These days, it feels like every single coach is telling you to create and post a bunch of content so you can generate some sales opportunities.
That sounds good, but for the last fifteen years, I've been doing something completely different. I was terrified of sales and shit scared of asking for the money. So I created an ingenious system where my content did the selling for me. I call it influential content. And in this video, I'm gonna show you the five things you need to know that I've doing for fifteen years so that sales becomes easy
and even
unnecessary.
In fact, this system is working so well for us right now that we haven't had a single salesperson, a single sales call for thirteen months. And yet the number of new clients joining us in Black Belt and Boardroom and clients every single month is literally five times more than it was when we had a team of nine. This thing's cool, and you're gonna dig it. So the reason I wanna share this with you now today
is because last week, I ran a workshop. It was called, uh, it was called Sold Out. It was epic. You don't need to know about that. Just imagine. Taki did a good job. Good job, Taki.
One of my clients in the community said, is there any way we can get a recording of the workshop you did to the public? Because I wanna watch it. I really wanna see the pitch at the end.
Fair question. Here's what I replied. If you watch the recording and you see the pitch at the end, you're gonna be really freaking disappointed because it was almost nonexistent.
But
if you watched the two hours
before the little imitation at the end and you knew what to look for, you would have your mind blown
because between you and I, there was some next level ninja Jedi shit going on in the way I designed the workshop in the first place.
That's the key. But even though the inspiration for doing this session was based on a workshop I ran, it's not just about workshops. I've used this same formula for long form videos like this, for Instagram Reels, carousels,
for emails for, like, fifteen years.
So if you're creating content and you'd like to sell more,
why don't I just show you? So when you think about it, with this presentation you're gonna give, whether it's to camera or to people, you've got two jobs. Yeah. We've gotta teach,
and then we've gotta sell.
Teach,
then sell. Here's what I've noticed, certainly for me when I was first getting started, when I was teaching, my energy was great. Like it is right now. Like, I love this stuff. I really wanna help you. I'm passionate about it. My energy's awesome.
So I was like, captain confidence.
But then I got to this bit,
and something strange happened.
My mouth got dry. My heart started beating a little bit too fast. My hands were bit shaky, very sweaty. It was like I went through puberty again. I was like, business, business yeah. I was like,
business genius.
Please buy my stuff.
It was uncomfortable for me, and people didn't buy because who wants to buy from the pubescent sweaty kid? Not me. But here's the thing. You've got these two jobs.
You need to teach. It's what they came for. And you need to sell. It's what your business wants you to do. There's nothing wrong with the teaching. There's nothing wrong with selling. The problem was how I was thinking about it because I was thinking about it like this: teach,
then
sell. There's nothing wrong with teach, nothing wrong with sell. The problem's in the then. Because if I say teach, then sell, makes me think like they're two different activities.
So just erase that from your mind. What we want to do instead is we want to teach
and sell. It sounds simple, but it's profound. Because what I want you to do, what I've been doing for fifteen years,
is
every moment is valuable and useful,
and every moment
sells.
So while I'm teaching, I'm teaching people what to want, setting up the offer. And while I'm selling, I'm doing it in way that feels valuable because it is.
If you're crying right now like my pen is,
you're right. This isn't good shit. So every moment is useful, and every moment
sets up the offer,
not just the pitch at the end. Because if you get this bit right,
the pitch at the end is a formality.
In fact, it's more like an invitation. We'll talk about that later. So there's this question that Tim Ferriss asked all of his podcast guests. He says, like, what's the $100 purchase that you've made in the last little while that's had the biggest positive impact on you? In other words,
we've all bought really expensive stuff that's made no difference. He's talking about this end. What's really cheap, but it's been awesome? If you don't care what I bought for a $100, I don't even remember.
But if instead of money, we were spending skill points,
this is the micro skill that has made the biggest positive difference. This is the one thing that got me to a million bucks a year, and beyond, it's one of the core skills that makes black belters so deadly in their market. Okay. So I think you get this. Let's talk about how to make this practical. Back to that workshop I ran.
After she asked me that question and I answered, you know, the pitch was lame, but the content was amazing,
and that's why it sold, yeah, I looked at my slides,
and most importantly, the workbook for the session that we ran live,
and I found 21 things that I did on purpose
that made it really useful
and really fun
and that sold like crazy. So I'm not gonna talk about making it useful here because that's your job, and we talk about that in other videos. This
isn't the stuff. It's how you actually design the stuff to make it teach and sell. Well, here's the thing. When I build a workshop
or a YouTube video like this,
I got a three step process. Uh, step number one involves pink Post it notes. Step number two, the blue ones. Step number three,
the white ones. These are special, so we're gonna we'll come back to those. Remember, white Post its equals magic.
Um, I start with the pink ones, and all I do is I get Post it notes out, and you can do this any way you want. I I use Post it notes. And I just think about, okay. What is all the all the stuff that I could teach them that would be the most useful stuff about this topic? And so here, this is for a workshop I'm running internally for Black Belt tomorrow, um, and there's a bunch of cool stuff. Right? So I just get all my ideas out.
Some of them merge together. They're like duplicates. And I'm just looking for, like, what are the themes so I can get, like, five key points. Like, where in this video, we're in point number one. So pink,
what do I what do I need to do to make it useful? Blue,
how do I make it fun? And the way I make it fun is by getting people involved. What are the activities I'm gonna do? What are the questions I'm gonna ask? So mostly, these are activities.
Filling in a worksheet,
creating piece of content, whatever I can do to help them go from, like, I got the idea to I'm getting it done. So far, we've got fun and useful, and we're looking pretty damn good.
But we also wanna make sure that it sells. Because if you don't make sure it sells, you gotta work really hard at the pitch, and you and I don't want that.
That's where these babies come in. The white poster notes are where I go, I've made it useful. I've made it fun. Now how do I make it sell? And I'm deliberately looking for opportunities throughout the content
to
seed,
s e e d, to install a thought or a belief or a new way or to prove that I've got the goods to stretch the gap between where you are and where you want to be so that you're more likely to want what I've got at the end. So the next four points, I'm going to show you exactly how we do that bit. Alright. So we've talked about teaching and selling. The second big piece we need to do is we need to draw a line in the sand.
Every great piece of content, whether it's an email or a video
or a workshop,
is designed to draw a clear line in the sand between the old, bad, dumb, stupid, not good anymore way, to rub that in, and a new, better way. Every short form piece of content, every single thing I do before I create it, I'm like, okay. What's the old way and what's the new way? An old way of doing
or an old way of thinking and a new way of doing the thinking that's better. In fact,
I've
got two pieces here. I'm just gonna hold it up to the camera. This is from
a mini course that we just shot that will come out soon.
And you can see it's got four videos, and each one of them has a really clear old way
and a clear new way. This should be really obvious to you, but I'll say it anyway. Anytime you're talking about an old way and a new way, a two column side by side layout is really, really nice. And make the old one
on the left because that's the past, and in red
because everyone knows red's bad, and the new one green on the right.
I don't if that's useful, but do that. I use this old way, new way framework in a bunch of different ways. Literally, before I write a single email, I'm like, where am I taking people from and where am I taking people to? Why?
Because that's my job. That's your job. We're leaders. We're taking people out of an old way and into a better future.
In the workshop,
the old way, new way was like how I did it in 2024
and how I did it in 2025
and beyond. You can see red, green, old. We were spending $60 a month on ads.
We were relying on traffic and funnels. We had nine people in sales. We did a bunch of chasing, bunch of selling, bunch of,
you know, pursuing, but we were stalled and the business felt heavy. That's a pretty clear not so good way. The new way, we went from 60 k a month in ad spend to 6 from traffic and funnels to magnetic and bingeable content, from nine in sales to zero,
from chasing to choosing,
from selling to buying,
from scaling, uh, from stall to scaling,
and from heavy to light, and I got my mojo back.
You don't have to do all of those bits, but there's just, like, a ton of examples right there about old and new. Let's work on yours.
So every piece of content is designed around this simple
shift from the old way to a new way. Even this video we're watching right now.
Do you remember how it started? It was a few minutes ago, so maybe you don't. Seems like right now, every coach is telling you to post more content, share more stuff, uh, all the time so you can get some sales opportunities.
Old way. But I was scared of selling, so I created a new way where the content's doing the selling for me. New way. Does that make sense? That's the that's the game here. And so for every piece of content, want you to think about, like, what's the
what's the old way of thinking or the old way of doing
that isn't serving people right now? And what's the new,
better way, your way, of making it happen?
And so typically, what we've got is we've got, uh, an old and a new way
for each piece of content. And for a longer piece of content, we can make sub shifts as well. So this is a bit of an advanced hack. You don't have to do this. But if you just started with, like, what's the older ones, the new for everything, you'd probably probably be fine. I used to run a workshop to sell black belt, and it was really about how to get to Amino's here.
And we talked about the old way of
attracting,
converting,
and delivering. Yeah. The old way of attracting was, like, man manual prospecting.
And the new way was
automated marketing systems. This is going back a I'm talking
2008 here. I'm old. Something like that.
Uh, the old way of selling was onesie twosie, you know, one on one. And the new way was one to many. And the old way of delivering was time for money,
and the new way was scalable
and leveraged.
And so this worked for a workshop. It worked for a piece of content. If it's longer, I think sub points are really great. If it's a short form piece of content, just go one transition. Here's where it gets magic. We If got a bit of time together in over twenty minutes or thirty minutes or, you know, longer if it's a live experience,
I can help you get to the point where you go,
yeah. I don't wanna do manual. I wanna do automated. Right? I'm gonna teach you something a bit ninja
on the grounds that you'll still respect me in the morning. I think our job is to
break and install beliefs. I would say something like, as your coach, my job is to help you make three or four great decisions today.
And so, um, I'd say that at the start. And at the end, uh, in the middle, I go, so, you know, I teach this shift. Like, okay. So as your coach, I said before my job is to help you make three or four great decisions today.
Let's make the first one right now. Do you want be stuck in, like, slow manual prospecting or set up an automated system that dah dah dah? And they'll be like, I want that one. I'm like, great. Then after teaching the second piece, I'd be like, so we've a choice. Do want to do it the old way or the new way? And third, the old way or the new way? Remember I said my job is to help me make three or four big decisions? What do you think the fourth one might be? Whatever the next step is. So at the end, if I make
an invitation and I say, Hey, we're doing this thing and it does
that and then that and then that,
what do you think? People are going be like,
Oh my god. This is what I've always wanted. Why?
Because I've done a good job of teaching you to want those things.
Promise you to respect me in the morning? You promised. Alright. That was a little bit advanced. Let's get back up to simple end. Every piece of content should have an old way and a new way. And as soon as you know what the core beliefs you wanna install are, what the shifts you want people to make, that's all your marketing needs to do. I got this friend who teaches people how to, uh,
create a high ticket offer and then use other people's audiences to market them.
Guess what his marketing strategy is? Install those two beliefs. You should sell expensive stuff, not cheap stuff, and the easiest way to get leads is to borrow somebody else's audience. I don't happen to believe that, but if that's what he's selling, his whole job is to
like, the old ways are done. The new ways are better.
You with me? It's kinda like The Hero's Journey. I don't know if you've seen that storytelling framework. It's behind all of the great movies, all the great books of our time.
There's bunch of stuff, but the core of it is
there's two worlds.
There's the ordinary world,
where Luke
Skywalker grew up,
and then there's the extraordinary world, the special world.
And
our job is to help people make that transition by saying, hey, this world you're in is not that great.
Come over here.
Where is better? Okay. So we understand that we're taking people from old to new, but how do you actually do it? How do you stretch gap so they wanna make the change?
That's where
point number three comes in. I'm gonna stretch the gap. Marketing and sales is really the creation of desire based tension.
It's the gap between where I am and where I wanna be
that makes me take action. People either hire you because they've got a goal that they want but don't have, or a problem that they have but don't want. That tension is why people buy. So the third key idea is we need to stretch the gap like a rubber band. And just like in sales,
there is three
three places we can go. First, we can talk about the results they
wanna have.
We can talk about the reality they're currently in,
or we can talk about the roadblocks, the things which are in the way.
If we just do this, it'll be okay. That's like stretching a little bit. If we then do the reality piece, that's useful too. But if we have both and then we ask, so that's where you wanna go and this is where you are,
what are all the things which are holding you back? The stretch gets bigger. So what I wanna do is just give you a couple of tools that I use
to stretch the gap while I'm teaching stuff and doesn't rely on me having a one on one sales conversation to do it. Let's talk about models. Let's talk about metrics. Let's talk about metaphors. So there's four tools that I use. Models, metrics, metaphors,
and questions.
This is gonna be fun.
K. First up, let's talk models.
I've been using visual models for a long last time. They're a super powerful tool because in a simple shape, we've got circles, triangles,
and squares. If you could draw those three things, you can say a lot without having to say a word. There are, 36 of these. Let's just do one that's quick and easy. Okay? Let's do a a triangle.
Think, uh, imagine that we're doing a session or it's a video about,
uh,
getting traffic and lead flow. Okay? Alright. So let's do a triangle.
Uh,
pretend where you're watching a YouTube video and it's not about influential content. It's about, uh, lead flow, getting more leads into your business, uh, your traffic. If I drew a little triangle and said, if you if you think about
your the flow of traffic into your business like water through a a pipe,
really, your traffic is probably in one of one of four places.
First up, maybe
maybe your taps like
rusted shot
or the pipes are leaky. Like people come in, they put up their hand, they look a little bit, and then they ghost.
Breasted leaky. Number two, maybe it's not leaky, but
the tap is, like, dripping. There's a trickle.
Enough at least to maybe survive, but not to grow. Maybe there's a flow,
or there's a flood.
So your leads are in one of four places right now. Which one is you? And people would say, I'm here. I'm here. I'm here. Cool.
So it looks like there's four levels, but there's really only two.
You've either got not enough leads,
remember what I told you before about red,
or
enough leads.
So you red or green right now?
Guess what I've just done. In a simple picture, I've helped you go, oh, it's not enough, and I've stretched the gap. I've made, you know, you're feeling okay about it, not okay. And I haven't created a just to be super clear. I haven't created a problem that wasn't there. I haven't done anything. I've just made you aware and presence the fact that this needs work.
That's the simple triangle. So, uh, when I think models, I'm looking for how can I use a model
to stretch the gap and get people in the position of, oh, I could use some help? The next tool I use in my content is metrics. It does the exact same job. Its job is to calibrate people and make them go, oh, this could be better. So let's talk
metrics. This is kind of funny coming from me because I'm not a maths guy.
I like simple simple metrics which help me go, is it good enough or is it not good enough? I'll give you I'll give you three. First up,
teach topic and then give people
a chance to traffic light score themselves.
Green,
this is going great. Don't change a thing. Red,
I'm bleeding. I need to fix this. Or yellow. It's okay. Could be better. I mean, if I said, hey. Uh, if you think about your ability to stretch the gap with models right now, are you green, yellow, or red?
You'd answer that and you'd go,
oh, this tacky guy might be helpful. I'm just saying. Is that cool? Metrics. The next one's super easy. Uh, it's just a
scale from one to 10. You've done it a million times. You get that. Get people to score. The problem that I don't love about one
to 10 is people can pretty easily say, oh, it's a five, and they don't have to change anything. It's a bit like the yellow. Like, the yellow's So what I love to do, I've got this guy on my team called Mike. He taught me this years ago. So I'm gonna name this after him. This is Mike's
you should totally use this. Mike's four
point
scale.
So you imagine you've got spectrum just like we did with the one to 10,
but it's got like four
options. You could number them. One, two, three, four. You could color them. Red, orange, yellow, green. Here's what I love about giving people like, I wanna just go from one to four. How is it?
There's no sitting on the fence. It's either
not good enough
or it's good enough.
This
picture here
is that picture there. It's a four point scale. Do you get it? These are some super easy ways to seed in your content, whether it's written or it's video or it's a live experience,
where we get people to go, oh, crap. I could use some help. Alright. You can also stretch the gap and seed in your content with metaphors.
Took about this a long time, but we're gonna do this very fast.
Uh, in the sold out workshop, we were talking about how most people are too easy, too affordable,
trying to take everybody. And the metaphor was really simple.
The problem you've got right now is you're marketing like seven Eleven. You're open early in the morning till late at night, you'll take anyone who walks in, whether they're drunk or
qualified or not, and you're selling average stuff at okay prices.
And that's a bit of a gut punch. And then later on, that's the old way, the new way was, uh, we talked about this epic Japanese restaurant that Mike, Four Points Gale Mike, had to book six weeks in advance. He only had six seats in his restaurant.
You get there,
and he would open the door
when your whole party was there and not a moment before because he only wanted to open the door once. He'd come in, you'd sit down,
you ate whatever he cooked. It was hand cooked just for you. There was no menu. Was just like, today, I'm making this. You enjoy it.
And at the end, you'd leave,
and the next route was ready to come in in the whole
seven Eleven versus, like, in demand Japanese chef. That's a pretty clear metaphor. Is this making any sense to you?
I've been doing this a long time.
Let me ask you this.
If you could teach and sell in this sort of a way, what kind of impact do you reckon it would make? Like, what would get better first? Second question, how
how many sales do reckon you've missed out on because you haven't been doing this?
And then what do you think is in the way or making it up, like, stopping you from doing this right now? What skills would you need to develop or learn?
They're just three script questions. Remember before we talked about results,
current reality,
and roadblocks?
That's what we just did together.
I asked you one of those, one of those, and then one of those. Now obviously, live, you can do that. You don't you don't have to back to back them like I just did.
But you could load those into every presentation you do from now on, whether it's to camera or to an audience,
and just let people
come to their their own realization about, oh, it could be kinda great if I work with that guy.
That's what I'm saying.
Alright. That's number three. Stretch the gap.
Next up comes product placement. I'll show you what I mean. There was a great copywriter whose writing I loved and studied obsessively for years. His name is John Carlton. John, if you ever see this, thank you for everything.
I heard him once say something like, you can't expect a prospect to take an action
that they haven't first imagined themselves taking in their mind. So our job is to teach people what to want.
We can't just teach it
and expect it to be enough. We can also show it
and let them play with it a little bit. So let me give you an example. A Hollywood movie is a big business, but one of the things that's going on in every movie is product placement. Companies are paying money to have their product featured in
in the movie, whether it's Apple laptops or James Bond wearing a certain watch or this brand of car is everywhere. Have you ever watched a and, like, why is everyone drawing a why is everyone driving a Toyota? It's because Toyota paid money to be in that movie. Why are they paying these big bucks? Well, they're paying them big bucks because they go, hey. If people see our product, anything that they're loving, they're more likely to want to go buy one for themselves.
I don't know that I've ever, like, wanted to buy something because James Bond wore the watch, but people sure as hell will wanna buy your stuff when you show it in your content. So here's what I want you to think about.
First question, what's the action you want people to take at the end of your piece of content?
And then secondly,
what can I show them during the content that makes them more likely to want that thing? I'll give you an example.
You probably want people to either,
at some stage, book a call with you or, in my case,
read the Black Belt offer doc which explains how the program works.
So I'm running a workshop a week ago, and I want people to
wanna read the doc,
get curious, read to the bottom, decide if it's for them or not. There's zero pressure. Like, the it's like a light switch. If it's a fit, of course, will. If it's not a fit, of course, they won't. I'm totally good with that. So as I'm building the workshop, I'm looking for an opportunity. Where can I show the offer doc in a way that adds value to the content? K. I'm never just gonna go,
um, content, content, content, useful.
We'll be back right after these messages. Hey. Wanna buy some soap? Like, that's just weird.
If it's a natural tie in, of course, we'll use it. So my workshop, I was teaching a concept called offer wrapping. It's the at its most simple, it's like you've got one product that you sell, but we can wrap it with different wrapping paper every single month so that it feels fresh and new and there's a reason to buy it right now. And so I explained to people like, okay. I get it. You've got one product and you've got many offers. Cool. And somebody said, well, can you give me an example? I'm like, of course. Like, I'm not just gonna leave you with the idea. I wanna show you an example. And so,
uh, we talked about what makes a great offer great,
and then I showed people how to use that to wrap their offer.
In Black Belt, we have an offer doc, like a simple two page Word doc thing, which explains how the program works. And this bit down here,
uh, this bit down here never changes. This is like this is Black Belt, the product.
But this bit on the top, the top four or five paragraphs, that's the wrapping paper, and it changes each month.
People said, can I see it? Of course. So I just showed them the offer doc
in the book so they could study it for themselves. So this is the wrapping
for February. And people read it like that. Okay. That's cool. Now they know
what I'm offering. I haven't sold it. I've just showed it.
By the way, would you like to see the whole doc? And they're like, please. Okay. Comment the this is not for you on YouTube. Comment the letter b b. I was live on a workshop. Comment the letter b b if you wanna see the whole thing. People comment b b. Boom. Guess what? They read it, and some people are like, this is amazing. I want that, and they bought it. Well, they applied anyway. Does that make sense?
They paid a deposit. They applied, and some of them, we accept it, the workshop's sold out. So the question you wanna start with is, like, what's the thing I want people to do at the end, and then what can I show in the content
to get people to want it? If you're doing an offer doc, that's a great example.
If you want people to book a sales call with you, You need to you need to, like, see the idea of sales calls so it's not new information when they hear about it at the end. But if we want to do sales calls, one of the best ways I can to do that is to tell a client's story.
And so while I introduced the the client, I was like, you know, I had this client called blah blah blah, and I'll show their face up on screen.
When they came to me, these were the challenges. Problem, problem, problem. Same kind of problems that the people in the audience maybe have. They've thought about joining Sim Black Belt, but they almost didn't join because insert objection here.
But we got on a scale session.
Right? A simple fifteen minute conversation that we do with new people to find out if we can even help and start to make a plan. What have I just done? Oh, there's a scale session. That's the thing I'm seeding.
On that plan, we figured out that the core problem was this, and what she needed to do was one and then two and nothing else.
She implemented those strategies,
and these are the results afterwards.
And it all started on a fifteen minute scale session.
Back into the content.
What have I just done?
Proved the stuff worked, objection overcome,
told case study story, and seeded the hell out of book my call.
Is that useful? So I said at the start of this session that you can't expect a person to take an action they haven't first imagined taking in their mind. John was a master at sales letters. This is, like, vaguely relevant. I'm gonna share it because I think it's cool. So his was, like, written sales letters that were direct mailed to people.
And the call to action was, like, call this toll free hotline to order the product, whatever it was. It It was usually some kind of DVD instructional trainee thing. And it said,
so here's what to do right now. Pick up the phone and dial 555, you know, phone number. It'll ring twice and be answered on the third call on the third ring
by a mild mannered middle aged lady called Marjorie in a green sweater.
Like, the green sweater is not relevant.
But the moment he said green sweater, you can imagine ringing and a mild mannered middle aged lady called Marjorie in a green sweater with a pleasant voice taking my call. I'm like, I've imagined it, so now I can I've imagined myself doing the thing, so now it's more likely that I'll do the thing. I'm just saying.
Thank you, John. You're the goat. Whether you're selling a call or a doc or just showing how useful your program is, taking opportunities to show people inside your program,
inside your content is amazing.
There are so many ways to do it, our whole job is just to see that the stuff exists. If it's publicly content like this, it doesn't need to be quite as overt as, like, the sales call thing. It might be there's this tool that we use in Black Belt that does this cool thing.
And so in our workshop, it's like we're gonna sell out in one week a month, in the other three weeks, one of the things you can do
is tune the machine.
Yep? Build your automations. Set up your VSL.
Build your micromagnets. You don't need to understand the concept. Just understand that that was important.
And so in the three weeks, well, how do you actually do it? Like, what are you working on? And I just showed the tools that our clients use inside Blackbaud when they're in their three weeks tuning the machine. And I explained what they all are, and I got people to choose. I would work on that one first and that one next.
What have they just done?
They've imagined themselves taking an action that later on I can invite them to go do. I think we've done a pretty good job at product placement. Let's talk about how to get people to actually take the action at the very end. It's an afterthought, it's easy, and it's important. So let's do it now. So I've told you those five big ideas. Teaching and selling, lines in the sand, stretching the gap, product placement, and all of that might might have felt like a lot. Honestly, if you do this last piece,
everything else is easier. This is
bonus.
Next level ninja shit.
But even if you didn't do those and you just
did this last one,
I think you're gonna do great. The biggest secret
to making your content
sell so you don't have to
is to reframe how you think about selling altogether.
So we're gonna talk about funnels,
like CTAs.
We're we talk about selling. Here's how I think about selling. I think about selling like inviting. So if you've ever felt uncomfortable about sales, just think about, like, an invitation. Like, if we were mates and you were in my town here in Noosa, and I sent you a message going, hey. Wanna go to dinner tonight?
I've got a few people coming out. I think it'll be fun.
That's the level of emotion that I've got to selling.
If you say, I'd love to. Cool. Here's the address. If you say, no. Thanks. Can't make it. I'm like, cool. Have a great night. It's like that.
Don't sell.
Invite. So now you know what your come from is and then how to deliver it, like a casual invitation.
I don't know if you've ever looked at my emails. At the bottom of every email, almost every email, there's this thing called the super signature. It just says, hey, whenever you're ready, here's three ways I can help you grow your coaching business. One, two, three. There are invitations. You can take them or leave them. It's fine.
Let's talk about next steps. I got an amazing client. I love him to bits.
He's a great coach. His content's good. His clients love him.
And he's been working really hard on his content for the last couple of years. It's going good.
Especially YouTube is killing. Uh, but a few months ago, he's like,
I know what's going on. My content's good. I know it's good. People say it's good. The comments are amazing. People love it.
My views are up, but I'm not getting any more leads, and I'm not getting any clients from it. Can you have a look? I'm like, of course. So I opened up his YouTube, and his other channels was the same situation.
He had
two things going for him.
He had great content,
and he had a great program.
But he didn't have
the stepping stones
in between them. There was no bridge. And so when people show me their funnel or ask me about how to build one, the core idea is that a funnel is just a series of easy yeses. It's stepping stones. I like stepping stones as a metaphor because the steps are small and they're easy yeses. So whether you do all of the fancy seating stuff, teaching and selling, I hope you try it. It'd be fun.
Or not.
Having
an easy yes
funnel is gonna make all the difference for you. So what should the CTA be? Well, it really comes down to audience.
Uh, here in Australia, we get these bushfires,
and there's these bushfire danger signs
that you see in summer.
And they're either, like, high fire danger. You're like, don't don't even think about lighting a match.
Or they're,
you know,
medium.
Or is like low fire danger things are safe right now.
Yeah? Those fire danger signs
are the same as the prospects who are looking at your content. You've got people who are cold
cold, sceptical leads. They're on the outside.
They don't know you. They're just checking you out. Then we've got
warm,
curious prospects. And then here, we've got hot,
primed buyers.
It doesn't make any sense to make the same offer to all of these guys.
They need different things. What does the cold, skeptical
lead want? Well, they probably want an easy way to get a little bit more info from you. Find out more. Lead magnet. Micro magnet. More content. Get them to binge your stuff.
What do the warm, curious people want? Well, they probably wanna go deeper.
If this magnet is
trying to draw little things with a fat pen. That's tricky. Um, let's call that the first step.
These guys wanna go deeper with you. And so the invitation is just like, you wanna explore this more, if you wanna go deeper, I think you'd love this. So it's either,
watch this piece of content
or come to a workshop or
watch my video, which explains how the program works. So in our world, like, workshops are amazing for that.
And we've got a video.
Ours is called the million dollar plan,
which just explains
here's what it looks like to work with us.
And the hot prospects, what do they want? Well, they probably want to jump on a call, if that's how you sell, or they'd just like to read your offer doc, if that's how you sell.
And so if you think about this as a series of easy yeses,
that's what we've got.
We've got
lead magnet or micro magnet. There's a video on that. We've got workshop.
Maybe we've got a video, an explainer. Some people call it a VSL. We call it a microwave because it takes people from, like, warm to hot nice and quickly.
Or you've got call
or, in our case, doc. And that's a series of easy yeses. You don't need all the steps, but we do need something for cold people, something for warm people, something for hot people.
And remember,
when we do the invitation,
it's just an invitation. So remember right at the start of this video, told you about my client who put up her hand and said, hey. Is there any chance I could watch the recording of your workshop so I could see the pitch at the end? Was like, oh, if you watch the pitch, you're gonna be really freaking disappointed. Why?
Because it was just an
easy yes, next step for the people who
had seen enough and wanted more.
But I said if you watch
what happened in the content before the casual invitation at the end
and you knew what to look for, you would have your mind relatively blown. And when I looked back at my slides and the workbook, there were 21 things that I did, intentionally simple things, all designed to make my content more useful, more fun, and sell better.
Today, I've given you five of them.
Teach and sell the biggie.
We're not teaching then selling. Every piece of content is useful
and influential at the same time.
Number two, we're gonna draw a line in the sand, an old way versus a new way. And you've a choice right now. You could keep doing content and hoping it sells, or you could
build the new cool way.
Stretching the gap, making sure people are clear about,
uh, how screwed they are right now, what's possible for them, and what's holding them back.
Product placement. If you want people to take an action, install it in the content. And last,
an easy
next yes.
So what's the next easy yes here for you watching this video? Well, I guess it depends
how cold, warm, or hot you are.
If you just found me,
dude, play around in the channel. Binge. Find some stuff. You're gonna love it.
Go hard.
Absorb all of my free stuff. I give the source away.
If you're a little bit warmer, well, if we've got a workshop coming up, you'll probably hear about it if you're on my email list. If you wanna check out the video which explains how we grow coaching business like this, well, there's a way to do that too.
In the description below, there'll be a link to the Mean Dollar plan. Click it,
and you'll learn our exact system for getting coaches to from 6 figures to 7 figures really quickly.
And if you're hot
and you wanna book a call sorry. Disappoint you, dude. We don't do calls. Before read the doc and find out how Black Belt works and what we're doing this month, in that million dollar plan video, at the end, I'll give you a secret code word to message me on Instagram.
Find that, send me the secret code word, and that'll be our sign that we had this conversation, and I'll show you what we're up to. This has been really fun.
This is the one
microskill that's had the biggest meta payoff for me, and I hope you take it. I hope you run with it. Because if you do, creating content is gonna be way more fun, and getting clients is gonna be a whole lot easier. Thanks for watching. It's been really fun.