The YouTuber Making $1,000,000/Month
Summary
TLDRThe video script details the journey of a 25-year-old YouTube Creator who has achieved significant financial success by helping others grow their businesses. With a philosophy of 'less is more,' he has rapidly grown his channel to 880,000 subscribers in just 90 days and built a thriving business. His strategy involves a straightforward marketing approach, focusing on the quality of the product and sales ability, rather than complex funnels. The Creator emphasizes the importance of patience, time investment, and emotional management in business. Despite his success, he maintains a grounded lifestyle, attributing his drive to a fear of mediocrity rather than a desire for luxury. His business model is based on a single, focused product and he shares insights on how he grew his YouTube channel and handles client acquisition, underlining the significance of a strong work ethic and the value of focusing on one thing to achieve business success.
Takeaways
- 💰 The YouTube Creator's secret to success is focusing on doing less, which paradoxically leads to more productivity and growth.
- 📈 He grew his channel to 880,000 subscribers in 90 days by focusing on providing value and solving pain points for his audience.
- 🏠 Living in an exclusive location like the Palm Dubai is a reward for his hard work, but it also serves as a reminder to stay focused and not get distracted by luxuries.
- 🚗 Overcoming the fear of starting a business involves accepting that competence comes from doing the work, not just having confidence.
- 📊 His business success is built on a strong sales foundation, making thousands of cold calls before finding the right strategy that worked.
- 🔄 He emphasizes the importance of patience and time in business growth, suggesting that consistent effort over time is key to success.
- 💡 A simple marketing strategy is often more effective than complicated funnels, as it reduces friction for the customer and focuses on the product's value.
- 🍽 His unusual spending habits, like investing heavily in health and a specific diet, reflect his larger philosophy of focusing on what's important for personal well-being and business success.
- 👥 Building a business is not just about the individual; it's also about the team and the culture they create within the company.
- 🔗 The power of focus is highlighted by successful entrepreneurs like Warren Buffet and Bill Gates, who both attribute their success to concentrating on a single goal.
- 📉 The creator shares his content strategy, which involves making the type of videos he would enjoy and be compelled to watch himself, leading to a more authentic and engaging viewer experience.
Q & A
What is the YouTube creator's secret to success?
-The creator's secret to success is adopting a 'less is more' philosophy, focusing on doing fewer things but doing them better.
How quickly did the creator's channel grow in subscribers?
-The channel grew to 880,000 subscribers in just 90 days.
What is the creator's business model that allows him to work when he wants?
-The creator has built a business around helping other people grow their businesses, primarily through online courses and marketing strategies.
What is the creator's view on marketing poorly made products?
-The creator believes that the worse a product is, the more it needs to be masked with marketing, comparing it to 'wrapping a turd'.
How did the creator transition from struggling to becoming a successful online course creator?
-The creator transitioned by starting with an apprenticeship in sales, building his first agency, and then scaling exponentially by focusing on sales and marketing.
What is the creator's unusual spending habit?
-The creator has an unusual spending habit of buying large shipments of meat, spending about $2,000 a month on steak.
What is the creator's strategy for client acquisition?
-The creator's strategy involves reaching out to potential clients, offering to set more appointments for them, and using a proven system to convert those appointments into paying clients.
What is the name of the creator's company and product?
-The creator's company is called Imperium, and the product is named Easy Grow.
What is the creator's approach to building a killer product?
-The creator believes in investing a significant amount of time and effort into building a product, undergoing personal suffering to ensure the product is of high quality and truly helps clients.
How does the creator maintain his drive even while making a million a month?
-The creator maintains his drive by recognizing that work provides him with a sense of purpose and happiness, and he fears becoming miserable without it.
What is the creator's view on the importance of focus in business?
-The creator strongly believes in the importance of focus, stating that it's better to be deep in one thing than shallow in many, and that focus is a key to success.
How did the creator grow his YouTube channel rapidly?
-The creator grew his YouTube channel by making content that he himself would enjoy and be interested in, using a whiteboard video style, and being authentic.
Outlines
😀 From Struggling to Success: The Secret to Building a Million-Dollar Business
This paragraph introduces a 25-year-old YouTube creator who has managed to amass $1 million a month by helping others grow their businesses. His philosophy of 'less is more' has not only grown his channel to 880,000 subscribers in a mere 90 days but also built a business that provides him with the freedom to work at his own pace and live in luxury in Dubai. The creator reveals his simple marketing strategy, emphasizing that poor products require more marketing efforts, which he humorously compares to 'wrapping a turd.' He candidly discusses his journey from struggling to land a single client to becoming a successful online course creator, attributing his success to consistent effort and learning from experience.
💰 Scaling Up: From $10K to $100K and Beyond
The second paragraph delves into the creator's transition from making $10K to scaling up to $100K a month. He credits his success to his sales apprenticeship experience, where he built his first agency while making hundreds of cold calls daily. His perseverance, driven by a fear of mediocrity more than failure, led him to keep pushing forward. The creator also shares his unusual spending habits and his approach to client acquisition, emphasizing the importance of time and consistency in growing a business. He candidly discusses his initial financial goals, his motivation for starting a business, and the reality of the costs and value of living in an exclusive location like Dubai.
🚀 Building a Business: The Process and Client Acquisition
In this paragraph, the creator outlines the process of his business, Imperium Acquisition, and their product, Easy Grow. He explains the company's main sources of traffic, which include YouTube ads, organic YouTube views, and outbound cold emails. The sales process is described as highly efficient, starting from a YouTube video or ad that leads to a video sales letter, followed by a call with a sales representative. The representative uses a proven script to convert clients, who then join the program and start seeing results. The creator emphasizes the importance of building a killer product and the value of putting in the time and effort to create something worthwhile.
🎯 Focus and Simplicity: The Power of a Single Product
The creator discusses his decision to focus on a single product, Easy Grow, and the benefits of this approach. He cites the famous Warren Buffett and Bill Gates interview where both emphasize the importance of focus. The creator aims to find the limit of scaling a singular focused info business and believes in the power of concentrating on one thing deeply rather than spreading efforts across multiple products. He also explains the concept of operational drag and how having a single product streamlines business operations, making it more efficient and less complicated.
📈 Rapid Growth: Exploding the YouTube Channel and Content Authenticity
The fifth paragraph details the creator's strategy for growing his YouTube channel from 40,000 to 110,000 subscribers in just a few months. He talks about his shift from producing content that he found boring to creating content that he himself would enjoy and find compelling. This included using a whiteboard and being more authentic on camera. The creator also discusses his thumbnail strategy, which, despite being considered 'awful' by some, managed to intrigue viewers and drive clicks. He emphasizes the importance of having fun and being genuine in creating content that resonates with the audience.
🤝 Client Conversion: The Art of the Cold Call and Building a Sales Army
In the final paragraph, the creator shares his approach to cold calling and converting clients. He describes a scenario where he offers a guarantee to book a certain number of appointments for a business, refunding the difference if the target is not met. This approach is designed to alleviate risk for the client and build trust. The creator also talks about scaling this process by training others to make calls and building a team that can generate appointments, which eventually leads to creating a course on the subject and further expanding his business.
🏡 The Glamorized Struggle: The Realities of the Entrepreneurial Lifestyle
The creator reflects on the glamorized perception of the entrepreneurial lifestyle and the harsh realities that many face. He talks about the years of hard work required to achieve success, the mundane and repetitive tasks, and the constant ringing of Skype as part of the daily grind. Despite the challenges, the creator has persisted for eight years, highlighting the importance of perseverance and dedication in building a successful business.
Mindmap
Keywords
💡YouTube Creator
💡Marketing Strategy
💡Online Course Creator
💡Cold Calling
💡Client Acquisition
💡Business Scaling
💡Entrepreneur
💡Product Quality
💡Work-Life Balance
💡Sales Funnel
💡Focus
Highlights
A 25-year-old YouTube Creator has found success by adopting a 'less is more' philosophy, growing his channel to 880,000 subscribers in 90 days and building a business that generates $1 million a month.
His secret to success involves a simple marketing strategy: targeting products that need significant marketing investment due to their lack of inherent appeal.
The creator transitioned from struggling to land a single client to becoming a highly successful online course creator by focusing on sales and marketing.
He emphasizes the importance of working smart, not necessarily hard, and sometimes taking a day off to avoid burnout can be beneficial for productivity.
The YouTube Creator lives in an exclusive location, the Palm Dubai, which he justifies due to the solitude and peace it offers, as well as its use for team member collaboration.
Initially inspired by a Ty Lopez ad, he was motivated to avoid a traditional 9-to-5 job and started researching how to become an entrepreneur.
The journey from making $10K to $100K a month was achieved by repeating what worked and being patient with the growth of the business.
The Creator believes that confidence comes from competence, which is built by doing the work, thus encouraging others to take the leap into entrepreneurship.
His company, Imperium Acquisition, focuses on client acquisition through a combination of YouTube ads, organic traffic, and outbound cold emails.
The sales process is streamlined and efficient, with a team of sales reps using a proven system to convert clients, supported by a strong community aspect.
The Creator has a unique approach to product development, investing a significant amount of time into creating content that genuinely helps clients, viewing it as a form of philanthropy.
Despite his success, the Creator continues to work diligently, finding happiness in the work process and purpose in helping others grow their businesses.
He has a disciplined approach to taking time off, recognizing when he needs to rest but also maintaining a strong work ethic.
The Creator's business has a subscription model, which helps in retaining clients who value the community and ongoing support.
He has spent over 18 months working on his main product, Easy Grow, amassing what equates to over 10,000 hours of dedicated work.
The Creator believes in focusing on a single product to achieve deep expertise and competitive advantage, drawing parallels to successful companies like Apple and Google.
His YouTube channel growth strategy involves creating content that he himself would enjoy, leading to a more authentic and engaging viewer experience.
The Creator's thumbnail strategy, although considered 'awful' by some, is effective in driving clicks due to its authenticity and humor.
For those looking to start a business while employed, he recommends working extra hours outside of employment to build the business before making the leap.
The Creator emphasizes that time is the most important factor in business success, advocating for patience and consistent daily improvement.
Transcripts
this 25-year-old YouTube Creator is
making $1 million a month helping other
people grow their businesses and his
secret to success is doing less his less
is more way of thinking has grown his
channel 880,000 subscribers in 90 days
built him a business that allows him to
work when he wants and enables him to
live at one of the most exclusive
addresses in the world the Palm Dubai I
went to his house to ask him how he's
done it and he revealed the simple
marketing strategy generating him
Millions the worse someone's product is
the more they have to spend on marketing
to get it to work and that's why you see
all fanasy funnels and crazy stuff is
because like they're essentially like
wrapping a turd how we went from
struggling to land a single client to
becoming one of the most successful
online course creators on the planet i'
be driving I'm like oh maybe I just have
like a minor car crash so I don't have
to do Co calls today the truth about the
hours you need to put in grow a business
I've been working on that one video for
like 2 weeks now and some of his more
unusual spending habits I buy one of
these big shipments I once every two
weeks so this is probably like $2,000 a
month on Stak to my surprise Charlie
even called up strangers to show you
exactly how to turn them into paying
clients for yourself what it regarding
he it's regarding client acquisition um
I was just checking out your website and
I reckon I can get you more
appointments how much did you make
yesterday um yesterday we made
9,615 25 so what's that like $26,000 I
think should I verify this you can
verify it mate it literally says on his
screen is that in Focus yeah yeah that's
not a bad day's work it's not a bad
day's work mate so that's kind of
typical we'll do anywhere between like
$25 to $40,000 a day and we've been
doing that now for maybe 6 months
straight so so how much do you think
you've made since you started when you
were 17 well the majority of it would
have come in the last 2 years cuz we
sort of exponentially scaled probably
like 19 million Just sh of 20 million at
the moment and we'll probably hit 20 mil
in the next month or two so so how did
you get into online I came across a Ty
Lopez ad when I was like I think 17
years old I didn't want to go down the
normal route of the 9 to5 and I saw it
and I was like what is this dude doing
like he's he's cuz I thought the only
way you can get rich as if you're like
an actor or like a sports person and I
was skinny as hell and I didn't have the
confidence to so I was like I'm not
going to be rich I'm just screwed and
then this this Ty Oz gu on this advert
and he's like yeah I'm an entrepreneur
and I didn't know what an entrepreneur
was so I had to like literally Google it
and be like what does this weird French
word mean and that was really what
started for me I I I started doing some
Googling some research for some courses
and um started my first agency and that
would have been what so I'm nearly 26
now so that was 78 years nine years ago
nearly so you went straight from course
to creating a business how did you have
the confidence to just start a company
honestly M I didn't like I I think I
think your competence becomes your
confidence and I think like everyone at
the beginning has this weird Paradox
where they feel like they need to have
the confidence to start or the
confidence to do something but you you
don't the only way you build confidence
is by becoming competent and the only
way you become competent is by actually
doing it so there's a bit of a catch 22
and a chicken in the egg scenario where
like you people are like I don't have
confidence but you just need to do it
and get over that fear basically so back
then what was your what would have been
your goal um um I mean if I'm being
honest it was like the the financial
goal was to make 10K a month but like I
probably just wanted a girlfriend or
something like like throughout school
and stuff I was kind of like you could
say low status for lack of better words
so that that was a huge motivator I
wanted like fancy cars and the lifestyle
and I wanted to go to Barley and
Thailand and stuff like that so yeah it
was 10 grand a month was to together the
first how much does it cost to live here
it is total 13 million ad per year so
it's something like $300,000 a year is
it worth it you know what man like I
think so because I think just for the
like solitude it's yeah I'd say it's
worth it it's just amazing to just have
this sort of you know peace and quiet
team members come around all the time
and they work here as well so we do get
good commercial use out of the place and
it feels pretty worthwhile so yeah how
did you build your first business to
this 10K month I did the courses I
started my first little business didn't
really make any money cuz I didn't have
the confidence right as you said I I
didn't really know what I was doing went
to UNI and then when I was in uni I
dropped that dropped out after 6 months
and then the first thing I did when I
dropped out is I went to do an
apprenticeship in sales um and that was
where I buil my first agency whilst also
doing this sales apprenticeship which
was cold calling basically for my own
business when I was clear of the
apprenti I did about um 250 to 300 Co
calls a day for basically a whole year
like just six days a week non-stop it
was it was not fun it was hell so I had
a call through back home and my mom and
dad wouldn't it wasn't it wouldn't let
me but I wanted to use the home phone
for Co calls and it was like you know
10p a minute so my dad was like no way
so I had to take my um my laptop up to
um this hill and I would connect my
Hotpot to my laptop and I got like a
gift Gaff like plan as cheapest I could
possibly get it and I basically made
coold calls in my corser like in in the
top of this hill cuz the only place
there was signal and so I called this
guy called Ian um in January of 2020 or
2021 I can't remember now but he he
became a client after like a month and
dude when I got that payment in it was
£1,000 and he wire transferred it I was
B I didn't know what to do I had to go
and get my dad be like Dad I don't know
what to do like what have I done um and
then the next client came from the same
thing from coold coing um how many how
many calls did it take from one client
one to two hundreds again oh hundreds
thousands probably man just kept going
cuz I didn't know what I was doing so I
I I Dr I drop out of uni um I go to the
apprenticeship the apprenticeship I'm
doing like 200 calls a day whilst I'm in
the apprenticeship I'm probably doing
maybe 50 to 100 by myself so I'm I'm
building up this sort of portfolio of
side hustle clients before I leave the
apprenticeship when I leave the
apprenticeship that's when I go all in
on the agency in between client one and
client two probably took another like
thousand calls wow I don't really know
where I found the motiv to keep going
man because there were there were times
and days in that quarter where like I'd
be I'm not even joking this is not a
joke I'd be driving I'm like oh maybe I
just have like a minor car crash so I
don't have to do cold calls today I'm
not even joking like I I would
contemplate it my mom was very
supportive she was like you're not
quitting that job you're not you know
you keep going you so proud of you blah
blah blah and at the time I didn't see
how useful that would be but yeah it's
paid off I suppose most people after
getting knocked back after two or three
sales calls they probably quit they're
done what kept you driven I was just
more afraid of what happened if I didn't
make it work than if I did I was more
petrified of mediocrity than I was of uh
failure basically and I was like I'm
just going to make this work I don't
care if I have to live with my parents
for the next like 5 years and I'm just
going to literally not give the universe
a choice that's literally was kind of
never think about it now that's how I
did it basically so how did you end up
going from getting 10K a month to 100K a
month 0 to 10K a month happened in about
6 months six six months yeah at the
beginning well it's because I had it's
it's basically cuz I finished the appren
ship and then I had so much sales
experience all I did is just cold call
like 12 hours a day for like maybe
literally like 5 months straight and it
just started happening to go from 10 to
100K a month in terms of how I did that
that was more um well it was just
repeating what already worked man like
you know at the beginning I didn't
really have any idea what I was doing it
took me 60 sales calls to get my first
client you know before the sales
experience and everything and um 10 to
100K a month was just about repeating
what already worked and just giving it
time I think that's the main variable
that people don't account for is time
like they'll they'll ask you like what's
the best funnel and what's the best
sales script and what's the best like
product to sell but really if you just
do one thing for a really long time and
every day you go to sleep a little bit
better at that one thing than when you
woke up then give it seven years you'll
be a millionaire that's that's literally
how I did it there was no mad massive
secret to be honest okay so that's
getting to 100K how on Earth do you stay
driven when you're making a million a
month cuz I'd have probably retired and
be living in the hams by now I I
realized that if I stop working I'm
miserable and I know that sounds like
I'm a work addict which means I probably
am I've got some stuff to work on but I
could do the retiring thing and go and
sit in the Bahamas but there's only so
many cocktails you can drink before your
life just falls apart and you become
miserable at least in my instance like
if I'm not working towards something if
I don't have something to work on I just
I get really unhappy man like I think
about the happiest days of my life when
I was just like grinding and working
like I really find a lot of value and
meaning in that so yeah it doesn't think
it matters how much money I have I
always want to keep working man
otherwise interesting cuz when messaged
earlier said we're coming over what did
you say to me I was watching Yellowstone
yeah at 12: 2 in the afternoon which I
think a lot of people think this is all
about grind grind grind and you do work
card today I woke up and I went to sit
in my desk and I went to start doing
this PDF resource that I've been working
on for like two weeks and I started
doing it and my brain just wasn't there
so I was like I'm just going to take the
morning off and I think like a lot of
people look at that sort of way of
thinking and they demonize it and they
think that like time off and like re
relaxing is evil and bad and it's
against the monk mode protocol but it
couldn't really be any further than the
truth because if you don't if you can't
register and recognize when you're
burned out and you don't relax then all
you're going to do is like extend and
elongate the period of burnout do you
know what I mean so I used to have this
thing where like I would work for like
months on end and I wouldn't take a
break for like you know maybe 3 four
months at a time even like on weekends
and stuff and I'd feel myself burned out
and I'd feel my brain starting to sort
of diminish and my health and everything
goes down the bin and I'd be like no
monk mode you got to push through you
got to have discipline you know red pill
this red pill that all you're doing is
you're extending the amount of time that
you have to take off after that period
so now I'm way more strategic I'm way
more fluid with it I don't beat myself
up for taking time off so like you know
it's like 12:00 p.m. I was watching
Yellowstone earlier like I was you know
I just I've been watching like TV you
know reading and stuff whenever I feel
like it but you know the time Freedom's
good as well what do you do for fun talk
to you apart from that that's not very
fun Charlie I don't know we go to the
pub and stuff but not like nothing too
crazy like I think there's this massive
misconception of like the Dubai
lifestyle where it's all like you know
yachts and models and racetracks and
like you can do that if you if you want
to but you're not going to build
anything do you know what I mean I think
it's how a lot of people get stuck as
they come here and then they start
having the crazy lifestyle spending all
this money on like dinners and they
forget what got them here in the first
place like what happens to the major
athletes did you hear about what
happened to Michael Jordan no he got to
the best best of his game and then he
started getting all the publicity and
all the like you know attention and
media and like lifestyle and followers
and stuff and after a while he got
distracted and started losing and then
what happened is he basically just said
to his agent I'm not doing any
interviews no books no podcasts I think
they podcast but them but you know what
I mean like no media no nothing stopped
talking to all the models didn't go on
any parties and then just got the best
and won and now he's remembered as the
best athlete in the world so I think
Dubai like this house is amazing but it
it is like a I don't know it is like a
golden prison in that sense where if
you're not careful you you'll get LED in
LED in by all the devic that du buy us
to offer in terms of your current
business is is easy grow easy grow yeah
can you explain how you get a client
yeah and then how you look after them
like what is the process in its simplest
form yeah sure so the company is called
Imperium um Imperium acquisition and
then we have the the product easy grow
um and what we essentially do is we've
got we really two three main sources of
traffic so we have YouTube ads uh we
have YouTube organic and then we have
the outbound Setters and The Loon system
that we use to send cold emails I'll
explain it from an inbound perspective
it's probably the easiest and most
relatable for like YouTube and stuff uh
so I make YouTube videos or we make
YouTube ads people then go through to a
funnel where they opt in to watch a vssl
video sales letter like convince them to
pick a call people schedule an
appointment um one of our 9 to 12 sales
reps picks that up I say 9 to 12 cuz
we've nearly got 12 people on board um
so team of like 10 sales reps basically
and they take the call they use like a
proven system that we've like a script
and stuff that's converted clients then
sign they buy and then they get
converted into the program and then they
go through the content and start getting
results the info model is extremely
efficient in the fact that you can have
that time freedom and you can sit back
but it's it's very sort of frontload
heavy in regards to the fact that it
takes ton of work to do at the beginning
but once you've built it and you can
relate to this with what you've just
built with your course as well once
you've built it and it works like you
really do have that freedom to do what
you want basically so how many people
have you got working uh well in our
indirect employee we've probably got
about 30 so at the moment then you've
got your YouTube you got your ads what's
the kind of split and makeup between
YouTube ads and then where the business
comes from YouTube yeah so we so like I
said we got the three sources so
outbound inbound and and ads inbound
obviously being the YouTube um it used
to be very very binary with a 33 3333
split we ran some metrics in the
background where we compiled every
single call we'd ever conducted or taken
from every single source and we looked
at things like show rate average order
value conversion rate and we found that
YouTube ads converts the best so what we
what we're in the process of doing now
is removing the outbound side of things
and just going heavy on YouTube ads so
right now the split is probably more
like I'd say maybe
60% comes from ads and then maybe 30% %
comes from the YouTube channel and 10%
from the outbound stuff so how many
people apply a month to work with you
guys um we get probably about
1,500 um sales calls or Discovery calls
so I count them as applications because
they are sort of filtered through um a
minor qualifying process um yeah and
then we might convert 15 to 25% of those
um into clients which is good so it's
just constant people coming in just
constant yeah but one thing we do have
with the program is um like a
subscription so obviously people come in
and after a certain period of time they
can either leave or they can they can
choose to stay on for a fee which is
already agreed with them when they sign
up and a lot of people stay because they
just like the community they like the co
cuse um so it's it's not we don't we we
want to try and avoid the revolving door
model where you just bring people in and
just you know pump pump pump pump pump
cuz it Doesn't sustain so yeah how do
you build a killer
product
suffering honestly man like that's
honestly the best way to do it and you
know any anyone who's ever built
anything worthwhile has put themselves
for a serious amount of pain for it and
I think a lot of people with the course
course on the online model is they they
try and like put the course together as
quickly as they possibly can and then
just get it launched they want it done
but if you want to build a killer
product like something that actually
works you have it's just time and then
people are like but I don't really know
like what to put in the videos well you
going and do your research like you know
like one case in point like I've been
working on there's this one video
called Eight fig philosophy which is
like how to all the abstractions and
mental models you use to get to like a
mill a month and I've been working on
that one video for like two weeks now
and that's how long most people spend on
their entire course so it's it is it is
just like
a you just have to suffer and how do you
suffer it's just you have to have love
for your clients I know that sounds
cliche and it's like one of those like
you know corporate principles like put
the client first like you know but the
thing is is because I was where my
clients were it matters so much more if
that makes sense so that's why I'm able
to you know like Nish said he who has a
why can bear anyhow so because I'm
helping people who were in my I know
exactly what the people are going
through at the beginning the people who
are just starting or the people who you
know have a client or two but they're
still struggling to scale and they can't
grow I know how painful that is so when
I'm like working on that I'm like it
feels like I'm doing something good it's
like it's almost like a it feels
philanthropic to a degree where like you
know you're actually helping people and
I think a lot of people just sell crap
courses and yeah I don't like that how
many hours do you think You' put into it
so far cuz yours Contin evolves right
you don't just stop probably over 10,000
10,000 Jes into easy grow I think well
because so when I um when I built the
first version of the product it took
maybe two months and then when I built
easy grow itself it took N9 months to
make and that was just nonstop and bear
in mind I wasn't watching Yellow Stone
or anything then that was like pure your
head for that right I shaved my head for
it mate why did you shave your head cuz
I didn't want to go to the barber cuz I
wanted to save time I could keep working
on this thing I know earlier I said it's
not about monk mode it's about decisions
and not how hard you work but you
there's a time and a place to enter that
realm of work and discipline and pure
commitment and there's a time to be more
relaxed and more laidback and chill and
so so back to the question so I spent
nine months on easy grow um in fact
there's a module in Easy grow called
acquisition Genesis which is a series of
11 videos which explains a problem we
solve as acquisition right so those
videos explain like how to solve the
client acquisition problem how to think
about it how to see it and it's the most
important thing in Paradigm for every
hour of content there took me 30 hours
to make so that's like a huge one and
then I recently just spent four months
on a new course called Consulting Nana
so I've spent like I don't know if you
added it all up like in terms of actual
work days probably 18 months on it and
that's I don't know that's 10,000 hours
or not but it's been a good like 8 to 12
hours a day for like you know 5 six days
a week non-stop for like a year and a
half but I've built other courses before
in in like the old days in terms of
making content I spent more than 10,000
hours but on the on the program like 18
months it makes me feel safe like you
know there's this Warren Buffett quote
that says like he'll only invest in
businesses that have like a moat which
is like a competitive Advantage I know
firmly that the only way that someone
will beat me is if they make a better
product and in order for them to do that
they're going to have to go through what
I've gone through to build it imagine
you're walking through like a a field of
thorns to get poetic like every every
extra day you work on your product that
field becomes longer and longer and
someone else to beat you has to walk
through that thing and the length of
what you walked is what they have to
walk and they have to go beyond that
they can they can beat you in the short
term by out marketing you and by having
like launches and and shiny objects and
like you know crazy new products and
this that and the other but like in in
the long term like over a decade or like
a fiveyear Time Horizon the only way
someone can defeat another person in
business is if they have a better
product so I just I just feel like it's
it's all product man like it's so
important you mentioned um you can outm
Market someone but one thing that's
quite interesting about what you do is
your marketing is super simple compared
to most people so the average person
is make some content send them to a lead
magnet send them to a five email nurture
email course sequence and then there's
all these things going on and off and
then they'll take into a video that's
like 3 hours long that's trying to
convert them yeah yours just goes to a
page with testimonials on it and your
vssl yeah well you can you can get this
from like mental model from physics you
can use friction as an example so like
in physics friction is basically like
how much forces required to move
something and what we're doing when
we're building funnels and trying to get
customers is we're getting people to
move and the the like conversion loves
simplicity so the more Hoops that
someone has to jump through and the more
things someone has to do to become a
client it might seem clever from a
marketing Russell Brunson perspective to
have all these crazy things but like My
Philosophy is just like great offer
great product and just tell people about
it so I don't like to have these super
long complicated funnel processes
because they just don't work like with
Imperium acquisition we've made what
like 17 1617 million in the last couple
of years and my landing page literally
is just a video of me saying this is a
funnel I'm here to sell you something
and if you don't like that you can click
off and it's just transparent marketing
man it works so well you literally just
talk about what you did I literally just
say look like this is a funnel this is a
vsl this is a sales video and I'm here
to get you to book a call because I want
to make money now that that's out of the
way here's my product this is the offer
this is what we do if you like the look
of it you can schedule a call hey
everyone it's Charlie Morgan and welcome
to this funnel now I'll be very honest
this is a sales funnel you and I are
both marketers right and you and I both
know that the reason that this funnel
exists to see if I can encourage you to
schedule an appointment and I'm hoping
that with this video I can make a good
case in point and that just how long did
it take you to make that video just in
one tag I mean I know people have
written these for like months well I
know people that have yeah I know people
that spend like they're like oh I've got
to build a vsl I'm like so and they're
like oh take like 3 weeks I'm like M
just sit down and just be honest with
people the worst someone's product is
the more they have to spend on marketing
to get it to work and that's why you see
all these fancy funnels and crazy stuff
is because like they're they're
essentially like wrapping a turd you
know like if you if you're not if your
thing's not a poo you you don't have to
spend much time hiding it do you know
what I mean like imagine going through
like this crazy funnel need to find that
someone's built this crap it's crazy man
what's in the box in the box we have
some steak so I ordered every two weeks
to do a meat delivery so I've ordered 30
ribe eyes this is
actually to be fair I got rum steaks in
there and then 30 RI eyes basically why
have you got so much meat well that's
all I eat mate you just eat meat just
eat meat yeah I'm on Carnival why are
you doing this to
yourself um just for my health man like
I've been I kept getting like sick and I
was tired and stuff like that and then
my doctor was like you should try an
Elimination Diet so I looked into it and
just thought what's the most extreme
version I could do and I was just like
I'll just try Carnival it's expensive
but it works I feel incredible like i'
got I've actually got for how much was a
shipment of meat um this is all probably
about like
£750 um that's about $1,000 yeah about
$1,000 I probably spend I buy one of
these big shipments like once every two
weeks so this is probably like $2,000 a
month on steak you got the freezer and
then you've also got the fridge full of
steaks and then my business partner who
also lives here has got um eggs and
salmon but I'm just on red meat so
what's this bone broth bone broth yeah I
know mate I felt like getting a little
bit spicy mixing up a bit but yeah and
then just chalula hot sauce which I also
allow myself to eat why do you only have
one product because of focus so there's
this famous interview um and in this
interview I'm not sure if it's an
interview or like an episode or
something where Warren Buffett and Bill
Gates are sat down and this interviewer
separates them she says to Warren
Buffett she says what's the one most
what's the most important thing to being
successful and he says Focus she goes
over to Bill Gates and says um what's
the most important thing and Bill Gates
says Focus as well and so I think the
reason I've only got one product right
now is a because I want to find the
limit of singular focused info business
scale and I want to try and get to you
know 2 m a month maybe even beyond that
with just one product just to see if
it's possible which I think it might be
with a big enough Salesforce um but
second of all like I build new stuff all
the time and I create new courses for
the program so the program is like a
collection like a massive collection of
courses um and what I could do is I
could when I build a new course like the
one consult Nana is I could sell it as a
separate thing but like I I like the
idea of just having all of my
competitive advantage in one basket so
then I'm only competing on one thing and
I've only got one thing and it's kind of
like if you look at um if you look at
the biggest companies in the world like
they all generally speaking they have a
very select range of products like if
you look at Apple for example they've
only got an iPhone an iPad and a Mac and
then obviously they've got some like
headphones and some other stuff as well
but like generally speaking they're like
a billion doll company and they' they've
only got a couple of products same with
Google like their main product is
obviously search now they've obviously
got Google Docs and like hundred other
things as subsidiaries as well but like
even Amazon has got they have one
product which is just the combination of
the fastest shipping lowest prices
biggest availability and so I I just
like this philosophy of just focus on
one thing and I think it's better to be
deep in one thing than shallow in lots
of different things we we are eventually
going to have a mastermind um that's
obviously the the next logical step to
build that out um but for now I just
haven't felt a need to have another
thing man like I I see all these people
with like you know like they've got like
an ebook and then they've got a low
ticket community and then they've got
like a high ticket upsell then they've
got a master mine then they've got like
you know a cohort then they no offense
then they've got like a boot I don't
have a coh anymore and they've got like
a they've got like you know seven
different things and they make like so
much less money than everybody else who
just has one thing like you can get one
product to a million a month and it's
like it's it's so much easier as well
because of something called operational
drag so operational drag is the is is an
abstraction in business used to define
the um where you could say frictional
complication of moving parts so what
that means is like if you have one
product that means that you have one
funnel it means that you have one offer
one sales script one sales team one
onboarding process one sales Gateway One
Community One support ticket type you
have one of everything and one multiply
by one multiply by one is just one right
so it's simple it's it's clean and lean
but let's say you have three products
well now you've got three funnels three
sales process is three teams and and if
you do three times three times three
times three * three or whatever it's
ridiculous and so one thing it just
makes you lean it makes you incredibly
powerful and you just pick people get
too greedy man they think oh I need to
have more of the market but really less
is so much more what have you done
recently to grow your YouTube channel
was like 880,000 subscribers in 3 months
yeah we we kind of blew it up man we
went from um we went from like 40,000
Subs to like 110,000 Subs in like 2 3
months um Al so I was making certain
content like social media marketing
agency content and I had the like imang
gaji background and I had the special
the crazy editing and I had the black
screen and the fancy light that made me
my eyes burn and like I just got so sick
of it man like the the content I was
making I was making the same videos I
was just like this is boring I wouldn't
even watch this content so then I asked
myself I was like what content on
YouTube do I actually watch like where
what do I go to I used to watch um old
Alex Becker content um original I can't
watch the hosi stuff now cuz it's like
dope meaning I can't I can't do it but
the old hosy stuff when he was just in
his in his office and then Sam ens his
old content as well and then some like
old Patrick back David content as well
and that was what I enjoyed and that was
what I liked so I was like one day um I
bought I bought the whiteboard in my
office and I I got it put up and I was
like I'm just going to make a video like
with a whiteboard for an hour and I'm
going to post it and I thought it was
going to one out um 10 out of 10 and
flop and just completely suck and I just
started making videos I wanted to make
and I made videos that I knew that if I
saw that video in my recommended thing I
would click it that's kind of my rule um
and this is the benefit I have of being
the market in that way I know the market
better than it knows itself because I
was the market and I've gone through the
stages of transition that they want to
go through so I know what to put in
front of them to get them to click um
and I just started making whiteboard
content man I was just like and then
that video I posted did really well and
I was like all right we'll turn the
recording studio into a bedroom which is
what we did I was also way more
authentic like you know I just started
to be like myself more and just make
like more jokes and just not that
they're funny right but I started to
just mess around a little bit and and
people seem to resonate with it
everyone's so sick of like the perfectly
engineered Lifestyles and the sigma male
testosterone knowledge college man who's
all like you know perfect and chiseled
and incredible and but I think people
just prefer the authentic thing like I'm
sat here in Crocs in a t-shirt that cost
a tener and a watch that was 30 quid and
like I think a lot more people resonate
with that than they do with the like you
know super models and 200 Grand watches
and stuff it's just it's not real
talking of super models what is going on
with your thumbnail strategy I get
messages from people being like this is
the worst thumbnail I've ever seen but
at the same time it's the best well are
you referring to the most recent one
yeah I'm just all of them they're awful
but for some reason I kind of want to
click on it well it's the same thing man
it's like it's the same thing with like
the the videos it's just the
authenticity but I'm just having fun I
made the thumbnail that you referred to
while ago where it was just me with like
three cigars in my mouth and like I'm
just being myself I'm just like I'm
having cuz like before hand it was I
would i' like sit and like do I want
like this color on the thumbnail and now
I'm just like I don't give a crap like
it's like i' I've kind of come to this
conclusion with YouTube where now that
the ads are kicking over and doing so
well I can just afford to have more fun
with the YouTube channel and I just
don't care like if you know it's like
with the thumbnails I just I'll just be
like what would make me laugh and what
would make me think yeah that's funny
I'll click that and see what he has to
say and then I just do that basically so
you said something interesting to me the
other day you said um I've noticed that
the more fun I have on YouTube the
better the videos do mhm yeah people can
tell people can tell like when you've
got like a rod up your ass and you're
reading from a script and you really
don't want to do it and that was like
that was what I did for like so long
I'll commonly make a joke that my
favorite feature of the house is the
Evan wall but the Evan walls falling a
little bit recently it's usually up to
about here I mean we probably spend like
like maybe $2 $3,000 a month on
water W yeah man because if I'm going to
be consuming like you know 6 lers of
something a day I want be the best I can
find and like Dubai water is not that
great so it's fine you can drink it but
maybe I'm just a pretentious [ __ ]
probably that maybe I mean you don't you
don't waste your money on dumb stuff do
you well no I don't buy like I don't
have Lamborghinis or fancy watches or
anything but like when except from the
cas here mate that's that's a staple
That's a classic but when it comes to
health I'll just spend everything I can
just to get the best inputs what are the
three most important things in business
the most important thing is the product
I think then I would say sales ability
because you need to be able to sell the
product and then probably emotional
management if you have a great product
and you know how to sell it then you're
going to make money but when you make
that money does it like does it go to
your head do you start buying stupid
crap and do you stop focusing on the
business so I think I i' say really
those are really the only three things
that you do need obviously there's other
stuff like team that's huge huge huge
huge huge thing is is the team the
quality of the talent you have the
culture of a business like that this and
other but at first principle if you have
something that can solve someone's
problem you know how to communicate a
and convince them to buy it and you can
keep your brain in track and not be an
idiot then typically that's all you
really need at least in my experience I
think if someone is currently employed
and wants to start a business how do
they get there considering they can't
just give up their job of course you've
got responsibilities you got potentially
kids mortgage Etc it's it's a dichotomy
because you're never going to be um
considered I would say successful until
you're all in because to get to the
point where you're making six multi6
seven eight figures you have to be all
in you have to be but if I was employed
man I would just find it in me to work
outside of the employment this is what I
did at the beginning my day at the start
when I had my apprenticeship I was
employed right and I started my first
agency and I got to you know 5 10K a
month pretty quickly and I would my job
would start at 9:30 finish at 5:30 so
typical 9:00 to 5 the 1 hour lunch break
at 1:00 p.m. and like I said I would
turn up to the office at 7:30 and make
call calls for 2 hours and I'd work for
2 hours before my work then I'd give my
all to the job because I was obligated
to do that and then on my lunch break I
would cram a meal deal like for anyone
who doesn't know a meal deal in the UK
it's a um delicacy it's a fine cuisine
I'd always go for the bacon and chicken
pasta uh coconut water and Sensations
this is like A3 this was a 3 job that
was 1 hour of work at the apprenticeship
as well was £350 an hour and then I'd
cram a meal deal at lunch as fast as I
could and then on my lunch I'd get in my
quarter i' drive to a little lab and I'd
make more cold calls or work on client
stuff in my in my car just like hunched
up over my laptop with my 4G um finish
work at 5:30 back home by 600 more calls
more work finish by 9:00 p.m. and I just
repeat that do it for a year it sucks it
will burn you out it will depress you it
will make you you you you won't sleep
properly your health will go to crap
you'll be stressed but like if you
really want it you can do it but it's
not [ __ ] easy it's really really
really hard and I think that's the thing
is people they think it's going to be
easy and they think I'll just quit my
job and I'll make a little course and
it's not it it takes real gr and real
work it's possible to do with a job but
it's is very difficult so if you want to
do it you can it's just question of how
much at what point do you quit the job
and what happened when you quit the job
yeah so when I quit my job my income
just doubled um so like with the
business it just like just I went all in
and I could dedicate all that time that
was going to the apprenticeship which
was like my my the main portion of my
day at what point you quitting the job
is is truthfully this is it's down to
whenever feels right because if you've
got obligations if you've got
responsibilities a wife and kids a
mortgage you know an astro turf to pay
off or something as well you know you
got you got an A three on the driveway
that's on finance you know you people
Finance the weirdest stuff man like I
would say it makes sense to quit the job
when you've been consistently making the
same amount of money as a job for maybe
3 to 6 months cuz just people people get
to a certain level of income they might
make 10 grand in one month and then they
say I make 10 grand a month but youve
just done it one month do it for 12 and
then you make 10 grand a month you know
what's the biggest mistake people make
in online business um in patience time
not giving it enough time quitting
basically if you pick one thing and like
I said every day you go to sleep a
little bit better at that thing than you
than you were and you woke up and you do
that for like seven years then you'll be
a millionaire the biggest variable that
no one accounts for is time everyone is
so focused on like like what crypto do
you buy what funnel do you use like what
YouTube channel do I start do I do a low
ticket or a high ticket but the one
thing that people don't account for is
time like I truly hand on heart can say
it's the most important thing is just
picking something and sticking to it all
right so I take everything away from you
mhm the YouTube channel you horrible man
sorry but I need to do this for the good
of the question right everything's gone
yeah you have your knowledge you don't
have Network you don't have a following
you have absolutely nothing what are you
doing to get back to 100K a month as
fast as you can yeah I think I thought
this through a lot not because it's I
hope it's not going to happen but
sometimes I'll thought experiment this
out so I have a very good answer for you
this honestly would be exactly what I do
so everything's gone like I'm I'm I'm
just stood there naked in me Crocs with
nothing right I didn't say you were
naked in your Crocs you
imp one point did I imply that let's
roll it in Dubai when to get in trouble
what I would do is I would cold cool
businesses like B2B companies it has to
it has to be B2B first of all say
marketing agencies business coaches
recruitment agencies or whatever and I
call them up and I would say I'm going
to set appointments for you and I'm
going to do on a pure paper appointment
basis I'm going to do it through cold
calling so all I want you to do is you
give me let's say you give me $2,000
right now I'm going to guarantee that I
book you 20 qualified appointments and
if I don't
then I'm going to refund you the
difference so I'm going to guarantee you
um 20 appointments you're going to give
me two grand up front or maybe you don't
do up front if you don't trust me but
hopefully with my sales schills you
would and let's say I only booked you 15
appointments in the next 30 days what I
would then do is I'd refund you the
difference of $500 because I have this
it's what I call an upfront discrepancy
and guarantee model where people don't
know how to strike the balance between
charging money UPF front but also making
it risk- free and having a good offer so
you guarantee a certain number of
appointments you set a value on those
appointments you collect that cash up
front then you go and do the work and if
you don't generate the promise then you
refund the difference I'd call call you
know as many businesses as I could and
be like look it's a very simple offer
you give me what sort of leads you want
I'll go and make those calls and book
them into into your appointments and
then what I do is I'd start building a
little army of of cold callers where you
then down you pay them down 40% of the
appointment cost so if if I'm booking
appointments for you at 100 bucks each
and I've got my mate Jim who is very
articulate and Charming but otherwise
useless I'm going to give him a phone
I'm going to give him a Skype account
he's going to make calls on your behalf
using my script and proven method and
then uh I'm going to pay him you know
40% so $40 and I'm going to keep 60 and
then you just i' I'd have an army and
then that's literally how i' do it is
you and then and then after doing that
for maybe 30 people successfully I'd
start a course on how to cold call for
that Niche sell it for like 10 grand
then I'd also make YouTube videos as
well live cold calling it would
literally just be me like for hours on
end just making calls like this is what
it's like you know cold calling Vlog or
whatever I would love to watch you ring
someone up and be like like like give me
two grand I'm going to set these calls
be amazing we do it who would you call I
know I'll find a marketing agency and
try and get on the program let's do it
we do it bear in mind I haven't made a c
now for like 3
years I hate this sound man come
on hey there
is cool oh fantastic listen you're going
to hate me I'm actually a sales
person good start to conversation I know
I know I know um look can I grab 30
seconds or would you rather I leave you
alone what's it regarding it's regarding
client acquisition um I was just
checking out your website and I reckon I
can get you more appointments um if you
give me two seconds I'll explain that I
don't want any more appointments if I'm
completely honest okay fair enough how
long's that been going on for sorry how
long's that been going on for is that
recent or are you I mean you fully
booked I mean what's the situation yeah
I'm pretty much fully booked moment I've
got a wait list it's pretty much me
myself and I I appreciate I Ed a few uh
Freelancers which I Outsource things too
oh my goodness but yeah that absolutely
that absolutely amazing I mean everyone
I talk to seems to have the opposite
problem so maybe I should be learning
from you I am curious to know this do
you want to expand would you want
potential sales reps people call on your
behalf are you happy with what you're
doing no you're not the first person to
say that to me no it's it's not for me
I'm interested in fair enough and I
respect it well listen that's one less
person that hates me today have a
wonderful
day take care take care byebye bye all
right that was no good we'll try one
more I love the opener huh you would
have got me with the opener it's the
thing man you just disarm them like you
just you can just there's many ways to
do it but this is what I used to do
let's try somebody else here at what
point do you go I give when when there's
no problem so like with that woman for
example like there's no pain she's not
she's not in any pain there's no value
to add which means that she's never
going to book an appointment it's like
if you if you said to someone are you
thirsty and you're trying to sell water
and they say oh no I'm not thirsty you
haven't got a leg to stand on you might
as well just move on to the next person
you
[Music]
know you for nervous before you take a
call not anymore in the beginning hello
hey is
that yes oh Fantastic look you're going
to hate my guts I'm here to try and sell
you something would you like to give me
a minute or would you rather I leave you
alone what do you want sorry my friend
you broke up there could you say that
again
problem oh yeah the connection's not too
great is is you think is my end or your
end I'll try and call you back
let's try them again if not we'll try
someone else hello hey it's me again can
you hear me yeah oh fantastic as I was
saying I'm I'm here to try and sell you
something I didn't catch your response
though all right is that okay I'm
allowed to or would you rather I leave
you alone yeah yeah yeah yeah fantastic
cool well look I've got an opportunity
um to help you get more clients for the
agency I know you probably heard this a
thousand different times from a thousand
different people um difference with us
is we actually guarantee that you sign
20 clients in the next 6 months and it's
all on a pay result basis as well so we
completely reverse the risk I know that
you're probably smack bang in the middle
of something now and haven't got the
time to give me but I'm just wondering
if I could schedule you in for a quick
call perhaps tomorrow or maybe Monday
next week all right fantastic okay um if
you give me your email I will reach out
and just schedule the appointment
through there okay Sia host gmail.com
thank you so much have a good day take
care my and what was your name my
friend I'm Charlie nice to meet you
thank you you bye bye so you would never
ever take their email you'd always book
the thing on the call but because I
haven't got my Cy open I can't book him
in um but that's how you do it basically
so you would have gone straight to can I
straight to booking the call but
basically we're fully
booked it doesn't really so that was two
that was in two call yeah it's really
that simple and what I would do is I'd
schedule a call with him maybe for like
half an hour and I'd say to him okay
what do you sell what do you do like
what do you want to sell more of etc etc
and then I'd be like okay well look
using the exact same principle that I
used to get you on this call and qualify
you I can book maybe 10 20 people a
month into your calendar um are is it
are you willing to pay 150 per qualified
call that comes in he'd probably say yes
pay on results right and then um then
I'd start calling for him and then you
know once I'm out of capacity you
probably do maybe two three clients Max
and I'd go and find my friends who need
jobs and just train them up and stuff
like that um but I just do this all day
man like once you get past the fear of
doing it for like a couple of weeks you
just flow that what I just did that I
would just do for like 12 hours a day
for like a year and then I'd be 100
Grand a month it sounds boring though it
is this is the thing business is bloody
boring my life and I'm like it's kind of
fun now yeah but then I had to do a lot
of crap at the same time I bet when you
when you started it was all like boring
and C hell yeah it horrible I wouldn't
want to restart like you know in the
beginning it's it it's just misery it's
pure like would you start again no no if
what if I had to then obviously of
course um but this is why like trust me
I don't want to making cold calls like
it's fine I can it might seem like I
enjoy it and I get a kick out of it but
I prefer making products for my clients
and stuff like that but this is the
thing this is the thing people don't
want to do everyone the entrepreneur
lifestyle is so heavily glamorized that
people start and after a year they don't
have the glamour they just have a dark
office with a hor with Skype ringing in
their ears when they try to sleep which
is what I had but it takes I've been
working on this now for like s eight
years it takes like a really long time
and a lot of work and then then you can
have the mansion and the beach and the
you know the fancy sa that looks like a
portal to hell you know but until then
you just going to work man but yeah
that's what I would do that was great
and if you'd like to see an epic Deep
dive behind the scenes of Charlie's
business and how he makes millions a
month online then watch this video next
and prepare to have your mind blown
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