WILL leads a discussion on YouTube strategy and business growth. Titles matter most (85% of success), hooks need to land hard (75% in the first part), and still thumbnails let titles do the work. Test titles every 3-5 days on thumbnailtest.com. Price paid consults at 10-15% of projected annual client value; one offer of 10 slots at £1,000 each generated £37k.
Chapters
Let's start with YouTube. All right, so, James, you're asking about the YouTube. I guess this is where we left off, isn't it?
Everyone talks about retention.
Like you've got to script everything, and it's got to be like, don't lose them for even five seconds. So how can it be 10% only for the video?
Well, if there's one thing that I've learned, I'd add this, right? So when it comes to the video itself, I think.
Obviously you've got to have a very strong hook, because as we all know, just like we were talking about earlier with the. With the ads, right, man, 75% of it is. Is in the hook. So whenever I make videos, if there is one thing that I think about is the hook. So I'm not wasting time at the start. Like I mentioned earlier, I don't really do call to actions, and I just try and tell stories, you know, so I'm trying to hook people as fast as I can. I'm trying to tell the best stories.
That I can, and I'm trying to keep it as authentic.
And real as I can, you know, and that's why I wouldn't say I script, because I don't have a script. But when I set that day aside over the next 24 hours, I'm just thinking, what am I going to say? How am I going to say it? What's the hook going to be? You know, so I'm kind of trying to script it in my head and I just try and do it one take for the authenticity, because I think there's an energy that comes across when it's scripted versus what comes across when it's authentic.
Well, not technically. No, it's not scripted. Right. So one of the next videos that I'm about to make is all about my journey as an entrepreneur, right? So from, you know, skateboarding, doing graffiti, selling weeds, doing music. And I was trying to think of a hook, and I think the hook that I'm going to use is something like, you know, I used to sell drugs and then I went on to, you know, move. I don't know, something like that. But the hook is. Is going to be weird and strong and it's going to be kind of like a pattern interrupt. So you'll see that video when it comes out, but it'll be something like, how crazy is it? I remember when I used to sell drugs and make like £10 a day, and now I make £20,000 a day. And then I'll go into the story how do you end the video?
How do you know like this?
How do you end it on a slot? Yeah, well, how do I end it on a strong point?
I usually get a feeling when I'm almost out of things to say. Right. And I don't waffle at the end. You know, I've kind of got this thing in my head where when I start to, you know, just shake around a bit, I'm like, right, let's just end it and I'll just abruptly end the video. And the reason is I've heard that towards the end of a video, if everyone starts dropping off and then the video finishes, it tells the algorithm that people don't like it or they're not watching the full thing. But when you just suddenly end, everyone watches to the last second and then it tells the algorithm, wow, everyone must have loved this video because they watched the entire video, you know. So I learned what you don't want to do at the end is say, so guys, that's the end of the video. Thank you so much for watching. I can't wait to see you back here next time. Please, like, please subscribe if you need any and just go on for three minutes because then everyone needs, you know.
Yeah, I never do call to actions at the end of the videos. I sprinkle them in. So if I'm making a video around halfway through, I'll be talking about something and then I'll just say, oh, and by the way, I mean if you need any help with any of this stuff, I'll just put a link in the description and just feel free to click it and there's a little explainer video and you can book in a call and I'll lend a hand. But anyway, like I was saying, then back to the video. So just nice and subtle. I'll just do that once sometimes if it's appropriate, twice if it's a longer video, but that's it. So 85% title, 5% thumbnail, 10% video in the video. I do think a lot about the hook. I try and just keep it story based because humans love stories. And I try and not over engineer it and just keep it as real as possible.
And then just, just upload it. And I try and forget about it because I'm playing a long game. I'm not trying to win on every video because I want to be still making the weekly video in a year, in two years, in three years, in five years. So it's a volume game and coming from a trading background, you know, you don't. You don't win every trade. And you get, you get outlier trades. Right? Just like you get outlier videos. So really you're just playing the game until you get an outlier. And when I first had an outlier video, which was my. I think it was my how I sold my company video. It's got 110k views or something. That was my first time where I ever experienced within 48 hours, sales calls, 10x. And you just, you know, I went from about 70k to about 360k in a month from one big video. So just play the game and just try and have fun with it as well. Because if you're not having fun, it's not nice. Yeah, I just find it really fun to like, think of the titles and plan the video. Not, not plan the videos, but like just, just have fun making them.
And have you ever gotten your journey where you're like, I'm sick of making YouTube videos, but I'm on a weekly schedule and I gotta make one where it wasn't fun for you?
No, no, because I, I batched them. So I'm always. I think I'm about seven weeks ahead right now. I'm gonna make two more tomorrow, then I'll be nine weeks. Well, one. One is coming out today. My Sunday video is coming out today.
I usually do two in a day. And then sometimes, like when I, before I left for this trip, dude, I was just loving making the video. I was just in such a fucking good flow. And I did like four videos in a. Or five videos in just a few days, you know, And I just got really, really far ahead and I just felt in the zone and I was just loving making the videos, so. And I kind of feel like that now as well because I'm really excited to make. I've got a couple planned, but yeah, I can't wait to make them, you know?
And then 5% thumbnail. I've never heard anyone say.
Ah, well, I've got a hack. I've got a hack for this. Right? So if you don't have. So let's take, let's say you take a still from the video. Here's my theory. When I go on the home screen, if I see a video and the thumbnail is just a still, all focus goes to the title.
So you're basically removing the thought that having to decode the thumbnail. Because if you look at some thumbnails that try and tell you about the video, like Jamie's most recent thumbnail, which is A fucking great thumbnail.
It tries to tell you a lot about the video, which can be a great thing, especially for a video like that. But for me, I just realized if I do a still then all attention is on the title and my favorite thing is the title. So then I can use the title as the thing that gets people to click the video. And that's always worked pretty well for me.
Do you test different titles for one.
Video or like every video?
Just test all the lists.
I'm glad that you've said that, dude. So when it comes to the videos, if I upload a video and it does really shit.
Then I always have a few titles to test and sometimes a couple of thumbnails to test. So usually I give it about 24 hours and after 24 hours if it's really not done well, then I'll use thumbnail test to put a few titles in.
And it basically changes the title every hour for five days. And then you can look at the data and you can see which title has the highest click through rate or whatever number you're optimizing for.
Yeah, yeah. Thumbnail test.com. so I do it with titles for usually about three days until I've got the best title. Then I do it with thumbnails until I've got the best thumbnail and it takes about five days and that's just as much effort as I put in.
Yeah, yeah. So upload the video. If it doesn't perform within 24 hours.
You do a title test for about three days.
Then you do a thumbnail.
Test for usually about three days, depending on the volume that you're getting. Though if you're getting thousands of views, you can know within two, three, four days. Or if you're not getting much, you might have to wait 5 days to 7 days to 10 days even just to be really conclusive with the data.
For you to have my own desks or not?
Oh no, no, no, no, no. The built in one. Yeah. No, because it only tells you.
What watch time. It's just like thumbnail test gives you like 15 different metrics or something.
I have a question around video vibe, particularly from the lens of podcasting as well. And then maybe this is the interesting obviously.
Having separate channels as well. So obviously, like if I see a will round thumbnail with a coffee, I joke on it. I know what I'm going to get. I know I'm getting built around video. I know the vibe and it's like once I click on it, my expectation is matched.
Yes. Okay.
I Get it now with the podcast. It's interesting because you do the guests on each time, so that's interesting. Like how the frame.
So it's the same.
Also, like the thumbnail is kind of different each time.
So yeah, again, it's just kind of like throw it out. What's your thought around that?
And.
Linking it to like the solo vignette wearing as well, Is that kind of effect on the channel?
Because it's slightly.
I kind of. I get something different. I'm not getting real round of copy. I'm getting a slightly different.
You know what I mean? Yeah, I think it's. It comes down to continuity.
Yeah.
Doesn't it? So one reason I really like your podcast, Tom, is because it's the black room.
So it's got a setting to it, you know, so I'm probably a good real life example for you. I like your pod because it's in the black room and it always has a certain vibe to it, you know, it's like pretty raw and honest. It's pretty deep. You touch on real life shit. It's not a business tactics podcast. It's not a lifestyle shitty podcast. It's quite a deep dive with each person podcast and the setting matches and the lighting matches. So it all has like a theme, in my opinion, which is why I like it. I don't like podcasts where the setting is always different. You can tell they're moving from studio to studio. There's no vibe to it. And it's just trying to interview people just to get views in a way. So that's kind of what I do and don't like. But if I had your podcast and I wanted to grow it, I think I would focus on catchier, more provocative titles and themes that are a bit more intriguing.
You know, in terms of a packaging standpoint, because I think, because again, people get a feel for thumbnails. So a lot of reliance goes on the title. That's why I think so much about the title, you know, and just keep it real and keep it.
Keep it consistent. So it builds that trust. I would say, like, if I was going to do a pod, I would really try hard to keep the setting the same, the vibe the same. I would actually, maybe I thought about this. I thought if I ever did a pod, I would keep all the same questions, a list of 25 questions I ask every person, no matter what, because then it kind of has a theme and if you like one, because I've got like quite a scientific mind, so I think in variables Almost like a machine. So I would try and keep the setting the same, the theme the same. Probably entrepreneurship and business the same. The question's the same. So the only variable is the guest. I've been speaking to a buddy of mine, Frankie Lee. He said to me a few months ago, he was like, man, I'm really trying to grow the podcast. I just feel like I'm hitting a wall. And I said to him, why don't you just get like really famous guests that blow up the pod? And then he got Andrew Tate on 3 million views, doubled his subscribers. That to me seems kind of obvious. So it's a bit more off? Not off, but it's a bit out there. But yeah.
So when you're doing the titles, I guess that doubles down as the actual video idea as well.
Right?
That was going to be in the video. So how do you with your ideation? Obviously, like. No, I'm sorry, it comes through the brain. If you could kind of reverse engineer that process maybe for us, how do you might be able to problem or try to solve where you come up with that sort of thing?
Yeah, I just try and think of.
Really provocative titles on the subject of my niche. You know, business problems, funnels, sales.
Broad making money, stuff. Like I was talking to James about this earlier, right. About keeping the theme of a YouTube channel. Right. Well, I want to build a brand so I'm not just going to do tactical videos but equally I don't want to be a celebrity so I'm not just going to do random lifestyle stuff. So it's kind of a mix of the two. Like one video I'm really excited to make is what a million dollars buys you in Bali. A tour of this villa. Because it will get a lot of mass appeal. Anyone can watch that, you know, so it's a very wide reaching one. But also it gives me a lot of authority because I can say I'm buying this sick villa with cash. It's my dream, one of my dream homes. So it kind of touches on all the areas, you know, I am successful, I'm an entrepreneur or it's a bit of lifestyle. Y. I think that's a very well balanced business for my channel. So it's a bit, it's not tactical. But to bring this back to you, dude, I would say number one, do you want to build a personal brand or do you just want to book calls and close sales? That's the first decision that I think people need to make. What would your answer be.
But calls themselves right now?
Yeah, yeah. So in that case, you'd go a lot more tactical and conversion style. So all your videos, I would honestly think of them as VSLs with those elements of a VSL where you're constantly trying to get people to book a call. You're trying to change their mindset, get them to believe that you. They need your help. And that's all that a YouTube video is really. It's like, listen, you're basically saying, I am this person. I'm very good at this thing.
You say things that help them understand they are not good with that thing. Right. And you basically say, oh, and by the way, well, if you need this help with this fucking thing that I'm very good at and you're not, you might want to book a fucking call, you know, and buy the program. So that's how I think of the videos.
Because I put a lot of videos out there about. My channel has been there on shit on the uk, but that actually just brings crap quality leads.
Right.
It's a personal brand. They want a conversion.
Yeah. Another thing that's really important as well is to use Hiros.
Does anyone not know what Hiros is?
Everybody knows what Hiros is. Good. So it's a tracking software. And what we do is for every video that I upload, we have a spreadsheet where we track how many calls did it book and how many of those calls closed and how much money did we make for the YouTube video. So that way we can get a feel for, like, Right. These are the videos that don't book many calls, or sometimes they do book calls, but they don't close. And these are the videos that book calls that close and make us money, you know, and then we can pivot a little bit. Like one video that surprised me, I made a video about my watch. Like, that's called, like, I don't know, I regret buying my Rolex or some shit like that. And sales come in from the video. I'm like, wow, that is awesome that they got into the funnel through that video. So it just proves that you can. Sorry. And it pays the watch off as well. Now I can buy. Buy some more. I don't really want more, but there you go. So it's interesting and that high Ross.
Because, I mean, I didn't really know if I'm. Because why I'm looking maybe 10 calls a week. So I don't know if I'm doing volume enough at High Ross. And I also don't know if that. So I kind of operate Instagram, put YouTube on Story or something there. Then they go back to my Instagram and then they set a call. So that would stop IROs. Right. If they're going that way as opposed to the link in the description.
Say that one more time.
So right now, very little of my leads, in fact almost none of my leads are coming through my description which has the call in. Most people are people who find a on Instagram watching YouTube videos.
Yeah.
Then come back to my Instagram and.
Come through an Instagram store and you book them in. Oh, I see. Yeah, that's tricky. Ah, no, hold on a minute. Could you. No, you can't cookie them that way. No.
That'S. That's tricky that they go back to because you can't cookie them coming into Instagram, but you can tag them going out of Instagram. So. Yeah, for you. Hi, Ross. I don't think it's worth it then because you'd lose that. You wouldn't capture the YouTube source. Yeah.
Again, like, it's a strange one. I don't have the answer to it. I ask, I ask people. Almost everyone comes through a story that says that you call link again.
I really.
Story to activate them versus.
One thing that I wanted to mention to all you guys, actually I'm glad that you just reminded me is, uh, this. The thing that can glue this system together sometimes is actually retargeting ads. So if you're not running retargeting, you're leaving definitely some money on the table for sure. And the way that you could do this. I had a client. I can't remember who or what bloody name, but I had a client in like a software niche or something. And he was really struggling to book calls. And I just said to him, listen, write the most direct retargeting ad ever. Run it to your Instagram audience. And it completely blew up his business with that one change. Because he had people in his audience that would buy. They just needed to be asked to book a call. So his ad was like. And it just crushed, man. Absolutely crushed. So are you running any retargeting?
Because I've got good. Know you have 1,000 people, 2,000 people saying a story, and I've got 8,000 followers. So makes no sense on me going to high school.
Yeah, yeah, yeah. Retargeting is so powerful, man. You know, because it just plucks the buyers out of your audience and straight.
To call all VSL calls.
I'll test both. See, see what books you the most calls. See what books you the calls. That close. Yeah.
If you weren't doing calls.
You say technique calls.
Hey.
I don't think so.
So with my no faults.
Oh I forgot you're a barley boy. Barley bro.
And my sales process is probably getting onto my email list. From my email list I run different offers every week. They bring them deeper into my world selling workshops and stuff like that and then closing them. So that's how I can probably get around Salesforce. Cuz they'll come and pay tickets, one of my workshops and then they spend 90 minutes, you know.
Nice.
So I need it on my email list. So what if, if I'm not. Obviously that wouldn't be sending to a VSL that would then book a call.
So if I was to do these.
Retargeting ads, would there be a certain funnel that you would suggest for me? I, I'm quite excited.
You give them, you give them opt.
In and then into PDF the price level.
Dude, why don't you try.
I'm excited by loan ticket at the moment.
You know what, I'm going to give you a couple things because I haven't actually mentioned this yet.
One thing I tested. Has anyone seen me selling the thousand pound calls on my story? Oh yes. Yeah, so God, that worked so well. That worked. I mean it takes time takes, you know, an hour per call but so many sales came from that. And I actually didn't really do it for that intention. I just wanted to see how well it would work as an offer.
Can you explain that?
Yeah, yeah, for sure. So one of my friends posted on his story one day and he wrote some copy. It was like I'm so sick and tired of all the gurus teaching people have never really done what they say that they have or at least not at a very high level, blah blah blah. To combat this, I'm just going to do 10 calls at $1,000 each for 10 of you. The first 10 that book and I'll just go through your business, I'll give you a deep dive and give you as much value as I can in 60 minutes. And I saw that and I was like that's quite a cool idea. And I like these just offers and just figuring out what offers work and what don't. So I screenshot his story, post it on my story, right? And booked 37 calls and I made £37,000 in a day. And then so number one, I thought wow, that converted really well. 37 grand in a day, right. Number two, the calls were very, very fun, really fun, really easy. And number three, not a lot of them. But maybe four, five, six of them became clients for the main programs. And it was like a paid sales call. You should test that. You should try that. So really it's a paid sales, it's like a value sales call. And also the leads are so good because they've paid you to be there.
I have made a lot of sales through paid consult like consulting hours and then they come in and they sell.
I sell at the back of it.
So yeah, you would just do straight one ad retargeting to people on my Instagram and email list.
And just say like one hour. Conscientious based money.
Yeah, yeah, I would. Yeah, I would, I would test, test the price points. Test.
Maybe $500.
That, that was going to be quite well in my level of thinking at the moment.
Hey, is that, is that. I think that's a limit in relief right there. I think that's a limit in relief. Yeah, yeah, but just price test. Try 250 for 45 minutes. Try 495 for 40, 45 minutes. Try 995. You might be surprised. You might be surprised. I, I just love testing this because you never know.
That would be really interesting actually. And when you were running those, were you just literally just, well, how are you running in terms of, on the actual call?
What were you thinking about?
Were you thinking about selling them or.
Is it just not at all?
No, no, I didn't, I didn't mention the programs. I didn't try and upsell them. I didn't sell at all. I just got on the call and I was like, right, we've got 45 minutes, what do you want to talk about? And then they just tell me shit. And then I just tell them shit. Yeah. Basically, given how well it worked, could.
You do it again? Or you cap it at 45 minutes?
1,000. Yes. I tested £2,000 for an hour. Didn't really work as well. I did four calls instead of. I mean usually I do anywhere from 20 odd to 30 odd at the £1,000. So £1,000 seems to work the best.
Is there a reason why 45 is 60? Like is it a better sell?
Just to save my time. Really?
Yeah, I missed out on the 1000 old one. So will posted it and I was like, I was like one or two days late reaching out and then the call is 3000. So three. And then it was like one.
Man. We always mess around know. We, we, we always have fun with it.
But I think, I think the exclusivity because you sell property.
He's he's doing your job for you right now.
As you're selling proximity.
Yeah.
You've got that urgency. Like, hey, I'm only doing it for like 10 or 20 slots.
Yeah, that offer really works well. And that's true as well because it's time. It's human frigging time. You can't cheat it. And it's always very busy as well. Like I'll be doing depending on the day, I'll be doing say six a day for a few days, you know. But thank. I wouldn't do them if I didn't enjoy them because it would just burn me out and kill me. But thankfully I really enjoy them. You know, it's just really fun.
How do you think about offer fatigue? Like running different offers, people then getting exhausted, like one the same offer and then second when you're promoting a different.
Offer, it's just all about the tam, isn't it? The total addressable market, really. So I would just say I had a trading company come to me recently. They didn't come on board as a client. We just had like a one off little chat. Well, they were saying to me.
They think they've exhausted their market because their offer is if you have a trading education community will help you to grow it. But there's only so many trading education communities. I think they said it's around 10,000 people and they've smashed it now. So their lead cost is just going up and over every month. Cost per acquisition, up and over every month. And I said to them, you've got to pivot. You've rinsed the market, you know. But they're in a very small niche. I mean, business coaching's massive, you know, what you do is pretty large.
So we pivoted from podcasters to switch it to business owners using a podcast. So instead of having podcasters increase the revenue, it's helping business owners increase their revenue with a podcast.
Good angle.
So that we went from 30, 000 people to literally 30 million, like overnight.
Good angle.
That was the whole logic.
I'm just conscientious of like, you know, last week we're on a workshop, next week we're running a master point funnel. Be after that one, we'll be running another funnel. I'm just conscious of the ask being.
Too much.
Too organic.
You know.
I think you should make offers to your organic. I do.
I'm just wondering when, when's there a point where it's too much? Like literally every single day there's an offer too.
That's a bit too much a CTA to something.
Do you get me?
That's a bit too much, I think. Yeah.
At the end of, like, a post on LinkedIn, we'll drive them into, like, a YouTube video or driving like, something or it isn't come out with a P.S.
If it's a soft call to action, that's fine. Yeah. Nothing wrong with that. Yeah, I think so. I would. I wouldn't worry about that. No. But it's good that you've expanded your audience. Yeah.
Let me sleep easy at night.
It's a really good offer as well.
Because the problem was that every time we shot a bullet or cold outreach or whatever, I was just like, the audience was getting smaller and smaller and smaller and then they cast forward.
Yeah.
But then now we have so much people that we can just nail that. It's just like, do you want a podcast for a YouTube channel?
I love it, man. Love it. What else do we have on the list? Scaling, knowing the bottleneck. What do you guys want to talk about next?
Can I ask the last question about the cpa?
LTV.
That same as cactus?
Yes, it is. Yes. So cost per acquisition, customer acquisition cost, same thing.
You include the software in there and sales commission?
I actually don't usually. It's. I mean. Well, number one, if you're using organic, there is no customer acquisition cost. But when you're running ads. Yeah, I just look at what is it costing me to get a sale in ad spend and how wide is the. The gap between that and cash collected, and the wider, the better.
What ratio do you.
Well, I. As possible, really, but the minimum that I'd accept is 2x.
So I would scale until at 2x and then I would start doing what Jamie was saying earlier. I'd start rotating, add angles, playing with the targeting to try and get that ROI nice and wide again. Then I'd spend more again. And solve the problem. Spend more, solve the problem. All the way up, basically. Yeah.
Well, would you. Would you rebrand in case you kind of your channel has, like, mixed content and still, like, podcasts with, like, a bunch of different audiences? Would you. Would you, like, create a new channel about, like, business coaching or. Hey, here's my journey in this, how, like, I've been able to travel, like, world line, all this kind of stuff, because actually I want to go into the direction that you're in, basically, which is industry leaders, coaches, consultants, they all have the same problems. They need basically more tools. And there's a few ways you can achieve that. You can do organic content, which is something I'll be talking about like YouTube channel. Like hey, you know, on a smaller scale. The paid ads side of things as well, which we already have sort of. So there's like two paths way one is the paid, but if you want to do the organic, it's kind of like more of a you do it yourself and we're just doing consulting.
Would you scrap the channel and then like do various specific around like this.
Particular audience or again, it depends whether you want to build a personal brand or whether you just want to book sales calls and make money. If you want to book sales calls and make money, start a new channel. If you want to build a personal brand, have it all in one channel. So that. Because then you're putting all the people in the one and then you get the more views, the more subscribers, that kind of thing. It's more of a brand play.
Yeah, I mean the same word as you. Like the mixed content and really figuring out where. What if half of my audience doesn't like one of the topics I'm talking about and half likes another and it's like how do I build that personal brand?
Could you make them like it.
In some way? Because he was telling me earlier about some of it is like psychedelics, some of it is manifestation. Yeah. So maybe. So the manifestation people say, listen, you should try psychedelics. And to the psychedelics people, since you listen after that trip you're going to need meditation.
Yeah, I guess so.
So that's fine. Once it's the same theme, then you.
Can go with different areas.
The reason I'm saying is because I have like an alcohol video pony and it's like I've given up alcohol whatever.
For X and it wants.
But then it's still trying to play.
Theme of one and do.
And then this might have the same theme as well. So thematic.
But then what if like a year from now I have another topic that.
I want to about talk.
It's like, is it just too much for one audience to.
You mean like a totally different topic?
Totally different thing. That's something else I get really.
Well, you've got to ask yourself, is it shiny object syndrome? You know, is. Is one thing to just be aware of. It may not be. You know, it may not be. And I. I've done a lot of different things. I was into skateboarding, then graffiti, then music, then business. Well, trading, then business. So I've done loads of different stuff in wildly, completely different niches. The underlying thing was always product and entrepreneurship really. And Selling things. But you think of your YouTube, you're.
Always thinking from the frame of mind, entrepreneurship itself.
Always. Always. Yeah, because this is. And also the longer you do something, it compounds. So the longer you keep making a great YouTube, the bigger and better. The better word of mouth, the more sharing, the more traction, more fame, the more clients. Same with the same offer in the same niche. And when you change, if you're not careful, it can not destroy your reputation, but kind of hurt it a bit when you really jump because then you alienate all the old people, you know. So you've got to be a bit careful with it or else it can make you look like you are not certain and you're not all. In my video that's coming out today, it's like a two, it's like one and a half minute video. It's a video of me where I say like something like last month I made 47 sales. No, I can't remember. And something about I show my stripe in it and I say I made barely any sales. A small amount of number of sales. But then I show stripe with the 580,000, but I blur it out until the end and I'm like, my cheapest offer is this. Most expensive offer is this. This is how much money it made me. And it's just designed to get views really. But the thumbnail is a screenshot of me pointing to stripe. So who's that going to appeal to? People that know what stripe is. Who knows what stripe is? Entrepreneurs. So anyone interested in making money online.
It'S going to appeal to them. And those are the people that I help, you know. So I don't think about gender or age. I just think about what creative ways can I reach my target people and bring them into my channel, if that makes sense. So the frame is always getting the right people to the channel who would be able to convert at some stage and obviously who would take value from it.
I have a question where you're one on one coaching, that's 10k a month. How frequent are the calls that you're doing with the clients?
Anytime.
Anytime.
Yeah, so they get my, my real WhatsApp number and they get my calendar wide open just booking as many calls as they like.
And typically, how does it work for.
Some people? There's outliers on both sides. So I've got a couple of guys that actually don't use the calls. They just WhatsApp me and loom me. I know it sounds crazy, but there you go. Then I've got really Annoying clients that book like 12 calls a week, even though they don't fucking need them.
Do you mind that?
Or do you call them out and say, look, don't come back to me until you do the homework? Last call.
Well, on my private calendar, I've added two questions. Now I remember one of them is like, you know, please only book this call if you're sure that you need a full session and you have things to cover and go deep on. And then another question that is the same question, but reworded in a different way, where it's. Where it says like, you know, I want to respect your time. And in the interest of your time and energy, it may be simpler and easier and faster to just send me a WhatsApp or a loom, but if you are sure you need the session, go ahead and book in. So. So if they need a call, they can have a call anytime they fucking. Like. I was chilling out yesterday And a client WhatsApp me is like, well, I need a call. I came in and got on a call, you know, because it is truly any time, and they pay me a high price. So I show them the same respect back, you know.
So. But yeah, for the annoying guys, I just try and put them off. And it generally works quite well. And then I get that. I think on average, people book about three calls a month. Yeah.
How long would this day for?
So of all the programs, the average is 2.7 months. They get my WhatsApp, which is very valuable. They get anytime calls. They get the training program as well, which is like everything that I've ever learned in that training. Everything soped. And it's just crazy. And they get all the group calls as well. So it's pretty good for the right person who needs their help. It's good.
They don't get the mastermind.
They don't get the mastermind. No, it's just that.
Not like that.
No, no, go.
Slightly personalized question, but I started.
I just went.
Gave my whole access. Gave access to everything for me for 5k for 6 months.
Oh, I'm glad I'm not you.
But again, like, for beginners, that's for people. That feels like a lot of money.
Yeah.
So now I'm like, how do I split that? Because a lot of people don't want to jump on calls.
Listen, I know how you feel. I give Lauren all my time for free. For free. It actually cost me money. It cost me money.
My humor is fucked, isn't it? Carry on.
I'm just wondering how Do I, when, how do I split those two? Because a lot I've got four hours of coaching calls a week in my community. People don't, I don't jump on calls, people. But they have my water stuff.
Yeah.
Procimity.
And it's kind of like speed.
And also there's an element of like if there's a cost per acquisition that can change things as well. But generally it's good to adjust your offers based on proximity and speed. So you might want to start rethinking things now and having a higher touch one to one and a lower touch group and maybe think about changing your pricing to monthly to quarterly or to six months with a fee on the end and make it work for you as well. Don't feel constrained. You can test things, you can test things to make it work for you and your clients, you know.
So effectively they're like, if they're getting proximity and speed, then price needs to go up big time. Because I mean I'm affecting my scale big time header by giving 20 people access to my website.
Exactly. And you're costing yourself money as well. So I always, I have this like pricing paradigm where I think like what's the 12 month value of some. In fact I'm going to ask you this, let's do this together. If someone works with you and they do all the work and all the stars align, how much money will they make in 12 months time? 12 months later, right. Turns out, yeah, like roughly like on.
Average, let's say 15k.
15K right? Yeah, yeah, minimum 15k. And how much money do you need to like sustain the business and operations and stuff? Is there a minimum?
I'm paying the cable to assess.
Right, Great. So there's no kind of base costs that need to be met, which is helpful. That gives us kind of free rein. Well it just call it zero for now. So the way I like to price is 10 to 15% of the 12 month value. Right. So if you can make someone 15, it's fair to charge them 1, 2, 3, 4K. Because I mean, you know, if there was an investment I could give someone four and they gave me 15, I would. That's a phenomenal investment. So I just think of this stuff as like ROI for the customers really. So if on average you're making people 15, you could charge five, charge four. Yeah.
And that's for the maximum proximity speed.
Well so I would say so what is the minimum they need from you to get there? So for example, you might say to me, well dude, I Could just do one group call a week and give them a good program.
Yeah. So in our case it's 5k for that.
And then I have a more expensive like 10k1 where you're. Where you can jump.
Yeah. And then if through your 10K1 you could get them there either faster or you can get them more, it's justified. The ROI is again justified. So I'm just thinking of it through like the value equation and the customer's eyes. And then if you can just show them that you can truly get in that outcome, they're going to give you money funnel. Oh, I just post it on my story and let people buy tickets. Yeah, we don't have. Well, we do. We have a funnel. Well, we don't run ads to it. We don't really email out about it. Actually it's just sold through my Instagram story and word of mouth as well. Sell a lot of word of mouth.
Guests or no guests.
Oh, whoa, whoa. Sorry. Go on, go on. Nude.
I was just saying is it better than a guest or no guests? I know you've sadly Subi.
And we would sell just as many tickets without a guest. The guest is more for me. I just like to get these really big people in that I want to meet and you know, ask questions to and stuff. And I know it's someone the group is going to benefit from.
Okay, so you wrote the put on your story. Is there anything you do kind of psychology wise, kind of.
I don't know, do you have like a kill list of people that you know is a good fit?
Yeah. So I think about it like this. So when I've just done a mastermind and then it's six months till my next one, I start doing very soft pushes, you know. So the first thing you'll see me post is like how good that mastermind was. I can't wait to do it again. And you can buy a ticket now for the next one on these dates with these guests. And I update the website as well. If you haven't been to the website, it's the Dubai boardroom.com and the website just has the info on it. It's got a little mini VSL thing at the top. It's got the date, it's got the guests and I just do a little soft push and just start slowly telling people. And I do it once, wait a couple weeks, do it again, wait two, three weeks, do it again. And then I start to get a bit more aggressive. Then I'm like, right, we've sold 15 of say 50 tickets now, you know, they're not going to last forever. Start to get a bit heavier. And then closer to it, I'll be like, right, we're half sold out now. So if you're going to get a ticket, you kind of need to get one pretty damn fast. Then I start saying, right, you know, we're like two months away, there's like seven tickets left. It is going to sell out. Come on, buy a fucking ticket already. You know, and then I just get harsher and harsher. And you know what's funny? When they sell out, that's when people start asking to buy fucking tickets. So strange. Must be an energy thing. Yeah.
How do you think about setting up.
A free day one?
Is it how we're doing here or have you got other things that you're gonna come further for over three days.
It's a bit different the three day one. It's a bit more regimented. Like we do it at a conference room, which in itself is a bit more, you know, of an environment where you're there to kind of focus and do work as such. And we do day one 10am to 2pm with lunch at about 12. 1. Yeah. And then we have a two hour break and then we do a yacht from 4 to 7. So people go away, go back to the hotels, shower and change. Then we do three hours for the yacht. We stopped doing dinners in the evening now because it's just too harsh and it's just too many people to arrange now. So that's the first day, kind of a half working day in a yacht. Then the Saturday is the first full day where we do 10am so usually about 5, 6pm with a couple of breaks and lunch. And I do half a day and the guest does half a day because I don't like doing the mastermind. When I've eaten a big lunch, it just, I don't enjoy it. It's just not nice. So I stopped doing that. Right. I know I'm weird, but it just tires me out. I just can't be asked. I'm like, they're paying so much money, I just can't be asked. Right. So now I got a guest to do it for me, basically, which works really well. And then on the third day, it's the same thing. I do another half day and then my partner, David Dre, sounds gay. He's not my partner partner. He's like my business partner. All right. He does the other, the other half of the day and he's like famous because of Sam Ovens. He's Sam Oven's head of sales and stuff. And that's it really.
I really like this idea of the Mastermind. The last time I did an event, it really, that was in January. I had my clients there and stuff and they did about 13, 14, 35, no 30 people there.
That's good.
It did really good in terms of the amount of sales I got, the amount of upgrades I got everything through it.
Yeah. So I like the idea of doing.
Like a one day mastermind.
A lot of stuff. Like the setting and just like the nation and stuff.
Yeah. See, these are my favorite the one days. I, I, I love the, especially now at this kind of place. This is the best thing ever, man. Because it's just more friendly and fun. It's not as intense. You don't have three days, you don't have 50 people, you know. So I might even stop doing the big ones if I don't enjoy the next one.
Yeah, I'd love to run one of these out of the month or so.
Because I find as well that the.
Higher, the higher paid, the higher level coaches that sign up for me need a short term thing at the front end.
Usually they don't want another long term.
Thing, but usually that was short. Here they're willing to live in the long drive. Yeah, I know this is a stupid question because we're sitting here now, room one, and I probably know the answer, but do you do any, how do you think about running the ones?
Yeah. So my strategy is get to know who everyone is and what their businesses are and where they're at. And then I usually the first thing I do is I write a problems list and then.
Yeah, well, basically the main thing for me is I try my hardest, I try my hardest to send everybody away with the biggest problem solved, you know. So I'm always thinking about this list. I'm like, have we covered it all? Is there anything we haven't covered? And I try my hardest. And at the big Mastermind, there's so many problems, it takes three days. Yeah.
That is kind of from the Sam Owens approach where it's like no slides, right?
Yeah.
Just come and you solve the biggest problems.
Yeah.
Do you just always do that over the slide approach?
Yeah.
Where you come with content?
I never come with anything planned because.
For our last one, last one, it was three days. I did the content for day one and day two.
It was great.
The guys were like grilled afterwards and like the, the last day was spotlight solving and it was way Better. Like people enjoyed more television.
It's so much better, isn't it? Just to chat and chime in and share ideas and help each other. That's what masterminding is, in my opinion.
And when does that. So do you do that for 50 people?
Oh, right.
I thought you thought it was a critical mass where you can move forward to content.
No, no. But then again a lot of the problems are the same. Like quite honestly, if I took this list and put it in front of them, they'd be like, yeah, that's it, that's everything. So it's usually the same stuff. It's always lead flow. People want to know about YouTube, they want to know about paid ads. People generally, not all, but generally they just don't understand how to think about the problem, you know, so it's more teaching them about the flows and the pillars and stuff to condense their thinking to really know the real problem, you know. And what I like to do is a really soft first frame. So I would email you a list, say, guys, I'm thinking doing a mastermind soon. If you don't know what a mastermind is, it's this. What we would do is do three days, we do this, this, this, this, we would be at this location, we would do this thing, this thing, this thing and you would walk away with outcome. I'm thinking of just doing 10 tickets for roughly 5k per person. So this is very small, very intimate, very private and very high level. And I'll probably not do this again for insert very long time to create urgency and scarcity. Right. And then I would also add now, just FYI, this email list has 7,431 people on it and I'm doing 10 spots. If you would be interested in buying a ticket, very direct language, reply with I am in and I'll send you the ticket link as a priority when it's available. But please only reply if you're serious because I don't want you to take spots away from other people that would want to buy. You can tell I've been doing this for years, can't you?
And that's it. And then send the email and you're going to get loads of fucking replies, right? And.
Then you've got a big bucket of leads and if you get enough replies, you know you can do a mastermind successfully. If you get 150 replies, you know you're selling, sell 10 tickets, you can do 20, 30, 40. And also the first time you do it will always get you the most Replies. So make sure you do it right the fucking first time. Because when they've had it once, it's never the same ever again. You only get one first chance to hit your list with an offer like this.
But there is an element of nurture, though, for sure. I mean, we do three a week. We do Sunday, YouTube video email, Wednesday testimonial email. Friday, like a valuable tip or a story or something. Yeah. So Sunday, it's the email with the YouTube video and what the video is about. Wednesday, it's a testimonial. So we say meet my client name, where they were before they joined us. We describe where they are now, why they decided to work with us. Link to the video testimonial. P.S. book a call if you want the same outcome. Friday, like a value post of some kind of story, a tip, a tactic, a strategy, an idea with a PS book, a call. And the Sunday YouTube has a PS Booker call as well. So we're always pushing back to the sales call. Yeah, yeah. Where you could do standard ticket. Let's say it was three days standard ticket, you don't get any dinners.
Yeah.
If you're going to do a yacht, you don't get the yacht and you just get some more special shit, you know? Right. Or you could do a VIP ticket where it's like on the final night, we're going to have a special VIP only dinner on me, drinks and cigars late into the night, ask me anything and then you can do both.
And that's a good way to capture everyone. And again, this is why I've got all these offers, because I want to capture as much of the market as possible. I want anyone to be able to buy something from me. Whether you're brand new and you don't even know who I am getting the book, whether you're right at the end, you can sell your business. I'll help you do it. Or anywhere in the middle. Right, well, guys, let's wrap up the video here. I really hope that you've enjoyed the insight into the mastermind here in Bali today. If you want info on any other masterminds I run, I'll put a link in the description. You can click it if you like and otherwise I'll see you back here soon.
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