Making our partners over £1M/month since 2020 with organic marketing.
Wales, United Kingdom
Joined March 2024
- Tweets2.5K
- Following377
- Followers180
- Likes636
Pinned Tweet
The number 1 question failing coaches SHOULD ask about their marketing - but don't:
“Why do you honestly think this isn’t working?”
In the last 4 years, I've ghostwritten for countless fitness professionals, and the answer usually comes down to 3 things...
🧵
Underrated evening:
Turn the tv off.
Listen to an album, start to finish, with your partner.
Take it in turns to pick the album.
When I first started copywriting, I would do copy work for 33 minutes every morning.
Derek Johanson's Copy Hour is where I started.
It introduced me to some of the best classic advertising ever written.
Beautiful practice & I've been thinking about bringing it back.
Quick notes to my beginner self:
- Stay away from the "freedom business" stuff, you haven't earned it yet
- The moment you make progress with your skills, income etc, double and triple down
- Stay on socials but don't waste too much time there. Show people what you're doing/learning, treat it more like a networking tool
- Study winning advertising every single day and never stop, if you did this you'd be years ahead
- Pour most of your time and effort into clients that can produce the biggest results
- Acquire proof of work ASAP and talk about your results often
- Everything works but ads pay a lot better than email and are in much higher demand
- Try and get an in-house gig and work under someone at the top of their game (take a pay cut if necessary)
- Buy something for your career every month, a call, a course, coaching, whatever, you always make it back 5x
30 days ago, our Grappling Coach was paying £83 per booked call.
The funnel looked like this:
Opt in page
VSL page with Typeform
Calendly page
We made ONE single change & brought his cost per call down to £57 & booked 14 calls.
🎯 31% cheaper calls.
🎯 10X cheaper VSL views.
@SkyNews coverage of the eclipse was REMARKABLY bad.
The male presenter was rude to the female expert & seemed totally disinterested.
The crowd were intrusive and didn’t respect boundaries when recording.
There was a persistent baby crying (no one handled the audio)
I had a real humbling conversation with @AlexHartsuff about my business tonight.
Doesn’t matter what’s been before.
There’s a moment when you draw a line in the sand.
This is it.
I accidentally had a popular reel on another social media platform that illustrated this perfectly this week.
No one read the clearly labelled diagram
No one read the clearly written caption
No one listened to the clear voiceover
But they were all arguing in comments.
Morons
Life advice my father drilled into me when I was younger that hit me like a freight train again today (prolly not his exact words):
Always assume the other retard across the table is so fucking braindead they won’t understand a single thing you’re saying. Doesn’t matter if he’s wearing a $10k suit and dropping Ivy League vocab, I promise he’s most likely running on two working brain cells and a prayer.
Force yourself to dumb it down every single time. Simplify until it feels insulting. Never assume your opponent has any functioning synapses. You will be absolutely shocked how goddamn stupid most people are.
And the best part? They’re usually too scared to admit they don’t get it if you don’t do it and speak „normal“, so they just sit there nodding like idiots instead of asking for clarification. Then they fuck it up later and act surprised.
Assume everyone’s a moron.
Communicate accordingly. You’ll close more deals, waste less time, and lose fewer brain cells.
You’re welcome.
One of the scariest things anyone can do is simply decide you’re gonna stop doing what you’ve always done… and start doing something different.
I’m entering a season where we need a little extra courage. But I know it’ll pay off because it always does when you back yourself.
Day 1 of @AlexHartsuff Enterprise workshop was outstanding.
Received abundantly more than I bargained for. So pleased I had the opportunity (& courage!) to ask my question on the VIP Q&A.
This feels special, that’s all.
Coaches really need:
1. A way for your ideal people to find you
2. A way to explain how you can help them
3. A way for them to give you money
4. A way for you to provide the service
That’s it. Not:
Social media
Sales calls
Upfront / backend commitments
1:1 zoom calls
You didn't become an entrepreneur to follow instructions.
That's literally why you LEFT the 9-5.
So why are you stuck in some mentor's "proven method" from 2019?
Your ability to say "fuck the rules" IS your competitive advantage.
Use it.
If an account has a million followers, but only a few dozen interactions on their posts...
Stop comparing yourself to them.
You likely have a lot more "influence" than the influencers.
I never write for an unaware audience. Ever. Not even in ads.
The cold truth most marketers won't tell you:
If your audience doesn't know they have a problem, you'll go broke trying to convince them.
Start with the problem-aware and work up from there.
Manipulation says 'you're broken and need me to fix you.'
Change work says 'if you're ready, I'm here to contain this process for you.'
If you saw inside these huge "influencer coach" accounts, you'd be amazed at how little money most of them make.
Don't be intimidated by audience size.
Every entrepreneur has a personal "sanity number"...
I've discovered mine through trial and error:
• Above & below it, and my decision-making gets erratic
• I start dumping money into unnecessary investments
• Suddenly I'm convinced I need a bunch of stupid shit
When you know your number, you can optimise for sustainability, not just mindlessly chasing growth.
Don't just add more services. Add more ACCESS.
This year, I’m partnering with…
• Podcast studios
• Financial firms
• Creative agencies
One relationship = Multiple clients
That's leverage.
When your clients run their businesses like gambling addicts, it doesn't matter how stable YOU are.
Your business model inherits their chaos.
The hard truth: If you're serving volatile clients, you're actively inviting instability into your own life.
I learned this after years of stress cycles.
The most expensive audience to convert:
People who don't know they have a problem.
The most profitable audience to convert:
People actively looking for a solution.
Focus your energy where the money is, not where the masses are.
When every interaction with someone makes you feel worse, you eventually avoid them.
That's relationship psychology 101.
Your whole business is just relationships.