How to scale from $80K/month to $350K/month in 103 mins

Okay, Tom, I appreciate you letting us do this by the way, man.

It's cool, mate. It's a pleasure.

Nice, nice. So let's start with this, right? Just tell me, tell me your niche.

So I'm currently running two main offers and there's different tiers within those.

Yeah.

So.

My offer I've run for a very long time, which I semi removed for a while, but I was like, no, I do like it. I had like a, an attachment to it in some way. I was just like, I'd outgrown the audience I was working with. I wanted to like upgrade who it were. So it was like the fitness mindset life offer. But what I did were I was like, I'm not really relating too much. My energy's not there. Like it's almost a chore. I'm just making, I'm just making content to make money weren't what I wanted to do. Right. And I knew my main obsessions, passions, the things I want to talk about all day are like performing at a high level and building business. Right. So my fitness offer, I turned it into more like a high performance program. So like, yes, we're going to work on the fitness, we're going to get your daily process nailed, mindset, performance. But it's all really used as a tool to make you the most competent version of yourself, your body and your mindset, like if I call it physiology, psychology. So basically we're working on the man in the business, how you operate, how you perform, your standards, your processes, who you need to be, basically making the version of you aligned with the goals you've got, like just bringing yourself up to the highest level. And then my other offer is working on the business. So it's basically like a man in the business offer and a business offer for people who want to build the like more coaching, consulting service. Basically. Do you turn who you are, turn your passion into a business? So it's not a business offer for just every business. It's only if you want to do this type of business, I'll help you with it.

Got it.

Does that make sense?

Yeah, it does.

If I'm keeping it simple. It's. There's a work on the man inside the business and then work on the business. If you run this type of business.

Who, who would you say is your dream avatar or avatars?

Yeah, like there's different archetypes, I would say. So one of them, my, the one who's the best is someone who, like the whale client type archetype is someone who is.

For the elite offer. It's, which is the fitness offer. It's someone who is effectively already owning a business.

And they usually come to me and they're like, Tom, I watch your YouTube videos. I know you hold yourself to a very high standard. I want to get in even better shape. I want to get my daily process tuned in to the nuts. I just want to raise my standards and I want you to get me as high frequency as possible. See my bottlenecks on why I might not be moving. So like for example, I'm working with a guy at the minute who's an E Com guy. He's going for a 5M Q4 very successful guy, but he's just like, I just want to, I want you to help me with like just how I'm operating and these belief systems and everything. So that's more of like it's a one on one fitness program. But we have the weekly calls for 30 minutes and we just go deep on more, more. He's like process and how he sets up his day to just get the most out of him. Maybe he'll be like, Tom, I'm crashing at like 11am in the morning and I'm just wasting two hours. I'll be like, okay, well maybe we work on how we time your macronutrients and it's just high performance. But using your daily process from fitness really as a tool.

That they're usually looking for. They want to be as high frequency and flow state as possible. That's like the desire. They just want to feel flow state. They want to just be like, I wake up and I can get. You'll have felt it, right? You can, you can wake up and you just do so much. It's so easy because you're just completely aligned. You're in flow state and then some days you cannot do too much and you're not really working on the growth stuff. You're not improving physically, mentally, your skills, your knowledge and it's tough. So he's like, there's no money objection there.

Oh yeah, yeah, of course.

And then with the brand offer, it's someone who's probably doing 7 to 10k a month.

So you don't work with beginners?

Yeah, I do, but I'm saying people who, people who just don't flinch.

Yeah, yeah. So it sounds like you've got three avatars. One is the whale client, one is the 7 to 10 ish k per month.

So how I'm seeing it at the minute, I could be wrong. I've Got this program here where we're working on the man in the business. Right. Fit Elite program, which is what you've got there. But then there's also like another offer which is brand, which is just if you want to build one of these brands I've built, which I guess is closer to in simple terms, closer to what you would do.

Yeah.

So I almost see it for both offers as two levels. There's a guy who's gonna have no money. Objection. He just wants to take it to the top. And there's a guy who wants to get started.

Yeah, yeah. So whale client has a business, wants to dial in. It's more sounds like fitness mindset, frequency getting in flow state. It sounds like they already know what to do business wise in that offer.

Yeah. I'm not helping them with the business. They're running a business completely different to me.

Yeah, yeah. That's more just being just on point as a human functioning life. It's life. Yeah. And then just describe to me the sub 10k client, like roughly who are they, what age are they, what's their business, all that stuff.

So the guy who's also coming into like the fitness offer.

But is a smaller level client, he's usually working in a 9 to 5, he's 22, 21 and he may he's in a 9 to 5 or he's working on his own coaching business or he's working on his own random business. But he's just very low frequency. It's just, he's just doubting himself a lot. He's just slacking in all areas and he just doesn't have the standards and the mindset and the expectations and he's not seeing things how he needs to see things. He's not thinking big enough, he's not operating big enough, he's not performing big enough.

So usually like they're going into the, the group program of that and we're just handling that stuff. They all get their program and then we're handling raising their mindset on a group call. Whereas the whale clients are working with me one on one. Just a one on one call.

Got it, Got it.

And then we can say that basically that exact same model on the business offer, it's the same. There's guys who just, they've already got a business, they want to grow it, they're working more like this one on one. And then there's the guys who are starting out and they get a course. Plus let's jump on the weekly call and I'm Going to handle your bottlenecks on a mastermind style level.

Right.

So for both things there's one on one whale clients. Group. Group, yeah.

Okay, tell me the offers and deliverables and prices one by one.

Cool. I'll actually put that on here.

So.

So the elite.

So elite is the top one.

Sorry, Elite's just the fitness offer.

Right.

It's called entrepreneur. Elite entrepreneurial athlete.

Tell me from the most expensive list.

Okay, most expensive is brand Blackroom.

Brand what?

Black room.

Brand Black room.

Black room. How much is that?

It's seven and a half K. Three months.

Right? 7.5 K for three months?

Yeah. All they can do there's a six month price and a monthly price.

Oh, oh, okay. So 7.5 for three and how much is the six?

12 and a half.

So 12.5 K. That's what I would.

Like to be able to just. I, I sell a lot of the seven When I'm selling it, I sell a lot of the 7.5s.

Yeah.

And then some guys are like I can't quite the minute but I want to do the 2.95amonth or whatever. Right. Like the monthly.

So it's basically 7 points.

Yeah, 7.5 is the main one.

Yeah.

A lot of people stay though long term. Like I have people that will have been with me a year. They just keep renewing.

Yeah, I've got some ideas there actually. We'll talk about that later. And what do they get in that? What's delivered.

So they get everything from the tableau, which is brand, which is. They get all the course.

And resources. They get access to those group calls, but then they get.

Anytime calls. They usually just book in once a week. And then if they're in Bali or in Dubai, wherever I am, they'll come around and we'll do more of a thing like this.

Hmm.

Right. So they get the course, the resources. And what are the resources specifically?

Basically all the so certain like tracking stuff I may use in the business. Like just simple stuff, nothing crazy. The course is the value. It's like they can go back self study. I'm adding to it all the time.

Yeah.

Like if you think yours, obviously I've paid for yours before. Right. It's just my mechanism, my organic mechanism of a course to get to 50k a month with no sales calls, no ads. Like just basically create an organic business where you've got a very simple one man business to 50k a month. I'm not teaching people beyond that.

Yeah, got it. So course resources, anytime one to ones with you.

Yeah, yeah, yeah. And what else on top of that, the people who are here, you know, if you want, if you want to come train with me in the morning, Come train with me. Yeah.

Sometimes I just say, look, anyone who's in blackroom, who's in Bali, out for dinner, on me.

Nice, nice.

And it's like that. Like sometimes I booked a villa in ULU for a few days. I invited them all over free. Like it's just close proximity.

Yeah, yeah.

They're paying more for being around.

Yeah.

And then really can obviously go deep on the bottlenecks a lot more like personal review in their stuff.

Yes. All right, got it. And what's the next one down?

Brand.

And this is called just brand.

Yeah.

And what do they get in this? And in fact, sorry, what's the price first?

This is 1.5amonth.

Yep. Or they can do 3.75. Three months and five and a half. No, six and a half. Six months.

So 3.7 for three months or what did you say? What did you say? 6.5, 6.5.

For six months.

Cool. And what are the deliverables in that?

That's they're getting the course, the resources. I give them one a one time call with me. But I usually say deploy it when you want. Don't just do it on day one because you've got the whole course to go through. I probably go through at least four weeks of group calls. And then if you really want me to help you like now just fine tune the end of the offers or whatever. Just book in a one on one. So they get one time one on one call to use whenever you want. Yeah, it's like a bonus really. It's like an add on. And then they've got the weekly group call. So there's one call a week, 90 minutes long. They all jump in and I basically just go through everybody and spend as much time as we need. I go through what's everyone's wins, bottlenecks. And then I almost just make a custom coaching session on everyone's bottlenecks and record them. They also go into the course every, every week. If there's something new that I'm seeing, I'll film a video, put it in the course or as and when I think something needs to go in. Yeah, and they just get access to that.

Got it, man.

Occasionally I do like a re offer and it'll be like lifetime access. These guys just have access whilst they're in.

Okay, so brand black room. Brand. What's Next.

Then it's the, just the performance program. So it's the high ticket fitness.

Which I call Elite black room.

Elite blackroom. Yeah.

Right. So yeah. So this is.

And what's this price that dude, this.

Is 1.25k a month.

1.25K a month? Yep.

3.53 months and 3 and then 6k 6 months.

These calls are like 15 minutes. 15, 20 minutes. Sometimes we don't need them every week. Sometimes we'll do 30 minutes every week. It depends on the individual. I allow up to 30 minutes but it's not like one to one. Yeah. So these guys like for example, let's say you were in it and we're working on body and performance. Right. It's like a check in but on a call. And sometimes it might be like, I'm cool, I'm cruising, don't need one. Some weeks it might be 15 minutes. Okay, where's everything at? How's everything responding? Yeah.

Some guys literally just buy that they get the program and they don't want anything to do with too much to do with like the physique updates. They're just like, I just want proximity and it's just like 15 minutes, 20 minutes a week of close proximity to Tom.

And what was the six month price?

Six.

Six.

And then the one below that's just called Elite.

So sorry. So the deliverables for that is the.

Course and checking Course, course, custom programs, Custom.

Basically Custom daily process, habits.

Training, nutrition.

Yeah, it's like a custom plan from you. Yeah. And then checking calls.

Yeah, exactly.

Yeah. Got him up and then the one below that.

Elite.

Yeah, this is making sense now. And then what did, what's the price of this?

350Amonth. This is more my scale by volume sort of product.

Yeah.

350Amonth. 903 months.

1600 six months.

1600.

Six.

And this they're getting the course on what I call like the entrepreneurial athlete system. It's going to their morning process. Mindset alignment shows them everything they need on training on nutrition habits.

Optimizing things for productivity as an entrepreneur. And then they get a program as well, a set of habits and then the weekly mastermind calls. These guys tend to be usually.

Self employed or 9 to 5, making less than 5,6k a month. And they're really just looking to break out the block so they can move to places like Bali and Thailand and just live a higher level entrepreneur life.

Give me two seconds. I just want to blow my nose. I've got a bit of a cold. Give me two minutes.

Or else the recording is going to sound really sniffly.

Right. There we go. Cool.

Right?

So that, that, that, that, that's the. There's no other ones, right?

No.

Are you sure?

So for me it's like there's two offers and there's two. There's a, there's a one on one and a group with both.

Yeah, yeah, yeah.

Cuz you have to articulate if someone hasn't seen it before. To me it's so clear, but it's.

Yeah.

I always feel like I'm dragging my heels explaining it.

Yeah. This is nice because I'm kind of like an outside use case today.

Yeah.

So basically one to one group then this is more for fitness and mindset and performance and this is the cheaper version of that, basically. Yeah, yeah, yeah.

The top one we're gonna go like it's, I'm gonna show you how to build your business. I'm gonna show you how to improve your sales. I'm gonna show you how to make your content.

Yeah.

If you want to sell your value online. The other one is I don't care what business you have, but if you know you're lacking as an individual and you could be operating on a higher level, we're going to get you tuned up to a much higher level.

Yeah, yeah, got it.

So the top one's not like, I'm going to help you with the econ business.

Yeah, yeah.

It's I'm going to help you with this type. The other one is I don't care what business you do, we're just going to help you. The individual and the desire like instead of it just being. We're going to get you in shape for your holiday. I'm speaking to always guys who are business and freedom focused.

Let's come back to avatars for a second. So whale client, we know that sub 10k self doubt mindset standards. Just tell me, is there another avatar and is this one clear enough?

No. So I would say I almost see it like an avatar per offer.

So if I was talking on brand Blackroom I'd be like, he's usually making.

6 to 12 to 15k a month. Call it 6 to 15k a month.

Sometimes.

Guys, I've had guys come in at 30k a month and they hate their business so much. They're just doing just the very old way of coaching I would call it in my marketing and they're like, I just want to have everything like set up like your day. Like you've got so much Freedom, it's very scalable and they just want, they don't want to make more than 50k. They're like I just want to get to maybe 40, 50, but just have such an easy business and it attracts guys who have made 30 grand a month.

Who are already in coaching, consultant, etc. Also people who fall into there are sometimes guys who are in a random, you know, like I had a guy who's, he had an econ business.

Yeah.

And he was like crazy on just.

Spirituality and stuff like that. And he wanted to build an offer so he'd already sold a business for seven figure plus and then he was like I want to build an offer now that I love doing because I made all my money there and I hated it. Now I want to do what I love and I've got the money and I want you to show me how to do it from the get go. And I can, I can go.

Got it man. Got it. To tell me that same thing but for this one. Next.

Yeah. So that is someone literally who wants to start a coaching business.

So they're making zero.

Yeah. Zero to two and a half K then if they're full time online, they're barely, they're not living this lifestyle yet.

Yeah. So 0 to 2 ish K per month.

Yeah, zero. I would say 0 to 4.

Yeah, yeah.

But it's similar. 2 and 4 are basically the same thing.

And what do they want?

They want to be able to be, they just their goals. I want to get to 10, 15 grand a month.

They're the 10k people. Yeah, yeah, yeah.

They want to be able to come out to Bali or Dubai, have a nice apartment or nice little villa and order all the meals from where they want to order them from and not even have to think. Whereas we wouldn't even think about that thing.

Yeah, yeah, yeah. And tell me that same thing for this one. Next.

Multi, six to multi seven figure guys.

Also these are even bigger than that.

I'd argue most, some of them are making ten grand a month. I would say it's the same and beyond because some of them, if you think about it, those guys with the coaching brand, right. Who have already got a coaching brand, I'm not helping people make seven figure months. I've not done that with this type of business. But they're wanting to build the body and the mind and everything. But they're just a high ticket person.

So like he may have an econ business but he's in average shape and he's like, I want to Be making millions. But I want to be training how you train.

So they've got money. That's no problem.

I got money. Yeah.

Yeah. They just want the body.

They just feel like they're. It's almost like the angle of you can buy the Rolex, you can, you can, you can get the car, but you still feel like something's missing because you still know you've not actualized all around. And on top of that, you know that. Would you agree that if I said to you we were going to raise your standards every day, we're going to get you in even better shape, people would respect you more, you'd respect yourself more, you're going to have higher energy, you're not going to crash as much. Would you agree you'd make more money?

Yeah. Yeah.

That's kind of my angle.

Yeah.

No, usually they're missing a gap.

And they want to raise. They want to fill in the. They want to fill in the blanks.

Got it, man. This. This is. This is really helping me understand this now. And give me the same for this final one.

He's typically working in a 9 to 5. He doesn't have too much clarity on how he's going to achieve anything, but that he wants to achieve in life. He knows he's destined for a lot. He's got that feeling that he knows he's not supposed to be where he is, but he is just thinking and believing and habits and actions of every guy back in England and in America. He's just gone to uni. He's got a job. He might train four times a week, but it's kind of mishmashy. He goes out a little bit.

Dude, I think that's perfect.

And he's like, I just want to be able to somehow get to your level. But the first thing I need to do is just start fixing myself.

Yeah.

If I think of my journey, yeah, I was in a 9 to 5. I started training, started getting my nutrition dialed in. I built a good physique. Then I had the confidence to see what I. And clarity on what I want to do. Because I think when you work on yourself for a period of time and you do hard things, you're like, ah, I believe in myself to make the first jump. And they're seeing it as like, the first thing Tom did was he just got in shape. If I do that, then the business makes sense. Ask her.

Got it.

And a lot of guys go from elite to brand.

Well, this is. This is one thing I do like setting them up.

They're like a step up. Not all of them.

Yeah. So tell me about the funnel now. How's the funnel work?

Social media. So my Instagram is speaking to pretty much everybody. This is one thing.

You don't want any ads?

No.

Just Instagram and YouTube.

Yeah, yeah. And then do email.

And how many do you have on each platform right now? Subs? Yes.

Subscribers. Instagram. 56, 57K or something like that. Yep. YouTube 4.8K.

Yep.

I actually just made a new business channel.

Good. Because we'll get to that. We'll get to that.

Just to jump in quickly. That was causing issues in terms of I'm making a thing on this and then I'm making a thing on this. Right. You YouTube hated it. My views went from 2, 3, 5K a video to like 200.

Yeah.

And.

I, I was holding back on some of the things I could say with business because I'm like, I'm giving away stuff to the people I'm selling to here. Right. And it was contradicting. So that was causing a big clash for the last six months in my mind. And I was like, I'm just gonna fuck it. I'm going to zero. I'm starting there. I started that three days ago. I've already sold two people from a brand new channel. 40 subs. Like only had 300 views on three across three videos in three days. But like people, they're like, oh, this is the stuff I've been missing. I feel like I'm in flow state with that. So that's brand new. And then email is like 3,000 people.

On our zone.

Which is basically just anyone who's applied before.

Yeah, fine. And then from those. Are you going to like message me on Instagram or a foot of ESL or.

The funnel then goes to. There's a elite landing page and a brand landing page.

With a vsl and then they're just application, pretty simple application into.

Name, email number. I WhatsApp them, close them.

I have sold people in many other different ways.

But this is my main way.

Cool. So they go to two different funnels.

Yeah.

They then go to a like a type form application or something.

Pretty much, yeah.

Yeah. And then when they apply, it's free to apply.

Yeah.

And then there's no call.

No.

You WhatsApp them and close them.

A warm.

Yeah, yeah.

And I create my content. Just installing buying beliefs as much as I can.

Do you ever have a call with him?

No.

For the guys who do Black room, I definitely could do if it's straight into black room. I would definitely. I think I would close more, but. And brand potentially elite. No, I would never do calls for elite.

Yeah, that makes sense.

This is the contradiction that's gone in on my mind. I'm like, for elite, where basically I sell up to six and a half K. I have never done a call in that and I've never needed one.

Right.

If someone knows. If someone's like you and you're like, tom, get me in the best shape. Let's just dial everything in and let's get me psycho on my routine and fitness. You don't flinch. At six and a half K for a fitness, it's just like, yeah, let's go brand. There's a little bit more. But then I'm telling them how to build a business without sales costs.

Okay, now let's talk about problems next. So tell me all the problems that you feel like you have.

My bottlenecks.

Yeah.

The main one was how I create such potent content for the brand audience and the elite audience and on YouTube. Now I've split that. So I feel so much more aligned in terms of I can just speak to the elite and speak to the brand separately, even though they may cross paths down the line.

But Instagram, how I speak to how I set up my Instagram page, which facilitates both, is a bit of a friction I've come across at the moment.

For sure.

Let me just think about that for a second because.

You need a splitter.

Right.

I'll do a to do list. All right. So these are things to do and think about. So to do.

List. Right. One is a splitter.

DSL.

Into.

A. Oh, God, what's it called? A logic.

Type.

Right, we'll talk about that in a minute. Forget that for now. So. So problem number one is content that produces sales.

Yeah.

Problem number two from there, as of.

Now, the VSL, like KPIs, they're doing pretty well on terms of. They're doing like 5 to 5. 13%.

That's good.

That they're good. Yeah. To be fair, because. And it's warm and I've been selling the fuck out of them in YouTube. So I had, I mean, I've had. I did a.

The.

I did a re offer on brand and that was 13% on a sales page at 2 1/2 K. That's good. So it's, it's mainly then the sales process after the VSL for the brand clients.

Sales process.

So how. I'm closing them. Right. Like I, I could. I'm getting Way more applications than I'm closing for brand. Whereas my elite closing is very high. I'd like, I would never put a call in. My logic was this one like for a 1.2. Like what is it, 1.5k a month doing calls for 1.5k a month. It blows my minds. I'm like I can't do that. So it's put closers on chat for me and just let them nurture them around. Or do you do webinar and just. I've seen a lot of the people in the US just drive everyone into this huge webinar and just sell the shit out of people.

I'll put that on the list because we can talk about that actually.

So.

This is why today. I think it's going to be good because I've got a lot of ideas and there's a lot of routes but. But it's more like clarity in your lens because I mean there's the. Is it Jason Fladlan, the webinar guy. Yeah, he pushes that route a lot. And I think with a high ticket, but still a scalable high ticket, like brand could be a, could be a good option. Obviously I'd have to build competence at that.

We'll talk about that in a minute.

Okay, that's another idea. So, so let me just get clear on this second problem. So the problem is like is sales process closing more people.

Brand closing?

Yeah, yeah, yeah, yeah, yeah. Okay.

I think especially with this new YouTube channel now.

Like there's already been five applications with a new channel from zero subs in three days. Like I feel like when I can actually speak on what I want to speak on applications come it's having a systemized process now to get them ready to buy. Like they would be with a Lee.

So sales, I feel like the lead flow isn't too bad like that vsl. It's the actual selling.

Obviously it might dampen for a little bit on a brand new YouTube channel, but I'm not worried about that. That'll skyrocket.

I actually made a list. Let me have a look at what I wrote down.

Yeah. So problem number one is content for sales. Problem number two is brand level closing. Sales process.

Yeah. So I put on here priority bottleneck is a sales process that can do six figure months on a higher ticket brand program.

Let's, let's cover that as well. Right. So I will. Let me write this down here. So you said the goal was 350amonth.

Yeah.

First goal. I mean my North Star way beyond that but for now, I want a business where I'm collecting a lot of cash, but I also want it to be a compoundable business. So.

Let'S say every month we do 200k cash collected in upfronts from like black rooms and stuff like that. Let's say I want at least 100k in my business asap, in the monthly recurring payments. And that can compound. Then if I was to add to that, it's gonna keep growing. Even if I close the same amount of clients every month, I'm gonna grow. Whereas when I've done 100k months, that's not a growing model because it's all up front. And that for me is going to come mainly from the brand, the initial brand program. And that's like, how do we keep adding to those. 1.5k is so accessible, right?

And especially when you get in them quick wins. Most of the guys are making a couple of K in the first couple of weeks, so it's paying for itself. I just need to get them in.

Client wins.

I'll set them up with like a good offer from the get go. And they're making money.

Each funnel. Right. Talk about that in a minute. Right, so that's one. What, what other problems slash bottlenecks do we have to put on the list?

If any got here?

In my eyes, it's how I best use my Instagram. I wrote on here.

If you were me, with my personality, my skill set, my accolades, and I'm interested in helping people, like, be the man in the business and also people who want to build one of these businesses, help them. How are you positioning yourself if you're me, with who I am? Because obviously everyone's a different person, but with like your market and expertise, if you just look at me, what do you think? Like, if you were me and you had to go, right, we've got to get to 350k a month asap and you're me and I'm a puppet, what are we doing?

That's a really good question. Let's use that.

Because I always find, like when I'm working with clients, I can be like, well, this is what I would do. But I know we've got to position you with who you are and where you are right now. Different, Right? If you're me and you look at me and you're like, I can just jump into Tom and I've got to run, but with what I know, what are you doing with me?

Right, Let me think. So, bit of psl monthly precursor webinar calls it for chat retard.

Massive financing. And also what else? What else I would test.

Another problem we could put on there is just your expertise with getting more traffic on YouTube.

Yeah, traffic's always one of those things. You can have traffic but more traffic is not going to harm. And I could definitely have a lot more traffic.

Yeah. Right, well. And in fact I'll put it on the list so I don't forget actually as well. So.

Okay, now let me answer that question first. So one, one thing that I like to think sometimes is if you sold me your business and you went away and I had all this, what would I do to grow it? I really like that frame of thought. So you go away, this is now my business. And what roughly how much you're doing per month cash right now?

Last month lower 60.

About 60k.

US yeah. UK.

UK it's about 80. So last month.

I don't even know what it is.

Us to be fair.

Quite a big difference I think with the exchange at the minute. But yeah, I mean I've had months from 40 to 100.

But my issue is on the high cash collected months.

It's just been. Just wipe out every single lead in there with a crazy RE offer. And for me it's been on like I'm relaunching this, but how many times can you re. I need a business that's gonna keep growing. I can't just keep relaunching.

Brand. Yeah.

Cause when it basically I had brand before and it was just a group call and I basically built out this whole course which took me ages on exactly how I've done it.

But now it's the system.

Right. So let's think about this. So you're doing say I think long term you're probably doing about 100 ish per month USD cash. Roughly. Right. And you're closing without a closer. Got these offers I had someone in.

But just over time weren't a fit, had to drop them out. And this is why my sales have come down massively in terms of I'm trying to be there, creating content and working with one on one clients.

I don't want to be doing one on one sales even on chat too much. Unless I get an application. I message them and in five minutes they're like yes, send me the link. There's leaks in that process massively. And time zone as well. Now we're at like eight hours. If they're applying from different time zones, it's like I've got a few hour window to close these in chat when they're hot.

Yeah.

And if they're like a 6 out of 10 lead, I know there is a way they could be closed, but I'm only closing 10 out of 10 leads at the moment.

What? What? What? What? 10 out of 10.

10 out of 10 leads in terms of. They are a 10 out of 10 quality.

I thought you meant you're only closing 10 out of 10 total.

Tom, I've seen your stuff. We need to go. They're like bleeding at the neck sort of. I'm gonna send you some money.

Yeah.

This is gonna help so much.

Okay. What else? What else? Do you have 12 month offers or does it stop at 6?

There is 12 month offers. Most people don't opt for them though, if I'm completely honest.

Yeah.

Do you work with any financing companies?

Dubai? No, but I also have a business which I run money into in Hong Kong. They can do klarna. So I have some people that do klarna but most people only get accepted. A lot of the people only get accepted on.

Sub 2k.

Okay, where are most of your customers? US. UK.

US, UK. Bit of Australia also now with the brand stuff. Like the guys who are doing three game on. They're in Bali, Thailand, some of them. But my elite, they're all in the UK and us.

Let me just write that on the list so I don't forget my brand.

Black room guys are Dubai, Barley, Miami. Probably similar to yours, I would say.

Yeah.

I'm glad that we talked about that. Cool. Right, before I answer this, any other problems to put on the problem slash bottleneck list?

Content for sales at brand closing, sales process, traffic. Just if there's any lenses. One thing, one question I was going to ask were.

I have my process of like these are my intentions instead of just saying I'm making a video because it's a good title and whatever. Like, what am I consciously thinking about when I'm making a video? Am I trying to handle objections? Am I trying to build trust? Am I trying to hypnotize people into buying beliefs? Right. Like I wanted to know your consciousness behind when you're scripting or when you're.

Worming your way through a video? Naturally, yeah. What are you doing that you know is going to increase the likelihood of someone coming forward?

That's a good question. That's a fucking good question.

The consciousness inside the content. Not just the content.

That's banging. Yeah, I'll answer that in a second. All right, what else are we putting on this list, if anything.

When it comes to data tracking, what would you be obsessing over the key metrics that we want to see moving as fast as possible?

And then is there any blind spots in this business at the minute that you're seeing where you might be like, do you know what, let's just destroy that and redo it my way?

Or.

Yeah, because I'm.

My business model makes. If you want consistent money, it makes 50k. Anything above 50k, it's not, it's not scaling, if that makes sense.

Ah.

So I'm saying my business model, from what I've found, I'll teach you guys how to make 50k a month. Plus you can make a hundred. Like, I've helped guys get to literally 100k for a month, but like it's, it's cash collected. I now want to make 300, 500, 700 monthly. Right. And I have to shift the business model for me. But what I'm teaching them might be slightly different for that model. They're getting like a freedom, autonomy, business, one man band, or maybe a sidekick, editor and a whatever.

Yeah.

But I'm saying I want to build a business that blows up like a printer.

There's one more thing we need to do before I tell you what I would do. Yeah, right. I'm going to draw mine and then I want to. I want to draw yours. Yeah. Now if you're kind of stuck around 50, there's a bottleneck, but I just want to see where the fuck the exact specific bottleneck is. So I always think it helps to think of your business like a pipe. Right. So for example, the first part of my business pipe is basically YouTube, organic, Instagram organic and paid ads. They all go to the exact same place, which is the vsl. Yeah, that's it. All that traffic only fucking goes to the VSL from the vsl. The only place they can go is to book.

Yeah.

And if they book, they go to a thank you page and then email technically. And then a call.

Yeah.

And then they, they buy. Right. And those are the only elements. There's no other shit anywhere. It is just exactly that. Now just walk me through your pipe so I can, I can draw it here.

So it's YouTube or Instagram. There's so caveat for a second. The old, the old YouTube channel obviously had basically a video and then want to build your brand or want to work on your fitness. And it was, there was two VSL's he could go to.

Yeah.

So what I've done now is it's simple, it's just channel video, work with me. That's it. So there's one place to go. So it's basically social media, YouTube or Instagram. Then there's a VSL.

And then there is a fill out, an application form, a thank you page.

An email.

And then I'm reaching out on WhatsApp as fast as humanly possible. What I did for Elite actually, because this was when I got, when the closer went, I was like, I'm fed up with. This is like low ticket, right?

Yeah.

I'm fed up with like some of the quality here and I know some of them buy from urgency. So what I did was I made a re off for three days, a re offer sequence that I did like morning, afternoon, night. Right. I pulled that and then I put a 5 day belief install and sequence on from when they imply. Okay, so if you applied now you get the first one and I reach out to you on WhatsApp. If by day five you've not bought, you get a one day urgency offer. As if it's just to go into everyone, but it's actually just to you. So I was like, how can I pull any more?

Right, so now my last question for you is.

Where, where is the problem in here? Is it traffic or is it traffic?

We definitely traffic and it's traffic in the WhatsApp.

Yeah, it's either end.

Yeah.

I've optimized data on that middle stuff a bit. I'm redoing the business VSL very slightly. But.

What I did do was I added a bit of frame friction to it. It was a very simple application, not many questions and I was just getting some leads that wouldn't even like sometimes reply when you'd reach out. Yeah, like I had like 18 in the day a couple of weeks ago and like seven didn't reply. I was like, why would you even apply? So I just made it harder and that brought it back down. But then it's better for me now it's like I've got two channels. I want as much traffic as possible. I want the consciousness to get as many people in as possible and sold through the content almost just like Vsle style. And then I want a sales process that works for brand.

Okay. Okay.

Right.

So I really want, I'll, I'll caveat this. I really want the brand to be 75% of my focus. Now they're on split channels. I do, I am happy to go that way. What I couldn't do before when I was on my other YouTube was Make it more brand when all the audience there was elite and it just didn't make sense to them.

Yeah, yeah, of course.

But my new business YouTube channel, I'm going full steam on. Like full steam.

Right. Are you ready for me to start telling you stuff now?

Yeah.

I've literally asked you questions for an hour to get to this fucking stage.

Yeah.

For God's sakes. Right, so I'm gonna imagine you've sold me your business and you've gone away and now it's all mine.

Yeah.

And I've got to grow it to 350amonth. This is what I would do. The first thing that I would do is I would add, I would make a new VSL that's basically a splitter. And in that vsl I would talk about basically brand and elite. And there would be an application below that VSL that they fill out and based on their answers, it tells them which way they should go. So they watch that one VSL and after they've watched it, they fill out the application and it will say either book a call for brand or book a call for elite. Right. And that's going to centralize that step in the pipe. So all traffic goes to one fucking page with a split of yourself and a form. Right. Okay. Yeah. So that's the first thing that I would do.

So is that if they're coming from the business, YouTube or the main YouTube, wherever they come from. One VSL.

Yeah, it is now. It is now. Cool. Yeah. Now touching on your point there, we're jumping around a bit here, but I'll touch on this soon as you mentioned it. Now to answer your question about where is it on the list.

Content consciousness, I'm going to call it. Like what, That's a name for a program right there. Right. But what am I thinking when I make content? Yeah, I'm thinking so all, and I've learned this the hard way, all your content should be about the problems that your ideal avatars have.

Positioning you in a way where you are where they want to get to, you have what they want. So their problems in a way where you're coming, you're talking about it and you are in the place that they want to be. That's all that you've got to do. Now I tried to make broad content and grow the social media and channels and it just, it can get you views, but it doesn't get you sales.

Yeah.

You know, and I've again, I've learned this the hard way. Now one layer deeper than that because this is quite wide stuff you're going to need. You can't do this for Instagram, but for YouTube you're going to need multiple channels, right? I would say two or three. Okay, right. For the different things that you talk about. Yeah, One has to just be for each thing. So one is business, one is frequency and mindset, one is fitness and high performance. Yeah, you've got to split them because otherwise the algorithm is not going to mess me up.

Yeah, yeah.

So you're going to need these. Like, I like that approach and I'll tell you why as well. Let me just basically draw this out, right? So you've got your three. And dude, this is going to be, this is going to be so much better for you and for the avatar as well because then people can follow the specific channels that they want one of those things for and those channels are only going to be about those specific topics and you're going to keep it like if the same title style, the same thumbnail style, the same production style, the same, what you're talking about, the way you talk about it. And one thing that has really worked for me and really not worked for me is whenever I make videos that are the exact same topics and styles, like the problems of 10 to 50k a month, business owners, same title style, same thumbnail style, same talking style, people start to binge all the content and the, the views start to compound and the calls start to compound. Whereas when I've jumped around and done a 40 minute Miro and then a 10 minute talking head and then a fucking villa tour, they don't compound and you're basically cutting off your traffic flow. And.

Yeah, just don't do that. So you need three YouTube channels and you need to clean them all up so that they, when you land on them, it all looks the same. Do you know who Nero Knowledge is?

Never seen, but I know the name, I've heard you mention it.

Yeah, yeah. If you go on his channel, you'll notice all the titles are the same, all the thumbnails are the same, all the videos are the same, the location is the same, the blends are pretty much the same. And it's just like you've given someone a can of Coke and they really like it. Don't give them a fucking Sprite and then a Pepsi and then some water and then a beer.

This is how it's been, you know, massively.

You've just got to like keep giving them.

Well, I know if I go on a. For example, if I was to come on. Your YouTube channel. Right. It's just because I want to just see business.

Yeah.

And, and that's one thing I've already thought with the new business channel is I'm like, okay, now I'm actually creating a page that some people can just obsess over and they're getting everything they want and nothing they don't want. But now you're going one step further. Do that with the fitness and then do a mindset one as well.

Oh, dude, without a doubt. So one should be for fitness, one should be for mindset, spirituality, blah, blah. And one should be for business.

Yeah, I love that.

The three core things and three core channels. And that's going to clean your mind as well because you're going to know exactly what you're doing. And I would just do one video per week, per channel. Okay, so three a week. Now here's one thing that I want you to test. Well again I'll say this. If I was going to do it so I'm you, I make my three channels and I start making content, one video a week for each channel in the same style and theme. Now the first thing I do before that is make my split of ESL and my form at that funnel page. And that would be the one and only link anywhere. There is fucking no other link at all. Right. So the Instagram goes to the splitter, all the YouTube channels go to the splitter. Right. That's the next thing that I would do and I would test that and just see what does it convert at. And one change I would make as well is this. I would hire a full time sdr, full time closer one person to do all the chat and to do sales calls. I would go to a sales call. I would.

For the brand or all of it.

So good question. So I've separated these here. This would be call, this would be chat.

So if they go the elite way, it just applies them.

Yeah. So. So coming back to the funnel, so it's going to be all content goes to the splitter vsl, they fill out the form. And then after the form, this is one thing I forgot to mention actually after the form it's going to send them to another VSL and you're going to have a brand VSL and an elite vsl. Right. So then they're going to be told because the problem is right now it's just I just want to systematize this thing so that we can scale it. So when they filled that out, I would want them to go to Either a brand VSL or an elite vsl which clarifies who should be there, what you're going to do all of this stuff right below that they're going to be able to book in a sale. Well, for this they're going to be able to book in a sales call. Right. So for this it's going to be pushed to a sales call. For this it's going to be pushed to an app and a WhatsApp. Right. And your SDR or my SDR now going to manage all of that.

So he's going to take the sales calls and he's going to do the WhatsApps and this is going to be a.

Offer doc. Right. So they're going to apply and then speed to lead is super, super, super important. I would be like, dude, watch out for those apps coming in the minute that an elite app comes in, WhatsApp them, the word doc, the author doc and text them, try and bloody call them, make sure they read it and get them closed.

Okay. Like this, These are the offers, how I have them like laid out at the minute.

Yeah, that's exactly what I had in mind. But only for elite.

Yeah.

And for brand Blackroom, they go to a sales call and you do the standard sales call discovery pitch with a pitch visual pitch deck and then get them closed. And the pitch deck is really important. You'll almost always close higher with the deck. Right.

Would you still. Sorry to go off a little bit. Would you still stay on angle with brand as I'm going to teach you how to do this with no sales calls, no ads and stuff. If we're going to think about ads and sales calls, would you just not run the angle and keep it more of like an. Another angle I have is it's an authentic brand. It's just based on your passion, who you are. It's simple. You'll learn how to sell and I can show you how to do it in chat. I can show you how to do it on like you can, you can throw it a bit more casually as it's not no calls.

Yeah, no, dude, like in the training program, I would just say, listen, if you only want to make 0 to 50k, this is the no call way.

Cool.

If you want to make 1, 2, 3, 400k, this is the sales call way.

And just teach them both and just let them choose.

Cool. I like that.

Yeah, yeah, I like that. Because this is the thing you need sales calls and ads to scale.

Yeah.

So this is your next chapter now.

Yeah.

You know, so Anyway, let's come back to the plan. So number one is the three YouTube channels. Number two is the splitter, VSL and the Typeform that goes to the other VSLs and then they either go to a WhatsApp and a doc or they go to a sales call for brand. Right. Another thing that I would do is around the start of the last week of the month, Monday is a good day for this. I would do a free one hour webinar for all of the leads that are in the system that haven't bought yet and just make it, anyone could attend. It's completely free. It's a one hour Q& A. Get them to ask all their questions in a group. Same.

Is this for elite or brand or all of it?

It's a good question.

And I'm just thinking as well, if it's the brand ones, do they just directly book a call and therefore wouldn't we have them on a call?

Well, to be honest. So the purpose of this is to like when people get on a call with you on Zoom and they see you and you see them, it builds a lot of trust and rapport. They just like you more and they just want to buy more. It's a strange thing.

This is one thing because that's what causes a lot of the elite people to want to upsell to brand. Because once they're in proximity they're like, and I'm a product aware, I'll be like, yeah, the guy's in brand, you know, and yeah, even. Couldn't we just even open that to public?

You could open that to public and.

Just let it as an opportunity for people to jump in. Or is it.

See it's all about the frame though because if you do a public one, it's just a webinar. But if you do a lead one, it's like a private invite only deep dive. And that's a better frame.

I like that.

To a private call with Tom and you can say we only do this once every couple of months. This is your only opportunity to get on a one to one with me and ask me anything for free. But it's only for leads in the pipeline.

I like it.

Right. What I'd also do is give them a bonus and say now for you guys on this that have been on this call today.

I want you to. It's going to be easier. Do one for brand. Do one for elite.

Right?

The brand one. Push them to a sales call and say to them, listen, if you book a call through this special calendar now Today, whilst we're on this call, you're gonna get X, you're gonna get free two weeks, you're gonna get a free meetup. Just give them a bonus to make them take action. Right. And for the elite webinar, I would send them to the app and say, fill out this application and we will be in touch with you because it's a more powerful frame.

Right. And just say to them like, we don't just accept anyone into this. I need you to apply and that frame will convert higher.

Okay, man, I'm with you.

Yeah.

Now, one big thing you need to do is go and hire sdr, a closer who will do the chat and the sales calls.

Do you have any advice on where you'd go about hiring? Yeah, I've hired before and I've just not quite mastered hiring yet.

It is hard. We hire from this company called Guided Growth and they hire our sales team managers, they hire closers, they hire our setters, they actually manage our whole team as well. Oh, great. I'll give you the contact later on.

What's the structure like? Do they just, Is it like you pay them an upfront and then a commission or is it just commission?

So our deal is a base and a profit share of cash collected and within that they hire as many employees as we need and they run our meetings and they train the team as well. So it's kind of like your whole sales team.

They train them? Yep. And you're happy with that performance?

Very. Oh, cool. Very.

Yeah.

They hire, hire them, train them, manage them, ramp them.

So you, you, you're, you've got a team, but you're still kind of like a one man band. Kind of.

Yeah.

That's cool.

Yeah, yeah. So I'll give you the contact for Guided Growth. You can't just buy a rep off them, by the way. You don't need to, you know. But that, but that's what I would do again because the frame here is like, what would I do? So I would go to Guided Growth and honestly I'd just buy a closer. I'd say get me a closer who's a fucking rock star who will work 10, 12 hours a day and do the chat and do the sales calls as well. Now the next thing that I would do is turn on retargeting ads and for this I would do elite specific retargeting ads to that VSL and brand retargeting ads to that vsl because the retargeting ads are going to speak to the right people. So they're going to talk about the problems, they're going to say, listen, do you have a massive business? And listen, money is solved. But you know something's missing. You don't have the body, you don't have the mind, you don't have whatever. Click this ad and blah, blah, blah.

And you'd slightly aim that at the black roomy style people.

Yeah, yeah. So those retargeting ads are going to be specific to the pains and problems of each set of people and they're going to go to that specific place. Another thing that's going to give you an edge, right. This is a bit complex, but it's worth doing is you're going to have like those retargeting ads. Let's say you're talking about you're making over 100k a month, money is sold, but your mind and body is fucked. That's going to go to a VSL with the headline making over 100k a month money solved. But feel like your body and mind is. Watch the video below and the headline is going to correspond with the retargeting ad copy and it will raise conversions when you do that. Right. It doesn't have to be a special vsl, it can just be that VSL or that it's just a headline that you're adjusting. Okay. And it makes it more potent because it confirms why you're taking the action that you're taking.

Right.

So I would do that. I would also run client testimonials or client wins as retargeting ads back into one of these two funnels as well. And just choose ones where the customers are talking really specifically about the problems and the pains and the solutions and what they've done and achieved. And let the customers sell for you. You know, dude, we get so many sales from the Testimonials YouTube channel and people come on calls, they're like, I watched Nero Knowledge's testimony, I watched Mike Thurston's testimonial and I was in.

Do you, in your main YouTube channel, do you have like a link that makes that very accessible or did they find the way that they find the way that.

Yeah. And what we found is so YouTube has a natural retargeting thing. So if people are searching for neural knowledge, my testimonial will actually show up on the homepage automatically for free. Right. Same for more for the famous guys, obviously, because people are not searching the non famous guys, but that really helps. You should have a YouTube testimonials channel, by the way. If you don't okay on it, that's very important because you can use that to email out and stuff. But coming back to my point, I would find three or four or five or six client testimonials that I know that people are going to see that and be like, oh my God, that's my problem, that's where I want to be. And I'd run them as retargeting ads into the funnels.

Yeah, testimonial YouTube. Is that one per program as well?

No, that doesn't matter.

Can just be anything.

That can be any. That's just all the people you've helped because that's not a conversion mechanism to send them into the funnel as such.

The other retargeting ad besides the testimonials, was that just a spoken.

Yeah, speaking talking head. Yeah.

So you were. So you've got 57k. I would just start with Instagram only. Right. Just make like selfie video style retargeting ads talking specifically to the avatars about their problems.

Hey, you're making 15k a month right now, or very close to that. But you're starting to hate your life. You just want freedom. You want a lifestyle business. Come to Bali, enjoy the lifestyle, bang out 50, whatever. Right. If so, click this ad. And I've put together a short free training video, vsl, blah blah blah. And just talks very specifically about where they're at and the problems that they have.

Just current position into a desire essentially.

Yes.

Yeah.

And the thing that works best is calling out where they are so that they're like fuck me, that's me, that's literally me. And if you can make them say that they're in, you better believe they're clicking that ad. Yeah, so that's what I would do. So that's the, that's what I meant by the massive offer and finance. Now another thing that I would test is cold ads, but that's got to be to the highest LTV offer. So that's really got to be for really this one only to be honest, because any of these you're going to struggle to be profitable because the prices are a little bit on the low side. So I would test cold ads to this vsl.

Couldn't I just increase the block price for the that?

Well yeah, you could, yeah.

I've played around with price. I've taken it up to 9k 3 months. 7k usually doesn't have too much friction. 9k sometimes does basically when it comes.

To the cold ads. Right. So cold ads all That I would want to find out is what is the cost per taken call and what is the cost per sale. And then I just want to make sure that my lifetime value is as high above that as possible. And if I could get. If I could get a cost per sale of less than say, 3K, 4K, that's going to be nice and profitable and you're going to be able to scale that and just buy more customers.

Cost per sale, 3,4k. And yeah, you know, they're going to be a minimum of seven and a half to. Yeah, 12 and a half.

Yeah, exactly. So it's just basically, you need to get the cost per sale, cost per acquisition as low as possible, ltv as high as possible. And if there's a gap, you can scale into that gap profitably.

When it comes to.

Scaling and we're talking about the higher ticket offers, a bit more one to one.

Yeah.

Where do you see that, like in your business in terms of. Do you have a number on. There's only so much one to one I can physically do. Or do you get to a point where you're like, do you know what? Even my high ticket's going to kind of have to go group or.

You won't know about this yet, but we're actually closing the business in December altogether. We're not letting any new customers in and we're moving to a waiting list model. Right.

Because we found that we cap out at about 700amonth. It gets too busy. It's just too fucking crazy.

Yeah.

So what we're doing is letting loads of people in where it's crazy, but then stopping and serving them all and then opening it again and then stopping it to serve them.

If you've got the people, the comment, I mean, I think it's a good way to do it.

Yeah. The waiting list is a nice mechanism for kind of scarcity as well.

Yeah.

So that's what we are doing next, which you'll see get announced soon.

But for you that's not an issue right now.

But it will. It will be an issue. What, one day.

Yeah.

But for now I've had that issue.

Before, but when I was at lower prices. And then you get to the point where you're too stuck in the business and you can't grow and then you got to come out and then up your prices and. But yeah, yeah.

So that's that. Now what else on the list? We've talked about cold ads to the highest LTV offer. I would do that after you've done Everything else. Then do that right in the order that I've just told you what to do. Yeah. YouTube speaking to one avatar. We've talked about three channels.

Yeah.

Financing, big offer. We've talked about content consciousness, we've talked about your content just needs to talk about their pains and problems in the frame of you having solved it and you've got their ideal life and business and outcome. Basically.

What would an example of that look like?

Good example of that would be. I made a video, one of my highest converting videos of all time. It was a Miro board video about just breaking down my business. It was called like how I make 450k a month with a team of seven, no paid ads and a profit margin of 86%. And there was no value in that video at all.

Yeah.

It was just, here's my team, here's my funnel, here's my profit margin, P and L stuff, blah, blah, blah. So this is my business and you've probably got problems doing all this stuff. If you have a problem just booking a call. One of the highest converted videos of all time. Just showing them what they want the most, revealing all the problems that they've got to get there. Right.

I find this easier to do me on my business channel than I sometimes do with like a mindset video.

Mindset's different. I mean, another one of my highest converting videos of all time is like how I lied to myself about being rich until it came true. That booked us a fucking lot of calls. And I was just talking about that. How I just lied to myself, pretended that I have everything that I wanted. So that is valuable. Yeah, but it's kind of.

But it's still saying I'm the outcome and you can get exposure and proximity to me through a program.

Yeah. It's basically like I did that and now I've got everything I ever wanted.

But you can come find out in here.

Yeah, yeah. So it's again, you're talking about their problem, which is their fucked up mindset. From the stance of I've done it, I've got exactly what you want. Now this is one of the ways that I did it. And this is another thing to keep in mind. You're never going to give everything away. Like each video is going to be like one nugget.

Yeah.

You know, like one of my last videos was how to book more sales calls. Yeah, but how do you write the ads? How do you write the copy? How'd you hire? Yeah. How'd you run the fucking team? How do you price Shit.

It's kind of like I had a video idea for like how to close in chat. But then it's irrelevant if your content's not structured with a consciousness to.

Have someone ready. Right?

Exactly, exactly.

So it's like what you're saying.

Yeah, One thing per slice of content from the perspective of having everything about their pains and problems, because that's what they care about is solving their pains and problems to get the outcome, you know, so that's the perspective.

So one slice, you are the outcome of their pain and problem.

And honestly, if you do all of that stuff that's on the to do list, I would be surprised if you weren't. At least 200. I would be confused when it comes to.

Ads and putting money into that. How much would you be saying trial and test with. I know I have got your course and go back through it, but.

Good question.

While we're here.

Good question. Retargeting, I would start at a total of $100 a day. Okay. And that's going to be. You're probably going to have 4 to 6 ads, probably about 3 ish for this.

Would you just say initially just. Just go with brand at the start and then once you've got brand rolling, then put Elite in just a good one at once.

That's a good idea. You're still gonna. The first thing that I would do is the split of esl.

Right.

Then I would do the webinar. Then I would do the closer. Then I do retargeting and the separate funnels. Right. Then I'd sort out the financing. And the YouTube goes without saying. Right. You can get on that straight away. Then I would do the cold ads last. Do cold ads always do cold ads last? Because it's the hardest. The other stuff's an easier win.

And that then is going to help you. It's basically going to help with the pipe. Then you're just consolidating the steps.

That is going to help. The splitter is going to help with throughput.

The calls are going to help with throughput as well. And if you get a good SDR that is just a master of the calls and the chat, not only will you get your time back, but there will just be more throughput and more flow through which should result in more closes because people are getting to that end step faster.

Basically.

Yeah.

On the vsl, on the splitter vsl. A quick frame on how you're articulating that in your mind right now. What are you thinking in terms of positioning that and and the.

Yeah.

Length of the VSL and kind of the. Where you're pushing them either way.

Yeah. That VSL in my mind is basically it's kind of your story.

And everything that you've done and achieved and learned and then you're going to say to them after that, now listen, there's so many things that I could help you with and there's so many people that ask me for help that. That's the reason for this video and it's the reason for the application form below this video. Because I need to get to know you before I know what I can best help you with. Right. And by filling out that application, you're going to be rooted to one of two places. Either my brand part of my business, or my elite part of my business.

So that I can help you with either this set of things or this set of things or this set of things, depending where you're at. So you're kind of explaining the customer journey to them basically.

So you kind of saying like what I said at the kind of start of this. I was the guy in nine to five, got in shape.

Worked on the body mindset, had the clarity to then start my business. Started the business. And now I've actually scaled the business and turnover way over seven figures. And then you can be like, I can help you with either part. It just depends on where you're at. We can work on the gap and it could also then loop back round to the elite high ticket and be like. And as I evolved my business, I had to evolve me even further and work on my performance. I had to. Now I can help you with. And loop.

Exactly. Dude, sorry, could you go downstairs and just tell him to stop? Can you tell him to stop until 4pm, please? No. No drilling or banging. Thank you, brother. It's all about the story that you tell here. You've got to tell it in a way like I would tell it in a way that's like, like, you know, I did it, then I started making content about it to help others.

And then all of a sudden loads of different people started coming to me to ask for help and people were asking me about the fitness and the mindset and this thing and this thing. So I slowly started to build solutions that helped all those different people. But then I realized, man, everybody's so different, so I can't just do one thing. And that's the reason for not only this video, but the application below this video. Because this allows you to tell me where you're at and who you are. And it allows me to then offer you the best help for where you're at to get you to where you want to go. So by filling out the application, then you explain, fill it out. You'll be rerouted to one of two videos based on what you need the most help.

Is that easy to do inside? Like go high level.

You can do that in type 4. 1.

Oh, okay.

Where there's like logic and you'll just ask them basic questions like what is it that you need help with business? Blah blah, blah, blah, blah blah. You pick one.

This is multiple choice.

Yeah.

And then it diverts.

Got to be multiple choice. Then you're gonna be like, what's your age? What's your income? What's your occupation? Can you afford to invest in yourself? Blah blah blah. Don't ask the stupid question of how much can you invest? Because everyone just lies to that. You've got to keep it multiple choice. And then based on their answers, you're going to send them over there or you're going to send them over there.

That then redirects when they've filled out the form, it comes to a book or call page with a vsl.

Yeah. So they're either going to go there and it's going to be logo video button.

Got you.

Or they're going to go there which is going to be logo video.

Submit your info, Submit your application.

Would you have the form on the page or a button to the form?

Yeah, and I would just have a type form there.

Cool.

That they fill out embedded that goes to what's. Then it goes to your SDR and then they will WhatsApp them as fast as possible. And speed to lead is crazy important.

Testimonials with these things. Would you include them just inside the elite and the brand or would you have scattered questions, quick fire off the cuff ones in the split of ESL.

Where you're kind of telling your story. And I've helped guys do.

I would put that in the split of esl.

Yeah.

In that part where you say, you know, people started coming to me asking for help and you know, take this guy for example. He asked me for help and I got in this outcome. I was like, wow, that's amazing. Then this guy asked me for help in a totally different space and he went from 10 to 70k a month. I couldn't believe it. All of a sudden I knew that I had something special.

And to be fair, that's exactly what happened.

It is what happens. Yeah. That's why I said it yeah, yeah. So you can put that in there and then you can put other examples in the specific VSLs about those things that they need help with in the first place as well. And again, you're going to run the best testimonials as retargeting ads into these BSLs, which will get you some good cost per apps and good cost per calls that will again that we're targeting. And eventually the cold is going to fuel that. This throughput is going to be opened up so people can go straight through and that's going to increase lead flow and cold flow and cash collected as well.

I'm with you. I like it. I think it's solid.

Cool.

Instagram.

Instagram.

Instagram's.

This is like on a line. I was wanting it to go, but it's just cleared it all out and shown it me. Way better.

Yeah.

Instagram's the only thing from my mind. Then on top of this, which has helped massively.

What my intention would be with my posting, Am I just focusing more on the visual and just showing outcome and inspiring people and moving people to the split of esl? Or would you be speaking still into pain points? But then you've got multiple archetypes all in one place. Is where I've got a little bit.

Or do you go crazy wide? Yeah, I'll let you fire.

So if you're not already doing this do the selfie video thing. You know what that is?

For content?

No, no.

So for the inbound, when people follow you. Yeah, I'll send you over something for free. This or this?

Yeah, dude. Just like just every single person that follows you, send them a selfie video. Right. It's just like, hey, it's Tom. I just saw that you followed me. If you followed me, you're probably interested in the things that you help people with. Just quickly let me know when you get a second, you know, what do you need help with? Why did you follow me? Where are you at? And I'll see if I can help you. That's it. Really soft, broad opener. And then you. Basically, it's really simple. You just say, what do you need help with? And where are you at? You establish that. Say, establish that they can't do it on their own and they need some help and send them to the app or send them to the call. And that books us an extra 70, 80 calls a month just from the selfie video.

What do you need help with? Where are you at? There was another thing.

So for us, we send the selfie video when they Reply, we confirm. Are you in the course of the OR coaching space or do you want to get into it? No, go away. Yes, tick. And we say, cool, where are you at and what are you stuck on and what do you need help with if anything? If they haven't got a problem. Again, go away. If they do have a problem. How long have you been stuck on that for? Oh, I'm struggling to book calls. Oh, how long you been kind of fighting that battle? For quite a while. I just can't seem to solve it. No worries. I can definitely solve that for you. When you're free for a call, straight on a call.

It's almost like a nurture of a sales call, but in a chat. Kind of like I would do on a sell by chat.

Yeah.

Then coming in with the conviction that's where I would normally push an offer and you're just selling them straight, sending them to the vsl, buy them in.

More to the call to the calendar.

Oh, okay.

To just book straight in for a call. No VSL for either program. For either program. Because the point of the VSL is to convince someone they have a problem and get them on a call. That's what we're doing in the chat anyway.

Okay. You just manualizing that.

Yeah. So the chat, the setter is the VSL in a way.

So you're basically saying YouTube, if they come in to the VSL, the elite people can come to an application and we just chat. If it's from Instagram, we've probably not been as salesy in the content and got as many buy in beliefs. So let's just put them on a call.

So yeah, so that is the first thing I wanted to share is the selfie video, what you need to say to them. And then if they're more brand, you'd push them to book a call. If they're more elite.

You'D push them to the app and say just fill out this quick app just so that I'm sure that I can help you. And then one of my team members will be in touch. So that's where they're going from the selfie video. That's number one. Number two on the content side. Now unfortunately we can't do what we can do on YouTube where we break it up. If this was me, I would do two Instagram reels per day.

One day is business, two business reels. One day is mindset, two mindset reels, the next day is two fitness body reels and I would just do day by day three, start again. Three start again. Three start again. Keep it systemized and balanced like that.

Two fitness, two mindset, two business.

Yeah, yeah. So like Monday, 10:00am Business reel about something. 7:00pm business reel about something. Next day, 10:00am Mindset. 7:00pm Mindset. Next day, 10am Fitness. 7:00pm Fitness. Just two per day.

And out of like the one individual, would you go, Would you speak more into the higher ticket, the black roomy people?

Well, I mean, yes, absolutely.

But I feel like when in the past, if I speak higher, the people who are lower still can take it.

I was literally.

Whereas if you go low, the high guys aren't interested.

I was literally just about to say that I was just gonna like draw it out. Like, basically you've got. You've got like your dream avatar. Then you've got the complete wrong person and you've kind of got good fits there. If you make content about this, you accidentally get this. You also accidentally get this. But obviously you let those guys go, predominantly sell to them, but accept those. Which is what. What you just said.

Yeah.

And that's what I would do for that. In terms of stories.

I'm not really too big on stories. Usually I just keep stories quite mindset on all the reels. By the way, you want to have a comment the word because you want to start conversations with the lead. That's really important. You've got to give this. Yeah, yeah. Because otherwise it's kind of useless. So at the end of every single reel, if it's a business one, comment the word business or something in the.

Caption or in the video.

In the. Both. In both. Yeah, in both.

Comment the word business. And where do we want to send them?

Yeah, whatever's relevant to the reel. So if you're talking about scaling, comment the word scale and I'll send you a free training. And the free Training is a YouTube video.

I was just gonna say, yeah, yeah.

And then, hey, how's business going? And you start the conversation and they go back through just like the selfie video. So just choose a word relevant to the real.

That starts the conversation. Many chat can fire that up. Just send them a. Just program it in for that. Okay. And so that is going to generate leads. The selfie video on followers is going to generate leads, stories.

Stories. You could even do the same thing to keep it systemized on the business day, make stories about business stuff. On mindset day, make stories about mindset stuff. On the fitness day, make stories in the gym about fitness stuff. Just keep it like a system, you know, so you're organized.

That's what I want. Just, I just need something to just blueprint.

It needs to be regimented or else you don't know what the to do.

Yeah.

You know, so I would just keep it by the day. 1, 2, 3, start again, 1, 2, 3.

And then on a visual side, would you be focusing on that as well?

That's very important actually. I'm glad you've asked about that. Yeah, you always want to. This is why I bought this villa, you know, just to. So that my setting is what my ideal customers would probably want, you know, so if you can make it in a beautiful setting, big hole, you've got a great home now, which is a great background for your stuff because it proves the concept. Yeah, that's it.

Would you, based on your experience, would you go for.

Talking head raw or would you do some pro camera? I know you're doing some at the minute armor set clips of this, right?

Yeah. To go one layer deeper. I'm a fan of the raw stuff, but only because that is what my avatar wants though.

Yeah.

So it's like what does your avatar want?

My higher level guys like raw. They like content which is either straight shooting at the camera, just speaking facts.

Yeah.

Or this would be raw in terms of it's been captured from a real moment rather than set up.

There you go.

Just create that.

A lot of questions can be answered by just thinking what's best for the customer or what would the customer want?

And with the reels, when we're talking on business, mindset fitness.

Just bites of value or you again, just speaking in the know, how are you storytelling? What again would be your slight edge of intention behind them? If you. Let's say you didn't have a clip to just extract from this.

Yeah.

If you just. If I just said, right. Will grab the camera.

Yeah.

Speak on my Instagram. What's your process behind? I might make a real.

My brain goes straight to who's my dream avatar? What are their problems right now? And I'd call out the problems and offer a solution. If I had to do a reel right now, I would say, guys, if you're watching this, I bet I can read your mind. I bet you were stuck between about 10 and 30k per month, maybe a little bit more. You're struggling to scale. You don't know whether to do sales calls or not. You don't need to know how to write a VSL properly, blah, blah, blah. You're a bit stuck on YouTube. I can solve all that for you. Click this ad or whatever right now, that's it. Straight to the heart of the problem.

Would you ever give them the value, the meat.

In a story or a real.

Yeah, you can't always give them a call to action. You can't always be selling them. You could give them little. I mean this is what I do in my YouTube videos, just give them little nuggets. You know, like I will share some tactical stuff sometimes. Like I've shared the selfie video thing.

Yeah.

Which is a big tactic. Right. But then it's like, how do you write it? Do you send it to everyone?

You know, So I did one the other day on my YouTube, which was like almost stuff that like I've never told anyone outside of clients.

Yeah.

But it's like the pyramid of the audience and it's like these people, if you want to move them up a ladder, it's. You've got to actually create a problem. Then you've got this people the product aware, solution aware. Then how do we get them up, Handle objections. But the last piece, how we convert them, I was just like. And this is. These are the belief systems around your offer that I work on with my clients. So like didn't gave them enough to move. But not the full.

Yeah, yeah.

But in reals you kind of go in similar strategy. You're happy to give nuggets.

You know what? So I'm doing this five day challenge thing at the moment. Yeah. Right. And that is pretty much the same as the webinar that I told you to do.

Okay.

And it's so funny, man. And I've had a few people on there and they were like, well, yeah, I'm thinking of buying from you, but I just needed a push. And the webinar was the push. It was like, you know, I really like you, you've answered some good questions. I'm in now. So sometimes they just need the push. And the push is the YouTube videos, the push is the stories. The push is the webinar, the push is the retargeting ads. You know, you're just getting them over the bloody line.

Yeah. And when you're on the webinar, if you're on one of these live calls with them, are you almost telling them this is what you need to do, but they still don't know how to do it.

Yeah, because I was saying this on the webinar the other day. Like, man, for people to have to do something, well, they need a, they need a course, they need a coaching program.

Yeah. I was going to Say, this is valuable to me because I can go and look in the course as well. I've already bought that.

Yeah, yeah. So you can give things away in content but they still can't do it. Yeah, they would need to watch every fucking piece of content for like six months and try and fail to get it done. Or they can buy the program and get it done straight away. That's what. That's why courses and coaching programs exist, is to put everything in order tactically and strategically, so you can go through it, learn it and do it. You can't do that with content ever. That's why people who don't invest in themselves never really get the result because they just. You just can't do it. Yeah.

Yeah.

Great. Let me just see if I've got anything else on bottlenecks.

Yeah, no problem. I'll get some water whilst you're thinking.

So your webinar, were you just directing them back to a call?

Give me a sec.

I think I forgot to send a location to the next guy. It's gonna kill.

All good, all good. Cool. Right? Sorry, dude. Ask me that again on the webinar. Are you.

Are you doing like an urgency and you're pitching them and you've taken the money on the webinar, are you call again?

Yes. So it's five days, the start of day three and the end of day five is a pitch to book a call. And the pitch yesterday was like, guys, you're the first to find this out, but we're closing the business. We're stocking, doing one to one and done for you. So if you've been thinking about coming in, here's the link to book a call, book now and come in this month or you ain't coming in at all.

Cool.

Yeah.

When it comes to email.

Are you just treating that like a nurture thing until you have a re. Offer. What's your intention behind the emails?

Yeah, yeah, email. So we do three a week. Monday, Wednesday, Friday, Mondays with the YouTube video. P.S. book a call Wednesday, client testimonial. P.S. book a Call Friday, some kind of value story about something valuable. P.S. book a call.

So you've got YouTube value store testimonial and a value story.

Yeah, yeah, YouTube testimonial, value story. Just three a week. Just nice. Yeah. If we've got like an offer going on or something, we'll send more because we're closing next month. You'll start to see emails about, oh, we're closing soon. Closing soon. So they'll be a lot More frequent because there's a deadline, but yeah, otherwise just a three a week.

What's the email you would send.

When they've just applied or booked the call? Is there anything else in there? Are you sending them like another little video, like a helping them buy or in more testimonials or.

Sorry, dude, just give me a sec.

Email, email, email.

Put that in my pocket.

Buddy. Would you mind taking some videos on my phone, please, just whilst we're doing this last bit of the session. So dude, the question was email. What was the question?

You forgot, haven't you? Yeah.

Oh no, sorry. When you. So once you've got a booked call, you got an application, they get in an email straight away, right? Yes, they're being added to the contacts. But then what's the email intention? Are they getting testimonials, are they getting something else which is getting them prepped for a call or is it just we've received it and we'll see you on the call?

Yeah, good question. So when they book a call, they're going to get an instant confirmation and then they're going to go into a. They actually also get now an imessage with a video from me saying, hey, thanks for booking a call. You're going to be speaking to my closer. There's different splitters for the different closes that says the closer's name. Then the closer takes over the imessage where we confirm that they're going to show up and then there's other emails firing with Testimonials. Objection handles FAQs to warm them up before the call.

Yeah, that works best for nurture.

So the sequence is. Objection handles.

So it is.

Get this off.

Do you run everything inside one big seal? Are you kind of inside A few things.

Why a few things? Yeah. So send blue is the SNS thing, Active campaign is the email thing.

There's something else for something else as well. But yeah, when they book, it's basically book.

And then confirm.

Then imessage.

Then after imessage, the closer.

Steps in.

On imessage to confirm they're going to attend and finally they get the emails.

Which depending on when they book, they'll get two or three or four. And again it's like a big faq one a case study one like a value story one.

Just to warm them up for the call. Yeah, and I can send you those later on, by the way. Okay. Or you could even book a dummy call and just get them all and see what it looks like. But make sure you fucking cancel it.

Yeah.

Yeah, the imessage thing is very good for raising the short rate.

What's a good show up rate?

Well, I mean technically a good short rate is anything above 55% really. So if you're going below 55%, you're kind of in a bit of a danger zone. You don't really want to go, go that low.

And then closing.

What's with, with for example.

It'S going to be different on every individual and everyone's offer. But like with a 1.5k a month, right, you want a pretty high close rate. You might.

Well, because I would like for me at the minute I'm like, look, don't worry about the future. If someone's like just starting out and they're, they're kind of tight, I'm like, look, do one month, you're gonna get access to everything, right. And let it pay for itself. And I'll almost help them buy. Then I'll be like, look, I literally had a guy three weeks ago who paid for one month in my blackrock room and then he wired me for the six months because he'd made it all back within two weeks.

There you go. This is the good thing about what you're doing here. You've got a lot of flexibility to let everybody in. So dude, I mean the close rate on this. What's your close rate? Oh, you don't fucking take sales calls, do you?

No, but.

So what's your close rate on apps sent to people.

In all of them combined or.

Yeah, all of them. Like everybody that says like I am interested in buying.

Oh my God. Before.

Thank you brother.

Before.

It'S been, it's been as high as like 80. 80 like back in the day when there weren't as higher ticket stuff.

Yeah.

When it was just in the chat and everyone was just like, everyone would just buy. It was, it was, they were always, it was never a. No, it was three month was would be the minimum close. Really on, on that elite, that 900, it was 850 or something at the time. Time. But on the brand there's more friction now. And this is why I'm, this is what I'm saying. Like my sales, I'm used to closing everybody and it destroys my ego when no one, not everyone's closing in the chat.

Oh, better believe I've been there. Well, a good close rate for a sales rep, if they're closing at 20 to 25% on the calls, that's good. You would close at 35% to 40%.

I might jump On a couple.

You. If you can, you should.

I think I should.

Oh, you. Yeah, yeah, yeah. Way higher. And for the apps, that's different. That's because it's. You can push them, but it's just not a call. Honestly, I would consider. If they're thinking about these bigger ones. I would get on a call. I would. If they're on the edge, I'd be like.

So if they come through the early application, but they've said they're like they've got a business that one of their desires is, I want to build my business. I want to get them on a call.

Yeah, yeah.

And send them that manually because you're.

Going to close higher, make more money. So there is a bit of discretion there. It's not a. Yeah, no, I like that.

I like. I like being on a call and it's a good individual.

Well, that's what this does.

Yeah.

It makes sure that the good guys are on calls. The less good guys. I was going to say bad guys, but the less good guys are in the WhatsApp. And you've got discretion to still get them on a call. You know.

This splitting system. Can I do. I've got go high level at the minute.

Do I need something else? What would you build it in? If you're building it.

Dude. Yeah. I mean, you could build it in anything. All you need is Typeform. You need type form and you need to be able to embed type form below the splitter bsl.

Yeah.

And that's it. And then you can just say step one.

How long would this VSL be, roughly? I've scripted some VSLs before in the nine minutes, some of 25.

Roughly eight.

Cool.

Eight to 15 minutes, depending on how deep you want to go and how fast you speak and stuff. Yeah. I would do.

Would you just do me in the villa? Villa behind me, Raw mic flat.

Yeah. I shot a video yesterday. There was seven minutes, but it felt a lot shorter. I would do about 12 minutes. 12 minutes is gonna be a good sweet spot.

Like when you're actually in there filming it. It's quite short.

Yeah. Because you want them. Because the longer people watch for, the more invested they are as well.

11 to 15.

Yeah. I would aim for around 12 for that and around 12 to 15 for the other ones.

Okay, that's interesting. I didn't even think about that.

Yeah. Because then. Because that's the splitter VSL, these are the main VSLs afterwards that are there to really map out what's going on, you know.

Geez. We've got a lot of stuff, man.

I've got it. I've got to just. You've got for a month or so.

You'Ve got weeks of work to do.

There's a lot of building stuff in there.

But even if you just do some of this stuff, you'll get past.

Even whilst I'm kind of building now, like if applications I'm better, I might. Would you just be like, here's a calendar link. Jump in before even certain stuff's moved around.

You can do. I mean, I'm a fan of. Just go one at a time, do each thing until it's fucking done properly. And if I could leave you with one thing, right? If your business is inconsistent, it usually means either an inconsistent input or a bottleneck.

So if revenue is a bit up and down, that tells me that you're varying the inputs a bit or the inputs are not consistent. This is why I love retargeting ads and cold ads. Because the input is consistent, the output is consistent, the sales are consistent content.

As long as you have. If you do what we were Talking about earlier, two reels a day stories, one YouTube a week, make it a system and you know, consistent inputs, you will get consistent outputs and you'll start to see. See it get not only more consistent and less spikes, but it'll start to compound.

Yeah, that's what we want.

That's what we want.

Yeah. I'm looking forward to the. The YouTube channels as well, actually. It's almost like.

Treating my Instagram like different channels when you've got different days at the. If that. This is another thing. If I am a. Just thinking on your time as a business owner, right. If I've made a video for each channel in the week, right. So I've made one. One video, each channel.

Yeah.

To be as high leverage as possible. Would you be coming back and working on systems or would you be like, I'm going to film another YouTube video? What makes you more money?

Well, that's what. That's the question you've got to answer, right? So for me, the thing that makes me the Most money is YouTube videos.

Reviewing sales calls and helping the sales team get better. Answer questions, answer objections, perform better, because that's a key bottleneck there. It's writing and producing ads and VSLs and different versions to test, to raise conversion, because that gets us more traffic in.

And what else?

And working on the product and making the product as good as it can possibly be.

Yeah.

So that customers are as happy and successful as they can be, which fuels the flywheel. So those are some key things that come to mind.

Solid.

Good to go.

Yeah, I've got a lot to work on. I'm ready.

Let's go. My man. Good session.

Thank you very much.

My pleasure.