Business On Easy Mode (Here's How)
If you don't consume a single other piece of content today, I urge you to make sure this is it.
When we examine a business's throughput, it usually looks something like this:
(Shoutout to Charlie Morgan).
Most of us, myself included, spend far too much time building a pretty house in the middle of nowhere.
We worry about our onboarding process, our service delivery, what we should have in our contracts etc etc.
We edit our automations and our landing pages as if THAT is going to be the thing that makes us rich from running a company when in reality...
ALMOST NONE OF THAT F**KING MATTERS.
Genuinely.
Every business's throughput starts with one thing, and in this newsletter, I am going to prove to you the extent to which this matters.
Yesterday I was on a group call with Serge Gatari inside his incubator community and he was discussing times when he has invested in programmes and services that didn't give him the outcome that was promised.
On the first occasion, he paid Jeremy Miner $40,000 to come in and build his backend sales infrastructure for his company Clientacquisition.io, which does $1,000,000 every 90 days.
Even a 10% increase in his close rate would add an extra $100,000 over the course of that period, so in theory, it would have been a worthwhile investment.
He went on to explain that they had calls with his CMO, who were asking them questions about his offer, messaging and marketing - but if you have ever seen Serge's stuff, that is all dialled in.
He wanted an actual BACKEND system to be built, and it wasn't.
He described it as theoretical bullshit. The investment never got him a return.
Half a year later, he paid Josh Lyons $100,000 to come in and do the same thing.
He took weekly coaching calls with his team weekly - but it didn't make much of a difference to the team's close rate.
They needed a sales playbook.
A system.
This wasn't poor service delivery.
THEY GENUINELY HAD NEVER BUILT A SALES TEAM PLAYBOOK BEFORE IN THEIR LIFE.
CAN YOU BELIEVE IT?
Two of the biggest figures in the online sales space, arguably the biggest behind Cole Gordan, have NEVER built a playbook for a sales team before?!?!?!
Before you just skim over this, actually think about the fact that $140,000 was exchanged for a service that didn't deliver the outcome that was required.
So, I want you to think about this for a moment.
Do you think Jeremy Miner is 8x better at sales now than he was when he made his first 7-figures?
No, he isn't.
Do you think Josh Lyons is 8x better at sales now than when he was when he was a closer making $100,000/pm?
No, absolutely not.
So how on EARTH did they make this exponential jump in income if they didn't acquire more skills?
They acquired the single most important thing that any business can have right now at this moment.
Attention.
But not Mr Beast's kind of attention when you are selling so mass market that the only thing you can monetise is chocolate bars.
They acquired ENGAGED ATTENTION.
Engaged attention is the single factor that will build you the business of your dreams.
Every single person online now who was previously selling info product biz op courses is now coming out and revealing that it does not matter what you sell.
They have realized what the market leaders realized a long time ago.
You can make a killing selling backend sales infrastructure to companies even if you have never built one before...
You can make a fortune selling how to start an agency without ever hitting 50k with an agency...
You can make bank selling anything you want as long as YOU are perceived as the person to buy it from.
Now, I'm not saying you shouldn't have a great product.
You should absolutely have a great product.
But you should know that your skill level and your processes are not the things holding you and your business back.
You just don't have enough people who know who you are.
Heck - you might even be BETTER at what you do than the competitors in your industry.
You might be able to make 10k, 20k, or 100k a month with the skill level you are at RIGHT NOW.
RIGHT NOW!!!!!!!
But guess what?
You're too busy OPTIMISING YOUR FUCKING LANDING PAGE BROW HEADLINE AND MAKING SURE ALL OF YOUR FONT SIZES ARE CORRECT.
You need to take this very, very seriously, as do I.
Content is the ultimate form of leverage - it is unparalleled and I feel like you don't truly understand the power of it until you start paying attention via ads or cold email.
You pay attention because you don't know how to acquire it for free via content.
And this is what every single one of the biggest entrepreneurs, companies and even politicians have realised.
Get attention.
Without it, you don't stand a chance.
I'm off to make a reel and a YouTube video.
I advise you to do the same.
To your success,
Charlie McCormack