Successful individuals and businesses prioritize investing money to save time, which enables them to focus on high-value activities and attract more lucrative opportunities, rather than spending time to save money on less impactful tasks.
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What successful people do is they spend
money to save time.
Unsuccessful people spend time to save
money. You are all focusing on people
who have a lot of free time. That's the
problem. Most important business lessons
I've learned from my coach. When you hit
this level, you think you're at the top
of the mountain. You're actually just
the bottom of the next mountain. From
doing this, I started to learn and
figure out how to do brand strategy. And
then my price just [music] went through
the roof. Most of you don't know how to
write or create content or create offers
cuz this is blurry. I don't know who I'm
talking to. And if you stick with me for
the rest of this, not only will I teach
you how to make money, you'll do this in
the most painless, easy way possible.
And if you learn how to do it, you can
charge a lot of money, too, for other people.
I got to tell you something. The reason
why I want to start here is learning
this process
changed the game for me. It really
changed the game because we think we're
designing for someone, but we're not
really doing it for anyone. So the way I
like to do customer profiles is to
really go deep, understand not just the
demographics, which most people stop at,
but psychoraphics like the way they
think, they feel, their values and
belief systems. When you do this the way
I'm about to teach you to do it right
now, it's going to unlock so many things
in your mind about what other services
you can provide, how you can communicate
to them to relate to them better. And
and for me, it was just a creative
springboard. From doing this, I started
to learn and figure out how to do brand strategy.
strategy.
And that was just everything and then my
prices just went through the roof. So
would you like to learn how to do this?
So what we need to do is try to figure
out who your best client is. Right? So
we're going to build it for this for
your best client and then you're going
to see all of a sudden things that you
can do, the way you can market and speak
to them, the way you can brand so you
become very attracted to this type of
person. Right? So usually what people
will do is they'll ask me, "Well, what
is my ideal client?" Here's what we do.
How many people have clients here? raise
your hand cuz there's a lot of in-house
people. Okay, so now we know the session
has begun because the the entrepreneurs
have showed up because I talked to one
in-house person after I'm like oh my god
it's all in in-house people. All right.
So, what I want you to do is think about
the last 10 clients or projects you've
worked on, which ones gave you the most
joy. Like, just think about like, oh my
god, if I could just do one more project
like that, I'm going to be so h I would
paid that person to do the work. That's
how happy I was. Number two, was it
financially good for you? Did you make
money on that? Right? Are you aligned
also in their mission? So, creatively
really cool, cool people. I made a lot
of money. That's a trifecta. So, just
scan through your mind the last 10
clients or projects you worked on.
You're like, "God, if I could just get
more of them, life would be so, so
good." And you're going to remember this
moment because we're going to design it
for you. Okay? Remember, they have to
have money. Some of you like to target
broke people and you're like, "Well,
they can't afford me." I'm like, "I
wonder why." Cuz they broke is why. So,
don't pick someone who's broke. They got
to be able to afford you. Actually,
afford a lot of you because you want to
keep charging more. Yes. So, one thing
that we have to do is we have to find
someone who's hungry or starving for
what it is that we do and would be happy
to give us the money so that we can help
them. Do you know who the Hermosis are?
Alex and Leila Hermoszi.
I lost track of how much money they
spend for the two of them. They're both
entrepreneurs. Since you don't know
them, what do you imagine they pay their
media teams on a monthly basis? What do
you think their monthly budget is? What
would you say?
>> You talking about their monthly budget?
>> Yeah, monthly budget for for for both of them.
them.
>> What do you think it is? I'm pretty sure
it's a lot higher than what I'm charging.
charging.
>> Well, I Who cares about you right now?
What do you think they're paying?
>> Um, let's say probably probably up to
a,000. I say that.
>> A,000. Okay, good. Does I mean, does
anybody here know?
>> 200 grand.
>> 200 grand. So, between a,000 to 200,000.
I saw Alex a couple years ago. He went
up on stage and he goes, I spend $50,000
a month myself. >> Okay.
>> Okay.
>> And then with my wife, it's 100k. And
then I heard there was like a 100k each
now. And it's just it keeps going up cuz
they've realized something. the more
they spend on their content, the bigger
their business gets, the bigger the
opportunities. And basically, from the
content that they generate, they get so
many qualified leads, they don't know
what to do with themselves. So, you're
busy talking to the choreographers of
the world when they don't see the value
in what you do, right?
>> So, it's like you trying to attract a
person that's not attracted to you, it's
kind of a dead chase.
>> Sorry, I have a question.
>> Yeah. Do you wait for these clients to
find you or do you go chase them?
>> No. No. You design this person and then
you become so attracted to this person.
I don't know about you. My brother told
me this dating advice when I was a
little dude. He goes, "You know who is
it that you would be most attracted to?
Sit down there and write on a piece of
paper the ideal person for you." You did
that and then you forgot about it. And
this is what you do. This is what you
do. This is what how we design our ideal
partner, business partner, right? All
right. So, with your interior designer,
same problem. If they were doing four,
five, $10 million homes, the interior
designer would get so much and then they
would hire you. It just works that way.
Does everybody understand this concept?
So, what's the problem? Why are we just
looking for broke clients?
Why do we do that to ourselves?
Is it like looking in a mirror? I see you.
you.
What's happening, guys? Why do we want
to work with people who cannot afford to
pay us? Okay, so what Gabby is saying,
we like to work with people that we feel
are aligned with us in terms of taste,
creativity, but those same people don't
have money. Cuz you know why? Cuz we
don't have money. Cuz we're just
aligned. We're perfectly aligned. So
what are we going to do? Chicken and egg.
egg.
>> In addition to that, I like to help
small businesses and help them grow so
that they can have like the business
that they really want.
>> I love that. Okay. How you you all are
good-natured, creative human beings who
want to better the world. Yes, most of
you. Some of you just want the money.
Talk to me later. Okay, that's fine. So,
those of you that want to help people
transform their business, what happens
when they transform their business? When
you take them from 1x to 5x because of
some of the contributions you made,
clearly they don't run a business. What
happens to your relationship?
>> Well, hopefully it keeps going.
>> Do they pay you? Do they pay you 5x more
for 5x more years? Has anybody ever had
that happen?
Oh, see. Okay. You You have for real?
All right. Give him the mic cuz I'm
going to question you now. All right.
I'm a hostile witness. Let's go.
>> I I had a pharmaceutical company
startup. It was a startup that
>> um we did a 3D animation for and we did
it for Peanuts.
>> What's Peanuts? Let's get real.
>> Uh Peanuts is $3,000.
>> Okay, that's Peanuts. Go on. >> Yeah.
>> Yeah.
>> And then they blew up. And so they grew
up. Uh we actually grew up and we
actually got a little bit disconnected
as they were doing some things in house,
but as they came back, we were able to
bid much bigger projects. 40 grand. >> Okay.
>> Okay.
>> Um 10 grand a month.
>> Okay. That relatively is a lot more. So
you're talking about 10x plus.
>> Yeah. Okay. Here's been this has been my
experience. You can just hold on the mic
for a sec. Okay. My experience has been
this. You know, like uh when you're
first dating your high school sweetheart
and then you guys went to the big city
and you went separate ways. All of a
sudden she got a big job or he got a big
job. You you're not the same to them
anymore. They want they they trade up.
Most people just trade up. So what'll
happen is and this is really sad. Not
always true. Like if I was in
competition with you and I work at a
much higher level when they have the
money like we want to work with Chris
and his team. They're awardw winning.
Look at who they worked with. And most
times they just leave you in the dust.
And you would do the same. You know how
you accepted this low-level intern and
then you got real big? They don't have
the skills to grow with you. Not
everyone is capable of going to the next
level. This is what one of the most
important business lessons I've learned
from my coach. There are tears. You
don't know it cuz it's all invisible to
you. When you hit this level, you think
you're at the top of the mountain.
You're actually just the bottom of the
next mountain. Okay? So, when we would
win $100,000 jobs, we could not win
$200,000 jobs. When we win $200,000
jobs, I could not win $400,000 jobs
because they're very different animals,
different levels of competition. And
then you get to the million- dollar
range, it becomes cutthroat at that
level cuz everyone is world class.
You've read them in your design books.
They're winning all the awards. That's
who you're competing with. Now,
>> I have a client uh also my friend.
>> Well, it's not starting strong.
>> Go ahead. Keep going.
>> Uh he runs about six or seven
businesses. I'm not sure exactly.
>> Okay. Um I'm estimating he does about 1
2 million a year
>> from six to seven businesses.
>> Yeah. Some of them are like passion projects,
projects,
>> some of them are
>> he has so he has a coffee uh he roasts
coffee, bags it, sells it, distributes
it, does all that. >> Okay.
>> Okay.
>> Um that's that's his bread and butter.
And then he has construction. Yes. Those
are his two bread and butter.
>> Yes. Here's here's the problem with your
friend's business. I'm sure he's doing
fine. If you just take six and you take
1.2, each business on average is about
dude 200k. Each one of them is a hobby
lifestyle business. I all respect your
friend. I don't consider him an
entrepreneur. He's doing too many weird
things. Why don't you just focus in on
the one business is making all the money
and just get rid of the other ones?
>> I'll tell him that.
>> Please tell him that and then if it
works for him, tell him send me some
money. You guys need to I need to change
your mind. 200K is not a lot of money
for your client. You all understand
that? 200K because they're only going to
spend some percentage of that on you. So
now what do you have left? Now, as a
rule of thumb, most companies spend
about 10% on marketing annually. So,
their annual budget for marketing,
including people, is 20K. And you're not
going to take their whole budget. So,
you're going to take a tenth of their
budget, which would be 2K. Is that
roughly the size of your project? It's
about 2K. That's the problem. You see,
this is how it works. Just math doesn't
doesn't lie. This is it. This is the
problem. So, we need somebody here who
knows their client, who's doing decent
numbers that they would be able to
afford people like you, and happy to pay
you. Happy to pay you. That's a criteria
here for an ideal customer profile.
>> All right.
>> All right. Who's your customer? >> Um,
>> Um,
>> what do you do first of all?
>> We make beautiful living spaces by
selling tile and furniture online.
>> Visual designer. Okay, I got you. Okay.
Who's your ideal customer?
>> I would say like one person. Yes. uh
like a guy who runs Marriott.
>> Okay. What is his title?
>> He's probably in charge of building de
property development. So his title would
be like business oper uh business ops or
like property developer director or
somebody at a high level.
>> Business ops director. Okay. Uh roughly
how old are they?
>> 45. Okay. Married?
>> They're married. >> Children?
>> Children?
>> They have at least two kids.
>> Two kids. How old?
>> Uh probably like eight and 14.
>> I like that. So, if you said 36, like
the math don't work, right? That's good.
Where else might they have a home?
>> Uh, they probably have a a condo up in
um New York City. >> Okay.
>> Okay.
>> They probably hang out in Aspen. All the
rich people hang out in Aspen, Colorado.
>> That's why I'm not in Aspen. Okay, this
is perfect. Uh, what did they study in school?
school?
>> Uh, probably business administration and marketing.
marketing.
>> This is the easiest part.
>> Yeah, easiest part. Can you guys start
to can you sort of envision a
45-year-old man who's mar first
marriage, second marriage, divorce? What?
What?
>> Um, usually probably it's better if it's
his first marriage because then he has
better integrity.
>> Okay. Okay. Or can get out of it. That's
fine. Okay. First marriage. This is all
good. Okay.
>> And stability. More stability, too.
>> So, the next part is a little bit
harder. Okay. Now, every step that we do
is predicated on the first part being
right. So when I do this for clients, I
I kind of like do the like little logic
check. Does the logic logic? If it
doesn't, we got to fix something.
>> There's a logic to you. Okay. How much
income does this person make?
>> Uh let's say from the company, he they
probably make about between,
>> let's just say, 400,000 plus bonuses.
>> Okay. When you understand the kind of
crap they've had to deal with,
>> you hate them a little less.
>> Mhm. So this is why it's really
important to build a really good profile
because we develop empathy for them. My
god, I just walked in the door. I'm a
trustworthy person. I would never
underpro or overpromise and underdel.
But every other person has been in front
of Ron
has done that to him. Can you
understand? So I'm going to be extra
sensitive about this so that they
understand I'm not here just to get
money from you. Most of you don't know
how to write or create content or create
offers [snorts] cuz this is blurry.
I don't know who I'm talking to. How
many times do we have to get each one of
you to kneel into one person? Even Greg
was trying to change the profile on me.
But here's something real interesting.
When we gave him a name, he started to
stick to it. This is the power of being
hyperfocused in serving a specific type
of client. So, would you rather for the
rest of your life chase people who are
barely scratching at this or get three
or four of these types of clients? you
would have more business than you know
what to do with. I think we often want
to rush into the work as well and not
really like dig deep dig deep.
>> Speaking truth
>> because it makes us feel uncomfortable
and we know from I guess a lot of
practice. Well, at least we do the work,
we have something to show for at the end
of the day. But when you do a lot of the
thinking work, you're like, well, what
did I just come up with? But I'll tell
you something right now. There's that
expression. I will measure a hundred
times before I cut one piece of wood.
This is the measuring part. You guys are
busy chopping down trees. You're killing
earth. Yeah, that's what you're doing.
You just chop away. You don't know what
you're looking for. When I've done this
for clients, they have that same expression.
expression.
I've never felt so seen. I've never felt
like I've understood our clients before.
How'd you do that? Or they'll say
something like, you've done in 30
minutes what we've been unable to do in
the last year. That's a real statement
that somebody has told me. Your value in
their mind has gone through the roof.
Now, when you see the bill, you'll
understand why. Yeah, this I don't know
this person, but I know enough people
like this that once I get enough
information, I can build the rest of the
profile. And all of you can do that,
too, because you have this beautiful
thing. No matter what discipline you're
in, you have this thing called imagination.
imagination.
Yeah. Once we have enough, we can
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