Latest / Callum Walker | Figuring It Out / Episode 32: The Magic Of Predictability: One Trick For Reliable Monthly Income

Transcript

Episode 32: The Magic Of Predictability: One Trick For Reliable Monthly Income · Callum Walker | Figuring It Out

• 0:03
  Speaker 1: If fear is the only thing stopping us from achieving our dreams and we only fear what we don't understand, then the antidote to fear is knowledge. All we have to do is find out who has the knowledge that we need to conquer our fears and achieve our entrepreneurial dreams. My name is Callum Walker, and welcome to the podcast that will help you figure it out and conquer this lonely entrepreneurial journey. Hello, everyone, and welcome to the podcast. Now I already know what you're thinking.
• 0:33
  I know what you are thinking. Why is he in the car again? What's happened to the audio? The last podcast was so crisp, beautiful, perfect, fantastic. And now we're back to the car.
• 0:48
  Yeah. I didn't say I'm gonna stop doing podcasts in the car. I also mentioned in that podcast that the secret is about being prolific. How can I be consistent? Well, I drive all the time.
• 1:00
  So I'm like, right. It allows me to be consistent. So I'm being consistent right now. So yeah. Now, how how was I able?
• 1:08
  How was I able to read your mind? I've got a really really cool story actually which I can actually make you some money which is quite cool. So I've only ever had one job. I've only well actually two. Two technically.
• 1:21
  My first job was I was working for my dad when I was 14. So my dad runs a flooring company and he got me fitting floors. So I was 14, up at five, home for eight, fitting floors. Guess how much I was earning? £3.20 an hour.
• 1:41
  Criminal! I will pay £3.20 an hour at 14 to fit floors all fucking day. It used to break me honestly. Anyway anyway anyway so that was my first job. And my second job which is the one that could make you a bit of money.
• 1:57
  And it's why I was able to read your mind. Because I am secretly a bit of a magician. I haven't brought my tricks out for quite some time. But secretly I am a bit of a magician. And my only other job I had was while I was at uni to raise some money.
• 2:11
  I was a waiter. I was a waiter at a restaurant called Giraffe. And I thought, I wasn't getting paid a lot. I was getting paid like £8 an hour or Yeah. It was about £8 an hour.
• 2:21
  So again like it wasn't a lot of cash. So was like, right. How could I earn a bit of extra cash? So there's only two ways in the waiting game that you could earn some more cash. Number one, do more hours.
• 2:33
  Now I was doing double shifts every day. So when I say double shifts, this is how stupid it was as well. So my double shift would be, I'd get in for eight to open up breakfast at 09:00. Breakfast was served nine till twelve. On average, two people would come in for breakfast.
• 2:51
  Like what is the point of opening up a restaurant at that time? So I do that up until 01:00 and then my next shift would then be 02:00 till close. Close was typically about 11:00 and then from eleven till twelve I'd have to mop the floors and clean the toilets. Yes. Yes that is what I had to do.
• 3:10
  So I did that all summer. I did that all through the christmas breaks until me and my manager decided that maybe this isn't the best job for me. Not because I wasn't very good, but more I was actually exceptionally good at waiting, but I wasn't very good at when they tell me to go and clean the sauces and those sorts of things, I wasn't very good at that. But you know what I was really good at? Which is the only other way you could make more money as a waiter.
• 3:37
  I'd already maxed out on the hours. But what I hadn't maxed out on was tips. And this is where I was so good. Because and this is the important of understanding your market. So this was a family restaurant which meant there were loads of kids.
• 3:55
  Loads of kids who could cause the parents a fucking nightmare if they're not entertained. So what did I do? I entertained the kids. How? I used to bring a pack of cards to every shift with me and I do magic tricks for the kids.
• 4:16
  I'd get tips of like Bear in mind, an average it was probably about roughly 10 to £15 a head. It would cost for a meal back then. I'd get at least a 10 tip. Yeah. Most like Not of every table.
• 4:31
  Some of them were just like miserable bastards and like stop doing tricks for my kid. I'm like, alright then. But yeah. I used to get loads of tips from that. And you know what's really shit?
• 4:42
  They then said I had to share my tips with the other waiting staff. And I was like, no. Like because Josh Josh doesn't even talk to the customer. Let doesn't even talk the alone bring a pack of cards. I bring a pack of cards and put smiles on the faces of the children but more importantly relieve the pain of the parents.
• 5:04
  Tell you what, there's a marketing story in that one. So yeah, that's how I was able to read your mind because I make a lot of yeah, I'm I'm a secretly magician. But what a great way of starting the podcast off. Because just look into that. Like what have I kinda done there?
• 5:20
  I identified a target market. I identified the problem. I then came up with a solution that not only solved the problem but relieved the pain of the individual and off the back of that they paid above and beyond what they were originally actually paying for. As Napoleon Hill said, if you do more than you are paid for, eventually you will be paid for more than you do. There we go.
• 5:40
  So what did I actually hop onto here for? I can't remember. There was that's the problem with me. The problem with me. I have a fantastic memory.
• 5:50
  For some reason, sometimes, my memory just goes to shit. I came onto here for a specific reason because I had some real wisdom to share to you. I can't remember. I can now remember what the wisdom is. Right.
• 6:03
  Here we go. The importance of first of all, controlling that shitty little voice that's telling you you're no good. Okay? And what we wanna do is actually kinda rewrite that narrative and showcase to you that actually is a load of bollocks. It's a load of bollocks.
• 6:20
  And the reason for that is that I guarantee there will be points in your coaching business where you're like, I just I can't get any clients in. I can't get any leads. I can't make money. I don't know where my next client's coming from. And it can feel like this monumentous task.
• 6:33
  This monumentous task. Now, one thing that I would say is really really look at numbers like your numbers in terms of how many people do I actually need to make some good money. And the reason why I'm saying that is because when you break it down in terms of people, it becomes less daunting instead of in terms of money. But also, one thing I would highly recommend that you do first of all, and this isn't gonna be mind breaking, mind blowing advice to begin with but it will be in a moment. Have a lead magnet.
• 7:11
  Make sure you have a lead magnet. And make sure that lead magnet is centered around a specific and clear problem and pain that this person is experiencing. So for example, I have a lead magnet which is my ultimate fat loss strategy which is five steps to overcoming any client weight loss plateau without a calorie deficit. Okay? So that's quite interesting.
• 7:36
  But also why is that appealing to a personal trainer or online coach? It's appealing because they probably have a client. They definitely have a client who isn't losing weight. They believe that this person is following the plan. They've already dropped their calories to a level they hope nobody finds out about.
• 7:53
  They've upped their expenditure so much that Jim feels like his legs gonna fall off and they can't just keep saying be in a calorie deficit be in a calorie deficit because that's not good enough to get back to their clients. They're just gonna kinda be found out for not really having a particularly clear plan to get this person out of their hole. So how does that why is this also appealing? Because the problem is that if they don't solve this problem of their client losing weight, then there is a real real risk of that client leaving or maybe even asking for a refund. But more importantly that kinda like doubt, that impostor syndrome can really really sink in heavily because we're like I should know this answer.
• 8:36
  Like I should know the answer to why my client isn't losing weight. I don't know the answer to this. I'm a fucking fraud. I'm a failure. Now how do I know that they experienced this?
• 8:46
  I know that because sorry. My phone is playing up then. But yeah. Like how do I know that that is the narrative that's going on in someone's mind? Because that used to go through my mind so much and I used to experience that problem until I overcame that problem by understanding weight loss isn't about calorie deficit and actually it's about lowering my clients insulin as opposed to their calories in order to get them to break through a plateau.
• 9:11
  So my lead magnet is a free training showing someone how to do that. Now why would I use a lead magnet? Well because effectively, when someone downloads that, what they're effectively saying is they're putting their hand up and saying I am experiencing that problem when I'm currently searching for help. So I remember I not long back, it's probably this time last year actually. I was delivering a session to my clients, to my guys and my elite coach and I was talking about the importance of a lead magnet.
• 9:43
  And I said to them, I said look, just look at this conversation. So what did I got up a direct message conversation with someone that I had. And I put a post up all about this and I said to get my free training, the ultimate fat loss strategy, DM me the word next level. So someone, a personal trainer, then commented on my post. They didn't comment, they DM me.
• 10:10
  They DM me the words next level. We then had a conversation with them like, look, know, I could do this and this. I'll send over the free training that's up in a second, but specifically why are you experiencing this problem? Like what's the challenge? We then had a conversation and then it got to the point where I said look all your answers are in the free training but actually we had a quite an in-depth conversation about this.
• 10:29
  I said look I've actually got a six week course coming up. It's this and this and do you fancy it? It's nine ninety seven. Do you fancy it? And then they were like yeah sign me up.
• 10:40
  So she signed up straight away. And I said to all of my coaches when I showed them this. I said have you noticed something really interesting? Like what is it? So for about five minutes, they're all going oh you did this.
• 10:53
  I'm like no. You did this. I'm like no. And then eventually my client John said you never send her the lead magnet. Exactly.
• 11:01
  It's not about the lead They don't want the training. They want the solution to the problem. They want the pain to go away. So yeah. So first of all, one, just through direct message, I managed to get a thousand pounds in which shows you that it's possible.
• 11:19
  But secondly, what we just wanna do is just showcase to people that I have the answer to your problem and I understand you. Now why am I bringing this up today? Because it can really really feel like sometimes that this is just never gonna happen. That I'm just not gonna be able to get any clients in. I'm not gonna be able to do this.
• 11:39
  I don't know where my next client's coming from. But having a lead magnet really really makes it simple. Because for me, I just in my mind, I just have a goal of all I need to do is get two of my ideal clients, an online coach, personal trainer, gym owner, who wants to level up their nutritional knowledge and really grow their business through providing amazing results. I just need to get two people to download that every day. That's it.
• 12:08
  That's my only goal. Because if I get two people to download my lead magnet every day, day. That's two people every day saying I'm currently experiencing this problem and this pain. But more importantly, I might not sound a lot, but it compounds over a year. Because if I get two people to download my lead magnet every day, sometimes it's more, sometimes it's less.
• 12:32
  At the end of the year, that's 730 ideal customers who have put their hand up and said I'm experiencing this problem. Now am I saying that all seven thirty of these are going to convert into customers? No. But if one in ten of those becomes a customer, that's 73 clients. And if I'm charging £250 a month and keep them for twelve months, well, that's £219,000.
• 13:01
  Just from getting two people a day to say, yeah I'm experiencing that problem. I'd like your help with that. And then one in ten, that's one in ten of those people become a customer. So as far away as you're sick. So again if we kind of break that down, that it is that compounding of small actions that really kind of makes this a possibility and a p the potentiality.
• 13:26
  And why is that so helpful for you? Not because not just because it's a useful strategy, but that should give you faith. Because you believe in the process. And I think that especially in the self development world, they talk about how you need to have belief. You need to have belief in yourself.
• 13:41
  You need to believe in you. And I'm gonna tell you why. I found that sometimes I've struggled to believe in me. And when I've believed in when I've struggled to believe in me, the thing that has kept me going is, but I've believed in my plan. So not right now, because I'm I'm actually I'm in a really good place at the moment.
• 14:01
  But previously, when I've been in that situation, I just don't know if I can do this. I then go back to my plan. I'm like but the plan makes sense and that just gives me that belief to just on the bad days, just make it one more extra day. On the good days when the energy is there, my god do we send it? Do we send it?
• 14:20
  So yeah. So just remember like there's loads of things that showcase that when it's broken down to its simplest form, your your business is possible. You should never go out of business because remember, especially as an online coach, personal trainer, a gym owner, there will always be people who are overweight and in pain. So you know, to make a $100, to make no. To make $50, you only need 17 people to pay you £250 a month for twelve months to make $50.
• 14:54
  17 people. Do you think you could find 17 people in the next twelve months who are overweight, unhappy and financially qualified. Yeah there's loads of pardon my French here. There's loads of fat rich people around. They're everywhere.
• 15:09
  So just remember that whenever you are maybe kind of like fearful, worrying and doubting that you know, this isn't gonna work. One thing I would do is go out into your local town, city, shopping center, etcetera. And just look at many people are overweight, they're everywhere. Which means that the people out there are there. And there's also financially qualified people.
• 15:37
  You know, I went to Universal Studios back in September and I was sat on Pluto's barge. So it was Popeyes water White Water Rapids ride, and I was sat there with seven other people, and all seven of those were in excess of 18 stone. They had all paid $300 to be there for the day. Overweight, financially qualified. They were there.
• 16:02
  Right in front of me. That's seven clients straight away who paid £300 for a day. You're telling me that I can't find someone to pay me £7,300 for a month for something that could change my life, not just something that gives me a burst of fun. So they are out there. Then again, those 17 people, if every one of those gave you one referral in the twelve month period, that's doubled your business and that takes you to a $100.
• 16:30
  And where do I find these people? Well, if you just get two people to download a lead magnet a day and then get one in 10 to become a customer. That's £219,000. That's a ridiculous sum of money. So it's possible.
• 16:49
  It is possible. So there we go. There we go. Right. Never forget as I just said, if every single one of clients gave you just one new client, you've doubled your business.
• 16:59
  But are you giving them a good enough reason to recommend you? If the answer is no, get in touch.