0:00

Most people don't take risks . Most

0:02

people don't invest in education

0:04

. Most people get shiny object syndrome

0:06

and jump from one thing to the next . Most people

0:08

don't succeed at a very high level because of those

0:10

things . The minute that I sell , I'm going to make a YouTube

0:13

video and just talk about what , exactly what

0:15

it feels like , and just shoot it and upload it

0:17

. No BS , no plan , no script . And I did that and

0:19

I'm going to start the YouTube channel . I'm going to do one video

0:21

a week . I'm going to start doing the business coaching

0:23

properly . You don't start with a $7,000

0:26

high ticket program . My first thing was two hours

0:28

of mentoring for 50 pounds at my mom's house . This right

0:30

.

0:30

Here is William Brown . He went from making

0:32

$1,500 a month as

0:34

a musician to making over $16.4

0:38

million selling online education

0:40

. He went on to sell his firm to a

0:42

private equity firm for millions more

0:44

. He served over 4,000

0:46

clients globally in his e-learning platform

0:48

, building a team of 16 people and

0:50

one of the largest education platforms

0:53

on earth . Now he helps people build

0:55

, grow and exit their business

0:57

. Now he's on kickoff sessions , creating a

0:59

step-by-step road map for you to hit

1:01

your first $10,000 . Let's

1:04

get straight into it . What's up , people

1:06

? Before we get into this video , please make sure

1:08

to subscribe , like and comment

1:10

down below so we can get bigger and

1:13

better guests for you every single

1:15

week . Let's get straight into the video right

1:17

now . All right , sir , let's kick off . So

1:20

, before this podcast started , I

1:22

surveyed my audience and I wanted to find out where

1:24

they were in their journey , and over

1:26

78% of them are making less than

1:28

10k a month . That number surprised

1:30

you ? No , it's

1:34

interesting .

1:35

What do you think that is Well most

1:39

people don't kind of take risks

1:42

, most people don't invest

1:44

in education , most

1:47

people get shiny objects syndrome

1:49

and jump from one thing to the

1:51

next . So most people don't

1:53

kind of succeed at a very high level

1:55

because of those things .

1:57

Why do you think they have the limiting beliefs ?

2:01

Well , I think we're

2:04

very engineered by school

2:06

. We're also engineered to not

2:09

get rich . We're kind

2:11

of engineered to get a job and be happy with the

2:13

job and we're

2:17

just not made for success . So you've got to learn

2:20

to get there yourself through books

2:22

, through podcasts , through courses , through mentors

2:24

. But , like you said , you've

2:27

got to . Really you've

2:30

got to want it bad to push

2:32

yourself , because there is . I think there's a mental barrier

2:34

in all of us , like we were talking about earlier . There's

2:37

different levels , there's different mental barriers to overcome

2:39

, no matter where you are . I've

2:42

still got many . You've probably still got many . Many

2:44

people listening to this will have many . So

2:47

you've got to listen to podcasts

2:50

like this and take

2:52

the advice and run with it .

2:55

That reprogramming kind of

2:57

has to come intrinsically because

2:59

if it's being pushed on , you like

3:02

, oh , you should start this business or whatever . You've

3:04

probably seen that kind of fade out in individuals . Right

3:06

, they get into the wrong thing and like

3:08

for you , going all the way back to the trading days

3:10

, it must be very apparent to see , like when

3:13

things are going badly . It

3:15

shows you what you're made of .

3:18

Yeah , yeah , definitely . Those are

3:20

the defining moments . One of

3:22

those defining moments completely changed my life

3:24

. That time when I'd started trading

3:26

. Five , six months later I'd ran a £500

3:29

account up to about £8,000-$9,000

3:34

. I thought I was going to be a millionaire . I started looking at

3:36

houses and cars and stuff and

3:38

then I wiped almost all of the account

3:40

in a day and then learned my lesson

3:42

. And that was one of those times and I think

3:44

it could have gone either way . I could have . Either

3:47

I did stop , I stopped for a few weeks and

3:50

I could have either taken that you know , maybe

3:52

1.5K out and called

3:54

it a day , or done what I did

3:56

, which was take it out and I bought a course

3:59

for £300 . And then I joined

4:01

a live room for like 100 a

4:03

week , and on and on , and it was

4:05

that education that thankfully changed

4:07

the path you know .

4:09

So I think investing in education

4:11

is something that people always neglect

4:13

, though , because they think they can do it themselves

4:16

, and I've often heard you say that you

4:18

don't know what you don't know , and you're basically

4:20

like fooling yourself . You think you can

4:22

do it yourself and hack it yourself , and you're

4:24

a great example of this as well , because you've invested

4:27

in , like big mentors , small programs

4:29

, like as you've earned more money , you've

4:31

made those bigger investments , and

4:33

how do you think about that ? Investing in yourself abroad

4:35

? Because most people are sick to money in the market , right Instead

4:38

?

4:38

Yeah , I mean , one thing that always scares me

4:41

is I always think what don't I know

4:43

right now that I

4:45

should know , that I need to know to get to the

4:47

next level . So I'm in a mastermind right

4:49

now . It's a copywriting mastermind with this

4:51

guy , alan Sultonich , because

4:54

I wanted to get better writing copy . And

4:56

I'm about to join a mastermind

4:58

with another guy . It's pretty expensive

5:00

it's $30,000 to get in and two and

5:02

a half a month to stay in this

5:05

guy called Taylor Welch and

5:09

that is to get me to the

5:11

next level . So

5:13

, coming back to your question , I've

5:15

bought . I mean I've bought everything from 300

5:18

pound courses to 100 a week

5:20

things to Samuvan's

5:24

$36,000 , quantum

5:26

Mastermind and Colgordan's

5:29

boardroom . I think I was like $65,000

5:31

for the year and everything

5:33

in between . I've paid two grand for

5:35

an hour with someone and all of that stuff . But

5:37

, like Alex Hamosi

5:39

says , if you're not making

5:41

a million a month , that's

5:43

just because you don't yet know how to

5:46

make a million a month , right ? So

5:49

the closest I've ever got is at 824k

5:51

in one month . So I don't know how to make a million

5:54

, or else I guess I would have . So I'm

5:56

always like what don't I know ? And it's

5:58

kind of a healthy fear .

6:00

And it's also like I've heard it

6:02

put as well that you're not worthy

6:04

of it yet , right ? If someone isn't making 10k

6:06

or 20k , it's like they need the skills to get to

6:08

that point , right ? How do you decipher

6:11

between what to invest in

6:13

and what not to invest in as an individual ? Because there's a lot of noise

6:15

in online space and like a lot of the

6:17

programs fantastic , super helpful

6:19

but is there a way to decipher between

6:21

what is bullshit and what is not , because you need that

6:23

assistant ?

6:25

Two things there , right . So the first thing is this

6:27

is something that I learned from Sam Evans . I'm

6:29

probably going to say his name seven

6:31

times in his podcast , but

6:34

when I first joined Quantum , I

6:36

went through his up level program

6:38

, right . And one of the first things that you

6:41

do I think it's the up level one or the other

6:43

one that he has One of the first things that you

6:45

do is you design the

6:47

person who is capable

6:49

of achieving what you want . So

6:52

you know what's their sleep pattern , what

6:54

is their diet , their health , their clothing

6:57

, their clothing , their work patterns

6:59

, what are they working on , so

7:01

on and so forth . So he

7:04

said in that program the reason that you're

7:06

not where you want to be is because you are not yet

7:08

capable of being

7:10

that person yet , right

7:13

. So he would have you design that

7:15

person so that you're aware of

7:17

what needs to change , and then

7:19

you start changing it along with doing the work . And

7:21

then you get there . And that was

7:23

a very valuable exercise because it made me

7:25

realize certain things

7:27

about the way that I was working then , things

7:30

that I wasn't doing , and then I was like , okay , well

7:32

, I can start doing that now

7:34

. You know , one of those things was was

7:36

running paid ads , for example . When you

7:38

know , when I joined Alex Becker's mastermind , I just didn't

7:40

know about it yet . I didn't know about it

7:42

, I didn't know how to do it , I

7:45

didn't know anything and I was just that

7:47

money was just there . You know that the

7:49

scale , because we were doing maybe , what

7:52

were we doing ? I think we were doing 30

7:54

, 40k before we turned on

7:56

ads and then within three , six months

7:58

we were up at you know , one , 200k

8:00

a month . So that 200k a month was

8:03

like , right , there , I was here and

8:05

I just didn't know how

8:07

to kind of get there , if that makes sense , and then buying Alex's

8:10

education and getting his knowledge , bridge

8:12

that gap , and then fast forward three , six months

8:14

and I'm over there . And then it's like , right

8:16

, what don't I know now ? Well , I don't know how to build

8:18

a sales team . Cole Gordon does

8:21

Cool , let me buy his mastermind

8:23

. I go over the bridge again , that

8:25

gets us to 600 , 800 a month . Now

8:27

I kind of know how to do that . So I'm going to go

8:29

into Taylor Welch and be like how do I

8:31

do one , two million a month ? Let's

8:34

go over that bridge now and get over there . So

8:36

it's always a case of you know who do I need

8:38

to be and what do I need to know . If I'm

8:40

not that person that I don't know , then I better find someone

8:43

who is and pay for their time

8:45

and help . So that's my

8:47

thoughts on becoming who you need to be and learning

8:49

what you need to know , and I forgot your

8:52

second question , so I'm going to pass the ball back to you ?

8:54

No , not at all . It's a shift in identity , right

8:56

? It's like over time , you need to realign

8:58

yourself with the person that you want to be and then

9:00

also get the person to help you along the way . Right

9:02

, and we'll get into all the different aspects of ads

9:04

and everything . But what I love about your stuff is that you're

9:07

selling information . You want people to be able

9:09

to sell information via it . How

9:11

and why is that important to you ?

9:15

Well , it's important to me now

9:17

because I'm in a place

9:20

where money is not the

9:22

main goal anymore . So

9:24

the main goal now I mean the mission statement behind

9:26

my new company is make money

9:28

, have fun and help people . All right , and

9:31

information is the

9:33

best way to help people , because not

9:36

knowing what you don't know is all

9:38

that's stopping you from having

9:41

the best life , your dream life . So

9:43

, getting fit , you need to just get the knowledge

9:45

on how to do it . Make money , you

9:48

need the knowledge on how to do it . Find

9:50

your dream partner , you need the knowledge and the strategies

9:52

on how to do it . So your

9:55

dream life is just on the other

9:57

side of bridging the

9:59

knowledge gap and fixing that problem

10:02

of what you don't yet know , and then you can go and achieve

10:04

what you want to achieve and make

10:06

real your goals and your dreams and that kind

10:09

of stuff over there . So that's

10:11

why you know information is . It's

10:14

just . I just think it's a great business model

10:16

, man . You get to genuinely help people

10:18

, share your

10:20

skills , your talents , pass along

10:22

the value and make loads of money in

10:24

the process . What could be better ?

10:26

than that 100% . Some observation

10:28

I have of like people who sell a course and

10:30

whatnot , is that they haven't done the work beforehand

10:32

, they don't have the skill right and you focus in

10:34

on that too is like developing that skill . Now

10:37

, what we choose someone , a philosophy , because

10:39

I have seen in even myself

10:41

had like low ticket courses . I know you

10:43

speak about kind of high ticket and focusing on

10:45

that , but it's really nailing that skill . So

10:47

like how should someone who's stuck in a position

10:50

look to iron out that

10:52

crease first ?

10:54

In terms of are they

10:56

somebody who kind of doesn't know what to teach

10:58

, or they don't have a skill , or are they someone who can't

11:00

learn a skill ? to be able to teach it , yeah

11:03

, so obviously you can't sell

11:06

. Let

11:09

me share an example , a more tangible example , right

11:11

? So I

11:13

need to get another example , because I've used

11:16

this one too many times now . But , like the golf example

11:19

, I've never , ever played golf in

11:21

my life . I'm a zero . So on a scale of one

11:23

to 10 , tiger Woods is a 10 . I

11:26

am a zero , right ? That's the scale . Now

11:29

, the better you are , the

11:31

further up that scale you are . Let's say your Tiger

11:33

Woods . If we wanted to get coached by him , it

11:35

would be like 25 grand an

11:38

hour or more , probably

11:40

way more . So we wouldn't

11:43

want that and we couldn't afford that either

11:45

. Or you know . But

11:47

let's say we are a zero and we

11:49

just want to learn to play and just know where

11:52

to play and how to play . We

11:54

probably want like a three or four on

11:56

the scale . Now , you

11:58

could learn to be a three or four If you wanted to

12:00

be a golf coach . You could learn

12:02

to be a three or four . Probably . In what ? Three

12:05

months , four or five , six months . You

12:07

could get there , and then you are then a three

12:10

or four . You qualify to start teaching zeros

12:12

or ones , right ? So

12:14

if we rewind to my own

12:16

story . When I first started accidentally

12:19

teaching trading , I was probably a four , maybe

12:23

a five , right , it was about a year and a half

12:25

in and a buddy just asked me for help

12:27

. So I was not

12:29

a professional trader , I've never traded for

12:31

a fund , and on and on and on right

12:33

. So I was more so at the start

12:35

of my journey . But I'd done a hell of a lot of work , I've

12:38

made a lot of mistakes , I've made money and lost

12:40

money , and I had two great mentors by that stage

12:42

, and on and on . So I certainly

12:44

wasn't a zero , I certainly wasn't a 10 . I was probably

12:46

in the middle of out of five , right . Also

12:48

, teaching other people helps you to learn

12:50

, which is an amazing , amazing benefit

12:52

, right , because they challenge you on your

12:55

thoughts and ideas , question you and you've

12:57

got to get better . So teaching actually

12:59

helps you to learn . So if

13:01

you're a zero , you've got time

13:04

to go . You can't sell any

13:06

knowledge or information until you at least

13:08

a three , four , five , right , depending on the

13:10

field . Okay , some fields

13:12

you can be less and you can teach . Some fields it needs

13:14

to be more and you can teach . Okay , if you're teaching

13:17

like real estate , you can't be a three because

13:19

it's a lot of money involved .

13:20

You've got to know a lot blah , blah , blah

13:22

and the oral white out there attaching . That's

13:25

a big thing , right , For your people , there's

13:27

learning the basics of trading . But as you increase

13:29

the value , I imagine that they're expecting more in

13:31

return , right yeah ?

13:32

exactly , yeah , and you ? That's a really great point . You

13:34

don't start with a $7,000 high ticket

13:37

program , you start with I mean , my

13:39

first thing was two hours of mentoring for 50 pounds

13:41

at

13:45

my mom's house , so it wasn't

13:47

spectacular , let's just put it that way in my little

13:50

bedroom , the bed in the background

13:52

, so it wasn't spectacular . And maybe

13:54

a golf teacher starts with

13:56

just to come to a club for two hours and

13:59

buy these two clubs and maybe wear these

14:01

kind of clothes and we'll do a round

14:03

and you just watch me and

14:05

observe , maybe for $100

14:08

an hour or $200 an hour or something . Then

14:11

you know and you just progress from there . So again , it

14:13

depends on the field and the niche and blah

14:15

, blah , blah . But to

14:17

really answer the question very succinctly , if you're a zero

14:20

you can't do anything yet you've got to get to

14:22

a two , three , four range . When you're

14:24

there , just start small with maybe

14:26

one to one . Coaching is a good place to start , to

14:29

give your skin in the game , or just a little program

14:31

of some kind , you know .

14:34

Of course it's . Most people will look at where to

14:36

add and think that it's not valuable . It's imposter

14:38

syndrome , right , but you walked , you

14:40

crawled before you could walk , or and

14:42

then before you run . What I love about your approach was

14:44

that you scaled up the offers , that you had multiple

14:46

offers , and you were doing that . How

14:48

do you think about like the offer in particular

14:51

, because you had people like Sam Evans who just had

14:53

, for the most part , one offer , right , and

14:55

then you've someone like yourself that had from $50

14:58

all the up to $7,000 . Well , I know , obviously

15:00

change over time , but it's quite interesting

15:02

, right . Like is there a mechanism for you to

15:04

think about how someone should build out their offer

15:06

for coaching or courses ?

15:09

Yeah . So you start small , you

15:11

start low priced and

15:14

, as you see , clients get results and

15:16

you keep getting bigger and better . You

15:19

can make the program bigger and better , right

15:21

? So if we take the

15:23

coaching that I do with business owners now , that

15:27

just started because one guy from a

15:29

mastermind that I was in he was at the

15:31

mastermind and the owner of it was sharing

15:33

my story and then he messaged

15:35

me on Instagram and he was like well , I'm at Dan's mastermind

15:37

, he's saying some great things about you . Could you help

15:40

me and I'll give me £3,000 a month . We'll do an hour

15:42

a week . I was like no problem , let's go . So

15:44

again , kind of like a trading offer , this

15:47

guy , ollie , kind of made the offer

15:49

for me almost and he thought three was fair

15:51

. I thought three was fair , let's go right . And

15:53

then I made him a lot of money , man

15:56

, multi , six figures , maybe even seven

15:58

by this stage . So good

16:01

question . So when Ollie came to me , he was doing about 40

16:03

, 50 a month . His webinar was

16:05

not dialed in , his funnel wasn't optimized

16:07

, his pricing was wrong , he

16:09

didn't have setters in place , his email

16:11

was off . There was a lot to fix . He

16:13

didn't know how to run an offer or utilize

16:16

email properly and just fixing those

16:18

things , I mean within three weeks . I've made him like 110k

16:21

just by running off to his email list for

16:24

an old product , just like , and then he was

16:26

a client for a long time after that .

16:28

Let me ask you on that what are you spotting

16:30

out of holes in that ? Because , just to give you

16:32

an example , we've a client that joined our business

16:34

and they were joined their client

16:37

list and they're running a lot of issues to business

16:39

. And before I said

16:41

yes or no to accepting it , I was like , let me just have a look

16:43

at the courses and what's happened in the back end and

16:46

my just observation was that they had missed a lot of

16:48

these small areas . But it was

16:50

a third eye . It wasn't that I was smarter or

16:52

better or whatever . It's just the fact that when someone

16:54

saw on the weeds , they didn't have that idea . So how were

16:56

you doing that ? Top down philosophy .

16:59

It's the same way every time . I mean whenever anyone joins

17:01

me as a client , the first call I just grill

17:04

them . I'm just like right , how are you getting

17:06

customers ? What is it costing ? I'm

17:08

just looking for things that they're not doing , that

17:11

I've done in the past that have worked very well . So

17:13

I'll say to them , like what are you doing with your email list

17:15

? If they say nothing , I am like I

17:17

am about to make you a lot of money

17:20

. Or if they say you know , if I say

17:22

like I've just taken on a new client last

17:24

week and I was like , run me through your funnel metrics

17:26

, he was like , oh , we

17:28

don't track them . And I was like

17:30

, well , why do you think you're doing fucking 24k

17:32

a month ? You know like you're

17:35

not doing and it kind of goes back

17:37

to what we were saying earlier he's not doing

17:39

the things that the people making half

17:42

a million a month are . So you

17:44

should probably do them , you know , do your email properly

17:46

, do SMS properly , know

17:48

where the bottlenecks are in your funnel so that you can fix

17:51

them . Most people don't even know where

17:54

the bottlenecks are , so how

17:56

can you fix them ? So I just

17:58

come in and just look at every area

18:00

that I know of and that I've worked

18:02

in in the past , and I just

18:04

look for little things that they're not doing and

18:07

then I show them how to do it and

18:10

just fix it , and then they grow a lot

18:12

and they're happy and I'm

18:14

happy .

18:15

What were some of those leaks in your business as it was growing ?

18:21

Well , there's different problems

18:23

to solve at each level , right

18:25

? So if we rewind back to

18:28

when the business was organic

18:30

only and we had no ads , it

18:32

was just a YouTube channel and Twitter

18:35

for traffic , right

18:37

, the pricing was too low

18:39

. So I remember when I joined Sam Ovens Mastermind

18:41

, one of the very first things he said was

18:43

what do you sell ? And I said , right , we've got

18:46

a bronze for this , we've got a silver for this , a

18:48

gold for this , a platinum for this . And he said

18:50

, which one do you make most money from ? I

18:52

was like I don't know . So I went and built that data

18:54

and it was . It should have been

18:56

obvious . You know , it is , in hindsight , the

18:59

most expensive one , which was one and a half thousand pounds

19:01

back then 1495

19:03

, made us the most money by far . It's not even that a lot

19:05

, yeah , For

19:07

back then I mean , you've got to . We were starting small and that

19:09

was like my big expensive thing . And

19:12

so he was like , right , we'll stop selling bronze

19:15

, silver and gold , only sell platinum

19:17

and offer some one to one on the back end to stretch

19:19

the LTV . So I was like , okay

19:21

, so I did that straight away and within three , four

19:23

months we were making more money because of that change

19:25

, Right ? So again , I didn't know

19:27

that . Sam did know that . He told me

19:29

that I did it and made more money . Same

19:32

with my clients . I'm like are you doing email ? No , right

19:34

, Well , let's do this , this , this . Have

19:36

you ran a reoffer yet ? No

19:38

, what . What is that ? Right , here's what it is

19:40

, and let's do it . Are you using SMS

19:43

to book calls ? No , let's do

19:45

that . Blah , blah , blah , and you just

19:47

squeeze the , the buckets that aren't being utilized

19:49

, and then you just make more money .

19:52

That's amazing , man . It's really interesting because there's

19:54

this , there's obviously it's multifactorial , so

19:56

it's not like there's one specific thing

19:58

right . And if we were to drill this back

20:00

, you mentioned around like the offer , the

20:03

conversion , the sales process . What I

20:05

loved about your work is that you're really in the

20:07

weeds through the sales , so you're understanding

20:09

what's happening , and a lot of people will try to outsource

20:13

their own inadequacies how I describe it and

20:15

I kind of love to be close to the customer

20:18

and to like learn it . It's got . It boggles

20:20

me that people don't want to do that or they're not

20:22

. How do you think

20:24

about running like sales calls , or

20:26

when ? Why should you ? Because some people are selling low

20:28

ticket . Should it always be involved in the sales

20:30

process ? All right , people , we're just going to take one

20:33

short little break for a little update about

20:35

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20:37

like this and you want to start your own podcast

20:39

, head into the links down below the pockets university

20:41

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20:43

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20:46

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20:48

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20:50

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20:52

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20:54

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20:56

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21:00

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21:02

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21:05

how to launch and scale your own podcast

21:07

.

21:07

Yeah , I think , thinking back

21:09

. So with the clients that I work with now

21:11

, I've never I

21:14

haven't worked without many people maybe 80 , 90

21:16

people but I've never had an unhappy customer right so

21:19

far . Touch wood , and I

21:21

put that down to it being one to one with me

21:23

, you know . So it's not just a program

21:25

like whether it's the group coaching program you

21:27

come into or the one to one . I

21:29

am with you and that's the difference

21:32

, because in the trading company there

21:34

was coaching but it wasn't with me , the founder

21:36

, it wasn't quite as high level

21:38

as it is now , because I just

21:40

one to one is is

21:43

a real game changer for client results and

21:45

you're in the trenches with them as well . So

21:47

you're actively seeing . What are they stuck on

21:49

? Like the training

21:51

program that I have now , I'm always

21:53

adding and taking out and changing

21:55

bits as I see things working

21:58

and not working Right . So

22:00

I've just had a , literally two hours ago , a

22:02

client what sat me and he was like oh hey , well

22:04

, you know I'm struggling with the opt in

22:07

headlines and copy . So

22:09

in a over the next few days I'll go

22:11

back and change that module to make it deeper

22:13

, make it clearer , and then it makes the program

22:16

better , the customer is happier , new

22:18

customers will be happier and it all gets bigger

22:20

and better . So learning from

22:22

your customers is is

22:25

the way interacting with them , working

22:27

with them one to one ? Is it scalable

22:29

? No , or just

22:31

charge more anyway , you scale your prices

22:33

.

22:33

Yeah , just scale your prices . Yeah , that's super

22:35

interesting . Have you ever read category of one ? No

22:38

, great book , excellent book , especially kind

22:40

of for what you do , right , because the way

22:42

he boils it down is that everything to some degree is

22:44

a commodity . So let's say , like trading programs

22:46

or commodities , sales programs or commodities

22:48

, but what the differentiator is , it's

22:51

the experience , it's interaction , it's how you

22:53

emotionally connect with your prospect

22:55

and customer . So if you're able to like , have

22:57

that like in the trenches relationship

23:00

with them and just have that customer

23:02

experience and be someone who's a trusted advisor

23:04

, they'll fucking stick with you , because at

23:06

the end of the day , it's almost assumed

23:08

that you're going to make them more money . That's the commodity

23:10

. It's like they're coming to you for that . So that's amazing

23:12

as it is , but they don't value that

23:14

as much as how you make them feel

23:16

during that process . And that's an entire

23:18

concept of the book and it's how , like the , it's

23:21

how Apple makes you feel as well , connected to Apple

23:23

, because yeah , it's a fucking iPhone

23:25

, but there's also many

23:27

other phones out there . It's a connection .

23:30

Yeah , I was talking to a buddy about that

23:32

the other day . Someone said to me why

23:35

would anyone buy a program for me

23:37

though , when there's already other similar

23:39

programs ? And I was saying , like

23:42

there's different ways to get an edge , like

23:44

some people just will buy from you because they just resonate

23:46

with you , because they like

23:48

you , they trust you , they respect you , maybe they

23:50

are similar to you , maybe they're similar in age , maybe

23:53

they live in the same place , maybe they resonate with your background

23:55

. You know , a few people say to me I

23:58

like you because you used to be a DJ , and I used

24:00

to be a DJ , okay , cool , no problem

24:02

. The bad group is yeah , you know , or

24:04

you know , oh , it's really interesting . You digraphy , I

24:06

used to do graffiti , so okay , you

24:08

know . And there's just all

24:10

these little edges . So it's not always the program

24:12

, it's not always the pricing

24:15

. It can be you

24:17

Do you take the sales calls that can give

24:19

you an edge ? Is it one to one

24:21

coaching that can give you an edge ? Are

24:24

you a nice person that people

24:26

just generally like , that can give you an edge

24:28

. Or if you're like you know

24:30

, maybe you're a knob and knobs resonate

24:32

, with you and I can give you an edge .

24:33

you know . So , who knows it depends on the individual

24:36

right and kind of what they're looking for . How

24:38

have you stayed like so calm

24:40

and like like , basically like kind

24:42

to the process ? Because you're very like normal , like gentle

24:45

, nice guy , right , it's not like the money's . I

24:47

got your head from the process , Whereas you could

24:49

have , and so many other people go in the

24:51

other way . So it's very admirable the way you're

24:53

so level headed .

24:54

Dude , I ain't calm , you know

24:56

. I'm glad you think so

24:58

. Yeah , maybe

25:00

I just don't sure . I mean , I'm always thinking , you know , there's

25:03

always something that I want next , and where

25:05

am I going and am I on track ? And you

25:07

know , what do I need to learn ? That I don't know , and

25:09

on and on . So my

25:12

head's always quite busy , but I'm good at planning

25:14

, you know . Maybe it's just because I think deeply

25:16

and I always have like a blueprint

25:19

and steps and I've always got like a next

25:21

step or a next goal

25:23

. I've got this kind of planner

25:26

called the alchemy of self document that

25:28

I got from Sam Ovens . Have you ever heard of that ? No

25:31

, maybe we could talk a bit about that . But

25:33

basically it's just a document where

25:35

you've got your goals that you want to achieve in

25:37

order , okay , a plan

25:40

for each one , how they all link

25:42

together , and there's like it's

25:44

, you know , you put your affirmations

25:46

in there , you put your design , your character in

25:49

there , so it's like a guiding force

25:51

, basically , and you always know what's the next

25:53

goal , and and so on and so

25:55

forth . So who

25:58

knows ?

25:59

Yeah , maybe it's just only mad . It's

26:01

the inner work , though , right ? Sometimes I was

26:03

saying this earlier it's like entrepreneurship

26:05

is a journey of self discovery . This

26:07

guy's in a quest for profitability Because

26:10

a lot of time , like if you've obviously probably read

26:12

the emit like your business is a reflection of you

26:14

, right ? So if you're this fucking anxious

26:16

, like running mess , that's sloppy

26:18

, that's what your business is , right

26:20

. And how often do you see

26:22

that kind of panel ? Because you've been doing this

26:24

for many more years than me , but it's kind of

26:26

like anyone can spin up NK for

26:29

a month , but it's like how can you do that

26:31

and many more for

26:33

many years . Like someone

26:35

like Iman , right ? He always talks about like

26:37

it's about how you're retaining and preserving

26:39

and multiplying this cash for fucking decades

26:42

is the ultimate test .

26:43

Yeah , I mean it's , it's the mirror principle

26:45

, you know . So if you

26:48

refuse to buy education , if

26:50

you refuse to invest in yourself , don't

26:53

expect anyone to buy from you , don't

26:55

expect anyone to invest in you , because

26:58

that's not what you are about . So

27:00

if you are kind and

27:03

respectful , then people

27:05

will probably be kind and respectful to you

27:07

, because that's your energy . You know if

27:09

you're . You know if you're . If

27:11

you think everything is a scam , you know , and

27:13

online courses are all

27:16

nonsense and you know 3k

27:18

or 5k to learn how to make half a million

27:21

a month for the rest of your life is unfair , then

27:24

you are never going to be able to sell education

27:26

or anything . You know . If you

27:28

see a program

27:31

that's $1,000 and you think what

27:33

, why would anyone pay that ? That's just a reflection

27:35

of you , because you would never pay it . Many

27:37

other people would . It's just that you wouldn't

27:39

. You know it's like whenever I see

27:41

angry comments , I

27:44

always think what is wrong with you . You

27:47

know , I don't think what is it about or

27:49

who is it about , or blah , blah , blah . I think . I

27:52

hope you're okay . You know , because it doesn't look or

27:54

sound like you are kind of thing . It's just humans

27:57

reflecting themselves on

27:59

the world Basic mirror principle

28:01

.

28:01

And it's not taking that stuff personally

28:04

as a result . It's just continuing on the business , continuing

28:06

on the path . Let's talk about

28:08

growing these offers . So you're

28:11

, you're basically looking at increasing

28:13

the value of these offers , increasing the

28:15

value and the price over time , but also increasing

28:18

the traffic . Now , how do you think about

28:20

, let's say , paid traffic versus organic

28:22

, and should someone start with paid

28:24

if they don't have the following yeah

28:26

, I mean , organic is always a great

28:28

thing to have .

28:29

If you've got patience and

28:32

you don't need instant results

28:34

, organic is always the best way to

28:36

begin because it's

28:38

very high trust . Okay

28:41

, so , if you like , go on YouTube right now and

28:44

you just see a video and it kind of

28:46

resonates with you and you watch it and

28:49

you like the person and you like the message and

28:51

then maybe they make a call to act at the end . If

28:53

you want any help with this , there's a link in the description

28:56

. Okay , cool , and you click the link , maybe

28:58

watch a little VSL and book a call . It's like

29:00

you have led the way . They

29:03

haven't forced you , they haven't

29:05

kind of pushed you into it . It's

29:08

more . You know you've just

29:10

found your way there , so

29:12

the show up rate in that case will be monstrously

29:14

higher . The close rate will be monstrously

29:16

higher , better quality of customer

29:19

because of that right . But ads , on

29:21

the other hand , is like shoving

29:23

it down the throat . You know you're on YouTube , ad

29:25

pops up . You don't really choose to see it

29:27

, you don't really want to see it . Maybe

29:29

it grabs you , yes , but it's like

29:32

you're being forced into a sales

29:34

process , which is okay , that works

29:36

and that's fine , but you'll

29:38

always see more negative reviews

29:41

of people that run ads a lot

29:43

. So the people that run ads at

29:45

massive scale , there's all

29:47

. If you google their name scam , there's always

29:50

blog posts . There's always

29:52

bad reviews . Why do you know this ? Well

29:54

, it's because of that style of marketing . It's

29:57

very , you know , pulling

29:59

you in and almost forcing you through you

30:02

know , I was thinking of the Pai Lopez , like Lamborghini

30:04

, yeah . Yeah

30:06

, so it's those , it's those two types

30:09

you know . So organic is

30:11

the best because it builds the

30:13

most trust , right , and it lets the prospect

30:15

come in themselves . But

30:17

paid ads if you want to scale , unless you're very

30:19

lucky with organic and you've got a massive YouTube

30:21

, massive Instagram , blah , blah , blah . Fair

30:24

enough , you're okay , but ads

30:27

are the fuel on the fire . So if you

30:29

can start with organic and then run ads , you're

30:31

going to make a lot of money . If you can get to 30

30:33

, 40 , 50k organically , then

30:36

do ads .

30:36

Well , that is a recipe for a

30:38

quarter of a million a month , half a million a month and

30:41

above the question for you on that is is

30:43

that kind of optimized for info products

30:45

or courses programs that scale

30:47

with a lot of people in them versus , let's

30:50

say , a fulfillment style business ?

30:52

Yeah , that is the caveat , because

30:55

if it's an agency , for example

30:57

, you may not be

30:59

able to scale it . You may not want

31:02

to scale it . You might have to play with the offer

31:04

and deliverables a little bit to make it more scalable

31:06

, whether you want to do that or not .

31:08

Well , that's the beauty of coaching , right ? That's the

31:10

whole thesis , I guess of some degree , is

31:12

that you can put the 50k in to make

31:14

the mill back , right .

31:16

Yeah , exactly . So

31:20

it's kind of what do you want ? I mean , if you've got money

31:23

and you want to get to 10 , 20

31:25

, 30k faster , just run

31:28

ads . Just run ads and you'll get

31:30

there , no problem . If you're really

31:32

playing the long game , then

31:34

organic first , then ads , and

31:38

if you're maybe in a position like where I'm in

31:40

, where you don't even need the

31:42

money , just do you just

31:44

organic and just keep it smaller , more

31:46

fun , play the very long game and

31:49

that is going to do very well

31:51

in the long term .

31:53

Brand equity just scales asymmetrically

31:55

. It just keeps going fucking

31:57

crazy and crazy and crazy because

31:59

you just put in those so many reps

32:02

and that's what people I can

32:04

see . What people don't do it because they're strapped for cash

32:06

. And when I was leaving like the nine

32:08

to five world I actually had the time and

32:11

I was getting paid . Does that make sense ? So I could put the

32:13

I would say , nearly two years of

32:15

building the brand equity and then I was

32:17

able to cash in on that when I left

32:20

. But most people are not in that scenario

32:22

. You know they're not able to think about it . I

32:24

want to ask you about the kind of trends in

32:26

coaching . So I'm seeing more and more

32:29

like high level entrepreneurs like you build out

32:31

these coaching programs around your specialist skill . Do

32:33

you see that just being like a real big trend for this year

32:35

? And even examples you have of people that knit

32:38

right they're . These people are

32:40

developing coaching businesses which are very little fulfillment

32:42

and they're getting some crazy numbers .

32:45

I just think logically , people

32:48

are just realizing that they can do

32:50

it . So I think there's

32:52

always been people with

32:54

a skill or a talent or something and

32:57

they probably just didn't know that

32:59

, either , that it was possible or

33:02

how to do it . And

33:04

people are learning en

33:07

masse . Now , you know , like , oh , wait a minute . You

33:10

know I am a golf coach . I can

33:12

teach golf and make 10 , 20 K a month . Let

33:14

me go and do it . Or , like the

33:16

knitting lady , oh my God , you

33:18

know I can have a community . I can , you

33:21

know , get together all the people that love it as much

33:23

as me . It's great fun and

33:25

I can make money from it . Or , you know , traders

33:28

, dropshippers , ecom

33:30

, guys yeah

33:32

, people are just realizing now that this

33:34

is just possible

33:36

and that it can be done .

33:39

There's a nice observation here as well about if

33:42

you ever see an example of like people digging for gold

33:44

during the gold rush or selling the shovels . Usually

33:47

in the scenario when you're selling the shovels you can actually

33:50

make a shit on a car . So , like I say , if it's a sales program

33:52

, you're putting sales reps into

33:54

companies . If you teach people how to become

33:57

sales reps , you make a shit ton of money

33:59

selling the shovels in that instance , right

34:01

. So it's kind of like people are opening

34:03

up the opportunity . Now question off , that is is

34:05

there sometimes not enough attention

34:08

you give in a coaching program that they can tangibly

34:10

action , or does that mean , or

34:12

do you put emphasis on making a really thorough

34:14

program so that they become real

34:17

specialists ?

34:18

Yeah , I mean that's down to the

34:21

integrity of the

34:23

creator , of the owner . You know so

34:26

, for me , I wouldn't allow myself

34:29

to do any large

34:31

scale business coaching until I'd won the

34:35

ClickFunnels 10 million award and sold the company . So

34:37

all my personal friends have known that

34:39

I've wanted to do this for probably two

34:41

years now and

34:43

I always said for the last two years you know , when I've , when

34:45

I believe in , I believe that

34:47

I am worthy of doing it , then I'll

34:50

do it . And now I'm not . You

34:52

know so for me , this adventure

34:54

is really , really integrity

34:57

led . You know , more

34:59

than money now , and

35:03

I think if you

35:05

work with someone like that , the outcome is going to

35:07

be very different to your everyday business coach

35:09

. You know so it's . I

35:12

think you asked this question earlier , like how do you

35:14

tell who is great

35:16

and who's not , who's the real deal and who's

35:19

not ? Well , just look at their accolades

35:21

and their track record . You know , I mean I

35:23

could load up a stripe and show you over

35:25

10 million cash right now in

35:28

that one stripe . How many people can

35:30

do that ? I could show you the APA from

35:32

the private equity firm that bought my company . How

35:34

many people can do that . You could come to my

35:36

office and see the 10 million award on

35:38

the wall , and I can show you the audit

35:41

that I gave to them when I won it . How

35:43

many people can do that ?

35:44

You have the authority right . You have the authority

35:46

and the experience . So you're building the authority

35:49

with your YouTube and so on , like you're an influential character

35:51

. But then you have the experience and , like

35:53

a lot of the 21 year old Twitter bros , have

35:55

no idea .

35:57

Yeah , it's just hard proof . You know it's

35:59

just , it's just hard proof . So

36:01

, but then again , I mean I'm quite expensive to work

36:03

with , so you might want to start

36:06

with someone a bit smaller and cheaper . And

36:08

look , they might not be the best person in the world , they

36:10

might not have made them all the money in the world , but

36:12

you could probably learn something from them that will really help

36:14

you .

36:14

But everyone needs a mentor and a mentee

36:17

right ? Someone you're teaching , even a coaching program

36:19

or someone that you're looking up to , and I learned that

36:21

from Luke Bellmer . He was like you know . Get someone

36:23

who's ahead of you and then teach someone behind

36:25

you , and it's the only way you're going to really develop and

36:28

hone in your skills right ? Talk

36:30

to me . True , with the private equity sale , I've heard

36:32

like the worst things possible from

36:34

people and it seems like you got out with your

36:36

head intact .

36:37

That was . I think that was the most stressful thing

36:39

I've ever done in my life

36:42

. It's just

36:44

bloody deep , it's serious Whenever

36:47

lawyers are involved and a lot

36:49

of money is involved . It

36:53

was the due diligence that was the hard part . So

36:55

preparing for sale was fine . That was fun

36:58

and pretty easy . It took like six months to

37:00

do just to get myself completely out systemise

37:02

all departments , remove any key man risk , build

37:05

out the financials . So everything's ready . That

37:07

was kind of all right . Finding a

37:09

buyer was actually pretty fine . I worked

37:11

with a very good M&A advisor . He

37:14

found a couple of great buyers . One

37:16

fell through and then the second was the one that

37:18

acquired us in the end . So that was kind of all

37:20

right . And due

37:22

diligence was just very hard because they had

37:25

to interview the

37:27

entire team multiple times . Two

37:30

or three people had to go through the

37:32

entire product , obviously , you know

37:35

to see what they were buying , see the value of it , blah , blah , blah . They

37:37

had to interview a big handful of customers

37:40

as well to say you know how was the

37:42

process ? Are you happy ? What are the

37:44

results that you've got ? On and on . So

37:46

it's just I mean , it's common sense really , if

37:48

you were going to buy a big business for multiple

37:50

millions of dollars , you're going to want to

37:52

speak to the team , speak to the customers , go through the

37:54

program , go through all the numbers . A

37:57

couple of more extreme things were like they wanted

37:59

to speak to as many

38:01

of the owners of the softwares and the things

38:04

that we use . So they interviewed the media

38:07

buying company that we use just to see

38:10

that they were real and see the ad spend

38:12

and see the operations

38:14

of the company and so on and so forth . So

38:16

it was just a long , deep , complex

38:19

, time consuming process

38:21

. At one stage

38:23

we almost didn't close because of just a

38:26

few little errors in the P&Ls

38:28

. In different months , like you

38:30

know , the price of high-ross

38:32

tracking software might say , march

38:35

2022 , it might be $200 , and

38:38

then in April it goes to four and they're like why did

38:40

that go from two to four ? What

38:42

changed ? Did it need to be done or not

38:44

? So PE

38:46

they I mean this

38:48

firm that bought us they'd never owned an

38:50

info product before . You know , an

38:53

info company . So there was a lot that

38:55

they just didn't get , that they just didn't know

38:57

. Why do you have seven sales reps

38:59

? Why not two ? Well , you

39:02

know . So if Karl

39:04

or Josh are . If you watch this . You're awesome . I

39:07

love you , no qualms at all . You just do what

39:09

you had to do , but yeah

39:12

, it was just a mission .

39:13

Is there a risk that when they interview

39:15

, like your customers and your employees

39:18

, that that would like tarnish the business because they're like

39:20

, oh fuck this , I'm not going to stick around with this

39:22

crowd .

39:22

Yeah , 100% . I mean a customer could

39:25

have said it's absolutely terrible , don't

39:27

buy this business , and the sale could have fell through

39:29

. Or a member of staff could

39:31

have said I hate my life , I hate this job , I'm underpaid

39:33

.

39:33

They could have even left . Let's say so . Let's say you

39:36

exit , and then the team implore

39:38

because they're just like they're , they

39:40

don't like the merger . Basically , as a result

39:42

, that makes sense . All right , guys . One short

39:45

little update for Vox . I want to give a short

39:47

overview about my own company , my

39:49

media company called Vox . So if you are a company

39:51

or you are an enterprise looking

39:53

to grow your brand and looking

39:56

to grow your podcast , feel free to

39:58

reach out to work with us at Vox . What we do is

40:00

a fully fledged end to end management

40:02

of your podcast . We take care of the strategy

40:04

, the consulting . We take care of the growth , the

40:06

management . We take care of all the editing

40:08

, all the boring stuff that you can focus on creating

40:10

good podcasts and create and growing your brand

40:13

If you want to grow your podcast and get to new

40:15

users , if you want to grow your business , generate

40:17

more revenue and all that good stuff . Check

40:19

out the links down below to Vox . You can follow through to

40:21

schedule a call with our team or else you can

40:23

fill out the application form to see if you qualify

40:25

to work with us . Thank you .

40:27

Yeah , I mean we were lucky because we had a really

40:29

good team and they even said actually they said one

40:32

of , if not the number one asset of the whole company was

40:34

the team , because almost

40:37

all of our employees ever never

40:39

left . So the first hire , paul

40:41

, was there for

40:43

five years and still is now to this day

40:45

. Both of the coaches , tom and Asri

40:48

, you know Tom , I think , came on board

40:50

in 2019 , still there today . Asri

40:52

, I think , 2021 , still there to this day

40:54

. The first rep we ever hired still there

40:56

to this day . So we

40:58

had a very , very good team and

41:00

they thought that that was our biggest asset

41:03

, reflection of you , right , yeah

41:05

, and the company and stuff like

41:07

that .

41:08

So how did you get out without

41:10

not having to stay there ? Because sometimes what

41:13

is that term called ? Where you have to spend

41:15

like two or three years as a company

41:17

, as an employee , and then they pay you out .

41:20

Yeah , buy out and earn out . Yeah , earn

41:22

out , earn out .

41:23

Yeah , it's all for usually .

41:24

Yeah , so for me all they wanted

41:27

. So originally , right , I wanted

41:29

to just be out . I wanted them

41:31

to buy it and say it is

41:33

yours now and it is not mine and you do your

41:35

thing . They were happy with that at

41:37

the start , right . And then about a month before close

41:39

they just said to me look , will , what do

41:41

you mind doing ? It was a three month contract

41:44

20 hours a week for October , 10

41:47

hours a week for November , I

41:49

think it was five hours a week for December and then

41:51

I was completely out and

41:53

that was fine by me .

41:55

That's your lucky , though , because I've interviewed many

41:57

like seven , eight , x founders and

41:59

a lot of their money is

42:01

wrapped up in the company performance and

42:04

some of the burnouts have been like six years

42:06

and they're slowly

42:08

getting like paid out . But it's based on performance

42:11

of that product and some of the products

42:13

like our social media

42:15

oriented and they're I'll go

42:17

dependent and this kind of shit , right . So the

42:19

guys are doing well , whatever , but just it's just interesting

42:21

, right , because we hear , we

42:23

see the news line , but then it's a little much

42:25

different story generally . Obviously , it seems a lot

42:27

different for you .

42:29

Yeah , I mean , I think that's fair from a

42:31

buyer perspective , depending on the business , the

42:33

size of the exit mine wasn't that big , a

42:35

few million dollars , you know . It's not , you

42:37

know , the biggest exit on planet earth . So

42:42

yeah , I think it's fair . It just depends

42:44

on , I mean , this is why due diligence is there . Due

42:46

diligence exists for them to make the best decision

42:48

yes , no price

42:51

, blah , blah , blah .

42:52

How did it feel afterwards ? Because usually people get like

42:54

a slump or there's a lot of effects

42:56

, right , God yeah .

42:58

Well , have you seen the YouTube

43:00

video that I made of like three hours after I got the wire

43:02

? Oh my God , Wow

43:05

, what I just felt just

43:07

relieved to be done after I think it because

43:10

it was like January

43:12

to September is about nine months from start

43:14

to finish .

43:15

So long time , man , and you're running the business at

43:17

the same time , yeah .

43:18

I'm running it at the same time and

43:20

growing it and doing DD

43:23

with them and all this stuff . Yeah

43:25

, so it was . It was just a very fun

43:28

, exciting , difficult , stressful

43:31

time . Did you have a ?

43:31

slump during that period afterwards .

43:38

No , no , I didn't . And I think the reason that

43:40

I didn't was because and

43:42

this is something I learned I used to listen

43:44

to this radio show built to sell radio . And

43:47

I read the guy's book as well , an amazing book

43:49

. So if anyone is thinking of selling , read that

43:51

book . And he said

43:53

have a plan so that the minute that you

43:56

exit , you know exactly what you're going to do

43:58

, how you're going to do it and just have a roadmap

44:00

for what's next . And he said if

44:02

you don't have that , you will have a

44:04

slump and you'll maybe get depressed

44:06

and not know what to do . But for me

44:08

, I had an exact plan . So I was like right , the

44:10

minute that I sell , I'm

44:12

going to make a YouTube video and just talk about

44:14

exactly what it feels like and just shoot

44:17

it and upload it . No BS , no plan , no script

44:19

. And I did that . And I was like then

44:21

I'm going to start the YouTube channel , I'm going to do

44:23

one video a week , I'm going to start doing the business

44:25

coaching properly . Because I wasn't really doing

44:27

it properly , I was just , it was a word of mouth . You

44:30

know , I had maybe 12 , 13 , 14 clients across

44:32

the year and a half preceding the exit

44:34

, I was like , right , I'll take it seriously

44:36

, I'll reprice it , I'll stop

44:38

pricing it properly . Now , do the YouTube

44:41

, do my Instagram , do a few podcasts

44:43

, you know . So play

44:46

tennis , play tennis , you know , yeah

44:49

, that kind of thing . So yeah and

44:51

I'm always like that I've always got , you

44:53

know , I'm doing this now and then I'll do that , and then when

44:56

I've done that , then I can go and do that . And

44:58

this is only my alchemy of self-document .

44:59

By the way , all the goals in order of what I'm going to

45:02

hopefully achieve but it's also

45:04

about appreciating the good times when you're in

45:06

them , right , like when you've reached that milestone , because

45:08

I imagine , like some things

45:10

out here , is that when it's found a sell , that they've

45:12

jumped into the next business and then just are

45:15

basically just like hopping

45:17

from one to the next without a real

45:19

true like appreciation

45:21

, which you don't seem to be in that position though .

45:27

So when I well , this was my plan right

45:30

. So I thought when I sell a business , I'm

45:32

going to have a one person consulting

45:35

business . Next , just me , no staff

45:37

. And I was like I am not going to hire staff , I'm not

45:39

going to run ads , I'm going to do

45:41

the YouTube , do the Instagram , do

45:44

a few podcasts . Anyone that wants to work with

45:46

me I'm going to . That's going to be awesome

45:48

. People don't , I don't really care . And

45:50

that was . I was very detached . I was like I'm going to have fun

45:52

making the content , I'm going to have fun

45:54

going on the podcast . I'm going to start sharing

45:56

everything that I've ever learned . If people want

45:58

my coaching , they can get it . If they don't , that's

46:01

completely fine . So

46:03

that was my plan right . And then I

46:05

uploaded this YouTube video . Like six

46:07

, eight weeks ago , called some

46:09

about 10k , like how I'd make 10k

46:11

a month if I had to start again . I think it was called and

46:14

the video just blew up , absolutely

46:17

blew up . I woke up the next

46:19

day my calendar

46:21

for sales calls was full for like four , five

46:23

, six days out and I was like , oh shit

46:25

, like wow , I didn't . That's quite

46:28

a lot of calls . I started taking those

46:30

and the calls kept on coming and kept on coming

46:32

, and then uploaded another video and the calls

46:34

kept on coming . So then I spoke to a mentor

46:37

and I was like what should I do ? I really want this one

46:39

man business , but I've got more calls than I can physically

46:41

take . I was taking like 10 calls a day , six days

46:43

a week , man . And he was like just hire

46:45

one rep . I was like all right , so I'll

46:47

just hire one rep . And then I gave him the calls

46:49

and it was kind of all right again . Right

46:51

, and then I was back to okay

46:54

mode and then I uploaded this other video

46:56

called , I think , something about 16

46:58

million , how I made it or how I would

47:00

make it , or something like that , and that did

47:02

even better than the other . And again the

47:05

account was completely full . I swear

47:08

to God , 48 hours after that upload we

47:11

had and I was still taking like three or four calls

47:13

a day we had like 12 sales calls

47:15

a day for about 11 days , completely

47:18

booked out , and we were like

47:20

this is great , you know , this

47:22

is awesome , but if this continues , I mean

47:24

it's just not , we've got to do something about

47:26

it . So I had a second rep , you

47:29

know . So now I've got two reps , that

47:31

you know . The calendar is still fairly full , not

47:34

as full as that . So

47:36

I'm just going with the flow , I'm

47:40

just seeing , seeing what happens , why it takes me . Really

47:42

I'm trying to stay detached from the outcome , because

47:44

I think that's one of the most helpful things . When

47:46

you try and force things , it's really

47:49

hard to get them , and when you're

47:51

detached from things , they come a lot more

47:53

easily , in my opinion . Well

47:55

, it's like , let's

47:59

say , you found this really attractive

48:01

girl and you went on one date and

48:03

you were just like man , this is the best girl

48:05

in the world . I absolutely love her . I really want to

48:07

be with this girl . You might

48:10

get a bit too intense , you know , but let's say she ghosted

48:12

you for a day . You'd be worrying . You're

48:14

like oh fuck , like I'm going to text her again . Why

48:16

is she not replying ? I really want to go out with her again . And

48:18

you start repelling her , you know , because

48:21

you're going too hard and that kind of thing . So you

48:23

repel the girl , but

48:25

if you get with her and you know

48:27

she's kind of all right . But you've got a lot of other options

48:29

. You've got way more things to focus on . You're running

48:31

a business , blah , blah , blah you enjoying your life , then

48:34

it's very likely that that detachment from the

48:36

outcome will bring her to you instead

48:38

, because she will get that energy Like this guy doesn't need

48:40

me , this guy , I you know , this

48:43

guy has other options . He's busy with his business

48:45

and he's getting on with his life . That's like , oh

48:47

shit , I kind of want that . I can't . Oh , I

48:49

want to go out with this guy again . And the

48:51

detach from the detachments from

48:53

the outcome draws things

48:55

in . And it's the same with business and

48:58

money as well . You know , if you like have to

49:00

have to make money , it's

49:02

so hard and it's so stressful . But

49:05

if you're like , look , let me just do the right things

49:07

, let me make good content , let me run some ads

49:09

at low scale , build a good funnel , work

49:12

on the product , enjoy the coaching , it

49:14

comes to you . I believe and

49:17

that's been my experience 100% it's a push and

49:19

pull right .

49:20

And even when , when you have those clients and whatnot

49:22

, if you're being too forceful , they might

49:24

ask you to slow the fuck down . And actually

49:27

I've had a I've actually had an instance of that

49:29

where a client said we don't want to get emails outside

49:31

of office hours . I was like sure , we're

49:33

working on a weekend . He didn't want to see it , so I was like

49:35

all right , we won't bother doing it . So if that makes sense

49:37

, right , it's a push and pull argument of it . I

49:40

want to ask you about Dubai . So you moved

49:42

here and big change for you and you

49:45

. You're running like your masterminds here and everything

49:47

. How much has that impacted like ? How much has

49:49

this environment impacted your

49:51

business , even your mentality , and even

49:53

slowing down right ?

49:55

A lot . Yeah , I think . Moving to Dubai

49:58

, I think , is the number

50:00

one best decision I've ever made . It's certainly

50:02

number one or two , because

50:04

it's , I mean , number

50:07

one . It's saved me a lot of money

50:09

, it's made me a lot of money

50:11

. It's put me around in person

50:14

with some of the highest

50:16

level players in the game and it's allowed

50:18

me to meet them , go for dinner with them , go for coffee

50:20

with them , become friends with them . It's

50:23

I would not have anywhere near the

50:25

circle of friends as I do now if I was

50:27

in Manchester . You know and I was

50:29

the weather is a big benefit . You

50:32

just feel great . It's so nice Blue

50:34

skies , sunny weather , the beach , the marina

50:36

. You go out on a yacht , blah , blah , blah , blah . Very

50:39

good for how you feel , Very

50:41

good for your mindset , in my opinion , and

50:44

it makes you level up as well

50:46

. So this is one big thing I was saying to

50:48

you earlier . When I was in Manchester

50:50

, I was very broke minded , I was scared of spending

50:52

money . Even I was making a lot . I was very scared

50:54

of money . And one

50:56

of my very good friends out here , a guy called James

50:59

, he has forced me to

51:01

level up . He used to laugh at my clothes

51:03

, my shit clothes . He used to say why don't

51:05

you have a nice watch ? You're a

51:07

multimillionaire , you don't have a watch . I

51:10

actually bought this watch from his brother's watch

51:12

shop in Newcastle . He taught me to

51:14

get in it . So , super

51:16

inspired by that , he made

51:18

me , you know , just

51:20

be freer with money , kind of the detachment

51:23

thing I was really up for holding

51:25

onto it . He was super fluid

51:27

with it and I just thought one day

51:30

, these two or three or four people that

51:32

spend a lot of money , they make a lot more

51:34

than me I was like maybe I'm

51:36

holding myself back by being so like stingy

51:39

and attached to this money . So

51:41

that's when I bought the watch

51:43

. I upgraded my apartment and

51:46

started just being a bit freer with money . I'd fly

51:48

, you know , business or first and

51:50

outlay that money . I'd fly my parents out

51:52

business , my brother out business , buy

51:54

people bigger gifts , you know , buy

51:56

some of the 6,000 pound bracelet and stuff

51:59

like that , and that has

52:02

made me more money for sure . So

52:04

I'm not saying for anyone watching this don't

52:06

go waste money on shit , where's

52:09

the balance ?

52:09

So where's the balance between lifestyle

52:11

inflation and actually upgrading

52:13

your life ?

52:14

Very good question . It's

52:16

mathematical balance

52:18

, I would say so . One

52:21

of my friends , Iman

52:23

I think he , I

52:25

think he's waste 20%

52:27

of what he makes every month , so he forces himself

52:30

to . He has to spend

52:32

that money somewhere somehow every month

52:34

. So if he makes a million dollars then he'll spend

52:36

200 on shit , you know

52:38

.

52:39

So , whatever , let's not go

52:41

into what , but and I think

52:43

that's a very sensible way to do

52:45

it , because then it's quant- you know , you feel it

52:48

right , you know what the output

52:50

is of your work

52:52

, of your input , so it's not just fucking numbers on the screen

52:54

.

52:55

Yeah , exactly , I think that's a nice way to

52:57

decide on right 10% of what I make every

52:59

month I will spend on something

53:01

I enjoy go to a beach club , save up for

53:03

a watch , upgrade your apartment

53:05

if you're making more money , then you know , and

53:08

that kind of thing . So that's one thing that I've learned from

53:10

, from James , and from Dubai as

53:12

well . But yeah , just

53:15

what .

53:15

I'm so happy that I moved here , man

53:17

, so happy and should someone like

53:19

in their journey , make that move .

53:23

I want to quantify it . So for me , when

53:25

I moved here , what

53:28

was I making ? May 2021

53:30

, I think I was making about a quarter of a million a month and

53:34

tax was becoming an issue . That's why I moved , because

53:36

I was in someone's mastermind that I posted in there

53:38

one day saying right guys , you know

53:40

, I've just got this big tax bill . I live in

53:42

England . What should I do ? And a few

53:44

people said you know , you should move . You should move to

53:46

Dubai or somewhere similar , optimize

53:49

for tax . So that's why I did that

53:51

. I always one thing I've always done If someone

53:53

above me tells me to do something , I just blindly

53:55

do it immediately and just trust

53:58

that they know more than me , which has always worked

54:00

well . But yeah , when ? When should

54:02

someone move here ? I think , well

54:04

, it's similar to hiring you hire where

54:07

it hurts . So when tax becomes

54:09

a problem or the weather pisses you off too much

54:11

or you know

54:13

something like that , then solve

54:16

the pain .

54:18

It's also like lifestyle design right , because if

54:20

the lifestyle in the UK and Ireland is going to drag

54:22

you down so much , you're not going to make those

54:24

numbers right and like when you came from , like your DJ

54:27

days . You probably would have had those limiting

54:29

beliefs if you were just in the similar household

54:32

and everything you couldn't just detach from it right

54:34

. And even the people that you meet in that journey will allow

54:36

you know , to make those changes going forward .

54:39

Yeah , definitely . It's who

54:42

you listen to and where you get your information

54:44

from . Back to the education Big thing

54:47

, back to the education there's always get back there

54:49

eventually . Yeah , 100% , yeah . So

54:51

do you have your mum , dad , brother

54:53

, friends saying courses are a scam

54:56

? No , no , no , you don't need to spend $2,000

54:58

on that program . You know , someone bought my training

55:00

recently . This guy came in and

55:03

he was like I did this even though my

55:05

friend and my girlfriend said not

55:07

to do it .

55:09

People take advice from people who

55:11

. People take money advice from people who don't have money right

55:14

, and it's like taking fitness advice from a

55:16

FAPT right and it makes

55:18

sense when you say it in a health

55:20

perspective , but then when you're looking at it from a money perspective

55:23

, people think , oh , that person is wise

55:25

for that reason . But that's the reason why they're

55:27

still in our circumstances . You know

55:29

that's where you should be getting the advice from someone else

55:31

who's going to be fair on , like you .

55:34

Yeah , yeah , I mean it's just . It's kind of common

55:36

sense , isn't it ?

55:37

In the growth phase that you're focused on . What

55:39

are some of those like limiting beliefs that people are

55:41

? What are some of those challenges people are falling into , beyond

55:44

even the funnels and stuff right , because I think a lot of it's

55:46

the top six inches .

55:47

What in terms of when people are starting out ?

55:49

No , when during the growth phase . So let's say they're scaling

55:51

, so you're working with people that are doing 50K , 100K

55:54

and they're really trying to push on . Like what

55:56

are some of those like limiting challenges A lot of us become

55:58

from ordinary backgrounds , right ?

56:00

Are we talking in terms of growing their business or

56:02

growing their mindset ?

56:03

And growing the business as a result

56:05

of the mindset yeah that's true

56:07

.

56:08

Yeah , I mean , I think one of the first decisions

56:10

you need to make is you need to say I don't

56:12

know how to get to where I want to go . Then

56:15

you've got to say , well , who is where I want

56:17

to be . Then you've got to go and say how

56:21

can I pay you and how can I

56:23

get help from you ? And whether

56:25

it's one to one or it's a training program

56:27

or it's a mastermind or it's a live event or something like

56:29

that , you've got to buy it . You know , give

56:32

them the money , go and get the knowledge and the value

56:34

and level up . So that's what

56:36

you've basically got to do . That's just a fact . When

56:39

you work with them , hopefully they

56:41

will do for you what I do for my clients , where I

56:43

just audit the business and I just see

56:45

what are you doing and is it

56:47

working and where are the bottlenecks and what

56:50

aren't you doing and in what order should we start

56:52

doing that basically , and

56:54

then you break down what the

56:57

bottlenecks are so you can start fixing them in

56:59

an appropriate order . What

57:01

are you not doing ? And then you can start

57:03

doing those things in an appropriate order and

57:06

then again , by taking those actions

57:08

, you get to where those

57:10

actions lead .

57:11

Instead of leaving shitty reviews on Google right , you actually

57:13

do the work .

57:15

Wouldn't that be amazing .

57:17

Do you find people like they join your programs

57:19

at times , or even the training business days , that they pay the money

57:21

but they don't do the fucking work ? Like they

57:23

do not like . Could you see the completion

57:25

rate ? It's like zero .

57:27

Oh yeah , oh yeah , dude

57:29

. I remember the PE firm

57:31

finding that one day when they were

57:33

going through the thingy and they would

57:35

say this guy full paid

57:38

, you know , eight and a half thousand dollars , maybe five

57:40

, six , seven , eight weeks ago , but he hasn't

57:42

logged in yet . I

57:46

was like , yeah it happens , it happens

57:48

.

57:48

Why do you think that is , though , like as in ? Because

57:51

, for me , if I was to hand over that cash

57:53

, like I remember , because I

57:55

actually used to work in trading in the finance days , it was

57:57

options trading . I remember buying into one

58:00

of my friends' course , and it was $500 . I remember I did

58:02

the whole thing in like fucking four days .

58:04

I've always been like that as well . Whenever

58:06

I buy something , I am on it . Yeah

58:08

, I'm trying to think of a

58:10

time where

58:14

maybe I did something similar to that

58:16

. I kind of can't , to be honest .

58:20

That's an responsibility , though , at the end of the day , right

58:22

.

58:22

Yeah , yeah , I mean , we've had

58:25

, we've had a few customers that are like Deca millionaires

58:27

buy it and it's

58:29

nothing to them . 8.5 . In fact

58:31

, right , I've got a client right now who

58:34

is on my kind of mid tier program , right

58:36

, so it's $9,000 a month that

58:38

he pays until he doesn't need me anymore , and

58:41

he's in month one right now . He's just about to

58:43

renew and we've had one call so

58:45

far and he can book in with me anytime , by

58:48

the way . So you know , he

58:50

can book in once a week , twice a week , three times a week . It's

58:52

just fluid . He just book in whenever they need me

58:54

and I get on Zoom and help them for an hour . Right , and

58:56

they've got the training program as well , and

58:58

he's just taking his time because he sold one of

59:00

his companies for , like I think , $300 million

59:03

, you know , and he's

59:06

just so rich , he's just

59:08

got so much money and so much time that

59:10

he's just taking it slow . Yeah , he's just

59:13

slow and steady and

59:15

that's fine , you know

59:17

. So I think it's usually

59:20

the newer and it sounds

59:22

a bit judgmental , so it's . This

59:24

doesn't apply to everyone , but it's

59:26

usually the newer broker people

59:29

that have more urgency For

59:31

sure , right Back against the wall , back

59:34

against the wall . Gotta do it right now , and there's

59:36

nothing wrong with that . There's nothing wrong with that at all

59:38

. We've all been there . We've all been there . You've

59:41

kind of got to have a middle energy . You don't want to be desperate

59:43

, but you don't want to be lazy

59:47

.

59:47

I call a building out of like hate and resentment

59:49

. In the beginning , you know , most people build a business , they're like fuck the

59:51

nine to five , fuck this person . But then that's

59:54

good to get it up and running . But then you need to leave

59:56

that all and then you need to focus on your KPIs and

59:58

be like all right , this is where we're going to business . But I think it's nice

1:00:00

to have that fuel in the beginning and then to

1:00:02

be like all right , well , that was kind of done . I'm not going back there

1:00:05

Now , let's just kind of be more

1:00:07

intentional .

1:00:07

Yeah we've all got . I think

1:00:10

every entrepreneur has like

1:00:12

pain that

1:00:15

drives them . You know , the

1:00:17

more pain , I think , the further

1:00:19

and faster I think you

1:00:22

go , because , yeah

1:00:25

, we've all got those drivers , those reasons

1:00:27

why we work so hard and just

1:00:29

, just , just , I almost don't

1:00:32

want to tell you , you know , but

1:00:34

I will . I'll

1:00:36

lay it all bare . Well , look , so I

1:00:39

once had this job where music

1:00:42

was slow , where I had

1:00:44

to deliver leaflets door to

1:00:46

door for like 40 pounds a day in

1:00:48

bad weather , and it was just embarrassing , it was just

1:00:50

a shit job . I didn't want to do it

1:00:52

. I was embarrassed to do it . I was like I

1:00:55

hope no one sees me , you know , doing this

1:00:57

for shit money . You know , I was like

1:00:59

, fuck my life , man , I need to sort my shit

1:01:01

, because this is not good man . You

1:01:03

know , a seven hour workday , rain or shine

1:01:05

, putting leaflets through people's door for fucking

1:01:08

40 pounds , oh

1:01:10

, it gives me a mad . Yeah

1:01:12

, it's just mad , like it's not good . So

1:01:15

that I'll never forget that , you know

1:01:17

, because that was not

1:01:19

nice , not fun , so

1:01:22

that I think I will always

1:01:25

carry that with me and it just now . I'm super

1:01:27

lucky now because I've got so far away from that , but

1:01:30

I still carry it with me and I'm still like fuck man

1:01:32

, like that's not good , and

1:01:34

people are doing that right now .

1:01:36

It's good to reflect on that . It's good to look back on

1:01:39

it . Everyone's in a while , maybe once a year , you

1:01:41

should go back to center and , man , that's the reason

1:01:43

why you go so hard . You go now . Right , I want

1:01:45

to say massive thank you , man . I

1:01:47

really appreciate your time and I love doing

1:01:49

the recession . A couple of months You're

1:01:52

, everything's coming along and then we'll see you from

1:01:54

there .

1:01:55

Thank you so much for having me , man . Big big pleasure .