Are you experiencing friction in your business? Learn how you can turn that friction into freedom by using powerful frameworks.
In this episode:
01:40 – Taki’s specialty
02:13 – Why is freedom important?
04:20 – The Attract, Convert, Deliver (ACD) Chart
06:08 – ACD 1.0 vs ACD 2.0
07:00 – 2 easiest ways to be free
07:06 – Get the right tool
08:09 – Get a virtual team
08:52 – Taki’s upcoming presentation at SuperFastBusiness Live
10:14 – Upscale your brain software
10:48 – Learning and doing
12:50 – Choosing the right platform
14:20 – Offering workshops
16:30 – Using frameworks and checklists
18:10 – Taki shares an article about Obama’s decision making
18:47 – Examples of businessmen saving time on decision making
20:45 – An action step from Taki Moore
James: James Schramko here, welcome back to SuperFastBusiness.com. Another special guest episode where we interview people who know really cool stuff about cool things and I can’t believe that I haven’t had today’s guest on the show earlier because we’re such good friends and we catch up pretty much every single week.
Welcome to the show, Taki Moore.
Taki: Dude, about time I got this invite.
James: I know. I know you’ve had me come and chat to your people at a special event you ran and you’re coming to speak to my people at the event.
And then this sort of podcasting cross-over was destined to happen and we’re going to be really dialing in on the topic of freedom and how you might sort of achieve that.
Now, you run a very popular website called CoachMarketingMachine.com.
James: And, you’ve primarily worked with coaches to help them market their coaching business to get students and to deliver good results right?
Taki: Exactly. Yeah, most of my guys are great at what they do and often not so good at the “How do we get enough clients to do it for” piece, and so my job’s the marketing and sales guy to teach them how to do that that well.
Freedom In Life
James: And I think that topic has a broad application for most people listening to this. Most people are looking to get customers, looking to convert, looking to somehow deliver whatever they’re doing in a leveraged fashion and that happens to be your specialty. So, let’s dig into this.
As the coach’s coach, I’m sure you’ve got some highly evolved techniques and I’ve seen you in action. I’ve known you for a few years now and you do really walk the walk as opposed to talk the talk.
So, freedom is important to you. You might just give us just a little bit of context about how that applies to your life. I know for one when I’m travelling around the world, quite often, you’re right there beside me even in another country so I know you do travel a lot. How else does this freedom theme translate into your life?
Taki: Yeah, good call. So I think, since I was a kid, freedom and fun have been my two kind of biggest drivers and so that hasn’t changed a lot. What did change though was about 13 years ago, we had a son called Ethan, and he’s an amazingly funny, bright kid, but he’s got cerebral palsy and autism and epilepsy – just a bunch of physical challenges.
And so, we needed a way to be able to run a business that let us, if we needed to, kind of drop everything and spend 10 weeks at the hospital or whatever. A bunch of crazy stuff has had to happen so that’s kind of led me to how do I…
Tim Ferriss would call it “minimum effective dose.” How do we get the biggest result with the minimum amount of input so that we can live a really great, free life?
And so for me, that’s about “How do we make more money?”, “How do we make more impact?” and “How do we get more freedom?” In its current iteration that means that we do somewhere between one and two million bucks a year which is good for the money point of view.
We change tens of thousands of people’s lives and businesses which I’m really, really proud of and we get to take an incredible amount of free time, about four months off a year with this crazy kind of brood of kids with us all around the world.
So it’s about four months a year, travel away from Australia time and some of that is actually hanging out with you in the States and enjoying Burger Fridays but a lot of it is kind of on a plane and off with the kids adventuring somewhere as well.
James: And you have about a thousand kids too, right?
Taki: I do have about a thousand kids, that’s true. I started when I was very young. I tell everyone that I was really popular in year 10 and that’s why I’ve got all these kids.
James: That’s kind of weird, like both you and I have some grownup kids.
The ACD Chart
James: And it’s bizarre going to the pub with your kid and I don’t feel that old and I know you live a young lifestyle as well, so it’s kind of cool. Now, a big part of what you’ve done is simplify everything out.
When I look at your business as an outsider looking in, what I see is that you have a very clever way of just focusing on the stuff that’s important and you really do just disregard things that are irrelevant.
So, you’ve pared it down to the essentials and you have a nice way of explaining this. You might want to talk about your ACD chart that you were referring to me at some point.
Taki: Oh yeah, cool. So, I just kind of broke business down into, effectively, these three things that every business has got to do and you’ve got to Attract new clients and new customers, you’ve got to Convert them from prospects to client or from curious to committed, and then you’ve got to Deliver your service.
And so, if they are your three pillars that make up any business, then how do we do that in the most leveraged way possible? If I think about most of the guys who come to me, the way they attract, convert and deliver when they first come is very 1990s.
The way they attract is kind of its manual prospect. They knock on doors or they cold call and they network and they collect business cards and they follow up. And it’s really unleveraged, right? The way they convert is one-on-one sales appointments – face-to-face or on the phone.
And again, that’s a bunch of time and they sell, if they’re good they’ll have an appointment and they’ll sign a client but they don’t always and so that’s kind of hard work. And then the way they deliver is often some kind of one-on-one time for money service.
And if you think about what those three things have in common – manual prospecting and selling onesy-twosy and delivering time for money, what they’ve all got in common is they’re all fuelled by your time and your effort and you don’t have that much time, and eventually you’ll run out of energy, and so I think that’s a flawed model.
And so, just crazy excited about A – doing in my business and B – sharing with others is how do you flip that. So instead of like business 1.0, which is the manual hard work, slow way, to do the new way which is still Attract, Convert, Deliver but it’s 2.0. And so instead of manual prospecting, we automate our lead generation and automate our marketing.
Instead of selling one-on-one, we’re able to sell with, in a leveraged way, typically, with webinars. And then, instead of delivering a time-for-money service, how do we leverage that, so we can touch thousands of people in a way that an extra hundred customers doesn’t affect your work week or even your work day, not even by a minute? And that’s kind of what I’m juiced about. I think that’s 2.0.
And the difference between those two is 1.0 is your time and your energy and 2.0 is going to be filled by a different fuel, it’s fuelled by having some IPs and content to share and secondly, by having some systems in place and so I think that’s kind of the big distinction, the big shift.
Overcoming That Huge Hurdle
James: What do you say to people who are there thinking it’s all right for you, Taki, because you’ve figured this out. I see a lot of people feel helpless where they have this expertise and they’ve got people trying to buy their stuff but they’re like: “I can’t figure out the tech” or “I struggle with the…You could tell me and I can’t implement it,” “I’ve struggled with finding people to get to do this.” How did you broach that subject originally?
Taki: You mean specifically in terms of implementing these ideas?
James: Yeah. It sounds fantastic, it’s magical. How do I do it?
Taki: Yeah, cool. So, there’s a bunch of different ways to get free and I think that kind of the two easiest ways for me, automate just means I don’t have to do it.
And so I’m either looking for how do I automate through a tool – and I know you and I both use Ontraport – and how do I leverage through a team, and you and I both have teams in the Philippines, although yours is ginormous and mine has three dudes. So that’s kind of, the first thing is, it doesn’t have to be very hard.
I think when I first got started, I didn’t know you could…there was software and I didn’t know you could get virtual assistance so I just kind of learned WordPress and HTML and some techy stuff and honestly, it got me through but I’m really glad that I stopped that as quick as I learned that somebody else can do it because I suck at it.
I’m not very good in the tech’s age and it’s really frustrating. I think the technology is a place where lots of people get stuck.
And so the shortcut is to, as much as you can, leverage off work that other people have already done. So I know that when I’m working with my clients and we need like a webinar campaign – how do we get people to show up to a webinar or sign up to a webinar? – well they could go away and try to figure all that out.
For example with Ontraport, there’s this thing called the OATs code which is like a prebuilt system that for example, I might have built or you might have built and I get a 10-digit code, they can punch in the 10-digit code and they get the whole campaign dropped into their account straight away without having to do any of the tech, you know?
So that’s the first way. And then secondly, I would say just get some help from either somebody who knows what they’re doing and be willing to pay a premium to never have to do it, or get a virtual team that can do stuff for you at a much, much lower cost.
Does that kind of answer your question? I’m not sure if it does.
James: Yeah it does. Basically, you’re saying you’re going to have to just get the right pieces.
Taki: You can learn or get some help, right?
James: Get the right tool and get someone to implement it and I guess there’s a lot of people in that struggle street startup phase where they don’t feel they can afford to but I almost feel like they can’t afford not to, because it takes years to learn how to run this stuff automatically.
And then, you really alluded to something very clever, is building off someone else’s framework.
Taki’s Upcoming SFB Live Presentation Sneakpeek
You have a four-campaign sort of approach to webinars which you’ll be going into deeper into your presentation at SuperFastBusiness Live.
James: So someone could literally say: “Okay, here’s Taki’s Sign, Show, Pay and Follow-up sequences, I’m just going to roll that out now” and it will be much faster than having to identify that there are four campaigns and then to figure out what you should actually do. You’re just going to lay it out for them on a platter?
Taki: Yeah, literally and including here’s what to say in email one, and then these are the dates that you send these emails out, and then these are the SMS that wants to say… Just literally, boom, on a platter.
And then, you don’t have to be creative or technically brainy, just take what works and drop it in. And I think about my business, every month, I’ve got this idea that there’s 50 thousand things that I could be doing and I put them all into this big fat list called: “Someday, Maybe.”
And then once a month, I just pull one thing out and I call it my “monthly marketing project” and so I kind of sit down with my tech dude, but you could do it on your own, and just go: “What’s the one thing this month?” Do that.
And then I think about installing it into my business, almost like plugging an Atari cartridge into an old Atari. Just slot it in, boom and it runs. You know what I mean?
James: Old school, man. You’re showing your age.
Taki: Yeah, I know it’s like that.
James: A cartridge. A cartridge, do you remember that? So it’s like adding an app to your iPhone?
Taki: It’s a lot like adding an app to your iPhone. Right, thanks Mr. 2014.
Learning versus Doing
James: Oh, you know, you’ve got to stick with the program. Now, at some point, I think it’s really appropriate that we mention that you have to get out and about. You should go to events, you should become a member of other people’s programs or communities to upscale your software, your brain software.
You and I both do a course. We also run our own courses for students who can literally plug in to our existing knowledge base and experience and frameworks.
So, that has probably been the biggest shift, is when I started investing in education and traveling to events and buying courses and implementing is when my business skyrocketed as well. So, someone has already figured it out, more time turning the wheel, less time trying to invent it. Right?
Taki: Yeah. I think that’s a great one. I think about it. Really, there’s two things that you’re going to be doing for the rest of our lives in business – you’re going to be learning and you’re going to be doing. And the learning part can either be learned from a smart kid who has done it before and who’s going to show you the path in which case it’s just, “Are you going to follow me in the way to go?” or you can learn it the hard way, which takes ages.
And so, yeah, a big part of both of our success is by learning from others and reaching out to people who are going where those people already are, to get the shortcuts and then be able to take it and synthesize and just focus on doing.
So, if you do learn in the smart way, I reckon your ratio is like 30% learn and 70% do. And if you do it the hard way, then you are going to spend all your time learning and never doing.
So you go straight to the right sources, you can pull what you need to know when you need to know it. I think Rich Schefren talked about the difference between “just in case learning” which lots of people do, and “just in time learning” which, you know, “Here’s what I need to learn right now, and I’m going to learn that bit.”
So for example, at your event, I’m super pumped about, we’re doing some crazy good stuff with our online marketing but I know that when I come into that room, as well as Sharon, I’m going to be able to you know, I’m super pumped about learning from Teddy and I’m super pumped about learning from Justin and others, some online stuff to kind of get my funnel even tweaked.
And I know that an hour with them will be worth three weeks of my own trial and error. It’s cool.
James: That’s it. And we’ve been crisscrossing ideas with each other, you know, for quite some time. I love it. I’ll be sitting here first thing in the morning, my phone will ring, “Hey dude, it’s Taki, are you up?” “Yes.” “I’m downstairs, let’s go have a burrito.” So we’ve been…
Taki: That breakfast burrito is really good, by the way.