Hey, it's John Pimphy here. Welcome back to the Expansion Podcast. Thanks for tuning in. In today's episode, I have something very special for you. I'm gonna take you behind the scenes to one of my live events where I delivered a presentation in front of a room full of hundreds of my customers and clients. And I broke down this if you're watching it on the video version. This is my Momentum framework. It's a five-step plan for how I launch and scale every single one of my coaching businesses. I have used this framework to scale to over 40 million in online sales. It's incredibly powerful, and I break down every single step. Now, wherever you're tuning in to listen or watch this podcast, there should be a link somewhere around us here in the description box. You can get access to this along with a bunch of other client resources that I've got so that you can follow along. So with that being said, we're gonna roll the clip. I hope you enjoy it. There's some incredible stuff in this episode. For many of us in the room, this is the key to you breaking through. And you are stuck because you don't have momentum in your business. And when I say business, I'm talking about every area. I'm talking about the traffic that you're driving, the funnels that you have, the sales process, the offers. I'm also talking about your mindset and the way you think. Like everything's wrapped up and you're not getting the gears moving and getting momentum. I had um, I was in Ashford, my parents live in Ashford. Um it's not got the best reputation. Sorry if anyone lives there currently. But I was driving, uh sorry, driving, I was cycling home from the gym uh about 10 p.m. at night, it was dark, and this guy stops me. I should have been smarter. This guy stops me and asks me for the time. It's late, it's 10 o'clock, it's dark. I said, Yeah, no problem, I stop. And I I was getting some speed, by the way, and I pause and I stop. And I start to get my phone out, and it's just when it clocked, I thought, oh, this might not be what I think it is. And I get my phone out and I look up, and there's a six-inch blade in my belly, and he goes, Give me your phone. And in that moment, I remember just going, I I think he's bluffing. And it all just happened in like a second. And I just went, No. And then I and I went to cycle off, but I was in my highest gear. So I went, no. And I was just moving in slow motion, and this guy was no with his low plane. I was thinking, well, at least I've still got my phone, but I've lost my dignity. I did, I didn't have I didn't have any momentum, and I just kind of moved away from him really slowly. It was all a bit of a weird interaction. So this thing of momentum is key. Because if you're going if you're going if you're going at a pace in business where you haven't managed to get the wheels turning yet, you haven't experienced yet. Well, this thing's done its little poppy thing again. Hopefully, it'll be okay. Is that okay? That'd be all right. Just let it dangle, shall we? Yeah. Unless someone wants to come and talk to her. Um so yeah, this this this um this momentum in business, you you you haven't gotten to the part yet where it's more fun and it's more enjoyable because something's working that you can build on and do more of it, and then continue to get that momentum and get the wheels moving. And that's what I want for you. I think for many of you, you get stuck for it for a multitude of reasons. Number one, it might be lack of confidence, lack of confidence in yourself, your offer, what you have, uh, who you're trying to serve, your message. There's a whole host of reasons why your confidence is the thing that's keeping you stuck. For others of you, it's shiny object syndrome. You know, you're trying one thing, and then you're just about ready to launch, and then it seems like there's another answer, and so then you ditch everything and you start again. So you're constantly in this stop start. And it's your own fault in that one. You're just constantly stopping and starting and getting distracted by shiny object. Then it might be missing opportunities. You know, you're overthinking and procrastinating so that decisions then are made for you and you miss the opportunity and it passes you by. Well, you're just getting in your own head, you're getting in your own way. There's always an excuse, there's a reason why you're not doing it. There's a whole host of reasons why you're not getting into momentum. I want to help you to do that. And we're going to help you to do that. I'm going to help you to escape the trap of spinning your wheels and finally get into this momentum. So, what do you need to make that happen? Well, you need a map, you need a plan, and then you need a guide. I'm going to give you the map, I'm going to give you the plan, and I'm going to be your guide, and so is this event. We're going to take you through this step by step. And I think you already know this. Do you need to do it again? I think you already know this, but being at this event is not enough. If you come to an event like this, it'll get you excited, it'll make you feel good, you'll be, you're, you're, you'll get that feeling in the moment, but you're just going to go back home and you're most likely going to fall back into the same habits that you were doing before. You with me? Because we've been in these moments. You've been to in-person events or virtual events, and you've got fired up and you felt excited, and then you go back, and it's just like normal life just takes over again. And you didn't think you would, you thought it would be different this time, but it won't. So being here is a really good step, but you've got to commit to action and you've got to follow this map, and you've got to implement it and actually do it. Okay, you've got to commit to action. So, this is the map. Now, no need to take a picture because at the end I'm gonna give you a QR code that will give you the PDF version of this, and this is what we're gonna be working through over the course of the event. This is gonna be the basis upon which every presentation from all of the speakers is going to be based upon. This is going to be epic. This I have worked on. I told my expansion mastermind when I introduced them to this and the expansion version uh a few weeks ago now. I think I've spent in the last four months, I've clocked in more hours perfecting this. Because what this is, although it looks simple and a nice little rainbow of colours, this is actually taking the 10 years, the 35 million that we've generated for our business, the 122 million that our clients have produced. Like this is everything into a one pager that you can follow. This is everything you need to do. I I I went through so many versions of this blueprint and this map with my design team, sketching out different ways of doing it. No, that's too complicated. That's not actually what we do. Actually, now we do this. Let's make sure that part there is timeless and doesn't get stuck. So it looks simple, but this is this is really, really important. I think this is going to help a lot of you to finally get unstuck, to just look at a one-page one, you know what you need to do. Every action that you're taking in your business to get momentum should fit into this framework somewhere. Then there's an expansion version of this as well, because once you have momentum in the business, we follow the same map, but then we're doing slightly different actions, we're adding more things onto it as well. So that's really, really important that you understand that. For some of you in the room, you're here for momentum, meaning you don't have a reliable way of getting clients right now, you don't know where your next client's coming from, you don't have a reliable traffic strategy, every funnel you build breaks, and you're not at a six-figure run rate yet. Well, that's what momentum is for. But if you're already at a six-figure or multi-six-figure run rate and you've got funnels you can rely on, you've got client acquisition that you can rely on, and now you want to expand and scale, well, then there's different things that we do, but we build upon the same plan. Does that make sense? Okay. So we're gonna break this down step by step. The first thing that I've realized when, because I've been doing this now for so long, I've worked with so many clients, and we talked about traffic and funnels and sales, and people jump straight to that. We get there so quickly, when it doesn't work, we wonder why, and we blame the algorithm, we blame the video, we blame this, we blame that. So we're gonna break this down step by step. The first thing that I've realized when, because I've been doing this now for so long, I've worked with so many clients, and we talked about traffic and funnels and sales, and people jump straight to that. We get there so quickly, when it doesn't work, we wonder why, and we blame the algorithm, we blame the video, we blame this, we blame that. What I've realized is for most of us, we haven't got what I call your house in order. You haven't got your house in order. You're trying to build your business on a really uneven foundation. You haven't thought through the things that are needed for your business to be grounded, and so there's a few things that we have to touch on. So this is step one, okay? Step one is we get your house in order. And there's a few things that come into this. The first thing, and again, this is after working with just hundreds and hundreds of clients. The first thing we have to do is work on you. For some of you in the room, you realize this is the case. And for others of you in the room, you're wanting that not to be the thing. You're just really hoping that it's not. And I battled with this for a long time. You know, I used to do when people would talk about mindset stuff and all that, I was that person, like, oh, get out of here with all that woo-woo nonsense. You know, it just didn't make any sense to me. I don't need to think and I just need to just do, just give me the traffic. But I have realized over time just how important this is. If you're lacking confidence, here's just an example. If you're lacking confidence in your price point, in the avatar that you're trying to attract, in your value, can you actually do this? Are you actually good enough? Like if any of these thoughts start to invade your minds, knowingly or unknowingly, what'll end up happening is your traffic won't work, your funnels won't work, and it's only because you're not confident. And because of that lack of confidence, you're not actually writing your copy properly. You're not you're not putting things out there fast enough. You're procrastinating and staying inside of these little comfort zones because it makes you feel good, because getting out of the comfort zone activates the fact that you don't think you're good enough, you're not confident in your offer, and so on and so forth. So, this is absolutely paramount. It's really important. So I'm gonna take you through the map, and then as we go through the three days, we're gonna be diving deep. So that's the first thing. We've got to work on you. What else do we need to do to get your house in order? Well, over here, we need your offers. And I say offer singular. I'm gonna talk more about this in a minute, but for many of you in the room who are trying to get momentum in the business, you are actually causing yourself problems and slowing down the momentum because you've loaded up your offer menu too much. You've got too many things and no one's buying any of them. So why have you got so much? And we often do this, and it's a mistake, and I really hope you write this down. If you have your first core main offer and that's not selling, so you think, well, no one's buying that. So maybe I'll add a second option. Because then surely now, if they see that one, don't want that one, then they might want this one. Okay, no one's buying that one now, so maybe I'll add another one over here. And you start to build out this offer suite, and you're going in the complete wrong direction. You need to find out why did someone not buy the one you already had? Because there was a problem there. And adding another offer is not gonna fix it. Adding another offer is not going to fix it. So you need to have one offer and one offer only. You need to decide what price point you're going for. Are you going mid-ticket and you're gonna sell a thousand dollar course? Are you going high ticket and you're gonna go into three, four, five, ten, twenty thousand or beyond? Are you gonna go low ticket? I don't recommend that, but are you gonna go low ticket? You if you pick one of those, you can make them all work. There are buyers in your market for all of those. So if one of them's not selling, doing another one is also not gonna sell because you haven't got the messaging right, you haven't got the positioning right. Is that making sense? Tracking with me? Yeah, four people? Any more anymore? Okay. So that's the offer. Then we're here, we've got brand. This is more important now than it's than it's ever been, actually. There was a time, I mean, five years ago, six years ago, where uh and then everything before that, we didn't really need to focus on brand. It wasn't that important. You know, you could just slap up a funnel page, didn't even have a logo, just a headline and an opt-in button, and someone would opt in, go to a video, and they'd buy something. Like that used to be the the the play. Where we are now, branding is really, really important. Branding's critical now. Not just visually the way you represent yourself, but your voice, your tone, the way that everything connects in your business, the way that you build your authority and positioning in the marketplace, this is actually really, really important. And it's another reason why we're gonna talk about it over the course of the three days. Then over here we got ops. Okay, over here we got ops. Now, this is the operation of the business. Now, when you're in that early stage and you're trying to get momentum, this might just look like tracking your numbers, knowing your ruddy numbers, the amount of clients I speak to, and it's like there's chaos here and there's chaos there, and that's not working, that's not working. Okay, and I ask them for three simple numbers and they don't know them. You've got to know your numbers, you've got to track them. How many clicks are you getting? Where are those clicks coming from? How are they interacting in the funnel? What's your email marketing backend looking like? Just a simple tracking sheet where at least you can just have a one pager where you know the numbers in the business. Because otherwise, you will get stuck in this just chaos because you're just throwing spaghetti at the wall and nothing's really sticking, and then you don't know why because you're not measuring it, you're not making what I call data-driven decisions. So you've got to start to track your numbers. Really, really, really important. So this makes up getting your house in order. Okay? Everyone tracking with me so far? We don't really move on to thinking about traffic and funnels until we feel like we've worked on us and the areas that are blocking us. We've got our offer in place, we know what we're selling, we know how we're selling it, we know who we're selling it to, and we know what price point we're selling it at. We're gonna talk more about this over the course of the three days. Then we put some branding over the top of that, and then we make sure that we're just getting a little operation in place so that we're actually got some uh data that we can make decisions on. That's your ops. And it's not until that happens that you get to leave your house and go and start thinking about traffic, okay? That says traffic, by the way. So you it's not in you're not allowed to leave your house until you've got it in order. All right. Now, I'm gonna move on to the next step, but I will give those of you in the room that are at the expansion level now uh the extra add-ons because there are a couple of things that kind of stem off from the offer, and there's something that stems off from the ops. If you already have momentum in the business and now you're looking to expand what you're doing, well then over on the you stuff here, this just becomes a new version of you now. You do realize that, right? As you grow and scale your business, you you you get achievement in your business, which is great, you achieve the stuff you're looking for, but tied with that is transformation. It's really cool how that works. So as you propel forward in the business, you get more results, you start to transform. Not just transforming the lives of the people that you're helping, but you actually up-level, you learn new skills, you become a new version of yourself. And if you're um paying attention to that, it actually becomes quite exciting. It becomes pretty cool because you don't want business to get boring, and that's actually an area where it won't get boring because you're constantly up-leveling and challenging yourself. So that's this is where it now becomes about leadership, decision making, the way you think about your business, the way you conduct yourself. Ops over here, it basically breaks off into two things. The first thing it breaks off into is MM, and MM is metrics and monitoring. If you're at momentum stage, you've got to have a simple dashboard where you're starting to track these things. If you've got momentum now, and maybe it keeps like stopping, you know, it's like you you you felt like you had some momentum, you had some clients, you had some funnels, and then it was like one step forward, two steps back. And so you you kind of got momentum, but you're not really sure if it's sticking around, um, then this is where now we have this is probably one of the reasons why that's happening. Because you're not tracking the right numbers, you're not monitoring the right numbers. Because we track, and then based on what we're tracking, we make decisions because of the way we're monitoring. So this might look like now having multiple tracking sheets: your acquisition uh activity, the way you look after your clients and the customer service, your operations, you have a different tracking sheet for everything. So in expansion, this is added, okay? And then the other piece is team. How many of you in the room, by show of hands, already have, let's say, a small team of three people or more? Anyone? Yeah, awesome. This is this that's exciting. That's really exciting. So then it becomes about building out a team, people that can help you, assist you, but you've got to find the right people in the right seats. So you've got to get yourself out of the business in the areas where it would be better to delegate and keep you in the business where you're providing the most value. So again, one of the reasons why we struggle to expand is because some of us have started growing a team, and what ends up happening is you hire a team and your profit goes like this, you know? You're just like you're you're ready and excited, you've got momentum, and now I'm ready to go ahead and explode and expand. And so you start hiring a team and doing this, and it's like the business just takes a dive, you know. You might have the wrong people in the wrong seats here. Um, so that's something that needs to be spoken about. And then over here at offers, I've got to be careful because this could take me a while because I quite enjoy talking about this, but you've got horizontal offers and vertical offers. When you're looking to expand, now you go beyond the one offer and you do start to bolt on other things. Okay, so you when you're getting momentum, when you're going from where you are now to a multi-six-figure run rate, you just need one offer. Like, seriously. You you could get actually you could get to 50k a month. Some of our clients go to 100k a month with just one offer, you know? So you can actually start to scale to some really big numbers with just one offer. But when you're gonna build out your offer suite needs to be because the first one's proven, and then you can add on more. But how do we think about it? Horizontal and vertical offers. Can I walk you through what that means? Yes? Okay. Is this helpful? Yeah? Okay. So when we add on more offers, we need to be strategic with why we're doing it. We don't just want to add another offer for the sake of it. It needs to be a purpose, it needs to be a reason. So let's imagine that this line here represents your avatar level. Got zero there, and these are your avatar levels. And this over here is your delivery level. Okay? And we've got different levels along here. Essentially, starting at zero on avatar is your avatar at the very early stage. They don't even know they have a problem yet. So, for example, I help coaches and experts and service providers to grow and scale their business. So I'm I'm getting an avatar slightly further up, the avatar level, because they already know, they've discovered that, they've gone through the levels of discovery. My my avatar, my perfect avatar right now, if we trace it all the way back to before the business was even an idea, before they realized they had a problem, whatever the case would be, well, they're back here at zero. Okay? And then delivery level is how much am I giving to that client? So zero on delivery would be, well, I'm giving them absolutely nothing, not doing anything. Coming up here slightly might be I'm putting some free content out on YouTube and I'm helping those people that way. And then of course it continues. Maybe you've got a low-ticket offer, and then that gets slightly more expensive: $100, and then $500, and $1,000, and $10,000, and $20,000, and then you've got your highest delivery level over here. Everyone tracking with that so far? Yeah? So when you picked your first offer, you positioned it somewhere on this chart. You decided what type of avatar do you want to speak to? Right here, they've they didn't even know a coaching business existed, and then they moved up through the ranks. And at the very top, maybe that's like one of my Titans in Titan Mastermind, and they're doing a million a month, right? So they're at the they're they're at the top of the avatar ladder. That's that's the the top of who I would be going out and attracting with with my marketing, and then there's everything in between. So I'm picking, okay, where's the avatar level? Okay, it's a it's a coach who hasn't got momentum yet and is struggling to get their stuff in order, but they've got a good, they've got a good product and they've got a good idea and they they know who they can serve and they've they've they're taking massive action. They've been at this for a few years, so so I'm gonna pin myself about here. And then how do I want to serve those people? Do I want to start low ticket or do I want to go super high ticket to start? And so you're as you'll know, we we we often position ourselves about there. We position ourselves for kind of a higher ticket offer. Maybe this is, I don't know, let's say $5,000. So it's a higher ticket offer servicing um people slightly further up the avatar uh level, and then we're coming over the higher ticket side of the delivery level. So this is our first core offer. Once we have that and we start to bolt on different offers, you need to be strategic about why and when. Because we can go in a few different directions, okay? We can kind of sprout off from the offer that you've already got. If you want to scale, you've got a few decisions. You can go after the same avatar as you're going after here, but at an earlier stage. Yeah? Same avatar, but earlier stage. And so we're gonna go. Well, I'm I'm gonna go ahead and um help people down here with a new offer, and it's it's going to help people who uh don't know about the coaching business yet. They've never been exposed to that yet. So I want to create a business opportunity product that will open up their minds to the fact that this opportunity is available. And then if people come into this and they get the result there, then they might be able to move up into my core offer. And then once they get the result here, maybe they move up into my next offer as well. You tracking with me so far? Yeah. So it might be that I say, Well, I've got I've got this core offer here. Once they get momentum, then they move up well, and I and I do, it's called expansion. So then they can move up into our next one called expansion once they have the result. So you start to bake into your offer suite the fact that as they get results, they can move up through your value ladder. And then, of course, we can sprout off the other way. We can say, Well, this offer. Here is servicing people at this avatar level. I don't want to change the avatar level, I just want to change the vehicle that I'm helping them with. I've got a 5k offer here. Okay, I want to bolt on maybe a thousand dollar course. Same avatar, but I'm gonna do a thousand dollar thing. And then what I'm gonna do is I'm gonna go out there and do a webinar that sells this, and some people will come and find this. That'll help with my acquisition costs for my advertising, perhaps. And some people will go, do you know what? I love that offer. That was super cool. I want to come and get the proper help in the bigger program. I want to be able to uh I wanna I want to get closer to John and the team or closer to you and your team, whatever the case may be. Now you have these two offers. You target this avatar here with your marketing, and now you have two offers and they can decide. I'm gonna learn the same thing, but do I want to learn it with a thousand dollar course because I'm a little bit nervous and I don't want to spend too much at this point, or do I want to learn this from you know uh John, but I want to pay a bit more and get closer to him. Same thing over here. You could have a really, you know, uh high-ticket offer, maybe it's $25,000. It's the same avatar helping them with the same problem, but you have a much higher ticket program. So between this, you can start to create the map of what your offer suite starts to look like. Is this making sense? Awesome, great stuff. So I spent too long on that, but I think I wanted to make sure that we understood that. So that's uh uh horizontal and vertical offers. Once we've got our house in order, that's when we can move to step two. Oh, I that was pointless, wasn't it? Let's do this. So then we move to step two. And step two is now when you can go out there and start getting your traffic, and there's a few different ways that you can do it. You can buy it, you can build it, or you can borrow it. When you think about traffic, everything falls into one of those three categories. We're either gonna go out on social media, we're gonna run some ads, we're gonna do Facebook, we're gonna do Instagram, we're gonna do LinkedIn, we're gonna do Google, we're gonna do whatever the case may be. We're gonna go out and run some traffic and we're gonna pay for it, we're gonna buy it. This is a way of getting traffic quickly and easily. None of you in the room have a traffic problem. You do realize that. It's a conversion problem that you have. You don't have a traffic problem. When you say, I can't get traffic and I can't get enough people to come see my page, that that doesn't make any sense. Because you can spend some money and you're guaranteed to get traffic. So we don't have a traffic problem. The problem is that your messaging isn't right, you're not speaking to the right people, and you're not getting the conversions in the funnel. So you actually have a messaging and a conversion problem, you don't have a traffic problem. We can all go to Zuckerberg tomorrow and we can buy some ads. Because that's the first option. Second option is build it. And I've got a traffic panel coming up tomorrow, and we're going to talk about a bunch of different ways that you can build traffic. How can you build an audience on LinkedIn? How can you build an audience on Instagram? How can you build an audience on YouTube? It's a slightly longer play, but you have a really solid, high-value audience that you can go out to again and again that know you, like you, follow you, and trust you. And then when you do call to actions, they pay attention. It's really, really cool. Then you've got borrow it. And borrow it traffic is where we go out there and we find people that already have the audience that we want, and we find ways to weave our way in and borrow that audience. That might be finding the podcasts in your industry, people that already have a podcast with listeners that would be your dream clients. So then we connect with those people, we build those relationships, and we attempt to borrow that traffic. Same thing here with um uh you know the the these events. You know, it's getting on other people's stages, virtual stages, webinars, in-person stages. It's finding people that have the audience and uh and getting in front of them. So we're gonna talk more about this tomorrow. Tomorrow is all about traffic. We're gonna dive a little bit deeper into all of these, but what I will say for now is that you should put it in your notes. We're in a time right now where you should really think about having a strategy for all three of these. Yeah? Anything you could do with traffic falls into one of those three categories, and you need to be having something that you're doing on a regular basis to tick these three off. Paid ads are great, but they're not getting any cheaper. So they're still great to scale and scale fast, but we also want to make sure we're building an audience that we can balance that with, and then we've got these opportunities where we're partnering with people and having a good um uh, you know, getting in front of audiences without having to pay. These two take a little bit more time. This is quicker, this makes up your full strategy. Tracking with me? Make sense? All right, very cool. Once we've done that, then we get into step three. And step three is really, really important because in step three, we're now talking about what is your marketing that you're sending all of this traffic to. We're buying it, we're borrowing it, we're building it, and all of those clicks need to be going somewhere. And so let's draw out a little funnel here. Awful looking funnel. You can see that I am not an artist. So then at the top of the funnel, when all of that traffic's coming in, we're borrowing it, we're building it, we're buying it. At the very beginning, we need lead capture. All of that traffic is going in through the front door of you collecting at least a name and an email, but maybe a phone number as well. And just for what it's worth, and it might not be the same in every industry, but when we bolted on asking for a phone number on our opt-in pages for lead magnets, webinars, you name it, we didn't see a reduction in opt-in. If you make it optional that they can fill that out, then every, you know, I mean, about 70, 80% of leads will just give you the number. And so now it's a much higher value uh lead. We didn't pay any more for it. So, really important uh tip to mention there. But everything comes through here. So then all of these leads are coming out of your lead capture, and we'll talk about what we're gonna do with those later. But you're building your list, you're building your audience, you're capturing leads. If you're doing something right now in your marketing where you're pointing the attention that you're gaining into something that there's no lead capture in the beginning, you're missing a trick. You're losing a lot of people because most people won't make a purchase or perform the action on that first interaction with you. It's gonna take a little bit more, and so we need to be able to follow up. But then after we capture the lead, where do they go next? Well, then we need to have our conversion vehicle. If you've got a lead magnet right now, and um you you're doing the steps I've pointed out uh up until this point correctly, where you're driving traffic and you're buying it, building it, borrowing it, and you're sending that traffic to lead caption, so you've ticked all those boxes. But then after they opt in for the lead magnet, you take them to that dreaded page that just says, Thanks so much, check your inbox, bye. If that's the next page, you have missed one of the most profitable opportunities in the whole business. Because that page there, after they opt in for something, is where 100% of your leads are gonna see that page, and it is only a drop-off from there. Does that make sense? People opt in, everyone that opts in sees that page. Now they're on your list. When you follow up and you send them more uh emails and content and things to click on and things to look at, you're never gonna have 100% of your list seeing something ever again. It's gonna be subsections. Does that make sense? Yeah? And so this next page is super important. After you capture the lead, you've got to do something with them. Do something with them immediately. This is why I love webinars, because they're they're tied together perfectly. Someone opts in for the webinar. So you get the lead, you get a high value lead because the intent is really strong, because they opted in for a uh not something quick and impulsive like a lead magnet, but they actually intended to be uh uh um participating in in a webinar. It's a higher value lead, and then the webinar is the conversion vehicle that provides more value, connects with them more, and then makes an offer out the other end and they're they're tied together. This will allow you to turn your advertising dollars into revenue within a 24 to 48 hour period. So it's really important these two are tied together. Then we have a decision to make. A decision to make on the offer that you're starting with. Are you gonna do a one, a one-to-many offer, or are you gonna do a one-to-one offer? One-to-many would be attracting customers. That'll be attracting customers. One to many would be we're not doing a sales call now. We're gonna finish a webinar, and at the end of the webinar, we're gonna make our offer, we're gonna tell them what the product is, we're gonna add a few bonuses, and then we're gonna give them the price and give them a link to go ahead and purchase. That would be a one-to-many sales presentation. What we can do as well is have a one-to-one. And this would be us attracting clients. So, depending on what you've decided to do, when we just looked at the the offer suite chart and how we think about deciding on our price, you might decide, John, I don't want to do one-to-one calls, I don't want to be on the phone, I don't want to do high-ticket, maybe you're not quite confident enough of that yet. I want to just sell a thousand dollar course and I want to start there. No problem. And start there. But your goal now is to learn how to create an incredible webinar presentation that positions you properly, that provides value, and makes an offer out the other end without the need to speak to someone. We can teach you this. It's awesome. One-to-one. You might decide, hey, I don't want to do that, I don't want to spend time going through the lower ticket stuff, I just want to go straight for a high-ticket client. Great. Then what you need to learn is how to put a webinar together that positions you correctly, provides value, and then makes an offer to speak to you on the phone. And then you close. All right. So customers and clients. If, and forgive me, we're going a little bit advanced here, is it okay if we go a bit more advanced? Is it okay? So if you're starting with one to many, I'm conscious I don't want to overwhelm you in the very first session of the of the event, but if we're going one to many and we're starting with customers, the bigger game plan for you would be to then create a system to turn those customers into clients. So this can be your starting point to get momentum. And once you have momentum, part of your expansion plan should be how can I uh deliver to these people so well that they love it, but I also create a path to now move up and become a client. So we're starting to pick up back-end revenue now. We're increasing LTV, lifetime value of the clients that we've got. And if you started with clients, you started with a high-ticket one-to-one offer, then you might also want to include that. As you progress with your expansion plan, you might want to find a way to turn clients into customers. And this is how we start to build out the expansion plan. All right? Everyone track with me so far? Okay, so we've got customers and clients, they're coming down into the next stage, and we've got leads, and they're coming down into the next stage, which, by the way, we've just covered two, forgive me. That was step four. So step four is the sales part, step three is the lead capture and the vehicle. And then we move down to step five. And step five is now where we go into nurture and conversion. Nurture and further conversion. Okay? So what's gonna happen is you've got your leads coming down from your lead capture. So you so you you've got your little bucket here of emails, and you've also got your customers and clients coming down, and we've got delivery. So we're delivering for those customers and clients, and we've got your email list building, you've got your warm audience building, which by the way, becomes something of a fourth traffic source. You could kind of put it under build it because you have built this list, but obviously it's it's slightly different to how we're doing it on social. This here becomes an incredibly powerful traffic strategy. You'll get to a point where you've built an email list up to a point where you can send one email, click send, it goes out to thousands of people, and you make a bunch of sales. It's like the closest thing to push button money that actually exists. Most of those things don't exist. There's the closest thing to it. You build a list of raving fans and you sell something or offer something to them and then they buy. So, what do we do to nurture these people? Well, the first thing I want to point out, and this is really critical, is if you are thinking in your business right now about what we would call top of funnel. So we just talked about the attention, the clicks, the traffic that you're getting into your funnel, that's top of funnel. If you're only thinking about the people you're putting in top of funnel, what's happening with them as they come through the process, and whether they buy or not, and that being the end point. And then going, okay, well, I haven't got a high enough conversion on this now. So what I'm gonna do is I just need to go ahead and get more traffic. So you just start the process again, and you're constantly getting more traffic, putting it through, did it convert no, more traffic, put it through, did it convert no? And if that's a process you're stuck in, that will actually be one of the reasons why you're struggling to get momentum. Okay? Because what you're not doing is thinking about all of these people on your email list that have raised their hand and said, I'm interested, Matt, I like your business, I like the sound of this, I like the messaging, but I just didn't buy yet. And even if you have a small list, let's say you've got, I don't know, let's, 139 people here, and you think that's just built over time. I've got two people here and four people there, and 17 people there, and over the space of a few months, I've got a hundred and thine people. If you look around you now in this room and you imagine what a portion of this room would be, about 139, I mean, real people with thoughts, feelings, emotions, desires, pains, they're not all gonna react to the same uh information that you put out to make a buying decision. So you've got 139 people down here that are being ignored while you go back to try to find more fresh people to hopefully buy your thing to deliver to. So this is building, this is building, but you're forgetting about it, and it's an incredibly valuable resource for us to follow up with. Tracking with me? Yeah? No. Tracking with me? Good? Okay. I hope I'm not giving you too much too quick, but I want to just give you the full map and then we're gonna pick it apart as we go through the next three days. So we've got 139 people on the list. Well, the first thing that we can do is we can follow up. And it should be the first thing that you do. You've got people coming onto your list, it's part of your process that yes, you tried to find more traffic, but the people that are already on your list, you're gonna go ahead and follow up with them. Maybe you got some phone numbers from the opt-in. Maybe you had them book a call with you and then they didn't show up. Maybe they go onto your pipeline and you check in with them as to why they didn't show up later on down the track. Maybe you had a sales conversation. This is an important one. You had a sales conversation with someone, they didn't buy, but you got on really well with them. Don't forget about that person. In 30 days' time, check in and ask them if they're still struggling with that issue and whether they're still looking for help. Just sending that one simple email to a really good hot lead might be the thing that has that lead return and go, you know what? Yeah, it's been 30 days and I still haven't done what I said I was gonna do. I think I do need some help. You're right. Let's talk again. That could be another $5,000 client, $10,000 client sat there on your email autoresponder that you were just ignoring. There could be some buyers in there, and we just have to make it part of our process to follow up. Yep, make sense? Yes. Okay, next. Value. We also want to maintain a good relationship with these leads, so we're providing value to them as well. And there's a really nice way of doing this, which is that I send emails to my list that then point them to my YouTube channel. Because I want to build my YouTube channel as a traffic source, and so I'm already doing that, I'm already uploading videos there, I may as well use that as the content that I'm sending to my list. So I provide value by not promoting anything, not selling anything, I'm just sending emails to my list about some value. Okay? And the last one is second chance. Second chance. This is where if we're following up, it's with a slightly more hotter lead that actually performed an action in your business but then didn't make the final one of buying something. A second chance would be where you send out an email to everyone in your list, everyone in your audience, and just give them all a second chance to come back and hear about the funnel that they already heard about not too long ago. For some people, they'll join your list, they'll watch your webinar, and they won't book a call because they just didn't see the value, didn't see the need, right there and then in that moment. But then they get an email from you 30 days later reminding them about the webinar, giving them a chance to come back. I guarantee you, some people will go, hey, do you know what? Let me let me take that webinar seriously. Let me let me check that out again. And they come back and they watch it a second time. And for some people, it takes watching it a second time and the fact that it's been another 30 days, maybe 60 days, maybe more, and they still haven't gotten the result in their business where they go, Yeah, probably should work with Fez now and sign up to his program. So take action the next time. So you do a second chance, and all of these things are designed to move people back up into the conversion vehicle that you already had there. Make sense? Yep, great. Then over here on delivery, we're gonna get a little bit, again, a little bit advanced, but I think this is super cool and it's important to point out. If you want to master the process of delivering for your customers and clients and then increasing lifetime value, what you want to think about is two things. Number one, we do, these are salt and pepper shakers. I feel like I have to tell you because my drawing is so terrible. What we're gonna do is we're gonna season the delivery with um mentions of the other things that you have. So rather than just delivering a course, if you've got a thousand dollar course, rather than just delivering it and feeling like, gosh, I couldn't possibly say um the name of another product I've got or allude to the fact that I have coaching, because isn't that gonna make them think that they're not getting value for what they just bought? And we overthink. And I used to do that, I used to overthink it, and then I realized, oh, no one actually cares. I remember going through um a course by Frank Kern. Uh anyone a Frank Kern fan? Yeah, one of the OGs. I'm doing my best to get him here. Let's hope for next year. I'm really trying. Um, so I remember going through one of Frank's courses. Thousand dollar course, paid for it, I knew what I was getting, started going through the content, and he kept mentioning that he had this higher ticket thing that was where you could work with him and his team closer. And he mentioned it quite a number of times throughout the program. Did I feel like the content was any less valuable because he was doing that? I actually didn't. Furthermore, I actually appreciated it because I wanted to know what else was available in case it was the right thing for me. So he had seasoned the program with mentions of what's next, and I actually found that helpful. I actually liked it because if I was ready for it, then I know it's coming. Um it's not a surprise to me. And I could even reach out to his team and ask about it. So we season our programs with mentions of the other stuff. It's really important. The next piece that we do to master this is people come to you. Let's, for the first time, use a different color, that'll be exciting. We've got a problem, then there's another problem over here, and there's a solution in the middle. And this is because when they come to you and they buy your program, they come with a problem. Whatever that problem is for you helping and serving your audience, your avatar, they have a problem that your program and your service and your business can help them to solve. So to master this process would be to help them, though they come to you with a problem, you help them with that problem, you get them the solution, the solution creates the next problem. Because they're moving up the avatar ladder. This is where you see it starting to all come together. Because if they didn't want to just stop at the next solution, but there was another level for them, and there's more that they want to achieve, and they were stuck at one part of it. Well, now you've helped them get the solution, they're happy, they're delighted, but now you've unlocked the next problem. For me and my business is when we help our clients get momentum. Well, now they've got momentum, they're super excited, they're a six-figure coach, well, now they want to get to seven figures. It's a different terrain. Now it's team building, now it's leadership, now it's getting yourself out of the day today, now it's tracking the right numbers, now it's getting in the right rooms. So I've created the next problem. You see how that works? So you need to do that in your business as well. Problem solution problem. All right? And then got our final piece with our last two minutes, and this is the extra expansion stuff as well here. So we've got step six. And when you are at the expansion level, so you've got momentum already. I need to make this clear you should not be doing this yet, unless you are already 20, 30, 40k per month in the business. You shouldn't really be thinking about this next step. But we basically Just do a couple more things with our email list. And the first thing we do is we're looking for JVs. So we're looking for strategic partners now because that is a way to increase the revenue that you're generating from your business, from your audience, from your email list by partnering with other people that have complementary offers to you. Not competing, but complementary offers. You share the same avatar, but you serve them slightly differently. So you can do joint ventures now and do a promotion out to your list, promoting their product, and you can do a revenue split. And then the last thing is gift box funnels. We haven't got time to go into this, but we will touch on it as we go through the next three days. But a gift box funnel is where we now take the same offer that you already had and you wrap it up differently and then you re-offer it to your audience. So here we're doing a second chance. We're saying, hey, you opted in for that for that webinar and it's been 30 days now. Do you want to come back and check it out again? Well, that's a second chance to the same vehicle, the same thing, the same offer out the other end as well. So what I'm gonna do is I'm gonna say, okay, well, that webinar was gonna be offering a $5,000 coaching program. I'm now gonna wrap it up differently, and instead of a webinar now, I'm gonna do a VSL or I'm gonna do a challenge. I'm gonna do something different. The wrapper's gonna be different to draw them in, but once they go through that process, it's the same offer being sold out the other end. Does that concept make sense? Yeah? Cool. I hope that was helpful, and I will see you again later on today.