Fundamentals and Mentorship Feat: Luke Charlton

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Welcome to your top rated business entrepreneurship self development and smart investment podcast. This podcast is hosted by creator and founder Dr. Dustin Steffey and also hosted by coach, music producer and influencer yours truly Jaden rush Norville, we are blessed from many accolades such as being nominated for the People's Choice Award for Best Business Podcast, as well as raising over $5,000 last year for the Cystic Fibrosis Foundation as well as for the Boys and Girls Club, spending a global reach or podcasts in the top four downloads in four countries. Without further ado, welcome to chopping wood fire ladies and gentlemen, let's chop it up

Hello, and welcome to an episode of chopping with fire you are joined with your host today Dustin Steffey we are in for a treat today. But before we introduce our guest speaker, I want to go into a little bit of housekeeping first and foremost, if you guys haven't done so already, please before the end of the year, head on over to our website, that's www dot chopping with feiyr.com. That's C H O P P I N with feiyr.com. Our website hosts a wealth of information that I feel is important for anyone that's listening to get a feel for who we are and what we offer. On there, you're gonna have our guest profiles. So you'll be able to take a look at the pictures and the guests that we have had, and be able to source it to an episode so you guys can listen on your own on your favorite podcast platform to it has a profile on Jaden and I say you absolutely know who your hosts are and what credibility they have and they are bringing to the table three, it houses our social media links as well. So you can add us on social we are on all major social media platforms. Again, that's chopping with fire ch o p p i n with fire. Other housekeeping our home charity is Cystic Fibrosis. For those of you that don't know or don't understand what the disease is Cystic fibrosis is a rare lung disease. Imagine going on a hike and you're only breathing is through a small little straw while you're hiking. It's very hard to breathe, it would be very hard to make it through that hike. That is what it is like to have cystic fibrosis. It's near and dear to Jaden because his mom does have it. And so it is important to us that we continue to raise money which you guys have raised this year, a cumulative total of about $5,000 which is not a small amount. So we do appreciate everyone that has donated so far to cystic fibrosis again every little bit helps it is a rare disease there is no cure for it. There's only research to get medicine to help people that have cystic fibrosis breathe better and have a better quality of life. So again, please head on over to C F F dot o RG forward slash Donate today to make a small nominal donation every little bit helps guys 50 cents $1 It doesn't matter a donation is a donation and you're helping to save someone's overall well being. I think that's it for housekeeping for today. Let's dive right into the meat and potatoes. The fun part I have on with me, Luke Charlton. He comes he comes on the show with a wealth of experience and also a wealth of lessons learned so that's going to be fun to get into he is someone who has worked within the government making six figures so for those of you that know government jobs, you know those are hard to come by and they're very rare but he decided to leave his six figure government job because he wanted to be an online business coach. I'm not going to ruin any surprises because I know he'll get into it. I want to dive right in and welcome Luke Luke. How are you buddy?

I'm good. Thanks Dustin. How are you doing?

Well, buddy.

Yeah, You just mentioned there lots of lessons. Yeah, mainly lessons from lots of lots of big mistakes which we can, which we can get into.

If you're not making mistakes, buddy, then you're not really learning at all. So you know,

I'm learning a lot. And I'm learning. You're a pro, you're

a professional,

even to this day.

Yes, yes, me too. Dude, I'm not gonna when I die is when I stop learning.

Yeah. And that's actually one of the reasons why I left my job. Funnily enough, as soon as because of that exact reason. Like I, I just found that 26 years old at the time, and I'd had a couple of like, full time jobs, and I found the beginning of those jobs, a lot of fun, right, because you're learning and growing. And I love like that first six months, but then after that six months, it was just like monotonous same stuff every day. And, you know, I just realized, I can't do this for the rest of my life. I can't, you know, I can't like with with the government, for example, the only way that you can move up because once someone gets in a government job, they just, they just stay in it right. So the only way to move up is if someone retires or if someone dies. I'm like, I'm not kidding. Like, if you retire, someone retires or someone dies, it's really the only way you can move up. So there's no like progression. And we will always have like these, you know, quarterly meetings rather, like, you know, how are you? How are you going in the role, blah, blah, blah. And all I say to them, like, I need a new one, I want more things to do. I want to grow when I try other things, and they couldn't give me anything to do because there was no other, there's no other opportunities. So it's kind of like a dead end. It was a good in terms of the pay, but not great in terms of growth and progression. And that that's a big reason why I decided to quit my job and moved over to London. At the time, I was kind of doing personal training type stuff. So I was really interested in health and I wanted to become like a health coach help people like lose weight. And then so I'm kind of just just kind of going into my story. I hope you don't mind

that hey, that's okay. Everybody wants to learn who you are. So let's have fun

cool. And and so I quit my job and I moved to London. The reason why is that my my logic was, well there's more people in London where I'm from is Canberra. I don't live in Canberra anymore, but Canberra is kind of like Washington in that it's like also government jobs. It's the capital of Australia. So that's sort of the politicians are and everything. So I left Canberra, the population is about 400,000 Not not not like massive, but not tiny, either a bit London's like a few million, right. So I thought, you know, there's a move over there because my family is from there. So live somewhere different parcels, there's a bigger population. So that obviously means it's easier to grow my business, right more, more people more opportunity for clients, which didn't really work out that way. I think I tried like 17 different, like marketing strategies in the first 12 months there. And I got one client from all that marketing. And that client didn't even come from the marketing that I was doing, it came from I invested in this other speaker program, and I met this guy and he just ended up becoming a client. I helped him with some copywriting stuff, but that was my only client. So the point is, I tried a lot of things and failed miserably. I did like the I actually joined a it got so bad that I was door knocking at the end, like I was literally going from restaurant to restaurant knocking on restaurant doors to try and convert them into clients. I joined a multi level marketing company selling pain patches, nothing to do with my weight loss coaching, but I just needed something to like to bring in to bring in revenue. And so I learned a lot about in that first few months about like what not to do and I went over a lot of savings and I came back to Australia with a lot of debt I just couldn't afford to live in London anymore so I had to come back home. But that gave me a lot of opportunity to kind of take a couple of steps back and go okay what I'm doing is not working and and let's kind of slow things down and and create a you know, learn business properly. Right and so that's when I started studying. Like more successful people, particularly those in the past like what were the most successful people doing even before internet came along? Like really famous copywriters like Eugene Schwartz and Gary Halbert, Claude Hopkins. Some other one of my other favorite ones is anyway just a few of the old school copywriters and that's when I fell in love with copywriting and the power of copywriting and, and more importantly, that I fell in love with like the fundamentals of business. This is always like the boring stuff that people don't really want to talk about. They want to talk about like the latest bright, shiny tech thing like the new or the new funnel, right, the new the new funnel, which for those people that don't know what a funnel is, it's just like a, it's a way to convert people into clients, because it could be like a webinar, it could be a five day challenge where you go into a Facebook group and you you work with a, you know, someone for five days, it could be like you buy someone's book, and then they convert you into a client after you've read the book. Like there's different funnels or different strategies to convert you into a client. That's all that is, and some are much. Some are very complex, and some are simpler than others. But the point is, I was bouncing around from all these different bright, shiny strategies. And when I took a couple of steps back and started focusing on the unsexy things right the things that aren't as exciting like research your market, right get very clear on your market, create a really great offer for that market. Build your list first email that list right just simple stuff like that. That's when I started to see to see results. So anyway, back to back to the story in terms of leaving at that job, I quit that job because of how unhappy I was. Now, I do not record like if you're on a job and you want to start a business, I don't recommend doing what I did. Because not having money coming in is extremely stressful, especially if you're living in like London, which is just like super expensive, I ended up borrowing money like of my family at the end, which is not a fun thing to do. So I'd recommend is you want to stick with your job stick with the thing that's that is bringing cash flow, if you can, like if you can stand it, stick with the job and then do your other thing on the side, whatever that side hustle is rather whatever that company or businesses that you that you want to build, and then when it replaces your income, then then you leave your job. But like that's terms of the one of the lessons from that story. That would be a big one is if you can stand your job stay in and until your new your business replaces the income. So that's like a little bit of an insight into my the beginnings of my journey. And then kind of coming into that was about 2015 is when I started to research, do more of the fundamental stuff and things started to turn around.

I have a couple of key nuggets for you that I think are amazing one, we talked about job dissatisfaction, right. So here's a fun little statistic, I don't have it for Australia, I'll get it to you. But for the United States, 45% of Americans are dissatisfied with their job of that 45% already 40% of them want to leave on a daily basis. That means 5% are just there to be there. But 40% don't care, right? We take a look at unemployment as well. Here's a fun statistic. They don't tell you this on TV. Statistically, we're at about a 10% unemployment wage rate right now in the United States. And that's post pandemic people, people after COVID. They just don't care to go back to work. They'd rather live off the government and not go back to work because of the extreme dissatisfaction with going and working for the man. So now more than ever, it's important to reinforce the fact that America was founded. And I'm not just talking about America, because you're in Australia, right? But America specifically was founded on entrepreneurship. If you want to do something about your situation, you have the freedom to go out and do it. It's just you got to figure out how to go after it. Right. Which you haven't even gotten into your extreme pitfalls yet of you leaving your government job and becoming an online business coach. I know we're gonna dive into that. But I thought those statistics were important to bring up right because again, you brought up job dissatisfaction you brought up the ceiling so the invisible ceiling where unless you kill someone, or they die or whatever, you're stuck

inside kill them. But as well, yesterday,

they came for me not you don't worry unless someone dies or retires

or they die. Who knows. But yeah,

you're not promoting so you're not making any more money you are capped out, which I think is the biggest sham of anything. I think as a human being if you want to make a million dollars, go out and make a million dollars do it right? You You should not be capped out on how much money you make.

Exactly. You know it to be honest, like business even after all these years all you know, because I get some pretty amazing results for my clients. Like I run over an agency where I run ads for clients, then I coach other people on how to get clients with advertising. And even to this day, like There are still days like most days I question like, why am I you know, this can be very stressful running your own business very, very stressful, because it's your responsibility to bring in and make the sales bringing the revenue. And then I've got staff now as well that I have to pay. So there's those overheads and that's, that's stressful. But then I think, well, what's like, what's the alternative, it's like going back to a job like, man, the biggest, it's not so much work, like I if I found a job where I was constantly growing, I think I'd probably still be in a job, it's costly growing in any asset, the ability to like, earn more as well. One of the biggest things if like discount the biggest thing that's that I that stops me from going back to get a nine to five and I never would now but would be as you just said, like just lack of growth and lack of the ability to earn more as well I hate that feeling of being capped, right like in in this my business, right? There's no ceiling on my revenue, right? There's just my own kind of development, like the more I develop, the higher my revenue is going to. And I love that because my growth is tied to my revenue ceiling as well. So if I want to earn more, I've got to get better and anyway that the point is it's there's no ceiling or in terms of in terms of that revenue. It's all and that's that it's it's a lot of responsibility. It's very stressful sometimes, but for me personally in my mindset, I wouldn't have it. I wouldn't have it any other way. And there's some people that do prefer the just a constant paycheck and that's, that's fine. That's just not for me anymore. I just I value growth too much.

I think between you and I were conditioned a little bit and it's especially just in general we're conditioned to think one way and one way only go to work, collect your paycheck, come home, focus on paying your taxes and do it all over again. I think that that has been slowly the conditioning, and you have to recondition yourself outside of that. That's just, again, Luke, my personal opinion, my humble, personal opinion, the people that really figure it out, though, are the ones that kind of do exactly what you said, Listen, I'm tired of being barred to X amount of dollars, I'm tired of, of, of being, you know, going to work everyday doing the same thing when I know I can do more. Or I went to school and got an education, right. And I am not using that education and optimizing it fully. I'm not giving back in the manner that I think I can all those things start to make you wonder. And as an entrepreneurs start to make you drive yourself into a different direction. And again, like you said, it's hard. The road to entrepreneurship is a lonely damn road. I'm telling you that right now, it also is a hard road, if you don't ask for help. It also could kill you, right? It could, it could put you into bankruptcy, it could do a lot of things. But the road to entrepreneurship, when you figure it out is rewarding. There's no cap on revenue, if you can figure out how to continue to make money, you can bring others into the fold and help them know learn and understand. And now you're teaching others to do the same thing, which is amazing. Now we're starting to bring back others into the fold. I mean, there's endless possibility to entrepreneurship. This is why it's important to me to really stress on this. This is why we have a podcast on entrepreneurship. This is why we bring on different people in different perspectives. How you're in Australia, Luke, and you're doing it right. Like you can do it anywhere. And if you do it right, you're an online business coach. So for you, you're not stuck in Australia shit tomorrow, you can go to Hawaii, you can go to St. Louis.

I'm not vaccinated. Well, yeah,

I mean, barring the COVID stuff, right? Like, like other than that, like you could do certain things that others that are working a nine to five, or government job, can't because you have to go to your boss and be like, Hey, I got two weeks vacation. Can I take that time off? And sometimes you get told no.

Yeah, like I said, I finish midday, right. So at the end of this interview in 30 minutes, that's the end of my day. And then I spend the rest of the day with my kids. And that's it. So it's a much better that's the other thing is like going back to a nine to five, which I didn't even think about the other day, like I went back to a nine to five, that would be four or five less hours per day that I would have with my kids, right? Which is also like, I don't want to I don't want to give that up. You know, so, so much benefits to being you know, being your own boss to having your own business.

So let's dive into something here. Because you're your professional coach, your professional online coach, you've scaled your business, we didn't really talk about you damn near going bankrupt. I'm sure we should talk about that to definitely kind of assess how you rebounded from that. And then I also want to talk about how did you find your success right? How did you become successful what sort of things did you need to do in order to find that success? That's what people are interested in right now for your story?

Yeah, so the first thing is so with most markets pretty much everyone in business right there's always the people that fail and people that succeed so me for whatever reason, I don't know why this is because they're so I help coaches right so other high ticket service professionals, mainly coaches, right, and there are some coaches that succeed and some coaches that just go back to a nine to five for whatever reason I've never it's never been in my mind to go like to give up like to give up on this because I always saw this as like when I became a coach against whatever reason I'm like, Okay, now I'm a coach, and this is what I'm going to do. I'm just going to become a business coach, I bought this it was a health coach, and then I loved the marketing and sales side of things and that's why I became a business coach. But anyway, I never saw it as like a hobby or something. I think a lot of people see their businesses like Oh, I'm gonna try this and if it doesn't work, that's okay because I'll get a job I never that never even entered my mind if it doesn't work there's always this my mindset was always this is what I do. This is my identity. This is like my career so I've always seen this as a career and I just never had that in my mind to like do anything else however again going into like the nearly bankrupt thing, right? So when I came back from London I was in a lot of I went over a lot of savings and came back with with a lot of debt and like debt with credit cards and debt with family. So what I did when I came back in order to start paying back that debt and just not stressing about money because I put on like 25 pounds in London just from from eating like just crap food like sugar and stuff just because I was so stressed with anxiety with money issues that I was just kind of like shoving my face for food, that's kind of like how I dealt with the stress. Anyway, when I came back from London, I got a side job in a bar, like in the evening. So I got to like a cocktail bar where I was just making drinks from like, say, five till nine o'clock at night, and but during the day, I would grow my business, right, I was still working my business. So I use that side job to pay off my debts to pay my bills, so I can live kind of not stress about money, and then needed to build my business. So yes, and that's a good strategy that you can use, you can get like a side job, whatever, a part time job to help support your business idea. And that's what I did. So it wasn't like a full time job. I did get something on the side to support that. But I worked on my business during the day. And then I just did that at night. So but the point is, I always kept focused on like, I know, I want to be a coach. Yes, I need to bring an income somehow, I'm going to do this. I did it for like, I think six months. And then that was in 2014. And since then she doesn't 14 I haven't worked for anyone else. But I haven't like had like a job. Yeah, so So anyway, so I use that to support, like my journey as my career. So that was my mindset in terms of, I think if you want to be successful, you have to have that mindset of it's not like, if this doesn't work, it's the mindset is, this is this is going to work like what my mindset is like, what else am I going to do? Like, I'm not gonna, like, that's always gonna master like, what else? I love doing this? What else am I going to do? This is my career, like, what else is there? I'm not going to go back and be an IT guy. For the government. That's just not even on my option list. Like, what else is there? If I'm not doing that? So it's kind of like how can I make it work? And you just keep moving forward? Yes, it's going to be you're going to have challenges, but you just keep moving forward. You keep learning from your mistakes you and coming back to the things that you mentioned, and like, what am I kind of lessons in terms of how do I how did I get to where I am, there's that one in terms of the mindset, the other one? Okay, so let me continue to the story. When I came back from London, I started, I really hated the free strategies like the organic strategies of growing a business like going into Facebook groups going into LinkedIn groups in London, I went to networking events, like five nights per week, because there's that many networking events, you could go that many times. So I was just doing all these like free strategies to try and get clients. And that's great when you've got a lot of time, but it's just like this. It's just so tedious. And it's so time consuming. I didn't want to do that. So I knew that I wanted to learn advertising because it's more automated. I bought this guy's course. And he had an agency and doing his Facebook course it was amazing course. And he put up an ad in his in his Facebook groups saying, hey, we need to, we're hiring media buyers. So what I did is I I applied to do like a, like a contracting position work as a media buyer, and he was going to train me up out of 50 people, I got the gig. And so I went from spending like $20 a day on my own campaigns to like $100,000 a night like literally like overnight, so probably more like $200,000 a month overnight. And so I learned very quickly how to get results with paid advertising. And I worked his name's Jason, I worked with Jason learning from him for a couple of years and his agency. And then I went out and created my own agency based on what I learned with him. And so set that since 2017 2018. So I've been doing my own agency since without since then basically. And then my second big lesson to share is and Jason basically changed my life in terms of I just learned his skills and to learning from a mentor is a key thing. So having the right mindset, and then learning from someone who's been where you want to be, is massive, like I've had a couple of I've had some really terrible mentors, and they can be a detriment, just as much of a negative as someone can be a positive, right, because they can really hold you back for many years. Because you've if you invest with the bad like I invested like $35,000 with a mentor that basically he found out it was turned out to be a fraud. And he he got so many people complaining he had to like go to China to like get clients like I'm not kidding. He It was that bad his name, but that bad. He had to like flee to China, basically to continue his business. So that was one of my first kind of like mentor that I invested like, what I just say naive, I didn't really understand what I needed at the time. And it wasn't what he was teaching basically. And he he knew what, what I needed, but he didn't give like he, he sold me something that I didn't need, basically anyway, my problem was my father didn't do enough research. And that's another lesson. It's like if you choose a mentor, do your research, make sure they're actually legit, make sure that they have actually helped people in your position. Because when you get the right mentor that's actually good, they will transform your life. So I've had a few amazing mentors in terms of helping me with my avatar to learn advertising, learn sales and learn marketing as well. And that's

something that we preach on the podcast. Luke is like, this information that we provide is for people to understand what to look for so they can do their research and do it well. And then buy into whatever they want to buy into right so that what we provide all of us not even just you and I but every guest I've had on is information about a journey that we've all been through. But at the end of the day, you as an individual need to do your own research before you make your own decisions planning. Simple. That's it.

Absolutely. And as something that I didn't do as effectively as I should have in the beginning of my journey, and it cost me a lot of money and a lot of wasted years, too, but you know, it's all part of my story, and I am where I am because of that story. You know, there are things that like Jason's, I only came across Jason from an ad I saw, you know, on Facebook, there's got the got the right hand column, there's a little little ad there. And it was Do you know who Frank Kern is Dustin? So there was a picture of Frank Kearns face and it was. So Jason, at that time, ran Frank Kearns ads. Okay, so it was a testimonial of Frank Kern. And so I clicked it. And I went through to the sales page of for Jason's Facebook advertising course, which at the time was $1,500. And I'm pretty sure from memory, I bought it straight off that sales page. Because of that testimony, I didn't actually watch his webinar. I just bought it straight from the sales page. And so we know if it's good enough for Frank Kern is good enough for me. And that's, that's why I bought it. And that little like, just like if I'm could have never seen that ad, right. And may never have been introduced to Jason. But so it's like, these things happen in your life. And you look back and you go, wow, like if you know, these these points in time, it's like the sliding doors moment, right where your life can go this way. Like, as I said, without that Jason's help my mentor, I wouldn't be where I am. In terms of like running ads, I said, I went from spending 20 bucks a day to $200,000 a month, literally overnight. And that's experienced that very, very, very small percentage of people have, even in my industry. It's super, super valuable. And that's why I haven't get great results today. So anyway, like, I don't regret any thing that happened in the past. Like I would obviously you do things differently, now that you have learning, but it's all part of the story, right? So the lesson here is, yeah, do. Do your research, do it well, before you hire a mentor.

So let's dive into one thing that I thought was interesting. And our listeners wouldn't know this, because I pre researched you before, right? So one thing that you brought up was, most entrepreneurs have some form of a pitfall when it comes to leveraging social media, email, whatever the case may be, I kind of want to dive into that a little bit. We don't have to give them everything. But like, I just want to dive into that because it's all about awareness. So let's create that awareness right now with our entrepreneurs and business people.

Yeah. So what did you mean by that have a pitfall? Is this like a marketing specific?

So like, like the pitfall could be like not using email in the right terms? Right, or communicating wrong or not? Using not using it in the right manner? Right, not using it to its fullest capacity? I

guess. Yeah. Cool. So I'm gonna start with again, this is all back to my story of how the gentleman right. So when I came back from London, I, I started focusing on the fundamentals. And I was doing what a lot of coaches entrepreneurs do, which is they, when they go to run in, like a marketing campaign, whether it's with advertising or email, or whatever, and they're trying to get more clients and more sales, and it doesn't work like it falls apart there. A lot of the time they associate, the reason why it's not working is because they don't have this bit of tech, right, or they don't have this new whiz bang strategy. I'm not using like Facebook Messenger or not using Facebook groups, or I'm not using SMS marketing, or some whiz bang funnel, and they associate the reason why they're not getting results or sales with that, right. And so that's why they bounced around from different strategy to different strategy, different tactic to different tactic and each new one, it's like someone going from diet to diet, right? So you always asked like, you know, if this diet doesn't work, and then this diet doesn't work, and then this diet, why did people keep doing that? Well, the reason why is it's marketing, right? So with every new strategy, it gives people a reason to believe maybe this, maybe this diet will be different. That's why people keep going from diet to diet, it's called a unique mechanism. That's something that Eugene Schwartz came up with as a copywriter. That's a unique mechanism. That's why people keep trying different diets, because they think that this time will be different anyway. But the real reason why they're failing, again, this is in the context of marketing is because of their message. It's always something to do with the message. Now let's get more specific. This is where this is the unsexy stuff that is very obvious, but people don't really focus on it. But this is like 80% of your success as an entrepreneur, whether you're selling physical products, or whether you're selling high ticket services, or whatever, right so this is all business is very simple. And you guys are gonna go Yeah, that's that's obviously but again, people don't spend enough time here. So what is business business is got a market with a problem, a problem market with a problem, and then you've got a solution. So you've got the solution, the product, the service, right? So all business is is selling your solution to the market with that problem. Okay, now, here's the thing, because we entrepreneurs are so in love with our product, we start communicating about all the cool features and stuff about our product, and it just goes over the prospects head and the prospect is going well, no, I've got this problem, right. How does that actually help? How does it actually help me? I'll give you a give you a perfect example as I like multiple conversations with us today. Just today. I do this almost every day with my clients. Okay, so I had a new client start today and she helps female pastors, right? And so I said, Okay, what's the point? What like some really simple stuff? What is the problem that you're solving for these for these women, these female pastors, like the like the leaders of a church, right? And she said, Well, I want to provide like a support group where they can kind of talk about what they're struggling with and stuff and say, well, that's kind of like that's like kind of a problem with more therapy. And she said, he, I didn't want to be a therapist, she wants to do coaching. And I said, Well, that's one thing that you could kind of sell, right? It's a support group where you guys kind of talk in a face or whatever. That's one thing, right? But let's talk about some of the problems that that that this female pastor has with the church. And you know, one problem is they need more wool on revenue, but they more donations, right. So that's a problem, Mr. Donations, they need to retain their congregation. So because the problem with it with churches, just like businesses is attrition, right, is turnover, people leaving the church, so they need to get new members, that's why they need to retain those members. So the point is, I'm going through like different problems, like big problems that these female pastors have with their church. And so as to do it, like, if you want to sell like a high priced service, you've got to sell a high priced problem. And this is such a simple concept, right? Pick up pick a painful problem to go pick a very painful problem. And then you're offering your marketing speaks to that problem. And I said to like, you're not necessarily actually changing your coaching, you're not changing that. It's just putting your service in the context of of a problem, right? So getting the problem and communicating to that problem in the first instance, is what so many entrepreneurs, and coaches as well have problems have proper problem with because they're, they're so deep in their own methodology, or their own product, that they don't actually know how to communicate just that simple problem. So what I do is I just go, Okay, let's find a painful problem. Once we get that, and we have a great offer to solve that problem, then that's 80% of our success, then we can much more easily generate appointments, which is what I'm generally helping coaches with to get more appointments, right? So they can make more, make more sales, get more clients. But in terms of like, what's their going back to your question? Like, what's the big floor? It's number one is not focusing on the fundamentals. And the biggest fundamental is like, what's the problem that you're actually solving could solve a bigger problem, you're gonna get paid more like you're going to be able to charge more for your service. And I've got many more examples that I can go into to kind of expand on that if you want. If that doesn't, if that's not 100% Clear. But that is like key, if you want to be successful business, like that's all businesses, right? It's like, what's the problem, solve a bigger problem, say, like a position your product in a way or your service in a way where you say that you can solve that problem, and you'll get paid more? That makes sense.

Makes perfect sense. I think. I mean, again, most most of the people that listen, they they understand that so honestly,

people understand it, but then they go to do a marketing campaign and then it they kind of understand it on a surface level. Like I get that. But then when they go to write their campaign, they're still not they're still not doing it right, because they're still in deep in that product. So as I say, like to, like start with the market first. Don't even worry about you're actually it's a good lesson, right? Because this is kind of like the copywriters copywriters like top level copywriters that right like long sales pages, and this is what the guys did in like someone like Eugene Schwartz, he's not alive anymore. But this is what they did. Right? They are Eugene Schwartz, he is a copywriter, but he actually had his own health company where he would sell health products, one of the things that he would do is before he even created the product, he would actually write the sales letter for the product. And he would say he would look at his say, actually, the first thing you do is you get clear on the market, here's the market, what's their problem, their problem is whatever fibromyalgia or you know, chronic chronic fatigue or whatever the whatever the health problem is, right? So he'd get clear on the market, then he would write this a sales letter, that would be like, the most amazing product that this client could ever dream for. Right? They just did all these things. And then he would go okay, this is what the what the prospect wants, like a like, if you think about like weight loss, like a push button solution where they just like the the weight has kind of dropped off, that would be like the, you know, the ideal kind of weight loss product as an example, but he would write the, he'll write the sales letter first that was speak to all of these kind of dream outcomes that would address all the prospects frustrations that they have with other products, right? So he would write the sales letter, then he would go and create the product based on the sales of that and try and deliver as many of those kind of dream outcomes for that for that prospect. So the point is, step one is like it's always starting, you start with the market, if you want to ever know what's a good offer for a market? Or what would be a good product, or what's a good blog post, start what's your what's the market that you're trying to attract, because they're going to tell you all their fears, their frustrations, their challenges, and then you create the product based on what they're struggling with. And that's gonna help you create a better marketing message that actually speaks in their language. So what a lot of entrepreneurs do is they have an idea for a product or they have an idea for a service and they put it all together and then they try and fit that product into a market and that's a much harder way to actually grow you know, CRO successful campaign because it's sometimes you then use seeking a square peg in a round hole, and that's what I was doing with a client today. She has this she helps couples with infidelity. One of them's cheated as an example, she helps reconnect them and she's got this off When I looked through her kind of offer, and I said, Well, your market, you know, one of the things that these women like said the Heartless said the husbands cheated, right? So one of the things that your the women will be wondering is how do I, how do I know my husband is actually committed? How do I know he's not going to cheat again, and she has nothing in our program to address that. So that's what I mean by you start with the market, go look at what are their biggest questions and their concerns and their fears around this problem that you're solving? And then you create a product that way? So I said to her look, you want to, you're going to have to add something into your program that addresses this question that they have. This is what I mean by a lot of people start with the product, then they try and fit it into the market and that that is harder to sell because then you're not, you're often not actually speaking to what it is that they want. Does that make sense? Yeah, so that's like, this is the unsexy stuff that people don't want to talk about, but this is what makes you money. This is a successful business.

I like the unsexy stuff though, because it makes you money. So like for me, like it might say unsexy, but that's sexy to make some money. Yeah, yeah. So, so let me ask you something we've we've, we've covered a myriad of things, Luke, and I think we've done it very well. And there's been a wealth of knowledge. If you were to leave one super key fact or golden nugget for the listeners, like one super important thing, what would you what would you say? What would you leave them with?

Yeah. So that question and and, and usually, I end Most interviews with this, and we've kind of already addressed it. If you want to be successful in business, which is why people are listening to this, right? It really comes back to your to your attitude. And seeing this as like, this is your career. As I said, like, this is your identity. It's like what else is there, there's nothing else to do. So if you had that, that mindset and you just continue to move forward, you will get to where you want to go, right, get a mentor, that's been where you want to be and you continue to move forward, you will get to whatever that goal is 50k a month, 100k a month or whatever it is a certain amount of product sales or a certain amount of clients. It's a foregone conclusion, it's not a matter of if it's a matter of when, okay, that might be in 10 years, who who cares? Like what else you're gonna do, right? So as long as you have that, like, this is your career you like you will get there. For me, it took me a long time to get to the goals that I had. So funny. When I when I walked into, like when I went moved to London that I assign it to like you open a bank, right? That's one of the first things I had to do was open a bank account. And the lady asked me, she said, Okay, what's your prediction? She says, What's your projected revenue for like, for like the next 12 months? And this is how like, naive and delusional I was. I said, Ah, because I had his lofty goals, right? It's like, because I thought it'd be easy to sell coaching to not like a million pounds, like actually taught it like a million pounds, which is in Australian, that's like $2 million a year, like in that first 12 months, I earn, like 1500 pounds total, like that's how much my first client, baby. So

when I answered that question, Luke, I was the opposite of you. I was like, I don't know, we're startup I think. I mean, we've made $0 right now. And so I'm not

Yeah, I should have said that. This is how like, naive I was. So the point is, like, I had these lofty goals, and it's taking me a long time to like, get to that level, right? And again, it doesn't like it's not for me, at the end of the day, it who cares in the day? Because this is what you do. Yes, you have these goals, you will get there. If it's in five or 10, you know, 10 years time? Who cares? The end of the day? Because this is what you do. This is your career. This is your? Yeah, this is what you do. Now, yes, there's going to be shorter term goals that you want to hit to pay for your current, you know, expenses and have a kind of an okay, lifestyle. Yes, I get that Ben has those big lofty goals. Okay, who cares if it's five years away, or 10 years because you're doing what you love to do. And this is what you do, and and who care. So the point is, if you keep moving forward, you will get to those goals. You just got to get a great mentor, keep moving forward. And it's not a matter of if it's when I think

that's a very important golden nugget. So I thank you for leaving that for everyone because it is super important. I like to end the interviews with things about Luke. So things about you, right? So for example, if our listeners resonated with you, what is the best way to get in contact with you? What are these high ticket sales items that you coach on to because that might pique some interest as well. So I just for the last part of the podcast, just want to like how do we get a hold of you? What are you doing currently with your coaching? Like are you coaching on selling something specific whatever the case may be, so that way people know who you are and what's going on?

Yeah, usually. So I will say I have two coaches that I work with. So someone that's usually over six figures, I will run their ads for them a lot of the time. But if you're under six figures, and even just getting started, like basically what I do for that type of client is I will help them create an offer right that solves a painful problem right off their off up their package, and then help them sell that basis. So I've got a system that I teach to, to get clients however, you have to be like an expert at something right? It could be fixing relationships, or it could be anything else or dating, helping people get dates, whatever it is. So as long as you have some level of expertise, you don't have to have had a coaching business before or even sold anything, but you have to be an expert in some particular solving some type of problem or area expertise in some area, then I can help you. So but probably the best next steps is, is just to probably jump on my list because that's where I talk more about my system. And it's pretty straightforward. Literally, this is just a simple email system that I teach. That's like it's no complex, no complexity, because again, it's not about the complexity, it's not about the latest tech, it's about the problem. And the solution. As long as you get those right, then you just need a simple system to get clients. So anyway, what I recommend is go to go to nine, email offers.com. So just the number nine, email offers.com. And that's like, you'll just get a free guide that shows you kind of like some different email offers that I've used in the past that other clients have used to help bring in clients. And that may be relevant to you or not, depending on whether you have a business or not. So you can check that out. But more importantly, we'll jump on my list and then you'll see how my system works. Again, it's very, very simple. And then you can go from there. If you want to speak to me, we can have a chat from this. So probably the best nine email offers.com

Perfect. And for our listeners, I will have relevant links in the episode description for all of Luke's information just so that way it's easier for anyone to get a hold of him. Also, we do have his guests profile that will be on the chopping wood fire website. So we'll have his lovely headshot there so you can see what he looks like how Australia is treating him all the fun stuff. Hey, Luke, I appreciate you man. Thank you for being the first Aussie on chopping wood fire. We love you. We appreciate you. I know there's going to be more to come. So I appreciate you being on with us and welcome to our family.

No worries, Dustin it was it was a great interview. I appreciate you having me

on. It was definitely fun. I had a lot of fun. So thank you