← Content Is Profit
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- [00:00]
A
What's up, everybody? Welcome back to Content is Prophet. We are back here to bring some hashtag Golden Balders. What's up, Fonzie?
- [00:09]
B
What up? What up? We are back.
- [00:12]
A
We are back. We're getting ready for the holidays, and we're here cranking it out. All right, I'm gonna read you something, and then we'll go from there. Okay, cool. Fonsi has no idea what we're gonna be talking about, so.
- [00:26]
B
Yeah, depends on what you're reading.
- [00:28]
A
He infiltrated my episode, so he might have to le about 20 minutes. I'll wrap it up, but here we go. All right, so what if you could sell an offer here now for $25,000 and have people thank you for it? In today's solo episode. Not solo anymore. I'm breaking down the exact lessons I learned from a guy who helped a client make $300,000 in one single day and how we're attempting to use the same frameworks to build our $100,000 offer. We're talking pricing secrets, how to pick the right market, how to avoid resentment from your work, and most importantly, how to turn your content into client magnet to premium offers. If you've ever wondered how to stop grinding for low ticket sales and finally build a business that fuels you for life, not drains it, this is the episode you don't want to skip.
- [01:28]
B
All right, all right.
- [01:30]
A
What are your thoughts, Foz? Why are you laughing?
- [01:32]
B
Dude, My first thought is your. Your reading has improved.
- [01:40]
A
Let's go. I'll take it. I'll take it. I'll take it as a compliment. All right, so this is meant to be like a debrief episode from the interview that we had with Austin Ford. Shout out to Austin that he did a whole workshop with us on building $100,000 offer, and then we actually interview him on the show. It has been one of the top downloaded episodes this year. So I, you know, use the help of amazing AI and listen to it and rewatch, and there's a. There's a few lessons here. There's a total of 10. I don't know if we're going to be able to go through all of them, but I want to go one by one and kind of go from there.
- [02:14]
B
Cool, right? Cool. Hit it. By the way, I don't have. I don't have a cab anymore in time.
- [02:21]
A
You don't want to. You don't have a cap on time.
- [02:23]
B
No, no, no. I'm good. I'm good to go. So you don't have to rush it.
- [02:27]
A
Okay, sounds good. Perfect. Thanks for the update. All right, number one, pick the right market before buying anything. Who you serve matters more than what you sell. Thoughts.
- [02:42]
B
What do you. What do you happen to say?
- [02:44]
A
I don't know. Let me. This is like, I'm throwing the ball at you. Give me, like, what comes to mind, right? These are lessons that, you know, we can. We can kind of go through them together, but there's. Each has, like, a, you know, couple of thoughts that we put in here, right? Pick your market with money, urgency and willingness to invest. I think that's. Those are, you know, three key indicators. And so a problem that they already know they have. That's another one.
- [03:07]
B
Yeah, I mean, that is. I think that's key. Obviously, maybe we see it as. That is obvious, but we've been in this world now for. For a while, but some people might think, I just need a really good product, and then people will find me, right? Or I need a really good. And then, you know, they might not be experiencing that much pain, but they will still buy just because it's such a good product. But, you know, actually somewhat mediocre product, you know, can be very successful if you're selling it to the right people. And I don't remember exactly where I heard this. I heard it recently or I read it recently, but it was somebody in a class, and they had this entrepreneurial project, right? And the teacher tells them where would be the best place to, you know, like, sell water or sell hot dogs, something like that. And people were like, oh, in the. In the desert, you know, and the teacher was like, wrong. The best place to sell it is where the hungry, you know, And I think that's the same exact thing. Like, if you go to a desert, like, so you imagine, like, well, if there's people in there, they might be, you know, super thirsty, whatever. But you don't really know, like, but if you know for certain there's a crowd that is experiencing the pain, you know, they have the need there. You know, the level of awareness is down to, I need this thing to solve my problem. Yeah, you got to go sell to those people, you know, and, yeah, that is a. I'll say, somewhat common mistake, not only when creating your offer, but also when creating your content. When you're talking, you know, when you're creating your hook, people sometimes don't actually make it relevant to the right audience. They're not talking to the people that are experiencing that pain, you know, that. That are ready to potentially take a step forward. You know, the Value that they're delivering is, again, not as targeted to those people. So very, very important. If you're not talking to the right person, it's going to be very difficult to sell anything. Right. Whether that is an idea or that is your product.
- [05:16]
A
Yeah. I think, like, this takes me back to that event that we did. Remember the entrepreneurship event in downtown with unf, the University of North Florida, where we're judges there. And this one guy, I think, was one of the sponsors. During lunch, the guy goes like, okay, what do you guys do? And at the time, we didn't have the studio where you're just doing the remote production. And I was like, yeah, we provide production teams for the CEOs. These people are like, okay, cool. Sell me. And this guy's like a guy that, you know, is like, sell, sell, sell. Right? He's like. And I think the first question, not.
- [05:46]
B
Our ideal client, you know, we're like.
- [05:48]
A
Well, do you create content? And he's like, no. I'm like, we have nothing to talk about, buddy. Like, that's it. Like, at the end of the day, because we. At that level of the product, we need somebody that has, you know, experience creating content, that has experienced some kind of friction with their internal teams. Like, those are the kind of problems that we solve when we bring the production in house. And that was like. It threw him off.
- [06:08]
B
Right.
- [06:08]
A
I think a lot of people are. And now that we knew better. Right. Like, I think we've learned this, obviously, with time, and we continue to. To adapt, but is people that are already familiar with that, they already know the problems in order to move, and they just want to move fast.
- [06:26]
B
Yeah. And if you're having trouble visualizing this, think about it as playing putt putt. You know, it's like. Or golf. The closer you are to the hole, the easier it is to put it in there. So it's the same way, right? The cell is the hole, and then your audience is the ball, Whatever it is, closer, farther away. Right. If they're super far, I mean, you're gonna have to do a lot of convincing, Right. You might have to help them realize things that didn't even know, you know, was their problem. Or those desires that even know they had, like, how challenging that is. Right. And a lot of people do that, which is the. The interesting thing a lot of people go for, you know, trying to convince a lot of people that they're not really even sure they have that problem. And that's why causes. That causes a lot of friction.
- [07:18]
A
No, I love it as we move forward, like the different, like, I guess, action points or like, pillars of this conversation, I want you to think, you know, where are you at right now pricing your offers? Like, there's probably going to be 2, 3, 4 more levels that you can go above and use that creativity, you know, muscle in your head to start thinking about, like, what would that look like? Right? There's definitely, you know, we're thinking about $100,000 offer, which we haven't sold, we haven't promoted, we haven't, like, even designed it yet. I think to. When we have some ideas of what it could look like. But that doesn't mean that, you know, by doing that exercise, you'll come up probably with an offer that you can sell tomorrow at the end of the day. Right. So I think that's really cool to go those places. Now here's the second point, right? Create 10x value. A 10x value promise, you know, so this is basically our offer. Must deliver 10 times what they're paying. This is almost like a measuring stick. And it has to be emotionally and financially. I think this is where probably a lot of people could struggle. I know. Like, I've seen ourselves, like, going there many times and be like, does it actually do it? And sometimes emotionally is a little bit more the value that provides maybe, than financially. And that could be enough. Right. Here's another thing. Use the cost of not solving the problem as your value baseline. I think this was one of the things that Austin said. I mean, this is how they closed us on our first mastermind. Right? Like the, The. The cost of not. What is it that not knowing how to make a million dollars. And at the end of the day, it's like, strip the fluff, amplify the outcome.
- [08:56]
B
Yeah. I mean, that is. That is it. There's. I will say, I think the 10x whole thing might have a little bit of a bad rep with Grant Cardone message. You know, when you hear 10x, you're like, Grant Cardone, hustle, hustle, grind, grind. But, and again, I don't think there's a problem with dreaming big, aiming big, all these things at the same time. I do think there's a lot of power on a goal that can be achieved. Right. So let me finish real quick. My idea. So.
- [09:28]
A
So I don't think you're talking the right angle.
- [09:32]
B
I. I think you're not understanding what I'm saying. And I know you're gonna say, like, that's not what we're talking about. We're talking about 10x the results. You know, if they pay you a thousand bucks, are we returning 10,000 bucks in their pocket? Right. If they're feeling a little bit stressed, are we able to release the stress? Like, I understand what. What this question was about. What I'm saying is this can feel, you know, when you're talking about like, 10x every. So it can just feel huge, right. For. For some people. So my how I like to see it is, okay, well, what are the steps and the results that we know we need to give? Sure, they might amount to 10x what they paid, you know, what they pay us, but also it might not amount to 10x what they paid us immediately. Right. Maybe what we're doing is building some sort of asset that at the moment, it doesn't actually represent that 10x, but the more they use that asset, right. And that they keep for a longer period of time, they will get that return. So it's a matter of framing as well. It's like, okay, how are you framing these results when you're talking to your clients, and how are you helping them understand this thing? So first of all, cut the fluff on some of the things that you're selling. Some of the things that are in there are not necessary to get the results that they want. So I was like, okay, well, what is step one, two, and three that I need to guide my client through to get them these results? Right? And then eventually that result. That result might be an immediate 10x, right? Or that result might be an acid that on the longer term can do. Can be a 10x. Now, was I wrong?
- [11:16]
A
Tell me, good pivot. After I told you exactly the direction.
- [11:21]
B
Just didn't let you live it finished. I saw you, I saw your smirk, and I was like, I know exactly what he's thinking about.
- [11:27]
A
It's like we're brothers or something. I want to also highlight here on the financial thing, because I think we immediately go to. If they're paying, let's say, X amount of dollars, they need to make 10x, right. It's. Well, also, financially, are they saving some money? Are we. Are they speeding? You know, the. Are we increasing the speed of. Of delivery and hence, like, we're saving them a ton of time, but also saving some money. So it goes both ways. At the end of the day, like, we've. I think we have struggle a ton with that when it comes to, like, selling our service, which, you know, I have a point of view. You have a different point of view. But there's at the end of the day is both, you know, on the saving the time, saving resources. Right. And simplifying processes, then also a return on that investment with actual cash. So keep in mind that that could also be a solution.
- [12:20]
B
Yeah, I'm going to hear what. So I can give a real life current example, I guess in our business for those that are listening. So we have the coaching program Praxis, right. So people that do our one on one five day challenge, they can move to our four month program with us, which again is a one time thing, is four months. Again, if you want to keep working with us after, of course we don't mind. But you know, the whole idea in this is to teach the skill, help you, you know, develop as a business creator and understand how to use content to drive profit into your business. So you know you're not going to get the ROI on prices immediately on the first couple of weeks after you come in, right? Sure, we might have some campaign to try to get some more conversations and get some deals, etc. But at the end of the day you're also getting that one skill that after the four months you can keep using it to build your active list of, you know, your audience and you know, how to talk to the people that are closer to the sale. Right back to the, the previous point and the poc. POC example. So very important, right? On the long term, yes, that skill will have that return, but it's important that you, you know how to frame that to your, your clients and the people you're helping.
- [13:45]
A
Yeah, love it. All right, number three, when you come, when it comes to pricing, make sure that you base it, you base your pricing on results, not the length or the time. I think a lot of people go here, right? Avoid the more equals, better trap clients for the result, not extra calls or extra sessions or extra fluff or. You know, I think this goes back to the other anti resentment pricing rule. I think, you know, we've all fallen in the trap to, you know, charge what we think it could be without doing our proper due diligence. And then we hate the work that we're doing for that person. You know, remember when we first saw our first social media management deal? Way back when we started the company, I think it was 500 bucks a month. And then to us that check was like, oh my gosh, so much money. And then we started doing the work and we're like, we should have charged like five times more with the thing that, that we're doing. And then, you know, raise your prices you use the scope. I think a lot of people mentally going to fight against that. But it's like, what is the specific result? What is the one thing that we're doing? And then by ends, you know, with that increase, obviously your profits on that. Or maybe it's like, do we need to add more calls? We need to have more, you know, attention and depends on the product, I think. But if you pick, if you pick the right lane, make sure that you see it through the lens of more is not better.
- [15:10]
B
Yeah, 100%. I think that actually a phrase I heard yesterday on a video they were talking about build a half product, not a half ass product. But what I mean by half product is cut the fluff. Right. More often than not, again, people are going to sign up either for your services or your product because they have a goal, they want to reach an objective. Yeah. So depending on that objective, you know, a lot of people think that they make the course more viable or the coaching more valuable by adding all these things, more content, more information, when in reality is like maybe they only need like 10% of what's in there to achieve their goal. Right. If you're selling, let's say an outbound, outbound program, right. Call dms, like, sure, you can dive into like the psychology of why people buy and you know, like rules of copywriting. But in reality what people need to do is, well, you need to take action of sending message people to. Messages to people. Right. And then turning those conversations into a book call. So how do you do that? Step one, step two, step three, Right. You can cut a lot, a lot of the fluff. And that is huge because a lot of people, obviously they link a lot of work, big scope, you know, a big list of deliverables with now I can, now I can give, you know, I can charge a lot of money, which goes back to the 10x right. That we were talking about. And I made this point a little bit before. It's like sometimes, you know, is what is that achievable thing that you can help them achieve with only one, two or three tasks? You know, small punctual things to do that are going to help them achieve that result. And if they get that result, then you can obviously charge the money.
- [17:14]
A
Yeah, no, absolutely. I mean, we see it all the time in the studio with people that maybe they want to launch a podcast. Like they might be like first time creators. You know, they're exploring that possibility. And obviously, you know, with social media and YouTube and all these things, you can find information for free online. Right. But at the end of it's like how. What are the necessary things to get you a live show as fast as possible, if that's what you need. Right. And then that allowed us to increase the pricing on some of that. I think with 10x literally the price of launching a show in our studio since acquisition. And we'll probably have more people come in and take on that offer because we follow that principle. So super exciting. I think it will unlock a lot of possibilities for a lot of businesses if you start looking at through those lenses. Right. All right. Number four, use contrast based messaging to sell with clarity. Right. For example, do you know people who struggle with X problem? Help them with. I help them with this thing. Use measurable desirable outcomes that create curiosity, confused prospects, never buy. Make it clear and specific. You know, we, I think to this day we're still, you know, struggle with this on the messaging. We've met a couple of weeks ago, you know, to be like, okay, how do we hone down this thing? Especially, you know, when it comes to business results. You'll for slash, monetize. Right. For practice or how do. What's the messaging when it comes to the studio? What is the message when it comes to content momentum, which is our fractional content team? These are things that we continue to look for every single day. And at the end it's like, how can we frame it through the problems? I. Right. It's like, you have this problem, I can help you with X to solve that problem. Obviously, I think with the podcast studio is a little bit easier than anything else that we do. I think part of it is we've also designed these processes, I guess, and products from zero. Right. Versus if somebody operates a franchise or somebody has a different product that they maybe did not create themselves. What do you think, Fonz?
- [19:31]
B
No thoughts. No thoughts. I just agree.
- [19:35]
A
Yeah. I think this is something that we revisit often, right. It's like what is the problem that we're solving? We talked about it all the time with content Momentum.
- [19:44]
B
Right.
- [19:44]
A
It's like what is the actual problem that we're solving? This is like our active discussion all the time because for me is a big production product where it's like we're saving them a ton of money on time on hiring somebody else on mistakes that they could do with content teams, for example, messaging. And it has evolved too, not only with that but also with the results that that content can bring them. So I think that's the, that's the cool part is like, it can go both sides, but I think it's like, how do people get to the right messaging? Like, how do people get to finding the right problem?
- [20:18]
B
Well, something we used to talk about a lot when we first started when we're in the, in the old office was that you cannot find that message on your own, right? And it's a matter of also iteration. So, sure, you can do a whole probably bunch of like, you know, studies online and research and be like, right, this is a product I solve. But probably any good business owner marketer is going to tell you that you need to talk to your clients to know what's going on, right? You got to get in the, in the weeds. So once you start sharing your message, right, you're going to see what resonates with people and you're like, okay, cool, this problem resonated more than other problems. Let me focus more, a little bit more into this, right? Or once you start talking, you maybe you're, you know, you have a list of deliverables and you talk to your clients and they tell you, actually, I don't need any of this. What I need is X, Y and Z. And you're like, oh, cool, we actually got that too. We can help you with that, right? So you got to show, you got to be vocal about it, got to talk, got to have interactions, and then that'll help you find your message, right? A lot of people are thinking like they just try to do it themselves and it's not, I mean, could work. Don't get me wrong, I'm sure it has worked for, for some people. But at the end of the day, the best feedback. We heard this from one of our first mentors, right, that people vote with their wallet. So if they're your customers and they bought like, talk to them, why did they buy, like, what was their, their problem? That's how you're going to find that message.
- [21:51]
A
Yeah. I remember a story of one of the companies in these conferences that they ended up selling for millions of dollars, but they basically built the entire company other surveys that they send to their email list, right? It's like, hey, we see that people might be interested in this type of product, let's say a protein shake or a flavor, right? Or a style of clothing, and they will put out surveys and whatever people voted for, that's the thing that they produced. At the end of the day, we have to be having those conversations with either our prospects or people that we might think might have that problem. And more often than not, it might Just be a different type of solution or maybe a slightly different product or a slightly different service to fully fulfill on that, on that side. So, you know, whenever you're on events or networking or different things like that. Just recently I joined a networking group which is a little bit outside of, I guess, the comfort zone that we've been in, you know, with the business side there. Some of them are executives, some of them are entrepreneurs. But what we have in common is that we are, you know, previous athletes, you know, university and professional athletes. And that has been really cool because the conversations that I've been having with them, it's problems that, that I never saw a common because we were operating way too close in our industry. And they're like, man, like I have, you know, this issue that because you haven't been involved in content for a long time, you just starting out, but do have the resources to invest in something like this because you're, you know, a leader in a company. Well, that's really interesting to me versus people that have, you know, that we've talked about the other years that are super in the content industry per se. So going to these groups that you might think that don't have anything to do with your business and then start asking those questions and see what happens. I think that's also a very interesting take on that side. All right, number five. So we'll wrap up today's episode with only five, and then we'll leave the next five for the next episode, I think. So this one's good. This one. When we having that conversation, I was like, man, that was totally us. And I think some companies and some messaging on. Some companies have the fault. And if you're listening to this, you might encounter the same problem. So start with it, get. And then work your way down when it comes to the pricing. Right? Don't start with the freebies, as I said. Again, do not start with the freebies. Lit with the top tier transformation, High ticket attracts serious clients and it filters all the time. Wasters reverse engineer your value ladder, which you don't know. We can define it after your core high ticket is proven. And I remember when we first started, I think our core offer that we were trying to Design was like $1,000 core offer that was like the, I guess the gold standard back then. But we see a lot of people that come through, I guess, practices or in general in our world where it's like, yeah, I have this $7 thing or we have this lead mag that leads to the $7 to leads the $47. And we're like, but is there a version of this? Maybe we can charge a lot more, provide awesome results for maybe less people where you'll end up more and then you can build the resources that way.
- [25:08]
B
Yeah, I mean the challenge there is, I understand why it is appealing because again we went through that. It's like, well, you build a funnel, you don't really have to talk to people, you know, they just buy, they buy your seven dollar thing and then they buy your one thousand dollar thing. It's like that's talking to the desire of a lot of people, right? And you know that was a very prominent messaging a couple years ago with you know, the one funnel away type of deal. You know, we love the clickfunnels community and everything. But that messaging is, I mean it's a great marketing message and it talks to, to your desires, you know, talks to your pain, you know. Oh, my desire of making a lot of money. I'm just one funnel away. My desire of my, my pain of. I've tried everything. Oh, I'm just one funnel away. Right. Like it's a really good message. But at the end of the day, if you do the math, it is very expensive to run a funnel, right? Is, you know, it's like very random standard numbers is a 20 conversion rate on your landing page, right? So if you get 100 people to see your landing page, you know, that is only 20 people that click on your landing page for your free resource and then you take them into a sales page and only about 1 or 2% my buy something, you know, and usually it's a low ticket offer, like 30, you know, let's say between 30 and $200. And then you take them to an upsell page. Well, that person already didn't bought anything on the upsell because statistically speaking, they already fell off. So you need so many numbers, so many people to drive through that funnel to first of all test it, right? Because you need to see if it works. Is the message is working, are the pages converting? Right? Where do you have your bottlenecks? It's so expensive. It's a lot, a lot of money to actually test your offer with with a funnel. And I think people don't quite understand that at first when they're getting into it and then they're like oh geez, this is actually hard. But you know, if you start with a high ticket offer, you can be targeted with your outreach, right? I mean that's something that really we kind of like ran across it by accident. But with content is profit. We started building these relationships and we're like, oh, wow, look like we can actually work with these people. Right. They can be our clients or we can build partnerships. It was more of a one on one targeted basis and you know, help us sell $2,500 a month product or $5,000 a month product is way better than trying to get a whole bunch of people and see who's going to buy your $200 course and then how many of those you need to sell to make the revenue that you want.
- [27:57]
A
Yeah.
- [27:59]
B
And again, nothing against funnels. I love funnel, you know, full transparency. We haven't had a successful funnel like that, but eventually at one point I would love to. Right. I mean we don't really sell like an info product or anything like that. Right. But we could potentially build a funnel for or community business creator clubs and I'll be interested to see how it does. But reality is it does carry a lot of risk when it comes to putting money into it and testing it out and see if it works or not.
- [28:30]
A
Yeah. Look like again, we're looking at this episode with a lens of high ticket. Right. I think that some people might be scared to go there. Right. Maybe because maybe it's a product that they haven't done before. We see it a lot with a lot of people are getting into the space where they prefer, I guess that little filter in front of between them and maybe the customer, which is the computer and email or something like that, where at the end of the day it's like, how can we deliver and fulfill on this product at that price point? At the end of the day too is like personal development. Are we the person that can handle that, for example? I think that has a lot to do with it. But if we are right there where we feel confident that we can deliver at that price point, one $5,000 sale, it can pay, you pay the fulfillment and then you have some money to test on the funnel if you really want to go do that, for example. Right. So obviously there's different levels to play with this. But at the end of the day we, that's where we started at a service level, you know, we. And then we've also increased the price and we've, you know, we've, we've been fighting those battles too. Right. Like at the end of the day, I remember a pitch that we did a few months ago where we had some pricing sheet in there that I was about to send and like right before sending it, I doubled the price of the monthly contract, double it just I and sent it out and they came back with a yes. And I was like, holy crap. Like, this is crazy. And we've been more excited to fulfill. We've been more excited to perform, we've been more excited to work with them and so far it has been a really good relationship. So I highly encourage to go do that because for them, how they saw provided a ton of value in exchange of those dollars that they were giving us. Right. So so highly encourage you to look into this. I'll do a quick recap on the first five. Number one, pick the right market before building anything. Number two, create a 10x value promise, high ROI. Number three, price based on the result, not the length or the time. Number four, use contrast based messaging to sell with clarity. Kind of like, here's your problem. We solve it with this. Right. Number five, sell high ticket first and then work your way down on your pricing sheet. Fonzie, any. Any last thoughts for this part one before we head out?
- [30:54]
B
Yes, yes. Take it with a grain of salt. Everything we talked about. And I said that because one of the biggest lessons I've learned in this last couple of years is that there is no one way to do things right. There's many roads and honestly, you need to find which one is the best for you, which one you're going to stick to and one you know again makes you the happiest and, and which one you're going to have fun with. So that is very, very important.
- [31:26]
A
Enjoy the process. I think we lost Fonzie to the Internet, but I feel like I get. Oh, there we go.
- [31:35]
B
You're back. I'm back, I'm back. All right, cool. Yeah, no, that was pretty much it, right, Is there's no one way to do things but the way that you choose to do. Make sure you are, you know, iterating, being objective with your results, analyzing them and say, okay, is this going to work out for me? Yes or no? Let me put more of my effort and my resources into this. Or let me pivot and find a different way to do things. But very, very important, find a way that works for you.
- [32:05]
A
Yeah, absolutely. All right, guys, we'll see you on the next episode with the next five pillars of high ticket offer building and selling. So excited for that. I hope everybody is doing their Christmas shopping and getting ready for the holidays. Let's go, Fonzy. Anything else?
- [32:22]
B
No.
- [32:22]
A
Bye. Bye.
- [32:23]
B
I'm out. I'm out.
- [32:25]
A
All right, see you guys. Take care.