Charlie Morgan tells: "This is how i make $1,300,000 a month in my smma"

Client results.

What do you want to know? Yeah, so I just want to know, you know, how do you.

Make repeat, you know, I was learning from, what's his name, Cole, yesterday, about having consistent repeatable results, you know.

And being able to generate them. You've got to optimize. So I want to know. Yeah, how do you make your clients rich? Because that's the phase two. I want to make my clients rich and I want them to be repeatable. And also, you know, I know how you spent nine months, you know, working on your product, but how did you even know that that nine months was you was even going to make a product that would even generate?

So we had V1, that is a V, believe it or not. So V1 took us about two months to build, which was at the very beginning. And then V2, which is now what we call easy grow, is this amplifier. So this took like two months for this took nine. So the reason I had the confidence to put nine months into it is because all I was doing was shelling out this. Does that make sense? Yeah. So everyone has a course, right? You take nine months to build it. Nine months. So we've got one module called Atrop Genesis, which took me three months, and it took me for every hour of content in that, it's 30 hours of work. So let me explain to you. Pardon? Did you log all of this? Log it all? Yeah. And try how long you spent doing it. I just looked at my calendar. I was like, I've been working 12 hours a day for like six days, like nine months.

So, all right, I was thinking about this because I was like doing my laptop. When it comes to courses, you've got two types of content. And there's. People don't teach this because they don't like. Well, I understood this. Oh, my handwriting is actually not that bad. So you've got dynamic content and you've got static content, right? So you're an easy grow, right? So easy grow consists of acquisition, genesis and self transcendence, and that is static content. But basically the static stuff are principles. These are things that don't change, right? So, you know, if you're teaching trading, if you teach the idea of diminishing returns, that's a law, it's nature, it doesn't change. So this doesn't change. The dynamic is the thing where you've got like cold outreach systems, cold email systems, like YouTube terms and condition, changing thumbnails, like, that's the shit when you make it once. But you're going to have to Remake it, because it's going to have like an entropy.

So, yeah, so it's been nine months to do, but most of my time is spent on the static stuff because what I learned is that you can have the best systems, you can build the best systems to teach, but if people don't have the right paradigm to approach them, everything goes wrong. So you know how Sam did this where, like, with that level, he had like the Facebook ads module, which was pretty static because he taught the first principles in Accelerator, but if he didn't go through the foundation modules, it wouldn't make any sense. That makes sense. Yeah. So what's your niche? Buying and reselling concert and sport tickets. Okay, so you probably have like a way of doing that, right? Yeah. But you probably have a way of thinking about it. And your strategy is born out of your paradigm. So you have to teach the paradigm, because what everyone does in the coaching consulting space is they teach the dynamic strategies, and then what happens is 12 months elapses, the market shifts, and this is no longer relevant. But what do you mean relevant is this. What do you mean by the paradigm? What's the paradigm? Paradigm is like the way that you see your thing. Give an example. How do you. What's your paradigm? All right, so for example, so we teach client acquisition, right? So what, I need to teach someone before they even build a cold email system. Okay, so put in perspective before I explain. So we've had. We've had since February, probably about 800 people go through Easy Grow. Our refund rate is like 0.3%. Our dispute rate is like 0.5%. We've got 900 win posts and an unholy amount of social groups. So it works really well. But the paradigm. So for example, if I want to teach cold email, right, people think that cold email is just like, you have to have the right copy, you have to have the right offer, you have to have like a software and you run it and it works and you can give people those tools, but as soon as it breaks, the entire thing falls apart. So, for example, if I'm looking at email, I'm going to be looking at something like the scientific method. And let's just pretend that says scientific method. I'm also going to be looking at something like natural selection to explain how we find variables that work and stuff like that. And, you know, you can also evolution, genetics, and stuff like that. I'm also looking at psychology. So this is the big one. So there's a module in EasyGrow called Asymmetric Psychological Leverage, which is three hours long and it took me about.

Probably about 100 hours to make it. And what it basically is, is it's like me brain dumping everything I know about psychology into a PDF and a Google Doc. Can I like put it up or is it like a. Probably not. Let me, let me show an example of what an Acquisition Genesis module looks like. Yeah, I think you can. I think you plug in. Can you plug in one of those devices.

And I can pull it up? Yeah. Better to shoot a laptop because you have to teach the first principles. Because if you don't, people, they just don't know how to think. If you can teach, maybe for you it's different with YouTube automation because it's quite simple, but you've probably got a way of looking at it.

I'm still not sure what you mean. What's the way of looking at it? What's the way you deal with it? Right. So like, how do you approach it? Why. Why do you do certain things a certain way? Yeah, exactly. It's basically giving like a reason as to why you behave in a certain way. You behave. So I could. So the prime example of this is, for example, asymmetric cycles below, which inside of easygoing. So this is the PDF that we run through. I don't know if you can see this. Right? Yeah. And this is how long it is. Pretty long. And this is basically just principles in psychology that you can use to explain why people convert. So if someone asks me like, how do I get clients? I'm like, well, you have to know what people want. But how do you know people want you to understand psychology? And if you can apply the principles from psychology to acquisition, then it supercharges the whole thing. So the first part of the program that we have is focused solely on the principles. Another example is Acquisition Systems theory, which is a three hour video. And this basically runs through like how to think in systems, systems theory, feedback loops, metrics, all the stuff that you intuitively understand but your clients don't. The reason you can become successful in your space is because the way that you see it, does that make sense? Yeah. How do you get that out of your brain? Don't you. It's not nice. It's not. Well, you have to. So you have to start with first principles. Right. So I'll just work this off the thing. The reason Acquisition Genesis took me three months to build is because I have to do like a whole month of thinking because. So.

Who understands what first principles are? Yeah, all familiar with the Terms. So you start with something at the very bottom, which is basically a fundamental truth that cannot be further questioned. And if I want to teach this. Let me think of an example here.

So if I want to teach the scientific method, right, and explain to someone how you have to have like variables and tests and feedback and shit, I have to come all the way back to natural selection because the scientific method is basically like built off of our understanding of how the natural world selects variables that are optimal, if that makes sense. So if I want to teach someone how to build a cold email campaign, which is, you know, we could say like the 20th principle the way up here, which is like, what cold email strategy works. We have to bring it all the way down to the fundamental truth which cannot be further questioned, which is something that's going to be along the lines of variation is the key to evolution. If someone asks me how to run whole emails and I just start like here with a scientific method without understanding or helping them explain, or explain to them all the principles is built on, then they just, their brain explodes. If that makes sense. It's the same thing, for example, with, okay, the first principle of psychology, right at the bottom here is pain avoidance. So we'll just put pa. So basically all human behavior is born out of pain avoidance. It's either seeking pleasure or avoiding pain. But you can explain that to someone, but it doesn't explain why you need psychology to get clients without mix acts. But if you go through it, and I've got a video on YouTube that sort of explains why it's important to understand, then you get the thing, it all stacks on each other. So to answer your question, the reason it took so long is because I was reasoning from first principles and then I was like, I had to organize it because I was like, well, first of all, I need to understand the niche, they need to have a niche, then they have to have the offer. And then I was like, what next? Like, how do you structure the paradigm? And then you start with the very, very beginning, which is like systems thinking, natural selection, psychology, metrics. The other one is rationality. Because if you teach someone how to run pollinos but don't teach them how to manage their emotions, they're completely fine. Why? It's kind of like if, most likely, if you're going to teach sales, if you teach someone how to close but not how to like manage their emotions, it's completely ruined. The first principle of sales is probably emotional management because it's the transfer of emotion. Is that. Yeah, yeah, definitely. How are you able to, you know, still run your business, still generate money even though you're in? That's a good question. Yeah. So, well, that just comes down to having a team work. So when I was building Easy Grow, we were doing.

So this was in. When did I launch. I launched it in February. So in February, I think we were doing like 150amonth. So now we do about anywhere between 700 to 800. So we've jumped from 150, 700 to 800. This is why product's the main thing. Because what people don't understand is that like, how do you improve your sales conversion? How do you improve your show rate? How do you improve everything? It's all upstream of like the thing that you're selling because if you send traffic to a jam, it won't go anywhere. So you can sign as many people as you want, but if they're not absolutely blown away by the product, like for example, you're experiencing easy growth so far, you're like, oh, shit, this is actually good. So anyway, so I started building this. So we would have had January, December, November, October. It started in like April, so It's more like 11 months ago. So we had. I didn't start building this, like I said, until I had version one completed. I knew it worked and at that point I had, I think two sales reps. And I also have a YouTube channel as well. So it's just system. Did you keep the YouTube channel going? Yeah, you can see my videos. I look like I got some sort of term of illness. Like it was not a. It was not. No, seriously, there's that. Building the 4th of February, like that year was just horrible. I shaved my head and everything. I actually looked ill. And a lot of you saw the consequences of that in April last year or this year, remember, I looked like a. So if you could go back to make sure you wouldn't go ill, what would you do? You can. It would have taken me like two years to do it if I wanted to do it healthily. But I thought when I started it would just be like a two month endeavor. But the problem is I'm too much of this damn perfectionist. I wanted to explain one thing. It has to be completely. When you go to actors and Genesis, you'll understand because you'll go through it and you'll be like, oh. What I'm trying to do is make as many of those aha moments. Because a lot of people think that the value comes from your offer and solving the problem. But the real value comes from changing someone's mind and the way they think and see the world. So who hate walking Sam Ovens. Right. You see, Put your hand up. Yeah, everyone loves Sam, but not because you help them get results, but because you help them see. Because people are like, fucking hell. If I can actually, like, I know what I'm dealing with. And that's like, we see it in like the result in the wimp post and stuff. People like, oh, I can actually like see you give them so much that they know it's on them and they know it's their responsibility. Yeah. Because once you have the paradigm, all you have to do is just do the work. Right.

Can I ask you what your routine looked like when you were going through that process? How did it kind of, how was your day to day? Yeah, so I can sort of draw it out. I wouldn't model it.

So I would basically.

Okay, so to talk about this, like, I wake up like 8am and then literally this is the thing. I stopped going to the gym, I stopped meditating, I stopped trying to eat healthily. I stopped all of those good habits that you're supposed to do that self improvement YouTubers tend to do. I might be happy with me.

I didn't do anything. So it was amazing.

And then like, it was basically work from 8:00am to about 8:00pm.

To about 8pm and then I sort of take like a one hour break for like.

I did that and like, what would happen is my immune system went shit. My sleep went and shit. My relationship fell apart. I lost a load of friends. It was very bad time with me, but I was so like fucking obsessed, I just kind of let it all go. At least you kept your passion sentence.

You can't really go. But it was more like the routine was sort of cyclical. So it would be like I'd have like. Because each module took me like a whole, sometimes a week to make. Actors in Genesis took about three months. Right. So 11 videos in there. So it was like a video a week basically. So I'd like ideate the video, I run through the ideation process and then I'd have it sort of like scripted and then I'd build it. The building was the worst part.

But all that work was it sort of went like this and then you record it. So everyone's so focused on recording, they think that's the secret. But really, like you spend all. You spend 80% of your time, probably no, 95% of your time at this stage. But you build the idea and then you're like, what's the first principle of this video? What do I start with? Because if I want someone to understand point five, they have to understand point four, three, two and one before that. But if I start with five, it's like they're trying to teach something that is so far along the line, it'd be like trying to teach. Like my girlfriend at the time, she was a primary school teacher and she was teaching phonetics to kids. So, like, you know, how does. Basically, like, how do I actually say like sound? And I was like, that's kind of what I'm doing here. Like, you start with the phonetics, like just the fucking sounds before you even try and teach them to say, like handles, you know. What was the ideation process like you've gone through back there? Yeah, so it was simple. So basically what wasn't simple? Because that's quite horrible. But basically what you do, the way I did this, in fact, I could probably find it on my laptop.

You use a trello board, basically. Trello and sink trello, yeah. See if I can find this. Because I mapped out the entirety of Easy Robot trello board before I built it and that took me like two weeks.

Is this.

Did you map it down to the videos level inside the modules or even further? What do you mean?

So the channel board, I assume you have the. I want to teach this, this and this. Those are the modules. Those are the. So this is what the macro thing looked like, right? You can't really see it, but I've got, at the time, it's called Business Genesis, Self Transcendence, Calendar Filling foundations. But then I realized that they were mostly the same thing, so I just merged them into one. And then what I did is I sort of was like, in order for someone to actually get the result, what do they need to know? What's the minimal and smallest amount of information I can give them in the fastest period of time possible for them to get the result they want? So I built them all out in theory, and then for each module I would then build out the videos, and for each video I would then build out the point. So it was kind of like. Kind of like branch to node, where you've got, like, at the top you've got the program and then inside of the program, because it's actually how Easy Grow works, right? We've got 1, 2, 3, 4, 5, 6, 7, 8, 9 courses, right? And inside of, like, each course.

So, for example, if we take an easy grow, let's take outbound systems so you've got easy grow up here Outbound Systems. And inside of Outbound Systems we've then got eight other eight different outbound systems we teach. So most coaches in this space, if they're teaching how to get acquisition, they'll teach like one cold email strategy. I thought that's not good enough. I want a. Because I was like, I don't want to give anyone an excuse. So inside of this you've then got 1, 2, 3, 4, 5, 6, 7, 8 and then inside of these, right. Then obviously you've got maybe like a couple of resources for this one. And then for this one you've got like maybe five videos and then this one maybe you've got like eight videos. So it's kind of like a course within a course within a course within a course. It's like the Matrix within a course. Yeah, Inception. But then it's not that, it's not that complicated for Acquisition, Genesis for example, or Self Transcendence, just a one minus today.

1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11 videos. And at the South Transcendence you've got 1, 2, 3, four, five, six. So and then you know, for example in Trial by Fire and Self Transcendence, we've got like three different resources that have their own videos in themselves. Because Trial by Fire and Self Transcendence is like a three hour video. How do they come up with their names? I don't know. That was one thing that kept me through it ironically, because like I enjoyed like you have to like, you have to make it as like, as curiosity. Because if I want someone to sit through a three hour video, they need to be like, what the fuck is that? They have to be, otherwise they just don't watch it. Because if I called, let's take an example, so.

Three hours, it's like, ah, okay, yeah, so well that's the thing. But how many people does actually do the work of watching the video? Like I'll explain that in just one sec. So for example, in Action Genesis, There's a video, 3 hours 12 minutes 47 seconds. And it's basically about like the science of math. But I call it iterative Darwinian acquisition. Because if I just call it the scientific method, no one's going to watch it, right? Because no one really cares. Although I might turn me on a bit, but nobody else is going to care about it. Would you say product driven entrepreneur, Would you say your product.

Leaps and bounds by the.

If he does marketing and sales like this, you're probably like, but that's kind of what we do. Like, it's like if you look at any great company, any great company, they're all product first. Even Amazon people think that Amazon, the product they have is the fastest shipping, the widest variety and the cheapest costs. That's their product. Nobody can compete with them. The same with Apple, the iPhone, same with Google, the search engine where no one can fuck with them. So I wanted to just build something where I know the only way someone can beat me is if they build something better than this. And for them to do that, they have to take themselves to the point of hospitalization.

Which is not an easy thing to do. Right, so what did you ask about the how many does do the work? Like you said, you give people money back if they don't get the results. You have people who like doesn't do the work but still wants the money back. It's incredibly rare. So like, if we're very clear, this is the thing about the guarantee is like we were kind of scared because we were like, we're going to guarantee 20 clients over a six month period and if you don't make money back, we also wire trust you from that brand and give you refund. So a lot of risk for us because we actually go into the red. People start triggering that. And since February, which was when we started launching, we had like nothing. Why do you think that is? Just because of the fucking depth of the thing. If someone gives you this much, you feel obliged to not ask them for a refund. And like, if.

It'S kind of like if you buy it and you go through Apples and Genesis and suddenly you're in the entire way that you see acquisition and obviously the mindset mon is another thing entirely. If they go through that and they're like, oh shit, now I can actually operate properly. It's a different way to add value, separate to the numerical output the client wants. And it's way more valuable, it's way more useful because I love Sam Ovens for teaching me to see more than teaching me to make money. So this is the thing, Charlie, is anybody that actually went through Sam's material, loved.

Was like a TV show that they did. It was like Game of Thrones. Like they remember every single fucking three seasons of Riverdale or something. Yeah, exactly. And I feel like you've kind of gone through that same thing where the customers, they love easy grow and they love everything because it's so detailed and you work so hard on it that it's just, they remember it. It was Like a movie. I mean, I literally put my, like I put my relationship into this, my health into this, my sleep into this. I sacrifice everything together. And all the customers talk about it. They all talk, oh my God, like, how good was that? And you know, it becomes bad. But we're the only company with a trust pilot. We've got 500 five star agents. What was the V1 like? Like your experience going from V1, getting customer feedback and then that fueling the V2, it's all just starting, right? Yeah, yeah, yeah. I'll show you what we did. So we did this. This is really handy, right? Wipe all your hard work away. So.

So basically our first 15 clients, we had no product. So we wanted to establish product market fit, or more important message market fit before we even built Ethernet. Because I was like, I don't want to build v1 until I've actually got cash.

So we sold these people effectively with v0 on the premise that once it's built, they'll get it. Which was thin out. Then what we did is it was sort of once we had the 15 people, we knew what matters to them. Because the thing is, a lot of people build a course backwards. They build a course based on what they want to teach, not what people want to learn. And then you end up with this weird bloated thing. And then people are like, oh, what the hell is this? And then they put away for all this stuff to get through a math. So I then went to these 15 people after we, I think we sold them for 2 grand each at the beginning, 30 grand in a math. And I said, what exactly do you want? Like, what do you need? And they were like, I just want the cold email thing. The way you reached out to me, I want you to teach that. So V1 was basically.

Something called the Terminator loom system, which was the main point of value because we got all these clients through our loom system and they were like, well, it would be handy if you could teach me how to do that myself. And then this consisted of basically like the copy the script and then the SOPs, right? And then that went on for a while. And then the problem that happened is I gave people the system. This is where the paradigm thing comes in. But I didn't realize that until later. But then I realized they weren't doing the work. So I'd be like, here's a system, it works, they get results with it and then they just fucking stop for some reason. So then I introduced the Mindset module, which is basically Just summarized by like, stop self sabotage farming and actually just get on with it. That created v1. And then the problem we started to have is people were getting appointments but didn't know how to close them. So the way Easy Grow is developed is like we solve a problem for someone and that then creates another problem. And then we solve that and it creates another one. And so throughout the journey. All about the journey. Yeah, we've done that. So then we built the sales module, then we built the sales modules, and then we also started building other cold outreach methods. And that was V1. And we ran that for about six months. I felt really guilty because I knew it wasn't that great. And the other thing about EasyGrow, and I know this sounds like some sort of virtue signal, but I'm terrified it's not built up. That's how you build something amazing. So if you ask all the billionaire founders, they're like really scared of bullshit. They know it's amazing, but they're like constantly afraid. It's like, it's like professional athletes. They're afraid of someone coming to do to them what they did to everyone else. So they know they're competent and they have confidence in their ability to like, get results on the field or whatever, but they're also really scared someone's gonna come. Like, I'm terrified there's some old motherfucker like in his mum's bedroom, like, doing something better than me. Like, I don't like the idea of that. That's kind of what I did. Yeah. And then basically off the back of this, I was like, what's missing? And then I realized it was this like massive, like weird gray cloud of people being like, not knowing how to use metrics, not knowing how to test variables, not knowing how to think, not knowing how to be critical, not knowing how to be rational, not knowing how to iterate, build systems, understand like input, output, process, feedback and the environment. All that shit. And I could do it because I've been doing this for like five years. So I just basically had to download my paradigm into PDFs and then that was the part that wasn't very fun. So, Charlie, for Erlix, I think. Sorry, I think what I'm getting out of this is you had to have the V1 to figure out, yeah.

Don'T try and put nine months into it unless you put a month into us. Yeah, because I've gotten better at training salespeople just because of the sales people have performed. I know what they want a lot better. So I think it's just a natural journey for you have to go on and then also treat in your initial student probably like rock stars as well, giving them as much attention because it's. They teach you as much as you teach them on what's missing. And just one other quick question, just on the ops, how your operations evolved from that 150 to 700 which seemed like it happened relatively quickly once easy growth came out. How did you evolve that? So basically, I don't know if you guys are familiar with the term operational drag. We're just going to once again pretend that's his operation. For me, there's two things in your company that determine how difficult it is to operate it, at least at scale of profit. Because we can, I figure that we can do 800 grand a month with 70 cent margins. So we can make 10 million a year at 7 mil profit, which is more than like most nine figure businesses would keep. Right? And there's two things to determine how hard it is to operate at scale is your niches. Right, I'll just put niche two and the products. So this is a lot of you guys will be so might not be that familiar, but you guys know I like one thing. So I just have one product, one offer, one market, one message, one sales team, one payment plan, everything. Right. As soon as you have more than one niche, more than one product, you've basically got two businesses and then everything just sort of sinks about. Which is why I'm still reluctant to run a mastermind. But story for the day. What was the question? Yeah, so from 150, which is pretty much where you'd expense it now to 700. The truth is that because it's in five, it doesn't make any difference at all. Because what we do is the way our deliverables work is we have product which we can just. Which we can call actually we'll call this a program, right? We have the program which is easy Bo, and then we have the calls and these are coaching calls that I run. So basically what we started doing is Beau and I, both my business partner, we used to run two coaching calls a week in the group setting.

And we always did it in a group site. Never ever do the one on one stuff unless you're like, well you want to charge like seven, ten grand a month, you can do it all on one. So then I have community calls and then I have the community as well. And this lends really well to scale because there's no onboarding call, there's no one on one thing, there's no audit, there's no operational track the client. Literally the way it works is after they've paid as well. After they paid? Yeah, we set the expectation and then they basically just, they know the program, we don't do anything else. So the truth is that the difference between 150 and 700 is nothing. With the exception of like maybe needing to add some more group potion pools with the community.

There isn't any difference. Like maybe, yeah, sure, maybe we've got an operations manager that does like some support tickets and shit. But as soon as you start adding things, it destroys it. So the secret is like less is way more. That's what we've always run. I know that's kind of ironic with my like 400 hour course, but you know, how often do you do the group calls? Bad. How many? 20 a week. Yeah. So I run one on Mondays and then we've got like, so we've got like sales reviews.

We'Ve got like health coaching, we've got mindset coaching. The way we wanted to structure this specifically, is it salesperson Objection. Handling. Because if anyone has any problem, we solve it through the coaching course. So if someone says like I know, you interact with them in the Google calls, is it like, I'm really fucking sad. It's a call where they don't have the microphone and they can ask questions in the chat. Yeah. So I used to be like nice on those calls. I'm not very nice anymore because like it's when you're running like a Q and A, it should be a Q and A. So the way we structure it is like in the beginning I say welcome, blah, blah, blah, how time flies. Here we are again, whatever. And then I get them to put their questions in the chat. Never, ever, ever let anyone unmute. Because if someone unmutes and starts asking a question, they will fucking context overload the entire call. And then 25 minutes of the call is dedicated to them telling how they were bullied when they were five or something. Right. So it's like, it just becomes like a therapy session. So we just get them to put their questions in the chat and then I can get through. I run them for one hour explicitly. So I say at the start if there's any questions you've got that I can't answer in this time frame. You put them in school and they'll be answered that. But yeah. So back to your planning process. Do you use trello? Use mind maps? Is there anything else you use to kind of get your ideas into. Well, this is why, this is why everyone builds courses with slideshows. If you want to do it detailed, you have to use some nice PDFs, because you almost have to think of it like each module is like a book, right? So you know when you write a book you've got start, middle, finish, right? It's kind of the same thing. If you try and do that with slides, like it's, it gets way too complicated. Like you try and teach like fucking like scientific method, natural selection, evolutionary biology and shit in slides, you're just gonna get across. And if you build it in a PDF like this, it's linear, it moves down. But if you build it in slides like this, it moves across. And then you've got to go back to this point to explain point number five and it just gets really complicated. So the way I build, like give you an example, people get really confused by this when they get in, but I tell them to sort of sit around it. So, for example, with iterative Darwinian attraction, which is like the scientific method, it starts with an idea called common descent. And I set people up for this in the intro, I'm like, look, there's going to be videos in there and you're going to think, what the hell is this? But it's like the karate kick. Wax on, wax off. It's like, why are you teaching me this? Or I'm going to kick you and you're going to block it. I'm also not going to kick the clients. You get the point. So you start with like the very first thing. And then once I've like. Because usually when I started iterativism and attraction, I was like, I need to teach natural selection. But I was like, in order for them to understand natural selection, they have to understand common descent, then they have to understand descent modification, then they have to understand natural selection. But if they understand that, they have to understand what to mean fitness, which is like the term used to describe like whether an organism can survive, then they have to understand traits, then genotypes, then variation, and then DNA fractals. So what I'm trying to get at here is that time acquisition systems work in the fractal, which means what works in the micro also works in the macro. And that's how you scale. So to teach scale you have to teach fractals, but to teach fractals you have to go all the way to the first principle. Does that make sense? If you try and do that in a slideshow, you just confuse the shit out of you. So sorry, what do you mean? In your course, you show the PDF, you scroll down and you talk to your audience and they have the PDF, they can know a bit also. Yes, the video is just like. It's just this. Everyone, Charlie Morgan here, and welcome to Iterative. And then it's just me running through the PDF. You're not even show your face on the other. No, no, no. They don't need to see you. They just need to hear you. Right. In every. Have you ever tried recording on.

In all the mujes, you never see your face.

Because they've already bought from you. They already trust you. He just doesn't want to scare them off. No, but dude, like, if you try. No, it's also like, when you're. If you're really in. Like, if you're really in the zone by making like a video and you're trying to think about your appearance, like, it completely throws you off. Like, also, like, I just sit there in like a dressing gown looking, like emaciated. So.

Natural selection definitely haven't developed. So pausing the last four hours, you know.

But it works. Yeah. And I'd love to ask. I think. I think product has been like a big theme.

I'm gonna share this with me, if you are in my shoes, like, with the audience that I have and I chat to David, would you say I should focus in on product or should I focus in on all the other things that, like, as you know, I've been talking about ads and all these other things. If you're in my shoes, what would you do to kind of go from that 150 that you're at to go to 800?

Is Charlie one for your product? Yes, kind of. I've been through it and done for you, sir. Yeah.

I would just do both because, like, I think what you got will scale. But it's a question of how safe you want to feel when you get there. Because I'm in a position now where I can make all this money and not have to do much work. But it's purely because I'm sat on this, like, mountain of pain from building this thing. Yeah. So I'm up here on, you know, feeling great with whether that's supposed to be. But the great thing is I feel pretty good about it because I also know that, like, if someone buys something, they actually get results. Let me just interject on this because I think the product thing is, like, from a sales perspective is you feel so confident about what you build, and that's just so Powerful. It's also dangerous. Yeah, very. Because if you think it's good, you stop trying. It's like, you know how they say, like a father who thinks he's a good father is not a good father. Like as soon as you, as soon as you like think you're it, you just completely fall apart. So maybe to rephrase the way I said it, in that case it's not that you feel that it's too good, is that you feel like you've covered all bases. Yeah. Like you feel like it's good in a sense where I've got. And you're right, there's always gonna be improvements that you're gonna make. Like we had to make me too, because eventually up level somewhat became a little bit outdated. So you have to update it but provided like if you're asking a question because you feel that way, if you don't feel like it's enough, then yeah, I think probably focus there. But if you feel like you've covered all bases and if someone, if you spoke to someone on the phone, you're for sure, for sure you've got everything covered, then that's really important. Well, the reps love it. Yeah, the reps do love it. Charlie, how long is the program? The course videos? Well, total dual wash time? Yeah, it's about 275 hours. 275 hours. And that's not including coaching hours. Yeah. Have you figured out the best teaching framework? Like first principle, then the molitation exercise. Exercises.

What's the point of an exercise to just rendering a goal with yourself. But it's not, it's like you want to apply, not exercise. Is that what you're doing? By exercise do you mean like getting them to like do like test or something? Yeah. You mean something for them to have to practice and just really remember what they just saw in the video. Yeah. See, you don't want to give people too many actions. You want to, you want to just bombard them with a huge amount of like mind shifting information and then just get them to focus on doing one thing. So for example, I'll get someone to go through like fucking 40 hours of content, mindset, app paradigm, all that shit. And then I might just make 200 cold calls a day. Just do one. All I need to do is just do one thing. Please just do one. But if every step of the way you're letting do this, then this, then this, then this, then this, like they just get so bogged down. And what you want to do is isolate the One thing they have to do to get what they want because it's always cause and effect, right? Some wants to get something, they have to do one thing usually or two things and then yeah, we just, I just get them to focus. Otherwise it just doesn't work. This guys into the question because I was thinking, how do you, I suppose by what you said now if I want to get success or if I want to get my first win, right. I Delete. Watch the 2075. No, no one has watched all of it. Are you delineated? When, when do you give them. Now you take action. So it's a very important video. The first video they watch is the most important one in the entire program, which is the introduction. And that's where you set the precedent for what's going to happen and what's going to happen. So I basically make acquisition, genesis and self transcendence completely mandatory, given it's even in the guarantee if you haven't watched these videos. And I can't see like, I can't see like PDFs and stuff that have been filled out and like exercise, I suppose in that element. But if people aren't like completing things, they won't get the refund if they want it. And also what I'm then doing in self transcendence is I'm then I'm emphasizing action. So what happens here is it's like learning, learning, learning, learning, and then it's learning, learning, learning, but it tails off into them actually doing something which is used by making cold calls, sending cold emails and stuff like that.

But I say to people at the beginning, don't be an idiot. Just watch all the content that you should see as the toolbox. You go in and you pick what you need and then you fix the problem and you put the tool down and another problem comes up and you don't get what you need and you come back. Do you operate from the theory of constraints Zen? You focus on acquiring customers. Like watch this to acquire customers. Once you acquire customers, you come back and I got the answer for the next problem. No, not really. Because it's trying to do that with like 700 videos is just rude. Yeah, too much of a maze. And also it's way too binary. There's never just going to be one path someone goes on. So what I want to do is just cover their entire brain and everything they need to know and then just cross my fingers. They remember the bits they need to. That's the other thing is when they come into a problem. So let's say they go through actual Genesis and then three weeks later they're building out a cold DM system and they're out of KPI for something and then they're like, how do I fix this? And then they're thinking, oh, I remember.

Non linear metric management. Oh, I'll go back and watch that video. And people do that and if they don't do that and they come on coaching calls and say like I don't know what to do, I'm like, go and watch this video so I can direct them there and like the traffic towards them, like you want to go here, over you go this way, that way. Because every question they could possibly need answering has been answered in those videos. So it also acts as a good support match. That's the other thing. We don't really struggle with support because people are so busy watching videos.

Two things. First, one is how do you. Obviously that's a big course and when you offer it with just some simple copies and advert, what's the offer? So it's 20 clients guaranteed. This is danger. Another danger is like I could make, I mean like so we've got 275ish hours of content, hundreds of videos. I could make like a 24 hour video on just everything they're going to get. But this is the thing is it's like, it's nonlinear in the sense that it's going to be good for one person. I just have to isolate what does everyone want and how do I position the causes of vehicle for them to get that and how do I position the want, which is big number 20 and that encapsulates the whole thing. It's like if you buy Easyborough, you get 20 clients guarantee, right? And what they really get is like their brain completely turned upside down, their mindset completely shifted and then the appointments start flowing in. But if you tell someone you're going to teach them how to improve their mindset, they normal five because everyone's got too much of an ego to admit them. Why is that public? When do you tell them that though? When do they understand? Once they purchase. Because once they bought you can give them advice. Yeah, this is the thing, like.

If someone, like once someone's bought from you, now you're an expert, now they trust you way more than they have in the house and it's like a Trojan horse. Like once the first payment's gone through, then you can go in and start like rewiring. If you try and do this in the sales process, the ego flies up and you will never close it. If someone's going to buy from us, they're usually familiar with the YouTube channel already. And I don't want to pay a referral person, like 15% when the calendar is already fully booked. Yeah, there's no need.

The 20 clients guarantee. How many people actually get 20 clients? We don't know. All I know is that no one has come to us and asked for an event. So, you know, the thing is, we built a system to track client results. We tried to implement it way too quick. So my advice. So obviously I know the ideal way to build a course is to get 15 customers and then reverse engineer a course from what they're after. What I was thinking was it's industry specific to what I do, which is.

Sales training for caravans and lodges in the uk. So it's kind of already there.

But do you know, they want it because they don't want sales trained, they want what happens as a result of them doing the trick. Yeah. So the course, like you can build the course, but it has to be around what they want. So you know how to do the training. You've probably done it for yourself. Maybe you've sold machine. Yes. Yeah, yeah. So I think you can. It'll probably be safe for you to build it, but the danger is you build it and then you realize that the way that you want to teach it is not the way they need to learn it. That makes sense. So you kind of almost need to like have 10 people and just be like, what do you actually want me to teach you? So I can teach you to sell 100k a month, but, like, do you want that? Are you willing to sacrifice this and that? Do you want to do it this way? If I did it this way, would you like it? Yeah, I mean, I've trained about three people, one to one. Then you probably know what you need to do. Yeah, obviously I need more people to get to understand how to do it better.

If you've done it successfully for free, you can definitely, for three people, then you can definitely build a course, but don't spend more than a couple of weeks from the first version. And then what I was going to say was, so with my offer.

Obviously one of my concerns was that it's quite hard, it's not easy. A lot of people aren't going to be able to do it because it takes obviously some balls and some crumb through the woods and you've got to move, you know what I mean? So what's rubber?

I don't have an offer as such. I mean, so what? One of my ideas of it was to say how I made 144kms. Okay, so your concern is that it's going to be difficult for people to do it? No, the concern, I'm pretty confident that the training will be, you know, the knowledge in the training is going to be a. And it's helpful, it works if implemented. The concern is that obviously I can't guarantee their results because I.

See people. Yeah, the way I got around this because I wanted to include our sales process in part of the guarantee to make sure they were actually doing it. So what I basically have in the guarantee is like, in order for you to qualify, you need to follow the process. You need to make sure you record every one of your calls following the process, so that way you can guarantee it. Don't be afraid to offer the guarantee because this is the thing. If you're afraid to offer one, people will be more afraid to buy it because the confidence has to come from you or the guarantee. There's three places that someone's going to get the confidence to buy from you. It's either going to be your offer, it's going to be you, or it's going to be your clients. There's nowhere else can someone get confidence unless it's from their own ego and they just think they're God's gift to whatever you're trying to teach. And they're like, yeah, you just give me that swear, Levi. Which is sometimes the case. But if you don't have the confidence to create a compelling offer, they will not have the confidence to buy it. That's the problem. This is the first thing we teach. This is the first principle. For example, what do people need to buy from you? Confidence. Where does it come from? These three things. And then we obviously have a four hour video on how to create an offer, which is a story from the day. I love that you said that, Charlie, man. Because everybody's afraid of giving a guarantee. What if you had a market like my own crypto way of getting granted, where it goes. People will understand how to guarantee. So we used to offer a guarantee. Number one, we offer a guarantee. Yeah. We just said to people, trade at least one of the four strategies across six months. Keep a record of your trades so that we can, you know, if you say if you don't work, one of the coaches can check if you're doing things correctly. If you do those two things and you're not proper after six months, we just Fund you. We've issued a small handful. You know.

Think about this on their perspective, not yours. Whenever you're selling or building anything like you build around the market, not around your ego. Not that you've got an ego, but this is one thing I get. Because it's like you can't structure your company.

Because you feel a certain way. It's like you and the boredom thing. Just because you have an emotion doesn't mean giving a sense of that emotion is going to produce positive results in the world. If you behave like that, you're in some. That's what we do like good profit.

So I didn't understand why didn't you have referrals? Because we don't need them. We've never had a problem with callflow and the reason we never had a problem with callflow is because we focus on the product. Because we focus on the product, we can have this offer and I would rather have a strong offer than a strong pharaoh system. Made it. Yeah. And everything comes back to it. Everything. Yeah. It's the biggest mistake I think people make is they don't focus on the product. They spend a couple of days building the course and then, then all they worry about is Facebook. But it's like everything else takes care of itself if you know it. Yeah. Well you of that view from day one. All you've got to do is look at any massive successful company.

Like any massive point, name any successful businesses as opposed to like these massive huge corporations like Amazon, Google, you know, Apple, whatever. They all put up testers. Another example. How do you know that your product like works for people? How do you know that? Because no one asks for a refund. That's the only thing. This is the thing. This is the thing. If you don't, you can't really track customer success in the info space. We tried. We built a system for it and the only way you can do it is by surveying people every week. And it's messy, but we know. So for example, we've got 500 stars in Trustpilot. The main thing I look at is wing posts in school. So we get like 100 win posts a month. But like the main thing, the main indicator that you've got a good product is you don't have a high refund or dispute rate or people aren't asking too many support tickets. So this is the way Amazon does it is the way they measure their customer success is based on how many support tickets are. Right? Yeah. Okay. Because there is not wanting a refund. Could actually Also, well, be that they like the product so much and they like that you have put in so much effort in your product. That's the main thing is it's effort. If someone has to kill you, put blood, sweat and tears into it. They won't feel bad if it doesn't work that well. But I know it works because we've got literally like 17 different systems they can use to get clients. So if someone comes to me and they're like, it hasn't worked, I'm like, well, how many systems have you tried? I tried one. There's 16 more. They're like, oh, okay, you can't lose. You have to. You have to do it. So you literally cannot fail. So people will be happy with not it not working. Just know that it will if they follow everything. So maybe they will not get results. But they would be like, if I followed everything, I would have. Yeah, yeah. That's kind of how it works. Yeah. Because if they can see that it's not there, you can see. So if you buy from me and I make it impossible for it to be my fault, if you haven't got results, you have no moral leg to stand on for asking me for a refund. I'm not that we engineer in that way around, like, trying to optimize and not getting refunds, but if I give you everything you could possibly need and way more, and you still don't make it work, like, we have people, like a couple of very odd refund requests of people who haven't done the work. And I'm like, well, can you show me the data? They're like, oh, my data's corrupted. I'm like, well, show me the, you know, show me the edit history on the spreadsheet. I haven't got that. Show me the sales recordings. Oh, I didn't record them. And it's like, well, how can I give you a refund if I can't verify it's my fault? And as soon as you ask them that, their entire argument falls apart and then the ego goes up and they just go, anyways.

There's not much you can do about that, unfortunately. But it's the main thing for any massive company.

Yeah. So it's not your job to get them results, it's their job to get them.

Yeah. You just need to create the perfect product. Yeah. But it's not. You're not like, you're focusing on the product, but more than anything, you're focusing on the customer. Right. Because, like, if you focus on the customer, that's how you build in the same product. Because you ask yourself, what do they want, what do they need? And you need to understand that better than they do. Because, like, for example, if I know that someone needs to understand advanced evolutionary biology concepts to properly build a lab, they will never in a million years know that. Sort of. So you sort of innovate on her behalf. So I have a 10. I get stuck in, obsessed about the product and be like, I want all the clients to like all the results. But, yeah, you have to release control. Yeah. You have to just build something, just leave them to it. Yeah, because you can't, like, you can't micromanage your client. It's just impossible because you can't scale that. But if you build something that's so amazing that no one can fairly actually do the work, it kind of works.

Tom, do you remember. It's a bit of a different question, but when you were. It was in April, you were running still just.

Organic traffic. Do you remember, like, what the numbers were or like. Or specifically how you're tracking YouTube views to apps, to pools booked? I didn't track any of it because calums were. I didn't read on any of my data because the Callum. I mean, you. You've got a little bit. That's my job now. Yeah, he's got a better grasp in it. But, like, our handles are just always being full, so I haven't bothered. And that's why it's kind of like, if you go to a doctor, the first thing they're going to check is your heart rate. If there's a problem, for the most part. Right. And that's like the main way they're going to tell if you're alive. If you call 909, are they breathing? If they're breathing, then, okay, we can start to diagnose it. So the way I look at my business now is I'm like, all the calendars fall great for breathing, but it's so easy to get lost in all these metrics and try and tweak them and worry about them. But if the main thing sorted is making like, it'd be like. It'd be like if someone's not breathing but you're trying to, like, fix their fungal toenails, there's no point, they're dead. You know what I mean?

I love metaphors, mate. That's one thing I know in the program a lot is make analogies, because when you're explaining abstract concepts, you have to give examples. Otherwise it's like.

Yusuf if you were building, like a phenomenal product, which it very much sounds like you are, you've got to charge like. It's a phenomenal product. Yeah, yeah, I need to. Yeah, yeah. I felt that when I was. It was a time I felt that I wasn't a good coach. And it was more so like the people that I was letting in, like, they just weren't, you know. Sometimes you just don't. Ready to do some shit. Yeah. You pay it to feel, like, comfortable and say that did something about it. And then you'll get people messaging you, saying, I'm messaging you just because I can.

So that's what I was doing. Yeah. Yeah.

Sorry. You said that you wanted to move to just Saudi or bank, right? Yeah. And I haven't told David about it. We want to get rid of that. Yeah. Because it costs like 100 grand a month. And do you still want to be maintaining that 7,800k? No. When we spoke, listening to Cole, he was like, he's only heard of one person.

No.

It'S possible. I've done the math. It's actually possible. 600 grand mug with no ad. Because YouTube. YouTube. He's just crushing YouTube.

And almost killing himself. When the YouTube's that good, the videos are that good. That's a flywheel in itself because views and subscribers. Get views of subscribers. It is possible because right now, if I give you the breakdown right now. Ticket price as well. Yeah. So right now.

So right now, 33% of our calls come from three different sources. So we've got pound which is slept on. We've got YouTube organic, and we've got YouTube ads. So this might account for 400 calls a month. Right. So we get 400 from this, which has always been pretty competitive and pretty average, and 400 from that. So all we need to do this right here. I figured out the other day that our cost per acquisition for outbound is about $1,000. Right. So the metrics work like this. We've got a 60% show rate. It's 50 bucks per call. It's. Our conversion rate is not as good for this. It's the weakest. It's like 8.7%. This is a shit conversion rate. All that means is our average cost per. Our average cost per client per outbound is $1,000. Whereas ads, if we jump over here, this is a 12.71% conversion rate, a 60% show rate. So the show rate is no different, stays the same. But the cost per call here is $180. Right. So for us to get one client from here would be 20 calls. One client from here, we need 13. So our cost, perhaps for YouTube is $2,340, which is 2.3 times more than this now. It means we need, on average, a few more calls. If I can learn to replace this with more of this, my business becomes 15% more profitable. One decision. And that's like, the problem with the YouTube ads is it makes you lazy as fuck. Because, like, we're always like, we want to grow, we want to get more, like, more customers, or we'll just spend more on us, but that's costing us 2.3 times more, which is 33% of our entire revenue. So if you cut away half of that to account for the margin, it's like profit goes up by 15%. And for us, it's less about scale now, so optimization. So I've got to find these things everywhere I can. This is the biggest one right now. If I can replace this with Inbound, which is something we've never touched before, like using, like, Facebook posts, Twitter, Instagram, shit, then I become a million dollars a year more profitable. So the reason I moved to Dubai, I was thinking, like, how do I. Like, how do I grow my business by 25%? I'm like, how do I just keep 25% of money? The answer is Steph, by the way. Buy from her. When you say Albon, what do you do? Break it down. So we've got a couple of systems. This is the great thing about, like, because obviously we teach all this stuff, so we're on the front lines. And it's really important to our clients that we keep getting our clients to wrap on, because as soon as we stop, there's a car.

So we do. We have cold DMs and we also have cold emails. So I've got my best friend, this guy called Will, who I hired to do an appointment setting for me. He was looking for a cleaning job in a supermarket. So I was like, can't just do some setting for a bit and find a few. Anyway, he crushed it. So he now manages a team of fly assessors who each have an average ABR of, I think, like 4%.

They use. Don't tell Jesse they use school in their setting. But we have Facebook, we have LinkedIn. We've also got a Facebook group which we don't use so much anymore. Then sometimes we don't use school. If Jesse's in the room, we do. He's not.

We also have some Twitter stuff that Happens. But it's like a bit of a machine. Like, it's a lot. There's way more operational complexity with that than that. But it's like twice and. Yeah, I don't think that would be right for you, though, because this is like, targeted only for existing users. Wouldn't work for B2C. Yeah, that's what I was saying. Would it work from B2C? I don't think so. Maybe.

With busy professionals. Absolutely. You pop on LinkedIn, you find CEOs and directors you can find. So if you're teaching people to start YouTube automation, they're much harder to find. So we have the DM and then we also have an email thing, which is where we basically just send them, because that's our bread and butter. That was the genesis of the entire product, is using Zoom outreach. So as soon as we stop doing that, we can no longer teach it. Because there's like. This is the problem with outreach methods is, like, what works now will not work in three months. So right now we've got this problem where, like, Google's now asking people to verify phone numbers to create Google workspace accounts, to send their emails. And Skype and high level don't work anymore. So we've got to find a solution. But it's because we're doing it. We found that solution. Now we can teach to our clients. It'd be like, did you have any YouTube channels yourself? Yeah. Yeah. So who stopped running those? It would immediately disqualify as a teacher. Yeah. To a degree. You'd be able to teach it for like two years and then your knowledge would be out there. Yeah, yeah. That's the problem. You have to practice what we preached. That's. You said this last month, the last month. I remember you said that he said to me, like, will you trade anymore? I was like, no. He was like, 10 years. Yeah. And that's eventually. And I was like, I will set. Yeah. I was like, you got a couple of years left before it catches up with you. It's like Sam, like, not running in the service anymore. Like, Quantum eventually became, I'd imagine, less valuable as his knowledge and he wasn't on the front buyers. Yeah. It's not good to perceive it like that. I still buy it. I didn't, stupidly. One more question. If you have already 400 hours of content to make this in your course, what do you give on YouTube? Is it the same content or something else that you can't just water it down? Yeah. Because people don't mind. So like one of the videos I worked on this week is like how to build Collaborative Systems. And it's like a summary of like some of the stuff in Axis and Genesis, like systems thinking and stuff. So like it was basically there's this diagram that talks about systems. Anyone that learns and will understand this, you have inputs, you have outputs, right? You have in the middle, you have processes, you have feedback and then you have the environment. Right? And this is from Daniela Meadows in Thinking in Systems in her book where she basically explains what a system is and how it operates. So this is like one of the. This is the first principle. This is something that if you want to understand, like how to build client acquisition systems, you have to understand systems, which is this. You have to understand climate acquisition, which is the psychology. So you have to merge it all. So anyway, I made a video on this and it's taught in haptic Genesis, but inactive Genesis. It's a three hour video, but on YouTube it merged out one out. Yeah, it's just I don't talk about throughput, bottlenecks, latency, et cetera, et cetera. But like Most of my YouTube videos, like the ones that I made up until now, I haven't been much talking to them. I just like sometimes I just turn on the camera and start chatting. Shit. How are you about the growth of. Sorry to cut your face. The growth of the YouTube channel because it sounds like it started off as like an energy outlet thing. Now it's become a. No, it wasn't. There was no energy out. There was always a business. Okay, fair. Yeah. It's only recently become more of a way for me to actually have something to do. So how did you grow your channel organically?

Okay, so.

This is what I teach in the program.

It's just value and body. So like what is value? This is another. This is another first principle we defined in program. So value is created when pegs are levated.

So what you have to do, value equals pain alleviation. I like it because it rhymes. And when I came up with it, I was very proud of myself. That's new thought, wasn't it? But what you have to do is make videos that remove pain from people's lives. There's two ways you grow online, at least from my understanding that's a very limited one, is you either entertain or you alleviate pain. That also rhymes. If you look at MrBeast, he's not removing people's pain, although he might be 10 minutes whilst you watch this video and forget how shit life is. Right? But he's entertaining, but if you look at Paul Mosey, he's actually like, he's making a video that by you having watched that, you're one step closer to your goal. So whenever I make videos, I'm always asking myself, like, if someone watches this, are they in some way shape or form closer to getting more than one? And if they are, they're one step away from the pain of their current situation, which means you're creating groundwater. So I've done, basically, up until literally the last month, I made three videos a week.

For two years.

That was how I did it. Some of them flopped, some of them did really well. I never put too much thought into it because all my thought was going into the product. But it was also like a Chinese water torture thing. Like, people just couldn't get rid of me. And the other reason that the YouTube thing has done so well for us in terms of appointments is because every video has had the same call to action, the same description. Watch any of my videos, you'll see the exact same CTI. So now I've got like.

400 videos online. They all point at the same funnel, and they're all getting like 10 views a day. So you add that up, that's like 4,000 or 5,000 views a day, and it's all going back to the funnel. And that will never go away because of the way you should work anyway. Call to action. Every video.

In the actual video, do you do a call to action? Yeah, but it's so soft. People don't know. I literally say at the end, there's a link in the description if you want to buy my thing. I truly don't care if you click it or not, but. But if you're interested in how I can help you click it, I don't give two shits if you click it. I'm. Goodbye. That's how I pitch every video. Every video. At the end, right? At the end. It's five seconds at the end. They don't ask a subscriber anything. They don't care about subscribers. Do you think that would change if you moved it? Because, you know, people drop off, right? Do you think if you moved it even to the middle, it comes back to the question of, like, how does it fully look? So I don't want to change it because, like, I could optimize it and I get in, look at metrics, but, like, are we breathing? Yes. I don't want to fix the tone, you know. In your videos, do you only focus on the value and the message or do you also focus on what it looks like?

The background is nice. The quality is beautiful. How do you start focusing on memories? So, like, if you look at, like, I'll show you a video of me, Millie, Zbro, sky, you get an idea as to how unhealthy I was. I will say this, and something I'm gonna try and do is go back to, like, you want YouTube not to look like Netflix. And I think that's the problem I have right now. I've lost a lot of authenticity in my audience. Like, something I've been realizing is you're trying to do too much. Like, what Will was saying with his video. People want that. People want to turn on a video and be like, I know this guy. I'm watching. Like, for. Mostly you see his old videos. Like, that's what YouTube is about. It's you. And that's what I'm gonna do when I go back. I'm gonna reduce all friction or try to reduce it as much as possible and then throw a little sexy on it at the end. That's minimal.

So what you're saying is, I've made you better on YouTube.

Him. With my 400 subscribers.

This was me a year ago when I was midfield. As you can see, I leave a lot to be desired in the look. Oh, my God. But that's the point is it's not professional. It's like, the more it's just like, what matters is the words you use. People resonate more with those videos. Now is a dark place, man. Yeah, they do. It's like, anyone watching my graduate? You can't be here. Yeah. Are they scripted or freestyle? No, the new ones are, but the old ones were just like, whatever I wanted to say. Any other questions for Charlie, guys? Yeah, one last thing I was going to say was you said you wanted to do outbound. No, Inbound. You want to move to inbound? Yeah, we want to replace ads with inbound. So I don't have an issue with inbound. Technically, they are inbound leads, but we don't need binary. So, like, the thing that I want to be able to start building out is, like, I'm sure you've all got a Facebook newsfeed, right? You know, you see those giveaway posts where someone's like, hey, if you comment me, like, I won't kill your family, then everyone's like me, you know? Yeah. So they get a bit dark, isn't it? And then. Yeah. Then from there, you set the appointment. And then also using my Twitter and Like Instagram and stuff.

You want to be able to like.

If you want to chime in when you go first. I'm about to head off, so. Okay. Well, basically another question I had for the goal of today is to go through like launch plan, a six month launch plan. So I thought you'd probably be very qualified to kind of go on and comment on that. For my offer, I was kind of going through some iterations of what I wanted to start offering. I don't have a current offer right now, so I spoke with David and Raz before and we were speaking about the possibility of.

Growing my knowledge in what I do in my business, which is kind of like workshop style trady to basically to offer to tradesmen in the UK the ability to create systems and standard operating procedures. And the problem you've got off the rip is they work resume. If you say standard operating procedures of trade, they'll be like, what the fuck is that? So you don't make sense. Right. Like even if you use the word system or process, they won't care. So you're probably along the right lines, but you definitely need to think about the message. So if I say to you I'm only having good sops, you get all excited because you know what they are. But. Sorry I interrupt you. Yeah. So the kind of essence of the course is to find a way to pack my knowledge into a package that could help people take their skills, create a business and then remove themselves from that daily life so they can have more time instead of just making more money all the time. So that's kind of going on. The story that I've done in my business, so for context, is that I created a campfire conversion business and learned a skill and created a team and then removed myself. So this is what I would do if I was you. This is what we did, is just start with one problem, solve like one thing, and for them it's probably become acquisition. This is what we just. Because Easy Grow now solves like 15 different problems. But you're going to build this thing and then like 80% of the people that you need and then they're going to be like all confused and shit. Just focus on what. What's the most painful problem you can solve? Well, I think as a tradesman, it's their time management because they don't have a shortage of work. Yeah. So what you're trying to help them with is labour. Yeah. Solve that problem. If you solve that, that's 80% of the labor. That's where the Value is because their biggest problem is I haven't got the time to do the jobs. And you come in and you say, hey, I guarantee I will place a qualified labourer for you in an Instagram for six months. I'll give you back all your money. Hair results bad. But if you come at them and you come over here and you're like, I'm going to help you build SOPs, then we're going to talk about time management and then we're going to talk about systems and then we're going to talk about processes. All I want to do is fix toilets and make more money doing that. So if you just focus on one, then it's much easier to build an offer out of one thing. It's like you look at EasyGround, which is 20 clients, but it's like this whole mess, right? What you're saying, Charlie, for him is the hook. The hook is the main thing that they're focused on, but when they come in, there's a whole heap of other things that you need to solve in order to get into it. But I would still just. Yeah, exactly. It's kind of like the paradigm thing, right? Maybe, but I would just solve that and build your course around that first. It's just easy.

Try and solve five problems for someone before you solve one. It'd be like if we tried to solve my tax problem before you even make them up.

What type of problem would somebody who isn't looking for my industry have where the hook would hook them in? Well, it's whatever is the most painful. Because remember, value is created when pain is alleviated. So business is a transaction. You want money after your value. How do we create value? Remove pain. How do we remove pain? We find the most painful thing you sold for. Yeah. So it's making money. Well, that's what it is for them. Yeah. For his clients.

For you guys, it's actually figuring out how to offer. That's what you think. If that's solved, then value's created, pain's mediated, will make certain money, right? Yeah. You're in my job for me. So a quick six months and just like five. I think you need to remove this six month. Okay. Where's the six months from? I don't know. It's just on blockchain. This is the thing, like you have to. If you're starting. Most of these time frames that you're creating are arbitrary. They're not rooted in critical thinking foundations. They're just wrong. No facts, right? Absolutely. Like if you, if you. If you think it's right? Like, why is it right? Is that what the market wants to hear? Do you know six months resumes with them? Do you know that's what they want to buy.

In my action plan here to go away from this? Right, so you're not doing. You're not pitching six months? No, I'm saying about my next six months. You know, how would I structure? I would just think, how did you go through that process, basically?

All right, so I would timeline it. This is what Beau and I do if we ever need to fix a problem. So what do you want?

Launch the course and scale it to 100k. So you want 100k, right? So what you need to do here is you start with the numbers, you need to reverse it back. Right? So what do you want to charge?

Okay, well, let's think about it. So you want something probably relatively high ticket, like five grand. We'll just throw that out there. Right? So that means, you know, 5K. Let's just arbitrarily pull that out for us. Because they need 20 clients, right? So you need to figure out how to sign 20 clients. That's your goal.

But so in order for you to get 20 clients, like, now we can. Now we've got an action. We need 20 people, right? So here we've got the acquisition.

So we can bring it all the way back to the beginning. So what do we have to have to have a client? We need an appointment. Right. So now we can start thinking about this a little bit more critically. Like, how do we get to the clients? Well, let's say we've got a 20% sales conversion rate. Right? Someone help me out here. It's been a long day. 4. 400. You said 4.

If you've got 20% sales conversion rate and to make 20 clients, what is that? There's literally 100. I'm being absolutely correct. Right, cool. So you need to figure out the 100 points, right. And then if you want to figure out how, the. There's obviously the show rate thing in between there. So you probably actually need to extend this to like, 130. Right. So that should be your goal is like, how do I get 130 accordingly? Right. But in order for you to do that, you need to have something to sell, which is obviously what we're trying to solve at the beginning. We know we need to have it at relatively high price. You need to go to the first. Right. You don't want to be loading it. So what do you sell? Well, you sell a solution how do you find a solution? You find the problem. You define the problem as the labor. So it all starts back here with the labor. And this is why a product is first, because if you solve this.