Graham Cochrane (00:02.478)
So I got this comment on my last video about Brittany, my client, where she made $50,000 in 30 days, sending five DMs. Here's the comment in a nutshell. Nobody's paying you ten thousand dollars for that. I'm calling total BS on this one.
You say so. Okay, here's the thing. This comment isn't dumb. It's actually really common. I get it a lot. And it comes from a broke belief that's keeping a lot of you stuck right where you are. So let's talk about it. Because he's not wrong that it sounds crazy. He's wrong about why.
Graham Cochrane (01:01.134)
So if you missed the last episode, in recap, one of my clients, Brittany, hadn't run her business in years because she stayed home to homeschool four kids and she was rebuilding from scratch. She didn't have an audience for this new thing she wanted to do, but she reached out to some old contacts. She DM'd a few people that were still following her on social and kind of threw out a signal that said, Hey, I'm doing this new thing. If you wanna hear more about how you can get this transformation.
message me and she made those people who were interested a ten thousand dollar offer and in less than a week she sold five of them and she had never done anything like this in her life. So she made $50,000 in the first 30 days of working with me, but she really did it in a week. So good on you, Brittany. Now it's a great video. It's a great episode. Go watch it, go listen to it if you want understand how that works and how you can apply the principles as well.
When you do something like that on the internet and you say something like that on the internet about somebody's results, you get one of two responses. You're gonna get one response from people, and this was the majority of people that responded, like, wow, that's amazing. I wonder if I could do that too. And by the way, that's the only response that leads to personal transformation in your life. But I understand human nature because I am a human and I've said similar things about all kinds of different things. The second response is that's BS, that can't happen.
Now, just a pro tip in life if you want to have an incredible life, you can choose to make excuses about why something's not possible, or you can choose to just go make it possible for yourself. You can't have both. You can't have excuses and the results. You have to choose one. And the clients that win for me and the things that I've won in in life and haven't won in everything, are when I stop making excuses or say that's impossible and I start finding out how could that be possible.
People do this with money. They say, I could never afford that. That's a very pointless statement. Ask a better question. How could I afford that? Those types of questions lead to really good answers and really good results. So let me read the comment in full because I think it's gives some context and I want to dive into it. Okay. So Ashton Coxcom says, All sounded great until you said the prices. How in the hell did Britney sell five.
Graham Cochrane (03:19.138)
$10,000 offers to 50-year-old Christian women she sent DMs to. Payoffs like learn to speak Spanish in the next three months, virtually eliminate all your of your back pain, help your baby sleep through the night, scale your business to $100,000 per month and cut your work hours in half, or be in the best shape of your life, look good with your shirt off. Nobody's paying you $10,000 for that bleep. I'm calling total BS on this one.
Okay, that was the full comment. I loved it. I had to do a video on this. Let's go. Okay. So, first of all, those examples that he cited, or examples I cited in the video in the episode, those are all actual clients of mine. And one of those is mine. I help clients get to $10,000 to $100,000 a month working 20 hours a week or less. But the rest of them are actual clients of mine. and I help them create their offers and they sell those offers. So it is very true.
But he's just calling BS. And whenever you call BS, you you have to realize what BS stands for. It stands for belief system.
Ashton's belief system, he's not a bad person, but Ashton's belief system is one that says nobody pays $10,000 for coaching or whatever those things are. Which I gotta say, that's a pretty bold statement. That Ashton somehow knows that out of the 8 billion people on planet Earth, not a single one would ever pay $10,000 for any of that. so Ashton knows all. He is omnipotent.
All knowing, right? Be careful when we say I'm I'm being f facetious here, but it's what he said, as if he knows. The the most honest answer is I can't imagine. This is what he's really saying. I can't imagine anybody paying $10,000. That would be the most truthful thing he's saying. Because he's dead wrong that nobody pays ten thousand dollars for sip learning Spanish, getting in the best shape of their life, growing their business, finding their purpose. It happens all the time, every day.
Graham Cochrane (05:22.786)
But he can't imagine it. Now that that I can work with. If someone says I can't imagine someone spending that, that is a very honest statement. And guess what? There was a time in my life where I couldn't imagine somebody paying me $10,000 for coaching, let alone $100,000 or $250,000, right? I just couldn't imagine it. But do you know what? There was a time in my life where I couldn't imagine someone paying me $47 for a bunch of videos I filmed and put in a zip file with a PayPal button. Like when
My my first customer came in in 2010, April of 2010. A guy bought my first course. It was $47 and I got a PayPal notification, like, hey, you've got money. I'm like, who's sending me? Who what stranger is sending me money? Like I couldn't even imagine. I sold it. I launched it. I couldn't even imagine someone paying. Like how how unconfident was I that I'd created a course to sell and I didn't think anybody would buy it. But somebody did.
And all of a sudden my imagination changed. wait a second. Now I can imagine someone paying $47 because guess what? They did. I wonder if someone could pay me 97. I wonder if someone could pay me 197, and so on and so forth. So, first of all, we have to imagine something different. We're always limited by our imagination. Right? Robin Sharma says things are always created twice, first in the mind, then in reality.
We can't go make something happen in our lives. We can't improve our life, our marriage, our our bank account, our business, our bus or anything. Any we can't do anything externally until we believe it's possible internally and we kind of see it. We're like, and it doesn't mean we're we know it's gonna work, but we we can almost picture it, right? Everything, like the stuff that's impossible, someone had to think it up first. AI, r spaceships.
Wi-Fi, like wireless internet, still I don't even understand how does this work. But I'm sure somebody was like, Yeah, I think we could do wireless internet. You don't have even have to plug in a cable. People are like, What are you talking about? It's crazy. But someone had to imagine it first. So all Ashton should have been saying is, I can't imagine someone paying you ten thousand dollars for that. That's totally fine. So Ashton's imagination, and let's put you and me, our imagination.
Graham Cochrane (07:43.944)
Is the ceiling for what's possible in our lives.
Full stop. So when someone says, that's not possible, that's BS, it just is a tell. It tells me, that's there, there's their limit. They're not a bad person, but I can just see where their imagination ceiling is. That's it. So what I would say to Ashton, and what I did say to him, is you would be dead wrong, my friend. I didn't say dead. You'd be wrong, my friend. Okay, good. All clients of mine doing exactly that. Just because
You haven't done it yourself or can't imagine it being done doesn't mean it isn't happening all day, every day. That's what I help people do. And so I would encourage you, whether it is you can't charge that in my industry, or I couldn't charge that, or nobody's gonna pay for that, or blah, blah, blah, blah, blah, or any any story you're telling yourself, just
Just stop and ask yourself for a moment. One, do I like the results this story I'm telling myself gives me?
If let's say Ashton has a business and he likes the results of his business, and maybe he does, I don't I don't know anything about Ashton. He might be crushing it and he sells low-ticket things. If he's happy with his results, then why should he care about what I'm doing over here, telling him and telling people that you can sell $10,000 offers? Who cares what Graham thinks if he's happy with his results, right? And if you're happy with your results, then great. Your results are the result of your beliefs. Your life is the product of your beliefs.
Graham Cochrane (09:20.456)
Everything that you have right now is a result of what you believe to be true about yourself, about others in the world. But if you don't like your results, you don't like where your business is, you don't like what your work week looks like, and you wish you had something more, don't get on the internet or around the world or in a conversation and say that's not possible. Nobody does that. You're fighting for your limitations, you're fighting for your excuses. You're literally fighting to prove yourself right.
That your sucky situation is right. And that's what we do as humans. Isn't that if you think about it so crazy? Why do why do we do this? It's crazy. When we should really be saying, I w I want to put all that energy and all that fighting for a better result, a better life. Not I don't want to fight for what I have. I want to fight for what I wish I had. I'm, I want, I don't, I don't want to walk around saying, well, this is just what marriage is like.
Or this is just what parenting teenagers is like, or this is just what business is like, or this is just what this economy is like. What good does that do for your life? Nothing. It's impossible to help you. It just gives you an excuse to not have to try. It gives you an excuse to not have to do something different. It gives you an excuse to be safe and comfortable. But you'll never be great and you'll never have what you want in life. You have to say,
I'm sick and tired of the way my bank account feels. I'm sick and tired of the way my relationships feel. I'm sick and tired of the body, the way it feels. Like I want change. And so what do I have to do differently? Learn different, believe different. I know there's gotta be people out there winning in all these areas. And shortcut answer, there are. Who can I talk to? Who can I look? What do I not know yet that I need to know so that I can get what I don't have yet? Right? It's not that you're not smart.
I don't even think it's that you're not willing to put in the work. You just have to be willing to get curious about there's another way. Maybe there's something else that's possible for you. I hope this is resonating for you.
Graham Cochrane (11:25.486)
Okay, I'm gonna read there's another comment and then I wanna dive into this a little bit more.
The second comment that came as a reply to my comment came from Allen. We've got Ashton and Allen. Alan says, Graham, the problem that many of us have is that the trust factor is huge. And using an example where Britney reached out to folks who already trusted her cannot be compared to reaching out to cold prospects. Unless people trust you, they're not going to be quick to jump on a $10,000 offer.
Absolutely agree with you there, bruh. Do you even have one client who started with absolutely nothing and had this level of result? what a dig. Okay. I love Alan's comment, and then I want to rebut it. What I love about it is he is so right. Trust is huge. Trust is actually everything. It's more than huge, Alan. It's everything. I did a a video a year ago about.
Why sales funnels are out? It's all about trust funnels. Who cares about optimizing for the sale? Optimize for trust always. Everything I do is optimized for trust. This show, my book, my challenge, any Instagram post, like everything I do, how can I get people to trust me? Because if they don't trust me, they're not gonna buy from me. The same is true for you. So I agree with that. And he says it perfectly: unless people trust you, they're not gonna be quick to jump on a $10,000 offer. Absolutely agree. So
You're not wrong about that. That is a fact. Full stop always has been in business, always will be in business, no matter what world we're in, no matter what tool is out there, and whether AI is a part of it or not. Trust is so so critical. Now, I wanna I want to rebut his point, and then I wanna respond to his dig because he sneaks a dig in there, which is, you know, classic keyboard warrior. Alan's missing the point. Okay.
Graham Cochrane (13:22.206)
Alan is fighting for his limitations. Alan doesn't want to make money. I'm gonna go on a limb and say Alan hates money so much that he would rather convince himself that this isn't possible for him. And it was only possible for Britney in the example I made, because she already had some people that trusted her. Therefore, he wants to discredit the entire point of my video that you could make $50,000 in the next 30 days if you really wanted to, and you could if you really wanted to and tried.
He wants to discredit that so that he doesn't even have to try. Or maybe because he tried and it didn't work for him and he's a little burned. So he's fighting for his limitations. He's fighting for his small world. And I'm not trying to be mean to Alan, but he he put himself out there. He's fighting for that. And don't we do the same? Don't we fight to keep things where they are because then we don't have to try. We don't have to change. We don't have to take a risk. God forbid. Alan's comment is.
Is missing the point. And here's what I told him. I said, Alan, you're missing the point. It is your job to create that trust. That is the number one job of any entrepreneur to optimize for trust. But most people are just trying to get followers or create content or hide behind their keyboard and leave mean comments to other people. They aren't doing the real work of creating trust with their content or connecting with real people in real life, real life.
What Britney did illustrates what is possible in a short period of time if you have the right offer and you're willing to put it out there. Yes, Brittany had people that had been following her for years. And so when she reached out and said, hey, I have something really cool, ping me back if you want to hear more about this thing that helps you do this thing. She had people that already trusted her character. So it was a lot easier to then jump on a call, was what she did for many of them, and talk about it.
And see if it's a fit for them and for them to say yes to a $10,000 offer. That has nothing to do with whether a fact whether or not it works or will work for Alan or you or me or anybody. The point is, yes, you got to go build trust, bro. I I've outsourced and eliminated and automated and delegated almost everything I can imagine. It's just stop doing nine tenths of what most entrepreneurs do because it doesn't move the needle. I got rid of everything I can get rid of, but you what I haven't gotten rid of? You know what I can't ever get rid of? Building trust.
Graham Cochrane (15:49.015)
What am I doing right now? I am taking time out of my week to record this for you, to build trust with you in the hopes that A, this serves you just this today. And B, you might trust me just a little bit more to maybe buy my book, The Effortless Business. Link in the by the description. Read the book, which will then help you trust me even more. Or maybe come to my next 10K offer challenge.
Buy a ticket to an event where in five days I teach you how to craft $10,000 offers and make them irresistible to your target market and sell them without sales calls. In five days, I know I can build more trust with you. Like I'm hoping that all of these things build so much more trust so that you actually might become a client of mine. You might hire me or join my inner circle or one of my coaching programs, right? I have to build trust with you. Even if I run an ad, the ad has to build just enough trust.
To get you to maybe come to an event or maybe buy a book, take a first little baby step. And maybe you don't. So maybe you click over to my Instagram and just look at my bio and look at my post for a while, and then and then maybe that content builds some trust. Yes, that is my number one job is I build trust and I serve my clients. That's it. That does not take away from the fact that you can make $50,000 in 30 days if you just had a good enough offer and you built trust with some people and you
Had the guts to put it out there.
Okay.
Graham Cochrane (17:26.51)
Can we just take the rant down a minute? Let me just calm myself. I'm just I'm getting I'm burning calories. I'm getting my heart rate up. If I move my my wrist enough, my my Fitbit Air, my Google Google Fitbit Air will give me some steps. I'm trying to get some some double dipping today while I rant for you. Let's calm it down. Here's the principle. Neither of these gentlemen are dumb. They're very smart people.
And I appreciate that they took the time to share their views. That's what I love about the internet.
And they're not even wrong to be skeptical. I understand how crazy it sounds. Ashton was not crazy to be like, I basically I can't imagine anyone paying ten thousand dollars for that. I get it. But all they're doing is describing their own experience and mistaking it for a ver a universal rule.
Graham Cochrane (18:23.128)
But all they're doing is describing their own experience and then mistaking it for a universal rule. Now, how often have you done that? I've done it a ton. I've experienced something, and then I just wrongly extrapolate that out to make it a rule of life. Right? It could be as simple as.
You go to a really nice restaurant for the first time and you spend eighty dollars on a steak and you've never done it before, and the steak is not cooked well, and it doesn't taste that great. And you say, you know what? Expensive steakhouses are a ripoff, and the steaks aren't any better than they are at Outback Steakhouse. Well, that would be about the dumbest thing you and I could say.
Because we're we're taking one personal experience, we got a really bad steak that we unfortunately paid a lot of money for at a supposedly really good restaurant. And then now we've created a universal rule of life where we not only never go back to nice steakhouses, but we judge others who do, and we tell other people, yeah, steaks are just as good at Outback. Now, if you like Outback, and you like that's not the point. My point is, see how silly that would be to say.
That your own experience now becomes the universal rule of life for all people, including yourself, the next time. If you get in a bad romantic relationship and somebody hurts you or abuses you or leaves you or just says something harsh to you, what do we typically do? We take our universal or excuse me, our personal experience and we turn it to a universal rule. Well, all men are like this. All women are like this. This this is just what happens when you date people. This is just what happens when you put yourself out there. And so now we've created a rule.
That we have to live by. We've created a story that we have to live out. We've created a script that we have to read and follow beat by beat. And all of us are living mental scripts, made up stories, and past experiences out as if they are the truth, the future, and the rule for life from here on out.
Graham Cochrane (20:44.354)
I'm sure you can apply this to a lot of areas of your life.
As it comes to business.
I am not the end all be all. You do not have to take any of my advice. You do not have to like me or believe in what I'm doing. It it's it's really okay. I totally get I'm just a guy on the internet to you.
But I care about you. And so what I would say is, as someone who never thought I would ever have a business, who never thought I could ever make money on the internet, who never thought I would ever make six figures a year, who never thought I would ever be a millionaire in my 30s or by my 30s, who never thought I would ever.
Just fill in the blank. Whatever I'm doing now, who never thought I'd sell $100,000 offers and $250,000 offers? I mean, if I went back to Graham 17 years ago and said, hey, bro, you're gonna have a $250,000 offer and a $100,000 offer and a $55,000 offer and a $25,000 offer. And it's like, if I were to tell myself that, I'd be like, dude, you are crazy. I make $30,000 in a year working full-time at a desk, bro, with a college degree. There's no way someone's paying me that in a day.
Graham Cochrane (22:03.096)
I I just couldn't believe it's possible. My reality was limited by my imagination, right? It's human, it's normal. So all I'm saying, if you care about your business and your life, you don't have to come to my challenge. You don't have to read my book. You don't have to be my client. You don't have to agree with this video. But you know what you do have to do if you want your life or business to improve? You do have to shift your beliefs. You do have to get curious. You have to stop being so right all the time.
You gotta stop fighting for your excuses and your limitations as if they're fact, because that's all you're gonna get is your limitations, your excuses. You get them every time. But if you want to change, I would invite you to flip the script on everything in your life and say, well, what if? Why not?
What could be possible for me? I'm not lying to you about my clients. I'm not lying to you about my own results. I'm not saying you're gonna have my own results or my clients' results, but I've seen too much to know that anything's possible. Everything's possible. So why not live in a world of possibilities? Why not raise our imagination to a level that is both exciting and energizing, but also activating?
When you when you get a bigger vision for your life, it's amazing what happens. I'm not saying anything woo-woo. I'm just saying when you get excited about something, you start to read new things about it, you start to watch new things about it, you start to talk to new people, you start to see new opportunities that were right there all along. It's called the particular activation system. There's so much data coming into our brains. This little thing at the base of our brainstem has to filter out 97% of the information, or our brains would explode, like every sound sight thing.
So you're only literally taking in 3% of the information. So what is the information you're taking in? The 3% that you chose to focus on. That's why people that get curious, they start paying attention to new things, they start to see new things, and then they tell their RAS, reticular activation system, to notice different things. And they realize, my gosh, where's that been my whole life? It's been there the whole time. People have been doing what you just discovered the whole time, but now you're you're hip to it. And that's exciting. Because then you pull the thread, pull the thread, pull the thread.
Graham Cochrane (24:17.654)
And then things become possible for you. So whether this is about high-ticket offers, whether this is about what industry you're in, whether this is about what's possible in this economy, I don't care. All I care is that you demand more for your life. And you raise your level of imagination. So you raise and expand your world to match it.
I hope this little rant of an episode helped you and bless you today. If it did, leave a comment and let me know. Or if you absolutely hated it and you think I'm a whatever, leave a comment and let me know. I appreciate you. Even if you disagree with me, I really do. I love this platform. And I really hope we get into a world where we can have respectful disagreements. I am not the end-all be-all, and I make mistakes and my worldview might not line up with yours, and you might like a different way. That's great.
Let's keep it classy, San Diego, but leave a comment, let me know what you're thinking. And if you're listening to this on your favorite podcast platform, I see you. I hear you. I appreciate you. Message me on Instagram at the GrahamCrocker and let me know that you listened to this episode and that it resonated with you. Okay, my friend. If someone needs to hear this, you need to share it. Because you probably know someone else. It's like, bro, we need to take our imagination to the next level. I want you to do it. I know you can do it. Watch your business and your life rise up with it. I'll see you on another episode real soon.
