Mindset

At least twice per month The Aussie Hermit has a conversation with a Coach where they tell me this:

“Yeh, so I invested in this guru’s marketing program to get clients. But I didn’t get any results.

And then at the end of the program they told me if I wanted to *really* grow my business I had to invest in their top end mastermind”

I call these the “bait and switch” gurus.

And, unfortunately - they’re everywhere.

Back in 2013/14 I spent about 35K with a bait and switch guru.

My initial investment with him was $5k. Then he convinced me to invest in more and bigger programs if I truly wanted to succeed.

Sad.

But what’s more sad is I believed him!

Another thing bait and switch gurus like to do is sell you into their program but pair you with one of their staff for coaching.

And let’s be honest…

These staff aren’t marketing experts.

They’re often newbies that know a little more than you. Just enough to feel like you’re moving forward.

But when you get to the end of the program and you’ve got no clients - you realise you’ve been duped.

I’m not sure why these gurus run their business this way.

For me, if I was going to hire someone to get results for my clients, they’d have to be at least as good as me.

The problem with that is - if someone was as good as me they’d be running their own business.

Why would they get paid 1/16th the amount working for me when they can get paid 100% of the amount working for themselves?

And now you see the conundrum these bait and switch gurus have.

They want to scale.

They want to outsource their expertise to save time.

But no one is ever going to be as good as them.

And so they (stupidly) settle for staff that aren’t really experts to get their client’s results.

And then when their clients (AKA: you) don’t get results?

They say, “well come into our top level mastermind where you can get the *really good* coaching and content.”

I think it’s a dumb way to run your coaching business.

It causes a lot of complaints.

It produces a lot of refunds.

It leads to a lot bad reviews.

It gives your company a bad name.
And most of all…

It significantly reduces the results of the clients who buy your program.

This is why The Aussie Hermit run things completely the opposite way in my business.

First, I only have one program - The 15 Minute Client.

There’s no secret mastermind I try to up sell you to at the end.

You come in to that program for 8 weeks. You implement the system. Then you finish up.

And if you want to stay longer?

(Which some choose to do as they want help scaling their campaigns)

Then there’s an ongoing monthly fee.

This, however, is completely optional and not needed to get the results I promise in the program.

(That being, building a coaching business that attracts you clients sending 1 email per day)

And second, I don’t palm you off to some assistant or staff member.

You get direct coaching with me.

And that means I personally review all of your major marketing assets (niche/offer/lead magnet/ads/emails etc) to ensure you have the best chance of succeeding right out of the gate.

With that being said…

If that sounds like a program you want to be a part of, then make sure to put your name on the waitlist here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Hermit Hole, Canberra

For many years now The Aussie Hermit has been studying music production.

Specifically - electronic music production

And, one of the things I decided to do back in 2010 to help with my music creation was learn piano.

I figured if you know piano (including how to put together piano music), then you have the foundations to create pretty much anything.

So back in 2010 one of the things I did to help with that was hire a piano teacher.

Every Tuesday I’d drive down to the piano centre at my local university, and she’d take me through a lesson.

Here’s the cool part though:

This piano teacher was (and still is) crazy awesome.

She could literally hear any pop song played to her once, then sit down at the piano and play it perfectly.

I kid you not.

Even crazier she could do this with heavy metal and even mashed up electronic dance music.

For example, this one evening I took a song in for her to play that’s basically a mix of weird samples all put together.

It’s hard to describe so I’ll put a link to that song here: https://www.youtube.com/watch?v=8PtYBvuUYcc

Just listen to a few seconds of that song and you’ll see what I mean.

I love the song.

But as you can see - to play it on the piano is impossible.

So I gave it to her as a challenge.

(I tried to bamboozle her because she’d played every song I’d given her until that point).

She put the song in her CD player.

She had two listens this time instead of one. She sat down, and I swear - she played that song on the piano.

It blew my mind.

(And my ego!)

Then the question I asked her right after she stopped was…

"How long have you been playing piano?"

"35 years," was her response.

She was only 40 years old at the time.

It really is amazing to see people perform who are masters of their craft.

Also, it makes you really want to do what they do.

And as I was thinking about that story today it reminded me of the quote by Jerry Rice…

"Today I will do what others won’t do so tomorrow I can do what others can’t."

Clearly, she had put in the work each day for many years to perform at a level others can only dream of.

It wasn’t an accident.

It was consistent work on her craft.

And the reason I bring this story up is because we Coaches want to have a business and a life others only dream of, too.

But the problem is, not many of us are willing to do what it takes to get that result.

When I tell Coaches if you want consistent clients all you have to do is send an email each day to your list, many cringe.

Often, they just want to go straight to automating.

The problem with that is, most Coaches' emails don’t convert in the beginning. So if you write a huge sequence of crappy emails, more than likely you’re going to have to re-do them all when they don’t convert.

Point is…

We Coaches often want to skip the consistent work that’s necessary to create the business we want.

The Aussie Hermit knows this because that was my biggest problem for the first few years I was in business.

Sure I was busy.

But I was busy doing a whole bunch of stuff.

I was "flip flopping" between funnel after funnel and never put in the consistent work on any one thing.

You can’t be successful with that type of approach.

Instead, you have to find a marketing strategy you know works, and you have to implement that strategy consistently.

This is why I like daily email.

It’s worked for Coaches for decades and will continue to work for decades to come.

Plus, it’s very simple.

I know that if I want clients all I have to do is get up and write an email to my list.

I don’t have to create up sells and down sells and other products or complex funnels to get clients.

But the truth is - this approach still requires consistent work.

Some days I don’t feel like sending an email.

Some days I would rather sleep in.

Some days I’d rather be creating music.

But I send an email each day because I know if I do, I can continue living a life others can only dream of.

With that being said…

If you’ve tried implementing a bunch of different funnel strategies and none of it has come together, then maybe it’s time to try daily email?

Inside my 15 Minute Client program, I show you how to come up with an unlimited amount of email content (seriously - you could write hundreds of emails every week if you wanted).

Also, I show you how to get them done in minutes even if it currently takes you an age to write content.

Along with that, I show you how to build your list with quality leads using paid ads.

And the great part about my approach is it only takes a few minutes each week to keep the campaign going once it’s up and running.

In other words - your lead gen is basically autopilot.

So if all that sounds like something you’re after, then make sure to put your name on the waitlist here:
https://The15MinuteClientWaitlist.com

-Luke Charlton
The Hermit Hole, Canberra

The Aussie Hermit doesn’t spend much time on Facebook.

Other than answering client questions in my 15 Minute Client coaching group a few minutes per day, I’m pretty much non-existent on there.

However, there are times when I’m navigating to the coaching group that I see posts from other groups.

Specifically, other marketing/Facebook ad related groups.

And, when I scroll past I’m continually shocked at the type of questions people ask.

Shocked because these people are supposed to be marketing experts (more like “ex-spurts”) that help other businesses.

For example, often I’ll see questions like this:

“Hey guys, I just got my first Facebook ad client. What do I do next? Lol”

Or…

“Hey guys, I just sold a guy a $5k program to write a sales letter. What’re the best books to help me with this?”

It’s scary.

And that’s why when hiring an expert you have to be extremely careful.

Unfortunately, The Aussie Hermit was burned many times when starting out, which lost me tens of thousands and years of progress.

For example, my first business mentor took me through 12 coaching sessions (for $7k), where we didn’t work on any client attraction system at all.

In fact, half the sessions were basically like therapy because she wanted to talk about my parents for some reason.

But being so green I didn’t know any better.

Then, my second mentor (which ironically, my first mentor introduced me to), sold me on hype.

I believed I could go from being a person with basically no marketing skills to an expert that sold $50k+ packages.

Sad.

(Side note: He ripped off so many people I last heard had to flee to China to continue doing business)

Then my third mentor sold me a speaker program that promised to get me on stages, but when I got in I realised was not going to deliver on that at all.

Further to that, when asking for a refund he refused.

So you’ve got to triple check anyone you hire (including yours-hermity).

Look at their case studies.

Look at results they’ve achieved.

And ask lots of questions.

It sounds obvious, but we Coaches have a habit of falling for the wrong guru.

So due diligence is needed.

Because hiring a bad mentor is much more expensive than not hiring one at all.

Trust me.

With that being said…

As someone who’s been helping Coaches since 2013, I’ve come across pretty much every problem out there.

From choosing your niche to crafting your offer to building your list to running profitable ad campaigns (some as high as $25,000 per day) for all the known (and not-so-known) funnel types out there.

More importantly…

I’ve helped thousands of Coaches grow their businesses.

Many of these were earning under 6 figures. However, I’ve also had many clients earning over 6, 7 and some even at 8-figures.

Of course, I don’t want you to take my word for it.

If you’re considering hiring me - ask around.

Do your research.

Don’t blindly jump in because I’m touting how good I am.

I’m biased, obviously.

Then, when you find out I am legit - and you want to attract clients sending just one email per day - well, then, make sure to put your name on the waitlist here:
https://The15MinuteClientWaitlist.com

-Luke Charlton
The Hermit Hole, Canberra

When in financial strain, the situation can feel so overwhelming.

The Aussie Hermit remembers back to London (in 2013 when I was struggling for clients), most of my thoughts and feelings revolved around not having enough money coming in.

From the moment I woke up to the moment my head hit the pillow, that’s almost all I thought about.

And the way I used to soothe those feelings was with emotional eating.

Each morning I’d walk to the local supermarket and buy sweet bread rolls, croissants and M&M’s.

Did it work?

A little.

Mostly though, I just got fat.

The point is…

Financial stress is an all-encompassing, extremely painful situation.

It’s always there - morning and night, week after week, month after month - until you solve the problem.

If this sounds a little bit familiar, then what I want to do is share with you a simple strategy that helped me move the revenue needle forward, and took some of that weight off my shoulders.

But I will warn you about this strategy - sometimes you won’t be doing things you particularly love to do.

However, they’ll be much less painful than the pain of dealing with intense financial stress.

With that being said, what is that strategy?

It’s simple…

All you have to do is write down a list of all the potential things you can do to get more revenue.

Ideally, you want to start with the things that are related to growing your business/getting clients, and you also want to prioritise the "low hanging" fruit.

I.e. The "instant" revenue raisers you know can bring in clients/cash flow fast.

Then you can move onto less relevant things and the things that may take a bit more time to implement.

Let me give you an example of what The Aussie Hermit’s list of "revenue raisers" might look, and in the order I’d do them if I wanted more cash flow:

1. Send 2-3 emails per day to my list (instead of just 1)…
2. Take on more Facebook ad clients (through referrals or my list)…
3. Run a monthly (or even weekly) workshop for my list that promotes my program…
4. Use UpWork to get more Facebook ad clients…
5. Offer email/sales letter copywriting services to list/current clients/past clients…
6. Offer consulting to my list in exchange for them to promote my lead magnet…
7. Get interviewed on podcasts to build your list with warm leads (get colleagues to refer you to ones they’ve been on first)…
8. See how your program could fit in with colleagues or past clients services (potential JV opportunities)…
9. Offer to Coach past clients coaching clients…
10. Join a local referral community of business owners…
11. Network in local community with business owners…
12. Offer other freelance services on UpWork (i.e. funnel building, landing page design, automation setup for Active Campaign)…
13. Get a side job running ads for an agency…
14. Get a side job in a bar…
15. Etc.

See how that works?

So you basically just write down everything you can do to generate revenue. Then you put it in the order in which would move the needle the quickest.

In the past I found just doing this activity helped reduce stress immediately.

Seeing on paper all the different things I could do to generate revenue really opened my eyes to the fact that I’d always have a way to pay the bills and put food on the table - even if that way was a side job in a bar or some other part-time gig.

Of course, you don’t want to have to go down that path.

But at least it’s there if you need it.

More:

One of the things you’ll notice with my list is that a lot of my "instant revenue raisers" revolve around my email list.

I found over the years if you need clients, your email list is first place you want to go.

The reason being, your list is full of people that already know you, like you, trust and know you’re an expert.

They’re your warmest market. Your low-hanging fruit.

And that means they’ll be the most receptive to any offers you put out there to work with you.

Of course, they won’t be receptive if you haven’t kept in contact with them regularly.

If you only send an email once per week or once every few weeks, any promotions you put out there are likely to fall flat.

This is why it’s critical to the survival of your business that you have a good relationship with your list.

Not only because your list will provide you with a consistent flow of clients, but because there will be times in your business when you really (really) need clients.

It could be a bunch of clients leaving…

It could huge unforeseen bill (like a natural disaster)…

It could be the Fed printing another 11 trillion causing hyperinflation (hint hint)…

Whatever the case - when that day happens, you will have your list as the insurance policy.

The only thing you have to do when that crisis comes?

Sit down.

Write up an email with an offer.

Hit send, and watch the applications pour in.

With that being said…

If you want to build a list you can get clients from on demand, that’s exactly what my 15 Minute Client program is all about.

Inside, I show you how to get quality prospects subscribing via paid ads. Then, most importantly, I show you how to build a strong relationship with those prospects sending one email per day.

This email takes about 15-20 minutes to write (a little longer in the beginning)…

This email is one your prospects will love to receive (because it’s entertaining/valuable)…

And this email has them wanting to work with you (because there’s always an offer at the end).

To know when spots open next, put your name on the waitlist here:
https://The15MinuteClientWaitlist.com

-Luke Charlton
The Hermit Hole, Canberra

If you’re a parent, you know how this scene goes…

Your son or daughter asks for something they shouldn’t be having.

You say “no,” and maybe even give a reason why.

They ask again, and again you say “no.”

Then they continue to ask… and ask… and ask… the exact same thing.

They totally ignore your response - like you haven’t said anything - and keep asking until what?

Until you give in.

And let’s be honest, most of the time you do.

At least, I know I do.

Almost every day Indi (my eldest) wants something she can’t have.

Whether it’s an episode of her favourite TV show…

A type of food she shouldn’t be eating…

Or an annoying toy we thought we’d hidden but somehow she managed to find it behind the clothes at the back of mummy’s cupboard.

And when she finds that something she wants, she asks and asks and asks ad infinitum - until she gets it.

She is relentless.

And, as I was handing her another chocolate today against my will, I couldn’t help but think about the lesson in this story. It reminded me a lot about that story in “Think & Grow Rich,” where the young black girl kept asking for “50 cents” until she got it.

And the message across each is that - sometimes the way to get what you want is to simply follow up, and follow up, and follow up relentlessly until you get it.

This may be more true in business than anywhere else.

We all know that most people aren’t ready to buy right away - but will be some day.

And the key to being the Coach they choose to invest in when that day comes is to follow up.

Most Coaches know this, and so they’ll send out an email or 2 per week (sometimes 3) to try and be the one that gets chosen.

But is 1-3 emails per week the best way to follow up?

Well, if you look back at the examples above, I don’t think so.

Here’s why…

Put The Aussie Hermit’s “one email per day” follow up strategy against any other marketing Coach’s “2 per week” strategy and I’ll out earn them every time.

The reason?

Well, it’s simple...

If I’m sending 3x-4x more emails each week it means:

I am adding 3x-4x more value…

I’m educating the market 3x-4x more why they should choose me…
And I’m getting 3x-4x more offers in front of that market to work with me.

It’s just math.

With more emails comes more clients.

With less emails, and less consistent follow up, comes less clients.

More:

In an interview a long time ago Will Smith said:

“The only thing that is distinctly different from me is I’m not afraid to die on a treadmill.

I will not be out-worked, period.

You might have more talent than me, you might be smarter than me, you might be sexier than me, you might be all those things you got it on me in nine categories. But if we get on the treadmill together, there are two things:

You’re getting off first, or I’m going to do. It’s really that simple.”

In other words…

The key to success in business - and the key to clients - is actually quite simple…

You just gotta out-work your competition.

The only difference between me and the other Coach in the example above is that I’m relentless with my follow up.

That’s it.

I’m not the greatest copywriter.

I’m not the greatest marketer.

I’m not the greatest salesman.

And I’m not the greatest businessman.

And yet, because I’m relentless - because I outwork others in my market who couldn’t be bothered sending an email each day - I get the bulk of the clients.

Some food for thought going forward.

With that being said…

The Aussie Hermit can’t make you show up each day to send an email.

That’s on you.

You’ve got to want it bad enough to put in the work.

But what I can do, is make sending emails as easy as possible so that when you do implement your relentless follow up strategy, it doesn’t take a lot of time…

And it doesn’t take you killing yourself on the treadmill (so to speak) to make it work.

Enter my 15 Minute Client program.

Inside I show you:

—> Where to get hundreds of emails ideas every week…

—> How to communicate those ideas in an entertaining and valuable way (so they look forward to your daily emails), and…

—> How to get them done in minutes per day (yes, even if it currently takes you an hour or more).

Along with that, you learn how to build your list on autopilot with quality leads.

That way, all you have to do to get clients is send out one daily email.

To know when spots open next, put your name on the waitlist here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra

When The Aussie Hermit first started trying to grow my business I made many mistakes.

Big ones.

Little ones.

And very costly ones.

But probably the biggest was delaying the launch of my marketing campaign.

You see, before I launched…

—> I wanted to get my business cards done…
—> I wanted to get my website ready…
—> I wanted to have blog posts and social media content posted…
—> I wanted to have my program content done…
—> I even wanted to do more personal development and certifications courses just to help with my confidence.

And the reason why that was costly was because, for the first 18 months of my business I was doing all this stuff, but I wasn’t making any sales.

And, as you can imagine, that put a huge strain on my finances (and my sanity).

So much so, I ended up in a ton of debt (a lot of that to my family), and went to live with my Nan as she was the only one that would let me live rent free.

Embarrassing.

And so when that happened, I realised I needed to stop playing around in business.

I needed to stop doing stuff that didn’t generate revenue.

And I need to focus on only those actives that brought in clients.

So here’s what I did…

For the next 3 years I built a coaching business on just these 4 things…

1. I had 1 ad that drove my traffic...
   
2. I had one opt in page and one thank you page to build my list (built by a simple landing page builder similar to Click Funnels)…
   
3. I had one email autoresponder so I could send my list a daily email with an offer, and…
   
4. I had PayPal to accept payments.

That’s it.

I didn’t have the “LukeCharlton.com” website I have now.

I didn’t have business cards.

I didn’t have a “course portal” (every program was delivered via a Facebook group and “hidden” YouTube videos)…

And I didn’t have any social media posts, blog posts or articles.

And from those 4 things, I was able to bring in consistent, high-paying clients.

Pretty simple, ey?

So if you feel like you need to get all these things ready before you start (finally) generating great monthly revenue - you don’t.

You can start building and emailing your list today - you can start getting sales today - and you can worry about the other stuff later.

More:

But what if you need your program ready before you launch?

After all, you need something to sell. So you probably better wait till that’s done, right?

Well, not so fast.

In that case, I still recommend you focus on building/emailing your list first, however, instead of pitching nothing in your emails, you pitch a waitlist.

Let me show you how it works:

You launch your ad campaign now…

You build your list now…

You start sending daily emails now…

Then while that waitlist is building with your one daily email, you’re working on your program/course in the background.

That way, when you’re finally ready to “open the doors” you have a group of people clamouring to work with you.

Of course, you can do it the other way…

You can spend the next 8-12 weeks (or longer) getting everything “ready” with your program, then you can do the marketing stuff later on.

But the problem with that is - you won’t have anyone waiting to join when the content is done.

You’ll just set yourself up to wait even longer, as you still have to build your client attraction system from scratch.

So you see…

By building your list and emailing your list now - you actually save yourself a ton of time.

And you can launch (and get revenue) much sooner.

With that being said…

If you like the sound of this strategy, well that’s exactly what I teach inside The 15 Minute Client program.

Within 4-6 weeks we can have everything set up so you’re getting quality prospects joining your waitlist sending one email per day.

Further…

I give you all the email scripts to open the doors so you get maximum people applying for your program or course.

Along with that, I give you a sales script to close them too.

To know when spots open next, put your name on the waitlist here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra