Ultimate Guide to Scale Your Online Business (3+ Hour Free Course)

Apply to Work with Voics: https://events.voics.co/incubator

Join Aura: https://www.aura-app.ai/

Transcript

Copy

The Scaling Promise And Proof

Darren 0:00

This is the ultimate guide to scale your online business. If you have an agency or a coaching business and you want to scale to 30k a month, 100k a month, even when I say multiple six figures a month, this video is for you. I'm going to show you the exact breakdown and a step-by-step process for you to scale your online business. I'm going to show you behind the scenes of exactly what you need to do to optimize your product, build an amazing offer, get the right traffic, and convert that traffic into sales. I would also teach you exactly how to book and close more calls and to scale your online business. This is going to be absolutely everything you need and everything that I've learned, and I've helped over 600 agency owners and coaches scale their business. Over 100 sales teams. We've scaled my own company, Voix, to multiple seven figures a year in profit, and my software company Aura to six figures ARR in the first quarter of the business. So what we're going to do is, and what I'm going to do is I'm going to help you in a step-by-step fashion to show you exactly how we're going to help you scale your business. I'm going to show you behind the scenes of how we do this inside of our business and how we help all of our clients. So by the end of this video, you're going to have an exact roadmap, an exact playbook, and everything you possibly need to grow your business to the next level. We're going to give you the right acquisition strategy, the right marketing strategy, the right delivery strategy for you to be able to get to the next level. And how do I know that I can help you do this? So my name is Darren Lee. I'm the founder and CEO of Voix and Aura. I've been in the online business space for over six years. I've been an entrepreneur for as long as I can possibly remember. I've had three failed businesses before I was 23 years old. I had an events business, I had an e-commerce business, and I had a tech startup before the age of 23. And they all went to zero until I got into the online space and until I found my feet in the space. Back in 2020, I was creating content, posting content, and going absolutely nowhere until I'd found the right pattern with content to drive revenue for my business. The first offer that we had under Voix was a fully done-for-you content system. We worked with many eight-figure, nine-figure businesses, proper enterprises, corporate style to help them grow their business with content. We specifically focus on YouTube content. Then we started working with creators and entrepreneurs in the online space, specifically giving them the right acquisition strategy, helping them create the right content that builds their authority, that evokes the right emotional response from their prospects, and showing them the right way to convert that clients into actual paying customers. And that's exactly what I'm going to help you with today. So the story of Voices, when we started in 2020, when I was in my little bedroom, then when we first got our first client in a content agency, that content agency became a sales agency and media company. So Voix turned into this large media company that did everything from generating leads to closing leads to booking calls for our actual prospects, which then turn into our consulting company, which is a fully consulting arm of our business Voix. That consulting business right now works on entrepreneurs who are sub-six figures a year that are trying to get to their first six-figure month, trying to get to the first seven-figure month right now across our different programs. But the goal for today and what I'm going to help you with today is going to be to scale your business directly. So let's get into the exact roadmap.

The Ecosystem Model Explained

Darren 3:15

I'm going to show you a mix between behind the scenes what happens inside of inside of OX to a lot of whiteboard diagrams to show you the exact roadmap that we're going to help you with today. So this is the exact model that we're going to help you with understand and break down and get to the next level today. This is our ecosystem model, which I've personally developed myself from working with hundreds of creators, entrepreneurs, digital entrepreneurs. And where I came to this solution is the fact that for you to grow your business, you don't actually need, let's just say, one simple channel. What you need to do is you need to build an ecosystem that gets you results at scale. This allows you to work directly with clients, directly with people to pull in attention into your free content. So we're going to help you produce content that will help you pull people into your ecosystem. On top of that, we're going to help you build out the exact process and the exact model you need for your coaching business and agency to bring that traffic in-house. And then we're going to help you close more calls and actually have that process down so that you can scale your business. So what does this look like? The first part of this video, we're going to get into all of the vision. We're going to help you divine and devise your exact vision to what you want to achieve. Because if you don't know where you're going, you're going to drift. If you don't follow a plan, you will be assigned a plan. If you don't know where you're going in your business, you'll then feel lost. You'll quit, you'll start playing paddle, you'll do all the things that you don't need to do inside of your actual business because you don't actually know where you're going. The second that's out of the way, we then get focused on the most important thing, which is the actual product. If you can't solve a painful problem for a specific user that's easy to find online, you'll never be able to scale your business. I'll show you exactly how we're doing this. I'll show you even our playbooks and how we do this. And the most important thing and what VoX is known for is my bespoke reoffer strategy. We're going to help you get sell directly to the leads that are inside of your funnel right now, that are inside of your pipeline, that are sitting there and are just waiting for you to work with you. Okay. Then once that's finished and we've rinsed all of our leads, we're going to focus specifically on the traffic. What the traffic means is how the hell do we get leads, right? Our strategy has changed over the years. I used to be an organic princess, and now we do a mixture of organic and paid. My best analogy here is your best organic content is should be your paid content. Whether that's follower ads, whether that's webinars, whether it's VSLs, I'll show you specifically how to design a world that gets constant, constant attention so that you can drive your business forward. And then my most important favorite part is a sales side. So I'm so passionate and I'm so autistically obsessed with sales that I've built my own sales software, bear in mind. I'll show you our sales playbook, how to book and close more calls and DMs, how to actually close calls on them, and how to optimize your show rate. And then on top of that, I'll even show how we actually review our sales calls specifically. Is how the hell do we scale our business? The people, the process, the product. This is something that I'm so passionate about from growing VOX from multiple seven figures a year. It's what I'm so passionate about from working specifically with entrepreneurs who were stuck at 30k, 40k, 50k a month, and now they're hitting 200k, 300k, 400k a month. And it's by following this exact process. Now, how have we done this so far? We have clients like Emily that are getting piffs daily. We have people like Charlie that have hit 200k a month, we have people like Emily doing 20K in a day, we have Fidel doing 20K in a month, right? We have this goes on and on and on. Jerry getting 3K in a piff straight away, Nick doing 50k in one day, Rita doing 50k a month, breaking her milestone, Connor booking 15 more calls, Sophia doing 100k in a month. This process is done over and over again. So what I'm going to show you right now is exactly how we're going to do this. Now, how do we do this generally inside of our business? How we will help you specifically during this video is all gonna be the lessons that we've learned from implementing this across the board. We have myself as CEO, Tieran as our head of sales, Tommy as our CMO, Magno as our creative director, and Native Naden as our partnership manager. And we go to war with our clients every single day with this exact process that I'm gonna show you today. And that's gonna be the most important part for you to understand how this all connects together.

Vision First Or You Drift

Darren 7:13

So, first step here, what I want to focus on is we're gonna get straight into your vision, right? If you don't know where you're going, you don't know what your goals are, you are literally fundamentally screwed, okay? For your business right now, what I want to help you with, I want to help you design and articulate your actual core core vision inside of your business. Now, how are we gonna do this? I'm gonna show you exactly behind the scenes of all the playbooks so that we can actually devise this actual thing with you. Visualization, understanding where you actually want to go is the most important part of your business to even get started because otherwise just stick it a nine to five, stay where you are, don't even change what you're currently doing. You need to design an actual path and I break this into three core sections. One is the vision. What do you want to see differently in the world? How do you want to change the world and how do you want to show up in the world? If we know exactly where you're going, that will make life so damn easier when shit gets tough. Building an online business, a coaching program, or even an agency is super difficult. There's going to be challenges along the way. It is possible, there's a roadmap, which I'm going to show you, but then we need to specifically be able to go into the constant drilling of doing this. On top of that, then we need to devise a roadmap. So from the vision that you want to achieve, how is this even possible? The second part is devising that roadmap and breaking it out into specific chunks. And lastly, is drilling. Okay. This is something that we work with all our clients on is accountability. I keep our clients very, very accountable every single week. We'll work very closely with them every single week because if we're able to work closely with them, then as a result, we'll be able to get a stronger feedback loop to actually get the results. So, how is this done? How are we going to do this? Let's get into the detail. So, how is this actually created? So, if I look at my actual journey from the past five to six years as an example, I was creating content in my tiny bedroom in Dublin. Okay, I didn't know what I was doing, I was posting random things on the internet, and I obviously wasn't growing as a result because I didn't have a plan. I didn't have an action plan, I didn't have a roadmap, I didn't really know what was going on. But then one year later, I had my first offer that was put out. I had just my first three clients were free, and then I had my first paying client after that. That gave me direction. Then we scaled into our media company where we did full uh lead generation and closing for all of our clients, and then that's when we moved into our consulting. So from there, we were able to work directly with our consulting uh clients. We sold our first offer because I knew what I was doing. I had my exact plan. I sold 42 units of my first offer. So that's 42 sales in the first week at $3,000 because we put together that clear, clear roadmap. Now Voix is scaling towards a million a month. We have an exact strategy, we have the right people in the right seats. If we can devise this for you today, you'll know exactly what your one-year plan is, your three-year plan is, your five-year plan, and even your 10-year plan. And that's what we want to focus on. So, stage one, I want to look at specifically what is your goal. Okay. Over the next six months, what is it you want to actually achieve? What's that primary, primary goal? That's because we need to see something that's actionable, clear, and concise in a short period of time. What is something that you can achieve specifically in a short period of time? Let's just say it's getting to 20K a month or it's adding an extra 100K a month to your business. Write that down and look at the actual clear specifics of that goal. If you can get very, very dialed in on this, we can then focus on how do we actually get there. So, my biggest thing when I'm thinking about these primary goals is think limitless. So for our goal specifically, we want to get to a million a month. And for my software company, I want to sell my software company for 30 million. No idea how we're gonna get there. I just have this clear, clear goal. Then I look at one big, hairy, audacious goal. Okay. So speaking to the $30 million goal for us, that is our it's called a BHAG. The B HAG goal, big, hairy, audacious goal, is a two to five year time horizon. What does that look like for you? Now, not everything is worth the dollars and cents. You might want to have your first child, you might want to get married, you want to move home, you might want to leave your home. There's other goals that you might have, but I'm trying to keep this as specific as possible to your your actual business. So, what is that goal? Okay, and how do we actually manifest that goal for you right now? So, for specifically looking at this, devise that BHAG goal two to three years, okay? What does that look like? So for you, it could be writing your first book and so on, okay? Then we got to look at and make it make it time bound. So if we do want to get to a million a month by the end of the year, how the hell are we gonna get there? Okay, we got to add a time barometer on it because this is Parkinson's law, which time will expand to the time that we allocate towards it. If I came in here and want to record this free course in three hours, I can record it in three hours. If I want to record it in 20 hours because I'm dragging my heels and I'm walking up and down and I'm I'm eating bananas and shit, that's the time is just gonna expand to the time that I allocate towards this actual task, okay? So we got to be very, very, very, very clear on what is a specific time-bound goal that you want to have. Next stage on top of this is gonna be the actual rocks, okay? So in between every single specific goal, there's going to be specific time, uh, the specific rocks that need to be moved. These are the big events, the big milestones that if moved will yield the biggest results, okay? So if I was to take this in terms of my example specifically, for us, it could be acquisition, you know, getting the acquisition strategy down. For us, it could be getting, let's say, a uh uh a new team member in place, like the better team. And then three, it could be like scaling a new product. Now, for you, what might that be? So, for your coaching business right now, how do we specifically build out that major milestone? So, let's just say you want to get to 300k a month in three years. Well, in six months, you want to get to 50k a month. What are the big uh uh rocks you need to move? One, it could be getting your acquisition right, two, it could be getting your delivery right, and three, it could be getting, let's say, the team in place. Write that out, have those clear, specific roadmaps. Now, again, this is an exercise we do with every single one of our clients, and we do this hands-on with every single one of our clients because once this is finished, we can then help you devise and divine what are those big major milestones, okay? Because from here, what we need to do is we need to work specifically on actual clear roadmaps because it's all well and good saying you want to become a millionaire and you want to be shredded and have a be in a great relationship and have a ton of money, but how the hell are you gonna actually get there? And how we do this is we break this down into one specific goal, okay? So on the back of this video, you might have one specific um goal over 30 days, it could be optimizing your offer and running your offer. Stage two over 90 days could be solely focused on bringing in the right traffic, bringing in the right people, running, let's say webinars, let's say whatever that specific thing is for your actual business. And then last stage then is going to be on the longer time horizon in that period of time. So, based on the roadmap that you want to you want to nail and what you need to achieve inside of that roadmap, then what is that specific thing that needs to be done? So day 30 could be building the offer, day 30 to 90 could be optimizing the traffic, and 90 to 180 could be working on the sales process. Okay, if we are able to dial that in specifically, then you know really where everything is going step by step. You know how to get there, where to go, what the roadmap is, and what the blockers are. Because if you don't have a plan, you will be assigned a plan. So I pass this over to you. Now it's time for you to devise your own roadmap. Write out your 30-day roadmap, your 60-day roadmap, your 90-day roadmap, and make sure that we're able to identify what is the specific things that you want to achieve. Because business is not just about driving more revenue. This is the biggest thing. If you're so focused on the dollar and chasing the coin, you're never gonna get to coin number one because it's like a it's it's it's magnetic, right? The more that you push, the more that you pull. If you don't understand the broader pictures of what you're achieving, this is why every single day when I speak with my team for end-the-day

Goals BHAGs And Time Bounds

Darren 14:56

reports, we always ask what are you actually proud of for that day? Because shit is tough, things can get hard, and if things get hard, we gotta make sure we have a roadmap that we can actually follow, okay? Because this is what I like to call the inner game of business, okay? Because it's not always about the Miami penthouse, going to Bali, going to Mare Baya, and all that kind of stuff. That's what you do afterwards, or arguably that's what you never do. The first question you need to understand is why the fuck are you doing this? Okay, so I grew up uh with fuck all money as a kid. I grew up in like a pretty like bad household, uh, really bad experience with like abuse and all this kind of shit uh growing up as a kid. So I know I'm not going back to that stuff, okay. That's my why. That's why I do not want to go back to a past life of that. I do not want to go back to a nine to five, working average jobs, going back to not having money, like growing up and not having like proper like heating in my house. These are the things that like motivate me when I do not want to do things, okay? Now it's very rare that I don't want to do this stuff, but fundamentally that's what I think back to. So it's important to understand one, why are you doing this from a from an opportunity perspective? But then two, from a health perspective, what are you trying to avoid? Okay, what do you not want to go back doing? It's super, super important. Then I want you to understand what this looks like for you. You know, when you're watching this video, you might set out a goal of 30k a month or 50k a month in your coaching business, and that's amazing. But what does that actually mean to you? How does that fundamentally change your life? Like our business has scaled to $535,000, thousand dollars in cash in one month, and it did not change my life in one piece. Actually, funny story, when we did do that, my living expenses, except my rent, because my rent is paid up uh for the year, was $2,000 for that month. I don't spend money, I don't buy shit, I don't do shit like that. I just focus on what I enjoy doing, and success to me involves working with cool people in a cool place on cool stuff that I truly, truly enjoy. And that's what success looks like to me. You need to understand what it looks like to you. Now, what does failure look like? Okay, what's the antithesis to this? I don't even think failure is like particularly real, if you're honest. I think it's just like another thing that happens. I'd prefer to be in the game, e.g., which is why this is called the inner game. I prefer to be in the game, in the inner game, getting absolutely smashed over the head than outside the game, judging from the sidelines and throwing stones, okay? That's my fundamental belief on this because this is how we're gonna go from visualization into based reality, and that's the next way to transfer this, okay? And then I want to go have a look at what does your lifestyle look like, okay? Let's look at lifestyle design. This is a really important area here. How do you want your days to look? How much hours are you working? What does your day look like? What does the perfect day look like for you? Where are you living? What are you around? What are you doing? So for me, my fundamentals are I'm gonna eat good food with good people, I'm gonna train, I'm gonna wake up in my own bed, and I'm also gonna be able to work in my beautiful office un uh unbothered all day, what I want to do. That's for me what I a perfect productive day for me. I'll walk, I'll go to the beach if I want to. I live in a tropical climate, so I'm always out in the sun anyway. I'm always out and I'm I'm outside, so I like to have that opportunity, but it's important that I have that lifestyle design. Now, if I lived in miserable Dublin where I used to live and it's raining and everyone's fucking miserable and shit, like I'm gonna I'm gonna hate myself. So why the fuck would I put myself in that scenario whereby I'm not going to enjoy what I'm actually doing, which is the whole reason why I'm solving for this inside my business. And the next stage is what business do you want? Okay, who do you want to work with? What team do you want to work with? What's the structure? Do you want to do done for you? Do you want to do done with you? Do you want to do done for you? You can kind of do anything you want, not gonna lie, but we need to design this initially. So for us, obviously, the agency is a lucrative model, it's a tough model, but our agency has made us a ton of money over the years, multiple seven figures in revenue for many years. Okay, it's a tough model. I'm happy to play that game because I have the right people in the right seats, I've changed people and so on, but you need to understand what it works, what does it work look like for you? The biggest thing for me as well, as I look towards my future, is I want to go more into speaking. I do a lot of speaking events and all this kind of stuff. So I want to be able to have the lifestyle and the business that allows me to be able to sit, you know, stand on stage and speak for one to two hours at a time unscathed. Okay. Now, after this, I want you to look at what do you not want your life to look like? Okay. So all the anti-goals specifically inside of your business, what does that actually look like? What are you avoiding? Okay, what do we not want to have? So for you to get to your revenue goal or your business goal, what must not happen? And what that means is all of the things like you don't want your relationships to fail, you don't want to become overweight, you don't want to become like sad and depressed and lose your hair, all this kind of stuff. What are the three things that we want to avoid? For me, it comes down to this, these three core components delivery, marketing, sales. Very simple. Delivery, marketing, sales. Where are the traps? Now, unlike all the other coaches that tell you that sales is evil and you got to sell via a napkin, I'm thankfully not going to tell you that. But what I will say is you don't want to be caught in a sales trap whereby you have to book and close all your calls forever. Now, if you're booking a ton of calls and we're gonna have you book a ton of calls, that's amazing, but eventually you might want to hire, okay? Same with delivery. We run a content agency. I've created thousands of thumbnails, but I've never I never made one thumbnail. I had a designer for an entire period of time, and that's the beauty of having the right systems in place so that these things don't become an annoyance, okay? And then we got to look at what are the goals you want to, what are the skills you need to learn. For me, there's three course skills product, marketing, sales. Super simple. Where is the delta right now inside of your own business? That's what I want you to focus in on, right? What do you not have and what you need help with? This is what we're gonna help you with today in this video, and this is what we help in the directly inside of Voix as well. And if you want to see how this is done and implemented with you, head down to the links down below. You can book a call directly with our team, and our team will help you specifically build out this. But where are the deltas? Okay, one is on product design. I always see people struggle with this big time. Second is on marketing, they don't know how to get leads, okay, or they're getting attention but the wrong attention. And then three is on the sales side, they are effectively not doing sales, or they don't understand the sales because from here we'll then take all this information and knowledge and we'll transfer this into our actual weekly drilling. So, what I want you to do is to focus on one primary goal for that week. How do we complete that goal and then move on to the next version? And at the end of this, we're gonna have a direct view on your entire vision. Where do you want to go? What's your B HAG? What's your business model you want to get there? How do you want to design your life? What do you want your life not to look like? And we want to have this completed. So that we have an overarching theme of exactly what

Offer First Or Nothing Works

Darren 22:03

we want to do. And now that we've completed this and we know exactly where we're going next, we can then focus on the most important thing, the most important thing in your business and how to actually get this done, which is going to actually be your offer. So now you know exactly what your lifestyle looks like? What does your framework look like? What do we need to do? We have our primary goal, our BHAG, our time-bound, our specific rocks and our milestones. Why is this important? Because this framework is forever. Okay. This is going to be how we've helped how this is how we've helped hundreds of people, but how you're going to help yourself as well get to the next level because you have to go from I, I, all the way down into the heart, all the way into the logic. And I'm a big, big believer on this. If you're watching this for the first time and you've probably seen some of my tactical content, you might look at this and think, whoa, like I didn't realize that Darren does his stuff. It's like this is a big value for me because this is how I first tackled all my big goals. Like I remember distinctly when I was sitting in Singapore in my apartment, dialing and smiling leads from the floor with no furniture many years ago, that I had a book that said on the back of the book, make 10k a month. And that was my goal. And that was my short-term goal. And you know what? It was a fantastic goal. And I remember I hit that goal 60 days later in my business. My annual goal of getting the 10k a month. I hit 60 days later of starting my business. Why? I was sitting on the floor in Singapore, no furniture in that room, and I wrote on a piece of paper, make 10k in a month by the end of the year. And I got one client for 4K, another client for 3K, and another client for 3.5k within 60 days, and I had hit my actual specific goal. And you do that with logic, but you equally do that with force. So the force that I applied was I was waking up, DMing, dialing, emailing, getting kicked in the absolute teeth, chewing glass, getting my eyes ripped out on sales calls. I would be so fearful that someone would even show up to the sales call. And as a result of this, and at the end of all of this, I then sign clients. So what I'm going to show you is the fast pass is how to avoid this, how to set this up. But first step and first motion on this is you gotta, you gotta get this stuff dialed in. You gotta focus on this, you gotta get this stuff dialed in before we get to the next section. Now that we have our vision defined, we know exactly what we want to achieve, we know exactly how we want to get there. Now it's time to build our actual offer. Okay, so the offer is the most important part of your business. If your offer sucks, it doesn't matter about anything else. You can't run more marketing, you can't run more ads, you can't take more sales calls, because it's just an uphill battle, always, forever, forever and ever and ever. So if you take one thing from this massive free course, it's that if your offer is shit, no one will work with you. I will help you build this offer, I will show you exactly how we do this step by step, and you can follow everything. But if you overlook this, you are screwed. And the reason why I would put so much emphasis on this is because when I'm speaking to people and we're speaking to people in chat, and prospects are coming in, they're always like, Yeah, man, like the offer's done. Like, I already have an offer, I have a coaching offer, I have an agency, and I and I know exactly what to do already. And I'm like, but but but no, but you're not making any money. And they're like, Well, I I do have an offer, I just need more leads. I'm like, you don't need more leads, you need a better offer. Because if you solve that problem, everything else is better. The way I think about this, use an analogy. It's like if you build a house, if the foundation of the house is built out of cookie dough, it doesn't matter how much you dance and dress up the house inside, it's gonna crumble and fall to pieces. Whereas if the foundation is made really strong, then you don't even need decorations. You can actually have less in the house and it would actually look better. And that's the best way to look at this. The more shit you make in the beginning, that's terrible, the more of a mess you make with your offer, the harder your life will become downstream. This will become a very painful problem for you that if you don't solve. So, what I want to focus on this section is specifically how to build out an amazing offer, how to optimize your positioning, how to all how to run this as a re-offer strategy, and how to get the leads in the door. Because over the years I've just learned so much about this process. Because if I give an analogy from our example, when we started as a content agency, the positioning, the positioning was we will help you grow your brand and drive your authority. And people said, Wait, what the heck? I don't want anything to do with that. I want more money. And we said, No, no, no, no, we'll help you build your brand and we'll help you save time. Save time because we'll do it for you, done for you with content. And they said, No, I want to make money. So the basic offer here that we had was we'll grow your brand authority. That was the Vitamin offer. The painkiller offer was we'll help you drive leads. And the bleeding neck issue was we'll help you drive more revenue. Because that's all that people care about. Let me be exceptionally clear. No one gives a shit about all the other stuff. All they care about specifically is how will this specifically help me? How will this specifically help me drive more revenue inside of my business, especially for business offers? Okay. So what I'm gonna do is I'm gonna come in here and we're gonna so what we're gonna do is we're gonna focus specifically on how to build out this offer.

Painkiller Positioning And Specific ICP

Darren 27:44

We're gonna focus on the problem, how to solve a painful problem for a specific user that's easy to find online. We're gonna focus on the structure of your offer, how to structure this offer, and then we're gonna focus on the actual positioning of the offer as well. So let's get straight into it. Now, from building hundreds, if not thousands, of offers for clients over the past couple of years, I've broken down our key cornerstone principles that I need you to keep front of mind. Okay. So every single problem has one solution, every single pain point has a process associated with solving it. So let me give you an example. If you have an issue with your ear and you go into the doctor's office and your ear is super, super sore, the doctor will give you a diagnosis of the problem and give you a prescription of a very specific drug in this instance to solve that problem in your ear. Now, he does not find out 56 different things across your body, and he there's a cut here, and you got a splinter in your foot and all this kind of stuff. He just focuses specifically on one problem and one solution. Because if he solved a bunch of different issues, he wouldn't be focused on the core issue. And on top of that, with his diagnosis, when he's giving you the prescription and he gives you an antibiotic, he doesn't show you the medicine cabinet and he says, Okay, take your pick, find whichever one you want to use, and let's pick whichever one you want to use. He doesn't do that, he gives you a very, very, very specific prescription, which is what you want to do with your offer. Next is the bleeding neck issue. So whenever I'm working uh with people specifically on this, whether it's on stage, on a webinar, with clients, or with our own clients, or with our own offers, I always look at what is the main bleeding neck offer. So what we help people with inside the incubator is one of our flagship programs, especially our new program that's just about to come out. We help people specifically get to 30k a month. So all these playbooks that you're seeing now at a high level, this is all the stuff that we'll work directly with you with inside of our incubator program. So we help people grow and scale their business to 30k a month. That's a bleeding neck issue. The problem that we solve is revenue growth, lead flow, and sales. Okay. Lead flow, sales, specifically helping you get to 30k a month. We do this in this way because we solve a bleeding neck issue. A basic issue here is just some random thing like we'll help you build, create content that gets views. No one gives a shit about that. I'm gonna be very, very clear in this video. You're sitting down, you're watching this free course, I'm gonna give you exactly the honest truth. No one gives a shit about getting views on the internet. Like no one cares about that stuff. What people care about is leads, revenue, money. Now, you could be saying, but Darren, I run a personal development offer. Good that you asked. Inside of Voix, 60% of our offers are personal development, which is health and relationships. On top of that, of those, 80% of our clients are women. So I know specifically how important it is to have the right offers that fit into personal development. So when it comes to health and relationships specifically, what that would look like is in the relationship vertex, we would need to focus on, let's say, improving relationships, improving your health. When it comes to health, improving your confidence, your sleep, all these small areas that usually they're not taken care of effectively. So we got to make sure that we're making this a bleeding neck solution, not a basic vitamin. Okay. Then what I want you to do is I want you to focus on becoming confident, okay? If you're confident with your offer and you're selling it at a lower price, totally fine. Okay. I think 70% of what you want to charge it at is most important because we want to get caught, we want to get confidence, we want to get the support out, you want to make sure that it's working in the right way. This is how we're going to actually do this. The next thing then is about modality, okay? If you can't get results for someone in one-to-one, you will never get results for someone in a group. It is the biggest misconception that for your coaching program now, if you're making less than like 30k a month, that you can go straight to group. That is total bullshit. Anyone that tells you you can build a group coaching program as your first offer is completely lying to you so that they can sell you their program. What we do specifically with people is you work with them and

Modality Speed And Proximity

Darren 31:57

we help them optimize a one-to-one offer. Why do I do this initially? Is because if you can't get results for someone in one-to-one, you will never get results for someone uh on in group. So what we focus on is on this index called speed and proximity. Okay, so I'm gonna show you this, I'm gonna break this out specifically. So, what this means is we will have this index which is based on speed up here and proximity down here. And what that means is the higher the speed, and the higher the proximity, the closer you are to you, the closer they are to you, the higher the probability of the result happening. Okay. But if we don't, but if they don't if they don't have high speed and not have high proximity, if it's down here in some sort of group program, that's great if you're an expert, okay? But if you're an expert but not an expert at business, you can systematize your business to be able to get that result as fast. Okay. So that's why speed is super important. Speed to result is super important, and that's what we need to get right in the beginning. Making sure that we have the right one-to-one offer that we can systematize and eventually turn into group. You can then turn it into a group coaching program, but in the beginning, you need to get results for people in that core, core focus. And then specifically, when it comes to your program, people ruminate, procrastinate, and mentally masturbate all the time on trying to make the perfect, the perfect offer. There is no perfect offer, there is sales and revenue attached to the offer. So when you're there like twisting your thumbs over and over again to try and make things better, the marginal increase that you can make to your offer is actually it's insignificant. What you should be doing is focusing on driving more revenue inside of your business. And if you can drive more revenue inside of your business, you're going to be able to pull in the results that you want. So that's the whole goal. Okay. So, how do we optimize your offer? I want you to follow this one specific line. What is the painful problem that you solve for a specific user that's easy to find online? This needs to be very specific because I was once in a coaching program and some dude was like helping people in Alaska who are on like an oil rig, and the guy that owned the coaching program said, dude, like how can you even contact that person? They don't even have like internet or like cell cell phone data. Like they don't have they're not accessible. You're basically selling to like people with with no access to the internet, which is why it doesn't work. So for you specifically, we need to find someone who's easily accessible on the internet, okay? So Instagram, LinkedIn. If they're not on Instagram and they're not on LinkedIn, don't even bother selling to them, genuinely. Because if you can't run ads to them or we can't target them in organic, it's just not worth the squeeze unless you have some bespoke awareness, you know, a bespoke knowledge about specific things. So what we try to focus on for our offer, okay, is we help coaches scale their business who are making 2k to 5k a month to 30k a month by building a group coaching program and a one-to-one program in six months. We have a specific user, specific outcome, specific conditions. That's inside the incubator. Inside of Apex, which is more of a mentorship program, we have coaches and agency owners making 30k a month scale to 100k, 200k, 300k, 400k a month. We've done this over and over again. That specificity means that in my offer, sales calls, uh content, when you're looking at that, anyone's like, okay, I got it. Like this this dude, this dude gets me. You know, he gets me, he understands me, he there's this clear focus with this, okay? So the specificity in the offer is the most important thing because from there, we got to turn this into a bleeding neck solution, okay? What is that painful problem that people can't live without? So the way I think about this is if it is a true vitamin, it's a nice to have. So let's just say helping you get six pack abs, that's a nice to have. Sure, I want to have six pack abs going to um Marebea, but at the end of the day, if I don't have it, I don't really care at the end of the day. It's like it's not the end of the world. Does that make sense? Whereas if I am about to die because I don't fix my blood levels and I don't have all my blood tests in order, so my blood pressure is going up, I'm having all these issues, and if I don't solve this one specific issue to do my health, I could die. Consequence marketing, then I wouldn't buy a thing. And that's why some medication is so expensive because the consequence of not taking the medication is debt, and debt is literally finite, final. So the best example of this is the example of Steve Jobs when he was diagnosed with cancer at the time. So he was brought into a doctor, and a doctor told him about his problem, but never emphasized that if he doesn't solve this issue, he will actually die. The doctor didn't create the gap and didn't showcase him the actual medication that he needed to take, which is why Steve Jobs went off to like India or something to try to find the solution, but never actually solved obviously the problem and then ended up becoming a fatality. Because the doctor never actualized one, the gap, the actual gap between where he are where he is and where he where he needs to get to to solve his problem, and then two didn't articulate the solution as clear to him. Okay, so it's a very, very important lesson to understand because that is the biggest consequence, which is incredibly unfortunate. And it was one of them, you know, the most skillful people that has ever lived entire life, and the most talented person ever. And one of the reasons why is the articulation of the problem was not articulated in a way that anyone could understand and to solve their problem, which is the biggest issue. Okay. So, what is that painful problem that they solve? What would people pay for? And again, what is one specific shift that people can make that if they make that shift, they'll be able to transform their life? Okay. So I speak a lot about my content called the one degree. And I fundamentally believe this that most people in their life are just one degree off. They're one degree off having the perfect relationship, they're one degree off having their health in order, they're one degree off having their business in order. And if they align that gap and fix that gap, they would actually grow their business, improve their health, improve their relationships. But the reason why they don't do that is because they don't understand the gap, which is the whole purpose of your offer. So this is how we want to design the offer. This is these are the formalities. Then we want to get into the modality. The modality is how do we actually want to help people? Okay. Because the way I always say this, right? If I helped you get to 100k a month by licking this window, and the unique mechanism was to lick this window right here, someone would lick the window. And that's that's the funny part about it. Is that if the unique mechanism was I help coaches get to 100k a month by licking windows, someone is gonna lick the window. So the actual result is the result. The mechanism, or otherwise known as the modality to get there, is literally irrelevant. It just depends on what you need to give someone to get the result. So for us, with a 30k a month goal inside the incubator, we help people through a group model. There's one-to-ones in the beginning, there's an onboarding specialist, there's a client success manager, there's oceans and oceans and oceans and oceans of training material, there's absolutely everything they need to be able to grow their business, all this kind of stuff. That's inside of that model to get to that specific goal. Whereas when it comes to uh specifically working with people one-to-one in my mentorship, that's private access. I work with people hands-on, I work with people in the weeds to get them to 100k a month. Uh, we've had maybe 100 people go through that program specifically, and that's a one-to-one program, six-month container, hands-on. We help them get to 100k a month. Why? Because the result is vastly different, okay, right? Getting to 100k a month is a lot harder than getting 30k a month. So as a result, I need to be in the weeds. I need to like, you know, check their webinars, check their ads and shit, and just make sure that everything is succinct. And that's what we do inside of that program, okay? And then the last thing then is done for you. So we run a sales agency, so you work with companies, larger companies that are making roughly around three and a half million a year. So we'll work with companies specifically who are making three and a half million a year and we'll take care of their sales. So everything from setting, closing, outbound, all that kind of um stuff. That's specifically in that. So the way I think about this is what do you need to do to get the result? So we have our community, our training platform, our playbooks, which people utilize. We work specifically with people on that to get the result. What do they need to do to get the result? That's the big question here. Then so when we have that taken care of, we we look at the modality to achieve the result. So that's where you'll come to the conclusion that oh, from my coaching program, I need to do one-to-ones because if I try to bring Mary in, who's never had a business in her entire life, who wants to get to a million a month, well, I can't do that with a 45-minute course. Obviously, I'm gonna need a much more in-depth version of this to be able to get that down, okay.

Pricing The 70 Percent Rule

Darren 41:24

Then we come into the pricing, okay. My logic here is a 70% rule. What can we charge he was 70% in the beginning to be able to grow to be able to get uh lead flow and true put in, okay? So if I was to go back to the iPad for a second, okay, the way I think about this is your business is your business is literally just a massive pipe at the end of the day, okay? And inside this pipe, we need to make sure that there's true put through the funnel, okay? So if that is the case, I need to get people coming through here, which are otherwise known as leads, and they can't get clogged in the pipe. Okay, so if they get clogged in the pipe for reasons like the cost is too high, there's too much friction in the funnel, I'm not gonna get the true put through here. So, what I would look at is how do I get maximum throughput through the funnel to be able to drive the most amount of revenue? So let me give an example. When I first launched the incubator, it was $3,000 in here. We sold 42 units in five days. Okay, that throughput generated like a couple hundred thousand dollars, okay? But if it was seven thousand dollars, I might have only sort of solved I might have only sold ten units, and the delta between this is vastly different. So this is 30,000, 60, 90, 120, this is like 126,000. Don't quote me on it, but roughly, this is 70,000. Okay, so the delta effectively is 56,000 in here. That's a delta between the two. This is what we call cannibalization. So if you literally charge too much for your offer, you won't get the amount of throughput through the funnel, and you'll lose a delta of this in between. Now, no one tells you this shit, and how I know this is because I have a software background and I worked at the fastest growing financial technology company of all time, and this is the shit that I worked on every single day. Like this is pure, this is actual economics of a business. And this term cannibalization is actually very tough to understand, which is why most people just have a random shitty pricing of like five or six K, no one buys their stuff, and then they quit and they pay play a paddle. Like it is literally a loop, it's an absolute vortex loop if you don't understand it properly. So that's why you really, really, really, really need Understand the pure nuts and bolts, the pure nuts and bolts of economics. So I say all this because in your first offer, or in your offer right now, when you're trying to grow and scale your coaching business or your agency, charge 70% to get more throughput through the funnel to build a client base and also to build up confidence. Like you need to become confident at what you do. Like I hopefully give off the energy of confidence because I've just done this shit for years. It's the same stuff over and over again. It's the offer, it's the traffic, it's the sales, it's the same thing. So for you, you might have a knowledge deficiency right now, or you might have an ex expertise deficiency. So don't try charge more than everyone else in the world. It's just not worth it. You're better off coming in, getting some experience, getting this stuff dialed in, and then building up your reputation and also building up your confidence to be able to sell more at a high level. Okay. So understand your modality, understand what people pay for, and understand the proximity at the end of the day because people are paying for speed. People are not paying for you, they're not paying for a course, they're not paying for you to sit down and hang out with them and ask them how their feelings are and all this kind of stuff. What they're asking for and what they want specifically is speed. They need to get the result, okay? Health, wealth, and relationships. That's the most important part. So when we want to make this a bleeding neck issue, and we're gonna go back to my iPad. Inside of this, we're gonna see three different vortexes, okay? So the way I look at it is there's three different panels. One is health, wealth, and relationships. Okay. Now, inside of this, this is how we're gonna turn our offer into a bleeding neck solution, okay? So every single offer will start off as one. So I help you get more leads, uh, wealth, I help you get a six-pack health, I help you improve your relationship, relationships. But it's the intersection between two or three verticals, which increases the price and the actual result. So let me give an example. I help you drive more revenue in your business so that you don't need to escape from your business. That's health and wealth. I can also reference that so that you can go and build a family, have time back, become less stressful in your business, and that's health, wealth, and relationships. That is our business model. We help you build a business that you don't need to escape from. You optimize what's important inside the business, which is revenue. Most people don't talk about this, but yes, revenue and profits most important. Then it helps you become less fucking stressed because you actually have money, and then you can focus on other areas of your life. Like many of our clients who have their first child, they have um yeah, multiple children, they're focused on their relationships, they're focused on health. We have many clients that are like high-rox athletes and all that kind of stuff because they make the money to go and do other shit, and that's super important. Okay, that's our value, which is the reason why we get a lot of clients, right? Is because I'm able to build offers specifically that encapsulate one or two entry of the core fundamentals of humans, okay. Health, wealth, and relationships is is basically Maslow's hierarchy of needs, but in the business sense. It is if you look at Maslow's hierarchy of needs, understanding the base levels of needs going up to self-actualization, fundamentally, that's what you can chart this against because it's conceptually the exact same thing. Cool. So let's get back into the playbook and look specifically on your actual positioning, okay? So positioning also sings off of the health, wealth, and relationships, which is about turning things into a true, true, like no-brainer. Okay, this is from a lot of copywriting. So the best copywriting books like uh cash fertising for instance, any Ogilvie book, anything to do with like uh Dan Sullivan, anything like this, right? A lot of the the great copywriters, specifically, even looking at expert secrets from um Russell Brunson and looking at when it comes to sales, gap selling by Keenan, they're they're my core main books for this. And the model then is making it new, unique, novel, and different. I was on a client call with someone recently who had an AI agency. So I'm gonna give an example of an AI agency. AI agency is new for the most part. What that means is if I spoke to a dental practice, and that dental practice is doing the traditional stuff whereby they're running Facebook ads and they're getting a lead form, and then the lead form, then they need to call the leads. Well, enter AI

Build An Offer Ecosystem

Darren 48:48

automation whereby that can be done with an AI bot, okay? And there's an as a lead form, an AI bot, there's even an AI dialer, and that is new, okay? That is also unique, okay? It hits the model of unique. Why it's unique is the fact that it's not done previously, so it feels new, it feels different, and this involves your marketing too. It makes your marketing even stronger because it's unique, it's different, it's changing, okay? It's novel, it surprises them, it it triggers a part in their brain that they would never be able to trigger otherwise. This unique part of their brain will start to go off effectively because they're like, oh wow, that's crazy. This is the reason why the girl in the red dress is so desirable, is because it's it's different, okay? It's something that goes against the norm, it goes against what you do on a regular basic basis, basis. And then lastly, is different. It literally is different, okay? It makes them feel new, different, and unique. Okay. That's why when you see like the $7 ebook on on Instagram, and if this is a $7 ebook to sell by chat and to get off sales calls, people are like, wow, it's seven dollars, and it's gonna help me achieve this massive goal. And then you buy it, and it's a piece of shit, right? Because they are marketers, they're not business owners. Super important understand, but I still obviously need to help you on positioning so that you understand at a fundamental level how and why people buy shit. Okay, how and why people buy shit. It goes down to making things new, unique, novel, and different. Okay. Now, with this, I want you to look at specifically how you can make this more granular. So looking at who your ICP is, getting into the nuts and bolts of this. So let's just say, even if it is B2C, you're selling a mindset course to everyday people. Well, if your pricing is pretty high, $3,000, $5,000 for like a mindset program, well, that would obviously mean that you're not selling to everyone that has a mindset issue, you're selling to specifically people who can afford that, which could be business owners, executives, and so on. So that's important to fit into the ICP. Because a lot of people who struggle with defining their ICP when it comes to B2C, they say, well, you know, it's easy for you because you have a business and business owners, they're very specific in who they are. It's actually not true because your ICP is actually determined based on price, as I said, speed and modality. Okay. Because some people like they're not gonna like if you're charging $10,000 for a hypnosis program that's in person, well, you're not gonna get someone who works at Tesco, right? Because the person at Tesco has a nine to five and doesn't have the financial abilities to buy the $10,000 hypnosis program in person. The person that would buy that is an entrepreneur who's living in a high-rise apartment in Dubai and doesn't have any time to do shit and is super, super lonely as a result and needs a hypnosis program, apparently. Okay, that's how we define who this is, okay? Next thing then is mapping out the pain. So I want you to go very, very detailed on this. We do not do for the most part, I don't really focus on I don't really focus on future marketing or goal marketing. The reason being is because how why would you want to go to the Maldives if you've never experienced white sand before? Or if you've never seen a blue ocean before. It's a nice to have, but it's not a must-have. But if I said to you, you don't want to end up back at where you were when you started your business, living in your mama's basement and eating, you know, cup of soup or whatever it's called, you're like, holy shit, yeah, that's so true. I don't want to go back there. So then we lean much more into pain marketing because pain marketing allows you to jump. You're like, uh, and it makes you want to jump and actually get there and do stuff. Okay. Very, very important. Then we got to focus in on like what scares people. So again, focusing more on what does that life look like. Then looking specifically at what are all of the issues if they don't achieve that goal? So what scares them, what makes them fearful? That's the most important part to iron out that specific offer to make sure it's very, very, very, very granular. Okay. And then lastly, after this, we need to look at the big domino effect. So, what's the one thing that I need you to believe so that you're able to buy the thing? That's a model. What's the one thing that people need to believe so that they buy it? Okay, so let's just say for the incubator specifically, the belief that we need to shift is you're already doing stuff, it's not effective. What you need to do is build a scalable program and have the right traffic and learn sales. That's it. That's what we need people to believe. That's a big number, big domino effect. So if I'm able to help you believe that and show you that, you're then gonna say, okay, this makes perfect sense. Got it. And then this is when we really focus in on the ecosystem, right? So one of the biggest things that we've helped clients with specifically is on building out an ecosystem. An ecosystem isn't just defined by having one offer, an ecosystem is defined by having a series of offers that solve a painful problem for a specific user that's easy to find online. So, what that means is our free content is better than most people's paid content. Our YouTube content will solve a painful problem. If you watch this video and you implement this, you would undoubtedly get to your revenue goals. But for people that need additional support, we have a group program called the Incubator. This is our fourth version of Incubator. It's my fourth time building out the incubator program, which helps people scale their business to 30k a month. We then have an Apex program on the back end, which allows people to scale their business to multiple seven figures in annual profit. And lastly, we have a service which is a done-for-you sales agency. Why that's important is because inside of the ecosystem, we have multiple offers. So when it comes to Apex specifically, we'll help people in this specific way. We'll help them get leads, let's say, we'll help them set calls, we'll also help on putting in appointment setters and closers, we'll help them on the sales side to define that. So we'll help them book more calls here, complete their calls, close clients, and we'll help them build out these programs. So for you, this is exactly what you may need to do next inside your business. You'll need to build out a series of ecosystem offers that has a one-to-one offer, a group offer, and a series of back-end offers that increases LTV and retention. We can work on these things specifically and make sure that they build out together. That's how we build out a very scalable program. And this is how we've been doing this. So at first, you don't need to build this out, but you'll want to build out a series and suite of offers. So how we do this is we work with people like myself, our head of sales, my CMO, our creative director, and our partnership manager. And we go to war with people to help them optimize their offer, their content, and their sales process. And then the team that we have to deploy this are our client success managers, our training material, the playbooks, our consulting calls, and our private consulting. So inside of Apex, we do private consulting with our clients to make sure that they're able to actually get the actual role and the goal that they need done. Okay. And why that's important is for you right now, when you're building out your offer, you need to make sure that your offer is scalable, repeatable, and enjoyable. That's the biggest thing. We still want to get results for people in the beginning to make sure we also want to get results for people, but we want to make sure that we can help them specifically get very granular results. And once that's complete, then we'll want to make sure that's that this is scalable as a result. And that's how you know we've got these crazy results here, like Imran doing 11k to set off the month, and another 16k payment, Alex doing 15k, Ryan and Charlie doing 150k in a month. This is pretty crazy. Sam doing 145k in six days, Andrew doing 28k in one painful client, and Ben doing 14k a month. So that's pretty wild, right? So that's part of that ecosystem model that we actually design with people, which you will be building out next. So at the end of this, you have one clear offer. Okay. So now we know exactly what the problem is we're solving. We know the specific problem that we're solving. We know really what the structure is. So how do we want to actually get the result for people, which is the modality? And then on top of that, then we have the support structure and we have the actual program length. Okay. This positioning then is all broken out together. So specifically, you're able to see step by step by step how you actually get the result for people. Okay. And now at the end of this, we have a very good, uh, we have a very good program that we can help get the result for people in a very clear, specific way.

The Re Offer Strategy To Monetise

Darren 56:55

From here, we're going to move on to the most important section from here, which is about running the offer. So all those coaching programs that tell you, okay, you got to go create a bunch of content and you gotta talk about your positioning, and you have to position yourself as a genie in the box, and this genie needs to be a guru, and then this guru needs to, you know, position himself and look at all these fancy lights and stuff that we have. That's all bullshit, right? All that stuff is bullshit. Anyone that's teaching you positioning and teaching you content is not a business owner. What we focus on is helping you drive revenue inside your business. So I'm gonna help you work on a very specific strategy called the re-offer strategy. This is something pull this up. This re-offer strategy was built by myself from running offers to people. We have made up to a we've made over a hundred thousand dollars in one single day for three days in a row running a re-offer strategy. The re-offer strategy is the most important part of your business to be able to drive more revenue because when you create attention and you get leads, so many of you guys burn leads alive. You may as well just pick up a piece of paper and light it on fire. But if we're able to go back to these leads and run very specific strategies, a very specific re-offer strategy, then we are actually gonna be able to grow our business in a very succinct way. And part of this re-offer strategy is being able to go to leads who've come into your world, who booked the call, didn't close. And that's what we're gonna do today. So now that your offer's done, forget about it. Just it's finished. Now it's about time to actually make money. So I will never ask you to go create some dumb YouTube video that you don't need to do at the wrong time. This is what you need to do right now, which is running your offer specifically to people. So, what I want to show you is what is a re-offer, what are the levers, how to pull this, and how to drive more revenue inside of your business. If we can get this right for you right now, you're just gonna make a ton of money. So, what is the what is the philosophy? Re-offers are for people who booked a call, didn't close, who are existing clients who haven't actually closed, and people who want to work with you, but for whatever reason they get they didn't get started. So, think of the person who effectively you would love to work with but doesn't get started for whatever reason. They have all these mental barriers, all these problems in their head, all that kind of shit, which stops them from getting started. We need to give them a very bespoke, personalized offer that solves a painful problem for a specific user that shows them specifically how you're actually going to help them. If we can get that right, they will they will want to work with you straight away, okay? So, what the logic is, we want to help you stress test this. I'll show you exactly how to do this, and I'll show you how to map out everything to your actual clients. Okay, so inside of the re-offer strategy, there are specific barometers and there are specific rules, okay? And I'm gonna go back to my iPad here to show you this, okay? So inside of this, the re-offer strategy is broken out into three core components of leads, okay? There's three specific buckets that showcase how you can actually get this result. So the first is hot. Everyone who's in the hot is gonna get a re-offer. Then there is the warm, and then from here, there is the cold. Anyone who's in the hot is someone who booked a call, didn't close, and a current client. You can give people an offer and you can run your offer to people that anyone who doesn't hate you. If you have a client that hates you, you can't run an offer to them. But if they don't hate you, you can run an offer to them. If they're in the warm bucket, they're people who maybe hit your funnel and bounced. They used uh maybe our software, they hit our software aura and you track their leads and they bounce. I'll show you that later on. And then cold, we're not gonna run a re-offer to cold people because they're just coming to your world. So the only purpose of marketing is to pull people into the cold bucket. That's like the only purpose of marketing. On top of that, there's the warm and then there's the cold. Okay, so from here specifically, what we want to do is partition our leads. I want you to create a list specifically that's based on this vertical of hot, warm, cold. From here specifically, what I want to help you with is creating a re-offer strategy. So, what the re-offer strategy is is quite simple. Is there's four key specific areas. There's four key specific areas. One is proximity, next is speed, next is duration, and last is the price. Okay, when we're giving a re-offer, these verticals go up proximity. You're gonna give some additional one-to-ones, or maybe like an extra onboarding call, or maybe like an audit or something like that. Okay, speed is a fixation on a goal, so you you pick a 30-day goal and you focus on the goal to achieve the goal. 30 days, 60 days, whatever is realistic. Next is duration that goes up, so extra one-to-ones. So, what that would look like is giving an additional one to two months specifically inside here, and when we have those additional months being given to people, that will increase the span of the program. So, let's just say your program is six months, you'll increase the duration, so it's actually eight months, and then next is price. Price will actually inherently go down. Now, you're not changing the price, but perceived price goes down. So, what that looks like is let's just say I have an offer uh that helps people optimize their health and nutrition. Well, during that process, I might give some additional one-to-ones to review their blood work, all that kind of stuff. We'll focus on the first goal, which is basically, you know, maybe losing body weight, getting their sleeping check, uh, focusing on their business over the first 30 days. Then looking at the duration is we're giving it like an extra one to two months in the program, and then looking at the price, the perceived price will go down inherently because we're able to drive up so much revenue elsewhere. Okay, these are the main core components inside of this offer. So we want to run this re-offer specifically to people. So let's go back to our notes for a second. So inside of here, we're gonna have these four levers as I discussed: proximity, speed, duration, price. And now we want to be able to go and run these, okay? For all these leads who booked the call, didn't close, and all your current clients, we want to check in with a genuine and a very, very genuine check-in. Hey, Johnny, just want to check how's everyone mean with your what problem ABC? Did you manage to solve that? I nearly always say, Did you manage to solve this specific problem? Because if someone is showing a problem to you, chances are they haven't solved it. People don't inherently solve their own problems. People usually just absolutely screw this stuff up and they don't actually solve their own inherent problems. Okay. So what we need to do is we need to check in to see that they actually solve their problem. Then we want to say, okay, cool. So since you haven't solved your problem, well, I'd love to walk you through how we could help you solve that problem if you're open to hearing it. They'll say, Yes, I'm happy to hear about it. At that point, you'd either book them on a call or you'd give them the offer in message. If they're very warm, you can give them the offer and message to speed up the actual process, or you could transition it into a call. Okay. This is where we make the offer and then we we show them specifically how we can help them solve their problem. Okay. So we need to connect, make sure that we have the problem, they feel seen and heard. We transition to the pitch, we make the offer, and then we say, How does that sound? Are you open to getting started? So one of the pitches, the scripts that I have in here is we want to specifically focus on how do we solve that problem. So, hey John, how has everything been with your health since we last spoke? Okay, cool. I want to drop you a quick note because we're launching a new program. I know timing is important for you. So if you're able to make an amazing offer today, would you be open to getting started? Then the follow-up would say, Hey, I just want to make sure that everything you feel comfortable today and everything is aligned and ready to get started. And then the offer, we're gonna go through what the offer actually looks like and the actual setup. Now, for this specifically, you don't want to do any sort of price drop, you don't want to do any payment plan, you don't want to do any anything like that. You want to focus really in on what is the actual problem that you're solving and can you solve that for them. So this is where it's really important for you to use your notes on your sales calls. So I'm gonna show you in a minute our software Aura. Aura is my own software that does AI coaching. We coach uh specifically based on sales calls. So we pull the transcript, we have our own transcript note taker that runs during sales calls, and we show you how to review your calls with AI. Okay. Why that's really important is because I want to be able to specifically uh go back to leads and say, hey, I remember you mentioned you had a lead flow issue that you couldn't get leads on Instagram, you could only get like 15 leads or whatever it was. Have you solved that problem? So being very specific, you can use my software aura as well to be able to uh tie it back to very specific problems. And then at the end of all of that, then you're able to actually solve a very specific problem. The prospect then will know okay, this person gets me, he understands me, he understands my entire logic, he gets my vibe, he gets the feel, he knows exactly what I'm doing. And then from there, they're going to be able to actually help you. You're gonna be able to help them directly. So now the goal is let's run this reoffer. You have an idea about the exact exact pillars. So we have the four different quadrants. Now we know what the scripts are. We want to connect, we want to find pain problem, and then we want to run this re-offer. So go into your actual lead for leads right now. Now, please don't tell me you're using a spreadsheet to manage your leads. If you are, please move to aura immediately. If you are using a spreadsheet, pull up a spreadsheet of your leads, figure out exactly who is in that bucket who booked the call, didn't close. Then we're going to run a very bespoke and specific offer to them. And then we want to run this as a pattern every single, basically every single month. Okay. I would almost say twice a month, we would do this. And then we would actually specifically find exactly where the air. So we got to make sure that we use aura for this. We're going to run the re-offer message. We want to make sure that we hear some feedback

Scripts Tracking And Objections

Darren 1:06:40

and make sure that's very specific. And then from there, we want to follow my sales strategy here. I have a very specific sales strategy, which is called, which is called a six piece. Problem, pain, personalization, pitch, process, price. Okay. So what's the problem? What's the pain? What's the personalization? Then what's the pitch? What's the process? What's the price? Now we do all this to make sure that it's a very step-by-step process. Okay. So I can fundamentally understand at a high level exactly what their issues are. I can go through and break this out specifically. We've already done a financial qualification. We've already checked. We've already made sure that that we can that we can help them. We can solve them. We've already been through this process because they've already put the call with us. Now it's about making sure that the offer is so good that they're going to buy it. Basically, they're ready to jump in and they're ready to buy it immediately. Now I already even have a tracker too. So I give this to all of our clients and all of our clients who work with this stuff on specifically, which is how much messages do you send? Did you follow up? Did you did they respond? What's the response rate? What's the tracking? What's the conversion rate? What's the cause book? What's the revenue? And then we want to track all the feedback, okay? What did they say? What was their feedback? What was their concerns? What was the process? What was basically everything end-to-end? Why this is so important is because I want you to track the objections that come up on every single call. If we need to track the objections that come up on every single call or every single offer you give someone, we then create content that solves that actual specific objection. So you know all those dudes that say, I'm just gonna figure it all out on my own. Well, 60 days later, when they haven't figured it out on their own and they're still overweight and they're still like the press and they're still not making money, what do we do? We go back to them and say, Hey, dude, you didn't solve this specific problem. Here's exactly how we can solve you, solve that problem for you. Or in the content specifically, we can say, Here's what here's exactly what happens when you don't solve your own problems, when you think you can solve your own problems. Speed dictates the result, all this kind of stuff, okay? So that's just one example. You can do this for absolutely everything. So we need now we need to have a specific checklist on what is the problem we're going to solve, who we're hitting, who's in the hot category, running out that re-offer, absolutely nailing that reoffer, and making sure that you have this, okay? Follow this down in a step-by-step process. Who's in the hot, warm, cold? We're hitting everyone that's in the hot, we're hitting everyone that's in the warm. We're following the the speed, proximity, duration, price model. From here, we're checking in, we're transitioning, we're giving an offer, and we're closing. From there, we're not giving any payment plans because payment plans are for losers. And then at the end of this, then we're running this cadence consistently. And at the end of it, we have a very specific way to solve the problem. We're targeting all the hot leads, we're hitting all the all the warm leads, we're hitting the right cadence, we're tracking our numbers, we're driving more revenue, we're booking more calls, and we're closing more calls. Simple as that. Keep it stupid simple. Okay. Now, from here, you have just completed the offer section. Congratulations. You've now made a ton of money, and the re-offer strategy is going to help you make a ton of money. Now, after this point, my next strategy is to work into content,

Traffic Starts With YouTube

Darren 1:09:39

okay? If you don't have any leads at this point, or you're you've ironed out all your leads, or you've soaked up all your leads. At this point, if you have absorbed all of your leads and effectively soaked up all of your leads with the re-offer strategy, now we got to go and make new leads. We got to create new leads. What I focus on specifically is I focus on YouTube initially, okay? The reason why I focus on YouTube and a YouTube strategy is because YouTube will give you the awareness in your brain to be able to uh disseminate your ideas, okay? So we finished the product section, okay? We're gonna go back here and check, okay? What happens is now we finish a product section and we're in this, say we're by in this area whereby our vision's done, our products done, the the offer is taken care of, we're gonna get into the next section, which is called traffic, okay? So whenever a client says to me, but Darren, I'm all out of leads and all this kind of shit, we start first initially with an organic strategy. The reason why we want to do this is because organic first is good to break down your methodology and your mechanism and your mindset around content. But the thing is, once this is finished, the actual process of uh YouTube, okay, and putting out the content, what we want to do is we want to start on YouTube content because that's gonna help you devise a lot of your actual specifics, okay? So, what are specific ways that you're gonna help people? Because when we pull this content into Instagram or LinkedIn, there are two platforms for conversion, it makes life a lot easier, basically. Okay. So what I mean by this is YouTube strategy will dictate a lot of your actual vision, where you're going, all that all that process. But from there, we can then pull those into Instagram and LinkedIn. Now, we're not just gonna like randomly re-repurpose bullshit, but what we will do is we will pull in a lot of the content into Instagram, okay? And then we move into the paid category then of follower ads, webinars, and VSLs. I like to break this out in terms of which is most um like like what are the levels of paid, okay? The levels of paid advertising for me are follower ads first, it's basically the easiest way to get a result, then webinars and then VSLs. I find VSLs harder to crack and you need to spend a bit more money to be able to understand it, and especially if you don't have the cash, you're not able to actually do this. So I'm gonna walk you through a step-by-step process on how to do this. Okay, when it comes to YouTube, what we're gonna do, I'm gonna break down specifically what do you need to do on YouTube to actually get the result, okay? Because a lot of times when it comes to YouTube and YouTube content, people produce like a bunch of like bullshit when it comes to YouTube content. So YouTube is very, very simple at the end of the day, okay? They it's broken down into two different types of pieces of content. There is going to be origin story content, and then there's going to be tactical training content. And then from here, once this content is created, we're then going to move into the fashion of having consistent and very, very consistent uh scripting, so YouTube scripting, which will basically go back to these two verticals always. Now, these have a relationship that works together. So, what we're gonna help you with is we're gonna help you define your origin story, and your origin story is made up of your mission, your vision, your values, okay, and what you want to see differently in the world. Your tactical training is made up of your mechanism, your process, and your model, okay? Like how you get shit done. But why that's important is because of the fact that with your origin story, when we help you devise that origin story, it's gonna be repeated, it's gonna show up everywhere. So, why that's really important is because YouTube content and Instagram content will always follow a framework that's based on origin story content and your tactical training. So, let me give you an example. If I say here's the best way to run a sales call from someone who took a thousand sales calls who used to be afraid of sales calls, who was waiting for people to almost no show on calls, I can tell the story of me being afraid of sales calls to then teach you how to run sales calls. Because now I've gone through and I've taken thousands of sales calls and I've trained hundreds of sales teams, all that kind of shit. Okay. So that is the mental model that we need to we need to follow versus oh Darren, give me a script to actually write and also write my script for me, which is bullshit. Like no one can write the story of your life, no one can write the script of your life. So you have to be able to follow a very structured model to get a result when it comes to content. And that's why for me, I teach the actual foundations and the fundamentals and the actual principles of what YouTube actually is and what it actually

Origin Story That Builds Trust

Darren 1:14:10

isn't. Okay. So let's get straight into the details on the origin story, okay? So when it comes to the origin story, this is basically what people buy from you, right? People buy the story, not the product. When Steve Jobs stood on stage back in 2003 or whenever it was, and he held up the iPod, he said a thousand phones in your pocket. He did not say 14 gigabytes of RAM. He told the story, he told the narrative, he created a narrative. And for your origin story, this is the narrative of your life. You can actually make people think whatever they want of you. It's called perception, perception reality. This is actually what marketing actually is. Marketing is this. So you can agree or disagree with it, but it's actually true. Click on the turn on the news at half five in the evening. The news and that channel are creating a perception of reality for you to believe. And that is what your origin story is. Because what we want to do is we want to build this out into your mission, your vision, and your values. What is your mission? What do you want to see differently in the world? I want to help coaches and agency owners build a business that they don't want to escape from. That is my mission. I devise that by looking at specifically how I go about this on my day-to-day basis, and then I look at my vision. What do I want to see differently in the world? I want to see people build a business that's actually successful, not be, you know, so stuck in their head that they can't launch offers and everything. And then my values are my values are get shit done and also live a very good life. I focus on my health, I focus on my relationships a lot, but I also want to make a ton of money and grow my business. And there's nothing wrong with that, but it's important to understand what you stand for. So let's get straight into the origin story playbook. And I'm going to give you an overview of how you can go in and build this out for yourself, okay? And I'm going to go through some very specific things in a very specific way for you to follow in a very specific order so that you can get a very specific goal, which is going to be able to grow your actual business. So, what this looks like is specifically being able to showcase your story. Now, it goes without saying, don't fucking lie in your origin story, right? It's like people fabricate this shit. This is where the kind of bullshit backstory idea from uh Mike Wynna comes from. It's because people exaggerate in their origin story. So I want you to be very transparent and very honest with one yourself in general and two with the people that you work with. Because I know guys that claim that they're making, you know, 1.5 million or whatever it is a month and they're fucking lying to their audience, right? And I know specifically that they're lying. So do not lie to your audience, be very clear about what you what you've done and what you're doing and where you want to go. But nonetheless, I want you to create this so that you're actually able to go and replicate this inside of your business, okay? So devise your origin story, put it together, use it in your marketing overall. Okay. So what this means is keep it simple, keep it clear, okay? So what I want you to do, this is how I build out my origin story, is based on the hero's journey, uh, which is by Joseph Campbell, Story Worthy by Matthew Dix, and Epiphany Bridge by Russell Brunson. This allows you to build out the key moments, okay? So I want you to map out three key specific moments that happened in your business. So for me, it was dialing leads in Singapore, two, it was transitioning into consulting, and then three, it was probably building out Aura and my software company. Easy, okay? Three distinct areas that showed pivotal moments. So for me, that that first moment was you know backing myself, going all in, dialing leads, two was expanding your business from a media company into a consulting business, and three was you know eating my own dog food and being so focused on sales at teaching people, teaching people how we build sales through software effectively. Okay. So that's the key moments. What are my biggest challenges? What are my biggest failures? So again, I three-failed businesses before I was 23 years old. I spent years creating content, I didn't have any views, a bunch of this shit, right? And then the key mindset changes I've had, and I spoke with someone earlier, which was I have to be someone who wants to receive, receive money, receive good luck. I need to put a lot of content out there, which is why I put out these free trainings all the time that are, you know, the showcase exactly how we help people. And then as a result, if you think this is valuable, you're gonna want to come and work with me so I can work with you specifically on making this stuff great for you. That's really, really important here. It's an important value of mind, okay? So we've got to make sure that's very clear, very specific. And then I go in and I actually explain our specific results that we help people with, okay? And then I want you to do this in the context of your clients. So, what that means is what are the key results that you've had that are that are effective when it comes to your actual clients? Now, why is that important? People don't buy coaching, people buy coaches. If you and your content is just basically, you know, a random chat GPT prompt, that's not gonna be valuable. People want to hear the story. What were the issues you had? What were the problems you had? Why should they give a shit? And this is a model that I devised myself called the Tree Y theory. So I built this out myself, which is one, how do people get the actual logical yes? That's the authority. So, how are you an authority figure? What is it you do specifically that builds your authority? Who have you worked with, what results have you achieved? Two is the emotional yes. This gets people to see do they buy your story? Okay, so this is the story that you have, this is the narrative, this is your vision, your values, and the entire process of working with you. And then three is actually going to be the value, yes. What is the specifics of your program that showcase how you solve the problem is how they want the problem to be solved. So, how we help people and how we help our clients is we help them specifically build a business that they don't want to escape from, which is important because that's how I specifically live out my life. I've built my business for many years, people have come and gone, we've brought people in, we've let people go, but I've always stayed consistent to the mission and I've always shown up for my clients, and I've and it's been a very important value of mine that I've always been there for my clients, and that's because I don't need to escape from my business, I don't need to, you know, quit, I don't need to go on vacation, I don't need to do all this shit, and I don't need to play a paddle. Because for me specifically, I love this stuff. Like I love the game, I love being in the detail, and as a result of that, I love being able to get results for clients specifically. Okay. So now what I want you to do is I want you to build this out specifically. So, what are all the chains of false beliefs that you had? What was the experience you had behind it, and what was the story you told yourself? What was the change that I had in your life? How did that affect your story? How did it affect what you do? How did it affect your internal state and your external state? The more specific you can get on that, actually the better. If you can get super, super specific on how you actually have gone through these different areas, your vehicle, your internal belief, your external belief, all these different changes you've had in your life, you're going to make a very, very specific change. Okay. And then I want you to structure this down in terms of what's the scroll stopping hook. Okay. So in my last origin story video that I had, I started out by saying I grew up around alcoholism and drug abuse, which is true. And as a result of that, I still built a multiple seven-figure year business. We're coming up to making eight figures in our coaching business, in our consulting business. And that's going to be a very monumental moment for someone who grew up around a lot of physical abuse, a lot of emotional abuse. There's alcoholism in my house. It's like I'm the only person in my bloodline that's ever built a multiple seven-figure year business, and we're on the path to hit eight figures, okay? Which is a very important transition and a very important story. And it's very important for anyone who's sitting there thinking it must be nice for you. It's like, no, it wasn't fucking nice for me. It was actually fucking terrible for me. But I say this and I do this and I show this because I was in that position. So that's why now that we're a little bit further on our business, I do attract a lot of Irish people to our programs because they may not have had the same level of intensity or abuse, but they understand it. They understand that in Ireland, like everyone is you know complaining and belligerent and all this kind of shit. So they they resonate with the feeling and the emotion. People buy coaches, people don't buy coaching. So because I've shared a lot of those experiences which other Irish people and I would arguably say UK people and Australian people feel and experience, well, then guess fucking what? People want to actually experience that feeling with you, like they want to go through those experiences. And look, you got and you gotta be very, very, very, very, very genuine with this shit, right? I will say this is like you can't be, you can't, you can't fall, like fake this stuff, like you can't make this stuff up, and that's why for me, going through like a lot of hard times and having like a tough like upbringing and all this kind of stuff is important to share because it's relevant, like especially with my story. When it comes to my story specifically, it's super, super relevant. All the earlier experiences, they're all very relevant, they're all very helpful, and then that's what's important for when I'm trying to share a story that follows this actual process of what's the story I'm trying to tell, what's the narrative, what's attention, what's the journey, what's the realization, what's the moment. Okay, follow this process down in a very, very specific way so that you're able to do it. So, of course, this is exactly how we help our clients, by the way. This is exactly what we do with our clients. So, specifically, if you want actual help building this out and working hands-on, just go down below again, book a call with our team, and we'll be happy to actually help you. Okay, now the next training that I want you to build out, and the most important video when it comes to YouTube, before we get into the cut and dry version of scripting, is this video you're watching today. This is a tactical training video. This video will, of course, hopefully show you exactly how good we are at what we do, right? This is exactly what we help our clients with. We help them build out these training specific videos because it shows a high level of authority and it shows a high level of trust. You've seen the results, you come in here and you see during our actual trainings of all the people that we've got results for, how we get the result, all new people, old people, people that have been around for years in the industry, they come to us to help them actually drive more revenue inside of their business. Okay, then I showcase you our model, our method, all this kind of stuff. That is exactly a video that I want you to build out. I want you to build out a specific video that showcases how you get the results for people, a tactical training, because these specific videos I showcase your mechanism, your model, your process builds so much trust in the actual prospect's brain, because they're like, damn, if I got all this shit for free, then what would I get if I worked with them? And then for us, in this specific example, I showcase all of these specific trainings so that then you're able to see, okay, well, I have this issue, or I don't want to have this issue, and I have this issue, and if I work with Darren in this way, I'm gonna get this specific way, okay? So for you, inside of your training, and we're back on the iPad now, on the training, the tactical training, what we want to do is we want to focus specifically on a couple of areas. What's the promise? What will they achieve? What's the mechanism? Okay, what's the case studies, and what's the process by showcasing people exactly this? What's the promise they're gonna get, what's the goal. So again, you're gonna scale your coaching business or your agency by watching this video. Then I showcase you the mechanism, you're gonna see the ecosystem model or five-pillar approach, which goes from vision to product to traffic to sales to scale. Then you you're able to see specifically, well, if I'm in the incubator, I'm gonna get this type of result, if I'm in apex, I'm gonna get this type of result, and if you're in um if you're if you're in those two programs, this is how we're gonna help you. You then see not only the process, but you see specifically what that means. You saw the case studies you see we work with, and then you see the process, which is this the this is the process. We need to come in, work on A, B, C, D, E, and then you'll you'll be able to get the result, okay? So this is where we go from you know having product to traffic to sales, okay. And that is the most important part to understand with these Hattle trainings. I want you to make them long. Uh, we work specifically with our clients to obviously help them build these out like on a very hands-on process, but you have to be able to build out exactly the specific trainings that solve this problem for your client at scale. And what does this look like? This looks like a long training, okay, that showcases your model, showcases your mechanism, and that showcases how you get the result. Why is that important? It's because the origin story content takes the emotional yes, the tactical training ticks the authority, yes, the logical yes, and the value yes is derived by your constant YouTube scripting that's gonna happen over and over again. The the you know, how videos, how to get started with ABC, all those specific videos that I'm gonna give you a bit of an insight into that's how all of this is designed, okay? So by the end of this, you're gonna see in this video specifically how we work with people, and then you're gonna see exactly that process. So, this is how we want to do it. Have the core promise, have the core mechanism, showcase the pillars, showcase what's happening done by done step by step, and then showcase how we can actually get the result. And if you can do that with people, they will want to work with you because many times people are wanna see how you can actually solve the problem for them at scale, and that's the biggest thing is like if I'm able to speak to you directly on this and you're a coach and you're making $5k a month, now you're gonna be like, okay, well, if I just book a call with this with this dude and I speak with the team, I might get more information on how to solve my problem. And then if it makes sense and the price is right, I'm ready to get going. Okay. And also, you can derive so much value of the price that you want to charge if you're actually able to create these videos in a very simple way. So you Can see here at a high level, these are some of the trainings that we work with people on. These are our playbooks because we have a playbook model whereby everything we teach has specific playbooks. So you're able to see specifically that okay, shit, this is really helpful. This is how I devise the actual training from here, and that's how we repeat this over and over again. So we have many clients that come in, they create these training videos, and they get some crazy, crazy, crazy, crazy results, right? Because these specific videos showcase your model. So just like Fidel, Fidel has a coaching business, he implemented these free trainings and was able to get 20k in an actual week. Rita runs these as lead magnets, she ran a webinar funnel 34k 34k in a week and 71 um 71 calls. We have people like Jerry who creates these videos that are very detailed specifically, and this model over and over again can be repeated. We can utilize these trainings as well in specific areas. People like Brian, he recorded one of these free trainings. It was a seven-hour free training, and it came directly from the seven-hour free course. Okay, so you see the process over and over and over and over again, okay? And that's just a glimpse as well of our of our results, by the way. That's only like 10 30 results that I pulled, which is equal to like two million already. Uh, and that was only here in the past couple of months, which is awesome. Okay, so when we have the free training completed, we then want to get into the cut and dry version of scripting, okay?

Tactical Training And Scripting Cadence

Darren 1:29:22

So what we help our clients with specifically here is about making a scripting framework so that every single video that you're creating on YouTube is an absolute banger, okay. What I want you guys to create YouTube videos on is really what's coming up on your calls. So, what happens on your coaching calls, what happens on your sales calls, what objections do you have, what are the issues that you have specifically? And this is kind of what we help people with end-to-end. So, what I'd like to focus on here is what are the core and top creators in your niche? An adjacent niche, okay? So let's just say you're in the health space, you might have people like Brian Johnson, but Brian Johnson isn't exactly who you should be basing your entire life off, especially if you're not actually trying to create that type of content, right? That doesn't make sense. So you might look at people in a business niche and use the business niche as an example to pull that into the health niche, and then vice versa. I might look at like Tony Robbins' videos and just see, okay, what does he do in person development that is applicable and that can be applied to my case inside of um business? Okay. So we want to make sure that we have those and we're looking at the outlier videos and we're looking at the structure. If I can understand structure and pattern, I can create a simple framework for me to go and emulate. And then from here, we can have like proper title suggestions, right? So outcome-driven stuff, mechanism-driven stuff, belief-breaking, contrarian thinking, specific numbers, and going through this in a step-by-step process. If I can do this, I can build out any single script that I ever want. Okay. So this is how we go and build YouTube videos with our clients as detailed and as dial as possible. Because the benefit of doing this allows me specifically to be able to create videos at scale. So I can create a ton of videos. I can come in here, I can script out my YouTube videos, I can even show you some of my scriptings. So what happens is if I want to go and build a YouTube video, I'll come in here. Like when I did the sell by chat, um the sell by chat uh video recently was a sell by chat is an ideology. Here's why it doesn't work, sell by chat versus sales calls, and then I wrote this script myself. So I voice note out the script and I voice note out exactly what I believe, right? And I break down the exact process and then I structure it. So you see here how it's structured, and I'll use a YouTube scripting framework here, and I'll make sure that every single video is scripted. All my YouTube videos for the past six months are also here. Even my carousels, would you believe, are also in here because I'm following a framework. And when you can follow a repeatable framework, you can then bring this into different areas because this sell by chat video, and this is where we talk about moving into Instagram and LinkedIn next, is this is just a framework that I can utilize basically to be able to get um specific results for people, okay? So if I can follow this down really, I can follow this process in this YouTube video, and I can bring this YouTube video into different formats. So I can use short form, I can use written, I can use text, I could use a carousel, okay? Why sell by chat doesn't work? It's even a great idea. I gotta write this down for my own team, is to create a carousel that says why sell by chat doesn't work. I create that framework end-to-end and I bring this out, I break this out end-to-end so that you're able to come in and repeat and model this off me directly. Okay. Now, why this is important, I'll give you another example. So rebuilding my business. You would have seen this YouTube video that went out recently. I have ideas, okay? So do not well, okay, take a step back. There's a few things you can do. You can either script videos highly, and I mean script every inch of a video, uh, or you can kind of have cues, okay? So because as you can imagine, I just hit record two hours ago now and I haven't even taken a breath and I've been recording for two hours straight. I don't fucking need a script, right? But what I do need is I need direction because if I don't have direction, I'm gonna screw everything up, okay? So that's why it's really, really important that I have direction with my videos that I'm speaking in a very clear way. So I created this video called I'm Rebuilding My Business, which basically meant like to scale to a million a month. We're redoing a bunch of the back end, which we did, and it was a very, very successful transition. And I'm very proud of the transition that I've made and my team have made as a result of this. So, as a result of all of this, this is the transition that we're making inside of our business. Now, when it came to building this out, I just had this very, very, very, very uh high-level view of these are the points that I want to hit. Okay. So, myself and my copywriter, um, we walked through a very specific process. Now, I wrote this beforehand, but then I also brought this out into YouTube. Does this make sense? So I have a specific way that I can get results, and I have a specific way that I can actually break this out inside of the actual script. And then it just becomes this process of nailing this, and then it just becomes then it just becomes creating a cadence for YouTube and for scripting and for videos that you'll stick to. So it's not like one video a week or you know, whatever. It just comes back goes back to what can I consistently do forever? What is the cadence that I can follow until the end of time? And can I follow that cadence forever? And it's just a good question to ask yourself can I actually follow the cadence that I that I set out to set out to do? If I can't, then don't do it. So in our c in our content agency, back in the day, when people would come to us and they're like, Oh darn, I want to create all these YouTube videos and I'm super excited and I can't wait to do this. They're like, I'm gonna do two videos a week. I'm like, bro, you haven't even created a YouTube channel and you want to create two videos a week. It's kind of like wanting to do a Mr. Olympia bodybuilding show, and you don't even own a gym membership. It's like buy the fucking gym membership, go three days a week, do a full body workout three days a week, and do that for like a year first. And I but I want to do more. So the rule here is stick to a cadence that you can stick to forever. Just just follow a cadence you can follow forever. That's it. Just don't add don't add any more to it, don't add any more bells and whistles, and that's the entire process for there. So from here, I want to go to

Instagram As A Lead Machine

Darren 1:35:24

the next section. So the next section that we help people with is mainly on Instagram, okay? So the way I think about this is if YouTube is for your broad awareness and growing your brand and awareness there, the next is going to be Instagram. So I'm going to show you behind the scenes on my own Instagram account of how and how you should turn your Instagram into a business. Now, this is gonna be a very important section because from here you're gonna want to use this for your own your own business, okay? Because Instagram in 2026 isn't a social media platform, Instagram is a business. And since and since Instagram is a business, you need to use it as an actual lead magnet to drive in more leads, okay? It's not a dating app, it's not a networking app, it's an app to make money. Okay, so I'm gonna walk step by step through how to turn Instagram into an actual business. And if you want to generate more leads and you want to drive more revenue, you're gonna want to follow this exact advice. So the first thing I do start from top down is I optimize my bio. Okay, my bio is helping you build a scalable digital business. The reason why it's like that is because I leave it open-ended. We work with guys that are a little bit smaller, we work with guys that are a bit bigger, and so on and so forth. When it comes to our actual our main credibility piece, which is a second line, I have mentions of Aura, and I also have mentions of Voix. My soft my I've mentions of Aura and I've also mentions of or of Voix. Voix is obviously the company that's behind this video, and then I also have um Aura on us specifically, which we're actually creating a lot more content for, which goes into the app of actually Aura. So it's basically a sub funnel to an actual funnel, and that's very important because when I'm driving more revenue for people, I want to basically have this inside as a as a as an understanding. Then you'll see here one simple C CTA, which is scale your business to 100k a month. I could probably change that slightly to be 100k plus a month or or so on, and this goes to a VSL funnel. This VSL funnel is what we utilize to bring people into Apex specifically. I'm gonna go through a little bit on VSLs in a minute, but this is about the actual process from here. But back to Instagram. Our bio needs to solve a very painful problem, a very specific problem, and it's very clear, it's very crisp. From there, then we have a very simple CTA, have one CTA. So the advantage I have is that I worked in software for many, many years, and now I own a software company. I can tell you with 100% confidence that every single action needs to be one single action. You can't put 16 links into your bio because no one's gonna click shit. Remember back in the day when people were using Linktree, Linktree was always a was always bullshit, right? It was it was never effective. So as a result, you need to have one specific link that drives them to one specific area. And if you're like, but I got so many hobbies, like what about all my hobbies and my interests, and I want to share them about that. I play guitar and what about I like climbing mountains and all that kind of dumb shit? And it's like that's not for your Instagram. Your Instagram is for business, okay? Your Instagram is for driving leads inside of your business. If you want a second channel that showcases you going up um mountains and wasting time at the weekends, then go and do that. But don't want to do that on your actual business page, okay? So inside here, I have three pin posts. These pin posts show your authority, your credibility, and show your social proof. So the first one is my story. Remember that time where I was where I was discussing about creating an origin story? Well, no fucking shit. This is when it becomes valuable because this is my story end-to-end. I just describe all of this in a specific video. Easy, okay? Specific carousel. The next video, the next photo is a photo of me and Imam Ghazi. This is me and him recording a badass video together uh in London, which is pretty cool. I have this here because one, you know, he's a cool dude, and I've worked with him as a mentor for for a long time uh at this point. And it was a big moment for myself. It's also pretty cool because he's obviously like top of the food chain when it comes to info, and he's done like a hundred million or some shit. So that's obviously pretty cool. Um, because we're all in the same space, and then if someone sees you in the same space, it's a credibility, right? And it this is social proof, so you know whether you like it or not, it's true. And then the next post end is me on a Singapore apartment, dialing and smiling with my wife. This is me and my dog with uh eating from the floor, both of us on a cardboard box. So it doesn't get much more fucking raw than sitting on a floor with your girlfriend at the time and your dog eating Mexican food with no furniture, right? And then this is me now. Now that's important because it's credibility. The next pin posts are in the reels, these are where I go through um, these are key things that we've done. So this is me on stage. I'm going through a contrarian view on why people don't spend pay 10k on calls, but about how to pipeline sell. So we teach pipeline selling, which is otherwise known as re-offer strategy, and that is a concept that I learned that I teach people. Okay. The next then is a video from my last free course, so I'm gonna update that with this video, not gonna lie. But this was my last free course, which is a CTA, which is super important, and then next then is another social proof. Uh, this is another in-man video, which is pretty cool. Uh, he's like chatting about our business. So that's the process end-to-end. And then when it comes to the actual reels, I run all of these reels inside of here. These are all key, key reels. So, this is a social proof. I run a pretty well-known podcast, I've interviewed like all the big guys, you know, pretty cool. And then I have some other cool stories on my reels. I have some contrarian views around Sell by chat and why that doesn't work. And then I also have testimonials. This dude, Ben, he went from 5k a month to like 100k a month in five months as an agency. So most people believe that agencies aren't scalable, but Ben actually proved that model wrong by just having a really good offer that solves a painful problem for a specific user that's easy to find online and running this to clients and getting clients to actually rebuy his stuff. So it's a pretty cool video. And then I go through a model XYZ. Okay. Now, why that's important is because these are my key key videos. So when you come in and you see this and you see all these videos, you're like, okay, well, like this is pretty valuable. This dude, he's talking about something that's semi, semi-valuable, and maybe I can learn a thing or two from these specific videos. And then when I speak on stage, it's all credibility. Then when it comes to my reels, my reels then are more like focused on like specific things, okay? So I'm building these out. They're all the way I kind of run things is they're either social proof like this. So this guy, Jerry, he made $400,000 in his first year working with us, which is pretty cool. And he goes through that he had a coaching business and this was the model that he had and all this kind of stuff. So it's pretty awesome. But then the other stuff then is is you know really focused on specific areas. So if this is me here, for instance, discussing one specific area on sales or whatever, that's the full the full process, okay? Now, the last point here about Instagram and about why Instagram is a business and not anything else, is this section here, which is the start here section. So inside the start here section, I have a step-by-step journey of my story. So, my story, of course, as I mentioned, and I'm gonna run through this, and I basically pull my story into my highlights so that people can come in and specifically see these specific areas, okay? So they can go detailed on our model, our mechanism, our process, and they can just follow this down, you know, step by step. It's very, very straightforward, okay. Then I have my results. So again, these are more results of uh this woman making like I think it was like 100k or some shit. Uh, this person making another 40k, this guy making another like 40k, this person making 83k in revenue in a month, which is pretty cool. Uh, this woman doing uh 60k in a month, um, this person doing 75k in a month, this person going from 25k to 72k, this person going to 42 calls, sorry, booking 25 calls specifically. Yeah, and this is just this is what happens inside of our business, right? So these are all of our wins, this is the process over and over again. And because we run events, we run masterminds, we have our next mastermind coming up in September, which is pretty cool. Um, we share a lot of that that detail in person too. So this is really Instagram top down and the most important areas in Instagram, and this is gonna be really important because now we're gonna go from this point of producing Instagram content to moving into the next section, which is about paid

Paid Ads From Easy To Hard

Darren 1:43:41

advertising. And I'm gonna walk you through that in a step-by-step process. Next up, we want to be able to get the right leads, and most importantly, the right amount of leads coming into your world to start working with you. So, look, from creating content for the past six years organically, I can tell you with 100% confidence and absolute certainty that organic content has a cap. It has a ceiling, it has a cap that most people, especially the organic gurus, do not want to let you know. And it has a cap for many reasons. One, because you can only get as much leads as viral or as you know crazy you can make the content because it will have a specific ceiling, and then everyone else won't be attracted to it. Okay, so you're gonna hit so much people, and then even when you go above that, the leads you bring in are gonna be like half of them are gonna like be missing an eye and shit. There's gonna be all over the place. The second side of it then is that when you do have a video or content that pops, you'll get a shit ton of leads that come in. You might even build a sales team or get a setter as a result. You're like, this is the way forward, I'm super happy, I'm gonna be famous, I'm the new Alex Ramosy, and then next thing you know, then it tears off and it's gone. And that has two different problems. The first problem is that you're attracting the wrong leads when you go viral, and then two, the other problem is that it's inconsistent. So, how do we solve this? We solved this with paid advertising, and this was a big change that I made inside of my business because I realized that organic content had a had a cap, there was a serious limitation with how far we could grow our business because it was very like inconsistent effectively. So, how I solved this was with going into paid content. Now, what I want to point out is that there's definitely different levels of paid, okay? There's paid on easy mode, paid on hard mode, and paid on like you know, basically get started mode, okay? So paid advertising is broken out into three different levels, okay? And these three different levels they need to be like respected basically. The first level, especially for Instagram, is follower ads. This is basically where we run awareness ads into our actual platform where they're very well structured, they have a very they solve a painful problem for a specific user, and they actually get really good results from people. Why that's important is because that those follower ads are generally your best organic content. The way I think about it is like anything that you do on follow ads, anything you do on organic that works well is going to work well on follower ads for the most part, right? For the most part. It's not always at that, but it's mostly like that, okay? The next stage then is going to be webinar ads. So at the end of the day, what is a webinar? A webinar is a live event that has taken a lot, has got have gotten a lot of interest in the past recent um years, last month, right? Because people are getting more interested in webinars and live events, and those webinars specifically solve a very specific problem. And when we run advertising to those, specifically paid advertising, it lifts the awareness, it showcases to people that you're not dead, basically, right? So webinar ads are very effective. And the last stage then is a VSL ad. So we run it to a landing page with a heading, a video, and a CTA. Now that's simple but not easy. And the reason why it's simple but not easy is because of the fact that it's very it's quite hard to get right, especially because it depends on the creative, the positioning, and most importantly the offer. Okay, so there's three different, well, there's actually three different areas. There's always gonna be the positioning, the creative, and the tech. And whether you're running a webinar or running VSLs, which I'll come back to in a minute, that's kind of the game of this stuff, and that's the reason why it can be quite difficult as well, bear in mind, to get right. So, what we're gonna focus on initially, we're gonna put all of attention here into the follower ads. I'm gonna show you specifically how to structure follower ads, what that looks like, what to do from it, and exactly what can be done. Follower ads is something that we really doubled down on last year, and what we wanted to focus on was how can we get quality and qualified leads coming into us? Now, what's important here is we're gonna run these specific ads as let's just say what they're gonna do is they're gonna focus on solving a very painful problem for a specific user. What they will do then is there's different types of ads. We want to run insights, so what's one insight contrarian view that you have? What's a mechanism? So, what is the model that you run, what are the testimonials and what are like the what's the the change that you have. Okay, I'm gonna show you specifically how we get the results for people with this and how this works because the the next section after this is gonna be focusing mainly on actually converting these people through setting and true sales calls and so on. But I really want to give you an outline as to how this is actually done because the archetypes that we really focus in on is making sure that the insight is very unique, the mechanism is very clear, the testimonials show a very specific result, and also on top of that, then we want to make sure that the contrarian views are very, very dialed in. So, with these examples that I have here, a lot of these this number needs to get updated. So, with these specific examples, you can see how a lot of these videos get a ton of engagement, a lot of interest, a ton of engagement because they follow a very structured approach. So then when we actually pull them in and we actually try to utilize them in our platform, we get a ton of engagement and we just get a ton of actual leads, okay? So, this reel here in particular is about me going through solving this very specific problem. Okay. I talk about pipeline selling, the purpose of pipeline selling, how does that actually operate, and so on and so forth. That brings in so many leads, and then from those leads specifically, we set them and we book them onto calls, okay. This is a top-performing ad for us. It's a very simple creative, it's very easy. There's also a lot of authority being shown because I'm on stage, okay, and there's a lot of psychology around being on stage and what that looks like and how does that change people's mindsets and all this kind of stuff. So that's a very important area for you to focus on is what's a high authority piece of content. Because you go back to the core area, it's either we're getting the logical yes, emotional yes, or value yes. I'm a little bit hesitant to write and to create follow ads around your origin story because sometimes your origin story could appeal to like people for different reasons, it could appeal to like an old woman because she finds. You cute basically, and that's not what we want to do, right? We want to make sure that we're pulling in the right people. So that's why I like to have very specific trainings. So I showed this example in the last lesson in the last section, but this was all about our this is our actual process, right? So here the follower ad process is we use a common keyword. We have a keyword course. The keyword course is specific for actually getting the result. Okay. They will come in, they'll watch, they'll follow the the free course, they'll come in, they'll book a call afterwards, and we'll set them in DM. That process is super important to come in and actually follow. Okay. On top of that, then we want to make sure that we have specific testimonials. So the testimonials that I share here are really around our results. Okay. So how do we get results for people? How do we actually follow this process down? Where actually is this the process going on and so on? So why this is important is because you want to pull people into your world that showcase the results that you get and people that can actually work with you. So we work with all agency owners and coaches, we help them produce their content, all this kind of shit. What better way to do this than have someone who's actually specifically an actual client who can actually watch this and actually follow this process down? Okay. So now when someone's coming into our world and they're checking these videos, they're like, I understand this, I get this, this makes sense. Okay. Then the other videos as well that Apps You crush are contrarian views. Okay. This video went absolute wildfire. This was basically the sell by chat versus um sell by chat versus sales call debate. So myself and my friend uh William here, we both believe in this exact process of actual taking sales calls. So the whole logic here is what we want to help people with is helping them book calls and close calls. So that was a very important creative because for people that have the belief that we have, which is sales calls are superior to sell by chat, they also have their they can actually follow that process. So what we focus on with our clients is getting results. So if I focus on getting results with clients, I'm gonna help them do what's important to get results, which is taking sales calls. So specifically from here, I want you right now to take your best five organic pieces of content. What are our best five organic pieces of content? How do we script these to make sure that it hits one of the archetypes? It follows the process, it follows a mechanism, and it shows you specifically how you actually get results from people. That's absolutely key. It's super, super, super key because once that's finished, we want to get those out, start getting some data in. From here, we can follow our follower ads framework. So this is the framework that we that we follow to make sure that we're we're making sure that we have the right people coming in. We have an annual snapshot here of how much money we're spending on the ads, the cash collected, the row as, so that's a return on ad spend, and the OROI overall. So the OROI, this is the total sales. I have my own tracker here, which tracks how much followers are coming in, how much new qualified followers, what's the spend, what's the cost per follower, what's the cost per qualified follower, what's the percentage of qualified followers, what's the calls being booked, cash collected total revenue, cost per call, and the names. This is super, super important because a lot of this data can be verified with Aura, my own software, and we can track specifically, but follower ads don't have an attribution mechanism in built, inbuilt. It's not actually native, it doesn't work natively inside the app. So as a result, inside of Instagram, we got to make sure that we're producing this content that actually is able to be visible. So when you're working directly with us, we give you we give people this exact tracker, and this tracker we utilize and we actually directly actually help people manage all their ads specifically. So the way I think about this is when you're going to run your ads, you can run them from ad manager, obviously. But if I'm gonna be fully, fully honest with you, some of our top performing ads back in the day have all been run via file via boosted posts, as all the ads guys are gonna get super pissed off when they hear this. But some of the best follower ads that we have have all run by boosted posts. Yes, you can create go into ad manager and do it, absolutely, and I have that and I do that, and we follow that process. But sometimes, just sometimes, you can just do the quick and easy, dirty approach to get followers in. And the biggest thing and the most important thing is that you're actually tracking the follower ads. If we can follow this process in a step-by-step way and make sure that it's all trackable in a spreadsheet, make sure that the entire process is tracked, then you can spend more, okay? And what I've seen really is that sometimes when you spend more money on follower ads, it does kind of reach a bit of a cap and you start to pull in like people that are missing, like eyes and shit, just like totally unqualified people. So the best way to circumvent that is of course having the right ads being run that hit the right criteria. So my general approach for this is you want to make sure that at the bare ass minimum, the bare ass minimum is 15% of people that come into your world that follow are qualified. Ideally, about 30%. But I'm not gonna lie, with the new Andromeda update that came in around November of last year, follower ads are getting harder. They are definitely getting harder. That's why you need someone in your corner that can help you script these, review these, manage these. I actually work with my clients to review their ads before they release them because sometimes things can just be like off when it comes to follower ads. You need to make sure that you have the right authority, you have the right credibility, you're given the right case study, you're showcasing in the specific results, you're you're giving them good insight into how to actually how to actually do this, right? And if you can follow that model down in a step-by-step fashion, then it's gonna make things a lot easier for you to get results. So, action item here is pull up your results, pull up your your your trackers, okay, follow our tracker, specifically run them on your five best creative, get qualified followers in, and then the next section is gonna teach you how to actually speak to your leads without sounding like a bonito, basically. Okay, so that's stage one of basically paid advertising.

Webinar Funnels That Book Calls

Darren 1:55:55

Stage two is gonna be a webinar funnel, okay? So for the past couple of months, we've been running webinar funnels at scale. The reason why that's important is because, as I pointed out, webinars and running live events are very helpful to show people that you're not full of shit, if I'm gonna be perfectly honest, is because when you're live and I've ran multiple webinars, they're actually public on YouTube. I've ran my live webinars on YouTube, you can see everything. You can see the good, the bad, the ugly, you can see what you like about me, what you don't like about me, you can see if you don't like my hair, if you can see if you love my hair. Because when you're running things live, you get proper, proper interaction with people, like a really good feedback loop, really good interaction with people. There's very good feedback overall, so it's it's super important, okay? And I do find that running live events is a great way to showcase explicitly how you get the result for people, okay? So we have an exact webinar structure that we help clients with. We actually design webinars for our clients as well, and we work with them in a hands-on process to be able to do that. And so much so we eat our own dog food that I've even created my own webinar playbook that we utilize specifically, okay? So, as I mentioned, I pointed this out earlier. There are three core components to all successful webinars or any sort of online literal marketing to any degree, which is the angle. So, what is the core angle? There's a creative, which is what is a specific creative that we're going to create, and then it's a there's a tech stack. What does that look like? Okay. So for us specifically, the what and the angle is so, so, so, so important. So, my last webinar was all about how to get the tree yeses specifically for our clients, okay? How to get three yeses with prospects for them to become clients. So the logic was, and the webinar structure was how to sign how to get clients using a simple ecosystem. Ecosystem is the mechanism, and it was about how to get three specific yeses, okay. Why that's important is because that was the core thesis of the entire webinar. And then the whole logic was what we wanted to express was the big domino effect, effectively was you needed a logical yes, an emotional yes, and a value yes. So take a step back for you right now, inside of your business. If you solve a very painful problem for a specific user and you want to get more leads, running a webinar and running a webinar the right way is super, super, super, super important. Okay. So we go through what's the core angle, what's the belief that we need to shift for people, what's the mechanism we're gonna help them with, and then how to actually build this out. Okay, so for your webinar specifically, you're gonna need to have that core angle, you're gonna need to have a specific promise, a specific outcome, and then we're gonna need to have a specific way that you can actually get the results for people, okay? Because that core angle needs to be broken out in a very simple way. So if I'm gonna go back to my iPad now just to show you how I how I build this out, okay. So the best webinars overall really follow the structure of what why when and there's no how because the how is what they pay for. So the what is what is the painful problem that you solve, what is why is it important, what's the core promise? That's everything to do with the what. So with your webinar right now, so if you're helping people lose body fat, what is that core problem that you're gonna solve, and what is that belief that needs to be changed so that they're actually able to take the next step and work with you, okay? From there, it's why. Why the hell should they should they change? People are dying, they're if they're overweight, they don't they have the wrong blood levels, if they don't change now, they're gonna have the worst health, whatever that may be, okay? But it's important for you to specify the why, get them to really care because the why is why they're gonna need to make act take action. And taking action is gonna be booking a call with you, working specifically with you, all that kind of stuff. Next is when. When is this important? When should they take action? When should they take action is now the best time to take action is now because this creates tension in the brain so that they're able to solve the problem. Because the big thing with webinars overall, right, is that they're designed as awareness aware machines. Okay, what that means is when someone comes to work with you, they're unaware, then they're problem aware. Okay, and then they're solution aware. So all that marketing is is showcasing people what the problem is down here, then they become problem aware, and then they become solution aware. And this is one of the reasons why I love sales calls, because you can obviously do this live with people, but in marketing, this is the whole purpose of it. So in your marketing, you obviously want to lift up this as much as possible so that you're not trying to get people to you know jump over backwards effectively on calls to understand what you do. So you can obviously lift this up as much as possible. Now, you still take sales calls, but we do this in this process, okay? Which is why we want to emphasize on our webinar or any sort of content what that painful problem is, why should they take action? When should they take action? And then we can build out everything around this, which involves the scripts, the process, the mechanism, and so on. And all of this is basically the angle. Okay. I consider this to be the angle. The angle also involves the slides. For me, I always want to go towards selling a call on a webinar. I know there's many absolutely goats in the industry that sell the open cart. My honest opinion for selling high ticket, 5k, 6k, 8k, 10k is that if you are selling high ticket and you take sales calls already, you should run webinars to increase the amount of calls you book, and that's the process you want to follow overall. Because what we generally do is we launch a webinar, people register for a webinar, then we get people to book on a call, and then the event is taking place. So this is quite interesting. Most people book a web get people to sign up on a register event, then they go to a call event, and then at the end of the event, they ask them to book a call. Okay? For us, we do the opposite. For us, they register for the event, we ask them to book a call, and then after they book a call, they close. Because they don't people don't want to go to a webinar, people want to solve their problems. The webinar is an event to create awareness that you are not dead, so that they can come to a call and that they can close. Very simple. And the angle is very simple, which is if I have a webinar that says how to sign more high-ticket clients and someone signs up, well then I dial them and I DM them, and I have a landing page that shows them the call scheduler that says, Hey, see this thing that's coming up? It's gonna be awesome, but it's gonna be generic. Why not book on a call with us and speak with our team right now, and then from speaking to our team, we can solve your problem today. Because if this event here is 14 days out, well then this call can be today. And you see how this solves your problem. Because what's happening in here is that people have put their hand up to work with you fundamentally, like they fundamentally want to work with you, but they're just at the point yet, they're not at the point yet of being able to work with you. So that's why we want we want to get people into the zone of wanting to work with you so that we can solve this problem, okay? So that is basically the angle, and as I said, there's three parts to a webinar. There's the angle, there is the creative, and then there are the tech. Okay. So with the angle, there's obviously all the slide decks would come with this. I have like a 200-page slide deck, which I help with our clients. If you want to see more about this, just speak with our team down below. They'll show you the slide decks that we have and they'll show you exactly how I build this out. The second thing then is the creative. So with the creative, what is creative? Creative is everything from landing pages to the ads to the organic. So, what we do, if we go back into our slides, into our into our playbook, is I have this very simple landing page which breaks through exactly how we help people, the exact model that we have. How do we help people? What is that model overall? So, this was a landing page, the real reason you're stuck. This was the problem that we solve. This was the social proof. Again, I run everything myself, so this is the whole process basically. And then this is the entire content that we're gonna help you with, and here is a process. That is basically the thesis, that's the creative, that's the angle. Now we don't want to stop there, we want to hope you know, random people on the internet find our website. We want to drive more engagement to it. And I think this is a big kind of change of belief that I try to work with people on, which is you do realize that your webinar is the most scalable way that you can grow your business in many ways. And what I mean by this is if you're gonna dedicate one hour of your time to give the webinar, well, does it matter if seven people are on it or 17,000 people are on it? It doesn't matter. So if that is true, then we should go back up work stream and we should try to book as many calls as possible. So here's like all of our ad scripts that we've that we use, like we we write our ads directly with our clients. We have all of our hooks, the bodies, the frameworks, everything. Because we're running our traffic, our paid traffic with that, with that as well, so that we're able to drive more revenue and drive more leads. So, like these are all our hook library, these are just hooks alone, bear in mind. These are just hooks, and these are the bodies. So, what I've done in this in this instance is my goal is to get as many people as possible to the actual webinar, which is the creative part. So, one, it's about paid. So, whether you're using Instagram ads, meta ads, YouTube ads, whatever, organic, your main traffic channels there. So, for all sorts Instagram, LinkedIn, YouTube, and then looking at the website section, looking at what that actually looks like, and then having the different hook angles. Now, that's a step-by-step process, and then we follow a you know an a blast approach whereby we have the register emails, the countdown emails, the nurture emails, the SMS that's happening, the dials that's happening, and what we do, what we employ is a proper sales team approach, whereby someone signs up to a webinar, we ring them, we email them, we SMS them, we ask them to book a call. If they want to book a call, they can book a call. If they don't, they just confirm that they're coming to the webinar. And then after the webinar, then we ask them do they want to book a call, and then they book a call with us directly, and then they become a client. So it's a very simple process, but that's why it's very important that we need to have the right angle so that it's relevant, right? Because if I if I had an angle which said how to how to make your Instagram look aesthetic, like who the fuck wants to go to that webinar? No one. But if I said how to drive five times the amount of leads on Instagram without having to create more content, you're like, Whoa, that's awesome. That's an offer that I want, and then you'd come to that because the angle's stronger, and then because the angle is stronger, I just need the the right amount of creative volume and quality to pull as much people into the webinar as possible to follow this process down, and that's why for me, the second you run webinars is you should run them on paid, like they don't need to be on organic. I would say, to be honest, I would say there's only one time to do a webinar is if you're gonna do it on paid, because I'm not in a position of having 26 people show up the webinar. Fuck that. You need to make people care and you may need to make people want to come, and that's why we we build these out basically. Now we have two core sections taken care of here. We have the specifically, we have the the angle down, then we have the creative down, okay, then we have all the ads that we can create specifically for it. Then the last stage then is the tech, okay? So you got to make sure that people show up to the webinar and they actually, you know, do their thing. Whereas most people, the show up rate's very, very low. It could be like 10%, 15%. We've bombed webinars, we've done well on webinars. My recommendation here is just getting the tech right from the beginning. There's obviously different platforms that you can use, uh, but you got to make sure that you have the right recording platform, you got to make sure that you have the right reminders that are coming out from email and so on, and then you got to make sure that you have the right uh sales platforms. So this is our platform Aura, which I recommend you guys using for everything. This will optimize the amount of calls that come in. So if we hit this page inside here, the second that they came to here and they sign up, they will go down to a confirm page. And on the confirm page, it basically says, okay, now that you've confirmed and you you've booked on, now book a sales call. So they'll book a call with our team, and then on this call specifically, we'll then help them basically solve their problem immediately. So then they don't need to wait until the event comes, they just come to the actual call, and then when they come to the call, we'll give them a specific offer that solves their actual problem. And this is the best way for anyone to be able to drive more revenue. Okay, so we could we could spend anything here in terms of you know maybe 5k, 10k on a webinar, we've spent up to 50k on a webinar, and that will actually really help us people like get the right amount of leads in. So they come in, we have the right tech, we follow the right process down so that it's very clear that they can basically utilize this. So that's why it's very important that you have the right software to use. If you're using any sort of um hosting platform, any websites important here, we are using Zoom webinars or using uh webinar jam. They're both kind of shit, not gonna lie, like they both they're not both they're both not optimal. Uh maybe one day I'll build my own webinar platform. And the other thing is using Aura for the sales, okay? So I'll link obviously down below to Aura as well. That's our call scheduling, sales platform, sales performance platform for early stage founders and large sales teams. And I'm gonna explain that in the next in the next lesson. Okay, so we now have those three specific areas that all you gotta do is just go and get this done. So find your angle for your webinar, create the create the creative, and then make sure that the tech stack is dialed. Once that is done, once that is live, we're then up and running, and then we're running this webinar structure. Okay, so as I mentioned, there's three core sections when it comes to

VSL Funnels And Headline Rules

Darren 2:10:24

paid. There is paid on easy mode, which is follower ads, paid on intermediate mode, which is webinars, and paid on hard mode, or the hardest mode, should I say, which is actually going to be VSLs. Okay, so now I'm gonna show you our VSL structure. I'm gonna give you a live example of what this looks like and how we actually help our clients to do this. So many of our clients come to us and they're they're doing well. You know, they could be making a 10k, 20k, 30k a month, and they just said to me, Hey Darren, like, how do I get more leads? So then I'd turn on follower ads and we kind of really crank that down. Follower ads has a cap for sure, it depends on a few different variables. We hit about $300,000 a month on follower ads uh on its own. We were spending probably $30,000 a month on follower ads. It's tough to scale, it's a bit of a nightmare. You got like a billion DMs running off, and that's where you would open up a second channel. On that second channel, you would pick a webinar or you'd pick a VSL funnel, very simple, and that's kind of it, one or the other. When it does come to the VSL, there's three different areas again. There's the angle, there's the creative, and there's a tech stack. Now, when do you decide to use a VSL or when do you decide to decide decide to use a webinar? I would use a webinar when you're looking to do like event-based stuff. So if you're staying at home for a couple of months, you're locking in, I would do webinars bi weekly or monthly. Okay. VSLs are more for evergreen than that can run consistently. So you're on a plane, you're on the Maldives, you're in Bali. But the challenge with it with a VSL funnel is that you do need to work on the creative and be very, very, very close to the data. Okay. I'm being very clear on this. You need to be very, very close to the data because if You're not close to the data, you're gonna like fuck things up and spend a ton of money. And this has happened to us in the past. Okay. So learn from my mistakes. When it comes to the actual positioning, again, it's similar enough to a webinar whereby we need to have a core promise. What's the core promise? What's the core problem that we solve? What's our positioning? Who do we stand for? What's our pro what's our mechanism? And what's our case studies? Okay. I like to go through this in our actual process. So for us, we obviously run the ecosystem model from product to traffic to sales. We help people specifically solve these specific areas and we focus really on getting that done. Now, with the VSL itself, we're going to obviously shift that belief to showcase specifically how their current belief system isn't actually working. So what we've done here is with our VSLs, we show people that have a million followers that are making 30k a month when they came to us. And then when we change one simple thing in the sales process, they ended up making 300k a month. So that's very important, right? Because we are trying to change the belief that growing a business and scaling and all this kind of shit is isn't hard because it isn't. It's systematized. So I'm showing that specifically in our VSLs, if you follow a very streamlined process, that you can actually grow your business. And then we have a big domino effect that we're trying to help people with, which is what is a specific problem that you solve or that we that we solve for you. And if we solve that problem, then you'll want to come and work with us, basically. Cool. So specifically when it comes to Apex directly, this is the VSL that we are running for Apex. So this is our high-tier program. So again, if you're making 30k, 40k a month, this might be relevant to you and you might have felt these problems. So we have a couple different pillars, right? We help them on the offer, we help them on content, we have them on sales, we help them build, we help them build systems, we help them build out a client success dashboard, and we help them with reoffers. Okay. This is how we help people. And this model is very important because it comes in and it fits this model down here, which is how we actually help people. Before I show you the VSL, I'm going to show you what we actually help people with. So this is our exact model, which we use to help businesses scale to six figures a month and multiple six figures a month. When businesses come to us, they generally have a leads issue. We help them generate and drive more leads across YouTube, Instagram, and LinkedIn. When that happens, they generate interest. And that's when we place appointment setters in the first seven days to be able to handle those conversations. After that, those appointment setters book calls on to sales calls. When the sales calls are taken, the founder and business owner books so many calls he wants to get off the calls. That's where we help people put in closures generally after 30 to 60 days. Then the founder is out of the sales process, and all he's doing is building scalable offers like mentorship programs, coaching programs, scalable service offers, and backend offers to increase LTV to increase LTV and retention. And that's the model that we help people with inside of Apex, which is the exact model that I wanted to explain when it came to specifically creating out the VSL. So what happens is we have this VSL like this, which the most important part here is making sure the headline is dialed, right? 80% of your ad budget, 80%, goes on the heading. The fucking heading, right? So it doesn't matter how good your VSL is, if the heading is shit, that it doesn't matter. Okay. So we have the subline here, we have the heading here, and we have the key key section here. So we generate over $500,000 a month with 40,000 followers. Watch this video to see how we do it. And then this is the VSL. So I script this myself, I go through the process of problem, problem agitation, the mechanism, social proof, the belief, the next steps, and booking a call. And then we use this software called Aura underneath, which allows us to book and close more calls specifically. So book a free strategy call and it shows the model. And then it goes into a bit more detail here in terms of what this is done for you model, not a course, all this kind of good jazz. Okay. So we basically break this down in a step-by-step process for our prospects to come in. Now, the thing about VSLs is that not always do you attract the person that you want to attract. So we tired people that are making over 30k a month for it with this funnel, but specifically we could pull people making 15k a month, and they're a great fit for the incubator, but just not for Apex. And they're going to be happy because they're going to solve their problem and not pay the same price tag as the incubator on the call. And now we see from here that the angle is super good, right? It's clear, it's a good angle, very crisp. And it goes to the next section, which is the creative. Okay. So for me, it's about based on this, what do we need? We just need really, really, really, really good creative. So for me, it always goes back to what are the core sections that I need to create that go back to my core areas. Because now I can create ads or organic or anything or any systems based on this process. So I have the right creative, the right hooks, and the right tech stack. So making sure that you know we're running meta ads, we have the right pixels, we have the right tracking, we have the right uh video sort of software like video lyrics, we're using Aura as the sales section, and then Stripe is obviously how we're handling payments, or you're using fan basis or WAP or whatever that may be. Okay. And then it's important to understand like how much like what actually happens, okay? So at a high level, this obviously is a general bit of feedback, but it's about if we spend 50k on ads and we're getting leads for $25, what does that look like? Okay, how much people can we set? What's the set rate? What's a close rate? What's a show rate? What should we expect? What's the price point of the offer? All this kind of stuff. And it's very, very important that you understand this end-to-end so that you're able to build a proper checklist of the result you want to get for people and how you want to help them get the result. So by the end of this, and on your checklist, you have the angle that you want to make sure that's super dialed, you want to make sure you have the right creative, and you want to make sure you use the right tech. And then from there, it just honestly becomes a process from here of rinse and repeating, putting out good quality content, maybe using some money chat automations as well to drive people towards the free training. Then really specifically focusing on the ads, like how good are how good's the ad performance, how good is the landing page performing, what's the conversion rate, what's the click rate? And you're kind of getting into this kind of mad scientist model whereby you're just constantly iterating, iterating, iterating, and the more that you can iterate, the better that you can be, and the better you can be, the more money you're gonna make. Okay, so it's following that process over and over and over again, okay? So this wraps up the paid section. We have three specific areas here follower ads, we also have webinar funnels, and we also have um VSL funnels. My recommendation right now is to start running follower ads immediately, then we'll move into webinar funnels and maybe even VSL funnels after that. But honestly, if you crack the follower ads, you could have those cranking and you could have those utilized and really smashing it for a year, two years before you need anything else. So let's get into the most important section next.

Sales Overview Setup Book Close

Darren 2:19:05

Now we're gonna come to the most important section of this entire free course, which is all around sales. I'm gonna show you exactly what you need to do to book and close more calls. This is a big area for me that I absolutely love and I love to share with people because you need to get this right. If you get this wrong, you're going to basically waste a ton of time bringing in the wrong people into your actual world. So, what I'm gonna show you is I'm gonna show you three different things. I'm gonna show you one, how do you set this up? So the setup, two, I'm gonna show you how to book more calls, and then three, I'm gonna show you how to close more calls. And that's gonna be the most important part of this so that we know that we have the right leads coming to our calendar and that we know exactly that we are going to basically be able to solve this at scale. So the first step I want to focus on, and the first area I want to focus on is about setting up your sales process and setting up your sales funnel, okay?

Sales Ops With Aura And Data

Darren 2:20:00

Because if your sales funnel, if your sales funnel is terrible and you're basically not focused on the right things, you're not gonna be able to actually scale your business properly. So I'm gonna show you basically why this is an issue, and I'm gonna show you how to solve this problem specifically with technology. Okay, I'm gonna show you how we can solve this together, what's a step-by-step process, and I'm gonna show you how to actually build this into your own sales process so that you can replicate this for your own sales team. Because what I've learned from just working with hundreds of teams is that if the sales section is a dog's dinner, and if it is a bit of a mash of everything, you actually won't scale your business. You're gonna end up running like a bunch of issues, okay? So, what I'm gonna show you basically is the problem that we're gonna solve initially, okay? So when you're growing your business and you're trying to manage everything on a spreadsheet, this is what your life looks like. I had this exact issue, which was you had spreadsheets managing spreadsheets. This is my exact tracker, bear in mind, from back in the day when we were running everything on manual trackers, okay? This is an absolute shit show. So whether you're making less than 30k a month or 50k a month or whatever right now, this is a massive issue that you're gonna have inside of your business unless you solve it here at the source. The next issue is you're using some random scheduler that's ideally designed for your dental appointment. You're not using one properly for the actual problem that you need to solve for, which is sales inside of your coaching business or your agency. Then if you have a CRM, let's let's be real here, you're not even using it because of the fact that it's quite manual. Like it's a manual thingy that needs to be updated, you're adding the leads in. Then you're paying for these note-takers that's kind of like working, not working, you're trying to review your sales calls inside of AI and it's a total mess, okay? And then if at best, this is what your life looks like, you book a call, you take the call, you review the call with AI, and you try to improve it. But that feedback loop is super, super slow, okay? Then if you look at any enterprise solution out there, these are companies that gatekeep features. They hold these features back from you so that you pay them a ton of money, okay? That means that the rich guys get richer, the small guys stay small. My goal here is to help you solve this by giving you enterprise grade features for the cost of a cup of coffee every single day, right? Because why bother to pay all this money for stuff that you right now, as a coach, you don't necessarily need. What you need is the right prescription. Because if you do this pat, which I don't recommend, you're gonna have Zapier flows coming out everywhere because this is what we used to have. And then if you do hire a setter, eventually, you're gonna be hitting them over the head trying to get them to do stuff in the morning, okay? And that's not gonna work, which is gonna happen. So, what happens here is right now you're you're booking all you're doing all this stuff manually. It's costing a ton of time and a ton of money. So we're gonna help you solve this. What we're gonna help you solve this with is by implementing one simple system, which we call is the solution. This software is called Aura. This is a one-integrated platform that has everything from booking more calls and closing more calls directly inside of your actual platform. This will give you a key scheduler that can allow you to capture more leads and capture all the gold dust that's happening inside of your platform. So when leads hit the funnel and bounce, we can track and take care of that. We can also control the lead flow so that you don't book a people that are book a bunch of people that are unqualified onto your calls. And then lastly, we're actually gonna be improving your close rate by giving you AI coaching specifically that's gonna actually coach you on the specific sales calls. So end-to-end cycle from scheduling calls to show up rate to close rate, we can take care of all of this inside of one platform. And then lastly, we're gonna have all of our leads inside of here without any sort of manual intervention. So usually you need 15 different VAs that are all paid $4 a day that are obviously going to fuck this up, not gonna lie. Whereas this is gonna be solved with technology. And what you're left with is this beautiful, beautiful insight into your show rate, your close rate, your cash collected, how many calls you're booking, what's important right now, looking at all of the numbers inside of your business, looking at all of the attribution data so you know exactly how many calls you're booking, where the calls are coming from, where the leads are hitting, what does that look like, and the benefit that that drives for your business. And this is the best thing, right? Is that all of those spreadsheet trackers and schedulers that should adds up, okay? All of those enterprise tools that cost you so much money every single month and it costs you years overall. Whereas I'm gonna show you a cheaper, more effective, more efficient version for you to set up right now, okay? So let's go straight into the deep end in the back end. So when you saw this VSL the other day, so let's go straight into the back end. When you saw this VSL, you would see this application process. So we're gonna run traffic for your business to your landing page, and then at the bottom end of it, people have the opportunity to book on a call. When they put in these details here, at this point, we capture all of the data. So all the data here is captured at this point. So what that means is when people come in and they put in 2K, they're making 2K, they want to get to 30k and all this kind of process. We take care of all of this live on the actual call with all the data. Okay, so all of this data is tracked, it's repeatable, it's scalable, and that means you don't you're gonna get all this leads, you're gonna get an explosion in leads before people even come to work with you. So by the end of this, you're gonna have this very simple version with all these leads that are booking on your calls. Now you might be thinking, like, well, Darren, I use Calendly, and Calendly automatically does this. No, it automatically captures the leads. No. Calendly only captures leads when people book on calls with you. But if they don't book on a call with you, they don't actually close. And if they don't close, then they don't book a call with you, you don't capture the data. That's why you're using a spreadsheet, that's why you're using some random CRM, and that's why you're not using the right tools. What we want to help you with is a one-step integration here so that all of your calls are scheduled in this way and we can drive more leads. Now, on top of that, we are going to show you inside of Aura specifically. I'm gonna show you how to actually add this in specifically into your business. We have this simple platform, and this is just one simple example, okay, of everything. And we see all of our calls coming up, we see our actual scheduler inside of here. What we can do is we can place this scheduler directly onto your actual call, like you see here, onto your on your landing page. So we can either assign it to a setter, so a setter can go and book more calls, we can have it in dark mode, we can have it on light mode, have it in whatever mode you want to have, to be perfectly honest, to be able to bring this into your website so that you can add this on your calls and add this in your in your call scheduler so you're able to book more calls. But then we go into the details, the nitty-gritty details. I want to show you how to be able to book more calls of this. So you need to have the right language, making sure that everything inside your business is centered around an intake call. They're coming into your world, they're buying into you, they're buying into your philosophy, they're coming in and working with you. Then inside of Aura, you can assign us on Google Meets or Zoom, whichever is easier. And then we have all of our reminders which optimize the show rate, okay? You don't need to use any other platform when it comes to email reminders. You can keep everything inside of Aura. Then we have all of our uh our availability, and then we get into the nitty-gritty of how do we book calls. So if you're running a lot of call volume, you can actually double book spots. So you can have multiple books, multiple bookings specifically per each individual call. So that means 9 a.m. on a Monday, instead of having one call with a C lead, you're gonna have two calls on that calendar, okay? And over time, you're gonna you're gonna see that you're gonna have A, B, C, D leads. So we've got to make sure that we have the right calls coming up on our calendar, okay? Then when it comes to the questions, whether it's personal development or whether it is um whether it's personal development or whether it is business, I want to show you how you can build this out in a very simple way. So the first thing is you've got to understand what the revenue is, okay? We've got to see is this a um multiple choice or is this gonna be a specific number they're they're selecting? And if it's a specific number they're selecting, then we have a DQ flow of who do we not want. So we don't want people that are making zero dollars on our calls, okay? Same with the goals. If someone doesn't have the right goal, we want to make sure that they're not coming onto our call. Same if they're not qualified. So the question here is to tailor the right solution to you. What best describes your your level of investment or how much can you actually invest? This is really important. We can add a disqualification flow here that says if left they put in less than 1k, they're not committed to book on. And we can have every single one of these go the whole way down. Same with financial qualification. How much money are they willing to invest, and how much money are they open to investing working with you? And then specifically, are they the key decision maker? These are all very, very core questions you need to ask, whether you're running fitness offers or whether you're running actual specifically business development offers, okay? And what this means is when we get to the next section, which is booking calls and making sure that we've enough leads coming to the calls, all that kind of jazz. We're we're making sure that we're not wasting our time with the wrong leads, effectively, okay? We have the right leads coming to the calls, which is super important. So you're gonna use aura for your scheduler, which is super important. Then from here, then we we're gonna see every single day the opportunities tab. So this stuff is absolute gold, okay? But we have three specific sections in here interested, disqualified, qualified. All of this is what happens before the call even takes place, okay? So if someone is gonna try to book on a call with you, they will bounce. And if they bounce specifically, we have all the call data specifically that shows when they hit the funnel and they bounced, okay. Now, why is that important? Is because all of these leads specifically that when they try to actually book on with you, there we can see their activity. So if I click on any one of these leads and I come down here, I can see how many times they hit the funnel, how many times they bounced, what's the activity, what does that look like, and all of the different values and benefits that brings for me as a business owner and as a sales rep. Okay. Then when we know we have the calls being booked on, what's most important here is this is all driven with AI. So all of these fields you see here in this traditional view of a pipeline, this is all driven by AI. So there's no human interaction whatsoever. You just have a step-by-step process which showcases with our note taker, our note-takers added to every single call. Any single call that you that you book on is taken care of immediately. So it moves between them. So no longer do you have to wait for your like random setter to be able to uh to book on a call. This is all taken care of specifically inside of here, okay? So the first benefit is increasing lead flow, the second benefit is increasing show-up rate. The third benefit then is going to be increasing the close rate. Okay, so we look at this specific call inside here. These are the partnership calls, these are specific calls where the note taker is added, okay? And you can see the history in here. I'm in this call, uh, the teams are in this call specifically, and we can run through how the call was taken, the note-takers added, and we can get specific, bespoke, actual coaching on this that goes into the details. So we see here the rapport is built, the discovery, there was zero discovery done on this call. Now, just for context, this was a second call, so we already knew this person individually. But we see here how Aura deliberately looks at pulling everything out of uh the calls to analyze them and make sure that they're actually very specific. Okay, so we can see who was the setter that set this call, who who who closed this call, uh, what was a financial qualification that was done, what was the pitch, what was the objection handling, and what was a close. Okay. Uh, what were the next steps, okay? And what were the next steps inside of here, which is super, super important. Now, inside of this actual coaching, too, you don't need to pay someone like $80,000 for a coaching program. You can look at the AI coaching to understand what you need to do in the next in the next section. Because what's super important is because in every one of these instances, we've got to make sure that you're putting the right time into your actual feedback on your calls. So before we even get into how to book and close more calls, we want to help you specifically make sure that you're actually able to follow this process step by step by step. So now we're generating more leads, you're booking more calls, and you're closing more calls. And what this means is your attribution data at the end of the day is super up to date. So, what this means is from an overview perspective, we can see how much call volume you're taking, what's your close rate, what's your close rate overall, what's your show rate, what's your no show rate, what's the cash collected you're taking on the calls, and what's the total revenue that you're having over here, okay? And the offer rate here, how many times we're actually giving offers on the call specifically. Then we can come in here and when you do have sales reps, we can look at the performance of the sales reps, or at the very least, what's the performance of you? How many calls are you taking, how many calls are you closing, what's the revenue you're making, and so on. Then we look at the average deal cycle and revenue per call. This is important because this actually gives you an estimation as to how much money you're actually making inside your business. If you don't know these core numbers, you're never gonna be able to scale your business. Let me say that again. If you don't know these core numbers, you're never gonna be able to scale your business. You need to understand your book calls, your close rate, your show rate, your no-show rate, what's your offer rate, your cash collected and total revenue. These are the core fundamentals of your business. If you don't understand this, you're not gonna scale your revenue, okay? And then we look at attribution. Attribution means how do people get to the call? How do we attribute the cash, the data, the numbers, the revenue to what's happening inside of your business? Okay. If we don't know this, you're not gonna be able to actually scale your business. So the first thing to understand here is what's the life cycle. So you see here, average sessions. Right now, it takes 15 visits for people to come in to book calls. How crazy is that? Average days to convert, conversion rate 1.8%, top performing ads we have. All of our, if you're running paid traffic, everything inside of Aura is already calculated out of the box. You don't need to like pay like 15 different tools. Our ad tracking is done inside of the platform. On top of that, we can look at the funnel metrics. How much time does it take someone to come through the funnel? Looking at the biggest objections. So this is important when you're adding in disqualification flows. Why are people not getting through the funnel? And this is important when we come to setting calls because then it comes are you booking the wrong leads? Are you attracting the wrong leads? Are you not closing the right? Leads. So now we we build this into the process to make sure that it's all working side by side by side. Okay. So now you have a full end-to-end flow of how to book and close more calls. Okay. So the first the next step from here is go under this video, sign up to Aura directly. You get a seven-day free trial. So it's literally free. Set follow this video, go backwards, set up the scheduler directly, and then when you're actually inside the platform, you'll actually even get a free onboarding call, which will walk through how to set this up for free. So you can just follow this process down. Very simple, nothing involved. All you got to do is hit the link, go down, sign up, go in, check it out, speak to the team, they'll set it up for you for free. Inside of Aura, we actually set this up completely for free as well. So you just you'll have that onboarding experience, you'll have that onboarding call, and then we'll be moving from there. So now that you have the proper call scheduler, so now that we have the sales operations up and running, we got to make sure that from here, we got to make sure that we're actually gonna be booking and closing more calls.

DM Setting With The AVA Method

Darren 2:34:59

So the first step is let's go into the DM section, okay? And I'm gonna show you about how to actually book and close more calls based on DM setting, okay? So DM setting or dialing, it's all the same shit at the end of the day. What we gotta do is we've got to speak to prospects in a communication platform to book more calls. Now, we have booked thousands of sales calls, we've helped clients book thousands of sales calls. I own a software that books thousands of sales calls every single month. If there's one thing we know, it's setting. If there's one thing we know, it's about how to actually get more leads through through the funnel. And that's what I want to help you with today, okay? So when it comes to setting, I'm gonna show you our framework of how to do this and how we've done this inside of our own business. I'm gonna show you what needs to be done, the philosophy, the structure, and the execution. All you gotta do is follow our process and then get started from there. And again, if you want more help on how that is actually done, watch this and then you'll obviously see our method that we teach clients with. Okay. So the first thing here is we I have like a I have an entire philosophy around setting and closing, which is one, we don't want to sell, we want to serve. If I can show you that basically we serve clients and we we our interests are the clients' goals, you'll obviously want to come and work with us. Same taking the angle as a trusted advisor. Imagine you're you're a sage old man, right? He comes in with his trusted advice and his experience. If you can be seen in DMs as someone who's the experienced person who can get results, people will buy that. Okay, they'll want that. The next is you want to pull people into an ecosystem. You don't want to kick them through a funnel. This is a big, big, big, big change, okay? Lots of people try to kick people through a funnel, follow up, follow up, follow up. That's not what's necessary here. Making sure that we have the right content, making sure that we have the right offers that pulls people into our world. The next stage then is about understanding quality and quantity, okay? So when you learn setting, you have to then do a bunch of activity. You can't just learn it and then send four DMs a day. I actually train all of my clients and my sales reps based on a quantity basis. So I want them to go out into the world, do shit, learn stuff, try get better, and then come back to me with the results. If they can come back to me with the results, then I know that we're moving forward. Okay. Similarly, here we're playing like the infinite game. So what I want you to do is I want you to focus on this process so that you can do this again and again and again. And I want you to follow this very simple framework called AVA. Acknowledge, value, ask. Okay. So if I'm opening a conversation, I'm speaking to a prospect, I want to acknowledge their existence. If it is a female coach who helps you built mindset, I want to go specifically onto this person's platform and then even their landing page and specifically pull out specific areas of their program that I find interesting. I find it interesting that they do they do NLP. I find it interesting that they do whatever. That's relevant, and I want to acknowledge that to that individual. I then want to provide some value, being like, oh, this is pretty cool. I work with many different mindset coaches and NLP coaches. That's pretty cool. And then I want to ask value, which is like, how are you currently driving business right now, or how are you growing your business, or are you focused on scaling your business right now? That's for a business offer. Obviously, you want to figure out for your own specific use case, but acknowledge value ask is the most important section here. Okay. We got to make sure that we really dial this in. We want to make sure that we don't over talk. And then a few things is never ever ever ever ever ever ever say the word I. The sale is not about you. Sales is not about you. Sales is about the prospect. If you want to say something, you say the word you. Hey, I want to make sure that this is a priority for you. I want to make sure that I'm not wasting your time. And you can push that back on someone on a sales call or even on a dial or in a DM. You have my permission to push back on people. But you can't be in a scenario whereby you're taking the responsibility of the actual client because that's the wrong position to be in. Okay. So what we want to do is we want to follow an AVA framework inside of chat. We want to open up the conversation. Ideally, this is coming from follower ads, or they're coming from inbound, or they're coming from a keyword. And then specifically around this, we want to open up that actual specific conversation so that it's very clear, crisp, and so on. Then from here, we want to go through the process of finding out the context of where they are, the current situation, their problem, and identifying the issue, looking at the consequences of it, and then booking on a call. To keep it simple, we want to find pain, problem, personalization. So, what's a current specific scenario? And this is where you want to follow a gap selling framework. Gap selling is a process of understanding the current state, the future state, understanding the current state from a numeric perspective. Where are they currently? Are they fat? Are they bald? Are they overweight? Are they broke? What is that current state that looks like inside of their business? Are they making no money? Do they want to make more money? We got to understand that current state very, very closely. That's what the context is. So get very, very detailed in on the current state context. Numbers, numerics, the setup. On top of that, then we want to look at the root cause. What is the specific root cause for them not changing? Okay. When they don't change, what is the consequence? So what's the consequence of them not changing? This is all the current state. I'm asking questions like, hey, why are you not hitting your revenue goals? Where do you want to get to next? Why do you think you're not there yet? What are you lacking? Is it information, knowledge, expertise? What are the specific things that you're lacking inside of the business? Okay. Then we want to look at that current state. We want to map it to the future state. Where do they want to get to in the future? How much money do we want to make? What does the world look like? What does the future state look like? What does their life look like? And the best way to look at this is if you look at the current state and you really, really break that down specifically and understand the current state in detail, you can map the future state on a one-to-one basis. You can basically drag over the full current state into the future state, and you can make that as clean and as crisp as possible. Okay. Because at that point, that's when you want to book in the call. Okay. Because we're understanding the current state. We understand how much money they're making, where they're going, where they want to get to, this pain, there's a problem, there's that specific section. And then we want to understand, okay, where do they go from here? Because your buyers are often going to uh fall into different categories. They're going to be skeptical, they're going to be uncertain, they're going to be egotistical, they're going to be a bunch of different things, okay? But you need to be able to understand which buyer persona am I putting into right now and what is the core focus right now and how do I actually solve that problem? Because if I can understand specifically how you can solve that problem, then you're going to be able to actually showcase exactly how you can help them. Because if you can actually sell solve their specific problem, then you're not going to help them, right? So you got to understand who is a buyer persona. So for me, I'm high logic, high analytical. And high logic, high analytical is you want to be straightforward. Super fucking straightforward. If you're chanting to me in DM, hey, I can help you in a specific way. Here's a problem you have. But if I was high emotion, low analytical, very emotive, you would need to shamoozle me. You would need to set it up, like find out exactly what it is, go through step by step, be very clear, be very simple, be very easy with this kind of stuff, right? And then at the end of the day, though, you need to understand what the problem is to be able to synopsize the problem. This is the biggest thing. Is expertise is the ability to break down something fucking complicated into something that's super simple. So that's where the Feynman technique is how you explain a concept to a five-year-old. So how would you explain DM setting to a five-year-old? I would open up, I would speak to someone, find their problem, and book a call. Of course, it's more nuanced than that, but how do we solve that specific problem? So I say all this because when you're speaking to someone and they're in chat and they're all like all over the place effectively, you know, they're like, oh, I got this problem and then this this and yeah, but I'm fine, and come back to me after the holidays. You need to be able to collapse that problem into a very specific solution. That's the biggest thing. What is a specific solution that they need and a specific problem that they have? Remember, every problem has a solution, one specific solution. You cannot have two different solutions for one pain. You also don't want to create too many problems because then you got to solve all these different issues and it overwhelms the prospect. But for someone like myself who's high analytical, if I knew that I could basically have all my problems solved, I'd pay for it. But many people that are overwhelmed, that can't pull their pants up in the morning, let alone fucking go to work, they're not gonna be open to solving 15 different problems all at once. So that's why we got to make sure that it's very simple, very clear, visa, very easy to understand. Okay. Now, from here, what are the specific openers? We want to make sure that we follow this framework very clear, which is all of our solutions in Indium actually all follow the exact same model, but the uniqueness of this is the fact that it's it's based on the person. You need to personalize your openers based on their scenario, not based on like a random script, okay? Because we teach the framework of gap selling, that's the framework that we teach all of our clients, but at the end of the day, the gap selling framework is based on me understanding you, okay? So what this looks like is looking specifically at this framework, whether they're coaching, agency, fitness, B2B, whatever, what's the specific problem that they have, what's the specific problem that we can help them solve, and then moving them towards a call and then pitching the call. Okay. So here's kind of how we would do this, right? Is about firstly going directly to figure out what's the pain, opening up that conversation, keeping it very focused. So every single message you send has to have a question. So hey Darren, thank you so much for this. I understand exactly the problem that you're in. What are you trying to do to solve it, right? Pin every single question back, every single response has to carry a question. Okay. And the biggest thing here is you're often actually going to be actually shifting beliefs. So this is a big that I work, I work on with our clients. Is that a big thing for me is you have to realize that the reason why your prospects are in the position that they're in is because they are unable and they're incapable of being aware of the problem that they have. A lot of this free course has talked about awareness. A lot of people are not in the position of being aware of their problem because they're almost afraid to admit it, right? Why would you admit that you're, you know, you're not where you are in life, right? The goals, you haven't achieved your goals, haven't achieved your milestones. That's why people don't track their weight, they don't track their revenue, they don't track their relationships, they don't do a lot of things because they're afraid of the answer. So what we need to do is we need to convey what does that look like for them? What's the right answer? Where should they go next? What should that look like? Okay, so it's about breaking that down that exact belief to make sure that it follows that very systematic and step-by-step process. Then when it comes to booking a call, we're gonna make this very, very simple, which just says, Okay, Darren, from everything you told me, the great news is we can definitely help you. Would you like me to walk through how I can help you from here? And then we book in the call. When they book in a call, we then send over the Aura link. Okay, so you'll send over a link like this. Okay, you'll send over a link like this. They'll put in their details from Aura. Specifically, they'll show interest. They're like, Yes, I'm ready to go. They'll send over the details, you'll be able to verify that they hit the funnel. You can set this up with Zapier so you can see specifically that they hit the funnel. You can also check in you can also check in the back end of Aura to see specifically how they've came in to see have they hit this funnel and so on and so forth. So they book in the call, they follow that process from there, and then we gotta make sure that we're getting them to show up to the call, okay? So how this is done is we send over the link, then when they confirm, we ask them to confirm on their calendar, okay? So the biggest thing here, the biggest here is a thing here is getting them booked on the call so that they're actually going to show up. So we send over the booking link and then we send them over to thank you video. So they'll they'll get rerouted from this in aura so you can redirect people on aura to this. This is a three-minute video that goes through exactly how you're gonna help them, how does the call gonna run, what's the process. Then underneath here, we get them to confirm. If they don't confirm, they're not gonna show up. So it's super, super important that they confirm, okay? After that, then we walk through exactly what to do next, what results can they expect, what does the program look like, how can they get how can we help them and what's the system that we implement. This is exactly what you would go through as well if you book a call with us down below. Okay, so you'll see specifically how we can actually help you, what does that look like, what's the process, and then higher setup from there. Because you need to have your prospects follow a very step-by-step process. And if they follow this process and they get results and they do this thing, they're gonna get results. And this happens before the call. So what happens is they'll watch these videos, and then also in the setting process, I want you to share over this video, make sure that they watched it, and then I want I want you to share over as well your training video, okay? And I want you to share over your origin story in a step-by-step process. So the next process is oops, skip that the next process is getting them confirmed, then we share over the thank you video, and then we share over the free training, okay? Please watch the free training, and then after that, then we might even dial them. So we might even ring them, WhatsApp message them to make sure that we're we're basically getting them booked on the call. Okay. Very, very important process. They've booked on the call, we followed the DM process, they've now watched the assets, watch the tanky video, watch out, watch everything. And then the last step, the most important step, is the closing call, which we'll get

Closing Calls With Gap Selling

Darren 2:48:59

to next. Now that you're booking more calls, the next thing we need to focus on is how to close more calls. So we've coached hundreds of founders, hundreds of business owners on exactly this model. So I'm going to walk you through specifically what you need to do and how do you how you're actually going to do this at scale. So the most important thing to realize here is our model is really predicated on the idea of we want to solve a paper problem for a specific user that's easy to find online. And then once you do solve that problem, you're able to solve that problem at scale. So what that means is we can book more calls. And initially, I want you as the founder to take the calls, which is super important as a founder. You're taking the calls, you're you're actually being there for your prospects and you're actually helping them solve the problem. You know, you're not selling in chat or whatever that is. But then most specifically is you're able to solve the problem so that you're able to offload it then and delegate it downstream. We're going to talk about delegating and scaling towards the end, but specifically on this is what we want to make sure that you're booking the right calls and they're on the calendar. So, what does that look like? We want to help you specifically on what is a closing framework. And this is a closing framework that we use for many different companies, right? The best part about this and what we've really focused on over the years is making sure that whether it's B2B, B2C, whatever that may be, um, they're just calls that are run in a very good way and that we're able to close them. Now, how do I know this is true? So I've personally sold a quarter of a million dollars on a single call as a B2B enterprise deal. I've actually done that several times, would you believe? Even with that price point. We've also sold things that are $2,000. We've coached people in fitness, consulting, agency, even founders. I even ran, would you believe, with a client, a B2B SaaS sales program where we would coach uh SaaS founders on sales. And I was actually one of the coaches. So that was back in the day. But long story short, how do we how do we do this, right? Like how is this process done? It's done through a method called gap selling, okay? Gap selling is the process of being able to book calls and define figure out the gap inside of every single structure, okay? So every single call is predicated based on the gap. You can only sell to someone who has a gap. If they don't have a gap, then don't work with them in the beginning, right? A gap is the difference between where they are right now and where they want to get to, okay? So the first stage in understanding this is understanding the structure. So how do we how do you break this down? It's a similar enough philosophy as you mentioned last time in setting, which is serving, not selling, being the trusted advisor, trying to live in the gap. And the way I think about this is if you truly know how to gap sell, you can stick your head in the door of a prospect's house, right? And you want to get your wedge in there. Your head's gonna get smashed in the door for sure. When they come back with some feedback, you're able to figure out specifically how you can actually help them, okay? Because the prospect doesn't want to solve their problem immediately. They need to be provoked to solving that problem. So that's why we want you to figure out the gap. Now, as we focus on in the very beginning, what's important about the gap is you create this gap over, you know, many, many calls when you learn the calls and you learn the process down. But this is a process that you can follow, and anyone can follow to be able to book and close more calls. So, what we want to focus on initially here is a step-by-step model. The first stage is let's get the calls out and let's follow this simple, simple gap framework. So, one, when it comes to the calls, how I want you to actually break this out, and we're gonna go back to my iPad here as well for reference, is I'm gonna walk you through like an actual philosophy and the real framework that we've been using time and time again. So, what we do really is we teach people the fundamentals and the foundations, but then we also build out their scripts and their frameworks with them so that they're following it in the right pattern. Okay, so step one is understanding gap selling. So, gap selling follows this pattern of current state and future state. Okay, in the current state, we want to understand quantitative data. What is quantitative data? Quantitative data is numbers, okay? It's the key key metrics revenue, body weight, amount of divorces, all those hard numbers that people don't want to talk about. We want to figure out those hard numbers. We want to attach all those hard numbers to problems. So if you are 400 pound, that is a problem which is known as obesity. Okay, that problem is attached to numbers, and then from here, we could look at the root causes fundamentally. What is that core root cause that you have which is causing this massive issue of obesity? And lastly, we look at the consequences. So, what is the consequence of you staying stuck? And this is happening in the call, right? We're getting super, super detailed. I even ask prospects to take out a pen and paper so that they can start writing this shit down and they can actually have this basically right in front of them that we're asking them on the call. This is very good. This is very good for getting people to realize what their actual problems are, because if they don't know what their problems are, how the how do you gonna solve them? So they can start to figure out these specific problems. So we see the quantitative data, okay, inside of here. Then we want to map this to specific future state based on qualitative data, which is their lifestyle, and then quantitative data, which is their business, okay? Quantitative. So what that means is where do they want to get to in their life? What do they want to achieve? Do they want to be an author? Do they want to be a global speaker? Do they want to retire? What does their life look like? Do they want to have their first child? What what are all these qualitative features that they want in their life, Mr. Prospect? And then what's the quantitative features? What revenue do they want to get to? So if they're making 10k a month previously and they want to get to 100k a month, well, the gap in here is 90k. Very clear. So the gap in the sales process is now a quantitative number of $90,000. Oh shit, this is monthly. This is 90k every single month that they're that they're that they're losing. Because the current state and the future state over here is quite broken right now. There is no specific roadmap to get there. We also want to look at what does their life look like from a quantitative perspective. So when they get to those numbers, what's the lifestyle, what's what's happening as a result, and what are these core problems? Okay, because every single problem that they allude to has a process to be solved. Okay, every problem has a process. The root cause have a core issue. Okay. And the consequences is what we call oral away, return on inertia. What are the three core areas here? This is super important. What's the problem? What's the process that needs to be solved for the process for that for that area? What's the root cause? What's the core issue that comes from there? And what's the consequences? So we already alluded to it. That is up here, the OROY, and I gave it to you beforehand, was 90k a month. So now every single time that this prospect is you know respectfully kind of pissing you around, they're missing out on these core core areas. And this is what's called a gap. So this gap needs to be stretched. Arguably, you can pull this guy out here, and you could keep spreading the gap. Keep spreading the gap. The wider the gap, the more the prospect will pay to solve the problem. The shorter the gap, the less the prospect will pay. And this is where we move into the model from here on how do we run the call structure. So now we know this is the model. How do we want to run the call structure? Which is based on my six P framework. Okay. The first stage is the actual campaign. Next is the problem. Next is personalization. Now all of this happens before the pitch. This is what we call pre-page. And then this is what happens after the picture. We have process to get started. And price. P six P's. Okay. So this is a skeleton. Now from here, let's look to fill in the actual detail. Okay. So first step inside of here is understanding specifically what's the painful problem that they're trying to solve. So it's set in the frame. They come into you, they're trying to figure out like how do they grow their business or how do they fix their marriage, whatever that may be. Pick your poison, okay? We find out what's that one painful problem that they want to solve. If they don't solve, then they're not going to move forward. We want to find out from that how is that pain agitated? How is it manifested? What's the root cause? What's the consequence? What's happening inside of the business? Then we want to figure out from here how do we map this to a future state? How would they want this to be replaced in their life right now? Like what would it look like for their life to be completely transformed and they wouldn't have this specific issue, okay? Building this out specifically. Then from here, we want to make them feel seen and heard, understood. We collapse the problem. We figure out exactly what actually is that core specific issue that they have and how can they actually solve that problem. So we want to personalize it. How we personalize an issue is that we make them feel seen, heard, reassured. And specifically on this, we want to show our authority. So if someone comes to us and they're not getting leads, I want to figure out what's going on, how's it manifested, what's the results of this, what's the consequence of this. But then I want to showcase as well that look, look, you know, this is possible. We've done this with 600 people. We can we can help you get leads. You know, it's not that straightforward, it's not that complicated. So we want to make sure that they've seen we want to personalize the issue to make them feel underhook understood. Why that's important is because that allows them to slowly, slowly but surely be able to build up that trust with us. Okay, they trust with us that we can actually help them, they've trust with us that we can actually help them solve their problem and so on and so forth. The more that we can do that, the better it becomes, of course, for the prospect. Okay. Now, at this point, we're obviously not going to pitch them. What we're going to do is we're going to slow down and we're going to check their financial qualification. Why is that important? So when someone goes through Aura and they book on the call, they're going to say that they have the willingness to invest, they have the finances, they have the money, and so on. But there is a scenario whereby they lie on the form, right? Not everyone is 100% understood. So we want to spend about five to six minutes here setting the frame specifically and going through this and making sure that we financially qualify them. And we want to use the right linguistics, which says, okay, Darren, thank you so much for booking the call. You know, you know, I know we went through, we figured out this problem, we have this specific problem for you, all this kind of stuff. Before we move forward, I just want to make sure that what was said in the form is accurate. Do you mind just walking through uh what is your availability to invest? Or it says you have one to 5k to invest, does that make is that true? Is that accurate? And if they get super defensive, if they get super defensive, you can say, look, no problem at all. We just want to make sure that this is a good fit for you. That obviously this the program carries an investment. So if you can't pay the 5k or the 3k or the range, we can actually help you. And if they say something like, hey, I want to know what the price is, we can say, like, look, we have different pricing available, we have different payment plans, different pricing, different offers, depending on where your what problem is you actually are trying to solve. Okay. So I think that's a very important step to not miss. Inside of Aura, we check against this too. Okay. And the next stage then is understanding decision makers. So is there asking specifically, is there anyone else involved in the decision making process? Is there anyone preventing them from getting to the next level? Is anyone preventing them from getting started today? Okay. And then after that, we want to pause. What we want to pause is we want to gather this intel to make sure that it's very specific. Now, why do we do this second and not first? We do this here because when we've basically started to figure out the pain and the problem and personalization, we start to create this gap in the brain of the user of their problem. They start to become more aware of the problem and they start becoming a bit more anxious and they become a bit more like uncomfortable and they're like, holy shit, like I need to solve my problem. They're finally becoming aware of their problem. When they're aware of their problem, they're like, okay, just tell me the solution, tell me the solution. But we want to make sure that we qualify properly. So we want to qualify really, really well in here, okay? So that we're able to figure out and then just we want to pause, get some reflection from them to make sure that they understand specifically what's what's happening, right? That they understand that they have a problem, they need to solve it. Our solution could be, might be the solution, okay? So at this point, we want to ask them, hey Darren, from everything you told me, we can definitely help you. Would you like me to walk you through how we can solve this one specific problem? Again, you want to allude to several problems that they have. They might have a leads for leads issue, a content issue, they might have a marketing issue, might have a uh sales issue, but we want to focus in on a specific issue. Because my mental model with this is if I can help you solve one specific thing, then all this is worth it. So if I can help you from this free course solve the offer issue, this was worth it for you, okay? And from here, then we want to make sure that we can tie this back into the specific problem that they have. And from here, what's going to happen is we then are gonna walk through how we're gonna solve that problem during the pitch. Now, what's important with the pitch is the pitch is obviously your program, but your program and your unique mechanism is actually gonna tie back to these specific pain points, okay? In here. So if I help you specifically grow your coaching business by optimizing your offer, and your offer is the biggest issue that you had, I would focus only on the offer in the pitch. So I would tie it all back to this. I would give obviously reference that you have other shit that you do, but specifically the problem that they need help with is the building of the offer in this example, and then we want to walk through this, and then we want to get a good temperature check, okay? So the temperature check here, which is like, okay, Darren, do you understand this process end-to-end? Does this solve your specific problem? Do you feel like this solves your specific issue right now? And and and so on. If this is like an eight or a nine, you can leave it be. If it's like a seven, you want to see what would make it an eight. So walk me through what you don't understand. They might say, Well, I don't know when the calls are and all that kind of shit. And then we can walk through that in the next section here, which is going to be on the process. So it's like, okay, the process is solving this specific problem. So to solve this problem, there's this process. What we do is we have a group coaching program, we got a one-to-one program, whatever that may be. We'll help you solve this specific issue in a specific way, and you'll see this process being done over and over again. Okay. Then you want to say, okay, from here we take payment, we get started, we set you up with your onboarding call, your one-to-one manager, whoever that may be, will come in and interact with you here. Does that make sense? Yes. So now what's happened is we've had a logical yes, we've had a value yes, and in here we've had an emotional yes. Okay, value, emotion, logic. Why that's important is undoubtedly now you've pre-handled objections, you've shown that you are the person that can get the result. You've shown that this is a specific process that you follow with your clients, with everyone that solves this issue. Okay. And how you've solved this is by satisfying these logical yeses, emotional yeses, value yeses. And the final step from here is understanding the price and explaining about the price as a necessary investment to be able to solve the issue. Okay. So they've had a problem, they've had a pain. Now it's about okay, so we have a roadmap that we put together for them, and that roadmap will solve this specific problem. Now, from their perspective, they want to know what the investment is, and we revealed the investment, which is okay, to solve this specific issue, the leads issue, the content issue, whatever it may be, is going to be six thousand dollars. Okay. That six thousand dollars is gonna be what you're gonna pay to be able to solve these problems. And now we've already pre-handled it because we've shown at this point that these are the core issues that they have, these are the core problems that they have, they don't know how to solve them. We are the ones with the information and implementation that can solve that issue for them. We will give them the accountability and so on. They've expressed that we've handled those issues, so now we can handle these objections. So, what happens here is let's just say they say, okay, I need to think about it. Well, logically, what would they need to think about? Because we have explained that we are going to solve this problem in this very specific way that's gonna help them in this very specific way get a very specific result, and that's actually how we take care of all this model, okay? Because all this pre-pitch is pre-handling. Okay, this is post-pitch. So now we have a very streamlined process that pre-handles every objection inside of the process, and you can also, you know, walk through one by one how each of these areas models that solution. Okay, so I'm gonna give you another example, okay? We're gonna go back to my laptop right now, and we're gonna go back into this specific area, okay? So on our calls, and if you're speaking to one of our teams, we'll run through this model that we'll figure out specifically during the pitch. So we're gonna walk through the pitch. Hey, you have an issue with product, we're gonna help you solve this product issue. You have an issue with traffic, we're gonna help you solve this traffic issue. We create that as a solution, okay, and we generate that solution as a result. So we're creating the process of solving the problem, okay? Now, in that section, you'll also see the wins, the model, the process, everything that kind of goes through in a one-to-one step-by-step fashion. Why that's really important is because when objections come up, and objections are still going to come up, but objections are usually bullshit. Like for the most part, never trust what someone says, genuinely. Watch what they do, just in general, but more specifically when it comes to this, also watch what they actually do because what they say is usually not true. And also, you have my permission to call out your actual prospects when they have a shitty mindset because their mindset is the reason why they're stuck, bear in mind, genuinely. It's the reason why they haven't taken action, it's the reason why they haven't solved their problem. It's either an information, implementation, or mindset gap. So when they have a shitty mindset and they're not solving their issue, you can come up and say, okay, the reason why you're not growing your business or solving your relationship issues is because of these specific issues. Let's solve these in this specific way, and then they understand more context. Okay. That's the biggest thing here. They get the context, they understand the issue, and then when it comes to the investment, we can pre-handle this stuff. Okay. Then from here, this is our step-by-step process so that they can follow this down. Shit, hold on. And then this is our entire framework, right? So frame setting, pain discovery, personalization, financial qualification, decision making, the pitch, price reveal, objection handling. We got to make sure that we follow this down in a step-by-step process. We build out all these scripts directly with prospects, with our clients. So if you want to understand how we build this out with them, just hit the link down below, speak directly with our team, and you'll see everything on an end-to-end basis on this. Okay. But we go through the entire process and end-to-end, and then we're able to see specifically how to improve this. Okay. Now, if you go back into Aura, you'll see all the call review section in here. It's very, very important that you review your calls directly inside of Aura so you can see what area you need to improve. Aura is trained based on our methodology of sales, which goes in and showcases specifically the problems that they need to solve in the gap framework. Okay. Gap framework, NEPQ, straight line, there's all different combinations that we're utilizing inside of the inside of the software. But the main focus is to understand what lines have you messed up and what lines you need to fix effectively. Okay. What are the core areas I need to fix inside of your actual script and your process? Because from here, then when you have issues, you can come to us and say, okay, I'm getting this issue with the pitch. When I walk through the pitch, I have these specific issues. How do I solve these specific issues and so on? That's a very big important area. Okay. Okay. Now that we're finished the sales calls, we have our sales calls finished. If we go back into our full model, you see here that we've taken care of all the sales sections. Sales ops, DM setting, closing, show rate, sales calls. Okay. So again, the sales calls are taken care of with Aura. When you when you book the calls at Aura on Zoom, and when you book the calls on Aura on Zoom and on Google Meets, that will all be combined on that side. So the note taker will be added specifically. So the note taker is going to be added into actually your calls. So you can go in and you can actually review all of those different sections specifically inside of Aura. Okay. So the last stage that's left, and the last stage that I want to focus in on is scaling. Okay.

Scale With People Process Product

Darren 3:11:23

So we have scaled hundreds of businesses to seven figures a year in annual profit. And how we do this is our scale methodology. Okay. I come from a software background. I've worked at one of the fast-growing companies of all time. I've worked on many other companies as well. And scale does not mean working harder. If you have to work three times harder to scale your business, you're not scaling, you're just working hard. And look, you know, I applaud you for that. That's great. Okay. But at the end of the day, if you're not actually scaling, you're actually just making working kind of harder, right? And I've seen this a lot. If I was to look at even some of our clients who, you know, should have made a lot more money than what they did, it's because they didn't understand the method and the methodology of scaling. Scaling means for every extra effort, unit of effort, one extra unit of effort, you get two, three, five, seven, eleven times of results with it. So think about it. If I try and make a fire with a piece of a stick, obviously it's going to take me fucking ages. But if I use a lighter and if I use lighter fluid, I'm obviously going to create it much faster. That has a proponent, it has an exponent, it literally has an exponent to create the fire faster, stronger, and so on. Okay. So what does that mean? It means that to scale your business, you need to understand three core fundamental sections: people, product, process. If you don't understand these three areas, you're not going to be able to scale your business. Because if you can't make more money in your business, it's down to these three core areas. So let's go through them step by one, step by step. The first step is people. Do you have the wrong people in your company? You probably do. I'm being fully transparent. If you're only making like six figures a year, you probably have some like random VA, you probably have like a shit editor, and you probably have like a setter if even. Okay. You need to have the right people in the right seats to grow your business. So what we do here specifically is we look at what you need for your revenue. If you come into the incubator or come into Apex, and let's just say you're making six figures a year, you probably just need a good like EA virtual assistant to take care of some of the admin stuff stuff inside your business. That's kind of it. Once that's taken care of, you then need someone that's going to help you with front-end acquisition. That person could, let's say, be an editor or a designer that will help you take care of the front end so that you can produce more content like reels, carousels, content, YouTube videos so that they can take care of that. Then from there, then we're going to need someone that's going to help with acquisition, acquisition being sales. So let's just say you're making 30k a month. We place setters and closers inside of people's businesses. Okay. Once that's taken care of, then we're now booking more calls, we're driving more revenue, we're bringing more people into your business. When they're coming into your business, we need to make sure that we have the right A players. So some of the documentation I have around here is around specifically who and how to hire A players. So A players will reveal themselves in the first 24 hours. B players will bitch, moan until they quit. Okay. It's always the case. So a B player can become an A player, but an A player can become a B player. That's a very important point. Not always is everything as cut and dry as just having the best talent in the world. So you got to make sure that you have the right talent that's coming in, which means you need to have the right values. So from your origin story, you'll have your values. That's what you bring into your business. And then you need to know which roles that you need in your business. Do you need an editor? Do you need a setter? Do you need a closer? Do you need a head of client success, head of sales, head of ops, depending on where you are revenue-wise. So for me, it's the right person in the right seats that solves the right problem. Okay. Next then is going to be the documentation. Every single thing you do in your business needs to be documented. Whether it's paying an invoice or whether it is editing a clip or whether it's writing hooks or creating ad copy. The reason why for me building out the new incubator was so straightforward is because I've done everything. I do everything inside my business constantly. I do everything inside my business 24-7 with all of my clients always. Okay. So I know specifically how I can actually help my clients to get results. Okay. Because everything in my business is actually going to be documented. So first stage here is taking care of the people, making sure the right people are in the right seats. The next stage is taking care of the processes. So making sure that I'm updating my processes. So for my company Aura, you know, it's basically we had a blank slate when we went to create the documentation. So for our sales reps, they have a very simple process to follow. For our engineers, they have a very simple process to follow. For our designers and our editors, they have a very simple process to follow. It's very simple. So if you start your documentation early with your SOPs, with simple workflows, and you can use Loom to do this, bear in mind, you can grow your business much faster and bring in two people and have less fuck-ups, basically, because you will have a ton of fuck-ups. That's that's the thing. But if you do have the right SOPs and documentation and process in order, you're gonna be able to book and close more calls and be able to drive more revenue and get better results. Because that's the biggest thing is managing that side. Okay. Then the last side on top of people and process is product. The product needs to be repeatable, scalable, and enjoyable. Okay. If it's not scalable, if it's not repeatable, it's not gonna work really well. What I mean by that is if it's a coaching program, it needs to have enough scale. So for context, you're gonna have client success managers that might help you when you get to 50k a month or 100k a month. You might have a support coach, people that are gonna come in to actually assist you. This is what we help our clients with. We help them build scalable programs. Oh fuck. We help them build scalable programs so that they're able to drive more revenue inside their business. So that program needs to be scalable. So what that means is when you bring in a sales rep, they're gonna be able to book calls and you're gonna be able to close calls without constraints. I actually had someone uh recently who said that they're not bringing on clients, they're not bringing on clients because they they don't have enough team members. And I said, Well, that's your fault. Like you, it's your business, you need to make sure that it's growing, that you got the right people in there that can actually grow the business forward. So you're not bringing in the right talent support coaches to be able to solve that specific problem. So that is respectfully your fucking fault, right? So the product needs to be required. Repeatable, scalable. And then the biggest thing is if you do feel the crunch with your coaching program or with you even with your agency, this is where we'd add on a second offer. So like a one-to-one offer or a consulting offer in particular. Consulting offers are one-to-one offers on the back so that the first program can fill and the second program can have ascensions. A big part of your business is going to be about trying to get ascensions. And we have a 25% ascension rate and a 50% renewal rate that comes into our programs so that they know when they come in, they're going to get a good experience. It's going to be a good vibe. They're going to learn a ton, they're going to like it, they're going to enjoy it, all that kind of jazz. And at the end of all of that, then they're going to stick with us for a long period of time. Does that make sense? Because we give them a lot of renewals, retention, and so on. And you also just want to have a world whereby it makes sense. Like it makes sense for them to keep to stay. Because you think about it, if you're growing your business and you're hitting colder and colder leads, which you're going to need to do at some point, you're going to need to get people to scale, to renew. You're going to need to focus on LTV. You're going to need to understand the CAC. You're going to need to understand the LTV to CAC. You're going to need to understand these core, core business metrics so that you're able to get to the next level. And you need to sit down and actually learn this. And when you understand that people, product, process, you know where the issues are when you're trying to scale your business. Because you're now at this point of making 50K or 100K a month. It's a bit chaotic. You're trying to figure things out. You're trying to make sure that it's streamlined and systematized and process oriented so that you're able to actually get to the next level. So, how does this actually work? And how does this specifically work? What you need to do is understand where in the process right now are you falling down? Is it people, product, process? From there, how do we solve that issue? Going through this free course is going to be helpful, but what is the next step from there? And then from there, can you get talent to solve a people issue, a product issue, or a process issue? And then from all of this, then we go in and actually fit we actually go in and nail

Next Steps And Final Call To Action

Darren 3:19:51

this down. So this is our full entire free course on how to scale your online business. This is an end-to-end, step-by-step process. This is almost four hours of clean content that helps you scale your business. Now, if you want to actually be able to grow your business and you want to hit the next revenue milestone, book a call directly with our team down below. We'll walk through exactly how we can implement this process with you. You now have the information. Now you need implementation. We work directly with people over a six month period of time. We help them specifically scale to their revenue milestone. We want to figure out what your milestone is and we want to help you get there. I'll see you on the call. Chat to you soon.