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Hey guys, it's Will. And I'll show you how I made just above $33 million now selling online courses and online coaching so that you can do something like this for yourself as well. Now it's a bit of a messy board, isn't it? This is actually taken from a real life consulting session that I did here in my apartment yesterday. And I'll put some footage on screen so that you can kind of see inside it. And what I did, I spent 90 minutes breaking down a person's business. Now they're new to doing this and they've only got a very small handful of clients so far. So what you're seeing here is where most people give up. What you're seeing here is where most people spend one or two, sometimes three, some sometimes slightly more months and then they get to this stage. The business doesn't quite work. It doesn't make anywhere near the amount of money that they thought that it might. And like it looks, it's a mess. The business is, is a bit of a mess. And I showed them how to, to clean it up. And that's what I'm going to do for you here today as well. We're going to clean up this mess together so that if you are new to selling online courses or coaching programs or mastermind events or even if you're like my client here where it's in motion, you've got a few customers but it's not doing any significant numbers yet. And you need to understand what's right and wrong, how to fix what is wrong, how to see the bottlenecks, remove the bottlenecks and push on the gas and scale things up. Well, by the end of this video you are going to be so clear on how to build one of these online course and coaching businesses properly how to grow it, how to sustain the growth and do some pretty awesome numbers in the process just very quickly. For those that maybe don't know who I am, my name is William Brown is the name of the channel. I've built two eight figure E learning companies now back to back. Sold one of them last year to private equity. I'm one of only two people in the world that's ever done that, me and Alex Hormozy.

And you could say that I kind of know what I'm doing by this stage. Almost 10 years in the game and I've worked with people in every niche that you could name or imagine from golf to knitting to trading to E. Com to dating to buying and selling watches manifestation and everything in between. Now let's get into the video and we'll start with this. Now, whenever I work with any client, whether it's in person, whether it's online, the first thing that's in my head and I want you to adopt this way of thinking, what is the bottleneck? What is the problem?

Whenever anybody comes to me and they ask for help, that's the very first thing that's on my mind. What's the problem? Right. And when I asked this client, he said, well, through paid ads, which we'll get into, he's had no sales so far. He's trying to sell to multiple avatars through the funnel. So in some of his ads it's beginners. In some of his ads, it's people that are further ahead. In his vsl, it's more beginners. In his sales script, it's more people that are further ahead. He's only got one offer which doesn't really account for the different avatars. There's no product ecosystem yet again, we'll get into that later. But no sales number one, two or three different avatars number two. Therefore the messaging is completely fucked. Number three, the offer is a bit fucked and the ecosystem doesn't exist yet. And also somewhat costs. I'm not really going to talk about costs today because it's not, it's not really relevant. I just want to give you guys the foundation and show you how to solve problems and show you how to build and grow these businesses properly in today's video.

So let's dive into this stuff. Now when he told me these problems and bottlenecks, the next thing that I asked him was this. Now these are the pillars of one of these businesses, TSCV Traffic, Sales process, conversion and value. And when you get these four things working properly, when you get them in alignment, you can't help but to make money. But if any one of these one or more are not in alignment, you're not going to make money or you're really going to struggle. So let's talk about traffic. He was running Meta ads using Instagram and there's already something that I want to talk to you about there, which we'll get to in just a sec. Sales process was a VSL that was converting at 1.6%.

So add VSL survey call. Now that's fine. That's what most people should really do. That that's the most efficient vehicle ad or organic VSL survey call. Right? So conversion is a sales call.

Value was a 6,000 pound program for 90 days. And I won't disclose the niche, I won't disclose the offer because number one, that's private. And number two, it's just not really relevant to today's video and it was a done for you offer. Okay, so one offer, 6k, 90 days done for you. That's it. And that is in itself is a massive, massive hole to be filled and corrected there. Right? So looking at this on the surface, this is solid ads, great bit of organic, great VSL survey call, perfect 6K price, really good price point, 90 days done for you. That's a solid business. That's a solid business right there. So what's wrong with it then? Well, problem number one is he wasn't getting any sales which is linked to problem number two and three and four, really now he was trying to target two or three different avatars. Therefore his messaging was a mess. Therefore his offer was a mess. And one way to clean up that mess, this is the first nugget that I want to give you guys today. One way to clean up that mess is to have a product ecosystem. So let's talk about this first. Now for those that maybe don't know what I do right now, my current consulting business last month we did $580,200 cash collected with. We don't have the P and L back for the net profit yet, but about 520k net profit for January 2025. And one of the reasons that we're able to do such big numbers with such a small team, with such a high profit margin is because we've got a product ecosystem. Right. And what I mean by product ecosystem is naturally you're going to bring in through your ads, through your organic, a lot of different people. Some people will be on the richer end, some people will be on the poorer end, some people will be more beginners, some people will be more further ahead. Some people want to move faster, some people want to move slower.

So it's nice to have an ecosystem that gives options to those different groups of people. Right now one thing that I do in my current consulting company is I've got a full done for you offer. I've got a done with you which is really more just coaching and helping you and I give you my training program and that kind of thing and you get anytime calls with me and my entire team and we do it with you. We've also got a group program which is obviously group coaching calls much more scalable and the costs vary. You know, done for you is the most expensive done with you is in the middle. Do it yourself group program is at the bottom. We've also got a three day mastermind, one day workshop. My book, some 297 resources that are inside the book. I also do the at home consulting sessions where you can literally come to my apartment like this guy did and we just get the whiteboard out and solve your problem for you. So, and I've got an exit your business offer which is pretty much no one is right for that. It's a very, very, very, very niche offer. But, but I do have that as well.

So there's so many entry points into my business, there's so many ways for me to help people right now. Is there anything wrong with having like one great offer? No, that's a great thing to have and it's a great place to start. Nothing wrong with that, that's awesome. But you're going to have so many people that can't buy it, that aren't ready for it, that can't afford it, that aren't in a position to buy it. And that's where this guy was. So he was getting a lot of people who were just wrong for this offer. Like 6k was too high for them and done for you wasn't really needed. So one of the first bottlenecks that became obvious to me is well, can we create more of an ecosystem? Because some people can, some people can't. Sometimes it's relevant for some offers and not for other offers, but for this it was relevant. So I said to the guy, well right, let's do it then. So instead of just having a done for you, let's have a done for you, let's have a done with you, let's have a do it yourself. Right? So very fast and expensive, mid, fast, mid expensive, slow, less expensive. Right. And this allows, it basically opens the floodgates and allows a lot more people to buy who are in those different places with different budgets and different requirements. Right. So, so that's one of the number one problems that we solved together. And that was pretty obvious.

So let me pass this back to you guys for a second. If you have one of these businesses and you're either struggling to make more money or maybe you're doing well, but you want to make more well, can you expand your product ecosystem? Can you do an in person mastermind, in person workshop, online mastermind, would you be able to just sell your training program on its own? Could you do a full end to end done for you? Could you.

Get people to come to your house For a, for a in person session. Right. And just charge by the hour like I've just started doing, which this is my first ever session actually in, in person here at my apartment. And if any of you want to come to my apartment for an in person session, by the way, just comment the word apartment below and I'll reach out and give you more info so that we can arrange it. But that's the first thing right now let's come back to the start for a second. Back to traffic. So meta ads, fine, no problem with that. And Instagram, one thing that stands out to me is, and I wrote this on the board, there's no YouTube channel yet.

Now YouTube is by far the number one platform.

For building a personal brand, selling online courses, selling coaching services. Because long form videos build the most trust. They allow you to really know the person, see inside the person's brain. It's so hard to, to talk on a subject unplanned, unedited for 10, 20, 30, 40, 50, 60 minutes. It's so hard. And anyone that can do that, well, it's obvious that they know what they're talking about. And that builds a lot of connection, it builds a lot of trust, it builds a lot of respect and rapport as well.

And it is. It's the only platform where when you upload a piece of content, it gets views forever. No other platform has that. If you post a tweet on Twitter, it gets lost. If you post an Instagram reel, it gets lost. If you post on Facebook, it gets lost. Send an email, it gets lost. But YouTube, the videos compound on themselves and get views forever. And it generates the best quality prospects and clients. And it's the best way to convey value and the best quality information in the best way. So if you don't have a YouTube channel, that is a big hole in your operation, that's a big blind spot. That's a big mistake. So naturally I said to this guy, dude, get on YouTube. I gave him my full YouTube strategy and told him exactly how to batch test. And I won't get into the YouTube strategy in this video. I've already made a video on this, by the way, if you haven't seen it yet. It's called, God, what is it called now? YouTube is BS, I give up or something like that. Also watch the Nero Knowledge video that I did because I, he used my strategy to blow up his channel. So go and check that those videos out later, right? But for now, YouTube is a massive hole in this. The next hole is the Vsl now again, I'll pass this back to you guys. Do you know what a VSL converts at on average? Well, I'll tell you, obviously, right. I'm not going to hide it from you. This is an educational video. So VSL should convert at about 5 to 8%. So for every 100 people, 100 unique people that go to a VSL page, not views, unique visitors, you should be booking about five to eight calls. That's the average. And if you're above eight, phenomenal. And if you're below five, something is wrong. Something's very wrong. His VSL was converting at 1.6, which is terrible. Like that's just, that's just, that is a massive, massive, massive, massive, massive bottleneck. Right? And if a VSL is converting that low, well, why, why do VSLs convert that low? Well, number one, we're either sending the wrong people there, so obviously they're not converting, or we're sending the right people there but saying the wrong thing to them. Those are the only two reasons why a VSL doesn't convert. Either the wrong people are going there or the right people are going there, but we're saying the wrong thing to them in the vsl or the page doesn't build enough trust. Right. So again, I told him what to do there. Rewrite the copy, add more trust elements to the page itself and that's going to solve the problem. It's just a case of testing. So number one, product ecosystem. Number two, start a YouTube channel. Number three, look into those things that we just covered. Another thing was actually his survey.

Now believe it or not, when it comes to the, the pre call questionnaire, the survey that people fill out before they book a call with you to discuss buying your, your program.

What it comes down to is one word, friction. Right now if you just want to book as many calls as you physically can, remove friction and just make it easy for people to flow through this process, remove the friction. Doing that however is going to let more of the wrong people through, but you're going to get more call volume. And sometimes that can be, can be beneficial actually if you just want to do more volume because you do let more buyers through by doing that right on the other side, we could not have any more friction in what we do right now. So my VSL video, it actually converts well. Last month it converted at 12.1%. The month before it was 16.2%. So it varies month by month because of it's driven by organic traffic. But nonetheless, for me, my VSL Is pretty long, it's pretty deep. I've made it boring on purpose by the way. Like this sounds crazy, but I try and make my VSLs boring so that the wrong people leave because I want idiots to get bored and go away, right? So I don't want to work with idiots. But I know that mature people who or serious about this stuff, they'll sit through a 50 minute YouTube video like unedited, like this one. I've got no notes, I don't know what I'm gonna say next. I might surprise you.

And it's the same for the vsl, you know, I want it to be just the info that people need and nothing more. And I want it to be a bit boring so that only the right people watch it and move through the funnel. And then at the moment we've got a very, very, very, very heavy survey, like 10 very heavy. And again, if people make it through that, they're a very qualified person and they're likely a good fit for, for what I do. So if you want less calls, less volume, but better quality calls add a lot more friction, right? Boring vsl, deep copy, heavy survey, that kind of thing. And this was, this was, his survey was just too heavy. It was too deep for the level of friction that we wanted at the time. Because we, well, I say we. He wanted more calls essentially to close. So vsl, we've talked about survey, we've talked about.

Costs, not really relevant. So he was booking calls for $86, taking calls for $134, which those are great numbers. And this is something else that I'll tell you about very quickly, right?

Sometimes I see people with really great ad numbers, really great VSL numbers. But.

The bottleneck is they can't close the calls, right? There's a top of funnel, there's a bottom of funnel, Top of funnel is your ads, bottom of funnel is your calls basically. Now, by far. I remember one of my mentors once said I would pay $1,000 for a call if all of them closed. It was actually Sam Ovens that said that to me and he said equally, I would be unhappy with a $50 cost per call if none of them closed. Sometimes you can have a great top of funnel, but a piece of shit bottom of funnel and vice versa basically. And it's really interesting, it's very rare that I see this by the way, but this guy actually had a really good bottom of funnel and really shit top of funnel. And this is what really matters by the way. So his problem was not costs. It wasn't costs, it was really the warmth of the traffic number one and just confusing messaging, bringing the wrong people to the call. So again, it's not just about what's your cost per call. It's like how much friction do we have in the funnel and what kind of calls are we actually generating and booking to close? Right, so there's all these little nuances in these businesses. It's very simple, but it's also very complex. But frustratingly and again, this is all tattooed on the inside of my head because I've been doing this for almost, almost 10 friggin years now. I might not look it with this beautiful baby face. All right, that's a joke by the way. Don't leave me a mean comment in the comments section. But seriously, like almost 10 friggin years of frigging doing this now and I, and I love it more than ever as well. So that's kind of the infrastructure. Now where I want to go next is this. Can you see this at the top? Cpa, ltv. Fundamentally, if you want to make money with a info business, with a coaching business, this is all that you have to do.

Acquire customers. That stands for cost per acquisition. So acquire customers for less than they pay you and this stands for less.