Transcription
I have created hundreds of funnels. I've launched tons of offers, and I've been doing this almost 12 years now. And I got to say, I think the difference between teaching and wisdom is that teaching says what you did. Wisdom says, "Don't follow me. Do these other things instead."
So, let me go ahead right now. And I realize I just called myself super wise, but I'm going to go ahead and I'm going to tell you what model I would follow if I started over from scratch. Pretend that I lost everything and started completely over from scratch. What would I go build? Because I would not encourage anyone to follow the route that I actually went down.
Number one, right off the bat, the thing that I would tell everyone to go into is the information space. The information space is so beautiful because there's so many profits in it. You know, when I go sell these shirts, right? The issue is I think we profit like six bucks. It's really hard to build an empire when you are only making $6 per transaction. And one of the biggest secrets that I can tell you is that it costs the same amount of energy and effort to sell something for $1,000 as it does for $30. And so if there's anything I could encourage people to go do is number one, go to the info product space and don't try to be the cheapest option on the block. Try to go create something that you can sell around that $1 to $10,000 range. Um, because it's kind of a sweet spot where you can actually go build something sustainable. The information space is one of the best spaces on the planet to go into again because it costs almost nothing to fulfill compared to a supplements or again a t-shirt.
Some of my clients recently, they're like, "I'm going to go into the ecom space," and I was like, "Please, for the love, don't, unless you're going to go like build some branding or some merch or something like that that like is a bolt-on, but start with the info. Info bolts onto everything. Everything involves selling education." I did this a few uh months ago at one of my events. Someone was like, "I don't know if I can go use the information space at all on the internet." I was like, "Well, the internet is info, so that's going to be hard already." Uh, but number two, you're also wrong. Uh, he's like, "I sell software." Like, "All right, well, you mean I can go buy your software and immediately know exactly how to go use it?" And he was like, "Well, I mean, there's like a little onboarding." I was like, "Oh, so I have to learn like, yeah, a little onboarding." Yeah. Yeah. Okay. So, let's say I go through the onboarding. Do I do am I never going to have to talk to you ever again? The software literally just work, no other thing. No other tutorial, no other training. He goes, "Well, I guess you're going to have to learn how to go do." I was like, "Oh, so you have to learn." I kept interrupting him every time just to show him that buying a car also includes buying information. Buying shoes also includes information; the info product space is amazing because you get to go bolt information and education onto everything. And the ed info product space just means you're selling just education info.
The info space and the model that I I would go build and I would tell everyone to go build and what I actually tell my consulting clients to go build is actually this. So, I'm going to go create my offer, the info offer right here. And then I'm going to squish the offer into three different models, three different parts. I got to create an offer that's a one-off. Something that I can go sell that's probably going to be in the uh the $10,000 range is kind of what we tend to look for. So, it's a one-off sale. 10,000 bucks. It's not really super high ticket in our world; that's like business-to-business is not really a high ticket thing. So that's kind of more of a middle ticket price range. But anywhere from the $5,000 to $20,000 range is kind of what I see working the most right now, and it's a one-off.
But then the next thing is uh there's a very famous quote uh in our space which basically says that if you don't have continuity, you don't have a business. So continuity is like monthly subscriptions, right? You're paying Netflix on a subscription. That's continuity. And that creates what we call MRR, monthly recurring revenue. And I want that. I got to tell you guys, one of the biggest regrets I have in my entire business career is that I did not go start any kind of subscription to my business for like eight years. And so I lived in this hell world of one-offs. And I remember that I woke up one day and I had eight in-house employees and I had another like I had another eight virtual people, and we all lived on the one-off world. It literally cost me $150,000 every month just to stay in business. By the time I paid for everybody's salaries, by the time I paid for our building, my event studio, all of our space, it it was crazy. $150 grand. That was whether or not I got paid. And so, if you don't have MRR or recurring revenue or subscription inside of your business somehow, you're going to burn out. I ended up totally hitting the wall. I I thought I was the Energizer Bunny, man. And I thought that people were just, "Yeah, yeah, I'll just take more caffeine." No, you burn out, right? No one's the Energizer of Money. You're gonna burn out. And so, if I could just like reach through this computer and tell me down below if you like Tell me actually if you actually have MRR. Do you have any subscription? Are you thinking about creating a recurring revenue thing? Uh, if you don't, consider this your virtual face-el; do it with me. I I'll do it with you, right? But you know who you are. If you have no recurring revenue, I'm just trying to save some sanity for you. You're welcome.
No, but what I want you to do though is I want you to think through what is the recurring revenue piece? The subscription piece. And it can be low ticket, it can be a little higher ticket. My favorite model right now is like the $300 per month subscription. You might be like, "300 bucks a month? That's crazy." Remember, you're selling business to business to a business, a tool, or a thing or something that is worth $300 a month to a business is nothing. But if I go get a hundred of those, that changes my life. So, I want something that's one-off. I want something that is subscription, lower ticket. And I'm going to put here just like let's say it's $2.97 a month, and that's a a subscription piece. Then what I want to do is I want to sell something that's high ticket, and that's it. Those are the three offers.
Guys, I had 55 products live at the same time about 8 years ago. You know what happens to your customer when you have 55 products that are live at the same time? They don't know what you do. It's too much crap. It's too much stuff. And so you end up getting in a scenario. It's impossible to market. No one knows what you really do. No one knows what offer or thing you create. I'm telling you this for a specific reason: three offers, no more. I can create little lead-gen pieces. I can create little tiny things to create some noise and attention. I'm writing books and stuff like that right now, but I actually think it'd be funny. Down below, tell me who's the winner in the number of offers. Meaning, you're going to be the loser. All right? Who has the most offers live right now? And we're all going to do the same. Okay? It's ridiculous. Don't do it. So, I'm gonna have a one-off. I'm gonna have a low ticket subscription and I'm a high ticket.
But Steve, I can't have a high ticket thing because if I go sell someone something for $30,000 or above, that's crazy. I don't know that I would buy it. If you guys don't know this, I actually studied with monks, these crazy monks, and they helped me get over this. And they taught me there's a physiological way to get over high ticket false beliefs with money. And what you do is I'm already smiling. I'm going to botch it over you guys. Okay? What you're going to do is you're going to put your arm out just like this. Okay? And then right at the elbow, you have to do the physiology correct, otherwise it doesn't work. Right? This is how you get over selling stuff that's expensive. Then you're gonna bend your elbow so that uh you know, talks better to your brain right here. Then you're gonna actually turn your head and go ahead and put your head forward just a little bit and just get your fix. Stop it. Get over it. Get over it. Stop it. It's ridiculous. Don't. Okay. I've had thousands of people do that with me live on stages. Okay. I want down below. You tell me right now who has a money false belief. It's one of the reasons I wear this shirt. I had a money false belief myself. I totally get it. I have complete affinity for it. But you got to get over it. You're not going to get rich. Sell something that's high ticket.
Now, the reason why we do this, if you look at the numbers of what I've just created right here, all I need to go do every month is sell one person my high ticket thing per month. That'd be 30 grand. All I need to do every month to be in business is sell, let's say, two to three, maybe four of my middle ticket things every single month. Let's go with three. All I need to do is go try to get how can I get a hundred people on my $300 per month subscription? That's $30,000 a month. Oh my gosh, this is $30,000 a month. The top one's $30,000 a month. The bottom one is $30,000 a month. That's $90,000 a month. How much does it actually cost? A million, and a lot of people have not done this math, so they don't know. It's not crazy. A million divided by 12 months is $83,000 a month. That right there is a million per year business. So, why would I do anything else? This is highly profitable. It's got MRR. It's got subscription in it so that I'm no longer just eating what I kill. And then it's also got high ticket stuff which means I can actually have these really big paydays that maybe toss in investments or maybe it's a new project for your business to go grow it. But stop making a million offers. It's info in three different product types.
I know there's a lot of models out there for like how to model your business. The value ladder is one concept. There's several that are out there, and this is actually my favorite way to model any kind of business on the internet now. It's basically what I just said here, right? There's the core offer which is in the middle. And when you're going and you're actually designing a product line for a company, I think of them in this order as well. I don't want to think about the continuity first. Usually not. I want to think about the core offer. Why am I in business? What actually got me in business in the first place? What problem is my company born to solve? And a lot of entrepreneurs can't name the problem that they solve. In fact, I challenge you right now. It's harder than you think. Tell me down below what is the problem that your company exists to solve. But do it without talking about your offer. It's actually hard to do. And I focus on this core offer piece. And then the second thing I do is I want to go in, I want to go for big money. So the second offer I start thinking about is the high ticket offer, big payday stuff. There's a really great quote from Dan Kennedy, and he said something like, "The market will treat you exactly as you train it to." So if I'm going to go do cheap stuff, I'm going to tell the market that I'm a cheap business, and that's who I'm for. If I go out and I design an offer that's a little more expensive, you're communicating that that's who you're for. I have a client right now, her high ticket is 350 grand. It is ridiculously high. So, if you're like, "Oh my gosh, like I can't charge that much money," raise your prices. I guarantee 90% of you could raise your prices 10%. And no one's going to complain at all. In fact, it'll scare away the problem children. Charge more money. I just gave you all a raise. You're welcome.
Then the third thing I think through is about continuity. Again, because I don't want to get in a situation where I have to go sell a new customer every month just to be in business. It gets really exhausting. So, again, these numbers I was saying before, can I just sell one high ticket thing that's not even that high ticket? 30 grand to a business is nothing. Can I sell three $10,000 things, and can I sell a hundred $300 subscription things? This literally is our business model right now. This is what we do. My high ticket is my mastermind, Titans of Industry right now. Our core offer that we have is something called Rare Edge, which helps people build and launch rare brands. And then our low ticket is 300 bucks a month. It's called School of Money. And all of our marketing dumps into the front of that and sells our continuity. I can't tell you how simple this makes the game. It's very easy to do the napkin thing. You probably did it. I know. I've done it. And you're like, you're drawn on a napkin, and then I could sell him this, and then I could sell him this, and then what if I sold him this, and I could sell them this and this and this, right? And you start getting into this land where you're like, we could sell them everything just because we can. Don't do that. You confuse the market. It's actually makes marketing more challenging. Your gift for creativity can end up becoming your crutch in marketing. And so, three offers, guys. Let me know what you got down below. And I want to see what offers you've created. If you're interested in learning more about these profitable business models on the internet and patterns we've seen across literally thousands of people and clients uh doing this for 10 years, I got some links down in the descriptions. You can learn more about our mastermind, and we help people install this. Guys, I'm excited to see you in the next video. Tell me more about the offers that you got down below. I'll see you in the next video. Pretty sure I sent that twice.