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Если ты работаешь руками, вот как выйти на 1 млн₽ — Transcript

by Михаил Тимочко · 7,023 words · 1,072 segments · language en · Watch on YouTube

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0:00About a million people work in the
0:01beauty industry. Private specialists
0:03earn 136,000 rubles. And employees make
0:0665,000 rubles. per month. But everyone
0:08dreams of one day reaching their
0:10coveted million rubles. a month. And
0:13our guest today has achieved just that.
0:15For many people, this is a magical
0:17dream.
0:17Rapid growth followed, for which she
0:19wasn't ready, both in her blog and in
0:20everything else.
0:21But now she wants to hit 5 million.
0:23What is the goal?
0:24To earn more and work less. You
0:26currently have much more in assets than
0:28the earnings figure you mentioned.
0:30Right now, you have a super-effective
0:33format in your hands. You attract
0:35people with helpful content and sell
0:37through motivational content.
0:39I do everything myself. Just while I
0:41was sitting here, I posted a reel that
0:42already hit a million. Another video
0:43also took off with 7 million views.
0:45They approved a free overwater villa
0:47for me there.
0:48You press the traffic button. But that
0:49traffic just passes you by. You have a
0:51bottleneck, it's like you're saying: "I
0:53can't even accept more money." The last
0:55time someone bought ads from me, it was
0:57for 3.5 million. I felt such greed that
0:59I shouldn't have sold it. You should
1:01sell the technology 20%of the time. And
1:0480%of the time you should sell this
1:05lifestyle. It could bring you nearly a
1:07hundred clients. Personally, I don't
1:09see any issues with you reaching even
1:1110 million a month.
1:12Wow, I'm ready.
1:13And we'll break down how to do that in
1:15today's episode.
1:16Hello everyone. We have an experimental
1:18format today. We'll do quick reviews
1:21where a participant comes, shares their
1:22request, and I say what I would do in
1:24their place. Let's go. We have Marina.
1:28Applause. Tell me, what do you do?
1:33Hi everyone. My name is Marina
1:35Irovskaya. I am a beauty blogger,
1:37influencer, makeup artist, and
1:39ambassador for cosmetic brands. I have
1:41my own products in the beauty industry.
1:43It's a basic course for training young
1:45women. I have an online makeup product
1:48for regular girls who want to learn how
1:50to do their makeup. I have an online
1:53product for experts. It's online
1:56producing and promotion on social media
1:58. And I also work in PR.
1:59Look, you just mentioned several
2:01directions and several products. Let's
2:04build a little table now. In first
2:08place, we put what brings in the most
2:11money. In second place, whatever is
2:14next. And let's take a look like that.
2:16So, the very first thing that brings
2:18the most income is what?
2:19I launch courses on online producing
2:21and social media promotion every six
2:24months. The check is currently 200,000
2:27per person. Well, on average I take
2:28five or six. These aren't recorded
2:30courses; these are live, active courses
2:31.
2:32And does that bring in the most money?
2:33Well, if we're talking a total sum at
2:34once, then yes,
2:35I see. So, the most profitable thing
2:37you know how to do is pull together a
2:39group of 5-6 people at 200,000 each for
2:40a million at once. Something like that.
2:42Well, if we're talking about a million
2:44as a one-time thing, yes. And my second
2:46product is collaborating with brands on
2:48a commercial basis. On average, I
2:50charge from 40,000 per video. Here, the
2:52budget is, well, it's not exactly a
2:53budget. The amount is unlimited. How
2:55much of your time resource does that
2:56take per month? Because
2:57And how much is it usually enough for?
2:59Uh,
2:59on average, honestly, I can handle
3:01about six videos.
3:02Six videos at 40,000 each, roughly, per
3:05month.
3:05Mhm, well, yeah, that's the minimum. I
3:07mean, I could do more. I haven't set
3:08that as a goal, honestly.
3:09I see. So, you shoot Reels for brands.
3:11That's a regular, monthly, quite clear
3:13source of income.
3:14It motivates me to film Reels that get
3:17millions of views, which promote my own
3:19products. Like just now while I was
3:21sitting here, I posted one, and it's
3:22already got a million views.
3:23Let's, let's see it.
3:25Well, this isn't an expert video,
3:26it’s not related to me.
3:27You posted the video 3 hours ago. It
3:29actually has a million views. Let's see
3:31what this video is.
3:33Makeup tutorial. Apply light matte
3:34eyeshadow to the center of the lid.
3:36Next, fill in the outer corner with a
3:38light brown shade. Apply a brown shade
3:40all over the immobile eyelid. Then,
3:42apply pearlescent shadows over the
3:44matte ones for volume. Draw the
3:46eyeliner guide and fill in the base
3:47with black liner. Apply brown eyeshadow
3:50to the lower lash line. Save this
3:51makeup tutorial so you don't lose it.
3:54Accordingly, people save it, follow,
3:56like, go to my profile, and land on my
3:58funnels. Definitely. Honestly, who
4:00feels like filming a Reel like that to
4:02get a million in 3 hours? I want to
4:05film one too now. And where does it
4:07lead? Does your expert content just
4:10lead to a follow?
4:11Yes, to a follow. I'll be honest, I
4:13recently had a crisis. I think I didn't
4:15post anything on Instagram for about
4:16three months. I was dealing with
4:18personal issues, working with a
4:19psychologist, because a rapid growth
4:21came that I wasn't prepared for—both
4:22in the blog and everything else. And
4:24this Reel, for instance, is currently
4:27for boosting stats, raising the top,
4:29getting subscriptions, and driving
4:31people to the profile. I have a website
4:33with services. I used to have a layout
4:36of three of my products. Now only one
4:38is left pinned. So people used to be
4:40able to, say, watch lessons and get
4:42warmed up. I had funnels for, let's say
4:45, regular people who aren't experts, to
4:47sell an online makeup course. It was a
4:50tripwire. It cost 5,000, as it were.
4:53And for many experts, say makeup
4:55artists, to come and learn from me from
4:57scratch, or take a basic course. And
5:00for other experts in the beauty field
5:02as well. I am my own case study,
5:04showing I could go from 6,000 to
5:05commercial work, working with brands
5:07and everything.
5:08Understood. In short, I take it this is
5:11the main format that brings you the
5:12most views and followers.
5:14Well, I recently started testing a
5:16personal format, a request came up. For
5:20now, I want to travel via barter
5:22because I'm not ready to film videos
5:24for money while traveling. So I flew to
5:26the Maldives, thinking, "Well, I'll
5:28give it a try." I had never posted
5:29those before. I went ahead and posted a
5:31video, and it hit 7 million views too.
5:32They approved a free water villa for me
5:35without any extra charge. Anyway, I
5:37thought, "Oh, that's cool,
5:38awesome." Let's see. Cool.
6:01And there were also short lifestyle
6:02videos there with my husband and some
6:04support. They also brought me followers
6:07, views, and boosted my stats. That's
6:09how I decided to move into personal, or
6:11rather, personal content, without being
6:12tied to beauty.
6:14These are all different girls, right?
6:15It's not you,
6:16is it? Well, I'm in there too. I've
6:18deleted a lot of videos now. There are
6:20videos with me where I do compilations.
6:22They were a bit higher up there. But
6:23mostly, yeah, people used to ask me, "
6:25Why is your profile like that? You
6:26promote other girls instead of yourself
6:28?" I mostly promoted myself through
6:30posts and stories, showing events in my
6:33life,
6:33and for Reels, I thought, "Well, I'm
6:35good at it, why not?"
6:37Right, understood. Look, let's go over
6:38it again. How much are you earning in
6:40total per month from all of this now?
6:42A stable 400-500 a month, without much
6:45effort.
6:45What's the goal?
6:46To earn more. To work less. By how much
6:49? More.
6:50Well, I'd like to reach a stable amount
6:52. 700.
6:53700,
6:54yes.
6:54Hmm, I see. Alright. Let's go over it
6:56again. Revenue structure. You have
6:58500,000 coming in. How much comes from
7:01where?
7:02It mainly comes from brand
7:03collaborations and the courses I teach
7:05in an offline format in Moscow. That is
7:07, with regular people. I don't work now
7:09, I don't create looks for celebrities
7:11or clients anymore. I've gone into that
7:13completely.
7:13Do you just teach regular people?
7:15Regular ones. Both those who want to
7:16become makeup artists and already
7:18established artists who want
7:19professional development.
7:21Share some numbers regarding this
7:23specific area where you sell training.
7:26How much does this training cost?
7:27The basic course for one person costs
7:2980,000 rubles. I've come to the point
7:31where—well, I was already thinking
7:33about it before this request—I think
7:35I'll launch a group, maybe charge 65,
7:37and take on, say, 8 to 10 students.
7:39So I can close a larger sum all at once
7:42. Of course, it's energy-intensive, and
7:44it clearly won't be every month. So,
7:46the price for the basic course is
7:4880,000 rubles. The price for one...
7:50Is this an in-person course?
7:52Yes, it's in-person. The price for a
7:54single session for an average girl who
7:56wants to learn how to do her makeup is
7:5820,000 or 30,000, depending on the
8:00package she chooses. And brand
8:02collaborations.
8:04Uh-huh. Wait, is the 80k for something
8:06like a profession?
8:06Yes, that's the profession.
8:08So what do people buy more often:
8:09learning for themselves or for a
8:10profession? Both. Honestly, I mix them
8:14up for myself. So, how do I do it? I
8:17don't really sell anything myself.
8:18Everything sells through my automated
8:19funnels; I don't post about openings or
8:21anything. People just write to me, and
8:23I'm like, "Oh, I have the energy for it
8:24now, I'll run a course." Cool.
8:25I see. What is an automated funnel for
8:27you?
8:27I used to have Reels, and I have
8:29Highlights. People end up coming to me
8:31from the Highlights. I have a landing
8:33page. Sometimes I post something like,
8:34"Basic course starting August 1st."
8:36People write: "Can I take it now?" I
8:38realize that, for example, they land on
8:39the website. On the website, there's a
8:41button to switch to WhatsApp. They
8:42write on WhatsApp, and that's how it's
8:44set up. I don't sell through Telegram.
8:46Through Telegram, I only sell the
8:48course with a funnel via a lead magnet.
8:50Got it. Okay. Look, I see that you
8:52actually have much more assets right
8:55now than the income amount you
8:57mentioned. First, you have a large blog
8:59, and second, the content you have for
9:02this blog is even better. I mean, you
9:04know, usually for a blog like this,
9:06it's considered good if, I don't know,
9:07your Reels regularly get 20,000 views.
9:10Your Reels, in terms of views, are
9:11basically like those of a
9:12millionaire-follower blogger. I mean,
9:13you consistently get 200,000–300,000
9:15views, so you currently have a
9:17super-effective format in your hands
9:19that I understand can be scaled
9:21infinitely in terms of the number of
9:23Reels. By the time you film your
9:25fiftieth video, people will have
9:26already forgotten what was in the first
9:27one. You can just film the first one
9:28again, and it’s basically an endless
9:30amount of content. So, you can generate
9:32as much traffic as you need. And
9:35honestly, for many people, that's a
9:37dream come true. Like, finding a format
9:40you can film and just, you know, hit
9:42the traffic button, like plus 100,000,
9:44plus 100,000, plus 100,000, and you can
9:46show them whatever you want. That’s
9:49the first thing that catches your eye,
9:50I’ll emphasize. That is incredibly
9:52cool. Seriously, you showed up, we’ve
9:53been sitting here for 3 hours, and in
9:54that time, you’ve had videos hit a
9:56million. That’s super. Well, I think
9:57a round of applause is in order. Many
9:59people would love that.
10:00Thank you.
10:02The audience from these Reels comes for
10:04beauty, makeup, and everything related
10:06to it. Logically, that’s exactly what
10:08you need to sell to them. You’re
10:09already doing it, but you're doing it
10:11in a way that, to me, feels a bit lazy.
10:14And you compensate for that with the
10:16number of different directions in your
10:19work. I see it like this: you have a
10:22super content machine, super traffic,
10:24and it's being funneled into various
10:26sales projects. You've created many
10:29different sales projects, ads, and so
10:31on. But only a little bit of attention
10:33for each one. What would I do in your
10:36place, if I had this asset or if I were
10:38your producer and all the money I
10:40earned was just a percentage of your
10:42sales? I would do the following. I
10:44would choose a main theme. Obviously,
10:47it's makeup, and obviously, it's as a
10:49profession, because, well, a profession
10:51is worth more. It actually covers both
10:54needs: learning to do makeup for
10:56yourself and earning money from it. So,
10:58in principle, this is your core product
11:00. Next, I would think about a funnel
11:04and a product line so that people go
11:06through something before they sign up
11:09with you directly. I don't know, maybe
11:12I would add some inexpensive intensives
11:15. Maybe I’d even make YouTube videos,
11:17or maybe host large masterclasses where
11:19, say, 50 people show up for 1,000
11:21rubles. And then, 25 of them convert
11:23into some kind of course. Maybe not
11:25even with you personally, but with your
11:27team. In short, I would take this theme
11:30of offline makeup training for a career
11:32and profit, and I would push it to the
11:34max. What exactly would I do? Let’s
11:37go through it point by point. First of
11:39all, I wouldn't just sell it like, well
11:41, here's a link, here's a pinned post,
11:42maybe you'll find it somewhere. I would
11:46clearly detail the sales windows, I
11:48would make loud announcements, I would
11:49do at least some minimal pre-heating,
11:51like showing graduates, their work,
11:53their reviews, their results—all
11:55those points about how you can actually
11:57make a hell of a lot of money from this
11:59. That’s the kind of pre-heating I
12:01would do. If you’re too lazy to do
12:04this, I think you can easily find
12:05someone to do it for you. But the point
12:08is, it needs to be emphasized, it needs
12:11to be frequent, and economically
12:12speaking, you can accommodate way more
12:15than the five or six, or ten people you
12:17mentioned per group.
12:19For the basic course, I thought up to
12:21ten would be more acceptable for me in
12:24terms of effort. I also want people to
12:26actually learn, not just show up. The
12:28result is important to me too.
12:29Okay. Well, look, you could do
12:31something like personal work with your
12:33feedback, and so on. Conceivably,
12:36that’s a more premium tier with 10
12:38people, but you could also think about
12:41a more general, accessible tier with
12:43more people. And, I don't know, maybe
12:46they get everything else, but without
12:48personal feedback from you, or maybe
12:50another specialist from your team
12:52handles it. That’s a solvable issue.
12:56I had a master group of 15 people at 3
12:58million each with personal work with me
13:01, and 45 people at 800k to a million
13:04without personal work with me. I also
13:08thought it was impossible, but we hired
13:10good mentors who earned like 1.5 to 2-3
13:12million there too. Also some very cool
13:15producers. Plus live sessions with me
13:17in a room like this—eight sessions
13:19plus work with mentors, plus one review
13:21with me at the end for those in the
13:22general group. And in principle, it
13:25worked out well. Well, and those who
13:27paid 3 million had eight reviews with
13:29me. So, yeah, that’s it. Basically, I
13:31would think about how you could expand
13:33your product. So you could earn more
13:35from it. That’s one of the paths.
13:37Raise prices for the premium one, add a
13:39more accessible one, and increase the
13:41number of people in the accessible one.
13:43If it’s currently 10 people at 80k,
13:46make it, say, 10 people at 100-120 k
13:49and another 15-20 people at 40-50 k,
13:52where you aren't the one leading them.
13:56I don’t know how you can solve this
13:57technologically right now. Not even
13:59technologically, how do you solve this
14:01physically? So many people, it goes on
14:04for 5 days,
14:04yes,
14:05it’s tough. That’s why I created an
14:07online product, for instance. I want to
14:09launch a course now, too. It already
14:11existed, there was a launch. I didn't
14:13really put much into it, just posted a
14:15couple of stories and sold 100,000
14:16worth. And I wanted to use your formula
14:19, the Cashew one, to make a million: a
14:225,000 price point, 20 sales.
14:24You’re asking physically, how do you
14:25do that? What’s the bottleneck? Look,
14:28you explain and demonstrate once for
14:30everyone,
14:31right? And then comes the practice part
14:32, where I have to go up to each person.
14:34Exactly. But do you really have to go
14:35up to each one?
14:36People will want me to approach them.
14:37I’ve been in this field for a long
14:38time.
14:39Well no, look, again: if you sell it in
14:41a way that you’re in the room with
14:43them anyway, and there’s a certain
14:45quality standard being met—it feels
14:47like it’s just your belief that you
14:49personally have to go up and say, "Good
14:52" or "Bad." I mean, if instead of you,
14:55another master in your brand's uniform
14:57comes over—someone you introduce at
14:59the start as your partner or whatever
15:00—and they go up and say, "No, this
15:02eyeliner wing is crooked," what
15:04difference does it make if it was you
15:06or the master? Globally, none. Look,
15:09what’s being sold is that it’s your
15:11face, they trust you, and they want to
15:13do it like you do. You have to be in
15:15the room, you have to be the one
15:17teaching, they want to listen to you.
15:20But there’s no mandatory requirement
15:22that you personally have to draw the
15:24eyeliner wing for everyone. So, again,
15:28this is my hypothesis, you have your
15:29hypothesis of how it worked before, but
15:32I’m 80%sure that if you try it,
15:33you’ll find out that it works that
15:35way too. Basically, if you gather, I
15:40don't know, not 10 people but 30: you
15:42handle some selectively, and there are
15:44three assistants walking around who
15:47give them even more attention than you
15:49alone could give to ten with a set
15:51process. As long as they’re caring,
15:55smiling, positive, and definitely
15:56trained by you—some certified pros
15:58walking around—they provide feedback,
16:00and you walk around randomly giving
16:02feedback too. It’s basically the same
16:05thing. My mentors have actually managed
16:07launches. How is that a more complex
16:10and responsible matter than, say,
16:12eyeliner wings? I don't mean to
16:14downplay permanent eyeliner, but in
16:15terms of, like, the person doesn't
16:16really lose anything there. Well, I
16:17mean, except for an eye. Oh, come on,
16:19no, I mean in terms of the blowback,
16:21like, "this side is more even,""this
16:24side looks bad," and so on.
16:25Responsibility, well, it turned out
16:27looking bad, yes. With a course launch,
16:29the responsibility could be, I don't
16:30know, missing out on 10 million, lost
16:32reputation, and so on. And yet, mentors
16:34managed it and handled it. The question
16:36here is the quality of these mentors,
16:38how I introduce them, and how well I
16:40sell them. And these are solvable tasks
16:42. It could be that someone buys my
16:44product and goes to work with a mentor
16:46I vouch for, someone I recommend under
16:49my supervision, and perhaps under yours
16:51too. That is exactly what I would do.
16:53First, you have a bottleneck; it’s
16:55like you’re saying you can't even
16:57accept more money. It comes down to my
17:00time, but in reality, that shouldn't be
17:02the case. Your business should be built
17:04so that you can accept as much money as
17:06you want. I mean, if I come and say, "
17:09Listen, my wife Amalia decided today to
17:11do a collaboration with her beauty club
17:13and send 100 girls to get trained in
17:15eyelash extensions. Will you take 100
17:18people, and we split the profit 50/50?"
17:20Right now, you'd say, "No, what the
17:21hell, 100?""No way we're talking about
17:25that."
17:25But it should be that you say, "100 is
17:27no problem at all, even 500 would be
17:28fine." I mean, you shouldn't have this
17:32bottleneck for accepting money, because
17:34it blocks your marketing, it blocks
17:36your blog activity, and the way you
17:38sell right now—saying something like,
17:40"well, just here's a link." It's clear
17:43why that is. Because when you have a
17:45sales limit, you don't have to try hard
17:47. And for you, it's even a point of
17:50pride, like the fact that your group is
17:52always sold out. Even though you just
17:54occasionally post a link there. But
17:56again, that's all because that group is
17:58always sold out. But if you make the
18:01group larger, more expensive, with
18:02lower tiers, you could earn not one
18:03million from it, but, for example, five
18:05. And you realize, "I can handle five."
18:08I mean, if I'm actually doing this and
18:10running it, and five is really there,
18:12then it turns out your marketing isn't
18:14excessive, it's insufficient. And then
18:19you get this feeling: "Okay, we've set
18:21up this whole operation with these
18:24three lash techs, we rented a bigger
18:27space, filled it maybe 30%, I need more
18:30clients." And then I think, well, you
18:33don't have a traffic shortage; you have
18:35a free traffic button. You can generate
18:38reels endlessly. These reels will lead
18:40into a funnel. I mean, it seems to me
18:42that if you’re sufficiently focused
18:44on this issue, if you really need to,
18:46you could gather 100 people. I see
18:49absolutely no reason why you would have
18:51any client limitations, given your
18:53ability to make these reels, get
18:55hundreds of thousands of views, and
18:57control million-view numbers. I mean,
19:00even that million-view reel you just
19:02had take off—if it led to some kind
19:04of follow-up lesson, a funnel, and so
19:06on—it alone could fill a group of 100
19:08people. That one million-view video
19:10could fill a group of 100 people. The
19:11issue is that you don't have one, and
19:13you don't even have the capacity for it
19:14. People don't even suspect that it
19:15exists.
19:15There was no demand, right.
19:17So, the first and most obvious
19:19bottleneck is your production process.
19:21You need to scale it up. You need to
19:23make it so that your 10-person group
19:25isn't a sell-out. It should be like 15%
19:28capacity, let's say. So you’d think,
19:31"Yeah, 10 is okay, but we could take 40
19:33more." Understood. You need to think
19:36about how to find these people, finish
19:37their training, get them cool branded
19:39lab coats, coach them, hold a separate
19:41training session for them, teach them
19:42how to teach, conduct a
19:43trainer-the-trainer workshop, set up
19:45protocols, take on three test students
19:47for them to lead, and ensure those
19:48students are satisfied. That all makes
19:51sense, right? But the fact is, it could
19:54be that way—just so you fix this
19:55image in your mind right now—it could
19:56be that way, that’s the first step.
19:58And after that, you realize that it
20:01seems you need more sales. And from
20:03there, you can organize it all more
20:05systematically. How would I do it if I
20:07were you? You have this product, you
20:10launch it every so often, regular
20:12launches like once a month. Objectively
20:14, how many times can you do it a month,
20:15or every two months?
20:16The problem is that I’ve actually
20:18taken this basic course into individual
20:20management right now, because I...well,
20:22I explained it, I also film reels for
20:24brands for money during this course.
20:27Like that. It's unclear about the
20:29brands for money.
20:29So, I decided to combine two things
20:31into one. I thought, why should I go
20:33and hire a model and rent a studio
20:34separately? I’ll just run a basic
20:36course with one student, and at the
20:38same time, I’ll cover my Reels and
20:40everything else. Basically, I’m
20:41getting a whole month's worth of
20:42content in one course.
20:43Well, that makes sense. See, again,
20:45brands come to you for your traffic
20:47because it’s profitable for them,
20:49since you don't know how to turn your
20:51traffic into money. They pay you, and
20:54you’re willing to sell it for that
20:56much because, for them, it actually
20:59converts into cash. For you, that
21:01traffic is just passing you by. Again,
21:03it’s the same problem: limited groups
21:05, tons of excess traffic,
21:07and you’re like, "I have so much
21:08traffic, I might as well just sell it."
21:10Do you see? Right. But when you know
21:13how to monetize your own traffic, you
21:15don’t need to sell ads. What’s more
21:17, the last time someone bought ads from
21:19me, they paid 3.5 million. And do you
21:21know what I felt? I felt, dammit, I
21:23don't want to sell it. Like, I sold it,
21:25but then I felt so greedy that I’d
21:27even done it in the first place. I mean
21:29, I posted the podcasts and tagged them
21:31, but it felt really unpleasant. It
21:33felt like I had just given away
21:35something super valuable. In short, I
21:37didn’t even feel like it was
21:38profitable for me. So, there you go.
21:40And later, I was offered many times to
21:42sell ads for three or four million, and
21:45if we’re talking about others, then
21:47even more incredible figures. I mean, I
21:50just know I don’t want to do it.
21:52Obviously, some of it is a scam, and
21:53I’m just against that. But even
21:55normal advertisers don’t interest me
21:57because I know that my own products
21:58monetize this same audience much better
22:00. They pay you with the expectation
22:02that they’ll earn five times more
22:04from you. You could be the one earning
22:05that by selling out. My videos sell out
22:07my workshops.
22:07Yes. Yeah. So, they end up making five
22:10times more from you than you make
22:12yourself. Exactly. Even though you
22:14could be keeping all that money for
22:15yourself. So, we need to expand the
22:16product. And all that traffic, it turns
22:18out, isn't extra anymore; it needs to
22:20be funneled into your products. And
22:22after that, you can look into the
22:24content formula for sales models.
22:26Especially those last lessons—I’d
22:28suggest picking any of those models.
22:30But what would I do? I would mix a few
22:32different ones. So you have your main
22:34course, let's say, every two months, or
22:36is it once a month?
22:38I hold the basic course once a month.
22:40Once a month, even better, once a month
22:41. All right. You publish a schedule so
22:43people know that we start every 10th of
22:46the month, for example. And then you
22:48just test different funnels. Do you
22:50have a regular funnel running from all
22:52your Reels? You direct them to code
22:54words, to masterclasses, like a five or
22:56ten-minute video, and then you sell. An
22:58important transition. Um, you are
23:00currently attracting a lot of traffic
23:03because you are apparently a great
23:05expert. I mean, this technical part,
23:07how to apply makeup and so on, is
23:09clearly so valuable to you that people
23:11come for it. But what’s important—I
23:14don't know what your funnels look like
23:17or what you convey, but in terms of
23:19selling your product, the technical
23:21part is, let’s call it, half of why
23:24people buy. The other half of why they
23:26buy is because they want to live your
23:28life. They want to be just as beautiful
23:30and successful, sitting there in a suit
23:33like that, I don't know, traveling
23:34around Moscow. Most likely, you also
23:36take business-class taxis and eat at
23:38certain restaurants. They want that,
23:40this whole emotional layer. I don't
23:44know how much of this is currently
23:46embedded in your funnels, but if I were
23:48selling you again and I were your
23:49producer, I would put 20%of the focus
23:51on: "Well, actually, look at these
23:53lashes, they are the best," and: "Well,
23:55actually, this is how we do them,
23:57it’s really cool." And here is the
24:00technique on how to do it. So, that’s
24:0120%of the content. The remaining 80%of
24:04the content should be about the fact
24:07that, actually, girls earn a lot of
24:09money, and I live this great life
24:11precisely because I do this. And also,
24:14I am one of the people who really knows
24:16how to attract clients for this. And so
24:19, in short, you should spend 20%selling
24:21the technology, and 80%selling this
24:23lifestyle, the fact that you can earn
24:25money from it, that you run a blog
24:26about it, that your clients are growing
24:28, and, in short, that whole idea. And
24:33you attract people with helpful content
24:34, but you sell with motivational
24:36content. And your funnel should be
24:38built exactly that way. You say
24:39something like: "And now, well, I don't
24:41know, here's your Reels." You say: "Now
24:43message me a word, and I'll send you an
24:45exclusive lesson with the 10 most
24:47popular makeup looks." There. And I
24:51don't know, you give them this file, 10
24:52makeup looks, but in the video you say,
24:54well, of course, we won't go over them
24:55right now, because the most important
24:57thing is how to make money from them.
24:59Let me tell you how it works for me. I,
25:01you know, do this, this, and this. And
25:03here’s my student who had three kids,
25:05her husband left her, and she was
25:07crying.
25:08I have a case study like that.
25:09There. Yes, she was crying, thinking
25:11about how to feed her kids. And
25:12there’s an actual video of her
25:14sitting there to sad music. I don't
25:16know. There. But she took the leap,
25:18joined, and now she’s earning 200,000
25:20and bought an apartment. Basically,
25:22it’s supposed to be like, holy cow,
25:24wow, cool, I want to do this too.
25:27Because those stories spark the desire
25:30to do it, while the makeup tutorials
25:32just provide the trust that you
25:34actually know your stuff. Desire
25:38ignites that emotional layer, so you
25:40have a lot of this useful content, and
25:42it works great, it brings you tons of
25:44attention. Then you channel that
25:48attention into a motivational layer, to
25:50videos where you can, you know, mix
25:52things up, like, I don't know, doing
25:53makeup while giving useful advice. And
25:56you tell all those triggers, student
25:59stories, all that inspiration. And that
26:01constantly gets you applications for
26:03the pre-launch list. For example, this
26:05video should always say something like
26:07we start a new cohort every 10th of the
26:09month. If you see this video and it's
26:12not the 10th, just submit an
26:14application, and when sales open,
26:16we’ll let you know. And you should
26:18constantly be building a pre-launch
26:20database with these kinds of views.
26:23There should already be, I don't know,
26:24like 50,000 people in your bot, which
26:26regularly sends out announcements for
26:28when sales open. All the useful
26:30information goes out through this bot.
26:31So, what's next. So, anyway, in that
26:33list in your database, you should
26:35already have—again, just looking at
26:37the view counts—if you had really
26:38attached code words to all of them,
26:40like a bot for 50,000 people, where you
26:42just announce in that bot even without
26:44stories, like: "It's the 10th, looks
26:46like it's time to join, 20 new people
26:48are being accepted into the group," it
26:50would just happen instantly like that.
26:52And, you know, a message comes in
26:53immediately: "Sold out." You can't sign
26:55up anymore, like, a few hours later.
26:56That’s how I see it. It works. This
26:58is your evergreen funnel that works
27:00this way. And then there are launches,
27:02where every month in your stories you
27:05just broadcast your beautiful life,
27:06periodically mentioning that it’s
27:08actually thanks to what you do. A week
27:11before the launch, you start showing
27:13student cases, talk about what’s
27:14going to be in this cohort, and sell.
27:17You have enough resources and assets to
27:19sell at a higher price and to a larger
27:21number of people. And I see that you
27:23could earn at least a few million a
27:25month this way without selling
27:26advertising. That’s the combination I
27:29see for you. What if, for example, we
27:32look at an online producer so that it
27:33happens without my participation?
27:36That’s possible too, look, I just
27:37started from what you already have now
27:39and how it works.
27:40And even with this, as just a next step
27:43, you can optimize it and earn much
27:45more. Online is even more. It’s like
27:48another next step that also suits your
27:50case. It will just be another funnel. I
27:53would probably start with what exists
27:55now, so as not to, how should I put it,
27:58add anything unnecessary. If we are
28:00talking about a goal of 2-3 million,
28:01it’s already doable this way. That is
28:03, without new entities. You reach a
28:05certain ceiling, realize there are
28:07still other regions and more traffic,
28:08and you create a course. And your
28:10traffic will be enough for a course too
28:12. Your traffic might even be enough for
28:14a club. Like some kind of community
28:16later on where all the people who have
28:18completed all your programs will end up
28:19. Yes, that’s possible. But I would
28:21still, probably, start with what is
28:23already working in this optimized
28:25format. Let’s talk about the team and
28:27sales, how is that set up for you right
28:29now?
28:29I do everything myself.
28:31Right.
28:32And I, while sitting here today, even
28:34wrote in my top ten list that I
28:36realized I need a team; I'm on my own,
28:38and I spend too much time on things
28:40because there are events, projects with
28:42stars, and the blog. Basically, my
28:45initial request was about having a
28:47strong lack of focus. I can’t keep up
28:49with this, that, or the other, but
28:50I’m interested in all of it.
28:52I see. For this, you definitely need a
28:54person, and I would start by simply
28:57looking for, well, you can call them
28:59either an assistant or a director. In
29:02short, it’s one person who will first
29:04help you with everything, and then they
29:07will find all the specialists and so on
29:10for you. I mean, the scheme is this:
29:12you always find one key person, and
29:13then they find everyone else. That’s
29:15generally how a team is built. You
29:17don't need to hire every single person
29:18on the team yourself. You need to hire
29:20someone, just one person, and then they
29:21handle everything else. Of course, with
29:23you. Clearly, it all goes through you.
29:25You approve everyone, and most likely,
29:26you’ll be in all the interviews, too.
29:28But globally, you just need to bring on
29:30one person right now. That’s how I
29:32see it. Look, you need to think about
29:34what your strengths and weaknesses are.
29:36I see two profiles of people you might
29:38need right now. The first profile is a
29:41super commercial, money-oriented
29:43producer like me, you know, who will
29:45come in and say: "Oh, how much money is
29:47here? Why is this like this? No warm-up
29:49sequence? Why are there no
29:50notifications, why is there no bot? Why
29:52is there no code word in the Reels? Why
29:53is there no waitlist? Why is there no
29:54sales department? Basically, everything
29:56related to making 10 times more money
29:58here. That's the first type of person;
30:00maybe you need them, or maybe you are
30:02that person yourself. I honestly don't
30:04know, you're good at making content.
30:06Maybe you're a little bit like that
30:07yourself. The second option is a"
30:09systems person "who, conversely, says:"
30:12So, we need three of these specialists.
30:15The specialists need to be able to do
30:16this and that. Let’s set up this
30:18system here, that one there, let's fix
30:20this, configure that, secure this, and
30:22back up that. "In short, which part of
30:25yours is suffering more—the
30:26commercial side or the systems and
30:28organizational side?
30:30My part was suffering, as a girl, yes,
30:32that was my request. I helped everyone
30:34else build their business from the
30:35start, you know, experts and such, but
30:37I didn't do it for myself. I started
30:38doing it myself, realized I hit a wall,
30:40I can't keep up, and I have the
30:42knowledge, but I realize I need a
30:44person to whom I could delegate tasks,
30:45and they would do them, because
30:47Yes, you need someone more systematic.
30:49Systematic, but also someone who, for
30:50example, I send the material to, they
30:52edit it for me, but exactly how I say,
30:54because it's already a working scheme,
30:55proven tools.
30:56Well, I sense a commercial streak in
30:58you, yes. So, you just need an
31:01executive person who nonetheless
31:03understands marketing, sales, and
31:05processes, but who will differ from you
31:07in the following way. You are like fire
31:11, a spark, you create all this, this
31:13storm, you build it all up, and they
31:15should systematize it, put it on
31:17shelves, organize it, finish it, and
31:19make sure it doesn't all fall apart.
31:22Well, yeah. Yes.
31:22Oh. Actually, well, perhaps I want to
31:24delegate, but I haven't had that
31:26experience, but I would be ready, well,
31:28to hand this part over to a person.
31:30Well, I see. So, in short, you describe
31:32who you need, take Claude or GPT,
31:34dictate a 3-minute voice message into
31:36it, explain roughly what they should do
31:37. It creates a job posting, you throw
31:39it into the cache, and find them. First
31:41option. Second option, maybe someone
31:43from the audience will come up to you
31:45and offer, saying they want to work
31:46with you. For example, I am absolutely
31:49sure that if I had nothing in my life,
31:51I would be acquainted with you, with
31:52the knowledge I have now. I would just
31:55come to you, I would generate an extra
31:573 to 5 million for you every month.
32:00Well, for sure. Like, purely on
32:01everything I would implement for you,
32:04that I know how to implement. Such
32:06people exist, they know how to
32:07implement it. They are, conversely,
32:08walking around looking for someone to
32:09implement it for. Like, you should make
32:11proper funnels, you should build a
32:13sales department, at least some
32:15correspondence, like make a product so
32:17that there are different tariffs, some
32:18installment plans, connect payment
32:20formats, well, there's a lot of things.
32:23You need a person like that. That's the
32:24technical side. But the most important
32:27thing that we've birthed here with you
32:28in this breakdown is the final vision
32:30of how it will be. Let me go over it
32:32with you now, roughly how it will be.
32:34Every month you have a product in which
32:36there are several tariffs. There’s a
32:38high-ticket plan, for instance, for
32:39150,000 rubles. with you. There’s a
32:41basic plan for, say, 50,000 rubles. but
32:43not with you. Five or six people can
32:45join the premium one. 15 to 20 people
32:47go into the basic one. And you realize
32:50your traffic isn't even enough to fill
32:52the whole group sometimes. You reach a
32:56state of constant sell-outs and a
32:57relaxed mindset like" we made 4 million
33:00, could've made 5, need to sell more. "
33:03Now, this product can hold as many
33:04people as you want. Next, you realize
33:07your Reels are essentially endless
33:09traffic that you should funnel to fill
33:12these groups of 30 or 40 people every
33:14month. Right. And you do exactly that.
33:18You no longer view Reels as a way to
33:21just boost stats. I heard you say that,
33:24to raise account statistics for
33:26advertisers.
33:28Right now, working on boosting stats,
33:30which
33:31is a million-view Reel. Are you serious
33:32? The point isn't to boost stats; the
33:35point is that it can bring you a
33:37hundred clients if a funnel is built in
33:40and everything is done right. In short,
33:42you have this eternal funnel that
33:44generates people into a bot. They watch
33:46a nurturing video sequence, gather
33:48steadily, and once a month the bot
33:50opens sales. And 50,000 people might
33:53just sit there waiting for the launch,
33:54constantly joining these groups. Well,
33:57just simmering there. For example, we
33:59have a bot like that in Cashu, and the
34:01bot itself, separate from Stories, is a
34:03strong, independent tool that drives
34:04sales. Meaning, we just announce
34:06something sometimes and people sign up,
34:08we announce and they sign up. That’s
34:09how it works. It’s working for you
34:11constantly. Plus, once a month, you do
34:14a 5-day warm-up where you showcase how
34:16beautifully and successfully you live
34:18and how much your students 'lives have
34:20changed thanks to the course. That
34:22really helps push the sales, too. And
34:25maybe later, the next step emerges: a
34:28personal brand and training for all the
34:31masters. Like, once they’ve learned
34:33to do that, you say," And if you want
34:35to run a blog like I do, sell like I do
34:37, and maybe even teach like I do. "
34:39That’s a completely separate product.
34:40I actually have such a product. I’m
34:41launching it right now.
34:42Well, yeah. Yes. It should be quite
34:44expensive and run less often, maybe
34:47every few months, and people come to
34:49you for 200,000–300,000. So, yeah?
34:52Well, there you go. So, basically,
34:53people get funneled into it, and it’s
34:55the next upsell after they’ve
34:56finished the basic course. Like, they
34:59go into this, well, advanced, I don't
35:00know, media course. And then, when you
35:03feel at some point that you’ve hit a
35:05ceiling, you say," Right, now we’re
35:07taking off all the limits and doing a
35:08mass online course for even more people
35:10. "Then the funnel gets really intense.
35:14A person finishes the online course,
35:15goes offline, and maybe they liked it
35:17so much that they do the same offline
35:18course again, but on a premium tier
35:19with you. Then, after learning how to
35:22do it all, they say," Now I want to
35:23develop my blog. "They go to your
35:25fourth product. You have an ideal
35:27product line, and you have Reels that
35:29give you traffic under your control.
35:31You have no issues with traffic, no
35:32issues with positioning, and you have a
35:34super broad niche for women
35:35specifically for Instagram. I don’t
35:37see any reason why you couldn't even
35:39hit 10 million a month. Wow.
35:41I’m ready.
35:42Cool. That’s it. Thank you so much.
35:45Thank you. Thanks.
35:47Done.

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