Oh, by the way, before we get into this episode, I would love to tell you a little bit about Life Notes.
Now Life Notes is a weekly -ish email that I send completely for free to my subscribers and it contains my notes from Life.
So notes from books that I've read, podcasts I'm listening to, conversations I'm having, and experiences I'm having in work and in life.
And around once a week I write these up and share them in an email with my subscribers.
So if you would like to get an email from me that contains the stuff that I'm learning, almost in real time as I'm learning it, you might like to subscribe.
There is a link down in the show notes or in the video description.
Okay, Russell, so I was hoping we could pretend or act as if this is a business coaching session.
You have people working up to your office for consults and stuff, people in your mastermind.
So if I rocked up as like a new client or something, how would a business coaching session with you, like what would that look like?
What would it look like?
How do we start? It depends if we're just met.
If we're just met, like I try to figure out what in the world you do.
So I kind of know what you do, which helps a lot, but I guess the biggest question is like, like there's always a gap to where you are and where you want to be.
Like, what's that gap?
What's it look like?
Because I know where you're at right now, where are you trying to get to?
And then we can kind of figure out what's missing.
Okay, so last year we did about $5 .5 million in revenue.
We're operating at about like 55, 60 % growth, operating profit pre -tax, whatever EBITDA, whatever the number that is.
And that's cool. And - So what percentage was it?
Like 55, 60, something like that.
And what I would love to do in the game of entrepreneurship is to go from 5 million to 10 million and also ideally try and dissociate the business revenue from me having to show up and continuously film YouTube videos.
So I guess those are our two main things.
Grow revenue, but do it in a way that doesn't necessarily require.
Yeah, allows me to take a month off without the business then tanking.
Yeah, for sure. Where's the revenue breakdown?
Like for sales versus other stuff versus what's it?
Where's the revenue that 5 million come from?
About 2 million ish is from our content, which is sort of AdSense on YouTube videos and sponsorships.
And the other 3 million ish is from course sales.
And so last year, the only course we had was our part -time YouTuber Academy, which is just a single product.
We were doing that as a life cohort for about three years.
And then last year we switched it to Evergreen.
We did a final cohort, did a big launch, did 2 million for that launch, which was nice.
And so we have that as $1 ,000 self -paced course now.
And we also have a 5K a year kind of coaching program for YouTubers, our YouTuber accelerator, where my team gives people one -on -one support for growing their channels.
We think 5K for 12 months is probably way too cheap given how much of a nightmare it is to fulfill on that.
So we're now thinking of turning that - And other people charge for something similar.
Yeah, because we were feeling like, oh, we need to give so much value.
And then we're like, ah, crap.
We've sort of signed ourselves up for this 12 month thing.
So we're thinking of turning that into like 5K for three months, which feels a bit more reasonable.
We're thinking of turning our YouTuber self -paced course into a $1 ,000 a year community membership type thing.
We're thinking of maybe adding a $300 product.
But then a month ago, we created a new value ladder for productivity, which is the thing that I'm known for.
It was a bit accidental that we ended up making all this money from YouTube because I'm not known for the guy who teaches people how to grow on YouTube.
That's not my shtick.
My shtick is how to be more productive.
So we launched Productivity Lab, which is $1 ,000 a year membership community.
And we sold 500 spots within 48 hours and we capped it at 500.
And that's been going for a month now and people love it and it's great.
And so we really want to scale that up, but without like diluting the quality of the community by having too many people in it.
We're thinking maybe adding like a one -on -one productivity coaching offer on the backend and maybe a sort of $300 course above sort of at the top of the value ladder as a way of getting people in.
So I'm just through a lot of that.
I see, if any of that makes sense.
100%. Now right now, so basically each of those you sold during a launch, right?
So you did a launch, I guess they say emails, you were creating videos specifically for it and then it gets happening when you're launching those.
Yeah, so we launched, we start by building a wait list by funneling traffic from socials and from YouTube occasionally and from my newsletter into this wait list.
We build up a wait list and then we do like a launch sequence like 10 to 15 days worth of emails to that wait list.
And then that's how we do the launches when we were doing launches for our YouTuber Academy and when we did the launch for Productivity Lab.
But where I'd love to get to and I'd love to get your take on this is for me launches are quite a stressful way to run a business and when we were running life cohorts for our YouTuber Academy three times a year it was a real, fingers crossed this one week where we can get sales out of like a four month
period like let's hope we make enough money and that feels kind of stressful.
So I loved for the revenue to be a little bit more like chill, a little bit more recurring which is why we like the idea of turning YouTuber Academy into evergreen self -paced course.
Yeah, the launch game that people live or die by it because it's like sometimes they hit a launch they get three or $5 million in sales and then a year later they just launch again and this time it hits $100 ,000 in sales and like but they built up thinking it's gonna be as big as all that kind of stuff.
We had exactly that.
It stresses me out.
During the pandemic the course completely like printed cash straight after the pandemic it stopped printing cash and we were like, oh, oh, all of our projections were based on this continuing to print cash.
Money does not grow in trees, it's all kind of bad.
So I wanna avoid that kind of state of affairs.
So right now if you're not gonna launch those those sales aren't coming in.
So there are like, is there evergreen kind of working now?
Yeah, so we have one evergreen product.
Okay, so we have a, actually if I draw it out it might be, might be easier.
So we kind of have, nice.
Oh, my stick pens. So we have our sort of YouTube value and we have our sort of productivity stuff.
So on the YouTube we have a $1 self -paced course which upsells people into a 1K self -paced course which in theory gets people to apply for the 5K 12 month program.
But we've - You said apply, so you can call them on phone to sell it or what's the cost?
Yeah, we had a sales guy.
So they would apply and then the sales guy would go and call with them and then if they were the right fit.
Great, we've closed sales for this right now because we wanna revamp the offer because it was a bit much.
So each - This is a dollar just for - Oh, it's like a YouTube for beginners course.
So roughly we get like, maybe I dunno, 200 sales a week of this, 200 per week.
And roughly 4 % of people take the upsell to the thousand dollar product but and overall the thousand dollar product we get like 20 to 30 sales per week.
So this is doing like 20K a week but I'd love - This is just evergreen coming through.
This is evergreen and this is currently closed because we are trying to figure out what to do with it.
And then this is the only means, is this like they buy this and it's like an upsell?
Like in funnel or is it happening?
Is there some other mechanism that you're selling this?
Oh yeah, so they could either buy this directly.
There's a $27 auto bump, thank you for that idea.
Of which maybe 30 % of people take that.
And then also they could just buy this directly.
So some, a handful of sales each week trickle in from the upsell but a bunch of sales come in directly from them just landing on the thing because this is really aimed at complete beginners.
This is how to get your first two videos out there.
Whereas this is more like the whole shebang like everything about growing on YouTube.
Yeah, okay. And then do you sell this through a webinar or just a VSL or - A landing page.
A really, really long landing page that really needs to be shorter but that's the only way we sell this.
Like is it copy based or video based?
Like what's on the landing page?
There is a video at the top but then there's shit tons of copy.
Why do you want to make it shorter?
I don't know, it feels like it's a bit too long.
Actually, interestingly our conversion rate on this landing page is about 0 .4 % or 0 .4 % conversion rate on this landing page.
So from person visiting landing page to sales at 0 .4 % which feels a bit low because it's mostly organic.
I mean we started doing paid a couple of months ago and I actually don't know what the conversion rate is of like paid versus organic.
So that's actually something to think about.
P versus O. And then are people like the organic side, is it, you have videos specifically promoting this or every video in your description your person is or what's - Yeah, got it.
Good point. So we have every video promoting this thing but also I have a handful of videos on my channel that are like how to grow on YouTube.
Those get evergreen traffic and I casually mention, oh by the way I've got a course and I think people are clicking on those although and we have UTM tracking but I haven't looked at it in a while.
So that's a good point.
Okay, I understand that.
You understand this?
And then on this end we basically have this 1K per year kind of community membership type thing which we launched last month.
The idea behind this is that it's like peloton for productivity.
So every day there's like Zoom co -working sessions, every week we're doing facilitated weekly planning, every month there's a session, every quarter I do a weekly, I do a quarterly webinar to plan your next quarter.
We wanna do in -person events and everything and all of this is 1K a year.
And at the moment we've got 500 people in this.
We've been doing it for a month, they're all really happy.
And we'd love to scale this value ladder and also this one to get us to this goal of 10 million in a way that doesn't require me to always be showing up in videos.
And the revenue from this versus this, this is?
This did about three million last year.
Okay. And this so far has done, well, 500K.
Oh yeah, 500K. Cool.
Which one you more passionate about?
This one. Really interesting.
I love talking about productivity.
I no longer love talking about YouTube.
This is our YouTuber Academy and so I'd kind of love to get to the point where, to be honest, my team is now more YouTube experts than I am.
I just like, it's so systemized, I just rock up and do my thing.
And so my YouTube producer was like an actual expert on how to grow on YouTube.
And so I want him to be doing like mini courses and webinars and stuff within the YouTuber Academy because he's like boots on the ground.
Our editors are fricking amazing.
And so I want them to be doing stuff.
I don't know anything about video editing anymore.
So it's like, yeah.
Whereas this productivity is kind of my jam.
This is what I enjoy.
Was it hard to sell the $1 ,000 a year thing?
Yeah, so we had a wait list of like 30 ,000 people.
So they signed up before they knew what the price point was.
And we did some post signup segmentation and found like 70 % of them were making under two random months so they wouldn't qualify for the product anyway.
But no, we sold 500 within two days.
Within the first like 10 minutes we got like half the spot sold.
So it seemed like there was a lot of demand for this offer but also my whole stick is productivity.
We've got like 5 .5 million subscribers for productivity and this was the first time we've released a product other than my book, which is about productivity.
So, yeah. Very cool.
And then did you close down signups for that or just - Yeah, this is closed.
And we're building a wait list.
We've been now got 50 ,000 of the wait list for this.
But again, like our post thingy segmentation is a bit dodged.
So I don't exactly know how many of them would actually qualify to buy this product.
And you make them qualify by how much money they make or by what?
One of the questions is how much money do you make?
And that's helpful.
Do you only sell people who qualify or you sell it to anybody?
As in we sell to anyone, but it's more like, cause it's a low friction sale, they can just sign up.
But I'm assuming that if someone makes less than 2K a month, they're not gonna buy this.
You'd be blown away.
Really? I'm also assuming that if like, outside of the US, the UK and Europe, they're also not gonna buy the thing.
Which kind of broadly holds to like 70 % of our customers are US, average age is 38.
So they all have jobs slash entrepreneurs.
I'm gonna tell you a funny story about Hermosy.
So Hermosy shifted from going out and doing gym launches for people.
He started selling the license to his product.
The very first phone sale he did, he sold it for 6K and the guy was like, done.
And he's like, oh, so then the next call, he's like, it's 8K.
And the guy's like, done.
He's like, oh, so the next guy is like 10.
He kept going up till eventually it landed.
I think it was like $36 ,000 a year to sign up.
But the crazy is the average gym owner only takes home $25 ,000 a year.
So they're paying more than their yearly take home for this thing because they believed it was gonna help them to make more.
So anyway, just from a pricing standpoint, people will buy what they want, not what they necessarily can afford or need.
Anyway, and price elasticity is huge, especially on something like this, where if you have someone launch a YouTube channel, how much money a year could or should they be making off a YouTube channel?
Oh, if it's big, then stupid numbers.
Yeah, but for an out of state average person, someone who's like, the person who's coming in here and starting like, what do you think year one?
Like nothing. I think for beginners to YouTube, YouTube is not a make money scheme.
It's only make money scheme for a very small number of people.
Most people - Is this position as a make money thing or is this position - No, it's positioned as a, will save you time on the journey of growing a YouTube channel.
Maybe you'll make money, maybe you won't.
But I guarantee in two years, if you do it every week, it'll change your life.
That's our whole pitch.
And our most common customer is the 38 year old accountant who always wanted to start a YouTube channel because she has a passion for knitting and wants to share that and doesn't really care about making money from it.
And of course, if she made money from it, it's a bonus.
So that's about 70%.
These want to talk.
Yeah, they just love it.
And the 30 % is like, I'm an entrepreneur, I've got an offer, I want leads, help me out.
We also sort of in the background, we're trying to do like a 10K a month thing, which is sort of done for you videos, where we have, I think your friend Ryan Dice as our first client.
Oh cool. So we're working with him to try and do done for you for his YouTube channel.
Like he is filming and editing or just editing or what?
So he's filming the stuff and then we're doing all the editing, the titles, the thumbnails, the whole shebang.
So one of my team members is sort of leaning on this and trying to grow this as a mini agency.
Yeah, that's really cool.
That's a bit of a experimental one.
You see if you like that business.
Yeah, we'll see how it feels.
Okay, awesome. So with any business, there's like a thousand things you could do.
Someone's looking like if this was mine and if I was to say about this company from you tomorrow, it would be the first thing I would do.
And so I think the, I mean, I think I would focus here first because there's a bigger revenue and I feel like also right here, you're not ready to turn this into 5 ,000 people, right?
Because you're saying you're nervous about just the fulfillment and keeping the community.
Yeah. You have a thing, you wanna make more money, but you wanna keep the community small.
It's like. Yeah, I want to.
It's a weird. Yeah, so I want more people to come into this but I want the experience, I don't want the experience to be diluted.
We're trying to figure out ways to do this.
Do we do quarterly launches where I do a quarterly planning webinar and then we do a 90 day cohorts so that then they're in a smaller group of people and so they feel as if they're a part of a small group.
We're thinking of splitting them into Harry Potter houses within that.
So there's another smaller group.
And so if we can nail, how do we cut this community into smaller groups that they feel that personal connection in, then this can really scale.
We haven't nailed that yet, so we're still experimenting.
Our next cohort for this is launching next month and so we're gonna let in a couple of hundred more people and experiment with this 90 day model and just figure out how do we get this to scale without it ruining the experience.
Is there a progression over time inside of here?
Like for your program, is it like they're trying to get to this level and like even as a progression in it or is it more circular?
It's so the idea, the promise is we'll help you double your productivity.
And so we do a survey at the start and a survey at the end and like actually we're actually pretty close to doubling people's productivity.
It's just doubling in just a month, which is kind of nice.
But it's sort of like, it's not like it's gonna take your business from 10K to 100K.
It's more like, hey, these are just generally useful habits where every day you rock up and do some deep work, every week you do a weekly review and it's just a thing that keeps on going.
These are stuff where like, the reason I'm asking is like, I don't wanna solve this problem if there's like a progression, if I, okay, someone comes into this and they're gonna go through this and then they're gonna graduate or get a certificate or something, right?
They've accomplished this, now they're gonna move to the next step and like there's milestones.
Is there milestones that someone can progress through or is it more circular?
It's just like, you keep doing the same thing.
It's more circular.
It's more like a crossfit, like exercise classes.
Yes, you could go to the, I mean, ultimately, fundamentally, you keep showing up to the exercise classes.
Yeah. Terp, stain, shape.
Okay. Into that sort of idea, but for productivity.
Gotcha. Okay. There's probably some reason, my biggest fear on this one for you is like, what I've noticed is people, if there's subconscious blocks and growing something, they won't grow.
And so like right now you have a subconscious block because you don't want to mess with the community.
And so for you to go from 500 to 5 ,000 members would not be hard technically.
Subconsciously you're gonna fight it because you're like, you know what I mean?
Interesting. So yeah, usually it's almost always psychology that keeps people back very rarely tactics.
Okay. So that would be the thing is like, I think if you can fix that problem, then that one will open up.
Yeah. So like the way, again, I don't know the answer, but like we're doing this right now in our certification program because we had the same thing where people are coming in and all of a sudden we're selling it throughout the year.
So you come in and you have someone who's been going through the program.
They're a great funnel builder, doing all sorts of stuff.
But then the problem is like, a brand new person comes in and they're asking questions and the person who's been doing this for a year and a half is like annoyed by this whole thing.
And so the way we're restructuring ours and it's really, really cool but it's based on there's modules and milestones, right?
So I look at a timeline here where it's like you come in and then this is the first milestone.
So in our world, it's like, you make your first 10K as a funnel builder.
Then the next milestone is 50K, and there's a 100K, and then there's a million, right?
So there's these goals we're moving towards.
And inside there, there's these little badges that people have to do to get the next goal.
Nice. And then what's cool about this is we have a process where it's like, when you first come in, you have, you was like the, or me or like the guru teaching, but then internally there's mentors.
So people who are past the 10 ,000 mark, they're like part of their role to get to here is like to become mentors.
So they're coming in and instead of being annoyed, like, oh, this person's a beginner.
They're like, hey, I'm gonna mentor.
So they help get somebody to the spot.
And as soon as you get to the spot, then you get the new mentors who have been here, but then you also become a mentee for people who are behind you.
So now there's like, they're always there.
That's cool. They're moving towards, but also pulling back.
And then what's cool is then they can keep dumping people in here and they're going through this.
And when someone's on a call or question, you're like, oh, well, I'm on, I'm on level three right now on level four.
Then they know exactly where they're at.
And then you or the people not to help them like, oh, I was stuck level three too.
Biggest problem is you gotta figure out how to do, blah, you know, it helps move the progression.
So this gives you the ability where you could have 5 ,000 people that doesn't get overwhelmed with the community.
If you can figure out some version of this for years, I don't know exactly what it looked like, but.
Nice. Until you're pumped about getting 5 ,000 people in there, it's gonna be hard for you to get more than that.
You know what I mean?
Yeah, because right now, if we 10X it overnight, I'd be like, oh my, oh fuck, uh oh.
Your subconscious mind will definitely burn that to the ground before it lets you get there.
Okay, interesting. So once we nail, yeah, nice.
Something like this, milestones, small group experience, something like that.
At the point where I feel like, hell yeah, we can scale this to 5 ,000.
Then it becomes a lot easier to do.
Cause it's not, yeah, there's always like, it's either a math problem or a drama problem.
And like - Is it a math problem or what?
A math problem or a drama problem.
A math problem we can solve with like, okay, we just create a funnel, drive some math.
You know, that's easy.
The drama problems, it's not real, but it's in our heads.
And that'll sabotage us solving the math problems, right?
Ah, you know what I mean?
So, so that'd be like solve that.
Then we can talk about the funnels there.
This one, I feel like, this seems like it's all in place where like if you went to 200 a week, you wouldn't stress out.
No, I would love that.
Yeah, you'd be fine.
So this is the easier one to solve right now.
Cause this is just math problem versus this is a drama problem.
Interesting. That's fun.
I'm going to label this.
This is great. I have never heard of this framing of it before, but that's cool.
So this is math and this is drama.
Solve the drama and then we'll do the math.
That'll be. I got it from Brooke Castillo, who's like the greatest life coach of all time.
She came to our audience to start talking about that.
She did math or drama.
And it's funny cause we did a whole Q and A and people stuck and every time they come in, it's like, okay, before I answer this, this is a math problem or a drama problem.
And they're like, it's drama.
Okay, let's just solve that because it's not real.
It's just psychology versus like actually solving.
That's really, really good.
So okay. So let me go back to like kids math problem we're gonna solve is just this.
Cause everything else is all, you know, you had to raise this to like 15 K or something, but that's the biggest thing is like, this is the bottleneck that if you fix that, cause if you get 20, 30 week organically off of 0 .4 % conversion rate.
Yeah, you, if you fix this piece, that becomes 200 weeks, not hard.
Cause you're going to still get the organic and then it gives you the ability to try on ads.
So she gets to see this page.
So this page right now, I'm assuming you're saying it's like video sales letter of you selling it.
Yep. And then long for long, how long, how long is the page?
Do you think like tens of thousands of words?
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We've just recently, we're working with a CRO agency.
They've, we've installed Microsoft's hot jar equivalent, whatever it's called, found out what areas that the heat map are like more, okay, cool.
Some of the testimonials are outdated and the graphs, the growth graphs that we have are outdated.
So there's basic things that we can do to like tweak that.
So the bigger thing is, I'm sure the way you should optimize this, usually optimization can go from 0 .4 to 0 .6 or something, so it's not like, it's not a radical shift.
The radical shift is like shifting the funnel the way you're actually selling it.
Because selling a $1 ,000 offer through a video sells in a long four page is like a less, it's a tool, but it's not the most effective tool.
Oh, okay, what do you mean?
So shifting the tool is how you do like, for me to sell a $1 ,000 in our course, there's two tools that are like the best in the world to sell $1 ,000 in our course.
And one is a webinar, one's a challenge.
And so it's shifting the tool.
Because on a webinar, if you get people on a webinar and they watch the presentation, if you're like, if you do a good webinar, attempt some people who come to the webinar will buy.
So it just, it changes the math of it all, right?
And are we talking like live or are we talking about fake live or are we talking about?
The very first time is live and I do it live a few times till you master the pitch and then you transition.
So for example, I watch ClickFunnels, the very first, we tried six different times to launch ClickFunnels, and I was trying sales letters, I was trying the wrong, the tools that work but not well.
And I was trying to think of the thing.
And then like four or five months into ClickFunnels, I got asked to speak at an event and all the older versions I was selling, just like a trial, like sent for a trial and it was costing us like two, 300 bucks to get someone to sign up for a trial.
It was just like, it wasn't working, right?
So my friend's like, hey, come speak at my event and I want you to speak.
And then at the end of your presentation, I want you to sell ClickFunnels.
I was like, nobody's buying ClickFunnels.
He's like, well make $1 ,000 version that you can like, you can bundle it together and then make an offer.
So I spoke at his event, did the webinar and in a room of 300 people, we signed up like 100 and something people.
I was just like, oh my gosh, this is amazing.
So I did the webinar, it wasn't webinars, it was on stage, but I did the presentation and it crushed.
And what was interesting is when I was leaving the hotel to go fly home, I was in the lobby and there was this lady around to me, she was like, oh, your presentation was awesome.
She's like, the problem is like, I'm a coach and so I can't use ClickFunnels.
I was like, what do you mean?
And she's like, well, during your presentation, you showed how you use funnels to build a supplement company but I don't have a supplement company, I'm a coach and I can't use ClickFunnels.
And I was like, I have coaching funnels too.
Like you have no like, this works for coaches.
And she's like, are you serious?
And she had no idea.
So she ran back into the event room.
It was stolen on another day and she grabbed one of her friends, they grabbed order forms.
They came out both of them handed me an order form.
I'm like, we had no idea this would work for coaches.
I thought it was just for supplement people.
I was like, oh my gosh, like I need to mention the fact.
So on the flight home, I take my presentation and I added in like a like two or three slides, like, hey, if you're a coach, this is how it works.
And if you're a, you know, if you're this is how it works.
So I could tweak the webinar a little bit.
So then when I got back home, I started lining up webinars to start doing more of these webinars.
And I remember the very first day back, I had two webinars lined up.
So I did a webinar in the morning, I think I had like 600 people register for it, did the webinar and we did like $30 ,000 in sales off the webinar, which is not bad.
I was like, this is pretty good.
But then before the next webinar happened, I had another webinar that night that had about the same amount of people registered.
And my business partner Todd, he went and he exported all the questions from the first webinar.
And he was like, hey, just you know, a minute 12, everyone's asking this question, they're confused.
I was like, oh, I looked at my slides and I'm like, oh, I can, so I just resolve that, like I added, right?
Then he's like over here, they were confused.
So like we found all the sticking spots.
And so I found all those things, in the offer, they were confused about the office, we tweaked that a little bit, we changed some stuff.
And then I did a webinar, same size audience.
And that time we did over $100 ,000 in sales.
And I was like, dang.
So then that and then Todd exported the questions again.
We did that 70 times.
70 webinars and over, to the point where it got so good, like I can do the webinar by memory now.
But like every concern before it came up, I was able to resolve it.
Like if you watch, it was just like you had to buy.
And so long term, definitely evergreen, but short term, like you gotta do it at least three or four times to go through that process and just figure out what those things are.
Cause the first time you never know until, but the audience will tell exactly like, where they're confused, people are, yeah.
So for me, that's what I would do first.
I would like, let's create a webinar, sell this $1000 on our course, and let's do a live one to your audience, we test it, in fact, I literally just did this right now.
Last week I did a new, I bought salesfunnels .com.
So we did a webinar there, we had 10 ,000 people register, did the webinar, found the mistakes, tweaked it all, and then that was last Thursday.
So today I'm doing it again.
We got 4 ,500 people registered for today.
I'm gonna do it again, and then we're tweaking again, and I'm gonna do that three or four times.
And then we'll have the evergreen version, then we'll turn it on, and then we'll have 30, 40 ,000 people want to watch that webinar for next two or three years.
We just keep driving traffic and it's just crushing thousand sales.
So the ads are getting people to the webinar, and then you're just sort of measuring the effectiveness of, and that's figure out your.
And you figure out, okay, it's gonna cost me, you know, $10 to get some registered webinar, from there we get 30 % show up rate, and 30 % show up rate, we get 10 % to buy, and the follow up sequence usually will double the sales, and so you just look at the math on that, and say, okay, cool.
Right now, we spend $10 ,000 a week and we make $30 ,000.
So then you start, then you can go to $10 ,000, $100 ,000 a week, make $300 ,000, go to a million a week, you know, it's just ramping up the equation, just like a slot machine at that point.
You like put money in, you get it back out.
But that's the magic.
For this, like, that's the best way to sell this, is creating webinar and just doing it three or four times.
Once you're an audience, once it's gold ads, it's traffic and then you perfect it, and then now you evergreen it, and then moving forward, like that thing's just selling for you 24 hours a day, seven days a week.
Dude, that's sick. Can I do webinars and click funnels?
100%. Sick. You better do them and click funnels.
They don't work anywhere else.
Okay, don't be about challenge.
How does challenge work?
The challenges are very similar to webinars.
Webinar is like, traditionally, it's like a 90 -minute presentation.
So everything's coming, register, 90 -minute presentation, you make an offer, make the software at the end of it, and then there's the whole follow -up sequence and all that stuff.
Challenge is like, traditionally, we would do a three -day challenge or a five -day challenge.
It's the same script as the webinar, but instead of, if you look at my webinar script, it's basically, this is the clock.
So this is an hour, so I'm gonna do, I break it down into four quarters.
There's four things you teach during the webinar to break false beliefs to get them to wanna buy, and then the second half, you're gonna do 30 minutes, which is like your pitch, right?
And so it's a 90 -minute presentation.
With the challenge, it's the same structure, but it's broken up by day.
So day number one, you do basically this part and this part.
Day number two, you're doing this part.
Day number three, do this.
And day number four, is this.
Is this kind of broken up longer form?
So it's nice for educators, because you get to teach, like here, I have 15 minutes to talk about this.
So you've got an hour, or hour and a half, to get more teaching time.
You get more time in front of people.
So challenges work great.
The only downside of challenges is like, I dunno, doing a five -day challenge, five or six times to perfect it is a lot of work.
And it's harder to ever -green a challenge, just because there's more break -off points, right?
There's people registering, and people show up day one, but not day two.
And then day two, there's more breakage points.
Whereas here, I try to get, I try to max.
So I'm a webinar guy, I love webinars, I can maximize some people showing up and selling, and I can control this and tweak this a lot easier than a challenge.
But we have people in our community who just kill challenges.
So they're both good tools.
It just kinda depends on the style, you like better.
That's very interesting.
And if we turn this into a 1K for 12 months type offer where you get access to the community as well and events and stuff, it's the same thing.
My webinar is better to sell a 1K product.
100%. Yeah, that price point, selling a thousand or off of just a straight sales base is very hard, one of the hardest, so 0 .4 % is not bad on a thousand dollar offer.
I was like, that's not even bad at all.
Okay, cool, that's useful.
Yeah, because the conversion rate on this one is like 20%, because it's a $1 product.
And I'm like, 0 .4%, I heard industry average was 1%.
Surely you can double it.
That kind of thing.
That was a $1 ,000 offer though.
But then the other thing is like, what's cool is someone registers for webinar and they go through.
So I keep looking at my webinar sequence.
So the way I do it is we start the sequence over every week.
So there's Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, Sunday.
And so this is the sequence, right?
So we do is we buy ads Monday, Tuesday, Wednesday, and half a day Thursday.
And then Thursday I usually perform my webinar.
It doesn't have to be Thursday, it can be Wednesday.
For me, for my audience, my time, I figured I found that's been like the best time for me.
And then that's done, and then what happens on Friday, then you give them a replay, Saturday.
Then what I try to do is I try to think about different modalities, right?
Everyone consumes things in different ways.
Some people like watch YouTube videos, some people do like podcasts, some people like to read.
And so I'm trying to give them different modalities.
Because some people are gonna show up live, some people will never show up live, right?
So you might get 20 to 30 % who actually show up live.
That means 70 % didn't, right?
So then I'm targeting the other 70 % like, give them to watch a replay because they just want it on their time schedule, right?
So then they have a day or so to kind of go through and like watch it here.
On Friday, then Saturday, I start shifting, what are the modalities?
I'm like, oh. The way we position is like, those who didn't have time to actually watch the webinar, I got a clip notes version of the webinar, you could actually read the whole thing.
And I'll send them to this page right here.
So this becomes like, this is the clip notes of the webinar, so they can watch the shorter video, read it all, and so what happens is you start picking up a lot of people here.
But most of them already went through the sequence, so the conversion will go up no matter what because there's so much pre -framing to happen here and here.
Then you get people to read us, and there's different modality people who buy here.
And then usually Saturday and Sunday, this is where we try to bring in urgency Sunday and then even Monday.
And so what happens here is then, we have urgency and scarcity, so basically it's like, this campaign shuts down Monday at midnight, and so you got to Monday to decide to go all in.
So it goes down there, and then Monday at midnight, the offer closes down for everyone in this cohort.
And so if they click on the links after midnight, it redirects them back to the registration page, they can go re -register, but it starts the whole sequence over.
But it does close out, I can't buy any more.
And then Monday, we start back over, new ads, new funnel, start driving traffic, and then just keep it going through.
Bloody hell. And so can people then buy this evergreen?
Oh, okay, so they can, but also?
But it's, because people always say, why do you close it down in the car if they can still buy it?
They can, it closes down like this sequence, like the sequence closes down and the offer disappears, like you can't buy it through this funnel.
If they want to go, they can go find this page, they can buy it, they can go re -register and go through the whole sequence again.
But it's legitimate urgency and scarcity that we close this down at midnight, where it's like you can't, you can't buy it.
So this happened last two weeks, or last week we did the web, and we had 10 ,000 people register.
As soon as Thursday started, we turned off the registration page for the next week, boom, and so, what's been happening is last week Thursday, Friday, Saturday, Sunday, Monday, two, like people are still registering from the ad.
So we had 4 ,000 people that line up for today, and then we'll hit that one, and so today the flip to the registration page, it just keeps rolling and keeps rolling and wow.
That's so cool. And then, do you connect these up to your CRM through ClickFunnels and stuff as well?
Yeah, ClickFunnels is the CRM, so it's all tight.
Oh it is, fine, it's all tight.
We're in everything with Funnels, yeah.
Nice. Yeah, that's so cool.
And that's kind of it, and then, I said, you can still do YouTube videos and push to like, hey, go watch my web class about whatever, which is great.
That's kind of a nice pitch, because it's like a free thing.
Yeah, free web class.
And then from an ad standpoint, like putting ads, webinars on ads is the best way we do it.
We can, of all the things we drive traffic to, the thing that's most profitable to pay to ads or webinars, because we're making more money back here, right?
But also we get so many leads coming in, because, yeah, damn.
And the other thing you can do is, that also is like this right here.
So when someone registers for the webinar on the thank you page, you go, hey, by the way, go get my dollar thing.
So you'll start selling tons of these too, just by having in the sign up flow.
Okay, question. Should we have a $300 midpoint between these two things?
Because we're thinking of making this $1 ,000 a year as like a thingy with like all of the stuff or like a lighter version of like the YouTuber operating system for 300 as a self -paced course.
Yes, I say yes, but where you position it in your sequence is key.
Like you still want, like this would still be the thing I'd sell on the webinar, because it's got a highest price point, easiest for you to make money back and be profitable.
And then what we typically do is, after the campaign closes down for them and Monday at midnight closes down, then Dean Gross, the OC and Tony Robbins do this the best, they call the no customer left behind campaign.
So when Tony and Dean do the big launches and they close it down, a week later, they message everyone like, hey, I hope you enjoyed the challenge of the webinar.
If you did enjoy it, if you signed up, congratulations, excited to work, if you didn't, we don't want to leave anyone behind, everyone will leave with something.
And so they have this other offer.
So the offer they put out, it's TonyRobbinsInnerCircle .com, it's like a hundred bucks a month and you get a Tony Robbins lucky hat and you get whatever, it's a hundred bucks a month.
And they send everyone to that after the sequence is over and they do like, I can't, they do like $89 million a year off of this.
This offer that's like on the backside of it.
So what I would do is, after you've gone through this, you're gonna have your best case trying to get this, then when the campaign ended, I'd come back and say, hey, for those who weren't able to get started, we made this really cool thing, maybe you could afford it.
This is something that you started and you blah, blah, blah.
So that's where I would position that in the sequence.
So that's how I, well, when it comes to ads, but like, let's say if someone, if an organic lead from YouTube were to go to YouTuberAcademy .com or whatever, would you show that, hey, we've got 300, we've got 1000, we've got apply now?
Like in your description, you mean like, or?
No, just like, like on the page, on the, like, if you go on YouTuberAcademy .com, like, hey, welcome to YouTuber Academy, we have these three things for you.
We've got a 300 thing, we've got 1000.
We've got a 5K thing.
Is that like? I think that's fine for organic, but in the paid role, no one ever sees that.
You don't, they always.
Oh, they only see the phone.
They always see what you pointed to, yeah.
So yeah, I wouldn't have any problem with that somewhere else, but again, I'm not as good organically.
So none of my people would ever see that.
Yeah, fair. It'd be hard for them to find it.
Like, but. Yeah, this is the thing.
So like, even with like Brendan's stuff, like I signed up for his experts Academy through an ad, and I was trying to find it on Google.
I was like, why does he make it so hard for me to pay money to him?
Cause I'm trying to recommend it to people.
And I'm like, I literally can't find the URL.
But yeah. That's why we're gonna be a control, control the buying situation, right?
Cause you think about socially of all this chaos, all these people, and it's like, for me, it's like, hey, take chaos or ads, whatever.
It's like, I need to move them to a spot where I'm controlling the conversation.
And that's cool about the funnels.
It gives you the ability to like, slow things down and take them through a logical sequence of events you need to be able to make the argument for why didn't you buy your thing and all that kind of stuff.
Okay, I always struggle with this.
So but Jacob, who's our head of marketing, will often, he's been pushing me to do webinars for ages, and he'll make the slides.
And then when it comes to the sales bit at the end, I like blitz through it, and I like my energy towards it.
It's very like, oh yeah, but you don't need to buy the thing.
It's all good. And he's like tearing, he's like, bro, what are you doing?
You're such a content developer.
You don't want to sell like that.
Yeah, any tips? Yeah, that's really funny.
Yeah, a lot of people struggle with that.
I mean, there's two things.
There's the math and the drama, which one you want?
I think of the drama problem.
So here's the drama.
The drama is people feel uncomfortable selling because they feel like they're doing something wrong or they're like, I'm doing this to you, which is like what keeps people late.
And so especially with really good content developers, like they've been giving you so much content for free forever.
And as soon as they're asking specifically for you to do something, it feels awkward.
So the big thing is just, I think really understanding that like, at least my belief and what I've experienced, like if people don't pay and they don't pay attention, like they get free stuff and they feel good, but then the people who actually do something, it's like a funnel, like the number of people
who actually do something smaller or smaller, like the people in my world have had the most success are also surprising as people who invest in the most amount of money because they pay, they pay attention, they keep showing up.
And so I realized for me, it's like, I always people I'm serving and I love these people I care about them and want to be successful, but if I actually want them to be successful, I have to convince them to make an investment themselves to get them off the sidelines and into the game.
Right, so that's the thing.
So like when I believe that, and it's not just like lip service, but like I subconsciously believe, like if I don't convince this person to buy, then I can't actually help them.
Then it shifts everything.
Like I'm speaking at the stage and I'm selling, I literally pray before I go out there, like, please help me to have the ability to convince these people so I can get them, it's like actually be successful.
Like I can't do it just by giving them free stuff because they're not going to commit.
It's like I need to get them to do something.
So this is, so for me, it's like, it's no longer hard for me to sell because it's like, as much as I love and care of these people, only way I'm actually going to be able to get them to do the shifts they need is I have to get them to invest themselves and they won't.
So that's the biggest problem, that's the drama.
It's like, you gotta convince yourself of that.
And then the math is just like, here's how we structure it.
We have to structure it, you know what I mean?
Does your guy, does he do his pitch side similar to how I do mine, like stacking, something like that?
So the biggest thing is like, the people have seemed better uncomfortable with it.
It's the ones who are trying to be me, or they're trying to, like there's a way to make it your own.
That's not me, right?
Like I have my method and some a lot of people like try to do my way and they're like, I feel so uncomfortable, like yeah, when you're not me, like the psychology is there.
The psychology is like, you're making them offers and you're making it offer, right?
And there's a value to each thing.
And if I show you, like, when I was like trying to learn how to speak from stage, I went to every, I went for four or five years.
I was going to two or three events a month, just like watch people speak and how they were selling.
And like what most people would do, I think we've transitioned a lot like, in the last couple of years, but most people do is they would like, they would talk about what they had to offer.
And they're like, the first thing you're gonna get is this, and then you're gonna get this and it's like, they share like, this is the thing that they have that's worth like $10 ,000.
And then this is the bonus that's worth $1 ,000.
This is my bonus worth, you know, $50.
And then this and they get, they get down to like, usually the last bonus is like the worst one, right?
And then from there, like so the price, you know, it's worth $5 ,000, but I'm only gonna charge you $1 ,000, right?
But the problem is the human mind, you probably know that's better than I do, but the human mind only remembers the last thing that it was told, right?
Especially in the moment.
So right here, I'm telling you that there's a $5 ,000 offer.
And, and, but all your members are like, that bonus you gave me is worth $5 ,000.
And then also you have this internal conflict, I'm like, it'd be here for $1 ,000, you're like, this thing worth $1 ,000, like they forget about the thing, right?
So the way the stack works, again, I do it more, more salesman style, cause that's my style, but if you're interested in psychology, the psychology is like, if you're making an offer, right, the first thing you gotta do is like, here's the first component of the offer.
And you explain it, you talk about, you show us why it's awesome.
And then what we do is we create a stack slide to show like, so the first thing you're gonna get is this, and here's the value associated with it, right?
So that's how much it's worth.
Then you're gonna introduce the next thing, right?
You talk about that, and then you come back, and then you have to stack it.
So you show the next thing, it's like, so what that means is you're gonna get this thing plus this thing.
If you have those two things together, this is the value of it.
Then you introduce the third thing, so on and so forth.
And then the end of it is you come back and like, then you have all of the things that you're gonna get in the offer.
And this is where you gotta introduce like, whatever the value is.
And then they associate with this, not this.
So that's the psychologist.
You can do it in a way that's less Russell Brunson, use car salesman, pitch man, whatever you wanna call me, You can do like the Ollie version, which could be different.
It could be as simple as like, not even using slides.
You could like print out a copy of the course.
Like, this is the first thing you're gonna get.
It's gonna be amazing.
Like, I'm gonna put it right here.
And this is the course I've sold for $1 ,000.
And then this is the next thing.
Like, you know, you can figure out your version.
It's just the psychology of like, of helping them see so that, when they see everything they're gonna get, that the price, the price differentiation makes sense.
And that way, when you drop the price, it's like, oh, this actually is a really good value.
You know what I mean?
Yes. I've seen people who have like, who've done it where they write out the things on a whiteboard and they cover a tape and they just pull it off.
Oh, that's what it's gonna be.
I see other people who don't do slides at all.
They're just explaining it.
They explain the parts and they show pictures of it.
You know what it is?
So just figure out a way that you feel comfortable.
Because you're just going to your friend and like saying, like, this is the cool, like, let me show you all the cool things I'm gonna give you for a thousand bucks.
And then, you think about that way, hopefully.
Yeah, like if I had someone looking over my shoulder and being like, hey, what's in the course?
I'd be like, there's this and there's this and there's a camera confidence course bundled in.
And also there's a credit credit course button there.
But for some reason, when it's on a webinar with slides, which I guess slides that someone else has made.
So maybe, yeah, hearing you say.
And you didn't even have to do slides.
I'm a slide guy, so I do slides.
Dean Graciosi, if you've watched him, Dean's got one slide and it's this one.
He does an entire thing, teaching, serving, doing his way, he does stuff.
And the very end, he's like, here's my slide.
And so it doesn't have to be, again, think the psychology.
It's like taking the structure and psychology of it and then making a version that's your own.
Especially like your people are coming off YouTube, like they're used to seeing you in a very similar line.
Like I would do it at your desk.
I'd have, you know, make it look like a YouTube video.
And just make it feel your style.
Don't do my style, do your style.
Yes, nice. Yeah, I think in my mind, I had to copy you because I've seen you do this on YouTube a bunch of times.
And I'm like, that feels weird.
But you saying that, oh, I can just do it my own way, suddenly makes me like, oh yeah, I can do it my own way.
Like yeah, I think I'm more the Dean style than the used style.
I was like, great. Like I've seen him do it as well and it comes across as very nice.
Yeah, it's like so friendly.
See, for me, it's like, I do it my way for a couple reasons.
It's like, when you teach, when you teach, you know, if I'm teaching for whiteboard, I'm freestyle, I'm going.
But I'm trying to sell, I don't freestyle because I have this very certain things I need to do.
So for me to remember where I'm going, it's all slide driven.
So for me, it's like the slides help me to remember the story and the thing and where I'm going.
So that's why I do it that way.
Some people need that or some people have their own style.
You know, like we talked earlier about YouTube.
You got your three things, like, you know, here's things that I cover, just follow that process and make it your own, you know?
That is very cool. Okay, next question.
This is absolutely sick, by the way, thank you.
One thing that, so we had a great chat with Ryan Dice and one thing we were talking about is, you know, I was saying this thing around, you know, we want to try and dissociate business revenue from me showing up to make YouTube videos.
The problem is sort of right now our entire company is, oh, whoops.
It's sort of like, you know, a lot of our company and they're sort of like the content team and then they're sort of like the commercial team which has these two courses, the YouTube course and the productivity course and we're sort of doing some software stuff on the side but we don't need to talk
too much about that.
What Ryan suggested was that think of sort of YouTuber Academy and Productivity Lab as like almost separate entities with Ali Abdaal media as like your content arm.
So that means the team for Ali Abdaal Media can just be focused on creating content and growing the email list and driving book sales, great, nice and easy.
YouTuber Academy team would have a head of growth and a head of product and they can, you know, Ali Abdaal Media can drive leads to this and drive leads to Productivity Lab but actually these guys are now trying to get their own like paid ads and stuff and having a dedicated head of growth for this thing
which is kind of kind of two million a year trying to grow to five and then this is probably gonna do like one million this year and we're trying to grow it to five.
This would also need a head of growth and a head of product and so then Ali Abdaal becomes just one of the lead gen channels for each of these two different products and by separating them out into their own mini businesses, mini companies with their own like ClickFunnels account, their own CRM, their
own landing pages or whatever, it means that these then become more saleable assets whereas no one's ever gonna buy Ali Abdaal Media.
What's your... I would buy it but you know, just kidding.
Yeah. What's your take on this approach of like separating out the different products into different sort of website assets?
I agree with that. My structure is very similar because I got Russell Brunson, I don't call it Russell Brunson Media but it's like there's me doing the stuff I'm doing right and then we've got like the ClickFunnels company, we have the Russell Brunson, they call marketing secrets with all my info product
businesses then I've got like Dan Kennedy's business we bought, I got secrets to success with my personal own business and each of those has their own team of like an integrator, operator who's running it and things like that.
Then we have like one, you know, just like you have like one content team, we have one ad team who are working across all of them though.
That would make sense.
It would make sense for ads to be like a shared service across the business, like media buying and stuff.
Yeah, it seems like HR is almost shared but as far as like your creates, like there's not so much focusing on the business, the growth, it'll just actually be in diar return.
Yeah, because we have like one marketing guy who was previously trying to grow like all the things and it's just like split focus.
Similarly we found for social media when our social media person is trying to grow all the platforms, they grow at a tiny rate.
When she focuses on just one thing, it grows massively.
Sort of like, yeah, the focus thing.
I keep on seeing this so often in business that I just, I always forget that it's a thing.
Yeah, for sure. Speaking a little bit philosophically, one drama thing I often run into is, this is a good distinction in math and drama, drama thing I often run into is, do I even need to grow the business at 10 million?
Like what's the point?
I've got enough money, like, am I just being like a capitalist pig, greedy, blah, blah, like, and then part of it is like, no, like I enjoy the game of entrepreneurship.
This is fun. I love talking about this.
That's so cool, I'm looking forward to like diving in and like thinking about these funnels and things.
Do you get this sort of drama with people that you coach and talk to?
Yeah, it's a different culture, so you think about it, America's probably a different culture than Europe, right?
Oh, yeah. I think you guys struggle with that more than here.
Where here it's like, cutthroat, like, you know, for capitalists, like, that's the American culture, but overseas, other places we work for clients is definitely harder, I think, sometimes.
I think, for me, it all comes down to like, the motives of it, right?
Like, if this is your game, like, you know, if you're an athlete, like, you want to be the best athlete in the world, right?
That's, you know, there's people who go on a team that are there, but like, they're not trying, but like, you think about this with, if you're a sport or entrepreneurship business, and you're an athlete on the team, like, what's the point if you're not trying to do something?
You know, like, yes, I don't have money.
Michael Jordan's like, yes, he won, he won championship, but like, but what else are you gonna do with your life, right?
It's like, I feel like we're on this, you know, the time we're here on the earth, it's a short period of time, obviously, but at the same time, it's like, there's a lot to do.
It's like, I spend time with my wife, my kids, and there's like, there's still like eight hours a day to like, do something.
Like, I can watch Netflix, or I can like, create something of value that doesn't, that like, fuels me, but it also like, changes people's lives, like, yeah.
I think when you, at least for me, when I started transitioning less to like, I gotta make $10 million to like, if I make $10 million, the amount of people I'm gonna be able to affect is double, like that fires me up even more so, just realizing that part of it, and then you start seeing the ripple
effect of that, right?
Like, when we launched ClickFunnels, that was one of the cool things, is like, initially it was like a vehicle tool for me and my business partner Todd to make money, and then we started seeing people having success, they were like, whoa, those guys are making money.
It became more exciting, like, look how much money these guys are making, and then the obsession became like, helping them, and then what was cool was like, then these people who were all small, and for they started hiring teams and people, and like, I remember one time we did an audit, we tried to
figure out, just of ClickFunnels active users, how many employees each person had, and it was like, on average like 2 .5, so like, that's 250 ,000 employees that have jobs because of the ClickFunnels ecosystem, right?
And then we started thinking about, I should look at each individual entrepreneur, like, Kaylin Poland launched Lady Boss, and they had like 1 .5 million women on the email list who were following them, they had like 100 ,000 active customers who bought their products, who lost weight, and I was like,
that one entrepreneur that affected 100 ,000 plus people, and he started looking at the ripple effect, how it starts going, and then for me, like, that's what fires me up more than 10 million, it's like, how many lives have changed because you did this thing?
Like, that's the more exciting thing, right?
And this actually, I'm going to caveat this, because this comes back to a question you asked like an hour ago, but like, the ads, like how do you create ads long term?
But like, if you start shifting, if you start looking at this differently, like, the first level of ads people have is like, them telling this story, like, hey, I'm Ollie, I'm successful, I'm gonna be successful, go watch my webinar, right?
Which is good, but then what's better is when you come down and you talk about, or your customer stories, like this is a much better story and it's a much better ad.
Like having this person come on and be like, I went through Ollie's course and blah, blah, blah, and it changed my life, did it, did it, it was amazing.
Like, you guys want to check it out too, boom, like that ad will outconvert you doing the ad, right?
And you get tons of these people all telling, like, every time you give some success story, you capture them telling the story and that becomes the ad which fuels the thing.
Like, we're talking about you have like 30, whatever Alex told you, 30 ads a month or whatever, like, it doesn't have to be you doing 30 ads, like get 30 people success stories and those people each create three ads, now you got ads for the next 90 days, right?
So it's like looking at that, like, there's like the first tier which is most entrepreneurs focus on themselves and then the second tier, which most people never get to is like the focus of the customers and then that becomes the success stories that drive the business to the next level and beyond.
So, anyway, it gets more fun that way because then it's like, we change something's life and you capture that.
So like for us when we started, I started realizing this, when someone would have success and they went to a combo club or something, like we fly them to boys, we fly to them.
Dan Arshorn, our team, he bought like a camper trailer and took like four months off and just drove around the country, people's houses to capture these stories.
We brought them back and they became a little mini documentaries.
They became videos, they became ads, they became like all this social assets.
And like hearing, you know, Gabe Schillinger in San Francisco, who was a musician, the fact that he never won a Grammy but he's got three, two combo couple awards on the wall, selling his music beats.
That's way more fascinating than, I sold a potato gun 25 years ago, let me tell you my story.
That's inspiring, that's fascinating.
And it opens up a whole new world of people.
It's also tough because like in our audiences, like people that like me, they don't like me, right?
Or they relate to me or they don't.
But when Caitlin Polin came and she did her whole story, like she's a female entrepreneur and also not broadly female entrepreneurs in our world.
When I had somebody else tell a story, like it brings different segments of the world in that may not relate with me or with you or whoever it is.
Anyway, so that kind of, maybe I hope we answered two questions.
Yeah, that's great.
Like what I'm getting from that is like actually, you know, in my mind I've been thinking, oh the goal is 10 million because various people have said it was useful to work back from a revenue goal.
But just changing the way, changing the framing of it more towards, no the goal is to change more people's lives with these products.
And like, yeah, sure the video is good and sure the book is good.
But like, really the people, for example, going through Productivity Lab and some of the people who've gone through YouTuber Academy have genuinely had their lives changed and are just like raving fans now.
And if we could get like more, like those are the people we're serving and shifting from that, I wanna get to 10 million revenue because it's fun and more towards, I wanna serve more people because it's fun and just nice and just like with what I do and I need something to do to pass the time.
That makes it feel a lot better and probably means that I'd be less subconsciously sabotaging myself on route to, yeah.
And then I guess the revenue takes care of itself.
You start taking these people and you start putting them on a pedestal and then other people aspire to that as well.
It's like, oh my gosh, like, so much like these are bringing these people on your YouTube channel, they're telling their story on YouTube channel.
They're like, oh my gosh, like if I'm successful maybe you'll have me, so they start working harder.
Like we started doing two Common Club Awards, people start seeing it, then they're all like, like I want that and they all started, they became more aspirational and started working harder because they wanted that thing too, you know what I mean?
Nice. Dude, thank you so much, that's been absolutely wonderful.
Any final parting advice?
Like we've spent a couple of hours together so you have a sense of like what my stuff is?
Any answer to feedback, any advice, anything you would say?
Yeah, I think the biggest thing, I said we just need the right webinar, the right funnel to sell $1 ,000 on our course.
Like you have so much traffic and eyeballs on the front end for free that I'm so jealous of.
And I think converting those people through a free web class will make you money.
But then again, the ability to turn ads.
I think scaling to an extra $5 million when you turn ads on is not gonna be that difficult.
The profit margins will shift.
You said, I think you said earlier, 60 % profit margin.
Like when you're doing paid ads, you're close to probably 25, 30%.
It's more, so just realizing that as you're doing paid ads, the profits shrink a little bit.
But I think getting to 10 million won't be like, so you get the ads thing working, you'll be able to scale past that a lot quicker.
Got it, that'd be sense.
Like remember when Hermos he first went in your circle.
The first call I was like, my goal fight made is 20 grand a month, I've changed my life forever.
I was like, dude, I get yelled by talking like he was, you know, he was gonna be insanely good.
I was like, if we're gonna make you 20 grand a month, we did everything wrong.
Same thing, to get extra five million dollars in sales, right now you're doing what?
Two product launches a year, and you're at five million, you know what I'm saying?
It is like you turn on every group and people can buy every day instead of twice a year.
You should at least get 10 million if you don't go aggressive with it.
If you go aggressive with that, I think you get 20, 30 million just by pushing it hard.
So, I don't know. Tom, thank you.
Oh, final question.
Any key hires that you think like important who's to help like facilitate this, at the moment we're working with an ad agency, but should we bring it in house?
We've got about 20 people on the team, about 10 on the content side, and about 10 on the course side.
I wonder, yeah, who are some key hires to think about?
That's such a hard, so specifically ad stuff.
In the short term, obviously you don't wanna shift your focus, like let me learn how to build a paid ad scene.
But over the long term, it's also tough like working through agency, because agency by definition is like you have a percentage of their focus and their time, which makes it harder.
Cause ideally if you had somebody who's in house long term, who's looking at all the content you're making right now, like how can I take that, how can I turn that into paid ads, right?
Because you're doing more content than anybody right now, you have so much out there, like every video you put out there could turn into four different ads.
You need someone who's able to see that, but agency not gonna do that, cause they're gonna come back and like, hey, we need, here's six scripts, and they're gonna give you that versus like someone.
So maybe seeing like somebody just, an ads focused content person on your team, there's only goals like watch what you're doing, and then from there, figure out what are the, what are the sound bites we can turn into ads to push to the course, you know, and like, and pulling those things out for an agency,
cause the agency is just not gonna give you the hands -on you need.
But in the short term, you also don't want to build an ad agency, that sucks too.
Yeah, yeah, yeah. So maybe like having someone on your team just focusing on like, on pulling the, that kind of stuff out.
And I mean, honestly, I would have some, maybe you already have this person as somebody who is in charge of the funnels, like watching it, optimizing it, tweaking it, looking at stats, looking at numbers.
Like, you know, it's funny.
I went to, I don't know if you Andy Elliott, he's very sales driven, I went to his office, he's got 90 sales guys and two people were in their funnels.
I was like, so fast that you come to my office, we've got, you know, one sales person and like 30 people working on the funnels.
Cause I'm a funnel focus, we're optimizing conversion in numbers and stats and I figure those things out.
So having someone who can do that, because the difference in getting your landing page conversion from 30 % to 40%, it doesn't seem that big of a deal.
Other than that means you get 25 more, 25 % more people that show up to every single webinar, which is insane.
Like over time, that's extra $2 million a year by just having someone focusing on that, right?
Or focusing on getting show upgrades or focusing on the clothes, like all those little pieces.
It's just like, that's like a little, you know, a little hinge that swings a huge door.
Cause so many traffic's coming in there and sales all the back end.
It's like having someone who's just focused on the funnel and the optimization of it would be, probably the one that I think would be really helpful for you.
Amazing. Great stuff.
Hi, man. Good session.
That was really fun.
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