Soowei

So, we're going to go over the second presentation. This is going to be all about scaling. To basically break it down, this definition of scaling is all about doing activities that have the least amount of work for the most result. That, that is the definition of scaling. Because the truth is there are millions of things you can do to scale. Millions, right? You can film better content, you can run more ads, you can do affiliate marketing, you can set up a referral system, but there's one thing that beats everything else that will make you the most amount of money, and it's increasing your prices. It's increasing your prices, okay? In the last six months, I've basically been able to go from charging $3,000 to charging over $20,000 for my consulting services. And as you guys can see, these are a few payments that we've got. We've hit a 30k day, and the reason why is because if you can have better fulfillment, you will increase client LTV which will make scaling 10x easier. It is the one lever you can pull that requires the least amount of work that will lead to the most amount of result. And so, your question you should always be asking in your head is how can I charge more? How can I charge more? And that should be the main question you're asking yourself. And so, I want to put this in, put this in real use, okay? A lot of you guys are charging around $4,000 right here. $4,000. Let's say you book 30 calls, you close 10 deals, your upfront assuming that you collect half, is around $20,000, and your cash collected after six months is around $40,000. That's not bad, right? A lot of you are charging around 4k, and your question is: How can I charge more? On the other hand, my average LTV is around 16k right now, so we've calculated this across the board. Out of the 60 clients that we've dealt with, average LTV's 16k. Let's say we booked the exact same amount of calls, the exact same amount of closed deals. The upfront is only twice. It's only double. $40,000, right? Assuming that it's half. But the cash collected after six months is $160,000 compared to $40,000. You may not see the return immediately, but in a six-month time span or a year time span, it'll be the biggest difference in the world. You know, with the same amount of input to book in the call, to close the sale, and all of this, we are profiting 4x the person that's, has a average LTV of 4k. So, I'll be going over the basically the two things that I focused on in order to charge over $20,000 for my services, and the goal of this presentation is to get you to add an extra 2k on top of your current offer. So, let's say you're charging 6k, how can we charge 8k? Let's say you're charging 10k, how can we charge 12k? You know, how can we charge more and bump up that price? And the two things I'm going to cover: the first one is marketing strategy to attract higher-ticket clients, and the second one is the complete fulfillment system in order to actually deliver results so that you can charge this amount, okay? So, here's what you'll be able to experience when you charge more: First of all, you make more money obviously, you get more profit. It's pretty simple. You attract higher quality clients. There's a, there's a saying when it comes to like dealing with actual service-based businesses: The person that pays $500 is going to be 100 times more hard to fulfill than the person that pays $10,000. Every single fucking time. Because the person that pays $10,000 understands that your time is valuable. You know, I've hopped on a few 1-on-1 calls where before I even start talking, these guys are thanking me for their time. And I knew I was doing the right thing when I hopped on a client call, and the guy was just like, "Dude, thank you so much, man. You, you're hopping on a 1-on-1 with me." And I'm like, "Bro, you paid for this." Like, what do you mean, you know? Like, you literally paid for this. And so, so many times, like, it's just the quality of client that you attract when you charge a higher ticket is just ridiculously, it's so much better, okay? And then the third one is spending more on talent and ad. Okay? So, before I even dive into that, I want to touch on this point: If you're making 4x what your competitors are making, you can outspend them in every aspect. You can hire better closers, you can hire better setters, you can hire better editors, you can hire better people to fulfill for your clients. Every aspect of the business, you can basically just outspend your competitors to attract better talent. And at this point, you guys probably know how important talent is. That's the main driver of scaling, you know, of growth. And so, now we're going to go into the marketing strategy. I basically found out, let me just stop telling people what I can do for them, and let me just start showing it. And so, what we did was, my number one priority these past six months have been to make the best product, provide the most account, provide the most accountability, and get the most case studies. Accountability: basically we're tracking every single client and holding them accountable even if it's their fault. Even if it's their fault and even if they paid us tens of thousands of dollars, we're going to still hold you accountable because you paid us. And so, we came up with accountability bot. You guys, some of you guys are using it, right? Which is great. One thing we also do, that you guys, if you guys want to charge more, these are things that you can do to actually increase your client results, we're tracking each client and the amount of calls they attended and the amount of calls they missed. And at the end of every single week, we come together, all our coaches, and we pinpoint the person that joins the most group calls and we give them more 1-on-1 support. Because we know that that person is way more likely to succeed than the person that joined zero. Correct? That's what it is. We also track how many times you post on social media. So, if we tell you to post a YouTube video once every five days and you post once every two weeks, we know that our time is not best spent with you. We know that our time is best spent with someone that actually listens and does post once every five days. We track all of this, right? This is especially important for you guys, especially if you launched a "done-with-you." Because the most important thing in marketing, especially in a sophisticated market, is proof. How can you show more? That's the most important thing. And so, the ultimate goal and the, the only way that you charge more, charge 10, 20, 30, 10, 20, 30k, is you have a fuckton of case studies. You have so much proof that it's undeniable that they, they need to work with you. That is the best way, okay? And here's what every single one of you told me: "Compared to previous programs, you're so much better in every aspect." Um, and it's not even close, right? I've worked so hard on the fulfillment. Some programs you guys have joined, I'm not going to name any names, but there's absolutely no community. There's no group calls. It's just outdated video modules. They throw you some videos and they throw you a CSM, and they call it a day. And their entire focus is all marketing, no fulfillment. It works. That model works, but I promise you it's short term. And eventually, the people that get burned by those people will eventually band up together and all kind of start this whole crazy like, you know, social media rant. I'm sure you guys have heard about, I'm not going to say his name, but there's a lot of, a lot of shit going on about that guy, right? Um, it's, it's not, it's not, like that's going to happen, and so eventually, the truth will always come out. If you guys have a bad product, it will come out. Because enough people are going to know about it to where, you know, like, they, they're just not going to, they're just not going to fall for your marketing anymore, right? And so, what this does is it creates a marketing moat. Because nobody else is focused on fulfillment, everyone's focused on the marketing, right? Everyone's focused on the marketing. If you double down on the fulfillment, you're going to have a moat that people can't replicate. Because if people want to charge the same amount as you, they don't have hundreds of case studies that they can leverage, so they can't charge as much as you, right? On our sales calls, what we do is we just literally show the wins chat, and because it's so up-to-date, people are just like, "Oh my goodness, like, I've never seen anything like this." And it's because of the fulfillment, right? So, people can't fake testimonials, which is why you focus on it. And while your competition focuses on the next paid ad that they're going to run, the next story sequence, the new funnel, they fail to understand that eventually marketing runs out and people will always go to the person with the most proof, the most data, and the most testimonials. If you understand this right now, it'll pay off for you so much in a year time span, I can't stress this enough. And especially in a market where everyone is getting more sophisticated, it's being, it's getting harder to sell, this is the way you stand out. It's the number one way you stand out, okay? Last month, we did a record $224k a month. We posted six client interviews that no one knew about. Six client interviews, and it's not a coincidence, right? So, this is the five stages of awareness, I want you guys to understand this chart. There's Unaware, there's Problem Aware, there's Solution Aware, Product Aware, and Most Aware. Unaware is that they're basically unaware of their desire, I wouldn't even focu- I wouldn't even focus on this, not, not of you guys are at this point yet. Problem Aware is that they know if they have a problem to solve, but they aren't aware of any specific solutions. Again, this doesn't apply to most of you. Solution Aware: they know there is a solution to their problem, but they don't know any specific products to solve it. Majority of your clients are in this boat, right? Uh, Product Aware as well, um, they know your products exist, but aren't completely aware of all it does, and they aren't convinced of how well it does. How well it actually helps them. Now, if you are dealing with a sophisticated market, 70% of your prospects get stuck here. 70%. They know you have a product, they know you have a solution, but they just don't know if it can help them. And then we got the Most Aware: they know of your product, and they know what it does, but they haven't gotten around to purchasing it yet. Your goal is to take people from Product Aware to Most Aware. That is your goal. And a lot of you are too concerned with focusing on the unaware people and the problem aware people, but the problem with that is that there's too many stages to go through. And too many of you forget that these guys are one step away from buying your service, that you don't focus on them. You don't show them what they can actually do, right? Too many of you guys are trying to just focus on the unaware people, but it's like that buying process is just extremely long, and so if you focus on the people that are closest to buying your service, that's when you make the most amount of money, and that's what we did in, in, in September. Client interviews are the number one sales asset in 2025 because what it does is it pushes people from Product Aware to Most Aware. That's what it does. I can basically just point out that every single one of you don't film enough client interviews. You guys have dealt with dozens of clients, have amazing case studies, amazing testimonials, but none of you guys are actually focused on showing that, right? And so, what we did was we just started showing it. I was like, let, let me just stop telling people what I can do, let me just start showing people what I can do. And so, we created this, and keep in mind these don't get crazy views. We got 3,000 views here, 4,000, 300, 1.8k, 500, 1.7, nothing crazy, right? And we just posted a ridiculous amount of client interviews. And that's when we made the money. That's when we made the most amount of cash, that's when we hit the record month, and it wasn't a coincidence, okay? The reason why I love client retreats, in-person meetups, is because I get to sit down with the client, celebrate their success, they get to tell their story and how it feels to actually make this amount of money. And for a lot of people, that's what people want. Nobody actually wants the outcome, everybody wants the outc- the resul- the, the feelings that are associated with the outcome. If you make 100k a month today, your lifestyle would not change. The only thing that would change is your feelings, how, how much better you feel about yourself. Because every single one of you are high achievers, you want to achieve your potential. The only thing that changes is your perception of yourself. You won't live a different lifestyle. A lot of you are already living your dream lifestyle. You're traveling whenever you want, you have nice clothes, you have a car, you have a nice apartment. Nothing changes. But it's the perception of yourself that changes, it's the feeling of success and feeling of fulfillment that changes, okay? So, that's what you show. But here's the problem: client interviews are fucking boring, nobody wants to watch them. Uh, it feels like a sales pitch, right? And very, very few people actually want to watch them, so here's how to make them compelling: You don't position it as a client interview. You don't position it as a client interview. You position it as: "Here's what he did differently to allow him to scale." They should not know it's a client interview until halfway in the video, and that's when they're already trapped, you know? Like, they should not know that it's a client interview, straight up, okay? Um, this is the title that worked really well for us: "He makes 137k a month with his consulting business, here's how." This looks like a podcast, if anything. It doesn't feel like a interview, that's how you want to position it as. Because the moment that you guys get these people to click, it's wraps, if they watch this video, they are so nurtured. And here's what you want to talk about: You want to talk about how he felt, you want to talk about the dream, and you want to talk about the transformation. That's what you want to talk about. And here's the structure that you'll follow: You need to have a hook that has a desired outcome that these people want. And so, in my scenario, it was 137k a month consulting business. For you guys, it may be how he generated millions of views, right? Um, for someone like Issin or Leo, you guys are selling sales coaching, it could be how this guy made 20k a month in two months of trying online sales, right? It has to spark curiosity and you have to have the desired outcome to spark that curiosity. Example would be: "How he built 113k a month consulting business and became an industry leader." Hyper-specific. If you are, you know, making around 30-50k a month, you're thinking to, in your head, "I want to be an industry leader. How can I become that? How can I do more?" right? That's what you're thinking. And then the middle is the emotional payoff and the why behind it all. That's what you want to start with. Before you even dive into a client interview and ask him how, how it was like working with you, ask him: "How does it feel?" Because that's what people care about. Nobody gives a shit that you scaled him. But everyone gives a shit about how the person feels, and everyone wants to feel that way as well, right? And so, the end is when you talk about the product. You don't talk about your product in the beginning or the middle, you talk about it at the end. And then you ask what he'd say to someone on the fence. So, this is the exact questions that I have in my phone or my laptop, depending on what I have. You guys can take a screenshot or a photo if you want. This is what I use. It's extremely intentional in the way that I designed it, and essentially, it focuses on problems, or how it feels, on feelings and emotion at the start, and then it goes into, you know, like, "What was your first impression?" all that type of stuff, okay? That's what you guys do and it should have, it shouldn't be like a script. The first thing I say is: fucking free flow, you know? Like, it, it shouldn't feel like you're asking a question and then he's getting an answer and then like, no, it should feel like a conversation. The best client interviews are the ones that feel like a podcast, right? So, this is just a framework you can follow that'll help you guys out. Another thing that I want to say is setting the expectation is much more important than getting the client the result. And what I will say is like when, this is a onboarding trick for you guys. There's clients that have joined me that have went from 5k to over $20,000-$30,000 a month. And their goal, or what they thought they could achieve, was 50k a month. And they were extremely unhappy. They were extremely unhappy, even though that we four, five, six x their business, they achieved record months, they're extremely unhappy, and I was like, "Okay, I did everything that we could to help this person scale, and this guy achieved, still a great case study, I mean he still 5x the business, why is he not happy?" The problem was I set the expectation wrong. He thought that was the norm, and even though that was, you know, like a, a good result, four, five xing your business should not be the norm, you know? And then I had this other person, I set the expectation the right way, he went from 5k to 7k or 5k to 10k, right? And, you know, it was only his first month in his program, and then we asked him like, "Are you happy with the program so far?" He's like, "Dude, I fucking love it." The guy made an extra 5k, right? He made an extra 5k, but he was so happy, and the reason why is because we set the expectation right. A lot of you are promising the world, and there's no pro- there's no fulfillment that can actually deliver on that at scale. So, the one thing that I recommend you guys to do is just dial back your expectation setting and get your clients to set the expectation for themselves. Do not set it for them. And so, if you realize we don't sell with a guarantee. We don't sell with a result, we don't say that we can take you to 50k a month or 100k a month. We've helped people get to that point, but when you join, you get to decide what result you get. That's the most important thing when it comes to fulfillment. It's never about the results, it's about setting the expectation, okay? So, most coaches focus on the new marketing strategies, better VSLs, more paid ads. I focus on higher conviction, better fulfillment, and more proof. And everything good comes from charging more, right? That's why fulfillment is key, and so, fulfillment: Why should you focus on fulfillment? I mean, I shouldn't really have to convince you guys, but here are a few reasons: You get more case studies, and you imagine like your prospect coming across your page, if he can look at over 100 client interviews, why the fuck would he not buy? And think about how many people in your industry even have 10, 20 client interviews up. Nobody. You know, you look at the biggest industry leaders, there's a reason why they're industry leaders because on the backend, they have a second channel or maybe another channel where they post a shit-ton of interviews and a bunch of proof. Uh, I can name one guy off the top of my head, Denofazio, Client Ascension. He runs a company that does over a mil a month. He posts client interviews twice a month, and he's been doing that for the last year. So, you can imagine that, that sole activity alone just compounds over time, right? More case studies, more conviction, right? When I have more case studies, I can talk with more conviction in my marketing, in my content, even this presentation right here, right? It also leads to higher prices. When you can actually charge, when you can actually deliver better results, people will pay you more for it. And so, when I helped Alec go from, you know, five, like 500 or zero to 130k a month, bro, let me jack up my shit. Let me jack up my prices. Like, that, that, that's pure proof and results, and I'm not jacking, jacking up my price because something crazy changed in my fulfillment, I jacked up my prices because the result I delivered was much more than what I was charging, okay? It also attracts better clients, right? And so, here are the four systems that allow me to charge 25k: Accountability & Monitoring. For me, and you guys are going to have to note this down, if you work with sophisticated prospects, we all assume that they don't need accountability. "Oh, you know, like, they're already hard-working, they're already making multiple five figures a month." I assumed that people making multiple five figures a month would do everything I tell them, and I was so fucking wrong. I was so fucking wrong. Um, a lot of you still need that extra push, a lot of these business owners and these sophisticated coaches that you think are very competent, they need that extra push, right? And so, we built all of these systems in order to track everything they're doing so that they're happy, right? You have to account for people that are completely lazy. Because not everyone is like you. A lot of times, what we do is we serve, like, we think, "Okay, what do we need?" But not everyone is like you, if that makes sense. Not everyone can get shit done when they say they want to get shit done. A lot of people got to this point by kind of half-assing it, so you have to account for that type of person. And here's what you need to do if you want like 70-80% of your clients to get results, which is a good benchmark: You need accountability systems to keep them actually doing what they need to do. Being part of a winning community, right? The wins chat is the highest lever you can pull, and what we're going to start implementing in November is we're going to have a weekly wins channel. Every single week, we're going to celebrate the top three biggest winners, and we're going to launch a leaderboard campaign where the top three people get a prize. An aspect that will get more people posting in the wins chat, because when you see a guy that joined that has the same offer as you, that is not as qualified as, as you, hit a 10k day, what are you going to think in your head? That's going to fucking push you. That, that accountability that you need. And so, when other people are doing better than you, and they joined and they're maybe not as qualified, that's going to push you. That's part of the reason why Andrew scaled. Andrew saw Alec and Sheldon hit 100k a month, he was like, "Fuck, man. Why, why am I, why am I not there yet?" That's what got him to push. So, sometimes it's not about the strategy, it's just about holding them accountable, okay? Another thing is, I don't want to spend 5 to 10 minutes on every single 1-on-1 asking: "What did you do? What's the data? What are the metrics?" No, right? I just look at your dashboard, the KPI dashboard that you fill out, I pinpoint the exact problem, then I tell you how to fix it. My 1-on-1 time is only spent telling you what to do and how to do it. I don't want to spend 1-on-1 time asking you questions and asking about how the business is going. I should already know how the business is going, right? That's how you build fulfillment for scale. The 50/50 rule: This is extremely important because we're in the service-based business. If there's someone that can't wake up at 12 p.m. for a call, and there's someone that stays up at 3 a.m. on the call, they deserve different amounts of attention because they have different potential. This guy, he's not worth the additional attention. He like, I'm still obviously going to provide the service that we gave him, but we're not going to give him extra support because he is not showing that he wants it. The guy on the other hand that's staying up at 3 a.m. that's in Australia, that's showing up to these calls every single week and is on time, is worth more attention. This guy is so much more likely to get the result than the 12 p.m. guy. And again, your goal with fulfillment is to get the fattest case studies possible. The fattest case studies possible, right? Because the more you can get, the more mind-blowing transformations you can have, the more conviction, the more trust people will have of you. So, here's what I track without telling you: We track your call attendance, we track your IG and YouTube posting report. And if I tell you to post on YouTube and you don't post, why would I hop on another call if you don't even implement it? Right? It's all these details, and so you got to look at your client base. You can probably think of one guy that's your amazing, the best client ever, listens to everything you guys say. And on the other guy, you tell him everything, and the guy has just ghosted for two, three weeks, and then they ask you for a 1-on-1 out of the blue. You have to set the expectation that you don't need them, they need you. And that's when they dial in fulfillment, that's when they actually try. Your ability to track what your client does without you seeing is extremely important. So, the number two thing is the support. There's the exposure principle, I, I went over this in the last presentation, right? If your clients are constantly surrounded by winners, they become winners. So, me showing all of these wins, this guy making 70k cash collected, um, and then this Tae joining and just making 30k in the first 30 days, like, you know, this is the stuff that'll build the authority and build the accountability. And it's not even the strategy you give them, it's the level of support, it's the level of community. I keep telling you guys, it's never about the strategy. The best thing you can do for your clients is to give them more exposure, more of a reason of wanting to work harder, okay? Um, this is a perfect example, right? I think Jake, Jake joined, he absolutely fucking crushed it. I think he did, he went from 20k to damn near 50k in, in a month, right? And then he made 10k in a day, all this type of stuff. He was posting great, great content, and then Hoko got inspired and then Hoko posted some of his content. This direct, this, this level of community runs without me. Not everything should run through you in this service-based business because when it runs through you, you eventually get capped out. And so, you got to ask yourself how can you still deliver on the result that your clients want without everything going through you? And in a situation like this, if Jake makes a 10k day after two weeks of joining, and they post this reel and everyone gets inspired from it, it's going to inspire other people to create similar type of content, and everyone benefits from that. And I am not involved in that process, that's the key thing. I am not involved, okay? It will do more than any strategy you can give them, right? So, my rule, personally in my community, is I need more than 50% of people in my community making at least five figures a month. Because when you join, I want you to be the smallest fish. So, if I exceed that cap, I'm just not accepting more clients. I'm just not accepting clients below 10k a month. There's no reason. Like, there's a reason why I love hosting these masterminds, everyone here is advanced. Everyone here is already at 10k a month, you know? So, now it comes to the support systems. Every single person gets 1-on-1 direct support channel. You guys should implement this as well. Every single person, okay? Um, this is all sorted, we have loom support and 1-on-1 check-ins. So, if someone does need additional support, they can actually submit a loom and ask for help on a specific aspect, right? And then one person on our team will film a loom going back. If they still need 1-on-1 support, cool, we'll hop on a 1-on-1 call. But this also removes the need for repetitive 1-on-1s that it's hard to schedule and it's like, there's no need for that, you know? We also track the amount of check-ins we do with each client. So, if you guys see like, if you're not sho- if you're not replying in the Discord, we will check in with you. And we track, I track what my CSM does on a day-to-day basis in order to make sure that these clients are accountable. The group calls: What you guys don't realize is when you put your clients all together and you start it off by getting your clients to say their wins, that inspires the fuck out of people. That inspires the fuck out of people. I don't care if you do "done-for-you," "done-with-you," host group calls. It's an additional bonus which will get your clients to respect you more and it's more fame, and it's more scalable. Okay? We have different ones, so Monday's obviously sales, setting management, mastermind, Friday is a Q&A, we also have Josh doing, um, content on Thursdays, and then we have appointment setting for appointment setters. And so, what the fuck else do you need? You know, if you want to scale, we give you the exposure to people that are ahead of you and we give you all this level of support, everything is here. And so, when I'm presenting this on a sales call, can you guys imagine how hard it is to say no? There's a reason why we had a 70% close rate across the board in these last two, three months. Every time we show what we have, it's a no-brainer. Because we don't tell, we just show. That's the main difference, okay? At a certain point, you have to look internally, right? I'm, like, I've had a few people tell me this, like, they've, they've asked themselves this question where it's: "I'm in the same program as everybody else that scaled to six figures a month. Why am I not there yet? Why am I not there yet?" right? And when a client realizes this, and they take accountability for their own fault, that's when fulfillment gets extremely good. Number three, the system number three is Onboarding. The truth is, what you guys do in the first three to five days of a client joining you will determine: how much that client spends with you and whether they are successful. In the first seven days, I can usually tell if a client is going to be a massive case study, or if he's just going to make the same amount, or if he's just going to make a few extra thousand. I can tell, um, but the one thing I will say is: if you onboard someone and they don't know the next step, they will get cold feet and request a refund within hours. Especially a B2C prospect, I've, I've scaled a lot of B2C offers in the past, and a lot of the times the onboarding is not dialed in which is why that's the problem, right? And so, the three things you must do on the call, sales call, at the end of the sales call, you book the onboarding immediately. You don't send them an email and then wait for them to book an onboarding on their own time, no. You book the onboarding immediately. You look at your CSM, or if it's yourself, book in a time with him on that call. You make sure that they receive the onboarding email, and you make sure they know the exact next steps. The first impression is always the most important, always the most fucking important, okay? And if you don't, the chances of a chargeback or even just a good client working with you and listening to you is much less, like it's just not good, right? And so, what we do is we have an onboarding form that people fill out, we get all the information that we need in order to get them to scale up. The database gets updated automatically, we build out a Notion page for each client, this is Zapier, and if you guys want access to this, let Fassi know, he'll send you the template, uh, and the SOP to duplicate it so your VA can do it, or you can do it yourself, okay? We track how many days people have been in the program, how many months people have been in the program. They book in an onboarding call on the call itself, um, and if they need to reschedule, they obviously have the link in, in the email. They get the onboarding email sent, we give them the Notion and GHL systems within five minutes of them joining, they get their progress tracker, they get their own CRM dashboard, they join the Discord community, they get this as well, so they get, in case they didn't get the email, they get it on Discord as well, so like, do you see how much emphasis we've put towards the onboarding? Because it's the first fucking impression, you got to imagine, these guys have put $5,000 with you, especially if they're B2C, that's one, two months of their salary, you know? They're going to be scared, they're going to be so ridiculously scared, and you have to do everything in your power to make sure that they're, they know that they're in the right place, same thing with B2B, you know? We charge 10, 20, 30k, like if they're charg- if they're, if they're spending that amount of money with us, we got to make sure that they know that this is the right place and this is the best decision they could have made. And then we obviously build out their 1-on-1 channels, this is all automated, and then before they even hop on the onboarding call, we're already giving them action steps: Do your offer sheet. And then we obviously review the offer sheet on the call, all that stuff, right? So, that's the onboarding, and the other, the other thing that I'd say as well is the setting expectation. If you set the expectation and make them realize that they get to determine the result, that is the best piece of advice you can do in the onboarding. Because now the pressure's on them. You want to shift the pressure on them and make them realize that your offer and your fulfillment has already generated results, you don't need to prove anything, now it's up to them on whether or not they want to use this program to achieve the result that they want. That's what you do, okay? The fourth one is the 180-day roadmap. So, what I recommend you guys do: create a roadmap for your clients. And a lot of you guys are selling a very simple outcome: become a sales rep, get good at content. It's a streamlined process, so what's the first step? The first step is obviously mindset, right? Fixing that mindset. Um, and then second step is obviously, you know, learning the framework of sales. The third step is actually doing live role-play, the fourth step is actually doing the graduation call, the fifth step is actually landing a role and doing outreach, you can SOP that out into a full-on roadmap that you can repeat over and over and over again, same thing with content, right? Now, for us, B2B, like scaling coaches is a bit harder because they need more of a personal support, which is why we have, we tweaked it, we tweaked the roadmap for every single person. But if you're selling B2C, or you're selling one aspect of B2B like content, that's ridiculously easy. You just build one roadmap one time, you build out SOPs for each thing, that's 70% of your fulfillment done, just like that. Because the number one thing that people lack when they join and the reason why they join is for more clarity, okay? The purpose is to get them familiar with your systems, set expectations, and build confidence. And then they also get access to video modules. This is a cheat code, obviously, um, you build it once and you get to use it over and over and over again. Over here, they book in a warmup call with me, so they understand strategy, I'm personally talking to them, I'm telling them what to work on. So, if you realize like when you guys got onboarded, I wasn't the one running you through all the systems, like, that's Jacob, right? What I was doing was I was looking at your numbers, pinpointing your problem, telling you what to do. That should be the only thing you guys are doing, especially if you want to scale. Accountability, Phase One: sharpening the offer, so the most important for us: sharpening the offer, again, that's the easiest, the lowest effort thing that I can do to generate the highest result, so that's the first thing we're going to do. As soon as we sharpen the offer, we want a quick win, right? We want a quick win, so they go through the offer mastery, all that stuff, they go through the offer sheet, this takes max a day to set up. Immediately after that, cash injection. That's, let's literally kill all their doubt by getting them a record week or a record sale, right? And so what we do, um, a lot of clients, they don't know that past leads are a complete gold mine. So, what we do is we get them to reach out to every single one of their past leads, get them a bunch of quick wins, and when they make 10k in their first day of working with us, guess what? They're going to listen to everything we say in the next four to six months, that leads to better clients, that leads to better results, that leads to a fat case study, that leads to referrals. Jake that joined three weeks ago, I think he's, yeah, he's already at 50k a month, which is amazing, right? He had a 10k day, he already sent two referrals, and his two referrals paid 12k. Off of one client, I got two referrals, so 24k off of referrals and then he personally paid 12 as well, that's $36,000 just because I have good fulfillment and a good onboarding process where I got him a quick win. He's only been in the program for not even a month. But he's already sent two people my way. So, you guys got to understand like, this is the things nobody talks about that lead to the most amount of effort, especially as it compounds, okay? So, we get them video modules to watch in case they don't know what to do. The other thing is optimize their profile, right? Implement the story strategy, market research, all these different things. And then content, content. So, realize how I didn't do content first, cuz content is one of the hardest problems to solve. What is the one thing that will build more conviction with your clients, that'll get them the result that they want, and get them to trust you? And then you do the long-term stuff. So, content is a Phase Three. This takes more time, it's built on the momentum from phases one and two. So, because you already have momentum from the offer and already have a few sales from what we taught you, now you're going to listen to us for the content. Guys, the sales starts the moment that they pay, it doesn't end, you still have to sell them on why they should listen to you, okay? They get the videos obviously, they understand the Notion, they create five scripts, book a 1-on-1 call with Josh, who has helped me set everything up to where it is today, and that's where it is, and then Phase Four: converting leads, the appointment setting, the closing, right? This is not the hard stuff. Um, you improve the closing rate, more revenue per lead. You watch the setting, closing video modules, do all that, you get customized DM scripts, sales scripts, according to your niche, and your tone of voice. So, what we've done is we've trained a Claude, we've fed it our most successful conversations, and I'm talking thousands of screenshots. And then what we did was we put three YouTube videos from the clients and we put them in this Claude bot, and we tell them to restructure a appointment setting script for these, for inbound, outbound post-booking, in their tone of voice. Now, their setter can use that, boom, right? Closing as well. And then Phase Five is building the sales asset, this is the VSL. So, it's a long setup, it takes one to two weeks, and the things that take longer, always, you always want to do that towards the end. You always want to do that, um, not towards the beginning. You want to get them a quick win at the start to build that trust. And because they've already built momentum, because they already have trust with us, now we can actually build the VSL that takes a bit longer, right? And then Phase Six is paid ads. Um, assuming that the client's already profitable, they're already at 20, 30k a month, that's around the perfect time to run ads. Ads modules, create and set up paid ads campaign, and then Phase Seven is hiring an appointment setter. Team building, right? Building a team, scaling beyond yourself, that's the last thing people do. And so, how can you restructure your fulfillment to get them the best win and build the most amount of conviction in the early stages, so that towards the later half they can actually listen to you when it comes to longer-term projects like the VSL? You know, that's the most important thing. Training protocol video modules, CRM, all that type of stuff, and then we have our all SOPs in one place. And obviously, we monitor and keep everyone accountable, we give trackers and dashboards. All of this stuff, we track everything, and then when you track everything, you can double down on your A+ clients, get them better results. We're in the game of service, we're in a service-based business. You need to show people that you have the best results in the game, and eventually, the market is going to be so sophisticated that the person that has the best fulfillment will always come out on top. Always. It's never going to be the marketing. People are going to see through the marketing, okay? So, when does this apply? This only is helpful if you are already at 10 clients ish. A lot of you are already at 10 clients, so this is very practical for you guys. If you're not at that point yet, don't focus on this, just double down on your marketing, get more clients, actually just generate more sales, all that stuff, and you can get back to this later, okay? This will lead to the most result if you focus on it. Um, it won't get you the most, it won't get you a record month right now, but I promise you, if this is top of mind, in a six-month time span, this is going to be the reason why you guys are at six figures a month, okay? It's a compounding effect. The good word of mouth will compound, your client testimonials will compound, your results will compound, and you will just have the good reputation in the space, and the best reputation, which is on, you can't create through any piece of content, this is just good word of mouth, and that's what you really need to focus on, especially for sophisticated markets in the B2B, right? If you know someone that got a result from joining me, you're automatically going to join me, even if you don't look through the case studies. And so, I had a guy like, the two testimonials that Jake sent over, they haven't watched one piece of content. They're like, "Jake, Jake got the result, I know Jake, he's my boy." Boom, paid 12k. You know, like, that, that, that's pure proof and results, and I'm not jacking, jacking up my price because something crazy changed in my fulfillment, I jacked up my prices because the result I delivered was much more than what I was charging, okay? So, what are your next steps? Implement these five systems to charge premium prices. Accountability: Create a KPI tracker for your niche. How can you track their inputs every single day? This could be tracking how much times they do a live role-play, how many video modules they watched, you know? This could be how many content they posted. What is a KPI tracker that you can create for your niche? Set up a dashboard, track who fills it out, double down on the top 50%. It's very, very easy to see who's actually worth focusing on. Number two: proof. Film three client interviews this month. A lot of you are full-time, y'all are traveling, y'all are hanging out with your clients, but you're not filming client interviews, what are you guys doing, you know? Film some client interviews. Note down your top three best clients right now, send them a message on WhatsApp, schedule a client interview in person. And if you can't do it in person, then do it through Zoom, and then wait till you do it in person, and then re-film it again, okay? Edit for emotion, right? Understand the concept of how to actually structure your client interview, that should be sorted, and make them the center of your marketing. I'm moving away from talking about how much I make to now talking about how much my clients make, that's what I want to do. And when people see that, they see my emphasis is not on me, it's on my clients. Community: set up weekly group calls. If you can, host an in-person client mastermind. I was just talking to Alessio and Brian about this, right? Um, one of the best things you can do is host in-person events to get people together because the biggest thing that you guys struggle with is FOMO. If you can create FOMO in your marketing, that's going to put you in a position that nobody else can replicate, okay? Create a wins channel. Invite guest speakers, protect community quality. So, if someone just isn't a good fit for the community, don't accept them just because they'll pay you. You have to learn how to say no to clients in order to build a community, right? And I promise you, if you say no to upfront money, you'll make more money in the long term. Because you'll protect the community quality and people want to stay in there. If a community gets too diluted, no one will buy your, you know, recurring program, if that makes sense. And then, invite guest speakers. A lot of you have access to people that your clients look up to. Host them, talk about them, it's great, you know? And system number four is onboarding. Map out what each client does from Day One to Day Seven. Get extremely clear on that. And if you guys are clear on that, that will build the most amount of trust ever, okay? You want to implement BAMFAM. BAMFAM stands for Book A Meeting From A Meeting. When you onboard a client, they should always have a call scheduled in the first month. The sales call, after the sales call, book the onboarding call right there. After the onboarding call, book the call with the creative director. After the creative director call, book a call with the sales guy. There always has to be a meeting from a meeting, okay? Um, that's how you build the most amount of conviction because that's how you know that, you know, your clients, like, you feel like your clients actually care for you. Automate the email sequences, set up all systems before client joins. If you guys have a VA, we will send you guys the SOPs on how to run that, okay? Number five is the roadmap. Reorder your phases. What is the quick win that you can generate for your clients right now? Lowest hanging fruit, lowest effort for the highest return. Get client results in Week One, build momentum early. And so, the big question is: "How can I make it so stupid for my clients to not work with me?" Just execute on it and everything will change, okay? Perfect. Let's get, is Josh, if you guys can pull up the chairs, that'd be good, and then we'll run a Q&A with us three. And we'll answer any questions you guys have for fulfillment, okay? Beautiful. How was this presentation for you guys? Good?

Let's go. Sure. All right, my guy. First of all, before I even start, I want to thank Muhis, uh, for letting me speak in front of you guys. It's going to be a pretty fun 30 minutes to an hour. And I'm going to go over basically how I built a 2 million dollar consulting business. The entire CEO workflow that I actually use and what I'm actually doing on a day-to-day basis to actually get the output that I'm getting right now. So essentially, 4 days into December, we're at 63 thousand dollars cash collected. Uh these are payments. We actually just got a 18k piff just now as well from George. 18k piff, yeah? So, we're crushing it. And we're on track for 472k this month, I think we're just pacing it, like and it's, it's crazy. You know, it's crazy. And I want to basically go over everything that I'm doing. And you probably think that I do this full time, I work 10 to 12 hour days and I have no life outside of business. But the reality is, I work 4 to 5 hours a day. I'm balancing university, I play D1 basketball full time for my university, I have a social life, and I'm doing this all while running this six-figure-a-month business because I understand the concept of leverage. I've been able to do this by implementing the founder workflow, and this is the ability to get more out of what you put in. And I've given this workflow to my clients to prove to you guys that this is not just me, and this is the result. 40k a month to 40k in 4 days. Andrew went from 10k a month to 151k a month in 4 months. Josh Chang went from 500 to 102k a month in 9 months. Alec went from 0 to 137k a month in 4 months. And I can go on and on. But the point is, the workflow does work. I'm going to basically go over why you're stuck in business, the fundamental concept of leverage, the founder workflow, the number one thing to focus on to scale, and how to actually operate like a seven-figure CEO. Like Nero said, if you want to make 100k a month, you can't aim for 100k a month and then try to hit it. You have to become the person that can actually make 100k a month and operate like one in order to actually achieve that. So why you're stuck in business: the problem you're facing is that you're running in circles, so you're working extremely long hours, and you're doing everything in the business. And your thought philosophy is, 'If I do more, if I double the volume, I'll double the revenue.' The issue with that is that you're building yourself a hamster wheel that you can't get off, and you have to do the work every single day just to actually sustain the revenue. That is the problem. And if, if I took you out of your business right now, how long would it actually take for the business to collapse? You need to ask yourself that question. It could be a week, it could be 2 weeks, it could be a month, but the point is, a lot of you are building things that are not sustainable because you're not actually running a business, you're just a glorified employee in your own business, okay? The fundamental concept of leverage is getting the maximum output for the minimum input. That's the fundamental concept. I, I love to go over this analogy because it, it perfectly illustrates what leverage is. A guy digging sands with his hands versus a guy digging hands, his, digging sand with a shovel, and a guy digging sand with a bulldozer. There's three different people. The person that digs the most amount of sand does the least amount of work. Who is sitting on his ass pressing a bunch of buttons, you know? Like he's not actually doing anything. And the guy that's, you know, using his hands and everything, he's trying to get the most output out, but this guy's just completely 10x-ing his output every single time, and it's because of the vehicle that he's in. That's what I'm focusing on. I am moving the needle forward right now. And so, as I'm speaking to you guys in this presentation, reels are being pumped out, appointment setter is booking in calls, deals are being closed. The guy just closed 18k, you know, while, while I was just sitting here in a mastermind, and he's crushing it, right? And so, all of this is all happening while I'm not actually in the business, and I've been able to actually find my leverage, and my, my unique mechanism. Once you understand this, your time is no longer tied to how much revenue you actually generate. One hour of work can produce 10 hours of output, okay? And that's when you can start getting the big sales, and start charging a premium. Leverage can only be created when you can broaden your perspective. And so, you need to ask yourself, this is the fundamental question that I asked myself when I was stuck at 50k a month that allowed me to scale: what inputs can you work on right now that will lead to record months, not in a few months, but in a year's time? Because when you play the longevity game, you will win. So, I'll give you examples of what I've been, what I've been doing that has led me to, you know, be able to sustain multiple six-figure months. I document all my SOPs for better workflow. No one does this. And so this, all, this is a list of just SOPs that we have for the appointment setting process alone. That's the appointment setting, that's it, you know? And so, as we scale and we, you know, hire more people, I don't have to actually do all the ramp-up myself. I don't have to rely on people, I rely on systems, right? No one's doing this shit. I build better systems to 10x output, you know. Shout-out to Aiden, he's helped me build this. And the whole idea is, if we build better systems that allow us to get more output out, in a 3-year timespan, I'm going to out-compete everybody in my industry because I focus on the things that will move the needle forward, not now, but in a year's time. So everything I'm thinking about is, what, what will give me that competitive advantage in a year's time. How do I build a stronger team culture? We implemented an MVP voting form. Essentially, at the end of every single month, we have a form that goes out, that's anonymous, and every single one of my team votes on this form on who the MVP of the business is. And essentially, the, the MVP just gets a thousand dollar bonus, he gets public recognition, and it's whoever just helps the business move forward. We're rewarding the behavior. These are all activities that won't lead to the result now, but it will give me a competitive advantage over everyone else in a year's time. Business, in a nutshell, is all about how to actually achieve a competitive advantage that nobody else can achieve, and you do that by doing the things that nobody else is willing to do. So, the whole idea that you guys can, you know, fundamentally grasp this concept is the 10k versus a 100k a month business owner. My VA had a bit of fun with this slide show. Uh, but this is the 10k business owner, right? He does everything in the business by himself. He works 10 to 12 hours a day. He does the sales calls, appointment setting, the fulfillment, he does everything in his business, and he's filling his day with busy work instead of high leverage work. Now, the key here is that he feels productive every single day but he's disappointed at the end of every single month. He's tied his dopamine and his satisfaction to how many hours he's worked, and that is the problem, okay? There's a 100k a month business owner. This is the guy that only does high leverage tasks that move the needle forward. They work 5-hour days, they make way more money, they focus on building systems that run without them, managing sales reps instead of actually being the sales rep, and they put people in the right places to handle low leverage tasks. And the key point here is that the 100k a month business owner doesn't feel busy every day, but he's extremely happy at the end of the month because his dopamine is not tied to how much he does on a day-to-day basis. The moment your dopamine is detached from how much you actually do is the moment you can actually scale because what gets you to 30k a month will not get you to 100k a month. It's a completely different skill set, and it's another thing to sustain that as well, okay? Here's the comparison: 10k a month business owner usually works all day, 100k a month business owner only works 5-hour days, right? 10k a month business owner does everything: he does the sales calls, appointment setting, he does the outreach, he does the editing, he does everything, and he thinks he's doing well. The 100k a month business owner focuses on building systems, managing the sales reps, learning from others, marketing his offer. That's the fundamental difference, right? And too many of you are just complete slaves to your to-do list. You look at your to-do list and you want to get as much done as possible. Your dopamine is tied to how much and how many tasks you do, which doesn't get you anywhere. And I see so many entrepreneurs, so many business owners, they fall in the trap of just wanting to do more, but when they do more, they do less. They don't actually achieve the output that they want because they don't realize that the same output that got you, got you to where you are is not going to be the same output that gets you to 100k a month. It's completely different. So now it's the founder workflow. How do we actually get more output for the least amount of input, right? It's the 80/20 principle. You need to ask yourself: what is the 20% of your activities that drive 80% of your results? Some of you, it could be content, could be fulfillment, could be whatever, right? And the key to 100k is not actually doing more, it's not actually working harder. It's doing less and putting talent around you. Quick question: how many of you work on Sundays? Quick raise of hands. That's exactly why you guys are not making the money you want to make, you know? And I don't say this to, I'm saying this to call you guys out, literally, because if you can't go 3 days without working in the business, I promise you you're working on the wrong shit. Because you're so involved in the business, you're so in the business that you don't have a macro-level perspective on what to actually work on. You need to take Sundays off, you need to take, every single one of you raised your hand, and you're probably not where you want to be. And the reason why is because you don't understand the, the inputs that will lead to the specific output. You're doing the same thing over and over again hoping that it will change, but if nothing changes, then nothing changes. Sundays should be a reset day. Sunday should be your reset day to look at your entire week, what you did on a 6-day timespan, and whether or not you actually moved the needle forward, okay? Every single one of you should take Sunday off. If there's one thing that you can take from this presentation, take Sundays off, be intentional with that time, and reflect on what you're doing. You guys are just running around in circles and you're wondering why you're not scaling. A lot of you, the first time we met, you might be at 10k a month, and a lot of you now are still at 10k a month. There's a problem, and that should piss you off. Your working more will not lead to more output, it'll lead to just frustration, you know? And you have to change something in your workflow if you want to scale past that. Please take Sundays off, okay? That's the number one thing you should take away from this presentation. After you take Sundays off, you need to separate your workflows. There's a manager workflow where time is currency. You know, your whole goal when you're managing is you have to talk to different people, you use up all your slots in your day, and you just stack your calendar with calls. There's a leader workflow as well. This is where there's no calls in your calendar. This is the highest ROI for entrepreneurs. This is the deep work that's not urgent, but it's incredibly important. This is scripting the YouTube videos, you know, uh, working on fulfillment, things that you're not on calls for, but you're just working in the business and you're actually moving the needle forward, okay? This is what a structure should look like when you guys are in a manager workflow. From 9:00 AM, I mean, you guys can wake up whenever you guys want, but, uh, 9:00 AM is personally when I usually wake up. I, I like to do deep work, so I block off my first 2 to 3 hours for content because that's the number one lever I can pull. And, and the same for every single one of you. Um, the reason why people achieve their goals is mainly because of content. That's how you sustain that as well, okay? And so, I block out every single 2 hours, of every single day, to work on content, and then, I handle fires, I reply to clients, and all the admin stuff. And then from 1:00 PM to 7:00 PM, I am stacking my calls back to back to back. I don't give myself room to breathe, and a lot of you are scattering your calls throughout everywhere, throughout your entire calendar, and you're wondering why you're not productive. Because in the back of your mind, you feel like, 'Oh, I have a call in 3 hours, I can't really lock in.' You know that feeling when you have to structure your whole day around a call? It's the worst feeling ever. Don't let that happen in your workflow, okay? This is the leader workflow. This is when, you know, you don't have any calls on the calendar, you're waking up, and this is when you get the shit done. So when I film YouTube videos, when I create content, when I, you know, help with fulfillment or whatever, this is the day where I get it done. And as you can see, the only difference is the 1:00 to 7:00 PM block. I just schedule everything out for deep work, and I get all my shit done on these days. This is what your calendar should look like. If you're wondering, how many of you use Google Calendar? Probably all of you, right? How many of your calendars look like this? Okay, like 1/8. So, this is what my calendar looks like. It should be like this. Do you see how it's back to back to back to back to back to back to back? Because I don't want to give myself room to breathe. If I, if I have a 30-minute slot here and then I have a 30-minute slot here, what am I going to do in between? It's that awkward period. Get rid of it. Like your time as a founder is so, so important. So, why are you letting these calls dictate how you work when you're not on calls? It's the worst thing ever. So, when you take sales calls, when you do calls, stack all your client calls on Monday. You know, stack all your client calls on Monday. And then, Wednesday, Friday, and if you're still taking sales calls, maybe open up 4 days a week for sales calls, and just do them on those 4 days. But you have to have at least 3 days where you don't do anything in order to actually move the needle forward because that's what, that's what allows you to get the most output, okay? Does anyone have questions on this workflow? What's up? How do you handle clients wanted to move the calls around? Should you be more strict with them? Like you said, they want to... Well, what, what's the reason? They say they can't make it for whatever reason. I mean, I have Monday, Wednesday, Friday, so they can book it on Wednesday, you know what I mean? So, the thing is, is like, you have to be at a point where, like, would a 100k a month version of you just randomly schedule in a call because the client wants it? No, they'd work around your schedule because they know that you have a business to run and you have other clients as well. That's just how it is. So, you let your clients know your workflow, they work around that, and that's how it is, you know? Because that's how you demand respect as well, and everything that you say in your fulfillment will come across ten times better, you'll have more weight to your opinions because you stick to what you want, you know? You don't bend to your client's will. The moment you say yes to that, then your client's going to keep on pushing that boundary and fulfillment's going to be broken after 20 clients, you know? Because imagine 20 clients asking you to reschedule something because they can't make it. If they can't make it, they do what your workflow wants, not what they want. As much as I love my clients, they understand that, and that's also why I've gotten to this point. My calendar is like the thing I protect the most, okay? Good question, though. Anyone else on this? Is there any reason why you structure your calls Monday, Wednesday, Friday? Ah, just personal preference. I don't think it really matters, but you could do Tuesday, Thursday, Saturday. I don't like taking calls on the weekends. Yeah, because it's more spread out. If you do like Monday, Tuesday, Wednesday, then people have to wait 4 days until they get on a call with you. Yeah. Cool. So my zone of genius, what is it? Content creation, you know, it's my face, my stories, my perspective, me just talking. You guys are all business owners, you guys are all founders. Regardless of what you think your zone of genius is, content creation should be your zone of genius. And even if it's not, you should force yourself. You have to. Because this is the highest lever you can pull. Hassan, we were talking, I was talking to Hassan, and he was talking about it, tell, tell him the story, bro, the whole, the ads thing, how much harder is it to close, close an ad lead. Yeah, it's different, guys. Like, I used to, uh, run a coaching business, I, I scaled to 100 grand a month, just, ice cold traffic. I used to not run content because I was like, 'Fuck content.' And then, I took like a 5-month break, and like, my ads just don't work like they used to because I have no content. So I was like, 'Fuck, I learned the hard way.' And, yeah, content, by far, is like, the biggest lever you can pull. If you don't make content, you must not like money. So, fuck it, make content. And, everyone will eventually understand this. I, I post, I'm probably the only guy in here that consistently posts once every 5 days, and that, without fail. You know, once every 5 or 7 days, I have eight videos in the backlog, even if I miss a day of, you know, recording, I still have a pipeline of videos we can push out, and we have even backup videos that we don't plan on posting, but if for some reason I, I miss a deadline, we're posting that out. So, like, there's no reason for me to miss an upload. That's like the number one most important thing. One of you asked Nero, 'What if a busy business owner doesn't have time to make content?' That's like, bro, what? Like, no matter how fucking busy you are, you have to make content, you know what I mean? Like, that's, that's the, that's the number one reason why I got to where I'm at, is because I have my brand, and there's so much association. Like, you create time for content, you don't do content when you have time, like, that's your, that's your number one priority, okay? So many of you don't understand that, you guys are trying to get good at micro-level skills like sales, that's one-to-one, you can't do that, okay? Client fulfillment as well: high-level strategy and thinking. How can I constantly make the product better? How can I increase word of mouth? How can I increase referrals? These are two things that drive the needle forward, right? And your time as a founder should not be spent getting good at sales. I love you, Hassan, but, but I feel like, as a founder, when you work on an input that gives you a one-to-one output, you are literally shooting yourself in the foot because, at scale, you are not going to be taking the sales calls, you are not going to be doing the appointment setting, you're not going to be doing any of that. That's one-to-one. Your time as a founder should be spent building your brand and your product because that's one-to-infinity. Every time you sign a new client, and he spreads good word of mouth, every time you post a piece of content that gets thousands of views, that shit compounds. This is the main lever that you have to pull if you're a founder. There's nothing else. Like, people always ask me, 'What do I focus on?' And I look at their workflows, it's all over the place: they're taking calls every single day, but they don't even focus on content fulfillment, they focus on, you know, sales. And sales is important, but if you got so good at marketing to the point where you don't even need sales, that's even better. A lot of you come from a sales background, I came from a sales background. And the one thing that I wish I understood faster was, good enough marketing will outperform any good sales rep. If you post a YouTube video that just hits, you know? And the prospect books in from a YouTube video, you've had leads that just piff, you know, 10k. The guy that we piffed today, 18k, without any, any objections, or no? Zero objections, right? And, like, you don't even need a sales rep at that point, you know? We, we do need, we do need sheesh. But I'm saying like, he doesn't have to do that much work, right? And that's what your time should be spent on. That's the number one thing to focus on to scale. So, creating more content. It's going to be a little fun game. What do you guys think is a common pattern between these three people? You guys can just shout it out. They make content, a lot of it. They make content, okay. They're all in good shape. Good shape. I like that, a little, little plug. They all have like an identity, a brand. A, a brand, strong brand. Anything else? Polarizing. Volume. Consistency. Okay, cool. Those are all right, by the way. But, not quite what I'm looking for. I'm going to give you one clue. What do you think? Oh, they're the face of their brands, but they don't operate. Mmm, exactly, exactly. You caught on fast. So, these guys don't run their businesses, they're, they're not the CEO, you know, even though they come across as maybe the CEO. They're not. They are strictly the face of marketing, they do, they don't do anything else, okay? Leila Hormozi runs Acquisition.com. That's the portfolio of companies that Hormozi, that Hormozi runs as well, right? But Hormozi's task is simply to drive traffic and leads to the business. His only goal, his entire day, is to create more content, create more reels, all that type of stuff, and film more. That's his biggest lever to pull. Same with Iman. Now, I don't know if he's still doing it, but I think that's a, might be outdated, but he was the CEO of Gents, right? And he was the one running the show. Iman was just reading out VSLs, reading out ad copy, and just doing what the team told him to do. Same with Tate. His cousin runs his whole company, right? And so, if the biggest people in our industry are focusing on content, and you are squeezing in content wherever you can, do you understand why you guys are stuck now? That is the fundamental reason. And a lot of you guys ask me, like, 'So, wait, what's the advice you'd give me?' Like, if I just look at your posting cadence, you're not even trying. You're not even trying, okay? This is the number one leverage you can, highest leverage input you can work on. And once you actually crack it, client acquisition becomes easy, right? As soon as I get clients to actually double down on content and understand how important it is, that's when people start generating sales, and it's not small sales. I want you to charge more. The easiest way to scale is not by, you know, getting better at sales, getting better at, you know, little systems. Those are little fixes. But the 20% of activities that you can do that lead to 80% of the results is the content. Because when you build a one-of-one brand, you can charge one-of-one prices and you can infinitely scale. That's what it is. When you can, like, the reason why we charge, I mean, it's going to be 25 now, right? Um, we have a 75% closing rate, the, when we get an 18k piff, the amount of cash flow that we have in the business that allows us to invest in better talent, recruit more editors, pump out more content, invest in better fulfillment, all of this stuff... ...do you see why I can exponentially grow faster than anyone else in the space? It's because I have more cash flow. So, content is what allows me to charge that premium in order to get more cash flow, in order to invest in better talent. It all starts from the content because that's how I build a one-of-one brand, okay? It's the perception. And that's how you get big sales. And so before we get into the exact steps on how to build your dream brand... ...here's the foundations of what a strong brand actually looks like. The number one determining factor of a strong brand... ...is giving people a reason to listen to you. There are over 4 million people that post a reel every single day on Instagram, okay? Every single day. How many of you post value content? Quick raise of hands. Okay, majority of you. If you're giving value content without a big enough reason for people to listen to you, you are posting your content in the ether and hoping it sticks. The common problem that I see you guys make is you post value content hoping it will land them sales. But the problem is you haven't given them a, you haven't given them a big enough reason to listen to you. You haven't, okay? This is top-of-funnel content. When people hear top-of-funnel content, middle-of-funnel content... ...top-of-funnel content is showing your ideal prospect that you have the desired reality that they want so that you force them to listen to you. It's all about building enough curiosity for people to consume your content. You need to find that edge. And so for me, it's the fact that I make a stupid amount of money at a young age. I have rinsed the title of 151k a month at 19 for so long, and it's intentional, and we've literally pioneered the black borders in the info space, right? And the reason why is because we found an edge that nobody else has, we leaned into it, we forced people to listen to what we say, and everything popped off. So, the only thing that changed was not necessarily the information I was giving, it was the positioning and the branding. You have to find what gets you to stand out and what forces people to actually listen to you if you want to scale, okay? And so, if you've made a lot of money or you have a physique, you're jacked... ...that's already a mechanism, that's already a reason for people to listen to you, you just have to show that more, right? And so, we get all of our clients to actually rip a top-of-funnel content piece that forces people to listen to you. Because no matter how much value you give, if 90 people are watching it, that's great... ...but you are shooting yourself in the foot because you're putting the same amount of effort when you could get 10x the output with the same amount of effort. But the problem is you guys don't focus on top-of-funnel content. So, a reel that, you know, I, I've tried and I tell all my clients to try is telling them how much you make. I think, Tammy, you ripped one as well, it did well, huh? Yeah. How was it? Uh, to be honest as well, it's like, mine, to be fair, I, I did that because it was just, it was actually just natural, it just happened, you know? Really? Yeah. It's a sick feeling as well, huh? Yeah, yeah. And that video alone probably made me 50 grand. Wow, sick. And it's a sick feeling as well, like, that video itself, like, that's a core memory as well. So, it builds, like, videos like that build the brand, but also, it just gives people a reason to actually listen to you, right? It forces people to actually listen to you. So, I got Drake to do it, we got a 900k views, Josh to do it, 800k views, Alec did something different, he gave his parents money, but kind of the same format where we involve parents, and this is all intentional because we reverse-engineered what our ICP actually wants, and we showed them that we had their desired reality, right? And so, it's the whole idea. Your prospect is thinking: 'He has exactly what I want, now I'm going to listen to him.' That's what it is. So, here's the best ways to pinpoint ideas in order to generate top-of-funnel content. The first step is to create an onboarding form that all your clients fill out. So, as soon as a client actually pays, they get immediately redirected to this link where they get a CM onboarding form. Um, and the whole goal of this is to get an understanding of why they chose you, why they chose you. When it comes to personal branding, content, and using your brand, right? The number one thing that I can give you, the number one piece of advice, is you have to find why people choose you. Why did your client choose you instead of the hundred of other competitors in your market? That is your unique edge, that is your unique edge and you need to leverage that in your personal brand. So, here are the most important questions you need to ask when clients actually sign up with you. What made you want to work with me? And I highly recommend you write each single one of these questions... ...so that you can actually duplicate this in your form. What made you want to work with me? What finally pushed you to booking in a call? You need to know the exact marketing material that got someone from, you know, on the fence to booking in a call because that creates urgency, that creates action, okay? What were your biggest hesitations before joining? If you can find that out, you can actually solve objections before they come up on sales calls. Your sales calls should have zero objections, I don't, like, I want to get to a point where the brand, we don't need calls. And the reason why I'm saying that is because when that brand is at that point, can you imagine how bought in the client is and how easy it is to fulfill for that client? It's going to be infinitely scalable, right? And that's, that's what you guys should all strive for, you should aim to get less and less and less objections. So, every time you get an objection, your main thing, your main goal after that objection, is figuring out content formats to actually solve that problem. I'll go into that in more detail as well. This one's very important. There are other online coaches, why did you choose me? Very, very important. If you don't understand why you stand out, you'll never build a strong brand, okay? What are the most valuable aspects of the program that you didn't realize were included until our call? You know, how can I show that more? And so, once you have all this, you can create data and insights on what their goals, dreams, and desires are. So, these are, this is a list of my own market research on what my ICP wants. And what are they passionate about, right? And so, one of the desired realities that inspired me to actually film the reel that got a million views was, they want to make their parents and siblings proud. Every single one of us wants to do that, you know? Everyone wants to make that phone call and tell our mom how much we made, every single one of us. And so, that forces people to actually listen to me because I have a, an outcome that people want. You guys all have outcomes people want, whether it's your physique, your financial status, whatever it is. You have it, you just have to show it, right? You know, they, my ICP specifically wants watches. If I show them I'm trying on watches, not in a flashy way, not in a cocky way, but just saying that, 'Hey, you know, these are my goals, these are my aspirations,' people are going to resonate with it. Obsessed with fitness. If I show them that I'm also in the gym, you know, they, they'll like it. Did you take a picture of the physique or what? He loves good company, people that have a similar mindset to him. So, if I show a community, right? People are going to love that, right? And so, once we have the attention and enough ICP followers, then we focus on nurturing them. Too many of you do it the other way around where you try to give all the value, but you don't give them enough of a reason to listen to you, right? You look at the biggest brands right now, like, the, the easiest way to scale is to look at what is working and why it's working. Reza is a perfect example. That guy does, like, I, I don't even know what he really does, but he sells millions of dollars worth of courses every single month. And because he gives people a very big reason to listen to him, the guy's like 5 cars at 19 or 20, you know? And he forces people to listen to him and so they want his lifestyle. And if he got better at middle-of-funnel content, I wouldn't doubt that he'd double his business. But the key factor on why he succeeded is because he mastered top-of-funnel content. That's the key, and too many of you are neglecting that. I have a question, when did you have that, that mindset shift? You used to... Yeah, I used to rip value, yeah. I was in the office 24/7... Yeah, yeah, I hated it. How did you, uh, get past that? Well, I realized nothing stopped my competitors from copying my value. I didn't have a personal brand, I had a value brand. There was nothing personal about my content because people could literally take my reel, put it in a transcript, read the script word for word and have the same brand as me, nothing. And so, even then, you see now, all the content creators that preached value, they're all leaning towards the authenticity side now, because that's what actually makes you different. It works for the first-movers, but as soon as everyone hops on that, doesn't work anymore. So, it did work for a time, and I think it did work for some of us, but if you keep on doing that, it just won't lead you anywhere, you know? Um, but that's what I'd say for that. This leads me to the second one, which is middle-of-funnel content. I mean, Muhis kind of broke this down, so I won't go into too much detail, but... ...middle-of-funnel content, you, you just have to understand awareness levels, right? And... ...we're not targeting unaware, we're not targeting problem-aware. We want to target people and move them throughout the entire process, right? And so, your goal is to move people from solution-aware to most-aware. That is middle-of-funnel content. That's the fundamental idea. Your top-of-funnel content is to get people to actually know you, so unaware to problem-aware, and then middle-of-funnel content is to get them from solution-aware to most-aware. It's, it's that simple, okay? So, the main difference between the two is top-of-funnel is brand awareness, resonance, and likability, actually wanting to watch your content, and the middle-of-funnel content is brand credibility, problem awareness, and actually trust that you're good at what you do. So, these are the client interviews, these are the data, these are the actually, showing your competence, right? The key to middle-of-funnel content is insights and data. This is what my appointment setter sent in a month where we made 224,000 dollars cash. So, essentially, your best content ideas don't actually come from your mind, they come from the prospect's mind. And so, you got to look at your first line of communication with your prospect is the appointment setter and the closer, right? Is the appointment setter first and then the closer. The appointment setter is almost your creative director. That is what, that's what he is, okay? And so, we're always constantly seeking insights and data on what they're saying. So, the most asked questions and pain points that people brought up were: bad setters, stress about delegating, low lead quality, low closing rate, how to target ICP, mindset issues, limiting beliefs, all this type of shit. And what that prompted me to do was it prompted me to actually film YouTube videos on those specific objections. Mindset issues, limiting beliefs, boom. You know, I read Nero's book, summarized it in a 30-minute mastermind, presented it in a business owner format, 100k views, right? And so, do you see how it's so intentional? A lot of you are asking like, 'Oh, how do you get good at content?' I'm not a content person. I'm a business owner that forced myself to get good at content. If you looked at my content way back, you can ask Yusuf, oh, those days are dark, man, those days are so dark. I was scripting everything, I was faking my smile, bro, it was so bad. And I, I had to force myself to get good at this because I knew that if I really cracked the code, I'd make so much money, and I'm living proof that, you know, if you're a, if you come from a sales background, or you're naturally not good at content, you just want to do it for the sake of getting clients, you can. I think something to point out is you actually, you won, right? You used to hate content. Yeah, yeah, yeah, I hated it. How did you, uh, get past that? Yeah. So, um, to give you guys a bit of context on what Yusuf is saying, I'm from Malaysia, so I'm not even from London, I'm not even from the US. I grew up in, you know, in Malaysia, and no one did this at all. So, when I first posted content, I got judged like crazy. But the thing that kept me going was understanding that if I made this work, everyone would just know that, you know, like, everyone would just respect me so much more because I did things that nobody else is willing to do. And because there was so much friction to do it, that's what actually made me want to do it even more. So, a lot of you are not posting content because you're scared of, oh, your peers are going to judge. Man, if your peers are not where you want to be, why would you care about their opinion? Like, that, that was the mindset shift that I really needed. And a lot of you are just operating from a place of scarcity because, oh, you're scared about what your friends think, you're scared about what he thinks. The only person that matters about anything is what you think of yourself. And if you, you know, go 10, 20 years and you don't pull the highest lever you can pull right now to scale the business, you're going to live a life full of regret because you're scared, you were scared that your friends judged you. Your friends only judge you for the first month, and then after that they're like, 'Oh, Luke, Luke is posting content now.' They're used to it. That's, that's all it is, and I feel like if you get past that initial barrier, you just step into a new identity and people are just going to be used to it. But it's that step out of your comfort zone that you need to make in order to scale. I have a question, I feel like the scariest stuff is, uh, you want to start, but you're scared of being like, unknown forever. I feel like a lot of it is having hope that it will work. Like, what's your strategy to always improve? How do you find that 1% every day to, to get better so like, then you want that, tomorrow post content, thinks okay, if it's bad today, at least I get 1% better every day. Great question, so, I'm obsessed, like, I have such a, obsessive personality with constantly getting better in all aspects of life. And if I see that my views are at 3,000, I'm always challenging myself: 'Okay, how can I get to 4,000?' Okay, 5,000. And for me, I put my back against the wall. I was already making money with sales. I was, uh, I think like, what, GIO at the time, growth operator, I was a growth operator at the time, and I was already making money, so, regardless of if the content worked or not, I would have known that I would have still made money, but I knew that it was still going to be the biggest lever to pull because I wanted to launch a consulting offer. So, what I did was I put my back against the wall. I paid Devin Jatho five figures. Um, I got a creative director, even though, you know, I wasn't doing crazy well. And I, I paid him a monthly retainer to force myself to put myself out there. And a lot of times like, we know what we got to do, but we just have to have an extra reason to do it. And for me, it was just paying someone a sweet retainer. And I told myself, I had, Josh, Josh is the creative director... ...I, I told myself that I'm going to work with this guy minimum for a year. And I was, in my head, I was like, 'I should send him a contract, sign it,' you know, 'He'll have my, he'll have this retainer for like a year.' I didn't end up doing it, but I stuck to my word. And that's what allowed me to actually just get myself out of my shell because I couldn't live with the fact that I was paying someone, you know, x amount of money and not using him. You know what I mean? So, that was that, okay? I kind of forced my hand because I knew myself, which is why, you know, whatever Nero talked about this morning, the awareness, the meditation, you have to be so aware of your problems that you're, that you're facing. Because once you're aware, you can actually solve it, right? The marketing team and the sales team are working with each other. A lot of you, when I talk to you guys when you guys run businesses, your appointment setter doesn't even talk to the content person. Why? Like, why? That, like, that's such, that's so stupid because the appointment setter and closers have such gold mines worth of content, right? Such gold mines. And that's when we can generate winning middle-of-funnel content ideas that actually break limiting beliefs. And again, your goal with content is to make sure that you get as little objections as possible. That's your number one goal, okay? And so, there's no need to play a guessing game if you're collecting data from the people that you're trying to sell to. That's it. What's up? I feel like, um, you have like a really good team at this point, and you kind of like, you're, you're still with your team, I feel like a lot of people build a team, but then they try to act busy all the time, so, team doesn't need them. How do you like, how did you build that culture of like, your team not caring whether you're working 3 hours a day, 5 hours a day, still like, performing? I think from my perspective is that, you're talking about like, how do I make sure that the culture is still very strong and hardworking while I can kind of chill and stuff, or... No, because most people build a team, and their team starts to feel like, 'The founder's not always working' or 'The founder doesn't care.' You don't have that. Well, I think my team understands that my work is not, my output is generated most when I'm actually working on one thing at a time. And so, instead of me spreading myself thin and doing 20 things on my to-do list, I'm doing one thing at a time, and I'm doing that thing so fucking well. So, when we pumped out that, that, that mastermind mindset video that got 100k views, the lead flow for my guys was insane, and I'm like, 'That doesn't take 2 hours to film.' Like, no, that takes hours and hours of researching, reading Nero's books, um, getting inspiration from other people, and all that to put the script together in order to present in a mastermind. And we had to set it up in Bali and all that, and all the clients were sitting down, like, the amount of intention that went to that content piece was so high that they understand that that's my best form of input. And so, they can't compare me working hard to them because we're just working on different things, you know what I mean? That's the main thing. But when your, when your team sees the output, they'll start to respect it, and then that's when everything will start to flow, okay? And so, once you have the insights, you double down on finding a format that can actually tackle those limiting beliefs. So, an objection we get all the time: 'What sales funnel do I implement?' Right? Sales funnel video. 24k views. How do I make more while working less? This is just, literally, tackling all your limiting beliefs. 4k views. How do I get more inbound leads? My story strategy, right? What type of lifestyle can I attain? Showing what it's like to actually run a business while in Malaysia. What kind of results can I expect? I show client interviews. So, if you pay attention to my marketing, I never make claims, because the moment you make claims, and people don't get that claim, that's when they, you know, they, they go after you and all that. I don't make any claims. I'm like, 'These are results I get, you decide the claim that you want for yourself, you decide the result you get. This is my track record, this is my history of clients that have worked with me, here's the average.' You get to decide how much you make with me, not me. You know, that's the key thing. What client results have you generated? What does your one-to-one coaching look like? This is huge. The number one question that people have before they work with you, is they ask, they ask themselves: 'What would it look like working with Val? What would it look like working with Hassan?' If you do a one-to-one coaching breakdown, like this... ...I promise you, you're going to, like, if you're actually good at what you do, you will get so many sales, because you're removing so many of their questions in their head, so many, you know what I mean? And when you do this well, and when you do this intentionally over a 3 to 6 month timespan, can you imagine every single limiting belief that they have, or every objection that they have, removed, because you've been intentional about creating the content? That's what you guys got to do. What's the blueprint to 100k a month? And so, you double down on what works through data and insights. Once you find a format that works, for me personally, I double down, and then I also roll this out to my clients. The perfect thing for me is that I am always the testing goat. I'm like the, the test, the lab, the lab rat, you know? I always test shit, I try different formats, whatever works, I just pass on to my clients, give them the exact format, give them the exact script structure to use, they go out, implement it, boom. And that's how you see Jake getting a million views, Josh Chang also getting a million views, all of that. That was all intentional, because I tried this, right? And then once you do it at a good enough rate, you'll get a lot of qualified followers, right? You'll get a lot of qualified followers. So, to wrap up this entire presentation, learn how to leverage your workflow, prioritize content and building your brand, and actually do it, and you will achieve every single goal you can think of. All right? Perfect.