How to Build a $1M Coaching Business (Full Course)

People like me have made a ton of money telling people like you that the reason your business isn't going is because you're doing the old way. And instead, what you need [music] is the new way, my way, the way. And it used to be true, but it's not anymore. And you've got options that you never had. [music] So, in 18 years and like 19 or 20 different versions, I think I'm on like version 19.28 of the business right now. I've tried a lot of things to try to find a hotter and colder. In the early days, hotter just meant it's working and we're making money. But now hotter means it's working and it's making money and it's effortless and it's me and I could do it forever because I want to be in business until I'm dead. If it's going to be sustainable, if I'm going to last the test of time, it's got to be fun or I'm not playing. You're probably the same. You know, helped 8 or 9,000 clients, 700 of which have hit a million bucks a year so far, which is awesome. But you know what's cool? If you look back over the 700 who've hit a million dollars, the first 500 all look kind of the same because there weren't that many different models and often they were just like copying me, which is fine for back then. But as I've got better, I've like dialed in a business model that fits me like a glove. And so if you look at the last 200 clients have hit a million dollars a year, they all look super different. Like none of their businesses look identical. In fact, you'd be hardressed to go, "Oh, that's the thing they're all doing the same." The only thing they're all doing the same is they figured out the perfect business model for them. And that's the magic. And so for the rest of this video, I just want to have a look at four key parts of your business. The way we market, the way we sell, the way we deliver, and the way the whole business operates in the context of your life. Not to tell you this is the way you must follow, but to help you find out of the sea of options, the one that fits you like a glove so you can grow it and scale it. And as your business gets bigger, your life gets fuller and funner. Let's have a chat. It's a hot day here in Sydney. The sun's starting to hit me. So, let's grab the espresso tonic, go for a wander, and have a chat about it. So, I've always tried to make business kind of simple. If I can sketch it on a napkin, I can understand it. That's good. So, that's how we're going to play this. We're going to focus on three things. Let's talk about how we get leads and get attention. Uh, number two, let's talk about how we convert people from curious to committed and make sales. Let's talk about how we deliver amazing results to groups of clients without it bogging you down. And then fourth, let's talk about how we do all of that in a way that is life first so that you don't become the richest dude stuck in the office after 9:00 at night while everyone else is living their best life and you're still there like replying to Slack messages. So, the first of these shifts is about how we how we get leads. We're all taught the same thing. You're one funnel away. And it sounds like great advice, especially if you sell funnels, but that's a whole that's a whole another topic. So, we're all optimizing for >> yo, what's my funnel? >> And how do I get the traffic? And these two things have been our obsession as an industry for years. I think especially now, like the one funnel thing sounds good, but it's not how the world works. This is not how people buy. I don't know if you've ever like been on social and you found someone on Instagram or on Tik Tok or on YouTube or whatever. This happens to me all the time. I'm scrolling I'm scrolling Instagram late at night, find this dude called Filipe who stuff's amazing at what he's doing on Zoom. I'm like, "Dude, I've never seen that before." And I watch a few reels and it's cool. And then I'm like, "Wonder if he's on YouTube." So I jump to YouTube and I'm find him and I watch a couple of videos. I'm It's been an hour, but I'm like already six and two or three YouTube videos in and I'm like going deep. and I find out he's promoting a a challenge. Challenge is cool. I've never I'm never going to show up to a challenge. It sounds awful and boring and slow and yuck. But as part of the challenge, I register for this WhatsApp group and it's got his phone number. Big mistake, Filipe. So, I find his number and I send him a text in Portuguese cuz I can speak it. I lived in Brazil for a bit. And I find this guy and I was like, "Hey, man. How do I buy the thing?" He goes, "Well, you register for my challenge." No, I don't want to do the challenge. I want to know what are you selling after the thing? He says, "Well, well, it's open in a month." I'm like, "Well, have you ever done it before?" "Yep." "Well, can I buy the old one?" I convinced this dude to That's how people buy now. They find you somewhere, they explore everywhere, and then when they're ready, they make a purchase. See, the old ways traffic like linear pathway, but that's not how the word works. Think in the old days when information was scarce, that's what we'd have to do. Like, we'd go through the funnel because the course seller or the coach was the only way to get the information. But now the information is everywhere. Like I can YouTube it. I can Google it. I can GPT that [ __ ] So now it's like traffic and funnels makes sense in a world where, you know, in a world that doesn't exist anymore. But it's funny. You know what I've noticed? The people who are crushing it right now, they're not focused on traffic and funnel like it's linear like the old days. They're playing a completely different game. Let me show you what it is. So it's not about traffic and funnel. It's about how do I become magnetic? somebody worth following with something to say. And then how do you become bingeable, if that's even a word, because if you can become magnetic and bingeable, then people will find you. It's not about converting cold traffic into someone into a customer instantly. And it's not even about like find you and then how much time they spend on the list. It's about how much time they spend on brand. So if you're finding it harder to get leads and make sales than it's ever been before, if it used to be easier, now it's hard, it's not your fault, dude. you're just probably running an old playbook in a new world. So, the secret isn't traffic and funnels, it's becoming magnetic and bible. And in the second video in this series, I'll show you what's working for us and our clients across YouTube, Instagram, all of the platforms, so you can find a fit that works for you. So, the first big problem is getting leads. The second big problem is what do you do with leads when you get them? Get your notepad. I'm going to show you how to close, how to overcome objections, and my 17point NLP script to manipulate prospects into buying right now. And that's exactly what's wrong with this [ __ ] industry. At some stage signing client became manipulating some poor schmuck on the phone to give you money that he doesn't have to get a result that you can't deliver. And the problem is for years that [ __ ] has worked, hasn't it? We've all been sold with a fast action bonus and do it right now. Some kind of pressure. You got to pay high prices to be able to charge high prices. All of that manipulative stuff has worked for a while. Back then I never did it cuz it always felt gross to me. where the truth is it doesn't even work for those guys anymore because there's no high ticket versions anymore. Everyone who's coming to you to become a potential client has already worked with one or two or three or 10 other people who've made the same promises and said the same things and let them down. I'm not interested in how you sell. I'm interested in how people buy. There's a new way to sell that is less about you making a sale and more about allowing people to buy. But while the high ticket closers are desperately hanging on to the old models like they're gripping onto the the rails of the Titanic as it goes underwater, I found that when the marketing piece is dialed, sales becomes easy or even unnecessary. That's what we've been seeing and that's what we've been testing the last year like there's no sales team. We've gone to the extreme and you don't have to go completely sales teamless or callless like we've done. But if you take the pressure off sales and get the marketing doing its job, you build demand and people buy. I think fundamentally the shift that I'm seeing is a shift between the old way of chasing prospects and trying to convince them to give you money and having prospects chase you and you choosing who you want to work with. This is hard and stressful. It's push energy. It's exhausting for you and it's not fun for them. And this is effortless. I love right now that every single month people apply to work with us. They put down a deposit. They tell us all about them and we get to choose who do we want to take on the journey. This is chasing the money and this is choosing your squad. I don't know about you, but I'm on this team. So, the hard work's done, right? We've got the leads. We've got the client. High five. Great success. It's easy to believe that the way we get clients has to evolve. But the way we look after our clients and help them win doesn't have to. And that's a mistake because that world has changed dramatically. It's easy to believe that, hey, all I need is a group and some Zoom calls and I'll be sweet. Not so much. The third shift comes to how we work with the clients we've got. And that needs a conversation. And for me, it needs a coffee. So, let's grab a coffee and have a chat. [music] So, the old way of marketing and selling has created real problems with us in terms of how we deliver to our clients. We've all been taught to make offers so irresistible that people would feel like an idiot saying no. And what that's created is a bunch of coaches running agencies on the side, also running a SAS, doing one-on-one coaching to fill in the gaps, agency owners masquerading as coaches. Nobody knows who the [ __ ] they are anymore. And the worst part is clients get overwhelmed and leave and coaches get exhausted and burn out. This isn't a new problem created by new training or new books. It's been around for ages. Like back in the start of information marketing, people used to say that uh every great product had a thud factor. Like you drop it on like they get the box, they drop it on the desk and it would land with a thud. We've all been doing this for years and so we add more bonuses and done for you and more calls and more videos and more more more. It's like if you got this this brand new client who's hired you to help them get to the top of the mountain and we stuff their backpack full of extra videos and more courses and more events and more one-on-one sessions and more and more and more and more. Even if it's like AI powered, all you're doing is you're loading up their backpack with more stuff. It weighs them down and makes it harder to get up the mountain instead of easier. I don't know if you've noticed the shift, the same shift that I have, but I think there's a real move away from like let's create an irresistible offer towards an energizing experience. Like if the most excited you are, the most energized you are is when the transaction happens and the money hits your bank account and then it all goes downhill from there. Now, >> I think we're doing it wrong. I want to design an experience for my clients that is energizing for them. Not not just that they're excited to say yes to, but they're excited to do the work to stay with me long term. I want to play long-term games with long-term people. And I think that shift is starting to happen. So, we want to create an experience that is energizing for you long term and energizing for them longterm as well. More and more I'm seeing coaches run super unique businesses in a way that completely matches their personality and their preferences and they attract people who want that stuff too. You might have heard or maybe even felt like this coaching space of ours is getting more and more and more saturated. There's more competition for sure than there ever has been before. And while if you, you know, take that at face value, that might feel kind of scary. The truth is that it gives us an incredible opportunity cuz in the old days you had to like cater for a very broad market. Like I work with coaches and some of them are early stage and some of them are late stage. Some of them want calls and some of them want to bend, some of them want to watch videos, some of them want to read. I just try to be all things to all people. But because of how broad this space is right now and how many other people there are out there, that gives you the unique ability, the unique position to do things exactly how you want. Because the more you go, yeah, I don't want to do that anymore. I used to I used to write a newsletter and a weekly facts. Like it was very textheavy cuz that's what I thought you had to do cuz that's what my mentors and role models and friends were doing at the time. And one day I was like, you know what? I I hate writing. I love to talk. So I built a talk business. And guess what? All of the people who thought they had to do it a certain way now got permission. Yeah, I don't like that either. I want to do this. When we made the changes we made to our sales process, our delivery process, people like, "Yeah, I don't want that either." So, as much as it feels like the market is crowded, what it does is it opens up much more space for you to run a super unique coaching business, doing the things you want to do in the way you want to do them and attract the people who want that, too. Yes, there's more people in the market, but there's more people in the market who want to do it your way. And that's super funny. I reckon I can summarize this whole third shift in a quick drawing. The old way we're all focused on how do we create? Why did I write such a big word? >> An irresistible offer. Something that's impossible to say no to. But the real shift is when we switch from focus on this to how do we create an energizing >> experience the most >> for you and for them. When you do that you'll attract dream clients and frankly growing a business will be fun. And that brings us to the fourth shift. And honestly it's the most important one. To do that let's sit down inside. So there's this quote that's been bouncing around my head the last two months. I cannot shake it. My mate Dan said it to me. He said, "I'm much more interested in how my business feels to me than how it looks to other people." And that just like, you know, when you hear a quote that just like is true and it echoes in your soul, that's been like that for me cuz I've been running this business a long time. And I've been an inspiration, a role model for a lot of people. And two years ago, my business looked amazing and it felt awful. It felt heavy and hard. There was the team was big, the expenses were big, the margins were not where they needed to be, growing was hard, everything was hard, >> and I got a ton of pressure to keep up with appearances. Like, there was there's a long time of sitting in I don't like this and I want to make changes, but worried about, okay, well, what does that look like? And if it looks bad, what does that say? Like, I'm embarrassed to admit it, but it's true. And finally, I got beyond the [ __ ] it. Like, I just stopped caring about what other people thought and I was like, what? It's my life. Don't I don't I deserve a chance to be happy. >> Made some changes. Like it's been 12 months. Business is like very different. It feels me again. It's lighter and it's leaner and I'm in my sweet spot role in my wick. There's only things that I love could do. And the crazy part is like what I was worried about was like if I shrink it or make these changes, it's going to be smaller and look smaller and the crowds of my events will be smaller and the optics are bad. I can't promise this for you. But like leaning into what I want more of has made the biggest like way bigger like four or five times bigger every month than it was before and we're sold out like 6 months in a row. I can't promise that for you, but I can promise that building the business that you're supposed to build that you should or that gets put up on the pedestal and guarantee that even if it's successful, you're going to love it. It's a big shift. I don't think it's it's not new in the world, but I think people are like okay talking about it now. >> Is that copying somebody else's business like it's the it's the best way to start, right? Like you don't know what you're doing, you just follow somebody else. That's cool. But pretty quickly, you outro that. And the sooner you you find your way, the business that fits you like a glove, the kind of jobs you want to do and the kind of jobs you don't, the sooner you make that shift, a the more fun you'll have, and b the bigger and better and more profitable and amazing your business will become. When I first started, I was like the writing, you know, writing guide newsletters and faxes and d cuz I copy Dan Kennedy, who's amazing, but copying somebody else's business model is like wearing somebody else's undies. Like it sounds geeky to some people, not not me. Yo, interesting. and kicky at first, but pretty soon you're just like walking around with a business wedgie. It's like awful. So, there's this kind of watershed moment going on right now where because a couple of people have done it and done it publicly, it gives the rest of us permission to do the same. And so, it's like the 4-minute mile. Was it possible before? Of course. But as soon as you see it now, we believe that it's possible and that the other side is like that you can get through the journey, make the changes without breaking everything. And the crazy thing is that in every case that I've seen so far, the moment somebody admits what they don't want, that's the magic. It's like this isn't right for me. I need to make some changes. Whether it's going salesless or lean team or digital only or events or whatever the shift is, the moment you've got a business model that is like aligned, that's you, you become instantly more magnetic and more attractive to the market and the business tends to boom. I think that's a shift worth considering. And so in our fourth video, I want to chat about that. How to build a business where as your business gets bigger, your life gets better and you don't build a great business that you've grown to hate. A couple years ago, I got invited to speak in an event. My buddy Dan Martell was running a gig in Colona, his hometown. I'm like, "Mate, I'd love to come and speak. What's it about?" He goes, "Well, the event's called Empire Builder." I'm like, "Cool." Goes, "It's for empire builders, not lifestyle businesses." And I got kind of hurt cuz in my gut, I know that every business is a lifestyle business because every business affects your lifestyle. I think in the old days you had to choose between uh an empire that yeah that looks good to others or a lifestyle business that feels good to you. But that's the old days. It's possible to do both. And I think the truth is that the better it feels to you, the more attractive it is to others. So in our fourth video together, we're going to chat about how to build a lifestyle empire, how to build a business that feels great to you and is super attractive for others as a byproduct. It's going to be super super fun. You're going to dig it. So, enough of the foreplay. I'm going to see you in video two. What we're going to do, I'm going to get you some leads. I'm going to do it by talking about the transition from traffic and funnels to how does it how does it really work to be magnetic and bingeable as a coach. It's going to be dope. I'll see you there. When I got started in this industry, no one even knew what a coach was. You had to educate people about what coaching even meant. But now, every man in their dog's a coach. I mean, your mom's just got a certification. Your dad's a high ticket closure. And your cousin's just enrolled in Hustler's University. The market is more crowded than noisy than ever before. Your prospects are more skeptical because they've hired seven people and none of them went well. And you in a crowded market, you're invisible. That sounds like a challenge, but it's actually a massive opportunity, especially as social media's changed because we switched from a a social graph, which meant the person with the most followers, the biggest audience won, to now the interest graph where the algorithm helps your content find your perfect audience. The good news is that people don't buy coaching, they buy coaches. And so, the game has shifted. If you've been around this game for a little while, you've probably heard these two words: traffic and funnels. In the old days, that's all you needed. One funnel away and then a ton of traffic, ad spend or whatever to get people through it. That's the old game. Now, it just comes down to two things. Becoming magnetic and bingeable. I'm going to sip my first Vietnamese coffee of my entire life. I'm going to shoot back to the office and tell you all about it. That's actually really good. So, to start us off, I want you to think about two creators whose work you admire and would kind of love to emulate that there's bits of what they do that you just like, "Oh, I love that. I wish I could do that, too." Just come up with two names. For me, I'd say uh Casey Neistat. I love his vids. And business-wise, there's a ton uh who I admire for for various things. They got two names. What is it about those people that you admire and would love to emulate? Cuz I've got a hunch. I reckon the same things that you see are the same two things which are going to set you free and make your marketing absolutely kill without it ever feeling icky or marketing or salesy. I want to show you what what's going on at least in my head. This is true for me. It's true for most of the coaches I know and every great creator and like let's be honest that's what you are. Every great creator has these two things in spades. Two parts to me and two parts I think to you. On one side is the business. The business has some specific needs. Its main request of you is please ship content. It has a need for commercial production. So it's looking for can you produce a volume of content your stuff that produces results, you know, leads and clients. So I call that commercial production. And so it's got needs. Um, and if we're not careful and all we do is we tap into this business side of things, we become like a cog in a mindless machine or we've got other people doing the content cuz they can be efficient and like we're too busy or AI is doing the stuff and it's not very good. So that's the business side. It's important but it's not the only force. And on the other side, this is the bit I want to talk to for most of the rest of this conversation if I'm honest. There's the business and then there's the artist. And the artist has a really different driver and a really different set of needs. In me, the artist like it's dri like I'm driven by creative expression. I just want to like make things and share them with people. And the problem is if all you do is listen to the artist and you don't think about the business, you end up in the cliche like starving artist. They just talk about the things you care about. Okay, cool. I care about coffee and sitting on the beach. Nobody's been willing to pay me for that yet. So, here's the thing. They're both got strengths and they've both got weaknesses, but when we combine them, a little bit of magic happens. So, let's just look at these as a couple of examples. Who's the most prolific in terms of creating content? It's probably Alex. They're putting out like, I don't know, 450 pieces of content a day, a week. I don't know. There's just lots. They're everywhere all the time, and most of it's really good. I would say they are prolific. prolific just means let's just start with consistent, right? Because most of us aren't prolific. Probably part of you that goes, "Man, I wish I was more consistent with my content, especially if you haven't posted or sent an email or shot a video in a while." On the artist side, this is these are kind of my people. The artists have got a really interesting quality cuz like, yeah, you can admire the production, like the volume that these guys do, but there's something about these cats. They've got something to say and they say it well because they feel it in their bones. I call that being dangerous. If we can get you prolific, consistent, and dangerous. By dangerous, literally all I mean is you're talking about stuff you got some energy about and you have an opinion about. People follow people with energy and an opinion. Cuz most people don't. They're walking around umbilical cord in hand just looking for who can I plug into that kind of believes what I believe, who can take me where I want to go. If you can get prolific and dangerous, you get paid. Those two creators you thought about at the start, that's them on a simple map. Here's what's cool about this. We're going to use this not as like a teach point, but as like a frame of reference you for you to think about producing content and creating marketing differently, cuz artists don't market. They just create and they share. All I want you to think about is what would happen if I could create and point my creativity at the offers that the business wants me to talk about. If we're prolific, we get this unmatched, you know, ability. We We can't be matched production wise. So, let's just call that can't be matched. That's cool. That's like one advantage that you can have. What about the artist? Well, they're unique. They can't be copied. So, if you can't be matched and you can't be copied, you can't be beat. And I don't mean beat like there's competition trying to beat. I don't mean that. I just mean you stand way the hell out as someone worth following. So what I'd love to do is spend a little bit of time helping you get more prolific and more dangerous so we can get you paid with your content. So every coach I've ever listened to and every coach who's come to me for help growing their business has said, "You need to be more consistent or I'm not as consistent as I want to be." That's cool. We could talk about that later. None of the consistent matters if you don't have something to say. And often we feel like like there's other people in my niche saying the same sorts of stuff or I'm not good on camera or all that. And so the most important ingredient in all of your content is you. Our first job is to be the content. And there's a risk right now. You're busy. You got stuff on. Maybe you're not that good at videos or emails or or posting on social. And so we outsource it. We either like get someone on the team to like help us with the social media or we use AI and we get the robots to do the thinking for us and then pretty quick you get ignored. Here's what happened to me. I was um running a big business and it and it got a little bit crazy and out of hand as um as often happens. And so I I thought, you know what, I've already said the words once to our clients in Black Belt. I don't need to like say it again. I'm just going to get someone to clip little clips from the webinars and workshops I run for ran for my clients and we'll share them on social. That'll be fine. For our emails, I'll just get someone else to take the transcripts of those workshops that I run for clients, uh, transcribe them, edit them, and like publish them out as emails. And it was okay for a bit until it wasn't. It's like, uh, this guy was I ran a big business and then it went bankrupt. I'm like, so um, you know, you used to be a billionaire and you went bankrupt. How'd you go bankrupt? He goes, well, two ways. Slowly at first. And then quickly that's what happened to me with content. This is the exact trajectory you know outsource the content. Somebody else is looking after it. Whether it's AR as a person doesn't really matter. First I felt like relief. I didn't have to do this. This is great. This is what happens when you outsource your voice. First it was relief. Then people sort of started to tune me out. I don't know if they knew it wasn't me. They probably maybe they didn't. Maybe they didn't. They just knew it wasn't as good. It was sort of what I wanted to say, sort of how I'd say it, not that great. So, they started to chew me out. And then when we'd make offers and invitations, response went down. So, what do you do when people aren't responding? Don't do what I did, which is like, well, clearly we just need to send more. So, we'd send more. We'd spend more. We'd hustle more. We worked like four to five times harder. And funnily enough, it didn't work because we were just like getting more like force-feeding more crap that nobody liked down their throat. When you outsource your content, it ends up homeopathic. You know those like one drop of onion juice in an ocean of water is somehow magically meant to cure cancer or whatever they say. My content was lame. It was like a photocopy of a photograph of a photocopy. That's what happens when we get a robot or somebody else to do the [music] content. The future in our world is founderled marketing. You think that Virgin, it's a great company. Richard Branson, he's the he's the brand. He's the face. That's us. So eventually after getting fed up with this like stuff not working and having to work so hard, I decided let's take back control. And for me, I started with email and then to short form and then to long form, which we'll talk about all the how-tos in a in a minute. And a really different sequence of events started. Um instead of outsourcing my content, I decided to own it just as an experiment to see what happened. At first, I was scared. Like it was nice not having to do the stuff. I remember the first time I create a piece of content and I looked at I'm like that's that's pretty good. I got like a taste that was actually great. Ever done that where you like you create something and you're like man I'm smart. I had one of those. And then it didn't happen straight away like the bankruptcy but in reverse. People started to reply and go hey that was really good. So, um, people started to tune in and then we'd make an offer and responses went up and then instead of having to work four or five times harder, now we're selling four or five times more every single month without anyone like tapping on the leads. It was like here's the content, you know, [music] here's my point of view and here's an invitation and people just jump. So four to five times not this is four or five times work. This is four or five times results. And instead of homeopathic the content is like heroic. It's me in a video. That's what I want for you. And I think the biggest danger is to go well I don't have anything to say or I'm not good enough on camera. Their skills that find something to say. We're going to fix that today. And the skills that's just time. Can I show you how? Cuz I'd love to. So we're talking about being magnetic. Back to those two creators I asked you about at the start. There's something about them that makes them magnetic to you. I'm sure there's a bunch of people who don't love them cuz a magnet's got to attract and repel, but for you, they're kind of it's vibing. If I break it down, it's probably they're saying something kind of interesting and they're really good at delivering. It's like there's what you say and there's how you say it. And we get obsessed with like looking right and sounding right and how we deliver stuff, how we come across on camera, what the lighting and the gear is. The secret to great communication, it's not body language tips or pause. Like that's all nice. The hack is conviction. It's saying something you believe and have an opinion about when you've got energy like you I just felt it then in me. I don't know if you picked that up but I got the oh gives a [ __ ] about this and I he he wants to make sure it gets across. That's what's going on. So let's talk about AI. It's a great tool. There's kind of broadly speaking two camps. There's the AI is bad. Don't touch it. It's really useful but just don't look people. And there's the use AI for everything people. And they're both kind of stupid. The people who use AI for everything's like, "Hey, write me a thought leadership piece about topic I don't know anything about and then post it." They're dumb cuz they get found out real quick cuz their stuff's [ __ ] The people who don't use it all, they're just missing out on a great tool. Most of us work by ourselves. And I think if you treat AI like a team member, like a brainstorm partner, an editing partner, like it's magic. Uh, a few years ago, a mate of mine, Matt, Matt Church, told me about the three stages for doing great work. Like imagine imagine you're not you're not a coach, you're a brain surgeon. Well, the brain surgeon gets paid top dollar to do brain surgery. They don't prep the patient or get the O ready and they don't like stitch up afterwards and clean up and move them into after operation care. There's three phases, right? So all of the work goes through these these three phases. There's the setup, which in surgery is like prep the patient and prep the O, get the team briefed. In creating content, there's like figuring out what am I going to say here. Then there's the makeup, which in surgery is doing the procedure. And in content is like shooting the video or writing the post. And then there's cleanup, which is in surgery, stitch the patient back up and will them into afterare or notify, I'm really sorry, we did all we could. [laughter] Hopefully, it's not that. And in content is like post the thing, maybe look at your stats and learn some lessons. I think AI is great for setup and cleanup. And my job is makeup. So I use it a ton at the start. Like I've got this idea, ask me a bunch of questions and I get it to like, you know, to challenge me or prompt me or help me like help me find a couple of different ways to say this and then I just go now. Now I've got enough. I can go. [music] It's an amazing editor, especially for someone who's like a little bit passionate and types full of weird typos. So, I use it to brainstorm and I use it to edit and I don't never use it to think for me. I think if you do that, you're going to be great. And the what you say takes care of the how you say it. Cuz if you have something you care about that you have an opinion about, it'll come across with conviction. So, if you want people to pay attention and you want people to follow you, then we need something to say. And here's the biggest lesson. I got it from Kanye West and I got it from Rick Rubin. So Kanye West uh was working with Rick Rubin on [music] a new album. And they're sitting down in the studio listening to all the songs that might make it onto the album. And Rick Rubin looks at Kanye and just gives him the best piece of advice. He's like, "Listen, if any song sounds like it could be on anybody else's album, it doesn't belong in yours." So the big the big lesson, the third big idea here is say what only you can say. But Taki, everybody else is talking about lead generation and doing all the same stuff as me. Yeah. Yeah. Yeah. Yeah. Yeah. topics are fine, but there's two things nobody else can say because only you've done it. And AI can't say because it's a freaking robot and it's not a human being with your lived experience. It's your point of view. This is the stuff that makes you you. We call it a a POV, a point of view. If you share things from your world, stories, right? Stuff you did, either stuff that's workrelated or frankly stuff from outside your world. bring people into your world and all of a sudden because people don't buy coaching, they buy coaches and they get to see into your world. Well, guess what? I know this guy. I like this guy. If you've seen somebody on on the internet and you're like, I feel like I know them. I had a friend who met someone famous or who they just binge their stuff and like, hey, great to see you. I love the thing about that and they're like, who are you? It's like a what do they call it? A par whatever it's called some kind of relationship where you feel like you know them and they don't know you back. That's what we create with this stuff. So let people into your world and then from that share your world view. If you tell people stories from your real world lived experience, a you've got receipts, that's proof. You've got conviction. I just did this. Let me tell you about it. [music] And your worldview, what you believe, what you notice, what you think. All of a sudden, you become super attractive and you're the only one in a sea of like how-to people teaching the three steps to this and the seven mistakes to that, which comes across kind of preachy. All of a sudden, you're a character worth following. So, I want to give you a second Kanye story. Kanye West is hanging out with Dave Chappelle, you know, the comedian, and they're uh backstage at the after the taping of the Chappelle show, like Dave Chappelle's comedy show, and they're about to look at some of the tapes as they're getting edited. [music] So, they're sitting down there and and uh this is Chappelle tells the story, and Kanye's phone goes off, and he picks up the phone, and obviously Chappelle can only hear Kanye. So, the story like, "Hello, no, I'm sorry, I can't. No, I'm at the taping the Chappelle show looking at episodes before they go live because my life is dope and I do dope [ __ ] and hangs up the phone. That's the whole secret to this in that little story is our secret weapon in terms of standing out with content. It's do dope [ __ ] and tell people [music] about it. And the dope [ __ ] you do could be business stuff and life stuff. It doesn't really matter. Marketing was really hard for me a couple years ago cuz I wasn't doing anything cool. Not like flying on helicopters and stuff, but like I wasn't doing new stuff in my business, so I didn't have anything to talk about. So, my marketing was flat and stale. If you do do cool things from your world and share what you learn from it, you become super super irresistible. All right, let's make this super tactical. We've talked about world and worldview. Let's break this down. How do you actually share stuff from your world? Here's the thing. You don't have to live the most interesting life in the world. Everything's interesting if you scratch a tiny bit. So, what I do every Friday, I sit down and I look through what happened last week. What's in my calendar? What's in my I take photos of everything. like anything's interesting. So, I look in my photos, I search my DMs, looking in my in my calendar, my community, uh content I'm creating, content I'm consuming. I'm just looking for stuff that stands out for me. And I like just circle the top three, four, five things, and that can be heaps to talk about. So, that's your world. Remember, we want something that we have some energy about that we have an opinion on. Energy comes from finding interesting stuff. The opinion is your worldview. [music] It's like, okay, about that, what do I believe? because you if you just share like here's what happened and the tactics, there's no soul to it. Tell us what you think, what you love, and what you hate. Uh, every piece of content is designed to take someone from somewhere to somewhere else. There's an old dumb way and there's a new better way. I hate this and I love that. So, anytime you create a piece of content, just think like, okay, what do I believe about this? If it's just like a statement of facts or some how-to stuff, nobody cares about that stuff. You get ignored. All right, take a big breath in and out. Remember, we're here to talk about traffic and funnels is the old way and it's kind of dumb and doesn't well didn't work for me. But magnetic and bingeable, that's the ticket this year and next. So, uh, we've dived pretty deep into magnetic. I want to get you bingeable. So, one night I'm in bed up too late scrolling Instagram reels mindlessly like an idiot. and the algorithm decided to show me a vid by this Brazilian cat called Phillip Bay and he was doing stuff on Zoom that that I'd never seen. I'm like really good at Zoom and workshops and stuff, but he was doing like ninja tricks from the third dimension. I was like this is cool. So I watched like you know four or five or six of his reels like what's that 8 minutes? I like I wonder if this dude's on YouTube. So I jumped over to YouTube and I found him on YouTube and all of a sudden I'm in bed and I watched like two of his YouTube videos like 20 20 minutes 30 minutes. So, I met this guy like 45 minutes ago. Next thing I know, I'm googling and I find the dude's phone number and I text him in Portuguese cuz I've lived in Brazil for a year. He's he's Brazilian. I'm like, "Hey, man. Just found your stuff. It's amazing. How do I buy your thing?" He goes, "Well, I'm running this master class." I'm like, "I don't want the the free challenge. What are you selling at the end of the challenge?" He's like, "Ah, it's it'll be ready next month." I'm like, "No, no, no, no." But this time, I was like hooked. [music] Whatever he's got, I'm buying it even if it's not for sale. I've gone from I don't know who you are to that's interesting to oh my god to cyberstalking I suppose you can call it and making a purchase. Have you ever done that? Maybe not as extreme but like found somebody and then binged and then bought. Magnetic makes you worth watching. Bingeability is engineered because binges [music] are buyers. I was chatting with one of our clients Shiron a little while ago. At the time he was running a bunch of coaching and and education programs in the real estate space and he talked to his head of marketing. He's like, "Hey, I want you to do an analysis of everyone who's bought in the last two years. Try to figure out what's the funnel that's working or the the adset or the demographic or the lead magnet that's working best." So, we just like double down on what works and not waste time on the other stuff. So, his data nerd's like, "I sir." Goes off going down into the to the lab. Comes back a week or two later, like, "Hey, I've done the I've crunched the numbers, but didn't find what we thought we'd find, but I found something super interesting." [music] Sean's like, "What'd you What'd you figure out?" He goes, "Well, I got together everyone who bought in the last 2 years, and there was no matched demographics. the funnels. There was nothing obvious there. There wasn't a specific ad or a particular magnet or a product even. They were all over the shop. It's like, well, this doesn't sound super helpful. What did you learn? Well, this is the interesting part. [music] Every single person who bought in the last 2 years consumed at least 47 minutes of your content. Sean's like, that's interesting. I [music] wonder if there's a correlation between how much content they consume and how, you know, how buyish they are. That's I'm sure that's not what he said. buyish. So, they set up a split test and it goes like this. They kept uh the same lead magnet and when people opted in, they sent them down one of two paths, like an AB split test. Group A just went down the same path that they had always done. You know, there was an email nurture series and every now and again there'd be a video or whatever. And and group B, some of the people consumed the 47 minutes of content over months, some over years, and some of them like in a day. It didn't matter how long they'd been on the list. It was just like how much stuff they consumed. So it's like, okay, what if we just get some of our best stuff and assemble it over, you know, over a month. So there was like some long form videos, [music] some audio podcasts that's meant to be headphones, some written stuff, some like gifts and memes, which probably don't take that much time to consume, but it was entertaining, I suppose. Uh some short form content, some podcast interviews, [music] a range, like they didn't think it through, just like let's get some of our best stuff and feed it to people over a month. At the end of 30 days, they do a debrief. What happened was a little bit mind-blowing. Well, group A, the guys who went down the normal path, they just did the normal thing, like no change obviously cuz it's the same. But the group B guys, they bought two times more than the group A guys. And when they had sales calls, the conversion rate was 40% higher. And the only thing that was different was these guys were deliberately shared content to help them binge fast. So Shiran shared this story with me and and we bought it down like this. It wasn't the time on the list that mattered cuz remember some had bought quick and some had bought slow. It wasn't the time on the list. It was the time on brand. I found this fascinating because never been really good at the get somebody in and get them to spend money straight away to pay back my acquisition cost. like I'd get people in and I just like nurture them for a long time and some people would buy straight away but most people take like weeks or months or or years and it turns out that it wasn't the time on the list that mattered. It was just like it took that long for them to consume enough stuff. So we started doing the same like if it's just about time on brand we can accelerate that and just give people [music] more useful long form stuff quicker. We call this brand width. It's a big idea. Brandwidth is just defined as the number of minutes that your prospect consumes because if they binge they'll buy. So what I love to do is to help you do two things. Number one, build some brand with and [music] number two build some bridges between your content and your offers. That's where the magic [music] happens. So the main lesson from this Chiron brandwidth conversation is the binges are buyers. And the second lesson is you often don't need to create as much content as you think you do. Most of us create too much and we market it too little. We've all got like a a Google Drive like garage full of assets that we've already made that we're just not putting to use. So action point for you, look in that garage, your history of cool stuff you've made and share it with your leads when they come in and even share it with your uh your colder audience as a way for them to warm up to you quickly and binge fast. I think we're often focused on creating content when we should be creating assets. So, you might be asking like, "Okay, what's an asset or what kinds of content assets do I need to create?" We'll get there in just a sec. But first, I just want to address the elephant in the room. You're probably watching this cuz there's a part of you is like, "Yeah, my content's not that, [clears throat] you know, not as good as it could be and I'm not consistent enough." And that's because maybe it feels hard and you're probably busy. But I just want to let you know this is the most important job in your entire business bar none. I could prove it to you. Last month I spent 12 hours creating content, some videos for YouTube, some short form reels and some emails. 12 hours. That 12 hours created yeah a bunch of sales. Some people in black belt, some people in boardroom, few workshop tickets. It made us an extra $185,000 a month in monthly recurring revenue. That's a big number and I'm not saying this will do that for you and I definitely don't want to impress you, but I just want to get this idea through. 12 hours made that much money every month. My hourly rate for producing content is 185 grand last month per hour. Name one other job in your business that pays like that. Oh, wait. Cuz you can't. Cuz there isn't one. Like this is your gig, dude. It's the one thing that nobody else in the planet can do. You can't hire somebody to be you on camera, right? You just can't. Someone's got to think it and someone's got to say it and it's us. So, this is my invitation. I know you're busy with all the other stuff. You can climb the replacement ladder and get someone with customer support or admin or even help you with coaching. This this is our job. Early this year rather, I was chatting with a husband wife couple in boardroom. They're Indian. and they live in um in New York State and uh she's the face of the business and he's like the ops that sometimes happens with with um yeah two person partnerships. One's more front stage, one's more backstage and she was like I just I've got this blog about my content. U so busy doing all the other things and and he said well you're away for that girls trip two for two weeks. You just got back and while you're away we didn't we didn't drop a ball. We didn't miss a beat. The thing's smooth. You don't have to do anything with your stuff. I've got it covered. And then he said, "If you if you did nothing else in the business, but like 4 hours a week, you created content, just 4 hours, our business would double this year if that's the only job you did." So that's the invitation I've got for you. If you do this and you do it well, you'll be magnetic and you'll be vingable and clients [music] just fall in your lap. You don't have to sell anymore. You just being a magnet. Some people hate it. The right people will love it and they'll come for you. Cool. So, with that out of the way, do your job. Let's talk about how I don't want you to be wincing like, "Oh, now I've got another job. I was already busy like looking after my clients and making sales." I get it. Here's the good news. It's your job, but you don't have to make anything new. Remember before we talked about creating assets, most people create too much and market too little. The content you're already making for your clients, that's where the stuff comes from. So, I think about it like this. You've got uh delivery content, stuff you do with your clients. You've got conversion content, like stuff that you use to make sales. And you've got like marketing content, we call it attract content, stuff that we do to get leads. I used to feel like super schizophrenic and spread really thin trying to create this and this and this. And then one day I realized, hey, my clients love the stuff I give them. And I want my marketing and my sales to attract more people just like these guys. So if these guys loved it, what if I just broke off bits? like you know you got a a chocolate bar with 12 bits and you break off a few few pieces and I share that with the market and they froth and I didn't have to make anything new. So sometimes that's like invite people to a workshop I'm running with my clients. Often it's like I taught this to my clients, let me retach it in a cut down easy, you know, simplified version for prospects. The content isn't hard when you realize that the product is your marketing. Let me show you the menu that we pull from when we're designing marketing systems like this for our clients. I'm going to give you the the you most of the menu. You don't have to do all of it. In fact, I recommend you don't. I just want you to quickly understand it. There'll be a worksheet below you can download, figure out, oh hell no, I'm not doing that one or oh yeah, I'm already kind of doing that one and then what's next? We do that, we're going to be golden. Given everything we've talked about, what does your marketing actually look like like day to day, week to week, month to month? Most coaches don't have a good picture of what it looks like when it's finished. And so they're just like picking up random jigsaw puzzle pieces and going, "Do I need one of those? How does that fit?" It's like it's messy. Sometimes what you just need is like a picture of the back of the box so you can go, "Oh, that's what it looks like when it's done. That's what this is right here. We call it the system. It's a simple onepage map. I want you to treat it like a menu. You don't have to eat everything on the menu. We just pick the ones which feel good for you right now. Let me give it a tiny bit of context. As we move left to right, [music] we go from cold, skeptical leads. They don't know you. They don't trust you. to kind of warmer more curious prospects right through to hot primed buyers today because we've been talking about bandwidth. We're going to talk about this bit again. There's a worksheet below you can do this and then in the next video we'll talk here and we'll complete the puzzle [music] on the video after that. So I like to think about marketing as a as a rhythm. Uh when you've got a cadence, it's I know what to do. And so this is like daily we do this, weekly we do this, and monthly we run one of those. Daily, our whole lead generation system starts with short form content. And short form could be text or video. Uh it could be your pictures like a carousel. But like short form content is [music] great. I love it daily because then we can do the iterations that allow us to like learn our market, find our voice, learn marketing and it's the easiest way to get eyeballs because all of the prospects you want are on one of the social channels whether it's LinkedIn or it's Instagram or it's Facebook or it's Tik Tok or it's wherever or it's X, they're out there somewhere. So, we just got to pick the right platform, choose the right format for us and we share daily and we iterate. That's good for getting attention. Well, how do we get leads? How do we get them out of social and into pipeline? Well, every week we share a micromagnet. Uh, a micromagnet. What's that? You probably heard of a lead magnet. You It's like a piece of bait that we dangle to get somebody to raise their hand and gives an email address or or message us or whatever. It's that. But instead of trying to teach your prospect stuff, what we do is we just identify a tiny splinter of a problem. You like, I've got, oh man, I stepped on a splinter. I got this thing. instead of like if you got a splinter, you don't want like the seven reasons why you got a splinter right now and 38 splinter removal techniques. Just like somebody can you just pull this out please? And so think about these as very low information and they can get a quick result, a little bit of relief in a minute or two or maybe three at the most. Nobody's on social media to like learn stuff. We're all chasing a dopamine hit. So it's like, "Hey, if you got this problem, we can pull that splinter out." And in return for that, you get contact details and permission to stay in touch. So we run one of those a week. You don't need 52. You'll probably end up with your first one and then three and maybe five and just put them on rotation. That's heaps. And once a month we run a workshop. Just a chance for you to get invite the people in your world to spend more time on brand with you. This is kind of the lead generation part of brandwidth. Which brings us here. We've got this middle bit. We call this the nurture cycle. So, when it comes to the nurture cycle, there's really four things on the menu. [music] You can do any of any of them, none of them, some of them, all of them, up to you. First up is chat. All we're really talking about with a nurture cycle is just what do we do to warm people up from cooler to warmer so they're primed and ready to buy. So, DM conversations are a great great way to build relationships. Next, long form content. YouTube [music] particularly uh is just the best way I know by far to take people deep and give them a chance to binge because it's [music] built for a discoverability. People can find you and b for bingeability. It's awesome. Email. I froth on email. [music] You don't have to. I don't mind. Email is just a great way. It's an earned asset. It's owned and now I can talk to people whenever I want to. And then finally, a VSSL video sales letter is just a place for people to like jump in the microwave oven and go from cold to like ready to buy in just a few minutes. It's like does the best job of telling my story and what I want people to know before they decide, do I want to work with this guy or not? All of this piece here, this like bit I've highlighted in black, this is what we call brand width. Now, here's the thing. I used to think about this thing like a funnel. you know, lots of people come in the top, then they go to number two, and then down here, and it's a very linear path, which is great for the couple of times where that happens, but every extra step in your funnel is a chance for people to not do what you want them to do. And the truth is, most people don't. This is how marketers [music] would love it to do, love it to be. Like, if every prospect could be mind controlled, watch this, then read this, believe this, now buy this. Mind control bad dudes would make us do that. But there's no mind control. People have free agency and it's not how the world actually works. It's much less like a funnel and much more like a web. So people come in and they get, you know, they find you on short form video. Maybe they watch some YouTubes. Maybe they attend a workshop. It's a web. People are going to bounce around and and this whole system gets leads in and warms them up because you're magnetic and bingeable. And when they're ready, they know to call. So like I said, there's a worksheet below which has the menu. Just pick the ones that feel like you. And most importantly, just pick the one that's next for you. Listen, this has been super super fun. If I could summarize everything we've covered today, I'd say this. The old way is built on being one funnel away and then spending a ton of energy, time, and attention on traffic. And the new way is the people who win are people who are magnetic and bingeable. If you do that, you're going to crush. I'll see you in the next video where we talk about how to go salesless and sign clients the easy way. If you've been in this industry for anything more than five minutes, you know that there's a massive difference between a client, someone with a credit card and a pulse and a dream client. Someone who you wish you could like take to the magic cloning machine and print a hundred of them so that your client roster and your week is full of people who you froth on, who you love, who can who you can help, and who happily pay for your services. Every coach has heard the words ideal client or dream client. But the idea that you you could only work with them and have enough of them to turn this into a great business feels like the chances of finding a unicorn and a pot of gold and the Epstein list all on the same day. Not going to happen. So it comes down to almost the most important decision of your entire business. Each going to chase the money and get who you can get. You're going to choose your squad. Deliberately set up a business that only attracts the clients you want to work with. And I'm not talking about having a standard so high that you end up being the coaching equivalent of being still single at age 75, holding on to hopefully meet the one. No, no, no. I'm talking about setting up a system that attracts exactly who you want. So every client you meet and every day that you coach is a dream experience. So I was in Newport Beach in California running an event with some of our million-dollar plus clients. We had a few guests there, people who were on the outside of our world and wanted to check us out. One of the guests was a woman called Joey who's amazing. She came up to me on dates and said, "Hey, Tuck, I just want to let you know this is a great event, but you're doing a [ __ ] job of selling to us guests." Oh, no, no, no. I don't think you understand. I'm not selling, I'm buying. She said, "What do you mean?" I'm like, "Well, I know who I'm looking for." We call him a buy van, a batteries included, value added [ __ ] And so, I'm just going to check you out for the next couple of days, and if I think it's worth it, I'll invite you to come join us. So, we've been chatting out there about the difference between chasing the money and choosing the squad. Being able to choose is just a amazing position to be in. And to be honest, it's available to anybody at any time. It's just a decision away. And so all we need to do is like know who's my person and who's not. So the word I used before was buy vamp. It's a madeup word, but I love it cuz it says two things. Batteries included. That's about their energy. Do they come batteries included or not? Cuz not everybody does. You want to work with people who show up with a little bit of like they're on their front foot and they want to do stuff. And then value adding means, is this person a net addition to my to my squad? In Broom, we're super super choosy, like elite level choosy. You don't need to be this choosy. But if someone's not batteries included, not fun. It shows up pretty quick. And if someone doesn't add value, well, they're just taking up space. So, you get to choose like how extreme you want to be on these things. And then MF is [ __ ] cuz why not? Here's what I want for you, though, is just to make a list of the criteria. So when you're chatting with someone or you're on a call with somebody or you look at them on social, you're like, does this person feel batch is included? They feel evaluated, do they feel like my person or not? So if you just made a little T- chart like this and just wrote down these are the three things which would make someone energetically a match for me and these are the the three things which would make someone feel like they're a right match in terms of demographics or skills that they have on board. That's a good list. If you're not sure, do the opposite. What would make someone what's the red flags? And that's the shortcut. Sometimes it's easy to know what you don't want and then just flip it inside out. So, having made this list, you might be a bit nervous like what if I can't find these people. Doesn't this like shrink my opportunity? Not only does being clear about who you want let you message to them and bring them in, but it makes you attractive to the people you actually want because the people like a players want to be with people who've got standards too. The only people who are attracted to a room without standards are people who can't meet them. I had all sorts of weird beliefs about about sales and about money and all of that stuff. and instead of getting good at sales, actually fixed it upstream. I was like, you know what, if I could get really good at marketing and have them call me and want me, then maybe sales would be easy or even unnecessary. And so that's like that's the obsession that like sent me down this journey for the last 18 years is like how do I get so good at marketing that people just want it and I don't have to sell but they buy. It's super super crazy cuz now with a much much bigger business, we're just running the same playbooks. Naval Raikant there's this amazing quote up here where he said you're doing sales because you've failed at marketing and that's [music] almost every coach I know in fact it looks like this by the way even the big coaches with the big businesses almost all of them are super salesheavy and marketing [music] light. So if we if we think about this here being sales And this here being marketing if marketing is not not doing its job and you need new clients, what are you going to do? You're going to lean into this skill here. And so there's a bunch of people who like raised their pinky finger that I might be interested or they've clicked like on a post and like there's an opportunity. We haven't had an opportunity in months. Pounce. And so we pounce and we we chase and we try to book a call. Yeah. We follow up to make sure they show up on the call and then on the call we like we pitch and we rzle and we dazzle. We'll try to do all this stuff to impress them to why they should join us. And then we're on the the third or the fourth follow-up call and they're like ghosting us. It's because we're we're trying to hard sell now because we didn't pre-sell before. And this whole video is about one like one core shift. Down here at this end of the spectrum, we're chasing we're chasing the money. We're chasing the people. Everything is like us chasing them. I don't know if you've ever felt like you're being chased, but like my I haven't. Thank god. But if I ever felt like I was going to be, you know, being chased, my natural in inclination would be run. And that's what prospects do. If we do it the other way around, if we lean into the marketing, this like the last session on brand width, if we get this piece right, then not only your sales easy, but you you have a line of people lining up at your door and you get to choose. You've got your buy van filter on going, "Oh, you look good. Maybe later." 100% no. Oh, yeah. You're good. And we get to choose. And that's just a completely different completely different headsp space to be in. And it's not just a mentality or a mindset. It's a daily reality. When you get this bit right, this bit gets easy. So I don't know where you are on this spectrum. But like a year or so ago, we as a business were way down here. Like marketing wasn't very good. That's that's on me. And so the sales team had to like work really really hard. I don't know about you, man, but like I did hundreds of sales calls. I didn't enjoy it, but I did it cuz I was good at it. And it was, you know, that was what I was taught. Like to sign a high ticket client, you must do calls. That was, you know, what I learned. And then I didn't want to do that anymore. So, well, somebody else needs to do it. And so, I hired a sales person who's amazing. And then we needed somebody else to to triage for them. And then somebody else before them to like DM, set appointments, and then somebody over all of them to manage. And as it got bigger, it's like more and more and more more people. And to be honest, not even more clients. There's this thing that's going on in the world where people are just like, I don't want to do sales calls. Prospects don't really want sales calls and the thought of managing a team is hard. And so if that's not the world you want to be in if you don't want to be in this like salesheavy mode and if you do cool then the alternative is let's get the marketing to do the pre-selling so that like the actual sales function is relatively easy. So I just want you to make a decision like where am I right now on this spectrum and where do I want to be? If we lean this way everything we're about to do just becomes so much easier. An amazing thing happens when there's uh limited supply and lots of demand. When we get this brand width piece right, this is why we're like, are we talking about sales? Are we talking about marketing? Yes. It's all one client acquisition piece, right? It's like how do clients happen here? Every business is somewhere on this supply demand curve. But most coaches have unlimited supply. Like how many clients do you want? Lots. How much demand do they have? None. That's why they're chasing. But the truth is, if you think about it, you've actually got limited supply already. Like, if a thousand new clients bought tonight, what would break first? I'll go first. You would, right? You totally would. The wheels would fall off. Things would start breaking and you'd you just like die. So, somewhere between zero clients and a thousand new clients, there's a number that you could actually take and look after and do a good job with sustainably. So, there's already some scarcity to your supply, but we just don't use it. So, I want you to think about this. How many clients could you take this month and do a great job without the wheels falling off or you dying? There's a number, right? It could be five, it could be 10, it could be 20, or it could be 30. And so, I want you to start using a cap to your supply as a lever in your marketing and a le lever in your sales. So, let's say you could take 20 clients. Okay, cool. Have you signed 20 clients consistently? No. Okay, so let's not say there's only 20 spots because you're already struggling to fill eight or 10. What I want you to do is go, how many am I signing on average a month right now? And let's make our cap closer to that number than the we could take this number. Let me give you some really simple maths. What I like to do is let's say you on average you've been getting like I don't know 10 new clients a month. Just round numbers. Next month, drop that 10, take 20% off. So you can take eight clients this month. It sounds like a step back, but an amazing thing is going to happen. If you can cons if you're consistently getting 10 and you say there's only eight spots and they're filling faster than they actually fill up for the very first time in your life, you'll have experienced abundance. Like we are sold out. We've won this game and we're not constantly chasing anymore. I had this many spots and people are desperate to get in and we had to turn people away. It does incredible things for your confidence and it tells the market that this cat is in demand. So you've set your first number. It was eight. Cool. What happens next month? Well, that depends on you. If it sells that easy, we can ratchet it up. If you're super busy and you're away and you're like on holidays or whatever, maybe it's four. It's your game. You can do what you want. The thing that's going to make this work is what's the invitation we actually make to people. That is what comes next. So, I want you to imagine you and your perfect [music] client, your buy a prospect are in a room together. It's a room just like this, and there's a table in between you guys. There's [music] two chairs. There's nothing else going on. It's silent. I don't know why, but for some reason in this scenario, neither of you is allowed to talk. Okay? They're a potential client who's come to you and you're a coach with some solutions. But the way this game works is like this. You have to take your offer like, "What does it look like to work with you? How much is it and what do I get?" And all the stuff and write on a sheet of paper [music] and then silently slide it across the table towards them and they'll pick it up and they'll read it and they're not allowed to say yes or no or ask questions. is they're just allowed to either nod, I'm in, let's do this, or I'll pass. If you wrote down your current offer and you slid it across the table and they read it, do you reckon they'd be in or would they be out? This is what we call the silent offer. And whether you're selling with a doc like we do, like a a simple one or two page writer, or you're selling on a call, the most important thing you have you have to have is a really clear offer that can answer five core questions to get people off the vents and saying yes, assuming they're the right person for you. So, let's talk about your offer. Remember in the last video, we drew out this thing called the system and we walked you through the brand with side of things and it and these [music] had little question marks on them. That's what we're going to do right now. this little piece, this diamond, the silent offer diamond. These are the five core elements of an incredible offer. Down below, you'll get not only the download of the system, but also an offer diamond so you can help work out yours. There's five things that every great offer has. And if you have them, your life gets easy and the right prospect say yes. And if you don't or it's unclear, [music] they say no. If you're selling on a dock like us, obviously the things got to be self-contained. Even if you're not, we get all of our clients to build a uh an offer diamond and write an offer dock as if all they were allowed to do was this because it gets you probably the first time ever. Incredibly clear about exactly what they get and exactly how it works [music] and who it's for and who it's not for. It's epic for you, even if you've been selling for decades. And if you do have somebody else doing calls for you, this is the first tool you give them. So when you present an offer, there's two forces at work that'll make someone say yes or someone say no. On the yes side in green, this is the reward. Like what do I get? And obviously we want to make sure that the reward is really really clear. And on the on the other side is the risk. If Zumi is not clear or it doesn't feel safe, I'm not going to take action. Sales is a confidence game. And I don't mean you've got to sell it confidently. I mean, your job, the job of your offer is to give people the confidence that if they take the next step with you, they're going to get what they want. And so, this diamond has two core elements on the reward side, two on the risk side, and one at the bottom. Urgency and scarcity, like we just touched on that's going to take someone from this is really, really good, but maybe later, too. Oh, this is really good, and I'm going to do it now. The very first thing in your offer needs is a really clear promise. If I do this, what's the result I get? Like, what happens first? What happens then? What happens after that? just a really clear picture of the the result. There's this energy drink in America. I've never drunk it, but it's got the best name of all time. It's called 5hour energy. Like it says on the tin what it does. That's what yours needs to do. Then the next piece up here doesn't it's not it's not the uh the big needle mover promises. The next one is bonuses. What are you going to give me that's going to make it better, faster, and easier for me to get the results? Don't just throw [ __ ] at it. What can we add that makes their job easier, helps them get better results, or helps them accelerate the journey? On the other side, well, what if I do all the stuff and I took the promise and it doesn't work for me? Well, there's an element of risk. And so, what we want is some kind of risk reversal or guarantee. And it could be this will happen for you if you do this stuff or I'll refund your money. Uh, we're really answering the question and if it doesn't work, I will, right? I'll give you your money back. I'll work with you for free until it does. Or it might be there's no guarantees. Just want to be super clear about what the policy is. Ideally, if we don't have more demand than supply, let's make it easy for people to say yes. Up here, payment plan. They could pay up front. Maybe it's monthly. Maybe it's weekly. Just give them some options so that it's easy to say yes. At the bottom of the diamond, right here at the base on the [music] tipping point is the thing that can make the difference between yes now or maybe later is scarcity. Limited number. the cap we talked about just before or urgency, limited time, like it's available for the next 24 hours or until Friday. These are little forces we can use to help make sure that there's more demand because there's limited supply. This is what goes into a great offer. If we take this and we put it into an offer dock, now we've got something worthy of sliding across a prospect's table that they can have a read of and go, "Okay, I get it and I'm in." Clear, compelling are the two major forces. Most people say no to coaching either because they don't get it, it was unclear, or they get it, but they don't want it, it wasn't compelling. So, if you're not getting the clients you want, these are the five levers we can pull to get the outcome we're after. Okay, important distinction. If you're under a million dollars a year, you should have one product. That's the thing that you sell. Like, for example, for me, my core product is called Black Belt. But that doesn't mean I can't package and position it differently each month if I want to. That's the offer. One product positioned different way. So this diamond, if you hold the diamond up to the light and then you slowly shift it, the light hits it differently and I'm shining the light on different facets of my offer. That's what you get to do if [music] you want to. If you're ADHD like me, it also keeps it kind of fun and exciting without messing with any anything backstage. Most coaches create way too many products when really they need one product and position it with a few different offers over time. So we talked about the offer with this little diamond here. These two boxes are the two main ways that people like us sell our stuff. The vast majority of our industry sells their coaching programs on calls. That's like whether you're taking the calls or there's a sales sales team, that's what we're taught to do. And it's the prevailing thing in the industry for a good reason. Like it actually works, but it's not the only way. And so today, more than anything else, I want to give you options and permission to do the thing that works best for you. Because the other cool way is just by taking that silent offer and just sliding it across the page to people. This friend who's been doing this for ages and preaching the gospel of this for ages and then heard me and a couple of buddies talking about how great this doc thing was and he was terrified. So he got on a call with me, messaged a friend, called another friend. He's like, "Hey man, here's an example. Do it like this." And he just did and now his mind is blown. All of a sudden he's experienced it and he he's got a whole bunch of different options for the next year or two or three of his business. You don't have to be stuck here. You've got options. But to be honest, making that transition is kind of scary. So, we just nailed your offer. How do we sell it? We got two options. There's calls, the way almost everybody does it, and there's just by sliding the silent offer over to people in a dock. To be honest, I've been doing this for ages to sell low price stuff like a,000, $2,000 programs. Some reason I had in my head that it didn't work for expensive stuff. Even though I had clients and friends successfully do it, I desperately wanted to do this thing, but I was super scared about it. But I just want to give you options. Let me tell you what happened for me. So, I'd sold low price stuff by doc for years, but never for high price stuff. And honestly, I I wanted to do it, but I had some some concerns. The number one one was like, if a salesperson's not there to filter who gets into my community and people could just buy it, does it let the wrong people in? Number two, could I sell a high price program at the kind of volume that I wanted without the dock because I I knew that sales calls converted at a certain percentage like could we get would they pay and would there be enough? And then third, I had team to think about some of whom I worked with for a long time. So it took a while. It didn't it wasn't instant, but after a couple of iterations, we went all the way with sales list to the point where now there's nobody on the sales team. There's no setters or chatters or closes or nobody. The bandwidth is working and there's salesless offer. People just read it and they check out and it's changed my life now to the point where demand is so far in advance of supply that we're we sold out in 3 hours and 29 minutes yesterday for a whole month and I'm taking bookings for two months out. The point of that isn't like Taky's a legend because we both know that's true. The real point is that you've got options and that if you've been stuck here and you'd like to try this, you have full permission to do it. And when you get on the other side, you'll be pleasantly surprised at how easy and effortless it was for you and how great a buying experience it was for your clients. So, we covered a ton of ground and at its core, it really comes down to one decision. Do you want to be stuck chasing the money or do you want to be in a position to choose your squad? This has been super fun. Is it a marketing conversation? Is it a sales conversation? Yes. is both because they're just two ends of the same process. Thanks for watching. I'll see you in the next one. I've got this great client. His name is David Dugan and he's been with me for 14 years. He's had something like 97 record quarters in a row. So, he's been with me a long time, but his average client stays with him seven and a half years, and that's average client over 100 clients. He asked me a question once that hurt. He said like Tucky, how big would your business be if you had never lost a single client? If every client who ever started with you was still with you today. And I cried for days. We've been focused a lot over the last couple of videos on how do we market and how do we sell? How do we get the clients? But that's like half the game because most coaches have to put so much work into marketing and sales because they don't keep the clients they got. In the last video, I told you about this quote from Naval which said, "You're doing sales because you've failed at marketing." If you saw on the board, there was a dot dot dot at the end, and I I'd cut the rest off. Let me finish the sentence. It's it was this. You're doing sales because you failed at marketing. And you're doing marketing because you failed at product. Our product is coaching. And I'm not going to tell you how to coach your clients, but if we can get them to win faster and stay longer, I think that's a conversation worth having. We shouldn't need to talk about this. But we do because coaches are working so hard on getting leads and finding new funnels and all the stuff because they've got leaky buckets. So, I don't know if you're noticing the same trend as I am. You probably are because we're in the same circles. There's a a trend that was big a couple of years ago that grew in huge popularity and now we're reaping the downstream effects of it. And the trend was let's create an offer [music] so irresistible, so good that people would feel stupid saying no. And from a marketing sales point of view, it totally makes sense. But what has led to is a bunch of big promises getting made that now have to get fulfilled. And so we've got coaches who just want to run a coaching business, but now the proud owner of a a software, you know, software business as well, or running an agency and doing done for you and doing tons and tons of one-on-one and stuffing their portals full of all of these like extra bonus material that they use just to get the sale. Here's what's wrong with that. It's not good for [music] anybody. Your clients are completely overwhelmed and the coaches, us, are completely burned out. And then there's AI. And I think some coaches are down this end of the spectrum who's like, "No, I'm not touching it." head in the sand and they're just getting left behind. And then there's other coaches who who have gone all the way to the other end and they've basically uploaded them into an AI and that's what their clients get right now and wonder why their clients don't get results and they want to bail because they can get the same answers for 20 bucks a month off GBT. So if you want your clients to win and stay [music] and for you both to enjoy the process, we got to move away from irresistible offer to creating an energizing experience that's just as good for you as it is for them. I think I can show you how to do it. Let's chat. I'm not going to teach you how to do basic stuff like you should have a community on school or on Facebook or whatever or you should run Zoom calls. That's basics. You know how to coach your clients and you know how to get them results. I think there's three three reasons why clients leave, why clients [music] get stuck and why they drop out. Firstly, they're lost. They get overwhelmed, bogged down and then they lose heart and they fail. Second, they're stuck. Like even if they know what to do, they're just not good at it yet and so they don't get the results. And then third, all of this is compounded because most of our clients are operating alone. And so they lose heart. If they lose heart, they run out of future. When they run out of future, they leave. So we got to fix lost. We got to fix stuck. And we got to fix alone. [music] And that's our road map for the next couple minutes. Here's the biggest mistake we make. We want to help our clients. We want to give them as much value as we can. Plus, we're trying to make our our offer irresistible. So what do we do? We give them stuff. We give them more. We give them content. We give them workshops. We give them webinars. We give them Zoom calls. We give them trainings. We give them PDF story. We give them all the stuff. And in the middle of all of this content, they get lost. Clients don't starve. They dive indigestion. Like if they got too much stuff, they don't need more. And if they're lost, what they need more than anything else is a map. They don't need content, they need context. That's the first fix for us to nail together. So, if I'm sitting down with a a new [music] client and they want some help designing their program, there's a simple shape I use. It's called a magic model and it gives their clients a map so they never get lost. It [music] also gives uh the coach a real clear sense of what needs to go in the program and what don't I even need to talk about because it's not helping solve the problem. So we draw a triangle and in the middle we just go hey what's the dream come true? What's the [music] result? Every time a client hears a result like a promise there's a part of their mind that goes yeah but I can't because reasons. Guess what? Those reasons are important. They're the obstacles that they need to overcome. So the second piece we add is the obstacles. you know, obstacle one, obstacle two, obstacle three. I draw them in red cuz red's bad. Then we go, hey, what do they what's the opposite of the obstacle? What would it look like [music] if they hit a milestone? And so the milestone's going green. Simple visual. I know, oh, that's the current problem I'm working on. That's the goal I'm after. Then the next question is, well, okay, how do I do it? And then we give people a couple of missions, one or two [music] projects that are going to move the needle. I draw them in blue because it sounds like a blueprint, which makes me feel like I should go to work. So, let me give you an example. My job is to help business coaches get to a million bucks a year. Let's call that the result in the middle. There's three big problems they have. They don't have enough leads, sales is awkward, and clients bail cuz they don't get the results they're after. What's the milestone? >> [music] >> Well, we want to get leads every day. That's like a marketing job. We want to get make sales every week. [music] We want clients who stay for years. Cool. And then the blue are just the projects or the missions around it. Now, when you look at this, it's a super simple picture, but it gives your [music] clients a map. Oh, I'm working on that problem to get that goal and that's my current project. I can ignore everything else. The benefit it gives you is, you know, all the other [ __ ] you know, all of this other stuff that you thought you had to put into the program to make it irresistible. You don't. Cuz clients don't want your stuff. They want a result. They just want our help. And the secret to helping a client win is to get rid of all the distractions because they're already chaotic and distracted enough in their head without us adding more. If your clients are lost, they need a map. They don't need more content, all this stuff. They just need context. A simple picture like this with a clear plan shows them where they're at and where they're going, what to work on, and they believe that it's possible for them. first job, they can believe. So, the second reason that your clients don't win as fast as we like and don't stay as long as we'd love is because they just get stuck. They might know what to work on, but they still have to do it. If you've had this, but like in the early days, like I'd teach them and I'd show them and I give them examples and templates and they'd either go, "Oh, yeah, that's cool for you, but I could never do that." Or, "But you're so good at that." or even worse, sometimes they'll try and they'd proudly show me their work and in my gut I'll be like, "That's just never going to it's just not good enough. It's hard work." Sometimes you just wish you could like either just go, "Hey, all right, just let me do it for a week." Which is cool, but that's not sustainable. It's not great for them and it's super not good for you. Sometimes I just wish I could take what I know and my skills and just stick a USB in the back of their head and like upload my powers into their brain. And it didn't used to be possible, but now it kind of is. So, let me show you the model how we think about different ways to help clients get results faster. Remember years ago shopping at Whole Foods with um the Hormosis? I don't know which one said it, the musly ones. They're both kind of muscly and they said the secret to our scale is that like how low can we lower the bar of how good a client needs to be before they join us and still make them successful, still get them to win. I've been thinking about that a lot. So, in the old days, there were really two main ways that people like us help their clients get results. At one end, was like DIY, do it yourself. Here's the course. Good luck. I mean, that's great for the coach cuz it's super scalable. It's terrible for the client because like only 3% of clients even finish the course, let alone implement it, god forbid, like, let alone get any kind of results at all. So, that's not okay. The other end of the spectrum is like, okay, well, I'll just do it for you, done for you. agency model. Great for the client because either it wins or they fire your ass and switch you for somebody else. Not good for the coach because it's not sustainable. And so about eight years ago, I was like, there's got to be a better way. And I coined the term done with you, which is like at the time the best way to like take the scalability of this and the resultiness of that and help clients really win. And so to be like, I'll teach it to you. I'll give you a template and you just pour in your content and your personality and then we tweak it. It was cool. But even despite that, the level that you can do versus the level your clients on their very first time can do is just like night and day different. But now, thanks to AI, there's just a better way. And we call it done accelerated for you. D X Y. And it's basically the exact same process, but instead of just learning the stuff and using the templates, learn the stuff, get some ingredients out, and then use a custom GBT to get in the results. So, we've been using this extensively every time we'd create a new training or there's an old training where people used to get stuck and we build custom GPTs that either help people like create the stuff or audit the stuff and get [music] results that for a beginner are just like mindblowingly great. Here's the thing. AI is good at creating stuff, but someone you and then your clients need some taste cuz you need to like season it salt based like oh yeah that's good but tweak it like that. But now we can get clients instant results and get them out of their head and into motion and get results really, really fast. So your best clients probably don't need this stuff because they've gotten good by developing skills like the oldfashioned way. But new people or people who are early into your area of expertise, they could use a lot of help. So a month or two ago, I was coaching four or 500 brand new coaches who were like new to online and hadn't sold anything before. And my job was like help them design a program using the magic model map, build an offer using a custom GPT that we wrote and then sell it live for the very first time. And obviously that like that's big and scary. Lots of big decisions to make. So we stepped them through it with the help of AI and a good oldfashioned you've got 3 minutes. Go offer machine spits out a great offer. We showed them how to tweak it with a a magic phrase that made it better. And then it came time to like share it with people. And so I did my favorite trick in the book. I put on my personal trainer hat. I was like, "Okay, so you know what to do. Post this message now." So they did it and they crap themselves. They were called team brown pants because they all had to do it with shitty pants. Anyway, they did it and then people put out their hand and started going, "This looks interesting. Tell me more." And so then I was like, "Okay, that offer that we just created, send it to them." And then people started saying, "That sounds great. How do I pay?" and live on the call. I think within the hour that we spent on this, 45 or 46 people made somewhere like the lowest was three grand and the highest was like $17,000 having never sold anything like this in their life. And that never would have happened this way. It never would have happened that way cuz we're going to help that many people. It could have happened here, but it happened instantly here. And the belief thing we talked about before got taken care of because they got results faster than their disbelief could talk them out of it. That's what I'm talking about. So if you think about this and applying it to you, once you've got a map, the question is, okay, well, whereabouts on my map do people get stuck? What's harder than it should be? What takes longer than it should? And where do people just get this wrong? If you just like highlight, well, you know, people seem to get stuck there and this bit's tricky and here as well. Just go like what's the specific thing they get stuck at? And if we can build a simple AI power up that gives them superpowers, your clients are going to whip through the model faster and get to the result much much quicker. The solution to stuck used to be training and reps and learning and reps and weeks and months and years. And now it's how do we we get them from stuck to a result with the help of some AI superpowers. Leverage it and help your clients win faster. Have you ever worked with somebody and they got incredible results and they said thank you, maybe even shot you like a testimonial and then asked to leave? That's happened to me a couple times and at the at the at the time I was like go like dude I had this guy join us at like $13,000 a month got to a million dollars a year in like 5 months and then it's like I think I'm done. What? And then I realized it wasn't his fault. It was mine. If you think about what makes clients stay, yeah, let's talk about retention. It's a simple mathematical equation. Retention equals results, which we've just been chatting about times relationships. I had this client called Kurt and he was a a hard South African taskmaster and he got incredible results. In fact, I interviewed one of his clients once for a case study. He's like, "Me and Kurt have a a lovehate relationship." Like, "What do you mean?" He goes, "I hate him every time we talk, but I love him every time I check my bank account." He's like a results guy. And then I know the other coaches who are like maybe they don't get as many results but people feel like connected and bonded and like friends and they never want to leave because if they leave they lose their friendship friendship to the coach and with their peers. If you want to keep clients longterm you need both. And the truth is that most of your clients most of the time feel really alone. And alone doesn't mean they run their business solo or they don't have people in the world. Even if they run a company and they have a big team, like who does the founder actually talk to? Not that many people. And so this aloneeness problem is a huge opportunity for you to create a place where they can belong. The third transition is to take people from being alone to doing this journey in a squad. And the squad makes your life easier and their life so much better that they'll never want to leave. So if we want to make this switch from an irresistible offer to an energizing experience, the best experiences are the ones we share. And really what we're selling often is proximity. Proximity to you and proximity to other people just like me on the journey because otherwise how on earth do they meet their people? Let me give you an example. This morning I ran a call with our clients in Blackbot and uh over the course of 90 minutes I taught zero things. Okay. But what I did is I set up three questions for them to think about for a minute and then jump into a breakout room and discuss with like three or four people. And over the course of the hour and a half, they had like a chat with this group over here. And then they switched to a different group and they chatted with those people here and they chatted with those people over there because the the contents are amazing, but what really makes it stick is I'm doing this journey with others. And at the end of the call, it's like, okay, so like what were your best things? What do you appreciate? And like five or six people in a row just said, I feel like I found my tribe. I found my people. When you can create a community, not just like sell a coaching program, you build this this power. I've got this friend Peter Low calls himself hot Asian. One of those two things he should is true. He said, "If you want to go fast, you go alone. If you want to go far, you go together. But if you want to go fast and far, I'm like, I think that's our job, right? We want to get them results fast and have them stay a long time. If you want to go fast and far, you go with kindred spirits." So, I think the secret weapon, the hack that almost nobody in our space really does is don't just sell a product or coach clients, but build a community. So, we know that people stay when they're getting results and they're in a relationship. If you don't have like 10 clients or 20 clients or 100 clients, it's like you and a couple of couple of clients. This is still important, but they don't have to bond to each other. The most important relationship they'll ever have in the coaching space is with you, their coach. Ultimately, the easiest relationship for you to control is a relationship your clients have with you. If they know you care, they'll feel it and they'll behave appropriately. They'll do the work to impress you and will stick [music] around because they love being in your presence. The give a [ __ ] factor is kind of the secret source in this whole factor. Whether it's one client or 10 or 100, if you give a damn, they'll know it and it'll pay off in spades. So, let's learn this plan. I want to give you a really, really simple tool. Every week, my [music] team meets and they run the traffic light meeting. You can do this by yourself. It's quick. The less clients you got, the easier it is. Every client at any given moment is at a set of traffic lights. They're either green, they're clear, and they're moving forwards towards their goals, or uh let's go to the other end. Or they're red like they're stuck, stall, and and they got problems or they're missing an action or yellow somewhere in between. Not sure. There's a simple tool below. It's got it's basically put the names of your clients, their traffic light score, red, yellow, or green. And then what the next action is. If you don't know the traffic light score, that's a red. Cuz our job as a coach is to know. If they show a red flag, it doesn't mean they're actually in trouble. It just means we don't know and we'll find out. This is a simple rhythm. Whether you do it once a week or once a month, you'll have a finger on the pulse and know exactly how to move your clients forward. They'll feel your care and they'll win. And you'll get rewarded with great results you can brag about, stories to tell, and clients who stay for years. So, if I was to summarize just to [music] give you like all of this in one idea, it's this. Don't just make an irresistible offer. Create an energizing experience. And the easiest [music] way to do that is to go look, what would I want? What's the kind of thing that I would love to be a part of? Cuz it's one thing to have something that you think other people will buy. It's a completely different way better thing to build the thing that you would be stoked to buy and be part of yourself. Are you building a an empire or a lifestyle business? I got asked that once and I got offended. I think it's a stupid choice. What a dumb question. It's like somehow an empire is legit and a lifestyle business is somehow less than. Especially because when you think about it, every business is a lifestyle business because every business whether it's huge or it's small, every business impacts your lifestyle. So that got me thinking, what if you could have your perfect sweet spot mix of both? I want to show it to you. I can't show it to you without being able to draw. And I'm at a beach. I'm going to find a stick and some sand. I'll show you what I mean. A stick. So your business, it's either this is your empire axis. It's either big, lots of money, or little down the bottom. You're somewhere on that spectrum right now. And as you grow your business, you're either this is your lifestyle axis. You're either super happy, living a dope life, or you're all working, no play, not having much fun. So, if this is your spectrum, this is your axis. You think about your business right now, you're somewhere on here. You just go, "How much money am I making compared to how much I want?" And maybe you're like there vertically. And how much fun am I having? Well, not as much fun. So, that' be you. All I want you to do right now is go on this stupid sand picture. Where are you? And then secondly, am I okay with that? If you're exactly where you want to be, don't go changing. This is great. But if you want to make a bit more money or have a bit more fun, that's what this conversation is about. I've got clients all across this map. I've got this epic client. We had them battle it out in a cage match. You know, lifestyle versus empire. And representing team empire was Jay Wright. Epic coach, great dude. Has built an empire. It's millions of dollars a month. It's a big team. It's building for sale. It's killer. And I love Jay. It's amazing. And the best thing about Jay is he's built an empire because that's what he wanted. The mistake is if that's not what you want, copying what they're doing. That's just dumb. And against him in the red corner representing team lifestyle was a cool cat called Rob. Coaches accounts. One of my favorite humans in the world. Lives larger than life. The most incredible like lifestyle guy I know. I'm not going to share his numbers. I tell you, it's more than $5 million a year. almost 90% profit, works 13 days a quarter, and his bucket list is just getting ticked off playing golf at the 100 best golf courses in the world and collecting a hat for each and the 100 best golf courses in Australia and collect that. Like that's his life. So his team lifestyle like tiny team, big team, lots of money, no freedom, lots of freedom, frankly pretty good money. I don't want to be all lifestyle and I don't want to be all empire. I don't like being forced to choose. I'm always like, well, can I do both? So, I like figured out this perfect business for me. And that's what this video is really about. I don't want a lifestyle or an empire. I want this. I want a lifestyle empire. So, that means we're going to be deliberate about designing the business that we want so that you get the perfect business for you. the right amount of money, the right amount of freedom, so that as your business gets bigger, your life gets better. It's hard talking to you way over there. So, I'm going to come back to the table. Let's sit down and chat about it. So, it's kind of crazy, dude. We run this weird enigma of a business, like eight figures, very comfortably, heaps of freedom, and it's kind of ridiculous like with a tiny team who outperforms like best team on the planet. It's great now and it looks like I'm living this dope life cuz I am. But it's like honestly it started at the exact opposite end of the spectrum. Like not great, hard, not fun, tough. When um Ethan, my son, was um still in the womb. We knew something was wrong. We didn't know what it was. Um he nearly was almost still born and we we heard we were going to have either a stillborn or a vegetable. Thank god it wasn't, but he's had a ton of complications. About a year and a half in, we found out that he had cerebal palsy and later autism and ne hard stuff. Yeah, if you've had a kid or know someone with a kid who's got special needs, it's full on. It's like a a whole different level of hard and uh he's nearly died a bunch of times. And so when this business was like in its infancy, Ethan got rushed to hospital and I had to spend 10 weeks beside his bed at West Med Kids Hospital. Those guys are the real heroes. And it became pretty clear that running a traditional business just wasn't going to work for us because we just didn't have time and I couldn't be on a schedule available 9 to5 and I couldn't be in a in a in one spot. I had to be able to drop everything and go be by Ethan's side and kind of make it work. And so because the situation at home was so chaotic, I needed a business that was really simple and that I could do it around life. What often happens I had like force constraints because I didn't have any self-control. I had to like if that's the available window that life gives me, I have to make it work in that spot. And so in the early days that was look after Ethan and and go to all of the therapy appointments and hospitals and [ __ ] And now he's 25 and he's really healthy. He's still got all the same challenges, but he's there's no risk and he's living his best life. And now we get to use the exact same freedom that we built for the hospital because we built a business like this to travel. We took the kids out of school a few years ago. We nomaded around the world for three years. We built the business to fit in a tiny box so it doesn't take over all of life. And that's the danger. If we're not careful, this thing is a greedy, hungry monster that will take over your world. I was lucky enough to have life force some discipline and constraints on us. And now I I get to show coaches how to build some constraints around them so they can, you know, have a business that does incredible things and doesn't get in the way of life. I think in some ways like the business looks weird, but like I said in the first video way back then, I don't care about how the business looks to other people. I just care about how it looks to me. And I think the thing I'm noticing at the moment is that other coaches are starting to either because they they got the same gift that I got or because they've built it the other way and hated it or burnt out. I built something that looks really impressive and realize it's not all it's cracked up to be. So all of the gurus that you look at with their awards and their stripe screenshots, that's cool. Before you model somebody's business, look at their life and see how much of that you want. So, what's the takeaway more than anything, what I hope you get out of this whole series and frankly hanging out with me is that we live in this world of like infinite possibilities. There are people doing incredible things in the weirdest possible niches in the weirdest possible ways and all of them have built something just for them. And sometimes we just need someone to give us permission. And I think a lot about the Wright brothers, you know, the two guys who flew a plane first. Guess what? But they never had a pilot's license. They just decided, I reckon be cool to fly. Let's figure this out. And they did. So, if you're looking for your pilot's license, you're not going to get one. But if you're looking for permission, granted, build this business to suit you and your weird and your stage of life. I wish you could learn this in a book or a YouTube video or like I had some magic crystal, you know, chakra divining machine that just like said, "Well, this is your path. Do it like this. That's not how it worked for me. I don't have those skills. I got like no mindset skills. For me, it's just been a game of like hotter or colder trying to get closer to balance the three things that I think you got into this business for in the first place. In no particular order, you know, most of us want more money because that gives us options. Most of us want more freedom so we're not tied down. And most of us do this because we care about the work and we care about the people and so we want to do it in a way that's meaningful to us. And I think you can like accidentally get one or two of those. Getting all three is a, you know, is a game. It's deliberate. You never get it by default. It's got to be by design. So, we're going to play this game and do it by design. Let's figure out what winning looks like for you. What's your northstar? And let's set some constraints because frankly, the more constraints I've had, the more creative I've got and the closer I've got to what I want. So if you're my client right now, I just go let's chat about this money meaning and freedom thing for like 30 seconds and do a quick self score. So I just bust out a simple triangle money. This is a dollar sign. That's pretty straightforward. Meaning like how much do you love your work and what you're doing and who you're doing it for. And then freedom like how does a week feel? Are you tied to your computer on Slack all the time or Zoom? Or are you actually living life? And I just get you to score them like a traffic light. Yellow, green, red. Like green is this is great. I'm living my dream. This is perfect in terms of money. Give it a score. Green if it's green, red if it's like horrendously bad and needs to change right now. Or yellow if it's like it's okay. Could use a tweak. So just do that. You could draw the triangle or not. But just like mmf money meaning freedom and give yourself a score on a traffic light and that'll give you a sense of like am I on track or am I off? So we can play this game of like hotter or colder together like what needs changing what doesn't. The biggest mistake I see coaches make is seeing what someone else is doing and making some changes that never needed to be changed. I'm here in Manley in the harbor. The sun is setting. You don't need this, but I feel like you need to see what I get to look at. Let's flip the camera around. I'm going to show you over here cuz it's gorgeous. And let's chat about North Stars. So, we're going to play this game. We got to make sure the game's worth playing. I got just know how you win. This is a really interesting one because my clients are split. Some of them are like super money driven. Often they were Yeah. Yeah, they grow up really poor and it's really important to them to like not be poor. Some of them are like they love the numbers, you know, I want to like they track all the numbers and they're upgrading them. I can't even read a spreadsheet, dude. I'm like fundamentally unqualified to run a business this big. I don't know how it happened as a happy accident. I'm stoked. Don't tell anyone who might take it away from me. I've always navigated by gut feel more than anything else. And I don't just mean like what should I do next, but like how this business feels is the driving light. It's the northstar. Like if something feels off, I listen to that and I change it. I know that's like super vague, so let me give you some of the feelings I'm looking for. Like if something feels heavy, it needs to change. Like my mojo is like a couple years ago, I'd lost it. And a friend of mine, Pete, said, "Take, your mojo is the number one asset in this business. Anything that gives you mojo is an instant yes. Anything that takes away mojo, that's an instant no. So mojo is one of the things I navigate by. Pride is another. If I do something I'm not proud of it, I need to stop that immediately and do something I'm proud of. So years ago when I first got interested in business, my uncle Brian sent me this crate, like this big chest full of like all of the books and cassette tapes and manuals from all the seminars he attended over his business career. Remember one day I was in the car and I listened to something so profound I had to pull over, rewind it, like cassette tape and listen to it again and again and again. And it was this simple story by Michael Gerber who wrote the E-Myth and he's talking about how the best businesses in the world are obsessed. And this is the line that like hit me. He said, "I've seen all sorts of businesses like big businesses in small." He said, "I've seen I've seen churches that are run like gas stations, you know, like something that should be revered, run like something dirty and it doesn't matter." And he goes, "But I've seen gas stations that are run like churches." And that sparks something in me like I just run a coaching business. It's not it's not going to change the world. But I get to run this like simple normal business just like you do with a sense of like reverence and awe and holiness. Like we care about this stuff and so we do stuff because we care about it. That matters to me a lot. So I don't know what your northstar is but I navigate by pride. If I run a workshop and at the end of the workshop and hundreds of people have paid for a ticket and I'm not proud of it. I refunded the 332 people's money because I think that only people should only pay for something that I'm proud to give them. What's the lesson in all this for you? I think it's permission again. You can run by the numbers. You can have a money goal. You can navigate by pride or by whatever feeling sparks something in you. I think that's totally okay. It's worked out okay for me. So, this super weird thing happened a month ago. I got a message from Tony on my team saying, "Hey, by the way, we did $2 million last month." And I was like, "Huh, that's cool." It wasn't a goal. I wasn't striving for it. It's a big milestone. And so, like, we took a moment. It was like, "That's pretty dope." And then we just got back on to working on cool projects with people I love to help people we really care about. I like the idea of this infinite game. Like, I can't win pride or self-expression or or gas stations and churches. Like, it's this is a game I could play forever until I'm dead. And I think that's the reason I've been able to play this game for so long and it's ended up great. The only time money was a goal was when I didn't have enough. And if that's where you're at, dude, I 100% get that. Set yourself a goal and get out of the hole so that you can play a bigger game. And then find the give the magic metric for you. And for me, it's it's expression and it's pride and it's doing something with a level of crafting care just because we can cuz that that fascinates me. The most important thing is you find a game that you want to win. And the best game is the one that you can't win, but you just keep leveling up at. So, we just talked about playing an infinite game, a game that has no end. But I still want to set it up so that you feel like you're winning along the way. And there's been plenty of times where I've got off track and I missed one or two key elements and it's it's made business grow slower. It's made it felt harder. It's made it feel heavier. And I've I've lost a bit of money. Let's not do that. Let me show you how to get this right so you can play a game that you are uniquely built to excel at. Here's the crazy thing. Not only is there not just one way to grow a a lifestyle empire. There's not even one best way for you forever. There's a best way for you for right now and that's allowed to change. Certainly my greatest moments have been when I've been playing to my strengths in the right role for the right season. I want to chat about that with you right now. I don't know about you, but there's probably some things you're great at and some things that you kind of suck at. I'm the same. The worst advice I ever got was to work on my weaknesses. If I take something that I'm like a four out of 10 at and I work really hard, maybe I get it to like a five and a half or a six. No one's going to pay me top dollar to be a six, dude. Same with you. There's some things that you are already great at. Some things which come naturally. You've been doing it since you're kid. They're easy. People notice. And frankly, the business wants to do more of them. Whether it's creating content or sharing your message, do more video or whatever that thing is. There's something that only you do. You're never going to build a business around something you're weak at. I've tried. My first role model was this dude called Dan Kennedy who wrote newsletters to people. So I thought, I need to write newsletters to people. And I I was crap at it. It was miserable. It was hard work. And I was always late. And I hated my business until one day I realized, you're a great talker. Why are you trying to write instead of talking to people? And I just decided from that day on, you know what? I'm going to build a talk business. And it's been epic ever since. There's something you're great at. Find that and just lean into it. There's so many ways to be right in this business. The people, if you notice, everyone who you follow, everyone who you look up to like, I wish I could be more like that. Doesn't matter what their skill is, they're doing something that they are gifted to do. Find the thing that's most you naturally. And lean into that. Second, you roll the hat that you wear. During co the business grew a lot because everyone needed to figure out how yeah how to do this online thing. And because I'm not management material, we threw people at the problems. Is it getting like systemized and organized like you're supposed to? So pretty soon I found myself scaled out of all of the things that you're supposed to and the only thing left was meetings and admin. It's like I grew this business and I looked at what my weak looked like. I love the business and I love the clients but I looked at my weak and it was awful. So now I built this business around my strengths. You know the role that I'm gifted to play the stuff that's fun for me. I create and I communicate and that's it. there's nothing in my calendar right now that sucks. Find the role that you're best at. And like when it's early days, yeah, you play a little bit of this and a little bit of that. But it's also okay just to say, "Yeah, we don't do that. I'm not on LinkedIn. I probably should be. Business would probably be great if I did. I don't feel like I belong on LinkedIn. I don't wear a tie. I don't have like Slack messages or corporate stuff. I just don't feel like I belong. So, play in the things that I'm good at." And that completely fine for you. It's worked great for me. It'll be great for you, too. I said this before, it's not like this is the perfect model for you forever. It maps to your stage and season of life in a business. Like when we got started, my business looked a certain way cuz I had to be in hospital. And now there's things that I can do because the business is bigger. My kids are more stable and more secure that never would have mapped to where I was back then. If you're a stay-at-home mom and you got young kids, like choosing a business that needs you to be locked into sales calls 24/7 is a terrible idea because what do you do if the baby needs you? Like I'm here shooting this video this video for you right now. I just got a call from my son Ethan saying he needs meds. Well, guess what? I got to wrap this video up cuz I want to make him meds on time. Think about the season you're in as well and build it for the season you're in, not the season you hope to one day be. If you build a business around your strengths, you're going to be great at something. If you build it around the sweet spot role, you'll be in your genius zone. And if you build a business around the season you're in, you're honoring where you're at so you can get to where you want. When it comes to seasons, I think big picture, there's two seasons you go through. There's a season of yes, where you're just like, "Oh crap, there's money. There's an opportunity. I'll take it." Yes. That's good to get you started that I I've been there. I get it. Then you got to get to a season of no because all of the things we've been talking about here today are about constraints. There's a couple of constraints that I think we want to add to make sure your business grows because if you don't, you'll hit a ceiling of complexity and you'll never deliberately grow into pain. I'm going to keep it real. If you're not careful, this business is going to get complicated really [ __ ] fast. As it grows, you're going to be tempted to add more people, more funnels, more technology, this other software, an extra call, more bonuses. Adding more is really easy, but like living with the more that's really freaking hard to the point where it gets heavy and weighs you down and starts to feel like the even the idea of growing equals pain. The counterintuitive thing that I've found is that in order to multiply, first you got to simplify. If you think about what most people do in order to get bigger and bigger and bigger, they add complexity until the thing becomes really unwieldy and hard to turn. Think about like a uh a cruise ship. It's big and it's slow. There's cruise ship people. I'm not one of them. If you are, you do you. I'm more of a jet ski guy. I like nimble. And the reason the business has been able to grow so fast is because we've deliberately put some constraints in to make it simple. We're on the topic of boats. When I'm not here in Manley, I live in Nusa on the other side of a river in a national park with like a dirt track and eight neighbors and they're all weird like me. One of them is this British billionaire called Richard. It's not Branson. It's a different Richard. When he moved into the Nusa Northshore, he saw what the rest of us had, which was the Sea Legs. This weird amphibious boat. It's kind of dope. I'll show you one day. Imagine a speedboat with wheels. like it drives out of my shed down the dirt track into the water and then we press a button and just like James Bond the wheels fold away and we speedboat across the other side get to the other side where the coffee shops are wheels down drive out park it go get coffee or pizza or whatever and it's awesome but Richard's a billionaire so he's not just going to buy any amphibious boat he's going to buy the Mac Daddy so we bought this like $857,000 9 m beast and it's awesome it's beautiful it's also really complicated and it breaks down all the time. And when it's low tide, it's too big and bulky to get across. So, he has to like be the idiot who like gets in the water, drives 20 m, puts the wheels down, hovers over the sandbag. It's clunky. Finally, exasperated, Richard's like, "This is way more hassle than it's worth." So, he jumps on Facebook Marketplace, and he bought a $2,000 tiny secondhand off some fish, you know, fisherman. And now when he wants to get across the river, he just jumps in, fingers crossed. It's simple, and it's easy, and it gets him where he wants to go. And I think often I've been the dude who buys the the stupid fancy thing or the course that he doesn't need or adds the team member or the this or the that and I end up like carrying too much. So the shift that I'm seeing both in me and my clients and across the industry is this return to simple because simple scales where complex fails. So right now here I'd say I'm a pretty good role model, a poster boy of like lifestyle empiring. But a year ago, a year and a half ago, I wasn't business got big and complex. And as it got complex, it got slower and harder. And I basically took my jet ski and strapped 182 anchors to it. And it got hard and slow and not very fun. So, exactly a year ago this week, I was at my at my house with Tony on my team and Kum, my life, and we started a secret project called The Great Unfucking where we just got back to, well, what do we actually want? from this business and what are the boundaries and constraints we need to put in place and that touched like every area of my business. It started with team. I'm not management material and I didn't want a big team. There was nothing wrong with them. It just didn't fit me. So went from a team of 36 to now a team of like eight or nine. We went from a sales team who had to like pounce on every lead, slide into every DM to like no sales team. Now it's just like here's the offer. Read it. If we've sent it to you, it means we think you're a good fit. Read it. If you want to join us, click the buy button below and join us. And it's simple. It went from like trying to be on all the platforms to Instagram and YouTube. And that's kind of it. Really easy to talk about now. At the time, it was it was terrifying and it was nauseating. And I put it off for like a year or a year and a half of like in my bones knowing that I didn't want what I had and having an idea about what I did want. But it was scary like letting go of team members who I'd worked with for some of them a decade who were like dear friends who I thought I'd work with forever. Dude, it was awful in the leadup. And then when I admitted to myself what I didn't want and what I did, like that was like the moment I said it out loud about I don't want this anymore, then the domino started to fall. And when I had with the conversation with the team, I don't think anyone was surprised cuz they knew that I was like unhappy and out of my sweet spot and everything was not fun for them too. So I obviously we made sure everyone was looked after. Some of the stuff was like was scary like [music] could we really sell a a premium coaching program without sales calls? Well, I didn't know but I needed to test. So we ran an experiment. All I can say is it probably feels scary to you as well. And on the other side of it is this business that you never knew was possible for you. So, is it hard? Yep. Is it scary? Yep. You're probably a couple of awkward conversations away from the thing that you want. And the first uncomfortable conversation is the one you have with yourself in the mirror about admitting to yourself what you want and what you don't. And that's the conversation I'd encourage you to have. All I know for sure is that simple scales and it's fun and I'm way more me and I'm way more happy. And the weird thing is not only am I way happier, but the business is like five times bigger with less people and all of these weird constraints. I'm more attractive to my to my potential clients and I'm living the dream. If you get anything from from this, just understand that the shift from the business that I think I should have or that looks good to others and if you got like a business big business that people aspire to the fear of like letting go of that to going something that actually feels great to you. That's the ultimate role model you can be. So, this has been kind of fun to share. It's time for us to land the plane. So, uh I'm going to do like this seagull here and stand up. So my friend, if we have more time in this series, we go super deep and super nerdy into all the different ways we can build a lifestyle infra. We can attract leads with with brand with and we can sell sales list and we could deliver in a in a more streamlined way with deliveries. We looked at everyone in black belt and everyone in boardroom. What I love about it, the thing I'm most proud of is we haven't built a cookie cutter follow this one plan thing because they're never going to be bu building, you know, my business my way, but I want you to build your business your way. There are literally hundreds of ways to grow and scale a coaching business. And the most important thing is that you find yours. My deepest hope is that this has been a source of inspiration that you go, you know what? I'm going to find my way. Every great video series should have a CTA. So, here's all I'm going to say is if any of this has resonated and you want to do some work together, you'll figure out how. I don't know what's on this page or where you're watching this. Go for a hunt if it's useful or don't. Go build a lifestyle empire. You're put on this planet to to make a meaningful difference, to have more money, more meaning, more freedom. And it's there for the taking. Just don't follow somebody else's plan. Forge your own path.