Every script on file for this channel, paired with the published video it produced. The written ones came first. The rest are the finished videos transcribed word for word, so what is on this page is what was actually said on camera. Covering August 2025 to August 2026.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Question Hook Target runtime: 18 minutes (2,700 words at 150 words per minute) Title options 1. The Exact System Top Coaches Use To Sign 5 To 15 Clients A Month 2. The Rainmaker Engine: How Coaches Get To Consistent $100K Months 3. I Am Going To Show You The Entire Client Machine On Screen Thumbnail direction Chris seated at a desk with a five phase flywheel diagram filling the screen behind him. Big white text reads $50K TO $100K MONTHS with a smaller line underneath saying THE WHOLE MACHINE. He is pointing at the phase two box, calm, mid explanation. Dark background, one warm key light. The script [ON SCREEN: "Consistent $50K to $100K months"] Coach, if you want to have consistent 50 to 100k a month or higher, I am going to show you the exact system top coaches are using today to sign 5 to 15 high value clients per month on auto pilot. Before I show you anything, let me be straight about what this is. I am going to do two things in the next few minutes. First, I am going to show you the exact machine we build to take coaches to predictable 50 to 100k months. The whole thing. On screen. Second, at the end, I am going to invite you to book a demo call where we map that machine for your specific business. The call is free. The build is not cheap. I will tell you that right now so you can relax and actually watch. Here is the deal I want to make with you. If I do not give you something genuinely useful in the next few minutes, something you could go use on your own without ever talking to us, then do not book. Do not give us a cent. But if I do, and you are the right fit, then booking that call is just the obvious next step. Fair? Good. Let us go. [ON SCREEN: "I already know what you are thinking"] And look, I already know what is going through your head. You are thinking you do not have time for another thing. You have probably been burnt before by a business coach, mastermind or agency. You are thinking your niche is different. You are thinking ads do not work for you, because you tried once and got burned. You are thinking you are not techy enough for this. And you are thinking, even if it is real, it will work for him and not for me. I am not going to talk you out of any of those right now. All I am asking is that you watch the next few minutes with the guard down. Just consider it. If it makes sense, it makes sense. If it does not, no harm done. That is the only thing I am selling you on so far. An open mind. [ON SCREEN: "Mistake 1. Trying to grow by doing more"] Here is the truth. You are not stuck because you are not working hard enough. You are stuck because of three mistakes. They are not your fault. Nobody showed you the other way. But once you see them, you cannot unsee them. And here is the wild part. You do not need to add anything to grow. You just need to stop making these three. Mistake one. Trying to grow by doing more. Right now, you are the machine. Marketing, sales, delivery, follow up. All you. So the only way you know to grow is more hours, and you are nearly out of hours. That is not a revenue problem. It is an architecture problem. Effort cannot fix it, because effort is already maxed out. Fix it, and growth stops costing you your evenings. [ON SCREEN: "Mistake 2. Paying for leads, then letting them leak"] Mistake two. Paying for leads, then letting them leak. Someone opts in, or slides into your DMs, and then nothing. No proven follow up. No system keeping you in front of them. You are pouring leads into a bucket full of holes and blaming the tap. Most coaches lose 80 percent of the leads they paid for this exact way, and never even see it. You do not have a lead problem. You have a lack of system problem. Fix it, and the leads you already have start booking calls. Mistake three. Buying pieces instead of building the system. A course here. An agency there. A mastermind. A new funnel. Each one fixed a single piece and left you about where you started, because none of them connected to anything. It is like buying car parts and wondering why you cannot drive. A pile of parts is not a car. A pile of tactics is not a business. You do not need more parts. You need the engine that runs them all. Avoid those three and you stop hustling harder. The machine does the work. You just show up and coach. [ON SCREEN: "Hi, I am Chris"] If we are just meeting for the first time, hi, I am Chris. I built a multi seven figure coaching company. Started it. Ran it. Sold it. I then got my consulting offer to $1M run rate in just 63 days. Then got an agency offer to $200k a month in just under 90 days. Then I spent years inside coaching businesses as their Chief Marketing Officer. Retainers up to $25,000 a month. Seven, eight, and nine figure info businesses. Many of the names you would recognise. And what I found was the same broken machine in every single one. Brilliant coaches that were struggling. Once they fixed their business model, and had the systems behind bringing in leads and clients, they were able to make the money they wanted and they enjoyed their business. Across every business I touched, over $52 million in coaching and consulting revenue, the constraint was never the coaching. It was never the offer. It was never even the marketing. It was the absence of a machine. So I built one. [ON SCREEN: "Phase one. Attract"] This is the Rainmaker Engine. Five phases. I will walk you through every one, and watch how they connect, because that is the whole trick. One thing to notice as we go. We do not hand you this and wish you luck. We build every piece of it, with you, inside your business. The copy, the funnel, the ads, the automations, the AI. Done for you. Phase one. Attract. This is where the right people first find out you exist. Two parts. One is your content, set up properly so every post is pointed at one job, getting someone to put their hand up. That is powered by your Weekly Content Engine, an AI we train on your voice, so three or four hours a month from you turns into a month of authority content. The other is low budget ads that get you in front of cold people who have never heard of you. Your Ad Campaign Architect maps them, we write them, build them, run them. You never have to learn Ads Manager. [ON SCREEN: "Phase two. Capture"] Phase two. Capture. This is the funnel, and it is probably the most important piece in the whole thing. It is where a stranger turns into a lead and a lead turns into a sales conversation. They land on a simple page, give you their name, email, phone. Then they watch a video, eight to fifteen minutes, scripted line by line to build trust and get them to book. Then a calendar. Done. Now, before we build any of this, week one, we get on a call and use the Diagnostic to find your real constraint, then the Irresistible Offer Creator to sharpen your offer. Because a machine pointed at a weak offer just gets you to no faster. Then the Copy Creator and my copy team write the whole funnel custom to you, and we build the entire thing for you. Pages, automations, booking flow, the lot. You do not touch tech. Some book straight away. Most will not. And that, right there, is where nearly every coach loses a fortune. [ON SCREEN: "Phase three. Microwave Your Leads"] Phase three. Nurture. We call it Microwave Your Leads. This is the bit most coaches have nothing for, and it is why they lose about eighty percent of the leads they paid good money for. Four things run at once, all on the same lead, and we build all four for you. An eleven day run of emails and texts that handle the objections and pull them back, written for you. A library of your best long form content, set up so they binge it and trust you more. Retargeting ads, testimonials and case studies, shown only to the people who opted in but have not booked, built and run for you. And AI follow up, your own agent, trained on your business, messaging leads based on what they actually did, what they watched, what they opened. So picture it. Someone opts in Monday, does not book. By Friday they have had a few emails, a couple of texts, seen your ads everywhere, watched two of your videos, and got a personal message from your team. Reckon they are more likely to book by Friday? Course they are. That is the microwave. [ON SCREEN: "Phase four. Convert"] Phase four. Convert. The closing system. By the time they get here they are most of the way sold. The content built the trust, the nurture killed the objections. So we give you the full sales process. The positioning that gets them showing up ready to go, a call structure that works, and onboarding that runs itself, all built for you. Your Sales Call Coach lets you or your closer rehearse and sharpen every call. And you bring your live deals to weekly coaching and monthly hot seats with me, so we help you close them. Anyone not ready loops back into nurture, and when they are ready, you are the only person they are thinking of calling. Phase five. Scale. This is the fun one. We track every number that matters. What a lead costs you, what a booked call costs you, what a sale costs you. So you actually know your business for once. We test, we tighten the message, we lift your show up and close rates. We build the SOPs so it runs like clockwork and you stop being the bottleneck. And then we pour fuel on whatever is working. See how it comes back round? It is a flywheel. The more you scale, the more you earn. The more you earn, the better it runs. It feeds itself. It is a machine that runs all day, every day. That is the thing that makes a hundred grand a month on a couple of hours a day actually possible. [ON SCREEN: "The full stack"] So step back for a second and look at what you have actually got now. The whole machine, built and installed for you. Every piece of copy, written for you. Ads, pages, emails, texts, scripts. Your entire funnel, built for you. Your ads, written, built and run for you. Seven AI agents, trained on your business. Your offer, your copy, your content, your ads, your sales, your diagnosis, your launches. Virtual Chris, to get answers 24/7. Weekly coaching with me and my team. Weekly one on one hot seats, with me. And the Fast Cash Campaign, so money comes in while we build. That is over 127,000 dollars of build, tools and coaching. But the number that matters is not the value. It is what it does. Predictable leads, booked calls, and clients, on a couple of hours a day. And you own all of it. [ON SCREEN: "But what about this month?"] Now I know what you are thinking. Chris, that is great, but it takes time to build. What about this month. Fair. That is why we run a Fast Cash Campaign alongside it. While we are building your engine in the first few weeks, this brings money in straight away. No ads, no funnel needed. Just smart conversations with people who already trust you. Past clients, your audience, your warm list. And your Fast Cash agent writes the outreach for you. One coach we work with used this to launch a new offer and did 100,000 dollars cash collected in the first 7 days of joining me. Before her funnel, her campaigns, her ads, anything else was even live. That money covers your ad spend and your investment, so you have got momentum from day one. [ON SCREEN: "Real client proof"] Now let me show you this works, because I have done this with hundreds of coaches. One coach went on holiday, only worked 1.5 hours and still made his full income. Another coach hit $1 Million in profit each quarter. That is an extra million in his personal bank account every 90 days. Another coach hit $201,000 for the month. To prove you do not need a following, one coach signed 101 clients with only 600 followers. Another did $50,000 cash collected in just one morning. Another hit $133,000 in monthly recurring revenue. Another added $318,000 of cash collected in just 30 days. A starting coach signed 7 new clients in just one week using this system. Another starting coach did $12,000 in his first launch. Another is getting 13X ROAS, that is a dollar in and thirteen dollars out. Another signed 5 new clients in one week, with each client paying him $800 a month. And what I also love, a coach is making great money, but more importantly is getting guilt free time with family whilst his business is running smoothly. The goal is simple. For every $1 you put in, you get $4, $8, $12 or more back. Predictable. Repeatable. Yours. [ON SCREEN: "What the demo call actually is"] Now, about that demo call. This is not a discovery or strategy session you have most likely booked in with other business coaches or agencies before. On this call we do one thing. We find your actual constraint. We look at your offer, your numbers, your traffic, your follow up, and we tell you the one thing capping your growth right now, plus the two or three moves to fix it. People pay me 2,200 dollars an hour to do exactly this for their companies. You are going to get it free, one on one, for your business. Here is the honest part. If we get on that call and the fix is something you can do on your own, I will tell you, and you will leave with the plan and owe us nothing. If the fix is the machine, we will show you how we would build it specifically for your business. Either way, you leave knowing exactly what is wrong and exactly what to do. That is worth showing up for whether you ever buy a thing or not. This call is not for everyone. It is for coaches and consultants who are great at the actual coaching and not growing fast enough. If that is not you yet, do not book. Take the ideas, go use them, come back when it is. [ON SCREEN: "Do not trust us. Test us."] Here is how sure I am. We do not ask you to trust us. We ask you to test us. We build the machine. You watch it go live. Ads running. Leads coming in. Calls landing on your calendar. You see the numbers with your own eyes before you are at risk for a cent beyond your investment. Sixty days. If you do not have a working funnel, ads generating leads, and clear numbers by then, we keep working for free until you do. You have zero risk. And we do this because we know this system works. Now let me put the real cost on the table. The risky option is not working with us. The risky option is another year of posting and hoping. Another year of the rollercoaster. Another year of being the bottleneck while the coach down the road, with a worse offer and a working machine, quietly eats your market. That is the expensive choice. It just does not send you an invoice. [ON SCREEN: "Why I built this"] Let me tell you why I actually built this. I have got four daughters. Four. And they are growing up fast. When I sold my last business, I made good money. But I had also spent years being the guy who was always just finishing something. Always on a call. Always in the business. Always telling myself next month I will slow down. I looked up one day and realised my calendar was too busy. I had built a business that paid well, but it had taken more than I would like to admit. So I built a system that brings in leads, makes sales and lets me do the work I love the most. And that is what we build and install for our clients. I did not build it to create another packed calendar. I built it because I wanted to take my girls to their dancing lessons. I wanted to pick them up from school. I wanted to have lunch with a mate on a Tuesday for no reason. I wanted slow mornings to enjoy my coffee. I wanted a business that I love to wake up to, and gives me true freedom. And that is what I want for you. Not just the revenue, although yes, the revenue matters. But the reason you got into coaching in the first place. You wanted freedom. You wanted to do work that mattered on your terms. Somewhere along the way, the business became the thing that took that from you. It does not have to be that way. A machine does not need you to babysit it. It runs. You check in. You coach. You live your life. That is the whole point. [ON SCREEN: "Two options"] Option one. Close this video and keep going the way you are going. Open your phone tomorrow morning. No booked calls you did not chase. Same scramble. Same where is this month coming from. Maybe it gets better. Usually it stays exactly the same, because nothing in the machine actually changed. Option two. Book the call. We find your constraint. We show you your Rainmaker Engine inside your business. If it is a fit, we build the whole thing in eight weeks. You open your phone on a Monday and there are three calls booked you never chased. That is the difference. That is the whole difference. We only take 20 new clients a month. That is not a pressure tactic, it is a capacity constraint. We build this by hand, inside your business. Here is the whole idea in one line. Right now, you are the machine. If you stop, the money stops. We build you a machine that runs whether you show up or not. You go from being the engine to owning the engine. That is it. That is the entire game. Click the link. Book your free one on one demo. We will take it from there.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Contrarian Take Target runtime: 20 minutes (3,000 words at 150 words per minute) Title options 1. The Organic System That Turned 3,154 Followers Into 11 Clients 2. TTC: The Content System We Run Next To Our Ads 3. I Am Not The Organic Guy. Here Is The Organic System That Works. Thumbnail direction Chris standing beside a Miro board showing three big phase bars labelled TRAFFIC, TRUST, CONVERSION with arrows running left to right. Overlay text reads 3,154 FOLLOWERS in white and 11 CLIENTS in green. He is mid gesture, pointing at the middle bar. Clean board, no clutter. The script [ON SCREEN: "I am not the organic guy"] I am not the organic guy. I run paid ads every single day. That is how we scale. But here is what nobody tells you. The paid stuff works ten times better when the organic is already doing its job. The ads pour people in. The content is what makes them trust you enough to book. So no, I am not going to tell you to quit ads and post reels all day. I am going to show you the organic system we use next to our ads. The one that turned 3,154 followers into 232 real conversations, 63 booked calls, and 11 new clients last month. It is three phases. I call it TTC. Traffic, Trust, Conversion. I am giving you the whole thing today. And at the end I will show you how we got an AI to run it, so you barely have to. Quick context so you know I am not making this up. I built a company called The Coaches Cartel. Coached over 2,300 coaches in 27 countries. Sold it. Now I run The Rainmakers. This is the exact system. [ON SCREEN: "It is not a posting problem. It is a path problem."] Here is what I see every day. Coaches posting. Constantly. Reels, carousels, stories, the occasional cry for help caption at 11pm. And if you ask them one simple question, the whole thing falls apart. How many clients did that post get you? Silence. They do not know. Because it never got them one. It got a few likes and a comment from their mum. That is the trap. You are busy. You feel productive. You are showing up. But the content is not producing clients. It is producing content. And it is eating you alive. The hours. The mental load. Sunday night staring at a blank screen wondering what to post so the algorithm does not forget you exist. I did this too. For years I confused activity with progress. Posted like a maniac. Grew an audience. Made almost nothing from it. Here is the truth I wish someone had said to me. It is not a posting problem. It is a path problem. Content that gets clients does not come from posting more. It comes from moving one stranger through three stages. Found you. Trusts you. Books a call. [ON SCREEN: "Three phases. Miss one and it leaks."] Three phases. Traffic gets you found. Trust makes them believe you. Conversion turns that belief into a booked call and a client. Miss one and the whole thing leaks. Most coaches only ever do phase one. That is why they are stuck. Let me show you how to do all three. Phase one. Traffic. The job here is simple. Get the right stranger to look at you. That is it. Not sell. Not book. Just get found and earn the click to your profile. And top of funnel content has one rule. Stop the scroll, give them a reason to care. We use four types. That is the whole menu. [ON SCREEN: "Connection / Value / Proof / Show your work"] One. Connection. This is the human stuff. Your story, your struggle, the thing you got wrong. People do not follow experts. They follow people they feel something for. Name the feeling they are sitting in and they will stop scrolling. Two. Value. Teach one useful thing. Not everything. One thing they can use today. When you help someone for free, they assume the paid version is even better. Three. Proof. Show the result. A client win. A screenshot. A number, stated flat. You do not need to hype it. Just show it and let it sit. Four, and this is the one almost nobody does. Show your work. You, actually doing the work. Filming the client call prep. Building the offer. Whiteboarding the strategy. People do not want a polished guru. They want to watch a real operator operate. That is the content that makes them go, I want this person in my corner. Notice what is not on that list. Going viral. Dances. Trends. We do not chase reach for reach's sake. We make the right four things for the right person. But traffic is worthless if the place they land does not do its job. That is phase two. And phase two is where I see 90 percent of coaches quietly lose the sale they never knew they had. [ON SCREEN: "Trust is engineered, not hoped for"] Phase two. Trust. Someone just clicked your profile. You have got about three seconds. This is your storefront, so it has to say who you help and why you, instantly. Fix the bio. Pin the right posts. Make the proof obvious. Then we build trust with a stack of content, and every piece has one job. But the center of it, the thing everything else points to, is the YouTube VSL. Now, this is not the VSL you are thinking of. A traditional VSL is a sales letter read out loud. Twenty minutes of pain, agitate, pitch. It is built to sell on the spot, and it feels like it. Ours is different. Our YouTube VSL is a long, generous, teaching video. Exactly like the one you are watching right now. It does not hard sell. It teaches the whole system, shows the proof, and lets you decide you want help. That is the pillar. That is the piece that does the heavy lifting on trust, because by the end you do not feel sold to. You feel taught. You trust the person who just gave you everything for free. And here is the move most people miss. All your other content points back to that pillar. The short clips, the reels, the carousels, they are not random. They are cut from the VSL, or they tease it. A 45 second clip stops the scroll, then sends them to the 20 minute pillar that does the real work. So the stack looks like this. The pillar VSL in the middle. Then the supporting pieces around it. A story post with a call to action. A testimonial reel. An authority post. An offer breakdown. Client interviews. Each one answers a specific doubt in their head. Are they legit. Does this work for someone like me. What is it actually cost. Can I trust them. Trust is not hoped for. It is engineered. Do this right and by the time they message you, they are already 80 percent sold. [ON SCREEN: "3,154 followers. 11 clients."] Phase three. Conversion. This is where trust becomes money. And this is where I want you to actually watch the numbers, because the numbers are the whole point. Last month we started with 3,154 followers. The content pushes them to one action. Send a DM. Or we reach out first. That was 1,251 outbound messages, plus 32 who came to us. That turned into 232 real conversations. Those 232 became 63 booked calls. 16 of those calls happened. 11 became clients. 3,154 followers. 11 clients. From content. [ON SCREEN: "Six rules we live by"] Now here is how you make that predictable instead of lucky. A few rules we live by. One. Content is the setter. Every single piece should make the next step obvious. Not like if you agree. Send me a message. The post's job is to start the conversation. Two. Speed. When someone messages you, reply fast. A DM you answer tomorrow is a dead DM. The person has already moved on with their life. Three. The DM does not sell. The DM books the call. Do not try to close someone over text. Give a little value, ask one qualifying question, move them to the calendar. Four. Qualify before the call. We use a short application. Protecting your calendar protects your close rate. You want serious people, not tyre kickers eating your afternoon. Five, and this is the big one. The leakiest moment in your entire business is between I booked and I showed up. People cool off in minutes. So the second they book, they hit a short video from me that gets them warm and ready for the call. This one move can lift your show up rate by 20 to 40 percent. Half the people watch it. Most watch the whole thing. It is the cheapest money you will ever make. Six. On the call, you sell the system, not tactics. Nobody buys a pile of hacks. They buy a clear path. And here is the beautiful part. When you know these numbers, growth stops being a mystery. Too many DMs but no conversations? Your messaging is off. Plenty of calls but no closes? Your offer or your qualifying is off. The funnel tells you exactly where the leak is. You just fix that one thing. [ON SCREEN: "We got an AI to run it"] Now let me be honest with you about the catch. Doing all of this by hand is a full time job. The content. The pillar video. The clips. The DMs. The follow up. It is a lot. Most people watch a video like this, feel fired up, and do nothing. Because it is work. So we did something about it. Inside The Rainmakers OS, we got an AI to run TTC for you. It writes the top of funnel content in your voice. Connection, value, proof. It helps you build the pillar. It cuts the supporting pieces. It even drafts your DM and booking scripts, mapped to your offer. It is not AI spraying random posts and hoping. That is noise, and noise does not sell. It is AI running a system I already proved by hand. You just follow the plan. The coach shows up as the face and the expert. The machine handles the rest. [ON SCREEN: "$47,391 in 38 days"] I will leave you with one story. A relationship coach in London. She was doing about $6,000 a month, one on one, trading hours for dollars, exhausted. We rebuilt her offer and put this system behind it. $47,391 in 38 days. First launch. Same coach. Same expertise. Different model, and content that finally had a job to do. So here is where you are now. You have got the whole system. Traffic, Trust, Conversion. Found, trusted, booked. You can go build it yourself. Everything you need is in this video. I mean that. Or, if you would rather we hand you the machine already running, the AI and the whole system, there is a link below to try it. Low risk. Have a look, see if it is for you. Either way, stop posting into the void. Build the path. I will see you in the next one.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Shock and Stat Target runtime: 13 minutes (1,950 words at 150 words per minute) Title options 1. The $80 Booked Call (And Why It Might Be Making You Broke) 2. Why One Great Number Can Hide A Broken Business 3. The Four Numbers That Turn Growth Into A Buying Decision Thumbnail direction Chris at a cafe table in Bali, laptop open, a Slack message on screen with $80 PER BOOKED CALL visible in large type. Overlay text on the left reads GREAT NUMBER and on the right BAD BUSINESS with a question mark between them. Warm daylight, coffee cup in frame. The script [ON SCREEN: "$80 per booked call"] Last Tuesday I was sitting at a cafe in Bali, coffee going cold, staring at a Slack message my CMO sent me. Eighty dollars per booked call. That is a great number. I want to be upfront about that, because I am about to complicate it. Here is why it is great. We have clients who happily pay $500 for a booked call. Not because they are bad at ads. Because they know exactly what that call turns into, and at $500 a call they are still printing money. For them, $500 is a bargain. So $80 can be amazing. It can also be a trap. Because if you do not understand the whole pipeline behind it, you can stare at a beautiful number while you are still stressing about profits each month. [ON SCREEN: "The one number magic trick"] Quick detour, because this matters. Scroll your feed for five minutes and you will find a business coach holding up one number like a trophy. Three dollar leads. Booked 47 calls last week. Added $92K this month. One number, on its own, is a magic trick. It is the part of the story they want you to see. Three dollar leads that never book are worth exactly zero. Forty seven calls with a 10 percent show rate is five conversations. And $92K added tells you nothing about what it cost to add it. I am not saying everyone is lying. I am saying a single number with no pipeline around it is decoration, not a system that will work for you. So instead of starting with a sexy number, let me show you how we actually think about it. We start at the end. [ON SCREEN: "Start with profit, walk backwards"] Say you want $1 million a year in profit. Not revenue. Profit. Money that actually lands in your world. Here is the simple version. Run a lean coaching business at 70 percent margins, and $1M profit means about $1.43M in sales. Sell a $10K offer, and $1.43M is 143 clients a year. That is 12 clients a month. Call it 3 a week. Suddenly $1M a year stops being a dream number and becomes a Tuesday question. How do I sign 3 clients this week? Keep walking backwards. If 1 in 4 calls becomes a client, 3 clients means 12 held calls a week. If 6 out of 10 booked calls show up, 12 held calls means 20 booked calls a week. And if a booked call costs $80, that is $1,600 a week in ad spend. Roughly $7K a month, to build a business doing $120K a month. That is the whole map. $1M in profit, reverse engineered to four numbers you can read off a napkin. What a call costs, how many show, how many buy, what a client is worth. Notice something. Run that same math at $500 a call and it still works. It is heavier, around $40K a month in spend, but every dollar still comes back multiplied. That is why our clients happily pay it. The pipeline makes the number good, not the other way around. [ON SCREEN: "Ranges, not trophies"] This is the part that will sound boring, and it is the most valuable thing I can tell you. With every account we run, we set ranges. Booked calls should land between this and this. Show rate between this and this. Close rate between this and this. Because the job is not to produce one outrageous screenshot. The job is to know, at a glance, which number has drifted out of its lane, so we fix that and only that. Some weeks calls are $65. Some weeks they are $120. Neither is a crisis and neither is a flex. The system is healthy when every number is inside its range. That $80 screenshot made me smile, honestly. But it made me smile because I know the show rate behind it, the close rate behind that, and what a client is worth at the end of the chain. The number is amazing because the pipeline works. [ON SCREEN: "It is not a leads problem"] Almost every coach who comes to me says the same thing. I need more leads. I ask them four questions. What does a booked call cost you? What percentage of those calls show up? What percentage of the shows become clients? What is a client worth? I have asked hundreds of coaches these four questions. I can count on one hand the ones who could answer all four. That is the actual problem. Not leads. You cannot scale a number you have never measured. You can only gamble on it. [ON SCREEN: "You are not hoping for clients. You are buying them."] When you know your four numbers, you stop asking how do I get more clients and start asking how many clients do I want to buy this month. Want three more clients? At the numbers above, that is about $1,600 of spend. Want ten? Around $5,300. You are no longer standing in the rain hoping leads fall on you. You are walking into a shop with a price list. And it changes you, not just the business. The 11pm ad manager refresh disappears. The feast and famine months disappear. The knot in your stomach on the first of the month, staring at a blank calendar wondering where this month's clients come from, gone. Not because you worked harder. Because you finally know your numbers. [ON SCREEN: "The $80 is not an ads trick"] You cannot buy your way to an $80 call with clever targeting. The $80 is not created inside the ad account. It is created upstream, by three things. First, an offer people actually want. Not eight offers. One. Priced properly, solving a problem your person already knows they have. When the offer is right, everything downstream gets cheaper. Second, a message that calls out one specific person. When the right person feels like you wrote it just for them, they book. When you write for everyone, you pay a premium for strangers. Third, a system that books the calls without you. Content, follow up, booking, reminders. Running whether you slept well or not. Get those three right and cheap calls are the byproduct. Get them wrong and the math turns on you. Cheap calls with the wrong offer will bankrupt you slower than expensive ones. That is the only difference. [ON SCREEN: "Write your four numbers this week"] Sit down with a coffee this week and write your own four numbers. Cost per booked call. Show rate. Close rate. Client value. If you can fill in all four, you are ahead of most coaches already. Now you know exactly which number to improve first. If you cannot fill them in, that is not a failure. That is the diagnosis. The gap in your chain is the reason revenue feels random, and it is very fixable. You do not need more leads. You need to know what a client costs you. This is the exact system we install with the coaches we work with. The offer, the message, the pipeline, and the four numbers with ranges around them, so growth becomes a buying decision instead of a guessing game. If you want to see how it would work in your business, with your offer and your numbers, book a demo call. We will walk through your four numbers together and show you exactly what the system looks like for you. If it is a fit, we will tell you. If it is not, we will tell you that too, and you will still leave with your math done. Simple wins.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: https://www.youtube.com/watch?v=OttMksF4fu0 Content pillar: Client Acquisition Machine Hook template used: Question Hook Target runtime: 21 minutes (3,150 words at 150 words per minute) Title options 1. How Coaches Hit $100K/Month Working 2 Hours a Day (Full System) 2. The Client Machine We Install Into Coaching Businesses 3. You Do Not Have A Money Problem. You Have An Architecture Problem. Thumbnail direction Chris on a screen share, the Rainmaker Engine flywheel filling most of the frame with five labelled phases. Overlay text reads $100K/MONTH in green and 2 HOURS A DAY in white underneath. His face in a small corner box, relaxed, mid sentence. Dark slide background so the diagram pops. The script [ON SCREEN: "5 to 15 clients a month. 2 to 4 hours a day."] Coach, if you want consistent 50 to 100k a month or higher months, I am going to show you the exact system we install into coaching businesses to predictably sign on 5 to 15 clients a month, and you are only working two to four hours a day. I am going to pull it up on screen and walk you through every component. Stick with me, because the part that fixes this for most coaches is the part nobody shows you. Let me tell you who I am actually talking to, so you know if you are in the right place. You are good at what you do. You get your clients results. That is not the problem. You have never had the is my coaching any good problem. Your problem is the business around the coaching. You are doing everything. The content, the sales, the follow up, the onboarding, the tech, the lot. You are working more hours than you would ever admit out loud. And the money is not where you want it to be, and it is probably up and down, not predictable each month. You want to be at fifty, a hundred grand a month in profit, doing a couple of hours a day of the stuff you love. But there is just no room. There is no more of you to give. [ON SCREEN: "The NDA just expired"] If we are just meeting for the first time, hi, I am Chris. I built and sold my last multi seven figure coaching company. Two thousand three hundred coaches went through that process. Now I could not legally share this with you until recently. Because when I sold, I signed an NDA. That NDA is now expired. So I can finally tell you. After I sold, I went behind the scenes inside seven, eight, and nine figure businesses. Names you would recognise. I was the guy they brought in to run the marketing. And they paid me twenty five grand a month, each, to do one thing. Build the machine that brings in the leads and makes the sales. [ON SCREEN: "Hard and Hope"] So here is what is going on under the hood. I call it Hard and Hope. And look, no judgment, because I ran my business this way for years too. You post content and hope it turns into clients. Some of it does alright. But there is no connection between how hard you work on content and predictable leads. You have got a funnel, lead magnets, sending DMs. Nothing that catches a lead and walks them toward a conversation on its own. And the follow up. This is the one that hurts. Somebody puts their hand up, sends you a message, downloads the thing, and then they just go cold and ghost. You know where those people end up? Buying from the next coach who actually has a system. That is happening to you right now, this week. Maybe you tried ads once, got a few rubbish leads, decided ads do not work for you. They do. You were just sending people into a house with no furniture in it. And the whole thing runs through you. You are the marketing department and the sales department and the delivery department, all at once, all the time. So the harder you work, the more the business needs you. Which is a brutal little trap when you think about it. [ON SCREEN: "It was never the coaching. It was the absence of a machine."] Here is that lesson I promised you. The same one from every one of those big businesses I worked behind the scenes of. The thing holding them back was never the product. And the thing holding you back was never the coaching. It was the absence of a machine. You do not have a money problem. You have got an architecture problem. Everything runs through you, so the second you stop pushing, the whole thing slows down. That is the actual reason you cannot get to a hundred grand a month on a few hours a day. Not effort. You have got plenty of effort. There are just no more hours of you to spend. And you cannot out work that. The harder you grind a broken setup, the more it leans on you. You make it worse by trying harder. Good news, and I mean this, it is fixable. Fast. And when you fix it, three things happen. The business stops needing you for everything. The money gets predictable. And you get your nights and weekends back. [ON SCREEN: "Coach, agency, mentor. None of them build it."] Before I pull it up, quick thing, because right now the industry is selling you three things and I want you to see them clearly. There is the business coach and mastermind. Forty odd modules, a Facebook group, off you go. And most people never finish it. You are left on group coaching calls, feeling like you are waiting at a deli counter with a ticket, and you get 60 seconds to ask and get an answer. Nothing personalised. There is the agency. They run your ads, send you a nice report, your bank balance does not move, and they charge you either way. And there is the mentor. Hands you a framework, tells you the strategy, then says go build it. You leave with a plan you cannot run. They have all got a kernel of something useful. None of them give you the actual thing you need, which is a working machine, built into your business, bringing in leads and clients while you sleep. We build you the machine. In your business. In four to eight weeks. [ON SCREEN: "Picture your week"] Picture your week for a second. You wake up and the system already ran overnight. It put your message in front of the exact people you help. They clicked, landed on a page that does the convincing, watched a video, they are in the sales process. While you were asleep. The ones who did not book do not just vanish, which is what happens now. The follow up picks them up. Emails, texts, retargeting, all on its own, all based on what they actually did. And the people who do book, they show up already half sold. They have watched your stuff, seen the proof. The only thing left to work out on the call is whether it is a fit. Then put AI on the back end. The onboarding, the content, the admin, the stuff that eats your afternoons, mostly handled. So your actual job shrinks down to a few calls a week where you do the one thing you are brilliant at. Coaching. That is the two to four hour day. That is how the profit goes up while the hours go down. [ON SCREEN: "The Rainmaker Engine. Five phases."] This is the Rainmaker Engine. Five phases. Watch how they connect, because that is the whole trick. Phase one. Attract. Your content, set up properly so every post is pointed at one job, getting someone to put their hand up. Three or four hours a month from you, we do the rest. Plus low budget ads that get you in front of cold people who have never heard of you. We write them, build them, run them. You never have to learn Ads Manager. Phase two. Capture. This is the funnel, and it is probably the most important piece in the whole thing. They land on a simple page, give you their name, email, phone. Then they watch a video, eight to fifteen minutes, scripted line by line to build trust and get them to book. Then a calendar. Done. Some book straight away. Most will not. And that, right there, is where nearly every coach quietly loses a fortune. Phase three. Nurture. We call it Microwave Your Leads. Four things run at once on the same lead. An eleven day run of emails and texts that handle the objections. A library of your best long form content, set up so they binge it. Retargeting ads shown only to people who opted in but have not booked. And AI follow up that messages them based on what they actually did. So picture it. Someone opts in Monday, does not book. By Friday they have had a few emails, a couple of texts, seen your ads everywhere, watched two of your videos, and got a personal message from your team. Reckon they are more likely to book by Friday? Course they are. That is the microwave. Phase four. Convert. By the time they get here they are most of the way sold. We give you the full sales process. The positioning that gets them showing up ready to go, a call structure that works, and onboarding that runs itself. Anyone not ready loops back into nurture. Phase five. Scale. We track every number that matters. What a lead costs you, what a booked call costs you, what a sale costs you. We test, we tighten the message, we lift your show up and close rates. Then we pour fuel on whatever is working. It is a flywheel. The more you scale, the more you earn. The more you earn, the better it runs. [ON SCREEN: "Fast Cash while we build"] Now I know what you are thinking. Chris, that is great, but it takes time to build. What about this month. Fair. That is why we run a Fast Cash Campaign alongside it. While we are building your engine in the first few weeks, this brings money in straight away. No ads, no funnel needed. Just smart conversations with people who already trust you. Past clients, your audience, your warm list. One coach we work with used this to launch a new offer and did $100K cash collected in the first 7 days from joining me. Before her funnel, campaigns, ads, anything else was even live. That money covers your ad spend and your investment, so you have got momentum from day one. [ON SCREEN: "Real numbers from real coaches"] Now let me show you this works, because I have done this with hundreds of coaches. One coach went on holiday, only worked 1.5 hours and still made his full income. Another hit $1 Million in profit each quarter. Another hit $201,000 for the month. To prove you do not need a following, one coach signed 101 clients with only 600 followers. Another did $50,000 cash collected in just one morning. Another hit $133,000 in monthly recurring revenue. Another added $318,000 of cash collected in just 30 days. A starting coach signed 7 new clients in one week. Another did $12,000 in his first launch. Another is getting 13X ROAS. Another signed 5 new clients in one week, each paying him $800 a month. And the one that actually matters to me. A coach making great money who is taking proper, guilt free time with his family, because the business runs without him standing over it. That is the whole point. [ON SCREEN: "What we install in 4 to 8 weeks"] We install a complete client acquisition system into your business in 4 to 8 weeks. Done for you. We build the funnel and run the tech. We launch the campaigns and run the ads. We write the copy, the scripts, and edit your creatives. We help you set the business to run like clockwork. We set up the strategy, reporting, and monthly process you control. We have a private Slack channel so all of us and your team are at your fingertips. Plus you get access to our AI platform that does the work of 5 hires for you. Your only job. Shoot a little content, close the calls we book you, and coach the clients we bring you. Every business that makes $50k to $100k a month has the same four pieces working together. Most coaches have one or two, held together with tape. We build all four, in order, so each one feeds the next. Piece one, an offer people actually fight to buy. Before we touch ads or funnels, we fix what you are selling. If the offer is foggy or sounds like the next coach over, nothing downstream matters. We rebuild your program into something a stranger understands in ten seconds and wants in twenty, then position it to sell at $2k to $5k. At $3k, three or four sales a month is another $10k. That is usually the first money that hits. Piece two, a lead flow that does not live on your shoulders. The tactics that filled your calendar two years ago are dead. Reach is harder, ads are pricier, and grinding out content every day is a part time job you did not sign up for. We install the content and ad system we have tested across hundreds of accounts. You do not need a big audience. You need the right people raising their hand every week. Piece three, a sales process that closes without the cringe. We build the path that carries a good lead from interested to paid, whether you sell in the DMs, by offer doc, or on a call. Scripts, follow up sequences, the reminder flow, the funnel, all of it. And if you would rather not be the one selling, we will help you bring on and train a rep. Piece four, a business that runs like clockwork. The point of all this is not to build you a busier job. So we hand you the dashboards, SOPs, and the daily, weekly, and monthly rhythm that let the machine run on its own. You wake up, check one screen, put in a couple of focused hours, and close the laptop. That is the whole game. [ON SCREEN: "Do not trust me. Test me."] Now you have probably been burned before. Most coaches who come to us have tried agencies or business coaches before and are still stuck, and honestly a little burnt from it all. So I am not going to ask you to trust me. I will ask you to test me. We have a full guarantee for each coach that qualifies in, so there is no risk, and we happily do this because we know our system works. We guarantee the work because the work works. One last thing before I send you off. I have got four daughters. Four. And they grow up fast. When I sold my last company I had made good money, but I had also become the guy who was always just finishing something. Always on a call. One day I looked up and realised my calendar owned me. So I built a thing that brings in the leads and makes the sales, so I could go back to the work I love and actually be there for my girls. Take them to dance, do the school run, have a slow coffee instead of sprinting to the laptop. I wanted a business that gave me my life back. That is what I want for you. Not just the hundred grand a month. A business that funds your dream life. So here is the move. Click the link below and book a free call. Sixty seconds to book, twenty minutes on the call. We will find the one thing holding you back, show you what your engine would look like, and tell you straight if we are a fit. If we are, we start building. If we are not, you will still walk away knowing exactly what to fix first. We only take on 5 clients a week because we are doing the heavy lifting and this is custom work. Click the link. Book the call. I will see you on the other side.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: https://www.youtube.com/watch?v=z6hFj2Utwe4 Content pillar: Systems Over Hustle Hook template used: Myth Bust Target runtime: 12 minutes (1,800 words at 150 words per minute) Title options 1. How To Use AI In Your Coaching Business Without Sounding Like AI 2. The 90 Second Pass That Kills Cringe AI Content 3. Your AI Content Is Generic Because You Gave It Nothing Thumbnail direction Chris to camera, laptop turned toward the lens showing a wall of grey generic AI text with a red strike through it. Overlay text reads SOUNDS LIKE EVERYONE ELSE in red, with STEP 4 IS THE DIFFERENCE in smaller white type underneath. He looks slightly unimpressed, arms folded. The script [ON SCREEN: "Why your AI content sounds fake"] Most coaches use AI and the output sounds like every other coach on the internet. Flat, generic, a little robotic. You can feel it the moment you read it. So they try it a few times, cringe at what comes out, decide AI is not for them, and go back to doing everything by hand. That is a mistake, and it is an expensive one, because the problem was never AI. The problem was how they were using it. In the next few minutes I am going to show you how to use AI in your coaching business so it sounds like you, not like a machine, and actually saves you real hours every week. There are four steps. The fourth is the one almost nobody does, and it is the entire difference between cringe and gold. First, let me explain why the output sounds so generic in the first place, because once you understand this, the fix is obvious. AI does not know you. It has read the entire internet, so when you ask it a vague question, it gives you the average of everything everyone has ever written on that topic. The average is, by definition, generic. It is the middle of the road. And the middle of the road is exactly where no coach ever stood out. So when people complain that AI sounds bland, what they are really saying is, I gave it nothing specific, so it gave me the average back. That is not a flaw in the tool. That is a flaw in the instructions. The mental model that fixes this is simple. Stop treating AI like a vending machine where you press one button and take whatever falls out. Start treating it like the most capable assistant you have ever hired, who is brilliant and fast but knows absolutely nothing about you, your clients, or your voice until you teach it. Everything that follows is just teaching it well. [ON SCREEN: "Step one, feed it your real words"] Step one. Feed it your real words. This is the single biggest jump in quality, and most people skip it entirely. Take 30 or more of your best performing posts. Take a transcript of you actually talking, maybe from a video or a voice note where you explained something to a client. Take the way you really write when you are not trying to sound professional. Paste all of that in and tell it, this is how I sound, learn my voice, match this rhythm and these words. Now it has something real to copy instead of the internet average. The difference between AI with your voice loaded and AI without it is night and day. One sounds like a stranger wearing your name. The other sounds like you on a good day. [ON SCREEN: "Step two, give it the offer and the person"] Step two. Give it the context that actually matters. Who is the one person you are talking to, in detail. What is the offer. What is the specific outcome you get them. What do they believe right now that is wrong, and what do they need to believe instead. When AI knows the person and the promise, the output stops being vague and gets sharp. It stops writing for everyone and starts writing for that one person. Remember the rule. Vague in, vague out. Specific in, specific out. Most of the quality of anything AI gives you is decided before you even ask the question, by how much real context you loaded first. [ON SCREEN: "Step three, make it draft, not decide"] Step three. Let it draft. Never let it decide. This is a boundary, and it matters. AI is genuinely brilliant at first drafts and genuinely terrible at judgement. It will confidently write something that sounds right and is completely wrong, or off brand, or makes a claim you cannot back up. So use it for what it is good at. Get from a blank page to a rough version in seconds, because the blank page is where most people lose hours and motivation. Then you step in and make every real decision. What is true. What is on brand. What actually matters to your person. You stay the editor and the owner. It stays the assistant. The moment you let it make the calls, you get generic, and worse, you get inaccurate. [ON SCREEN: "Step four, the truth and voice pass"] Step four, the one almost nobody does, and the reason most AI content is cringe. The truth and voice pass. Take the draft and read every single line out loud. Out loud matters, because your ear catches what your eye skims. If a line is not something you would actually say to a real person, rewrite it in your words. If it makes a claim you cannot stand behind, cut it completely. If it uses a word you would never use, change it. This takes about ninety seconds, and it is the difference between something that sounds like a robot and something that sounds unmistakably like you and stands up as true. Here is the test. When you are done, a client who knows you should be able to read it and hear your voice in their head. If they cannot, you stopped one step too early. That ninety second pass is the whole job. Skip it and you are just another coach posting AI mush. Do it every time and your content sounds more like you than what most coaches write by hand. [ON SCREEN: "Is this cheating?"] Quick honest aside, because someone is thinking it. Is using AI like this cheating, or being lazy. No. The thinking, the ideas, the truth, the judgement, the voice, all of that is still you. AI did not have the insight. You did. It just got you from blank page to draft faster so you could spend your time on the part that needs a human. A calculator did not make accountants lazy. It freed them to do the work that mattered. Same thing here. [ON SCREEN: "Where this goes"] Now take that idea and scale it across your whole business, because this is where it gets powerful. It is not just captions for your Instagram reels. Picture an agent that drafts and sharpens your offer. One that writes your ads in your voice. One that plans and drafts your content so the engine never goes quiet. One that preps you before every sales call so you walk in ready. Each one trained on your voice and your offer, each one doing the work a specialist team member used to do, while you direct the whole thing. That is the real shift. Not using AI as a toy for the occasional caption, but running it as your team, so you can produce like a company of ten while staying a team of one. If you would rather have those agents already built and trained for coaches, instead of starting from a blank page and a clever prompt, you can test drive them for one dollar. The link is in the description. But even if you never touch my stuff, start here. Pick one task you hate doing, feed the AI your real voice and your real context, let it draft, and do the ninety second truth and voice pass. Take that one task off your plate this week. Then add the next one. That is how a coach quietly starts running like a team without hiring one.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: https://www.youtube.com/watch?v=6dihWx2PVm0 Content pillar: The Complete Life Hook template used: Story Open Target runtime: 11 minutes (1,650 words at 150 words per minute) Title options 1. I Built And Sold A Company Of 2,300 Coaches 2. Why I Sold A Coaching Company That Was Still Working 3. The Pattern I Saw Across 2,300 Coaching Businesses Thumbnail direction Chris outdoors near the water in Noosa, relaxed, no desk in sight. Overlay text reads 2,300 COACHES in white and I SOLD IT ANYWAY in smaller type underneath. Natural light, slightly wide shot so the setting reads as the argument. The script [ON SCREEN: "I sold it while it was still working"] I built a company that coached 2,300 coaches. And then, while it was still working, while it was still making good money, I sold it. A lot of people thought that was a strange call. Some thought it was a stupid one. Let me tell you why I did it, because if you are a coach trying to scale right now, there is a lesson buried in this story that took me years and a lot of money to learn, and I would rather just hand it to you. [ON SCREEN: "How it started"] I did not start as a marketer who found coaching. I started as a coach. I was good at the craft. I cared about my clients and they got results. But like almost every coach, nobody had ever taught me the business side. I knew how to help people. I had no idea how to reliably get in front of them, sell without feeling gross, or build something that did not collapse the moment I stopped hustling. So I learned it the hard way. By doing it. By getting it wrong, over and over, and slowly working out what actually moved the needle and what was just noise. There were long stretches where I worked harder than everyone around me and went nowhere, because effort was never the missing piece. As I started to crack client acquisition for myself, other coaches noticed, and they started asking how. That is the accident that turned into The Coaches Cartel. [ON SCREEN: "The pattern I could not unsee"] It grew into a multi seven figure company. Thousands of coaches, dozens of countries, a real team, the whole thing. From the outside it looked like the finish line. The thing everyone tells you to want. And being on the inside of it, at that scale, taught me something I could never have seen from the outside. I had a front row seat to thousands of coaching businesses, all at once. And the same pattern showed up again and again, so clearly I could not unsee it. The thing holding most coaches back was never effort. I want to be really clear about that, because it goes against everything the industry sells you. These were some of the hardest working, most dedicated people I have ever met. They were not lazy. They were not undisciplined. They were grinding. What held them back was the model they were running. Wrong model, maximum effort, stuck. Every time. [ON SCREEN: "Why I sold"] So why sell a company that worked. Two reasons. The first is honest and a little uncomfortable. I had taken that business as far as that particular model could go. I could feel the ceiling. To push past it would have meant more people, more management, more complexity, a bigger and bigger machine that needed me at the centre of it. More revenue, but a smaller life. And I had watched enough founders climb that exact mountain only to find misery and a marriage falling apart waiting at the top. I did not want that prize. The second reason is that I wanted to build and sell a business. To have a big fat pay day. To prove, I do not even know to who, myself, the world, that I was a real entrepreneur, and that meant build and sell. I knew what I wanted to do after as well. Because after selling it I went on to get a consulting offer to a million dollar run rate in just 63 days. Then an agency offer to $200k a month in under 90 days. And I was getting hired as a fractional chief revenue officer, essentially a gun for hire, getting paid $25,000 a month per client by the 7, 8 and 9 figure coaching and info businesses, to help them grow faster. [ON SCREEN: "Helping the helpers get rich"] Here is what sits underneath all of it. This is the real why. I genuinely believe coaches are some of the most valuable people in the world. Think about it. They change lives for a living. A good coach can save a marriage, save a business, save a person from themselves. And yet so many of the best ones are broke, or burnt out, or both. Not because they are bad at what they do. The opposite. They are brilliant at the craft. They are broke because nobody ever taught them how to build the business around the gift. The world is full of incredible coaches that almost no one will ever get to work with, because the business side quietly killed them before they could scale. That is the thing I cannot let go of. Helping the helpers get rich is not a clever tagline for me. It is the entire point. If I can hand a great coach a real machine, something that brings them clients predictably without grinding them into the ground, then they get to help far more people, and build an actual life while they do it. The ripple from that is enormous. Fix the business behind a great coach and you do not just change their life. You change everyone they go on to help. [ON SCREEN: "What I am building now"] That is what I am building now with The Rainmakers. The whole idea is to take what took me years inside the Cartel to figure out, the painful, expensive lessons, and give it to coaches in weeks instead of years, with AI doing the heavy lifting that used to need a full team. And I try to live the proof of it, not just sell it. I run this from Noosa, near the water, around my family. I am not chained to a desk at midnight to make it work. That is not a flex. It is the entire argument. If the model is right, the business funds the life. The life is the point. The revenue is just what makes the life possible. A business that gives you money and takes your life is not a success, no matter what the number says. [ON SCREEN: "The lesson"] So if you take one thing from my story, take this. You do not scale by working harder. You have probably already tried that, and you already know, somewhere, that it does not work. You scale by fixing the model underneath. I walked away from a company at the top, the thing everyone said I should hold onto, specifically so I could go and build that belief into something better. Something that gives coaches their time and their life back, not just their next client. You are allowed to do the same. You are allowed to stop grinding and start fixing the model. You can build the version of your business that funds your life instead of eating it, and you can start that shift today, with the very next decision you make about how you grow. If any of this landed with you, I put the whole approach into a free training, and it is linked in the description. Subscribe, and I will keep showing you exactly how it works, one piece at a time.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Offer and Positioning Hook template used: Myth Bust Target runtime: 13 minutes (1,950 words at 150 words per minute) Title options 1. You Do Not Have A Lead Problem. You Have An Offer Problem. 2. Why More Content Will Never Fix Feast Or Famine 3. The Three Things That Make An Offer Pull Instead Of Push Thumbnail direction Chris in front of a plain wall with a heartbeat monitor line drawn behind him, spiking and dropping. Overlay text reads FEAST OR FAMINE in white with NOT A TRAFFIC PROBLEM in red underneath. He is pointing at the flat section of the line. The script [ON SCREEN: "Most coaches think they have a lead problem"] Most coaches think they have a lead problem. They almost never do. Think about the last time your business felt stuck. What was the very first thought that came up. For almost everyone it is some version of, I just need more eyes on me. More followers. More posts. A bigger ad budget. If I could just get in front of more people, the clients would finally come. That belief feels completely obvious. And it is almost always wrong. And believing it is quietly costing coaches years of their lives and a lot of money. So they chase traffic. They post every day. They run ads. And the traffic does come. The views go up. The follower count ticks along. And the clients still do not show up the way they should. That is the moment most coaches go quiet and start telling themselves a dangerous story. They decide they must be bad at marketing. Or that their niche is too saturated. Or that they are just not built for this. None of that is true. They are simply running the wrong model, and no amount of traffic ever fixes a model problem. By the end of this video you will understand exactly why your leads feel like feast or famine, why posting more content will not fix it no matter how hard you work, and the one thing to look at instead that changes everything. I am not guessing. I built and sold a company that served 2,300 coaches across 27 countries, I have sold a multi seven figure coaching business, and I have been behind the scenes of some of the biggest names, the 7, 8 and 9 figure coaching and info businesses. I watched this exact pattern play out thousands of times. The coaches who broke through almost never did it by getting more traffic. They did it by fixing the thing sitting underneath the traffic. [ON SCREEN: "What feast or famine really is"] Let me describe the problem properly, because naming it correctly is half the fix. Feast or famine looks like this. One month you have a launch, or a referral lands, or a piece of content does well, and suddenly your calendar fills up. You feel amazing. You think you have finally cracked it. Then the next month it goes quiet. The calls dry up. You are back in the DMs, chasing, following up, maybe even dropping your price just to close someone. Your income looks like a heartbeat on a hospital monitor. Up, down, up, down. And every quiet month you feel like you are starting again from zero. Here is what is actually going on. Most coaches blame those quiet months on visibility. They think it went quiet because not enough people saw them. But look closer. In the quiet months you were usually still posting. People were still seeing you. The attention was there. It just did not convert. So the real cause is not how many people see you. It is what happens after they see you. When your offer only sells because you are actively pushing it, with a launch, a promotion, a hard week in the DMs, then the second you stop pushing, the demand stops with it. That is not a traffic issue. That is an offer that cannot stand on its own two feet. It needs you to carry it on your back every single month. That is exhausting, and it never scales. [ON SCREEN: "Why more content does not fix it"] So the coach does the thing everyone tells them to do. Post more. Show up more. Run ads. Hire someone to make even more content. And for a while it genuinely feels productive, because you are busy, and busy feels like progress. But here is the trap. If your offer does not turn attention into booked calls, then more attention just means more people who scroll past, more people who like the post and never buy, more people who say I will think about it and vanish. You are pouring more and more water into a bucket with a hole in the bottom. The bucket never fills. You just spend more on water. I have watched this happen more times than I can count. A coach doubles their content. They go from three posts a week to one every single day. They burn themselves out doing it. And six months later the revenue is almost exactly the same. Not because they were lazy. They were working harder than they ever had. The model underneath simply never changed, so the result never changed. More effort on a broken model just gets you a more tired version of the same number. And let me say the quiet part out loud, because nobody in this industry wants to. A lot of the advice you are getting, post more, be consistent, just keep showing up, is not exactly wrong, but it skips the part that actually moves money. It keeps you busy. It keeps you feeling like you are doing the work. And it keeps you from asking the one uncomfortable question that would actually fix your business. [ON SCREEN: "The two coaches"] Let me show you the difference with two coaches I see all the time. The first one is talented and busy. Great at the craft. Posting constantly. Always launching something. Always a little stressed about where next month comes from. Their calendar is either overflowing or empty, nothing in between. The second one almost looks lazy by comparison. They post less. They are calm. And their calendar is steadily, boringly full. Same market. Same skill level. Often a smaller audience. The difference is never talent, and it is rarely effort. The busy one is carrying a weak offer on their back every single month. The calm one built an offer that carries itself. That is the whole difference. One has a model that works without them pushing. The other is the engine, the fuel, and the wheels all at once. [ON SCREEN: "The question that changes everything"] Here is the question that gets you from the first coach to the second. Stop asking how do I get more leads. Start asking why are the leads I already have not turning into clients. Sit with that, because that one shift is the entire game. The moment you ask it, you stop blaming the algorithm and you start looking at the thing you can actually control. Your offer. And here is the truth that took me years and a lot of money to learn. A strong offer does not need to be pushed. It pulls. People come to it. It does the heavy lifting you have been doing by hand in the DMs every month. What makes an offer pull. Three things, and I want you to actually check yours against each one. One. It names one specific person. Not everyone who wants to grow. One person, in one situation, who can recognise themselves in it instantly. When someone reads your offer and thinks, that is exactly me, you have already half closed them. Most coaches try to talk to everyone and end up gripping no one. Two. It promises one specific outcome. Not vague transformation. A clear, concrete result they actually want, ideally with a sense of how and roughly by when. Vague promises create price shoppers who compare you on cost. Specific promises create buyers who compare you on nothing. Three. It removes the risk. The reason most people do not buy is not that they do not want the result. It is that they are quietly afraid it will not work for them, because they have been burned before. When your offer takes that fear off the table, saying yes stops feeling scary and starts feeling obvious. Get those three right and watch what happens. The calls get lighter. You are not convincing anyone anymore. You are confirming a decision they have mostly already made. The same amount of traffic you have right now suddenly produces more clients. And that brutal feast or famine line starts to flatten into something steady you can actually plan a life around. [ON SCREEN: "$47,000 in 38 days. Same audience."] Let me make this real with actual numbers, because I do not want you to take this on faith. A relationship coach came to me sitting at six thousand dollars a month. She was good. Her clients got real results. But she was selling one to one sessions at a low price, grinding for every booking, living that feast or famine life. Same skills, same audience, same following the whole way through. We did not chase her more traffic. We did not tell her to post more. We rebuilt the offer. We took those one to one sessions and engineered them into a group programme at a much higher price, with one specific person, one specific outcome, and the risk removed. Her first launch did over forty seven thousand dollars in thirty eight days. Nothing about her traffic changed. The model changed, and the model was the thing holding her back the entire time. And this is not just a beginner story. I have seen a coach already doing ninety five thousand dollars a month, genuinely successful, add over three hundred thousand dollars in a single month after we fixed the offer and the system underneath it. Not by spending more on ads. By fixing the model. The lesson is the same at six thousand a month and at ninety five thousand a month. The lever is almost never traffic. [ON SCREEN: "Write your offer in one sentence"] So here is what I want you to take from this. Before you buy another course on getting leads, before you throw more money at ads, before you force yourself to post twice a day, look honestly at your offer. And here is your single clearest signal. If selling feels like hard work, if every month is a grind to convince people, your offer is the problem, not your traffic. This week, do one thing. Write your offer down in a single sentence. Who is it for, what specific outcome do they get, and why is it safe for them to say yes. If you cannot say it clearly in one sentence, that is your leak, sitting right there in front of you. Fix that sentence before you make another piece of content. The leads you already have are very likely enough. You do not have a reach problem. You have a conversion problem, and conversion lives in the offer and the model, not in the algorithm. I put the entire approach into a free training. It walks through how to build an offer that does the selling for you, the same way we did it for that relationship coach, step by step. The link is in the description. Go and watch that next, and I promise you will read your own numbers very differently by the end of it. Stop chasing more. Fix the model. That is where the money has been hiding the whole time.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: https://www.youtube.com/watch?v=nvA4FW69Fi0 Content pillar: Client Acquisition Machine Hook template used: Shock and Stat Target runtime: 11 minutes (1,650 words at 150 words per minute) Title options 1. How We Took Show-Up Rates From 40% to 85% (The Full 15-Step System) 2. Half The People Who Book With You Never Show Up 3. The 15 Steps Between They Booked And They Showed Thumbnail direction Chris beside a large on screen counter that reads 49% on the left in red and 85% on the right in green, with an arrow between them. Overlay text reads 15 STEPS in white. He is holding a phone up, mid explanation, because half the system is text messages. The script [ON SCREEN: "Industry average show-up: 49%"] Half the people who book a sales call with you never show up. Industry average is forty nine percent. Less than half. And if you are running a two call model, a triage and then a demo, it gets worse. Sixty percent show up to the first call. Sixty percent show up to the second one. Do the math. That is thirty six percent of your booked triages ever sitting in front of a closer. Which means two out of three dollars you spend on ads, gone, before a sale is even possible. Today I am going to show you the exact 15 step system we use inside Rainmakers to take our clients from forty percent show ups to eighty five percent. Same ad spend. Same leads. Two times the calls held. Two times the cash collected. Stick with me, I am giving you the entire system in this video. [ON SCREEN: "Show-up is always a top three leak"] If we are just meeting for the first time, I am Chris, I run Rainmakers. I have helped hundreds of high ticket coaches and agencies scale to six, seven and eight figures. I have built and sold my own multi seven figure coaching company. I then scaled a consulting offer to a million dollar run rate in 63 days, and an agency to $200k a month in under 90 days. And I have been paid $25k a month retainers to be CMO behind some of the biggest coaching and info businesses you know. And in every single audit we run on a new client, show up rate is in the top three leaks. Every single time. It is the most under fixed problem in coaching. Because everyone is obsessed with traffic and offer. Nobody is looking at what happens between they booked and they showed up. That middle window, that is where the money is. [ON SCREEN: "Why you are leaking"] Here is what most coaches do after someone books a call. Calendar sends a confirmation email. Maybe a reminder 24 hours out. Done. That is the whole system. And then they wonder why people ghost. When someone books a sales call, they are in their highest intent state of the entire funnel. Forty eight hours later, they are in their lowest. Your job in that window is not to wait. It is to keep the temperature up. And the way you do that is by stacking what I call commitment touchpoints. Every one is a small psychological yes that makes the big yes inevitable. Also, this is one of the biggest sales killers I am seeing across most coaches that come to us. When someone opts into your funnel or books a call with you, that person is being flooded with other offers like yours. So if you do not have clear differentiation, messaging and strategy so that the lead chooses you, your competitors are literally taking your clients. [ON SCREEN: "LEG 1: BOOKING to TRIAGE, 8 STEPS"] Step one. The moment they hit confirm, you have five minutes. Inside five minutes, you send a text from a real phone number. Something like, hey Sarah, just saw you booked in, reply YES so I know you got this, otherwise I have to cancel. A booking is passive. A reply is active. You just turned a passive lead into a committed one in thirty seconds. This single step adds ten to fifteen percent to your show up rate. By itself. Step two. The moment they book, redirect them to a page with a pre call video. Three to eight minutes long. It positions you as the expert before they ever see your face on Zoom. Do not skip this step. The pre call video is how you walk onto the demo already perceived as the authority. Step three. Two to four hours after they book, you send one question over text. What is the number one result you would love to create in your business over the next twelve months? That is it. Seventy percent of people will answer if you do it right. And when they do, three things happen. They commit harder. They articulate their own pain in their own words. And you get the exact intel to customise the call. This is the micro commitment principle. Every small yes makes the big yes inevitable. Step four, and this is the most important one in the entire system. Permanently manual. Do not automate this. Within twenty four hours of the booking, you film a thirty second selfie video on your phone. By name. Holding up a sticky note with their name on it if you have to. Impossible to mistake for automation. This single step is the difference between a sixty five percent show up rate and an eighty percent show up rate. Personal touch beats slick automation every time. Step five. Twenty four hours before the call, you send an SMS and an email. But here is the key, reference the answer they gave you in step three. Hey Sarah, been thinking about your specific goal and have some ideas to share with you tomorrow. It feels custom because it is. Step six. Also permanently manual. Three to six hours before the call, you send a manual email. Subject line, still good for two p.m. today? Body, three lines. Looking forward to jamming with you. Quick check, does two p.m. still work? See you soon. Sign off with something human. Coffee addict. Dad of two. Rugby tragic. Whatever. Why? Because leads read this and think, oh, this is an actual human preparing for our call. That single email lifts show up by ten to fifteen percent on top of everything else. For free. Step seven. Fifteen minutes before the call, send one text. Sarah, fifteen minutes, join here, link. Done. This one is automated. [ON SCREEN: "Step 8: no-show recovery"] Step eight, and this is where most coaches give up. The no show recovery sequence. Even with a perfect system, fifteen to twenty percent of people will not show. Here is how you recover them. Five minutes after they no show, you manually text. Hey, just jumped off Zoom. Are you ok? Notice the frame. Not you missed our call. Are you ok? That is acknowledge, associate with something other than disrespect, and ask a specific question that re engages. One hour later, voice note on WhatsApp. Life happens, no stress. I have got time tomorrow at three. Want me to lock it in? Twenty four hours later, case study email. Show them what they missed, offer a reschedule link. Forty eight hours, final SMS. Final check in. Still want help with your goal? Yes or no. This sequence recovers forty to fifty percent of no shows. That is not a typo. Half the people who ghost you will come back if you run the play. [ON SCREEN: "LEG 2: TRIAGE to DEMO, 7 STEPS"] Now here is where ninety percent of coaches drop the ball. The second show up rate. Triage to demo. The leg nobody optimises. Triage to demo show up rates collapse to fifty, sixty percent without a dedicated system. Seven more steps. Step nine. The setter never says I will send you a link. The demo gets booked live, on screen, while the lead is still on Zoom. Setter shares their screen. Pulls up the closer's calendar. Picks the time with the lead. Books it on screen so the lead sees the confirmation appear. And the confirmation SMS is sent before the setter hangs up. Every minute between the call ending and the demo being booked drops the booking rate by ten to fifteen percent. Step ten. Within thirty minutes of the triage ending, the setter sends a message. Hey Sarah, just briefed the closer on our chat. They are already thinking about the specific goal you mentioned for our call on Thursday. This does three things. Creates continuity between two humans in the lead's mind. Pre frames the closer as an expert who is already on it. And pre sells step eleven. Step eleven. Within twenty four hours of the triage, the closer films a sixty second video. Selfie style. Phone. Authentic, polish kills it here. It must reference at least one specific detail from the triage notes. Non negotiable. That is authority transfer. The lead now perceives the closer as an expert before they ever speak. Step twelve. Give them one piece of homework before the demo. Watch a five minute case study. Fill out a three question form. Bring specific numbers to the call. Pick one. Just one. Track completion with Vimeo or Wistia so you can see who watched. Leads who complete the homework show up at ninety percent. And they close at two to three times the rate of leads who do not. This single step does not just lift show up. It lifts your entire close rate. Step thirteen. Twenty four hours before the demo, send the reminder. SMS plus email. Reference the homework. Do not forget to watch the case study, link is here. Step fourteen. Same as step six, but the closer sends it, not the setter. Three lines. Subject line, still good for two p.m. today? Most coaches skip this for the demo. Do not. This is the single most skipped step in the entire system, and it is worth ten to fifteen percent of show up rate. Step fifteen. Fifteen minute reminder before the demo, automated. And if they no show, the same four touch recovery from step eight kicks in. Five minute text, one hour voice note, twenty four hour case study email, forty eight hour final SMS. But for the demo no show, those messages come from the closer, not the setter. Continuity matters. [ON SCREEN: "The number that actually matters"] Quick aside on metrics. Most coaches measure show up rate. That is fine. We track it too. But the metric you actually want on your dashboard is cash collected per booked triage call. Take total cash collected this month. Divide by total triage calls booked this month. That is your one number. Because if show up is going up but cash per call is flat, you fixed the wrong thing. If cash per call is going up, the system is working. Every other metric is downstream of this. Run that calculation weekly. Compare it month over month. That is your true north. [ON SCREEN: "Same ad spend. Double the calls held."] Now look, I just gave you the entire 15 step system. The frameworks. The math. The trap to avoid. And if you want to take this video, screenshot it, and go build it yourself, I genuinely hope you do. But here is what we see when people try to build this alone. They write the wrong templates. They send them at the wrong times. They automate before they are ready. They build six workflows that conflict with each other. They never test them. They miss the permanently manual moves, which are the actual difference makers. Six months later they are still at fifty percent show ups, blaming their leads. If you would rather skip that six months, that is what Rainmakers does. We build the entire system for you. Custom to your offer. Inside your GoHighLevel. We write your templates. We test them with you in phase one. We build out every workflow in phase two. We train your setter. We coach your closer. And we stay with you through the optimisation, because show up rate is not a set it and forget it problem. It is a tune it monthly problem. Just to put numbers on it, we commonly see forty five to fifty five percent show up rates when clients arrive. Within sixty days of installing this system, they are consistently above seventy five. Most hit eighty five within ninety days. Which means, without spending a single extra dollar on ads, they double the number of calls held. Double the calls held. Same offer. Same closer. Same close rate. You do the cash math on that. If you are doing real numbers, you are a coach or agency doing at least ten thousand a month, and you want us to install this for you, click the first link in the description. Book a demo call with my team. It is free. About twenty minutes. We will look at your funnel, your current show up rate, your offer, and tell you exactly what installing this system would look like for your business. If it is a fit, we will talk about working together. If it is not, you will leave with a clearer picture of where you are leaking and what to fix first. Either way you win. And if you got value from this video, hit the like button, subscribe, and drop a comment telling me your current show up rate. I read every one. See you on the next episode.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: https://www.youtube.com/watch?v=yr6gvFhRAEc Content pillar: The Complete Life Hook template used: Story Open Target runtime: 12 minutes (1,800 words at 150 words per minute) Title options 1. I Built a $200K/Month Agency in 90 Days. Then I Killed It. 2. The Business Model I Rebuilt After Killing A Working Agency 3. Five Designs Most Coaches Leave To Accident Thumbnail direction Chris seated in a quiet home setting, low lighting, no hype. Overlay text reads $200K/MONTH in green with a red strike through it and I KILLED IT ON PURPOSE underneath in white. His expression is calm and serious, not triumphant. The script [ON SCREEN: "$200K/month. Killed on purpose."] In 90 days, I built a $200,000 a month agency. Nine employees. Lots of clients. Six months later, I killed it. On purpose. And I would do it again tomorrow. Because the same thing that built it is the same thing draining every coach I know who looks like they are winning, and nobody is going to tell you about it. If you are a coach, a consultant, or an operator anywhere between thirty grand and three hundred grand a month, this video is going to do two things for you. First, I am going to show you exactly how I built it, exactly why I killed it, and the five line audit I now run before any new revenue line goes into my business. Second, I am going to show you the model I rebuilt on the other side. The one we teach inside The Rainmakers. The one where you keep the money, you drop the hours, and you actually own the business instead of the business owning you. [ON SCREEN: "The build"] Quick context. I had just sold my first coaching company. Took six months off. Read books. Got bored. Got hungry again. And the gap was sitting there in plain sight. High end info business operators kept asking me for the same thing. The systems behind the ads, the team behind the offers, the operational layer that turns a personal brand into a real business. Nobody was building it for them at the level they actually needed. So I built it. Ninety days from a blank Google doc to full team, marketing working, sales being made, cash dropping every day. The agency was mostly a machine. Profitable. Scalable. The kind of business you put on a one pager and people in the founder world go, how. I should have been ecstatic. I was exhausted. Here is what nobody tells you when the dashboard says you are winning. The agency was not running on systems. It was not running on the team. It was running on me. Fourteen hour days, six days a week. Slack open at 6am. Slack open at 11pm. Phone face down on the bedside table so my wife would not see how many times it lit up in the night. I was being a crappy dad. A crappy husband. And here is the part it took me too long to see. The books said the business was crushing it. The books were wrong. The books just could not see the other accounts being drained to fund the one being shown. [ON SCREEN: "More is not a strategy"] Here is the gospel nobody questions in the coaching world. More is the answer. More revenue. More clients. More team. More offers. More content. More more more. It is the operating system every build a ten million dollar business in eighteen months video is running on. And it is wrong. Not because more is bad. More is fine. It is wrong because more is not a strategy. More is what you default to when you do not have one. Now, do not get me wrong. There are levels to this. Because back then, I was operating from a dirty fuel. The fuel was wanting more because it was a metric the world could see that would give me outside validation. That can only get you so far. For myself, and with the clients I work with, it is about having alignment so you are building a business that you love to wake up to. Your business is your form of art that you get to bring into the world and share with others, that improves other people's lives. And in turn it also creates the financial freedom for you to simply do more of what you enjoy. If you want to work 16 hour days and be all in, and you are lit up by it and you know that is the chapter of life you are in, then that is what you should do. If you want to work 2 to 4 hours a day, and then have time for family, health, hell, pottery, painting or long walks on the beach, then do that as well. What I am really showing you in this episode is that you can build a very profitable business, and be a great human with relationships and your health. Not compromising on one or the other. [ON SCREEN: "I feel like a married single mum"] It was a Tuesday night. October. We had put our girls to bed. My wife was sitting on the bed. She was not crying. That was the worst part. Crying I knew how to respond to. This was something else. She said seven words. I feel like a married single mum. It was the blow that delivered such sharp pain, it woke me up. I closed down that business. The most expensive decision I had ever made. And the most profitable. [ON SCREEN: "The five designs"] After I shut it down, I built the playbook I wish someone had handed me at eighty grand a month, before I let the gravity of more make the decision for me. It is the playbook I run now before any new offer, any new hire, any new launch. And it is the first thing we install with every operator who comes inside The Rainmakers. Five designs. Most coaches design one of them, the revenue one, and let the other four happen by accident. One. Offer Design. A higher margin, lower friction offer is the leverage point the rest of the business hangs off. The right offer is the one you can deliver in fewer hours, with fewer clients, at a higher price. Get this wrong and every other design has to compensate for it for the next five years. Two. Calendar Design. Your week is the real business model. Most coaches design their calendar last, after the offer, after the team, after the clients. We design it first. Because the hours you protect are the hours that compound, and the hours you do not, somebody else will spend for you. Three. Team Design. Every hire either buys back your time or sells it. Most founders hire to add capacity. We hire to remove decisions. If a new role does not take a whole category of thinking off your plate, it is not a role. It is a tax. Four. Identity Design. The person the business is making you become has to be the same person you actually want to be in ten years. If your twelve year old self met current you, would they be proud, scared, or confused? You design the operator into the business, or the business designs you, by default, into someone you did not sign up to become. Five. Life Design. Most coaches design the business and hope the life shows up after. The Rainmakers model runs the other way. Design the life first. Then engineer the business to fund it. Here is the diagnostic. If you wanted to take ninety days off starting Monday, what would break? If the honest answer is everything, you did not design a business. The business designed itself. And it designed you out of the picture. The playbook does not tell you to stop scaling. It tells you what to scale into. Then you scale on purpose, not by default. [ON SCREEN: "The proof that actually matters"] The screenshots I keep are from coaches saying, I am earning my full income whilst being on holidays. I am having fun with family and being away from work completely guilt free. These are the results that bring me the most joy. Because the money is not the point. The point is living the life you admire and love to wake up to, and your business fuelling that. I sold a coaching company. I built the offers behind seven, eight, and nine figure businesses. I built that agency and burned it down on purpose. And out the other side of all of it, one belief survived everything. Your business should fit your life. Not the other way around. [ON SCREEN: "RAIN. Four phases."] That is also why most coaches feel stuck. They have inherited a model that asks them to fit their life around the business, and any time you try to flip that equation back the right way round, the whole house of cards wobbles. So we built a process to do exactly that flip. Inside Rainmakers, we call it RAIN. Four phases. Each one sets up the next. R, Reveal. Most coaches start with a revenue target. We start one layer underneath it. What is the take home number that actually funds your life? Multiply by 1.4 for tax and overhead, that is your real revenue target. Divide by your price. That tells you how many sales a month the business actually needs. Then we layer in three more truths. What season are you in, Expand or Protect? What does your ideal week look like before the business takes its cut? And what work falls inside your Zone of Genius, versus the work that drains you no matter how disciplined you are. Four truths. Most founders have never written down a single one of them. A, Architect. Now you build the model around those four truths. Not the model you saw on someone else's stage. Yours. Four levers. Attract, organic, amplified, or paid. Convert, calls, events, or salesless. Deliver, trainer, coach, or mentor. Operate, solo, lean, or supported. Every lever has a right answer for you. The whole point of Architect is that the model has to match the operator. I, Identify. Here is the phase most founders skip because it stings. Two lists. Love list, every part of your business that gives you energy. Hate list, every part you tolerate. Then a gap analysis on every item on the hate list. What is it really? What is the root cause underneath it? And what is the first move to close the gap? The awareness is the work. N, Navigate. The design is worth nothing if you do not build it. So we end with a ninety day plan. One change a month. Not five. Not ten. One. Month one, pick the single biggest friction point and remove it. Month two, review, find the next constraint, remove it. Month three, consolidate, document, lock in the new normal. Three months. Three changes. A fundamentally different business. That is the system. Reveal. Architect. Identify. Navigate. RAIN. Not how to scale to seven figures. How to engineer a business that hits the number you actually need, and then stops, so the money is finally free to do its real job. Which is buy you back the life it was supposed to buy in the first place. Time. Freedom. The marriage intact. The body intact. The kids running at the door when you come home. Revenue first. Systems second. Freedom third. That is the only definition of winning that survives ten years of compounding. If any of this landed, and you know you want to build a smarter business, one that fuels the life you want to live, there is a link in the description. You can get access to the design playbook, all the playbooks and the AI agents that run your marketing for a $1 test drive. It is the most useful twenty minutes you will spend this month. I will see you on the inside.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: https://www.youtube.com/watch?v=5p48bjswj3Y Content pillar: Client Proof Hook template used: Shock and Stat Target runtime: 13 minutes (1,950 words at 150 words per minute) Title options 1. How I Added $318,000 In 30 Days For A Coach (Copy This) 2. The Five Stage Pipeline That Added $318K MRR 3. One Question Per Stage. Find The One That Is Killing You. Thumbnail direction Chris in front of a five stage funnel graphic with real numbers stacked down the side: 7,612 clicks, 2,436 opt-ins, 341 calls, 252 shows, 159 clients. Overlay text reads +$318,000 IN 30 DAYS in green. He is pointing at the stage where the biggest drop happens. The script [ON SCREEN: "+$318,000 MRR in 30 days"] I got asked yesterday how I added $318,000 for a coach in just 30 days. Sounds too good to be true. It is not. It is a five stage pipeline. That is it. One question per stage. And in the next twelve minutes I am walking you through the actual numbers from a recent partner where we added three hundred and eighteen thousand dollars in brand new MRR in under thirty days. This is the strategy I used, and now you can use it. Quick context so you know I am not making this up. I am not a business coach that makes money by teaching others to make money. I have a portfolio of partners where I am in there every day growing these businesses. Then we have Rainmakers, which gets access to the AI agents, playbooks, winning campaigns, ads, everything for them to easily build, install and run their businesses, with us helping them every day. We have had coaches do fifty two grand in a single week. One did a hundred grand plus thirty five grand MRR in their first week with us. One closed five hundred and sixty six grand with zero ad spend. One coach is sitting at a million dollars in profit per quarter. And every single one of them runs through the same five stage pipeline. [ON SCREEN: "Grab a pen. Five blank spaces."] Here is what you are getting in the next twelve minutes. The exact five stages. The real conversion numbers at every one. The single question you have to answer to unlock each stage. And most importantly, the diagnostic that tells you which stage is the one quietly killing your business right now. Do me a favour. Pause this video, grab a pen, and write down five blank spaces on a page. We are going to fill them in with your numbers as we go. By the end of the video you will know exactly which one to fix first. [ON SCREEN: "Stage 1. The Ad Click. 7,612 clicks."] Top of the funnel. This partner ran ads. Seven thousand six hundred and twelve clicks. That is where the pipeline starts. This is the awareness stage. Someone sees an ad in their feed. They decide to click. Now here is where most coaches over engineer it. They obsess about hooks. About creative. About the perfect ad copy. It is not about any of that. There are three questions at the click stage. Just three. One. Am I targeting the right person? Not coaches. Not anyone with money. The right specific segment. In this partner's case it was coaches doing fifty grand a month or more, with existing clients but broken marketing systems. Three layers of specificity. That is what makes targeting work. Two. Am I articulating an offer that solves their actual pain? Not grow your business. That is a wish, not a pain. Specific is, how to add a hundred grand MRR without adding ad spend. That is a pain with a number on it. Three. Am I showing up as the leader they want to learn from? This is where creative matters, but not in the way most coaches think. It is not about being polished. It is about looking like the person who is already on the other side of the problem they are stuck in. If your creative makes them think this person gets it, you win. If it makes them think this person is selling me, you lose. Now the diagnostic for you. If you are getting cheap clicks but nothing is converting later in the funnel, you are failing right here. You are sending the wrong person to the wrong message. The fix is not more ad spend. It is better targeting and a sharper offer. In this example, clicks ran at about ten to thirty cents apiece. But click cost is not the metric that matters. What matters is what happens next. [ON SCREEN: "Stage 2. The Opt-In. 32%."] Of seven thousand six hundred and twelve clicks, two thousand four hundred and thirty six opted in. That is a thirty two percent conversion rate. This is where most coaches start to lose the pipeline. They put up a fancy opt in page. Five sections. Animated headline. Video. Guarantee. Twelve testimonials. And it converts at twelve percent. Sometimes less. Here is the truth about the opt in stage. There is one question. Does my headline capture attention and make this person want to crawl over broken glass to get what I am offering? That is it. That is the whole opt in page. Not the design. Not the colours. Not the bullets. Not the social proof. The headline. Quick examples. Not download my free guide. That converts at six percent. Yes, how to add a hundred grand a month without adding ad spend. That is the one that does thirty two. Not learn the secrets of scaling. Vague. People scroll past. Yes, the five stage pipeline that turned a ninety five grand coaching business into four hundred and thirteen grand a month. Specific. A story. A click. Notice what both winning headlines do. They put a number in the room. Number means specific. Specific means real. Real means a coach actually thinks, that could be me. Diagnostic. If you are below twenty five percent opt in conversion, your headline is not compelling enough. Do not redesign the page. Do not add a testimonial section. Do not pay a copywriter five grand. Just write five new headlines and test them. The winner becomes the baseline for everything you run after this. We had one partner triple her opt in conversion in two weeks. The only thing she changed was the headline. [ON SCREEN: "Stage 3. The Booked Call. 14%."] Of the two thousand four hundred and thirty six opt ins, three hundred and forty one booked a call. Fourteen percent. Now, most coaches look at a number like that and think, I need more leads. Wrong. You do not have a leads problem. You have a nurture problem. This is the stage where someone gave you their email, watched your stuff, thought about it, and is now deciding whether to actually get on the phone with you. That decision is not made by your ad. It is not made by your opt in headline. It is made by what happens between opt in and booking. Two questions at this stage. One, am I making the call offer feel safe? Not book a sales call. That sounds expensive before you have even said hello. Yes, book a free strategy call to see if we can help you add a hundred grand MRR in the next ninety days. Specific. Pay off. No brainer. Two, am I solving the objections that have already been built up by every bad experience they have had before? Because if this person is a coach doing fifty grand a month and stuck, they have already paid for courses that did not work. They have already been in masterminds that did not deliver. They are sceptical. So say it out loud in your nurture sequence. I know you have tried this before. This is not that. Here is why. The lever for this whole stage is your follow up sequence. Most coaches send one email with a calendar link. That is why they get fourteen percent. Sometimes less. What you actually need is a seven to ten day sequence. Seven emails minimum. Email one delivers the lead magnet you promised. Email two, quick result. Case study, stat, proof. Email three handles their biggest objection head on. Email four, urgency. Spots limited. Application required. Emails five to seven, social proof, testimonials, specific outcomes. Diagnostic. If you are not converting twelve to fifteen percent of opt ins into booked calls, your nurture sequence is weak. Fix the sequence before you buy more ads. Because if you scale a broken sequence, you scale broken numbers. [ON SCREEN: "Stage 4. The Show-Up. 74%."] Of three hundred and forty one booked calls, two hundred and fifty two actually showed up. Seventy four percent show up rate. Most coaches sit at forty to fifty. This stage matters more than any other in the pipeline. Because a no show is not a maybe. It is a no. A person who does not show up is not making a decision. They are ghosting. And ghosted leads almost never re engage. So here is the question. Am I making it easy to show up, and is the urgency high enough that they would skip other things to be on this call? If the answer is no, you are at fifty percent show up. If the answer is yes, you are at seventy five plus. Four mechanics move show up rate. Write them down. One, remove friction. Send the Zoom link and calendar invite immediately after they book. Not an email twenty four hours before. Immediately. The second they hit submit, the link is in their inbox. Two, reminder cadence. Forty eight hour email. Two hour SMS. Do not be timid with the SMS. Hey, excited for our call in two hours. Jump on Zoom here. That single text alone moves show ups by ten to fifteen points. Three, pre call value. Send a quick pre call worksheet. Three questions. Five minutes. Before we hop on, spend five minutes on these so we can dive deep. Now they have invested before the call. Invested people show up. Four, make it easy to reschedule. If they have to miss it, one click reschedule. Not a form. Not a back and forth. One click. Most lost bookings are not because someone changed their mind. They are because rescheduling was too hard, so they ghosted out of guilt. We have a partner running ninety one percent show up right now. Ninety one. Most coaches are at fifty. Same ad spend. Same opt ins. Same booked calls. Almost double the revenue. Show up rate is the single most under optimised lever in the entire pipeline. It is the cheapest way to add thirty percent to your revenue without spending another dollar on ads. [ON SCREEN: "Stage 5. The Close. 63%."] Of the two hundred and fifty two who showed up, a hundred and fifty nine became clients. Sixty three percent close rate. Now watch the math when it all comes together. A hundred and fifty nine clients at two thousand a month each. That is three hundred and eighteen thousand dollars per month in brand new MRR. Annualised, three point eight one million in new client contracts. In thirty days. That is the headline. Now the question on the call. Am I highlighting the pain clearly enough that they have to act? Script. You told me you are stuck at ninety five grand a month. That means you are trading time for money. You are not building a business, you are building a job. Is that true? That single question, said out loud on the call, does more for your close rate than every objection handling script ever written. Because it makes them say the pain back to you. And once they have said it, they cannot un say it. Second question, is my offer a no brainer? Not, we offer a done for you service. That is logic. Yes, we will rebuild your entire marketing system, and we will commit to adding a hundred grand MRR in the next ninety days. If we do not hit it, you get your money back. That is a no brainer. Diagnostic. If you are below thirty percent close rate, you have one of two problems. Either your pain framing is weak, the prospect does not feel the gap between where they are and where they could be. Or your offer does not feel like a no brainer, you are competing on logic when you should be making the math obvious. Fix one of those two. Watch your close rate jump. [ON SCREEN: "Find your weakest stage. Fix that one."] Here is the whole funnel on one screen. Seven thousand six hundred and twelve clicks. Two thousand four hundred and thirty six opt ins, thirty two percent. Three hundred and forty one booked calls, fourteen percent of opt ins. Two hundred and fifty two shows, seventy four percent of bookings. One hundred and fifty nine closes, sixty three percent of shows. Three hundred and eighteen grand a month in brand new MRR. Now pull out the five numbers I asked you to write down at the start. Compare yours to this funnel. Find the one that is furthest below benchmark. That is where you are haemorrhaging revenue. Most coaches look at a funnel like this and think, I need more leads. You do not. You have a show up problem. Or a closing problem. Or a nurture problem. And you have been throwing more ad spend at the top of the funnel hoping the bottom fixes itself. It does not. You cannot out ad spend a broken pipeline. You can only fix the stage that is broken. Three things to do right now. One. If you are not tracking all five of these stages, pause the video, set up the tracking. Right now. You cannot fix what you cannot see. Two. Compare your five numbers to the benchmark and circle the lowest one. That is the stage you are working on this month. Not all five. One. Three, and this one is for you specifically. If you are doing fifty grand or more a month and you want me to actually look at your five numbers, tell you which stage is broken, and show you exactly what we would fix first, the link is right below this video. Book a free demo call. Bring your numbers. We will diagnose the actual constraint in twenty minutes. No fluff. If you are earlier in the journey, or you just want to walk through the full free training on the demand gen system, that is also in the description. And listen. Whether you book the call or not, fix the weakest stage. That is the entire game.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: https://www.youtube.com/watch?v=mLn-idaUAy0 Content pillar: Systems Over Hustle Hook template used: Contrarian Take Target runtime: 10 minutes (1,500 words at 150 words per minute) Title options 1. How To ACTUALLY Make Money With AI (Not Just More Work) 2. You Are Not Making Money With AI. You Are Making More Work. 3. Stop Buying AI Wrappers. Replace The Roles You Could Not Afford. Thumbnail direction Chris to camera with a browser wall of open ChatGPT tabs behind him, faded and greyed out. Overlay text reads MORE WORK in red with an arrow to MORE MONEY in green. His expression is flat and direct, no hype. The script [ON SCREEN: "You are not making money with AI"] You are not making money with AI. You are making more work with AI. And the difference between those two sentences is the difference between the coaches who are about to get richer in the next twenty four months and the coaches who are about to get quietly buried by them. In this episode I am going to do three things. First, I will show you how ninety nine percent of coaches are using AI right now, and why it is making them poorer, not richer. Second, I will show you the one reframe that actually moves money. The thing nobody in the AI gurus' courses is teaching you. Third, I will walk you behind the scenes of Rainmakers OS, the AI, the playbooks, and the coaching layer I built for my own business and now run with every operator inside Rainmakers. If you are a coach doing anywhere from thirty grand to three hundred grand a month, stay with me. This is the most important nine minutes I can give you right now. [ON SCREEN: "AI in the average coach's business"] Here is what AI looks like in the average coach's business in 2026. A ChatGPT tab open. Three prompt libraries bought off Twitter. A newsletter that emails them five AI tools for coaches every Tuesday. AI generated carousels nobody reads. A chatbot on the website that has booked exactly zero calls. Captions written by a model that their audience can smell were not them from a mile away. And every Sunday night they sit down, look at the dashboard, and quietly wonder why a year of going all in on AI produced exactly the same revenue as the year before they ever heard the word. Here is why. They used AI to do more of the things that were already not the bottleneck. More content. More posts. More outputs. More noise. But the bottleneck in a coaching business was never not enough content. The bottleneck is the founder. Every offer iteration runs through you. Every piece of copy. Every sales debrief. Every diagnostic about what is broken this month. Every decision about what to fix next. And no amount of generated carousels removes a single one of those decisions from your plate. That is why most coaches' AI stack just looks like a more efficient way to produce the wrong things. [ON SCREEN: "The reframe"] So here is the reframe that actually moves money. Stop using AI to produce more outputs. Start using AI to replace the roles you could not afford to hire. Do not ask, how do I make more content. Ask, if I had a two hundred grand a year offer strategist, a fractional COO, a senior copywriter, and a head of ads on my team, what would they do for me this week, and how do I get an AI to do that instead? That is a fundamentally different question. And it produces a fundamentally different business. Because now AI is not making your content slightly faster. Now AI is replacing the fifty thousand dollar a month executive team you could not afford when you were doing thirty grand a month, and handing you their leverage anyway. [ON SCREEN: "Judgment is data, not language"] But, and this is the part nobody in the AI hype cycle is telling you, a ChatGPT prompt will not actually do that job. A Claude window will not do that job. A custom GPT you trained on your three favourite marketing books will not do that job. Because the thing that makes a senior offer strategist or a senior media buyer valuable is not language. It is judgment. And judgment is not a writing style. It is data. Years of pattern matched data from campaigns that actually moved money. That data does not live inside a general model. And it never will. This is the trap the AI gurus are walking you into. They are selling you wrappers. A wrapper is a thirty nine dollar a month skin with a coat of paint on it. It writes faster. It writes prettier. But the judgment underneath is still the same off the shelf model that has never sold a coaching offer, never run an ad account that scaled past five figures a month, never debugged a funnel, never sat in a 2am delivery crisis. You cannot outsource judgment to a wrapper. You can only outsource it to a system that has seen the actual work, done at scale, by operators who have actually done it. That is the line. That is the moat. [ON SCREEN: "The agent layer"] Rainmakers OS is not a prompt library. It is not a chatbot. It is not a custom GPT. It is a full operations stack. A team of AI agents, a library of stage matched playbooks, and a layer of human coaching and support, all sitting on top of one thing no other AI tool has access to. The data from every winning campaign, every winning offer, every funnel that has actually moved money inside the seven, eight, and nine figure info businesses I have worked behind for the last decade. Plus the campaigns I am running now. Plus the campaigns my Rainmakers are running now. That data flows into the system every single week. Which means it is not a static product. It is a compounding asset. One. Offer Architect AI. Replaces the five thousand dollar offer strategist. You answer four questions about your business, your calendar, and your take home target. Out the other side, a re architected offer with price, mechanic, sales mechanism, the whole stack, calibrated against structures that have already produced the highest margins inside the businesses I have taken to scale. Two. Ad Pilot AI. Replaces the six thousand dollar a month media buyer. Builds your campaigns. Sets your budget at the right floor for your stage. Optimises against ad creative I have already tested across hundreds of campaigns. You do not start from zero. You start from what has already worked. Three. Copy Engine AI. Replaces the four thousand dollar a month copywriter. Trained on your voice. Calibrated to the hooks, the angles, the frames that have already converted in your niche. Same output a senior copywriter produces in a week. In an hour. Four. Bottleneck Finder AI. Replaces the fifteen thousand dollar a month business coach. You tell it where you are stuck. It diagnoses the actual constraint, and I will tell you right now, it is almost never the one you walked in thinking it was. The Finder names it in five minutes. That is six months of wrong problem work, gone. Five. Virtual Chris. This one is the meta flex. It is me. An AI trained on every framework, every playbook, every lesson from selling my first coaching company, from building the offers behind seven, eight, and nine figure info businesses, from building that agency and burning it down on purpose. You can ask it anything you would ask me on a coaching call. At 2am. On a Sunday. Without needing my calendar. [ON SCREEN: "Stage matched playbooks"] Now the playbook layer. Because here is the other thing nobody tells you. Different stages of business need fundamentally different plays. The play that gets a coach from zero to thirty grand a month is not the same play that gets them from thirty to a hundred. And the play that gets them from a hundred to three hundred is not the same play that gets them from three hundred to a million. Run the wrong play at the wrong stage, and you do not just stall. You burn cash. You burn months. Some coaches burn years on plays that were never built for the level they were at. So inside Rainmakers OS, the playbooks are stage matched. Fast Cash Blitz, for the operator who needs thirty to fifty grand in the next thirty days from the audience they already have. The Content Engine, for the operator building their organic engine for the first time. The Starting Ad Budget Formula, the VSL Framework, and the 2 Call Close System, for the operator scaling their sales engine without scaling their calendar. The Delivery Operating System and the Rainmaker Rhythm, for the operator who is hitting the ceiling of what one person can deliver and finally wants to put their week on rails. The right play at the right level, stitched into the agents, so the playbook does not just tell you what to do. The agents help you do it. [ON SCREEN: "This is not just AI. It is both."] But here is the part that actually makes the whole thing work, and the part no AI tool on the market can copy. This is not just AI. This is not just coaching. It is both. Because here is what twenty years of building in this industry proved to me. AI alone leaves coaches stuck in implementation. They have the answer. They do not have the accountability. Coaching alone leaves coaches stuck in execution. They have the accountability. They do not have the leverage. Rainmakers OS gives you both. The AI does the leverage. We do the support. When you come inside, you do not just get the agents and the playbooks. You get us. My team. Coaching calls. Hot seats. Live builds. Direct access when you need a second opinion at 9pm on a Tuesday. The full layer of human judgment sitting on top of a system that has already done most of the work for you. Wrappers cannot do it, they have no coaching. Coaching programs cannot do it, they have no AI. Communities cannot do it, they have no system. That is the moat. That is why people stay. [ON SCREEN: "Why we built it"] Quick story behind why any of this exists. When I shut down the agency, the one I built to two hundred grand a month in ninety days and burned down on purpose, I knew I had to rebuild differently. I could not be the bottleneck again. And I was not running a fourteen person team again either. But I had been sitting on something most coaches will never have access to. A decade of behind the scenes data from seven, eight, and nine figure info businesses I had built offers and systems for. Every winning campaign. Every winning offer. Every funnel that had actually moved money. That data was the missing ingredient AI needed to actually do the real job. So I built the system for myself first. Then I looked around. Every coach I knew was either in the trap I had just escaped, building a bigger and bigger team that quietly owned them, or wasting their year on AI tools that were never going to move the dial. Nobody was building what I had just built for myself. So we opened it up. The next 12 to twenty four months are going to sort coaches into two piles. One pile will keep buying wrappers and prompt libraries and generic models. They will generate more content nobody reads. They will be exactly where they are now. Probably a little more tired. Probably a little more bitter. The other pile will plug into a system that has already done the work. Already pre loaded with the plays that have moved money inside businesses just like theirs. And have all the support to easily run their business. That is the whole game. If you want to see Rainmakers OS up close, the agents, the stage matched playbooks, the coaching layer, the team, the link is in the description. It is just a buck for a full 14 day test drive. Do not come if you want to make more content. Come if you want to do less and earn more. I will see you on the inside.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: https://www.youtube.com/watch?v=KTx3RQhoqM4 Content pillar: Offer and Positioning Hook template used: Before and After Target runtime: 16 minutes (2,400 words at 150 words per minute) Title options 1. How to Write a High-Converting VSL for Your Coaching Business in 2026 2. I Reviewed 50 VSLs This Year. Here Is What Separates The Ones That Print Money. 3. 2.1% vs 11.8%. Same Market. Same Offer. Five Differences. Thumbnail direction Split frame. Left side dark and red with a paused VSL and $0 in big type. Right side bright and green with a second VSL and $200K+ in big type. Chris in the centre with a laptop, finger pointing at the screen. Overlay text reads 50 VSLs REVIEWED. High contrast, clean, no clutter. The script [ON SCREEN: "2.1% vs 11.8%"] I want to show you something. I have got two VSLs open on my screen right now. Both are for coaching businesses. Both are selling offers between eight and fifteen thousand dollars. Both went live in the last 90 days. VSL number one has a 2.1 percent conversion rate. At their traffic volume, that is generating roughly twelve thousand dollars a month. Barely covering ad spend. VSL number two has an 11.8 percent conversion rate. Same market. Similar offer. That one is generating over two hundred thousand a month. Same format. Same length. Same type of audience. A 7x difference in results. And when you look at them side by side, you can see exactly why. It is not talent. It is not production quality. It is not even the offer itself. It is a handful of specific, structural differences that most coaches have never been taught. This year alone, I have personally reviewed over 50 VSLs for coaching and consulting businesses. Some of them print money. Most of them do not. And after 50 reviews, the patterns are impossible to miss. Today I am going to show you exactly what those patterns are. [ON SCREEN: "Nobody has ever audited your VSL"] I am making this video because VSLs are the single highest leverage asset in a coaching business, and almost everyone is getting them wrong. Not slightly wrong. Fundamentally wrong. The mistakes I see are not small copywriting errors. They are structural problems that guarantee the VSL will underperform before the viewer even hits the two minute mark. And the worst part? Most of the coaches I review have never had anyone actually audit their VSL. They wrote it, launched it, and when it did not convert, they assumed the offer was the problem. It almost never is. I am Chris Dufey. I built and sold a multi seven figure coaching business. I have been behind the scenes building the lead and sales systems of 7, 8 and 9 figure info and coaching businesses, the names you see every day. I have written, reviewed, and rebuilt more coaching VSLs than I can count. By the end of this video, you will know the five things that separate VSLs that convert from VSLs that do not, the biggest shift in what works in 2026 compared to what worked even 18 months ago, and the system we use inside Rainmakers to help clients produce high converting VSL scripts in a fraction of the time. Here is my challenge. Watch this video, then go rewatch your own VSL. If you do not catch at least three things you would change, drop a comment, send me a DM. I am that confident. [ON SCREEN: "What changed"] Before I get into the five patterns, I need to set the frame. Because the VSL landscape has shifted dramatically and most coaches are still writing VSLs like it is 2023. Attention windows have collapsed. Two years ago, you had about 90 seconds before someone decided to stay or leave. Now? You have 15 to 20 seconds. That is it. If your VSL does not land a reason to keep watching in the first 20 seconds, they are gone. And they are not coming back. Market sophistication has exploded. Your viewer has seen dozens of VSLs before yours. They know the formula. They can feel the manipulation. The old structure, big promise, stack of bonuses, countdown timer, fake scarcity, does not just underperform now. It actively repels sophisticated buyers. The people who can actually pay eight, ten, twenty thousand dollars have seen it all before and they are immune to it. AI generated scripts have flooded the market. And this is the big one. Thousands of coaches have used AI to write their VSLs. Which means thousands of VSLs now sound exactly the same. Same structure. Same language. Same hooks. The viewer's subconscious pattern recognition is flagging these instantly. They do not even know why they clicked away. They just felt like they had heard it before. Because they have. [ON SCREEN: "Pattern 1. The first 20 seconds."] Let me show you the difference. Here is how most coaching VSLs open. Hey, I am so and so, and in this video I am going to show you how to get some big promise. I have helped hundreds of clients achieve this result and today I want to share my proven framework with you. That VSL is dead on arrival. Here is why. You have opened with credentials. The viewer does not care about you yet. You have made a big promise they have heard a hundred times. And you have signalled this is a pitch before they have had a reason to trust you. Now here is how one of our top performing VSLs opens. Last month, one of my clients showed me her dashboard. She had gone from spending six hours a day chasing leads to having 14 qualified calls booked for her by the time she opened her laptop. I asked her what changed. She said, I stopped doing what everyone told me to do. Feel the difference? The second one opens with a story. There is a specific person. A specific result. A moment of tension. And a line that makes you need to know what she did differently. No credentials. No name. No in this video. Just a reason to keep watching. The rule. Your first 20 seconds must create a question in the viewer's mind that they cannot answer without watching the rest. If the viewer can predict what you are going to say, they will leave. If they cannot, they will stay. [ON SCREEN: "Pattern 2. Spend 40% on the problem."] This is the one that surprised me the most across all 50 reviews. The VSLs that convert highest spend more time on the problem than the solution. And not just describing the problem, reframing it. Most coaching VSLs describe the surface level problem. You are not getting enough clients. Your revenue is inconsistent. You are overwhelmed. The viewer already knows this. Telling them what they already know does not build trust. It bores them. The VSLs that print money go deeper. They reframe the problem in a way the viewer has never considered. Instead of you are not getting enough clients, the reframe is, you are not getting enough clients because you are running seven different strategies at 60 percent each, and none of them have enough runway to actually work. The problem is not that you need a new tactic. The problem is you have never finished building the last one. That reframe does something the surface level version cannot. It makes the viewer feel understood at a level they have never experienced from a piece of marketing. And when someone feels deeply understood, they trust you. And when they trust you, they buy. The rule. Spend 40 percent of your VSL reframing the problem. The deeper you go, the less selling you have to do later. If your problem section is just a list of pain points, you are doing it wrong. It should be a revelation. [ON SCREEN: "Pattern 3. Claim, Proof, Implication."] Every coaching VSL has proof. Testimonials, case studies, results screenshots. But where you place them changes everything. The failing pattern I see over and over. All the proof is stacked at the end, right before the CTA. Like a bonus dump. The thinking is save the best for last. The problem? Most people never get to the end. The VSLs that convert weave proof throughout. Specifically, they follow what I call the Claim, Proof, Implication cycle. Claim. Our system books 14 qualified calls a week on autopilot. Proof. Here is Sarah's dashboard from last Tuesday. 14 calls booked. She did not touch a thing. Implication. Imagine what that does to your revenue when your closer is taking 14 pre qualified calls every week instead of chasing cold leads. Every major claim in the VSL should be followed by proof and then connected to what it means for the viewer's life. Claim without proof is just a promise. Proof without implication is just a stat. You need all three. The rule. Proof should appear at least three times in the first half of your VSL. If your viewer hits the midpoint without seeing a single piece of evidence, they are already sceptical. And sceptical viewers do not book calls. [ON SCREEN: "Pattern 4. Why This, Why Now, Why Me."] This is the framework that separates good VSLs from great ones. And almost none of the 50 I reviewed had all three. A high converting VSL needs to answer three questions in sequence. Why this solution? Not just coaching is great, but why this specific mechanism, this specific approach, is the right one for this specific problem. This is where your unique framework lives. If you cannot articulate why your approach is different from the ten alternatives your viewer is already considering, you have lost. Why now? What makes this moment urgent? Not fake countdown timer urgency. Real urgency. Market shifts, competitive windows closing, cost of waiting calculations. The viewer needs to feel that doing nothing has a real and growing price. Why me? And this is the one that has changed the most in 2026. It used to be about credentials and authority. Now it is about demonstrated understanding. The viewer is not asking, is this person successful? They are asking, does this person actually understand my specific situation? The VSLs that nail all three in sequence convert at 3 to 5 times the rate of VSLs that only hit one or two. I have seen it consistently across every niche. Health, business, relationships, finance. The framework is universal. [ON SCREEN: "Pattern 5. The CTA is an invitation."] Last pattern, and this is the one I feel most strongly about. The VSLs that fail almost always end the same way. They shift tone. The energy changes. Suddenly it feels like a sales pitch. The viewer was engaged, learning, feeling understood, and then the walls go up because the buy now energy kicks in. The VSLs that convert? The CTA does not feel like a gear shift. It feels like the obvious next step. Failing CTAs sound like this. So if you are ready to transform your business, click the button below and book your free strategy call right now. Converting CTAs sound like this. Look, at this point you have seen exactly how this system works. You have seen the proof. You know what is broken in your current approach and what is needed to fix it. The next step is simple. Book a call and we will map this to your specific situation. That is it. No pressure, no pitch. We will look at where you are, what is not working, and whether this is a fit. If it is, I will show you exactly what the next 90 days would look like. The first one is trying to close. The second one is offering clarity. High ticket buyers do not want to be closed. They want to be understood and given a clear path forward. If you have to change your tone to deliver your CTA, something upstream is broken. [ON SCREEN: "How we produce these"] Here is the reality. Writing a high converting VSL from scratch takes most coaches weeks. Sometimes months. They stare at a blank page, they write and rewrite, they second guess every line. And even then, they are guessing. They have no way of knowing if their VSL has the right structure until they launch it and wait for data. Inside Rainmakers, our clients use a completely different process. Step one, the Copy Creator AI agent writes the first draft. But this is not a generic model. This is a purpose built system trained specifically on high converting coaching VSLs. It has the client's voice DNA, their offer architecture, their client proof, their market positioning. It produces a first draft that already sounds like them and already follows the five patterns. Step two, the client customises and adds their personal stories. The AI gives them the structure and the voice. They add the moments only they can add. This is where the VSL becomes truly uncopyable. Step three, I personally review it. Every VSL that goes through our system gets my eyes on it. I am looking for the same five patterns. I mark what is working, what needs tightening, and what is missing. Then the client revises and we go again until it is conversion ready. The result? Our clients go from blank page to filmed VSL in days, not months. [ON SCREEN: "Is it worth rebuilding?"] Now someone is thinking, Chris, I already have a VSL. It is not terrible. Is it really worth rebuilding? Let me answer that with a question. What is the difference between a 2 percent conversion rate and a 10 percent conversion rate on your VSL? If you are sending 500 people a month to that page, that is the difference between 10 calls and 50 calls. At a 50 percent close rate on a 10K offer, that is the difference between 50K a month and 250K a month. Same traffic. Same offer. Same ad spend. The only variable is the VSL. So yes. It is worth rebuilding. And the other objection, I am not a good writer. That is the whole point of having a system. You do not need to be a great writer. You need a structure that works, an AI that handles the heavy lifting, and a set of expert eyes that catches what you would miss. Let me sum up the five patterns. One, your first 20 seconds must create an unanswered question. Story first. Two, spend 40 percent of your VSL reframing the problem. Give them a revelation. Three, weave proof throughout using Claim, Proof, Implication. Four, hit all three, Why This, Why Now, Why Me, in that order. Five, the CTA is an invitation, not a pitch. Here is what I would do right now. Go rewatch your current VSL with these five patterns in front of you. Score yourself honestly. If you are hitting all five, your VSL is probably converting well. If you are missing even one, that is likely where the leak is. And if you want help fixing it, or building one from scratch with the system I just described, Rainmakers OS is seven dollars to test drive. You get the Copy Creator AI agent that produces your VSL draft, plus access to the frameworks, the community, and the content systems. Link is in the description. But honestly, even if you never work with us, take those five patterns and apply them this week. Because your VSL is either the highest leverage asset in your business or the biggest bottleneck. Right now, it is one or the other. And after what I have shown you today, you know exactly which one yours is.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: https://www.youtube.com/watch?v=NNSAnTIeSe0 Content pillar: Offer and Positioning Hook template used: Warning Target runtime: 14 minutes (2,100 words at 150 words per minute) Title options 1. AI is Killing Your Coaching Business 2. The Three AI Shifts That Actually Make You Money 3. You Are Using AI Well? Your Numbers Say Otherwise. Thumbnail direction Chris looking directly at camera with a sceptical expression. Split screen behind him shows a generic AI prompt on one side with a red X over it. Overlay text reads AI IS LYING TO YOU in bold red and white. Dark, moody background. The script [ON SCREEN: "A worse coach is taking your clients"] There is a coach in your market who is half as good as you, charges less than you, and is taking your clients. Not because they are better. Not because they work harder. Because they figured out how to use AI the right way, and you are using it the wrong way. And here is the part that should make you uncomfortable. Most of you watching this think you are using AI well. You have got ChatGPT open. You are prompting. You are generating content. You feel productive. But productive and profitable are not the same thing. What I am about to walk you through is going to show you exactly why the way you are using AI right now is actually the thing slowing your business down, repelling your ideal clients, and losing you clients to competitors who have no business competing with you. I am making this video because I have audited the marketing of over a hundred coaching businesses in the last 3 months alone, and I keep seeing the same pattern. Coaches who adopted AI early, thought they were ahead of the curve, and are now wondering why their content gets ignored, their funnels convert worse than before, and their sales calls have dried up. It is not an AI problem. It is a strategy problem. And nobody is talking about it because everyone is too busy selling you the next magic prompt. I am Chris Dufey, founder of Rainmakers. We build full marketing ecosystems, copy, funnels, AI systems, sales infrastructure, for coaches and consultants. I have built and sold a multi seven figure coaching business myself, been behind the scenes of 7, 8 and 9 figure online info and coaching businesses, and right now we are deep in the trenches building AI powered systems that actually move the needle for our clients. By the end of this video, I am going to give you the three specific shifts you need to make with AI so it actually generates leads, closes sales, and helps you deliver, instead of just making you feel busy. And the third one is the one almost nobody is doing. [ON SCREEN: "Everyone got the same tool at the same time"] Here is what is actually happening in the coaching market right now. Everyone got access to AI at roughly the same time. And almost everyone did the same thing with it. They started using it to create more. More content. More posts. More emails. More lead magnets. And on the surface, that seems smart. You are 10x ing your output. You are saving time. You are posting every day instead of twice a week. But here is the problem nobody wants to say out loud. When everyone uses the same tool the same way, you do not get an advantage. You get a flood. And your ideal client, the person who is going to pay you five, ten, twenty thousand dollars, they can smell AI generated content from a mile away. Not because they are tech savvy. Because it all sounds the same. It is the same 5 tips to scale your business. The same here is what nobody tells you about mindset. The same hollow, bland, sounds smart but says nothing content that has turned LinkedIn and Instagram into a sea of noise. You have not gained a competitive advantage. You have become invisible. [ON SCREEN: "Shift one. Positioning, not production."] So here is the first major mistake, and this is the big one. Coaches are using AI to produce content. They should be using AI to sharpen positioning. Content is the vehicle. Positioning is the engine. If your positioning is off, if your messaging does not cut through, if your offer does not feel different, if your language sounds like everyone else in your market, then more content just means more noise coming from your brand. I had a client come to us. She was a health coach, really good at what she did. She had been using AI to write her social posts, her emails, even her VSL. She was posting three times a day. And her leads had actually gone down since she started. Why? Because the AI had averaged out her voice. It took everything that was sharp, specific, and uniquely her, and smoothed it into generic coach speak. Her audience could not tell her apart from the fifty other health coaches in their feed. Here is what we did instead. We used AI to analyse her best performing content from before, the posts that got DMs, the emails that got replies. We fed that into a custom system that extracted her voice patterns, her proof points, her specific language. Then we built her messaging around that foundation. Same coach. Same offer. Completely different results. Her cost per lead dropped by 40 percent in the first three weeks. Not because she posted more. Because every piece of content actually sounded like her and spoke directly to what her market cared about. The shift. Stop asking AI to write me a post about X. Start using AI to extract and amplify what already makes you different. Your voice, your expertise, your history is your moat. If you let AI flatten it, you have just handed your only real advantage to a machine that is doing the same thing for your competitors. [ON SCREEN: "Shift two. Automate the unsexy stuff."] Second mistake. And this one is costing coaches thousands of dollars a month in invisible losses. You are automating the sexy stuff and ignoring the stuff that actually makes money. Here is what I see constantly. Coaches spend weeks setting up AI chatbots on their website, building some fancy automated content calendar, creating AI generated lead magnets, all the things that look impressive and feel like progress. Meanwhile, they are still manually following up with leads three days late. They are still scrambling to write sales call prep. They are still spending six hours a week on client onboarding tasks that should take six minutes. The coaches winning right now are not the ones with the flashiest AI setup. They are the ones who automated the boring, invisible, high leverage stuff that directly touches revenue. Let me give you the hierarchy. First, automate your speed to lead. The data is brutal on this. If you respond to a new lead in under five minutes, you are 21 times more likely to convert them than if you wait 30 minutes. Most coaches respond in 24 to 48 hours. That is not a follow up. That is a funeral. AI should be handling initial lead response, qualification, and booking, instantly. Second, automate your sales support. Before every sales call, AI should be pulling together everything about that prospect. What content they engaged with, what they downloaded, what emails they opened, what objections are likely based on their profile. Your closer should walk into every call armed, not guessing. Third, automate your delivery admin. Session notes. Progress tracking. Resource delivery. Check ins. The operational weight of coaching is what burns most coaches out and caps their capacity. AI handles the admin so you can do what you are actually good at. Coaching. Most of you have the order backwards. You automated content creation, the lowest leverage activity, and left the highest leverage activities manual. [ON SCREEN: "Shift three. Purpose built, not general purpose."] Third mistake, and this is the one I said would change how you think about this. You are using ChatGPT like it is your business partner. It is not. It is a general purpose tool. And general purpose tools produce general purpose results. Asking a general model to write your VSL is like asking a general practitioner to do heart surgery. Could they attempt it? Technically. Would you want them to? Absolutely not. The coaches and consultants who are pulling away from the pack right now are the ones using purpose built AI systems. Agents that are specifically trained on their market, their offer, their voice, their sales process. Here is the difference in practice. A generic AI prompt gives you, are you a coach struggling to get clients? Here is how to grow your business with proven strategies. That is the sound of your audience scrolling past you. A purpose built AI system that has been trained on your specific positioning, your client results, your unique mechanism, that gives you copy and content that sounds like it could only come from your brand. It gives you sales call frameworks built around your specific objections. It gives you campaign architectures based on what is actually converting in your niche, not what worked for some random ecommerce brand in 2019. This is exactly what we have built inside Rainmakers. Our clients do not get access to prompts. They get AI agents purpose built for coaching businesses. A Copy Creator trained on high converting coaching copy, a Sales Call Coach that preps them for every conversation, an Ad Campaign Architect that builds campaigns based on what is working right now, a Diagnostic AI that audits their entire marketing ecosystem and tells them exactly what is broken and what to fix first. These are not toys. These are operational systems. And the gap between coaches using generic AI and coaches using purpose built systems is getting wider every single week. [ON SCREEN: "Define fine"] Now, I know what some of you are thinking. Chris, I cannot afford custom AI systems. I am still trying to hit consistent ten K months. I hear you. And that is actually the point. You do not need to build these from scratch. You do not need to hire a developer. You do not need a fifty thousand dollar tech stack. What you need is a system that is already built for your business model, that you can plug into and start using immediately. That is the whole reason we built the Rainmakers OS. Because I got tired of watching good coaches lose to worse coaches who just had better systems. And the other objection I hear. But I am using AI and it is working fine. Define fine. Are your lead costs going down or up? Is your content engagement growing or flatlining? Are your sales calls converting better than they were six months ago? Fine, in a market that is moving this fast, is just a slow way of saying falling behind. The coaches who are going to own the next two years are not the ones who adopted AI. They are the ones who implemented it strategically. [ON SCREEN: "Three shifts. Apply them this week."] Let me sum this up. The biggest mistake coaches make with AI is not that they are not using it. It is that they are using it the same way everyone else is, and wondering why they are getting the same results as everyone else. Shift one, use AI to sharpen and amplify your positioning, not just produce more content. Shift two, automate the high leverage revenue activities first, lead response, sales prep, delivery, not the low leverage ones. Shift three, stop relying on generic tools and start using purpose built systems designed for your business model. Your AI solutions need proper context on you, and should get better and better because you are feeding back data so it learns and upgrades. If you are a coach or consultant and you want to see what this actually looks like in practice, what the AI agents look like, how the systems work, how our clients are using them to generate leads, close more sales, and deliver without burning out, the link is in the description below. You can test drive the full Rainmakers OS for seven dollars. Not a webinar. Not a PDF. The actual system. And if you are the kind of person who wants to go deeper, we have got weekly coaching, one on one hot seats with me, and 161 playbooks covering every stage from zero to 250K a month. But honestly, even if you never work with us, take the three shifts I just gave you and apply them this week. Because the window where using AI is enough is closing fast. The question is not whether you are using it. It is whether you are using it in a way that makes you uncopyable. I will see you in the next one.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: https://www.youtube.com/watch?v=bQZ9r4ZlIkY Content pillar: Offer and Positioning Hook template used: Warning Target runtime: 15 minutes (2,250 words at 150 words per minute) Title options 1. How to Use AI to Get Coaching Clients in 2026 Without Sounding Like ChatGPT 2. ChatGPT Copy Is Killing Coaching Businesses in 2026 3. Her Leads Dropped 60% In Four Months. Here Is Why. Thumbnail direction Side by side split. Left side a blurry wall of generic text with a red X and a GENERIC AI label. Right side clean converting copy on a screen with a green tick. Chris in the centre pointing at the difference. Dark background, red and white text. The script [ON SCREEN: "Six years in. Leads down 60%."] Last month, a coach came to us. Six years in the industry. Genuinely brilliant at what she does. Consistent five figure months for three years straight. Then she started using ChatGPT to write all of her content, her emails, her ads, her sales page. She followed the playbook. Downloaded the viral prompt packs. Used the templates everyone on Twitter was raving about. Within four months, her leads dropped by 60 percent. Her email open rates fell off a cliff. Her sales calls went from closing at 40 percent to barely 15 percent. And when she showed me her content, I could not tell her apart from the other 200 coaches in her niche. Not one line. Not one hook. Not one sentence felt like it came from her. It all sounded like it was written by the same machine. Because it was. And she is not alone. She is the rule. What I am going to show you today is that ChatGPT copy, the way 99 percent of coaches are using it, is actively destroying businesses in 2026. I have the proof. I see it every single week. [ON SCREEN: "A slow motion car crash"] I am recording this because I am watching the same car crash play out in slow motion across the coaching industry. Good coaches, people with real results, real expertise, real track records, are losing to people who are objectively worse at coaching but have marketing that actually sounds human. And the irony is painful. The coaches who are losing adopted AI first. They thought they were ahead. But they adopted it the wrong way, and now they are paying for it with their business. I am Chris Dufey. I built and sold a multi seven figure coaching business. I have been behind the scenes building the marketing and sales systems for 7, 8 and 9 figure info and coaching businesses, the names you know. Now I run Rainmakers, where we build the marketing ecosystems, AI systems, and sales infrastructure for coaches and consultants. By the end of this video, you are going to understand exactly why ChatGPT copy fails for coaching businesses, what is actually required for AI generated content that converts, and how our clients inside Rainmakers produce a full week of high converting content in under one hour. [ON SCREEN: "Three businesses. Same disease."] Let me tell you what a typical week looks like for me right now. Monday, I get on a call with a mindset coach. She has been in the game for four years. Used to get 10 to 15 inbound DMs a week from her content alone. She started using ChatGPT six months ago. She now posts three times more often and gets two DMs a week. Two. Tuesday, I am auditing the funnel of a business coach. He bought a 500 viral hooks prompt pack from some influencer. His Instagram Reels are getting views. But his sales page, which was also written with ChatGPT, converts at 0.3 percent. Industry average for a warm audience is 3 to 5 percent. Wednesday, a husband and wife team who run a health coaching business show me their email sequences. Every email starts with, are you tired of struggling with this problem? You are not alone. Every single one. They did not write those. ChatGPT did. And their unsubscribe rate has tripled. Three different businesses. Three different niches. The exact same disease. They all thought AI was saving them time. It was. But it was also stripping out the only thing that was actually making them money. The fact that they sounded like themselves. [ON SCREEN: "Truth one. It has zero context on you."] Here is the first deep truth that nobody selling you prompt packs wants you to hear. ChatGPT has zero context on you. It does not know your story. It does not have a data loop feeding it back what is working and not working. It does not know what your clients actually say when they describe their problems, not the textbook version, the real words they use at 11pm when they are frustrated. It does not know your unique mechanism. It does not know what makes your coaching different from the 10,000 other coaches in your market. So what does it do? It averages. It pulls from the most common patterns in its training data. And those patterns come from millions of pieces of generic marketing content. The result is copy that sounds like a composite sketch of every coach who has ever existed. I had a fitness coach join Rainmakers last quarter. Let us call him Marcus. Marcus had built his business on being blunt. His audience loved him because he did not sugarcoat things. His content had an edge. It was polarising and that was the point. He started using ChatGPT for his posts. Within weeks, his content went from, stop eating like a teenager and wondering why you look like one, to, are you ready to transform your relationship with food? Here are 5 mindset shifts to get started. That is not Marcus. That is the ghost of every health influencer regurgitating what everyone else is doing. His audience felt the shift immediately. They did not engage. They did not DM. They scrolled past. Because the thing that made them stop scrolling in the first place, his voice, was gone. The fix is not better prompts. The fix is AI that actually has context on who you are. Your tone. Your stories. Your proof points. Your specific language patterns. Without that foundation, every prompt you write just produces another piece of forgettable content. [ON SCREEN: "Truth two. Virality is not conversion."] Second truth. And this one is going to sting if you have bought into the prompt economy. The viral prompt industry is selling you the wrong metric. You see these posts everywhere. This one prompt got me 500K views. Use this hook formula to go viral. I used this prompt pack to create 30 days of content in 30 minutes. And coaches see that and think, if I get views, I get leads. If I get leads, I get sales. Simple. Except it is not simple. Because virality and conversion are two completely different things. A video that goes viral does so because it appeals to the broadest possible audience. It is optimised for mass consumption. But your coaching business does not need mass consumption. It needs the right 50 people to watch and think, this person is talking directly to me. I had a relationship coach come to us after spending three months using a viral content prompt system she had bought for two hundred dollars. Her views went up. Her follower count grew. But here is what her actual numbers looked like. Before the prompt pack. 8K followers, 400 views per Reel, 12 DMs per week, 4 sales calls, 2 closes. After the prompt pack. 22K followers, 3,000 views per Reel, 3 DMs per week, 1 sales call, zero closes. Read that again. Triple the audience. Zero closes. Because the content that performed attracted the wrong people. It was entertaining but not qualifying. It was broad but not specific. It got attention but not trust. The prompt pack taught her how to write hooks that stop scrolling. It did not teach her how to write content that pre sells a high ticket offer. Those are fundamentally different skills, and ChatGPT, out of the box, does not know the difference. What is actually needed is content engineered for your specific buyer. Content that qualifies while it educates. Content that sounds like it could only come from you, about your specific offer, for your specific audience. [ON SCREEN: "Truth three. A prompt is not a workflow."] Third truth, and this is the one that separates the coaches thriving with AI from the ones drowning in it. A prompt is a single instruction. A workflow is a system. Most coaches are using AI like this. Open ChatGPT, type a prompt, get an output, copy paste it, move on. That is not a system. That is a slot machine. Sometimes you get something decent. Most of the time you get mediocre. And you have no idea why it was good when it is good or bad when it is bad. The coaches winning with AI have workflows. Multi step systems where each stage feeds the next, where the AI has context flowing through the entire process, and where the output is consistent, on brand, and conversion ready every single time. Let me give you a real example. A business coach joined Rainmakers. Let us call him James. James was spending eight to ten hours a week on content. He started using ChatGPT and got that down to about five hours. Still mediocre output, but faster mediocre output. Here is what happened when we put him on the Rainmakers content system. Step one, he records a 20 minute voice note once a week. Just him talking about what he is seeing with clients, what is working, what is not, insights from his coaching calls. No scripting. No prep. Just his raw thinking. Step two, that voice note goes into our AI workflow. But this is not ChatGPT with a clever prompt. This is a purpose built system that already has James's voice DNA loaded. His specific tone, his vocabulary, his sentence patterns, his storytelling style. It has his offer architecture, his client results, his positioning. Step three, the system produces a week's worth of content. Social posts, email sequences, video hooks, ad copy variations. All of it sounds like James. All of it ties back to his offer. All of it is built to qualify his ideal client, not just attract attention. Step four, James reviews, makes minor tweaks, and publishes. Total active time, under one hour. His results after 60 days on this system. Cost per lead down 35 percent. Email reply rate up 4x. Sales call booking rate doubled. Not because he was producing more content. Because every piece of content was doing the right job. The difference. A prompt says, write me a LinkedIn post about mindset. A workflow says, take this founder's raw insight, filter it through their proven voice, align it with their current offer, structure it for their audience's sophistication level, and output it in a format optimised for their primary platform. Those are not even in the same universe. [ON SCREEN: "Voice. Offer. Market."] So let me pull this all together and show you why the system we have built inside Rainmakers works when everything else does not. It comes down to three layers that generic AI completely misses. Layer one, voice context. Our Copy Creator AI agent is not a blank window. It has been trained on high converting coaching copy, specifically coaching and consulting copy. When a client starts using it, it absorbs their specific voice patterns, their stories, their proof points. It learns how they talk, not how the internet talks. Layer two, offer context. Every piece of content our system produces is reverse engineered from the client's offer. Not, what is a good topic for coaches, but, what content would pre sell this specific offer, overcome these specific objections, and attract someone at this specific stage of awareness? The Weekly Content Engine does not just produce posts. It produces posts that move people toward a buying decision. Layer three, market context. The system understands market sophistication. If your audience has seen every 5 steps to scale post in existence, the system does not produce another one. It calibrates the messaging to where your market actually is. This is why content from our clients cuts through when everyone else's gets ignored. Those three layers, voice, offer, market, are what turn AI from a time saving tool into an actual competitive advantage. And that is why our clients do their content in one hour a week. Not because they are cutting corners. Because the system does the heavy lifting that used to take all week. [ON SCREEN: "Their behaviour is telling you"] Now I know someone watching this is thinking, okay Chris, but I have seen AI generated content that is pretty good. My clients do not know the difference. To that I would say, your clients are not telling you the difference. But their behaviour is. Look at your numbers. Look at your DMs. Look at your engagement rate versus six months ago. Look at your sales page conversion. Look at how many people start your emails but do not click. The data does not lie. Your audience may not be able to articulate why your content feels different. But their thumbs know. They are scrolling past you, and they do not even know why. And the other thing I hear. I am just starting out, I cannot afford proper systems yet. With respect, you cannot afford not to. If you are building your brand right now on generic AI copy, you are building on a foundation that is actively working against you. Every piece of generic content you publish trains your audience to ignore you. That is not a problem you can fix later with better content. That is an audience you have already lost. [ON SCREEN: "Two camps"] Let me leave you with this. The coaching market in 2026 has split into two camps. Camp one, coaches using AI the way everyone told them to. Prompts, templates, viral hooks. Producing content that sounds like everyone else and watching their numbers flatline. Camp two, coaches who figured out that AI is only as good as the context you give it, and who have built systems that make their content sound more like them, not less. The gap between those two camps is widening every single week. And the uncomfortable truth is that if you are in camp one, the longer you stay there, the harder it gets to climb out. Because your audience is being trained, right now, to scroll past you. Here is what I would do if I were you. Step one, stop using ChatGPT for any client facing copy until you have a system that includes your voice, your offer, and your market context. Step two, audit your last 30 days of content. Read it out loud. If it does not sound like something you would actually say to a friend over coffee, it is failing the voice test. Step three, build or buy a system that does the context work for you. If you want the shortcut, Rainmakers OS is seven dollars to test drive. You get the Copy Creator, the Weekly Content Engine, the Fast Cash Campaign builder, and a community of coaches who are actually implementing this. Not a course. Not a PDF. The working system. The link is in the description. But even if you never join, do the audit. Read your last month of content out loud. If it does not sound like you, it is not working for you. And every day you leave it up, it is working against you. I will see you in the next one.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: https://www.youtube.com/watch?v=qYL-zwzkl80 Content pillar: Client Acquisition Machine Hook template used: Story Open Target runtime: 16 minutes (2,400 words at 150 words per minute) Title options 1. This One Funnel Took Me From $40K/Month to Selling My Business (Full Breakdown) 2. The Coaching Funnel That Made Me $210K/Month 3. I Built 60% Of Seven Strategies. Then I Built One Complete System. Thumbnail direction Chris sitting casually in a cafe with the laptop open showing a funnel diagram. A large graphic arrow reads $40K to $210K. Clean, minimal, dark background with a green money accent. No clutter, no stock imagery. The script [ON SCREEN: "Letter of intent"] I was sitting in a cafe in Bali when a WhatsApp came through. Letter of intent. Final terms. I opened it, scrolled to the number, and just stared. Lots of commas and lots of zeros. For a coaching business. The kind everyone told me had no real equity. Five weeks later, I was completely out. No earnout. No golden handcuffs. No stick around while we figure this out. Clean exit. The buyer did not want me. They wanted what I had built. And what I had built was not a personal brand. It was a machine. But here is the part nobody talks about. Two years before that WhatsApp, I was stuck. Stuck at forty grand a month, bouncing between twenty five and sixty, doing everything the gurus tell you to do, posting daily, running webinars, sending DMs, launching challenges, and still could not predict what next month would look like. This video is the full story of how one funnel, not a tactic, not a hack, one complete ecosystem, took me from that chaos to two hundred and ten thousand dollars a month, and ultimately let me sell the entire business for a life changing number. I am recording this because the version of me that was stuck at forty K needed this video and it did not exist. Everyone was selling me the next tactic. The next traffic source. The next funnel template. But nobody showed me what a complete system actually looks like from end to end. I am Chris Dufey. I built and sold a multi seven figure coaching business. I have been behind the scenes building the lead and sales systems of 7, 8 and 9 figure info and coaching businesses. Now I run Rainmakers, where I help coaches and consultants build the same kind of systems I am about to show you. [ON SCREEN: "I built pieces of a funnel"] Before I show you the system, I need to tell you what I was doing wrong. Because if you are stuck right now, there is a very good chance you are making the exact same mistake. I had tried funnels before. They did not work. But looking back, I did not actually build a funnel. I built pieces of one. I had an ad but no real follow up sequence. Or a VSL but no retargeting. Or a call script but no pre qualifying system. I kept jumping to the next tactic before finishing the last one. Because that is what confused, overwhelmed people do. I was doing 60 percent of everything and wondering why nothing worked consistently. One week organic would bang. Next week, only my mum liked the posts. I would run a webinar. 200 registered, 40 showed, closed two. Then I would try ads. Burned eight grand in three weeks. 60 leads. 12 calls. One close. I was sitting there at 4:30am staring at my ads dashboard thinking, I have no idea how to get this to work. Here is what I finally figured out. A funnel is not a landing page. It is an ecosystem. Every piece has to work together or the whole thing falls apart. So I asked myself one question that changed everything. What if I just built one complete system, every piece working together, instead of 60 percent of seven different strategies? I stripped everything back. Killed the webinars. Killed the challenges. Stopped posting daily. And I built one thing. A complete funnel ecosystem. [ON SCREEN: "Step 1. The ad sells the click."] Here is the system. Three core steps. But the magic is not in the steps themselves. It is in everything that connects them. Step one. The ad sells the click. Not your program. Not your methodology. Not your price. The click. This is where most coaches blow it immediately. They try to cram their entire value proposition into a Facebook ad. The modules, the transformation, the methodology, the price. And the ad dies. The ad's only job is one micro yes. Curious? Click. Not interested? Keep scrolling. That is it. When I stopped trying to convince and started creating curiosity, everything shifted. The ad became a filter, not a megaphone. Result, cost per lead dropped from $45 to $18. [ON SCREEN: "Step 2. The DTO does the heavy lifting."] Step two. Once they click, they hit the Direct to Offer video. This is the engine of the entire system. The DTO explains the problem. Why conventional advice is not working. What actually moves the needle. But, and this is critical, the DTO is not closing the sale. It is getting them to book a call. Think about the difference. If someone watches 15 minutes of you explaining how this works, sees proof it is real, sees the results, and then books a call, they are 70 percent sold before the conversation even starts. Compare that to a cold discovery call where you are starting from zero. Result, booking rate went from 8 percent to 34 percent. Step three. The call closes what is already open. By the time someone gets on the phone, here is what has already happened. They have watched the full DTO. They have received two to three emails that pre handle every major objection. They have watched multiple trust building videos from what I call the Binge Bank. They have answered qualifying questions. They have got a confirmation email. They have received a text with a case study. They show up pre sold. Our closer was not selling. He was confirming fit and walking through next steps. That is a fundamentally different conversation. Result, close rate hit 72 percent. The system did the work before the human showed up. [ON SCREEN: "The skeleton does not convert on its own"] Now here is where I need you to really pay attention. Because the three steps I just gave you, ad, DTO, call, that is the skeleton. But the skeleton does not convert on its own. It is the supporting pieces that turn a funnel into a machine. Retargeting that brings people back who watched the DTO but did not book. Most people need multiple touches. If you are not retargeting, you are leaving 80 percent of your warmed up audience on the table. The email sequence that handles objections between the opt in and the call. Not generic nurture. Specific, objection crushing emails that address the exact reasons someone would hesitate. Binge Bank content, a library of short trust building videos that prospects consume between seeing the ad and getting on the call. These are not social media posts. These are strategically placed proof and authority pieces that compound trust over days. A pre qualifying system that filters out tyre kickers before they ever reach your closer. Your closer's time is the most expensive resource in your business. Every unqualified call is money burned. A confirmation sequence that gets them to actually show up. Booked does not mean showed. SMS reminders, case study drops, expectation setting emails. This sequence is the difference between a 40 percent show rate and an 85 percent show rate. A follow up system for people who no show or need more time. Not aggressive. Not desperate. Strategic re engagement that keeps the door open. This is what I mean when I say ecosystem. Every piece feeds the next piece. Remove any one of them and the whole machine underperforms. This is why building 60 percent of seven strategies never works. You need 100 percent of one. [ON SCREEN: "$42K. $78K. $140K. $210K."] Here is exactly what happened once the full ecosystem was in place. Month one, $42K. Same revenue I had been hovering around, but now from one source instead of seven. The chaos was gone. I could see what was working and what was not. Month three, $78K. The optimisation started compounding. Small tweaks to the DTO, tighter email sequences, better retargeting creative. Each improvement multiplied through the whole system. Month six, $140K. At this point the system was predictable. I knew exactly what a dollar in produced in revenue out. I could forecast. I could plan. I was not guessing anymore. Month nine, $210K. Same offer. Same team. But the machine had been refined over and over. Every piece was working harder because every other piece was supporting it. And here is the part that matters most. I was working less. Not more. Less. The funnel ran. The team followed the playbook. My job became making the machine better, not being the machine. [ON SCREEN: "A job pays when you show up. An asset pays anyway."] That is when something hit me that I had never really understood before. I was not building a coaching business anymore. I was building an asset. And there is a difference between a job and an asset that most coaches never think about. A job pays when you show up. An asset pays whether you show up or not. Before this system, if I took my hands off the wheel for a week, revenue dropped. The sales guy would lose momentum. The ads would drift. Client experience would slip. I was the glue holding everything together with stress and willpower. After the ecosystem was in place, I could disappear for a month and revenue did not drop. Because the system did not need me. It needed the process. That is what made the business sellable. The buyer looked at it and saw a machine that produced predictable revenue with documented processes and a team that followed them. He did not need my face, my voice, or my daily involvement. He needed the system. Five weeks after I signed, I was out. And a few weeks later I got a message from the buyer. The business was up 30 percent from when I handed over the keys. He was barely touching it. The machine just ran. That is the real validation. Not just that I got paid. But that the thing I built actually worked without me. [ON SCREEN: "Build one that could run without you"] Now, I am not saying you need to sell your business. But I am saying this. You need to build one that could run without you being online every day. Because if your business falls apart the moment you step away, you do not own a business. You own a job. And jobs are exhausting, even the ones wearing entrepreneur costumes. The goal is not grinding harder. It is building systems that work without you. That is what creates real freedom. Time freedom, disappear for a month, revenue does not drop. Mental freedom, stop carrying the entire load yourself. Money freedom, predictable income whether you are working or not. Now I know some of you are thinking, Chris, this sounds great but I am not at the level where I can build all of this. I am still trying to get consistent revenue. And that is exactly the point. You are not getting consistent revenue because you do not have a complete system. You have pieces. An ad here, a landing page there, some emails you wrote six months ago. The inconsistency is not because you need a new strategy. It is because the strategy you have is incomplete. You do not need a massive team. You do not need a huge budget. You do not need to be a marketing genius. You need three things working together. An ad that filters the right people, a DTO that builds trust and urgency, and a call that converts trust into transformation. That is the core. And the other thing I hear. I have tried funnels before and they did not work. Yeah. So did I. Because I built pieces of funnels, not ecosystems. If you built a landing page and ran some traffic to it and it did not convert, that is not a funnel failing. That is a half built system doing exactly what half built systems do. Nothing. [ON SCREEN: "Stop doing 60% of seven things"] Let me be real with you for a second. I remember what it felt like to be stuck. Forty seven tabs open. No idea which strategy would actually work. Grinding sixty hours a week and still not knowing if next month would be good or terrible. That is not freedom. That is a prison you built yourself. The way out is not doing more. It is building one complete system. Three core steps. One, an ad that filters the right people. Two, a DTO that builds trust and urgency. Three, a call that converts trust into transformation. Plus every supporting piece, retargeting, email sequences, Binge Bank content, pre qualifying, confirmation sequences, follow up systems, all working together as one ecosystem. That is it. That is the machine. Everything else is noise keeping you confused and overwhelmed. Now, if you want to see exactly how this system works end to end, how the ads connect to the DTO, how the emails handle objections, how the whole thing flows from first click to closed deal, I have put together a full free training that breaks down the entire ecosystem. Not theory. The actual system. Every piece. How it all connects. The link is in the description. And if you are past the point of figuring it out yourself and you want us to build this with you, inside Rainmakers we have got the full infrastructure. The AI agents that produce your copy, the funnel builds, the playbooks, weekly coaching with me and my team, and a community of coaches implementing this exact system. But even if you never work with us, stop doing 60 percent of seven things. Build one complete system. Because the funnel did not just make me money. It bought my freedom. And that is the real win. I will see you in the next one.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Contrarian Take Target runtime: 10 minutes (1,500 words at 150 words per minute) Title options 1. My Playbook To Scale To $300K/Month (The Perfect Sales System) 2. Tactics Are The Reason You Are Stuck At $50K 3. The Delivery System That Makes Scaling Unavoidable Thumbnail direction Chris beside a five box diagram labelled FLYWHEEL, ROADMAP, TRUST ENGINE, OPERATING SYSTEM, JOURNEY MAP. Overlay text reads $50K STUCK on the left and $300K/MONTH on the right. He is tapping the middle box. The script [ON SCREEN: "Tactics are why you are stuck"] Most coaches think they need more tactics to grow. The truth is, tactics are why you are stuck. If you are doing $20K, $50K, even $70K a month and you cannot break through, it is not because you are lazy, or dumb, or unmotivated. It is because you do not have a delivery system that makes scaling unavoidable. Today I am going to show you the exact system we use to take coaches from being stuck at $50K a month to scaling $300K, $400K, even $500K a month without them being the bottleneck. [ON SCREEN: "Random tactics create chaos"] Here is the problem. Most programs hand you random tactics. Run this funnel. Try this script. Post more content. But if you are still the operator, the one wearing 17 hats, those tactics only create more chaos. And that is why so many smart coaches stall out. They look successful, but behind the scenes they are exhausted, overwhelmed, and praying to the funnel gods. What you actually need is a delivery system. A machine that diagnoses what lever to pull. Gives you the exact playbook for that stage. Fuels it with predictable leads and sales. Keeps everything tracked and accountable. And guides you through the proven client journey. When you have this in place, scaling to $300K a month becomes math, not mayhem. [ON SCREEN: "1. The Flywheel"] One. The Flywheel. This is the diagnostic lens. The 8 growth factors that actually move the needle. Offers, funnels, ads, content, sales, delivery, retention, referrals. Without this, you are just guessing which lever matters. The Flywheel tells you what to focus on. Two. The Roadmap, playbooks plus stages of freedom. Think of this as your GPS. Every playbook you need, funnels, ads, SOPs, scripts, organised by the 4 stages of business freedom. Survival, you are doing everything yourself. Systems, you finally build leverage. Scale, predictable growth with a team. Sovereignty, the business runs without you. This is what makes growth inevitable. You always know what stage you are in, and the exact playbook to install next. [ON SCREEN: "3. The Trust Engine"] Three. The Trust Engine, your growth machine. It is how we turn strangers into raving fans and paying clients. Attention, ads, content, referrals. Trust Assets, binge bank, proof, VSLs. Funnel Stack, DM to close, self liquidating offers, workshops. Sales System, diagnostics and objections. Retention and Expansion, ascension and referrals. This is not guesswork. It is a predictable pipeline. Four. The Operating System, your control panel. None of this matters if it is not tracked. That is where the OS comes in. Metrics, scorecards, cadences. Inputs, activities, outputs, outcomes. This is how you actually know what is working and what is not. Five. The Client Journey Map, the experience. This is the timeline that removes overwhelm and shows clients exactly what is happening, step by step. Weeks 1 to 2, audit and roadmap. Weeks 3 to 4, offer and funnel. Weeks 5 to 6, ads and Trust Engine. Weeks 7 to 8, optimisation and sales scale. Everything sequenced so nothing feels random. They always know where they are headed. [ON SCREEN: "Boringly predictable"] Compare this to how most coaches operate. They are chasing the next tactic. They are duct taping funnels together. They are hoping ads will magically fix their pipeline. Meanwhile, our partners are installing a delivery system that makes hitting $300K a month boringly predictable. That is the difference between hustling for clients and building a business that runs like an asset. If you are done duct taping tactics and you want to see exactly how this delivery system works in your business, I made a free private training that walks through it step by step. The link is in the description. Watch it. Because once you see this system, scaling will not feel impossible anymore. It will feel inevitable.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Offer and Positioning Hook template used: Myth Bust Target runtime: 15 minutes (2,250 words at 150 words per minute) Title options 1. The Money Printing Offer: Why Most Coaches Have a Conversion Problem (Not a Lead Problem) 2. How To Engineer An Offer People Will Crawl Over Broken Glass For 3. Most Coaches Have Features. They Do Not Have An Offer. Thumbnail direction Chris holding up a single printed offer card to camera. Overlay text reads CONVERSION PROBLEM in green with NOT A LEAD PROBLEM struck through in red underneath. Dollar signs faded into the background. High contrast, green accent. The script [ON SCREEN: "You do not need more leads"] Most coaches come to me and say, I need more leads. I usually tell them they are wrong. What they actually need is a money printing offer. The difference between a coach with tons of leads who is broke and a coach with half the leads who is making six figures? It is the offer. In this video, I am showing you exactly how to engineer one. I built my last coaching company to multi seven figures using this exact framework. We have applied it to over 50 partners doing $52M plus collectively. One partner went from no offer at all to landing their first $50K contract. Another went from a $2K offer to a $20K offer and closed more deals at the higher price point. This is the system. By the end of this video, you are going to know exactly what makes an offer money printing and you are going to have a framework to build one for your specific market. [ON SCREEN: "Jockey, Horse, Christmas Lunch"] Before you even build an offer, you need to qualify three things. I have a framework I use. It is called Jockey, Horse, Christmas Lunch. Jockey. Is the coach a good operator? Can they execute? Do they have attention to detail? Will they follow the playbook? If the jockey sucks, it does not matter how good the horse is. You will still lose the race. Ask, have they built a business before? Are they coachable? Do they have systems? Horse. Is the business in a growing market? Is there actual demand for what they sell? Can they raise prices? Is it a real problem? You can have the best jockey in the world, but if the horse is lame, you are not winning. Is their market growing or shrinking? Are clients willing to pay premium prices? Christmas Lunch. Would I have this person over for lunch? Do you actually like them? Will you want to work with them for 12 months or more? Do not take on a client just for money. You will be miserable. And they will feel it. I turn down cheques all the time because the answer to this question is no. Life is too short. [ON SCREEN: "Features vs offers"] Now that you have qualified, here is the real question you need to answer. Do you have a high converting offer your market will chew glass and crawl through snow for? Most coaches do not. They have features. They have modules. They do not have offers. A feature sounds like this. 12 week program, 3 calls per week, access to templates. An offer sounds like this. Go from $95K a month to $413K a month in 90 days or your money back. We build your entire marketing system. You get our team running ads. You get the closing scripts. You get everything we use internally. A real offer solves a specific problem for a specific person and makes them think, I would be dumb not to buy this. Most offers sound like an apology. [ON SCREEN: "Four offers, not one"] Now let us talk about where offers live in your pipeline. Most coaches make the mistake of having one offer. Wrong. You need four. Offer one, the cold traffic offer. The purpose is to get them to take interest and click. You are asking for attention. This is usually free. A PDF. A video. A webinar. A challenge. It solves a micro problem or proves a concept. The bar is low. You just need them to opt in. Offer two, the lead nurture offer. The purpose is to get them into your sales pipeline. You are asking for a conversation. This might be a free strategy call, a free audit, a free workshop. At this stage they have already consumed content. Now you are asking, are you serious enough to get on a call? The bar is medium. You are filtering out tyre kickers. Offer three, the conversion offer. The purpose is to get them to buy your front end offer. This is where money changes hands. It might be a $49 a week subscription. It might be a $1K workshop. It might be a $5K VIP day. Whatever it is, it is your entry point into your world. The bar is high. They are pulling out their credit card. Offer four, the ascension offer. The purpose is to get them to buy your high ticket offer after they have proven themselves as buyers. This is your $20K, $50K, $100K offer. Once they have bought the $1K thing, they are a buyer. Now they can buy the $50K thing. But they have to come through the $1K door first. [ON SCREEN: "Nine elements of a money printing offer"] Now let us build inside one offer. What makes it money printing? Nine elements. One. Audience pain points. You cannot build an offer without understanding the pain. Not surface pain. Deep pain. For a business coach, that pain is, coaches are stuck at $95K a month, they are trading time for money, they are working 60 hour weeks, they are not building a business, they are building a job. If you cannot articulate their pain in 30 seconds, you do not know your market well enough. Two. Your USP. Be different, not better. Everyone says we are the best at X. Boring. What makes you different? For us it is, we do not teach marketing theory, we run the ads, we close the deals, you just run the business. Your USP should not be something you can teach in a course. It should be something only you can deliver. Three. Tangible and emotional benefits. Tangible, add $100K a month to your business. Emotional, stop trading time for money, build a real business, sleep at night. Do not just list features. Connect them to outcomes. Connect outcomes to feelings. Four. Offer structure. Core, what is the main thing? Bonuses, what extras make it irresistible? Guarantees, what is your skin in the game? The bonuses make it feel more valuable. The guarantee removes the risk. Five. Pricing. Price is an objection. Price it too low and you look cheap. Price it too high and nobody buys. Price it right and it feels like a steal. The framework is cost of delivery plus desired profit margin plus market benchmarks. And here is the real talk. If you increase your price and your close rate goes down, you are not explaining the value well enough. Six. Urgency and scarcity. Scarcity, only 3 spots available this month. Urgency, price increases Friday. Urgency is fake if it is fake. But real scarcity works. Real deadlines work. We have a full success guarantee, which means we can only take so many partners. That is real scarcity. Seven. Objection prep. Before they buy, they are thinking, is this real? Will this work for me? Can I afford this? What if it does not work? Build your offer to answer these before they ask. Eight. Persuasive messaging and storytelling. This is copy. This is VSLs. This is the way you talk about the offer. Problem, agitation, solution, proof, offer, urgency. Do not copy someone else's sales page. Build your own. Use your voice. Nine. Credibility and testimonials. Show proof. Show partners who went from $95K to $413K. Show $52K in a week. Show real results. If you do not have testimonials yet, get them. Deliver amazing work. Ask for feedback. Turn it into proof. [ON SCREEN: "Five awareness levels"] Here is a concept that changes how you talk to your market. Gene Schwartz called it awareness levels. The person who sees your ad is in one of five awareness states. And your offer messaging needs to match where they are, not where you want them to be. Completely unaware. They do not know they have a problem. Your job is to make them aware of it. You think you need more leads. You do not. You have a conversion problem. Messaging is long form. You are educating. Problem aware. They know they have a problem but do not know the solution. Your job is to show them the solution exists. There is a way to go from $95K to $413K without adding ad spend. Messaging is faster. You are narrowing in. Solution aware. They know the solution exists but do not know you are the solution. Your job is to show them you are different. We do not teach marketing. We do the marketing. You run the business. Messaging is direct. Product aware. They know you exist but are not sure if your offer is right for them. Your job is to remove doubt. Show case studies. Show your guarantee. Show proof. Messaging is proof heavy. Most aware. They know you and want to buy. They are just deciding now or later. Your job is to create urgency. Only 3 spots this month. Price increases Friday. A lot of coaches use most aware messaging with completely unaware people. That is why their ads flop. [ON SCREEN: "Front end and back end economics"] Last piece. You need to think about your offers as a system, not standalone. There is front end economics and back end economics. Front end offer economics. Price is usually lower. $7, $49, $497, $2K. The goal is to get them to say yes once. Break the ice. The math looks like this. Spend $100 on ads, get 10 leads, sell 1 for $500, that is $400 profit. Your front end offer might not be profitable on its own. It just needs to be profitable on the sequence. Back end offer economics. Price is usually higher. $20K, $50K, $100K plus. The goal is to sell to people who have already bought something smaller. Sell 1 front end client for $500, then sell them the back end for $50K, that is $49.5K profit. This is where the real money is. Your job is not to have one offer. It is to have a ladder. Then LTV minus gross profit. This is the amount of money you make from a customer over their lifetime, minus cost of goods. A customer pays $500 for front end, then $50K for back end, then $5K a month recurring, that is $60K lifetime value. If your ad cost to acquire them was $100, your LTV gross profit is $59.9K. This is the number that matters. Not how many leads you get. How much you make per customer over time. [ON SCREEN: "Common objections"] How much should I charge? Three ways to think about it. What is your cost of delivery plus desired margin? What are competitors charging? What is your lifetime value gross profit? Pick the highest number. My offer is not that special. It is not your offer that is special. It is your positioning. How you talk about it. The results you guarantee. That is what makes it money printing. I do not have social proof yet. Get it. Take on 1 or 2 projects at a discount. Deliver insane results. Ask for testimonials. That is how we all started. This seems too sales y. You are a professional. You spent years mastering your craft. The person who can articulate the value clearly wins. That is not sales y. That is respect. If you want to see this applied to your specific business, book a free demo call. We will look at your current offer and show you exactly how to engineer one that prints money. Link below. And if you are a DIY coach, we have OS and OS Pro. Both include offer templates and positioning frameworks. The offer is the foundation. Get this right before you buy more ads. Most coaches do it backwards.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Shock and Stat Target runtime: 17 minutes (2,550 words at 150 words per minute) Title options 1. How to Scale Your Coaching Business to $1M to $10M a Year (The 8-Accelerator Flywheel) 2. Improve 8 Levers By 17% Each And Watch What Happens 3. You Do Not Need To Double Anything. You Need 17%. Thumbnail direction Chris pointing at a circular flywheel diagram with eight labelled spokes. Overlay text reads 8 ACCELERATORS in white with 248.9% PROFIT INCREASE in green at the centre of the wheel. Clean diagram, dark background. The script [ON SCREEN: "17% each. 248.9% profit increase."] Let us say you ask me over coffee to help you double, triple, maybe even 10x your coaching business in the next 12 months. You probably think I would need to completely rebuild everything. You would be wrong. I would actually only need to improve eight specific levers by 17 percent each. This is the framework that built my last company. One of our partners did a 248.9 percent profit increase using this exact system. Another partner went from $400K a year to multi millions. The eight accelerators work together. Alone they are cool. Together they are universe changing. By the end of this, you will know exactly which accelerators to pull and in what order. This is not theory. This is mechanics. There are 8 accelerators in a coaching business. Most coaches have 1 or 2 working well. That is why they are stuck. And here is the real insight. You do not need to move each one by 100 percent. You only need 17 percent improvement in each to hit a 248.9 percent profit increase in 12 months. 1.17 multiplied by itself eight times equals 3.489. That is a 248.9 percent increase. When I say 17 percent, that is not magic. That is just incremental improvement. Most of you are leaving money on the table because you are trying to do zero percent on most of these and 200 percent on one. Wrong approach. [ON SCREEN: "Accelerator 1. Increase leads."] Let us start with the most obvious one. More leads. Increase ad spend by 17 percent. Spending $100 a day? Spend $117 a day instead. This assumes your ad machine is working. If it is not profitable, do not do this. Plus, add one extra call to action per week into your nurture sequence. You are doing 2 emails per week? Do 3 instead. That email just says, do you want to see if we can work together? Reply yes. You would be shocked how many people will reply to an email if you ask them directly. If you are getting 10 leads per week and 30 percent convert to calls, you are getting 3 calls. If you get 12 leads and still convert at 30 percent, you get 3.6 calls. Does not sound like much. Over 12 months, that is an extra 7 to 8 deals. [ON SCREEN: "Accelerator 2. Increase conversions."] Now here is where most coaches think their problem is. But they need to be smarter about where they improve. Test headlines on your opt in page, aim for an 8 percent jump. Use proven headline templates. How to get a desired outcome without a common objection. For example, how to add $100K a month without adding ad spend. Plus, upgrade your sales script and process. If your sales process is just have a conversation, that is not a process. It is hoping. Build a script that uncovers pain, positions your offer, handles objections, and closes. Aim for a 5 to 10 percent increase in close rate. The math. 2,400 leads per month. Current opt in rate 30 percent, that is 720 leads. New opt in rate 38 percent, that is 912 leads. An extra 192 leads per month. You do not need more leads. You need your offers and your scripts to work better. Then leads matter. [ON SCREEN: "Accelerator 3. Increase transaction size."] Here is the one most coaches skip. They think raising prices kills sales. Usually the opposite is true. A $700 a month offer becomes an $819 a month offer. That is a 17 percent increase. If your offer is truly valuable, people will pay more for it. And the magic insight. Your conversion rate often goes up when you raise the price. Why? Because serious buyers gravitate toward premium. Bargain hunters disappear. A $7K program attracts tyre kickers. A $20K program attracts people ready to buy. 100 clients per month at $700 is $70K a month. 100 clients at $819 is $81.9K a month. But usually it is better than that. 95 clients at $819 is $77.8K a month, same revenue, fewer clients to manage. Even better, 110 clients at $819 is $90K a month. Raised price, more closures. Real example. One of our partners increased their offer from $2K to $20K. Close rate went from 15 percent to 22 percent. That is not a coincidence. That is better positioning at a higher price point. [ON SCREEN: "Accelerator 4. Decrease churn."] Next lever. This one kills your long term game if you ignore it. Current churn 4 percent per month, 96 percent retention. Target churn 3.32 percent per month, 96.68 percent retention. This sounds tiny. But watch the math over 12 months. How to hit it. Better onboarding. The first 30 days are critical. Day 1, welcome call plus clarity on goals. Day 7, quick win, show them it is working. Day 14, check in, what are you noticing? Day 30, big result or pivot. And run a 12 day fast cash campaign to get them a quick win early. You lose people who do not see results. Get them a result in 12 days. The math over 12 months. 100 new clients per month at 4 percent churn leaves you with 697 clients at the end of the year. Same scenario at 3.32 percent churn gives you 734 clients. That is 37 extra clients. At $2K a month that is $74K a month extra revenue. Churn compounds. Negative churn is wealth building. Positive churn is a treadmill. [ON SCREEN: "Accelerator 5. Increase offers."] Now we are talking about how to make more money from the same client. Each client brings you $2K a month in their core program. What else can you sell them? For fitness coaches, affiliate supplements, nutrition plans. For business coaches, bookkeeper referrals, VA services, marketing. For life coaches, related programs, masterminds, workshops. Real example from Rainmakers. We had a core offer, OS, OS Pro, and the Accelerator. We added done for you marketing and sales systems. That internal add on went from zero to a high revenue channel. We did not change our core business. We just added one more offer along the pipeline. The math. 100 clients buying your core offer at $2K a month. 20 clients also buying a complementary service at $500 a month is $10K a month. That is $10K additional from the same 100 clients. You are already in the relationship. You already have their trust. Offering complementary services is not sleazy. It is service. [ON SCREEN: "Accelerator 6. Increase your total market."] This one is about expansion. Growing your market, not just your penetration. If you only serve solopreneurs doing $100K a year, your addressable market is maybe 50,000 people. If you expand to entrepreneurs at any revenue level, it is 500,000 people. How to hit it. Serve different revenue stages. We serve coaches at $50K, $250K, $1M plus per month. Expand geographically. Go international, we have partners in Australia, the UK and Canada. Expand by niche. We serve fitness coaches, business coaches, life coaches. Expand by problem. Instead of just lead gen, also offer fulfilment. We started with, we help coaches with sales funnels. We expanded to, we help coaches with their entire business system. That is a bigger market. 10,000 addressable customers at 1 percent penetration is 100 clients. 50,000 addressable customers at 1 percent is 500 clients. That is 4x growth just from expanding your market. [ON SCREEN: "Accelerator 7. Increase profits."] This is about the bottom line. Revenue is not profit. Two parts. Part A, upsell and cross sell existing clients. You have 100 clients in your core program. How many also buy your premium offer? Most, less than 5 percent. Better, 20 percent plus. Most revenue is left on the table in your existing client base. Part B, cut unnecessary expenses. Look at your expense sheet. What are you paying for that is not driving revenue? Many coaches have subscriptions they do not use, contractors who are not delivering, overhead that is dead weight. Cutting 10 to 15 percent of expenses usually does not hurt operations. Software tools, are you actually using that $400 a month platform? No? Done. The math. 100 clients at $2K is $200K a month revenue. 20 percent upsell to a $5K offer is 20 additional at $5K, that is $100K a month. Cut expenses from $80K a month to $70K a month, that is $10K a month more profit. That is $110K more profit per month. [ON SCREEN: "Accelerator 8. Operational efficiency."] Last one. This is about doing more with less by building systems. Automate repetitive admin tasks. Build a company operating system, processes, checklists, documentation. Build systems for client onboarding, content creation, sales and follow up. Document your processes, do not keep them in your head. Identify what can be automated. Identify what can be delegated. Identify what only you can do, close big deals, strategy. Real example. You spend 10 hours a week on admin. You make $500 an hour on high value work. That is $5K a week in opportunity cost from admin. Hire a VA for $500 a week to handle admin. You have freed up 10 hours per week to do $5K work instead. That is a $4.5K a week increase in profit. You need a company operating system. Not complicated. Just documented. When tasks are documented, they can be delegated or automated. [ON SCREEN: "The Thanos metaphor"] Here is how I think about the eight accelerators. In Avengers, Thanos has the Infinity Stones. One stone alone? Cool. But not that powerful. Two stones? Better. But still manageable. You get all six stones? You can reshape the universe. Same with these eight accelerators. You might have leads nailed. But if your sales script sucks, you are dead. You might have great conversions. But if your churn is high, you are on a treadmill. All eight working together? That is when you reshape your business. The coach with 1 or 2 accelerators working is frustrated. They are working hard and going nowhere. The coach with all eight dialled? They are building something. You do not need to move all eight simultaneously. But you need a plan for all eight. [ON SCREEN: "Sequence matters"] Here is what breaks most coaches. They know what to do but not the sequence. The correct sequence for most coaches is this. Fix your offer. Fix your sales script. Add leads only after those two are working. Optimise your onboarding to decrease churn. Add complementary offers. Raise prices and test new markets. Build systems for efficiency. Cut fat from operations. Do them in the wrong order and you waste a year. Do them in the right order and you 3x in 12 months. This is too much to focus on? You are right. Do not focus on all eight. Focus on two. Get those working. Then add the next two. This is a 12 month plan, not a 30 day plan. My business is different? Every coaching business has these eight levers. Maybe your terminology is different. But you are either getting leads, converting them, retaining them, or you are not. The framework applies. I cannot improve by 17 percent on all of these? You probably can improve by 17 percent on most. Pick three. Focus on those. See what happens. If you want us to diagnose which accelerators are broken in your business and tell you exactly which ones to pull first, book a free strategy call. That is what we do for all our partners. Link below. What is the one accelerator that would move the needle most for your business right now? Answer that question. Start there. That is how you compound.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: https://www.youtube.com/watch?v=6M3ToCbCqJA Content pillar: Client Acquisition Machine Hook template used: Contrarian Take Target runtime: 18 minutes (2,700 words at 150 words per minute) Title options 1. The 12-Day Fast Cash Campaign That Changed Everything 2. How To Get Clients In 12 Days With No Ads And No Funnel 3. The System We Use So New Partners Pay For Themselves In Two Weeks Thumbnail direction Chris with a slight smirk, a countdown timer graphic reading 12 DAYS beside him. Cash or bank notification visuals faded behind. Overlay text reads NO ADS, NO FUNNEL in white. Conspiratorial energy, like he is sharing something he should not. The script [ON SCREEN: "My team did not want me sharing this"] My team does not want me sharing this. If this goes live, you should know I won an argument about it. This is a system we use internally to help new partners self liquidate the cost of joining us within 7 to 14 days. It is basically a money printing machine. And I am walking you through the entire thing. We have used this with over 50 partners. One partner made $52K in a week using this system. Another did $100K plus their first week. One partner landed a $566K deal using the frameworks here. This is not theory. This is what actually works when you execute. By the end of this video, you are going to have the exact step by step system to get leads, book calls, and close deals in 12 days flat. Most importantly, you are going to understand why this works and how to use it for the long term. [ON SCREEN: "Why this exists"] Let me explain why we created this in the first place. Two reasons. First, coaches kept coming to me and saying, I need cash and clients fast. I have been struggling. I need a win now. After years of struggling, they were desperate for quick results. Their confidence was shot. Their bank account was shot. They needed momentum. Second, I needed a quick wins process for new Rainmakers partners. When someone joins us, it costs money. And they are thinking, will this actually work? I needed to prove it works in 14 days so they would stay committed. This system was born from necessity. And it has worked. This is my best magic trick. It is how to get leads quickly with no ads and no funnels, and turn those leads into clients in a compressed timeframe. Day 1 to 3, setup and outreach. Day 4 to 7, book calls. Day 8 to 12, close deals. The result is quick cash in the bank, proof that the system works, and momentum to keep going. This only works if you use it. Do not watch this and then consume more content. Watch this and execute today. [ON SCREEN: "Day 1 to 3. Build your list."] First, you need a list of people to reach out to. This is not cold outreach to strangers. This is warm outreach to people in your network or people who know you. How to build the list. LinkedIn connections in your niche. Your email list from previous marketing. Followers on Instagram you can DM. Past prospects who did not buy. Referral requests from current clients. Target 100 to 200 people to reach out to. If you do not have a network, this system does not work. Go build one first. Go add 500 LinkedIn connections. Go follow 1000 Instagram accounts. But you need a network to activate. [ON SCREEN: "The outreach script"] Here is exactly what you send. In DMs. In emails. On LinkedIn. The same message, adapted slightly to the medium. Four parts. One, personalisation in the first line. Hey Sarah, I saw your post about a specific thing. Interesting perspective. Two, relevance. I have been working with coaches like you on their specific pain. Thought you might find this valuable. Three, the ask. Curious if you are open to a quick 15 minute call next week to see if there is a fit? Four, make it easy to say yes. No pressure. Just want to chat. Put it together and it sounds like this. Hey Sarah, I saw your post about scaling your coaching business. Interesting perspective. I have been working with coaches on exactly this problem, we have helped 5 partners add $100K plus in the last quarter. Curious if you are open to a quick 15 minute call next week to see if there is a fit? No pressure. Just want to chat. This works because it is specific, relevant, and easy to say yes to. You are not asking for a huge commitment. Send 15 to 20 of these per day for three days. That is 45 to 60 outreaches. Most coaches send 5 and think it is enough. You need volume. Expect 5 to 10 responses, and 3 to 5 who are willing to get on a call. [ON SCREEN: "Day 4 to 7. Book calls."] When someone says yes, you need to make it dead simple to get on a call. Send a booking link immediately. Make it for the next 24 to 48 hours to create urgency. Send the Zoom link 2 hours before the call. Send an SMS reminder 15 minutes before. Friction kills deals. Before the call, you want to gather info and build rapport. Send them a quick PDF with 3 questions to answer before our call. A short sales video if you have one, 2 to 3 minutes max. A case study of similar results. You want them prepped and primed before the call. They are more likely to buy when they are invested. [ON SCREEN: "Day 8 to 12. The 15 minute call."] When you get on the call, here is the framework. 15 minutes max. Minutes 0 to 2, rapport. Thanks for hopping on. I know you are busy. Small talk. Find commonality. Minutes 2 to 7, discovery. Walk me through your situation. What is the biggest challenge right now? Listen more than you talk. Take notes. Identify their pain. So you are stuck at $95K a month and you are trading time for money. That is the pain point, right? Minutes 7 to 12, offer. Here is what I think would help. Position your offer. Paint the picture. In 90 days, you could be at $413K a month. No more trading time. A real business. Handle the objection. I know you have tried stuff before. This is different because of your unique mechanism. Minutes 12 to 15, close or next step. Does this make sense? If yes, great, here is how we get started. If no, what would need to be true for this to make sense? Usually they will tell you. Do not try to convince them. If they do not see the value, they are not the right fit. [ON SCREEN: "What you are actually selling"] What are you actually selling? It should be a low ticket front end offer. Not your premium service. A $497 intensive with a 30 day blueprint and 3 calls. A $2K small group program, 6 weeks, weekly group calls. A $5K VIP day, an 8 hour one on one intensive. The goal is to get them in the door. Prove you work. Then ascend them to your bigger offer later. They will say one of five things. I need to think about it. I get it. What specifically do you want to think about? Let us address it now. I do not have the money. What if we could make the first payment from the results? You start, and we prove it works first. I am not sure this will work for me. I have done this with 50 plus coaches in your exact situation. Here is a specific example. Why would not it work for you? I want to talk to my partner. Great idea. Why do not we get them on a quick call tomorrow? Then everyone is on the same page. Can you send me more info? I could, but honestly, most info gets lost in email. Why do not we set up a 15 minute follow up next week? Objections are not rejections. They are requests for more information or proof. [ON SCREEN: "The compounding effect"] Here is the magic of this system. It works alone. But it works 10x better with the full marketing system. Day 1 to 12, you close some deals with direct outreach. Week 3 and beyond, your ads start running. Month 2, your nurture sequence kicks in. Month 3, your influence keeps building. The result is you go from 5 deals in 12 days to 5 deals per day by month 6. This fast cash system proves the offer works. Then you scale it with ads and nurture. Partners have made $52K in a week using this system. Another did $100K plus their first week. One landed a $566K deal using these exact frameworks. On average, partners close 3 to 7 deals in 12 days with zero ad spend. [ON SCREEN: "Execute today"] This feels like cold outreach and sales y. This is not cold outreach. This is warm outreach to people who know you or are in your network. And yes, it is sales. You are a professional. You should be able to sell. I do not have a network to reach out to. Then build one. Spend the next 30 days adding connections. Follow people. Engage with posts. Build relationships. Then run this system. What if nobody responds? Two possibilities. Your message is not compelling, or you are reaching out to the wrong people. Test both. Change the message. Change the list. One of them is the problem. I do not want to be pushy. You are not being pushy. You are being useful. You have a solution to their problem. Offering it is service, not pushiness. Big difference. This is the most important thing I will say in this video. This system only works if you execute. Not if you watch. Not if you plan. Execute. Today. Right now. Get the list. Send the first 20 outreaches. Do day one today. The people who watch this and execute win. The people who watch and plan lose. Do not be a planner. Be a doer. If you are a coach doing $50K plus per month and want us to run this entire system for you, book a demo call. We will show you exactly what it looks like in your business. Link below. Day one. That is all I am asking. Do day one today. Send 15 to 20 outreaches. Come back tomorrow and let me know how many calls you booked. I bet it will surprise you.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Question Hook Target runtime: 17 minutes (2,550 words at 150 words per minute) Title options 1. The Million Dollar Microwave: Why Your Leads Go Cold (And How to Reheat Them) 2. The Six Cogs Between A Lead Magnet And A Sales Call 3. Most Of Your Profit Lives In The Part You Skipped Thumbnail direction Chris beside a six cog diagram, each cog labelled EMAIL, SMS, CALL, CONTENT, RETARGETING, WORKSHOP. Overlay text reads THE MILLION DOLLAR MICROWAVE in warm orange. He is turning one of the cogs with his hand. The script [ON SCREEN: "Almost nobody buys on the first touch"] Only a very small percentage of people will see your ad, opt in to your lead magnet, watch your content, and immediately buy. If you do have this conversion happening at scale, stop this video and go drink a coconut. For the rest of us, we need something else. We need to warm up cold leads. That is the million dollar microwave. And it is the single biggest profit driver for coaching businesses. This is the system that made my last company multi seven figures. Same system our partner portfolio uses. One partner went from 10 booked calls per week to 60 booked calls per week using this. Another partner went from broke to $566K in sales using just the nurture sequence without any ads. By the end of this video, you are going to know the six cogs of the microwave system and exactly how to build each one. This is the system between lead magnet and sales call. And it is where most of your profit comes from. [ON SCREEN: "Why microwave?"] Why microwave and not some other metaphor? Leads come in cold. They opt into your lead magnet. They are interested. But if you let them go cold, you will lose them. Most will forget about you in 48 hours. You need a microwave to warm them up. Keep them hot. Get them ready to buy. The old paradigm was see ad, opt in, buy. The new paradigm is see ad, opt in, consume 6 to 8 touchpoints over 2 to 4 weeks, buy. One email is not enough. One video is not enough. You need a sequence. You need multiple channels. That is the microwave. There are six cogs in this machine. Pull all six and it works. Pull three and it is half effective. Pull one and nothing happens. [ON SCREEN: "Cog 1. Email."] Email is still the highest ROI channel. I do not care what anyone says about TikTok. Email converts better. Two email sequences. First, the new lead sequence, seven days or more. Day 1, lead magnet delivery plus a quick win, a 5 minute video proving the concept. Day 3, case study, show real proof. Day 5, objection handling, address the scepticism. Day 7, offer plus urgency, book a call. Each email should be 2 to 3 paragraphs max. Short. Punchy. One call to action per email. Second, the broadcast process, monthly. Once they are through the sequence, they go to a weekly or monthly broadcast. This is not always a sales pitch. Mix of tips, case studies, offers, updates. The goal is to stay top of mind. When they are ready to buy, you are the first person they think of. The calls to action in emails. Book a call, schedule a strategy call to see if we can work together. Reply, reply YES if this resonates. Watch a video, watch this 3 minute video on how we do it. Read, read this case study of a coach who went from stuck to $413K. Do not be shy with CTAs. Make them obvious. Make them directional. [ON SCREEN: "Cog 2. SMS."] SMS has the highest open rate of any channel. Most coaches ignore it. When to use it. First registration SMS. Hey Sarah, thanks for opting in. Check your email for the lead magnet. And if you want to skip the email, here is the link directly. Reminders. Call with Chris in 2 hours. Here is the Zoom link. Personal touch after a workshop. Hey Sarah, loved having you in the training. Any questions? DM me. Urgency. Last spot available for Friday's workshop. Claim it here. Do not overdo SMS. One per week max. But use it strategically. It converts. Webinar registered? SMS reminder 2 hours before. Email opened? SMS 2 hours later, did you get a chance to watch? Workshop attendee? SMS next day, what was your big takeaway? [ON SCREEN: "Cog 3. Call."] This is not your close call. This is your qualification call. Two types. The application call, before the strategy call. The goal is to qualify if they are even worth a full strategy call. 15 minutes. Listen more than you talk. Tell me about your situation. What is your biggest challenge? How long has this been going on? What would solving this be worth to you? Then decide. Based on what you have shared, I think you are a fit. Let me send over some info and we will hop on a full strategy call next week. Follow up calls, after content or workshops. The goal is to re engage someone who did not convert on first touch. 10 minutes. Hey, I know you attended the workshop. Any questions? Anything you want to dive deeper on? Here is what your competitors probably are not doing. Calling people who opt in. Call half your opt ins. You will convert 20 percent into sales calls just from the conversation. [ON SCREEN: "Cog 4. Content that converts, not content that grows."] This is where most coaches fail. They think content means TikTok videos and Instagram posts. Wrong. Content in the microwave is about conversion, not followers. Principle one. Only talk contrarian points of view. Not, here is a tip on how to close more deals. Yes, here is why the script everyone teaches is wrong and what actually works. Not, 5 tips for scaling your business. Yes, scaling does not start with leads, it starts with retention, here is why. Your hot takes are what stand out. Boring tips will not move people to buy. Principle two. Quality over quantity. You only need 6 killer videos. One pillar direct to offer video that teaches a complete framework, and 3 to 5 supporting videos. An example content map. Pillar, the 5 stage pipeline, full teaching, 12 minutes. Supporting one, why most coaches have a conversion problem, 3 minutes, linked in email. Supporting two, the number one mistake in your sales script, 2 minutes. Supporting three, how to price your offer, 3 minutes. Supporting four, the churn crisis, 2 minutes. You do not need 50 videos. You need 6 great ones that reinforce each other. Distribute them through email, YouTube for the pillar, and embed them on your sales pages. [ON SCREEN: "Cog 5. Retargeting."] This is ads to people who have already opted in. Not cold traffic ads. Build the audience from your email list. Segment by pipeline stage. Stage 1, just opted in, show get to know Chris content. Stage 2, watched the video, show case studies. Stage 3, on a strategy call, show testimonials. Stage 4, said no, show, we worked with coaches like you who were sceptical. One specific campaign per stage to move them to the next step. You are not converting them cold. You are warming them warm. This is 50 percent cheaper or more than cold traffic. An example. Audience, people who watched the 5 stage pipeline video. Campaign, a 30 second case study of the $413K result. Call to action, watch the full breakdown. Run the same audience on Google, Facebook and Instagram. One winning creative. Keep it running until it dies. [ON SCREEN: "Cog 6. Workshop. Only at $100K/mo."] A workshop is a free or paid training that solves one specific problem so well that they think, if I want this result, their paid program is the perfect solution. Only launch this when you are doing $100K a month or more. If you are not at this level, focus on the other five cogs first. How it works. Promote via email, ads, organic. Deliver one specific result in 45 to 60 minutes. Do not over coach. Solve one problem. End with, if you want to go deeper, we have a program for that. Two models. Drive to calls, mention your offer during the workshop and have a call to action to book a call after. Or close on the workshop, offer a workshop exclusive price if they buy during the training. Workshops are high value and high effort. Do not do them until you are ready. [ON SCREEN: "The whole journey"] So how does all this work as a system? Here is the journey. Day 1, they see an ad and click. Day 1 to 2, they opt in and get the lead magnet via email plus an SMS reminder. Day 3 to 7, the email sequence drips, they watch a video, retargeting ads remind them. Day 5, you call 50 percent of them. Day 7, email with the full offer and a call to action to book a strategy call. Week 2, they attend a workshop or book a strategy call. Week 3, strategy call and close. That is the microwave. Email heating up. SMS reminding them. Content reinforcing. Retargeting following them. Calls converting. Workshop closing. You create a layered, multi dimensional approach. Each touchpoint builds on the last. By the time they talk to you, they have consumed 6 to 8 pieces of content. They know you. They trust you. They are ready to buy. This is not complicated. It is sequential. It is systematic. That is why it works. [ON SCREEN: "Start with one cog"] This seems like a lot of channels. It is. But you do not launch all at once. Start with email. Get that dialled. Add SMS. Then add calls. Sequence matters. Will email unsubscribes kill me? A healthy email list has a 0.5 to 1 percent unsubscribe rate. That means 99 percent are staying. More importantly, the 1 percent who leave are people who were not going to buy anyway. You are filtering out low intent people. I do not have content to send. So create it. Spend 2 hours this week and record 6 videos. 12 minutes each. That is content you will use for 2 years or more. Best time investment you will make. My audience is on TikTok, not email. Email still converts better. But build on TikTok and funnel to email. Use TikTok to get eyes. Use email to get sales. Different channels, same funnel. Most of our partners make 60 to 70 percent of their sales from nurture, not cold traffic. One partner went from 10 booked calls per week to 60 using this microwave. Another made $566K with zero ads using just this nurture sequence. If you are doing $50K plus and want us to build your entire microwave system, book a demo call. Link below. Start with one cog. Email. Build a 7 day sequence this week. Send it to your current opt in list. See what happens. Then add SMS. Then add calls. One cog at a time.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Contrarian Take Target runtime: 15 minutes (2,250 words at 150 words per minute) Title options 1. The #1 Skill That Lets You Profit $100K to $250K/Month (Even Without Ads) 2. It Is Not 2014. You Cannot Run An Ad Straight To A Sale. 3. The Front End Offer Is Not Meant To Make You Rich Thumbnail direction Chris in front of a pipeline graphic running left to right with real numbers under each stage. Overlay text reads THE FRONT END PAYS FOR THE LEADS in green. He looks confident and knowing, one hand tracing the pipeline. The script [ON SCREEN: "It is not 2014"] It is not 2014. You cannot run an ad directly to a sale. Anyone telling you that is selling you something. But here is what you can do. You can run an ad to a cheap lead. Get that lead to buy something small. That purchase covers your ad costs. Then you can sell to all the remaining leads who did not buy straight away. For free. That is the skill. And it is the difference between a coach making six figures and a coach making six figures with zero stress. This is the exact system that allowed me to scale my last coaching company and sell it. Same system we use with our partner portfolio that is doing $52M plus annually. One partner applies this thinking and adds $100K plus in a week. Another partner does not need ads at all because they have mastered this skill. I am going to show you the exact math, the exact pipeline, and the exact reason why most coaches are broke when they should be making six figures. Then I am going to tell you why I am sharing this for free. [ON SCREEN: "The pipeline architecture"] Let me show you the exact pipeline that makes all this work. Five stages. Ad, opt in, content video, offer, conversation, close. Here is what it looks like with real numbers. Ad spend, $5,000. Ad clicks, 7,612. Opt ins, 2,436, a 32 percent conversion. Content consumption, say 60 percent watch the video, that is 1,462. Offer engagement, 341 book a call, 23 percent of watchers. Show up, 252, that is 74 percent. Closes, 159 sales, a 63 percent close rate. [ON SCREEN: "The direct sale is not the main thing"] Here is where most coaches get it wrong. They think the pipeline is about converting all those people to direct sales. It is not. Of the 7,612 clicks, how many do you think bought something in that first interaction? Maybe 10 to 20. That is 0.1 to 0.3 percent. Everyone else did not buy. But here is the key. They opt in. They give you their email. Now you can sell to them for free with email. The first ad is not designed to make money. It is designed to buy a customer. The money comes later, from the email. [ON SCREEN: "The math that changes everything"] Let us say you run $5,000 in ads. Scenario one, trying to sell direct, the old model. 7,612 clicks. You close 0.1 percent directly, that is 7 sales at $2,000, so $14,000 revenue. Ad spend $5,000. Profit $9,000. You are profitable but not scaled. Scenario two, using the microwave, the new model. $5,000 ad spend gets you 2,436 opt ins at $2.05 cost per lead. These opt ins are assets. You own their email. 15 percent convert to a $500 front end offer in the nurture, that is 365 sales. Revenue, $182,500. Cost, $5,000 in ads plus $7,300 in fulfilment, so $12,300. Profit, $170,200. Then the remaining leads who did not buy the $500 offer? They are still in your email list. They consume content. Some convert to higher ticket. Even if 5 percent of them convert to $2K, that is 83 more sales, $166K additional revenue with zero ad cost. This is the skill. Understanding that the front end offer's job is to pay for the leads. Everything else is profit. If your front end offer does not pay for your leads, you are doing the math wrong. [ON SCREEN: "Why this model works"] Why does this model work so well? Three reasons. One, it removes risk. You are not betting the whole farm on closing someone cold. You are just betting on getting an opt in. Opt in is cheap and easy. Close is hard and expensive. So you separate them. Two, it creates leverage. Once someone opts in, your cost to reach them is near zero. Email is free. So you can reach them 10 times for the cost of one ad. Three, it builds trust. By the time they see your offer, they have consumed content. They know you. They are warmed up. Your close rate goes from 0.1 percent to 5 to 10 percent or more. The combination of those three is exponential profit. [ON SCREEN: "You are not a content creator"] Now I am going to say something that will upset a lot of people. Stop being a 45 year old coach making TikTok videos pointing at popup text thinking you are an adult. You are a professional. You have spent years mastering your craft. You have helped hundreds of people transform their lives. And now you are doing pointing dances? There is a better way. You are not a content creator. You are a business person. Content is not your identity. It is a tool in your toolkit. Use it strategically. Do not worship at the altar of followers. A coach with 500 followers making six figures beats a coach with 500,000 followers making five figures every single time. Followers do not pay bills. Revenue does. [ON SCREEN: "Why I share this for free"] You might be wondering, Chris, why are you giving away the exact system that made you rich? Two reasons. One, I do not sell courses. I do not make money from courses. I make money by growing partner businesses. A small number of smart coaches will watch this and think, I want Rainmakers to do this for me instead of doing it myself. Those coaches will join us. And we will scale their business. So I am not losing money by teaching this. I am gaining customers. Two, most coaches will not execute. They will watch this video and then go consume more content. That is the game. Creators teach so coaches stay in the learning loop and never actually execute. I am betting that 95 percent of coaches who watch this will do nothing. But 5 percent will execute. And those 5 percent will eventually become our partners or our case studies. So I am fine sharing. If you are the type to execute, watch this, and immediately start running ads with this model, hit me up after and let me know what happens. I am genuinely curious. [ON SCREEN: "Objections"] But what if I do not have a front end offer? Build one. It needs to be something that pays for the leads. Could be $49, $497, or $997. It does not matter what the price is, as long as 10 to 15 percent of your leads convert and it covers your cost per lead. I have tried this and it does not work. You might have done one or two pieces right but not the whole system. The pipeline requires all five stages working together. One broken link breaks the whole chain. This feels like I am making money off cheap offers. You are not. You are making money off the back end offer. The front end offer is just the entry point. You are building a business, not a one time transaction. The real money is in the relationship. If you want us to build this entire funnel for you, book a free demo training and demo call. We will show you exactly how this works and what it looks like in your business. Link below. The skill here is not complicated. It is just thinking about profit differently. Your goal is not leads. It is profit. Optimise for profit, and the leads take care of themselves.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Offer and Positioning Hook template used: Contrarian Take Target runtime: 15 minutes (2,250 words at 150 words per minute) Title options 1. The Secret Fulcrum: How to Sell $20K Programs Like You Are Selling a Drink 2. Why A Coach With 850 Followers Does Multiple Six Figures A Month 3. The Goal Is Not To Be Well Known. It Is To Be Known Well. Thumbnail direction Chris standing at the centre of a large seesaw graphic. Left side labelled TRUST, right side labelled OFFER AND SELLING, and the pivot point under his feet labelled INFLUENCE. Overlay text reads THE FULCRUM in white. The script [ON SCREEN: "The seesaw"] If you use this one marketing principle, selling your coaching becomes almost unfairly easy. It is about understanding a seesaw. On one side, your client's lack of perceived value and trust deficit. On the other side, your selling ability and offer stack. In the middle, the fulcrum. And that fulcrum is your influence. This is how a coach with 850 followers does multiple six figures a month. This is how a partner goes from broke to $100K plus in a week. This is not about being famous. It is about being known well. The seesaw only balances if the fulcrum is in the right place. If your influence is not strong, the left side stays down, they do not trust you, no matter how good your offer is on the right side. [ON SCREEN: "The local PT vs Arnold"] Here is a concrete example that makes it crystal clear. A local personal trainer selling a $20 ebook. No influence needed. They post a 2 minute video. People see it. Some buy. Easy. The same personal trainer selling a $20K experience, an intensive training program. Still no influence. They post the same video. Nobody clicks. They try harder. They are throwing in the kitchen sink. They are cleaning bathroom floors. They are discounting. Still nobody buys. They are frustrated. Arnold Schwarzenegger selling a $20K experience. Massive influence. Posts one line. Come train with me. Bring your own lunch. Sold out in 24 hours. No discount. No cleaning bathrooms. No hard sell. Same offer. Same price. Completely different results. Why? Influence. The fulcrum. The difference is not the offer. It is the person delivering it. One person has influence. The other does not. [ON SCREEN: "850 followers. Multiple six figures."] Here is the counterintuitive insight that blows most people's minds. I know coaches with 850 followers doing multiple six figures a month. How is that possible? I know coaches with 500,000 followers making five figures a month. How is that possible? The answer is the fulcrum. The 850 follower coach has massive influence with their small audience. The 500K follower coach has zero influence with their large audience. The goal is not to be well known. The goal is to be known well. You do not need a massive audience. You need a highly devoted, highly trusting audience. 100 raving fans beats 10,000 passive followers. [ON SCREEN: "1,000 people who obsess over you"] Let me tell you about something that happened in LA. I was sitting in a room with some 7 and 8 figure entrepreneurs. One of them, Kevin Hutto, shared a story about applying this exact principle to his life. He said, I used to try to convince everyone to buy my stuff. The bigger my audience got, the harder it was. Then I realised I had it backwards. My goal should not be to get 1 million people to kind of like me. My goal should be to get 1,000 people to obsess over me. When I shifted that, selling became easy. He applied this thinking. His influence went up. His sales went up. His need to convince people went down. That is the fulcrum principle in action. That is how you go from desperate seller to confident deliverer. [ON SCREEN: "$30K/month to $100K in a week"] One of our partners applied this thinking and here is what happened. The partner was doing $30K a month. They were working hard. Always selling. Always convincing. Broke. Burned out. We said, your problem is not your offer. Your problem is your influence is not strong enough. You need to build this. They spent 90 days building influence. Consistency. Putting themselves out there. Being vulnerable. Sharing results. Building trust. At day 90, something changed. A client reached out and bought a $100K offer without even seeing the sales page. Why? Because the influence, the fulcrum, was so strong that the price was irrelevant. They added $100K in the first week. Then $35K that same week from another deal. Same offer. Same messaging. Different fulcrum position. The seesaw balanced differently. [ON SCREEN: "Three levers"] So how do you actually build influence? There are three levers. Lever one, increase your selling ability. Update your sales scripts. Build a proven sales process. Practise objection handling. Most coaches are bad at sales. Get good. This lever is low hanging fruit. Lever two, strengthen your offer stack. Build a front end, mid ticket, and back end offer. If your offer is not compelling, no amount of influence fixes it. Lever three, build your influence. This is the biggest lever. Be consistent on one platform, not 5 platforms. Share your point of view, contrarian, not generic. Build in public, share results, struggles, process. Engage with your community, reply to comments, DMs, questions. This is a 90 day play. Not overnight. But the payoff is massive. Look at the formula. Selling ability 5 out of 10. Offer stack 7 out of 10. Influence 2 out of 10. Result, struggling. Versus selling ability 6 out of 10, improved slightly. Offer stack 8 out of 10, improved slightly. Influence 8 out of 10, massively improved. Result, selling becomes easy. Most coaches work on the bottom two levers and ignore the top one. Wrong. Build influence first. Everything else becomes easier. [ON SCREEN: "Attract the right, repel the wrong"] Where do you go from here? The principle is simple. You are not trying to convince everyone. You are trying to attract the right people and repel the wrong people. That is how you build influence. That is how the seesaw tips in your favour. This sounds like I need to be famous. You do not. You need to be known by the right people. 100 obsessed fans beats 10,000 passive followers. Build depth, not breadth. I do not have time to build influence. You do not have time not to. You are spending 10 times the effort to sell without it. Build it once, sell easy for life. What platform should I build on? Wherever your audience hangs out. But pick one. Master that. Do not spread yourself thin across 5 platforms. Pick one and dominate it for 90 days. If you want us to show you how to build influence in your market and position yourself as the obvious choice, book a demo call. This is what we do for our partners. Link below. You have the selling ability. You have the offer. The missing piece is influence. Spend 90 days building it. That is all I am asking. Come back in 90 days and tell me how selling has changed.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Contrarian Take Target runtime: 17 minutes (2,550 words at 150 words per minute) Title options 1. 7 Tiny Changes That Turn Coaches Into 8-Figure Businesses 2. The Coach With The Cheapest Leads Is Usually Losing The Most Money 3. Stop Optimising Cost Per Lead. Optimise Cost Per Client. Thumbnail direction Chris pointing at two anonymised ad account screenshots side by side. Left shows $21.89 cost per lead, right shows $31.98. Overlay text reads THE CHEAPER LEAD COSTS MORE in red. Seven small checkmarks run along the bottom of the frame. The script [ON SCREEN: "Cheapest leads. Biggest losses."] The coach with the cheapest leads is usually the one losing the most money. I know that sounds wrong, but watch what I show you in this video and you will see exactly why. Most coaches are optimising for the wrong metrics. They are looking at cost per lead when they should be looking at cost per booked call and cost per client. There are seven tiny changes that fix this. And they are the difference between a six figure coach and an eight figure coach. This is how we manage $2M plus in ad spend annually for our partners. One partner used these exact metrics and went from $400K a year to $2M plus. Another partner optimised just two of these and went from 10 booked calls a week to 60 booked calls a week. [ON SCREEN: "Why this matters right now"] Ad costs are going up. Show up rates are down. Conversions are down. Churn is up. The gap between top earners and struggling coaches is widening. Why? Because most coaches are running ads like it is 2015. They are not optimising the right metrics. They are not using a system. They are hoping. At Rainmakers, we do not hope. We have a paid ad machine that is optimised at each stage. It means we have a dial we can toggle. Tighter targeting here. Better copy there. Better creative there. Leads go up. Cost goes down. Everything scales. This is not luck. This is mechanics. [ON SCREEN: "Big mover 1. Landing page conversion."] If you only have time to focus on two things, focus on these. Big mover one, landing page conversion. Your opt in page headline and copy determine how many people give you their email. Split test headlines using proven templates. Template one, how to get a desired outcome without a common objection. For example, how to add $100K a month without adding ad spend. Template two, why a surprising claim, and how to use it. For example, why most coaches have a conversion problem and how to fix it. Template three, a number plus a benefit. For example, the 5 stage pipeline that turned a coach from $95K to $413K. The math. Current opt in page, 30 percent conversion rate. Test new headlines and expect 35 to 40 percent. On 5,000 monthly clicks, that takes you from 1,500 opt ins to 1,750 or 2,000. That is 250 to 500 extra opt ins per month, which is 30 to 60 extra clients per month if you nurture well. This is a 48 hour project that compounds forever. Do it. [ON SCREEN: "Big mover 2. Lower your cost per click."] Your ad creative and copy determine how much the platform charges you per click. Test copy and creative in combination. We use a LEGO framework. Hook, the first 3 seconds, stop the scroll. Sizzle, show the result or benefit. Explanation, explain how and why. Call to action, a clear ask. Post CTA, what happens after they click. For example. Hook, most coaches have this problem backwards. Sizzle, it costs coaches $100K plus per year. Explanation, they think it is a lead problem, it is actually a conversion problem. CTA, click below to see the 5 stage pipeline. Post CTA, you will get the full breakdown plus a free training. The math. Current cost per click $1.50, optimised $1.20, a 20 percent improvement. 5,000 monthly clicks at $1.50 is $7,500 ad spend. At $1.20 it is $6,000. Same result, 20 percent less spend. Or reinvest the savings. Save $1,500 a month, spend it on more clicks, get 1,250 extra clicks, 30 percent opt in rate is 375 extra opt ins, 14 percent conversion to calls is 52 extra booked calls. Do not just lower cost per click blindly. Make sure you are not lowering it at the expense of quality. [ON SCREEN: "Dials 3 to 7"] Dial three, hours of consumption. This is not a trackable metric like the others. It is a philosophy. You need multiple touchpoints and significant consumption time before someone buys. Old paradigm, see ad, click, buy in the same session. New paradigm, see ad, click, consume content, days later, buy. Track how many emails someone consumes before they buy. Track how much video they watch. Target, someone should consume 60 minutes or more of content before they book a call. If someone books a call after 10 minutes of consumption, they are probably a tyre kicker or they are not your market. Dial four, broadcast page conversion. After they opt in, your lead magnet needs to convert them into the sales process. What percentage of people who receive your lead magnet book a call or watch your next video? Target 15 to 20 percent. If it is below 10 percent, your lead magnet is not valuable enough. Add a specific call to action at the end. Now that you have seen the 5 stage pipeline, schedule a free strategy call to see how it applies to your business. Dial five, outbound booking rate. This is people you call or message directly, not from ads, who book calls with you. Target 10 percent of outbound should book calls. This is unglamorous but highly effective, and most coaches ignore it. Reach out to 100 people, 10 book calls, 7 show up, 4 close. 4 times $2K is $8K revenue from 100 outreaches. Dial six, triage show up rate. Of the people who book calls, how many actually show up? 341 booked, 252 showed, that is 74 percent. Target 70 percent plus. Most coaches are at 40 to 50 percent. That is terrible. Remove friction, send the Zoom link immediately after booking. Send reminders 48 hours before, 2 hours before, and an SMS 15 minutes before. Use a pre call worksheet to get them invested. Make rescheduling easy, one click, not forms. The impact, 100 booked calls at 40 percent show is 40 calls and 25 closes. At 74 percent show it is 74 calls and 47 closes. That is 22 extra clients per month. Dial seven, strategy and closing conversion. Of the people who show up, how many do you close? 252 showed, 159 closed, that is 63 percent. Target 60 percent plus. Most coaches are at 20 to 30 percent. You are not selling. You are presenting. Use a proven sales script. Handle objections before they come up. Make your offer irresistible. Use social proof. Create real urgency. The impact, 50 strategy calls at 30 percent close is 15 closes. At 63 percent it is 31 closes. That is 16 extra clients per 50 calls. [ON SCREEN: "The mic drop"] Here is where this all comes together. I am going to show you two real ad accounts. These are actual screenshots, names anonymised, real numbers. Campaign A. $21.89 cost per lead. Cost per booked call, $394. Result, 15 booked calls per week. Campaign B. $31.98 cost per lead. Cost per booked call, $262. Result, 26 booked calls per week. The cheaper lead at $21.89 is costing us 50 percent more to get a booked call. $394 versus $262. Why? Because the cheaper lead is from the wrong audience or the wrong messaging. It opts in, but does not convert to calls. The more expensive lead is high quality. It converts better. It is fewer leads but more calls. Campaign C. $26.18 cost per lead. Cost per booked call, zero, because it is still in the learning phase. No booked calls yet. This campaign is still learning. We have not got calls yet. But we do not stop because the cost per lead looks cheap. We wait until we have enough data. Because cost per lead alone is meaningless. Cost per booked call matters. Cost per client matters. Most coaches look at cost per lead and make decisions. That is like judging a cook by how much they spend on ingredients, not how the food tastes. Meaningless. [ON SCREEN: "Two numbers that matter"] So what are the two numbers that ultimately matter? One, customer acquisition cost. How much does it cost you to acquire one paying customer? Total marketing spend divided by total customers acquired. $100K ad spend divided by 50 customers is a $2K acquisition cost. Target, your acquisition cost should be 10 to 20 percent of your average customer value. If your average customer is worth $3K, your acquisition cost should be $300 to $600. Two, lifetime value minus gross profit. How much profit do you make from a customer over their lifetime? Average order value times repeat purchases, minus cost of delivery. A customer pays $2K a month for 12 months, that is $24K, minus fulfilment cost gives you $20K. Target, your lifetime value gross profit should be 3 to 5 times your acquisition cost. The ratio. Acquisition cost $2K, lifetime value gross profit $20K, ratio 1 to 10. For every $1 spent, you make $10. That is a healthy business. Versus acquisition cost $5K, lifetime value gross profit $6K, ratio 1 to 1.2. That is barely breaking even. Not scalable. These two numbers are the only ones that matter for business health. [ON SCREEN: "Right things, right sequence"] So how do you actually use all this? Step one, are you properly tracking these metrics? Set up analytics. Set up proper tracking parameters. Track every step of the funnel. You cannot improve what you do not measure. Step two, what is the key constraint that gives most leverage? Look at all 7 dials. Identify which one is the biggest problem. Focus there first. Do not try to improve all 7 at once. Step three, set targets. Landing page 35 percent plus opt in. Cost per click under $1.50, industry dependent. Show up 70 percent plus. Close rate 60 percent plus. Acquisition cost 10 to 20 percent of customer value. Lifetime value gross profit 3 to 5 times acquisition cost. Here is the final principle. To successfully grow a business, you need to be doing the right things in the right sequencing. Right things, the 7 dials. Right sequencing, fix landing page conversion, then closing conversion, then show up, then expand with lower cost per click. Do them in the wrong order and you are wasting a year. Do them in the right order and you are scaling fast. This is why so many coaches work hard and go nowhere. They are not sequencing right. They are improving the wrong metrics. This seems overwhelming. It is not. Pick one dial. Just one. Fix that. Measure the difference. Then move to the next. This is a 90 day journey, not a 30 day sprint. My business is different. The structure is the same across all coaching businesses. You might rename them, but you are either tracking them or you are not. If you are not, you are flying blind. I do not have the tech to track all this. You do not need fancy tech. Analytics plus a spreadsheet. Record the numbers. Review weekly. That is all the tracking you need. If you want us to audit your current funnel against these metrics and tell you exactly which dials are broken and which order to fix them, book a demo call. This is the first thing we do with every partner. Link below. Pick your number one broken dial right now. The one that would move the needle most. That is where you start. Not where you think you should start. Where the data says you should start.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Warning Target runtime: 16 minutes (2,400 words at 150 words per minute) Title options 1. Your Media Buyer Is Lying To You (The nCAC Metric) 2. Why ROAS Is Misleading And What To Track Instead 3. We Cut Their Ad Spend In Half And Revenue Went Up Thumbnail direction Chris beside a crossed out ROAS graph, with a clean nCAC figure highlighted in green on the other side. Overlay text reads ROAS IS A LIE in red. Simple, almost stark composition so the two metrics are the only thing you look at. The script [ON SCREEN: "ROAS is a lie"] Your media buyer and your ad agency are lying to you. Not on purpose. But they are measuring success the wrong way. And it is costing you hundreds of thousands of dollars. I am going to show you the one metric that matters and how to use it to cut your ad spend in half while making more money. We have audited the ad accounts of 50 plus coaches. In 45 of those accounts, the coaches were measuring the wrong thing. And in 40 of those, we cut their ad spend by 30 to 50 percent while increasing revenue. This is the fix. You are going to learn what nCAC is, why ROAS is misleading, and the five foundational steps to get your analytics right so you actually know if you are making money or going broke. [ON SCREEN: "The problem with ROAS"] ROAS is return on ad spend. $5 spent, $25 revenue, a 5 to 1 ROAS. Sounds good, right? The problem. It does not account for cost of delivery. A coach spends $5K on ads. Gets $25K in revenue, a 5 to 1 ROAS. Looks great on a spreadsheet. But if cost of goods sold is $18K, actual profit is $25K minus $18K minus $5K, which is $2K. ROAS says 5 to 1. Reality says 0.4 to 1. You are barely breaking even. Why agencies love ROAS. Because the ad platforms report ROAS. It makes them look good. They do not care if you are profitable. They care if you are spending. And there is an incentive problem. Your agency makes money when you spend more. So they will always tell you to spend more. Keep scaling, the ROAS is great. Meanwhile, you are burning cash. [ON SCREEN: "Introducing nCAC"] nCAC is new customer acquisition cost. The true cost to acquire a customer, accounting for profit. The formula is ad spend plus salesperson cost plus other acquisition costs, divided by new customers. Example. Ad spend $5,000. Sales cost, your time or your team, $2,000. Total acquisition cost $7,000. New customers, 10. nCAC, $700 per customer. Now, is $700 good for a $2K offer? The customer pays $2K. Cost of delivery, $800. Gross profit per customer, $1,200. If nCAC is $700, profit per customer is $500. That is breakeven territory. Not great. Better scenario. nCAC $700. Customer lifetime value $4,000, because they stick around, buy more, refer others. Gross profit per customer over lifetime, $2,000. Profit after acquisition cost, $1,300. Now it is worth it. Key insight. nCAC only matters in relation to lifetime value. A $700 acquisition cost is terrible for a $300 offer. It is great for a $5K plus offer. [ON SCREEN: "Cut first. Then optimise. Then scale."] Most coaches are wasting money. Here is the order of operations. Step one, cut waste. Analyse which campaigns are unprofitable. Kill them. Consolidate spend on profitable campaigns. Result, cut ad spend from $30K a month to $10K a month but maintain the same revenue. Step two, optimise. Fix the landing page, nurture, closing. Improve conversion rates. Result, $10K a month spend now generates 50 percent more revenue. Step three, scale. Now scale the profitable campaigns. $10K to $15K to $20K. Every dollar is profitable. Here is a real one. A coach was spending $30K a month on ads. They thought they needed more leads. We audited first. Discovered $15K a month was going to unprofitable campaigns, low conversion, high cost per click. We cut those campaigns. Kept the $15K a month that was working. Same leads. Half the budget. Then we optimised the $15K campaigns. Went from 10 percent conversion to 15 percent. Revenue went up. Budget went down. [ON SCREEN: "Five foundational steps"] Step one, level up your analytics. Set up proper tracking. Install the pixel correctly. Use tracking parameters on all links. Connect your CRM to your ad account. The goal is that you should be able to trace every dollar spent to every customer acquired. You need to track clicks, opt ins, calls booked, shows, closes, customer value. If you cannot trace ad spend to customer revenue, you are flying blind. Step two, segment like a pro. Do not just look at all ads. Segment by campaign, audience, offer, funnel stage. Each segment should have its own nCAC. Ads targeting coaches doing $50K to $100K a month is one segment. Ads targeting coaches doing $100K plus is another. Different performance. Run a report. What is the nCAC for each audience segment? Some will be $200. Some will be $2,000. Kill the $2,000 ones. Double down on the $200 ones. Step three, rethink your KPIs. Stop caring about ROAS. Stop caring about click through rate. Stop caring about cost per thousand impressions. Start caring about nCAC and lifetime value. Only two metrics matter. Everything else is noise. Set a target nCAC based on your lifetime value. If lifetime value is $5K gross profit, target nCAC of $1,000 or less. Any campaign below that target, scale. Any campaign above, kill or optimise. Step four, audit your ad spend. Go through every campaign. Calculate nCAC for each. Ask, is this profitable? If yes, can we double it and remain profitable? If no, kill it. A coach had 12 campaigns running. We audited. 7 were unprofitable. Killed them. 3 were marginal. Paused them. 2 were profitable. Scaled those. 50 percent less ad spend. Same revenue. And now all remaining spend is on campaigns with clear return. Step five, educate your team. Your media buyer, your agency, your team needs to understand nCAC. If they only talk about ROAS, they are not aligned with your profit. Communicate clearly. Our target nCAC is this number. Anything above that, we do not run. Anything below, we scale. Quarterly, go through it together, look at nCAC by segment, make decisions based on profitability. Your media buyer works for you. They should be optimising for your profit, not the platform's revenue. [ON SCREEN: "Marketing plus sales"] nCAC only works if marketing and sales are aligned. Marketing gets people on sales calls. Sales closes them. If your sales team is weak, you need more leads, so a higher nCAC is okay because you need volume. If your sales team is strong, you need fewer, higher quality leads, so a lower nCAC. Do not blame ads for bad nCAC. Ask, is the sales team closing well? If not, fix sales first. Then optimise ads. [ON SCREEN: "Three stories"] A coach was bragging about 8 to 1 ROAS on their ads. Sounds amazing, right? But when we dug into the numbers, their cost of goods was 70 percent of revenue. So 8 to 1 ROAS was 2.4 to 1 actual profit. They thought they were winning. They were actually barely breaking even. Once they understood nCAC instead of ROAS, they realised they needed to cut spend, not increase it. Another coach had all ads lumped together. Average nCAC looked okay. But when we segmented, we found one audience had a $300 nCAC. Another had $2,800. They had been comparing apples to oranges. Immediately killed the expensive one, doubled down on the cheap one. Profit improved 40 percent without changing anything else. And a third. A coach was frustrated. Spending $40K a month, making $80K. They thought they needed more traffic. We said, let us cut first. Audited campaigns. Found $20K a month was unprofitable. Cut it. Now spending $20K, making $80K. And then we optimised. Spending $20K, making $120K. The answer was not more traffic. It was less wasted traffic. [ON SCREEN: "Objections"] My ad agency says ROAS is the right metric. Are you saying they are wrong? Not necessarily wrong. But incomplete. ROAS is one metric. nCAC is the profit metric. Ask your agency to calculate nCAC. If they cannot, that is a problem. They should be able to tell you exactly how much each customer costs to acquire, after all costs. This sounds complicated. I just want to run ads and make money. Then you need to understand these metrics or hire someone who does. Because without it, you are guessing. And guessing is expensive. One hour of analysis could save you $10K a month in wasted ad spend. What if my nCAC is too high? Either increase lifetime value, sell more, raise prices, improve retention. Or decrease nCAC, improve conversions, lower ad costs, improve sales skills. It is that simple. You have levers. Pull them. If you want to calculate your nCAC and see if you are actually profitable, there is a free calculator in the OS. And if you want us to audit your entire ad account and show you where you are losing money, book a demo call. We will give you specific cuts and optimisations that will immediately improve your nCAC. The link is below.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Contrarian Take Target runtime: 15 minutes (2,250 words at 150 words per minute) Title options 1. The 8-Stage Application Funnel For High Ticket Sales 2. Nobody Wakes Up Wanting A Strategy Call 3. Why Adding An Application Doubled Their Close Rate Thumbnail direction Chris beside an eight stage funnel graphic narrowing top to bottom, each stage clearly labelled. Overlay text reads QUALIFY BEFORE THE CALL in green. He is pointing at the qualification stage, which sits noticeably before the call stage. The script [ON SCREEN: "Nobody wakes up wanting a strategy call"] Nobody wakes up wanting a strategy call. But there is a reason some coaches book 100 plus calls a week while others cannot get 10. It is not because one coach is better. It is because one coach has an 8 stage funnel and the other is hoping people will just ask. Our partners are booking 50 to 100 plus calls per week consistently. The application funnel is what sits behind those numbers. We have tested this across dozens of coaches in different niches. It works. You are going to learn all 8 stages, how people flow through each one, and why some coaches reject the application funnel and what that costs them. [ON SCREEN: "The 8 stages"] Stage 1, awareness. Cold traffic sees your ad or content. Stage 2, interest. They engage. Click, watch, read. Stage 3, consideration. They are thinking about it. Opening emails, reading testimonials. Stage 4, intent. They are ready. They apply or book. Stage 5, application. They fill out a form. Stage 6, qualification. You review the application. Is this a fit? Stage 7, strategy call. You talk to qualified applicants. Stage 8, conversion. They buy or they do not. The key difference from other models. This has a qualification stage before the call. Not after. [ON SCREEN: "Why an application instead of straight booking"] The old way is ad, landing page, book a call directly. The problem, you get a lot of tyre kickers. People not ready. Calls that are a waste of time. The application funnel is ad, landing page, application, qualification, call if qualified. The benefit, you only call people who are actually ready and a fit. The application form asks what is your goal, what is your current revenue, what is your main constraint, and are you willing to invest in solving this. From the answers, you qualify. Person A says, I am doing $20K a year, want to hit $100K a year, my constraint is I do not know how to market. Person B says, I am doing $150K a year, want to hit $500K a year, my constraint is I need a sales system. Only call Person B. They are a fit for your $50K plus offer. Person A is too early stage. The result is that call quality goes up. Conversion rate on calls goes up. Because you are only calling people who can afford you and need what you sell. [ON SCREEN: "Gatekeeping is kind"] The application is a filter. Not everyone passes. This sounds harsh. But it is actually kind. If someone is doing $20K a year and you want $50K a month clients, calling them is a waste of both your times. You are not being exclusive. You are being efficient. The magic. By filtering, you actually improve your conversion rate on calls. You are not trying to convince everyone. You are closing people who are already sold. And a myth to bust. Some coaches brag, we do not do applications, anyone can book a call with us. Guess what? They cannot build a team because they have no qualification process. So they have to deliver everything themselves. That is why they are burned out. If you want to scale and hire, you need an application funnel. If you want to stay solo and do everything, you do not. Pick your model. But do not pretend you are scaling if you have no qualification. [ON SCREEN: "The application form"] Do not ask 20 questions. Ask 4 to 5. Question 1, name and email. Question 2, what is your number one goal for the next 12 months? Question 3, what is your current annual revenue? Question 4, what is the biggest constraint holding you back from hitting your goal? Question 5, are you willing to invest your price to solve this? If yes, move to qualification. Design it simply. 30 seconds to fill out. Mobile friendly. One question per page, it feels faster. The goal is to get enough information to decide, is this person a fit? [ON SCREEN: "The qualification process"] Someone applies. You review the application, it takes 2 minutes. Then a decision tree. Annual revenue below your threshold? Rejection email. You are early stage. Check back when you are at $50K plus a year. Revenue in range but their main constraint is not something you solve? Rejection. Your constraint is X. We specialise in Y. Here is a recommendation. Revenue in range and the constraint is your sweet spot? Approval. Great fit. Let us schedule a call. The rejection email is kind. Not dismissive. You are not a fit yet feels different to we cannot help you. Typically 30 to 40 percent of applications get approved. 60 to 70 percent get a kind rejection. [ON SCREEN: "The qualified strategy call"] Since they are qualified, they are doing the right revenue and they have the right constraint, your job is simpler. You are not convincing them they have a problem. They already know. You are not selling them on coaching. They already believe in it. You are selling them on you and your specific system. Call structure. 3 minutes rapport. 4 minutes auditing their current situation. 5 minutes showing one specific thing that would move the needle. 3 minutes presenting the offer. Close rate on qualified calls is usually 60 percent plus. Compare that to non qualified calls, usually 20 to 30 percent. The difference is qualification before the call, not after. [ON SCREEN: "Choose the right sales mechanism"] Some coaches say, we do not do strategy calls, we use another mechanism. That is fine. But choose based on market, not ego. High ticket, $10K plus, strategy calls work best. You need to build trust on the call. Mid ticket, $2K to $10K, calls or form sales, either can work. Low ticket, $99 to $500, form, webinar or content sales work better than calls. The ego trap. I do not want to do calls, too needy. But your market is $10K plus. Tough. You have to do calls. Or change your market. Do not choose your sales mechanism based on what you like. Choose based on what your market and offer require. [ON SCREEN: "Three stories"] A coach was booking everyone who asked. 100 calls a month. But conversion was 12 percent. We said, let us add an application. They resisted. I do not want to gatekeep. We did it anyway. Now 40 calls a month of qualified people. Conversion went to 58 percent. They are closing more deals with fewer calls. Less time, more money. Another coach was getting applications from people at every revenue level. Doing $5K a year all the way to $300K a year. They could not serve both. So they qualified. We work with coaches doing $50K plus a year. Suddenly, their positioning became clear. Fewer applications. Better fits. Easier closes. One partner was worried that applications would reduce leads. People will just go somewhere else if I ask them questions. Actually, the opposite. The application made them feel like a premium option. People wanted to work with them more because they were not available to everyone. Psychology is weird. [ON SCREEN: "Objections"] Is not asking people to apply rude? Will I lose leads? You will lose tyre kickers. People not ready, not qualified, not a fit. That is the point. You will attract better people because the application signals you are selective. Premium. I do not want to be perceived as exclusive or snobby. It is not about snobby. It is about fit. A doctor asks patients if they can pay before giving treatment. That is not snobby. That is professional. You are doing the same thing. What if I reject someone and they get offended? Probably not. But even if they do, it is fine. You cannot serve everyone. Better to reject them nicely now than take them on, fail to help them, and have a bad experience. Being selective is kind. I am worried about conversion. Will not adding an application stage lose people? It might lose some people. But it qualifies the rest. You will close a higher percentage of the calls you do have. Net result, more revenue, fewer calls. The application funnel is built into the Accelerator program. But if you want to see the exact application form template and qualification framework, they are in the OS. And if you want help setting up your specific application funnel, book a demo. We will show you exactly who you should be targeting and what qualification questions to ask. The link is below.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Story Open Target runtime: 16 minutes (2,400 words at 150 words per minute) Title options 1. How To Close High Ticket Deals (The 3-Part Closing System) 2. Coaches Are Great At Teaching And Terrible At Selling 3. I Talked For 50 Minutes And They Ghosted. Here Is What Changed. Thumbnail direction Chris seated, confident but not cocky, with a contract and pen on the desk in front of him. Overlay text reads 60%+ CLOSE RATE in green with DIAGNOSTIC, INSIGHT, OFFER as three small labels underneath. The script [ON SCREEN: "We sucked at closing"] I was shitting myself building another sales team. Because the first time I did it, we sucked at closing. We would get leads, people would show up, but nobody was buying. And I knew I was the problem. I did not know how to close. So I learned. And then I became obsessed with it. And now closing is the easiest part. Our sales team closes 60 percent plus of strategy calls. Not 20 percent. Not 40 percent. 60 percent plus. That is not luck. That is system. And we built that system specifically because most coaches cannot close to save their lives. You are going to learn why most coaches fail at closing, the exact frameworks we use, and whether you should build a sales team or do it yourself. [ON SCREEN: "Why coaches struggle to close"] Coaches are great at teaching. Bad at selling. On a strategy call, they slip into teaching mode. They answer every question. They give free advice. They try to prove they know the answer. By the end of the call, the prospect feels educated but not compelled to buy. They say, let me think about it, and never call back. I did this for years. I thought my job on a call was to impress people with my knowledge. So I would talk for 50 minutes and let them talk for 10. By the end, they would say, that was great, I have a lot to think about. And then ghosted. The problem was not my knowledge. It was my approach. Why this happens. Coaches do not think of themselves as sellers. So they do not use selling frameworks. They wing it. And winging it does not close. [ON SCREEN: "Part 1. Diagnostic."] Part one, the diagnostic. First 5 minutes. Your job is to understand their problem and their constraints. Their job is to realise they need help. You ask. What is your number one goal? What is stopping you? What have you tried? Why did not that work? You listen. You take notes. You nod. You are not solving. You are diagnosing. The magic. By the end of this part, they have articulated their problem out loud. They feel heard. And they are starting to realise the depth of their situation. Part two, the insight. Next 3 to 5 minutes. Your job is to show them a way forward, and why their current approach will not work. You have diagnosed. Now you educate a little. Most coaches who are stuck at $50K do this thing. But it does not work for scaling. Here is why. And here is what actually works. You are not teaching a whole course. You are showing one insight that shifts their perspective. You are also establishing authority. I have seen this a hundred times. Here is the pattern. The magic is that they feel like you understand the problem deeply, and you have just shown them a way forward they had not considered. Part three, the offer. Last 3 minutes. By this point, they are warm. They have articulated a problem. You have shown a solution. They are ready to buy. Your job is to present the offer. Clear price, clear terms. Do not apologise for the price. Do not negotiate. Just present. Here is what we offer. Here is the investment. Here is the timeline. Do you want to move forward? If yes, schedule first steps. If no, ask why. Address the objection. Then ask again. If they do not answer, take the night to think about it. But I need to know by tomorrow at 5pm. Because we only take a limited number of clients per month. [ON SCREEN: "They sell themselves"] Most of your persuasion happens in part one and two. By part three, they should already be 80 percent decided. Your job is just to ask them to commit. People do not buy because you sold them. They buy because they sold themselves. Your job is to ask good questions and listen. Let them convince themselves. The objection handling. If they say I need to think about it, say totally, what specifically are you going to think about? Let us address it now. If they say it is too expensive, say I hear you, what would need to be true for the investment to make sense? Is it the price or the time? If they say let me talk to my spouse or partner, say great, what do you think they will want to know? Let us figure that out now so you are prepared. Do not sell harder. Sell smarter. Ask better questions. [ON SCREEN: "Team or yourself"] If you can close, you have options. Option one, close calls yourself. Works until you hit 100 plus a month in call volume. Then you are a time bottleneck. Option two, build a sales team. Hire someone to close calls for you. Building a sales team. Hire someone with sales experience, ideally. Train them on your system, it is not their system, it is yours. Offer commission, for example $500 per close on a $5K deal. Track their metrics, calls per week, close rate, average deal size. Coach them. Be hands on. Your close rate is likely their close rate. Why we did this. We were getting 50 plus calls a week. I could not close them all. So we hired a salesperson. Trained them on our system. Now they close 60 to 70 percent of calls. We are generating $300K plus a month in sales with a $3,000 a month sales hire. Best investment we ever made. The cost. Hire a salesperson at $40K a year plus commission, roughly $500 per close, average 10 closes a month, so about $5K a month. Total around $100K a year. [ON SCREEN: "The 15 minute script outline"] Timing. 15 minutes total. Not 30. Not 60. Hey, thanks for taking the time. Before we jump in, how are you doing? I want to understand your situation so I can see if we are a fit. Cool? Then ask the diagnostic questions and listen for 5 minutes. Okay, I am hearing this, this and this. Here is what I notice. Most coaches in your situation try that approach. But it does not work because of this reason. Here is what actually works. Then show one proof point, 2 minutes. Now, if we could implement this system in your business, what would be possible? Let them dream, 1 minute. That is exactly what we do in the offer. It is this price. This timeline. Are you ready to move forward? Then pause. Let them answer. Do not fill the silence. [ON SCREEN: "Common closing mistakes"] Talking too much. Rule, let them talk 60 percent, you talk 40 percent. Asking too many questions. Pick 3 or 4 good questions, not 10. Teaching too much. Show insight, not your whole system. Being afraid to ask for the sale. Ask directly. Do you want to move forward? Discounting. Never. If price is an issue, address it philosophically, not with a discount. Following up too much. One follow up max, then move on. [ON SCREEN: "Three stories"] I used to go into calls trying to impress people with everything I knew. I would talk about systems, frameworks, case studies. By the end, they would say, that is great, let me think about it. And ghosted. I shifted. Instead of talking, I started asking. What is stopping you? What have you tried? Just listening. By the end of the call, they were selling me on why they needed to work with us. Conversion jumped from 35 percent to 65 percent. A coach was getting lost in the weeds on sales calls. Spending 10 minutes explaining technical details. We said, pick one insight that changes their perspective. Show that. That is it. They picked, most coaches try to build their way out, but scaling does not come from doing more, it comes from selling more. They led with that. It reframed everything. Conversion went up. When we hired a sales team, we were terrified they would mess up our brand or close the wrong people. But we trained them on our system first. And the funny thing? They closed more than I did because they did not have the limiting beliefs I had. They just followed the system. Now they close 65 percent plus consistently. Best decision ever. [ON SCREEN: "Objections"] I do not want to come across as pushy when I ask for the sale. Asking for the sale is not pushy. It is clear. Not asking is confusing. It leaves them wondering if you even want their business. Just ask. Are you ready to move forward? If yes, great. If no, fine. But ask. What if they cannot afford it? That is the diagnostic's job. You ask, are you willing to invest this amount? If they say no, you know it is not the right fit. Do not discount. If they are on a call with you and cannot afford your lowest tier offer, they are early stage. Wish them well and move on. I am worried that if I build a sales team, they will not close like I do. Your close rate is probably 50 to 60 percent already. They might be 50 to 60 percent too. Even if they are 45 percent, you are still far more profitable because you are not spending your time on calls. Let them be 80 percent of you. That is still a massive win. If you want the full closing framework, the exact diagnostic questions, the insight sharing templates, the offer presentation script, it is in the OS. And if you want us to roleplay some practice calls or train your sales team, that is part of the Accelerator. Book a demo if you are interested. The link is below.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: https://www.youtube.com/watch?v=j-gldDHEIGc Content pillar: Client Proof Hook template used: Story Open Target runtime: 15 minutes (2,250 words at 150 words per minute) Title options 1. Scaling to $2M Per Month in REAL TIME (Live Behind-the-Scenes) 2. Inside A Real $1M To $2M Strategy Session 3. He Thought He Needed More Leads. He Had A 30% No-Show Problem. Thumbnail direction Behind the scenes framing. Chris at a desk with handwritten notes and a whiteboard behind him reading $1M to $2M. Overlay text reads REAL STRATEGY SESSION in white. Deliberately unpolished, like you walked into the room mid conversation. The script [ON SCREEN: "A real strategy session"] I do not usually name drop partners. But I am going to take you inside a real strategy session with one of our top coaches, Brian Mark, and show you exactly how we are planning to scale from $1M to $2M per month. This is unfiltered, real conversation. No fluff. Just diagnosis and solution. Brian is doing over $1M a month consistently. We have been working together for 18 months. And every time we sit down, we follow the same framework. Identify the constraint, install the solution, measure the result. That is it. You are going to see the three key areas we focus on at the 7 figure level, what constraint is actually holding back the next million, and how to think about sequencing solutions. [ON SCREEN: "What this is, and is not"] This is a real strategy session with a real partner. We are not giving you the whole plan, that is proprietary. We are showing you the process of how we think. Principles over specifics. The specific revenue goals or tactics do not matter. The way we diagnose and solve matters. At 7 figure scale, there are three key areas. Area one, ads and funnels. Are we getting the right traffic at the right cost? Are we converting traffic into leads? Are we nurturing leads into customers? Area two, effective strategies. Are our sales calls closing? Are customers getting results? Are customers staying? Area three, measuring success. Are we tracking the right metrics? Do we know where the bottleneck is? Are we making data driven decisions? [ON SCREEN: "Constraint-first thinking"] Here is roughly how the conversation went. Me. Brian, you are at $1M a month. What is keeping you from $2M? Brian. We need more leads. I want to increase ad spend. Me. Let us not jump to that. Let us diagnose first. Walk me through your current numbers. Leads, calls booked, shows, closes. He walked me through the numbers. And I saw it. You are getting 200 calls a month. But show up is only 70 percent. So you are getting 140 actual conversations. At 60 percent close, that is 84 new customers a month. To hit $2M from $1M, you need to double customers. So you need 168 new customers a month. You need 280 calls a month to hit that. So the constraint is not leads. The constraint is show up rate. If we get your show up from 70 percent to 90 percent, suddenly you are getting 180 conversations from the same 200 calls. That is almost an extra 70 customers. Close to what you need. And we have not spent a dime. The obvious constraint is often not the real constraint. Brian thought he needed more leads. But he had leads. He just had a 30 percent no show rate. So the solution was, fix the 30 percent no show. SMS reminders. Better booking process. Then remeasure. See if we are closer to the 168 customer target. If not, then we increase leads. That is constraint first thinking. Diagnose. Find the bottleneck. Install the solution. Remeasure. Repeat. [ON SCREEN: "Solution sequencing"] Once you identify the constraint, you do not try to fix everything. You sequence solutions. The first solution is the one that moves the needle fastest with the least effort. In Brian's case. Solution one, fix show up rate, small effort, big impact. Solution two, improve close rate, if show up is fixed and we still need growth. Solution three, increase leads, only if one and two are maxed out. Why this sequence matters. If you spend $50K increasing leads before you fix your show up rate, you have wasted $50K. Fix the free stuff first. Then spend money. [ON SCREEN: "The dancing bears problem"] One thing we noticed with Brian. Your customers are happy. They are getting results. But you are stuck on the content hamster wheel. Brian was creating content constantly. Daily posts, videos, workshops. So much content that there was no time for strategy. The insight. You do not need more content. You need better content. One really good piece of content a week is better than 7 mediocre pieces daily. We told him to cut content from 7 times a week to 2 times a week. Redirect that 20 hours to strategy and sales. Result, less content, but more profitable. Because time went to revenue generating activities, not busy work. Apply that to yourself. What are you doing every day that feels productive but is not actually moving revenue? That is where your constraint is. Not in what you need to add. In what you need to cut. [ON SCREEN: "Realigning the team around metrics"] At scale, misalignment kills you. Everyone needs to be working toward the same goal and using the same metrics. We had to realign Brian's team. Marketing team. Your job is calls booked at a profitable acquisition cost. Not impressions, not engagement, not followers. Calls booked. Sales team. Your job is close rate and customer quality, not just volume. 60 percent plus close rate, customers who succeed. Delivery team. Your job is customer success, retention and results. If customers do not get results, they leave. Once aligned, team efficiency jumped. [ON SCREEN: "The one page plan"] Quarter one goal, $1.2M a month. Lever, fix show up rate from 70 percent to 90 percent. Add SMS and a better booking flow. Responsible, operations. Timeline, implement week 1, measure week 4. Quarter two goal, $1.5M a month. Lever, improve close rate from 60 percent to 67 percent. Better pre call nurture plus sales training. Responsible, sales. Timeline, training month 2, results measured month 3. Quarter three goal, $1.8M a month. Lever, increase transaction size. Add an upsell offer. Responsible, marketing and sales. Timeline, launch offer month 1, measure month 2. Quarter four goal, $2M a month. Lever, scale winning ads. Keep everything else steady. Responsible, marketing. Timeline, increase ad spend 25 percent month 1, monitor acquisition cost, adjust month 2. The key is one big lever per quarter. Not five things at once. [ON SCREEN: "Three lessons"] Without looking at the numbers, most people would have said Brian needs more leads. But once we dug in, we realised he had leads. He had a 30 percent no show problem. So we spent zero dollars and gained the equivalent of 100 extra leads per month just by fixing the operational issue. That saved him from wasting $50K a month on ads he did not need. Another partner wanted to do a rebrand, a product launch, a new coaching program, and improve ads, all in Q1. We said, pick one. We identified that the constraint was close rate. So we focused on that. Did a sales training and a pre call nurture overhaul. Close rate went from 48 percent to 58 percent. Revenue jumped without adding customers. Then next quarter, we did the product launch. By sequencing instead of trying to do everything, they moved faster. And Brian was creating content obsessively because he felt like that is what successful coaches do. But it was killing him. His team was burned out. No time for strategy. We said, cut to 2 times a week. Do not make it fancy. Just real. He thought he would lose followers. Engagement actually went up because the content was more thoughtful. And suddenly he had 20 hours a week back. [ON SCREEN: "Objections"] Is not it risky to implement only one solution at a time? What if it does not work? You will know in 4 weeks. If it works, scale it. If it does not, pivot to the next lever. One lever sequencing is faster than trying to do five things and not knowing which one moved the needle. How do I know which constraint to fix first? Look at your funnel. Where is the biggest percentage drop? If you have 1,000 leads, 500 calls booked at 50 percent, 300 show ups at 60 percent, 150 closes at 50 percent, your biggest drop is show up rate, you lost 200 people. Fix that first. This feels too simple. Real business is more complicated. No, it is not. Complicated is when you are trying to fix 10 things and not seeing movement. Simple is, find the constraint, fix it, measure, repeat. Simple moves faster than complicated. If you want to go through this same diagnostic process for your business, book a demo call. We will walk through your numbers, identify your constraint, and build a one quarter plan to move the needle. Fifteen minutes, totally free. The link is below.
Client: Chris Dufey, Rainmakers Format: Long form Published views: Video: Content pillar: Offer and Positioning Hook template used: Question Hook Target runtime: 17 minutes (2,550 words at 150 words per minute) Title options 1. How To Shoot A Sales Video That Converts (The 11-Step DTO Framework) 2. The One Video That Sells Cold Traffic Without A Call 3. Desire, Trust, Offer. Miss One And The Video Fails. Thumbnail direction Split screen. On one side Chris recording to camera with a ring light visible, on the other a revenue chart climbing. A microphone icon sits between them. Overlay text reads 11 STEPS in white with DESIRE, TRUST, OFFER in smaller type underneath. The script [ON SCREEN: "One thing to sell cold traffic"] Gun to my head. One thing I could do to get cold traffic to buy without a sales call, it is this. This video. The video I am about to break down. I studied the greats. I geeked out on it. I refined it across different niches with real data. And it works. I am going to show you the 11 step framework that turns a video into a customer. This video framework has generated $2M plus in sales for our partners. It is the backbone of every automated sales funnel we build. And it works whether you have 100 followers or 100K followers. You are going to learn the DTO framework, Desire, Trust, Offer, see the 11 step breakdown, and know exactly what to say at each moment so people go from I found this by accident to I am buying this. [ON SCREEN: "Why sales videos, not sales calls"] The old way was ad, landing page, sales call, close. The problem is sales calls do not scale. You can only do 100 a month. The new way is ad, landing page, video, checkout, no call. Why it works now. Ad costs are up, you cannot afford $30 a call to close. People's attention is down, they do not want to be on calls. And there is a trust crisis. Why should I get on a call with this stranger? A video builds trust without needing a call. The insight. A video does 90 percent of the selling work. So the call, if you have one, becomes an order taking call, not a closing call. Way easier. Way better conversion. [ON SCREEN: "Three pillars"] Desire, make them want it. Trust, make them believe you can deliver. Offer, make them buy it. If any of these three is missing, the video fails. No desire, they click away, who cares if the offer is good. No trust, they do not believe you can deliver, even if they want it. No offer, they want it and trust you, but do not know how to buy, so they leave. All three, in order, and the video converts. [ON SCREEN: "Steps 1 to 3"] Step one, the pattern interrupt, 0 to 15 seconds. First 15 seconds are critical. People scroll past in the first 3 to 5 seconds. You need something that makes them stop. A bold statement, most coaches are stuck at $50K forever. A question, what if you could hit six figures without hiring? A story hook, I was broke, grinding 80 hours a week. A stat, the average coach makes $42K a year, we changed that. Or something like, I am about to show you the exact system that took a broke coach to $300K a month in 18 months. Step two, the promise, 15 to 30 seconds. Now that you have attention, make a promise. What will they know, be able to do, or feel by the end? By the end of this video, you will know exactly why most coaches plateau and the one thing that changes that. Not overselling. Just clarity on what they are getting. Step three, the proof you belong here, 30 to 45 seconds. Why should they listen to you? This is not a long bio. It is a credibility moment. I took a coaching business from zero to millions in 36 months. I have worked with 50 plus coaches going from $100K to $1M plus. This is what I teach. Short. Not braggadocious. Just, I have done this, I know what I am talking about. [ON SCREEN: "Steps 4 to 6"] Step four, the problem statement, 45 to 90 seconds. What is the problem your prospect has? Most coaches think they have a lead problem. They actually have a conversion problem. Show them you understand. Make them feel seen. Use specific language that resonates. You are working 60 hours a week. You are not making the money you are worth. And you keep trying to get more leads, but that is not the issue. Step five, the origin story, the before, 90 to 120 seconds. Tell the story of how you discovered the solution. I spent $50K on ads and made nothing. I fired my agency. I went back to basics. I rebuilt my funnel from scratch. And I realised something. The problem was not traffic. It was my offer and my conversion system. This is the before of the transformation story. It makes the viewer feel like you understand their struggle. Step six, the breakthrough moment, 120 to 150 seconds. What was the insight that changed everything? I realised you do not need to be a genius marketer, you just need a system, and I built that system. Or, I realised coaches are addicted to content and allergic to sales, but the money is in sales, not content. This is where you plant a seed that reframes the problem. [ON SCREEN: "Steps 7 to 9"] Step seven, the system, the how, 150 to 240 seconds. Now you teach. This is the meat. Walk through your system step by step. Use visuals, examples, or case studies. Do not overcomplicate. Keep it simple. Here is the three stage funnel. Stage one, ad to opt in. Stage two, opt in to video, trust building. Stage three, video to offer, conversion. The magic is in the sequencing. If you do all three, conversion goes from 2 percent to 15 percent. Same traffic. Same offer. Different structure. Step eight, the case study, 240 to 300 seconds. Show what is possible with your system. Pick one specific example. I worked with a coach. They were doing $60K a month. We installed this system. Six months later, $200K a month. Here is what changed. Numbers are proof. Use them. Do not oversell with anyone can do this. Be honest. This takes work, but it is possible. Step nine, objection handling, 300 to 330 seconds. Anticipate the main objections. You might be thinking, this does not work for my niche. Actually, we have done this in 30 plus different coaching niches. The framework is the same. Address 2 to 3 main objections. Do not go defensive. Just answer them. [ON SCREEN: "Steps 10 and 11"] Step ten, the offer, 330 to 360 seconds. Now you present the thing they can buy. Price, terms, what they get, timeline. We have packaged this system into the program. It is this price. You get these deliverables. Timeline is this long. Do not apologise for the price. Do not overcomplicate the offer. Just state it. Step eleven, the call to action, 360 to 375 seconds. One CTA. Not five. Click the link below. Book a call with our team. Or if you want to try the system yourself first, grab the free resource. Either way, let us go. Make it easy. Link in description. Link in the video itself. Make it obvious. [ON SCREEN: "Pacing and recording"] This video should be 12 to 18 minutes total. Speak clearly but naturally. Not like a robot. Pause. Let things land. Use visuals, slides, screenshots, B roll, to keep it interesting. Music in the background, subtle, not distracting. And captions, because most people watch with sound off. You do not need a studio. You need a ring light, a good microphone, and simple editing software. Sit down. Look at the camera. Speak naturally. If you mess up, that is fine. Edit it out. If you are not perfect on camera, that is actually an advantage. You are relatable. First take is never perfect. Expect to record 2 to 3 times. Where to use it. Embed it on your sales page, auto play, muted. Send it to your email list. Post it on YouTube with a link to your offer in the description. Retarget people who watch 50 percent or more with ads promoting the offer. Use clips on social media as teasers. [ON SCREEN: "Three lessons from testing"] I tested a version without a strong pattern interrupt. Just, hey, I am going to teach you about sales funnels. Engagement was 30 percent. I changed the hook to, most coaches will never make six figures because of this one mistake. Engagement jumped to 65 percent. Same content. Different first 15 seconds. People connect to the struggle, not the solution. So the video that worked best was the one where I was honest about being broke and confused. I spent a fortune on ads and made nothing. That vulnerability made people trust me. Because they are struggling too. And they thought, if Chris struggled and figured it out, maybe I can too. And I included a case study in the video. Sarah went from zero to $200K in 8 months. Conversion jumped 40 percent. Why? Because she is doing it. So can you. Proof is powerful. Use it. [ON SCREEN: "Objections"] I am not good at explaining things. This sounds complicated. You do not have to be fancy. You have to be clear. One insight. One case study. That is it. Broken down into 11 steps. Stick to the framework and you will be fine. I do not want to be on camera. Can I just do a webinar? You can. But a recorded video scales better. You can embed it, retarget it, use clips from it. A webinar is live only. Pick your priority. Reaching more people, video. Being less on camera, webinar. What if my video does not convert? How do I know if it is working? Track view through rate, time watched, and click through rate to the offer. If people are watching 50 percent or more and clicking the offer link, it is working. If not, test a new hook or promise. If you want the exact script template for this 11 step framework, it is in the OS. You can literally fill in the blanks with your content. Get in, download the script, and start recording. If you want help writing the script or reviewing your recording, that is part of the Accelerator. Book a demo to learn more. The link is below.
Client: Chris Dufey Format: Long form Published: 2025-12-15 Views: 514 Video: https://www.youtube.com/watch?v=droiY7IqR6g Runtime: 4 min 38 sec (895 words) The script, as delivered on camera If you're a coach or consultant, you're sick of working hard, maybe you're doing everything right, but your business isn't growing as fast as you want to, and more importantly, you don't have the freedom that you ultimately started this business for, then you are in the right place. But if we're just meeting for the first time, hi, I'm Chris Tuf. I'm the founder of The Rain Makers, where we help founders and coaches scale their businesses to a million-doll a year profit, but doing it without a big team, without big ad budgets, without complexity, and with you only having to work 2 to four hours a day. Now, the reason why I've started this new YouTube channel is because I sold my last multi-figure coaching company. And when I sold it, I signed a non-compete. And that non-compete that expired just last month. See, after selling that last business, I then grew a consulting of it to a million-doll run rate in just 63 days. Then I went and I grew an agency to 200,000 a month in under 90 days. Then I was hired as a chief revenue officer to some of the top 7, 8, and 9 figure online coaching and info businesses, fixing their marketing sales and getting paid up to $25,000 a month retainer a pop per business. But most importantly, I know what it feels like to be successful, to be working so hard, but honestly still feeling stuck because maybe you've got clients. Maybe you've got revenue, but you're still the bottleneck inside of your business. You are still on way too many calls. You're still fixing every problem. You're still getting pinged by too many notifications. And you're probably trying to put out fires and herd cats. And that is not a business. It's more feeling like a job. and your life is stuck waiting on the other side of someday because for me I've got four daughters, I've got a wife, I have a dog, we have homes around the world and I want time to actually enjoy it outside of business and dare I say too much of the advice and stuff that you're seeing in podcasts and YouTubetubes and when you scroll through Instagram, it is all about grow, grow, grow more, more, more. But what if you're actually growing and scaling something that you don't enjoy? Because I have done that. I've had to tear a $3 million business down because I was waking up every single day dreading it, hating my life. And that was just not the way I wanted to go because I love business and but I don't want to be working every day all day long. And that's why I now run business completely differently this time with one rule. The business has to grow without me. And that's what this channel is all about. Because I'm not going to share hustle harder content. I don't care about high ticket sales secrets. I'm not here to flex in a rented Lambo and sell you a $7 PDF that leads to a 997 course leads to a $7,500 container and all that coaching circle jerk stuff. Simply, I'm here to help high-erforming coaches and creators build businesses and lives that they love. They're clean, they're profitable, they're low stress. The kind of business that buys back your time, so you can pick up your kids from school. So you can surprise your wife for a midweek brunch. So you can take a month off and you know that money is still getting into the bank account, leads are still coming in, your clients are still getting great results, and you are able to make a h 100,000 a month or more without grinding yourself into the dust. This channel is for you if you're already good at what you do. You've made money, but you want to make it cleaner and easier. Maybe you're tired of building just out of ego and you're ready to build from a place of freedom because this is going to be all about where we're going to talk about systems. We're going to talk about offers. We're going to talk about simplicity. We're going to talk about that dirty sword, scaling, but scaling without adding complexity or headaches because this is about what is actually going to work and what is working today because I can see it and I've been in it with 1 million, 10 million, $50 million businesses because I've seen behind the curtain and now finally I can show you, I can share with you what is actually working, what's real, what's BS and what it is that you need to do today. So, if you're actually ready to be able to grow and scale a business that supports what really matters in your life, then hit subscribe. Also, comment below and say hi so I know that you're one of us because I actually want to participate this in a two-way conversation. This isn't just me jabbering on, me talking down the barrel right here because I'm here to make sure that we are going to build a business that actually gives you your life back. And uh the way we're going to do that is by welcoming you to the new way of doing this.
Client: Chris Dufey Format: Long form Published: 2026-01-22 Views: 347 Video: https://www.youtube.com/watch?v=hwBGAfDuAGo Runtime: 47 min 11 sec (9,700 words) The script, as delivered on camera I'm not building up the brand. I'm destroying the brand. Even if I got a bunch of views, I didn't materialize into any followers. On the contrary, if I get a video that gets 250,000 views, but I get 10, 15, 20,000 followers from that single video, I'm [ __ ] pumped. Yes, cuz I know that video was potent. Not a lot of people necessarily saw it, but the people that saw it were the right people that actually resonated with Dan's message. Nobody talks about this. Nobody's actually gone to this level of brand, but I got those followers without exposing Dan's face to a bunch of strangers. Ah, in the world of personal brand where you're giving up your privacy for impact, you want to be very, very careful with how many views you get, how many facial impressions that you get. That's why we don't run ads. We don't do viral content that isn't about value. I care a lot about how many followers are we getting per piece of content, per impression. Oh, that was so good. I feel like that last couple minutes is just [laughter] golden. When you think of content as a business, what's your philosophy with what the actually important moving parts of that are? I think number one is tying it directly to revenue. I think a lot of people forget that they can track whether a follower turns into a client very very easily and they want to hide behind this this veil of like, hey, I'm building awareness. I'm building awareness. But at the end of the day, if you're building awareness and you're not getting people in the door or buying your [ __ ] then you're not building a business. You're just making content. There's two ways that people can get in your world as you know a lead, right? One is dude, I appreciate you taking time out for this. When I distill it down, this is the way that I see it, right? There is this thing that we call social media right now. It has tremendous power for us to be able to share a message and to be able to get people that don't know us to know us. There is something that has to happen to be able to get people that don't know us to know us. There has to be something that has to happen for therefore no like and trust to get built and then to be able to put into a sales pipeline of some degree of some sort so that there is a transaction made so we have customers and clients on the other end. Right. Yeah. The other thing that comes to me as well, which is I always want to be proud of the stuff that I put out into the world, right? And so where I see what brilliance that you and Dan do together is the quality is very high. There is a level of invention that's happening as well such as like what do we need to do to be at the cutting edge to be at the front of the pack and how do we lead rather than follow and then there is a case of how does this actually become a business within itself. Does that make sense? Yeah. Yeah. Yeah. Actually monetize it make money off of uh your audience. Yeah. Provide enough value so that people would buy. When you think of content as a business, what's your philosophy with what the actually important moving parts of that are? I think number one is tying it directly to revenue. I think a lot of people forget that they can track whether a follower turns into a client very very easily and they want to hide behind this this veil of like, hey, I'm building awareness. I'm building awareness. But at the end of day, if you're building awareness and you're not getting people in the door or buying your [ __ ] then you're not building a business. You're just making content. And I think that's the biggest thing that we did early on, like very very early on when we decided to go pro and take it seriously is that Dan was like, I will put my dollars and cents behind this if it ROIs. So, show me where the ROI is. And that's when we, you know, did the whole like every day we calculate how many followers we add on all platforms and every day we calculate how much revenue comes in the door. And it is very it's it's a very like caveman way of calculating things. And it's there's a lot of lagging indicators that you can't account for. But at the end of the day, if your if your revenue per follower added over a month, 3 months, 6 months, or 12 months keeps going up, that means that you're doing a good job. That means that the people that are coming your door are actually buying your [ __ ] And if it's not, like if it's going down, if your revenue per follower is going down over time, then that means that you're not attracting the right people. And that that then you need to make an adjustment on your content, right? Where you're adding a bunch, let's say you're adding a lot of followers, not necessarily turning into revenue. So, the way that I see a lot of this is a lot of people can get caught up with like attribution tracking, right? Where they're like, "Okay, I can run an ad and they hit this landing page, they see this VSSL, they book a call, they buy, and I've got this like clean attribution tracking." I think there's a bit of a little bit of BS when it comes to that. And we do have to kind of step back and look at a a holistic model and go, I'm running ads. I've got organic content. There's organic content on all of these different platforms. Where I think what you and Dan are doing so well and I love that you kicked off with this is simply a case of actually the caveman tracking is the best way to do it because from a let's not even say a business owner let's say an investor. If I'm investing into a company and I want to say hey I can see that this is the output such as I've got paid ads and I've got organic. I'm paying for my team to be able to produce or like to me the material, but this is the ROI of what's coming through from actual dollars going into my Stripe account and these are the sales that are getting made. Why do you think people are not doing that? I think it's cuz it's almost sounds too easy, right? And a lot of people want to hide behind complexity and say that like, oh, I've got a fancy funnel and it it does XYZ. I'm not saying that you don't double click and measure like, hey, where out of these people, where are they where are most your our clients coming from, right? Um, and if it's Instagram, are we fully optimized on that platform? Like, I'm not saying to not double click on certain platforms and see where the clients come, but I think a lot of people hide behind complexity because it it feels smart when you have a big fancy funnel and you're getting people in the door. But what people forget is a lot of times like the things that are going to drive the most results is building a brand big enough that people get attracted to you and then your ability to actually convert them into clients, right? Because there's there's a difference between uh first touch and last touch attribution. And a lot of people think that they're doing first touch, but they have no [ __ ] idea where the first touch happened. And like I personally out of all the content we made on on our platforms have no idea where the first touch was, right? I can make assumptions, but I have no idea if they found me on Instagram first, if they found me on YouTube first, if they if they found us on Facebook and they went to YouTube or they went to Tik Tok and they went to YouTube. All I know is last last touch attribution. And as much as we can distill down to um like what made them take that action on last touch, right? That's when we start to see real results. That's when we start to to be able to calculate where the person is coming from. That's when we implement lead magnets and get people in the door that way. This is good. This is really good. I'll use an exact example then. So just had a call with new client signed on so pays $10,000 to come through the first frontend program, right? Uh actually fellow Canadian and he was actually like hey I've been following you for years like like like he was like I don't even remember how I've come across you but I know I've been following you for years like from the fitness world days, right? Yeah. Um, and I was like, "Oh, that's interesting." But then I was like, "Actually, so what got you to book in the call to then join us?" And then he explained what that was. I was like, "Oh, that's interesting." So when you think about last touch attribution, double click on me. What is it that you're actually doing to find out number one, what that last touch attribution is? And then how are you trying to like double down on that to then obviously optimize for it? Love that question. There's so high level there's two ways that people can get in your world as you know a lead right one is you do what we call a hand raiser and you get them to raise their hand and say I need help right and that could be as direct as hey I'm opening up a coaching program are you interested right and they reply coach or whatever that's a hand raiser the other way that people can get in your world as a quote unquote lead is that you collect them with a lead magnet right so you're like hey I've got this cool thing you just have to give me your email, phone number, and I'll send it over for free. And that's how most people get into our world. Some of them get in through like uh you know, Handrazer, some of them get get in through a lead magnet. The big difference is the people coming in from the Handrazer are very very high intent, right? So, we need we don't need a ton of volume to get, you know, X amount of qualified people in the door because they're very very high intent. People with the lead magnet, they need a little bit more massaging, a little bit more nurturing. and they get on a different email campaign that that essentially like builds them into a perfect buyer. Um, but they still come in our door through a lead magnet, right? And I think people forget that there it's pretty easy to just collect emails. Uh, if you have either something really cool, right, that they can essentially download for free just if they give you the email or if you have a very very well-crafted hand razor, right? And I I have I mean I have a template that I use that we use here in the company um that combines you know pain uh where they're at the unique mechanism that we use um and it kind of builds the gap between like who they are who they want to be and gets them to reach reach out and and raise their hand. Oh, I love that. I love the methodical approach to actually breaking this down into like this is a brass tax way that we are able to do this every day, every week, every month and obviously relate to sales on the end of it. There's one thing you said before that I think is really important that I I don't want to skip over personally for myself uh that I'm going I'm going to ask this question from a selfish point of view, but I also know anyone else that listens to this there will be tremendous value behind it. And you said going pro, right? Yeah. I think it was in Huntington Beach I saw Dan and I said to him, I was like, "Dude, why are you doing the content thing? Like, you've won. You've won. I've known Dan for years, built incredible businesses, you know, I mean, uh, it was crushing it." And I was like, "What are you doing this for?" Uh, his answer, paraphrasing, was something along the lines of like, "It makes everything else easier." And I was like, "Huh?" And I'm like, "Oh." And I was like, Dan's playing a different game. Dan's playing a bigger game. And I was like, this is super interesting and fascinating to me. And then when you said going pro, I feel like there is something really important behind what you just said, Sam, that I think a lot of people, and I will include myself in this, where I was like deceiving myself and like telling myself a lie. And and this came up originally. Uh do you know who Sabry Subie is? Yeah, I know Sabry. Yeah. Okay. So, I was at this event in Melbourne a while ago and Sabry was there speaking at this private event and then I saw him say something else and it was like uh I think he called it like the the 4hour virus, right? Whereas like everyone's gotten caught up to be like, "Hey, like the 4hour work week where everyone's trying to do the least amount of work possible and then hopefully get good results." I can see that is and I I bought into it, right? [ __ ] hand up. I bought into that for sure. But I also feel like I feel like I've walked into a season of life now where I'm like, "Oi, I'm ready to go ham. I just feel like I'm getting started right now." So when you say going pro, Sam, what does that practically tangibly mean that you can look at other people like you're a mountaintop. So when you see other mountain tops, what is it that you actually see and define that as in going pro? 100%. Great question. And I'll I'll double click on the the 4 hour work week because there's like two there's a bell curve, right? It's like for me, buyback your time is the ultimate epitome of how to operate in life, right? And that's the the the philosophy that Dan came into the market with that obviously resonated with a lot of people and was a big reason why we're able to build the content up to where it is, right? And on one side there's the hustle culture, right? Where people are working [ __ ] 100 hour weeks but getting no results. And then on the this side, there's a 4-hour work week where people are getting are getting decent results but working the least amount of hours. Yes. Right. And there's the middle there where it's like, hey, you've got 40 hours in a week. You're going to work. What are you working on? Right? And that was the philosophy that we had when we went pro. We're like, we are going to buy back our time, build in a way that is sustainable in in the long run, but we're not going to do the least amount of effort to get the most amount of results because that's what we did for 5 years. We were only shooting content for I think it was like two hours a month, right? So, we're shooting like eight videos in two hours, like 10-minute videos on and posting them on YouTube and crossing our fingers and hoping they'd work, right? We did that for 5 years up until 2023 when we looked ourselves in the mirror and we're like, "Hey, we're not showing up to the level that we know we can. and there's opportunity in the space. We have this really cool message that we can put out there. How can we not go to 100hour weeks and burn out, but how can we make this in a sustainable way where Dan's only spending three hours a week making content, right? He's he spends 12 hours a week or 12 hours a month making content. And we're able to turn that three hours a week into 196 pieces of content every single week because we turn pro. And what turning pro looks like tangibly is putting your dollars and time, your calendar behind the mission, right? Because obviously you want to tie it back to ROI, which is what we started this conversation with. But at the end of the day, if you want to um get disproportionate results, you're going to have to make disproportionate bets. And we made big bets at at first where we, you know, got a studio, hired uh a bunch of editors, right? hired a full-time videographer, hired uh I hired my assistant, right? We made some big bets early on that we were hoping that we knew was going to materialize into results if we actually pushed it forward, right? I I got the most expensive consultants that you could find on all the platforms, right? I reached out to all the people with the masterminds. I figured out who was behind the scenes at other people's creative departments and I got access to them, whether I needed to pay for their time or not, right? And that's the that's the mindset of going pro. And it's like, yeah, you know, we grinded for a period of time, but we didn't do it in a way that wasn't sustainable, but we 100% did not do the least amount of effort to get the the result. We probably put in more effort than 99% of people out there. Yes, I I love that you said and I think that is a message that is extremely important especially the entrepreneurial space to take in which is there is nothing wrong with stepping into a season or a chapter where I'm like I'm going to go ham on this and that's a good thing and I want to be and you know what I'm bullshitting myself to think I can create something truly miraculous and marvelous and leave something really well in this world if I'm not actually putting the as you said the effort the time and the money resources behind it as well. Obviously, it's a game of deploying like dollars efficiently and that was like from the start we weren't blind to the results, right? Like I was I was tied to an LER, right? Labor efficiency rate where you know we're spending money, right? Is that necessarily contributing into topline revenue, right? So if I go hire an editor for example and I'm paying them anywhere from, you know, 50 to 60,000 a year, maybe hypothetically, um is that 50 to $60,000 a year converting into topline revenue, right? And can we show that progress over time? And I think that's what people hide behind because they just want to, you know, hire people, run a business, whatever it is, but they're not, there's a great book on this, uh, Simple Numbers by Greg Crabtree. They're not actually crunching the numbers down and looking at them holistically, but then also like double clicking on, hey, I'm going to spend $10,000 a month on a on a consultant. Can I get a four to 10 times ROI on that? Right? Is that possible? Because if not, I wouldn't even hire that consultant. in the first place. Let's get super nitty-gritty. What are the KPIs you think are most important to actually live and die by? Like what what would be those KPIs? Maybe answer in two parts. What are the KPIs that you're like this is the numbers that I care about the most? And what do you think would be a general broad strokes? What are the KPIs that you know the market should actually think about? The biggest two lagging indicators that we look at is what we started what we started this conversation with which is followers to revenue. Right? That's the biggest lagging indicators. That's what I look at every day. If we distill down, right, we distill down on the media side. There's three on the media side. There's followers added per piece of content. Yep. So every like per piece of content, per video, how many followers is that video giving me? And since I think it was 6 to 12 months ago, Instagram actually gives you that number. If you go look into the analytics, you'll see how many followers came from that specific piece of content. On a YouTube video, you can see exactly how many subscribers came from that specific video, right? And that this is really important for the third step, but the second step is view velocity, right? How fast is that video getting views? I care less about total views. I care more about momentum, right? Because I know if a video on on YouTube, for example, is getting 4,000 views an hour, right? for for us that's you know crushing it then it's gonna eventually be a 500,000 view video right I know if it keeps that pace up over I don't know what the math is on that I never do public math yeah but over this amount of time 30 to 60 days it's going to hit uh 500,000 views right can I just jump in super quick is are you looking at velocity because that's a metric that you get faster feedback on so rather than being I've got to wait 30 days to see how the video goes I I've got 24 to 36 hours to care about this right now. Yeah. Yeah. 100%. That's the game, too, because like on short form, you can't really do anything once you post a video. You can just adjust in retrospect. But when you post a YouTube video, you can change thumbnail, title, you can even trim the video. Sometimes we've we've gone to that extreme where it's like, hey, this part in the hook doesn't serve the video. Let's just take it out. Um, so that's why we care about view velocity. And the last the last the third part, right, of media is our view to follower ratio per piece of content. Right? So, this is an advanced metric that no one [ __ ] talks about in the content space, but it's like, hey, if you get a million view video, but it only gets you 100 followers. Was it a good video? What is that telling you about that video? Right? For me, when I see a million view video that only got us 100 followers, I'm like, [ __ ] Right? Because what that means is that a bunch of people saw Dan's face, facial recognition, but did not have a positive experience with Dan. Right? So, I'm I'm not building up the brand. I'm destroying the brand. Even if I got a bunch of views, I didn't materialize into any followers, right? And on the contrary, if I get a video that gets, you know, let's call it 250,000 views, but I get 10, 15, 20,000 followers from that single video, I'm [ __ ] pumped. Yes. Cuz I know that video was potent, right? That that not a lot of people necessarily saw it, but the people that people that saw it were the right people that actually resonated with Dan's message, right? And I built his brand up, not by not and this is what people forget, right? Um, nobody talks about this because like nobody's actually gone to this level of of of brand, but I got those followers without exposing Dan's face to a bunch of strangers, right? And in the world of personal brand where you're giving up, right, your privacy for impact, you want to be very, very careful with how many views you get, how many facial impressions that you get. That's why we don't run ads. That's why we don't do viral content that isn't about value. And that's why I care I care a lot about how many followers are we getting per piece of content per impression. Oh, that was so good. I feel like that last couple minutes is just [laughter] golden. Break a belief in my head. Right. There is if I think of two different parts right now. There is I produce a piece of content because I want subscribers and followers and there is I produce a piece of content because I want a client out of it. However, that's a lagging metric. getting a client out of it. And I really want to think about and my focus should be per piece of content, how many subscribers and followers am I getting from this because then it's the they turned into a client because of the then built out after. Yeah. Yeah. 100%. That's why I build a content strategy just like an email list. And a lot of people want to skip to getting married before even going on a date. And the more you can treat your content strategy like just getting people in the door and then nurturing them from there, the more you're going to get clients, right? And you make sure that you have a cadence where you go harvest, right? You go plant seeds, plant seeds, plant seeds, and then you have a cadence where you go harvest. So for us, every week we post the first uh type of um lead capture, which is a hand raiser. We post a hand raiser every week where people raise their hand, they say, "I need help. I need help." But those people have been following us for six, 10, 12 months, right? where they landed on a video, followed Dan, got nurtured for six to 12 months, and then all of a sudden raised their hand for help. Um, and I think that's what people forget when they're making a content strategy that they want to skip to the end, but it's like, hey, no, like this is like an email list. It's going to take time to invest in. Um, and that's why like some of those indicators are lagging, yes, but you still want to focus on them. What is that ratio of give to take? I mean, I'm always going to overoptimize on giving as much as value as possible. I know like Gary wrote a great book on jab, jab, jab, right hook, right? Like you you want to give at least, you know, a couple pieces of positive experience, but I think on social it's even bigger than that. Like I think you need to give at least 10 to 15 jabs for a hook. Um because jabs are so commoditized nowadays where everybody's giving value for free. Can you be the person that gives the most value for free? Right? And that's why I love I don't know if you know Kale Braston, but he's a big great mentor of mine. That's why I love that he posted a six-hour course on YouTube because in his space, nobody was doing that. Everybody was selling the course, not building goodwill, and he's like, "Fuck it. I'm going to record the course. I'm going to spend all this money. I'm going to give it away for free because then I'm going to stand out." And I think that's what you have to do because that was, you know, that was 20 25 jabs, right? Yes. And then the right hook and that right hook is going to land a lot lot harder and is going to get clients in the door. Yeah. I was uh I listened to a quick interview of Calb and he was like the amount of email the how much he was able to grow his email list just from that was just tremendous. I'm like oh my god like that makes so much sense but I think we need a kick to the head sometimes to be like you know what just put so much more effort in the value that you give out into the world. uh the karma will come back around, but obviously you need to be able to strategically engineer karma so it turns into clients. All right, this is spectacular. When it comes to everything that you see from Dan stuff, other people that you know that you're working with, what would be the what's working now on socials? Like what's the new game that most people haven't even caught on to yet? If you would have asked me that six months ago, I would have said like trial reels and maybe like longer videos on YouTube. Yeah. Um that's changed since then. Like trial reels aren't as hot as it used to be. Um arguably now shorter videos are performing better on YouTube. We posted two 60-cond videos and they're our best performing videos in the last like 90 days, right? Um what stays true because I'm all about principles. Like we'll talk about tactics sometimes here in the studio, but a lot of times we're talking about principles. What stays true is exactly what you said is can you provide more value than anybody else in the space on a consistent basis that actually gets eyeballs, right? So what that looks like is taking whatever let's say like a a piece of content, let's say how to grow your business in 90 days, right? How to grow your business past 100K a month in 90 days. A lot of people's made have made that video, right? A lot of people sound the same. How can you specifically [clears throat] say something that what I what I call is a contrarian take that would completely alienate other people's opinions and make and put you put yourself in a market of one. Yes. Right. Because I think that's the big thing that we did when we came in with the buyback your time swing in 2023. It's like, hey, if you want to grow a business, your life doesn't have to actually suck while you do it because you you can just buy back your time and have more time. So, as your business scales, you're actually more free, right? And in a world where everybody was either talking about hustle culture or the 4-hour work week, Dan came right in the middle and said, "Hey, you can actually do both, right? And actually, if you want to hustle, you can hustle on the things that actually light you up." And that's what you have to do in in in the market, right? Like in today's world, content is the ultimate reflection of every creator out there. And the more you can have contrarian takes and have unique mechanisms that get outcomes and share those unique mechanisms in your content, then people are going to gravitate towards you. That's what you see the top creators do today. Like there's no secret sauce. There's no magic strategy. It's coming into the market hot and heavy contrarian takes and unique mechanisms to get there. And most of the stuff's already been said, right? like the top point me the top five creators in the space right now. I can point back Ray Dallio or [ __ ] Warren Buffett or Churchill. Yeah. Yeah. Confucious, Marcus Aurelius, someone that says the exact same thing. So, how can you package in a way that's unique to you um and actually provides value to people? And and I'll so I'll even double click on that. Like this last thing is going to separate you from everybody else and it's one thing that I learned from Caleb is how can you get them to take their first step into action that would get them a result. So the whole point of making content isn't just to get eyeballs. It's to get people results in advance. What I loved about Caleb's six hours course is that he shared a workbook that you could download that you know wink wink you he would get your email and your SMS so you get the lead. But that workbook took you one step closer to taking action, right? Because he said in the video, he literally said in the video, download the workbook so it's easier for you to take action on my advice and you're able to get results faster. Right? Because the whole point of making content is to actually make people have a change in perspective that would get them closer to making a decision to take action. Because 99% of people consuming [ __ ] online right now aren't actually taking action, right? So, what they need is somebody to hold their hand and say like, "Hey, it's okay. It's going to be okay. Take the leap of faith and do the actions that will get the results." And then you'll stand in that market of one. What I'm hearing, Sam, is let's say I'll use the analogy. If we have four hours to chop down a tree, three of them are going to be sharpening the axe. That sharpening the axe in this situation is actually doing the thinking and the working out what is my contrarian. What is my contrarian takes that I am saying something different from the noise that everything else is out there. And how am I able to do that in a way that actually I understand what are the milestones that my market needs to move through and how do I help them actually achieve that next milestone through taking action. Yeah. Yeah. 100%. And doubling down on your expertise, your personal story because that's the ultimate advantage in in today's world. Do you have any like insights, advice when you see other creators, businesses when it comes to how do you best articulate and craft someone's story so that it is able to attract and build trust? Super [ __ ] great question. So, how yeah, how to help people tell better stories about themselves. I think a lot of people underell themselves. I think a lot of people hide behind, well, that's that's just me. Like, nobody will resonate. That's not that impressive. I've had a lot of people have that challenge, right? And I think the more you can be open and honest about like what you did and who you are, people are going to gravitate towards it. And guess what? Like if you've gotten an outcome that most people had hasn't, and I bet that's most people listening to this right now, that's impressive. And you don't have to have 250 million 500 million in liquid cash to talk about any tactic that you figured out, right? And it it's it's tough because you see these creators that have blown up really quick and they're throwing out those numbers and a lot of times that's not the reason why they actually blew up. It was all the micro proof that they shared along the way, right? And you'll see in a lot of our recent videos, we're using a lot more micro proof and a lot more content align proof because that's what actually resonates with people's in the audience, right? So let's say we're making a video about how to get customers with AI, right? Dan's not gonna say, "Here's how to get more customers with AI because I'm I'm a hundred million dollar CEO." Yes. It's here's how to get more customers with AI. Because in all my companies today, every single day, we close around 12 to 25 people using AI calls. Super specific proof. And through that, I was able to generate over 120K in net new revenue across my companies, right? Not that impressive when you think about it, but it's distilled down to like one single mechanism in the business. So, I think that's the biggest thing is to actually be open and honest about your personal stories, your expertise, but then also sharing a way that's content aligned because I see a lot of people make content out there where they give a promise in a video and their proof is completely off from what they promised in the video. Yes. Yes. Okay. So, I only realized this when I was actually just in Bali just before, Sam. So, you can kick me in the shin next time you see me for this for sure. [laughter] I realized I was like my content that I've been sharing has really only been about one business which is Rain Makers my main company right however I actually have five businesses right and so there's the IV and blood clinic there's a property business doing there's another coaching business and I was like holy [ __ ] I've not talked about any of this other stuff and so therefore I've been talking about this small slice of the pie and missing out on so much of my actual authenticity of like what is it that I'm doing and like I wasn't even perceiving myself as when it came to that as well. I think my question is how would you help me stop digging my [ __ ] head in the sand and then actually saying the stuff that truly tells my story and to best help people that way. Like from what you know of me, what is it that you see there? Yeah, 100%. I think there's there's a few things. The mental like the mental model for me is if you have a story and you're sharing the same story over and over again, people are going to get bored, right? If you go to a party and you're talking to someone and all he talks about is one thing, no depth, just well, I guess a lot of depth, but no width, right? It's just, you know, deep talks about, I don't know, crypto. He's just talking crypto. Crypto. Yeah, crypto is a perfect example because I have a lot of people I go to parties and all they talk about is Bitcoin. Yeah. Um, if he just talks about crypto for an hour, you're going to get [ __ ] bored, right? the best content creators in the world and people have opinions about Joe Rogan, but what I admire about him is that he has five to 20,000 content buckets, right? Where he talks about a lot of stuff, different things that are aligned to who he personally is so that people come back for more, right? Because there's dimensions to his character. And what I encourage people to do when they have multiple businesses just like you is figure out what are the core stories, what are the core frameworks, what are the core value that you can you can share with your audience out of all your companies, right? And obviously you want to focus on a few, but you'll notice that our content strategy is very calculated to position Dan as the AI expert, shine light on that, to talk about his business acumen, to talk about some of the relationship stuff that he's doing, you know, with his kids. He's world schooling his kids. He's traveling around the world. Um he has a beautiful relationship with his wife Renee. Um and then also some of the mindset stuff, right? Like even just doing iron mans, like doing hard things, training in the gym. Um that we want to shine light on, right? And if we only shine light on his business acumen or let's say only the AI stuff, then a lot more people wouldn't buy because they don't trust him as a human. Yes. Right. Yes. The more you can share like let's say I'm I'm interested in your fitness coaching, but and then I see you share about your IV clinic. I'm going to be more inclined to buy from you, not less because I'm like, this guy understands the full compass of health, right? Not just the tiny little nutrition stuff, right? The full [ __ ] picture, right? So, I'm going to go hire this guy instead of Bobby Joe over here that only talks about fitness and nutrition. If that makes sense. Yeah, dude. That makes bloody perfect sense. I I'll say this, like we have in our coaching program at Elite, we have around 50% women. Yeah. And the only reason that's the case is because Dan shares a lot about his relationship with Renee. Yes. And that builds trust with our female audience because 30% of our audience on Instagram is female and a lot of our clients came from, you know, Instagram. They're buyers. What have you learned about the first three to five seconds of a piece of content? Like what is actually an effective hook? uh like what is actually working when it comes to getting someone to stop scrolling and get them on that slippery slide that then gets them to continue watching a piece of content. I Yeah, that's a great question. Um there's a few pieces like there there's a couple I'll give you like the hook frameworks because I think that's a really good mental model to think about. Um and the fir the first one is literally what we talked about which is the contrarian hook like the contrarian hook, right? Contrarian reframe. So, what that sounds like is um you know, business isn't about doing more, it's about doing less, right? Contrarian reframe, super simple. Um and you could take it to the extreme and say like, I don't think you should actually uh work 40 hours a week, right? Something like that, right? That's going to hook people in because they want to hear why. U second one is a framework hook. And I've seen this work well less less so these days, but back in the day when we used to do um you know Dan on stage and that kind of pulls people in is you know I have this thing called the 131 rule where I have I have these five rules that you know I apply to my life whether it's in business, personal or finance. Um and that what that does is creates intrigue, right? Same thing. The next one is a labeling hook. And I think this is this is the most advanced one that I use all the time. um whenever I'm outlining a video and it's if you want X or if you're X, don't do or do Y, right? So, if you're in your 20s, don't go to the club and party every weekend, right? Label. And when you label people um in your 20s is a bad example because that actually isolates um the physical attribute, but if you do it with a mental attribute, it's even better. If you say like if you if you're ambitious but lazy, don't block your time for example, right? What that does is it labels people like I'm ambitious and I'm lazy. Yes, I'm going to listen to this guy. Um there's three more. The the next one is a story leading um which is basically my brother, my mom, my dad, and then you go into a story. The next one is an authority hook. So a lot of like borrowed credibility happens on Instagram. So you'll see a lot of people talk about like Dan Martell, Alex Herozi, Warren Buffett, Steve Jobs always says, right? And then the last one um is just a curiosity gap. So it's like did you know that X? Did you know that Y? Did you know that? Like it's kind of like more of a reporting one that we don't use very often honestly. Okay. But the top ones for me are contrarian reframe. Like if you're not doing X, do Y. and uh the labeling hooking because those two are going to get you the most results. So quickest next step to milestone right now would be okay great. I want you to think up what are the top 20 contrarian points of view that you have in your marketplace right now and I want you to take these top two hooks. So therefore you've got 20 pieces of content right now in which you can go and shoot something and then be able to actually get moving from there. Would that be a next step? 100%. I would even reduce the volume down to like do five and test it and then readjust. I think a lot of people themselves. Yeah. A lot of volume before actually knowing what works. Amazing. Okay. So, someone's got bugger or followers, right? Uh would we say I'm thinking of a paid ad strategy right now? I I I could literally execute this right today after this call where I'm like, "Okay, I'm going to think of three contrarian topics. I've got two different hooks for each. I've got six. I'm gonna shoot a bunch of content. I might might even not even shoot it. I might write a post and have a static image behind it. I'm going to run six ads and test which one's going to be the winner for it. Right. Do you guys use paid at all? I I do paid for other like I work with Dan's portfolio companies. So, I'm pretty familiar with uh with paid, but in like Martell Media itself, we don't do paid. For dance coaching? Yeah. Because it's not made. No, it's not. Yeah, we just we turned off ads. Yeah. A couple years ago when we just we saw the organic going up and then Yeah. So with the with the companies that you run paid with, how do you think of paid and organic being a symbiotic machine together? Yeah. I mean, there's a couple companies that we do them together and they're they're very they're very intertwined. And I think the biggest thing is like whenever you run an ad, especially a straight for the jugular ad, you're kind of reducing goodwill with the market. So you want to make sure that you're either doing it in seasons around launches or that you're doing it like very very low volume, right? Like you don't want to crank ads and lose all your goodwill if you don't have a good reason to do it. And you see that like best example is Alex Rousey's book launch, right? He went hard in the paint, spent $6 million on ads in like eight weeks, six weeks. But that was a compressed time frame where people everybody saw his ads in six weeks and then he cashed in, right? Spent a six million, made a [ __ ] like a hundred something on the on the on the book launch, but he didn't scrape away all that goodwill because he only ran the ads for six weeks, right? And I think that's the biggest thing, the biggest strategy if you do have an organic audience and you want to go start running ads without losing all that goodwill is do it around a launch. Do it for a reason. Don't just do it every day for no reason. for other companies that maybe necessarily don't have a big audience, but they want to run ads, right? And that's, you know, how they make most of their money. And I work with a couple companies in Dan's portfolio where that's the case. We have an ad strategy where it's give first then ask. So, a lot of times we're running ads to lead magnets, low ticket offers, book funnels, or sometimes we do re retargeting, you know, straight for the jugular ads. Yeah. But we never do like a a broad ad with like, "Hey, if you want coaching, buy my shit." We always try to give value first and then people follow our funnels and we market to them that way. Oh, this is so good. Okay, two questions left because we come out of time and I really appreciate this. Everything vanishes. You got one platform to focus on. Which one would you focus on now? [ __ ] that's tough, dude. I Yeah, so in my head I'm I'm between Instagram and YouTube. Um, man is is the correct question. How do you best do YouTube and Instagram at the same time? Yeah. Yeah. But like if I only had one, I would go if I wanted it depends on my goals. If I was doing it for long-term brand building, I would go all in on YouTube. Problem with YouTube is the monetization strategy, especially with if you don't like you don't have DMs. So, you can't just like message your followers. You have to like get them in your funnels, lead magnet, strategy, all that stuff. Yeah. Uh Instagram, like super popcorn content, not really building the brand long term. Yeah. In a way, but not as much as YouTube, but very very monet monetizable. So, if I was starting from zero and I'm like, "Hey, I want to make money today on on social media," I would go all in on Instagram. Y and I would have a DM funnel. Yep. If I just was doing it for brand reach and reputation, I would go all in on YouTube. And I think that's the move. Like depending on what your goal is as a business owner, I wouldn't try to focus on seven different platforms. I would just go all in on one. I was about to say I was going to ask two questions, but I'm going to ask 2.5 questions. How do you use Instagram and YouTube together? Like if it's if it's like But am I asking that question because I'm trying to h like have the cake and eat it too? And that's the incorrect way. I mean, for us, like we did use both for like a season of time and you'll see where it changed. All our traffic coming in from YouTube was going into Instagram as our conversion tool. On YouTube specifically, Dan was like, "Hey, if you want access to this lead magnet, right, this cool EA playbook, just message me YouTube EA on Instagram and I'll send it over." So, we were sending all our leads over to Instagram as a conversion tool. But then obviously like as a business matures, we want to have better tracking. We want to diversify our risk. So we went back to you know traditional marketing funnels where you know you have a link you click on the link you get the resource and that's like as a philosophy a better strategy because if not then you're you're just you know spray and praying shooting at the [clears throat] wall see what sticks. All right what's what's the question nobody ever asks you about this stuff but they should. about organic content as a whole. I'd probably say for my specific like where I'm at today, what would what would be your advice? Like I think a lot of people want to skip to the end and they're like how do you do that today? But when we started it was me, Dan, and his assistant an right and we just [ __ ] attacked the problem, right? And I hired editors and like I wasn't paying my editors, you know, I wasn't paying them a [ __ ] ton of money, right? they were there for the mission and the goals. Um, and we're very efficient with, you know, some of the stuff that we're doing. Um, and very scrappy. And I think a lot of people forget that like you don't start off, you know, having a 15 person media team. And you shouldn't ask about a lot of people ask me about, you know, who's like who's your who's who does your emails. Yeah. Um, and they should be more worried about like, hey, you know, when you were starting off, when you were a team of three, four, five people, what did that look like? Yeah. Um, yeah. I think that there's stages to success and I think that's the question that people don't really ask. So if someone's like, "All right, I'm starting pretty low." Who's the first two hires that you think are the most beneficial then? Yeah. I mean, [laughter] yeah, it's uh as a coach, like I would follow Dan's replacement ladder. So it's it goes EA first, executive assistant. Why EA takes the most amount of [ __ ] work off your plate so you can focus on the [ __ ] that actually matters. Um, so email, inbox, and then calendar. And essentially, you hire a babysitter, right? And I I, you know, I have a great EA, Alexa, and she does wonders. And the big reason why I love having her around is because when I don't do [ __ ] I'll hear about it, right? Because she's a like she keeps me wrangled, right? And if I she puts something in my calendar and I don't show up, I don't do it, then it's all on me, right? And I think having somebody else have access to your full calendar and you know be right there over your shoulder will force you to do the work that you know actually matters and you know that's probably increased my productivity personally you know 30 to 50% over the last two years. And then the second hire I would say is some sort of if you're just starting off some sort of delivery person. So delivering uh for your clients and then if we if we're just talking about content I would go hire you know some sort of marketing media person that you can work with [clears throat] um you know videographer that you can work through. So super selfish question then right build in-house or outsource I think for heads of departments like especially if you're building you're starting off your first like three to five hires should be in house but then after that you can do contractors I've hired agencies with contractors um like there's a real strategy of of doing that um but eventually it's like it's just like we said earlier there's a bell curve like eventually there's a point kind of diminishing returns where you have, you know, a team of [ __ ] 20 contractors and nobody's getting anything done. And that's the point where you want to start bringing ROS back in house, right? Because what you buy with contractors and agencies is expertise. What you don't buy is, you know, efficiency, right? Because you're losing a lot on productivity and you're also losing a lot on the actual cost of the the the work, right? Because they're going to charge a premium um than if you had a full-time employee. But yeah, your your job is to go like hire the people, then get the contractors, the consultants, the agencies, then after a certain point phase them out, and then bring full time people in. Uh yeah, I remember I think it was last time we were together, you showed me this spreadsheet of like all the different phases of growing like a media team out and you had thought that through so meticulously. I was like, "Holy [ __ ] that's amazing." Sam, you are an awesome dude. I uh love being mates with you. I appreciate you taking the time for this. I'm looking forward to our next leg session uh later this year together, Dave. Yeah, bro. Um we'll hang out. Thank you. I appreciate you. You're you're awesome. Appreciate you, boss. This was [ __ ] this was cool. This is a fun pod. Well, dude, I purely did it because you are so goddamn good at what you do. Uh and I am so pumped to see what unfolds. obviously Jamine with yourself and Dan together, but also with you and everything that's going to be coming forward. So awesome, dude. Really bloody good. Thank you. All right, that's it for today. And if this did hit home for you today, and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Would be a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-03-31 Views: 281 Video: https://www.youtube.com/watch?v=2hCYsOVWoI4 Runtime: 29 min 28 sec (5,402 words) The script, as delivered on camera I've built hundreds of funnels. I've spent millions on ads. I've tested every scheduleuler, every form builder, every CRM, every funnel configuration you can poke a stick at. And this one converts better than all of them. And the reason it works has nothing to do with the ads, nothing to do with the offer, nothing to do with the closes. It's one layer of the funnel that's almost entirely everyone else is ignoring. And it's silently eating 15 to 20% of your entire revenue right now. Now, if we're just meeting for the first time, hi, I'm Chris Dufay. I built a multisefigure coaching company. I started from scratch, started, ran it, and then I sold it. And after I did that, I got a consulting offer to a million-doll run rate in just 63 days. I then got an agency offer to 200,000 a month in just 90 days. And then I spent over a year inside of coaching businesses as their chief marketing officer, paying me retainers up to $25,000 a month each working in those seven, eight, and nine figure info businesses. Many of the names that you'd recognize and I've seen a lot of funnels. I've built a lot of funnels. And what I'm about to show you is one that outperforms everything that I've tested. Now, what I'm about to show you is a real client with real numbers, but I can't disclose their name because we sign NDAs, and I want my clients and partners to have competitive market advantage. But I'll show you every metric from the ad click all the way through to the closed deal. And I'll show you exactly where the money was leaking and what we changed to fix it. Now, quick context on why this example actually matters. Because this client has no social media following, no organic content, no personal brand that's driving traffic. Everything you're about to see came from pure cold ads. Strangers clicking ads. Which means if this works here, god damn, it's really highly likely it's going to work anywhere else for you. Here's what most people think a high ticket business needs. Good ads and a good closer. You get the click, get them on the phone, close your deal. And yeah, those matter, but they're two engines out of five. And if the other three aren't built properly, you're leaving 15 to 20% or more of your revenue on the table straight away, minimum. Because here are the five engines that we build for every single Rain Makers client. The first engine is what we call the offer engine. This is what you sell, how it's positioned, and how it makes it a no-brainer. This is the foundation everything else is built on because if the offer is wrong, nothing else is going to matter. Engine two is the ad engine. This is how you get cold strangers into your ecosystem. It's the creative, it's the targeting, it's the copy. This is the traffic source of getting people that don't know you to know you. Engine three is the funnel build engine. Now, this is the actual infrastructure, the landing page, the application flow, the user experience from click to books call. Most people are underestimating how much money lives and dies just in this one engine alone because the fourth engine is the lead capture engine. This is the one almost nobody has or any way has decently set up anyway because the way that you capture leads before they disappear, you need to qualify them before they hit the calendar. You need to route them to the right person and allowed follow-up to be done at speed. This engine alone typically accounts for that 15 to 20% lift. And I will show you exactly why in a second. Because engine five is the closing engine. This is your sales team. how they're structured, what intel they have before the call, how the call runs, and what happens after it. Cuz most businesses have engines two and five, ads and closes, and they could be doing a mediocre job at best. But maybe they've got a decent landing page, is a partial engine 3. Maybe engine one is usually assumed, but it's not engineered. Engine 4 could just flat out just not exist. And that's where the money is hiding because I'm going to walk you through all five with the real numbers to see how this stacks up. Now, before we touch ads, funnel or tech, we start with the offer every single time because the offer is what determines whether every other engine works or doesn't. So, here's what I mean. You can have the best ads in the world, the most optimized funnel, the best closer on the planet, and if the offer doesn't land, if the positioning is off, the price to value ratio is wrong, or the mechanism isn't clear, none of it matters. You're optimizing machine that's pointed at the wrong target. So when it comes to the offer, we engineer four things and it's really the outcome. Not what they get, but what they achieve. It's not 8 weeks to coaching. It's a fully built client acquisition system that generates leads and sales without you doing any of the heavy lifting. Because nobody buys coaching, they buy the result that coaching produces because after that's the mechanism. It's how does it work? Why is this different from the 47 other programs in your space? The mechanism is what makes the prospect to believe that this time will actually work for them. Because it's not enough to promise a result. You have to show them the vehicle that actually gets them there. The price to value gap, which is the offer needs to feel like a steal at the price that you're charging, not because you're cheap, because the value is so clearly stuck that the price becomes a non-issue. Because when someone looks at your offer and thinks, "How are they charging this little?" That's when your close rate goes through the roof. Because then there's a risk reversal, which is what happens if this doesn't work. If the prospect is carrying all of the risk, you're relying on their courage to buy. If you carry the risk, guarantees, resultsbased pricing, milestone-based billing, you're relying on your delivery, and you should trust your delivery more than their courage. Now, I'm not going to spend the whole video on offer engineering. That's a video just in itself. But I need you to understand that everything you're about to see in engines 2 through to five built on top of a properly engineered offer. If your offer isn't right, go fix that first because everything else is downstream. So for this client, the offer was a $6,000 high ticket program, properly positioned, clear mechanism, strong guarantee. That was the foundation. So now with Engine 2, the ads, this is where the traffic comes from. So this is what we're working with with this specific client. The ad spend was at $10,000 a month. The platform was Meta. The click-through rate we had at 1.9%. Cost per click $480. And landing page visitors we had about 2,80 per month. Now, I want to be honest with you, these numbers are solid, but they're not that extraordinary. Not that great. 1.9% clickthrough on cold meta traffic for high ticket is above average, but it's not a crazy outlier. I had another client this morning. She's at 5.9%. Story for another day. Now, at $480 cost per click is reasonable for a tighter high ticket targeting. Now, I'm showing you these numbers specifically because I want you to understand something important about how this system works. The ads are not the hero of this story. I talk to business owners every week who think that their cost per acquisition is too high because their ads aren't good enough. Sometimes that's true, but nine times out of 10, the ads are doing their job. They're getting the click at a reasonable cost. The problem is what happens after the click. When we build the ad engine inside of the rain makers, we focus on three things. The hook, the first three to five seconds of the creative. This determines whether someone stops scrolling. It's not about being clever. It's about calling out your person with a problem they recognize. Then there's the creative format. For this client, we're running a mix of UGC style talking head and screenshot based creatives. Nothing fancy, no high production, just clear messaging that speaks directly to the ICP. Then there's budget allocation. We don't throw 10K at one campaign and hope. We run multiple variations and just let the data do the work for us. Then we cut what's not working and we scale what is simple. But most people don't systematically do that. So when one of my clients, a coach, was spending 30,000 a month on ads with solid CTRs, decent cost per clicks, good creatives, but his cost per acquisition was through the roof. He was ready to fire his media buyer. And turns out his ad engine was actually fine. It was his lead capture engine and funnel build engine were absolutely hemorrhaging leads between the click and the booked call. And once we fix engines three and four, same ads, same ad spend, he added $318,000 in cash collected in just 30 days. The ads didn't change, the infrastructure did. And that's why we build all five engines to work together. Then there's engine three, the funnel build. And this is the actual infrastructure. So what the prospect experiences between clicking the ad and booking a call. Now most people treat this as an afterthought because they throw up a landing page, they put it in in bed a calendarly widget and they call it all done. And that's like building a Ferrari engine and putting it in a car with no steering wheel. When we build a funnel engine inside rain makers, we're engineering the entire experience which goes from the landing page, the structure, the headline, the social proof, the flow, every element has a job. It's all on the page. It's either building trust, creating desire, or moving them to the next step. If it's not doing one of those three things, it's gone. Then there's the application flow. And this is critical piece where most people get wrong. How you transition from interested visitor to booked call determines your conversion rate, your lead quality, and your cost per acquisition. And here's where this gets interesting. This is where engines three and four overlap. The funnel doesn't end at the landing page. The booking process itself is the part of the funnel. and where most of the money is actually hiding. Now, with a standard setup, countly tight form, whatever, the lead has to complete the entire form and book a call before you ever get their information. If they fill in their name, an email, get to question three, and then their kid screams, their phone rings, their boss walks in, whatever, they close the tab, lead gone. You paid $480 to get them there and get nothing back. So, let me show you how this actually works. Because if you're spending 10,000 a month on ads, your landing page gets about 2,080 visitors in this example. And without what I'm talking about in engine 4, you're converting 12.6% of those visitors into leads. That's 262 leads that a bunch of other people started your form and didn't finish. They're interested enough to begin the process, but something pull them away. And with a normal funnel build, those people long gone. You've lost them. scale that up, you're spending 20,000 a month, you're losing about a 100 warm leads, 50,000 a month, 250 warm leads, all gone. These people who were engaged enough to start filling in the information, your warmest prospects are literally walking out the door. Now, even if 10% of those recovered leads eventually close a $6,000 deal on a 10,000 ad spend, that's an extra $30,000 a month in revenue from lost leads that you've already paid for. And this is exactly why engines three and four need to work together. The funnel gets them there. Engine 4 make sure they don't disappear. Now, the funnel bill engine also includes what happens after the booking. the confirmation page, the pre-all content, the expectation setting, every touch point between I booked and I'm on the call is a part of the funnel build and we script out the confirmation page, the pre-all video. We set expectations for what the call will cover so the prospect shows up and prepared pre-sold. But the biggest leverage in the funnel build is how connects to engine 4. So, let me show you that. If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. This is the engine that changes everything and it's one that almost nobody has. engine 4, the lead capture engine. And it does four things that a standard funnel doesn't do at all. One, which is stage capture, grabbing a lead before they finish the form. Two, qualification and disqualification, filtering who gets actually on the calendar. Three, intelligent routing, matching the right lead to the right closer. And then four, speed to lead. What happens in the first 5 minutes after they book? Because let me walk you through each one of these. This is eye close. This is the tool that we use for the entire lead capture engine. It captures the lead the moment they enter their name and email and before they finish the rest on the form. So before they answer the qualification questions, before they even pick a time slot. So if that person gets to question three and disappears, I've still got their name, email, whatever answered before they've dropped off and they're not a ghost. They're a lead that I can now follow up with. Without stage capture, 262 leads captured per month. With stage capture, 312 leads captured per month. Same ad spend. Now, leads recovered that would have been completely lost. Now there's an extra 50 per month. That's 19% more leads. Cost per leads without $38. Cost per leads with it, $32. The difference, 16% lower cost per lead on the same traffic. Now, let me show you a real example of why this matters. The lead clicked our ad on March 3rd. They landed on the page, started the application, got to question four, left. They were gone. Now, with any other setup, this person doesn't exist. We just paid for the click and got nothing. But because we captured their info at step one, they went into our follow-up sequence. On March 7th, they got a text. March 8th, they came back, finished the application, booked a call. March 14th, they closed a $6,000 deal. That's a $6,000 deal from someone who was a ghost. if in any other funnel that money just does not exist. And a great other example is a client of mine, brand new coach that's just getting beginning. He was worried that he didn't have enough leads. And when we set up stage capture and a follow-up sequence on the drop off, he signed seven new clients in his first week. Most came from leads that originally already abandoned the form and they were already there. He just couldn't reach out before. Now, second piece of the lead capture engine is before anyone sees a time slot, they answer qualification questions and based on their answers, one of three things happens. They're qualified, they meet the criteria, they see the time slots, they book, the closer gets the full profile before the call. Disqualified, they don't meet the minimum criteria, they get redirected to a different resource. Not rejected, redirected because they're not just ready for this call right now. or they're partially qualified, which means they might get routed to a setter instead of a closer and a different call type. So, watch this. Here's a lead that came through. They answered the qualification questions. And the right here, you can see they don't meet our minimum criteria. In any other funnel, this person would be sitting on a closer calendar tomorrow. My closer would know within 5 minutes that they're not a fit. That's a 25 minutes wasted plus the opportunity cost of a qualified lead who couldn't have had that actual time slot. So instead of this person, they got redirected to a free training. They got value and my closes calendar stayed clean. And what the qualification numbers really breaks down into is a qualification rate in this example. to 58% pass and get to a book call. 42% get redirected to Nurture, which gives us 181 qualified booked calls per month. $55 per qualified booked call. Before qualification, roughly 35% booked a call were unqualified. After qualification, over 90% are genuinely qualified. So, the close rate before was 19%. The close rate now 31%. The closes didn't get better. The calls got better. And those disqualified leads, about 8% re-enter the funnel within 60 to 90 days because their situation changes. And now we've closed multiple 5 figure deals from leads who were actually originally disqualified. And that's the revenue most people leave on the table permanently. Now, third piece, when you've got multiple closers, you've got a sales team, you've got a decision to make with every lead. Who gets it? Most people just do flat round robin. They just evenly spread them out. Sounds fair, but it's almost stupid. Your highest value lead has a 50% chance of landing with your newest closer. Your trickiest lead might land with your best closer who would have crushed the easy deal. You're leaving money on the table because you're matching randomly instead of intelligently. And here's how we route inside of the lead capture engine. The top closer gets the highest value leads. Second closer gets mid-range leads match their skill level. And so what's happened is when we switch from round robin, the top closer went from 26 to 34% close rate. The second closer went from 20% to 27% close rate. So revenue rep per month went from 42,000 to 61,000. Now every closer got better because they actually got leads that were situated for them to close. Now the fourth piece, the speed lead. This is what happens in the first five minutes after someone books. When we respond within five minutes, confirmation, text, personal voice note from the closer, our show rate skyrockets. In the exist example, gets to 84%. Cuz when the same lead gets a generic email and nothing else for an hour, the show rate drops to 68%. Now, 16 point difference at 181 qualified book calls month. That's roughly 29 extra calls that actually happen at a 31% close rate at a 6,000 deal. That's over $53,000 a month in revenue that would have been lost to no shows. And so the way the sequence works is step one, instant confirmation with a call details, closes name, photo, short intro video with a step two being an SMS within 60 seconds. Step three, closer gets a Slack notification and sends a personal voice note within minutes. Step four, a reminder sequence at 24 hours, two hours, and 15 minutes before. Costs nothing to run, completely automated, worth $53,000 a month. And the no-shows, the 58% rebook within 48 hours through an automated rebooking sequence. Now, one of my clients hit 201,000 in a single month. And the biggest change was just no show recovery. She was losing up to 8 to 10 qualified calls a week. We were able to get their show up rate to 91%. 91% show up rate, which just equaled so many more sales without doing anything else differently in the marketing. Then there's engine five, the closing engine. This is your sales team and everything that supports them. Now, most people think closing engine just is high good closers, and yeah, that matters, but a great closer with bad infrastructure is still going to underperform. And everything we built inside engines one through to four is designed to set the closer up for success. All I'm doing here is turning that closer into a bear with salmon jumping in their mouth. And so think about our closer before the call actually starts. There's full qualification data and they know the prospect's revenue, team size, biggest challenge, budget range, whatever is actually needed in that prospect. Then there's lead scoring. They know how qualified the person is. the prospect answers to every question so they can personalize the actual call immediately straight away for them. And then the fact is that the prospect already went through a pre-call sequence that gets them showed up and prepared as well. So the closer isn't spending the first 10 minutes on discovery. They already know everything that they need to know. They can go straight into the conversation that actually matters. And so when you think about what that does to the close rate, if you think about what it does to the closer's confidence, they're not walking to a blind call wondering if this person's qualified. They know and the prospect can feel the difference. And when we build the closing engine, we focus on the call structure, not a rigid script, a framework that adapts to each prospect based on the data that we already have. The qualification data from engine 4 tells the closer exactly which pain points to press and which objection to pre-handle. Then there's team structure who takes what calls. This is the routing piece from engine 4 feeding directly into engine five. And then there's the right closer gets the right lead at the right time with the post call follow-up. So what happens if they don't close on a call? The follow-up sequence kicks in the nurture the re-engagement because not every deal is going to actually close on that first call. And that is why the closing engine needs to account for that because when you have performance tracking close rate by closer by uh lead source by qualification core by even time of day when you can see this level of detail you can coach your closers exactly when they're losing deals and what to do better next. Because the thing is most of this closing engine work has already been done. The heavy lifting done in the engines before it. The prefunnel sells them. qualification filters out the noise. The routing matches them to the right closer. The speed to lead sequence makes sure that they're coming into warm. So by the time the closer picks up that call jumps on Zoom, half the work, if not most of the work, is already done. And that's why the close rate goes from 19% to 31% in this example. So all right, I know I've been geeking out for a while and a bunch of numbers, but this is the payoff because let me show you what happens when all five engines are running together. So, engine one, the offer. $6,000 high ticket offer position with clear mechanism guarantee. Engine two, the ads. It was 10,000 a month ad spend, 1.9% click-through rate, $480 cost per click, 2,80 visitors per month. Engine three, the funnel build with landing page application for precall sequence. Engine 4, lead capture, 312 leads at a $32 cost per lead, 58% qualified, 181 booked calls, 84% show rate. Then there's engine 5, the closing rate, 31% close rate, 47 deals, $213 cost per acquisition. Total monthly revenue, $282,000 on $10,000 ad spend. That's a 28.2% rorowass. Let that sink in for just a second. from a cold stranger clicking on an ad to a closed $6,000 deal, five entrance, every number, nothing hidden. And that is why a compounding effect is able to scale you so much faster and with a hell of a lot less headaches. So see this side by side without the four systems lead captures 262 compared to 312. The cost per lead $38 now $32. leads lost a drop off gone forever recovered from into the booked calls in the unfiltered system 262 to the qualified 181. Now the show rate was 68% in the old system now is 84%. The calls completed 178 to 152. The close rate from 19% to 31%. The closed deals, the important stuff now, goes from 34 to 47. The cost per acquisition went from 294 to 213. And the rep revenue per month went from 42,000 to 61,000. The monthly revenue went from $24,000 to $282,000. That is a $78,000 a month difference right now. $936,000 over the year, nearly an extra million a year just by going from what was already a good funnel. We already had a good funnel before. We knew it was doing really, really well. We just made it a hell of a lot better with some small little changes. And these are the small little changes that I highly suggest that you are able to do. But understand, no single engine did all of this. It was a compounding effect of all of them working together and having the right tech do the job, do the heavy lifting for you. And that's what a system does. There's no single piece is magic. But five engines compounding together produce results at no individual optimization can match. And to put this into perspective, I've seen these results across different niches, different offer types, different price points. This isn't just one client getting lucky. It's a system because one coach used this system to be able to hit a million dollar profit per quarter, an extra million in his personal bank account every 90 days. Another coach, brand new, no following, only had 600 followers on his social media, signed 101 clients using this five system engine. He didn't need a massive audience. He just needed a system that didn't leak. Because then there was another client that his first launch ever collected $12,000 using this same system from scratch. Five engines, little changes, big compounding difference. Now, if you take nothing else from this video, just take these five little things. One, engineer an offer first. If the offer isn't right, no amount of ad spend, funnel optimation, and closer talent, or any of that stuff is going to matter. Number two, don't blame the ads straight away. If your click-through rate and cost per click are decent, but your cost per acquisition is too high, it's actually the system between what's happening from your ad to the actual closing call that's doing the problems for you. Three, your funnel doesn't end at the landing page, the booking process, the application flow, the pre-all experience. That's all critical parts of your funnel and it's where so much revenue is leaking. Then number four, build the lead capture engine. Stayed capture, qualification, routing, speed to lead. If you only build one new thing after watching this video, just build this because this is going to lift the critical numbers up that can make you so much more money without barely doing anything. Because then five is you set your closers or yourself, whoever's having the sales conversations up to actually win. You're turning them into bears, salmon jumping in their mouth so they don't have to be rock stars at what they do. Because if you are building your business on needing absolute A+grade closes, having to close deals, that's shaky ground and something I don't recommend. I want B+ closes being able to get amazing results because the marketing and the system are all working together. So that's the system, five engines, and the results speak for themselves. Now, the tool that empowers engines 4, the lead capture engine, that's called eye close. the stage capture, the qualification, the routing, the speed to lead automations you've been watching for my screen so far. I'll drop a link for you to be able to get access to that because if you're currently running Canaly or any other basic schedule, I'd honestly just run Eye Close along it for a couple of weeks and compare the numbers. That's what I did and the data made the decision for me. Now, if you're watching this and you're thinking, well, I just don't want engine 4. I want this entire thing built out. I'll pop a link below for you to be able to book in a demo, see exactly how this can get built and installed and running really easily inside of your business as well. Because let me tell you why I actually built this and why I came into this wanting to share this exact example with you. Because I've got four daughters, four, and they're growing up fast. And when I sold my last coaching business, I made good money, but I'd spent years being the guy who was always just finishing something or just always on a call. I was always in the business, always telling myself, "Next month, I'll slow down." And one day, I looked up and I realized my calendar owned me. And I built a business that paid well, but it had taken everything else. So now, I've built a system that brings in leads, makes sales, and lets me do the work that I love the most. And that's what we build for our clients. And I didn't build this to create another packed calendar. I built it because I wanted to take my girls to their dancing lessons. I wanted to pick them up from school. I wanted to have lunch with a mate on a Tuesday for no reason. I wanted slow mornings to enjoy my coffee and not feel like I had to sprint to my laptop. I wanted a business that gave me my life and not the other way around. And that's what I want for you. Not just the revenue, cuz although yeah, the revenue matters. That's fun. That's good. But the reason you got into your business in the first place is very likely you wanted freedom. You wanted to do work that matters to you, but on your terms. And somewhere along the way, business became the thing that took all that from you. And it doesn't have to be that way anymore. Because a machine doesn't need you to babysit it. It runs. You check in. You do the work you love. You actually live your life. Dare I say it, you actually have fun as well. That's the whole point. So, you know the drill. I'll drop the links below for you. Get access to everything. And I'll see you in the next episode. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications, which was a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-05-12 Views: 268 Video: https://www.youtube.com/watch?v=d9zJAysyS7c Runtime: 18 min 52 sec (3,739 words) The script, as delivered on camera If you're wanting to earn over a million dollars a year, and I truly mean actually putting a million dollars in your bank account each year after taxes, after expenses, all of that stuff, and not falling prey to what so many people are doing on social media and just talking these big revenue numbers and really inflating what it is they look like they make. If you're wanting to earn that million dollars a year, then I want to show you the biggest lessons, the key factors that I've been able to learn through going from this as I broken the seven-figure mark five, six years ago, and what I've been able to recently do was just transformational. It broke my beliefs in what was actually capable of happening. Because at the end of last year, I sold my last company for multiple seven figures. And then as I sat down thinking about, well, what does Chris want to do moving forward from here? What's the model of the business that I wanted to be able to work on? Because I wanted to do things drastically different to what I was doing before. I truly wanted to create a business where I was able to earn the money that I want. I truly wanted to create a business working with the people that I love to be able to work with, doing the work that I love to be able to do, but also having heaps of freedom and time to be able to spend with my family, with loved ones, for myself, and doing other things outside of just business as well. And I was able to go from zero to a million-dollar run rate in just 63 days. In just 63 days, which what took me years and years and years before, I was able to do so much faster. I was able to do it with the constraints. I didn't have any funnels, I didn't have any ads, there was no website, there was no DM me below or any of that stuff. It was being able to do it with the constraints that I set, with the rules I said, I want to be able to build a million-plus business, and I want to be able to do it my way. And I want to be able to share with you the seven lessons because as I really sat back and reflected because I've been asked these questions so often on recent podcasts, and I was like, "You know what? There is a pattern recognition." I literally went through previous journals going over the last couple of years, but especially in the last 7 months, what has actually been able to happen? What have I been able to pick up? And that's interesting, because over the last 7 months, I'm going to give you seven lessons to be able to build a seven-figure business. And this way, you can be able to take what's needed, and I want you to be able to apply these as we go through. Again, I don't share this stuff to be entertainment value. If you wanted entertainment, god damn it, I'm not the person for that. But I do believe I actually have the experience, the expertise, I've got the chops to be able to help you build your business and to be able to do it in a way for you to create fulfillment in your life as well. Then as I came with these seven lessons, I was then able to actually apply this with my partners, with my clients. These all these businesses that today I get to work behind the scenes with, I've been applying these seven lessons and being able to see these businesses grow so much faster, being able to see these CEOs and founders have so much more success and fulfillment inside of them by being able to use these principles. So enough foreplay, let's get straight into this, because the first lesson after going through all of it, this was so keen critical. And especially if you're starting, like if you're below the million dollar a year mark right now, I truly believe if you just actually focus on this first lesson, it will be profound in how much faster and easier you'll be able to get to the seven-figure mark. And that really is what I'm calling the five ones, which is what is the one client that you're really going to help. Like who is that market, being very specific into that market that you're going to be able to help. Because once you've decided on that client that you're wanting to serve, then you can decide exactly what is the problem that you're actually solving for them. Choosing one problem that you are going to be able to solve. Because once you know that one problem, then you go into what's the one solution that you are going to be able to serve them with. What's the one solution that your business is going to be able to have a predictable, replicatable, duplicatable process to being able to solve that problem. Because once we have that one market, we've chosen it, we know that one problem that they have, then we have that one solution that we know is going to solve that one problem, then we want to make sure we have one source of driving traffic. What is one key area where you can get people that don't know you to know you. That is key because too many people out there are trying to be everywhere and anywhere. And that's hard. It's confusing. But I what I want you to do is create one process for you to be able to drive traffic. Because once you've got these down, then you can start to scale. Then you can start to create multiple revenues of traffic. But from once we have one traffic source, then we want one sales mechanism. We want one way that turns a lead and a prospect into a customer and client. We want to be able to hone that in. We want to be able to bring a high conversion rate because we know that once we have that uh that sales mechanism in place, because we're driving traffic truly through one process where we can get a great stream of people coming through, so it's not like this feast and famine. It's not like you're chasing after where the next client is. You are able to do this because you are able to articulate a very clear, precise, powerful message to the market because you know that you have the solution to that problem to that person that you're wanting to talk about. These five ones make life so much easier. The second key lesson is what I see a lot of entrepreneurs and coaches and consultants and experts make mistake on today. And too much of the time, I'm seeing starting off entrepreneurs trying to do things that they shouldn't be trying to do. They're trying to be too creative. They're trying to be too out of the box. But also on the flip side, I know and I have conversations with many, many, many successful entrepreneurs that are doing many millions per year, but they feel trapped by their businesses. They are having this sense of out of alignment. They're having this sense of not having the peace or fulfillment that they want. They've got great money coming through, but they don't feel good on the inside. So, there's actually problems coming from both sides of this. And it's what I'm now calling, you need to be able to emulate before you innovate. When starting off, you want to be able to emulate someone that has gone through and achieved what it is that you want to be able to achieve. You want to be able to have the right model. You want to be able to have the right strategies. You want to be able to have the right tactics for you to follow through with. But don't think you can just copy someone else. One of the biggest mistakes you can have is actually kind of seeing someone out there be like, "Oh, well that person's successful. So, therefore I'm just going to do what they do." You look at their content, you look at their funnels, you look at how they're selling, the price point that they're selling at, all of that stuff, and you just copy it without really knowing what's going on behind the scenes. The problem with that is you can build a business that is going to be out of alignment. And when I was talking about entrepreneurs, successful entrepreneurs earning million dollars a year, millions of dollars a year, but they're doing it and then feeling out of alignment, this is because they've emulated too much. They needed to start to innovate so they can have more nuance, so they can start to craft the business, the business model, how it is that the economic model, the acquisition model, the delivery model, the operations model of that business, how is that happening for them to have a business that is actually operating, giving them what they want at the end of the day. So, if you're just starting off, you want to be able to emulate success, have the right mentor, see someone that has the values that you want, that's achieved what it is that you want, and then be able to go with it. But then know there is a time, there is a place for you to then take further responsibility for yourself to then innovate and to start to move out of it as well. Because you don't want to just copy someone all the way through because it's likely you'll end up with something that it isn't actually getting what you want or getting you to feel the way If you've made it this far, seriously, thank you. I appreciate you being here, but real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. The third key lesson in this profound is understanding that you need to master the skills needed for you to be able to move your business through where it is right now. The reason I'm able to grow businesses so much faster than others is because I come in as their chief growth officer. I find their key constraint that they're having right now. I want to find your key constraint that you're having right now, and I want to be able to solve that. And then we have this quick iteration process. This is how we create this flywheel effect that is able to create businesses to grow so much quicker because we understand what's the problem that you're having right now. And then are you truly learning, investing, and being able to cultivate the skills needed for you to be able to then solve that problem, push through that constraint, and move to the next level. As it is so important that you need to be able to develop yourself. I really think some of the best best best personal development areas in life for us to be able to really grow and evolve entrepreneurship, parenthood, and marriage. For me, these are the three key areas where they test me and they put me to the grindstone where I'm able to become a better person with it. So, being able to understand that you need to be able to develop yourself is often cases well, it's not a tactical or strategical thing that might be holding your business back. When we really start to peel the layers, it's actually you. It's the internal work. It's you being able to develop yourself to be able to be the person needed to then be able to grow the business that you want. The fourth key lesson, and this is one of the biggest mistakes that I made was consuming so much more compared to creation. So, for me, I want to be able to have a ratio of how much am I consuming information when it comes to videos, when it comes to podcasts, when it comes to books. What is it that I'm consuming and how much am I consuming, but making sure that I'm being prolific with my creation. Because it's too easy today to procrastinate through being busy and consuming information. Where it is actually likely that what you need to do is have some stillness, some silence, some spaciousness, and to be able to actually just sit down and do the work needed for you to be able to then actually move your business forward. Now, the fifth biggest lesson, and this is something that I apply to myself at least every quarter. It's something that I apply to every single client and partner when I first sit down with them, and that is defining success. I want to be able to define success for myself. One lesson I want to impart to you right now is I want you to be able to define success for you. What is it? How much money do you want to be able to earn? How do you want to be earning that money? And what are the actual capacities or constraints that are going to have for you to be able to get there? What is it that you actually want your life to look like? What is it that you want to be able to feel like and getting really crystal clear on your values, on your virtues, on your principles for you to be able to operate off. Because if you don't have a clear definition of success, well, you end up being a bit of a fighter of the wind. You're kind of just being blown around all over the place because you're just not going to be able to have this clear vision, this clear path, this North Star for you to work towards. Because for me, I was so clear with what my definition of success was coming into this new chapter of my life with this new business model, I was able to then have the constraints I want. I was like, "I only want to work 4 hours a day, 4 days a week." This is one constraint. I cannot go outside of this because then it will be harming my relationship with my daughters, with my wife, with my friends, with myself. And so, from here, I was able to do what I said at the start of this episode. I was able to go from zero to a million run rate in 63 days without doing the stuff that I didn't want to do. I didn't want to be on social media. I didn't want to be doing social media posts saying, "DM me below. Comment on this." Or having funnels, or doing websites, or doing ads, or any of that stuff. I wanted to do it in a different aspect that felt truest to me. The sixth lesson is something that took a really long time to learn. It actually took me a really long time to master, to be perfectly honest. I think I picked this up early on, but I didn't really get great at it for quite some time. And that is actually cultivating your environment to set you up for success. So, when I say environment, what I really mean is well, firstly, what is it that you're consuming on a daily basis? From the social media stuff that you're scrolling through to the videos you're watching, the podcasts you listen to, the books that you're reading. It then goes to the people that you're hanging around with. Your environment is who are the people that I'm actually spending the most time with? Are they actually helping me be the person that I need to be to be able to achieve the things that I'm saying? And then it can go to where is it that I'm actually living in the world? It's then obviously like the space that you're surrounding yourself with. So, being conscious and being aware of what is my environment in all of these different aspects. But then using that awareness to investigate it and going deeper and going well, is this best serving me? Are these people, are these friends best serving me? Are these colleagues that I'm hanging around best serving me? Because one thing that's been really clear, especially in the business and entrepreneurial world, is mimesis, the mimetic effect that René Girard talks about. If I'm in a business program or a mastermind and everyone's doing one certain business model and they're all kind of earning this kind of roundabout number on an each level year, well, if I'm wanting to earn more money but or even wanting to do a different business model, well, I'm going to be persuaded. I'm going to be influenced so much by what's happening over here because I'm spending so much time with them. So, what might be needed is essentially an opening up of other people that I'm spending more time with so that I'm able to be affected by other people to have that mimesis in a positive manner. Then the seventh lesson is set yourself up with systems and not goals. I want to be able to set my success up so it is unavoidable. I want to make sure that make the easiest possible. Yes, I want to be disciplined. Yes, I want to make sure that I'm doing the work and I'm doing that hard work when it it is needed, but I don't want to make it harder than it needs to be. I don't think that's the case. I think there's too many people right now to be perfect on banging on about that you need to be grinding, you need to be hustling. And yes, there is a time and place for it, but please, there is a pendulum here that needs to work. There's also certain levels. The thing that got you to one point might not necessarily get you to the next one. This was so clear in my last company. I would never have been able to build that business, especially being able to sell it, if I was going to be the person that was working so hard because I was wearing so many different hats. I had to change tasks. I did move to a leader. I had to become the person that could set the systems, the operations. I had to lead the people, and I came to that belief, I don't build businesses, I build the people that build businesses. And it was that one small little shift that was profound for me because it got me to really truly understand that I was setting systems up and I'm not setting just goals. I'm not sitting here like, here's my goals list, this is the thing that I want to be able to do, and kind of working towards it. I want to make it unavoidable. I want to make it completely obvious that my success will come because I have the systems in place that will do that grunt work for me. So, when I look at these seven lessons right now, I myself can continue to reflect upon these each and every day. But, as I work with clients and partners, I sit down and going through these businesses, when looking at another CEO or founder, I then want to apply these seven lessons. And I want you to apply them as well. And as I say in so many of these episodes because I want to make this very pragmatic. I want to make this applicable. I want to make this practical for you. I want to know what is the one lesson that you're going to start applying. What's that one lesson that kind of like flicked for you? What's that one we like, "Yeah, I know I need to be able to lean in on that just that little bit more." I'd love to be able to hear from you. So, if you're with me on YouTube, comment below. If you're on the podcast, then I'd love you to leave a review or just hit me up on Instagram at Christopher Doofay as I'd love to be able to connect with you and to be able to go further into this process. Because for me, I can take these seven lessons and then I can go into nuance in each of them. I can expand upon them and I can do this in future episodes as well because I see this on a very practical level each and every day with myself and with the businesses that I work in as well. So, I appreciate your time and attention. Thank you for being here and I'm looking forward to seeing you in the next episode. All right, that's it for today and if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Prove it to your bum if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems and to be able to take time off. I appreciate you watching and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-01-08 Views: 214 Video: https://www.youtube.com/watch?v=QpNvtbvHqVY Runtime: 11 min 47 sec (2,395 words) The script, as delivered on camera I hit a million-doll run rate in just 63 days with no team, no pays, no fancy launch, and just one simple system to grow quickly. And by the end of this video, you know exactly how I did it and how you can build a business that prints cash, brings clients without the chaos inside of it. Because most coaches and founders, they're addicted to complexity. It's what's slowing you down right now because they've got too many offers. They've got too many funnels. They have too many people on payroll. And still there is no real freedom. Their systems are complex. Their margins are razor bloody thin. And they spend all their days doing busy work instead of actually making what is going to become an asset that makes money whether you're online or whether you're offline. So I decided to go the other way. I stripped everything down to one offer, to one funnel, to one conversion mechanism, and one metric to follow it. And what happened? It exploded really bloody quickly. And I'll break down exactly how that worked in just a minute. Okay, so context on this. This is really important. See, I was able to hit the million run rate in just 63 days with a brand new offer after I had just sold my multi-sefigure coaching business. And honestly, I was pretty burnt out after it. So what happened was I was on the last Zoom call. I was getting kicked out of all the platforms, saying my final goodbyes to everybody. And I hit end call to the Zoom and that was it. I was 100% exited out of the company. I had successfully sold. It was done. I got up, I walked out, I went down to a cafe, met my wife, had a sparkling water. About 30 minutes later, I was like, I'm bored. I'm I know what I want to do next. And I went straight into it. And I knew I wanted to go into a consulting offer because when I did sign the sign away the company, I then did it with a non-compete and a bunch of things saying I couldn't do certain things and I couldn't share certain things, which was perfectly fine, but I could do a consulting offer. And so that's what I went into. And honestly, I was burnt out from the actual business I just gone into. So my mistake was next time, give myself a little bit of time. But if your business feels stuck or scattered and you feel like you're working 10 times harder than you need to be, then I will help you fix it. Because the one promise I made to myself after I sold my business and why I wanted to actually get straight into that new offer is the promise was this time I had to make it feel light. No more 15 person team, no more massive busy Slack channels, no more big payroll, no more pretending that I love to grind. I wanted to build something that made money, that made sense, and was really light and easy for me to be able to do. So, I stripped everything back and I got crystal clear on who I help in the one painful problem that I solve and how to deliver that result in a way that didn't actually require me working 10-hour days. Now, this is really important. Take a moment to actually sit and reflect and use this is what is it that is the one painful problem that you solve with your marketplace and are you actually known for that? And do you have a simple way to be able to deliver that result that's light and easy gets you clients amazing amazing results. We never want to sacrifice on that. But also on the other side, you're taking care of yourself. You have a system that is replicatable, repeatable, predictable to be able to get them results without you stuck being behind on tons of Zoom calls or you just being stuck behind your MacBook all day charging away. So that clarity that changed everything because once you remove that noise you can finally start to see the signal and I realized I didn't need to scale harder I needed to focus deeper and it comes down to what is your one offer? What is your one pathway? What is the one result that you are known for with this? And then that's it. You can just nail that down because the three things that I simplified to be able to hit a million in 63 days was the offer that most people create are going to sound clever, but they don't solve pain. Okay, they might sound clever, but they don't solve pain. I built one around the most urgent problem that my market had. And what made the result unavoidable? And the way you know that you've got this, that you've cracked it, is your offer passes the hell yes test. If your audience hears it and doesn't immediately think, "I need that." It's too vague. One problem, one promise, one path to get there. So, for example, with my new company, The Rain Makers, I built a no-brainer offer. Here's how simple it is. We help coaches and founders scale to a million in profit by installing one predictable client getting system that signs 5 to 20 highv value clients a month without big ad budgets, without huge teams, and only working 2 to four hours a day. That's it. If somebody resonates with that, then we know that we are the right fit for them. We can give them exactly what it is that we want. One painful problem solved, one system installed, one clear result. Because what I want with my offers, with your offers, is when someone hears it, they instantly know that's exactly what I need. That's the response that you're looking for, and that's what makes an offer a no-brainer. If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. Okay, number two, the delivery. Now I removed everything that I didn't have directly tied to getting results. So there was no bloated programs, there was no unnecessary calls, there's no 47 modules or school community. It was just I asked how can I get my client the results faster, easier without me. That was it. That was what I had to sit down and to be able to answer because leverage isn't about automation. It's about efficiency. When you design delivery around outcomes, not effort, you scale faster with less strain. And when I created our new rain makers delivery, I removed everything that directly drive to results. There was no long courses involved. There's no endless calls. There's no 200 slide trainings or a bunch of videos to be able to watch. I just simply asked, "How can we help clients win faster with less complexity and with less of me involved?" And guess what? They get results a hell of a lot quicker because the way that we built the done with you engine is weeks one to two we clarify their offer and we give them their fast cash campaign so they get cash and clients really quickly out of the gate. Weeks 3 to five we're actually building and launching their funnels and ads so they're not having to do anything whatsoever. We're doing all of the heavy lifting. Week six to eight is we optimize the process and we hand them the keys and show them how to run it in just 2 to four hours a week. It's simple. It's systemized. It's scalable and every client gets a result and that's what you've got to build inside of your coaching business. Now, which leads me to number three, the messaging. Most people's marketing confuses instead of converting. It confuses instead of converting because they try to be clever. They're trying to impress their peers, impress their colleagues. And that's when I stopped selling complexity and started selling with clarity. I stopped selling the tactics and I started selling the transformation because every ad, every video, every line of copy answered one question. Here's what we do. Here's who it's for. Here's why it works. Ask yourself, does your copy, Can you go back to one of your previous social media posts? Can you go back to one of your emails? Can you go back to one of your ads? And is it going to tick the boxes of here's what we do, here's who it's for, here's why it works. Because our message now is we install the exact one funnel system top coaches are using to sign 20 plus highv value clients every month. That's it. That one line alone filled our calendar. That one line alone if that resonates with you is what is going to be like yes I have the solution you want and it's really easy for us to be able to give it to you. Because when you combine those three, a clean, simple offer, a lean delivery model and clean messaging, everything compounds on top of that. That's how I went from zero to a million run rate in just 63 days. It's not because I did more. It's because I finally stopped doing the crap that just does not matter. So, if you're sitting there right now and you're thinking that your business feels heavier than it should. You feel a little bit more stuck and you want to have a bit more simplicity. You want to simplify your offer, you want to simplify delivery, you want to simplify your messaging. I wasn't going to include this in here. I'm going to include this in this episode as a little bit of a bonus for you right now because I actually think this is really important. Shiranta, a fantastic mentor and friend for me that's now the president of acquisition.com shared something with me years ago that I have used with myself and I use with my clients and I call this exercise the Chiron timeline. Now if you are seeing this it means I've asked him and he said it's all cool for me to share this with you. So here is the Shiran timeline that I use. Really simple. Get a piece of paper or an iPad. Draw a line horizontally from left to right and on the left hand side is the beginning. It's when a client first gives you money. On the right hand side, it's going to be when your client gets to the promise land, gets to the milestone, gets the result that you are essentially promising them. On the bottom of the line, you're going to write down in order all of the steps they have to go through, they have to do to be able to go from where they're starting with you to achieving the result. Above the line, you're going to fill out everything that you do, your system, your company, your delivery method does to help them get to from when they start to getting to the result. It is profound when you go through this timeline exercise that Shiron shared with me how easy it is to be able to see what is needed and what is not needed in this process. And that's why I wanted to share this with you right now as it comes up because I think that's actually one of the key things. I don't want you just watching more YouTube videos, listening to more podcasts, scrolling through and just thinking it's more Do the stuff that actually bloody works. And that's what I want to share here in this episode and in every bloody episode in this channel. So, what Chiron was able to share with me with that timeline exercise is what I want you to be able to do before you go and watch something else because if you go and watch something else right now and you don't take a couple of minutes, 2 minutes to quickly map that out and you can come back to that later, I don't think you're serious. There, I said it. However, to bring us back into alignment, I want you to be able to have one question answered. What's the cleanest path to a million dollars that doesn't wreck my life? If you want me to break down the exact model, then I'll actually pop a link in the description for you to be able to see exactly how that works and exactly how to plug it straight into your business as well. Because you don't need to work harder. You don't need to be doing more, especially more of the stuff that so many people are saying because this is old outdated advice. You just need a simple machine that works for you even when you are offline and enjoying your life. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Would be a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-06-04 Views: 174 Video: https://www.youtube.com/watch?v=K3jZfT5bqtM Runtime: 15 min 29 sec (3,189 words) The script, as delivered on camera One of the biggest mental barriers or mental problems or mental mistakes I've ever made was really falling into the trap of the by now I should have mind state. See, I used to look at my life and I used to say to myself, "Oh, by now I should have made more money. By now I should have sold more books. By now I should have grown a bigger business. By now I should have had more success. By now I should have you insert whatever it is that you wanted to have achieved so far now that you haven't. And this mind state, this way of thinking, it's toxic and it's flawed and it's based on a completely false life philosophy. And just the other day it popped up for me again and I was sitting in my backyard, my four daughters were playing and I was kind of honestly I was completely off with the fairies. I was daydreaming and I was thinking looking at them and even then thinking of the seeds, the flowers that haven't even broken through the soil yet. And I was thinking, "Do I think any less of those flowers? Do I think any less of the flowers that haven't grown and matured and bloomed and beautiful right now?" Of course not. They're just exactly where they're supposed to be right now. They are on their journey. And then it clicked for me. "Well, I'm on my journey. Why am I putting so much suffering and pain and hardship upon myself when I'm just on my journey? Maybe I've just not yet matured and bloomed yet. Am I talking to myself like I'm a flower right now?" So, let's just stick with this for a moment. So, when I took this concept and applied it to myself and then I applied to others and then I simply think, "Well, I just love you for who you are. I love myself for where I am and accepting for where we are along our journey as well." But then I also thought to this next step and I think this is where it becomes really practical and useful for you and I. And that is there is this little paradox that we're playing with constantly as well. And on one hand there is this striving, there is this us wanting to go out, to go and conquer, to go and achieve and get things done. And I'm totally with you cuz I've lived so much in that mind state of wanting to strive and achieve and conquer. And then on the other hand as well, there is the just being okay with what's going on right now. And there is the accepting for what is right now. And then there is this, well, how do I play between the two? Because if I've got to be perfectly honest, the the striving, the going and wanting to achieve, evolve and grow, I very much love that as well. But if you go too far down the striving route, well, that becomes toxic. That becomes quite painful because then you're trying to force things as well. You're trying to get things done that might not be the things the way that they need to be done. You're trying to control time. You're trying to go beyond what divine timing really is actually going to let the way things unfold, the way they're going to unfold. But then on the other hand as well, we have if you go too far down the side of just accepting, there is what I see is complacency. And if you have too much complacency, then you lack that growth. You lack that evolution. You lack that getting the things done. And I do believe that we're here to be able to create and grow and evolve and to be able to serve others. So how does that actually work? And this is where I really calmed down into it and wanted to make this really practical and useful for myself. And a couple of things really started to click. And this is what I will really want to share with you. Because as I started to work through this concept, there was the idea of firstly understanding of what chapter in life am I in? What chapter in life are you in right now? And as a very practical, pragmatic example in the next video, I'm actually going to be delving into the how I make over a million dollars a year working only 12 hours a week, but having the exact right business model to suit myself in this chapter of life. So thinking, what's the chapter of life that you're in right now? What is it that you truly want to succeed in change, achieve, be, do, and have? But then also, what are the responsibilities as well that you have in this chapter right now? If I'm talking to someone that's in their early 20s, and you see so much of this online, the advice that's coming from these 20-year-old dudes, and it's not it's not wrong. They're doing the right things. They're saying what is true to them, and that's fantastic. But the advice is go out, hustle, work. And yeah, absolutely, I believe in your 20s that you should be working. You should be very focused, very focused as well on building skill sets, on building values, rather than just trying to get to this multi-million dollar outcome. But what happens is that is what's right for that person in that stage, in that chapter of life. If I'm talking to someone that's in their mid-30s, in their 40s and beyond, well then this is going to absolutely change. There's going to be a difference with this, and you'll see that as I explain, especially in the business model episode coming up. So, I do believe for this to be actually really useful for you, there is a bit of a dance here, and I also think that we're in a little bit too much of a world today with things a little bit too prescriptive, too step-by-step checklist. Like, if you follow these nine steps right now, you're going to 100% get this result. A lot of parts of life, I think a lot of the parts of the sticky parts, the harder parts, the more complex parts of life just do not work like that. There is a dance. There is the element of you having to take responsibility, just like how I have to take responsibility for myself to be able to find my path. I cannot be able to hand off the responsibility for someone to be able to come down from the hill etched in stone telling me exactly the way I need to be able to live my life. I don't believe that's true. But there are principles, there are heuristics, there are things that help point to how it is that we can figure this stuff out for ourselves, and this is how I've been able to figure it out for myself as well, which is why I want to pass this along. So, the few principles, the heuristics, the ways that for us to figure this out, I think the first one is being able to have more awareness, being able to have some better self-awareness for yourself of knowing where it is that you are in life. And one of the concepts when I think about the awareness as well, is actually thinking about the lens in which you're looking at the world, because you're telling yourself a story of what reality is for you and how you're perceiving reality. And it's really the concept of like taking the lens off and being able to see that there is a lens in which you are perceiving life through. And then having the option of well, do you need to clean the lens? Do you need to change the lens? Can you keep the lens completely off as you go through the process of figuring this stuff out? Also, when it comes to the awareness side of things, there are other practices prac There are There are other practices that are going to be able to help aid you be able to increase your self-awareness. And that's going to be such as mindfulness practices. But then once we go beyond awareness, there is the other thing such as feedback. So, feedback from others is extremely important. For myself, I have such a great friend, James, that we've done a recent interview with, but for him and I, we got together very frequently, nearly every single week for 2 to 3 hours at a time, Friday morning, sitting down. I would drink a coffee and sparkling water, he'd have a coffee and he'd have some eggs and avocado. And for 2 to 3 hours, we'd just be there in dialogue with each other. And it was such a beautiful way to be able to have someone point out my and be able to be really honest to me about what's going on, where I might be thinking incorrectly, maybe I'm making the wrong assumptions about things. But being able to have that feedback from the outside world for me to be able to then best navigate forward, because there's feedback from others, but then there's also the feedback from ourselves as well. And for me, this is just my practice, is journaling really helps. I find there's like a bit of a BS meter between my mind and my pen as I'm writing. And I know if I'm bullshitting myself, I know if I'm lying to myself as I go through the process. And being able to literally just get into dialogue with myself, being able to first ask the right questions, get to asking the right questions, and then being able to then answer those gives myself this feedback loop of being able to better find the truth. If you've made it this far, seriously, thank you. I appreciate you being here, but real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. Then the next part of this is going to be able to look at what's your environment right now. What is it that you're actually consuming? So, yes, environment, physical environment. I I'm actually shooting this video for you right now, and we are in Austin, Texas. I'm here to shoot some videos. What I love about travel so much is it because I get outside of my usual typical day-to-day environment, I'm literally going to be having different thoughts. I'm literally going to be have a greater multi-perspectival as into my life, and these different thoughts give me these different insights, and those insights then help me better navigate moving forward. Then when it really comes to the environment as well, I think of the people that I'm going to be surrounding myself with. And really importantly, I think of like René Girard's mimetic theory, and thinking of like, well, from what I'm consuming, from the people that are around me, but also, what about all of the media, social media, all of that stuff that's coming into my brain from the books, the podcast, all of the videos that I might be watching, the documentaries, so on and so forth. All of that information that's coming in, that's going to be affecting me as well. And then I need to think about, well, what am I needing to maybe kind of like take a step back, put a bit of a distance between myself and the outside of environment that's going on? Because maybe, just maybe, through mimesis, I'm actually wanting things that I don't actually want. And therefore, if I'm wanting things I don't actually want, I can be clearly going off on a different and wrong path that's true to myself, and it can be very painful, which I know really well. This has happened to me many times. To then be able to swing back around to then move forward for what's right. And this next one I find really interesting because I don't think that we can actually really get away from this. And this is, where is confirmation bias leading me astray? Confirmation bias is one of those things where if I've made a decision, if I'm thinking that one thing is going to be the right thing, and really what's happening, I'm then looking for other resources, other information, other feedback, other things that are then going to be telling me that, yes, I am right. I'm wanting confirmation on what I've already chosen. And so I'm looking for the critiques, I'm looking for the criticisms, I'm looking for the other side of the argument. For me, I want to be able to steelman the opposite side of an argument. I think it's very important then in an argument or for an argument that is for me being able to decide what I need to do, there could be a go left, there could be a go right. I want to be able to steelman both parts of those argument for me to have a greater understanding of both of those different choices for then to be able to me figure it out what to do next. And then it comes down to something again that's I think is really practical, but often really easy for us to miss. And that is just to think about life, think about steps, think about decisions, and experiments. And thinking about them as in small little steps and not something that's going to be the absolutely forever. Because maybe if you're making decisions that are going to be absolutely forevers, maybe that's the wrong decision to be making. Maybe you're putting yourself in a situation that is incorrect. So, for me, I want to be able to decide properly on what it is that I want to be able to do. I then want to be able to move efficiently, effectively into what it is that I need to be able to do, and doing it with the right intensity, with the right duration. I then want to be able to get the right feedback, the right data, the right somehow do I know if this is actually leading me in the right way that I want to as well. But then, I really want to be able to then reassess, and then do it all over again. And because if I am able to decide properly, move forward properly, then be able to figure out, and then be able to have a proper reassessment, and then the I just repeat that cycle, it's not going to be this perfect straight line from where I am right now to exactly where I should be able to go, but rather than having these massive zigzags everywhere, it tightens the line up, and I'm am able to get there faster, and I am able to get there with less suffering, and I am able to get there, dare I say, even with more fun. So, wherever you are in life right now, coming back to the by now I should have mind state, I want you to know that I respect and abide you for you being on your journey, and for you being able to get after it the way that you are right now. Because if you need some extra confidence, hey, borrow some off me. I've got plenty of that stuff that I want it to be understanding for you to be able to go, "You know what? Don't be hard on yourself if you're upset, if you're angry, if you're sad, if you're just in frustration when you look at your life right now, and you know that there are parts. You know deep down, if you really to get quiet, you close your eyes, you listen to yourself, there is that little bit of negative emotion that could be sitting there that is like, 'Hey, you're not doing what you're doing. You're not being who you want to be. You're not achieving what it is that you want to be able to achieve." That's perfectly fine, but understanding that it is what it is, but now you have the responsibility to be able to move forward, which is why I wanted to go from the "Hey, this by now should have mindset that I've had so often as well." That's Let's move beyond that and let's better understand, just like how we understand where the flower is at it as well, cuz if I'm a flower, sure as hell you're a flower as well, and we're on our journey. Then understanding how do we then figure it out to be able to move forward in a really effective way, which is why I've wanted to share this with you today. So, I really appreciate your time and attention for joining me. Thank you for being a part of this journey with me being able to share this with you. I'd love to hear from you being able to know where you are, what it is that you want, and how I can best help you as well. If there are any topics or questions that you want me to dive into in future episodes, please send them through. Send me an Instagram DM, comment in the YouTube videos, send a review on the podcast, put a note in a carrier pigeon and send it to me. I don't care. Do some way, but I'd love to hear from you. So, as always, thank you for being here, and I'm looking forward to seeing you in the next episode. All right, that's it for today, and if this did hit home for you today, and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Prove to me you're a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo, so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode. Oh.
Client: Chris Dufey Format: Long form Published: 2026-01-01 Views: 171 Video: https://www.youtube.com/watch?v=U3Y01fWPqgA Runtime: 70 min 55 sec (14,514 words) The script, as delivered on camera My parents when I was a child told me four things. You need to excel in these four domains. They said you need to be a kind and responsible person. That was their number one. You need to be a good student. You need to be a good athlete. And you need to be creative. And they said everything else, chilling, playing comes after you do these four things. So, you taught me the principle that financial freedom is being able to have 200% of your burn lifestyle expenses come from passive income. When I sold the last company, I was able to reach that point of financial freedom. And I I I took that definition. I was like, "Thank you, Shiron. That is my definition right now for myself and how I see it." And what was interesting was, and I think it interplays between a few things I really would love for you to share with me today, Shiron, which is the point in fatherhood. Number one, you have two amazing children. Uh, your boy's birthday's tomorrow, and we know that he wants your presents. That's that's what our children really want. what I'm working through at the moment. And I think intellectually I've got some concepts and ideas that I'm like, "Yeah, they're they're the wise things. They're the correct things to do." But am I truly embodying that and am I living by that? Because for me, I'm like, I'm 37 right now. I feel like I'm in building mode and I also feel like I'm getting good at it as well. And I also feel like I've just been warming up, which is like this crazy feeling. Like I felt like selling the last company was like, dude, I'm just that was just my warm up. Like I'm not even getting into the game yet. Now being in this and I'm like and then an example of this is like being on this trip wanting to have these conversations and being able to do this takes me away from my family, takes me away from my four daughters. And there are moments in which like my girls are starting uh surf school uh today probably within a couple of hours of this right now. I'm not there. How do you make peace or how do you think about and act accordingly for how you as a father be the best father also the best husband but also be on your mission doing the things that you want to do. Yeah. Um I think everyone needs to build a framework for it because otherwise you don't have a way to recalibrate. The reason why people like sports is because it has one unified scoreboard and you know if you're performing or you're not. You know how the teams are doing. But the cool part for us is we get to give ourselves that scoreboard and most people will take other people's scoreboards or they'll have this thought saying, "Oh, I'm not spending enough time or I'm not being present." But instead, we can define that for ourselves. So there's three definitions that I like to use. Number one is when it comes to my children specifically, I tell them everything that I'm going to do. Meaning, if I have to go on a trip, the only way I can not feel guilty is I can say, "Hey, I got to tell you about where dad's going this week." And I'm like, "I'm going here. I'm going to be doing this." And then when I get to my hotel room that night, I'm going to give you a tour of my hotel room. I just tell them what I'm going to do, where I'm going to go. I'm going to go see Uncle Chris, and this is what we're going to happen. and they know, they're like, "All right, dad's going to go do this thing." A lot of times, if we just say, "Oh, dad's going on a work trip." They're like, "Oh, work is more important to him." That's the feeling that they get. But instead, when they can see that you're doing something that you have told them about, now they're part of that journey with you. So, they'll say, "Hey, Dad, did you already speak today? Hey, I knew you said that you won't even have time for breakfast. Did you even eat anything today?" They'll know all the details. So, the first thing is I just tell them everything that I'm going to do. I walk them through my entire agenda, which has been really helpful. Sometimes they care, sometimes they don't, but they catch some things in the in the corner of their eye. The second thing is I always use a saying. I say be where your feet are. Right? If you're with your children, I'm just like, put my phone down, not around. And but Chris, it's very, it's easier said than done because there are times where I'm like, I just want to grab my phone and just to check one thing. I got this idea and I just want to capture it. I just want to send this email and I want to do it. My my children actually call it the hey is it a is it a one minute or is it like a dad one minute right they know a dad one minute is like 20 minutes I'm like I'll be right there in one minute but it's not the case so I had they told me that I was like wow I got to I got to break this feeling and so this idea of be where your feet are. constantly tell myself that. And one of the ways in which I do that is when I get home, we have an olive tree that's in front of our house. And right when I pull in the garage, I look at this olive tree and everything that I have going on, I just put it on the tree. Now, it seems woowoo, but I needed a I needed a kesthetic visual for it. So, I put my problems on the tree. I put my projects on the tree. I put whatever on the tree. And then I leave my backpack in the in the garage and I walk in the house and I'm dad, you know, but we've also I've also created this ritual where when I walk in the door, my children know that from the time they were little kids, they will come running in and I have to be there. If I walk in with being on the phone, they're not going to do that. I can be like sh one minute, right? So I walk in, they both come running in. So that's the and then when I leave I pick up all the stuff off my off my proverbial tree and I drive off. And so that's been super helpful. Got to call it be where your feet are. But here's the third thing and I think this is this was what changed everything for us. My parents when I was a child told me four things. They said you need to be you need to excel in these four domains. They said you need to be a kind and responsible person. That was their number one. You need to be a good student. You need to be a good athlete. And you need to be creative. And they said, "Everything else, chilling, playing, comes after you do these four things." And so I like to find a way to be kind and responsible with my children. I'm like, "Hey, do you need any help with getting ready for school? Can you be kind and responsible? Can you be a good student? You're going to doing homework? Great. I'll sit down. You do homework. I'll work." So they kind of have that. Hey, you're a good athlete. Cool. Do you need to go to practice? Can I take you somewhere? Can I talk to you? Can I train with you? Etc. And then you need to be creative. I'll tell you the crazy part about being creative. Neil said to me, he was he's going to be 13. He's like, "Dad, I want to I want to invest in real estate. That's my creative thing." I said, "Great, but this is not whenever you want. We're doing three hours a week. This is like a course and I'll figure out what those three hours are, but if you're being creative now, I'm part of that creative process with you." So, even my daughter and my son, it's like, "Are you kind and responsible? Are you a good student? Are you a good athlete? Can you be creative?" because now that rolls them into being a better adult and gives me a rubric to like inject and deploy myself into their lives. But I don't do anything outside of those things. Tell them where I'm going. Be where your feet are on these four domains. I just kind of manage that and I score myself accordingly with that. And from time to time, I will ask my children, hey, tell me one thing I'm doing well as a dad and one thing I could do better. And you may think that's easy, but you're just hoping that they tell you that they don't hit you with something crazy. But it's always around Sometimes you say one minute but you take 10 minutes. Sometimes you're distracted and like they'll tell me and it's very good feedback but my rubric for me is only those three things. I just try to be those three things over and over because they're very controllable and they know it, I know it. So you have mutual expectations around it. I uh I got a my eldest daughter, she's 11, she wrote me a note maybe about a week before I came on this trip and like I took a photo of it and it just I just cried for so long after like I was like that like I was like that's winning. Like my daughter thinks that of me and is able to articulate like that so well. It was it just meant so much to me. And then I actually sat down with my daughters like yeah the night before I came on this trip and I was like what can dad do better like when I come back like tell me and the responses were let's go on more dates and let's go to the park more often and I was like so simple put like done and I think that's the case of a question that's been rumbling between my ears for a little while now is the case of Why am I why am I wanting to earn more money trying to form if there is a definition of enough? Mhm. I feel like this the the where the drive is coming from is different fuel. I think the fuel is not this victim scarcity mindset anymore. And it's almost like it feels like it's just a side effect from me doing what I actually want to do now, which feels incredible. But then I was also thinking like if I was to kind of like and I just could be geeking out on this way too hard, but if I was to like map this on an XY axis, is there a line of diminishing returns where more money actually takes me away from the things that I want to be able to do? 100% it does. And and the interesting part about that, I have two stories on that. The first one is your eyes only see and your ears only hear what you're looking for. Right? And the crazy part about that is the question that we should all be asking ourselves is we have a certain aspiration and that aspiration has several domains of development. Do you have the economic development where you make more money? You have the mastery where you make better skill, you become a better person, what have you, right? But the thing that is very tangibly measurable is the money. And so you can say, okay, cool. I'll make up easy numbers. You make a million dollars right now. You want to make five. Great. when you make five, what happens? If you don't have a plan for what happens when you make five, then you then it's very easy to lose yourself along the way because then you're like, well, I made five. Well, why can't I just make six? Why can't I just make seven? What I don't love or or doesn't resonate with me is the idea of why not. So, when someone says, well, what about like why do you want to make five? Oh, why not? Well, that's not the answer. like you want something, let's go get that, right? And so, uh, I do believe that if you don't have a very clear measurement of I want to get X to deliver Y in my life or to the world, if you don't have that, then it's very easy to get off course. It's actually grounded in something else. I'll tell you what my son told me. So, my son is smart, is sharp, very sharp, and he wants to invest in real estate. And when I got in into investing in real estate, I would buy these what we call in the US single family home. So you buy a single home and then you would rent it out. And so it has been told to most real estate investors that that's how you need to get into real estate investing. So I told my son, "Hey, this year we're going to buy you your first investment rental." And he says, "Sounds good, Dad. So we've been looking around and we we made an offer on this home and we realized it was not in a good area. So we backed out of it." And then under my breath, I said once, I'm like, I'm actually glad that that happened because I wouldn't buy that anyway. And he's like, wait a minute. What do you mean you would not? Why would you let me buy something that you would not have bought anyway? And I said, well, that's how you need to learn. And he goes, Dad. And I said, well, I owned these 280 units. It was a nightmare. So when I realized it was a nightmare, I sold all of them. And now I do something completely different. and that's better for me and my personality. And he says, "So you learned it and the learning was a mistake for you and now you're passing on that mistake to me." He said, "Dad, you've learned this mistake for a family. Why do I need to learn it again?" Oh, right. And that made me think cuz we tell people, "You have it so easy. I had to walk to school. You had it so easy I had to take the bus. You had it so easy." But he made a really good point. He says, "You've learned this lesson for our family. Why should I learn it differently?" And here's what I learned, Chris, from that. I learned that we take our learnings and we put our kids up. Let them go find the next set of challenges to tackle. We think that, oh, we're giving them a leg up doesn't mean we're making it easier for them. We're just putting them in a whole different challenge bracket. And now I get to work with him to learn and work through new challenges. And that's exactly the question you ask, which is if I don't know where I'm going, I may get lost along the way. Yeah, I just wrote down intergenerational lessons. That's an extraordinarily powerful point your son just brought up to totally and and and that makes complete logical sense as well. It's like why shouldn't I learn the lessons, pass them to you so you don't have to go through that so therefore you're able to move faster and further. Correct. Correct. And we think or no, I think you always talk about me. I thought that if I he had to learn the lesson so that that was found a foundational lesson. My shift was that I'm giving the gift of step two so that he can make the mistakes in step three. Nothing is there's no smooth sailing, right? We're just giving people a head start into more mistakes. And so let why does she why does he have to make all the mistakes that I made for our family? Okay. When you look at me and anyone I was gonna say when you look at anyone but when you look at me for any exact example and you can grill me please do the idea of how or what I can create and achieve is based on what I can essentially perceive on what I can do at the end of the day and I'll only set my sights to a certain depth field whatever for what I can actually believe is there and I was thinking on for Uber drive here. What's the difference between somebody running a seven to an 8 to a 9 to a 10 figure business? What are the fundamental characteristic traits that are different between how those people are actually operating? Yeah. The first thing that I would offer everybody to do is to count differently. So, I'll give you an example of counting differently. Let's say you and I are at a bar and you and I had just got out of university. you were 21 years old. What we would say is, "Hey, have you heard of this idea?" And I'm like, "Yeah." He goes, "Well, let me give you an example. Let's say you have $100 and out of that $100, you buy this Bitcoin and you have to pay $2 in commission. And imagine you made $2, right?" You're like, "Cool." But now when you and I get together, you say, "Hey, let's assume you had a million dollars and you made a 2% commission." But you have Warren Buffett saying, "Hey, let's assume you had a billion dollars and you made a 2% commission." The very fact that they use they just count differently. You could do the same exact thing, but what it does is it makes all the numbers approachable for us. We're like, man, I I'm I'm running a six-figure business. I'm running a seven figure business, but a 10 million that seems too big. That's because you're just not used to counting that way. And I think that's that's super important. Easy fix, super easy to do. The second is my coach told me this. She every time I get like a little bit arrogant, she will say, "Hey Shiron, you're not as smart as you think you are." I'm like, "What? What? What? What do you What do you mean I'm not as smart as I think?" But she's like, "You're not as bad as you think you are either." That's her favorite. She's like, "You're not as smart as you think you are, but you're not as bad as you think you are either." And I said, "What does that mean?" She goes, "There's a talent and there's reality." and she's like, "It's my job to help you get as close to this as possible and keep growing." And she always tells me because you're not as bad as you think you are, but you're not as good as you think you are either. So, it's a really it was a really nice way of calibrating. Oh, wow. It it's humility, but still aspiration around it. But if we can't have somebody with outside eyes give us where we should be versus where where we are, I think that gap in our heads is too small. But to others, it's a lot bigger. And the more people that can see this gap, the more we have in our lives, the bigger we win. How do you help somebody, whether it's yourself or somebody or a business partner, how do you help them see where their talent can go? Seriously, we I think a lot of us, some of us have the gifts to see it, but the hardest part is communicating it. How do I tell you, hey, bro, you're underperforming. It's very hard to do because I don't know what it's going to trigger in you. And then, so now I have to paint a picture, a very vivid vision of, hey Chris, imagine a life where you have this now, but you can have this, and it's only a matter of changing three things. Would you be open to hearing what those are? And then you're like, wait a minute, I could really get that. And then it now it becomes approachable. And so I think it's our job in a lot of ways to make things approachable for others. And how you share it, the warmth and kindness and love that you have while injecting it is super important. Otherwise, they're just not going to the environment and how they listen is really is way more important than the language. And is there any difference between uh increasing their talent to actually increasing where their reality is? How do you mean like let's say the first question was how do I increase somebody's talent? How do I increase like hey you're doing this you could do 10x so much easier. How do you then actually get them to boot on the ground increase their reality and how they're showing up and what they're doing? Yeah. So I I'll tell you this differently. You cannot 10x just one part of your life. You've told me this before, right? When you changed your focus on health and fitness, everything lifted. You can't just become a really with really good with endurance and then expect everything else in your life to be a 1x when you grew one thing 10x. It's just it's impossible. If you if you get a chance to have the enough discipline to go to the gym to work with the diet to get will get the focus and grow that well the discipline is going to bleed into your work ethic. your discipline is going to bleed into your family. So, the easiest way when I see something in somebody is I look at what else they're doing at like a 6, seven, 8x level and I'm like, how can I get that to a 10? I want to take momentum and just push momentum up because as soon as you take some, you can never 10x one part of your life. It automatically lift everything else up. So, I don't want to tell them, hey, you need to work harder with your content or work harder with your accounting, whatever you're already doing. I'm like, hey, Chris, I know you spent a lot of time on your health. Would you be open to doing an iron man? Do you think you can pull that off? Now I push you from here to even higher. Everything will lift. So in a lot of ways, you just have to we have to find a way behaviorally to lift their lives up without forcing them to find a weakness. Because when you spend time working on your weaknesses, you develop a bunch of really strong weaknesses, right? But if your life lifts with everything else, it's way easier. Okay. So then if we tie the freezing the lifestyle Yeah. um thought in because immediately as you said that before we hit record, I was then thinking about the last two months of business, we have consciously reigned growth back. Yeah. Like consciously rain growth back to be like, "No, we're going to absolutely nail the delivery and operation side. Like it is going to be just watertight. then I'll take the handbrake off and we'll go through. And it was the conversation I had yesterday afternoon which was like all right like let's go. Yeah. Until you said that I was more than happy to do you mean put the handbrekes on on growth because it was already bringing in great profit. I was already taking in great money but I didn't I didn't actually need it. And what I found interesting was I would say look at the scorecard for the month. It would get sent to me updated metrics. I look at the scorecard. I go through it and my initial response was like, "Oh, we haven't hit my projected numbers that I pulled out of my ass that I wanted us to hit in the first place." But then being well, that's okay. Do you know what I mean? Like I'm still life is still great. I'm still putting like for me my kind of system is I take the money that I profit from the month. I put that into the family. I put it into investments. I put into all the different accounts I want it to go to. And then what is left over just goes back into more investments and we keep going from there. I did all of that and it was all hunky dory and there was leftover. And so I was like, "Oh, I'm so thankful." And no, sorry, no, this is and the truth. A couple months before, for some reason, family-wise, we just had like twice as much. Like our living expenses was just like twice as much more. And I got triggered. Like I actually got triggered. And this is me, my work, and the therapy that I got to do. And I said to Lauren, my wife, I was like, "Yo, what's going on? Like, this is gnarly. Like, we're going to have to go line by line through, do you know, I mean, like the AMX statement to see what's going on." The way I saw that was that was actually the old Chris that was still getting like in scarcity and fear and like just himself about money. So, when it comes to lifestyle, uh, freezing lifestyle, sorry, Shiron, how do you do that for yourself? and then help other people to be able to do that because for me that gives me a certain sense of peace that is just unshakable. Yes. I I didn't know anything about this and it's good when you get some good advice. So when I starting when I just graduated from university, I was starting I it was a I joined a startup as a very early employee and I got equity and my uncle who was a uh Silicon Valley kind of entrepreneur said hey he said if you can get if you can trade as much of your salary that they're offering you for more equity I would do that. And I was like, well, I don't have don't even have a place to live. And he goes, live in my basement. He goes, drive the worst car. Live in my basement and you need to have a fixed amount that you live that you run your life by because once you will get you will win more because of this. And most people can't do that. So for 18 months, it was not long, I lived with my family. I did chores around the house. I did all of that. I drove a really old Honda Civic which was a handme-down and we sold the company and I made good money because of that but I froze lifestyle dramat dramatically. So we've had five exits in the last 20 years which has been really helpful for our family and I'd say in uh I've been married 16 out of those 20 and in the last 10 years that I can remember we have not changed the monthly of our lifestyle. So last 10 years we live off the same thing and I'll tell you the one thing that happened that made it different. You said something very interesting about AMX statements. I think a lot of people do that. We have a P&L and a scoreboard for our business but we don't have a P&L for our family. So I just have our accountants run a monthly P&L for our family. And otherwise you're just like cobbling together to find out what your nut is. And so recently we did a remodel. I just handed the P&L to my wife. I said, "We agreed on X. Here's the P&L. We have a joint artifact of making decisions here." So, we run a monthly family P&L so they can see how much is coming in or how much I put in our family account, how much we pay for private school. I will tell you, every single entrepreneur right now should spend the extra whatever $40 a month in in QuickBooks and generate a family P&L because the family piano course is actually the easiest one to run. I swear to God there was a message just from because I'm getting the bookkeeper to come in to do exactly that for the but the crazy part of this is the the bookkeeper there. The crazy the crazy part of this is the family P&L is actually easier to do because most of the family runs off of one credit card and one bank account. Yeah. Right. So if you just gave your bookkeeper access to one credit card, one bank account, it is way easier to do and they know exactly where those expenses are going. The business is what's hard. You got refunds, you got churn, you got like prepaid expenses. family is really easy and once you know that number everything gets really really easy. So when we talk about financial freedom people think I never had a definition for financial freedom and my definition for financial freedom that my money coaches taught me were your passive income is greater than or equal to your monthly expenses and if your monthly expenses are $10,000 and your passive income is $10,000 you're at 100%. The thing that I shared with you was you want to be 200% 200% of passive income to monthly expense. If you did that, you're financially free in an unlimited kind of way. That means that nothing can your capacity to handle risk or a down month goes so deep and you can reinvent yourself etc. So I I just think number one is if there's any way to freeze your lifestyle, freeze your lifestyle. And just because you're making more money, don't turn your lifestyle on because it's very hard to turn it back. Very hard to turn it back. And Chris, I think the hardest part of that conversation is because we have not gone into sync with who what we truly want and what our family truly wants. Like I I told my wife, "What do you want?" She goes, "I want a great car to drive. I want to live in a safe neighborhood. I want kids go to great school." That's it. That is all you want. Great. Outside of that, she doesn't need anything else. I'm like, "Thank you. This is the flat amount." And we've run our life for the last 10 years on the same monthly nut. This is so good. And what's coming up for me now is I had that same conversation with Lauren which was what do you want and just like what do you want? That's a hard question to answer by the way. It and that's where I kind of like want to allude to because that is a very hard question to answer because there was she answered did it. What's the car you want? Done. Bought like house done. like school literally done like the exact it's very similar to what you just said and then it was interesting for me because it would still come up for me and I would ask Lauren I would be like you good like anything more and she's like and Lauren would be like I'm loving life thank you like she's like thank you so much for providing this life and like and as man as a provider I was like that's the biggest thanks I could ever get like oh my god and then one day she actually came back uh out and I was like how was your day great I was doing this I was doing that. I bought this thing and she's like, "I was going to buy this jacket, but I didn't buy it." And then she kind of continued on in the conversation. I was like, "Oh, hang on." I was like, "Why didn't you buy the jacket?" And she was like, "Oh, didn't mean like I just didn't really think I could spend the money on it." And I'm like, "Oh, whoa, whoa, whoa." I was like, and I was like, "Go tomorrow and go buy that jacket." It was almost like, "Go buy that jacket because I I want you to feel free and unencumbered to be able to do that." And I appreciate the do you mean you thinking about it not wanting to be mean spending on things that you don't love but if you love it absolutely spend on it. So when it comes to reigning in our expenses is there any sort of framework or ideas that you use so that you're so that we can spend money that actually improves our life? Yeah, it's it's the right question to ask but there's no right answer, right? It's one of those which is you're changing the way you think about life and money in a lot of ways. And so I I literally tell my wife this, buy whatever you want, but she's got but I said, but here's our monthly nut. If it's going to go over this, we should talk about it. And and we do, but I would I would wager that there are some times where she dials back. But by the way, that's okay. You dial back, too. And we're both doing our part to to to to doing that. If she wants something or some or I want something, I just talk about it. And if I'm going if I want a major expense, I talk about it. And I I think at at some point, you set the rules and you set the exceptions. The rules are these are the rules. Are we good with it? Great. Hey, for exceptions, we have conversations. Great. And I I I've realized that too many if then statements creates too much of a complex life. I just want to here's a base case, here's a variable case. That's it. And so I know I can have conversations. And so I always tell my wife, I'm like, "Hey, I'm thinking about I I I'll give you a crazy story." I was like, "Hey, I'm thinking about getting a Maserati." And she said, "Why?" And I said, "I really like the Maserati." He goes, "I think you should get whatever you want, but before you get a Maserati, I would talk to like three to four people who know you well to see if they see you in a Maserati." So, I I called a couple of my friends. They go, "Dude, you I do not see you in a Maserati." So, I said, "Wow, five four out of the five people that I that I talked to said they didn't see me in a Maserati." She's like, "I don't see you in a Maserati either." And I said, "Well, I'm thinking about getting a Tesla." She's like, "I think you should get a Tesla cuz I see you in a Tesla." So, I I talked to my five friends. They're like, "Yeah, we all see you in a Tesla." And I'm like, okay, well, this is super interesting. So now you get a little bit of feedback there. It seems like, oh, this is such a mundane conversation, but this is life. Like this is how these are the conversations where things break down. If you can have this conversation, everything else gets significantly easier. So having that has been good. My wife also likes so I'll give you do two things I do for my wife. She likes having a a a certain balance in our checking account. So every time if drop below this feed count, I I don't let it ever drop cuz it freaks her out. And she doesn't need to know anything else. And then every end of the month, I show her all P&Ls. And she's like, "Hey, is everything okay?" Great, awesome. And so she just looks through them really quickly and she goes, "Okay." And she doesn't care, but at least she's aware of everything, but she looks at the family panel because that's the house. Only answer what you want to answer right now. So the way Lauren and I have uh managed money within our relationship was uh like in the past company she was actually working in the last business and then she we got her out like 6 months before we exited and so she knew everything that was happening inside of the business. Then moving to now, she has no idea what's happening inside of the business like at all. And I just deposit the money for the family nut every single month. It goes into the account and she's the same like I want it here or above and this is what comes in every month. I'm like amazing. Is there any way that you work with your wife so that she has that sense of safety? like you send her the P&Ls like cuz I as soon as you said that I was like oh I got to write that down I've got to do that for Lauren that could be fantastic as well like is there any way that you got to that practice so that the two of you could mutually do it and it not be over complex as well? No. So we we we agreed that she would be the CEO of the house and I would be the CEO of not the house. So everything outside is my responsibility. Everything in her that that is if she wants to wants me to do something she has to tell me to do it. If it's outside the house and I want her to do something, I have to tell her to do it, right? Because otherwise if something happens in the house, she has full say in the matter, we also agreed that everything money would fall on my plate. Mhm. As long as if something happened to me, she knew where to go. And so we just established that parameter saying, "Hey, if something happens to me, you go to this person and this person has everything, right?" As long as she got there, she felt good. And she always said, she's like, "Hey, if uh if we have to change our monthly nuts lifestyle in any way, you let me know. Otherwise, I'm just going to assume that I operate in that." And so, we just operate in that. Just keep it really simple. Okay. I've got one more money question. I want to geek out on business with you. Um, what do you think or how do you think about money differently compared to what most people do that gives you an advantage? Um, I believe that money is always in karmic balance. And to me that is the the number one thing that like I don't try to take advantage of people like if I if if I sit down and spend an hour with somebody I don't know I'm like please let me pay you right I just want whatever it is I want to get I want I want the payments to happen. If someone renders services, I pay them immediately and it's no delay in all of it because I think there's this karmic balance of money and it's to the point where someone will say, "Hey, can I pick your brain?" Some random person sends you a text saying, "I'll come pick your brain, take you to lunch." You're not friends or anything. So, I now have to take three hours out of my schedule to spend time with you so you can pick my brain where I have no idea whether you're actually going to do anything with it. And then you may not even do something with it. and now I've wasted that time and you're not going to do anything and then now we're completely off balance. So, I just I've realized that I want to keep money in karmic balance. And that's been a really simple framework for me. And if that feels off, I just tell my partners or tell whoever, hey, I'm working too hard on this one. I feel like off on this, we need to solve this in some way. But I I think money if if money can always be in karmic balance, all relationships will feel pretty good. You know, John Gian. Yeah, of course. Yeah. Yeah. Um I went saw John in Melbourne a couple months ago. uh when he ran his million dollar weeks event and it was awesome because he just like he came in it was just him and his leadership team and he pretty much just like opened the kimono and it was just like this is incredible and that was it was all incredible. The best thing I took away from that was seeing his relationship to money and how extraordinarily healthy it was. and he was just like he's he's posted this public to mean he's doing over a mill ad spend 2 whatever in front end great numbers and he was just like yeah I just send money out into the world and it comes back and I keep a little bit and I send more back out and just seeing that relationship to money for me was just so healthy to be able to see how that actually operates and as soon as as soon as you answered I just saw you and John just like the exact same that energetic big vibe giving it off as well. Well, thank you. Here's a I think what most people don't realize is that a lot of it comes down to freezing lifestyle. And we can go years without new income. And and I mean I mean a lot more than years. And it's not because of that we have a lot. It's because we don't spend that much. And so I always my thinking is for me would I ever when would I get into scarcity? I would get into scarcity when I don't know what to do next. I don't have what I need to take care of my family. That's when I would get into scarcity. Well, if I've removed that scarcity, then everything is you show up to serve. And when you believe that you get paid to show up to serve, some days you get paid more, some days you don't get paid as much, but you show up to serve. And that's super super helpful. There's nothing in my life that I want that I need that I do not have. There's a lot of things that I would be curious about, but that doesn't change my life in any way. Yeah. Um, there is a maybe we can chat about this after, but they have a I wrote down like my beliefs on money. A lot a lot of people don't do that. I wrote I wrote a lot of those down. I think I have like 10 of them. And the first one is money is always in karmic balance. And I think that is a pretty simple thing. And when most people write down their beliefs of money, it's easier to resonate with it. It's easier to be comfortable with it. It's easier to be integrated with it. And to me, life is a car. Money is the fuel. That is my metaphor for everything. If you have if you have a lot, you can go further. If you have less, you can't go further. But you can still go. So if you don't have a lot, then don't go far further. That's all this is. And when you see money as just a as fuel, you're like, "Oh, cool. I'm going to get some money, put in my car so I can go have more experience. I can go serve more people." The the car is not money. The car is the car. The car is life, right? Money is just the fuel in the car. And that dramatically takes away the pressure and the tension of needs everything to be commercial in some way. Okay, I love that. All right, let's geek on some business stuff then. You see a lot of worldclass top operators. What are the smart operators doing wrong that is slowing or stopping what they ultimately can achieve? most the operators that that are kind of hitting a ceiling on performance is they just don't have a they don't have a diagnostic framework and so what I mean by that is they work hard they have good business model but when things break they have no way of diagnosing what happened and and for some for some people you need outside eyes for some people you don't but most people should have a diagnostic framework and saying oh when things go wrong I do this so I'll give you an example my my friend, he said to me, he goes his um when my wife and I got married, he said he was already married, he he gave me this piece of advice and he said, "If I were you, the only piece of advice I would give you give me as a as a husband is make sure you can fit into your tux for the rest of your life, every single year." And I thought, "Oh, that's cool. It's a good challenge." So, every year I put my tux on and I'm like, "Okay, that works." So, it's been I've been married six. This is my 17th year. I've been able to put my tux on every single year. And I said, "Well, what do I do if my tux doesn't fit?" He goes, "That's your diagnostic. That means you do whatever it takes to get back to fitting into your tux." And I thought that was such a cool way of looking at it because now if profits are down, what is the diagnostic to get the profits back up? And when we don't have a like a diagnostic, then you start doing dumb things. And good entrepreneurs when things are not going well, they'll get into action. They'll start saying, "Let me make more content. Let me spend more on ads. Let me figure out my funnel. Let me change do AB testing." They'll do like 26 different things, but they have no diagnostic framework around it. Like what is the one thing that you need to move? How do you actually look at this? And I think that coming up with a diagnostic is hard for everybody, but when you can find one for yourself, it's really powerful. And it's easier when you get a consultant or outside eyes to kind of help with that a little bit. But most folks when they have a diagnostic and something gets throttled or something breaks, they're like, "Okay, let's take a step back. Here are the three things we need to talk about. This is working. This is working. Ah, that's broken. Let's work on this first." And so that has been and so when I talk to entrepreneurs, I just ask them. So this is not working, right? Cool. Just don't do anything. Tell me how you think about it. Well, it could be this or it could be that. Time out. No, you have no diagnostic around it. And I think the diagnostic will at least give you a directionally fast thinking as opposed to start throwing spaghetti at the wall. I think if if most entrepreneurs, if they can just solve that, it gets fun very quickly. So my my journey as an entrepreneur, as a CEO, and whatever label we want to slap onto it, what I found not too long before this trip was, and I I really saw this actually in the last company as well, and at the end of every month, I write a bit of a synopsis, a wrap-up of it, and I send that to the team as well. I just write it in long form and it's just kind of like my thoughts, what I see, what's going on, my thoughts on everything. And two to three months ago, the maxim that I came up for the month was don't find the perfect answer to the wrong question. Mh. Because I saw myself falling back into the ways of like this company's what six, seven months old now. And so starting it, I was doing just full of energy, full of juju, ready to get going. Going, going, going, goes really well from the beginning. And then as we were speaking about when we were walking just before, I'm like, oh, like I'm not needed as much as I like I'm not there doing things anymore. My team's literally saying like like step back. We got this. You don't need to do more things now. How do you help a founder, an owner, an entrepreneur? How do you help somebody like get out of their own way? Yeah. Like stop being a dumbass. Stop like me being in the business will only actually cause more problems. Yeah. So, um I'll use a bowling analogy, right? I'm not a good bowler, but my daughter who's eight always wins for one reason alone because when she bowls, we put up the gutters, the guards, right? And it just bounces along and it still hits the pins. So one day I was sitting back there and thinking why don't we do that? Why don't we create these gutter guards? Why don't you put the gutters up so that no matter where this entrepreneurial bowling ball hits it will always hit the pins and and to me those those gutter guards are some of the maxims that you shared right for example which is hey don't go build a perfect solution to a imperfect problem something very similar to that now so as that bowling ball is trying to hit that corner that's the maxim that you think about my coach told me something amazing. She said, "If you can't articulate your lesson into a maxim, you've not learned the lesson yet, which is insanely powerful if you think about it, right?" And so, I I'll give you one that I I use all the time, which is bad news doesn't get better with time, right? So, a lot of people, I'll tell him later. I'll tell them later. Oh, uh, the client will be okay. We'll call him tomorrow. Like, bad news doesn't get better with time. And so, now that you know that, I look at my list of things to do today and I'm like, I have to deliver bad news. I need to do that right now because tomorrow that is going to be extremely painful to deliver. And you start to realize a few things like that. So you're like, okay, how did Chris get that result, but I didn't. Oh, fame is the most efficient business model. Hm. So how do I get I just need to spend a little bit more time doing the content. So now what happens for me is every time I get a lesson, I try to build the maximum around it. Try to share the maximum as much as I can. And that becomes these gutters that keep building. So you your bowling balls never go off. The reason why you have the, you know, the best entrepreneurs in the world that they feel like they can handle anything is because they know when they when they go into the gutters, there's a there's some maxim there's some learning that puts them back in the game. And we all know these learnings. So when somebody's watching right now and they hear this learning, borrow the learning. Chris and I have gone through 25 years of this millions of dollars won, millions of dollars lost and we're giving you the learning. Start with the learning, change it. But at least now you you layer your path with these learnings. And I think that is the fastest way because the lesson that you have found this maximum for if you don't share it with the team now they're going to make the same mistakes just like my son called me out on me making me giving him the same mistakes. So when I when I what I've learned around like tough lessons or wins or tough lessons is this. I try to succinctly break it down into a maxim or some kind of learning sentence. And I've also learned that the only time I can share a story is when I can laugh about it. Oh, I like that. So if I've lost money, like I remember a time when I lost money. I was really raw. I was raw for like six, seven, eight, nine months. And finally I made a joke about losing money. I was like, "Oh, that's what opened up the thing for me to be like, I'm healed enough to share this, but I still got the lesson." And I would offer that just like you shared the maxim that was really powerful. When someone is at a highest of highs or lowest of lows, there is a learning there. Can you put that learning into language? And life is going to keep serving up the lessons to you until it feels like you learned the lesson. And the way you learn the lesson is you articulate that into a maxim. Now you have that and that becomes your guardrail so you don't your ball doesn't go in the gutter. I always have a smile come to my face when I see there's a new podcast episode of yours that comes up and something I truly appreciate is how you will add and you how you'll define words and for me when you define words such as scale such as growth so it is then able to then fit so nicely into a puzzle piece for me to know what to actually do with it. Exactly. And and and those two words actually, by the way, are the most misused words, right? What is growth? It's intentional improvement of a particular KPI, right? That's all growth is. And what is scale? Formula growth, right? So if you can't grow something, you don't know how to grow it as a formula. And so it's like, I just want to scale these ads. What does that mean? Completely ambiguous. Yeah. And and different people use scale differently than growth. So redefining those words are insanely insanely important. Formulate growth. When you say formulate growth, to me it's a a playbook, a system that I know that I can essentially give to one of my team members that are then able to operate that system for it to be able to hit that metric. Is am I thinking about that correctly? Formulated growth essentially means predictable inputs and predictable outputs. That's all it is. predictable inputs equal predictable outputs. So, but growth most times is messy. You have no idea whether you grew for organic. You have no idea you grew because of paid ads. You have no idea because you grew for referrals. You have no idea how you grew. And so, you're like, "Hey, we're going to grow. We're going to get paid ads to work at a at a at a you know, three rorowaz. Okay, cool. 3x rorowaz. Cool. That is growth. Keep getting there. Keep getting there. Keep getting there. All right. It's stable. Awesome. Now, we feel really good about it. Can we get three XR all the time? Great. Pump as much money as you can out of it because now I know predictable input, predictable output. Scale is is a function of predictability. Growth is a function of brute force. Growth is learning. Scale is proof, right? Because no one can say, oh, I'm when you say I want to grow my business, I'm like, okay, do you want to go customer base? Do you want to go revenue? What is it? I want to grow revenue. Great. How are you going to go revenue? Awesome. We did these eight things to grow revenue. Cool. Did all eight things contribute to that revenue? Yes. That means you have a formula. Now, keep doing this predictable input. So, you get keep getting the growth, right? Okay. Yeah, that makes really good sense because I ended up working on and coming up with like with this flywheel model, which is essentially when somebody said to me, I want to increase profit. Here's the eightstep flywheel that we just continue on and just just awesome. Keep doing that. Predictable input, predictable output. Yeah. scale is just a, you know, forcing function of predictability because once you get there, people say, "Oh, the flywheel works, but like you don't know what's on the flywheel because it's different for you than it is different for me." But once you figure that out, you're like, "Man, I have a predictable formula." Amazing. So, companies do see a a a huge growth curve or a growth curve, which is scale, or they they want to get acquired. They people want to acquire them because they've figured out scale. That's why for most companies it doesn't make like it made sense for you. You sold for different reasons. It makes sense for people. It doesn't most of the time it doesn't make sense for people to sell their business because people want to buy your business when you figured it all out. They never want to buy your business before you figured it all out. Like if someone would buy my business in year two, I'd be like, right? They want to buy your business in year 12 when you figured out all the pain. And which is for them is a buy or build scenario. So when you're thinking to buy a company actually I believe that buying a business is significantly more valuable than selling a business because if you took the history of time you think like think about Alexander the Great did he start a country did he conquer a country like I know it's very crude but he conquered like they think about the British Empire Australia India like they came and put the flag in buying is way easier because you don't have to go through all the pain that an entrepreneur has to go through and you can their predictable machine and pull it into what you're doing. What has to happen for that switch for an entrepreneur? So for me it was I was a coach and then I was a coach running a business. And it was interesting because this thought actually came up when we were walking before and I was like I for me I see the difference between a coach running a coaching business compared to an entrepreneur that runs a coaching business. They're two different things. Kind of like a real estate agent. Yeah. Uh do you mean being the technician or the actual entrepreneur that's got to do with real estate? So when I was thinking about so then postexit then kind of being able to see what happens in the PE world I was like oh this is interesting like they're just thinking about it just different game. Yeah. And it just became very fascinating to me how they were playing that game because then I was like then I was like, "Oh well, oh I should start buying businesses like that." I saw the sense of how it came together for me. How can you help somebody start to realize and go through that evolution and growth as well? Because I feel like when you're able to start at least being multi-perspectal, so I can see things from different perspectives, therefore it gives me greater information, greater knowledge to be able to move from. How do you help someone actually go through that? It's actually really simple. I think the modern world has lied to us. The modern educational system has held us back because it's only shown us one dimension of this framework and that is it has created the ability for you to earn income. It says hey you need to go get a skill and you can trade that skill in the marketplace for income. So income is the lowest level. People think high income is good. I I don't want any income. income is the lowest level. Then the next level up from that is leveraged income where other people are doing things and you're making a profit from it. And once you get there, you start to realize equity. Equity is everything. Equity is ownership because when you have equity like in your house, you don't have to go work. Equity is everything. And that was the original suggestion that my uncle made. Sorry, what's the definition of equity? Equities is the the dollar value of ownership that you have in something in your house in your business etc. And I'll tell you how to get that in a second. So a lot so you know the modern people say hey I'm spending a million dollars a week in ads or I'm making a million dollars a month. I literally don't care for any of that because that is income generated because I'm trading a skill with the marketplace. Or in your case you're just like hey I have a leveraged income. I have the team working. I've set it up and now as they the more work they do, the more money I make. That's a really good thing. But the equity is I own this business and because this business does well, this is what it's worth. So I'll give you the story around this. When we were running our last company, I had no idea how much it was worth. So I said, hm, maybe I'll just soft it. So I put a package together of all our financials and the business strategy, etc., and took the business to market in a informal way. Myself, not with the banker. I said, "Hey, uh, our partners are interested in potentially selling the business for a variety of reasons. Here is our package. Um, in your if you were to buy it, what do you think it would be worth?" And they said, "Hey, Sean, based on what you've shared, I'm making up numbers. Count differently, right? Uh, we would offer you $100 million." I said, "Okay, well, if this would be 100 million and my partners want 150, what do I need to do?" They said, 'Well, if this business had to be worth 150, it needs to have these five things. And I said, "Thank you." Gave it to my COO. That became the five things. Next year went back. Hey, thank you so much for your advice. Based on what you said, we did this. So, you can see our business is scalable to this. Is it worth actually it's worth more than 150, but if you want to get 200, what would it be? Well, you have have these five things that became the playbook for the next year. So, now it didn't matter what income I made. I always knew what my my equity was, what the company was worth. And when you can when you can disassociate income from equity, that's when you start to work for completely different reasons. When you sold the business, you didn't sell it for your income. You sold it because the business was worth something. Because when he bought it, Yeah. he could not recreate that. Yeah. Right. So he chose to Yeah. buy versus build. Yeah. Buy versus If you think about it, what is Elon doing right now? Elon bought Twitter. Elon bought Tesla. Tesla existed before Elon. You know, Elon invested in Gr Solar Solar City. Like Elon has like literally he has a SpaceX. So no one's talking about Elon selling anything. It's buy build buy build. You take the Force 400 list. It is Walton family. Build buy build. Bezos buy build. And people realize that they've given this credence to oh he makes a million dollars a year as a badge of honor. The income should be less relevant. You could do a lot more with a lot more equity. And so the only way you can understand what your equity is worth is if you take a business to market. You're like, if I was going to sell this, what would it be worth? Then you realize, huh, my business is not worth that much. I need to focus on the income because that drives my family. Great. Get your income, get your leverage income. So you know that you're going to cap out on this, but then you take the leverage income and then you buy stuff that has equity. So, if you don't if you're in a business, if you're a coach or a consultant and you're in a business right now that generates a lot of cash flow, but you don't have any equity in it because no one's going to buy it, you should take that and buy real estate. You should take that and buy private equity. You should take that and buy businesses because now you're converting your earned income into passive equity. And so, I my favorite advice to people is earn your income, buy equity. Earn your income, buy equity, earn your income. And you can even buy stocks, whatever. You're buying equity. Is there a minimum percentage where you would be like at least put X percent from income into equity building for you to reach your financial goals? You will reach your financial goals faster if if you can get to the point where a third of your income is going into bu buy buying equity. You're going to crush it because now that grows without you. That's growing in peril. You're growing income. That's growing in peril. You're growing income. That's growing in parallel. You're growing income. And in most countries that's actually tax advantaged. It's passive. It's, you know, you're building on the power of enterprise. Everything is growing. And so, uh, just hoarding income is what I call lazy cash. So, you've got, oh, great, you've got cash in your account. You got $100,000 in your account. It it's doing nothing for you. I always tell people just like every minute in our lives need a job. Every dollar that we have needs a job. And imagine you were paying $1, you had a hundred, you had a,000 people and you paying each person $100. That's $100,000. You walk in the office and you have a thousand people doing nothing. That is your $100,000 sitting in your bank doing nothing. Well, I think about that very much so since building an internal sales team cuz now I'm like there's capacity 10 11 mouths that should be speaking. That's right. To be a But if the lead flow, if the marketing department isn't doing their job and the lead flow isn't there, they're essentially sitting there with twiddling their thumbs. Yeah. The entire goal is to generate active income. take active income to generate either passive income or equity growth. Because if you have active income and you know that active income is going to continue to fund your lifestyle, you can either take the active income and buy something so you get passive income or take the active income in investment in stocks or real estate or companies or whatever that has equity growth. Otherwise, you're not giving your active income a job. And that's why freezing lifestyle is good because there's no other way you will grow. Mhm. Is there a point in which you suggest somebody replaces themselves as CEO? There's very few people that I've met that should be CEOs of companies. Very few. I actually think professional operators are better than founder operators. However, when you start to realize that you are not in your highest and best use, that's just it's very hard. It's very hard to tell. There's no I don't have a formula for it, but if there is another person that can do your job better than you, that's the time to go. And I think that takes a lot of humility to say that. But most people will make more not being the CEO of their company. You know, like if I said to you, your company going to operate great. You're going to make a ton of cash. People are going to be rewarded. Your clients are going to be taken care of. And you don't need to run a dayto-day. after your during your first company, you'd be like, "Wait a minute, that's my but in your second, you're like, I'm happy to do that." And that goes to realizing what is your zone of genius. I call it the zone of genius and the zone of resentment. And the zone of genius is what, you know, Dan Sullivan has a great definition. He says, "What is fascinating and motivating to you?" If it's fascinating and motivating to you that's in your zone of genius, what is that something you're so excited to go back to the computer to do or to draw or to write? If you can do that every single day, that you're in your zone of genius. That's awesome. What is the zone of resentment knowing that you have to do something that you should not be doing and you're like, I know I should not be doing this expense report. I know I should not be doing the sales call. I have the capability for it, but I still I know I should not be doing it. But when you when you feel that way, you get very resentful. So, if you can just minimize your zone of resentment, maximize your zone of genius, you realize that your zone of genius is probably not helping the business grow anymore. Who needs to be in that role? And I will tell you Chris, CEOs and CEOs right now, professional operators are a dime a dozen. They are these young like you know uh senior vice presidents or vice presidents or in large companies that are just yearning for an opportunity to be to have their first operator gig and they would work so hard. You can give them a little equity. You they will take a cut in pay just to get that experience to do that. You you can't do it right away. But when you realize that you're not in your zone of genius anymore, it's time to get an operator. Oh, I think we have some interesting conversations over the next while. I It's interesting what comes up for me because I can see I feel like I've gotten better at knowing who I am and knowing what I'm actually really good at. And then I'm been thinking, is it just a lack of skill that I'm perceiving within myself that could take this to the far reaches of what I'm now seeing that this could really become? uh or is it more of a who not a how? I I'll give you a different example. We talk about Alexander the Great. You know, I actually have been doing a lot of Alexander the Great reading. It's it's amazing if you think about it for somebody who didn't have that much, who just had a vision who conquered the world, right? I don't think it's a skill problem. And the reason I say that is Alexander the Great conquered the world with peasants holding swords. Like he got peasants to hold swords to conquer the world. It is not a skill problem. It is a it is kind of it is a vision problem. It is how can you see something that no one else can see and how can you see it that big that you can get everybody else to come along with you on it. So I don't think it's just seeing it. We also have to turn around and communicate it. We also get have people get excited about it and you start to realize that wait you are getting paid to see something that no one else can see. Not to do something that no one else can do. The job is to see something that no one else can see not to do something that no one else can do. Because when you can see something no one else can do, you can hire somebody to do the thing that no one else can do. Right. That's really good. I have to write that down. But I hope you're writing this down. But I but I think the the power in all of this is in today's world what you can see in just in today's world. I'd say I'd say Chris 10 years ago it was different. In 10 years ago it was what can you do? Can you build the app? Can you build a coaching program? Can you build a sales team? Can you build the funnel? Can you build that? in today's world with you know companies like yours who will come in and like turnkey operations or you have AI that you can write a prompt and it'll just generate the results you have you have who's for everything right now and so if you can see it you can make it so we are only limited by our creativity and our vision right now what's limiting me Um, a lot of time I don't know about you personally, but I I'll say successful entrepreneurs are wired to only take the step when they have full clarity. And I will say a lot of growth personal and business comes from making decisions where you don't have full information. It's like that Indiana Jones where uh it's the the bridge of faith. You got to take the step first for the bridge to appear. Yeah. And and but here's the cool part. It's okay if you fail. It's okay if you fall. It's okay like you pick yourself up. That's why you have fixed lifestyle. Yeah. You know, everything comes back to that. That's why you have a fixed lifestyle. You take more risk. And why does if if you had I'll give you an example. When I was a banker at Goldman Sachs, they always said to me, um, there's this concept of arbitrage. If you can buy potatoes in the US for $2 and you can sell them in Thailand for $3, then there's arbitrage, right? But as soon as the world realizes that, then it's going to be 250 250. It's going to like it going to arbit they call it arbing itself out. Therefore, you don't have perfect information all the time. So, you have to take the risk. So you're like, man, how fast can I buy and sell here to take the risk? It's never perfect and you have to like manage the arbitrage because the world will always come back to the arbitrage. It'll arb itself out. And so I think most entrepreneurs want that perfect vision. I think if you're directionally right, you go. And and it feels flippant to say that, but it's not because the person that says, "Yes, we're going to go like Amazon said we're going to go we're going to do servers and build AWS." AWS is one of Amazon's biggest businesses right now. Like why would a retail company get into the software business, right? But they got in for a very specific reason and it was a you know it was a it was a visionary idea. Building it was not hard. It was making the choice to do that. Do you think the coaching world is arbing itself out? I think the coaching world is arbing itself out because right now hiring a coach to do something without implementation is very hard. I think the coaches that are sideby-side impleers, partners, they do well because they're like, "Hey, I have been there. Let me take you there with me." That's good. I think workshops are really powerful. But straight coaching is the the power in that is if you have a 10-year relationship, I can't rebuild that context with somebody. So, I think folks that have 10-year relationships and coaching clients, like I've had a coach for seven years, she knows everything about me. So, I can go farther with her because she has context, but if I'm starting with somebody new right now, I'm probably just doing a consulting. Like, I I hired Tony Robbins, a speaking coach, for three hours. That was the best three hours. He taught me everything I needed to know and he's like, "See, bro, I'm done." That's all I needed. He gave me everything that I need in a short amount of time. So, I think workshops work really well, but long-term coaching programs without implementation is is going to churn a lot. I agree. Yeah. And I put my money where my mouth is for that as well. Of course. Yeah. Because what what is coaching? Coaching is a performance accelerator. You want a performance accelerator is based on results. If you can't show somebody how to get results, then your coaching is not delivering what it's not delivering if they can. So, you need implementation. So now I have to hold people accountable like so yeah you can get accountability but if I don't want to work with people that need accountability to wake up in the morning. I'm sorry like I that's that's not my jam. What's most fascinating for you now? What when you kick your bed legs out of bed in the morning? What's just lighting you up? I'm amazed at what AI can do. I'm absolutely amazed at what AI can do. I saw a guy on a live. I'll tell you the 10-second story. So, I was um I downloaded this app called Wonder List 10 years ago and I paid like $10 a month for it. It was like a to-do list app. It was bought by Microsoft for $100 million, right? So, 10 years ago, this guy on a YouTube video, we should link it below, takes a screenshot of this app, puts it into Claude, and says, "Build me this app." Yeah. And it builds it live in like a minute and a half. So a screenshot of the app was built by AI in a minute to two minutes. A $100 million app was built. Now the $100 million had users and stuff. I get it. I'm discounting that. But the power of that is I don't think we understand what it can do. Do you think we actually don't understand the use case scenario of it? Absolutely not. Yeah. Yeah. And and that's why I believe that I believe that there's going to be a Chris Dufay AI who's your personal assistant that you should be able to talk in I say in a year or two you're going to just be able to be like hey um can you just email Chiron and set this up and tell him that I'm coming and figure out the dates and buy my tickets and it should know and it should just go and do it because it can mechanically do those things which is really powerful. Now what I'm trying to figure out is how to d how do you use AI to drive human performance because I think it can allow each of us to get in our zone of genius. That is super super important. I'm I'm really excited by that. I'm also I'm also insanely excited by the things that AI doesn't touch. So I'll give you an example. We have we have big investors in what we call multif family which is buying apartments. There's no AI in that world. It is very manual. There's so much things need to get arbitrage out. There's so much like value differential and the human capacity can actually extract value from those things. So the stock market is not a good like you and I can't game the stock market because you have so many bots gaming the stock market but nothing is gaming commercial real estate there. It's such a it's such a uh kind of cottage industry asset class. I think there's money to be made in the extremes now. How can you get something to do with AI to actually build and grow or how can AI not touch anything where you can be like man I'm going to do that because it's not disrupted by any means whatsoever. How do you think we should best think about technology as we move forward? So, for example, we brought someone in uh as like a chief AI officer and essentially their task description was just look through all of our systems starting with our delivery systems and how do you make it faster, easier, and cheaper to get a better result for our partners and just going through that process. But when I was thinking about I was like I don't know what I don't know. And so I wanted to spend that time and money to be able to educate myself up to a level. But I was also then I don't think I have the right framing or kind of lens in which I'm looking at this in the first place. So how do you frame it for yourself? So I didn't know how to do it either. So, um, I committed to myself for the year 2024 that every single night before I go to bed, I watch one AI video. So, I I have a couple of channels and playlists. I watch one AI video, which is like, hey, here in this video, I'm going to show you how to use AI to-do blank. I'm like, great, let me just watch it. Now, it generates possibilities. So, I just watch. So, so this year, I'll end up watching 300 plus AI videos. So, it now allows me to see what is possible. I'm not not that I'm not impressed by it. I'm like, now I'm able to say, "Oh, that can do this. This can do this. this can do this. Now, if I tie it all together, I can have it do that. And that's been insanely powerful for me. So, I would say right now I probably have three four AI agents running in the background right now, just mining data, putting out research, figuring out all the stuff, and it's I've not I've barely started to tap into it. I think it was six years ago you and I first met and did that first interview in San Diego. That's crazy. When I was when I was balling, crying my eyes out. Dude, I I remember was it Craig's event? Yeah, it was Craig's event. Yeah. Yeah. Yeah. So, I tell you what, Shiron, you have been such a blessing in my life since then. I feel emotional thinking about because I genuinely I think about you often in such a positive light and anyone that I get to talk to you about, I'm just like, "Oh my god, let me tell you about Chiron." And I just go for it. You've got to be one of the most humble, genuine, kind, beautiful people that I know. And it was more worth absolutely everything to be able to jump on a plane and come here and have this conversation with you, brother. I appreciate you so deeply. So, a lot of people don't realize how much all of this stuff takes production wise, time-wise, thinking wise, and time together. And we didn't prepare or anything. This was a this was a you recording a conversation, but same same to you. I I loved I've loved seeing you crush it, man. Like you've done what what most people would take a lifetime to do, you've done in the last six years. So really proud of you, buddy. Thank you, brother. I appreciate. Thank you. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications, which was your bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-03-24 Views: 158 Video: https://www.youtube.com/watch?v=xuXqmuWa3Ag Runtime: 10 min 48 sec (2,086 words) The script, as delivered on camera I just got off the call with a new profit partner. He signed a $40,000 contract plus 15% profit share scaling to 30% for me to come in and grow his business. Now, while some people might think it's filled with hubris and insensitivity share numbers in a public video, all the growth start with the utmost transparency and telling the truth. Great entrepreneurs appreciate the warmth and transparency. So, let's call him coach Jay as I keep my clients private for NDA reasons and for their competitive market advantage. So, coach Jay runs a consulting business in the automotive industry. He's a smart guy. He's been in the industry for years and he was completely burnt out from trying to figure everything out, especially this whole scaling thing. And so, he's been through the ringer before. He's had business coaches who charge premium prices for group coaching. He's been burnt by agencies. He spent over 30,000 in his hard-earned cash for dud leads. And by the time he found me, the man was cooked. He was almost cynical. And he said to me, "Chris, I've heard this all before. What makes you different?" And I didn't pitch [music] him. I just told him a little story and it was how after I sold my last coaching business, I started from zero and I was able to get to a million-dollar run rate in just 63 days with no ads, no big [music] team, no complicated funnels, which is one simple system with three tactics. And when I finished that, he asked one question to me, "When can we start?" Now, everyone said to me, "You can't sell a coaching business." And it was when I closed that final Zoom call on my coaching business, I was 100% out. Money in the bank, nothing on my calendar and Slack was dead silent. And then I walked to a beach club in Bali, ordered a sparkling water, sat there with my wife watching the waves and this was supposed to be the moment. This was supposed to be all it. And there was the exhale, the whole "Oh, I made it" feeling. 30 minutes later, I was bored out of my mind and I knew what I wanted to do next. So, I opened my laptop and started the next business. [music] But what came up for me was fear cuz a part of me wondered if I'd gotten lucky the first time around, maybe I actually wasn't that good at this. Maybe it was a fluke. And starting from zero would actually answer that question really fast. But then I had one thought that kept running through my head. And that was, what if I built the most profitable, lowest stress business I could and to prove that this [music] wasn't a fluke. And so, 63 days later, I got to a million-dollar run rate. Day one I started business. Day three I had a simple funnel built. It was only three pages and one 10-minute video [music] I shot off my iPhone and had 21 qualified calls booked. Day 30 was $47,000 sold from this one campaign. [music] Day 63 was an $83,000 monthly recurring run rate. Million-dollar a year run rate from zero ads, zero team, and just one funnel with three tactics. [music] And I want to walk you through that right now. Because tactic number one, which is the 30-day fast cash campaign. This is what we use inside of our Rainmakers clients when they first join because I got asked so many times from coaches over the years being like, "Chris, I want cash and clients like today." And I felt after so many times of asking it, seriously, I felt like they were just asking it for really quick. So, when they went to a coach or consultant who wanted to build a bunch of magic tricks, these magic tricks were the highest converting post by far. Campaign offers that would be able to get cash really quickly because everything I share here is small business owners who are just like me. Because and to prove that you don't need a big following, we were able to have one client get 101 clients for in only 600 followers. So, the 30-day cash campaign is what wakes these people that know who you are up. And it was sent one email which took about 11 minutes to write. The subject line was quick question. I got 47 replies in 24 hours, booked nine calls. It was a good start, but I know I needed more. The second tactic is what we use today and really refined, which is the DTO funnel. So, I needed a system to scale without sucking my time. I don't enjoy being in the DMs. I couldn't be bothered to put together a challenge or a workshop. I didn't want some Frankenstein funnel with 14 pages, hour-long webinars, 47 email sequences. So, I built what I now [music] call the DTO funnel, the direct-to-offer. Three pages, one 10-minute video, and that's it. And the reason why I think it actually works so well is cuz people tune out pretty quickly. Who wants to sit on a 90-minute webinar? Or most likely, if they are watching something that long, they're scrolling through Instagram and they're not even listening to. A 10-minute video respects their time and gives them only what they need. And I shot mine in one take. I didn't even edit it. Didn't even brush my hair. By day 30, those 21 qualified calls, by day 63, there was the engine behind that 83,000 a month recurring revenue. And the best part, people showed up to the sales conversations pre-sold. Calls went from hour-long pitches to easy 15-20 minute conversations. Because when I had tactic one and tactic two together, when I was actually on the sales conversations, and I got to give my big thanks [music] to Todd Herman cuz he taught me this years ago, and it's what is the referral rate close. [music] And this one tactic was able to add hundreds [snorts] of thousands of dollars to multiple businesses of mine [music] over the last couple of years. And I remember the day Todd said this to me, and I remember thinking, "That's too simple to work, Todd." Then I tried it on my next call, and then the next one, and then every call after that, and it's been working absolutely gangbusters. I want you to be able to use this cuz [music] sometimes the best stuff sounds almost stupidly obvious, and this is one of those things. [music] So, Todd, thank you. If you've made it this far, seriously, thank you. I appreciate you being here, but real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe. Because everything I share here is built for founders just like you. Because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. So, you're near the end of a sales call, instead of stating your fee, [music] you ask, "Do you want market rate or referral rate?" And what do you think they're going to say? They're going to go, "What's referral rate?" Market rate is whatever your full price is. Referral rate is whatever the discounted price is, but you agree to introduce me to one person in the next [music] 30 days who could benefit. Just an intro. Do that, keep the discount, don't pay the difference. Fair?" 80% choose referral rate. Then they actively look for people to introduce you to. Not because you begged, because they made a commitment. It's a win-win-win. And this is how it compounds. Because Sarah, an example, chose the referral rate at $12,000. They introduced me to Marcus. Marcus signed at $18,000, chose a referral rate, and introduced me to two people. One client became a $25,000 client. $70,000 from one referral question just in those few steps. Within 63 days, those clients were then filling my pipeline. Listen to that again. Clients were now the ones who were filling the sales pipeline. Now, the reason why I think these work when everything else doesn't is because you've probably tried what the gurus preach. To post daily, nurture for months, run webinars, have complex funnels, spend tons on ads. But from what I've learned from selling stuff online since 2013 was simple scales, complex breaks. You don't need 47 tactics. You need a good couple of tactics. Fast cash campaign for immediate [music] revenue, a DTO funnel for predictable calls, and a referral rate close for compounding growth. That's it. Because that's what I'm building for Coach J. Because I said to him, "I'm not teaching you stuff and hoping you figure it out. I'm installing the system and running it for you." And that means I built his DTO funnel, I deployed the fast cash campaign, I built and trained the sales team around using the referral rate close, and I run his marketing machine. His job is only two things: shoot a minimal amount of content and coach his client. That is. He focuses on his zone of genius and I can handle the growth. Because from 63 days from now, you could still be stuck posting content nobody sees, trying another strategy that doesn't work, [music] carrying everything on your back, wondering if this was all a mistake. Or a system that runs without you, clients on autopilot, revenue that you can actually [music] predict, and time for the life that you started this whole business for in the first [music] place. Same 63 days, different outcome. So, if you want to see how this entire system can be used and built and installed and running inside of your business, I'll pop a link somewhere around this video for you to go book in a demo, see for your very own eyes how the entire engine can be built so easily and running inside of your business, and either, worst-case scenario, just run with the free strategy and do it yourself, or best-case scenario, we install it for you and then it's good and running. [music] Because here's what I wish someone told me years ago. You didn't start this business to become a full-time marketer. You didn't start it to post content every single day, obsess over algorithms, or spend your nights wondering which strategy is finally going to work. You started it for freedom. Freedom [music] to do the work that matters, freedom to help people transform, freedom to build a life on your terms. And somewhere along the way, that got buried under a pile of tactics and a pile of strategies, and really, you should be doing this advice from a bunch of people who have never built what it is that you're trying to build. But, the path to freedom is not more complexity. At least take this away from this video. It's simplicity. One funnel that works, a few [music] tactics that compound with each other. A system that runs while you're not having to white knuckle [music] it every single day. That is it. Because I watch coaches go from burnt out and confused to taking month-long holidays while their business grows without them. The choice [music] is absolutely yours what you want to do with it. All right, that's it for today and if this did hit home for you today and if you are building a business that's meant [music] to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Prove it to your bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. Appreciate you watching and I'll see you in the next episode. I want you now.
Client: Chris Dufey Format: Long form Published: 2026-02-11 Views: 152 Video: https://www.youtube.com/watch?v=Mgu6XmislGQ Runtime: 25 min 52 sec (4,995 words) The script, as delivered on camera How do I plan to generate over $4 million a year while working just 4 hours a day, 4 days a week, and only doing the work that I love? In this episode, I'm going to be breaking down exactly how I plan to achieve that over the next year. But more importantly, I'm sharing this to help you so you can ask the right questions and understand the strategic thinking, the planning, and the execution needed so that you are able to earn the money that you want and really be able to build a business that you're excited to wake up to every day. This is where I want to be able to pull back the curtain because I know there's value in seeing someone else's thought process because many entrepreneurs, especially coaches, are finding themselves not meeting profit targets, feeling stressed, and frankly, they're just not enjoying their business, and they're feeling trapped. Because I know this because that was me. Since selling my last coaching company, I was over a bit over a year ago, I've logged over 220 hours of private consulting with business owners that are at the six, seven, and 8 figure levels. Now, they came to me not just for growth strategies, but really also for the solutions of the fundamental issues that they're having in their businesses. And right now, we're wrapping up our first quarter with my new company, The Rain Makers. And we've already increased our monthly recurring revenue, our MRR, to over $200,000 a month without us spending a dime on paid ads. Uh, and being able to keep really high profit margins. Actually, I'm pretty sure the ads turn on this week, which you might be seeing. So, if we're just meeting for the first time, hi, I'm Chris Dufay. I sold my last multi-million dollar coaching business a little over a year ago, but after selling that, I dedicated myself to really wanting to become one of the world's best at growing coaching businesses, which meant a year of high-end consulting to make sure I could actually put the reps under my belt and refine my skills because I was adamant about not wanting to coach or teach business building. I wanted to be hands-on in the trenches, actively building businesses. And that's when I spotted a massive gap in the market, which is the genesis of what became the rain makers in this business that I'm talking to you today about. Because there are many coaching and information business owners that are exceptional at what they do. This is probably you. You're a true expert, but they lack the necessary marketing and sales skills to actually scale their businesses effectively. So, how the hell do I plan on being able to profit $4 million a year with the work constraints and boundaries that I set? Because I want to be able to I I enjoy business. I really do enjoy it. It's fantastic. But I also I'm a father of four daughters. Uh I have an amazing wife that I want to be able to spend time with. I have friends that I want to be able to spend time with. I want to be able to take care of my health. And I'm interested in doing other stuff outside of business as well. I'm not a dude that just wants to be in business 24/7. That's not me. So, I want to be able to have a good harmony between building business, earning them the money that I want, and also enjoying life at the same time as well. Because especially with my daughters, their age between two and 10 right now, I want to be able to maximize my time that I have with them as well. I don't want to miss out on these moments because I'm trying to build a business, earn more money, and do all of that stuff. I'm not going to make that compromise. I'm not going to make the compromise on my health and fitness. I'm not going to make that compromise with my marriage. I'm not going to make that compromise with my friends. I'm not going to make that compromise with my mental health and well-being as well. So, with that context in place, because it's important to understand when you look at somebody else and their plan and what they're building, you've got to be able to contextualize it in what's going to actually best fit for you. So, for me, it's the case of $4 million a year profit, but working 4 days a week, 4 hours a day as well. That's kind of like the boundaries that we're setting. And continuing on with the theme of fours, there's four key things that I want to be able to walk you through in this episode. There's four key things. When I first sat down with a blank piece of paper and a pen and me saying, "This is my goal. This is what I'm going to achieve this year. How am I going to achieve it?" There are four key categories. One is going to be the math. What's the actual math? uh in the back of the napkin it actually makes sense of I know exactly how many leads to how many sales to what we're selling to what the price points are to what the profit margins are inside of the business so it actually profits what I want at the end of the day then there is the acquisition side of the business which is a case of well what am I actually going to be doing to actually acquire clients how do I get people that don't know me to know me in the business how do I then actually set up the sales process to be able to turn those client uh turn those prospects into clients and to be able to give them an exceptional experience and service so they stay on board for the long term because we're based on performance as well inside of the rain makers. Uh the third part is going to be the delivery. How do we actually deliver what it is that we do to make sure that we are giving exceptional experience and service to everybody that's coming on board. And then there's the fourth part which is the operational and team as well. When I sold my last coaching company, uh I said to myself, I do not want to build the next business that has a big team. I want to be able to keep a small team. Uh and I kind of like jokingly say with the team that we've got now, it's only we're a team of five, uh it feels like we're just like the expendables. Do you like we're this crap team of uh dudes that all look super average uh with facial hair uh tats and like to lift heavy stuff and train martial arts. It's hilarious, but we're really goddamn good at what we do. So, for me, these four key areas uh are super important. So, let's start with the acquisition side of stuff. Let's start with how do I actually get somebody that doesn't know me to know me in my thought process behind creating a system that's already working tremendously well. And so for me personally, I thrive on writing because it sharpens my thinking. And interestingly, only about 30 to 40% of my writing is business related. The rest focus on me living my best life. And this also comes to I'm going to be going on tangents here because there's a lot of stuff that I want to make sure that you pick up that I'm putting down. And that's going to be a case of for me I write because it sharpens my thinking. It makes me better. It doesn't mean you need to write. This is me saying it. So that's why I'm saying what I'm doing, but why I'm doing it. And when it comes to content creation, uh I want to solve the problems in my life. How do I live my best life? So that comes to I produce content. I talk about things. I write about things that is to do with parenting, to do with marriage, to do with sex, to do with health and fitness, to do with the things that I key to my values and virtues of life. So I see content creation a bit like a waterfall. And at the top, this is where my essays are. And I'll be dedicating an episode soon just to discussing the best content systems for client acquisition, which is a great reason why for you to subscribe if you haven't already. Uh, but also I view my essays primarily as a lead nurturing tool as well. Uh, my essays aren't thing that I expect to be able to get people that don't know me to know me about. There's like the people that are already in the ecosystem. I want them to be able to consume that stuff and they're going to get the best value out of it. Uh, and the kickstart of it all is it works because I begin with a topic or a question that's personally challenging me and over a course of a week I delve deep into it, researching it, structuring my thoughts into an essay that is not only helping me solve my personal dilemmas, but also sharpens the content that is what you're going to find on say chrisdufay.com. From there, I expand that essay into a YouTube video that then is also into a podcast as well. So half of my content involves me interviewing top experts or addressing personal challenges and solutions. Uh and the other half is me kind of like what I'm doing right now in is this episode. I call this a talking head episode where I'm really outlaying in detail a solution to a key problem. Now I'm also experimenting with a new content method offering free consultations to business owners. Uh, and this is really where I wanted to show a behindthescenes look into how I actually tackle real world business growth. And what's amazing is there's an episode about to come out really soon of a consultation that I did with a coach called Jacob. And I just got a message from him yesterday that was actually him adding $240,000 of profit just from that one consultation that we did. So, another reason to subscribe cuz you're definitely not going to want to miss out on that stuff. So, then it goes into the podcast, which is obviously you can listen to all of everything that's happening that is on the YouTube as well. There is no difference between the YouTube and the podcast if I could be perfectly honest. I'm not going to produce specific content for YouTube that is not going to go on the podcast and vice versa. Uh, then there's Instagram. And here, this is kind of like my short form content. It's the daily bite-size insights where I distill complex information into something quick and easy to digest because creating these snippets forces me to actually thoroughly understand the topic and succinctly communicate that solution as well. So there's the content that comes through that we've covered so far from essays, YouTube, podcast, Instagram. Uh but then there's advertising as well. Now, we're just turning on the ads, which are going to be Facebook, Instagram, and YouTube ads. These platforms are segmented into three key areas, which I don't have time to go into today, but I will definitely do an episode intricately going through the actual advertising system to be able to get leads and to be able to put them into a sales process and to ensure that you have the highest uptake and conversions through that sales process as well. If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. So for me, there's lead generation, which we've just covered. Then there's lead nurture. And this process is critical because this is how we build relationships, stay relevant, and remain top of mind. And it's about making enough of a connection that when it comes time to sell, then the relationship's already there. So we achieve this through two primary ways, uh, which is going to be number one, emails. And so if you're not already on the email VIP list, you're truly missing out. This is where I share the creme de la creme of what I've really been discussing. It's a gateway to accessing the full spectrum of my insights. Plus, you're going to be able to get like exclusive deals, the offers through the emails that usually get snapped up in the actual VIP email list before it ever goes public. And also, you'll get access and updated with everything else that's coming out. So there's emails for lead nurture, but then I also do workshops. So every month I do live workshops where I'm going to be specifically diving into a strategy, a campaign, a funnel designed specifically to scale a coaching business. These sessions are primarily for the members of the rain makers community, but I also offer a limited number of t tickets. Typically, I actually sell these tickets just for a hundred bucks, which allows anyone interested to actually access the valuable workshop, but it's at a nominal fee. So, really, this is what I'm doing is I'm already delivering this workshop for my rain maker circle community. I'm already doing it no matter what, but I'm opening up a select number of small spots for people to be able to buy to then come into the workshop to get a feel for it, to see it, to taste it. so that then they can make a decision of, oh, of course, this is a no-brainer for me now to make this rain makers community because they've seen behind the scenes of it because I believe that one of the best ways to get someone to know that you can help them is to actually help them in the first place. So, it's not all about making money, but instead it's about ensuring that participants are truly invested in not just looking for the freebies as well. Okay. So there's the lead generation, there is the lead nurture through emails and the workshops and then there is the conversions and this is the third pillar uh among our five systems that will be really making sales. So we utilize three main mechanisms. One I've already talked about the workshops as mentioned. These are the powerful learning tools and engagement tools. Then we have one-on-one demo calls. These are personalized demo calls for potential partners. Okay. Now, I'll go into the math of what it is, but there's really just two main sides of what it is that we do and what we sell as a part of Raid Makers. The demo calls are just for potential partners. This is where really it's it's a true application process. Somebody has to register their interest. They put an application forward. This isn't like a typical application funnel that is you'll see uh it's kind of like apply you answer some questions then you choose a time for a call then you go into a sales call and then you get pitched do I mean a thing we don't do that it's an application we review it we actually review every application each week then if you go past the application and you're accepted then uh our team member James will actually reach out then be able to book in a call so that you can go through everything that you genuinely need to so that we can make sure that we add value to the business. And this call is really designed to answer all the questions and to outline what a tailored game plan is really going to be as well. So there is the workshops, there is the uh demo calls for partners and then there is the actual sales page and Google doc that we use that is to sell into the rain makers community. Now, the page makes it super clear why our community is unparalleled, offering exceptional value for making a really minimal investment. I specifically chose a really low ball number, but I still needed skin in the game. I truly believe when one when somebody has skin in the game, that is when they're actually going to apply and use it. Because if I'm just putting out this m So, okay, let me backtrack one second. The rain makers community is really for coaches that want to get to $100,000 per month. They want to be able to see the lead generation and the sales systems. This is literally everything that we're using with our partners and being able to have these systems built that is scaling seven and eight figure coaching businesses. We're taking those playbooks, those systems, those winning campaigns, those winning funnels, all of the best social media posts that are working and we're literally putting it inside of the rain makers community. and you get it for like $100 a week. Uh, and if it's more than $100 a week and you're watching this, it's because I've increased the price and you missed out on that as well. So, if you see it for $100 a week, snap it up now cuz the prices will be going up. So, the community is sold through a sales page or a Google doc because it is a nominal fee. I don't need to waste somebody's time on getting on a call for that either. Now, let's talk about the key two offers that this is to make sure the math works out. So, we've talked about the acquisition, the lead generation, the lead nurture, the sales, but then let's talk about, okay, what is it that we're actually selling? I wanted to make this as easy and as clean as possible because there was two parts to it. There is the Ray Makers community which is starting at $100 a week and this is the perfect option for coaches that want to be able to have everything needed to be able to get new clients that want to scale to $100,000 per month. At that point we have our partner portfolio. Now, the actual retainer to start on currently is $65,000 per month. And it goes up and it goes into a profit share after that because it's performance-based because we handle the strategy, the lead generation, the conversions to drive profits, increasing value, uh, lifetime value of clients. Our approach is really straightforward that we maintain a limited roster of partners to ensure that we have a personalized attention. So when it comes to the partners, we actually have a ceiling that we have consciously chosen that we don't want to work with more partners. We could if we wanted to earn more money, but we sat down and we said we know that we can hit our economic our money goals, which for me was I want to profit $4 million a year. So I know with the partners, with the community, with the sales targets, and even choosing a cap at how many people that we allow in so there's two types of caps that we have. there is a cap of how many partners and community members we let on board each month. Okay? So, we can't have and we don't have a big influx on either of those two offers in a month. We actually keep it very small because we find it very important to be able to onramp each partner and community member properly so they get the best results as well. Then we have a cap of how many people there are actually as partners also. So, we specifically chose those ceilings because we don't want to have to work more because I want to be able to enjoy the time with my family, with my friends, with myself, and doing other stuff also. So, as you develop your business, which is the whole point of why I'm wanting to share this episode with you, as you develop your plan and where it is that you want to go, make sure that you are synergizing and finding harmony between you can ensure to earn the money that you want doing the work that you want and the amount of work that you want to be doing as well. And it's all being able to fit in together. Now, additionally, we keep our partnerships confidential to provide our clients with a competitive edge. Now, unlike typical coaching programs, the rain makers community grants access to the entire suite of the marketing materials, the strategies, allowing all of the members to directly be able to integrate those proven techniques into their own businesses. So, it's your like private access to a vault of the tested most successful marketing assets between it. So, that's where we've differentiated the two offers. And this is again, I'm teach I'm showing you what I'm doing, but I'm trying to teach you what I'm doing. So, I'm giving a fish and teaching a fish. I've designed it for two different offers, really clear. If you're under $100,000 a month, the community is probably a really good option. If you want to continue to scale to multi7 to eight figures, then it's the partners. And so, it makes it really simple to choose which one it is that you want to be able to dive into. All right, speaking of diving into uh let's dive into what I call like the back of the napkin math, the economic model behind our strategy. So, we've set the clea limit to how many partners that we work with. Uh the cap's not arbitrary. It's based on actually our performance metrics and our capacity to deliver the outstanding results. So, we maintain a close eye on the contribution of each partner since our compensation is actually directly tied to their success. For the community, I've set the price point deliberately low to make it a no-brainer to join. However, it's not so low that it's equated with lesser quality membership sites. Really importantly, with what I've done here, or I think I've tried to do here, we offer our best intellectual property, our best IP, including those campaigns, the funnels, the strategies, all that jazz to ensure that the members are actually committed enough to be able to use and achieve and get the outcome acquired. So, we intentionally limit the number of people who can join us. And this can seem counterintuitive, but it means we're sacrificing short-term revenue because it allows us to properly onboard new members, ensuring they achieve the best results. So, it's a hightouch approach, but my thesis or my philosophy or my experiment really is and something I might regret. I might do an episode later and go, "Hey, I totally regret this. I did the wrong thing." and again why I want to be sharing what's best working but I want to be more deliberate with my approach. So I'm sacrificing shortterm uh rapid growth and profits for longerterm success because ultimately what I'm optimizing for is peace. What I'm optimizing for is to sleep better at night knowing that we have a methodical process to guarantee greater results. So, when it comes to building my businesses and me assisting in growing other people's businesses, here are the key questions I ask, and I encourage you to be able to answer them right now. One, how much profit do you aim to make? Two, how much tax are you going to be paying? And what's your tax setup so that you know your actual profit? Uh, then it is what should your profit margin and operating expenses look like. Then it is what is your cost per acquisition and marketing expenses. Then it's going to be what is your lead flow and conversion rates that are necessary to make sure that you keep your acquisition costs viable. These are the questions that need to be answered and they're not doesn't need to be overly complex either but answering them provides a really clear framework that makes it easier to be able to operate and guide a business towards growth. This is where when I look at these numbers, I can pinpoint the constraint of where the business is. And that's why I can grow businesses faster because I know the exact problem. Once I solve that problem, I install a playbook. I uh install a system. I put the right team members on board. Then that problem is no longer a problem. It grows quickly and we move on to the next problem and we rinse and repeat through the process. So, as we wrap up this episode, I want you to be able to feel empowered to take control of your business and your life because my journey from being a super stressed entrepreneur to a successful business strategist, it wasn't easy, but it's been incredibly rewarding. And it's I just believe if a meatthead like me can do this, dude, you're good to go. You've got this. But I want you to remember, it's not just about making money. It's about creating a life that fulfills you every single day. Stay true to that. Stay true. Yes, there are going to be hard seasons. There are going to be hard days. There is going to be that you're going to go through for sure. I'm not saying that you should avoid that. I'm saying you should embrace that. But I want you to be able to build a business that is actually going to give you a fulfilling life as well. Because part of my parting advice with this episode, why I wanted to kind of like open the kimono and share this with you is I want you to start small. I want you to think big and I want you to act fast. I want you to be able to learn from every step that you take and I don't want you to shy away from being able to pivot when necessary because most importantly, I want you to keep your core values and your vision at the forefront of everything that you do. This alignment is crucial for sustainable success and personal satisfaction because every time I've gone astray from that, shit's hit the fan and it's not been fun. So, it's why I want you to envision your ideal life and then reverse engineer it from there just like I did sitting down with a blank piece of paper knowing the new company that I wanted to start and being able to get to this point already. I want you to deter determine how much you need to earn, what kind of work that you want to do, and how you want your days to actually look because from there, you can construct a business and a business model that not only meets your financial goals, but also fits the your lifestyle as well. So, I really appreciate you being able to stick with me in this episode. I hope this is really been useful and valuable. Please let me know in the YouTube comments or hit me up on Instagram DMs. Uh if it hasn't been useful or if there's things that have been missed or things you want more of, please tell me. Please let me know. Uh even if you haven't subscribed, do so because it' be a bummer if you missed out on everything to come because I want to make sure that all of these episodes are to come are actually answering the problems you have as well. And most importantly, so I can give you the most amount of help. so I can give you the answers from what I know to make sure that you avoid the mistakes that I've made and for you to learn the lessons that I've already been able to pick up as well. I think that is the best way that I could possibly be able to help you. So, I appreciate your time and attention. I'm looking forward to seeing you in the next episode. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications with your bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-02-04 Views: 140 Video: https://www.youtube.com/watch?v=1cfAOnGlKHA Runtime: 50 min 1 sec (9,404 words) The script, as delivered on camera It's not culturally acceptable to go, I'm inside a multi-million dollar business that and I'm miserable and I hate it. Yeah. Because everyone goes, oh yeah, poor you. Cry me a river. Yeah. So, it is not acceptable to do that. But I'm telling people it it's acceptable to do that. Yes. That there are people out there who understand exactly where you are right now and it is allowed to say you're dissatisfied because culturally it's not. Yeah. Can't come on and go, I make a million dollars and I'm crying myself to sleep every night. Right. Don't clip that and take it out. That's that's the idea for the whole episode. That's the That's the beginning bit. So, the only reason why we're here right now is because I couldn't make our bro date coffee on Wednesday morning and I had the studio booked to shoot Friday morning and I just wanted an excuse for us to hang out. So, essentially, things have escalated quite a lot and I still don't have a coffee. going water. Thank you. Sorry, there's not enough caffeine in this water. Uh before we hit record, we're talking about something that is quite salient for both of us and something is quite prevalent in the coaching world, which is uh the sword that lacks the P word. Mh. Um you did a post yesterday. Let's start with that. You did a post yesterday. Let's look at the repercussions that come from that and let's peel that back. Yeah. I said, you know, people would be shocked. I said, y'all will be shocked cuz, you know, my southern draw is uh is always on point. I said, people would be shocked about how little profit some of the people that I hold on pedestals actually make and it's kind of the dirty secret of the coaching and consulting and infospace because I think a lot of people are in communities and going look at that guy, look at that guy, look at that girl, etc. But the the unspoken thing is like how much are they taking home? M and you and I are both privileged to lots of private conversations and like the transparency of people who have got to a certain level, you know, many times in the millions and the reality for the majority is pretty brutal because they've scaled the team, the costs, they've scaled themselves out of the some of the magic that maybe got them to a million. You know, they were the face of it and they were the the engine behind it, the thing that people invested in. and they're they're taking in many cases they're taking home less than they were when they were on their own or with you know a couple of people and it's not spoken about and it's a reality and it and and it's a stark reality because lots of people feel trapped inside high cost spaces and responsible to a group of people that they're you know putting food on the table for. So if I was to try and lay out some an agenda for today's session good luck there is scale and where does scaling go wrong? there is profit. Where does profit go wrong and why people aren't thinking about that and they keep talking to mean revenue and not what I care about and what I think you care about as well is actually what we putting in our back pocket at the end of the day. There is also why the I think a deeper reasoning why when we peel that onion as to why those problems are happening which I think I'll call out now from what I see which is a case of they don't actually like their business. Yeah. Then there is well let's start well let's start with those three because also I did an interview with Angela Lauria talking exactly about this how she massively downscaled her business and had amazing profit with so much less complexity and so much less problems and I was like this is so a lot more and because she's closer to her craft fun exactly right. So when it comes to coaches wanting to scale, what do you think are the problems that are the kind of like unspoken truths? Well, firstly, the catalyst for scale is that in the coaching and consulting space, you operate with very very high margins. So the typical story is someone's at 30K a month and then they're like, I need to scale. and they get told that they need to hire a set, hire a closer, hire a team, hire a coach. Then you need assistance to assist the assistants, etc., etc. And they build an a 100k a month infrastructure on 30k revenue with the I can expand and I can expand into that. But the catalyst of that is very high margins because of that 30k if they're on their own, they're probably taking home 80 to 90% of it. they should be, you know, unless they've got a very high ad cost or or some of those components. So, the catalyst, the first thing is the high margins give you a longer hiding time behind that because you can still take home healthy profits along the way as you scale it. Whereas traditional businesses and other businesses that operate on singledigit percentage margins, those the symptomatic raising of cost comes much earlier. M so it means that people can go a lot longer supporting team supporting cost and supporting infrastructure and that factor is hidden for a lot longer and then then it's much more embedded because if it's much harder to get rid of a team member after 6 months than it is after 6 days isn't it just emotionally and practically on the human level totally so the catalyst is high margins and then that factor of I'm going to expand into this but two things happen they scale the costs but they also scale themselves away from the thing that was that got them there in the first place. They were writing the copy. They were chatting to people. They were doing the sales calls. They were coaching. People were turning up for them. They'd invested in that person, that coach, that consultant. And they start to peel back and rightly put their team there. So you've got a dual factor of rising costs but also a a lag factor that pulls down which is you've scaled yourself out of the the face of the magic. So if I may what I see as well is a case of I think one of the root causes is they have built a business in a model that actually doesn't suit them and what they want and how they want to operate. So therefore they're following this kind of traditional scale with oh these are the team members I need to do and they might look at say a future org chart and say oh like I need an org chart that is like uh let's say a 250 a month kind of org chart I mean but they're doing let's say 100 a month and they're like oh I want to get to there so therefore I need all of these team members now then they've peeled themselves back and they've put this team in place one I don't think they've actually developed themselves and their skill sets to lead the team in the first place. Very true. So, like I said before and it's just from the amount of hours I've spent this year, you know, I mean doing all the conversations that that if I start having a tick, my heart goes out to you, you miserable millionaire. So the way so the way I've worded it is uh many cases someone has B-level team with C-level systems and they're expecting an Aclass result and them not wanting to do anything as well. Yeah. Because they're kind of like there you go have at it. I'm not I'm off now. Do you know what I mean? And now they're too far away to actually know what the problem is as well. So the team is going to be miscommunicating and misassessing what the problem is. So now the wrong things are getting done in the wrong order and it's an absolute cluster [ __ ] Yeah. And so so I'll tell you a story. 2018 was rocking along nicely at just over 100k a month. It was me, my sister who was on the phone selling who was paid extremely well. Uh and Alex and Nidia, the assistants have been with me for, you know, over a decade. And um it's like coach mentors you got to scale man you got to scale got to scale the infrastructure so across five months I hired five people you know to do content and funnels and marketing and those and those things and then it was the creep of the rising costs but then revenue was staying the same because I'd taken my hands off things. So there was no growth because I spent all the time trying to embed people in rather than looking at the market and saying okay how do we actually how do we actually grow you know as the leader I need to decide that but I was I was then working in the business you know and this is someone who' run big teams I run teams of 22 but I took for granted the infrastructure around me that better those people in the business culture and those than those pieces we had had an HR department had you know managers and these people and Then it was me in the business but in the business on technical things of getting staff doing things and making sure that I wasn't undermining them. Yes. And then in the not on the business where I was in and on before and after that and then the doom loop of short-term decision-m comes in. Well, I have to grow cuz I I want more profit because I know what good profit feels like because I I know what lean looks like. And then it's like, oh, then it infects the product. Oh, we're gonna do this, so we can do this over this 30-day period. And then I started launching things. And then I started tinkering. And then I started changing. And then short-term revenue spiked. And then it went backwards. And I was like, so I'm making less revenue now. I've got way more costs and I'm working twice as much. And luckily I pulled out of that you know but it sent me back 2 years you know that five or six month period set me back 2 years because I had a glaring hole in my skill set but also I was like I did the thing that everybody told me to do and that the thing that I'm supposed to do and it didn't work and so it knocked my confidence too of like am I really the leader I hold myself up to be and you know nowadays it's me and Alex, you know, and we run lean and clients get me and Alex does the stuff that I can't do. I don't want to do technical pieces and that, you know, and so I could learn those skill sets. I could go back to there and I there's a couple of projects I'm looking at that I will need to hire something and I will need to put infrastructure in place, but I'll do it in the right way. And I and I've seen that cycle for lots of people. They build they build the infrastructure. They build the costs. Then they take their hands off the the front of house stuff. They take their hands off the magic and then they go start going backwards or even worse they stagnate for long enough and then they keep supporting people for two years. And so it's super common and I think the skill sets that you can't see are the hardest ones to kind of admit that you kind of don't have. And the reality is that my observation in coaching and consulting, the people who are most successful are the practitioners that they got their hands on something, they grew a a personal training business, they grew a physiootherapy business, they grew a, you know, whatever it may be, and they become they get the bug that we all bit us of helping other people with the knowledge that we've, you know, hard one. So they're practitioners and technicians who are then expected to be managers and and CEOs, which is an attractive title to put I'm a CEO, you know, run stuff. And then all of a sudden you're, you know, you're in the nosebleleeds because you're in skill sets, you're in territory that you just you haven't enhanced before and but the everything feels like it's on the line because you're in the middle of it. What do you think's the narrative that you want it to be? like if we were to like help drive a narrative from here moving forward that's positive and actually helps coaches and consultants build the thing that they really pointed out all the problems so far. Yeah. No, no, but I think that's important like because I find it interesting as well when I think about this now and so we're in two different models of what it is that we do. Mhm. Uh, I know my knowing from the numbers of the past month, I'm at a 98% profit margin right now. And but I don't recommend people do my model where I think it's actually different for yourself because the model that you've created is something that you can show and teach other people to do really effectively and really well as well. And your profit margins are the same. Exactly. Do you know what I mean? So, we've been able to do extremely high profit margins at different models that they're also parallel at the same time. How do you want to kind of infect the viewer with the right idea so that this can fester into them doing the right thing? Like I'm I'm almost almost like how do we incept them to kind of like unlearn the things they need to learn? I was thinking about this. It's like, you know, when you learn to speed read, to learn to speed read, you first need to unlearn the skill of reading left to right. If you're in an English- speakaking language, you need to unlearn the uh vocalization inside of your head of it as well. So, you need to unlearn a bunch of different skills to then be able to have this other skill set. So I'm almost like all right now what is the things that you think the viewer needs to unlearn so that we can actually replace it with the right thing. Yeah. I always look at the entertainment business and it seems like a weird parallel but I always look at the piece that what's the what's the thing that only you can do because if you look at the entertainment business the person on the stage the whole infrastructure is set up to put them on the stage. And we're lucky enough to be great friends with some some of the best in the world at particular stages whether it's in their in their niche or in their category or just in the in terms of their skill sets. You know, few people come to mind. So I see it more as like what's the how does the entertainment business do it? They have infrastructure that puts the person on the stage because what happens what happens is that you're on the stage of you know performative internet art, right? let's call it that performative internet art and um you're there on the stage and everything kind of revolves around you but you're dancing solo at the beginning so it's about okay what's the what's the bit that only I can do what stage do I need to be on in terms of front stage and also backstage and then what infrastructure do I need what infrastructure do I slowly need to build around that you know if you if you're singing solo at the beginning maybe you need a bit of a you know a piano in the back and a bit of guitar and strumming and start to add those things out So it's it's it's adding around you rather than building an org chart from the bottom up with building multiple layers which actually scale you away from the stage and that's how I see it. You know what's that stage that can only be you? Um, you know, an example recently I've helped some clients with a closing strategy where their their any any leads that aren't closed by their sales team, they do a group call with people who haven't closed and make them a special offer to come into their program. And one of the clients is like, does it have to be me? And I'm like, it has to be you because the ROI on that 45 minutes of time is huge. you know, they have 14 people show up and seven or eight join the program. So, the ROI is in the tens of thousands of dollars. I'm like, your effective alley rate is this and you yield this. Can I get nope, that's the stage that you need to be on cuz they're buying into largely into you. They understand that there's a team to deliver these things and around it, but that's your highest yield time. And I think people appreciating what stage they've built and where they need to be, if they start there and build out from it, then they're going to be much more lucid about the the backing dancers and the singers that they're adding around themselves rather than necessarily like, "Hey [ __ ] we need a lighting rig and we need, you know, we need a dude to drive the truck and cuz that's what people do. They build out the whole thing and then try and go on tour and no one no one wants to buy any tickets." If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. See, the way I've worded it was when I come into a business now, I try and find as fast as possible what's the head honcho zone of genius. Yeah. Keep them in their zone of genius and then like in kind of like slow circles going outwards then building that out because as soon as they're out of their zone of genius, it one immediately affects the rest of the business because I mean just I think it's just the energetics of everything just then turns to [ __ ] as well. but then they don't actually enjoy what they're doing as well. So, it's like I feel it's like it's kind of like founders flow. It's like the founder has to be in flow because that's why you've done it in the first place. 100%. And so, I immediately think of two calls that I've had recently. So, one we're talking about from the uh the post that you did yesterday. So, one coach needs has operating expenses of 300 grand a month just to stay afloat for everything else. Keep the lights on, which is crazy because I think it could be easily h haveved and the revenue easily doubled on top of that as well from what they were actually doing to me with some few tweaks. But then also the case of see how's this how's this for an example. I had a recent call with someone and they wanted to be able to build passive income somewhere else so that their coaching business didn't feel like the thing that they actually needed to make money from. Interesting mindset, isn't it? Yeah, I thought it was too. Yeah, it's um I'll just go back on something you said because one of the things that I found as well is that in the process of understanding their effective value rate and their zone of genius as you say you know what stage they should be on providing relief for the stuff that they don't want to do and me as a coach and a mentor in many cases is like I have to provide relief at the same time while while getting and and going, you don't need to do these things anymore. And some of that's just like literally killing it and taking it away. Like this served you at one time, but I'm giving you permission not to do that anymore. And without that relief, they can't like think about scale or they can't think about growth because they're they're trapped in things that they might have served them at a lower revenue level or a lower level of growth, but they're trapped in doing them. Oh, I need to be doing this particular thing. And you're like, let's take that off your plate. Yeah. And in many cases, that's just deletion. It's just stopping doing it. You know, the amount of times I've had conversations with people who are running multi-7 figure businesses and they're still in their Instagram DMs and you're like, you don't need to be doing this. You're not obligated to doing that. I need to like that's what got that that hustle with your thumbs is what got you there. But let's put in some a place let's put in place some relief from those things. So, it's a simultaneous, you know, getting them more into the zone of genius because if you take away stuff that they love, you know, as well as I do the consequence of that because you you get you take the fun away. You take the the beauty and the passion away from there, but you also need to provide relief and take them away from the stuff that they don't love at the same time, you know, either by deletion or or some kind of system. I think it's really it's a really good point you bring up. It really is actually just deletion in most cases. And it's just like actually permission to stop doing it. Yeah. And it's okay. Like we don't need to actually probably even replace it. They're like just stop doing the thing that's not working. But there's a success story in the past of that. Always there's always a success story in the past of that task. I got here by DMing people on Instagram or I got here by I'm the only one who can close. I'm the only one who can, you know, I've tried clo I'm the I have to talk to them before they come in because of these re, you know, most of it is is just success story and it's just dragging it into there and they're stuck in it. You know, I find really interesting when you bring up like the effective hourly rate and I don't think that's something many people think about when it comes to it. I had I felt like a real prick during the week. You you you'll enjoy this story. What does that say about me? No, no, it's good because it I think a lot of it actually came from you was in a very good way. Um, it's been interesting for me because recently the most important thing I've had to say recently is no. Uh, because it's again I've had to take my own medicine be like just being my zone of genius. Stop saying yes. It's like it's just been interesting how do I mean the universe throws an opportunity and I'm like oh that would be amazing even 3 months ago but I've got I've got to say no to it. I've got to say do I mean on track and I really appreciate this amazing human being sent me a message and said like oh like I love the success you've done. You're a role model. Said some beautiful things and then said like would love to take you out for lunch sometime so I could be able to learn more. And I was like I appreciate you saying that so much. However, I only work 4 hours a day, 4 days a week. That means my work week is 16 hours. A 1 hour lunch, not including any travel time to the venue and back. A 1 hour lunch is uh 5% of my total work capacity. And so therefore, I just simply do a calculation of I earn this much per month and I work this many hours per month. I know my effectively hourly rate. And so I was like, so therefore, if you would like to, you can book in a 1 hour consult at what the effectively hourly rate is or three 1 hour blocks like that. I was like, okay, I'm more than happy to do that. But I felt like a real prick saying that because I was but I was just I can't do that anymore. I can't say yes. I can't open myself open to those things because one, it detracts me away from my partner's businesses now. So now they get less of me, but also my family gets less of me as well because I only have so much bandwidth. 100%. And I think it's it was it was me teaching myself an important lesson of just staying very narrow with what it is I need to be able to do in this chapter right now because otherwise saying yes I could like even I was like oh like I I could have the money of what the hourly rate is. You know what I mean? Like but I was astounded myself like what my hourly rate is when I kind of broke it down. I was like, "Wow." Like, and again, I think of myself back to the personal trainer and I thought I was like [ __ ] hot charging $200 an hour as a personal trainer. Do you I mean, and this is so much more than that. So, how do you help someone almost like own their worth when you sit down? Like, do you mean when you work with your client and you're like going through this, what is it that you're kind of like trying to get them to believe within themselves so that they can have a better operating system moving forward? Yeah. the the effective value rate is crucial because then they can get for the first time a sense of the value of their time and actually how high their relative time is. The the other side of that is opportunity cost which is what kind of you're referring to and some of something that you Dan we've been talking with Dan about is like scaling energy and scaling energy is understanding what energy you're putting in and what what that's only genius in your best work but also the cost of you excessively putting energy in because driven people their answer is mostly just work harder. Yeah. Right. And this is really interesting for me right now because I've had a client leave recently and because I because I wouldn't breach a boundary and one of our pre- agreements when I come in is like I don't do emergencies. We we are building love that stuff together and we're planning it out and we're doing it and we're executing it and we're feeding back and I only do Zoom calls on a Tuesday and a Thursday and that's a hard thing for me. I serve clients on those days via Zoom. everything else is asymmetric, so they have access to me on Slack. He needed to speak to me on a day that was outside that. And I said, "No." And that upset him. And he said, "I don't want to work with you anymore." And I said, "I understand. That's okay." Because the opportunity cost for me doing that and the creep I love that of me not being able to have energy in different places, that will cost everybody over time. It will cost my my clients who I'm committed to. cost my family, my partner, my friends, etc. And because the cost will be on me. So there's an opportunity cost calculation of like where are you not preserving your energy to do your best work in those particular slots that you've highly valued into that time. Um, and the other question was, and this may be helpful for people, is I was questioned the other day why you can get Slack coaching with me. So, I'll asymmetrically and just communicate and it's Monday to Friday and it's asymmetric and I'll you can't send me more than a two-minute video. So, there's rules. Yeah, there's boundaries, right? You can't send me more than a 2-minute video voice note and I'll respond within 24 hours. And usually it's much faster than that. And someone said, "Why don't you use Voxer? Everybody uses Voxer." And I'm like, "Cuz that's on my phone." They're like, "So what?" I'm like, "My phone's for listening to podcasts, WhatsApp. only five people have WhatsApp notifications on, right? You know, I preserve the things that come into my mind. That opportunity cost of me being interrupted with whatever I'm doing at that time, which is the most important thing if I've got priorities is so high because I've seen what happens before cuz I was in that creep. And if I had Voxer in there, it would just be so tempting to pick my phone up and just do a quick message and be like hyper responsive. So the two things that I had to master myself before I could help with other people help other people with was the effective value right and the opportunity cost what are the things that only you can do what are the boundaries you're setting around those things and then sticking to them because of that that saying no is the hardest thing and this is where especially males weirdly interestingly I don't know get mixed up between nice and kind like clear is kind clear with clients this is this is what we're doing. That's kind. But being hyper resppon, being always there, that's kind of a hero complex that lots of coaches you're like, if I don't respond, their whole business is going to crumble into dust by 5:00 p.m. It's like it's delusional. But people operate that way where they're leaning into stuff so hard and they're so much the hero of this kind of client's journey because they've been told that's how you get more clients because you have the case study and things that they breach everybody's boundary. They're not clear and the opportunity cost of them doing that. You see it permeate through their physical realm, their emotional, their spiritual, you know, and and and often their relational, you know, you see that a lot where like you're working too much. where are you? And even when you're here, you're not here because fox is pinging away. Three things come up to me when you say that which I really love. One is when you fall into the trap, because I've done this before, when you fall into the trap of being hyper respponsive, you then teach the other person that that's okay for that in the relationship. So then the boundaries get blown up, but then you've now taught them to have an expectation that now you're going to reply really quickly as well. Yeah. So that's that was shocking. One of the best things I've ever done, which is really interesting because the feedback has always been super positive. Chiron helped me put together this mutual expectations document that every that gets sent to a partner before we actually completely agree on everything. And I'm like, this is the So, there's actually three things. There's a mutual expectations, uh, something I call a partner cadence, which is like our communication and how we communicate. So, it's like it's only through Slack in these hours, like this is the way that we do it. Uh, and then something called a weekly snapshot. And so the funny thing is when I put together the mutual expectations document, I was like, "This is this is harsh." Like for like Yeah. Because this was the thing. When I first looked at it, I was so trying to people please and I was so blurred with my own boundaries that I was like, "Oh, wow." I was like, "That that sting." Like me reading it stung. And the feedback was every single time I've sent it to someone, they would always go, I absolutely love this. This is so good. Because the relationship is black and white, is black and white. And then it's really easy for me because I've then had positive feedback. I then stick with my boundary and go, that's exactly what I'm doing. I'm not communicating outside of these hours. We can't do some random calls like I mean any like thing like no emergencies. I absolutely love that as well because for me what I love about no emergencies is we've always got to be forward planning and be ahead of the curve as to what's happening, not be reactive the entire time. Yeah. And that it's no emergencies is not like I'm when something urgently desperate goes on, I'm not going to talk you down from the ledge. It's that the culture is we don't have to panic. We're not reactive. That stuff goes wrong like all the time. and stuff doesn't go to plan, the perfect plan all the time. But it's a cultural thing to say we don't build businesses and lives that are just based on reactivity that you're in some kind of daily cycle of anxiety waiting for the next thing to go off to say I I knew that was going to happen. And so it's a it's a boundary, but it's also a cultural thing. But I I I know this is true for me. I don't know if it is for you, but without being clear with yourself about who you are, which is probably a whole another podcast episode or a series of them, but without being clear about yourself about who you are and who you what you truly want, it's very very difficult to be clear with other people. It's very very difficult to set clear expectations and clear boundaries because you'll always if you try and communicate them without some level of clarity and belief in yourself, you will be fuzzy around the edges and that will be communicated and then people will breach things that you didn't even know you needed to create in the first place or you created from a place of and we can both not in business but in relationships and personal. Oh, we're talking about every relationship. We're talking because that's what that's what business is. It's a series, especially our businesses. It is relational. So these patterns are are everywhere in someone's life. It's in their romantic relationships and their familiar ones. It's in their friendships. It's in their It's in their business. And they continue the patterns everywhere. And without being clear to yourself, those patterns are just going to permeate everywhere. And then it just creates confusion. And yeah, that that's why people default to pleasing because it's exhausting and if you if you're it's exhausting to be antagonistic and confrontational. So, it's really interesting because literally I've got to shoot a video straight after this and it's kind of like the model that I've broken down that goes identity, values, virtues, and it's actually about figuring out what is important to me. So therefore, my decision- making moving forward is really easy and really black and white for it. And then I find it interesting. Well, I find the coolest thing and I was thinking about this actually riding the bike coming here was the conversations we were having 2019, right? Compared to the conversations that like we're having today, I find really fascinating like what amazing growth and just coolness that has come about. Uh, and what I'd love to know is what is it that you love most about your business? Now, the sheer selfishness of it, and I'm being I'm using hyperbole there, but the I create for myself and moving out in concentric circles. I create what I'm fascinates me and I create for myself first. Not necessarily my own needs, but just my own curiosities. And what I found, the more I lean into that, the more my clients resonate with it and the inner circle and I create for them. And then the easier it is for me to turn those I'm turning everything I do into a product because I'm creating for myself and then my inner circle of clients and then it goes in concentric circles out. So, I love that I get to create for myself, but so many other people get to benefit from it because it means that I truly feel I'm the captain of the ship and then some people are going to jump on and some people aren't. But I don't feel that I'm a um you know a dancing bear in many cases where I where I was just looking at the market as that kind of amorphous piece to make things for them or be something or have to dance when people you know or have to jump when people said how high. And I think as I'm leaning into that more and I'm seeing my clients and my friends kind of embrace that kind of philosophy and the results that come from it, it's truly back to being fun. M cuz there's been long periods in my business and life that just weren't fun. I was making plenty of money and put the scoreboards up and and I was doing everything I should do, but now I'm having a ton of fun with people I love and like doing pretty damn well out of it, you know, for all the other metrics as well. So, it's back to making for myself and you know, and all the good things that come. And I want to be a model for that. want to say that that's available to everyone because it is because so many people have skills that if they just lent into them, they could make those skills into something and then just have a tribe of people around them. I love that so much. It's why I wanted to ask that question because it's I find it so it brings me so much joy seeing you being so much joy having created what it is. Like I get a I get a lot of like oh [ __ ] that's amazing. Like I love I just love it. I've loved watching this evolution and it coming about and I think it's going to really impact so many to be able to do that and I really think it's sewing a seed for so many more. It's like I think you're giving permission to others to be able to do that as well. And I think that's the coolest part of it because it's really the case of or the way that I see this now actually cuz I was reflecting upon myself was it's so interesting how okay how many conversations have you had with other coaches and consultants and purely they've chosen their market or their model because that was the way they were supposed to make more money. Right. It's the primary driver. Exactly. But what I find interesting when you flip the algorithm around and you look at it as when I'm actually doing the right thing and I'm aligned with myself. Just flows through you. It's incredible. Just flows through you. It just can't stop coming. Yeah. Yeah. I I think I think you deserve and I ain't blowing smokey, you know, here either. You deserve a ton of credit for the the journey out like selling a business and not being the the head person and the head honcho is difficult. I've seen a ton of friends do it and I've seen a ton of friends leave senior positions like when the CEO bits crossed off the business card. you can have an existential crisis. And I know I everything I've ever done. I I I appreciate that. But I know there's been tough bits through that period where you go from being the center of things to being a dude in a room with a you know a MacBook and going, "Yeah, my Hi, bank accounts looking healthy and you know, calendar's kind of empty and who the hell am I?" So that existential crisis like lots of people don't navigate that at all. They go they they dive back into stuff. They get dragged back into things. They do abortive kind of first starts. And it's not been easy for you, but you've navigated to a place now where you you're you're in the zone of genius and you're working with people who need that in a way that suits everybody because the upside shared, you know, and it's it's beautiful to watch. Thank you. I really appreciate that. It's It's been interesting to me because uh like I'll do calls with partners uh Tuesdays, Wednesdays, and Tuesdays, Thursday's way better. Dan would answer, Dan would argue Tuesday, Friday, but not we're not going to win that a debate with the three of us. Tuesday's are the daddy day. clearly is has been a case of I found it so interesting that I could do it's typically between uh 8 to 8:00 a.m. to midday. So, I'll do like four hours back to back and I find it interesting. Well, because I'll go from like multiple different businesses, but I'll do like say in one business I could be on a marketing meeting and then I'm doing a sales meeting 20 minutes later and then I'm talking to like the head honcho and COO 20 minutes later after that and then suddenly I change gears and I'm talking to someone different. Like there's a lot of shifting that can happen, but at the end of it I'm so energized. Like I'll walk out and I'm like I feel really good and I don't remember feeling that. Yeah, like before. And I think that was one of the Oh, like, oh, I'm actually doing the right thing. Like, [ __ ] who would have known I actually did the right thing because I feel good at the end of it not getting off 4 hours worth of meetings and being like, oh, stick a fork in my eye. That's so interesting. And it's so fascinating in terms of like when you have the human resonance on the other side of like what you're doing and you're in your zone that this that that um state switching that task switching is so I find the same thing. I did five calls yesterday back to back. One of them was with a dude who frankly needs to make some money now like today like and that's what we focused on. And then the next call was with the CEO of a $35 million business. And that's a different conversation, long-term conversation strateg. But again, I found it I find the state switching so easy because they're my people. We're in the right place. They've come here for a certain reason about what we're creating and what we're making more efficient and innovating. And yeah, I find the same thing. It's super interesting. Whereas, you know, if you'd asked me before to be on 5 hours of Zoom calls back to back again, like looking at an amorphous blob on a calendar, I think in many cases I would have wanted to poke my eyes out. Yeah. Scale your energy, right? So, if we were to summize so far, uh, scale your energy. I think that's an an amazing axiom to be able to focus on. Uh what else do you think are the other big takeaways from here? The the effective value rate and the opportunity cost piece that that are related to the scaling of energy are super important because you have to be pragmatic in terms of as a as an individual inside a business. You have an asset value. You got to look at it like that. You are an asset. You're an intellectual property asset. You're a creative asset. You're you know, but you're an asset. So effective value rate gives you something objective to put there so the business can organize largely around that to make it efficient because good businesses are efficient. they have good distribution of capital and if you have an effective value rate you can create the most capital the most revenue etc etc and then the opportunity cost of like okay if we know what an hour's worth what's it worth for you not to do the things that you hate and what and and how does that permeate into because that's where business spills over into life y and that's where people designing you know I always say build a business that feeds your life you got to come you got to come you got to have both of those things and work out where the conflicts are between those. And that's the hardest bit for some people because that gets that forces you to be honest and get real with yourself again in terms of who you truly are, what you truly believe and what your values are. And for some people if that scale at all costs and make as much money and there's the relations around that, you know, they're prepared to sacrifice those or that or they don't have any and and that that's the biggest goal. We're not here to judge that. Well, I'm not. Um, but if if it if you have if you value the rest of the of your life and the relationships in it, then you have to work out the opportunity cost while while keeping the the effective value right front of mind. Because I I found it really interesting before coming here on this trip like Lauren saying to me, she she saw me stress like I was physically there but mentally I wasn't there because I had a bunch of like partner projects. Everything was just like coming together at this one week and her saying to me, "We don't need more." Like, "We've got I hope you tell us. I hope you'd say that." And and so I I I find this interesting now because being at the point where I'm playing the game because I actually just really enjoy playing the game. Yeah. And but I slipped back into, oh, I should just have more because that's what I'm supposed to be doing. Exactly. And so then I was like, I was trying to I was I was thinking of like this XY axis and it was kind of like reaching this point where working more actually takes me away from where I want to be, like the feeling, the life that I want to be. Because I was like having more money by just doing more is not the thing. But also, and I think that's why I made the recent changes over the last few months, was like everything is also about building assets and leverage. So therefore, I like everything's very front heavy that I'll do. Like when I first come in and partner with someone, like there's there's a lot to get done. But even just getting up to speed with understanding everything that's going on inside of the business and like pouring through all of their marketing material, like there's a lot of work, but then obviously it reaches a point where it's only like little kind of things that I need to touch and it's amazing. And it was just really interesting for me having to sit back and think upon myself and just go wow this game and you said it yourself and it was just like the series and it's the understanding of like what's what's the virtues in which I want to live upon and again then what are the values that are most crucial to me and then what's the identity that then holds all of that together as well is actually one of the most important parts to all of this. Yeah. Yeah. Fully. I I shared a something on the on I do a client call on Tuesday morning like a group call and it was like driven people are usually pretty poor at looking in the rearview mirror you know because they were a lot of people are trying to trying to create craft messaging and those things for people who were largely them 5 years ago. Yeah. You know especially in the practitioner and those kind of markets. And I said just look in the rear view mirror like where were you then? What messages resonated with you? what what what were you picking up? What were you listening to? But also driven people are really bad at just stopping the car on the side of the road and looking around, right? Cuz it's like got to get to the destination and you're like they get to the destination and be like got to get to the other destination. You just got to stop. And like a huge part of my job I see it as just providing perspective and going hand on the shoulder and saying let's just stop just momentarily. Let's just take a micro moment and answer ask and answer some questions that maybe haven't been asked for a little while. Maybe were asked at the beginning, but now you're so driving. Let's just stop the car for a bit. And that doesn't mean that you're not making progress. It does mean when you get back in the car that you're going to be more likely to drive towards a destination that you actually want. Rather than getting there and going, "Oh [ __ ] I've got to drive somewhere else." or even worse, I've got to go back to the beginning. Which we've seen a lot. Yeah. I think that's really important because having gone through that process of making the mistakes and then figuring out, oh, I've built something that doesn't serve me and that I don't want and now then being able to then do what was needed to get to the other side and being in the position now that boggles me. It's an interesting case and point where those almost those existential questions haven't been asked. Yeah. In such a long time. Yeah. That then leaves this gaping hole because now you're just running blind going after something that most likely you're going after because there's these other people that are that are saying they're going after it as well. And then everything's just a mishmash and you're essentially going in the complete wrong direction as hard as you can. And you won't get any sympathy. Yeah. It's not culturally acceptable to go, I'm inside a multi-million dollar business that and I'm miserable and I hate it. Yeah. Cuz everyone goes, "Oh, yeah. Poor you. Cry me a river." Yeah. So, it is not acceptable to do that. But I'm telling people it's acceptable to do that. Yes. that there are people out there who understand exactly where you are right now and it is allowed to say you're dissatisfied because culturally it's not. Yeah. Can't come on and go, I make a million dollars and I'm cry myself to sleep every night. Right. Don't clip that and take it out. That's that's the idea for the whole episode. That's the That's the beginning. Um, it's allowed. You, you know, you should be intolerant. You should be intolerant of, of not of living a life that doesn't have ease in it. You should be a life intolerant of living a life and being in a business that doesn't serve you. You have choices. You get to make those every single day. Yeah. I had this epiphany a little while ago and it was someone has to be the role model for having it all. Why not me? So, it's just going to be me. Yeah. And being able to bring that together. Yeah. Cuz I find it so many people are making compromises where they should not be making compromises for not allowing themselves to do that icky kind of feeling of actually making your own decision and then going through that dark part like what you said. Like you saw me go through it. Like I went through a real dark phase trying to sort this [ __ ] out. But being in the position now like I wish I could give this to everyone. Like that feeling of just like abundance and freedom and like intrigue and curiosity just like holy [ __ ] Like I was walking on the beach yesterday afternoon just like this is incredible. Like like it's not like that all the time. [ __ ] no. But being even able to have those reflection points and just be like wow this is really gnarly. And I got to say, James, so much of it is thanks to you, dude. Having you by my side has been truly one of my greatest blessings. So, thank you. Thank you, sir. Appreciate it. Uh, where does everyone go to find out more about what you're doing? Just find me on Facebook. I'll just I'll just get off a Zoom call and rage post. They're extremely effective, by the way. Yeah, they're always relevant because literally out of my brain that of something I've just observed which I'm greatly privileged for. Yeah. Uh and and go out there. I I I call it like I see it. So, um look me up. Beautiful. Thank you, brother. I appreciate it, man. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications, which would be a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-04-21 Views: 139 Video: https://www.youtube.com/watch?v=MEJs_KxY2YY Runtime: 14 min 50 sec (2,656 words) The script, as delivered on camera What's the fastest most reliable strategy for a coach or an expert to be able to scale from $100,000 a month to a million dollars a month without burning out or getting stuck? Now, after clocking over 220 hours of me consulting six, seven, and eight-figure CEOs and now being the founder of the Rainmakers, we get to be behind the scenes of some of the most successful coaching businesses today. And in this clip taken from a recent podcast interview, I break down the exact steps, the exact strategies that have worked time and time again so that you can use them yourself. How fast can a business go from 100k months to 1 million months? It's a vanity metric. It depends what you're building. When I did [music] the consulting, I went from zero to a million run rate in 63 days. No advertising actually involved with that as well. [music] What are the characteristics of an eight-figure founder? There is just a certain level [music] of what is their makeup? What is their character traits? Is that person the right [music] fit to build an eight-figure business? Some people are. There is a huge problem in thinking that you have a problem with having problems. You should naturally wake up to problems to solve. That is the nature of business. Do you want to be the pawn? Do you want to be the Do you want to be the castle? Do you want to be the king? Do you want to be the player? Do you want to be the person that's actually then moving all of the chess pieces? Do you want to just pick the chessboard up and go, "Fuck it. I'm walking off. I'm going to play a different game." Welcome to Founder's Playbook podcast, the ultimate guide for entrepreneurs to build their empires, increase profits, [music] and become great leaders. I'm your host, Nelson, founder and CEO of Vibes Creative, Australia's leading video podcast agency. Let's get down to business. Welcome back to another stellar episode today. This is our second round with one of our earliest guest. Today's guest has been on the podcast before and he's the legend behind the marketing strategies for many on the industry's top online coaching businesses. He's the founder and CEO of The Rainmaker's, which makes over 52 million in coaching sales per year. Please welcome back the incredible Chris Filfay. Thank you, brother. I appreciate it. How about these new studio, mate? Last time we made it was on our old studio. Dude, the studio is impeccable. I applaud. You've leveled up. You are growing beautifully and it's really cool to see it. I You should be really proud of yourself. We both have and a lot has changed for you. So, as soon as I saw that you posted online, I'm coming on the Gold Coast for a few days, I knew we had to add a around to it. I've seen everything you've been doing in the background. I'm stoked for the level of success that you're achieving and we're very fortunate to have you back to share some of those new insights. But, clearly, we have to start at a place that we left last time that we had this conversation. Last time we chatted, you were going through a difficult period on your personal life at your personal level. Uh It's been a while since you sold your previous coaching business. You were stepping into a new area of your life and trying to find some answers for yourself and you were going through what uh someone calls the tunnel. Mhm. Can you give a little bit of context for that? And by the way, you should before listening to this episode, make sure you go and watch the previous episode where we cover a bunch of different stuff, the backstory of Chris. Today, we're going to dive in into more high-level things and more things that will help founders and entrepreneurs grow their businesses and in a business that you don't grow to hate. So, make sure you watch that before you jump into this one. But, what did you find about yourself going through the tunnel? Uh this is fun to think about what's happened. And this is actually really interesting you asking these questions. So, the tunnel was a great uh transformation, evolution, me going through, me figuring my stuff out. So, when we last spoke, it would have been maybe a bit under a year since I sold the last company. I sold the last company. I did about a year of consulting CEOs. So, I essentially would kind of get brought in as like a chief growth officer for a business and I'd do consulting and a lot of time it would be like consulting the CEO, but then I'd be helping the rest of the team, especially to do with all of their sales and marketing acquisition side of things. That was really fun because I went from a coaching business business model. Then I went to a consulting model where during I was charging up to $25,000 a month retainer, uh earning during a couple of six figures a month at 94% profit margins, just me being able to do it. But, then I got to a point where I was like, "No, I want to build something." And I said to myself after selling my last company, "I'm not going to start anything until like I know in my bone marrow what I want to do and it's something I know that I have to bring into the world." So, I wanted to pick my shots. And so, I was able to then really think about it and I could see very clearly there was this gaping problem in the market where I could see coaches, consultants, these service businesses, they did not have the support. They did not have the level of expertise needed for them to be able to grow. And I also could start to see, during the consulting that I did over 220 hours of consulting six, seven, and eight-figure CEOs, and I took meticulous notes as well throughout the whole process. And so I had one set of notes uh that I called the formula, which is essentially like what was actually working, like what were the good things, what were the common themes, how could I have some sort of pattern recognition to see what was actually going to produce results. And I had another list called the not formula, which is like what are all the mistakes people are making, how can I see what people are doing wrong to then avoid that. If you've made it this far, seriously, thank you. I appreciate you being here, but real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe, because everything I share here is built for founders just like you, because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. And one day I found myself thinking, I go, you know one of the biggest lies I think is getting thrown around in like our entrepreneurial bubble right now is one person supposed to be able to do it all. One person is supposed to be able to handle all sides of their business and be able to run absolutely everything. And especially in the coaching, consulting, and expert space, I think that's just incorrect. Yes, there are unicorns that we can all point to that is like that person is being able to do it all, but that does not mean that there is a vast majority, an ocean amount of people that are just struggling because they're trying to be able to grow their business and handle it all. And I mean, can a founder be able to handle the leadership, be able to recruit, be able to lead, be able to set up the systems, be able to do client success and delivery, be able to do marketing and sales and the funnels and the ads and building the sales team, managing the sales team, listening to sales calls, handling the financials. Like, there's so many aspects to that. And when it comes down to it, the vast majority, the people that I could see that I really want to serve, essentially, they want to earn a couple of six figures a month profit. They want to love the work that they do. They want to love the people that they want to work with. And they want to be able to not work 24/7 so they can actually enjoy the rest of life as well. And so that's where I could see that there was this massive gaping problem that could be served that no one else is really serving. And so that's why the Rainmakers was served. And I think that was simply an expression of me going through that growth, through that tunnel, and then coming to the other side and being like, this is now the man that I am. This is who I I want to be and how I show up in this world. And this is the work and the mission that I'm now on. And so that was me leading to this point now, which is kind of cool to think about. We had the discussion now a year later. And if we were to have another discussion a year from now, what's the dribble that's going to fall out of my mouth then? [laughter] Yes. And that's exactly how it should be. We should constantly be evolving and what you said there as well resonated a lot with me as a founder myself that has been through all the roles in the company, right? From sales to marketing, to delivery, to client success, to producing everything, right? And I'm at a point now where you start realizing, yeah, I sh- I should not be spending any more of my time trying to get really good at all these things. I should just be focusing on putting the team members the team members and the leadership team that should be even better than me at those things and that they just need maybe some guidance and coaching for us to succeed at the highest level. It's not so much anymore like how good can I be now running ads or or the marketing is just really stepping in to solve the high-level problems. That's what I found my value to be now as a founder and CEO is when I jump in with clients or anything that's happening is to solve a big problem and it's more strategic. Is is giving that input that all got it. That's what we need to do. That's why the messaging is wrong or that's why with this offer is not going to work. Let's switch things around and then the team can come and fulfill at the highest level at a level that hopefully at this point is even better than what I could do it, right? So that that resonated so much with me. What does it take to build a business that can make over 52 million dollars per year in sales? It just simply takes the right people with the right systems in the right culture. And so us and it was interesting cuz like when I kind of did the math, I think we would actually be beyond that number now because I haven't looked at it for a little while. So our partner portfolio is selling over 52 million in sales and then we were speaking just before, our internal sales team is now closing over a million dollars of sales per month also. And so that's where my belief is I don't build businesses, I build the people that build the businesses. I'm and this is where I want people to first understand when they're listening to anyone that where is that person coming from? What is What is their goals and intentions? What are they wanting to achieve? And does that align with what they want? So, in the case of I want to build a business that with my current belief set is going to be doing some healthy eight figures a year. Do I want to build a nine-figure business? My honest truth is no, I don't want that. Because I also want to be an amazing father to my four daughters. I want to be an incredible husband to my wife. I want to be a great friend to my mates. I taking care of my physical health and my shape. I want to explore other things that I'm curious and interested in as well that's not just business. And this really came to an apex or like an epiphany for me earlier this year. I was able to spend a couple days with my absolute biggest hero in the entire world, uh Derek Sivers. And Derek was somebody that I had read all of his stuff, listened to anything that he had ever produced, and I just loved everything that he put out into the world, and it just resonated in my bones what he was talking about and the way that he was thinking and how contrarian he would be. And then, crazily enough, I think it was at the end of last year, I was at a business event, he got brought in to speak. Uh we got chatting, started a friendship, and then there was a case of like he was like, "Oh, like if you ever come to New Zealand to me like hang out, would love to spend time with you." And then I was like, "Well, I can kind of come next week." And he was like, "Great." And so, I flew to New Zealand, got to hang out with Derek for 3 days. We recorded over 7 hours of podcast together, literally sitting at a coffee shop at the top of a museum. and I was like I'm sitting with the one person that I was like he was like the top of my list. Like if you were like who's the best person you want to sit down and interview with, hang out with, get to be able to just like really get to know and to see how they operate. For me, it was Derek. And I was able to truly see how he lived and the way that he thought and just get deep into it. For me, I took so much away because I don't want to just chase after money for money's sake. And I want to be able to build a life that I truly admire. All right, that's it for today and if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Prove it to your bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact system, the exact process and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems and to be able to take time off. I appreciate you watching and I'll see you in the next episode. Oh.
Client: Chris Dufey Format: Long form Published: 2026-04-03 Views: 121 Video: https://www.youtube.com/watch?v=HmLKp8TU7MY Runtime: 18 min 34 sec (3,472 words) The script, as delivered on camera at 9:11 a.m. last Tuesday and I'm sitting in the villa in Bali with a group of coaches who have flown in from across the globe. And they didn't come for any teaching, fancy funnel or overhype strategy. They came for one thing, certainty. Certainty that they can wake up each and every day knowing exactly what to do and what not to do. Certainty that me and my team are behind the scenes ensuring an endless stream of highquality leads are turning into high value clients. Certainty that their business isn't just surviving but thriving on autopilot. And today I'm going to show exactly how we've done this for one coach who is now on track to profit $3.6 million this year. And I'm going to break down the five critical steps to this process, the numbers, the strategy, and the system so you are able to actually be able to create this repeatable process for yourself. See, most coaches are flying completely blind when it comes to hitting profit goals. They're guessing at the strategies. They're trying to chase trends or they're just hoping that something sticks, but not you. With the profit calculator, my team and I take all the guesswork out of the equation and turn your profit goal into a clear, actionable daily plan. And here is how it works. Because we start with your profit target. And so for this coach, it's a $3.6 million or $300,000 a month. Now, from there, we structure every key number in your sales pipeline. how many clients you need, what your close rates need to be, average deal value, and even the volume of leads required at the top of your funnel. But we don't stop there. Once we have your pipeline mapped out, we reverse engineer precisely what your marketing and sales strategy needs to be so you can actually hit those numbers. So, from the content you'll need to create to the ad, the spend required to hit those number of calls that your sales teams need to handle daily. And it's all broken down into bite-size actionable steps. And the result is by having this, you have a daily action plan that you can easily follow. There's no overthinking. There's no what should I focus on today. There is just a clear proven blueprint that you and your team can easily execute on. This is the system we've used to help coaches scale to $500,000 a month and higher. And it's the exact same process that we're using to build this pathway to 3.6 6 million in annual profit. Now, because when you have the right numbers and the right strategy and a plan that you can execute daily, success isn't just possible, it's inevitable at the end of the day. So, let me walk you through this process and how you can use it. Because step one is we need to be able to have northstar metrics. If you want to hit 3.6 million in annual profit, you need to lock in on those metrics that actually matter. So, it becomes inevitable. And these are the critical numbers that cut through that noise and really just keep it simple for you to stay focused on what actually drives success. So the breakdown for this is we want to be able to hit a target monthly profit of $300,000. Now this is the big goal. The money that you're taking home after all of the expenses. This is what you're putting into your back pocket. 300 grand a month. Now with this business, we know that we can run this at a 60% profit margin. And it's really important here because a healthy margin ensures that you're running a lean and efficient business. So you don't highly recommend. Don't be a fool and get caught up with all those wannabes that want to talk revenue. This is why I'm focusing this episode to talk about what the profit is. But from that profit, we know running at a 60% profit margin that our monthly revenue goal needs to be $500,000. This is the actual engine that powers that machine. Your revenue is going to drive your profit. And hitting this number means that everything else can start to fall in place. Now, really importantly, knowing that we need to hit 500 grand a month, we know that we need to get to 100 clients. Okay? So, total number of clients needed is a 100 at 100 every single month, not 100 once and then all falling off. Because at this scale, the math gets simple. This coach is charging $5,000 a month. So, 5,000 a month at 100 clients is $500,000 revenue. Thankfully, it's pretty basic math. But these numbers don't just give you clarity. They give you direction because once you know the targets, everything else becomes the building of the actual systems and just the following of what needs to happen in those strategies to actually hit them. Because instead of actually scrambling to do more, you can actually focus on the exact actions that move that needle, generating the next the correct number of leads, dialing in your actual conversions, and delivering a world-class experience that keeps heaps keeps your clients around. Now step two of this once we have northstar metrics is breaking down the actual numbers. This is where we get into actual pipeline of step by step what needs to happen. So this is where the magic happens. This is how I want you to think about this for yourself. In this example, taking $500,000 of monthly revenue, we need to reverse engineer back what has to happen in each stage. So lead required. Now for us to get to the 100 clients, we need to know what our funnel actually requires. So, let's just assume that you or your sales team have a solar closing rate of 60% on closing calls. That means we need to be able to have a target of us knowing we want to be able to get 28 calls booked per month. Okay, 28 calls booked per month. Now, working backward, if you have a show up rate of 60% to the first call, we know that we need 97 calls booked per month entering into your pipeline, which takes us to step two, conversion rates at each of these stages. So, to hit these numbers in the pipeline, we have to have these all work together. Calls booked. We know that we only need 97 calls booked per month, and we're currently only paying $155 per booked call with our ad campaigns. Now our call booking rate from those leads is we have a 60% show up to the first call and we actually have a 60% conversion rate from first call to second call. Now we expect these numbers to actually improve but I'm just giving you the numbers as to what the pipeline is doing right now in this example. Now we have the close rate which is actually again thankfully this has come out really easy for math keeps my uh meat heaven of brain easy but we have a 60% conversion rate on closing calls. So to secure those 17 new clients each month, which is a target that we want to be able to get to to the 100 clients, this is the layering approach that we need to be able to do it. Now, really importantly, I want you to understand this as I'm going through these numbers. I want you to be able to think about it how this applies to yourself. I'm giving you a real world case study and breaking these numbers down. All you need to do is have the numbers how you want them lined up. What is your goal profit? What is your goal revenue? and then breaking it down for what needs to happen. Now, it comes into the really important number that we need to be able to know, which is your average client value. So, your pricing is the lever that makes all of this work. Because with a $500,000 revenue goal and 100 clients being the goal, the math is pretty straightforward that we know that we're charging $5,000 a month. But to be honest, this coach has a higher than normal client value. So, I know some of you, you might be thinking, I'm not charging $5,000 a month, Chris. That's perfectly fine. Most coaches we actually work with have a monthly client value of around $1,000 to $2,000 a month. So, if you are charging less, no problem. This just means that increasing your client count or bundling upselles or raising into value, conversely, if you're charging more, you actually need fewer clients to hit the same target. You just need to do that math really simply for yourself. But don't forget, client churn is the silent assassin in your business numbers. And this is where we really bake it into this equation as well. We put client churn into this equation because I've said it a thousand times and I'll probably say it a thousand more. The easiest way to double your business is to have your churn. With this coach we're working with with a monthly churn of 5%. That means that every month we're losing 5% of the clients, which we fatty into both the total client value and the number of new clients we need to sign on to keep that momentum going to get him to his ultimate $3.6 million a year of profit. Now, it's like filling a leaky bucket. If you need to keep adding water in faster than it's dropping out, your system's broken, your business is broken, and you need to be able to come into that. So that's where we will have another episode coming up just focusing on that client churn, fixing that process of easily being able to double your business is by actually having the amount of clients that you're losing. If you've made it this far, seriously, thank you. I appreciate you being here. Uh, real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. Importantly though, understanding the numbers is how you actually design a sales pipeline tailored to your business goals. And the best part of this is is once you actually know the metrics, you can focus on what matters most. Consistently filling in your funnel, optimizing your conversion rates, and then being able to scale with confidence. This is the foundation of predictable growth. Because when you nail these numbers, you have a blueprint that makes $500,000 a month of repeatable revenue. But the important part is we've gone through step one, step two, now there's step three, which is, and I am going to use that dirty sword right now, scaling. Okay, this is scaling to success. Now, scaling isn't about working harder. It's about actually setting up the right systems so your business can grow predictably. And I took this from a good friend and mentor of mine, Chiron, which is he really defined scaling as predictable growth. Now, there are three systems that we use to be able to have predictable growth. And what I want you to be able to have inside of your business is number one, lead generation. A steady flow of leads is absolutely non-negotiable. Now, we focus primarily on paid ads, but we also ensure that there's proven systems for uh referrals to leverage happy clients that you have and organic content to build authority and trust and how they all work together because together these channels keep your pipeline full and predictable. But primarily, we're focusing on the actual paid acquisition side of things. After the lead generation, there's sales efficiency. This is where your team needs to convert leads into paying clients reliably. That means there's clear scripts. There's systems like your CRM to track everything. There's the reporting processes that any one of your team members can easily follow. This is when you can sleep like a brick because ultimately all I'm doing with my partners is I'm getting them to sleep like a brick because when they have a predictable, reliable machine to bring in leads and turn them into clients, you sleep really well. Now after sales efficiency, the third one is delivery excellence. This is growth where it comes from not just getting new clients, but it's about keeping the ones that you have. Nailing your onboarding, delivering consistent results, offering upsells to maximize the value while turning your clients into referral machines is all about delivery excellence. And when these systems are dialed in, your business practically runs itself because leads flow in, sales converts, clients stick around and all without you having to hustle harder. So that's why I start to call this predictable growth, scaling to success because that is the way that you are able to actually build a business that gives you the life that you want. Now after scaling success, this is the kind of the fourth step which is where most coaches start to miss the mark. And this is where we need to talk about why so many coaches are falling short in building a wildly profitable business. And it's not from a lack of talent. It's not from a lack of hard work. And it's fact many are actually just grinding themselves into the ground. The problem is they're focusing on the wrong things. They're working hard doing the wrong things. And the three most common mistakes when it comes to this is number one, they're chasing vanity metrics instead of profitability. Again, why I made this real life case study example of this episode talking about the 3.6 mil profit, not revenue. Because too many coaches are caught up in metrics that they look good on paper, they look good when they can screenshot and put on social media, but it's actually not the thing that's going to give them the freedom that they want. They celebrate the Instagram followers. They celebrate their webinar signups, even their total revenue, but they're ignoring the most important number, which is that profit. The brutal truth is a sevenf figureure revenue business that's barely breaking even isn't as a success. It's a treadmill. Real freedom comes from profit. And that's why focusing on a lean, high margin business model can be an absolute gamecher. Which is why I share with you in this episode the actions of why I'm thinking my philosophy as to why I am able to grow business faster is because if it doesn't increase your bottom line then it's just noise because after this the second mistake is many coaches just over complicating instead of simplifying. Now I asked all the coaches sitting down with me in this barley retreat what's the number one reason that we use this profit calculator. They all gave their answers. But the true answer why I want to share with you this profit calculator is because of diagnosis. It's easy to believe that scaling requires complex funnels, dozens of offers, and just juggling multiple different strategies. But all that complexity, it kills momentum. This is where we need to be able to have a predictable and reliable growth machine. And that only comes from being able to diagnose what is the key constraint in the business right now. What is the key constraint that is stopping, slowing, or even killing the growth that it is that you're looking for right now? And that is why we use our growth flywheel because most coaches are just working hard, doing everything right, doing what their business coaches are telling them, doing what the latest gurus are sharing on social media, but they're not focusing on what that bottom line actions are so that you can see growth from month to month. Because when you focus on solving the key constraint in your business, you cut through the overwhelm and you actually start to build that momentum that turns into something scalable. So the goal, the way I want you to think about this is the goal isn't to do more. It's to do less better because you can't afford to make these simple mistakes because if you are well, you fall into the same problem that I have fallen into so many times before, which is the only reason why I'm sharing this with you. I am literally saying the problems and mistakes that I've made so you don't have to go through them. And that way you're able to stop sabotaging your potential and you can be like this example on the path to a 3.6 million profit business without doing more. And by doing a few things right consistently and efficiently because when you start to strip away the distractions and focus on what drives profit, everything starts to change. And yes, I am very biased. That's where me and my team do come in. That is why I founded the rain makers. That's why after selling my last company, after doing consulting, after being able to work with and help six, seven, and eight figure coaches grow their businesses, them paying me up to $25,000 a month in retainers. I could see that there was just simple things that needed to be done and why I wanted to be able to do this because when I am able to sit down like I did with these coaches in this barley retreat, it was simple. It takes not it it takes sometimes 5 10 15 minutes to find to diagnose that key constraint that is able to seriously unlock epiphies for them to go oh my god this is so much easier. so that you can wake up, sip your coffee, and start your day knowing that your business is running smoothly and you're not needing to jump into Slack and start putting out fires. So, what I've done is if you want to see how the system actually works, I'll pop a link underneath this, it's completely free and it's just showing you step by step the 11 key strategies that we use with every single coach to be able to grow their business. What I really want you to walk away from this episode is knowing the few key numbers. What your actual pipeline numbers should look like so that your success, so that your profit, so that the business that you really want to build is inevitable and you can start working toward that on a day-by-day basis without the overwhelm, without the frustration by using this profit calculator. The reason why I created this, the reason why I do this with every single partner that we first sit down with is making it really simple, fast to see what is it that we need to be able to do. Can we diagnose what is actually slowing your business and then simply being able to install and be able to have the right playbook, the right strategy in place to be able to make that happen. It's as simple as that. So rather than just clicking off, going watching another video, or if you're listening to this on the podcast, going to the next episode, I highly recommend spend two, three minutes just figuring out what those key numbers need to look like inside of your profit calculator. So then you can build the business that you truly love. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Would be a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2025-12-29 Views: 117 Video: https://www.youtube.com/watch?v=KACjg7UyH48 Runtime: 9 min 21 sec (1,755 words) The script, as delivered on camera I tested every funnel so you don't have to. And yes, literally every funnel. VSSLs, challenges, tripwise, webinars, quiz funnels, DM scripts, you name it, we built it. And it took over 9 months and more ad spend than I'd like to admit. And you know what I realized? Most of them suck. And unless you're already internet famous, if you've got a million followers and you've got a podcast with Tim Ferrris, yeah, almost any funnel can work. But what about the rest of us? What if you're just a great coach who wants more great clients consistently? Let me show you the one funnel that beat everything else every single time because it's simple, it's clean, and it scales without big ad budgets. Because you've probably heard some version of this, that is, you need a massive following. You need to post more content every single day. You need a team of DM setters and chasing people into the DMs because, let me break this down for you. A massive following, followers do not equal buyers. Because trust me, I've worked with coaches who have tons of followers and I've had coaches with quite literally zero followers. And there's been coaches with 200 followers doing $200,000 a month. And there's coaches with 200,000 followers and they're barely breaking $10,000 a month. The other issue is content every single day. Like look, sure, if you love content, post it. But if you're treating your business like a full-time content farm just to maybe get clients, that is not a business. That is a plan for burnout. Because also, if you think that you need a team of DM setters, and unless you love awkward conversations with strangers who ghost you and skip it, mm- high trust clients don't buy off cold DMs. They book when they believe that you are the one who can solve their problem. So, yeah, none of that builds consistency. It just builds noise. And the world's already too loud. Think about it. So, what does work more importantly, and it's what we call the trust engine. And it's the highest converting funnel that we've ever tested and we've installed it in over 200 coaching businesses already from different niches from health coaches to business consultants, agency owners, service pros. So if you solve a real problem, it works because the trust engine is built on three things. The three things I want you to walk away with and know that you can build for yourself. Number one, a strong offer. If your offer is weak, no funnel is going to save you. Period. You need an offer that people instantly understand and want right now. And that is where I literally will spend the vast majority of my time building with every single client that comes in. That is what I'm doing so much of the days because I use the analogy if I have four hours to cut down a tree, let's say I've got four hours to build your business, I'm going to spend three of those hours sharpening the axe. And those three hours sharpening the axe is actually being able to get to the offer and being able to have the communication and articulation of that offer proper. Because when you have that, we want to be able to do what I call smart nurture. Now, this isn't closing in the DMs. This isn't trying to pitch in, get a sale in the first email. You build trust in advance. So, when people hit your booking page, when people have a conversation, they're already leaning in. they're ready to show up to buy, not just being curious in it. Because when you have that on top of a clean sales process where there's no pressure needed, there's no gimmicks, there's no saying crap like there's only three spots left, horse manure. There's a simple process that helps serious buyers make serious decisions because when you have trust already built at scale, sales becomes easy. Because this isn't theory. We've helped coaches hit 50,000 to $250,000 a month with this system. Not once, not randomly, consistently. One fitness coach went from 32,000 a month to 108,000 a month in 90 days with no change in ad spend. A relationship coach hit 240,000 last quarter and they were bouncing between funnels for years. And then there was a business consultant that went from zero audience to 21 booked calls in 10 days and closed $40,000. If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. These aren't unicorns. These are just normal but really great coaches. They get great results with their clients, but they were just stuck in the wrong strategy. Because the real problem is that most coaches don't have trust anymore. There's too much noise. There's too many broken promises. There's too many sevenfigure secrets that actually don't work. And that's why most funnels fail. Not because of your niche, not because of your offer, but because you're marketing into a market that doesn't believe you anymore. And that's perfectly fine. But it's only fine to be real when you have built a trust engine that doesn't rely on virality. It doesn't rely on a big team. It doesn't rely on hype or big ad spend. It relies on trust. And how you engineer trust at scale is what matters. Like that's what I want you to do. I want you to engineer trust at scale because trust is what turns browsers into buyers and then into clients and then into referrals. So the question is, what would the trust engine look like inside of your business? Don't need another YouTube video. You need a plan, your offer, your funnel, your numbers, your business. That's what we do. So click the link below, book in a quick demo, and we'll walk you through exactly how to build the trust engine custom to you. We'll map out your numbers from how many leads to what the conversion rates to what kind of revenue you realistically can generate in 30, 60, 90 days. Because best case scenario, you get a system that actually works. Worst case scenario, you walk away with clarity and you just run with the plan yourself. Because there is a simple process that I want you to understand that is for you to be able to scale your business. I want you to think of these simple systems that you just need to install. I want you to think about and actually realistically be like what's the work that you want to do? What is your zone of genius? Like one of the reasons why I started this business, the rain makers, was because of a Kanye West quote. Now, I don't know if I should publicly announce that, but it's true. And it was, "Every artist needs a CEO." Because the way that I see it, why after I sold my multi-seigure coaching company, I was behind the scenes of seven, eight, and nine figure info businesses. I've been paid up to $25,000 a month per client to be able to act as their chief revenue officer. And it's all because of something really simple. It's because of a process of understanding where is the choke point in your business right now. How do you have an offer that is going to get you in front of the right people? Get them to understand that you are actually the person that can solve them compared to every other person that's trying to jam something down their throat. And more importantly, for you to be in your zone of genius, you shouldn't be doing everything. If you're writing copy, building funnel pages, running your ad manager, trying to edit your videos, doing the posting, then you're doing coaching calls, and you're trying to figure out your admin and your finances and your QuickBooks and all that stuff. That sounds horrible to me, and I know because I've been there before. And that's why I want you to have a process to be able to build what it is that you want. And I want you to think about this. This is the process for you to be in your zone of genius and to have your business have the systems around you so that you can earn the money that you want, doing the work that actually lights you up, helping people with the work that you really love. And you don't need to stress about your income goal. You don't need to stress about where leads are coming from. You don't need to stress about where clients are coming from. That's the whole point. And that is why I want you to actually don't click off and go watch another video, listen to another podcast. Yeah. I want you to click the link, book in a demo. We'll show you exactly how it works. Yeah, of course. But really, I want you to use this right now and think about how and where you have gaps in your business and what's needed for you to be able to solve those. That's it. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications, which was a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-01-05 Views: 116 Video: https://www.youtube.com/watch?v=V7_tLQYcf9M Runtime: 20 min 31 sec (3,814 words) The script, as delivered on camera How much money do you actually need to live an amazing life for you to be able to do the work that you want to be [music] able to like truly give and to be able to leave the world a better place than you left it? If you hate money, then this episode is likely not for you. Or maybe it actually really is for you because see, not long ago, I was sleeping on a couch and my wife was pregnant with our first child just weeks away from being born and I was halfway across the globe from where they were. I was in Dubai trying to set up a new business and what was happening was I was a personal trainer back in Sydney at the time but I was feeling completely burnt out and I was in what I call now the time for money trap and I had the opportunity come up and so I sold my house, I sold my car, I gave all my clients away and with my wife 6 months pregnant, I had 3 months to get to Dubai, set up a new business, have everything up and running, fly back to Sydney in time for my wife to give birth, for us all to move back to Dubai together. And the entire time I had this echoing question ringing in my ears, which was, can I give them the life that they want to be real, I was chasing money. I was thinking that that was the thing that was going to equal a great life and like me feeling good about myself. And inside me was a call to not just secure our financial future, but to break free from the constraints, the doubts. And I really think the societal molds that to me just felt wrong. And it's now after having dozens and dozens of conversations with highly successful men that I know that I'm not the only one to have this inexpressable need. But how many of us truly understand that what this drive actually is inside of us? Because I think at the heart of every man's striving for contentment, it's not the pursuit of accolades or pleasures. I think it's about attaining what I call the five essential freedoms. But I'm only going to talk about one of those freedoms today because these freedoms are to me the bedrock of what a life fulfilled with true happiness and fulfillment has. And yeah, I know that's a bold statement for me to make, but stick with me till the end because I want you to see why I'm so confident in saying this. Because I used to be that dude where I would say that freedom is so important to me. It's my strongest value. that I couldn't define it in a way that I felt like was actually like really graspable and palpable for me. So for me I now use two definitions or perceptions of freedom. So it actually helps me actually make better smarter the right choices in life. So the firstly I differentiate freedom from freedom and fry height. So freedom with the ending dom is to me is this is the freedom that comes from external sources. So when I have the time and the money and the business and the things that I need to be able to go and do and live the way that I want the external freedom fry height coming from the German word that to me is the internal freedom this is the sense of peace and equinimity that ultimately I actually am looking for. It's not the external things that directly correlate and give me the inner peace feeling that I want. So I was able to kind of understand myself and the world and what I was actually doing when I understood yes I need and I want maybe I don't need but I want and I think it makes it a hell of a lot easier when there is the external freedom the external sources that give me what I want but ultimately what I'm looking for is that internal piece that fry height that I'm feeling but then as well it's it's freedom but it's freedom from suffering it's freedom from suffering and today I believe that to be able to live a life that like resonates with meaning and vitality, it involves piecing together these five freedoms. But with us, it needs to be able to start with financial freedom. I think true freedom is downstream from financial freedom. And as a father, I have four beautiful daughters and I've been in a marriage for over 12 years now. And I've gone through refined and I've gone through both the highs and profound lows. And the peace and confidence that I feel today is in really stark contrast to the days when I was wrestling with depression and suicidal thoughts and anxiety. Those moments when I doubted if even such peace was ever possible for me. because I'm grateful to be able to have these conversations with many highly successful men because there's a striking commonality commonality that kept emerging behind the glitter and achievements and the accolades. There lies a deeper more profound yearning and it's the freedom to be able to live authentically to cherish moments without constraint to pursue your passions without like shadowing regret in every single step. And so for me, for a man to be successful, it's not being onedimensional. And I'm what I mean by that is like, for example, I'm not impressed by a dude that just earns great money or has a thriving business. I want to know what they are. I want to know, are they in integrity? Uh, do they actually have peace and love and happiness and integrity throughout their family, their relationships, their health, and do they actually have inner peace? the multi-dimensional man, that is the one that impresses me. But the man who has really tasted real success that I've spoken with, they understand it's not about the number of zeros in the bank account. And it's not about the square footage of your house or the brand of the car that you're driving. It's about the quality that those zeros or that house or those cars actually give you. It's the memories made in your mansion. It's the journey that you embark on that's actually in that car. It's the person that you have had to become to be able to have that. But this is where I used to kind of like be really self-righteous if I could shoot myself in the foot right now because I was status signaling and kind of like being spiritually maligned. Which is why I ask you, do you have [ __ ] you money? Because right now I've got over two years worth of living expenses just sitting in a bank account. And I know that on paper it makes no sense to have cash, that much cash just sitting there not doing anything when it could be invested somewhere else. But for me, [ __ ] you money isn't about arrogance or flaunting wealth. It's a signal to yourself of financial independence. It's a testament to your personal empowerment and it symbolizes like an unyielding strength to stand on your ground and to be able to have undeniable freedom for you to choose your own path because I've been there before. And if you've ever run your own business for any length of time, you've probably been there, too, where you've signed on a client and felt this gut-wrenching sensation that you've just sold your soul. you know that you shouldn't have signed that client on, but you did it because you really needed the money and you've not feeling the alignment that you really need to and it drains your passion and those demands that sap your energy, the clients who don't value your expertise or the projects that are just array your soul bit by bit. I want you to now imagine having financial freedom. No, I want you now to imagine having a financial cushion so robust that you could politely decline those clients and for you to be able to stay aligned with your core beliefs without the constant worry of where your next payment is going to come from. That's the power of [ __ ] you money. This isn't just about being picky with clients. Like life, especially in the entrepreneurial world, it's unpredictable. It's full of financial es and flows and ups and downs and market uncertainties and unexpected challenges. The way it shows up in life is the way I found really amazing is when you have the ability to make a decision from a place of strength by saying what it is that you want and what's most joyful to you, what's most profound to you, what it is the most you want to be able to do and being able to make decisions from that place. You see the world very differently. And that's why having [ __ ] you money isn't just smart. I think it's borderline essential. See, you have to understand that back in 2014, online coaching was still in its infancy. It wasn't the recognized as a popular choice or thing to be able to do today. At the start of this episode, I was telling you how I went from Sydney to Dubai. And well, it was after 2 years of being in Dubai that I burnt out again. And this is when I finally took the plunge and I did what I wanted to do, which is I started my first online coaching business. And naturally, I was kind of went between these two different sides. I was crippled with self-doubt, not knowing if it was actually going to work or not to the other side feeling super energized with this vision of a thriving business and the freedom that it could give me and my family. But what happened was when I started the online business, I completely quit uh personal training in face toface, I blundered big time. Uh I made a mistake that seriously nearly ruined everything and like obliterated our finances. So it was just after two weeks of being in our new Bali villa, moving to Bali, and I remember our lounge room had just a TV and two bean bags. Uh what happened was I started to get clients drop off and the issue was they weren't the ideal fit for online coaching and it was my prowess that was like in the physical gym that wasn't translating effectively to my online programs. I just wasn't as good as I needed to be back then to be perfectly honest. So, I was pretty [ __ ] And then suddenly I was then like gripped by anxiety in a sense of failure because it wasn't actually long after that I had my first anxiety attack where I literally thought I was about to drop dead because I thought I was just having a heart attack. But see, it was the dream of financial independence of being able to provide for my family that started to feel like it was slipping through my fingers. And so when you think of financial security as a foundation to your house where the walls, the windows, the roof, everything's beautifully defined with the finest materials. But if you don't have a sturdy foundation on that entire structure, even the slightest tremors can just bring everything down and can cause angst and worry and fear and those not good feels that you want. Because financial freedom isn't about hoarding money, but it's about harnessing its potential. It's the reason why I share this is because I don't agree with so many people that they say like, "Oh, money is the root of all evil." Or to the spiritual crowd, they say that, "Oh, money is not important." And they renounce that desire. No, money isn't the thing that equals a great life. But it helps you do things that you can't do. And I truly believe as well it gives you the ability to give more to the world. I can give more to the world when my cup is full and taken care of. Now there's obviously a an element of taking the piss where it's like how much money do you actually need? So the question of like what is enough? That's a very important question. How much money do you actually need to live an amazing life for you to be able to do the work that you want to be able to like truly give and to be able to leave the world a better place than you left it? most common, like very most commonly, that number is actually far less than what you probably think it was because I used to be a shitty dad when I was encapsulated by scarcity and fear because I was trying to work my ass off to be able to provide for my family where today my my version of of rich life means that I'm being able to like enjoy meals with family and friends and I can pay for the bill without a second thought. It's actually not that much. If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. And when I was able to then recognize the difference between making money and building wealth, that was really important because for me, my wealth building strategy, it's pretty simple. I step number one, I build multiple businesses to be able to have profit shares in all to have a constant stream of cash flow. I drive profits in each of those businesses because that's the game I enjoy and that's the skill set that I have. Uh third, I invest those profits into boring stuff. I then make sure that I live and us as a family live below. I mean, so we're not spending more than we're bringing in. Then I want to have a flywheel from the profits that are coming in to be able to continue to uh acquire more revenue generating assets. And then I just want to be able to maintain this momentum relentlessly. And then I just want to enjoy life and bask in the freedom. Like that's it. And as dull as this looks, it's the blueprint for a freedomfueled financial powerhouse, which is what I'm doing. And I don't think I'm that clever when it comes to I really I'm just borderline numbum nuts when it comes to it. I'm a meatthead. But it's this little insight that I was able to have and why I live the life that I do today is built off that wealth building strategy. Because when done right, with the time on your side, you'll see in your assets actually turnurn out cash. And this cash turns into be able to buy more assets that continue to create that perpetual growth cycle. And the magic doesn't happen overnight. This is a game of patience. Is a game of discipline. Is a game of consistency. And that's why I think so many people don't follow it. They lack the strength of character to be able to follow it. Because there is no way that I could talk about all of this without talking about the invisible scorecard because these are the true signifiers of success and happiness and fulfillment because uh one of my best friends James that we've done uh podcast literally quite literally in this room. I highly recommend uh you go check those episodes out. Uh we're on one of our weekly bro dates uh coffee and sparkling waters together and sitting in a cafe. We joke about how us rich guys drink sparkling water. For both of us, we ride these mean $5 a day scooters. There's no sound of a roaring Lamborghini pulling up into the parking lot. It's just two barefoot dudes that have done a decent job at harmonizing between internal and external scorecards. Because how we measure our success and contentment, it's deeply woven into our perception of self-worth and self-accomplishment. Because on on one hand, we have internal scorecards that are deeply personal. They're introspective metrics. They can reflect our values. They reflect our aspirations. They reflect our emotional well-being. And those scorecards, they're not flaunted, but they're felt. They're not broadcasted. They're internalized. And these are the silent markers of our personal growth, the joy in our relationships, and the peace that's in our hearts. Because on the other hand, we have the encounter with those external scorecards, the tangible often like the flashy indicators of success from the luxury cars to the watches on our wrists to the houses that we buy. It's these these outward symbols are frequently seeking external validation and they're often caught in the everchanging whirlwind of society trends and opinions of other people. opinions of other people that you don't even know of. And the problem is with that, while both of those scorecards play a role in shaping our lives, it's essential to recognize the distinct nature between the two because one of those offers a deep enduring satisfaction of rooted in your authenticity and be able to help you live a life that you you feel proud of. and you being able to I mean I I think about death and I go well what when I'm lying on my deathbed what am I going to be proud of? What is it that I want to know is true in my heart? What is it that I'm going to be upset about that I did or not did? And that's where I want to be able to make the right decisions today. That that's what I think is really important. That's why I actually really wanted to share this episode with you because one may flaunt wealth uh you know I mean with the traditional luxury stuff but at their core there is two sides of the same coin each hoping to be able to carve out an identity or recognition in society. We're all playing those status games. You mean you can have this capitalistic pig on one side that's like having millions and millions of dollars and all of that stuff. Uh then but then you can have this spiritual person on this other side. Do you mean the the sackloth and robe and they've got the incense and [ __ ] I wear crystals and stuff like that too? But it's all social signaling. That's they're both playing the social signaling game and they're just doing it in different ways. No one's going to win. It's not a winning game when it comes into it. So that's why I feel it's really important. What I want to share with you is true freedom is downstream from financial freedom. Why? because you're able to take care of your needs and you're able to do what it is you're best able to do when you have a full cup. Two is being able to know what's your definition of financial freedom. This is when you have to do the deep work and actually figure this stuff out for yourself. And that took me a really long time to be able to do it, but god damn it, it was worth it because then three, then you can start to lay out, well, what's your plan to actually achieve that? That's when we can kind of like get in our masculine. And that's when we can actually get to all right problem solving mode and we can actually get at it then because then four and this was the big one for me is just because you don't have financial freedom now doesn't mean that you delay or suspend being happy or joyful. Now, I used to be too much of a serious Sam and I was working too hard around the clock and I was like so determined on having to achieve these goals and I realized like the advice I would give myself looking back is dude, you could have enjoyed that a hell of a lot more. So, that's the advice I give myself now looking forward. So, I want you to be able to feel confident and feel like it's okay for you to be able to go and create that financial freedom for yourself and to do it in the right way that's truly aligned to you. That's that's what I want because I feel like the world would be a better place. Yeah, I really do. So, I hope that this has been a helpful episode for you. Uh, if you have any questions at all or if you have other questions or topics that you want me to answer in upcoming episodes, then please put them into the YouTube comments. I'd love to hear from you so I can be able to do the next episodes literally answering and helping you with what it is that you have. I'm here to be able to share with you what's worked and not worked for me, for you to be able to avoid my mistakes and for you to be able to live a life that you are truly proud of. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Probably would be a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-03-17 Views: 114 Video: https://www.youtube.com/watch?v=7GEwJNxizBw Runtime: 21 min 8 sec (4,044 words) The script, as delivered on camera There's a reason your coaching business feels harder than it should. And it's not your content. It's not your offer. It's not your work ethic. It's that you were handed a business model designed to keep you as the bottleneck. And nobody told you. Every course you took, every mastermind, every guru who said just post more content or just run more ads or just raise your prices. They taught you to be a oneperson agency and call it entrepreneurship. You became the marketing department, the sales team, the delivery team, the follow-up system, the content creator, the ad manager, the funnel builder, the copywriter, the closer, and the client success manager, all the same person all at once, all the time. And I know what you're thinking. Yeah, but isn't that just what it takes? The logic isn't wrong. It's how most coaches operate, but it's also why most coaches can't get past 10, 20, or 30,000 a month without absolutely destroying themselves. Because what nobody's saying out loud is you don't have a revenue problem. You have an architecture problem. And the architecture problem keeps your revenue from ever being consistent. And there is a structural issue inside of your business that was single-handedly responsible for the income roller coaster. The feeling that growth is so much harder or just out of reach and all of that confusion that you're probably feeling right now. And when you fix this one structural problem, and I'm going to show you exactly how your business stops being dependent on you, revenue becomes predictable and you get your life back. So, just give me a couple of minutes and I'm going to pull this up on screen and walk you through every component. And if we're just meeting for the first time, hi, I'm Chris Tuf. I built a multisefigure coaching company, ran it, and sold it. And then I did something most people in space never do. I went behind the curtain. I spent years inside of coaching businesses as their chief marketing officer getting paid retainers up to $25,000 a month per business with seven, eight, and nine figure info businesses. Many of the names that you'd recognize. And what I found was the same broken machine in every single one of them. They were brilliant coaches, real results for their clients, good people doing good work, running on a business model that was never designed to scale without burning them alive. And across every business that I touched, over $52 million in coaching consulting revenue, the constraint was never the coaching. It was never the offer. It was never the marketing. It was the absence of a machine. So I built one and after selling my coaching business, I grew a consulting offer to a million run rate in just 63 days. Then grew an agency to 200,000 a month in under 90 days. Same system, different business, same results. And the system is what I'm about to show you. Let me show you what I mean because this is what most coaching businesses look like under the hood. And I call it the hustle and hope method. And if you're going to be honest with yourself, you're going to recognize your business somewhere on this side. You're randomly posting content. You're showing up on social media constantly. Reals, carousels, stories, all the things that the gurus have told you to do. Some of it gets likes. Almost none of it reliably turns into clients. And you're performing for an algorithm instead of building a pipeline. There's no funnel or there's a broken one. Maybe you've got a website, maybe a landing page from six months ago, maybe a link in a bio that goes to a calendarly, but there's no actual system capturing leads, building trust, and moving people toward a conversation with you. Zero predictability, zero follow-up. And this is the one that costs you the most money, and you don't even see it. A lead opt, someone DMs you, and then what? Nothing. No email sequence, no SMS, no retargeting, no system keeping you in front of them. You know what happens to those leads? They go and buy from the coach who does the follow-up. And that is just a typical day of throwing money away at ads without having a system behind because maybe you've tried med ads maybe three, four, five grand and you got a bunch of leads who then ghosted you and decided that ads don't work for your business and the ads weren't the problem. The absence was everything that's supposed to happen after someone clicks and that's the problem. Or what about your sales process where you're working hard every day but you don't have predictability. You don't have a system that tells you how many clients you'll sign on this month, how much money is going to hit your bank account, and that's stressful. And that is why it makes every month feel like you're starting over. Here's what I want you to hear clearly. You're good at what you do. Your clients get real results. The problem was never your coaching. The problem is you don't have a machine and you were never shown how to build one because the people teaching you, they didn't have one either. And so now what I want you to imagine is something of what if instead of you doing all of this yourself, you had a system that did it for you. Not an agency that you're paying 5,000 a month that just sends you a full of report of metrics, but there is nothing actually going into your bank account. Not another program with 47 modules in a Facebook group where everyone's confused together. I'm talking about a real system, a machine. Cuz imagine this. Imagine every single day without you touching anything, your system is running ads to your ideal clients that you want to be working with. Not random people, the exact people you love working with and who can actually afford to pay you for it. Those people click, they land on a page that's been built and tested to convert with your story, your proof, your mechanism positioned in a way that makes them think this is the person that gets me. They watch a video. They book a call automatically while you're at the gym, while you're with your kids, while you're asleep. And now imagine everyone who didn't book, the majority, to tell you the truth, doesn't just disappear. A follow-up system kicks in. Email, SMS, retargeting. It's all personalized, all automated, all based on their behavior and what it is that's going to be able to get them to engage. And when they do book a call, they show up to those calls pre-sold. They've already consumed your content. They've seen the case studies. They've read the proof. And the only question left is, is this the right fit for me? And now imagine on top of all of that, AI is handling your client delivery, your onboarding, your content, your community, the things that eat all of those hours up in the day running on autopilot. So your only job is to show up for a few calls a week and be brilliant at the thing that you're already brilliant at. coaching, marketing handled, sales handled, delivery handled, your follow-up handled. So, what does that do to your business? What does that do to your income? So, let me walk you through it because this is the full rain maker engine. This is the rain maker engine. This is what we build and install inside every business that we partner with. And there's five phases, 10 engines, one machine. And let me walk you through each one so you can see exactly what gets built for you. Now, phase one is a track. This is where your ideal clients first discover that you exist. Most coaches think this means post more content. It doesn't. It means posting strategically authoritybuilding content that positions you as the expert in your space and drives people to one place. We set up two engines here. Engine one is the authority content. We build a content system across your platforms that matter to your market. And this really only takes 3 to four hours a month to do it with our system. Then engine two is our top offunnel ad engine. This is our lowbudget top offunnel paid ads where we write the copy, we build the creatives, we set up the targeting, we run the campaign specifically designed to put your message in front of the right people to get them to raise their hand. And here's the key because all of it, every piece of your content, your ad, your platform, it feeds into one place because phase two is multiple traffic sources into one system. We build and run it for you. So you don't need to worry about any of that tech stuff. Phase two is capture, the DTO VSSL funnel. It's probably the most important part of this entire engine because this is where strangers become leads and leads become books calls and then book calls become great clients for you. So the way it works is when someone clicks from your content or your ads, they landed on an opt-in page. Simple, clean, one job. Capture name, email, and phone number. Then once they opt in, they hit a DTO VSSL. Video sales letter is a single carefully crafted video that does three things. It builds trust. It educates them on how you can help. And it creates desire to take the next step. Because this video is not you talking for an hour. It's 8 to 15 minutes where we scripted every word chosen to move that viewer towards one action. Booking a call with you. And then they hit that booking page, the calendar, book a call. It's all done. Now, some people will watch the video and book immediately. Brilliant. they go straight to phase four, but most won't. And that's normal and that's expected. That's exactly why phase three exists and why phase three is where most coaches are losing a fortune. Phase three is nurture, where we call it microwave your leads. And this is where most coaches have absolutely nothing. Why? They're losing 80% of their leads that they're already paying for. So, think about when someone opts in, they don't book a call right away. Maybe they got distracted. Maybe they weren't ready. Maybe they needed to think about it. And in most coaching businesses, that person long gone forever. And so you paid to get them and then you just let them walk away. Now that doesn't happen in the rain maker engine. What happens instead is we have four engines running simultaneously to warm that lead until they're ready to buy. Engine one is 11-day lead sequence, carefully written email and SMS sequence that goes out automatically, not generic newsletters. It is storybased, valuedriven messages designed to build trust, handle objections, and bring them back to book. Engine two is the binge bank. This is your long- form content library. Curated videos, podcast episodes, case studies, all designed to increase minutes watched because the more time someone spends consuming your content, the more they trust you. The more they trust you, the more likely they are to buy. And we build this into the nurture flow so leads are consuming your best stuff automatically. And then engine three is what we call bottom ofunnel ad engine agent. Bottom of funnel retargeting ads. These are testimonial ads, case studies, objection handling ads served specifically to the people who have already opted in but they have not booked yet and you stay in front of them everywhere. Instagram, Facebook, YouTube. They can't forget you. They can't get away from you. Because then when we have engine 4, which is our AI powered follow-up, automated personalized messages that go out based on what the lead has done, what pages they've visited, what emails they've opened, what content they've watched. This isn't mass- prodduced spam. This is targeted behavior-based outreach. And all four of these engines running at the same time, working on the same lead from different angles. Because here is what this means in like simple real life terms. A lead optin on Monday. They don't book. That's cool. But by Friday, they've received three emails, two SMS messages. They've seen your retargeting ads four times. They've watched two long form videos, and they've gotten a personalized text from your team. Do you think they're more likely to book a call? Obviously, this is why we call it microwaving your leads. We take cold leads and heat them up fast from every direction until they're ready. Now, phase four is convert, the closing system. By the time someone gets here, they're already 80% sold. The engine did the heavy lifting. The content built the trust. The nurture handled the objections. The retargeting kept you top of mind to them. And we build you a complete sales process. So pre-call positioning that gets your prospects showing up ready to buy. A proven call framework where your team or yourself can follow. An automated onboarding that activates new clients fast. And if anyone's not ready yet, they don't disappear. They loop back into the nurture engine. So when they are ready, you're the person that they're calling. Because then there's phase five, which is scale. And this is where it gets exciting because once the engine is running, we optimize it. We track every single number. Cost per lead, cost per book call, cost per conversation, cost per sale. You know exactly what's working and what isn't. And then we just simply improve it. We AB split test your ads. We refine your messaging. We improve your show rates, your close rates. Small improvements that compound into massive results. And then we build your SOPs. We document everything. We can train you and your team to run it so that you're never the bottleneck. And then we pour fuel in the fire because we increase ad spend on what's working. So adding new traffic channels, then there's new launch offers, scaling with confidence because you know the numbers. Nothing is random. And so what you see that then what we've created for you is a flywheel. The system loops. The more you scale, the more data you get, the better it works, the more it scales. It feeds itself. This isn't a campaign, and this is not a launch. This is a machine that's running for you 24/7, 365 days a year. Now, I know what you might also be thinking. You might be saying, "Chris, this looks amazing, but it takes time to build. What about right now? I want cashing clients right now, Chris." Cool. Great question. That's exactly why we created our fast cash campaign. This runs in parallel why we're building the rain maker engine for you. During week one, we launch a fast cash campaign to generate revenue immediately. It's simple. We identify your warm network, past clients, social media connections, email list, people who already know you and we craft a strategic outreach message that we start conversations, we get books, calls, and we then have the closing system from phase four started. No ads needed, no funnel needed, just strategic conversation with people who already trust you. We've had clients generate 10,000 to 30,000 from this alone. One client did $100,000 cash collected and increase MR by $35,000 in just the first 7 days from starting. Now, I do not say that everyone's going to get those results, but that is a result that one of our clients has gotten just from using this cash campaign. Now, I want you to look at this. really look at it because on the left the hustle and hope method. There's chaos, broken pieces, random effort. There's no system and there is a revenue roller coaster. On the right, the rain maker engine. Every piece is connected, every lead captured, every prospect nurtured, every call pre-sold, every number tracked. There's the same coach, same skills, same offer, completely different result. Because the difference was never about talent. It was never about working harder. It was about having a machine. So ask yourself, which side looks like your business right now? But more importantly, which side do you want to be on? And let me show you that this works because I've done this with hundreds of coaches right now. One coach went on a holiday, only worked 1.5 hours, and still made his full income. Another coach hit a million dollars in profit each quarter. That's an extra million in his personal bank account every 90 days. Another coach hit $21,000 for the month. to prove that you don't need a following. One coach signed 101 clients with only 600 followers. Another coach did 50,000 cash collected in just one morning. Another hit $133,000 in monthly recurring revenue. Another added $318,000 of cash collected in just 30 days. A starting coach signed seven new clients in just one week using this system. Another starting coach did $12,000 in his first launch. another gets a 13 times his rorowass and that's a $1 $13 out system. And what I also love, a coach making great money, but more importantly is getting guiltfree time with his family whilst his business is running smoothly. And then there's another coach that signed five new clients in one week with each client paying him $800 a month. Plus, there's more and more and more and more and more because the goal is simple. For every $1 you put in, you get 4 8 12 or more dollars back. Predictable, repeatable, and yours. So, let me tell you exactly how this works. Because we're not like anyone else in the space. We're not a course. I'm not going to sell you 47 modules to watch and wish you good luck to figure it out for yourself. We are not an agency. I'm not going to try and run your ads and send you a pretty report while your bank account stays flat. We are growth partners. We roll up our sleeves and build this machine with you, actually inside of your business, actually doing the work. Because here's what it's like. Week one, our strategic deep dive is where we get on a call, find out exactly what it is that you need, and map out your custom rain maker engine, your offer, your position, your message, your numbers. We diagnose your specific constraint and design the machine around it. Week two to week four is the build. This is where we create all the copy, your ads, your landing pages, your video scripts, your emails, your SMS sequence, your DM scripts, all written for you, not by templates, custom. Then we build your entire funnel inside of Go High Level with the pages, automations, trigger, tagging, pixels, email sequence, SMS, workflows, all of that tech stuff in parallel from when we are actually doing your fast cash campaign so that you get cash and clients quickly. Then there's weeks 5 through to 8, which is our launch and optimize. We launch your lowbudget ad campaigns. We track your scorecard every single week, knowing what's working, what to tweak, and when to scale. And by the end of this phase, you've got leads coming in, clients signing up, and clear numbers on how to grow your business. And you get three calls a week with me and my team answering your questions every single day, also supporting you every step of the way. And we purposefully only take on 20 clients a month because we have such personalized support. And look, you don't need to be technical. You don't need marketing experience. You don't need to know how to run ads or build funnels. We handle the build. We handle the tech. We handle the copy. You show up to the calls. Give us the information about your business. And we do the rerecks. 8 weeks and that's it. Now, before I tell you what to do next, let me address the thing that you're probably thinking, which is this sounds incredible, but I've heard incredible before and you've been burned before. And I know most coaches who find us have already spent money on something that didn't work. A course that collected dust, an agency that collected retainers, a mastermind that collected egos. So, we don't ask you to trust us. We ask you to test us because here's our guarantee. We build the system. We show you it's generating leads. We show you its booking calls. We show you the numbers. You see that it's working with your own eyes. And in 60 days, if you don't have a working funnel, ads generating leads, and clear acquisition numbers, by then, we keep working with you for free until you do. We guarantee our work. Because it works. There is no risk for you. But before I let you go, let me tell you why I actually built this. Because I've got four daughters, four, and they're growing up fast. And when I sold my last business, I made good money. But I also spent years being the guy who was always just finishing something or just always on a call, always in the business, always telling myself, "Next month I'll slow down." And I looked up one day and I realized my calendar owned me. I built a business that paid well, but had taken something else. So I built a system that brings in leads, makes sales, and lets me do the work that I love most. And that's what we build and install for our clients. I didn't build this to create another packed calendar. I built it because I wanted to take my girls to their dancing lessons. I wanted to pick them up from school. I wanted to be able to have lunch with a mate on a Tuesday for no reason. I wanted slow mornings to enjoy my coffee and not feel like I had to sprint to my laptop. I wanted a business that gave me my life, not the other way around. And that's what I want for you, not just the revenue. Although, yes, the revenue matters, but the reason that you got into coaching in the first place is you wanted freedom. You wanted to do the work that matters to you on your terms. And somewhere along the way, the business has become the thing that took that from you. And it doesn't have to be that way. A machine doesn't need you to babysitter. It runs. You check in, you coach, you live your life. And that's the whole point. So, you know the drill is click the link somewhere around here, book in your one-on-one demo with me and my team, and we'll be able to show you how this works inside of your business. Because you've got options. Option one, keep doing what you're doing. Keep posting and hoping. Keep booking discovery calls with other coaches and agencies. Keep riding the roller coaster. Maybe things get better, but probably stay the same. Option two, book a demo with us. We diagnose your specific constraint on the call. We show you exactly what your rain maker engine looks like inside of your business. And if it's a fit, we build the engine, the entire machine for you in just 8 weeks for predictable revenue, only doing 2 to four hour work days. a system that runs whether you show up or not. And remember, we only take on 20 clients a month. And that's not a pressure tactic. It's a capacity constraint. We build this hand by hand inside of your business with a team that's generated $52 million in results. So, click the link, book in your free demo call, and we'll take it from there.
Client: Chris Dufey Format: Long form Published: 2026-04-07 Views: 105 Video: https://www.youtube.com/watch?v=d2CLgVKjfUw Runtime: 29 min 6 sec (6,450 words) The script, as delivered on camera If I had a gun to my head right now, and someone said, "You can only have one offer." My offer would be to beauty owner, do you know what I mean? I have the system that gets you to 20K a month. Then you can splinter them. If someone's wanting to get to 20K a month, but they're under 8K, that's cool. You sell them into the money method, rather than selling through. But even at this point of contact right now, I would probably run it nice and simply. This is an experiment of an episode. This is giving you a seat in a private consultation as I help a coach be able to build business. Now, I currently charge 4K for a consult, and you get this for free. Why? Because this is going to be showing you and giving you the thinking process, the steps, the frameworks that I use with partners, with businesses to be able to unlock what it is that's holding them back, the constraints that are stopping them from being able to grow and earn more money, so that they are able to be able to build the businesses that they're ultimately wanting to be able to build. And if this episode is helpful, please let me know. I want to know if you want me to keep doing these. I help beauty independent beauty business owners who struggle to grow to get more clients and earn more money. Amazing. How much do you sell whatever it is that you're selling? Now do group coaching for the sort of the the the solo smaller end to get them essentially to get them from around 3 grand a month up to 8 grand a month. Yep. Beyond that at the moment, the only thing I do is one-to-one beyond that. But I want to shift that one-to-one more into a again a a group coaching type thing cuz I found I really enjoy that, get great results, but it's it's that kind of transition from when they're small, I could pretty much cookie-cutter give them what they need. But beyond that, it's becomes a lot more prescriptive, and it's been I've been kind of struggling to find out how to do that as a group rather than the very specific focus one-to-one that up to now I feel like it's taken. So if I'm a beauty salon owner, and let's say I'm at 8K a month now, what is the typical next goal that I want to get to? Like what is it that your clients are saying that they want to achieve? Uh beyond 8K, it's usually it's usually that kind of quarter of a million. So, uh Yeah, let's call it like 25K a month. Yeah. 25K. Yeah, yeah. How much do you sell the group coaching at the moment for? The group coaching at the moment is 800 pounds. Uh about 100 or just straight off? No, one off. About a thousand dollars one off. Got you. The course. Course is designed to last about eight weeks. Obviously, you get some people who take a little bit longer. So, we give them a a four-week grace period to get them where they need to get to and then that's kind of that they're they should have everything in place and be set free. Amazing. Okay, and then let's say I complete the eight to 12-week course and I level what's the next price point I'm moving into? The next price point after that is my sort of three-month one-to-one, which is about two and a half grand. If I finish that three months, what continues on after that? Nothing really at the moment. Okay. I just fall off the Sometimes Yeah, yeah, sometimes people extend it by another three months if they if they feel like they're still, you know, they're getting that kind of level of of value and growth from it. But, to be honest, beyond six months, I'm kind of that's that's kind of it. I'm like I'm out. I'm done. Okay, great. So, is it a case of they've gotten to the result that they've come to you for or is it a case of let let be perfectly honest, I don't know how to get you to the next thing. So, that's where my skill set, that's where my knowledge, that's where my It's it's it's probably more the latter. It's like I've probably got as as far as you can without really kind of getting totally into your business. We've probably reached it as far as we can at that point. And to be honest, that's that's the point I have the most fun in is that kind of 3 to 20K a month zone. Beyond that, you know, you're talking about opening up usually additional salons, taking on much bigger team members. That's not the kind of bit that I enjoy doing. No, look, there's no dramas with that. Like let's say I'm great at getting someone to eight to a few eight figures. Do you mean if someone is like, "Hey, I want to get to 100 mil a year." I'm not the person cuz I have not done that myself and I don't have that skill set or experience. Do you know what I mean? So, I totally appreciate you saying that. So, okay, great. You're You're the dude that takes them from 3 to 20K a month, for example. Yeah. Amazing. What hoops do I have to jump? What is the process that I have to do so that I can give you money? So, the the the smaller program, which you call the money method, that's onboarded via starts by some sort of post and attention grabber. They comment on that. We reach out. Quick message conversations qualify whether they're right for the program or not. Straight from there, immediately send them the the details. Follow up on Messenger usually, and then they join from there. Some people, if I feel like they're right for it but on the edge and a bit wobbly, I might just chuck in a quick 10-minute conversation just to make sure and get any doubts out of them if I feel it'll move them forward a bit quicker. Um one-to-one is 100% done by application process. And then an initial call to weed out the crazies. And then uh follow-up call again just to set expectations, make a plan on that call so we know what we're doing moving forward. forward. And then if they want to move forward after that, it's a a straightforward sign-up and get going. What's the percentage of people that would get onto a call with you that you'd be like, "Oh, this person isn't qualified for the one-to-one?" Probably about 30%. Okay, great. How many applications are you getting average roughly per month right now? Vary up and down. It's annoyingly sporadic for the one-to-one. Yes, could I be more consistent in my own output that I put out there? Definitely. However, when I am being consistent with that, it seems like you'll suddenly get a glut of applications and then suddenly none for a week, 10 days. And then you'll get one, and then maybe you'll get four in a day. That's the frustrating part that I can't seem to quite figure out. It's It's all over the place with the especially with the one-to-ones. Got you. Okay. So, how many Let's say in the last 30 days, how many applications did you get? In the last 30 days, four. Okay, great. Put a big emphasis How many second calls do you have out of those four? Uh all four. Great. And how many closes? Three. Sweet. At at the one-on-one level? Yeah. Bingo. How are you trying to get leads at the moment? How is it that I know that you are alive and that you solve this problem? A number of methods. One is that the top kind of organic one is probably my podcast, Beauty Business Podcast. So people kind of discover that however they discover podcasts. I have a free group online which people tend to find or be recommended into and they come and join in there. Various different articles, YouTube channel that's floating around the web, and then probably the the biggest single draw is Facebook ads. I have a particularly good lead magnet that's out there in the world. It's kind of the only continuous ad that we run. That probably brings in about between 15 and 20 leads. Unqualified leads, but 20 10 to 15 to 25 leads a day. A day? Okay, fantastic. So and in that lead magnet, let's say I'm on Facebook, I click your ad, is it a lead format or does it drive me to a landing page? No, it's a pure lead ad. Keeping it simple. Right. So clicks, name, number, email? Uh we added phone number. But just in the last the last 6 weeks we we just were playing with it and we thought cuz we'd noticed our our return rates on the email nurture sequence that we follow up with had dropped quite significantly and we were we were sort of seeing it don't think it was making it into inboxes. So we're like, what else could we do? So we tested putting the phone number in there. I thought it'd massively make the ads drop, but it didn't at all. In fact, if anything, it maybe made them a little bit cheaper. So we've made we've made that terrible mistake. We started collecting the phone number, but as yet I haven't actually started doing anything with it. It's all right. You're not the only person who have done that. Okay, that's fine. Let me just share something right now. I'm just going to pull up a template acquisition map. So when I think of a coaching business, I think of this is the engineered process that I would kind of want to take someone through. This is very similar to you right now. Let's just think through a couple of things just so we can get on that. So, on the left-hand side we've got lead generation. For you right now, ads are doing the heavy lifting. Yes, we've got the podcast. Yes, we might have some other things, but like as a predictable machine that's bringing in leads, let's just say we've got ads. Uh the next thing, if you look at the three dark blue boxes, we've got VSL funnel, a quiz funnel, monthly event. Now, you've got a lead magnet. Let's just call it the VSL for now, okay? Like we can make some changes to that, but let's just say you've got a lead magnet funnel that's then driving people to book a call. Now, because you are now collecting phone number, which I'm happy that you are, you want to have email nurture and outbound follow-up as the nurturing processes to then get them back into the call. So, you'll see everything is driving to the call application. If they're qualified, then they're booking in a time with you, do you mean? You go through the application funnel, do you mean? One, two, skip a few, collect payment, onboard them into the program. If they do not qualify, then you can sell them into the lower-end program that you're currently doing already through the DMs. I think for ease and just because of the lack of lead flow that you have now, I would probably just be directing everyone to a call application and then divvying them off whether they actually get onto a call or whether you take them through the DM process. Does that make sense so far? Does make sense. Mine kind of works slightly the other way around. I the the lead ads is more to bring people into the the group coaching program first, and then some people who come in there self-identify themselves, usually by saying something like, "I I find I don't work well in a group. I need some one-to-one help." And they kind of then almost they send themselves to the a dollar a dollar send up. Okay, perfect. There's no dramas with that. So, I would say number one is I would continue testing your lead magnet offer, and I would splinter it into what is the offer that's best going to resonate with the market that is between that's under 8K a month and secondly, what is the offer that is best going to resonate with the beauty owners that above eight want to get to 20. So you've got let's just say less than 8K and then you've got do you know what I mean? 8 to 20K offer. So as the second sort of ad that's more with the lead magnet aimed at them. Correct. If I had a gun to my head right now and someone said you can only have one Chris, like one offer, I my offer would be to beauty owner, do you know what I mean? I have the system that gets you to 20K a month. And like that that's a basic premise of it, right? And because then you can splinter them. If someone's wanting to get to 20K a month, but they're under 8K, that's cool. You sell them into the money method. Is that the name of it? Bingo. You sell them into that one rather than selling through. But even at this point of contact right now, I would probably run it nice and simply. That makes sense. I've I've long I've suspected that the the lead magnet I've got although it performs really well in getting leads, it's it's almost aimed at people that right at the very beginning and I've sort of suspected the the reason that it's not been converting as well as maybe it used to do is because a lot of brand new people are coming in and they're almost not yet at the ready even even ready to spend money. So they're under the they're under the 3K a month. They're at the Yeah, that that's sort of under the maybe 1K a month and and sort of like they're looking for the free information. Some of them obviously go to know this guy knows what he's talking about, let's look at the paid stuff. But I'm thinking maybe I need to kind of even lift that lead magnet up slightly higher so it's aimed at people a bit more than I've just literally opened today kind of thing. Okay, great. So I would, if it were me, I would let the creative in the copy of the ad do the heavy lifting for me and I would position it around if you're already here and you want to get to here, this is for you. Are you stone cold broke and you want me to get you some money? Like do you do me like it's not fun doing that. So, let them qualify themselves through what the that actual offer is. One of the first books I used as a lead magnet, which was an amazing lead magnet for us, was a book that I named your first 100 clients. If I had my time again, I would have called it your next 100 clients. Just positioning the difference between what was it going to be? So, I think that's perfect. Okay. How many leads do you have in your email system right now, for example? A little over 7,000. Amazing. Okay. So, why are we not booking leads from that pool of leads that we've got at the moment? What's going on there? Sorry, we did we do. We run So, every 18 days hand raising email goes out to them. Usually a nine-word email, those tend to perform really really well. Just kind of re-picking in there. So, if they've come in, gone through the nurture sequence, dropped straight into the email list and and not taken any action, yeah, every 18 days they get an email going, "Hey, do you still want help with clients? Amazing result. I've just got this for this client. If you want the same thing, start conversation." So, that is going out and actually that does That is probably where the strongest calls come from cuz they've been in the world for a little bit. Yeah, they've been in your ecosystem for a while. Yeah. So, that's why that thing of kind of coming up with a very simple ROI on ads is difficult because they may come in through ads, but then they kind of go around the pool for a bit and and it might be something else that triggers them to to to then take action. So, 100% 100% A lot of partners when I first come in, there there's a sticking position or a gentle argument that we might have, and that's a case of when it comes to attribution, I'm not trying to create a system where it's I run an ad, I get an opt-in, I get them to book in straight away, I get them on a call in 24 hours, and then I sell them. And like this the do you mean the selling cycle is a 48-hour selling cycle. Now, Yeah. we do have that working in some businesses where if you're like it's great, we can turn them around really quickly, but I don't want that to just be if they don't sell then to me and I'm forgotten them forever. If you've made it this far, seriously, thank you. I appreciate you being here, but real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe. Because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. So, a couple of things with let's talk lead nurture right now, okay? When it comes to lead nurture, you said every 18 days they're getting let's say a nine-worder getting sent out to them. Please tell me they're getting something in between those 18 days. Yes, they are. They get They get two emails a week. Okay, two emails a week, fantastic. What are those emails? Like what's the kind of premise of what that system would be? So, one One email a week will be uh pure sort of inspiration drop, uh idea, something they can try. That email doesn't even have a an ask on it. That's kind of pure give. The other email is usually an invite to that week's live training or last week's live training as a replay or telling them about next week's live training that's going on. So, we try to do a live training. I want to say every 2 weeks, but it tends to be more like every 3 weeks. But yeah, so that's kind of a introduce a topic, uh here's why I want to here's why it's important to you, here's what you're going to get out of it, here's an invite to next week's training, get them signed up for that. And obviously, if they do sign up for that, that triggers a couple of extra emails cuz we feel like, well, they're ready to take action on something by doing this. Can we get them to take action sooner by booking a call with us? Okay. My suggestion, and I just say this from what I see working right now, is if we come back to here, I see a lot of coaches do this where it's like um their email system, their content machine is I do a live training every single week and then I've continuously trying to push my lead list, my Facebook group, all of that stuff to this live training. Uh I feel like a lot of them uh missing the mark and probably making life too hard for themselves. What we've seen works really well is have one live training per month. So, that's the monthly event. So, when we come down here, I was like, this is the monthly event that you're going to have that you can drive cold traffic to it, you drive warm traffic to it. But, it's once a month. So, one, it takes a load off you. You don't have to show up and do your jazz hands every single week. So, it makes it a lot easier. However, during the other three weeks of the month, drive them to your YouTube or your podcast and be like, here is the training for this week. like, here is the episode for this week. Here is this high value thing you do not want to miss cuz I'm solving this problem that you desperately have. But, make your life easy and do it through your YouTube and or podcast. Yeah. Okay. Got it. Full transparency. Right now, what we're about to rolling out like with myself, like with the Rainmakers, is there'll be one workshop per month. There'll be 100 bucks to attend. I'm just going to make it some dead easy price. I don't want it to be free, but I don't want it to be expensive. 100 buck workshop to get on to be able to ask, hey, here's what's working right now. Here's this fantastic thing. Go and deploy it yourself. The rest of it is here's the YouTube, here's the podcast. I'm just going to give you my best [ __ ] as we go through this process. And then the email, the content, all of that jazz goes directly to those things. Then those are going to be able to lead them into the sales process if they see fit what that next step is going to be from there. For you, it's just going to be drive to the call, right? So, the calls to actions in your YouTube and in your podcast is drive to the call. Book a call. Yeah. Exactly right. Which leads me to my third thing that I wanted to bring up, which is if I just bumped into you onto the street, I go, Adam, what is it that you do?" You give me your spiel, and then you're like, "Oh, I am a beauty owner, and you know that you can solve my problem." How would you pitch to me to get onto a call with you? Well, I would ask you a couple of questions. You know, what's your current revenue at at the moment? Roughly, how available are you? That's That's a big trigger for a lot of beauty business owners. You know, how much availability do you have? Cuz, you know, if I'm going to help you get clients, I need to be able to know that you've got space to take clients on. So, I'd be like, "Great. I'm starting a group next week, or I'm I'm starting a group in the next couple of weeks. We're going to be working with a small group of business owners. We're going to put everything in place that you need to get to the next stage in your business. If that sounds interesting, I've got a one-page help sheet that will explain everything. Can I send that to you? What's the best way to do that?" Okay, got you. Is there any direct get on a call with me for me to show you X for you to know how to solve Y or anything like that? No. Not at the moment. Okay, cool. Why would I want to get onto a call with you? What's the problem that you're going to solve, or what's the reason why I'm going to make the time and effort to talk to a stranger on the internet? Okay, cool. So, the the promise of the call is we're going to look at what you're doing now in terms of your sales and your marketing, your client getting activities through the lens of my process, which is called Actors. Uh attract, convert, treat, sell, scale, and deliver. We're going to look at it through that. We're going to look at what's possible for you over the next 60-90 days, uh the things that you need to focus on to kind of unblock any roadblocks that are in your way. Awesome. So, let's work on the pitch of the call. Uh and because at the end of the day, last month, you had four calls and made three sales. So, the easiest thing that I want to be able to do is simply going to go, "All right, I just need to get you more calls right now," cuz I'm quite confident that you can then close them and then make more money. Like, let's go from there. So, we're kind of reverse engineering backwards. There's the actual offer to get onto a call. There is the offer to get into your ecosystem list that then gets them the offer to the call. Do you know what I mean? So, it's kind of like we're taking it backwards. So, Yeah. to get people onto a call with you, it's more of a case of kind of how I framed this this conversation that we're having now is, "Hey Adam, uh really simply, what we're going to do now is we're going to figure out where you are, where you're stuck, where you want to go, and what's the straightest line for you to be able to get there in the 90 days. Is that cool? Cool. Great." So, it's almost like to a beauty's owner, "Do you mean get on this call so I we can figure out what problems you're having, where are you stuck, what are the goals of your business, and what's going to be the straightest line uh straightest plan for you to be able to achieve that?" Something along those lines. Most likely going to be of the case, I would love you to think about systematizing your system. Like you said there was the actors method, for example. Try to distill that down to that's really simple for me to grasp and understand that you you have this system. You're I'm not you're not selling yourself, you're selling this system, and I just need to be able to get access to the system. This thing is going to do XYZ. And then obviously in that conversation, you just easily want to articulate how that actually works and to cover a key couple of things. So, to cover those key couple of things, what are the biggest objections that you are facing or what are the biggest reasons why you think people aren't buying your stuff? The real ones or the ones they give me? Um Good You know, good question, but both. So, the the ones I get are usually cost money. It's too expensive, can't afford that. So, the way we deal with that is I always talk about the the big price. I always talk about $1,000 when talking to people. Soon as I get that objection, we throw in there, "Well, actually we don't ask people to pay up front. We get them to pay $100 a week over the 10 weeks that we're working together." Yep. That tends to move that tends to to move people over. Although, interestingly you say this, that is in the the document that I send out to people to cover what the program is. It does say the price first, and then the very next line is literally, "But we have a payment plan." The amount of people I follow up with and then go, "Oh, I didn't I didn't have $1,000 at the time." They literally don't see it. They see the price and they stop. Totally. They They will go blind to it, absolutely. Yeah. The amount of people I've gone, "Did you see there was a payment plan?" They went, "Oh, no, I didn't." And And then they're like, "Yeah, I'm in. Great." So, which is crazy. Some people do say time, you know, they they come back and they go, "Well, how much how much time am I going to need to spend working on this each week?" Usually when I explain it's between 60 and 90 minutes. For most people, I think that's okay, but some people have come back and gone, "Oh, no, I just don't have that time at the moment." Which is kind of always a bit weird to me. It's It's really that. It's And And I guess they never say it, but doubt. Doubt that it's going to work. So, we put a guarantee in place to kind of try and move those people across, which honestly hasn't moved the needle massively in terms of What is it? What's the risk reversal at the moment? So, the risk reversal at the moment is um we have We have an initial 14-day money-back, no questions asked. So, if you come in and you just don't like the sound of my voice on the trainings or or you or you can't stand hanging out with me, just tell me. We'll give you all your money back up to that point. And if after 12 weeks you have So, if you you've implemented everything that we've told you to implement, got to the end of the program, done all the bits, and and are taking the activities, if you still haven't made a thousand dollars more per month after putting all of it in place, we'll either give you that thousand dollars, which is obviously more slightly more than they paid for the program, or we'll work with you one-to-one until you do. Okay, great. So, okay, good. I literally had a call this morning with one business and we've just implemented the what you just said at the latter, which is the risk reversal is achieve X X result by Y time or we'll coach you for free until you do. Now, your risk reversal probably took about 60 seconds to try and explain. It was a bit here, there, and everywhere, and which is why it's just like, let's make it really simple and succinct, which is a case of the the cost of the programs So, is it a case of they're earning a thousand dollars more a month than they are currently? Yes. Okay, amazing. So, you're guaranteeing something along the lines of add one thousand dollars a month of income by 12 weeks in 12 weeks or we will coach you for free until you do. Yeah. Great. Okay, so time. When someone gives you a time objection, what is the solution for that? Honestly, at the moment I don't really have one because the the fact is to do it in the 12 weeks, it's going to take 60 to 90 minutes. 90 minutes per week, is that all? Yeah. Oh, dude, okay, amazing. Okay, so there's no drama there. So yeah, so if they're if they're giving me the time objection there, I'm like, well, there's not I can't do convincing. I can't magic up some extra time. Well, maybe I can, but to me at that point that feels like it's it's an excuse for a no. They just don't want to do it and I don't want to start persuading people. Okay, perfect. So if anything prior to the actual sales conversation, I want three messages to kind of be incepted into them before they get there. One of them is going to be we use the pay as you profit model. You do not pay us a large lump of money straight off the bat because we're not douchebags. We're nice people, right? That could be number one. Number two is you only need to dedicate 90 minutes per week to be able to follow our system. If you can find 90 minutes in a whole entire week How many hours are there in a week? A lot. Do you mean? If you can find 90 minutes out of the 170 or whatever hours a week there is, then you will be able to use our system really easily. And then lastly, we guarantee that you will add a thousand dollars of month income in the next 12 weeks or we will coach you for free until you do. Now, to be honest, you said it was a 800 quid price point for the group at the moment for the 8-week program. You can be selling that through DMs. No qualms, no problems whatsoever. Probably I can probably plug this right now. The first hundred dollar workshop that we'll be doing is actually going through the like what I call the million dollar DM method, which is how we're using DMs just to sell. Do you mean? In one business we're doing over 170k USD a month in just being able to do that. And I'm just going to give the scripting and the actual Google Doc that does the actual sales page as well. Once I've got that to I'll send that through. So just keep an eye out for it. I'll just send it straight through. You're not going to pay the 100 bucks or anything like that, but I'll send that through so you can just like swipe and deploy that stuff. So that's really simple. Let's nutshell this right now, okay? There's four major things that you're going to work on that I would like you to work on, Adam. Let's go backwards. The first one is going to be the incepting them, the cost, time, and trust aspects of your sales pitch. Most likely that just really has to be in the Google Doc that they sent of what the actual offer is. It wouldn't hurt if you sprinkle that stuff in your content as well. Two is going to be I want you to refine the pitch for your call. Why someone is going to get onto a call. Do you mean we just had another call before with JP. His offer that we came to was something along the lines of like get jump on a demo call with me and I'll show you how to add 100k of profit a month. Something along those lines, right? So it's not a strategy session, it's not a discovery call, it's not a profit plan call or whatever names people start coming up with like the change of perspective, the change of angle is I'm going to demonstrate to you my system for how this is going to work to you. That's one angle that you can take. Another thing as well this sidebar right now, a lot of coaches are only having one super mediocre vanilla offer for a call. Change it up. Like literally just put the [ __ ] in a different wrapping and just keep changing your wrapping. So like for the month of January you might have I'm just pushing a demo call. Do you mean for the month of February you might come up with something the 20k plan call, right? For the month of March you might come up with 1k guarantee call. Like see how we're just we're changing the wrapping, we're changing the offer for it? Because the problem is you're getting these you're getting 15 to 20 leads every single day coming in. But, the problem is they're getting offer fatigue because you keep saying the one goddamn same message of this one thing that they need to do. Book a scale session. Book a scale session, yeah. Exactly. So, if if I say no to a scale session when you first offer it to me, if you keep peppering me with that message, I'm just going to crack the shits and be like, "I'm out." Like, "I'm not going to continue this." Third project is going to be the lead nurture process. When someone comes in, I want you to really refine the emails. Don't have to get them on to a live training every single week. Make your life easier. Use SMS. Ideally, you someone give the person a call as they come through. Like, try and have more of an outbounding more of a touchpoint process with them. Number one, the lead magnet offer. Dial in what that pitch is for the lead magnet, which is a premise of something about this is the key pain point you have and also you're the person like you are the person, Adam, in the world that gets beauty owners to 20K a month. Okay. Wrap Wrap that bow around it. Does that help? Perfect. Thank you. Has this been good today? This has been amazing. Thank you, Chris. I All right, appreciate you so much. Do me a favor. Keep me up to speed with how everything goes. Uh I'm super interested and I want to make sure that you're absolutely crushing it. Keep eye with and just flick me a message so I can just send that to you. But, I haven't made it yet so I've got to actually like finish making everything and I'm looking forward to seeing your success, brother. This has been fun. Thank you. I appreciate you. Cheers, Chris. Thank you, brother. Ciao. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Prove it to your bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-07-06 Views: 101 Video: https://www.youtube.com/watch?v=yl7AFUmMLkQ Runtime: 47 min 17 sec (9,514 words) The script, as delivered on camera And so, I would even talk about how important this is. This is my mission. And because I was associated to a mission that was bigger than myself, I was holding people to a higher standard. And so, if my mission was to get a sale, if my mission was to take advantage, if my mission was to hurt, um to make money, if my mission was about me in that interaction, it wouldn't land. But, you know, we we often use this phrase, life supports that which supports life. So, would you like to learn how to sell, how to influence, how to build a business from one of Tony Robbins' top salesperson for multiple years? Now, I know that might sound like a silly question, but I wanted to ask it anyway, because if you said yes, then this episode's with you, and you're going to want to stick with me, because I bring on Eli, thankfully a great friend of mine, but someone I really respect and admire for so many reasons, and one big reason why I want to share with you in the topic of today is how do you sell, how do you influence, how do you do what it is that you need to do, especially when it comes to you being able to build your business, and to be able to increase your income by doing the work that you love, as well. Now, I'm going to be straight up with you before I start this interview with you. Get ready to take some notes. I went back through this interview multiple times to literally take notes, and there is some absolute gold. So, make sure you're going to pick up what Eli is putting down in this episode, as I would love to hear from you after this episode on what it is that that you've been able to take away, because I highly, highly recommend, let's make this practical, I want to at least know what's one thing that you're going to be able to put into play, to be able to use, to be able to get the results that you really want. It's actually started, Eli, because everything that you've been talking about for the last, literally, 19 minutes has been gold before we start this interview, as well. But, I want to say before we actually, uh before I start peppering you with questions uh for the interview. I remember really clearly when you and I had uh dinner here in Bali, literally just down the road from where I am right now. And uh we're sitting there and I was like, "Number one, I think this is one of the most handsome human beings I've ever sat across from." Uh number two, conversation was just absolutely incredible. Uh when we started talking about sales, you were blowing my mind. Like, I thought I had some sort of knowledge about it. I walked away from that conversation being having an understanding that you think in so many different dimensions when it comes to this. And I was just truly fascinated with it. And three, you're just an impeccable human being that I really love and respect. So, dude, uh thank you for being you, Eli. I really do appreciate you. Um I want to start with the viewer right now understanding who you are, because they might not know of who you are. So, dude, in a nutshell, who are you, Eli, and why are you so brilliant? Well, uh brilliant? I'm still trying to live up to that, but uh first of all, thank you for that wonderful introduction. I really appreciate it. And uh for everybody here listening, um you know, I I was voted the quietest kid in school. And I'm the guy that always had those friends that were like really cool, really dynamic, um great with the ladies, and you know, just all the stuff. And I was always just curious like, what makes somebody that way? And I I so many different stories, but I tell you I I saw this dude speak, got him Tony Robbins, and he just talked about this whole idea of creating yourself in the psychology. And I saw him uh do some things in the moment that I just thought were magical. I had already been introduced to these concepts in NLP um before I saw Tony. And when I saw him do what he did, I was like, like, whatever that dude's doing I want to be a part of it and I had an experience there that really changed my life and I didn't want to let it go. I wanted to have a vision I wanted to have something to grow into a vision bigger than myself and he said some things that made a lot of sense to me and so a lot of people go to those events, a lot of people listen to those tapes and those CDs and people get really inspired but he said some things there about standards and about what it really takes to succeed and I took it seriously and I didn't want to let it go and I after the event I harassed the company I called them about 200 times and got a job in sales, worked my way up and eventually became I I sucked at first but eventually I became the top salesperson there and um broke all the records in the industry and all that stuff and have a a bit of a unique process based in um a lot of distinctions in one-on-one conversations from Tony and feedback from him that I've infused back into my uh sales process and so um in a nutshell just a dude who uh learned how to sell by accident cuz most people including myself don't wake up one day and as a kid and say hey I want to be a salesperson but I think we all want to be influential, we all want to be heard, we all want to make a difference and we want to make sure that even in the sales process we're not just regurgitating words off a script, we're authentically communicating powerfully in a way that actually leads people to action that's in their best interest and so um that's what I've been able to do and and now I'll teach other people how to do. Dude, this is amazing. Now I want to go into the nitty-gritty of sales for domain customer acquisition and all that kind of stuff but I want to touch on actually something that you actually just glanced across which was we're using sales in everyday life all the time. Like at the moment I'm literally studying rhetoric uh for a specific reason is because we're doing this in every communication that we're possibly having whether it's ordering a coffee uh with the local barista, whether it's with my wife, whether it's with one of my daughters, do you know what I mean? Whether it's with a current client, a prospect, whatever it is, we're using it in everyday life. So, when it comes to this, Eli, how do we become more effective, efficient, authentic communicators? Like, what's What are the secret sauce? What are the kind of principles that we need to start to understand and then work off? You know, I I think everything is enrollment, everything's influence, everything's this this idea of you hit it on the head, authenticity, transferring. So, Einstein, really smart dude, said everything's energy. And you know, there's there's low energy where you're trying to get something or you're needy and creepy or attached and most people are addicted to yes and they've got a feedback loop where they're so addicted to yes, they place their own sense of self-worth and value upon this word. And I I think at the highest level, what we call it Hila, high intention, low attachment. And so, how do we have this high intention to enroll people into a possibility that one exists without them taking action, but be unattached in the outcome, so that we're still there and can hold space. And in the coaching industry, they talk about a lot about holding space so people can process, but just like in any relationship, if we're leaning in too much, we we create some sales resistance. And so, this process of enrolling people, it's enrolling them in a vision, but it also requires us to be fully enrolled ourselves, as we were talking about before, whether it's a 12-month or a 15-month or a 5K or 100K or whatever, we've got to believe in the value and I think that um sales is really the process of transference. And so, what needs to transfer in this this communication is one certainty, is clarity, because if people are really clear and really certain that what you have is the right thing and now is the right time, they'll most likely find a way to get resourceful enough to do it. And so, a lot of it comes down to and I know that we have some mutual friends with you know, Matt Ryder and those guys and you know, when as we were a couple years ago we were going through some of the the funnels, it's interesting a lead come in from a funnel they'll hear say VSL and they'll hop on a sales call, say their sales guy number one. And then somebody else comes in through the funnel through the same funnel, different sales guy. The only thing that changes the sales guy, all of the stuff before is the same, but 80% of this guy's objections that he gets are money, 80% of the other objections this guy's get are spouse. 80% of this guy's are think about it. And it turns out has nothing to do with the offer or the product or even the the leads of the funnel, any of that stuff. It's this person hasn't been fully enrolled and isn't willing isn't able to have an uncomfortable conversation to hold somebody to a higher standard because he's not going there himself. And so, when somebody says I don't have the money, we justify it. And so, a big part of being a coach, being a leader, and I think sales is leadership, is that we can't we can't teach what we don't know and we can't lead where we won't go. And in order to get somebody to be unreasonable and hold themselves to a higher standard, we have to be able to do that with ourselves in our own life, otherwise we'll justify it and part of us says, you know what, I understand, I get it, makes sense when they have that objection. And so, I think really being a person of influence and taking a stand for somebody means that, you know, as leaders we go first and we enroll people in the possibility, not just on what the script says or what the offer says, but we enroll people in a possibility that that we fully understand. And I one of my favorite quotes in the world is from Ralph Waldo Emerson, he says, who you are speaks so loudly people can't even hear what you say. And you know, when I was doing these sales presentations for Tony, you know, I was going out, they'd jump jump a drop a bunch of us off in a city like a dozen of us. We're door knocking and in my mind we were like Navy SEALs, like out there on a mission to serve something greater than ourselves and I really did believe in Tony. I like of course I wanted to be top sales guy, I wanted to make money, I wanted to be the best, I wanted all that stuff, but really more than anything, I believed in what I had and I really did believe whether I ever met Tony Robbins or not, I believed I could make the world a better place by exposing human beings to the ideas and principles and the experience that I had and I wanted to share it. And because I went to the event with no money, lots of uncertainty, like every kind of challenge in my own life, and so when somebody else said, hey, I've got these this challenge I can't do it, I'm like, oh, that's no problem. And I could really own the objection handler because again, you know, two people can read the same script and get a very different result. Uh two people can go up to a girl or guy and introduce themselves, say what's your name, where you're from, maybe ask the person on a date. One person can get a very different response than the other, not based on what they say, but it's based on who they are. And part of who we are, based on how we're perceived at least comes down to um a lot of aspects of not just the linguistics of what we say, but it's us being enrolled and it's we break it down uh across somebody how they move, their appearance, their confidence, their connection and their intent. And there's there's a lot there that goes beyond the words, but that's about 80% of communication. And so to answer your question succinctly, um I I think we need to be enrolled. And I think as sales people, you have to be able to have um one of my my mentors uh my first original high ticket selling mentor was uh Jesse Elder. You know him? Yeah, yeah, yeah, amazing dude. Great guy. I I was uh I was a fitness coach myself and you know, I was just starting into it. We had this seven figure body thing, six steps to a seven figure body in eight weeks, and I was going through this thing and I really got some distinctions and he said, "Man, you're the top sales guy for Tony. You should probably do this this sales thing." I was like, "You think people would listen?" He's like, "Yeah." Uh but he gave me this concept that really shifted some things about for me um called being care-frontational. Care-frontation. Not a confrontation, but a care-frontation. So, you care you care enough to to sell somebody to hold them to this higher standard. So, you care, but you're not willing unwilling to challenge them. And I think a lot of people lean to one side of empathy and connection and they become weak. And there's other people that have been called to hard close and to dominate and to posture. They're here's what we do. You know, this is how the call is going to go and it's it's this. And I think there's a it's almost like a pendulum. And to find that center, to find that composure, um people need to be enrolled in you. They need as as the leader, they need to be enrolled in themselves, and they need to be enrolled in the process. And so, that's the three things that we really look at when it comes to enrolling. And you know, when you're communicating a big part of it is, you know, how not just what you say, but how you say what you say. There's your capacity to tell stories or have your own story that people align with. And that could be if you're a salesperson, could be your story or it could be the story of the person you're selling for. For me, it was Tony. But my sales really dominated when I can tell my own story. Even when I was on the on the phone call. I might have a a sales call and I could tell the call is going nowhere. And I I'd say, "W- hold up. Can Can I just share something with you personal about myself?" And they always said yes. We call the process quid pro quo. I'd give some vulnerability in order to get some. And there the conversation went from surface to a level conversation. And I'd slow down and I'd connect and I'd change my my tonality like I like I am now. And and there'd have to be this connection. So there has to be a connection to me where I'm firm, a friend, and also empowering. So I'm superior, I'm equal, and I'm inferior all at once. And so this this dance of communication much like um you know, Bruce Lee, the way of no way where he used all the different styles. And so we need to be able to feel into where somebody's at. And as it relates to these things called postures, if you have two people at the same posture, just like you hear on some of these calls, you get on the call, "What's this cost? You know, tell me the deal. I know how this works." And then the sales person says, "Well, this doesn't work that way. You know, you got to do this." And you have these two people butting heads, it's not going to work. Or if you have two people weak or even two people friends, it's not There needs to be this this dynamic change. And so the the two master skills of all masters in communication are sensory acuity, acute sensitivity to connect with where the person's at, and then behavioral flexibility. Mhm. And so changing their tone, their posture, their frame, and finding that little crack. Because if somebody has um signed up for a call, even if they are in another program, even if they are broke, even whatever the situation is, some aspect of their life isn't working. They're not enjoying their life. Cuz nobody who's massively enjoying their life is sitting around watching uh videos and hopping on phone calls with strangers. They're looking for something. And so a lot of times when we're getting resistance on the back end, we've not done our uh work on the the front end, and we've said some things that break trust and cause resistance, and so we don't get beneath the surface. And so it's going to be how we communicate and how we think and what we believe about the prospect, about the offer, about what it can do for them. It's us being enrolled in it, which is ultimately going to allow people um it's going to allow them to trust us enough to to honor us with the ability to make a help people make a decision. That could be one of the biggest decisions of their life. Buying 5, 10, 30,000 dollar, 50,000 dollar program. You know, this is like it's significant. That's I mean that's a lot of money for a lot of people and I've taken people's last dollars with 100% certainty that I knew that it would help them. And but if I didn't believe in the person either and they were in a bunch of different courses, I wouldn't. And so that's that's the balance. Sales is a an old business partner um Taylor Welch used to say, sales is always about helping people do what's best for them. That's the first rule. First first rule. Second rule is you say what's best for people is almost al- always outside their comfort zone. Otherwise, they would have done it. They would have done it. Yeah. You understand that? And the third rule is people will fight like hell to stay in their comfort zone because they're comfortable. And so a lot of times it's their own resistance and as we meet that resistance, we need to be carefrontational and hold them to a higher standard but without judging them. Cuz if we judge them we can't influence them cuz nobody can be influenced who feels judged. And so we need to be able to connect to their their fears, their needs, their wants, their desires, their goals and through that capacity to build trust quickly, we can therefore um gain the gain the ability to get permission to make a a strong recommendation on someone's life. Like direct direction of their life. And so I think that you need to be enrolled and you need to take it seriously. Dude, I absolutely love this. Uh holy As long as That was [laughter] amazing. No, no, dude, that was really good. There's a lot that I want to be able to pick apart from that. But, one thing I kind of want to laser in on was the emotional acuity of the person so that I could pick up on what's actually happening in this conversation. And I what I love about what you also share and you teach, Eli, is it's not about the script. Like, if we use the example of I've been given a script, supposedly this is the seven-figure script. This is amazing. This is so good. The problem is if I'm trying to follow this script, I'm missing what I think could be one of the most important things is I'm I'm listening to you. I'm watching you. I'm trying to pick up on what's happening in the person I'm having this conversation with so that I can have the agility to move around with the conversation to match where that person is. And I love that carefrontation because that is hitting the nail on the head and because I see after listening to so many sales teams calls, they either aren't really listening to the person that they're talking to and they're just trying to follow a process or also that they're not actually asking the questions to really bring out of that person what's needed. And I think what you said with what Taylor shared with you is so important. Like, they're going to fight like hell to stay in their comfort zone. And the reason why they don't have the solution, they don't have the money, they don't have the life, they don't have the relationships, they don't have the body that they want is because what they're doing right now isn't getting them the result and they need to do something different to be able to get that result as well. Uh so, I want to bring this maybe back one step to move forward, Eli, and that's how can we think about the process of the set of steps someone needs to engineer to lead into a successful sales conversation. Are there Is there uh some breadcrumbs that you can leave us for when it comes to what actually needs to happen so that if someone goes into a sales conversation, we've best prepared that person ready to have the least amount of objections to be sold into the person I'm talking to to be sold into the product that they're possibly going to be selling to be sold into themselves being able to follow it and so on. So, you know, it's interesting. So, we need to have um you know, and so everything you can view as a funnel. Um essentially what uh Tony does for companies and what I've kind of uh changed and modified a bit for my sales process is uh essentially what a funnel is or what Tony calls it's a value chain. And a chain's only as strong as its weakest link, but even inside of a funnel or webinar, you can see where people pop off. Um and so, what are those points? And just like a good piece of coffee, it kind of sells people on the next process. So, when you have people in your sales process, initially when at the beginning of your funnel, you need to have some sort of initial pain. Cuz if I said, "Hey, come down this road. I'm a stranger. Come down this road. I'm going to show you how to make money." You're like, "Uh get out of here." But if I said, "Hey, there's some danger down this road. You might want to go the other way." You'll be more listen able to listen to me. Like if I said, "Hey, give me your phone. I need to make a call." You know, you're like, "Who are you?" It's kind of weird. But if you know, you fall down and you hurt your and you're like bleeding on your face or something like that. I'm like, "Give me your phone and I'll call an ambulance for you." You're just You'll just give it to me. And so, sales is kind of a hurt 'em and heal 'em business. When you see like a good advertisement, you see the possibility of how things could be. You've got some FOMO. You've got some fear of missing out. There's some fear, some pain, some boredom they're able to evoke. Um you see something where you have a strong association to how things are and you don't want it to be that way. You've seen the possibility of how things could be and so therein lies the gap. And we we always I always say no gap, no sale. And so I'll often ask people, you know, and it's interesting on a sales call, getting into that gap. Typically when you're on a sales call, you ask somebody, you go right for the pain. Well, what's the challenge in your business right now? What's what's what's going on? And sometimes people will hem and haw. They're like, "Well, I don't know, you know, I just saw your ad. I'm just looking for information." Well, not a problem. Just curious, what's going on in your business that has you out here talking to strangers looking for information? And so we so they're not trying to mess it up. They have a conditioned response to being asked certain sales questions. And so that's one side of it. They're just unconsciously. The other side of it is that especially if you have a offer for beginners, you ask them what's the biggest challenge in your business right now, they're like, "I don't know." And they really don't. They really don't know. So they're not trying to be resistant. With those people, you might want to lead with the goal. Like, "Well, what are you hoping to accomplish? You know, could I ask um you know, they say in the good book, without a vision people perish. So what are you seeing other people do? What are some results you like to have? You know, you get always ask the I think it's the Dan Sullivan question. If you and I were talking 3 years from today, what would have to be happening for you both personally? So you could we want to get a sense of like where are you, where do you want to be, and then what's in the way? And so the nuances of knowing those, we call them clarities. And what I started to figure out as we reverse engineered our own sales process and I looked at my own sales calls and presentations, I'd see that some people ultimately wouldn't buy. I also talked to people that did And I asked the people that bought, I said, "At what point in my presentation or my talk did you know that you were in?" And they told me the exact moment, and it wasn't the close. It was something I said, something I did, or something they said or did to themselves. They were starting to enroll themselves, which is the idea. So, sales isn't something we do to someone, it's something we hold the space for them to enroll themselves into, but we direct them. And we I I created this process called the 10 Clarities, and the example I always give to help people really understand it, uh we we learn great through analogies and metaphors. So, I I give this analogy for people. I say, "Imagine that you and I are talking and you have 10 open doors behind you. You have 10 outs. And I have one closed door behind me that's locked, and you can't see what's on the other side. In this dialogue and through my storytelling or my questions, you begin to close each one of your outs. You close those doors. And if you trust me and I tell you what's on the other side of that door, you're willing to allow me to take you there, and you're willing to pay the fee to see what's on the other side. So, I'm going to tell you what's on the other side. I'm going to tell you what's going to happen after you enroll, when your first coaching session is. I'm going to build as much certainty in your mind to know that what happens after you pay me money, I'm not going to run off. So, I've got to You've got to have a clear vision of what's going to happen, the possibility there, but also we've got to close those doors. And so, one is spouse or partner, one's no money, no's time. And so, I ask questions in a way um for you you have a a fitness, you know, a lot of your people doing fitness sales, but one of the questions I'd I'd ask people if I was on a fitness offer, I know a lot of the objections are going to come spouse or money. And so, oh, you know, you're Sounds like I I read here on your application you're you're trying to lose some weight. What's going on there? Ambiguous. What do you think's causing that weight gain? Ambiguous. And usually they'll hem and haw. I might say something like, well, often times we find that's caused by stress. Tell me, what's the biggest cause of stress in your life right now? Is it Is it a relationship? Like, does your wife know we're on the call right now? Or are we on a secret mission? What's going on? Does she also know this is a problem? Is she on board? So, we might need to get her on the call. She doesn't know. Have you guys talked about this? Does she know that you're here looking for help? But I framed it around stress. Or I can say financial. If you think of these small, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe. Because everything I share here is built for founders just like you. Because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. A lot of times people gaining weight, they're distracted, not so good at work. They're They're going away from something. So, tell me, how's everything at work? How's your financial situation? And so, before I make any kind of offer, and sometimes you get on these calls, and people have said things like, yeah, I'm in a really bad financial spot. You know, and and they're talking about right ahead. So, I'll address it right at right up front. And I'll I could say something like this, well, you've mentioned finances a few times here. Would you be willing to have a I guess kind of an open, honest conversation about your financial situation? Just to see where you're at and if I can help. Because sometimes I can tell you some things right here you need to shift. Scale of 1 to 10, what's your financial situation like? 10 means you pretty much have the money to do what you want. One means you're 100 grand in debt, and you don't know where your next meal is. Like, you're on the street. Where you at? And so, you notice the framing there. I didn't say, scale of 1 to 10, what's your financial situation? 10 means you've got a billion dollars, one means you've only got a million, you're going to say, "Oh, one." Because I want them telling me a higher number. But more importantly, I want them selling themself a higher number so they say to themself, "Oh, it's not that bad. I'm not $100,000 in debt. I'm not on the street." Okay, so you So you So you're not doing too bad. Okay, that gives us something to work with. Mhm. And I I want them coming to that realization, too, that they're, you know, I mean, it's like Look at Donald Trump, for example. I mean, the dude went bankrupt a couple times. He just, you know, love him or hate him, dude has balls. And just like, let's go out, another deal, another deal. And he's just like, relentless. Other people, you know, they lose a couple of thousand dollars in the stock market and they're like, they're hating people, they're posting nasty memes. You can't trust the government, you can't trust anybody. My cousin's uncle or brother gave me this financial advice and I want to kill him. And people just do these things. And so, uh a lot of times you will deal with people that are not in the right uh mental emotional state. And, you know, as as Mother Teresa said, all communication is a loving response or a cry for help. And the majority of communication out of people's mouth is not a loving response. And so, we need to embrace, connect with people where they are, find out what their real concerns are, and walk them through it. And if we ask the right questions, get them fully associated to what's going on, and the consequences of them not getting out of their situation, of not having the skill. You know, I just I say, "Well, you know, I can appreciate that XYZ, money, for example, is a bit of a concern from what you told me. But, what's going to happen if if nothing changes? Mhm. If you just stay in the same spot. I mean, do you think things will just magically get better or or they probably get worse? Yeah, so the real question is, how do we do something about this now? How do we get you the funding, the capital, the credit, whatever it takes, to get you out of this situation so you're not in the same spot next year? That's the real question, isn't it? Because you don't want be in the same spot next year, do you? And so I'm, you know, I'm redirecting them towards possibilities and I'll get real answers. It's like, hey, you know, it's like and we'll dig in a bit and we'll coach them around the process. And so I really do frame it though. You know, when people have resistance or whatever, I'm like, oh, it's it's not a problem. Let Let me see if if what we're doing can still help you. I might I might be able to help you out. So I even say that. Cuz then what I say is framed as helping, not like somebody says I don't have money. Well, that's the reason you need to do it. That's like a rebuttal and I'm making them wrong. And so we've got to make sure that what we're doing is going to hit the right part of the brain. And if it's seen as pushy, there'll be resistance, they'll shut down emotionally. And so we frame it as helping. Or what I often do is I'll I'll set it up as a learning moment. Cuz if I even if I go into a a sales pitch from stage and I they often bring me on as the guy that's going to close the event, the challenge, whatever and I'm there to sell. But if they if they're like, "Hey, Eli is the top sales guy and here he comes and he's going to sell you. Isn't it great?" You know, the the person I'm doing the event with, they think it's great, but the people automatically start to create a wall. And so I'll I'll I'll create some context. I'll say, you know, I've had all these mentors and worked with all these people. You know, let me just give you something. Let me just give you something that helped me out a lot. And then and now they're like, well, they're open to learn. And they're processing information differently when it's a learning moment versus me selling you a moment. And so I could drink this in all day. It's Okay, there's this is really good because I also want to make this practical because as you go through this, I'm I'm I'm going to have to re-listen to this multiple times because this this is an absolute masterclass right now. When it comes to being a person of influence and being able to persuade others. What are the practices that you would want someone to uh create habits upon so that they can create the skills needed to do what it is that you're saying? You know, you have to have an offer you believe in. Mhm. You have to have And it sounds so cheesy, but you have to have a a good relationship to challenge. You know, and it's and it's interesting. Um, you know, a lot of fitness guys, you know, it's like they get really big and strong as and it's like a way to protect themselves physically because inside they've got some emotional hurts. There's a lot If you go to Gold's Gym, there's a lot of these guys, I mean, they're like 300 lbs of muscle and they and they look great, steroided up a lot of them, but it's based in insecurity. It's it's a wall. And some people that wall is fat so that people won't talk to them. And so a lot of people have that and I I think as we're connecting with you So, we've all got walls. We've all got layers like ogres, you know, and and onions and all that stuff. And so I I think it's a capacity to be able to see beyond the mask and know that when we're getting this resistance, we don't get triggered ourselves. You know, because what happens and I break this down in in training, we you know, Are you you're familiar with Tony Robbins' stuff a bit, yeah? Yeah, yeah, yeah. He's got this thing called a triad, which somebody would say is kind of a over simplified model of the internal representation system in NLP as we process information through our you know, our eyes, our ears, you know, we we have a model of the world and a belief system that's based on past references that filter the meaning of the communication. So, two people see the same experience, hear the same words, but they make it mean something about other people or themselves or whatever it is. And so, I I think you know, for me, we need to reframe the meaning. And we need to Well, one of the first things we need to do is we need to have a strong belief system because when two people meet, the person that's more certain will influence the other person. And so, like even when I did the event with Jordan Belfort a few years ago, I outsold him. Um and all these people were like, "Are you nervous?" And I, you know, when somebody asked me that first time, I thought for a moment and I was like, "Nervous?" No. And I thought I was like, "If anybody should be nervous, it's it's all those people. I'm the only one in the room. I'm the only one that actually knows what's going to be talked about. Like I'm the only one in the whole room. It's like it's like if anybody should be nervous, it's all of them." Because a lot of times when people are nervous, they have uncertainty. I know where we're going. I know where they're taking that I'm I've got certainty in myself, in the possibility of those people. And when I would go into rooms, I would condition my certainty because when I would go into rooms initially, like I'm going into companies to sell Tony Robbins' event. But people don't go to work to buy stuff. They usually go there to make money, not to spend it. And so, I'm selling sales people who don't want to be sold. And I got 45 minutes to ask for all their money and 4 days of their life. And I come in, they introduce me, and I'm getting the stink eye, you know, all this stuff. Like, "Well, this guy tried to close me. I'm not effing buying from this guy. Douchebag. I don't need to be motivated." All this type of stuff. But when two people meet, person that's more certain will influence the person. And I knew going into the game that I was going to interact that. And so, some people are delusional. They're not prepared because they're delusional. Hey, maybe this is going to be a lay down sale and they're going to like it. I expect there to be resistance. And I I don't have a negative association with somebody else's resistance towards me. And so, somebody could say, you know, [ __ ] you. I don't like you. You're a piece of [ __ ] and I don't make it mean anything about me. I mean cuz little kids aren't like that. It's learned behavior and I might have triggered them in some way, but because I have a belief about myself and them, who they really are and what's possible in their life and I'm more certain and conditioned. I know that when two people meet, the person that's more certain, so I've conditioned myself to be more certain to more certain and my mantra was always my certainty overcomes their doubt. And so if somebody has doubting me, doubting themselves, doubting the process, my belief was like this person is going to love me and I'm going to change their life. And some people would show up with the belief like you'd see the belief on their face. They're like, this is [ __ ] I don't need to hear what you have to say. And initially I was like, screw those people. But then I was like, you know what? My belief became those people that's learned behavior where they're not believing in anything and so they've got this wall. Maybe they've been let down. And when people kind of give me that [ __ ] you energy, my belief became like this person needs it the most. And so somebody would give me that belief, you know, in their physiology, I don't need to hear what to say and I was thinking, man, this person really needs to hear what I have to say. [laughter] And we're going to be friends, you're going to like me. I'm going to find some way emotionally, like I'm going to get to you. And I want to be dynamic and because I was willing to be curious, I was willing to play, I was willing to have fun and I knew my outcome and I knew even if I didn't get the sale, it it was only because I ran out of time. Cuz I think given enough long enough timeline, I can get anybody. And so I can see the outcome. I can see that I there's no reality where I can't see myself selling anybody. Like as I mean if if I was with the person, they were like my best friend and we're hanging out all the time, it's like some yeah, I got a five bedroom house. If something happened and like from some where reason the person became my roommate or my roommate or something, I'm like that person's going to hang around me enough and I will influence their behavior in some way. So, I've got to have proximity. And to have proximity, there's physical proximity, but there's emotional proximity. And so emotional proximity, where I'm connected to somebody, and when speaking to an audience, I'll often tell a lot of stories just like Ali opened up this podcast. And so stories begin to engage people. Uh a deeper level of connection is asking questions, asking personal questions, asking intimate personal impact-based questions that affect them emotionally, what things are costing them in the right tonality and people will connect. And so what can people do to condition themselves um is really getting associated to your mission every single day. And as I was trying these new things, going off script, uh my mission saved me. Because if you heard like sound bites of things that I said in some of these meetings and calls, you'd be like Eli is a big douchebag. I can't believe he said that. But people felt like I wasn't doing it with the intention to hurt them. And so I would even talk about how important this is. This is my mission. And because I was associated to a mission that was bigger than myself, I was holding people to a higher standard. And so if my mission was to get a sale, if my mission was to take advantage, if my mission was to hurt, um to make money, if my mission was about me in that interaction, it wouldn't land. But you know, we we often use this phrase, life supports that which supports life. If I'm doing something for myself, I'm you know, and then we talk in self-development having self-confidence, self-respect, taking care of ourselves, supporting ourselves, being self-actualized. But if you're in any relationship or any form of communication where you're trying to enroll somebody and all of your communication is about yourself, no relationship survives like that. And so many of us have had the experience, I know you have several times now. You've had the experience having a child or getting married. And you know, if you're a single dude or dudette and you're home you're single and you don't want to go to work. You're like, "Eh, you know, it's just it's just me." And you can just take it easy. But in that same scenario, when you have a wife to support or kids to feed or you know, or if you're a wife and you've got to be the breadwinner, you go to work and you show up because you're not showing up for yourself, you show up for your family. And when you show up for something bigger than you, more of you shows up. When you show up for your community, like I love self-development. I love coaching. I love sales. And there's a lot of shitty coaches and a lot of shitty sales people out there. And so, I don't say that to poopoo on other sales people, but when I show up for the industry, I'm fully showing up for the industry. And so, I can pull a sales coach aside and have a very direct conversation with him that what to some people might take offense to. But I say, "Look, I care about this industry so much and you not really providing value here is a poor reflection of an entire industry that changed my life. And I know that if you're the tip of the spear, if you are somebody's first experience with what you've offered here, it could stop them from potentially buying this person's program and this person's program and this person's program. And so, you have a responsibility here. Can I hold you to this higher standard? You know, and I'll give you some things. I'll give you some insights and I will help you with your program for free to make you better. Or you know, eventually and if I add that value up front, a lot of times those people have bought my stuff or asked me for coaching. They're like, "Well, what's the process you're taking me through?" I'm like, I mean, you know, I'll give some to you and then I'll coach you through it. And yeah, yeah, if you want more of this coaching, you pay me. But I want to give you some things now or you know, you'll see that my mission's bigger than yours. And so, then and then that will plant such a negative seed in your mind. You know, it's like it's like half-assing it on the court when Kobe Bryant's on your team. It's like saying, you know, I I, you know, I'm too tired to work out, and then you see a dude running races that has no legs. You're like, I've no freaking excuse. And so, I think we all need that person to hold us to a higher standard. And so, um that's what leadership is, and that's what sales is. And so, I'm often following people in my own industry. And so, to to finish this loop, life supports that which supports life. When you look at somebody like Mother Teresa or Gandhi or, in my opinion, Tony Robbins, they support humanity. And life supports that which supports life, and that's why they have legendary influence where people remember their name, and they're able to have impact. And if you take some of their messages of a Martin Luther King or a Gandhi, it's timeless. Cuz they're speaking to humanity. Tony's talking about the humanitarian aspect. I mean, I think they'll be studying Tony 100 years from now because of the raw truth and this aspect of who we are emotionally and how we can make transformations by changing our associations to pain and pleasure, meeting our needs, understanding the emotion or the fuel of choice. Like, are we using anger or frustration? How do we cultivate and shift that within ourselves and and create the space for other people to to heal and have their life changed. And so, that's ultimately it. And when I saw Tony at all these events, I was obsessed. And I saw some of those events turning around suicides, my thought became, I wonder if I can model some of those same techniques to turn around sales. And at first, I was just like every other sales people person, what do I say? What's the script? And Tony kind of ripped open the moment. And if you see Tony at an event, a lot of what he says is scripted. It's the same [ __ ] every time. But he connects like no other. And he can modify, and he can change, and he's got this energy. And that that's the most important stuff. Cuz if somebody else takes Tony's same words and scripts them out and says them, it's not going to There's an essence, and there's principles, principle-based leadership, and there's an essence and an authenticity there. And so, that process, to try to answer your question succinctly, it comes through time, comes through repetition, comes through having mentors that hold you to a higher standard, which I'm really fortunate. And for sales people, it comes from listening to your own sales calls. And having a coach listen to your own sales calls with you, giving you feedback. I mean that's and that's not fun to do. And you know, it's and have a coach like break down your calls or consistently breaking down calls and you start to pick up on all those nuances. And you know, we've had people go through my sales course that were really like they were just terrible. And then you see people that are really great communicators, but they don't connect. And so it's it's not just one thing and then it's a little bit different for everybody. But you know, we we want to have basic questions. We want to have good tonality. Uh want to be able to connect authentically. And want to have the capacity to focus on a goal or an outcome. And not be so married to the process because just like anything, you know, if a the cheesy example is if a plane takes off from New York to Australia, it's off track most of the time. And conversations, you know, don't follow a straight line. To model Jordan Belfort, I do like the straight line process of Jordan Belfort. I'm not pooh-poohing him, but he even says like sales doesn't follow a straight line. It goes off and all that, but your capacity to recognize those patterns and put things back into alignment acting in alignment. Looking at our own lives, where we are you know, something you have a significant emotional event triggers us emotionally, then we're reactive and so this concept of alignment congruency most people their words are here, their thoughts are here, emotionally scattered, but you know, it's like when your thoughts, your words, your beliefs, your values, your identity, your goals, your mission all in alignment, it's like something comes through you and your words land differently. There's a there's like a force behind your words and people connect with you. And I think also the people that live in alignment with their values, it's like they become creative and it's like God or the universe says that person is worthy of the bigger vision and gives those people creativity and insight and inspiration and the capacity to serve more because they're worthy of those insights. And so I think it's all earned. Dude, oh my god. This is so good. One thing I had to write down, a positive relationship with challenge. Oh, you could etch that in stone. That's Dude, you're a smart cookie. Okay, this is this has been absolutely brilliant, Eli. I I I adore you. I love you. I mean, admiration. Uh firstly, I want you to aim the listener right now to your podcast because I think that it is an absolute no-brainer that everyone should be plugging uh into themselves. And then how do they get more of you as well, Eli? Where do we go? We have like a So there's the the Everything is Influenced podcast. That's the new jam. Just launched last week. Uh number 24 in America. Nice. Number I think 13th or 17th it got to in Canada. Um Australia, I don't know. Uh [laughter] I don't I don't think I was as popular down under, but maybe this will change that. Um so yeah, so Everything is Influenced podcast. And then I'm at the end of every episode I mention where people can get um kind of my my free ebook as my uh my favorite sales questions at the end and exactly how I use them, which is really great place to start. Um and that's wildinfluence.wildinfluence.com/go. Uh and that will give people my favorite questions and my um kind of the framework Well, the framework that we used at Tony Robbins' company to take people through initial pain, create the gap, install beliefs in them about themselves, about my product, about me, uh to install beliefs in people through a syntax that leads them to a place where they're open to hear the offer. Incredible. Okay. Dude, I'm going to put that link straight in. I'm going to be joining you on there every single week and making sure that goes into my emails. Eli, I appreciate you, brother. Thank you so much. I know you've had an absolutely jam-packed day and you've finished off with this and [music] you're an incredible human being, too, dude. Thank you so much. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Prove me a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-05-29 Views: 101 Video: https://www.youtube.com/watch?v=Xd3rHtTCaeo Runtime: 11 min 58 sec (2,399 words) The script, as delivered on camera You probably saw one of our results post of one coach who did $318,000 in 30 days. One coach did $566,000 with zero ad spend. Or another new coach got 101 clients and he's only got 600 Instagram followers. And your BS detector probably went off. And that's the right direction. Now, if you're a coach and you want predictable 50, 100, even $200,000 a month doing the work that you love, then this is for you. Because you've probably been burned by a business coaches or agencies before. You're probably not growing fast enough cuz this is what we hear every single day with new coaches that have joined us from what they've experienced before. So, as we get breakfast ready right now, I'm going to assume one thing and that is that you are wondering, can I and my team get you the results that you want and is this actually legit? Because honestly, I'm just shooting this for one reason. My girls came home from school yesterday and they said, "Dad, we Googled you on the playground." And I was thinking, "Well, if they're Googling me on the playground figuring out what the hell it is that I'm doing, well, then you're probably going to want to do some research before you book a demo call and even sign up with us." And that's the right thing to do. So, I figured what I'm going to do, I'm going to sit with my Mac right now. I'm going to pull up and we're going to do the research. I want to show you the real clients, the numbers, the stories in the next 5 minutes and I'm going to show you a Google Doc for the stuff that you can't find when you go digging for the research. So, I'll point you in the right direction at the end of this. Because the first thing that you're going to see right now is the results of the clients. There's another coach that in our first 7 days of working together did $100,000 of cash collection and increased his MRR by $35,000 a month. But if you're a newer coach as well, this is for you. Because one new coach joined us and he added 9,000 in 7 days. Then there's another coach that did $12,000 in his first launch. But the results I enjoy the most seeing is the ones where it's impacting the actual life behind the business as well. One of our clients was able to go on holidays, receive his full income while only just barely doing any work while he's away. Another coach here how he's able to have guilt-free time with his family and his business is still running. And then there's other results from really top-tier operators in the industry and really thankfully there's Sharran, the CEO of acquisition.com as well saying that Chris is one of the best when it comes to growing coaching businesses. So I'll pop this link to this page below so you can scroll to get all those warm and fuzzies. But another thing you're probably going to want to do is if you jump onto YouTube as most coaches do and research Chris Do Faye review, what is going to come up? And this is where I want to show you the real case studies of coaches just like you and what they're able to do. You'll see in this one episode one coach was able to add $240,000 in pure profit in 90 days after our one coaching session and you can watch the entire thing for yourself here. And another episode is a consulting session where you get to see behind the scenes of Ask Consulting a coach to be able to get to $2 million a month. I didn't even know this session was getting recorded from his team behind the scenes as well. Then you'll see a live coaching session where we've recorded to be able to share with you where one coach is paying $78 to make $695. We break down his exact funnel, we break down the exact numbers for you to be able to see and be able to use the exact system that we're using with these coaches as well. Then if you jump onto Instagram, you'll be able to see how one coach is getting a 20 ROI. Now, that means she's actually spent last month $4,963 and she's been able to sell $97,000 of coaching. The coolest thing about this is she doesn't want to scale anymore. She's so happy with the amount of clients that are coming in. She's so happy with the amount of work that she's actually doing because she wants to spend the time with her family. Her business is running so easily. Now, if we're just meeting for the first time and you don't know me from a bar of soap, let me introduce myself really quickly. I became a personal trainer and started running my own business from when I was 18 and I built a personal training agency in Sydney. I then moved to Dubai in 2013 and ran a fitness business for 2 years in Dubai. Very thankfully got recognized a young leading entrepreneur as well. Then we moved to Bali because we wanted to be able to have the freedom to live as a family around the world, be able to have the financial freedom to be able to have the freedom to do the work that we want, to be able to have the freedom to live on our own terms. And that's when we moved to Bali, I started to get hit up from fitness coaches. They saw me go from Sydney to Dubai, now I was running an online fitness business back in 2013. And that's when I fell in love with business more than fitness because I saw the transformation of what would happen to someone's life when you're able to have the freedom of a business where you can work from anywhere in the world to be able to earn so much more money and you're not shackled to just being in one place. I then very thankfully grew that business to a multi seven figure company that I recently just sold and I want to share something with you, which is Josh that bought the company, what he said after he bought my company. My name is Josh Vegho. I'm the CEO of the Fit Pro Association and I bought Chris Dufey's company about 8 weeks ago. In the first 2 months of me being the CEO of the business, I actually profited and took home more money than I did in my first 2 years of being a face-to-face coach, which is totally insane when you think about it. And the reason why the handover was so flawless between Chris and myself is because we were obsessed with systematizing every aspect of the business to make it flawless and to make it run like clockwork. All of my team is super happy. We know exactly what needs to be done on a day-to-day, week-to-week, and month-to-month level, and it's working, and it's fun, and we're creating more money and meaning for ourselves and our clients. And then after selling the company, I spent over a year working as a chief revenue officer, working with seven, eight, and nine-figure online coaching and info businesses. I was the dude behind the scenes getting paid up to $25,000 a month retainers per business to build the systems that predictively build revenue. I then took my own consulting offer to a million-dollar run rate in just 63 days. I then built an agency to $200,000 a month in under 90 days. But why I'm sharing this with you is because after selling the last coaching company, I was under a non-compete. That non-compete has now expired, which means I can share all of this with you. If you've made it this far, seriously, thank you. I appreciate you being here, but real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. Because after being behind the scenes, after watching what's worked for so many coaching businesses, seeing what the ones that are doing that are actually thriving, and seeing the ones that just getting by, I was able to be able to have the data, the proven results, the campaigns, the funnels, the ads, the content, the swipe files, everything. And I've been able to now package it to what it is is what do we call Rainmakers OS. This is where we give you a funnel that converts cold traffic into paying clients, an ad strategy that works on small ad budgets and is high profit, automations and AI that now work while you sleep, and a sales process that reliably sells high value clients. It's all done for you, built, installed, and handed back to you in 8 weeks, and you own it forever. Now, I said before I put everything in writing, and here it is, and I'll link to it below for you. This outlines everything for you, the 8-week process, the guarantee that we have, and really importantly, who is this for and who is this not for? Because this is for you if you're already getting great results with your client. You have at least a $3,000 offer, or you know that you're able to create at least a $3,000 offer. Now, this is not for you if you're still figuring out whether your coaching gets results. We're not here to fix your delivery, we're here to scale what already works. With this is not for you if you're just exploring. Please don't book the call, save us both the time. And also, this is not for you if you're just going to argue with the system once we build it. We know that this works, and we're going to help you build, install, and then easily run it. Also importantly, our guarantee, because if you show up, install what we build, you follow the plan, we guarantee that this is going to work. You're going to get the ROI within the 60 days, so that there is no risk for you actually joining. We can offer that because we've installed this in hundreds of businesses, we know what this does. Okay, this is the best next steps from here, and I'm going to make this super quick because we're starting breakfast. So, if you haven't booked a demo call below, I'll pop a link below for you. Now, on the demo call, and if you have already booked it, make sure you show up because there's three important things that we do on every one of these sessions. Number one is going to actually be figuring out where you are, whether you're a starting coach, or whether you're already experienced doing hundreds of thousands of dollars a month of revenue. We want to know what's actually the roadblocks, what's stopping you. Two, we want to know where it is that you want to be able to go because three, we want to put together a custom plan. We don't do cookie-cutter stuff. We work off a one-size-one-fit because we need to figure out what is actually the business that you want to be able to create and what is it that's going to be needed for you to be able to get there to be able to run because ultimately we build, we install, and we can bolt on as your marketing team for it as well. So, we're going to enjoy breakfast right now and we'll see you on the other side. Chris is amazing at what he does. I mean, he will give you that that system that process even to the point where he will give you the messaging or a template that puts out has a such a quick response for people. Chris basically changed my whole world where we were just kind of like leads were very ad hoc. I mean, people would be contacting us through the Facebook group. I would basically bust my ass like a salesman networking meeting people. And then Chris got me um God, I don't even know how many leads into our free seminar funnel, but we had 33 um students go through a 15k course. Pretty much changed what we do in a quarter. So, you guys do the math. I mean, I think we did 250 odd K in sales in about 10 to 12 weeks. I can work from anywhere. Um my business is still growing going from five clients to upwards to 40 now. Um being able to work anywhere in the world is amazing. Um your team has been phenomenal even from I've only been to four, no, excuse me, six meetings within the last 2 weeks and I have increased my sales. I was ranging about one every few, I would say 3 weeks, to at least four or five per week at this point and I've only been in it for 2 weeks. All right, that's it for today and if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications prove with your bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-01-28 Views: 91 Video: https://www.youtube.com/watch?v=D-YqIbuH_40 Runtime: 32 min 11 sec (6,544 words) The script, as delivered on camera In this episode, I'm going to walk you through the exact marketing system we are using to sell over $52 million a year of coaching programs. This is the system that we're using with our partners. So you can set up after watching this episode to have a predictable and repeatable system for signing on five to 20 and even more new clients every month and doing it without being frustrated because you're doing everything right and still struggling to grow without having to post more content, without you needing more followers, without you having to waste more money on business coaches, masterminds or agencies. And all while being able to sleep really well because leads are pouring in and your bottom line is growing. But first, you really should know I had personally made my fortune with coaching, but I barely passed high school. I had no formal training in writing or advertising. I was a special needs class in primary school, and I have no special expertise. I can barely figure the tech stuff out myself. I suppose I'm woefully unqualified for this business, but I doubt I could even get a job at a marketing agency or company. Yet, I have successfully sold my last multi-sewn coaching business. And now this year, our partner portfolio will sell over $52 million a year of coaching programs and I'll personally profit a few mill myself. So whether you're in startup mode and you want to get to 30, 40, $50,000 a month or you're more seasoned and you want to get to 100, $250, $500,000 a month or more, this is going to be for you. Because the only question you as a coach and as a business owner that you need to answer right now is going to be what is the best way for you to get new clients, keep them paying you more and for longer. And that's exactly what I want to walk you through right now. And I know that is a very bold promise. But stick with me to the end and I'm going to show you why I'm so confident in actually saying that. Because in this episode, in this report, I want to break down the two major components that we use to rapidly scale six, seven, and eight figure coaching businesses. The first one is the million-doll road map. Now, I'm going to walk you through our three-stage road map, which shows you the process that we use growing a coaching business from $10,000 a month to $10,000 a week to $10,000 a day and beyond. But the second part is the 8 figure RMAS method. Now, you're going to see the six most important playbooks that we use to generate leads and be able to drive sales. The real truth is why your marketing and funnels aren't working for you right now. Because if I had to take a stab in the dark, I know you're busting your ass. I know you're doing everything that you're told and you're still watching your income flatline. And if you're kneede in webinars, challenges, VSSLs, book funnels, trying to post more on social media and leads are still as scarce as hens teeth. The problem with so many of those tactics is they involve a lot of upfront work. They're tech heavy, require large budgets, they're oversaturated because every Tom, Dick, and Harry have trying to do the same thing. And guess what? They don't even guarantee a damn thing. So the cold hard truth why you and many like you are stumbling into the same brick wall every month is because we are smack dab in the middle of a trust crisis. Skepticism is at skyhigh. Everyone and their grandmother is peddling information and coaching and competition is highest it's ever been. So those strategy sessions, webinars, Facebook groups, Instagram posts, DM ads that you're trying to run that aren't working, there's a reason why they're not working. And there is about as effective as a screen door on a submarine right now. See, I've clocked over 220 hours consulting six, seven, and eight figure coaches in the last year, and they've all had the same problem. And it finally dawned on me that everyone, all these coaches are having this problem because they're not building trust fast enough. So, wouldn't you agree if you had a system that could build trust and be able to get you seen as the person that is actually solved your client's problems that they would be able to sign on with you? But one of the problems stopping you from having that flow of new clients is you're probably still trying to do it the old way. Because if you're seeing high cost per leads, high no-shows to sales calls, conversion rates getting lower and lower, and you just find it harder to sign on new clients, the magic bullet to that is the 7114 rule. See, Google's deep dive into billions of data points showed that it takes 11 hours of consumption over 11 touch points across four different platforms to turn a lead into a client. And that's why we've crafted the RMAS method so you can ramp up exposure, be able to get more consumption of your content to build trust, and then skyrocket your sales. And the answer is not just one funnel. You're not one funnel away, but it's a matrix of six key playbooks that bring together a clockwork process to bring in new clients. And the evidence is in the proof itself. One partner posted that they're doing over a million dollars of profit every single quarter. Yes. Every 90 days there's another million in his personal bank account. Then another coach used this system for over $100,000 cash collected and increase their MRI by $35,000 in less than seven days of starting. Plus, it's working for new coaches with one partner that was able to do over $50,000 of new clients to another coach that was able to do $566,000 of sales in less than 30 days. So, yes, our system works. But before I show you exactly what it is that this no-brainer of an offer is that you'll likely kick yourself if you passed up, you need to know that there are four challenges that are stalling, maybe even killing your sales and revenue growth. See, after nearly two decades in the coaching industry and building a successful coaching company, selling it, and racking up over 220 hours consulting with six, seven, and eight figure coaches, I've pinpointed four major roadblocks. These are the four most common things that you could be saying right now. And the first most common challenge and something that you could be saying is, "I've already got a business coach or a mastermind that you're a part of." And I get it. You've got a coach, maybe even a mastermind. But let me ask you this. If they were the magic bullet, why are you here watching this? You'd be on a yacht lounging off the coast of Croatia perfecting your suntan, but you're not. You're seeking solutions. And our edge is we don't just talk the talk. We're in the trenches every single day actually building coaching businesses. So, sure, coaches and masterminds, they're great, but they often come with a catch. Watered down coaching that's one-sizefits-all advice, endless content that has little specificity, and no hands-on actual insights to help you do what it is that you need to do. The second most common challenge and something you might be saying is, "Well, I already have a team doing my marketing, which in theory sounds good, but unless you've got the right systems and strategies locked down, you're shouldering that hefty burden of recruitment, training, and management, which really gives you more headaches, not less. Instead of delegating and focusing on growth, you're probably in the weeds juggling multiple team members and managing their tasks. Now, if you've hired an ad agency to do your marketing ads as the lore of an agency, seems like a dream, but until you found yourself another casualty of that cookie cutter approach, you usually end up with junior staff on your accounts, a diluted strategy, and less instellar results. Because if you're relying on organic market, it can feel like that you're at the mercy of being the dancing baron at the social media algorithms. And building an ad selling system that can give you that peace of mind is really important. Or if you're saying right now, I'm not 100% sure on what I need to do to actually speed up my sales and growth. I know that's why you're here right now, but I also have a pretty good spidey sense that you've got a voice in the back of your head about a little skepticism that's holding you back from booking a demo call. What if it's just more of the same? Why is this actually different? You're probably asking yourself. So, know this first. If you do qualify in and you don't see your return on investment with us, you get a full refund. That's right. We are so confident that this is works for everyone that qualifies in that we have a full 100% refund guarantee. Secondly, our demo call is designed to show you exactly how this system is going to work inside of your business and answer all of your questions. So, there's no pressure or any hard sell because it's our job to make sure that we can actually help you do. So, if it's not for you, no harm, no foul. And that's why the easiest next step is for you to click the link somewhere around here to book in your free demo so we can show you exactly how this system is going to work to your business. But we need to answer something right now. How do you actually go from where you are right now to the magical place of financial freedom that all of us are trying to get to? As I don't know what your version of financial freedom and security really looks like. Maybe it's being able to never worry about bills and money again. Maybe it's being able to go to Mexico for a month and not work for an absolute minute. Maybe it's being able to do school drop off and pickup and be there for your kids, never stressing about having to work more. Whatever it is, I want you to have it. And I want you to have that marketing system in help that makes that actually happen as well because my aim for creating this report and this training right now is we would like to give you the upper hand that is going to blow your competition away because we're not business coaches. We don't teach theory. Every day we are sleeves rolled up and we work in the trenches building campaigns and funnels and strategizing, scaling six, seven, and eight figure coaches. And we have the data and real world feedback on what works today to shortcut the process for you. So we work as partners working one-on-one with coaches to build and fully customize the marketing systems because we know that's the only way that it's best going to get done. And I know not on all or not all entrepreneurs are ready for the service that we actually offer. But also before we get into it, if we are just meeting for the first time, hi, I'm Chris Dufet. And it was back in 2014 when I started my first successful online coaching business. And from the outside looking in, I was successful, but it was all a lie. I had started in a laundry closet that was a makeshift home office. And back then, I had one daughter with my wife, and she was one year old. And I was desperately searching for clients and I was practically begging people to sign on with it. And I listened to all the different advice that was out there telling me what I needed to do to build my online business. And what really happened was I ended up with a confusing mess of different types of funnels and ideas and just neverending to-do list that had me more stress than when I started out. And it was hard for me to tell where my business began and my life actually was because it was just together an absolute cluster F to be honest. And I didn't have time to spend with my wife and my new baby daughter. And the reality of my life back then was I had an anxiety attack and I thought I was absolutely about to drop dead. So I thought it was a heart attack. I was being a shitty dad because I was missing all the important moments. And when I was there physically, I wasn't there mentally because I was still thinking and stressing about work. And my marriage was on the rocks because I wasn't showing up as the man that I really should have been showing up as. And then finally, one night after we had put our daughter to bed, my wife came to me and we both collapsed onto the couch exhausted and she said, "You're not being the father and husband I want to be with." And for me, it was that wake up moment as she was right. I wasn't being the man and I wasn't being the father and I wasn't being the husband that I wanted to be and should have been. And that was the thing. That was the moment where I knew [ __ ] had to change. And my wife and daughter were the ones that were being hurt out of all of it because of me struggling and straining and not being able to actually succeed to get this online coaching business. my priorities were completely out of whack and everything that I was doing wasn't actually working at the end of the day and it just had me getting more stressed out. So, I knew everything had to change and it had to happen pretty goddamn quickly. Otherwise, I knew my marriage was going to absolutely end. And God knows what would happen with my relationship with my daughter. Thankfully, today my wife and I, we now have four daughters. We now have multiple homes around the world. I don't work a full day and I work wake up every morning. My team is running the entire business operations. I make a few million a year in profit and I actually enjoy the work and what I do and coming here. I enjoy being here and sharing with you the stuff that I know is working in so many of these other coaching businesses that we're working on. But importantly, I have the time and the space to spend with my family, choosing what I want to do when I want to actually do that. And I can confidently say that it's because I finally cracked the code to having a predictable and reliable system to bringing high quality leads and turning into high value clients. And that's what I want for you. But to achieve that, you've got to follow like what I call the governing rules of coaching businesses. See, Mark Ford said that businesses grow in ones, threes, and tens. And in over the last 18 years I've been running coaching businesses, I have known this to be true. See why we've created the fivestage million-doll road map is because it lays out exactly each growth stage that are universal problems and opportunities that you will need to work on and solve to move to the next level. And it's dependent on the actual stage that you're at. Now, this isn't just a road map, but this is more a strategic time-tested system because it breaks down the five core pillars to your coaching business, to my coaching business, to the all the portfolio of coaching business. We work on lead generation, conversion, delivery, operations, and founder. So, let me walk you through how this process works. Between 0 to $35,000 a month, we call this the incubator because it incubates you to be able to use the more advanced strategies to be able to have faster growth. So we call the phase 0 to $35,000 a month in we break it into two parts. 0 to10,000 a month and 10 to $35,000 a month. So most coaches are overwhelmed when they're starting because they don't know what to do. The truth is we all have limited time and energy and you need to be able to work on the only the things that are best going to get you to actually get clients cash now. So to go from zero to 10,000 a month, we focus on the bare essentials to sign on clients and put cash in your back pocket. If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. to lead conversion uh generation and delivery. So, think of it like lead generation is to get leads fast. You need a high converting offer and a 30-day quick win challenge to make sure that you can get clients with zero budget with zero followers. Conversion, our simple conversion playbook is so straightforward. I know a seven-year-old because I've shown my daughter and she's been able to follow it and be able to turn those leads into clients. And three, the delivery, which is launching a hero program, which is the first phase for you to be able to get your clients actually winning, to be able to create a killer onboarding process to ensure that new clients get a top-notch experience and they're going to stay for longer. So, the whole goal here is to get up and running fast and efficiently without draining your bank account, without getting stressed out because then to focus on 10 to 35,000 a month. We focus on those key strategies that are proven startup methods so we can grow quickly but more importantly start then overlapping the next playbooks. So then 35 to 100,000 a month we call the step up and this phase this is about establishing systemized process that we can start having some automation behind as most coaches dramatically change how they feel in their business once they get past that 35,000 a month but they start hitting some key roadblocks. So the main mistake coaches make and why they plateau around this income level is because they aren't able to amplify their leads and sales. Which is why inside what we do to be able to get that 35 to 100,000 mark is we tell our partners to strap on and hold on to the rocket. Because at this level when done correctly you're going to see really fast growth and you're going to increase the number of clients signing on because we need to focus on the four departments for this lead generation which is a DTO direct to offer presentation and a top offunnel framework to actually generate high quality leads. Once we get that working we convert them with a million-doll microwave and the 4P close system. Once we got those new clients signing on, we focus on delivery which start to automate the parts of delivery. So you're not just stuck in delivery the entire time or you don't have teams stuck in it. That really importantly now we can talk highle operations. So we develop a scorecard and communication cadence. So you actually start to feel like you've got a real business growing and being able to operate with you not being there the whole day and you can actually start to lean back. Then the growup stage 100 to $250,000 a month. We actually start to call this the million-dollar myth that I learned from a great friend and mentor, Alex Sharren. And the genius that he taught me is most people think when they get to a million dollars a year that all their dreams are going to come true and it's just going to be sunshines and rainbows. Where the real reality is that it probably feels like your business is actually stuck together with duct tape and string because the business doesn't actually have the systems to be able to then go to the growth where a lot of people get stuck around this mark. And around that million dollar a year mark you typically experience the growth pains that actually need a different perspective to be able to go through. So which is why again like business grows in ones, threes and tens approach is so important because the beauty when done properly at this stage is on the other side of growth is vastly more money and vastly greater freedom. You'll see the weight and burden fall off your shoulders and feel a sense of peace and quiet that you've probably never had in your business before. Which is why we need to have those five accelerators now. really working. So lead generation, we start tapping on workshops and then add matrix to be able to pull in leads at a more systemized and automated rate be have a lower cost per lead conversions. We need to be able to have an ascension model and client system playbook. So you have again systems and automations that can handle that increased capacity with delivery because you've got more clients coming on and greater uh amount of clients on board. You need that client success system to ensure you have a repeatable process that's not dependent on you or a specific team member to have that because if you as a founder can step back and allow the system and team to do the heavy lifting then the business is allowed to grow because with that to happen again you can see how this works together operations is we need to be able to have a hiring process to create and manage scalable process so your team can run the systems freeing you up immensely but then importantly you as the founder This is where we want to have an executive assistant and a 30-day vacation playbook. So, we want to set up you being able to go away from the business for 30 days, not working in it, and it still be able to grow because then when we get to the scale up stage, this is 250 to a million dollars a month. This is kind of like the final frontier before cracking on. This is where we can really turn your business from a $3 million run rate to an eight figure juggernaut. But I'm going to be really transparent with you that I've had a lot of conversations with coaches to actually say, "Do you actually want to take that leap from 3 million to eight figures?" And they say like, "Why would I not want to?" And it's a good question, but businesses typically have to go through a drastic evolution here. And if not done properly, you're going to see your profit margins crash and you're going to see a ton of headaches with you as being the head honcho. Because the five accelerators to go through this leap is we want market expansion. We want to be able to broaden our market to a total addressable market. TAM our uh lead generation and conversion process needs to have that world-class coaching team and we need to have a multiple product suite as well looking at what's happening with profit margins and cogs. Operations need to we have a operating an operator and a head of revenue. So again we need world-class team members but then you also need to have systems behind what are you going to do with all of your money. So the good news is when properly executed you have like this is a leap that few coaches will have but there is the tremendous the thing that you're looking for the holy grail the money the freedom all of that good stuff and feeling like your business is bombproof which I tell you the truth when you get to that point that's the feeling security I think we're all really looking for as well so to be able to make this actually happen and after going through this road map we let's go through the actual like sixstep RMAs like the client on demand method at the end of the today as the best way I can explain the RMAS is that if you've watched the Avenger movies and stick with me, I'm serious with this. Replace Thanos with you being the awesome coach. Thanos wants to take over the world. You want to help plenty of people. Now, where Thanos needs six infinity stones to be able to take over the universe. You just need six playbooks. The ad matrix, DTO, Preszo, new lead microwave, outbound amplifier, the app funnel, and the high converting sales system. But the real magic is we don't have linear growth. This isn't one plus one plus one here. It's when you use them together. When Thanos has five of the stones, he doesn't have the magic. When he has six of the stones together and they're working together, that's when he controls the universe. It's the same thing with you and your business. So without all six playbooks together, you have a frustrated coach working hard and not getting very far. So the key idea to grasp here is start by visualizing the outer edge of what this actual system is. Now, you throw a dollar into this machine. This machine pulls in high quality leads and converts them into valuable clients, right? The result of that is we end up with a stack of cash. You take a good chunk of that profit, you stuff it in your back pocket. That's for you to keep. You take a small amount of that profit and you put it back into that system for us to do that rinse and repeat, creating a flywheel effect, which is why we can create such rapid growth inside of coaching businesses. So if you've got that, then let's actually start to build this thing. So the six systems we use to build and run this is system number one, you need a cold to solold ad matrix. You need a system that gets people that don't know to know you into your sales process. But what's more important is you need the exact messaging and the exact sequencing that needs to be able to happen so that you can get people to stop, take notice of you, and to start to consume what it is that you've got. We do this with a blueprint for setting up your ads quickly and making sure that we can have an ROI structure that fits in for what your actual business and offer is with you only needing a small budget. I don't want any ad budgets are going to make your sphincter tighten up. There's no need for that because system two is a million-doll microwave. Now, this is remember the 7-Eleven 4 rule. This is where we engineer consumption to make sure that we get leads coming through and they're consuming what they need over the matrix of different platforms without you needing to become some social media influencer or pumping out heaps of content. That's not the idea whatsoever because the side effect of you not having this is this is where leads aren't booking in calls with you. This is when you leads start to ghost you. This is when they start to say I have to think about or you get money objections on sales calls because when you have that working system three the DTO preso this is where you have a process to make sure that people know that you have the solution that they're looking for in the way that they want it delivered at the deal that has them feeling like it's an absolute no-brainer. That is what we want and we want to be able to craft that because when we are able to craft a high converting DTO preso for you, that's when sales calls start to absolutely ramp up. But system for the backend amplifier is the game changer because you'll likely start to see a direct effect of leads coming through and they start to fall through the pipeline. You have all these leads coming in, but they're not turning into sales. Why? Because you're not engineering that 7-Eleven for which is why the backend amplifier ties all of this together. Because once we have system five, the coach's app funnel, because look, fun fact, no one ever wakes up ever wanting I want a discovery call today. I want a strategy call today. No, they want a solution to their pain point. And that's why we engineer the app funnel to get them to system six, which is the high converting 4P closing process. Because if you think about McDonald's for example, billion-dollar business built on the back of pimply teenagers because it's the system, it's the scripts, it's the actual process that they're going through that gets a nearperfect result at the end of the time. So I want you to have a coaching process without you needing to rely on agrade talent or paying for really great coaches just going to suck your profit margins down. We want to orchestrate this all together. So my question for you is, do you have the time to figure all this out on yourself? And what if we just built and installed the RMAS method for you? The same one that's responsible for selling over $52 million a year in coaching so you know that it works and we could get it all up and running in less than 31 days for you. So, let me walk you through how this actually works from right now. You're going to click the link to book in your demo. You're going to get a private training walking you through the exact timeline and process for having everything up and running. As I am a firm believer that the law of constraint which says that at any one major time a constraint is slowing or stopping your business from growing. We define that number one constraint. Our job is to define it. Then we build and install the exact playbooks project by project to make sure that we solve that constraint and unlock the next level of growth. We just engineer that process every 30 days to do exactly that. So if you qualify in, we guarantee that you ROI. So there's no risk for you actually booking in your demo call and for you to join. That's how confident we are because what we do is we work with you one-on-one. We do the heavy lifting. We do the work and we take it off your plate because we will refine your high converting offer. We build your marketing and sales strategy. We write the scripts and the frameworks. We build the funnels. We run the ads for you. We edit all the ad creatives. We write the email sequences. We personalize the scripts. We optimize your CRM system. And we have a private Slack channel and one-on-one calls together to fully support you. And we also hold the sales calls and close the deals for you. So, I left that last one as a bit of a kicker, but we literally build and run the entire marketing and sales system for you, giving you everything needed for you to have fast and steady growth whilst increasing your profit margins and reducing the amount of time that you're actually working. So whether you have a team or don't doesn't matter because we'll integrate in with you because we use the word partners consciously with who we work with. We work off performance. Your problems become our problems. Your goals become our goals. And our business is growing your business. Which is why the very best next step is to click a button somewhere around here to book in your free demo. Because all of this is great theoretically, but you need to be able to see it on the inside how it's actually going to work inside of your business. And to prove it as well, let me show you two multi-sefigure coaches and what they've got to say. Hey, my name is Xander Frier. I run a company called High Impact Coaching, and I want to tell you about Chris Tufay. He has to be one of the most knowledgeable uh people in the space to help coaches build businesses. Now, uh I have a $4 million business. Uh we work with hundreds of clients at a time. And uh I've been in the industry for about 8 years. So, I I've been very skeptical uh to work with people because, you know, there's a lot of crap in the industry. There's a lot of uh people that, you know, kind of think they know what they're doing, and then there's people like Chris that actually do know what they're doing. Um, you know, not only does he always is he always up to speed on kind of the the bleeding edge uh tactics and strategies that are working because he's working with the best in in the industry, but uh he also understands the principles, the fundamental and foundational principles that allow you to build a long-term scalable business that can build you the life that you really want. So, if you're a coach, you're looking to scale and frankly build a life that you have a bigger impact and more freedom, don't hesitate to reach out to Chris. He's just the best in the world. I'm not one to put mayonnaise on stories and sprinkle herbs and spices on stories just to spin a good yarn. But Chris Dufet has genuinely helped me and my business to scale past seven figures and beyond. From everything to hiring and firing to systems and operations to amazing marketing hooks that get people into our funnel to hiring closers and setters um verbiage that you say on uh enrollment calls to really having a heart centered business as well. not making it just about the money but also really genuinely caring about clients and customers and staff. Uh if you are considering getting guidance or mentorship from him um I highly recommend him. He's been instrumental in my business. He's an all round great guy full of integrity, high morals and uh I really support him. So the best next step from here is to book in a demo call with me and my team. And so you know how this actually works and what happens on the call. We audit your marketing and sales process. We identify your biggest bottlenecks and we show you how we'd install and run the RMAS method for you. So you get off the call knowing the best steps to hitting 100 to 250k months or even higher. So the worst case scenario is you get the game plan, you see behind the scenes of how we're selling over 52 million a year in coaching. Best case scenario, if you're a great fit, we can build everything out, get started, and there's zero risk because we guarantee you ROI or you don't pay. and we have that 100% guarantee in place if you qualify in. So either way, there's no risk in you booking a demo call. So I'm sure if you're not a great fit or if you're worried about if you're not a great fit, book the time and we'll be able to let you know even before the call. And after you choose a time for your call, we'll send you a video showing you the timeline and pathway for how exactly everything works. And to make sure you're totally comfortable and confident, I'll even share what some of the most successful and top earning in our industry say about myself. As Chiron said, I'm one of the world's best when it comes to growing coaching businesses. Dan said, "Just work with Chris no matter the price." And that was before we even had this no-brainer of an offer. Ron said that I'm one of the best when it comes to building the business that you've always wanted. Xander said, "I'm one of the most knowledgeable in the space for growing coaching businesses." And proof that this is not theory, one of our partners was able to add a 100K cash collected and increase their MR by $35,000 in just the first week. Another coach saying how this is the best thing they've ever seen set up compared to anything that they've invested in to another that just did over $50,000 of sales in just one morning. So, yeah, this stuff works. You've seen the proof. You know that this system is built to help you achieve multi6figure months. And you know that the best next step is zero risk for you to be able to book in a call. So just click the link below, choose a time as we're here for the coaches that want to be able to focus on their genius and have a sustainable long-term growth without all their headaches. So if that's you, choose a time for your demo and I'll see you on the other side. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications, which was a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-02-19 Views: 82 Video: https://www.youtube.com/watch?v=oQCWABewA8s Runtime: 6 min 55 sec (1,309 words) The script, as delivered on camera How do you add over $100,000 in cash collected and $30,000 in monthly recurring revenue in just a single week? I know it probably sounds impossible, but that's why this video is extra important to you. Because here is how we did it. And it wasn't with new ads. There was no flashy launch. There was no discounts. There is just three changes that completely rewired the business. I'm going to walk you through because the first one is this business was already doing pretty well. Leads were coming in, calls were getting booked, revenue looked solid on paper, but the reality really was that growth wasn't clean. Sales were inconsistent. Trust with prospects was shaky at best. And the sales pipeline leaked at every single stage. And it looked like scale, but it felt like chaos to the coach that came to us. And this is where the first lever we pulled was the offer. Because most coaches think that the only way to get more sales is to drop their price or throw in another bonus. And that's wrong. We upgraded the offer so that it was a no-brainer. And here's how we do it. We clarify the outcome. Instead of selling coaching hours, we sold the transformation. We simplified the deliverable so there was no bloated menu. There was just the essential steps to get the result. And then we stacked the guarantees and the risk reversal. So, the prospect felt like the risk was on the coach, not on them. It was a no-brainer for them to say yes to because when your offer is positioned like this, it shifts the buying decision and it goes from something like, should I do this to how fast can I get started? And that one shift alone raised close rates across the board and set the foundation for the $100,000 week. But the second lever was building what we call the binge bank. And this is where most coaches try to build trust oneonone or they don't even know how to build trust and they don't know how to do it at scale. So instead, we created just a handful of content assets that did the heavy lifting for the sales team because most people think that when their sales are not closing on the calls that they need to change the sales scripting, they need to be able to have their reps do a better job on those calls. And that is likely true as well. However, I always want to turn sales teams into bears with salmon jumping in their mouths. And I do that by making the marketing a hell of a lot better. And this is where we can do things such as client case study videos that actually showed proof. Short tear down clips breaking down the actual strategies used. Authority content that made them binge before they even ever booked a call. If you've made it this far, seriously, thank you. I appreciate you being here. uh real quick. If you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. Because when we have this set up, by the time the prospects actually hit the calendar, they're not cold strangers. They've already trusted the brand. So there's no more chasing. There is just a clean inbound demand from people who are already believed which makes sales a hell of a lot easier. Third lever was fixing the leaky points in the sales pipeline. And so this is where we need to tighten up just a few key things that make a massive difference when the show up rates go from 54% to 91%. And I've done a whole episode showing you exactly how to do this with better call framing, confirmation videos, and really important nurture touch points when we are able to have a call flow that is structured in the conversation. So it is being able to have belief built in the three areas where they know they can do it, they know the process works for them, and they know it'll work personally for them. Then we layer on top of that the follow-up. So instead of just checking in, we build a structured valuedriven follow-up that closes the loop on undecided leads. Where most people are now blaming their offers or their ads when sales are flat, the reality of it is the leads are usually leaking inside of the sales process. And that's why it's just fix those revenue jumps without a single extra dollar ad in ad spend. And that's where the result is. $100,000 in cash collected in one week along with a $30,000 increase in monthly recurring revenue with no new traffic, no discounts, no fancy funnels. There is just a better offer, scalable trust, clean sales pipeline. Like seriously, this is what I want you to take from it. How can we do $100,000 cash collection? How can we also then bolt on $30,000 of monthly recurring revenue in just seven days? It's literally these three things. a better offer, scalable trust, and a clean sales pipeline. They're the things you need to be able to focus on because the lesson I want you to walk away from this is you don't need to work harder to scale. You don't need a new funnel or a viral ad campaign. You need an offer that's irresistible, a system that builds trust at scale, and a sales process that does not leak. I've said it a couple times. I'll say it again because it's so goddamn important. You just need an offer that is resistable. You need to be able to build trust at scale and you need a sales process that does not lead. That is how we are able to do this. That is all you need. And if you want to be able to see how this would work inside of your business, click the link somewhere in the description. Book in a free demo call. This is where we'll break it down for free step by step showing exactly where the leaks are in your pipeline and how we would actually fix them. Worst case scenario, you take the plan that's probably better than most coaching programs you've paid for. You run with it, you do with it yourself. Fantastic. Best case scenario, we are able to build it for you. It's up and running in just a couple of weeks. You've got leads coming through, sales getting made, profit in your bank account, and you've got a reliable business that you're actually proud for. It's that simple. All right, that's it for today. And if this did hit home for you today, and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Would be your bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode. [music]
Client: Chris Dufey Format: Long form Published: 2026-01-12 Views: 79 Video: https://www.youtube.com/watch?v=y89b0O82GAc Runtime: 14 min 19 sec (2,961 words) The script, as delivered on camera If you're stuck at $10,000 a month, or hell, if you're stuck at any revenue point right now, this might piss you off. Because when I first realized this and had the epiphany of how easy it is to be able to actually grow your info business, everything opened up, everything became easier because everyone's trying to sell you right now funnels and ads and content plans, but the truth is none of that actually matters if you're working on the wrong thing. Now, I've been able to sell a multi-figure coaching business. I've been able to launch a consulting offer to a million-doll run rate within 63 days. I then got an agency offer up to 200,000 a month within 90 days. And the biggest thing after being behind the scenes of some of the most profitable and successful online coaching and info businesses is that there is just one simple thing that you need to be doing. So, when it comes to whether you're at 10,000 a month, whether you're at 50,000 a month, whether you're at $250,000 a month, but you want to be able to grow more, if you're plateauing, or you simply you're just not growing as fast as you want, this is what I want to be able to take you through. Because if you just stick with me just for a couple of minutes, you will realize how simple it is for what it is that you need to do to be able to grow your business without tearing your hair out, without working crazy hours, and for you simply to be able to wake up each day, have a couple of things that you need to be able to do that's really clear for you to be able to follow through on, for you to be able to then make sure that you're just moving forward from there. Now, before I actually take this through, I think there's three really important things that I want you to avoid. Now, I made these mistakes. So, I'm being the person that has definitely been there, and I have helped hundreds of coaches and info businesses go through these. The three biggest mistakes that I'm seeing right now is number one, what I call random acts of marketing. This is when you're doing your content. You're shooting reels. You're building funnels. You're getting lead magnets out. You're stir you're turning different ad campaigns on. You're getting different email sequences run. Then you think about how can you put AI into all of this stuff. But there's no plan. These random acts of marketing are a complete waste of time and are only going to be slowing you down if not stopping you from growing your business. The other one is just simply working on the wrong thing. Now, the simple process what I'm going to be able to take you through in just a second is going to be ensuring you can find you can pinpoint the key problem that is slowing your business growth down. Once you are able to properly diagnose and pinpoint what that problem is, it's simply a matter of the fact of being able to install the right solution, install the right system, install the right what I call playbook so that you have that problem go away and then you're able to see your business grow and then you move on to the next problem. So this is what we call the precision cycle where you just diagnose the actual problem. You then you install the right playbook. You optimize to make sure it's actually working and it's being able to do its job without you being able to actually be there. And you simply rinse and repeat. Because remember, and this is a slight tangent right now, but remember, business is problems. What we need to be able to do as business owners is embrace problems, but we need to embrace them to be able to solve them to move on to the next problem. If you're facing the same problem over and over again, you're doing it wrong. Now, really quickly, the third biggest mistake. So, there was the random acts of marketing. There was the working on the wrong thing. Then there's the Frankenstein effect. Now, we see this all the time when we come into a coaching and info business to be able to help grow them. We'll go through a bunch of their we'll go through their CRM, we'll go through their funnels, we'll go through their ads, we'll go through their content, and it's just a Frankenstein effect of all of these different like stitching together and duct tape and string that's holding this business. and they're they're taking do you mean some info and some insights from this one business mastermind then they've watched a YouTube from their guru and they're using this thing over here. All of these different things just end up being like too many cooks in the kitchen and there's no cohesive plan for them to be able to follow which is why I want to be able to take you through what I call and what we use is the 10K a day plan. So this is the road map to be able to go through. It's a really simple process and I want you to be able to walk away quite literally from being able to join me and watch through this and for you to be able to realize what is it that you need to be able to do. So, I'm going to go through this process. This is something that we use directly with our members so they can go through it, but you're going to be able to figure this out pretty simply. You're a clever cookie. You're here with me and if I can understand it, god damn it, you'll be able to understand it as well. So what I want you to be able to realize is at the very start the foundation even if I let [snorts] me just zoom in for a little bit for you. If we look at the foundation our startup okay these are the absolute eight core playbooks that we must first work on. So when somebody comes in and joins into the circle these the first eight things. I don't care if you're at 10,000 a month or if you're at 100,000 a month. We're still going to be focusing on these because once we have this foundation properly set, growth just becomes mechanical. It becomes so much easier for what it is. So, you might be asking, Chris, well, what the hell are these uh eight core playbooks that we need to go through? Let me go through these step by step. And as you go through, so you can see here, we use a self-evaluation process through this. So we know exactly with each member what is the key next step that they must be able to work on. So it makes their lives incredibly easy. You'll be able to figure this out and you'll be able to do this as well. So let's say number one, your resistable offer. You can even see here the question, do you have an offer that people feel dumb saying no to? Okay. If you don't have that, then that's something that we need to be able to work on. It's going to be a red. Do I mean? So it's not going to be something that's going to be a green content that captivates. Do you actually have content that is attracting in the right type of people that you want to be serving and getting them to realize that you are the person that potentially even has the solution for them? Copy the converts. When people are coming into your process, into your ecosystem, into your sales process, are you actually able to convert them? Fast cash campaign. Do you have a repeatable and reliable process to continually bring in leads and turn them into clients every single month? DMs at close. Are you able to pe put people into an automated process for you to be able to take them into the end sales process or to at least then be able to make a sale? Ads at scale. Pretty obviously this one. Are you profitably able to run ads that are going to be able to get people to bring people that don't know you to know you into your sales process to close? Tracking and optimizing. you have some idea about your numbers and being able to look at at the end of every week and especially at the end of every month. Understanding what is actually going on with the key metrics inside of your business so you're not flying blind. And then what we call the free dimension which is are you actually having a crystal clear plan on what it is that why essentially why are you running this business in the first place? What is freedom to you? Because freedom is a big value for me. It's a big value for so many of the members that we serve. It's so many important values for so many business owners. But what is it specifically to you? And more importantly, well, as equally as important, is your business actually giving you and ensuring that you are going to get the freedom that you want at the end of the day? If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. So these are the core foundational steps that you want to be able to focus on to ensure that you actually have everything together so that we can then start building upon it because you'll see then we start adding 30 to 100k a month and then going from beyond. Now a really important part we don't need to go through all of the playbooks. I want you to understand the core foundational aid to start off with. And there's one more important thing I want you to understand which is actually the five core departments of your business which is lead generation, conversion, delivery, operations and what I call founder which is making sure that you the founder and actually the person running the business is being able to have the life that you want and your business serving your life. This is why when you look at the key playbooks underneath founder there's the free doom engine. I've already explained that vision mapping. Are you crystal clear with the vision about your life, all the different areas of your life and especially inside of your business? Energy management. I don't worry so much so much about time management. I worry about energy management so that your mojo so that you wake up every day actually feeling excited about your day, your business, and what it is that you do in your life. Identity calibration. This is an important one because I've got a little bit of a saying that I hung home pretty often, which is identity eats discipline for breakfast. And what I mean by that is so many people think you need to be disciplined, that you need to be really regimented for you to be able to have to achieve what it is that you want. However, if you're able to actually create the identity of the person that is naturally going to achieve and have the things that you want, well, then it's a hell of a lot easier. So that's where we actually changing are you the person like you got to ask yourself you got to answer are you the person that is inevitably going to achieve what it is that you want because if you're not that's where we need to work on identity calibration. Then there's money and wealth systems which is going into the case and point of do you actually have the processes the systems the ability to actually not just make money but keep money and grow wealth so that you're being able to create true financial freedom. Then there's the 30-day vacation, which I believe is you should be able to walk away from your business every 30 days. Sorry, not every 30 days. You should be able to walk away from your business once a year for 30 days and still have the business grow without you being there. And then there's time and capacity design, which is making sure that you put the bow on top of everything, which is making sure that you have the exact time for you to do what it is that you want in all of the areas of your life. So, the point of me wanting to share this with you today is most fail because they're guessing. And you need to be able to have a process, some sort of process. You can use this process. I use this process. I use this process with my members because it's goddamn rinse repeatable, reliable to be able to work. But do you have a process to ensure that every week, every month, every quarter, you're able to know the exact thing that you should be working on? Because you shouldn't have a big long list of to-dos. You should have just a couple of key core things that you are focusing on and knowing that when you solve that, that is going to be leading to the other metrics. That's going to be leading to the bottom line growth of your business, which is making more money, increasing more profit, being able to get better results with your clients, giving you more freedom in all of your areas of financial and lifestyle freedom, and making sure that you don't have broken processes or especially you're not actually scaling broken parts of your business at the same time. That's a really important part for you to understand. Now this is just one part of three important what I call engines that work together because there is what I call the rain makers growth OS and a part of that is we need to be able to have the actual growth road map. So this is a part of it. Then there's the precision cycle but then there's also the process engine that's a part of it as well. When you're able to know exactly what it is that you need to be able to work on, when it is you have an acquisition system that brings in the exact right type of clients, is able to sell them into your programs and has you nothing to do with it. Once the system set up, it is selling 24/7. Once you have a process for you to deliver to your clients in the way that you want to actually be working that actually turns your expertise into financial freedom in the end of the day and has the operations of your business running really easily. So it's not like you're hurting cats because you've got all these team members but you've just got a little bit of systems, you've got a little bit of automation and you've got AI backing this together. God damn it, it's a hell of a lot easier as well. So, I know it's better to actually show you than tell you. So, if you want to be able to see the actual full breakdown of how the system works and to be able to see all the details to how you can install this into your business, what I'll do is I'll pop a link below for you to be able to go through it so you can make sure this works. But most importantly, make sure you have a process to know what it is that you need to be able to work on. Because sure, you could go be buying courses, joining masterminds, listening to podcasts, watching more YouTube videos, all of that stuff, but if you don't have this, honestly, I think it's just lame because you're just going to be working on the wrong thing, and that's a waste of time, energy, and that's a waste of life. So, anyway, see how the entire system works together. Hit the link below, and I'll see you on the other side. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Would be a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-07-27 Views: 77 Video: https://www.youtube.com/watch?v=j2WAC4mRwjs Runtime: 19 min 34 sec (3,819 words) The script, as delivered on camera Do you have a system in place that is going to be able to get people that don't know you to know you and then into your ecosystem into your sales pipeline? I don't want to toot my own horn, but now we've cracked the code for having a system to be able to bring in quality leads and turn them into high value clients. And I want to show you right now the best way to hit a consistent 100 to 250 to 300,000 or more a month. And it's a little hint. It's not posting more content. It's not trying to be like Hormozy. It doesn't require large budgets. And it's not you having to hire another business coach or join a mastermind. Because if you're frustrated because you've been using tactics like webinars or VSSLs or challenges or book funnels, lead magnets, or even Facebook ads aren't working for you anymore, then know that it's not your fault. Because in this episode, I'm want to break down the exact marketing system that we're using to scale six, seven, and 8 figure coaching businesses. Now, this is a part of the road map that takes you from 0 to $10,000 a month to $10,000 a week to $10,000 a day. Cuz let me break down the math. $5 per lead into $100 per application. $1,000 to actually acquire a client. Now, if you can have clients paying you $2,000 a month, so they're worth $24,000 a year and we have 150 clients, that is $3.6 million a year. That's $10,000 a day. That is the math. So, let me now show you how you can potentially actually make this happen using our automated RMAs method. Because to actually give you a backstory, this all started in a sauna uh at 6:00 a.m. with me standing there with my jaw on the floor. See, I was doing what I think all us entrepreneurs are told that we have to do to excel. We're supposed to be doing the sauners and early morning ice baths, right? Literally what I was doing. And while sitting there with sweat dripping off me, Simon, an early30s coach and I got chatting and mostly talking about nothing. But then he said, "I'd give 10, heck, $20,000 just to go through your Google Drive." I went, "My Google Drive?" He goes, "Yeah, look, dig, treasure hunt, poke more, swipe, take everything I need." And I was like, "Well, why $20,000?" I think I was a little bit shocked at the amount to tell you the truth. I'd never thought about it. And he goes, "Well, one new client to me is worth $5,000." And he goes, "Well, hell, if I just got one new client a week from it, it's worth every cent of me being able to go through it." And so I went back to my MacBook and I went back through my Google Drive and I went through everything. And he was right. There was a fortune of information in there. Quite literally, it was a treasure trove of all the IP, the winning funnels, the ad campaigns, the emails, the content, the copy, the unusual strategies that worked, all of the things that didn't work, so we know not to do them again. all of the magic tricks that we've used to be able to scale six, seven, and eight figure coaching businesses. And I was like, well, anybody trying to actually grow a coaching business would kill for all of this. And they would spend happily 20 years trying to accumulate all of the information of knowing what's working, not working, the actual data. And so this is what came about to me literally walking you through right now, sharing with you the system that we're using. Because after piecing all of this together, we have the data. We're not business coaches. We're not trying to do the circle jerk business coaching thing. We want to be sleeves rolled up actually building businesses in many different niches. And we get to see from the actual real data what's working and what's not working, which is why I'm so confident in actually sharing this with you because this is exactly what we're using right now. And so we've broken this down into six key playbooks. Now, the way to actually think about these playbooks and how this works together is if you think about the Avengers movies. Okay, so there's Thanos, the dude that wants to like take over the universe. Now, let's actually replace Thanos, uh, the bad dude. Let's replace him with you, an awesome coach wanting to impact tons of people, doing your zone of genius, doing the work that you love to be able to do. Now, where Thanos needs six infinity stones in his glove or whatever the hell that you call it, he needs six infinity stones to be able to like rule the universe, right? Well, you only need six playbooks to grow an amazing coaching business. You only need six playbooks to have an acquisition system, a marketing and sales system to bring in leads and turn them into clients like absolute clockwork. And so, I want to walk you through what these six playbooks are right now. The first one is what we call the cold to sold ad matrix. Now, this is where you need a system that gets people that don't know you, so cold traffic to know you and into your sales process. But what's important is you need to be able to have the exact messaging and really importantly and the sequencing that is going to be able to set you up to be an authority in the marketplace and then get to people and to get people to take notice of you and then be able to maximize the actual conversion percentage of them becoming your client. And we do this as a blueprint and being able to know the exact right campaigns to be able to run as well. So when you look at the ad matrix, we've seen all before the kind of uh top of funnel, middleunnel, bottom funnel. Let's just focus just on the top ofunnel stuff because this is what we with a partner with a coaching business. We first crack the code to the top of funnel because that means we have a system whereby we can go to people that do not know you. Cold traffic, very large amounts of people that do not know you. Then what we want to be able to do is to be able to get them into the actual sales process. And I'll explain that with the rest of these systems and how they all combine together. And one more thing super importantly, uh where Thanos has the six infinity stones. Now, each infinity stone, each playbook is powerful. It's good by itself. But the thing is there's a linear effect where he puts all six of the infinity stones together. Suddenly, it's just he can rule the universe. I mean, if he has one infinity stone, he can't rule the universe. where you have one playbook that might be working, you can get some okay results. And so it's not this one plus one plus one linear trajectory of being able to grow your business. What we see time and time again is when you have all six of the playbooks working together, you get this hockey stick effect. You get this uh exponential growth to your business. And we do this by starting with a small budget. So nothing is going to tighten your sphincter more by stressing about you having to have a large ad budget right now. I don't want your sphincter closing up worrying about that. That's not the case whatsoever. What I want you to understand is we just need to be able to get a couple of things working together. One is the actual targeting of your ads and which is why we start broad and have a couple of different campaigns to begin with so that we can actually have the right message but in front of the right people as well and then it's about the sequencing as to what messages they're seeing and what steps they have to take after it. So this is where I want you to think about right now. Do you have a system in place that is going to be able to get people that don't know you to know you and then into your ecosystem into your sales pipeline? Because that goes to our second playbook, which we call the million-doll microwave. So remember, we were just talking about cold traffic. Okay? So they're stone cold. And what do we need to do with people that are stone cold? We need to warm them up. So we created a microwave. So, you got to think about right now how many people have before uh even if you've not run ads before and just done organic content, either way, organic or paid, people have seen your stuff, okay? Maybe they've even engaged with it, they've liked on it, they've commented on it, they've hit the follow or subscribe button, whatever, but they haven't become a client. Now, what typically happens is they might see your stuff, they might even engage with it, but then they fall through the cracks. And what we need to be able to do is we need to warm them up even more, even faster and have a process whereby like a proven set of steps that can easily be bolted into your business so that we can get them into the next steps that are necessary. And again, these systems all work together. So if you don't have this set up, you're likely to be getting leads, but you're not getting booked calls, you're not getting sales conversations, and you're definitely not being able to see the amount of sales that you want as well. Because another side effect of not having this set up properly is prospects start to ghost you or they start to get on calls and they start to say, "Oh, I have to think about it." Or they've got some sort of money objection and you're starting to see that your conversion rates are going down and your cost to acquire a client start going up. So, both things we don't want to see. We want to flip those around. So, that's why it's important to be able to have a microwave. But, if you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. It goes into the third playbook and you'll start to see now how these all need to work together. The third playbook is what we call a DTO preso. Now, what do you think would happen if you could be able to get your prospects to number one know that you are the dream solution for them? Number two, that you do it and you get them their solution in a far superior way compared to your competitors. And then three, what do you think would happen is if you could have them know that it's a great deal for them to be able to work with you and be silly for them to pass up that opportunity. What would happen? I think your business would absolutely skyrocket because there is a marketing message that when packaged together into the best way to fit your market and to fit your model is going to be absolutely one of the key critical components, one of the key critical ingredients uh to a successful business right now. Maybe I'm just hungry and I'm using a food analogy. But anyway, without a high converting DTO preso, what is going to happen is you'll struggle with actually having the other uh five playbooks work together as well. And you'll struggle because you're probably making prospects go through too much, jump through too many hoops to actually get to a point where they are going to become a client. So, we've done three playbooks. Fourth playbook is what we call the backend amplifier. Now, most coaches, so chill out, most coaches freak out when I initially start to explain this to them. Uh, but you don't need to because yes, maybe there is some complexity there, but gone of the days are running a Facebook ad to an application and getting someone signed on one or two days after. I just don't think that really happened so far. Or essentially, I don't want to have to rely on that to be able to grow a business. I want to sleep well. and I sleep well knowing that there are backup systems that there is a matrix of a process together to amplify conversions. And so the way that we do this is the back-end amplifier is really about how are you able to have more of a personal contact, more of a way for your prospect to feel seen, heard, understood, and have that likability with you and your business as well. because you'll likely start to enjoy the direct link of seeing of somebody becoming into your ecosystem, opting into your stuff to then going into your actual sales process as well. And this can be done through phone calls, through SMSs, through emails, through DMs, ideally with all of them actually working together. And with most coaches, let's say if you're under the let's say if you're under the 50,000 a month mark, I actually believe it's probably best for you you you to actually be in this process doing that heavy lifting, doing that actual work so that you can have a better understanding of your prospects to be able to get that data. So then you can start building out the processes. Unless we're building it for you, then it's going to be a ton easier. But then once you've gone through that process, it's really easy to hand to a VA or a team member to be able to get going. So then once you've got that nailed, there's two more playbooks that we need to be able to connect together. And that is going to be uh the next one is the coach's application funnel. Okay, so this is really important because there is a fun fact right now. I want I want to know if you agree with me. Fun fact. I believe no one has ever woken up and said, "I want a discovery or a strategy call with you today." I just don't think people want that. What they want is they want an easy, simple, quick, effective, uh, reliable process to solve the problem they have right now. And this is why we get really granular and we do the work on crafting the ideal loft offer ideal offer and then into the process that gets more sales applications. Higher show rates and then higher conversion rates on those calls as well. But really importantly being able to do that without you needing some unicorn of a salesperson having to do it with you. So whether you're going to be having the sales conversations or you have another team member to be able to have those conversations, you don't want to have to rely on, okay, so this is typically what happens. A coach will say, "Well, when I'm on sales calls, do you mean I convert at 80 90%." Well, no Sherlock. Do you know what I mean? Like you're the head honcho, you know, all of that stuff. For you to be able to grow a business that can work without you, then be able to grow and scale because typically most coaches don't want to be banging uh sales calls the entire time. You need to transfer that skill, that ability, that system, that process to have somebody else to be able to do it. Which is why we set up the application funnel correctly because it does a lot of the heavy lifting to go into the six playbook, which is what we call the high converting 4p closing process. So again, I'm going to link these analogies together. I'm using more food analogies. Stick with me. Think of McDonald's, okay? It's a billiondoll a year business built on the back of pimply teenagers. It's the system. It's the scripts. It is the actual process and steps that their employees follow that make it near perfect and the exact same all over the world. Now, we build your process so you're not having to rely on A-grade salespeople that are probably going to just take a chunk of your profits and because you have to pay them uh such high commissions and it's just a recipe for disaster having to rely on unicorns to do any part of the process. So what we need to be able to do is we need to be able to orchestrate the sales system which is really do you have correct preparation as into does the prospect prepare properly and how do you get them to do it and actually wanting to prepare properly. Do you or your salesperson prepare properly for it? Then there is actually going to be the persuasion side of things and how do you properly persuade and really ideally have them feeling comfortable and confident that you are the right solution for them and being able to tackle their actual uh objections that are going to be setting it up. So, when you have all of the process going together and you really simply if you're able to actually just take somebody through a natural conversation and to be able to make sure they're a really good fit, you're able to answer all of their objections and you're able to give them and transfer the confidence that you and your team have to ensure that they are feeling that yes, you are able to solve my problem. I am more than happy to give you money, my credit card number right now because I know that this is going to be a win. then that is when we're going to be able to profit. So the two key questions for you to answer right here is number one, do you have all six of these systems built and are they working? And number two, do you know the metrics and data behind what is actually happening as well? Because this is really important to understand right now if you go and look at these six playbooks, you might do a traffic light scenario. So red light is okay, I don't have the system or the system's really not getting me the results that I know it needs to. Orange light is I've got the system there, but it's not optimized. It's not doing great. Green light, I've got the system, it's doing everything. I know I can sleep well. That it's going to be working around the clock. Look at each of the six systems and give yourself red, orange, or green for each of them. And then the idea is and this is what I can't answer for you right now. Obviously in this format specifically individually for you is what is the biggest constraint? What is the most important thing that you need to work on next? And by solving that next key constraint, it makes everything else easier and more effective. And then we just rinse and repeat through that process. This is exactly what we do with all of our six, seven, and eight figure coaching businesses. We just rinse and repeat that process. We diagnose the exact constraint. We install the exact playbook and system and process needed to solve that constraint. And then we just keep doing that as well. So this is where I really appreciate your time for sticking with me throughout this entire episode because if you haven't liked or subscribed or shared this out, then I highly recommend you do because there'll be good karma for it. But what would bring me the most amount of joy is really going to be a case of apply this, actually use it. What I think a teacher really wants at the end of the day is a teacher wants their students and people being able to take what they've got and to be able to go far superior than them to be able to get far far far better results and be able to build far more successful businesses that I've ever been and will ever be able to do. That's the thing that would actually absolutely light me up. So, if you have any questions or if you have any topics, really importantly as well, a lot of the episodes that I do here are going to be specifically to answer what is it that's stopping you right now. So, in the YouTube comments, make sure that you put in if there's any specific questions or topics that you want me to cover in upcoming episodes because then I can actually do that for you and it's just not me talking to a camera and there's actually this back and forth. There's a two-way conversation going on right now that I think is truly valuable for you. So, I hope you've enjoyed this. I appreciate your time and attention, and I'm looking forward to seeing you in the next episode. All right, that's it for today. And if this did hit home for you today, and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2025-12-22 Views: 72 Video: https://www.youtube.com/watch?v=KvghWo8Yztw Runtime: 26 min 22 sec (5,206 words) The script, as delivered on camera If you're a coach and you want to hit consistent 150, 250, even up to a million a month, I want to walk you through the exact model I use to be able to make that happen. Now, I'd love to say it's because I'm so smart and I'm so special and so awesome, but that is a complete lie. There is just a process. There is a system. This is the model that me and my team use to be able to make this happen. And I want to show you how to do it right now. Business coaches and agencies don't want you to see this. Why? Because if they were the solution for you to be able to build your business, you would not be watching this right now. You'd be on a yacht off the coast of Croatia working on your suntan, but you're not. What you're most likely is you're frustrated from working hard, doing everything right, and not seeing your income grow. You're probably fed up because you've tried to use the method such as webinars or challenges or VSSLs, book funnels, even you're trying to do the whole social media hormosy content thing and you're still not getting consistent leads and clients. The problem with so much of that is they're just one trick ponies trying to sell you on stuff that realistically is there's a lot of upfront work. It's super tech heavy. It takes large budgets. It's super competitive because everyone else is trying to do it. And there is no guarantee of success. Now, you do not have to take my word for this. I believe that the proof is in the pudding. And that's why I want to be able to show you when a coach is able to use this stuff, he's been able to add $566,000 of sales in just one month. We've got another partner that was able to just hit a million of profit per quarter. Yes, that is $4 million of profit every year hairfree in his bank account. Then there is another coach where we use the exact model here and he's being able to add $177,000 of sales just in the first 30 days from the very get-go. and then another partner being able to add $100,000 cash collection and adding $35,000 of monthly recurring revenue. All from using of what I'm about to show you inside of this model. Now, how did I come to actually creating what we call now here the rain makers model? See, after selling my last multi-million dollar coaching company, I had all the SOPs, I had the campaigns, I had the funnels, I had all of the IP. And since selling the company, I've clocked over 220 hours of private consultations with six, seven, and eight figure coaching business. Now, in every single consult, I've been able to keep private notes. This has just been my treasure chest. And with that combined with the portfolio of coaching businesses where we are inside building these businesses in the trenches every single day, that's my competitive advantage. That's the my competitive advantage that I want to be able to give to you because this is the secret special source because we know what's working, what's not working because we have the hard data to be able to show that. And this is why the rain maker flywheel was being able to get born out of knowing what is exactly working. So, is it worth you sticking with me for the next 10 to 15 minutes? Hell yes it is. Worst case scenario, you're going to know the exact mental model for you to be able to use inside of your business. So, you can copy, you can abuse it, you can use it. Best case is you see this, you love this, and you start applying everything and using the link below, you apply to partner with us so we can come in and actually build it all out for you to be able to build your business and build your bottom line as well. Now, before we get into this model, I want you to understand it's simple when you get it, but it's not simple to get to it, which is why I want to walk you through the actual kind of intricacies of how this is going to work. So we really break this down into three critical parts which is there is the acquisition which is how do you get people that don't know you to know you and how do you actually start building that no like and trust factor with them so that they can happily go into the buying process and then you can actually sell them as well. The next part of it is the retention side of things. So there is being able to in the acquisition we want to be able to look at how do we acquire clients? How do we do it on a cost per acquisition? If we get into a little bit of the jargon, the mumbo jumbo of this stuff, the cost per acquisition, how much is it costing us to be able to acquire clients? We want to obviously bring that as low as possible, but also we don't want to bring it too low where we're acrying or acquiring crappy quality clients because they're the kind of energy vampires that we want to avoid. We want agrade highv value clients are going to be able to stick with you for longer. So the sticking with you for longer is a key critical part which is the second section of this. This is where we call this retention. This is where we need to make sure that clients are coming on board and you're having a front-end sale but we have a backend to the process as well. We really are able to increase them staying with you for longer, being able to get amazing results with you and being able to increase their lifetime value with you as well. which comes into the third section which is the profit. This is where you're going to be able to actually ensure that your bottom line, the money going into your bank account at the end of the day, which is why one of the main reasons you're doing this business is going monthto-month increasing as well. So, let's break this down. Let's go into it right now. In the acquisition right now, there is three critical parts, what we call accelerators. Right now, there's eight accelerators to the entire rain makers flywheel. Now, the first accelerator is us being able to increase leads. How do we be able to have a straight line selling system? This is one of the very first things that we do when a partner comes on board with us is we build out a straight line selling system. And that first part of it is increasing leads. How do we get more people that don't know you to know you? and how do we start to actually nurture those leads so that we can put them into a selling process as well. We don't just drive people straight into a selling process straight away. That's kind of like walking into a bar and just immediately walking up to a girl. I tried this. It didn't work in my 20s and just being like, "Do you want to come home with me?" It doesn't work like that at all. Anyway, not for me with this face. But the way we want to be able to do it to grow your business is we want to be able to have a highly effective means. We want to get really clear on what your message is and what your market is and what it is that separates you from everybody else. This is a very high likelihood that you're in a competitive market and that's okay. Saturation in market is okay. That just means we want to be able to have market domination. The second accelerator is increasing conversions. Now, this is where we need to be able to look at your entire sales process. We engineer every single step into your sales pipeline. And we want to know exactly what's working, what is not working, what we need to fix, what we need to optimize. And this is where we get really hard in the data, looking at the key metrics and making sure that we're fixing and tweaking the right things. Because when we are just able to increase leads and increase conversions, even if it's only by 10 to 20% on each of those two factors, we're massively able to increase what comes out at the end, which is sales and profits for you as well. But there is a third key part to this acquisition model, and that third accelerator is being able to increase the actual dollar size of the transactions. So whether it is the dollar size of the first transaction of the customer actually going from not knowing you a lead or a prospect to then a customer because what we really doing is we're taking somebody from a prospect to a customer to a client. There's three critical steps in that. I'm not going to get into those weeds right now. But we want to look at this third accelerator really being in how do we increase the actual dollar size of each of the transactions going on as well. Is it just a case that we're going to ramp up and increase the actual amount? So where before you were saying, "Hey, it's $2,000 for you to come on board per month and you now you're going to say it's $2,500 per month for you to come on board." There's obviously technical ways that we want to be able to increase the actual dollar size of transactions whilst at the same time being able to increase your conversions as well. So when we look at the three accelerators, there's increase leads, increase conversions, increase the actual dollar size of the transactions. Now we get into the second part of this flywheel which is the retention. Now what we want to be able to do is we want to look at the key systems and what is actually determining for you to be able to firstly in this fourth accelerator be able to decrease churn. We don't want people that then come on board to be able to leave. Now especially this is kind of like one of those dirty little things. This is like not spoken about especially in the coaching world is a lot of people are selling let's say a program it's 12 months long and it's $2,000 a month for them to come on board. Have you subscribed? If not, this is the best time for you to subscribe, whether you're on the YouTube or on the podcast. Why? Because it would be a bummer if you missed out on everything that's to come. Or don't subscribe if you're not actually getting much of value out of this because there is a zillion other things that you could be doing. So, I'd rather you go and do that. The ball's in your court. Now, a lot of people are going, "Great. I'm making a I've made 10 sales this month, so therefore I've made $240,000 of sales this month." Whoa, whoa, whoa. Easy up there, big boy. What we really are happening, and what so much is happening with so many coaches, is because of their churn is so high, they're not collecting all of that through their entire lifetime value of what that client is coming on board. We're seeing a lot of time that the actual churn, they could be cutting off and leaving you after months two, three, four, but they're certainly not staying there full duration. They're certainly not staying for 2, three plus years, which is what we're really going to engineer for. Because when we're able to get somebody that you might say typically on a lifetime journey is only sticking with you for say four to 5 months and we're able to turn that into 2 to 3 years that is a huge increase in actual profit to your bottom line that is a huge increase in the actual amount of what your business is worth as well. So we look at that fourth accelerator of decreasing churn as we go through it. Now, the fifth accelerator is we want to be able to increase offers. We split this into two different parts. There is the actual you just putting more offers out into the world and being able to get more people to say yes or no, but we want to be able to increase the amount of offers that you're putting out, but we also want to increase what is it that you're actually selling as well. If you're just selling one main program, let's say we use that you're selling 12 months at $2,000 a month uh coaching program right now. Now, there could be very often people are not able to actually afford or they don't actually have that trust factor and you're probably getting a lot of the time in sales calls, in DMs where really they're not buying from you because you're getting the objection around money and really around trust. We can have and put another offer into your quiver for you to be able to then sell lower end. And this is where we go from prospect to customer to client. So we could sell somebody into a four or six or an 8week program at a lower dollar amount that is then able to then ascend. So we build an ascension system to take them from lower-end programs all the way through because remember we want to look at how do we actually be able to retain clients for two three plus years as well. So that fifth accelerator is ensuring that we're increasing your offers. Now then there is the increasing TAM. Now I'm not talking Tim Tams. I'm big fan of those. I'm talking about your total addressable market. So what is the total amount of actual people that would be actually a good fit and able to become a customer and client of yours? What we're looking at when we're increasing your TAM is we're being able to broaden out, being able to lengthen out who it is that you're actually able to serve and to be able to help and to be able to impact as well. A lot of the time you might have too much of a TAM that's small and you need to just be able to increase that. So when we're increasing your total addressable market, we're going from you might be swimming in a do you mean a decentsized mediumsiz pool. Now we're going into a big ocean. We're going into a big ocean with a highly competitive high converting offer with a high converting sales system because we've already built all of this out which means we're massively able to increase the amount of sales and new clients that are able to come on board in this as well. Now, two more accelerators to go and this comes under the actual profit side of this flywheel. If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you. because it's likely that you are done chasing bigger and ready to build better. And the seventh accelerator is we want to be able to look at increasing profits. So this is where we actually want to be able to look at everything that's happening inside of your business. All the operational drag, all of the expenses that you have, what you're doing with team members, how much it's costing you to acquire a client, how much it is that you're actually putting out into the world and having to spend inside of your business. What is it that we need to be able to do to be able to cut back, which goes into the eighth accelerator I'll touch on in just a second. But what we then want to look at is we want to be able to look at all the different facets that go into you being able to increase profits. This even goes to Stripe fees. This even goes to what are you doing about tax? This is goes into all the different areas and arenas that is involved with what happens from you being able to collect a dollar and how efficient and effective you are at selling all the way through to what goes into your personal bank account for you to be able to use to live the life that you want to be able to live. Now lastly, the eighth accelerator to do with the rain makaker flywheel is then we work on increasing operational efficiency. We want to be able to look at how is your team, how is the structure, how is the culture actually working inside of your business as well. This one is really about you being able to also step back and be able to have the business work without you being there or ultimately you just doing what it is that what we call is your zone of genius. Now, if there's really just like one or two maximum three things that are like your zone of genius that you absolutely love to do that you'd wake up and you want to do those whether you're getting paid for it or not and you get energized because you get to be able to do that. That is your zone of genius. That is what you should be doing. That is what we work towards you being able to do. So, when we increase operational efficiency, there's two factors that we look at to be able to make this happen. There is the actual efficiency of your business being able to run with you in your zone of genius. And then there is also what I call the sbatical which is can you take one month off per year and go completely dark. And I mean like for me it's typically us going as a family off to Mexico and I'm just like not on technology and I'm able just to be barefoot, sandy feet, eating all the guacamole that I want to. that is being able to have a sbatical. So can you actually be able to in build and structure and organize and lead your business to a point for you to be able to have a one month sbatical per year? Now you might not want to be able to have one month off per year. I don't know if for me I think it's really good but also it's about actually building the business so it can operate without you. So it's a true business as well, but also so it's a true asset for whether it is something that you want to be able to sell later on down the track as well. That is something that we can look at ensuring that it all comes under this rain makers flywheel effect. So that is how it all comes together. And you want to be able to look at this right now and you want to be able to ask yourself what it is that's missing or broken right now. You might have a bit of a Swiss cheese problem when it comes to this. So that's why we look at the traffic lights into these eight accelerators. So when you look at each of these eight accelerators right now, what's green? What is it that you're like, "Yes, I absolutely have that accelerator down. It's working. It's doing it's optimized. It's doing its best thing." Or is it orange where it's like, I've got that system. I've got those processes in place, but they're not fantastic. It's not the best thing in the world, and I can't really trust it, and it's not optimized. Or is it red where it's like, hey, I either just don't have this accelerator on board. I've really not looked at this. I've really not had asked these questions before and it's not something that I can trust and be able to have. That's perfectly fine. That's where you want to be able to look at. Okay, these are the things that you now work with. This is how you use what I've just been able to share with you. You look at these eight accelerators and you go, what do I need to work on right now? So that you know on every quarter that you the projects that you're working on because this is the thing if you're working and spending so much time and effort and you've got your team even working on the wrong problems then why would you ever expect your business to get to where it is that you want to get to. It is the theory of constraints. There is one key constraint that we want to solve that one constraint is holding slowing stopping your business from getting to where it wants to go. We want to be able to solve that. And then we just rinse and repeat. We do that every single quarter. So that is the rain makers flywheel. And this is what we do with our partners. This is why we're able to grow and scale coaching businesses so much quicker than what so many other people are able to do. And this is being able to do this from using and coming in and knowing, okay, what is it that is your constraint right now? We diagnose. we find that exact constraint to make sure that we're using and using the proper reporting and data in place to know exactly what that is. Then me and my team are there planning and executing the strategy so you can sit back and relax knowing that everything is being able to get taken care of for you. Then there's also that you don't need to try and recruit or manage an internal team to be able to do this because we're already there doing this for you. So we can take that off your plate, take that stress and strain. And then really simply as well, the way that we work with partners is being able to then look at what we call a partner cadence. So every quarter, every month, every week, we're there installing the systems, running and improving the campaigns, running the funnels for you, making the adjustments needed, ensuring that we're aligned ultimately to growing your profits really easily as well. So at this point, you probably got a couple of questions. Couple of the key questions that come up right now is like, okay, number one, what if this doesn't work for me, which is a great question to ask, but that's exactly why that we have an application process. We don't let people in that we aren't 100% sure that we're going to get results with and we want to make sure because we can only work with a limited amount of partners as well, which is why we're quite stringent in this. It's actually why we're very stringent in this. But the next question you're probably thinking is well what if you've already got a marketing department in place and that's where you don't need to worry we'll integrate with them and amplify everything that they do because it's very important to us that we are seamlessly coming in and being able to integrate with you and your team as well. Now the third big question and what I would be asking is well what results should I expect and this can also kind of come to like it's asking like well how long is a piece of string but but seriously this is why that we have our application process so you can actually answer and go through everything is needed so that we can give you that answer to well what should I expect because right now I can't give you anything if I was literally trying to say some numbers like so many other people are I call that the rectal extraction method I'm pulling numbers out of my ask right now. And I think that's a waste of both of our time. So really, you got to think about, well, how much time do you need to put in to be able to make this happen? If we're to partner together, how much time do you have to put in? And what's that really saving you? Because this is one of the big reasons why our current partners have chosen us. Because once we go through that on-ramp period of getting started, once we go through setting up your first straight line selling system and then building out all of those different eight accelerators in that flywheel that I've just walked you through, this is where we're able to take those responsibilities on. Take them off your plate, make them vanish away so you don't have to think about it. Because the big factor that comes into why is it so hard and why can it be so stressful to build a business is because I'm also a believer that we don't have business problems. We have personal problems that really just show up and manifest inside of our business which is one reason why that we use the word partner. This is us truly partnering. This is us because I know all too well that personal life stuff comes up, the kids are sick, you're not feeling well, family's issues arise, all of that stuff. This is where you can lean on us, where we take the slack and you don't need to be able to stress out stuff because entrepreneurship, running your business, I know it can feel lonely. I know it can feel like you're just trying to do it all by yourself as well, which is why I don't want you to be able to feel that. None of my partners, I never want them to feel that because I want to make sure I'm there because you get us all the way through. Which really brings me to the exact reason why I wanted to be able to share this video with you. Because we're not scaling what we do because our incentive inside the rain makers is scaling your business. We're aligned with the exact incentive which is your bottom line. So if you're seeing this, it means we have vacancy and also it means that we are able to take on applications. So I've deliberately set this business up for maximum lifestyle advantage for myself and for our team. This is why we have a capacity of how many partners we want because we know that we don't need to exceed that because at the end of the day, we don't need to earn more money. We enjoy what we want. The money gives us the all the abundance that we need to live the life that we want. And so that's why we're happily being able to cap it. So if everything that we've covered so far sounds even a little bit interesting because I can't cover everything in just this short demo, then the next step is to click the button below to apply. And yes, to be really clear, this is an application. You click the button, you answer the few short questions, and then your application goes to me and my team. We review it. There is no calendar page for you to choose a time on in the next page as we must vet and we must confirm your application first. Once you go through your application, then we'll be able to be in touch. You'll get an email from us whether your application is good and we'll be able to book you in a call to make sure we can answer all of your questions and go through your initial game plan as well. So, if that sounds good, then all you need to do is be able to click that link below, go through the questions, because you could be next in sending me messages like what I was sharing with you before, where you're able to add $566 plus,000 in just one month, or you're able to get launched and do over $177,000 in just 30 days, or if you want to be able to profit over a million dollars every single quarter, these are things that you're able to do when you actually have the right systems, the strategies and execution in place, which is what we're here to do. So, worst case scenario is you apply, you have your demo call with us, and you actually see behind the scenes with us showing you everything, being able to then you know how to apply it into your own business. And that's probably more valuable than what most business coaches and masterminds and courses are actually making you pay for. Best case scenario, we partner with you and we start growing your business, making your life easier straight away. So, is it worth 15 to 20 minutes of your time going through the application process? Hell yes, it is. Because if you're on the fence and you're not even sure if you qualify for this, that's okay. Go through it and then we'll be able to let you know. So, all you need to be able to do is just click the button, answer a few questions, we'll be in touch and ultimately I'm looking forward to hearing from you. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications with your bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income. simple systems and to be able to take time off. I appreciate you watching and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2025-12-18 Views: 69 Video: https://www.youtube.com/watch?v=d-NpcwdeSpY Runtime: 9 min 50 sec (1,911 words) The script, as delivered on camera We added $318,000 to recurring revenue for a client in 30 days. Not because they were smarter, not because they worked harder, but because they finally stopped doing what keeps 99% of coaches stuck and started doing what I'm just about to show. Because here's what most coaches are doing right now. They make a sale, they deliver, they repeat. They make a sale, they deliver, and they repeat. Now, it feels like growth, right? But this is just the high ticket hamster wheel. And if you build a company on that will, congratulations. You've just built yourself a prison because with no backend, with no predictability, and the second leads dry up, and trust me, they will from time to time, you're going to panic. You're going to [ __ ] the bed, and you're going to start scrambling for the next strategy, the next funnel, and the next hail Mary. And I know this because I've been behind the curtain of seven, eight, and nine figure info businesses. And the ones that scale, they don't rely on hustle. They don't live off one-off sales. They have a system of turning clients into recurring revenue machines. And then that is what we wanted to be able to do. That's why we added $318,000 in a single month. And that's why when clients ask me, hey, what is it that you actually do? All I'm doing, I'm helping you sleep. Because you will sleep like a brick when you have a system that brings in leads and turns them into clients and then increases their LTV and their longevity with you. Clients that stay, pay, and refer because that is where the profit is. That's where the good sleep is. Because here's the problem. Most coaches only think about the front end, okay? They're addicted to the high of new sales. And that's why they're stuck in feast or famine. That the real game, the real game's in the back end. That's where the freedom lives. So, here's the fix and I call it the recurring revenue engine and it has three parts for you to follow. So, get a pattern pen, etch a sketch, whatever it is, but this is what you're going to want to install. Number one is the ascension path because clients don't just buy once. They graduate into something bigger. And so, think of it like school. You don't just finish third grade and peace out and drop out. You keep moving up. Your clients should, too. And that's how you double LTV without doubling your lead genen. Because I've said it once and I'll say it plenty of times again. Listen to this right now. You will easily double your business when you have your churn. Just stick with that. You will easily double your business when you have your churn. And this is what we're talking about. Now, how do we do that? We do that with number two, the fulfillment system. This is where most people get choked up with their onboarding, their delivery, their offboarding. It's all chaos. But if you want to scale, anyone should be able to step into your business and run it with or without you because that's freedom. That is truly scale. So when you have the process where a client can sign on, so a sale is made, they're onboarded, they're taken through the process, they're getting results, and you are no longer involved in that process. I remember really clear in the company that I sold. I was able to finally I couldn't believe it when it actually happened that there were people there was sales getting made. They were getting coached. They were getting great results. I was seeing their testimonials and their case studies come through and I had never talked to them before. I didn't know who they were. And then I was wanting to get on calls them to know about them to talk about and to brag about their results. But all of that happens only when the third thing is involved and that is what we call the trust engine. And this is the multiplier because more trust equals more showups. More showups equals more sales. And that's how we had one client jump to a 91% show up rate on calls. That means almost every call that booked in showed up and had a shot at increasing revenue. And when trust is built in advance, sales get easier, retention gets stronger, and churn starts to massively drop. Because think about it right now, there is a ton of skepticism going on in the marketplace. Your potential clients are skeptical as hell when it comes to whether it is you or someone else that they should part their money with. You right now, if we're just meeting for the first time, you're probably like, "Who is this ugly bearded meatthead of a dude?" And you're kind of sussing me out. Do I listen to him? Do I not? And the question is, this is where trust must get built. This is why I want to give you the actual insights as to what is working when growing coaching business because I want to grow trust with you. I want you to click the link in the description. I want you to go through further trainings. I want you to see exactly how it is that I can help you. if I can actually help you because the ascension path that is step number one is truly planted in the very first part in the trust engine. This is all three of these systems need to work together so that you get more clients signing up so they stay pay and refer and so that each client is worth so much more to you. So really I'm going to talk some numbers right now and if I can get the numbers and understand it you're going to breeze through this. So let me break it down for you. If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it cuz this isn't some magic button or some viral content hack. This is just some simple math and it's a smarter model. So, before working with us, there was a client and he was doing okay. They were selling a $3,000 coaching program and averaging about 20 front-end sales per month. Okay? So, they're doing 60 grand a month, which is solid, but they was stuck. So, here's what we did. The first thing is we improved their front end and their offer positioning. So, we only just bumped, and I say only, the conversions by 15%. Let me show you how the numbers work together. So, instead of 20 clients, they started signing 23 clients. Same ad spend, no more extra content, nothing crazy, just three extra clients. But that's an extra 9,000 a month right there. Then the second part that we install is that ascension path and to keep it clean. So, we gave clients a clear next step, a 10K back-end program, which is they sign on, they get the initial results, they've solved their first problem, but then now they've got so many more problems that they need to solve, which is why this back-end program was created. And we made it easy for them to say yes. So, around 30% of those new clients then upgraded. So, out of those 23 front-end clients in the next month, seven of them moved to the back end. So, seven clients at $10,000. That's an extra $70,000 in backend revenue. That's just one month. So, add it up. 69,000 in the front end, 70,000 in the back end, 139,000 total revenue for that month. That's why we're able to scale coaching businesses so much faster because it's simple stuff that it is all we're doing. We made one small sweep to their nurture system and made sure that their trust engine was actually built. shop rates on calls jumped from 58 to 89%. So now even more of their leads were converting by month two. Referrals and retention start to kick in. So that's how we're able to increase by 100, 200, 300,000 a month in recurring revenue. All just from improving the conversions, increasing LTV, and giving clients a clear path to stay pay and refer. That is the power of the recurring revenue engine. And it's the exact system that we install for coaches who are tired of guessing and ready for something smart. Because one client added $318,000 in just 30 days. Another was able to hit $1 million profit every quarter. Another took their show up rates from 55 to 91%. And it was all done by in putting in this thing that we call the trust engine. And these aren't outliers. This is what happens when you stop chasing hacks and you just actually build a system. Because this training right now, look, this is great. I want to be able to give you as much help as possible as I can in a short little YouTube video. But as my friend Derek Civer says, if it were just more information we need, we'd all be billionaires with perfect six-packs. And the truth is, you don't need more free advice. You don't need any more YouTubes or podcasts. You need the right advice applied to you because information it entertains. The personalization transforms and that's why the smartest next step is to book in your free demo call in the description somewhere around this video so we can actually show you exactly how this system works inside of your business. So, if you're stuck on the hamster wheel, if you're tired of chasing new styles, and you just want something that predictably and reliably brings in the clients, the type of clients that you love to work with, so just click the link in the description. It's free, it's fast, and if you actually apply it, who knows, you might start to see your revenue grow with you doing less work every single day. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Probably would be a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-07-13 Views: 68 Video: https://www.youtube.com/watch?v=BFnGb40moJ8 Runtime: 49 min 44 sec (9,411 words) The script, as delivered on camera If we really both thought about it, we would probably be pretty scared with the number that we could put together of fellow colleagues and entrepreneurs that we know that have built a business [music] that is not what they want and aren't looking forward to kicking their legs out of bed every morning to go into that. So just before we started the I was shooting a VSSL video me talking in front of camera and one thing I said was there's only one question that you as a business owner need to be answering right now. What is the easiest most predictable way for you to be able to get clients to come on board and to stay on board longer for you? We're answering that in two very different ways, which I love these conversations and also why every time I come back to Bali, I'm always like, "Can I get you back down for us to be able to have these conversations together?" Because this is, just so you know, as well, uh, when I was living here, James and I would have our Friday morning broate of [snorts] coffee, eggs, and great conversations. And it was always a case of like there was a lot of gold that was there, and it's always nice to be able to share that stuff out. And so our previous conversations were amazing and with today what I love watching you be you as a man I what you be as a man and I mean going through your journey and I love and respect and admire you doing that uh will stick to business today and then what you're doing with the model in which you're doing it your way and it was funny uh I woke up at like 3:30 this morning for some you were up early as well, but I I had no actual reason to wake up early. And I was actually reading a Dan Kennedy book and he was talking about how he very consciously chose to be very protected with his time and how he would do things and not do things and how there was constraints and how that would piss some people off, but that was a good thing because it works for you in other ways. And like he calls it a wealth magnet. You're doing the exact same thing with this as well. So, when it comes to the sequencing, yeah, of what you're doing, let's first preface this for someone that has no idea what the hell we're talking about, the intention of the way that you've set your business up now, and then let's go into the sequencing, what the actual numbers look like, where you want to take it, and why it's going to get there. Yeah. Yeah. the the or the orientation towards the business starts in life, right? So the sequencing for me started when the decision and the commitment to only do client serving work on Tuesdays and Thursdays and and interestingly as I've gone along I've even constrained that to Tuesday and Thursday mornings. So it started with the constraint of what do I want my life to look like and therefore what what business do I need to design to serve in because what that enabled for me was like massive amount of creativity and like a rules and a forcing function of going well I'm going to have to be pretty damn deliberate and creative to make the money I want to to deliver the levels of service I wanted to deliver my clients which is access and access to my brain in with such kind of tight constraints. So for me it started okay what's the highest leverage that I can deliver in that time frame that I've restricted. So 12 months ago when I was um terminating my partnerships after a couple of years because of life changes, I was like the fastest way for me to get back in is just go straight out. I'm having a mentorship offer where I mentor you oneon-one. Like this isn't a course. This isn't a program. There's not lots of videos. You'll get access to my IP and my stuff and templates and things, but we'll only deploy them based on what you need at the time. Um, so I went out at 1,200 bucks a week and I took 16 people and the first sequence was like, what's the easiest thing to sell? And like straight up mentorship, coaching, you know, consulting, one-on-one's an easy thing to understand. You get access to me, I ask you questions, we decide what to work on, and then we work on it, and this is how you access me. Um, so that is Zoom, Slack, and you know, it's pretty fluid within those constraints of working on Tuesdays and Thursdays. Um, so that put me back in the game, but and like I can charge those rates. So I've got leverage from experience because I've been doing it for a decade. So I can charge high rates and I leverage experience. So I can make 40, 50, 60 grand a month just by selling really selling my time. But the game was always like how do I add more value and add more leverage on top of that? Value for clients but also leverage for me. So then the next sequence, the next layer is like what do people need and what do people want past me [laughter] and my stuff? Well, they need community. They need the hive mind, the value of other people's experiences, interaction. So I built a community around those people, you know, 16 people as a community. It started ramping up and then I said, "We're going to have a group call every week." So rather than just the one-on-one pieces, I added a group call and a group component, which has the dual benefit of giving me time back because as people are being served and have access to me on a group call, they do less one-on-one. So it starts to bring the leverage scales back into it and they've got a community and interaction all the wonderful things that you know we know we get if you've invested in coaching or consulting or mentorship and so that was the next leverage layer and then I've got a product right because I'm hosting calls every week. We've got trainings. We've got access to great people and then I go out there and I sold that at I I did the first 20 members who could have access to just the community layer at 250 a week and that's now 500 a week. So I slowly march the price up. So to me like if I pause there the the the piece is like getting in the market adding how can you go deep and intimate and you know maximize your effective value rate with the constraints that you have. You know I'm working with someone at the moment. She wants to have a baby soon. She's like I don't want to work more than 3 days a week. Like Mondays and Fridays are off limits. So I'm like great. There's this constraints. And I'm working with someone at the moment who's stuck at a certain number. um you know he's stuck at 40k a month and I'm like jiu-jitsu is the thing that lights you up right now so we're going to prioritize that and the forcing function of putting the business around it will force the creativity will force the things that and and you to start to value your time in the business so for me the the leverage is layers of adding these things as you go along and being deliberate about what's the easiest thing that to sell into the market where's the demand how can you add leverage to that how can you add value to the clients how can you add leverage to that how you can add value to the clients. And then once the flywheel's spinning, then it's about keeping within your boundaries. You know, for me, it was I'm not going to take more than 16 one-on-one clients. I I'm pretty smart, but I don't have the brain power and capacity to remember every single intimate detail about not just my clients, but my client's clients because that interface is where you add the most value. If you understand how your clients clients are thinking, if they're in the market and selling things, you're the most valuable to them. So to me, it was like the sequence of layers as you go out there that as you add a layer of leverage, you're adding another product. And if you've adding another product, you can go to the market and sell it. What I love about this is number one, it starts with what is it that my life wants to look like first? Yeah. which is great to say, but I think we also know can be a terribly tough question to answer because I don't think we're nurtured or cultured into being able to really like truthfully answer that question. And it's like, all right, if it were a blank slate, what does a perfect day look like for me? Like, what time do I want to wake up? Do I want to go straight into work or do I want to have time with my family? Do I want to take a dog for a walk, have a coffee with, do I mean my wife or partner? Like what is it that I actually want to be able to do? Um, which I find super interesting because I struggled with that question of like I have all the freedom in the world, but now I need to give myself these enabling constraints for how I best want to be able to operate with it. So we start with what actually is the life that I want to be able to lead and therefore I'm building my business to give me that. Yeah. If we really both thought about it, we would probably be pretty scared with the number that we could put together of fellow colleagues and entrepreneurs that we know that have built a business that is not what they want and aren't looking forward to kicking their legs out of bed every morning to go into that scenario. That kind of sucks. And so I'm almost like wanting to just like shine more light onto that and be like, look at what's happening. look at how you're actually applying this because it's best done by it's like do not argue what a good man should be one and I think you're just being a remarkable example of that as well but then also the case of it's a stepping stone as well like you you started with one step okay this feels really good now what's the next step what's the next progression that I can make to this and this what you said like sequencing is really important because I feel like too many people are trying to see the end of the road from the very beginning and that's just not the case. Like even recently, we just changed our partner cadence and it was remarkable because by actually taking things away, they got more value. And so I think a lot of people are thinking, "Oh, they need more one-on-one calls with me. They need more of this. I need to be doing more of that." and they're trying to stack all this extra value, but what they're probably doing is making it actually harder and more time consuming with more drag for their client, which is actually then stopping or hindering them from actually getting the results that they came to in the first place. Yeah. Yeah. Fully like simplicity is achieved, real simplicity is achieved through complexity. So the evolution of something is it's usually not valuable to add things. It's usually more valuable to take them away. And more partnerships and relationships die because of indigestion rather than starvation because you smother them or you give them too much and they're like this is too much and I and I you know both business and and other types of relationships. But the the the nature of you know the evolution of things is like simplicity is only the things that person needs to do and only the only the things that you need to do. So if you're if you put constraints on it then you have you're forced to say okay we're only going to do the things that need to do. So your job becomes for a client much more diagnosis because I have lots of answers. I have lots of systems. I can solve lots of different problems and I've solved most of those problems. dozens or hundreds of times before. So your job becomes you're more like a doctor diagnosing what the illness is of the business or the all the you know the ills of the of the individual and and then just okay there's a system now go and deploy it because that's where the value is. The value is diagnosing and applying the right system, not talking about all the wonderful things you can do for them and you know and and forcing it on. Yeah. But the even me who have a network, you know, a reputation and credibility, I still have to take those steps back into the market because as you say, most people go to I just want passive income. Like [snorts] most people's intention of building the business is is measuring how little they can work to get the most amount of money. I'm measuring how effective is my work to deliver the most value so I generate the most amount of money. Very different. They're they sound the same, but they're completely different in their intention. That I wish everyone could just like just rewind that and just listen to that over and over again because I think that's really really important. Um, is there an objective measurement in which you are trying to actually gauge that by and what you're working towards? The the only the the scoreboards we've the first scoreboard we've got is like setting up how much you work. Mhm. So the the I I I categorize in three ways in terms of the output of the business. The time component is I'm only going to work Tuesdays and Thursdays with client serving work. And just so no one misunderstands me, there are days where I'll sit in my office for 8 hours. You know, I'm editing a book at the moment, you know, it's taking dozens of hours. That's work, but it's not client facing work. The second piece is the energy piece. You know, I I proved to myself that I didn't want to acquire the skills of of hiring and managing and running a team because I did it and I was like, I don't value those things, so I'm I'm out of that. Yeah. So I have a solo business model where solo in the sense of I am the person responsible for delivering to clients. I have one assistant. So I'm not on my own but I am directly you know solo delivery model and that's my energy model. That's the model I've chosen. And then the money model is you know effective value rate and you know daily revenue. And if you want to measure on a revenue per employee basis that's I think they're you use useful metrics as you go along. Um, which is funny because that's one of the metrics I'm moving towards at the moment. And when we had this conversation last week and it was how does the the target was uh it's 1.5 million revenue per team member. Mhm. Yeah. How do we get towards that? Um, which I find interesting because uh it was a hell of a lot simpler when I actually like went through the thinking process. I was like, "Oh, this could totally be done." Like, and then I was like, "How is it 2 million a year per team member being able to come on board?" And then now that I it was funny because now that I had like set that as like the benchmark, I'm very diligent about okay like where where does growth want to go and what are the actual options that we're going to choose for this as well. But I love it how you can almost triangulate how am I going to base my decisions from now on with these different functions that can kind of force me to go the right way. Yeah. fully fully that in terms of those when you put the constraints on it again it it forces the creativity of okay what does the next layer of leverage look like I think it's more fun as well I've gamified it like how do I there was another maybe it was a couple of weeks ago or something like that but in the message thread with Bolton that we've got you're like you went back through some SAS uh and like you were cutting things out that you like doing we've all got these bloody things that we're paying for that we don't look the credit card statement and how fun it is actually cutting those things out and then being able to look at like the profit margin just like still increasing. Oh, it's a fun game. I cut the um one of the business cards expired. So, I got all the failed payments and I let them come to see which ones I'd missed even though I look at them 800 bucks a month and I'm like really disciplined about and diligent about just crappy software and you know, you accumulate those 197 subscriptions. Yeah. So, 800 bucks a month. damn proud of myself. That's really cool. It's meaningless in terms of the relative to the profit, but it's fun in terms of like, you know, how lean can you make it? Yeah. But the um the the layers of leverage are, you know, and that sequence that that I was talking about continue from there. So, you know, when I when I put constraints on that, I I put 16 people in one-on-one and I rolled those people into a community and then I then I chopped down the number of people that had direct and intimate access to me to a dozen. So, I've got the sovereign circle which has a maximum of 12 people in it. And then that constraint is there. It it will never have more than 12. And people keep asking me like cuz it full people keep asking me are you going to start another? No. No. The constraint is the point. because my energy and the tension is the thing that you know what you're doing etc. And they're paying for that level of energy that I can deploy to that because I can strain it. So I was like I could do 25 and I'm going to have it. And in the syndicate you know I've capped it at 100 and we've got just over 80 people in there now. And then in the course of delivering the trainings and the workshops that I hold with syndicate people, I'm creating more products and that flywheel of products is well I sell access to those and that's the next layer of leverage. So I built a product called the 3K code which was sequentially taking someone through making an offer creating it selling it for three grand doing three grand a week to doing three grand a day. There's three pillars to that. I built it from our community because they were saying, "Okay, it's great. I've got access to all these things and we can put them together on with access, but do you have something that gives me a sequential a path, a methodology, a formula to do it?" And it's like, "Yes." So, I did that and then turned that into a product and then turned it into a community and now I've got a couple of people who are inside the inside my syndicate community coaching and serving people who are inside my 3K community. So, good. So then as you build up these layers of leverage, you just you start to deploy different elements of capital. You know, I've deployed intellectual capital by building the 3K code for my people. Then I'm turning that into capital capital like cash and then I'm using human capital which is relationships and people who know my methodologies to go and help people who are also into those relationships and the layers of leverage continue. So that's for me a fun game. How do I match all these pieces and create that win-win positive flywheel as we go along? Because now I've got these amazing communities, but I've got one that's highly intimate and I know every moving part. And then I've got somewhere, you know, layers out there where I don't know everybody in the community. I don't intimately know their business, etc., but someone in my world does. So, we've got that network effect and those pieces. And this is how you create layers of leverage. How long has it been so far since the start of taking the 16 people on? 12 months. Like 12 months this month. And in the last 12 months, what do you admire most from what you've done? Like what is the thing that kind of stands out? Was like, "Oh, I really loved when I did this." Um, capping maximum numbers of each people in a community to prioritize the most important thing in a community, which is energy. M the the best decision and the one of course that I held the most fear around because I'm pretty good at selling stuff and I'm pretty good at marketing. So I could have 50 people in my inner circle and it ceases to be that. So having 12 and knowing I could sell it four times over feels amazing. C capping the community at 100 people and knowing I could sell that four times over over the next 12 months feels amazing. And because it's intimate, it preserves energy, it preserves integrity. And I've seen that with churn numbers that I, you know, I I wish I'd achieved years ago because no one bloody leaves. [laughter] And, you know, to to the point where I've actually now encouraging people to be in the right place. You know, there was someone um there there are a couple of people who I was like the inner circle. I'm like, you need a bit more time. You need a bit of discovery and thrashing around in something in a place that's more comfortable. So, you need to be down there. And a few people in the syndicate who are you need in the 3K code, it's a lower level of investment relative to your cash flow as you're getting up and running in these things. You need to be there. So, out of integrity and out of, you know, making sure it's the right putting people in the right place, you can be very deliberate about where you place clients for the best of, you know, for for their um for their benefit, but also it it opens up a spot for someone who is the right fit. If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. So much so because I think you and I are very much like in certain groups and stuff like that that we go in, it's very much about who's not in the room that who's in the room as well. And you being able to protect that is super goddamn important because if you let a bad apple in there, well then it's going to lower the level of everybody. And if there's you mean lower level conversations or just bad juju and energy, it's just not a good thing for anyone there at all. uh out of the process in the last 12 months. What's one thing that just didn't go the way that you thought it was going to? Um this is like a negative positive. I have been doing a lot more deeper trainings in terms of who you need to be uh to run these kind of solo small services and you know expert kind of businesses and I did that cuz I wanted to do it and I kind of thought that the market wouldn't want it wouldn't accept it that I had to sell stuff that was like how to get 100 leads by Wednesday and how to make two grand by you you know, 2 p.m. and and I still do those things. But the the thing that I think surprised me the most is how much people are understanding that the bottleneck in their business isn't the business or the strategy. It's largely them and the pe than the person they're being because people buy who you are rather than people buy um what you and that's I've resisted that because I've gone for the the shiny objects and sold the lead genen and sold the sales and sold the make money stuff. Um, and I kind of realizing especially in the last month or so that leaning into the um the piece of you know who you need to be to run these businesses is is and I I probably treated the audience my audience a bit like idiots because I was too much cuz I was like yeah you need just more leads and those things when really I I know along that it's really that if you examine who you who you want to be and put those constraints around it and have principles and values and character in these pieces that those are the true um you Those are the true growth factors. So do you feel like the market in general is actually much more open to receiving that message as well? Parts of it I think through through natural experience that people have gone through people have understood they've had access to the best information and then they realize okay well I've done the thing and I've got everything. So the only variable in this whole thing is me. So maybe I need to look at me. Um, so I think there's a lot more maturity of people who have gone through different coaching containers, who have had different coaches, who have learned from the best mentors and had the best systems and strategies and they're they're still not getting the thing that they want or feel um at ease with. I had this discussion with the team not that long ago and it was interesting as James, this new team member is actually going to be joining really soon and it was like if somebody applies to join us and we can see like in their application and in the conversations that I had that they've been through the circuits. Yeah. Do you mean they've joined the masterminds, they've done the coaching programs, they've done all that kind of stuff and they're still not there. Like some people aren't going to like this, but I think this is truth. Winners win. Yeah. And if someone's gone through all that stuff, to me that's a red flag because it's not like I know like [snorts] some people like, "Oh, I joined this person's program and I did this thing and I was like that." And like to be perfectly honest, they're all really good. Like I know that they're really good. Now it might not have been the best fit for you at that time. Okay, I get that. But there's it is the common denominator out of all of this thing is you at the end of the day for some reason were not able to execute on what you were given there. So winners win. I mostly agree. I think I'm coming across a lot of people who go through the programs and realize that they've got all the components. They just need to they haven't bought it together for them in their way and they're looking for someone to integrate those things. And people know of me as someone who has doesn't really have a dog in the fight about oh Facebook is the best and those things. I'm like it's about effectiveness. So people a lot of people trust me to like bring those people together. The red flag ones for me are the people who went through the program and blame the person who I often know and you often that that wasn't very good and they didn't get this and they didn't get that. They're my red flags because because I've got something from every single thing I've invested in over the years and the hundreds of thousands of dollars. Something from everything, even the really crappy ones. [laughter] I took something away from it. Do you remember the conversation we had ages ago? I think this is at one the last cafe ages ago and uh I think it was when I still had the cartel and I uh I asked a question if there was one qualifying question to have to ensure that someone was actually going to be a good fit coming through like what would it be? Do you remember asking that question? But I remember the answer anyway your answer it was genius uh was they are able to multiply energy. Yeah. So you are able to give them something and they're going to be able to multiply and do something with it rather than retract and take it away. And I was like that is very clever, James. And so being able to like apply that like I literally apply that still to today of being like hm like is this person able to multiply energy uh coming through this process because when there is a partnership in our model like there is ownership that has to be had on the other side. Yeah, with not just them but also their team members as well. So their team members and their culture is a reflection of how they're showing up also. So there has been a couple people where it's like it started off and it's we've had to turn around and go, "Hey, it's me. It's not you. It's not a good fit. Like let's just part ways tidily and it's all good sort of thing just because we could see that this isn't going to work." Uh from that case in point. Yeah. Yeah. If if people are looking to be saved when they enter any kind of any kind of relationship, then it's going to be inequitable from the beginning because victim mentalities. Yeah. If someone's looking to be saved and just relax into something and just not contribute because they're exhausted or whatever, they might have their valid reasons to do it. If if people in in enter any type of relationship with that kind of attitude and they want to be saved and dragged up the hill or, you know, pushed to the top of the mountain, then it's just going to it's just going to prematurely exhaust the other side. And in a in a group, in a community environment, which predominantly, you know, most people are in because it's got the best balance of intimacy but also access. Um that's particularly more acute where the pe the victims or the toxic people, you know, just want to be dragged along and they want to they don't want to, you know, take responsibility for the for the for their own outcomes. What do you think are the ingredients or recipe that cultivates and creates a great community? I think there I think I think people worked that out well before me. But I think one of the things that I've because it never instinctively felt right for me. One of the things I've done a good job on is having a big diverse range of revenue in a community. And also I've I've always had a diverse range of industries and practices and experts. I've never been like just coaches or just consultants or just practitioners. always had a a so the diversity of both the people and their experience provides some a high level of experience and interest for people. I'm sorry. All I can think about right now is that is there a word that's like racism or sexism but for people at revenue levels. [laughter] I'm I'm not revenueist in the slightest because I just believe that your your current levels of of income are only relative to the actions that you've taken relatively recently. You know, revenue is a lag indicator. So, I've met amazing people who are broke as [ __ ] [laughter] because they just weren't taking the right actions to get money, right? But they weren't bad people and they don't lack character or anything like that. And I've met plenty of people with lots of money who are plenty of those things. Um but they're just taking the right actions to get money. So diversity I think with people at different revenue levels um for people to model different behaviors relative to the things they want because you can have people making lots of money in your community but they don't have the body the mindset the the pieces that people making very little money are. And you've got those people who are making very little money who model the the money mindset and the and the and the application and the strategies that those people do. So I think communities benefit from a high level of diversity because these people can model these people on different dimensions and also um everybody can get what they want if you have diversity. If everybody's the same and everybody's just the same then there's no real benefit in a community because everyone's just copying and modeling each other and just regurgitating each other's stuff. echo chamber of [snorts] poison. Yeah. I I I also keep challenging people in communities to demonstrate what bad behavior looks like. Those people who jump on the calls and dominate and ask loads and loads of questions and I use them as corrective functions to say, "You're not paying me for this. you know, you're not paying me for how to set up a landing page in ClickFunnels and which buttons to press. Like, you can Google that. If you want to ask those questions, then maybe you shouldn't be here. You know, that's not a high value question and and and it's not for here. Let's let's do things and use things that that we can only do here and the other stuff can happen outside it. So I also keep people in communities who who who are sometimes challenging as long as they don't um spill that over into toxic and and and inhibit other people's program. Yeah. I think especially when it comes like but I got big dad energy so it's that's easy for me of like correct. No, no, stop doing that. Just don't ask that. It's also why you're so good at it though as well. But I think it's really great you saying to consciously call that stuff out in the public arena of the community so that they're able to learn each other. Oh, these are the right actions to take, these are not the right actions to take and this is what we're about as well. I think that's super important. I love that. It's challenging, but it's worth it. Where do you want to take this? What's the what's the what's the vision when you think of what you want to create however long down the path of timeline the horizon you see. So the the scoreboard the number on the scoreboard I'm aiming for is a $10 million solo business. So I'm approximately just crossed a third of the way there in terms of like run rate. Yeah. And someone told me recently that I'm massively undercooking it because with AI and with the leverage that's available then we're going to see 50 and hundred million dollar kind of solo businesses which may be true but my first you know my net my big milestone on the scoreboard is me and Alex getting to 10 million a year you know with uh what I call a consulting business but deploying those different modalities in terms of coaching mentorship etc. um I can see the path to 6 million which is just more of what I'm doing now. Um past that it's slightly fuzzy to me. There's a couple of different paths that I can choose. Um both of them are very valid on a strategic level. But I'm when that fork in the road it will open up as I go along as I build as I build those leverage layers and sequence these things you know one by one. I think I'm really proud of where I am now because I have a diverse range of stuff. Yeah. [snorts] I've got, you know, you can start working with me for 100 bucks a week. So, I've made it really accessible and working with people at the beginning and working with people in the early stages. That's challenging. And I love that I've made it really accessible. But I also love that I can work with very very high level businesses who have lots of toys to play with and lots of interesting problems to solve that maybe other people. Have you subscribed? If not, this is the best time [music] for you to subscribe. whether you're on the YouTube or on the podcast. Why? Because [music] it would be a bummer if you missed out on everything that's to come or don't subscribe if you're not actually [music] getting much of value out of this because there is a zillion other things that you could be doing. So, I'd rather you go and do that. The ball's in your court. So, I'm I'm having a lot of fun having that huge balance between working with people who are about to make their first dollar or trying to and people are already $50 million kind of in. So to me the the scoreboard is there. The constraints are set, you know, Tuesdays and Thursdays. Uh that's they're my client days. Um apart from my friends at Digital Marketer this morning and 3:00 a.m. Thanks for thanks time zones. Um and and then you know racking up the score and and just with me and Alex and you know deploying those different bits of capital. So I'm, you know, obviously I'm very very comfortable on the financial front and and and obviously it's going great. So for me as I eliminate all, you know, worries about scarcity and and as I go along or, you know, running out of runway, it's just, you know, how can I play the game, you know, within those within those constraints and see where I end up. I love that and I love watching you on this journey going through it. It is it's just it's a gift for me. So, thank you. It's super fun. Uh and then being able to see the decision-m process and that's something you helped me to see as well. like doing the $100 workshop thing has been super fascinating to me because I can bounce from someone that's doing mean trying not to be a revenueist uh someone who's on the lower end and then after that going into a conversation with do I mean a $15 million a year coaching business like but also we understanding that the principles are actually the same. Yes. So, it's understanding how to navigate and mold and adjust what it is that's needed for that specific person. But the conversations aren't really that different anyway. No. Which is what I find interesting because I've kind of stuck in this lane of okay, this is exactly who I help. And again, but it's not a case of I can still actually help this person over here and something that I said over here will actually still work for this person that's at a much bigger business, but is still something that they were missing or detracted from. Yeah. Yeah. And that the more diverse range of clients you work with, the better you get at pattern matching. And that's what we that's how we that's really what experience is. I think that if I had to throw something out there that gives us a competitive advantage, it's that. Yeah. Like that's when we have these conversations and the WhatsApp thread that I hope never gets publicly shared. [laughter] But I I think that I think that's where a lot of the competitive advantage lays with what it is that we do. Like if I really had to call out and go, why is it that we can really do mean mop the floor with competitors? One of it is because we see so much data and we see so much of what's going on in the field and in the industry, we can really easily go, oh, like this is a pattern that I'm seeing right now, like that thing's working and that thing's not really working anymore. And then being able to craft and kind of like maneuver steps forward. Yeah. Yeah. Fully. And that comes with experience where you know experience compounds as well because you've seen most of the scenarios and people present you with problems that they think are unsolvable and catastrophic that you've seen 15 times before. So pattern matching is you know is where experience really the rubber hits the road because you are just much more efficient at diagnosing stuff and diagnosing. You're not saying oh these things might work. you're saying this is likely to work to solve this particular bottleneck you've got right now. So, you're much better at diagnosing things. When if you go back to the uh the person themselves and kind of like their personal development, is there a common theme or problem or even adjustment that you see that you're uh regurgitating and helping out at the moment when it comes to that side of things of helping your crew move forward? A lot of people are exhausted. Um, a lot of people who haven't got the results that they wanted to get are exhausted with throwing stuff at the wall. A lot of people are exhausted at the other end because they built those prisons that you refer to that they've got this big team and this big infrastructure and they've just built pressure and stress around them and they still have to do all the things that they kind of hired other people and tried to delegate out to do. So, a lot of people are exhausted and these days I'm probably doing a lot more traditional consulting than I than I am coaching because I'm taking the judgment call of like they just want to know what the [ __ ] to do next pretty much. And so while I used to spend probably more time and like trying to integrate ideas and those things, now I'm like we need to do this and putting people in momentum with something that is shows some change of what they want to see. If you're at the beginning, help people make money. [snorts] It's like get a customer, get a client, get something on the board. in at the other end of the bigger businesses like take something off their plate, remove something, streamline something, take a step out of a process, cut something, kill something, fire somebody, you know, as many cases of the produce, do something that provides the most immediate relief of the anxiety and the stress that a lot of people. So, I find myself doing more consulting these days than coaching. And that's a little bit of a change from the past few years where people are okay, I just want to learn these things. I want to integrate these ideas and people are overwhelmed with options and also overwhelmed with overwhelmed with decisions. So I find it more useful just to you know with permission telling them what to do. So the side effect uh and the actual purpose of doing all the [ __ ] that we're talking about in the end of the day uh is to actually live the life that we want to. How's life feeling now having gone through the last 12 months and now being like, "Wow, I've created something truly remarkable. What What's the actual benefit?" Because I I I want to ensure that the listener, the watcher grasps that. Yeah. Because that's why we do it. Yeah. The life's amazing. The biggest danger for me is like bleeding outside the constraints because I just the more leverage I build, the easier it gets, the more money I make, the more funds I have available to do things, uh, and the more free time I have, the [snorts] more deliberate I have to be with what I want to do, who I want to be, etc. So, I find myself slowing down a lot to say, okay, well, I'm constantly checking in with myself. what is important and sometimes if I'm tr I'm trusting that if I want to work for a full day I'll just go and work I'll just go work on the book I'll create something etc if I want to do nothing for days I will do that too so I'm very much um trusting the intuition of you know working and rest and not much in between um because I've created an environment where I need to be because it's highly effective in what I do and I earn plenty of money in in in the application of it. I find myself needing to be more disciplined about, you know, what I'm not doing and and and and how I'm using the free time and the resources that I built up. It's easy to screw up. And I say that because I've screwed that up so many times before because it's you create this freedom in all these systems and teams and everything doing take the off take the bandwidth and take off our plate the things and then it the question then becomes well what do I do with this spare time now and I know for me I struggled with yeah especially before selling the last business I struggled with this because for me, I didn't know what I wanted to do with the spare time. Yeah. So therefore, I'd just be in the business more doing things actually causing more problems than me doing the work that I should have been done. Like I could have just completely walked away much sooner as well. I like that because it it does circle back to the you've got to figure your own [ __ ] out, which is where we started as well. Yeah, people love people love us talking about first world problems, right? I've got lots of time and lots of money. Yeah, we're we are really We're checking the boxes right [laughter] now of how not to like someone earns heaps of money, incredibly handsome, [laughter] runs a great business. You mean like we're checking the boxes of like this person is douchebag, but yeah. Yeah. It's um it's being deliberate living living an active life and being deliberate about it. And I think when you know and and in the past when I didn't have the money I wanted I was convinced that as soon as I had the money that it would solve all the problems. I was you know in the past when I was working all the hours that God gave me I was convinced that if I cut down those hours it would solve all my problems. And then when you get to the other side of something you still need to be deliberate about how you choose to spend your time and energy. And you also need to calibrate some, you know, I've needed to calibrate that work isn't bad because I said that I'm going to only work with clients on Tuesday, Thursday, sometimes in the office. And I'm like, why am I here? Oh, I'm here cuz I want to be. Yeah. I'm here cuz I want to make something and I want to work and I like it. [laughter] So therefore sometimes my leisure time is work and and being deliberate about going okay what am I going to flow into now and what am I going to do is is just being deliberate about the about the things you create otherwise everything just starts to bleed into everything else and you get carried along by you know good ideas or someone else's good ideas or some system that you know someone else has built. Yeah. And like this should not be cut into a short at all. But like how much better is it being rich than not? Let's be real about that right now because there is the case. But cut that one. It's also the truth though. It's the when you've done the work on yourself and you're happy with the person that you have crafted and built yourself to be and then having the money as a side effect because of that. Yeah. I think that has been the brilliant thing. And that's what I'm truly grateful for, being able to be in that position. When I first started making money, lots of money, I wasn't the person who could handle it, steward it, care for it, distribute it, you know, and I was very good at making it, but I wasn't very good at caring for it, and subsequently caring for myself. Yeah. And so it like money amplifies things and also free time amplifies things because like wherever you go there you are. So it's great to be to have means and resources. It's amazing to be able to do pretty much whatever you want, but you still need to have a car. You still need to be very deliberate about the character and the values that you're operating within. Otherwise, it's not difficult to be a rich [ __ ] Uh, it's very easy to be able to do it, but I very much hope that you and I are not that model. I know that we're not, but maybe occasionally, but we're still humans at the end of the day. Okay, last one then. What's most exciting for you now? If from the last conversation that we had to now today uh until the next time that we have this conversation in a couple months time, what's most exciting for you? What energizes you the most about what's coming up? The I've got something for everybody that I want to help. You know, I've made it really easy to get started with and and coming into my world and working with me. I've made it really easy to get insight and access to me if people want it and need it and they're prepared to pay for it. So, the exciting thing for me is that, you know, I've created something that can help a lot of people while helping me at the same time. Yeah. And then all it needs to grow is just my creative energy and great great humans inside it who are using my ideas and my stuff and helping other great humans, you know, get the results that that that they so achieve. Um, so it's the thing is in motion and there's great people powering it that aren't me because we've got an amazing community full of amazing people. And it's cool that there's something built there that's just not that doesn't require just my energy and my ideas and those things that the flywheel is spinning. if I um got hit by a scooter tomorrow uh or one of that that parade outside ran me over um that these ideas and some of the things that I've developed that are unique would carry over and people would take them forward and turn them into something. So, I'm stoked that the genie out genie is out of the bottle and it's rolling and, you know, I'm getting plenty of rewards on that on lots of dimensions, but I'm I'm stoked that people can use it and take it and develop it as well and build it into something that's bigger than me. That's really cool. I really love that. Can you do me a favor? Can you shill and pitch your [ __ ] right now for Well, when are you when are we going to when's this coming out? I'm going to have a book out soon. When when's the book going to be out? A couple of weeks. Uh yeah, we'll fast track it. Let's do the book. Okay. So, if you go to the sovereign consultant.com, there is going to be an 80s something page book, which is a playbook that takes people from 3K once to 3K a week to 3K a day. And it's been 10 years in the making of the simplest godamn way to do it. And I've distilled it down to only the components. And it's not one of those, you know, I found a found a laptop behind a a dumpster kind of books. It's like this is exactly what you do. These are the words you use. These are the steps you take. Um, and I'm super proud of it because it's going to help even more people than I do now. So, the sovereign consultant.com. I love that. I will make sure there is link and everything below. I didn't know it was coming out so soon. So, like neither did I, but push the [ __ ] Okay. Well, this [laughter] is a kick up the ass to making sure this happened. So, we'll time it for so you will see this right now just after the book goes live and we'll make sure that happens as well. Appreciate you, dude. Love you. All right, that's it for today. And if this did hit home for you today, and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Would you be a bummer if you missed out on everything else to come? Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2025-12-25 Views: 67 Video: https://www.youtube.com/watch?v=_tFGWNGpqvk Runtime: 6 min 42 sec (1,238 words) The script, as delivered on camera Let's talk about the lie we all buy into. How do you scale a business and still show up at home for the people who actually matter? Because my answer for a long time, I didn't. When I started building my business, I was obsessed. I wanted to grow it bigger, faster, more. Revenue numbers, they were climbing. The Stripe was pinging. Everyone thought I was crushing it. But if I'm honest, somewhere along the way, I lost sight of why I was even doing it. And you've probably heard the same advice that I did, that you got to work harder, out grind everyone, and if they're working 8 hours, you work 20. And it sounds heroic. It did to me. And so I bought it. I bought in. I went in full mode. I told myself that it was for my family. I told my wife that I'm doing it for you. That one day that they would thank me, that sacrificing the now would buy us the perfect someday. But if I'm really honest, there was just a clever excuse for me to keep grinding and not actually face my Because if you're never home, if you're never present, if you're never joyful, you're not doing it for your family. You're doing it at the expense of your family. Because at the height of it, I was cranking 10, 12, 14hour days. I was wearing busy like a badge of honor. And then at one night, my wife looked me in the eye and said, "I feel like I'm a single married mother." That wasn't just a gut punch. That wasn't just a kick in the teeth. That was the universe, God, my wife, whatever you want to call it. It was a wakeup call. And then my daughter, she was still little. She tugged me on my arm and she looked up at me and she said, "I just want more time with you, daddy." I that crushed me. It wasn't about the money. That shook me. That was the wakeup call that I didn't want, but I 100% needed. And that's when it hit me. If growth cost you your marriage, your health, your kids, it's not growth. It's self-destruction with a spreadsheet. So, I stopped. Not the business, but the madness. I stopped chasing more. I started building better. I simplified everything. I leaned on systems. I timed my offers. I installed operations that didn't need me checking Slack every 30 minutes. And then suddenly I could walk away at 11:00 a.m. on a Monday. I could leave early on a Thursday and the business, it didn't collapse. It kept running. In fact, it actually grew faster because I got out of the way because these days I run the businesses. It doesn't run me. If you've made it this far, seriously, thank you. I appreciate you being here. Uh, real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. My belief is I don't build businesses. I build the people and the systems that build the businesses. So it doesn't run me. And I take my wife out for lunch on Tuesdays. I do school pickups. I take them to their dancing lessons. I sit at the dinner table with zero anxiety about Slack messages or miss sales. And the crazy part of all, we're scaling and scaling faster. And the coaches that we install these same systems with, they're able to scale to a hundred $250,000 months consistently, all without living in the inbox or being glued to content calendars. Because when you have systems that are actually built to be able to have trust and revenue behind it, you don't need to hustle your way to the grave. Because most entrepreneurs never admit out loud that you say you wouldn't die for your business. But it's slowly sucking the life out of you. And isn't that the same thing? Because let's be real, money is just a tool. The real scoreboard, the scoreboard that I care about is peace, presence, play, purpose. Those are the things you can't outsource. You can't buy them back. And if you lose them chasing more revenue, it's not a business anymore. It's just a very expensive distraction. So, if you're stuck in the grind, if you're successful on paper or even on Instagram, but secretly you feel like something's missing, here's my advice. Get the system. Get your life back. That is what we help our clients do because I did it the hard way. I made the mistakes and I made an oath to myself that I would never do that again because build businesses that scale without stealing lives. Because trust me, you don't need to choose between scaling and living. You just need a better model. That is what you need to be able to do. You need to be able to look at yourself in the mirror. You need to be able to answer what is it that you actually do want? Do you want these revenue numbers because these other people in your masterminds programs or people that you're following in social media are talking about? What is the life that you actually live? Do you actually know how much your ideal life will cost you? Because why aren't you getting clear on that number and getting clear on how you build your business to give you those profits without you having to do the work that is going to steal away your life energy, your mojo, and take away the things that are actually important in life. The thing that I actually want you to walk away with right now from this video is I want you to know that you can build a business that you wake up to. You kick your legs out of bed every single day and you look forward to it. You do the few hours of work that lights you up and you can enjoy the rest of your day, the rest of your life and you can show up for the people that actually matter in your life as well. That is what I want for you. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications with a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-07-31 Views: 66 Video: https://www.youtube.com/watch?v=HO3ugd-kTvg Runtime: 18 min 33 sec (3,596 words) The script, as delivered on camera coach. If you want to have a consistent $50 to $100,000 a month or higher, I'm going to show you the exact system top coaches are using today to sign 5 to 15 highv value clients per month on autopilot. And before I show you anything, let me be straight about what this really is, cuz I'm going to do two things in just the next few minutes. First, I'm going to show you the exact machine we build to take coaches to predictable $50 to $100,000 months and the whole thing on screen with you. Secondly, at the end, I'm going to invite you to book a demo call where we map the entire machine for your specific business. Now, the call is free. The build is not cheap. I'll tell you that right now so you can relax and actually watch this. Because here's the deal I want to make with you. If I don't give you something genuinely useful in [music] the next few minutes, something that you could go and use on your own without ever even talking to us, then don't book. Don't give us a scent. [music] But if I do, if you're the right fit, then booking that call is just the obvious next step. Fair? Good. Let's go. And look, I already know what's going through your head. You're thinking that you don't have the time for another thing. You've probably been burnt before by a business coach, by a mastermind, by an agency. You're thinking that your niche is different. You're thinking ads don't work for you because you've tried the once before and you got burned. You're thinking that you're not techsavvy enough for this. And you're thinking even if it's real, it'll work for him. and not for me. And I'm not going to talk you out of any of those right now. All I'm asking is that you watch the next few minutes with the guard down. Just consider it. If it makes sense, it makes sense. If it doesn't, no harm done. That's the only thing that I'm selling you so far. An open mind. Because here's the truth. You're not stuck because you're not working hard enough. You're stuck because of three mistakes that are not your fault. Because nobody showed you the other way until right now. But once you see them, you can't unsee them. And here's the wild part. You don't need to add anything to grow. You just need to stop making these three mistakes. So mistake one is trying to grow by doing more. Now I know that sounds crazy, but right now you are the machine. Your marketing, your sales, your delivery, your follow-up. It's all you. So the only way you know how to grow is by putting more hours in. And there aren't enough hours in the day. That's not a revenue problem. That's an architecture problem because effort can't fix it. Effort is only going to get maxed out because once you fix it, your business starts to grow without you having to even be there. Now, second mistake is paying for leads then letting them leak through. So, let me explain. Someone opts in or slides into your DMs and then nothing, no proven follow-up, no system keeping you in front of them because your leads are pouring into a bucket that's got full of holds and you're blaming the tap. Now, most coaches lose 80% of their leads that they've actually paid through or got through hard work. So, you don't have a lead problem. You actually have a lack of a systems problem. When you fix it, the leads you already have start booking calls and signing on with you. Now, mistake three is buying pieces instead of just having the whole entire system. You might have a cause here, an agency there, a mastermind taking care or something, but each one fixes a single piece and leaves you where you've started because none of them actually collected it all together. It's like buying car parts wondering why you can't drive. A pile of car parts isn't a car. A pile of tactics isn't [music] a business. You don't need more parts. You just need the engine that actually runs them all. So, when you avoid those three mistakes, the machine does the work for you. you just show up and do the work that you actually love, coaching your clients. And the machine is what I'm about to pull up and walk you through piece by piece. But if we're just meeting for the first time, hi, I'm Chris. I've built a multiseigure coaching company. I started it. I ran it and I sold it. And then I got a consulting offer to a million run rate in just 63 days. I then got an agency offer to 200,000 a month in under 90 days. Then I spent years inside of coaching businesses at their chief marketing officers, retainers up to $25,000 a month per client in seven, eight, and nine figure info businesses that you'd recognize. And what I found is the same broken machine in every single one. Brilliant coaches, but they were struggling. But once they fixed their business model and had systems, they were able to bring in leads and clients. That's when everything unlocked for them. Because out of every business that I've touched, over $52 million in coaching and consulting revenue, the constraint was never the coaching. It was never the offer. It was never even the marketing. It was the absence of a machine. So, I built one and I'm going to walk you through that right now. Now, this is the rain maker engine. There are five phases. I'm going to walk you through every single one and how they connect because that's the whole trick. One thing to notice as we go is we don't actually hand you and wish you luck. We build [music] every piece of it with you inside of your business. The copy, the funnel, the ads, the automation, the AI, all done for you. And you'll see exactly what I mean. Because phase one is attract. This is where the right people first find out that you actually exist. There's two parts. One is your content set up properly so every post is pointed to one job, getting someone to put their hand up. And that's powered by your weekly content engine, an AI we train on your voice. So, three or four hours a month from you turns into a month of authority content. The other is low-budget ads that get you in front of cold people who've never heard of you before. Your ad campaign architect max them, writes them, builds them, and then we run to make sure you get the best results. And everything from phase one feeds directly into phase two, which is capture. Now, this is the funnel, and it's probably the most important piece of the whole thing. And it's where a stranger turns into a lead and a lead turns into a sales conversation. And typically it's a call or a DM. Now, they're probably going to land on a simple page, give you their name, email, phone, then they're going to watch a video. Typically, it's 8 to 15 minutes scripted by us line by line. So, you build trust and get them to then book into your calendar and then it's done. But before we build any of this, week one, we get on a call, literally you, me, and my chief marketing officer to diagnose what your real constraint is. Then we personally build your irresistible offer because a machine pointed to a weak offer just gets you nowhere faster. Then what we do is we go into copy creation mode and we map out and then write every single piece of copy, every single thing that you need a part of your marketing all the way from your ads to your content, the pages, the automations, the booking flows, the lot because our tech system builds it for you. Now, what happens typically with your leads is some are going to book straight away, but most won't. And that's perfectly fine. But right there is where nearly every coach loses a fortune because this brings us to the part I told you about at the start. And this is phase three. What we call nurture specifically. We want to be able to microwave your leads. And this is a bit where most coaches have either nothing or it's really where 80% of their leads are actually falling out and they've already paid for them or they've already done the hard work for the content for them. Now there is four things that run all at once for this to be able to work for you. an 11-day run of emails and texts that handle the objections and pull them back and we write them for you. Then there's a library of your best long- form content. So, this is set up so your leads are able to binge and then trust you more. Then we've got retargeting ads of testimonials, case studies shown to only the people that are at the right point in your sales pipeline. And then we build an AI follow-up of your own agent trained on your business messaging leads based on where they actually are, what they actually did, what they've actually watched, and what they've actually opened. Because the whole point is, picture this, [music] someone opts in on a Monday, they don't book. That's okay. But by Friday, they've had a few emails, a couple of texts. They've seen your ads everywhere. They've watched two of your videos. They've got a personal message from your team. And from that, do you reckon they're more likely to book by Friday? Of course they are. That's the microwave. Because then it moves into phase four, which is convert, our closing system. By the time they get here, they're mostly sold all the way. The contents build the trust, the nurture, kills the objections. And so we then give you the full sales process, the positioning that gets them showing up, ready to go. A call structure that works and onboarding that runs itself all built for you. Your sales call coach lets you actually go through, rehearse, and sharpen every call. Plus, you bring your live deals weekly to our coaching hot seeds with me personally so I can help you through every step of the way. And anyone not ready then loops back into the nurture system that we've built for you so that you're being able to maximize every single sale. Now, once we've done the first four phases, we then move to five, which is scale. And this is the fun one because at this stage of your process, we track every number that matters. What a lead cost you, what a booked call cost you, what a sale cost you. And so you know everything that you need inside of your business. And we're testing it. We're tightening the messages. We're lifting your show rates. We're lifting your close rates. Plus, we build all of the processes so it runs like clockwork and you stop being the bottleneck. And then we're able to pour fuel on whatever's working. And when you want to add a channel or a new launch or a new offer, you're not ever guessing. You've got us as your growth team, plus full access to the OS platform with all of the playbooks, the AI agents, and the support 24/7. So, if you can see how it then comes back, it's a flywheel. The more you scale, the more you earn. The more you earn, the better it runs. And it feeds itself. This is the machine that runs all day, every day. And it's a thing that can make a h 100red grand a month on just a couple of hours work a day actually possible. So just step back for a second and look at what you've actually got now. The whole machine built, installed and running for you. Every piece of copy is written for you. The ads, the pages, the emails, the text, the scripts. Your entire funnel is built for you. Your ads are then written, built, and we are running your ads for you. Then there's seven AI agents trained on your business, your offer, your copy, your content, your ads, your sales, and your diagnosis, and your launches. Plus, you've got virtual Chris to get answers 24/7. Plus, there is weekly coaching calls with me and my team. And there's weekly one-on-one hot seat sessions with me personally as well. And there is a fast cash campaign. So, we make sure that you're able to get clients and cash within the first week. That is over $127,000 of build tools and coaching value. But the number that matters isn't the value. It's what it actually does. Predictable leads, predictable booked calls, predictable new clients, all on a couple of hours work a day on you. And you own all of it. But I know at this point you're probably thinking, "Chris, this sounds great, but this takes time to build. What about something this week, this month? And that's a fair point. And that's why we run what I call the fast cash campaign alongside it. So, while we're building your entire engine in the first few weeks, this is what brings in money straight away without ads, without funnels needed, just smart conversations from the proven campaigns I have used over the last 10 years to ensure that you're able to maximize cash and clients this week. And so much so, we've had one coach that worked with us, used the Fast Cash campaign, and did $100,000 cash collected in just the first seven days of joining me, and added $35,000 a month of monthly recurring revenue before the funnel, before the campaigns, before the ads were even live. So then that means that money covers your ad spends, your investments, and everything. So you've got momentum from week one. Now, let me show you that this works because I've done this with hundreds of coaches. One coach went on holiday and only worked 1.5 hours and still made his full income because of this system. Another coach hit 1 million in profit each quarter. That's an extra million in his personal bank account every 90 days. Another coach hit $21,000 for the month. To prove that you don't need a following, one coach signed 101 clients with only 600 followers. Another coach did 50,000 cash collected in one morning. Another hit 133,000 in monthly recurring revenue. Another added 318,000 of cash collected in 30 days. A starting coach signed seven new clients in just one week using this system. Another starting coach did 12,000 in just his first launch. Another is getting 13x rowat. That's $1 in, $13 out with their ads we're running. And what I also love, a coach is making great money, but more importantly is getting guiltfree time with family whilst his business is running smoothly. And another coach signed five new clients in one week. Each client paying him $800 a month. Plus, there's more and more and more and more and more. Cuz the goal here is simple. For every $1 that you put in, you are able to get four, eight, 12, or more dollars back. Predictable, repeatable, and it's all yours. Now, about that demo call. This isn't a discovery or a strategy session that you've most likely booked in with other business coaches or agencies before. On this call, we do one thing. We find your actual constraint. We look at your offer. We look at your numbers, your traffic, your follow-up, and we'll tell you the one thing capping your growth right now. plus the two or three moves to actually fix it because people pay me $2,200 an hour to do exactly this for their companies. And you're going to get it for free oneonone for your business. But the honest part is if we get on that call and the fix is something you can do on your own, we'll tell you and we'll leave you with a plan and you owe us nothing. But if the fix is the machine and we'll show you how we'll build it specifically inside of your business, then either way you leave knowing exactly what's wrong, but exactly what to do to fix it. And that's worth showing up for whether you ever build a thing or not. Now, this call is not for everyone. It's for coaches and consultants who are actually great at their coaching, but they're not growing fast enough. And if that's not you yet, don't book. no harm, but take the ideas, go use them, and come back when the time is right. But if that is you, then this is the most valuable 15 to 30 minutes that you can spend on your business this year. And here is how sure I am. Because we don't ask you to trust us. We ask you just to test us. We build the machine. You watch it go live. Ads are running. Leads are coming in. Calls landing on your calendar. You see the numbers with your own eyes before you even risk a scent beyond your investment. 60 days if you don't have a working funnel, ads generating leads and clean numbers by then. We keep working for you for free until you do. So you have zero risk. [music] And we do this because we know that this system works. Now let me put the actual real costs on the table for you because this is important. The risky option isn't actually working with us. The risky option is another year posting and hoping. Another year of being the bottleneck while the coach down the road that you keep seeing on social media with a worse offer has a working machine and he's actually taking your clients. That's the expensive choice. But really importantly, let me tell you actually why I built this. I've got four daughters, four, and they're growing up fast. And when I sold my last business, I made good money. But I also spent years being the guy who was always just finishing something or always on a cause, always in the business. I was always telling myself, "Next month I'll slow down." And I looked up one day and I realized my calendar was too busy. And I'd built a business that paid well, but had taken more than I'd like to admit. So I built a system that brings in leads, makes sales, and lets me do the work that I love. And that's what we build and install for our clients. Because I don't build it to create another packed calendar. I built it because I wanted to take my girls to their dancing lessons. I want to be able to pick them up from school. I want to have a lunch with a mate on a Tuesday for no reason. And I wanted mornings to actually enjoy my coffee. I wanted a business that I love to wake up to and gives me true freedom. And that's what I want for you. Not just the revenue, although yes, the revenue matters, but the reason you got into coaching in the first place is you wanted freedom. You wanted to do the work that matters on your terms. And something along the way, the business has probably become the thing that took that from you. And it doesn't have to be that way. A machine doesn't need you to babysit it. It runs. You check in, you coach, you live your life. That's the whole point of this. So, at this point, you know the drill. You click the link below. You book in your free one-on-one demo, and we'll take it from there for you. Because there's a couple of options right now. Option one, you close this video and you keep going on your way. You open your phone tomorrow morning. There's no booked calls or there's not enough of them. You're scrambling. You're working harder. Maybe it gets a little bit better. Usually, it stays exactly the same because nothing in the machine actually changed. Option two, you book the call. We find your constraint. We show you the rain makers engine inside of your business. And if it's a fit, we'll build the whole thing in four to eight weeks. because then you could open your phone on Monday and you see leads pouring on in overnight. They came in, they're getting pre-sold all while you slept. Now, caveat here is that we actually only take 20 new clients a month. No, that's not some pressure tactic. I'm trying to be fancy with marketing. It's just simply a capacity constraint because right now it's really likely that you are the machine and if you stop, the money stops. [music] So, we build you a machine that runs. Whether you show up or not, you go from being the engine to owning the engine. And that's it. That's the entire game. So, click the link, book in your free 101 demo, and we'll take it from
Client: Chris Dufey Format: Long form Published: 2026-06-29 Views: 61 Video: https://www.youtube.com/watch?v=7Ac-InffbNs Runtime: 16 min 4 sec (3,023 words) The script, as delivered on camera And I'm making money whilst I was driving to breakfast. I realized I was making money while I was eating my breakfast. I realized I was making money while I was changing my daughter's nappy. Money was rolling in and I wasn't working. $7.95, that was it. But let me tell you, I felt like the richest man alive. Because if we flash back to the end of 2013, there I am sitting at my dinner table with the first sunlight coming up at Palm Jumeirah in Dubai, and I'm about to have one hell of a morning. Because if we rewind 7 months, I'm in Sydney, my wife's 6 months pregnant, and what do I decide to do? I make the ballsy decision, maybe borderline crazy decision, to pack up and leave everything familiar and fly to Dubai to set up a new business. Now, it was just me and one acquaintance in my corner, all to start a completely new business, and what was really going to be a new life for my soon-to-be family. As I just felt tick tock, the clock was absolutely ticking and I had less than 12 weeks to land in Dubai and set up my new personal training business to be able to make it rain. And I felt like there was no pressure, right? But that was certainly not the case. Because then I had to jet back to Sydney just in time for my wife, the real hero of this story, that gives birth to our beautiful first daughter. And the struggles we faced, the sweat, the tears, that's our story that's etched in our memories. Because as we fly to Dubai and I'm immediately start grinding back away training clients from dawn till dusk, literally 6 days a week, I knew that I wanted more. I wanted to be able to have more money, but I really wanted more freedom, more impact. Because training clients in a gym face-to-face felt like I had golden handcuffs. They're well paid, but it was a prison nonetheless. And if I really queued it up early morning at the end of 2013, I'm at my dinner table hitting send on an email that could change everything. Before I sent it, my finger stopped. There was a panic, there was a fear, there was a hesitation before I could send that email to my immediately small email list that was selling my first online program. And it was priced at a humble $7.95, and it was literally packed with me everything that I knew about getting someone into incredible shape from my experience as a physique coach that had coached CEOs, politicians, actors, a UFC fighter, an Arab shaikh, and even a world championship bikini model. And as Lauren was standing at the door waiting for me ever so patiently, as it was my one day off for the week and we're off to our favorite cafe to enjoy a little time together as a family. There, on the car ride to the cafe, my phone started to make a sound that I actually never heard before. And it was this "cha-ching". Your response well I know, maybe I sneak a peek at my phone while driving. And it was my PayPal app. And it was the first sale. And then, there was another. And then, there was another. And I'm making money whilst I was driving to breakfast. I realized I was making money while I was eating my breakfast. I realized I was making money while I was changing my daughter's nappy. Money was rolling in and I wasn't working. And I've closed seven-figure deals know what really stands out to me was those first sales. That epiphany that when you finally get the ball rolling, there is nothing quite like it. But the real lesson I had to learn, learn the hard way, was always chasing more more money, more status, more trophies on the shelf. All of that is how the hell do we know when to stop and actually ask ourselves, what's enough? When I started my online fitness coaching business, $10,000 a month would have been my golden ticket. I thought that was the absolute dream. I hit that and like clockwork, I set my sights on $100,000 a month because I saw others doing that. I was in business masterminds. I saw these other people in the industry doing those sorts of numbers. And a few years after my first online dollar in Dubai, I was in Canggu Beach. See, when I started my online fitness coaching business, I thought $10,000 a month would be my golden ticket, the absolute dream. But then when I hit that, just like clockwork, I set my sights onto $100,000 a month. A few years after that first sale in Dubai, I was on Canggu Beach in Bali. And then life had taken a turn. We had moved to Bali from Dubai. We were chasing dreams of world travel and giving my business, my online business, the legroom that it really needed. Bali wasn't just a postcard destination. It was a financial safety net to get this next chapter of our lives together. And so fast forward to that day on the beach, I'm building sandcastles with my daughters. And then I get a message from my sister. And the monthly financials have just come in and she sent me the spreadsheet and we'd cracked it. $100,000 a month. And just like a reflex, my first thought was, I wonder how fast I can get to a million a month. Now, "To be smart enough to have all that money, you have to be stupid enough to want it." G.K. Chesterton said. And so thankfully, I've done the therapy, I've seen the healers, I've tripped on the psychedelics, and I've devoured more books than I could probably poke a stick at. And thankfully, something had finally sunk in. And I thought, "Enough is enough." Because then I sat there letting that sink in. And after I just reached the point, I hit $100,000 a month and I immediately then thought, "Let's go for a million dollars a month." I then had the next thought, "Hang on, enough is enough." As there are two reasons why I think I thought that. One, it was a gut feeling. And the other is a practical philosophy that I want to be able to live by. So, firstly, it's that visceral moment you say enough is enough. It's that that moment when you hit a wall. You can't help it be able to just throw your hands up in the air in frustration and despair, and you reach a point where you just can't tolerate the anymore that you're putting yourself through, and that's where you say enough is enough. But, it's also when you've hit rock bottom. You're crushed by the weight of whatever's been dragging you down, and you make a decision. You make a pledge that you won't tolerate it any longer. You're done with the pain, you're done with the struggle, and you resolve to fix it and do whatever it takes. And the second reason I think saying enough is enough, it's a compass. It's a guiding philosophy for you to choose to live the life that you want to live. The suffering, the unhappiness, that gnawing feeling in your gut at 2:00 a.m. that whispers, "You're not happy with the life that you're actually living." It's all driven by that constant craving for what you do not have. That endless striving, the thirst for more. That's what's making you miserable. But, what if you could actually be peaceful, be fulfilled, and content with what you already have while you're still watching success unfold in front of you? I think that's the real trick. This is the This is the insight that I was having. This is why I wanted to share this with you right now. Cuz don't get me wrong. I'm not saying that we should all just sit on our hands and accept whatever life tosses our way. Far from it. I know it's about Well, for me, it's about knowing what's in your control and then what's not, and then going all in on the former. So, when it comes to achieving anything, I think of the process, objective, strategy, and then tactics. So, for me, I don't I know this might sound weird, but this is just the way I go by these days. I don't want to be happy. Happiness is not directly what I'm actually trying to achieve. Freedom, equanimity, peace, these are the feelings I feel like are more what I'm actually really trying to point at. But, if I had to have one word to mean my chapter of my life right now, I want freedom. If you've made it this far, seriously, thank you. I appreciate you being here, but real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. And the way that I think about it is all we really want is freedom, don't we? But, why is this so elusive? If you are so smart, if you are so good, why are you not living the life that you want to? That was the question I was asking myself. And I believe that true freedom is downstream from financial freedom. And I know that some people might not like me saying that, but that's just my belief right now. Because it's not about stacking cash for just the heck of it, it's about using that dough to actually grow into your best self, to give you the resources to be able to then actually spread the love. It's been on both ends of this spectrum. I've been dead broke, crashing on sofas, heart racing over bills. I've been there, but now being financially independent, and let me tell you the difference is absolutely night and day. More freedom equals more chances for you to actually give back. I think that's why we're really here at the end of the day. But, this is where I went wrong for so much of my 20s and my 30s. I didn't embody the truth that life really is a journey with multiple chapters, and in each chapter, a man must focus on different aspects of his life. But, this is where I went wrong for so much of my 20s and my 30s. I didn't embody the truth that life is a journey with multiple chapters and that in each chapter a man must focus on different aspects of his life to grow and find fulfillment. As we move through these stages, it's important to take stock of the key areas that really compromise our existence. And I'm talking about our relationships, our career, our health, our personal growth, our spirituality and then there's so much more. But when we enter a new chapter, there is often one area that demands a primary focus of energy. So, perhaps it's building a career in our 20s. Maybe it's starting a family in our 30s or pursuing a passion in our later years. Whatever the priority is, we must give it our full effort and attention. And so, or or you could be a complete nut job and just do like everything in your 20s like what I did when it came to multiple moves around the world, starting a family, building multiple businesses. But anyway, that's it for another episode. Yeah, the way that I think about it is when we have a central goal, we can't neglect the other vital parts of our life. So, I'm not exactly sure when in my 20s, but I really became disgusted by how many people were compromising in their lives. It's a typical story that we've all seen. A man becomes rich, yet loses his health or dies early. Or he climbs a ladder of success only to have pitiful relationships with his children and now ex-wife. The cultural norms tell us that we pour everything into one aspect at the expense of all of the others. Yet we risk watching our life crumble around us because of that belief. And that's where the path then is really to identify the critical area of our current chapter and make it our North Star whilst still tending thoughtfully to all of the other pillars that support a well-rounded life. And we must find that harmony that we can sense or the proportion of what it is that we're really driving to pursue or what our driving ambition is. Because for me, finding contentment is a revolutionary act. It's about being okay with what you've got and not always chasing what you don't. Enough isn't a universal measure, and I think this is where so many people go wrong. This is where I went wrong. It's indeed the personable. It's not about capping your dreams, but it's about valuing what's already actually in your grasp. And so, it might sound dark, but the practice that brings it all into perspective for me is to to pick me to picture myself on my deathbed. And I ask myself, "What's really going to matter?" And I bet it won't be by being balanced or how many cars I had, and it'll be more about the depth of the relationships, the peace within myself, the simple joys I found along the way. As this isn't going to just be a feel-good talk, it's about really cutting through the veil of delusion that we can so easily get caught up in, and it's about finding worth in our present presence, not because it's perfect, but because it's ours. But again, don't get me wrong. There is nuance here. I'm not slamming the door on ambition. Ambition can be used to has the rocket fuel propelling us to achieve amazing things, but or however, and it is a big but and however, it's got to be the right kind of ambition. Because success isn't just about ticking off a box or nailing that outcome that you've been chasing. It's deeper than that. It's about the intention fueling your actions, the motivation that gets you out of your bed when it's dark and cold. The part of you that keeps pushing when no one else is actually watching. We're talking about goals that don't just glimmer from a distance, but that resonate inside of your bones. The goals that speak to who you really are and what you truly value. The kind of ambition that feeds your soul, not just your ego. It's the difference between chasing empty trophies to living a life that is actually purposeful. Finding that balance between ambition and contentment. It's It's a dance. It's a and for me it's a dance with two left feet, but most of the days it's going to feel awkward and clumsy and I'm still myself trying to learn the steps, stumbling more often than I'd probably like to admit, but every now and then I do catch myself and this is why I believe you can easily too, is you catch yourself in that rhythm. Because when I do, I'm flooded with gratitude and I know it sounds like I've lost my mind right now, but the truth is I've lost most of my craving for money. I see it now as a byproduct, not the goal. It's what happens when you're in alignment. It's what happens when you're actually offering consistent value to the world. Because the real currency, the currency that I'm wanting to be able to get is peace. Knowing that when the noise fades out, that when you're alone with your own thoughts, you can sit there silently and feel whole. Because the problem is because your mind, your mind will fight you. It'll craft every excuse under the sun. It'll whisper to why you shouldn't go deeper, why you should settle, why you should give up before you even start. And it'll tell you to follow the script. So for me it was giving myself the space, the stillness, the solitude to hear that quiet, truest voice that's inside. The one that knows what the best next step is even when you don't want to actually listen to it. So you keep asking yourself I I keep asking myself, are my goals really mine? Do they reflect what I want, what I believe in, what I stand for? Or am I just running on autopilot chasing a mirage society has actually sold to me? Because the truth is the only ambition worth having is the one that feels like home. The one that even when everything else falls apart, that still makes you feel like you're exactly where you're meant to be. All right, that's it for today and if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Prove to your bum if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process and you can be able to install it inside of your business because remember this channel is for coaches and creators who want a daily income, simple systems and to be able to take time off. I appreciate you watching and I'll see you in the next episode. I'm only human.
Client: Chris Dufey Format: Long form Published: 2026-01-19 Views: 55 Video: https://www.youtube.com/watch?v=hpI6TIy0MJs Runtime: 24 min 43 sec (4,517 words) The script, as delivered on camera It was 3:02 a.m. last Wednesday morning, and I was jolted awake by a question that just kept refusing to let go. What do I want out of my life? And at 37 years old, I'm there sitting here in utter confusion, trying to relive my entire past, trying to dissect where it all went wrong, what I got right, and what I should actually learn so that I can best move forward. Now, doubt is one of those sneaky emotions that can chain us down, where it whispers to us that we're not ready, we're not good enough, we're not worthy, and it paralyzes us, leaving us stuck in this loop of inaction, spiraling into deeper pits of doubt, aversion, and lack of confidence. It's like the Achilles heels just cutting us down. Yet, I have learned that doubt is also a compass trying to or helping us point forward where if we're brave enough to face it. So after lying in bed with my mind racing, I walked downstairs. I opened my journal and I distilled all my thoughts into 16 essentials. And this is what I want to share with you right now straight out of my journal. As I had the epiphany throughout this entire process that answering one profound question can unravel a thousand tangled ones. It's a simplicity of the clarity that is able to cut through the chaos. So last Wednesday morning, I was tearing through my bookshelf. I was frantically searching through my Google documents. I was hunting down those passages that always spark something inside of me. I went through my entire Apple iotes which is have a treasure trove under this one uh folder called my thoughts on and where I'd stashed all my learnings for years. Now these aren't just notes. They're actually my personal guide post. They're what I call my dials in which I can adjust these dials, ramping them up or ramping them down depending on how I'm feeling or what I'm actually feeling like I need to solve in this chapter of my life right now so that I can in hopes be able to tweak to be able to find balance because right now the dialed marked personal growth and mission is cranked up and I'm just 6 months into growing my new company the rain makers and this startup face it's it is it's dem demanding energy and focus. It's growing really quickly. It's already grown into something far beyond I thought it was going to be when I first envisioned the birth of this. But in my pursuit of success, I've neglected the dials labeled balance and harmony, particularly the delicate dance of what some people like to call work life balance. I wasn't having that whatsoever. And which is why last Wednesday at 3:02 a.m. I was having that crisis that one that led me to just like hammering away at my keyboard trying to figure all this stuff out because it quite literally was a wakeup call. Once again, that universe was tapping me on my shoulder, banging me over my head where I had to try and find out or learn that achieving and succeeding meant nothing if they're at the expense of harmony and well-being. Which is why I found that where these distractions are abundant and expectations are going to be relentless, understanding what I genuinely want is not just some intellectual exercise. It really is the bedrock for living a life that actually has that purpose and fulfillment that we're ultimately wanting. Because in today's society, which often equates success with all of these external achievements, it's when I'm at my best that when I remind myself that true fulfillment is actually from within. It comes from understanding and embracing what genuinely matters. And I am ashamed to admit that I already knew this before last Wednesday's wakeup call. But that's the difference. That's where I wasn't embodying it. So I know that I must be and do something different. Knowing that the right thing to do is actually having that strength of character to follow what is my definition of foolishness because I've been foolish. The dials of my life are in my control. It's up to me to be able to fine-tune them to create that harmony that resonates with what I actually want to be able to be and do and have in this life. Because as I was going through all of my notes last Wednesday, I realized that the insights I've collected over the years aren't just for me. They're the lessons that can resonate with anyone that is really trying to seek a life of meaning and purpose. So instead of complicating things, I wanted to share these more as like a raw unfiltered reflections straight out of my journal in my hopes to kind of to wanting to give you guidance that's profoundly helped me because in my life as an entrepreneur and as a husband and as a father, I've learned that meaning isn't just something that's going to be handed to you. It's something that you create for yourself. Because when I started each one of my businesses, I chased success because it was going to make me feel good. The money, the recognition, the growth, that's what we're supposed to be doing, right? But I quickly realized that true fulfillment comes from aligning my work, but with my core values and passions. It's not about just ticking those box of societal checklists, but really it's about uncovering what resonates, what's deeply within my inner self. So for me, the means of building something that thrives financially and positively impacts my team, my customers, and my community. See, when I sold my last company, I scribbled down a bunch of rules that I wanted my next ventures to be able to live by. And I was determined not to repaint those same stupid mistakes I'd made before, because there's what I could call my personal mission. Because every morning, I want to be able to kick my legs out of bed with a sense of mission. not just to build a company, but more importantly to create a life that matters. And that's where this personal mission goes beyond work and really is how I'm showing up with all the other aspects of my life, especially as a father and a husband and as a friend. Because knowing why you wake up every morning, that is what transforms your life. Infusing it with energy and purpose and integrity. Because when I focus on my family's happiness and their own growth, I find that everything else starts to fall in place. Purpose isn't just some brand vision that you have, but it's in the intention of every small action that you make in a day. Because as I literally quite say this right now, I find myself in this contradiction where it's talking about personal mission yet I just said that my focus is actually built on my family. It's always been easier for me to prioritize others whilst focusing on myself. And so that's where being truly useful as even when I say this right now, I know that I'm in a contradiction because I'm talking about personal mission and yet when I focus on my family, I know that I'm able I'm better able or I'm easier or I'm more wanting to actually then focus or prioritize others over my own well-being. And that's where I feel like I was for much of my life too utilitarian, too trying to do others and trying to do the right thing to kind of fit into this box. And I was always neglecting myself. I was never thinking about my own happiness because in business this means building relationships that goes beyond transactions. Uh Arthur St. Brooks distinguishes between real friends and deal friends. And I constantly want to be able to nurture the former because I strive to be able to offer kindness and to be able to have compassion, to be able to have a sense of belonging to my team, to my clients, to my community. And because as a father and husband, I've learned that the love that I give to my family, it returns 10fold back. Love is that currency that's never going to lose its value. I know that sounds totally cliche or a little bit weird, but that's honestly how I feel now because then there's the belonging because us humans, we're social creatures. We find ourselves in a tribe. And as an entrepreneur, I've learned that success is a team sport. So rounding myself and the people who share the visions and the values is key to my own growth, but also for us to be able to succeed together. And so where I'm a part of something larger than myself, that's where the collective is able to then support and uplift each other. It's kind of the saying that a rising tide lifts all shifts. That's the way I want to be able to build the culture, especially within my business and especially kind of in the the spirit of our family because you can't outperform your support network and you can't outperform your environment. And I believe in the power of a solid supportive network. Not just any network, but a handful of great people that are sharp as tax committed to be able to help each other rise by be able to create a space where you're not just surviving, but you're actually thriving as you as your own self. And this is why after chatting with one of my hell smart marketing friends and having an insight not that long ago where I just said, "Buck it. Let's cultivate our own worldclass crew." And I wanted to create a private mastermind and have brought together a bunch of multi- and eight figureure entrepreneurs where we're able to help each other, share each other's secrets, and to be able to create something that was not there at all when it came to support, insights, information, and knowledge. Because there's plenty of people that say know thyself, but what does that actually look like in real life? How do I best practice and embody this? Because again, as an entrepreneur, as a father, as a husband, understanding my strengths, my weaknesses, my desires, my fears is foundational to personal growth. And I've had to confront these uncomfortable truths time and time again to be able to better embrace them, to be able to be the leader and the partner that I wanted to show up as. Because self-awareness is really that compass point that guides those decisions that guides those interactions ensuring that you're aligned with your values and that practice in what I'm talking about having that introspection is something that is needed to be done more frequently than I am doing now. And I say I want to be able to do it on a daily basis, but I should be doing this on a momentto- moment basis because that's when continuous learning comes in because growth is not just about of this onestop shop, this one milestone that you hit. If you've made it this far, seriously, thank you. I appreciate you being here. real quick. If you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it because with continuous learning, growth doesn't stop once you reach a milestone. I will stop learning only the day that I die, not a second before that. Because as I embrace a mindset of continuous learning, whether it's going to be from formal education, life experiences into contemplation, this is when we're going to be able to open ourselves up to being curious, to be open to new ideas, even being open to when new challenges are going to challenge the very beliefs that I have core to myself. Because then there's the aspect of giving back. As I've grown my career, I've realized that true success is really measured by the impact I have on others. And all of these books that are on my bookshelf, they're all about the importance and of service to others. Being able to contribute to the well-being of others not only helps them enrich their own life, but it's to the polyword muda, which is the joy I get when I see somebody else enjoy. Because right now I get those good feels from mentoring younger men and being able to donate to causes that I believe in. Giving back is that reminder that we again rise by lifting others up where the world is going to be richer when we're able to share our gifts in all the different ways that we have our gifts to share with. And that's where I feel like legacy and with legacy. I am torn with this one right now. So, there's a good chance I'll have another episode coming up redoing this one. But stick with me because on one hand, legacy seems like it's a bit about caring about what others think after you're actually gone. And on one hand, it could be like legacy could be looked through a lens in which I refine my thoughts and my actions to have a greater impact on others. So, where legacy isn't just about tangible achievements, it's about the intangible impact on others and the world. And so as a father, I focus on the lessons and values that I pass on to my children. Uh as a husband, I work on towards nurturing a relationship with my wife that I can look back on and I can take my last breath and know that I've loved with an open heart. In business, I aim to create something lasting. Not necessarily a company that's going to be like enduring decades and decades of time, but essentially really wanting to be able to it stand for more than just profit. And I wanted to be remembered not only for what we're able to accomplish together, but the way we're able to make people feel through the positive change we will be able to give them as well. And that's where I feel like my legacy then reflects the values in which I live by every day. And so the next insight was the mind, body, spirit balance. It could just be because I'm in Chang Bali for too long, but anyway, a healthy life requires nurturing all aspects of your being. So, in pursuit of success, I've learned that neglecting my physical health, my mental well-being or my spiritual nourishment is not going to equal a happy Chris at the end of the day. Which is why now I want to prioritize exercise, meditation, time for reflection, having good times with my friends. Having that harmony in mind, body, and spirit is the foundation of well-being. It's when you have these different plates spinning and if you just let one drop and it breaks, that's when shit's going to hit the fan because that's when you're not going to have work life harmony because they talk about work life balance. And I don't feel like there's balance that you want there. There's a harmony happening. More of like a musical uh way to think about it because I know that I'm aiming for big things, things that most people aren't thinking that they can achieve. And I want to be able to achieve these bigger things I believe that I can do. But the notion that I should just roll over and accept that some parts of my life have to suffer because I want to achieve those things, I think that's uninspiring and downright depressing. I look at people who have hit the jackpot financially, but if they're out of shape, in poor health, disconnected from their families, I think that's a cautionary tale because on the flip side, if you want to achieve something truly world class, like winning a gold medal at the Olympics, you've got to go all in. And sometimes that is at the expense of other areas in your life. But that doesn't mean that I'm looking for a perfect 5050 split for everything. I don't think life is that neat. But it's about aligning for me for me. It's about lining my actions with my values and being fully present with my family even when business might be tugging me from all sides. Because the truth is as I'm saying this, I haven't nailed this balance. I haven't nailed this harmony. I know that I need to do better, but I've realized that being a successful entrepreneur, father, husband isn't about finding some mythical equilibrium. It's about setting boundaries. It's about knowing when to say no. And it's about constantly recalibrating my priorities because that harmony is not a f not a final destination. It's about an ongoing practice, that daily commitment to how you actually show up and me having to say to myself, get better at this, Chris. And that's when by doing that the other insight was needing gratitude because cultivating gratitude isn't about shifting your perspective. It's about transforming your entire experience of life. When you focus on what you have rather than what's missing, that's when you're not just going to be settling. That's when you're unlocking something that's a deeper sense of contentment and joy. Contentment isn't about ticking off every item on some endless wish list. It's about realizing what you already have is enough to make your rich life a rich life and what to have your life now already meaningful because gratitude isn't about that checkbox because I used to do this. I used to do everyone would say you've got to have a gratitude list and I would go through every morning and I'd write a gratitude list and it was literally me just checking that box off like I wrote a gratitude list for the day. I was not feeling it. I was not embodying it. I was not being it in any way and it was a complete and utter waste of time of actually doing that practice because for me the more I appreciate what's in front of myself the less I feel the pull for what's out there to reach and to be able to try and desire because the acceptance of life's impermanence another deep insight is that I remember when Joseph Goldstein was said whatever has the nature to arise will also pass away. Life is transit and embracing this fact brings me peace because change is inevitable. And what I've learned to find in peace is that the present moment is going to be the present moment. And the only constant is change. And by embracing it, I'm able to free myself of that burden that is going to be trying to have me control the uncontrollable. Because when I'm the mountain shakable and resilient, I become the man that can weather the storms. But I can do it with joy and I'm able to then show up and be my better self because this is when I have to continuously remind myself that I need to be true to myself. Every time I try to imitate someone else or chase after things that aren't aligned with my true self, I screw up life a little bit more because authentically showing up, living authentically means living in alignment with what's in your true values and belief, not bending to some other external expectations. who's in a world that's going to try and pressure us to conform. I know that I'm at my best when I have the courage to be my true self. Whether it's going to be in business or my personal life, authenticity means making choices that reflect who I truly am, not what others expect me to be. It's about embracing my quirks, my passions, my unique voice, knowing that I'm going to screw up in certain ways, and wanting to be able to then be in integrity because integrity is doing the right thing even when no one watching. That's not my writing though, CS Lewis. And integrity involves me making choices that reflect your principles, holding myself accountable to higher ethical standards. Acting with integrity means making decisions that align with my principles even when life is challenging. Because as a entrepreneur, as a father, as a husband, integrity isn't just something I talk about. It's something that I have to be and have to show up with every single day because when I don't, life is going to crumble very quickly around me. Integrity is then going to build trust in how other people are going to see myself. But importantly and more importantly, integrity is how I'm going to feel about myself. Integrity is how I am going to build my own self-esteem. Because if I say that I am wanting to do something, if I say that I'm going to go to the gym and do a workout today and I do not and I act out of integrity, then I am just casting a vote that I am a person that does not show up, that does not act with integrity. And I'm going to then start seeing myself as somebody that is not going to do the things that I say. And if I cannot trust myself, who can I trust? Because it's about staying true to yourself even when no one's watching, even when it costs you something in the short term. It's that quiet assurance that at the end of the day, you did the right thing. You acted by your values. And that's the reward in itself. Integrity means that you're holding yourself accountable. It's not about being honest just with others, but honest with yourself, owning up to your mistakes, learning from them, striving to do better, being able to model that kind of behavior that you want to see in your children, in your team, and in those that you actually look up to. It's about leading by example, not by words alone. Because in the end, integrity is going to define your and my character. Now, this next dial was definitely one of the hardest ones for me to be able to actually take on, and that is the pursuit of joy. Because life isn't about serious pursuits, finding joy in the small things and making room for the fun and playfulness amidst the demands of entrepreneurship and family life are the things that are important. The small things are the big things. And I know that I'm saying this, I really want to nail this message home and share this is I know that I'm not fully embodying in being this lesson, this dial. And this is something I'm truly working on in a day by days by day basis as well. But at the end of the day, I have to ask myself, why the [ __ ] am I working so hard anyway, Chris? And that's when if I'm not having fun and I'm not having joy, not that it's supposed to be fun and joyful the entire time. No, there has to be the ups, there has to be the downs. We would not know the good if there was not the bad. But I still have to know that I'm enjoying that process and it's something that I'm working on myself on. Because for me, when I'm able to then next embrace simplicity because sometimes the pleasures in life, the simple pleasures in life are what bring the most joy. Because yesterday I was actually sitting around a fire with three friends and we were just talking crap about the highs and lows of life and what was profoundly nourishing to each of us. And when we strive for simplicity and appreciate the beauty in these everyday moments in these little things, that's when you get lit up. That's when you actually have those memories that make your life worthwhile. That you feel good about what it is that your life actually really is. Because as I wrap this up and I really think about to be me waking up at 3:02 a.m. last Wednesday, I realize that the essence of a meaningful life, it's not hidden in some distant future, but it's actually crafted in the choices that we make day by day. Each lesson, each moment, having that introspection in each of those parts has taught me that life is about consciously aligning with who I am and who I want to strive to be. and that being able to come together. It's about building a life that feels authentic and more purposeful, whether it's in the boardroom, the living room, or just in those quiet moments of solitude. Because to be truly alive, I know that I must embrace that chaos and clarity, the doubts and the dreams, the success and the setbacks. Because waiting for it to all be perfect, for that perfect moment [clears throat] to arrive, that I just do not think is the right thing to be doing. And that's why I want you to listen to what truly matters in your heart to have the courage to pursue it relentlessly. And I don't want you to wait for life to happen to you. Make it happen for you. Be a little bit better. Be a little kinder, a little bit more aligned with the person that you want to be. Embrace the uncertainties, cherish the simplicities, and stand up as your own unshakable mountain. Cuz the world needs the best version of you. And so do All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Would be a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see [singing] you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-04-14 Views: 54 Video: https://www.youtube.com/watch?v=Dr-P5E_kOLs Runtime: 52 min 42 sec (10,144 words) The script, as delivered on camera So how do how do we become unattached? Put the attention towards action. A lot mostly on action and enough of it on the people that are receiving the action, receiving the benefits of it and the bare minimum on ourselves. And then now all of the basic functional stuff like food, yeah, you know, shelter, you know, having date night with our partners. We set up a system so then this way it runs automatically. So we don't have to spend so much attention on oursel trying to better our life. Our life runs on automatic on the personal side. So then we can spend our time and our action and most of our energy taking action and make sure this action is providing value for the people we want to serve. Whether this is family, kids, customers, friends, everybody outside of us. Now we don't get attached. I'm really looking forward to this conversation with Mike, someone that has just recently come into my life and we recorded a podcast interview for your show just a couple days ago and I had a smile from ear to ear for the entire rest of the day. I remember walking back in home back into my villa and uh Lauren, my wife, saw me just like glowing, beaming, and I was just like that was the best conversation. So, I'm going to set that expectation that we do that again today, Mike. And I appreciate you so much for being here, dude. Because what I see you do, I admire and I respect so much and the level of mastery and knowledge that you bring to what you do is impeccable. So, I want to be able to highlight and dive into that today. So, firstly, just thank you so much. My pleasure. Now, when it comes to you actually getting here today, like when it comes to the journey that you've been through, what were it come what were the pinnacle turning points where it got you to actually be fascinated in the knowledge and in the mastery that you have now? That's a great question. I think with it with with everybody, there's got to be a need. There's got to be some type of problem, something that gets a person to go and do something, right? We all talk about the big why. Well, for me, learning about life and happiness and purpose. Learning about how to how to know what is what is right, what's right to do, what's wrong to do. Technically, once we're adults, we can pretty much do whatever we want. We're not under our pants roof anymore. And what drove me was that I wasn't able to be happy. I wasn't really able to be satisfied. And similar to what what we talked about, I experienced this level to where I don't have any real technical problems on the outside. And as far as the general things of um money or friends, um uh recognition, connection, it's all kind of there. All the material stuff is But yet, I was not happy. I was emotional all the time. I'm smoking all the time. Um, and I knew that something was wrong, but I couldn't really put my finger on it. Mhm. And I couldn't really talk about it because I was afraid that if I was to talk about this with other people, other people would look at me and go, "Something's wrong with that guy because he just told me. So, I can't say that." So, that here I am kind of stuck in my own world, knowing that there's an issue, but trying my best to pretend that there's not. And I had an experience that basically allowed me to experience how it's like to not have issues at all. A freedom, a a sense of liberation, total clarity of mind, non-existence of fear. And from there is when I realized there is definitely something more. This experience that I had had nothing to do with any type of level of success on the outside. And then from there it's like okay well I want to learn what happened. I want to learn exactly how I can maintain this state of peace and how I can show other people how to do it cuz everybody wants to do it. I don't care if they tell me they want to or they know they want to. They want to cuz everybody we're all human and we all tick in very fundamental same ways. So it's like an an an inert drive that we have is to go towards that feeling. Yes. Why do you think I love that you bring up and I really appreciate the humility as well of understanding the I am having a problem and I'm not being able to talk about it because if I talk about it there are these consequences that I think that may happen that are going to be negative towards it. And I think that's very much why I wanted I I struggled with that for so long because having had depression, anxiety, suicidal ideiation problems, it fers so much if I was keeping it inside. And then I also realized it's best, my best value to the world is by me being able to open up about this. And that's very much why I wanted to do this. Why I want to have these conversations. one, selfishly, I want to have these conversations because I think this is like the most brilliant use of my time ever. I get so much out of it. But it's also then in my hopes that we're able to transmute something across for the listener to be able to practically use in their life as well. So when it comes to you having the experience, clarity, dare I say even an epiphany of how you felt in that moment, what has then happened for you to be able to practically apply what you've learned into your life? Like what are those learnings? What are those teachings? So practically apply um the first thing I realized is if I want to be if I want to be happy I need to understand what happy was and to to dive into it to give a very clear answer so it's not too abstract um I need to feel good I need that's the basicness of happiness if I'm not feeling good if I'm in pain can I be happy technically I can but in reality it's very very difficult so I need to feel good. So feeling good means uh taking care of the basic foundations of getting enough sleep, eating good, moving. But then also the next level from there is well let's go ahead and take care of these emotions. If I am scared, if I am stressed, if I am worried, if I'm sad, I'm not going to feel good. So I need to go and let those emotions go. So this way I feel at peace. People think they want to be excited all the time. But in reality, if they're excited, they can't maintain that high energy for very long. If we ever think back on a day that we are really excited, you are exhausted by the end of the day. A lot of times you can't even make it half the day in full excitement. It's like everything's exciting and then you're like, I'm just I'm so tired. I need I need a break. Nothing is wrong. I just need a break. I don't have any energy. It's like just turning the energy on full-blown high and blasting it. It's like we just went on a sprint, an energetic sprint. So when we're at peace, we let go of all the emotions and stuff and now we are calm. We're relaxed. We can enjoy the moment. We can enjoy things. If we balance into a little excitement, we can come back into a default state of peace. I realized that's what I need to do. And how to do that? Body and mind. In the body, I need to let go of those emotions in my body, which basically means I need to relax. That's the simplest way to put it. Um, in my mind, I need to be clear because if I'm thinking about problems, then they become real. When I stop labeling things as problems, there's only just situations that are happening. So then therefore, if I can clear my mind, then I'm not making up problems in my head. If I can relax in my body, then my body feels at ease. These are the most two very very specific practical things to be happy. This has nothing to do with spirituality. It has nothing to do with personal development. All this stuff we can say this is just very very practical things. If you want to feel good, you just relax and clear your mind and you'll feel better. The moment you're not relaxed, you're not feeling good. The moment your mind is racing too much, whether or not you're thinking about stuff that's going to move you forward or drama stuff, you don't feel good because it's it's too much. It's energetically draining. It's um every time when we have a thought, there is a sense of feeling a lot of times attached to it unless we have learned to detach from it completely. And most people have not. So they're just getting hit with these little mini emotions constantly with thoughts, especially because they're attached to the things that they want. They're attached to situations they want to create. So if someone goes, "This is going to happen." They get a little dopamine hit. They get a little excitement. And then when they go, "Oh man, I'm running into a struggle." Then there's a sense of stress that happens immediately. And this can happen within 20 seconds. They're bouncing because the thoughts are nonstop. So when we think about this non-stop stream of thoughts, if we are constantly attached to the outcome of the things that we want, we're either going to come up with thoughts that are going to make us happy or thoughts that are going to make us not happy because it never stops. The stream is constant. So if we had to constantly think about things that make us happy, we'd have to be really really in control of everything around us. The people, the space, the weather, how people are interacting with us, what they are saying to us, how what messages they're sending and etc. It's a lot of control. And as we know as entrepreneurs, control is a lot of work. Yeah, it's a lot of work. And not everybody, I'll say that again, nobody wants to be control. You pay them enough they go find fine you can control me for a certain aspect of time because I'm paying you. Okay. But in reality nobody really wants to be controlled. And when we are trying to control people there's resistance. When there's not resistance a lot of times there are yes man. And you don't want a yes man on your team. You don't want a yes man wife. Yeah. Because she can't support you. You're having to go and pull her along. She's a follower. So then you have you don't have yes around. You have people that are freeth thinkers and they don't want to be in control and those are the actual people you want to have in your life on your team. So you guys are actually contributing to each other. It's not a one-way fate. So you see there's this confliction which is why like companies like Google like they yeah they're running a massive operation there but every Friday they go okay do whatever you want just as long as it's kind of contributing to the company do whatever you want. They try to lessen the control as much as possible because nobody will stay there if they are being controlled, not at the level that they're playing at. I want to jump in and say thank you for listening and supporting the show as at the moment we don't run any ads on the show. And if you're getting value, if you're loving the show, then I invite you right now to share this episode. Share this directly to a friend or share it on your socials. And when you do share it on social, please tag me so I can personally say thank you to you as it means a huge deal to me as this show is about us coming together as a community to help each other grow as I really do believe that a rising tide lifts all ships. So take your screenshot, grab the link and share it with a friend that you think could get value out of this together. It will put a huge smile on my face and I very much appreciate it. I find this really interesting. I love this. And two things come up for me when you talk about that is one being we're also well okay with the thoughts side of things this has been profound for myself when it comes to literally being able to sit and to be able to witness the thoughts come through my mind and being able to let them go. And I understand if someone listens to us right now and they're like what that doesn't make sense. But there is a there was a beauty that's come through specifically from my meditation practice where is being able to witness thoughts come up and seeing them unwind by themselves and then being able to investigate what is a thought and how easy it is for us to become attached to this thought and it becomes our entire world until we're able to then step back and come into the now we could say and being able to let go of that thought and then being understand what really is. Because you said something brilliant before which was the the reality of what this situation actually is and us not having a story about what that situation is because there is there is only what is and it could be good or bad. But if we let go of kind of labeling or naming something as good or bad and just seeing as what it is, I feel like it liberates us to be able to then be responsible for moving forward with it because especially when it comes to control. I remember I was actually in a psychotherapy session with with my therapist and I said something about control and she came back going, you know, control is an illusion. And I was like, "Oh, it was the first time I'd ever thought about it." Like, and I went, "Oh my god, it is like we want to have this this feeling of control, this feeling of certainty of something wanting to happen." And I'd be interested to know what you think as well, but especially with entrepreneurship, the more ability that I see of an entrepreneur being able to let go of the ability of certainty, the more power they can actually act from. Yes. And I feel like that has been profound and something I'm constantly wanting to work and practice towards is being able to let go of that certainty. And for me, it's very much more of a case of like I can only control my thoughts and my actions. So if I operate from that, because for me, if I'm having to have the weather be sunshine and rainbows and everything happening just the way that I want it to be in the outside of me for me to feel happy or good. Well, then I'm doomed for a life of suffering because all of these things outside of myself uh causing me not to feel the way that I want to feel. But it was the understanding of the I control my thoughts and my actions and therefore that's where I'm going to put my agency towards and then coming to an equinimity of what happens outside of kind of there's like three things I could have jumped in on and they're all blowing into a whole full-blown conversation. Yeah, I was trying to hold on to it while at the same time present. Thank you. Um, so something that Well, let's let's go back into the into one that is really common and you let me know if you ever heard anybody say this. We talk about being observing our thoughts. Observe our thoughts. So this way we become present. That actually doesn't happen. The act of observing a thought actually does not make you present. Yes. because you're attached to observing the thought. Even if we're not attached to it, we're observing thought. Observing means we're paying our attention. And so in other words, let's say this is thought here. So attention is here in thought. Yes. The thought the the mind the thought doesn't exist here and now. So therefore, if I'm observing the thought because I don't want to be controlled by it, right? I don't want to sneak up and do stuff and say, well, by default now I'm not present. So now we can say split attentions like what I just did. You were saying things. I held on to a certain thought while I was trying to pay attention to you. So that's what we actually operate in all the time. But the amount of presence versus the amount of thought will determine how we show up. So we talk about which goes into the control thing. That's why it's like you know we talked about interconnection like I connect them and okay let me let it go for a second. We'll go one at a time. Um it's kind of early in the morning so we'll see how I do at it. So then think about it, right? Everybody's trying to be mindful but we're mindful because we want to be present. So we're there looking at the thoughts going oh okay right I'm thinking about this and oh right I have this belief and yeah I'm judging on this this wow okay and then we go I want to not be in my mind so this way I can be present. So let me observe the thoughts. So that what happens is they're not present. But they go, man, I'm not But it's okay. Let me just keep observing the thoughts. So this way I know what's going on. And if I know what going on here, I can stop these thoughts. So then they just keep looking at the thoughts. But they don't stop the thoughts that they're just constantly looking at the thoughts. Now this is so the reality this is a process. Observing the thoughts is a process of stopping the thoughts. But it is not the end goal. It's just the process. Once we observe the thoughts, we can go which thoughts um are good for my life. They're aligned with where I want to go and which ones are not. Which ones create problems for me and which ones don't. So then we start to look at the thoughts and we go, "This one's good. This one's good. Oh, this is bad. Oh my god, I didn't know this was happening." And then now we go, "Okay, so now we decided, all right, so there are certain thoughts that are good. I'm going to hold on to these. These thoughts I'm going to stop." um acting upon and stop reacting on it. When they come, I'm going to let it kind of come through. I'm not going to really say anything. I'm just going to observe it. But now this whole time, we're not present. But this is kind of going in back and cleaning up the thoughts. So now we practice giving action, giving more thoughts to the ones we want to have more of. And the ones that we have less, we just stop debating with it. We stop entertaining it once we understand why we don't need it anymore. So So the one thought is, "Oh man, I'm a I'm a piece of crap." And then we look at it, we go, "Wait, uh, actually that's not good for me, but I don't know why it's not good for me." So then let me go through the debate, the understanding. Let me listen to all this stuff, have conversations, and then I realize, actually, you know what? That's just a judgment. That's just a story. That's not true. So and so told me that long time ago, right? It's not true. So now that's not true and I know it, the thought comes up again. It doesn't just go away. It comes up again. Goes, I'm a piece of crap. I don't even need to entertain. So then I give my energy to um everything is fine in my life. I'm going to go and do this now. That's where I think about. That's where I put my energy in. But this thought will keep popping up for a while cuz it's like an echo. It's like a car that's that's been driving and we put on neutral, still going to drive. We disable the engine. It still rolls for a while. Yeah. So then now at this point, we start to clean up the thoughts. The thoughts are clean. Well, we're still not present because thoughts are still coming in. Yes. So now we go, okay, now that the thoughts are good, now I'm just going to silence them. I'm going to practice silencing them. Why do we do why don't we just do this in the beginning? Well, if we silence the thoughts without cleaning them up, they they don't stay silent all the time because we work, we engage, we analyze, we judge, we do stuff. So therefore, thoughts are there for us to create. So we create. So then when we need to create and we didn't clean up the thoughts now we are throwing up we are using all of the thoughts that are not good for our life. So therefore it's time to create we are not creating in the way we want and then when we try to stop the thoughts we can try to silence them but our life is a chaotic because when we do create we create not good stop for us. So then what we do is we first go ahead and clean up the thoughts. And then now that we clean it up, now let's go ahead and silence it. And then when they do start up, they're good for us. And when they don't need to start up, they're silenced on the first level, the level one, the the internal conversation. Yeah. So yeah, going back to what we were saying, we we only have control over our our thoughts and our actions. Mhm. So only if we are only well technically we can control our thoughts and our actions but we don't want to. That's the thing. I had to think about it because it's tricky. Yeah. Something I've talked about in this way. Yes. Nobody's you don't hear the people say this. And that's the thing. This is why it's so confusing because people aren't saying these things because once we dive into the minute details, we go, "Wait, this is not what I've learned. This is not what people are talking about." But let's dive into this specific statement. We can control our thoughts and our actions, action, I think, etc. But we don't want to because the moment when we start to control our thoughts and our actions, we have to be aware of self. We have to be aware of ourselves. Yes. And the moment when we are aware of ourselves now or we have to judge our yes things our we have to judge our actions if we want to control them. We have to judge our thoughts if we want to control them. So I want to think this right now. I want to say these things but to state to to think about saying certain things. Why would I need to say it? I need to decide is this good for this podcast? Is this bad for the podcast? How am I sitting? Should I wear shoes or should how should I control my action? How should I control the way? Now I have to go ahead and judge my expression. Yeah. Now this judging expression will come out in two ways which is I have to look at as good or bad. And what happen if I see it and I go I don't like it. Now I have to change it. I have to think this is bad. When I have to think good or bad now I'm in my head. Yeah. Now I'm not present. Yeah. So then now if we're present then what happens? Then that means I'm not fully here expressing. I'm not fully here listening to you. I'm not fully here talking to anybody. I'm partially here and partially here. And again, depending on how present I am is how much I can actually see what's really going on and fully express cuz I can't fully express if my attention is here in the background. It's like I can't fully show up if I'm kind of halfway out the door. So therefore, we don't want to control oursel, but we can't just right off do that. It's just like we don't want to um constantly faint. We need to science our mind. But if we just do that right in the beginning when we have a lot of stuff in our head that isn't good, yeah, it'll cause problems. Same with this. We have to start off by first controlling oursel, cleaning up our actions and our habits and stuff. And then once we clean it up, we let go of control and we are free to go ahead and do all this stuff because whatever it is that we're freely doing is helping us go the direction that we like to go. Yeah. But if we just did that right off the bat, we'd do some silly stuff. I really appreciate the nuance and the way you're able to communicate that. That's really good. How does I'm super interested in this. We're talking a few days ago with your journey, how uh you exited a business and then you went into knowledge, mastery, learning deep into it and you've only recently then started to come back. Yeah. I'm super interested to know what lessons and principles you've learned from the business before to then being able to decide I'm going to go deep into this and the hows and the wise to then okay now I'm going to operate with this new business moving forward having had the lessons learned before. So the information I knew about business before allowed me to go ahead and build a business and be successful in that. But it also allowed me to go ahead and create a lot of anger and bad habits and all this stuff. So when I realized I want to make a change, I didn't know what to change because if I knew what to change, I would have gotten there already. Right? So then here I am. So then what I did was I decided, you know what? I'm going to go start from scratch. So I erased everything in my mind and I just started from scratch. So that means I let go of my value systems on all levels. I dated this woman that was not my type, which ended up being like the best thing ever. Yeah. Uh you know, I did things I would never do ever and all of this stuff because I let go of all of my beliefs, my values, and what I thought was right and wrong and all this stuff. And I just started to experiment. Just became totally beginner's mind. Even though just recently I'm like managing a lot of people, doing a lot of stuff, I just let that go. And then slowly I started to pick up things that I knew from business, but it was like it was like I had to almost relearn it, but it was much faster because I just kind of remembered, but remembering, but I'm very dull. I'm not sharp at it. You know, it's like general, yes, but once it's the action, it's like, uh, how do I do that? How do I do that? So, but that's what I did. Then they I took the things that I knew from before that worked and I combined it with things that I learned. And the way that I learned is I never had a to be honest I never had a mentor or coach or or a real teacher. There was one guy that was probably the closest to a teacher cuz we worked together for um for about maybe two months. Yeah. You know, and uh that was like Renie Davis, you know, he's a he's an older guy. uh did some did some very impactful things in his life. If you type in Renie Davis, it'll show up all over Google, you know, and he's he helped stop like the civil the Vietnam war. Wow. You know, and um so he's been around like talk about connections like the guy like pulled in all these groups like you know like the the Black Panther guys and like the Gayies and the all these to start that whole thing that rippled into the war. Wow. So that's like you know we're operating in business with PE customers. they're operating in like groups and country culture culture all this stuff. So he had his journey and uh and we just became a mastery and there was one thing that he told me then that didn't click until many years later and now I'm saying the same thing but when he said it I'm like uh right but I didn't really understand it. If you've made it this far seriously thank you. I appreciate you being here, but real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. Yeah. Now, fast forward six years later, I go, "Oh, yeah. Ready was right." What was it? Hola. I want to say a big thank you much gracias for listening to the show. Now, really quickly, the show is growing and it's all thanks to the ratings and reviews. So, really quickly, I want to ask if you have not left a review for the show on Apple Podcast or Spotify or wherever else that you listen, take the 30 seconds, please click on over, leave a review as I really want to hear from you, and I want to know what is the best thing so I can cover in future episodes. what guests to bring in, what questions can I answer for you. What is it that you're getting out of being a part of this show as well? And I just want to say thank you so much for being a part of this show success. Thank you so much for clicking over, leaving a review. Now, let's get back to the episode. It's all about the specificity. It's about the specifics in where we want to go. We have to be very, very, very specific. If we look at in business, it's getting started in business is not specific, but to be successful in business is, right? And that's the same thing with inner work with being the best versions of oursel with learning how to do these things. It's very, very specific. If we're off in a little in something small that doesn't seem to be significant, we're lost. We we literally missed it completely. So, I've done that a lot. I've been off plenty of times. So, therefore, I spent full-time all of my time. I didn't do much work. Like I was saying, you know, I started this uh business that's kind of like, you know, spend part-time. I don't have operate a schedule. I'm not making much money. It's just barely even surviving. I'm having to take money out of savings every month. And I live in Bali. So, it shows how much money I'm making. Yeah. Just so I can go ahead and find a median to go ahead and contribute. And that was pretty much about it. And I spend all my other time developing myself, learning concepts, applying, experimenting, and testing out big questions and very very specific things cuz I wanted to know. I wanted to go ahead and master these things within myself. And I wanted to know the truth and how to do things to get the results that we all want. Everybody wants basically the same things that we're talking about. So over time doing this over and over and over and over things started to click, things started to make sense. And I came back I I came back into business two and a half years after I sold my company because I'm like okay, you know, I think it's ready. I'm ready to share. I have I know enough information to where I can talk intelligently about the subject. Like I'm talking now like nobody would go he doesn't know. No, I know enough. I can talk about that conversation with anybody. But inside I wasn't actually living it. I wasn't the example of it. partially but not fully. So I knew that there's something else that I can that I need to do. Now I can do this part-time and then the other part go ahead and start making content and start sharing and I can create programs and people will buy because I understand marketing all this. Or I can go all in and not do that and go all in and spend all of my time and energy and just go into borderline obsession mode and figure this out. And so I ask myself, well, what's important for me? Do I really need the money? No. Okay. So, what do I really what do I really want? I want to figure this out. Okay. And so then I let it go. I made like maybe 50 60 videos and then I stopped. And so then I disappeared. So I disappeared for like maybe eight, nine months, came on for like, you know, another year and then I'm gone for like three years. Yeah. And I went in again and this time deeper and deeper and deeper and experimenting and all this stuff. And then fast forward about maybe 8 n months ago is when I decided, okay, I know I know enough to where I can I'm ready to fully share and I'm I'm the example enough. It's not perfect. I know where I know the next progression for me. But I can tell when there's a balance of if somebody gets to where I'm at, will they be happy? Oh, yes. Will they be exceptional and be able to do everything they want? Yes. Will they have perfection? No, they will not. But I most people may not even care to go any further than where I'm at right now. Yes. Yes. Yes. So therefore that means I can share confidently about all these things and be able to help people connect whatever dots is needed. I appreciate so much the immersion that you put yourself in and the like coming back and then going back in and being like no no no I've kind of like I've got to go back into the incubator. Do you know what I mean? I've got to cook this even more. I've got to master this even more. I need to be able to develop this within myself even more. So I really appreciate that because there is there is a huge element of coonas that is needed to be able to do that as well. So thank you for doing that because Dian I I'm able to reap the rewards of you being able to share this as well to with so many others also. Yeah, there's a lot of people sharing I would actually more say regurgitating information that they've consumed elsewhere and they haven't put it into a actual practical done it themselves. There's like a a knowing with a K, but there's not the the nosis the like the the with the G, the knowing with inside and truly having mastery and wisdom with it that you've been able to apply. And I I just I say that because I want to say that so it bounces off and comes back to myself as well because that is the level in which I want to have upon myself also and that's very much for myself like in this season of my life. It's having just sold the company now wanting to do this. It's me wanting to document my journey but also selfishly wanting to be able to learn because then I want to be able to learn practice ingrain and then be able to share moving forward from there as well. Right. So I just want to say thank you. In short, I just want to say thank you for doing that. I think that's profound and that that approach is it's good. It's good and it works only if a person does not get attached to the results of sharing because what happens when we share people go share some more and then they go you know hey create this create this. If we don't get attached to the sharing then the sharing becomes a outlet that speeds up our process. Yeah. The sharing becomes a outlet for for you to connect to people to learn at lightning speeds. Yeah. If we don't get attached to the sharing and learning and that's really that's really difficult. So I I did a I was on the call um with my students. We did like a two and a half hour coaching yesterday and we dived into all of this. Attachment is not by choice. Nobody goes you know I'm going to I'm going to be attached now. Yeah. Yeah. Attachment is something that happens. It happens. And this is the way it The more attention we give to oursel. The more we think about ourself, the more attached we become in whatever we do. Does it even matter? So an example is if somebody goes, I want to share I want to share information with people and okay great. So right now sharing information that's putting out information for what for other people for them to learn for them to gain this wisdom for them to know the experiences to help them in their life. Okay. So now what do I need to do to do that? So there's kind of these three aspects. There's I there's the action I need to do sharing and then there's the outcome which is what people are going to receive. Now if all three of this is needed if I don't give any attention to I well then there's no sharing that can happen. And there's no action, right? I'm taking action. But how much attention we give to ourself versus the action that we do versus the outcome that people are receiving the value will determine the level of attachment. So if I go I want to go and take action and I'm going to share. Okay? And then it's going to help these people. And I put a lot of attention to myself because I want to share in a certain way. I want the share to come out in a certain way. I want to be able to uh get this outcome. I want to sound like this. I want to be able to connect with these people and all of this. This is this has nothing to do with just action. This is about what I want. So that attention's on me. But on the outside, I'm still sharing. People are receiving and then I'm and then I'm here doing the work. But if my attention is here, I get attached by default. And so if we look at 100% amount of attention out of 100% if let's say I'm giving 65% to what I want how I want to do and all this stuff within this process of sharing and helping 65% here and let's say 20% here which leaves 15% for other people then that means 60% is always about like well how do I want to appear when I'm sharing and do I like the sharing and all this stuff the outcome of it and then the uh the 25% here on okay now let me do the action let me go set up the cams let me go show up and do this is write these things make the videos and let me go and look and see how people are receiving it what type of value are they getting and how what things do they need to hear so this way they can improve their life y if it's like this then we are at a level a level of attachment a not a very very high level but a high enough level to where we get bothered If we don't get outcomes that we want. Yes. Now, if this was, let's say, something like a 85%, you know, 10 and five, then we're looking at a person that's all about me, me, me, me, and they do the bare minimum, pretty much a little above the bare minimum on the action to support and give to other people just so they can receive in all kinds of ways. Whether this is money or this is recognition or fame or or um significance whatever it is now they are really really attached to everything that they do. Mhm. And the way they show up this way is also the way they show up in everything else. So now you plug this model into a relationship this becomes action. This becomes their partner or their children right or their friends and this is them. And if they keep thinking what are you going to do for me? What are these people going to do for me? How is this restaurant going to serve me? If I go to this event, what do I get out of it? Right. Yeah. Now they will be attached. That's how attachment happens cuz they keep focusing on themselves. They keep putting their attention to themselves. Yeah. So how how do we become unattached? Becomes obvious now. Put the attention towards action. a lot mostly on action and enough of it on the people that are receiving the action, receiving the benefits of it and the bare minimum on ourselves. Yeah. And then now all of the basic functional stuff like food. Yeah. You know, shelter, you know, uh getting our movement in, rest, uh you know, having date night with our partners. We set up a system so then this way it runs automatically. So we don't have to spend so much attention on oursel trying to better our life. Our life runs on automatic on the personal side. So now personal side also means our family as well, right? Contributing. So then we can spend our time and our action and most of our energy taking action and make sure this action is providing value for the people we want to serve. Whether this is family, kids, customers, friends, everybody outside of us. Now we don't get attached. Now we don't become self-conscious because to become self-conscious, we got to think about ourselves. We are free. Yeah. We're not in our own head. We're not stopping ourselves because we have to think about ourselves in order to stop ourselves. This this simple little model here took me many years to realize. Oh, right. It kind of works like that. I love this so much. So, there's two things that jump into my head as well when it comes to this is the I'm going to attribute it to Warren Buffett and I think it's like show me the incentive and I'll show you the results. which I I want to think about that often because I I very much think not just it very much helping in the business concept um but it was like doing like what's my incentive what's your incentive and I want to think about what the incentives are of all the different players so that we can align them for the best ability as well and then I'm pretty sure it was the Buddha that said uh the success of an action is not the outcome of it is the motivation behind it and So, where am I coming from? What's the motivation of me doing this? What's the motivation of me wanting to actually record to mean have a film crew sit down, do this? Like, what's the actual motivation? What's the incentive of me wanting to be able to do this and aligning that? And I I think it's called audience capture where it's a a a content creator gets caught up in the wanting to serve and give what the audience is asking for and wanting rather than from where they're wanting to come from. And that's where I'm wanting to think about this consciously and be like, okay, how do I best serve the audience and give you what you want? But then also, how do I say to my truest self as well? And so, what's what's my incentive? What's your incentive? And like, where are these motivations coming from? So, I think that's really profound. I love that model that you talk about because then it does turn into a flywheel. It does become a virtuous cycle for it to get better and better as well, right? And see that the the last part of how do I stay true to myself? You see, how do we even engage that? Yeah. Like that's that's a madeup thing. Yeah. Yeah. You know, that's almost like I want to make sure I do something that I like. But then your likeness can change as very fluent because the weather and and you see this in people, you know, you've helped so many people grow their business. You see, well, they want to do this one day and they want to do this the other day or the next month or the next year because they like it because they changed their mind. So therefore, cuz they're always in their head thinking about them. They're not thinking about what my what am I actually contributing to the customer. They keep thinking what do I like? So therefore, it can change like the wind. Yeah, that's profound. So we let go of the idea that we are true to oursel because that's the same thing as what I like and then we just wrap another shiny, you know, wrapping around it. I love that you saw that. That's really great. And how do you apply that for yourself moving forward? like how does that get applied say inside of your business or with family or what it is that you do on a day-to-day. So I have family days I think every Sunday. Yeah. Um I work from home so then I see my my wife and son all the time. Yeah. Um my wife is in the business so we are always seeing each other. I'm aware of what's happening. So when I'm in when I'm in business mode and I realize I'm too much in and I can see that she's like, "Okay, this is too much. You're my you're my you're the father of my son and then you're talking to me like I'm I'm some team member and I'll catch it and then I'll slow it down." So I'm observing it. So this way we create balance. Um I'm always even though I have work that's very high in priority because there's only certain things I can do and no one else can do. But when she asks me for things, no matter if it's small or big, it doesn't matter. I run to go and get it done the best of my capacity. Can you do this? And now she knows. She goes, "Hey, can you do this?" But you don't have to do it now. Cuz she knows the moment she tells me, I'm gone and I'm back in 2 minutes. It's like she's like, "Okay, can you do?" And I'm gone already. I come back. So she'll do it now. And so and that's good because she knows it's like whatever her request is, I'm there to serve. And it just so happens that her love language is very similar to mine. And it's physical touch and acts of service. So she knows like, yeah, Mike loves me because he's always doing whatever whatever I want him to do. Whatever I ask, big or small, doesn't matter. Yeah. So that's how I how we balance it out. Um, still working at it because my son's only 6 months old. Well, I I appreciate you using that as an example because uh Lauren, my wife, she was in the business also and it was very much a how do we make this work as and there were there were times that the relationship felt like it was a business partnership and a housemate. Yes. And and then us coming together and be like this doesn't feel right. Like this is wrong. we need to fix this and how do we fix this and how do we like change it around and so I really appreciate you sharing that because it's something that I've wanted to be able to like speak more to as well because I feel like especially if couples are working together how do you still keep the love in the relationship and how do you still keep a marriage the marriage the friendship the friendship and the work relationship as the work relationship as well and to be able to have them work together I found it difficult And many times I found that very very difficult because there would be I I would hear it in my voice. I was like I'm talking to her like she's a team member. Yeah. This is the woman of my dreams. This is the mother to my children. This is my wife. Like I want to absolutely devote and serve this woman. But the what's coming out of my mouth right now is not is not serving that whatsoever as well. So it was very interesting me coming to how that can happen. And for us it was actually setting key times. There was actually two things for a like practical standpoint. There was two key meetings that we would have each week in which that was like that's when we would talk work because what we found was there was a bleeding of work into the rest of the day and it was like hang on us sitting like let's say I've just put the girls to bed and then I walk downstairs and she asked me a business question. I was like whoa whoa whoa whoa whoa hold up like no. And again vice versa I couldn't be doing things like that as well. So there was there was two key times Mondays and Thursdays where we would have like this 30-minute get together. Um and also what I found uh significant was if things would come up during the day uh things that bugged me, things that I I don't like that because of why reason, we would keep that to ourselves and then bring it to each other later to be able to work through it. And it was incredible how just the not letting it come out of me at in the moment actually gave me the time and space where I was like later on it didn't matter and I I didn't want I didn't need to have to work through anything. It was just like in a moment I I perceived something that was my problem at the end of the day and by me not having to like just verbally diarrhea it back onto Lauren then when it came time for us to bring it together and talk about it was a non-event anyway. So there were two things that were actually really helpful. Remember what we just talked about earlier of when we when we have to control our actions or our thoughts and the connection it happens. If if we did it that way like what and what you and your wife did then essentially you have to control your thoughts and she has to as well. You have to control your action on what you say and there's an obvious reason because if not you'd be talking about work all the time because you guys are teammates. So then what is actually so bad? What is what is the negative outcome of that? And I think it's we were we just covered a little bit of it is which is we called it you're you're talking to her like a teammate. So let's dive into the specificity of this. What does that really mean? Yeah. Right. And what that means is so there's a sense of respect. There's a sense of of love and closeness intimacy that you have with your wife that you do not have with your teammates to maintain that to maintain that is very important for the relationship you know so then when so when you say I'm talking to her like a teammate basically you're saying I'm talking to her without the consideration of those things without those things being present, right? And then and then you feel it. Oh, we don't have that. We're starting to lose that part that actually makes us a a couple, you know, a husband and wife and a family. So, but we like to have we like to have the dynamic the perfect scenario of my wife, you know, is like my is my teammate. She's always here. She's like I could fully trust her. She's not going to just quit on me. It doesn't work that way. And also especially for businesses starting up the cost of of team of the employees are much lower, right? Versus how much you have to pay per person on this. So what would happen if we talked to them in the same way that we talked to them as a wab basket partner, but we talked about business only when desired. It's not like you have to, right? Mhm. So now when you have something on your mind, you talk about it. when she has something on her mind, she talks about it and there's no box. There's no restriction. If you don't feel like talking about it, you can go, she goes, "Hey, I got this idea." You go, "Uh, I I let's talk about later." She go, "Okay." Right. Yeah. It's so simple. It just kind of flows. But if she's excited about something, you're excited about something, then you guys talk about it. Yeah. Right. There's no But imagine if you operate in the box. No, we can't. It's not the right day or time. boundaries of limiting the creation that can come forth. And so, but then there's a there's always like stages stages in business or stages in this development. If somebody is not able to um to to be unattached to the outcome of things, then they won't be able to do this approach. they would have to set up the boundaries because if not then when they talk they're not going to bring in that sense of lovingness and intimacy and therefore they'll ruin their relationship which happens to a lot of couples. Yeah. So they have to go ahead set up the boundaries in the beginning until they don't need the boundaries anymore because they're not attached to the outcome and they're able to just freely flow with things and not judge all the stuff cuz that's the ultimate thing. Now we're free. You see, because she might want to talk about this 24/7. She's like so excited. And you might as well, but maybe not all the time, but when you don't, you just go, I don't, not right now. She goes, okay. Because she's not attached to it. Or vice versa. Hey, honey, I got a great idea. I just put the kids to bed, Chris. Oh, right. Okay. Literally, later tomorrow. She goes, "Yes, tomorrow. Got it." Not, "But you know, you're my this and that." Right. No, none of that. She she said it and you go, "Okay, you're not as touched." You see, now we just flow. You have a brilliant ability to pierce through the veil to get to truth really well. I really appreciate that. This conversation has just been remarkable and I'm just loving it. And it's so interesting doing this like because and it's brilliant that we've actually like talked about it meta. You're talking I'm going wow that's really good. There's a part of me that's like wanting to learn and be like, "No, actually, I'm just going to re-watch this and listen to this later and and take it from that point of view so I can be present in this conversation." But then also, I didn't mean being able to then come back and ask questions and continue the conversation to mold that feeling as well. There's like three parts that are pulling right now and I'm like, "God damn it, this is amazing." So, yeah, dude. I really appreciate that. That's really cool. Um, where does everyone go to find out more about yourself, Mike? what you're doing and to be able to do I mean drink of this fountain of wisdom that you are um social media is probably the best one chain they type my name on YouTube um and Instagram uh mikechain official beautiful and um if they want to learn more about about programs that I do flow60.com flow60.com okay brilliant I'm going to put all of that into the show notes so you'll be able to go down below to get access to Thank you so much, Mike. This has been an absolute honor. I really love, respect you, and admire you doing incredible work. Both of the work that you're doing, but as the man as you are as well, I want to see and honor you for that. So, just thank you. It's brilliant. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications, which was a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-06-22 Views: 53 Video: https://www.youtube.com/watch?v=ThGdfwyLdBM Runtime: 21 min 23 sec (4,748 words) The script, as delivered on camera So, they told me not to do it. I still did it, and I'm so happy that I did. I turned off my Instagram, I turned off the podcast, and I turned off the YouTube. And I said to myself, I would only come back if I was really clear and if I'd done one thing. I'll get into that in just a second. But my promise in this episode is really to walk you through my plan on how I'm going to 4x my profit simply so you can do the exact same thing. And also, as a sweet carrot at the end, stick with me till the end because I want to be able to give you some of the best things that are going to be coming up, the best trainings, the best insights, the strategies as to what I'm doing to be able to grow my partners and my portfolios businesses for you to be able to do the exact same as well. But before we get into that, let's actually talk about why I turned off the podcast, the Instagram, and the YouTube. And it wasn't pretty, if I could be perfectly honest, because I would scroll through social media, I would listen or watch episodes, and I'd get triggered. I'd get kind of pissed off, if I could be perfectly honest, because I would see people talking a big game, but knowing behind the scenes there really was not the substance. There was not the results. [music] And I had to look upon myself. Like if anything, my belief right now is if I'm getting triggered by something, it's because there's some sort of truth. It's because there's some sort of reason within myself. It's not the other person or the other thing's problem. It's my problem at the end of the day. I'm the one getting triggered. I had to look upon this and go, "All right, well, what is it that I know [music] that is triggering me? Why am I getting pissed off about this?" And it was simply because I knew I wasn't living up to and producing the potential that I know is inside of me. And I needed to step back. I needed to step back to build the man, I needed to step back to build the skills, the traits, and the evidence, knowing that I could best show up for you right now and moving forward to be able to give what is actually best in me and the best work that I could possibly produce. And the results? Pretty bloody awesome. Because in last year, I was able to take my portfolio, starting it from absolute zero to $31 million in revenue per year. And it [music] was really something I didn't even think was possible when I first started that. And it grew to something amazing. I made tons of mistakes. I will share what those mistakes are as I go through these next episodes and open up about it as [music] well. The first one, all right, great. I took my partner portfolio from zero to $31 million in revenue a year. I did 172 hours, probably a little bit more, but 172 hours of consultations with seven and eight-figure online coaching businesses. And I said to myself at the start of last year, I was going to put in the reps. I knew I was going to work to the absolute bone and put in as many reps as I possibly could to be able to do what it is that I do now for my partners, but what I can share with you now. Because I'm able to see in such a vast variety and what's going on on like a meta level as well, in especially the online coaching business world. I know what's working. I know what's not working. I can see the patterns as to what it is that what is needed for inevitable success, so that then we can just roll that out. And then also there was the personal stuff as well. Recently, I just clocked in on the scales at 102.4 kilos and being able to stay at under 10% body fat. And it was me wanting to be able to get back into the best shape of my life as well. I also really needed and wanted, no, I needed to work on my marriage. I wanted to be able to show up as a better man, as a better husband. And I needed to be able to show up as a better father as well. And so the destructions of having to produce content because I felt like I should just produce content for the sake of producing content. Wasn't great. I wasn't happy with the way that I was doing it and the reason why I was doing it and therefore it was taking away from my family, from my marriage, from my friends, like from my friends as well. I wasn't showing up for my close mates. And it was actually one of my really close mates that brought this to light. And it stung. Like it stung having one of your really close mates say, "Hey, like you've been really in the dark. You're really not showing up. I really don't know what's going on in the life. Had me reflecting go, I I've I've not been a good [music] friend. And that sucks, and I needed to pick my game up from that one. And so, through all of that, I've been able to build a better person, which is why I'm here, cuz I wouldn't be here unless I absolutely knew I was going to be able to be a better version of myself, [music] and to be able to give more to you. And that was why we birthed the Rainmakers, which is the solution to being able to make it rain leads, sales, [music] and profits. Us being able to handle the marketing, the sales, and the acquisition systems inside of our partners' businesses. We very happily have our partners come to us, apply, and we go through that process. I'll take you through that in a second. So, essentially, we run the marketing and sales to be able to grow coaching businesses so much faster, to make a predictable, reliable machine that brings in leads, turns them into sales, and just increases profits day after day, week after [music] week, month after month, so that the CEOs, the business owners, the head honchos aren't stressing out about how to actually make that happen as well. Because I made a really clear distinction during this last little stage, and that was [music] I'm not a business coach. The Rainmakers is not a business coaching program or business coaching offer whatsoever. And our model is really simple with the way that I distill this [music] down. Number one, we're in the game of actually building businesses. We are in the trenches building our partners' businesses. We do not scale by continually having to get more customers and clients. That's not the case of it. We scale through building our partners' businesses and staying in our very tight lane to be able to make that happen. And the second part of the model is we share the strategies, the campaigns, [music] the funnels that we're actually using inside of our partners' businesses, so that our members are able to literally just copy, paste, plug and play into their businesses for that to be able to happen as well. So, it's just really a two-part model. We have partners, and we have members, and they're completely different scales of how that works, but it actually streamlined to be able to kind of work in a very easy way as well. It's not putting more effort onto us. I'll go into the models in just a second, but that was the way I was able to distill [music] the work that I want to do in this next chapter of my life. And that was like, "Okay, well now what is this plan for me to be able to 4x my profit in this [music] next year?" And I kind of say it as well to be able to put that accountability upon myself because we could look at the end of the year and I could say, "Hey, that did not work at all and this is why it didn't work and I want to be open and transparent about that as well. Or this worked incredibly well and it was so much [music] bigger." Hopefully we'll be saying that. We'll see how that actually goes. But when I break this down and the reason why I thought about this, okay, to be able to quadruple the profit. And now I I use profit for a reason is because there are far too many people talking about the amount of contract sales that they made or the top line revenue as well. But yes, okay, but that is not the actual money that you're putting in your back pocket, in your bank account, care free for you to be able to use moving forward. [music] And that is where a lot of people are trying to talk or well they are talking a big game, but they're not actually doing the distilled results of actually how much profit, how much money you're putting in your back pocket, and are you a happy, great human being doing good in the world also? So the model is I look at well this model I look in for my own business, The Rainmaker's, and I look at any of our partners' businesses and if I'm doing consultations it's the same process as well. So for all of us to sit down with you really quickly over a cup of coffee, I'd probably pull out a napkin and a pen and I'd look at four different things. These four models. There's the economic model, there is the delivery model, the acquisition model, and the operations model. So I look at all of these to be able to say I know and I am confident of me being able to get to a certain goal. And it's because the Buddha said when enlightenment and compassion has a reason that [music] enlightenment is unavoidable. Enlightenment is unavoidable. Now, that is a bold statement to make. Enlightenment is something probably a lot of people in the world want to be able to attain. And he's saying, I have this recipe, and if you follow my recipe, then you are going to be able to attain this. So, I'm saying, okay, great. What is the recipe for me to be able to make success in a business inevitable. And this is where I distill this down. One of the frameworks, one of the mental models I look through is going to be through the economic, the delivery, acquisition, and operations. So, the actual model myself, the economic model of what we do inside of the Rainmakers. Okay, great. It's two parts. There's partners, which is we take on only two partners maximum if any per month. Because there is so much actual work, like we are literally inside of the business doing the work, [music] sleeves rolled up if I had sleeves, sleeves rolled up being able to do what it is we needed to be able to do. And two, there is the actual society. So, this is where everyone and the members are able to get access inside of the society to see the tactics, the campaigns, the funnels that are being run for them to be able to swipe and deploy inside of their own business as well. So, it's not coaching, it's simply us showing you what is working and what is not working, so you is that you know what it is you need to be able to do. The society we decided was only going to be $100 a week. And that's not even open right now. That's open uh really soon. And if you're not on the VIP list, get on the VIP list to be able to get access to that when we open that up. If you've made it this far, seriously, thank you. I appreciate you being here, but real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe. Because everything I share here is built for founders just like you. Because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. The delivery model was simple. We go, "Okay, we know there's the [music] partners and there's the societies. So, how do we best deliver to this?" With partners, we run the marketing, the sales, and the acquisitions, and we only have a team of four to be able to do this because we're not trying to get tons and tons of different partners. We keep it really streamlined. We've got the systems. We know the SOPs that work because we've done it. I have [music] built and sold a coaching company before. I have literally been able to go through this process. And because even still, with the results, I didn't even say this before. Two other things that just only happened recently was number one, I helped my first student actually exit his first coaching business as well, which is amazing. By stroke of a pen, he made millions of dollars from what he was able to build and grow. Incredible. Second part, I'd also taken equity in another business with a private equity firm to be able to build another coaching business. That is our goal to be able to sell that for multi eight figures in the next 12 to 36 months also. So, [music] it's being able to step back and see on a and really playing on a bigger field of what's happening, which is why I want to give you this stuff. So, the actual delivery model was then, "Okay, we build and run everything inside of these coaching businesses." And the society's easy. We just simply show you what's exactly happening inside of those. The acquisition model is simple. You apply, we sift through the applications, and then we go through an onboarding process, and then we literally just start work from it. Now, there's obviously a lot more and I'll cover that in detail in upcoming episodes, but I'm not going to go into too much of it right now. The acquisition model for society, really simple. [music] I'm going to give amazing free stuff away. Stuff that is so much better than so many other people's paid stuff. You're going to want it. It's going to be an absolute no-brainer for you to get access to this free stuff. And also, it's going to be a lot of the stuff such as here on the YouTube, on the podcast, in the Instagram, and during the plethora of social media channels as well. I'm not going to do all of them, but we'll see how we go with that one. Secondly, we're going to be running $100 workshops. Every month, I'm going to be running a workshop showing you and literally giving you [music] the play-by-play playbook to be able to install and use a certain strategy or funnel inside of your own business. And for a measly $100, it's the biggest no-brainer for you to be able to make to be able to get access to all of that. The first one and the next one that we're actually going to be running is actually going to be the million-dollar DM method, which is I'm going to show you how in [music] one of just just one of their other coaching businesses we're being able to do over $170,000 per month just through a Google Doc and a script. And I'm going to be giving away the actual script and that Google Doc as well for you to be able to make the small amount of changes and literally use the exact same method as well. So, that is for it. For 100 bucks, have the entire system that we're literally being able to do million dollars of revenue per year in in just in one business. And we're I'm now applying this over multiple businesses as well. So, this stuff works. Then it really comes down to the operation model. Now, the operation model is simply how does the the business, the organization actually run? And there were a couple of key factors. In one of the upcoming episodes, I'm going to show you my four rules to how I'm going to do 350,000 [music] a month profit. The rules is the part that I want you to be able to pick up on. And this is where it came to the operation model. I didn't want to be sitting in meetings all day all week long. I didn't want to be sitting on Slack having to go through tons of messages and back and forth. I didn't want to feel like I was doing stuff that was outside of my zone of genius. I want to be working with my partners inside of the businesses actually growing [music] them. And so, there was a couple of key critical roles it just had to run by. One, [music] had to be a small team. I didn't want a big team. I wanted a couple of absolute A players inside where they're just able to do their zone of genius and me knowing that I don't have to parent them before. I [music] had this one point in the last company. It was like it was probably about 9 months before I sold it. I remember we were on a meeting, I cracked the shits, and I was just like, "Hey, I've got four children, and I don't want to feel like I'm parenting all of you, because I just feel like I'm parenting all of you right now." And to be perfectly honest, it was my fault. I was doing uh transactional management. Uh Ali Shaffer and taught me this. And it was just simply I was having [music] to give them or delegate a task out. The team member would go and do it. They wouldn't be able to do it very well, because I wasn't able to coach them or show them uh how to be able to do it actually properly. And then they'll come back to me asking, "What do I do now?" Terrible way to do it, and I see heaps of people do it, because I used to do it as well. So we'll be actually be able to change that. And then it was like the communication cadence inside of the business. We have one meeting per week. Tons of our communication is just done asynchronously, and all the team members are remote. So we know that we just have a very small amount of time that we need to be able to come together, communicate as what's needed, but [music] we have the systems built around it, so that things are really seamless as well. So I share this, because I want to be able to one, show you how I'm doing it inside of my company, so that you can do it as well. So I want you to think about right now, okay, [music] your economic model. What is your economic model? How is your business actually going [music] to give you the profit that you want? Can you on the back of a napkin scribble these numbers down and know, okay, great, I want this amount of profits, so therefore I need this amount of sales, I need this amount of sales conversations, I need this amount of applications, [music] I need this amount of leads, I need to output these things to get this amount of leads. We're just reverse engineering it backwards. It's like it's not rocket surgery at all when it comes to this. We're just taking all the numbers backwards. So that's the economic model to your business. Secondly, think about the delivery. So you think about, all right, you've got to make a promise to the marketplace. How are you going to deliver on that promise? And that is where you not down, okay, you know exactly what [music] it is that you need to do. From when a client gives you their dollar, they give you the credit card, they say, "Yes, I'm in." You have an engineered set of steps all the way through to ensure that they're going to have an amazing experience [music] and they're going to get the results that you're actually promising to them as well. Then it's the acquisition model, which is going to be how are you actually going to get somebody from not knowing you to knowing you to paying you, okay? So, what is it? Now, use acquisition cuz I'm merging marketing and sales together. I've seen way too many businesses uh have a vast difference between their marketing department and their sales department and they're not communicating properly. So, typically when I come in, we go, "Hey, we're going to call this acquisition and we're going to have this seamless organism working [music] together as well." So, what is your process to go from not knowing to knowing to paying? And then simply, the operations model. How does your organization, how does your business, even if it's just you right here, if you are a one-man, woman, or band, and and it's just you, what is the way that you are operating? You need to self-lead yourself through the process because if it is a case that you are going to be bringing other team members in, then you've got to know how it is that you're doing. Typically, let's use the analogy of a golfer. I'm a terrible golfer, but I don't play golf. But, I'm going to use the analogy of a golfer right now. If you've got a fantastic golfer, okay? Now, chances are they've been doing it for so long and they've put so many reps in and they've done it for so many hours, they can't articulate and communicate across the finalities and the details to help somebody else go through that process. They're just going to say, "Well, that's just [music] what I do." I Okay, I'm going to use a closer analogy. I'm the meathead. Let's say I'm in the gym. I've trained with little world-class bodybuilders and physique [music] athletes. And when they're doing something and I try and go like, "How are you doing that? What is it that you're actually doing?" They can't communicate and there's nothing wrong with them at all. If they're being a the fantastic athlete that they are, but typically it's the case of they've done it so many times they can't articulate it back to a beginner. They're so far at the professional, they're so far at the advanced end. Taking it back to a beginner's view is [music] typically too hard because it's too far apart of each other. So, that's where there is a big disconnect. [music] So, that's where you got to think about what is it that you need to be able to go through. So, I hope you can take from this thing and go, "Right, to be able to 4x your income, the way that we're going to do this and why I want to kind of like hey, this episode is just we're setting the groundwork. And we're going to think about what are these four key models for you to be able to install." Because what I'm going to do and going to give you in upcoming episodes. So, if you're not on the VIP list, drop a link below inside of the description for you to be able to get access into that as well. And upcoming episodes are going to include my four rules to 350k profit per month. It's going to be the million-dollar DM method, how we're being able to do in just 30 days over $171,000 USD in sales just through a Google Doc and a script. So, you get access to that. It'll be the rainmaker model. I'm actually going to show you. So, when I sit down with a partner and why they are so happy to agree to pay us and have profit shares with us, it's because I boil it down to this eight-step [music] method. I'm going to walk you through that rainmaker model as Something I'm actually really happy about. But I also want to go into some key critical things such as why I believe [music] discipline is for amateurs. What I actually believe is the ultimate reading list for entrepreneurs and for you to be able to actually up-level yourself to be able to [music] have the skills to do what it is that you need to be able to do. And also really coming down to how do you succeed not just in business, but how do you succeed in business with your health, with your family, with your marriage, and with all of these other things as well. How do you have holistic success as well? Not just one pointed, one dimensional success. I think that's pretty boring. Let's succeed in all of life. Let's start making less compromises. So, I want you to be able to to click the link that's in the description to be able to get access to the VIP list so that you can get everything as well. And if you haven't subscribed to the show, then I highly recommend that you do because it'll be a bummer for you to miss out on all of this stuff. But to get going and to make this highly valuable, I want you to ensure that you're going to apply these four models right now. [music] Don't just keep listening or watching something else. Actually go back down to it. And one of the best things that you can do, what I absolutely truly love, to put a smile on my heart, is take a screenshot and send me a DM of you being able to subscribe. So, I appreciate you so much for being here with me. I'm looking forward to everything coming up and I know that it was a bit jarring for a few people and quite a few people were kind of like, "What the hell, Chris?" when I turned off the Instagram, the podcast, and the YouTube. [music] But I'm back and I'm back for a very clear reason. And that is to give you what it is that I know is working and similarly to ex- share my experiences as I go through this stuff. I'm not trying to teach you anything. I'm just showing you what is working and what is not working for me. Wanting to be as transparent and as trying to be as invaluable as possible for this to be able to be useful to you as well. So, I appreciate you and I'm really looking forward to seeing you in the next episode. All right, that's it for today and if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. You'll be a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-05-22 Views: 53 Video: https://www.youtube.com/watch?v=7VSXH_OX58Q Runtime: 26 min 0 sec (5,240 words) The script, as delivered on camera He's spending $78 to make $695. That's almost a 10x return and it could be a 20x return. Now, in this private consult that I'm about to share with you in just 1 second, we're showing you behind the scenes of exactly a funnel, a coach, what he's using and what is actually best working right now when it comes to being able to get predictable leads and reliable sales coming through the door. And there is no crazy funnels involved, there's no big ad budgets needed, there's none of the complicated stuff. This is literally the stuff that's working right now, which is why I wanted to record this really quickly to get this to today. Three key things that are jumping to me right now as to what we want to focus on, like what's the highest leverage thing to make you more money, make your business a hell of a lot easier. The thing that I love that what you sent me Adam was like, "My number one goal is to get to consistent 12 to 15,000 pound per month top line revenues quickly as possible." And the reason why I love it so much, "At this point my wife doesn't have to work and we have enough money for business costs, life costs, fun money, plus enough to put something aside each month for security." Love that. That's the whole bloody point of this right now. Now, when we break down everything that I've sent through and we're going to look at some numbers as well just from the scorecard side of things is there's three of the highest leverage things I think we could solve right now is one, there's no back end offer. So, we've kind of got a revenue ceiling problem to solve. Two, scaling what we need to scale, what is actually working and we need to get away from the stuff that kind of like being a little bit dependent on like one ad that might be working. Do you know what I mean? Uh third one was your time getting pissed against the wall on like low ROI activities. Like you're busy but not working on the things that really need to be doing in the correct order. That'd be about right? Yep. Yeah. Yeah. Yeah. Okay, so when we look at the numbers, I won't share the screen of your scorecard, but when we go through the scorecard so far with what's being updated. Okay, so top line numbers we do this. You spend $3,470 on ads, you've made $26.5 thousand in sales. Amazing. We have a lead to So let's go through the ratios and the key core metrics from here. The lead to booked ratio is at 14.2%, which is fantastic. Anything above 10 I'm super happy. I'd be gunning for like 15 to 20, but you're like you're you're nearly there. Booked to showed is at 62.6%. Again, our goal is 60, so you're above that, which is fantastic. Showed to closed is at 47.8. Our goal is 50, so you're super close. Cost per sale. This is where I'm super happy with our look at numbers. So the target for cost per sale is $125, but you're bloody getting a cost per sale for $78.91. And a cost per booked call is $23.62. Your ads are printing, yeah, I think is the technical word when we come back down to that. And the only key issue that we would want to probably bump up, if anything, would be a close to show. And if anything, it doesn't even matter because your main lead to booked, booked to show, and show to close are all like doing fantastically, which is why you've got such good numbers. So in short, if you just actually spent more money on ads, you would actually just make more profit at the end of the day. However, we're going to do multiple things at once to make a hell of a lot more money at the same time. Is there anything you think I've missed so far? Not with the ads. Other than this weird psychological thing of of just feeling like spending more money is scary. Yeah. It's Other than Other than that, maybe I've noticed over the last couple of weeks the ads become a little bit less effective. that's probably more to do with the last four weeks being Christmas and New Year. Let me start with a story then. Um, do you know who John Giannis No, okay. John's amazing. I won't talk revenue numbers because other people will see this publicly. Does a metric [ __ ] ton, right? A little while ago, I paid money, I flew in and I spent three days with him and his team to see like how their operations done. It's a nine-figure business, just FYI, right? Wow. Well, they spend over a million on ads per week, right? So like doing good. And anyway, so I saw everything going on. And there was probably I think there was about 20 of us in the room. There was kind of like a private invite thing, right? So there was 20 of us in the room and everyone's like fantastic. I was like, what the [ __ ] am I doing in this room? Like I felt like the small fry there, right? Uh, everyone was incredible. Like you'd know the names of them. And one guy, uh, essentially were asked the main media buyer, Vaughn, amazing dude, uh, asked Vaughn essentially like, how can you scale your ads? Like when the numbers are up there, like how do you get to a million ad spend per week? Do you know what I mean? Like that takes some cojones to like be like paying that Amex bill. Do you know what I mean? Like but you know, you're putting that out there. Um, Vaughn just turns to him, looks at him blankly and just goes, "Work on yourself." And then it was That was just like and I was like I'm thigh slapping I'm laughing. I'm like, "Oh my god, that's the best answer I've ever heard." And and cuz I get that as well, right? And it's the case of like one of the expansions is uh, having the understanding that you can fall back on the trust to the numbers. And that's why I'm so anal with you and everyone tracking numbers in the scorecard because when we can just go, "The numbers are telling me that I've spent, do you know what I mean?" Effectively, it's like I've spent $1 and just on the front end, I'm making $4 to $5 back because your god damn bloody problem is you don't have a back end yet, which is you'll probably at least double to triple the amount of money that you'll actually be making anyway, right? So, where you have a let's say a 1:5 ratio, $1 in $5 out, that's actually [ __ ] load more than that. Let's say you've probably got more of a 1:8 ratio, right? If you just add the back end, it goes to a 1:16 ratio to what it is that you're able to make there. That's then part of the problem. It's like cuz for a back end I've got kind of a rough idea and a Google Doc at the moment. And it's like what if I go and spend time building that, the other thing is going to dip. We don't want the spinning plate of ads and acquisition working right now whilst we turn our attention over here to build the back end on. So, 100% and I think that's something that we want to nail right now. So, here's the game plan that I was that I put together for us to be able to go through now, right? Is you've got the money method front end program coming through right now. What we want is something that is back end monthly recurring revenue, much more leverage with your time and gets your clients fantastic results at the same point, right? Well, let me ask you this. A client goes through the money method, what are the problems that they're going to have once they've achieved the goal of obviously going through your starting promise? The key problem that exists once they've done your money method and it's worked for them is they basically brute force their way out through getting clients. They've they've manually out reached, connected, sold by chat, all of that kind of stuff. So, they've got the clients, but they've done it by leveraging the fact that they didn't have the clients and therefore they had the time. Now, they've got clients all the time, less time to do that brute force stuff. So, they they now either don't have the time to do the manual stuff to get more leads they're just maxed out on their time. They've got no systems, they've got no efficiencies, they've got no um they've got none of that stuff. So, they've got kind of like clients coming in and yay, but I'm working all the hours to just Yes. them and make it work. So, So, let's say client comes to they've got no money, but probably a lot of time, like a little bit of time, right? And then what happens is now they've got more money, but now they've got less time because they're doing like I call it like the guerrilla tactics, right? Of like getting everything done. So, now there's probably like two steps I think they need to make, which is they need a little bit of systems and automation to that takes a little bit of their money that they can use to buy themselves back more time. That's kind of like phase one. So, I probably see you need to kind of create like two levels to your back end. There's like level one, which is you're going to use a little bit of systems and automation to be able to buy back your time so that it can run. And that's probably going to be like you're probably going to help them get to like 20, 30,000 a month, something around that point. And then it's a case of now how do you completely get back your time if you wanted to and you're only doing the ultimate things that you want, right? And so, in this case it would be something along the lines of I would say in a framework of coaching, community, and course, right? Three elements to what it is that you do for your back end, Adam. What is it that you need to create for the course material? Like what's the actual you giving them or teaching them? Like if you give them a fish, what can you give them a fish where it's a case of it's just like it's done for them. What I've kind of come up with is a a several phase process, but the phases are not linked to a particular piece of time. So, I've kind of gone right, well, we've we've brute forced our way through and now we've got these phases when I can find the damn things on this thing. So, we've got phase one is what I'm calling stabilize, which is where we take the business of what they've got now and we find the the kind of low-hanging fruit. So, in my first problem with not program, we've not done anything around uh price optimization. So, that's that's probably something that I'm known for more than anything else. So, immediately we look at all their prices, find out what's making them the most money, what's making them the least money, ditch the least money things, increase the price on the more money things, they'll probably just make more money straight away. So, then they can be like, "Okay, well, I'm busy and I've got clients and I'm now just making even more money for the same amount of work." Or, I can make the same amount of money but pull back on my time with clients because I'm optimizing that. So, phase one we said stabilize, which is basically diagnose what's actually driving your revenue, clean up your offer mix, fix pricing leaks, and and build a program and service that actually performs at a high level for their clients. So, we do that. Then phase two is where we raise their income without adding hours. So, we go we take them through the program route rather than selling treatments. Bit more into premium pricing, we get them to control their diary and put boundaries in place. That's when we bring in more of the automations and and systematizations and stuff. So, that now they've got an optimized business and we're kind of claiming back some time. And then in once we've done that, they should be then generating money at a much higher level. Then we go into phase three, which I'm calling freedom and growth. And this is where we kind of like start to bring in the next level systems of a lot more automation, potentially bringing in a VA to help take some of the grunt work stuff off their hands and and things like that. Those those are the three phases cuz everyone's going to be slightly different, they're all going to have a slightly different mix of problems. So, I'm like, I don't want to say, "Okay, well, phase one is exactly 3 weeks." It's like it it's like 60 to 90 days, and then the next is 60 to 90 days. So, it kind of gives me a a loose plan for an ongoing system. If you've made it this far, seriously, thank you. I appreciate you being here, but real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe. Because everything I share here is built for founders just like you. Because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. I would do it this way then. You've knotted that out brilliantly from what we've covered before with this. How long will it take for you to build the first part out to you at least you've got kind of like that first section out. Um if in my mind, so I have this process I've got called perfect pricing for profits. It's kind of there built. It's probably over complicated for this, so I just need to simplify it, but the process is actually there. That is to rejig that and record videos around it, two or three days probably. Dude, you have Okay, you're that far away from it. So, I'd build the first part out so you've got that ready to roll. How many potential clients do you have ready to upsell into this now? I'd probably say something like 15 ideal candidates, let's say. Oh Jesus, okay. Okay, so you got it really good. So, send a one-on-one email to each of those 15 ideal candidates, and it would be something along the lines like, "Hey Adam, I've just created something I think would be a really good fit for you. Would you be up for a quick 15-minute chat to see if this is a right fit?" Right? And then just get onto the call, and then just "Hey, this is what I've actually built out. Here it is. You're going to get a screamer of a deal that you'll never get again because you're kind of like a part of the beta test essentially that I'm like rolling this out for, right?" Then you've sold an extra 15 clients into the back end. That's kind of like selling process one. Selling process two is at which point in your current front end program are you talking about and like seeding the vision of what's next to come. Typically, that's going to happen at the very start of the module, right? Like the very start what they see and you could just like quickly re-record like sorry, record something new that's like, "Hey, here's like the yellow brick road of what I've got for you." You've just signed on to the money method. The money method does this and it does it really well. But however, when you get to the end of the money method, pretty good chance that you're going to want this one, this one, this one, this one, like all of these things and that's exactly what we cover here and this is why I do it in like the order that I do it. So at least the you've planted the seed of what is to come. Yeah. And then ideally you want a couple of touch points throughout the process, especially like if they get a win, like if they've done a really good win, do you know what I mean? Like you can always get them back onto another call to sell them into the next step before they finish the actual money method program. But at least that the seed is planted. Worst case scenario, when they finish the money method program, you get them onto a call then and then you just take them through it. So that's like the selling process. The sorry, the ascension process for it. Mhm. How much do you want to charge for this? I have no idea. Um this I want to be I want this to be something that people kind of I'm going to I guess like rainmakers. I want I want them to I don't want this to be a fixed term thing. I want them to stick around. I want them to love it so much that it's 197 quid, does that sound about right? Or too low? I'm just pulling a number out of my backside right now. Yeah, yeah, yeah, I know. I I was kind of thinking about that. But funnily enough, when they when they join the money program, although it's for a finite period of time and they pay weekly, it's technically like 260 quid a month. So even when they weren't doing so well, it was 260. But I I think people would resist paying that ongoing. So I do I do think something around 200 will probably bridge that barrier between a lot more people saying yes to start with. Let's start at 190. Start at 197 a month and let's see what happens there. And then the the other thing is my head goes to is then like how much how much of me to put into it, how much kind of ongoing time per month does it need? Um some of it is I kind of have this idea of One group call a week sounds sufficient. Like you you've created the material for them to go through. Just one call a week sounds enough. Yep. I'd I'd stick with that for now. I think if there's a community aspect so they can ask questions and get answers, that's 15 minutes of your day popping in and like answering questions. One call a week is like hey just like Q&A kind of like the way we do it in Rainmaker. It's just like jump on, ask a question, let me solve what you've got right now, we'll keep moving on. Um it means you don't have to like prepare new teaching material or IP or anything like that either. We're basically saying build build phase one and sell it. We'll worry about phase two three later. Yeah, let's cross that bridge, dude. 100%. Let's cross that bridge when we get there. I I literally just think phase one and then you know that there's still phases two and three to come, which is exactly what I was thinking along lines. Like look, potential clients already, you've probably got an extra two and a half thousand quid a month extra income for you just to be able to put on from there. That's fun cuz that's already literally sitting on your plate for you to be able to do. Then once you've done that, once you've got that built, then turn your attention to the ascension process that then goes into money method so that it's more of an automatic flow to putting people into phase one after the money method. This is then how it all becomes kind of circular cuz it's like well like I said, I need to the money method needs a freshen up. There are bits in there that I refer to that are no longer quite right. So, that needs That needs a refresh as well. It's like and this is where I think a lot of the Rainmakers are going to come up against a different level. It's like there's so many things you could do and spend your time on. It's It's which is the right thing to dispatch you to the more order. So, let me use the Rainmakers as an example to help you through it because the building of phase one will be a forcing function that will make you make better the money method anyway, right? Because it'll just flow through. And so, the way I thought about it with Rainmakers, say in the Circle program, is once you've gone through the foundation, right? So, let's say eight weeks is the foundation, you have a predictable system to be able to go leads to sales and then to be able to put them into your So, that's like the whole point of it. But, phase two is then the process of now you have a roadmap and then literally in order, you bolt on each little playbook so that you've got more profits and higher leverage, right? And so, when you go through the playbook process that's now created, you know, like for example, it's just it's just ask you a question like So, let's just say this is an example, right? So, you can see here like irresistible offer here and it's green. You go, "Do I have an offer that people feel some dumb saying no to?" So, if you answer no, it's red, right? But, then you go through and you start collecting yes. So, when you go through phase one of Circle, it literally it gets all of these done. So, you'll have green boxes throughout all of these. And then you just literally move on to the next one. Do I have a low barrier entry funnel that brings in quality leads for low cost? Do I have a high predictable weekly system for running ads that takes little time and effort on my behalf? So, if you answer no, that's literally the next playbook and it just links directly to the playbook into school for you. Then it's done. Right. So, there is no confusion about the next best step. That's the thing I'm always thinking about for like having clients achieve the fastest, easiest results, is there's no confusion about what do I do next, but there's what do I do now, right? And the what do I do now, I solve through having that momentum playbook, which is this is what you do daily, weekly, and monthly. No matter what playbook you're focusing on here, you do this momentum playbook, which is exactly. So, you know how you said earlier in the course like, "Well, what do I do? I want to build this thing over here, but I don't want to have my plate full with the actual acquisition system I've got going." That's the momentum playbook. So, you do the daily, weekly, monthly tasks that are like that you do those either no matter what or when you delegate it off to a team member. But, then you move on to the next playbook, and the next playbook is like that's the next um part of the engine that I need to install to make this thing run faster and easier. Got it. So, whatever I'm doing, make sure the momentum playbook is being done every day cuz that's that's my issue is like I love creating the videos and writing the things. I'll happily disappear off down a rabbit hole for 3 weeks and go make that amazing like, "Oh, [ __ ] I forgot to sell anything." That's typically why a coach will have the roller coaster of, "Oh my god, I'm making sales. Oh my god, I need more leads." And there's this this like doing scale that keeps flipping where it's like, "No, keep both going at the same time." And that's why I created the momentum playbook to make sure that you don't drop the ball on the basics that need to be done. So, it's actually like creation process might take a bit longer, but you're not dropping the ball whilst you're doing it, so that's fine. Exactly. So, you know like on the last coaching call that we had and it was like it was bringing up the YouTube, right? And everything's happening. So, I'm doing the rabbit hole right now of like building out exactly what's needed to create successful YouTube for you guys. And I was like, "Do not start a YouTube channel unless you are doing these other things and you can keep doing those other things." Cuz I don't want you to pivot and look over here and then go, "Oh, my Facebook like I would just will not let you stop looking at your Facebook ads right now with what's working cuz it's printing money, right? And so, let me touch on some key aspects on like uh what are the to-dos for Adam from here? One, build phase one out of your uh back-end program. Two, sell the 15 ideal clients you've already got into the program without it even having built. Be like, "Hey, we're going to start first of next month, right?" Get yourself a little bit of runway for it and then you can literally sell them from tomorrow morning. The third is you're going to build the Ascension and you're probably going to want to like build the Ascension and make the upgrades into the Money Method. With the current ads that are running right now, I typically would say increase 15 to 20% on a week-to-week basis, but for you, I'm just going to say add 10%, right? So, let me swing back to So, let's just say for example, you spent I don't know, $209 on ads for the week, right? And you go, "All right, fantastic." You're just going to bump it to $230 for the next week. And then you're going to go to 60, right? For the week after that. So, as long as the numbers aren't drastically dipping, the way I think about it is a kill it switch, right? So, what's the kill it switch metric that's like, "Oh [ __ ] things are dropping where it is." And that's where for you, it would mainly be cost per sale. This is where your numbers go bonkers for me is your front-end sale number, like dollars that you earn from it, is $1,800. Like total contract sale $1,800, right? But you're paying $78 right now for a cost per sale. Sorry, CAC is $78 and you know you're making at least $1,800 and it's going to be a hell of a lot more once you've got the back end on it. The $1,800 is three sales, so it's actually well, 695. So, it's costing me $78. It's making me 695 pounds. So, it's Okay. Okay. So, it's not So, it's not as good as I actually thought it was, but it's still there. So, okay. So, you're paying $78 to make $600. Yeah. Correct. Okay. So, it's just under a 1:10 right now. So, if you can add the back end on it, can you make it a 1:20? Yeah, almost certainly. Any other questions come up for it? Not for around that. It's then just around the the kind of other time things that it takes. It's like I basically Since the ads have been working so well, I've kind of stopped doing the as much of the organic content, but the ads are way out performing anything the organic content content did. So, it's like how much time to put into that? Give me a date that you stopped the organic or dropped the ball on the organic. Because when I look at your tracking, you're doing bugger all content post anyway. Yeah. The reason I ask is, do you need it right now? That's it. That's my question. It's like I don't. The ads have been performing so well, I don't need to do it. So, so it's like if I put like one post out a week so that Instagram knows that I still exist, the ads are still killing it. And the ads are bringing in more followers to Instagram anyway. I'm getting people coming through the DMs anyway. So, it's like do I really need to put that much time and effort into creating the content? I'd rather write the emails that I'm good at. And I know you said don't start a YouTube channel, but I already have a YouTube channel. And I want to start doing more of that. Um I don't This is super simple. Keep doing the momentum playbook. That's going to make sure your daily, weekly, monthly is done. You're going to build phase one out. You're going to upsell the 15 in a phase one. You're going to build the ascension system into the money method from there. Just slowly keep increasing the ad spend, and then we'll make a little bit more creative when needed. Do you know what I mean? For the ads to work, but they're already doing fantastic. Screw the organic content postings for now. Once you've done those major projects, then do the YouTube, then we can go from there. Then YouTube. Okay, fine. Got it. Perfect. On it. That's my next 3 months. All right, that's it for today. And if this did hit home for you today, and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Put with your bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo, so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-07-20 Views: 52 Video: https://www.youtube.com/watch?v=TVSLaNZeKIw Runtime: 16 min 30 sec (3,338 words) The script, as delivered on camera There is too much online information and advice that is just telling you to grow your business higher, faster, bigger, and hit these income numbers just because they're big income numbers. And growth for the sake of growth is cancerous at the end of the day because I have had dozens and dozens of conversations recently with high-level, high-achieving entrepreneurs, men and women that are doing really great things. And there is this pain, there is this suffering. There is this hole that they're having that is not going to be fixed by achieving more money or by having more success because they've tried that and they continue to try to increase their business numbers to be able to have higher revenue, but their pain and suffering is actually only getting worse. And so, why I want to share this with you today is because this is so salient, this is so important, this is so recent for me as well and why I've made the decisions with my business just in the past couple of months. I'm seeing a really massive shift, an undercurrent that is happening right now with people making these shifts like what I'm doing right now as well that they're going to be that are absolutely profound. Not a profound because the businesses are just doing things that are just so much better, but the founder, the entrepreneur, the person behind the business is so much happier, so much more fulfilled, and getting so much more out of life. As one of the biggest, most costly mistakes, costly with time, and costly with money that you and I can ever make is taking and applying the wrong advice, which is why I want you to be very cognizant when it comes to who are you taking the advice from that you're following right now. There are tons of stuff out there that is really, I think, is more geared towards the 20-year-olds, to the early 20s, and that's perfectly fine. But for me, I think about when I'm taking advice from someone, I'm having information come in, well, who is the person that's giving it? What are the biases that are going to be behind this? Because I want you to ask yourself right now, let's make this really useful. I want you to ask yourself, how much money do you want to earn? Why do you want to earn more money? And typically, when it's like, why do you want to earn more money? Why do you want to get to a certain income amount? And to be perfectly honest, I think 99% of the time when I ask an entrepreneur that question, how much money do you want to earn? The number that comes back in the reply to me is really coming through what I call the rectal extraction method. They're just pulling a number out of their ass at the end of the day. So, when we pull back and we look at, okay, why do you want to earn a certain amount of money? It's really because you want to have that feeling. And so then I ask, why do you want to be able to have that feeling? And suddenly there becomes this revelation, this epiphany, this clear-sightedness of, hey, you know what? Your business can actually be much smaller and can be at a level that number one is much easier to be able to function, to be able to operate, gives you the ability to actually better help and serve your customers and clients, but then in return it's able to actually give you what you really want as well. On one case as I'm saying this, do not think that I've got this 100% right because I could shoot a video in 1, 2, however many years and be like, you know what fellas? That video that I shot not that long ago, that decision that I made not that long ago, it was wrong. Now I'm doing this. That's perfectly fine as well and I would want to do that to share that with you. Because for me, throughout my 20s, I started my first business and worked for myself from when I was 18 years old and I since then have worked my ass off and I've been very dedicated, very strict, very disciplined because there was this deep ground belief that really it took a lot of psychotherapy, a lot of work, a lot of psychedelics, a lot of stuff to be able to understand myself on a much deeper, better, more truthful level on understanding that I was so driven to be able to earn money because I thought that was the be all and end all. That was the thing that was going to be the savior for life. That was going to be happy. That was the absolute golden ticket to it. And it's not. But importantly, now being in this stage, in this chapter of my life right now, not that long ago, I sold my last company. And from that space, I was then able to then start to sit back and I asked myself, and this is what I want you to be able to go through, the dialogue that you can have with yourself, is well, what do you want in this chapter of your life right now? What's most important to What are the things that you do have? What are the responsibilities that you do have as well? Because for me, there was this wanting to be able to just go after, start another company, be able to grow more, earn more, have more stuff. But the reason why I sold my last business was because I came to the clarity that I didn't want to have more, I wanted to be more. I wanted to experience different things. I wanted to accept the me actually becoming a different person as well. Cuz I do believe that we grow and evolve for a very specific reason, and we have to accept who we grow and evolve and want to become as well. So, to give this real context and feed to understand why I've made this decision, why I've gone to a business model where I'm actually capping myself, I'm putting a ceiling upon myself as to how much money I'm going to be earning, and I'll go through this process with you in just a second, but it was really based on a couple of key factors. One, I have become someone completely different, and I'm not driven by just wanting to be able to earn more money because I understand that that is not the thing that's ultimately going to give me that ultimate feeling that I'm really wanting in and throughout life as well. Two, I have four daughters now. Currently, they're aged 9, 7, 3, and 1. They're only going to be this age right now, right now. And so, I had to ask myself, do I want to go off and put my time, attention, energy, and resources somewhere else? And I wanted to be able to put more time, attention, and energy towards my daughters. I wanted to be with them more, be have more presence, have just greater time just to be there. I can't believe that my eldest is 9 years old already. I can't flown by. That's It's honestly pretty bonkers. It's honestly a little bit scary that that time has just gone by so quickly. So, I wanted to make the decision, well, I did make the decision to be able to set my business model up because I wanted to have more time and energy for my daughters as well. But then also with my wife, I feel like we've been married for just over 11 years now that her and I have come together recently and actually have very much seen that she has become a different woman. I have been become a different man. And there's always this re-meeting of each other right now, this real presence. There is a choosing of each other right now. I want to have more time with my wife because over the last 10 years, there has been so much time and effort of me being in the office, me going after and wanting to conquer professional things. And again, I wanted more time, energy, and effort being into my marriage. And so again, when I came back to that concept of I only have a certain level of resources right now. Again, I've I've said it a few times, but time, energy, and resources is what I have. So, where am I going to place these bets? Where am I going to put these assets that I have right now? And that's where I decided I wanted more towards my family, towards my daughters, towards my wife. And in perfect world, I wanted more towards myself as well. I wanted to be able to give myself more space, more stillness, more silence to be able to accept as I grow through this stage of life right now. And that means it doesn't go towards this other business stuff. If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe. Because everything I share here is built for founders just like you. Because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. So, I came to this model that became really profound. And I want you to really like like stick with me. Pen and paper if you really need be to take this on board. Please pick up what I'm putting down. And that is I was thinking about this concept of I want to be able to have minimum profit and I want to be able to have a maximum output. So, minimum profit is what's the minimum amount of money that I want to be earning that is going to give me the feelings that I want to feel, whether it's safety, security, abundance, whatever it is. What's that minimum amount of money that's going to be coming in? Now, I know this this If I said this not that long ago, it would have been completely different. The number that had just come to me was $120,000 a month, right? So, I was like, at $120,000 a month, I get the feels that I want at the end of the day. But then the other concept or the other part of this concept was the maximum output, which is what is the maximum amount of work that I want to be doing that is then going to allow me to hit that minimum income. So, for me, I then really like I I pulled everything back. I go, "What is it?" And so, for me, it's actually 12 hours a week. I work 12 hours a week in the business part. And so, this is where I was able to design what my business needs to look like right now, which is what I want you to do. Because this is literally one of the first exercises that I do when a new partner comes on board with me. We sit down and go through this process. What is the minimum amount of profit you want have? What is the maximum amount of output you want to have? But then, there is a third part of this concept, which is your zone of genius. And this is actually the type of work that you're doing as well. Because whenever I do a time audit with an entrepreneur, with a business owner, there is 100% of the time wasted, ineffective, inefficient things that they're doing, which means we can get them to achieve more with less time. And just by being more productive, you're able to be able to have a smarter model because that maximum output can get even tighter as well. So, as I was designing this new business model for myself, there was also well then how does the rest of the business possess the zone of genius? I know the things that I love to be able to do and that are the revenue-generating actions as well. So, the other thing that I don't want to be doing or that I'm no good at and that I really shouldn't be doing anyway as well because it's outside of my zone of genius, I have team members but I only have three part-time team members now. Compared to before with the company I had which was much much more, now I've been able to like bring this right back. I wanted to simplify. I wanted to make things easier and more efficient. So, I have three part-time team members. I have an executive assistant, I have a content manager, and I have a tech dude that deals with all the websites and other tech stuff. And so, for me, I'm able to have a hundred plus thousand dollar income per month business, but my profit margins is the high 90% which is amazing to be able to do. And this is where I want you to think about when you're designing your business model or in your if you're running the business right now, more likely, what's currently going on? Do you understand of what your minimum amount of profit is? Do you understand how much you actually want to be working because if you start working more, does your resentment start to build? I think a lot of the time it does. Is it actually being inefficient and ineffective? I think a lot of the time it does. And then understanding inside of that maximum output, there is that zone of genius, the things that you just really need to be doing as well. Because one part of building a business, wanting to achieve something and anything in life as well beyond business, it could be anything at all, is do you know the price you have to pay to achieve that? Do you know the price you have to pay to achieve that? Cuz often times most people do not. When they say when they have this rectal extraction method and they say, "I want to achieve this thing. I want to earn this much money." They don't actually truly understand what is needed for them to be able to get there at the end of the day. Which is why I think it's so important for us to sit back and first actually contemplate, think about, and decide in a very smart, wise way what you're actually going to be the best business, the best business model for you as well. Cuz I've talked about it in other episodes, and I'll go deeper into this as well. But as you decide and have this like this is kind of like the core essence of your decision when it comes to your business. This is kind of like the root, the seed, the gestalt of it. Because outside of this then we can start to start building out. Because as I said, this would be one of the first exercises I do with a new partner. Going through this process that I'm taking you through right now. Then one of the next steps after is then thinking about the four models inside of the business. What's the economic model of the business? What is the actual acquisition model? How do you get customers and clients coming in? What is the delivery model? How do you deliver the experience, the results to the customers and clients? And then what's the operational model? How does everything actually work operationally inside of the business for it to actually function? Because once we've got the the seed done, you understand what I've taken you through then, then you apply what are the four models inside of that. Then, it's really simple. I can look at a business on a piece of paper. I can see I can function and I can know on a day-to-day level what needs to be done because where so much of frustration comes from with entrepreneurs is that they're not understanding exactly what the constraint is, what the problem is that's holding their business back from giving them what they want and then them doing on a day-to-day level working on things that are just completely incorrect as well. So, hopefully you can start to see there is a very simple process that we can start to go through that really kind of unfolds this ease, this simplicity, this kind of this relaxing back where business isn't frustrating, isn't a source of pain and suffering, but something can be really joyful both because you're able to deliver an amazing experience, amazing results to your customers and clients. You're truly serving them in your best capacity and by that function, you're best serving yourself as well. And so, this is why I wanted to share this with you today because I wanted to open up how it is I've come to my decision why it was I was like, "Yeah, you know what? I'm capping my income right now. I know that I don't want to be able to earn more, but I'm making things much simpler as well." But at the same time, I'm then being very conscious in choosing where I'm putting my time, energy, effort, and resources as to how I want my life to feel right now cuz I want you I want you to live the life that you really want. I want you to have the feelings of that fulfillment, of that happiness, of that joy, of that eudaimonia at the end of the day. So, I hope this is really helped you. I hope you're able to take away from this and be able to design your business models well. And if it comes with any questions at all when it comes to this stuff cuz I love geeking out about it, which is probably what you picked up because this video's gone far longer than I thought it was going to at the end of the day, then hit me up. Whether you're listening to me on the podcast, whether you're watching me on the YouTube, whether you're standing out the front of the building right now just listening somehow, I want you to be able to let me know what it is that you're picking up from this and how I can best help you in the episodes moving forward as well. Cuz as always, I appreciate your time and attention. Thank you for being here and I'm looking forward to seeing you in the next episode. All right, that's it for today and if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. It'd be a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems and to be able to take time off. I appreciate you watching and I'll see you in the next episode. Oh, oh, oh.
Client: Chris Dufey Format: Long form Published: 2026-08-10 Views: 42 Video: https://www.youtube.com/watch?v=J-KfI1BiKoo Runtime: 22 min 23 sec (4,653 words) The script, as delivered on camera Alex Hormozi is one terrific dude, and I'm really thankful that I first met him back in 2018 in a private mastermind in LA. Now, back then I was running a coaching company that I sold just a bit over a year ago now, and when I went over to Alex's place and to record what I've got for you in this episode, I wanted to cover what really matters. Like really, what really matters when it actually comes to building a successful business today. And that's exactly what we're going to be covering in this episode for you. What's the belief you want to break in people so they they can achieve more in business? So, um, in the opening page of my book, the one I have two I have two quotes. One of them is that, um, we question all of our beliefs except for those that we truly believe, and those we never question at all. And so it's hard because every day I find one and I'm like, "Ah, I didn't know this was a belief I had. I thought this was because beliefs are truth to you. You don't think of them as beliefs." Everything you think is a belief is like, "I'm a Republican. I'm a Democrat." Like those are beliefs in the So they're not really beliefs, but the core things that you have about your identity, about the stories you tell yourself, those are the those are the real beliefs, and it's hard to find them. I'm trying to think like what is what is the process of of being discerning and and realizing that all of these things are make-believe rules. It's It's It's really hard. I don't It's It's not a It's not a linear process. I think it It comes to you in in, uh, non-linear ways. What's success feel like to you? I'd say like between Leila and I, we're there's such a stark contrast because I think that Leila is like one of the most like mentally healthy people out there. Um, and I don't I don't think I would necessarily consider myself that. Um, I think that the drive comes from like a darker place. I think I was referencing it earlier. Um, so in terms of like what does success feel like for me? A A of times it's like an absence of pain for me specifically. Is that like I don't have this overwhelming pain and so like I'm okay. It's more like an exhale for me. Um I know that they did a study on like Olympic champions and like world-class like athletes and usually um when they win they feel relief. They don't feel happy. And I feel like that's something that I can I can 100% relate to. Um I'm not saying I'm a world-class athlete, but I'm just saying like that's a that's a feeling that that resonates with me. I would like it to be knowing that I did my best. I would like that to be my definition of success. But I have enough negativity in me to be like, well sometimes your best is not enough. What are the commonalities with the people that you say that are successful to the one that get by? Self-awareness and drive. So um an ability to understand who you are, what your strengths are, how to interact with others and motivation to do something. And those are really the two things. Cuz if you understand how people work, then you'll understand how to market, you'll understand how to sell, you'll understand how to manage, you'll understand how to lead, or you'll be able to have a baseline that's significant enough. You don't have mental health issues, you don't have crazy things that you need to overcome. Cuz like most people are in that bucket. They've got things they haven't dealt with. And so they can't even possibly approach their business because they can't even think straight for more than an hour a day. And so their level of productivity even when putting 100% effort in is this big because their perception of what 100% effort is really small, too. They don't even They don't even have the ability to work. They don't even They don't even have acquired the skill of being able to sit down for 12 hours and work. So um clean personal life, having the self-awareness to be able to deal with others and then having the drive to actually do what you want. How do you help people um start proceed through working into the process even though they can't the full journey. So, um an analogy that I heard that I think that tells the story really well is that a lot of people will start something and then change gears and start and then change gears and start and then change gears. They never even fully acquire skills. They never fully commit themselves. They're always dabbling because they think that if they find the right thing, they'll be successful. When in fact, you can be successful at any of them if you go deep enough and you stay in it long enough. And so, it's counter, which is why most people aren't successful. Um because it takes discipline. It takes being bored and being able to get incremental returns rather than outsized returns. And it's those boring 1% that over time then look outrageous to people and they say, "How are you so jacked?" And you're like, "Well, I've done this for 17 years and I haven't missed a workout." And they're like, "Oh." It's like, "Well, then" And then they're just And then they're disheartened cuz they're like, "Well, I could never do that." Right? And so, the the Japanese bamboo story is just that there's a, you know, like a wise farmer and a foolish farmer. And the foolish farmer plants the seed, you know, he buries it and uh a year later, there's no no sprouts. So, he digs it up and goes to another location and then he plants it again, waters it, nothing. Does it again next year. He does this so cycle over and over again. And then the wise farmer plants the seed and just keeps watering it for years. And then on the fifth year, it shoots up, you know, 80 ft in in 6 weeks. And it's because during the first 5 years, it was building the foundation under the ground so that it could support the growth. And I think that very much it's like the perfect analogy for entrepreneurship because most entrepreneurs do have some sort of explosive moment. But it's because of the skill stack that it took them to get across the bridge. And so, once they get that last piece, then the first dollar flows and then it kind of like, you know, it opens up. And so, it's like, "Well, I know how to write copy. I know how to sell." It's like, "Okay, but you don't know how to make creative. You don't know how to make landing pages and you don't know how to like close over the phone." So, it's like there there's always a missing link. But it's like once you know how to go from A from an eyeball to a dollar end to end, every single piece, then at that point you've completed the bridge, and then it'll seem like it's your your friends and family would be like, "Oh my god, like it's overnight." And you'll be the only one who knows that it took you 3 years of consuming all these courses, not making any money, so that you could finally make your first. What excites you with the health and fitness world now? I can I can probably talk more towards where I think the trends are going. Yeah, for sure. So, I think health and fitness is going to always move towards personalization and on demand. And so, just like Netflix has a personalized experience that's on demand. And so, I think fitness is going to go in that direction. Um I think that there will be there will be some people who prefer to have some sort of in-person presence, and there will be other people who uh I think the marketplace as a whole is going to grow. Um you know, like Peloton and things like that are coming out that are allowing people who probably wouldn't work out to work out because it is convenient enough for them. So, they're actually creating a big like they're expanding the pie itself. Um there were traditional gym-goers, and now there's like group workout growers, and then there's at-stay-at-home people, and so there's these different segments that are growing, but I think technology is allowing us to provide allowing business owners to provide more value to end consumers in ways that they couldn't do before, um and create more personalized experiences at scale. And so, I think I think at the end of the day, like the perfect the perfect fitness business would have an entirely one-on-one experience that could be done at scale. And that's ultimately like on demand. So, it's like if you want a personal training like session right now that's catered to you, your body type, your demands, your goals immediately at your home with all of the everything you need there. That's like if you think about like that's that is what ideal is. And so, I think that we're actually like we're really moving towards that direction, and once like virtual reality kicks in and like there's going to be some pretty cool things that come out. So, that's where I think fitness is going and it'll just be I'll be excited to see I'll be excited to be along for the ride to to adapt and grow when those things come around. If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe. Because everything I share here is built for founders just like you. Because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. What are people doing like gym owners, personal trainers, coaches, even the weekend warriors when they're trying to have a crack at this stuff? What do you think they're trying to do that doesn't work these days? I think they're trying to be scalable before scale is required. So, I somebody who's more advanced than me in business recently I was on the phone with. He was a CEO. He had four or five exits and had done really well. And he was like, "Don't be cute." And um I just really liked that because I think I'd heard that years ago, but it was a great like like phrase to hear again. And I think a lot of times people who are getting in, weekend warriors, whatever, they're trying to be cute. When it's really just like it's rolling up your sleeves, it's texting your clients every day, and it's it's a 100% it's a relationship-based business. And so, they're trying to get cute, trying to get fancy, trying to reinvent like I have a unique process. No, you don't. Like no, you don't. Body hasn't changed. Like no, you don't. And so, but what you can be unique and specialized is being you. And that is going to attract people who are just like you as long as you're just being true to who you are. And being okay with that, not necessarily trying to attract everyone, but attracting the people that are going to become your tribe. Um and that'll only be true if you're being true. And I think that if if if people stop trying to make something that's They're just trying to They're just trying to get really fancy with it when it's really just doing the boring stuff of like writing handwritten cards, sending them, you know, sending them surprise gifts. And it's actually just giving a And so we I think I had a podcast a long time ago that our company talks about sometimes. And it's It's like the best way to get people to think that you care is to just care. And that's that's really what it is. You know what I mean? Um and I think that's where that's where the the people who are trying to do something is like they're trying to posture themselves like I'm a fitness entrepreneur. I'm going to like Like it's okay to be where you're at. You know what I mean? Like you don't need to be a 25-year-old millionaire. Like I think it's like kids in high school right now, like 50% Our neighbor was telling us this cuz they've got kids that are in high school. Like 50% of them think they're going to be millionaires by the time they're 25. And so and then they're and they're heartbroken by the fact that they're And so they start trying to make stupid moves because they're like, "How do I close this gap? I can only hit a grand slam. That's the only way to do it." When in reality it's just a lot of singles. You know what I mean? It's a lot of base hits. It's a lot of like blocking and tackling and just like chopping wood one step at a time. And um And so I think what the people who are trying to succeed who aren't succeeding are doing is they're not willing to eat for long enough. And get so good at the one thing that like instead of learning all these other skills, like the first skill that you should learn is the thing that you're trying to deliver. Is your service skill. And until you have a full roster of clients without marketing then you are not good enough to try and learn the other skills. Like if you are good enough at this one thing you will have a full roster. And so that is where all of your attention should go. And then, once you have a full roster, you can raise your prices. And then, it gets full again, then you raise your prices, and you keep doing that. Um and then, at that point, then learning the additional skills of like, "Okay, how do I hire a staff? How do I promote more? How do I scale?" Like, then those other skills become important to learn. But like, most people try and skip first step, and they have a terrible product, and it's it's the it's the bamboo tree that has no roots. And so, they continue to fail over and over again because the base line just isn't that good. The food at the restaurant, despite all of the promotions, all of the whatever, when people have their first bite, they just don't want to come back. And most people who are mediocre, cuz most people are mediocre, that's why it's mediocre, is they're just not that good. They're okay. And it's just that the difference between okay, going from shitty to okay, let's say in terms of unit of effort, might be one unit of effort. But going from mediocre to good is probably like five units of effort. And going from good to great is probably another five units of effort. And so, there's standard deviations in terms of like, how much effort is required. And most people just assume, like, uh it's I only had to read a few articles to understand more than the average person. Cool. But to be excellent, and to leave people in awe, so that after they experience your service, they can't help but talk about you because you are remarkable, people want to make remarks about you. Um until you're at that point, it doesn't make sense to learn the other skills because the base isn't there. Okay, explain skills stacking. I think this is perfect. The difference between where you are and where you want to be comes to simply a number of skills that you do not have. And stacking skills together creates a disproportionate return on the stack, the stack of skills before it. So, for example, if you are good at math, that is a baseline skill. It's not really monetizable, but it's good. Once you start learning how to like, keep someone's books, now you're a bookkeeper, that is a monetizable skill. You can make a living, you'll you won't go hungry. After that, you become a CPA, you're a certified accountant. Like, okay, now this is more valuable. Then you learn about tax strategy and ways to shelter, you know, shelter money and all this kind of stuff. That becomes far more valuable. And then you learn about insurance and how you can use that to diversify risk, also decrease tax, also have different, you know, vehicles for for uh, you know, protecting a business. And then you learn about financing and investment banks and like doing uh, fundraising and things like that for a company. And if you're if you're thinking about this as I'm going through this, you probably have a picture in your mind of what type of person each of these people are. And you can see the the the amount of money that person makes going like this. Right? And it's the vast the last one, two, three skills that stack together at the top that create the disproportionate return at the end. And so, I think what's interesting is that um, when it comes to like making money, a lot of times we're like, I want to make money. But making money is a large bucket for a number of skills. And so, a lot of times you can think about it like a bridge from one side of the, you know, cat ravine or whatever to the other is that like, they buy a course on copywriting and they're like, it says if I buy this course on copywriting, I'll make money. And they don't. And then I buy this course on buying traffic and I don't make money. And then I buy this course on writing headlines and I don't make money. Buy this course on sales and I don't make money. And it's only until you can have it unaltered flow in sequence that the first dollar comes across. But then once the first dollar comes across, the next one comes right after. And so, um, understanding what skill deficit you have is the single greatest skill that I believe that you can acquire. So, like, if you want to like, if you see someone who succeeded faster than you, they're given the same resources of time. And it means that they were able to use discernment to prioritize where they're going to allocate their attention to acquire the best ROI skill for the next one in logical sequence. Um one of the questions that I get a lot is like, "Okay, how do I know what skill to do next, right?" And the problem is So, the the the absolute way that you have to do this and approach this is that it's absolute responsibility. And so, if you do if you are not making the amount of money that you want to make, if you are not growing at the rate that you want to grow, it's because you lack a skill. And so, if I ever hear someone say like, "There just are no good sales people. There just are no good managers." I'm like, "Do you really believe on Earth there are no good sales people?" No, of course not. You lack the skill to recruit, hire, manage, and promote sales people. And so, there's the four skills that you need to acquire to get your first sales person. Then when you have multiple of them and you're like, "Man, but my sales are uneven. Sometimes they're good, sometimes they're bad. I can't keep it up." Then you lack the skill of managing a sales team. And so, if you always phrase it like that, it's always your fault, but it's always under your control. And so, that way you can use your discernment to try and figure out, "Okay, what of these skills is the one that I need to focus on?" The rule of thumb that I've always used in terms of like, "What next?" is if I have The easiest way to do it from a tactical standpoint is to look at your day. We do time studies a lot. And look at what are all the things that I'm doing, and you can see which of these things are the highest value. You should be replacing the things that are the lowest value skills and giving those to people who can mimic those lower value skills and then refill your time up with the high value skills. One of the mistakes I see is that people try and buy their time back, but they don't fill the time that they bought back with money generating activities, and then they wonder why they're not making anything. It only makes sense to delegate when you have You should still always be working. And that's kind of the big And that's a little bit of a belief in terms of like, "Well, I want to have the laptop lifestyle." It doesn't exist. For anyone. It doesn't exist. And so, um and the people who are telling you that are just trying to sell you something. Bring me the thing. And so, um that's kind of the the easy short view on like skill acquisition. It's like the only reason that you aren't where you want to be is because you lack not one, but a number of skills that have to be acquired in sequence to get you from point A to point B. And then once you're at point B, there's another set of skills that need to you need to get to point C. And learning which one and what order is the right one to acquire next is the next step for you. And then also understanding that some skills, like leadership, don't immediately make you money, but are 100% required to not only make you money, but sustain the level of effort or money that you've acquired. What's the highest high? Highest high. Um I I do think that the the the highest high and it's not to share it to grab it from my list, but the highest high was after we had gone through that whole period of And it might be because we had just gone through that period. Um but when we um after all of that had our first 100,000 in the account from the new business and I saw no no hair on it. You know what I mean? Like there wasn't like I have this, but I'm still beholden to all of these things that I don't You know what I mean? It was like a clean real $100,000 that had no strings on it and I knew that it was going to just like propel up. And that's when it was like the hope and the possibility became real that it could happen. And I think that that's it's usually that moment where like you realize that your hope could happen. Is like that's I think the moment where it's the highest high. It's not actually like the full realization because when you when you're like, "I'm going to I'm going to I'm going to squat 405." When you In order to squat 405, it seems amazing when you squat 315. But when you squat 395, which is what you'll probably be strong enough before you hit 405, it's not that big of a deal because you've done all of the things beforehand. And so, um I think it's really once you have the realization like when you're lifting and you have your first periodized program and you hit your first PRs, you're like, "I can use this to get to here." I think that's usually when you have the realization that that big goal is achievable with a process. So, I think that's what was why why that was the biggest hurdle. Brilliant night something. Um what do you want someone to do after being with you? Gym Launch? Yeah. I want both. After witnessing you right now and Oh. I want people to embrace the boring work. And so, that's one of our six core tenants at Gym Launch is do the boring work. Is that repetition is what creates mastery. And you know, we got a reputation for being good at sales and I pulled up on a whim um my account on Mindbody and I had 4,000 confirmed closes and um it was over years. And so, and we're like, "How are you so good at s- it's like, well, I did it a lot of times and I had a lot of people say no to me. You know what I mean? And so, it was just really hard. You know what I mean? For a period of time and I think just being able to embrace like if you actively make the goals to be rejected, then you feel like you are succeeding when you are failing because you are. And one of my favorite um not that I'm, you know, but there's a proverb that's um in all labor there is profit. And so, the way that I see that is that your work works on you more than you work on it. And so, as you work, you become better. The outcome of your work is irrelevant for the majority of your life. When you're in school, you don't remember anything from the first 12 years of your life, but the hope is that if you worked, you would acquire skills like how to learn, right? How to deal with others. And because that is what your work is actually working on you for. And so, when you are selling and failing, understand that you're acquiring the skill of sales, and you're just digging and keep like you're still chopping down the tree and doing the boring work. And so, if there's anything that anyone gets from any of our stuff, it's just being willing to fail over and over and over again, and seeing that as a part of a successful process. Um and really like it's just it's seeing it as learning and not as as failure at all. All right, that's it for today. And if this did hit home for you today, and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Prove me a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo, so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-03-20 Views: 40 Video: https://www.youtube.com/watch?v=SNfS3eFy0Vw Runtime: 36 min 1 sec (6,643 words) The script, as delivered on camera Before you go into this episode, see what Jacob sent to me just a short while after we actually recorded this episode that you're about to watch. He's added $240,000 of profit from what we cover in this episode. Yes, I know I'm not speaking hyperbole right here. $240,000 extra profit from what you're going to be able to see right now. Exactly what we cover in this episode. This is not theory. This is not [ __ ] advice that so many others are putting out on YouTube and podcast and on the interwebs right now. This is the stuff that actually works and I want to be able to show you the hard evidence so that you are able to use this and actually apply it today. All right, Jacob, so we can hit the ground running, brother. Uh, who do you coach? What are you selling? And how are you selling it? Yeah. So, basically I coach uh solopreneurs or like one-man businesses primarily on LinkedIn from an audience that I've built. Um they are coaches, consultants, creators, creatives. Um this initial idea started as helping them add 5 to 10K a month to their existing business. Um now it's gone to 15 to 20k a month. I'm selling it primarily through um a Slack and a school group. Um it's it's kind of like a video based course if you like. We meet then once a week um with a little Q&A and then there's like DM exchanges and stuff like that. So I would say like a conventional um school to DM kind of hybrid model. Um on the on the kind of more upper side I help um one-on- ones that's kind of private channel a little bit like with Voxer. I use Telegram and stuff to do pretty much the same but just closer access. Okay, great. Closer access. Okay, good. Um, how much is the first level of the program? Um, so the first level of the program is 100 a week for 52 weeks. Yep. Um, the second level of the of the program is double that. Um, but initially that model was a six-month model because I felt more confident selling it and more recently pivoted into the yearly. Okay, great. So, it has turned to 52 weeks. All right, brilliant. Um, how many people are in the 100 a week and how many people are in the 200 a week just at the moment? Um, so I have about 62 people on the sixmonth program and I would say over the last nine month nine months I've had about 80 in total with a little bit of you know people leaving and stuff like that and most recently as of uh two weeks ago I have about 22 people on the yearly. Okay, brilliant. Uh do you know what your monthly churn rate is at the moment? Um, monthly churn. I would say when you say churn, do you mean kind of like the people that doze off? Yeah, the people that are leaving the program. Like say if you've got a 100 people inside of the program, uh, how many people would leave in a month? Yeah, I would say because it was a six-month interval so far, I've only ever had two people leave before the end of the six months. Um, but I look at renewal rates as well. So I try to bolt on that renewal. I would say out of 10 people about two to three renew for another 6 months. 20. Okay. So they say 20 30% renewal up. Okay, great. Uh, okay. Jacob, what is the actual goal of the business? What do you want this to turn into? Yeah. So, I mean, this thing kind of started as a little bit of a fun idea because I already own an agency. Um, so my plan is to now exit and sell the agency I've been running for seven years. Yeah. Um, and do coaching and consulting full-time because I realize that's where my energy goes. Um, my goal is to turn this into a sevenf figureure business, hit the first million by the end of 2024. Um, I've kind of hit about 250 to 300k. um in the last six to nine months. So I've proven that the model works and obviously as a oneman show it's kind of like where do we go from here? All things pricing hiring. Um and I don't I'm not somebody who wants to hire a big team. I'd rather have a very small team. Y um but that's what the aspiration is. Okay. Uh let me ask you this question so I can like best get to the crux to help. Uh, I'm going to give you 2 minutes on the clock. You got 120 seconds. And I want you to [ __ ] and moan and complain about your business right now. Tell me everything that you just don't enjoy about it. On the coaching side. On the coaching side. Correct. Yeah. So, yeah. Don't talk to me about the agency because you'll probably talk about 24 hours on that one. So, just two minutes on the coaching. Yeah. So, if I was to start and [ __ ] and moan at you right now is I started this kind of headless chicken mode, learning as I went, built an audience on LinkedIn to 35,000 people and then had the conventional problem, how on earth do I set this up? So, at the time, coaches, mentors, whatever, came from different backgrounds. I set this up as a giant Slack group um where the hub was on notion. So I started going, "Oh my god, I now have 60 people in a Slack room that DM'd me a 100 times a day." Those boundaries were not set. Those constraints were not set. Then I gave a lot more value than I anticipated. So people have everything which increased turn at the beginning or drop off rates because they feel like they're being hit with a wall. Um Jacob isn't now responding. So I was like, do I need to hire somebody or whatever or change the model to something I enjoy? Thank God for school. Um that is now saving my life with the new batch. Um and then also the other thing was I was always on the hamster wheel in terms of chasing payment plans and all of that. So I wish that I had started doing things a bit differently um there. And then is that still a problem now? Sorry to interrupt, but is that still a problem? The chasing payments? Uh, no, because I figured out weekly pricing models and pay upfront models to to incentivize that. Um, but I would say the other thing is the positioning exercise I realized go for complete newbies, but the questions that I get are incredibly insane. Um, where I kind of thrive at is more finding that batch of people that are already making 5 to 10k and want to get to the next year instead of your first 5 to 10k. Yeah. Yeah. Which has been problem. Yeah. Uh so it's interesting one the first book I ever wrote and this is like a lead generation book for my last company and it was called your first 100 clients. And if there was one change I would have made with that book. I wish I called it your next 100 clients. Uh exactly for that reason. Do you mean that that one word change is a very big change in market positioning and who it is that you attract with it. Uh, so let's just say Jacob, if I was to bump into you in the street and I just go, "Hey, Jacob, what is it that you do? What's your do you mean spiel?" Yeah, I mean, I would say I am a coach to other coaches, consultants, and creatives. And I help them get leads, um, scale their business u primarily through packaging premium offers and power writing I call it. Um because a lot of my techniques are through social, through email uh marketing and it's like without sales calls. Um so yeah, how can you say that without me wanting to walk into oncoming traffic? Um I would say I help solopreneurs scale their business to 10K with one funnel, no sales calls, and one offer. Okay. Do you feel like saying I scale to 10K is still going to be attracting the newbies or do you want to be coaching the newbies? Um, no. I mean, I think maybe it's a positioning thing because I can now make a claim that it's bigger, but until this point I wasn't able to. Now I've got one-on-one clients as well that are hitting 20, 30, 50k a month. Gotcha. Okay. Fantastic. So, this is where like let's say uh top of funnel to cold traffic do mean open public content your messaging. What is that? Uh I think there needs to be a difference between hey I get you your first 10k or I can add let's say like what you said before if I look at my nodes I can add 15 to 20k a month uh doing with it. I I feel like it's and again this is I've got a bunch of different partners. Some partners coach baby turtles. Like we call them the baby turtles, right? Like they're the people that want to get to their first 10 to 20k for example. Um, very different market to deal with, very different market to sell with, uh, sell to, uh, compared to say like, hey, uh, like if I bump into you, oh, if you're a coach, consultant, or creative, I can show you with my XY Z system how to add an extra 15 to 20K a month MR without sales calls or hiring new team members. Yeah, that's my bread and butter in the one-on-one territory. I love that work because they have an audience, they have a high ticket um offer. Why Why can't you have that offer in the group offer oneonone? I can I think what happened was for me um I was attracting the newbies probably because of the messaging. But then when those newbies hit 10, 20, 30K, they started having different problems. So, the only way to get them in was go one-on-one as a natural next renewal. Um, but great shouts because if I just attract them from the getgo, my life is so much easier because I have the systems from the one-on- ones. Uh, so couple of questions then to delineate this. Who do you much rather coach? Who do you feel more energized when you coach? the baby turtles or the more advanced coaches? Um, the more advanced coaches 100%. Who is uh easier to sell to, the baby turtles or the more advanced coaches? Um, currently the baby turtles, but when the bigger coaches are solution aware, then when they come to me and they're just ready, hot, ready to buy, it's not even a matter of sales. They're like, when do I get started? And that's what's happened over five times so far. Do you think that's because the current messaging right now is maybe more geared towards the baby turtles? So, the more advanced coaches, they kind of got a couple more jump uh hoops to jump through or they've kind of got a little bit more of the weeds to pass through until they're like, "Oh, Jacob actually gives me exactly what I want." Yeah. Yeah. I found that in the in the messaging like I've attracted, let's say, a lady who's a sales coach with a similar following to me, just couldn't sell by by chat. So, it was a copyrightiting kind of thing. Yep. Jumped into her email list. plug and play almost or just done with you hybrid wrote a few emails bang you know so it's like helping a winner win is much easier. Yeah I'm totally on board with that. So uh what else do you think is missing or broken in the business right now on on from the outside or on the inside? Both. You can answer both. Um, I think one thing you've just kind of unlocked is the messaging because it was more maybe it's a limiting belief, maybe it was just the path to this that led here is if you're attracting people that don't have that, um, then your messaging needs to change and all the case studies need to change because if you're showing how somebody's made 50K, then the 10K guy will want in. Yeah. Um, right now I'm showing somebody how to get to five and 10, which means they don't even have five and 10 and they're trying to get there, which is one. Um, on the inside it's more the delivery piece, like how do we keep everybody happy with a scalable model, which is kind of a hybrid offer now that I'm coming to terms with and clearly identifying those constraints and boundaries. So, we are meeting once or twice a week. It's in this setting on these days. These are the essentials. I don't answer DMs in this tier. If you want it, you pay double. Then the mentorship piece that was missing is the people who want Slack or Vox or whatever mentorship. That's that fee. If you want more than that on Zoom, that's a different fee, which is triple the price, for example. Yeah. But you are still in a group tier which then makes my one-on-one which was originally a bottleneck because I started one-on-one a much higher and more enjoyable uh fee now because then to get to that level of proximity I could be charging quadruple for example. Yeah. Um so let let me I'm just going to jump in for a second. Couple things are coming to me already. one, if you hadn't watched the um episode I did with James Kimp, the last one that I did with James, when we talked exactly about this, like a bunch of the mistakes and learnings that we've gone through when it comes to boundaries and communication, when it comes to delivery with clients and stuff like that. I highly recommend checking that out. Like I remember when I first started my very first online coaching business, it was in the fitness market. It was 2014. Uh, I gave people uh, phone access to me to be able to like message me direct, like clients messaged me directly. Dude, this thing nearly got thrown out the window 100 times a day because my wife was like, "What the is that doing to me?" Like it was just constantly going off. I was like, "Oh [ __ ] what have I done wrong?" So 100% I think that's really clear. I think we can swing back to what that is as well. Um, two main points I want to share with you, Jacob, where it comes to the importance of the messaging that you put out into the world to attract the right type of clients. I'll use an exact example that I actually used yesterday uh with something that I shared. So, I shared this post yesterday uh on Instagram stories and on Facebook. Okay. And so I was like, so this was a screenshot from one of my partners like, "Brother, cracked a million profit for the quarter. Freaking static. Funny thing is I'm the happiest I've ever been in business and only did the things I love. Love you, man. Like, we're just warming up, right?" So, he's doing a million dollars every 90 days profit. uh and he's super pumped cuz he's actually in his zone of genius. Now, I specifically chose that case study and testimonial picture so that I can attract the higher level players, right? So, so who are the types of people that uh came to me yesterday inquiring about becoming a partner? One was running a $3.5 million coaching business. The other was running a $7 million coaching business, right? was there at that level of the end. If I was to share uh a case study about like, "Hey, so happy I just added $10,000." Do you know what I mean? The $7 million guy is going to scroll past that and never think of it again. Do you know what I mean? And someone that's like, "Oh, I would love $10,000. That would change my life." $10,000 added to the the $7 million coaching business. Dude, it makes zero difference to it. Zero difference. The conversation we had yesterday was how do we get him to $20 million a year and how does he do less and because he just wants to be able to like read and study and enjoy life more with his family, right? So, think about the messaging about who you're wanting to attract. Now, now, if I was to get a little bit more advanced into this conversation, uh, and let's say especially if it was, hey, we're really focusing on paid acquisition. Okay. Now, if we're like building paid acquisition, we've got this with a few different partners where it's like we will build different verticals out. So, we'll literally build different funnels for different avatars. So, let's say eventually what you can do, Jacob, is like, "All right, I'm going to build one funnel that is for just attracting the baby turtles, the baby turtle funnel. I get you to 10 to $20,000 a month starting from scratch." Like, that's one funnel, right? Then you build another vertical that is do you want to add 20 to $30,000 a month? Do you know what I mean? If and they're like already above like let's say you want to go from 20 to $50,000 a month, right? Or do you want to go from 30 to a million, right? So like what's that gap you want to do? And you create a different vertical. Now the complexity in doing that is you don't want those to overlap because then they'll start getting mixed messages. So you just keep them different which at the complexity comes to like let's say if you're just sharing on Instagram uh or your LinkedIn profile or whatever that is you'll have to talk to both different things and make that clear. But obviously I want to start with just one like with where you're at right now. So I would say what's the one market that we want to focus on until we get to a million dollars a year Jacob and then we then then you can have the discussion and start building on from that. Does that make sense? Yeah absolutely. Because I think what you're saying I can't make or or support at the point where I am in life now somebody who's making more than a million let's say cuz that has been the cap for me I I may be able to but if I haven't done it and I haven't walked the talk I feel like I'd give less good advice. You you said something really early on in this conversation. I'll have to go back through the recording and pull this back out. He said something along the lines of like, "Oh, now I can actually help someone do 15 to $20,000." When you said that, my ears perked up and go, "Oh, this is interesting." You've got uh great authenticity uh when it comes to what you're doing because you're like, "Oh, I can I can I have the track record to now get you to here, for example." Do you know what I mean? So, like for me, I'm very comfortable with saying like, "Hey, I can get someone to eight figures and start getting into those low eight figures amounts because that's where I'm at." If someone comes to me and goes, I want to get to a hundred million a year. I'm not your man. I'm not your man. I I don't have the skills, I don't have the experience, I don't have the chops to be able to say, yes, I can do that with full confidence knowing that I can be able to do that. Right. So, you're staying within your lane. So, what you said, I was like, "Oh, that's very interesting." So, is it one your self-belief? Is that the limiting factor with what's holding you back right now with the message that you're putting out into the world? Mhm. If you know what I mean. Um, yeah. Well, I think because I've had an 100k month in the past and in terms of how I feel and everything like that didn't change. So, I was like, okay, on the energy side, I've now unlocked this thing and I know how it feels. On the consulting side, I have dealt with people that have made more than that and the problems were the same. And that's where I kind of said, "Oh, if you're making 100 or 200 or 300, okay, there is a difference, but I can now talk to you." Whereas before I was a bit shy. I wasn't sure. But once I unlocked it, I was like, I don't care if it's 100 or 150. Processes are the same. Everything's the same. Um, I think maybe with the messaging piece, I would shy away from revealing figures simply because of privacy. But I noticed going into Facebook, for example, that coaching bubble is so much more authentic than where I was coming from. So that gave me comfort to share the numbers. It's like I'm proud of what I'm building every month. Whereas before I was kind of like, no, don't tell anybody. Yeah. But the moment you do, you gain recognition. So I was like, okay, don't give it to the ex. You're not not going to give anyone your password, are you? But you can share a screenshot of your own. Yep. Stripe account or whatever it is. And that started to shift dynamics because when I was just saying four or five figures, they were like, "Well, what is that? Is it 1K?" Yeah. Yeah. Totally. I totally get. If you've made it this far, seriously, thank you. I appreciate you being here. But real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. Okay, that's really good. So the other thread that I wanted to pull for you is the the bundling and the unbundling side of what the offer is. So let's just say for example, you're going to be like, "Hey, you know what? I really want to focus on the more advanced coaches." And what I do is I have a system that gets you to add 15 to $20,000 a month, but like you'll need to flesh that out doing so there's sexiness and there's attractiveness to that what that offer is. Uh, and then obviously the bundling and the unbundling of the the delivery side of it because that's when he said like, "Oh, I can do that for one-on- ones." And I'm like, "Does it have to be one-on- ones? Why can't you offer that in a group uh scenario?" So, there's ability to handle more people. Granted, you might want to cap it. Do you mean? So, with us with partnering, we cap our partners. We know there's a very hard number that we're going to stop at once we get there, and we're totally cool with it because I don't want to work more than that. Do you know what I mean? I was like that gives me ample money and I'm so happy with what those profits would be. It's I just don't think I want more money there now. I can radically change my perception when I get there and if I become a do you know what I mean? A uh a prick that's just like oh my god I want more. Then I'll do that but you'll be able to call me out on it. Do you know what I mean? And say like what's up? But I think that's a case of with the bundling and the unbundling. It is what is it that your system so like you said oneonone. So what I want to do is I go okay change it from oneonone and change that word to a system. What is the system where you can put someone in at the start of the system and it's going to at the end of it it's going to give them an extra $20,000 a month. Do you know what I mean? Uh income. Now, how do you do that? So, it's as easy as possible for them to achieve it and easy as possible for you to deliver it with the least amount of operational drag inside of that. The other thing as well that I would just be uh careful of just because I've I've had this conversation with quite a few coaches. Yes, you can give people more access to you, Jacob, if you wanted to, but giving more access to people and even charging a little bit more. Does that take you away from being able to do I mean build the main thing? And that's why I'm like keep the main thing the main thing. Yeah. Yeah. I felt that very quickly when I opened up onetoone access again because I shut it off when I went to group and then saw an opportunity. I opened it. Now I've kind of just capped my spots and said I only want to deal with a select few people. Yes. Because energetically you just get drained. You end up Yes. what you said before with the phone, right? Doesn't stop ringing. You give them access. It's game over. Um, and then it's reconditioning some things like I would always give away too much in the one-on-one but realized give them options. It's either you want me on Telegram or whatever or we get one call now bi-weekly whereas before it was like here's my calendar book when you want do what you want. Um, so it's realizing that boundary setting you get to be the the kind of leader. And then what you said before about the group is I already know in my mind because before this program was very LinkedIn based, but I've slowly turned it into principles. That's why I went into yearly now because I don't care how long you're in there for. You can re-watch that. You can reapply that thing. Um, and it's exactly what I was doing for this done with you. Sorry, done for you piece. But now I'm like, here are the scripts. Here's everything. Just go plug them into your business and it will work. Love that. Okay. So, I'm I'm coming back to these two key things I would love for you to be able to take from today's conversation to really nail. And that's going to be number one, what's the clear offer that you have? So I think we've gotten really clear on number one the market who that market needs to be uh the messaging. So if you think of like the triangle uh where it's like message market medium it's like okay cool we're clear on the market who they need to be now the message who that what is that clear offer like what is it I literally just had a conversation just before we jumped on this and I just said to him I was like dude what is it that you need to say to a prospect for them to think I would be an absolute [ __ ] not to take this right now and at least try it. Right? So, what is that nobrainer of an offer that where you bump into them and you can say, "Yeah, if you're a coach, creative, or a consultant, do I mean, I can add $20,000 a month to your income with this, without this, whatever. What that is, I want you to be able to nail that because then I feel like if you can articulate that, so this is the second part of it. articulate that through your messaging from what it is that you're sharing, you will naturally start to attract the right people, you will repulse the wrong type of people because they're just not going to look at it. Just like what I shared yesterday, do you know what I mean? the right people that I'm wanting to attract at that high level, they're going to stop and take notice of that because someone doing uh 10, 20, 30, $50,000 a month is I I don't think a majority of them will go, "Oh, I can achieve a million dollars profit every quarter." Like $4 million profit a year. I can do that. When they're only doing, do you know what I mean? 30,000. I mean, I had the same feeling because I saw your story and I was like, "Ah, there you go." you know, happy for you, but I'm not in there to perfect perfect. So, that's a great example. So, then use those examples, use those stories and those stories from yourself in your content to make sure you're giving that right vibe out and you're attracting in those right people. So, when it comes to the messaging, where like is it still LinkedIn that the bulk of your lead generation is coming from? Well, what I've done now since I've gotten mentorship from people that are in the Facebook space, I just started adding a lot of people and running a very small budget of paid ads to test the waters there. Um, I'm already having conversations with people doing seven figures as of a week or so ago, scaled that to like 3,000 people or so, but those people are exactly the the ones that are curious to get on my list. I've got like a little daily client machine going on, get introduced into my world through writing, which is my kind of way of doing it best. Um, and then once they're in, they buy my, you know, off-the-shelf front-end offer. So, I've got them in the funnel and it feels more natural. Um, and I realized with Facebook ads, you can really razor target exactly who you want. So even if I get two to three leads in this testing phase, they are warm and ready to buy. Beautiful. Um so and what what have you learned from that process thus far? Um the Facebook process. Yeah. Yeah. I've learned that well my messaging is super clear to those people. I've realized making the bolder claims attracts a little bit of that. Um the other bit is kind of like cleaning out who doesn't need to be there. I'd rather have a smaller audience of the right audience instead of a large generic one like I grew my LinkedIn. Yeah. Um and getting somebody going from a lead to a customer as soon as possible. Like I've seen a lot of crazy big VSSL funnels and all of that. I kind of disagree. I'm like just get into my world. Snoop in. If you like it, you can buy this $100 thing and then I can sell to you through my list. Perfect. So, get someone that doesn't know Jacob. We're going to get them to know Jacob. And it looks like we can really start to utilize to me Facebook ads to be able to do that. We're getting them into the list and we're using email as the main mechanism to then get into the $100 offer. Is that correct? Yeah. Perfect. Love that. Completely agree with that. Uh so do you know your numbers behind the ads to how what it is the ad has to do uh to know how much you're spending for example to how much acquiring a new client is? Um not yet because I only did a very small test but I would say um compared to if I do a LinkedIn post I get about 10 subs a day. Yeah. And that might be one in 10 buying it. on Facebook, I've had about four or five leads come through, of which more than 50% bought. So, I was like, that's a sign. Put money on that, right? And that was just organic. So, I tested a super small budget because I need to figure out how to run the ads and do all of that. Um, but it was a significantly bigger ratio there than it was on LinkedIn. Amazing. So, I'm I'm pretty confident from here to say, look, in the next 90 days, Jacob, if there was three things I'd love for you to really focus on and crack, it would be really nailing down what is your highest converting offer. Secondly, really working on, and I love that, Jimmy, you're saying like writing is your thing because I have a love for it as well. So, like really hone and craft that messaging so that you're talking directly to that new market with that new offer, right? So like when you sit down and create now you're very clear now on who that person is that you're talking to and what it is that you're wanting to get them to as well. So that's the messaging to move them along that path. And the third one is I would really lean into and make sure that you can start scaling through the ads from what's happening now and getting clear on do I mean what is your cost per lead? What is your cost per sales conversation? What is your cost per acquisition? And even just knowing those three numbers to begin with. Uh ideally we also want to know like how much money you collecting uh throughout the process to then know how much you put back in. So let's just say for example at the start of the month we go great. Let's say I've got an ad budget of $3,000 this month. I go cool. At the end of the month we would sit down and look at the process and go cool. How many leads came through? How many sales happened? How much money did we collect? Fantastic. It worked. All right. We're going to up it by 10% for next month. and go, "Right, I'm going to put an extra 10% of budget into it for the month to follow." And we go through that same process as well. So, like this is this was literally the exact conversation I had at Alec Tommozy's dinner table to me when I was at his place a while ago when we were talking about ads and it was just mud math. She was like, "Here's basic mud math to figure this stuff out." And so if it's working, add a little bit more because then you'll see you're not going to be stressing out because the money that you're making from the ads and you're putting that back, not all of it, but well, you could if you want to, but you put a portion of that back into the budget for the next month to then follow through. So you're not stressing out over like, oh [ __ ] I hope these ads are going to work this month. Do you know what I mean? Because you know that you're already making money from what you did. And you're using like let's say if we use the analogy of gambling, you're using their house's money to then be able to help you grow your ad budget as you go through, right? Because technically we don't have an ad budget per se because we want to create the selling system where I put $10 in, Zuckerberg gives me 30 bucks back, right? And I'm like, I'm going to play that game all day every day from there. Does that make sense? Yeah. Yeah. I think what my front-end offer does is exactly that because once they're in, within three emails in the sequence, they buy the offer. So, I just grab that $100 and put them back, give them back to Zaki. Um, so it pays itself. And I was like, okay, if this is happening organically, I had about, you know, four figures in sales organic without any ads at all. What happens when you splash ads? Like, the system works. Yeah. um just generate more. But I was kind of looking at, you know, is it a lead magnet that it is? I just did it through a little post with myself and a cat um straight in and I was like, "Oh, that works." And then it's optimizing how you're going to do it. But I think so you mentioned number one is the messaging, number two is honing down on the writing so people can see that this is the way to do it and the ads, right? If I correct. Yeah. So yeah, I would label them as the first one is the high converting offer. So what's the highest converting offer? What like and honing in exactly what that like message, pitch, hook, promise is. Uh then it's the messaging of what it is that you need to be able to do to continue to nurture your leads once they're through to come into the actual buying process. And then the ads, how to get new people into your ecosystem. Okay. Um, so if you look if you look at it, the Facebook ads is that's how you get people that don't know you to know you. The clear offer is the actual selling part of it and the messaging is the lead nurture to get them into the selling part of it. So that's how like we're actually what we've actually just gone through is actually gone through, oh, okay, this is your top of funnel, this is your middle of funnel, this is your bottom of funnel. We kind of just broke that down for you in that conversation there. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications. Would be a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-08-07 Views: 39 Video: https://www.youtube.com/watch?v=wyJEPGe8nRc Runtime: 10 min 21 sec (2,002 words) The script, as delivered on camera Most coaches think they have a lead problem, and they almost never do. And if you think about the last time your business felt stuck, what was the very first thought that you came up with? For almost everyone, it's some version of I just need more eyes on me, or I need more followers, I need more posts, I need a bigger ad budget, and if I could just get in front of more people, the clients would finally come. And that belief feels completely obvious and is almost always wrong. And believing it is quietly costing coaches years and years of their life and a lot of money. So, coaches think they need more leads. They post every single day. They run ads, and the traffic does come. Views start to go up. The follower account starts to tick along, and the clients still do not show up the way they wanted them to. And that is the moment most coaches go quiet and start telling themselves a dangerous story. They decide that they must be bad at marketing, or that their niche is too saturated, or that they are just not built for this. None of that is true. They are simply running the wrong model, and no amount of traffic is ever going to fix a wrong model problem. And by the end of this video, you will understand exactly why your leads feel like feast and famine, why posting more content will not fix, no matter how hard you work, and the one thing to look at that changes almost everything. And I'm not guessing. I built and sold a coaching company that served 2,300 coaches across dozens of countries. I've sold a multi seven-figure coaching company. I've then been behind the scenes of some of the biggest names of seven, eight, and nine-figure online coaching and info businesses. And I've watched the exact pattern play out thousands of times. The coaches who broke through almost never did by getting more traffic. They did it by fixing the underneath the traffic problem. Okay, so let me describe the problem properly because naming it correctly is usually half the fix. Feast or famine looks like this. One month, you have a launch or a funnel lands or a piece of content does really well and suddenly your calendar fills up, you feel amazing. You think you've finally cracked it and then the next month it goes quiet, the calls dry up, you're back in the DMs, you're chasing, you're following up, maybe you're even dropping your price just to close someone. Your income looks like a heartbeat on a hospital monitor, it's up, it's down and every quiet month you feel like you are starting again from zero like none of the work you did before carried over. And here is actually what's going on. Most coaches blame those quiet months on visibility. They think it went quiet because not enough people saw them. But if you look closer, in the quiet months you are usually still posting. People are still seeing you, the attention was still there, it just did not convert. So the real cause is not how many people see you, it's what happens after they see you. When your offer only sells because you are actively pushing it with a launch, with a promotion, with a hard week in the DMs, then the second you stop pushing the demand and starts to drop back down. That is not a traffic issue. That is an offer that cannot stand on its own two feet and it needs you to carry it on your back every single month. So the coach does the thing everyone tells them to do. Post more, show up more, run more ads, hire someone to make even more content and for a while it probably feels productive because you're busy and busy feels like progress, but here's the trap. If your offer does not turn attention into booked calls, then more attention just means you've got more people who scroll past, more people who like the post but never buy, more people who say I will think about it and then they ghost you. You are just pouring more and more water into a bucket with a massive hole in the bottom of that bucket. So it's never going to fill. And I have watched this happen more times than I can and I used to do it myself because a coach doubles their content, they go from three posts a week to one every single day. They burn themselves out from doing it. Six months later to it's almost exactly the same And not because they were lazy, but they were working harder than ever before. The model underneath simply never changed, so the result never changed. Because more effort on a broken model just gets you more tired with a version of the same number. If you've made it this far, seriously, thank you. I appreciate you being here, but real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe. Because everything I share here is built for founders just like you. Because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. So, let me show you the difference with two coaches. Now, I see it all the time. The first coach, the one that is talented and busy, great at the craft, posting constantly, always launching something, always a little stressed about where the next month is going to be. Their calendar is either overflowing or it's empty and there's nothing in between. The second one almost looks lazy by comparison. They post less, they're calm, their calendar is steady, it's a little bit boring. It's the same market as the other coach, the same skill level, often a smaller audience. And the difference is never talent. It's that the calm one has built an offer that carries itself. That is the whole difference. One has a model that works without them pushing, the other is the engine and the fuel and the wheels all at once. So, the question that gets you from the first coach to the second coach is stop asking how do I get more leads and start asking why the leads I already have not turning into clients. If you sit with that just for a moment, it starts to shift the game. Because the moment you ask it, you stop blaming the algorithm and you start looking at the thing you can actually control, your offer. And here's the truth that took me years and a lot of money to learn. A strong offer does not need to be pushed, it pulls. It pulls people to come to you. And what makes an offer pull is three things. And I want to actually make sure that you check every single one of these. One, it names one specific person. Not everyone that wants to grow, one person in one situation who can recognize themselves instantly. When someone reads your offer and thinks that is exactly for me, you've already half closed them. Most coaches try to talk to everyone and end up gripping no one. Because two, it promises one specific outcome. Not a vague transformation, a clear concrete result that they actually want, ideally with a sense of how and roughly by when. Vague promises create price shoppers who probably cost you more. Specific promises create buyers who compare you on nothing. Because three is then removing the risk. Because the reason most people do not buy is not that they do not want the result, it's that they are quietly afraid it will not work for them because they have been burned before. When your offer takes that fear off the table, saying yes stops feeling scary and starts feeling obvious. So when you get those three right, watch what happens. Because the calls, they start to feel lighter. You're not convincing anyone anymore, you're confirming a decision that's the right decision for them. The same amount of traffic that you have right now suddenly produces more clients. And a brutal feast to famine with your revenue stops. And it's nice and easy and consistent. So let me actually make this real with actual numbers because I don't want you to just take this on faith. A relationship came to me sitting around $6,000 a month and she was good. Her clients got real results, but she was selling one-to-one sessions at a low price thinking that would get her more clients. So we did not chase her more traffic, we did not tell her to post more. We rebuilt the offer. We took those one-to-one sessions and engineered them into a group program at a much higher price with one specific person, one specific outcome, and the risk removed. Her first launch did over $47,000 in 38 days. Nothing about her traffic changed. The model changed, and the model was the thing holding her back the entire time. And this is not just a beginner story. I've seen a coach already doing 95,000 a month, generally successful, add over $300,000 in a single month because we worked on the offer underneath everything. Not by spending more on ads, not by posting more content, by fixing the model. The lesson is the same at 6,000 a month as it is at 95,000 a month. The lever is almost never the traffic. So, here is what I want you to be able to take from this. Before you buy another course on getting leads, before you throw more money at ads, before you force yourself to post twice a day, look honestly at your offer. And here is your single clear clear signal. If selling feels like hard work, if every month is a grind to convince people, your offer is the problem, not your traffic. This week do one thing. Write your offer down in a single sentence. Who is this for? What specific outcome do they get? And why is it safe for them to say yes? If you cannot say it clearly in one sentence, that is your leak sitting right there in front of you. Fix that sentence before you make another piece of content. The leads you have are very likely enough. You do not have a reach problem, you have a conversion problem. And the conversion lives in the offer and the model, not in the algorithm. Now, I put the entire approach into a free training, and if you want to get access to all of the AI agents, that literally is starting with the offer architect and the offer engine, you can get access to it for a buck. I'll drop a link below for you to get access to it. It's the cheapest I could make it for you. All right, that's it for today. And if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications to put with your bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process and you can be able to install it inside of your business because remember, this channel is for coaches and creators who want a daily income, simple systems and to be able to take time off. I appreciate you watching and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-08-03 Views: 21 Video: https://www.youtube.com/watch?v=z0Vn6y4MW5s Runtime: 23 min 4 sec (4,815 words) The script, as delivered on camera What I want to do when I put my marketing hat on, is I want to be able to essentially [music] turn my sales team into bears with salmon just jumping in their mouth. It's just super easy. I've just got salmon jumping in their mouths. All they have to do is have an easier conversation. So, I want my marketing to do so much of the heavy lifting so that the [music] sales is much easier. Do you need more leads? As I've done thousands of hours of consulting and helping grow coaching businesses, and most coaches say, "I need more leads, Chris." And you know what? They're wrong. Right now, I want to show you how we craft what we call a money printing offer with the businesses that we work with. As most coaches and service providers think they have a lead problem, and I disagree. I think most of them actually have a conversion problem. Because even with a trickle of leads, with a money printing offer, you're going to be able to make sales. And that's why I want to show you the process we use. And importantly, we actually have to go through a process with our partners when they first join us. And why I want to take you through this? Because when you nail this, then you can use all the other stuff that I have for you for free in this free course and with all of the content that I share. Because if you have really great ad copy, if you have really good creatives, if you have a really great sales process, even if you have a really great delivery mechanism for how you get clients great results, but you don't have a great offer that can actually get people to understand it and then sign on with you, none of the other stuff is actually going to work. When making sure that we take on a partner because we have a 100% success guarantee, we need to make sure that we're completely confident that we can grow this business. We have zero incentive as to actually start working with someone that is not a right fit because we stand by our guarantee. So, there's three check boxes that I need ticked. And this is the way I think about it because I think this is going to help you. First, I use a jockey and horse analogy. So, number one, I want the jockey, the coach. Are you a good operator? Are they a high level of what they do? And can they get great results with their clients? Number two, the horse, the business, the offer. Is this actually serving a growing market and then is it able to be a market leader? And then number three, would I have this person over for Christmas lunch? Because we're going to have a long-term working relationship with our partners and I want it to be able to have fun together as well. So, the question that you need to answer right now is, do you have a high converting offer that your market will absolutely chew on glass and crawl through the snow to get access to? Cuz if not, stick with me. I'm going to show you how. Cuz I think about this in four key stages. And because we're not going to actually just come up with one buying offer, we want to actually craft each offer along the pipeline so we can maximize leads and sales all the way through. I think this is where a lot of people aren't talking to this. They think, "Oh, I just needed an offer which is the thing that people are going to buy." And I disagree. Okay, yes, you want that, but you also need everything with the four stages that I'm walking through. So, stick with me. This is going to make some really good sense. Number one, cold traffic. How do you get them to actually take interest of you? Okay? How do you get somebody that doesn't know you to know you and actually start building that know, like, and trust and authority with them as well? Uh number two, lead nurture. How do you actually be able to get them into your sales pipeline and keep them warm and ready? Otherwise, they're just going to forget about you. Number three, conversions. How do you actually get them to buy your front-end offer? And then number four, ascension. How do you get them to buy into your back-end offer and be able to increase their lifetime value gross profit. So, let me walk you through first the key elements to a money-printing offer so we can take these elements and then break them down into the four stages. So, this is where I think about it in the way of with a new partner. Let's say I'm having a conversation with you. I'm going to scale your business right now. What we need to do is we need to spend a short time literally anting each one of these points. Because then we can take that and then sprinkle our marketing magic over the top of it to be able to come up with a money printing offer. So, before we go into it, let me actually talk about one key factor, which is your economic model. Cuz I said before, the stages three and stages four, there's a front-end offer and there's a back-end offer. And the way that I look at this to make sure that we have an offer, but importantly, do we actually have an offer that is going to build a business to give you the money that you want in the way that you want to run the business. So, you're not hating your business at the end of the day. So, this is when we make strategic decisions around things like what is your front-end offer, what is your back-end offer, and are there any additional upsells or cross-sells? Ultimately, we're looking to increase your lifetime value gross profit of that client. Now, I'm not going to answer this because again, this is why you should subscribe because upcoming episodes are going to go deeper into specifically this. I don't want to deviate too far off in this episode. Because we need to understand firstly, understand the audience pain points and their desires, okay? The primary pain points are really going to be what are the biggest struggles and the frustrating frustrations that your audience is actually dealing with? Can you answer that? Secondly, can you answer with core desires? What are the outcomes or the transformations that they most deeply desire? The next thing we want to think about is actually defining your USP, unique selling proposition. I don't want to go into like too much like marketing mumbo jumbo and trying to sound too highfalutin to what I need to be, but the way I think about this is differentiation. What makes your coaching different from every other person that's in your market as well? This is really important. I don't want you to be better, I want you to be different. Next, we want to think about clarifying the benefits. So, actually think about what are the tangible benefits, like specific measurable outcomes that your clients are going to be able to achieve. Now, this is really important right now because let's think about two different coaches. Let's say we've got a coach over here and he's a business coach, okay? So, measurable outcomes that his clients can achieve uh is actually pretty simple because we can use money as that measurable outcome. Now, let's say over here we've got like a life coach or a relationship coach, something along those lines. Or like a woo-woo coach. Now, I'm totally into the woo, but let's say. Now, if this coach over here, their measurable outcomes are harder to define compared to this business coach cuz he's like, "Hey, you join me, I'm going to make you more money." Pretty easy. Like what we do in The Rainmaker. You join us, we make you a ton of money and it's really easy for the little amount of money that you pay us every month cuz you're going to make so much more out of it. The transaction's really easy. You know, "Oh, I'm actually getting much more worth of what I'm actually giving right now." This coach over here, harder to define, but that's where the magic lands because when we're able to define those measurable outcomes and importantly to the next week, the emotional benefits. How your clients feel after working with you. So, example, are they going to be more confident? Are they going to be less stressed? Are they going to be uh having less shame upon themselves? Are they going to have higher social status? What are those emotional benefits they're going to have? Again, the business coach, they're going to have emotional benefits, especially like higher social status. Let's say a life coach, their emotional benefits could be like the more confident, less stressed side of things as well. And this is where you need to on all of these points and the kind of like the overriding principles we go through this, how do you articulate that so the market actually understands it as well, okay? Now, next part, you need to craft the offer structure. So, what is that actual core offer? What is the main service or program that you are selling? Answer that. Next one, bonuses. Are there actually any additional value-added components that enhance the core offer? I'm not going to go deep into the bonuses side because the way that I think about it is I can use those as levers to help the sale depending on where we are in the sales process as well. Next, guarantees. Are there any risk-reducing assurances such as a money-back guarantee, a satisfaction guarantee? In The Rainmaker's, we call it a 100% success guarantee. If you don't ROI with us, you literally do not pay. And then the next part to think about is going to be uh the actual pricing of your offer. So, how do you appropriately perceive What is the appropriately perceived value of your client to what it is? So, ensuring your price reflects the value provided. Pricing is actually going to be an episode that we're going to have to dive into just by itself as well. Typical answer to be perfectly honest with the hundreds of hours of consulting with six, seven, and eight-figure entrepreneurs is actually going to be increase the price, but we'll get into that in an upcoming episode. Again, another excuse, another carrot I can dangle as to why you should subscribe. Uh next, what are the actual So, with pricing, what are the market rates? So, I want you to be aware of what are other competitors charging as well. Now, most coaches, they go through this process. All right, this coach over here is charging, let's say, $1,000 a month. This coach is charging 1,500 a month. This coach is charging 1,200 a month. And then they go, "Oh, I'm going to charge 800 a month. I'm just going to like just go a little bit lower compared to everybody else." I think that is flawed thinking uh on a strategic position. By the way, we'll get into that later. Uh then with pricing, flexible options. So, considering actually the payment methods, payment plans to make it more accessible for somebody to be able to join as well. What is it that you can do there? Next, creating urgency and scarcity. What is the limited availability, the limited number of spots, or even time-bound offers so you can actually help somebody say, "This is why you should purchase now." and then not delay the purchase for later as well. Then we want to think about, well, what is some exclusive access that we can have as a part of that action taking now as well. Again, kind of thinking what are the bonuses and what are the reasons why we can get somebody to say, "This is actually much more beneficial if you join right now compared to if you kick this can down the road and come back to us later as well." Next in crafting this offer we have to think about and what I want you to answer is I want you to prepare for objections. What are the common objections that are going to come up? So, I need you to anticipate and prepare the responses to those objections. If you've made it this far, seriously, thank you. I appreciate you being here, but real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe because everything I share here is built for founders just like you because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. And I want you to think about what are the actual rebuttals going to be so you can have strong empathetic rebuttals that are going to address the concerns and then reassure those prospects so that they're then happy to take the next steps as well. Now, I will say one thing. Uh this going to be a little bit high-level right now, but you're a smart cookie, so I think you can keep up with this. And that's going to be the case of thinking of those objections and what I do is I will go to the sales team of that business and I will say, "You are on the front lines. You are in the trenches. What are prospects saying in those sales calls?" Literally going through transcripts, listening and watching those sales calls to see what are the objections that are coming up. And then what I want to do is I then want to put into my marketing the answers to those objections. So, because what I want to do when I put my marketing hat on is I want to be able to essentially turn my sales team into bears with salmon just jumping in their mouths. It's just super easy. I've just got salmon jumping in their mouths. All they have to do is have an easier conversation. So, I want my marketing to do so much of the heavy lifting so that the sales is much easier for them to be able to go through. Anyway, that's not a side tangent, but it's kind of like conclusive to what's going on. Uh next what we want to be able to think about is This is really important. This is where you have to sit down and actually do some work right now. Develop persuasive messaging. How do you craft compelling copy? Be able to create the headlines, the bullet points, the narratives, the stories that are going to actually resonate with your audience. And really using those stories to illustrate the success, to be able to connect emotionally with those potential clients. You want to be able to establish credibility, and you want to be able to establish trust. You can do that with testimonials, with case studies, being able to talk to Well, what have people in your previous position uh what are the problems they've gone through, and then why have they Oh, what have they achieved through what it is you prescribed them? The way I want you to think about this is case studies. Again, go back to the objections. There's typically going to be like three to five main objections that your business is going to be having. There's nuances, but they're in general buckets. I would think about, if I were you, and this is what I do, is I look at those objections, and I'm going to create one case study per objection. So, that if I have a prospect that says, "Oh, I need to uh let's say the prospect says, 'I don't have enough time to then do this.'" What I will do is I will get a case study of a previous client that had very limited time and be able to show them real proof of how this person had limited time, why they still joined, and the amazing results that they got from this program or service that I'm offering as well. Does that make sense? I hope so, cuz it makes sense for me. And I'm a thick-headed meathead. Now, this one I don't I haven't been able to craft the words really effectively right now. This is something I'm working on, so stick with me, and hopefully you can pick up what I'm putting right down. But, this is comes to the concept of are you the charismatic leader that you need to be? Are you the person that your ideal client actually wants to listen to? And I think this is something really important because we can have let's say let's think of fitness coaches right now. There's tons of different fitness coaches. Do I think every fitness coach needs to be absolutely peeled and ripped and in great shape? No, I do not think so. But, I think there is a certain level of common sense, a certain level empathy, a certain level of like being able to understand and put yourself in your prospect shoes and answer am I the person that inspires and am I the person that this person actually wants to do business with, that wants to listen to, that respects? And if you're not, then you're going to have to solve that. How you solve that? That's going to be a question left for another time for another day and another episode. Now, I'm going to geek out on something in marketing right now and I really hope you stick with me because when you get this, your marketing becomes a hell of a lot better. As one of the most important questions a marketer needs to answer is what does my prospect know? Okay? What does my prospect know? Now, Gene Schwartz created a spectrum that highlights the levels of awareness of a prospect. And the levels of awareness in a marketing is in a framework that helps marketers understand where their audience stands in this spectrum to knowledge of the interest in the product of the service. And so, what we want to be able to do is we want to break this down. This is the way Gene Schwartz and hopefully I can remember this off the top of my head good enough. Which is the case of number one, the most aware prospect. So, this audience knows your product and is ready to buy. So, the messaging that you have to them is very much a direct call to action with strong incentives. So, this is where you're going to want to show maybe discounts, limited time offers. That this person is like ready, rearing to buy, and they're probably just choosing between a couple of different options. So, you need to give them the direct option for them to be able to buy now. The second level is product aware. So, this audience knows your product, but isn't convinced that it's actually right for them. So, our messaging in this is going to have to be specifically really uh showcasing the benefits and the differentiators. So, this is where you're going to use more testimonials and case studies to be able to build trust. Uh the third level, solution aware. This is where your audience knows the results, but they don't know that your product provides it. So, this is where there's a little bit more education that needs to come in. This is where your messaging needs to focus on how your product provides the solution that they're seeking, and showing them how it actually addresses the specific problem that they have. How do you actually solve that problem? Now, the fourth level is problem aware. Now, this is where they know that they have a problem, but they don't know what the solution to that problem is. So, this is really where education kicks in. This is where your messaging wants to educate them on the problems and implications, and then is going to be able to introduce them to the potential solution. Because then the fifth level is completely unaware. The audience doesn't realize they have a problem or need, and therefore your messaging really needs to create awareness about the problem first before you can actually then go into telling them what the solution is as well. So, if you have that spectrum, the first level is the easiest to be able to sell to, but that's the smallest part of the actual market. So, as you get better, and this is where I start from left and work uh to the right, I would start on the left-hand side and sell to the people that are ready and rearing to go, and then you want to increase, let's say, increase your uh TAM, your total addressable market by working along that line of spectrum. This is important to know because that most important question, what does my prospects know, when you're crafting your offer in each of these stages, you have to understand what does my prospect actually know? How do I talk to them? How much do I need to educate them and how much do I need to help them to move to that next step as well. So, the way that we actually put all of this together with a coaching business is we think of it in cold traffic. So, there's awareness and engagement that needs to happen. So, how do we go to people that don't know us first? Now, strategy for this is we create high-quality engaging content that draws attention and provides them immediate value. Now, we want to be able to really focus on the headline, the creative, and especially the offer to the next step for them to be able to take so that we can go to the next stage, which is lead nurture, building the relationship with them. So, this is where we want to be able to nurture or this is where we want to be able to uh actually engineer a sequence that is going to educate, build trust, and showcase your authority. We don't just do this on the whim. We don't just hope. We've got to engineer this process. And this is where we want to be able to show empathy. We can show that we can solve their problems, and we want to use uh all the tools in our quiver. We ultimately want to be able to use email, SMS, calling them, uh specific social and long-form content, and retargeting ads. Now, when I say specific social and long-form content, that is something really important because when a prospect comes into your uh ecosystem, let's say they opt in to uh something. We don't just want them to randomly go out go "Here's my YouTube channel, here's my podcast, or here's my Instagram." No, I want to be able to give them something hyper-specific, ideally related to what they opted in for because that's the problem they're wanting to solve, and I want to show you I can solve their problem. So, the next stage is going to be conversions. This is where we want to seal the deal, okay? So, this is where we need to present the irresistible front-end offer that highlights the clear benefits, and we want to reduce the risk for them so they're happy to take that next step. So, this is where we want to be able to do all the things that we need to get them into that sales conversation for us to be able to do. And in this uh free course series, there is just one specific episode going through the actual sales call process for you to be able to do this. Then, the last stage, because remember we've got the front end sale, now we want to look into a back end sale, we call this ascension, how do we maximize customer value? So, this is where we want to obviously be able to create ongoing value and have exclusive offer offers so we can be able to have repeat purchases and high-value transactions. Now, this really comes down to how can I solve their current problem How can I solve a different problem that I know they're going to have? Or, how can I solve the problem that they've currently already signed up for, but do it in an easier and faster way on their behalf? And this is where all of this comes down to something really important. You might not like this, but I hope you do. And that is going to be the case of right now, from everything that we've covered, all you need to do is sit down and go through each step that I've taken you through. This is where you're going to want to go through this episode multiple times and make sure that at each point, cuz I've taken you through each of the four stages, and I want you to craft your offer at each of those four stages. Don't just do it randomly. Have it all laid out so you can see the congruency, the coherence between all of your messaging and how one leads to the next. Because most coaches, where they don't have coherence, is going to be they have a lead magnet that's solving one problem, but then their offer what they're trying to actually get people to buy just does not make sense to the problem that they initially came in on. And then you're just going to have a complete system that's not working at all. That's what I want you to go back through this episode, craft your four offers at each of the stages, make sure they're coherent, and therefore you're going to be able to have something that is truly remarkable. It's so much easier to sell and you're going to be able to get much better results with your clients because there is cohesion between everything that you're actually doing as well. And I just think you're just going to have so much more fun because it's so much easier and it's doesn't feel like you're tearing your hair out. So, if you haven't subscribed, then you know the drill. I recommend you do subscribe because there are many episodes that are coming and I'm walking you through the exact process we used to scale seven and eight figure coaching businesses. And you also, if you found this episode and you haven't gone through the starting episodes of the free core series, then I'll drop a link below in the description so you get access to all of it as well. And also, if you want us to actually build, install and run the entire marketing system for you that we used to sign 20 plus new clients every week, then I suggest you book a free one-on-one demo. Now, this is not a sales call. This is our way to actually answer your questions, qualify you and make sure we can show you exactly how we would actually scale your offer and if you think that actually is a good fit, we can have another conversation about that. But as always, I appreciate your time and your attention and really looking forward to seeing you in the next episode. All right, that's it for today and if this did hit home for you today and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, hit subscribe and turn on notifications prove with your bum that you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo so you can see the exact systems, the exact process and you can be able to install it inside of your business because remember, this channel is for coaches and creators who want a daily income, simple systems and to be able to take time off. I appreciate you watching and I'll see you in the next episode.
Client: Chris Dufey Format: Long form Published: 2026-08-14 Views: 7 Video: https://www.youtube.com/watch?v=GY6aKRZHVkU Runtime: 13 min 8 sec (2,505 words) The script, as delivered on camera I'm not the organic guy. I run paid ads every single day and that's how I scale all of the businesses. But here's what nobody tells you. The paid stuff works 10 times better when the organic is already doing its job. The ads pour people in, the content is what gets them to trust you enough to then turn into your clients. So no, I'm not going to tell you to quit ads and post reels all day. I'm going to show you the organic system we use next to our ads. The one that's turned just over 600 followers into 101 clients for one of the clients that uses this system. And all of it is in just three phases. Now, I call it the TTC, the traffic, trust, and conversion framework. And I'm going to give you the whole thing today. And at the end, I'm going to show you how we get an AI to run it so you barely have to do anything. Now, super quick context so you know I'm not making this stuff up. I've built a coaching company and I sold it. We coached over 2,300 coaches in 27 countries in just that company alone. And this is the exact system that we've used to be able to do that. Because here's what I see every day. There's coaches posting constantly reels, carousels, stories, the occasional crying out for help caption at 11:00 p.m. And if you ask them one simple question, the whole thing falls apart. And that question is, "How many clients did you actually get from that post?" You get crickets. Silence. They don't know because it never actually got them one in the first case. They might have got a few likes, maybe a comment from their mom, but that's the trap. Because you're being busy and you feel productive and you're showing up, you're doing the work that so many people are telling you to do, but it's probably eating your life from the hours, the mental load that you have to pour into it for the lack of results that you're actually getting. And I did this too. I'm speaking first hand from experience. I confused activity with progress. I posted like an absolute maniac. I grew an audience. I had over 50,000 followers in my last Instagram account and when I sold my company, I actually sold that Instagram account along with it as well. And then I had to start from scratch, which is why I know you are able to grow a fantastically high profit business with actually a small amount of clients. You don't need that many views because it's not a posting problem, it's a path problem. Content that gets clients doesn't come from posting more, it comes from moving one stranger through three stages. And they find you, they trust you, and they go into your sales pipeline. And that's what the TTC framework is. So, let me draw it out for you. There are three phases. Traffic that gets you found, traffic that makes them believe you, conversion turns them into a client. So, if you miss one of these, the whole thing actually leaks. Most coaches might be really good at one, but they don't have all three working together, which is the trick. So, phase one is traffic. The job here is simple. Get a stranger, the right type of person that you want as your client to actually see yourself. That's it. You're not selling, you're not booking a call, you're just getting the right person that is a potential great client of yours to see your stuff. The top of funnel content has one rule, stop the scroll, give them a reason to care about you. And we use four types to make that happen. One is connection. This is the human stuff. This is your story, your struggle, the things that you've gotten wrong because people don't follow experts, they follow people that they feel something for. Name the feeling that they're sitting in and they'll stop scrolling. Now, secondly, is value. You teach something, dare I say, actually useful. Not everything, but one thing that they can use today because when you help someone for free, they assume the paid version is even better. And it should be that way. Because three is then proof type post, showing the result, a client win, a screenshot, a number, something that is actually you getting results with your clients to prove that you're good at what you do. And then four, and this is the one almost nobody does, is showing your actual work. You actually doing the work, filming the client corporate, building the offer, whiteboarding the strategy. People don't want to polish guru. They want to see how the sausage is made. And that's the content that makes them go, "I want this person in my corner." And especially when you have all four of those pieces working together. Because we make the right four things for that right person. But traffic really [music] is worthless if the place that they're actually landing on doesn't do the job. That's why phase two, and phase two is where I see probably 90% of coaches quietly lose all of their sales that they've hard worked for. If you've made it this far, seriously, thank you. I appreciate you being here, but real quick, if you are a coach or consultant who wants to be able to build a self-growing business without bloated team, a big ad budget, or working more than 3 hours a day, then make sure that you hit subscribe. Because everything I share here is built for founders just like you. Because it's likely that you are done chasing bigger and ready to build better. So, let's get back to it. And phase two is trust, where someone clicks on your profile and you've got about 3 seconds. This is your storefront, so it has to say who you help and why instantly. So, you want to be able to fix your profile. Your pin posts have to be correct. You need to make your proof obvious. Because then we're able to build trust with a stack of content that every job has one specific task for. Because at the center of this is the thing everything else points to, which is what we call a YouTube VSL in most circumstances. Now, just side tangent, it doesn't have to be YouTube if that scares you. We have some clients using long-form blog posts, using StubStack, using actually just Instagram Reels that are just a little bit longer than usual. But I'm going to stick with just in this episode talking to a YouTube VSL. And now, this is not the VSL that you're thinking of. For traditional VSLs, a sales letter read out loud, 20 minutes of pain, you agitate, you pitch, and it's built to sell on the spot, and it feels like it. Ours is different. Our YouTube VSL is a long, generous teaching video, exactly like the one you're watching now, but it's not trying to do a hard sell. It teaches the whole system, it shows the proof, and lets you decide if you want the help. And that's the pillar, that's the piece that does the heavy lifting on trust, because by the end, you don't feel sold to, you feel taught, you feel value, you trust the person who just gave you everything for free, and it goes into the move that most people miss, which is all of your other content points back to this pillar. The short-form clips, the reels, the carousels, they're not random, they're all cut from specifically the pieces that bring people back into the center. So, the stack looks like this. The pillar is the VSL in the middle. Then there's the supporting pieces around it, a story post with the call to action, a testimonial reel, an authority post, an offer breakdown, client interviews. And each one is specifically actually created to have a specific doubt in their head, because they are legit, does this actually work for someone like me, what is it actually going to cost, can I actually trust them? These are the questions you have to answer that are in [music] their head. Because when you do this right, they message you, and they're already 80% sold, which brings us to the key part which the gurus don't teach whatsoever, and this is the part where you actually get a closed client, because phase three is conversions. And this is where the trust becomes money, and this is where I want you to actually watch the numbers, because the numbers are the whole point right now. Last month with a client, we started with 3,154 followers, and the content pushes them to one action, send a DM or we reach out first and that was 1,251 outbound messages plus 32 who came to us who turned into 232 real conversations. Those 232 became 63 booked calls. 16 of those calls happened, 11 became clients. 3,154 followers, 11 clients from content. Now, here's how you make it predictable instead of sounding good or lucky because there's a few rules that we live by. One, your content is the setup. Every single piece should make the next step obvious, not like if you agree, send me a message. Two is speed. When someone messages you, reply fast. A DM that you answer tomorrow is likely a dead DM. The person who's already moved on probably signed on with one of your competitors. Because three, the DM doesn't do the selling. The DM books the call. You're not going to try and close someone over a text. We're going to give a little value. We're going to make sure we qualify them and then we move them to the calendar. Now, I understand there are some coaches that do want to close into the DMs and we have a ton of clients that actually do. But typically, and I'm just saying in broad strokes right now, most coaches when starting off, unless you're doing 30,000 a month or beyond, in general strokes, we will want to ensure that we're just selling through calls because you want that market feedback and I also want to get my clients up to 30,000 to 50,000 a month or higher to then be able to build and install those automated DM sales processes. And then we go into the next section, which is the leakiest moment inside of your entire business and that's between I booked to I showed up to I sold. Now, people call off in minutes. So, the second that they book, they hit a short video from me that gets them to warm up ready to be able to call. And this one move can lift your show up rate from 20 to 40% and ideally we're looking at 60 plus percent or higher. And it's the cheapest money that you'll ever make because on the call, you sell the system, not the tactics. Nobody's going to buy a pile of hacks. They want a clear path to getting to the result that they've ultimately come to you for. Because the beautiful part of this is, when you know these numbers, [music] growth stops becoming a mystery. Say you've got lots of DMs, but you've actually got no sales conversations. Maybe your messaging is off. Maybe you've got plenty of calls, but you're not actually closing them. Your offer or your qualifying is off. The funnel tells you exactly where the leak is, which is why we can grow our coaches' businesses so much faster. But there is one catch that I want to be honest about. Doing all of this by hand, uh it's going to be a full-time job. The content, the pillar videos, the clips, the DMs, the follow-up, it's a lot of work. Most people watch a video like this and you're probably going to feel tired of it because it is work. So we did something about it. Inside of Rainmakers OS, we've got the entire AI to run the TTC for you. It writes the top of funnel content in your voice, connection, value, proof posts. [music] Then it helps you build the pillars or the long-form content. It will script them out to matching [music] your target market to your offer with your voice as well. It's an AI running a system that I've already proved by hand and you just get to follow it. Because the point of this is you as the coach, you show up as the face, as the expert, but the machine is handling the rest of the hard work for you. But let me leave you with one story. A relationship coach in London, she was doing about 6,000 a month on one-on-one coaching. She was really just trading hours for dollars and she was getting exhausted. [music] We built her offer and we put this system behind it. $47,391 38 days later. First launch, same coach, same expertise, but different model and different content system behind it. So, from this, here's where you're at now. You've got the understanding of the whole system, how to get traffic, [music] how to get trust, and how to get conversions, going from found to trusted to booked to sold. And you can build this out yourself right now. Or, if you'd rather we hand you the entire machine already running, the AI, the whole system, there's a link down below. Click it, book in a free demo call. This is where me and my team will walk you through exactly how the system will work inside of your [music] business, and answer all of your questions as well. Worst case scenario, you find out the constraints, and we show you the two or three things that actually fix them. Best case scenario, we actually build it, install it, and it's up and running in less than 4 weeks for you. All right, that's it for today. And if this did hit home for you today, and if you are building a business that's meant to give you more money and more freedom, then I want you to be able to do two things before you go. One, click subscribe and turn on notifications cuz it'd be a bummer if you missed out on everything else to come. Number two, grab the link in the description and be able to book in your free demo, so you can see the exact systems, the exact process, and you can be able to install it inside of your business. Because remember, this channel is for coaches and creators who want a daily income, simple systems, and to be able to take time off. I appreciate you watching, and I'll see you in the next episode.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Shock and Stat Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. The Three Taxes Every Stuck Coach Pays 2. Every Coach Under $50K A Month Is Paying These Three Taxes 3. I Paid All Three. It Cost Me Two Years. Thumbnail direction Chris straight down the lens holding up three fingers, cafe or car, natural light. On screen text stamps in one at a time: CONTENT TAX, FUNNEL TAX, DM TAX. The script [ON SCREEN: "CONTENT TAX / FUNNEL TAX / DM TAX"] Every coach stuck under fifty grand a month is paying three taxes. The content tax. Posting every day so the algorithm might feed you. The funnel tax. Rebuilding the 14 step thing some guru sold you. The DM tax. Paying a setter to annoy strangers on your behalf. I paid all three. Cost me about two years and a lot of missed bedtimes. [ON SCREEN: "$210K months, under 20 hrs/week"] Here is what replaced them. One offer. One funnel. One 9 minute video I shot in a single take and never edited. That took me to $210K months working under 20 hours a week. My team now installs that exact system for coaches already doing $10K a month or more. Offer, copy, funnel, ads, sales process. Built in 8 weeks. You coach. The machine brings the clients. Free 9 minute demo below. Watch the first two minutes. You will know fast if it is for you.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: The Complete Life Hook template used: Story Open Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. My Baby Daughter Was Asleep Before I Got Home. Again. 2. That Was My Reward For A $3M Year 3. The Business Was Not Running On Systems. It Was Running On Me. Thumbnail direction Kitchen table, evening or early morning light, no walk, no music. Chris quieter and lower energy than anything else in the account. On screen text at the midpoint reads THE BUSINESS RAN ON ME. The script [ON SCREEN: "Again."] My baby daughter was asleep before I got home. Again. That was my reward for a $3M year. Up at 4:30. Last client at 7pm. Racing home for the one job that actually mattered. Her bottle. Her bedtime. I missed it. Standing in that kitchen, keys still in my hand, it finally landed. I had done everything the gurus said. More offers. More hires. More funnels. And none of it fixed the real problem. The business was not running on systems. It was running on me. Take me out and there was nothing underneath. [ON SCREEN: "The business ran on me"] Guilt is a hell of a motivator. I rebuilt the whole thing around three pieces. One irresistible offer. A system that books the calls. A tiny team and AI running the rest. That shape has now driven over $52M in coaching sales for the brands I work behind. If your business owns you, it is almost always one of five reasons. Every one is fixable. I put all five in a short free training. Link below.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Contrarian Take Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. 2,300 Coaches. The Million Dollar Ones All Have One Thing In Common. 2. It Is Not The Niche. Not The Funnel. Not Even The Offer. 3. The One System Behind Every Million Dollar Coach Thumbnail direction Chris walking, thinking out loud energy. On screen text strikes through NICHE, then FUNNEL, then OFFER one at a time, then $9.2M appears flat and unhyped at the proof beat. The script [ON SCREEN: "NICHE / FUNNEL / OFFER, struck through"] I have coached over 2,300 coaches in 27 countries. The million dollar ones all have one thing in common. It is not the niche. Not the funnel. Not even the offer. It is one system running quietly in the background. Something that gets a stranger to agree with one specific idea before they ever book a call. Get that agreement and everything downstream gets easy. Calls come in pre sold. An hour of convincing becomes a 20 minute chat. [ON SCREEN: "$9.2M"] I proved it on my own business. An offer that was being ignored, rebuilt around this system, went on to generate $9.2 million. That same framework has now sold over $52M of coaching programs. The free 9 minute video breaks it down, plus the 3 mistakes killing most coaches' sales. Watch it, then book a call if you want the plan.
Client: Chris Dufey, Rainmakers
Format: Short form
Published views:
Video:
Content pillar: Client Proof
Hook template used: Question Hook
Target runtime: 45 seconds (110 words at 150 words per minute)
Title options
1. How Do I Know This Is Not Another Ride?
2. Honest Answer: I Do Not Know If I Can Help You Yet
3. The Least Produced Ad I Have Ever Run
Thumbnail direction
Plain background, seated, zero cuts start to finish. The unbroken take is the trust signal. A comment sticker sits on screen the whole time reading how do I know this is not another ride.
The script
[ON SCREEN: comment sticker "how do I know this isn't another ride?"]
Fair question. Honest answer. I do not know if I can help you yet.
I do not know your business, your offer, or what you have already tried. Here is what I do know. I built and sold a multi seven figure coaching business, I have coached 2,300 plus coaches in 27 countries, and my team installs one system. The offer, the copy, the funnel, the ads, the sales process.
So the real question is not whether I am legit. It is whether you want to keep running the plan that got you here, or get a new one. That is what the demo call is. We find what is leaking, we build your plan. If you want our help building it, I will tell you how that works. If not, no big deal. The plan is yours.
Fair enough? Book the call below, and let us find out if I can help you.Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Question Hook Target runtime: 50 seconds (125 words at 150 words per minute) Title options 1. Is The Free Call Just A 90 Minute Pitch? 2. Here Is Everything That Happens On The Call 3. Audit. Fit. Plan. Then You Choose. Thumbnail direction Desk or cafe table, Chris leaning in slightly on the line about making a choice. A comment sticker sits on screen reading is the free call just a 90 minute pitch. On screen text counts the agenda one, two, three. The script [ON SCREEN: comment sticker "is the 'free call' just a 90-minute pitch?"] Nobody wants that. So here is everything that happens on the call, so nothing is a surprise. One. We audit your business. Where the money comes from, where it leaks. Most coaches are surprised by what we find. Two. We map the system to your offer. Your niche, your price, your actual numbers. Not a template. Three. We build your plan. What to fix, in what order. [ON SCREEN: "Then YOU choose"] Then you make a choice. Want it built with you? I will tell you how that works and what it costs. Do not? You keep the plan. Some coaches take it and build it themselves. That is fine with us. One thing worth knowing. We install alongside every client, so we take five coaches a week. Real calendar, not a countdown timer. Book below. Worst case, you leave with the plan.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Proof Hook template used: Contrarian Take Target runtime: 50 seconds (125 words at 150 words per minute) Title options 1. Everyone Thinks Their Niche Is The Exception. Let Me Show You Three. 2. Three Niches With Nothing In Common. One System. 3. If Your Niche Really Is The Exception, You Will Find Out For Free Thumbnail direction The only ad in the set with cuts, and the cuts are the proof. Cut to a client screenshot at each reveal, numbers visible, names blurred with consent. A comment sticker sits on screen reading would this actually work for my niche. The script [ON SCREEN: comment sticker "would this actually work for my niche?"] Everyone thinks their niche is the exception. Let me show you three. A coach stuck at $95K a month. Established, smart, already paying $25K a month for outside help. One offer fix, system installed. $318,000 in the next 30 days. Marcus, fitness coach. $111,000 in his first 14 days. A relationship coach in London. $47,391 in 38 days on her first launch of the rebuilt offer. [ON SCREEN: "Three niches. One system."] Three niches with nothing in common. One system. After 2,300 plus coaches in 27 countries, I can tell you the niche is almost never the problem. The system behind it almost always is. The demo call is where we show you how it fits yours. Book below. And if your niche really is the exception, you will find out for free.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: The Complete Life Hook template used: Before and After Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. Two Calendars, Same Revenue, Completely Different Life 2. 70 Hours vs 15 Hours. Same Income. 3. Which Calendar Is Yours? Thumbnail direction Green screen behind Chris showing two Google Calendars side by side. Left labelled MOST COACHES, crammed edge to edge in red from 7am to 9pm. Right labelled RAINMAKERS CLIENTS, three short blocks and done by midday. He points at each in turn. The script [ON SCREEN: two calendars, "Most coaches" vs "Rainmakers clients"] You see these two calendars behind me? Same revenue. This coach works about 70 hours a week. This one works about 15. Same income. Completely different life. So what is actually different? Not talent. Not audience size. Not work ethic. The model. This calendar is a business built on the founder. Every lead found manually. Every DM answered personally. Every call taken, qualified or not. Remove the founder and revenue stops that day. [ON SCREEN: "Which one is yours?"] This one runs on a machine. One offer. A system that captures and follows up every lead automatically. Calls only with qualified buyers. AI and a tiny team doing the rest. Here is the uncomfortable question. Which calendar is yours? Because the first one does not fix itself. It just gets fuller. Link below books a free demo. I will show you exactly what we would remove from your week.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Shock and Stat Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. The $77 Booked Call (This Is My Real Ad Account) 2. It Is Not The Ads. It Is What Happens After The Click. 3. Most Coaches Pay Five Times This For A Call Thumbnail direction Green screen showing the real Ads Manager cropped to the cost per result column, campaign names blurred, one number boxed in green: cost per booked call $77. Chris points at the green box. The script [ON SCREEN: real ad account, "$77 per booked call"] This is my real ad account behind me. That number is what it costs us to put a qualified coach on a sales call. 77 dollars. Most coaches running ads pay three, four, five times that. Some pay more for a lead that never even shows up. And here is the thing. It is not the ads. Ours are not special. No fancy editing, no viral hooks. Most of them are me talking to a camera like this. [ON SCREEN: "The machine does the converting"] The difference is what happens after the click. One clear offer, so the right people put their hand up. A form that filters out tyre kickers before they ever see a calendar. Follow up in minutes, automatically, so nobody drifts away between clicking and booking. The ad gets the attention. The machine does the converting. If your ads feel expensive, the ad is almost never the problem. The machine behind it is missing. Link below, book a free demo, and I will walk you through the exact setup behind this number.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Warning Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. This Inbox Is The Most Expensive Thing In Your Business 2. You Are Not Bad At The DMs. You Are One Human. 3. Reply In Minutes And You Convert Four Times More Thumbnail direction Green screen showing a DM request inbox, names and photos blurred, a stack of enquiries with timestamps reading 2 days ago, 5 days ago, 3 weeks ago. The pile of grey unanswered messages is the whole image. Chris points at the timestamps. The script [ON SCREEN: unanswered DM inbox, timestamps visible] This inbox behind me is the most expensive thing in most coaching businesses. Look at the timestamps. Two days. Five days. Three weeks. Every one of these messages was a human being, sitting there, ready to talk about working with you. And every one went cold while you were coaching, creating content, living your life. Here is what the data says. Reply to an enquiry within minutes and you can convert around four times more of them. Reply days later and you are basically replying to a stranger. [ON SCREEN: "You are not bad at the DMs. You are one human."] So coaches hire a VA. The VA gets overwhelmed too. Then they just accept it. I am bad at the DMs. You are not bad at the DMs. You are one human. The job needs a system. Every enquiry answered in under five minutes, in your voice, qualified, and booked onto your calendar. Automatically. Our clients run this with AI and never touch it. Link below books a free demo. I will show you what your inbox looks like with the machine on.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Contrarian Take Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. The Whole Machine On One Whiteboard (Five Boxes) 2. Every Coaching Business Past $50K A Month Runs This Drawing 3. Most Coaches Are Missing Three Of The Five Thumbnail direction Green screen showing a clean whiteboard with the machine drawn as five hand drawn boxes and arrows: OFFER, HAND RAISE, FOLLOW-UP, QUALIFIED CALLS, DELIVERY. Nothing else on the board. Chris points at each box as he speaks. The script [ON SCREEN: whiteboard, five boxes with arrows] This is the whole thing behind me. Every coaching business past 50k a month runs some version of this drawing. Most coaches have never seen it laid out. Box one. One offer. Worth 10k. Everything starts here, and this is where most businesses are already broken. Box two. A way for interested people to raise their hand. Every post, every email, one clear next step. Box three. Follow up in minutes. Automatic. Because buyers decide fast and forget faster. Box four. A calendar with only qualified buyers on it. Your time is the most expensive thing in the business. This box protects it. Box five. Delivery run by AI and a tiny team. So the whole loop works on the weeks you do not. [ON SCREEN: "Which three are you missing?"] Five boxes. That is the machine. It is not complicated. It is just built, and most coaches are missing three of the five. Want to know which three you are missing? Link below, free demo, I will map your business against this exact drawing.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: https://www.youtube.com/watch?v=cGmdNZwobSs Content pillar: Client Proof Hook template used: Story Open Target runtime: 1 minute 40 seconds (250 words at 150 words per minute) Title options 1. The Leads You Gave Up On 2. The Strategy That Resurrected A Dead Lead 3. There Is Money Sitting In Your Lead List Right Now Thumbnail direction Chris to camera, calm and matter of fact. On screen text at the payoff reads $40,000 FROM DEAD LEADS. No graphics until that number lands. The script [ON SCREEN: "4 clients. $40,000. Leads she had written off."] Last month one of our clients signed four new clients, worth just over $40,000. Every single one came from a lead she had already written off as dead. And when I tell you how, you are going to want to open your old lead list tonight. For years I believed something that sounds completely logical. If someone actually wants help, they reach out. They book the call. Serious people take action. Right? It is one message. What is there to think about? Then I used AI to collate the data across hundreds of coaching businesses. Most of the people who eventually buy never raise their hand first. They watch everything. They open every email. They get as far as typing the message. Then a kid walks in, a call comes through, life happens. Not a no. Just gone. And here is the brutal part. You get no notification when it happens. A 10k client walks away in silence and your dashboard looks exactly the same. [ON SCREEN: "No new content. No ads. No launch."] So we ran the laziest test possible with this client. No new content. No ads. No launch. We took the leads already sitting in her list, the ones everyone assumed were cold, and switched on a simple follow up campaign. Short, personal, sounds like her. Runs on AI. Took about a day to set up. Honestly, she did not believe it would do much. It cost her nothing to try. First week, replies from people she had not spoken to in months. Calls booked. Four new clients. Over forty thousand dollars. Same audience. Same offer. Zero dollars in new ads. Just money that was already sitting in her business, invisible. The demand was already there. She just could not see it. That is the trap. When the month is slow you make more content, because you think it is a traffic problem. It is not. It is a follow up problem. And it does not show up red on any dashboard. We build this whole system for coaches. Capture, follow up, qualified calls booked, running on AI so it works while you do not. Click the link below and book a free demo. I will show you exactly how it works, and roughly what is hiding in your list right now.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: https://www.youtube.com/watch?v=YWj8_9U2PSo Content pillar: Systems Over Hustle Hook template used: Contrarian Take Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. The 3 Things Million Dollar Businesses Need 2. The Three Things Every Coach Past $50K A Month Has 3. None Of Them Are More Content Thumbnail direction Chris to camera, counting on his fingers. On screen text stamps OFFER, then SYSTEM, then TEAM PLUS AI as he names each one. The script [ON SCREEN: "OFFER / SYSTEM / TEAM + AI"] I have coached more than 2,300 coaches across 27 countries. And every single one who broke past 50k a month had the same three things in place. None of them are more content. Thing one. One offer. Worth 10k. That actually sells. Not five offers duct taped together. Not a course, a membership and a mastermind all fighting for attention. One. Thing two. A system that books sales calls without you. Not you in the DMs at 11pm trying to be charming. A machine that captures the people who want help, follows them up in minutes, and puts qualified buyers on your calendar. Thing three. A tiny team plus AI running everything else. So the business runs on rhythm, not on your energy. [ON SCREEN: "Everything else is decoration"] That is it. Offer. System. Team plus AI. Everything else is decoration. If you want to see what that looks like built into your business, the link below books a free demo. I will walk you through the whole thing.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Warning Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. The Buyers You Never See 2. There Are People In Your Audience Who Would Happily Pay You 10k 3. You Do Not Get A Notification When A Client Walks Away Thumbnail direction Chris to camera, quiet and serious. On screen text at the turn reads IT IS A CAPTURE PROBLEM. The script [ON SCREEN: "You will never know they exist"] There are people in your audience right now who would happily pay you 10k. And you will never know they exist. They have watched your videos. They open your emails. One of them typed out a DM last Tuesday, got interrupted by their kid, and never sent it. They did not say no. Life just happened. And your business has no way of catching them. Here is the part that stings. You do not get a notification when a 10k client quietly walks away. No alert. No red number on a dashboard. It is money leaving in silence. [ON SCREEN: "It is a capture problem"] So you post more, thinking it is a traffic problem. It is not. It is a capture problem. Every interested person needs one clear next step, and a follow up that reaches them while they still care. When we install that for clients, the first thing they say is always the same. I had no idea how many people were already there. The demand is already in your audience. You just cannot see it. Link below. Book a free demo and I will show you how we make it visible.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Offer and Positioning Hook template used: Warning Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. Do Not Post One More Reel Until You Hear This 2. You Do Not Have A Traffic Problem. You Have A Model Problem. 3. Traffic Into A Broken Model Just Burns Your Audience Faster Thumbnail direction Chris to camera, direct, almost a command. On screen text reads MODEL PROBLEM, NOT TRAFFIC PROBLEM. The script [ON SCREEN: "Stop"] Do not post one more reel until you hear this. Because more content will not fix what is actually broken. You are posting every day. The engagement is fine. The bank account is flat. And everyone keeps telling you the answer is more. More posts, more platforms, more hooks. Look. You do not have a traffic problem. You have a model problem. Traffic into a broken model does not make you money. It just burns your audience faster. [ON SCREEN: "One offer. One system. Team plus AI."] The fix is three moves. One offer worth 10k. A system that turns attention into booked calls. A tiny team plus AI running the rest. When the model is right, a little traffic makes a lot of money. When it is wrong, all the traffic in the world just makes you tired. If you want us to look at your model, the link below books a free demo. No fluff, I will just show you how it works.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Contrarian Take Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. Five Pieces That Turn A Coaching Business Into A Client Machine 2. Most Coaches Have One. Maybe Two. 3. The Fifth Piece Is The One That Gives You Your Life Back Thumbnail direction Chris to camera counting five on his fingers, one on screen text stamp per piece. The fifth stamp is held longer because it is the one that gives him his life back. The script [ON SCREEN: "5 pieces"] Five pieces that turn a coaching business into a client machine. Most coaches have one. Maybe two. And the fifth is the one that gives you your life back. Piece one. An offer people actually want, priced like you mean it. If the offer is weak, nothing downstream matters. Piece two. A way for interested people to raise their hand. Every post, every email, one clear next step. No next step means no pipeline. Piece three. Follow up in minutes, not days. Buyers decide fast. If you reply tomorrow afternoon, you replied to someone who already moved on. Piece four. A calendar with only real buyers on it. Your time goes to people who are qualified, ready, and serious. Everyone else gets nurtured automatically. Piece five. AI plus a tiny team running the whole loop. So it all works on the weeks you do not feel like it. [ON SCREEN: "It is not complicated. It is just built."] That is the machine. It is not complicated. It is just built. Want to see it running? Link below, book a free demo, I will show you the whole thing end to end.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: https://www.youtube.com/watch?v=AkfpLNKrhQg Content pillar: Client Acquisition Machine Hook template used: Shock and Stat Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. Automate Your Speed to Lead (Before You Lose the Sale) 2. The Five Minute Rule 3. They Were Ready At 9:02. You Showed Up At 4. Thumbnail direction Chris to camera holding up five fingers. On screen text reads 4X MORE CONVERSIONS in green, then UNDER 5 MINUTES underneath. The script [ON SCREEN: "It was not the offer. It was speed."] MIT studied what actually makes leads buy. It was not the offer. It was not the brand. It was speed. Reply within minutes and you can convert around four times more of the exact same leads. Same people, same interest, wildly different outcome. Now be honest about your business. Someone fills in your form or sends a DM at 9am. When do they hear back? Lunchtime? Tomorrow? They were ready at 9:02. You showed up at 4. And the moment they showed interest, the algorithm started showing them your competitors. [ON SCREEN: "Fastest coach wins"] Here is the fix. Every enquiry gets a response in under five minutes. Personal, human sounding, automatic. No setter to hire. No VA to manage. Our clients run this with AI and it works while they are at the gym. Fastest coach wins. It really is that blunt. Link below books a free demo. I will show you how we set it up.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Contrarian Take Target runtime: 1 minute 30 seconds (225 words at 150 words per minute) Title options 1. Five Truths About Your Coaching Business You Will Not See In Any Dashboard 2. The Fifth One Explains Why You Do Not Know The First Four 3. Nothing In Your Business Turns Red When The Money Leaks Thumbnail direction Chris to camera, conspiratorial, leaning in slightly. On screen text counts TRUTH 1 through TRUTH 5, with the fifth held on screen longest. The script [ON SCREEN: "5 truths"] Five truths about your coaching business you will not see in any dashboard. And the fifth one explains why you do not know the first four. Truth one. Your revenue depends on you personally showing up every day. Stop posting for two weeks and watch what happens. That is not a business. That is a job with worse hours. Truth two. There are buyers in your audience you will never see, because there is no system catching the people who almost reached out. They exist. You just have no trace of them. Truth three. Your cheap offer is filtering for the wrong people. It attracts bargain hunters and repels the exact buyers who would pay you properly. Truth four. Your follow up is measured in days, and buyers decide in minutes. By the time you reply, someone faster got the client you paid all that attention to earn. [ON SCREEN: "Nothing turns red"] Truth five. The worst one. None of this triggers an alert. No error message. Nothing turns red. So you optimise what you can see, your hooks, your thumbnails, your posting schedule, while the money leaks exactly where you never look. Good news. All five get fixed in the same place, with one system. Link below. Book a free demo and I will show you where yours is leaking.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Myth Bust Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. You Do Not Have A Leads Problem. You Have A Leaks Problem. 2. When The Month Is Slow, Broke Coaches Make More Content 3. I Did It Wrong For Years. Every Slow Month Got The Same Answer. Thumbnail direction Chris to camera, confessional tone. On screen text reads LEAKING BUCKET at the midpoint, then the final line stamps as text on the last beat. The script [ON SCREEN: "The best coaches check the bucket"] When the month is slow, broke coaches make more content. Post more. Launch something. Try a new platform. The best coaches do the opposite. They check the bucket. I know because I did it wrong for years. In my first company, every slow month got the same answer. More. More posts, more offers, more hires. And it worked just enough to hide the hole. That is the trap of pouring water into a leaking bucket. The level barely moves, so you pour faster. [ON SCREEN: "Leads problem vs leaks problem"] Here is where coaching businesses actually leak. Interested people with no clear next step, gone. Enquiries answered a day later, gone. Old leads sitting in your list that nobody ever followed up, thousands of dollars, just sitting there. Fix the leaks and the same audience, the same content, the same effort suddenly produces clients. You do not have a leads problem. You have a leaks problem. Link below books a free demo. I will walk you through where the money is going.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Proof Hook template used: Story Open Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. Why Rainmakers Exists (Nobody Needs Another Course) 2. Courses Give You Information. We Would Rather Give You A Machine. 3. I Sold My Coaching Company. Then I Watched The Industry Get Worse. Thumbnail direction Chris to camera, no graphics for the first half. On screen text at the turn reads INFORMATION WAS NEVER THE BOTTLENECK. The script [ON SCREEN: "2,300 coaches. 27 countries. Sold."] I built a coaching company to multiple seven figures. 2,300 coaches, 27 countries. Then I sold it. And then I watched the industry get worse. Great coaches, people who were brilliant at the actual work, buying course after course. Watching the modules. Taking the notes. And then sitting there alone on a Tuesday night trying to build the thing themselves. That is when it clicked for me. Nobody needs another course. [ON SCREEN: "Information was never the bottleneck"] Information was never the bottleneck. You can find everything for free on YouTube. The bottleneck is the build. The offer, the funnel, the follow up, the systems, actually constructed, in your business, working. So that is what we do now. We do not hand you a login and wish you luck. We build the client machine with you, piece by piece, until it runs. Courses give you information. We would rather give you a machine. If that sounds like what you have been missing, the link below books a free demo. Come see the difference.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Offer and Positioning Hook template used: Contrarian Take Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. My Clients Should Probably Hate Me 2. The First Thing I Do Is Delete Most Of Their Business 3. Simple Scales. Complicated Snaps. Thumbnail direction Chris to camera with a slight grin, pattern interrupt energy. On screen text reads SIMPLE SCALES, COMPLICATED SNAPS on the payoff line. The script [ON SCREEN: "I delete most of their business"] My clients should probably hate me. Because the first thing I do is delete most of their business. The three extra offers? Gone. The membership that eats twenty hours a month and makes no money? Gone. The launch they were planning? Cancelled. I get them down to one offer, worth 10k, and a calendar that only lets real buyers through. On paper, brutal. [ON SCREEN: "Simple scales. Complicated snaps."] In practice, they love me. Because three months later they are making more money from one offer than they made from five. Their calendar has buyers on it instead of browsers. And they have got their evenings back. Here is the truth nobody wants to hear. Complexity feels productive. It is usually just expensive hiding. Simple scales. Complicated snaps. If you want help finding your one thing, the link below books a free demo. Fair warning, I will try to delete stuff.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Offer and Positioning Hook template used: Contrarian Take Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. Your $27 Course Is Not A Business 2. The Low Ticket Trap 3. You Are Not 10,000 Sales Away From Freedom. You Are Ten Clients Away. Thumbnail direction Chris to camera, blunt delivery. On screen text does the math live: 370 SALES A MONTH. FOREVER. The script [ON SCREEN: "A donation with extra steps"] Your 27 dollar course is not a business. It is a donation with extra steps. Let us do the math. To make 10k a month you need to sell it 370 times. Every month. Forever. You would need the audience of a small celebrity. And here is the part nobody tells you. Cheap offers filter for the wrong people. You are attracting bargain hunters and refund requests, while the buyers who would happily invest 10k scroll past, because nothing you sell is built for them. [ON SCREEN: "Volume or depth"] There are two models. Volume, where you need millions of eyeballs and margins like a supermarket. Or depth, where one great offer and a handful of the right clients changes your whole year. You are not 10,000 sales away from freedom. You are about ten clients away. We help you build the 10k offer and the system that sells it. Link below, book a free demo, and I will show you how it works.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: The Complete Life Hook template used: Story Open Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. One Decision Took Me From Working Every Night To Two Hours A Day 2. I Deleted Everything Except One Offer 3. Focus Looks Risky. It Is The Safest Move I Have Made. Thumbnail direction Chris to camera, personal and unhurried. On screen text reads I DELETED EVERYTHING EXCEPT ONE OFFER, then FOCUS LOOKS RISKY at the close. The script [ON SCREEN: "One decision"] One decision took me from working every night to working about two hours a day. I deleted everything except one offer. And I want to be straight with you, I got this wrong for years first. I built too big. Hired too early. Ran five offers at once because it felt safer. It nearly buried me, and it definitely buried my calendar. Then I cut it all back to one. [ON SCREEN: "The chain reaction"] Here is the chain reaction nobody tells you about. One offer made my message sharper. A sharper message made the right people reach out. That made sales calls easier. Easier calls meant delivery could be systemised. And once it was systemised, AI and a tiny team could run it without me. Every good thing in my business traces back to that one subtraction. Focus looks risky. It is the safest move I have ever made. If you want help making it, the link below books a free demo. I will show you what we would build.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Proof Hook template used: Before and After Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. $47,391 In 38 Days (She Was Doing 6k A Month) 2. Same Audience. Same Skills. Different Model. 3. Her Audience Was Never The Problem. Her Model Was. Thumbnail direction Chris to camera, calm delivery of a big number. On screen text reads $6K/MONTH then $47,391 IN 38 DAYS with an arrow between them. The script [ON SCREEN: "$6k/month to $47,391"] A relationship coach came to us doing 6k a month, selling 297 dollar sessions. 38 days later she had done $47,391. Same audience. Same skills. Same niche. So what changed? Not the traffic. We did not touch her content. We changed the model. Her 297 dollar sessions became a 10 week program at just under 4k. One offer, built properly, priced properly. Then we installed the system behind it, so interested people got captured, followed up, and booked onto calls automatically instead of drifting away. [ON SCREEN: "Her model was the problem"] First launch. $47,391. In 38 days. Here is the lesson, and it applies to almost every coach I meet. Her audience was never the problem. Her model was. She had been sitting on that revenue for years, packaged wrong. If you are good at what you do but the numbers do not show it, that is usually the reason. Link below books a free demo. Bring your current offer, I will show you what we would change.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: https://www.youtube.com/watch?v=pcdNU_AcrVI Content pillar: Client Proof Hook template used: Before and After Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. How We Added $318,000 Monthly Revenue for a Coach in 30 Days 2. Stuck At 95K A Month. Then He Added $318,000. 3. Stuck Is Not A Hustle Problem. It Is A Design Problem. Thumbnail direction Chris to camera. On screen text reads STUCK AT $95K in red, then +$318,000 IN 30 DAYS in green. The final beat stamps STUCK IS A DESIGN PROBLEM. The script [ON SCREEN: "Stuck at $95K a month"] A coach came to us stuck at 95k a month. Stuck so hard he was paying a chief revenue officer 25 grand a month to fix it. Nothing moved. Thirty days after we rebuilt his offer and installed the system, he had added 318,000 dollars. No new team. No bigger ad budget. No working harder, he was already maxed. [ON SCREEN: "The machine was the wrong shape"] Here is what was actually wrong. His business was built for an earlier version of itself. The offer, the sales process, the follow up, all designed for the 30k days and quietly breaking at 95. Everyone was hustling harder inside a machine that was the wrong shape. We fixed the offer. Installed the acquisition system. Let the machine do the qualifying and the following up. Stuck is not a hustle problem. It is a design problem. If you have been at the same number for months, the link below books a free demo. I will show you what is probably in the way.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Warning Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. The Agency You Hire Is Not The Agency You Get 2. You Were Renting A Machine 3. Stop Renting. Start Owning. Thumbnail direction Chris to camera, calm and diagnostic rather than bitter. On screen text reads STOP RENTING. START OWNING. on the payoff line. The script [ON SCREEN: "The sales call is the performance"] The agency you hire is not the agency you get. The sales call is the greatest acting performance on earth. Senior team on your account. Daily communication. Leads flowing by week one. Three months later? A junior rep running templates, a report you do not understand, and one thing that always arrives on time. The invoice. I have heard this story from hundreds of coaches. Some of them had been through three agencies before we spoke. [ON SCREEN: "You were renting a machine"] Here is the real problem, and it is not even the agency. It is the model. You were renting a machine. And when you rent, you never see inside it, you cannot fix it, and the day you stop paying, it is gone. We do the opposite. We build the machine with you, inside your business. Your offer, your funnel, your follow up, your data. When we are done, you own every piece of it. Stop renting. Start owning. Link below books a free demo. I will show you exactly what we build and how.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: https://www.youtube.com/watch?v=FXtor2Ll53o Content pillar: Offer and Positioning Hook template used: Warning Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. How AI Is Flatlining Your Voice & Costing You High-Ticket Clients 2. AI Is Quietly Making Coaches Broke 3. Generic Prompts In, Generic Words Out Thumbnail direction Chris to camera holding a printed sales page. On screen text reads 0.3% CONVERSION in red next to AVERAGE IS 3 TO 5% in white. The script [ON SCREEN: "The coaches using it most are hurt worst"] AI is quietly making coaches broke. And the painful part is, the coaches using it most are getting hurt worst. Last month a coach showed me her sales page. Written by AI, and honestly, it read fine. Clean. Professional. Identical to fifty other coaches in her niche. Her conversion rate was 0.3 percent. The average is three to five. Her prospects could not say what was wrong. They just felt nothing. And people do not pay 10k to someone who makes them feel nothing. [ON SCREEN: "AI should sound more like you, not less"] The problem is not AI. We run our whole business on it. The problem is using it the way everyone else does. Generic prompts in, generic words out, and generic gets scrolled past. AI should sound more like you, not less. Your stories, your numbers, your way of saying things. That takes a system, not a prompt you found on Twitter. We build that system for coaches. If you are curious, the link below books a free demo. Bring your sales page, I will tell you honestly if it sounds like everyone else's.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Contrarian Take Target runtime: 45 seconds (110 words at 150 words per minute) Title options 1. That Is Not A Business. That Is A Hostage Situation. 2. You Do Not Have A Marketing Problem. You Have A Leverage Problem. 3. Another Course Just Gives The Hostage More Homework Thumbnail direction Chris to camera, direct and slightly amused. On screen text lists the roles rapidly: STRATEGIST, COPYWRITER, MEDIA BUYER, TECH, CLOSER, COACH, then ALL BEFORE LUNCH. The script [ON SCREEN: "A leverage problem"] You do not have a marketing problem. You have a leverage problem. Right now you are the strategist, the copywriter, the media buyer, the tech person, the closer, and the coach. All before lunch. That is not a business. That is a hostage situation. And you are both the hostage and the negotiator. [ON SCREEN: "Remove jobs that were never yours"] Another marketing course does not fix that. It just gives the hostage more homework. The fix is removing jobs from your plate that were never yours. One offer, a system that books the calls, AI and a tiny team on the rest. If you want to see which jobs go first, link below, free demo. Worst case you leave with a list of things to stop doing, which is honestly worth the 20 minutes.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: https://www.youtube.com/watch?v=eXza9WyGVdA Content pillar: The Complete Life Hook template used: Story Open Target runtime: 50 seconds (125 words at 150 words per minute) Title options 1. Why I Sold a Profitable Business (And What It Taught Me) 2. The Reason Anyone Would Buy My Coaching Company 3. Build It Like You Will Sell It, Even If You Never Do Thumbnail direction Chris to camera, reflective. On screen text reads THEY DID NOT BUY ME. THEY BOUGHT THE MACHINE. The script [ON SCREEN: "By the time I sold, I was not in it"] I sold my coaching company for seven figures. And the only reason anyone would buy it is the part most coaches get wrong. By the time I sold, I was not in it. The systems ran without me. The team delivered without me. 2,300 coaches across 27 countries got results without me on every call. That is what the buyer paid for. Not me. The machine. [ON SCREEN: "Remove the coach and there is nothing left"] Most coaches could never sell their business, because there is no business to sell. Remove the coach and there is nothing left but a logo and a content calendar. So build it like you will sell it, even if you never do. A business that could run without you is also just a much nicer one to own. That is the kind of machine we install. Link below if you want to see it. Free demo, zero pressure, I will walk you through the whole thing.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: https://www.youtube.com/watch?v=czomPinSPuM Content pillar: Systems Over Hustle Hook template used: Myth Bust Target runtime: 55 seconds (135 words at 150 words per minute) Title options 1. The Truth About Million Dollar Businesses 2. What A Million Dollar Coaching Business Actually Looks Like 3. The Flashy Stuff Online Is Marketing. This Is The Machine. Thumbnail direction Chris to camera, deadpan. On screen text reads IT IS BORING three quarters through, held longer than the other stamps. The script [ON SCREEN: "Nothing like your feed says"] Let me tell you what a million dollar coaching business actually looks like. Because it is nothing like your feed says. Small team, usually three to five people. One core offer, not fifteen. A modest ad budget. Systemised delivery. And a founder working focused hours, not heroic ones. That is it. It is boring. It is simple. It works. [ON SCREEN: "The rule of one"] The rule underneath it all is the rule of one. One transformation, not ten outcomes. One ideal client, not everyone with a pulse. One price, not three tiers built to confuse. Complexity is the enemy of scale, and most coaches are drowning in self inflicted complexity. The flashy stuff online is marketing. This is the actual machine. If you want to see one running, link is below. Free demo. It is genuinely a bit anticlimactic, which is exactly the point.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: The Complete Life Hook template used: Story Open Target runtime: 50 seconds (125 words at 150 words per minute) Title options 1. I Wasted My First Three Years In This Game 2. I Did It While Working Harder Than I Ever Have Since 3. My Job Was Never To Build The Machine Thumbnail direction Chris to camera, honest and unglamorous. On screen text reads 2013 at the start and THE BUSINESS GREW AND I SHRANK at the payoff. The script [ON SCREEN: "Three wasted years"] I wasted my first three years in this game. And I did it while working harder than I have ever worked since. When I started in 2013 I believed doing everything myself was the badge. Built my own funnels badly. Wrote my own ads badly. Duct taped tech at 1am, badly. I thought that was what committed looked like. [ON SCREEN: "The business grew and I shrank"] Three years of that before it landed. My job was never to build the machine. My job was to be great at the thing only I could do, and let people who build machines for a living build mine. Everything changed after that. The business grew, and weirdly, I shrank. Fewer jobs, better results. Learn from my three years. It only costs you 20 minutes. Link below, free demo. I will show you the machine I wish someone had built me in 2013.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: https://www.youtube.com/watch?v=88GB1QhD4K4 Content pillar: The Complete Life Hook template used: Question Hook Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. If You Can't Do This, You Don't Have A Business 2. If You Cannot Take Two Weeks Off, You Do Not Have A Business 3. Three Weeks In Portugal. Revenue Up 14%. Thumbnail direction Chris to camera, direct but not harsh. On screen text asks 14 DAYS. NO CALLS. NO DMS. NO CONTENT. and holds while the viewer answers in their head. The script [ON SCREEN: "14 days dark. Does it survive?"] Answer honestly. If you went completely dark for 14 days, no calls, no DMs, no emails, no content, does your business survive? If you hesitated, you already know the answer. And that means what you have built is not a business. It is a hostage situation where you are both the hostage and the captor. This is not a judgment. It is a diagnostic. Because once you see it clearly, you can fix it. [ON SCREEN: "Revenue was up 14%"] One of our clients came back from three weeks in Portugal. His first question was not what did I miss. It was, what does the dashboard say. Revenue was up 14 percent. He almost did not believe it. A year earlier he was checking Slack on his kid's birthday. Taking sales calls from the car during family trips. He was doing $500K a year, and the business needed him for everything. He was the single point of failure for his own company. We spent four months on two things. Team and systems. We did not hire ten people. We hired two, put them in the right seats, built SOPs for every repeatable process, and installed a close system his sales hire could run without him. And a data dashboard. One screen. Every number that matters, so he could check in from anywhere and know exactly where things stood. That is not a fantasy. It is an engineering project. And it is the exact project most coaches keep putting off because they say, I will systemise once I hit the next revenue goal. No. You will systemise now, or you will never get there.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Offer and Positioning Hook template used: Contrarian Take Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. Posting Every Day Is Killing Your Brand 2. She Was Posting 30 Times A Month. We Cut It To 8. 3. Volume Is A Vanity Strategy. Precision Is A Revenue Strategy. Thumbnail direction Chris to camera with a slight grin, because he knows how the advice sounds. On screen text reads 30 POSTS struck through and replaced with 8 POSTS, then INBOUND TRIPLED. The script [ON SCREEN: "30 posts to 8 posts"] She was posting 30 times a month. We cut it to 8. Her inbound leads tripled. That is not a typo. Less content. More leads. Here is why. When you post every single day, you run out of real ideas by Wednesday. The rest of the week is filler. Recycled tips, borrowed quotes, generic carousels. Your audience starts tuning you out because you sound like everyone else. I told this client to delete 22 of her 30 monthly posts and she looked at me like I had asked her to set her business on fire. [ON SCREEN: "Training your ideal clients to scroll past"] Here is what was happening. She would batch 7 posts on a Monday. The first two would be sharp. Real insights, real frameworks, her genuine point of view. Posts three through seven? Filler. She knew it. I knew it. And her audience knew it. So she was training her ideal clients, the people who could actually pay $15K or $25K, to scroll past her content. We cut her to 8 posts a month. Two a week. But every single one was strategic authority content. Her proprietary frameworks. Her actual contrarian opinions. Real client breakdowns with real numbers. Content that could not have been posted by any other coach in her niche. Engagement rate went up. DMs went up. Inbound inquiries went from 4 a month to 14. Because she stopped being noise and became the signal. Volume is a vanity strategy. Precision is a revenue strategy.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Myth Bust Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. You Are Not One Funnel Away. You Are One Engine Away. 2. The Coaching Industry's Favourite Lie Has Three Words In It 3. A Funnel Is A Piece. An Engine Is The Whole Machine. Thumbnail direction Chris drawing seven boxes on a blank screen or whiteboard, one at a time, then stepping back. On screen text reads ONE FUNNEL struck through, replaced with SEVEN PARTS. The script [ON SCREEN: "One funnel away"] The coaching industry's favourite lie has three words in it. One funnel away. It sells courses. It sells templates. It sells the fantasy that one mechanism, one landing page, one email sequence, one webinar, is the gap between you and the business you want. It is not. A coach told me last week, with total conviction, Chris, I am just one funnel away. I pulled up a blank screen and drew seven boxes. Then I asked him to show me which one of them was going to save his business. He could not. Because it is not one box. It never was. [ON SCREEN: "Seven parts"] Box one, strategic authority content. How people discover you and decide you are credible. Box two, lead capture. How you turn attention into a conversation. Box three, multi touch nurture. How you build enough trust that someone will hand you $10K, $25K, $50K. Box four, profitable ads. How you amplify what is working without burning cash. Box five, a proven close system. How you convert conversations into clients without pressure. Box six, teams and systems. How it runs without you being the bottleneck. Box seven, a data dashboard. How you see everything and make decisions based on facts, not gut feel. Then I asked, which of these are you missing? He was quiet for about ten seconds and then said, basically all of them except content. That is the point. A funnel is a piece. An engine is the whole machine. And you cannot drive a car with one part, no matter how good that part is.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Contrarian Take Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. The Coaches Making $500K Work Harder Than The Ones Making $5M 2. It Is Not An Effort Problem. It Is A Systems Problem. 3. She Had Not Taken A Day Off In Seven Months Thumbnail direction Chris to camera, empathetic rather than harsh. On screen text reads $600K A YEAR and SEVEN MONTHS WITHOUT A DAY OFF stacked on top of each other. The script [ON SCREEN: "The hardest working coaches are not the most successful"] The hardest working coaches are not the most successful ones. That is the part nobody wants to say out loud. I talked to a coach last month doing $600K a year who had not taken a day off in seven months. She was doing all the content herself. Running her own ads. Taking every sales call. Delivering every coaching session. Answering every DM. She told me, I just need to work harder and push through to $1M. And I said, with respect, that is the exact mindset that is going to keep you at $600K. [ON SCREEN: "You run out of hours before you run out of opportunity"] Because here is what happens. You are the bottleneck on every part of the business. You cannot create more content because you are on sales calls. You cannot take more sales calls because you are delivering. You cannot think strategically because you are drowning in tasks. The business can only grow as fast as you can grow. And you are already maxed out. That math breaks. It always breaks. Because you run out of hours before you run out of opportunity. The coach doing $5M worked less this week than you did yesterday. Not because they are smarter. Because they built something you have not built yet. A business that does not need them in every seat. If you feel like you are working harder every month and the revenue is not matching, it is not an effort problem. It is a systems problem.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Myth Bust Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. More Leads Will Not Fix Your Business 2. He Had 3,000 Leads He Was Wasting 3. That Is Like Filling A Bathtub With The Drain Open Thumbnail direction Chris leaning forward, casual setting. On screen text reads 3,000 LEADS GOING COLD in red, then SAME LEADS, DIFFERENT ENGINE at the close. The script [ON SCREEN: "3,000 leads. Going cold."] I audited a coaching business doing $1.2 million last month. They did not have a lead problem. They had 3,000 leads they were wasting. Three thousand. Sitting in a CRM going cold because the nurture was a 5 email sequence from 2022, the follow up was hope they book, and the sales call had no structure. We did not touch his ad spend. We rebuilt what happened after the lead came in. Revenue jumped 40 percent in 60 days. Same leads. Different engine. [ON SCREEN: "A bigger faucet will not help"] Another one. He was spending $11K a month on ads and told me, dead serious, I just need to double my budget. His numbers said 400 leads a month, 15 booked calls, 2 closes. He was converting less than half a percent of his leads into clients and his plan was to pour more money into the top. That is like filling a bathtub with the drain open and deciding you need a bigger faucet. I asked him one question. What happens to the 385 people who do not book a call? He did not know. Could not tell me. No nurture to speak of. No multi touch follow up. No re engagement. They just disappeared. So we rebuilt three things. His nurture, not a 5 email drip, a real multi touch system across email, content, and DMs. His follow up, structured, timed, human. His close process, a repeatable framework his team could run. Same $11K ad spend. Did not change the ads. Did not change the audience. Did not change the offer. Went from 2 closes a month to 7. The problem is almost never at the top of your funnel. It is in the middle, the parts nobody wants to fix because they are not sexy.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Story Open Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. I Paid An Agency $2,500 A Month And Got One $500 Client 2. It Was Not Just A Bad Agency. It Was A Bad Model. 3. The Ads Were Part 4 Of A System. Parts 1 To 3 Did Not Exist. Thumbnail direction Chris to camera, calm frustration, diagnostic not bitter. On screen text reads $10,000 SPENT and ONE $500 CLIENT stacked, then NEGATIVE $9,500. The script [ON SCREEN: "$10,000. One $500 client."] I paid an agency $2,500 a month. Four months. $10,000 total. You know what I got? One client. At $500. Negative $9,500. And I know at least half of you watching this have a similar story. The worst part is I kept paying them because they kept telling me we just need to optimise. Here is what the agency did. They ran ads to a landing page. The landing page had a webinar. The webinar pitched a call. Classic funnel. And they were technically competent. The ads looked good. The copy was decent. The targeting was fine. [ON SCREEN: "Parts 1 to 3 did not exist"] But they were driving cold strangers into a system with no trust built at any stage. No authority content. No multi touch nurture. No proof architecture. Just ad, page, webinar, call. And when cold strangers hit that sequence, they bounce. Because they do not know you, they do not trust you, and they have no reason to. The agency's response? We need a bigger budget to get more data. Classic. Here is what I know now. The issue was never the ads. The issue was everything around the ads. The ads were part 4 of a system, but parts 1 through 3 did not exist. This is why I built the Rainmakers Engine the way I did. Seven parts. In a specific order. Because when ads are part 4 instead of part 1, when they are amplifying trust instead of trying to create it, everything changes. The cost per lead drops. The quality goes up. The close rate goes up. Click below. I will show you the actual system.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Proof Hook template used: Shock and Stat Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. We Just Helped A Coach Add $318,000 In 30 Days 2. No Launch. No 10x Ad Budget. No New Offer. 3. Same Coach. Same Niche. Different Engine. Thumbnail direction Chris to camera with controlled energy, no hype. On screen text reads +$318,000 IN 30 DAYS in green, then SAME OFFER, SAME NICHE underneath in white. The script [ON SCREEN: "+$318,000 in 30 days"] We just helped a coach add $318,000 in 30 days. And before you think that will not work for me, let me tell you where he was before, because it is probably where you are right now. Four months ago this coach was stuck. Doing about $40K months. Inconsistent. Some months up, some months down. No predictability. He was posting content but it was generic. Tips, quotes, the same stuff everyone in his niche was putting out. His leads were coming in cold from ads and hitting a basic email sequence. His sales calls were hit or miss because the prospects barely knew who he was when they got on the phone. Sound familiar? [ON SCREEN: "Four changes"] Here is what we did. We did not blow everything up. We installed a system. First, we rebuilt his content. Stopped the tips. Started strategic authority content that made his ideal client think, this is the guy. That alone changed the quality of every lead that came in afterward. Second, we built a real nurture system. Not a 5 email drip. Multiple touchpoints across content, email, and retargeting. By the time someone booked a call, they had been exposed to his thinking 15 to 20 times. Third, we installed a close framework. Repeatable. Structured. His team could run it without him being on every call. Fourth, we connected everything to a data dashboard so he could see exactly what was working and where the leverage was. We did not run a launch. We did not 10x his ad budget. We did not change his offer. Same coach. Same niche. Same offer. $318,000 in 30 days. That is not magic. That is what happens when you stop running disconnected tactics and start running an engine.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Warning Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. Stop Running Ads Until You Watch This 2. Ads Cannot Do Seven Jobs At Once 3. Every Dollar You Spend Right Now Might Be Making It Worse Thumbnail direction Chris direct to camera, firm but not aggressive. On screen text reads TURN THEM OFF at the open, then FIX THE SYSTEM FIRST at the midpoint. The script [ON SCREEN: "Turn them off"] Stop running ads. I am serious. Turn them off until you watch this. Because every dollar you spend right now might be making your problem worse, not better. If you are running ads straight to a landing page or a webinar, and the only thing between a stranger seeing your ad and getting on a call is a couple of emails, you are burning money. Not because ads do not work. Because ads cannot do seven jobs at once. They cannot build authority. They cannot build trust. They cannot nurture. They cannot close. You are asking one piece of the system to carry everything. And it is breaking. [ON SCREEN: "Build the system around the ads first"] When you run ads to a broken system, you are not just wasting money. You are actively training the algorithm to find you the wrong people. You are burning through audiences. And you are convincing yourself that ads do not work for coaching when the real problem is that ads were never supposed to be the whole system. I see this constantly. A coach runs ads to a webinar or a lead magnet. Gets leads. But the leads go cold because there is no real nurture. The ones who do book calls show up sceptical because they have had zero trust building touchpoints. Close rate is 10, maybe 15 percent. So they either scale the ads, which makes the loss bigger, or they quit. The right move is to build the system that goes around the ads before you spend another dollar. Strategic authority content, so when someone sees your ad and checks your profile, they see the expert. Multi touch nurture, so between clicking your ad and getting on a call they have seen your thinking 15 to 20 times. And a proven close system, so the call converts because the trust was already built. Then you turn ads back on. And when you do, they become part 4 of an engine instead of part 1 of a gamble.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Myth Bust Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. The Number One Reason Your Funnel Is Not Converting 2. Your Funnel Is Not A Trust Engine. It Is A Conveyor Belt. 3. Built For A $500 Course, Not A $25,000 Engagement Thumbnail direction Chris to camera, analytical tone. On screen text reads NOT YOUR ADS, NOT YOUR COPY, NOT YOUR OFFER as three quick strikes, then TRUST held on screen. The script [ON SCREEN: "Not your ads. Not your copy. Not your offer."] The number one reason your funnel is not converting has nothing to do with your ads. Nothing to do with your copy. And nothing to do with your offer. It is trust. Or more specifically, the total absence of it. And I can prove it, because I have audited over 100 coaching funnels and it is the same gap every single time. Not trust as in they do not like you. Trust as in the distance between a stranger encountering you for the first time and being willing to invest $10K, $25K, $50K requires way more trust than your funnel is designed to create. [ON SCREEN: "At what point did they build enough trust?"] Think about it from your buyer's perspective. They see an ad. They click. They land on a page they have never seen from a person they have never heard of. They maybe watch a 60 minute webinar, which they know is a pitch. They get 3 to 5 emails. Then they are asked to book a call where they know they will be sold to. At what point in that sequence did they develop enough trust to make a high ticket buying decision? They did not. So they either ghost the call, show up sceptical and defensive, or they need six follow ups before they say yes. The funnel is not broken tactically. It is broken structurally. It was designed for a $500 course, not a $25,000 engagement. The trust requirement is completely different. Here is what works instead. A multi touch system where your ideal client encounters your thinking, your content, your frameworks, your proof, your point of view, 15 to 20 times across multiple channels before they ever get on a call. So when they do get on the call, they are not asking, can I trust this person? They already decided that. The call is just confirming fit.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Contrarian Take Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. Paying An Agency $5,000 A Month Is The Dumbest Thing A Coach Can Do 2. You Do Not Need A $5K Agency. You Need 2 Hours A Week. 3. Most Coaches Are Stuck Doing What Worked In 2019 Thumbnail direction Chris to camera, blunt. On screen text reads $5,000/MONTH struck through, replaced with 2 HOURS A WEEK. The script [ON SCREEN: "$5,000 a month"] Paying an agency $5,000 a month is the dumbest thing a coach can do under $100K. Most coaches think they need some fancy agency to get clients. So they hand over five grand every month, hoping someone else will fix their business. But here is what nobody tells you. You do not need a $5K agency. You need 2 hours a week and one simple system that actually works. [ON SCREEN: "One funnel. One offer. One system."] After selling my multi seven figure coaching business, I have been behind the scenes of some of the biggest info businesses out there. 7 figures. 8 figures. Even 9 figures. And I have seen what actually gets clients now. It is not complicated funnels. It is not posting 37 times a week. It is not burning cash on ads that do not convert. It is one funnel. One offer. One system that brings in 5 to 20 high paying clients every single month. The problem? Most coaches are stuck doing what worked in 2019. They are following outdated advice from gurus who have not run ads in years. That is why I just dropped a free breakdown showing you the one strategy that is working right now. No fluff. No theory. Just the exact system top coaches are using to sign clients without paying bloated agencies. Click the link. Watch the free training. Book your demo. You will know in the first two minutes if this is for you.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Shock and Stat Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. A Million Dollar Run Rate In 63 Days. No Team. No Big Ad Spend. 2. You Do Not Need To Do More. You Need To Do Less. 3. Most Coaches Are Addicted To Complexity Thumbnail direction Chris to camera, matter of fact rather than boastful. On screen text reads 63 DAYS in white and DO LESS in green. The script [ON SCREEN: "63 days"] I hit a million dollar run rate in 63 days. No team. No big ad spend. Just one system. And I am not saying that to brag. I am saying it because if you are stuck at $10K or $50K a month right now, you are probably making the same mistake I used to make. You think you need to do more. But the truth is, you need to do less. Way less. You just need to do the right things. [ON SCREEN: "One offer. One funnel. One conversion system."] Most coaches are addicted to complexity. Too many offers. Too many funnels. Too many people on payroll. And still no real freedom. I went the opposite direction. I stripped everything down to one offer, one funnel, one conversion system. That is it. And here is what happened. I went from zero to a million dollar run rate in just 63 days. Not because I worked harder. Because I finally stopped doing the stuff that does not matter. Right now, your business probably feels heavier than it should. You are working 10 hour days. Your profit margins are thin. And you are still not growing as fast as you want. That is why I am giving you the exact breakdown of how I did it. The offer. The delivery. The messaging. All of it. For free. Click this ad. Watch the demo. Worst case? You get a free plan that fixes your bottlenecks.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: The Complete Life Hook template used: Contrarian Take Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. You Are Doing Everything. That Is Exactly Why You Are Stuck. 2. The Coaches Making $50K To $100K A Month Work 2 To 4 Hours A Day 3. Not 2 Hours Of Checking Slack. 2 Hours Of Actual Work. Thumbnail direction Chris to camera, warm but direct. On screen text reads 12 HOUR DAYS, $20K A MONTH stacked, then 2 TO 4 HOURS A DAY, $50K TO $100K underneath. The script [ON SCREEN: "12 hour days. $20K a month."] You are doing everything in your business. And that is exactly why you are stuck. I see this all the time. Coaches working 12 hour days. Running the ads. Writing the emails. Jumping on every sales call. Delivering to clients. And still barely hitting $20K a month. But here is what is crazy. The coaches making $50K to $100K a month? They are working 2 to 4 hours a day. Not because they are lazy. Because they built a system that runs without them. [ON SCREEN: "2 hours of actual work. Then done."] After I sold my last business, I made myself a promise. No more 15 person teams. No more massive payroll. No more pretending I love the grind. So I built something different. One offer. One funnel. One system that signs 5 to 20 clients every month. And it runs in 2 hours a day. Not 2 hours of checking Slack. Not 2 hours of putting out fires. 2 hours of actual work. Then I am done. The rest of my day? I am with my four daughters. I am living my life. Right now, your business owns you. You cannot take a day off without everything falling apart. You are the bottleneck. And you are exhausted. That is why we build and install the complete client getting system for you. The funnel. The ads. The copy. The sales process. Everything. Then we show you how to run it in 2 hours a day. Click this ad. Book your free demo. And get your life back.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Warning Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. Most Agencies Will Keep You Broke. On Purpose. 2. They Need You To Be Dependent 3. Do Not Rent The Machine. Own It. Thumbnail direction Chris to camera, calm accusation rather than rant. On screen text reads RENT struck through and replaced with OWN. The script [ON SCREEN: "They need you dependent"] Most agencies will keep you broke. On purpose. They charge you $5K a month. Maybe $10K. They promise leads and clients. But here is what they do not tell you. They need you to be dependent. Because the second you can run it yourself, you stop paying them. So they keep it complicated. But what if you could have the same system, built for you, and then actually own it? No monthly retainer. No agency dependency. Just a system that is yours forever. [ON SCREEN: "You pay once. You own the system."] That is exactly what we do. We build and install the complete client getting system in your business. The offer. The funnel. The ads. The copy. The sales process. Everything. But here is the difference. We do not keep you on a leash. We build it with you. Then we train you to run it yourself in 2 to 4 hours a week. So you are not paying someone $5K every month for the rest of your life. You pay once. You own the system. And it brings you clients whether we are around or not. Right now, you are probably stuck in one of two places. Either you are paying an agency that is bleeding you dry. Or you are trying to figure it all out yourself and wasting months on trial and error. We give you a third option. We install the proven system that has helped coaches hit $50K to $100K months. Then we hand you the keys. Click this ad. Book your free demo. Not rent it. Own it.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Shock and Stat Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. What A Full Growth Team Actually Costs You 2. $18,000 A Month Before You Spend A Dollar On Ads 3. You Do Not Need Any Of Those Hires Thumbnail direction Chris to camera listing roles and prices, each one stamping on screen as a line item until the total lands: $18,000 A MONTH, then $216,000 A YEAR. The script [ON SCREEN: "The line items"] Want to know what it actually costs to run a coaching business the way the gurus tell you to? Ad manager. Four grand a month. Copywriter. Two grand a month. Funnel and tech manager. Three grand a month. VA to keep it all organised. Two grand. Sales closer. Four grand base, plus commission on every deal. Content manager. Three grand. That is 18 thousand dollars a month. Two hundred and sixteen thousand a year. Before you have spent a single dollar on ads. Before you have paid yourself a thing. [ON SCREEN: "$216,000 a year. Before ads."] And that is just the cash. You still have to manage every one of them. Weekly meetings. Performance reviews. Reports. You are herding cats with zero guarantee any of it actually works. You do not need any of those hires. Not even close. We install the entire system for you, then show you how to run it yourself in 2 hours a week. I sold my last multi seven figure coaching business. Then I spent years behind the curtain inside 7, 8, and 9 figure info businesses. I know exactly what works and what is noise. Your offer. Your funnel. Your ads, managed. Your copy, written. Your sales system, installed. Seven custom AI agents doing the work your team used to do. And direct access to me and my team while you scale, so you are never stuck. Fully guaranteed. You carry zero risk. Click the ad. Book your 1 to 1 demo. We will show you exactly how this works for your business.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Contrarian Take Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. Hustle And Hope Will Keep You Busy And Underpaid Forever 2. Every Month Starts From Zero 3. Predictable Beats Hard Every Single Time Thumbnail direction Chris to camera, direct. On screen text reads HUSTLE AND HOPE at the open, then PREDICTABLE BEATS HARD at the close. The script [ON SCREEN: "Hustle and Hope"] Most coaches run their business on a method I call Hustle and Hope. And it will keep you busy and underpaid forever. It looks like this. You post content and hope it turns into clients. You have got a calendar link but no real system feeding it. You tried ads once, got rubbish leads, gave up. And follow up? Basically none. So every month starts from zero. You cannot tell me how many clients you will sign next month or what lands in the bank. You are working hard. You are just not working predictably. [ON SCREEN: "Predictable beats hard"] The opposite of Hustle and Hope is not working harder. It is a machine. Ads that bring in the right people, a funnel that books the call, follow up that runs on its own, and numbers that tell you exactly what is working. Predictable beats hard every single time. If you cannot name your cost per booked call right now, that is the first thing to fix. Follow and I will show you how.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Client Acquisition Machine Hook template used: Story Open Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. I Get Paid $25K A Month For One Thing 2. Not Better Content. Not A Fancier Offer. 3. The Constraint Was Never The Coaching Thumbnail direction Chris to camera, understated delivery of a big number. On screen text reads $25K/MONTH, then ONE THING underneath. The script [ON SCREEN: "$25K a month. One thing."] I have been behind the scenes of seven, eight, and nine figure businesses, getting paid twenty five grand a month each. And they all paid me for the exact same one thing. Not better content. Not a fancier offer. A machine that brings in the leads and makes the sales on its own. That is the part nobody shows you. While most coaches are out here posting reels and hoping, the big players quietly built a system. Ads to cold traffic, a funnel that books calls, follow up that runs for eleven days, and a dashboard that tells them exactly what every lead costs. [ON SCREEN: "It was always the absence of a machine"] Same skill, every business. The constraint was never the coaching or the product. It was always the absence of a machine. If you have got great coaching but no machine around it, you are leaving the easiest money on the table. Follow, because that is the thing I help coaches build.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: Systems Over Hustle Hook template used: Myth Bust Target runtime: 1 minute 15 seconds (185 words at 150 words per minute) Title options 1. Most Coaches Do Not Have A Revenue Problem. They Have A Retention Problem. 2. You Cannot Outrun Churn 3. Two Habits That Doubled Retention And Doubled Lifetime Value Thumbnail direction Chris to camera. On screen text reads 15% CHURN in red, then SPRINTING ON A TREADMILL underneath. The script [ON SCREEN: "It is a retention problem"] Most coaches think they have a revenue problem. They do not. They have a retention problem. I worked with a client who had a 15 percent churn rate. That means every month, 15 out of 100 clients left. So all the sales he was making? They were not actually growth. They were just replacing the people leaving. He was sprinting on a treadmill. That is why churn kills you when you are trying to scale past $50K, $100K a month. You cannot outrun it. The math just does not work. Scaling is not about adding more. It is about keeping what you already have. [ON SCREEN: "Two simple habits"] Two really effective and simple habits I have my clients use to fix this. One. Weekly client check ins. Not just coaching, but making sure they feel seen and supported. Two. Building success pathways. Step by step so clients always know what winning looks like. Never confused, never overwhelmed. Always clear on what is ahead. Those two alone doubled retention and doubled lifetime value. Real freedom is not always more clients. It is fixing your systems and keeping the ones you have got.
Client: Chris Dufey, Rainmakers Format: Short form Published views: Video: Content pillar: The Complete Life Hook template used: Contrarian Take Target runtime: 1 minute (150 words at 150 words per minute) Title options 1. Your Family Does Not Care About Your Revenue Screenshots 2. They Do Not Need A Provider. They Need You Present. 3. Freedom Beats Revenue Every Single Time Thumbnail direction Chris to camera, quiet and personal, no graphics until the final line. On screen text reads THEY CARE IF YOU ARE HOME. The script [ON SCREEN: "They care if you are home"] Your family does not care about your revenue screenshots. They care if you are home. For years, I thought success meant being the provider. I retired my wife from working over a decade ago. I thought that was the ultimate flex. But I had it wrong. My kids never once asked me about money, clients, or screenshots. They only cared if I was at breakfast. At school drop off. At bedtime. They did not need a provider. They needed a present father. Joyful. Loving. Fully there. [ON SCREEN: "Buy back your presence"] Scaling your business means nothing if it steals the moments that actually matter. The whole point of building systems and scaling revenue is so you can buy back your presence, not trade it away. Because at the end of the day, freedom beats revenue every single time. Follow me if you want to build a business that gives you both. Money and freedom.
Client: Chris Dufey Format: Short form Published: 2026-07-04 Views: 1,250 Video: https://www.youtube.com/watch?v=iPCN9nEoViI Runtime: 24 sec (62 words) The script, as delivered on camera Acting with integrity means making decisions that align with my principles, even when life is challenging. Because, as an entrepreneur, as a father, as a husband, integrity isn't just something I talk about, it's something that I have to be and have to show up with every single day. Because, when I don't, life is going to crumble very quickly around me.
Client: Chris Dufey Format: Short form Published: 2026-06-17 Views: 1,236 Video: https://www.youtube.com/watch?v=EmevsksOLyg Runtime: 32 sec (106 words) The script, as delivered on camera I did over 220 hours of consulting six, seven, and eight-figure CEOs, and I took meticulous notes as well throughout the whole process. And so, I had one set of notes that I called the formula, which is essentially like, "What was actually working? Like, what were the good things? What were the common themes? How could I have some sort of pattern recognition to see what was actually going to produce results?" And I had another list called the not formula, which is like, "What are all the mistakes people are making? How can I see what people are doing wrong to then avoid that?"
Client: Chris Dufey Format: Short form Published: 2026-08-05 Views: 1,116 Video: https://www.youtube.com/watch?v=NUvatc3bEVA Runtime: 28 sec (96 words) The script, as delivered on camera So, mistake one is trying to grow by doing more. Now, I know that sounds crazy, but right now you are the machine. Your marketing, your sales, your delivery, your follow-up, it's all you. So, the only way you know how to grow is by putting more hours in, and there aren't enough hours in the day. That's not a revenue problem. That's an architecture problem, because effort can't fix it. Effort is only going to get maxed out, because once you fix it, your business starts to grow without you having to even be there.
Client: Chris Dufey Format: Short form Published: 2026-08-03 Views: 1,014 Video: https://www.youtube.com/watch?v=E__Z8hPJoBI Runtime: 24 sec (76 words) The script, as delivered on camera That is the thing I cannot let go of. Helping the helpers get rich is not just a clever tagline for what I do. It's the entire point. If I can hand a great coach a real machine, something that brings them clients predictably without grinding them into the ground, then they get into be able to help more people and build an actual life while they do it. And the ripple from that is enormous.
Client: Chris Dufey Format: Short form Published: 2025-12-20 Views: 943 Video: https://www.youtube.com/watch?v=gEESZs-b7hg Runtime: 1 min 15 sec (237 words) The script, as delivered on camera We added $318,000 in recurring revenue for a client in 30 days. Not because they were smarter, not because they worked harder, but because they finally stopped doing what keeps 99% of coaches stuck and started doing what I'm just about to show. Because here's what most coaches are doing right now. They make a sale, they deliver, they repeat. They make a sale, they deliver, and they repeat. Now, it feels like growth, right? But this is just the high ticket hamster wheel. And if you build a company on that will, congratulations. You've just built yourself a prison because with no backend, with no predictability, and the second leads dry up, and trust me, they will from time to time, you're going to panic. You're going to [ __ ] the bed, and you're going to start scrambling for the next strategy, the next funnel, and the next hail mary. And I know this because I've been behind the curtain of seven, eight, and nine figure info businesses. And the ones that scale, they don't rely on hustle. They don't live off one-off sales. They have a system of turning clients into recurring revenue machines. That is what we wanted to be able to do. That's why we added $318,000 in a single month. And that's why when clients ask me, "Hey, what is it that you actually do?" All I'm doing, I'm helping you
Client: Chris Dufey Format: Short form Published: 2026-06-22 Views: 886 Video: https://www.youtube.com/watch?v=9xLrj4H4wzw Runtime: 36 sec (116 words) The script, as delivered on camera This is where we need to be able to have a predictable and reliable growth machine. And that only comes from being able to diagnose what is the key constraint in the business right now. What is the key constraint that is stopping, slowing, or even killing the growth that it is that you're looking for right now. And that is why we use our growth flywheel. Cuz most coaches are just working hard doing everything right, doing what their business coaches are telling them, doing what the latest gurus are sharing on social media. But they're not focusing on what that bottom line actions are so that you can see growth from month to month.
Client: Chris Dufey Format: Short form Published: 2026-06-20 Views: 851 Video: https://www.youtube.com/watch?v=m928tV8Mdnk Runtime: 36 sec (120 words) The script, as delivered on camera one of the biggest lies, I think, is getting thrown around in like our entrepreneurial bubble right now is one person supposed to be able to do it all. One person is supposed to be able to handle all sides of their business and be able to run absolutely everything. And especially in the coaching, consulting, and expert space, I think that's just incorrect. Yes, there are unicorns that we can all point to that is like, "That person is being able to do it all." But that does not mean that there is a vast majority, an ocean amount of people that are just struggling because they're trying to be able to grow their business and handle it all.
Client: Chris Dufey Format: Short form Published: 2026-08-08 Views: 828 Video: https://www.youtube.com/watch?v=hCbr408xVrQ Runtime: 40 sec (125 words) The script, as delivered on camera Hi, I'm Chris. I've built a multi-seven-figure coaching company. I started it, I ran it, and I sold it. And then I got a consulting offer to a million run rate in just 63 days. I then got an agency offer to 200,000 a month in under 90 days. Then I spent years inside of coaching businesses at their chief marketing officers. Retainers up to $25,000 a month per client in seven, eight, and nine-figure info businesses [music] that you'd recognize. And what I found is the same broken machine in every single one. Brilliant coaches, but they were struggling. But once they fixed their business model and had systems, they were able to bring in leads and clients, that's when everything unlocked for them.
Client: Chris Dufey Format: Short form Published: 2026-06-27 Views: 675 Video: https://www.youtube.com/watch?v=TpzX316hnVk Runtime: 49 sec (156 words) The script, as delivered on camera main epiphany that I got or like realization was this sense of understanding this season of life that I'm in now. Mhm. I was like, "Oh, this is the season that I'm in now. My daughters are age 3 to 11 and this is where I'm at. This is where I'm at as a person. This is where I'm at with my community, with my family. And it just became really clear what I wanted to do, what I didn't want to do. And what I could just let go. Like I could just drop those heavy bags of all these other things that I was oh, I should be doing this and I could be doing that. They just dropped immediately and just vanished away. I was like, "Oh, I feel good because I can come back to things later in another season of my life if I wanted to, but this is me now."
Client: Chris Dufey Format: Short form Published: 2026-01-06 Views: 651 Video: https://www.youtube.com/watch?v=a26SP8KpORE Runtime: 59 sec (243 words) The script, as delivered on camera I never had a definition for financial freedom. And my definition for financial freedom that my money coaches taught me were your passive income is greater than or equal to your monthly expenses. If your monthly expenses are $10,000 and your passive income is $10,000, you're at 100%. The thing that I shared with you was you want to be 200%. 200% of passive income to monthly expense. If you did that, you're financially free in an unlimited kind of way. That means that your capacity to handle risk or a down month goes so deep and you could reinvent yourself, etc. So, I just think number one is if there's any way to freeze your lifestyle, freeze your lifestyle. And just because you're making more money, don't turn your lifestyle on because it's very hard to turn it back. I think the hardest part of that conversation is because we have not gone into sync with who what we truly want and what our family truly wants. Like I I told my wife, what do you want? She goes, I want a great car to drive. I want to live in a safe neighborhood. I want kids to go to great school. That's it. That is all you want. Great. Outside of that, she doesn't need anything else. I'm like, thank you. This is the flat amount. And we've run our life for the last 10 years on the same monthly nut.
Client: Chris Dufey Format: Short form Published: 2026-01-04 Views: 618 Video: https://www.youtube.com/watch?v=wQOWDGDjn9s Runtime: 51 sec (142 words) The script, as delivered on camera We want to be able to do what I call smart nurture. Now, this isn't closing in the DMs. This isn't trying to pitch in, get a sale in the first email, you build trust in advance. So, when people hit your booking page, when people have a conversation, they're already leaning in. They're ready to show up to buy, not just being curious in it. Cuz when you have that on top of a clean sales process where there's no pressure needed, there's no gimmicks, there's no saying crap like there's only three spots left, horse manure. There's a simple process that helps serious buyers make serious decisions because when you have trust already built at scale, sales becomes easy. Because this isn't theory. We've helped coaches hit 50,000 to $250,000 a month with this system. Not once, not randomly, consistently.
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This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
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Client: Chris Dufey Format: Short form Published: 2026-06-11 Views: 366 Video: https://www.youtube.com/watch?v=CnxXqGibENg Runtime: 31 sec (73 words) The script, as delivered on camera $4 million of profit every year. Hair-free in his bank account. Then there is another coach where we use the exact model here and he's been able to add $177,000 of sales just in the first 30 days from the very get-go. And then another partner being able to add $100,000 cash collection and adding $35,000 of monthly recurring revenue all from using what I'm about to show you inside of this model.
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This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.
This script is on file. It is not printed on this page so the page stays quick to open. Ask and I will send it.