§ 01 · The Hook
The bait, then the rug-pull.
The number is in the title, and the video opens by making it real in twelve seconds flat. What follows is not a flex — it is a whiteboard walk-through of the content-to-email-to-event system that has averaged $200K/month for over two years, with no sales team and no sales calls.
Where the time goes.
00:00 – 01:00
01 · Revenue claim and context
Hook: $5.1M since Dec 2023, Taki Moore title inspiration, revenue-is-not-profit caveat, modest framing ($2/month extra).
01:00 – 03:01
02 · Why no sales calls
Enjoyability over efficiency; 10% commission to closers attracts wrong-fit buyers; funnel designed to let bad fits self-select out.
03:01 – 05:00
03 · The Organic Content Machine
Instagram = easy, high volume, chatbots. YouTube = AVD, evergreen leads, stronger CTAs. Two platforms work together, not as substitutes.
05:00 – 07:05
04 · Email capture and automation
Chatbots send viewers to squeeze page; email automation nurtures toward Businessmanship 2.0 ($2.5-3.5K); 30-40% of gross goes to ads.
07:05 – 09:36
05 · Satellite courses and pricing strategy
Pricing started at $800, now $2.5-3K. Satellite courses ($99) serve as low-barrier entry with 6% upsell. ACV controlled by price increases, not contracts.
09:36 – 10:43
06 · Client results and guarantee
Ali MacLean testimonial: 5K to 247K on Facebook. Money-back email policy if no ROI in 3-6 months.
10:43 – 12:02
07 · Live events
Venue at $30/ticket covers costs; $300/ticket x 1,000 seats = $300K. Events convert warm leads who have not yet bought, and funnel non-buyers into satellite courses.
12:02 – 14:30
08 · The team and incentive structure
Editor (Declan) gets 10% of first-month revenue. YouTube optimizer (Oli) gets a % per video. Cam and Jaden (operators) get 10% of any sale they surface. No flat salaries.
14:30 – 15:55
09 · Anti-viral strategy and close
Intentionally avoiding viral reach keeps audience quality high and AVD up. One viral video bolsters the whole ecosystem if it happens accidentally.
Visual structure at a glance.
Named ideas worth stealing.
03:01
model
Organic Content Machine (OCM)
- Instagram (volume + chatbots)
- YouTube (AVD + evergreen)
- Ads (30-40% of gross, layered on top)
Three-channel content system where Instagram generates daily volume and chatbot leads, YouTube builds deep trust and evergreen lead flow, and paid ads amplify the best-performing organic content.
Steal for Any coaching or consulting business building an inbound lead pipeline
07:05
model
Satellite Course Ladder
- $99 entry course
- 6% upsell to core mentorship
- Everyone who bought entry gets core upgrades free forever
Low-ticket satellite products ($99) serve dual purpose: standalone revenue and a qualification filter that self-selects buyers who then upsell into the $2.5-3.5K core program at a measurable 6% rate.
Steal for Knowledge businesses with a high-ticket core offer who want a lower-risk entry point for cold audiences
10:43
model
Event as Funnel Step
- Venue ticket covers venue cost ($30/seat)
- Upsells inside event = pure margin
- Non-buyers migrate to satellite course automation
Live events priced to break even on venue costs, so all upsells are margin. Non-converters at the event get funneled back into the email automation for a satellite-course sale.
Steal for Any creator or consultant who wants to turn live events from cost centers into profit centers
12:02
model
Revenue-Share Team Structure
- Editor: 10% of first-month revenue per video
- YouTube optimizer: % per video performance
- Operators: 10% of any sale they surface
Small four-person team paid via performance-linked revenue share rather than salaries, creating alignment between output quality and business results without fixed overhead.
Steal for Solo creators wanting to scale content output without committing to full-time hires
Lines you could clip.
00:48
"The impressive thing isn't the 200K I'm making a month. It's the fact that I've averaged that over two years."
06:34
"Sometimes it's not information people need — it's an emotional position where you've helped them enough that they're just, take my money."
14:10
"I intentionally don't wanna go viral because I want the people who watch the videos to be right."
How they asked for the click.
15:10
link
"There's a link in the description. I'm doing a three day free live webinar. Content Leads Money. Register for it."
Pitched twice — once mid-intro before the main value delivery, and once at close. Framed as free with no hidden charges, recordings sent even if you cannot attend.
Word for word.
HOOK opening / re-engagementCTA the pitch metaphor analogy story
00:00HOOKOn the same day we launched Nutonic, I started a business mentorship where I was gonna help small businesses make a little bit extra money a month. Quickly, nearly done $5,100,000 since December 2023, and that works out to 282,445
00:12a month. And hopefully, Declan made it look super sexy by putting those numbers up in the background. Now I'm gonna tell you exactly how I've done it so you can apply what I use into your business, your frameworks, and what you do.
00:21But first, we have to address how I got here with this idea for a video in the first place. Tada. Taki Moore.
00:27Met him. Great guy. Nearly caught up with him in Japan.
00:30Nearly caught up with him in LA. Missed him both times due to see him. And Taki is actually one of my competitors.
00:35We message every now and then. I wanna do a video with him, and I've got an hour till a haircut. Can we shave it?
00:39I'm going bald. Shock. Water is wet.
00:41And I was like, what is his best performing video? And it's his title. So I had to emulate it and give you a version a little bit more succinct because we do things differently.
00:47Although, actually, out of all the people online in the business space, he's one of the only people that are kind of, do you know what? I agree with that. Now just before we get into it, it's worth mentioning, Rev is not profit.
00:56I've had a good chunk of that, but serve my staff, so is the Australian tax office, so Sean at Gemflow. But what this has done, and I'll be honest, it's given me a bump in revenue every month that I can just enjoy myself with. Because my coaching app, James to the Academy, pays my bills, pays my mortgage, covers most of my things that I need in life, pays my pension, whatever.
01:13HOOKThis business on the side gives me fun tokens, which I built this studio with. And just before I put this marker to good use, again, I just wanna reiterate, I'm not here to make you a millionaire. I'm here to make you an extra $2 a month.
01:23HOOK$2 a month for you. Less worry about the mortgage. Start planning that holiday you were supposed to go on last year.
01:28HOOKMaybe even get your partner to stop working, whatever it is. That to me is the magic. So as you can see here, I only watched a little bit of Takis video.
01:34HOOKLet's get into it. There's gonna be a link in the description. I'm doing a three day free live webinar.
01:41HOOKCome along just by signing up. Even if you can't attend, I'll send you the videos once we've done them. You can sit through them completely free.
01:50HOOKNow although there are a lot of people on the Internet that make more money than me, including Tarki, the impressive thing isn't to me the 200 k I'm making a month. It's the fact that I've averaged that over two years. And for that to happen, you have to have processes in place.
02:01HOOKThe mean you don't burn out, you have to enjoy what you're doing. For instance, the reason that I don't use sales calls same as him wasn't even efficiency. It was enjoyability.
02:08HOOKAnd also, the elephant in the room is, if I'm gonna get someone to close sales calls because I'm not gonna do it, I could be doing better things, gonna have to give them 10% of So they're incentivized to close, which is good from a sales perspective, but I can't help but feel that can attract people that maybe aren't perfect for the course.
02:22And I'll give you an example. When I was younger and I used to invite girls to go on dates, if at any point I realized that we weren't really right for each other, rather than forcing it, I'd just leave it. For instance, in Bondi, during winter, I would ask girls if they wanted to go for a swim in the sea.
02:34And if they were like, what do you mean? It's it's bloody winter. The water's cold.
02:37Rather than going, we should go on a date instead. I knew I got a signal very early on that they weren't right for me. So this process, this funnel that I'm about to go through, there are so many different opportunities in that process for them to opt out, to never make it to the sales page, or to never make it into the mentorship.
02:50Because you need to be very selective with who it is that you wanna work with because you're gonna work with them. So I had to start from scratch, created a YouTube and an Instagram, a new one which did confuse a lot of people. Now I think these work synergistically,
03:01and I'll explain the benefits now. Instagram is easy to create content. You just pick up your phone and you shoot.
03:06YouTube has a much better way of getting an average view duration. So although this is easier, people are gonna watch maybe sixty seconds per minute. You've still gotta win over that view algorithmically.
03:14Here, if you win someone over, for instance, you're watching now, the amount of time they're spending watching you is gonna increase. I think that has a massive benefit to the bond you can build with someone, not to mention trust. Instagram benefits you can create a lot of volume of content.
03:25You can do one a day very easily. YouTube is a little bit more difficult. Some of my best performing videos on this YouTube channel are Evergreen.
03:31They're over a year old, they're still churning in leads on an ongoing basis. So although it's easier to put volume on Instagram, I think the fact that you can have videos that generate your leads for years on end, that's great. Chatbots are an incredibly powerful tool, which we'll get into in a second.
03:42But then I think the call to actions that you can do on long form are always gonna be that little bit easier. So for instance, when I told you about a three day webinar before, I could kinda sell it to you. I remember I did the hook, the introduction, and just before we're going into the kind of payoff of the video, I got that in there.
03:55You'll also notice I've started wearing microphones under the shirt. I've got, like, a magnetic necklace. I'm not a guy that likes jewelry, but I always always had a gripe with the magnet sitting there on the front.
04:05There you go. So when we look at this, we want to look at this as an organic content machine. Now, you must master this first because ads is the icing on the cake that you put on top of this.
04:14You can clip a lot of this for ads, but also you can look at the best performance from this so you know what to do for ads. Now, I would say on any given month, 30 to 40% of revenue goes in ads, which is kinda depressing because this month, we've done about a 100 k. And you might go, my god.
04:27A 100 k? I know 40 k of that is already in ads. So now I'm left to 60.
04:31Sean, whose platform I use, he's getting his cut. I'm down to 50. My manager's always gonna get 20%.
04:36That's 40. Not to mention staff, bills, costs, whatever it is. So I need to make a 100 k to keep the lights on.
04:41No. I don't get the air miles. We'll negotiate that.
04:43So we've got all of these people through ads and the organic content machine watching content, enjoying it. We're building a relationship. The next thing we need to do from here isn't send them to a sales call, in my opinion.
04:53I think the best thing we can do from here is get some form of data. And you guys know, I love email addresses. So my chatbots will send people to a squeeze page, like a page that is designed to get their email address with call to action.
05:03We'll send them there. And if we can get their data, specifically an email, I like to put them through a little automation. What that means is once they sign up, I'm just gonna prewrite some emails that come out every day just to nurture them and make them feel like I'm an authority in this space.
05:14Of course, I'm gonna be putting in an offer for these to buy from me. But, I would like to think that at least 50% of people that join the email list, even if they never buy, they get value from it. Now we're now in the second iteration of businessmanship two point o, which is gonna be shutting down at the end of twenty twenty six.
05:27And I'm gonna spin up three point o, which is gonna be completely different. But this is the main ticket. There's two current offers for that, 2.5 to 3.5 k.
05:33So on any given day, we're gonna try and push people to the businessmanship, and they're gonna buy. Cool. But at the moment, we're taking a bit of a step back from this.
05:40So as you will have noticed, the current offer at the moment is the three day webinar, which we've called content leads money. This is, to begin with, just an idea. We're starting to map it out.
05:48We're starting to build it out. But ultimately, we just need something to take people away from here to there. And this is almost like a holding company in a financial structure because people do get exhausted going through the same thing.
05:58They're like, we get it. We get it. We get it.
05:59This will exhaust just as much as the ads will. So we're gonna create this. We're gonna put together the webinar, like I said.
06:05Now I've allocated in paid ads $20,000 because I know we need that data. Not to mention that when we do the event, we are going to use all the existing data we already have.
06:14All those people that have gone through automations, maybe not even bought, they're gonna be pushed into this. Because even if someone has come down into the funnel and they're over here somewhere, we can always bring them back because it might just be a little bit more information that they need before they get closed. Or it's not always information that people need.
06:28Sometimes, I'm a really strong believer that there is where you've helped them enough that they're just, take my money. Take my money. Because you've helped me so much for free, I might as well be a part of your paid program.
06:39So all of my marketing direction funnels at the moment are actually going away from this. And you'll notice that one of the things that I've done is I'm increasing the volume of the videos that are going out. Cause everything's building towards here, so we can do the three day event, and we can bring people into the businessmanship.
06:53Now that's what I'm doing now. Some of the other things I recommend for you guys is this. Once you're building this out and you have people coming through to your offer, first thing you wanna do is make sure that you price it in the right amount.
07:02When So this began, this was $800. It's now at 2 and a half to 3 k. What happened?
07:06We got more people in that organic content machine. We got to bump up the price because of that. Any of you that are gonna start out, start low, you can always raise prices.
07:13It's very difficult to bring them down once you've got going. Now when you work with people with inside your program, whatever it is, you're gonna realize that people have got frequent and common needs between them. So for instance, we found out content was one of the pillars that people needed help with the most.
07:26So therefore, we doubled down on it. So my quote on quote satellite courses, short form content mastery, send emails, get paid, to a play button, etcetera, etcetera. By building these out, it meant that we were adding artillery of more resources for people within the mentorship.
07:40But at the same time, these could also be used as single one off products that could go into people in that queue in the automation, people that had said I'm interested, they hadn't bought yet. This meant that some people could then go into the shorter courses. Their ticket level to come in could be, say, $99.
07:54And then from short form content mastery, for instance, we had a 6% upsell into the business mentorship. Now any of you that have done short form content mastery, just to let you know, I'm about to refilm the whole thing and add so much more included in AI. So if you have paid $99 for that already, I'm about to replace the entire thing for free.
08:09Because you guys are legends, and you propped me up and supported me over the last few years, I'm gonna be doing that. And by the way, everyone that's ever bought from me, when this goes to three point o, everyone that had two point o will be given it. Same way that everyone that had one point o got two point o, etcetera.
08:21Once you're in, you're in. Some of my biggest ever clients only paid me $800. Now some of you are probably wondering why I set a one off price and not a subscription or anything like that.
08:30And the reason for that being is that with everything we sell, there's gonna be something called an average customer value. How much does the average person spend with us? Now for any of out there, let's say you're a personal trainer or a fitness coach and you charge a £100 a month, the average person stays with you for six months, your average customer value is £600.
08:45So then if you created a product that was $6.50, that was six months long, you'd be able to sell something that increased your average customer value. Now the reason that I like it being a one off price and lifetime access is that, first of all, it doesn't rush people too much to go through the modules or the course or whatever.
08:59And then I can just limit the amount of time they're in the Discord. So they're getting they're felt rushed, but they can go through the Discord at their own time. And the main reason is that I can control the average value of a customer to me by increasing the prices.
09:10Rather than trying to tie people in with contracts or saying you've got to stay for twelve months or whatever it is, I just set a price that I'll be happy with. So when I work with someone, I like to deliver to them that value. Now for some people, that's a lot of handholding in the Discord.
09:21It's a lot of help. But for others, Ali MacLean, for instance, had to say this about working with me in the mentorship. When I started your business, I saw 60,000 followers.
09:28I wasn't doing shit. But in a couple years, I'm now at a 185 on Instagram,
09:37so that's fucking significantly more.
09:41But on Facebook, I've gone from, like, 5,000 to 247,000, and that's because of your advice. It's because of picking a niche,
09:50changing it, making people know what I actually do. Because I remember messaging you saying, oh, James, yeah. Yeah.
09:55I do this. This is my problem. And you ignored my question.
09:57Went, listen. I've watched your videos. I have no fucking idea what you coach.
10:00I was going, that's a good point because I don't actually teach NBA Finners, and it made me go down the route of reaction. So big big thank you to you. For Ali, one of the most important things for his business was me saying to him, bro, I watch your stuff.
10:11I don't know what you're selling. To him, that was worth more than the ticket price. Some people, when they join the Discord, I'm like, hey.
10:16CTAI don't understand what you sell. And the problem is that even when they join and they introduce themselves to me and tell me what they do, if I don't know what they're doing, then their audience doesn't either. So anyway, the reason that I charge what I do is I wanna control the average customer value.
10:27CTAAnd those of you that do join the mentorship, if within three to six months you haven't got your investment back, just email me. James@newtonic.com. Because I would much rather we didn't have bad blood between us.
10:35CTAThat 5,000,000 I made could be 10,000,000 if I was a bit more of a Nazi, but I'm not. I like to sleep well at night. So this time last year, we were cooking.
10:43And the reason for that is that once you're creating a lot of content like this and you're spending a lot of time with people here, you can create events. Now the exciting thing about events is this. You can get in person to meet and spend time with the person that you watch online.
10:56Because for all you know, I could be here just reading the teleprompter the whole time. I'm not. But going to an event, you get to spend time with people.
11:01They get to read your energy. Sometimes you get to really understand what someone's like just by watching their human interactions with people. Some people can be fake.
11:09And some people, when you meet them in real life, are just not what you're expecting. So the in person events work well because well, let me teach you exactly how I do it. So we have an event coming up towards the end of the year in London.
11:19So what you do is you have a venue, and let's say that is 30. Then how many seats? Let's say you got a thousand seats.
11:25You could then sell tickets to £30. Boom. You're gonna make your money back on the venue.
11:28Then anyone that upsells from that event is where you make a profit margin. Or you could decide to make it £300 per ticket.
11:34You get a thousand people. You make 300 k. Or you can make the ticket price 300.
11:39Sell a thousand, you make 300 k, you make a 10 x. But I think it's gonna be easier to do that through this mechanism than anything else. Because at least then, people can work with you for a bit more time, etcetera, etcetera.
11:49Looking at that, though, those numbers are quite nice. 300 k would be nice. Oh, god.
11:53Yeah. And then you'd run ads into that event. You do the event.
11:56You get people into the businessmanship. But to get people that don't join, you would then send in your data. They migrate into an automation, and you might be able to make $99 back if they go into a satellite course.
12:05So this ecosystem already exists. Now one of the good things is when I record this video, I'm gonna send it to Declan. Declan gets the video, and he edits it.
12:12So me, Declan gets the edit. Now when Declan's edited it, it goes to Oli. Now Oli is also working within my mentorship to help people to YouTube.
12:20I also know that crafty little fuckers probably doing one to one with people, but that's fine. So once Ollie gets that video, he then optimizes it for YouTube. All the titles and thumbnails at the moment are Ollie.
12:29I will oversee that. I'll take a little bit of a look. Now Declan won't mind me saying this.
12:33I don't have monetization on for this channel. Any videos that he does for the main channel, I give him 10% of rev. I do limit it to the first month.
12:39The reason I do that is I want that video to come out the gates firing. Now Ollie for YouTube, where we have the links in the description, I give him a percentage, I can't actually remember what it of the revenue from each video. So the reason is that I incentivize Declan to make good videos for the main channel because he's got money.
12:54I incentivize Ollie because then if Ollie puts in a killer titan thumbnail, that's gonna increase the amount of conversions, average view duration, visits, whatever. Then the people that click on average from a video, he's gonna get incentivization for that. I need to incentivize this cohort of people to make sure that this part works well.
13:10There's also Cam and Jaden. Glad I didn't even forgot his surname then. And these guys are really the marketing brainpower of the business as well.
13:17These guys, rather than having a sales team, they're gonna pressure people on the call. I've said to them, these guys are gonna work with everyone inside here. They're going to potentially give me ideas that I can make content for in my organic content machine.
13:26And if any of those ideas end up coming through, these guys have offered 10% of any sale that they make. Because I would much rather that Cam or Jayden is working with someone in the menship, and they go, wow. Trish has just had this amazing transformation to her business.
13:38I go, hey. Do you reckon you guys could put that into an email? Email gets written.
13:43Email goes to the automation. People get it. They buy in.
13:46It's only fair that that kickback goes to the brainpower of the person that got it in the first place. Because now I want it to be in a position. Once I finish recording this video and I send it to Declan, everyone gets looked after in the ecosystem.
13:56And the more I can automate the ads, the emails, the events, whatever it is, it means that my time only needs to be spent in the organic content machine. These guys taking care of each other, and I can spend my time looking after the people that pay the bills. So the reason this business has been able to generate 200 k a month on average for over two years is exactly because of this.
14:15Now the beautiful part of all of this and the lesson that many of you should take for your business is I intentionally don't wanna go viral on my YouTube channel because I want the people who watch the videos to be right. I want the average view duration to be high. But if one of these two videos goes haywire, goes hectic, goes crazy, does whatever,
14:30everything in the ecosystem is gonna be bolstered from it. Everything is gonna trickle down. One video in the YouTube system sets alight everything, leads, emails, data, more people to live event, more people to physical events, more people into these products and offerings here.
14:43Everyone lives good. And here's one thing that's kind of unique. Everyone I employ in that ecosystem works for me pretty much because they want to do their own thing.
14:51And I think there are a stage in their life where winning business is quite difficult, and I'm quite good at it. I'm gonna win it for them. But Cam, Jayden, Ollie, Declan are all growing, and they will fly the nest soon.
15:00CTAThey will go do their own thing. Declan, the cheeky fucker, he's got 10,000 people on his email list. Kept that fucking quiet, didn't he?
15:06CTAKept that fucking quiet. He's only got 10,000 subscribers. My golden rule is 20% of people that follow you on email.
15:15CTABut that's what I want. The people that work with me are entrepreneurs that I want to do really well, and I treat my clients and my mentorship the exact same way I treat my staff. You want my honest advice?
15:26CTAI enjoy this. I never had a little brother growing up, and now I've got thousands of them. Some of them are men.
15:34CTAThat's probably why you should pick a personal trainer as your business coach. I spent the last ten years just making sure that people were getting stronger and they were feeling good. They were happy with the way their life and their training was going.
15:43CTAI used to help people get swole, and I helped their businesses and their brands and their social media do it. For the work of me, there's a link in the description. When it comes to our three day webinar, 100% calm.
15:50CTAAnything else, just pop a question in the comments below. I'll get back to you. Thanks for watching.
— full transcript
§ 05 · For Joe
Build a funnel that filters before it sells.
WHAT TO LEARN
The most durable coaching businesses are not the ones that close hardest — they are the ones that make wrong-fit buyers self-select out before anyone wastes time.
- A content-first funnel (organic video to email list to offer) can outperform a sales team because it qualifies buyers passively, at scale, before they ever reach a checkout.
- Instagram and YouTube serve different functions: Instagram builds daily touchpoints and chatbot reach; YouTube builds deep trust and generates evergreen leads for years after upload.
- Email capture is the pivot point — getting a viewer's address before pitching the offer gives you time to deliver value and build the emotional trust that eventually closes without pressure.
- Low-ticket entry products ($99 courses) are not just revenue — they function as a self-selection mechanism that produces a measurable upsell rate into the higher-ticket core program.
- Pricing should scale with audience size: start low to fill early cohorts, raise prices as organic reach grows, and never use contracts or lock-in to prop up a number the market has not validated.
- Average customer value is a controllable variable — you set it by adjusting your price, not by increasing retention friction.
- Live events convert the segment of your warm audience that consumes a lot of content but has not yet bought; pricing the ticket to cover venue costs turns every upsell into pure margin.
- Small teams stay productive when compensation is tied to outcomes — revenue-share structures align an editor's incentive with the business's incentive without fixed overhead.
