§ 01 · The Hook
The bait, then the rug-pull.
When the comments say it is too good to be true, most creators either ignore them or clap back. Steven Thompson reads the skeptics out loud then opens his whiteboard and shows the receipts.
What the video promised.
stated at 00:52 "I wanna show you the absolute process in my business so you can do it too." delivered at 14:22
Where the time goes.
00:00 – 00:52
01 · Skeptic comments and proof
Reads real skeptical comments, then reveals the $23,760 launch result that prompted the video.
00:52 – 02:53
02 · Limiting belief teardown
Names three mindset blocks: YouTuber mindset, pessimism, needing a guide. Shows student success stories including Doctor Connie, 77, and John who went from hundreds to 68K views.
02:53 – 05:30
03 · Traffic layer: YouTube as fuel
YouTube as the traffic source. One video per week, answer questions people ask, build trust. First sale from a 400-view video is proof of concept.
05:30 – 06:56
04 · Layer 1: Awareness Product
Micro-transformation product at $99. Sells 3-4 per day organically. $9-10K per month from YouTube traffic. Must keep fueling the content engine.
06:56 – 09:30
05 · Layer 2: One-to-one Leverage Sessions
$500 per session or $2K for five. Free discovery calls as the entry point. Five clients equals $10K per month. Calls also surface content ideas.
09:30 – 13:10
06 · The Show Up secret
The differentiator: Steven actually shows up personally. Most coaches never appear in their own programs. SHOW UP written in purple on whiteboard. Tuesday mastermind for 40-48 weeks per year.
13:10 – 14:22
07 · Layer 3: Heart Brand Blueprint
$2K per seat, 10 spots bimonthly. 100-day promise: zero to $5K per month. Last launch: 12 sold equals $23,760.
14:22 – 16:40
08 · Full model math
$10K awareness plus $10K leverage plus $10K program equals $30K per month potential. Steven caps spots for energy and family balance.
16:40 – 17:20
09 · CTA: discovery call and AI tool
Two off-ramps: free discovery call (never pitched to) or Hidden Asset Finder AI tool, 10 questions, 10 minutes, to identify your business idea.
Visual structure at a glance.
Named ideas worth stealing.
07:40
concept
Today Business vs Forever Business
Today Business = awareness product plus one-to-one sessions. Get to $20K per month fast with no course needed. Forever Business = group program with leverage. Build after market validates you.
Steal for Sequencing Joe's own offer stack in any sales video or pitch.
06:56
model
3-Layer Income Stack
- Awareness Product ($99, ~$10K/mo)
- One-to-one Sessions ($500-2K, ~$10K/mo)
- Core Program ($2K/seat, $10-24K/launch)
Three income layers drawn live on a whiteboard, each feeding the next. Awareness product funds credibility; leverage product funds discovery; core program is the scalable exit.
Steal for JoeFlow plus MCN+ dual pricing pitch. Standalone product = awareness, LFB sessions = leverage, MCN+ = core program.
08:24
concept
Discovery Call as Dual-Purpose Tool
Free pitch-free discovery calls build trust AND surface content ideas. Not a sales mechanism, a diagnostic that produces both clients and content.
Steal for Structure for Joe's LFB sessions or Creator Hotline format.
Lines you could clip.
05:19
"Trust is your beautiful smiling face, the whites of your eyes, what comes out of your mouth. AI is not believed as much as you are."
06:26
"Most people do not need $10,000 a month to live on. If I look at my outgoings, mortgage, rent, the bills, probably need about 2,000 a month."
11:34
"People are surprised when they book a discovery call with me and actually see me on the end of the call. They are like, woah. I was not expecting to see you."
16:10
"My agency ran for nearly ten years with a one-page website because people bought from this face."
How they spent the runtime.
Hook length52s
Info densitymedium
Filler8%
How they asked for the click.
16:40
link
"Around this video will be access to the hidden asset finder, a simple AI tool, 10 questions, ten minutes, and you will have the answer for your today business."
Two-path CTA: soft AI tool plus direct call. Elegant because neither feels like a sales push.
Word for word.
HOOK opening / re-engagementCTA the pitch metaphor story
00:00HOOKSomeone left a comment on my YouTube video last week saying it was too good to be true. Would you like to make $20,000 a month?
00:09HOOKBecause that's what I was talking about, how to make $20,000 a month over 40, sharing your knowledge, wisdom, skills, and expertise with videos getting as little as 400
00:24HOOKAnd I'm so confused. I can't wrap my head around people paying $2 for something, and I'm over 40. There's that comment there.
00:30HOOKAnd then too good to be true again. And but did 10 people out of 400 seriously just hand over $2 each, or are you speculating? Well, do you know what?
00:40HOOKWe launched the Heart Brand Blueprint on May 4. I had 10 spaces to share at 2,000 each and 12 people joined.
00:49HOOKThat's just shy of $24,000. I wanna show you the absolute process in my business so you can do it too
00:57HOOKBecause it's not all this too good to be true. It's not, you know, oh, it's just guru bullshit because I hate that. I absolutely hate it.
01:05HOOKAnd I used to think like you too. So I wanna share with you some of the experiences like doctor Connie on here who's getting thousands of views on her videos and is launching her business. She's 77.
01:15HOOKJohn, in his forties, just left his corporate job, and he came into the blueprint in a way I'm gonna show you in a moment how we do it. And we course corrected him, and he went from a few 100 views to a video that got 32,000 views, got 600 people on his email list, and is now last looked I had was 68,000
01:37HOOKSo I wanna shift the limiting belief that you have. The first one is the YouTube mindset. You come to YouTube
01:46HOOKPlease don't do that. Come with a business in mind, and I'm gonna show you how to do it and what it looks like. Then there's the pessimism mindset.
01:59HOOKAnd you know what? Most of my audience are in The US, and I can see why because the pessimism is poisonous. So please, let me show you how we can move away from that as well.
02:09HOOKAnd then the third thing that you need, you need a guide. No. I'm not here to pitch you anything.
02:13HOOKI'm gonna show you with the trusty whiteboard the exact steps, how I've done it, how people in my world are doing it, how I'm teaching them. Now, I'm not just some fly by night guru that's been here for ten minutes. Okay?
02:25HOOKI've been living the social media world, specifically video for thirteen years. I've been running an agency, and we've got them lots of transformations. This process I'm gonna show you is what I did for my agency business and what I now do for my online coaching business.
02:44HOOKSo then you can replicate the numbers. And I'll show you my numbers today because I'm very transparent, and I think that is lacking online.
02:51HOOKSo we need honesty and transparency, and I'm gonna show you how to do it. So if you're ready, let's get into it.
02:57Firstly, we need a traffic source. If we haven't got a traffic source, we're never gonna get anyone to know, like, and trust us. So
03:05if you love YouTube and like the idea of making videos and transforming someone's life,
03:13that is a great place to start. This is exactly what I did two and a bit years ago. Now, yes, I've been on other social platforms in the past, but we're parking those.
03:21We're focusing on YouTube. So I made lots of videos around the things that people ask me, questions, getting comfortable on camera, you know, how to start social media. Do I need 10,000,000 social media channels?
03:33What's the best mic to use? You know, how do I just talk like you do, Steven, one take and just riff it? You know, there's no script here for me today, but I am showing you the process.
03:44Why? Because I've lived it for so long, and I know it's worked. It's tried and tested.
03:48So lots of YouTube videos. One a week. One a week.
03:52Okay? And this one here just happened to do particularly well.
03:57And I think it's actually my first video. So there wasn't that many videos, about four or five. And then this one started doing really well.
04:03And someone bought a product for me. It was the Courage Before Confidence video training program.
04:08It was an upselling social media masterclass, and then there was an order bump for, like, a script writing tool. So
04:14I straight away from this video, which was all around making videos in two minutes a day, and it was the content streak with the thumbnail that goes okay? Content secret video. You'll have a look.
04:24If not, I'll probably link to it. That started to pick up, and it got about four, five hundred views. So I know from one sale, four, five hundred views, $400 proof of concept.
04:35So from there, that then got update, upgraded, should we say. And I went to my agency because I already had a program in place because I've been running it in my Facebook group called Tea with Steeves. About 1,300 people in there had been through it.
04:48So I straight away created my awareness product. And my awareness product
04:55and yours could be, like mine, a very small, what I call micro transformation, take someone from a to b in thirty days. And and if you wanna access that because you're you're stuck, you know, you wanna get on YouTube, your first thing you need to do is you need to be able to make videos.
05:10Forget this whole faceless stuff. The first thing that is gonna build trust.
05:16Okay? , what comes out of your mouth.
05:23AI isn't believed as much as you are. Just let that wash over you for a minute. So awareness product.
05:30I turned that how to make two minute videos in two minutes a day into courage before conference, and it was selling at $99. Okay? So we'll just focus on that product at the moment.
05:40$99, I was selling between three and four a day. So three and four a day, what's that?
05:48$300 a day on average, thirty days, $9.
05:53$9,000. Okay? It was selling near a four,
05:58sometimes sometimes five and six. But we'll have so if we if we'd be conservative on the five and six, we're probably making about $10.
06:05I know we had some $12 months, but we're making $10 a month straight away from the awareness product. As long as you continue to fuel that
06:16with content, okay, and and then introducing people to your email list and fueling the email list and fueling the YouTube channel, you can continue to sell that quite comfortably.
06:26Most people don't need $10 a month to live on. If I look at my outgoings, mortgage, rent, you know, the bills, probably need about 2,000 a month.
06:35So for me, you know, obviously, we've got different expenses here in The UK to to The US. You know, we get free health care and stuff. But conservatively,
06:44if you I make $2 a month, this I'm in a fun money. I'm in fun money.
06:50So what are you what's your baseline? And see if you can hit that with your awareness product. So that's our awareness product.
06:56Okay? Making approximately, for the for the sake of argument,
07:0110 k a month as long as we fuel it. You must
07:07fuel it. Okay? You must fuel it.
07:09You can't just post a few videos. It sells and I'm not fueling it anymore. You must put fuel in the fire.
07:15Now I post one video a week. I put a daily post in my community post on YouTube, and then I have omnichannel presence through social media. If you wanna know about that,
07:26let me know in the comments. Park in it for today, but let me know in the comments, and we'll make a video on that. So now I've got
07:32I'm not gonna say passive, automated $10 a month as long as I fuel it. Then we need to look at what I call the leverage product.
07:41Okay? This, the simplest one in what I call a today business model so if you're starting out from scratch, don't build the forever business. Forget the course.
07:50Forget the podcast and forget the livestreams and all that stuff. We want to build a today business. And a very simple way instead of getting rid of all these funnels is just offer people a way to work one to one.
08:02So if you've got knowledge, wisdom, skills, expertise, and you can take people from point a to point b, They can either do it by themselves or they can do it with you.
08:12It's a real simple place to go. Now I charge $500,
08:19okay, for a one to one session. If you wanna go deeper and we've got more work to do, then I would suggest, you know, bundling up.
08:27So for five sessions, it's $2. So now we've got another income stream. But what I do to fuel those income streams
08:36is I offer, like I have done to you guys, discovery calls. A free call, completely pitch free to see if I can help you through a problem.
08:45Now there's two reasons for this. One, I am helping you. I am building
08:50trust. Great book, by the way, but trust. And then you can see if I'm the guy for you, if we're a fit, and then you can make that consideration by yourself.
09:00There's no big sales pitch from me. But most importantly for me personally is those discovery calls, I identify your pain points, and I can either make more content to fuel this or more content to fuel working one to one with me. Now if I bring in five five,
09:15just five clients, okay, Five clients on this, we now have
09:2210 k here, that 10 k there, we now have 20 k a month from a today business.
09:31Now that might not be where you want to be. You might want to have more time and more freedom, so we work on a forever business. That's where my business is now, and I'm gonna share with you how people said, it's too good to be true, and I can't see anyone's gonna pay you $2.
09:45It's very, very simple. I promise. It's really, really simple.
09:49If I gave you the road map and promised to sit with you on the bus on that journey until you got there and you were making ten or twenty k months, I'm sure you think that $2 would be a reasonable investment. So you give someone 2 and they give you the method
10:08and the promise of being with you to do it, to make 20 back. Jesus. So 10 times your return on investment?
10:15Wow. Think that's pretty solid, and that is why people do. So
10:22what we've then got is and I want us there's a very important piece here. We're gonna go we're gonna go purple because it's the core business. And there's something very important that we do, which most people aren't doing in the online coaching space.
10:36It literally, it breaks my heart that most people aren't doing this piece here.
10:44Everyone's got a course to sell. Everyone's got a coaching program to sell. And then what happens is
10:50they don't do this thing, the most important thing. They don't
10:56they don't show up. They bring someone else in to do it. They bring in someone from their team.
11:01People expect me to have a team. I used to have a team, and it cost me a lot of money, and it cost me a lot of headache, and I had to manage people. And you know what?
11:11There are better people out there that can do that than me. I am kind of visionary and just up there, ideas,
11:19getting things done, going through the process, helping people along. I don't want to be managing lots of people, but I can show up for the people who make the investment in themselves. Okay?
11:30It's really important. I've invested money in the past into courses and coaching where the actual person, the coach, never showed up. People are surprised when they book a discovery call with me.
11:41Okay? And they actually see me on the end of the call. They're like, woah.
11:44I wasn't expecting to see you. So why not? You booked it with me.
11:46I offered it with me. It's with me. Most important thing is that you show up.
11:51This is what they call the hybrid method. It has an online course. We have a month we have a sprint for a hundred days because we have a hundred day promise to get you to 5 k a month.
12:02And then on a Tuesday, we have our mastermind session. So two hours a week, I show up for forty weeks of the year minimum because we'd like to have holiday, don't we? We should as business owners.
12:11We're building lifestyle businesses through our YouTube business. It's really important. Book your holiday.
12:17So for a minimum of forty weeks a year this year, I believe it's more forty eight weeks because we're running the sprint. I am there every Tuesday and answering questions, masterminding stuff.
12:27That's how John went from making a few 100 views. He came into a Tuesday mastermind session. We course corrected him.
12:32He went from a few 100, few thousand, 32,000, now 68,000. Now he's launching his new course off the back of that cause he's got market need.
12:40He knows what his audience wants. He know how's the delivery. He knows how to fuel
12:43that course because he knows the the thumbnail, style, the titles, the actual theme and topic. He knows it because he's
12:51we've we've course corrected him. He's identified the market need, and that video blew up as a result of it. But show up in your core program.
13:00So now, I don't offer as many of these as I used to, different color pen, because I wanna serve more people and help more people. So this is the this is the core program.
13:10It's called the Heart Brand Blueprint. And in a hundred days, my promise is I will take you from zero to starting your online business, making 5 k a month. And if not, I will stay with you and work with you until you do.
13:23And even if that takes years, we will work together to get you there because life gets in the way. I've got chronic illness that I have to deal with sometimes. I don't have the energy to make a video, so we have to build our business and lives around them.
13:34I completely understand that. But if you can show up each week and your promise is you can get them that result, putting you there front and center makes you more trustworthy.
13:44And getting that result even more so. So this program is actually, as it stands right now, is two k. That's it.
13:51No further investment. Now, we had 10 spots. We launch it every other month.
13:57We had 10 spots to to offer, and literally, some people got in the back door, and we o got oversubscribed, and we sold 12. So instead of making 20 k, we made
14:09just shy of 24,000. Okay? So, yes, it did happen.
14:14That's exactly how it is. 12 people joined the blueprint. Okay?
14:20We launch it every other month. Therefore, we'll call that a 10 k month. We've now got a 10 k month over here.
14:27And if I continue to do these at full capacity, we've got a good another 10 month. So now we're talking 30. Now people say, well, why do you take that out?
14:35I have energy to manage. I have a family I wanna spend time with, and I don't need all of that money
14:42for me to build the business. Yes. Great.
14:46But for me, remember I said at the start, only need $2 to find the base layer, so you could build your online business from this and keep fueling it. You could start the today business today and invite people to work one to one knowing that you've got somewhere
14:58you can build a forever business and not have to do one to one all the time because it can be any it can be energy consuming, shall we say. But these two places are a good place to make your first 10 to $20,000.
15:11And this place, you can keep going with that. This place is the icing on the cake, or you can even increase your prices here.
15:18So I wanted to make sure that we could put all those myths aside. What you need is to remove the I'm coming to be a YouTuber
15:27mindset. Remove that that belief pattern, whatever you wanna call it, and come to YouTube with a business in mind. Come to social media with a business idea in mind.
15:38If you don't know what that business idea is, you've got two options. Book a discovery call with me and we can map it through. You'll never get pitched to you.
15:46You'll I will not sell you any of this. This the second option is around this video will be access to the hidden asset finder. It's a simple AI tool.
15:55It's gonna ask you 10 questions. You're gonna fill them in. It's gonna take you ten minutes.
15:58You're gonna have the answer for your today business. Or you might even give you the answer for your forever business based on the inputs you put. Do you need money today or can you build it alongside your day job?
16:10So this is doable. People who say it's not and it's too good to be true simply never tried it before or just listening to all the world mark the saying, you need a sales funnel. You need you need a website.
16:21You my agency it's a funny joke. My agency ran for nearly ten years with a one page website because people bought from this face.
16:32There's nothing special about it, but I knew my stuff. I showed up. I shared knowledge, wisdom, skills, and expertise,
16:45CTAjump into this world, you're more than welcome to have a conversation with me, and I will guide you, give the road map, and you can either be on your merry way, or you can say, Steven, I wanna learn more. And that's okay too. You'll never be sold to.
16:56CTAYou'll always be an invitation, and you get to decide. Now if you've enjoyed this video, smash the like button, subscribe, leave your comments.
17:04CTAIt's been a bit of an an off the cuff one, but most importantly for you right now, YouTube knows what you wanna watch next because it's been following your viewing habits. So watch whatever it shows up here for you next.
— full transcript
§ 05 · For Joe
Steal the whiteboard-first format.
LFB playbook
A physical whiteboard and a camera is all the production you need to make revenue math feel real.
- Open with a real objection you have received. Read it out loud. Then prove it wrong with actual numbers.
- Use the Today Business vs Forever Business frame to sequence your own offer stack for viewers who do not know where to start.
- Draw your income model live on camera instead of narrating it. Hand-drawn aesthetics signal authenticity in a world of slick decks.
- Run free diagnostic discovery calls that are genuinely pitch-free. Use them to mine content ideas, not just close clients.
- Name all the ways you personally show up where competitors hide behind VAs: in calls, in mastermind sessions, in the DMs.
§ 05 · For You
You do not need a huge audience to make this work.
If you are over 40 with real expertise
A 400-view YouTube video sold his first product. Audience size did not matter. Specificity of the solution did.
- Start with one micro-transformation product: something that takes a specific person from A to B in 30 days.
- Offer free discovery calls with no sales pitch. Use them to understand what your audience actually struggles with.
- You only need five one-to-one clients at $500 each to hit $2,500 per month. That is five people, not five thousand.
- AI content is abundant. Your face, your voice, your lived experience is scarcer than it has ever been. Lean into it.
- If you are waiting until your channel takes off to sell something, you have it backwards. Sell first, then scale the audience.
