What if doing less could make you more? More time, more freedom, and even more sales.

Right now, course creators are tired. They are working late, trying to show up on every platform, creating new programs nonstop. They think this is the only way to grow. But all it really brings is stress.

The truth is, you don’t need to do more. You need to do less—but do it better. That’s what I call the lazy way. And it’s worked for me. It brought in more than 9,000 paying clients and over $3 million in sales from one Stripe account.

Let’s look at how you can do the same.

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00:01.59

Speaker

Everyone is exhausted. They've been pushing. They've been hustling. We've been told we've got to idolize this getting up at 4 a.m. and working all nighters and be on all the platforms and doing more and more and more.

00:14.14

Speaker

but Those people are like being built up to be our heroes, but they should not be admired, right? Because that kind of behavior, you can do it for a small sprint. We've all done the all nighters when something's absolutely got gotta to be done.

00:28.75

Speaker

But you can't live that way. It's not sustainable. So what I want to share with you today is what I call the lazy way. The lazy way to build your business. In fact, this is the same way that I've used to bring in more than 9,000 paying clients into my business to make more than $3 million in online sales just in this one Stripe account. And it all comes down to just three separate things. These three things I'm gonna share with you today.

00:58.65

Speaker

Let's do this.

01:03.67

Speaker

Welcome to the show. do you know what I found the other day? that About only a quarter of you who watch this show every single week are actually subscribed to the channel, which means that most of you are not subscribed to the channel. So do yourself a favor, hit the subscribe button right now while it's on your mind, because that one lets me know that you're enjoying this content that I'm making for you every single week, and I'm gonna keep making it for you. It also means that every week when I do release more and more videos, because do a few videos a week these days, They're going to show up in your feed. You're not going to miss out on any of these tips that are really to help you to build your online business. I just got finished making a brand new course of mine called Email Marketing Sorted. It's about the three psychological principles that I use to take one of my offers from $27,000 to over half a million dollars of the same offer. And I thought I'd extend the invitation for you to enjoy the entire program for free for tuning in. So you can do that by going to emailmarketingsorted.com. The link is also in the description.

02:02.07

Speaker

So what is this lazy thing about? Well, I want to go back to something I read the other day. I'm going to put it on screen. If you're watching me, where is it? Here it is. It's a quote from Bill Gates. It said, I will always choose a lazy person to do a difficult job because a lazy person will find an easy way to do it.

02:21.88

Speaker

I love that. It just makes you think that's true. Like most of us have got so many damn things that we want to be doing and we should be doing all these products and all these customers and all things we're trying to do to bring in more people and we're exhausted. It's really exhausting. So what I want to share with you is what I'm calling the lazy way to build your course business this year. So let's get straight into it. Let's bring the old iPad up and it all comes down to these three things that we absolutely have to understand.

02:51.83

Speaker

okay The first thing is that we have to understand that we need to pick just one person, one type of person that we're going to actually help. So the first part is one person. And the way we pick that one person, let's get into the actual tactics of this. like What do you actually do here? Is you have to answer this question.

03:14.54

Speaker

What is the one problem that you solve? So for me, I help course creators and coaches to make more sales of the programs that they've already got, right?

03:28.91

Speaker

That's the problem you solve. If you teach piano, then you help people learn piano. You don't help them do any anything else. you um You don't help them read music. you know The whole thing is you're going to help them learn piano.

03:41.82

Speaker

Learning music might be part of that, but what we're going out with is we help them learn piano. The second question, which is the bit that people really forget, and this is where everything goes awry, is what stage...

03:55.06

Speaker

is the person at when they actually need your help. So if I was a doctor or a surgeon and I specialize in like putting people's legs back on when they've had a horrible accident, the stage that they're at is they've got a leg hanging off, right? The stage that I help people at here at Email Marketing Heroes is when you've got your offer already, you've sold a few so you know people want it, and now you want to sell more of it.

04:22.73

Speaker

That's the stage I know our people are at. That's the pain and the frustration people out when they come to me. If you're a piano teacher, the problem you solve is, yes, they want to learn piano, but what stage are they at?

04:34.39

Speaker

Do they already have a piano? Or do they not already have a piano? Maybe they've already got a piano. Maybe it's been passed down and they inherited it from some great auntie or or a grandparent, and it's just been sat in the the downstairs um sort of dining room And it's now being acting it's now acting as a as as a fancy bookcase, right? And you finally decided, you know what? I should get that damn thing tuned and I should start to learn to play the piano. This person's already got a piano. Or is it a person who's like, I've just seen an amazing piano...

05:06.30

Speaker

ah recital is that the right word i don't know the right word right the piano concert and now i want to play the piano how do i do that so what is the stage at what that that that that this person needs to be at and once you've decided that and this one we get into the lazy way is we are gonna put a ring around that person and that is the only person we are gonna help we are going to remove all of the other people We're going to remove all of the content. We're not to make new content to help anybody else. We're not going to post anywhere to help anybody else. We're not going to run ads that help anybody else. We're going to remove because this lazy approach, this much more strategic and focused approach, another way of putting it,

05:51.19

Speaker

is all about removing stuff. So you're no longer hustling and overwhelmed with all these types people you've got to serve. So the first thing I'm going to is decide on the person and critically, the stage they're at, and then even more critically, we're going to remove everybody else. Okay? And we're only going to help that person. Now, i'm going to come back. so This is the first thing. The second thing is this one. i'm going to come back to that. And then the third one, here's the thing. Every time you put out a new course or a new program or some description, there is a lot of work for you to do. That's when you get crazy busy with all of the pieces of bringing together a new program, right? Every time you launch a new program, you've got to come up with a name for it. and I spend far too long working on the names of my things, right? you've come up with the logo. So you might get some AI to do that or a friend or a designer or whatever to do that. You might do it yourself because it might be handy Then you've got to really agonize over the headline for the sales page. How am going to put the headline? No, then you're going to write the rest of the copy of the sales page. But you're going to do video, you're going write what's going to say in the video and the bullet punch the video. Then you're to the video and you're going to mangle your words a few times and mess it up. And then you're going to, you're going to like edit the video and then going upload the video. And then you're going to lay out all the page and the copy and all the icons to get all the graphics and the pictures for it all and find them all. Then you're going to make it mobile ready. Then you're going create a shopping cart so you can actually take payment and you connect it to your Stripe account and your PayPal account. Then you need a thank you page to go to once they're bought.

07:14.90

Speaker

My God, it's exhausting. We're not even doing it. having automations that we actually receive the thing. they We actually need to make the product as well and make it really awesome with all the resources and the training, all that sort of stuff. And then you need to write all of the emails to promote it.

07:27.03

Speaker

My God, that...

07:32.06

Speaker

right It's a lot of work. In fact, I wrote down every time I launch a new offer, there are 27 individual things that I need to do on our checklist of items that need to be done. Not only do we need to do them, here's the awful thing.

07:44.31

Speaker

Not only do you need to do all these things, you need to do all of them and you need to do them well. Because if any of those things is not very good, the thing won't sell. So you've just created 27 or more points at which to fail.

08:00.54

Speaker

every time you launch an offer. And so it's no wonder every time i ask somebody, why aren't you doing this? Why not making more sales? and they say to me, I'm just so busy with everything else. Well, the truth is, if you're busy with everything else that's not making sales, then you're busy with the wrong stuff. Because if you can't make sales, you can't keep doing all the other stuff. And the reason people generally are going, oh, well, I'm busy, because they're making another program.

08:22.71

Speaker

I'm sure you've done it I've done it as well. I've absolutely done it. Where I'm like, I've got one program, it's just not selling. I'm going to make another program. And I go through all 27 things and I launch the thing. The problem I've got then is I've now got two programs that are not selling.

08:37.88

Speaker

Instead of busying myself and basically distracting myself from what I should be doing, figuring out how to sell my program, I distract myself with creating a new program and all the fun, enjoyable stuff that I enjoy doing to to actually build a new program.

08:54.33

Speaker

Instead, what I should do is focus just on selling that one program. So the next piece of the puzzle is to have one course.

09:07.99

Speaker

One course, right? You've got one person you're helping and you've got one course that you are promoting. And I call this course, I have a special name for it. I call it your Rome Offer. Your All Roads Lead to Rome Offer. Because all roads lead to Rome. And what that means is everything you do, every piece of content you create is to help you sell that one course. Every YouTube video you do, it's about selling that one course. Every piece of networking, everything you do online, everything you do in your life is about selling that one program.

09:43.70

Speaker

And there's a common piece of wisdom, which I agree with, which is you keep selling that one course until you make a million dollars from it. Because once you've done that, you know for sure how to sell that one course. Rather than having a bunch of courses, which i most people do, have a bunch of courses that they don't know how to sell.

10:05.94

Speaker

So what is this middle bit? Well, the middle bit we need to have is we need to have course. automated

10:17.46

Speaker

sales o system. if we've only If we've eradicated and removed all the different types of people we could have been serving, but we're only focusing on one,

10:29.66

Speaker

the lazy way. If we've gotten rid of all the programs that we were having to deliver and all the coaching calls and all the all the programs to maintain a great and create an update and we've gotten rid of all of them apart from one, that's the lazy way. But the final lazy way is we need to have it so we've got more freedom, and we can spend more time with our our family, our parents while they're around. All these people, we have to automate how we make sales. We We have to have an automated, one automated sales system.

11:00.41

Speaker

And that automated sales system, let's get into the details of it. The automated sales system is made up of a bunch of emails that you're gonna automatically send to every single person who joins your email list, which are all about your one course. And they're all targeting that one person.

11:18.24

Speaker

So eradicate all the complexity and they're going to do a bunch of things, right? Thing A that they're going to do is they're going to highlight

11:29.18

Speaker

different parts of your course. All right. That's the first thing. So, for example, I have a I have a course called the automated email engine. It's our roam offer.

11:42.26

Speaker

It's absolutely amazing. One of the things I'm going highlight about that, because your program, just like mine, will have lots of different things that it achieves. So each of the emails that you send out can talk about each of the individual things. Instead of having a list of lots of different things in that email that it does like, hey, it does this and does this and this.

12:00.66

Speaker

Just focus on one per email and give it a bit of space to breathe. OK, so all we're going to do is, for example, in our automated email engine, one of the things it does is that I could do an email about is it allows you. It's a system for allowing people to join your email list and you can turn them into a buyer within 30 days of joining your email list rather than waiting months, if not years. That's one of the parts of the program. Another part in another email might be, hey, we actually convert more of your email list, a higher percentage of your email list than usual because we use five different psychological buyer triggers to get more people to buy. That's a separate separate email.

12:43.64

Speaker

Even though they're related because it's all about the same course, it's a separate email. Okay? And that could go on and on. Hey, we get more of your emails delivered because of the way we do this. Blah, blah, blah, blah. They're all different emails.

12:55.86

Speaker

The second thing that these emails for this automated sales system need to do is to actually remove risk. To remove risk. When someone's about to buy from you, there is a always a risk. They're going to hand over some kind of commitment. It might be a commitment to a large amount of money. It might be a commitment to an ongoing relationship.

13:17.61

Speaker

They are going from a place of, if I just sit here, there's no risk. If I do something and invest in you, there's a higher risk. We have to remove that. We have to say, actually, the risk is actually higher if you don't do anything. How do we do that? We offer things like A little trial, like ah a low cost trial or a free trial, or you allow them to buy just a piece of the entire program to actually experience it themselves. Or you offer some kind of big promise or guarantee. So how can you remove any or at least reduce any perceived risk? C is you're going to teach.

13:50.01

Speaker

or educate and the reason you have to do this and this is really important look if every email you send only shows up and says here's another reason to buy it here's another reason to buy it and it's just like buy my thing buy my thing very quickly people realize they don't need to bother opening your emails because they know all you're going to say is hey here's another reason to buy my thing if they've already decided for whatever reason now is not the right time to buy your thing they're going stop opening your emails and And so what's going to happen is over time, if it's just constantly selling in your emails, you're going to reduce the goodwill that you've got with your audience, with your subscribers. And that means also reduce the percentage of people who are actually opening and even looking at your emails in the first place.

14:31.36

Speaker

So what we need to do is we need to reset and rebuild goodwill. But we don't want to just do that willy nilly. We don't want to just do that frivolously. So what we're going to do is the best way for somebody to understand how good your stuff is and how different it is from all the things they've tried before is for you to actually show them.

14:49.53

Speaker

So you're going to teach something. You're going to show them, hey, here's a new way of thinking about it. And when you teach something that restores goodwill, it gives them reasons to open your future emails because it might not just be another sales email. It might be teaching them something that is really valuable. And they get to experience what it's like to learn from you, which is what you're asking them to do when they buy from you. So we're going to make sure that we teach and we educate.

15:15.38

Speaker

Number D, we've got two more, right? D is to overcome...

15:21.97

Speaker

objections. Overcome objections. One of the big reasons someone's not joining your program is they've got objections. there Will it work for me? What about my situation? Can I get a payment plan? All of these things. if you own If you really own and understand someone's objections, just by the very fact that you show up and say, if you've got this objection, that makes the person go, this person gets me. This person understands me. And what's really cool is because you're using this lazy way,

15:51.18

Speaker

You're only speaking to one person? You are damn right you understand their objections because then you're only speaking to one type of person, right? It's this one person who's in this particular kind of situation. So write down all their objections, write emails that actually say, I understand and here's why we've had success with people who've had an objection in the past and here's what they've done. That's the best way of handling objection, by the way.

16:16.86

Speaker

And then the final one, E, is about a reason to act differently. now and i don't mean that has to be like du du duda but but but i got join now and and be all all pressurey but the truth is if we don't have a reason to do something right now us humans will prioritize things which do have a reason to do them right now and your thing which doesn't have a reason to do right now becomes second or third priority and nobody ever does the third thing on that priority list right so the reasons that we people you can get people to act now comes down to this framework that i call the bap framework Right. Cool name.

16:53.56

Speaker

One reason for somebody to act right now is because of a bonus. Hey, if you join the course, if you enroll in the program this week or by the end of the day, you're going to get this additional thing.

17:06.50

Speaker

You're going to get this additional program. You're going to get something extra that you won't get if you delay. That's the motivator. The second, the a is availability.

17:19.06

Speaker

And availability is simply saying we're actually closing admission to the program. You'll be like the person who's locked out of the club just hearing the bass of the tunes coming from from through the wall. You'll hear the people shouting and screaming and having a great time, but you'll be outside.

17:36.43

Speaker

You've got to get in now because the door is going to close. Getting somebody to realize that it's now or never is a good way of getting them to make a decision. And that decision might be yes, but it also might be no. But the whole thing we're trying to do is get them to actually make a decision.

17:50.10

Speaker

And the final one is the one that everybody goes to. It still works when du don't done correctly. It's price. And that is the price is going up or your discount is ending. There's something to do with they're going to end up paying more for access to the same thing.

18:06.56

Speaker

When you have got all three of these things in place, what you've now done is removed complexity. We have removed all of these different people we're serving. We have now one singular system that we are refining and tweaking and not running around going, I'm doing webinar, I'm doing a challenge, I'm doing all these things.

18:23.17

Speaker

You're just doing this one thing and refining that one system and you're doing it for one course. One you who've done this is what I call the lazy way. In fact, there are only three emails that you should be sending to your email list every single month. Only three. In this video, I'll walk you through exactly what they are. Go check it out and I'll see you in that video.