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Unknown
Hey, friend Iacopo here. And Alexia, she's my wife. She's always like this.
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Unknown
That's why we work well together. Today we want to share with you how we run our business, which is making 10 to 30 K a month,
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Unknown
We don't have a team. We work 3 to 4 hours a day. We only produce the content that we like and we get inbound leads.
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Unknown
I'm going to explain everything in a second.
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Unknown
But before we start, let's make sure that you are the right watcher, because this video is not for people at the beginning of their online business journey. Nothing wrong with that.
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Unknown
We love you guys. We are changing the world, but you have so many skills now that you need to grow and learn. This video is a little bit advanced, and this video is also not for people that want to grow their business no matter what. They want to grind it out and have big financial goals. Doesn't mean that we are not going to make big financial goals.
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Unknown
But if that is your only goal and you don't really prioritize your time in this phase of life, this video is not going to be super beneficial for you. This video is mainly for people like us right now, people that are already full time in the business for few years. We have grind it out, but now we are prioritizing time, ease of living, ease of working for profit and working without a team.
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Unknown
So this is if you are interested about gaining all of this, living this way, doing the things you love. This is the video for you.
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Unknown
Hi friend. This is Iacopo and Alessia.
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Unknown
And
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Unknown
in a way we want to make you think about what to prioritize first. As much as we've loved our businesses, as much as I loved my business the way it was, it gave me anxiety all the time. So here what we want to do is to set a reprioritize or a reprioritize.
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Unknown
We want to start by giving you a little bit of context, because who are these two people? Like, if this is the first video that you see from us, you might thinking, why should I listen to you? Like I would ask that question. So maybe you've known a YouTube channel called Lazy Dancer Tapes where this girl, my wife.
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Unknown
We grew a YouTube channel to 228,000 subscribers
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Unknown
And also back in 2018, we grew a business attached to it as well.
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Unknown
That business was doing great. We at the peak of our success, we were managing a team of seven.
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Unknown
We were making 30 to 40 cable hours each month.
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Unknown
But we were running constantly. A machine that was
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Unknown
a beast, we were growing a dragon, but we were growing a beast that was eating us alive. Why? But don't get us wrong, we got to that point because we were consistent and we put our effort into it every single day.
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Unknown
But there was a point where that effort, like you said, starting to eat us alive, where the energy that we were putting in was not giving the energy coming back. So when you started thinking about where the balance was, well, in that one specific, there was no balanced picture. This we would wake up in the morning thinking about all of the massively to do tasks that we had to go through.
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Unknown
The team needed information we needed to strategize for the next month, next promotion, next month, next year, because we had, yearly launches, yearly week, monthly launches, we needed to organize it. We had an email list to constantly nurture. We had two videos that had to come out every single week with a specific call to action based on the launch that we were going to do that month.
00:03:59:16 - 00:04:32:12
Unknown
To me, it started becoming, as much as I loved growing that channel and giving to people their dancing, their their beautiful moments, I started only thinking about how do we pay everyone? How do we support everyone? How do we grow? Where is the money coming from? What can we do to actually grow it bigger? If this is not enough to actually pay all the bills and the people that work with us, so much so that we invested in coaching, we invested in masterminds as well.
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Unknown
And the latest mastermind we invested in at the end of that cycle, I was, the host of a mastermind. How do we double our business? Because I think we are, we reached capacity with this. There's not much we can do anymore. And then we got told that if we wanted to double our output, we needed to triple or quadruple the input.
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Unknown
And that was for me when it felt like they stole my toys and I felt like I really lost a, a relative that moment, I had to grieve a little bit. And that led that led us to basically two years of wandering around thinking about what we were going to do with our life, honestly arguing all the time.
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Unknown
And we didn't know how to fix this until it came to us. We started tapping into tapping from our intuition, and this is the reason why we really work together. She used to freak out a me every time there is something wrong, but I never listen until the moment where she couldn't take it anymore. So I started listening.
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Unknown
As man, we usually do that. We are very mission driven, but thankfully we have our women to give us some insight on the emotional state of things. And I finally started listening and, asking my brain different questions. For example, how do I stop creating videos every week? How do I stop creating promotions every month?
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Unknown
But also, how do I stop my nervous system to be so constantly running 100% when I feel anxious, where I feel that I'm not doing enough, or where I feel that everything is somehow
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Unknown
not in control of what we do. I still remember that day when our family came over. So imagine this picture, this. Our family came over after, after so many months that we didn't see them.
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Unknown
So I was surprised we were coming over to see you. And after we took them around the beautiful city that we live in, which is Verona, we spent a fantastic day. We said, why? Why don't you come back to our place to have a coffee? Only then I realized that's when they all walked in. When they all were standing around my lounge.
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Unknown
This room. But this room. I had actually no place where to sit. Them. Everyone was sitting either on the floor or hanging next to the wall, or kind of finding cushions, and everyone was feeling so uncomfortable. I felt super uncomfortable because this room and this way of living was not fitting of how I wanted to show up for my family, for the people that I love, for the guests, that I wanted to come into the place.
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Unknown
This place was about studio and dance studio with cameras and lights, and I said, I'm changing, I've changed, and I want everything that we worked for to actually serve us, not to be in the way of how I want to feel. So this is the, the, the time of where I went. I can't I can't have people coming over and feeling so uncomfortable.
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Unknown
I can't feel so uncomfortable. I need we need to change. We need to change the whole model. We need to change what we do and how we do it.
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Unknown
based on, our needs, our values.
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Unknown
The way we felt. And so we started rethinking the business model. Isn't it incredible when the universe tells you exactly what you don't want and how you don't want to feel is the different research. So the business needed to change as well. I feel like the universe always tells you what you need, and when you don't listen, it increases the volume.
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Unknown
In fact, it increased the volume so much that we burnt out and had to think differently. But thankfully, we find ourselves through now.
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Unknown
A business that does not have any team is just us and we can manage it very well. We don't have monthly promotions the way we used to. We don't have a million funnels, we don't have a million products.
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Unknown
We only have one single offer, one invisible funnel, which I'm gonna tell you a bit more in later.
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Unknown
And the way we serve people is completely different, because we only serve a specific class of people
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Unknown
in our own terms. So this sounds way too good to be true. So in order for for us to explain to you how we've done it, we just distilled it down to three main pillars that we want to unpack for you, so that maybe you can gain some ideas and see where your business is at and how you can apply what feels good, not everything.
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Unknown
We don't claim we know everything because we don't. But we found something that worked for us by tapping to our intuition. And I want you to have a look and see what your heart says when we are mentioning these things, and see if it can work for you as well.
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Unknown
The three main pillars of our method, the way we do things
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Unknown
Let's start with the first one. Discovery. Discovery is everything we do to get discovered. Social media. If you are growing a personal brand, I guess you are posting content on the platforms, maybe all of the platforms, because that's what we did when we started.
00:09:50:21 - 00:10:05:20
Unknown
We were on Instagram, on Facebook, on Pinterest, on YouTube. We had a mailing list. We had it all. Unfortunately, we focused on YouTube. But the way we focused on YouTube or any other platform for that matter
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Unknown
was
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Unknown
based on vanity metrics. For whatever reason, I believed at the beginning that if I grew the channel as much as possible, money would come somehow, and that is a recipe for failure.
00:10:20:03 - 00:10:51:22
Unknown
So I don't recommend it. But having a specific goal and being consistent on trying to reach that goal gets you results no matter what. So we we had ton of results. We had followers on the YouTube channel. We had watch time, we had views. We were growing an audience. But what happened was that in order to create that audience, it was a huge amount of effort for attracting as much as many people as possible within our niche.
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Unknown
Our niche at the time was ballet for adults
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Unknown
One and a half years before we started selling anything.
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Unknown
And when we launched our membership, only a handful of people signed up. Then, of course, we spent the next few years understanding how marketing works, but it was really push like a push energy around everything. Push the funnel, make sure to score a upsell a down, sell across, sell email sequences, sequences to sell something else. It was exhausting because
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Unknown
it needed a lot of energy
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Unknown
to work.
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Unknown
And that, of course, is a big problem because if you don't want to do that, what is the alternative? We found that the alternative, it's it's much better if you focus your messaging in a way that speaks not to everybody, but to a specific class of people. They are your dream clients.
00:11:42:15 - 00:11:44:20
Unknown
You're speaking in a very different way.
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Unknown
Your content
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Unknown
feels very different and
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Unknown
only a few people will respond. So
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Unknown
instead of trying to be liked by millions of people, we started trying to be loved by very few people, but selected.
00:11:59:06 - 00:12:25:21
Unknown
To give you an example, even in our coaching business and our coaching brand profitable talents, this channel, we are using exactly the same principle. I'm not trying to speak with everybody that is trying to make money online because that's a very, very broad niche. And there is there is maybe the professional that wants to build a side hustle and needs information, but is also there is the online entrepreneur that is trying to, yes, still make more money, but in a different way.
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Unknown
So the way you create content and the way you name your titles, you use your hooks in a specific way. It all comes down to messaging.
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Unknown
For example, if I made a video about how I made $1 million, selling digital products would attract probably a lot of people. Assuming I came back that up. And we can't because we've done that.
00:12:46:20 - 00:13:05:21
Unknown
But I don't want to do it because I don't want to have a flood of anyone to watch my videos. I want to speak with specific type of people. I want to speak with people that are already making money, but they were in a situation we were a few years ago where they have to manage team. They they don't have time for themselves and they're really stressed.
00:13:05:22 - 00:13:15:13
Unknown
Yes, they're making money, but they have overhead that expensive. They hate launching because they've done it so many times. They hate their life and they want to get out of it almost. They want to quit.
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Unknown
This is the people I want to talk to. So instead of using titles like how I made $1 million selling digital products, I can use a different title, like how we made $1 million without a team and without stress and building a business around our lifestyle.
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Unknown
Now, this is a very long title, but I give you some ideas on keywords that you can use to really make sure that the content is more tailored to a specific type of audience, and the right people will come.
00:13:45:21 - 00:14:07:23
Unknown
Pillar number two is called nurture. Nurture is a very big fear of an online business. Do you remember when we when we did all of those launches? What did we do? We we created a free event most of the time around, something that our audience wanted. We had a six week run rate to get people to register to it.
00:14:08:02 - 00:14:35:02
Unknown
So there we had to create a landing page for the registration plus email sequences on the backend. Create the right videos. That had the right is to go into it. There was an opt in page, so we had people coming in and we had everyone in the email list. So I would group them into then have them, into a community, the time for a community and then the community so they could get all the, the notification.
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Unknown
It was a very complicated machine. Loved it. It was actually quite fun to put together. Also, especially when you have 100 and 150 people all at once in your zoom call is dancing around together. But every time and doing something like this, the effort and the outcome of those efforts were not quite matching what we had in mind,
00:14:59:01 - 00:15:09:21
Unknown
and everything was based on getting as many people as possible or as possible live for giving them a taste of what they could do with us.
00:15:09:23 - 00:15:30:02
Unknown
But this free event, if you think about it, if you already done something like that, you know what you're doing. You are well. If you're doing webinars is basically a 90 minutes pitch. We didn't do that with the we did like more like workshop styles where we she Alexa were teaching more than selling and only mentioning things at the end.
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Unknown
But the experience of the live was mainly around
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Unknown
Alexa. So its proximity to the the the host, the the coach, the teacher, it's a taste of how they can do the things that they were trying to do with a simple model. So Alexa would introduce her way of teaching
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Unknown
and at the end, a call to action. Right? So instead of doing launches which are very powerful, don't get me wrong, they are, but they're very exhausting as well.
00:16:04:00 - 00:16:14:13
Unknown
We started saying, okay, why don't we create content that does the same job of a webinar just in a longer term? So
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Unknown
for this channel, for example, we started creating content that was about us, content that told the story or how we did the pivot and what we struggled with, how we can help others in a very personal and genuine way, just really trying to building relationship with the watcher.
00:16:33:17 - 00:16:42:07
Unknown
But also imagine how you show up before people. I want you to picture this. Isn't it much easier for you to
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Unknown
start a conversation of something that you absolutely love? Something that you enjoy? Your energy is so contagious that the only thing that you want to do is share. Share from your heart, to share from everything that comes from it inside.
00:16:58:18 - 00:17:15:10
Unknown
And you want to give it out to people and share that energy with others. Rather than thinking, I know I need to do a webinar now, I have to put this and I have to sell. I have to sell. I have to put this into mind because if I don't get a sale, it's going to be the end of it.
00:17:15:12 - 00:17:39:07
Unknown
The energy, as you can see shifts, is shift from, from from the giver and a wanting to that energy to coming back into the taker. I need it, I want it, I have to, because I'm desperate. So the energy that you actually share with the viewer, the reason there is something more than just I have to have it.
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Unknown
I am desperate into. I want to just share what I've gone through and what I have because I love it. I know it's beneficial for you. There is no strings attached. I don't care if you're coming over and enjoying my membership and my one on one, my co-creation, whatever I have available for you,
00:17:58:20 - 00:18:01:07
Unknown
it's just there. It's your choice.
00:18:01:10 - 00:18:08:05
Unknown
I have no no wish for you to just having to have you in my program.
00:18:08:05 - 00:18:24:23
Unknown
It's about setting different standards for yourself as well. You don't you don't want to convince people. I personally don't want to convince anyone. And I if I if I hear someone asking questions like, are you a certified coach or are you, how are you different from other people?
00:18:24:23 - 00:18:34:07
Unknown
Like, I don't think what I have is for you, like, this is the feeling that I want to have so that I can be free to be genuine and authentic in my content and with my clients.
00:18:34:07 - 00:18:59:21
Unknown
The beauty of this different, energetically different type of content. It's also that it basically presales people on you and your method so that when people reach out to you automatically without a funnel, you are already speaking with people that are ready to go. And it's a much different energy. You don't have to hire a setter and a closer because you need to persuade them.
00:18:59:21 - 00:19:17:11
Unknown
They'll report and and do all of the things that your content is already doing. So that for us, was a complete change of life when we didn't have to have all of these launches and just speak from the heart, create videos, be consistent on social media, but about the things that we love and enjoy sharing.
00:19:17:11 - 00:19:39:14
Unknown
Pillar number three it's called we call it impact. It hurt. I don't know why it came out. So the way we created products back in the days was with the usual value ladder model. I'm sure you're familiar with it. Yes, very. The usual bro marketer. Hey, this is exactly how are we going to do it? Which it works.
00:19:39:16 - 00:20:12:12
Unknown
It's fine if you have a big audience. You know, it was actually working very well for us tips. But it just kind of became this spaghetti monster that we could not hold anymore. No, because if you're familiar with the value ladder, you know you have a content that pushes people to a free resource, a free lead magnet. And then then you have a mini course on the thank you page, and then maybe an upsell on the checkout page, and then you have a flagship course maybe.
00:20:12:16 - 00:20:41:20
Unknown
And then that leads to a membership maybe. And then you have a group coaching a higher touch. And then you have a 1 to 1 layer as well. And then you have a mastermind as well. Now if you put it on paper, it looks amazing. The Ascension ladder Ascension model works, but when you actually do it, it feels like at least it felt for us that every time you add a vertical, every every single product is a vertical.
00:20:42:04 - 00:21:04:04
Unknown
It's like it needs to you need to create a mini business beside each vertical, because every course needs its own little funnel, every, every product needs is on delivery. You need to take care of the people. And if you are spread out too thin, too thin about trying to create content and deliver all of the things that you deliver, even if it's all passive.
00:21:04:04 - 00:21:26:07
Unknown
Like when we were doing 30 to 40 K a month, you were doing zero 1 to 1 zero group coaching. You were just everything was prerecorded. Shouldn't that be easy? But it wasn't because we had to feed the monster with more and more, funnel more and more people. Whether if you have a different way, which is something that I want to show you with you in a second, you don't need any of that.
00:21:26:09 - 00:21:30:03
Unknown
And with one offer, you can accomplish way more.
00:21:30:03 - 00:21:37:24
Unknown
Now, a new model that we found was not through an Ascension ladder, or at least not in the same type of ascension.
00:21:37:24 - 00:21:48:14
Unknown
Every time you create a new product in a in a value ladder, it's a completely separate product. So that creates complexity because you need to connect the product somehow.
00:21:48:14 - 00:22:07:08
Unknown
The complexity we created the beginning was insane. I have pictures of my organization. I'm probably going to show it to you like in glimpses of images that just to organize the thing. I don't want to do that anymore. I got to I know, I know how to use Kajabi so well because I had to make sense of the monster.
00:22:07:08 - 00:22:16:10
Unknown
It was all created in Kajabi. It's insane what it can do, but I don't want to deal with that. I just want to do something. Let it let it sit and work by itself.
00:22:16:10 - 00:22:29:16
Unknown
So I think the word of the day is simplification. Simplifying. How do we get rid of the spaghetti Monster and the anxiety that came with it into the simplifying everything into one thing?
00:22:30:01 - 00:22:36:11
Unknown
What I want my offer to be is something that it's easy to deliver for me,
00:22:36:11 - 00:22:39:13
Unknown
that produces monthly recurring revenue,
00:22:39:13 - 00:23:00:15
Unknown
that creates the best stock of results for my clients. And it doesn't take me a long time to deliver and to manage. So how do we do that? Because it sounds amazing. Well, if you if you had a look at your product suite right now and you could pick just one of the products or maybe a combination of the products
00:23:00:15 - 00:23:04:09
Unknown
delivered to the best client you've ever had in your life.
00:23:04:11 - 00:23:06:08
Unknown
What product would that be?
00:23:06:08 - 00:23:24:16
Unknown
Because for me, especially for me, it's not. It's not for everyone. But I really loved 1 to 1 because I don't know, maybe because I'm naturally an introvert. I work better with 1 to 1. I go deeper and I like to go deeper. Some people like to do group coaching. They're more like one to many.
00:23:24:22 - 00:23:52:14
Unknown
So you have to choose you. There's no one thing to do things, but it's more like tapping from our intuition again, like what is my element? And my element to me is 1 to 1 relationships. So I wanted to have a coaching offer that was 1 to 1. But how do I do it? That it's scalable? Great. First of all, it's going to be high tech so that I can have the right resources for me to focus 100% of each of my clients without stretching myself to think
00:23:52:14 - 00:23:58:02
Unknown
and offer as much as I can within my lifestyle, my lifestyle.
00:23:58:02 - 00:24:20:23
Unknown
What is it? We want to travel. We want to spend time with the family. We want to have money to have to. Don't think about money, and I don't want to be chained to my desk all day. Actually, I don't even have a desk anymore. This is a table that we moved for this video. I have a laptop and sometimes I can just run with my phone and and maybe a camera and a light and not even that.
00:24:21:00 - 00:24:23:16
Unknown
That is what I want. So how do we make that happen?
00:24:23:16 - 00:24:32:14
Unknown
This is what we've done. We've done something that we call access. It's an access model, which means that our 1 to 1
00:24:32:14 - 00:24:46:04
Unknown
offer is a 1 to 1 level of access. And if I wanted to create a different product to to scale it, I can remove the 1 to 1 access and give a group access, which means it's only it's the same exact offer.
00:24:46:06 - 00:24:54:21
Unknown
But if I want to have a group to for the same offer, I can just add one more hour in a week and I would serve more people with it.
00:24:54:21 - 00:25:00:05
Unknown
the most important thing that you want to put into place is you.
00:25:00:05 - 00:25:08:09
Unknown
So you're thinking about the business on how it fits in your lifestyle. Is a very first important part of the puzzle,
00:25:08:09 - 00:25:13:16
Unknown
for us, priorities have changed. We put ourselves first to see
00:25:13:16 - 00:25:16:11
Unknown
what we could do and how we could live our life.
00:25:16:17 - 00:25:20:16
Unknown
We we love the business that we had, but it was time to declutter,
00:25:20:16 - 00:25:24:10
Unknown
one of the the questions that we never ask ourselves is,
00:25:24:10 - 00:25:30:01
Unknown
How do I want my life to be? How do I want to live it? How do I see it?
00:25:30:01 - 00:25:44:22
Unknown
How do I picture it? And maybe that that life is just so close to you, just around the corner. The only thing that you need to do is prioritize. You declutter what doesn't fit in your life anymore,
00:25:44:22 - 00:25:48:07
Unknown
getting rid of team members, unfortunately, sorry.
00:25:48:07 - 00:26:18:21
Unknown
Sometimes that happens because it doesn't fit with what we want to do moving forward. It means to get rid of some, or the products that you put together that are draining your energy, the energy that you want to, that you want to give, but you don't have anymore. So thinking about your business or how you can tailor it in order for you to take the energy also from the business and then and being able to give it back and also live your life in the way you want it.
00:26:18:23 - 00:26:25:14
Unknown
That is how you are. We want you to think about your next chapter of your life.
00:26:25:14 - 00:26:48:08
Unknown
Just to give you some perspective, before we were making like something like 20 to $45,000 a month, which on paper was amazing, but we had to we had to, pay the team. We were constantly chained to our desk software, like the house looked like a freaking media agency house.
00:26:48:08 - 00:27:08:17
Unknown
We were like a TV, television studio and yeah, we could we could have the money to travel, but we didn't have the time. That was 90% expenses as well. Right? So now we we transformed everything. We make less money because when you have less traffic, of course, naturally,
00:27:08:17 - 00:27:20:18
Unknown
input is less. Right. But when you, when you make 10 to 20 K a month with 90, 90 plus percent profit, that it's all there is more than before.
00:27:20:24 - 00:27:33:18
Unknown
But you've removed all of the expenses, all the stress. And to me, I prefer that a million times. But also knowing that this system is scalable in a nice way because the model is different. So now every day
00:27:33:18 - 00:27:36:07
Unknown
what I wake up in the morning
00:27:36:07 - 00:27:47:09
Unknown
thinking about myself first, probably go to the gym, we have coffee in the morning, we discuss about things, maybe we read, we go out to beautiful day, we go out, then we take care of our clients
00:27:47:09 - 00:27:49:24
Unknown
with Voxer or with zoom.
00:27:50:02 - 00:28:12:14
Unknown
We really enjoy the sessions and everything that comes out from the session. Sometimes gives, gives me, gives us ideas for new videos that we want to share. Because guess what? Your clients will give you ideas about what to speak about in your videos, in your podcast, in your blogs, and whatever social media you're doing because it's in line with the same type of people that you want to attract.
00:28:12:16 - 00:28:38:14
Unknown
I don't want to speak to beginners, for example, so I need to know what the language of the dream clients that I want to attract is, and then create more and more content around that. The more I define it, the more people are attracted to what we are saying because we speak their language, and it's a spinning wheel that keeps on going without us having to kill ourselves to make a great living serving others.
00:28:38:14 - 00:28:55:19
Unknown
I created this brand because I was behind the scenes of our first business for so long that I wanted to share what I learned, but now I wanted to share it in a way that made sense for the journey that we've had. And I want to share as well with me, because she's my emotional compass.
00:28:55:21 - 00:29:20:17
Unknown
You might have noticed that she's she's my energy, my magnifying lens. So I know that when I need to tap into my intuition and I, I'm very good with structure and remove complexity and simplifying it. So this is this is why we work really well together. And our passion is to. Or it's always been helping others in the ballet world.
00:29:20:17 - 00:29:51:01
Unknown
You want it to help your younger self. When I started this channel I wanted to help people making money if they were not. But now I really want to help other creators like us, the doers, the people that are trying to help others. They are grinding it out. They're making money, but they need to regain the control of their life in a way that feels good, in a way that they can still do what they love, but profitably, sustainably, and having fun as well.
00:29:51:02 - 00:29:53:12
Unknown
Because why not? Why can't we have both?
00:29:53:12 - 00:30:05:13
Unknown
at the moment we have a co-creation program where we only accept people 1 to 1 for a minimum of four months. If you want to know how we can do all of this process together, just follow the link in the description below.
00:30:05:13 - 00:30:14:03
Unknown
There is more detail there and an application for if you feel like you resonate with everything we said, it would be amazing to have a chat and see where we are.
00:30:14:03 - 00:30:27:17
Unknown
let this energy, like the very first time that you've created your business shine through. Remember what you need to do right now to find that energy again. It's actually closer than you think.
00:30:27:17 - 00:30:39:22
Unknown
And whenever you're ready to jump on a co-creation with us of this new chapter of your life, you know where we are. And we look forward to to see you very soon, to.
00:30:39:22 - 00:31:03:13
Unknown
And I
00:42:32:13 - 00:43:24:05
Unknown
And I
00:47:08:23 - 00:47:37:04
Unknown
And I
