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Everyone Who Uses This Playbook Makes Over $1 Million — Transcript

by Vishen · 3,638 words · 519 segments · language en · Watch on YouTube

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0:00Over the last 25 years, I've personally
0:02sold over $500 million worth of online
0:07courses and programs. But the biggest
0:09lesson in these 25 years isn't about
0:12marketing or funnels. It's this. Almost
0:14every expert is selling one thing to
0:17people who are ready to buy. And out of
0:19any audience, only about 3% are ready
0:22today. So you convert 3%. 97% walk away.
0:28In the next 20 minutes, I'll give you
0:30the grid we use to fix that. We call it
0:33the product step ladder. And this is the
0:34secret of how I was able to scale my
0:36simple meditation company to over a 100
0:39million in annual revenue. It looks like
0:41this. Six kinds of products and a free
0:44tier. If you're a teacher, an educator,
0:47an author, and you're looking to create
0:49a product for your audience, you do not
0:52want to miss this video.
0:56I've built product ladders for many of
0:58the leading names in the industry. Jim
1:00Quick, Marissa Pier, Paul McKenna,
1:02Lifebook, WildFit. I've helped create
1:05some of the biggest brands in personal
1:07growth, one after another, all here on
1:09Mine Valley. And all of these worked
1:12because of this particular technique.
1:15Segment one, why your leads don't become
1:17customers. So just a few weeks ago, I
1:20was a room at a conference in front of a
1:22thousand people, coaches, authors,
1:24founders. I asked everyone to stand up.
1:26Then I said this, sit down if you sell
1:29only one thing. The room collapsed. And
1:31almost every one of them had exactly one
1:34thing to sell one thing. But that is not
1:37how you create a funnel and a conversion
1:40machine that works for you. See, there
1:42was one man in the room, and I'll call
1:43him Richard, and he asked the most
1:45honest question of the entire day. He
1:47said, "Vision, I have the gift. I've
1:49created real value for people. I'm
1:51completely stuck on the money." A
1:53quarter of the room put their hands up
1:55for that exact problem. And what I told
1:57him is what I want to tell you. You
2:00don't have a marketing problem. You have
2:02a shelf problem. And these two things
2:04feel identical from the inside, which is
2:06why you've been trying to fix the wrong
2:08one for several years. Let me show you
2:11the math. It's brutal and it's simple.
2:14Back in the '90s, a sales trainer named
2:15Chad Holmes built something he called
2:17the buyers pyramid. He'd been running
2:19sales teams for Charlie Mer and he
2:21wanted to know out of any given audience
2:23for any product, what's the real
2:25breakdown of who's ready to buy. About
2:283% are actively looking right now.
2:31Another 7% are open to it. 30% they
2:35aren't even thinking about it. 30% think
2:37they're not interested. And 30% know
2:40they're not interested. 3%. That's your
2:43window at any moment. So, when you sell
2:45one thing at one price, you are fishing
2:47in 3% of your own pond. And here's the
2:50part that should genuinely bother you.
2:52The other 97% don't politely wait until
2:55they're ready. They go and buy somebody
2:57else's stuff. And the second they do,
3:00they are that person's customer, not
3:02yours, probably permanently. You didn't
3:04lose the people because your content
3:06wasn't good enough. You lost them
3:07because you gave them nothing they could
3:09say yes to today. So, I want you to
3:11write this down. One offer is not a
3:13business. It's a lottery ticket you sell
3:16to strangers. And here's where almost
3:17everyone goes wrong after they
3:19understand that. When an expert finally
3:21decides to build a second product, they
3:23build another course, then a third
3:26course, then they end up with a business
3:27that is one shelf deep and four products
3:30wide, which converts almost exactly as
3:33badly as having one thing. See, there
3:36are six shelves, including a free tier.
3:39six genuinely different kinds of things
3:41you can sell. Let me give you all six
3:44and the words we use for them. What I'm
3:46about to put on your screen is not a
3:47diagram I made for this video. This is
3:49an actual working grid my team used to
3:51plan our ladder six rows deep down the
3:54left and each row is a type of product.
3:57Now let's start with the obvious one.
3:59Okay, the free tier. The free tier is
4:01not a product as you can see here. It's
4:03a quiz or a webinar. So people come to
4:06take a quiz to identify their particular
4:08type. Maybe they're a particular founder
4:10type. Maybe they're a particular manager
4:11type. Maybe if you're selling um
4:14meditation, they're particular stress
4:16archetype. Quizzes arouse curiosity so
4:19you get leads. Another way to get leads
4:21is a free webinar. I coined the term
4:23masterclass in 2008 and applied it to
4:25webinars. That term took off after I did
4:28a million-doll webinar in 2008 and
4:31shared my secrets openly. I went on to
4:34do 500 million in masterclass sales.
4:38Master classes are free because people
4:39come to learn from you for 30, 60 or 90
4:42minutes. You give good value and then
4:44you take them into your first product.
4:46So the free tier is basically your lead
4:49generation. The next six are what we're
4:51going to talk about. This is where you
4:53create your product. And these six words
4:56are the phraseology we use inside Mind
4:59Valley. Having a word for something is
5:01how you notice it's missing. So let's
5:03look at the six levels. Okay, the six
5:05shelves as I call it. Shelf one is the
5:08course structured teaching that takes
5:11someone from A to B. On our grid, we've
5:13got courses at $49.99.
5:16At 199, a deliberate spread because
5:20different courses do different jobs.
5:22Courses on business, on
5:23entrepreneurship, charge $99. Courses on
5:26personal growth, on relationships, $49.
5:29People pay more for a business solution
5:31than for a personal solution. On our
5:33grid, we have courses on at $49, $99,
5:37$149, and $199. Now, here's the problem
5:40with courses. It's the only shelf most
5:42experts build. And they stop there. It's
5:44also the most crowded market on earth.
5:47If your entire business is courses, you
5:49are standing in the busiest room in the
5:50industry and ignoring this next five
5:53rooms. Now, shelf two is tools. Our tool
5:57is a meditation app. That's why you see
5:58it over there. But you could create your
6:00own tool. It could be an audio. It could
6:02be an AI skill. It could be a software
6:05product. The beauty of tools is they can
6:08be priced at 99 a year. Tools create
6:11subscription value because people
6:13continuously reuse them. The tool solves
6:16a problem that the course might not be
6:18able to solve. A course is something you
6:20finish. A tool, you see, is something
6:22you keep using. Which is why exactly
6:25tools can be subscriptions. And courses,
6:27well, they really can. Nobody pays
6:29monthly for a course they completed in
6:31March. Everybody pays monthly for
6:33something they opened this morning. The
6:36reason we use a meditation app as a tool
6:38is because people come back to those
6:40meditations. So we can charge premium
6:42for it 99 a year and it renews. Shelf
6:45three secrets. Pay attention to this one
6:48because I would bet money you already
6:50sitting on it. Secrets are recordings of
6:52things you've already done. seminar she
6:54already thought workshops a a private
6:57event you ran two years ago for 40
6:59people that was brilliant and that you
7:01filmed. We have recordings of events
7:04that our authors did. Private events,
7:06private seminars. There's something
7:08special about getting a recording of a
7:11room where people flew and spent
7:12thousands of dollars to be in. We call
7:15this secrets and we sell this as an
7:18upsell. You buy a course. The second
7:20upsell might be a tool. The third upsell
7:22might be, wait, want to go deeper? I did
7:25an event in Singapore in 2022
7:29on the topic of public speaking. And if
7:32you want to really understand public
7:34speaking, watch this event because I go
7:36deep in teaching people how to construct
7:39their ultimate TED talk. People pay
7:42thousands of dollars to be there, but we
7:43sell the recordings for $4.99. See how
7:46that works? So a secret is giving them
7:49access to something that other people
7:51already flew in to attend. Now do the
7:54math on that shelf. The work is already
7:56finished. The teaching happened. The
7:58recording exists. The margin is close to
8:00to the production course is simply
8:02editing a file. Most experts I met have
8:043 to 5 years of this on a hard drive and
8:07think of it as an archive. But it's not
8:09an archive. It's inventory. Now we go to
8:11shelf four. Done for you. The student
8:14doesn't do the work. you do or
8:17increasingly
8:18a human plus an AI agent does it and
8:22produces something custom for that one
8:24person on our grid. It might look like
8:26that. You could buy a meditation or you
8:28could have a custom meditation in the
8:30author's voice generated for you. You
8:32describe your goals. A script writer
8:34puts that in an AI. We create a custom
8:36meditation. We clone the author's voice
8:38using a tool like 11 Labs and you get
8:41that custom meditation. The price for
8:43that $497.
8:46Another example for public speaking. You
8:48submit your talk. We put it into an AI
8:51trained on the public speaking teachers
8:53methodology. We refine your talk. We
8:55give you detailed notes. The author
8:57scans it, gives a stamp of approval,
8:59goes back to you. $497.
9:02This is called done for you. This is an
9:04incredible way to serve customers who
9:07want results fast. They don't want to do
9:10a course. They don't have time for 5
9:11hours, but they want results fast and
9:13they're willing to pay. And notice the
9:15prices keep climbing. Done for you, you
9:17can charge $4.99.
9:20Now, here's the principle. The less
9:22scalable the shelf, the higher the
9:24price. Done for you requires when we do
9:27it authentically, the author to review
9:28it. Less scalable, which is why the
9:31price is higher. Now, a lot of experts
9:33make this mistake. They get this exactly
9:35backwards. They price their custom work
9:37barely above their courses and then
9:40wonder why their custom work is eating
9:42up so much time. Now shell five, this is
9:45where we go into software, something
9:48that runs something with a login. It
9:51could be a goal setting program. It
9:52could be a software to manage OKRs in
9:54your business. It could be an AI tool to
9:56help you write a book. Now how is
9:57software different from tool? Well, this
10:00is typically something significantly
10:02more advanced. It used to be expensive
10:04to build software, but since February
10:062026, when Claude launched the new
10:08version of Opus, building software has
10:10been incredibly cheap. In my case, I
10:12found that building software, the price
10:14fell by 97%. This is where you can
10:17actually build custom software. I know
10:19many founders who started doing it
10:21themselves or they've hired an agency to
10:23do it. They're paying very effective
10:25rates because the cost of building has
10:26dropped and they sell the software to
10:28their clients. So, for example, if
10:30you're teaching public speaking, the
10:32software you sell here could be a $500
10:34software to help clients manage their
10:36story bank, which is essential for
10:38teaching. Now, most of you aren't going
10:40to build software, and I'm not going to
10:42pretend you should, but there's a
10:43version of this self available to almost
10:45everybody, a tracker, a template, a
10:48system where you log in. And the point
10:51isn't the technology. The point is that
10:54this is the only shop where the
10:55customer's own accumulated work makes
10:59leaving expensive. If you use a software
11:02in public speaking to help manage your
11:03stories, it's hard to leave that
11:05software because your stories are in it.
11:07And that's where this shelf can be
11:09highly profitable because you get
11:11retention revenue. Using a software for
11:144 months where you're putting in your
11:16goals or putting in your speeches or
11:17putting in information on your business
11:19harder to leave. That's lock in. And
11:22that's where value compounds. Now, this
11:25brings us to the final shelf. Belonging
11:27is where you can charge between a,000 to
11:2910,000 or higher. This is the shelf that
11:32has a rule attached that's different
11:34from everything else on the group. It's
11:36the most counterintuitive thing on here,
11:38and we're going to come back to it in
11:40about 4 minutes with a name for it. The
11:43rule is belonging is never an upsell. It
11:46is always included. Never sold on its
11:49own. never bolted on a checkout or
11:51upgrade it appears twice and both times
11:53it's part of something bigger. Here's
11:55why. The moment you sell community as an
11:58extra, you have told your customer that
12:00the main thing they bought was lonely.
12:02You have priced the presence of other
12:04human beings as a premium feature and
12:06something in them registered that even
12:08if they pay six shelves, courses, tools,
12:11secrets, done for you software,
12:13belonging. So how do you sell belonging?
12:15You invite people to join a mastermind
12:18or to join a retreat or to join an event
12:21where they get to also meet other
12:23people. The great secret is this. In
12:26study after study, founders are lonely.
12:29CEOs are lonely. The higher and
12:32wealthier you get in life, it often
12:34seems the more lonely it gets. People
12:36care about belonging. And in today's
12:38world with AI everywhere, people want
12:41people. We're seeing in our company
12:43event sales are up 170%. Because of
12:47belonging. So belonging is the highest
12:49tier of your ladder. So if you're
12:51teaching public speaking and you want to
12:53create a,000 to $10,000 offering, invite
12:56people to a seminar. Invite people to a
12:59retreat. Create belonging. Now six
13:02products is not a ladder. Six products
13:04is a pile. What makes it a ladder is the
13:07arrangement. And that has its own
13:09vocabulary. the anchor, the bump, the
13:12step up, and the handrail. Every ladder
13:15starts with one product we call the
13:16anchor. The anchor is your front door.
13:18On our grid, it's a program at 49 to 999
13:21bucks, and everything else is positioned
13:23relative to it, not sold alongside it,
13:25positioned relative to it. If somebody
13:28on my team asks, "What's the anchor?"
13:30They're asking, "Which product is the
13:32whole pot organized around the
13:35entryway?" Most experts have a pile of
13:37products and no anchor. Pick one.
13:39Everything below gets easier. There are
13:41four moves around it. Move one, the
13:43bump. Something you add at the checkout
13:46page while the card is already out. So,
13:48a bump looks like this. Let's say you
13:50buy a public speaking course. A bump
13:52might be a singular hypnotherapy to
13:55improve your confidence before a speech.
13:57A bump might be a 1-hour video with some
14:00additional content such as how to add
14:03humor to your speech. Now, these bumps
14:05are called order bumps for a reason. You
14:08charge very low for them, but they help
14:09pay for your cost of advertising. And
14:11the customer simply checks them up. $19
14:14and for 29, super cheap. You'll see many
14:18sellers using this. So, the three rules
14:20are this. It must be cheap relative to
14:22the anchor. It must be a genuine
14:25no-brainer, and it should come from the
14:27tools shelf, never a course. An order
14:30bump is a tool. The last one is a
14:33mistake almost everybody makes. If you
14:34offer somebody a second course at
14:36checkout, you've just created
14:37competition for their attention and
14:39people are busy enough. Now they have
14:41two things to finish and it's
14:43frustrating and they'll probably finish
14:44neither. But a tool doesn't compete with
14:46a course. It makes the course work
14:48better. You buy a public speaking
14:50course, a hypnotherapy audio is a tool.
14:52It helps give you the confidence to give
14:55that first speech. A addition of humor
14:58is a tool. It gives you something as a
15:01bonus to that first speech. And you add
15:03this with a simple check mark. Now move
15:07two is called a step up after they've
15:09bought, not during. And this is where
15:11courses and secrets earn their keep
15:13because somebody who just bought your
15:15$99 program is the warmest they will
15:17ever be. And the obvious thing is either
15:19a deeper course or recording of a
15:22seminar. You've already thought. Notice
15:24what just happened. Your secret shelf,
15:27the one that cost you almost nothing
15:29because the work is already done, is
15:30your highest margin stepper. That's not
15:33luck. That's the grid doing its job. So,
15:35what happens over here is after you buy
15:37and you do a order bump, you might
15:39invite them to buy a recording of one of
15:41your prior seminars. You're allowing
15:43them to step into your world to get a
15:46recording of something that people flew
15:47all the way around the world to attend.
15:49If your initial product is 99 here, you
15:51can charge 99 to $2.99. Now move three
15:55is the stack. Stack is several products
15:57sold together as one purchase price. So
15:59the stack is obviously better value than
16:01the parts. So the rule we apply comes
16:04straight off the grid. When you stack,
16:06you add belonging because somebody who
16:08buys four programs at once isn't a
16:09casual buyer. They're committed. And a
16:12committed buyer with no community is a
16:13refund waiting to happen. So the stack
16:16includes the room and I'm in the room.
16:18Now this is what it looks like. You buy
16:20an initial course for 99 on public
16:22speaking. In our case, the upsam when we
16:25use the stack is a collection of related
16:27courses. Body language, charisma,
16:31scripting, getting booked to speak. And
16:34when you buy that stack, we also put you
16:37in a community of fellow speakers. And
16:41that community, we design it so the
16:43speakers are supporting each other. And
16:46we sell that stack for significantly
16:48higher. If a single course is 99, the
16:50stack may contain 10 courses, but not at
16:5399 * 10. It might be 400 bucks. The
16:57customer has established their value. A
16:59single course is 99. They paid for that.
17:02The stack has an upsell. They can see
17:04that they're getting a 60% discount. And
17:06to make it even more attractive, we add
17:09community. Now, they go from a single
17:12course to belonging. But there's a
17:14fourth idea, and that's the premium
17:16experience. The premium experience is
17:18where you can invite people to come and
17:20join you at an exclusive event or at a
17:23seminar. Now the premium experience you
17:26don't sell it immediately. You invite
17:29people to do that after 2 weeks of using
17:31your product. So now they have bought
17:34the initial product. They've added an
17:36order bump. They may have bought a first
17:38upsell and a second upsell. Stop there.
17:40But ensure that you really support them
17:43in using that product. You might hire a
17:46concierge for 30 minutes. That that's
17:47going to cost you 15 to 20 bucks to call
17:50them up and guide them through it. You
17:51might invite them to join an online
17:53community. You might have a personalized
17:55letter sent to them. After 2 weeks, if
17:58you get them to use your product, you
18:01earn the right to sell them premium.
18:03Premium is time with you. Premium is
18:06your retreat. Premium is your event. We
18:08do premium by getting 1,500 people to
18:11come and move to a city together for 2
18:13weeks for a mega event called Mind
18:15Value. For many people who are experts,
18:18to me, premium is the most fun part of
18:20their entire ladder. Okay, now let's go
18:24on to the final bit. Mind the drop. Look
18:26at the actual prices on this grid and
18:28you can see how the prices get higher
18:31and higher. You don't go from 200 to
18:335,000. you go from 200 to 500 to a,000
18:37to 5,000. Okay? Otherwise, the ladders
18:40rungs are too far apart and it's hard to
18:43climb. Next, recurring revenue. Notice
18:45where recurring revenue sits on this
18:47grid. It sits at tools. It sits at
18:50software and it can also sit at
18:52belonging. Why belonging? You could
18:54create events where you don't just come
18:56for a singular event. You then pay a
18:58small fee every year to be connected to
19:00that event's community. Recurring
19:02revenue is wonderful. You're building a
19:05business based on keeping customers
19:07happy so they keep coming back. Because
19:09remember this, it's always easier to
19:12retain an existing customer than get a
19:15new one. So this is a rough idea of how
19:18a product ladder works. I also want you
19:21to know that recently I created a
19:24mastermind for experts and authors. We
19:27just opened it up and the mastermind is
19:3010,000 a year. You have to apply to get
19:33it. But what we do in the mastermind is
19:35we bring together people who already
19:37have an expert or an authorship business
19:40into weekly and monthly connections on a
19:43beautiful platform where we all share
19:45our learnings with each other. People
19:47share their landing pages. People share
19:49their webinars. I come in and I share
19:51everything I'm doing at Mind Valley. to
19:53get my exact webinar script that sold
19:55half a billion in webinars. That alone
19:58pays off for the entire mastermind. But
20:00it's by application. And if you're
20:02interested in that, the link and all the
20:04information is below this video. So,
20:06leave a comment. Let me know what you
20:08want to learn next. I'm going to create
20:09more content like this. And don't forget
20:11to click subscribe because I'll be
20:13releasing more content for experts and
20:15authors on this channel every month. And
20:19um I'm excited to share this with

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