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Copyright 2023 by Nikhil Sai

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 Funneling Secrets From elite-level copywriter to family man . . . . . . . . . . . . . . . . . . . . 105

From overworked bartender to beauty business CEO . . . . . . . . . . . . 11

Forward . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
From pre-med student to CEO of ClickFunnels . . . . . . . . . . . . . . . . 119
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
From eBay seller to making $30M by age 30 . . . . . . . . . . . . . . . . . . 123
From door-to-door alarm system
salesman to 8-figure business owner . . . . . . . . . . . . . . . . . . . . . . . . . .17 From YouTuber to the go-to YouTube ad authority . . . . . . . . . . . . . . 129

From high school dropout to record-breaking funnel hacker . . . . . . . 25 From being homeless three times to making $1M in a day . . . . . . . 135

From high-performing employee to From child laborer to 8-figure business coach . . . . . . . . . . . . . . . . . 141
award-winning marketing agency owner . . . . . . . . . . . . . . . . . . . . . . 33
From podcast listener to top podcast host . . . . . . . . . . . . . . . . . . . . . 147
From panhandling kid to real estate mogul . . . . . . . . . . . . . . . . . . . . 41
From bootcamp dropout to world famous investor . . . . . . . . . . . . . . 153
From second generation Cuban immigrant to
selling her first multi-million dollar company at age 21 . . . . . . . . . . . 49 From trash man to cash man . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159

From top 1% realtor to top business coach . . . . . . . . . . . . . . . . . . . . . 55 From dead-end job to running a fast-growing unicorn company . . . 167

From zero to a thousand clients without spending a dime on ads . . . . 61 From growing up broke to Amazon millionaire . . . . . . . . . . . . . . . . 173

From getting fired from his job to founding From unfulfilled corporate worker to agency coach . . . . . . . . . . . . . 181
the #9 fastest growing company in America . . . . . . . . . . . . . . . . . . . 67
From West African immigrant to becoming
From broke pizza boy to sales and marketing leader . . . . . . . . . . . . . 73 a beacon of hope for his people . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187

From energy drink MLM member to From marketing rookie to agency avenger . . . . . . . . . . . . . . . . . . . . 193
acquiring more than 75 rental units in a year . . . . . . . . . . . . . . . . . . . 79
From military personnel to founding more than 30 startups . . . . . . 199
From heavy metal graphic designer to filmmaker mentor . . . . . . . . . 93
From broke musician in his 30’s to successful entrepreneur . . . . . . . 205
From years of tinkering to explosive success . . . . . . . . . . . . . . . . . . . 99
In conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 211
 The $100M Playbook
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213

Attract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 215

Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233

Close . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 237

Deliver . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 244

Expand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247
 FORWARD
I was already an award-winning, multiple 8-figure entrepreneur when
I first met Nikhil. We had a 30 minute appointment booked online, and
we hit it off. The call ended up being 4 hours long.
It’s not often I come across a guy like Nikhil. Like me, he’s passionate
about helping people and making a difference in the world. So,
naturally, we hit it off. We stayed in contact after that, and soon we
started floating the idea that maybe we should work together. And
when we did, we scaled past a million dollars quick. We have grown
our companies to the stage where we’re making $500M across our
companies, and Nik was one of the key marketing minds behind this.
I’m so happy I worked with him that I’m actually including him in an
upcoming book of my own.
Funneling Secrets is a book Nik put together with the intent of helping
people as much as possible, and I know that Nikhil always gives 100%
to everything he does. This is someone who grew up in the heart of a
third-world country and was still able to make two 7-figure companies
in 24 months by the age of 21. So there really is no excuse for you
either! This book contains everything you need.
The way to learn quickly is to talk to people who have already
walked the path you want to walk on. This is exactly what Nik did by
interviewing these funnel hackers, and now you have access to the
most valuable lessons he learned from them.
So take advantage of this and you can easily grow just as quickly as
Nik did. There’s no reason you can’t accomplish what he did, what I
did, and more.

—L aw Payne INTRODUCTION
I grew up in India. That means it’s not uncommon for a family of 4
to make $300/mo living in a 10x10 ft house. And that’s exactly the
situation I was in myself. I was constantly in survival mode, trying
everything I could possibly think of to get out of it. Here’s a small list
of things I tried:
» Farming for $0.80/day to save up for an mp3 player
» Hosting parties and making a margin
» Making less than $100/mo doing data entry
» Building codeless apps (I almost got $400 from this, but my ad
account was shut down)
» Starting a YouTube channel (I didn’t have any equipment)
» I got into MLM for a while too, believe it or not (bad idea)
» Doing gaming streams for 8–10 hours/day (another bad idea)
 » I eventually aimed for the top government job in India, as an IAS,
doing a ton of research, doing everything I can to get it. But once I
realized what their income and lifestyle was, I turned back.
I got to a point where I didn’t know what to do. I had tried everything,
but nothing was really bringing me the lifestyle that I wanted. But
that’s when I saw my classmate reading a book called “Rich Dad, Poor
Dad.” I asked him what the book was about, and he told me it was all
about entrepreneurship. I thought it might be useful, so I got a copy of
the book myself.
Halfway through the book, I felt like I was waking up from a dream.
Everything that I’d ever been taught until I read that book was revealed
to be a lie. As it turns out, anyone who struggles financially just isn’t
aware of their potential. Anyone can just get a skill and start a real
business. And so could I.
And that’s when everything changed. Once I finished the book, I
approached my classmate and told him we should open a juice shop
together. But we struggled. As it turns out, a juice shop isn’t the most
lucrative business model. After wondering why the juice shop wasn’t
bringing me the prosperity I was looking for, I did some research. I
found out that even if we had the most successful juice shop in the city,
I still wouldn’t be making much!
I moved on to Plan B. I immediately did intensive research on the best
business models I could start from scratch. If you’ve gone through
this experience yourself, you’ll know that everyone online will try to
sell you something. I learned about every online business model from
dropshipping to affiliate marketing. Eventually, I found my online
mentor, Noyam Ben, who would teach me about affiliate marketing.
It was a few hundred bucks to get into his program, which was
everything in my bank account.
Now was the time to execute like crazy. I didn’t even do everything
Noyam told me to do in the course. The only channel I used was
Instagram DMs. I was DMing people with every spare second I had
with 60 different Instagram accounts on my phone. I posted 6–8
times a day on all of the accounts. And to make this work, I had 15
different Instagram duplicated apps on my phone. I did so well that I
used to rank on the keto whenever anyone searched it up. I made a few
thousand dollars by doing this. The future was starting to look very
bright.
It was time to level up. I was going to scale it all up with advertising
and finally reach my goals. But when I tried to do that, my ad account
got banned. So instead of spending my money on ads, I gave my
money to my parents so they could clear their debts.
I felt like I was back at square one yet again. So I went to Noyam and
asked him how I could make more money. That’s when he taught me
about funnels.
I did some cursory research and tried building one for my affiliate
page. My website ended up converting from just 1% to 18% right away.
By barely doing anything, I was making 18x more money overnight.
I immediately went into the Clickfunnels Facebook group and shared
the news, and I started getting clients. I was so excited about this that I
put as much money as I could into my ads…
…and ended up losing $350. And yes, for me, this was a lot. So I had
no choice but to stop what I was doing.
But I could see the potential that funnels had. So I went to work for
a funnels agency that I knew in February of 2020. Since they needed
me to be able to speak English, I downloaded a language-learning app
and spent 6–8 hours of my time every day on the roof of the building
learning it. And after about two months with them, I decided I would
try making funnels by myself.
Then it happened.
After just two days of trying, I made my first client. $100 USD. And
in just 21 days, that $100 turned into $3000. By July, I was making
$20k/mo.
I realized quickly that creating funnels really was the way to go. But
I needed to learn more. I didn’t want to lose anymore money, I didn’t
want to go into a bad business model, and I didn’t want to have any
surprises. The only key to making sure that wasn’t going to happen
was to learn as much as possible from people who had succeeded
before me. I just didn’t know how to do that.
It suddenly struck me that out of the 250,000 people in the
ClickFunnels Facebook group, only about 700 of them were able to
make more than a million dollars with funnels and become 2 Comma
Club Award winners. Less than 1% of them were able to “make it.”
Therefore, anyone who was able to make it into the 2 Comma Club
was a very special group of people.
I decided that I needed to get their help. So I reached out to as many of
them as I could in their DMs saying “Can you help me?”
That didn’t work. I kept on getting left on read.
So to get them to reply, I told them that I was running an exclusive
podcast that only allowed 2 Comma Club Award winners on, and that I
was giving them the opportunity to be a guest.
It worked. People responded, happy to come on. And through this
podcast, I was able to learn everything I needed to know about
building funnels. Soon, I became one of them. And through reading
this book, you’ll get access to everything I wanted to know to build my
own funnels business.
As I learned more, the revenue in my business continued to rise. The
year after, in 2021, I bought my parents a house. The year after that, in
2022, I had built a 7-figure business 2 years after I began my podcast.
The publishing of this book is in early 2023, and we’re continuing
to improve. We won’t stop until we become the biggest marketing
company in the world. And I owe it all to learning the right things
from the right people.
There is no shortage of cookie-cutter business books out there who
claim to show you the “quick, magic fix” to making it in business. I
have nothing against these books. I’ve read many of them myself and
have gotten a lot of benefit from them.
But, as you may have thought, there is always more to business than
just one man’s opinion, whether it be that of Elon Musk, Jack Welch,
or anyone else. We all have different styles of working. We all have
different motivations. We all have different goals.
My motivation with this book is to make something that’s still
digestable for anyone to read, but has the nuance of different opinions.
This book has the perspectives of 30 different 2 Comma Club Award
winners who you can learn from.
You don’t need an MBA to make it in business. But you do need
mentors. You do need people who walked the path on their own to turn
back and tell you where all the shortcuts and traps are.
So as you read this book, it’s your job to figure out for yourself what
you need to do.
This book is full of exercises, quotes, tips, and life advice from 2
Comma Club Award winners. You really don’t need to do all of them.
But you will be doing yourself a favor by flipping through these pages
and finding someone who truly resonates with what you want to be
doing in your life and your business.
That’s why I’ve titled the chapters the way they’re titled. I don’t say
the name of each successful entrepreneur. I tell you their story instead.
If it’s a story that resonates with you, read the chapter, take notes,
and do the action items at the end. Watch the whole interview if you
really want to know everything about them. You can do that by either
Goolgin their name, of course, or by scanning the QR code at the
beginning of each chapter.
Even though you should just look for the people who align with what
you want to do, every entrepreneur in this book is wildly successful
and has a ton of great insights to offer you.
As a note, I am not taking any affiliate commissions or anything
else like that from any of these people. I put this book ouot because
learning can make you a million dollar business owner. This isn’t some
rah-rah self-help idea. It’s a fact. I never would have grown up in India
with no connections, no money, and no opportunities falling into my
lap and grow to become a 7-figure business owner at the age of 21 if I
didn’t learn as much as I possibly could from other people.
As a bonus, I added The $100M Playbook at the end of this book,
featuring the ABCDE Method. The ABCDE Method is a powerful tool
that can help anyone improve their business processes. ABCDE stands
for Attract, Book, Close, Deliver, and Expand. As you read through
the chapters of this book, you’ll find that many of the successful
entrepreneurs featured in this book have used this framework to
achieve their own success. By paying attention to how they have
implemented each step of the process, you can gain valuable insights
into how you can improve your own ABCDE process.
Remember, the goal of this book is not to provide you with a one-size-
fits-all solution to business success. Instead, it’s designed to give you
a range of perspectives and insights from successful entrepreneurs so
that you can find what works best for you. Use the ABCDE framework
as a guide and adapt it to fit your own unique goals and circumstances.
With hard work, determination, and the insights provided in this book,
you can achieve the success you’ve always dreamed of.
If you want to learn more about me, feel free to check out
funnelingmedia.com.

—Nik S ai
 FROM DOOR-TO-DOOR ALARM
SYSTEM SALESMAN TO 8-FIGURE
BUSINESS OWNER
Read the story of Lester Gray if you’ve lost everything.

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Click the code above!
 18
Selling Salvation
In 2005, Lester started as a missionary for the LDS church and spent
years going door to door, “selling people on Jesus.” While he had
his difficulties, he learned how to communicate with people and,
more importantly, let rejection roll off his shoulders. So naturally, he
migrated from missionary work to being a door-to-door alarm system
salesman. Then, in 2013, 2 Comma Club Award Winner and founder of
Soul Gen Power, Chris Lee, got him into the solar industry and moved
to San Diego, California. After tiring of going house to house selling
solar systems, Lester decided to start his own solar company with
nothing but a credit card with a $15,000 limit. He built it into a multi-
million-dollar company, making $25,000-$100,000 per week.
Things Fall Apart
He almost lost his wife and children, the company went bankrupt, and
Lester ended up going 2 million dollars into debt, partly due to a bad
cryptocurrency investment.
“Imagine this. One morning, I woke up to my wife screaming,
‘Where did all our money go in our bank account.’ She showed
me our bank account, and I still have a snapshot of it... Our bank
account was 13 million negative.”
With children to feed, Lester knew he had to do something to provide
for his family. So he took the name of the cryptocurrency on which he
lost $50,000, Tron, and named his new solar company after it.
“Chase the vision, not the money, the money will end up following
you.” — Tony Hsieh
19
Picking Up the Pieces
After being told by a friend who owned a company worth hundreds
of millions of dollars that his money market was Chicago, Illinois,
Lester bought a ticket, determined to network and make connections.
So he enlisted two people to come and live with him, and together they
knocked on doors selling deals from sunup to sundown.
Skyrocket to Success
Tron Solar managed to make 10 million in its first year. What made the
difference? Lester learned from his past mistakes. Rather than paying
himself upfront, he reinvested into his business. He sold his house and
everything else that he had to be able to fund Tron Solar; he went a
year and a half without taking a cent out of the company.
“I did go a year and a half without paying myself anything [...] So
many business owners want to pay themselves so much money too
fast. It’s like a huge weight the company has to carry…”
From those humble roots, they built Tron Solar into a company on
track to make $24 million in revenue this year.
Discovering ClickFunnels
Lester also realized that no salesperson in Chicago wants to knock
on doors in the dead of winter. That’s when he studied what other
companies were doing and discovered something that would change
his life and business forever: ClickFunnels. He put up ads and quickly
started generating 50 leads a day! He did this all without being tech-
savvy at all.
“Associate yourself with people of good quality, for it is better to be
alone than in bad company” —Booker T. Washington
 20
Why Lester Likes the Solar Industry
Lester purposely chose this industry as it provides a product everyone
needs. He wants to be the “Netflix” of his industry—a disruptor.
Because the manufacturing and installation costs for solar energy have
decreased, he can power a family’s home for less than it would cost
them to stay with their utility company.
The Secret to Tron Solar’s Growth
Lester started a nonprofit complete with a community Facebook page
where Tron Solar gives information to the public about solar energy
and renewable technology. He posts his ads for Tron Solar on the
nonprofit’s platform. This way, the customer receives value long before
they’re sold something. Then they feel more comfortable giving away
their information because of the free information they’ve received.
“What we’re really doing is we’re hiding the salesman. So what we
do is we have an informative community that we put out there [...]
and they feel like it’s a little bit safer to put your information in when
it’s just a community page...”
The Art of the Tweak
Lester found that you can’t just put an ad into the world and expect to
rake in millions of dollars. Instead, you have to maintain and tweak
it for peak efficiency constantly. His team mastered the ability to tell
if an ad needs to be refreshed by changing the photo, the copy, or the
audience targeting.
“The only thing worse than starting something and failing… is not
starting something.” —Seth Godin
21
Pay People to Teach You
Lester constantly pays people to help him level up and gain new skill
sets. He finds coaches or teachers who specialize in whatever he needs
to learn in order to grow. He’s willing to pay $10,000, $20,000, or even
$50,000 to get outsized returns.
“I find people that are smarter than me that I can pay to consult
and teach me how to level up, and I do that for everyone in our
organization. So we constantly invest in our people to level up…”
Lester’s Future Expansion
Lester plans on growing Tron Solar into a billion-dollar company
by moving into the commercial space. Whereas with residential
properties, you have to have a large staff to expand nationwide, in the
commercial space, you can have a smaller team and grow a company
with less stress. He’s also bought a roofing company and a restoration
company which won a 2CC Award in 20XX. He thinks about what
else his customers naturally need and expands there. He eventually
plans on building energy-efficient and energy-independent homes from
scratch.
People are Your Most
Important Asset
While Lester has software, CRMs, and other tools to help Tron Solar
operate smoothly, he’s adamant that a business’s biggest asset is people.
Therefore, he focuses on the leaders, knowing that improvements at the
top will trickle down. Yet, he’s very aware of the limitations of his skill
set, which is why he’s always learning from other mentors. However,
he is good at teaching and takes what he’s learned from others and
“The way to get started is to quit talking and begin doing.” —Walt
Disney
 22
passes it down to his leadership.
1 Out Of 10
Lester always tries to provide the most value to his customers by
getting glass to the roof as fast as possible with the highest quality.
His goal is to complete the installation within one day of making
the sale—something unheard of in his industry. Rather than patting
himself on the back and calling his business a 10/10, he thinks of his
business as a 1/10 to motivate him to improve every day.
“I always say that we are all 1/10. It doesn’t matter what level we hit.
It might be a billion-dollar company with the best process, highest
service, we’re a 1/10, and that always leaves a lot of opportunity for
growth.”
“You’re Selling Yourself”
Lester thinks the ability to sell is essential, but as an entrepreneur,
you’re not necessarily selling a product; you’re selling yourself and
your vision. When rebuilding his company, he had to convince people
to start working for him for free—not an easy ask. But they bought
into the direction he planned to take them, and as they got some early
wins, it gave them the confidence to stick around.
Lester’s 6 Areas of Improvement
Lester’s goal is to improve daily, even by 1%. He wants to be the very
best version of himself. Every day he wants to increase:
» Spiritually: He connects with God every morning
“Success is not what you have, but who you are.” —Bo Bennet
23
» Mentally: He studies books
» Emotionally: He does his morning routine to feel centered
» Relationally: He chooses one person every day to invest in
» Physically: He does a workout with his wife every day at 4 am
» Financially: He creates something every day
The Importance of Emotional Intelligence
If Lester could go back in time, he’d tell himself to focus on emotional
intelligence. He believes it’s one of the best characteristics a leader
can have. It consists of self-awareness, self-regulation, and empathy.
Emotional intelligence is a powerful characteristic that will cause your
team to be loyal to you and your vision.
“You have the ability to motivate others and yourself, social skills...
you have the ability to speak with other people. Social skills is one
thing that a business owner really needs to have…”
Check out Tron.Solar here!
ACTION ITEMS
» What foundations are you missing in your business?
“Happiness is the key to success. If you love what you are doing, you
will be successful.” —Albert Schweitzer
 24

» In which ways are you paying yourself when you should be

reinvesting into the business?

» Name one way you can improve yourself every day

FROM HIGH SCHOOL DROPOUT

TO RECORD-BREAKING FUNNEL
HACKER
Read Jeff Banek’s story if you know the education system isn’t for you.

Want to watch the interview for yourself?

Click the code above!

“You don’t learn to walk by following rules. You learn by doing and
falling over.” —Richard Branson
 26
“Every minute I was sitting in class, I was
like, I could be growing online.”
Back in those days, the term ‘entrepreneur’ was almost non-existent.
Jeffery was just hustling to get by. As a kid, he started selling Cutco
knives. “I’ve always been trying to figure out my own path.” He did
terribly in school, dropping out in high school. Jeffery took some
college classes but quickly learned that it was not his thing, especially
after he started making money online. “Every minute I was sitting in
class, I was like, I could be growing online.”
“You have to have the mindset shift to believe in yourself because if
you don’t believe in yourself, no one else will.”
Origin Story of The Funnel Doctor
Jeff was in fitness for 18 years. He was running gyms; he was a
personal trainer and was always inclined towards the fitness side. He
was learning sales and systems from another fitness professional, and
that’s how he was introduced to DotCom Secrets. Jeff just wanted to be
a FunnelHacker.
“Don’t wait for perfection because if you do, it will never come, and
you will never reach your success.”
The Book That Changed Jeff’s Life
Jeff struggled hard on the fitness side, offering gym visitors’
memberships and personal training. He was learning sales and, at the
same time, was trying to master the art of closing people. Jeff’s story
gets exciting after meeting Bedros Keuilian.
“The function of leadership is to produce more leaders, not more
followers.” —Ralph Nader
27
“Bedros Keuilian was my mentor. One day he holds up this book
written by some random dude and says to me, ‘Do it,’ and I read it.”
That book was DotCom Secrets by Russell Brunson. It inspired Jeff to
learn more and start using the ClickFunnels Facebook group.
Then, one day, Jeff’s wife, who had always supported him, suddenly
lost her job. They went from living paycheck to paycheck to no
check at all. Then it got worse. He had to pawn his wife’s ring at one
point just to be able to pay the rent. Meanwhile, Jeff was posting in
the ClickFunnels group from the morning till night and purchased
everything Russell put out for six months straight. During this time, he
even got a ClickFunnels tattoo!
But Jeff had maxed out all of his credit cards, rent was due, and he
didn’t know what to do. Then one day, someone named Kevin David
posted in the ClickFunnels group that he wanted help with his funnels.
Out of all the quick replies that came along, Jeff stood out. Kevin paid
Jeff $6,000 for building out all the infrastructure. This ended up being
the exact funnel that broke the ClickFunnels record for going past aa
million dollars in the fastest time ever. This funnel hit the $1,200,000
mark in just 57 days.
This incredible achievement is what led Jeff to going to a conference
sitting with Russell Brunson, watching GaryVee on stage. And when
Jeff looked across the room, there was Bedros Keuilian, the man who
started it all!
The 80/20 Rule
Jeff’s eagle-eye view says the problem is that people get caught up in
the “features” of what they’re selling, not what their product or service
does for their customers. Because of that, the customer’s journey
“Choose a job that you like, and you will never have to work a day in
your life” —Confucius
 28
deteriorates. There’s no emotional attachment. Jeff thinks 80% of all
sales are emotion-based and 20% are logical. So, you’ve got to know
and solve those pain points. Think about where they are now, what
state they’re in, and what state they want to be in once they’ve used
your service or product.
“The only difference between you and those who don’t succeed is
they give up!”
“Your Funnel Should Have
One Focused Purpose.”
Jeff wants us to realize that a funnel should have one focused purpose.
That purpose is to either get leads or make sales. But people will want
to make it multifaceted by throwing in YouTube links, Facebook links,
etc. If you do this, it becomes a website rather than a funnel.
Myths Busted
According to Jeff, the #1 problem is that people get caught up in the
idea of funnels. They want to hit a million dollars when they have yet
to hit ten thousand. With ClickFunnels, you can ask your leads for
an email or a phone number. On the one hand, this is good. You are
collecting leads, after all. But, on the other hand, that doesn’t really
make sense if you redirect them to social media networks.
“First, let’s hit that 10K. Let’s get some money in your pocket so you
can afford stuff because here’s the deal too, when you’re worried
about paying rent, it’s hard to change the world!”
“Don’t be afraid to assert yourself, have confidence in your abilities
and don’t let the bastards get you down.” —Michael Bloomberg
29
Split Testing
“The first variation of your funnel is not the final variation because,
as marketers, we know that split testing is always the key to success.
We need to test different hooks, different offers, different stories,
different designs, different customer journeys, different stories,
and all that kind of stuff. A funnel is just a tool. If you do not have
good skills, good product, good offer, funnels will do you no good. A
funnel is just a tool. You have to have the skills to back it 100%.”
Jeff’s Enchanted Reverse Ladder
Jeff takes pride in teaching the “Reverse Value Ladder.” He defines it
as taking whatever your gift or skill is and starting high ticket. After
all, coaching is just a high-level version of a course. So why not start
high level and charge $3,000 for coaching? If you sell 10 of them,
you just got $30,000 in your pocket. Plus, now you have a coaching
program that you can use.
“Everything you learn to help these people on their journey to build
a course that’s going to be perfected ahead of time, so it’s a reverse
value ladder.”
The Idea Behind A Successful Funnel
Jeff clearly explains to his followers that one of the most common
things people get caught up in is the details, only later to realize details
don’t sell. Entrepreneurs need to recognize that people don’t buy based
on more information. They buy transformation. If you address your
customer’s concerns like, ‘What’s in it for me?’ and ‘What am I going
to get out of it?’, you’re not going to sell.
“High expectations are the key to everything.” —Sam Walton
 30
“80% percent of all sales are emotional, and 20% are logical.”
Secret Recipe for Creating a Successful
Funnel
Jeff clearly outlines the following recipe for creating a highly
successful funnel:
» Excellent headline: If it doesn’t catch their attention, you’ve lost
them.
» The Art of Storytelling: Your funnel needs to tell a story success
story; it needs to make sense and tie into who you are.
» Social Proof: You should have positive reviews, testimonials, and
case studies.
» Know Your Avatar: If you don’t know who you’re selling to, how
can you identify the pain points in them? How can you put your
marketing message in there to make the person buy your product?
The Master Has Spoken
Jeff leads by action and is the epitome of success and mentorship. He
wants everyone new to entrepreneurship or people starting a business
to:
» Avoid shiny opportunities
» Dig deep and stay focused on one thing
» Don’t give up until you succeed because if you quit before you
succeed, you’ll never know when your success would have come
“I never took a day off in my twenties. Not one.” —Bill Gates
31
“It’s like either I’m going to fail really hard or be successful. Find
something and go all-in and have a razor-sharp focus on it.”
Even The Doctor Made Some Mistakes.
Every Mistake Is a Lesson Learned!
Jeff blindly trusted his best friend and started a business partnership
without a contract or paperwork. Unfortunately, his best friend
couldn’t perform and backed off, which resulted in substantial business
losses.
“No matter how good a friend is, don’t trust them without
paperwork.”
Jeff’s best friend took advantage of their friendship. As a result, Jeff
had to deal with substandard work when creating his funnels. The
clients were super disappointed.
Jeff’s best friend stole money from him since there wasn’t any official
paperwork.
“Russell Brunson and Kevin David have been the most influential
people in my life. They are like a driving force of an engine that
drives the train.”
Jeff’s Recommended Books
» Ready, Fire, Aim by Michael Masterson
» Dotcom Secrets by Russell Brunson
“If hard work is the key to success, most people would rather pick the
lock.” —Claude McDonald
 32

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FROM HIGH-PERFORMING
EMPLOYEE TO AWARD-WINNING
MARKETING AGENCY OWNER
If you’re a high performer and you want to earn your freedom, read
Breynan Hammons’ story.

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“Winners never quit and quitters never win.” —Vince Lombardi

 34
Breynan’s Epic Journey
Breynan has 20 years of work experience. He used to play football
at the University of Las Vegas. Luckily, Brennan got an opportunity
to work for one of the largest media companies in Las Vegas selling
high-end magazines. He later went into digital marketing for a fortune
500 company selling digital products. By 2010 Breynan was one of
the top sales producers. Despite his success, he started his own agency
with a couple of other buddies.
How Breynan Entered the New Era
Breynan was always interested in the internet. He was initially a
computer science major in college. He then transferred to a “mixed
major” in computer science and business.
He had a couple of situations where he was in relationships where
the other person was out of state, or he was. That always bothered
Breynan, as somebody who likes to be in control of his life.
One of his most important goals was to work from anywhere in the
world and make money. All he needed was an internet connection and
a computer. If he could figure out the other half of that equation—how
to earn money—he would have so many opportunities available. His
passion for traveling was one of the things that drove his desire to get
into digital marketing.
Breynan’s Objectives in a Nutshell
» To work from anywhere in the world and make money
» Quit corporate America and never go back
» Travel to learn and travel to earn
“The best way to predict the future is to create it.” —Peter Drucker
35
Breynan’s Recommended Books
Breynan is an avid reader and enjoys listening to audiobooks. His top
picks are:
» The Ultimate Sales Machine by Chet Holmes
» Rocket Fuel by Gino Wickman and Mark C.
» E-Myth by Marco Gerber
» The Miracle Morning by Hal Elrod
“My phone is loaded with a variety of books belonging to different
industries.”
“Automate, Automate, Automate!”
Breynan thinks the biggest problem for most people is that they have
a limited amount of time that they can allocate to doing things. He
is a big fan of automation because he tries to implement systems and
processes within the business that help him eliminate reoccurring
tasks.
For him, automation is not a system or software; it is another person
executing that task anytime you need it to help you scale.
Heirloom Is The Key. Heirloom Should Be
The Vision!
Breynan’s vision is to pass down knowledge, information, experiences,
and lessons to the upcoming generations.
“Remain self-funded as long as possible.” —Garrett Camp
 36
“I want to empower the new generation to help them accelerate their
life and to get to a point where the new generation can learn at 22
what I learned at the age of 42.”
“Everyone Makes Mistakes.”
Over time, Breynan learned that if you’re going to build any company
or any system, you’re going to need a team. That’s because you’re not
skilled at everything you need to do to succeed in business.
“My first mistake was to do everything by myself.”
Breynan’s second mistake was to move forward in business without a
mentor. He recommends getting a mentor fast. Reach out to somebody
at that level where you want to succeed and ask them how they got
there.
His third mistake was not implementing automation faster. Automation
is a growth driver in any business.
“Mentors Can Do Wonders!”
Breynan’s most influential mentor was Body Mike, who is 12 years
older than him. He started his own business and advised Breynan that
his money should not go into purchasing stuff that makes him feel
good for a short time. Buying new cars and big houses will give a little
boost in terms of excitement. Then it just becomes a liability.
Breynan deeply admires Russell Brunson because he is a big part of
the ClickFunnels community. Breynan has also learned a lot from
Brad Martin at Six Division, Ollie Bilson, and Frank Kern.
“Your most unhappy customers are your greatest source of learning.”
—Bill Gates
37
“Never Going back To Corporate America!”
Breynan confidently highlights that his most significant achievement
is being in business for 10+ years and not being forced back into
corporate America. One of the goals on the horizon is the acquisition
of more companies.
Words of Wisdom
» “Find a mentor, understand automaton, and have goals.”
» “If you want to go fast, go alone. If you want to go far, go
together.”
» “Your active income should be passive.”
60-Year-Old Breynan’s Agenda
When Breynan is 60, he will be playing golf on numerous beach
courses and will travel around the world.
Breynan’s Main Inspiration For Success
Breynan is proud to consider his mother the most significant and
strongest inspiration of his life. His mother raised three kids all by
herself. Breynan has a lot of respect and admiration for all the mothers
out there who are trying to hold down the household and raise their
kids simultaneously.
His second inspiration is Michelle – his project manager. She’s what
Breynan calls “the quarterback that runs the team”. Such people are
very important for your success.
“Don’t worry about being successful but work toward being significant
and the success will naturally follow.” —Oprah Winfrey
 38 39

Tool: RevuKangaroo Follow Breynan on Twitter here!

RevuKangaroo is an online review management software that does
employee-based reviews. Breynan says it’s a fantastic tool that helps
people to engage with customer service, mainly in the service industry. ACTION ITEMS
» Find three ways you can automate your business and find the tools
you can use to do that. Write them below.
“Always Have a Razor Sharp Focus”
Breynan suggests that people usually only need a little information
to be successful. Consuming more info tends to do little more than
overwhelm them. And if you’re not implementing anything, you’re not
going to have any growth. So just focus on one business at a time. That
will scale over the long term and will give you more sales.

The Power of Connections

Here’s an aciton plan Breynan recommends if you want to make sales
on Facebook:
» Execute the Facebook group strategy on page 28. Contribute to
» Find a lot of Facebook groups that probably have the same audience these groups every single day for at least 30 days.
as you.
» Join those groups
» Answer people’s questions and contribute a lot to the community in
general
» After a couple of weeks, reach out to different people, team up with
them, and tell them about your product or solution
» Do Facebook Lives in the group, have a sales agreement, and split
the commissions with the people who you asked to help you
Breynan truly believes in the power of networking, enhancing
connections, and empowering your customers with the utmost value.

“A leader is one who knows the way, goes the way, and shows the “How you climb a mountain is more important than reaching the top.”
way.” —John C. Maxwell —Yvon Chouinard
FROM PANHANDLING KID TO REAL
ESTATE MOGUL
If you’re from a rough background, but you know you’re meant for
greatness, read Bill Crane’s story.

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 42
Humble Beginnings
Bill came from humble beginnings. He grew up poor, with a teenage
mother and an absent father. As a result, Bill had to contribute to the
household by bringing in money from a young age. That lead him to
go door-to-door selling candy, newspapers, and even steak knives to
make ends meet. One day Bill’s mother took him and his brother on a
one-way road trip, having enough money to take her sons to Florida
but not enough to get back.
Having no success panhandling at gas stations for money, she had
a young Bill sell pinecones to provide for them. This forced him to
master the art of the sale. While he resented this for years, it planted
the seeds to help him build a real estate empire.
Bill’s Ticket Out
Bill always knew real estate was his ticket out. Walking a mile to and
from school every day, he would see huge, beautiful homes his family
couldn’t afford to live in. He was determined to live in a house like
those one day.
Upon graduating high school, it quickly became apparent that Bill had
the entrepreneurial bug. He couldn’t stand working under someone
else. Though he learned a lot working for a construction company, the
lack of freedom wore on him, so he started branching out by doing side
projects for the company’s clientele. He eventually began making more
money from his side hustle than from his full-time job. His side hustle
was more fulfilling than his job too. So, at 19, he quit and never looked
back.
“When you cease to dream you cease to live.” —Malcolm Forbes
43
Be Strategic
Bill believes in being strategic about noticing the opportunities right
in front of your face and picking which opportunities to pursue. He
recommends making a spreadsheet. Column A contains all the skills
you have—everything you know how to do. Column B contains how
many people don’t know how to do those things (how big the market
is). Column C is how much those people would pay to learn that skill.
Pick something you’re at least pretty good at and with a sizeable
market willing to pay good money to learn it. He’s adamant about only
choosing a niche where you’re skilled.
“You can outwork your competition.”
The Real Estate Insider Movement
The movement started for realtors, but Bill realized it could benefit
everyone: investors, homeowners, or real estate professionals. It was
born out of his frustration with the National Association of Realtors.
The average realtor sells two houses a year and is therefore broke.
The industry has an 80% turnover every year. Bill was like every
other realtor when he started: assuming the job was easy money for
very little work. He got a rude awakening when he sold only four
houses in his first year because of the industry-wide lack of training.
Today, there’s the opposite problem, with “experts” who’ve taken one
course or watched a single Youtube video claiming they have all the
answers—a classic case of the blind leading the blind. Bill created the
Real Estate Insider Movement to combat that problem.
“A business that makes nothing but money is a poor business.”
—Henry Ford
 44
“Too Many People Throw Good Money At
Bad Messages”
Every dollar anyone makes will be from someone else’s wallet. That’s
why, according to Bill, the only way to advertise or market is to create
an opportunity to sell. Selling, he says, is an “experiential game.”
Some people struggle with their businesses because they use ads to
shield them from talking to people. But if you don’t speak to your
customers, you have no experience selling. Let alone closing! Your
selling ability should be the bedrock of your business. Bill encourages
salespeople to role-play with friends or colleagues to sharpen their
skills. The only way to truly master sales, however, is to do it over and
over again. He even says that those who are afraid of rejection should
first try to practice closing people who are hostile to develop a thick
skin. Then, once you have some skill, call the people you know to want
what you’re selling. It will be comparably much easier!
Tips For Closing High Ticket Sales
» Raise your prices—treat your product or service like a piece of fine
art
» Only sell to people who want what you have
Bill’s Productivity Tools
Bill has used platforms like ClickFunnels, Infusionsoft, and Salesforce,
but none of them were great at everything he needed to run his
business. So, he decided to create his own software, which he’s close to
revealing to the public. He recommends a platform for funnels, CRM,
and an automated communications hub. His software will encompass
all of these functions.
“When times are bad is when the real entrepreneurs emerge.”
—Robert Kiyosaki
45
Daily Routine
While some people are rigid about waking up at 4 am every day, Bill
emphasizes how vital rest is. The most important part is to own your
day, regardless of when you wake up. He starts his day by relaxing in
his hot tub, which clears his mind and gets him ready to tackle the day.
He always listens to his body, and he’ll do something else when he’s
not inspired to work.
“Don’t Let Anybody Tell You No.”
When asked what advice he would give his 20-year-old self when it
comes to business, Bill is big on pursuing what he wants regardless
of what other people say is possible. His rule of thumb is that when
everyone around him thinks he’s nuts, that is the golden opportunity he
should go after. He also cautions people not to listen to those without
business experience, such as friends and family.
Bill’s Greatest Achievement
Though he’s accomplished much materially in life, Bill considers his
most outstanding achievement to be his family. He’s been with his high
school sweetheart for 32 years and has kids and even a grandchild.
Everything he does is for them. Money is replaceable; family isn’t. So
all his efforts aim to leave a legacy for the next generation.
The Next Level
Recently, Bill decided he wanted to be a billionaire. His movement is
to create a thousand new millionaires because he believes a billion-
dollar network of exceptional individuals can change the world more
than a single billionaire. However, he also wants to go to space one day
“In the end, a vision without the ability to execute it is probably a
hallucination.” —Steve Case
 46 47

and desires the unlimited freedom that brings.

How many How badly people
Everything you’re
people are good would want to pay
“I think the one cool thing about money is the more you have, the good at
at those things you for that skill
more you make, the more they want to give you.”

Ex. Cleaning Ex. Maybe 50% Ex. Busy people

The Biggest Mistake of His Life of people would really want it
While he admits to having made many mistakes, his most significant
was when he was separated from his wife. His family life was falling
apart while he was trying to scale his real estate business. He was
getting three or four hours of sleep regularly for about a year, trying
to force everything to work. From his perspective, he didn’t think
his wife was being supportive as she wanted nothing to do with
entrepreneurship. He didn’t realize at the time that she wanted him, not
all the material things he was working to provide for her. He names his
separation as one of the biggest points of growth for him personally.
After a lot of soul-searching, he had to choose to adapt and mature,
and the lessons he learned helped him in sales and business as well. He
now knows how to help people in the way they need to be helped.

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You must outwork your competition. Write down one way you’re
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If you’re trying to figure out what business to start, fill up this chart to
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”Genius is 1% inspiration, and 99% perspiration.” —Thomas Edison “If you cannot do great things, do small things in a great way.”
—Napoleon Hill
FROM SECOND GENERATION CUBAN
IMMIGRANT TO SELLING HER FIRST
MULTI-MILLION DOLLAR COMPANY
AT AGE 21
If you’re a natural overachiever, read Alexa D’Agostino’s story.

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 50
Entrepreneur Since Birth
Alexa is a second-generation Cuban immigrant. Due to the lack of
opportunities in the US, her family is full of entrepreneurs, spurring
her to start her own little side hustles growing up. At 18, she started a
web and application development business.
While she loved her business, she realized as her company grew that
her passion was really for startups. So she sold her company in 2014
and went on to get her Ph.D. to teach and helped nonprofits and other
institutions restructure their sales and marketing teams. She’s mainly
done consulting and business coaching since then.
Why She Has So Many Degrees
Alexa is “obsessed” with higher education. While she doesn’t think
entrepreneurs need degrees, she considers an undergraduate degree
to be important for the soft skills you learn along the way, such as
communication, presentation skills, writing, and, most significantly,
collaboration.
“Do you need it to excel? Absolutely not. I’m just a big believer in it
and just kept going back because I kept gaining so much knowledge
out of every degree that I had.”
How Technology and Data Impact
Marketing
For her, coming from a programming background, data and systems
are a must. You need to learn how technology and data work to avoid
being confused and overwhelmed and not using these tools at all. Not
relying on data is a huge missed opportunity, as the customers tell you
“Success is not what you have, but who you are.” —Bo Bennet
51
precisely what they want to hear. Technology is essential because you
need to work on your business, not in your business. The only way to
do that is to automate your processes. These two elements need to be
leveraged more in most companies.
“At the end of the day, customers are leaving little hints everywhere
of what they’re looking for, and we have access to so much data
that you could really tailor your message and tailor your marketing,
leveraging technology to be able to do that.”
Top Major Marketing Mistake
Alexa says the #1 mistake she sees in marketing is not leveraging
personal brands. Elon Musk, for example, has ten times the followers
of Tesla due to his personal brand. She feels that every company needs
to build up the people within it and give them their own platforms to
push the enterprise forward. Only a scared CEO, she says, would be
hesitant about building the personal brands of their leaders.
How She Serves Big Brands
Alexa says the way you should approach any client depends on that
client; there’s no standard procedure. The most important piece when
it comes to serving her clients is the onboarding process, which she
considers to be just as important, if not more so, than the sale itself.
Making expectations clear, ensuring everyone has what they need, and
laying out the next steps is essential. So many projects fail because
expectations and procedures don’t get clarified. She built her past
organizations mostly through networking and referrals.
“It’s a snowball effect if you do it well, but you have to onboard that
“To win without risk is to triumph without glory.” —Corneille
 52
client appropriately to even have a good project to begin with.”
Her Experience Building and Exiting Five
Companies
The most important piece for her is having a goal in mind of where she
wants to be. When to sell is a precarious art, and she’s made mistakes
in the past, selling prematurely or waiting too long. Unfortunately, one
can only develop this skill through experience. The process is both
very stressful and simultaneously rewarding. She urges entrepreneurs
to stay humble throughout the process and build relationships.
“People always ask, ‘How did you do it?’ Relationships. That’s it.
Everything in my success has been relationships.”
On Whether Her Company Is Like Her
Child
Alexa does believe that entrepreneurship has a lot in common with
having children. A company needs nurturing and constant attention, so
the entrepreneurial life is only for the few. Part of the reason she sold
her first business to go into higher education was due to the exhaustion
and burnout that comes with being a CEO.
“…if you want to grow a company to 7, 8, 9 figures, you absolutely
have to treat it like a kid, like your baby.”
Alexa’s Productivity Tools
Alexa considers a CRM to be the most crucial tool in her arsenal. For
“Keep away from people who try to belittle your ambitions.”
—Mark Twain
53
that, she likes both Salesforce and Monday. A scheduling application
is also essential, such as Calendly or Liquidity. Many different tools
exist, but Alexa thinks ClickFunnels is critical to any business.
Technology to create groups should also be high on the priority list.
Daily Routine
Alexa believes it’s super important to have a set schedule. Otherwise,
it’s difficult for you to be as productive as possible throughout the day.
So she always makes sure she’s eating healthy and working out. Just as
important, however, is making sure you spend time with your family
and doing things you love.
“If you work 20 hours a day and you don’t actually have fun doing
other things, then you’re just going to hate entrepreneurship.”
Her Advice to Aspiring Young
Entrepreneurs
Alexa’s advice to those who want to start a business is to get a coach as
soon as possible.
Biggest Achievements and Future Goals
Getting her Ph.D. was a colossal accomplishment for Alexa and
what she’s most proud of to date. Her future goal is simply to make
an impact on the world. In addition, she’s very passionate about
mentoring. She mentors high school and college students, which is why
she initially jumped to coaching.
“There is only one success—to be able to spend your life in your own
way.” —Christopher Morley
 54

Biggest Mistake and Biggest Inspiration

Alex doesn’t like the term “mistake.” Instead, she calls them
challenges that you learn from. However, her biggest challenge was
understanding that her network was her net worth. She also didn’t
understand how vital leadership in her team was until later in life.
Alexa’s biggest inspiration is her 1-year-old daughter: “She lights me
up, and she’s the one that keeps me moving.”

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FROM TOP 1% REALTOR TO TOP
BUSINESS COACH
If you want to be unconvential and play the long game, read Krista
What are three steps you can take to advance your personal brand? Mashore’s story.

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“Choose a job that you like, and you will never have to work a day in
your life.” —Confucius
 56
Teacher to Real Estate Guru
Krista was a teacher for six years before getting into the real estate
industry in the early 2000s after her daughter was born. She sold 69
homes in her first year in real estate. In 2018, she transitioned into
business coaching and now helps local entrepreneurs dominate their
industry.
How She Stood Out From the Competition
The reason Krista has been so successful is that she does things
differently. When she entered the industry, she would observe and
analyze what other people were doing and then do the same thing
differently or dramatically better. For example, while other real estate
agents had one-page, black-and-white flyers, she had a 4-page colored
brochure with a CD attached. She was constantly trying to do things
differently from everyone else to stand out and get her competitive
edge.
The Best Way to Get Leads
Krista is adamant that the best way to get leads is to:
» Create as much video content as possible
» Distribute that content through different platforms
» Pay attention to what people click
She starts her relationship with potential leads by giving them a ton of
value long before she asks for their email.
Most people do the opposite and ask for information right away. People
aren’t as likely to comply with that request because they’re nervous and
don’t know who you are.
“The function of leadership is to produce more leaders, not more
followers.” —Ralph Nader
57
The Right Systems and Processes
Krista has developed her own CRM software, which includes
transaction management, lead generation, buyer workflows,
campaigns, and more. She mastered identifying her hot leads by
monitoring their prior actions and segmenting her content. However, as
Krista says,
“We don’t want leads. We want conversions.”
The Sales Explosion Strategy
In 2020, Krista closed 48 seller transactions with this strategy:
» She starts with creating content designed to solve a problem in the
market at the moment
» Then, she produces videos for a specific city
» She then retargets those people with more content, like home
analysis
» Once she gets a home analysis request, she drops off materials like
her book, a CMA, and a marketing plan
» She then sends a video explaining the materials and how to use
them
» Then she emails a digital copy of the book and marketing plan and
sends a 17-minute-long pre-listing presentation
Most people would be unwilling to write a book, print it, and give
away 22,000 copies for free. Still, Krista plays the long game, knowing
that if she got one commission, she would make double what it costs to
print the books.
“The most valuable thing you can make is a mistake—you can’t learn
anything from being perfect.” —Adam Osborne
 58
“Win Before You Arrive”
Krista learned this golden nugget early on and has let it drive her
decisions ever since. First, you have to develop people’s trust. That
way, by the time they’re on the phone with you, they’ve already made
up their mind. That’s why everything an entrepreneur puts out on the
internet represents how they do business.
Krista’s Perfect Follow-Up Tactic
Send testimonial videos and marketing examples through
email and Facebook retargeting after a prospect requests
a home evaluation. In the meantime, send them valuable
videos on the real estate market, market updates, and
other similar content.
Krista’s Productivity Tools
Krista has six $1M funnels and is a big advocate of ClickFunnels for
that purpose. She also uses a great CRM that regularly sends value-
driven emails to people. That works with promotion if a live event or
challenge is going on.
Daily Routine
Krista is well-known in the Inner Circle of ClickFunnels as someone
who excels at implementation. She begins her morning by visualizing
herself succeeding before spending some time focusing on gratitude
and thankfulness. Next, she writes down six things she’s going to
get done and locks them in with times. Then she spends six hours on
her action items and an additional 4 to troubleshoot things that crop
up during the day. At the end of the evening, she celebrates all the
day’s successes, plans out the following day, and reads her manifesto.
Finally, she tries to do one random act of kindness every day.
“Formal education will make you a living; self-education will make
you a fortune.” —Jim Rohn
59
Her Advice to Her Younger Self
Krista would encourage her younger self and anyone starting a
business right now to believe anything is possible. She always thought
she would do well in life but wishes she wouldn’t have doubted herself
so much. She also would caution herself to be less of a workaholic in
the beginning.
“I wish I had been more present [...] and enjoyed the journey of
where I was at more.”
Biggest Achievement and Future Goals
Krista loves helping people, and she’s been proud to see her coaching
clients grow monetarily, personally, and professionally under her
guidance. She’s made several millionaires herself. Financially, her
most significant accomplishment was doing over $15 million in under
3.5 years—incredible for a woman who originated making $60,000 a
year (with a Master’s degree) as a teacher. She’s very aware, however,
that it was the 20 years of work in the real estate industry that got her
to where she is today. The only way to get where she’s at, she says, is
to never give up.
Her Biggest Mistake
Her biggest mistake was not realizing sooner that she needed to
be just as good of a leader inside her company as outside of it. She
says she focused too much on things that weren’t working well, and
when the pandemic hit, it became clear that she needed to change her
management style.
“When you cease to dream you cease to live.” —Malcolm Forbes
 60

Her Biggest Inspiration

Krista’s mentor is Russel Brunson, the CEO of ClickFunnels. She first
met him on a webinar and immediately joined his Inner Circle. She
also named Jen Sincero, Tony Robbins, and Mel Robbins as influences.

Recommended Books
» All of Russell Brunson’s books
» Psycho Cybernetics by Dr. Maxwell Maltz
» Millionaire Success Habits by Dean Graziosi

Click here to follow Krista Mashore on Instagram!

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them?
If you want to be a philanthropist or build a dedicated audience, read
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“What is not started will never get finished”

—Johann Wolfgang von Goethe
 62
From Rock Bottom to Rockstar
Mark’s entrepreneurial journey started when he hit rock bottom. He
lost his wife, his job, and any sense of hope for the future. Attempting
to take his own life spurred a realization of just how precious life is.
That’s when he had a crazy idea of leasing a 200-acre island in Fiji. He
built a website and invited people from around the world to become a
part of this “tribe.”
Six months later, his enterprise was featured all over the country in
over 200 media outlets like Good Morning America, The Today Show,
and The New York Times. The entire project was filmed and became a
5-part primetime television show in the UK, America, and Australia.
The Most Important Part of Building a
Tribe
A tribe is essential, Mark says, because it gives you a permanent lead
generation stream of people who want to buy your product. In addition,
building an audience helps you position yourself as an authority and
thus shortcuts the decision-making process, which makes leads and
sales even more effortless.
“Last year, I shared a virtual stage with Tony Robbins and had 200
people of Tony Robbin’s audience become my clients overnight...”
Building and Scaling a Tribe
Mark warns that creating an audience from scratch is difficult, and
entrepreneurs must have a long-term mindset. The biggest mistake
entrepreneurs make is that they believe social media platforms are
the triumph in and of themselves. The social media platform is the
“Act as if what you do makes a difference. It does.” —William James
63
vehicle for the tribe, but not the tribe itself. Here are some of his “Tribe
Building Principles”:
» Have an “unstoppable dream;” people want to be a part of
something greater than themselves
» Understand the audience’s pain point
» Create a roadmap—know what journey you want to take your tribe
on
How to Build Excitement
The goal is to create a pipeline of people who love what you do and
turn them into brand advocates. Part of building anticipation and
excitement in your tribe is leaning into your “unstoppable dream.”
The other part is being authentic. People recognize authenticity when
they see it, and it will make them feel comfortable being their genuine
selves too. It’s not so much about hype, Mark says, but about the depth
of the relationship.
“Authenticity breeds authenticity.”
How to Create a Great Offer and Position
Yourself as an Authority
To do this, it’s essential to get to know your audience. Mark spent
months laboring over his first course, only to launch it and get crickets
because he needed an audience. So he started by building a Facebook
group, ensuring value and understanding their needs. He found that
people would contact him asking him to become their coach just
because they liked his content.
“Work like there is someone working 24 hours a day to take it away
from you.” —Mark Cuban
 64
“Remember: the audience is key.”
Best Way to Monetize Your Audience
Mark is a fan of experiential lead generation, such as a challenge. That
leads to a webinar, which leads to booking a call with Mark. Ebooks
and downloadable lead magnets often sit in inboxes unread.
You must give your audience an experience that:
» Gives them a result
» Gives them a sense of what it’s like working with you.
Mark’s Productivity Tools
Since he has a global team, Slack is a significant resource for
Mark. In addition, he uses WhatsApp to communicate with clients.
ClickFunnels is also excellent for building funnels, and he uses Active
Campaign for email marketing.
Daily Routine
Here are four things Mark does every day:
» Something that increases his knowledge, whether he’s listening to a
training or podcast or reading a book
» Exercise
» Doing something enjoyable that clears his mind
» Spending time with friends and family
“Act as if what you do makes a difference. It does.” —William James
65
Advice For His 20-Year-Old Self
When Mark had his suicide attempt, he had to face the reality that we
only live once. So he told himself to be ambitious, be creative, and
strive for his dreams. He subscribes to the philosophy, “Shoot for the
moon. Even if you fall, you’ll land amongst the stars.”
“I wish when I was younger that I’d taken more risks [...] Life’s an
opportunity for adventure, so allow yourself to take that adventure.”
His Biggest Achievement
Despite his social and financial success, Mark’s biggest
accomplishment is being comfortable and happy with who he is. He
spent many years trying to fit the mold other people were forcing him
into, which, of course, made him unhappy. Embracing who he is has
been his biggest game-changer.
His Biggest Mistake
Mark’s biggest mistake was not having confidence in his own abilities.
As a result, he made the mistake of hiring people who didn’t know
what they were doing. So even though, for example, Mark started out
hating sales, he realized he had to master it so he could have faith in
himself. Now he knows how to train his salespeople because he took
the time to master the skill.
Biggest Inspiration or Mentors
Mark’s family has been essential in helping him achieve his goals. He’s
always looked up to people like Tony Robbins, Gary Vaynerchuk, and
“Work like there is someone working 24 hours a day to take it away
from you.” —Mark Cuban
 66

Oprah Winfrey. However, the belief that he has unstoppable potential

and can achieve greatness is what keeps him going.

How He Manages His Teams

Mark is big on ensuring he doesn’t have to do everything and is,
therefore, a big believer in building solid teams. He’s less concerned
about how much success his potential hires have had up until now.
He’s more interested in how authentic and passionate they are about
learning.

Click here to follow Mark Bowness on Instagram!

FROM GETTING FIRED FROM

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HIS JOB TO FOUNDING THE #9
FASTEST GROWING COMPANY IN
AMERICA
If you’re absolutely crazy about helping others, read Law
How can you give your audience a free experience that:
Payne’s story.
» Gives them a result?

» Gives them a sense of what it’s like working with you?

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“Life isn’t finding shelter in the storm. It’s about learning to dance in
the rain.” ―Sherrilyn Kenyon
 68
Law’s Work Ethic
Law was raised by a single mother who regularly worked two to three
jobs. Watching her instilled a work ethic in Law, which eventually
lead him to succeed. As a first-generation college graduate, his mother
agreed to help him out with tuition, so long as he promised he would
be the man that changed things for their family. As a result, law ended
up with not one but two Bachelor’s degrees and an MBA.
The Odyssey Begins
Law’s entrepreneurial odyssey began when he got fired from his job
as a regional manager of gyms and fitness centers after asking for
a raise… Right after asking his future wife to marry him. His best
friend, a marketer, pushed him to consider taking what he was already
doing and putting it online. With his friend acting as a mentor, Law
learned the ins and outs of advertising and started coaching online
long before the market would become so saturated. He made seven
figures in his first year.
The Gamechanger
When ClickFunnels came out, Law and his friend knew they had to
jump on it. The software made everything so much easier than their
previous processes. And the education provided alongside the software
helped Law grow as an entrepreneur.
The Wind Under His Wings
Law has always surrounded himself with people who were action-
takers, which is a massive factor in how he’s flown so far from his
humble roots. Very few people make it out of his old neighborhood,
“It’s fine to celebrate success but it is more important to heed the
lessons of failure.” —Bill Gates
69
and Law knew if he stayed, he would have no chance of being
successful. So he promised his mom he would be the man to change
everything for their family, and he refused to let her down.
“I choose really good friends, who have a really good impact and
influences on me, because I believe your behavior can be impacted
by what you see on a day-to-day basis.”
How to Scale a Business
Law’s first question for people who approach him wanting to scale is,
“Why?”
9 times out of 10, those entrepreneurs have no idea what their “Why” is
or the KPIs they need to focus on. The ones who do and are genuinely
able to scale know their numbers and margins well. The other factor
is the quality of their team. You need people to do market research on
your avatar, good copywriters, and someone to design great offers.
Law says the #1 thing you need to get from where you are to where
you want to go is a mentor or coach.
“You have to know how much wiggle room you have to actually
invest and you need a solid team.”
Average vs. High-Ticket Sales Processes
Average sales processes are generally seamless—there isn’t much
friction involved. However, the advertising, retargeting, and copy
have to be different when you’re selling high-ticket items, as you’re
selling something at a price point that makes people uncomfortable.
When you’re selling high-ticket items, you must ensure you have sales
systems in place.
“It takes 20 years to build a reputation and five minutes to ruin it. If
you think about that, you’ll do things differently.” —Warren Buffett
 70
Best Way to Get Highly Qualified
Appointments
Law says that from his experience, you need to ensure your message
is laser-targeted for your customer avatar. You also should take your
clients through a pre-qualifying step that asks questions to ensure they
would be a good fit.
The 8-Figure Mindset
“The mindset of an 8-figure business owner is that they’re crazy.”
Most entrepreneurs at the 8-figure level have a lot of conviction and
have a strong “Why” that is the driving force behind everything they
do. They develop an obsession with helping people.
Law’s Productivity Tools
To manage teams, Law uses Asana and Slack. At this point in
his career, he’s mainly doing back-end tasks while his leadership
maintains his companies.
Advice to His 20-Year-Old Self
Law says getting a coach or someone to help you is very important.
Law wishes he had asked more people questions to learn and absorb
information.
“It’s the best thing you can do to get to the next level.”
“You don’t choose your passions; your passions choose you.”
—Jeff Bezos
71
His Biggest Mistake
Law says his biggest mistake has been lacking courage and refusing to
give up on people who need to be let go. Even firing under-performers
tends to be difficult for him since he feels like he’s letting people down
or hurting their feelings.
“You just need courage to fire people and do what bosses do.”
Biggest Achievement and Future Goals
Law’s biggest life achievement is being with his wife. She gave him
total clarity on what he wanted to do, and together they donated over
a million dollars to charity. His goal is to give back more than he’s
received.
Click here to follow Law Payne on Instagram!
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“I have not failed. I’ve just found 10,000 ways that won’t work.”
—Thomas Edison
FROM BROKE PIZZA BOY TO SALES
AND MARKETING LEADER
If you’re just plain tired of being broke, read Dan Henry’s story.

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 74
The Power Of Words
Dan spent seven years straight delivering pizza, making $400-$500 per
week. Three different girlfriends left him during that time because he
wasn’t going anywhere. He eventually had to sell water bottles to pay
for his electricity bill.
This all changed when he applied for a sales job to sell cookware.
When he arrived, his sales manager gave him a script that apparently
cost millions of dollars to create and told him to read it word by
word. He did what he was told and that very day, he made $1000 in
commissions. He increased his daily salary by more than 10x just by
using his words properly.
If You’re Poor, It’s Your F*cking Fault
Dan never read books when he was poor. It wasn’t until he realized he
could just read books that millionaires wrote that he started to make
progress. That’s why Dan is adamant that if you’re poor, it’s uyour fault
for not knowing what to do to get rich. There are books out there to
help you, you just need to go and read them. Podcasts are also a good
substitute for books if you don’t like to read.
Dan says that poor people always “unwind” after work, but that you
shouldn’t do that until you’re successful.
How To Speedread
Because Dan is such an advocate of books, he recommends
speedreading as a way to gain knowledge faster. Here is his basic
outline on how to speedread:
» Read a book as fast as you can without comprehending it as you
follow the words you’re looking at with a pen
“Logic will get you from A to B. Imagination will take you
everywhere.” —Albert Einstein
75
» Increase this speed over time
» Read it again while trying to comprehend it and you’ll understand
it faster
Should You Buy Coaching?
Dan says that it’s not a coaching program that will bring you to a high
level of success. If you want to make millions and millions of dollars,
you need to listen to this.
Every great salesperson does the following:
» They train daily
» They surround themselves with people better than them
That’s why he decided to train salespeople every single day as a
service instead of offering a simple coaching program.
“There’s no such thing as a shit lead. There’s no such thing. That
means you don’t know how to sell, and you don’t know how to follow
up [...] The leads aren’t shit, you’re shit.”
Biggest Misconceptions Salespeople Have
“You’re not selling the product, you’re selling yourself” is the biggest
misconception salespeople have. If you think like this, Dan says, you
don’t know anything about sales.
3 Things That Will Make Your Sales
Skyrocket
“Success is walking from failure to failure with no loss of
enthusiasm.” —Winston Churchill
 76
» Never make declarative statements. This means to never say “This
product will do X,” “You’re going to make $Y/month,” etc. Just ask
questions.
» Make the prospect do the math. Make them run the numbers and
see how much money they could lose by not buying your product.
» Make them tell you their pain. For example, if their motivation for
being on the call is to make money, you need to ask them why they
want to make money. And you need to only accept a real, personal
answer, otherwise the call is a waste of time. Maybe they want
to make money to save their marriage or because they feel like a
loser. Those are powerful reasons to buy your product, and it needs
to come from their mouth.
“If you live now, you’ll grind for the rest of your life. If you grind
now, you can live for the rest of your life.”
Give This To Your Sales Reps
There are only three possible reasons you aren’t make the sales you
want.
» Your offer is wrong
» Your messaging is wrong
» You don’t know how to sell
Most people don’t review their calls or keep track of their rejections.
What sets Dan apart fromt he rest is systematic improvement over
time. He’s always finding weak points in his process that he can
improve.
Here’s what’s on the EOD sales reports that Dan gets from his sales
“Only those who risk going too far can possibly find out
how far one can go.” —T.S. Eliot
77
team:
» Describe what happened on the call
» Describe the attitude of the customer
» Describe how they spoke about the offer
» What objections did they have?
» What are their beliefs? (This is important)
When the EOD reports are received, the marketing team reviews it and
immediately adjusts their marketing to match the custoimers’ attitudes.
If you never do this kind of process, you’ll never actually improve your
business.
“If you don’t have good things in your life, you don’t deserve them.”
“I Don’t Like Networking.”
Despite all of Dan’s connections in high places, for the most part,
he just wants to be left alone and not talk to anyone. The reason he
has these connections is because he’s added so much value to the
marketplace that high-level people reach out to him.
Dan’s Productivity Tools
All Dan uses for his personal productivity is a to-do list on a notepad.
He uses Slack and Voxer to communicate with his team.
“The only honest measure of your success is what you are
doing compared to your true potential.” —Paul J. Meyer
 Daily Routine

Dan wakes up in the morning, has a coffee, and gets to work.

He doesn’t do affirmations or rituals.

“Getting rich is easy. Getting out of your own way is hard.”

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TO ACQUIRING MORE THAN 75
» Create your own EOD report for either yourself or your sales team
based on Dan Henry’s reports. RENTAL UNITS IN A YEAR
If you want to be successful without becoming obsessed with money,
read Sam Kwak’s story.

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 80 81

From Broke to Businessman mentors that came into my life and really planted all the necessary
knowledge, wisdom and experience I needed to accomplish that.”
When Sam first graduated high school, he had no idea what he wanted
to do. He decided to join the military and worked for the Army for six
years while attending college. One day he was approached by someone
with a “business opportunity” for him selling MLM energy drinks.
Best Real-Estate Lead Gen Strategy
Here he developed some business skills and was put on the path to Sam and his brother’s ideal customers are real estate investors, and
entrepreneurship, despite the fact that his efforts selling the drinks had that particular market is very oversaturated. So, they transitioned from
earned him a mere $20. giving general real-estate investing advice to teaching investors one
skill: raising money. He qualifies leads by keeping his customer avatar
very specific and saying “no” to people who aren’t the right fit. He also
recommends leveraging the Google algorithm.
The Entrepreneurial Itch
It was doing this that he was introduced to Robert Koyaskaki’s book,
“Rich Dad, Poor Dad,” and learned about real estate investing. He
started reading and watching as much material on the subject as he
The 3-Step Framework to Acquiring 75+
could—books, blogs, Youtube videos, courses—as well as attending Rental Units in One Year
seminars. Meanwhile, he was getting deeper and deeper into debt, Sam teaches that there are four currencies in the world:
paying for all those resources. Along the way, he connected with
some incredible mentors who taught him what he needed to know to
succeed. As a result, he became an affiliate for a real estate course
while buying apartment buildings on the side.

The Breakthrough
In 2017, Sam broke $100,000 in revenue with his affiliate business and
bought over 75 rental properties. As a result, they found many people
contacting them, hoping to learn how to do the same. So the following
year, Sam and his brother decided to stop being affiliates and start their Here’s how Sam and his brother used these currencies to buy reaal
own company. By 2020, the Kwak brothers exceeded $1M in annual estate:
revenue purely with their courses.

“Thank God for all the knowledge and experience and people—the

“When you have a dream, you’ve got to grab it and never let go.” “Everything that’s broken was beautiful at one time. And our mistakes
—Carol Burnett make us better people.” —Jamie Hoang
 82 83

First, they traded money and time for knowledge. Lastlty, they used these relationships to team up and raise more money.

“A lot of times people hear me say this, and they say, ‘Sam, I don’t
Then they used their knowledge currency to buy relationships. want to invest my time in more knowledge.’ Well, boo-hoo, that’s not
the way it works.”

What the Other Guys Are Doing Wrong

Most people see the big shots like Grant Cardone and want to be
him. They let their eagerness get the better of them and try to raise
money without knowing how the game works. By the end, they’ve
lost all their money, and their reputation is ruined. To avoid that, Sam
emphasizes the importance of gaining knowledge and taking the time
to master your craft.

“So, the big thing is don’t burn trust, don’t burn relationships. Don’t
waste people’s money and time. Even if you do, restore and rectify
the relationship by at least paying back your investors.”

“We all can dance when we find music that we love.” —Giles Andreae If you fell down yesterday, stand up today.” —H.G. Wells
 84
How to Stand Out From the Competition
People tend to have unrealistic expectations of what they can
accomplish with their business in a short time. Sam isn’t very worried
about the competition because so many entrepreneurs will wash
out when they don’t make money instantly. This is the #1 success
destroyer. The way to win is to outlast your competition.
“It’s not whoever’s the smartest or whoever has the highest IQ—it’s
not any of that—it’s how well you can stick to one thing until you
succeed and not quit because you’re not seeing results right away.”
Sam’s Productivity Tools
» Trello: Great for team management and keeping up with projects
» Infusionsoft: For email marketing
» Mental minimalism: He deletes social media, cancels whatever
services he can cancel, and does less whenever possible to prevent
his bandwidth from being depleted
Sam’s Morning Ritual
Sam takes a 30-second cold shower first thing in the morning—he gets
himself focused and ready immediately. Then, he reads, reflects, and
prays to set the tone for the day and what he wants to accomplish.
Advice to His 20-Year-Old Self
“Stay focused and think big—think ten years ahead”
“The secret of getting ahead is getting started.” —Mark Twain
85
Sam says to use the next ten years to learn. Find a mentor that
resonates with you and model them. Gain experience, and even work
for free if you have to, at first. Don’t be obsessed with making money
or becoming a millionaire.
Life’s Biggest Achievement and Future
Goals
His biggest accomplishment was getting married and becoming
a father. His #1 goal is to be a good father. He doesn’t want to be
outrageously successful in a few years at the expense of his family. He
could walk away from his business, but not his wife and kids.
Sam’s Biggest Mistake
In his 20s, Sam focused on the short term, which caused some
setbacks. But he took those mistakes as learning moments and now is
always looking at the long-term timeline.
Main Inspiration
Sam’s inspiration isn’t a single person, but rather a philosophy his
successful mentors always followed: It’s not about making money.
Instead, it’s about impacting the world and providing value.
Follow Sam Kwak on Instagram!
“With the new day comes new strength and new thoughts.”
—Eleanor Roosevelt
 86

ACTION ITEMS
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» How will you leverage this currency to your advantage to buy your
next currency?

FROM AN IMPLODED E-COMMERCE

BUSINESS TO MAKING $1M IN 53 DAYS
If you’ve faced big setbacks in your business journey, read Jovan
Stojanovic’s story.

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“What you do today can improve all your tomorrows.”

—Ralph Marston
 88
Jovan’s First Cycle
Jovan first got into e-commerce in 2016 and decided to drop out of
school to pursue it. He flew to Thailand, where he met his mentor.
After three months of work with nothing to show for it, he was about
to give up. That’s when he met someone who told him to try this new,
specific product—that product led to his first $100 in sales. He ended
up doing $75,000 in 10 days. Unfortunately, a couple of months after
that, the entire enterprise collapsed due to his merchant accounts
getting shut down and the inability to find more winning products. He
left the e-commerce business and didn’t return until 2020.
The Breakthrough
After leaving e-commerce, Jovan started his own marketing agency.
Seven months in, he decided to start a webinar strategy like his
competitors. He got his first sale within 24 hours and made $1 million
in 53 days. All he did was funnel-hack a successful competitor. His
results were due to modeling other successful people.
How to Stand Out in E-Commerce
When Jovan started, rookies without experience could make 7 to
8 figures in e-commerce. Now, due to oversaturation, the days of
throwing up a Facebook ad and getting extraordinary results are over,
and the old model is no longer feasible. Most people in this industry
don’t have good customer service, shipping times, branding, or
products. To stand out, you need to get all those little details right.
“It comes down to doing the things your competitors aren’t doing,
#1. And #2, it’s making sure you’re covering all of your bases and
collecting the low-hanging fruit.”
“Don’t let others decide who you are.” —Denis Rodman
89
The Secret to Hitting $1M in 53 Days
While his webinar strategy won a client within 24 hours of launching
the funnel, they didn’t get a single sale for the next week. So Jovan
slashed the price of the product he was selling in half and instantly
got 5x, 6x, and even 7x ROAS. In addition, he used Youtube ads to
promote the product, which was a big part of his strategy.
How to Increase ACV and Decrease Refunds
Jovan is doing something no other e-commerce brand is doing: calling.
His company calls abandoned carts to get them to finish their orders,
calls customers to upsell them, and calls angry customers demanding a
refund. This is what he’s discovered:
» You can make a lot more money with this method as an
e-commerce brand
» When you get people on the phone, it makes it easier to upsell them
» Now Jovan has branched out to provide this as a service for other
e-commerce brands.
There are some days in Jovan’s business where phone sales make up
33% of the daily revenue.
Jovan’s Productivity Tools
Jovan teaches that you must have a high-quality team. He found
that one thing that helps with team management is having a “virtual
office”—a Zoom call where all team members are required to work
with their cameras. It’s increased productivity 10-fold. He also uses
Slack for business communication. He’s also adamant about the
importance of Airtable, which allows you to build a business database
“The soul is stronger than its surroundings.” —William James
 90 91

all in one place. Follow Jovan Stojanovic on Instagram!

Advice to His 20-Year-Old Self ACTION ITEMS

Jovan would tell his younger self and anyone starting out in business » What’s something your competitors are doing that you can easily
that you have to believe in yourself 100%. “All the rules in the world model?
are made-up,” Jovan says.

Biggest Achievement and Future Goals

Jovan is simply proud that he’s still here. In the past, he was grinding
10-12 hours a day to reach his financial goals. Now he thinks
differently and is more in tune with himself and his surroundings.

“Whether you think you’ve achieved a lot, or whether you think » What are 3 things your competitors aren’t doing that you can take
you achieved small things, what is big and what is small? It’s all advantage of?
perspective.”

Jovan’s Biggest Mistake

“There’s no such thing as a mistake—that’s an illusion… that’s
all there is, an action and an outcome, a mistake, that’s just an
interpretation of the outcome.”

Main Inspiration For Success

Jovan is very grateful to his business partners, who have been with
him through thick and thin. His motivation for pursuing success now is
his desire to make the world a better place.

“Believe you can and you’re halfway there.” —Theodore Roosevelt “Just because someone stumbles and loses their path, doesn’t mean
they’re lost forever.” –Professor X
 FROM HEAVY METAL GRAPHIC
DESIGNER TO FILMMAKER MENTOR
If you want to make money from your art, read Eric Thayne’s story.

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 94
Eric’s Young Entrepreneurial Start
Eric started selling online at the tender age of 13—his first business
was creating graphic designs for heavy metal bands on MySpace. It
wasn’t until a decade later, however, that he would truly grasp the
power of the internet. He created an online course for filmmakers, as
he was running a video production company at the time, and managed
to build it up to 6 figures. Suddenly he had people approaching him,
asking if he could teach them how to do the same.
The Road to 7 Figures
Three years into that business, he was making half a million dollars
in revenue, but he plateaued. He didn’t know how to break into seven
figures. Then Eric discovered something called a “mighty offer:” a
powerful low-ticket offer that brings buyers onto an email list and
sends them to high-ticket offers. Within 90 days, Eric was hitting his
first 6-figure month. By 2021, that funnel did $1 million by itself.
How to Scale To $1M In 6 Months
With his “mighty offer,” Eric finally understood the concept of making
quantum leaps in your business. Going for the quantum leaps actually
takes less time than the typical incremental growth companies aim
for. So what allowed him to make that leap? Instead of turning off the
funnel when it didn’t work immediately as Eric usually did, he stuck
with it. He directed all of his focus toward getting the funnel working.
He asked his mentors what they thought needed improving, they
gave him a laundry list of ideas, and then he did a series of intense
split tests. The result: the funnel went from losing money with every
purchase to getting a 4x ROAS.
“No matter what you’re going through, there’s a light at the end of the
tunnel. —Demi Lovato
95
“It’s a mentality not of, ‘this doesn’t work,’ but rather, ‘how can I
make this work?’”
3 Quick Tricks For High-Quality Video
“Creating good-looking videos isn’t actually super difficult. It just
takes a few small tweaks.”
You don’t need an expensive camera to make a great video. 80% of the
quality of the video is from high-quality lighting. Here are some easy
set-up tricks that will make your video better:
» If you can’t get a box light to put soft light on your face, sit next to
a window for natural lighting
» Be in front of a nice background and have some distance from it as
you film
» Make sure you’re being framed properly by the camera
Avoid This Mistake in Your Content
One of the biggest mistakes, Eric says, is having bad audio. Having
bad audio is worse than bad video. Make sure you have a quality
microphone. Hold it close enough that your voice is clear, but not so
close that you can hear the reverberations.
How To Monetize Your Video Skills
The #1 thing Eric teaches his clients is that videographers need to
understand marketing and sales. Creatives, in general, tend to have
“It is never too late to be wise.” –Daniel Defoe
 96 97

a mistaken belief that if they create quality work and put it on the Eric has worked aggressively to simplify his systems and processes. As
internet, the customers will come. That couldn’t be farther from reality. far as software, he uses:
Rather than make the customer connect the dots for themselves, the
sales process should connect the dots for them. » ClickFunnels: Landing pages and sales funnels

Eric says that if you want to instantly go to the next level, you must: » Stripe: Payment processing

» Learn the basics of marketing and sales » Airtable: Data collection

» Pick a niche » Slack: Team communication

» Understand that niche » Monday: Project management

» Know how to communicate with that niche in a way that helps » Active Campaign: Email marketing
them see the value of what you do » ECam Live: Livestreams

Best Budget Video Gear Eric’s Morning Routine

His morning routine is simple:
“It’s not about having the best gear, and if you want to use the best
gear, you can rent it.” » Drink a ton of water and brushes his teeth
» Goes to the gym for 45 minutes
Many people don’t know that most metropolitan areas have video gear » Does 10 minutes of meditation
rental companies. It’s way more affordable than buying the gear. If
you’re on a budget, Eric recommends getting a small clip-on webcam » Spends 20 minutes to an hour reading
and a soft white light (his favorite brand is Aputure). » Starts work

Eric’s Productivity Tools Advice To His 20-Year-Old Self

Eric says his advice would all focus on learning and education. First,
“Your greatest tool is your own ability to simplify.” he would tell himself to spend time devouring books to help him
understand business, sales, and marketing. Secondly, he says his
20-year-old self should hire a coach immediately. “Every time I hired a

“Nurture your mind with great thoughts. To believe in the heroic “Failure is an option here. If things are not failing, you are not
makes heroes.” —Benjamin Disraeli innovating enough.” —Elon Musk
 98

new coach, we made a quantum leap.”

Biggest Achievements and Future Goals

His biggest accomplishment so far has been making it to 6 figure
months—his next goal is to make $1 million a month.

His Biggest Mistake

His biggest mistake came when he launched his “mighty offer.” The
funnel was making so much money that Eric didn’t think to ascend
those customers up the value ladder.

Main Inspiration
Eric credits his wife as being a key player and business partner. Over
time she’s slowly come to be involved in the business and loves the
FROM YEARS OF TINKERING TO
work. Eric is the Idea Guy, and his wife is the Implementor. EXPLOSIVE SUCCESS
If you’re having a slow start, read Spencer Mecham’s story.
Follow Eric Thayne on Instagram!

ACTION ITEMS
» Get the very basic video equipment Eric recommends—a clip-on
webcam, a soft light for the computer (like Aputure), and a box Want to watch the interview for yourself?
light. Click the code above!

The man with a new idea is a crank until the idea succeeds.”
—Mark Twain
 100
A Cog In the Machine
Spencer was working at an SEO agency when one of his co-workers
showed him an ugly website—one making him $5,000 a month doing
affiliate marketing. That’s when Spencer knew he needed to jump
ship. Still, he was far from an instant success story. It took him years
of tinkering to figure out how to make money online himself. He tried
different platforms—Facebook, Instagram—until finally landing on
Youtube, where he found success.
His First Affiliate Sale
Spencer’s first “real win” was on Youtube. He was an affiliate for
Bitcoin and made a video on the cryptocurrency, which skyrocketed
to #1 on the platform. When the Bitcoin craze reached a fever pitch, he
started collecting tons of commissions from Coinbase.
Best Affiliate Marketer Plan For Beginners
Spencer’s advice for beginners is to pick a category and find the best
offers within that category. Then, choose a company with funnels and
finished products with low and high-ticket offers. Make sure the funnel
is profitable. He simplifies the process to two steps:
» Find websites that do all the selling for you
» Find ways to introduce customers to that website
Best Traffic Source For Affiliates
Spencer prefers search engines such as Google or Youtube. The
great thing about a platform like Youtube—even though it requires
significantly more effort than other platforms—is that your efforts
“Motivation is what gets you started. Habit is what keeps you going.”
—Jim Rohn
101
build on themselves. For example, you might only bring in ten leads
in the first month, but the next month you put out more videos, and the
videos from Month 1 are still bringing in leads.
“It grows exponentially to where you’re getting hundreds of leads a
month on autopilot because you’ve built this empire of online real
estate that just drives leads into your funnels.”
Spencer says that everything you do should push to your email list.
#1 Affiliate Mistake
Most amateurs traffic hop when they don’t get the results they want in
a few months. On the other hand, the people who put in the time and
effort to really master a traffic source can drive leads at will.
How He Grew His Youtube Channel
Spencer committed to making four videos a week for six weeks.
Dedication is necessary to grow your channel. It takes dozens of videos
before you’re likely to see results. So come up with a content plan and
stick to it for a significant period of time.
Top 5 Affiliate Offers
» Legendary Marketer
» Any Email Autoresponder
“The way to get started is to quit talking and begin
doing.” —Walt Disney
 102 103

» Sales Funnel/Landing Page Builder Spencer’s Two Comma Club Story

» Any Hosting Service
» 1 High Ticket Offer
What Spencer Is Working On
Spencer spends 10-20 hours each week on his blog and Youtube
channel, his two dominant traffic sources. He focuses on those two
specifically because they have the potential to build passive income.
Spencer was already having some success on Youtube when he found
ClickFunnels and their affiliate offer. So he made a new channel
wholly dedicated to promoting ClickFunnels offers. The first few
videos didn’t move the needle, but once he got traction, his efforts
began to stack until he brought in new trials every day. He added new
traffic sources one at a time; he only added a new one after mastering
the previous one. His efforts there were the same: to focus on one
platform promoting one affiliate offer.

Biggest Achievement and Future Goals

Spencer’s Productivity Tools His biggest achievement is getting married, staying married, and
having kids. His goal is to receive a coveted Youtube Play Button
He only uses two apps:
Award for hitting 100,000 subscribers. He would also love for
» Todoist: A to-do list app that helps him manage tasks Buildapreneur to be a hub for learning how to do affiliate marketing
ethically.
» Asana: To delegate tasks to team members.

Advice To His 20-Year-Old Self
Spencer advises those new to the business to not try to be creative
at first. For your first business, just go look at what someone’s doing
successfully and try to model them. He says you should learn the ropes
first, then implement your big shiny idea. In other words:
» Pick a route
» Find someone to model
» Master the process
Biggest Mistake
Spencer says his biggest mistake was being too proud to seek help in
the beginning. He spent a year building a website and blogging and
getting no results. He was too stubborn to take advice from other
people.
His Main Inspiration For Success
Two of his Youtube mentors are Darrell Lee and Scott Simpson.

Follow Spencer Mecham on Instagram!

“Nothing is impossible. The word itself says: ‘I’m possible!’” “Part of being a champ is acting like a champ. You have to learn how
—Audrey Hepburn to win and not run away when you lose.” – Nancy Kerrigan
 104

ACTION ITEMS
» Write down an area where you’re trying to be creative and you
need to just model someone else’s success instead.

» Who can you model? Write down 3 candidates.

FROM ELITE-LEVEL COPYWRITER

TO FAMILY MAN
If you want your business to revolve around your lifestyle and not the
other way around, read Dana Derricks’ story.

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“Never bend your head. Always hold it high. Look the world straight in
the eye.” —Helen Keller
 106
The Key to His Success
Dana says his success is due to three things:
» Educating yourself
» Putting in the work
» Surrounding yourself with the right people
How To Become a One-Week Author
Dana was making a cross-country road trip to get to a business
conference. He hired a driver for the 34-hour journey. Dana decided
he would complete his already-outlined book by the time he arrived to
make the time more productive. Unfortunately, he quickly got carsick
and had to shut down his computer. He needed another method. So
he recorded himself “talking” his book and finished the content in 6
hours.
“...Your average professional typist can type about 50 words a
minute. The average human being that speaks can speak about three
times that, at about 150 words a minute.”
The Best Way To Pursue Your Dream 100
There are a few foundational principles to understand how to “Dream
100” the right way:
» Make sure they’re individuals that would help you attain your
goals.
» Create a never-ending unconditional value exchange (send a gift
through the mail, offer your services for free, etc.)
“Failure happens all the time. It happens every day in practice. What
makes you better is how you react to it.” – Mia Hamm
107
» Keep doing it.
The Trick to Start Writing a Book
There are two steps if you’re having trouble starting:
» Give yourself permission to be an author
» Approach writing a book in a systematic way
“Make sure you have everything thought through before you just
start writing.”
Avoid These 3 Business Mistakes
The #1 mistake, Dana says, is that people have gotten the 80/20 rule
mixed up. They spend 80% of their time consuming content and
only 20% producing content. They’re so overwhelmed with content
and buying a new course, ebook, training, and so on, that they never
actually take action. Flip that, Dana says, and spend 80% of your time
taking action and producing content.
Secondly, people shouldn’t assume everything that worked last year
will work this year. Don’t be afraid of change, and stay on the cutting
edge.
The third mistake is that people assume that they don’t need to hire
a coach or find a mentor because of the wealth of content available to
them.
“…Maybe it’s time to surround yourself with people who level you
up.”
“Giving up is for rookies.” —Philoctetes
 108 109

Dana’s Productivity Tools hundreds of dollars.”

Creating an enjoyable schedule for yourself is more important than
finding strategies or tools to be productive. “Less is more,” Dana says.
He encourages entrepreneurs to design a schedule that works for them
Biggest Achievement and Future Goals
and their families. Dana’s biggest accomplishment is getting married and having kids.
But, business-wise, he’s incredibly proud of his books. His future goal
Regarding software and platforms, Dana mainly uses a Trello is to gain more readers for his books.
Checklist to keep him productive and moving towards his daily goals.
He only has to work 4.5 hours a day, but he accomplishes more in that
short time than many people accomplish in a week. “I think back to when I was that 19-year-old kid, broke, and
something told me to keep going. And I didn’t know why. And it
sucked along the way, but you have those moments, and you realize
Dana’s Daily Routine this was worth it.”
Dana recommends that everyone have one item on the to-do list every
day that’s non-negotiable. For him, that’s working out for at least an
hour every morning. He tries to have set times he starts and leaves
His Biggest Mistake
work and ends every day by spending time with his family. Dana’s big mistake early on was trying to build a massive business
that, it turns out, he didn’t really want. Instead, he designed his
company to compete and not in a way that benefited him or his family.
“It’s the boring stuff that really works.”

Follow Dana Derricks on Instagram!

Advice For His 20-Year-Old Self
Dana would advise his younger self to avoid the other 20-year-olds
who aren’t entrepreneurial, as they will set him back. He also ACTION ITEMS
says he would give himself permission to not please everybody,
» Put one item on tomorrow’s to-do list that’s non-negotiable
especially family. Some of the non-entrepreneurial people in people’s
family won’t “get it,” no matter what. He also says gaining business » Do this for every day for the next seven days
knowledge, education, and skills is imperative. Then, once you have
the knowledge, practice those skills until you master them.

“You go on Amazon right now, you can get a Ph.D. in any topic for

“Whether you think you can or think you can’t, you’re right.” “Successful men and women keep moving. They make mistakes, but
—Henry Ford they don’t quit.” ―Conrad Hilton
FROM OVERWORKED BARTENDER TO
BEAUTY BUSINESS CEO
If your relationship with your kids is more important than your
relationship with your business, read Jessi Lane’s story.

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 112
“There’s Got To Be More…”
At 24, Jessi was a young mother with an unexpected baby on her
hands. She worked in a bar right out of college, saving money to travel
one day. With money tight, she returned to work soon after having her
son. But she resented that she was so busy putting in overtime that she
didn’t have much time to spend with her child. So as a pick-me-up, one
day, she hired someone to come to her house and apply her lashes for
$150. When Jessi learned that the beautician only paid $5 for the lashes
and got to pocket the other $145. That’s when Jessi decided she would
learn the trade and do lashes on the side to make ends meet.
“I’m Pinching Myself All The Time”
Jessi was terrible at applying lashes at first. But as she grew through
practice and invested in gaining more resources and knowledge, she
got better and better. Within three months, she replaced her full-time
income and could leave her job to raise her son. Next, Jessi thought she
should help people like her by training other beauticians to start their
own businesses. So she created a course. But then, the pandemic hit.
“I realized it’s not about the money. It’s about the choices money
brings you.”
The Pivot
Jessi thought the pandemic would end her business, as it relied entirely
on being in-person; she expected to shut down within the week. But
she had an employee and plenty of contractors depending on her. So
she decided to try and re-structure her offer. Within a week, she had
transformed her business to being entirely online. She had so much
success so quickly that she had to hire family members and neighbors
“Success is not final, failure is not fatal: it is the courage to continue
that counts.” —Winston Churchill
113
to help her package products.
The Potential of The Beauty Industry
What excites Jessi about the beauty industry is that it’s an opportunity
for women to find community and to make feminism tangible. She
says that the three industries that are recession-proof are alcohol,
tobacco, and beauty.
“I honestly thought the beauty industry is something you got into
if you weren’t smart enough to get a ‘real’ job, and I remember
thinking that and judging people. For me what changed is when I
realized it wasn’t necessarily what I was doing, but it was about how
I could make someone feel…”
What Lashes Can Do For Women
No one needs beauty products, Jessi says, but their importance comes
from the confidence they give you. Anything that helps you hold your
head higher or stand taller is valuable. Lashes are an easy, ready-to-go
beauty product that can instantly boost your self-esteem.
“It’s not about the lashes, it’s not about the superficial things, but
it’s about what it can transform inside of you.”
How Jessi Got Her First Client
To build a clientele, you have to get out of your comfort zone, and most
people aren’t willing to do that. Write down 20 people you helped or
are supportive people, Jessi says, and call them and ask them to review
“By perseverance the snail reached the ark.” —Charles Spurgeon
 114
what you’re doing. Then ask them if they know a person or two who
would want their lashes done. Whenever Jessi was done with a client,
she’d ask them the same question and offer a deal to whomever they
referred. Importantly, she’d immediately ask for phone numbers and
close the deal right then and there. That’s how she built her business.
She’d frame the ask in such a way that she was giving the other person
the opportunity to help. This was particularly true once she gave them
her “Why”: she wanted to spend more time with her son.
“The things that I learned are that people are sometimes afraid to
ask, because they’re afraid of—people don’t want to be like a used
car salesman or anything like that—the bigger thing is, especially
with women, everyone wants to help. Everybody.”
Dealing With Setbacks
Jessi has had to deal with her fair share of naysayers. Some people in
her life didn’t believe in her dream because they didn’t have her same
vision.
Some of them really did care. They simply assumed that Jessi starting
her own business would be bad for her and discouraged her from
trying.
“You need to protect your dream. [...] we all have dreams, and it
doesn’t mean you have to end a relationship with anybody. It just
means that you pick and choose who you share those dreams with.”
Jessi says if you don’t have a strong “Why” for your business and know
exactly what that is, nothing will get you through the lows of being an
entrepreneur. Most businesses fail for exactly this reason.
“Happiness and influence and that which you seek to make your life
complete.” —Louis Howard
115
Scaling To Over 7 Figures
There’s a way to get paid what you’re worth and structure the price in
such a way that it’s still accessible to people, Jessi says. She lowered
the price of her main offering, a course, from $1,000 to $197. It seems
insane, but she was able to get more customers in the door and then
move them up her value ladder on the backend. She didn’t have the
proper distribution systems in place at the time. She practically lived
at her business arranging packages and orders, “if I had waited for
everything to be perfect, I never would’ve gotten started.”
Jessi’s Productivity Tools
» Asana: For project management
» Voxer: Walkie talkie application for verbal communication
» ClickFunnels: For sales funnels
Work-Life Balance?
“There’s no such thing as balance when you’re in certain phases of
your business.”
Jessi says her opinion is unpopular among some other coaches and
7-figure business owners. She thinks it’s only possible to scale your
business effectively while temporarily tied to the company. A business
is like a newborn baby, she says, and in the beginning, when you’re
setting up or scaling, you’re at the mercy of the baby.
“Happiness and influence and that which you seek to make your life
complete.” —Louis Howard
 116 117

year is to create boundaries.

Jessi’s Morning Routine

Jessi makes sure she wakes up an hour and a half before her children “I think the biggest mistake I’ve spent the last little while learning is
and puts her phone on airplane mode to make sure she dictates her day I underestimated myself. And I think a lot of women do.”
instead of other people. She says to have grace for yourself when you
fail to do your routine.
Main Inspiration For Success
Her main inspiration for success is her kids. Another inspiration is
Advice To Her 20-Year-Old Self proving to herself that she could follow through on her dream.
Jessi emphasizes that new business owners, especially young ones,
shouldn’t wait until they have all the skills and knowledge they need.
Instead, they should jump in, be resourceful, and figure things out as Follow Fixe Beauty on Instagram!
they go along. She also says you don’t need venture capital funding to
be successful.

“Don’t wait, or else someone else is going to do the thing that you
wanted to do, and then you’re going to be so mad at yourself.”

Biggest Achievements and Future Goals

Her biggest achievement is knowing her sons will never want for
anything. She’s also been able to buy her dream home and help build
20 houses in Guatemala for those in need. Jessi has already exceeded
all her expectations for herself, so now she’s trying to expand her
vision.

Biggest Mistake
In Jessi’s mind, mistakes are something to learn from and then move
on. She’s made many mistakes, but the biggest lesson she’s learned this

“Ambition is the path to success. Persistence is the vehicle you “It always seems impossible until it’s done.” —Nelson Mandela
arrive in.” —Bill Bradley
 118

ACTION ITEMS
» Below, write down 20 people who you’ve helped in the past or who
are supportive people in general. Contact them and ask them to
review what you’re doing. Then, ask if they know a person or two
who would need your services.

FROM PRE-MED STUDENT TO CEO OF

CLICKFUNNELS
If you just can’t seem to find what you like doing, read Dave
Woodward’s story

» Why are you building your business? Think of a strong reason in

1-4 words and write it below.

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“If my life is going to mean anything, I have to live it myself.”

—Rick Riordan
 120
From Med School To Marketing Master
Dave initially thought being a doctor was his destiny. He was pre-med
in college and got accepted to medical school, but then decided not
to attend a week before he was supposed to start. Instead, he got a
Master’s in Physiology before realizing he didn’t want to follow that
path either.
His brother-in-law was in finance, and together they started an
employee benefits company in California. He quickly got sucked into
the world of entrepreneurship and marketing, even starting his own
marketing agency. Dave met Russell 12 years ago. When Russell began
ClickFunnels and invited Dave to come on board, he was ecstatic and
moved out to Boise to join him.
How ClickFunnels Killed the Competition
Dave credits Todd and Russell, the other co-founders, with pushing
ClickFunnels into a category of one. They understood psychology and
used that to build a tribe unlike any other SaaS company. They’ve also
been blessed, Dave says, with very passionate and talented teams of
people.
“The reason we’ve grown as fast as we have, and as large as we
have, is really because our whole focus is making sure people who
join actually have success.”
Building a Community of 270k
FunnelHackers
Dave says the key is giving people plenty of information and
opportunities before joining your product or service. He uses the
“With the right kind of coaching and determination you can
accomplish anything.” —Reese Witherspoon
121
example of the ClickFunnels Facebook group. While not everyone in
the group are members of ClickFunnels, many people eventually join
after connecting with others and being exposed to new possibilities.
Journey To CEO
“As you start to scale and you start to grow, it’s important to take a
look at what your skillset is, and what you enjoy doing the most.”
Todd is excellent in software development, and Russell handles the
people aspect and is the face of the company. They realized that
they work much better when they don’t have to deal with the daily
headaches of running a company. That’s where Dave’s administration
skills become very useful, and that’s why he’s the CEO.
Dave’s Vision For ClickFunnels
Dave’s goal is to start simplifying the processes already in place and
serving more customers on a larger scale. When a company begins,
team members have energy and passion. They’re willing to slog
through and figure things out for themselves. However, as a company
grows and time passes, people want simple processes with fewer
headaches. So he and the other co-founders are always trying to find
ways to make the software more straightforward.
Advice For His 20-Year-Old Self
Dave’s advice is to find out what you enjoy doing the most. To figure
that out, you should experiment with many different things, and
college is the perfect place to do that. Then go all-in on that.
“Failure is success in progress.” —Albert Einstein
 122

Biggest Achievement and Future Goals

Dave’s biggest accomplishment is being able to focus on his family.
He’s created and sold many businesses, but family is always his
primary focus. His new goal is to double the scale of ClickFunnels in
the next few years.

Biggest Mistake
One of his biggest mistakes was not doing his homework before
investing in a business and investing even more time into it rather than
pulling out. He also thinks that another mistake was picking the wrong
people.
Dave encourages people to make sure they know whom they’re going
into business with and not form an opinion of them based on hearsay.

FROM EBAY SELLER TO MAKING

Follow ClickFunnels on Instagram!
$30M BY AGE 30
If you want to go after the high-ticket opportunities, read Shaqir
ACTION ITEMS Hussyin’s story.
» If you need to try more things to find what you truly enjoy, which 3
things will you try next? If you already know what you love, what
are the next 3 things you need to do so you can spend all your time
doing it?

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“If I cannot do great things, I can do small things in a great way.”

—Martin Luther King Jr.
 124
Obsessed With Selling
Shaqir started selling on eBay when he was 15 years old. Selling was
always his interest and passion, whereas other kids were obsessed with
football and band. When he was 21, he became interested in marketing
and selling information products online. One day, Shaq attended a live
event and was introduced to a speaker making $100,000 a day. Awed,
Shaq was shocked when the man decided to take him under his wing.
“I went from absolutely not knowing Aweber or how to even build a
list or anything like that to making my first million dollars profit by
the time I was 23.”
When he told his father, he responded that he had just gotten lucky and
was unlikely to be able to repeat it. But Shaqir knew he hadn’t gotten
lucky—he had followed a system that works. Using this system, he
made $30 million before he turned 30 himself.
How Funnels Impact Entrepreneurs
Shaqir says funnels are the quickest way to turn attention into paying
customers. This is the heart of what you must do to have a successful
business online. With their income no longer tied to their time and
capacity, online entrepreneurs can scale far beyond what they could
do if they relied on 1-on-1 interactions. And Shaqir reminds us of
one oft-quoted fact: “the business that can spend the most money to
acquire a customer wins.”
“Every business relies on two things: cash and customers. The best,
most efficient, profitable way to get customers and cash flow is to
have funnels.”
“You are never too old to set another goal or to dream a new dream.”
—C.S. Lewis
125
The Mindset of High-Ticket Selling
Shaq has sold packages from $100,000 to $1 million. He says it all
starts with identifying your ideal customer—someone who has a pain
you can solve and is willing to pay money for you to solve it. If you
want to sell a high-ticket offer, you need to find the “hyper-responsive”
buyers who are severely undereserved in the marketplace and are
willing to pay a premium price point.
Secondly, it’s important to understand that people buy because of
the “end transformation” or ultimate result they want to achieve.
And people are more willing to pay a premium when their values are
aligned with the seller’s. So, share your values online.
Lastly, you must speak about your product with absolute confidence.
Why Funnels Fail & How To Fix Them
The reason most people’s funnels don’t work, Shaqir says, is that they
don’t understand the fundamentals of marketing and psychology.
“Some of the stuff I found that really helps is if you have social
proof, if you have testimonials that you’ve helped other people too if
you have testimonials from top people in your field.”
He also encourages people to utilize “authority by association”
and use someone else’s credibility to make themselves seem more
credible. Engineering trust in the marketplace is essential. This can be
done through consistent content creation and marketing. Shaqir also
recommends investing in paid ads as soon as you’ve validated your
offer.
“It does not matter how slowly you go as long as you do not stop.”
―Confucius
 126 127

How To Avoid Shiny Objects subscribers. He takes sales calls only for his very high-ticket prospects.
Finally, he looks for new people he can hire and works on building new
The biggest difference between a shiny object like Bitcoin and your offers. He tries to get 2-3 hours of focused work done every day.
own business is that you have no control over the former and many
factors within your control with the latter. Shaqir recommends always
getting into a company you’re in control of—where you can control
the skills you learn, the traffic you get, etc. You will always run into Advice For His 20-Year-Old Self
trouble if you’re looking for quick wins instead of long-term success.
Long-term success often starts slow—Shaqir says it takes at least 90
“It sounds like a cliché, but it’s true. You do become the average of
days to build momentum before seeing real returns. If you’re chasing
the five people you surround yourself with.”
the next big thing, you’ll find yourself quitting early on.

Find a coach or a mentor who will take you under their wing, Shaq
“If you find yourself chasing shiny objects, one of the main things
urges. They’re well worth the money, and they will help you figure out
which I’ve done many years ago is I just stopped consuming
how to implement what you’re learning.
everyone’s stuff.”

Shaq’s Productivity Tools Biggest Achievements and Future Goals

Shaq’s primary tool is a simple notepad where he writes down the
three things he wants to accomplish that day. He uses Trello for project
management. If he has lots to do, he brings on new team members to
perform the tasks. Outsourcing work is what helps him stay focused on
move-the-needle projects only.
“One of the things I learned early on is if I have a huge to-do list to
do, I’ll do the huge to-do list, but then I’ll ask myself who can come
in and do all of this.”
Shaq’s biggest achievement, in his opinion, is who he’s become
through this journey. “My next big goal is really to dedicate my 30s to
learn as much as I can about investing and spirituality.”
Biggest Mistake
“Hiring the wrong people,” Shaq says. He didn’t know how to hire
A-players, and it cost him.

Follow Shaqir Hussyin on Instagram!

Daily Routine
Even when he’s on the go, Shaqir has core activities he ensures he
accomplishes. One of those is emailing his list of over 2 million

“Courage of the heart is very rare. Let it guide you.” —Sarah J. Maas “Instead of letting your hardships and failures discourage or exhaust
you, let them inspire you.” —Michelle Obama
 128

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FROM YOUTUBER TO THE GO-TO

YOUTUBE AD AUTHORITY
If you want to be a true leader in your space, read Aleric Heck’s story.

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“I will love the light for it shows me the way, yet I will endure the
darkness because it shows me the stars.” —Og Mandino
 130
Accidental Youtube Guru
Aleric started on Youtube and started a channel called “AppFind”
which attracted over 500k subscribers. He was even getting
sponsorships from apps and tech companies. However, one day,
after posting a video for a particular app that got them thousands of
downloads, Aleric was directed to post it on his channel the next day.
Aleric knew his audience wouldn’t want to see the same video as
the day before. That’s when it clicked that he could make the video a
Youtube ad.
Given that this was the birth of Youtube advertising, there wasn’t much
competition, and $500 in ad spend got the company over 11,0000 new
users. When that company tried to convince him to drop out of school
and work for them, Aleric knew he was onto something and decided
to pursue Youtube ads as a career. He hired a team to run his own
channel and went all in on ads. Since then, he has earned over nine
figures in revenue for his clients.
How To Do Keyword Research on Youtube
It’s essential to find keywords that:
» People are searching for
» Have videos that you can put your ads on
» Are relevant to your audience
Aleric created his own keyword search platform, keywordsearch.com,
to help with this problem.
What People Get Wrong With Youtube Ads
Aleric says the most common mistake when making videos is not
“When a defining moment comes along, you can do one of two things.
Define the moment, or let the moment define you.” —Roy McAvoy
131
providing value. Many people have a hook and then immediately push
the call to action. They forget the most crucial part, which is “educate.”
How to Scale An Agency
As you grow an agency, there are a couple of key problems:
» It’s hard to grow the agency itself while maintaining high quality.
To scale quickly, you need the infrastructure, and it’s hard to put
that into place while having employees manage tons of accounts.
» Clients are just “renting the knowledge” rather than developing
their internal marketing team. The best way to do it is to have
somebody who eats, sleeps, and breathes your ads, as Aleric says.
So now Aleric and his team help people learn how Youtube ads
work and how to run them independently.
Hiring Leaders
You should try to hire leaders who fit the company’s culture and
somebody who sees the vision and is passionate about it. Aleric says
there are two types of employeesL
» People who are there for the paycheck
» People who are there for the vision
The latter is always much better than the former.
“Every single time that we’ve hired someone for skills as opposed to
fitting with our company’s values, every single time it’s ended badly.”
“If opportunity doesn’t knock, build a door.” —Milton Berle
 132 133

Aleric’s Productivity Tools Biggest Achievement and Future Goals

Aleric’s two main tools are: Aleric’s biggest achievement has been being a part of the Inc 5000.
He’s also incredibly proud of the team that he’s built. His next goal
» Google Calendar: To keep track of appointments and is to scale from $1M/mo to $3M/mo. He eventually wants to make a
» Slack: For team management and communication. multi-billion dollar collection of businesses.

Very important to his productivity, however, is how he structures his

weeks. There’s a cost to switching from one task to another. When “The things you speak about and the things you think about becomes
you’re constantly switching from doing a project to content creation your reality.”
to team management, it can negatively impact productivity. Therefore,
he follows a specific structure from 9:00am to 5:00pm. After 5:00 pm,
he tries to move to another location and do more casual work, such as Biggest Mistake
responding to emails.
Like many entrepreneurs, Aleric views every mistake as a learning
» Monday: For internal meetings and things that directly impact the lesson. He tells his team, “It’s only a mistake if you do it twice,
business, such as interviews to fill open positions because that means you didn’t learn from it.” As he spoke of
previously, one thing that falls into that category is hiring people for
» Tuesday: Content production day skills instead of passion. One thing he’s learned in recent years is to
have a vision and always be clear on where you’re going next and what
» Wednesday: He talks to his company leaders and maps out his
that entails.
higher-level strategies
» Thursday: Calls and interviews
» Friday: The catch-all days to wrap up anything that needs Main Inspiration For Success
attending Aleric says you’re not just a collection of the people you meet, but of
the people you learn from. That’s why he absorbs knowledge from
many different sources, not just one.
Advice To His 20-Year-Old Self
Aleric says he would tell himself or someone just starting to find
Follow Aleric Heck on Instagram!
something unique or find the thing you do that’s better than everyone
else and capitalize on that. Then, find your niche within that field or
industry.

“Tough times never last, but tough people do.” —Robert H. Schuller “Remember why you started.” —Unknown
 134

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Monday

Tuesday

Wednesday FROM BEING HOMELESS THREE

TIMES TO MAKING $1M IN A DAY
If you continue to hit low points in your life, read Joseph Aaron
Giglietti’s story.
Thursday

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“There is nothing more beautiful than someone who goes out of their
way to make life beautiful for others.” — Mandy Hale
 136
The Truth About Wanting to Change the
World
Joe began wanting to change the world. He had an outreach program
for youth at risk for drug abuse and served local students. He started a
non-profit student movement. The good news was that this enterprise
blew up, and he had hundreds upon hundreds of students eager to join.
The bad news was that the more students that came in, the more the
operation cost. After pouring all of his money into the movement, he
and his family of five went homeless three times. That was when he
realized money is necessary to change the world.
How Do Virtual Events Work?
When the pandemic hit in 2020, Joe had been doing live in-person
events for years. Therefore the hotel Joe had booked for a two and
half day event was refusing to host. Rather than do nothing, he
decided to pivot and create a virtual event instead. Despite worries
from his partner and team members about maintaining people’s
attention, they went ahead and tested it. The big mistake people
make with virtual events, Joe says, is they think good content is the
end-all-be-all. This one overarching rule gets him conversion rates
of 20%–35% rather than the mere 8–10% most virtual events have.
He charges $20,000–$50,000 per ticket because he ensures his events
are a “transformational experience.” Your audience should come in
with certain beliefs, values, and ways of thinking and come out with
different beliefs, values, and thought patterns.
At the end of that event, the first thing they realized was that they had
more people attend that event than had ever attended a live event. The
second realization was that they made more money in that event than
they had ever made in a live event.
“Be so good they can’t ignore you.” —Steve Martin
137
How To Attract Your Dream Audience
Joe says that finding dream clients becomes easy when you follow
the proper process. Rather than wasting time having phone calls with
people who may not be your dream clients, make a virtual event. This
will allow you to have 200 phone calls at the same time. Then your real
dream clients make themselves known by applying to work with you.
Closing High Ticket Clients Virtually
Because his events are transformational, he’s orchestrating them so that
the audience makes the mental leaps necessary to be the person they
need to be. Every time someone makes those shifts, they’re shifting
into becoming his ideal client who would want what he’s offering.
“The entire event is the pitch.”
Joe’s $1M Day
Joe says there are only three numbers you need to think about to have
a million-dollar day:
» The price: It’s easier to hit seven figures if you have a high ticket
offer. Joe recommends a minimum of $10,000.
» How many people you can get in the room: Paid advertising is
an option, but Joe says that strategy will generally only get you to
break even.
» Your conversion rate: What percentage of the people in the room
will buy? Shoot for 20% at a minimum.
“Be the change you wish to see in the world.” —Mahatma Gandhi
 138
“It’s just being able to gather the people together to listen for two
days and create such an amazing experience for them that 20% of
them say, ‘I don’t care how much it costs, hanging out with this guy
or this gal is going to change my life, I’m in.”
Positioning Yourself as an Authority
If people respect you and listen to you already, then start the seller-
client relationship by loving them and providing free value.
Joe tries to get his customers some results and quick wins before
telling them about the event. Once the audience comes to your event,
being on stage will automatically make you an authority.
“We’ll serve and love and love and love…when you love on people
and help them get results in advance, they trust you.”
Joe’s Productivity Tools
“If you have Google docs, you probably have everything you need.”
Joe also highly recommends ClickFunnels and credits founder Russell
Brunson with changing his life. To run his events, he uses Zoom. Joe
says to avoid all the bells and whistles and focus on the most important
thing, getting eyeballs on you.
Advice To His 20-Year-Old Self
“Focus on being, not doing,” Joe says. He also recommends getting
“An entrepreneur tends to bite off a little more than he can chew
hoping he’ll quickly learn how to chew it.” —Roy Ash
139
a mentor, as hiring a coach helped him break through his 18-month
$20,000 plateau.
“In order to do things at another level, you must first become a
person at a different level.”
Biggest Achievement and Future Goals
Joe’s biggest accomplishment is being married for 20 years and having
successful children who are entrepreneurs in their own right. His next
goal is for him and his family to change the world by multiplying
movements that matter.
Biggest Mistake
His biggest mistake was failing his first movement. And the reason
was that he thought it was crass to think about the money aspect when
he had humanitarian aims. He didn’t understand that charging money
is what would allow him to reinvest in the movement and serve people
at an even higher level.
Main Inspiration For Success
Joe’s main inspiration, as a Christian, is that God made him for a
purpose to be fruitful and valuable with his life and to multiply.
Follow Joseph Aaron Giglietti on Instagram!
“A ship in the harbor is safe, but that is not what ships are built for.”
— John A. Shedd
 140

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FROM CHILD LABORER TO 8-FIGURE

BUSINESS COACH
If you want to push through any circumstance that comes your way,
read Alex Charfen’s story.

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“An entrepreneur tends to bite off a little more than he can chew
hoping he’ll quickly learn how to chew it.” —Roy Ash
 142
Child Laborer to CEO
Alex was always different than the other kids his age. He began
working with his father out of necessity from the age of 8, working
12–13 hour days in 100-degree heat, selling electronics at the flea
market. He watched the other vendors hawk their wares and pitch
customers and was fascinated. This is where he was first exposed to
entrepreneurship.
Intro to Info-Products
Alex got into info-products in 2008 after having to close a string of
successful real estate businesses due to the housing crisis. But even
amid catastrophe, Alex saw an opportunity. He developed a product
called “The Certified De-Stressed Property Expert.” His slogan was,
“We’re solving the foreclosure crisis one homeowner at a time.”
By 2011 he was on the Inc 500. In 2013 Laurie Maggiano, a director
of the US treasury, came to his office and pronounced that Alex’s
company had pulled forward the recovery of the foreclosure crisis by
5–7 years. In addition, his product caused various real estate agents
to expand their businesses tremendously. As a result, Alex got into
coaching people on how to run their businesses.
“Transition creates opportunity. The bigger the transition, the bigger
the challenge, the bigger the crisis, the bigger the issue, the bigger
the opportunity.”
Entrepreneurs, Alex says, are people who imagine a new reality and
make it real. Entrepreneurs are the people pushing society forward.
“Don’t worry about failure; you only have to be right once.” —Drew
Houston
143
Market Considerations
Many entrepreneurs’ first instinct in a crisis is to play it safe and
not say anything that would anger or annoy anyone. However, Alex
says you should be your authentic self, regardless of whether you’re
polarizing or not.
“The more you live out loud, and you let not only the world around
you, but your team, the people around you know who you are and
what you care about and what matters to you, that is what people are
going to follow.”
To Entrepreneurs Who Are Discouraged
Entrepreneurs challenge their society and their environment because
they’re constantly pushing to make the world a better place. Alex says
to do what it takes to move forward, even if it’s only one step at a time,
and even if you take three steps back. Being an entrepreneur means
moving forward with your vision regardless of what the world tells
you.
“If you’re feeling discouraged and frustrated and anxious, use it to
propel you towards the obstacles around you and find a way over,
under or through them, because that’s what people like us have
always done, and we can’t forget it.”
Most Important Task for Entrepreneurs
“The most important thing right now […] for our own human
experience is to lower the pressure and noise in our lives.”
“Someone is sitting in the shade today because someone planted a tree
a long time ago.” —Warren Buffett
 144
First, Alex says, you lower pressure and noise. After that, you reach
out for protection and support. He’s big on taking care of yourself
mentally, emotionally, and physically to be in the best shape possible to
tackle the day.
Hiring Leaders
Alex recommends hiring “true believers,” or people who believe in
you and your vision and are passionate about the impact you’re trying
to make in the world. However, the vital step many entrepreneurs
miss is hiring true believers and letting them tell you what to do.
Entrepreneurs should give them real responsibility and let them make
decisions.
Alex’s Productivity Tools
Alex uses a Momentum Planner to manage productivity—he’s a big
believer that your team’s productivity starts with you as the owner.
That’s why he writes annual, quarterly, monthly, and daily plans with
his goals.
Daily Routine
Alex wakes up early and tries to get natural sunlight as soon as
possible. Then he goes through his morning ritual: he lights a candle,
does breathwork, and cultivates stillness. Next, he evokes the world’s
spirits to activate him with energy. Then he does his Momentum
Planning.
“Try not to become a man of success. Rather become a man of value.”
—Albert Einstein
145
Advice To His 20-Year-Old Self
Most young people, Alex says, never learn how to make a plan. So they
grasp at straws trying new projects and strategies and get distracted.
Young entrepreneurs have to deal with a complete information
overload and have FOMO with every new thing they learn about. If
you don’t have a plan, you have to get up every day and “compel”
your business forward. Alex is emphatic that every entrepreneur needs
a written document process to follow. Alex says that we need three
things to create momentum in our lives:
» Clear outcomes
» An understanding of our role
» Scoreboards that show our progress
Biggest Achievement
Alex is most proud of his 18-year partnership with his wife.
Biggest Mistake
Like many entrepreneurs, Alex views all his mistakes as learning
lessons and credits his bankruptcy as allowing him to succeed today.
However, one of his regrets is that he didn’t know how to lead as a
young leader. He created an unhealthy environment for his team and
employees.
Follow Alex Charfen on Instagram!
“Knowledge without action is meaningless” —Abu Bakr
 146

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Clear Outcomes You Want

Clear Outline of Your Role

FROM PODCAST LISTENER TO TOP
PODCAST HOST
If you ever want to start your own podcast, but never tried yet, read
John Lee Dumas’ story.

Numbers You’ll Track Every Month

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“The best preparation for tomorrow is doing your best today.” —H.
Jackson Brown Jr.
 148
Birth of Entrepreneurs on Fire
At 32, John loved to listen to podcasts. His one complaint was that
there wasn’t a single daily show interviewing entrepreneurs. He saw
this gap as his opportunity, and in 2012, he launched Entrepreneurs on
Fire. John credits some of the podcast’s success with the fact that he
was in a category of 1.
How To Be Consistent in Entrepreneurship
“…When you wake up, and you feel like not doing something that
you know is going to move your business forward, you need to say to
yourself, ‘somebody else that’s my competitor, that’s doing what I do,
is feeling the exact same way right now and they’re not going to do
it. So they’re going to lose, and that’s one less competitor for me. So
I’m going to do it even though I don’t want to.’”
Advantages of Running a Podcast
John says that running a podcast helps you become “a better speaker, a
better host, a better communicator, a better presenter,” and much more.
It helps sharpen your conversational and social skills as well.
Every podcast host always starts off terribly. John admits that his first
podcast was awful too. But if you stay consistent, you’ll get better
every time you do it. Today, the network that John built through the
conversations he had on his podcast is extremely wide-ranging.
Showing Income Reports Online
Many wonder why John releases his income reports online for the
“Dream big. Start small. But most of all, start.” —Simon Sinek
149
world to see. Before his podcast, he searched for ways to make
good money online without being a scammer (which is what people
associated online entrepreneurs with at the time) and couldn’t find
anything. Then he came across Pat Flynn of “Smart, Passive Income,”
who was very transparent about the money he was making. So John
vowed that if he were ever in a similar position, he would do the same
thing.
“…to me, that was a super exciting opportunity and I wanted to do
that. So when we started generating real revenue in our business, we
started publishing a monthly income report, and for 97 months in a
row, we’ve published that report.”
John’s Productivity Tools
John says to remember to keep it simple. So many people try to use all
of these productivity hacks and tech stacks, but you have to remember
to not overcomplicate your life by trying to be more productive. But
one tool John thinks everyone should have a scheduler.
Daily Routine
Here are the first two hours of John’s day:
» Go for a walk
» Have a workout with his personal trainer
» Do an infrared sauna for 30 minutes
» Do red light therapy for 10 minutes
» Have a cold plunge
“If people are doubting how far you can go, go so far that you can’t
hear them anymore.” —Michelle Ruiz
 150 151

He recommends that everyone spend a certain amount of time daily John’s most important inspiration is his listeners and fans, who always
caring for themselves and their health. encourage him.

“If you win the morning, you will win the day.” Listen to the latest episode of Entrepreneurs on Fire on Spotify!

Advice To His 20-Year-Old Self

John recommends finding a niche problem that isn’t being solved very
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well and capitalizing on it. » If you provide the #1 solution for a given problem, you will win.
How can you provide the #1 solution in your industry? Write this
out in detail.
“Keep it simple and understand this one truth: if you provide the #1
solution to a real problem, you will win.”

Biggest Achievements and Future Goals

John’s biggest accomplishment is his podcast, with over 3,000 episodes
and 100,000,000 listens. His next goal is just to keep his eyes and ears
open and be receptive to whatever opportunity comes his way.

Biggest Mistake

“I don’t even think I’ve had a biggest mistake yet because every
mistake that I’ve made—which have been plenty—has been an
amazing learning experience.”

Main Inspiration For Success

“If you’ve never tried, how will you ever know if there’s any chance?” “Entrepreneurship is neither a science nor an art. It is a practice.”
—Jack Ma —Peter Drucker
FROM BOOTCAMP DROPOUT TO
WORLD FAMOUS INVESTOR
If you want to take the unconventional route, read Reshveen
Rajendran’s story.

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 154
Main Inspiration For Success
Resh was born and raised in Singapore. From a young age, he was
programmed to join the rat race. In other words, study hard, get a
degree, and work hard for somebody else. That was the only definition
of success he was exposed to. He originally thought his path was
to join the army and become a military officer. But when he joined
camp on his first dat at the age of 18, he had a stroke in the middle of
camp. With his dream dashed, he felt purposeless and lost. But, while
recovering from the stroke, he picked up a book by Robert Kiyosaki to
read in the hospital, Rich Dad, Poor Dad.
Joining Another World
Resh was captivated. As soon as he could, he started attending
seminars. Then, he heard Kiyosaki was coming to Singapore and knew
he had to attend. This was his first introduction to the business world,
and it fascinated him. He quickly began to get into investing, pouring
all of his money into it. Eventually, he grew a significant portfolio and
started sharing his strategies with others by building his own company.
He was soon invited to speak all around the world.
The Investor Thought Process
Investing and business go hand-in-hand. Warren Buffet says that
becoming better at one will lead you to become better at the other.
“Some people look at investing like gambling, but when you know
the entrepreneurs behind the business and how to evaluate a
company, it’s much less risky than people think.
“I didn’t get there by wishing for it or hoping for it, but by working for
it.” —Estee Lauder
155
The number one thing Resh considers is whether the business is
scalable or not.
“If you don’t understand business, you won’t be very good at
investing. So you have to understand […] what makes a business
work, what makes a business have high profit margins, who are the
management behind the business.”
His Opinion On Cryptocurrency
Resh says that crypto is the future. Fiat currencies, like dollars or
rupees, Resh says, are “rigged” and only have power due to your
trust in the government. It has no inherent value. There’s a real
need, he says, for something decentralized and not controlled by any
single government. You need to understand the technology behind
developments like this to know where the future is heading.
“Put your money where growth is happening, and you’ll see your
money grow.”
Short-Term vs. Long-Term Investment
Strategies
Resh says there are a million ways to make money, and you shouldn’t
believe there is only one way that everyone must follow to achieve
success. While he believes in looking more at the long-term than the
short-term, that doesn’t mean disregarding the latter. When Resh is
investing, he invests in what the entrepreneur will likely do in the next
10 or 20 years. However, he also uses short-term strategies, such as
options, to pull monthly returns.
“You never lose in business, either you win or you learn.” —Melinda
Emerson
 156
“The most successful investors in the world…they don’t start a
business with the mindset of, ‘what’s going to happen tomorrow.’
They think about […] what’s this idea going to do in 30 years time.”
Resh’s Productivity Tools
At the start of every week, Resh writes his goals for the next seven
days in his journal. He also tells himself to keep it easy and relax as
long as he’s moving forward every day.
His Daily Routine
Though his routine has recently been turned upside down since
he’s been a new father, Resh still tries to take some time when he
first wakes up to meditate on his goals for the day. He visualizes his
success, which is very powerful. Then he spends some time nurturing
himself spiritually. Then he does a workout for 30 minutes or so.
Then after showering and breakfast, he gets to work. He ensures he
schedules time off to be with his wife and son.
Advice To His 20-Year-Old Self
“I think one of the most important things is to really continuously
learn… It’s super important to go […] and get mentors for different
areas of your life.”
You want to have peak performance in every area, Resh says, and with
a coach, you will see a tangible difference in that area of your life. He
would encourage himself to believe in himself wholeheartedly and find
people to help him shortcut his journey.
“Don’t you dare underestimate the power of your own instinct.”
—Barbara Ann Corcoran
157
“Fail forward, most importantly.”
Biggest Achievement and Future Goals
Resh is most proud of his son and winning two 2CC Awards with
two different companies. Despite that, he’s always looking to improve
himself. He says the essential thing is never losing track of what’s truly
important, whatever that means to you. His future goal is to create the
largest community of givers in the world to change humanity for the
better. “The secret in living is in giving,” he says.
“Making a lot of money is a by-product of you adding value to the
world.”
Biggest Mistake
One of Resh’s biggest mistakes when he started his business was the
way he managed his finances. Resh emphasizes that entrepreneurs
must understand cash flow, the intricacies of where their money is
coming in, and where it’s spent. Don’t leave this job to someone else.
“There’s no point in making all the money if all the money is
leaking.”
Main Inspiration For Success
Though neither of his parents are entrepreneurs, Resh credits them as
his inspiration. Spirituality is vital to him as a Christian; his mother
instilled those values in him. His father taught him how to “lead people
with love.” His parents also ingrained in him the importance of giving
and blessing others, which is why he’s such an advocate of that now.
“Make every detail perfect and limit the number of details to perfect.”
—Jack Dorsey
 158

His mentor, Shawn, also inspired him.

Follow Reshveen Rajendran on Instagram!

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past month and see where you can keep more money.

FROM TRASH MAN TO CASH MAN

If you want to take true ownership over your life, read Myron Golden’s
story.

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“Ideas are easy. Implementation is hard.” —Guy Kawasaki

 160
“Wow, You Can Survive Without Having a
Job”
Myron was born as the second of seven sons to two hardworking
parents. When he was 16, his father came home one day—whether
he had quit or gotten fired was unclear—but he said, “I’m never
working for anybody again” and started his own plumbing business.
That’s when Myron first became aware of the entrepreneurial path.
He graduated high school, went on to college, and quickly married
his college sweetheart, only to realize he had no idea how to not be
broke. So finally, after moving across the country, he got his first job
as a married man (with a baby on the way) driving a garbage truck for
$6.25 an hour.
But he didn’t want his job to define him. So he started a business on
the side, selling financial services. The problem was he was terrible at
sales—so bad it took him a year and a half to make his first sale!
“I’ve coached a boatload of people since then—thousands—one of
the things I’ve discovered is that most people don’t have the ability
or the willingness to last through a learning curve where they’re not
making any money for 18 months.”
Never Give Up
Myron had a multi-level marketing company and did network
marketing for other companies. Eventually, after much practice, he got
good at it. In 1999, he had his first 6 figure year.
“People say, ‘well, that’s a long time,’ but the 14 years is going to go
by whether I make six figures or not.”
“It is always the start that requires the greatest effort..” —James Cash
Penney
161
Within 4-5 years of that time, he had his first seven-figure year.
“So, what a lot of people do is, when something’s not working for
them, they assume it’s not working, so they stop working on it. And
as soon as they stop working on it, it stops working on them, and
now they get congratulations, you get to go back to your old life.”
The Art of High Ticket Sales
“High ticket sales is nothing more than [...] having the ability to
produce a high-value result for somebody other than yourself.”
Many people think high ticket sales has to do with “being a good
talker,” Myron says, but that couldn’t be further from the truth.
High-ticket sales is easy if you have a large pool of people with a big
problem they’re willing to pay a lot of money to solve. According to
Myron, if selling is difficult for you, that’s likely a sign that you’re
thinking about yourself rather than your prospects.
Mindset Shift For 8-Figure Entrepreneurs
“It’s an awareness of the principle that I call the principle of infinite
abundance—and infinite abundance states that there’s more than
enough for everybody to have more than enough and there’d still
be more than enough. Abundance is like oxygen. It doesn’t come in
limited supply.”
“Have the end in mind and every day make sure you’re working
towards it.” —Ryan Allis
 162
Entrepreneurs who have a difficult time are probably stuck because
they haven’t cultivated enough empathy to figure out what someone
else wants. Myron says when he meets with his clients, it’s so clear
he’s spent much more time than them thinking about the problem and
figuring out how to solve it—that’s why they’re comfortable paying
him to shortcut the process. Many entrepreneurs frankly don’t know
how to sell. Myron does, but that’s because he’s had thousands of sales
calls and asked for customer feedback, which he says is the “breakfast
of champions.”
Becoming #1 In Your Marketplace
Myron warns against seeing your colleagues as your competition. He
and his friend Dan Henry both teach how to sell high-ticket, and their
clients often join the other’s program after graduating from the first.
“I believe competition is more a figment of people’s imagination
than anything else.”
No one teaches the exact same thing as Myron because no one else has
had the exact same experiences that led them to the same conclusions
he came to.
“I’m dominant in my marketplace because I’ve dominated my
knowledge base…”
What Would You Do If You Had to Start
Over?
If he was starting from scratch, Myron says he would develop a
“It’s not about ideas. It’s about making ideas happen.” —Scott Belsky
163
valuable skill and sell it for a premium price. He would start with a
high ticket offer and work his way down the value ladder.
“My philosophy on high ticket sales is this: if somebody can’t take
what I’ve sold them... if they can’t 10x the value of the money they’ve
paid me in 12 months or less, I’ve overcharged them.”
Myron’s Productivity Tools
“Automation and delegation, and delegation for the automation.”
For automation, Myron suggests:
» ClickFunnels
» Slack
» Trello
» Autoresponders
Delegation means that you should hire somebody to do:
» Everything you’re not good at
» Everything you don’t like to do in your company
» Everything that isn’t a good use of your time.
Daily Routine
Myron’s routine shifts every day. However, here are the constants:
“There’s nothing wrong with staying small. You can do big things with
a small team.” —Jason Fried
 164 165

» Reading “…not doing that was a mistake that literally cost me more headache
and more anxiety in my life than any other thing.”
» Praying
» Soaking in Epson salt
Follow Myron Golden on Instagram!
» Laying on a pulse electromagnetic field mat
» Doing some form of physical movement
ACTION ITEMS
» Spending time with people he loves
» If you don’t have one now, make a plan with deadlines for hiring a
financial team

Advice To His 20-Year-Old Self

“Find a business coach who has already done what you already
desire to do. Pay them whatever they charge, and do everything they
tell you to do, whether it makes sense to you or not.”

Biggest Achievement and Future Goals

Myron is most proud of his family. He’s been married for 36 years, his
son and daughter are business partners, and his brothers are still his
best friends.

“To me, business is like a game… it’s great, but at the end of the day,
it’s just a game, and the money we make is how we keep score.”

Biggest Mistake
Myron’s biggest mistake was not hiring a good financial team early on.
As a result, for a long time, the company’s money and his money were
one and the same—not a great state of affairs.

“Never give in—never, never, never, never...” —Winston Churchill “The secret to successful hiring is this: look for the people who want to
change the world.” —Marc Benioff
FROM DEAD-END JOB TO RUNNING A
FAST-GROWING UNICORN COMPANY
If you’re sick of your job, read Blake Nubar’s story.

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 168
If At First, You Don’t Succeed…
Blake started out working 9 to 5 for a fitness company. After nine
months of developing a particular project, Blake handed it off to the
marketing team, who couldn’t sell it no matter what they tried. Around
this time, he became aware of Russell Brunson through one of his ads,
which introduced him to the world of internet marketing. He returned
to his workplace excited to sell fitness products through sales funnels.
They launched a new webinar funnel and got… crickets. It looked like
it would be the same thing all over again. Then, something incredible
happened. Blake hit the refresh button, and boom, a sale. Blake walked
into the office the next day and quit his job, seeing internet marketing
as a new opportunity he had to jump on. He never looked back.
Converting Social Media Into a Funnel
One day while on Facebook, Blake saw a post that caught his attention
and tapped on the profile. That’s when it clicked. If he was doing this,
chances are tons of other people on Facebook were doing the same. So,
he decided to turn his social media profile into a landing page. Nine
days later, he generated $25,000 in sales for his business.
“There’s this hidden traffic source on Facebook that happens
constantly. No one’s really aware of it because you can’t see it, you
can’t track it, it’s just people that come and go… and people are
really missing out by not having their profiles optimized…”
Launching Imperfectly
“In the beginning of any business, the only thing that matters is
generating sales…”
“When everything seems to be going against you, remember that the
airplane takes off against the wind, not with it.” —Henry Ford
169
When entrepreneurs launch something for the first time, they want it
to be as perfect as possible so that they present themselves well in the
marketplace. When trying to make things perfect, chances are you will
never actually launch. You may delay for weeks or months in which
you could be making money. Blake urges entrepreneurs to get products
into the marketplace as soon as possible.
“You’re better off getting something in the marketplace that you
probably hate when you launch it and letting the marketplace kind
of tell you the direction to steer the ship…”
Fastest 2CC Award Winner
Blake holds the record for the fastest climb to the 2 Comma Club after
joining ClickFunnels—43 days. Now he’s even broken that record—
his fastest race to 7 figures is now 25 days.
“You can show someone the end result, but it’s hard to show them
the madness that goes into getting that end result.”
Why Most Launches Fail
“You have to get like 15 things correct to have a chance at success.”
It usually comes down to market research, Blake says. Most people
create products with themselves in mind rather than alleviating pain
for others. They either don’t understand their target market’s needs,
“If you’re not a risk taker, you should get the hell out of business.”
—Ray Kroc
 170 171

wants, pains, and desires, or their product doesn’t actually solve a Monday & Trello: For product management
problem. He also emphasizes that you need a new opportunity, not just
an improvement offer. Slack: For company communication

“I think a lot of people focus on the funnel first, which is actually Advice To His 20-Year-Old Self
the last piece of the puzzle. You should be focusing on the message
If your business isn’t growing, Blake says, it’s probably because you
and the offer. You should be focusing on answering one very specific
don’t have a big enough idea. Take time to understand your market and
question, which is ‘what is a pain I can kill for customers I want to
what they’re struggling with, and go all in on a big idea. Maybe even
deal with on a daily basis?’”
one so ambitious it scares you. Focus on something that you can do for
the long term.
Acquiring Clients as a Marketing Agency
Blake closed his agency’s doors in 2017 to work on his own products.
But at the time, he didn’t have a refined sales process, or webinar
Biggest Achievement and Future Goals
funnels, or any of the infrastructure that most agencies have. He Hitting eight figures a year was a big achievement for Blake. He also
credits his ability to draw big clients to the fact that: recently got engaged. His next goal is to find another scary big idea
and generally level up.
» People want to do business with those they like
» He was able to give real success to the people he worked with
When you get actual results for your clients, they become brand
Biggest Mistake
ambassadors, and your client base grows through word-of-mouth. Blake’s big mistake early on was pursuing ideas that didn’t fit into his
market. Another mistake was constantly hopping from one idea to
another.
“…everywhere you look, someone’s preaching ‘get more clients, get
more clients,’ and we didn’t really look at it like that. We looked at it
as how we get book wins for our clients, and when you do that, more “The biggest mistake would be lack of focus on something that didn’t
people want to work with you.” necessarily give you instant gratification, but it could be something
that could be massive in the future if you just stick with it.”

Blake’s Productivity Tools

Blake has a large tech stack, but the three most important ones are:

“Always deliver more than expected.” —Larry Page “A person who never made a mistake never tried anything new.”
—Albert Einstein
 172

Main Inspiration For Success

“I know what it was like to be dead broke and not really have
direction on where I want to take things. And when I made my first
sale ever in my life, it completely transformed probably who I was
and what I was capable of doing. And I think by giving people that
same feeling and that same kind of reward can change their life the
way it’s changed mine.”

Follow Blake Nubar on Instagram!

ACTION ITEMS
» What are 2 ways you can optimize your Facebook profile?

FROM GROWING UP BROKE TO

AMAZON MILLIONAIRE
If you’re interested in using Amazon to get your freedom, read
Benjamin Tan’s story.

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“It’s almost always harder to raise capital than you thought it would
be, and it always takes longer. So plan for that.” —Richard Harroch
 174
From Bankrupt to Baller
Ben grew up in a bankrupt household. Ever since he was little, he
wanted desperately to break out of the poverty cycle. Robert Kiyosaki’s
book, “Rich Dad, Poor Dad,” opened his eyes to the possibilities.
“Every single thing I tried was simply a stepping stone. It gave me
the skills, the knowledge, the network required to go to the next
level. Every single setback is a setup for the next comeback.”
Now Ben coaches Amazon sellers on how to grow their businesses into
money-printing machines.
How Amazon FBA Works
By being a third-party seller, you can leverage more than just
Amazon’s customer base; you can leverage the trust Amazon has
built as well. You also leverage their entire fulfillment network, which
covers more than just the hundreds of warehouses spread across the
U.S.
All that the seller has to do is identify good products, find a good
supplier, and find a way to sell the product.
How Ben Sold $1M+ In the 1st Year
Ben made his first sale in March 2017, and late that same year, he
was brainstorming his next moves. Ben knew he wanted whatever he
attempted to be scalable, something that would allow him to work from
home, and something he could do for at least several years. So when
he found Amazon, he decided to go 100% all-in and focus all of his
“It’s hard to beat a person who never gives up.” —Babe Ruth
175
energy there. Ben credits his quick success to that laser focus.
“I believe if you want to do something, you don’t do it half-heartedly,
which means don’t do it like 50/50. Don’t make it a try. Make it a
must.”
How To Stand Out on Amazon
The real way to stand on Amazon, Ben says, is not to choose the right
product but to choose the right people you want to sell to. Once you
know your target market, deciding what products they’re likely to buy
becomes easy. Ben had this mindset shift while working with one of
his mentors, and now he teaches it within his community.
“We get very focused on the thing that we are selling, but what most
sellers fail to see is that behind every single purchase, there is a
person.”
Future of Ecommerce with Amazon
While e-commerce continues to boom, Ben says, competition on
Amazon will get much higher. This is because the entire world knows
that Amazon is one of the biggest marketplaces for English-speaking
countries. As a result, the number of new sellers on Amazon in the
past couple of years has skyrocketed.
“That is why education is the key—because if you’re going to do
something, you don’t want to be doing what people used to do 3 to 4
years ago. You want to be thinking ahead and doing something that
no one else is doing.”
“It’s necessary to find a mentor who can invest time to know your
personal capabilities and business model.” —Nigel Davies
 176
Scaling to Eight Figures
Ben says that if you can get other people what they want, they’ll get
you what you want. Ben’s focus has never been on the numbers. When
he got into this space, he saw a lot of unethical coaches in the market,
and everyone was there for the income, not the impact. One of the
reasons Ben believes his program has such a high success rate is that
he helps his students in every area, not just one.
“So the reason why we have scaled pretty fast is because our
students have results, and when you have results, people want that
kind of result and that’s when we started growing.”
Ben’s Productivity Tools
He believes in the theory that 80% of your results come from 20%
of your work. Ben doesn’t focus on the small stuff, only move-the-
needle actions and projects. At the beginning of any entrepreneur’s
journey, you’re doing every little thing yourself. As soon as your
business stabilizes, however, you should start replacing yourself with
specialists—a marketer, another coach, an ad specialist, etc.—and
eventually hire a manager to run the business itself. Then, you
only have one person to manage, rather than a whole staff’s worth.
Regarding actual tools, he mainly uses Google Drive’s services, as well
as ClickUp, Airtable, and Slack.
“In every area of our business, if we can systematize it, if we can
automate it, we will definitely do it.”
Ben’s Daily Routine
» 6:00am–8:30am: Spending time with his son from until he goes to
“If you’re starting something on your own, you better have a passion
for it, because this is hard work.” —Sallie Krawcheck
177
school
» 8:30am–12:00am: Get the most esssential items done
» 12:00am: Go to the gym if it’s a gym day—otherwise, eat lunch
and keep working
» 4:00pm: Picks up son from school and spends time with his
children
» 9:00pm–12:00am or 1:00am: Finish work for the day
Ben recognizes that he doesn’t get a lot of sleep, but he says he doesn’t
need it because of the high quality of rest that he gets.
Advice To His 20-Year-Old Self
“Try more stuff and fail faster…the cost of failure when you’re 20
is so minuscule compared to the cost of failure in your 30s and your
40s.”
Later in life, various commitments—marriage, children, and so on—
add up and make something like entrepreneurship much riskier. Do not
be afraid to fail, Ben says. Also, surround yourself with people who
are where you want to be. Find those people through either earning
your way in or buying your way in.
Biggest Achievement and Future Goals
Ben’s proudest achievement is being able to impact hundreds of people
by teaching them how to sell. However, his current operation is only a
stepping stone to bigger things. His next goal is:
“If we are going to be part of the solution, we have to engage the
problems.” —Majora Carter
 178 179

» To make 100 7-figure businesses ACTION ITEMS

» To agglomerate them into one company and sell it for a huge » Who are three people you can invest in to help you not make costly
payday. business mistakes? What dates of the year will you reach out to
them?

Biggest Mistake

“The biggest mistake in my life was when I was trying to save

money.”

When you start a business, Ben says, you have two choices: to figure
it out on your own via YouTube or a course, or to pay someone to
teach you. Most people choose the former, and Ben was one of them.
When he started out selling on Amazon, he got a cheap online course,
watched a ton of YouTube videos, and believed himself to be an expert.
As a result, a couple of months in, he was stuck and second-guessing
every decision he made because he didn’t have the knowledge he
needed.
Anytime you don’t have clarity as a business owner, you won’t be able
to move forward. Ben decided he needed to learn from the best, so
he paid $8,000 and flew to the U.S. from Singapore to attend a 3-day
event from one of the top Amazon sellers in the world. Investing in
himself like this not only saved him money in the long run by avoiding
costly mistakes, but it saved him time as well. And as Benjamin says,
“In any business, time is the most valuable asset.”

Follow Benjamin Tan on Instagram!

“I’m always tweaking, always trying to make it better, constantly “It starts with not having a hangover with the way things used to be.”
moving the levers and dials.” —Steve Ells —Kevin Plank
FROM UNFULFILLED CORPORATE
WORKER TO AGENCY COACH
Read Amiee Ball’s story if your goal is to spend more time with
your children.

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 182
There’s Something Missing…
Amiee initially took the same route many did. She went to college
and got a 9-5 working for a corporate company. But once she worked
her way up the ladder, she found herself unfulfilled. She resented that
she had to sacrifice time with her two small children for a paycheck.
So Amiee decided she wanted to become her own boss. She got into
the digital marketing space and found some quality mentors. Next,
she started a side hustle. Within a year, she was making double from
her side hustle as she was her full-time job. That’s when she decided
to quit. For the past seven years, she’s grown her business to over
seven figures. She now coaches other agency owners on how they can
do the same .
The Main Problems in Running an Agency
Many agency owners will complain about needing more automation,
getting more clients, retaining more clients, etc. But, in reality, these
are all symptoms of a much bigger problem: they lack a good business
model. As a result, most agency owners don’t offer unique value to
solve the client’s problems. It’s not their fault, though, Amiee says, as
these owners only do what they’ve been taught. Instead, what owners
need to learn is how to make a valuable offer.
“So what’s happened is, unfortunately, online marketers have
essentially become like that schmucky, slick-haired used car
salesman of the digital world.”
How Agencies Can Avoid Burnout
“... burnout for agency owners happens, I think, due to what I
“Only the paranoid survive.” —Andy Grove
183
call the ‘Deadly Domino Effect.’ And it essentially only takes
three dominoes to fall before burnout happens: you have a lack
of prospecting, sheer desperation, and then lack of repeatable
processes.”
No one likes prospecting, as no one likes rejection, but you can’t get
around it as an agency owner. Then desperation sets in, and they start
offering anything to anyone who will listen, as they just want to make
ends meet. As a result, they end up with low-quality clients demanding
them to practically build their business from the ground up for them.
Then, because they’re talking to penny-pinchers, they get haggled
down to a meager price for a ton of work. This happens until the
agency owner is physically, mentally, and emotionally exhausted.
How To Get Appointments with Dream
Clients
Amiee says you need to understand your niche and where the
problems and pains are.
“I don’t think personally it’s always about price. I think it’s always
about value.”
If you can understand your customer and show them that you do,
they will be receptive. It’s all about positioning. Then you tweak your
message as you learn more about your audience and grow. You also
need to know your numbers—keep track of your prospecting method
and their results, your close rate, your conversion rate, and so on.
Without this data, you can’t optimize where your time and money is
spent.
“Don’t let others convince you that the idea is good when your gut tells
you it’s bad.” —Kevin Rose
 184
“So it goes back to understanding what your positioning needs to
be, based on the biggest problem of the niche, and how you use your
skills in order to solve that problem. And when you can pull those
three things together then regardless of the business owner, trust me,
if they know you’re going to solve the problem… they will find the
money to pay you.”
How To Scale an Agency
To scale, you have to look at where the bulk of your business is.
“You need to look at, number one, what’s making your agency the
most money out of all that clients that you have, and look at scaling
that as a product… when you can take the services that you offer
that are really, like we said, solving the problems and create a
product around it, well now you have something that’s essentially
scalable and repeatable.”
A reason Amiee thinks so many agency owners lose clients is that the
onboarding isn’t the same, and they don’t do a good job of setting
expectations from the beginning.
Aimee’s Productivity Tools
Aimee’s business is transitioning to High Level to take many of the
integrations and tools she uses and condense them into one platform.
She also uses ClickUp.
Advice To Her 20-Year-Old Self
“In the age of transparency, honesty, and generosity, even in the form
of an apology, generate goodwill.” —Alexander Asseily
185
“It’s only when you start creating problems for yourself that it allows
you to see all the possibilities.”
Only when you force yourself out of your comfort zone or take a
risk will you align yourself with true success. Don’t scramble to get
everything perfect before you take the plunge. Instead, solve problems
as they arise .
Biggest Achievement and Future Goals
Amiee considers her biggest achievement to be learning to use
leverage for improvement and growth. She wants to control her time
and money so she can enjoy that time. Her next goal is to help 1,000
other agency owners create a profitable business.
Main Inspiration For Success
There’s no single person who’s responsible for Aimee’s success. Still,
she’s the type to find mentors to help her with specific problems she’s
having at the time. Her inspiration, however, is her children.
“What it all comes down to… is that make sure your actions speak
louder than words.”
Follow Amiee Ball on Instagram!
“Remain self-funded as long as possible.” —Garrett Camp
 186

ACTION ITEMS
» The 3 dominoes in the “Deadly Domino Effect” is the lack of
prospecting, sheer desperation, and a lack of repeatable processes.
Which one of these three dominoes do you need to take care of the
most? How will you fix it, and when?

FROM WEST AFRICAN IMMIGRANT

TO BECOMING A BEACON OF HOPE
FOR HIS PEOPLE
If you want to give hope to others, read Hadji Sall’s story.

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“I am the master of my fate: I am the captain of my soul.” —William

Ernest Henley
 188
Humble Beginnings
Hadji was raised in West Africa but moved to Atlanta, Georgia. He
grew up seeing poverty around him. His parents worked two and three
jobs to make ends meet. Hadji, however, knew he was destined for
greatness and meant for so much more than a job.
How to Create Irresistible Offer
“If you’re trying to be really good at marketing, it means you don’t
have a good product.”
Hadji came to this conclusion by watching his friend, who was making
$100,000 a month selling durags (headscarves for black men). While
Hadji was watching tons of courses, reading books, and studying on
overdrive, his friend was doing none of that and making a seven-figure
income. That’s when Hadji realized he had a product no one wanted.
Best Traffic Sources
All the traffic sources, from billboards to Facebook ads, work. It’s just
a matter of creativity, Hadji says.
“The number one thing is that you just want to focus and get good at
one traffic source. Don’t try to do a bunch of traffic sources all at the
same time.”
Hadji does a lot of offline ads, such as buying banner ads at NYC delis.
“I think I can. I think I can. I think I can. I know I can.”
—Watty Piper, The Little Engine That Could
189
Wherever there are eyeballs, there’s traffic, and he’s focused on trying
to tap into that traffic in creative ways.
Building Systems in a Digital Business
Hadji believes in simplicity. If any project goes beyond five steps,
it’s likely to break apart. It’s also essential, he believes, to create a
system that complements your personality and what you want to
do. Hadji never wanted his face to be out there. He was never going
to be the entrepreneur doing webinars and Facebook lives. So he
created systems that allowed his business to function without him as a
spokesperson.
“The biggest thing about how to build systems is don’t copy someone
else’s shit.”
How to Effectively Use Solo Ads
Most people do solo ads, Hadji said, by just buying an ad and
spamming someone’s email list. This is completely wrong. To do it
right requires legwork. First, you need to get out there and network
with people before asking how much it would cost to send an email to
their list. To accomplish this, Hadji goes through this process:
» Make a Dream 100 list
» Contact everyone asking for their price
» Look through their content to see how engaged their audience is
» Send email copy
» Waits for the traffic to come in
“It is our attitude at the beginning of a difficult task which, more than
anything else, will affect its successful outcome.” —William James
 190 191

Advice To His 20-Year-Old Self
Hadji would tell his younger self not to stress so much because his
success is coming in due time. Mainly, he would advise him to build a
good product immediately.
ACTION ITEMS
» Which traffic source will you master? Write three ways you can
master a single traffic source with new routines for you to follow
for the next three months.

Biggest Achievement and Bigger Goals

Hadji’s biggest accomplishment is being a beacon of hope for
his people. He grew up literally sleeping in the dirt in one of the
poorest countries in Africa, and he still knows so many people still
living in those conditions. Because of this, his next goal is to create
opportunities and high-paying jobs for people like him.

Biggest Mistake
Hadji’s biggest mistake was not appreciating his mistakes and the
lessons they taught him.

Main Inspiration For Success

Hadji’s main inspirations are the people who have less than him. Hadji
sees people as people, even those who are often ignored by society—
such as the homeless or the poor in his home country. He deeply feels
their pain and struggles, so his motivation is always to help those
people.

“That’s my purpose, and that’s what pushes me.”

“Life is like riding a bicycle. To keep your balance, you must keep “Perfection is not attainable, but if we chase perfection we can catch
moving.” —Albert Einstein excellence.” —Vince Lombardi
FROM MARKETING ROOKIE TO
AGENCY AVENGER
If you’re a rookie with big dreams, read Fabio Soares’ story.

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 194
Earning His Way In
Fabio was introduced to marketing in 2016. He realized he wasn’t an
expert in anything, so he dedicated his time to becoming an expert
in one area: traffic. Through developing this skill, he got hired by a
Brazilian agency to run their ads for them. There he got to practice
doing over 200 launches and webinars. With this under his belt, he
opened his own agency and entered the U.S. market. His first client led
to his first 2CC Award.
Best Way to Generate Leads Online
While some people are adamant that their way is the only way,
“Anything can work,” Fabio says. However, no matter what your
lead magnet or client acquisition process is, if you can’t get people to
consume the material, you won’t influence them. What’s been working
well for Fabio is controlling the process so that you don’t introduce
clients to certain funnels until they’ve consumed particular material.
The page after his lead magnet allows people to book a call with him,
and in general, 1–3% take him up on that offer. Some of those leads
do indeed convert to high-ticket clients. His process is geared toward
identifying hyper-motivated buyers and giving them an opportunity to
ascend the value ladder quickly. When he was first starting, his main
form of advertisement was simple word-of-mouth. If you’re running an
agency and your not retaining clients or getting referrals, chances are
your services simply aren’t that good yet.
“It started with one client where I did a good job…and that one
client—one—is responsible for everything that happened to my
agency up to today.”
“Out of difficulties grow miracles.” —Jean de la Bruyere
195
How to Launch Offers
“The number one part of the process is to make sure I build
influence and audience.”
In any given market, only about 1–5% of people are ready to buy at the
moment. The rest are in various other stages of awareness and need
more time. The problem with using webinars to sell is that you—and
everybody else—are targeting only that tiny percent of the market,
making it super competitive. What Fabio does is use video ads to
get people’s attention. He constructs his content with a very specific
aim—to attract the right avatar and repel the wrong one. That way,
people who see his webinar have already been influenced by him and
are excited about what he says. He only brings warm audiences into his
webinars. Then he builds several points of entry to get his customers to
the same place: a sales call with him.
“Once you nurture them well enough… whether it’s a webinar or
sales call… you don’t have to have the best copywriter in the world
anymore. You don’t have to be as aggressive because they already
bought into you.”
Fabio’s Productivity Tools
» Trello
» ClickUp
» Clickfunnels
» Active Campaign
“Ever tried. Ever failed. No matter. Try again. Fail again. Fail better.”
—Samuel Beckett
 196 197

» Acuity skyrocketed his skills. Lastly, his spirituality as a Christian is very

important to him.
» Lucidcharts
» Social Monuments
Follow Fabio Soares on Instagram!
» Wisely
» Loom
» Telegram
POINTS TO PONDER
» What’s one new network of people you can pay your way into so
you can go where you need to go? when will you join?
Advice To His 20-Year-Old Self
Fabio’s advice would be to rent someone else’s brain as soon as
possible and buy your way into a network of people who can help you
get where you’re trying to go.

Biggest Achievement and Future Goals

His biggest achievement was getting married in 2020. His second big
accomplishment was creating a funnel that made him $20 million.

Biggest Mistake
Fabio really wishes he would have joined some kind of mentorship
program sooner.

Main Inspiration For Success

Fabio’s biggest inspiration is his wife—a high-ticket closer. His second
is Russell Brunson, who coached him and created the community that

“You are never too old to set another goal or to dream a new dream.” “You must do the things you think you cannot do.” —Eleanor
—Audrey Hepburn Roosevelt
 FROM MILITARY PERSONNEL TO
FOUNDING MORE THAN 30 STARTUPS
If you want to hear from the father of digital marketing, read Mark
Joyner’s story.

Want to watch the interview for yourself?

Click the code above!
 200 201

Founding Digital Marketing usually take a day or even a week.

The internet, originally named ARPANET, was created by the military
to have uninterrupted communications. Mark’s uncle, who he lived
with, was a rocket scientist and had an ARPANET machine in his Staying Fit as an Entrepreneur
house. Eventually, Mark joined the military himself. It was the 1990s,
and Mark was getting on the newly-publicly available internet and
“I would never give up being fit for any amount of food or anything.
bulletin board systems. He didn’t set out to be a digital marketer or any
Nothing compares to it in terms of your general sense of well-being,
kind of marketer at all. He was simply an entrepreneur experimenting.
your productivity, your health, your longevity, all of that.”
When other people saw the results he was getting, they began asking
him to reveal his secrets. That was how he accidentally became “The
Digital Marketing Guy.”
Being fit and healthy, Mark says, is a non-negotiable for entrepreneurs.
Don’t listen to your peers who tell you to splurge on fancy foods and
booze. “I don’t have the time,” is not a good excuse.
What Mark Would Do If He Was Starting
Now
“You don’t have the time not to do it. This needs to be your job.”
The first thing Mark would do is become an integration marketing deal
broker. This position involves putting two businesses together so they
can be mutually profitable. The next thing he would do is become what Once you get the discipline down and view exercise as a duty, your
he calls a “Mutant Middleman,” which means he would: productivity will skyrocket. There’s a ton of bad fitness advice out
» Build trusting relationships with people there, and everyone needs to experiment and find what works best for
their body. Don’t believe fitness gurus who tell you their way is the
» Glean information from many different sources only way.
» Give an accurate picture of the landscape of what’s happening

Getting Stuff Done with Simpleology
Simpleology, Mark’s company, “allows you to take, in the simplest
sense, take the information that you believe is important, go through
a series of decisions about that, and then at the end of that process you
realize ‘oh, actually only a tiny handful of things are really important
for me to do right now.” It helps you get done in 2 hours what would
Marketing Mistakes
The biggest problem with entrepreneurs isn’t a marketing problem,
Mark says, but a productivity problem. However, as far as marketing
goes, he encourages business owners to get out of their heads and into
their customer’s.

“You’re braver than you believe, stronger than you seem, and smarter “Timing, perseverance, and ten years of trying will eventually make
than you think.” —A. A. Milne you look like an overnight success.” —Biz Stone
 202
“…If all you care about is your own individual ends, your marketing
is going to be pitchy and solicitous, and people will smell it on you.”
Nothing feels better than genuinely caring and helping another human
being. The more you do that, the more conviction you’ll get in your
mission.
Daily Routine
Mark uses Simpleology to manage his daily schedule. He makes sure
to keep himself hydrated and to eat 1–2 meals a day. He exercises
and makes sure to get plenty of movement. He practices martial arts,
including MMA and Brazilian Jiu-Jitsu, every day. In the evenings,
he likes to have recreational time. He takes one day a week where
relaxation is the only thing on his agenda.
Advice To His 20-Year-Old Self
“Believe in yourself, don’t let people get in your head, don’t listen to
the negative feedback or the positive feedback… you want to remain
humble, you want to remain empathetic with people, but you want to
remain true to yourself… read Shakespeare… take your productivity
very seriously, take your health very seriously, take your compassion
for other people very seriously, take your compassion for yourself
very seriously. Very seriously understand you’re a part of a very
complex ecosystem that we do not fully understand.”
Biggest Achievements and Future Goals
Mark considers the best thing he’s done is master himself to a high
“We can’t retract the decisions we’ve made. We can only affect the
decisions we’re going to make from here.” —Nick Rice
203
degree. He has many future goals:
» Constantly improving himself
» Having a positive impact on the world
» Increasing Simeplology’s reach
» Helping business owners navigate in these perilous times
Most importantly, he would like to make people more aware of the
forces in the world that are trying to take away our freedoms.
“We, as individuals, need to be a bastion against [centralization].
Otherwise, our freedoms will be taken away from us. We all need to
have that awareness.”
Biggest Mistake
“Letting go of my fitness in different times certainly has been an
enormous mistake. Business partnerships where I did not listen to
my gut, where there were people that I knew had moral failings…
associating with people that I knew had tendencies that were going
to push my tendencies in the wrong direction… Another one is
getting wrapped up in dogmatic points of view. That always leads to
disaster.”
Main Inspiration For Success
Mark’s biggest inspiration is “understanding that stagnation is death.”
You are either growing or dying, and he always wants to grow
and improve himself. He also learned from several key influences,
including Robert Anton Wilson, Ted Nicholas, Gary Halbert, Joe
“Be nicer to your customers than your competitors.” —Richard Reed
 204

Sugarman, Joe Vitale, and many others.

Follow Mark Joyner on Instagram!

POINTS TO PONDER
» You’re always either growing or dying. What’s a part of your life
that you’re not purposefully growing? It could be fitness, diet,
spirituality, etc. How will you grow that part of yoru life from now
on?

FROM BROKE MUSICIAN IN HIS 30’S

TO SUCCESSFUL ENTREPRENEUR
If you never succeeded in your 20’s, read Bob Dorris’ story

Want to watch the interview for yourself?

Click the code above!

“You may be disappointed if you fail, but you are doomed if you don’t
try.” —Beverly Sills
 206
From Serial Failure to Marketing Expert
Bob has tried more careers than you can count and failed at all of
them, to the point where he was in his 40s and waiting tables to make
ends meet. It wasn’t until he started online that he saw any success
from anything he did. He had always dreamed of working from his
computer, and soon he got to live that dream. It started with him
creating a cover for an ebook he hadn’t written yet. But he put the
cover on eBay just to see if anyone would buy it. To his surprise,
someone offered to purchase it for $30. Learning the hard way that you
have to sell something expensive to make a good profit, he found an
underserved product sold by a manufacturer that didn’t know how to
market. So Bob offered to sell it for them if they would cover shipping.
Having no idea what he was doing, he somehow managed to make
some sales.
Why Affiliate Marketing Is Bob’s Go-To
After Bob had a good amount of success online, he decided to go into
coaching people. The problem is that there are two parts to a coaching
business: getting clients and coaching clients, both of which take a
lot of time. He also didn’t enjoy coaching nearly as much as he had
imagined. So, he decided he just wanted to do the marketing part,
and he could promote someone else’s coaching, so the fulfillment part
wasn’t on his shoulders. That’s how he got into this space. Bob says
affiliate marketers’ biggest mistake is marketing the product rather
than themselves.
“As an affiliate marketer, you really want to brand yourself.”
Reasons Most Affiliate Marketers Fail
“Don’t worry about funding if you don’t need it. Today it’s cheaper to
start a business than ever.” —Noah Everett
207
» They’re selling a product, not making it an offer
» They aren’t branding themselves
» They falsely believe that the company they are marketing for will
close the sale for them
» They don’t put themselves and their face out there
Roadmap to a 7-Figure Affiliate Business
There are four things you need to do if you want to be successful, Bob
says.
» The first thing is an audience, whether that means creating a
Facebook group or getting people onto your email list
» The second item is authority—when you speak, they should listen
» Thirdly, you have to learn how to make irresistible offers
» Lastly, you must master sales and do so in a non-sleazy way
And when you’re interacting with the audience you’ve built, ensure
your content is centered around stories, not education. No one can
remember who wrote the last piece of educational material they read,
but they do remember a powerful story.
Bob’s Productivity Tools
Bob tracks obsessively—how many new friends on social media he
made that day, and how many accepted his initial contact, whether or
not he’s followed up with them and more. He establishes his processes
and makes them formulaic by tracking his data. The number one thing
that helps his productivity is keeping his head in the game and staying
“In the modern world of business, it is useless to be a creative, original
thinker unless you can also sell what you create.” —David Ogilvy
 208 209

focused on his work. “Try to find a blend of things you know you like but realize that once
you start having success, you can become passionate about it…you
literally can change who you are.”
“Don’t use goals, use systems.”

Follow Bob Dorris on Skool!

His Advice To His 20-Year-Old Self
Bob recommends finding himself or somebody you trust who resonates
with you and can help you get to where you want to go. Trying to ACTION ITEMS
figure it out entirely on your own is a recipe for disaster. Getting a » Which area of your life do you need a coach?
coach is a shortcut to success.

Biggest Achievement and Future Goals

Bob considers his biggest accomplishment to be the extent to which
he’s transformed himself—from being broke and waiting tables in
his 40s to doing over $4 million in revenue online. His future goals
are to automate what he does even more and get more systems in his
business.

Biggest Mistake

“Many people might not agree with this, but my biggest mistake was
following my passion.”

Bob had always been told that he needed to be passionate about

whatever he chose as a career. As a result, Bob was a musician during
his late teens into his 30s. Unfortunately, the career left him broke.
However, he also was pleasantly surprised by some jobs he thought he
would hate.

“Success is how high you bounce after you hit bottom.” —General “If you’re not embarrassed by the first version of your product, you’ve
George Patton launched too late.” —Reid Hoffman
 IN CONCLUSION
Now you’re armed with the knowledge and tools to take your business
to the next level. But what happens now?
The answer is simple: take action! Don’t let this book gather dust
on your bookshelf or collect digital dust in your e-library. Review
the Action Items you’ve written out and make a plan to implement
them into your business. Set deadlines for yourself and hold yourself
accountable. Remind yourself of the most important items every single
day until you’ve internalized them and can remember them without
trying.
Remember that entrepreneurship is both challenging and rewarding,
and the principles presented in this book will serve as a guide to help
you navigate through the ups and downs of building a successful
online business. And when you’re ready to continue learning, come
back to this book and find something new to apply to your business.
But don’t stop there. To further your education, follow your favorite
entrepreneurs on YouTube and other social media platforms. And you
should subscribe to me too, because I’m bringing on even higher net
 THE $100
worth individuals to talk about even higher level topics soon!
I’m passionate about helping entrepreneurs like you succeed, and all
of the insights on my YouTube channel alone will provide you with the
knowledge you need to keep growing your business.

MILLION
Finally, if you’re ready to take your business to the next level and want
to work with me and my team directly, reach out here. We’ve used the
ABCDE Method to create a real online system that consistently creates
sales.

PLAYBOOK
As a bonus for reading through this entire book, here’s my entire
strategy for you to rip off and use for yourself:

Making a lot of money with an online business before you “break

through” can feel hopeless. It’s easy to get lost in a sea of information,
unsure of where to start or how to get noticed. You can spend countless
hours researching and testing different strategies and get nowhere.

And usually, once people go through this, they get frustrated, over-
whelmed, and they question whether they even have what it takes to
succeed.

As someone who’s built two 7-figure companies online by the age of 21

in India, coming from the bottom, without any special family connec-
tions, scholarships, or any other kind of special advantage, I’ve been
there myself. Believe me, this take a lot of hard work.

But if you let frustration, overwhelm, or self-doubt take over and you
don’t take action, your dreams of building a successful online business
will never become a reality. Then you’ll find yourself stuck in a cycle of
 214 215

ATTRACT
endless research and little “side-hustles,” never making any progress to-
wards your goals. Or worse, you may end up quitting altogether, feeling
defeated and frustrated for life.

So don’t give up. Read this booklet with a positive attitude and imple-
ment everything in it. If you do this unwaveringly, you will succeed.
Not only can you build a successful online business that supports the The first thing you need to do before you can make a cent of cash is
lifestyle you want, but you can help support your family and friends in attract.
their dreams too.
Your power to attract is your most powerful asset.
The way to avoid frustration, overwhelm, and self-doubt is the simple
magic bullet of clarity. If you’re clear on exactly what you need to do Why?
to get what you want, none of those emotions will get in the way. You
will just execute over and over and over again. This booklet is the key Because every little cent of money in your wallet comes from other
to that clarity. Once you’re finished with this, you can put on your people’s wallets.
blinders and only worry about executing what I tell you to execute.
If you want a successful business, you need other people to give you
The online business-building process is as easy as ABCD: that money.
Attract, Book, Close, and Deliver. This process is proven to
work. Not only because this process worked for me, but because Advertising is NOT about barging into someone’s way and yelling at
it’s also raised $100M in capital for my clients as well.
them to buy.
So if you’re running an online business, or you just want
to start one, read the following and execute it: Advertising is NOT about “shaming” and “bullying” people into buy-
ing.

Advertising is all about communication. If you want someone to volun-

tarily give you their hard-earned money, they need to be intrigued by
you and make a decision for themselves.

All you need to do is allow them to make that decision.

But first you need to attract them.

“It’s human nature to start taking things for granted again when “Remember: great achievements take time, there is no overnight
danger isn’t banging loudly on the door.” —David Hackworth success.” —Leo Tolstoy
 216
If no one is looking at you, no one will buy.
In a traditional business, here’s what you would do:
• Set your business up in a busy place
• Put a sign outside
• Wait for people to walk by
But when we’re doing online, how is this different?
It’s a little bit more complicated.
But it can give you a LOT more rewards.
Because you’re not just attracting people in your locale...
...You’re attracting people ALL OVER THE WORLD.
All you need to do is tell them what you have and watch them come in.
But there’s a catch.
90% of businesses get stuck here.
In 2023, attention is the most fought-over resource for any business.
Massive companies are fighting tooth and nail, pulling people left and
right to capture their attention.
And this free-for-all for everyone’s attention has made people in a per-
petually distracted state.
It may sound sad, but that’s the state of the world. You need to accept it
to move forward.
“You’ve got enemies? Good, that means you stood up for something in
your life.” —Eminem
217
Now...
...What does this mean for you?
It means that if you have someone’s attention...
...You have tremendous leverage.
And getting big piles of cash into your bank account gets way, way, way
easier.
There are many people who will be offended by what they read in this
book, because I’m not going to mince words. This knowledge is hard-
won, and I’m going to give you as much useful information as quickly
and as clearly as possible. For those of you who don’t want to throw the
book away when you read something you don’t like, you have financial
freedom waiting for you on the other side.
SO HOW DO YOU DO IT?
It’s simple.
Here are the 4 steps you must put in place if you ever want to compete
in the worldwide advertising free-for-all...
But first, I want to focus on an example.
This is John:
“Don’t let others decide who you are.” —Denis Rodman
 218 219

In fact, you should sit down and spend 5 hours doing nothing but writ-
ing about your audience and how they feel.

At the end of this book is a worksheet which will show you exactly how
to do this.

If you don’t know exactly who you’re trying to attract, writing any pro-
motional material will feel extremely difficult. You’ll end up staring at a
blank page for hours without getting anything done. You’ll argue with
other people on what to write, and you won’t have any certainty about
whether you’re writing the correct thing or not.

Remember, every time you write an ad, it will be based on the person
you’re trying to attract. It might sound obvious, but many people forget
this!

But you can’t just write anything about your customer. Your time is
valuable. The most important thing here is to define their pain.

There are a lot of advertising books out there that talk a lot about defin-
John is a dentist who wants to specialize in selling dental implants on- ing the avatar at first, but I think it’s more instructive to talk about how
line to people in his local area. advertising works from a bird’s eye view, without mincing words.

John’s business may be very different from yours, but you’ll be able to
make parallels to your business.
Here’s the first thing John needs to focus on to start a successful cam-
paign:
He must define who he’s attracting to the tee.
Most of the reason people buy anything is because they have a pain
they’re trying to get away from. In fact, this is a big reason people do
anything. You can get into the spiritual aspect of this and talk about
how human beings shouldn’t spend most of their time in a dissatisfied
state, but this is the way people are right now. And it’s best for your
business and your finances to take people as they are and meet them
where they’re at.

You’re going to do this too. Most of what a great marketer does is react to their target audience’s

“You’ve got enemies? Good, that means you stood up for something in “I never heard of anyone ever stumbling [upon] something sitting
your life.” —Eminem down.” —Charles F. Kettering
 220
frustrations and insecurities. The goal is to take someone who is frus-
trated and to make their day less painful, or perhaps to take someone
who’s insecure and make them feel good about themselves.
But, of course, there are many other negative emotions that influence
people’s buying decisions. People may feel fear and they want to feel
safety. People may feel hungry and they want to be full. Essentially, it
can all be boiled down to a simple formula.
This is the predicament your audience thinks they’re in:
They have a bad emotion, and they want to feel a good emotion in-
stead. But they can’t.
Now, what’s stopping them from feeling this good emotion?
That depends on the person.
If your audience is what’s called “problem unaware,” that means they
just feel bad, and they don’t know how to stop feeling bad. For example,
their teeth hurt, and that’s making them upset, but they haven’t thought
through this problem any further than that.
“Replace fear of the unknown, with curiosity.” —Dany Gokey
221
If your audience is “problem aware,” they think they found out what
their problem is. There’s just looking for a way to fix it. For example,
they know their teeth are rotting, but they don’t know what to do to fix
their problem.
If your audience is “solution aware,” they think they found out what
their solution is. They just need to fix the right person to help them.
For example, they know they need their rotting teeth to be taken out
somehow, but they don’t know who can offer them this.
If your audience is “product aware,” they think they found the partic-
ular product that works, but they don’t know which brand they should
trust. For example, they might know of several dentists who offer den-
tal implants, but they aren’t sure who to pick.
In every instance, whether your audience is problem unaware, problem
aware, solution aware, or product aware, there’s one thing they all have
in common: they have a bad emotion, and they want to feel a good
emotion.
The product contains the “key” to that good emotion. This “key” is
what’s known as the “mechanism.”
As a marketer, you need to spend all of your time communicating the
following to your audience:
“You are afraid to die, and you’re afraid to live. What a way to exist.”
—Neale Donald Walsch
 222
In other words, your audience feels a bad emotion, but you have the
key to them feeling the good emotion. All they need to do is pay a little
bit of cash.
Of course, this is a morally neutral strategy depending on what you’re
selling. You can easily use this to scam people or you can use this to
give people products t a fair price that they really do need.
Let’s look at John’s audience. What are some of the “bad” emotions that
John’s audience may feel?
• It hurts their mouth when they bite down
• They get embarrassed when opening their mouth to show their teeth
• They’re afraid of getting worse diseases
Your ad needs to acknowledge these pains and show the audience
the other side of this. You need to press down on these pains
to shake your client by the shoulders and wake them up. That’s
because they probably aren’t thinking about their problem all
day long. They’re probably thinking about their job, their family,
their finances, some political drama going on in the news, etc.
You need to press down on those pains to remind them that this
“Sometimes the poorest man leaves his children the richest
inheritance.” —Ruth E. Renkel
223
is a problem. Then you need to tell them that for just $4000 (or
some other price), they can feel good emotions instead, such as:
• No more pain when they bite down
• Feeling confident and happy when they smile
• No more worrying about getting terrible diseases from rotten teeth
John should have done his due diligence here. He should already know
exactly what bad emotions his audience feels that drives them to get-
ting dental implants. But if not, he can test out different messages to
see what gets the biggest response. Whatever marketing message makes
him the most money can be the one that he uses the most, so long as
it’s ethical and honest.
Some people may try the “disease prevention” angle and realize that
what people truly care about is having a confident smile. If you want to
create the best campaigns possible, you should try different messages.
But whatever angle you choose, it will always lead to your main offer-
ing.
This is an important thing to remember about the main offering:
“Tomorrow hopes we have learned something from yesterday.”
―John Wayne
 224
Your main offering is not just the “ key,” or the mechanism.
Your main offering is even more than just the mechanism, although
this is the main thing you need to be talking about in your campaign.
If you want more sales, you need to offer a whole lot more than just
your mechanism. You need to offer a whole package to people. This is
really what you’re offering as a business owner:
It’s the “ key,” or the mechanism, but it’s gift wrapped
along with a lot of other goodies along with it.
Those “goodies,” or “bonuses,” are anything else you give to your audi-
ence, with little cost to yourself. Some examples for John may be:
• A 30% discount on their next dental appointment
• A 20% discount for a friend of their choice
• A free electric toothbrush
But there are many different bonuses John can think of. Think of some
for your own business as well.
Now, let’s go back to talking about knowing your audience.
You need to be very empathetic with your particular audience when
you’re communicating this offer to them. They already have a particu-
lar way of thinking about their problem that you need to be sensitive to.
For example, just because they’re embarrassed about their rotting teeth,
that doesn’t mean you can call them ugly by pressing on their “pain
point” and expect to make a sale from that. The same applies with any-
thing else you may say that’s offensive to that audience. It’s also possible
that this audience will think you’re not trustworthy if you give dis-
counts. This is precisely the reason why you need to spend a good five
“The greatest weapon against stress is our ability to choose one
thought over another.” ―William James
225
hours just writing about your audience in the beginning. Throughout
your business development, you’ll want to continue learning more and
more about your audience so you can understand how you can serve
them and communicate with them better.
To understand this in more depth, fill in the Customer Avatar Sheet for
your business. Fill in your Offer Worksheet as well.
Having a deep and straightforward understanding of your
offer and your audience is 80% of your success. Don’t skip
this. The design and copywriting is secondary to this.
Knowing your audience in depth and giving them an incredible offer
that suits their wants and needs is most of this game. A lot of copy-
writers will claim that it’s all in the communication strategy, but you
should never forget your two main pillars. They are your main points of
leverage.
But what about copywriting? How much does it matter?
PERSUASION
There’s a great Mr. Beast video where a group of people are in a com-
petition to see who can give away a free car first. Whoever gives away a
free car gets to give a cash prize to their mom.
Surprisingly, this was a difficult task for all of the contenders. With the
prospect of winning $10,000 quickly, all of the contenders approached
strangers on the street and asked them in a quick, panicked way, “Do
“You will never do anything in this world without courage. It is the
greatest quality of the mind next to honor.” ―Aristotle
 226
you want a free car?”, only to get rejected.
Of course, the offer was so good that eventually someone accepted,
but this is the perfect example of people selling an amazing offer to
an audience who would want it, but failing on their communication
strategy.
And if you have a great offer, it’s your moral obligation to have great
communication with your prospects. Your product will help them, and
it’s up to you to show it. Don’t end up like the contenders in the Mr.
Beast video.
Online, it’s a little bit different from trying to get people to accept a free
car. People online, particularly on social media, are so spaced out and
so lacking in purpose that they might as well be drunk. This is true
enough to be a great framework for how you write copy. You need to
get their attention with something they care about, hold it with a great
story, dangle the benefits of your service in front of them, and then
tell them to click a button if they want to get those benefits. All of this
needs to be explained with the simplicity and flattery of getting a drunk
friend in a bar to do something they might not want to do.
So remember this framework:
Hook: The quick sentence or question that gets their attention
Story: To get them emotionally involved
Offer: Explain the benefits of the offer and get them to take action
Let’s not think about advertisements for a second and think about per-
suasion in general. If you want to convince a drunk friend “Fred” to not
drive, even though he thinks he’s not that drunk, you could use this as a
piece of copy:
“Peace is not merely a distant goal that we seek, but a means by which
we arrive at that goal.” ―Martin Luther King, Jr
227
Hook: Did you know Mike used to drive Formula One cars?
Story: When I got in the car with him, he was driving donuts every-
where. It was crazy!
Offer: Let him drive, it will be awesome!
I want you to notice a few things about this very small piece of copy:
1. The hook will instantly make Fred curious. It’s interesting, exciting,
and makes Fred want to learn more.
2. The story isn’t very complicated, but it gives Fred a taste of what’s in
store. It doesn’t need to be a grand narrative.
3. It’s enthusiastic.
4. It’s written in plain language that Fred can relate to.
5. When the offer of Mike driving is presented, it’s firm without being
bossy. It’s commanding obedience in a way that’s fun for everybody.
6. Fred’s ego isn’t being hurt here. It’s not confrontational, it’s only
focusing on the “win” for Fred.
If you wanted to turn this copy into a bigger pitch, you could also focus
on the “pain points” to persuade Fred to give up his keys. You could
say to him, “You know you’re tired, driving at night is the worst, just
let Mike drive for you” to remind him of all of the painful things about
rejecting the offer of Mike driving.
If you want to be a truly effective advertiser, you need to be able to
think of your audience as real people, and how you’d persuade them to
do anything in real life. The hook-story-offer framework is a great way
to think about this.
Of course, this can be adapted to real-life ads as well. Here’s the copy
that real companies use:
Slack
“If you want to increase your success rate, double your failure rate.”
―Thomas J. Watson
 228
Hook: Are you tired of constantly feeling overwhelmed by your work?
Story: Imagine a world where you could streamline your communica-
tions and get more done in less time. With Slack, you can reduce the
noise and focus on what really matters.
Offer: Sign up for Slack today and start being less busy.
Apple
Hook: Are you tired of conformity and sameness?
Story: At Apple, we believe in breaking the mold and doing things dif-
ferently. Our products are designed to inspire creativity and innovation.
Offer: Join the Apple revolution and think different.
Nike
Hook: Are you struggling to find the motivation to exercise and achieve
your goals?
Story: At Nike, we believe in pushing ourselves to be the best we can
be. Our products and services are designed to help you overcome ob-
stacles and achieve greatness.
Offer: Stop making excuses and just do it with Nike.
Coca-Cola
Hook: Are you looking for a fun and meaningful way to connect with
others?
Story: At Coca-Cola, we believe in the power of sharing. Our Share a
Coke campaign allows you to personalize your Coke bottles and share
them with friends and family.
Offer: Spread happiness and connection with Coca-Cola’s Share a Coke
campaign.
Mastercard
Hook: Are you tired of feeling like everything has a price tag?
Story: At Mastercard, we believe that some things are simply priceless.
Our cardholders enjoy exclusive experiences and priceless moments
“Peace begins with a smile.” ―Mother Teresa
229
that can’t be bought.
Offer: Join the Mastercard family and discover the priceless moments
that money can’t buy.
Now that you have enough context, you need to create your own hook,
story, and offer. So use the Hook Story Offer Worksheet to create your
advertising campaign.
LAUNCHING ADS
Now you have an offer, an audience, and a message. Congratulations!
Now you need to put this in front of your clients. So let’s find out where
they are. This is important because you need to tell your message to
them. You can use anything to get in front of them. Billboards, televi-
sion ads, radio ads, etc.
But your clients are almost certainly on the internet, because everyone
is on the internet these days. This is my personal favorite method for
advertising.
So if you want to get your audience’s attention through the internet,
find out what platform they use and use it. Use this outline to give
yourself context if you need it:
• Facebook is the largest social media platform, making it a great
choice for reaching a wide audience. Its advanced targeting options
allow you to create specific ads to reach your target audience.
• Instagram is owned by Facebook and is a great
platform for businesses that want to showcase
visually appealing products or services.
• Twitter is a great platform for engaging with customers
“I was raised to face any challenge.” ―Louis Zamperini
 230 231

in real-time and providing customer support. If you don’t want to spend money on ads, buy an influencer to advertise
• LinkedIn is the go-to platform for B2B businesses and allows your products for you. There are plenty of services online that can do
you to target specific job titles, industries, and companies. this for you. Google it and find the influencer agency that’s right for
• Pinterest is a visual search engine and is great for you.
businesses that focus on lifestyle, food, and fashion.
• TikTok is a newer platform that’s great for reaching When your ads are online, you need to get “leads.” In other words, get
a younger audience with short-form videos, but it is a name, an email, and, if you can, a phone number from the prospect.
attracting an older audience these days as well.
You can do this through “lead ads” on Facebook to get information
right away or through an “opt-in page.” An opt-in page is an entire page
You can experiment with different platforms in the short-term, but in
that persuades people to enter their information. This is a very effective
the long-term, you need to stick with one or maybe two platforms. You
tool that you should take advantage of.
don’t need to go beyond that.
Of course, you will need a software to create an opt-in page. I recom-
Now you need to create a video ad. Remember your message and make
mend using funneling.io for this. This software gives you the ability to
different variations on it. When you’re pushing your ad out into the
create opt-in pages, the ability to text and email your customers, see
world, you’ll need to test different angles.
your company statistics, send followup emails, and much more. Full
disclosure: I built and own this company, but my clients can attest to its
The most important part of your ad is the very beginning, so test a
effectiveness. We’ve sold tens of millions of dollars in services through
lot of different hooks and ways to open your ad. Generally speaking,
this software alone.
the later it is in the ad, the less important it is to test. This is because if
you held the attention of the prospect for the entire ad, it’s more likely
they’ll click on the button you want them to click if they had the pa-
tience to watch the entire way through.

Spending $10/day is enough to start. There is an art to this, and you

will get better with experience. Don’t spend too much time filling your
mind with theory. This book will be enough to start, but remember
to be critical with yourself and see where you’re going wrong. This is
going to be expensive for you if you don’t have experience, but it will
improve over time if you continue to learn from your mistake. Worst
case scenario is that you spend your monthly budget for ads and you
try again the next month.

“I am always doing that which I cannot do, in order that I may learn “It is during our darkest moments that we must focus to see the light.”
how to do it.” ―Pablo Picasso ―Aristotle
 233

BOOK
Now you’ve launched your ad tests and you’re getting attention. Great!

You could choose to keep spending money and hope that your leads
end up being customers. But one way you can dramatically increase the
likelihood of people buying is talking to them like a real person instead
of hiding behind your screen. Don’t be afraid of this step! Having one-
on-one conversations with your prospects and customers will make
your business much more fun and meaningful. But more importantly,
it increases sales. And in the world of business, making a sale is the
lifeblood of any company. This chapter will be all about increasing the
likelihood that your prospect not only books a call with you, but shows
up to the call as well!

If you’re dead broke and just starting out, you can give people a call
to action in an ad to call your phone number. This is a good option if
you’re doing less than $5000 a month in sales. But if you’re selling high-
er ticket items, book appointments. This method is more effective.

Make sure it’s as easy as possible to book calls with you. The more steps
you have in the process, the less likely they are to book.

One effective way to increase the likelihood of booking a call is to use

video. People are more likely to watch a video than read a long sales
letter or website copy. A video should be 7-15 minutes maximum and
should focus on selling in a non-pushy way.

Whichever booking software you choose, you need to take advantage of

“If you’re serious about changing your life, you’ll find a way. If you’re
not, you’ll find an excuse.” —Jen Sincero
 234
those features as well. On the call booking page, write persuasive copy
that highlights your credentials. Every booking software is going to
have the option for you to add automatic reminders that you can send
prospects before the call. You need to remember to take advantage of
this too.
Even when you do all of this, you’re not capturing all of the possible
prospects you can to book calls with you. There will be some people
who cancel or fail to show up. So if you want as many appoint-
ments as possible, you need to follow up! Following up can take
many forms, such as sending them an email with additional infor-
mation, giving them a call, or even texting them. The key here is to
make them feel valued... Not just like another potential sale.
You don’t need to follow up every day. Follow up two or three
times a week, and keep in my that it can take 7-15 followups
to get a positive response and book a call. If you want, you
can experiment with your communication style and track
on an Excel sheet which style of followup works best.
It’s actually pretty difficult to keep track of all the people you need
to follow up with once you have enough leads. So to keep track of
everyone, you need a CRM, or a “Customer Relationship Management”
system. This is a very simple tool that sorts your leads into different
steps in the sales process. They may be waiting to be on a call with
you, they may have recently canceled, they may have been followed
up with twice, etc. You can put this on an Excel sheet, but it’s not
always the most convenient way to do this. I’ll say it again: funneling.
io also has a built-in CRM where you can call or text customers from
the site. If you want to take advantage of that, click the link above.
At this point, you have ads, a way to book calls, and a method for fol-
lowing up. That’s amazing! The quality of these parts of your business is
going to be a huge part of your business success. But once you have this
ecosystem in place, you should focus on building your brand. People
“Step out of the history that is holding you back. Step into the new
story you are willing to create.” —Oprah Winfrey
235
are much more likely to buy from you if they can look you up online
and see your content.
So build your brand as soon as possible! Starting today, publish helpful
and relevant content every day for your target audience. This can be
in the form of blog posts, videos, podcasts, or social media posts. The
more content you publish, the higher the probability that people will
book a call with you.
The goal of posting all of this content is to create “omnipresence,”
which means being everywhere your customers are. Ideally, they
should see you 10-15 times a day. The reason Coca-Cola puts ads for
their product everywhere is to create this same effect. As people be-
come more familiar with seeing your face, they’re more likely to trust
you and book a call with you to resolve their problems.
But it’s not even enough to just post helpful and relevant content... Not
these days! You need to leverage a little something called “social proof.”
Social proof is the idea that people are more likely to do something if
they see other people doing it too. You can use social proof in many
ways, such as showcasing testimonials from happy customers, featuring
case studies, or highlighting famous figures who endorse your prod-
uct or service. Tony Robbins is a great example of the power of social
proof. If Tony Robbins endorses a product, it’s more likely that people
will buy it because they trust him and his opinion.
So remember: every time you serve someone, do better than expected
and ask them for a testimonial. If you do a great job, charge a fair price,
and work for decent people, they’ll be more than happy to give you a
testimonial.
Another way to build your brand is to create a community of
like-minded individuals. This can be done through Facebook groups,
“Do one thing every day that scares you.” —Eleanor Roosevelt
 236
forums, or even in-person events. By creating a community, you’re
building a loyal following that will continue to support you and your
business for years to come. This also helps for social proof. If you have
a loyal following, there will be evidence of this online for your prospect
to see.
And that’s all the information you need. Booking calls is an essential
part of the sales process. By using video, following up, and building
your brand, you can increase the probability that people will book a call
with you. By leveraging the power of social proof, you can go very far.
So before you go to the next chapter, make at least 10 posts on social
media (posting social proof where you can), set up a website, set up
your CRM. And remember to check on who you need to follow up
with every day!
“By changing nothing, nothing changes.” —Tony Robbins
237
CLOSE
Now you’ve put your ads online and you have methods to ensure
they’re going to show up as often as possible. In this chapter, I’ll share
with you some of our best practices and standard operating procedures
for closing sales and building sales teams.
First: if you want to do this yourself, get into communities of high
ticket closers. These communities are great for sharing tips and tricks,
as well as for finding potential team members. You can get into these
communities by attending industry events and conferences. These
events provide a great opportunity to connect with sales leaders, learn
from their insights and experiences, and build relationships. You can
also join online groups or forums that cater to high ticket closers.
Facebook and LinkedIn groups are excellent resources for finding
like-minded professionals and engaging in conversations about sales
techniques and strategies.
You can also seek out mentorship from established sales leaders. Reach
out to successful salespeople and ask if they would be willing to mentor
you. You will need to demonstrate your eagerness to learn and your
willingness to put in the work to succeed. In return, offer to provide
value to your mentor by assisting with their projects, providing feed-
back, or sharing your own knowledge and insights. Remember, they’re
the ones helping you, not the other way around.
Finally, while it’s not the best option, consider investing in courses or
coaching programs that are led by high ticket closers. These programs
“At any given moment, you have the power to say: this is not how the
story is going to end.” —Christine Mason Miller
 238
can be a great way to gain access to their knowledge and expertise, as
well as connect with others in the community. Just be sure to do your
research and choose a program that aligns with your goals and values.
Different programs will have different styles.
Here are some principles to help you close a sale:
Ask questions
The best salespeople aren’t that chatty. If you can listen to people well
and ask questions that get to the heart of their problem, people will sell
themselves. Ask questions that will get people to talk about their deeper
problems so you can understand how you can serve them best.
Stories
Stories have been used for thousands of years to help us connect with
each other. Just think about how many times you have been moved
by a great story! If you can learn to tell stories that resonate with your
potential customers, you’ll increase your chances of closing the sale.
Get them to do the math
If you’re providing a service that gives positive ROI to a business, get
them to do the math in their head. $10,000 may sound like a lot, but
what would it cost the prospect if they didn’t get their problem fixed?
Once they do the math themselves, they’ll understand the value in your
product.
HIRING A TEAM
To pick the best salespeople, it’s important to identify what skills and
traits are necessary for the role. First and foremost, effective commu-
“Learn from yesterday, live for today, hope for tomorrow. The
important thing is not to stop questioning.” —Albert Einstein
239
nication skills are critical for sales success. Look for candidates who
can articulate themselves well, both verbally and in writing. Salespeople
also need to be persuasive and have strong negotiation skills. Look for
candidates who have experience in sales, whether it’s in a related field
or not. Experience in industries such as marketing or customer service
can also be valuable.
Another important quality in a salesperson is a high level of emotional
intelligence. They need to be able to read the room and understand the
emotions of the people they are selling to. Empathy is important in un-
derstanding the customer’s needs and challenges, and how the product
or service being sold can help solve their problems.
Sales is a challenging field, so resilience is key. Look for candidates who
have a track record of overcoming obstacles and achieving success in
the face of adversity. Good salespeople are also motivated and driven,
with a competitive spirit.
There’s a famous story about Salesforce, a cloud-based software compa-
ny, and their hiring process for salespeople. When Salesforce was first
starting out, they had a difficult time finding the right salespeople to
help them grow. They tried all sorts of strategies, including hiring expe-
rienced salespeople from other companies, but they just couldn’t seem
to get the results they were looking for.
One day, the company’s CEO, Marc Benioff, decided to try a different
approach. He created a hiring program called the “Sales Bootcamp,”
which was designed to take people with no sales experience and turn
them into successful salespeople. Benioff believed that if he could
find the right people with the right mindset, he could teach them the
skills they needed to be successful in sales. The Sales Bootcamp was a
rigorous program that lasted several weeks and involved intense training,
role-playing, and real-life scenarios. Benioff was looking for people who
were coachable, motivated, and had a strong work ethic. He believed
“If you want to overcome the whole world, overcome yourself.”
—Fyodor Dostoyevsky
 240 241

SOME NOTES
that these qualities were more important than previous sales experience.

The program was a huge success, and Salesforce was able to grow rapid-
ly thanks to the new hires from the Sales Bootcamp. In fact, the com-
Let’s say you’ve hired the salespeople you need to hire. Perfect!
pany’s salesforce became so successful that other companies started to
take notice, and they began hiring away Salesforce’s top performers.
Now you need to track their success. When it comes to closing, the
minimum close should be 20%, and the average should be 80%. In-
I’m telling you this because sometimes the best salespeople aren’t the
creasing your chances of closing a sale means building trust with your
ones with the most experience or the flashiest resumes. Sometimes the
potential customer wherever it’s possible. This can be done through the
best salespeople are the ones who have the right mindset, are coach-
way you talk to them on the call and through your marketing before
able, and have a strong work ethic. By focusing on these qualities in
the call.
the hiring process, companies can build a salesforce that is capable of
driving growth and success.
Now, here’s a heads up: a lot of your customers are going to give you
reasons to not make a decision right away. Maybe they need to talk to
So when evaluating candidates, don’t rely solely on resumes and inter-
their business partner, maybe they aren’t sure, or some other reason. If
views. Consider giving them a sales task to complete or asking them to
this happens, you’d better make sure you follow up with them. This is
do a role-playing exercise to see how they handle sales situations. This
one of the most critical parts of the sales process. In fact, studies have
can give you a better sense of their sales abilities and how they would fit
shown that up to 80% of sales are made after the fifth contact with a
in with your team.
potential customer. Yet, many salespeople give up after only one or two
attempts.
Despite all of this dismissal of their past experience, you should make
sure to check references and look for past sales successes. Even though
Just like with the Booking chapter, to follow up well, it’s essential to
it’s not the biggest deciding factor, it still matters. Ask for examples of
have a system in place. Consider having a set number of followup
how they have exceeded quotas or landed high-value deals.
attempts, such as a dozen, before giving up. This way, you can be sure
that you’ve given it your best shot and not left any opportunities on the
Finally, try to make sure they fit in. It’s best if you hire people who will
table. Just make sure the followup process never comes off as spammy
naturally make friends with other people in the company.
or desperate. Take this as an opportunity to build trust with them. If
people don’t trust you, they won’t buy! Focus on building a long-term
relationship with them through the followup process. Even if a sale
doesn’t happen immediately, the connection you make during the fol-
lowup process can lead to future business opportunities or referrals.

“You may have to fight a battle more than once to win it.” “All progress takes place outside the comfort zone.”
—Margaret Thatcher —Michael John Bobak
 242
But before you ever take a sales call, you’d better have a contract ready
for them to sign for when they say yes. Contracts aren’t just for the case
where the client may sue you. Their main purpose is to set up expec-
tations to make it clear how you and the client will work together. You
can get templates for these online. We use a tool called StadarDoc to
make this process simple and streamlined.
As Zig Ziglar said, “You don’t have to be great to start, but you have to
start to be great.” You may not be a great salesperson when you start,
but by putting in the effort and following these best practices, you can
become a great salesperson over time.
Closing sales is an art that requires patience, persistence, and a will-
ingness to build trust with your potential customers. But by following
these best practices, you can increase your chances of closing the sale
and building a successful business. Remember, it’s not about being
pushy, it’s about building relationships and providing value to your
customers. So go out there and start closing those sales!
“If you are not willing to risk the usual you will have to settle for the
ordinary.” —Jim Rohn
243
DELIVERY
If you were able to get your first client, congratulations! Getting your
first client is an exciting time for your business... But make sure you
keep that excitement and energy going!
ONBOARDING
To do that, you need to have a fantastic “onboarding” process. On-
boarding just means getting them on board with your business, and
it happens right after the client signs the contract. Think of this like
laying out the red carpet for them and offering them a drink. You’re
still making a first impression after they sign the contract, so make sure
it counts. Onboarding also sets up expectations and tells the client what
they need to do to make sure the process moves along smoothly.
Onboarding is a critical part of the delivery process. Even a plumber
can do onboarding with one short video automation that prompts the
client to send the necessary information. This allows for more jobs to
be done in a day, instead of just one, as onboarding is now scalable.
In the entire first 48 hours of a client signing up, make sure they feel
welcomed, appreciated, and supported. Send them a personalized mes-
sage that shows you are genuinely excited to have them on board. Use
their name, reference something specific from your conversation, and
include a warm and enthusiastic welcome.
“Dream big, stay positive, work hard, and enjoy the journey.”
―Urijah Faber
 244 245

REFERRALS
You can also take this opportunity to share additional information
about your business that they may find valuable. Whether it’s a how-
to guide, a FAQ sheet, or even a quick video introducing your team,
providing extra resources and insights can go a long way in building a
To make sure you keep on making money after attaining this client, it’s
positive relationship with your new client.
essential to ask for referrals if they’re satisfied. If you don’t get referrals,
then it’s an indication that your product or service might not be up to
Make yourself available and responsive to any questions or concerns
par. However, referrals can also give you the ideas you need to improve
they may have as soon as possible and set up clear expectations about
your service. You can turn great results into case studies and use these
how and when they can contact you. If you show your clients that
to promote and further grow your business.
you’re reliable and dedicated to their success, you’ll build trust and
credibility that will make the entire client delivery process much easier
Make sure every step of your delivery process is executed correctly.
and more pleasant.
Many businesses prioritize making sales over the deliverables them-
selves, but this is not a good long-term strategy. Just do an excellent
Those first 48 hours after a client signs up are critical. Be enthusiastic,
job, have great customer support, deliver your services as described,
be yourself, give valuable information, and be responsive and available.
and listen to feedback. This alone will create a loyal client base that will
This will create a strong foundation for success with your new client!
not only keep returning for more but also refer new clients to you.

FEEDBACK
But of course, after this, it’s time for you to deliver. In other words, it’s
time for you to do what you do best! There’s no question that you need
to do your absolute best work for your client at this point.

But remember that your client may not be aligned with your own
vision for the delivery process. Feedback is the most crucial part of this
stage. Stay grounded and remember that your expectations may not
always align with reality. Even Elon Musk spends a week a year doing
customer support, so take the time to listen to feedback and improve
the way you deliver your services.

“Believe in yourself and all that you are. Know that there is something “Our greatest glory is not in never falling, but in rising every time we
inside you that is greater than any obstacle.” ―Christian D. Larson fall.” ―Confucius
 247

EXPAND
Now you’re getting a steady flow of clients. That’s fantastic! You can
confidently say that you have a real business now. Here’s how to grow
the business properly and secure your financial future:

THE SIX PILLARS

But as your business grows, it’s not going to be perfect. You’re going
to have problems. One day you’ll wake up and find that something
went wrong, something is broken, a competitor stole your model and
is doing it better than you, etc. These situations can sneak up on you if
you’re not careful as you build.

Your business rests on six pillars. To avoid your business imploding on

itself , to focus on these six pillars in business:

Administration:
• Effective management of human resources,
including hiring, training, and retention
• Robust legal and compliance practices to ensure the company
operates within the law and mitigates legal risks
• Strong communication channels and clear
internal policies and procedures
• Ongoing professional development and training for staff
• Active management of reputation and brand image
through public relations and crisis management plans.

“Even a mistake may turn out to be the one thing necessary to a

worthwhile achievement.” ―Henry Ford
 248 249

tional risks and how to mitigate them

Finance:
• Accurate and up-to-date financial records and reporting
• Detailed budget and financial forecast to
plan for future growth and expenses
• Strong relationships with investors, lenders,
and other financial partners
• Active management of cash flow to ensure the company
has enough funds to cover expenses and investments
• Proactive risk management to mitigate financial
risks and maximize opportunities
Sales:
• Clear sales strategy and process for converting
leads into paying customers
• Training and development for sales team to
ensure consistent and effective selling
• Clear understanding of key customer objec-
tions and how to overcome them, in writing
• Metrics for tracking sales performance and conversion rates
• Strong relationships with key customers and strategic partners

Fulfillment:
• Quality control process
• Fulfillment process to ensure high-quality products/services
• Clear understanding of fulfillment costs and margins
• Timelines for every aspect of your delivery system
• Robust customer support to handle any
fulfillment issues that may arise

Marketing:
• Marketing plan that includes a clear understanding of target
audience, product positioning, and the channels to reach them
• Branding and messaging that resonates with the target audience
• Marketing budget and plan for implementation
• Sales funnel that is optimized to generate leads and sales
• Clear tracking and measurement of key performance indicators

Operations:
• Efficient and effective operational processes and workflows
• Comprehensive project management to ensure all
projects are completed on time and within budget
• Process improvement to increase efficiency
• Robust technological infrastructure
• A clear understanding of key opera-

“If your plan isn’t working, adjust your plan. Never give up.” “We go forward with our heads held high, but look back and
―Matt Martin remember where we come from.” ―Michael Hudson
 250
We talked about fulfillment, marketing, and sales already because those
are necessary for businesses that are just getting started. But adminis-
tration, finance, and operations are vital for businesses that are increas-
ing in size, so make sure you focus on these as you grow as well.
As a bonus item for this book, I included the Six Pillars Worksheet that
you can go through at the end of every week to see how you can im-
prove these pillars and build your business into something strong.
You need to make sure you have strategies built into your business for
making sure each of these six pillars are actively improving as you get
more and more clients. It’s not enough for them to just be doing “okay.”
They need to be getting better and better over time so a competitor
doesn’t knock you out by surprise.
HIGH-VALUE TASKS
As a business owner, it’s essential to focus your time and energy on
high-value tasks that move your business forward. These are the tasks
that only you can do, and that have a significant impact on the suc-
cess of your company. Whether it’s developing new products, building
relationships with key partners, or developing a long-term strategic
plan, these are the tasks that require your unique skills, knowledge, and
expertise. As a business owner, you simply can’t afford to get bogged
down in low-value, time-consuming tasks that can easily be delegated
to others, like filling in Excel sheets with numbers or cleaning up the
office.
To help show yourself how valuable the tasks you’re performing are,
“Nothing is impossible to a willing heart.” ―John Heywood
251
ask yourself how much you would pay someone else to do the task. If
you’re the CEO and you’re doing something you would pay someone
$10/hr to do, you’re not prioritizing correctly.
To help you understand this, here’s a list of different tasks with hour-
ly wages attached to them. You can print out a list of these as well for
yourself and keep them nearby to help you remember what valuable
activities you can engage in:
$10/hr tasks:
• Data entry
• Social media scheduling
• Basic administrative tasks (e.g. answering emails, filing paperwork)
• Basic bookkeeping (e.g. entering transac-
tions into accounting software)
$100/hr tasks:
• Writing and creating content for marketing campaigns
• Customer service calls or chats
• Graphic design and video editing
• Basic sales tasks (e.g. cold calling, sending introductory emails)
• Basic financial analysis and forecasting
$1,000/hr tasks:
• Developing and implementing a strategic marketing plan
• High-level sales tasks (e.g. negotiating contracts, closing deals)
• Developing and implementing new products or services
• High-level financial analysis and forecasting
• Advanced IT and software development
$10,000/hr tasks:
• Managing and leading teams
• Developing and implementing long-term business strategies
• Negotiating major partnerships or acquisitions
“Ambition is the path to success. Persistence is the vehicle you arrive
in.” —Bill Bradley
 252
• Making high-level financial decisions (e.g.
securing funding, investing)
• Developing and managing high-profile marketing campaigns
$100,000/hr tasks:
• Making major executive decisions that
impact the entire organization
• Leading major mergers or acquisitions
• Representing the company in high-level negotiations
with governments or other major organizations
• Developing and implementing new business models or industries
• Innovating and creating new technologies that transform industries
Feel free to use this as a framework for how to prioritize your work.
Delegating low-value tasks can also help you to build a stronger team.
When you delegate tasks to your team members, you demonstrate your
trust in their abilities and empower them to take on new responsibil-
ities. This can help to build their skills and confidence, and can create
a more engaged and committed team. It’s also a great way to identify
potential future leaders within your company.
CASH IS KING
Cash is the biggest thing you need to be focusing on when expand-
ing. You need to focus on cash collected above everything else. When
you’re hiring people to help you leverage your skillset, make sure they
can contribute to your bottom line. It doesn’t matter how brilliant your
team is and it doesn’t matter how great your services are.
Consider the case of a startup called Color Genomics, which offers ge-
netic testing services to help people assess their risk of various diseases
“When ordinary people decide to step out and be part of something
big, that’s when they become extraordinary.” —Brett Harris
253
Color Genomics raised $80 million in funding from investors, allowing
the company to expand rapidly and invest in research and develop-
ment. And despite having a great team and a great product, in 2018, the
company had a cash crunch and had to lay off 30% of its workforce due
to slower-than-expected sales growth. Despite Color Genomics’ inno-
vative technology and potential to revolutionize the healthcare indus-
try, it ultimately struggled because of a lack of cash flow.
You don’t want to be put in a position where you lay off a crowd of
team members. So as a business owner, focus on high-impact activities
that can generate cash quickly and delegate low-impact activities that
don’t generate much revenue.
Another important aspect of cash management is forecasting. By
projecting your cash inflows and outflows, you can anticipate potential
shortfalls and make adjustments to your business strategy. This can
include reducing expenses, increasing prices, or seeking additional
funding. The key is to stay on top of your cash situation, so you can
make informed decisions about how to allocate your resources.
STANDARD OPERATING
PROCEDURES
As your business scales up, you need to make sure you build SOPs as
well. SOPs document the processes and procedures that define how
tasks should be performed, making it easier for your team to under-
stand what’s expected of them and how they can be effective. Remem-
ber: McDonald’s doesn’t need to sell amazing burgers, all they needed
to build was an amazing process. That means you need to train your
“It’s not whether you get knocked down, it’s whether you get up.”
—Vince Lombardi
 254
people and create a solid operations foundation to reach success too.
To create the best SOPs possible, identify the processes and procedures
that need to be documented first. This could include everything from
how to answer the phone to how to handle customer complaints. Once
you’ve identified the processes, break them down into step-by-step
instructions that are easy for your employees to understand. Include
things that you think are obvious. People who are new to the role prob-
ably won’t understand the role nearly as well as you do, so make sure
you’re thorough.
You should involve your employees in the process. This not only en-
sures that the SOPs accurately reflect how tasks are performed but also
ensures that your employees feel invested in the success of the business.
Encourage your employees to provide feedback and make suggestions
for improvements. By involving them in the process, you’ll create a
culture of continuous improvement that will help your business grow.
Tools like Scribe, Notion, and Asana can help you streamline your busi-
ness processes.
As you innovate to make more money, you will need to create more
SOPs. Nothing should be set in stone. So get used to this process and
stay competitive!
“The only limit to our realization of tomorrow will be our doubts of
today.” —Franklin D. Roosevelt
255
FINAL PIECES
OF ADVICE
If this sounds like a lot of work, that’s because it is. If you want to be
successful as a growing business owner, it’s my firm belief that you need
to be a manic.
Among all of the advice I’ve given over the course of this book, being a
maniac in business is the key driver of success. When you’re a maniac,
you’re willing to do whatever it takes to achieve your goals and take
your business to the next level. Being a maniac means being willing to
work harder and longer than anyone else. It means setting aggressive
goals and pushing yourself to exceed them. It means being willing to
take risks and make bold decisions that others may shy away from. But
it also means being open to new ideas, embracing change, and con-
stantly striving for improvement.
If you want a great example of a maniac you can look up to, just take a
look at Elon Musk. Musk is completely unwavering in his commitment
to his companies, he works very long hours, and he’s always looking for
ways to innovate and disrupt the status quo. And his relentless pursuit
of his goals has resulted in groundbreaking developments in electric
vehicles and space exploration.
So if you want to truly grow your business as much as possible, be the
same kind of maniac. You need to raise your standards and push your-
“You are always stronger and more resourceful than you give yourself
credit for.” —Rob Moore
 256

self to be the best, beyond what’s normal for you.

Do this until you make $100,000/yr, and then hire full-time employees.
Then, keep doing the same business and improve what you’re doing un-
til you get to $10M/yr. Then you can start other businesses if you want.

On your path there, always keep asking yourself what else you can offer
to your past and current clients. It’s ten times easier to sell to people
who have already bought from you, so take advantage of that. If you
feel like you’re desperate for money, don’t impulsively niche-hop. Stay
on the same business and sell the same things or branch out to sell to
the same types of people.

Now go build your business. You have everything you need, and now
it’s time to take action. Use the worksheets you’ve filled out to guide
you. And if you’re already built something serious and you still need
help booking more appointments onto your calendar, just go to funnel-
ingmedia.com and talk to us about it.

Have fun!

“Do what you can, with what you have, where you are.” ―Theodore
Roosevelt