1 00:00:02,310 --> 00:00:04,680 Robert Plank: Welcome back to the marketer other day podcast. 2 00:00:04,680 --> 00:00:08,070 We're here with Mike kill him. He is the best selling author of 3 00:00:08,070 --> 00:00:11,850 five figure funnels. And Mike is obsessed with motivating funnel 4 00:00:11,850 --> 00:00:15,090 builders just like you to sell marketing funnels for five 5 00:00:15,090 --> 00:00:18,600 figures, increasing your prices and defining your niche. And 6 00:00:18,630 --> 00:00:21,930 Mike is the founder of sell your service. And he's focused on 7 00:00:21,930 --> 00:00:26,010 helping 1000 funnel builders sell a marketing funnel for five 8 00:00:26,010 --> 00:00:27,690 figures. Mike, glad to be talking to you. 9 00:00:28,140 --> 00:00:30,210 Unknown: And you, Robert, I'm really glad to be here. Thanks 10 00:00:30,210 --> 00:00:30,870 for having me on. 11 00:00:31,320 --> 00:00:33,960 Robert Plank: I'm glad to have you on I'm already impressed, 12 00:00:33,990 --> 00:00:37,110 just barely knowing you because I found out about you from a 13 00:00:37,110 --> 00:00:40,050 podcasting site. And you know how sometimes people say, Oh, I 14 00:00:40,050 --> 00:00:42,240 want to connect, I want to be on our podcast, and you were like, 15 00:00:42,330 --> 00:00:45,420 aggressive, which is what I like Plus, I realized I was already 16 00:00:45,420 --> 00:00:49,320 somehow in one of your already existing Facebook groups, the 17 00:00:49,320 --> 00:00:53,010 cellular service mastermind. So there's all kinds of connections 18 00:00:53,010 --> 00:00:54,690 already. So we're off to a great start. 19 00:00:55,079 --> 00:00:56,849 Unknown: That's really good. Well, and doesn't that show the 20 00:00:56,849 --> 00:01:00,899 power of kind of sticking with it and commitment, and you don't 21 00:01:00,899 --> 00:01:04,409 realize how quickly these things can start to layer up and you 22 00:01:04,409 --> 00:01:07,619 know, add authority. So that's, yeah, that's good. I like that. 23 00:01:07,649 --> 00:01:09,149 I'll use that as a case study. That's nice. 24 00:01:09,570 --> 00:01:12,690 Robert Plank: Yeah. And that's a good start in general. And yeah, 25 00:01:12,690 --> 00:01:15,420 you're so right, that there's like that lag time involved, or 26 00:01:15,420 --> 00:01:18,750 there's maybe like, try out 10 things and then to work out. And 27 00:01:18,840 --> 00:01:21,690 it's like, it's easy to get discouraged and say, but only 28 00:01:21,690 --> 00:01:24,330 20% of what I'm doing is paying off. But it's like, well, if 29 00:01:24,330 --> 00:01:28,260 there's 20% can pay off big then it's more than worthwhile. So 30 00:01:28,320 --> 00:01:30,600 having said all that kind of stuff and talking a little bit 31 00:01:30,600 --> 00:01:33,900 about selling the service and five figure funnels, what is 32 00:01:33,900 --> 00:01:36,090 your stick? What are you all about? What should we know about 33 00:01:36,090 --> 00:01:36,330 you? 34 00:01:37,080 --> 00:01:41,610 Unknown: Sure. So I was fired from a corporate marketing job. 35 00:01:42,300 --> 00:01:45,030 Because I didn't get marketing at the time for this particular 36 00:01:45,030 --> 00:01:49,410 company. And I lost, I lost everything. This was back in 37 00:01:49,410 --> 00:01:53,160 2012. And I literally lost everything, I lost a house car, 38 00:01:53,370 --> 00:01:55,680 you know, when you pay someone that kind of money at the age of 39 00:01:55,770 --> 00:02:00,810 24, or whatever I was 25. You don't have to save any of it. So 40 00:02:00,810 --> 00:02:03,840 I had to move home, I had to move in with my mom, I had to 41 00:02:03,840 --> 00:02:07,650 call represent, I need somewhere to stay. It was so bad that the 42 00:02:07,650 --> 00:02:12,990 company card that I had, I was in the middle of London, but my 43 00:02:12,990 --> 00:02:15,660 company credit card was locked the way they fired everyone, it 44 00:02:15,660 --> 00:02:18,810 was a bit like a Black Friday, and they just just told people 45 00:02:18,840 --> 00:02:21,870 not to come into the office anymore. So I was stuck. And I 46 00:02:21,870 --> 00:02:25,980 had to call her up. And all of a sudden, I was like, everything 47 00:02:25,980 --> 00:02:29,580 that I have learned about getting a job and security and 48 00:02:29,580 --> 00:02:31,380 working your way through the business and all this kind of 49 00:02:31,380 --> 00:02:34,380 stuff. It seems to disappear. And I decided there and then but 50 00:02:34,380 --> 00:02:37,860 I really didn't want to work for somebody else. So I started up 51 00:02:37,890 --> 00:02:42,030 an agency. And I did what most people did, which was I'm going 52 00:02:42,030 --> 00:02:46,560 to do websites and social media and graphic design and marketing 53 00:02:46,560 --> 00:02:49,710 consulting. And I was very broad and all over the place. And I 54 00:02:49,710 --> 00:02:54,270 came across a colleague called Troy Dean from a company called 55 00:02:54,270 --> 00:02:59,220 WP Elevation. And he set me on a path whereby we chose a very 56 00:02:59,220 --> 00:03:03,240 specific niche. And we did really, really, really, really 57 00:03:03,240 --> 00:03:07,110 well. And in 2016, I exited that business. And I was kind of 58 00:03:07,110 --> 00:03:12,540 unsure as to what to do. And finally, Troy then said, Look, 59 00:03:12,540 --> 00:03:18,180 why don't you come out to Miami? and have a conversation with 60 00:03:18,180 --> 00:03:20,280 some of our agencies there? And I was like, all right. And the 61 00:03:20,280 --> 00:03:24,210 number one question they asked is, how could I sell marketing 62 00:03:24,210 --> 00:03:26,760 automation and marketing funnels and all this kind of stuff? How 63 00:03:26,760 --> 00:03:31,170 can I possibly sell that for over $10,000 or $25,000. And I 64 00:03:31,170 --> 00:03:34,290 was like, that's easy. I'll show you that part. That's the easy 65 00:03:34,290 --> 00:03:37,890 part. And so we wrote on a whiteboard, and that became a 66 00:03:37,890 --> 00:03:40,740 webinar and then a Facebook group, and then a course and bit 67 00:03:40,740 --> 00:03:44,100 by bit, it's grown. And we now have books and programs and 68 00:03:44,100 --> 00:03:47,010 coaching programs, we've got software, all based around the 69 00:03:47,010 --> 00:03:50,490 idea that I want to help funnel builders and marketing agencies 70 00:03:50,520 --> 00:03:55,650 increase that average price, and get back more of their free 71 00:03:55,650 --> 00:03:59,640 time, you know, stop working crazy hours for the number of 72 00:03:59,640 --> 00:04:02,310 agency clients that you do. And that's all we do, man, it's just 73 00:04:02,310 --> 00:04:05,040 I teach people how to sell marketing funnels day in day 74 00:04:05,040 --> 00:04:08,640 out, and I love it. It's super niche, but it's what gets me out 75 00:04:08,640 --> 00:04:09,270 of bed in the morning. 76 00:04:10,079 --> 00:04:11,969 Robert Plank: And I mean, it feels like these days, you have 77 00:04:11,969 --> 00:04:15,719 to be super nice, right? I mean, you open up Netflix and there's 78 00:04:15,719 --> 00:04:19,169 so many specific shows and so many specific things and and 79 00:04:19,229 --> 00:04:22,259 maybe this last few I mean, you know with Facebook, you click on 80 00:04:22,259 --> 00:04:25,469 one ad and then they show you like tons of very similar ads 81 00:04:25,469 --> 00:04:28,229 not even telling the same person but just the same industry in 82 00:04:28,229 --> 00:04:31,559 the last week or so I've been hit with so many different ads 83 00:04:31,829 --> 00:04:35,999 from things like like if you're an H fat company will coach you 84 00:04:35,999 --> 00:04:37,799 and will tell you everything you need to know to like 85 00:04:37,799 --> 00:04:40,499 revolutionize your business and get all your employees using 86 00:04:40,499 --> 00:04:42,629 this app and get all these leads. And I've seen these ads 87 00:04:42,629 --> 00:04:47,369 that are like, will book you like 51 qualified leads per week 88 00:04:47,369 --> 00:04:50,849 and there's like there's so much there's so so many huge numbers 89 00:04:50,849 --> 00:04:54,419 and people showing their calendars have like 25 sales 90 00:04:54,419 --> 00:04:57,569 calls a day. I'm already overwhelmed. So with all these 91 00:04:57,569 --> 00:04:59,699 crazy things that you you've done and you know 92 00:04:59,999 --> 00:05:04,859 10,000 15,000 $20,000 price point and Facebook groups and 93 00:05:04,859 --> 00:05:08,099 books like how do we even get our heads wrapped around it? 94 00:05:08,099 --> 00:05:11,129 Because it seems this like basically launching a rocket to 95 00:05:11,189 --> 00:05:14,279 Mars as far as like all the all the crazy numbers and 96 00:05:14,279 --> 00:05:17,639 complexities involved and already is so overwhelmed. So 97 00:05:17,640 --> 00:05:20,220 Unknown: that's so let's, let's break that down then. So from 98 00:05:20,220 --> 00:05:23,220 your perspective and from the guys watching and listening then 99 00:05:23,850 --> 00:05:29,820 is it a question of how does one person essentially start from 100 00:05:29,940 --> 00:05:33,330 point zero and scale it to that point? Or how do you manage all 101 00:05:33,330 --> 00:05:36,570 of that? Or should everyone be doing that? How do you want me 102 00:05:36,570 --> 00:05:37,350 to go about that? 103 00:05:37,980 --> 00:05:42,360 Robert Plank: I think for to jump off into it is how do you 104 00:05:42,360 --> 00:05:45,480 go from from zero to one to many, because because it seems 105 00:05:45,480 --> 00:05:49,200 like from zero, the mindset is just have a couple. And with 106 00:05:49,200 --> 00:05:51,810 one, there's already in your head, like, I know that this 107 00:05:51,810 --> 00:05:54,900 maxes out at, you know, maybe like 20 or 30 clients, and then 108 00:05:54,900 --> 00:05:57,390 you start thinking about the complexities of employees. So 109 00:05:57,390 --> 00:06:00,030 yeah, that initial journey, how do you go from zero to one to 110 00:06:00,030 --> 00:06:00,390 many? 111 00:06:00,870 --> 00:06:02,850 Unknown: Yeah, and that's a really good question, because, 112 00:06:03,360 --> 00:06:05,670 and it's interesting, because it comes down to the question of 113 00:06:05,670 --> 00:06:12,420 being niche as well. So back in the day, your parents possibly 114 00:06:12,420 --> 00:06:15,390 just on the edge grandparents, definitely, they could own a 115 00:06:15,420 --> 00:06:18,630 hardware store. And they could put their harvest on the center 116 00:06:18,630 --> 00:06:21,870 of town, and it would have a radius of 20, maybe 30 miles 117 00:06:21,870 --> 00:06:24,750 that people would go to the hardware store for the internet 118 00:06:24,750 --> 00:06:27,780 completely destroyed that. And we all say are the internet such 119 00:06:27,780 --> 00:06:30,510 a revolution, it literally destroyed the concept of 120 00:06:30,510 --> 00:06:33,510 generalities. It's no longer enough to have the hardware 121 00:06:33,510 --> 00:06:37,800 store. Because if I'm super into hammers, and we've done this 122 00:06:37,800 --> 00:06:40,170 experiment, we've literally gone and found websites that just 123 00:06:40,170 --> 00:06:43,650 specialize in hammers and manufacturers and hammers, I, as 124 00:06:43,650 --> 00:06:47,310 someone who wants a hammer, want to get the best possible hammer 125 00:06:47,340 --> 00:06:51,000 that I can get for my particular needs. Because I as the customer 126 00:06:51,030 --> 00:06:55,170 feel I am unique. Now you and I know that most businesses aren't 127 00:06:55,170 --> 00:06:58,380 unique, they have three basic things they need to do, which is 128 00:06:58,500 --> 00:07:01,590 attract leads, run the business and make sales and deliver the 129 00:07:01,590 --> 00:07:05,250 work. Like it's not a huge amount of differentiation. But I 130 00:07:05,250 --> 00:07:08,910 believe that my business is unique. And so if you want to 131 00:07:08,910 --> 00:07:14,220 scale massively, you have to understand the or you have to 132 00:07:14,220 --> 00:07:18,900 commit I should say, to an individual core problem and 133 00:07:18,900 --> 00:07:22,350 concept that you're going to push forward. So when you 134 00:07:22,350 --> 00:07:24,510 mentioned like the age fact businesses, and we're going to 135 00:07:24,660 --> 00:07:27,990 help you get 51 leads a week, that's a really specific 136 00:07:27,990 --> 00:07:31,320 message. And that's actually what you scale. So typically, we 137 00:07:31,320 --> 00:07:35,460 say, you don't scale businesses, you scale the idea. And let's 138 00:07:35,460 --> 00:07:39,540 say that we came up right now with this is actually a really 139 00:07:39,540 --> 00:07:43,440 common problem, youtubers with a really big following, who had 140 00:07:43,440 --> 00:07:47,100 their advertising revenue, like destroyed by the algorithm. And 141 00:07:47,100 --> 00:07:50,040 we say, I'm going to help you transition your revenue from 142 00:07:50,040 --> 00:07:52,890 being in the hands of YouTube to being in your own hands. That's 143 00:07:52,890 --> 00:07:55,560 the, that's the million dollar message. That's the ultimate, 144 00:07:55,560 --> 00:07:58,590 that's the niche that we're going to go after. Now, if I've 145 00:07:58,590 --> 00:08:01,980 got that particular problem in mind, the first thing I want to 146 00:08:01,980 --> 00:08:05,970 put down is I call it an escape plan or a signature system, that 147 00:08:05,970 --> 00:08:10,170 individual process. And that could be three steps, seven 148 00:08:10,170 --> 00:08:12,990 steps, nine steps is probably the maximum. And when you have 149 00:08:12,990 --> 00:08:17,340 that process, combined with a really hyper specific niche, all 150 00:08:17,340 --> 00:08:21,210 of a sudden, it's much easier to write a book, write a ton of 151 00:08:21,210 --> 00:08:24,450 blog content, run webinars or on coaching calls, do individual 152 00:08:24,450 --> 00:08:27,270 client trend, do one on one training, do service based 153 00:08:27,270 --> 00:08:30,480 training, because you're selling essentially the same product? 154 00:08:30,480 --> 00:08:33,210 And that's what I did, which is why when I first started, people 155 00:08:33,210 --> 00:08:38,190 were like, what, what the hell is a marketing funnel? Two? Why 156 00:08:38,190 --> 00:08:40,260 would people want to learn how to sell it, I was like, that's 157 00:08:40,260 --> 00:08:44,400 almost irrelevant, because I want to be the number one result 158 00:08:44,880 --> 00:08:47,610 that people are going to come after. And it meant that, at 159 00:08:47,610 --> 00:08:50,760 first, I could do really broad group training, because it was 160 00:08:50,760 --> 00:08:54,510 the same process exactly the same process, as in my book. So 161 00:08:54,510 --> 00:08:57,810 that's the key, in my opinion, to scale is to make sure you've 162 00:08:57,810 --> 00:09:00,600 got the process and you do just as you stay at that individual 163 00:09:00,600 --> 00:09:05,010 niche, because all you're doing is saying, Well, how wide Can I 164 00:09:05,010 --> 00:09:07,830 make the audience for this problem? That's fine. Well, in 165 00:09:07,830 --> 00:09:10,470 that case, I'd need to do group coaching or content or a course 166 00:09:10,470 --> 00:09:13,710 or a book, I want to do really narrow individual one on one, 167 00:09:13,740 --> 00:09:15,660 they're going to go through the same process, but it's gonna be 168 00:09:15,660 --> 00:09:19,920 more accountability more one on one more one on one time. So 169 00:09:19,920 --> 00:09:23,880 really, that's all I did was focus on the problem, and then 170 00:09:24,360 --> 00:09:26,610 began to build an audience and just made sure that all of our 171 00:09:26,610 --> 00:09:29,850 stuff was super, super scalable. And if people want to work with 172 00:09:29,850 --> 00:09:33,780 us one on one, it costs more because it takes my time out of 173 00:09:33,780 --> 00:09:36,150 the business. So that's that's the trade off you've got to work 174 00:09:36,150 --> 00:09:38,190 for. Does that make sense of it? Did I answer your question that 175 00:09:38,190 --> 00:09:39,390 I understand what you're getting at? 176 00:09:39,510 --> 00:09:42,000 Robert Plank: It does and you did. And my head's already 177 00:09:42,000 --> 00:09:45,150 swirling with like like six like marketing fundamentals that 178 00:09:45,150 --> 00:09:47,910 maybe we've heard before but prep forgotten or maybe you 179 00:09:47,910 --> 00:09:50,640 haven't combined because you always hear about having like 180 00:09:50,640 --> 00:09:54,300 the customer avatar, which I'm sure I don't know, I hate that. 181 00:09:54,300 --> 00:09:58,020 It's so cheesy, but I get the the idea behind it. You hear 182 00:09:58,020 --> 00:10:01,710 about things like you know, solve problem and ad pain. And 183 00:10:01,710 --> 00:10:04,620 that kind of relates to like having your like escape plan and 184 00:10:04,620 --> 00:10:09,060 having it really narrow down to a specific person. And even even 185 00:10:09,060 --> 00:10:11,370 when your hand motions, you're kind of making like a funnel 186 00:10:11,370 --> 00:10:14,190 almost like what you want to go really broad to go with the 187 00:10:14,190 --> 00:10:16,800 group training. But then if you get it down to the one on one, 188 00:10:16,950 --> 00:10:19,860 then it's it's more of like the high ticket and things like 189 00:10:19,860 --> 00:10:22,650 that. And, and all that kind of brings you back to thinking 190 00:10:22,650 --> 00:10:26,700 about that whole old ish now concept of moving the free line, 191 00:10:26,760 --> 00:10:31,050 right of if the end of your funnel is just information in 192 00:10:31,050 --> 00:10:33,720 just a book, well, then you have to be careful about what you 193 00:10:33,720 --> 00:10:37,770 hold back. But if the end game for a select group of people is 194 00:10:37,890 --> 00:10:41,100 done for you service or something like that, then give 195 00:10:41,100 --> 00:10:43,980 all the information away that you want, right teach everything 196 00:10:43,980 --> 00:10:46,650 on the webinar, say everything in the book, because what you 197 00:10:46,650 --> 00:10:49,710 really want them to do is say, Okay, I get that there's a 198 00:10:49,710 --> 00:10:52,590 problem, I know that I need to change it, here's what I could 199 00:10:52,590 --> 00:10:57,990 do, but it's way less painful for me to hire Mike or his team 200 00:10:57,990 --> 00:11:02,520 or someone like him to implement this escape plan for me. And and 201 00:11:02,520 --> 00:11:05,700 so this kind of topic here, Mike like, it's it's been on my mind 202 00:11:05,700 --> 00:11:08,820 a lot more the last maybe a year and a half or so. Because like 203 00:11:08,820 --> 00:11:11,550 I've kind of been, I've been like slowly but not fast enough 204 00:11:11,550 --> 00:11:14,100 kind of building like more of a done for you service and giving 205 00:11:14,100 --> 00:11:17,790 away or doing selling less software and less of courses, 206 00:11:17,850 --> 00:11:20,850 just because I don't know, it seems like, it seems like the 207 00:11:20,880 --> 00:11:23,730 it's just it's a new challenge. And it seems like once you get 208 00:11:23,730 --> 00:11:26,640 someone over the hump of like, Okay, it's time to change. It 209 00:11:26,640 --> 00:11:29,640 seems like there's a lot less obstacles, right? Because if 210 00:11:29,640 --> 00:11:32,400 you're just selling information, it seems like they don't believe 211 00:11:32,400 --> 00:11:35,430 they can do it or they're not going to follow through. And 212 00:11:35,430 --> 00:11:38,490 it's so Mr. Right here that it seems like there's like a little 213 00:11:38,520 --> 00:11:42,090 there's like a bigger roadblock in like a service as far as like 214 00:11:42,210 --> 00:11:44,700 believing that they have to adopt some new ideas. But it 215 00:11:44,700 --> 00:11:48,990 seems like after that it's kind of more smooth sailing than 216 00:11:48,990 --> 00:11:52,500 trying to drag someone along. Implementing information is on 217 00:11:52,500 --> 00:11:53,220 the right track. 218 00:11:53,490 --> 00:11:56,730 Unknown: Yeah. So again, there's there's a couple of pieces there 219 00:11:56,730 --> 00:11:59,850 to unpack. I think the first one. And this is true of all 220 00:11:59,850 --> 00:12:04,140 businesses, I have yet to come across a business who cannot 221 00:12:04,170 --> 00:12:07,530 implement this. I've got colleagues who do this, these 222 00:12:07,530 --> 00:12:11,640 same models with like crime scene cleanup. So typically, 223 00:12:11,640 --> 00:12:14,700 that's a private company here in the UK, who does that after 224 00:12:14,700 --> 00:12:17,790 there's been a really grisly death. There's, we've got I've 225 00:12:17,790 --> 00:12:19,920 got a colleague who literally her businesses do that. So 226 00:12:19,920 --> 00:12:23,040 they've done for you model is her team go in, and they scrub 227 00:12:23,040 --> 00:12:25,740 it, and they have varying scales, this works for any and 228 00:12:25,740 --> 00:12:28,800 all businesses. And there's a few key points, some of which 229 00:12:28,830 --> 00:12:36,360 you've kind of highlighted there. First of all, it's 230 00:12:36,360 --> 00:12:42,180 important to know that there's a there's that trade off between, 231 00:12:42,450 --> 00:12:46,200 if they don't invest a huge amount, by definition, they're 232 00:12:46,200 --> 00:12:49,350 going to have to do more work. And on the other side, in fact, 233 00:12:49,350 --> 00:12:52,410 I use this as a sales pitch. I say, look, would you like the 234 00:12:52,410 --> 00:12:56,160 results faster? easier? And with more automation? Yeah, great. 235 00:12:56,370 --> 00:12:59,130 Get us to do more of the work. And every time you want us to do 236 00:12:59,130 --> 00:13:01,530 more of the work and for you to do less of the work, it's going 237 00:13:01,530 --> 00:13:06,990 to cost a little bit more. I actually don't think that high 238 00:13:06,990 --> 00:13:10,410 ticket five figure six figure services is the only way to 239 00:13:10,440 --> 00:13:13,110 revenue and profitability. I don't believe that at all. I 240 00:13:13,110 --> 00:13:16,080 believe you can make money in the mid line. Absolutely you can 241 00:13:16,110 --> 00:13:20,190 we know that for a fact you can. The difference is when people 242 00:13:20,610 --> 00:13:25,050 deliver a $25,000 product or service but they only charge a 243 00:13:25,050 --> 00:13:28,530 couple of grand. That's the problem is if your customers 244 00:13:28,530 --> 00:13:30,930 have only got a couple of grand and let's say they are in that 245 00:13:30,930 --> 00:13:33,840 sweet spot of courses and online learning and they wants to do 246 00:13:33,840 --> 00:13:37,350 that great. Give them that then if someone comes to me and says 247 00:13:37,350 --> 00:13:40,110 I'd love to work with you, Miko, fantastic are our six month 248 00:13:40,110 --> 00:13:43,560 coaching programs 25 grand, they go off, I don't quite have that 249 00:13:43,560 --> 00:13:47,370 much. That's not a problem. We have a $2,000 option, and so on 250 00:13:47,370 --> 00:13:54,420 and so forth going down. The the other point is that courses and 251 00:13:54,420 --> 00:13:58,140 sales and products, they need to be qualifiers. I think people 252 00:13:58,140 --> 00:14:00,960 view those products in the wrong way. I think people view them as 253 00:14:00,960 --> 00:14:03,840 the be all and end all. And it's sort of like this magic key to 254 00:14:03,840 --> 00:14:07,380 scaling, where in actual fact, I think that those products should 255 00:14:07,380 --> 00:14:10,590 be used as qualifiers. First of all, anyone who goes through 256 00:14:10,590 --> 00:14:15,390 your program, and buys from you, that to me is a perfect hire. 257 00:14:15,450 --> 00:14:18,480 That is the perfect person that you should be hiring onto your 258 00:14:18,480 --> 00:14:20,670 team. Because they've gone through the process. They 259 00:14:20,670 --> 00:14:23,550 understand it, they're evangelists. And it's not going 260 00:14:23,550 --> 00:14:28,440 to be everyone, maybe one in 50 maybe I don't know, who really 261 00:14:28,440 --> 00:14:30,900 connects with it completes it goes through it. That's the 262 00:14:30,900 --> 00:14:33,360 person that I want selling my next product. So it's a 263 00:14:33,360 --> 00:14:37,320 fantastic hiring tool. Like it's an outstanding hiring tool. And 264 00:14:37,320 --> 00:14:41,460 the second piece is that anyone who goes through that process if 265 00:14:41,460 --> 00:14:43,920 they go Yeah, you know, I went through it, but I still really 266 00:14:43,920 --> 00:14:47,040 struggled. That's not them saying you failed. That's them 267 00:14:47,040 --> 00:14:50,790 saying I want more help. So they're literally saying, I need 268 00:14:50,790 --> 00:14:53,670 more help you go great. Would you like to work with us further 269 00:14:53,670 --> 00:14:55,290 and we can work on accountability and 270 00:14:55,290 --> 00:14:58,290 implementation you can work with the done for us guys, and it's 271 00:14:58,290 --> 00:15:02,460 you know, 25 grand, but it We'll take off the course cart price 272 00:15:02,490 --> 00:15:05,220 from the initial thing if you want to drop it down to 23, or 273 00:15:05,220 --> 00:15:08,130 whatever. And it's only a two grand deposit per month. And 274 00:15:08,130 --> 00:15:11,100 what's that? That's 12 months to two grand at roughly works out. 275 00:15:11,340 --> 00:15:14,040 So you then have this qualification program, I think 276 00:15:14,040 --> 00:15:17,250 people have this thing where they like, they'll sell courses, 277 00:15:17,250 --> 00:15:20,340 people complete them, and they just drop off. Like, no, no, no, 278 00:15:20,340 --> 00:15:23,250 what you should be doing, don't try to find more leads for those 279 00:15:23,250 --> 00:15:26,580 guys. Find more, Seth Godin said this, right, it was like, don't 280 00:15:26,580 --> 00:15:28,560 find customers for your products, find products for your 281 00:15:28,560 --> 00:15:31,380 customers, the people who have gone through your program, if 282 00:15:31,380 --> 00:15:34,560 they failed, and if they haven't fully implemented or connected 283 00:15:34,560 --> 00:15:38,220 with it, that's not a failure on your behalf. That's them saying, 284 00:15:38,490 --> 00:15:41,310 I need some more help. So that to me is again, ripe for 285 00:15:41,700 --> 00:15:44,940 memberships and programs and communities and high ticket 286 00:15:44,940 --> 00:15:48,450 courses and stuff. So personally, there is a hump, but 287 00:15:48,450 --> 00:15:51,420 I want it there. Because it's a qualifier, I want people to be 288 00:15:51,420 --> 00:15:54,750 qualified before before continuing to work with me. So 289 00:15:55,080 --> 00:15:57,180 that's how I see that. And I 290 00:15:57,180 --> 00:15:58,800 Robert Plank: like the way that you see it. And there's, there's 291 00:15:58,800 --> 00:16:02,670 like a handful, I get every, every time that we have the next 292 00:16:02,730 --> 00:16:05,820 exchange of information, I feel like I get like three to five 293 00:16:05,820 --> 00:16:08,430 like nuggets, I'm like, Okay, I need to unpack them from my 294 00:16:08,430 --> 00:16:10,980 brain because like we pass through them, and they're really 295 00:16:10,980 --> 00:16:14,550 good. And so, so what you're saying here is that if someone 296 00:16:14,580 --> 00:16:18,450 like buys a product course from us, and they get halfway, and 297 00:16:18,450 --> 00:16:21,510 they they don't, they don't follow through with it. It's not 298 00:16:21,510 --> 00:16:24,180 a failure. It's not all or nothing, it just means that they 299 00:16:24,180 --> 00:16:26,910 need help. And you're making me think back, because I mean, I've 300 00:16:26,910 --> 00:16:30,540 been at this for like 20 years, and doing like software, and you 301 00:16:30,540 --> 00:16:32,880 know, ebooks and things like that. And they're making me 302 00:16:32,880 --> 00:16:38,070 think of like, early on, I was just trying to get get jobs as a 303 00:16:38,070 --> 00:16:41,400 programmer. And it was always a struggle. And it was like always 304 00:16:41,400 --> 00:16:43,860 playing the price wars and people want a discount. But as 305 00:16:43,860 --> 00:16:46,800 soon as I created information products, Sure, I'd have some 306 00:16:46,800 --> 00:16:49,440 people saying, oh, I'll do it myself. But I had that that 307 00:16:49,440 --> 00:16:54,480 handful of the top tier, the top percent, and they had to buy a 308 00:16:54,720 --> 00:16:57,870 ebook or report from me, because that was before videos and 309 00:16:57,870 --> 00:17:01,350 courses, they buy the product and get to the end and say, I'll 310 00:17:01,350 --> 00:17:05,130 just hire you to do it. And I wonder if they they bought the 311 00:17:05,130 --> 00:17:08,130 product intending to hire or if they bought the product, and 312 00:17:08,130 --> 00:17:10,980 then they got discouraged ended up hiring me either way, it was 313 00:17:10,980 --> 00:17:14,310 like just that alone ended up increasing my prices. And you're 314 00:17:14,310 --> 00:17:18,330 also making me think about having over the years having a 315 00:17:18,330 --> 00:17:22,380 couple of star students, right, because as you know, you put out 316 00:17:22,380 --> 00:17:24,840 information you put out a course it can be the best thing ever. 317 00:17:24,870 --> 00:17:29,310 But really, I mean, the 10% to 20% really take action if 318 00:17:29,310 --> 00:17:31,950 someone is someone does anything in your course, they're already 319 00:17:31,950 --> 00:17:35,490 like us just a star student just because most people just buy and 320 00:17:35,490 --> 00:17:38,820 do nothing. And so there is a couple that like one person was 321 00:17:38,820 --> 00:17:42,210 such a good student in one of my courses that he became my 322 00:17:42,210 --> 00:17:45,120 business partner for a bunch of years, right. And then and then 323 00:17:45,120 --> 00:17:48,930 someone else was was super active and excited and 324 00:17:48,930 --> 00:17:52,260 knowledgeable in one in one of our courses. And what we our 325 00:17:52,260 --> 00:17:55,440 mistake there was we approached her and we said, well, we taught 326 00:17:55,440 --> 00:17:58,470 all this. And we would like to put a payment button on our 327 00:17:58,470 --> 00:18:01,740 download page saying, if you are a buyer of ours, and you just 328 00:18:01,740 --> 00:18:05,970 want to implement it, then use this lady to get it done for 329 00:18:05,970 --> 00:18:07,830 you. And we were like can you set up a button, give us a 330 00:18:07,830 --> 00:18:10,500 commission, and she didn't follow through, and you're 331 00:18:10,500 --> 00:18:12,870 making me think we should have just hired her we should just 332 00:18:12,870 --> 00:18:16,710 paid her like per job per month per hour or whatever. Because 333 00:18:16,710 --> 00:18:20,130 the sending her on her own into it wouldn't have worked out. So 334 00:18:20,160 --> 00:18:23,040 I guess these are things where they say what a failure is the 335 00:18:23,040 --> 00:18:27,540 opportunity to begin again more intelligently. You kind of 336 00:18:27,540 --> 00:18:31,800 flipped around a lot of the the I don't know if it's like like 337 00:18:31,800 --> 00:18:36,060 common sense. Maybe not. But it's like the default kind of 338 00:18:36,060 --> 00:18:41,040 negative giving up attitude towards like a better way of of 339 00:18:41,040 --> 00:18:44,850 going about it. And so I don't want to keep you on the line for 340 00:18:44,850 --> 00:18:48,630 too long. But as as we're approaching maybe the past five 341 00:18:48,660 --> 00:18:51,870 or the final five or 10 minutes of our conversation here. What 342 00:18:51,870 --> 00:18:54,450 do you think people out there need to know about funnels or 343 00:18:54,450 --> 00:18:56,910 about selling a service because like I could talk all day long 344 00:18:56,910 --> 00:19:00,180 about going off on tangents. But what do people out there and 345 00:19:00,240 --> 00:19:03,510 internet land podcast man really urgently need to know. 346 00:19:04,140 --> 00:19:07,920 Unknown: So okay, so my sweet spot is selling marketing 347 00:19:07,920 --> 00:19:12,180 services, which is basically to say, you're going to work one on 348 00:19:12,180 --> 00:19:15,660 one with a client or at least ideally, your team works one on 349 00:19:15,660 --> 00:19:18,900 one with the client, whether you are an accountant or you build 350 00:19:18,900 --> 00:19:21,870 marketing services, your marketing agency or you you know 351 00:19:21,900 --> 00:19:25,080 are a personal trainer, the the application is all the way 352 00:19:25,080 --> 00:19:27,810 through I'm going to keep the language in the in the way that 353 00:19:27,810 --> 00:19:30,450 I talked to funnel builders. So if you are marketing agencies 354 00:19:30,450 --> 00:19:35,760 and consultants, the key to be able to charge five figures. 355 00:19:35,850 --> 00:19:38,700 It's got nothing to do with experience. Everyone thinks Oh, 356 00:19:38,700 --> 00:19:40,800 it's to do with my portfolio or I haven't been doing this a 357 00:19:40,800 --> 00:19:43,770 particularly long time. People forget Tesla's most expensive 358 00:19:43,770 --> 00:19:46,770 car when they released it was their first one. You have to 359 00:19:46,770 --> 00:19:50,400 release your first product as the most expensive model. It's 360 00:19:50,430 --> 00:19:53,730 only after you have started delivering those services and 361 00:19:53,730 --> 00:19:56,220 cars and prices or products or whatever you want to do. Then 362 00:19:56,220 --> 00:19:58,860 you can drop your prices. There's nothing wrong with 363 00:19:58,860 --> 00:20:01,920 charging three or four $1,000 as long as it has nothing to do 364 00:20:01,920 --> 00:20:05,760 with your time, so the first rule of thumb I say is make sure 365 00:20:05,760 --> 00:20:08,970 that if if someone wants to work one on one with you that you 366 00:20:08,970 --> 00:20:12,000 charge at least five figures, it doesn't have to be 25 grand, but 367 00:20:12,000 --> 00:20:14,940 it has to be five figures minimum, because that's your 368 00:20:14,940 --> 00:20:19,020 time out of the business. And there are six components to be 369 00:20:19,020 --> 00:20:21,960 able to raise that price. And every time you put in one of 370 00:20:21,960 --> 00:20:24,690 those components, or one of these components, you'll find 371 00:20:24,690 --> 00:20:27,330 that you're able to justify a higher price. And the first one 372 00:20:27,330 --> 00:20:30,120 was the one that you first identified on the Start the call 373 00:20:30,300 --> 00:20:33,570 is your audience or your niche. If you go up to someone 374 00:20:33,570 --> 00:20:36,360 specific, you can charge specific prices. If you go after 375 00:20:36,360 --> 00:20:40,620 generalists, you can charge general prices. If you have a 376 00:20:41,700 --> 00:20:45,480 red 1960s convertible Ferrari that you want to restore to 377 00:20:45,480 --> 00:20:48,120 showroom condition, you're not going to take it to anyone. But 378 00:20:48,120 --> 00:20:51,840 if someone says my garage specifically restores red 1960s 379 00:20:51,840 --> 00:20:54,090 Porsches to showroom condition, you're going to want to go 380 00:20:54,090 --> 00:20:57,150 there, because it's specific to what you can do, it's so 381 00:20:57,150 --> 00:20:59,670 important to be able to do that. So the first thing to do to 382 00:20:59,670 --> 00:21:02,580 raise your prices is your audience. The second thing to 383 00:21:02,580 --> 00:21:06,270 raise your prices somewhat counter intuitively is amount, 384 00:21:06,300 --> 00:21:09,360 you need to set the price. Weirdly, you need to set the 385 00:21:09,360 --> 00:21:12,720 price first and work backwards. I could talk for days on 386 00:21:12,720 --> 00:21:16,350 pricing. But what most people tend to do is they say, here's 387 00:21:16,350 --> 00:21:19,290 all the things I want to deliver to the client, how much do I 388 00:21:19,290 --> 00:21:22,050 think I can get away with charging them. And that's the 389 00:21:22,050 --> 00:21:25,140 wrong way, what you need to do is say, I want to earn 100 grand 390 00:21:25,140 --> 00:21:27,690 a year, I would rather work with four clients or one every 391 00:21:27,690 --> 00:21:31,230 quarter, therefore, I need to charge 25 grand per high ticket 392 00:21:31,230 --> 00:21:34,590 client and work backwards from that and say, What would I give 393 00:21:34,590 --> 00:21:39,720 someone for 25 grand. The third piece is your assets. This is 394 00:21:39,720 --> 00:21:43,230 about making sure that you've got lead generation materials 395 00:21:43,230 --> 00:21:45,720 and that you talked about things like ebooks and courses and 396 00:21:45,720 --> 00:21:49,020 products and content and blog posts and booking forms. You 397 00:21:49,020 --> 00:21:52,320 know, all of this stuff adds up. It doesn't happen overnight. It 398 00:21:52,320 --> 00:21:56,910 doesn't happen immediately. But businesses with assets, or even 399 00:21:56,910 --> 00:21:59,910 a sales page, or sales pages and asset, those people say I sell 400 00:21:59,910 --> 00:22:02,340 websites or SEO, I'm like great, where's your sales page for it? 401 00:22:02,610 --> 00:22:05,400 As far as I'm concerned, it doesn't exist until as a sales 402 00:22:05,400 --> 00:22:08,220 page. So all of those things build up and you'll find again, 403 00:22:08,670 --> 00:22:11,610 businesses are able to charge seemingly crazy money, they have 404 00:22:11,610 --> 00:22:14,730 a ton of assets behind what it is that they're doing. The 405 00:22:14,730 --> 00:22:17,160 third, the fourth piece is authority, you need to be 406 00:22:17,160 --> 00:22:21,930 specific in who you are and what you do. And you need to create 407 00:22:21,930 --> 00:22:25,920 content, you need to have some kind of opt in offer lead magnet 408 00:22:25,920 --> 00:22:27,840 killer training program is something you give away for 409 00:22:27,840 --> 00:22:28,230 free. 410 00:22:28,500 --> 00:22:33,360 I recommend at minimum a webinar or a 10,000 word blog post. If 411 00:22:33,360 --> 00:22:36,210 you do a webinar specific to your audience talking about 412 00:22:36,210 --> 00:22:39,300 their specific problem going to transcribe those your 10,000 413 00:22:39,300 --> 00:22:43,410 words, roughly an hour's speaking as 10,000 words, that 414 00:22:43,410 --> 00:22:46,290 replaces your need for a portfolio all of a sudden, you 415 00:22:46,290 --> 00:22:48,780 don't need any of that stuff. Because you've got this thing 416 00:22:48,780 --> 00:22:51,150 people say, Oh, how could you possibly help me but more calls 417 00:22:51,150 --> 00:22:52,770 to go great, I've got this training webinar on a written 418 00:22:52,770 --> 00:22:55,410 blog post, do you want to book a call with me and booking a call 419 00:22:55,410 --> 00:22:59,220 with me is an asset, it's a calendly form or whatever all of 420 00:22:59,220 --> 00:23:01,830 these things matter. As long as you're moving out of the manual 421 00:23:01,830 --> 00:23:05,700 process. The final two pieces are generate attention. Tell 422 00:23:05,700 --> 00:23:08,730 people who you work with the amount of funnel builders and 423 00:23:08,730 --> 00:23:11,220 marketers who say Mike, can you help me get more leads, and I go 424 00:23:12,210 --> 00:23:14,700 tell me who you work with. And let's say even then they have a 425 00:23:14,700 --> 00:23:18,270 niche and they'll say, I work with dentists so great. Does 426 00:23:18,270 --> 00:23:22,260 your mum know that you work with dentists? Does your grandmother 427 00:23:22,260 --> 00:23:24,300 know that you work with dentists? If you're not telling 428 00:23:24,300 --> 00:23:26,700 people in your immediate network? Hey, I'm looking to 429 00:23:26,700 --> 00:23:29,340 work with dentists? Why would anyone come to approach you 430 00:23:29,340 --> 00:23:31,740 anyway, you have to be consistently telling people I 431 00:23:31,740 --> 00:23:34,920 work with this audience. And action, which is the final one 432 00:23:34,920 --> 00:23:37,110 is all about closing, we've talked a bit about that, you 433 00:23:37,110 --> 00:23:40,920 know, refusing to let people drop off and making sure that 434 00:23:40,920 --> 00:23:43,890 you're even making them an offer in the first place. And to do a 435 00:23:43,890 --> 00:23:47,460 horrible transition into a pitch. I have a book which you 436 00:23:47,460 --> 00:23:50,940 mentioned five figure funnels available on Amazon or whatever. 437 00:23:50,940 --> 00:23:53,580 And this goes into great detail on that. And even if you're not 438 00:23:53,670 --> 00:23:56,010 a funnel builder, I think it's quite an appropriate book. But 439 00:23:56,370 --> 00:23:59,220 that's how you raise your prices, man is is those six, 440 00:23:59,250 --> 00:24:03,330 those six segments. And over time when you build them. That's 441 00:24:03,330 --> 00:24:05,700 what raises up your prices on and on and on. And it's 442 00:24:05,700 --> 00:24:08,730 surprisingly easy to do. It just requires a little bit of focus. 443 00:24:09,570 --> 00:24:11,460 Yeah, so I went off on a rant there, I apologize. 444 00:24:11,820 --> 00:24:13,830 Robert Plank: But I mean that that's perfect. I mean, yeah, 445 00:24:13,830 --> 00:24:16,200 there's like the focus needed. But also it seems like there's a 446 00:24:16,200 --> 00:24:19,260 lot of just like, reconfiguring that. I think there's so many of 447 00:24:19,260 --> 00:24:22,920 us out there are just like using using our time and using our 448 00:24:22,920 --> 00:24:26,490 business incorrectly thinking too small. And then there's 449 00:24:26,490 --> 00:24:28,770 like, it seems like a recurring theme in our conversation here 450 00:24:28,770 --> 00:24:31,830 is like flipping so many things on their head and like working 451 00:24:31,830 --> 00:24:35,190 backwards, like you said, instead of piling in things, and 452 00:24:35,190 --> 00:24:38,580 then undercutting yourself and saying, Well, I think this might 453 00:24:38,580 --> 00:24:43,500 only be worth $500 being like no 100 grand per year, one client 454 00:24:43,500 --> 00:24:46,890 per quarter or $25,000 and then figure out what gets put in 455 00:24:46,890 --> 00:24:50,190 there. I mean, you're making me even think back to like one of 456 00:24:50,190 --> 00:24:53,760 the best things I ever did was writing a sales letter for a 457 00:24:53,760 --> 00:24:57,720 product first, right because 100% Yeah, and and like that's 458 00:24:57,720 --> 00:25:00,090 another example of just like it's counterintuitive. would 459 00:25:00,090 --> 00:25:02,850 have been like doing doing the cart before the horse pays off 460 00:25:02,850 --> 00:25:05,730 so much. Because it's easy to like, say like, Oh, well, I've 461 00:25:05,730 --> 00:25:08,190 heard any need to make a free gift, alright, I'm already sort 462 00:25:08,190 --> 00:25:11,190 of tired. Now I need to make a paid product, I'm already sort 463 00:25:11,190 --> 00:25:14,190 of tired. Now I'm making the sales letter by them I've given 464 00:25:14,190 --> 00:25:16,770 up. But there's so many things, I've just doing things in a 465 00:25:16,770 --> 00:25:20,760 weird order or like the order of importance, which, again, common 466 00:25:20,760 --> 00:25:23,820 sense doesn't tell you that's what it is. But but it is. I 467 00:25:23,820 --> 00:25:26,490 mean, it just gives us so much to think about and, and we all 468 00:25:26,490 --> 00:25:29,130 need to be doing all these things. But as you said, it's 469 00:25:29,130 --> 00:25:32,250 overwhelming to think about all of it at once. So that's why we 470 00:25:32,250 --> 00:25:35,640 need to have multiple ways of getting the information to us 471 00:25:35,640 --> 00:25:38,430 from your book and from your webinars. And definitely from 472 00:25:38,460 --> 00:25:40,470 joining your Facebook group. Correct? 473 00:25:40,890 --> 00:25:45,360 Unknown: Yeah, 100%, if you go to sell your service dot code at 474 00:25:45,360 --> 00:25:49,680 UK forward slash Facebook, that will redirect you. And you know, 475 00:25:49,680 --> 00:25:51,600 we're constantly talking about that stuff. And we've got a 476 00:25:51,600 --> 00:25:54,420 YouTube channel as well, which is youtube.com forward slash 477 00:25:54,420 --> 00:25:58,560 sell your service and, and really, I'm a firm believer, 478 00:25:58,560 --> 00:26:02,430 like, at its core that you've got, you have got the wisdom 479 00:26:02,430 --> 00:26:06,090 inside you already, you know, this stuff already. A big part 480 00:26:06,090 --> 00:26:08,430 of what we do is actually giving people the confidence to put 481 00:26:08,430 --> 00:26:11,190 that into place and the self permission to put that into 482 00:26:11,190 --> 00:26:14,820 place. You know, you should be charging higher, you know, that 483 00:26:14,820 --> 00:26:18,120 you should be selling before you build it and sell it before you 484 00:26:18,120 --> 00:26:23,040 deliver it. It's it's really about giving people the 485 00:26:23,250 --> 00:26:27,420 confidence to go away and do that. It's not consuming 486 00:26:27,420 --> 00:26:29,790 information is important. And learning educating is really 487 00:26:29,790 --> 00:26:33,240 important. I have just today invested in another $2,000 a 488 00:26:33,240 --> 00:26:36,510 month training program for myself, because I believe it's 489 00:26:36,510 --> 00:26:39,510 important to keep learning but a lot of the time, we have that 490 00:26:39,510 --> 00:26:42,810 knowledge inside us. And it's just about standing up and 491 00:26:42,810 --> 00:26:45,660 saying this is how I'm going to run my business like with 492 00:26:45,660 --> 00:26:49,350 pricing. People say well, what if I'm too expensive? What do 493 00:26:49,350 --> 00:26:53,010 people say I'm too expensive. agree with them? Go Yeah, I am 494 00:26:53,010 --> 00:26:58,050 expensive, I'm a lot of money sign here. Like them saying no, 495 00:26:58,080 --> 00:27:00,300 doesn't pay the bills them saying you're cheap doesn't pay 496 00:27:00,300 --> 00:27:04,440 the bills. So I would rather be seen as crazy expensive by 99% 497 00:27:04,440 --> 00:27:06,990 of the people I work with. For the one person I do want that to 498 00:27:06,990 --> 00:27:09,210 be profitable. Because that's the only way I can run a 499 00:27:09,210 --> 00:27:12,090 business, your price has got nothing to do with anyone else. 500 00:27:12,270 --> 00:27:15,960 It's your business, run it how you want to run it, rather than 501 00:27:15,990 --> 00:27:18,840 what you think people are running it as, rather than how 502 00:27:18,840 --> 00:27:21,450 you see people running it. As you know, their journeys are 503 00:27:21,450 --> 00:27:24,840 very different to yours. And you've probably as I mentioned, 504 00:27:24,840 --> 00:27:28,080 but the wisdom inside you already. It's just giving 505 00:27:28,080 --> 00:27:31,050 yourself permission to follow that path and follow that 506 00:27:31,050 --> 00:27:33,210 direction as opposed to like, I think you mentioned what was it 507 00:27:35,550 --> 00:27:39,060 seems like that's the normal thing to do. Well, apparently 508 00:27:39,060 --> 00:27:41,550 not because most businesses actually don't do it that way. 509 00:27:41,550 --> 00:27:44,760 So it's a it's an interesting journey that we have to go on 510 00:27:44,760 --> 00:27:45,930 with these kinds of businesses. 511 00:27:46,470 --> 00:27:48,660 Robert Plank: Well, it's exciting. And I'm excited for 512 00:27:48,660 --> 00:27:52,620 you and you make it fun, right? Like you said, you encourage us 513 00:27:52,620 --> 00:27:54,930 there's there's so much information out there, you can 514 00:27:54,930 --> 00:27:57,540 dial up YouTube and find out anything you want. But then to 515 00:27:57,540 --> 00:28:00,990 actually convince yourself into into taking these risks and 516 00:28:01,230 --> 00:28:03,840 changing the way that you do business and thinking about 517 00:28:03,840 --> 00:28:06,330 things maybe that's takes a little bit longer, but that's 518 00:28:06,330 --> 00:28:09,510 why we need guys like you to be working on us. I mean, some of 519 00:28:09,510 --> 00:28:12,030 my favorite like marketers out there are guys like, you know 520 00:28:12,030 --> 00:28:15,990 Dave Ramsey or like Grant Cardone or Bradley. And it's 521 00:28:15,990 --> 00:28:18,600 always the same like you watch a video and like you've seen them 522 00:28:18,600 --> 00:28:21,330 all but then you watch it again and again. And they sort of like 523 00:28:21,330 --> 00:28:24,690 convinced you a little bit more even though it's only like a 524 00:28:24,690 --> 00:28:27,810 handful of bullet points no matter who the these experts 525 00:28:27,810 --> 00:28:30,450 are. And there's also the element of like making your fun 526 00:28:30,450 --> 00:28:33,690 like even you mentioned about the crime scene cleanup people 527 00:28:33,840 --> 00:28:37,530 you remind me of a Jeff Walker like I hate Jeff Walker like I 528 00:28:37,530 --> 00:28:41,880 think he's I couldn't hate him anymore. But Jeff Walker talks 529 00:28:41,880 --> 00:28:44,880 about like product launches and he had some client that did like 530 00:28:44,880 --> 00:28:49,260 horse dressage or something and so it's like a fun just outside 531 00:28:49,260 --> 00:28:51,960 the box case studies that you wouldn't have thought of like I 532 00:28:51,960 --> 00:28:54,870 think like Frank Kern one time said like he's he wrote a 533 00:28:54,870 --> 00:28:58,260 Craigslist ad and sold a house from it. So it's like, even just 534 00:28:58,260 --> 00:29:02,340 like the little nuggets of like, the entertainment and the kind 535 00:29:02,340 --> 00:29:05,100 of like convincing you to take this action and just reminds me 536 00:29:05,100 --> 00:29:08,550 that information is good. But then you all seem to kind of add 537 00:29:08,550 --> 00:29:12,960 some personality depth to it and things like that. So So yeah, so 538 00:29:12,960 --> 00:29:15,810 it means so much to think about, and we need to be going to sell 539 00:29:15,810 --> 00:29:20,700 your service co.uk get that book, get that get on that 540 00:29:20,700 --> 00:29:24,300 Facebook group. That way you can join people who are just like 541 00:29:24,300 --> 00:29:27,570 you exactly where you are and where you and have the same 542 00:29:27,570 --> 00:29:30,540 goals as you and they want to have a successful business just 543 00:29:30,540 --> 00:29:33,150 like you where you're specialized, where your niche 544 00:29:33,180 --> 00:29:35,670 where you have a funnel where you increase your prices, all 545 00:29:35,670 --> 00:29:38,820 the things that you set out to do initially in your business, 546 00:29:38,820 --> 00:29:41,730 but then for some reason, it was easy to compromise and 547 00:29:41,730 --> 00:29:44,070 compromise and next thing you know, you have a business that 548 00:29:44,070 --> 00:29:46,800 you don't like so it is time to make a change and go to sell 549 00:29:46,800 --> 00:29:51,360 your service co.uk or do you have any final parting words of 550 00:29:51,360 --> 00:29:54,690 advice for Mike any final last minute URLs or any just like 551 00:29:54,720 --> 00:29:57,750 Final sentences or things that tell us as we wrap up our 552 00:29:57,750 --> 00:29:58,410 journey here? 553 00:29:58,950 --> 00:30:02,430 Unknown: No, you know Just we I sign off on all of my things 554 00:30:02,430 --> 00:30:05,310 with have courage, commit and take action and that's what 555 00:30:05,310 --> 00:30:09,030 we're all about is have the courage to be disliked take 556 00:30:09,030 --> 00:30:11,970 action today because it's probably going to need to change 557 00:30:11,970 --> 00:30:15,390 anyway and commit to the result. And those things haven't really 558 00:30:15,390 --> 00:30:18,330 steered me wrong. So that's that's all I would say to finish 559 00:30:18,330 --> 00:30:18,840 it off with