Graham Cochrane (00:12.91)
If you're trying to grow your business by getting more clients, more leads, or more followers, I want you to flip your thinking. The fastest way to double your revenue is usually to work with fewer people, not more. And the way you do that is by becoming a premium operator. Let me show you today three things that premium businesses do that almost nobody else is willing to do.
Graham Cochrane (01:05.954)
Now I've taught this before, but there's primarily five levers we can pull as a business owner to raise our income and to get more money in the bank account. And most business owners, especially newer business owners or non-mature business owners is the first lever, which is get more leads. In fact, that's the one that gets the most attention. And it's the one that allows a lot of people to make a lot of money selling to people like you and me how to get more leads.
we can run ads for you. I can get you to go viral on Instagram or TikTok. I can blow up your YouTube channel. I can get you in front of these people, these people. More leads, more leads. And I'm again, I'm not opposed to more leads in concept, but it actually becomes problematic. But what blows me away is that most people don't move past that. They just focus all day every day. And how can I get more leads? And there are so many other things downstream that are easier to do.
have way more leveraged results and actually are way more important to get more leads. In fact, you don't want a lot of leads if they're flowing into a broken business that's not optimized. So what I wanna talk about today is how can we move away from thinking like a newbie business owner that just tries to get more leads all the time and instead think about a premium provider. Because if your goal is, if you say Graham,
I wanna double my income. Like don't know what you're making. Let's say you're making $5,000 a month, you wanna go to 10. You're doing 10 consistently a month, you wanna go to 20. You're doing 15, you wanna go to 30. Let's say you wanna play double whatever you're doing. The last thing you wanna do is get more leads. What I wanna show with you today are two of the other five dials that you can turn. And then number three, what I wanna teach you is not a dial, but it is a...
way of being a strategy, a stance that you take that actually makes people want to throw money at you and it's not what you think is gonna happen. So stick around for number three. So number one, and I will say this till I'm blue in my face, but the number one fastest way to double your.
Graham Cochrane (03:27.864)
And before we get into those strategies, here's why getting more leads is problematic. You create more headache for yourself. If you are making what you're making right now with the number of clients you're working with, imagine doubling your clientele. Let's say, best case, I could double your clientele tonight. And now you're making double the amount of money. Are you doing double the amount of work? Some of you would say yes, because you're doing one-on-one coaching or you have a service.
So now you have more money, yay, but less life and less time. Unless you have a system or a team that can fulfill your offer without you being around, more clients actually doesn't help you. On the surface, it makes you more money, but I work with people every single day that make good money but are dying on the vine on the inside. That's not a strategy for winning in life. You want money and margin, okay? So you have less time if you double your clients. So you don't want more clients because it's gonna take up more time.
Two, you don't want more headache. Think about how much headache you have right now, how much customer service you have right now. Even if all your clients are wonderful, and I hope that they are, just think about how much onboarding, processing, fulfillment, back and forth support that's needed in this moment. Imagine doubling that. Is that really what you want? I don't want that for you, I don't want that for me. So the question is, Graham, how can we get twice as much income coming in without having to add more clients?
I'll do you one better. What if we could get twice as much income with half the clients we're already working with right now? What if I could wave a magic wand and take you from whatever you're doing per month doubling that and cutting your number of work hours in half? Would you like that? Now we're onto something. Now you're starting to think like a real CEO. You're trying to think not just in dollars, you're thinking in the currency of dollars, yes, time, yes, energy, yes.
We want lots of all three, lots of dollars, lots of time, lots of energy. So let's talk about three ways to do that. Number one, most important starting place, not just because it works tactically, but because it changes your identity, is to charge premium prices. I don't know how else to tell you this, but premium pricing is the path. And before you get upset, premium pricing isn't about greed. It's not.
Graham Cochrane (05:52.823)
It's about alignment.
Do you want to be aligned with tire kickers? Do you want your business to be aligned with cheap buyers, freebie seekers, low ticket buyers, complainers, refund request people? Do you want to be aligned with those people? Or do you want your brand to be aligned with committed, serious?
Hard-working people that are ready to do whatever you say because they really want the result respectful kind people now I'm not saying the people that don't spend a lot of money aren't respectful and kind and the people that spend a lot of money are I'm saying when someone has to be invested financially to work with you they've thought about it long enough and hard enough to know that they are serious and They are committed themselves because the investment isn't really into you as their coach the investment is to themselves You see I charge high fees
Not for me. No, my high fees are for you, my clients. When you pay me $25,000, $55,000, $100,000, $250,000, you go to another level. Like you've thought about, man, am I really doing this with Graham? Do I really believe in myself and my business? This is getting you to a place where you are fully committed so that when you enter into my world, you are actually gonna get results. I know you are gonna get results.
my clients get results because the fee has elevated their identity. So your premium fee aligns you with premium buyers, people who have viewed themselves as ready and committed and worthy to dive into this. They're at a place in their journey. This isn't about how much money they have, because people will find the money no matter what their income level is, if your offer is good enough. It's not about how much money they have in their bank account. No, it's about where they are.
Graham Cochrane (07:48.992)
in their own journey of transformation. How serious are they? Do you want people who are curious about the transformation you offer or serious? The way to align yourself with serious people is to raise your prices. You will not attract serious people with low prices. They will look somewhere else. I promise you that.
The second reason pricing that's premium is about alignment is because it's aligning you with who you actually wanna show up as. The moment you raise your fee is the moment you raise your expectation for yourself and your self perception. Your brand perception, your own perception of your own brand goes up the moment you raise your fee. Now, it's kinda scary at first, don't get me wrong.
When I went from selling $500 courses to $5,000 programs to $50,000 programs, my fear factor was there. But what's amazing is right behind the fear is this confidence. Your shoulders go down, your chest comes out a little bit more. You start to think, wait a second, I'm a $10,000 coach. I'm not a $100 coach. I'm a $10,000 coach. That's a big deal. And when you can say those prices confidently out loud,
you start to view yourself differently. And I don't know how else to say it, but the energy shifts in the room and people feel it. People feel it. Now, low prices are a signal and high prices are a signal. Low prices attract transactional buyers. High prices attract committed buyers. Transactional buyers require more energy and more energy that you have to spend equals less leverage. High purchasing buyers,
High priced buyers require less energy. They actually complain less, they demand less, they actually are grateful for more things and so your energy goes at an all time high. This is what's crazy is when you charge more, income goes up, obviously, but energy goes up because you're working with higher people, more committed people, less draining people. So if you're undercharging, you don't just make less.
Graham Cochrane (10:03.49)
you attract the wrong kind of client. I want that to sink in. You're attracting the wrong kind of client. So raise your prices, it changes the signal, you will attract totally different people. And if you don't think they're out there, you just haven't been interacting with them at all. They are there, they are just moving right past you to someone else who's raising the signal of saying, I have high prices, I'm a premium provider. Because again, the higher the price,
it signals to the buyer more confidence, this person is serious, this person can get me results. The lower the price, it's not actually attractive to premium buyers, because they have less confidence you can deliver. Does this make sense? So, the number one way to double your revenue while cutting your work hours in half and working with fewer clients is to raise your prices. And the math is pretty simple. Let's say you're charging $1,000 per coaching client for whatever your container is. You do three months, you do six months, I don't know. Let's just use simple math. You're charging $1,000.
and you're busting your butt to get five clients a month, that's $5,000 a month. The moment you stop being a $1,000 coach and become a $10,000 coach,
Even if you drop your clientele by 80%, so instead of landing five people, you're only able to land one. Well, look what happens. You double your revenue from 5,000 to 10,000 and you free up four fifths of your time. You have 80 % less support, 80 % fewer headaches, 80 % more energy because now you're only working with one person instead of five. This is not only
a good math example that's cute and easy and round numbers, this is like the most realistic thing for you. This is likely what's gonna happen. And how much easier is it to get one client a month than five? And the irony is you probably will still be able to attract five people at $10,000, which would be $50,000 a month. Even if you had to do the same amount of work, but you 10x'd your income from 5,000 to 50, and the quality of those people was higher that they complained less and your energy went up,
Graham Cochrane (12:13.08)
How about that? Still the same amount of time, but more income, more energy. I'm just saying, things change when you play at a different price level. So, charge premium prices. Second way to double your revenue while working with fewer clients is to use outcome-oriented messaging. Okay, let's talk about this. Premium buyers don't buy information, they buy outcomes. Premium buyers don't buy
The stuff you wanna sell, they buy outcomes. So stop saying you offer 12 coaching calls. Stop saying you get a bunch of modules in this course. Stop saying you're gonna get access to me. They're not buying coaching calls. They're not buying video modules. They're not buying access to you. They are buying outcomes. So outcomes I sell are $100,000 a month. That's what I sell. I help my clients get to $100,000 a month.
working 20 hours a week or less. Do you know how I do that? Is it a coaching program? Is it a red pill? Is it like you do this little dance and it happens? Is it I send you a workbook and you read it? You have no idea. Does it really matter if I can get you to $100,000 a month working 20 hours a week or less? Are you interested in that or not? For you, that's going to be an appealing message. I assume if you're watching this, listening to this. So the question is what outcome
do you offer that's appealing to your people? And that should be the messaging all throughout your stuff. On your landing pages, in your YouTube videos, in your podcast, in your book, don't sell the stuff, sell the outcome. So your messaging matters. If we go back to the five ways you can grow your business, one of them getting more leads that everyone wants to go to, another one being increase your prices, which nobody seems to want to, we talked about increasing your prices, then another one is increase your conversion rate, meaning,
If you're in front of 100 people and you're normally converting five of them, what if we could get our messaging better so out of those 100 people, we convert 50 of them instead of five of them. That's what we're talking about here is your messaging. And so many people's messaging is about the stuff and not the transformation they get. It's about what's inside the program. It's not about what's outside for them when they get the outcome they want. It's about what you want to sell them and what they get tangibly and not about who they become.
Graham Cochrane (14:39.064)
Does this make sense? So, your messaging shouldn't describe what you do as a coach. Stop talking about what you do, because that's what everyone else sounds like. Start describing who your people become. So, for example, if I'm on an airplane, and this is the airplane test, you're sitting next to somebody on an airplane, and they say, what do you do? Don't say what you do.
I'm a business coach or I am a sleep coach for babies or I'm a fitness coach or don't say what you do. Say who you help your people become.
So, if you sit next to me on an airplane and you don't know who I am, you say, hey, what do you do? I would tell you, I help business owners get to $100,000 a month working 20 hours a week or less so they can love their life. another way to say it is, I help business owners build high income, low maintenance businesses and lives. I help my business owner clients become effortless entrepreneurs.
I help business owners create effortless businesses. Those are all who they become, what they get as an outcome from working with me, not what I actually do. Because if you explain it that way, people will go, wow, how do you do that? Then that's the follow-up question of, well, I do it through coaching, or I do it through speaking, or I do it through my books, or I'm a podcaster. Again, those are modalities to get the outcome for your clients. Does this make sense?
You want to look at your messaging. Just look at your Instagram bio right now, or your TikTok bio, or wherever you have a little social media bio. What does it say right now?
Graham Cochrane (16:29.394)
I am a blah blah blah coach. I am certified in this. I love rainbows and unicorns and you know like what does it say? Like that's what people think about you. If you could change the language in your Instagram bio to I help these types of people achieve this outcome or become this person. Now that's way more powerful. Messaging matters. You do not have to be a copywriting expert. You just have to stop
regurgitating what everyone else is saying, what you're hearing, and start thinking about what is the outcome I give people and have outcome-oriented messaging. I'm telling you, when you change the messaging, two things happen. One, everyone that's a good fit pays attention to you, which is really important, because if you get more leads in front of you, if I can get you 1,000 people a day looking at your Instagram, but it talks about what you like to do and...
that you're a transformational coach, which means nothing by the way, no offense if you are a transformational coach. Yes, we're all in transformation, but what do you do? Who do you help? What do they get? Who do they become? If I give you a thousand new people to look at that, that's not gonna grow your business. That's why leads aren't the problem. The problem, leads are only effective if your messaging is outcome oriented and if your pricing is premium. So you gotta get those two things right. Is this making sense?
Okay, now let me share with you one last idea that I think you're just gonna, your brain's gonna hurt and this one is hard for a lot of my clients. But lean in. If you wanna double your business, you wanna work with fewer people, even if you wanna work with the same number of people, make it harder to work with you. Okay, when I was getting into online business 16 years ago,
The common thought then, the school of thought was make it easy for people to say yes to you, make it easy for people to whip out their credit card and buy from you, remove and reduce friction. So that's what I did and it made sense. But it makes sense if you wanna be a certain type of business. It does not make sense if you wanna attract premium customers and you wanna skyrocket your business while working less. Premium brands don't actually remove friction.
Graham Cochrane (18:53.516)
They use friction strategically. So here are some examples of friction. And before we get into the examples, let's just think about this in real life. When you were in middle school, you're a kid and you're a guy and you like this girl across the classroom. If you constantly went up to her and asked her out and talked to her and, you go out with me, will you go out with me, will you go out with me? Does that make you attractive to her? No, you seem a little desperate.
In fact, you seem a little needy and needy is creepy. But the moment she looks at you, you look away, you go hang out with your friends, don't show her any interest. She starts to come up to you, hey, I'm so and so. she's interested all of a sudden because you've walked away. You've not acted needy. People aren't attracted to needy because needy is creepy. They are attracted to confidence and confidence isn't needy.
And so this is a silly little thing that happened in middle school when you were trying to get a date. It's the same thing in business. The business owners that are saying, buy my thing, buy my thing, please buy my thing, smell like commission breath. Like you could just tell that you want to buy something or I want to sell you something, right? You can just tell that and that's not attractive. What's attractive is someone that you get the sense from.
interacting with them, whether it's in a webinar, on a sales page, on an actual sales call, in a YouTube video, that they don't need you, you need them. Like, I'm gonna be straight up and tell you something, and this is not out of arrogance, but I don't need your money. I don't know if you've ever thought about that. I don't need your money. But you need my help. Now you don't have to hire me. You can listen to this episode, watch this episode, that's great, I hope it serves you.
But I know that you need me way more than I need your money. And so I don't act needy. I'm not begging you to buy my thing. I don't need you to buy my thing. If you want to buy my thing, cool. It will help you get you to 50k to 100k a month working 20 hours a week or less. But you don't have to. I'm asleep fine either way. This is what you want to embody in your core with your stuff. Now this might feel awkward at first.
Graham Cochrane (21:16.366)
And so once you start to embody this, I don't need them, they need me, then what you can start to do is create some friction that communicates that in a subtle way. One way is applications. So do not make it easy for people to buy coaching from you. Don't make it easy. If they want to work with you, they have to apply. Why? Well, because now they're hoping they get approved. They're hoping their application is good.
Think about when you want to get a loan from a bank. Let's say you want to buy a house and you want to get a mortgage. There's literally an application and an approval process. Now, they make you think that it's to find out if you're really credit worthy and if you're going to pay it back. They don't care. They literally don't care. They do this to make you want the loan more. They do this, they create friction.
They really just wanna sell this loan to you all day long because they make money the moment you buy a house. They don't need you to pay back the loan because they're gonna get money on the transaction immediately. They're gonna front load the interest if you've ever looked at your amortization schedule. And they know if you don't pay because of what you sign, they get to keep the house and sell it to somebody else. And.
They're lending money that's not even theirs because of fractional reserve lending, which I won't even get into. So they're not worried about whether you're credit worthy or not. As funny as that sounds, they are trying to make you want them more than they want you, even though they really want you, they want your money. So they make you fill out an application, they make you jump through hoops, and they talk about it as an approval process. you've been approved, you've been pre-approved.
then approved, all of this is to create friction so that you want the loan even more. Please pick me, please pick me. That's what an application does for your coaching. Whether it's a group coaching program, whether it's in a breakout room to see an offer, whether it's to work with you one-on-one, make people apply. I don't care if it's a 60 second application or a six minute application, it doesn't matter. What matters is that they must prove to you that they are worthy of being your client, which is very interesting.
Graham Cochrane (23:29.698)
That process alone slows the roll, but it makes them go, ooh, she's premium. he's premium. gosh, I hope she picks me. I hope he picks me. It's so funny. I hired Myron Golden, friend and mentor. I hired him last year for his VIP coaching, and I paid him $375,000. And when I applied for his VIP coaching, I remember walking away. I know how all this works. I've been doing this for 16 years.
But I walked away from his application thinking, gosh, I hope he picks me. There's very little reason why he would not say yes to $375,000. So within minutes, I got a call from his brother, Jeff, like, hey, Graham, saw your application come through. In my mind, because of the application and the language, I'm like, it might be a day or two before they get back with me. Bro, it's like within minutes. They want my money, right? Myron wants my money. And he's been worth every penny.
But it's so funny how even I was like, gosh, I hope he picks me just because I had to apply. It put him in the driver's seat, not me. You want to be in the driver's seat, not your buyer. So don't empower them to just buy you and buy hours of your time or buy your coaching program. No, no, no, no, no. Slow down, friction, application. You can also use wait lists if you haven't built a thing yet. You can have minimum standards. I have this too. Like you cannot hire me for one-on-one coaching unless you're doing $50,000 a month already.
That's a minimum standard. It's in my application for my VIP day program. So have clear no's like, no, I don't work with this type of person. I don't work with these types of people. I will not work with you if this, this or this. You gotta be making this amount of money. You gotta be this, this or this. All of this signals premium. All of the signals, my gosh, there must be a reason why she doesn't work with so and so. There must be a reason why he requires this. I will even use that language in my coaching proposals.
Like, here's what I can do for you, but here are my requirements for you. I learned this from Mitch Litvin, I loved it. If you wanna work with me, here are my requirements of you. I was like, you what? And even if those requirements are you must show up on time, your phone must be turned off. If you miss a call, you're not getting it back, there are no free funds, blah, blah, blah, blah. People go, my gosh, he means business. Yeah, you better believe I do because I am serious about you winning and getting the outcome we talked about. All of this is signaling.
Graham Cochrane (25:52.478)
All of this is signaling so that the premium buyer goes, dude, I really wanna work with her. I really wanna work with him. Is this making sense? Friction is a filter and filters increase value. So if everyone can work with you, you're not positioned as premium. You wanna make it so that not everyone can work with you, so that your position is premium. This isn't necessarily a lever you pull to make more money. This is a way of being that elevates the perception of your brand.
and immediately makes you more attractive. if, imagine you do this, like just imagine for a second, imagine that you create friction. You don't make it easy for people to say yes to you. In fact, you stiff arm them a little bit. Well, that just puts off like a pheromone that makes you like irresistible. Like who is this person, right? So now they perceive you as premium, maybe a little strange, maybe a little counterintuitive. Not everyone does that. Why can't I just buy coaching from you? Why can't I just buy your thing?
Okay, now their level of perception is higher of you. Then they start to see your prices. my gosh, she charges $10,000 for coaching. Wow, is she that good? Am I that ready? Am I that good? Am I ready to invest in myself? That's really what they're asking themselves. So now they're really wanting to work with you. And then when you mention, if you work with me, we will get these outcomes. These are the outcomes my clients typically get.
You don't even need a sales pitch because you're already attractive. You command a high fee so I know you must be legit. And you're talking about the outcomes that I want, not about what we're gonna do together, all the videos I gotta watch, all the workbooks that you designed that I gotta read. Like I don't want any of that crap. You're just talking about the outcomes. That's exactly what I want. Imagine how salivating these people will be to work with you. And the great thing is everyone's gonna wanna work with you.
But not everyone's going to be ready for financial reasons, timing reasons. They're having to work through their own issue of whether they feel worthy enough to invest in themselves, which is a real thing. That's great. That means fewer people will say yes. But if you're charging a premium, you'll make twice as much easily. Like literally, one of my clients, he's in my inner circle. He started working with me last year. He was doing maybe 30, $35,000 a month, which is a great business.
Graham Cochrane (28:22.424)
don't get me wrong, great business. We have raised his prices tremendously. We have made more friction in his coaching process so people can't just hire him off a whim. We have had him communicate his pricing more publicly and he's had higher standards for his clients. All of this friction he was so afraid to do. He's like, Graham, I don't know, it's working right now. I don't wanna make it harder for people to say yes. I said, yes, you wanna make it harder for people to say yes and you wanna charge a crap ton more. Here's what we do, we did all these different things.
He just did $86,000 last month. $86,000. And he's pacing that this month. He is pacing a million dollar a year right now.
Why? Premium pricing, he created friction, and he's focusing with outcome oriented messaging. Now he already had good messaging. This is one of the things he did really well. This is how he got to $35,000 a month was his outcome messaging was very strong. So we just tweaked his pricing and created more friction. Now he's doubled his business. Virtually, it was six weeks after making those implementations. Six weeks later, doubled his business. That's not.
an anomaly, that's like what we do every day inside of my coaching programs. That's what's possible for you. So premium pricing attracts serious buyers, outcome-based messaging attracts the right buyers, and friction protects your time and your results. So that's how you double your revenue with fewer clients.
This is exactly what I teach inside of my 10K offer challenge, by the way. If you haven't been, I don't know what you're doing. This will be the best five days you spend all year long. It literally is a five day live coaching experience. This is not a webinar, this is not a course. You come live, and yes, there's replay access if you can't make the exact time, so all the details are on the page. You come live, I teach you how premium buyers think, how premium operators communicate, and how to create your
Graham Cochrane (30:18.55)
very own $10,000 high-ticket offer that's irresistible to your private clients, group coaching clients, to whomever. You will literally walk away with your offer and you'll know how to sell it without sales calls. Wouldn't that be nice? This is the most fun you're gonna have all year in business, but I'm telling you, it's gonna be the most transformative five days of your life. You should come. The next one's coming up real soon, in a couple of weeks, I think. So check out the details below at 10KOfferChallenge.com.
There's a bunch of testimonials down there on the challenge. People are literally making tens of thousands of dollars in the five days. So I'm not saying everybody does that, but people do that every single time. So you could be one of those people. There's two options. Get the VIP option. Come an hour early with me every day. Get your questions answered by me every day. That way can work with you a little more closely and get you some incredible results. But either way, you gotta be there. It's gonna be amazing.
Graham Cochrane (31:18.21)
The question for you this year is, are you gonna stop chasing clients and start respecting yourself by operating like a premium brand? You can do it. It's just a decision. It's just an identity shift. There's no premium pricing police coming to say you have to do this before you do that. You can make that shift today. Your business deserves it. Your family deserves it. And you deserve it. I'll see you in another video.
I'll see you another episode real soon.
