Graham Cochrane (00:28.568)
Business isn't hard. You just made it hard. Right now, somewhere, someone is building a funnel, adding another automation, redesigning a logo that nobody asked about, adding one more upsell step to a checkout page that's already three pages too long. And they'll tell you they're working on their business, but they're not. They're hiding.
Because as long as there's one more thing to build, you never have to find out if the business actually works. You never have to sell. You never have to face the possibility that it was never that complicated. And you've just been too scared to keep it simple. So today, I'm going to show you the simplest million-dollar business there is, the one I wish someone had shown me years ago. No funnel required.
Graham Cochrane (01:38.927)
So the other day I was hosting one of my live coaching events I run called the 10K Offer Challenge, where I help clients create their very own $10,000 offer in literally five days. And probably by day three, I think I had most people convinced not only is it possible for them in their niche, which punchline it is, but B exactly how to create an irresistible $10,000 offer. There is a formula.
They all knew it. They were all getting excited. And in this experience, I have a VIP option where people come an hour early and we do live group coaching and they get to spend that time with me. And so I'm answering their questions. And one of the gals who was a part of this experience was so excited. And I could tell she's a winner because she's an action taker. And I say often that action takers are moneymakers. You don't have to be perfect. You don't have to have it all figured out, but you do have to take action. People that hide and wait and build, they never.
make money because they never take action. So I could tell that she was an action taker. She was doing all the homework throughout the week. But then she said something that kind of contradicted what she was doing. She said, I know exactly what to do. And as soon as I finish building this funnel in whatever days, weeks, whatever it was, then I will be able to blah blah blah blah blah. And as soon as like my ears hear that, I'm like, like what? Wait, hold on. As soon as I finish
Building this funnel, then I can grow the business. Then I can implement this high ticket stuff. Then I can put an offer out there. Then I, and that's that's a trigger for me because I love people and I want people to win in life, especially my clients. And if you come to my challenge, you are functionally a client of mine, even for a few days. And I wanted her to win. So I told her straight up I said, look, Renee.
You're not going to finish that funnel. That's not your goal. Building a funnel is not building your business. Building your funnel is allowing you to hide. Building your funnel is allowing you to not do the actual thing that will drive revenue in your business, which is making an offer to people. But there's a reason why people like Renee wanted to build a funnel. I'm not picking on her. This is everybody. And you could
Graham Cochrane (04:06.55)
We don't to pick on funnels. There's nothing wrong with a funnel. you could swap that out for redesigning your website. You could swap that out for learning a new AI platform that's gonna solve everything. You could swap that out for switching to Kajabi versus Go High Level or Go High Level versus Kajabi or starting a new school group. Fill in the blank. All of it is the same thing. All of it is playing business, not doing business. All of it.
Is giving you an opportunity to hide. All of it is allowing you to play the victim for another month. And what do I mean by paying the? Well, you get to play the victim card of, well, my business isn't growing and everyone else's is. And I'm working so hard. I'm working so hard. I'm taking courses. I'm building funnels. I'm redesigning my website. And there's no no wonder you're you're not making any money because none of those things have anything to do with whether your business will grow or not. Those are not business.
Those are ancillary things that we like to do because they allow us to check a little box off. I did some work today without any risk of putting an offer out there in the world and getting rejected. Without any risk of having to try to sell something and somebody saying, no, I don't want that. Do you understand what I'm saying? Like this is what people do. We would rather hide behind a website, an Instagram account, an online business.
And not actually go out there, connect with a human being, and make them an offer. And yet that's the only time you make money, is when you make offers. And it makes my heart both angry and sad at the same time when I hear good people who have a great business and a great offer, and they're so close to breakthrough, decide they would rather go hide in their little online business cave in their little spare bedroom or wherever they work and just cook up something cool. I designed a new site and lovable.
I've got this new automation setup in Kajabi. I've got this perfect like white label go-high level setup. I've got this, I've got that. I I've got all these AI agents running. Doing what? Like, are they selling for you? Are they making your offers? Are they coaching your client? Like, what are we talking about, people? Like, I get it that there's tools that can save us time, and I get it that there's powerful tools that can automate some of this stuff for us.
Graham Cochrane (06:35.764)
I use these tools too. I have a website. I have Kajabi. I have automations. I have a semblance of a funnel, I suppose, in the technical term. But do you understand that every moment you spend tweaking those things, you're making business harder and you're not making money? And friend, I'm here today to tell you. And I'm trying to be your big brother, your uncle, your little brother, your cousin, whatever, whatever I am to you. I'm here today.
Just to ask you a simple question. Do you want a simple million-dollar year business? Yes or no? It's a simple. If you if you don't, if you're like, no, Graham, I want the hardest path to making money and I want to struggle from $100,000 to $300,000 a year max for the rest of my life working way too hard, then just ignore this and go le go watch some other video. Go listen to some other podcast. But if if you want to dare to believe that it could be possible for you.
To have the simplest million dollar year business, then stop making business so hard and listen up. I got three things for you today, friend. This is good news. This is so much simpler than you think. I literally had a woman say, I want to join your coaching program, but I'm so busy right now doing all these things, I don't know if I'm gonna have time. And I said, Look, you don't have time not to join my coaching program.
When you join my coaching program, you're gonna learn you can stop doing 90% of what you're doing and just do the few things that I have my clients do, the things that actually work, the things that help my clients go from $6,000 a month to $72,000 a month. The things that help my clients go from $30,000 a month and trending downward to $250,000 months and an average of $100,000 months. Like this is what I do. This is, and it's not even me doing it. This is just me.
Coaching my clients who are actually doing the work. If you want a little bit of that juju, then listen up, my friend. I'm caffeinated. So forgive me if I'm feeling a little, but this is important. Okay. So let's talk about this. There are three things. This is it. This is every good business does these three things. And if you want a simple million dollar, really, realistically, if you run this play, you can have a one to three million dollar a year business working.
Graham Cochrane (08:57.038)
Max 10, 15 hours a week. Okay. If you want an eight-figure, nine-figure business, I'm not your guy because you're gonna have to do things that I don't like to do. You're gonna have to have a huge team, you're gonna have to have a lot of complexity. And now you now you've you're you know, that's a different objective. But if your objective is I'd love a sweet one to three million dollar a year business where I get to come in a couple days a week to the office, work a couple half days a week, and love it.
Then run this play. Okay. Step one.
Well, let's stop for a second. I'm gonna make an agin assumption here. Step zero is you have to know your who. The number one question in business is not what to do, when to do it, why to do it, how to do it. It is who. Who are you serving? And this needs to be a very specific who. Who is the number one question in business because when you get that clear, every decision downstream becomes easy. When that's unclear, it's very hard to.
Create content to sell, to craft offers, to connect. It because you don't know who it's for. It's the same thing if you're gonna write a book. The number one question before you write a book is who is it for and what problem does it solve? What problem do they have? Every book has to solve a problem for one type of person. That's it. Otherwise, the book won't land. So the number one question is who? I'm assuming you know your who. This could be a demographic, this could be a psychographic.
Meaning they all want the same thing, have the same pain point, but they could be different demographically. But you have to know your who. Assuming you know your who, and guess what? How do you know you're who? You pick. You get to decide. There is no perfect who, just the who that you know you can solve their problem and you want to solve their problem. Okay? So you get to pick. You get to hire your clients. They don't hire you, you hire them. Who do you want to work with for the next 10 years? Who do you want to talk to for the next 10 years?
Graham Cochrane (10:54.038)
What problem do you want to get out of bed and go solve because you're passionate about? Like, can you? I hope that you can hear the passion in my voice today. This is how I feel about you. I want you to win in your business. Like, there is there's no time left to not win. Like, now is the time to win. Stop playing business. Let's start doing business. And you're the people I care about. You're the type of person I care about. That's why I build my business around people like you, entrepreneurs who want to reach.
$100,000 months working 20 hours a week or less because they care about their family, they care about their community, they care about this world, they're on mission, they they don't need the money just so they can live this insane life, which you will be able to live this insane life. If you're making one to three million dollars a year working 10 to 20 hours a week, hello, you can do anything you want. But they have a bigger why than the money. Just like I do. I don't need any more money. I do this because I really feel like I have a gift of helping entrepreneurs.
Get free. Make more, work less, love their business again. I somebody said in my challenge last week, Graham, I fell in love with coaching again because of you this week. That's what I'm here for. And I know you care about people. So it is time to get this business fixed. Are you ready? Here's the playbook. Step number one, you need to magnetize your audience.
Too many people are trying to go out and find clients. How do I find clients? You don't find clients, you become findable. Stop trying to find clients, make them come to you. There is so much power available to you today. You are living in the most wonderful era to be an entrepreneur that's ever existed. There's so much power available to you today that you are underutilizing.
You need to have your own platform online. A platform that gets you findable and discovered. And do you want to know what the number one discoverability engine is in the world? YouTube. YouTube. If you do not have a YouTube channel, you must hate money. If you are spending time building a funnel but not spending time building a YouTube channel, somebody's lied to you. YouTube is
Graham Cochrane (13:17.088)
I I can't even describe to you how good YouTube has been to me for seventeen years straight.
Graham Cochrane (13:26.794)
I didn't start running ads until sixteen years into my business, just a few months ago.
And it wasn't because I needed to, it's because I have excess capital to deploy. And I want to see if I can ramp this up even further and faster. But I have used YouTube as a discoverability engine in two businesses over 17 years to generate over $20 million. That is powerful. That's insane. And it's free.
Like YouTube, I don't if you understand how it works. YouTube exists to find viewers to send your videos to. That's it. Let YouTube work for you. It's working for me, it's working for my clients, it's working for everybody else on YouTube. And you don't need millions of followers. So look, your job is to just become findable to the right people. Can they find you right now? Well, I'm on LinkedIn.
Well that's great if your people are there. So if your people are there, then stay there.
But the principle I'm gonna I'm gonna speak about YouTube as a specific, but definitely apply it to whatever platform your people are at. But most of your people are on YouTube. YouTube is yes, it's an entertainment platform, but it's an education platform. If someone has a question, they want to learn how to do something, and I joke about this all the time. People say, Well, Graham, social media is where it's at, like Instagram, TikTok. Like, friend, think about this. The people who are teaching you how to grow an Instagram, where are they teaching you that? On YouTube.
Graham Cochrane (15:08.3)
Because that's that's where you go to learn stuff. So if you have knowledge that other people would value, and that is the whole game here, that's type of business I run, the type of business I help clients run. Why are you not on the largest education platform on the in the planet? YouTube. You need to become findable. You don't have to have a big channel, you don't have to have millions of views.
I have clients that have 500 subscribers, not 500,000, not 5,000, 500 subscribers, generating 30,000 a month. Okay. This is so doable because YouTube is so powerful of learning who your content is for. And then once it knows who it's for, they go out and find those people for you and push your videos to their feeds. And because
YouTube is long form.
These people become pre sold.
So let's we'll get into that in a second. But just before I move on from this step, your number one step is to magnetize your audience. If you are not on a platform right now that can push your content in front of people that are the right fit, that are actually again, this is one of the differences between YouTube and let's say TikTok, Instagram, and often LinkedIn. Most people go to TikTok, Instagram, LinkedIn for a hit of dopamine.
Graham Cochrane (16:40.61)
Just to laugh, to see a meme, follow people, stalk people, they're bored, they're on the toilet, they're at a red light in their car, and they're addicted. Like that's the environment that people are in the headspace they're in when they go to those platforms. YouTube is different. People go to YouTube to either veg out and watch some entertainment for a long period of time or to learn something, to deep dive on something.
Who do you think is going to be more likely to become a customer or client of yours? Someone that just wants a quick dopamine hit of a silly reel of puppies wearing jerseys or sweaters, or someone who's going to YouTube to learn a thing. Do you see the difference? You're already magnetizing a different type of person at a different stage in their problem-solving journey. They're like, I'm I'm ready to solve this problem. That's the kind of person you want. So magnetize your audience. Make sure.
That you pick a platform that's ideally long form, that's searchable, that your people are coming to so that when they look for it, they find you. I haven't found a client in 17 years. They find me. Everybody finds me and then they pay me. That's gonna be you. They're gonna find you and they're gonna pay you. But there's a step in between that. So magnetize your audience, number one. Number two.
Do not miss this. You need to mentor your audience. We are in the age of mentorship. You need to give real value before you ask for the sale. You need to demonstrate your expertise, your worldview, your ability to get results long before you ask for money. If you are not generous, you will not win. You cannot.
Say, give me money and then I'll give you value. That's like saying to the fireplace, give me fire and then I'll give you wood. No, no, no. It doesn't work that way. You have to give value first if you want the money in return. So your content is a starting place of mentorship, but it doesn't end there. But let's start with content. There's functionally kind of three ways to think about mentorship. One is through the content. You magnetize them through the videos. They found you, they clicked on it.
Graham Cochrane (19:04.152)
But in that video, you have to deliver massive value. You actually have to take them somewhere. You have to show up powerfully for them. This is what gets people to say, like, my gosh, your content's amazing. I've been following you for a few months or a few days or a few years. Like, I'm just binging. Like when you hear that, you know you're mentoring correctly. Mentorship does not look like here's a tactic, here's a tactic, here's a tactic. We talked about this, I believe, last week, but you got to stop teaching tactical stuff and start mentoring people.
And speak to their pain, speak to their hopes and dreams. And yes, practically give them tools. But your content is mentorship. But two, it doesn't stop there. You need to invite people deeper. So a couple ways you might think about inviting them deeper might be to come to a discovery call with you or a strategy call where you can get on a call and talk. And you can even mentor them on that call. It could be buy a book. I sell.
$29 book called The Effortless Business. Link in the description. Okay. This is mentorship. This is, you know, I charge $25,000 an hour for coaching. So this is a two hour read, this book. This is $50,000 of coaching for only $29. If you spend two hours with this and apply what's inside, you can print money. But I invite you to buy my book so that.
And that is and it's not free. It's not a free book. It it is a real book that I worked hard to write. And these are real frameworks that have made me millions of dollars and my clients millions of dollars. So you're getting access to that for a fraction of it. But pay something so that I know you're committed. And then more than that, read it. If you actually read that that book, you're getting mentored by me asynchronously, just like on this podcast or YouTube video, but now in a different environment. Now you're sitting at the pool reading.
And learning and being mentored by me. Now you're at the beach getting mentored by me. Now you're on the metro on your way to work getting mentored by me. Now you're laying in bed 20 minutes before you go to bed and you're like getting some of this mentorship from me. Now you're taking me away from the screen and into your real life. This is why I like physical paper books. Okay. Powerful stuff. That's mentorship. Inviting people to a webinar is mentorship. Inviting them to a
Graham Cochrane (21:30.073)
Five day challenge is mentorship. Getting them to self-select into deeper mentorship, whether it's free or paid, doesn't matter. Paid is gonna lead you to a higher quality prospect. I'll tell you that. But the point is you need to mentor your audience. You need to truly love them and serve them. The nobody gives me money.
Like people don't hand me $25,000, $55,000, $100,000, $250,000. Nobody does that without first getting mentored by me from afar. Does that make sense? So yes, I need to magnetize them. I need to become findable. So I don't go find clients, they find me. But then I mentor them deeply. I serve, I teach, I build trust, I show them that I am the best path to the result that they want. Working with me is the best path to the result they want. Okay?
This can look like however you want it to look, but this is what's missing. So many entrepreneurs are trying to skip this part. They're trying to magnetize, they're trying to run an ad, get your attention, and then sell you something. Get your attention and sell you something. And while that can work, that is that is creating more work for you because now you need to reach a ton of people and you're not creating deep relationships and you're not gonna be able to sell high dollar offers, which is really, really important, which we're about to get into.
So don't skip this. And in an era when everyone's skipping this, AI can do all this for you. They're skipping mentorship entirely. You're gonna stand out and you're gonna win because you decided I'm not just gonna magnetize people, I'm gonna mentor them. And now they realize they need me. They need when I when I'm presenting an offer to somebody, I know not because of arrogance or anything, but I just know that they need my help way more than I need their money.
And that's the place you need to get to as well. And you can get to that place when you know you've mentored them and they realize she's my girl. He's my guy. So you magnetize your audience, you mentor your audience, and finally you monetize your audience. You make them an offer.
Graham Cochrane (23:35.136)
You make them an offer. You don't make money until you make an offer. It's as simple as that. So you're you've you've magnetized this audience, you've mentored them, and now you're bringing your mentored audience into an environment that is built for decision making.
So for example, I have a $55,000 offer. I'm not making that to you here. Okay? I have a $27,000 offer. I'm not making that to you here. I have a $250,000 offer. I'm not making that to you here. This is not the environment with which to make that kind of offer. I would rather serve you for free here and let you re come to the realization that I'm your best chance to reach the life of your dreams or not.
And that's fine too. I I'm not everybody's best chance. I can't serve everybody like other people can. and you may not like me. I certainly get plenty of that. Like I don't like your hair. I don't like your shirt. I don't like your Christian faith. I don't like whatever. I I get those as well. So I'm not for everybody, but that's great. I it's not my job to figure out if I'm for you. It's your job to figure out if I'm for you. So I don't make offers here.
Right? You don't you don't make high-ticket offers on YouTube. That's not the place. So the simplest path to a million dollar a year business is a $10,000 offer. Facts. If you're trying to sell a course, good luck. If you're trying to sell a $3,000 offer, good luck. You're at least closer, but if you're going to go to three, you might as well go to 10. Because the people that can't afford 10 can't afford three.
The people that can't afford three can afford ten. It does and that may not make any sense to you, but it's the reality. So you might as well just go all the way up to ten or higher. Make your life easier because the math is pretty simple.
Graham Cochrane (25:31.533)
If you have a $10,000 offer, all you need to do is sell eight a month. And you're just shy of a million-dollar year business. Right? Or you need to sell $10 a month and take two months off. Right? It's as simple as that. If you have a $20,000 offer in the mix as well, or a $25,000 offer and a $10,000 offer, then it gets even simpler. You might need six clients a month. The beauty of going high ticket is it makes business so simple. You magnetize your audience.
You mentor your audience, and all of this is filtering. So by the time you invite some of those people, like if you're on YouTube, invite them to book a call with you if they're interested in working and getting those results faster. Invite them to a webinar, invite them to a paid challenge, invite them to a two-day event you're doing in your town, invite them to a one-day masterclass, invite them to some place where you can deepen the mentorship, serve them at a high level, and make them a high-ticket offer.
Again, the the environment itself doesn't matter. The strategy you employ doesn't matter. There's so many things that work. What I want you to get is the principle.
All you need to do in business, if you want a beautiful million dollar to three million dollar a year coaching business, is magnetize your audience, mentor your audience, and monetize your audience. You don't need a funnel. You don't need a bunch of fancy automations. You don't need a slick website. You don't need any of that stuff. That's nice. That's not what's going to make the money. That's a distraction at best.
And again, there's a reason why you're drawn to that, because it's easier to fiddle and dork around with technology than it is to run a business. It is just easier, I get it.
Graham Cochrane (27:23.426)
But aren't you tired of not having $50,000 to $100,000 months? Aren't you tired of still having debt that you could pay off in two months if you made more? Aren't you tired of working 50, 60 hours a week? Aren't you tired of not being able to go on vacation when you want to? Aren't you tired of having to post a TikTok every day? Aren't you tired of watching other people win? While you work hard, I believe you're working hard.
But you're you're just barely like plateauing. Like you're you're actually sinking. You're treading water, but you're really sinking. Are you tired of that? If you like your business, then keep doing what you're doing. I'm not telling you to change something if it's working. I'm just saying the simplest path to a million dollars a year.
is become findable, mentor the heck out of those people, and make an offer.
Make them a high dollar premium irresistible offer. These are things I call magic offers. And like, let's just be real. This is how billion-dollar companies, actually trillion-dollar companies, are working. A good example is Apple. Apple was, I believe, the first trillion dollar company in terms of valuation, but we're we're there's multiples now. But how does Apple become a trillion dollar company?
Very simple. They do these same three things. They acquire customers.
Graham Cochrane (28:58.42)
They assemble those customers into live events where they make them offers. Right. So they acquire companies customers, they they blow those customers away with all the sweetness of the brand and the and the packaging. And they everything is just pristine. They like, they create, they bring people into their world. They kind of brainwash people into their world.
And then they monetize that that that customer base by offering them more and more stuff.
They're not worried about a funnel. They're worried about how can we attract the right kind of person who values paying a premium for a product. And like they don't mentor, they're not a coaching business, but they do, they do bring people into their worldview. And that's what I'm doing right now, right? As I mentor you, I'm trying to brainwash you for good. I'm trying to.
pre indoctrinate you for good. I'm trying to show you a way of seeing the world that actually will serve you. And you can accept it or reject it. It's completely up to you. But I hope you accept it because I know it'll make your life better. So this playbook's being run by billions of dollar billion dollar companies, mill a trillion dollar companies. It's so simple.
So back to you, my friend.
Graham Cochrane (30:26.338)
What are you currently building right now instead of doing these three things? Like what what were you actually doing before you watched this or listened to this today or this last week? That's not these three things. And my challenge for you is simple is to pick one way to magnetize your audience, one way to mentor your ideal person, and one way to monetize. And then you're s you're free to stop adding anything else to your business until you get those things dialed in.
If you are doing those three things, you can sleep well at night knowing that it is going to work for you. And you're going to become really good at those three things. If you could become good at any three things in business, it would be magnetizing your audience, mentoring your audience, and monetizing your audience. That's it. Forget the AI stuff, forget the funnels, forget the beautiful website. That's all.
Playing business. It's not doing business. And the only way to have a million dollar year business is to actually get to work doing business. I hope this blessed you today. I will see you on another episode real soon.
