How Justin Welsh Built a $15M Business With No Employees | Webinar Replay
- URL: https://www.youtube.com/watch?v=60mHQEwFYPE
- Channel: Kajabi
- Fetched: 2026-08-12T21:49:52+00:00
- Language: English (auto-generated)
Transcript
[00:00] Well, everybody, I could not be more
[00:01] than happy to welcome you here. My name
[00:03] is Jonathan Kronstead. Everyone knows me
[00:05] as Jron, co-CEO of Kajjabi. And I am
[00:07] going to introduce the man that you are
[00:09] all here to see, Mr. Justin Welsh. Hey
[00:12] everyone. Uh, welcome in. I’m super
[00:14] excited to be here. Uh, this is
[00:17] something that, uh, the Kajjabi team and
[00:19] I have been putting together for the
[00:21] last few months, and I’m really excited
[00:22] about. Uh, how to build a oneperson
[00:24] business. We got a ton of information.
[00:27] Uh just to give you a a quick
[00:29] introduction, my name is Justin Welsh.
[00:32] Uh as of 5 days ago, it was my 7-year
[00:36] anniversary as a solo entrepreneur or
[00:38] soloreneur. I’ve spent the last seven
[00:40] years uh working with the Kajjabi
[00:43] software and the Kajjabi team. So, this
[00:44] is a long time coming and uh really
[00:47] excited to share everything that I’ve
[00:49] learned. We’ve got a ton of stuff packed
[00:50] into 45 minutes. Uh but without further
[00:53] ado, I want to kick it back to Jron.
[00:55] He’ll tell you a little bit about
[00:55] himself and then we’ll dive right in.
[00:58] >> Outstanding everybody. Well, Jonathan
[01:00] Kronstead Jr. Kron here, co-CEO of
[01:02] Kajjabi and we could not be happier to
[01:04] be celebrating Justin’s 7th anniversary
[01:07] as a soloreneur and our opportunity to
[01:09] have partnered with him all of those
[01:11] years ago. Kajjabi is a platform that is
[01:13] your all-in-one digital business
[01:15] platform for every aspect of knowledge
[01:18] entrepreneurs. We just celebrated
[01:20] crossing over 12 billion dollars sold by
[01:23] people that are packaging businesses
[01:25] that they’re passionate about on Kajjabi
[01:28] and offering them to the world. So this
[01:30] is the exact playbook that if you were
[01:33] looking at how to start a oneperson
[01:35] business today,
[01:37] proven 12 billion behind it and we're
[01:40] going to dive into the details of
[01:42] exactly how you can make it your own. So
[01:44] it's going to be a lot of fun today.
[01:45] We've got our chat open, but we're going
[01:47] to be presenting here. So, we'll be
[01:50] logging all of the questions for our Q&A
[01:52] afterwards. So, please ask them. We will
[01:54] get to them and we can't wait.
[01:56] >> Cool. Awesome. And uh if anyone in the
[01:59] chat could just give me like a thumbs
[02:01] up, everyone see this, right? Kick it
[02:03] back to the beginning while I was there.
[02:05] Cool. Everyone. Awesome. You can see
[02:06] that JRON.
[02:07] >> Yep. Thumbs up, baby.
[02:08] >> Cool. So, this is called um the
[02:10] oneperson business engine and it's
[02:12] really about building predictable income
[02:15] without a team. We've already told you a
[02:17] little bit about ourselves as I
[02:18] mentioned uh seven years as a
[02:20] soloreneur. Uh my business recently
[02:22] crossed 15 million in profit on Kajjabi.
[02:25] Uh so that was a big big milestone. And
[02:28] uh for six of seven years it was really
[02:31] just myself in the last year. My wife
[02:33] has helped me by editing some of my
[02:35] newsletters if you're one of my uh my
[02:37] 200,000 readers. Uh, so really been a
[02:40] soloreneur for about 14 of those 15
[02:43] million in profit and I hope to really
[02:46] walk you through everything that I
[02:47] learned uh over the course of those
[02:49] seven years. Um, again, no employees, no
[02:52] investors, I don’t have any outside
[02:53] money in the business. Uh, it started in
[02:56] a in a very strange way. And the way
[02:58] that it started was this was August 1st
[03:00] of 2019. So again, just about 7 years
[03:03] ago to the day. and uh I was a chief
[03:06] revenue officer at a startup company in
[03:08] Los Angeles and uh built that company
[03:11] from its first dollar in revenue up to
[03:13] 70 million in recurring revenue. I had a
[03:16] team of about 150 people. I was in
[03:18] charge of sales and marketing and this
[03:19] is my last day. You can see how excited
[03:22] I am. I’m smiling. I’m holding a trophy.
[03:24] This is sort of my my sendoff. Uh but
[03:26] the thing that that guy in that picture
[03:27] who was much younger uh didn’t know is
[03:30] that I really had no idea if I was going
[03:33] to be able to make any money on my own.
[03:36] And I didn’t actually really plan that
[03:38] well for it. I had built some pipeline.
[03:40] I knew I could do some consulting but I
[03:42] got my Kajjabi stuff started and I
[03:44] thought this might be like a threemon or
[03:48] sixmonth break from being a SAS
[03:51] executive. That was what I had
[03:53] originally intended and that was 7 years
[03:55] and 5 days ago and I’ve never gone back.
[03:57] So, uh I’m going to walk you through all
[03:59] the things that were important to me
[04:00] over the last seven years. It’s going to
[04:02] be about 45 minutes of u of teaching.
[04:05] I’m going to try and keep it I’m going
[04:06] to try and talk slow so that you guys
[04:08] can get everything. There’s a ton of
[04:10] information in here. And what’s really
[04:12] interesting is that these are going to
[04:13] be this is going to be the first of
[04:15] probably uh many of these that I do with
[04:17] Kajjabi. So, as you go through this and
[04:19] you’re watching this presentation and
[04:20] there’s going to be a ton of
[04:21] information, if we hit on anything that
[04:23] like really lights you up or you’re
[04:25] like, man, I I wish we were going 10
[04:27] steps deeper on that particular topic,
[04:29] let us know. It could be the topic of
[04:31] our next webinar or one two months from
[04:32] now. That would be really, really useful
[04:34] feedback. At the end, we’re going to
[04:36] open it up for 15 minutes of Q&A.
[04:38] There’s 900 probably will soon be over a
[04:41] thousand people on this, so it’s going
[04:42] to be difficult, of course, to get to
[04:44] every person’s question. we won’t be
[04:46] able to, but we’re going to try our best
[04:47] to get to some great questions. And if
[04:49] you stick around to the final minutes,
[04:51] we’re going to give you a link to my
[04:53] solo business starter kit. And this is
[04:55] essentially a really robust and detailed
[04:58] prompt that I’ve developed myself. And
[05:01] you can use it inside of the Kajjabi
[05:04] co-founder. So, if you’re not familiar
[05:05] with Kajjabi Co-founder, you’re going to
[05:07] get a 14-day free trial if you stick
[05:09] around. You can use Kajjabi Co-founder.
[05:11] You can literally dump the prompt into
[05:14] Kajjabi Co-founder. it will connect to
[05:16] everything you’re doing and it will help
[05:18] you create all of the stuff that I
[05:20] talked through today. So that is
[05:21] something we’ll share with you in the
[05:23] last five minutes. So let’s uh let’s
[05:25] dive in. Cool. So I think it’s important
[05:29] to cover the reason that a lot of folks
[05:32] never get started. And maybe this will
[05:34] resonate with some of you guys on the
[05:35] call. I know it resonates with me
[05:37] thinking back to late 2018, early 2019
[05:41] when I was thinking about doing my own
[05:43] thing. there were just a lot of options,
[05:45] right? You can be a coach, you can do
[05:47] consulting, advising, paid newsletter.
[05:50] Now there’s AI stuff. You start a
[05:52] YouTube channel, podcast, build a SAS.
[05:54] There’s like a million different
[05:56] options, right? So choosing an option in
[06:00] and of itself is difficult enough, but
[06:02] even once you choose an option, what I
[06:05] found is the most difficult thing after
[06:07] that is trying to figure out which
[06:09] tactics to use. Right? There’s a million
[06:11] experts online. There’s a million people
[06:14] telling you they’ve got the mystical
[06:17] magical 84step funnel that guarantees a
[06:20] million dollars in the first 6 months,
[06:22] right? There’s a lot of that stuff out
[06:23] there and you’re hearing like
[06:25] contradictory advice. There’s advice
[06:27] that’s like this guy says this and this
[06:29] gal says this and it’s totally the
[06:31] opposite. So, I want to try and clear
[06:33] some of that up today by giving you guys
[06:35] clear first steps, right? Because when
[06:38] everything feels important, nobody
[06:40] moves. Nobody gets anything done. They
[06:43] feel very frozen in time. And I hate
[06:45] that feeling. I still feel it today when
[06:47] making some really complicated choices.
[06:49] The model that I’m going to go through
[06:51] is going to literally fit on a napkin.
[06:53] It’s that simple. Uh simplicity is a
[06:56] huge part of my game. And so I’ll talk a
[06:59] little bit more about that in a moment.
[07:01] We’re going to cover four parts. We’re
[07:03] going to cover attention and that’s
[07:05] people discovering you. We’re going to
[07:07] cover an audience and that’s being able
[07:09] that’s really talking to converting
[07:12] people that you can reach at any time.
[07:14] And to me, attention and an audience
[07:16] always get bundled in together. They’re
[07:19] two different things. One are people
[07:21] knows you exist and the other one is
[07:22] that you can actually reach those people
[07:24] anytime you want without an algorithm.
[07:26] So, we’re going to split those apart and
[07:28] we’re going to talk about those. The
[07:29] third thing we’re going to talk about is
[07:31] getting people to an offer that they
[07:33] have a high likelihood of buying. And
[07:35] then number four, I’m going to kind of
[07:36] wrap it in the operations. And again,
[07:39] I’m going to keep the operations very
[07:40] simple because my business is quite
[07:42] simple. That brings me to this note
[07:44] about simplicity, right? Well timed. Uh,
[07:47] as I mentioned, I get really frustrated
[07:50] when I see like a blurry document on
[07:54] social media with someone saying, you
[07:56] know, just give me your email and I’ll
[07:57] give you the magic, you know, secret
[08:00] funnel, right? Uh, or um, I broke down
[08:04] Justin Welsh’s complicated funnel behind
[08:07] 5 a month. Go pay for Buffer.
[15:04] Get your stuff loaded. Hit hit schedule
[15:07] and away you go in the rest of your day.
[15:09] Right here’s where I spend time when I’m
[15:12] looking for great content. I love
[15:14] pulling up like my buddy. I’m I’m really
[15:15] good friends with a guy named Dan Co. If
[15:17] you guys might know Dan, he’s talks
[15:19] about similar things to me. We’ve been
[15:21] good friends for about five years. But I
[15:23] I might go over to his LinkedIn or or ex
[15:26] account and say, “What’s Dan talking
[15:27] about?” Never want to steal his content.
[15:29] Don’t want to steal his ideas, but oh,
[15:31] that’s cool. Dan’s talking about X. I
[15:33] have a different opinion on that, or I
[15:34] have a different take on that, or I have
[15:36] a different story about that topic. So,
[15:38] a great place to go is go scope out your
[15:40] competitors or or just friends, right?
[15:42] Like, I don’t even consider Dan a
[15:43] competitor, but just folks who might
[15:45] talk about the same thing you do. create
[15:47] a running list of five, ten people and
[15:49] just keep an eye on it because if they
[15:51] talk about a topic and it resonates,
[15:53] it’s likely you can too. I like to look
[15:55] at my best content. So, if I write a
[15:57] piece of content and it goes well, I
[15:59] will take that piece of content and I
[16:01] will do like an old school remix, right?
[16:03] If you were live in the 80s and 90s
[16:04] remixes, I will take it and just say
[16:07] like, how do I write this same piece of
[16:09] content
[16:11] 10 different ways, right? and I’ll take
[16:13] the original piece of content and
[16:15] schedule it out once a day for 90 days.
[16:18] I’ve posted the same thing over 20 times
[16:20] before. Like it always generally works.
[16:22] So these are
[16:22] >> Hey Justin, one question I had for you
[16:24] and it’s coming up a couple times in the
[16:25] chat. You are one of the most consistent
[16:29] people I know in this space of
[16:32] generating attention. Are you always
[16:35] inspired when you sit down to batch your
[16:37] content for the week or is it more of
[16:40] the habit and the inspiration shows up
[16:42] when it does or the virality shows up
[16:45] when it does? Because I feel like a lot
[16:47] of people don’t they underweight the
[16:49] value of the habit and they overweight
[16:52] the value of the inspiration or the
[16:55] timeliness. How do you feel when you’re
[16:57] in this this process?
[16:59] >> Great question. Um there’s like a famous
[17:01] quote about writing where it’s like I
[17:03] only write when I’m inspired and f
[17:05] luckily I get inspired every morning at
[17:06] 9:30. I forget who said that. Maybe
[17:08] Hemingway or something. Um but that’s
[17:10] basically how I think about it. Um I’m
[17:13] I’m lucky and fortunate that this is my
[17:16] job. So let’s just be clear that this is
[17:18] my full-time job, which for some of you
[17:20] it is not. Um that doesn’t mean that you
[17:24] can afford to not have some scheduled
[17:26] time. So try and find a consistent
[17:30] schedule where you sit down and say my
[17:32] goal is to produce
[17:36] X five posts, 10 posts, whatever the
[17:38] batch might be. If you produce six,
[17:42] right? Even if you’re because you’re not
[17:43] feeling inspired,
[17:45] do the same thing again next week. And
[17:48] in between those time periods, find that
[17:51] inspiration because what I have found is
[17:54] that there are days where I sit down and
[17:55] I can batch everything super inspired.
[17:58] Days I sit down, get very little done,
[18:00] not inspired, but get it something done.
[18:03] And then like on a day in between those
[18:05] two days, maybe it’s like a week between
[18:07] those two days and I find a day where
[18:09] I’m super inspired and for some reason
[18:12] like everything seems to be flowing and
[18:15] I can just I I’ll sit down and harness
[18:17] that energy for like two hours. So
[18:19] there’s no perfect answer especially
[18:21] because I don’t know all of your
[18:22] schedules but but get a consistent habit
[18:25] of creating output. And one thing that I
[18:28] did that will be very useful for you all
[18:30] is when I was getting started on X, I
[18:32] used to tweet every morning. Uh, good
[18:35] Thursday morning, good Monday morning,
[18:37] good Wednesday morning. And then like a
[18:40] thing, let’s let’s um, you know, all
[18:42] solopreneurs today who are disappointing
[18:44] their parents, congratulations on making
[18:46] a hundred bucks today or like something
[18:47] just popped into my head. And I would
[18:49] just do that and it was all shitty
[18:51] content. But the idea was that I got
[18:54] used to publishing every morning and
[18:56] like I got that habit out of the way and
[18:58] I also got the fear of writing something
[19:00] stupid out of the way. And so by doing
[19:02] that it’s like you just create these you
[19:05] remove the roadblock if you will. I hope
[19:06] I hope that made sense. Um a couple
[19:09] other places Reddit’s amazing. Go find a
[19:11] Reddit group about your your industry.
[19:14] Go to the top Reddit question and you
[19:16] have instant content. Spend a lot of
[19:18] time on Reddit. Spend a lot of time on
[19:19] YouTube. I want to move forward and talk
[19:22] about how to write a great piece of
[19:23] content. And [clears throat] if guys, if
[19:25] I keep you a little longer today, I hope
[19:26] you guys don’t mind. I’m going to try
[19:27] and get everyone out of here on time,
[19:29] but I I want to get through all this
[19:30] information. So, to me, there are
[19:33] multiple ways to write great pieces of
[19:35] content, but I’m going to take you
[19:37] through a way that I think translates
[19:39] really well on both LinkedIn and X,
[19:41] right? I am not a video expert, so I’m
[19:43] sorry that I don’t have great advice on
[19:44] video. Um, but I’d be disingenuous if I
[19:47] was trying to teach you that. So this is
[19:49] all I’ve been doing for seven years. I
[19:52] have three steps. The first step when I
[19:55] write a piece of content to get
[19:56] attention is I don’t think about how to
[19:58] get attention. I don’t think about the
[20:00] hook. I don’t think about the call to
[20:02] action. The only thing that I think
[20:04] about is what am I trying to teach or
[20:06] convey? So what is the what is the
[20:09] thing? Is it a a three-step process? Is
[20:11] it an observation? Is it a contrarian
[20:13] take? A prediction? A comparison?
[20:17] um a oneliner like what what’s the thing
[20:19] I’m trying to actually say today right
[20:22] because when someone reads a piece of
[20:24] content they have to get some sort of
[20:26] value from it especially when you’re a
[20:28] beginner you have to be adding this sort
[20:29] of educational value or entertainment
[20:32] value or empathetic value you have to
[20:34] find that value so I start with the body
[20:37] what am I trying to say once I figured
[20:40] out what I’m trying to teach or convey
[20:43] the next thing that I do is I write out
[20:45] my call to action and here’s a little
[20:46] tip and we’ll talk about this more later
[20:49] in this presentation.
[20:51] I do something called writing for the
[20:54] magnet. I have three lead magnets in my
[20:57] business. I can tell you more later
[21:00] about how I decided on those lead
[21:01] magnets, but every piece of content that
[21:04] I write is relevant to one of those lead
[21:08] magnets. It ties into one of those lead
[21:11] magnets. One of those lead magnets is an
[21:13] extension of what I’m writing. So once
[21:16] I’ve written my body copy, the next
[21:19] thing to do is to say, which lead magnet
[21:21] did I write this for? Oh, I wrote this
[21:24] for my seven uh skills for sevenigure
[21:27] business owners. Okay, great. So, how do
[21:31] I attach a call to action that gets
[21:34] people from reading this piece of
[21:36] content to leaving LinkedIn or leaving X
[21:39] and going to the lead magnet and
[21:41] consuming it, right? because I want to
[21:43] eventually get them to my to my website,
[21:45] which we’ll talk more about. But it
[21:47] can’t just be like, “Join my
[21:48] newsletter.” Doesn’t work. I have 1.5
[21:51] million followers. If I say, “Join my
[21:53] newsletter, I’ll get 50 subscribers.” If
[21:55] I say, “Download my lead magnet because
[21:57] here’s why, I’ll get 600.” So, the
[21:59] difference is 20x. So, I’ll have a
[22:01] little bridge sentence underneath
[22:03] describing why they should pay attention
[22:05] to my lead magnet. And then I will offer
[22:06] it up and it will be relevant to the
[22:08] post.
[22:10] Once I’ve done that, I move back to the
[22:12] top and I say,“Great, I’ve got the body.
[22:14] I know what I’m trying to convey. I’ve
[22:16] got the relevant lead magnet and I’ve
[22:18] got a reason that people should go there
[22:19] and actually consume it.” The next thing
[22:21] and the last thing and the most
[22:23] important thing is why should someone
[22:24] stop and pay attention, right? So, I do
[22:27] two things. I build what’s called a hook
[22:29] bank. Hooks that I’ve used over and over
[22:32] and over again that always work. And as
[22:36] I’m scrolling content, Twitter,
[22:38] LinkedIn, whatever, I ask myself
[22:41] whenever I stop and read something, why
[22:43] did I do that? Most people just consume
[22:46] all the time, and they never stop and
[22:48] say, wait a minute, why am I consuming
[22:50] this? So, if you do that, you start to
[22:52] build that habit, you’ll start to notice
[22:53] there are great pieces of writing that
[22:55] capture your attention. And if it
[22:57] captures your attention, it’s probably
[22:58] going to capture someone else’s
[22:59] attention. Here’s an example. I’ll kind
[23:02] of walk through it quickly.
[23:04] If you take a look at this piece of
[23:06] content on LinkedIn, it is clearly
[23:09] broken into three parts. There’s the
[23:11] middle part, which is very crisp, very
[23:13] clear, and written for a fifth grader. I
[23:18] don’t even write at an eighth grade
[23:19] level. I am writing at a fifth grade
[23:21] level. I’m trying to be clear so that
[23:24] anybody who reads this can easily
[23:26] understand what I’m talking about. No
[23:29] jargon, no making the brain think too
[23:31] hard, short lines. They built this thing
[23:34] to be happy and spend most of their time
[23:36] doing stuff that makes them unhappy.
[23:39] That’s how a fifth grader might write.
[23:41] But when you put it in the midst of an
[23:44] intelligent piece of information, the
[23:46] writing doesn’t matter because people
[23:48] are consuming. So they want to be able
[23:50] to get the information. Next, the CTA.
[23:54] There’s a nice little bridge. Most
[23:56] businesses are simply poorly designed
[23:58] but fixable. In my opinion, it comes
[24:01] down to building seven specific skills.
[24:03] And here comes the lead magnet pitch.
[24:06] Right? So, it’s tied to the body in the
[24:09] middle. I flip to the top. How do I get
[24:13] people to lean in? One of my favorite
[24:15] hooks. The older I get, the more I
[24:17] realize X could say anything related to
[24:22] this post. How do I know that works?
[24:25] Because I test things out on other
[24:27] platforms like Twitter. The older I get,
[24:29] the more I realize that speaking your
[24:31] mind bluntly, 31K. The older I get, the
[24:34] more I realize that your calendar is a
[24:35] list of your priorities. This got like
[24:37] 6,000. So, my hook bank is something
[24:41] that I revisit over and over. And I’ve
[24:44] got about 35 different opening
[24:45] variations.
[24:47] Think of this like a puzzle. You’re
[24:49] writing the middle. You’re grabbing from
[24:51] your hook bank. You’re grabbing from
[24:53] your CTA bank. You’re using a bridge.
[24:55] And you’re connecting the dots from top
[24:57] to bottom. And you can see that when you
[24:59] do this effectively, you get a ton of
[25:01] discovery. Now, yes, I’ve been doing
[25:03] this for 7 years. These numbers are
[25:04] inflated. I have a lot of followers. All
[25:06] of that is true. But the thing that I
[25:08] care the most about this is not the 307
[25:11] at the top or the 587. It’s the 455 link
[25:15] engagements. So that means that 455
[25:17] people read through this thing to the
[25:19] bottom, clicked on the link, went to my
[25:21] website, and hopefully a big majority of
[25:23] them grabbed my lead magnet, and I now
[25:26] have made them the next part of my
[25:29] system, which is my audience, right?
[25:33] All of that stuff is stuff that you guys
[25:35] probably know, but doing it effectively,
[25:38] knowing about it and doing it
[25:39] effectively are two very different
[25:40] things, right? So hopefully this gives
[25:42] you a little bit of something to think
[25:43] about. And then after you go to this
[25:45] webinar, you might go out and say, “Oh,
[25:47] Justin gave me one process, but here’s
[25:49] three other processes I find.” And
[25:51] pretty soon you’re process driven when
[25:52] it comes to content creation.
[25:55] >> Well, and I think Justin, that’s
[25:56] something you’ve modeled masterfully is
[25:58] the Bruce Lee quote. I don’t fear the
[26:00] man who knows 10,000 kicks. But I do
[26:02] fear the man who knows one kick, he’s
[26:03] practiced 10,000 times. And I think for
[26:06] everybody looking at this formula,
[26:07] Justin just gave you the key that
[26:09] unlocks it all, which is knowing it and
[26:11] applying it diligently over time is what
[26:13] the difference is between an amateur and
[26:15] a pro, between no results and between
[26:17] aggregating attention. And I think that
[26:19] point we don’t want to miss that.
[26:21] >> Yeah, I I appreciate that. I think, you
[26:23] know, part of it is just being a systems
[26:25] person. Um,
[26:28] it’s interesting. If you look at every
[26:30] movie that’s ever been a smash hit, they
[26:31] all have the same pieces to them. You
[26:34] can read books about how movies are
[26:35] created. I think about content creation
[26:37] in the same way. They all feel
[26:39] different, but they’re really all very
[26:40] similar, right?
[26:42] So, the [clears throat] email list is
[26:44] the only asset that you own. Again, you
[26:46] guys you guys know this, but like if
[26:49] LinkedIn changes its algorithm or
[26:51] Twitter ch or exchanges, which it does
[26:53] all the time, like suddenly you go from
[26:55] reaching 200 people to five people and
[26:58] that that sucks, right? So getting
[27:01] people into a place where you can reach
[27:04] them through your your email list to me
[27:06] is like the most important thing that
[27:08] you can do and the biggest part of
[27:10] building a really successful business.
[27:12] So to me a lead magnet is the best way
[27:16] to do that. And I want to walk you
[27:17] through how I think about a lead magnet.
[27:19] Okay? Because this to me is really
[27:21] important. And by the way, I’m not the
[27:23] first person to think about it this way.
[27:25] I’m sure Russell Brunson and Alex Herozi
[27:27] and all kinds of other folks have
[27:29] probably thought about it in a very
[27:31] similar fashion.
[27:32] >> And Justin, they’re thinking about it
[27:33] just like the people did in 1903 in
[27:35] Success Magazine when you needed to send
[27:37] a self-ress stamped envelope to get the
[27:39] correspondence information in the mail.
[27:41] What’s true isn’t new and what’s new
[27:43] probably isn’t true. So, this stuff
[27:45] works and has only worked since the dawn
[27:47] of humanity.
[27:48] >> That That’s right. To me, people don’t
[27:49] change. Human psychology is undefeated.
[27:52] So, like I think about what works with
[27:53] humans, not what works with trends. So,
[27:56] I like to solve what I call an early
[27:59] narrow problem. Um, and I want to do it
[28:03] in less than 10 minutes. So, I’m going
[28:05] to give you an example of my favorite
[28:07] early narrow problem. And this helps
[28:09] under people understand what early and
[28:12] narrow means. A buddy of mine, I live up
[28:14] here in the Hudson Valley in New York up
[28:16] in the Catskill Mountains. And we got a
[28:19] lot of sort of, you know, folks with
[28:21] like homemade pizza ovens, right? So, if
[28:23] you go out on on my back deck, I’ve got
[28:25] a homemade pizza oven. I like to make
[28:26] pizzas, but my buddy is like a
[28:29] professional pizza maker and he’s got a
[28:31] YouTube channel and all that. And so, he
[28:33] teaches people how to make professional
[28:36] pizzas and he’s got a course on doing it
[28:39] and like he’ll he’ll like do like a
[28:41] video party with you and all this kind
[28:43] of stuff. He he makes money that way,
[28:44] which is pretty cool. And so he wanted
[28:47] to figure out a lead magnet for his
[28:49] audience. If you followed me, you’ve
[28:50] probably heard this example before, but
[28:53] you can’t just be like, “Get my guide
[28:55] for how to make a pizza.” Because then
[28:57] what do you sell someone once they know
[28:58] how to make a pizza? Then you’re you’re
[28:59] you’re of less value to that person,
[29:02] right? So you go early and you go
[29:05] narrow. And narrow is just a funny word
[29:08] for specific, right? So, you start
[29:11] thinking, what’s the earliest problem
[29:13] that somebody runs into when they’re
[29:16] trying to go on this journey that you
[29:18] guys hopefully take them on? Whatever it
[29:20] is, it’s probably not pizzas, but for
[29:21] this example, it’s pizzas, right? So,
[29:24] what’s the earliest problem that people
[29:26] run into? And after talking to his
[29:28] audience for a long time, what he
[29:29] figured out was the earliest problem
[29:32] people run into is actually making great
[29:34] dough. Like, yeah, you can buy it from
[29:36] the store, but if you bought a pizza
[29:38] oven, you’re probably a
[29:39] do-it-yourselfer, right? So, you’re
[29:41] trying to make your own dough. And
[29:43] making dough is hard. I can tell you
[29:44] that from experience. And so, if you
[29:46] make crappy dough and it’s too wet or
[29:48] too dry or you can’t, you know, spread
[29:50] it out and roll it out, you can’t make
[29:53] pizzas. You cannot make pizzas if you do
[29:55] not have good dough. So, that is a very
[29:58] early problem in the process. It’s also
[30:00] very specific, right?
[30:02] >> [snorts]
[30:02] >> So, how do you solve that problem? You
[30:05] create a lead magnet. That’s like a
[30:07] 10minute cheat sheet on making
[30:10] absolutely perfect pizza dough. Now, why
[30:13] do you want to solve an early narrow
[30:15] problem? The reason that you do is
[30:17] because once someone is able to get
[30:19] through that early narrow problem, you
[30:22] have opened the door to the rest of the
[30:24] journey. They can now figure out the
[30:27] best sauce, find the best toppings,
[30:29] understand what uh degree to set the
[30:31] oven to, how long do you put the pizza
[30:33] in, how often do you turn it, when do
[30:35] you take it out, like how quickly do you
[30:37] serve it, how do you cut it, there’s a
[30:38] million other things to figure out, but
[30:41] you got to get the dough right. So, if
[30:43] you can show someone how to get the
[30:45] dough right and they’re like, “Yes, Dave
[30:48] showed me how to get the dough right.”
[30:49] And they’re like, “Okay, cool. Now, I
[30:51] got a bunch of other questions like,
[30:52] “How much sauce do I put on? How do I
[30:54] turn this thing? Who do you think
[30:55] they’re going to go find? Somebody brand
[30:58] new? Why would they? Dave just showed
[31:00] his competency in this example. And so
[31:02] they go back to Dave and Dave’s like,
[31:04] “Yeah, I actually have a 59 30 minute course
[31:08] that’ll teach you how to make pizzas
[31:10] like a master pitiolo.” Right? So it’s
[31:13] very easy to walk people into the rest
[31:15] of the journey once you’ve solved a an
[31:17] early narrow problem.
[31:19] >> [snorts]
[31:19] >> So, every single day that I’m online, I
[31:22] try and do this very simple thing. I
[31:26] make a post, I send people to a landing
[31:29] page, I give them a lead magnet that
[31:31] solves an early narrow problem, and I
[31:34] send them a welcome email. And all my
[31:36] welcome email does, no complex funnels,
[31:39] it’s just one email. It just says,
[31:42] “Thanks for downloading this lead
[31:43] magnet. Here’s what it does. And here’s
[31:46] when you’ll hear from me. you’ll hear
[31:48] from me every Saturday. And then I have
[31:50] someone who’s on my list consuming my
[31:53] writing, enjoying how I think about the
[31:55] world, hopefully. Some don’t. They
[31:56] unsubscribe. That’s fine. But over time,
[31:59] as I release products, I can target
[32:02] those people, write them an email, say,
[32:04] “I have a product.” And if they’ve
[32:05] become a fan or a reader, there’s just a
[32:08] higher likelihood that that person will
[32:10] make a purchase. Right? [snorts]
[32:12] So, here’s a great lead magnet that I
[32:14] have. It’s just about building seven
[32:16] skills, which is real early on. Like
[32:18] before you start a business, before you
[32:20] even get moving, what are like the seven
[32:22] soft skills I need to build in order to
[32:24] go down in this journey? It’s called How
[32:26] I Built a 5 39.99100 or your first 50 playbook
[43:34] back in 2019. I was like, “This is
[43:36] amazing. 50 bucks. Awesome.” That taught
[43:38] me how to think about it. Jon, did you
[43:41] have something to add?
[43:42] >> Yeah. You know what I was going to share
[43:43] is I think it’s so interesting
[43:45] leveraging the survey to uncover the
[43:47] language that your audience is using to
[43:50] describe where they are and where they
[43:52] want to go. And I think that that’s a
[43:54] huge differentiation point between a
[43:56] creator and an entrepreneur. A creator
[43:58] wonders why my list isn’t growing or why
[44:00] my audience isn’t growing because I’m
[44:02] putting out things that are passionate
[44:03] to me. And an entrepreneur asks, where
[44:05] does my passion and proficiency line up
[44:08] with what the market is asking for? And
[44:10] that single shift mentally makes all of
[44:13] the difference because you’re basically
[44:15] saying,“I know what problems I can
[44:17] solve, but I’m going to use the language
[44:19] that my audience is selecting.” You’re
[44:21] not pushing a product. You’re simply
[44:24] answering questions with a product. And
[44:26] I think that nuance is at the foundation
[44:28] of how you aggregate attention, how you
[44:30] build your audience, and how you move it
[44:32] into products. And without that nuance
[44:34] of their language, their problem aligned
[44:37] with your proficiency, the journey can
[44:39] be very frustrating because you feel
[44:40] like you’re putting out things that are
[44:41] passionate to you, but you’re not seeing
[44:43] the response. And even in the questions
[44:45] we’re getting in the chat, people asking
[44:46] about audience growth or email list not
[44:49] growing or not getting engagement or
[44:51] products not selling, it seems like
[44:53] because they’re putting out something
[44:55] that they might not have gone through
[44:56] this exercise of refining it through the
[44:58] audience.
[45:00] >> That’s right. And like I have a lot of
[45:02] folks like in in previous membership
[45:04] communities that are like I spent six
[45:06] months, I built this program, I launched
[45:08] it and nobody wanted to buy it. And when
[45:10] I asked them, I’m like, did you talk to
[45:14] 10 people, 20 people, 30 people? No.
[45:17] Right? I’ve been doing this for a long
[45:19] time. I understand that, but like it’s
[45:21] your customers language. It’s the things
[45:23] they say that that that you have to use.
[45:25] I’m seeing a lot of questions like, how
[45:27] do I stand out when there’s so much
[45:28] noise? One thing I always like to talk
[45:30] about with my wife is like my wife will
[45:32] she likes Instagram. I’m not like a big
[45:34] Instagram guy, but she’ll come up and
[45:36] she’ll be like, “Do you know this travel
[45:37] blogger named Amanda?” And I’ll say,
[45:40] “Uh, no, I know this other guy named
[45:43] Trout and Coffee who I like does like
[45:44] New England Journeys.” And she’s like,
[45:46] “Oh, I just found this new girl,
[45:47] Amanda.” Or, “I just found this new
[45:49] workout girl, you know, uh, I forget the
[45:51] Action Jacqueline, right?” Like, and I’m
[45:53] like, “Never heard of him.” There’s a
[45:56] huge world out there. And for some
[45:57] reason, some people just really resonate
[46:00] with with my wife or me or my friends.
[46:03] And it’s like, you got to find something
[46:04] unique about yourself. And once you just
[46:07] be yourself, someone will resonate with
[46:09] you because you’re you. Then you just
[46:11] need to learn how to communicate your
[46:13] uniqueness. And that’s part of what you
[46:15] do through writing and through video.
[46:16] And I’d be lying if I if I didn’t say it
[46:18] was hard. It wasn’t hard and takes a lot
[46:21] of practice. But getting started and
[46:23] getting feedback is the only way to get
[46:25] practice. go out there and try and be
[46:27] you and get feedback from your from your
[46:29] audience. Cool. I’ll kind of zoom
[46:32] through these. I want to be cognizant of
[46:34] the time and I don’t mean to take
[46:35] everyone’s time uh a little extra uh but
[46:37] I think it’s important to kind of wrap
[46:39] up with some really important slides. So
[46:41] um I want to show you that a small list
[46:43] can work. I want to take real numbers
[46:45] that make sense that are not crazy and
[46:48] just show you what you could put
[46:50] potentially do. Right? So, to convert
[46:53] subscribers into customers, I like to
[46:55] use a number that’s anywhere between 1
[46:58] and 3%. And so, I just chose 2% for
[47:01] this. And I chose a 3,000.
[47:17] not going to retire tomorrow, but it
[47:19] might pay your mortgage or your mortgage
[47:21] in your car or your mortgage in your car
[47:22] on a vacation. Like, it’s a it’s a nice
[47:25] launch for getting started. If you can
[47:27] grow to 5,000, you can make 15,000. If
[47:29] you grow to 10,000, you might be able to
[47:31] make 30,000. These aren’t guarantees.
[47:33] You might make more. You might make
[47:34] less. But this is a reasonable
[47:36] assumption. If you if you can convert 2%
[47:40] of people, so these aren’t big lists.
[47:42] Like 10,000 feels big, but like in the
[47:45] world you can get to 10,000 in in a year
[47:48] if you’re if you’re doing well and then
[47:49] you got a 30,000 launch. If you launch
[47:51] something every quarter, you’ve got
[47:52] 1,500 a
[48:23] month or $1,500 a month for three
[48:26] months, right? At a,000 subscribers, you
[48:29] might be able to build a business that’s
[48:30] doing almost 4K a month. This one grows
[48:34] fast, right? So, if you have a service
[48:37] business, and again, you’re going to
[48:38] reach a threshold because you only have
[48:40] so much time, but this is a great way,
[48:42] and this is how I built my very first
[48:43] business online, was with about 10,000
[48:46] subscribers, doing doing a little more
[48:48] than a half a million bucks a year, and
[48:49] eventually grew that up past a million
[48:51] in my second year. So, you don’t need a
[48:53] big list to build a service business.
[48:56] So, I I’ll kind of kick it back to to
[48:59] Jron. He’s he’s the the even as much as
[49:02] I know Kajjabi which is all I’ve used to
[49:04] sell both services and products like he
[49:06] knows the platform in and out. So how do
[49:08] you do this inside of Kajjabi? Like
[49:10] what’s Kajjabi got that other places
[49:11] don’t?
[49:12] >> Well so let’s talk about it. This is
[49:14] going to be an area where Kajjabi
[49:16] largely launched this industry back when
[49:19] it was founded in 2010 and it came out
[49:21] of an idea where Kenny was going to be
[49:23] building a sprinkler toy, selling a
[49:25] materials list from Home Depot and
[49:27] offering it to the world. And so he
[49:29] needed a download ability, a ability to
[49:32] gate videos and to have something where
[49:34] payments could be accepted. And it
[49:36] didn’t exist. So Kajjabi was born. Today
[49:39] Kajjabi can support any type of offer
[49:41] you can possibly imagine. We have an
[49:43] area of the platform called offers that
[49:46] is the most customizable universe you
[49:49] can imagine. You want to sell something
[49:51] via subscription, you can. You want to
[49:53] sell a single point of purchase, whether
[49:54] it be a course, digital download, single
[49:57] video, coaching session, you can. You
[49:59] want to sell a package of products, you
[50:01] can. You want multiple order bumps
[50:03] intelligently before the main
[50:04] transaction, you can. So, this is going
[50:06] to be an area where ultimately my advice
[50:09] would be zeroing in on your current
[50:12] state and desired state for the product
[50:16] and let the transformation dictate how
[50:18] that offer should be purchased. might be
[50:20] a course, might be a download, might be
[50:22] a coaching session, might be an ongoing
[50:24] coaching subscription, might even be a
[50:26] community where you’re engaging with the
[50:28] audience. But the answer is you can
[50:30] build any type of offer you want and a
[50:32] whole lot of offers you probably haven’t
[50:33] even conceptualized in the platform. And
[50:36] the best part is you don’t need to know
[50:38] technology. You just need to ask
[50:39] co-founder. You can build any offer you
[50:41] like, any structure you like, entirely
[50:43] conversationally, and the platform will
[50:45] serve it up for you. Plug-and-play,
[50:47] ready to go, able to offer to your
[50:49] audience. It’s as easy as that.
[50:51] >> Cool. Awesome, man. Love that.
[50:53] Co-founder has been a huge just benefit
[50:55] for for me. So, I know that I used to
[50:57] have to like I have you used have to do
[50:59] a lot more. So, I’m I’m very glad that
[51:01] you guys created that. So, thank you.
[51:03] Um, cool. Let’s let’s run down the last
[51:05] part. This is a short part. Uh, and then
[51:07] we’ll jump into some Q&A and I’ll I’ll
[51:09] probably take you guys a little longer,
[51:10] but I’ll stick around. So, hopefully you
[51:11] guys can stick around, too. All right.
[51:14] So [clears throat] I want to talk about
[51:16] the simplicity of operations based on
[51:18] this plan. So if you think about this
[51:20] plan, this plan requires a few things.
[51:23] It requires 5 days a week of content,
[51:26] one piece, so five pieces of content. It
[51:29] requires to start one lead magnet. It
[51:33] requires one offer and that’s it. Right
[51:37] now you have to build those things. So
[51:38] those things take time. But with
[51:41] co-founder and AI tools, I mean, I had
[51:43] to do this all manually back in the day
[51:45] and and so you guys have these speed
[51:47] tools which are really, really useful.
[51:50] So, you of course you can get more
[51:52] complex over time, but this is a great
[51:54] way to start. This is how I start. You
[51:55] don’t have to copy my schedule because
[51:57] you all live different lives and have
[51:58] different obligations than I do. But
[52:00] what I do, and this is what a basic day
[52:02] looks like for me, is I’m somewhere
[52:04] around 3 hours of pretty intense work. I
[52:07] like to focus and get my work done very
[52:09] quickly. And and as I told I’ll tell
[52:11] anyone, are there days when I work seven
[52:14] hours? Of course, right? This isn’t some
[52:16] 4-hour work week, right? I work seven
[52:18] hours and eight hours someday. And some
[52:20] days I don’t work at all. But this is a
[52:22] generally average day for me. I get up
[52:24] in the morning. I watch my post to make
[52:26] sure they go out okay. So I don’t post
[52:28] something with an image in the words
[52:30] test like I did one time, which was a a
[52:33] silly thing to write. Um because I
[52:35] didn’t prepare it by accident. Uh, so I
[52:37] make sure my stuff goes out. I engage
[52:39] with my friends. I engage with all the
[52:41] people who comment on things. You know,
[52:43] I I play in my internet world for about
[52:45] 30 minutes. And like to me, I don’t
[52:49] really like when people say you have to
[52:51] spend hours. There are diminishing
[52:53] returns and we’re all busy. Like would
[52:56] spending three hours be helpful? Maybe.
[52:59] But like get in there for 30 minutes and
[53:01] get out, right? Do your thing. After
[53:03] that, like I go to make sure, like I
[53:05] just told you, I don’t I don’t write
[53:07] something stupid and post it. I I review
[53:09] all of tomorrow’s content. I usually
[53:11] batch create so I’ve got my content all
[53:13] ready to go. I’m looking through, do I
[53:15] have any spelling errors? Are the links
[53:17] to my my call to action working
[53:19] correctly? Does it make sense? Right?
[53:21] Was I not too tired when I wrote it? All
[53:23] this different stuff. So, I kind of get
[53:25] that ready. I like to go to the gym, eat
[53:28] my lunch, come back around noon, and uh
[53:31] and kind of work on in the afternoon is
[53:33] my sprint session, which I analyze a ton
[53:35] of my survey data. I’m updating my lead
[53:38] magnets to make sure they’re speaking to
[53:39] all the things that I learn. I’m doing
[53:41] any product updates. I’m doing um
[53:44] brainstorming for my newsletter. Uh I am
[53:47] writing my newsletter often in the
[53:49] afternoon. And then one little thing
[53:51] that I do which is helpful is anytime I
[53:54] make a small improvement I do manual
[53:57] outreach. I used to do this daily. I
[54:00] probably do this weekly now by by this
[54:02] time but you might want to start daily
[54:04] is let’s say someone says hey Jim I wish
[54:07] you um I wish your lead magnet had X in
[54:11] it or I wish your product went over this
[54:13] very specific thing that it didn’t have.
[54:16] Okay, you’ve heard that now from 10
[54:18] people because you’re you’ve been
[54:20] keeping an eye on your data, right, in
[54:22] your surveys. And you go in and you say,
[54:24] “Hey, Steve, thanks for reaching out.
[54:26] Um, I saw that you mentioned this about
[54:28] a week ago. I just want to let you know
[54:30] I recorded a new module and I put it
[54:33] into the product and uh I hope you enjoy
[54:35] it.” Right. Oh, man. Awesome. Hey, by
[54:37] the way, Steve, uh, I’m glad you’re
[54:39] you’re appreciating this. Here’s an
[54:41] affiliate link. By the way, if you think
[54:42] this has been a really uh big deal
[54:44] product for you, go out and tell some
[54:46] friends that you think are struggling
[54:47] with the same problems. I did a ton of
[54:49] manual outreach like that in the
[54:51] beginning. Was able to build an
[54:52] affiliate team of about 3,000 different
[54:54] people selling my products on my behalf.
[54:57] So, there’s there’s a do things that are
[54:59] not scalable early on, but this is a
[55:02] great way to sort of think and segment
[55:03] your day. right
[55:06] here. Here’s sort of one other thought
[55:09] process I go through when I’m thinking
[55:10] about operations. I have like an
[55:13] automate, ignore, never build kind of
[55:15] like triage system, right? So, anything
[55:19] that comes in, I want to sort of decide
[55:22] where am I going to put this? What am I
[55:24] going to do with these tasks that could
[55:25] potentially end up on my calendar? So,
[55:29] anything that comes my way where
[55:30] someone’s like, “I wish you would do X
[55:32] or will you do this with my company, I
[55:35] look and I say,” would that require an
[55:37] employee to sustain that? If it does,
[55:40] never build. I put it in the never build
[55:42] category. Anything I would dread
[55:44] running, like if someone’s like, “Do you
[55:46] want to do this thing?” and I’m like,
[55:47] “Absolutely not.” That goes into the
[55:49] never build category. And anything that
[55:51] comes through my pipe that looks like
[55:53] that thing moves into the never build
[55:55] category. Then I move and say, “Okay, it
[55:58] could be an ignore thing.” I don’t pay a
[56:00] lot of attention to uh comments, like
[56:03] from a from a numbers perspective. Um
[56:06] likes. Uh I like impressions, the top
[56:09] metric, which is like does the platform
[56:12] like it? And I like clicks to my
[56:14] website. Does someone like it enough to
[56:16] go to my website? But I don’t try and
[56:18] get caught up in vanity metrics. I don’t
[56:20] pay attention to a lot of trends. So,
[56:22] I’m not trying out every new AI tool
[56:25] that comes out or watching every YouTube
[56:27] video. I’m just focused on my business.
[56:30] I also don’t care about what Dan Co
[56:32] launches or Matt Ray launches or
[56:34] whomever. I don’t care about any of the
[56:35] things they launch. To me, what I care
[56:37] about is that my products are as good as
[56:39] they can possibly be and my audience
[56:41] knows they exist and I understand how to
[56:43] talk to my audience. Those are the
[56:44] things I care about. The things that I
[56:46] automate mostly with Kajjabi are things
[56:48] like email delivery and welcome
[56:49] sequences, payments and receipts. I use
[56:52] things like Buffer for content
[56:53] scheduling. Anything that I do more than
[56:56] once or twice a week, I am automating
[56:58] that. So, I love to tell you to kind of
[57:00] go and audit one of your weeks and
[57:02] figure out is this an ignore never build
[57:05] or is this an automate, right? That’s a
[57:07] great way to get started. There are
[57:08] certainly more complicated sort of
[57:10] productivity metrics or measures that
[57:13] you can run through, but this is a
[57:14] simple one that you can get started
[57:16] with.
[57:18] There are two thoughts as we kind of
[57:19] wrap through just last couple of slides
[57:21] guys then we’ll take questions that stop
[57:23] people here. The number one one is I
[57:26] don’t have an audience yet and nobody
[57:28] did when they got started. I didn’t. I
[57:30] had an audience of 2,000 when I got
[57:32] started. So just go start. Go create.
[57:35] Every big audience was built from zero.
[57:37] The system that you’re running needs
[57:39] five posts. It doesn’t need 5,000. So
[57:42] quit trying to post everything
[57:43] everywhere using AI only. Write
[57:46] something effective. Video something
[57:47] effective. Audio something effective.
[57:49] Become a master at your medium of
[57:53] choice. If you want to write, learn to
[57:55] write. Be a great writer. If you want to
[57:57] do video, be like Mr. Beast. Like study
[57:59] like what does a great video look like
[58:01] and feel like? Like take pride in doing
[58:03] it very well. That that’s what separates
[58:05] people who get attention. If you don’t
[58:08] have time, like again, start simple.
[58:12] Peel everything back to five pieces of
[58:14] content. one pre-created lead magnet,
[58:16] one pre-created offer, one pre-created
[58:19] email. All you have to do is post and
[58:22] let the machine start working. It’s your
[58:24] job over time to get that feedback and
[58:26] make that machine better, right? So, I
[58:29] understand that everyone has different
[58:30] lives and different obligations, but
[58:32] hopefully you’ll find a way without an
[58:34] audience to start or without a whole lot
[58:35] of time to get this started. What this
[58:38] will probably look like over the next 12
[58:40] months is months one through three, it’s
[58:42] going to suck. Like it just is it it
[58:45] feels bad to go out and write stuff that
[58:47] nobody pays attention to. I remember it
[58:48] very very vividly. It feels slow. You’re
[58:51] going to feel stuck. Like it’s going to
[58:53] feel confusing. That’s okay. It does for
[58:55] everybody. If you can get through that
[58:58] what they call the sort of like the the
[59:00] cringe valley, right? You can get to
[59:02] months four through six where you’re
[59:04] building real offers based on feedback.
[59:06] You’re getting better at your content.
[59:08] Your pitch is getting sharper. Like all
[59:10] of that stuff should start to happen.
[59:11] Maybe some sales trickle in. It’s months
[59:13] 7 through 12 that everyone quits before
[59:16] where the compounding starts happening
[59:18] or the subscribers start referring other
[59:20] subscribers where people have gone
[59:21] through the funnel a few times and
[59:22] they’ve actually downloaded your third
[59:24] lead magnet you just released and
[59:25] they’re like I’m finally going to buy
[59:27] from this guy or from this girl. So
[59:28] that’s where things really compound,
[59:30] right? So I want you to kind of think
[59:32] through it realistically.
[59:34] That’s the whole model. Very simple
[59:37] attention. One platform, five posts a
[59:39] week batched in 90 minutes. your
[59:41] audience, a lead magnet, a landing page,
[59:43] a post signup survey, and a simple
[59:44] welcome email. Your offer, one product
[59:48] chosen from those survey answers,
[59:50] shipped imperfectly, priced reasonably,
[59:53] and your operations just figure out how
[59:55] to take the rhythm of one day and make
[59:57] it repetitive, right? Don’t do things
[01:00:00] that get in the way of breaking or get
[01:00:02] in the way of of establishing your
[01:00:04] habits that you need.
[01:00:06] So, [clears throat] for those of you who
[01:00:08] stuck around, which is 1,112 of you, so
[01:00:11] I appreciate that. That’s like 90% of
[01:00:12] the people who join. So, that’s awesome.
[01:00:14] Um, we’ve got the solo business starter
[01:00:17] kit for you. That is you can I think you
[01:00:20] can click a link right on your screen
[01:00:21] and actually get it. You’re going to get
[01:00:23] a 14-day free trial of Kajjabi. Uh, so
[01:00:26] you can open up Kajjabi, you can log in,
[01:00:28] get your free trial, and get started.
[01:00:29] You can take the solo business starter
[01:00:31] kit that comes with that. It is a mega
[01:00:33] prompt. you can drop it into co-founder
[01:00:35] and essentially what it does is it
[01:00:37] starts almost like an interview process.
[01:00:39] So you got to answer the questions and
[01:00:41] you should you should answer them well,
[01:00:43] right? Don’t just answer yes, no, or I’m
[01:00:45] an entrepreneur. Like get detailed,
[01:00:47] right? Take this seriously and get the
[01:00:48] best answers you can possibly get from
[01:00:50] co-founder and that will help you set up
[01:00:52] your landing page copy, your offer copy,
[01:00:55] your email funnel, your sequences, like
[01:00:57] everything that you need to get started.
[01:00:59] It will guide you through that process.
[01:01:01] And that’s how I built it. This is the
[01:01:03] first time I’ve built it, so there might
[01:01:04] be hiccups and everything like that. So,
[01:01:05] of course, reach out to the Kajjabi team
[01:01:07] or reply back to the email if if
[01:01:09] something is broken or not working. We
[01:01:11] want to make this great for you guys.
[01:01:13] But uh I’ve tested it a few times and
[01:01:14] really really was pleased with the
[01:01:16] results. And uh I’ll I’ll leave this
[01:01:18] this uh this webinar in the hands of
[01:01:21] Jron, the CEO of Kajjabi to take us uh
[01:01:23] take us home.
[01:01:24] >> Well, there’s no doubt about it. We
[01:01:26] covered a lot of ground. And what I love
[01:01:28] about this approach to this business is
[01:01:30] it is exactly what is succeeding today
[01:01:33] that we are watching entrepreneurs drown
[01:01:35] in the overwhelm of feeling like I need
[01:01:37] to be spread so thin on every platform
[01:01:40] in every place. You only need one
[01:01:42] platform to start aggregating attention,
[01:01:44] moving it into an audience and building
[01:01:46] the business that you want to. And
[01:01:47] that’s exactly why Kajjabi exists. And
[01:01:50] this is an opportunity to have a
[01:01:52] business that can be launched in only 14
[01:01:54] days. So, literally a free trial that
[01:01:57] the business will be live and working in
[01:01:59] less than 14 days simply by uploading
[01:02:02] Justin’s starter guide, answering some
[01:02:04] questions, and you’re live and ready to
[01:02:05] go. It is really that simple. This is a
[01:02:08] business that can be launched on a
[01:02:10] conversation with co-founder and all of
[01:02:12] a sudden you’re engaging with your
[01:02:13] audience and they’re moving towards
[01:02:15] purchasing your first product or
[01:02:16] purchasing your next of many products
[01:02:19] wherever you are in the business
[01:02:20] journey. So, we covered a lot of ground
[01:02:22] here. We’ve got a couple of questions,
[01:02:23] Justin, that I think we should dive in.
[01:02:25] I know we’re at the top of the hour
[01:02:26] here, so starting on time, ending on
[01:02:28] time, but let’s go ahead and dive into a
[01:02:29] couple of questions. The one that has
[01:02:31] come up the most is really,
[01:02:34] >> how do you stand out? So, we see this
[01:02:37] market today where it is crowded. It is
[01:02:39] noisier than ever. AI slop is only going
[01:02:42] to take that to levels of exponential
[01:02:45] overwhelm. When you need to stand out in
[01:02:47] a noisy marketplace, what do you do? To
[01:02:51] me, it’s like most attention is data
[01:02:53] driven. So, I I’ll give you an example.
[01:02:55] Um,
[01:02:57] I have a hook bank and I have a CTA bank
[01:02:59] and I have all these different banks
[01:03:00] that I kind of work with. That’s all
[01:03:03] stuff that I’ve written over time in my
[01:03:05] voice that sounds like me. Like, I
[01:03:07] always think if you took all the names
[01:03:09] and pictures off of X or LinkedIn, I
[01:03:12] want you to scroll by something and say,
[01:03:13] “Oh, that’s Justin’s piece of content.
[01:03:16] Oh, that’s Dan Co’s content. Oh, that’s
[01:03:18] Sah Hills. That’s Amanda Gets.” Like I
[01:03:20] for the most part can identify most of
[01:03:22] my friends and and people that I admire
[01:03:24] what their content looks like. That is
[01:03:26] the level that you have to get to. You
[01:03:28] have to get to a level where your
[01:03:30] content language is very specific to you
[01:03:34] so people can look and say I know it’s
[01:03:36] that person’s. But you have to have a
[01:03:37] unique a unique take on something in the
[01:03:40] world. Right? That’s why like so many
[01:03:42] people will copy what I write or copy
[01:03:45] what someone else is right writes and it
[01:03:47] it doesn’t work for them because that’s
[01:03:49] my unique take on the world right like
[01:03:51] my unique take on the world in the last
[01:03:53] year has been like work less earn enough
[01:03:55] and live for right now that is like my
[01:03:58] mantra in my head so everything that I
[01:04:00] write every single piece of content that
[01:04:02] I create has to pass through my mantra
[01:04:04] work less earn enough live for right now
[01:04:07] so figure out what is the way that you
[01:04:09] think about the world that is different
[01:04:10] than other people and you might say like
[01:04:12] oh somebody else thinks similarly about
[01:04:15] this you then combine it with your
[01:04:17] unique and natural language. So whenever
[01:04:20] you take how you think about the world
[01:04:21] uniquely and your language or your video
[01:04:24] or the way that you speak or the way
[01:04:26] that you talk and you combine it then
[01:04:28] you get a niche of one, right? You’re
[01:04:30] the only in that niche. Yeah, maybe
[01:04:33] someone else has a similar topic and
[01:04:35] yeah, maybe someone else kind of sort of
[01:04:37] sounds like you, but when you combine
[01:04:39] those two things, you’re the only. And
[01:04:41] that might not appeal with everybody,
[01:04:43] but if it appeals to a thousand people,
[01:04:46] then those are your people, right? And
[01:04:47] those a thousand people will tell a
[01:04:49] thousand more people. And that is the
[01:04:51] beginning of standing out is don’t
[01:04:53] outsource your content to AI or you’re
[01:04:55] going to sound like everybody else.
[01:04:56] That’s a recipe for disaster.
[01:04:59] So what I what I love about your process
[01:05:02] is it continues to go back to the
[01:05:04] foundational principles. So when you
[01:05:06] look at the playbook we just walked
[01:05:08] through,
[01:05:09] >> was that your playbook from day one?
[01:05:11] Like did you sort of have these nuanced
[01:05:15] approaches and formulaic systems for
[01:05:19] generating this business or was that
[01:05:20] learned over time? So like for example,
[01:05:23] if you go back to just starting out
[01:05:26] >> Yeah. What do you wish that you knew
[01:05:28] then that you know now? How like if you
[01:05:30] had a time machine and you’re going back
[01:05:31] to Justin Welsh hitting publish on his
[01:05:34] first post?
[01:05:35] >> Yeah.
[01:05:35] >> What would you love to have known then
[01:05:37] that you now know?
[01:05:39] >> I mean that’s a great question. I think
[01:05:42] one of the things that comes to mind is
[01:05:43] really simple, which is the way that
[01:05:45] I’ve captured data on people has been
[01:05:48] incredibly invaluable. So I can talk to
[01:05:51] everybody in my audience through email
[01:05:54] in a personal and custom way. That’s
[01:05:56] super valuable, right? That that
[01:05:57] converts very very well. Um, the other
[01:06:00] thing that I wish I knew was like how
[01:06:02] important it was to get emails. I didn’t
[01:06:04] have an email list until
[01:06:08] 21 maybe. And even then, it wasn’t very
[01:06:11] big. It was like 10,000 people and it
[01:06:12] powered most of my consulting business.
[01:06:14] And that I didn’t really have much value
[01:06:17] to give through the email list. Like I
[01:06:19] didn’t write on a weekly basis. Um, I
[01:06:21] didn’t have any great lead magnets back
[01:06:23] then. Like I put like a lead magnet on
[01:06:25] my website and you could just read it
[01:06:27] for free and like it would have been
[01:06:29] just like nice to collect an email and
[01:06:31] send it to somebody. I mean these are
[01:06:32] all mistakes that I made because I
[01:06:34] didn’t know what I was doing. But like
[01:06:36] that should be refreshing to everyone
[01:06:37] because you can make every mistake in
[01:06:39] the world. And as long as you’re like,
[01:06:41] “Oh, maybe if I did this this way it
[01:06:43] would work better.” And then you do it
[01:06:44] and it does, that’s awesome. So like two
[01:06:47] things that I would recommend is start
[01:06:49] to learn how to collect some useful data
[01:06:50] from your audience. And anytime that you
[01:06:53] can collect someone’s email address,
[01:06:54] you’re better off for having it than for
[01:06:56] not having it. Last thing I’ll say is it
[01:07:00] makes it sound nice to make it all a
[01:07:02] welloiled machine. Um, but in the
[01:07:06] beginning, do some manual outreach. If
[01:07:08] you’re a consultant or a or coach, you
[01:07:10] know, and you see someone writing on
[01:07:12] your post or asking you questions, like
[01:07:13] shoot them a DM. Hey man, saw you asked
[01:07:16] this question. Uh, really great
[01:07:17] question. I have a guide for that, by
[01:07:18] the way. Would you like it? like you got
[01:07:21] to do stuff that doesn’t scale in the
[01:07:22] beginning once you get popular or have
[01:07:25] more followers or whatever it might be,
[01:07:26] however you want to call it. Um, you
[01:07:28] know, you can do less of that stuff, but
[01:07:29] it’s still always great to do.
[01:07:32] >> Okay, so let’s go back in a couple of
[01:07:34] more questions here. when you look at
[01:07:38] lead magnet creation,
[01:07:41] >> how do you typically create a lead
[01:07:43] magnet or how do you decide, you know,
[01:07:45] sort of what’s the delineation between
[01:07:47] the lead magnet versus the product and
[01:07:49] how do you think about the structure
[01:07:51] between the two?
[01:07:52] >> Same process. So, but but different
[01:07:55] outcome. So, the really cool thing that
[01:07:57] you can do with surveying is you can you
[01:08:00] can start by um you start by you have to
[01:08:04] guess at some point, right? You have to
[01:08:06] have something to give somebody. It has
[01:08:07] to be of of value. And you you might not
[01:08:10] know exactly what the right lead magnet
[01:08:12] is. But people in general like free
[01:08:14] things that are valuable, right? So you
[01:08:16] have to say, “Okay, um here are five
[01:08:19] ideas that I think could be a lead
[01:08:20] magnet based on customer conversations
[01:08:23] I’ve had or just me guessing or doing
[01:08:25] research or whatever, right? Go on to
[01:08:27] Reddit and and see what the top asked
[01:08:29] questions are. Great place to find lead
[01:08:31] magnet ideas.” And so you create your
[01:08:34] first one and then instead of using the
[01:08:36] first version of your survey to find
[01:08:38] product ideas, use it to find better
[01:08:40] lead magnet ideas. So you could ask a
[01:08:43] question like where are you where where
[01:08:46] are you stuck right now in the process?
[01:08:48] Right? I help people do X. Where are you
[01:08:50] stuck in that process? Here are four
[01:08:52] answers that you think might be great.
[01:08:54] Figure out the number one answer. That’s
[01:08:55] your lead magnet. Put the lead magnet
[01:08:57] back in the process. Send them to a new
[01:09:00] survey. and now you’re asking questions
[01:09:01] about, you know, where are you stuck now
[01:09:03] or or um what’s the what’s the number
[01:09:06] one challenge you have in your business?
[01:09:08] And suddenly that becomes usually about
[01:09:10] like a later outcome, getting leads, um
[01:09:13] getting people to jump on coaching calls
[01:09:15] with me or do sales pitches or whatever
[01:09:17] it might be. So, you can use the same
[01:09:19] process to generate lead magnets and
[01:09:22] offers. It all comes from your audience.
[01:09:25] >> I love it. And it really is that
[01:09:28] willingness to engage, to survey, to
[01:09:30] aggregate, to get the audience language
[01:09:32] and to really understand what is worth
[01:09:34] building versus what is, you know, what
[01:09:36] should be a post, what should be a lead
[01:09:38] magnet, what should be a product, and
[01:09:40] differentiating between those areas. I
[01:09:42] love that.
[01:09:43] >> I guess the last question I would say
[01:09:45] looks like it’s come out of the Q&A here
[01:09:47] that I think would be really helpful.
[01:09:49] When you look at the people you’ve
[01:09:50] coached and you’ve coached some of the
[01:09:52] biggest names that are out there today
[01:09:54] now living the soloreneur dream, what
[01:09:56] would you say is the most common
[01:09:58] roadblock or failure in the people that
[01:10:01] are being coached by you and go on to
[01:10:03] achieve great results versus the people
[01:10:05] that receive the same coaching but stay
[01:10:07] stuck? What do you find is the thing
[01:10:09] between their ears that makes the
[01:10:11] difference between someone who sees a
[01:10:13] playbook like this honed over the course
[01:10:16] of 15 million dollars in business, a
[01:10:18] soloreneur lifestyle that you’ve
[01:10:20] designed from day one. Who sees this and
[01:10:23] who sees this and doesn’t win? What’s
[01:10:26] the difference between the two
[01:10:27] personalities? Whether it’s a coaching
[01:10:29] client, whether it’s somebody attending
[01:10:31] a presentation like this that you’ve
[01:10:32] given at mastermind groups.
[01:10:34] >> What What would you say is the
[01:10:35] difference? It’s a really simple answer
[01:10:37] and I I’ll try and think of maybe a
[01:10:39] second answer as well, but I’m thinking
[01:10:40] about two guys in particular who are
[01:10:43] very big creators. Um,
[01:10:47] it’s really applying what they learn.
[01:10:49] Like, and I know that sounds really
[01:10:51] lame, but like I’ve coached so many
[01:10:53] people where I said to them on a call
[01:10:55] like I have, you know, uh, you can you
[01:10:57] can book me on like every expert, right?
[01:10:59] Um, but like I they’ll book me on every
[01:11:01] expert. uh and I’ll spend 30 minutes
[01:11:06] going through what I think they should
[01:11:07] do and then I will make them an offer. I
[01:11:10] will say when you launch your product,
[01:11:12] I’ve done about 40 of these calls in the
[01:11:15] last probably 90 days. When you launch
[01:11:17] your product, I want you to ping me on
[01:11:20] LinkedIn and I will come by your post
[01:11:22] and I will I will celebrate your post
[01:11:25] and maybe a few people in my audience
[01:11:27] will see it and you’ll get some more
[01:11:28] views, right? I will as part of you
[01:11:30] buying this package, I will come by and
[01:11:33] give you a little bit of attention and
[01:11:34] hopefully that will help you your your
[01:11:36] product launch post reach more people,
[01:11:39] right? Um,
[01:11:41] one person has done it.
[01:11:43] >> Wow. So, so literally someone hires you
[01:11:47] for help achieving an outcome. You offer
[01:11:49] to not only give them the playbook to
[01:11:51] achieve that outcome, but once they
[01:11:53] achieve that outcome, you’re going to
[01:11:55] help amplify its visibility to the
[01:11:57] world. And one out of 40 people has come
[01:11:59] back and said did what you talked about
[01:12:02] and the result and I’m guessing that
[01:12:04] person probably is now enjoying some
[01:12:06] significant success.
[01:12:07] >> Yeah. I mean I think about a guy like
[01:12:09] Eric Bartaker who like has a million two
[01:12:12] followers on LinkedIn and like we jumped
[01:12:15] on a call together and I was like he met
[01:12:17] me actually up where I live. He came in
[01:12:19] from I think Portugal or London and um
[01:12:23] drove up here to where I live and sat
[01:12:24] down and like we did an hour over lunch
[01:12:26] and he went back and was like, “Hey man,
[01:12:29] I have a million dollar business.” Like
[01:12:31] that was that was awesome. He just did
[01:12:33] everything that we sat down and talked
[01:12:34] about. Um you know, there’s another uh
[01:12:38] group of young women. I don’t have their
[01:12:40] permission to talk about them. I do with
[01:12:41] Eric, but so I won’t mention their
[01:12:42] names. I’ve never asked them, but like
[01:12:45] two young women who run a really cool
[01:12:47] community came up here to where I live.
[01:12:48] They live down in the city and we sat
[01:12:51] down, we whiteboarded for 90 minutes.
[01:12:52] They went back, they did it. They have a
[01:12:54] 70,000 person newsletter. They have a
[01:12:55] million-dollar community. Like, it’s
[01:12:57] just the people who do the stuff. And
[01:13:00] >> so, let let’s make sure that we don’t
[01:13:02] miss this. For the 970 people that are
[01:13:04] still here with us, all of this works as
[01:13:08] long as you do the work. And I think
[01:13:10] that even in the time that all of us
[01:13:12] have spent here together, the good news
[01:13:13] is you now have a system. You have a
[01:13:16] process that you can follow. You have a
[01:13:18] formula that when applied it works. The
[01:13:21] only question is are you going to do the
[01:13:23] work and we live in a world today where
[01:13:26] the work is now the differentiator
[01:13:28] because with co-founder with the tools
[01:13:30] that are available you can build a
[01:13:32] business through conversation. You can
[01:13:34] literally launch something by the time
[01:13:36] you get to lunch breakfast whatever your
[01:13:38] next meal is wherever the time zone is
[01:13:40] you’re participating from. You could
[01:13:42] have a business launched. The question
[01:13:43] is are you going to the question is are
[01:13:45] you going to write your posts? Are you
[01:13:47] going to engage with your audience? Are
[01:13:48] you going to get an offer out there? Are
[01:13:50] you going to give the world an
[01:13:51] opportunity to engage with you? Because
[01:13:53] it works. We’re all here because of it.
[01:13:55] We’re all watching this because of it.
[01:13:57] We all have the same playbook. The only
[01:13:58] question is, are you going to do the
[01:14:00] work? And it’s available for you now.
[01:14:03] Absolutely free. You can have your
[01:14:05] business launched. You can be in profit
[01:14:07] before the trial is ever over. And you
[01:14:09] can launch it all with co-founder
[01:14:10] through a quick conversation. So with
[01:14:12] that, Justin, any final closing thoughts
[01:14:14] before we uh we’ve been here now 15
[01:14:16] minutes past our time, covered a lot of
[01:14:18] the questions. Any closing thoughts for
[01:14:20] everybody before we wrap up?
[01:14:21] >> Yeah, I will leave with one closing
[01:14:23] thought. I saw a lot of questions like
[01:14:26] >> what if I’m the product or what if um
[01:14:29] does this work for consulting or um what
[01:14:32] if I don’t know how to gain any
[01:14:33] followers or you know what if I can’t
[01:14:35] stand out and it’s like yeah, those are
[01:14:38] all problems we all face. That’s all
[01:14:40] problem I faced when I got started. Like
[01:14:42] I didn’t know how to write write
[01:14:44] content. Um the very first piece of
[01:14:46] content I ever wrote on LinkedIn was me
[01:14:47] like writing at Kajjabi and like
[01:14:50] hashtags and got no response. Not not
[01:14:53] from the Kajjabi team but like got no
[01:14:55] engagement, right? Like from anyone. Um
[01:14:58] I had no idea how to write content. You
[01:15:01] just have to try. And the question isn’t
[01:15:03] like what if I don’t know how to do X.
[01:15:06] The question is, what if you taught
[01:15:07] yourself how to do X in the next 10
[01:15:09] days? Like, and then when you figured
[01:15:12] out you don’t know how to do something
[01:15:13] else, what if you taught yourself how to
[01:15:15] do that thing in the next 5 days or 10
[01:15:17] days? And it’s just like, I don’t know
[01:15:19] how to do a lot of stuff. I just with
[01:15:21] all the tools at my disposal, I am very,
[01:15:23] very determined to teach myself and
[01:15:26] learn from people who know how to do it.
[01:15:29] And so, if you’re self-motivated, the
[01:15:31] world is your oyster right now. There’s
[01:15:32] never been a better time. I’ll leave you
[01:15:34] with that.
[01:15:35] Absolutely words to live by. I was
[01:15:37] speaking with a sevenf figureure Kajjabi
[01:15:39] hero a few weeks ago and I asked the
[01:15:41] same question. What do you wish you knew
[01:15:42] then that you know now? And it was
[01:15:44] quoted so well that I keep using it
[01:15:46] which she said I would have told myself
[01:15:48] that the progress at times will be
[01:15:50] slower than I want but the potential is
[01:15:53] far bigger than I ever would have
[01:15:54] imagined.
[01:15:55] >> Yeah, exactly. Love that.
[01:15:57] >> So it’s here everybody grab the link
[01:15:59] below. Get Justin Solo business starter
[01:16:01] kit. Start your business with absolutely
[01:16:03] no money out of your pocket with just
[01:16:05] having a conversation with co-founder.
[01:16:07] The world needs what you want to offer
[01:16:08] it and this is the fastest path to do
[01:16:10] it. Thanks for spending some time with
[01:16:11] us together today and we look forward to
[01:16:13] seeing you on the other side.
[01:16:15] >> Thanks everyone. See you.