Profitable Personal Brand Challenge – Day 2 – GA Session (8pm Bali)

Sam.

Okie dokie. I wonder if everyone's gonna make it today or not. Let's see how many people get locked out and lost.

Admit. Jermaine.

Where is he? Where is he? Let's see.

Nathan. Nathan. Nathan. Nathan. Is he here?

Yeah, I'm here.

Oh, you are here. I was just replying to your Facebook message, dude.

Thanks, man.

No worries, no worries. I love the. I love the market awareness.

How so?

Holding just with the, with the sales call and the pitch. You're like, are you gonna pitch us? When are you gonna pitch us?

What?

Are you gonna pitch us?

Of course, man.

Hey, I haven't pitched you yet. There's no pitch today. There might be a pitch tomorrow for something very special. There might not be. Who knows? I have to wait and see.

I'm not blind to the fact. And I'm not jaded about it either. And I love the stuff, man.

Yeah, no, dude, I. I love it. It's the best. I really love it. It's awesome. Bogdan, what's going on, my man? Everything okay? Everything all right, my man? You good? Nice. Yeah, dude, I just got a box of La Galera cigars today. You're gonna have to come over for one soon. Oh, I'm waiting for that meeting, brother. I'm waiting.

I'm. I'm on, say the time. Amazing. Hell yeah, man. Hell yeah. We'll lock it in. You're feeling better now, by the way, because I know you were last week, weren't you? Yeah, hell, like I, I. Three days I spent in a hospital. Nightmare, mate.

Oh, yeah.

This will learn our lesson. Ah, not to worry. Not to worry, dude. I'm glad that you're better. Okie dokie. Right, I'll give everyone just one more minute. Let these guys in.

So is late comers. Let's see.

If anyone's stuck in the Facebook group before we. Before we get into it.

No, all good. It seems.

Good. Good, good, good. Right, Admit.

Yeah. And then we'll do some questions afterwards.

Good stuff, man. Good stuff. Right, cool. We get off this and get off this. Let's do it, man. Let's do it. Let's get into it. So.

Yep, no worries. We'll get to that in a sec, dude. All good.

Right, I'll let these guys in as we go.

Cool. Get this out of the way.

All right, let's get into it. Let's cover the day two stuff. Let's go.

So, guys, welcome back. Good to have you back here for the day two, and I hope that you enjoyed yesterday today for Day two. I want to start with this. So the anti production revolution and why a cheap Amazon mic will outpour perform Hollywood equipment every single time. Okay, so let's start with the principle for today. So today I want to cover what equipment you need to buy and how to use it, along with how to come up with ideas and titles and a hack that I've come up with for making your videos feel really genuine and high trust as well, which results in. In people buying from you sooner. Okay, but before we talk about that stuff, I've just added this in today. I just want to remind you of the biggest lie in the personal branding industry, which is that you need expensive equipment to be taken seriously. So here's what actually happens when you invest thousands in professional gear, you actually create a barrier between yourself and your audience that money can't break down. And every dollar that you spend on equipment is a dollar spent moving further away from a human connection that actually drives sales in the first place. And the anti production revolution, it's not about being cheap or lazy. Right. But it's about understanding that your audience does not want to feel like they're watching a commercial. They want to feel like they're having a conversation with a friend who happens to know something that they need to learn. This is what comes across in these great channels. Sam Ovens, Nero Knowledge, Alex Becker. This is kind of the feeling that, that they're trying to put across. And when you show up with Hollywood level production, what that does is immediately signal to your brain and to the viewers that this is a performance and not a conversation. That's really important. And people don't buy from performers, they buy from people that they trust. Now, the psychological principle at work here is what is called the pratfoil effect. And this was discovered by social psychologist Elliot aronson back in 1966. And he found out that people actually like and trust others more when they make small mistakes or show minor imperfections, such as letting people into the bloody Zoom room whilst they're trying to do a presentation. Okay, but the key word is minor. So we're not talking about being unprofessional or sloppy. We're talking about being human in a world full of robots. Jeez. Especially in this age of AI that we're heading into. Crikey. So your cheap Amazon mic is not a limitation, it's actually your secret weapon against every overproduced competitor in your space. And this is the reason why it's, it's a bit weird. Quite low production quality people and videos that you might say are a bit, a bit bad or badly produced or bad lighting or something. That's why they often do really well, is because people just know it's actually real, it's actually genuine. It's not a production, it's not a movie. You know, it's being put on here. Now, the way that I position myself as genuine on camera is through two pretty simple things. So using either no script at all or just bullet points if needed, and purposely pausing and using filler words such as, well, so that kind of thing here, here and there, or similar. And this is simple, but it's really, really effective. Now by using bullet points, that keeps you on track, but it stops you coming across as a robot. And by using pauses and filler words and even doing things like touching your chin as if you're thinking or look looking upwards as if you're pondering, you come across as being a lot, lot more ingenuine thought, right? And these small tweaks take time to master, but they make a real world of a difference when it comes to building connection and building trust.

So let me share this with you next. Now coming back to equipment and what you do and don't need when it comes to setting up your home office or studio. What if I told you that every time you upgrade your equipment, you're actually downgrading your income potential? And what if the most successful personal brands in the world are deliberately choosing worse equipment because they understand something about human psychology that the production quality gurus completely miss? This is the foundation of how my raw authority method works. See, in 1977, this young filmmaker called George Lucas was facing the biggest challenge of his career. He was making a space movie called Star wars with a budget that was laughably small compared to other major Hollywood productions. And the studio executives kept pressuring him to make everything look more professional, look more polished. They wanted him to use expensive special effects, hire a list actors and create elaborate sets that would compete with the big budget sci fi films of the time. But Lucas had a different idea. So instead of trying to make everything look perfect, he deliberately made his universe actually feel lived in and imperfect and actually wrong in many cases. He used unknown actors who felt authentic rather than movie star perfect. He created special effects that were intentionally bad, intentionally rough around the edges. And he made the Millennium Falcon look like a beat up old car instead of some kind of sleek spaceship. And even the dialogue had a rough improvisational kind of quality that felt more like a real story, like a real conversation, rather than polished Hollywood Script writing. And he even encouraged the actors to go off script, to take time to pause, take time to think, take time to improvise, make things up as they were going to really make it feel genuine. Almost like I was saying a second ago, so remember earlier when I told you that I do that in my content to make it feel a bit more real, feel a bit more genuine, where I don't mind making mistakes, I don't mind sneezing, coughing, pausing, checking that I'm recording because it's real and you want to keep those real things in your content. Lucas wanted that same genuine, real feel for his movies. Let me come back to the Deck two. And the studio executives hated that. They thought that it looked cheap, unprofessional compared to the glossy sci fi films that they were used to. But something incredible happened when Star wars hit theaters. Audiences didn't just like it. They fell in love with it in a way that they never had with those quote unquote, perfect Hollywood productions. And the imperfections actually made the universe feel real and relatable and authentic. And people could actually imagine themselves living in that galaxy far, far away because it felt lived in rather than manufactured. And Star wars became the highest grossing film of all time at that point and launched a franchise that's generated over 70 billion in revenue. All because Lucas understood that authentic beats perfect every single time. Now, the lesson here is pretty obvious. When everybody else is trying to look professional, the person who looks human wins instead. This is why I always try and do the opposite of what everybody else is doing. And this has been one of my edges. And I believe that it's one of the reasons that my videos blew up in the first place. Because people had grown sick of the Iman Gadzi hyper editing production style with expensive props like, you know, Richard Mille watches and supercars and private jets. It's just become way overdone to the point where it just. Just doesn't feel genuine anymore. And for most, that's just not the life that they truly want anyway. Keyword, truly, right? This is so important. So from my experience, most people just want to own their dream home outright. Maybe have a few investment properties, maybe one nice watch, maybe not have debt, just have a. Maybe not one nice car or something. Have a simple, lean and fun business that gives them purpose and gives them good cash flow and it gives them freedom. And that's more or less my life, right? I have all those things and I talk about those things and that then builds trust with my ideal audience and my Ideal customers, because that's what they want as well.

So a question for you guys to write down and think about today is this. Who are your ideal audience? Who is your dream customer? When people used to say this to me, I used to think that it was just stupid and it was just a waste of time. And I just thought, I just want to get people to buy from me. That used to be my attitude, and I've learned the hard way. It's so important to know, who do you want to become a customer of yours? Who are they now and who do they want to be? Where are they going? What don't they have that they want? And your job is to bridge that gap. Your job is ideally to be who they want to be and to have what they want to have, even if it's just something small, like offering a 1k knitting community that brings together an older generation of women who want to, you know, have connection, have friendship, to advance their hobby of knitting, like one of my clients does, right? Or you might be making, say, 4k a month as a writer and you help struggling writers to get consistent writing work and make a bit of extra money to advance their life and be more like you, or save up for a deposit on a nice home or take more time off to travel and start their own YouTube channel or something, right? Whatever people want, if you can demonstrate that you have it, then they will start to believe that you can bridge the gap for them. Because they don't have it, you do have it, so it pulls them towards you. Or even if you're a personal trainer who's maybe moved off the gym floor and onto Zoom and you're making like 8k a month or something, and you help personal trainers that are still stuck on the gym floor to build a, I don't know, a personal brand and get a few clients and get off the gym floor, too, like you. It's not all about mansions and luxury watches and frigging private jets and all this. In fact, I would tell you not to use any of that stuff unless it truly is what you love and who you are. If it is, do it. If it isn't, don't do it. You've got to keep it real. Okay? Let me let this guy in. Get off this thing again. Otherwise, keep it real. And you're going to hear me say that a lot this week. Keep it real. Be who you are, warts and all. Okay? In fact, being weird, being a bit ugly, being fat or skinny, having a haircut like me. If you have a Stutter. These are all character traits that make you unique and believable and trustworthy. So don't stop doing these things. Lean into these things. Like I said earlier, humans love imperfections because they. You connect more when you're real. And it creates trust, it creates rapport. And that is exactly what makes people love you and follow you and engage with your story and your content and inevitably pay to work with you and get your help and become part of your tribe, so to speak. And this is exactly how you come up with great ideas for content as well. In fact, this is the best way to come up with great ideas for content because all you have to do is write down this. Where did you used to be before you'd solved the problem?

Where are you now, now that you've solved the problem? And what rivers have you had to cross? What dragons have you had to slay to get to where you are now? What problems came up? What things went right, what things went wrong? What's the journey been like? Both strategic stuff and tactical stuff. And again, as personal brand owners, we're basically just selling our customers end result as our current result. Okay. Always remember that we represent the life and the achievements and the outcomes and the realities that our customers want to have.

So document everything that you've done to get to where you are today. And there you go. That's your content. I just want to share something really quickly that just came to mind. So when I first moved to Dubai, I met someone who's now a friend. He's called James. And we were talking about Sam Ovens. And it came up in conversation. I said, like, when did you buy from Sam and why? And James said, well, I saw one of his ads and he was wearing a nice suit. He was in a penthouse in Manhattan. He had a fancy gold Rolex. And that was what I wanted. I want to wear nice clothes. I want to have an expensive watch. I want to, you know, have a penthouse in the city. So I bought from him.

And I never forgot that because I thought it had nothing to do with value. It had nothing to do with the author. It had, you know, it was just he wanted to be and look like Sam. I just thought that was really fascinating and I never forgot that. So the journey that you've walked, the problems and the challenges that you've overcome, the questions that you've answered, the discoveries that you've made, the things that you've achieved, right.

Then with all of that on paper, the camera brings it all to life. So make sure that you really ponder on those things, write those things down and just start to, to build that gap between you and your prospects. Now to come back to my story for just a second. I learned this lesson through one of the most embarrassing and yet thankfully profitable mistakes of my entire career. So about eight months into my YouTube journey, I was feeling pretty confident about my raw video approach. So I was getting pretty consistent views, making pretty good money from my coaching, and people were actually starting to recognize me as that guy that doesn't edit his videos who has a coffee and a white T shirt and a Rolex and stuff. And I was even starting to get recognized in public, which is really bloody embarrassing and quite annoying. But, but there you go. Then I made a terrible decision. So I got invited to speak at a major marketing conference in London. And suddenly I felt like I needed to level up my content to match the other speakers. So these were people with massive audiences, professional video teams, content that looked like it belonged on tv. And I actually started second guessing everything about my own approach, even though it was working, as stupid as that sounds. So I decided to try and experiment. I bought fancy equipment for a second time. I hired an expensive video editor for a second time, actually a guy called Ali Abdoul's editor. I invested in professional lighting, another multi camera setup for the second time, and turned my home office into what looked like a goddamn TV studio again. I even hired a video editor who specialized in premium business content. And it was a thousand dollars per video for editing. Crazy. I was stupid enough to pay that. And for my next few videos I wrote really, really detailed scripts, bought a teleprompter, practiced it until I had it memorized, and spent hours getting the lighting and the audio like 10 out of 10 perfect. And the final product I thought was pretty damn good actually. You know, crystal clear audio, cinematic lighting, seamless cuts, professional color grading. It looked like something that you'd see on cnbc. And I was so proud of this video that I called my operations director, Gabriel, gave it to him to watch. And I was like, dude, this is it. You know, we've got Ali Abdaal's editor now. It is scripted, you know, this guy said to script things out and it's better. This guy said to do this and it's better. And I was like, this is it. We're going to blow the channel up now. And I said to him, this is a video that's going to really take things to the next level. It's going to be awesome. I published it on a Monday evening, waited for the flood of views and comments. And 3 days later it got about 1.4k views when my regular raw videos were getting about 8 to 10ishk views at this point. But the view count wasn't even the worst part. The comments were totally different, like night and day different. And instead of people sharing their stories and asking questions and saying good things, the comments were just shit. Like, good video. Yeah, thanks, Will. Yeah, and even worse, people were saying, what happened to the Raw videos? I don't like this at all. Back to the other style. So it was not only bad, but it was like embarrassing as well. Nobody was connecting with it, nobody was engaging with the content on a personal level.

Right. It felt like they were watching a commercial instead of having a conversation with me. And here's where it gets really embarrassing. So the following week I had a client called at ran over and I completely forgot that I was supposed to upload a video that week. I had about 15 minutes before my next call, so I grabbed my microphone, got back in front of the imac webcam, recorded a quick video about some mistake that I'd made the week earlier. And I was talking about how I'd made 450k a month with a team of seven, no paid ads, and a profit margin of 83.1%. And I was even laughing at myself in the video, breaking everything down on this raw, boring Miro board that I'd made about six, seven, eight weeks earlier that was just sat there and the lighting was pretty bad because it was late in the day and hadn't turned on my professional setup that I'd bought. And you could even hear not only my neighbor's dog barking in the background, but these cockerel bloody birds, cockadoodle doing in the background as well. I said probably 50 times, completely lost my train of thought. Halfway through I uploaded it without watching it back and forgot about it. And 4 days later that terrible video had 12k views and over 150 comments. And I swear to God, when I made that video, I uploaded it and I almost deleted it. And I just thought this is boring. I'm just talking, you know, it's not fancy, this is not going to do well. And it did so well. It's, it's so interesting how these things happen.

And seriously, again, I almost didn't upload it because I just thought that it wasn't good enough. And it's so funny how the video that I was almost going to delete has been one of the biggest videos that I've made. In. In a while. It's so strange how these things happen. And people were sharing their own stories and their takeaways and their ideas, and they were laughing along with my story. And 12 people reached out from that video wanting to hire me for consulting. And we made over 100k in sales from that. It wasn't in a week, it was about 12 days, but we're nonetheless. And the contrast was so stark that it, that it just gave me whiplash. It was crazy. So the professional video that cost me a thousand to produce, hours to perfect, and oh, it was just a nightmare, got less engagement than I'd ever seen. And the amateur video that I recorded in 15 minutes generated more business than any video I'd made in quite a few months, actually. And that is when the aha moment hit me again for the second time. My audience was not impressed by production value. In many cases, they were actually either intimidated by it or actually annoyed by it. So I paid to annoy my audience and get less sales. How stupid is that? And when I showed up looking perfect, they felt like they couldn't relate. Yet when I showed up looking human, they felt like they could trust me. And immediately I got rid of all my professional equipment. I deleted the overproduced videos off my channel. There's still two there, I think, but I deleted the rest. I went back to my imac built in camera or my iPhone and my lapel mic off Amazon. Lesson learned. So really what I'm doing over this five days is just sharing all my mistakes with you guys and all the lessons that I've learned the hard way. So don't make that same mistake. When something works, don't stop doing it. Just repeat it and repeat it and repeat it. And don't veer off track. Experimentation can be exciting, but it's certainly not profitable. So an analogy to share with you. So think about restaurants for a minute because this will completely change how you think about production value. So two examples here. High production content and raw content. Now here's the thing about fancy restaurants. They're impressive, but they're not where people go when they want to feel comfortable. The white tablecloths, the formal service, the complicated menu, it all creates psychological distance between you and the experience. I actually hate fancy restaurants. You're constantly worried about doing something wrong or saying something inappropriate or not belonging there, or having to wear these uncomfortable clothes. And compare that to your favorite local diner or even coffee shop, right? The coffee cups might be chipped, the waitress calls you honey, and you can hear the cook Talking to customers through the kitchen window. But that's why you keep going back there. It feels real, it feels authentic, it feels comfortable. It feels, it feels genuine. And you don't have to pretend to be someone that you're not when you're there. So the food might not be perfect or perfectly plated as the fancy restaurant, but it tastes good. It tastes like home. And your content works the exact same way. When you show up with Hollywood production values, you're creating the psychological equivalent of a fancy restaurant. So your audience feels like they have to dress up to watch your content. They feel like they're not successful enough or polished enough or professional enough to be there. But when you show up with raw, authentic content, you're creating the psychological equivalent of that comfortable diner. And your audience feels like they can show up exactly as they are. They feel like you understand their world because you're clearly living in the same world that they are. Which goes back to what we were talking about earlier, about being where your ideal customers want to be. Again, the, the, the Sam Ovens thing that I shared about my friend James, who just saw Sam and was like, I want that life. So whatever he has to buy, I'll just buy it and I'll, and I'll probably get there, which. It's so emotional. It's so not logical. Like, you know that you buy Sam's 5k course you're probably not going to live in a Manhattan penthouse, you know, who knows? But it's just so interesting how these things work. And just like that diner, they keep coming back because it feels like home. Now, the irony is that the diner probably makes more money per square foot than the fancy restaurant does because they have more customers and higher customer loyalty and lower overhead costs and better client retention, like a good program in our space does. So your cheap Amazon mic is your chipped coffee cup. It's not a book. It's not a bad thing. It's a feature. Okay. Same for your imperfections. Like I mentioned earlier, I honestly believe. I, I, I really mean this. I honestly believe being a bit ugly or having bad hair or having a weird accent, I think it gives you an edge because it's actually real. In a world full of fakes, you know, it's not a hindrance. I think it's a massive advantage.

Now, I want to share a quote with you. Equipment impresses peers, but authenticity influences customers. Now let me tell you what happened after I fully embraced the anti production revolution and leaned in to my raw authority method. So within six months of Going back to my basic setup, I noticed something incredible happening in my industry. Other creators who'd been using professional setups started switching to more casual production styles. And people who'd been making polished, edited content suddenly started posting videos with background noise, with imperfect lighting, conversational delivery, ums and ahs, pauses. And I'd accidentally started a movement. And now everyone was trying to copy this whole raw approach. But here's the thing about authenticity. You can't fake it. You can tell when someone's real and you can tell when someone's not. And the creators who switched to raw content, but we're still thinking like producers, well, they failed. They were trying to manufacture authenticity, which is an oxymoron. True authenticity comes from genuinely not caring about looking perfect. It comes from being more concerned with just helping your audience. And I, I keep saying this. Just make content that helps your ideal customer. You don't have to impress them. If you can make content that helps them to bridge a gap and get to a place that you have gotten to, you're going to make a lot of money. And it comes from understanding that your message matters more than the medium. And when you truly embrace this principle, something really magic happens to your mindset. Because you stop procrastinating on content creation, because you're not worried anymore about everything being perfect. So you stop spending hours in post production because there is no post production. You stop worrying about paying for expensive editors because there is no editing to even do. You stop second guessing yourself because you're not trying to be someone that you're not. And more importantly, you start connecting with your audience on a level that no amount of production value can achieve. And they start seeing you as someone who actually gets it, who's been where they are now, someone who can actually relate to them. That's when the real money starts flowing in, when you gain that momentum. Because people don't buy courses or coaching for people that they admire from a distance. They buy from people they trust up close.

So your cheap equipment, it's, it's not holding you back. It's your competitive advantage. Your, your, you know, strange accent, your messy hair, your bad facial hair. Like me, right? That gives you an edge. So whilst everyone is spending thousands trying to look professional, you're spending the time building real relationships with real people who have real problems that you could solve. And all you need to do that is just have a simple microphone. I use a rode lapel mic off Amazon, and either my imac camera on my phone set to 4K on a tripod and honestly, the tripod costs $5 from a market here in Bali. And that's it. It's that simple. I press record, I talk about one of the topics that we're talking about here today, relating to something that I've done or learned on my path to where I am today. And remember, that should be to where your ideal customer wants to get to. And that's it. The anti production revolution. It's not about being unprofessional, right? It's about being authentically professional. It's about understanding that in a world full of manufactured perfection, genuine humanity, genuine care, genuine value is the scarcest and most valuable commodity. So your 30Amazon mic is worth a lot more than people's $3,000 professional setup because it removes the barrier between you and the people that need your help. And when there's no barrier, there's no limit to how much people will pay you to solve their problems. So the raw revolution, it's not about, you know, it's, it's not coming. It's already here. The question is, are you going to lean into this or are you going to fight it? Now, finally. Let me just have some water. Give me a sec.

Okay, there we go. Now, finally. So to round off today's session, I want to share something a little bit more tactical. And this is a really amazing way to make short form content. I call this a mock podcast. This changed the game for me. Now, this is where you book some time at a podcast studio. You can take a friend with you and just give them a list of 20 or 30 questions to ask you. They sit off camera, you sit on camera, you answer the questions. Voila. You've got 20 or 30 short form reels ready to go from that mock podcast. And better than that, usually podcast studios will even edit the footage for you within the fee. So it's from my experience, it's usually about $40 an hour for both the filming and the editing, depending on where you are in the world. Plus, you look super credible because you're in a quality studio with great audio and a nice background too. So it's really simple, it's really raw, very low cost, very genuine, and it's very high impact as well. That is a cheat code for short phone content, and you can even do that at home using an iPhone and a cheap mic as well. Just set your camera up somewhere so you're kind of looking off camera like you're talking to someone. And again, get a friend to ask you questions, get a boyfriend or girlfriend to Ask you questions, whatever. And you'd be surprised how many people do this. And if you do it right, no one will actually know that It's a mock podcast. And it just looks really clean, really credible, and it converts viewers into followers and subscribers and leads and calls and sales in a really impactful way. Now, a reminder about what we talked about earlier. So if you need content ideas and you're struggling to think of maybe the questions for the mock podcast or themes and titles for your YouTube videos, just ask, where are my ideal clients now and where do they want to get to? What is that bridge? What is that gap? And then just make content that bridges that gap in a while, not how way like we discussed yesterday. And if you haven't seen it, I would actually encourage you to go and watch that video that I shared earlier. It's on my YouTube channel, the Miro Board one, because it's just pure value, you know, it's just, just. I'm just telling people exactly how to bridge that gap and go from where they are to kind of where I am in the simplest, rawest way. And it's so impactful. So list all of things down, list all of those things down on paper, create titles around it all, create mock podcast questions around it all, and get shooting. And there we have it. That's the end of day two. Now, tomorrow for day three. We're going to be covering the five content frameworks tomorrow. And this is production, uploading, content, strategy, design, and also offer creation as well. So do not miss tomorrow. It is really, really, really critical to what we've covered so far tomorrow. I'm really giving you the five key core tactics next for the rest of this hour. What time is it? 32. It's about half an hour left. Let's cover a few questions that you guys have until the top of the hour. So any questions, just pop them in the the zoom chat and we'll cover these over the time that we've. That we've got left together. Okay, so let me get off this and come back over here if I can. Let's dive into some questions. Okay, let's do it. So, Nathan, you're up first. Are you still with us on the call, Nathan?

Yeah, I'm still here.

Amazing, dude. Brilliant. So, question from VIP room. I have my YouTube channel with a podcast with 150 episodes mixed in with value videos. I just moved all those podcast episodes over to a new channel so I can focus on just value videos on my main channel now. But I wonder if I jacked up the channel algorithm. Should I start a new one? And why have a separate YouTube channel for testimonials? I don't get sales calls from YouTube just for my IG. Yeah. So one thing that I've learned, and this goes back to Avatar, right. Each channel should speak to one person in one way about one thing. So if you've had a podcast channel, let's say that's not like it's, you know, tactical, strategic, problem solving content that will get you high paying customers. You know, that audience is probably used to podcasts. You know, it's like, imagine if Diary of a CEO turned into Stephen Seven Minute Teaching Videos. It'd just be a bit weird, you know? So I think that's why starting a new channel is so impactful. And from what I've learned as well, I learned this from. Do you know who Ed Lawrence is?

Yeah, yeah, yeah. So he once said to me, if all your videos are different, people won't binge them because they'll find one that they like. They'll go looking for others, they'll see it's all different and they'll be like, oh, there's no more of what I like. I'm done for now. And they bounce. So you want. You want your child to have a theme, Each channel to have a purpose and a theme. So I would separate them out for that reason. Yeah. Does that kind of help? Does that answer the question?

Should I start a new one then? Or should I just try to like merge all of them off and really just do value ones? I mean, does. Is the. Did I jack up the algorithm on that one thing and should I start over or should I just kind of clean it and then start from that?

Yeah. So. So you had a podcast only channel.

Yep. And I moved all those over to another channel to. And now I'm. I just have the value ones now.

Okay, okay. And when did you make that change and how has it gone since you made the change.

Or.

Probably like a. A month.

Okay, Okay.

I would start fresh. I would start from a clean slate, man. That's always the best thing to do.

It's just hard because you have it branded. You know, you're with your name and all that. It's just like, dang it. Do I need to?

Yeah, dude, I. I know exactly how you feel because I've had friends that have done this. And it is painful. It is so painful to start from scratch with no subs and no views. It's so painful. But it is the best thing to do. That's a fact, because then you've got fresh content for a fresh audience that should be for one person around one problem. So honestly, I think it's the ego that doesn't want to do it. Because the ego is like, oh, I don't want to just lose my brand and my subscribers and my viewers and, and my channel I've built. That's the ego, you know. But we are here to get customers.

So I would say, is there any way to fix it? Like, instead of just going like just clean slate, can you just run ads to kind of fix the algorithm in a way or.

You certainly can't run ads to do it? No, like running ads is the worst thing to do for, for an organic YouTube channel. So look, I, I do think that you can pivot it back around, but it, if anything, it's going to be harder because from, from what I've learned from YouTube, the whole purpose of a channel is so that the algorithm can start sending the right people to you for your videos. Right. So if you spent a long time building a long form podcast channel, people expect that from that channel, the algorithm expects that from that channel. So when you start doing other things, you kind of bashing up against the wall almost. So it might actually be faster to start again, as crazy as that sounds. Because at least you're starting.

The interesting part around is I only have like 500 subs on it, so it's not even. I think that's why I was messing it, because I was going back to like value and podcast and it was just jacking it up. And so that's why it never took off even on the podcast one. And so but maybe you're right. I just clean slate and just start over with a new one and then.

Or, or just because it's not even that many subs anyways. Just clean houses. Start over.

Yeah, well, if it's not massive, as long as you choose a style and an avatar and build it and stick with it, you're gonna, it's. It's gonna take the same effect over time as the wrong people see that and go away, and the right people see that and come in and start following you. So you've kind of just got to make that transition and empty the wrong people out, start bringing the right people in again to rebuild it. So I don't think there's anything wrong with that if it's a smaller channel. Okay.

I like it.

Cool.

Is that why you have a YouTube testimonial channel separately than your main one?

Exactly. Exactly. Because if I started putting those testimonials on the main channel, number one, I mean, they get a 15th of the views, which would say to the algorithm, you, this channel is not good. You know, these viewers are not coming back. This is not. This guy's not doing something good for the viewer, which is why no viewers are watching it. And that hurts the rest of the videos. But, but it's not because they're bad videos, it's because they're wrong for the channel in the first place. That's why you can't do podcasts and tactical videos and stuff on the same channel, because you're confusing the audience and the algorithm. You know.

Would it mess it up with the shorts then?

Oh, definitely. You never put shorts on a long form channel.

Really, dude?

100%.

Okay.

Interesting.

Because just think about it, right? Just imagine you go on YouTube right now and you see a short from someone and you like it and you subscribe, right? Well, you're going into that channel because that's what you want. And then they upload a three hour podcast or something. And you don't like podcasts, you like shorts. Well, now you're going to not click that. And that says to the algorithm, like, that's bad, but it's not bad, you're just wrong for it. Right? Whereas if you went to a channel and it was all 15 minute Miro board videos about, I don't know, dating girls or something like that, everyone is just on that subject. You're going to watch every video, everyone's going to watch every video and they're going to binge every video, because that's exactly why they're there. You know, this is why Ed does so well, because every video is pretty much the same. Just one little tweak. They all look the same, all the titles are pretty much the same, the set is exactly the same. So you can watch 3, 4, 5, 6, 10 videos really, really fast. And that's good for the channel and it's good for creating bias as well. Does that make sense?

So why would the shorts, why would the shorts mess with the long form algorithm, though?

So I don't work at YouTube, so I might just be talking when it comes to this, but from everyone that I know and everything that I've learned, it's because you're, you're bringing those people onto a what should be a long form teaching channel. And they're different people, you know, people that watch shorts and people that watch long form, they're just totally different people for totally different themes, you know.

Yeah.

Interested?

Yeah.

Thanks.

No worries, man, no worries. I'm just reading the rest of this. So you hit your first 100k a month with no ads and you're wanting to crank on our odd? Yeah, you should. You definitely should. I've got a bigger following on Instagram and doing outbound, but I feel stuck from YouTube growth and wanting to run ads. I saw you said do retargeting ads and book calls, but should I do ads on YouTube too so I can get more people on the YouTube channel? No. So never run ads to organic, right? Only ever run ads into a funnel. Because when you run ads to organic, the watch time, we've tested this so much, the watch time is. It's terrible. And again, that's going to drag the watch time down and damage the organic reach. Right? So never run ads to organic, but do run ads into a funnel for sure. And if you've got a big following and you want to book more calls, start with retargeting first, get it working, book a few calls, see what the cost per call is, maybe test a few angles and do that first and then go to cold second and ads will more blow up the business. If you can do 100 organically, you can do freaking 400 with ads, no problem.

Let's go, let's move on.

You're going to love ads. Ads is the best thing ever, man. It's transformative, it's amazing. Okay, cool. Nitish, let's check this out. So Will, you told me never to be in the mix. Either go full broad or full hyper specific. My question is, can I test doing like 20 hyper specific videos, 20 broad videos and see which gets me clients the most, or should I stick to one type of content and keep trying to improve on it? Because I'm torn between the two. What are you doing right now, Nitish?

Yeah, so I'm doing broad content. Like I'm trying to replicate Nero, right? So till now I'm doing broad content and I'm getting around like 100 to 200 views per video. Sometimes it is even less because I just started out and I try to post like every day and I try to maintain the quality as well. Yeah, so I'm just like, I posted like 50 to 60 videos and most of it are broad content. So I'm just like, I'm torn between should I test, test, like doing more broad videos, like 20 or more videos and then if it doesn't work out, I can shift to making hyper specific videos and test it out because you always say test things out because the market knows what you want, you don't know what you want.

So 100%. Well yeah. You've got to test this to see what. What works best for you. Just like I have. Just like Nero has. Just like, like all of us. Definitely.

That's the question.

Thank you. No worries, man. No worries. Pleasure. Okay, Selena, what have we got here? How do you pitch your offers on the sales call? We're having a very similar setup of a monthly thing and I'm curious on how to get more people on a three month thing. More than a one month thing. So Selena, do you sell month by month?

Yes.

So very similar to you. I saw that one of your videos and we switched to that. The reason why we switched before we had a six month transformation for four, eight and then we switch to monthly. Because the thing is that I have so many people on my calls and they told me like, hey, I'm burned from all the other coaching programs because I never see the coach and blah blah blah. And I don't want to join a group thing. And I do it super differently. Like I'm like I'm the person who's coaching. I do have three live calls a week. Etc, etc. So even though in the group coachings I'm the one that is teaching. But people don't know that.

Yeah.

If they don't experience that and then we switch to monthly things. Say like hey, if you want to try it more or less you want to get in for 2k a month which is just one month. Want to get anyone to experience and then people want to stay. So we just recently switched. Now the thing is that I see also with the closers and also with me, it's hard for me to get the three month thing because then you end up.

You end up selling the 2K thing because it's the lowest, you know, like the lowest barrier to get to get people in. But then you know, if they. And that's my question basically is how do I get like the 3 month or 4 month or 5 month thing? Like how do you get this commitment.

Yeah.

Versus just setting people into 2K, which is not bad. But still, you know the cash collect is super low.

Yeah. Oh, 100. So. So I just want to check before I answer, just to give you the best answer. What price is and the tiers right now.

Yes. 2, 4 and 8.

2, 4 and 8. And it's like DIY D W I D F. Yes. Right. Perfect. So what, what happened to us was this Right. So last December, we just sold month by month and there was no other option. And then one of my reps said to me, will, what do you think would happen if we offered people maybe, you know, three months for the price of two or five months for the price of three or something. I was like, I never thought of that. Let's just test it in January and just see. And it more than doubled the business from that one change. It was unbelievable. Unbelievable. And the way that we did it was. So we get to the pitch, we conduct the pitch and tell them what it is and how it works and stuff. Then we, when we get to pricing, we say, right, there's three options. Option one is the group, which is this price, you get this. Option 2 is the 1 to 1, this price you get this option 3 is done for you. This price, you get this which one feels like the best fit. And then we get people to pick one that they prefer. And then when they've picked one and someone says, yeah, let's go with the one to one. Then we say to them, cool, how many months do you want? Right? Just let them kind of have a think about it and you know, just help, help them decide how long they would need. And then people will usually say like, well, how long would it take me to get to where I want to go? And then obviously we've already spoke to them in discovery about their business, their problems, their income and stuff. So then the rep will say, well, listen, you're doing 60amonth right now you want to do 100, you're not doing ads. So we'll do this, this, it'll probably take two to three months. And then they'll say, okay, like let's do two or three months. And when they decided on that, then we say to them, we've actually got an incentive. If you buy two, we give you three, if you buy three, we give you five if you buy four, right? And it just goes up from there one by one. So the more they buy up front, the more they get for free.

Right? So it incentivizes them to pay for more months on day one to get more free months later.

So you basically start at three, at two months, like two months is already the first, like which they get another month for free. And then when you pitch the price, you say like the monthly price, you say like, hey, that's that. Do it for self cost, 2k month for example, and blah, blah, blah. And then at the end, so you already tell them, like when presenting, you already tell them Monthly fee. And then after that, the question is, okay, how many months do you want to pick? Okay, that's smart.

And also what we do. So we offer, we offer a refund guarantee now. Oh, but the refund guarantee only applies to a minimum of three months. So if they go monthly, there's no guarantee. The reason there's no guarantee is because we can't do enough work in one month to guarantee it. You know, we. A month is not enough time to get someone a big enough result that's worthwhile.

Makes sense.

So they've got to go with at least a 3 for 2 to qualify for the, for the guarantee or anything above that gets the guarantee. And what we do is we guarantee at least five high ticket clients within three months. At least 10 if you go for the five for three, at least 15 if you go for the seven for four, and on and on. So the longer they're with us, the more clients were able to guarantee them because we know that the longer they stay, the better results we can get them. It's kind of win win. One other thing I want to share. If they go for the five for three or Buzz, we give them a free Mastermind ticket. So the 3K, sorry, to the three day mastermind that we do every six months. And they're allowed to come to my home for a half day consulting session in person here at the, the villa in Bali or the apartment in Dubai as well. So that is an incentive to again, stay for a little bit longer to get their hands on those things, which is nice as well.

Okay, sorry, the in person thing, from how many months did they get that?

That's the five for three or above.

Five for free. Mm, yeah. Okay, got it. And what was my question? Sorry. Oh, yeah, the refund guarantee. Because I'm scared of doing guarantees like this, right. Even though I do know that people get results. But then at the end, you know, we can't. Even though they post and then, you know, sometimes they're just, you know, it. I mean, sometimes they're just not getting results because of whatever. And you can't even figure it out because even though she. They do already. So what is the requirement for those people for the refund guarantee? That they get actually money back?

Yeah, I mean, it's pretty bloody simple, to be honest. So again, we guarantee those numbers of clients depending on how long they stay. Right. And they've got to charge at least 2k as well, or else it's just not, not worth anyone's time. So there's kind of a thing there where it's a number of clients that we guarantee based on the amount of time that they stay. They've got a charge between 2k and 15k. That's what we qualify as like a quote unquote high ticket client, which is what one should be in the first place. To qualify for the guarantee, all that they've got to do is watch the entire program, do a certain amount of organic or a certain amount of ads and track it in a tracking sheet so that we can actually see the data. Take a minimum of so many sales calls so they can actually close people and that's it. It's pretty simple. It's pretty basic to be honest. Just like I, I just sat down with my operations director and we looked at what did the most successful clients actually do and how long did they stay. Most successful clients stayed for at least three months and they did these certain actions. So we just took that and blueprinted it. Yeah, super simple.

Yeah, but the question is if somebody for example is better than sales, you, you know, write service but they suck in sales and even if they join the training, they need just more.

Training to, you know, get better in sales, then you give them the money back actually because, because they're better than sales. But that's not like your fault. It's the fault of the people.

Right?

Maybe they don't want to be better in sales and you know, and you blame yourself because you did a great job, but the person didn't.

Right.

It's like that's for me a bit unfair. Right?

Yeah. Well look, some people do abuse guarantees, right? But, but from my experience it's, it's not many. And also don't forget the price is a filter as well. So low quality people wouldn't buy anyway. Right. That's quite important to remember because it's quite expensive. So it's naturally it's a good quality of customer that comes in in the first place and anyone that's an you want to refund them and get them out anyway. Right. So there's a bit of a catch all there. And look, some people that do do the work and don't get the result, they're generally kind of respectful people like you guys for example. Anyway, you know, if you got four clients instead of five, I don't think you'd refund, you'd be like, oh well.

Yeah, I know what I mean. Yeah, yeah. Sometimes you just know that's on you. That's okay. Yeah, I just fuck it up and.

Then it's okay, yeah, yeah, exactly. If someone's close rate is like 1% or something and they've got to be an eye soul to blame you, you know. So it's kind of like a mutual understanding thing as well.

Okay, well that's good. That was super helpful. Nice.

Yeah, no worries. No worries. Really good question.

Thank you.

No worries. Okay, Brian, let's come to this one. So I'm both a marketer, business consultant. I have a SMMA and a trader as well. I'd like to start a professional, a personal brand and sell info products. Where's it gone? That question. There we go. Mentorships of both businesses. How would you manage that? I need to divide my ICP for trading investors, more LinkedIn and students. Also for marketing. I need to drive them into B2B. B2C. How would you. So Brian, are you still on the call, dude?

Yeah, yeah, yeah, yeah.

Nice mate, nice. So the first thing I'd say, you've got to do one thing at once. Right? Yeah.

This is.

Yeah, this is part of my presentation for you guys tomorrow is all offer creation. One thing at one stick, one funnel at once. So I would pick one thing here, do that first, get it working first when it's working. Now let's bolt this on. Yeah, yeah. That goes for product tiers as well. You should never just go to say three tiers. Do one and get it working, then do another. Get it working, then do another, get it working. So that's what I'd say there for marketing. I need to divide them into me to be me to see how would you manage that one at once? Is that possible or will I be overwhelmed? Yeah, if you do one at once, you'll. You'll be good to go. I'd also like to have an account with only thoughts and raw talks about life and personal to help deep with my audience, my internal stuff. You should definitely do that. So I think Iman, Iman Gadzi did this well when he started his business channel. And then the business channel was just for talking head about info products. And then the main channel was kept as the highly edited mass market thing. I was talking to this. So I think Nathan earlier about splitting channels for different types and different styles. And in all credit to Iman, I think it was either Iman or Charlie Morgan that did that first and kind of pioneered that. You should definitely do that, dude. 100%. Yeah.

Yeah. Thank you so much, William.

My pleasure, mate. My pleasure. Some really good questions there, Tillman. So should the ICP in my case, business Leaders be mentioned in the title of the YouTube videos or in the description or should it become apparent in the content. So, Tillman, it's a bit of both. Right, so you can't always put it in your titles. That's just not possible to always have it in there. Sometimes you can, sometimes you can't. Right. It should be messaged. Mentioned in the description though, for sure. Right. And one thing, and again, this is in the presentation for tomorrow, but one thing that I would recommend is have a basic personal website. Just a basic personal website. Like if you've seen mine, it's just a picture of me and what I do and I have that in the description. And dude, you'll be amazed how many people go to that page and then convert into a customer. We track it with a high Ross link. It is insane how many people go there first. Put that in your description and just talk about who you are and what you do and who you help. Super simple, super black and white, super to the point. And that's really gonna help. And obviously it's going to be obvious in the content as well because you're going to be talking about their specific pains and desires and so on and so forth. Also, if every title on my channel is basically more or less a vsl, is it okay if I then don't have a. No, no, no, no. You need to have a proper vsl. Yeah, that's critical. That's essential. By the way, after our session, I did my first ever real video. Would you mind having a quick look and see if it's professional enough? Yeah, yeah, for sure. Yeah. I'll take a quick look at this. Let me, let me pull this up. I'll have a quick, quick look for you for sure.

If I can get there. Let's have a look.

I've received some feedback and the feedback that I've received is that my last four, five videos or so are not personal enough because they are made by AI. Well, they're made by me, but. Right, so one. Are you still there, Tillman, by the way?

Yes, I am.

Nice, dude, nice. So the first thing that's wrong with this is it's portrait instead of landscape.

Right. So turn your phone sideways so that it's actually YouTube size is the first thing that you can solve. Now secondly, is it professional enough now you would have to stick to this style in terms of lighting environment, the way that you're dressing, the way that you're talking to build the thesis of your channel. And for business people, I don't think that this is right? No, it comes across more like a kind of a personal life blog rather than a business kind of teaching lesson, if that makes sense.

Okay, awesome. Thank you. Yeah, no worries, man. No worries. Hey, but you, you. You need to congratulate me because I did my first ever YouTube video. Well, mate, to be. To be honest, you're following my philosophy of make a mess, clean it up, right? So it's a great thing. I'd rather that video than no video because you've done what most people don't, which is do something and upload it. So very well done for that, mate. And much respect as well, because most people don't even start. Okay, guys, I'm just going to do one more question. So, Will, when to increase prices? Should I wait till I hit X testimonials or X success rate scale based on successful clients or depend for services? Are you still here, Will?

Yes, I am indeed.

Nice. You don't live in Bali, do you?

No, I'm in London at the moment.

Oh, fair enough. No, because my girlfriend mentioned someone called Will earlier and I just thought it might be you or something like that, so never mind. So, when to increase prices? So one sign that you should increase prices is your close rate is too high.

So are you running like a. Like a sales call operation right now?

Yeah.

Nice. What is your close rate on taking calls?

Probably around 30%.

See, 30 is about right for the, for the founder, the face of the business. You're usually going to close around 30 to 35%. So you're in that sweet spot. What's your offer and price?

Price currently is 1200 and 1500. There's two different packages. The main issue is this. This month I hit 10k. But like, I have nine clients and I'm like, it's just not sustainable to have nine clients every month. So I'm thinking maybe do I increase? But do I wait until I have more results and testimonials or do I just increase it now?

Really good question, man. Well, dude, it's the same for me. Like we. So we were about to raise prices in February just to stop so many people coming in, right? And it sounds like you're in the same place where, because it's so cheap, you're getting too many customers, right. And it's sucking your bloody time. So close rate is one way to know if your price is too high or too low. Because if you would have said your close rate 50%, I would have been like, dude, raise your bloody prices. You're closing too many People, right? Equally, your time is a factor where if you can only, if you can only hold so much demand, you've got a price to balance out the demand. And it sounds like you're kind of coming up to capacity now. So now is the time to start price testing something a little bit higher. Okay. Another thing is as you get people results, so what will happen eventually, if it hasn't already, you'll get people too good results for your price and you'll start to feel guilty. You know, it'd be like, dude, I am, I'm too good. I'm just not charging enough for this. Like it's just too valuable and I'm getting undervalued. That's another kind of lever. When you feel that raise your bloody prices. Okay, is, is another thing. And.

Also when else, when else should you raise your prices? We'd say we talked about close rate, we've talked about time, we've talked about value.

One thing you could test. So.

When we tested, I don't know whether you can do this, but testing just a higher tier of access. I don't know what you're delivering now, but maybe if you could just have a 4k or a 5k option. Because here's the thing, right? There's always some people that will buy the most expensive thing just because it's the most expensive thing, you know, it's like people that buy Richard Mille watches, it's just because they're expensive as fuck, you know. So you should always have a very expensive option because there's always someone that will buy it, you know.

Okay, well, I'm pretty much already giving them everything in terms of WhatsApp. One on one calls, custom protocols, stuff like that in the 1500. So I probably couldn't give them more if I tried.

Okay, well, dude, it sounds like you're giving them too much for too low.

Yeah, probably, probably.

So you might want to switch it up a little bit and maybe what you said, what is it, like 1.1and 1.5 or something?

Yeah, it's 12 weeks. It's like 1279. And then 1479, the upgrade is WhatsApp added on top of it.

Yeah. 1279.14-1479. Yeah, that's too close together. That's way too close together. That's just way too close together. I would, I would take some out of the bottom one, add more to the top one if you can and widen the gap. That price is too close together. It should be more like 1 and 3 or something rather than like 1.2 or 1.4 or something like that. I would definitely widen the gap and I think you'll surprise yourself that people still take the bigger one.

Okay, I've got one more question. If you've got time for it.

Yeah, of course, go for it.

In terms of client engagement, that's been a little bit of a struggle for me. Is that something to expect or should I be doing better? Because I have check in forms and there's one part of my brain which is just like more cash, fine, whatever. And another part which is like maybe I need to push them to do better.

Oh, it's a fine balance. Like you can't, you can't force people to do stuff, but you should check in on them. Right. So for me, I've got this like client sheet and every few days I look at it to see who's coming in, who's going out, who's renewing, who's not, where people at. And I read through the names and because I work one to one with people, I kind of know where everyone's at generally.

Right.

When I see their name and sometimes I see someone and I'm like, I haven't even heard from them for like seven or eight or nine days. Yeah. And when I realized that, I just voice note them and I'm like, hey, dude, we didn't speak for nine days. How's it going? Where are you at? What are you doing? You know, and sometimes they reply and sometimes they don't reply. And you know, if they don't reply to that, then it's on them. You know, I'm not that babysitter. But I will give them a chase because that just, that's just shows respect, you know. So the kind of middle ground is what I'd suggest.

Okay, I don't think I can also the previous one, I don't think I can decrease the 1279 anyway. I think that would just go too low. But I probably do need to expand the two prices like you said. You're probably right there.

Yeah. So what I meant by decrease was take things out, not change the price.

Right.

Okay, yeah, I could do that.

Just tell me, what are your deliverables right now?

So I do gut health coaching. So I give them a private calendar which they can book at any time during the 12 weeks. Obviously we cap it once a week and then after each call I send them like an email which tells them exactly what to do. And then we have check in forms and stuff like that and they can obviously email me during the entire time. That's pretty much everything we do. And then on top of that, you might get WhatsApp, which we can do voice notes and stuff like that.

Okay. And do they get like a training course or not?

They get a client portal of like resources, but there's no videos attached to that as of yet.

Okay. Okay. Okay, cool. There's definitely something there. There's definitely something there. Maybe we can talk more about this in tomorrow's session. But you definitely need to, to widen that gap. That's. You should really, you want like a small access thing that's maybe just, I don't know, I'm just making this up. But like the resources and maybe email support in a group or something, that's just the bare bones. Then you want the real big hand holding all in one to one thing. And then you could maybe have something bigger where it's, I don't know, it's longer time period. You get in person, you get team access, stuff like that. But just think about that because those, those prices are too close together. So it'd be nice to just make them a bit more different and a bit more significant each if we can. That's going to make a big difference.

Okay, that makes sense. Okay, thank you.

Nice. My pleasure, mate. My pleasure. Okay, guys. Right, I'm going to pause there for today. We've run over by about 5. Really good to see you guys as always, and looking forward to seeing you back here tomorrow. Hopefully you roll on time today and you enjoyed it. And tomorrow we're going to get deep and we're going to get tactical in tomorrow's lesson, so don't miss it. It's going to be the best day yet. So go and keep building and growing and I'll see you guys back here tomorrow. Okay, take care. Good to see you. See you soon, guys. My pleasure, my pleasure.