$30M CEO Explains - How To Effortlessly Sell Your Products Online

I don't give a F. I really don't. But I honestly do not give a F. I really, really, really do not care about, about that money. A lot of people, it's funny what people think about, like, when they start, they just want to make money, but as you make money, eventually you realize it's really the profit that matters the most, as stupid as this sounds. And it took me, it took me six years to realize the importance of profit. And I just slowly made things more hard, more complex, and less profitable over time. The stupidest ever. My God, man, we've had so many sales calls. Just sat there waiting. So these little methods to unlock it is kind of what you need.

Not just the things that he does, but the person he is is truly impressive. So let's give Wolf some love. Three, two, one.

Dan, thank you so much for having me, man. It's such a pleasure. Bali was amazing. This is equally as amazing and it's nice to be able to share some value with you guys. I want to talk to you about product ecosystem. We were talking about this a tiny bit last night, weren't we, when we had dinner. So I'm to really quickly share my, my, my story. I'll keep this super brief. So I used to own a trading education company. That was the first ever company that I started in the online course coaching world. I grew it to 16.4 million over six years. I wrote our first few years here. So year one, we did 24k, then we did 260, then we did 1.3, then we did 2.9, and then it just got wilder from there. And over that 6ish years, I learned so much, you know, from the good, the bad, the organic, the ads, the team. And by the end of that business, I was very stressed, very lost, didn't enjoy my life, didn't want to do the work. And again, I learned a lot from making a lot of mistakes basically in that business. And it taught me the kind of business that I didn't want. And it was a business that didn't really work for me anymore. And then in the end, I thought to myself, right, I'm either going to try and sell, Listen, if I can sell it, great. If I can't, I'll just turn it off, put it in the bin and go and do my next thing. Because by the end of the company, I'd achieved all my dreams, you know, so I wanted to be a millionaire. I'd made millions in cash. I wanted to buy loads of real estate. I bought loads of real estate with cash and I could have retired and stopped working at that stage. And I remember I was sat downstairs in the cafe in my building one day and similar to what you said earlier, Dan, I was writing in my journal and I was very lost, very stressed, very just, I've got money, but I just feel, what the fuck am I doing with my life? And I wrote a question. If I had 100 million in cash and I never had to work again, what would I do with my days every day? And I wrote down talk about business. Because my number one favorite thing to do is just to talk about business with friends. You know, do my mastermind and just solve business problems. And I just love it. I think it's very fascinating and very fun. And I was like, well, I'm not doing that at all. That's what I should be doing. So luckily I was able to sell the company. I'm one of the only people in the world that's ever sold an online course business to private equity for multi seven figures. And then in January, I was all in on talking about business, business consulting. So when I sold the company, I started this YouTube channel. And this is, I think this was like my fifth ever video 6 video. And basically you can see I've shared our actual real numbers. This is something no one ever fucking shares. I've never seen anyone share the actual real proper numbers. So I wanted to share this and be open and transparent. This shows January. In December we did about 70k. And that was my plan. My whole plan was no ads, no team. I'll make a few YouTube videos, get a few clients, make 40, 50, 60k a month and chill on my own and just enjoy my life. I uploaded that video, the YouTube went absolutely wild and blew up. And then in January, we went from 70 in December to 364 in January because of that one video. And I mean, you can see this is the visitors to my VSL page. Three and a half thousand visitors, 297 sales calls, 364 cash, collected 428k YouTube views from the month, blah, blah, blah, basically. And then when the YouTube blew up, I was forced to hire two closers because my calendar, I actually had my calendar set like 30 days out, 12 hours a day because I was booking like one or two calls a week, like no volume at all. That video came out 48 hours. It was full, every single slot for the day for about nine days out within 48 hours. Crazy. So immediately I called Sam Oven's head of sales. I was like, what do I do? And he was like, right, I've got. You should do this, hire two reps, blah, blah, blah. And yeah, then we just went wild, basically and this new business just blew up, basically. So that's kind of the background of the old company and how this new one started. I didn't intend for it to get this big, this fast. And really it's because of this, because like I was saying yesterday when I sold the last company, I didn't really.

I didn't really care, you know, I mean, I didn't do YouTube to get clients as such. I did it because I really love making videos and I've always loved making videos since I was very young. So, yeah, I just kind of relinquished control basically and just thought, right, I'm just going to have fun and see what happens. And it's so funny when I took that attitude, man, immediately things just got so easy. It was so fun. And it, and it, and it blew up really fast as well. So I'm sure there's, there's a bit of luck in there. There's always, there's always luck. But.

When you started, did you start.

Using YouTube, German acquisition source, like other.

Ways of generating leads or YouTube channel? That's it. Not nothing else, no ads, no team? No. I had an Instagram, but it was just. There's nothing. It wasn't. I wasn't even using it, right. And when I started making videos, I also, I looked at what everybody else was doing and I tried to do the exact opposite, right? So everybody was editing their videos. So I was like, right, I'm not going to edit them. Everybody was doing fancy thumbnails. I was like, I'm not going to have a thumbnail. Everybody was doing very contrived titles. I was, I'm just going to write it like a text message exactly how I want to say it, basically. And I think that gave me a bit of an edge because back then no one was doing that. Like everybody was doing what everybody was doing, basically. And when I uploaded, well, both of those videos, the how I'd make 10k a month, step by step, how I made 16.4 mil. I mean, you can see in the, in the. Step by step one, I'm just having a coffee and chatting to the camera, basically. There's. I don't plan the videos. I just think of a title, press record, talk, stop, upload. It's so fun, so easy. And that allowed me to not overthink things as well, because when you overthink things, it's hard. And when you don't overthink, it's easy and fun. And this was what I wanted to do. I just wanted to have fun. I just wanted to chill, make a bit of money, get a few clients and have fun. Now back then I only had one offer and it was this. 9,000amonth, US one to one anytime calls, WhatsApp and the training program that I'd slowly been building over the last 12 months or so. When the YouTube blew up, we got a lot of people on calls that either couldn't afford the nine or weren't right for the nine. So that's when we made the four the group program. And then one day we got a guy on a call and he said, look, I do not care what it costs, please just do it all for me. We actually charged him $60,000, which he paid in full that day. We later changed the program to 15amonth. And this is all cancel anytime. All right, so that's kind of my story and a bit about the strategy. Now this is one of the reasons why I think we do so well and make quite good money is the ecosystem. Because I know that this might look a bit overwhelming. And again, we did this kind of thing by thing, one at a time as we realized what people wanted. But I've got a book at the bottom, a software that customers use, a one day workshop, a three day mastermind, the group one to one and done for you programs. And also one thing we sold for the first time last month was the exit your business offer for 85k which you can only pay in full. And it's very powerful to have an ecosystem like that. If you want to do it, some people don't want to do it. If you don't want to do it, fine, don't do it. Right? But for me, I love all that stuff, you know, and it just fits me. I like to. I just love every one of those things. So I think if you can do that, it helps basically maximizes sales, maximizes the amount of people that you can help in the different ways that you can help them. And yeah, if you enjoy it, you should really consider thinking a bit more about the, the ecosystem.

So final thing to cover before I shut up, right. Is the trajectory and the profit. Now, like Dan said earlier, a lot of people, it's funny what people think about, like when they start, they just want to make money. But as you make money, eventually you realize it's really the profit that matters the most. As stupid as this sounds. And it took Me, it took me six years to realize the importance of profit. And I just slowly made things more hard, more complex, and less profitable over time. The stupidest ever. But then I learned my lesson and now we focus on profit. And the team has grown. The margin's gone down a bit recently, but the margin at the moment is about 86%, you know, depending on the month. So, you know, I'm personally making about 350amonth. Ish. This month. So you can see September, we did 424 cash collected. Last month we did 397. It's actually 398, not 397. This month we'll cr. We'll get to about. I think we're about 440 right now. With a few days left, we'll get to about 470 this month. Fingers crossed, anyway, a bit closer to half a mil. So that's where we are. That's the trajectory again. The focus is. Is absolutely profit. And that's my story, ladies and gentlemen. Okay, so let me hand things back to you guys. I just want to help you. So.

So I might be missing one of the stats, but one of the things that's really interesting to me is the earned per call.

Yeah, I'm really curious to know what has contributed to that. And then also on the flip side of use per call, how you've somehow been getting more and more and more efficient turning viewers into calls.

Well, obviously you can't see this month's stats yet, but when we do see next month's stats, this has jumped to about eight. Right. Because we hired a setter. Hiring a setter and doing Instagram short form has.

Doubled to just above doubled calls. So this will be double next month. And just to explain this, so this is VSL page unique viewers, obviously sales calls taken. The conversion from VSL viewer to booked call, that is. Okay, so how many people book a call of the viewers cash collected YouTube views, how many views does it take to book a sales call? Obviously the cash per call and average calls booked per day. And the reason that this is important is because YouTube is the main driver of the whole business, basically. So this is like our ad tracking spreadsheet, but for YouTube. But yeah, for the cash per call, one massive change that we made that's really helped us with that was the done for you. So like I said, it used to be 60k and we'd close like one every eight weeks or something like that. When we changed it to 15amonth, dude, we closed like nine in two weeks. So that one small change unlocked so much money and that's actually our best selling program. Is the done for you? And I'll never forget, right, one of my, my buddies, just as I was starting this business, he was like, dude, one to one, you're coaching people one to one. You're never going to scale past like 100k a month or something if coaching people one to one. I was like, maybe, maybe, but it's actually easy. I do, I don't know, probably, probably 12 calls a week. 15 calls a week. Ish. So it's not hard at all for the numbers that we're doing. And again, most importantly, it's very fun as well. I. Because I. Some people hate one to ones. I love one to Ones, man. I fucking love one to ones. I think it's really fun.

So I have another question about YouTube as well, which is, yeah, I've noticed since you started this new trend of just being completely authentic, different, a lot of other creators are starting to catch on and copy and eventually what will happen is it becomes like saturated.

Yeah.

So do you, do you think you'll change again? Try to come up with a new edge?

Yeah, definitely, definitely. There will come a time when this style is saturated and there'll be a new thing. And I love to experiment, you know, so I will, I'll test, I'll test edited videos, I'll test kind of studio style videos.

If I want to. If it, if it's fun though, you know. So if that would not be fun, I won't do it, you know, because I don't really need to do it because I'm not in the place where, you know, I mean, this is another thing I want to talk to you guys about. But now that I've got that rental income goal, right, and the real estate and cash reserves and shit, if this all dies, right, this just somehow doesn't work and I just. The business turns off, then that's kind of okay, you know, because I kind of. I own where I live and my bills are very low. I've got good cash reserves, a lot of rents coming in. So that gives me peace of mind and that allows me to have a bit more fun because I'm like, it doesn't have to work. And that gives you a bit of an edge, like an energy edge because there's people out there for who it does have to work for. And that's not fun. That's not fun. So I think this comes from being a professional trader. But I'm always Thinking about, how can I get an edge? How can I just get something different or just something to give me an edge and as many edges as possible, basically, because that's how you get ahead and stay ahead. So that's one thing that I'm always kind of conscious of. And also the reason I didn't start this business sooner was because I didn't want to just be in a red ocean. So I thought to myself, how many accolades can I stack? So I was like, right, if I sell the business for more than seven figures, that's a massive accolade that no one can compete with. If I, you know, go down the YouTube route and do things very, very different and it works. That's a massive edge. All these little edges. Does that. Does that help?

Yeah, for sure.

Nice, man. Nice. Go for it, dude. Yeah.

I remember yesterday you said something about the mindset videos not looking you the most.

False. Yeah.

I was wondering about what would you kind of categorize as mindset videos.

There's a video right there. I'll just. I'll just show you super quick. So can you see this video? This one? I lied to myself about being rich until it came true. So that video.

Down from the obvious videos that have got hundreds of thousands of views, of course, but down from that, that is one of the videos that's by far booked us the most calls ever down from the viral videos and the most that's closed, most importantly, because it's not just about booking calls, about booking calls that actually close. Right. That was when we learned it. When we saw the stats from that video, we were like, wow, you know, there's something about this mindset stuff. There was another one that I did that did similar. I can't remember which, but yeah, we just learned that through hyrules tracking, basically, and looking at the stats, you know, for the. For the month and per video as well. So. Yeah, but really interesting. Did that. Did that answer the question?

Yeah, there was a guy that we used to work with and we. We would also script YouTube videos with him, but he was always very against.

Mindset because he was like, no, what.

People want is a strategy.

They want. They want to cheat talk.

And then whenever we would bring up something like, interesting about mindset, where you run your business, it was always, like.

Very resistant against it. Well, you've. You've got to test things. You know, one thing that I'm big on is just test everything. You know, if I was starting a YouTube channel now today from scratch, I would make 10 to 15 of these, you know, unedited, no thumbnail text message style. I would make 10 to 15 in a studio, highly edited, perfect camera and audio, full production value, Iman style, right? Then I would do 10 to 15. You know, I would just do sample sizes. And again, this comes from being a trader thinking in sample sizes. But I would just batch all the different types until I got an outlier. When I got an outlier, I would just stay on that, that format and ride that wave because you've got to. You've got to slowly give the market little bits and bobs until they buy it. Very similar to running paid ads. When you run paid ads, you write a batch, different hooks, different bodies, different targeting until something works. And then you learn from that. And you're like, right, what did we do that work? Let's do that again. And you slowly start going in the right direction over time. Same with, same with YouTube, same with offers, same with pricing. Sames with ads. Sames, same, same with ads. That kind of thing, you know, so super interesting.

I can kind of see what Dan said. Like, you come to the same idea of the fun but in different ways. Whereas, like, for you, it's more about like having cash reserves, having some kind of like, yeah, backbone. For Dan, and it was kind of his experience with the whole. I think I can speak to this for CP's talking a bit. There's a huge difference between needing to work Sydney Osborne and wanting to work Sydney NSW. It's the idea of margin. So, like, profit can be looked at through two ways of life. It's about the art that we take on. But I think about it in terms of how little I have to work to pay the things that I need to pay. So when I filmed everyone got my VA before I knew any of it was going to work. It felt like the best decision in my life because I was like, I only need to keep me and her alive. And so allowing yourself a lot of margin to then engage in the work that you want to do and work with the people that you want to do, I think is the key. If you create a business where there are a lot of requirements like I have to do stuff I don't want to do because I've got bills that I have to pay or I have to do.

All of these calls even though I don't want to do them because that's what the business model requires. That's what I realized when Will and I were jamming is I was like, oh, we're both, we're Both doing exactly what we want to be doing. Right. And so few people are doing it.

Right.

Would you agree with, like, majority when you talk to very few? Doesn't matter if they're rich. Doesn't matter.

Yeah.

Very few people like waking up and going, I love my business, I love my life, dude.

Absolutely. A lot of people, most people are actually financially illiterate. Right. And I've got a few friends. One guy comes to mind, obviously I won't name names, but he's been making, say 700k for a few years and he re. Sorry, Per month. Per month? Per month. Maybe 250 profit. 200. 250 profit. And he recently admitted to me that he's not broke, but far from as rich as you would believe. Fucking far from as rich as you would believe. You know, he was like, at one stage, he had four supercars, four homes around the world rented at the same time, was flying first. Bought the most expensive clothes, had 12 watches. Fucking idiot. Fucking idiot, you know, But. And he's learned his lesson just recently because we had a coffee and he was like, in a not a bad way, but in a very regretful way. And I've been lucky to avoid that. I don't know how I've avoided that, but I've been lucky to avoid that. Don't look at my watch.

Talk to us about the financial literacy piece.

Yeah, for sure. Well, one thing, I've always had a healthy fear, right? And I think this comes from my dad. Because when my parents were not rich at all, by any means, and my dad was always like, oh, be careful, man. When I was a musician, he was like, if you break your leg, you can't do your shows, you're going to be broke. Or be careful of your business because it might all stop working tomorrow. Like, oh, you know. And he was always planting the seeds of doubt in my head and I'm very glad that he did because all along the way I've just bought real estate with cash. From the minute I started making money, when I had my first, say, 150k in cash, I would buy a house for 70k, quickly, get it over there, save it with cash, and then buy another house, another house, another apartment, blah, blah, blah, out of fear, really, just to cover my ass. And then obviously it was also to build wealth for the long term, but it was really out of fear, essentially. And it was to create freedom and control because I'll just keep it real with you guys. So right now I've got real estate properties. The rent is Just above a month profit because it's all bought with cash. And that to me is fear, is freedom and control, but it's rooted in fear. So it's rooted in fear. But a healthy fear is very beneficial because it creates wealth.

So all my actions have always been rooted in this may stop working. So save the cash and invest it basically and stay away from debt.

But financial literacy to me is just an awareness. It's just capital management really. Because.

Sam Oven's head of sales who I run my mastermind with, spoke at my mastermind a few weeks ago. The first thing he said was you're all cowboys, right? He was all like this industry is just fucking cowboys. It's so easy to start and grow these businesses, so easy to print cash with these businesses. And that's quite true. It's not that hard to make 10, 20, 30, 40, 50k a month. Right. With these businesses, which is why we do them. These are cash flow businesses, right. And he said but a lot of you will waste and lose the money. And that's quite true. That's quite true. So just be aware, right? Like just build wealth, just like look after the capital, invest it well, stay away from debt, have a little healthy fear, you know, is in my opinion is very beneficial. Yeah.

How would you practically think about this? Imagine someone's paying taxes so they're going to have more of that thoughtfulness behind once the business is convert their personal.

So if you, if you just assume right now most of the room has some $100,000 cash.

Yeah.

Right. How would you be thinking about it in terms of building margin? Would you basically, you know, if you speak for words, would you go on like a complete frugality like the next year I'm spending no money until I get 100k cash.

Yeah.

When you started thinking about the business.

Yeah, yeah. Well, I mean I'll tell you what, what I did because this is what I would do again. So when I started I lived like a, like a pauper dude. When I was making 200k a month, I lived in a 1.5k a month studio apartment, right. And I was just like, I will not waste money, in my opinion, waste money. Until I had got at least half a million cash, right. And some cash flowing properties, right. Your first priority, keep your expenses as physically low as you can.

And invest all your money in a cash flowing asset. Whether it's real estate bought with cash, whether it's an equities portfolio or whatever, just get the money in a safe place where it's Going to stay and grow. And basically, so my first ever goal was 10,000amonth rent. That was my first ever goal. Took me few years to get to that actually, but that was my I'm okay now number. If it all dies, I've got a few hundred in cash, I've got 10k a month to live off, which is enough to be fine. Not baller, but fine. You know, that was my first number. When I hit that number, I immediately made it, basically, what do you need where you'd be fine if your business died? That's like the first question to answer right now. We're lucky because we're all, I mean, the fact that we're here at a mastermind, we are careful and we're smart, we're learning, we want to build and grow and, you know, so we're all pretty solid in this room by nature of being here.

So, you know, you should be smart enough to understand that whilst businesses will probably be fine and will make good money for a very long time, just, just be careful, you know, don't waste it. And we don't get pensions as entrepreneurs, so we've got to build our own pension and that should be mission number one. Mission number one is sort your pension out, sort your ass out, right? And if you've got a wife, kids, a big family to take care of, anything that nature, it's even more important because you've got other people's lives in your hands. So for me, that asset is real estate because it's tangible, it's real, it is what it is. And you can make money twice from real estate. It goes up in value and you can rent it out as well, which is a great thing. So for me, it's real estate and an equities portfolio as well. But just get yourself secure. And the great thing about this is when you are secure, right, then you, when you don't need money anymore, that's when you'll make the most money that you've ever made, right? So actually doing this will help you make a lot more because then it reduces your stress. You're not panicking, you don't have to make money, so you're not forcing it, you know, and it's a, it's, it's a good energy, basically. And I finally got there when I exited my business last year and yeah, yeah, it's, it's a great thing, man. It's a great feeling, I think, like.

That, like having, having a decent amount of cash to make is a really hard feeling.

Oh, yeah. Oh, yeah.

When I got a hundred thousand dollars in the account for the first time and I didn't get to spend it, like, it was just there. It was like the new zero. You walk into every interaction differently. Like, especially if your expenses are like less than ten grand a month.

Go up.

I'm good for a year.

Oh, yeah. Like, oh, yeah.

I think, like, whatever that might be for any of you, because I know that might be beyond where you are lower. Just creating a number in your account that is the goal for the next six to 12 months, and then that becomes your new baseline. Treat it as zero. It's not great. I now have $100,000 to spend. It's $100,000 is zero.

Yeah.

And that's not my buffer, and that's not my emergency fund. When you create that, it is a game changer.

Yeah, it's for me. As cash reserves go up, I get calmer and calmer and calmer and calmer and more and more and more relaxed, you know? And it gets to a point where I'm too relaxed, you know, like, there's a few months ago, before I just bought. Because I just bought an apartment for $1.9 million cash. And there was a point where I had, like, a lot, way too much cash. I was actually scared. I was saying to my girlfriend, number one, I'm too calm, because I just. It's enough for life. It's enough for fucking life, man. And I was like, I'm too relaxed. But also I'm scared because I've got. In this bank, in this bank, in this bank, in this bank. I was like, if one of those banks goes, I'm going to lose all the money, so I've got to get it out now, quick, which is fucking great thing to be able to do. And then it's more wealth. So you start to spin a really great flywheel and you just get more free, more calm, more secure. You can make better choices because you're making them from abundance, not scarcity. And it's just the best thing ever. But, yeah, cash, you should have. I mean, we've all got our number, right? For me, my number is a mill pound. Below that, I'm a bit. Oh, something's wrong. Above that, I'm calm. 2 million. I'm very calm. 3 million. I'm too calm. 4 million. I actually start to get scared again. And then I've got too much in the bank. So it's a weird game.

When he had anything less than 20 million, he felt raw. He had to Go work hard. It's funny when you're risky. It's like, we have this as urgent entrepreneurs.

I know, it's so funny. It's different for everybody, you know, like, what would your, like, safety number be? Like passive income safety number be, do you think, for you? Yeah. What would your number be?

So what I'd need at once to be able to live only.

Yeah. So if you. Let's say, right, you can never do business again or get a job. Right. And you've got to live off some money forever for the rest of your life. Right. Let's say you lose both your legs and your brain, right. And you can't do business or work. Maybe, maybe not the legs, but. But you can't. You've got to live off some money. What's the minimum number that would be for you? For me it was £10,000 British pounds. Okay. Yeah.

I think it would be like 8,000 or something.

Yeah. Yeah, Cool. What about yourself, man?

I think.

15, 50. 50, 50. What about yourself, Chrissy?

Yeah, probably about 15, 15.

What about yourself, Dan?

Bits are on premises.

You can travel as well. You can do anything and everything, but you can't work. You can't work a job and you can't have a business.

What's cool is that I think our fixed needs are so wrong.

Yeah.

Like, we don't have exclusive tastes of weed. A couple of grand a month.

It's.

Travel is the variable.

So that.

So what's really great about that is we can just stop coming up.

Yeah.

So it's not like, oh, I need to keep this business going once I want to fly first class to ring.

Yeah.

So, yeah, somewhere in the 10 to 20 range.

Yeah, it's usually in the 10 to 20. So mission number one, get that number in passive, right? From either an equities portfolio, Vanguard Fund, real estate bought with cash. Get that. That's your first fucking mission. Don't above cars, above watches, above massages. All right? Don't pay extra for those.

We were talking about that last night. I'm not just judging him at random. I'm not just saying, you know, but just get that number first and then when you get that number, well, technically you're free. That's financial freedom right there, you know, and you've got that capital stored in the asset as well. Mission number two is good cash reserves, which whatever that is for you. To most People it's about 100 to 500k. Cash is good and safe and solid and you can still maneuver. Buys you a lot of Time, and then you're set, you know, and then you can do business with absolute abundance because you don't need it. And when you don't need it, right? I. Last night, someone was basically one of my reps whatsapped me just as I was going to bed, and he was like, oh, I've got a done for you on the line, buddy. Saying, why have I sent him a stripe link instead of why don't we have a website with a logo and shit where they pay from? And he was like, can I put him in a group? I was like, just fucking put him in a group. And I whatsapped him. And I very politely and respectfully said.

I basically said to him, you know, hey, dude, I really love that you want to work with us. I'd be really excited to welcome you in. You're the first person in two years that's ever questioned to stripe link. Right. I love you. I appreciate the feedback. But, dude, you know, if you don't feel good about coming in, please just do not come in. You know, if you don't want to pay for a stripe link, you might not be a good fit, which is okay, all right. But if you want to come in, come in. But come on, if you're gonna say stuff like this, we're probably not a good fit. Don't come in. And I was basically saying, I don't give a F. I really don't. I don't give a F. Very politely. And there's no response yet. So he's probably fucked off. But I honestly do not give a F. I really, really, really do not care about. About that money. And that's a nice. It's a nice energy. Because in the past, I would have fought for that. I'd be like, I'm calling him, dude. Do not worry. We're working on our branding right now. I would have immediately made a website. I would have been. Not gone to bed. I would have gone on clickfunnels, made a website, embedded it, you know. Yeah. And I would have fixed it, but it's really nice to not have to do that because it pissed me off. And I thought, thank God I don't have to deal with this guy. I kind of hope he doesn't come in, you know.

What do you think are the safest passive investments, like property number one or save equity, like you mentioned?

Well, I can't. Certainly not crypto. Certainly not crypto, but you can. I mean, I think you should start with the safest investments and then slowly build towards the More risky, you know. So if I was going to invest in crypto, which I probably will eventually it will be 1 or 2 or 3 or 4% of my net worth, you know, just to have it as a hedge because it is important to, to hedge out with those risky assets. But from the safest to the unsafest, I, I would say real estate, okay.

Because you make money twice, it goes up in value depending on where you buy it and the cycle and it cash flows as well. Like there's nothing better than when I get a notification on my phone, 900 pounds rent just randomly pops up few days later, 1,2K rent, you know, it's the best, that's one of the best feelings in the world when just money just appears, you know, it's fucking amazing. So get that first, you know. Yeah.

So I've got a management firm for the apartments and a management firm for the houses. Right. They just do it all for me. The tenants don't know who I am. Right. They just do it through them. And if anything goes wrong, I'll just get a WhatsApp. Hey Will, the window is broken. It's going to cost £100 to repair. Can we do it or not? Like yes, they'll invoice me immediately, I'll pay it. So. And I get that man, once every three, four, five weeks, something like that will happen, you know, so it's very easy. People say property is hard. My personal experience, it's immensely easy. Immensely easy.

Yeah, yeah. So you talked about that you were living in the 1.5k apartment until you had like 500k.

Yes. So 24k year one, 260 year two. And then I moved out the January of, of this year out of my parents place when I think I was 28. So I lived at home till I was 28 in the spare room and then I rented a one and a half thousand pound per month studio, tiny, tiny, tiny studio in Manchester.

So yeah, what you said like that you had to do fear instilled from your dad that to save up money. But yesterday you advise us, say like if I want to be you guys go to Dubai because it will scare you, you have to earn money. Would you advise that to yourself as well if you would start over?

Yeah. So don't do it here, don't do it here. Do we do, do we do it at the end of that year? So you've got to get your business working, get it cash flowing, build up cash reserves. I bought two houses, maybe three by that stage. I mean one was like 70k, one was 90k, something like that. Some cheap houses. But I was, I was already building wealth, you know, and I had good cash reserves and stuff. But you're right, this is one of the next things is I said this. I don't know, I said this. I was saying it at lunch. Yesterday I went to a dinner in the city and instead of driving home, I spent $600 on a hotel. Right. Waste a bit of money. It feels good. It's abundant, you know, so it's like a good little but not all the time, you know. So I wasted money on this watch. It's my dream watch and I only own one. So, you know.

No, it ain't. No it ain't. It needs servicing. So useless. So stupid thing.

That's why like most of the entrepreneurs who like a dabbling in crypto and I'm not talking about bitcoin, but like literally like watching markets and stuff. It's so stupid because it's like you just invested time in your business, you build a better asset that's stronger. Like I, at the end of 2021, I made 150k in crypto and I was really good at it. I was really like had the right temperament, didn't get suckered into like the high boys. I could keep going up, dude, I saw my money go up and then I would sell it and I made the money like unlike most crypto roles. But then I realized how much time and attention it was invest. I was investing in it over like six or eight weeks. And then like one of the months I just grew the business to 347,000amonth. And I was like, oh, why don't I just do this all the time? And I just think it's so important to like ignore basically most of the make money life. Even in the passive income count until your business is making money, like literally nothing else matters. Like don't worry about buying Alzheimer's or buying crypto crypto or buying a bunch of shares and doing the stock cash part of your business. That's the number one focus you can have. Like look at it. Just look at the number.

Oh, what was December?

December 23rd.

Oh, well, this is the annual sheet, but it was 76. Okay.

So if I look at that December and where it would be in row 13, 76,000 to January, 364,000.

And that was half of that month was on my own. No team.

Yeah, so like obviously we're not. Very few of us are going to have a video that Goes viral. Yeah, but you can experience huge lists of business when you actually own something. Yeah, I got a question. I was going to share something because I think it could be helpful. People see you have a bunch of things there in terms of products and one of the really.

Popular piece of advice is designed your focus.

And then we think that that means.

That you only do one thing, one offering one product. So this was my breakdown for last month of income. So it was 165,000 I had 40,000 that came from 1 to 1, 71,000 that came from inner circle, 42,000 that came from modern autonomy, 3,000 that came from low ticket products, 6,000 that came from intensive guest passes. And so my question is, how do you think about that? Because in my, in my experience if everything was coming through one, there'd be too much vulnerability. And so it feels very easy to make the 165000 because of different tiers. Some people are paying one to one and then they might finish that and go into Kur.

Yeah.

And so there's diversity there. That feels really good. So how do you think about someone's getting to 100k, 100k a month profit? Should they be all in on only one product and then diversify when they get there or is that part of the strategy?

Such a good question and I really appreciate the openness there as well because I think it's very useful to understand the different offers and programs and places that money can come in. I think it's good to start with one and then listen to the market. Right. Just like we did. So we started with the 9k a month one to one and then the market told us they needed a group, so we made a group and the market told us that we needed a done for you. So we did the done for you. And the market told us that they wanted a mastermind, so we did a mastermind. Then the market told us, well some of us can't afford this and we don't need it. Right, well let's do a one day workshop then. Lisa taught me about the software. The book was actually a passion project. I didn't even intend on this happening. I wrote the book purely for fun really but. But the book is a massive, massive help for top of Funnel. And again the market told us about wanting to exit their businesses and quite honestly I should have charged more than that. But yeah. So I've just listened to the market and made what the market asked me for. So to ask you guys a question, I know that you're tired, but I'll squeeze one more in. All right, I'm still listening. What is the market asking you guys for that you're not giving to the market?

Yeah. What is it?

I think done for you as well? Because we. Most of our clients are like beginners for like 0 to 10k. But from time to time we have like a guy, like I was talking to you, I think a few days ago that was making 70k a month and he was really interested. But I feel like he wants more of it done for you instead of it.

But wait, you ever just want to.

Coach it because he doesn't have time to go through a course and attend all these calls. He just wants to get something from us.

Yeah. Done for you is.

It can be easy if you structure it in a certain way. Generally, it's not easy. One thing that we found is our best customers are in the done for you because it's so expensive that if they've got that money, they're stable and a good, you know, they kind of understand business. So it's a very good quality of person. Right. Which is very helpful because that could cause a lot of damage if you were letting bad people into that kind of program. But done for you, in my opinion, is the easiest to sell because that's what people want. They want it done for them at the highest level by the best people. Like, God. Imagine if Sam Ovens had a done for you, man. I would have paid 150 to get my shit built by him. Maybe more, maybe 200 to get everything built by him and handed a business. Imagine if he did that. He would have been doing a few million a month with. With that. I know that he was doing a few mil a month without that anyway, but imagine if he did both, man. He could have added half a mil, one mil, two mil to his business per month if he did that. Obviously, again, this is rooted in fun, and the minute I don't enjoy any of this, I'll get rid of it. So if I ever come to not enjoy done for you, I'll delete it, I'll stop selling it, and vice versa, but outstanding.

The question, yeah, guys, I want to use the visual head. So this is like, it's very important. It's very important to understand the relationship between these things because it might be easy to miss. Because what we're saying has a big asterisk next to it, which is you will also find no lack of options to give people different tiers because some people are going to go, I wish we could do it with. Without this or cheaper. So just help me understand. So obviously this is for everyone.

Yeah.

Who's the software for?

The software is for customers that come in. So they get that in the program only and then they pay that.

They pay that on top of this.

Yeah. So basically when they come into one of these three main offers, if they want my funnel and emails and everything done, it's in the software. So they don't have to use the software. But most people. Yeah.

Okay, so we got everyone then we got just for customers. And this is not competing with anything else then this is a tiered offer. These are the. Looks like three offers. It's not, it's the content. Then the one to one people get the content plus one to one and then the done for you. People get the content plus one to one plus done for you. So teared off, right?

Yeah.

Not three communities, not three, like, you know.

Yeah, yeah.

And I was curious to know that Exit your business.

Yeah.

Is that an upsell typically from people in here or from just different people?

So the two people have bought that so far were not customers. Yeah.

So what's powerful about this? This is what I'm trying to point out is this is actually a different part of the market.

Right.

These two. Are any of these customers or is this for the people that come into the one day and the three day.

Yes.

Also different people.

Yes. Honestly, the one day workshop and the three day mastermind, it's a mix of customers and non customers. So we do allow non customers to come. So don't worry guys, you can buy a ticket. Yeah, I don't mind. All right, so this is, this is.

The whole point of what I was trying to bring up because I wanted to like confirm the assumptions. Nothing cannibalizes anything else. I want you to really understand that this is where like people having multiple offers completely screws their business because then they go, oh, I have to, I have. You're on a phone call and. Or sales conversation and someone's like I can't afford that. And so then you create a downsell and you go, oh well if I just give them the course without the coaching and I make it really cheap, then that's awesome. And then they get results and then they can go through that. But what happens is people then get stuck in that tier. They don't get results. They're not implementing. But now they've created a barrier between. Between them and the next level. That's why I wouldn't want autonomy. I literally had people pay me 297amonth and like going, oh, I've got so much stuff I'm going to do. I need to just, I need to, I need to get results with that first before I join the circle. So just check out these numbers. 200 people joined modern autonomy. 4 or 5 people joined in a circle. In other words, atrocious ascension because it cannibalize it. But all of this is like confidential. Like, it's really important. When you guys think about your offers, you're like, is it helping the business? So the 85k is not being stolen from these things here. It's a different part of the market. So in addition to what we were saying of like, what do people want?

You want to make sure that you're.

Not like, what is, what is the saying? It's like stealing from Peter to pay Paul.

Yeah, right.

It's like that's where people can have. We were talking about school groups today and people like launch a new funnel, but then they get clients from it, but they still make the same amount of money.

Yeah.

Because they've taken energy from this funnel that works and they bring it over here. It's the same with offers. Yeah, Every offer you bring in, you want to make more money on the whole.

Dude, the only dude, I'm gonna steal that because that was so well explained. I couldn't even explain in my own that well. So thank you for that because that's.

What like this looks like. Like if you just take it at face value, you think you have to launch a bunch of shipment.

Yeah.

But it's really important to understand it's strategic. Like when I was sharing the breakdown, like I had low ticket, modern autonomy, inner circle, one to one.

Intensive guest passes. Maybe there's one in this affiliate, a few thousand affiliates.

Yeah, right.

And so you can go, oh, I need to launch all these things. But again, everything has to have its place in an ecosystem.

Exactly, exactly. And there's only one difference. Whenever a customer says to me, oh, I can't decide, I'm like, right, well, there's only, there's only two differences. Proximity to me and speed. Right. So if you don't really need a lot of my help. Well, obviously you don't need the one to one or the done for you. Just go in the group. Right. If you want to go fast, ultimately fast will come in the dump for you. Right. Or vice versa. So it's proximity to me, more proximity, less proximity.

Jumping between it all.

Yes, we do.

And that's the other. Yes, we do is it doesn't cannibalize. It actually incentivizes momentum. So you have someone who's like in group and then they go, I need to get more momentum. And so they go, let me jump into one to one program.

Yeah.

And then they're in one to one and they're like, actually, I don't need.

One to one anymore.

But it's see them disappearing, but then jump into group. This is why I love that, like Ted offer. Do you give the clients the option of multiple tiers, or do you sort of guide them and counsel them down the one that you think is best for them? Like, does your sales rep go down the discovery path or whatever and then offer them what they think is best?

Or. Dude, that is such a good question. I'm really glad that you've asked that. Now on the call, what we actually do is we show them all three offers, right? Starting with the 15 first. So we say to them, option number one is done for you. It's 15K. You get this, this, this. Then we reveal option two. Option two is nine a month, blah, blah, blah. And finally option three is the four a month for the group. Which one feels like the best fit? That's what we do. And people always tend to know, you know, which one is, is the best fit for them. And if they ask, we just say, well, the only difference is proximity and speed, how fast you want to go. If you want to be up and running in six weeks, go in the dump for you. If you want to go a little bit slower, go in the group. And do you need Will's help like one to one or not? If no, go in the group. If yes, go in the one to one or the done for you kind of thing. And then it's just a budget decision. Generally.

With your delivery, have you got.

Any certain process you're taking through, but more so in your own mind, you think you do this first, then this.

Generally.

So happy that you've asked that. So I wrote down, I'll just answer the question and I'll cover this because this is my actual process for clients right now. When someone comes in, let's say you come into the one to one program, which I know you will at some stage. All right, Joking. Right. When you come into the one to one, the first thing I'd say is, right, go into the training program first. Watch the training program. That'll take three, four, five days. And the training program is basically everything I've ever learned ever, ever is in there. In, in Order from what you need to do first, offer creation, pricing, funnel down to bloody team and preparing for exit and blah, blah, blah. So to go in there and watch everything that's relevant, that's going to put my brain in your head. That's going to give you the knowledge. When you've got the knowledge, book your first call with me. Then we get on the first call and we do what's called a blueprint call. So I give you a form to fill out that you bring to the call and that's just everything that I would need to know to diagnose your whole business. Now, the first thing that I would ask you on the call, when we've gone through the blueprint and I know your offer, I know your niche, I know your price, and I can see everything I would say to you, right? What's the bottleneck?

There's always a bottleneck. When you solve it, your business grows. So let me ask you this, dude. What's your bottleneck in your business right now?

How do you define sales process? Would that be like turning audience into people that can speak into.

Yeah. So, yeah, this, if you do those four things, you can make as much money as you want to make, right? Traffic, you get attention, say a YouTube video, you send it to a sales process. This can be a vsl, a webinar and lead form, whatever, that then converts them. So you book a call, you get a lead, a number to call, whatever, and then you give them value, basically.

So my bottleneck currently is probably having more people to make the opportunity.

Having. Having.

It's probably traffic here like having, but not. It's lead activation. So I know that I've got enough followers or people I'm going to keep, you know, email this, but it's getting them to speak to me to make them offers.

I, I see, Right. So you've got traffic, you've got people looking at you, following you.

Because you said lead activation and his face was just gonna pull like, call some where he's like, what is lead activation? Like, that's not even a real thing.

He knows me so well. Right, Anyway, let's refocus, right? So you've got traffic, you got followers, you got people. Your problem is sending them into the sales process and, or converting them, right? Yes. Dude, I'll give you a sick example of this. Right? Yes. I did just use the word sick, okay? Now, a few weeks ago, I posted something on my Instagram story. You might have seen it. I was like selling 997 calls with me for an hour. Do you see that? Yeah, yeah. So that made. The first time I did it, we did about 16 sales. The second time we did about 24, 25 sales. And it just made me realize, wow, I had £16,000 sat there waiting to be collected, then £24,000 just sat there waiting to come in. Right. Another thing with the short form in the setter. My God, man, we've had so many sales calls, just sat there waiting. Fuck. So these little methods to unlock it is kind of what you need. Right. So if I was you, and I like to do it quite systematically and I like to, when an offer works, I repeat it usually every quarter. Right. But I digress. So for you I would say are you doing like story plugs to send them into your sales process? Is your bio and the link in the bio going to where you want it to in the, in the funnel, in the sales process as well. You could run retargeting ads to pull out those people that are waiting to book sales calls with the right call to action. Things like that. Right. Would, would really help you. It sounds like. What? What do you think?

Well, it's funny, I do a lot of offers, smaller offers, 100 pound things, stuff like this to try to try and draw people out.

I, I feel, I don't think I get that much interest in these smaller offers as someone else might do with the same numbers. So I'm not sure if it's the offer exactly.

Well, if you've built an audience that's good quality and you've built an audience of people who have the problem that you can solve, then it is an offer problem. It's an offer or a pricing or a copy problem.

Now let's say that it wasn't. Let's say your copy was phenomenal, your offers are excellent and your pricing is just perfect. Well then it's a traffic problem. The wrong people are following you or they don't have the problem. But it is one of those two things. Yeah.

So, but the thing I'd add, because I know we were talking about load ticket and getting people in, is you have to understand that like if. So you just assume you have a really simple final. You've got traffic, you've got a video sale and you've got one offer. The more lower ticket offers you create, you're either increasing throughput to the main offer or you're increasing frictional. Right. Because the main offer could be amazing. But now you're having all of these.

Other offers we're having to test you.

Messaging for every single time. So you just have to be really mindful that you're still championing and making your main offer the focal point because that's the only offer that truly matters. And everything else is for fun and like, in addition to, as opposed to like, for example, when World's doing these like offering a call, that's not him going, I want to hit 400k this month because I'm selling my 997.

I'm doing it for fun, additional revenue. Yeah, but it's not friction now between him and Domain offering. Seven years.

Yeah. Yeah. I think one thing that's definitely added some money to our monthly numbers is what I call mini offers. Right. I'll give you another example. I did a one day workshop in Bali that Chrissy came to right post on my Instagram, said, guys, I'm thinking of maybe doing a Mini Mastermind for one day next week here at my villa. Would anyone be interested? As a test. So no offer, no pitch, I might do it. Would anyone be interested? Really soft, right? And then I got 13, 14 messages. I was like, okay, okay, probably pull this off, right? Had a few conversations, sold the tickets and I was like, right, I am going to do it. There's whatever left, three left and I did it. So test offers can be nice as well. Like you could say, right guys, I'm thinking of doing a one day workshop in Manchester for just 10 people for something like 2k for the day. And we're going to do this, this, this. If anyone would be interested, reply with I'm in or I'm interested. See how many replies you get. Right. And if you get loads of replies, do it. If you don't get any replies, you suck. Sorry. I'm joking, I'm joking. If you don't get any replies, don't do it. Right.

Go on. I was wondering how many of the.

997 people who saw convert into events.

Of $ yeah, I didn't expect that. You know I actually didn't. Maybe this is just stupidity, but I didn't actually expect that they would ascend. But about four of them bought the program. Yeah.

24, 34. About 4, 40, 10%. So. And they'll probably buy in the future as well. Someone that just bought a few days ago, I had a first call with him and it was someone that.

Had bought an hour of my time way back. You know, I was like, oh wow. Oh what are you doing here? He was like. And I was like wow. You know, people do come back and buy More later. That was a nice reminder of that, you know. So yeah.

And yeah, yesterday you talked about you're not wanting to post reels first.

Yeah.

Like since you've had some sellers that you've booked in a lot of calls now that you were. They were basically just laying there. Yeah, I saw that your reels are. It's not something that I've seen often for a personal branding because you're like mixing Iman Ganzi. So you start talking and all of a sudden you see Iman talking about same thing and then you come back.

Jordan Welch. Yeah.

What is the reason for you doing that? And also have you seen a lot of success with that type of content and research?

I was thinking about this earlier when Dan was talking about being like a thought leader because so to back up for a second, short form didn't feel fun to me. It felt a bit like pushy, felt a bit cheesy and I don't really like short form so I was a bit against it. But I thought, look, let's just test it and just see. Right. So we're doing a two month test right now, just at the end of month one now it's worked immensely, immensely. Well, we booked a lot of calls. We've closed an extra seven units, eight units because of it. It's quite cool as well. So it's working, it's profitable and it kind of is fun. I do like it actually. It pisses me off. Schedule in the min. Right. But apart from that it's really good and I really enjoy writing the captions and shit, as geeky as that sounds. But also what you just said about the association. So guilty through association. Right. By people seeing that constant stream of me, Iman, Jordan, Mike, Chris Williamson, it will print it in their mind subconsciously or Will is up there with those guys. So it's like a long term branding play.

Okay, starts.

Yeah.

I was also wondering, like you said, before they get on a blueprint call, they have to go to a train. How long is that?

Well, not including like the sales call recordings and the some webinars, not including that, it's about six hours, seven hours, eight hours, something like that. And basically what I did when I first started getting business coaching clients, I just coached them one to one. I recorded them and I kept very extensive notes. And then after about say 10, 15 clients, I got all my notes and I looked at all the problems that I'd solved and then made it into a program. So then I knew the program would be perfect for people because it's based on real people, you know, so. And then I just slowly, every time someone says to me, I don't know, Will, I can't close. I'm going to make a sales training, Will. How do I write a vsl? Write a vsl, make a VSL training. How do I do this? Make a training. So the program is specifically built really by the customers. That's why it's such a good program, if I do say so my bloody self. So go on.

Before we break for lunch, I wanted you to talk to this. You have a mindset coach. Two perfect two mindset coaches. The Bali that you mentioned actually came out of a challenge that one of your mindset coaches had said, do you want to talk to that challenge? And kind of have you found themselves challenge? And then any of the specific insights you've had on the mindset game of scale.

Wait, what are we talk. What challenge are you talking about?

Oh, yeah, yeah, yeah. Oh, well, dude, I'll tell you a better story. Tell you a better story.

Yeah. Oh, yeah.

Because we are right here with you.

Right? Definitely.

And it's clearly a mental Im definitely. Okay, so this one.

Oh, yeah. Oh, yeah. So one of my mindset coaches, I have a call with him once a month and he just holds me to my goals. So we're always working on my next goal, whatever that is. Now, one of my next goals was to buy a penthouse here in Dubai. Spent nine months looking at so many of them. Finally found one that was just phenomenal. Three stories overlooking the golf course and the skyline, newly renovated. And I was just a bit short. And Mark, I had a call with Mark, you know, blah, blah. He was like, right, you're gonna make that in the next seven days. I was like, no, I ain't. That's impossible. No, I ain't. And he was like, right, here's something. I hadn't even thought of this. He said to me, here's something you can do that everybody else can't. You can help someone sell their business and you're gonna charge them 100. And he said, 125K. You're gonna post on your Instagram today after this call and announce it and find someone and you're going to sell it and some other bits and bobs, right, to get you that money asap. So I left the call, completely ignored him, didn't do it, got on with the business, had another call with him a month later. He was like, how did it go, man? How did it go? I was like, I didn't do it. He's like, why? I was like, no one's going to give me 100 fucking 25k. All right? No one wants to sell a business. No one's fucking ready to sell a business. I'm not doing it. He was like, just fucking try it. Just, just try it. Just see, just fucking try it. I was, all right, fuck it, I'll fucking. It's not going to work, but I'll try it. So some of you might have even seen this I post on my Instagram story and it's just so simple. I just said, does anybody maybe want to sell their info business? You've got to be making at least this per month. Just message me, right? And I kind of still, I was just trying to get it done for Mark, right? And then that same day, about nine people replied. All but one were not a good fit whatsoever. And this one woman, she had a drop shipping offer about four years in, doing about 700, no, about 600k profit a month. And she said, I'm interested. So we got on her call and I'd made this little word document explaining everything, a bit of proof about how I didn't it and stuff. And. And I charged 85k because I was too scared to charge 125, right? So I got on the call, she wired me the 85k on the call, right? And then when I got off.

I called Mark. I was like, dude, I'm so pissed off right now. I charged 85 instead of 125. They would have paid 125. I've just lost 50k or whatever it is. And he was like, yeah, you're an idiot. But yes. So that's how I made 85k in a day from an Instagram story, paid in full through a wire. And it just goes to show two things. Number one, the power of making offers, right? Because I just would have never made that offer. So number one, the power of making offers.

And number two, having balls as well, you know, because, I mean, not having balls cost me whatever. I think it's 40k, isn't it? And now I've got a new offer. So again, listening to the market is a big thing and just putting things out there and trying. And also Mark just pushing me to think harder and try things and go bigger and get outside my comfort zone. And I wish I'd charged more than 125 as well. So that's the power of a mindset coach, man. And just thinking outside the box, we.

Have two mindset coaches.

I Have two to fact check their decisions independently because I want to know what they both say and how close is it or not. So when I was buying the penthouse, Mark was pushing me. My other one was dissuading me. He was like, it's an ego decision. It's you're rinsing your cash. Four million cash, almost. And he was like, you know, it goes against your safety principle, it goes against. Against your security principle. You know, just buy a safe, better apartment, rent yours out, blah, blah, blah. So they were actually quite against each other. And I went with Mark, and in the end, I paid asking price of the penthouse. Someone offered a million more and I didn't get it. So then I went with what Frankie said and I just bought a four bed apartment instead for the 1.9. So in a way, they were both right, you know, because. Because Mark is good at knowing what I really want, right? Because I really want a penthouse and I won't give up until I get one. And it is an ego purchase. I've said that to everyone. I've said that to myself. So that's a Laurent. It's not needed. No one fucking needs it. It's stupid. But I fucking want it, right? And wanting it will teach me that I don't want it. And then I'll probably sell it and get a villa, which I should have bought first. But you've got to make mistakes, man. You've got to make mistakes, you know, to learn. And if you don't make the mistakes, for me, I feel trapped when I haven't made them. So I've got to make them and then learn. All good. But that's a good question, love.

Three, two, one.