00:07:02:18 - 00:07:24:18
Unknown
We wanted to record this video because you don't know this. But every now and then, Alexia comes to me in the morning after the coffee and she start throwing ideas at me. And usually I don't react very well because she's the creative one. I'm the logical, insistent one. But lately she's got it all right. And
00:07:24:18 - 00:07:28:12
Unknown
I'm starting to trust her more and more and more, even in the business side.
00:07:28:12 - 00:07:54:16
Unknown
So you're taking over my side, which is amazing. But this month, because we had a allow month, the month before, we decided to do a few things that were completely counterintuitive because she had a gut feeling and we went for it. And when we made 20 K in the process in less than a month, and we wanted to show you and explain to you exactly what we did and why and if is what if it was a no month month before in your selling courses or digital products?
00:07:54:16 - 00:07:57:10
Unknown
This is exactly for you. We'll give you some inspiration.
00:07:57:10 - 00:08:18:23
Unknown
And
00:08:18:23 - 00:08:36:01
Unknown
A few months ago, we let go of our entire team. The reason being was, well, first of all, because we felt a lot of friction dealing with the team. We felt like it wasn't in alignment anymore with the way we wanted to run the business, but also because we finished many projects.
00:08:36:07 - 00:09:01:23
Unknown
The main project that we said, shall we create a path for our student online rather than a course? We're going to have a gamified course. And then we had so many products, we need a landing pages for each of those. So we created a lots of different systems and the website was finally complete. I felt, finally I can relax, everything is automated, everything working fine.
00:09:02:00 - 00:09:26:15
Unknown
And then we hit low months. Like exactly when everything finished. That should have been working perfectly. Wasn't working anymore. So for a couple of weeks, we said, well, maybe the market is low, maybe the month is low. You know, after all, in fitness, when we are, we arrive to June. Not many people think about doing fitness, to think about going to the beach because they've already done fitness the month before.
00:09:26:19 - 00:09:27:22
Unknown
In theory.
00:09:27:22 - 00:09:37:17
Unknown
And you came to me one day and very frustrated. She came to me very frustrated because because we weren't selling as much as we thought
00:09:37:17 - 00:09:57:02
Unknown
and funny enough, like it felt there was something out of out of tune. It felt like our energy throughout all these months where it was going into the wrong direction. It was going into making everything perfect, both for our side and especially.
00:09:57:02 - 00:10:13:00
Unknown
It was to try to find the best way to please everyone, to please the clients, to please, all the requests that were coming in and there was something that wasn't sitting right with me anymore. There was
00:10:13:00 - 00:10:26:09
Unknown
bear in mind, okay, I created all these products because I felt like I needed to give. I needed to one maybe prove myself I could do something, but also because I needed to please.
00:10:26:09 - 00:10:57:13
Unknown
I needed to make sure that everyone was set up for a success, that everyone had everything they needed to succeed in whatever path that they were taking. So rather than actually thinking about it, how can I step by step take them there? I said, they need this and they need that, of course. And so I constantly started creating, which is where your body of work is insanely good and it's insanely vast as well, which was kind of part of a problem.
00:10:57:15 - 00:11:24:07
Unknown
So in that feeling I felt, I looked at everything that we did. I felt the fact that people where in a way, taking for granted everything that I had, I had created, everything was available, and everything was out there for the public to just pick and choose. even without knowing where the were going with their life and with their with their passion, with their journey.
00:11:24:09 - 00:11:51:00
Unknown
And somehow I didn't feel right. There was all this clutter around, even if we tried to make sense of it with the quiz, with the landing pages, with explaining what every course was doing now, we had like sat seven bundles of courses, which were, I mean, bundle collections of mini programs put together to reduce the number of all of the programs that we created over the years.
00:11:51:02 - 00:12:12:20
Unknown
And I guess we got people confused and got very confused and everything. When I looked at like there was one specific page that I looked into and it was our store and our store I looked at, I was like, I don't even know what I've got in there. I don't even know how like it feels dirty, it feels cluttered and it doesn't feel right.
00:12:12:22 - 00:12:35:09
Unknown
And if it doesn't feel right for me, I have to do Marie Kondo style. And to me, it has to spark joy. But so this happened. You came to me, you brought me coffee, like every morning. And I love that. And, you came from the door. I still remember the image. And you said, Jacobo, I'm going to say something stupid.
00:12:35:11 - 00:12:41:15
Unknown
You always introduce your ideas like that. So not because they're selling dream, and then you go,
00:12:41:15 - 00:12:44:03
Unknown
shall we close the online store?
00:12:44:03 - 00:12:56:11
Unknown
Which so I had in mind. I had two reactions. The first reaction is, well, this is dumb. My logical brain like this is actually the way we sell stuff. You want to close it? Are you crazy?
00:12:56:15 - 00:13:26:19
Unknown
But then immediately after there was this wave of positive energy from the heart, from the gut, the said, oh yeah, that would be nice. For no reason whatsoever. So I said, I think it's a good idea. And you felt good, I felt good, you felt in alignment. And we said, you know what? I think the fact that we're feeling positive about this idea, it's maybe the reason why we should do it, because we've overwhelmed people with too many choices.
00:13:26:24 - 00:13:39:20
Unknown
It's always everything available. They don't know exactly which one is the best for them. Even though we have a quiz that tells them they go through the quiz and say, okay, well, I'll buy it later because it's always going to be there.
00:13:39:20 - 00:13:41:21
Unknown
That was part of the problem.
00:13:41:21 - 00:13:50:03
Unknown
Also, there was part of the problem saying, okay, I'm doing a disservice to my people, but also didn't sit right with me anymore.
00:13:50:05 - 00:14:00:10
Unknown
I didn't like it anymore. I didn't like it to be there, to have it available there. I said something before that I keep repeating it.
00:14:00:10 - 00:14:17:08
Unknown
People are taking it for granted. Whenever you have something really good, even just sitting there just because it's available, they take it for granted and they say, well, I'm going to get to it whenever I have time, whenever it's there later, whenever it's there anyways.
00:14:17:08 - 00:14:19:17
Unknown
Right. I remember what triggered you.
00:14:19:17 - 00:14:40:18
Unknown
We started receiving messages. Not many, but you know, there are the negative ones are always the one that resonate the most for some reason. And I remember you receiving one message from, from a girl on the YouTube channel that said, could you could you please make, an hour video for free about this topic?
00:14:40:18 - 00:14:46:09
Unknown
And also, how do I contact you so that you can see me 1 to 1 for free?
00:14:46:09 - 00:15:07:09
Unknown
That's when you started thinking, I've got 600 free videos on YouTube. I've got all these programs that are priced incredibly low and you are coming to me with this messages. So is there something wrong? I'm being abused. I need to establish my authority and make them understand how valuable my stuff is.
00:15:07:09 - 00:15:15:01
Unknown
So I think that was the anchor subconscious reaction to all of this that made us make this move on your online store.
00:15:15:01 - 00:15:36:01
Unknown
And that specifically really made me like, you're right. It made me think about the value that I had, and I felt abused. Like the reason, the reason why I said, okay, I'm taking everything out is I don't want to feel abused anymore by the people that 50%, actually more than 50% are there because they love it.
00:15:36:01 - 00:15:56:05
Unknown
I understand it, I love giving, but whenever there is nothing coming back or whenever you're coming back and the universe is saying, mate, this is not right, there is something I have to do. So that feeling of not feeling right, feeling abused by the same people that you've given to, is almost like a massive slap in the face.
00:15:56:05 - 00:16:18:22
Unknown
And I said, okay, enough, the reason, enough stuff out there, there is enough stuff that I've given enough, and I think it's time for me to take back, and to be thankful to myself for everything that I have created. So the moment that you value yourself, you value your work. I said, I'm not. I'm not going to allow people to take it for granted.
00:16:19:01 - 00:16:46:01
Unknown
All the work that I've done in my life, I don't want people to take it for granted. So you know what? Like many artists, I'm going to take it away. I'm going to give it a very limited number so people will appreciate what I have created. And there's nothing to be cocky or very nasty about it sometimes is the energy that you need to say, I need to push forward for new projects that I've got in life, but I cannot.
00:16:46:03 - 00:17:08:05
Unknown
I cannot be treated by my own, the people that the same community in that way. So thank you. You touched a very important point. And for if you are building a YouTube channel where you feel like you're giving a lot, this is perfect for you because we are now in the place where we have 220,000 plus subscribers on YouTube channel.
00:17:08:05 - 00:17:13:20
Unknown
We've been doing it for eight years, so we can give you some insight from where maybe you want to go.
00:17:13:20 - 00:17:33:21
Unknown
What you just described is not like just being frustrated and taking back from from your audience to me, the way I read it, it's more like you are taking a notice of your worth. You are becoming more the guide and the leader for your followers.
00:17:33:23 - 00:17:59:06
Unknown
And then you put in place the way you want to be treated. You are teaching them how you want to be treated because the source of burnout in anything is feeling abused is giving way more than what you receive. And that's not being humble. That's not being, generous. That's just a recipe for failure. Because sustainability, profitability is key for any project.
00:17:59:15 - 00:18:15:14
Unknown
So we decided to close the store and but we did it with a bit more of strategy than just closing it from one day to another, which is what's going to make us zero money and helping no one whatsoever. So this is what we did.
00:18:15:14 - 00:18:35:08
Unknown
mind you, one of the things that I care about is the success of my students. That is nerds. Now, like, I love my students, and I want them to succeed. But there are few words, as in the way I've been brought up and the way I was strained, that I cannot stand.
00:18:35:10 - 00:19:06:05
Unknown
One is the word, I can't. Two is the word. I do it later, and three is procrastination and something that you can do right now. So I was actually very honest with my, with my student. And I said, guys, I'm closing the store, which is a lingering on it. So if you are willing to actually take action and start one of my programs, this is the time because I'm taking them away, because you've been sitting on there for way too long thinking about, should I do what should I not?
00:19:06:09 - 00:19:27:17
Unknown
What is my life going to be? Oh, I wish I did it. That's the other thing. Regret that wish I did it is something that really gets me going every time I have to do a project for myself. So I am not going to ever allow my students to say, oh, I wish I started this and I never did.
00:19:27:19 - 00:19:49:11
Unknown
And then on your deathbed, I wish I did it. Done. That's it. No. No time. So the fact that I was honest with my student, I think it made it even more appealing to say, yeah, you're right. I'm been I've been sitting on this and I haven't taken action. I haven't done anything with it. So there is no point of me just leaving it there just for you to look at it.
00:19:49:11 - 00:20:10:01
Unknown
So that was my very first reaction to people and say, stop procrastinating. This is going away in a certain amount of time. So it's either now or never. I think again, this is another key moment for you. If you are thinking, well, I don't want to push people to buy my stuff because it sounds like this is what we did.
00:20:10:03 - 00:20:23:04
Unknown
Now I'm gonna give you some perspective. I was born in Florence, right? The actual Florence in Italy, and for 40 years I never went to visit the Uffizi Gallery.
00:20:23:04 - 00:20:35:17
Unknown
Now, because I talked about this in my, some of my emails that I sent to my list. I actually noticed this, and we finally went and organized a trip to Florence to spend the whole day at the fitting gallery.
00:20:35:17 - 00:20:59:03
Unknown
We have to do it again because it's so much stuff is incredible. But the thing was, I was born in the city where one of the most famous art galleries in the world was. There was always available. I never had urgency to go and visit it. Then what happened? I left my country to go and pursue my career and I never went.
00:20:59:05 - 00:21:22:05
Unknown
And that was to me, a tragedy right? If the Uffizi Gallery said, guys, we're going to close for ten years, this is the last time you can visit it. Well, maybe it would have been too much of a queue, but anyway, that would have been an, an incentive for me to go and visit because I really, really love what it's exposed there.
00:21:22:07 - 00:21:48:13
Unknown
This is the same exact scenario. The only difference is that digital products are always available. They're not tangible. So we need to create manufactured urgency in a way that people finally make a decision and step into something they already decided they want to do. They just procrastinating. And procrastination is one of the poison of this society, and you as a leader should lead people to avoid procrastination.
00:21:48:16 - 00:22:01:21
Unknown
And this is one way if you could do it. So what we did was okay, we're not just saying jump on it right now because you have to, otherwise it's going to go away forever. We also gave him a little bit of a discount, so it's another incentive for them to jump in.
00:22:02:06 - 00:22:21:22
Unknown
So we accomplished two beautiful things. We finally made them aware that that's today where they need to make a decision. And the second thing, we put some money in our pockets so that we can even do even better things, even better project for the people that we want to help, and also have better gratification about what we're doing
00:22:22:07 - 00:22:57:08
Unknown
As a flip side, we simplified our business. In the process, we removed a buffet of offers that were confusing and overwhelming for people. Now we only have the membership and the very low ticket entry point product for people that might don't want to commit to the membership. And everything we do is on the back end. And if you don't know what that means, I've got different other videos where I can show you, how we do upselling, cross-selling, and all the strategy things that if you're interested, just let me know in the comments and we can do other videos on the topic,
00:22:57:08 - 00:23:02:19
Unknown
but simply find the entry point for people making them take a
00:23:02:19 - 00:23:04:24
Unknown
decision. It's key.
00:23:04:24 - 00:23:32:11
Unknown
The cool thing is that all of those products, every every single course I have created, these, they still exist. They're still there, they're still available. So what can happen is taking those and do special offers or special bundles that are limited. It's almost like think about as art. It's a limited edition, so whenever it is limited edition, it additions, additions, additions.
00:23:32:13 - 00:23:38:21
Unknown
It's a way more appealing for people. Why? Because it's there for only a certain amount of time,
00:23:38:21 - 00:23:47:17
Unknown
It made me think about my role as, as, as a coach, as a leader, as a someone that needs to help people succeed.
00:23:47:19 - 00:23:50:16
Unknown
Sometimes you have to make a decision for them.
00:23:50:16 - 00:24:11:03
Unknown
I, I've learned this the hard way, but you cannot leave them to many options, to the point that even, even now, even when I'm talking to friends or chatting with friends, I've noticed they're back in the days or like until like three days ago, I would give them options because I have a free.
00:24:11:05 - 00:24:33:05
Unknown
Right now. I'm not saying free, but I've got a pretty loose, time schedule. I can sort myself out. I can decide when to go, when to come back. we have plans on when to work and when to create content, but the rest of the day for me is I can sort myself out. I don't I don't have a specific set schedule I have to follow.
00:24:33:07 - 00:24:55:15
Unknown
And so whenever I was chatting with my friends, when the people said, you decide, you let me know whatever it's easier for you. And whenever that happens, nothing happens, you know, because they're busy. Life is in the way. So maybe I'll do it later. Maybe whatever. Chisel was free. Yeah, exactly. But there is something I've learned. And I said, okay, let's meet up for coffee.
00:24:55:18 - 00:25:22:22
Unknown
And the moment I was going, let me know what is best for you, I went, no, delete the message and say, all right, let's say, how's about, Tuesday morning, 1130? I'll meet you at that cafe there. If it doesn't work for you, let me know. We can find them, rearrange for another time or another place. But this is exactly what I've decided right now.
00:25:22:24 - 00:25:48:01
Unknown
And it's interesting because. No, everyone goes. Yeah, perfect dance sorted. Thank you for a for making that precise for me so I don't have to think about it. That's the other thing. As a coach, you have to lead the way. People don't want to think about what they have to do. So if you tell them that this is what they need to do, the time that they need to, to arrive or do a certain things, they will do it.
00:25:48:03 - 00:26:10:17
Unknown
If you give them too many options, it leaves too many loops open and it will give them such a overwhelm that the wind up doing nothing. So be precise on how you are talking to your people, even whenever you're selling the course. Take everything away and make sure that to your list you say, this month we are working on this.
00:26:10:17 - 00:26:30:07
Unknown
Therefore, this is the offer that I'm going to have for you is only going to last about a week. And that's it. Use it or lose it. That's the that's the only option I'm going to give you. And they will jump on it. And they're grateful because then they will see the results. It's incredible. I never like it.
00:26:30:07 - 00:26:40:09
Unknown
I always thought I was always so nice to people and say, that's okay. You do what you feel. And I was, I do this and they do it
00:26:40:09 - 00:26:44:21
Unknown
because you changed. You leveled up and you became a leader.
00:26:44:21 - 00:26:53:11
Unknown
This is probably something that it might be difficult for you to implement because it requires you to be more brave, but people need that.
00:26:53:15 - 00:27:08:14
Unknown
People need a guide, and the guide will be firm on giving not too many options, which is just one way to do things. This is what's happening today. Take it or leave it and you should be okay with that. People will thank you for it.
00:27:08:14 - 00:27:13:17
Unknown
urgency is key for anything to happen and be the guide for your people.
00:27:13:17 - 00:27:31:22
Unknown
Otherwise they'll take advantage of you. You will feel depressed, discouraged, profits will go down, and you will eventually quit. And we don't want that for you. You want you to win for you. We need you to to level up because the world needs you right now. And point number three after those two is the I always go back to Marie Kondo.
00:27:31:22 - 00:27:51:14
Unknown
She's my she's my go to person. It's not just about the clothes and the mass that you've got in the house. There's also the mess that you've got in your business and in your mind. So clear out anything that doesn't spark joy and only keep what sparks joy. And I love that. So whenever you look at your wherever you look at your business, like, does it spark joy?
00:27:51:14 - 00:28:10:04
Unknown
Is that what I want? Is that how I want it to feel whenever I get up in the morning and jump into into my my my business? Yes or no? If it's spark joy, go for it. If it doesn't clear it out and give it away and thank you. Just say thank you for the time being.
00:28:10:04 - 00:28:10:23
Unknown
gut feeling.
00:28:10:23 - 00:28:16:18
Unknown
And the gut feeling to me is everything. Now I starting to believe it as well and I love that.
00:28:16:18 - 00:28:19:07
Unknown
Don't look at me like that.
00:28:19:07 - 00:28:40:20
Unknown
And I
