Latest / Success Story with Scott Clary / Yuri Elkaim - Founder of Healthpreneur | Building An Empire Against All Odds

Transcript

Yuri Elkaim - Founder of Healthpreneur | Building An Empire Against All Odds · Success Story with Scott Clary

• 0:00
  I lost all my hair to an autoimmune condition at 17 years old.
• 0:03
  It was a good kind of kick in the butt to just start reflecting on like, why did this happen?
• 0:08
  And then what could I do to improve it?
• 0:09
  At 17, he was a rising athlete.
• 0:11
  But one night after practice, his body betrayed him.
• 0:14
  His breathing was labored.
• 0:15
  His body breaking down in ways he couldn't understand.
• 0:17
  Then in the shower,
• 0:18
  clumps of hair falling out in his hands.
• 0:20
  Weeks later, he was completely bald.
• 0:22
  Doctors had no answers.
• 0:24
  I actually played pro soccer my early 20s when I graduated.
• 0:26
  25, I came back to Toronto,
• 0:28
  and then I went back to school to study holistic nutrition.
• 0:30
  That was the moment that changed my life.
• 0:32
  Literally in two months, I regrouped all my hair.
• 0:34
  The biggest mistake people make is they're trying to be liked by everyone,
• 0:37
  and it's the single biggest reason they fail in business.
• 0:40
  Because they don't say what they want to say,
• 0:43
  because they're afraid of stepping on toes.
• 0:45
  For years, he searched every possible treatment.
• 0:47
  He was told to manage his symptoms, not to find the cause,
• 0:50
  but he refused to accept that fate.
• 0:52
  Instead, he did what no one else could.
• 0:54
  He cracked the code.
• 0:55
  Advertising is almost like using Facebook or Instagram
• 0:58
  as your personal blog.
• 0:59
  It's just people see your stuff more often.
• 1:01
  Like you're paying for visibility,
• 1:03
  what you don't get necessarily are the conversion.
• 1:05
  But the problem with organic is that it tastes forever,
• 1:08
  not everyone sees your stuff,
• 1:09
  and every platform is paid a play.
• 1:11
  If you can learn that game,
• 1:12
  it's one of the fastest ways to grow a business.
• 1:14
  Today, he's a New York Times bestselling author,
• 1:16
  a trusted health expert,
• 1:18
  and a man on a mission to help 100 million people
• 1:20
  by 2040 reclaim their health.
• 1:22
  This is the raw, unfiltered truth of your real kind.
• 1:28
  Welcome to success story.
• 1:30
  I'm your host, Scott Clary.
• 1:31
  The success story podcast is part of the HubSpot podcast network.
• 1:34
  HubSpot not only supports the show,
• 1:36
  but they support entrepreneurs.
• 1:37
  That's why it's such a huge fan of HubSpot.
• 1:39
  And I'm very grateful for HubSpot for supporting the show
• 1:41
  because they help entrepreneurs.
• 1:43
  And as a fellow entrepreneur,
• 1:45
  I know it takes a lot to grow your business,
• 1:46
  a lot of audience attracting,
• 1:48
  a lot of sales, a lot of marketing,
• 1:51
  a lot of lead scoring,
• 1:52
  a lot of channel management, a lot of content,
• 1:54
  a lot of long days, late nights, a lot of weekends,
• 1:57
  a lot of wishing there wasn't easier way.
• 1:59
  But there is with Breeze,
• 2:00
  this is HubSpot's new collection of AI tools.
• 2:02
  It's easier than ever for marketers,
• 2:04
  for entrepreneurs to attract audiences,
• 2:06
  to increase leads,
• 2:07
  to score customers,
• 2:09
  and to close deals fast,
• 2:10
  which means pretty soon,
• 2:12
  your company will have a lot to celebrate.
• 2:14
  Visit HubSpot.com slash marketers to learn more.
• 2:21
  I'm excited to do this today.
• 2:23
  It's going to be a lot of fun.
• 2:25
  I think that if we look at your career
• 2:27
  and you went on this journey
• 2:29
  from pro-athlete to health expert,
• 2:31
  to business coach,
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  talk to me about a major inflection point.
• 2:35
  There's obviously been many,
• 2:37
  but something that really stands out
• 2:39
  in your mind,
• 2:41
  there was a wake up call,
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  pushed you down the path that you're on today.
• 2:45
  Yeah, I'd say the first thing
• 2:47
  is,
• 2:49
  probably the most notable one,
• 2:51
  is the fact that I lost all my hair
• 2:53
  to an autoimmune condition at 17 years old.
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  So my dad's Moroccan,
• 2:57
  I had really bushy eyebrows,
• 2:59
  you know, longer brown hair,
• 3:01
  hair all of my body,
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  Sasquatch level.
• 3:05
  It was actually nice and to lose all my hair,
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  even though a lot of people said it must have been really hard.
• 3:09
  You know, for a moment it was,
• 3:11
  but the reality is that,
• 3:13
  I didn't know why it happened,
• 3:15
  so that's really the best thing
• 3:17
  in the butt,
• 3:19
  to just start reflecting on,
• 3:21
  like, why did this happen?
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  And then what could I do to improve it?
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  And so that really led me down that path
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  of going, you know,
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  down the rabbit hole of health,
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  and going to school for kinesiology and health sciences,
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  and then nutrition.
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  And that, I mean, that really was the starting point
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  for this journey. Like, I wouldn't really be where I am now.
• 3:39
  I don't think if that hadn't happened.
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  And so,
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  although a lot of people,
• 3:45
  really hard,
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  I think I had a pretty good head on my shoulders
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  at the time, where I was like,
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  well, it's only hair.
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  People of way worse.
• 3:55
  And I look, I always kind of look at things in my life
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  is, how is this happening for me?
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  What can I learn? How can I grow from this?
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  And, you know, when you,
• 4:03
  hindsight's all of 2020,
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  so when you look back over everything, it's like,
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  everything happened exactly as it was meant to be,
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  because it put me on this path.
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  So yeah, so that was 17,
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  everything, but gaining so much more of the process.
• 4:15
  That is a tough age.
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  I can, I can understand why people project on you.
• 4:19
  Oh my god, that would have been hard,
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  because I can only imagine at 17,
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  that's not something that you want to be going through.
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  But I do understand, like hindsight's 2020,
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  if it didn't happen,
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  I wouldn't have pushed you down the path that you're on right now.
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  Um, even that event,
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  it was sort of, uh,
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  an eye-opening event,
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  because it showed you that what a lot of people know
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  about health and nutrition,
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  um, only accounts for a very small amount of our health.
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  I mean, if something like this happens,
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  there's no playbook,
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  there's no rulebook for how to treat it.
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  This is something that I'm assuming
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  with sideline most doctors,
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  GPs, family practitioners.
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  So what was the thing that you learned about health,
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  wellness,
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  healthcare,
• 5:01
  medical system, um,
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  that you wanted to solve for when this autoimmune disease
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  basically got rid of all your hair.
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  It's such a young age.
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  Two things. One, I was, I was really fit,
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  because I was, I was trying to be a pro soccer player.
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  That was my whole teenage existence was like,
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  I'm going to play pro soccer.
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  So I didn't, I didn't distinguish the difference between
• 5:19
  being fit and healthy.
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  So I was fit, but I wasn't healthy.
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  I was tired all the time, sleeping half,
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  half my days pretty much 12 hours a day
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  between naps and sleep at night.
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  I thought it was because I was active.
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  But the reality is my body was just like worn out
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  from dealing with years of garbage.
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  I'm talking about the standard American diet,
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  all sorts of shots, antibiotics,
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  the whole bit.
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  And I think my constitution was maybe a little bit
• 5:43
  more susceptible to just going a little bit haywire.
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  So I'm not saying those exact same things
• 5:47
  would happen to someone else.
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  But in my case, they did.
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  And so as I started going down the rabbit hole
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  of trying to figure out like what's going on,
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  the, the only thing we knew at the time
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  in terms of like what my, what my parents knew was like,
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  let's go to the doctor.
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  And so I started to really quickly see that
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  the alopathic community was completely clueless
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  with respect to how to deal with this.
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  And it got to the point where,
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  I mean, it didn't even get to the point.
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  It was like the first course of action was,
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  let's, let's inject some cortisone into your scalp.
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  I'm like, that's never going to happen.
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  Like that's not solving the problem.
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  So when I went to, you know, GPs or immunologists
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  or, you know, the whole spectrum, like,
• 6:31
  all those solutions.
• 6:33
  And that's when I started, you know,
• 6:35
  we started opening up doors into more of the alternative.
• 6:37
  Right? So a traditional Chinese medicine,
• 6:39
  naturopathy, all sorts of different practitioners.
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  And there started, we started seeing some better results there.
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  But still nothing was really,
• 6:45
  when you have alipusia universalis,
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  which is like total body hair loss,
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  the recovery is like less than 10 percent
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  in terms of like, you know, regal in your hair.
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  So we had tried some stuff.
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  And, you know, some of the stuff was a bit better than others.
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  But I like the fact that it was more root cause
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  as opposed to let's just inject cortisone in your head,
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  which didn't make sense to me.
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  So during that process,
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  and this is like an eight-year process,
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  from the time I'm 17 to like 24,
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  24 and a half, you know,
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  we're going to all sorts of specialists,
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  trials, sorts of stuff.
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  And, you know, meanwhile, I'm kind of like finishing up high school,
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  going into university.
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  I went to University of Toronto,
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  which is one of the top 20 schools in the world
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  for kinesiology and health sciences.
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  Any of the stuff, like I went to school for kinesiology.
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  And I was very, very skilled and skilled
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  up, if you will, on the human body,
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  biomechanics physiology.
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  And it was amazing.
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  But I was still clueless when it came to nutrition.
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  I didn't understand how important nutrition was,
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  until so I was,
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  I actually played pro soccer in my early 20s when I graduated.
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  And then I decided to retire at 25.
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  I came back to Toronto.
• 7:53
  And then I went back to school to study holistic nutrition.
• 7:55
  And that was the moment that changed my life.
• 7:59
  Because I was like, whoa, whoa, whoa.
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  So you're telling me,
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  I remember the first day learning stuff about nutrition
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  and the body that I had never heard in my life.
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  And I'm thinking, okay, I played pro soccer.
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  I went to one of the top 20 schools in the world.
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  And I still had no idea about this stuff.
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  And I was like, whoa.
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  So I started to really adopt a lot of the teachings of like,
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  okay, maybe let's clean up our internal environment
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  and like remove some of the allergenic foods,
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  take some of the burden off the immune system.
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  And literally in two months, I regrouped all my hair.
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  Now,
• 8:31
  fast forward 10, I was obviously don't have any hair
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  because long story short,
• 8:35
  I got a tetanus booster from my doctor
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  and then my hair fell out again.
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  But needless to say, I started to recognize like,
• 8:41
  holy cowlick, if I can clean up my body, wow.
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  But the more important thing for me was how much energy I felt.
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  And that's why I ended up writing the book,
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  the all day energy diet was starting to see
• 8:51
  how powerful like the internal body is when it's just cleaned up.
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  But I'm not saying going on a radical diet.
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  So I'm just saying we're moving the garbage
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  and just adding better nutrition in.
• 9:03
  It changed my life.
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  And I had to share that with as many people as possible.
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  And that's again, like what really moved me in that direction
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  of wanting to share that message.
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  But yeah, again, a lot of it was very
• 9:15
  like it was non-traditional, right?
• 9:17
  So I was never one to be looking at the number of calories
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  or the percentage of protein or the number like the required intake
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  of vitamin C on a daily basis that very
• 9:25
  diatetic, alopathic approach never really resonated with me.
• 9:29
  And I started to see that it was a lot of the stuff that was almost French.
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  Like, understanding this, the stuff that we can't see that's infinitely
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  more powerful than what we can see.
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  Or if you look at a food label,
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  how most schools teach nutrition,
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  at least in the traditional model,
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  is you look at the nutrition facts.
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  How many calories? How much sugar?
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  How much protein?
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  No one was talking about the quality of ingredients.
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  I'm like, so I could be a diabetic,
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  not that I am, but I could be a diabetic
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  and Coke Zero would be okay for me because there's no sugar.
• 10:03
  Well, what about the fact that it's got aspartane?
• 10:05
  And that's a neurotoxin.
• 10:07
  Like, so I started to learn all this stuff.
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  And it was just like it blew my lid.
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  And I had to share this with more people.
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  So that became a really important foundation for a lot of the
• 10:15
  the message that I shared over the next 10 to 15 years
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  through my health business.
• 10:21
  It's really unnerving when you think about all the stuff that we put into our bodies
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  and how ignorant we are about how food
• 10:29
  and allergenics and our environment impact us.
• 10:31
  And I've had a couple conversations on this podcast about this now.
• 10:35
  I think when you look again, you mention this,
• 10:37
  but when you look back and the fact that you lost your hair,
• 10:39
  this was a signal that your body was giving you,
• 10:43
  what you were putting into it was horrible for it.
• 10:45
  Most of us don't have that signal.
• 10:47
  So most of us just go through life,
• 10:49
  not really feeling like we need to investigate what we put into our bodies
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  because there's nothing, there's no,
• 10:57
  there's not such a pronounced red flag that happens to us.
• 11:01
  We don't lose our hair.
• 11:03
  We're kind of just, oh, we feel okay.
• 11:05
  We're not great. We get sick a couple times a year.
• 11:07
  It's normal, whatever.
• 11:09
  And you go to your family, doctor or GP,
• 11:13
  if something radical isn't happening,
• 11:15
  they're not going to talk to you about going to some alternative medicine route.
• 11:19
  They're definitely not even very well versed in nutrition
• 11:23
  and foods and not only macronutrients, but micronutrients.
• 11:27
  The whole health system has no idea how to teach somebody
• 11:31
  how to live truly healthy lives,
• 11:33
  how to work out.
• 11:35
  It's a sick care system.
• 11:37
  When you look at what happened to you,
• 11:39
  that was a blessing because it allowed you to investigate into research.
• 11:43
  But most people don't have that luxury.
• 11:45
  And what happens, I feel more often than not,
• 11:47
  is that brain fog, that lack of mental clarity,
• 11:49
  that just feeling tired all the time.
• 11:53
  Now we look at people that their hormones are all out of whack.
• 11:57
  They go their whole life feeling like shit
• 12:01
  and they don't even know what feeling good looks like.
• 12:03
  And I think that that's actually horrifying,
• 12:05
  because we're living longer than ever.
• 12:07
  But I don't think we're living well.
• 12:09
  I don't think we're actually healthy.
• 12:11
  So when you now, I mean you wrote a book about it,
• 12:15
  you obviously built a community around health
• 12:17
  and true wellness and energy
• 12:19
  and sort of people performance and optimal performance.
• 12:21
  What are some of the,
• 12:23
  some of the major levers that people can look at in their life
• 12:29
  so that they can at least get a glimpse
• 12:31
  of what they could be,
• 12:33
  or how they could be operating,
• 12:35
  or how they could be feeling,
• 12:37
  or the energy levels they could be having,
• 12:39
  or the sex drive,
• 12:41
  they should be having like all these things
• 12:43
  that I think are not optimized right now
• 12:45
  with a traditional American diet.
• 12:47
  What are the things that people should be looking at?
• 12:49
  Allergins, foods, whatever.
• 12:51
  So I mean, it's a great question.
• 12:53
  And the things that I remember that I've realized
• 12:57
  is like most people normalize their situation.
• 12:59
  And part of my mission is always meant to help people see how bad it is.
• 13:03
  Without making people feel bad about what they're going through,
• 13:05
  but it's like don't normalize the facts
• 13:07
  that what you're going through is normal.
• 13:11
  Like just because it's normal doesn't mean it's natural.
• 13:13
  And I see this so much,
• 13:15
  even as we're supporting our clients,
• 13:17
  because we help health professionals where their businesses
• 13:19
  and like and seeing the conversations they have with prospects.
• 13:23
  I've had migrants for 20 years,
• 13:25
  and they laugh about it.
• 13:27
  I'm like, that's not even what are you laughing about, right?
• 13:29
  It's so painful that they have to laugh about it
• 13:31
  so they can sleep at night.
• 13:33
  And the human...
• 13:37
  As a species, we're very interesting
• 13:39
  because we will not change
• 13:41
  until the pain of our current situation
• 13:43
  is very, very dramatic.
• 13:45
  So for me, it was kind of a blessing.
• 13:47
  And I was like, low energy.
• 13:49
  I didn't think it was a big deal.
• 13:51
  It was my area. Now something has to change.
• 13:53
  I'm going to realize in retrospect that low energy is a warning sign.
• 13:55
  That's something far greater,
• 13:57
  far more dangerous is brewing underneath the surface.
• 13:59
  It's almost like a volcanic eruption just waiting to go.
• 14:01
  But a lot of times,
• 14:03
  and this is the thing is like for me,
• 14:05
  it happened at 17. For someone else, it might happen at 52.
• 14:07
  For someone else, it might happen at 75.
• 14:09
  And we go through life and we normalize.
• 14:11
  It's like, oh, it's just part of aging.
• 14:13
  Or it's like, well, maybe it's not.
• 14:15
  So I think the biggest thing that I would recommend for anyone,
• 14:19
  to be honest, is to just go on a cleanse.
• 14:21
  And I know it sounds a little bit extreme,
• 14:23
  because here's the thing that I recognize,
• 14:25
  was that when I started to get rid of garbage,
• 14:27
  when I say garbage, I mean the standard American foods out of my diet.
• 14:29
  And I simply just nourished myself with whole foods,
• 14:31
  more plants, more nutrients.
• 14:35
  And I got rid of the allergens,
• 14:37
  whether it was dairy, gluten, et cetera.
• 14:39
  For the first time in my life,
• 14:41
  I was like, holy shit.
• 14:43
  This is what it feels like to feel normal.
• 14:47
  You know, whatever.
• 14:49
  But the thing is like, you can't, I can only tell someone that.
• 14:53
  I mean, you can't tell someone,
• 14:55
  they have to experience it.
• 14:57
  And so for me, it was like that,
• 14:59
  that like come to Jesus moment almost.
• 15:01
  I was so blown away by the difference,
• 15:03
  for me personally, in my energy,
• 15:05
  where I was going from hours of sleeping
• 15:07
  to six hours and bouncing out of bed.
• 15:09
  And I'm thinking, this all happened in a week.
• 15:11
  Like, what's going on?
• 15:13
  And then noticing the correlation,
• 15:15
  between my energy and my hair we grew up.
• 15:17
  I was like, huh.
• 15:19
  So I think the single most effective thing
• 15:21
  that someone can go through
• 15:23
  is actually just cold turkey going to cleanse.
• 15:25
  Because it's going to be very difficult.
• 15:27
  You're going to feel like shit for a couple of days.
• 15:29
  But after you do that for a week,
• 15:31
  two weeks,
• 15:33
  when you go through that discomfort
• 15:35
  of like all the garbage in your system,
• 15:37
  making this way out,
• 15:39
  and your body starts to feel alive again,
• 15:41
  that's the moment.
• 15:43
  When you have the epiphany.
• 15:45
  And at that point,
• 15:47
  then you can make a decision
• 15:49
  from a place of information.
• 15:51
  Because now you can say, okay,
• 15:53
  now I know what it feels like to be amazing.
• 15:55
  Now I have the choice.
• 15:57
  Do I want to add the stuff back in?
• 15:59
  Now that I've seen the other side.
• 16:01
  And I think that's probably the most eye-opening process
• 16:03
  any of us can go through.
• 16:05
  And it's what I've seen with people,
• 16:07
  whether they're doing like a 24 hour fast,
• 16:09
  like intermittent fasting.
• 16:11
  They could do it.
• 16:13
  And then they get through the fast.
• 16:15
  And they're like, oh my god,
• 16:17
  I didn't realize how
• 16:19
  I'm not even hungry.
• 16:21
  I'm just bored.
• 16:23
  And how fixated I am on food.
• 16:25
  And so just going through a one day fast
• 16:27
  is such an eye-opening introspective process
• 16:29
  that we're just going through life on autopilot.
• 16:31
  And these moments,
• 16:33
  whether it's a 24 hour fast,
• 16:35
  or a seven day cleanse,
• 16:37
  although it can be challenging the first time you do it,
• 16:39
  it's probably one of the best things you can never do.
• 16:41
  Because once you experience it,
• 16:43
  you will always have that reference point.
• 16:45
  And then for everything else you do in life,
• 16:47
  then it's just a matter of like,
• 16:49
  well, what's the standard?
• 16:51
  Do I want to come back to the adult?
• 16:53
  Or am I okay living down here?
• 16:55
  And that's a very, very powerful place to live through
• 16:57
  as opposed to taking someone's advice.
• 16:59
  Just like, oh, you should definitely do this.
• 17:01
  You'll feel better. It's like, well,
• 17:03
  until you feel better,
• 17:05
  you won't really know.
• 17:07
  It's a cold turkey, clean everything out,
• 17:09
  experience it for yourself, and then you can decide.
• 17:11
  It's so interesting how,
• 17:13
  how what you're advocating for is,
• 17:15
  is just removing everything,
• 17:17
  and then adding back in and seeing how it impacts you versus,
• 17:21
  what a lot of people do,
• 17:23
  which is they keep layering on more and more
• 17:25
  through their existing shitty condition.
• 17:27
  They'll take a caffeine,
• 17:29
  they'll take some sort of neutropic,
• 17:31
  to gain mental clarity,
• 17:33
  they'll take this supplement,
• 17:35
  that, or whatever.
• 17:37
  So you're just adding on all these,
• 17:39
  you're trying to improve a shitty system.
• 17:41
  Like, let's just reset the system at its core.
• 17:43
  Now, you build a whole business around this.
• 17:47
  So even talked, I mean,
• 17:49
  it's talked to me about,
• 17:51
  the best business analogy is blue ocean
• 17:53
  because this is not stuff that people have done before.
• 17:55
  So when you're bringing a novel concept like this,
• 17:59
  to the market,
• 18:01
  how do you get people to get on board
• 18:03
  with your fitness ideology,
• 18:05
  your health ideology?
• 18:07
  Because fitness ideology,
• 18:09
  health ideology,
• 18:11
  if you've ever been in this space,
• 18:13
  there's almost like a,
• 18:15
  a zealotry to what people believe.
• 18:17
  Like, if they've been told one thing
• 18:19
  by one fitness influencer about keto,
• 18:21
  or paleo, or, you know,
• 18:23
  low carb, high protein,
• 18:25
  or, you know, like moderate carb,
• 18:27
  moderate protein, or,
• 18:29
  going to the gym and doing like,
• 18:31
  things, but like people get so stuck in their ways,
• 18:33
  it's very hard for them to change the perception of,
• 18:35
  of what their fitness should be or could be.
• 18:37
  So when you, as somebody who understood
• 18:39
  that this happened to them,
• 18:41
  you're trying to build a business around this concept
• 18:43
  and this ideology of,
• 18:45
  of remove,
• 18:47
  and then re-add and focus on good foods
• 18:49
  and whole foods and nutrient dense foods.
• 18:51
  Um, and, uh,
• 18:53
  you don't have to go with all the fat diets,
• 18:55
  or, or whatnot, or, you know,
• 18:57
  or now people are adding on ozempic
• 18:59
  or everything like that.
• 19:00
  How do you build a business in this space,
• 19:02
  successfully,
• 19:04
  when it's against the grain of what people know?
• 19:06
  Yeah, I mean, if number one,
• 19:08
  if you look at, you know,
• 19:10
  any type of, quote, unquote, influencer
• 19:12
  personality, someone who's got a voice,
• 19:14
  the, it's all about the conviction that they have.
• 19:18
  That's it. Like, all of us are running micro-religions.
• 19:22
  That's what all this stuff is, right?
• 19:24
  So someone who's all keto,
• 19:26
  or, you know, the animal diet,
• 19:28
  or those are micro-religions that people are building.
• 19:30
  They're saying, I'm a zealot
• 19:32
  for this philosophy,
• 19:34
  and this is the only way of doing things.
• 19:36
  And to be honest, um, it's radical
• 19:38
  because it's, it's all these other options
• 19:40
  don't make sense except for this one thing.
• 19:42
  But the reality is,
• 19:44
  to stand out, you have to take a stance.
• 19:46
  I mean, if you look at someone like,
• 19:48
  um,
• 19:50
  liver king, I don't know if you've seen history.
• 19:52
  Like, he is very, very opinionated
• 19:54
  and he is very articulate.
• 19:56
  Whether or not you agree with him,
• 19:58
  or is relevant, but he's built a very large business,
• 20:00
  because of who he is
• 20:02
  and how he shares his philosophy
• 20:04
  unapologetically.
• 20:06
  I think the biggest mistake people make
• 20:08
  is they're trying to be liked by everyone
• 20:10
  and it's the single biggest reason
• 20:12
  they fail in business.
• 20:14
  Because they don't say what they want to say,
• 20:16
  because they're afraid of stepping on toes.
• 20:18
  And no one cares about people like that.
• 20:20
  It's like, we don't want more plain vanilla.
• 20:22
  We want people who are opinionated
• 20:24
  and have a stance on stuff.
• 20:26
  It's polarizing.
• 20:28
  You will bother some people
• 20:30
  and they will throw stones at you.
• 20:32
  At the same time, you will magnetically attract
• 20:34
  those people who agree with you.
• 20:36
  So the funny thing is like,
• 20:38
  it's not even about being objectively true.
• 20:40
  Like, there is no objective truth when it comes to health.
• 20:42
  Like, this is part of the thing that I've recognized.
• 20:44
  Like, you listed off like a dozen different things.
• 20:46
  Someone might do well on Atkins.
• 20:48
  Someone might do well on
• 20:50
  a carnivore diet.
• 20:52
  That's what I've been doing for the last six months.
• 20:54
  And I loved it at the time,
• 20:56
  but I couldn't sustain that forever.
• 20:58
  And I think it's, for me personally,
• 21:00
  I'm like, I don't really care what you do.
• 21:02
  Just do something that you can sustain
• 21:04
  that feels good for you and your lifestyle
• 21:06
  and your body, right?
• 21:08
  Like, over time, I became
• 21:10
  when I started and I think,
• 21:12
  I get to have these mitra.
• 21:14
  I was much more
• 21:16
  dogmatic, let's say about, you know,
• 21:18
  eating more plant-based foods,
• 21:20
  the acidose toxicity in the body.
• 21:22
  And for me, I've evolved to be a lot more liberal
• 21:26
  with respect to my food.
• 21:28
  Like, I enjoy coffee,
• 21:30
  but 10 years ago, I demonized it.
• 21:32
  And that's just been part of my own evolution.
• 21:34
  And I think, you know, I want to give people,
• 21:36
  and I've always wanted to give people permission
• 21:38
  to, you got to do what's best for you
• 21:40
  because it's exhausting to see people
• 21:42
  try to fit into these labels
• 21:44
  and they met a guilt and shame
• 21:46
  they put on themselves for not being perfect.
• 21:48
  Like, oh my god, I had a piece of bread, I'm the worst.
• 21:50
  Yeah.
• 21:51
  I had to go and repent my sins.
• 21:52
  And it's like, no.
• 21:54
  Like, the reality is the energy
• 21:56
  you put into the food you're eating
• 21:58
  is probably more important than the food you're eating.
• 22:00
  So if you are having a really nice salad
• 22:04
  but it's not locally grown, 100% organic
• 22:08
  and you feel like it's not good enough for you,
• 22:10
  energetically your body's not going to simulate those nutrients
• 22:14
  to the fullest.
• 22:16
  I think whatever you're eating, just enjoy it.
• 22:18
  And, you know, to the best of your ability,
• 22:20
  educate yourself about,
• 22:22
  this is part of the problem
• 22:24
  is most people have no clue about their own body,
• 22:26
  they have no clue about nutrition.
• 22:28
  And on the flip side, there's so much information
• 22:30
  that it becomes overwhelming and confusing.
• 22:32
  So I think part of the journey is you have to experiment,
• 22:34
  you have to try things out.
• 22:36
  And there's nothing wrong with trying something out
• 22:38
  and then recognizing that it may not make a lot of sense for you.
• 22:42
  But I think a lot of people have a,
• 22:44
  they almost score themselves like that didn't work
• 22:48
  or I failed at that thing.
• 22:50
  It's like, did you or did you just learn
• 22:52
  that it didn't make sense for you?
• 22:54
  And I think just give yourself a little bit more compassion
• 22:58
  because the reality is you can live a very good quality of life
• 23:02
  with any of these diets.
• 23:04
  But it's about really figuring out what's going to make the most sense for you.
• 23:06
  Right? If you look at the blue zones around the world,
• 23:08
  the people who live more than 100 years old,
• 23:10
  they don't all have the same diet.
• 23:12
  And in fact, the diet is such a small component
• 23:16
  compared to everything else,
• 23:18
  whether it's community or living in a hilly village
• 23:20
  where you're walking up Hillmore,
• 23:22
  there's all sorts of other components.
• 23:24
  And I think we just obsess, especially in North America,
• 23:26
  we obsess so much about the food and go to Europe.
• 23:30
  They don't give a shit.
• 23:32
  They just eat food, they enjoy it.
• 23:34
  There's no guilt or shame.
• 23:36
  It's like, it is what it is.
• 23:38
  And I just think the energy and the amount of focus
• 23:40
  we put on being perfect through their food,
• 23:42
  it is the biggest problem.
• 23:44
  It's just like, enjoy the friggin food.
• 23:46
  It's all good, right?
• 23:48
  And do your best to have a well-balanced approach.
• 23:50
  Whatever that might look like for you.
• 23:52
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• 26:54
  Well that's the thing right like it's never about diet
• 26:56
  it's about lifestyle changing.
• 26:58
  People hear that but I feel like they don't live it.
• 27:00
  I feel like they do get all caught up in like one diet
• 27:04
  or the other.
• 27:06
  People are social creatures.
• 27:08
  They want to be a member of this particular tribe.
• 27:10
  I think people like to be associated with a tribe
• 27:12
  and and diet is a big part of people's
• 27:16
  like people's personality.
• 27:18
  So if they see things that's working
• 27:20
  it's almost like this is the only way
• 27:22
  that it can work and
• 27:24
  I think the most annoying person in the world
• 27:26
  is the person that just started the diet
• 27:28
  that's working.
• 27:30
  It is the most frustrating person to talk to
• 27:32
  and just hang out with because
• 27:34
  they just can't talk about anything else
• 27:36
  but that is not a healthy.
• 27:38
  That's not a healthy message
• 27:40
  because like you mentioned
• 27:42
  there's a lot of different ways to live your life
• 27:44
  there's a lot of different ways to be healthy
• 27:46
  you shouldn't feel shame if you're trying one diet
• 27:48
  or the other it's not the diet that you saw
• 27:50
  talk about on YouTube if it works
• 27:52
  it works.
• 27:54
  But I do believe that
• 27:56
  what I wish and I think
• 27:58
  this is what you do very well.
• 28:00
  What I wish more people
• 28:02
  who are trying to build businesses
• 28:04
  in the health and wellness space
• 28:06
  I wish what they would do
• 28:08
  is they would have their
• 28:10
  their message, they'd have their diet
• 28:12
  that they want to teach to people
• 28:14
  or they'd have their framework
• 28:16
  but they wouldn't pretend
• 28:18
  that very well.
• 28:20
  Not many people do that
• 28:22
  and it makes me mistrust
• 28:24
  and not trust a lot of
• 28:26
  health and wellness thought leaders.
• 28:28
  The reason why I trust you so much
• 28:30
  is because you're like this is what's work for me
• 28:32
  I'm going to teach you how to do this particular thing
• 28:34
  but know that there's a whole bunch of other things
• 28:36
  that can also help you.
• 28:38
  And I think that that's
• 28:40
  it's a real message
• 28:42
  I don't go to liverking
• 28:44
  for health and wellness advice
• 28:46
  but there's a hint of truth
• 28:48
  but I know there's a lot of bullshit as well
• 28:50
  because he's saying that this is the only way to be healthy
• 28:52
  and there's a lot of bullshit
• 28:54
  for a whole bunch of other reasons with liverking
• 28:56
  but that's besides the point
• 28:58
  because you want to understand that the person
• 29:00
  who you're taking wisdom from an insight
• 29:02
  from has your best interest in mind
• 29:04
  and you can't believe that
• 29:06
  if they only say that this one diet
• 29:08
  is the only way to achieve health, wellness,
• 29:10
  abs, whatever
• 29:12
  you want to accomplish.
• 29:14
  It's a very interesting conversation
• 29:16
  because
• 29:18
  from business perspective
• 29:20
  it really helps when you have a very polarized stance
• 29:24
  but your point
• 29:26
  when trust is at an all-time low
• 29:28
  and people see everything
• 29:30
  we live in a pretty sophisticated market
• 29:32
  whether it's business or health information
• 29:34
  so people see everything or try a lot of stuff
• 29:36
  for me at least
• 29:38
  the way I approach this
• 29:40
  even with business because I've been online since 2005
• 29:42
  so I have a very
• 29:44
  let's call it a very opinionated philosophy
• 29:48
  about how to build a business online
• 29:50
  but I always reference context
• 29:52
  which is like hey the reason I suggest this
• 29:54
  is because I've done all of this
• 29:56
  and this stuff can work
• 29:58
  it'll just take forever
• 30:00
  so this is what we've found to work really well
• 30:02
  for us and our clients
• 30:04
  and you know if you're this type of person
• 30:06
  and my work for you as well
• 30:08
  as opposed to saying
• 30:10
  this is the only way to do it
• 30:11
  and there's nothing else that matters
• 30:13
  I don't to your point
• 30:15
  I don't think it builds credibility and trust as much
• 30:17
  whereas if I can tell someone
• 30:19
  listen like there's a lot of value in blogging
• 30:21
  like if you want to blog cool
• 30:23
  it took me seven years to build up our blog
• 30:25
  to 1.4 million visitors per month
• 30:27
  I'm not saying it doesn't work
• 30:29
  it just takes forever
• 30:31
  so if you want to do that cool
• 30:33
  or you could do this
• 30:35
  which is just faster
• 30:37
  I always want to give people
• 30:39
  you know consider themselves experts
• 30:41
  as they have this one way of seeing the world
• 30:43
  and I think it really
• 30:45
  like shoots them in the foot
• 30:47
  when they can't speak
• 30:49
  around the other alternatives
• 30:51
  because everyone's thinking about the other alternatives
• 30:53
  well what if I did this
• 30:55
  I could also do that
• 30:57
  but if you speak to those all of a sudden
• 30:59
  it's like oh shit
• 31:01
  you've already considered all these things
• 31:03
  and this yeah
• 31:05
  doesn't make a lot of sense based on that logical argument
• 31:07
  that's been my approach at least
• 31:09
  but again I think that comes from experience
• 31:11
  like if you've been around whether it's health
• 31:13
  or business for a long time
• 31:15
  you can speak from that
• 31:17
  and that's why I think there's
• 31:19
  it's so easy to be honest
• 31:21
  to have a better business these days
• 31:23
  because most people are gurus
• 31:25
  after like a good month now
• 31:27
  and they haven't
• 31:29
  well that's the thing
• 31:31
  and I think that's why
• 31:33
  it signals low trust
• 31:35
  because you really don't have an
• 31:37
  you don't have an understanding
• 31:39
  of all the different ways you can
• 31:41
  lose weight all the different ways you can build the business
• 31:43
  and it just shows
• 31:45
  it shows you don't have
• 31:47
  it shows lack of experience
• 31:49
  really that's what it signals
• 31:51
  okay so you work with
• 31:53
  you work with people that are trying to
• 31:55
  transition from
• 31:57
  just being a quote-unquote
• 31:59
  personal trainer to building a business
• 32:01
  that's sort of the core demo that you work with
• 32:03
  and it shows the whole spectrum of wellness
• 32:05
  practitioners
• 32:07
  either they're in a clinic and they want to get out
• 32:09
  and want to move online because they want more time
• 32:11
  and location and freedom or they already have
• 32:13
  a service offering, a coaching offering online
• 32:15
  but they're like how do I even
• 32:17
  like how do I grow this because I have no way to be
• 32:19
  like be seen, be visible
• 32:21
  so we'll help them with the acquisition of new clients
• 32:23
  and then how to deliver amazing results
• 32:25
  even if they never saw someone in person
• 32:27
  and that's really our with us
• 32:29
  how many different versions of
• 32:31
  of entrepreneurship that you go through
• 32:33
  so you were a personal trainer
• 32:35
  and then you did online coaching
• 32:37
  you obviously built a massive YouTube channel
• 32:39
  you wrote a book
• 32:41
  so you've tried a whole bunch of different things
• 32:43
  there's probably a lot of stuff that you've tried that I have no idea that you've tried
• 32:45
  oh I mean she held it after it did more
• 32:47
  yeah that's where it all started
• 32:49
  yeah so
• 32:51
  if you look at sort of your own journey
• 32:53
  because I know that's probably where all this teaching
• 32:55
  and the sense that comes from
• 32:57
  walking through sort of
• 32:59
  how you evolved your business over time
• 33:01
  and that can give some framework for how other people should sort of emulate
• 33:03
  yeah so I think
• 33:05
  you know for me
• 33:07
  my first business was
• 33:09
  I was sick and tired of seeing people in person
• 33:11
  I was like burnt out from one on one
• 33:13
  so I'm like I don't ever want to see humans again
• 33:15
  I'm going to come online and read ebooks
• 33:17
  and live the laptop lifestyle
• 33:19
  it didn't happen
• 33:21
  so I struggled for a couple of years trying to figure that out
• 33:23
  and obviously it didn't work
• 33:25
  after that and living on poverty line income
• 33:27
  I got some coaching
• 33:29
  and I got some clarity around
• 33:31
  maybe I need to delve some marketing skills
• 33:33
  and learn about systems
• 33:35
  and how to do this whole internet thing
• 33:37
  so I went through everything
• 33:39
  like we did
• 33:41
  heavy amounts of information content marketing
• 33:43
  YouTube blogging
• 33:45
  eventually social media when it came out
• 33:47
  wrote the books
• 33:49
  did the summits
• 33:51
  we got into physical products
• 33:53
  so from from my perspective
• 33:57
  I'm all looking at okay where
• 33:59
  what is someone's context
• 34:01
  like if someone wants to sell supplements
• 34:03
  like I'm not really going to be the guy to come to you
• 34:05
  like hey like there's other people out there that teach that
• 34:07
  but if you want to grow a higher ticket
• 34:09
  coaching type of service
• 34:11
  that is going to
• 34:13
  dramatically transform someone's life
• 34:15
  well number one is you have to
• 34:17
  like people have to know you exist
• 34:19
  because it doesn't matter how good you are
• 34:21
  and that's the fundamental biggest issue
• 34:23
  for any smart person
• 34:25
  it's like I'm like I have all these letters behind my name
• 34:27
  but no one knows I exist
• 34:29
  well doesn't matter how smart you are
• 34:31
  there's a lot of less smart people
• 34:33
  that are doing very well because they understand how to market themselves
• 34:35
  so I'm all looking at
• 34:37
  what's the context of someone's situation coming in
• 34:39
  if you want to sell a $33 a month membership
• 34:43
  then
• 34:45
  unless you're open to a better alternative
• 34:47
  assuming you want to help people transform
• 34:49
  and make more money
• 34:51
  again I'm not going to be the membership guy
• 34:53
  but if you're here to talk about
• 34:55
  how do I get clients who are going to pay me
• 34:57
  several thousand dollars to transform their life
• 34:59
  then my belief is that there is one vehicle
• 35:01
  that's the fastest
• 35:03
  and for us we call it a perfect client pipeline
• 35:05
  it's essentially running ads
• 35:07
  to an evergreen masterclass
• 35:09
  that leads into booking a discovery call
• 35:11
  and that's how we've built health burner
• 35:13
  from like zero to multiple eight figures
• 35:15
  and it's how we've helped more than
• 35:17
  organic like YouTube
• 35:19
  all that stuff doesn't work
• 35:21
  it just takes much longer
• 35:23
  like for context
• 35:25
  it took me seven years to make my first million dollars
• 35:27
  in my first business which was
• 35:29
  to the average person from a health perspective
• 35:31
  it took me seven weeks when I started a health burner
• 35:33
  because I had that experience
• 35:35
  and I was like okay I'm not going to do any of that stuff anymore
• 35:37
  because it was just massively complex
• 35:39
  and I'm going to do one thing
• 35:41
  that I know how to do really well
• 35:43
  and I'm just going to focus on that
• 35:45
  fast with health burner
• 35:47
  so a lot of what I share is
• 35:49
  from a lot of trials and tribulations
• 35:51
  and a lot of the stuff I did in my previous business
• 35:53
  and I'm really happy I did a lot of that stuff
• 35:55
  because it provided me
• 35:57
  a tremendous amount of experience
• 35:59
  to recognize that
• 36:01
  well I don't want to build part of the reason
• 36:03
  I sold the company was
• 36:05
  I didn't want to be involved in it
• 36:07
  like it was I created a medusa
• 36:09
  like it was so complex
• 36:11
  and there were so many products
• 36:13
  like mediocre in terms of how it was optimized
• 36:15
  because we just didn't have the resources
• 36:17
  in bandwidth to optimize every single
• 36:19
  product and funnel
• 36:21
  and it was so complicated
• 36:23
  so on the surface it looked really successful
• 36:25
  we helped half a million people
• 36:27
  to better health and you know
• 36:29
  becoming newer times best-selling author
• 36:31
  but on the inside I'm like
• 36:33
  I want to get out of here
• 36:35
  like I want nothing to do with this thing
• 36:37
  because it was just
• 36:39
  crazy and so I see people
• 36:41
  understand you want to go down that route
• 36:43
  but I was actually telling my team
• 36:45
  one of the biggest
• 36:47
  one of the most challenging types of people to work with
• 36:49
  is someone who's like
• 36:51
  I want to do this thing
• 36:53
  and they haven't actually entered the jungle yet
• 36:55
  so they don't know how bad it's going to be
• 36:57
  until it happens
• 36:59
  because the people that you work with
• 37:01
  whether it's an atro path
• 37:03
  or some sort of health practitioner
• 37:05
  or coach these are
• 37:07
  people that are just one-on-one
• 37:09
  and they go down this
• 37:11
  yeah so they go down this
• 37:13
  entrepreneurial rabbit hole
• 37:15
  and they're like oh my god
• 37:17
  first of all
• 37:19
  I would assume that many people
• 37:21
  do not even go down this entrepreneurial rabbit hole
• 37:23
  but once they do
• 37:25
  they see like a million different ways to monetize
• 37:27
  what they know
• 37:29
  and they're like let me just try and do all of it
• 37:31
  and that creates a really shitty
• 37:33
  great sir really shitty business
• 37:35
  and I mean to no fault
• 37:37
  so it's like you know we guarantee clients
• 37:39
  in five seconds where you don't pay
• 37:41
  it's just nonstop like do this thing
• 37:43
  you have to create an app like
• 37:45
  it's very very overwhelming and I think
• 37:47
  you know what we tried to do for our clients is
• 37:49
  we want to give them a very singular path
• 37:51
  and like just put the blinders on
• 37:53
  because all this stuff can work
• 37:55
  but not a bit will work if you try to do it the same time
• 37:57
  and so we want our clients to be sold on this process
• 37:59
  which we teach
• 38:01
  and then as they build the foundation
• 38:03
  and they have it running
• 38:05
  top like if you want to have a podcast
• 38:07
  or if you want to build a YouTube channel
• 38:09
  buy all means go for it it's great
• 38:11
  like those in the long as you know
• 38:13
  in the long term
• 38:15
  they are going to be the source of your best clients
• 38:17
  people who already know like and trust you
• 38:19
  but it just takes forever to start there
• 38:21
  so it's like if you have to
• 38:23
  earn money now
• 38:25
  unless you have a briefcase of cash
• 38:27
  like sitting around
• 38:29
  you have to be able to have a way
• 38:31
  to acquire clients
• 38:33
  to be as opposed to
• 38:35
  you know trying all sorts of different stuff
• 38:37
  and again the problem is like a lot of people
• 38:39
  are so
• 38:41
  we're very hopeful that the thing that we
• 38:43
  haven't tried is the thing that's going to help us
• 38:45
  get to the promised land
• 38:47
  and a lot of times it's just like you haven't done the thing
• 38:49
  you're doing well enough
• 38:51
  to even get there
• 38:53
  so it's not about jumping ship
• 38:55
  it's about
• 38:57
  I often say to my clients like the grass
• 38:59
  is in green or on the other side
• 39:01
  and but at the same time
• 39:03
  it's very challenging for most people
• 39:05
  to just stay in one lane
• 39:07
  and go deep
• 39:09
  and I was that guy for many years in my previous business
• 39:11
  so I'm like okay cool got that going next
• 39:13
  and it was
• 39:15
  and so part of what we do
• 39:17
  are very best to keep our clients
• 39:19
  almost like walking our kids on the sidewalk
• 39:21
  just like stay on the sidewalk
• 39:23
  don't jump on the road
• 39:25
  let's just go this direction
• 39:27
  what you're saying is very interesting
• 39:29
  who want to become entrepreneurs
• 39:31
  do is for some reason
• 39:33
  they screw up
• 39:35
  the definition of an entrepreneur
• 39:37
  and they feel like
• 39:39
  entrepreneurship is about becoming famous
• 39:41
  or becoming well known
• 39:43
  and I don't really understand why those two
• 39:45
  seem to be synonymous ideas
• 39:47
  but then people try and build
• 39:49
  audiences on social media
• 39:51
  or they start a podcast
• 39:53
  and all of a sudden
• 39:55
  you've just added
• 39:57
  to your day
• 39:59
  and you don't have a product
• 40:01
  or anything to really sell to that audience
• 40:03
  so then you're just
• 40:05
  you get into this
• 40:07
  this almost this trap
• 40:09
  this hamster wheel of creating content
• 40:11
  for nothing at all
• 40:13
  whereas if you are a service provider
• 40:15
  so the strategy that you are telling people
• 40:17
  to try is opposed to
• 40:19
  just building an audience
• 40:21
  just to build an audience
• 40:23
  or building a community
• 40:25
  and a way to run ads
• 40:27
  to a masterclass
• 40:29
  that's going to educate the audience
• 40:31
  and then we're going to convert those into
• 40:33
  and the high ticket
• 40:35
  product is what
• 40:37
  one-on-one still
• 40:39
  or is there is another product
• 40:41
  it can be either one
• 40:43
  it can be one-on-one
• 40:45
  we're big advocates of group
• 40:47
  or leverage coaching
• 40:49
  because we've actually found
• 40:51
  that it produces better results
• 40:53
  like you can't scale your time
• 40:55
  so it just provides more results
• 40:57
  that's what I was wondering
• 40:59
  yeah exactly
• 41:01
  and then so this way you're not worrying about
• 41:03
  getting this massive audience
• 41:05
  on Instagram for no reason at all
• 41:07
  yes you can have some sort of content
• 41:09
  that paint was an authority
• 41:11
  but ultimately the opportunity to become
• 41:13
  an authority to convert this audience
• 41:15
  is in that masterclass
• 41:17
  that makes up for the
• 41:19
  lack of a million Instagram followers
• 41:21
  and honestly like I'm not saying like
• 41:23
  not having an audience
• 41:25
  because a huge asset
• 41:27
  I mean if you have one by all means
• 41:29
  it's just going to help you a faster
• 41:31
  like when we have clients come into us
• 41:33
  and they have 50,000 Instagram followers
• 41:35
  we're like well
• 41:37
  you're going to crush this in the first seven days
• 41:39
  because we can tap into that
• 41:41
  but what I'm most proud of is
• 41:43
  we're able to shine
• 41:45
  so we're helping practitioners
• 41:47
  who have
• 41:49
  some of them
• 41:51
  and they don't have large
• 41:53
  following some of them don't even have an online presence
• 41:55
  and they're just like
• 41:57
  I just know how to help people with migraines
• 41:59
  or help people with iBS
• 42:01
  and it's all word as mouth
• 42:03
  it's all word of mouth
• 42:05
  and they're clinic
• 42:07
  or people fall in their laps
• 42:09
  and we're able to amplify that
• 42:11
  that awesomeness
• 42:13
  and the beautiful part about that
• 42:15
  is like with advertising
• 42:17
  but you know they go through a process
• 42:19
  but I look at advertising
• 42:21
  I look at Facebook and Instagram
• 42:23
  as my personal platforms
• 42:25
  like instead of like yes
• 42:27
  we create content now
• 42:29
  but for the first three years of this business
• 42:31
  we did nothing other than this pipeline
• 42:33
  so I had no Instagram
• 42:35
  no YouTube, no podcast, nothing
• 42:37
  and that's because we just wanted to focus on one thing
• 42:39
  but still
• 42:41
  if I look at all the content
• 42:43
  we produce and put out
• 42:45
  10 to 1 on the ads
• 42:47
  so even if someone sees my ads
• 42:49
  over and over and over again
• 42:51
  compared to content
• 42:53
  there's no difference
• 42:55
  the only thing that matters is that people see my face
• 42:57
  over and over and over again
• 42:59
  what are the cognitive biases
• 43:01
  called the mere exposure effect
• 43:03
  so basically what that means is that
• 43:05
  when we are exposed to someone
• 43:07
  more often we have a tendency
• 43:09
  to like them more
• 43:11
  or trust them more
• 43:13
  we'll see what happens this week
• 43:15
  because he had three times as much
• 43:17
  three media coverage
• 43:19
  compared to Clinton
• 43:21
  and it doesn't even
• 43:23
  you get a monkey running for president
• 43:25
  and if the monkey had the most exposure
• 43:27
  they would most likely win
• 43:29
  so advertising is almost like
• 43:31
  like it's like using Facebook
• 43:33
  or Instagram as your personal blog
• 43:35
  it's just people see your stuff more often
• 43:37
  like you're paying for visibility
• 43:39
  what you don't get
• 43:41
  that have your messaging
• 43:43
  and offer dialed in
• 43:45
  but the problem with organic
• 43:47
  is that it tastes forever
• 43:49
  not everyone sees your stuff
• 43:51
  and every platform is paid to play
• 43:53
  so if you can learn that game
• 43:55
  you know it's one of the fastest ways
• 43:57
  to grow a business
• 43:59
  and what you're optimizing for
• 44:01
  again is building a business
• 44:03
  not just becoming famous
• 44:05
  to become famous
• 44:07
  and I do believe that people
• 44:09
  have some vanity metrics
• 44:11
  and feeling like
• 44:13
  oh I'm doing a good job
• 44:15
  give myself a pat on the back
• 44:17
  is it actually leading to revenues
• 44:19
  is it actually leading to people
• 44:21
  paying you for your product or service
• 44:23
  and I think that's what you're solving for
• 44:25
  you're
• 44:27
  I don't know why people
• 44:29
  I don't know why people want to be
• 44:31
  famous
• 44:33
  I feel like people just
• 44:35
  didn't want to make more money
• 44:37
  and I know people just
• 44:39
  don't want to make money
• 44:41
  but I know people just
• 44:43
  don't want to make money
• 44:45
  I don't want to make money
• 44:47
  I'm looking to build
• 44:49
  I'm looking to hire some
• 44:51
  sales reps,
• 44:53
  severs and some of my email
• 44:55
  marketing is that something you can help with
• 44:57
  to help us go from 15k per month
• 44:59
  to 100k per month
• 45:01
  and as soon as you said that
• 45:03
  I'm like his whole business
• 45:05
  unfolded in front of my eyes
• 45:06
  I'm like, for your size following just so you know,
• 45:09
  your business should be well over a million dollars.
• 45:11
  And it's because his business wasn't optimized,
• 45:14
  as you said, to actually grow a business.
• 45:17
  Like he just had a lot of followers who were doing nothing.
• 45:20
  And I said, just for context,
• 45:23
  like our clients don't even hire their first VA
• 45:27
  until they're at about 25 or 30 K per month,
• 45:29
  let alone hire a whole market and team in sales reps.
• 45:32
  Like you have no margins to even do that.
• 45:34
  Yeah.
• 45:35
  A lot of, again, again, we always do the best we can
• 45:38
  is what we know.
• 45:39
  And most people just don't know how to build a business.
• 45:42
  Like they think they have to hire a PR person
• 45:45
  so they can be on TV.
• 45:47
  And then they're on TV.
• 45:48
  And then it's like, then what?
• 45:50
  Like I was on Dodge Ross in 2014
• 45:53
  and we sold 10,000 books in a day.
• 45:55
  And then the next week, nothing.
• 45:59
  Correct.
• 46:00
  Flip on the radar and everyone's like,
• 46:01
  that one appearance is going to be everything.
• 46:03
  It's nothing.
• 46:04
  It's a blip on the radar.
• 46:05
  If you don't have a foundation underneath that,
• 46:07
  you don't have a business.
• 46:08
  You're just going to be jumping from one thing to the next.
• 46:10
  You know, and you're like a dancing mic in a circus.
• 46:13
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  A huge thank you to Netsuite for supporting today's episode.
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  If you look at that funnel that you've built it,
• 50:12
  I have a couple of questions.
• 50:15
  And I think these are questions that people would ask
• 50:17
  or reasons as to why they wouldn't jump into the funnel
• 50:22
  the way that you've built it out
• 50:23
  and why they're trying to hire sales people
• 50:25
  and trying to build an audience.
• 50:26
  So in 2024, post iOS update, Facebook ads,
• 50:31
  it's really hard to make them profitable.
• 50:33
  So people are looking for alternative, well, no,
• 50:35
  I mean, like in pre Facebook update, yes,
• 50:39
  I know maybe because you do this for a living.
• 50:40
  So obviously this is the answer to the question.
• 50:43
  So what is the strategy to still use Facebook or Google,
• 50:48
  or I don't even know if you use Bing,
• 50:50
  or some sort of performance marketing successfully?
• 50:54
  What is the, so that you still run a positive row
• 50:56
  as a five X, you know, a $1 spend, $5 back kind of campaign?
• 51:02
  So the most important thing is you're offering or messaging.
• 51:06
  So a lot of people can build a funnel.
• 51:07
  I mean, you can get click funnels and build some pages
• 51:09
  and stick them together, like great,
• 51:12
  but that doesn't mean anything.
• 51:13
  So we look at, we call it a hike and bringing off her.
• 51:16
  So there's like five components to it.
• 51:17
  And essentially part of it is really like the messaging
• 51:21
  is very important.
• 51:22
  So with respects advertising, you know,
• 51:25
  some of the best audiences are just broad.
• 51:28
  So like 30 to 50, no interest, like just broad.
• 51:32
  And Facebook's algorithm or meta is so advanced now
• 51:35
  that if your messaging is on point and you sort of develop,
• 51:39
  like you started getting conversions,
• 51:40
  like leads or calls, but whatever you're optimizing for,
• 51:43
  meta will find more of those people.
• 51:45
  And so it's incredibly, a lot of people sort of freaking out
• 51:49
  when Facebook started getting rid of a lot of these
• 51:50
  very targeted interests.
• 51:52
  And I'm like, guys, this is actually way better
• 51:54
  because now your ads management is so much easier.
• 51:57
  You don't need to granularize all of your campaigns.
• 52:00
  You can just have a broad campaign, but here's the key.
• 52:03
  And I've been saying this since 2016, message is everything.
• 52:07
  Your messaging is everything.
• 52:09
  It's not about the campaign structure.
• 52:11
  It's not about the audience.
• 52:12
  Like, yes, obviously that factor is into it.
• 52:14
  But if your messaging is horrible, if it's ambiguous,
• 52:18
  if it's not clear, if it doesn't speak to the pain points
• 52:20
  for the desires, it's never going to work.
• 52:23
  So that's 100% the most important thing on any platform.
• 52:28
  The second thing is understand the economics of your business.
• 52:31
  So I speak with enough people
• 52:34
  where I've actually shot some videos about this on YouTube.
• 52:36
  And, you know, they want to sell a $200 course, right?
• 52:39
  So I'm going to sell a course on a passive income.
• 52:41
  And I'm like, cool.
• 52:43
  So I noticed you've got like 100 followers on Instagram.
• 52:45
  What's the game plan?
• 52:46
  Like no one's, no one's buying the course.
• 52:49
  And I'll break down.
• 52:50
  I'm like, let's just say that you wanted to run ads.
• 52:53
  Cool. So you're going to pay what a dollar per click to run ads
• 52:56
  to like a sales page that like less than 1% of people
• 52:58
  are going to buy from because they don't even trust you.
• 53:00
  So when you break down the math economically,
• 53:03
  it doesn't even make sense to run ads to anything.
• 53:05
  I was going to high-ticket offer with the exception.
• 53:09
  And the exception to this is if you are a very, very experienced
• 53:14
  marketer where you understand copywriting to a very high level,
• 53:19
  you know how to shrink together a very compelling offer
• 53:22
  and upsell flow where you can increase the average order value
• 53:24
  to whatever.
• 53:25
  But you have to understand that like running ads
• 53:27
  to a low-ticket offer is one of the hardest things
• 53:32
  to ever make profitable.
• 53:33
  My whole most of my first business was on that stuff.
• 53:36
  And just for context, my last big push in that business
• 53:41
  was a free-plus shipping offer for a cookbook.
• 53:44
  So it's a free cookbook.
• 53:46
  We'd send it to your door.
• 53:47
  You pay $7.95 for shipping, but you can't make money on that.
• 53:50
  So we split test at nine different upsell flows.
• 53:53
  Each one had a combination of four different upsells,
• 53:55
  so 36 possible variations,
• 53:58
  all so that we could increase the average order value
• 54:00
  from $18 to $22.
• 54:02
  So we're profitable.
• 54:03
  And I'm like, what am I doing here?
• 54:05
  This is ridiculous.
• 54:07
  By contrast, if you have, for instance,
• 54:10
  like a perfect client pipeline where you're running ads,
• 54:13
  you bring people into watch your masterclass
• 54:15
  a percentage of them are like, wow, this makes sense.
• 54:17
  Like I drive with your philosophy.
• 54:18
  The next step is to book a call.
• 54:20
  If you spoke to 10 people, and let's say you charge $5,000,
• 54:25
  and you were the worst at converting people on the phone.
• 54:27
  Even if you just enrolled one person out of 10,
• 54:29
  which is very, very normal for most people,
• 54:33
  you're still way more profitable
• 54:35
  than if you try to sell a low-ticket item
• 54:37
  and having a fuss with upsell flows.
• 54:39
  So the benefit of, so one is the messaging has to be dialed in.
• 54:43
  The second is the economics under business
• 54:45
  and notably charging a higher ticket right off the bat.
• 54:49
  Because one, you'll attract people
• 54:52
  who actually want to solve the problem.
• 54:53
  Like you're not just getting tips
• 54:54
  where transformations required.
• 54:56
  You're helping someone fundamentally put an end
• 55:00
  to the problem they're suffering with.
• 55:01
  And that's the most important thing.
• 55:03
  It's like, why sell something for $5 when you could actually
• 55:06
  solve the person's problem?
• 55:08
  And that's it for five grand.
• 55:10
  Now are people gonna say it's too expensive?
• 55:11
  They can't afford it for sure.
• 55:13
  But they're gonna say that anyways at $100.
• 55:15
  So you don't need to speak with 100 people to get one yes
• 55:18
  like you would on a $10 ebook.
• 55:20
  You talk to 10 people get one yes, you're profitable.
• 55:24
  And then you build the skill of learning
• 55:25
  how to have these conversations.
• 55:27
  So then on 10 conversations, maybe it's three or four people
• 55:30
  say yes, and all of a sudden you four extra business
• 55:33
  just by building the skill and nothing else
• 55:37
  in the funnel has changed.
• 55:39
  And that just gives you way more margin.
• 55:40
  So the reason I'm all in on this,
• 55:42
  at least with our market, is that we're working
• 55:45
  with health professionals, not sales professionals.
• 55:48
  Right, we're not working with professional marketers.
• 55:50
  And what having a higher ticket off for allows them
• 55:53
  is it gives them so much more margin
• 55:56
  to not have to be perfect.
• 55:58
  Because if they charged $200,
• 56:00
  then they would have to be maniacal
• 56:02
  but every single part of their marketing
• 56:05
  and they'd go crazy.
• 56:07
  Now it's not to say that they shouldn't look at optimizing
• 56:09
  those things over time,
• 56:11
  but that's not what they wanna do
• 56:14
  and nor do you have to do that stuff.
• 56:16
  So those are the two big things
• 56:18
  to making meta ads, Facebook ads work is the messaging
• 56:21
  and then the offer in terms of having a higher price point.
• 56:25
  So when you look at all the different things,
• 56:26
  different products that people can launch,
• 56:29
  you can have these lead magnets that are really free.
• 56:32
  If you have a $100 item or a $200 ebook or whatever,
• 56:37
  then maybe that is better suited.
• 56:40
  Maybe that could even be used as a lead magnet
• 56:43
  for a higher ticket offer as opposed to you trying to,
• 56:45
  like you mentioned before,
• 56:46
  it's very hard to make that profitable.
• 56:47
  So maybe don't be running ads to that.
• 56:49
  If you had a large organic audience
• 56:52
  that you've already built,
• 56:53
  then maybe you can throw that into the mix
• 56:55
  and then up sell from there,
• 56:56
  but ultimately you don't wanna be spending money
• 56:59
  to acquire customers at a sub $200 price point.
• 57:02
  That could be difficult.
• 57:03
  I mean $20 or whatever is very difficult.
• 57:06
  200, you could maybe do it,
• 57:08
  but still $5,000 makes a lot more sense.
• 57:11
  So if you start again, and this is all about focus,
• 57:14
  it's all about focusing on the thing
• 57:16
  that's gonna make the most financial sense for your business.
• 57:17
  So I was not saying that you can't have a $100 product
• 57:20
  or a $20 ebook or a lead magnet
• 57:23
  and a high ticket item.
• 57:24
  It's like, okay, where should you start?
• 57:26
  So you can start to make a little bit of money.
• 57:28
  So once you start to make a little bit of money,
• 57:30
  first of all, you can scale that.
• 57:31
  Maybe you realize you don't have to have $100 or $20
• 57:34
  or $50 product.
• 57:36
  Maybe you realize you can just stick with that,
• 57:38
  but also then that'll give you some,
• 57:40
  that'll actually give you some revenue
• 57:41
  to help you build up these other products properly
• 57:44
  so that you're not stressed financially
• 57:46
  as you're trying to figure out the perfect possible,
• 57:50
  add campaign for a $20, $30, $40, $50 product.
• 57:54
  Maybe that, or maybe you don't wanna,
• 57:56
  maybe you don't wanna run out,
• 57:57
  so maybe you hire somebody to help you with your social
• 57:59
  and you've grown organic audience and that product for that.
• 58:02
  But ultimately, money makes the world go round
• 58:04
  and you need some money to be able to test
• 58:06
  all these different things.
• 58:06
  Start with high ticket.
• 58:09
  When you want somebody to start with a high ticket product,
• 58:14
  how do they justify the value of that product?
• 58:16
  What are the things that they should look for
• 58:18
  in structuring that product so that it makes sense?
• 58:21
  I heard you mentioned transformation, which is important,
• 58:24
  but what does that actually mean
• 58:25
  to somebody's trying to build something?
• 58:27
  So the unique position that we're in with our clients
• 58:30
  is we're talking, we're helping world-class experts.
• 58:33
  These are practitioners and doctors
• 58:36
  who can save someone's life.
• 58:38
  We're not just like, I just got certified last weekend.
• 58:42
  I lift some weights and I'm gonna bring some clients on.
• 58:44
  We're talking to people who are world-class
• 58:48
  and the challenge with our clients
• 58:50
  is that they actually devalue their own value
• 58:53
  because they're so close to it.
• 58:55
  And I'm like, hey, guys, remember in my eyes,
• 58:58
  there's no other profession that is more important
• 59:02
  than if someone's had debilitating migrants for 20 years.
• 59:07
  If they've been up and down on the weight roller toaster
• 59:10
  for 10 years and they feel like shit,
• 59:11
  every time they look in the mirror,
• 59:12
  and you can come along and help them eradicate that problem,
• 59:16
  is that not worth two, three, four, $5,000?
• 59:20
  Well, I mean, I wanna make health accessible for everyone.
• 59:23
  Well, good, come to Canada and see how that works.
• 59:25
  It doesn't work, right?
• 59:27
  When people don't pay, they don't pay attention.
• 59:28
  And if you wanna make healthcare accessible for everyone,
• 59:31
  my take is fill up your cup first
• 59:34
  with those who are willing to meet you at that level
• 59:36
  and then give everything else away for free.
• 59:39
  And you can do that, whether it's like for me,
• 59:42
  I'd say we have our hard-take coaching
• 59:45
  and then everything else I give away for free on YouTube.
• 59:47
  And if you wanna donate to charity,
• 59:49
  you can't donate to charity if you have no money.
• 59:51
  So that's the context like you have to be an expert
• 59:54
  at solving a significant problem for someone.
• 59:57
  So if it's, and again, it's not just,
• 1:00:00
  you don't just have to be a health professional officer,
• 1:00:02
  you can be into business where finances are accounting
• 1:00:04
  or anything where someone has a bleeding neck problem
• 1:00:08
  or a very, very strong desire.
• 1:00:10
  And obviously if you go upstream, up market,
• 1:00:12
  where you're dealing with business owners
• 1:00:14
  or people in whatever neck of the woods they're in
• 1:00:17
  that are a little bit more sophisticated,
• 1:00:19
  then it's generally a little bit easier
• 1:00:21
  than working with absolute beginners, right?
• 1:00:23
  Like if you're working at beginners in any market,
• 1:00:26
  it's gonna be a bit challenging to go premium price.
• 1:00:29
  So the most important thing is to recognize, okay,
• 1:00:33
  where's the problem?
• 1:00:34
  Where's the bleeding neck problem that I can solve?
• 1:00:38
  And then understanding that it doesn't even matter
• 1:00:40
  what people charge.
• 1:00:41
  If you have competitors which you probably
• 1:00:42
  will in any market, who cares what they charge?
• 1:00:45
  I would be looking at like obsessing about your clients
• 1:00:48
  instead of the competition.
• 1:00:49
  And at the end of the day,
• 1:00:51
  pricing in my eyes is 100% arbitrary.
• 1:00:54
  There's really no formula to saying,
• 1:00:56
  it should be 5,500 instead of 5,000.
• 1:00:58
  No, it's just like where do you have the most conviction?
• 1:01:01
  And the way I look at this is like,
• 1:01:02
  as long as the value you're helping someone
• 1:01:05
  or you're given to someone
• 1:01:06
  and more specifically the outcome you're helping them achieve
• 1:01:09
  is perceived or true
• 1:01:13
  in terms of its value relative to price,
• 1:01:15
  then you can price it wherever you feel comfortable.
• 1:01:18
  So if someone's able to save someone from 20 years of migraines,
• 1:01:22
  like how do you even put a price tag on that?
• 1:01:24
  Yeah, that's one of the ways you understand what you're saying.
• 1:01:26
  But I know you have anything for that.
• 1:01:28
  Yeah, but also like with health,
• 1:01:31
  well if you've got migraines, is that,
• 1:01:33
  is that like if you're working somewhere,
• 1:01:35
  is that a liability or an asset?
• 1:01:37
  Oh, you can't show up to work every other day.
• 1:01:39
  Do you think, well, what would happen
• 1:01:41
  if you lost your $80,000 of your job?
• 1:01:44
  Now we have an $80,000 of your problem,
• 1:01:46
  not just the 5,000 or a solution.
• 1:01:48
  So a lot of this is being able to have the conversation
• 1:01:50
  to show people the context of the gravity of their situation.
• 1:01:54
  And that could be a health thing.
• 1:01:55
  It could be, you know, whether you're a contractor
• 1:01:58
  or like it doesn't matter what it is.
• 1:01:59
  It's about being able to articulate
• 1:02:02
  the problem someone's experiencing.
• 1:02:04
  They have to be in enough pain to want to change.
• 1:02:08
  And then your solution needs to fundamentally
• 1:02:10
  solve the problem once and for all.
• 1:02:12
  And if you can do that, then you,
• 1:02:14
  I mean, there's no reason you shouldn't
• 1:02:16
  command premium prices.
• 1:02:17
  Because in my experience, you always get what you pay for in life.
• 1:02:22
  Yeah, right?
• 1:02:23
  The only exception to that,
• 1:02:24
  I have personally noticed is wine.
• 1:02:26
  I don't really drink,
• 1:02:27
  but I've also had $900 bottles of wine
• 1:02:30
  that were not as good as a $20 bottle.
• 1:02:32
  So, I mean, but wine is not healthcare.
• 1:02:36
  Oh, wine is not solving.
• 1:02:38
  Wine is not solving, you know,
• 1:02:41
  financial problems in your business.
• 1:02:43
  Wine is not solving the fact that my customer pipeline
• 1:02:46
  is driving up, drying up, excuse me.
• 1:02:48
  And I'm, you know, my revenues declining year over year.
• 1:02:52
  And I have no idea what to do about it.
• 1:02:53
  And this is the only way I support my family.
• 1:02:56
  So I think that, yes,
• 1:02:57
  I think that bleeding neck problems
• 1:02:59
  are a little bit different.
• 1:03:00
  And I think that you do get what you pay for.
• 1:03:03
  I want to understand one other piece
• 1:03:07
  of how you position this.
• 1:03:09
  Because when you sell a high ticket product
• 1:03:12
  or a high ticket item that's solving
• 1:03:15
  is bleeding neck problem,
• 1:03:17
  the perception from the customer is my problem
• 1:03:20
  is so unique to me and I need personalized care.
• 1:03:24
  I need personalized triage to fix this thing.
• 1:03:26
  Whether or not it's a migraine
• 1:03:28
  or the fact that I'm getting audited by the IRS,
• 1:03:30
  I need, I need someone to come in
• 1:03:33
  and like hold my hand and solve this,
• 1:03:35
  which that's great.
• 1:03:36
  That's what will allow them to spend the $5,000,000.
• 1:03:41
  But you mentioned something before.
• 1:03:43
  You mentioned like group coaching is very effective
• 1:03:46
  because it's one person teaching 5, 10, 20 people.
• 1:03:50
  Obviously that hours of that per of the,
• 1:03:55
  of the, you know, the coaches, consultants,
• 1:03:58
  service providers time is now worth exponentially more
• 1:04:01
  because they can do it in this group coaching session,
• 1:04:03
  which allows them to scale.
• 1:04:04
  So how do you, there's two different ideas here.
• 1:04:07
  There's two different points of view.
• 1:04:09
  On one end, you have the customer
• 1:04:10
  who wants to spend $5,000 for personalized care.
• 1:04:13
  On the other end, the service provider wants to scale
• 1:04:15
  and bring 20 people onto a call at once.
• 1:04:18
  How do you reconcile these two ideas
• 1:04:20
  so that you can build a business around it?
• 1:04:22
  Because even, even if you do $5,000 an hour,
• 1:04:25
  there's still a point where that doesn't scale.
• 1:04:27
  You only have so many hours in a day
• 1:04:28
  and we're all optimizing for freedom.
• 1:04:30
  So you do need to have this group coaching environment
• 1:04:33
  to really get a significant return on these types of,
• 1:04:37
  you know, these type, a significant return on your expertise.
• 1:04:41
  But that runs conflict to what the people
• 1:04:43
  are trying to accomplish.
• 1:04:45
  Yeah, so it's a great question.
• 1:04:46
  And I'll address this in two ways.
• 1:04:48
  One is contextualizing the value.
• 1:04:51
  And second is understanding, like a lot of times,
• 1:04:55
  we're not even aware of what we're not aware of.
• 1:04:57
  So a lot of people think that one on one is better
• 1:04:59
  because they're giving them our personalized attention.
• 1:05:02
  But the example I like to give is like,
• 1:05:04
  if I had a magic button that I could press on your forehead
• 1:05:08
  and it would get you to the outcome you want,
• 1:05:10
  or we could have a one hour conversation once a week
• 1:05:13
  over the next couple of weeks to eventually get you there,
• 1:05:15
  which one would you prefer?
• 1:05:18
  And most people would say the magic button.
• 1:05:19
  It's like, cool.
• 1:05:21
  Well, I don't have that magical power,
• 1:05:23
  but what it tells me is you're more interested
• 1:05:24
  in the outcome than how we get you there.
• 1:05:28
  It's like, okay.
• 1:05:29
  So is there any, and now again,
• 1:05:30
  if you have a track record and what you're doing,
• 1:05:32
  and it's like, well, is there any reason to believe
• 1:05:33
  that with our proven process,
• 1:05:35
  you would not be able to get where you want to go
• 1:05:36
  with this type of setup.
• 1:05:38
  So part of that is recontextualizing the value.
• 1:05:41
  And if someone is still like hell bent on a special snowflake,
• 1:05:44
  then you can certainly add office hours
• 1:05:46
  into a group type of program.
• 1:05:49
  So let's say you have your group coaching,
• 1:05:51
  and it's like one to 10, one to 20, whatever it is,
• 1:05:54
  you can still offer office hours.
• 1:05:56
  What office hours are like,
• 1:05:57
  let's say you take a two hour time block on a Friday
• 1:05:59
  from one to 3 p.m.
• 1:06:01
  You chunk it down as a 20 minute time slots
• 1:06:03
  and you give people the option
• 1:06:05
  to book in on those specific times.
• 1:06:09
  So now it's on your terms,
• 1:06:11
  not just some random one hour conversation here and there.
• 1:06:14
  And I did this when I started,
• 1:06:16
  and I realized that all these 101 conversations
• 1:06:18
  were the same conversations I was having in our group calls.
• 1:06:21
  I'm like, I don't need to have these conversations anymore.
• 1:06:24
  And the other component to this is that
• 1:06:27
  it's not just like the leverage that you get
• 1:06:29
  as the coach or the business owner.
• 1:06:31
  More importantly, it's the leverage that is created
• 1:06:35
  by having this community of people who support each other.
• 1:06:39
  And what you'll find, and this is what we have found,
• 1:06:42
  we actually have clients from around the world,
• 1:06:44
  and they organize meetups in their local towns.
• 1:06:46
  Like, hey, who's in Vancouver, who's in Boulder,
• 1:06:48
  and they'll get together in these co-working spaces
• 1:06:51
  and have these meetups.
• 1:06:52
  I'm like, this is beautiful.
• 1:06:53
  Like people are starving for community.
• 1:06:56
  And so there's this whole piece
• 1:06:59
  that a lot of people don't even recognize until they're in it.
• 1:07:02
  And they're like, this is probably the most valuable piece.
• 1:07:05
  Like they'll come for the content or the system,
• 1:07:08
  but they'll stay for the community.
• 1:07:10
  So that's the first thing in terms of recontextualizing
• 1:07:13
  the value, the second way, just from a positioning perspective,
• 1:07:16
  is if you want to position your group
• 1:07:20
  as more interesting, more valuable,
• 1:07:22
  or as the more ideal thing for someone to purchase,
• 1:07:25
  just price your one-on-one out of the universe.
• 1:07:30
  So for me, if someone wants to work with me one-on-one,
• 1:07:32
  it's 160 grand for six months.
• 1:07:34
  You have one call a month, and you have to be doing,
• 1:07:36
  you have to do $2 million more already.
• 1:07:39
  But why would you do that?
• 1:07:40
  When you get more access to me,
• 1:07:42
  and up to 40 coaching calls a week
• 1:07:44
  with my entire team of world-class experts
• 1:07:47
  for pennies on the dollar.
• 1:07:48
  Yeah.
• 1:07:49
  You don't need this, just do this instead.
• 1:07:51
  It's like, well, okay, so now if price anchored this,
• 1:07:54
  I'm just trying to push people away
• 1:07:56
  from even considering that.
• 1:07:57
  And now this seems like a much better,
• 1:07:59
  not just price point, but there's more value.
• 1:08:01
  There's actually more personalized support.
• 1:08:03
  There's more of this over here.
• 1:08:05
  And so that's one of the things I strongly recommend
• 1:08:08
  people consider if they're wanting to minimize
• 1:08:10
  their one-on-one, is just price it out of love
• 1:08:12
  or if someone gave you that money, be like,
• 1:08:14
  shit, cool, I'll take it.
• 1:08:15
  I'll do it.
• 1:08:16
  Yeah.
• 1:08:17
  I think that's really smart.
• 1:08:19
  As we spoke about, this is exactly how
• 1:08:23
  somebody can scale this high ticket offer.
• 1:08:26
  You speak about systems, you speak about automation,
• 1:08:29
  you speak about building out these processes
• 1:08:31
  that allow you to scale it even further.
• 1:08:34
  What would be some advice as somebody who set this up?
• 1:08:37
  Now they want to sort of take it to the next level.
• 1:08:38
  You mentioned like you have coaches that come in
• 1:08:41
  that are not you.
• 1:08:43
  Where are the highest leverage points
• 1:08:46
  that somebody can scale this kind of business?
• 1:08:48
  So number one is skill.
• 1:08:51
  There's no replacement for skill.
• 1:08:56
  Because if you don't scale up,
• 1:08:58
  you will be forced to hire people prematurely
• 1:09:01
  and that will eventually put your business
• 1:09:02
  in a very tough situation.
• 1:09:04
  So what this looks like is,
• 1:09:06
  I don't want to do sales calls.
• 1:09:08
  So I'm going to hire someone else to do that.
• 1:09:10
  Okay, cool.
• 1:09:11
  So you're making 10 grand a month.
• 1:09:12
  You're going to hire sales rep
• 1:09:13
  who's going to sell your $2,000 program.
• 1:09:15
  Number one, there's no margin for them
• 1:09:16
  to have commission on.
• 1:09:18
  And let's just even say you had to charge more
• 1:09:20
  and they come in and you haven't done this enough.
• 1:09:22
  So now you can't even coach them.
• 1:09:25
  And you've got someone taking the most important piece
• 1:09:27
  of your business, which is acquisition,
• 1:09:29
  off your plates, you're like, cool, I don't have to do that.
• 1:09:32
  Well, guess what's going to happen?
• 1:09:33
  They're going to suck on the phone.
• 1:09:34
  They're going to tank your business.
• 1:09:35
  And this actually happens to a few of our clients
• 1:09:38
  because they decided not to take our advice.
• 1:09:39
  So I don't want to do sales calls.
• 1:09:41
  Like, shit, I almost bankrupted my business
• 1:09:44
  and now they're taking it back on.
• 1:09:45
  So number one is you have to build the skill.
• 1:09:47
  Like there is no replacement.
• 1:09:49
  I think one of the biggest problems is a lot of people,
• 1:09:53
  they're trying to delegate everything.
• 1:09:55
  They're not able to delegate, they're advocating it.
• 1:09:56
  They're like, I don't want to do marketing.
• 1:09:57
  I'm going to hire an agency.
• 1:09:59
  Cool.
• 1:10:00
  So you're going to pay five, 10, 15, 20,000 a month.
• 1:10:03
  And then let's just say what happens
• 1:10:04
  when that relationship ends?
• 1:10:06
  You're left with your pants down and you have no skill.
• 1:10:10
  So that's not a good position to be in.
• 1:10:13
  Or you could learn how to be a better communicator, right?
• 1:10:17
  Which is the, I think the number one skill
• 1:10:19
  for a business owner or CEO to have.
• 1:10:21
  And that can translate into your emails,
• 1:10:23
  into your audios, your videos,
• 1:10:25
  your messaging under Facebook ads, whatever it is.
• 1:10:27
  And eventually when you want to hire someone,
• 1:10:30
  at least you can see, like,
• 1:10:31
  you'll know what good looks like
• 1:10:33
  and you can manage and coach them on the sales front.
• 1:10:36
  I don't want to do sales calls forever,
• 1:10:37
  but I was doing five to six calls a day
• 1:10:39
  when I first started this company like seven years ago.
• 1:10:41
  But my vision was, I'm going to crank this out
• 1:10:43
  over the next couple of months.
• 1:10:44
  I'm going to build examples of what success looks like.
• 1:10:48
  Once I've built up the margin,
• 1:10:49
  then I'll go find one or two people to support me
• 1:10:52
  and build out from there.
• 1:10:53
  As opposed to saying, I don't want to do this, you do it.
• 1:10:56
  And then, you know, like you're screwed.
• 1:10:58
  So the number one thing is to understand
• 1:10:59
  you have to build the skills
• 1:11:02
  and the skills will stay with you forever.
• 1:11:04
  Like you can lose your business,
• 1:11:07
  but you'll never lose your skills.
• 1:11:09
  So that's the first thing
• 1:11:10
  and the skills will always
• 1:11:11
  they'll change as your business grows.
• 1:11:13
  So it's going to be like sales and marketing
• 1:11:14
  related skills initially,
• 1:11:15
  then it's going to be leadership skills over time.
• 1:11:18
  That's the first thing.
• 1:11:19
  And then I think, you know,
• 1:11:20
  looking at just that alone can help you get
• 1:11:23
  to more than a million dollars
• 1:11:25
  just by scaling up around the messaging, the sales,
• 1:11:28
  and then over time, the next skill is going to be,
• 1:11:30
  how do we take those skills that we've built?
• 1:11:33
  And now, how do we implant that into other people
• 1:11:36
  that can then do the work for you?
• 1:11:38
  So that becomes more of a leadership and managerial skill,
• 1:11:41
  which is now transferring,
• 1:11:43
  so it's not just coaching clients,
• 1:11:44
  but it's coaching your team to coach your clients
• 1:11:47
  and then building all that up.
• 1:11:48
  So it's just, you know, new skills
• 1:11:50
  as you go through with the process,
• 1:11:51
  but that's the most important mindset
• 1:11:55
  to have in this whole process.
• 1:11:56
  It's not about passive income.
• 1:11:58
  It's not about, I just want to coach my clients.
• 1:12:00
  I'm going to delegate everything else.
• 1:12:02
  You got to learn the skills.
• 1:12:03
  You got to sweep the floors metaphorically speaking.
• 1:12:06
  Yeah.
• 1:12:07
  Your business will be much, much stronger for that.
• 1:12:10
  So what we do here is like,
• 1:12:11
  we have like a high ticket solo printer business.
• 1:12:15
  You're saying that this can get to,
• 1:12:17
  without even without even adding new people into the mix,
• 1:12:20
  this can already turn into a million dollar business
• 1:12:22
  to seven figure business.
• 1:12:24
  Yeah, that's like you.
• 1:12:25
  So just to clarify the,
• 1:12:26
  so our clients, again, in the neighborhood
• 1:12:28
  of like a two to five thousand dollar prize point,
• 1:12:30
  our clients will typically get to about 30 K per month
• 1:12:33
  by themselves. Okay. Okay.
• 1:12:35
  From there, you know, having assistance,
• 1:12:36
  build it out a little bit more. Yeah.
• 1:12:38
  But not a, not, not a significant amount of infrastructure
• 1:12:41
  to scale this to a seven figure business.
• 1:12:43
  So when, when you can build these systems,
• 1:12:46
  you built the funnel, you built the systems.
• 1:12:47
  Maybe you have a VA.
• 1:12:49
  You're still doing a lot of the sales calls yourself.
• 1:12:51
  You have a super high margin. Yeah.
• 1:12:54
  Business that's doing over seven figures.
• 1:12:56
  And then if people want to scale it more,
• 1:12:58
  that's when you start to bring in sales leaders
• 1:13:01
  or you teach over because you've already been doing the sales
• 1:13:05
  to over a million dollars.
• 1:13:06
  So that's when you can start to bring in somebody
• 1:13:08
  who you can teach to sell your product or service.
• 1:13:10
  But you have, you now you have a little bit of budget
• 1:13:12
  to pay for premium talent too.
• 1:13:14
  So they're not going to screw everything up.
• 1:13:16
  I think people delegate a little bit too soon.
• 1:13:18
  I do think that people delegate a little bit too soon.
• 1:13:20
  But and then once you, once you build the systems and frameworks,
• 1:13:23
  and you start to hire after seven figures,
• 1:13:26
  then you can scale this to unlimited.
• 1:13:28
  There's really no end. Yeah.
• 1:13:30
  Yeah. Like the ceiling is the,
• 1:13:32
  I mean, there's, there's no ceiling.
• 1:13:33
  Like there's just like wherever you want to take this.
• 1:13:36
  And just understand that the bigger you want to go,
• 1:13:38
  there's going to be more complications, right?
• 1:13:40
  Like it's fine, but you can figure that stuff out
• 1:13:42
  as you grow and as you build skills.
• 1:13:44
  And as you have as you build the right team around you over time.
• 1:13:48
  So I mean, all of it is figure outable for sure.
• 1:13:51
  What would be the biggest mistake that people make
• 1:13:54
  when trying to transition from service provider
• 1:13:58
  into solo printer?
• 1:14:00
  I think the biggest one is kind of just touching
• 1:14:03
  on what I just mentioned is they still
• 1:14:05
  want to just do the delivery.
• 1:14:07
  I just want to talk with clients and patients.
• 1:14:10
  It's like great, well, that's not going to happen
• 1:14:12
  if no one knows you exist.
• 1:14:14
  So you have to understand, you have to wear the hat
• 1:14:16
  of marketer promoter.
• 1:14:19
  However you want to label that.
• 1:14:21
  And you're going to have to do that for a moment.
• 1:14:23
  And it's also the highest value you use of your time.
• 1:14:25
  Like if you sell a $5,000 package
• 1:14:28
  and you speak to three people for an hour each
• 1:14:30
  and one of them says, yes, there's nothing else
• 1:14:33
  in your business that has a higher effective
• 1:14:34
  hourly rate than doing that.
• 1:14:36
  So you're better off getting support on delivery first.
• 1:14:40
  You keep doing sales calls because you're going to sell
• 1:14:42
  your thing better than anyone else.
• 1:14:43
  And then you just take a huge amount of load off
• 1:14:46
  your calendar on the back end because you've hired a coach
• 1:14:49
  or a client success manager to help own a client success.
• 1:14:54
  And then over time, the last thing that in this type
• 1:14:57
  of business model we get off your plate
• 1:14:59
  is the actual sales calls because it's still
• 1:15:02
  the most effective use of your time.
• 1:15:05
  And but yeah, like it's you have to,
• 1:15:10
  we have to move from, I'm just the practitioner,
• 1:15:12
  the technician to the actual owner of like,
• 1:15:15
  how do I own lead gen?
• 1:15:17
  How do I take in acquisition?
• 1:15:20
  Do that for a moment.
• 1:15:21
  And then you can expand the team over time from there.
• 1:15:23
  So we basically given like a business masterclass
• 1:15:26
  for a service provider again,
• 1:15:28
  agnostic of industry on how to take what they're doing right now
• 1:15:31
  when they're just doing deliverables
• 1:15:32
  and delivery to their client
• 1:15:34
  and find a way to turn it into a real business.
• 1:15:37
  I know that people will probably want to go down the rabbit hole.
• 1:15:39
  I know that you have a lot of content online
• 1:15:42
  where should people go to connect with you,
• 1:15:44
  website, social, all that.
• 1:15:46
  First of all, thanks for having me on the show.
• 1:15:47
  It's been a really great conversation, Scott.
• 1:15:50
  I guess the two easiest places.
• 1:15:51
  Number one is if you want to just devour our content,
• 1:15:54
  you can just go to my YouTube channel.
• 1:15:55
  So it's at healthpreneur.
• 1:15:58
  And you'll see all of our stuff on there around business growth,
• 1:16:00
  marketing mindset, sales the whole bit.
• 1:16:03
  If you want to connect with me a bit more personally,
• 1:16:04
  you can just hit me up on Instagram at healthpreneur.
• 1:16:07
  Just say you saw me on the show.
• 1:16:09
  We'll hook you up with some cool stuff to help your business.
• 1:16:11
  And yeah, those are the two best places.
• 1:16:14
  Is there anything that I should have asked you
• 1:16:16
  some last words of wisdom or insight for people
• 1:16:19
  that are sort of going through this journey
• 1:16:21
  and trying to build a business
• 1:16:22
  that you think would be useful?
• 1:16:24
  It's always hard to answer that question,
• 1:16:25
  but I'd say just like as a parting thought,
• 1:16:28
  is lengthen your time horizon?
• 1:16:31
  Like big runways allow for bigger aircraft to land on them.
• 1:16:38
  So if you have a very big runway,
• 1:16:39
  you can create something pretty substantial.
• 1:16:41
  If you have a very short term focus,
• 1:16:43
  you're gonna have a limitation
• 1:16:44
  of what you can do with your business.
• 1:16:46
  And I understand there's always the balance
• 1:16:48
  of like I need to make money today,
• 1:16:50
  but also a lot of short term decisions
• 1:16:51
  can lead to things that don't necessarily do good things
• 1:16:55
  for a reputation.
• 1:16:56
  And I think part of the reason I've been in business
• 1:16:59
  for 20 years is to the best of my ability.
• 1:17:01
  I've taken a longer term approach,
• 1:17:03
  like with our current company healthpreneur.
• 1:17:06
  We want this to be around beyond my life.
• 1:17:07
  So that's a very long term vision.
• 1:17:09
  And that supports a lot of, I think, better decisions.
• 1:17:13
  So to the best of your ability,
• 1:17:14
  like just think as long term into the future,
• 1:17:17
  when we say something hasn't worked by when,
• 1:17:21
  like it hasn't worked dot dot dot yet, right?
• 1:17:24
  So lengthen your time horizon,
• 1:17:26
  and that's probably my parting thought on that.
• 1:17:29
  Amazing, all right.
• 1:17:31
  This is the last question that I ask everybody.
• 1:17:33
  You've had a great career.
• 1:17:34
  You've gone through multiple seasons in your life.
• 1:17:36
  If you could go back and tell your 20 year old self
• 1:17:38
  one thing about life, about health, about business,
• 1:17:40
  whatever it is, what would that thing be?
• 1:17:42
  Higher mentor sooner and specifically,
• 1:17:44
  higher mentor sooner.
• 1:17:46
  Like pay to play, because it changes the game.
• 1:17:48
  I waited a while to do it.
• 1:17:50
  It's the single best thing.
• 1:17:51
  It just it buys you speed, it buys you time,
• 1:17:54
  single best thing ever.