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$629k in 30 days selling digital products... 7 SIMPLE principles — Transcript

by Richard Yu · 2,666 words · 414 segments · language en · Watch on YouTube

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0:00$629,000
0:02in the last 30 days. Watch. Now, that
0:04number took years to be able to do. A
0:06team and a lot of expensive mistakes.
0:09So, that is not what I'm teaching you
0:10today. What I'm teaching you today is
0:13what I would do if I woke up on Monday
0:14morning with none of it. No product, no
0:17audience, no email list, no money.
0:19And I know [music] that starting points
0:21because it's where I started just a few
0:23years ago.
0:24One $500 product and nobody following
0:27me. Seven principles and the order I
0:29actually do them. And I'll warn you
0:31right now, number two is going to annoy
0:33you. It's also the one that changes
0:35[music] everything. So, pay attention
0:37for it. Because here's what I've learned
0:39working with over 3,000 [music] clients.
0:41The ones who stay stuck are almost never
0:44stuck [music] because they're lazy or
0:46because they picked a bad niche or
0:48because the algorithm has it in for
0:50them.
0:51They're stuck because nobody ever gave
0:52them the order. Five things at 10%
0:55instead of doing one thing at 100%.
0:58And if that one stung a little, then
1:00this video is for you. Number one, the
1:02one thing until it works. Somebody
1:05messaged me last week almost
1:06word-for-word, "Hey Richard, I'm
1:07building a course. I've got a faceless
1:09page going and I'm about to launch a
1:11newsletter. I'm also looking at drop
1:13shipping." One question back, "Which one
1:15of those has made a dollar?" None of
1:17them, obviously.
1:18You see, starting five things is not
1:20diversifying. It's five different ways
1:21to [music] quit. Every one of them is
1:23sitting in the hardest stage at the same
1:25time. The beginning.
1:27The beginning where you have no
1:28feedback, no money, no proof that you're
1:30not wasting your life. So, none of them
1:32ever get far enough to work.
1:34You see, when you focus on one product,
1:35one platform, and one offer until it
1:38makes money, the real question isn't
1:40whether to pick one. It's how you pick
1:42which one. So, here's my rule and it's
1:44the least romantic advice I'll give you
1:46all video. Pick the one where you can
1:47already see other people getting paid.
1:49Not the one you find most interesting.
1:51The one where money is visibly changing
1:53hands because that means somebody
1:55already proved demand and you don't have
1:58to.
1:58And the thing you keep calling a traffic
2:00problem is rather a focus problem
2:03wearing a costume. Pick your one, say it
2:06out loud, close out all the other tabs.
2:08Number two, don't build what you can
2:10borrow.
2:12Now that you've picked your one thing,
2:13now you go build a product. And this is
2:16where most people lose the next 6 weeks.
2:17They sit down, they go to ChatGPT, they
2:20go to Claude, and they try to think and
2:22talk their way to building a course
2:23before a single human has even said that
2:25they paid for it. They finish it, they
2:28post about it, and then nothing happens.
2:30Crickets. Silence.
2:32And then they decide that they're bad at
2:33this. Listen, they were not bad at this.
2:35They just answered the wrong question
2:37first. You see, you do not have a
2:38product problem, you have a distribution
2:40problem. The product already exists.
2:43There's marketplaces where successful
2:45business owners have already built
2:46quality products. They've tested them,
2:48they've priced them, they've proven that
2:50people are willing to pay for them. And
2:52they'll pay you a generous commission to
2:54bring them a buyer. There's a word for
2:55that. I'm going to properly define this
2:57in a sec, because people throw it around
3:00without ever explaining it. It's called
3:02product arbitrage. It means you're
3:03standing in the middle of a sale that
3:05was going to happen anyways, and you're
3:07taking a generous cut for connecting the
3:09two sides. You're the bridge. That's the
3:11whole job. And here's where these
3:13products live.
3:14A marketplace is a shelf. People who
3:17have built digital products put them on
3:18this shelf, and they publish exactly
3:21what they'll pay you for bringing them a
3:23buyer.
3:24That payment is called the commission,
3:26and it's printed right on the product
3:27page. Look.
3:29Let me make that real, because
3:30percentages are slippery. A $500 product
3:33paying 70% puts 350 in pure profit in
3:36your pocket for one sale. On something
3:38that you did not make yourself. And the
3:40price tag isn't the story. A $3,000
3:42product paying 20% puts 600 bucks in
3:45your pocket. It's a bigger price point,
3:46and it took running that number to know
3:48that. Hold that thought, because number
3:50five is entirely about this one thing.
3:52So, why would anybody hand over half of
3:54a sale? Because a digital product costs
3:56technically nothing to copy. Right? No
3:57factories, no shipping, there's no
3:59warehouse. The hundredth copy costs
4:01exactly the same as what the first one
4:03costs, which is absolutely nothing. So,
4:05they can give you 50% of the sale and
4:07they can still stay profitable. So,
4:08technically it's not really generosity,
4:10it's just math. And right now, right
4:12about here you're thinking, "Well, isn't
4:13this too saturated already? Why would
4:15anyone buy from me?" Both of these are
4:17fair. I'll answer them at number seven,
4:19honestly. Hold on to that thought. For
4:20now, before you build anything, find
4:23three products in your space that
4:24already sell and already publish their
4:26payouts.
4:27Check the payout, not the idea.
4:30And number three,
4:31know your numbers before you have any.
4:33Now, you've got something to sell and I
4:35know exactly what happens next because
4:37I've watched this happen a few thousand
4:39times. You post, you wait, you refresh,
4:42and you tell yourself you're gathering
4:44data. You're not gathering data, you're
4:46just hoping.
4:47So, here's the thing that fixed this for
4:50me and it's going to sound way too
4:52simple.
4:53You do not need data to do math.
4:56Let me just run it.
4:57These are example numbers to show you
4:59the shape of it. Yours will be
5:01different. Say you want to make $5,000
5:04in a month
5:05and the product that you pick sells for
5:07500 bucks.
5:08$5,000 divided by 500, that's 10 total
5:11sales.
5:1210 sales across four weeks, three sales
5:14a week. Now, how do I know that those
5:17actually happen? For me, it's been one
5:19in 10 in the messages. So, three sales
5:22needs about 30 real conversations in a
5:24[music] week.
5:25Get someone on a quick call instead and
5:27it's closer to one in three. That's nine
5:30calls or some mix of the two. Now, look
5:33at what just happened because this is
5:34the part that actually matters.
5:37There's 30 conversations. That's the
5:39number, not views, not followers, not
5:40going viral. And here's why that changes
5:43everything.
5:4430 is a number that you can finish. You
5:46cannot finish go viral.
5:48It has no bottom and no end, which is
5:50exactly why it's so good at making
5:52people quit. 30 conversations is a
5:54Tuesday, a Wednesday, and a Thursday.
5:56It's work and it ends.
5:58So, every piece of content that you make
6:00has exactly one job. You can measure
6:03whether it did it. Did it produce
6:04conversations? Do the math before you
6:06post again. Your target divided by your
6:08price divided by four. And then you work
6:10backwards from there. Write that number
6:12on something that you'll see on Monday.
6:14Number four, one way to get those
6:16conversations. You need 30 conversations
6:18a week. Let me give you the one that
6:20almost nobody is willing to do because
6:22it's the one that actually works.
6:24Offer them 15 minutes. Somebody messages
6:27you asking about the thing. Instead of
6:29pitching, you say, "I'll jump on a quick
6:31call, share my screen, and I'll show you
6:33exactly what I do in your situation."
6:36Not a sales call, a real one. 15
6:39minutes. Here's why this works, and it's
6:42not because you're a brilliant closer.
6:44Your competition simply will not do it.
6:46It doesn't scale, it's slow, and it's
6:48uncomfortable. Which is exactly why it's
6:51sitting there, available right now to
6:53you.
6:54The sales are found in the
6:56inefficiencies. Write that one down.
6:58Four of those in an hour and the math
7:00from a minute ago stops being
7:02theoretical. Now, to get anyone into
7:04that conversation in the first place,
7:06two things need to happen. First is
7:07speed. When somebody messages you, the
7:09clock is running. Reply inside 15
7:11minutes if you can. Interest has a short
7:13half-life. Second, what you actually
7:16say. Two pieces in this order. Name what
7:18they did. "Hey, appreciate you
7:19commenting on that video." And then
7:21[music] ask why they did it. "Hey, I'm
7:23curious. What made you comment on that
7:24one?" Naming it reminds them that they
7:26came to you. Asking why puts them in the
7:29position of explaining their own problem
7:31out loud in their own words. And now
7:33you're not chasing anybody. And one
7:34thing you don't do, do not send the link
7:37yet. You know that feeling. Somebody
7:39asks you a question, you send a link,
7:40and then nothing happens. Message seen,
7:43silence. That is not rejection. That's
7:46asking for money before you've earned 30
7:48seconds of trust. Number five, sell
7:50things where one sale actually matters.
7:53Now, back up to the moment you picked
7:54that product because there's a decision
7:57buried in that that quietly decides how
7:59your next six months are. Almost every
8:02beginner picks the cheap thing, the $9
8:04ebook, the $20 template. And that logic
8:07feels right. It feels air tight. Cheaper
8:10is easier to sell, lower risk for the
8:11buyer, less pressure on me. So, let me
8:13show you what cheap actually cost you.
8:15Back to the $5,000 month. At $20 a sale,
8:18you need 250 sales. At $500 a sale, you
8:22just need 10 sales. It's the same month,
8:24same effort per conversation. One of
8:26those numbers is a full-time job. The
8:28other one is doing the work on a
8:29Tuesday. So, which one sounds easier to
8:31you? Finding 250 people to convince you
8:34to pay money or just having 10 real
8:36conversations? Cheap is not the easy
8:37path. Cheap is a high volume path. And
8:40volume is one thing that a beginner does
8:42not have. But, remember what we did back
8:44at number two? Because it was the actual
8:46filter. It was never the price tag. It's
8:49what one sale pays you. Check the payout
8:51before you pick the product. And one
8:53non-negotiable on top of that, would you
8:54personally be comfortable if somebody
8:56you actually like bought this?
8:59If the answer is no, walk away. There's
9:01always another product, but you only get
9:03one reputation. Number six, sell three
9:06things in order. Listen, you've got the
9:08product, the number, the conversations
9:10are happening. Now, you actually have to
9:13sell.
9:14And this is where I watch people go
9:16quiet and start apologizing for
9:17existing.
9:18Selling isn't one thing.
9:21It's three sales and they happen in a
9:23fixed order.
9:24The first sale is selling them on
9:26themselves. Before anybody buys
9:28anything, they have to believe that
9:30someone like them can actually do it.
9:33Not someone smarter, not someone with
9:34more time, just them.
9:36Say you're selling a product about
9:38getting better at a video game.
9:40This is the moment the buyer realizes it
9:42was built for someone with an hour after
9:44work and no natural talents, not for a
9:47professional.
9:48Get this wrong and nothing else lands.
9:51They've already decided it isn't for
9:52people like them. The second sale is
9:54selling them on the method. They believe
9:57that they could do it. Now, does this
9:59particular approach work?
10:01That's where you explain the mechanism
10:04in plain language.
10:05Not the features, how it actually works.
10:08And the third is selling them on you.
10:10And this is the one that stops beginners
10:12completely cold.
10:14No results, no testimonials, nobody has
10:15ever bought anything from you. So, how
10:17do you sell them on you?
10:19Here's what I wish somebody had told me.
10:21The first two sales don't need you at
10:23all. Proof that it's possible for
10:25someone like them and proof that the
10:27method works are both borrowable. That
10:29proof belongs to the product
10:31>> [music]
10:31>> and to the people already using it. You
10:33can point at every bit of it on day one.
10:36In the third sale, early on,
10:38isn't selling results that you don't
10:39have.
10:40It's selling that you'll actually
10:43answer.
10:44That you'll tell them the truth.
10:46That you're the one who offered 15
10:47minutes when nobody else did. That's a
10:49real thing to sell and almost nobody is
10:51selling it. And then somebody buys. They
10:53say something kind, you screenshot it
10:55and that screenshot is the first piece
10:57of proof that you own.
10:59Somebody I worked with went from zero to
11:01$84,000 in his first year. Now, that's
11:04obviously not a typical result. He put a
11:05serious amount of work into that to get
11:08there. That's not what most people's
11:09first month is going to look like. But
11:11his first piece of proof was just a
11:13single conversation. Same as everybody
11:15else. Because proof compounds. Somebody
11:17just has to be first. And first is
11:20always a conversation. Number seven, the
11:22part nobody puts in the video. Now,
11:24listen, I owe you two answers. Isn't it
11:26saturated and why would anybody buy from
11:29you? So, here they are and I'd rather
11:31you hear it from me than find out in
11:33month two.
11:34None of what I just described is hard.
11:36That's the problem. 30 conversations a
11:38week is 30 actual conversations. It
11:41isn't a hack and there is no version
11:43where software does it for you. Most
11:46people get to about nine and then they
11:48quietly decide that the market is
11:49saturated. It is not saturated, they
11:51just found that it was boring. That's
11:53your real competition.
11:55Not the people who are better than you.
11:57The people who stopped at nine.
11:59>> [music]
12:00>> And why would anyone buy from you?
12:01Because you answered in 15 minutes, you
12:03offered them a call and you told them
12:05the truth about whether it would work
12:07for them. That's the entire edge and
12:09it's available to you today.
12:10Now, the other part.
12:12That number I opened with is not what
12:14month one looks like. It isn't what year
12:16one looks like, either. Anybody who
12:18tells you otherwise is selling you
12:20something. And they're better at selling
12:22than I am.
12:23But here's the trade.
12:25It costs almost nothing to find out.
12:28No product to build, no inventory,
12:29nothing up front. You can start this
12:31week and know inside of a month whether
12:33it's for you. And either way, you'll
12:35have learned how to sell to an actual
12:37human being, which is the part that
12:39transfers [music]
12:40everything you do afterwards. Cheap to
12:42start, real work to run, and you keep
12:45the skill either way. So, all seven. One
12:48thing until it works. Borrow the product
12:50instead of building it. Do the math
12:51before you have any data. Content starts
12:54conversations, conversations do the
12:56closing.
12:57Pick by the payout, not the price. Sell
12:59them on themselves and then the method
13:01[music]
13:02and then you. And then, do the boring
13:04part longer than everybody else does. If
13:07you want the full version of this, the
13:08product selection, the content system,
13:10and the conversations word for word, I
13:12put together a free masterclass training
13:14here that walks you through the whole
13:17thing step by step. It's going to be the
13:18first thing in the description. It's
13:19going to pop up here on the screen as
13:20well in a second. And if you take one
13:22thing out of this video, take this one.
13:24You do not need a product. And you do
13:27not need an audience. You just need
13:29something that already is selling and a
13:32real conversation with somebody who
13:34needs it. Everything else is just doing
13:37that again. So, go ahead, tap right
13:38here, and I look forward to seeing you
13:40on the other side.

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