What if spending more money on ads is actually one of the most expensive ways to grow your business?

Most business owners are told the same thing. Want more sales? Get more leads. Want to grow faster? Spend more on ads. Want to make more money? Build a bigger audience.

But what if you don't need a huge audience at all?

It’s possible to make $1 million in sales with fewer than 5,000 active people on an email list. The key isn't always getting more people through the door. It's getting more value from the people who are already there.

More leads aren't always the answer.

Instead, you need to think about how warm your audience is, how quickly you move them towards an offer, and what happens after someone joins your list.

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This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

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Kennedy: Oh, I think it's disgusting that you're all being taught that the way to grow your business right now is just to jack up your ad spend and just scale the ad spend, scale the ad spend, get more leads, get more leads. It just couldn't be further from the truth.

Kennedy: In fact, getting more ad spend, spending more on those ads is the most expensive way to grow a business. And that's not what we want.

Kennedy: We want a lean business. We want a profitable business where you get to keep more of the money that you earn in your business, right?

Kennedy: And the people who have figured this out are the ones who have moved quickly and found incredible success by not focusing on the number of leads, by focusing on something else. Cuz we're all sold onto this thing.

Kennedy: It's so frustrating that we need to earn our success, that we need to put in our reps. We need to do that by having more exposure and having more market penetration, getting more people to see who we are, which is basically either to put lots of stuff into the algorithm of social medias or to jack up our ad spend so more people see us.

Kennedy: And it's actually neither of those things at all. I made my first million dollars in sales with less than 5,000 active people on my email list.

Kennedy: And 18 months before that, literally no one had heard who I was cuz I literally just launched the business. I went from one business which failed.

Kennedy: I put all my personal savings in that I'd saved up for like a decade. Didn't work out.

Kennedy: It was a software business and I was starting from nothing. I had no budget.

Kennedy: I had nothing. And I had a brand new email marketing account.

Kennedy: I remember I got it. It was an infusionoft account.

Kennedy: They later changed that name in to keep. That was the one I was using at the time.

Kennedy: I've used them all. And uh and I get the new account and I had a big fat zero subscribers.

Kennedy: And I got my first subscriber and so on. Right.

Kennedy: And the thing that didn't get me from zero to my first million was not a piece of content I put out, right? It wasn't a piece of content I put out.

Kennedy: It wasn't an ad I launched because I didn't run ads. I had actually no budget.

Kennedy: And that's how this formula, this system that I'm going to share with you now was actually created out of necessity. Aren't the best things to create out of necessity?

Kennedy: This is just how I did it. I never intended or or planned on sharing this.

Kennedy: And by the way, before we get into this, I'm going to I'm I'm going to uncover every single piece of this. I'm going to give you the numbers, the maths on screen about how we did it.

Kennedy: I'm going to show you that at the very end. The whole the whole thing about how we did it and how I went from nobody know who I am to being the person who all of the people in this space come to for my advice and how I did that basically from start a standing start in 18 months later being that go-to guy.

Kennedy: We're going to get into all of that. If you like this kind of stuff, by the way, make sure you hit the subscribe button because that means more of these videos of mine from my channel will actually show up in your news feed.

Kennedy: Um, which means it'll be awesome because I talk about how to grow your business, how to make more sales, how to start that side hustle, how to scale things up and how to make more money for you, your family, so you've got more choice. Also, if you like the video, hit like because that lets me know you like this kind of content.

Kennedy: I'll make more stuff like this. It's always good to know kind of what you guys are are interested in.

Kennedy: So, let's go all the way back, right? I'm starting there from zero and I'm staring at the screen thinking, how am I going to do this?

Kennedy: I've got no budget for ads, right? So the answer to this was never going to be add more ad spend, add more leads to to the whole system.

Kennedy: That's not it. Because actually the problem that we're solving for is not a numbers problem.

Kennedy: It's a conversion and value problem. It's actually all to do with the temperature of the people who are on your email list, not how many of them are on it.

Kennedy: Because it's a bit like if you make a lovely dinner, if I make a lovely roast dinner with roast potatoes and mashed potato and all these beautiful vegetables and and gravy, the whole thing, which I'm really good at, like I'm really good at making a roast dinner. I make one pretty much every Sunday and family come over for it.

Kennedy: It's great. But if I leave it out on the side with the gravy on, it's going to get colder and colder and colder.

Kennedy: And that's like from the moment that someone joins your email list, they're getting colder. They're like a Sunday dinner, a roast dinner sat on the side.

Kennedy: They're getting colder and colder and colder. They're far from optimum.

Kennedy: They're not going to taste good. Do not eat your subscribers.

Kennedy: Thank you. So, what is it that actually makes this happen?

Kennedy: There's a bunch of things. There's some numbers we definitely want to be looking at, but they're not the ones that everyone sort of talks about when we get into them.

Kennedy: And I'm going to show you how we're going to ascend people as well. So, let's let's actually get it.

Kennedy: There's actually five stages that we're going to go through. So the first stage of this is where we get the audience from cuz we're going to find an audience from a very particular place which brings them in pre-warmed which is awesome.

Kennedy: So the first thing I did is I borrowed other people's audiences. So instead of months of content creation trying to build my own audience trying to get the algorithm to show my content to new people which is basically what I'm doing here on YouTube.

Kennedy: this really slow long way of building my audience and the only reason I can do this right now is because I've got all the other stuff working for me and I I'm happy to sort of take a hit on this for a few years, right? It's the only way we can make this happen.

Kennedy: What I realized is rather than doing all of that from the beginning, which is very slow, going to take a long time to do it. What I did is I realized other people have already very kindly assembled all of my perfect prospective buyers.

Kennedy: They've put them into communities. They've put them into podcast listenership audiences.

Kennedy: They've put them on their YouTube shows. They're in their masterminds.

Kennedy: They're in their coaching programs. So, what I did is I went around and I went and I gave trainings and sessions and did Q&As's and gave interviews inside of their programs.

Kennedy: And there was no big hard pitch at the end. It wasn't like a a JV affiliate webinar type thing where there was a big pitch at the end.

Kennedy: It was a very soft call to action. And I'm going to show you what I learned about the best way to move those people over in a second.

Kennedy: But the big lesson here is that we borrowed other people's audiences, right? Um because before that in in the previous business, which did not work, we were doing content marketing.

Kennedy: I actually hired a full-time member of staff and she would write our blog. She would literally come into the office every day and be producing blog posts all day long, right?

Kennedy: And that was really tough. That was really, really slow.

Kennedy: And I even tried to get other people to promote my offers in exchange for a commission, saying, "Hey, would you promote this? I'll give you a percentage." And I got a lot of nos.

Kennedy: I got a lot of people saying no because they'd never heard of me. I had no credibility.

Kennedy: Basically, everybody said no. Right?

Kennedy: It really, really, really was very, very difficult. So, building my own audience, that's really, really hard because when you're trying to build your own audience, you're basically doing two jobs at once.

Kennedy: One thing you're trying to do is reach people. So, you're basically got like a really shitty job of trying to work the algorithm, which is really awful.

Kennedy: The other thing you're trying to do is get the audience who you do get put in front of to trust you. So, you've got to do all that personal branding and marketing.

Kennedy: And if especially if you're newer, which I was, then you have no credibility. You've got no success stories.

Kennedy: You've got nothing you can talk about. I mean, these days I can say, "Hey, we've helped more than 9,000 clients and I've uh spoke on stage with all these amazing people.

Kennedy: I've got great credibility, but I had nothing nothing at all that I could even borrow from other things that I've been working on. So now we have this quandry of like I haven't got years to get this right.

Kennedy: That was really the slow lane. So it reminds me of this story is this lecturer at university and he's got this marketing class and he asked them how they'd build a brand new hot dog business that sells like crazy.

Kennedy: And they the class all shouted out from the different parts of the room. One person said, "I would have genuine German brat first hot dogs." Now he's like, he was like, "It's good, but I'd beat you." Okay.

Kennedy: Another student shouts out a bigger, cooler signage, branding, and stuff. And the lecturer said, "I'd beat you as well." Somebody else shouts out awesome toppings like crispy onions and pulled beef brisket.

Kennedy: I'll beat every single one of you. without having to do any of those things.

Kennedy: The only thing I would do is I would go park up my hot dog van outside of a football stadium on match day where there will be a starving crowd because getting in front of the people is the hardest part, right? And what's beautiful about when you borrow an audience when they've already been assembled into the stadium and cooped up in the heat and the drink for hours, that's what your audience are.

Kennedy: They're already around there with problems. Well, the great news is when you show up and park your your cart outside, well, that borrowed audience doesn't just give you the attention cuz they're walking past the van or they happen to see you doing a a a session inside the group.

Kennedy: The most amazing side benefit is, and this is the bit that really makes the big difference, is that it comes with borrowed trust. When someone else who owns that community, who's built and cultivated that community, says, "Hey, this is Kennedy.

Kennedy: He's the guy about email marketing and conversion. You are not showing up as like some rando stranger.

Kennedy: You have been endorsed. You've been put on a pedestal as the person about that particular topic.

Kennedy: And that's why as soon as you start the trust is higher and then they get to experience some of your teaching. So now they're like, I even like the way this person teaches.

Kennedy: A lot of the normal barriers that cause people to not buy and cause conversion rates to be really low are completely oblit obliterated from the beginning. Right?

Kennedy: So you don't what's really nice about this is you don't have to have the perfect marketing message completely dialed in. You don't even have to have all the perfect stuff.

Kennedy: You don't have to do all this convincing anymore, which is really useful, especially if you're in the early stages with a business or a new offer. So, you're now in this place where you're like the person because somebody else said you're the person and it's a person they already trust cuz they're already in their program, right?

Kennedy: And here's the big kicker. Every content creator, every community leader who has your perfect audience is always, always on the lookout to give more value to their audience.

Kennedy: And you can be the person who gives that value. So when you show up with a really good compelling specific idea and it must be good, compelling and specific.

Kennedy: It can't be email marketing. It can't be weight loss.

Kennedy: It has to be a specific idea. They can latch on to it and think that's going to give great value to my audience.

Kennedy: When you tell them there's no big pitch at the end, that is awesome. So that's the first part.

Kennedy: You got to get in front of these people and positioned as an expert because once you do that a whole bunch of times, it doesn't take long until there's enough people there who think of you as the expert. and now you are the expert.

Kennedy: That's exactly what I did. But so many business owners go and give a great training.

Kennedy: They give great content. They give a fantastic interview.

Kennedy: They were insightful. They were funny.

Kennedy: They were them. They were they were brilliant.

Kennedy: The host says they were great. But then nothing happens off the back of it.

Kennedy: Nothing happens. Which makes all of that interview kind of pointless.

Kennedy: All that content you put together a complete waste of your time. Because what we need to do next, we need to get the audience who you've been put in front of to come and follow you into your world.

Kennedy: We're going to get a percentage of them to come and follow you as well as the person they're already following. Right?

Kennedy: So, how do we move the audience? One of the things that people are way too slow on is actually moving someone from being a subscriber to their email list, their newsletter, and actually getting them to buy.

Kennedy: Most people will give an interview or give a piece of content and mention their social channel or maybe the more sophisticated ones will have some kind of gift like a PDF guide or a set of downloadable prompts or something like that. That happens.

Kennedy: The problem is they're not that interesting. Those things are just not that interesting.

Kennedy: You have to do a lot of work during the interview or during the training to position that PDF or those prompts as something that's really desirable. And that's a lot of work when you really just want to be present and giving away really good stuff.

Kennedy: And then the ones who do go and opt in, download and sign up for those things hardly even look at it because it's low perceived value. It's low perceived value because it is free.

Kennedy: So the question then becomes, okay, how do we use the psychology of taking away the fact it's free but still make it available for free? Cuz when you say something's free, it losers the value to pretty much nothing cuz you're saying it's worth nothing.

Kennedy: And I've given thousands of trainings inside of communities and on stages in front of thousands of people the best way. And I've tested PDFs.

Kennedy: I've tested quizzes. I've tested interactive things.

Kennedy: I've tested prompts. I've tried giving away part of our $500 program to show them the value.

Kennedy: I've tried lots of things. The one thing that works better than anything by far when you're giving a talk, a training, a presentation, whether it's online or in person, is to offer them a ticket to a free online master class that you're going to do online within the next 7 days.

Kennedy: Why does that work? Because a PDF is really asking for nothing at all, just their email address.

Kennedy: So, it's worth pretty much nothing. A class that has a date and a time for them to show up is an appointment in their calendar for them to commit one or two hours to you.

Kennedy: One or two hours they're never going to get back. So the moment that somebody puts you into their calendar, they have made a free commitment monetarily, but they've made a huge time commitment to you.

Kennedy: And that shows that this topic that you talk about is so valuable to them that they're willing to give up 100 p.m. till 2:00 p.m.

Kennedy: on Tuesday the 2nd of October just to that and just to have you teach that thing. That is the perfect way of doing it because now what you're not doing is just collecting people's names and email addresses.

Kennedy: You're actually now getting commitment. And here's what's awesome.

Kennedy: The timing is what makes it beautiful. So, let's say you do the training on Tuesday, the class is going to happen that you offer them the following Monday.

Kennedy: They're still warm from having heard about you in an endorsed environment by the other group leader. They haven't had time to forget your voice.

Kennedy: They haven't had time to forget why they like you and love you and think you're fantastic and all that credibility. So, they show up, you teach something genuinely useful, and then you make an offer right during that.

Kennedy: You don't make an offer during the training you're doing in the community. You don't make an offer, a sales pitch or a paid offer during the podcast interview.

Kennedy: None of that. But you do when you invite them to the free extra class that you're going to do.

Kennedy: Yes, you collect their email addresses. Yes, collect their names.

Kennedy: You probably want to collect their phone numbers as well so you can do SMS or WhatsApp follow-up. But on that master class, you make an offer.

Kennedy: And the offer doesn't feel like you just did a sort of bait and switch on these people. They signed up for something with a start time.

Kennedy: They signed up for something which was a commitment to them in their calendar. Nobody signs up for a live class thinking, "Oh, this is kind of casual.

Kennedy: I'll see if it's any good." No, they're thinking, "I'm going to choose to be there instead of somewhere else." So, yes, there is an offer at the very end of that free class that you host. Right now, I realize that some of you are now going to be feeling a little bit weird about doing that.

Kennedy: Please don't. They give you an hour or two because they want your help.

Kennedy: And before this, you've already given them a free hour or two in the interview or in the training you did in the community. You've already given given given you.

Kennedy: They then show them to your class. They want more of you.

Kennedy: They want more help. They're so willing and they're so in need of that help that they're willing to have put a time in their calendar and show up.

Kennedy: You're going to give them another hour of content. At the end of that, don't be tempted to continue extending the free line.

Kennedy: We want people to step up and commit with their money now, right? And I'm going to actually give you the the numbers, right?

Kennedy: Let's say the host of the community where you do the training gets 100 people, 100 people watching your training. Out of that 100, 50%, 50 of them register for your free master class within the next week.

Kennedy: That's 50 people now on your email list who are registered to come to your thing. And I've done this on stages in person.

Kennedy: I've done this in online stages. It works for both beautifully.

Kennedy: Now, 40 of those 50 people who registered show up to watch you live or they watch the recording. Okay?

Kennedy: And 20% of those people buy your offer. That is eight sales.

Kennedy: Eight sales within 7 days. Now, if you've got a $1,000 offer, that's $8,000.

Kennedy: If you've got a $10,000 offer, that's $80,000. That's from one free training, and it's collected within $7 days.

Kennedy: So far, what we've done is we've borrowed an audience. So, we have warm, pre-warned people joining your email list.

Kennedy: Some of them have now bought from you, but there's still a good chunk of people who haven't. And in our example, it's 42 people haven't bought yet.

Kennedy: We've still got loads of opportunity there. We still don't need to crank up some more ads.

Kennedy: We can still go to those people cuz their psychology. The 42 people who haven't bought yet did register.

Kennedy: Some of them showed up live. So, they care about the topic.

Kennedy: So, what I now have is some automated emails that are going out, whatever else I happen to be doing while I'm talking to you right now, while I'm working with clients. automated emails that I wrote years ago that are following up with these people that allows us to do is turn even more of these people into clients and customers.

Kennedy: We're not going to stop at the eight. We're going to get more of those people to buy.

Kennedy: And I don't want to miss out the part that everyone gets wrong because they make it so much more complicated. So, this is what we call the 30-day email engine.

Kennedy: You don't need 30 days of different products and services. You don't need five or 10 or god help us 30 different products.

Kennedy: I follow up for 30 days about the same product or service. Amateurs spend more and more of their time building more and more of their offers.

Kennedy: That's just more and more offers that people might not want and they're just guessing whether people want them and hoping. What professionals do who are really squeezing the most money out of their list is they find a series of very different ways of presenting that same product or service.

Kennedy: Because when you sell the same product or service for a longer time, those people who you brought in get a much deeper understanding of what it is and why they should buy it. And that means more of them buy it, right?

Kennedy: Doing this took one of my offers from $27,000 in sales with the rest of the automated emails in place that turned it into over $500,000. That was a product that was a membership of the same thing.

Kennedy: So this is what I call the Rome offer, right? It's called the Rome offer.

Kennedy: All roads lead to Rome. this offer.

Kennedy: And some of these emails, they will directly make an offer for that product or service or to book a call or to click and enroll. However your sales process works, it works with book a call.

Kennedy: It works with get a call on the calendar with apply with with click and buy this thing. However you sell the thing, some of these emails will be sending people directly to that.

Kennedy: Whereas others are going to link to a video that explains something that makes them want it even more or get clarity on something or overcomes an objection or others might even take them to a trial or to test out a smaller piece of the whole offer. We're going to do that for 30 days.

Kennedy: So now we've got more of the people in your world actually buying when we do this. That is so much better than just having to spend more money on ads.

Kennedy: And of course, once you do crank up your ad spend, all of these things compound and multiply the results, so you get even better return on your ad spend. Your rorowass is absolutely wild.

Kennedy: Absolutely wild. This is so much faster and more intelligent growth than just building a humongous email list and then struggling to figure out how the hell to actually convert it, which is what I work with people on every single week, right?

Kennedy: How do I convert more people? But there is one more phase that is where the biggest money is made.

Kennedy: And if you miss out, well then you're basically not in the fast lane, right? You're really driving in that slow lane.

Kennedy: We call it the ascension. So we had a membership and it was $97 a month.

Kennedy: It still is. And that means that we would allow people to get more support and get direct help from us through a higher ticket offer once they were in that membership.

Kennedy: So, they join the $97 a month membership and we could offer them more support. The way it works mechanically in terms of how it's systemized, that first purchase of joining the membership says to them, I am a person who buys from Kennedy and I'm a person who buys stuff to solve this problem about this topic.

Kennedy: That's what that first purchase does, right? Everything after that is now saying, "Hey, do you want to go faster?

Kennedy: Do you want more help? Do you want more personalized support?" There's a guy called Aiden, right?

Kennedy: Customer of ours. He's from the UK.

Kennedy: He bought through one of my automated email follow-ups and that 30-day thing we call the email engine that we talked about earlier. And then after that, we offered him, hey, we're going to launch this mastermind group.

Kennedy: And he joined the mastermind group. And he was so good at implementing what we taught in the mastermind group and in the membership that I eventually offered him a job.

Kennedy: It's true, right? So, let's get really practical.

Kennedy: You don't need a really complicated bunch of all these different like spiders web of different bloody offers. What you need is to have the first rung of the ladder which is here's what I want everyone to buy the Rome offer and then have another offer which allows them to ascend something above it something that gets more personalized something that gets a bit more proximity maybe to you or a team member something that gets them a bit more exclusivity right things for this are like implementation programs done for you services that you actually can do things for them accelerator programs uh mastermind minds that kind of thing.

Kennedy: So, if you have a $1,000 thing, let's just say a person spends $1,000 and it might be over the course of a year if it's a membership or because you've got a a $1,000 program. And then 20% of the people who buy the $1,000 thing buy your $10,000 thing.

Kennedy: Well, let's put some numbers on that. A 100 people buy your $1,000 thing.

Kennedy: That's $100,000. 20 of those people add the extra $10,000 on.

Kennedy: That's $200,000. That gives us a total of $300,000.

Kennedy: Right? So that's four of the five steps.

Kennedy: Borrow from other people's audiences, move the audience to a live masterass, follow up for 30 days about your Rome offer, and ascend buyers into your higher touch, higher ticket programs. Okay, awesome.

Kennedy: There is one more big lever that you can pull to crank this growth up. And this is like the first domino that you can topple over and have all the other things we talked about actually multiply it.

Kennedy: But I will tell you now, it's not very sexy. It's not very like, wow, that's really exciting.

Kennedy: But it's the thing that can turn your audience into a million. And I call this the monthly buyer machine.

Kennedy: What we did then is we every single month would show up to our audience with a brand new promotion, but not to the buyers, to the non buyers. It would be some low ticket paid live workshop.

Kennedy: A small amount of money. We're talking about between $67 and $97 to attend the workshop.

Kennedy: Because the money collected, while it's lovely and it's great extra cash for our coffers, the actual reason was to change the identity of the person from being a subscriber who hasn't bought yet to being a buyer, a person who spends money with us. And people who move from being a subscriber to being a buyer are 60% more likely to buy other things from us in the future.

Kennedy: So the job of these live workshops was to move people from one side to the other. Now they need to be paid.

Kennedy: They can't be free miles classes. We've already done free stuff.

Kennedy: Don't keep offering people more and more free stuff. We don't need to do that.

Kennedy: We've done that. They're in our world.

Kennedy: They're getting our emails. They're getting our content.

Kennedy: Don't keep offering more and more free stuff. It's that's done.

Kennedy: Now it's time for get to get them to move from being a subscriber into being a buyer. So, you want a new workshop every single month because a new workshop each month is the easiest way to refresh your audience's attention.

Kennedy: Okay? Cuz one of the things people say to me is, "Well, if you keep talking about your room off and over again, don't they get bored?

Kennedy: Don't they chew out? Don't they just stop paying attention?" The answer is yes.

Kennedy: Unless you put a good new rapper on it each month. So, the easiest way to do that is to look at what you are already delivering for your other program.

Kennedy: So in my membership every month we did a live workshop where I that I actually taught a bunch of techniques and I also gave everyone a new promotional email campaign which I taught each month. So what I could do is I could alternate each month between teaching a workshop and teaching an email promotional campaign.

Kennedy: Two classes I was already going to deliver and you're going to have things in your business that you're already delivering. You don't need to add more stuff in.

Kennedy: This is just about releveraging and squeezing more out of what you're already doing. So now we're going to promote to the people who aren't members, who aren't in your program.

Kennedy: Hey, you can come and have access just to this workshop, just to this element, and they can come along too. No extra work from you.

Kennedy: As you can see, I'm obsessed with squeezing the most out of the things that I'm doing. So then it all comes together.

Kennedy: The subscribers buy the workshops, the workshop buyers buy memberships, and the membership people become customers of the high ticket. This is the compounding effect of it all.

Kennedy: This is what brings it together. And we ran this every single month for months and price these workshops between $67 and $97.

Kennedy: So, as I said earlier, I did say I would bring out all the maths and put it on screen for you to see how it worked. So, at one snapshot in time, um, we had $420 members paying us $97 a month.

Kennedy: It's almost $41,000 per month. We had obviously people who have 12 months of the year.

Kennedy: So that's $488,000. Of the people who now ascended into our high ticket accelerator, that was $7,500.

Kennedy: We did about 40 of those when we were running it to add an extra $300,000, giving us a running total of about $800 grand. And then we added a mastermind on top, which I think was about 5 1.5 grand.

Kennedy: 22 people in that gave us $121,000. Plus, we had a lot all those sales from the low ticket and other master classes we were doing, which added another $90,000.

Kennedy: We also then later added an agency in to do done for you email marketing and consulting. Add it all together and from a list of less than 5,000 people, we turned over a million dollars in sales.

Kennedy: And because there was no ad spend, the gross profit, the money left in my pocket to go and enjoy was extremely high, right? It was a lot of a lot of great cash.

Kennedy: And I had a really really good time in and setting all of that stuff up. Now, when I started this, of course, nobody knew who I was.

Kennedy: That's the whole reason that I did it this way because I had nothing else. I had no audience to sell to.

Kennedy: I had no status. I had no influence.

Kennedy: I had to borrow other people's audiences and I just became obsessed with maximizing the sales from that list. Now, there is one psychological trigger in people's minds that actually gets them to chase you rather than you having to chase them.

Kennedy: Go watch this video. I go into full details.

Kennedy: Go apply this. It'll absolutely crush it for