From $2M to $10M: How Mastering This Skill Changed Everything in My Business

 I developed ONE skill that quite literally catapulted my business from $2M to $10M/year. And if you’re in the “online education” space, then read closely, because you’ll also learn some of my best tips and tricks for developing this one skill. It’s a skill that acts as a lever for EVERY. PART. of your business. One that makes every heavy lift infinitely LIGHTER and EASIER. AND It’s interesting, because I ask my students to rate their expertise level on this “one skill” all the time on a scale of 1 to 10 (10 being Mastery!), and the ones that rate themselves low... Well, they are consistently making less than $100k/year. And what’s more interesting, if you were to ask me to rate my ability on this skill back in 2016 (I was generating about $2M/year at the time), I would have said an 8 or a 9. Boy, was I MILES OFF target. In fact, I was humbled to my knees after a long frustrating day at the office. I was surrounded by those giant Big Post-It Notes hung all over the walls. Each one was filled with scribbles of colored markers and highlighters. They were an attempt to analyze the hundreds upon hundreds of results from a survey I sent out to my audience recently. It was a rather simple survey. I just asked people what they were struggling with... and what did they want to learn? And I had such a diverse array of responses, I could have written enough books to fill the entire Business Section at Barnes & Noble. I was more lost and confused than ever. Despite this confusion, I decided to proceed with my first official launch for this program anyway. And... It tanked. I was devastated. And I was left with the sobering truth: I really didn’t know how to communicate what I was selling or how it would help. Clearly. And as a result... My launch results were dismal. BUT... as you know, our “problems” are all our best teachers. And this “set back” set me on a path to learn a new skill. A skill that would serve me greatly and contribute to 5X growth in our business, generate million-dollar days, multi-million-dollar launches... and best of all: help our students do the same. So, what is this skill your business needs you to master? The Ability to Use Words to Move People Words are powerful. So, how you use them matters. When you communicate effectively, you can... ...attract an audience ...turn strangers into loyal fans ...get people to take action ...buy your stuff ...learn from you...and get amazing results! And if you really think about it, everything (and I mean everything you do in marketing involves WORDS! Your emails (like this one), your social media content, videos, podcasts, launches, landing pages, ads, sales pages... WORDS! All words! And quite frankly, most “online experts” SUCK at using words to move people. ...I’m not trying to offend, but it’s true (and if your stuff isn’t converting, 90% of the time, it’s a WORDS problem) But here are the two biggest camps I see: Camp 01: The Flowery, Emotional Awesome Copy The amount of copy I’ve seen that relies on surface-level, flowery, “I’m just like you boo” nonsense is embarrassing. “Oh hey, you’re sad, aren’t you? And you’re sad about being sad. And you’re probably sitting there at your desk with your Stanley Cup thinking, how does she know me so well? Well, I know you, because I was you.” I’m sorry, but playing darts blindfolded with a stranger's emotional states might get you a bullseye every now and again, but it isn’t enough to... to MOVE people. And Camp 02: HIRE the Flowery, Emotional Awesome Copywriter A lot of marketers are trying to outsource their message... and they end up with an overpaid, undertrained copywriter that writes the same darned flowery stuff. “I get you girl. You’re on your 3rd latte of the day, burnt out from all that work you’ve been doing, am I right?!” ...of course, as harsh as I’m being right now, both of those camps are still better than the old “fuq it, I’ll just wing it!” approach. Where you just open your mouth and start talking... or think ChatGPT will somehow capture what you do and put it into the perfect words. But no matter where you find yourself, the fact still remains: Words Matter. Communication is EVERYTHING. And if you haven’t honed this skill of utilizing the power of words to move people... then who the heck is gonna do it for you? How do you expect to get your reels to blow up? Your podcasts downloaded? Your emails read? Your launches consumed? And of course... your products purchased?! And in the offhand chance I still haven’t made my point, let’s try it from this angle: If you’re in the business of selling coaching, content, or memberships, then you’re a Thought Leader. In fact, that’s who people buy from: Thought Leaders... because that’s who people want to learn from... Thought Leaders. So, what do you think a “thought” is? It’s a series of WORDS strung together! (duh! haha) So, how can you ever expect to be the BEST Thought Leader in your space if you can’t position, communicate, or present YOUR thoughts in a way that gets people to stop dead in their tracks, drop their old preconceived notions (while you drop the mic) and say, “holy guacamole, this person is quite literally blowing my friggin' mind!” THAT is a SKILL. It’s a skill that will make you a lot of sales. And... it will be darned near impossible to make ANY sales if you refuse to learn the skill. So, let me teach it to you... cool? I mean, if you’re still reading, I must be doing something right... right? I’ve come a long way in 8 years. In fact, I went down a deep, deep rabbit hole of understanding words and communication… which led into a whole world of the human psyche: What motivates us? Drives us? What causes CHANGE? What makes us actually listen? Lean in? And TAKE ACTION? And I realized something: there is something at the CORE, beneath the surface that is causing one Thought Leader's message to be compelling and hypnotic, while most just sound like... “noise, noise, noise.” It’s not tactical. It’s not cookie-cutter. It’s not templates and “copy and paste.” But rather, it’s something much deeper. Something that may just change the way you look at your marketing and communication FOREVER. So, I’m going to do a little email series with you, if that’s okay? In a few days, I’ll send you an email. And we are gonna continue right where we left off. I’ll walk you through the Paradigm-Shifting Process that CHANGED the friggin’ marketing game for me, and I think it will do the same for you. Heck, I used it throughout this very email you read... It's also how I was able to write it so quickly! No staring at a blank canvas or praying to the AI Gods for inspo. Give me that Divine Intelligence baby! Well, now it’s your turn! This is gonna blow your mind... and for three reasons: - It’s stupid simple - You’ve never heard it before - It friggin works! So, just keep an eye out for my email, okay? See ya soon! Cheers, James Sent to: {EMAIL} [Unsubscribe]( Level Five Publishing LLC / Business By Design, 1785 W State Route 89A, Suite 3A, Sedona, AZ 86336, United States