CASH

James Kemp: Morning. Oh.

okay.

like to my own party.

James Kemp: I had a

James Kemp: zoom is

zoom is running another meeting. Zoom is already open zoom fund

James Kemp: just reboot everything. And was it 67% of tech problems can be solved by

turning off and turning on again.

James Cerbie: Get with me.

James Kemp: It's my connection a bit crappy.

James Kemp: Yeah, I think people people can be rebooted, too.

James Kemp: Get the Google docout for our little session today.

James Kemp: ash.

James Cerbie: do you like your name.

James Kemp: Does it do what it says on the tin?

James Kemp: Let's hope so. I'll just send that, and so you can see. See a bit better.

James Kemp: So

James Kemp: distinction, and and a useful one.

James Kemp: So

James Kemp: how this is going to run my wonderful syndicate people and our guests

James Kemp: is I'm going to run through this pretty quick.

James Kemp: Give you the nuances and distinction of each one.

James Kemp: and then I can help you with 2 things.

James Kemp: First, layers.

James Kemp: Do you need to deploy one and the B, if that is which one to deploy. And secondly, what does that look like for you? Because these are

James Kemp: very simple, straightforward things that

James Kemp: the challenge is

James Kemp: make keeping them simple

James Kemp: and not making them complex. That gets in the way of something else, because

James Kemp: cash is a an interesting

James Kemp: siren, and it's very alluring.

James Kemp: and sometimes it can blind people.

James Kemp: and it's chase. And in its deployment that means that

James Kemp: cash now can sometimes be the worst thing you can possibly do.

James Kemp: But cash flow, click. so cash flow is the lifeblood of business, you know. Without it a business dies.

James Kemp: but something does matter more than cash flow, and that's the velocity of the cash. But cash velocity! How fast you can collect cash and deliver it back.

James Cerbie: you know, and in services businesses that is a huge variable.

James Kemp: You can collect cash

James Kemp: today, but be on the hook for that

James Kemp: for literally years

James Kemp: to deliver it.

James Kemp: and selling something creates a liability. And often that liability isn't thought through

James Kemp: and many services business businesses get trapped

James Kemp: and the cell do sell, do sell, do cycle. And in services.

James Kemp: The main liability is delivering. and very simply the faster you can collect cash and deliver the higher the cash velocity.

James Kemp: you know, getting cash today. That requires long term. Liability

James Kemp: is equally, and I'd argue, more likely to slow your growth than fuel that

James Kemp: I speak every day to people who are like. I got a 30 grand month.

James Kemp: and then I made $30 the next month

James Kemp: because they were didn't understand the relationship between

James Kemp: what they had and the liability they had to deliver it.

James Kemp: and that can be solved many, many ways in terms of smart productization and deployment of focus.

James Kemp: But the methods I'm going to demonstrate today are all high velocity. You know they are sell, deliver. and that is the optimal to generate cash velocity.

James Kemp: They they get cash in the door quickly while allowing you to deliver, deliver quickly.

James Kemp: And there are side benefits that I'm going to talk about as well. So.

James Kemp: and the syndicate we build recurring revenue businesses. You know. I've shared regularly behind the scenes with with you folks in terms of what my months look like, what the makeup looks like, you know in any given month between 60 and 90 of my revenue recursive

James Kemp: and my world that comes in weekly with a tiny, tiny proportion that that's monthly.

James Kemp: So selling once and getting paid repeatedly is like the pinnacle of cash flow. It's the. It's not just advantageous in terms of pure cash flow, but it's advantageous in terms of the way that you operate.

James Kemp: But building recurring revenue is lower stress. It's easier to run.

James Kemp: and if it's a focus, or if it's A happy byproduct of what you want. They have a much higher value.

James Kemp: Businesses with with recurring revenue achieve multiples that businesses with one time or high cost of sale, don't

James Kemp: but building recurring revenue takes time. And you know, with the hybrid method and with the financial engineering that we talk about on a regular basis.

James Kemp: It's quicker than you think, because we capture the best of both worlds in terms of financially engineering, something that generates recurring revenue, but has the opportunity to pull cash in quickly.

James Kemp: recurring revenue that comes fast goes fast as well.

James Kemp: A lot of people. And you know the classic Facebook post of like we did 150 grand in sales this month, and it turns out that that was all sales, and they collected about, you know $5 and 23 cents, and all the rest was Ford revenue that they've projected that never actually arrives. So lots of times, re recurring revenue where people sell in something that there's they want.

James Kemp: They want the sale now, but they want that to recur. Those people churn. They come out and so recur

James Kemp: the best kind of recurring revenue is built slowly and sustainably.

James Kemp: but balancing cash flow activities

James Kemp: with recurring revenue. Growth is a dance until you reach

James Kemp: whether occurring revenue exceeds costs and stress points.

James Kemp: and both of those things are pretty subjective. You know. You can cover your costs with recurring revenue.

James Kemp: But also you've got an idea in your head what the business needs to return for you to be comfortable. and

James Kemp: you know, in most cases the vast majority of my revenue occurs weekly, and this gives me a lot of room to maneuver.

James Kemp: to experiment and pace offers and delivery.

James Kemp: It also gives me a lot of room to maneuver in terms of making changes inside things that are optimal, you know. As you know, I changed this workshop for another one, because I believe it's more optimal, and I'm not. You know I'm not prisoner to anyone else's ideas.

James Kemp: and it also gives

James Kemp: a breathing space in terms of who you work with.

James Kemp: And Mentor said to me years ago, you know, in services when we're in delivery, we're much more defined about who we don't work with and who we do.

James Kemp: and one bad egg and a services business either, you know, and an internal person, or even a client. can severely limit

James Kemp: the growth of it, and also the enjoyment of it. And, like.

James Kemp: you know, my attitude to that. What's the fucking point? If the thing sucks?

James Kemp: So the hybrid offer weekly payments, the financial engineering we use, and all the methods we use here

James Kemp: do allow the best of both worlds, but you still must balance the deployment of them.

James Kemp: A singular focus on either. One will store up stress for the future.

James Kemp: and I see that quite commonly, where people are

James Kemp: anxious and desperate to get cash in the door, and they're so anxious and desperate that they created delivery liability that doesn't give them any space to grow any future revenue.

James Kemp: And on the flip side. I see people who need cash in the door quickly, but have this long-term focus where they're just quite happily stacking the weekly payments of a few 100 bucks here and there, and the and the the cash takes so long to build up that it builds up the stress as well.

James Kemp: So there has to be a balance between those things

James Kemp: and

James Kemp: the balance is.

James Kemp: you know, the discernment of how you do, how you deploy them and the choices you make

James Kemp: so as with all my trainings, you have a license to replicate and model the resources here.

James Kemp: bear in mind the context of that directly copying them would be detrimental for you, but modeling them would be highly beneficial

James Kemp: every day. I get messages from people saying so, and so has copied your thing.

James Kemp: but I don't get messages from people saying so, and so has modeled your thing. They say so, and so's got a great business because they've taken the essence and the and the and they've deployed. They've used the sermon. They've added their own layer to something that's fundamentally and principally effective, and they haven't done it.

James Kemp: Copying certain things is beneficial. Copying the whole thing is detrimental in the vast majority of cases.

James Kemp: So how do you do this? How do you deploy them? Well, you need some discernment. If it's a straight up.

James Kemp: and you know what I think about money, I'm here to make money. I'm I like money. It buys peace. It buys things. It's fucking amazing. Having money I've been broke and I've been rich and been rich is better like, let's not get into the oh, many. This money is that if you need a cash injection now.

James Kemp: and you need money.

James Kemp: why won't judge that if you need money, momentum, and action to get in the market, and you need cash

James Kemp: for whatever reason you don't need reasons. You just want money. That's fine. These things will get you money quickly.

James Kemp: More strategically. You know

James Kemp: an initial sale before your community offer, especially in the development and the testing phases and the and the validation phases. You know that first kind of 5 to 20 people and a community or or a recurring revenue, you know, program?

James Kemp: there can be huge benefits in putting

James Kemp: some of these, you know, front and center to get people into the community offer.

James Kemp: and also validate and go deeper on it

James Kemp: every time I get off a one on one or some of the things I'm going to show you. Okay, or have an event. I learn a little bit more about the market, the language, the articulation. So these things go deep and they make you better.

James Kemp: But there's a direct correlation between, you know, 60% of people who buy hours and a hundred percent of people who want who come to my events join my community.

James Kemp: Aye.

James Kemp: so if you need an injection of people into your community. It may well be that having

James Kemp: someone buying hours, or someone coming to an event, or or a couple of the other things we're going to talk about are ways to actually generate more long-term sales with patients. There is a segment of people in your audience who want time, customization, a plan or depth that they're not seeing in your community and program office.

James Kemp: So these kind of offers can initiate and tap into a different segment of your audience.

James Kemp: The second piece. you know debt for existing clients nowadays, and because of the way off it, the majority of

James Kemp: one on one. The majority of times they get on. Zoom, it's already someone in my world.

James Kemp: and they want depth. They want some time. They want time, you know, either to come here with me, or more commonly, they want some time to, you know, work on a specific thing, specific off a specific project or specific deployment. While we've got a lot of help and a lot of access. And listen to get sometimes that depth is just an accelerator.

James Kemp: So power power laws guarantee that. There are clients in your world who want more time, access, debt, full guidance from you.

James Kemp: If you are particularly leveraged in your delivery, this is more true.

James Kemp: So what I mean by that is, if you've got like a really low touch community, maybe with just a few calls. You know, once a month, for whatever the frequency is, or or low levels of customization. There are people there who want go faster options.

James Kemp: So on offering any of these to your existing clients offers multiple benefits, benefits to both parties. Not only do you push an accelerator for for an existing client, but they get more depth, more access.

James Kemp: and more care, you know I would argue as well

James Kemp: to to actually work with you. So

James Kemp: having some of these as a dual benefit, either, you know, putting out into the marketplace or putting in inside. Your community is beneficial.

James Kemp: So

James Kemp: let's talk about the 5, and I'm going to go through pretty quick, so we can get into the the meat and potatoes for you individually.

James Kemp: So these are presented in order of simplicity and deployment.

James Kemp: and one of them, I've already, you know talked about in the Syndicam. We've had people executing on that.

James Kemp: and that's just getting paying folks

James Kemp: so cash now is better than future promise. Cash and future recurring revenue

James Kemp: can be a mirage that never arrives. And you remember, 10 days ago I put this in the community weekly and monthly payments for coaching a mirage.

James Kemp: 5% of operators can collect 80% of future payments.

James Kemp: You know, the current churn rate on the syndicate is running at about 11% annualized. You know, 20% is amazing.

James Kemp: and that the industry average is over a hundred percent.

James Kemp: So most people lose more customers a year than they actually gain. So that's why people are so obsessed with acquisition. So 95, 95 of people will collect 40 if they're lucky.

James Kemp: So being in the 5% requires something really, really good. And

James Kemp: as you go along, everybody's getting better all the time.

James Kemp: As you go along, you need every tool in your arsenal to make sure that you can retain and keep clients either on the experience on the path, on the results delivered, etc.

James Kemp: But it's beneficial to drag forward as much cash as possible.

James Kemp: and you do that by incentivizing pay and fold as you incur

James Kemp: the light, the liability of future delivery. But then you have cash to invest in it.

James Kemp: So the very best are running at 20 to 30%. Most everyone else is running at close to 100%. So even with the best intentions people will leave.

James Kemp: You'd never leave me, would you? You'd never do that.

James Kemp: I'm different, that we're talking about other people.

James Kemp: But one of the most effective things over the years that I've had to do this.

James Kemp: And it's right for both parties is

James Kemp: when clients get a result. In the early days of your engagement.

James Kemp: Great to see the recent results. You're getting letting you know that the annual discount is still available to you for the next 4 weeks or the period of time.

James Kemp: And I found that this works in any period really up to 12 weeks. I haven't tested outside that. So I don't have the input to, to be honest. But there's there's no reason why I wouldn't work past that.

James Kemp: They'll still save their X. And you know, when we talk about financial and and engineering, one of the biggest incentives

James Kemp: that people use on. Why they why, they buy into weekly at much higher rates is that you know. Pay now, number.

James Kemp: and it's also the save. Now number. If we offer a discount against

James Kemp: you know the the weekly or the monthly payments depending on what you're offering.

Then people will often take that.

James Kemp: as the money saved now

James Kemp: is, feels like real money.

James Kemp: So I do this manually where I just credit the payments that they've got to date

James Kemp: and run the card

James Kemp: on stripe. I'm just going to run the card on file. We'll deduct it. It's this amount cool done.

James Kemp: And this is how I've taken pay and falls on programs that maybe start at 15 to 20% pay and falls up to 50 and 60%,

James Kemp: because over the course of the first 8 to 12 weeks of the engagement, providing or getting results and providing it, enjoying it, and providing they feel like they're in the right place.

James Kemp: They they will ask, they will. They will quite willingly take it.

James Kemp: Just in terms of some data. 10% of the people who joined the 3 K. Code recently asked me specifically

James Kemp: if they could start on paying weekly. And when they saw the cart.

James Kemp: they said. Can I? Once we're going, which is, if I like it, and it's actually as good as I hope it is.

James Kemp: Can I do the pay in full discount in future. And I said, Yes, I will honor that for the first 4 weeks.

James Kemp: So the

James Kemp: this is what that looks like in a practical example. It's pretty small. I'm gonna make it bigger.

James Kemp: So

James Kemp: on. And and a practical example.

James Kemp: The 3 K code is a hundred $100 a week.

James Kemp: and the the annualized number there, you know, is 5,200. If you times 52 by 100,

James Kemp: if they pay for if they buy.

James Kemp: If they invest in 6 months they can get it for $2,000 and save $600. If they go annual, they get a whopping $2,200 discount. So at the moment

James Kemp: around, it's growing because I've offered a couple of people who have taken me up on that in terms of. In the first 4 weeks they've made one payment.

James Kemp: Couple of people made 2 payments, and then I just credited that back and and then and then charged the difference. then that's rising to 25. And you know, eventually I'll get it to kind of 40%.

James Kemp: So this also has the byproduct of

James Kemp: locking people in. So obviously.

James Kemp: you know, we talked about on Tuesday, like what people are investing in. And and these pieces.

James Kemp: I believe people are investing in themselves. And I honor that investment.

James Kemp: So the behavior that people undertake indicates that as well.

James Kemp: people who pay in full are making an investment in themselves so dedicate more time to it.

James Kemp: lean into it, are more consistent in the application of it, you know, in whatever way that means, they turn up. More often they do the work often.

James Kemp: So it's also an ethical.

James Kemp: practical way to engender commitment. And

James Kemp: yeah, commitment from, you know, someone in your program who are committed to a longer term piece.

James Kemp: and, you know.

James Kemp: play long-term games with long-term people is hugely. hugely beneficial.

James Kemp: and the environments that we build

James Kemp: so a couple of things in terms of

James Kemp: tactical stuff. Bonuses can be added for a pay and full.

James Kemp: So, for example, I'm not going to do it, but you could for the 3 K. Code if I wanted to put a one on one call for 30 min with me, like we have at the beginning of the syndicate. I could incentivize that even further, save $2,200 and get a one on one call with James worth $1,500. Right? So you bump the value up there.

James Kemp: So there's lots of ways to incentivize the painful that aren't just the financial engineering for it.

James Kemp: Our bonuses to pay in full you know, especially if people

James Kemp: that bonus works particularly well if people have already joined and they don't have a high level of access to you. I just letting you know you can still benefit from the annual discount. You know, for as as you've got started as you're getting results, this also includes a you know, a one on one accelerator call with me, or a coach, or one of my team.

James Kemp: The reality of the financial piece is a 30, 40, 30 to 40%. Discount against weekly monthly payments generates the highest number of pay and full payments.

James Kemp: I'll work on that language. It's not clear, as you'll see, that discount against 5,200 is a big old discount.

James Kemp: So that's given me the highest

James Kemp: number, the highest chance of doing that. Do you have a question about that comment?

James Kemp: Your Mics

James Kemp: need your mic.

James Kemp: Can't hear you

James Kemp: gone, red. We can't hear you.

James Kemp: He's rough. He's roughing with that being able to.

Conrad Tracey: How's that?

James Kemp: Push that that ecam button again?

Conrad Tracey: Yeah, I know

Conrad Tracey: it's it's the Atlant story. I've got a a client who's just. He's been with me for almost 2 years. He's now just clicked over into the mastermind at 2 49 a week, and he always pays in full. So at 2 49 a week, we're looking at about 10 grand for the next 10 months. What's the number that's gonna get into prepays at a 15% discount. Do you think

James Kemp: so? He's been with me for 2 years?

Conrad Tracey: Yeah, he's one of my best clients is a great guy. Yeah, 20.

Conrad Tracey: Thank you

using.

James Kemp: And, as you can see with this.

James Kemp: you know, we can get real funky with. you know, financial engineering. And I'll show that on the wait list training and some workshops coming up.

James Kemp: But we can get pretty funky with with some of these pieces and financial like

James Kemp: about, I think, couple of the few of the Circle people here will attest that we talk a lot about

James Kemp: the dollars and cents and the money and the engineering piece of offers that we've already got.

James Kemp: So that's painful.

James Kemp: that's a easy fast when

James Kemp: across the board for both you and your clients. and it's a top recommendation.

James Kemp: for, you know, bringing cash into the now, and also get engendering a level of commitment and a group of clients that know that it might be lacking. But it definitely is beneficial.

James Kemp: Number 2, private

James Kemp: mentorship.

James Kemp: So this is how I restarted mentorship.

James Kemp: And the big distinction with this

James Kemp: offer, if you like, is. there's it's very specific about what it isn't

James Kemp: and what it is. and right where we are in many marketplaces and many times and and many circumstances.

James Kemp: This is a. This is a simple offer that cobbles together things that people already have. It directly appeals to someone who's already gone through things, but has not achieved the desired result, or is looking for the next step up.

James Kemp: So I'm going to open this up and take you through

James Kemp: the

James Kemp: top level pieces, because then, obviously you get a link to this.

James Kemp: which I might as well do now. Because

James Kemp: why? The hell not?

James Kemp: Where's check on

James Kemp: so this directly talks to people

James Kemp: her. I have

James Kemp: the desire just for help. Right? They don't want to be thrown into another program an online course. They don't want to go through lots of videos. They don't want to

James Kemp: turn up at 7 0 A. M. On a Tuesday morning. Singapore time to talk to James. They just want help right.

James Kemp: And when I look, when at the time

James Kemp: I wasn't doing most of the things I'm doing now.

James Kemp: So

James Kemp: I had long term retainers with people and had that people just have a pick my brain, and they pay me very, very well for that, and we talk to them.

James Kemp: So I just made it more affordable.

James Kemp: And the key with this is saying it. It really is saying what it isn't.

James Kemp: not a coaching program. It's not a service. There's no weekly training. There's no courses to watch.

James Kemp: This is you, me, you and a tiny community of winners.

James Kemp: And then I get very specific about what I'm useful for, right what I help you with

James Kemp: the right offer. The right model. You know all the stuff that we talk about every day now.

James Kemp: positioning and messaging and being and becoming the person that's required to create your. I don't know what that says, but it sounds good

James Kemp: just one of those is a big needle from mover for you and work on that one. And

James Kemp: people who join this.

James Kemp: They really wanted an assembly from me. They're like, I've got this. I've got this. I've got this, and in the middle of that was frustration.

James Kemp: They've like, I feel like I've got all the pieces. I've got half a plan. I've got this offer. This is kind of showing signs of life. But everyone was in motion.

James Kemp: but they were frustrated with the returns they were getting, because they felt like they were doing the right things right. And then it was just nudges and small tweaks and application are going.

James Kemp: and the nuance and the and the distinctions between well, product and offer and and these pieces and marketing and positioning, and like, you're not getting the people because you're saying this. And you're getting these type of leads because you're saying this. So it's a lot of distinctions.

James Kemp: And then it's what we do.

James Kemp: So I found 2 things that the direction and we still do this. On the syndicate. Every single person gets a call with me. Putting someone on a direction over a period of time is highly highly valuable because you get the fundamentals down in place on, you know, day one or in the first, you know week.

James Kemp: Then I found that on demand coaching is a lot better than forced

James Kemp: application.

James Kemp: Making people come to X number of call every week, for this amount of time is not how it works.

James Kemp: Work is nonlinear. Life is nonlinear, so it expands and contracts, you know, to fit whatever is available, and whatever is, you know, pressing at the time.

James Kemp: and what you see is that sometimes you're talking to someone intensively for one week, and they disappear and do the work, and life gets them for one or 2, and then they can come back again.

James Kemp: The also the pieces. I made these things available, and I'm very clear that

James Kemp: we don't do emergencies right?

James Kemp: So there was messaging, and there was the ability to message me available. But

James Kemp: we don't do emergencies in the sense of like I need to jump on zoom now because of, because the house is burning down. It's like we don't do that round here.

James Kemp: And the third the third piece that was

James Kemp: a deliberate construct in terms of the springboard to where we are now

James Kemp: is all the people I was working with privately. I put into a group I put into a community.

James Kemp: and that and that, and eventually at at its peak was 14 people. Who that formed the first iteration of the syndicate, which was just a slight channel.

James Kemp: Again. It's what it isn't is what sells it.

James Kemp: There's not lots of new things. There's not lots of shiny stuff. So it directly and definitely appeals to people who have assets and may not have assembled them.

James Kemp: And also people have had experiences where they've joined something. and then never speak to the person that they signed up with ever again.

James Kemp: So I'm very clear that I wasn't going to hand them off to a coach or drop them into a thing where they just have to find their own way. I was going to work with them directly.

James Kemp: and then I put the

James Kemp: commitment. the time and the price.

James Kemp: I did not.

James Kemp: I did offer a painful of on this eventually, because a couple people asked. I didn't initially, but I did eventually.

James Kemp: and then the old. And we've been talking about again. We're talking about this a lot. Why are you doing this? Why are you making the offer and offers need reasons for?

James Kemp: And if you say why you're doing it, it

James Kemp: steam rolls over people's potential internal objections that their objection is this, you're just doing this for money, or you're just doing this to make sales, you may be, but having a

James Kemp: reason for making an offer makes it a lot more

James Kemp: digestible and acceptable, and gets into the nuts and bolts of why, someone's going to work with you.

James Kemp: Do you limit one on month demand always because that's energy management

James Kemp: like 101

James Kemp: And

James Kemp: in the syndicate we make a lot of distinctions about what one on one is one, is

James Kemp: it is not just one on one and zoom, there's lots and lots of ways to deliver one on one, both symmetrically. You know, via speaking to people, but also

James Kemp: via asymmetric methods and chat, and and some of the tools that are available.

James Kemp: So this is

James Kemp: just simple right

James Kemp: it is what it isn't, and it appeals to a subset of people who've been through things and have got some assemblage and want something to construct and put together.

James Kemp: Matt, did you have a question?

Natalie Coombe: Yeah, I did. But it was kind of jumping back up again in terms of would you offer a painful discount if you're starting with a low kind of foundational member offer. So it's already kind of below. We want it to be for the first 5 people, or would you still offer a pay in full.

Natalie Coombe: which is even lower?

James Kemp: Yes, I would.

Natalie Coombe: You would. Okay, what would you? What kind of discount positioning. Would you do like 15 to 20?

James Kemp: Yeah, I mean it. It has to feel

James Kemp: it's a dangerous

James Kemp: okay, cool. It has to feel reasonable. And not necessarily optimize to the end degree, just to get the painful, especially if you're starting at that lower figure and working up to your we wanted, if it doesn't feel reasonable at at a discount at 15 less than an already discounted foundational legacy pricing, would you not do it?

James Kemp: Yeah, I didn't offer. I didn't offer paying full on the founders. You know, right at the syndicate, because I knew it was gonna double over, you know, 6 months right? And candidly, the other reason is, I didn't have to, because I already had, you know, strong cash flow from from other places. So, stacking the recurring revenue made sense to me.

Natalie Coombe: Cool. That's great. Thank you. Cool.

James Kemp: Selling hours.

James Kemp: This is a weird one, because

James Kemp: every second post I saw for a while I was like. Don't fill your time. Don't sell your time

James Kemp: confession time.

James Kemp: I made a post more than once, saying, Don't sell your time

James Kemp: until I grew up and put my big boy pants on and realized that we're all selling time to some degree. Right? We're all. We're all selling it to some degree. We're all building, you know, for a future or selling directly.

James Kemp: You know, I've in the building of this

James Kemp: workshop on Monday. I was selling time, you know I was selling time into the future.

James Kemp: But ours are an effective means to deliver more depth to existing clients.

James Kemp: The the thing that has happened in terms of market maturity with getting help, you know, coaching, consulting, and mentorship

James Kemp: that it's much easier to tangibly value ours. So it's much easier to charge them.

James Kemp: you know, a few years ago this really wasn't available, because it was very difficult to value time relative to that. The only benchmarks people had was, you know, one-on-one business coaches who had about 4 clients ever, and then Mckinsey.

James Kemp: You know, in terms of what people would pay for an hour. So now people have a

James Kemp: have a kind of value paradigm. It's a lot easier to go to the market and say, I just sell hours right? And they're both. They they check all 3 boxes. And the

James Kemp: why you should do it and how to deploy it kind of category.

James Kemp: Because they're a very effective means to deliver more depth to existing clients and to serve a market that hasn't responded to your long-term offers all.

James Kemp: How many hours do they do 2. I've done 2 this week.

James Kemp: I had to move one, because I've got a slight family crisis this morning that I have to attend to after this and to next week. But on average I do 2 to 3 h with

James Kemp: people outside like my client world and my communities. And it's fun because you get to solve new problems, you get to have new depth. And, interestingly, both people who I did hours with this week are very likely to join us in to get on the next type thing.

James Kemp: So

James Kemp: the the key piece is like how to do it. And I've linked mine here because context matters

James Kemp: and putting boundaries around again.

James Kemp: under which they are purchased as essential setting expectations, you know upfront, and clearly is the key piece. So on my on my one to one sales page which I've linked down here. I say what we can work on.

James Kemp: and I say what I don't do again clear as kind.

James Kemp: and the the value that people say they get back from them as immense, and I think a lot of that is terms of setting it up to do that.

James Kemp: I do not want to get on and talk hypothetical or theoretical, or maybe you could do this, or maybe you could do that. I want to get in the nuts and bolts of something

James Kemp: right? I wanna get someone who's committed. So I've got this thing, and it's not quite right, or it's not going this or making my next move from at this fork in the road. And committed to, you know, an existing thing optimizing something.

James Kemp: or, you know, in a couple of recent cases.

James Kemp: burning something down safely to stand something else up in its place, which is a

James Kemp: seem to be becoming the guy for that. Someone's got something big and unwieldy, with no room to maneuver, and they want to work out how the fuck to get out of it. The team.

James Kemp: the thing without turning the taps off

James Kemp: and without with the minimal amount of suffering. And you know, just a tiny, tiny bit of pain

James Kemp: and then clear in terms of when they are so. I

James Kemp: I'm actually Tuesday and Thursday mornings only now

James Kemp: and in terms of when they are consulting days at Tuesday and Thursday, Asia, which is, you know, evening, Monday, and Wednesday, and not in North America so

James Kemp: pretty clear. Those rates

James Kemp: have subsequently subsequently gone up.

And I've

James Kemp: stop selling anything past 4 h. and shortly, I'm just going to bend the 1 h thing. because what I found is that when we do 2 calls

James Kemp: then it's

James Kemp: kind of a catch and release scenario that that that repeats slightly. Better. So I've structured the new pricing on that.

James Kemp: But that's the current one, for an example. And again, it's about

James Kemp: boundaries and creation. And again it taps into a part of your audience that

James Kemp: doesn't necessarily respond to the community. All the regular offers and even the workshop offers. So both the private mentorship and ours kind of fulfill that

James Kemp: that role of depth that that many people in the market want.

James Kemp: Third, one.

James Kemp: a community within a community.

James Kemp: So you know how big I am on communities, and

James Kemp: how bullish I am on on them as a you know, as a means of delivery and a and a means of experience.

James Kemp: But a community provides basic infrastructure. You know, we're with within this indicate we've got the community. We've got the training portal. We've got the 2 calls. We've got these workshops.

James Kemp: We've got everything surrounding that piece. So it's it's some infrastructure that that people use right. And inside that infrastructure you can have a minimum effective dose of the next thing.

James Kemp: So this is the sovereign circle. And

James Kemp: again, this was very deliberately there to solve

James Kemp: a seemingly intractable problem I had, which was that the demand for me to create more content. But I didn't want to create more content. I just wanted to document more. So the sovereign circle and the context of this was the Syndicate. Was it

James Kemp: 60 odd members at the time?

James Kemp: And I wanted to solve the intractable problem of me.

James Kemp: needing to make more content, but not wanting to. So I wanted to have a way to document the real things that we do and the real results with with a small group of people where that was the opening kind of line.

James Kemp: The ironic thing is, I've been very, very poor, actually implementing on that. So so far I think I've published about 4 or 5 pieces of content inside it, but I've had so much fun I don't give a shit. It's great.

James Kemp: So the sovereign circle sits inside the syndicate. We have additional call a week, which is again on Tuesdays. Thank you, Zoom. That seems to agree with me and we have a slack channel. So we have a small community. The participation levels are extremely high. So call attendance is in the eighties to 100% in in many weeks.

James Kemp: because of the size of the group, because it's only 12 people.

James Kemp: But you know, again, in terms of if we're talking the cynical, pure mechanics of an offer. It's again being very clear about why I'm doing it, you know, and what I'm doing. And then just appealing to a people, a group of people who want and see the value in that and and see that result?

James Kemp: And then you know, what are you doing? Why are you doing it? And all those pieces?

James Kemp: So the

James Kemp: I really I bang. This isn't.

James Kemp: This is not an offer. It's an invitation

James Kemp: right in terms of

James Kemp: it's not. It's got all the components of an offer.

James Kemp: but it's very much an invitation, and the nature of its delivery was I reached out to people. Personally, I've got us that the the exception is when I put the last 2 people in, and then we've got a spot coming up in March, and I've just posted this and together that's available again.

James Kemp: So I'm very clear about what it is. I'm very clear about what happens. I'm very clear about what they get.

James Kemp: and

James Kemp: it's a very, very easy invitation to to make. Once you've got a critical mass of people in the community.

James Kemp: You can call this what you want. Some people would call a boardroom and a mastermind, etc. But I found the frame of what it is the reason that I'm doing it and the benefits of it work extremely well in terms of the

James Kemp: a

James Kemp: low complexity, but high benefit, because it sits on top of the existing infrastructure.

James Kemp: and a ton of the people in the circle come to the syndicate calls that participate in the community. So there hasn't been a real downside in terms of, you know, like isolating a group of people, they're still very much part of the community, and in it, to the point where, as the space opens up, you know, that person's dropping into a different relationship and still using the syndicate and and the resources as well.

James Kemp: So it allows a fluid movement of people between those 2 places. If someone wants more time and intensive.

James Kemp: And again.

James Kemp: because of the energy component

James Kemp: and because of the commitment I make. It's limited

James Kemp: and constrained, like

James Kemp: most of the offers we make right now, you know.

James Kemp: deadlines and scarcity and gaps are the, you know, other other way to build a low-stress business. so I've got a copy of that for you there.

James Kemp: The last one is events

James Kemp: in person events are very tangible. And in an online world full of semi-tangibles.

James Kemp: most people and services are selling. Yeah, they're selling ones and zeros and ideas that happen in the future. The exception is obviously one on one coaching where ours. It's tangible, and it's a direct thing that people buy

James Kemp: events are the same. They're tangible, and it's something that people buy as an experience.

James Kemp: And I've run many different types. I've run

James Kemp: events with 50 people in a room for, you know $100. I've run events with one person in a room.

James Kemp: When I get my new couch we might be able to fit 2 for you know people pay 18 grand to come and sit down here and sit in this room and and and jam over, you know, a day and a half

James Kemp: I've run

James Kemp: in-person stuff here in Bali, which is residential, where we get accommodation and things.

James Kemp: And I found that highly beneficial but also highly energy sapping, so running many different types.

James Kemp: I found the absolute best balance for me.

James Kemp: and I know a few of you is similar to my make. It is a three-day event hosted at a location with participants organizing their own phone accommodation. So I found that in terms of balance

James Kemp: that's the best balance for output and energy for me. I have a home which

James Kemp: caters to 6 or 8 or 10 people very easily. I also have staff that help with those things, so I have some kind of unfair advantages that maybe some people don't have

James Kemp: but they can be very much fulfilled via you know Airbnb, or your booking platform of choice.

James Kemp: But I found the energy of that is is also very, very beneficial as well, cause I wasn't involved in people's logistics. From the second they arrived here to the second they left.

James Kemp: and that's what I found the most energy sapping. Even when I had staff and a team to do those things later, someone who would run the event.

James Kemp: I found those things very energy sapping in terms of responsibility for their overall experience rather than just coming here to hang out and have something good.

James Kemp: And I've also found that

James Kemp: the blend of people who

James Kemp: you're very familiar with and are very familiar with you. With people who are less familiar, you're less familiar with and and less familiar with you is beneficial because it just makes you better

James Kemp: the delivery, the articulation, and the unpacking of the ideas that they have.

James Kemp: So that was the last one

James Kemp: the dude with the shirt off. Don't don't look at him. I can see him on my eye line here on zoom as well.

James Kemp: It was great. All dudes this time, as well, you know.

James Kemp: Hopefully, I've just released the May dates for the the blueprint and

James Kemp: I you know

James Kemp: I'm praying for people with different pronouns that that they count

James Kemp: and I'm giving you my invitation as well, because these are hard to write. These are hard to create.

James Kemp: So I've given you the notion, Doc, which is, what's the which is the invitation there?

James Kemp: And you'll break down and and definitely model that, because that's one of the hardest kind of

James Kemp: sales, letters or offers I've ever written, because it's got so many of the offer components. But it's also got so many logistical and practical components that needs to actually handle.

James Kemp: So

James Kemp: that one, that particular one. There is a long term thing that I've just kind of built on and developed and and it's super super useful and effective at kind of getting people through and selling them on the piece while having the logistics and all those pieces there.

James Kemp: the

James Kemp: the last thing with events, and if someone's thinking of running them, I can give you something that Tarkey gave me, and weirdly I gave back to him as well as he's running his new event.

James Kemp: The I saw the sausages coming. Korea. It's just inappropriate around here.

James Kemp: Sausage sausage face reserved. The the the way to the way to structure are the 3 days.

James Kemp: It's pretty straightforward and pretty simple. The

James Kemp: the key thing is not having actually too much teaching. I went from events where I was just blasting people for 7 HA day with stuff

James Kemp: down to

James Kemp: 3 to 4 h. Kind of Max, and then experiences where we were together, and with that, naturally, you know, parlayed into the next thing.

James Kemp: And also the the other thing is getting people moving and getting them in in different environments is hugely beneficial to cross pollinate relationships. But also, you know, stimulate the thinking and and those things. Most of the good stuff.

James Kemp: And in person events happens outside the actual event. It's the relationships. It's the comment. It's the thing that someone said to someone in the car. It's you know, the the experiences around that. And you know I see our job really is facilitating those things.

James Kemp: I'm happy to give you

James Kemp: the pieces of

James Kemp: how to do that. It's it's pretty straightforward. I got my opinion.

James Kemp: So that's the 5 things.

James Kemp: about halfway. So I got 45 to answer questions.

James Kemp: Paul.

James Kemp: assist in terms of what are you thinking? What are you thinking of deploying? What does it look like? And when are you going to do it.

James Kemp: But we can just go

James Kemp: up to you.

Leon Bubenicek: James. Really quick question. You said you mentioned you released the May dates. Is that in the syndicate.

James Kemp: Yeah, I just pumed up pendant at the top. May.

James Kemp: I've got date dyslexia. III don't know if it's a thing I've just diagnosed myself recently I have a huge amount of trouble remembering specific dates. I put it in the dot.

Leon Bubenicek: Thank you.

James Kemp: Early May.

James Kemp: the first Monday to Wednesday of May, whatever that is.

James Kemp: we get together on something. You've already been, Leon.

Leon Bubenicek: trying to get the crew back together to annual annual retreat

James Kemp: cool. Let's do it

James Kemp: if you can get exactly the same people who came in. When did you come? Was it September, October.

James Kemp: August last year? August? Sorry they blamed it into one for me.

James Kemp: Great thanks, great seats there, and a oatmeal order is lined up.

Karita Beard: You love it

James Kemp: secretly.

James Kemp: Conrad, did you have something else?

Conrad Tracey: I just wanted to let you know that I made that offer. Send him an email whilst I've been the call. So we'll see what he says

Conrad Tracey: quick to respond. So there'll be a week if we can get the. I think it was. I ended up being 8, 8 and a half.

James Kemp: Good math.

James Kemp: Yeah, the old. I've been thinking about you.

James Kemp: the the old. I've been thinking about. Your opener always works as well.

James Kemp: Hey? Been thinking about. You just want to make something available to you. If you want to

James Kemp: pay their pay and full option that you've seen before. I'll I'll put it back on the table for the next 48 h, or something like that that works super. Well.

James Kemp: Brian. welcome.

James Kemp: So grab. grab the mic dude. I can't quite hear you.

Ryan Herrington: is that?

Ryan Herrington: But that's that better.

James Kemp: that's perfect.

Ryan Herrington: There we go, and so just lost your community off farm with the roads of freedom. From 3 covid work we're working on. And

Ryan Herrington: I, do. You still want to

Ryan Herrington: have a mentorship offer? Yeah, like a 16 week commitment one to one

Ryan Herrington: for cash cash flow purposes, but also to validate my methodologies more and work with people in a more closed container. I officially shut the doors to the road to freedom publicly last week to create that tension which felt very, very good telling people they were on a wait list.

Ryan Herrington: But now, my yeah, it's more of a question of strategy around.

Ryan Herrington: How do I?

Ryan Herrington: I know how I would package up the mentorship? It's that the same

Ryan Herrington: transformation. But plus being more open to more advanced people in my audience as well cause I have served them in the past.

Ryan Herrington: But it be more about, how would I publicly

Ryan Herrington: speak around my mentorship offer now.

Ryan Herrington: with the whole

James Kemp: process that we've got going on or in the 3 K, yeah. So from memory, when you open road freedom. You sign a few people into the community, but you also signed a one to one.

Ryan Herrington: Yeah. So 2, 1. One came in as a consultant offer, and that was kind of just before I was just as we would launch in

Ryan Herrington: and then cause he didn't really fit the. He was more advanced than what the promise was, so I offered him a consultant offer.

Ryan Herrington: I got had a call and close someone into a 200 pound a week

Ryan Herrington: sort of upgrade, and then I had a

Ryan Herrington: 100 pound a week client as well. So it's kind of all 3 got closed in that sort of period of time.

James Kemp: Yeah. So with with this case, is that so which which level are you trying to sell? The 200?

Ryan Herrington: Yeah, yeah, I wanna put that up. I wanna put that price up and sort of get the 16 weeks as a more

Ryan Herrington: higher than that. But it was just an introduction offer.

James Kemp: So so how we position that is against the this is essentially it's against the thing you have. That's not available. So yeah, your communication to the to the audiences.

James Kemp: as you know. Last week I open road to freedom. We got some people in, etc. And I closed the doors to focus on getting them results.

James Kemp: Yeah, a few people have said to me that they love the idea, love being part of an community, but they want my personal help in doing it

James Kemp: to

James Kemp: go faster. Go deep, whatever whatever you you know, the designation is for that.

James Kemp: Yeah. I've opened up 2 spots

James Kemp: for one-on-one mentorship on top of the road, freedom, you'll get full access to the community, etc. Etc. But you'll get my personal help in doing it.

James Kemp: Perfect. Yeah. So we're we're see the distinction of like, we're positioning it against something someone have said, there's no cannibalization. But there's also pre-selling the next thing.

James Kemp: because we're always building demand

James Kemp: right? Yeah. So that oscillation is building demand for the thing that's not available. Because when you, when you open up the road freedom again, you'll have that option still there. And again, you'll be able to upgrade people into that

James Kemp: from the 100 to 200. And and as you match the price up.

Ryan Herrington: and then and it's kind of also educating the audience of what?

Ryan Herrington: How they combat with me as well, isn't it?

James Kemp: Okay, yeah, that's great. It's not really educating anybody. It's just making distinctions between the levels of access and what people get giving you the ability to talk about your offers too much a lot more.

James Kemp: And I've said this. I've said this a number of times to syndicate beeps. Most people don't talk about their thing

James Kemp: that be rude

enough.

James Kemp: They just, you know. I will drop the syndicate, the word, the syndicate

James Kemp: all the time. It's a thing it's

James Kemp: the more you talk about something. It's real right. So talk about the road to freedom as a living, breathing entity, and it becomes a character in the story as people follow along.

James Kemp: And even if they're not directly buying and participating. They've got this observational idea of to start to form ideas on what it is until one day they're like.

James Kemp: I need to understand what this is for me. right? So it's not educating so much. It's just telling people it's about. Its existence

James Kemp: is over the long term, one of the most effective ways to to to sell someone on the idea that it exists.

James Kemp: So then, that that conversation can be had as how it works for them.

Ryan Herrington: I felt that in the 2 weeks of launch I felt that running narrative that I had.

Ryan Herrington: and then I stopped, and I was a bit like, Oh, now I kind of felt like I was back to the start of

Ryan Herrington: a bit lost in my marketing. I think, Louis, you you put a post about it recently about experience. The same thing we're like, oh, shit!

Ryan Herrington: I'm not talking about an offer right now. and kind of gone back into that

Ryan Herrington: what it was like before. So, that makes total sense. And the running narrative. Yeah, so you know, today, I talked about that, it's correlating with the syndicate opening.

James Kemp: But today. I talked about what we did on Tuesday, when I walked through my calendar on the Tuesday call on the Syndicate and and walked through it. And

James Kemp: even if it's closed. I'm talking about what's happening.

James Kemp: because it makes it real and tangible. And and those pieces

James Kemp: that's not like a selling them on how you should come to the syndicate and look at my calendar selling. It's it's it's it's giving some kind of insight that there's something happening

James Kemp: that maybe one day. Someone wants to explore what? Actually, what that actually looks like for them. Because that's all that's relevant.

James Kemp: What does it look like for me?

Ryan Herrington: Yeah, yeah, that's awesome. Thank you so much. That's nailed. It cheers.

James Kemp: I was on that.

Natalie Coombe: Me again. I wouldn't mind your thoughts on kind of

Natalie Coombe: testing the offer. So obviously, you and I are one on one and clarity on the community, and then the the split between the

Natalie Coombe: the 2 tiers in terms of access in terms of price points. And interestingly, I found it easier to directly invite and sell the higher level version to existing clients, and one of them is like, Oh, my God, I've been waiting for you to do this for years, like, Thank goodness, and I got 5 people first, 5 emails I sent. They all signed up and said.

Natalie Coombe: Yes, so that's really good. And now I'm like, but now I have to sell the other thing. That the the let lower access one which feels slightly less natural to me, and I've had

Natalie Coombe: Someone recommend that I before I go public with it. That I test out on 5, 10 people who might be a good fit for it, and then get their feedback tweak the offer, put it back out again. So doing it behind the scenes.

Natalie Coombe: basically via email before I go public with it. In case anything changes.

Natalie Coombe: What's your thoughts on that approach versus

Natalie Coombe: just talking about it, cause I just want to talk about it. But I'm like, Oh, no, I have to test the offer first before I talk about it. What's your thoughts on that?

James Kemp: All it does is protect your feelings.

Natalie Coombe: Yeah, it's fair amount of that. So you're saying.

Natalie Coombe: not test so privately, testing it is just to protect my feelings. Is that the

Natalie Coombe: they all go?

Natalie Coombe: Because that said it said, it's an avoidance of like.

James Kemp: it's an avoidance of volume of rotation.

Natalie Coombe: Yeah, so fail privately, not publicly.

James Kemp: Well, when rejection, when rejection happens on mass.

James Kemp: we call it testing.

James Kemp: Yeah. So

James Kemp: so the feedback and the nose and the ghost thing, and those things, and for much more than people joining, that is way, more relevant.

James Kemp: actionable data than people coming on board. Because if you've been doing it for long enough, there's people who are just gonna buy your stuff. I've got a Polish third for sale. They're like, I'm in weekly or annual like. You don't need that much critical mass. A few people in your audience will buy everything which doesn't actually give you insight and saying, it's the same. It's the same thing, I said to Ryan.

James Kemp: I've opened this thing.

James Kemp: People are buying my personal help, but a lot of people have said, they want the methodologies to be installed. Yeah.

James Kemp: but their cash flow is currently constrained. So I've made it easier to join.

Natalie Coombe: Right? So you you start with. I've had these people joined up. We're great, but there are some people who don't need weekly sessions with me, and their cash flow is a bit constraint. So there's also this, as well

James Kemp: go back and look. I think we worked out the other days at my emails from early Feb, when I sell in 3 K code, and that's the the contrast I drove between this and again.

James Kemp: right 3 K code. It's got much low levels of access to me, but it's also wildly more accessible in terms of pricing, etc., since it gets close. So I've got this thing

James Kemp: like completely valid and true, because lots of people weren't doing this indicate because they like, I can't afford it. And so this is

James Kemp: pocket of the market, them on that.

Natalie Coombe: Okay?

Natalie Coombe: And so in terms of cause. A lot of your selling is is via email, which is, yes, it's to your full list. But it's more behind the scenes than than social, but from a

Natalie Coombe: putting out their perspective

Natalie Coombe: based on you know what I'm offering. Should I just put it out on social and go?

Natalie Coombe: People love now your pricing, but right now it's too expensive. So I've created this offer for you, which is even easier to get started.

Natalie Coombe: And just if they don't like it. If it goes crickets, then I just test how I communicate it as opposed to pull it.

James Kemp: Yeah, the the the virtual uses, you know, and I've made it easy to get started for whatever the weekly number is and $100.

James Kemp: Yeah, get started for $100 and then pay weekly. Yeah, yeah, drop in

James Kemp: send me a message privately, and I'll get your details.

James Kemp: That's the the distinction between email and social is like, we still always sell on private.

James Kemp: Right? Yeah.

James Kemp: on email reply, I'll get you the dog

James Kemp: on social. Send me a message. I'll give you the top same thing. Yeah.

James Kemp: different, different, slightly different mechanism and slightly different call to action if you like.

Natalie Coombe: Okay, cool. So I don't need to wait until I've heard back from people before I start communicating it more publicly, either into my list or on social

Natalie Coombe: fun. I've got some emails to write.

James Kemp: Bridget.

Natalie Coombe: Cool. Thanks.

James Kemp: Cool. Hi, Julie!

JULIE ANNE Williams: Hi, James!

JULIE ANNE Williams: Can you hear me just testing my tech skills here?

JULIE ANNE Williams: As you as you know. So that's a good start.

JULIE ANNE Williams: James. I've asked you this on the 3 K. Card. But it's sticking with me because I'm actually getting some people. I've got 2 more that have put their hand up specific to the stuff I've covered today. Or is that something else? Yeah, it is. I feel well for me. It is because it's about my pricing, or for you.

JULIE ANNE Williams: Ask Chris for for me and for what I'm doing

JULIE ANNE Williams: it. It was a question about a lot of them in in the 3 K. Code of putting their first offer out of $100 down and then $100 a week. My pricing is like 7,000, and then I put it in as if they do padding full. It's 5 in the in the part.

JULIE ANNE Williams: However, my question is this.

JULIE ANNE Williams: I've put it as 500, because I can't do a full 12 month program. I feel I can get what they need, and I might be wrong, and I probably can seize it out. II offered it originally as a package of everything, and then 6 weeks of me over 3 month period. Now I put it as 6 months, so I've offered that I put it as a 500 down and a 500 every week paid up to that 13 week. Thanks, Karita, for helping me that

JULIE ANNE Williams: do you think that's gonna scare them off, because I saw you make a comment to someone else. Don't you? Talking about the price too soon? When we put the hybrid dock out the Google Doc, which is

JULIE ANNE Williams: is that gonna scare him off? I mean, I've got

James Kemp: it gives you. It gives you the opportunity to come in at a lower. Just like, Matt was saying. She's launched, and most people are buying the the more intensive, you know crunchy thing.

James Kemp: and it gives you an opportunity to launch something at a lower rate later.

JULIE ANNE Williams: your question about what the pay and follows.

James Kemp: because if you want more pay and folds.

James Kemp: then if you tweak that to like 4 or 4 and a half, you're gonna get a lot more of those

JULIE ANNE Williams: 4 and a half from what do you mean? 4 and a half grand. Yeah, your total is your total is over. How many weeks?

JULIE ANNE Williams: While 13 weeks after the 500 initial.

JULIE ANNE Williams: which turns out to be about 7. But then, if they're paying full in the cart, it's down to 5. Okay, yeah, you'll get some.

James Kemp: But if you want, if you want more, then it's more like 4 or 4 and a half.

JULIE ANNE Williams: or you could. Your your other option is, leave it at 5, and then add a bonus of a call or something else done for you. Sure can.

James Kemp: Hi, Phoebe!

James Kemp: Goodbye, James. Hello! Am I? Good! How are you.

Phil Britten: Buddy? I think. I think maybe Julie previous person might have answered the question, anyway, but didn't want to remove my hand. I've been selling a a 3 grand offer, you know I'm capping a 5 a month that I'm bringing in pros. But as I think, Natalie was saying, that you're getting all those ones that are just underneath. And they probably either can't afford it or the barrier of entry.

Phil Britten: for whatever reason isn't right. Is there a percentage that I'm really hesitant of low ticket stuff. I've done it before. It's an absolute headache of low ticket stuff, would you? What would you recommend to capture those guys? What price point. Is it just community access, or is it? What would you recommend?

James Kemp: Do you have a pay plan on the 3 Grand

Phil Britten: Yup? So there's 6 grand a month for 6 months. Sorry? 600.

James Kemp: Okay.

James Kemp: yeah. I mean, we we found consistently that the best way to to get pay unfolds is by selling by leading with weekly. See? You actually sell more people onto the opportunity in the offer.

James Kemp: and then they choose at the pricing level.

James Kemp: So 1 50.

James Kemp: This is the the perversity of all the stuff is 1 50 a week is likely to get you more people paying 3 grand.

James Kemp: essentially, you just get more people to the offer and more people to the car. So you just get more. Yeah. And again, if you re offer on the 3 K

James Kemp: after they start at 1 50 over, you know, either milestones or particular

James Kemp: on a particular time delay

James Kemp: you'll just get during all in more sales

James Kemp: the the the correlation between

James Kemp: like low ticket and low-ticket people, isn't there? Just yes.

James Kemp: crappy clients to crappy clients. And there's lots of crappy clients with lots of money.

Phil Britten: Yeah, I think? So, for example, in the the main group, you know, we're offering coaching calls the course and the community.

Phil Britten: Would you try and capture the lower guys, I don't want to do an extra product. And and then what time out would you just offer the community at a set at a lower price? So it's not extra stuff. And I don't get the coaching up bluff in sales. If you financial engineer of what you've already got before you need to do that

James Kemp: right? Okay. You know, II knew I was going to do the 3 K code 5 months before I did it.

James Kemp: I wanted to to capture. You know the the cool piece of the market who wanted my help, etcetera, before II was generating demand for people who Co quote unquote couldn't afford it

James Kemp: byproduct of tapping into into that market.

James Kemp: Fantastic cheese, Mike. but and in terms of just the strategic steps you're thinking the right way of like, what can I take out of this to have a lower level of delivery by using a destination?

James Kemp: So you think you might worry about that?

Phil Britten: Thanks.

Cool.

James Kemp: Hello! Oh.

Louis Calvert: 2 2 little questions, if that's right. So number one. Again.

Louis Calvert: Yeah. Me, me and Ryan on the same time zone here got the blue light blocking glasses on well.

Louis Calvert: not when I'm talking selling hours. Got 2 little questions selling hours.

James Kemp: You have a different price for inside the syndicate and outside, right?

Louis Calvert: how do you differentiate that? Because I've always wanted to sell hours. But I've I've always been worried to kind of undersell myself on those.

Louis Calvert: So then I

Louis Calvert: take myself out of a cell for the main thing. If you get what I mean.

James Kemp: Yeah, I get what you mean. That's not a real

Louis Calvert: yeah.

Louis Calvert: Yes. So you know, is it like

Louis Calvert: the difference between being inside the syndicate and outside the syndicate in terms of paying for an hour. Yeah, what's the kind of percentage there? And is there any thought behind that? Because that's what I'm trying to get right for myself

James Kemp: or the the equation.

Louis Calvert: Well, if it's like a hundred pound, no, it's not but 100 pound for one, and then 200 pound, if they're outside, so you can. No.

Louis Calvert: is that kind of is that kind of it?

James Kemp: Roughly. yeah, at the upper, at the upper bounds. you know, it's it's more like a 50% premium than a hundred.

James Kemp: There's 100% premium over 2 and a half grand gets to 5 grand an hour, and I've done 5 grand an hour before.

James Kemp: but the net demand on 5 grand an hour falls off pretty quickly

James Kemp: to limit the amount of

James Kemp: market there, and the and the enjoyment that I have I want. I want to balance doing them enough with getting paid adequately. So II don't want to price everybody out of the market. There is a market for me at 5 grand an hour.

James Kemp: but doesn't mean it's a market. I particularly want.

Louis Calvert: Yeah.

James Kemp: So to answer a question that you didn't ask the reason for doing it

James Kemp: is more valuable than anything

James Kemp: right. The reason for doing it is

James Kemp: in the course of opening my

James Kemp: program or my community, etc. Etc. A ton of people have just asked me if I just, you know, do a plan.

James Kemp: So I've made 5 h available for people who are outside the community for this

James Kemp: at this rate. And what happens is that the people in your community also paying attention, and they ask if they can bite to.

Louis Calvert: and then it's cheaper for those guys. Or or would you suggest it for it cheaper for those guys?

James Kemp: If you're limiting the hours, I wouldn't make it cheaper

James Kemp: if you're saying, Oh, you want some more hours. They've opened the door to you, selling one on one. They've opened the door to selling. A different engagement.

Louis Calvert: Yeah, yeah, I like that.

James Kemp: I'd like, I would be candid. Here, I talk about boundaries a lot. And you know, product, keep it that

James Kemp: there are clients that I make exceptions for who have access to me that are not publicly

James Kemp: available. I'd never sell, and in many cases I'd never repeat. But there are certain

James Kemp: clients. Objects are times at certain places that you just customize something for.

Louis Calvert: Yeah.

Louis Calvert: nice. And then the next question was about a live event. And it's just I have been thinking about doing a live event for a while like a small, intimate one with maybe 5 people, 6 people.

Louis Calvert: Would there be any point when you'd say that this actually might be more of a distraction than anything, because that's the thing that I've been worried about being for me. because this is all.

Louis Calvert: I'm getting good momentum and stuff like that. I'm worried. It might be a distraction than anything else. Would there be any rules of thumb there, or anything, or is it always a good idea? There's there's a set. There's a simple one.

James Kemp: If you're just redelivering what you're already delivering online in person. It's not a distraction.

James Kemp: If you have to create custom material for the event that you're not currently delivering online, it is

Louis Calvert: very good rule, very helpful rule. Alright.

Louis Calvert: mine might be delivering something that I'm eventually going to deliver. And online in a bit of a rougher way.

James Kemp: Sure, yeah, it's valid

James Kemp: if it's in the workflow, and it's going to be produced and created anyway.

James Kemp: Yeah. And that's part of the work. And it's, you know, tested and built in that environment, then

James Kemp: that's fine. But if you're having to create

James Kemp: curriculum and something for an event, specifically.

James Kemp: then, that is hugely time consuming. And hugely.

Louis Calvert: yeah.

James Kemp: potentially constricting to the other things.

James Kemp: I just think about events as an in person delivery of the stuff I'd already do online.

James Kemp: And and even even when someone comes with me

James Kemp: for a day, and we scribble all over the windows and stuff like that. It's the same pieces. It's just way, more

James Kemp: depth and nuance. And

James Kemp: it's the same stuff.

Louis Calvert: Yeah. And I'm and I'm an assuming, because obviously, a lot of people are in the syndicate that come to the barley events and stuff I'm assuming. There's a lot of space in between delivering something they may have already seen for the customization, for the going into the depths of what it's like for them you are. It's always the nuance.

James Kemp: right? Yeah, the last, the last one on one like vip day, if if you like that I did here.

James Kemp: That's someone I've worked with for years. but like 2 things is like.

James Kemp: how I see does how those things stick together that you can capture in person that you just

James Kemp: you might eventually get there online. But it's just time together. And also also in the space

James Kemp: it's always like we walk on the beach, and we're chatting, and he's like

James Kemp: that thing you said there. And the thing you just said before, and that thing you said 6 months ago.

James Kemp: It's it's very rarely here. right? It's usually in the space in between. So it just creates that.

Louis Calvert: Alright. Alright, I think that's made my decision. I'm I'm excited for a live event. Nice one. Thank you.

James Kemp: And of course you get lots of photos for social media.

James Kemp: It's a side benefit when you're really bad at taking photos that make.

James Kemp: hey, Jeddi? Hey, James, can you hear me? Yeah.

JD Crouse: So I've been making offers, and I've been. I've been leading with a very spiritual focus around identity, purpose.

JD Crouse: authority, and power, something I'm really passionate about. And I've I've identified a pain.

JD Crouse: Guys are like.

JD Crouse: you know, I don't know what my purpose is. I've had success. I've got a good family. Everybody around me would say, I've got a good life, but I feel empty right?

JD Crouse: And

JD Crouse: but I haven't transitioned in that into a pain that they're worth investing in themselves.

JD Crouse: And there's a little bit of. I think, a disconnect with. Why? Why? Why am I paying for essentially kind of some spiritual counseling? It's just a different model.

JD Crouse: like some of these guys that are reaching out. I'm getting in Dms with or getting on the phone are

JD Crouse: you know, they regularly attend church. They are involved in.

JD Crouse: Well.

JD Crouse: what I what I wanted to ask you about was when you launched the Syndicate, and I was trying to go through some of our old Dms on Facebook. But it seems like you launched it at a 10 k. One pay, or a

JD Crouse: something like that in the beginning.

JD Crouse: What what my gut tells me is that is, that I want to

JD Crouse: put something out there that, like this is a the number that I you was thinking about yesterday was, this is $100,000 a year. almost a shock to shock people into.

JD Crouse: Oh, my gosh, somebody might actually pay him a hundred grand

JD Crouse: for this type of yeah device. Just a just total positioning thing right? And then and then say, look! As a founding member, you can get started for 100 bucks a week. Let's go.

James Kemp: So I just wanted your thoughts around that cause. So I'm that's not feel like in Congo that's in congruent positioning

James Kemp: like the Delta is too big. But there is.

James Kemp: There is a that mentorship

James Kemp: frame that I've given you here

James Kemp: that can be used to position. The other thing. which is

James Kemp: I've got this. I've got this program that's on like this community where we get together and do these things.

James Kemp: But some people have said that they want this.

James Kemp: They want private mentorship. They want this thing. It's a hundred $1,000.

James Kemp: It's not a course, not a program. It's you, me. and give you some guidance. And you know, putting structure around the things you've already got, and assembling those in your eye.

James Kemp: and guess what some people buy it.

JD Crouse: Go back and

JD Crouse: fill in the blank on the Delta is too great, because what I heard was that it was between a hundred immediately sell

James Kemp: a hundred dollars a week thing positioned against a hundred to $1,000 thing

James Kemp: you will sell it. They will provide contrast over time

James Kemp: where you might enter a conversation where someone says

James Kemp: I saw your thing, but I can't afford it, and it says, March, but I love what you're saying, etc. And then you go. Actually, there's a thing I've gone. It's only 100 bucks to get started

James Kemp: so. And in the context of initiating a conversation.

James Kemp: actually, you know, in a shared. But people don't go.

James Kemp: Oh, he's got a hundred $1,000 thing. So the $100 thing is a bargain. There's no direct.

JD Crouse: And I wasn't gonna sell it against the $100,000 thing. I just it was literally just a positional thing to to I. But in the how do I get them to see that in the flow of my communication within?

James Kemp: Well, it's just it. The the age or answer of making the offer

JD Crouse: just make. Okay? So I got a hundred $1,000 thing. I got a fine.

James Kemp: Yeah. The and the reason why.

James Kemp: You know, people have saved with the community they get, you know, an amazing support remains mental health. But some people just want my personal help.

James Kemp: Yeah. So I've got space for 2 private mentorship. It's this, this and this, and it's $100,000.

JD Crouse: Cool

James Kemp: 100,000, is not

James Kemp: this. There's lots of coaching out there. That's the underground 2, 5,300, 600.

James Kemp: It's it's around. It's around

James Kemp: value. Return.

JD Crouse: Yep.

James Kemp: the most expensive.

James Kemp: pure coaching mentorship I've ever saw was a hundred 50,

James Kemp: and the most expensive thing

James Kemp: was 2 50

James Kemp: outside a licensing deal, but that was that included a service delivery component and some consulting

James Kemp: there are people out there who are just

James Kemp: pay to talk to someone who knows what they're talking about

JD Crouse: right.

JD Crouse: cool

JD Crouse: well, and I think that the component of the what's in it it's like.

JD Crouse: And maybe you could speak to this, but trying to place a value on

JD Crouse: the removal of things.

James Kemp: you know. Yeah, it's it's it's what's not in it.

James Kemp: Because people people with money don't have time.

JD Crouse: That's right.

James Kemp: People with

James Kemp: time generally have no money.

JD Crouse: right

fruit.

James Kemp: People with no time or money stay the fuck away from.

James Kemp: But the the the those people are essentially paying for the show. I've I have a I have someone who just

James Kemp: calls me up to ask what I think about certain things.

James Kemp: right? Because I'm just as

James Kemp: outside brain for perspective on something. I'm thinking about this.

James Kemp: I'm thinking about that. How do you look at this? How do you look at that

James Kemp: right cause? He values that outside perspective on his own thinking.

JD Crouse: Right? You're you're literally getting paid to be and to have insights.

JD Crouse: Yeah.

James Kemp: cool. Because, thank you. Those people value perspective. Those people value the shifting perspective in their.

James Kemp: They're smart enough to to know what they don't know, and that they can't see everything.

James Kemp: which is why we have

James Kemp: get out any outside help right? I can't see everything. So therefore I need someone who may be able to see or see into the future on, on a different dimension.

JD Crouse: I think that's why I pay a crazy guy from Valley. Not sure.

James Kemp: probably.

JD Crouse: Hey, mother, thank you. Signat

James Kemp: thanks, man

James Kemp: anymore for any more.

James Kemp: The

James Kemp: one of the things I found the if you've only ever done

James Kemp: low-ticket or highly leveraged programs, or people. Just think you're just selling.

James Kemp: even if the perception of it is that you just sell programs and those things

James Kemp: as soon as you go out there and sell some level of access. it it stimulates as part of the audience. You didn't even know we're paying attention or watching right? Some of the people

James Kemp: who bought consulting hours with me, especially

James Kemp: back end of last year. I was like.

James Kemp: I had no idea that that were paying attention

James Kemp: and no idea that they were following me on social and reading my emails and those kind of things because I don't change that stuff.

James Kemp: But the I had no idea that they were paying attention, and there were.

James Kemp: and in a real sense. outside my target group.

James Kemp: But the things I was saying and the position that I had, and the insights that I was giving well

James Kemp: appealing to them on a dimension they wanted to apply for themselves.

James Kemp: So in the case of me, specifically.

James Kemp: most of the consulting and things people have bought. They've either been

James Kemp: stuck in someone else's

James Kemp: world, you know. They're in a program, etc. But they just don't have the attention

James Kemp: to assemble it together and work it out, and they know that I'm familiar

James Kemp: with those components. I help them reassemble it.

James Kemp: or they've got giant businesses that they are trapped in. and they're looking for simplification.

James Kemp: for for efficiency, and taking some of those things, and that usually happens in 2 factors.

James Kemp: I'll consult with them, and like one of their team, and I'll and I'll show them how paid workshops work and how we use customers to clients in those components, how we use financial engineering. So we'll circle around that kind of offer.

James Kemp: and the piece which in a in a big business provides returns that are ridiculous for them, because it's just they get more offers, they get more clients, etc.

James Kemp: And then the other arm, which is the how the hell do I

James Kemp: unpick myself from these golden handcuffs and simplify my business and maybe streamline my team. And

James Kemp: actually, secretly, I hate this. But I'm making lots of money

James Kemp: kind of stuff.

James Kemp: And those. So those people aren't

James Kemp: syndicate people, if you like, or 3 K people, you know, they look at the programs and they'll look at the the more leverage in the group office and go. That's not for me.

James Kemp: So these can. They can definitely tap. And I've seen them

James Kemp: where I can think of one like Karen. Example.

James Kemp: I've seen selling.

James Kemp: you know, someone someone here added, just the vip option of A

James Kemp: to their workshop, you know. $100 for the workshop

James Kemp: and a thousand dollars for the workshop, and then, when a call.

James Kemp: and that the engagement with the vip and those things has spawned a whole nother

James Kemp: product and a whole nother experience a whole nother offer. And now he's got his first people in paying and recurring that

James Kemp: so they can. Also, you know, I talked about momentum.

James Kemp: They can also stimulate

James Kemp: and put things on the table that weren't there before. Just by by selling time or selling close proximity.

James Kemp: we can have conversations and tap into parts of the audience and places that

James Kemp: that aren't appealing to your other stuff, cause we.

James Kemp: no matter how hard we try, we are, we are fairly limited in the dimensions we talk about. Otherwise we get scattered. So it just it just allows an offer and allows a way for us to to talk to bits of the audience that that we can't, that we

James Kemp: can't do in the general course of our of our communication with them.

James Kemp: Lucky last, Ryan.

Ryan Herrington: Yes, just quickly, and and it kind of leads off the back of what you just said. Because my audience is that startup phase. But there's a level of stimuli, like mental stimulus that I get from serving other more advanced clients.

Ryan Herrington: with my mentorship offer. and it's around the the inner circle aspect that you've got.

Ryan Herrington: Could my one to one mentorship

Ryan Herrington: clients, when I have

Ryan Herrington: a handful, 3, 4, or 5 of them become the inner circle

Ryan Herrington: for more, a more private.

Ryan Herrington: higher level clientele, but on the longer term.

Ryan Herrington: not longer term offer fully. Yeah.

James Kemp: Lots of people join for

James Kemp: join for the result. But stay for the community right?

Ryan Herrington: Yeah. Now, it's like.

James Kemp: unless it's really obvious that that person's not going to benefit from it. Or that's like off the table. And I've got a couple of clients like that.

James Kemp: you know, one who

James Kemp: doesn't want people knowing in a way.

James Kemp: on the thing.

James Kemp: Unless it's unless it's

James Kemp: those things are off the table.

James Kemp: I always endeavor to build community or group

James Kemp: around. That was just the frame that

James Kemp: we're smarter together.

James Kemp: and we have different dimensions and perspectives there. So even if you've got a limited number of one on one.

James Kemp: people

James Kemp: having a group element, even if it's just, you know, the first iteration, this indicate wasn't a group call, it was just a

James Kemp: a slide channel

James Kemp: is hugely beneficial because it also becomes a thing.

James Kemp: And if it's a thing that you love, and it's lucrative, etc. Then

James Kemp: we're much more likely to sell into a thing once we've got it rolling.

James Kemp: because I've got 4 people doing this. Then why not? 5.

James Kemp: So you're you're more likely to grow it and make an offer around it.

Ryan Herrington: But yeah, that perfect, that's all that does help. Just because again, it's just that there's a

Ryan Herrington: protecting. The conversations in the group call to keep

Ryan Herrington: those clients stimulated as well, because

Ryan Herrington: he's like first 5 clients to making your

Ryan Herrington: consistent 10 K's different kind of conversations.

Ryan Herrington: So that makes sense. Thank you.

Yes.

James Kemp: The thing I'll leave you with is discernment right?

James Kemp: Because

James Kemp: one on one, and these components are selling time. They are highly valuable.

James Kemp: and they have a high return, all right. But things that have a high return also have a high cost.

James Kemp: you know, and the things that have burnt me out the fastest lots of time at zoom, lots of one-on-one.

James Kemp: you know. Lots of events and lots of availability, and you know little boundaries. So it does require a sermon to deploy these things and place limits on them.

James Kemp: and we talk limits a lot about, you know, just the practical elements of kind of scarcity and deadlines, and these things

James Kemp: both to stimulate the market and get a decision, but also to.

James Kemp: you know,

James Kemp: mitigate delivery issues. You know it's great to sign

James Kemp: 15 clients at once. But if you can't onboard all 15 clients in the in a row of time. You're not going to have 15 clients for very long.

James Kemp: So

James Kemp: used a sermon, you know. Go under the the limits that you think you can have capacity for.

James Kemp: You think you can take 5 one on one client, so you think you can do 10 HA week. My recommendation is, halve it

James Kemp: because that's the reality of what you can deploy adequately

James Kemp: and

James Kemp: sure, if times are tough and

James Kemp: you need some cash flow, then

James Kemp: maybe you do need to sell every hour that God gave you to to get back on track.

James Kemp: There are. There is a time and a place for those things of doing things. We've all done things

James Kemp: that that maybe didn't necessarily want to do for to stay in the game.

James Kemp: So used a sermon when you're deploying these things, then their their power is in their simplicity. But they're also powers that you know, that they're putting you in a place to move forward rather than might maybe limit the next step that you can make as well.

James Kemp: Thank you all.

James Kemp: A couple people message me about the event. Privately. I give syndicate folks first dibs on those. I only put the date up yesterday.

James Kemp: So I'll release those.

James Kemp: probably in a week or so like more publicly after I've got some more folks in the cinder get. So

James Kemp: thank you very much. We'll get the recording out later, Alex. We'll edit the bullshit at the beginning and the

James Kemp: the rambling at the end, and

James Kemp: We'll get it out to you. Our syndicate people will be in the in the piece, and I guess I'll be in the we'll host on the page. But we'll drop you an email when it's ready.

James Kemp: Cheers.