Growth Models

I did something a bit weird this week. I took one of the trainings I'd created for a specific product, opened it up in Descript, and cut the whole ending off. The bit I deleted was the sales pitch. Cause here's the thing about that video. I recorded it in the first place to sell something. The teaching up front was there to warm you up for the ask at the end. That's how these things work. Every "free training" you've ever watched was built the same way. So I cut the ask. What's left is 38...

For about three years, I ran my own business exactly the way I'm about to tell you not to. I had a LinkedIn presence I was feeding, an X (Twitter at the time) account I was feeding, Facebook ads running, SEO I was tinkering with, and a couple of partnership conversations on the go. All of it pointed, loosely, at one sales page. And I was doing this before AI, which means it was all manual. Monday to Friday I'd jump between the lot of it, keeping every plate spinning, feeling productive as...

I’ve worked with hundreds of brands at this point, and weirdly, being stuck never looks like you’re not trying. Most of the brands I help have… … A full calendar of calls (usually with the wrong prospects so sales don’t follow)… Ads running 24/7 (without them getting anything close to break even ROAS)… Content going out daily (but it gets zero views, like,s shares or anything else) Most of the brands I work with that are stuck are busy as hell. But, the one thing that matters most (revenue)...

You're scrolling YouTube and some chap in a tight black t-shirt, sitting in the penthouse suite somewhere in Dubai tells you Meta ads are the thing that helped him buy his lambo. He's got the case studies, the screen recordings, the confident patter. So you think, right, maybe that's what's been missing. And. like a moth to a flame, you run to meta to set up some ads. Nothing wrong with that instinct. It's the sensible-looking move. Except a few weeks in, you're deep in Ads Manager trying...

Here's the 60-second version of the model I've used to generate millions online. Every business that sells anything runs on the same five stages. Most people will focus on the one they enjoy/are good at, usually ignoring the stage where the real problem is. The five stages are... ... ATTRACT. Are enough new people finding your business each week, or is it the same faces going round?... CAPTURE. Of the people who do find you, how many could you actually contact again tomorrow?... CONVERT. How...

Last year, one of my $27 low ticket offers pulled in $36,000. Stick that in a YouTube thumbnail with a shocked face and it does numbers. Quick maths says that's 1,333 customers in 12 months from one cheap little offer. But I never get excited, or impressed by numbers like this. And here's why... The average order value on that funnel was around $60 thanks to bumps and upsells. So straight away, that 1,333 customers is actually more like 600. Still not bad, right? But it also cost me about $50...

Over the next year or two, we're gonna watch businesses split into two camps with an ugly gap separating them. Both camps use AI, and most of the time, these brands will be using the exact same tools. But there's a stark difference in the results they're getting. Camp 1 is doing what I mentioned at the start of the week. Just turning Ai to producing more. More content, ads, emails, social posts, and all that. But underneath that production there's no real plan. It;s just producing more for...