The Simplest Way to Make $10k/month
AAli Abdaal
Small Business/StartupsAdvertising/MarketingAdult Education
Transcript
00:00:00All right, so this is William Brown.
00:00:01He started his online business
00:00:02by charging a random dude off of the internet $50
00:00:05for a three-page Word document.
00:00:06But then that business grew from zero to $16.4 million
00:00:10over the next few years.
00:00:11And he then sold that company
00:00:12to a private equity firm in the US.
00:00:14In this case study,
00:00:14we're gonna break down Will's entire journey
00:00:17into a five-step roadmap that he followed
00:00:19to start making money online as a complete beginner
00:00:21all the way through to becoming a multimillionaire.
00:00:23We're gonna talk about how he created his first offer,
00:00:25how he got traffic without actually having a following,
00:00:27how he built a sales process,
00:00:29how he converted strangers into paying customers,
00:00:31and how he ultimately scaled
00:00:32from just $50 to $16.4 million.
00:00:35So if you're interested in building a business
00:00:37that gives you the sort of financial freedom
00:00:39that lets you travel the world working from your laptop,
00:00:41then hopefully there's gonna be a lot
00:00:42to learn from this video.
00:00:43So Will, let's say someone is watching this
00:00:47and they have never made money on the internet before.
00:00:49But let's say, you know,
00:00:50they're a working professional
00:00:52in their 30s or 40s or something.
00:00:54And they're like, man, I like this idea
00:00:56of starting an online education business.
00:00:58I like the idea of being able to help people,
00:01:00being able to use my expertise to help other people
00:01:03and being able to do it from the comfort of my own home,
00:01:05being able to have flexibility
00:01:06to pick up my kids from school
00:01:08and being able to make great money while doing it.
00:01:10What are the broad, what's the high-level roadmap
00:01:13that someone needs to follow
00:01:14in order to go from complete beginner
00:01:15to let's say 10K a month or 100K a year, that kind of thing?
00:01:18- Yeah, for sure.
00:01:19Well, there's really five steps.
00:01:22Okay, so step one is offer.
00:01:24Then comes traffic, sales process, conversion and value.
00:01:28Okay, now I'll give you an example.
00:01:30I worked with a gentleman from Canada called Kevin.
00:01:33A few months ago, he'd been an accountant
00:01:36with his son for quite a few years.
00:01:38They owned two or three different practices over there.
00:01:41And he found my YouTube channel,
00:01:43found out that he could potentially sell his knowledge
00:01:45to help other people either start
00:01:46or grow their accounting firm.
00:01:49He came into the program
00:01:50and we worked on those things together.
00:01:52Now, the first thing that we did was design his offer
00:01:55and really his value proposition.
00:01:57How are you gonna help people and when and why and with what?
00:02:01Really, that's your offer.
00:02:02And it comes with a promise,
00:02:04which is an outcome that you're selling to the person.
00:02:05So let's say, for example, grow your accounting firm,
00:02:09get more clients and make more money.
00:02:11So we know what offer we're doing now.
00:02:13So the next thing we need to think about is,
00:02:15well, how do we get traffic?
00:02:17How do we get eyeballs?
00:02:18How do we get attention on that offer?
00:02:20And there's two key ways to do that.
00:02:22Organic content, paid advertising.
00:02:25You can do one or the other.
00:02:26One is free, but you pay with your time.
00:02:29One is paid and you pay with your money
00:02:31rather than your time, essentially.
00:02:33Best thing to do is actually to do both in combination.
00:02:37So we actually settled on a bit of content
00:02:39and mainly paid ads for Kevin.
00:02:41So we had our offer.
00:02:42We knew what we were doing for traffic.
00:02:44Next comes the sales process.
00:02:46And this is pretty damn simple.
00:02:47It's a lot simpler than people think.
00:02:49For me, the best sales process is an explainer video,
00:02:53which tells the person who's watching all about you
00:02:55and how you can help them and what that kind of looks like.
00:02:59A button to book a call.
00:03:00When they click that button,
00:03:01they go to the conversion stage
00:03:03where they are converted from a viewer
00:03:05into usually a sales call.
00:03:06Kevin will then take that sales call.
00:03:09And if they turn into a customer,
00:03:11he then finally provides them with value
00:03:13and you move through those five steps.
00:03:16And within a few months,
00:03:17Kevin was already doing multi-five figures a month
00:03:20selling that program.
00:03:22- Firstly, what is an offer?
00:03:26And how would you coach someone through the process?
00:03:28- So an offer is a way that you're gonna help somebody
00:03:31and a promise of a result
00:03:34that you're gonna help somebody to get, right?
00:03:36And really, I think of offer as 50% and marketing as 50%,
00:03:40because you can have a great offer,
00:03:42but if you don't get it out there properly,
00:03:43no one's gonna know.
00:03:45And you can have great marketing and sell this thing.
00:03:47But if it's not good or it's not right for them,
00:03:50then they're just gonna refund
00:03:51that it's all gonna kind of fall apart.
00:03:52So offer 50%, marketing 50%.
00:03:55But to come back to the offer,
00:03:56it's really as simple as starting with a promise.
00:03:59I help these people to do this by this way,
00:04:04this method.
00:04:06That's what I call an I help statement.
00:04:08- Okay, nice.
00:04:09What are your thoughts on niching down?
00:04:11How niche is niche enough and how niche is like too niche?
00:04:13- Honestly, I'm not a fan of niching down.
00:04:15And I don't really understand
00:04:17as such why people would niche down.
00:04:19Because by niching down,
00:04:21you are simply making your market smaller
00:04:23and there's less people that you can help.
00:04:25So I've always been a fan of going after the entire market.
00:04:28My last market was all losing traders on planet earth.
00:04:32My existing market is anybody on earth
00:04:35with a skill or a talent or knowledge
00:04:36who wants to monetize it and build an e-learning company.
00:04:40I can understand why you might think niching down
00:04:43is a good idea because it is a bit better
00:04:45for more specific messaging.
00:04:47But the reason I don't agree with it
00:04:49is because you're making your market smaller.
00:04:51- Okay, objection, Your Honor.
00:04:53If I am looking for a photographer for my wedding,
00:04:56I would rather hire a wedding photographer
00:04:58and pay them way more money than hiring a photographer.
00:05:01A neurosurgeon earns more money than a general practitioner.
00:05:03They're more specialists, the market is smaller,
00:05:05but they're able to charge higher prices
00:05:06and able to stand out in a very, very crowded market.
00:05:09- You've got me, you've got me there.
00:05:11No, there are definitely certain niches
00:05:14where, I mean, let's say for example,
00:05:16fat loss is a really good example.
00:05:18You wouldn't really make sense,
00:05:20you could do the entire market,
00:05:21but it's less effective there.
00:05:23It's more effective to have men get six packs,
00:05:26women over this age to lose this many pounds,
00:05:30new mothers to get back into shape, that kind of thing.
00:05:33So in a niche like that,
00:05:34it does make sense to niche inwards slightly,
00:05:37but not entirely.
00:05:38Those are still very, very large markets to serve.
00:05:42But for the most part, for most industries,
00:05:47I do suggest keeping it broad in most cases, not all.
00:05:51- Okay, I speak to a lot of people who are like,
00:05:52"Okay, okay, then I wanna sell a course
00:05:55and I think I should price it at $50, yeah, dot, dot, dot."
00:05:58And I'm like, ugh.
00:05:59- Easy, easy, I've got a whole pricing paradigm,
00:06:02makes it so easy for people.
00:06:03Price is something that really overwhelms people,
00:06:06but it really doesn't have to,
00:06:07it's actually quite simple when you have a paradigm.
00:06:09So I'll share the one that I use with you.
00:06:11There's three elements to price.
00:06:14Number one, what is the 12 month value
00:06:17to the person that you're selling to
00:06:19if they work with you and they get the average
00:06:22of the promised result that you're selling?
00:06:24So let's say, for example,
00:06:25going back to my accounting client, Kevin,
00:06:28let's say he could add $50,000
00:06:30to someone's business within 12 months.
00:06:32Okay, so we've got that first thing.
00:06:34The second thing that I then think about
00:06:36is, well, what is their affordability?
00:06:40Okay, so of the person that you're selling to, the avatar,
00:06:44who are they, what is their likely career,
00:06:46what is their circumstances,
00:06:47and roughly how much could they reasonably afford?
00:06:50Number two.
00:06:52Number three, I then try and charge
00:06:54roughly 10 to 15% of the 12 month value.
00:06:58All right, so let's come back to Kevin,
00:07:00say 50,000 is the average 12 month value,
00:07:0310% is $5,000.
00:07:05Then I look at those three things and say,
00:07:07okay, $5,000 is 10% of 50K, which is fair value to us.
00:07:12It's fair value to the client.
00:07:15And then the only remaining question is,
00:07:16can the avatar afford that price?
00:07:18Which is clearly yes for these people.
00:07:21There we go, we've got a fair value price,
00:07:22around the 10 to 15% mark.
00:07:25That's how I look at price.
00:07:26- Okay, so many objections to that,
00:07:27because Will, this applies
00:07:29if you're selling a make money offer,
00:07:31but what if I'm like a life coach
00:07:34or like a guitar teacher or like a piano teacher
00:07:36or like a dot dot dot?
00:07:37Like, how could I, I mean,
00:07:40the value to them is like 50 quid,
00:07:41so maybe I should charge 10 quid for my course instead.
00:07:44(laughs)
00:07:45- I'll give you another example to kind of make this real.
00:07:48Now, one of my favorite clients that I've ever worked with
00:07:51is somebody who helps people to stop drinking alcohol, okay?
00:07:55Now, technically, what is the 12 month value
00:07:58of stopping drinking?
00:07:59Well, it's kind of hard to put a number on it,
00:08:02you would think,
00:08:04but actually, he sells primarily to executives,
00:08:07to CEOs, founders, entrepreneurs,
00:08:10high level career style people.
00:08:13So let's just think about this for a second.
00:08:15If they are drinking alcohol,
00:08:17it's damaging their health, maybe their marriage,
00:08:19their relationship with their children,
00:08:21their career, their work life,
00:08:23they're worse in meetings, they're missing work,
00:08:25that kind of thing.
00:08:26So actually, it's worth,
00:08:28I mean, what is it worth to keep your marriage,
00:08:30to keep your kids, to keep your career,
00:08:32to keep money coming in and pay your mortgage
00:08:34and on and on and on.
00:08:36So it then becomes a little bit easier
00:08:38to put a financial number on it for those people.
00:08:41So you could even say to the people like,
00:08:44how much is this worth to sort your entire life out?
00:08:48Is it worth $5,000 to sort that out?
00:08:51I would say yes.
00:08:52Is it worth 10?
00:08:53To the right person, yes.
00:08:54To the right person, it's worth $100,000.
00:08:57And I believe that as of now,
00:08:59he's charging eight and a half thousand for that offer
00:09:02for a year of working with him to stop drinking alcohol.
00:09:05So does that make a bit more sense?
00:09:06- Yeah, okay, nice.
00:09:08So what kind of questions are you asking people
00:09:10when someone comes to you and they're like,
00:09:11well, I wanna build a business.
00:09:13It's like step one is offer, like, yeah.
00:09:14- I would say to them, okay,
00:09:15what is your skill or talent or specialist knowledge?
00:09:18Nine out of 10 people will give me something there,
00:09:20at least something.
00:09:22But if someone said to me, I'm actually not sure.
00:09:26I would say to them, okay, well, what do you love doing?
00:09:29Or what do you consider yourself good at?
00:09:31Now I had this breakthrough with a client,
00:09:33I think it's about a year and a half ago,
00:09:35when I was having a very similar conversation to this.
00:09:37And someone said to me,
00:09:38well, I'm very good at talking to girls
00:09:41and arranging dates and going out with girls.
00:09:45I was like, okay, that's certainly interesting.
00:09:47And he turned it into a, what is it called?
00:09:51A cold approach kind of offer.
00:09:53So there you go.
00:09:56That was something that he was good at,
00:09:57but he didn't really consider it a teachable skill,
00:09:59but it is a very teachable skill.
00:10:01He's making a lot of money with that now.
00:10:03You'd be surprised.
00:10:04People almost always have something.
00:10:07Like for example, my girlfriend, Lauren, right?
00:10:11We were having this conversation and I said to her,
00:10:13well, what do you love?
00:10:15And she said, well, I love helping mothers with their babies
00:10:18and their nutrition and all of that stuff.
00:10:21And I said, well,
00:10:22who would be your favorite person to work with?
00:10:24And she said, new mothers,
00:10:26to help them over the following two, three, four, five months.
00:10:28I was like, oh, right.
00:10:29Well, there's the avatar then.
00:10:30So it's new mothers.
00:10:32I help new mothers too.
00:10:34I don't know what the promise is.
00:10:35I can't say it properly.
00:10:36It's so out there eating and sleeping and stuff like that
00:10:40to help them get their life back.
00:10:43And next comes the pricing thing.
00:10:44Do they have the affordability
00:10:46to afford what we would need to charge
00:10:48to be a functioning profitable business?
00:10:51Probably yes, tick.
00:10:52And then this is kind of starting to come together.
00:10:55So I think the variables thing that you mentioned
00:10:57is one of the key differentiators there.
00:11:00- Yeah, as you were talking, it was kind of coming to mind.
00:11:02I think one big question is like,
00:11:04who can you actually help the most?
00:11:06'Cause if a doctor were to come to me with that example,
00:11:08I would challenge them.
00:11:08I'd be like, okay, so you're telling me that,
00:11:10okay, you've been through med school in the UK.
00:11:11Are you telling me you can help a 16 year old in Syria
00:11:14get into med school in Lebanon?
00:11:16And they'd probably be like, no.
00:11:17I'm like, okay, cool.
00:11:18So what country?
00:11:20And they were like, oh, obviously in the UK.
00:11:21I'm like, okay, that wasn't obvious from your initials.
00:11:24That massively changes, great.
00:11:26Help people get into medical medical schools in the UK.
00:11:28Now there are like 50 different medical schools in the UK.
00:11:30There's public ones and there are private ones.
00:11:32What's the area that you have the most expertise in?
00:11:35Oh, obviously the public one,
00:11:35because actually I went to med school
00:11:37before the private medical schools.
00:11:38Okay, no, fantastic.
00:11:39And sort of through that kind of conversation,
00:11:41what we're landing on is who can I actually best help?
00:11:45And then it's sort of like, is that market big enough?
00:11:47Or do I need to go broader from that point?
00:11:49So in a way, like I guess my approach is to start nation
00:11:51then broaden out from there to land on
00:11:54who would my absolute dream client be?
00:11:55The one who would shout my name from the rooftops
00:11:57and be like, oh my God, I love working with this person.
00:11:58They love working with me.
00:11:59It's the absolute perfect fit.
00:12:00- I completely agree with that.
00:12:01I think it's nice to think of the offer first,
00:12:04the market second, and then the avatar third.
00:12:08- Okay, yeah.
00:12:08- And when you've got those three things in alignment,
00:12:10you've got a good offer, right?
00:12:12And you pull all those three things together.
00:12:14I think that's when you can really put a tick in that box.
00:12:17- Now, if you're already making money,
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00:13:34and let's get back to it.
00:13:35- So there's kind of two parts to an offer.
00:13:37The offer itself, the promise that I helped statement
00:13:40the avatar, the market, which we've just talked about
00:13:43and then it's more the marketing material,
00:13:46the sales process, the copywriting.
00:13:49There you're really building a sales argument, right?
00:13:52So in the sales funnel, the sales process
00:13:55in kind of over there, that is where you're going deep
00:13:59on what it is, who it is for, who it is not for,
00:14:02how it works, so on and so forth.
00:14:03So you don't really go that deep
00:14:05until you're building the sales process.
00:14:07- Okay, nice.
00:14:08What are the major pitfalls you see people fall into
00:14:10at the offer stage?
00:14:11- The major pitfalls that I see people fall into
00:14:14at the offer stage tends to be struggling
00:14:17to identify an avatar in a massive market, okay?
00:14:22And a lot of that comes down to self-belief.
00:14:24They just need to think about exactly what you said.
00:14:26Listen, who can you help the most?
00:14:29Who's your ideal prospect that you'd love to get on a call?
00:14:32People will sometimes struggle to really nail down on that.
00:14:36Another thing is just believing that they have value to add.
00:14:39And this is where the one to 10 scale comes in.
00:14:41People think, oh God, I can't design a 10 out of 10 offer
00:14:46because I'm not a 10 out of 10, I'm a four out of 10.
00:14:49But that's the problem.
00:14:50They just don't understand.
00:14:51It doesn't need to be a 10 out of 10 offer.
00:14:53It just needs to be good enough
00:14:53to help the zeros and the ones.
00:14:55Again, coming back to avatar.
00:14:56Those are the two big kind of mindset shifts
00:15:00that people need to go deep on.
00:15:01- Nice.
00:15:03And to that first point where people are struggling
00:15:05to find the avatar within a big market,
00:15:06like what are the sorts of things that they should think about?
00:15:09- Yeah, so I usually think about male, female.
00:15:12I think about the age.
00:15:14I think about the country, affordability.
00:15:18And finally, and this is by far the most important,
00:15:21the seriousness of the problem to that person.
00:15:24Because within any market,
00:15:26there's people who are more serious,
00:15:27there's people who are less serious.
00:15:29So if we take fitness for a second,
00:15:32while somebody who is maybe a little bit on the older side,
00:15:35I don't know, 40 plus,
00:15:38they're in a different place, you know, physically,
00:15:40they maybe got a wife, they've got kids, they've got a career,
00:15:44it's harder and they've got less time.
00:15:47So it's more serious to solve, right?
00:15:49I've actually got a client right now.
00:15:50He only sells male fitness to people over 50 in America.
00:15:55So that's a nice place to niche down for those reasons.
00:15:58Whereas to contrast that, if somebody was say 20 years old,
00:16:01they don't care about getting fit.
00:16:03They want to go out and get drunk and really party
00:16:06and all the things that young people want to do.
00:16:08So it's much less serious avatar, much harder sale.
00:16:11- And then what's your take on, you know,
00:16:14the affordability thing.
00:16:15Are we only targeting people with lots of money, basically?
00:16:18- Not necessarily, no.
00:16:20And the reason that I say that is because for example,
00:16:23I have a book that I sell and that is $12.
00:16:27Now that is affordable to more or less anybody.
00:16:30And in that book is everything that I ever learned
00:16:33from the first six years of my career, nothing held back.
00:16:36Anyone can buy that.
00:16:38And it's almost a gateway drug to my main program.
00:16:42Okay, so it's there for, it's really there to add value.
00:16:46And anybody who wants to go deeper and go further
00:16:48can come into the main program.
00:16:50The reason I give that example is because
00:16:53it's not just about charging the highest price
00:16:56that you possibly can and making as much money as you can.
00:17:00It's about serving as much of the market as you want to serve.
00:17:03Like for me, I want to sell to as many people as possible.
00:17:05I want to help as many people as possible.
00:17:07If I only had a very expensive program,
00:17:09I'd be ruling out 90% of the market.
00:17:11So for me, it's useful to have the book, the course,
00:17:16the coaching program, the mastermind.
00:17:18I even see the YouTube channel as like a free way
00:17:21to get started and get value.
00:17:23So it's good to serve the whole market if you can.
00:17:26- Objection, your honor.
00:17:28I'm worried that I don't have any skills
00:17:30that anyone would be willing to pay for.
00:17:33What do I do?
00:17:34- Good question.
00:17:35Well, one thing that I always share with people
00:17:37that tends to actually help them understand
00:17:40that they can teach and that they can help people
00:17:43is the scale of one to 10.
00:17:45- Okay, so let's take me at golf.
00:17:48I've never played, I've never held a club, I am a zero.
00:17:53Tiger Woods is a 10, probably an 11,
00:17:57to be honest, by this stage.
00:17:59Now, I wouldn't actually want to learn from Tiger Woods.
00:18:03I'd be embarrassed to stand in front of that guy,
00:18:06having never played before, right?
00:18:08I would really want someone who's about a four or a five,
00:18:11maybe a six, okay, someone that is far enough ahead of me,
00:18:16but not too far ahead of me.
00:18:18So the first question that I would ask people
00:18:21is where would you put yourself on that scale of one to 10?
00:18:25That's the first question.
00:18:27And really, if you're anywhere above,
00:18:28I would say about a two and a half to a three,
00:18:32then you can start one of these businesses
00:18:33and you can start by teaching zeros, okay?
00:18:36So let's say you're a three or a four at writing.
00:18:40I worked with a writing consultant
00:18:43when I was writing my book,
00:18:44who honestly I think was about a four or a five.
00:18:46And it was super helpful for me as a zero/a one, right?
00:18:51If you're further ahead, then that's fantastic.
00:18:54But a good way to think about it is,
00:18:55if you're, say, a three, you can teach zeros.
00:18:58If you're a four or a five,
00:19:00you can teach zeros, ones, twos, maybe threes.
00:19:04If you're a seven or an eight,
00:19:05then naturally you can teach more,
00:19:07the threes, the fours, the fives-ish, give or take.
00:19:10And if you're a 10,
00:19:11you're probably only gonna want to work with sixes
00:19:14or sevens or above,
00:19:15because any less would be a waste of your time.
00:19:17- One objection I hear from a lot of people
00:19:18in our Lifestyle Business Academy stuff is,
00:19:22yeah, but that may be true,
00:19:24but I don't have any teaching qualifications.
00:19:26You know, the objection there would be,
00:19:27in your golf example,
00:19:28maybe you actually wanna learn from someone who has a golf,
00:19:32who actually is a golf teacher
00:19:33and has a golf teaching qualification
00:19:35rather than your mate who knows how to play golf.
00:19:38That's a really good point that you make there.
00:19:41And I do agree.
00:19:42I think if somebody maybe has a teaching qualification
00:19:45that is nice to have,
00:19:47but I wouldn't say it's essential.
00:19:49And actually sometimes,
00:19:50when you get these professional qualifications as such,
00:19:55you can put yourself in a bit of a box
00:19:56because they give you rules
00:19:58that you might otherwise not follow,
00:20:00or they teach you different ways of doing things
00:20:02and they stop you doing it naturally.
00:20:05So in a way, not having any qualifications
00:20:07and just being great at the thing,
00:20:09just naturally great at the thing,
00:20:10I think that gives you an edge.
00:20:12And I think that's an edge that should be preserved actually,
00:20:15because it's coming from more of a genuine,
00:20:17let me help you and let me share what I've learned way,
00:20:20rather than a, do A because this, do B because this.
00:20:25Sometimes a lack of structure
00:20:27can actually be the most valuable
00:20:28because it's the most genuine.
00:20:29- By the way, all the stuff we're talking about in this video
00:20:31is stuff that we teach to students
00:20:32as part of our Lifestyle Business Academy.
00:20:34That's like an online business school
00:20:35that me and my team run.
00:20:36And our goal is to mentor you through the process
00:20:38of building a $100,000 a year lifestyle business
00:20:41in under 12 months.
00:20:42So if you are interested in learning more about that,
00:20:44there'll be some details down below.
00:20:45Who is this kind of online education business model
00:20:47not suitable for?
00:20:48- It's not suitable for people
00:20:51that truly do not have a skill or a talent
00:20:54or some specialist knowledge.
00:20:56And they really do not have any self-belief
00:20:59in themselves at all.
00:21:00And they would look at this and just say,
00:21:02"There is just really no way."
00:21:04I think if you truly don't have any of those things,
00:21:07it's not right for you.
00:21:08But to caveat that, you'd be surprised.
00:21:11Most people really do have something.
00:21:13I mean, the greatest example of this
00:21:15is one of my older clients,
00:21:17a really fantastic lady who teaches knitting.
00:21:20And when she came to me,
00:21:21she was making about 11,000 a month,
00:21:22which is already pretty good.
00:21:24When she left me,
00:21:24she was making about $19,000 a month,
00:21:27which is a bit better.
00:21:29And when I tell people about the knitting lady,
00:21:31people are always really surprised
00:21:33how many things you really can teach.
00:21:37Things that you would never think that you can ever teach.
00:21:39- I very much agree.
00:21:40I'm kind of like, in a way,
00:21:41I want to say that online education business model
00:21:43is accessible to anyone.
00:21:44But at the same time, for example,
00:21:47we've got people applying to a Lifestyle Business Academy.
00:21:49And in a way, they fill out a big application.
00:21:53And what we're really looking for in the application is,
00:21:56do they have some kind of evidence
00:21:58of a preexisting skillset,
00:22:00either through their professional or personal experience,
00:22:01which is why we ask the specific questions in the thing,
00:22:04that could lead to a high ticket offer for at least $2,000.
00:22:08- Exactly.
00:22:09I mean, you have to have something to share,
00:22:11something to help people with,
00:22:12something to talk about.
00:22:14One example that always comes to mind for me,
00:22:17and I don't know why this sticks in my head,
00:22:19but I've got a client,
00:22:20so I used to have a client,
00:22:22who simply helps men get visible six-packs.
00:22:25That is his offer.
00:22:26You don't have a six-pack.
00:22:27You want to have a six-pack.
00:22:29Come into the program.
00:22:30And to this day, he's making over $300,000 per month.
00:22:34- Per month? - Per month.
00:22:35- Bloody hell.
00:22:36- Helping men get visible six-packs.
00:22:38That really blew my mind.
00:22:40I mean, he was a little bit smaller
00:22:41when he first joined me as a client.
00:22:43I think he was doing about 70 a month
00:22:45when he first joined me as a client.
00:22:46But nonetheless, there's so much money to be made
00:22:49with such simple offers.
00:22:51And his offer is 5K and 15K.
00:22:535K for the a bit slower one,
00:22:5515K for a bit faster one.
00:22:56- Yeah. - So.
00:22:57- The other big objection I hear is,
00:22:59but Will or Ali, the market is so saturated.
00:23:02I could teach people how to get six-pack abs,
00:23:03but like there's everyone and their dog
00:23:05is trying to teach men how to get six-pack abs.
00:23:06How on earth am I going to stand out
00:23:08in such a saturated market?
00:23:10Dot, dot, dot.
00:23:11- That is a very fair question.
00:23:12It's a very fair question.
00:23:13And honestly, whenever anybody comes to me
00:23:16with an idea for one of these businesses,
00:23:19the first thing that I say is go out there
00:23:21and find other people that are doing it.
00:23:23And if you can't find other people that are doing it,
00:23:26it's probably a bad idea.
00:23:28If a lot of people are doing it,
00:23:29it's clearly a very good idea.
00:23:32Not only that, the world is a big place.
00:23:34Okay. And people buy people.
00:23:36So if you had to get a six-pack program,
00:23:39if I, I don't think I could ever do this because,
00:23:41hey, I wish I had a six-pack,
00:23:43but if I did a six-pack offer as well,
00:23:46people would buy yours because of you.
00:23:47People would buy mine because of me.
00:23:49The truth is people buy people along with the outcome.
00:23:52So if somebody came to me and said,
00:23:57well, I would like to help people get into life coaching,
00:24:00what is the simplest way that I can just get started
00:24:03and get the ball rolling?
00:24:04I would say to them, right, let's start a YouTube channel.
00:24:07Let's start making just one or two
00:24:09talking head style videos per week,
00:24:11where you talk to your ideal customer
00:24:13about what you want to help them with.
00:24:16And let's just start with a very small offer.
00:24:18It could just be consulting sessions
00:24:20or a package of consulting sessions for a nice low price.
00:24:24It might be $500 for a few calls,
00:24:27might be $1,000 for a few calls.
00:24:30And inevitably, as the YouTube grows,
00:24:32people are gonna find the videos.
00:24:34Some people, the power of 1%,
00:24:36which we can talk about in a second,
00:24:37some people are absolutely gonna buy those.
00:24:41And then you can grow in confidence,
00:24:43conduct the sessions, add value,
00:24:44and it all starts to come together from there.
00:24:46So you don't have to start with ads and a big sales process
00:24:51and a high price and all this stuff.
00:24:52You can just start that small.
00:24:54Get it moving and get it working.
00:24:55This is one of the reasons why I wrote my book.
00:24:58I just wanted to write something where anyone can read it.
00:25:01It's very, very simple.
00:25:02It's step-by-step.
00:25:04So I think people really overcomplicate this stuff sometimes.
00:25:08You really can just go out there and make some content
00:25:11and sell some consulting calls or just sell a,
00:25:13you don't even have to do calls
00:25:14if you don't wanna do a course.
00:25:15You can just sell a course,
00:25:17but just get started is the best advice.
00:25:21Tell me more, how do ads work?
00:25:24- A good starting point is around $1,000 per month.
00:25:28The reason that I say that is because on average,
00:25:31depending on the offer and the niche,
00:25:32it's gonna cost you around $70 to book a sales call.
00:25:36And that's not to take one, but that's to book one.
00:25:39Now an average show rate is about 65%.
00:25:43So if you book 10 calls, that might cost about $700.
00:25:47You're gonna take say six of them
00:25:50and you would hope to close one of them.
00:25:52And depending on your price,
00:25:53let's say your price was $2,000.
00:25:56Well, you've spent 700 to make 2,000.
00:25:59Now you've got a profitable ads funnel there
00:26:02and then you can start to scale into that.
00:26:04Caveat though, for certain offers,
00:26:06the cost per call will be higher.
00:26:08So you need to be aware of your price point
00:26:11and also your close rate, your show rate,
00:26:12all of the nitty gritty metrics.
00:26:14- You know, I've seen some YouTube ads.
00:26:15It's like, you know, they pay rent and link
00:26:18to advertise Wix and it's like massive production value
00:26:20and all of this sort of stuff.
00:26:21How elaborate are these ads?
00:26:23- If I showed you my first few ads,
00:26:26you wouldn't believe me and you would laugh
00:26:29because I assure you, and in fact, I've still got these ads.
00:26:32So I can actually show you these old ads,
00:26:35but they were literally a screenshot of a chart
00:26:39with a voiceover and subtitles.
00:26:41And those ads made me multiple millions of dollars,
00:26:46like multiple millions of dollars.
00:26:47So your ads do not have to be fancy.
00:26:50They do not have to be well-produced.
00:26:53They do have to be well-written.
00:26:55Okay, the words that you're saying are 80%.
00:27:00The production is 20%.
00:27:02So that's why you can get away with rubbish,
00:27:04quite frankly, production,
00:27:06as long as the words, the copy is good.
00:27:08That's the foundation.
00:27:10- On the ads front, one thing I hear a lot is,
00:27:13man, ads are getting more and more expensive over time.
00:27:16Therefore, everyone's trying to do organic.
00:27:18And then the people I know who are doing organic content
00:27:20are like, man, it's getting harder and harder
00:27:21to get views over time.
00:27:22Therefore, we should probably do some ads.
00:27:24Ah, dot, dot, dot.
00:27:25Then people are like, oh man, SEO used to be a thing,
00:27:26but now it's happening, chat shimmy tea.
00:27:28So now we need to do, ha, gah, ah, ah.
00:27:31What are your thoughts on that word vomit?
00:27:33- Ah, well, I do agree and I don't agree.
00:27:37The reason that I do agree is because some things
00:27:41are simply hard and it's a nice way to make you feel better
00:27:46to say, ah, it's hard, it's getting harder.
00:27:49It's a nice way to comfort yourself into admitting defeat.
00:27:53Right, and for me, my challenge right now is YouTube
00:27:57and growing the channel and maintaining views
00:27:59and driving sales calls and that kind of thing.
00:28:02But it's a fun challenge and I enjoy it and I stick with it.
00:28:05So that's the reason why I do agree.
00:28:07The reason I don't agree is because if you do it right
00:28:11and if you're good at it, it always works.
00:28:14It always works and we have just started running cold ads
00:28:17again about, oh, about 10 weeks ago.
00:28:20And I mean, good God, our numbers are just phenomenal.
00:28:25So the ad platforms, I mean, for us,
00:28:28they're certainly not more expensive, they're not harder.
00:28:32Nothing's changed.
00:28:33So I think it just comes down to, again,
00:28:36if you get the inputs right, you get the outputs right.
00:28:38- Yeah. - Really?
00:28:39- Interesting.
00:28:40If we were to start taking it out seriously,
00:28:42what level of like input do I and/or someone in the team
00:28:47need to put into this to sort of really nail this?
00:28:50But we've just been relying on organic
00:28:51for a whole career, basically.
00:28:52- This is what I would do.
00:28:54So I would write five hooks.
00:28:57I would write two full ad bodies.
00:29:00I'd put those together and that will give me 10 ads.
00:29:02My first batch of 10 ads.
00:29:04Now, knowing what I know, Facebook and Instagram
00:29:08is the best place to run ads
00:29:10for companies like ours right now.
00:29:11So I would run them there and I would run them
00:29:13at about $50 a day, $100 a day-ish.
00:29:17I would run them into a VSL,
00:29:19into an explainer video to book a call.
00:29:22And the first thing that I want to know
00:29:24is what is the cost per call
00:29:27and which ads are producing the calls
00:29:29and which ads are not producing the calls.
00:29:31You can track that using an ad tracking software.
00:29:33From there, any ads that are not booking calls,
00:29:36I would turn them off.
00:29:37Any ads that are booking calls for a reasonable cost,
00:29:39I would leave them on.
00:29:40And I would start re-putting the budget into the best ads
00:29:44to book more calls at good cost.
00:29:46Now, the second thing that I want to know from there
00:29:48is what is it costing us to get a sale?
00:29:50What's the cost per sale?
00:29:51So let's say we spend $500 and we make a 5K sale.
00:29:56For example, in simple math, right?
00:29:59We're getting a 10X, we're 500 in, getting 5,000 out.
00:30:03Fantastic, this is very profitable.
00:30:05Let's scale, let's spend more money on ads, okay?
00:30:07Now, at that stage, because of the profitability,
00:30:10you're not going to need to make any new ads.
00:30:12The ones that you've got are fine.
00:30:14All you're going to need to do is slowly scale the spend,
00:30:17keep an eye on the cost per booked call,
00:30:19the cost per taken call, and the cost per sale.
00:30:23And if you're profitable, you can simply spend more,
00:30:25spend more, spend more.
00:30:27As you spend more,
00:30:28the ads are going to become slightly more expensive
00:30:30and all your costs are going to start to rise.
00:30:32Eventually, the profitability is going to be much less so,
00:30:36and you're going to need to start the process again.
00:30:38Rewrite another batch of ads
00:30:40that will get the cost back down again.
00:30:42You're going to be profitable again,
00:30:44and that is the game that we play.
00:30:45- Interesting, and what is a good return on ad spend?
00:30:48- For me, anything 2X or above is great.
00:30:52Three and a half, what are hours right now?
00:30:54Our ads are about 6.7 right now.
00:30:58So if we spend 1,000, we make 6,700 back in a month.
00:31:01So nice and profitable, not amazing, but very profitable.
00:31:05So we will scale into that
00:31:06until the ROI is down at about two, two and a half.
00:31:09When it's down at two, two and a half,
00:31:10we'll stop scaling and we'll start making new ads,
00:31:14testing new copy for the explainer video,
00:31:16for the sales page, that kind of thing.
00:31:18- Okay, so it really is just a math problem.
00:31:20- It is pure mathematics.
00:31:22Running ads is pure mathematics.
00:31:24- I like that, that's great.
00:31:27And what are the pitfalls you see people making
00:31:28when they try running ads?
00:31:29- If I could give you three major pitfalls
00:31:31that people fall into when they're running ads,
00:31:33it's trying on their own.
00:31:35Never run them, don't have a clue what they're doing.
00:31:38It blows my mind that people do this, but people do.
00:31:41And those people almost always lose the money.
00:31:44They just try on their own.
00:31:46Number two is not knowing the importance of copywriting.
00:31:50Like I said to you earlier, people try and make fancy ads,
00:31:53but it is not about production.
00:31:54It's about the copy, the words that you're saying.
00:31:57That is critical.
00:31:58You can have terrible production
00:31:59as long as the copy's great, that's number two.
00:32:01And number three is not tracking
00:32:04and not knowing the metrics
00:32:05that you've got to hit through the funnel.
00:32:08And if you do any of those three things,
00:32:10you're probably gonna struggle.
00:32:13- How important is daily tracking versus weekly tracking
00:32:16versus monthly tracking?
00:32:17- I'm glad that you've asked that
00:32:18because there's a bit of truth
00:32:20in two things that you said there.
00:32:21Now, depending on how much you're spending,
00:32:24you should really be tracking daily.
00:32:26It's so important just to keep your finger on the pulse
00:32:29when it comes to ads because you're spending money.
00:32:31So you wanna make sure it's being well spent.
00:32:33But here's the caveat.
00:32:35Don't judge your ads based on daily fluctuations.
00:32:39You've got to look at things in,
00:32:40I mean, we look at them in two week blocks
00:32:43and one month blocks
00:32:44because any less, you can get fluctuations,
00:32:47you can start to panic.
00:32:48I've done this in the past
00:32:49where I've panicked and changed things
00:32:51and there was nothing wrong in the first place.
00:32:53So that's what I would say.
00:32:54Keep an eye on them daily, but don't overreact daily.
00:32:58- What does an offer actually look like?
00:33:03Like, is it like a Google doc?
00:33:04Is it a sales page?
00:33:05Is it a, like, what is it?
00:33:07- I think you're talking about
00:33:08when it comes to kind of presenting it to the prospect.
00:33:12And the place that you're gonna present an offer
00:33:14to a prospect is usually,
00:33:16the first touch point is either ads or content actually,
00:33:19because that's where most people find out about you
00:33:21and therefore find out about your offer as well.
00:33:24So it's usually described in your YouTube videos,
00:33:27your Instagram reels, in a paid ad that you're running.
00:33:30And then from there, they go into the funnel,
00:33:32the sales process that we talked about a second ago.
00:33:35And that's where you're gonna find well-written copy
00:33:38and images and proof and examples and stuff like that.
00:33:41- Okay, so let's say I'm selling a coaching program
00:33:44on knitting, for example.
00:33:46So content and ads.
00:33:47So I'd be making content about knitting
00:33:50and I'd be making ads about knitting, and then what?
00:33:54- Yeah, 100%, I'll walk you through the sales process.
00:33:57So what happens with this client
00:33:58is people find her videos on YouTube primarily,
00:34:02and they'll see a video, they'll click the video.
00:34:05In the video, they will hear her say something like,
00:34:07"Oh, if you need any help with this stuff,
00:34:09I'll put a link in the description
00:34:10where you can find out more."
00:34:11So that's the first call to action.
00:34:13Then people go to the description, they click the link.
00:34:16They then land on an explainer video
00:34:18with a bit of copy below the video
00:34:20that just explains why her, who she is,
00:34:22what they're gonna get, that kind of thing.
00:34:24And then they can click a button and make a purchase,
00:34:26and then they go into the program.
00:34:28You know, we've released a couple of courses
00:34:29where we hired a fancy studio and shot it on fancy cameras
00:34:33and tried to make it look like masterclass levels
00:34:35of production value.
00:34:36Then we've done some courses
00:34:37where I'm just on my standing desk with this microphone,
00:34:41recording literally Loom videos,
00:34:43not even using the fancy camera that I've got right there,
00:34:45and just speaking to a webcam on a Loom
00:34:47instead of going through slides
00:34:48or doing elaborate things,
00:34:50just drawing stuff out on a Figma file
00:34:51and sort of constructing it.
00:34:53And the feedback we get on those is worlds apart
00:34:56from the super polished, super production value
00:34:58masterclass level where people are like,
00:35:00whoa, I finally understand this.
00:35:02I've watched loads of YouTube videos about this.
00:35:03I've actually taken a bunch of courses about this,
00:35:05and I finally understand it
00:35:06because seeing how Ali just cobbled together
00:35:08his thought process and how he landed at that conclusion
00:35:11just made it click in my mind.
00:35:13So now I'm like, man, I should just do Looms more often.
00:35:15- It is really fascinating, isn't it?
00:35:17I've actually found that in my first company,
00:35:20I mean, my first ever product
00:35:22was a three-page text word document for $50.
00:35:26And then I remember turning that into a few scrappy videos
00:35:28in a Dropbox folder and people loved it
00:35:31and people got great results from it as well.
00:35:33And even with this new consulting company
00:35:34that I'm running nowadays,
00:35:36the program started as just word docs with text and images.
00:35:40And then I would do a Loom video on top of the word doc.
00:35:42And again, people, there was never any complaints
00:35:45about the production quality at all.
00:35:49So it just goes to show not only should you not go above
00:35:54and beyond on production,
00:35:55but if you do, it can actually be worse for the customer.
00:35:57- Yeah, there's almost something about like,
00:36:00when something looks like it was filmed on your webcam,
00:36:04it feels more authentic than if it looks
00:36:06as if it was filmed on one of these bad boys
00:36:08with like the whole shebang and like a slider
00:36:10that's doing a second camera shot and all that kind of stuff.
00:36:12It feels like you're getting the real stuff,
00:36:15not the fake overproduced polished stuff.
00:36:18- 100%, 100%.
00:36:20I've been thinking about this a lot.
00:36:21This is how my YouTube channel started and grew.
00:36:24I made a few videos with three cameras,
00:36:28a slider, a script, B-roll, fanning,
00:36:31and they got like 700 views, 1,000 views, 200 views.
00:36:35And then one day I was rushing a video out
00:36:37and I shot it on my iMac built-in camera without any script,
00:36:42without any bullet points with some rubbish Amazon mic
00:36:44that I bought for like $30.
00:36:46We got half a million views.
00:36:48I couldn't believe it.
00:36:49And people loved it.
00:36:50And a lot of the comments were saying,
00:36:53"Wow, it's like I'm in the room with you
00:36:56"and you're just talking to me."
00:36:58And that was a real breakthrough for me, just learning.
00:37:01People don't want perfection.
00:37:02Perfection scares people off sometimes
00:37:05because you can tell it's overproduced.
00:37:06It's not genuine.
00:37:07- How does one run a sales call, conversation,
00:37:11discovery call, interview, whatever you wanna call it?
00:37:13- Yeah, it's so much easier than I think people imagine.
00:37:16So when you get on a sales call,
00:37:17the first thing that you should be saying really
00:37:20is why are you here?
00:37:21What's the problem?
00:37:23What can we help you with?
00:37:24That is where any good sales call should start
00:37:27because that's why they're there.
00:37:28They have a problem, you have the solution.
00:37:31If they don't have a problem,
00:37:33well, the call should end pretty damn quickly
00:37:35because they're never gonna buy something
00:37:37to solve a problem that they don't have.
00:37:39Now let's say that they have a problem.
00:37:41Then you would talk a little bit more about,
00:37:42well, how long have you had the problem?
00:37:44How serious is the problem?
00:37:47Why do you want to solve the problem?
00:37:48Are you in a position to solve the problem?
00:37:51So you'll kind of talk a bit more about the,
00:37:53where they are now, where they want to get to.
00:37:55And one of my old mentors used to call it widening the gap
00:37:59between where they are, where they want to get to,
00:38:02and you are in the middle with the solution.
00:38:05So you start with the problem.
00:38:06You gather some intel on their background
00:38:09and where they would like to go.
00:38:11If you can genuinely get them there,
00:38:13then you'll say to them, well, listen,
00:38:15I think that I can help you with this.
00:38:16Would you mind if I tell you how?
00:38:18Then you will deliver a pitch
00:38:20where you'll go through the program and what it is
00:38:22and why it is and what they get
00:38:24and all of that kind of thing.
00:38:25And then with their permission,
00:38:27you'll share the price with them.
00:38:29And then after the price,
00:38:30you're into the, what they call the close,
00:38:33where they'll usually have some, maybe a question,
00:38:35maybe an idea, maybe an objection to cover with you,
00:38:39which oftentimes is just fear, usually.
00:38:42And then you, it's your job to work through that with them.
00:38:45Founders, the face of the business,
00:38:47usually close at about 35%.
00:38:49I think that's the average that I see.
00:38:52Sales reps, it's 20 to 25.
00:38:55So when you bring in a sales team,
00:38:57you have to sacrifice some close rate there.
00:39:00It just is what it is, unfortunately.
00:39:02- What are the pitfalls you see people make,
00:39:05especially beginners,
00:39:05when they are doing these sales calls for the first time?
00:39:08- The number one mistake that I see people make
00:39:10when it comes to sales calls, as crazy as this sounds,
00:39:13is not following the script.
00:39:14Now, a sales call is a process.
00:39:17We keep talking about processes and systems
00:39:19and a sales call is a process
00:39:22that helps you understand if they are a good fit
00:39:25and it helps them understand if this is right for them.
00:39:28That's why it's so important because otherwise,
00:39:29without that, it would be unethical
00:39:31'cause they wouldn't understand and you wouldn't understand.
00:39:33So the main problem is not following the script
00:39:35or not having a well-built script.
00:39:39The second problem is, it kind of sounds weird,
00:39:42but being a bit too scared,
00:39:44being a bit too on edge, overthinking it,
00:39:47talking too much is a massive one.
00:39:51The prospect is there to talk, you're there to listen.
00:39:53Okay, that's that respect that you should have for them
00:39:56for attending the call.
00:39:57And the third thing is not being able to handle objections
00:40:02and not understanding that objections are often just fear.
00:40:07They're just a bit scared and they don't,
00:40:10or they don't maybe don't want to say,
00:40:12it's a little bit too expensive
00:40:13when they don't know you've got a payment plan
00:40:15or something like that,
00:40:16or they need to speak to someone
00:40:18and get someone's permission.
00:40:20Really, they don't, they just want to get off the call,
00:40:23get away from the pressure,
00:40:25then decide and tell you later.
00:40:29The problem with that is though,
00:40:31they often will get scared and they'll just say,
00:40:33oh no, I'll do it later and then it never gets done.
00:40:37Or they speak to their wife
00:40:38and their wife has maybe a bad understanding
00:40:40of this industry and puts them off.
00:40:43Well, this could have changed their life.
00:40:45So it's so important to hold them accountable.
00:40:48And if you're selling something great,
00:40:50that is perfect for them,
00:40:52then it's, you'd be lacking integrity
00:40:56to let them go without coming on board.
00:40:59- When I tell people that,
00:41:01hey, you know, this thing you sell,
00:41:03like could be a $5,000 thing.
00:41:05People are like, what?
00:41:06Like surely no one would buy that
00:41:08because like I wouldn't buy that.
00:41:10My friends wouldn't buy that.
00:41:11Like, I don't know any friends of mine,
00:41:13unless they spent a lot of time with me,
00:41:14who've got an online course
00:41:16because they view online course or scam.
00:41:17Whereas I bought a shit ton of online courses
00:41:19and I consume them at double speed
00:41:20because it's like, obviously it's the best place to learn.
00:41:22And so this is such a difference between,
00:41:24so I find that there's quite a lot of mindset work
00:41:26that needs to be done when someone comes into like our,
00:41:29like academy, for example,
00:41:30to help them realize that it actually is possible
00:41:32to make money from people who are not like you.
00:41:34Because if you are the sort of person
00:41:36that would never sign up to an online course,
00:41:38they won't even be in our program.
00:41:39But like, I often say to them like, you know,
00:41:41you guys paid quite a lot of money
00:41:42to be part of this program.
00:41:43What was it that made you buy?
00:41:45Oh, you know, I've been watching your videos for years.
00:41:47You know, I feel I can trust you.
00:41:48I'll kind of buy whatever you sell.
00:41:50Some people are like, oh, you know,
00:41:50I really thought about it.
00:41:51And you know, I really liked the way you laid it out
00:41:53in the emails.
00:41:54I'm like, yeah, all of this is email marketing.
00:41:55All of this is the stuff that we're teaching you.
00:41:56And all of this is like the process.
00:41:59I find that there's a lot of mindset gaps for people.
00:42:01People just cannot believe that it's even vaguely possible
00:42:03that someone would want to buy a $5,000 quick alcohol thing.
00:42:07- You said that in such a great way.
00:42:11I had a YouTube comment this morning that I spotted.
00:42:16And a guy commented on one of my videos
00:42:17and he said something like,
00:42:19well, if I could just make 10K per month,
00:42:21that would completely change my life.
00:42:23I don't believe it when I see people like yourself
00:42:27talking about 100, 200, 300 plus thousand per month.
00:42:31And it made me think the world,
00:42:37the traditional education system,
00:42:40people just aren't taught this stuff.
00:42:42They have to discover this stuff.
00:42:45I know it sounds ridiculous to make this much money.
00:42:48I just wish people would see that it is actually possible.
00:42:50Because it is, I mean, I do it, you've done it.
00:42:53We know loads of people that have done it.
00:42:55But to come back to your point,
00:42:56it just starts with seeing it and slowly understanding it.
00:43:01I think when you understand it, it makes a lot more sense.
00:43:04What we just covered with the ad metrics and the steps.
00:43:08So I think if you see people making massive amounts of money
00:43:11and it seems a bit unbelievable,
00:43:13to be fair, trust but verify, right?
00:43:17And just learn and just look into the process.
00:43:19And as you do that, your mindset will open.
00:43:21You'll be like, wow, actually I can see that.
00:43:24I can understand that.
00:43:25And as you understand it,
00:43:26eventually you'll be able to do it yourself.
00:43:28- Yeah, this is, I think one of the biggest,
00:43:30a lot of the people who are currently part of my team
00:43:33or have ever joined my team,
00:43:34have said that in the first month,
00:43:36they've just had this enormous firmware update in their mind,
00:43:39this massive level up where they're like,
00:43:40oh, I now know what's possible.
00:43:42Because most of them have never worked
00:43:44for a small business before.
00:43:45They've only ever been cogs in a corporate machine
00:43:47where they don't see where the revenue's coming from.
00:43:49The numbers are not even vaguely on their mind.
00:43:52But just being able to see the Slack notifications that,
00:43:54today we had eight people sign up to our YouTuber Academy
00:43:56and pay us $1,000 from not interacting with any.
00:43:58And we can see that like,
00:43:59oh, that person clicked on a Facebook ad,
00:44:00which was for our $27 thing.
00:44:02That person came in through our email list
00:44:03and they've been on the email list for three and a half years
00:44:05before they bought anything.
00:44:06And it's like, okay, that's interesting.
00:44:07This number of people bought this thing,
00:44:09you know, all the comments of people.
00:44:10And it's like, they start to see like,
00:44:12oh shit, this is how money is made in this world.
00:44:15And it just like completely breaks their mind.
00:44:18And even things like where, you know,
00:44:21I paid quite a lot of money for your program,
00:44:23paid like a shit ton of money to join this other program.
00:44:25And then team members are like,
00:44:26oh fuck, I only just paid $60,000 for this like,
00:44:30coach, holy fuck.
00:44:32It's just like two years of a salary of a junior doctor
00:44:35in like one transaction and it just breaks people's minds.
00:44:37And then it makes them realize that like, oh, okay,
00:44:3810K a month, that's just, that's like nothing
00:44:41in this world of like entrepreneurs and stuff.
00:44:44- Yeah. - Absolutely, absolutely.
00:44:46I mean, I remember when that guy gave me $50,
00:44:50I just couldn't believe it.
00:44:52That was just, it was my first ever experience
00:44:55of somebody giving me money
00:44:57just to tell them things that I knew.
00:45:00And it was really, it just started to open my mind.
00:45:04And then when the two or three other people
00:45:07that I messaged on Twitter also bought it,
00:45:11I just thought I'd unlock some kind
00:45:13of magic parallel universe.
00:45:15Like, hold on a minute.
00:45:17It's possible for people to give me money
00:45:19to just tell them things that I know.
00:45:21And it was really interesting.
00:45:25That was the little mini breakthrough for me.
00:45:28And that's all it takes.
00:45:29And it doesn't have to come from a sale.
00:45:31It can come from maybe this video.
00:45:32Maybe people will watch this and finally realize,
00:45:34wow, it's actually real.
00:45:36You know, but that's all it takes,
00:45:37is just that one discovery to change everything.
00:45:39- So how do you deliver value?
00:45:42- When it comes to delivering value
00:45:43is you cannot beat one-to-one consulting.
00:45:48If you do one-to-one consulting,
00:45:50you will have the highest success rates
00:45:53of any way of delivering by far.
00:45:56You can't beat it.
00:45:56Equally, on the other side of that,
00:45:59if you're going to do a course,
00:46:01I would strongly suggest having some kind
00:46:03of human touch point in there.
00:46:04Group coaching, one-to-one, at least email or chat support.
00:46:08People, for some strange reason,
00:46:11often feel bad about asking questions.
00:46:13And in some cases, I can understand why they,
00:46:15maybe they're a bit nervous
00:46:16or they're not sure that it's a good or a bad question.
00:46:19But for some reason, people often don't ask questions.
00:46:22So you have to be there for them.
00:46:24And WhatsApp chat works very well for that.
00:46:26Slack works very well for that.
00:46:27One-to-one group coaching can work very well for that as well.
00:46:30Another big thing that I've learned
00:46:31is the minute that a customer comes in,
00:46:33you've kind of got a 24-hour window
00:46:35to make them feel comfortable
00:46:37and overcome kind of that natural buyer's remorse, okay?
00:46:41The way that we do that, we get them in a WhatsApp with me.
00:46:44We give them a welcome doc that maps out
00:46:46what they've got access to
00:46:48and also a timeline broken down by week.
00:46:50And I voice note them as fast as possible.
00:46:53The minute I see that chat, I voice note them,
00:46:55welcome them in, and that works wonders
00:46:58for just making people feel good about starting the process.
00:47:02So having those two things can work very well,
00:47:04especially a process.
00:47:06You can have a Notion board, which works very well,
00:47:09or even just a Google doc can work very well.
00:47:12So that's very important.
00:47:14From there, a well-built training program is critical,
00:47:19broken down into weeks,
00:47:21or you can even do into months if it's a longer program.
00:47:25And it has to be structured the exact way
00:47:28that things need to be done for them to get the outcome.
00:47:31As simple as that sounds, I've seen programs in the past,
00:47:33they're just a mess.
00:47:34You've got to think, what do they need to do first?
00:47:37Then, then, then, then, and as they go.
00:47:40And if you build the program in that manner
00:47:42and you support them and hold the hand,
00:47:44so many people are gonna be successful with the program.
00:47:47- What are your thoughts on guarantees?
00:47:49- I'm very conflicted when it comes to guarantees
00:47:54because most people use them in the wrong way.
00:47:58I know a few people that have a guarantee
00:48:00when they really shouldn't
00:48:01because they trap you in the contract
00:48:03so that you can never claim it anyway.
00:48:05And if it's used in that way, it's just a bit,
00:48:10it's a bit sketchy.
00:48:12There's a right way and a wrong way to use a guarantee.
00:48:14Like we don't have a guarantee.
00:48:16We just say to people, listen, we can't guarantee it.
00:48:19It's simply not guaranteed.
00:48:20And if you feel bad about that, don't come in.
00:48:24I think that's the right way to use a guarantee.
00:48:26Equally, we had a guarantee in the old company,
00:48:30but it was very bloody simple.
00:48:31It was watch the training program,
00:48:33track your trades for three months,
00:48:34follow the strategy properly, send us the evidence.
00:48:37And if you do that, and some people did do that
00:48:38and we did refund them as well.
00:48:40So if you use a guarantee in the right way,
00:48:42I think it's very beneficial.
00:48:44Just, just use them in the right way.
00:48:47And sometimes you don't even need them as well.
00:48:49- Oh, but this sounds like a lot of work.
00:48:51I already have a full-time job.
00:48:52I've already like, you know, I've got kids
00:48:54and like, you know, by the time I get home from work,
00:48:56I have no energy.
00:48:57Like, oh, and like they, they claim to want the thing.
00:49:01And I'm sometimes amazed by the audacity of what they want
00:49:04relative to how much they're willing to put in,
00:49:05in terms of like, yeah, I want a six figure lifestyle
00:49:07business where I can work four hours a week.
00:49:09It's like, okay.
00:49:10And you know, six figures puts you in like top 1%
00:49:12of owners in the UK.
00:49:12It's like, you know, people train for 20 years
00:49:14in like medical school and specialty training
00:49:15to make a hundred grand.
00:49:16Like, and you want that within like six months
00:49:18by working four hours a week.
00:49:19- Okay.
00:49:20- But like, you know, so there's a little bit
00:49:22of unrealistic expectations, I think here,
00:49:24but in your, in your, in your experience,
00:49:25like how much work or effort or time does it take someone
00:49:30who maybe actually has a job to be able to whip up
00:49:33one of these like online education businesses?
00:49:35- For sure.
00:49:36It does come down to how much time and energy
00:49:39they can put in.
00:49:41So for example, we've had people come
00:49:43into our Done For You program and build a business
00:49:45from complete scratch and launch it within four to six weeks.
00:49:50But they were putting in hours.
00:49:51They were putting in energy.
00:49:52They were, I would say a little more than kind of part-time,
00:49:56one or two hours a day, let's say.
00:49:58Equally, some people do less than that
00:50:00and it takes double to triple the time.
00:50:02So I would say if you've got an hour a day,
00:50:06you are going to be able to do this very successfully.
00:50:09If you've got more than that,
00:50:11you're just going to get there a hell of a lot faster.
00:50:13So I would say about an hour a day is the baseline.
00:50:15I find that people that started maybe an hour a day,
00:50:18when it starts working that quickly becomes two or three
00:50:20or four hours a day and it really starts to compound on it.
00:50:23So I actually, I woke up this morning, I was in bed.
00:50:25I grabbed my phone.
00:50:25I was lying next to Lauren, my girlfriend.
00:50:27And I went on my Instagram and there was a message.
00:50:30I pressed play on the message.
00:50:31And it was a guy I had one hour of consulting with
00:50:33about two years ago.
00:50:34And he'd left me a really lovely voice note just saying,
00:50:37"Hey Will, we haven't spoken a very long time.
00:50:39Just to let you know, that consulting session that we had,
00:50:42man, it changed my life.
00:50:43I've learned so much from that.
00:50:44I'm watching your YouTube.
00:50:45I just got this amazing career opportunity
00:50:47with this big YouTube guy."
00:50:49And it all came from that one hour session
00:50:51that we had like two years ago.
00:50:53And one thing that he mentioned in the text just above that
00:50:57was the fact that the more success he saw,
00:51:00the more excited he got, the more excited he got,
00:51:01the harder he worked, the harder he worked,
00:51:03the better opportunities he got.
00:51:04And it really does start to compound on itself.
00:51:06And when, I'm not sure how you felt about this, but for me,
00:51:10the money paired with the feedback, it's just so exciting.
00:51:17It's just so intoxicating.
00:51:19'Cause you know that you're making life-changing money
00:51:21for you and your family and your friends,
00:51:23but you're really helping people
00:51:24at adding value to the world.
00:51:26Those two things together, it really is.
00:51:29It is the best thing in the world.
00:51:31- Yeah.
00:51:32A lot of people starting these online education businesses
00:51:33will be worried that like, oh, but will it work for me?
00:51:36Like, will I be able to actually do this?
00:51:38'Cause I can see examples of people doing it,
00:51:40but like, you know, I'll have to ask all these followers
00:51:42are like, "Will Brown, I mean, he's been doing it for years."
00:51:44Or like, "Person X is just like really good looking."
00:51:47Or "Person Y has all this money from their dad."
00:51:49Or like, whatever.
00:51:51A lot of people will find reasons
00:51:52to think that they can't do it.
00:51:54And I find that in a way, like with our students,
00:51:57the ones who are very successful professionally
00:51:59will have almost even more imposter syndrome
00:52:01than the people who are just sort of like
00:52:03having a punt at the age of 19 or whatever.
00:52:05Because once you've sort of been,
00:52:06if you've been a good student and you've ticked the boxes
00:52:08and done the qualifications and got the degrees and stuff,
00:52:10you have a really high bar to thinking
00:52:12that you're even good at anything at all,
00:52:13because probably for a lot of them
00:52:16from having had quite a lot of Zoom calls with our students,
00:52:18it's like, there's this negative motivation
00:52:20of like, I'm not enough.
00:52:21And if I just do more of these things,
00:52:23I will eventually become worthy, dot, dot, dot, dot, dot.
00:52:25And then they have all this imposter syndrome
00:52:26about starting their own business.
00:52:27- 100%, I can completely understand
00:52:31how people might think that.
00:52:33What I find is, for me, it's really comforting
00:52:36to just remind people that everybody started from zero.
00:52:39You started from zero, I started from zero
00:52:42for my parents' spare room with a $50 Word document.
00:52:45I think it's nice to just bring the levels down
00:52:49a little bit of all the overthinking.
00:52:52And often one thing that I find is,
00:52:54and I mean, no offense to these people,
00:52:56but the stupider people generally get better,
00:52:59faster results because they don't overthink it.
00:53:01They just maybe falsely believe,
00:53:03oh, this is definitely gonna work for me.
00:53:05Like, it's worked for him, it's worked for him,
00:53:07it's worked for him.
00:53:08If they can do it, I can do it.
00:53:09And they just have this amazing mindset and self-belief
00:53:13and they just don't have those limiting thoughts.
00:53:16But for the people that do have the limiting thoughts
00:53:18and limiting beliefs, I just find it really useful
00:53:21to just think, listen, we're all the same.
00:53:23We're just humans with brains.
00:53:25If I can do it, if you can do it, anyone can do it.
00:53:28As long as they just, again, get the inputs right
00:53:30to get the outputs right, put in some effort,
00:53:33put in some time and work, and you can do it.
00:53:36You can just bloody do it.
00:53:37- There's almost also a fear of doing things
00:53:39that don't scale at the start.
00:53:40I've spoken to a lot of people that are like,
00:53:42yeah, but like, I don't wanna do one-on-one Zoom calls
00:53:44because like, you know, that's not scalable.
00:53:47And like, you know, I wanna chill on the beach
00:53:49and never have to do a Zoom call kind of thing.
00:53:51- Oh, so many things come to mind when you say that.
00:53:56Well, listen, everything has its upside,
00:53:58everything has its downside, right?
00:54:00So if you're just selling a course, which you can do,
00:54:02you could just sell a course on its own from a sales page.
00:54:06Well, that's great, but the problem is
00:54:09then customers are less likely to succeed
00:54:11because there's no help, there's no handholding or support.
00:54:14And there's a cap on your price
00:54:16because you can only charge so much for a course.
00:54:18So there's good, but there's bad.
00:54:20And equally on the other side, a coaching program,
00:54:23you can charge way more for it.
00:54:24You're gonna make a lot more money through it.
00:54:26Customers will get way better results as well
00:54:29because you're there with them
00:54:30in the trenches helping them.
00:54:32But then the downside is you've got to kind of
00:54:34do a bit of work as well.
00:54:36So you've got to find the thing that works the best for you.
00:54:41You just got to get your hands dirty
00:54:43and just kind of test these things out
00:54:44to find what's right for you.
00:54:46- Nice, okay.
00:54:47What would be the simplest way to get to 10K a month
00:54:50having now just talked about this whole process?
00:54:52- Yeah, oh, the simplest way to get started
00:54:54on the journey towards 10K a month.
00:54:55First, you have to take the leap of faith
00:54:57and start and commit to the process.
00:54:59That goes without saying.
00:55:01From there, you need to gain an understanding of what to do
00:55:05and then of why you're actually doing it as well.
00:55:08You need to put that fundamental knowledge in place first
00:55:10so you understand the inputs and outputs.
00:55:13Then take action, track your progress,
00:55:15ask for help as and when you need it.
00:55:19If you don't get started, this is gonna be a dream,
00:55:21it's gonna stay a dream and nothing is ever gonna happen.
00:55:25Just, if you're on the fence and you're nervous,
00:55:28just go and do your research to the point
00:55:30where you understand the process that we've talked about
00:55:33because usually with understanding,
00:55:35you'll then get excited because you'll be like,
00:55:37"Wow, I can actually do this."
00:55:39And then when you get that feeling of,
00:55:40"Oh my God, it's real, I can do it,"
00:55:43take action and do not stop until it becomes real.
00:55:45- Brilliant. Well, Brown, thank you very much.
00:55:47- Thank you for having me, man.