The Summer Plan

There's two mindsets that serve the business owner:

The Tactician and The Improviser.

The Tactician is who you need to be 75% of the time.

It's the guy that knows what needs to be done and can expect a similar result if the actions are
executed correctly.

He's damn effective. But he isn't eternally effective because things change.

Take Summer for example.

Summer's got all sorts of coaches and consultants experiencing huge revenue drops.

People churn. Leadflow dries up. Tacticians tap out.

Few make it or are set back until things pick back up near the end of the year.

But The Improviser does things differently.

The Improviser is comfortable with uncertainty because it gives him clarity.

It allows him to accept that things may be going south. But that doesn't mean they need to keep
heading that way. It only means that it requires a different plan.

It requires knowing which areas of the business need them to go on offense so that they make it
through this season stronger than they entered.

The real Summer test is whether you will stay The Tactician or embrace The Improviser.

What I'll show you today might not be stuff you should do forever. But it will be stuff that can be
used in these times to make sure you do what needs to be done.

The 8-Step Plan, shall you want to join me:

Tactic #1: Start Where It’s Easiest (The Money Line)

Tactic #2: Create A Customer
Tactic #3: The AMA
Tactic #4: Offensive Waitlist
Tactic #5: Trump Card
Tactic #6: Do The Inputs. Don’t Check The Outputs.
Tactic #7: Outbound
Tactic #8: Enjoy Your Summer
Recap

Tactic #1: Start Where It’s Easiest (The Money Line)

Not all leads are created equal. Some leads are easier to convince than others.

These dots represent everyone who knows about you. From brand new followers to your best
clients. The more they trust you the more to the right they are.

Some people trust you enough that they crossed the Money Line.
The less someone trusts you the harder it is to move them beyond the Money Line. Think new
followers all the way to the left.

During Summer, don’t focus on them. Focus instead where it’s easiest:
Focus on people who have already crossed it and move them further. You don’t need to
convince strangers. You can start with the people who already gave you their money and trust
and offer them to go further with upsells.

Before running ads, buying shares, getting more growth, etc…

Take the pool of people who crossed your Money Line and make them an upsell offer.

We start with:

● Current Clients
● Past Clients
● Customers (One-Time-Buyers)

And we offer the next level of our Offer Shell:

 Who? What? How?

Current Clients Higher Offer Shell Level Hey.

or DMs.
I'm starting a small group of people gunning for
$100k/mo profit that I'd love for you to be a part
of.

Shall I send you the invite?

Then → Google Doc.

Or —---

Hey - I think you might benefit from this:

I log on Skool a few times a day but I check Slack

multiple times a day. We can speed your process
up and [get problem sorted out fast].
 It's $X/week on top of your membership fee and
you can upgrade or downgrade whenever you
want. Thought that level of speed might make
sense for you right now.

Would you like to do that?

Past Clients Core Offer Hey man - I think you’d benefit from this:

I went solo recently so I can give more of myself

to clients. Yet still get access to the same help as
always. Calls. Help. Channels. Personalized
advice. And even a 1-1 call so I can see how I
can help in your current plan or craft a new one
altogether.

But this time it’s only $250/week. Leave if /

whenever you want.

Would you like to keep working together?

Customers Core Offer Hey - this month I’m helping X people get
Outcome.

I’ve made it easy to get started for $Y/week.

Shall I send you the details?

This will allow us to increase revenue without having to look for new leads.

Keep in mind we still haven’t pitched anyone behind the Money Line.

Next up, we go for the people closest to crossing it:

These are the warmer leads. Offer your Core Offer to everyone who

● Booked a call
● Asked you for advice
● You talked to in the DMs that might benefit from it
● Free communities
● Connections and friends

And text them:

Hey - this month I’m helping X people get Outcome.

I’ve made it easy to get started for $Y/week.

Shall I send you the details?

Then → Send your Doc. (My template: Cash Creators - Private Invite)

And lastly, we focus on people who are further away:

That’s your Email List and Audience.

You can offer your Core Offer with Hand Raisers and the Season Sequence:

1) Hand Raisers (I like once a week maximum. Once a month minimum.)

Hey - this month I’m helping X people get Outcome.

Together we’ll:

1. Path Phase 1
2. Path Phase 2
3. Path Phase 3

And I’ve made it easy to get started for $Y/week.

DM me for the details.

2) Season Sequence

My best performing email sequence (how I launched Cash Creators) → Season

Sequence.

Moving people according to where they are in the Money Line is the easiest place to start.

Once you’ve completed this I recommend going on to the next phase (also my personal
favorite).

Tactic #2: Create More Customers, Then Clients

People are not afraid of paying. They’re afraid of committing. Creating one-time customers
during Summer is a good idea because it allows you to make them more offers by introducing
an initial smaller offer.

The more money someone gives you the more money they’re likely to give you. So start small:

1. Create one-time customers.

2. Use the Touchpoints to convert them into clients.

Note: It doesn’t have to be a workshop. In fact, there are easier things to sell than Workshops.

#1: Create Your One-Time Offer

You don’t need to create any new stuff. The goal here is to turn what you’ve already created into
individual assets you can sell.

Let’s say you own a bakery:

The value of the bakery isn’t just in the bakery itself.

But in all of the assets that make up the bakery.

Sell these individual assets so you can create one-time customers. The more one-time
customers you can create the more clients you will get.

Your ability to get customers is correlated to your ability to make that single asset look like a
Magic Pill:

A Magic Pill is something that’s easy to understand. Something that the prospect can close their
eyes and still be able to see.

Some customer offers that work:

● Templates (Sales Without Sales Calls → My Google Doc Template)

● Swipe Files (The 90 Days Of Offers Swipe File)
● Scripts (My Sales By Chat DM Script)
● Collections (The $100k/Month SOPs)
● Assets (The Season Sequence / The 100 Ways To Promote Your List)
● Bundles (The Summer $10k or other assets that bundle up well)
● Workshops (The 20 Minute Email: You will finish workshop with tangible outcome)

Shred, combine, unbundle and mix the stuff you already have to make it look like a Magic Pill.
Use me and the community for feedback.
Note: You can also combine other Magic Pills to make it look more enticing (For example when
The 20 Minute Email wasn’t selling well I added a bonus: The 90 Days Of Offers. And then it
sold well. The important thing is making an offer. Tweak as you go.)

However,

The value of creating One-Time Customers is not in the revenue. But in how many people you
convert into clients in the backend.

For that, use #2: The Touchpoints

Because John asked Sarah out it’s natural for him to ask her if she’d like to have a drink after.
It’s the natural next step because Sarah is already in motion.

Because I offered this workshop it’s natural for me to ask customers if they’d like to join Cash
Creators. It’s the natural next step because customers are already in motion.

We offer the natural next step 12 different ways:

Detailed:

Touchpoint Example

Landing Page Layout. + ClickFunnels Template Here.

 As soon as they sign Cash Creators (Private Invite)
up, redirect

Confirmation Email Intro Emails + Conversation (Why - Struggle - Invite).

Inside the workshop Send doc in chat with a Promise, Path & Reason Why.

1 Hour After The https://ckarchive.com/b/qdu8h7h7z87wxazwnnmw7unpk9wkk

Workshop (Invite)

With The Recording https://ckarchive.com/b/p9ueh9h36wxn5um6ggw6kamkm0933

(Invite) +
https://workshop.likesaintcash.com/#ww

The day the offer Taking This Down

expires (Reminder)

When adding Promote Inside + Send Recording.

something new (Never
waste an event)

When You’re Closed Closed Convo

(Trains them for next
time)

From 1 workshop we created 9 touchpoints.

Most people that come through do so on the last day or the few days following the workshop.

And you can add 3 more:

Tactic #3: The AMA

I’ve done 4 of these. And every time it created clients in the backend.

It’s just an Ask-Me-Anything to which you add 3 Touchpoints:

 Send to 1) Let’s implement what you bought.
2) Link for tomorrow.
● Customers 3) Are you coming?
● Previous clients
● Everyone who booked a call
(optional)

Inside the AMA, share your doc. (Like I did earlier)

After the AMA, share your doc with https://ckarchive.com/b/

recording. p9ueh9h36wxn5um6ggw6kamkm0933

It works because of who you’re inviting: only people close to or beyond the Money Line. Warm
leads. And we use the AMA to tip them over.

Tactic #4: Offensive Waitlist

Waitlist isn’t just a nice thing to have. It’s a weapon you can use defensively and offensively:

Defensive Offensive

Someone churns. You get the next You close your program so you
person in the Waitlist to replace them. have nothing to offer the next day.
But you offer Waitlist anyway so
you can have more people to
message next time you open.

A Waitlist is extremely versatile. 3 ways you can use it during Summer:

1) Prevent Stalling

Let’s say someone won’t make a decision. Instead of following up you can offer to join the
Waitlist for August. You turn what would be a lost case into a future sales conversation.
 2) Prevent Ghosting

3) Take The Offer Down

Sometimes the answer to low offer sales is to take the offer down.

It allows the offer to breathe while you sell other things like Customer Offers. And you can build
up your Waitlist meanwhile.

Two ways I’m doing this:

 Cart For Workshop Married Girl Strategy

Married Girl Email Strategy.

If you need to, build your Waitlist for the upcoming months. Build up the demand now so you
can capture it later.

Tactic #5: Trump Card

A Trump Card is a tactic you can’t repeat often but it’s effective in a pinch.

A few that work:

1. Price Raise

I’ve been saving my Trump Card since January: Raise prices at 25%, 50% and 75% of my
Freedom Number. If you know it, and you make it public, you can get attention and sales every
time you hit a milestone because you raise prices.

It also doesn’t look douchey. It serves both as a proof of competence and as a reason to pay.

To calculate → Freedom Number (Make A Copy).

2. Red Velveting

You saw this unfold last week. I sold “The Summer $10k Bundle” instead of a usual workshop.
Just like bodybuilders want to confuse the muscle, it’s a good idea to confuse the audience.
Confusing them means they pay more attention.

You can do so by Red-Velveting what you already have:

1. Bundles
2. Courses
3. Challenges
4. Different Offer Shell Levels
5. Consequences (Take something they have away)
6. Bonuses:
a. Extra access
b. DFY component
3. Launches & Removals

Launching or removing a product also works as a Trump Card. I had a client that received 531
emails from me before he signed up. The email that made him pull the trigger? A Trump Card
where I offered extra access for the next 3 people.

Some ideas:

● 1-1 Access
● DMs
● Private Inner Circle
● Free Month
● New Community
● Bringing back something you took down

Trump Cards are not meant to be repeated. But they can be effective in a pinch.

Tactic #6: Do The Inputs. Don’t Check The Outputs.

This is more a mindset shift than a technical shift:

I don’t have Stripe notifications. I don’t weigh myself. I don’t check how many likes I get. I don’t
check my bank account. This relieves a lot of pressure because it gets you focused on what you
can control (inputs) and not on what you can’t (outputs).

You get paid for the inputs you took 3 months ago. So you might as well start doing the right
inputs now.

The right inputs as Cash Creators are the 5 Fundamentals daily. If stuff is not working then I
don’t like doing different things. I like to see what Fundamentals are missing because these are
the needle movers.

If you’re not doing them then this is the best place to start:

1. Email: Are you sending a daily email?

2. Post: Are you shredding that email into several posts?
3. List Promo: Are you promoting your list every day?
4. Conversations: Are you responding or starting conversations daily?
5. Client Delivery: Are you delivering for clients with their best interests in mind?

Since Summer I haven’t changed my strategy much. I just do more of the Fundamental inputs:
I sent 2 emails a day. Sometimes 3. I know these are the big levers. So I might as well put big
effort in them and let the pieces fall into place.

Resource: Checklists + Toolshed.

Tactic #7: Outbound

I would use this as a last resource because it’s the most tiring.

The goal is to get you to a point where you never have to do this. But if you feel it’s necessary,
then do it.

For this week you can use the Script inside Skool.

Next Monday I’m doing the Sell By Chat Workshop where I’ll show you how to

1. Get more inbound.

2. Use a 5-message script to turn them into clients with your Doc.
3. Sell with outbound (if you want to).

Tactic #8: Enjoy Your Summer

People don’t buy coaching. They buy coaches.

If your offline life sucks then your online marketing probably sucks. Do stuff. Enjoy yourself.
People are attracted to those with a life.

People talking about “lifestyle” in a closed room with perfect lighting miss the point. It’s not about
creating good content. It’s also about having fun.

Your business earned you cash and time. Enjoy it. You earned it. But do the things that need to
be done so that you won’t be set back in the later months. Use me and the community for it.
We’re all going through the same thing and we can help you.

Recap
The Summer Plan, from the easiest place to start:

Tactic #1: Start Where It’s Easiest (The Money Line)

Tactic #2: Create A Customer
Tactic #3: The AMA
Tactic #4: Offensive Waitlist
Tactic #5: Trump Card
Tactic #6: Do The Inputs. Don’t Check The Outputs.
Tactic #7: Outbound
Tactic #8: Enjoy Your Summer

Resources
1. The Cash Creators. Use us as a way to help you.
2. To get clients → Sell Without Sales Calls
3. To attract better clients → Whale Bait
4. To upsell clients → The Offer Shell