Work Less, Make More

Work Less, Make More

“This week on Romance Your Tribe Radio I introduce you to a friend and mentor of mine, fellow Australian James Schramko.

 James is the author of the best selling book Work Less Make More and founder of Super Fast Business.

 I LOVE James’ approach to business. He has the same “anti-hussle, keep-it-real, lifestyle-focused”, approach to business that I’m passionate about.
A “corporate survivor”, he brings brilliant lessons from high achievement in sales and management and combines them with an almost minimalist approach to building a business.

A business that focuses on working less while making more. 

In this episode we discuss:

  • What is the Australian style of online business?
  • E.H.R. and how to calculate it (and why it is James’ core measure)
  • 5 ways you can work less and make more in your business
  • Clever apps to measure where your time goes
  • An example from each of our businesses of programs we closed that made huge changes to our respective E.H.R. (and happiness)

You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below. Never miss an episode. Click here for all the ways you can subscribe.

5 Ways To Work Less and Make More

The Myth of 9 to 5

For decades we have been conditioned to see 9 to 5 as the standard for how many hours you need to work each day (at least).

A better measure  is output, rather than time.

Output is the impact of the productive steps we’ve done throughout the day so it makes sense, that if you can create the outcome you need, in less time, with less productive steps, then you can “work less, make more”.

We’ll dive into HOW to do this below.

What You Can’t Measure, You Can’t Manage

Management Thinker, Peter Drucker, said it best: “You can’t manage what you can’t measure”.

Drucker means that you can’t know whether or not you are successful unless success is defined and tracked. Establishing clear metrics for success helps quantify progress and then adjust the process to produce the desired outcome. Without clear objectives, you’re stuck in a constant state of guessing. You’re stuck in the rut of the 9-5 shift.

When we clearly define objectives, we make educated data-driven decisions quickly.

The core metric James uses to measure success (work less, make more) is Effective Hourly Rate.

The Effective Hourly Rate (E.H.R.)

Let’s say you’re working at Mcdonald’s earning $16 an hour. Because you don’t have any costs as an employee, your wage is your Effective Hourly Rate. 

This is different than calculating the E.F.T. of an entrepreneur and a business owner.

How To Measure E.H.O. of The Business Owner

Here’s a quick calculation:
(Last Month’s Revenue) minus (Last Month’s Expenses) Divided by (Number of Hours You Worked last Month).

What number did you come up with?

For entrepreneurs, it’s not unusual to work a lot harder than when you actually had a job. Many entrepreneurs work 10 hour days, 6 to 7 days per week ( so 24 to 30 days per month). On the extreme end, that could be up to 300 hours per month!

Most people are working 8 hour days, 20 days a week as an absolute minimum. That is easily 160 hours.

If you don’t actually know your revenue, or your expenses, or even how many hours you work, don’t beat yourself up.

You are not unusual at all.

That’s your first action step:

Calculate your  E.F.T. for the last month

Our aim is to step-by-step make changes that have the greatest impact on increasing your E.F.T.

We do that by applying the Pareto Principle

The Pareto Principle

Otherwise known as the 80/20 principle, the key point is that most things in life (effort, reward, output) are not distributed evenly – some contribute more than others.

The important thing is to identify WHICH 20% of things give you 80% of your results so you can basically dump the unproductive 80%.

Here’s a few examples:

  • 20% of the effort done in a day contributes to 80% of productivity: Focus on improving the most productive tasks.
  • 20% of your members are contributing to 80% of your team’s performance, think on how to reward these members.
  • 20% of your customers contribute 80% of your revenue – how can you retain them and also attract more people like them? And also, how can you avoid the 80% of less profitable clients?
  • 20% of your products and services will contribute 80% of your revenue.

We can go on: The point is to realise  you need to focus your effort on the 20% that makes a difference, instead of the 80% that doesn’t add much.

5 Ways to Work Less and Make More

1. Set a Goal for Yourself 

Once you have calculated your E.F.T. set yourself a goal per month for your improved E.F.T.

Actually measure this so you know exactly how many hours you are working.

Set productivity goals per day. You’d want to have your checklist ticked off by avoiding distractions or other unnecessary things you shouldn’t be handling during the work hours.

2. Use Apps to Measure Your Productivity

If you haven’t been collecting your own data or you haven’t been really calculating how many hours you’re working, do a reality check.

Here are a few apps you can use to help you measure where your time is being consumed, often in multiple small grabs of time (hello Facebook and checking emails over and over).

  1. In your desktop, download Rescue Time.
  2. On your phone download Moments.
  3. If you’re an iPhone user, use Screen Time to get your analytics on how you use your phone. You may be shocked to know the average time spent per day is 4 to 6 hours!

3. Stop Consuming Time-Sucking Content

Be honest where your time is being spent on consuming content that is interesting (or not!) but totally unproductive.

  • If it’s social media, maybe just stop using Facebook on your phone. Let’s face it, it’s practically impossible to log onto Facebook and just do one thing anyway. You get distracted and get sucked into the vortex of scrolling through the timeline.
  • If you’re like me, and provide customer support through private Facebook Groups, be very strict on the times of the day and the amount of time you spend on Facebook so you don’t get distracted when you see a shiny squirrel.
  • If it’s Netflix,  stop logging on to Netflix every night and binge watching 3 episodes instead of the one episode you planned as your relaxation.

It just becomes so convenient to consume content that does nothing to move you closer to your goals.

Reframe: Treat content consumption and social media as a treat for after you have achieved your important work.

4. Stop One Thing and Say Goodbye to It. It’ll Be Worth It.

When you apply the 80/20 rule to programs, services, marketing strategies, daily activities, etc you may be faced with the option to make a tough call……completely stopping something you have “always” done.

Examples may be:

  • A time consuming, but not very profitable program or service.
  • It may be a marketing strategy that keeps you busy but doesn’t actually result in sales (hello, commenting for hours on social media).

An example for my business Wonderful Web Women

Quite a few years ago I had a membership program I sold for $47 a month.  When I brought in a new accountant, at our first meeting he asked me “What’s the story with this program? As a percentage of your revenue, it’s not the biggest one so why do you still have it ?”

The answer was “Because it was my first program” . The reality was, it was actually the greatest consumer of time in my business. I was over-delivering severely at that level. So I  cancelled it because someone externally could see what I was too close to see.

That’s when an interesting thing happened that resulted in replacing the revenue from that program with just one phone call.

On the day I closed the program I had an email from a woman who said she wanted to join the program but couldn’t see how to purchase. So I hopped on the phone with her to explain what happened to the program and see if I could help her in a different way. Instead of buying a $47 program she purchased a $10,000 program!

Years later we are still wonderful friends as she absolutely loved the help she got from working with me at a higher level. A win win for both of us…and affirmation closing the time consuming low priced program was a great idea.

For me, that’s a perfect example of how simply cancelling something can help unload and free you up to do the sales calls that allow you to sell higher price programs that you may not have had the time to do before.

That could be the 20% that you should be doing in your business to get the 80% of the results.

An example from James’ business

In James’ case, he used to have a website development business as part of his business portfolio. It wasn’t a massive contributor to his income and in fact, it took away working hours that could be used for more profitable things.

A lot of time involved customer support situations (because customers are always a 100x obsessed on how their website looks like than anything else!).

James ended up selling that business unit because it was draining his energy for not enough reward. It was the happiest day of his life and he redirected more energy into his higher level program which made all the difference.

It’s a good trade. Needing only one and a half clients in his silver circle program, James can do the same profit he could make from the website development programs.

5. Get the Right People to Get Quality Referrals

James shared how he has a number of industry celebrities in his high level coaching program. One referral from them is an unbelievable endorsement.

James experienced this as a wonderful surprise. Here’s his story, “this guy does $8 million a year and he came to me and he said, “Listen, I’ve just been to an event. I sat at a table and four of the five people were members of your top program”. And he was the fifth. “

There was no sales discussion. There wasn’t even a negotiation for the price! They just came to James because of his perfect customers who got him more perfect customers.

Maximise the word of mouth for your referrals.

Action Steps: What you can do this week

Here are some quick steps to working less and making more…

  1. Set a realistic goal. Be specific – include the number / duration / quality or quantity of your goal
  2. Compute your effective hourly rate.
  3. Use apps to track where your attention usually goes to.
  4. Improve your effective hourly rate
  5. Stop one thing and say goodbye to it. It’ll be worth it.
  6. Check out the Romance Your Tribe programs, designed to get you super clear on your uniqueness, suite of offers and launch your online course.
  7. Check out the no-brainer special offer we have created in partnership with the founders of 10xpro, the software we use and recommend to manage all your funnels… and more

A Special Message From Janet

Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to  and you chose to join me on Romance Your Tribe Radio.


I’m honoured and  grateful for your support.

If you enjoyed this week’s episode, I’d love for you to take a quick minute to share your thoughts with us and leave an honest review and rating for the show over on iTunes!

Read The Transcript Here

Janet Beckers:                   Hello and welcome everybody. Janet Beckers here with Romance Your Tribe Radio and really excited today because I’m interviewing, one of my mentors. Somebody who I’ve admired for years and who has helped me a lot in business, James Schramko.

James Schramko:             Hello Janet, how are you?

Janet Beckers:                   Okay, good, good. Now James, you, well, James is from super fast business and it was only a couple of weeks ago that you had your conference that I went down to in Sydney. So that you’ve done that about every year or every two years, haven’t you?

James Schramko:             Sometimes twice a year. Sometimes I skip a year about 10 actually 10 years to the day. Yeah. Yeah, I think we’ve done 14 or 15.

Janet Beckers:                   That’s, I mean, so the, the thing that I really liked about when I was at this event that you were running just a few weeks ago, there were two things really. One was, and I just some you up, one was the caliber of the people in the room were people who were doing stuff like, so they were people who’d been doing marketing. You’ve been building business. So for me that was fantastic. It was like my tribe. Um, but the other thing that I really loved about the event, and that is what draws me to you, James, is like this title. It’s very in Australian type of approach to business and life I think is this kind of like, you know, let’s just chill, you know, like it’s, we’ve got nobody here to impress were just peers that are doing stuff and let’s help each other and you know, here’s the simple way to do it. Like there’s none of this, um, I don’t know how to official sort of trying to put yourself up on a pedestal and that separation that a lot of times can come with people with your many years of experience. So, um, so everybody that’s listening here, you are kind of, you’ll probably see between James and I, this is kind of like, you know, the way that Australians do business. Um, that’s, uh, yeah, I think it’s quite unique. You kind of embody that one. I think James.

James Schramko:             Yeah. Well a few things go into that. I think one is, I’m not a perfectionist, so I don’t spend a lot of energy focusing on, uh, bells and whistles. And that sort of leads to the other thing is there’s absolutely no height.

Most people are attracted to my community, which is why the people there were great. They’re not there to be sold and razzled and dazzled and hyped up and whipped into a frenzy. They’re there because they want to be there. So even some of the things like having, uh, quite plain environment, they’re like, I don’t have trade bend or stoles. Um, we’re not doing big outrageous marketing campaigns. It’s all very low key. So we’ve kind of attracted people who just want, uh, they just want the raw direct on polished, on hyped version of what they can be out there. I mean, I don’t know about you, Janet. I’ve been to quite a few events where I’ve seen people do there car crash story and lots of crocodile tears and people are, I think they’re getting over that and I was never into it to start with. So I screen and filter very carefully. Anything that I’m putting towards my audience who I’ve worked really hard to build has to be filtered, checked. Uh, and, uh, I guess I’m curating the best experience I can even down to surveying my audience quite regularly so I know exactly what they need and then I build the best solutions I can for them rather than just guess.

Janet Beckers:                   Yeah. Yeah, that’s a great thing. I, I know years ago I used to, as part of my marketing, I was on that, that speaks circuits, you know, with the, um, the multi-speaker marketing’s has quite a few years ago, the Maldi speaker and I sometimes used to go, they always was like, I used to live in the newspaper in the middle of the road and I, my life was tough, you know, that whole stuff. And my bullshit meter used to just go off. So fears and, and I would just get up and, and said, look, let’s just get this stuff done. So yeah, it’s, um, a lot of people can just, yeah. Over that. So, um, so that’s, that’s the thing that I liked. So I noted day we’re just going to get, this is what works, you know. And so one of the reasons why I invited James along everyone, one was because apart from I love him, is your book your um, work less, make more, I mean, fading from that title just sums up your philosophy to business I think.

James Schramko:             Yeah. So even extends beyond business. I think it’s more of a lifestyle position. Now. I remember when I had a job and I went to see a conference from a, at the time, very successful real estate agent in Sydney who’d put on an Internet marketing conference. This was in the early nineties, so it was pretty new to Australia. And uh, I remember he was talking about doing certain things on certain days of the week and having the independence to not be in an office. And I thought this is really, yeah, this is really quite a game changer. This is the first time I became aware of the concept of lifestyle design. I don’t think he even used those words, but that you could actually step aside from the whole nine to five Monday to Friday thing that everyone does. You know, I remember polishing my shoes on Sunday night, resenting having to go into work in the morning, putting on my crisp white shirt, driving into with, you know, with everyone else that exact same time driving to work in an office.

 And I thought this is stupid. I don’t get it. There’s got to be another way. And that’s what sent me on this journey of the online world. And that definitely created a situation where you can create your own rules. And that’s what I wanted to do in this book was to share a lot of the things that I’ve learned with my kids. I’m pretty much writing it with my kids as a prime filter too, you know, so it’s not just for online marketers. I went to great pains to, um, you know, say out loud, any sort of terms that might be industry specific so that a regular person with, you know, a forklift driver or, uh, um, a tuck shop. Mom, anyone could read this book and relate to the core concepts of, some of them are so simple that we almost want to try and over complicate them.

Janet Beckers:                   Yeah. Yeah, she does. That is a really good point. Yeah. Sometimes if things are too simple and honestly, you know, 80 90% of what’s going to get you the results is pretty simple, straight forward stuff that there’s such a tendency to want to over complicate and that is, that’s been my default for too many years to human condition. It isn’t because she can go, oh, how can make that better? I can make that more exciting. I can be creative around that and it just ends up being, you know, that was just a waste of energy if I just stuck to what worked, you know, it’s almost like an evolution in business. That’s been my theme for the last 18 months is um, you know, addition by subtraction. Like how can I simplify everything? Um, which is why I really, really resonate with your particular topic. Now what we’re going to do as, as you can imagine, there’s a lot of topics that we can be covering with James and, but the thing that I really wanted to talk to you Jameson and that I really want to introduce you all to who you’re listening is the concept that’s really core to what you do, which is the e. H. R. So we’re going to investigate that and really pick your brain, James, about how people can do that. So first of all, what is this Ehr?

James Schramko:             It’s just a formula called effective hourly rate. Yeah. And it’s a simple way to know how much you’re earning Corolla. So most people were, the job would be able to tell you the alleyway age know if you’re working in a, at Mcdonald’s, maybe you earned $16 an hour, that’s your alleyway wage because you generally don’t have costs as an employee. So whatever you get paid, that’s what you earned. As a business owner, I’m willing to bet. Most business owners couldn’t tell you that effective hourly rate there haven’t actually worked out their wage. They might be able to tell you their revenue, but they probably haven’t actually sat down and calculated how many hours they work. And they almost certainly won’t know which products or services within business are worth more to them than others. And that’s where sort of a a bit of a clue as to where you might start to find more profit. Because if you were to take your revenue as a business owner and then you subtract all of your costs and there’s usually a lot for the business and it’s often half the revenue or even three quarters of it, depending on your business model or if you have a business like yours and mine, it might only be, you know, a quarter or less if you’re really doing it well and then you divide that net profit by how many hours you actually were to get to that number. That’s your effective hourly rate. Okay.

Janet Beckers:                   Yeah. Okay. So that’s, so in order to do this, like if people were going to go, right, I’m going to set myself a goal.

James Schramko:             Yeah.

Janet Beckers:                   Inside the next week.

James Schramko:             Um, is this something that you would measure over a week? Could we do, could we do it in a week or a little bit more? You can measure it right now. I’ll take you about five minutes to it. You can just simply work off last month’s revenue. Uh, you just think about or you know, depending what time of the texts. If you’ve just done your tax, you’ll know your annual survey. That’s another issue altogether. A lot of businesses are flying a little bit blind when it comes to their actual financials. But let’s assume we have a reasonable grasp without finances. You could take last month’s revenue and subtract last month’s costs and see what, what number that leaves and then divide by how many hours you worked in the month. And most people could, uh, have at least a guess. I’m guessing a lot of people listening to this would actually be working six or seven days a week, and they’re probably putting in a 10 hour days. It’s not, uh, you know, it’s not unusual for, for entrepreneurs to work a lot harder than when they actually had a job. Yeah, they might be working, they might be working eight hour days, 20 days a week as an absolute minimum. It could be a 160 hours, would it be?

Janet Beckers:                   So 8 hours a day for what? How many days per week? Is it 20 days a week?

James Schramko:             20 days in the month.

Janet Beckers:                   Oh, right, sorry. Yeah, yeah, yeah, yeah! Okay. So that’s good. So if we’re looking, so that’s one of the first things. If you haven’t been really calculating how many hours you’re working, do a reality check. Okay. And that’s also going to be including just checking, you know, a couple of times during the night, what’s been coming through the email, chipping on the social media as it relates to your business. Don’t forget that. Okay. Because there are tools that help help

James Schramko:             that too. You can install it all on your desktop called rescue time and you can install, I mean most iPhones come standard with a, an APP now. It’s called moments and it gives you insights as to how long you spend on the phone. And I’m going to tell you frightening one buys at halts the to be spending five or six hours a day on their phone a day. Oh, is that right?

Janet Beckers:                   Five or six hours. Is the average worse or better now?

James Schramko:             Yeah, it’s, it’s going to be frightening for most people. The easiest way to improve your effective hourly rate is to just stop using Facebook on your phone or to stop logging onto Netflix every night because it’s just become so convenient to consume that we can fall into and an activity habit. Oh, just, you know, I’ll get to the work later. I’m just going to watch this game of Thrones, so I’m just going to check out Facebook now. You cannot log onto Facebook and just do one thing anyway. You’ll get distracted and sucked into the vortex of social media. Yeah. So those are sort of activities that I would regard as a trait. That’d be something good to do once you’ve earned it with some work. Yeah. Especially towards the end of the day when you don’t have as much. Brian our, uh, it’s a good to do the lighter activities and load your front end of your day when you’ve got the most reserves for the heavy work.

Janet Beckers:                   Yeah, good point. So we, if we’re looking at, um, because a lot of it does come down to that discipline and being aware of what you’re doing and that first thing starts with the measuring. So like if you’ve got, this is my effective hourly rate now what is it that I’m going to change and then come back and actually measure it. Because if you’re going to measure it and then record it to see what’s happening, that’s where it’s like when you’re losing weight, you know, you, you know, if you’re going to measure, you know, you’ll actually have that inspiration to keep on going is the, is the really good thing. Now there was, the other thing that you mentioned about was you’re effective valley, right? For particular products and services that you may be providing and other sorts of activities as well. So what’s, what’s been your findings with the people who you work with, James around that, around, you know, what’s, what’s a pretty common thing for people to find when they do that and then what can they do to make it so it’s more effective?

James Schramko:             Oh, it’s really common that people first calculate the effective hourly, right? And then burst into tears. It could be like $7 an hour or something. They like, they would literally be better off to go and get a job at Mcdonald’s then to work on this particular product. So some, the other thing I’ve found is almost always one or two of your products or services will be far more profitable than the other ones. Some of them are barely worth doing. In fact, if you just stopped doing those and redirected the same time, so the higher profit activities, then you would instantly make more money and work less. So. So it’s, it’s definitely, um, a shortcut to that. I know with my business I have two primary business, um, products and I’m easily able to benchmark them with each other. I can see how long I spend on each one and how much I’m make with each one. And I constantly use them to compete with each other so that I’m able to, um, I guess it’s like owning coke and Pepsi. Uh, you can, we can try and, uh, you know, have that battle in benchmark off yourself.

Janet Beckers:                   Yeah. Right on that point about sometimes just stopping something is actually gonna make you so much more productive because that happened to me quite a few years ago in wonderful web women. I had a membership that was 47 a month and if people had purchased it, you know, in, in different circumstances, they may have got a $37 a month, um, offer. And it was the one that was my bench, you know, my, my core one that I started with, but then I started offering higher level programs and really became, there was, was one thing that happened where I thought, you know what, I’ve got a new accountant actually, and he started meeting with many went, what’s the story with this program? Like, why, you know as a percentage of your revenue, that one there is, you know, not the biggest one. Why have you still got it? And it was like what?

That’s where I started. That was my baby people wanted, um, so I was over delivering severely over delivering at that level. But the really interesting thing is when I decided to cancel it and that was because I had somebody externally just asking those questions are really interesting thing happened, which just shows exactly how that revenue from the whole program was replaced in one phone call after I did that because I, I took away the pay button on the sales page and removed it from the navigation, but we hadn’t actually removed the page. And then I got, as we were doing this, I got an email from somebody saying, oh, you know, I’ve, I’ve got the special offer that was in an autoresponder but I can’t find the buy now button. So I emailed him and went all, you’ve actually caught us with our pants down.

Look how about I hop on the phone with you, I’ll explain what’s happening and I’ll just find out what help you need. So she wanted to buy a $37 a month program on that call. Um, she bought a $10,000 program and so she would have been happy with the 37 and so for me that was like an a perfect example of what you’re saying if simply by canceling something that’s using up a lot of your time can even be freeing you up to do the sales calls that allow you to sell into a higher price programs that you may not have had the time to do before. So

James Schramko:             literally swapping hours, swapping out a low effective hourly rate. Now for high effective, I mean I used to have a website development business and it didn’t represent, a big part of my portfolio was low six figures per year revenue and the cost branded about a 50% profit margin. So it wasn’t a massive contributor to my income, but it did take a amount of my time having to get involved in customer support situations because website development is one of those things where customers always about a hundred times more obsessed about how their website looks than anything else, whether it’s coded well or works in any browser, that’s like all secondary, whether it ranks well, it all came down to what it looks like and it’s so subjective. And I ended up really disliking this business unit. It was draining my energy for not enough reward. So I sold that business and it was one of the happiest days of my life and I redirected that energy into my higher level program. And uh, it, it just made such a difference. I actually only need one and a half clients in my silver circle program to make the same profit that I could make from my website development program. And the time I spend with one and a half clients, um, is not as long as it as I used to spend thinking about or being concerned about my website development pieces. So it’s a

Janet Beckers:                   Right. That’s fantastic. So for everybody that’s listening, that’s my challenge to you is this week. So we’ve got, you’re looking at how many hours you’ve been working so that you can then look at your profit, workout, your Ehr, and then also, you know, making those tough decisions. Like, you know, I, you’re holding onto something because it’s the way you’ve always done or you think that’s what people want or other people are doing it. Like you’d be really honest with yourself and you know, just say goodbye. It’s incredibly, um, you know, it’s just liberating to be able to do that. Now there was one other thing I really want to talk to you about, James, that you cover in your book and that’s the concept of the four percents, um, when it comes to Ehr. So can you just run us through that?

James Schramko:             So this comes from the Pareto principle, which stems from Walfredo, um, Paredo who was a economist and he discovered that most of the wealth was held by a small percentage of the population. So it’s also called the 80 20 rule. And when I was reading books from Richard Koch and Perry Marshall, it mentions that that rule is fractal. It’s actually a power law. It’s a fancy way of saying that you can apply it to itself. So I, I 80, 20, the 80 20 in what I came up with was the fact that 4% of your inputs, uh, I most likely generating 64% of your results. Now this is a rule of some, right? Some people take me up on this, on social media has had a great discussion about this in the last few days actually because I saw that quote and they wanted to argue it. Then I look up Wikipedia parado principle and there sure enough, someone’s done the mathematical extraction through the 64 four and they’ve found the same thing, that it actually applies out to a global wealth distribution, global global economics.

It actually holds pretty true when you apply it to a real world environment. So it’s not gonna work for everything. But the main point of this is that not all things equal. And that’s really what we’ve just been discussing. It is crazy to treat everything as equal. Not all activities are equal. Not all customers are equal. Not all products or services in your business. Uh, equal, uh, the, I think Lombardi said something along the lines of there’s nothing so on equal is to, um, on equals as equals. So basically you have to realize that some things are just far more important. It’s kind of like our wardrobe. I bet you were some tee shirts or some, uh, shoes, far more than the other ones in the wardrobe. Like occasion. I found a suit in my cupboard here that I have not worn for over 10 years. It’s, it’s, I had it when I had a job, so if you were to count that in my wardrobe versus a tee shirt, which I wear a lot, um, it’s more like a one 99. Like, it’s like, yeah, I would wear that. Yeah. The t shirt 99% of the time and then assert, uh, you know, less than 1% of the time. Same with, with, you know, it just applies across a lot. Even if you have kids, probably like one of them a little more than the others.

There’ll be a Annette. Yeah. Just don’t tell him which one and keep them guessing.

Yeah, it applies to jewelry and all sorts of things. So I think this is a good thing to know because people tend to just sort of average things out and go along and uh, treat things equally. So my real, the somebody that is, we would want to ask ourselves, which one of our products or services is the one I should be spending a lot more time and energy with, which one of our team members is the real asset that I can leverage my business more? Which segment of my customers are responsible for making most of my, my income. Because there will be a subset somewhere there that if you just spend more time on, we’ll get you a huge reward. In fact, if you just stop doing a huge chunk of, of what you’re doing now, like a lot of it, you’ll still get almost the same results, which is, that’s just the mind like thing about it.

Janet Beckers:                   Yeah. Yeah. And I guess that’s where it comes down to the skill, doesn’t it? There’s that one side where it’s great to have somebody else like you who, you know, has seen enough of other people’s businesses to be able to go, look, I’m pretty sure this is the one that’s going to be, you know, you can pitch this. Um, but also that thing that we, you know, we came back to at the beginning is, you know, unless you actually know like where is the revenue coming from, where is my least amount of in time span for my, you know, effective hourly rate. And then even narrowing it down further. Like, you know, I know that, and like you James, you know, my VIP clients actually take less work than, um, than the people who pay me less money and so, and gives me more joy.

So that’s a real positive. But it’s even looking within say that revenue stream of, okay, what of these ones, which are the ones that you know, give you the most joy or, um, cause I always also like to measure in terms of like, you know, you my affective hourly joy I suppose, um, is, you know, really taking that extra look and you know, that’s, that’s actually a really, there’s something that I haven’t done is, um, is measured that about, you know, is there something that’s common to the ones that get the results the fastest, um, or you know, that you can get the results with it being so stress free. So that’s, um, that’s a challenge for me is, is having a look for that as well. Um,

James Schramko:             that’s something I’ve definitely done. I did up a grid and I scored all of my highest level customers. Right. And you know, I measured them on how much I enjoy working with them, how much of an impact I can have for their business. Uh, I measure if, if they have an impact on my business. So I have quite a few celebrity people who I coach now and just one referral from them is, you know, it’s an unbelievable endorsement when you get really famous people recommending me. I, I’ve had a couple of members. In fact, most people come in at the top end for me a word of mouth referrals and in some cases, one guy, this guy does $8 million a year and he came to me and he said, listen, I’ve just been to an event. I sat at a table and four of the five people, and he was the fifth.

What’s this? This, they all said, your name is the guy who can help me the most. So here I am like, what? What’s the next step? There was no sales discussion. There was not even a price discussion. They just came to me hot because of my perfect customers who get me more perfect customers. So what you do is as soon as you identify a customer that’s not within that range, that’s not making you excited, that’s not getting great results, then you adjust your filters so that you don’t get more of those because they’re going to chew up more bandwidth and your profitability starts to road. So it’s very interesting thing. And um, certainly within your products it’s always good to see how can I adjust this effective hourly rate. So I’ve just had a reconfiguration for one of my other products where I’ve changed the way that I sell it, uh, as in particular the price points and the access levels because I’ve found I can build a lot more scale with the new way, which will actually increase my effective hourly rate. So I still want to spend the same amount of time on this product, but I’d like to make more per hour than I do spend on it.

Janet Beckers:                   Yeah, that’s brilliant. Yeah. So, and that’s the nice thing is it’s all, yeah, it’s not as if it’s something I’ve done at once and I’ve nailed it. So you’re just demonstrating, okay, well I can keep on applying this to my own business, which is brilliant.

James Schramko:              And the sixty-four-four, for a simple way to think of that is imagine if one of my clients has a great business idea and they ask five people. I might ask their mom, they might ask their friend from school, they might ask someone on the street they’ve just met, they might share it with an Uber driver and then they might ask me, me, right? So one, you know, one of those people, it’s probably going to have significantly better advice for that person if it is in, if it’s within my range of skill set and my data catchment, considering I’ve coached now well over 2000 people over the last decade and have generated an enormous amount of success stories. If this person’s idea fits within something I’ve already seen. And I know exactly. In fact, I had a great example today. One guy came to me with this amazing opportunity.

Uh, he explained it all to me. He told me one of his hesitations and I just said to him like, who can I tell you something in confidence? And he said, yes. I said, this guy has been, um, he’s been arrested for fraud in the past, so I would not take the opportunity. And he said, thank you. So that means the, the, the advice, uh, is so powerful compared to the average. So you can’t just take that five people’s advice and then average it out. That’s what most people tend to do. Yeah. All right. Look, look for it. If you don’t find an unequal distribution, then there’s something not quite right.

Janet Beckers:                   Good point. Good point. Yeah. So if you’re going to be taking all those, all that different advice, you, if you’re getting the same advice coming from everybody, you’re the, you’re asking the wrong people. You’re like, who, who?

James Schramko:             Like the other day I service my car and on the way back, the van driver gave me a list and he was giving a, he was saying how he’s, he, he doesn’t have a vote. It’s not, you know, there’s nothing you can do to change the politicians. And he was giving me investment advice and then I’m thinking to myself, this guy’s driving the van from the local service center. Would I take his investment advice over my investment friend who has a proven track record who’s been doing it his whole life and has generated success stories for all of his peer group? Who am I going to, you know, where do they position on the scale of how much weight I put in them and I can tell you they’d be very different.

Janet Beckers:                   Yeah. Yeah. And you know that that that might sound okay. Well that’s, you know, people can go, oh yeah, I get that one. That’s an obvious one. But look at the question I want people here to ask yourself is you may have sought out advice. You may have purchased a program to be able to learn to do something. You may have invested in coaching and mentoring. Are you then taking the advice? Because I see this a lot where people will go, okay, this is what I’ve got to do. And then they either do, looping back to what we said at the beginning with, I’ll go, well, that’s not sexy enough, or it’s too simple. I’m going to, you know, I can do more exciting than that. And so they’ll ignore the advice that works and then go on and make it more complicated than they need to. Or they’ll get the thing and I’ll be going, right, this is just about right. And I’m not even set everything up. And it’s up to that point now of, okay, now I’ve got to drive the traffic. I’ve got to sell this baby. And they will then start taking advice from everybody else around them and just leave it and start something.

James Schramko:             I’ve had, I’ve had clients ask for advice and the next day I see them on Facebook asking Facebook and then I think we’ll, they don’t understand the, um, the preto principle. You can’t, you can’t just take that advice and treated all equally. It would be a mistake.

Janet Beckers:                   Yeah. So I think the important takeaway from there, if we do a bit of a roundup now, so when it comes to that Purina principle that applies to a few things. So it’s going to apply to you know, the best customers that you, that you get aggressive, the best results with the most joy, the most money from within whatever you’re offering, that has the least amount of work in order for you to get you results. So the best effective hourly rate. So if you’re looking at that, then when you’re building the business is also carrying that over into where do you get your advice from. So, you know, make sure that you’re seeking out, you know, the 4% that is going to be able to give you the right advice and then just do it. And then also going back to, you know, you can measure your effective hourly rate now.

And that’s my challenge to everybody that is listening here is you know what? I’m watching you to go now I want you to work out, you know, what was the difference between your revenue and expenses in the last year? Well, the last month in the last year outside and then divide it by 12 and then also look really, really honestly at how much time has gone into that. So you at least you’re measuring what your effective hourly rate and then after you have a big cry, um, if you come back to here, if you’re watching this on, you know, here on the blog post, if your, wherever you’re watching this common and let us know what it is that you’re going to do first to change your effective hourly rate, are you going to be dropping something? Are you going to be doing, as James said, and you’re going to be stunned to remove these apps from your phone so you don’t get distracted them as a reward.

Um, that’s what I really want to hear from you because for James and I, that’s one of the most rewarding things you can do is the time we’ve spent today. If you can come, don’t find James Anyway, you’ve got to go and find him on super fast you’ve got to go and find him on social media and just give him some feedback and come unto me as well feedback. Like what was your Aha today and what is it that you are going to do first that’s going to increase your effective hourly rate. That would be, um, a gift for us cause we know that you’re gonna take action. That’s why we’re doing this stuff. Um, so any final points, James, for people that’s going to help them to work less and make more? Just see, I have to say that then because you know, I think you’ve got it.

James Schramko:             Everything I talk about that in chapter nine I think would just question why you’re doing the things you’re doing and be open minded to making some adjustments. Swapping out some, um, bad stuff, bringing in some good stuff and you’ll find that a, you can really make a huge difference to your earning capacity if you’re open minded to listen. And once you get a higher effective hourly rates, like for example, if you’re making over a thousand dollars an hour, then your work becomes really quite joyful. And, uh, you don’t feel like you have to work all the time because just they’ve been doing a few hours a day is enough to have a really decent income.

Janet Beckers:                   Yeah, the guy that’s the benchmark babies thousand dollars an hour. So thank you so much, James. I really, I just love any kind of wisdom that you, um, that you share and I always feel, um, are you guys feeling this too? Just listening or watching this? Like I always just had this feeling after I’ve talked to James and it’s okay. Like this is not too hard. You know, this is all right. I’ve got this. So I hope you’re taking that vibe away today and just take that into everything that you’re going to do into your business as well. So thank you James, and um, and thank you everybody for taking the time today. Bye!

When You Get ZERO Sales From Your Launch

When You Get ZERO Sales From Your Launch

In this week’s episode of Romance Your Tribe Radio I share a behind-the-scenes story you rarely hear from online business owners. Yet I bet every successful person has at least one story that is almost identical.

This is the opposite of the story you hear so much. You know, the “how I made 6 (or 7) figures in my launch” story that it seems everyone except you has.

This is the “how I made ZERO sales in my launch” story!

I share transparently how the program I poured my heart and soul into, and spent tens of thousands of dollars to prepare, totally bombed out of the gate.

I share why it flopped, how I identified what went wrong, what I changed, what I changed again, and the increase in numbers at each step.

I share the mindset challenges you will face when this happens to you. Notice I said WHEN, not IF? Face it, when you step up and take risks, there will always be lows to make the highs so much better.

I also demonstrate how, if I had given up with the first failure, this program would not have gone on to make me hundreds of thousands of front and back-end dollars and will continue to do so.

In this behind-the-scenes episode I share:

  1. What actually IS a launch
  2. What to do immediately when your launch fails (self-pity features high here)
  3. How to switch your mindset around
  4. Details on what a zero sales launch looks like
  5. How I identified what went wrong
  6. The changes I made to my marketing that made all the difference (hint: I did NOT change the sales page, offer or price)
  7. The experiments I did to continually increase the sales I made of the program…and hugely impacted people’s lives.

You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below. Never miss an episode. Click here for all the ways you can subscribe.

The 6 Stages To Transform a Failed Launch To a 6 Figure Launch

Before we dive into the case study of a failed launch and the transformation to 6 figure sales, let’s cover some basics first.

Here are some definitions to begin with…

What is a Launch?

There’s a lot of definitions, but simply put, a launch is just announcing you have a new program or new service, a new website or even your new business!

What does a launch look like? 

A launch can take many shapes and forms.

Here’s a few launch formats:

  • Sending emails out to people
  • Running webinars
  • Doing a big event
  • The launch formula of three videos, emails and open and close cart.
  • Running a 5 day challenge then selling the product

Have you tried doing any of these? There are so many ways to be right. Below I’ll  explain to you the different ones I tried in this specific launch example, what worked and what didn’t.

Stage 1: The Launch With ZERO Sales

The Product Overview

In November 2017 I announced the launch of a brand new program called Cool Cats Video Marketing Academy.

This program brought together the expertise I developed from producing a top ranking video podcast for over 4 years, training hundreds of students to launch their own podcast comprised of 3 minute videos, and successfully selling and delivering 2 small group VIP workshops on video creation and marketing, run with a business friend.

Creating The Program

I took everything I had already used to get results for my clients and created an online training program with step by step videos, worksheets and templates.

I commissioned a friend to also create content.

Because I hadn’t yet decided to close Wonderful Web Women I chose to create an entire new brand for this program, as I knew the market was much larger than my client base at the time. So that meant new website, new branding, new membership platform, new marketing.

In hind-sight, this separation of brands just complicated things.

The important thing: I knew the program was top quality, got results and I had a proven demand as I had already sold versions of the product online and offline.

The Launch Structure. Stage 1

I did not want to do a live launch and so designed an always-there, or evergreen, marketing and sales structure online.

The sales funnel set up was:

  1. A fantastic ebook on 33 ways to repurpose a 3 minute video. People opted in to get the book.
  2. A one-time offer for $7 (if I remember correctly) which gave a masterclass walk through of the strategies in the workbook.
  3. An upsell to people who purchased the offer, to buy the $1000 program with a 12 x $97 payment plan that is not offered anywhere else.

I invested $7,000 with a copywriter to do the sales letter and emails as I was busy (he did a great job) and then I was ready to rake in the cash (not).

With the creation of the new site and brand, and opportunity cost of the time my team and I spent on preparing the new course, I really needed to make about $30,000 in sales to break even.

The Launch Results

I was all excited and everything was ready to go, hit, and send an email out to my list and to social media. People started coming in and they loved the opt-in.

Quite a few people were buying the $7  special but absolutely ZERO sales of the program I was launching.

It was just heartbreaking.

Stage 2: What To Do IMMEDIATELY After a Failed Launch

Acknowledge the feeling and move forward

I allowed myself to wallow in self pity for a while. That’s the first step. I gave myself about an hour to wallow in self pity and the next thing to do is to flip the situation and see it as an opportunity to learn.

Change the perspective and get moving

Know that this is a great opportunity. You need to make it up to yourself a bit. This is an opportunity to learn. So that’s a flip around in your mentality. Not an easy flip to do, but consciously take the time to look for where the lessons are and what can you celebrate. Once you’ve done that, then the next thing that we’re going to do is, I want you to have a look at what DID work.

What things did work really, really well.

Identify What DID Work

Even if your launch didn’t work out based on your objective, there are going to be certain things that did work really well. For example, it might be that in this case, people liked the opt-in or the gift that I was giving – which was to take one video and turn it into 32 different pieces of content. I also had people who were mailing me saying that they love my logo, they love my colors and that was a good thing! Remember, I launched a new product.

Ask and receive feedback

This is something I find most people avoid doing when something they geos wrong.

They don’t want to ask people WHY they didn’t buy because they truly don’t want to face the answers!

I get that.

But the most important thing you can do is to formally ask people, “why didn’t you buy?”

The easiest way to do this is ask the people who opted in to get your freebie but they haven’t purchased the program. You can send out an email to them with a link to an anonymous survey saying, “hey, was it me? What was wrong? Was it something that I did? Did I do something wrong or what else was it? Why didn’t you buy?”

That sounds kind of crazy. That’s actually the wording you should use. And, people will reply say no, no, no, no, it’s not you. It was this or that.

That’s how I was able to identify where I had gone wrong.

Stage 3: What I Identified I Did Wrong

Mistake #1:

I had made the sales funnel structure too clever!

I had too many points in between people showing interest by opting in to get my gift, and seeing the offer. So a lot of people never really got to see the sales page for the main program if they didn’t purchase the cheap one first.

So keep it simple!

Mistake #2:

Because I surveyed the non-buyers (ummm, that’s everyone) I discovered people were saying, “oh, this all sounds really, really good, but I’m just too scared to make a video yet.”

They couldn’t even think about re-purposing a video into 32 pieces of content, when the very idea of creating that first video was so intimidating. That was the Aha! moment.

The Biggest Take-Away That Changed Everything

The question you always need to ask yourself is “ are you really addressing the real problem that people have?”

They may have an aspiration of creating fantastic video content that goes out everywhere all the time without them having to be flat out. Always creating may be the aspiration, but if you’re not addressing the actual problem, then they’re not even going to be able to take up the aspiration.

In my case, the problem was they couldn’t even imagine where to start and what they would say anyway in the videos. That for me was a really important lesson in that first occasion.

Go Easy On Yourself: Identifying the REAL problem sounds so obvious but it is not always as obvious to you as you may think. I had been running a successful online business for 10 years by this stage, and had successful launches under my belt and I STILL made this mistake on this launch.

Stage 4: Be resilient. Try again and implement

It’s really, really easy to just give up on the product and focus on  something completely different.

I could easily have done this with the Video Marketing Academy.

But instead I thought, well, I know that people need this program. I know that I can get results for people, because people have come along to workshops with me, so let’s see if I can have another go. I’m going to simplify things and I’m going to really make sure that I address that core problem.

New Message, Simpler Format

By this stage it was getting close to Christmas time. I was determined to have another go at launching the program before Christmas.

I decided to simplify the whole process and simply run a live webinar. I had run webinars many times and was confident I could do this simply.

So I promoted the date of the webinar for 1 week to my mailing list, ran the webinar with a focus on how to create your videos with a 7 step script,  and made an offer during the webinar. I set a deadline for the offer for 1 week and followed up with emails using the 4 buyer types I teach my clients in The Attract Your Tribe Programs.

Now I’m fortunate (well, I worked hard for it!)  that I already have a database that I could go out to. That’s what I did. I just sent an invitation.

I ran the webinar, and this time when I ran the webinar I focused a lot on showing them how simple it was to create a video and running them through the kind of things that they could talk about, the script, really talking about how to make it easy, and debunked the whole technology thing.

I just showed them. How do you use your phone for this? Let’s get your phone and just make a simple video. I challenged them to go and make one and share it with me. So that’s the simple Number One tweak. I ran the webinar and I just got it done.

The result?

From zero sales the first time to 20 sales the second time.

Stage 5: Experiment and Try Again

Marketing is a beautiful mix of psychology and maths. Nothing is 100% predictable so treat marketing with a sense of curiosity and experimentation.

So I thought, let’s see what will happen if I actually do the full on launch where I’ll have the 3 videos and some affiliates. I just wanted to really test it out on my own market.

I also thought about what happens if I do it that way and if I can get people to actually create videos as part of me running the launch, doing it live.

So that’s what I did! It took a lot more work to set up.

The format:

  1. An optin page promising awesome free video marketing workshop with scripts, training and workbooks.
  2. 3 training videos and workbooks that covered confidence, creating your first video, how to be seen everywhere, how to create 3 months of videos in half a day.
  3. A competition that inspired people to create and share a 1 minute video (the topic was all about them of course).
  4. The cart to purchase was only open for 1 week.
  5. Stacks of emails and a lot more moving pieces

The result?

$45,000 in sales and just under $100,000 of upsells into VIP coaching.

Stage 6: Rinse and Repeat

Since then I have done a completely new rebrand of my business. Wonderful Web Women and Cool Cats Video Marketing Academy have all been simplified under the Romance Your Tribe Program.

The new program, Attract Your Tribe With Video,  will be released later this year, with all new updates to reflect the huge changes in video in the last year.

You can be sure, when it launches again, the launch process will be simple and incorporate all lessons learned from an initial launch of $zero through to a 6 figure program.

Don’t give up

If I had stopped at zero sales, I would never have gone on to make 6 figures from clients that came through that one program.

I know what it’s like to invest thousands of hours, dollars and emotion into the creation of a business, program and launch, only to have it flop.

It’s heart-breaking and most people simply don’t recover from that.

But hey, that’s what makes business such a powerful personal development tool!

If you don’t have the lows and lessons, you’ll never see the highs for just how wonderful they are.

If you don’t give up, you can turn it around. You can do it baby!

Action Steps: What you can do this week

Remember these things when you encounter having zero sales from your launch.

  1. Identify what the problem is. It may be about the numbers, your messaging or anything that you can find out once you ask for feedback.
  2. Look at the numbers all the way. Check out those who landed on the page, your joint venture partners, frequency of your email list, and many more!
  3. Don’t assume. Just because the people didn’t buy the product, they didn’t like the offer. Often, there are just some blocks that they encounter to getting their feedback.
  4. Ask for feedback. That’s why you need to ask them. Send them a quick survey.
  5. Focus on where the gap is (based on the data). Every launch has a unique challenge. Identify yours with objectivity.
  6. Approach this with curiosity, improve from there, experiment. Try different marketing strategies! Never be afraid to explore.
  7. Get results. From zero sales to at least a 6-figure dollar sales, get ready to take this on a new level.
  8. Check out the Romance Your Tribe programs, designed to get you super clear on your uniqueness, suite of offers and launch your online course.
  9. Check out the no-brainer special offer we have created in partnership with the founders of 10xpro, the software we use and recommend to manage all your funnels… and more

A Special Message From Janet

Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to  and you chose to join me on Romance Your Tribe Radio.


I’m honoured and  grateful for your support.

If you enjoyed this week’s episode, I’d love for you to take a quick minute to share your thoughts with us and leave an honest review and rating for the show over on iTunes!

Read The Transcript Here

Hello and welcome! Janet Beckers here. Well, today’s topic, I’m going to be sharing a couple of embarrassing stories. Um, but I’m doing that in the way that I hope that it helps you because we’re going to be talking about when you do a launch and it totally, totally flops, like what do you do? How do you know, why did it flop? Do you give in, do you start all over again? What do you do? And I think a lot of times you hear so many stories of people having these outrageously successful launches that if you don’t come out of the gate with a six figure launch or a multimillion dollar launch, you feel like you failed. Yet. The reality is that most times when things launched, they just don’t go that well when you first started. Um, and then when they do start to pick up, it’s not necessarily this huge thing out of the gates.

It may be a smaller trickle. So I wanted to give you a little bit of a reality check on, you know, what can happen and what does that look like when you don’t give up? And then if the same thing happens to you, what is the process that you can follow to uncover why? Why did it fail and threw out all of this, including the process of what to do. I’m going to be really transparent with you on a launch that I did that totally flopped. And then I tweaked and did it again and then I tweaked and did it again and tweak and did it again. And so I’ll share with you the difference that it made. And then also, um, you know, what were the, what were the things that I discovered that I had to change? So let’s get stuck into it.

So the, if you’ve never run a launch and by, well first of all, let’s define what a launch is because it can mean so many things for so many people are large can simply mean that you are just announcing that you have got a new program or a new service, or it’s your new website, you know, your new business. Or it could be a totally new program that you’re putting out. Or it could be one that you’ve sold before and you’re going to be putting it out now. What does the launch look like? Well, it could be a simple matter of sending emails out to people. It can be, um, running webinars. It could be, um, doing a big event. It, it could be doing the, you know, the classic sort of, um, Jeff Walker, uh, process of the three videos and the emails and everything in the, on the open card and the shut card.

It could be running a five day challenge and then selling it could be running a webinar and selling. So at a launch does not have to have a particular format in order to be considered a launch. There are so many ways to be right. And as you all see, I’m going to explain to you the different ones that I trialed and what worked and what didn’t. So there are all launches all done in different ways. So that’s number one. That’s what a launch is. And a launch can go from being a very short lead up or what’s called a runway. Um, very short lead up to it. Like, you know, I’m just going to get this out there next week to other ones where I’m like these big really big launches that make multimillions they are starting to plan and prepare and put material out a year in advance.

So you know, it can be that short thing. Let’s get this out there or it can be really quite long. So, um, that’s what a lot, that’s what I’m meaning when I’m talking about a launch. So if you’ve run a launch of any type before, I’ll be really interested to hear from you as I’m sharing these stories. Um, and I’m also, you know, if you’ve never run one before and the idea of it just totally overwhelms you, hopefully today we’ll give you a little bit of a reality check and take away some of this mystery for you. Now, over the years, I mean, I’ve been doing online business now for, gee, it must be now. I kind of lost track. I must be about 15 years now. So it might even be more. So anyway, it’s been quite awhile. Um, you know, in different businesses, different programs.

I’ve launched a lot of different things over that time. But what I’m going to do here is I’m just going to share one particular product and the launch, because when I first launched this program, I made zero sales. So I’m going to share with you what the product was, why I made zero sales, and then what did I do to end up making itself maybe six figures. So that’s why I’m going to choose this particular one as a, um, as a case study for you. So being totally transparent, I don’t normally really share this in much detail, but you know what, I just want to take the mystery out of this whole thing of everything should work perfectly straight away. Um, and really one of the, I think one, one of the biggest attributes that you can have as a business person that is going to mean that you become successful and that your business helps you to achieve whatever it is that you’re sitting out with.

However you’re defining success. You know, I just want to get rid of that whole myth that it happens really quickly and you know, so one of those big, those are the, the main thing that you can have is to have that resilience and that persistence. So this is a demonstration on resilience for you. Okay. So I’m just going to flick over if you see my eye, if you’re watching this on video, um, and using my eyes going down, it’s because I’ve got notes cause I don’t want to make sure, I want to make sure I don’t forget anything here for you. So let’s have a look. You know, so the, the program that I’m going to be using as the case study for this is for my, um, my program called cool cats video marketing academy. Now, cool cats video marketing academy evolved because I used to have a program called [inaudible] TV where I taught people how to, how to create a, a podcast, a video podcast using three minute videos and, and what the success was that you can change and how to do that.

So had great success with that and, um, wonderful clients going through it. Now, over time I thought, you know what? People kept on asking other questions around videos. So I thought, you know what? I can do this a little bit better. I’m going to do more. So as part of that, I ran, um, with uh, with a friend. We ran a series of two day workshops on video, on video marketing. And so as part of that, we really got people comfortable on video. Um, you know, I, I taught a lot around content and structuring your content strategies, how do they milk it for all its worth and get seen everywhere. So from being confident on, on the, on the, um, camera to all the technology to the end, you know, the ultimate in of having this beautiful content creation machine. Now we ran these workshops, people paid thousands of dollars to go to each of these and we, and they sold, they sold really well and people got great results.

So I knew that the content that I was creating, not only did people want it because people had paid to go along to these workshops. I think they were paying $3,000, I can’t quite remember. It was about three grand to be able to come along to these workshops and they got results. So I knew that the content worked. I had some great testimonials, so I knew that the program was good, so I knew that it should sell on line. So then I created what we were doing in the workshops and I turned it, did all the preparation and created an online program now then it was ready to launch. Pretty exciting stuff. So for the very first launch, I decided to be super duper clever in the way that I was doing it. And so I use the format where I had a fantastic Optum that people were attracted to when they got there.

I had a onetime offer, which was quite cheap, which was the masterclass explaining how to use the, um, you know, the workbook that I’d given them. And then I had on the back of that, that they could purchase the thousand dollar program. Now I knew that people wouldn’t go straight from buying a really cheap opt in to buying $1,000 program. So I had a 12 month, um, 12 part $97 a month selling, uh, you know, payment plan. As part of that. Now I have, I’ve launched numerous things before. This is not a new thing for me to do and I thought, you know, this is the system that’s going to where it’ll be working the easiest and that way it can be a nice little evergreen money, you know, just ticking over for me. Now, the thing with this was I, I didn’t want to do all the copywriting myself.

I was pretty busy at the time. So before I even launched, I had invested, I think it was close to about $7,000 with a copywriter getting them to help me with the emails and the sales letter. Um, I had, my team had been really flat out because I created a whole new brand website, everything on it, mainly because at the time my wonderful web women brand wasn’t congruent. Um, that cool cats programs website has now canceled and we’ve moved everything over into interim tribe. Um, but that, so there was a, there was a big outlay that we had already spent with my team working on that. So there had been a few months of them creating everything, plus my sweat equity of creating all the programs. So really, you know, in order for me to walk, break an even, I really needed to be making about $30,000.

So all excited, everything ready to go, hit, go and sent an email out to my list and send it out to social media. People started coming in, they loved the Optum. Quite a few people were buying the, I think it was like seven or $8, you know, the special onetime offer to find out what people were interested in and interested in enough to pay something that worked pretty good. But when it came to actually sign the thousand dollar program, I had zero sales at zero. And you can just imagine how heartbreaking that was. It was really, really heartbreaking. So this is step number one. When something goes wrong, when your launch fails, what are the first steps that you need to do? So the first step is, you know what? Allow yourself to wallow in self pity for awhile. Okay? It’s all right. So, but don’t, don’t talk for too long.

I think I gave myself about an hour to wallow in self pity. And then the next thing that you need to do is to flip it around and celebrate and go, you know what? This is a great opportunity. You might have to kind of make it up to yourself a bit. This is a great opportunity because you know what? I am going to never be in a situation again. And if I do purchase for myself in anything similar, I know I can get through it. So you know what? This is a great opportunity to learn. So that’s a flip around in your mentality. Not An easy flip to do, but consciously take the time to look for where the lessons, what can you celebrate. And then the next thing that we’re going to do is once you’ve debt done that, I want you to have a look at what did work, what things did work really, really well.

Because there’s always going to be in something. If it’s didn’t meet your objectives, there are going to be certain things that did work really well. For example, it might be that in this case, people quite like the Optin, the gift that I was giving, which I think it was something like, you know, how to, you know, take one video and turn it into 32 different pieces of content, something like that. Um, you know, people really quite liked that so I could go, Yep. That like that went really well. Um, I also had people who were mailing me going, oh my God, I love your logo. I love your colors. I love the way that the site looks. It just feels so cool. It’s really groovy. So that was a good thing. And I also had people emailing me going that they were interested in learning about video but then won’t buying.

So there were some things that were working. So I, if something like this happens for you, don’t just go on and think, all right, I’ve got to throw out the lot. Cherry pick and think. You know what, what things did work and why did they work? What can I keep out of that? That worked really well. So that’s number one. Okay, so now let’s move over and we’re going to have a look at what do you do next when things go wrong. So the first thing that I did is I thought, you know what? I’m going to ask people. So this is one of the things that you need to do is find out, ask people you know, why didn’t you buy? And the easiest way to do that is if you’ve had people who have opted in, you know, who’ve maybe got your Freebie but they haven’t purchased is you can send out an email to them with a link to a, an anonymous senior survey saying, Hey, it wasn’t me.

What was wrong? Was it something that I did, you know, did I do something wrong or what else was it? Why didn’t you buy? Um, that sounds kind of crazy. That’s actually the wording you use. And um, people will reply say no, no, no, no, it’s not you. It was this. So that’s where I was able to find out that I had gotten a couple of things wrong with that. Number one is it was just, I had made it to clever, had too many points in between. So a lot of people never really got to see the sales page for the main program if they didn’t purchase the cheapie one first. I had to wait until the emails came through and then I would see that, you know, you can buy the main program. So for that reason, it, you know, I was just being too clever.

So I decided I was going to simplify things. Now the next thing that I found out from people was they were saying, oh, this all sounds really, really good, but I’m just even too scared to make a video yet. Little on the idea of how I can create a video and turn it into 32 pieces of content. That was the Aha. So where are the lessons for this? So for this one, was our things too complicated? Have you made things too complicated? It could very well be the system that you’ve been using. And the next thing is have you, are you really addressing what the, the real problem is that people have, they may have an aspiration of creating, you know, fantastic video content that goes out there all the time without them having to be flat out. You know, always creating that may be the aspiration, but if you’re not addressing the actual problem, well then you know what, they’re not even going to be able to and make it even take up the aspiration.

In my case, the problem was they couldn’t even imagine where to start and what would I say anyway on the videos. So that for me it was a really important lesson in that first occasion. Now this is where it comes down to resilience. It’s really, really easy to go, you know what? As the product, I’m just not, I’m not even a bother. I’m just going to do something completely different. So instead I thought, well, I know that people need this program. I know that I can get results for people because you know, people have come along to workshops with me, so let’s see if I can have another go and I’m going to simplify things and I’m going to really make sure that I address that core problem. Now, as part of this, I thought, you know what? It was getting close to Christmas time and I thought, I just got to get this out there.

I’m going to have to have another go at this before Christmas comes, because you know, otherwise it’s going to be, it’s going to be put off for longer. So I decided to do something that I’ve done numerous times is I’m just going to run one webinar. I’m just going to run a Webinar and I’ll make the offer on the Webinar and then I’ll tell people it’s available for week. Really, really simple. Now I’m fortunate that I already have a database that I could go out to. Um, um, so that’s what I did. I just sent an invitation. Now I ran the Webinar and this time when I ran the Webinar, I focused a lot on showing them how simple it was to create a video and running them through the kind of things that they could talk about and that script and really talking about how to make it easy, really debunked the whole technology thing.

I just showed them. How do you use your phone and let’s get your phone and let’s just make a simple video and challenge them to go and make one and share it with me. Now that’s simple tweak number one is I just had, I ran the Webinar so I just got it done. And also I changed the messaging as soon as I did that from that one webinar. Um, just before Christmas, $12,000 worth of sales, the exact same sales letter, I did not change my sales letter. I just changed my messaging in my marketing. So the message for you on this one is can you simplify things? So now that may not be your problem. For me, I was just being too clever cause I could be a smarty pants, but you know, have a look to see have you got too many moving pieces and is it confusing people?

And most importantly, do you really, really know your tribe? Do you know them, listened to them? So I found this from first of all running that survey saying, why didn’t you buy? And also listening to the emails when people, people, things that people were writing into looking for the trends. Um, and that’s how I found that. So make sure you know, you’ve got to go back and make sure you’ve got the right message. You really do because there’s no use talking about something that they really aspire to. If there’s something big that’s going to block them, even taking action to start with. So really have a look at that. Now moving onto the next thing is the next time that I ran, I thought, you know what? Okay. I want to see if I, I’m going to just treat this with a bit of curiosity, a bit of an experiment.

I tried one, um, type of, um, marketing using a marketing funnel. I tried that. I’ve tried a Webinar. Now let’s see what will happen if I actually do like the full on launch where I will have the three videos and I’ll have some affiliates, you know, as I didn’t have many met very many Phillips, I’m just wanted to really test it out in my own market. Um, and as you see what happens if I do it in that way and I’m going to do a little bit of a challenge and see if I can get people to actually create videos as part of me running the launch, doing it live. So that’s what I did. I took a lot more work to set up and so I, that’s what I did. People could register and for there had three videos spaced a few days apart. Each one had a, um, uh, uh, a workbook that they could have some exercises that they could do.

And then at the end of the third one I said, okay, the doors are open and you’ve got to wake. And of course, you know, hammer them with video, with emails afterwards saying, you know, why you should by answering objections now this, um, this is a much more complicated system, but it’s actually a really lovely one to do because people have a chance to really get to know you with the videos. Um, and they get a chance to actually see that if I can do it myself. So when I did that one, then I ended up with, I’m just having a look at my numbers here. So we made 45,000 on the frontend on that. So for me that was just testing it to our own market and I thought, okay, this is a nice system, this works. So, um, what I did then is I turned that into an evergreen, so, and I just started running traffic to that.

And interestingly, the evergreen never worked. We still, we’ve made great money through it, but it was never like the nice big lump sums that you get. But here is the interesting thing, um, that, so that program, I’m actually going to be launching that again later in this year. Um, but it’s going to, there’s a lot that’s changed in the way that you use video online in that time. So I’ve actually taken it off the market because I want people to have what’s working now. Um, and so it’ll be fun to experiment with the different launches with that. But here is the interesting thing. If I had stopped at zero sales, I would never have known that by me doing the webinar method and then doing a very, just really to my own list doing the, um, the three video traditional launch formula, I would never have made that money.

And importantly, a lot of the people who did that video program then went on to become members of my other program, which sells for $2,000 and members of my VIP programs, because they got Nomi, they’ve got results with what they were doing and they wanted more help. And as a result of that, if I had given up at at zero sales, I would not have made hundreds of thousands of dollars worth of sales because of all of the other things that were sold on the back end of it. That’s a huge difference, isn’t it? So I just, I just think that that’s a really lovely case study to have because I nearly gave up at zero. It was a heartbreaking, it’s really heartbreaking, especially when you’ve invested that money and that time. Um, but I didn’t give up. And so that for me, that’s been a really good lesson in resilience and it’s a really nice case study.

Our hope for you to be able to go and, and really approach everything that you’re doing with that sense of curiosity. So now let me go through a bit of a checklist for you. Let’s just say that you have launched your app program and it could be something small, something really big, whatever it is. Um, you’ve launched something there and it hasn’t worked. You’ve either got no sales or you got only a few sales. Here’s a checklist that you can go through to go in the right order of trying to work out what went wrong and what can you do better. Okay. It’s like get ready to take some nights. I’m just gonna refer over to my notes here. The very first thing is we want to identify what this problem is. And I can tell you what it is. Normally a numbers game. In my case with the very first launch, it wasn’t, um, it wasn’t a numbers game.

I had my message, my messaging wrong. But as normally a numbers game I’ve got, I don’t know how many times people have done all of the work of doing an opt in and you know, making it so that, you know, they’ve got emails that go through to a sale, you know, they’ve got everything in place and then they will say, well I tried that one and it never worked. You know, I didn’t get that many people who signed up for it and I didn’t get as many people who bought. So the first thing you’ve got to do is work out, is this a numbers game? Okay. So when it comes to your opt in, you’re only going to get, usually I can normally get around 50% of people who land on a page can, will sign up, but that’s, that’s pretty good. A lot of times you only get 20% some people can get 70 or 80% if it’s to a really warm market, but just understand you’re only going to get somewhere normally between 20 and 50% of people who were going to sign up to even get your Freebie.

Then once you’ve got your Freebie, then once people, once you send emails out to people, you’re really only going to get, maybe 20% of people are going to open that email. Then of that 20% then open it, you’re, you’re not going to get 100% of those that will click the link to go and see what you’ve got to offer. So you can see here at every point the numbers are getting smaller. Now you may only get say 5% who click an email that actually received it. So if you’ve got 5% then if you’ve, you know, you’re only ending up with, you might have a hundred people who have opted in. You may only end up with Ulta ultimately, or 100 people who go out and see leaving the chance to opt in. Maybe only one sees the sales page. So then how many of you’ve seen that sales page are actually going to buy?

So what you need to do is you need to look at all the numbers along the way. You need to see, all right, how many people actually landed on the page? Did I spend enough on advertising? Did I bring in joint venture partners? Did I use my, did I email my list enough times? Did I go out on the circuit and be on it? Everybody’s podcast? Did I shout from the rooftops? Did you use everything that you could do to get as many people to actually see it? Very often? That is the thing that’s meant that you never got the sales, you just didn’t have enough numbers going through it. It’s like plumbing. You’ve got to have water pouring in that at every point there’s a little areas, little constrictions, little arrows, a little, you know, detours that go off his little constrictions all away that are in that piping before anybody actually gets to see your sales liver and decide that they want to purchase.

So don’t just assume because people didn’t buy that, they didn’t like the offer. It’s just very often it’s a numbers game. Okay. So that’s why I liked the software that I use. Tenex pro. I’ll put links down to what below you can go to romance, your Forward slash 10 x pros. I just the number 10 10 x price special because I have, um, I’ve become really good with the man who owns the company cause I love the software so much. Um, and so we’ve put together a special offer there. But the reason I like it is it will actually tell me the numbers and every single page that I’ve had in my funnel and I can see, you know, is it a numbers game so I can see all of that stuff. So it takes away that emotion. If it’s a numbers game, don’t even worry about looking at everything else yet.

Just focus on the numbers. Focus on where was the gap? Okay, so is it a numbers game? Um, is it not people opting in? Is that people not enough people opening your email? Is it people when they land on the sales page, how many of them are actually buying? You don’t know unless you’ve tracked your numbers. Okay, so that’s number one. It’s normally that. It really is. It’s normally that. Okay, so now let’s look at the next one. Price. Now most people will assume that it’s the price. I, this is the main thing I’ll hear from people. They’ll go, my program didn’t sell. It’s because it’s too expensive. I knew people wouldn’t buy. I just knew it was too expensive. I’ve got to drop the price. If it’s not a numbers game, if you’ve worked that one out, then price will be the next thing you look at.

But very often it’s not going to be the price. It may be if you don’t have a payment plan as an option. That might be the thing that makes the big difference. But you know, it’s very often not the price. So I’ve put that as the next thing to look at. Just for you to say, don’t just go there and think by dropping the price, that’s going to be the solution. It’s not normally it. Okay. So now let’s look at the next one is how well do you know your tribe? I thought I knew my market really, really well when I launched the video academy to start with, but I obviously hadn’t been listening properly because I was focusing on what they can do with all of their videos rather than really focusing on how do you even create your first video and what do you say and how did he get brave enough to do it.

So for me that was a, Oh really? I know I know my market, but I wasn’t listening properly. So the things that you can do is talk, you know, send that email out to the people who didn’t purchase. Ask them why. Um, actually the people who, if you know, if anybody did buy, go to them and ask them, well why did you buy? But not many other people did find out what it was that they, that was different about them. You want to even run a survey to your, to your list. You can randomly choose people who eat, who are your ideal customers and ask them if you could interview them and ask them what you know from what you’re looking at here, what’s missing. So take that time. Honestly, that can be the huge difference for me that made the difference between zero sales and ultimately what was hundreds of thousands of sales that resulted from it.

That’s a big difference. That was the main thing. Now let’s have a look at the next things that you’ve got is, and this was the big one that I’ve addressed already, is where you really addressing their real problems or were you addressing other things? So in your marketing, it’s the marketing is the main thing where you’ve really got to address the things that are stopping them. And so, and that’s an all normally those sorts of things are actually something that’s on an emotional level. People were scared to get on video and make a fool of themselves cause they thought they’d waffle on. So I gave them a script. Here’s the exact seven steps script to follow so you can make a video that doesn’t waffle on. That was enough. Then they got the confidence so, and they could imagine themselves doing it. So that’s a really important one.

Now the next one is, um, one that can really make or break if it’s going to work. And so that’s social proof. So for me, that wasn’t a problem when I did these launches because I had already been helping people to use video and get results with video. So I had lots of testimonials and lots of videos and stories of people who had had success. If you’re not getting the results, is it because you don’t have enough testimonials or you’ve got the wrong ones? Can you prove that? What you’re doing actually works for people. And if not, well maybe what you need to be doing is it, you need to be working with a smaller group first and working extra hard with them to make sure that they’re getting the results so that you can then get the testimonials that may be what you need or it may be that you haven’t asked for them.

I’m really bad at doing this is remembering, you know, to ask people, hey, you’re getting great results. You know, I’d really love to hear a story from you. So that could be the big thing that is missing is that social proof. That is one of the big things that will stop people from buying. And the very, very last one is have you given people enough time leading up to your launching your program where you have been putting content out there, where you’re visible, where people get to understand and trust you. And if they have been, you know, really getting to understand the way that you help people. So, um, one of, one of the, uh, the, my, my friends that I’ve known through business, Stu Mclaren, he talked, he refers to this as the runway and he will be doing something like a six to 12 month runway of developing trust and by putting out lots of videos and content leading up before launch and has found that the longer, the long way the runway, the better the launch.

Um, and so that is something that you need to be thinking of. And the nice part is, is if you have a nice regular routine that you’re consistently putting content out there, you don’t necessarily have to consciously be planning the runway so much because you’re already doing it. Um, so that could be another thing there people just haven’t had enough time to get to know you. All right. So that’s my checklist for what to do if you do a launch and it totally flops. I would love to hear from you, um, any Ahas that you’ve had from this. Um, you know, this, this is something that I don’t normally share. I’ve shared these stories with my VIP clients, uh, but I don’t normally sort of go into that detail publicly cause sometimes it’s a little bit embarrassing when you’ve been doing this for over 10 years.

And that’s the other thing, you know, I think doing marketing online, building my business online for over 10 years and I can still put a product out and it flop like straight out of the gates zero. But the difference is approaching it with curiosity, approaching it with a little bit of dispassion and seeing what can I do to improve this and the results are worth it. So I would love to hear from you. Um, your bigger has now if you’d like help doing any of this with getting your content out there with using your video, even though we’re doing the video marketing, um, launched later in the year. But my VIP is already had access to all of the programs that we have. Um, if you’re, if you’re wanting some help with attracting a tribe to you, attracting that tribe that absolutely resonate with what you do and see you as that tribal business leader that they want to do business with it they want to work with.

If you want help doing that so you don’t have to keep on chasing people all the time. And so that when they do come to you that you’ve got a lovely suite of group programs that are, it means that you can help more people with working less. If you’d like help doing that, just let me know. Just drop me an email or a message. Tell me a bit about your business and what it is that you’re wanting to achieve and what you’re needing help with. And I’ll get back to you and let you know which of the solutions that I’ve got that I think is the best one for you personally at your level. And then I’ll be able to help you. Okay. So looking forward to hearing from you. And if you have a friend in business that, um, you know, that really needs to hear this, that this will help them either recover from a launch or to keep on going. Um, please pass this on to them because, you know, that’s just, let’s get out there and just have a go and do stuff. Okay. Bye!

Rapid List Building with a Virtual Summit

Rapid List Building with a Virtual Summit

Today’s topic in this special episode of Romance Your Tribe Radio is dear to my heart. We’re diving in deep on the strategy I used to launch my online Wonderful Web Women business that took me from unknown to a list of thousands and replaced by previous 12 months income in just 8 weeks.

I’ve invited one of the world’s foremost experts on the strategy of Virtual Summits, Navid Moazzaz to share how a Virtual Summit can grow your business and step by step how to get started.

We also share what has changed since I launched with this technique over 10 years ago and share some cheeky behind-the-scenes stories from both our businesses.

In this episode of Romance Your Tribe Radio, we discuss:

  • What a virtual summit is
  • Why you’d want to do this instead of webinars and podcast?
  • How to use a summit for rapid list building
  • Different ways to make money through summits
  • How to get people to promote you for free
  • The cheeky thing Janet did on her first summit (out of desperation)  that was responsible for launching her credibility and then big sales.
  • How to get a detailed checklist to run your own Virtual Summit
  • Who this is NOT suitable for
  • Action steps you can take this week.

You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below. Never miss an episode. Click here for all the ways you can subscribe.

Virtual Summits. Deep Dive into List Building and The Oprah Effect

Before we jump into the strategy of successfully running Virtual Summits, let’s cover a few basics.

Some definitions to begin with…

What is a Virtual Summit?

A Virtual Summit is an online event or conference which is like a podcast or webinar on steroids.Multiple presenters deliver teaching sessions on a specific topic and people from around the world interested in the topic can register to attend the sessions.

Virtual Summits usually have multiple speakers. There are usually multiple presentations every day  and the summit can go for as long as 5 – 7 days with around 20 – 30 experts who can join you and promote you.

How Virtual Summits Grow your Business

Both Navid and myself shared on the podcast that we both launched our businesses online using the Virtual Summit strategy. The result was fast growth of our email  lists, influence and income.

These are the major benefits:

List Building

To understand how a Virtual Summit works to grow your email list, let’s use the visual of an offline conference or summit. One that is held in a huge conference centre with the doors to the conference room closed until the conference is ready to start.

So people have to hear about the conference, travel to the conference, line up and register and then get in through the doors when the room opens so they can get a seat.

So let’s see how that works on a virtual summit so you can see how the list building works:

How they hear about the conference: Sure, you can do advertising and other marketing strategies but one of the best ways to get people to hear about the summit is to ask the speakers to promote the event to their own mailing lists. You give them an incentive by sharing a percentage of sales to people they have referred (I’ll talk about the sales part in a moment).

Travel to the conference (traffic): To get the largest number of the best people to register, you want to make sure your speakers have a great reputation with their mailing lists and they are also willing and enthusiastic to promote. That’s why Navid recommends inviting speakers who are very well known in your industry (the draw cards who often won’t promote enthusiastically) and awesome up and comers (who will often send the most traffic).

Registering: This is where you grow your mailing list. All these beautiful people who have heard about your summit on the recommendation of people they trust, must register to join the summit and get all the info they need to take part. The summit is usually free and each person must join your mailing list on the event registration page. Ta da! That’s the point where your list can multiply for thousands.

Grab a seat: After people join your list you then communicate by email (and of course you can add social media to the mix) so people can build trust with you and make the most of the actual Virtual Summit.

The Oprah Effect

Ever heard of the Oprah Effect?

In The Oprah Winfrey Show, Oprah (the queen of talk shows) turned many fashion and lifestyle products into multimillion-dollar companies by just endorsing them on her show! Her audience believe in her because she has been seen as someone authentic, who has had a great impact to their lives.

Oprah wasn’t the celebrity to start with. Her impact came from actually interviewing celebrities and people of influence. Her impact built from being the interviewer, and someone people grew to trust.

Through a Virtual Summit YOU become the Oprah of the show.

You are the trusted interviewer who has great conversation with celebrities in your niche. You are seen as “one of them” quite quickly and your trust and credibility expands fast.


Navid shares many case studies of people making 5 and multiple 6 figures through their Virtual Summits. When I first launched my business Wonderful Web Women through a virtual summit I replaced my previous 12 months income in just 8 weeks!

In short here are the most common ways to make sales through your summit:

  • Sell the recordings and action plans of the summit as an “All Access Pass Upgrade”. These can range from $27 to up to $197, with $97 being a nice sweet spot. It all depends on your niche. A 6% conversion rate of people taking up this offer is usually considered great though Navid shares that some of his clients have converted at over 20% (well done!).
  • Upsell higher priced programs and coaching during and after the summit. This is where you will make the most money. So make sure the topic of your summit attract the kind of people who will be interested in your bigger offers.

Affiliate Sales: you can recommend speaker products, software and other related programs to your new subscribers and earn a commission on all sales you make.

Grab The Virtual Summit Checklist 

There are a lot of moving pieces in running a successful Virtual Summit.

I DO NOT recommend running a summit if you are totally new to online marketing as it can be overwhelming.

However, the results can be huge when you do it well.

To make it easier for you Navid has created a very detailed and brilliant checklist which you can download for free from here.

It really is very thorough and gives you an idea of timelines, how to choose your topic, how to decide who to invite and the techy stuff you will need.

Action Steps: What you can do this week

Do these action steps to get started with your Virtual Summit:

  1. Ask yourself: How do I want to do it? Live? Recorded? Alone? With other speakers?
  2. Choose your topic: What topic will help you position yourself at the next level of credibility in your niche?
  3. Start Building Relationships: Who do you have on your wish list as featured guest experts?
  4. Check out and introduce yourself to our guest Navid Moazzan. He has had a number of virtual summit goodies for you over here at And yep… you can download your checklist for free:)
  5. Check out the Romance Your Tribe programs, designed to get you super clear on your uniqueness, suite of offers and launch your online course.
  6. Check out the no-brainer special offer we have created in partnership with the founders of 10xpro, the software we use and recommend to manage all your funnels… and more. This is perfect software to run a Virtual Summit 

A Special Message From Janet

Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to  and you chose to join me on Romance Your Tribe Radio.


I’m honoured and  grateful for your support.

If you enjoyed this week’s episode, I’d love for you to take a quick minute to share your thoughts with us and leave an honest review and rating for the show over on iTunes!

Read The Transcript Here

Janet Beckers:    Hello and welcome everybody. Janet Beckers here and I’d love to introduce you to my wonderful, wonderful guest, Navid Moazzaz.

Navid Moazzaz: Hey, what’s going on and excited to be on the show.

Janet Beckers:    Yeah, I’m really excited to, we’re going to be talking about a topic that is super, super close to my heart, which is virtual summit. Um, and the reason it’s so close to my heart is that is actually the technique that I use to launch my business. Wonderful web women, which has now evolved to run into tribe. It’s the reason that I went from having nobody knowing me. I’m having a mailing list, which was actually just my mom to thousands and thousands of people winning awards, you know, re replacing 12 months worth of income with just in a short time all based on this particular strategy. So since then, a lot has changed. And so, um, I’ve invited Navid along because he’s the man that knows how to run these so well now the most strategic way to do them, the way for it to work now rather than the way that it used to work when I did it 10 years ago. So that’s why I’m excited about this. But Tom, before we get started, um, let’s just, you know, I love to introduce the people, everybody here to you, not maybe just because, um, just so we can get a little bit of an insight about who you are and why you’ve gone down this track, um, before we start diving into any of that sort of strategy stuff. So, yeah. So tell us a little bit about you. Like why, why are you so passionate about this particular way of doing business?

Navid Moazzaz: Yeah, absolutely. I mean, it wasn’t always this way, but it’s kind of the summits and all this. I actually was kind of, uh, you know, stumbled across it because I was doing a podcast to me in a similar to this. I was doing that a few years ago. You know, because every one they were talking about, okay, got a larger cost cause and I think it’s a great vehicle. I definitely think I can and it fits in with what I’m doing now. It’s just when I did it, I started basically from scratch and I was building relationships with some influencers and all this, but I wasn’t growing my email list. I wasn’t generating that much revenue at all when I started out. So animals, blogging, podcasts and do that. And then I stumbled across these summits in the health niche because they, they were appeared to be free.

So sign up for them and I saw how are they doing this? How are they generating so many subscribers? In some cases I saw they were generating tens of thousands if not sometimes hundreds of thousands of email subscribers for one kind of online event, a virtual summit. And, and I also checked out how they’re monetizing. So they had an all access pass. They were sometimes promoting something in the back end and all this and some of these summits, they were doing millions of dollars in revenue. I was like, Holy Shit, how are we doing this and doing this podcast, which is a great vehicle, but I wanted to kind of level up my business quicker. Podcast is not the best list building and kind of right away, this is more for me if I would do a podcast and they would be more kind of connected my existing audience rather than just kind of skyrocket and build a new one.

So that’s kind of how, yeah, I mean I don’t know if you can feel the same, but like podcast, I think it’s a fantastic app. Always week in and week out, have a consistent schedule to connect with your existing audience. But unless you have a massive following, it’s not going to kind of do that much when you starting from scratch. Whereas the virtual summit, it’s kind of an online event. It’s kind of like a podcast or Webinar steroids. That’s kind of how I, how I like to put it. Right, so you have multiples. Yeah, I mean, yeah, multiple speakers on a, so you have 20 to 30 experts typically over, let’s say five to seven days. And some of them will come on and promote you. They promote you to their email list, their most valuable asset. And that’s how you are basically growing your audience and always the, we can go get into how you actually add value to the speakers.

That’s part of our, you know, virtual summit mastery. That’s kind of my sister and my program and how are we teaching this? We actually go really big on are making it a win, win, win. So I went for you. You’re going to grow your audience, going to grow your business from the summit, but also a win for your speakers. They gonna, you know, get something out of this. They going to grow their business from this and also for your audience. So you want to add value to them. That’s kind of a, I guess you wanted to get into a little bit. So, so kind of the difference, you know, before now I think

Janet Beckers:    that’s kind of how we can start. It started off in giving you a little bit of an insight into now it is, um, because I find the kind of strategies that people specialize in really reflects a lot about their personality, like the kind of things that you get drawn to. Now. We met, we were both in a high end mastermind with Ryan Laveck called the elite mastermind. So we actually got to know each other really quite wells through, even though there were a lot of people in the group through that year because it’s not only were we having an opportunity every week to communicate, but we had retreats away and lots of times. So you get to know people really well. And I just loved how you were saying then about a core part to what you are, what your approach has been. You know, what’s going to be in for everybody.

Everything’s got to be win, win, win. And that was one thing I really noticed about you in all of our connections through out that whole year of late was, um, and everybody listening you’ll really get to see this with, with Navid, is you’ve always very much focused on the other people rather than yourself. Like every time that you would be contributing to conversations, anytime you would be, you know, sharing and presenting to the group, everything was always focused on what was going to help everybody else, what was the win for other people. Um, and so it makes perfectly good sense to me that you approach your marketing using a strategy that is very much focused on what’s in here, but absolutely everybody else, it’s very much a connection, a connection sort of personality, I guess, that that can be really attracted to doing this as a strategy. Yeah.

Navid Moazzaz: Oh absolutely. I mean, I’ll also, I just wanted to just kind of backing things up a little bit though. I’m in Davos, a fantastic, fantastic year actually. I think I, I definitely got to know everyone right away because I want some kind of price or like the, you know, the super share. I remembered the other first elite masterminds I had to kind of go up there and share and obviously then people familiarize themselves with me a little bit better about, yeah, I mean really kind of divorce the, you know, I had, as I said, I had the podcast, then I did my first summit. So before that I only had about 900 to a thousand [inaudible]. That was in 2014 so a few years ago. And I hosted my first summit, brought on a bunch of speakers on there obviously, and then I got about 3000 email subscribers from that summit and $20,000 in profit dot actually was the vehicle that I could quit my job and move abroad and basically start living the lifestyle I do now.

But if I would have stopped there with one summit, and that’s also what kind of is unique with how we are doing things, then it would have ended there. Basically. There’s a lot of people, they don’t leverage the momentum. So you’re gonna take that stomach, that’s a springboard for you to take your business to another level. So I quickly grew my business from that initial success. You know, making like $20,000 in profit from that summit to multiple six figures. I can, the next year I’m making 200 k the next year. Like we, they’re not be hosted and not as summit did like almost 30,000 subscribers. The next one and then a basically that dob that took my business, you know, it’s three x more to 600 k from 200 k to 600 case. So it was like it just growing, growing very quickly and then making an impact as we go. Because the lifetime value of a summit, you know, a 10 d and even more kind of the people who purchased the all access pass of the summit is very high. We have made, you know, all of that are most successful summit, which is, it’s almost 30,000 subscribers. They have actually made over $1 million from dad one summit. So it’s pretty interesting how it works and just monetize the audience.

Janet Beckers:    Yeah. Well let’s dive into that. So I think one of the things that we’ve said w to give everybody here a little bit of a structure for you, taking your notes, what we’ll do first is we’ll really get super clear on actually what a summit is so that you can understand exactly what is a summit and how does it work. And then, uh, know, and I fought because I actually launched my business with a summer and, but things have changed. So we’re going to go and to, you know, the difference between what worked back then and what’s working now so that you can get an idea and we’ll give you some reality checks on what kind of timelines are involved here. What kind of, um, you know, what you need to know before you start going down this track. So, um, so let’s do that. So the first thing, let’s just do like a really simple, how does, you know from the, the simple things that like what actually is a, a summer, like how on a very, very briefly overview of what does, what does it, how does it work?

Navid Moazzaz: Yeah. I invent a, essentially, as I mentioned, little bit alluded to before, it’s, you know, a multi speaker event over a few days, right? So you might have, can be a smaller summit too, can be like a one day summit event. But I think when you’re starting out and you want to kind of, you know, blow up your business a little bit more, it’s more beneficial to you to host the five to about seven days summit because you can have more speakers on there. So let’s say 20 to 30 speakers because let’s say you only with let’s say five to 10 speakers, you might not get all of them to promote you initially. You know, you got to have a mix of kind of different levels of speakers and all that. And so it’s more beneficial to have kind of this balance 23 or 20 to 30 in some exceptions you can have maybe 10 to 15 but usually most people find these 30 it will do well and does somebody still believe free to sign up for it.

You want to grow your email list, you want to grow an audience from this and essentially you’re getting paid to grow that email list, which is really cool with the way we are teaching it and then you have an all access pass base class that instant after they opt in, they give you their email address, they have an upgrade for door locks as pass. That includes Billy recordings can be some great bonuses that is like hell. Helping people to implement the content can be action guides session knows you can have also bump offers. You can have a lot of different things to kind of maximize that lifetime value even more. And in dunning that’s basically creates your products, right? Your speakers are creating your product for is even if you don’t have a product yet and you’re feeling like why? How can I do this? Well, you don’t need one. I didn’t have one before I hosted my first summit and then my s all access pass on my premium pass became my first product. So that was pretty funny actually. Yeah. Yeah.

Janet Beckers:    So I think that’s the thing. He, for people who, this is a totally new concept to, because this is the thing I used to find that people couldn’t get their head around is around the list building is you will have all of these speakers, but in order for people to be able to know where do they get the, where do they hear the interviews, what time does it start? All of that sort of stuff. In order for anybody to be able to take part in it, they have to join your mailing list. So really you’ve got everybody that’s going to be sharing that this, that this is coming up and they all have to go. You’re the gatekeeper. They go through your optin page. That’s how you build your mailing list. So

Navid Moazzaz: exactly. And you can do prerecorded too. I wanted to mention so people don’t feel all around. You need to do live sessions. You can, here’s what we recommend so you can build a maximum engagement. So if you’re doing this the first time, good, do record it. So you do recorded sessions with the speakers. Let’s see how 20 speakers, he did 20 recorded sessions with them during the summit. You could include kind of a light kickoff, you know during the time it’s happening. There’s some advanced strategies to later you can turn it evergreen and stuff like that. But the first time you’re doing it, like include a few live sessions. I kind of like office hours maybe in a Facebook group, just to kind of add that kind of, you know, engagement and connection with the audience as well. So they feel you’re part of it.

Navid Moazzaz: You can also have comments and stuff like that, but it’s, it’s just the, you know, you, I’m sure you’re honest, I’ve seen these not regular conference. Essentially you’re bringing it kind of online, just having it free for a limited time. Usually it’s 24 to 48 hours. Availability from bene session goals go live during the summit. Then he pulls, you know, basically you lock it down in the mall, the all access pass. That’s Kinda what’s going on here. That’s how you also seeing and a lot of people upgrade. I mean you’ll be surprised like you know a good, you know, I would say decent upgrade rate would be, you know, from free options to paid is about let’s say four to 6%. Anything above 6% is considered pretty good. So we have students even getting 21 to 30% is, you know, cool in some niches like in the heart niche. And we had the wanting to play therapy niche, getting a very high conversion rate, that recent one and teaching in a Spanish language or for for teachers basically. So that was pretty cool. Got a very high conversion rate for all access pass as well.

Janet Beckers:    So I love, I love this idea and the nice part is when it comes to sort of understanding all the steps in this, understand that you’ve got a fantastic checklists for people to be able to use, haven’t you? So they can, they can go there and have a look at all the different things that it, that actually the logistics that take part in doing this. Is that right?

Navid Moazzaz: Yeah. So the, let’s see us on my side and I’d be more [inaudible] dot com slash via his last shaviah via some slash. Cheatsheet you can link that up. Also, we have a free guide without any optin. It’s just virtual summit, basically. And you can check it out there. So yeah, it breaks down all this. Yeah. Going fast or anything like that. Then you know, someplace we have Wilson Master class you’re running, so you can check out there if you just simply email me if you are on my list or something.

Janet Beckers:    Yeah. So let’s have a look. So just so that you know, if you’re listening here and you’re going, oh fuck, I can’t understand all the parts that no, that’s okay. Because you can go there and you can get all the details on there. So what we want to do today is we want to give you an overview of you starting to think about what you could do yourself and how you would use this in your own business. And then we’ll, we’ll just go through some of those decision points and excuse me, and we’ll look at some of the, you know, how are you going to make the most of it? So that’s that we’ll be able to see what worked for me and what stopped working. Um, and so, and what’s working really, really well now. So the very thing is, let’s have a look at the topics because when I launched mine, mine was launching a business called wonderful web women.

And I had absolutely no street cred at all in that area. So for me, I thought, well, if I can find the most successful women in the world, I don’t have to be the expert here. I’m not the boss. Like I’m not the one that’s saying, look at me. I know everything as really passionate, you know, positioning myself as the passionate reporter, which is a really powerful way to start out because it allows you to be able to go, I don’t know, but I’ll find out for you. So it takes the pressure off you if you’re not feeling like you’re the legend. Um, but for me it was easy because I could go back then, like nobody was doing them like I could. I found it very difficult to find people to learn how to do it. So I had to pull everything’s together separately, like find somebody to teach me how to do interviews and other person to guide me on the tech stuff and all in another one on joint venture.

So I had to kind of bolt it all together. But for me, I just did the top Econ, you know, find the most, you know, low from the most successful women online. Now that worked exceptionally well back then because there wasn’t a platform. Is that not only people we could go for that I didn’t, that couldn’t find these female role models. They just weren’t many. And also there wasn’t, um, you know, for the fame for these wonderful successful women, there weren’t as many platforms for their to get their message out. So it was at, you said at the beginning what’s in it for everybody? That topic worked really well, but I don’t think it would work very well. Now it’s way, way too general. So from what now, like what would you recommend for people to take into consider working out their topic?

Navid Moazzaz: Yeah. Obviously like 10 years. I mean telesummits was what it kind of called when it came to the scene and what and all this kind of on, I mean the teleseminars and all is usually actually they were not even that time. I mean there were some were some with great content, all this. But the problem is sometimes I think there was not even video initially and that I came a little late now. Yeah. It was not really a, it was, it was harder. At least you could probably, we’ll see kind of maybe more advanced at the time to do what we are doing now with, you know, zoom or whatever. You know this really easy, these things,

Janet Beckers:    You couldn’t even prerecord, but you had no way of playing it back to start at a certain time. Say you had to either do them live and we had to be there and click start through the replay. Then it was very difficult. Yeah,

Navid Moazzaz: it was. Yeah, it was. It was harder. But now these days I think the high perceived value mean there’s podcasts and their audio on they’re great and you’re sharing maybe stories and stuff like that on a podcast. But I think like really humming very on a summit. There’s also ups, you know the game a little bit. Then it doesn’t have to be too hard. I mean, I’m right now, for example, I’m traveling, I’m here in the US at a time. You’re doing this. I just kind of bought something. I’m just home depot. Like this background is, it’s not a real brick, you know, if you’re seeing this, yeah, this looks good, but I just bought this for like, you know, I think cost, it didn’t cost me too much to get it. It’s just a peel and stick or whatever and you put it on. That’s kind of how you see it could be to have a little bit more professional setups these days.

And then obviously a lighting, we have the green light, whatever. It doesn’t have to be that, but I think it’s the barrier to have a good quality. It’s easier these days. So that’s why it’s kind of a little bit expected so that you do the bare minimum to do that. And also in terms of kind of this topic which we talked about, I think having a niche summit like go very, instead of having a broad one, just kind of teaching, you know, women in online businesses on something maybe doing like a inter. So we, I can share some examples from students for having a fitness health summit. I think going deeper, not even a strength summit, maybe a women’s strength summit, right? So it’s, you know, for women by women and by doing that you’ll be a lot more successful. Like this student instead of maybe not succeeding at all because it will be too broad and you know, get a disappears.

She did 20,000 opt-ins and over $60,000 in revenue, basically starting in a new kind of brand from scratch there. So that’s kind of what can happen if you go more niche. I’m not saying you will the 20,000, but at least a few thousand, right? You will get more people excited to promote what you’re doing because you, you know, it’s also some industries they’re more competitive and the more competitive and industries you got to see how you can stand out either having different speakers or maybe the topic different angle, you’re going to definitely find a unique hook for what you’re doing in order to stand out in a competitive marketplace. So I think that’s even more important these days.

Janet Beckers:    Absolutely. And you know, I remember we had a discussion last time we got together and we can’t, it um, you, yeah, you had one. There was one particular thing that you said that stuck with me ever since, which was such good advice is when you’re choosing your topic yet narrowing it right down, but even, and then the next step was instead of say running a topic on something that you’re already known well for is step up and think, what do I really want to be known for?

Those topics for me that was a like, of course, you know, you could run one on, you know, an area that you’re already feeling confident, any you’ve got a following in that use this to help you step out. I think that’s really great.

Navid Moazzaz: I’m glad you brought that up actually because you might be, or let’s say you are right now a lawyer, but you don’t want to be known as a lawyer anymore. I mean then maybe you should think about what are I really want to do? What am I passionate about? What am I interested in? You don’t have to have the benefit of some it actually, you don’t need to have expertise right now. Obviously it can help you if you have some expertise to create courses and other things in the backend. But even if you don’t, you can be of someone who doesn’t…

You don’t have expertise, you can still get great speakers because you’re the facilitator, you’re hosting the event and you’re building essentially your brand by association. You can build almost instant authority. I mean there’s no such thing as an overnight success, right? But that’s kind of what happens with, you know, when you’re hosting a salmon, you’re putting people next, you know, next your, you know, face. And did they see you there? So you position yourself even we have had students, he had never had an ecommerce store. Right. Then Amazon, and he’s not even saying that I’m teaching this, right? He just hosting events and now is that actually just started, he started with some, is it like five or six of them and really successful, he’s say from [inaudible], not even a native English speaker. And now he just host these first offline conference with like 200 people in Prague.

So that’s what’s going to happen right? From virtual to offline events. Because you know, the most stupid thing, it’s good, excuse the expression, like hosting an offline event or something like that. When you’re starting out and I hear people coming to me, I want to host this event and get like 500 people show up. It’s very difficult to get people to shop in a locator. Alertly yeah. When you have an audience, you know, you have an audience who are interested in what you are doing, it’s a lot easier. So build the audience first, wait a summit for example. In this case we are talking about this. And then you can do a lot of other things like launching courses, launching high ticket, launching, hi. You know, offline events and the list goes on and on there.

Janet Beckers:    Yeah, I love it. That’s, so that’s, that’s the next part because you are the passionate reporter. So even if you are, recognize that having expert in a particular areas, think about how you want to be at the next stage. And that’s why it’s also a great one when you’re starting out. If you know what your niche is, you can, um, you know, really, um, you know, put yourself on the map really quickly. Now let’s talk about the next part because once people have worked out their niche, then the next thing is how on earth am I going to convince these people to actually say yes, I’ll be happy to be, you know, be interviewed. And then even even in the next step, you are, hopefully some of them will go, well, yeah, sure. And all that. My little list of incredibly engaged, the people who loved me, I’ll tell them about this and get them to come over and sign up for you. So I’ll help you build your list. But fatigue, get those people. Yup. Um, I know what I had to do when I first started to be because nobody knew me. Um, I’m really curious about what’s your advice for people, like what things are the core things that they need to keep in mind to get people to say yes.

Navid Moazzaz: Okay. Awesome. Yeah. So what I recommend first is to create this list. The main use Google sheets or can you say Eric, I use air table now. It’s like a Google sheets on steroids basically. But I put together my lists and, and it’s kind of a dream 100 list or wishlist, whatever you want to call it. And the first kind of influencer outreach, this doesn’t have to be only of people you are going to be a perfect fit for your summit. That’s kind of influence in your market and it’s good to have overflow of influencers potentially connect with. Right? So I do that first, but to get it out and like research mean, you know, as you get more seasoned in your business could probably have, you know, VA or someone like that research. But again, I think the connections, you got to kind of make them in some way.

Navid Moazzaz: It’s kind of like you can’t really, it’s harder to outsource authentic connections, right? So you’ve got to definitely, I think that’s really important. I do still to this day. Let me, I’m, I’m about to, I’m planning a summit right now and in the big process of doing this right now, and I’m doing all these kind of calls to the potential speakers connecting with them, but if you’re newer to this, I would recommend if you have time, basically start kind of being on the radar. You know, maybe you have been in programs, masterminds, whatever. In that case kind of share some add value them, like be, you know, obviously it’s the easiest to get in front of someone if you’re have been in a mastermind or if you have bought a program, if you haven’t, let’s say a book or a podcast, maybe to have a podcast, leave a review, do the kind of low hanging fruit to actually get in front of them. Maybe they have Facebook lives every week, shop their comment they get for sure. Get on their email list. Right? So you got to do these things. Stand up. Most people are actually not doing this, so, oh, it can be the person. Yeah, just do that.

Janet Beckers:    That’s that. You know, it sounds really basic. One on one, like number one is you’re being super organized, you actually got your heat race, you know, or your love list, however you want to put, these are the people I want. So your systematic. But then a lot of times what I always found, cause when I used to teach how to do this stuff and then it was a lack of period of time where it was sort of like, ah, this is great. So I used to get invites all the time from people who were not in my program. That was fine. Or even external. And my students never did this. And I know your students never would, but other people would come to me and I go, you just want to pick my list like you’ve, you’ve just, I know that this is just a cut and paste. You’ve, I’ve got no relationship. We’re all so they’re coming in cold. And so our reaction was I just had to cut and paste. No thanks. But you know, goodbye.

Navid Moazzaz: I’m glad you’re bringing this up.

Janet Beckers:    Yeah. Oh, I can’t stand it because it was obvious that there were, they weren’t thinking about me. And so when you said about, yeah, get on their radar. The other thing that I see people do wrong when they do do that is they go turtle Sangal. And so there’s a, you know, you want to position yourself as a, as an equal, as somebody who’s got a brain, somebody who they would be, you know, like to get to know. So if you’re on those Facebook lives and you’re going, oh my God, you just fantastic. I love what you do, which is monthly, but you’re not, you’re positioning yourself as a Pango asking, ask really intelligent questions, give, you know, share

Navid Moazzaz: like the one who is standing in line to take a picture, the one who’s like, ah, can I have a picture with you? I mean, that’s nice, but that’s the wrong approach. You should look at lecture at coming. You should come. You should think if I ever take a picture with that influencer or someone in, I see them as peers. I don’t see them as, I mean they might make more money than me, but I don’t see them as higher value than that…

Janet Beckers:    No, no. That’s kind of the big thing. Oh absolutely. So think about if y’all got a peer who’s doing Facebook lives, who have you, we just go with that example. They’re doing it because they want engagement. So help them get engagement, share with it. You know, say I learned this from you and I got this result. Those sorts of things. Like it’s, you know, just cause that’s a big difference. Rather coming called going, I want you to do this for me and let me just pick your list. Or they go total fan girl, which is a real turn off. So yeah, that’s, that’s a really good point. So that’s number one is really building up those relationships as first. Is there anything else that you can give us a tip to help people to get those first people?

Navid Moazzaz: For sure. I would say that you don’t, I mean obviously you’re hosting some that you can build a relationship asks you go, I would say make this part of kind of your habits to build relationships that should be kind of second nature to you in business. Any way to do that because otherwise it’s going to feel forced I think because like you mean all we can of course if you want to host the summit to him three months or four months from now. Right, okay. You don’t have as much time to do this, but that’s fine. You can still host a successful summit. You just like keep that in the, in your mind to always kind of always build a relationship. Always be doing this. Right. So you might have your big list of let’s say a hundred people in your industry. You know, as you go building relationships with these people, even if they are not speaking at your first summit.

So getting into kind of the emails and stuff like how do you reach out to people, I mean helps when you have a relationship because then you can refer to something in the email. Otherwise if I don’t know them I tend to reference something in the opening line of the email and Ninja trick can also be to have like a video invite that could obviously make you stand out the liver. You still need to have an email. You still not need to have a solid email though so they click that link to the video but either way, like menches on the specific, maybe they have had it, maybe you found them through a community and they did some really awesome training mentioned that mentioned specific in a program of theirs, mentioned that whatever it is and then you’ve got to name drop. Basically add social proof.

You going to say, okay, here’s what I’m doing. I’m hosting this summit and if you know roughly your numbers, what are going to expect. Say that. Otherwise you can guesstimate the little bit maybe once you’re hoping to get from it, but don’t over exaggerate too much because usually if people find out about it, it’s all good and they just, anyway. Yeah. And that’s basically the email. I mean they, and then you can go if they’re not be, it’d be making a distinction of like a kind of say, you know, A-listers that kind celebrity influencers trust off the word [inaudible] there they have good solid audiences and then up in commerce. I think the audiences that are most useful to kind of, most people at least that would be trusted authorities up in commerce, A-listers, they are great for, you know, being on the summit and you know, driving people.

People know them for sure. It’s exciting to have them on and all this, but they are not always promoting cause they’re very busy. They have promo schedules, they’re scheduled out, stuff like that. So you’ve got to be, I’m always searching for people, you know, who kind of, you know, they’re just coming up through the space. Sometimes they have been maybe a year or two in the space sometimes, but they are growing very quickly and I’m like, wow, how are they doing this and I’m actually in myself and learn from them sometimes. That’s why I bring them on board for my summit. You might even see we hosted list [inaudible] two point though in this year basically, and I’m, I’m more of this kind of in the lookup from new people who have a hat I don’t, didn’t even know maybe a year, year ago, but now I found them because I did some research and I love that. I love my people like that. That’s, I really can be illustrated in a year from now. By the way. It can become a listers big. Become friends with people like that is never a bad idea to become friends with the up and comers because they are going to become in some cases the next Tony Robbins almost.

Janet Beckers:    Yes. That is such a good point because a lot of times people will just go and try it again. I always say go for the top first. If you can get those few big names, then that helps the others to come on board. But really when it comes to your list building and your traction, yeah, that’s great tip. It’s going to be more the up and coming that are going to be the ones that help you to grow your list and they get much more involved. That is a brilliant, brilliant tip. When, um, when, when I ran my summit, the thing that made it really successful was the invitation that I sent out to people and I just use headings of, you know, what is the project? Why have I chosen you? And so I really was very specific about why them and then just really clear, you know, what’s in it for you really long, what’s in it for me really short, what do I expect of you reading short? What can you expect of me really long? And then a call to action. And that’s, that was just really the simple thing. Um,

Navid Moazzaz: I can to make the first email quite short by the way. I mean I think you can do like add some more stuff to the first email. I tend to make the first thing kind of to just gather interest from them. Then I basically get on, I usually try to get on a call with them because you know, having kind of a video call or lead at the very least an audio call if you can meet them in person always. It’s kind of hard to do that with everyone. I think just having a call with them just kind of speeds up that relationship building. Also rapport, build support and then when you do this session slot eastern also there I ask them how can we make this a super big win for you to participate in my summit? And then I focused on that first basically, you know, building that relationship. And then I asked them, okay, so we are having the dates of the summit is this and this thing, would that work you to share to your audience and be getting like, I mean it’s so far, at least for this one, you have 100% of people. I’d have to have, I’ve had about 26 calls so far. So it’s not just you, not 26 calls with the potential, you know, we’d speakers, they’ve been on my next summit and 100% of them have said, yes, we are promoting if VR going behind us.

Janet Beckers:    That is brilliant. You know what that is? That is absolute gold because that’s the hardest part is getting to people to promote. Um, that was the thing, you know, mine was much smaller and we’ll talk about that in a minute. Um, but that is absolute gold is what, you know, the, the stronger the relationship you’ve got with people, um, and the stronger you know, commitment that they feel to you, then they’re going to promote for you. And that’s where your, that’s where it’s going to be successful you summit. So that is, you know, that’s a lot of extra work having those 26 calls. But then the other side of it is what a privilege to have 26 calls with people who were doing great stuff.

Navid Moazzaz: Like they’re 10 minutes Max, 15 minutes, they’re not even that long. Right. But then also you have to keep in mind if someone doesn’t promote for you the first time around, don’t get discouraged. Like not you sometimes the first time around you’re not as successful as you hope to be a ride. So it’s important to kind of talk about that part of it as well. Like we don’t have students in the health space and they maybe did 700 to a thousand off this, which some arc is, is a lot for Denmark and it wasn’t that much. And he got a little bit discouraged, but then he saw care. I didn’t have the right speakers on board, which is a big thing. You need to have the right speakers that are aligned with whatever you want to do. You need to have the right topic. We talked about that. His topic was a little bit off and then it took him one or kind of another two summits and then he figured out and he went into the fasting niche, right. And Eh, he, and then he started to crush it with 15,000 is 20 20,000 on a scale. Is this up to well over six figures. And that’s just because he nailed that down and also didn’t give up. Like you can’t really fail unless you do give up. Like that’s what happens when most people give up before they actually read.

Janet Beckers:    That is such brilliant advice and that goes for so much in business is, you know what sometimes the first time it’s, it’s not that that technique didn’t work or you are no good at it. It’s just you’ve got to, you’ve got to keep on sticking with us. That’s, that’s just such brilliant, brilliant advice for everything I reckon in business. Yeah, that is huge. Um, so I’m just aware of our time so we’ll just sort of tie up with just a couple of things for people who are listening. Is the next part. So we’ve talked about the list building. So the advantage here, you know, really just going over the core things that I want everybody here to really keep in mind is um, you know, you want to, this is about relationships. So this is going to be taking part in a longterm game even though this is a strategy that makes the most of that opportunity.

Janet Beckers:    So you’ve got, you know, it’s a battle longterm with relationships. Really think about your topic of being as you can and where you want to be known for. And then you know, your list building, the stronger your relationships that you’ve got with the people who you invite this, the more likely they are to promote and especially those up and comings are going to do it for you. So we’ve talked about the list building. The next part that I want to be able to finish off on here is show me the cash babies. So maybe if we can talk about like the simplest way to make money and then some just one or two extra things that you can add on. Yup,

Navid Moazzaz: Absolutely. I mean the simplest way, I mean the, I mean let’s start with the all access pass. That’s the common thing. People can have up, you know, upsell to the all access pass to the summit is free to sign up for, I’ll be slayed. Then you have an Alexis pass. Sometimes people call it premium pass or whatever VIP pass. That’s kind of the recordings audios and can be some extra bonuses. Can Be transcripts. Don’t do transcripts almost. You know you’re somebody going to do well because it can be very expensive too.

Janet Beckers:    Yeah, it can be very expensive.

Navid Moazzaz: It’s not needed. I didn’t have it for us all my, you know, multi six figure launches. I didn’t have it for everything I did. But now for, for the next one we might do some stuff at the transcripts and also it’s just more useful if you want to create like action guides, session notes. It just speeds up the process a little bit. The hub. And then you can also include bonuses from speakers and stuff like that. And also even for the free summit includes speakers, lead magnets and hold out to out of value. But that’s kind of the essence on an all access pass. So yes, bundle in things that helps people even more than that. So I think these days you’ve got to do a little bit more than just adding the recording. Just add something extra, can be a Q and a calls, can be some private, you know, some, some extra, can I be coupon for tools, you know, deals for tools, freebies and stuff like that. That’s what you want to have in your all access pass…

Janet Beckers:    That’s great, it’s about people being able to implement isn’t it?

Navid Moazzaz: Yeah, absolutely. Yes. So that’s the locks is Pasa. You can make some people ask can you make real money from an all access pass and dancer is, you can even had students making, you know, six figures from an all access pass promoting it. I made you know, multi six figures from it, but you know that’s the, you know, even even beyond that you can, I know some, some instead of doing millions of dollars in just the low ticket one, obviously you need volume in that case. But it’s definitely possible. I would say if you’re starting out, you know you can definitely do anywhere for like $20,000 to, you know, 40 $50,000. That’s kind of the spectrum. If you have it starting absolutely from scratch, that’s something, you know a lot of our students at least are doing those numbers when they come into the program.

Janet Beckers:    And what sort of price point will your class be?

Navid Moazzaz: for sure it’s $67 to $97. Like you have a onetime offer for license six 67 then it can go up to 97 again, it depends on your market. I would be careful depending on the market, som students might charge, you know, 27 to $47 in our community. And, but I think for most marketers, these 67 to $97 to work well if you’re in more professional markets like the bay, you know, beat to stuff so that you could consider even a little bit higher. But again, it depends on your strategy. I think for me, I want to turn as many, you know, email subscriber, you’re basically free attendees into buyers as possible. That’s why I keep the price point’s a little bit lower. Right? So this is my strategy behind it and it works well. And then in the back end you can have, you know, online courses, you can have membership sites, you can have high ticket.

Even high ticket is a great strategy to be good. I implement for my next summit, right? So we have a high ticket program now for virtual summit mastery and be kind of having coaching in that. So we might do the application and that’s, you can get application calls on a summit as well. You can do it from the very beginning that people, people opt into the summit in the emails and during sessions and even afterwards as well get them onto a webinar or something like this. Great grandiose. And then sponsorships. That would be Kevin nother one might not be for everyone. But I think a lot of our students these days, they are getting either paid sponsorships for you know, just a few thousand dollars or sometimes multiple five figures or beginning kind of this promotional mix with paypal speed sponsorships or just promote promo sponsorships. Or simply as having kind of some deals from a tool, like let’s say I’m doing this building school, I might feature convert kit on there because it’s irrelevant tool and they provide let’s say 30 day, the 30 day trial or a 60 day trial for the paid people. So you can be, they are very open in some markets to doing things like that. So you conduct kind of test the waters a little bit bit incorporating some kind of sponsors on their life. You can also adds value to your summit. They authority because you have logos on there and stuff like that.

Janet Beckers:    Absolutely. Sponsored by. Yeah, that’s great. You know what this song, the way that mine works, the way that I monetize mine when I started and I’m just curious to see if this works. Steel. Um, yeah. I mean, first of all, I was launching a membership site, um, which I really only decided to do like two weeks before I started it. But that was how I would make my money. Um, and that worked well. I got members straightaway and had recurring income, which was brilliant. But the other way where I made money was um, and I only had eight speakers and I’ll share with you a moment who the eighth one was cause that’s where I made the money. But um, so I, because it was all done live and it was once a week and the whole, the whole idea of being doing 20 odd just was just almost impossible to do back then. You couldn’t, you couldn’t do that and sleep. Um, but what did happen then, which I don’t know if this would work now is they were 60 minute interviews and each one was on a specific topic and each of them sold, each of them made a pitch and I made a commission on every one of those. Um, and so that’s where I can remember I made, that was the first time I made $12,000 in commissions on a 60 minute call. And I’d only been, I was only like four weeks into

Navid Moazzaz: me starting the business and I just went, yes. Now would that work? Yeah. I mean that’s interesting. I’ve seen also kind of Marisa Murgatroyd doing a little bit like that for her superhero. Something she used to do this before. They were really successful actually. So basically it constantly, and I think it works a little bit better when you have kind of live sessions for kind of making a pitch, but either way it could work. I think I’m not the reason I’m not doing this. I don’t want to, I want to have like a value based event without an eye. I still do include the speakers, lead magnets, they can’t be a paid right away offer, but I do include speakers, lead magnets. If there is a software I might include that file to the software or ideal to it for example. And it’s not to say that this other strategy doesn’t work.

I think it’s just a matter of what you prefer to do. What I’m doing as well. Maybe afterwards I might promote some of the speakers to my list. For example, if it’s a good fit, I might provide like a resource bundle, something free, free free lead magnets of the speakers and promote that offer. So I just liked to create it a value based event and also depends a limit on what you have afterwards. Uh, and another thing I forgot to mention I affiliate marketing is a big con is a big thing. So you can also promote someone after the summit. Let’s see. Actually for my first song me that hosted, I promoted by me to safety after my first, I had grown my list with 30,000 people, so I had a very engaged audience off that outside promoted him and I made, I think it was like 32,000 something and plus I made the cash price because I’ve one is unbelievable.

I want, this I made all were $40,000 a month after my first summit and then that’s, that’s basically been on timing my own product. You can do this because you need just an engaged audience and then you can absolutely promote something else. It’s just a matter of kind of how I kind of liked to promote some of these specific route in the promoting everyone at the same time. It’s kind I guess my philosophy a little bit I think. I think that’s again, yeah, that’s the big change that I can see it the way that they were done in the way they they’re done now. I would not do pictures on every interview now, but I think it’s much, it’s also not as evergreen by the way like you know we, we are. We are thinking a lot about like how can we, what can we do with this summit afterwards so we have the teaching or how can you multiply this?

How can you re-purpose the content? How can you turn it into an evergreen summit to relaunch it some it afterwards, if you have any pitches in every one and there might be time sensitive is not going to work the best afterwards, so I was just going to be thoughtful of this beef, thoughtful what you’re saying during session all you really, you really need to say welcome to the summit, everything single thing. Then it might be harder for you to turn it into a podcast later because Chandler bolt, which is one of our students, he turned his summit two summits into a podcast. We made a few hundred thousand dollars extra for his business. That was just the same content as it used to years for this virtual summit and afterwards like a year later to turn it into a podcast that is really successful.

Janet Beckers:    I love it. I love that whole idea of what can you leverage. So, um, I might just share one story and then I’m aware of that time. We’ll have to wrap up cause I’m, I’m aware of yeah. Yeah. Tom, they’re very, very great to see your time. Cause I know that you actually, as we’re recording this, your actual middle of organizing your own site. Um, so the one thing when it came to monetizing the thing that made a huge difference for me that this is the one that really brought in the money for me was, I mean making the affiliate sales was awesome. Getting people onto a low priced membership. It was, I had a special for $37 instead of $47 that worked really well. But the big thing that made the difference was I had eight speakers. I mean now you would have a lot more.

But the person who I’d put down, um, they’re the gatekeeper was non stuffing me around and it got close to the end of time. I went, I have not got time to organize this, so I’m going to find a next year, another person who’s going to be the eight speaker and I’m going to make it me. And so on the sales page or they’ll sign up page. I had the eight speaker was Janet Beckers talking about how she built a list of awesome and replaced her income in eight short weeks and how you can too. And so that was a bit, I was a little bit got CP course I had to then go and do it. So I actually just found somebody who had turned up to every live call and I asked, so do you want a job to getting the spotlight? You can interview me.

Um, but what I did is because every other speaker I had been pitching something, well, it was congruent for me to pitch something. And so I didn’t have anything. So I sold at the end. I pitched who would like to do, I think it was like as a six week course and I’ll run you through life how you can build a list of thousands. I ain’t short wait. Yeah. Um, and that’s where I say I made at that. I mean for me back then, you know, even making $1,000 was huge. So I think that that first sale I made something like $40,000. Um,

Navid Moazzaz: wow, that’s, that’s, that’s incredible. And actually I forgot to, I do recommend highly actually if you have some expertise or you want to share either if you’d even if, if you’re new to market, even then I recommend you put yourself on the summit actually at least 10 lessons learned from let’s say Lewisville in school or tell us as learn from the summit, do that. And you will actually be seen more. You want to be seen in the spotlight a little bit on your own summit of course. And that’s why I really recommend people doing like our live kickoff initially because then then first session always usually then most of you and typically at least as so do it live kick off like the day so you kick things off. You also get a big spike in sales for that if you, if you structure it correctly and stuff like that and then at the end of the summit you do at 10 lessons learned and then afterwards you can obviously promote an affiliate offer. You can, yeah, whatever you want afterwards they do. Serbia absolutely serve your list after you built that up and see what they kind of want to do. A deep dive survey and like Ryan Lubeck…

Janet Beckers:    That is really good. Yeah. Do you be on number one? I hadn’t thought about that. You’re doing that number one and then that follow up as soon as I did that apart from it made me money, but it positioned me as an equal and as soon as I did that I started getting contacts from people saying we want to interview you. Can you come to America and presented our conference because you are obviously at the same level as the people who you have been interviewing. Okay.

Navid Moazzaz: Like our story’s pretty similar. Like I, I’m just listening to what you’re saying here. Like the, I had a pretty similar experience when I did my first one because people started asking me, I was not really having a big kind of pitch or anything for my, on my summit for Dsm virtual summit mastery. But I got a similar experience that people started asking you how did I do it and we want to learn from you. And obviously then I accidentally put together, I mean I, I had to put together the program. People are asking me, it’s a lot easier when people come to you and ask you how, okay, we want this from you now I go create it instead of like, and I’ll try to guess what people want. Right?

Janet Beckers:   Yeah, absolutely. And you know what the secret to that too, why my business took off and why yours has taken off his, we both went, sure. Yeah, how to do this. Yeah.

Navid Moazzaz: You work it out, right. It was my first online course. You also become kind of my most successful mean that they’re still running today is actually coming up on four year anniversary in September. So yeah, it’s been running a strong sense via some one point they’ll be housed out the PLA pilots just like early 2015 the pilot was running then to me a few months and then we launched a kind of the flagship and not, we don’t want to be as some three point though.

Janet Beckers:    Yeah, I did the same thing. I write, I taught, I ran one for a few years and it started off at like $400 and then things get there and ended up selling for $2,000. Um, until things, I notice things changed a lot in the industry. As soon as podcast came out with a way that I was doing, it just wasn’t gonna work anymore. So I stopped selling it because I didn’t want to give people the wrong thing. And I’ve actually looked in the back end of what Navid is doing in his, um, I’ve actually got you. You actually talk me through that and you did a call about it. You have done such a brilliant job, really step by step template. Brilliant. Brilliant job. Like, yeah, just, just garden, just getting it like you know how to do it really, really well. So, um, yeah. Well we’ve been, we’ve been a wrap up. We’ve been here a while. It’s just been this,

Navid Moazzaz: it’s been so fun to Chaffey Solang hustles experience this every day. I do that. So that’s

Janet Beckers:    Oh, okay. Oh that’s good. Yeah. She had some real war stories. Sure. We could talk about this cut off for our

Navid Moazzaz: share. He summit stories and things like that.

Janet Beckers:    Very hard to do it without a beer though. That’s the next step. Yeah. Well thank you so much for your time, for people now in terms of, I love people to be able to take action this week. So what would you say for people who are listening now, like what’s something they can do this week that’s going to help them to prepare to be able to run a tele summit?

Navid Moazzaz: Hey, yeah, I would say like if you want to, if you’re considering hosting this, you want to explode your email list authority and all of that we talked about here today. I think start kind of thinking about, first of all topic you can run it on. I mean that if you’re already doing something in your business, I mean it should be pretty simple. Think about what if you already have a price thinking about how your stomach can be aligned with whatever you are currently doing or what you want to be doing and then start building these relationships. I think that’d be talked about as well. Start simple things, right? Building that list of people. Even if you know whether or not you’re joining a summit program like my mine virtual sign master a year ago to do something else. I think having that dream list of people that you want to connect with and you know, build real, real relationships with would be really powerful for you, no matter what you’re doing in business. You, you got to do that.

Janet Beckers:    Yeah. That’s brilliant. That’s great advice. So that’s my challenge to you. Everybody that’s listening here is go and you know, if this is something, you know, the idea of doing a summit works for you, go over and, um, so if we go to, we’ve got romance, your forward slash sites. If you just go there, that will take you to where you can get the, you know, the guide for you to actually know exactly what’s involved in doing this. So go and do that and then follow it and have its advice and just, you know, even if you don’t go ahead with doing a tele summit, having those relationships and systematically, you know, creating friends is what it is. You know, creating friendships and investing the time in them is trying to grow your business. Yeah. Thank you so much for the day. And, um, I can’t wait to see the summit that you’ve got that you’re working on now to see when that’s coming out. And you know what, you’ve convinced me, I haven’t done a summit now for eight years and I absolutely love it. I know it’s a lot of work. There’s a lot of interviews and stuff to be doing, but I am here announcing to everybody that within the next 12 months I shall be running. Yes, yes. They happen here. So excited. So excited

Navid Moazzaz: and obviously we can link up some more. I mean I’ll send some resources to you as well. I have some free resources. We just kind of ramped up some blog content on my site as well. So we have quite a few good resources on some meds, you know, free content even on gated, but you can always get on my list of real, more interested in what we are doing as well. So.

Janet Beckers:    Excellent. Yeah, thanks to all of those, all of those articles and everything. We’ll put all of those on the blog post page that goes with this, um, with this interview. So if you’re listening to this over on iTunes or something, come over over to the blog post and you will see all of those links and we’ll have a good summary action shape for what you can be doing. Um, that will be on that page as well. So go get them folks. And that’s it. I’ve actually now made it public, so in the next 12 months they will be a tele summit, a virtual summit being run by Janet. Yes. Awesome. Okay. Thank you so much. Thank you everybody for being here. Bye!

10 Things All Tribal Business Leaders Have in Common

10 Things All Tribal Business Leaders Have in Common

Well, with a business called “Romance Your Tribe” you’ll probably guess that the concept of Tribes in business is kinda my thing 🙂 And key to the concept of Tribes is the role of the Tribal Business Leader.

In this episode of Romance Your Tribe Radio I dive into:

  1. What is a tribe in relation to your marketing?
  2. The definition of a tribal business leader
  3. Why this positioning is essential if YOU are the main deliverer of services and training in your business – even if your business is not personally branded
  4. The importance of The Transformational Journey
  5. The 10 things all tribal business leaders have in common with details on each step
  6. Questions to ask yourself to assess if you already are, or are on track, to be a Tribal Business Leader

I’ve also go a checklist article for you so you can assess areas you can improve when creating a business that attracts a tribe of people to you who absolutely love what you do and see you as the Tribal Business Leader they want to work with.

You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below. Never miss an episode. Click here for all the ways you can subscribe.

Checklist: The 10 Things All Tribal Business Leaders Have in Common

If you take your clients on a Transformational Journey, which means you have the expertise to help them create the change they struggle to achieve on their own, then you have the potential to be a Tribal Business Leader.

The transformation may be in their life direction, their finances, health, business, relationships etc. You may be a coach, consultant, trainer, therapist, mentor or service provider and there is one thing you all have in common. If you attract the perfect client, then you know with absolute confidence, you can help them achieve the outcome you specialise in.

The challenge of course is attracting them and that’s what I specialise in.

I help you attract a tribe of people who absolutely love what you do and see you as the Tribal Business Leader they want to work with. After all, by their nature, tribes need leaders.

Over the years I’ve identified the following 10 things all Tribal Business Leaders have in common. Use the list below as a checklist to identify any gaps you need to master or to celebrate you already ARE recognised by your tribe as their Tribal Business Leader.

1. They Are Motivated To Make A Difference

They are  motivated in their business by more than just making a living. They’re motivated to make a difference to people. The extent of the difference they make will vary for each leader.

They may focus all their intention on their tribe which can be small and very specific, through to large and broader reaching. The size of the tribe is not as important as the difference they are driven to make.

Many are also driven to make a difference to people outside their tribe such as the global impact we have systemised into our business through our World Tribe initiative.

Questions to ask yourself

  1. What difference do you want to make through the work you do?
  2. Look at people you see as leaders you are drawn to. How do you know that they want to make a difference?

2. They Really Know Their Tribe

They never stop seeking to understand their perfect clients in their tribe. This means they don’t just survey once. They continually survey, have conversations, observe, ask questions, watch comments and social media conversations. They can never ever know enough about their tribe. The result is they have a very strong empathy with their tribe and their tribe can tell!

Questions to ask yourself

  1. Are you super clear you you really want to work with the most?
  2. How well do you really know your perfect client? Be honest with yourself here. Do you feel you can read their minds (in fact, this is often something they will say to you)

3. They Don’t Have Splinters In Their Bum

People who sit on the fence, they get splinters in their bum. Tribal Business Leaders get off the fence. They are willing to take a stand for what they believe in. That is important to their tribe. That’s why the tribe knows that this is the person they want to hang around with because they are not afraid to say “I believe this”…and their tribe believes the same thing.

They’re not trying to keep everybody happy. They understand it is okay to alienate people who should never be part of their tribe because they believe different things.

As an example you can see the 15 things we believe in our business. Maybe you resonate with many of them?

Questions to ask yourself

  1. What do you strongly disagree with that many people in your industry DO believe or simply take for granted?
  2. Do people KNOW what you believe?

4. They Keep Things Simple

They keep things really simple and focus only on the things that are really important.

This means they can get a lot more done, and have a greater impact, because they are not wasting time, energy and resources on things that don’t make a difference to them and their clients.

The result is great resilience in business as they don’t burn out.

Questions to ask yourself

  1. Are you overcomplicating everything from your offers, your ways of working with your clients and how you run your business?
  2. Do you know what things actually get results for your business goals and for your clients? If not, this can be a great area to start stopping things that make you “busy” but not effective. My free 1 page Chaos To Clarity tool may be a great resource to help you decide what is important.

5. They Have A Unique System And Language

This is the difference between somebody who is an influencer and somebody who is a Tribal Business Leader. They don’t just inspire and say, “this is what I believe”. They actually have a process. They have a system they’ve created a language around that simplify things for their clients. They make it simple for their tribe to actually implement the stuff that they talk about!

And Hey, that’s where the money is in your business. That’s what people will pay for.

This is core to the work I do with my clients in my Attract Your Tribe programs. We identify your unique framework, create a unique language that is trade-markable and then package this process into a simple “Nested Business Model” so you can make more money, and help more people, with less of your personal time.

Questions to ask yourself

  1. Do you have a Transformational Journey framework you use when you work with your ideal client?
  2. Do you have a simple business model based on your unique system? If not, baby we need to talk!

6. They Focus On The Success Stories Of Their Tribe

They shine the light on their tribe and especially the people who get results. This means the focus is not always on them all the time, which is very much the influencer model. Their focus is on people who get results and sharing their stories (not just testimonials). They are the cheer leaders for their tribe.

Questions to ask yourself

  1. How often do you share stories of the people in your tribe who are taking action and getting results?
  2. Do you celebrate the wins of your clients and extended tribe?

7. They Demonstrate Respect: For Others And Themselves

Tribal Business Leaders demonstrate respect in two different ways:

  1. They respect their tribe

There’s no ego, as in “I am the queen of the castle and you are my minions.” With that respect comes an expectation that each person is capable of creating the change they want. There non-ego opinion is “I respect you as an adult (or child if that’s your market) and I know if you do the work and follow my system, I know you’re going to get the results. I believe in you.”

  1. They respect themselves

This means they’re very clear on their boundaries and they communicate those boundaries with kindness. The set boundaries around their time, energy and health and are very clear on what their non-negotiables are (this is one of the first exercises we do in the Attract Your Tribe programs.) Like my clients, they design their time and lifestyle so they can keep their energy up, simplify their business and have a life but still be helping people.

Questions to ask yourself

  1. Are you super clear on when, how and who you will spend your time with in your business?
  2. Do you communicate that clearly and kindly?

If you are challenged with this, you may find this article useful.

8. They Are Great Students As Well As Teachers

They recognize they will always be learning and so are very coachable. They seek mastery in the areas they identify will make a difference to them in business and also personally.

They choose their teachers carefully and then implement with trust.

Questions to ask yourself

  1. Do you ever find yourself thinking you don’t need to learn any more?
  2. When you do choose a teacher / coach / mentor / program do you implement with trust or do you constantly second guess and question the process?

9. They Are Visible

They understand if they are going to attract their tribe, make a difference, and step up as the leader, then they have to be willing to be visible.

They still have the same fears that stop most people stepping up (hello Imposter Syndrome!) but they do it anyway.

After all if you want to attract a tribe they need to know you exist!

Questions to ask yourself

  1. Are you hiding? Waiting for all your i’s to be dotted and your t’s to be crossed so you can’t be criticized for not being perfect when you finally step up and be visible? (oh yes… I AM reading your mind).
  2. What visibility strategies do you currently use? Video, images, articles, speaking gigs, meeting people in person!

10. They Embrace Feeling Scarecited

Scarecited is a word I made up. It’s the combination of feeling really scared and excited at the same time. Sacred because you are going to put yourself out there or take a risk that might flop (and it probably will a few times).

Excited because, hey if this works well, it’s going to be fantastic. Tribal Business Leaders step into that feeling all the time. And that’s where the personal development growth comes from, that allows you to keep on stepping up as that leader.

Questions to ask yourself

  1. Are you constantly in your comfort zone?
  2. Do you feel scarecited then back down or do you back yourself and step into the fear by taking action?

What is Your Score Out of 10?

I’d love to hear from you.

  • How did you score out of 10?
  • Did you surprise yourself and find you scored above 7? Go you! Let’s get you nailing all 10!
  • Did you find some gaps you need help with but you can visualise you have the makings of a Tribal Business Leader? We need to talk!
  • Did any of these points really trigger you? Celebrate that. Step into the scarecited if deep down you know you’re triggered because you know you truly are destined to be a Tribal Business Leader and make the impact you really want to make.

Share with me. Either down below, or message me, email me or find me over on social media.

A Special Message From Janet

Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to  and you chose to join me on Romance Your Tribe Radio.


I’m honoured and  grateful for your support.

If you enjoyed this week’s episode, I’d love for you to take a quick minute to share your thoughts with us and leave an honest review and rating for the show over on iTunes!

Read The Transcript Here

Hello beautiful people! Janet Beckers here today, I’m going to introduce you to what I’ve recognized over the years has been 10 core traits that are common to those people that you recognize as being the go to people in their field, the leaders in their field, the leaders of their tribe online. So we’ll have a look at those and those people may have very strategically set out to be those leaders or they may have been recognized as that and may not even realize themselves. That’s, that’s what they’ve created. So we’re going to have a look at what I’m meaning by tribes. What is one of my main by tribal business leader and what’s the significance of it anyway? Like how does that impact on your business and your goals? So that’s what we’re going to cover. First off, and then I’m going to go over those 10, uh, core traits for you.

But first of all, why am I even talking about this? Well, my business is romance, your tribes. So there’s a pretty good here, there with the word tribes that this is core to the way that I approach my business, the way that I approach helping my clients. So when I’m talking clients, who do I work with? So I work with people who take people on some kind of transformational journey. So they help people to go from point a to B. They help people transform and get the change that they wanted. And they are the person who has that expertise, has that path to be able to help them or has been able to bring people in to be able to create that transformation. So that could be coaches, consultants, speakers, service providers, people who have got an expertise and the knowledge and they help people importantly to transform.

So that’s who I work with. So if you’re working with those people, if you’re going to be, um, being able to make a difference, if you’re going to be transforming people, you need to attract these people to you. You know that your clients, that’s your tribe. So that’s what I help people do. I help people attract a tribe. People who get them, who want to be part of their world, who, um, you know, who really look forward to, you know, hearing from them to sing their content, to wanting to work with them. So I help people to attract that tribe and as part of that process, helping them to be able to set up as being that recognized leader of that tribe online. So that’s what I help you to do. Attract a tribe and then to step up there as that leader and by that leader, if you’re going to have a tribe by their nature, tribes have leaders.

So that’s what we’re going to be positioning you as. So now let’s have a look at, you know, why is that important? Well, to be able to step up into that leadership role means they’re going, people will not flock to you, will not be attracted to your world unless you are willing to lead and to create, um, a place and a language and a culture that people will draw people to you. And it’s not as difficult as it sounds. It’s quite strategic, but it’s not difficult. It’s not difficult at all. Um, in terms of lots of moving pieces and things being complicated and is quite simple. But as you’ll see by these 10 traits that I’m going to, um, to run by with you is when I say something is simple, it doesn’t mean it’s easy. But if you nail this, it means that you become like this beautiful magnet for people who want to work with you.

So that’s the power of being able to strategically position yourself as the leader of the tribe that you are going to be attracting. So let’s have a look at the, the traits that I’ve seen at, for the people who are, who are positioned in that way. And this is what I help people to do. So these are traits that I have recognized are important and have for the people who’ve, who’ve done this well. These are the traits and for people who you recognize that you may follow, um, and, and have a look and see if people are doing this. So you will be able to have a bit of a checklist here to really recognize why it is that you may be attracted to certain people. And why, um, and why, um, you, you may be in their circles. So, and you can actually see why people are actually getting the results that they are. So this is a really interesting thing for you to analyze yourself against, but also as a checklist against the people who you have been drawn to work with. Okay, let’s get started.

So the first one, and just, excuse me, I’ll look down here at my, at my notes as I’m going. So the very first one, and this is core, is that the people who who attract a tribe and step up, I’m a naturally seen as that leader. They’re motivated in their business by more than just making a living. They’re motivated to make a difference to people. And so they’ll make an impact to that in that difference may be, you know, just to a few clients that they may work very closely with. It may be to be making an impact worldwide. The thing is, you identify your tribes. Tribes do not have to be humongous. They can be small and tight or they can be larger and have a more, a worldwide impact. But whatever way it is that you’re going to be identifying what your tribe’s going to be, the size is, you’re motivated to make a difference, to really take people on some kind of transformation and create change.

That’s a big driver for people who step up as tribal business leaders who are naturally seen that way because that passion, that true want, need to make a difference is recognizable. It’s really recognizable. So think about have you got that? Is there, are you wanting to make a difference to the people who you work with? All the people who were even just drawn into your sphere? Do you want to make a difference? If so, awesome. You’ve got the core ingredient, so and look at the people who you follow and see. You know, what is it that difference? How do you know that they want to make a difference? Ask yourself that.

Now the next one is when we’re talking about tribes, they know their tribes. There are always looking. They’re there listening to what people say they’re reading. What kind of comments, what sorts of emails and things are coming through there.

They’re surveying their getting on the phone and interviewing people, but they’re constantly listening, listening, listening, and, and it isn’t, they can never ever know enough about their tribe. Then they have a strong empathy with that tribe. So if you’re feeling you’re not really quite sure who it is that you’re willing to work with, that may be the area that can really make the huge difference. You really, really, um, ongoing strategically really getting to know and make sure you know your clients constantly. You want them to be able to say, um, man, I’m sure you are really one mind when you wrote that or said that it’s because you are. So that’s very, very strong amongst people who are recognized as leaders of their tribe.

Now the next one, and this fits in with this, as tribal business leaders, they do not have splinters in their bums.

And by this I mean people who sit on the fence, they get splinters in their home. So they get off the fence. They are willing to take a stand for what they believe in. That is important to their tribe. So that’s why the tribe knows that this is the person I want to hang around with because they are not afraid to say I believe this. Um, and are willing to say that so they don’t get splinters in their bomb. They’re not trying to keep everybody happy. They don’t care if they alienate. Some people who go nuts don’t disagree with that. That’s okay. It means they’re not meant to be part of this tribe. So leaders do not have splinters in their bum. Um, the next thing that they have, and this is an interesting thing is, and this is really one of the things I’ve really recognized that makes it so that a leader becomes sustainable as they keep things really simple and they focus only on the things that are really important.

So the more that you know your tribe and what you stand for, that becomes easier. So that’s why they basically get stuff done is because they keep things simple, narrow. They stick with what works. Um, and that’s why they are able to be had that, that resilience to keep on going. They don’t complicate things. And so that’s a big part about is core to the way that I work with people in my attract try programs is what, what works. Let’s just keep it really simple. Let’s work out those things that actually work for you and your business and your personality and let’s just stick with that. Okay. Everything else doesn’t have to be done really important. Um, now the next thing is because they’re very good at simplifying and keeping just a focus on the things that are important. There are also really good that with the, with their tribe.

So this makes the difference between somebody who was an influencer and somebody who was actual tribal leader because they’re not just going to inspire and say, this is what I believe. They actually have a process. They have a system and they’ve created a language around it and they simplify things and make it simple for their tribe to actually implement the stuff that they talk about. So that is a core part two, what makes that tribal leader? Now this is core to what I help people with my tractor trailer program. We work at what’s really different to what you do, what’s different about your approach, really clear on the steps that you take people through. And then we create your own language that is trademarkable. So it’s completely different to everybody else. So I tribal leader will have gone through that process. So you keep an eye on the people you’ve been following and the people who get results and you will see that that is a really common trait.

Now this is another really interesting thing because that tribal business leader has this language and has a system to help their tribal members to get results. And Hey, that’s where the money is in your business. That’s what people will pay for.

The thing that makes a difference here for a tribal business leader is they shine the light on their tribe. They shine the light on the people who get results. So the focus is not always on them all the time, which is very much the influence and model. Their focus is on people who get results on sharing stories of cheering their tribe on. That’s what makes a tribal leader. Um, so have a look at that and see is that something that you, that you do, is that something that you can be doing more of that is going to, um, really help to set you up as a tribal business leader?

Just going to refer back to my notes here so that the tribal business leader is not just not threatened by elevating other people up in that tribe. They actually do it proactively. They recognize that there is an, there is room for them to raise other leaders up. So that is really core to a tribal leader.

Now, as part of that, one thing that I’ve really recognized with, um, with a tribal leader is respect. And we’re not talking just, you know, give me respect. No tribal business leaders have respect in two different ways. Number one, they really respect the people who were in their tribe. They’re not doing it as I am the queen of the castle and you are my minions. They really respect the people who are drawn into their tribe. And with that respect comes an expectation that those people in that tribe, they can actually do.

And get the transformation, they can do it. Um, they have that they can help, they can create change. So it’s not going to be, you know, I just, you know, follow me, follow me. It’s going to, it’s a respect of, you know what, I respect you as an adult and I know if you do the work and follow my system, I know you’re going to get the results. And that could be in the health, it could be the relationships, it could be their business, whatever the specialty is that that tribal business leader provides that has drawn that tried to them. So they’ve got the respect for the people who they attract, but they also have respect for themselves. So they’re very clear on their boundaries and they communicate those boundaries with kindness. Now this is one of the things that I know when I start working with people is a really big mind shift mindset shift.

Because a lot of times people are stubborn, driven to be motivated to really create transformation and help people. And they’ll do it sometimes to the detriment of themselves. They want to give, give, give. I’m, so, we’re really, one of the first things we do is we work out what are your non negotiables, what’s your values, what’s important to you, what are your boundaries and how do you design your time and your lifestyle so that you can keep that energy up so you can simplify your business and have a life but still be helping people. So you need to get super clear on that. So leaders are very clear on what their boundaries are because they respect their, their time, they respect their energy and they respect the health. Um, and so they, and they communicate that just really clearly. And so that’s one of the things we, um, that I work with people on there is also, and then how do you communicate that as well?

Um, now because of that, um, with, you know, that they’re driven by respect is they, um, they’re also quite humble, which is interesting because a lot of times you will see that somebody who is a leader of their tribe in business. So that’s why I call them tribal business leaders is you will see that, well, you know, I’m the king of the castle and the queen of the castle, well actually they’re incredibly humble because of that respect for everybody there. And because of that, they recognize that they will always be learning. So travel business leaders, not only a great teachers, they are really good learners and they’re coachable. So they know that, um, if they need help with something, they will find the right person and then they’ll just, they’re coachable. Yup. Just show me what to do. And so that is, uh, that is a really, really core trait that I’ve recognized with working with people.

The people who are very coachable, who eat, the more successful they come, they become, the more they are open to, um, to finding the people who can help them with the next step and just being really good students. So that’s sometimes something that people see as a surprise that, um, that the, you know, about being, um, you know, being a good learner is part of being a good, a good teacher and being a good leader. Now, of course my notes just died. That’s sucky. I know these next couple. So with that, the next thing that comes again with that humbleness is they recognize that, you know what, if I’m going to be attracting my tribe, to me, if I’m going to be making a difference, if I am going to be stepping up as the leader here, well, I have to be willing to be visible.

I am willing to get seen and get hurt even though, you know, that’s, it brings up all of that stuff that we all have that imposter syndrome that I don’t want to be seen that, you know, what will people think of me? The I’m too fat, too skinny to be seen on video or photos or whatever it is. Um, they all had those exact same thoughts, but they know that they need to be seen and they need to be heard so they’re going to get visible. And this brings me to the very last one, which really is really core. Like without this, does it matter if you have all of those other traits without this next one, you’ll never really get that. Stepping up and this is what I call scare sighted people who are tribal business leaders that people will get drawn to. They step into the feeling of scare sided.

Now scare cited is just a word I made up, which is that combination of, you know, when you’re really scared, when you think holy heck, you know, this is just, you know, I’m going to put myself out here or I’m going to take a risk or this is something I’m going to do this and it might flop and it probably will a few times. Um, but I’m going to do it anyway because if this works well, it’s going to be fantastic. But you know, when you get that scary thing of, man, I’m really scared by this, but you’re excited at the same time. Like what if, what if I do it? Like how will you know, imagine so tribal business leaders step into that all the time. And that’s where the personal development growth comes that comes, that allows you to keep on stepping up as that leader.

So that’s the 10 core characteristics that I’ve recognized that I really essential to being recognized as the leader. And that will attract a tribe to you. And by leader, it doesn’t necessarily have to mean hey and the celebrity, I’m the, you know, look at me. I’m Oprah type thing. That could be it. But it could also be that your tribe, you may have a small bit tight tribe, but they’re attracted to you and trust you because they see you as the guide. They see you as the leader of that tribe that you’ve attracted. So there you go. 10 characteristics that really are core. And the thing is, these are all things that you can learn. These are all things that you can implement. And that’s what I do. That’s what I help you to do. Get those 10 steps totally nailed and get them so that they’re core to the way that you’re approaching your business.

Um, so I’d love to hear from you, like are there ones there that you can feel quite proudly? You know what? Now that baby or one that you think, you know what? I think I need some help with that one or this one here. Sometimes I don’t and sometimes I don’t. And so yeah, this has given us, given me a reminded Janet that yet. Um, I’m going to do more of that one there. Um, I’d really love to hear from you and if you’d like my help, that’s what I’m here for. Okay. So you will see if you go to romance, your and you will see there that I’ve got some great free training for you. And I’ve also got excellent programs where I work closely with you so that we can get those results. Because that’s my mission. My mission is to, I can make a huge difference in the world, but I can’t do it on my own.

And so my mission is to find those people who are really good at what they do, people who help people. And I just want to help them to be able to step up as leaders and attract a tribe so they can have a bigger impact so they can help more people. So my role is to help to create, um, or facilitate people becoming tribal leaders and their own tribe, tribal business leaders. That’s what I create. Um, so that sounds like you, um, I’d love to hear from you. Okay. But it’s go, go out there and make a difference. Really make a difference. And you know, one of those that, that, that last one that I said there are about scare sighted. I double dare you to put this as your challenge. Every single day. Feel, am I feeling scared sided? Can I feel that sort of sickness but tingling, excitement in my gut? Ask yourself that every day. Did I have a moment of scare silent? If yes, then I’m on the path. So that’s my challenge to you. Okay. See Ya!

Your Online Business and the Law. How to Protect Yourself at Each Stage of Business

Your Online Business and the Law. How to Protect Yourself at Each Stage of Business

If you’re like most entrepreneurs I know (including me), when it comes to marketing your business online and then delivering your products and services online, the legal side of things is usually relegated to “oh yeah I better make sure I have terms and conditions on my site and maybe a privacy policy?”

After all, compared to designing a logo, mastering video, writing sales letters, websites, creating online courses to sell, etc etc, legal “what-ifs” just aren’t that sexy!

That’s why I’ve brought on an expert in online business and the law to make sure all your hard work is protected and you don’t waste your time and money on legal things that just aren’t needed.

Jeanette Jifkins is an Australian lawyer whose specialty is online businesses.

In this masterclass episode of Romance Your Tribe Radio we dive deep on:

  1.  How Jeanette is uniquely qualified to specialise in the world of online business and the law.
  2. The 2 types of business owners in regards to legal compliance (which type are you?)
  3. The 4 stages of the legal life cycle of a business and how to know which stage you are at.
  4. The legal essentials for each of the 4 stages in the business legal lifecycle
  5. How you can get Jeanette’s help (without breaking the bank!)

This is a very meaty episode, in fact I know without doubt this masterclass is one I could easily package up and sell.

But this is one of  my goals: To create the kind of value every week through this podcast, that I know people would gladly pay for….. yet stick with me baby and this value is free 🙂

To help you take action fast, I’ve created a summary article for you below the podcast video / audio on the 4 stages in the legal lifecycle of a business and your legal priorities at each stage.

You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below. Never miss an episode. Click here for all the ways you can subscribe.

Your Online Business and the Law. How to Protect Yourself at Each Stage of Business

Here are the stages of the legal life cycle of a business and your priorities at each stage.

Stage 1: Start Up

The first stage of a business is setting it up.

People tend to fall into 2 categories of “legal risk persona” and it is most obvious at this stage. Which one sounds like you? (love to hear what you think in the comments section)

  1. Fearful: they can be consumed with fear on the legal risks involved in business and often this stops them taking any action at all. They need a good framework of how to protect themselves and know what things are just not that important to worry about.
  2. Fearless: (but not in a good way!). The whole “I live on the wild side” mentality which can be naive and leave them open to huge legal risk which could have been easily prevented.

Your legal priority at this stage:

This is the phase where you need to protect where your money is.

This means whatever generates money for your business you need to protect it. It may be your database, your knowledge, your certifications, etc. It may also be contracts with clients that confirm payment plans and refund policies.


We’ll give examples for each type of business persona you fall into.

Jeanette has worked with 2 people that are both in the health industry, each fitting one of the 2 persona types (fearful or fearless).

  1. The first person had a lot of compliance obligations dictated by her industry. So Jeanette and her worked together to make sure they clearly understood the compliances. They did a complete review of the website, created a structure and strategy on how to legally cover each issue legally, and put in place all of the minimum compliance things.
  2. On the other side is a person with no formal qualifications in her industry, though with a lot of experience. She launched her program and made a lot of promises that can’t be backed up with any report or research. The claims were made with good intention but she had not worded her promises in a way that would cover her legally. In fact one such client was reported by the Cancer Council for claims, and ended up in court and $300,000 worse off!

What This Means For You

As you can see, if you are in a regulated industry you need to be extra careful. Make the most of your industry membership and seek their resources and advice on legal compliance specific to your industry.

What are the ways you can protect yourself, if you only have the results for yourself and for others?

In the situations where services are offered based on experiences and past successes, the clearest and best thing to do is have a disclaimer. Disclaimers let people know what you can do and what you can’t do to avoid confusion. It’s a simple safeguard for online business and law. When doing disclaimers, always to keep in mind to use simple terms and in plain English.

Stage 2: Business consolidation

The next step is consolidating your business. This means you have already proven that your offer sells and your business looks to be viable. You have put in place measures to protect your income (as mentioned above) and now your business will start to either employ others, or rely on contractors or rely on software or other assets.

Your legal priority at this stage:

This means protecting the relationships that you have in your business right now. This is where you need to do documentation.

In this phase, if you’re going to work with someone else or even software, you need to know “how am I going to get out of this?”.


  1. Leasing Office Space: For many online businesses this may not be important but may people will choose to work from a co-working space or access premises where they can set up a video recording studio or to meet clients. Always ask….how easy is it for me to get out of this commitment when signing any documentation.
  2. Joint Ventures: This is something I’ve personally done a lot over the years. Usually they are smooth but it is a very small number, that when they do go wrong, can be disastrous!  This is especially important if you are co-creating something in a project. Your brief needs to be very clear about expectations, how to measure if expectations are being met, and how you can both exit the relationship.

What This Means For You

Documentation will help in case of disputes.  But the most important thing is to protect the relationship.

Take time to communicate well and document at the beginning of a relationship.

Then, if there are any problems, you can simply refer back to the communication document and check which of the things are agreed on which are not. That way you not only protect yourself from unnecessary disputes on your online business with the law, you most importantly protect the relationships in your business.

Stage 3: Scaling your Business

This is where you’re looking to expand. This is the stage I am at in my current business. At this stage you need to look at your systems, processes, Intellectual property and the value of your business.

Your legal priority at this stage:

Your focus is protecting the VALUE you have created in your business and your future value.


  1. Document your processes: Your Standard Operating Procedures are not just wise businesses but become a legal framework for managing people who enter your business. It also becomes your way of demonstrating value to potential future buyers and also to financial institutions if you apply for funding to finance your growth.
  2. Trademarks and Patents: As you expand and scale  you need to protect your intellectual property. This is one of the things my Attract Your Tribe clients consider when we are uncovering their coaching and service frameworks, unique languaging and intellectual property. Understand trademark protection is limited. Limited only to the country where it is applied.

What This Means For You

Start creating Standard Operating Procedures (SOPs) at stage 1 but absolutely make this a top priority when you are in the scaling up phase. It is not just good business but protects you legally.

Stage 4: Selling or exiting your business

The last phase is thinking about the next step for you. What’s your succession plan? What’s your exit strategy?

Your legal priority at this stage:

This is the phase where you plug in the holes. Documenting your assets register (this includes online assets like your domain name, your softwares, integrations etc.). Your priority is to make transfer simple and your conditions on exit , such as how much support you will provide to the new owner, is clear and documented.

Its like preparing a farewell party for your online business by the law.

Last Words

So we’ve gone through the 4 phases of the legal business cycle.

And Jeanette has given us a lot of tips on how to protect yourself and your business.

Now I ask you…

Which phase or phases do you need to give more attention or need help with?

What do you think are the things needed to do for your business?

I’d love to know and for you to share in the comment section below.

And you can check Jeanett’s checklist here.

A Special Message From Janet

Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to  and you chose to join me on Romance Your Tribe Radio.


I’m honoured and  grateful for your support.

If you enjoyed this week’s episode, I’d love for you to take a quick minute to share your thoughts with us and leave an honest review and rating for the show over on iTunes!

Read The Transcript Here

Janet Beckers: Hello and welcome Janet Beckers here. And a big welcome to romance. You tried radio and my beautiful, beautiful guests, Jeanette Jifkin. Hi Jeanette!

Jeanette Jifkin: Hi Janet! How are you going?

Janet Beckers: Good, good. Jeanette and I have just been hanging out like a bit of a reunion last week when we were at James Schramko’s conference here. Dad in Sydney, which you know, always feels like a reunion because there’s all these amazing people doing things in business that you only ever see your every now and then and we got to hang out quite a bit, which was really, really lovely. Yeah. And um, it’s just so nice having somebody that is really immersed in the internet business world but in a completely different way because Jeannette specialty is more specifically on online businesses and so talk about huge insights into the industry and things that often us as business owners who are operating online may take for granted or don’t think are important or on the flip side may go have terrible fees around things and they just absolutely stop.

You’re taking action. So it’s really lovely to have someone like you, Jeanette, who’s behind the scenes and knows the consequences of not doing things right and what things are important and what things aren’t. So that’s what we’re going to t talking about today. We’re going to go over, um, the legal lifecycle of a business and yeah, really learn here from Jeanette. What, what things at what stage in your business I’m really, really important. Yeah. So before we do that to net, I would just love to introduce you to everybody here. So, and a little bit about your story because in law and there are so many different areas that you can go into, so led to you specializing in online more.

Jeanette Jifkin: Um, well when I started my legal career, I was actually in litigation. So I was turning up to court. I was in dispute resolution and I got to a point after about five or more years where I realized I was just banging people’s heads together. And there are a lot better ways of doing things. Um, nobody wins in court except the lawyers. And I freely I into that. But there are other ways to help business people. And what I really wanted to do is to help business people. And in doing that, you know, you can do the same thing all the time and you can stay in private practice and work for other people. And I ended up moving into businesses. So I moved inside businesses is in house counsel and learn and you’re like what? It’s like to run a business. Uh, so that gave me a whole different perspective on the way the world works.

And at the same time, my husband’s a computer programmer and he was doing all this stuff in the online space and I was beginning to meet people in your mind space. And I’m a business colleague of ours, said they really didn’t understand what was happening online and they really would like to understand it better. So I started reading up and I found it really interesting. And the businesses, the people who are going online, it’s a really fun space to play in and we’re getting exposed to this huge variety of business and unique ways of doing things in new ways of doing things. And you learn about all these different technologies and it, it was just really fun. Um, so in about 2010, I started actually really focusing what I was doing outside of my day job on understanding the online space. And I started, uh, sitting up in an illegal advisory service for people doing business online and it kind of grew from there. Um, and it turned into eventually in 2015, onyx online mall became the full time legal business that I now operate. And we know we now have other legal staff and a growing team and growing up as a business DSL. So it’s been an interesting journey.

Janet Beckers: Yeah. And you know what I, a few things that I picked up from what you were saying they are, which for people who are listening, I think a really important lessons for you when I’m looking at connect story in, in terms of her own personal business growth. So, not necessarily looking at the legal stuff yet, but there were a couple of things that you did and one of them was that, you know what, I identified that there was, first of all that I liked working with businesses but actually then went into businesses. So you’ve got to really see what it was like. And I love that idea because a lot of times people will go, oh look, I’m really interested in this particular industry. But they never take an opportunity to immerse themselves into it so they don’t necessarily understand it. So their understanding of the issues facing there can be a little bit superficial maybe from having one client with us where they thought, oh, I think I’ll go down this track. So I think that’s really admirable and it’s so, and it’s something for people you know, dear listeners, to think to yourself, you know, is there an opportunity for me to immerse myself in this industry a little bit more? And then I also love that part about seeing that particular niche and really immersing yourself in learning it. So that’s that next stage.

That means that you just haven’t said, oh, this is the business, I’m going to go into it. You actually, you know, evolved into it. And just that very last one, which for me is the clincher in any business. And she said it was fun. I mean, awesome. You know, that’s going to keep you going. So yeah, I just love the way that you chartered the way to where you are now. It’s um, it means for me as from somebody who then is also, you know, Jeanette is going to be helping me with a, with a, an exciting project that I’ve got coming up. And um, you know, you’re, when you’re knowing that you’re gonna be working with somebody, you know, you really want to do your due diligence. And a big part for me is not just what work have they done and who they’ve worked with, but also I like going to be around for the long haul.

Like, I’d like to build relationships for decades with suppliers, not just something that’s a one off. And a big part about that is do they really enjoy what they’re doing? Like have they evolved their rather than, I’m just thinking I’m going to target this niche for a while. So, um, you know, cause it’s, that’s really, really common, you know? Yeah. And it’s niche choosing. It’s a huge amount of effort from my perspective. That’s a lot of effort that would have to go into, I’m just going to do this need for a while. Yeah. Yeah. But you know what I mean? And this may be, I, I can relate to this because I had started going down niches that did not give me joy at all simply because the numbers stacked up. How low, how to convert your car to LPG guests who yeah. Who gives a toss.

So, you know, there’s no, there’s no way that I was living in a stay in that industry for a while, even long enough to launch the program. But you know, so that’s something, but you know, if you’ve ever been in that situation, don’t beat yourself up about it as it’s just part of evolving. But yeah, really think about sometimes you might look back at what you’ve been doing and taking know my pastor, he was 10 or 15 years. That’s good. You know, coming from a solid background. Yeah. So thank you. Thank you for the insights into the business woman behind Jeanette, the lawyer. So now let’s look at, um, the problem that people have got, which is when it comes to online business, there’s, you’re not only have the legal sides that go with just business in general. There’s also the really specifics to online.

And I find, um, people tend to fall into two groups. They’ve either gone, oh look, I’m so, I need to know to protect myself. I’m really worried about so many things and I’m worried that I’m going to be caught up in some legal issue that I’m not protected against. And it can be enough to stop people actually going online. And I actually, surprisingly from a lot of the people I know, I don’t think that’s the majority because I’ll get a lot of those people, but they’re not necessarily the majority and they’ll, they’ll have a lot of fears stopping them. The other side and my hands up here a lot well is the entrepreneur who just get me out there, the optimistic sort of like, yeah, let’s make this happen. We’ll go on, look awake at that legal stuff. I’m going to be fine. Totally fine. Or I’ll just go out and look around as many websites as I can, copy, paste, copy, paste, copy.

I actually suspect that that’s the majority of us. So what would be really good is, so if we were talking just before we came on at the house, the, you know, that’s actually a lifecycle, a legal lifecycle online. So keeping in mind that, and I’d be really interested if you’re, when you’re listening, like which of those two camps or do you fall into? I’d love to hear it, you know, just however it is that you’re going to comment down below, send as a message, whatever it is. Just share and let us know. I’d really like to know. So knowing that this is probably the two fields, the directions people are coming from, let’s dive now into the four stages in the lifecycle and let’s see if we can have a look to help people in both sort of camps and like things that they need to be aware of at each stage. So, um, over to you babies. So what’s the first stage? So the first stage is really setting it up.

Jeanette Jifkin: Yeah. Your startup phase and exactly what you were saying. You’ve got the people who are consumed with fear and the people who just run with it. And there are, there are risks and opportunities in both camps. So, coincidentally I’ve worked with two people in the sort of consulting advisory space, um, both with some health aspects to their service delivery in the last six months in those two different, so the first one, well it’s actually in a regulated health industry so it has a whole lot of compliance issues to deal with and was terrified of the whole online aspect of doing business but needed to be there because there was a demand he had able to find her services and all of that sort of thing. So the way we worked with her was understanding the compliance. And I have a background in health in Australia, so I, I’m familiar with the national system.

I’ve been on some regulatory boards at a national level. I, I haven’t really good understanding of, of health space in Australia. So I was able to work with her and what we did is we did a complete review of her website. We tweaked some words here and there. We gave her a structure and some strategy on how to work forward with that. And we put in place all of the minimum compliance things that she needed in order to move forward with their business. So that, that fitted with her budget at that level. But we also gave her, pardon me, some sort of where to go in the future. So if this happens in the business, here’s some things that you can consider and if this happens in the business and so on. So that the, she had a framework where she, you know, she was comfortable with where she was at right now.

She could launch what she was doing and she knew where she was going and when she could come back to us in the future and sort of say, okay, move forward is what we need now. Um, on the other end of the scale was lady just launched and coincidently had no health qualifications whatsoever. Sorry, 30 years of experience. Uh, her own learning, her own training, her, all of these things. But no, no university qualifications, no specific, you know, things that she could rely on. And she just launched and she made a whole of promises on her website and it terrified me to be honest. I’ve seen clients soon and had to pay vast sums of money or we go bankrupt or both. Um, because they’ve made promises that they can’t then back up and they’ve made them with good intentions and not knowing the risks. But for example, client um, made some representations about cancer and said they had a particular service which could help identify markers for cancer and the cancer council discovered them and got very upset with them and reported them to the regulatory body, which then took them to court and sue them, which meant that they ended up with 300,000 with the fines. They believed in what they were selling, but they weren’t able to produce for the court’s benefit. Medical Research reports that supported what they believe.

Janet Beckers: Right. So for the startups then, if we think about, sorry, you effin for the startups,

Jeanette Jifkin: if you’re in a regulated industry, you need to be more careful.

Janet Beckers: Yeah. And so what would be the main things, like would they need to perhaps look at some regulation body that we’ve got and see.

Jeanette Jifkin: That’s great place to spot. Yeah. So if you’ve got a membership organization that supports your industry, um, they usually have a huge volume of resources to help you move forward. And if you’re already paying membership going, use those resources for goodness sake, please. Because they’ve done the work and they normally work with legal firms. I work with a couple of different industry organizations as well, and we help create templates and all sorts of things for them in this to you. Um, so that’s a great place to start.

Janet Beckers: Yeah, that’s brilliant. And what is your look, I’m just looking back to when I started and we’re going back quite a while now.

Jeanette Jifkin: You know, I’ve got a degree but nothing to, with what I’m doing.

Janet Beckers: And I, you know, at first of all, it started with me just interviewing the most successful women I could find. So I wasn’t necessarily making promises because they were the experts. But when it, things started to evolve into people saying, Janet, I want you to coach me. And then Janet, can you share step by step how you got your results? Again, there’s no regulation body and I just kind of went, yeah. Okay. Um, so and I’m sure that there are a lot of people listening that are in or a similar theme that they’ve kind of, you know, you haven’t gone and done a qualification, but you have got experience, you’ve got runs on the board, you’ve got results either for yourself and then you’ve got results for other people and then you can go forward. So what would, for that startup, what, what would be ways that you can protect yourself from examples such as you gave? So it may not be necessarily in health where I can certainly see, absolutely really come in. But if your say more of a business to business perhaps even or um, or you might be a life coach. So business to consumer.

Jeanette Jifkin: Yup. So in those situations where you’re offering a service based on experience and based on past successes, the clearest, best thing you can do to protect yourself particular online is just have a disclaimer find. If you go into websites, often in the footer, there is reference to a privacy policy or legals or terms and conditions or whatever. Put a link to a page that says disclaimer and what the purpose of a disclaimer is just fundamentally to let people know what you can do and what you can’t do. And in that document you can pull back on any promises. So what you’re saying is, you know, I’m, everything I tell you is based on my experience, but your results are going to depend on the actions that you take. Um, I can’t promise that you’ll get the same results I did. You know, I don’t know what you’re doing.

I don’t know how you’re applying the information that I’m giving you. So I’m giving you the information based on my experience, what worked for me. I’m not promising it’ll work for you. I’m just sharing what I did and great. Yeah. So that’s fundamentally what you’re doing in a disclaimer and you can do it. I’m all for people doing it in plain English because we communicate with each other as human beings. And the purpose of a disclaimer is to remove an element of confusion from your customer. So imagine explaining what you’re doing to your customer to ensure that they’re not at all confused about promises you are making or not making. Yeah,

Janet Beckers: That’s great. I love that whole keeping it simple in language that people can understand because you know, and that’s like, you know, for us, we are the link we have on our website. It’s called legal blurbs because really that’s how I think of it as legal blurbs. And um, and I love that. Really simple. You know what? You know, sometimes I’ve seen people that have put their going, you know what? I’ve got these results and I had, you know, this is what I got that for all I know you’re going to sit on your butt and do nothing. Or they’ve actually used that kind of language. I love that. I think that’s brilliant because you’re,

Jeanette Jifkin: you’re not did the whole purpose of the disclaimer is to demonstrate, you’re not aiming to mislead anyone. What you’re aiming to do is share information with people from a really honest, authentic position. And exactly, you can’t influence what somebody else does. You can do your best to help them, but you can’t guarantee they’re going to do what you ask them to do

Janet Beckers: when you get the best too. And so just one more thing on that startup and it probably counts for everything else as well. Yeah. One of the questions that I get asked a lot from clients is when it comes to case studies and testimonials, yes. And protecting yourself and making claims. So do you have some advice for people on that? Yeah.

Jeanette Jifkin: Yes. So definitely if you’re in a regulated industry, you need to go and check back on your industry compliance regime. And that that’s not necessarily legal. There are ethical obligations that overlay legal, so they’re right legal, Trump’s ethical, uh, in a court of law, right. In a membership organization where people can kick you out of the membership organization and you want that little badge to give you credibility, I think is most important to an organization like that.

Janet Beckers: That’s a great distinction. I love that. That’s good.

Jeanette Jifkin: Well, I where as I say, I work with industry organizations and you’ve got to be really clear for members as to where the responsibilities lie because they have to be legally compliant. But they also have to understand that from an ethical position, this industry organization is trying to hold you as a, you know, a cut above the general riffraff. Um, they’re setting a framework for you. Um, and what you need to do is go and look and see if they say they have any commentary around advertising. Because a lot of industry organizations are very conscious of how people represent themselves to the public. And they will give you a framework and I will say, no, you can’t do this. Um, or maybe you can do that, but there’s certain ways you can do it. So again, the health industry is highly regulated in Australia. Health legislation says you cannot use testimonials

Janet Beckers: The legislation, I know, and it really does marketing opportunities for people. I attract a lot of people who were in various health industries as you do as well, Jeanette. And it’s a big frustration. Yeah. Yeah. So, so that’s a good one for people to know, especially for my Australian friends, yet testimonials in the health industry, you can’t do it.

Jeanette Jifkin: And if you get testimonials, so if you’re talking about your own business and you get a testimonial from someone and you read it and go off, that’s a bit over the top. MMM. That’s probably a key indicator of what you should be using and what you shouldn’t. Um, you know, if you think it’s over the top when someone’s talking about you and it’s not just an ego thing or that’s, you know, I couldn’t possibly say that. Um, if it is all that just gone to the extreme, don’t use it. Yeah. Edit it and ask for their permission to use the edited version because some people think they’re being extra supportive by being over the top. Yeah. Um, I have actually used a number of testimonials that way. I’ve gone back to people and said, would you mind if I edit it and use it in this way?

Janet Beckers: Mm hmm. So that’s another really good point is with the editorials, with the testimonials, I always as as good manners go back and say, Oh, do you mind if I use this on my website and here is the wording that I’m going to use when I do that. Is that a legal requirement for people to do that? Um, so

Jeanette Jifkin: it depends on whether it falls within misleading and deceptive conduct. So the key thing there is actually something written in Australia and legislation again, which says you can only use testimonials from real people. Yeah. Scary that that had to be written into ridiculous Lee Street. And also in terms of testimonials that you must have the authority of the person giving it to use it. So people might give you a testimonial. And one of the things that I, with terms and conditions on websites where people are getting them through websites, we usually say that we reserved the right to edit them for length provided that we don’t change the context. Right? So that’s the key thing. You cannot change the context or the the meaning of the testimonials. So if for example someone gave you a testimonial for a particular service and you just cut out the fact that it was for that service and just made it as if it was generally to the services that you’re providing or you’ve finished that service, so you cut that out so that it sounds like it applies to the service you are now offering. Yep. That’s actually you can’t do that. That is misleading and deceptive conduct.

Janet Beckers: That’s interesting. And one more thing on the testimonials and then we’ll move onto the next one. Yeah. A really common one now is people may give you a testimonial, not necessarily saying here is a testimonial, but they will be on say Facebook and it will be a public post. Like, it’s not just even to friends, it’s something that’s public and it’s a comment and they have put something that you go, whoa, how fantastic is that? Like, Hey, I did, I’ve got this amazing result from this program that you did or this opt in or this advice you gave. Um, now with those, I’ll always go back to people or contact them, say, Hey, I just love what you did. Is it all right for you? If I take a screen grab of that and put it on my website, is that okay with you if I just use those words again, because they’ve put it in a public forum. Can you just screen grab it and users like do you have to then get permission because they’ve actually done that very publicly?

Jeanette Jifkin: Okay. So there’s, there’s a couple of different aspects to that. Surprisingly. So one, the screen grab, if you’re taking it, for example, from Facebook and you’re putting it onto a website, you’ll potentially breaching Facebook terms and conditions. Oh, oops. Because what Facebook terms and conditions say is that you are, you weren’t, or you promise that everything you put on Facebook, you have authority to put on. And by putting something on Facebook, you authorize every other Facebook user who has access to that to reshare it, but you have no authority to take it outside of the Facebook platform. Oh, okay. Okay. So if you want to take something from the Facebook platform and you want to put it on your website, then it is best to go back to the person and get their permission first. And again, if they’ve made a public comment, which you then want to leverage into your marketing, ideally you would get their permission to do that.

And you can just do that on an email, but keep a record. Um, and it’s just good practice. It’s, you know, it’s a better way of doing business because you’re engaging people in your business, you’re giving people credit for, you know, sharing about you. Hmm. MMM. And you just, I just think it’s a much better way of doing business. And from the legal perspective, it is better to have their permission to reuse that information. Um, in theory, they own copyright in the comment they’ve made. It depends on how long it is. Um, so if you reuse it without their permission, you could be breaching copyright. So it’s not just a representation matter, you know, that’s why what I was saying about there being a whole lot of layers of different.

Janet Beckers: Yes. Oh look, I’ve just rest, well, I mean, not always ask permission anyway, but that’s a really interesting one. So Ben and we’ll even to use the screen.

Jeanette Jifkin: Well, um, unless you have a system to demonstrate that you’ve got permission and uh, you, you know, you’re doing it in an unauthorized way and that’s why Facebook says you’ve got no authority to take it out because they, that is based on their terms and conditions. So their terms and conditions say that if you put it up there, you give permission to everyone within that platform to reuse. But if you take it out of that platform, they have no control. And that’s why you have to go back to the person to get their permission.

Janet Beckers: That’s good. Does the thing that I like about having a screen grab, and I’d always ask people permission anyway. Is it, um, it’s, it’s authentic. People can go, oh that actually was real. She didn’t just make that point. Okay, well let’s move along because otherwise I could spend forever just talking to you about these sorts of things. Cause I get these questions all the time. Is that before we move on to the next stage, is there anything that we need to add in for the startups?

Jeanette Jifkin: For the startups? Okay. So the most important thing, particularly for the Sketti scaredy cats who are afraid of going into business because they don’t, they don’t know what they don’t know. The key thing is look at where you’re making money and predict where you’re making money. Right. Okay. Don’t stress about everything. Just focus on, okay, what is making me money and do I need to do anything to predict that. So for example, if you’re a consultant and you’re offering consulting services and one of the problems that you come up against these, you charge people say a monthly rate for four months minimum and after a month they say they just stopped paying but they still expect to get services or something like that. If you’ve got a really clear terms of engagement for the way that you work with them or they work with you, you avoid those discussions, you avoid those issues because it’s really clear, like we had a conversation around installment agreements versus memberships and subscriptions and that kind of thing.

If it’s an installment agreement where it’s a set price but you’re allowing them to pay it over time, then you make it really clear up front that they have to pay the whole amount. Yeah. From the we from the time they start as opposed to getting halfway through and saying, actually life got in the way and I need to go do other things. They still have an obligation to pay the balance, so it’s about protecting that income, do what needs to be done to protect that income. Everything else can wait. Um, you know, and then you timetable every three to six months. Okay. Where do I perceive that I have a problem or a potential risk that scares me and what can I put in place now to protect that? Because, um, you know, I’m ready to take that next step.

Janet Beckers: Oh, I love it. That is brilliant advice. And you know, the example you just gave a perfect one. Um, yeah, because that’s not uncommon. If you’ve got given something, that’s why I don’t do 12 month payment plans anymore for something because people very often a finished implementing within six months and then again going, why am I getting paid for this? Oh, it’s a membership I don’t use anymore. I’ll just let them know, I’ll just want to cancel my membership and then you have to get back up and that sort of maybe ship. Um, so it is a confusion. So yeah, that’s, and it’s great to be able to go say, hey, you go, that’s where you agreed that it was a, a payment plan. So honor your commitment. Yeah. Really Great. Wow. Thank you so much Jeanette. That’s great advice. Look where you’re making the money from. What can you do to protect that? Love it. Um, all right, so the next stage.

Jeanette Jifkin: Hmm. So the next stage is, um, business consolidation. So particularly as a startup, you might be trying this and that and the other to try and, you know, see where you’re going to get traction, how you’re going to move forward next. Um, and then you get to a point where you go, okay, this works. That doesn’t, I’m going to continue with that. I’m not going to continue with that. Um, I saw one of the, um, groups that I’m involved in actually superfast business. Um, there was a forum post from someone who had trialed something that invested a certain amount of money. They trialed it three months and they went, actually, that’s just not making the return I need. So I’m going to Canada. Mm. Um, you get to a point where you’re consolidating your business. So what you need to do at that point is you go, okay, what are the relationships that I have in the business now that I need to keep building?

So that might be at this point you might decide maybe I want some premises, whether did they, you know, in a coworking space or a startup space like Fishburners or something like that. You know, I want to go into one of these spaces. What type of agreement, what relationship am I going to create in doing that? And that’s where you suddenly come up against documentation. So I’ve got a license to use this space, which means it’s not exclusive. I can access this area but I can’t keep other people out of it. Or I have a lease of this space which you easy exclusive, which means I can keep other people out. Um, or I am going into a joint venture with someone and we’re going to commit to doing

Jeanette Jifkin: X, Y, Z in order to reach this objective. And we’re making that commitment for at least 12 months. All these sorts of things are consolidating your brief business, bringing it together. And if you don’t have some sort of process about how do I measure and how do I chick that this is working the way I intended it to work. And do I know what my ongoing obligation is going to be. So for example, you sign up for premises leases, uh, three, five years, you know, a lot of that’s a big commitment yet if you’re looking at that kind of commitment, for goodness sake, get it reviewed because that could be 20 grand a year for five years. Yeah. And it’s not, leases are not things that are easy to get out of that commitment can be, even if you decided you want to add at the premises, you may still have to pay that commitment until they get someone else in.

Janet Beckers: Yeah. Oh look, that’s such great advice. I mean an f for an online business that may not be one of the things that you’re initially starting to think about, but you can be developing there. And you know, I just have a perfect scenario where a lovely friend of mine, two couple of days, um, and because you’ve got a really good deal, if she took it for longer, that’s what she did. Um, and has since become exceptionally unwell that she can’t be in that business and, but she’s tied, you know, it makes it very, very difficult to then also sell it. So, um, that’s great advice. That’s great advice. And with people who are like an online business when it comes to that consolidation of phase, um, he may not be offline. I really liked your advice there are around joint ventures because very often that’s where you may go a lot as you started to grow. And for that phase there, it’s when it’s really coming to businesses that are online, is there anything else that they really need to be looking at at this consolidation phase?

Jeanette Jifkin: So are the consolidation phase, what you want to look at is if you’re going into particularly working with someone else or even software, you know, if you want to implement a particular system, is that a longterm thing you’re looking at implementing and what’s, how do you get out of it? Um, so they’re getting out of it is really important. But in terms of, particularly for going into a joint venture, if you’re going to do that internationally, which is often the case for Kong business, be aware of the limitations in if anything goes wrong. Yeah, so for example, um, we’ve done one recently for uh, a company in the UK has gone into a joint venture agreement with a company in Canada. We here in Australia, I’ve put together the documentation to support. Truly, yes. Oh absolutely. That’s what I say. It’s a huge bundle of fun what we do.

But we had to take the parties through the fact that being in different countries, they are very, very similar laws because they’re all based on Commonwealth law out of England. But Canada has developed, so they have different laws in different jurisdictions and we had to go through the whole process or if something goes wrong, what San dispute resolution so that it is not just cost effective for the parties but also effective in terms of resolving the dispute that they need to resolve in an international transaction like that. It’s often geared toward arbitration. And what that means is you are point a party. It’s still expensive. You appoint a third party arbitrary, they look at the matter and they make a decision and you decide that’s binding. But then you’ve got to then enforce a decision. And this is the thing what you’re doing in businesses.

You building relationships. And I had this conversation with someone this morning. Look at the relationships in your business, particularly in the consolidation phase. How do you protect those relationships? Because if you look after your relationships, mmm, you’re less likely to have to go back to documentation and say, but this said and you’re not. And you know, keeping communication, um, keep on the same page with people. The documentation is there because we all have filing memories. Um, very few people remember what happened last week. You know, two years down the track, 12 months down the track, you go into a deal, you want it documented so that you both,

Janet Beckers: yeah, that’s a great distinction. Yeah.

Jeanette Jifkin: Yeah. But if you’re referring back to that documentation because you’re not happy, have the conversation first, focus on the relationship, not the documents. That is brilliant because it’s the relationship that is going to take your business forward.

Janet Beckers: Yeah, that is such great advice. And if you know for people who are watching this on the video, if you’ve saw me nodding when you were talking about international joint ventures and that is expensive and it’s difficult because it’s different law. That was maybe it was only two times when I’ve been burnt, burnt with joint ventures. They were in a different country and one of them, the relationship wasn’t that strong anyway. It was more an opportunity. So I just, I wasted a lot of energy and so did all the other people in the joint venture. Never saw the money I was out of pocket 10,000 up front, but then also travel and stuff, you know, to be in this documentary that anyway, really not very ethical people, but you know, there was nothing I could do. I just had to go, you know what? That sucked. That was a good lesson. And another one was, there was a strong relationships. So for me that was an incredible betrayal. Um, and so it was very an interesting, you know, that going down that relationship mode and where I thought, well, okay, it’s not worth the few thousand dollars that I’m out of pocket here, but the relationship that’s really, really sad. So that’s a really good, but I’ve done so many joint ventures over the years, so many, and to have two that didn’t work, you know, that’s pretty good odds. But if he’s overseas, yeah, it’s like be aware of that.

Jeanette Jifkin: So that’s, yeah, really, really good advice today. Isn’t that funny? As we’ve been going through each of these obviously are, we’re working through the stages that I’m out. Okay. Oh yeah, I can feel that. I remember that. That was awful. Yeah. I should have known you back then. Um, so let’s now move to the next stage. What is the next one? So the next one is scaling your business. So you’re looking to grow and this is actually where we’re at at the moment. Um, so the kind of things that we’re looking at in particular our systems, processes, intellectual property, how do we really look at the value of what we have in their business in order to leverage it? Right. Um, so we’re looking at, uh, making sure that we have our systems and our processes documented because if you’ve got them documented, then you can share them with more people and we’re bringing in more staff now and bright really small team and I could individually try and the staff, that’s fine.

Yeah, we can see that in the next 12 months we’re going to get to a point where me individually training staff is probably not the most benefit to the business. Um, so if you document, and this is again, we’re talking about our friend James. What he does, he sits out, um, standard operating procedures. Yeah. Creating that so that you have, it’s basically you’re creating your operations manual. And our business, what we’re doing is we’re actually setting up a Wiki, right? So our Wiki, we’ll have everything you do in our business. And as we create more things, he’s more processes on how to do it. And it’s to ensure that we get, you know, in terms of building your database, your online database, because we want a paperless office. So all of our information is online and it needs to be consolidated into project managers. So, or our, you know, our legal files and if you know an email doesn’t get filed, that’s a problem.

So we need to make sure there’s a process to double check to make sure all of the emails get filed to the projects and that kind of thing. Um, so it’s sorting out your operating procedures, it’s sorting out what your business looks like. If you had to show it to someone from outside, um, what would make them want to invest in your business? And this is why, I don’t know if you’ve noticed, but a lot of the banks that you deal with published their own business planning frameworks. So you can go to any bank website and if you search business plan, you will find that they have their own template, right? So if you think you want to borrow money in your business to reinvest back into the business to help scale the business, go to your bank’s website, find their business plan, put your business plan, therefore mat, because that is going to hope you go and talk to them about them lending you.

Janet Beckers: Oh, I love it. Oh, that is a great tip. You know what I, he’s found really interesting about this thing here because again, I can’t be going, yeah, that’s how big thing here at the moment is our, our operations planning and changing the format because the format we’ve had has become not working so well now that it’s growing and we go to the next stage. So it’s, it’s an interesting outcome sort of going, oh yeah. Okay. Up to this stage. So this is interesting because I’ve all, I would always have put that thing of, you know, putting me off your, all of your operations in a format that your team can use and that you know, you can change. You know, who’s got access to it. For me that would have fitted under the, the, the, the hat of like business operations. But I had never really thought of it falling also underneath the legal well how many you got.

Jeanette Jifkin: Yeah, exactly. Because if you think about it, if someone cause in scaling a business, what you’re trying to do is create value and for whatever future you want in that business, whether it is you think you might sell it in the future or you want investors to come into it or whatever your end game is going to be. I mean for some people it’s, it’s listing on the stock market, um, or get getting venture capital or, or whatever it is. Whatever your end game is. Um, that’s how you demonstrate value in your business because you were able to say to people, yeah, we can hand over our business as ease and particularly an online business hadn’t made the online businesses than a low touch in terms of automated as possible. Generating revenue. They’re worth a lot of money because you know, people don’t have to do a lot to keep them working and they’re worth more money. If you explain to people exactly how they work and what your future plans would be if you kept it.

Janet Beckers: Excellent. You know what I love about this is when we talked about the startup, the focus was on protecting where you’re making the money. Yeah. And as we’ve developed, we’ve gone into the consolidation. It’s very much protecting those relationships that are helping you to consolidate and build that strong business. Now we’re looking at not just protecting what you’re doing now, but forecasting on where you have got potential to be making money, um, and preparing yourself to be able to protect and present that protecting

Jeanette Jifkin: the whole of the business. We’re protecting that thing that you’ve created because in startup you don’t really know what you’re creating. You’ve got an idea and you are you still learning and in consolidation phase you’re getting rid of some of the chaff and you’re really focusing on, on you know, where the business is going and what you’re going to achieve. And in the, in the scaling phase, you’re going, okay, yes, this is working and we’re going to ramp this up to add value. So you’re putting in place of things that protect that value in the business.

Janet Beckers: Excellent. Oh, I love it. Yeah. And so we up to the next stage, we’ll also just in that stage, Yup.

Jeanette Jifkin: Protect it, not just systems and procedures, but you’re an intellectual property. So your systems and procedures are one aspect of your intellectual property, but you also have, you might have a brand that needs to be protected at that. So you might want to look at trademark protection. Um, I don’t talk much about Payton’s made me because they’re very expensive to get and you need to have the money to enforce them to make them worthwhile. Yeah. Right. That’s a good point. Very good distinction. Pike’s work where you’ve got pharmaceuticals, which you’re going to generate, you know, vast sums of revenue for many, many years. They may not be worthwhile getting for something that doesn’t have that scope. Yeah. It’s worth, if you think you need a patent or you want to, Peyton, it’s with talking to a patent attorney. Um, but you need to understand if you don’t have the money to enforce the Peyton, you may have gone through that process, mental, that money and achieve that goal only to lose it because you are not enforcing it.

Janet Beckers: Yeah, that’s a good point. Um, just on the trademark one, that’s actually one of the ones that I have done and it wasn’t necessarily like I’ve got wonderful web, wonderful with everything that brand with kind of retired now, but romance we’ll tribe. I tried that years ago. I’m simply not necessarily because you know, it’s like a paper and you’re going after fighting it. But it was an important thing because I witnessed a clients who they were using a brand that they’ve made their whole website on. Um, and then somebody else who had that, you know, went to them and say, you’ve got to change this. They had to close the whole business and start like rebrand again. And I thought, you know what, I’m not going to be in that situation. I’m going to. So like a defensive rather than like an aggressive sort of, you know, painting, holding. It was a, I’m just going to protect myself so I can say I was here first Sunday. You can’t tell me to stop.

Jeanette Jifkin: And that’s interesting because it’s different in every country, right? Trademark protection is, is jurisdiction and limited. So you get trademark protection in Australia, it applies in Australia. You get in the US, it applies in the u s unless you’re dealing with Facebook and they just think that US supplies everywhere. I have small issues with that. Uh, you know, if you get it in the UK at applies in the UK and the law is different. So in Australia we can actually get a tried Mac three years before we start using it in business. But in the US you can’t and you have to demonstrate that you’re already using it in business before you can get your trademark. Oh, interesting. Yeah. So if you need to be aware of how it applies in the country where you are. Um, but one of the very, very simple things you can do in the startup phase is do some Google searches and see who else is out there and, and what they’re using.

Because even though they might be in another country now with the scope of online, they could be here wherever here is for you next year. Right up white. That’s an excellent point. And I’ve had that problem with the client. So we had a client who was sourcing a product from the UK using the brand from the UK. It was trademarked in the UK, wasn’t trademarked in Australia. He was operating that business for four years. There was a different trademark holder, same trademark, same product, everything in the US. They came into the Australian market and they registered the trademark here in the Australian market. And then 18 months after registering, they went off to my clients and you’re breaching our trailer. Now there are technical legal rules, which meant that he probably could have continued to use it. However, that would have meant three years and 150,000 in court.

And no certain answer cause I tell people you, you chances in court and no better than 50, 50 regardless of the strength of your case. The whole, yeah. So what we did with him was we sat down and we went, okay, where’s the money in your business? And the money was not in the brand. The money was in the database. So we protected the database. We made sure that he could shift the database. We got him to rebrand his business, which did cost him 40 grand, but he spent $40,000 and we gave him 90 days because 90 days is enough time for him to get the job done, but not enough time for them to not watch proceedings for them to launch proceedings. So, you know, the whole timeframe doesn’t negotiated that. And within the 90 days he rebranded his business. It cost him 40 grand to rebrand.

He kept his client base. He didn’t lose any revenue at all through his business. Um, he spoke with his supplier in the UK and they rebranded everything he was being supplied because of this, we negotiated the ability to sell whether you already had branded and these sorts of things without having to make an account of profits. So we basically restructured his business in 90 days. We avoided going to court. He kept all of his revenue and he kept his business and then they had demanded he handed over his domain. Now we got to buy his domain name.

Janet Beckers: Oh good.

Jeanette Jifkin: So then his legal fees were reduced because he got that recovered that money back in and buying the domain name. That’s a different strategy for doing business and that’s part of your consolidation phase. If you think you’re going to have a problem with a brand, then look at where the value is in the business and if now is the time to rebrand, now is the time to rebrand.

Janet Beckers: I love it. You know, the thing that I really love again is you have reinforced where is the money in the business? What do I do? I really need to protect everything. I love it. That’s a really, that’s such a great approach to anything in your business. Like where is the money? Where do I protect, where do I focus where? Yeah. That’s brilliant. So we’ve had a mood rattle onto this last one. This is just given the most amazing, but this is a total masterclass. So let’s move on to the very, very last one. Um, and we’ll just do that one very briefly. Yeah.

Jeanette Jifkin: Yep. So the last phase is selling or exiting your business. You need to start thinking about what’s your succession plan, what’s your next step? Because everybody runs out of energy at some point. Unless you’re red. John Paul Getty and he died in the office at 84 years of age while he was still, oh, CTO of the company. Oh, bless his socks. Oh yeah, exactly. So some people have the energy to continue their business indefinitely and they hang onto it for that period of time. But if you’re not that person, what’s your exit strategy and how are you going to implement that? So your, you’re getting ready for sale is not necessarily sale. It’s getting ready for exit and what you’re doing is if someone was going to purchase from me, what due diligence would they do? How would I then you my business, um, where are the loopholes in my business or where, you know, where are the young tiny things in my business where somebody looked at it, they’d ask questions. And so it’s, it’s you going through your business from that perspective. You, you try and take that third party perspective and say, okay, I’m an outsider looking in. How do I make this the best, you know, irresistible for someone else to want to bond. And you know what, some people, they get to that point and they go, Hey, actually I’ve got a great business here. And it gives them a whole new lease on life

Janet Beckers: that actually happens to a girlfriend who’s been a client yet did the same thing. I want to go to stop my passion business. I’m going to get this other business systemized so I can get a good sale and sell it. So he got it all systemized and everything perfect. [inaudible] this is actually really easy to run now. I can do both, you know? Yep. Yeah. So, um, yeah, that’s a great point. And so again, you know, you’re looking at where is the money, but in this kind of it’s like where is it that I can lose money in the sale? Like what would make the sales, so plugging those holes, those obvious things. Brilliant. Is there anything else at that point? So you were just now that one quickly. Is there anything that sale point that’s that last stage, the exit stage that we should add?

Jeanette Jifkin: Um, I would just make sure it’s hard work, but go through and document your assets, make sure you have your asset register and the assets, all your online assets. So your domain name is an asset you’re hosting is an acid. All of the software that you have access to, your integrations, all of that. What you’ve got to do is look at, if I changed business now, if I sold what links break, you know what? So you might have a subscription to a particular piece of software or you have your hosting in a particular place. All of these sorts of things. What’s going to happen to your business if that moves because you need to address those issues for the buyer.

Janet Beckers: Yeah. That’s great. Yeah, that’s really, again, it’s interesting. I’ve, I’ve sold one business, my first business that, um, and that was a really interesting process of making sure I had all of that cause they were going to move it to different hosting, different people. We’re going to be doing things. And the other thing that I found was I’m so pleased that I did beforehand is because I was over that business by that time. That was my internet art gallery. Like I just take it, just get rid of it, you know, but you know, give me a lot of money first.

Janet Beckers: I was, it was good because they were, they weren’t very organized. The people who took it over so they will contact and going, we need the login for this. And I went, remember it’s all on that one document. Every single thing is there. But I also put into our agreement that they could only contact me for help for one month after that. That was it. I didn’t want to have a single thing to do with it. And it was really, really valuable to do because there’s a lot of people I know who’ve sold a business that all based in up consulting back to it. Unpaid. Yeah.

Jeanette Jifkin: And you named very clear framework in your sal documentation to say, we will provide this kind of assistance. So I’ve done one recently where they’ve actually offered 18 months of support. Right. But that 18 months of support is limited to two hours a week per week, maximum. Excellent. And it doesn’t console, you know, it doesn’t add up. It’s two hours a week. If you didn’t use it this week, it’s expired. We’ll give you up to two hours a week and it’s only on the phone. We’re not coming in, we’re not doing it. You know, we’re not hands on, we’ll speak. It will talk you through it. We might share screens, but that’s it. That’s the limit.

Janet Beckers: Yeah. That’s brilliant. That’s really good to know because if you’re like me, like you think I’m over this business, I just think, oh no, I don’t even want to, you know, I just want to remove this from my own life. But um, oh, that was just brilliant, you know. Thank you so much for staying a little bit longer and thank you everybody that has stuck with us for this point because honestly, Jeanette, this has been like a total mass class rather than just a simple intro, um, podcast, which is really because you know what, as you can tell, like Jeanette knows her shit really you. So there’s a few things I know for, you know, Jeanette is going to be the person that’s going to be helping me with, uh, with a new revenue stream that I’m gonna be bringing into my business that I want to make sure that I’m protecting and setting up really well for, for all parties involved. Um, so, you know, that’s, I know I’m absolutely confident that that’s going to work out really well. So Jeanette’s differ. There’s two ways that people can help you. So there’s one way where they can go and check you out. I know that you’ve got a checklist and we’re going to call it here,, one word, legalchecklist. So what will happen when they go there?

Jeanette Jifkin: Okay. So when they got there, what they’ll find is a pdf and it gives you a whole string of questions. I can actually tell you how many it gives you 15 questions and you can also score yourself on those Christians and they’d see it looks at your online presence. So what you’re doing is you’re going through and you’re answering questions relating to your online presence and it gives you a score at the end and it also gives you a rating zero to 20. He’s your writing and here’s what you might do with that. Um, so yeah, it’s a, it’s a free download and is to help you just self assess what you’re doing in your website particularly, um, and it can help you identify where you might want to take some steps to predict what you’re doing.

Janet Beckers: That’s brilliant. And I love that idea because you can just get an idea and go, oh yeah, I need to fix this up. Like I always find through any of those checklists, those I get, those are hearts of. So that’s best practice just by the questions. So absolutely go there to Now also you were telling me that you’ve got, um, a, I mean we won’t go into exactly what’s in it and the pricing or whatever because this is, this is going to be a masterclass that people will be referring that to for years. So at navy will change, but you’ve got a fantastic, um, service that is, you know, a really great intro price that for people to be able to see where they’re at that stage and what, what things that they, you know, like, uh, an a bit of an assessment. So can you just go into detail on that because that could be a first good, good first stage that people could come to you for.

Jeanette Jifkin: Absolutely. So we’ve got a business legal lifestyle checklist. So what we do is we work with you through that because as much as it’s, you know, it’s developed by a friend of mine, Jeremy Stretton, and he’s tried very much to keep it plain English, but there are still some things that make much more sense to a lawyer. Um, then may make sense to a live person. So we will talk you through that on zoom or over the phone or whatever. And at the end of that, it spits out a report and the report tells you where you sit on the lifecycle of a business. So those things, we were just talking through those four different stages. It shows you where you sit on those four stages and it gives you a percentage of, in terms of the startup phase, he’s all the things that you might want to put in place as a startup and what percentage of those things you’ve done.

So if, you know, if you’re at a scaling stage and you’ve only done 20% of startup phase, there might be some things we can fix there. And it gives you a checklist at the end saying here’s some action items that you need to action. Right. And as part of that, because we’re focused in the online spice, particularly in that questionnaire, is not, we’ll also give you a report which says here’s your online relationships and he’s the kind of things that you can put in place to protect them and also his costing around both so that you have an idea in terms of forward planning or want to implement this. Now, that unknown I’m going to need in six months and I know what kind of money I need to budget for it.

Janet Beckers: Yeah, I love that idea because a lot of times I just assume that anything that I’m going to do with the lawyer is going to cost me tens of thousands of dollars. And you know, from our discussion that we were heading the other week, I’d surprisingly, it’s not necessarily going to be like that. So that’s really nice to have a reality, like a true number of [inaudible]. When you’re ready to do this, this is what you’ve got to budget for. So that you know, so that is a great way for people to start. So where can people find to Jeannette so that they can talk to you about that or to get help with anything else.

Jeanette Jifkin: Okay, great. Um, so you can find me at And the best thing to do to get a quick response is to go to our contact page. So that’s forward slash contact dash us. And on that page it just asks you to give us your name, your website, and some details. And that makes it really easy for us to have a quick look at who you are, what you’re doing, and then booking a conversation with you or whatever it is that you want to achieve. We can, we can step out and say, well, he’s what you want to achieve. He’s the kind of cost it’s going to cost you. Do you want us to get started or do you want to timetable into the future? What do you want to do with it now? Yeah, sorry. That’s, that’s the best way. So again, ladies it’s And just come to the contact us page and fill in that contact form and we get back to you straight away. Yeah, that’s brilliant.

Janet Beckers: So I not sure you go and follow up with Jeanette. And what I also ask you to do is, as you can see, Jeanette has been incredibly generous with her advice, her knowledge and um, and it’s, you know, and for both of us, I know like Jeanette’s incredibly passionate and thinks it’s fun doing and I’m incredibly passionate about helping people just get out there and make the difference in what to do. So that’s why we spend the time doing this for free for you. So one of the very best things that you can do for number one, go over and join Jeanette’s communities. So go and get your checklist to get to know her. Not importantly. What really is fantastic for us is give some feedback. So go over to Janette. If you go to the contact page or just commenting down below wherever you’re viewing this or listening and, and just share like which of those stages are you at and from what Jeanette was sharing there, what are some are, has that, you know, you that’s made you realize some things that you’ve got to change.

And have you taken any action on that? Whether it’s just one thing that you take action on today, come and share it with us because it’s just the most rewarding thing to know that you’ve actually listened and taken actions. So that’s, that’s, that’s our biggest ask of you is gone and do something with this and then kind of share with us because that is, that lights us up. So thank you so much again Jeanette. You’ve been absolutely wonderful. Um, I’ll make sure that we’ve got links to everything that is there an on the rematch, a tribe website where this will be hose, um, house. I’ll also put an article there that’s got each stage. What are the things that connect share that you need to do at each of those stages and some action points that you can be doing this week now. And you’ll also find all the links at Jeanette’s talked about your fund them over there. So thank you so much Jeanette, and goodbye everybody go out there and make stuff happen. Bye.

The $5K Funnel Formula

The $5K Funnel Formula

Funnels, funnels, funnels.

As soon as you start investigating how to build your business online you are going to come across the concept of a sales funnel. It is one of the basic building blocks of an automated online business but in my experience, there is a lot of B.S. shared on this topic!

There are 2 main problems when it comes to learning about and then implementing a sales funnel for your business:

  1. You’re only told half the story

Many people who talk about funnels share crazy big numbers. They make it seem as if all you need to do is create 1 funnel and your million dollar business will happen while you sleep…but don’t share the reality of the percentage of that revenue that is spent on paid advertising, or the number of failed funnels before the hugely successful one.

  1. Unnecessary complexity

Sales funnels can be really complicated.

You can have upsells, downsells, one time offers, deadline funnels, evergreen webinars, video launch funnels….the list goes on.

Yet, often the ones that last the test of time are the simplest.

That’s what my guest Kate Mckibbin and I are sharing with you today.

The concept of the $5K Funnel Formula with a focus on simplicity!

In this episode of Romance Your Tribe Radio we discuss:

  • What IS a $5K Funnel and what the heck is a funnel anyway?
  • Why is a funnel an important part of your online business?

You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below. Never miss an episode. Click here for all the ways you can subscribe.

The 5 Steps in The $5k Funnel Formula

Before we start with the steps in a $5K Funnel, lets cover some of the basics of this whole funnel concept.

Some Funnel Definitions To Start With

What is an Online Funnel?

An online funnel includes web pages, emails and messages (in your written copy, and sometimes videos) that automate all the steps you would normally take an individual prospect through to send them personal emails to get to know, like and trust you,  to then make them an offer which they accept and become your customer.

Why do you want an online funnel?

Leverage baby!

Think of this scenario:

  1. Someone on Facebook, or even in the real world!, sends you an email to ask for help. It’s late at night when they send the email.
  2. In the morning you check your emails, take time to craft a great email to give them some great advice and ask them some questions about them to see if they could be a good fit as a customer. (or it might be the weekend, or you’re swapped with other things and you don’t reply for days).
  3. Maybe a day or so later they reply asking what your products and services are…. you get the picture. It can take time until you get the sale.
  4. Now imagine you had 10 people contact you that day… it could get a bit overwhelming.

So a funnel automates all these steps you would do in person so you don’t have to be such a super-business person all the time.

What’s the story with $5K

As we try to understand the how to’s on an online funnel, we need to start somewhere small. The $5K formula has the same building blocks, same setups like all other online funnels have, but on a budget.

It is step 1 and allows you to set a goal of an automated funnel that will cover your business and basic living expenses.

It starts small, test and tweak, and then when the results are good, you can invest in paid traffic and leverage that baby.

The focus is on simplicity.

Who will get the best results with a $5K funnel?

If you already have an offer that sells and you already have a following of clients on an email list or database, then you will get the best results.

The offer can be as simple as your one-on-one services or as sophisticated as an online course.
Your email list does not need to be huge.

Step 1: Start with the End in Mind

Always work backwards when designing an online funnel.

So be clear on the product or service you are selling.

If it is a higher priced offer, decide if you need to get people on the phone in order to make the sale or if the offer you have has the potential to be offered for people to buy online without a conversation.

Step 2: Craft a Funnel Friendly Offer

If your goal is to get people onto a sales call, then a funnel friendly offer is one that they are super keen to register for a call because they know they will be getting great value just from the call, even if they don’t expect to purchase immediately.

A funnel friendly offer they can buy 24/7 is one that is a total no-brainer. One that has the essential elements of price, urgency, and great sales copy that explains the benefits of the outcome they will get from the product.

In my experience, this is the step that is a beautiful match of strategy, really understanding your ideal client’s frustrations and aspirations, and little bit of magic in the form of your uniqueness.

Reality check on pricing: Price your offer so you have a good margin for profit. That way you can afford to pay for advertising when you know the funnel actually results in meeting your goals. Then think of your price bracket for your ideal client. What amount will this person willingly spend on?

Step 3: Map out What Perfect You Would Do in Person

You know those rare days when you know “perfect You” was in da house!?

That perfect person who did every step, in the right order, to make your new lead feel welcome and your new client feel important, feel loved, feel that you remember them?

You want to bottle that person!

So the first step is to think of what words, messages and advice would Perfect You use.
That’s what we’re going to automate in the next step.

Step 4: The Software and Plumbing

One misconception in regards to online funnels is that you have to have a lot of different software to have a good Online funnel. Well, it’s not always the case. Having the Frankenstein model may not be the best option in creating your online funnel.

The easiest and fastest way to set up your online funnel is to use software especially designed to make this easy.

The nice part is they usually have a lot of simple online funnel templates available for you to use immediately.

In short the services you will need to create a funnel:

  1. A web page / sales page / order form designer. You can use WordPress (the slower way) or use software like the one I personally use and highly recommend, 10Xpro.
  2. Email provider to automate a series of email and manage your email list. Active Campaign works really well with the Funnel software we recommend.
  3. A way to take money. We recommend Stripe and PayPal

Step 5: Launch, Test and Tweak

The focus of a $5K funnel is to stick with ONE offer, ONE product, ONE enticement to join your mailing list and continue to test and tweak until you can reliably sell $5K per month through the funnel.

You use existing sources you have used to attract your existing clients to test this, such as promotion to your existing clients, your database of prospects, joint ventures, social media, speaking opportunities.

That’s why this method is ideal for people who already have an existing business that is keeping them busy and they need to leverage their time.

Only then, do you scale up with paid traffic.

Productivity Tip:

You don’t need to create the whole course at once, you can create first the module, then create the rest of the modules as you go.

That way you get speed to market and you don’t create a program that doesn’t sell.

In fact, this is what I recommend for every online course you create. Just make sure you give yourself enough of a head start so you will always be a few weeks ahead of your clients who are implementing the program.

Action Steps What You Can Do This Week

Here are some steps you can take THIS WEEK to move you close to your $5K funnel:

  1. List out: What would the perfect me do?
  2. Decide: What is the best offer I have that is working now, I could turn into a Funnel Friendly Offer?
  3. Check out and introduce yourself to our guest Kate Mckibbin. She has more in-depth training for you over here and yep… you can check out her $5K funnel in action 🙂
  4. Check out the Romance Your Tribe programs, designed to get you super clear on your uniqueness, suite of offers and launch your online course.
  5. Check out the no-brainer special offer we have created in partnership with the founders of 10xpro, the software we use and recommend to manage all your funnels… and more

A Special Message From Janet

Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to  and you chose to join me on Romance Your Tribe Radio.


I’m honoured and  grateful for your support.

If you enjoyed this week’s episode, I’d love for you to take a quick minute to share your thoughts with us and leave an honest review and rating for the show over on iTunes!