basically I just write down titles until I just feel one. I'm like, oh, that's a sick title. And then the video writes itself in my head, and then I just press, record, talk, stop, upload, don't script. No, I just talk.

No, I don't do bullet points. No, I just kind of write it in my head. Yeah.

To grow your channel, you like, then look at the best performing titles that you came up with before and, like, double down. Those are in every discord ever.

I feel whenever I try really hard, the videos do.

Whenever I just think of a good title, I'm like, this is a sick title, man. Those are the videos that do the best. So I try and just keep it fun, you know, and just kind of mess around, and that's when I do the best.

Are you looking at the data of.

The channel at all?

Like, watch time, anything, unprof. Are you literally just, like.

The only thing that I look at is booked calls. So we have, like, a tracking link so we can see the booked calls. And yeah, all I really care about is how many calls we're booking a day from YouTube, really. And I just see every video as, like, throwing another dart at the board. And every once in a while, you hit bullseye. Sometimes you get close to bullseye. I just think every video is throwing a dart at the board, and I try not to overthink it. Just keep it fun and just try and do consistent volume, really. And it just slowly compounds, you know?

I'm curious, why would you build, grow, and then sell the business? And what if the business is basically your personal brand? How can you separate it if you do decide to sell it?

Yeah, well, the reason I sold the last business was because I hated My life.

Basically, I was just like, I was writing in my journal one day, like, what would I do if I had 100 million in cash? And I wrote down talk about business. So I thought, well, I never talk about business apart from like twice a month at a dinner with my friends.

So if that's what I want to do and I'm not doing it, I need to make a change. And that was actually the day that I WhatsApp, my old mentor who's in the M and A space, and I said, please, can you help me sell the business and teach me how to sell it? And then that was November 2022, I think. And then we sold the following September, so. And we didn't sell for a very good multiple. We sold for 2.6 EBITDA net net profit. I was happy with it. It was a multi seven figure sum. And honestly, I just wanted to go and start again with all the lessons I'd learned and I wanted to. And when I started the new business, I pretty much did the complete opposite. Instead of a massive team, tiny team. Instead of ads, organic. Instead of one offer, different offers, you know, So I just learned a lot of lessons from that first business. And I didn't want it anymore. And I thought, if I can sell it, great. If I can't sell it, I'll just turn it off. And I was lucky enough to be able to sell it. So.

Yeah.

Cool. Any more questions before we wrap up, guys?

So you were saying you don't do any SEO?

No.

Even if your current business is known?

No.

So even your website, do you?

No. No. And when you do your YouTube videos.

Do you put the minutes and the seconds as well, the titles?

No.

Just interesting. Yeah, we just, we just, we just fuck around, really? And just get shit out there. Yeah, it's more about like the, like, the important thing is getting a good video out. The unimportant thing is all the little shit that you can do the little shit if you want to do it, you know, but it's not like fundamental, you know, is the way that I think about it. I just think about like the main stuff that needs to happen. Get good videos out, book calls, close calls to the highest price possible. You know, just like the fundamental stuff, really. Yeah, no worries. Any final questions before we wrap up?

I think we're good.

Awesome.

All right. Amazing.

Thank you.

Really fun.