I showed Mike Thurston how to make an extra $100K/month or so

Alright, Mike, off to you.

So Mike Thurston managed to build a YouTube channel up to one and a half million subscribers. I've got a fitness app, clothing company. To be honest, everything's going pretty good. I just feel as though a lot of the sales and conversions I get is from my organic traffic. So I want to learn more about the non organic traffic. So ads, things like that, which I've never really delved into before. I also have a course which is going to come out end of this month, so I don't really know anything about launching courses, promoting them, etc. So I want to know a little bit more about that and then.

Maybe just learning a few more skills and tactics on how to convert my current audience because I don't really have problem with getting traffic or views or anything like that. I just feel as though with the amount of people who are viewing my content, there's more money to be made, put it that way. So improving my delivery on how to like sell stuff to people because I don't think I do a good enough job of doing that.

Yeah.

And then just here as well, just to learn from people, get some ideas.

Cool.

So I feel like I'm in a good position and there's so many things I can do. So it's just trying to figure out what I'm going to spend my time and effort doing.

What's working well, I guess what's working well as your brand, isn't it really? Yeah, brand is the number one thing. Anything else would you say or. No, no, no, just brand. Cool. Yeah. Again it's like ads, traffic, launching the course, doing it properly. Cool, cool. Got it man. Cool. So next thing to do is really to put those things in buckets. I've written a few things down. So I've written number one, traffic. Number two, launching a course properly, logistics, how to grow on YouTube. And I really want you to speak on that, Mike, because I want to ask you some questions on that as well. You know, that'd be awesome. And also back end upsells, maximizing ltv. I've just realized I missed brand for you, Ollie as well. So I write that down. Is there anything else that I've missed on that list of buckets? Do you guys think.

What do you think, David?

Sales team, growing, recruiting, stuff like that.

Sales team, yeah.

I probably do have that as well.

Sales team and recruitment.

I would imagine if I'm watching a course I need.

What's the ticket, Mike?

How much?

About £500.

£500, right. Well let's let's start with this. Right.

So we'll get into it. I don't think you would personally.

Yeah. Let's, let's work on this till, till half 11 for the next 30 minutes. So launching a course, structuring a course, pricing and scaling. So I think Mike, you're at a good place to start because you're just about to do this. Is your course done, recorded films.

Halfway.

Halfway done. And you're going to launch it the end of this month?

Ideally, yeah.

How are you going to launch it?

So are you going to do retargeting ads to it? Are you going to do a YouTube video and be like buy it now?

Organic to begin with.

Organic to begin with.

So most of the sales will come. Come from YouTube. That's where I get most conversions. That's why most people trust me.

Yeah.

Obviously from on Instagram as well.

Did you tease it already?

Not so much. Yeah. How, how long did the teasing phase be?

2 months and that's great. We had like a life with thousand people and we sold 450 during the life 50 before the live in two days. The teasing bottle.

Yeah, yeah. Are you, are you planning on doing a launch like a, like so sorry to give context to that.

So you know, you know Iman's course. Educated. Yeah. So the guy that Iman's teamed up with to build that, he's doing it with me as well. So basically everything Iman's done, he's gonna go through the same procedure with me.

Nice.

So I have helped. We do a profit share.

Nice.

What so I'm not, I'm not going into the dark and doing this all by myself.

Yeah.

Oh well, all right, all right, fair enough. Yeah. Well dude, if you're working with him, you just kind of follow his lead, right?

Yeah.

What, what's he, has he proposed anything to you? Yeah. In terms of like. Right. We're gonna load a video seven days out, get interest, not sell anything in there.

Yeah.

He's not necessarily told me everything yet because we're still in the filming stages. But the pre launch he's going to tell me exactly what it is that.

I need to do.

But I want to learn more. I don't want to just say yes to everything he says, see what. How other people would do as well.

Yeah. It's good to understand it yourself. I mean I think one thing that could work really well is I really like how Iman always does that thing where it's like one video, nothing for sale, two video, nothing for sale, three Video. Right. Go and buy it now kind of thing. That it's like a webinar almost, isn't it?

He was basically saying, bro, I'm gonna have to tease it. And I probably have to put out more content on YouTube, especially more. Maybe just the sit down videos where I'm teasing it and the content is relevant to what the course is going to be about. Build up some hope and then start pushing yourself.

What is the course?

Basically the steps where I went from having 0 subscribers, no followers, to where I am today.

I guess it would be focusing mostly on YouTube because that's where a lot of people nowadays are asking me, how do you do it? How do you grow? So everything I've learned, all the mistakes I've made, the basics of hiring a team, thumbnail content, how frequently you need to post, branding, networking, collaborations.

Super savage.

Because I was thinking of doing it just for personal trainers and online coaches, but I thought that was a little bit too narrow. Like I could just make it more applicable to pretty much everyone because so many people now want to have a YouTube channel.

Yeah.

So it would be about how to grow the YouTube channel, how to monetize the YouTube channel and. Yeah, take it from there.

Nice. Yeah, I was gonna say, Jesse, I mean, you live in the world of launches with kind of school right now, don't you, in terms of. Could Mike use school to do it.

As far as hosting the course? Yeah.

It would. I mean, it depends on kind of the architecture of what you want to include in the overall package. Because school is effectively like community first. So have you used school or been in a group before?

No.

Okay, so there's like multiple tabs effectively, but the default one that you, when you enter is a community first. So it's kind of like a Facebook group vibe. And then there's another tab for your course and you can have multiple courses.

But you know, effectively the question is like, what are we included? Like, are you thinking of including like a community with the course or would it just be a course?

I would like that, but I would need to understand how it would work because I wouldn't want me to, like, if I'm going to have to be there all the time, messaging people. That's not necessarily something I want, but I do want an area where people can talk.

Sure.

So school can definitely do that because it basically has there's like one on one messaging capability and then there's also commenting in the community, like creating posts, replying on posts, mentions, you get notifications, kind of like in a Facebook group.

I have a Facebook group for my app which that works quite well. But the problem with Facebook is if like I could do a post an announcement and it doesn't reach everybody in the group.

You're gonna dude.

And not everybody has Facebook. Not everybody uses Facebook. It's a weird one.

So the sick thing about school, it's basically Facebook groups. It's like a different, better Facebook group. Have you thought about this?

Right.

Are you going to do group coaching with the program or not?

That's something. So this is something. There's the opportunity to upsell and offer something higher ticket. So if people want like one to one stuff or the group stuff, I could happily charge more for that service.

Yeah, well, because what you could do maybe is you could have just the course on its own for 500. I think it's too cheap or yeah, it is a bit too cheap, but we can talk about that in a minute. Or you could have 500 and 100 pounds a month recurring for access to the community and like one one hour group call with Mike every week. And the good thing about that is you're building in. You're giving yourself an income for the future rather than just the one time thing. Because you know, you were just doing kind of a one time launch, weren't you? Yeah. And the one time launches are great. You can get that big influx of sales and make lots of money like when we do a re offer, you know. But that recurring element is, is good to have, isn't it?

Absolutely. And there's a really interesting data point on that that we saw. Are you guys familiar with Hamza on YouTube? So he did, he was one of the like pioneers on school for launching a subscription community and he did just that with the pricing structure. So he did. They experimented with a number of pricing structures but the one that worked the best was doing 500 up front, then going to 99amonth. Because it actually did a couple of things which was quite interesting. First of all, you do get the surge of revenue upfront from the number of units that you sell. But it actually makes the retention better because they've invested 5, 500 up front and now they're paying say 99amonth afterward. But psychologically they've invested 500. So if they go to churn, they're thinking, oh well I'm churning on 500 plus what I've invested, not just 99amonth.

So that was cool. You can't do that on school technically yet. So if you did want to do that, what he did was he had a clickfunnels landing page like long form sales page. He was driving and you can see the campaign on his channel. He had a video that basically drove to that long form sales page. Multi step cart I think it was with ThriveCart to do the upfront payment and do the subscription payment and then after they purchase then there's a zap that basically invites that email to the school community. So it's managed in school but the subscription billing is managed in your own stripe and the one time fees are charged through a shopping cart like ThriveCart.

Did he launch that recently?

I was maybe four or five months ago.

Yeah.

So he messaged me and he said it's going very well, it's working. Yeah, because he has his organic reach is crazy. He'll sit down for an hour and just talk about whatever and get like half a million views.

Yeah, I think that single offer is at like 80 to 90,000amonth mrr currently not including the upfront fees. So he has approximately like 900 customers on 99amonth currently for.

That product. I think Adonis School is the name of the community.

Yeah.

Jesse, I wanted to know if they.

Cancel on their subscription Ziki part school.

Yeah, yeah, great question. So it, it does if you're using school subscription billing. So if you were to do that like upfront fee and then the monthly subscription fee outside of school then it wouldn't automatically kick them out. There's no zapier setup for that. But if you're using subscription billing on school, which is just a single monthly subscription price, if they go to cancel, they, they switch, you'd see in the interface they switch to a canceling tab and then once their billing cycle is complete they are automatically removed. And when they hit that cancellation tab in your members list, you or someone on your team can see that and message them because you see that the revenue is like about to go away and you can attempt to reactivate them or save them. And even when they go to the Churn tab you can can click message them and try to get them back on their subscription or learn about why are they churning like what is inadequate in the product about why they don't want to stay. So you get product feedback and you get to potentially collect the revenue that was going to churn.

Yeah, you should think about that Mike, in terms of adding that extra element for sure. Are you going to launch it and then take it off sale or launch it and then just keep it on sale forever?

Probably keep it, keep on Going, I.

Don'T know, I don't think you should keep it. You could bring it back, but just as a form of scarcity because the product sounds like it's quite broad, it's quite like, you know, open to anyone. So the psychology behind that market will respond very well to scarcity. You know, they'll be more likely to buy up front faster, quicker and value a lot more. So I would start with that and then if you decide to keep on because you might not like it, you know, you might decide, I don't really like this business model. So it's kind of like a in between.

It's a maybe.

But then you can keep it on or take it off. I think it would drive sales if you didn't make it ongoing and you let people know that as well.

How often do you bring it back?

We usually do six months for re offers, like for big massive offers. But for you I do, I'd either do six months or once a quarter basically with, with a bit of a lead in. So you could do like a two week lead in where it's like, right guys, it's about to come back in two weeks. Do a video, whatever you like, drop it for maybe 48 hours and then close it off again for three months.

You might get a feel for it as well. Like people ask, oh fuck, I missed out on it. When's it coming next? When's next? And that might start to like some testing round.

Yeah, yeah, yeah, you're going to figure out what's best for you.

You could do a waiting list as well. That can work really, really well rather than just like a public on mass launch thing or there's loads of ways you could do it. You could do like a special offer. If you join the waiting list, you get like a little bit of a discount or something like that. That can work really well. But yeah, what were you thinking? Darius? Still related to Mike's question, but I.

Wanted to go back to Jesse and.

Ask what's his kind of staff requirements.

Of running this kind of system on the school? So what's Hamza running in terms of doing 80 to 90k per current revenue?

Sure.

I don't know for sure what his like team composition is for that, but I believe it's super light. So I think he has at least one coach doing the calls in there because he is doing actually a lot of calls, which is pretty interesting. Not a lot of communities do this.

Well, him personally?

No, I think one of his coaches, like, they do like a, like and they're at meal times. Which is actually pretty interesting because anyway, if you like when people. He has this in the, in the call description. Like when people eat together they like bond and then they form better relationships in the community, decreasing the probability that they're mature and they're getting more value out of that. But it's not just like okay, it's like lunch call, you can attend and talk about whatever. They have like multiple calls for different topics like.

Business or mindset, open call, that, that sort of stuff.

But I think it's at least maybe one coach, maybe one community manager, but that, that's it. It's not a. For example, he doesn't have like any multi person sales team that he's had to recruit, hire, train and manage to run the community. It's pretty likely.

Yeah. And he doesn't. It's not sold by sales team, is it correct?

Yeah, it's automated.

Any other questions on that, Mike? Any. What are you thinking from all of that?

The having it on and off is interesting. I never even thought about that. I would have just, just assumed that overall if I looked at the year I would take in less revenue if I was to do that. But maybe that's not the case.

That might be the case.

You know, we got to think like, because I'm going to constantly be pumping out content.

Yeah.

They're always like constantly fueling that engine down.

Yeah, yeah. So I mean there's kind of, I mean there's only two ways to go. Well, there's three ways to go. Way number one is do the every six month massive launch but nothing for the rest of the year.

Right.

Way number two is to have a standard course and you put it in your bio, you put it in all your video descriptions and anyone can buy it at any time. It's a friendly price. Where you don't need a sales team like 905, 500, something like that. Or the final way is to go more of Mike Diamond's way and have a sales team sell it high ticket and then you've got more control that way. I mean you're lucky because you've got a massive audience. So there's a lot of predictability. You'll get shit, tons of traffic, loads of people will buy it.

Can people only buy yours if they have call?

Yeah, they have to be on a sales call. I was gonna say for you what I, if I was in your shoes, I especially with your brand, I would offer it in a short window to promote that scarcity. I'd even Throw in there and say like, if you also potentially want to work with me, you have to be in there kind of back as an entry. Then get as many people in and then close it in 48 hours and tell everyone else to get on the waiting list. On the waiting list you can email like a few hundred thousand people whenever you feel like if you want to get more revenue. And then in that group that you're gonna have, if you want to sell like high ticket coaching, have a call. Like have them join a call once a month or every two weeks with maybe a co coach that you want to have on board. So they kind of like start associating the co coach with you and then you can sell them on a high ticket offer. So like at the end of those group coaching polls that you have with the people in there, you'd be like, hey, send us a DM now. And whatever messaging platform you have if you want to work with me closely or work with X. And then you can still start making more money on the back end. So you sell like a 10k coaching offer. I don't know if it's with you or with your co coach.

Do you do any of that? Like one to one?

Yeah. So now I have a co coach. I have a co coaching type of system. So right now my clients will speak to, it'll be myself and a co coach in a chat and I'll throw in a message here and there. Like my co coaches know what to say and then they get private calls with my co coach and then they see me in a group coaching call over the weekend. So that's like three hours of my actual time in terms of having to speak to everyone.

Per week.

So per week. So I like being very involved because I feel like they'll stay longer. Like especially if they're gonna pay like seven to ten grand. That's. It's a client you want to keep long term, right. And give them such a service where they're like, I don't want to go to anyone else ever. So that will like compound over time. So those are the people you really want to do. So I do it once a week, maybe once every two weeks. But they're like, they're not that bad. It's an hour, hour of your time once a weekend. It works, it works nicely. So I would do the low ticket, make people pay to get access to you through that, through that coaching and then for them to ascend through the, through the course that you have and then maybe like include as many Coaches as you entrusted in those group coaching goals and then they'll feel like, okay, this is the next best thing to mine. That'll like lessen time on your hands and.

What are you talking about? Are you talking about fitness?

It can be YouTube coaching as well. Like they all kind of work the same.

Yeah, yeah. I was just going to say one thing.

Absolutely.

You do not need is a sales team to sell a 500 pound. No, no way. Like literally number one, a rep's not going to want to do that personally. And it's just like adding complexity to something that doesn't need to exist just because that will just convert itself. Kind of like Jesse, what you said about hamza, he does 500 pound and then 100. I can't imagine he's got reps doing that at all.

No, no, I, I don't think so.

No, I don't think he has a high ticket upsell. I don't know if he's planning to.

Do one, but yeah, what's the threshold for the closet?

Anything over two ground notes.

No, I'd say three commission's rubbish on two grand. Even if it's 15%, it needs to be three grand if you're going to sell something high ticket, 3K is the absolute minimum.

Because you give 20% to a closer.

Yeah. Because to be able to pay a closer, their commission needs to be worth it. You can play with it a bit, you know, they can work more days, more hours, blah blah, blah. But ticket price 3k.

Mike, can I ask you. So you are doing low ticket and.

High ticket offer to your clients. Right, Right. So right now I, I'm only doing high ticket.

Only high ticket.

Okay.

So no low ticket.

So no low ticket.

You did that before?

Yes, I, I created a course from coming from to the first mastermind and I ended up deciding to just make it part of buying the high ticket offer. Just cuz I don't want to have to deal with more, more people. But eventually I think when we run ads to take advantage of the leads, a no ticket offer is smart to just get them in your ecosystem. But right now it's YouTube video. They fill out an application form to booking a zoom call and then they'll speak to my closers and you can set it up in a way if there's a money question of like how much are you willing to invest? So if my guys, like if someone maxes out how much do you want to invest in terms of the. The question, they'll fall into my calendar and then you can offer them like something a bit more premium. So have like a 12k offer to have 30 minute, have close with me bi weekly.

All right.

But yeah, basically it's, it's straight to high ticket that way. I, I would say in your shoes, I would rather do that because you get more cash through the door.

Yeah, yeah.

Because I have like 150 online clients.

Right now and I'm.

We are doing 250, $50 a month. So it's kind of low tickets.

Yeah.

And I'm like, I can't take on more Kai and go up to 200, 300, 400. But I have, I have two coaches right now for me. But this was what we talked about last time. Like maybe it's better to go to a high ticket.

What's your mark? Like who's, who's buying from? Is it from Sweden or. It's only Swedish people.

So I'm doing everything in Swedish.

Yeah, yeah. So with me, if it's uae, Saudi, us, like those are the people we for sure are going to have on our calendar. So I'm not sure about like what the Swedish market is like in terms of how much they're willing to spend. I have realized people in Europe aren't, aren't so willing to spend more money on their, on their fitness.

Yeah.

So what are you like, what are you providing for them in this high ticket offer?

Right. So it's unlimited, like changes in terms of building their nutrition and diet. If, if a client of mine wants to, if they travel somewhere they can send me photos of their gym and that will get done. Or if they can only use like a certain meal prep service in that country will be done. Now that I do have a co coach and I do have like a VA on the back end who can like deal with all of that load. Right. So it's not intensive on me. So it's very, it's what I would consider the highest level of coaching in terms of the attention to detail. And they also have like the weekly zoom calls with me once on, once on the weekend and then they speak to my co coach once a week at their.

You do one on one with each client?

No, no, no. So it's a group. Yeah. So before I joined Cole Gordon sales thing, that was the one thing that was probably worth all the money of like don't, don't do one on one coaching to save you the time. You'll burn out. You won't be able to scale that offer.

Are you doing group?

Yeah, I'm doing, I'M doing like maybe not this high, but I'm doing a lot of that. But for my low ticket clients, I'm doing four seminars a month every week.

And we also change like the nutrition plans if they are, they are traveling or so what.

Just remind me what you're charging right now.

Right?

So we're not charging $7,000 for 16 weeks to be and I've gone as high as 8K. And that was when we had that like that was our all time high in terms of charges. But also we had a lot of leads that coming in because my YouTube channel had like. No, we averaged like 2 million views. The YouTube channel, about 4. So I was like that was the only way I could deal with the volume. But what I realized is I charge 7k for them to be in a group coaching session with me or if they just want to work with my coach on their own, they have to do 4K. Right. But they kind of, the idea is that it's my method, like my unique selling point of the way I coach that they get access to which clients are very, very happy with. I haven't had one person. They're actually happy that they got that in the end because they want the result.

At the end of the day, they.

Don'T care about the rest.

So in my head, what's hard to get into my head is that people pay 7.8k for coaching.

Dude, bro, Dude. I've got to tell you this story, man. I went to this. Do you know who Sabri Subi is?

One more time.

You know who Sabri Subi is? No. He's. Do you know Sabri Subi? Sabri Subi?

No.

Well, anyway, I went to this, this talk with this marketing guy who's just phenomenal. And I was, I just randomly sat next to this, this guy and we could all ask Sabri questions and this guy was like, oh man, I've got this trading offer and it's like you get a course in coaching and stuff and it's like 149 US and he was. I'm really struggling to sell it, man. I'm struggling to sell it with ads and all this. They had like a 20 minute conversation and Sabri knew he knows me, so he knows our ticket price and he's like, dude, the guy sat next to you sells the same thing for eight and a half thousand dollars. You can't sell it for.

I'm gonna, you know, I've tried out a bunch of things like where I worked with Wolf here, there's Two things you will be able to do to scale things. Number one is price. So if you have 250, if you double your price, you might lose maybe, say, 50. But then you have half the workload.

Yeah.

So the two things you're going to be able to change is your price. So I would run that number up, like, test it. Right. Keep on testing it. Go 250, then go 5. And I did that. I was also like, 250 50, once upon a time. And then once you feel like, hey, okay, I'm at a point where.

I'm getting, like, resistance on calls and we're going to do it on sale. So raise your price for sure. That's one. And then the second thing is how many people you get through your funnel. So that's what I'm struggling with, is that I now need more leads at the top, so I get more people at the bottom. But even, like, let's say you just doubled your price and you have half of the workload to deal with. If that's, like, already a win. I know coaching can be, like, super intensive in terms of your mental bandwidth and just worrying about those people.

Yeah, yeah, exactly. That is what I'm feeling right now. So we went from 60 clients to 150 in, like, three, four months. So it's a lot of new clients and I'm getting about 100 leads and closing about 50 of them. So the closing work is still kind of good, I think.

Yeah.

But when we get more clients, right now, I don't feel this joy of, like, hey, nice. I'm like, oh, my.

Yeah. It's almost, like, painful to sell, isn't it? Because it's just.

Yeah.

You're like, it's not even worth it.

Yeah.

It's what's coming in versus the work you have to do. It's just like that balance. So you want to get everyone it. I mean, it makes sense. More money.

I feel more stressed, like. Like, yeah. When we grow, then when we lock. Sometimes when I see a sales lock company, I was like, oh, it's fine. It's good.

Because.

He gets a sale, he's like, something is wrong.

Surprise. The customer ratio, it needs to go that way.

And you're like that now, Alex, imagine you close someone at eight grand. Ah, fuck's sake.

Yeah, yeah, I'm just. I'm massive on that. Because at the end of this, perceived value as well. Well, when you. When you pitch someone at 8, there's just immediately their perceived value of what they're getting at the Other end is, is completely reverse engineered and you can actually scale. I mean the fact that you're concerned to scale is.

Yeah.

And.

But I, maybe it's limiting, limiting beliefs.

But.

So I have only Swedish clients and 90% of them are women.

Between us.

Yeah.

But fitness help.

So they're not fit.

So.

So a lot it feels like, like they are between 25, 35, maybe just had their first child.

Haven'T been working for a while. So the economy for them is not great. So maybe I also need to, I don't know.

You've got to test it, man. You got to test it.

People tend to get better results when they pay more.

Yeah, you pay.

They do.

You pay.

Yeah, they do.

And they're like the best people to work with. You're like actually looking forward to working.

Yeah.

Better clients ask less questions, get better results, have less time.

Yeah.

So. So I, we actually went from when I had 60 clients, I was, I was charging them 15, 150. So we went up from that to 250. So I was like, oh, oh my God. Now we have like. But I need to go up even higher. Which means if you're selling like seven 10K programs for four months, you can.

There'S different ways you can do it a lot, like putting so much stress on yourself. So you can go like 250 to 500 for example, and then you can offer payment plans depending on what offer you have that you can see even now when I went from, I was selling 6k, I. We did 8k and I brought it down for my sales reps, which I should have never done.

But you can break the pricing down in such, in different ways where it should still allow them to come through the door. Right. I don't know. Are you doing sales calls?

I'm doing some sales calls and I got one closer as well.

Right.

So for like a sales call, it's, it's worth like testing. It's worth testing, testing in. You can almost say, hey, you can give different pricing points to allow them to come through the door. So for example, I have seven. I have seven k. But I will let my closers sell a client at 1k a month on the co coaching offer, which is 4k. Right. So it allows you to like grab more people, let more people through the door. So just like slowly increase, which is, is what I did. And you'll see like the first two sales come through and it will just shatter the way you feel and think.

Yeah, I remember when you did it and I could remember that that day.

Oh, fuck.

So can I ask you how many leads are coming in and how much are you converting with that price?

Yeah, man. So we'll have about 100 people apply through the Typeform a day. Right. With YouTube crushing it, 100 people apply and then there's a lot of cancels. Right, so we'll cancel a day. Yes, a day. A day.

Jesus.

Yeah.

When I'm not. And that's like the channel's doing really well. This is the shit thing about organic is that you can't really control your input too much. So it can go as low as 60. But what I've realized is more so like the quality of the. Of the lead that you're getting. So even then it won't fluctuate too much. So 60 people will apply. And then my closers right now they're all speaking and I have two guys who are working right now, they're all speaking to two to three people on average a day.

The show up rates about 50.

It's roughly around there. Like we're. We've been changing and trying to test new things. Yeah, we thought it's like I built in way website that hurt us. I tried different things with like the call to action. I tried changing the funnel and then ended up just going back to what we're doing initially. So with them it's about 50, 60. With me, like if I said because what I was doing was messaging them on WhatsApp, when I was doing it, it was like 100% and I would close about when. When like it's summertime, it's like 70 closing for me. My closers don't get that right.

Because this.

You'll always see a difference between conference and my closers get about the one guy that is questionable now is between 15 to 20% which I think he may not stay on too long. And we just brought on a new guy and he's a killer. He's doing like 20, 25. I thought it'd be better, but that's probably.

Sometimes you need a little bit of complex competition, man.

Yeah, yeah. The new guy before on the screen.

The target group though, when you did low tickets and changed to higher ticket, did you also change the target group of for sure? Yeah, you did for sure.

So my messaging is high. Busy professionals. That. That's what I'm targeting is busy professionals. But I will say we do get. We do get like a range of people who buy a. I've had people who are bus drivers will buy at the 8k offer.

So depends how much pain they're in, right?

It depends.

It depends on the pain.

So, like, that's also a big indicator of like how much they have to lose. Because if someone has to lose like £40, like the 7Ks and the £40. Right. If someone has like £10 to lose.

What, what you could play with is the avatar, I mean, on that whole pain. Because the more pain that's there to be solved, the higher the price.

Yes.

Generally, you know, how are you getting somebody with.

I never thought I'd heard.

Mike just. Can, can you tell me how to get more women?

That's something I never thought. I hear you say.

Are you like.

Putting out glute focused?

No.

No.

So the thing was, my ex, who I was together with for eight years, she was competing in bikini fitness and I was her coach. So she had a lot of followers. And since I was coaching her, I was putting out a lot of content of her. So a lot of people came through her. So I just got more women like coming seeking help. And then since that became my target group, I started also to only make contents for women. And also it was easier for me to get them results because. Because they didn't want the abs. They just, they had like, they just wanted to lose five to 10 kilos and they were behind. So naturally just gone that way because of the coaching.

So your target audience is still going to be females moving forward.

Yeah, because the thing is, it's working so well right now. Like, it feels like they are getting good results and they, they're even to work with.

We have a lot of like satisfied customers and we are converting. But the only thing is I, I wrote down maybe change target group because if I want to increase the prices, I have tried to push it, but. But maybe enough women with money.

Yeah.

So it was hard.

Like you can go for the business, business woman. But then we need to change a lot of our structure in the plants and things like that as well because they're a lot busier and they, they are not getting the same kind of results that the other women are getting.50%. Right.

So if you can probably increase price to a point where you get to like about 20%.

Yeah, we talked about. But what like you said something, they come through the door. What if we still kept them coming through the door but had some kind of upsell? I don't know. Have you tried that?

Right.

So you want to. And again, I've learned all this stuff from. Will you want to rather start with the highest price point and then have. Have other options for. For them to come in. Right. So this will. This will come where your scripting will really work. So the like a 4k offer that I'll sell to someone who can afford the seven is like, hey, it's a slight adjusted program for a slightly adjusted price. And they will not get the group coaching call, for example, and they'll have direct access to my code coach. It's all the same. The only thing is you're not just chatting to me directly.

Power.

Yeah.

So.

So it's better to. To get the conversion down by testing more.

Yeah.

But do they pay in full?

Yes.

Yes.

So you have people who, like, I want to.

Right. So it's like. Because we've tested a lot, There was when we're doing 4K and me and Will realize this, we're like, dude, too many people paying it for. It was like 90.

Yeah. Two too many people were buying. So we had to raise the price.

So then we went to five.

I got to that point where I was like, selling my soul type of scenario where I wasn't having a life. Then we went to six.

You went six to eight?

No.

Yeah, we went six to eight.

Yeah.

And then we lost the closer because it was too much of a jump for him. And then we went from. Now we're at 7. So you can test the it like you. It won't hurt you moving the price up. Yeah, you. I think, like, Will said this to me, which he's like, the only reason you won't sell at that price is if you doubt. If you have, like this mental block, if you don't believe in your own product, but if you do believe in it, you won't have an issue. Yeah. Where did you go from 8 to 7? Why? So at the mastermind, I re like, the last one, I realized that I was working too much, Right. I was working too. Too much in the business and not on it. So I was selling at 8k, right. And then we had a closer that I got from Cole Gordon that he was selling five like hotcakes. It was like way too much volume. And then I jumped to eight and he. He had a hard time selling and he decided he wanted to be a coach on his own. So I said, okay, if I'm going to be on the phone to charge, then we had eight. And then I wanted to get a closer on. So I said, you know what? Let me just bring it to six and get the closers because I thought I made a mistake jumping too high.

I think you can get just a.

New closer right now. But it meets eight and they will sell. Just find a date. Yeah, that was my mistake.

I should have never dropped the price. But I think the. Yeah, I should have never dropped the price at that point.

Lesson learned. Yeah. So I mean there's a few things that you can play with right. We. One would be the avatar. Change the person you're selling to. One idea. Right. Another is obviously the price. That's a massive lever that we can all pull in any business. You can play with that. Unless you're you. You're selling eight already pounds which is sick. And another thing to keep in mind for both of you guys is backend as well. So do you start high ticket and have a down sell for leaves that don't buy or do you because that's what kind of your. That's the way you've gone. That's worked really, really, really well. Or do you do what you're going to do, Mike and you start really cheap and then take the buyers and sell them something expensive like your mastermind. It's one thing that can work really well. You should definitely think about something else to sell.

Yeah.

I think because your price is so cheap. Is it £500 or dollar pounds?

It can be changed.

But.

What you said about your course.

Is incredibly interesting for someone like myself is trying to build a personal brand. I would pay 100%. 500 pounds. Definitely pay 1,000 pounds. Yeah.

500, 200,000 pounds is definitely a good.

Price point in my opinion for a course of that kind of level. Your authority, your brand, your YouTube channel.

I've also got your app as well.

So.

So you know you've already got a war audience railway. So I've definitely a minimum £1,000.

Yeah. I'd do £995.

997. Man seven is the best.

997.

We all know that by now.

Fuck's sake. But no, I reckon, I reckon 9.95 pounds with either 50amonth or 100 pound a month for the community in one group call a week because then you get good cash up front. You're gonna build yourself a recurring red stream like Hamza has as well. And he's doing like 90k a month now from just recurring. And dude, with your audience you'll be able to get to that size no problem.

I think you should do limited group calls as well. I would say for early movers for the first month. You know, that's what we did. And we did and we did sick with that so for the first month, they have access to group calls. Review. That's going to drive a lot of traffic to the initial sale for the launch. And then after that, you can hand it to somebody else if you want. And I would hand it to someone else because that's where the upsell will come in. Like all the coaches that we have.

That's true.

Yeah.

All the coaches that we have for the organizations is that they're coaching, but really they're prospecting, you know, so they're building the value. And. And then whenever somebody wants more, they're like, yeah, yeah, we do that in the other program. And that just funnels to a call.

Oh, yes.

But if I'm looking for a coach, I'm looking for somebody who knows how to.

Yeah, yeah, that's gonna be a challenge, but something to consider at least.

Yeah, you'd have to hire a customer or maybe someone off your app. Maybe you look for someone that's really successful with your app and who's got the personal brand and stuff like that. They don't have to be the best in the world world. They just have to know your stuff, be good enough. And I think I've said this to you a few times. Like, you should have a back end where they then get you.

Yeah.

But not you on the front end. Because for 995, you should not be doing nothing. But that's too cheap, you know? What. Do you still do the calls yourself, man?

I do the group coaching calls.

Yeah.

Or at the 6. At the 7K.

See, that's worth it for 7,000. It's well worth it, that. Because they should be getting you for 7,000, you know. So.

Yeah, I think it also depends on, like, the longevity of the business. Because if you don't have a coach, if you don't have weekly calls, the community, you know, there will be a place for them to meet. The program might die off after six to 12 months. That's not a bad thing. But it all depends on the intent that you have with the business. So I think just consider it, like, how. How much you want to expand it. Do you want to do it for like, one year and sunset the program?

So.

And if you don't, then definitely a coach, I think, is 100% necessary.

Yeah, that'll keep that retention, that payment as well.

Yeah, it depends what the goal is, man. Because if the goal was like, just, you know, put the link in your YouTube videos and leave it there and just do 995 on its own, then you could get away with a lot less, you know, but you're not gonna make as much money kind of thing. Or you know, if you, if you said to me like will I want to make as much as possible from this and scale it as far as possible, then I'd be like right, 995 with the recurring with a high ticket upsell, blah blah blah and bolt it all on. Get the. You know, you know what I mean? So there's a lot more sounds better that sound better. Right.

Fire.

You're getting guy behind me again.

Are you selling personal brand or fitness? It's personal brand, right?

More so.

Yeah, yeah. Just one thing with, with fitness offers, it's like fitness people aren't action takers. So I would, I would definitely implement the scarcity tactic of like hey, 48 hours like since from watching video because if not you'll, you'll get so many. You'll see a lot of guys like not convert. Because fitness people overall I've noticed are, are more so like.

But you hit your broad audience though.

Right now since I started doing more lifestyle stuff.

Yeah.

Like I get asked more questions now to do with the lifestyle and social media than the fitness is an app.

M this new course that you like because educate is like an app, isn't it? Are you doing the exact same?

Right.

Okay, but can I ask how many were you predicting to get for or 500. Like how many do you have some kind of number?

I want it to be, I want to be clear. Over 100k a month easy.

What?

£500?

No, not 500. 997.

Yeah, I was going to say you'll never do that.

£500?

No way. But if you do 995 with a recurring and a back end, then I'd be surprised if you weren't doing 250. Yeah, but you need a sales well. Yeah. You need reps to sell the upsell and like that. So it'd be a bit more fiddly but you'd make 5x the money.

Yeah, no problem in the initial stage. I mean it will be easy but obviously it'll taper off over time.

Yeah.

That's when you're going to start to consider upselling, coaching, all that kind of stuff.

Don't. Calm down, man. Calm down. I respect, I respect your people.

But.

To get, to get to 100k per month, you only need thousand people paying 100.

Yeah, yeah.

So if you just get them in and get.

If.

Even if it's laser focused on that and keeping that retention, there's your. There's your K. Yeah.

Is this. Is this giving you ideas, Dario, for pricing and stuff? Yeah. Yeah, absolutely. Nice.

What are you thinking, Zach? Is this starting to give you ideas for pricing and stuff like that?

What I'm trying to do is I'm trying to figure out the order in which I do the to do's, because.

I'm at the beginning.

So I've not actually done anything other.

Than what I do as a job.

Which works well for me.

But I'm trying to figure out, okay.

Once all the magic of the Mastermind.

Wears off and you sat back at home, I understand, what's the first thing to do? You better fucking build it this weekend then, haven't you? Yeah. Getting older. No, you know what? You're sitting next to someone great. Because Alex, you just started yourself, haven't you? And you smashed it immediately. What would you say to him about your steps?

Yeah, I mean, we were speaking about this before we started because once we had the idea, I literally said, I just shut everything off. And I said, for the next five days, I will not touch a single thing until this is built. And I built the whole thing in three, four days in the end. But as I say, I shut everything down. And I said one thing, one focus. And then next time we spoke, we had a V1, and then we just built over time.

Yeah. And when you say you did it in four days, so I'm guessing you decided, Right? What am I going to offer? Yeah, you built the program.

Yeah.

In.

In the V1, it was four and a half hours, so it wasn't a lot, but it was just like super dialed in, really focused. This is exactly what you need. And then the group coaching complemented that. Now we've got double the length of content. We've got eight hours now. But the group coaching is really where a lot of people get most of the value. And that's just two hours a week. On a Friday, I do one hour and my coach says one hour. So my. My actual commitment to the business right now is one hour. One hour per week.

And what are you selling the call for?

What am I selling? 8k per year.

What's one sales price, though?

£8,000 per year.

And you built one.

Four days.

We built the V1 in four days? Yeah.

Oh, dude. Nine months. I built our entire platinum program between Christmas Day, New Year's Day. Never. Yeah, about. About three days. About three days. But, man, I. I was doing like 14 hours a day, full fold.

Nothing else.

But that's about.

Right. I Get what you mean?

Yes.

Did you have the list, by the.

Way, when you launched?

I built, I built a strong audience on LinkedIn. So like that's where I've built most of my critical mass. I got 40k followers. But for like a business based software sales audience, I've built a lot of domain reputation there. And now I'm trying to, you know, pivot and do YouTube and other things like that.

That was a quick turnover, that's why. Four days.

Yeah.

You know, Will knows it was just like completely down in.

Yeah. The power of audience, isn't it?

Yeah.

One thing I'll say is, well, it doesn't have to be perfect to go live. You don't want to.

That's true.

You don't want to go back like that again. Is this right? Is this right? Just get something that works and then you just reiterate.

Reiterate, yeah.

Plus your customers will tell you what they want to see, a B2 or whatever. So I think it's better to do it sooner rather than later.

That's like a massive mindset shift for me that. Because the only other thing I've got to compare it to is Charlie and.

Beau with Easy Grow, which was a.

Nine month process of them building hundreds.

And hundreds of hours of hours of content.

So like in my mind that was the only option.

No.

Do you know what I mean?

So that's like they want the outcome quickly is the other thing. I realized that one of the bits of feedback I was getting consistently was how happy people were that it was the length. It was because they're like, I've paid because I'm, I'm trying to get to an outcome.

Yeah.

And they've said to me they've been in cheaper programs that were 20 hours and that was like actually the opposite of what they wanted because they're like, I'm trying to get to this outcome quickly. I'm busy. So most people have found way more upside in that.

That's super interesting.

What is the promised outcome to secure.

A role in software sales within 60 days.

Okay, we don't have a question for that.

So I have to build a video of my new course and I was wondering if I should keep it private as for the members or if I should just have the V2 being my content on YouTube being public. And I said to my new leads, just the subscription access to the group with the group questions.

So what you're thinking, should you launch V2 to your existing customers?

Yeah, should I keep it? The private content and setting the online course plus the subscription then with the groups. Or should I just have a super nice v2 be my YouTube content? People see what I'm doing. Solving the first problem.

Yeah.

And I sell to them the access to the group. That's the second point.

So I would do. I would do a fee with recurring.

Okay, but so you will have the. You'll have the V2 being public and then still have a feed plus recurring.

For the group chat line.

Are you asking should you sell the group on the back end?

Yeah, I'm wondering if my new offer should be still. You have the online course plus the discord with my analysis and everything.

Yeah.

So I still have to figure out how to build a sales funnel at some start. Or should I just build my V2, make it public so my current customers can see it and I can attract leads with that and to the new leads.

I will not sell an online course.

But I would set the discovery and everything. So in that case I could set a C.

I feel stupid, but I don't understand what you're asking.

So you've got a program now?

Yeah, I got a program. In any case I have to make a V2 online course.

Yeah. So make your existing course better.

Yeah. And I feel, I. I feel bad for having this private and not use that publicly just to advertise about my.

Brand and what private the course. Sorry, have what private? So you feel bad about having it private?

I mean I would like this new content because it will take time to create as it will be a V2 of my existing course with more quality into it. I would like to use that as to compared content also for my YouTube channel. So I would like to figure out if I just build this course and keep it as being the content you get when you pay or if I use this, I create a V2. This is my YouTube content. And so then to the new list, I don't sell a course, but I sell only the group where you have my analysis and my group coaching.

Oh, I think I understand now. I would, man, why give it away for free on YouTube?

Just to give some value up front.

Just give snippets, man.

Yeah, I would. I would do snippets. Or just one module.

That's what we did as well with up level and accelerator. Yeah, like one module that was really popular.

Yeah, because then they want more.

Then they want more. Yeah, I would tease it out. And also you could sell the V2 to your existing customers.

I already promised I would leave up to them, so.

Oh fuck. Sake. Just cost yourself 100 GS.

Should we have a break?

Yeah, you know what I mean. We've got to have lunch. So let's have lunch. 12 to 1. And then we'll get back in around 1115 and then do the last session, then go to the yacht.

Cool.