Episode 23 Transcript
Heather:
Well, welcome to the show, Luke. I'm really excited that you're here, especially based on our conversation that we just had before I hit record. Hello.
Luke Charlton:
Hey, yeah, we basically just did a whole podcast episode.
Heather:
Right?
Luke Charlton:
Hopefully, we can remember what we were saying because it's pretty good.
Heather:
I was like frantically taking notes. Going, you've got to cover that and that and that. No, it's all good. Um, so I'm, I'm really happy that you're here because so many of our people that listen to this podcast are coaches. And I know that that's who you help. So, and I already know that you're going to come from it from a very different angle than I think a lot of people out there that are like, Hey guys, let's get you appointments, let's fill your funnels, blah, blah. I think you're going to come from it from a quite, quite different angle. Yeah.
Luke Charlton:
Well, hopefully, I know, let's see where we start.
Heather:
Let's see where we start.
Luke Charlton:
Let's see where we go.
Heather:
All right, so I'm gonna go into, you could take this one of two ways. Now, I know just based on what you told me, you're shifting your business a little bit, but also you
Luke Charlton:
Yes.
Heather:
are particular with who you help and how you grow their businesses as well. So take this question how you want it, but the question is, what are three tips for growing a business, yours or others, with less of that hustle and grind?
Luke Charlton:
Three tips for growing business with less of the hustle and grind. Okay, I think the first one is more of a mindset one and it sounds boring. I guess all the good advice is boring is what I've learned, right? And this is what I think what's made me quite and quite successful in my field is that I focus on the things that are maybe not as sexy, but we all know that we should be doing right. So when a client comes to see me to get to... it generally is to book them appointments with advertising. I'm like, okay, the first step is we have to get clear on your avatar, right? Everyone knows that you have to create an avatar, right? And then we have to craft your offer. Everyone knows you have to have a good offer, but they don't, like a lot of my clients don't take the time to actually do that fully. They try to like, I don't know if I can swear
Heather:
Yeah.
Luke Charlton:
half ass at different things,
Heather:
Yeah.
Luke Charlton:
but yeah, like there's fundamental stuff, right? And yes, there is nuance and you do need some skill to do that, but I find that... that when people start talking about those fundamentals, they often switch off, but that's what makes you successful. So anyway, coming back to your question, how do you get more done with less hustle? One of the big things that has helped me is learning how to say no more so than saying yes. I think it's, I think, you know, as I was saying before we hit record, like my to-do list, maybe like eight, nine years even, I've been doing this for about 10 years now. there was always something on my to-do list every single day. Like there was always, you know, in the beginning, yes, there will be a lot to set up. Like maybe you want to set up some automations or whatever you want to do. So yes, there are things to do in the beginning of your business, obviously. But my to-do lists these days is literally like, I might have one or two items that might be like, review a sales letter or, you know, create some type of SOP for my business. But it's very, it's a lot shorter than what it used to be. And I think a big part of that is, saying no to a lot more things than saying yes to. I think sometimes we feel like if we're not busy, then we're not moving, like things aren't happening. But saying no to most things, and then really important skill set is to saying yes, those small things that are gonna move the needle, that are gonna move the needle in the biggest way possible. So for me, for example, it's... This is a really great example is when clients come to see me, right? They go, okay, look, what I want to do is I want to set up, you know, these retargeting ads, right? And I want to do
Heather:
Yeah.
Luke Charlton:
all these fancy automations. And you haven't even got their offer converting yet, but they want to set up like, you know, retargeting ads to an offer that doesn't even convert. I'm like, an example, like a retargeting ad is that's like a 1% thing that might get you maybe one or two extra appointments a month. It's because they've heard some guru talk about it.
Heather:
I'm gonna go to bed.
Luke Charlton:
They want to get it set up right. And this is a This is the thing that people are saying yes to like, I've got to get this long, I'm going to get this other little 1% to set up and this little 1% or it's like, no, just say no to all of that all those little tricks and tactics. Focus on the highest leverage points, which is, as I said, get clear on your target market, who's your dream client or customer. And then number two is just okay, create a great offer. That's what you would want to do in the first instance in business, like are you selling a really solid, you know, a great offer to your market. That's the most important in business here, whether you're a a brick and mortar store or a coach, e-commerce, you need to know your market very well, you need to know what problem you're solving in the first instance, and then how your solution fits in with that problem. It's not the other way around, it's not create a product and then see who we can sell it to, it's go to the market first and see what their pain points are and how they're describing their problem and going, yeah, I can help you solve that problem with this product. So
Heather:
I love that.
Luke Charlton:
anyway, so that's the first step. And then the second step is, okay, let's have a good sales, a good solid sales process. just like, what are we gonna do to sell it? Is it gonna be a webinar? Is it, if it's an e-commerce store, it's like, what landing page are we sending them to? And does that describe the product clearly enough, right? So these like big leverage points and just focusing on, we've all heard it before, the 80-20, right? And if you do that, if you take your approach to business in just the big leverage points, then you will have a lot less to do on your to-do list. And then... Like I was talking to my business partner today, because I'm helping her, I did a sales team building side of things and running ads for our other business. And she focused on the products, right? And we just started working together. And she's really excited because now she can, you know, she's got her program that we're selling at helping women with finance. And she's excited because now she can actually spend more time on those one percenters, right? We've already got the offer selling, it's doing very well, but she wants to add things like gamification, right? Adding
Heather:
Right.
Luke Charlton:
quizzes to the course.
Heather:
Yep.
Luke Charlton:
Again, that's a one, like you don't, that's not the things that you need in the beginning. You just need to sell your product in the first instance. Like what,
Heather:
So true.
Luke Charlton:
so saying, yeah, so saying, saying no to most things and just focusing on the 80, 20 in the beginning is, and if you do that, you'll find that you actually have, you'll get way better results because you're implementing the things that actually count to get you whatever it is, traffic, sales, you know, happy customers. And then yeah, sure, when you have a bigger team, you can get them to do the one percenters, but. The business owner shouldn't be doing those things. So that's so that's Hustling is about I guess it's the first point is focus on 80 20 say no to most things that don't that don't move the needle up
Heather:
Absolutely brilliant. Yeah, I wanted to ask you on that actually. How do you run yeses and nos through your own filters, whether it's for your business or you're helping your clients? Like, cause here's the thing when you're growing your business, you're kind of, you don't know what you don't know. Right. And yeah, you're attacked by noise and gurus and shiny object syndromes and all that. How do you actually know what to say no to?
Luke Charlton:
Yeah, that's a really great question. So it depends on the where the you know, my client is in their business, right? So if they're just starting out well, as I said, the first step is who should what's your niche? Like who's your dream client and then let's craft an offer But if they're more established what I do is I just you know, because the numbers don't lie, right? So I go okay, how much are you spending on ads? You know, how what was the cost per click? How many appointments did you get? Yeah, how many actually showed up? How many did you close? What was the cash collected? How many did a split payment or whatever? How many of those went into your backend, say your backend program or whatever? So I just get all the numbers. And just from that, I can tell very quickly, this is too low, just from industry standard, doing this for so long, I can go, okay, that's way too low. Your show up rate is too low. We need more people to show up to your calls. So to answer your question, I just look at... look at their numbers through each
Heather:
Ah.
Luke Charlton:
part of their process. And then I go, this is the biggest leverage point right here, your show up rate is 20%. It should be in about, for your market, about 60% or whatever it is, right? So that's a big problem. We need to fix that bottleneck. Or it could be, like I was speaking to a client, very successful coaching business doing like 400K a month and their closing rate is like 18% or something.
Heather:
Right.
Luke Charlton:
That's 18%. So they do a two step close, right? So they get someone to jump on the phone first, qualify them, and that qualified person is then put on the sales person's calendar, and their sales people are only converting at like 18%. That second call should be converting at about 40 or 50% for a qualified person in that second step. For a one step close, it's about 25%, but this is a two step close. So that second call needs to be high. So again, that's a big leverage point. And I said, if you just get that, if we just fix that one thing, go from 20% to 40%, which is just the baseline industry standard, you will literally, like you'll double your revenue just by focusing on that leverage point. So this is what I mean. Now that we know that, clear everything off the schedule. Don't worry about the retargeting ads. Don't worry about the gamification.
Heather:
Good.
Luke Charlton:
Don't worry about what people are saying in Facebook group. Just do that, fix the sales script. So that's one of the first things that I'm... I'm doing with that client. Let's just fix the sales script. There are other like kind of small leverage points in the file that are not doing as they're doing okay. But that's the biggest problem in their whole marketing and sales ecosystem at the moment is their closing rate. So yeah, I think a big part for me is their numbers. But if the coach is brand new, they don't have any numbers generally. They might get beginning one or two appointments. And then I just use the standard, okay, well you need to fix it to market offer. Let's launch it. any funnel feed, you know, they don't have a funnel. So
Heather:
Yeah, get
Luke Charlton:
that's
Heather:
started
Luke Charlton:
it.
Heather:
so you can actually get the numbers.
Luke Charlton:
Exactly
Heather:
Yeah,
Luke Charlton:
right. Yeah.
Heather:
yeah, I love that you mentioned numbers because you're right, data doesn't lie, does it?
Luke Charlton:
I don't lie. I you know, because my clients tell me
Heather:
Haha
Luke Charlton:
they tell me like my client she was complaining about, you know, lead quality of these people are not closing. Okay, I said, send me how many appointments have you had over the last 30, 30 days or something like 64 appointments booked in her shop rate, it's not great. It's like about 40 something percent. So I think she spoke to 25 of those 60 of the 25 and this is B to C. So the shop rates are a lot lower in B to C. Um, then from that 25, uh, she, uh, seven were qualified and got booked in to a second call. So as I said, I know from that, if seven got booked in, she should have at least had two to three clients based on just industry standard. And I said to her, look, I can, without even going into your sales script and knowing anything about, um, the sales, I can tell just from these numbers that you're spoken to seven qualified leads in that second call. And they've already spoken to her once and they've watched homework and all this stuff. I know that there's something wrong with your sales process. And so then I dived into that and what was happening was she wasn't following the script. She wasn't following the training. She was letting people off the phone. She wasn't clearly communicating how her program could help the prospect. So there was a breakdown in the sales process. And I didn't actually need to review any of her calls or anything or a sales script, but I have since then. But I just could tell from the numbers, like as I said before, the numbers do not lie.
Heather:
Yeah.
Luke Charlton:
And that's the beauty about numbers, because my clients can tell me all this stuff about low lead quality and I just go, well, no,
Heather:
You can see
Luke Charlton:
I can tell,
Heather:
through
Luke Charlton:
some things
Heather:
them,
Luke Charlton:
aren't working.
Heather:
yeah.
Luke Charlton:
And it's always the case. So anyway.
Heather:
I've spoken to some financial advisors before and a bookkeeper and accountants on this show before and like they always say, financial intelligence numbers is... everything when you are in that scale phase of your business.
Luke Charlton:
Yes.
Heather:
So I love that you're coming from it from this angle in the marketing piece as well. So I'm going to recap the three points I think you said. I'm going to make sure I got these. So number one to grow your business with less hustle is to say no more often. So really filter through the yes opportunities and know when to say no. And that's going to vary depending on where you are in your business. Like you said if you're a startup. get some shit going first and then obviously
Luke Charlton:
Yeah, exactly.
Heather:
look at the numbers we grow. Number two was to create a great offer. And the number three was to really get that good sales process down.
Luke Charlton:
Yeah, yeah, exactly. So in the beginning, if you're a business, like if you're not sure what your leverage points are for you, I would speak to a mentor. Like I can't,
Heather:
Hmm.
Luke Charlton:
you know, to get you that focus, one of the good things about going to someone who's already done what you have done is that they can tell you what, like they can look at all of your business, your numbers or whatever it is and go, okay, this is what you need to do first and this is what you need to do second. So they will give you those leverage points. So if you're ever unsure, you know, cause we can only talk about so much on this podcast and every
Heather:
Yeah.
Luke Charlton:
kind of business is different, but I cannot recommend highly enough yet, get hiring a mentor that has done what you have done and be, you know, we've all hired bad mentors, right? Bad, you know,
Heather:
Ha
Luke Charlton:
gurus.
Heather:
ha!
Luke Charlton:
And so you do your due diligence, do a lot of research on this person, make sure that they have worked with businesses specifically for you. So if you're a hair salon, Go and find someone that's an expert at growing hair salons, not just someone that's an expert at just growing businesses in general, like specifically like hair salons, because there's nuances to different businesses.
Heather:
Yes.
Luke Charlton:
So do your research, find out how legit they are, and then invest your money and follow their advice.
Heather:
Well said, Luke. Love it. Speaking of mentors, because I know that that's a big part of what you do as well, I always like to ask for a bit of a case study because I find that how we describe how we work with our clients to be quite interesting and we're all quite different with that too. So I would like you to think of somebody perhaps that you're working with now because I know you have some really exciting projects on the books. What's a really cool case study that you can share before and after? What did you do for this particular person with their business?
Luke Charlton:
Yeah, so
Heather:
Good
Luke Charlton:
I'm laughing because I've got, I think everyone's read this book. Hang on, let me just pull this up. Hopefully the things don't fall over. But there's this book called 100 Million Little Offers by Alex.
Heather:
Ah yes, good one.
Luke Charlton:
And so we've all read it, but yeah, this is the stuff that, that I've been helping coaches with. And what he talks about in that is, obviously the power of an offer, it's called a hundred million dollar offers. But so I have a client that basically she was doing about 150 to 200 K a month in sales, depending on the month. And we changed just one sentence in her campaign.
Heather:
Yeah.
Luke Charlton:
And she went from 150K to over 600K a month.
Heather:
One sentence.
Luke Charlton:
Yeah, so what we did was basically improve her offer. So just for some
Heather:
Yeah.
Luke Charlton:
context, she helps people who want to start their own e-commerce store. So she's like an agency, she'll do a lot of the technical setup for you. And then she will coach on how to run your drive traffic to your website and sell products. And so basically the, her original campaign was just a lead magnet, like getting people. And then her email list said, Hey, we'll help build your e-commerce store. That was basically the offer at the end of each email. And that's what generated her appointment. So she just built her list and it was simple email follow up, which is, which is great. What I did is I said, you know what, if, if you, I think we can create a better offer for your, you know, cause you've got some amazing results. I asked her like, how long does it typically take you to get results in your like with your program, she's like, oh, you know, generally it's about, you know, 60 to 90 days to set it up and start seeing revenue. I said to her, look, if the person follows the program all the way through and they follow your advice, could you guarantee that they get to a 10 K a month business within 90 days? And she said, yes, if they follow the, the steps of this, of the plan and follow, then yes. And obviously if they don't follow that, then you, so basically the offer was, um, I'll help you. I'll basically build an e-commerce store for you that generates 10k a month within 90 days or I'll give you a refund. That was the offer.
Heather:
Yeah.
Luke Charlton:
And obviously, there's stipulations that they have to actually go into the program and you know, show up to the coaching calls and stuff. So the person can't just sit back and do absolutely nothing. So that's kind of in the contract. But if you follow, you know, the advice and you don't get the results will give you the anyway, so we just ran it. I just ran an ad that just said that hey, here's who I am. And here's the like the offer, I'll do this for you. I'll get you to 10K a month within 90 days or your money back. And yeah, so that filled her calendar and basically triple quadruple their business. Like we actually had to turn off the campaign at one stage. It was too, she was a bit too stressed out with all the
Heather:
Oh
Luke Charlton:
extra
Heather:
my God.
Luke Charlton:
clients. Yeah,
Heather:
Wow.
Luke Charlton:
so that's like the power of a good offer. It was,
Heather:
Yep.
Luke Charlton:
and when I say good offer, like what I don't like about books like this, like the Alex Hormozi book is, It's not really about the offer. As I said, that's the second step. The first step is actually knowing your market because the offer is second. The first step is to know your market inside out, find out what their biggest pain points are, what they are actually looking for, and then you give them that. So an example of that is copywriters, like really good copywriters, that's kind of like my main skill set is copywriting. And I did a lot of study in copywriting over the years. And what the... what very successful copywriters would do, right, is they would go to a market and they would research the mark, like just pick any market and research it inside and out and find the biggest pain points. And then after they knew the market, then what they would do is they would go and write a sales letter, not even create a product, they would write a sales letter that would be like the perfect product for that particular market. And they would write all the most amazing benefits. And then after that, they would try and create a product, right? That would match whatever that sales letter is, right? And any feature or benefit that that, that they couldn't like create because it was too fantastical or whatever, they would just delete, delete from the sales letter, right? So what they did first is they went to the market, they'd learned it, and then they created a product after learning the market. And that's all I did. It wasn't really about coming, you know, sitting here with a blank bit of paper and just like, what's in them? I actually went to the market and go, what would. what would the market really want? Like they would want us to kind of do most of the work for them, they'd want it guaranteed or re, because this market is, it's quite a B2C market. It's not, these aren't business owners that we're advertising to. So I just went and I kind of learned more about the market and then I just gave them an offer that they want. So if you want to create a great offer, or any marketing really, the secret to good copywriting, to good messaging is you go to the market first and they will actually tell you what they want. And then all you have to do is just give it to them. So just write a message that. reflects back
Heather:
Brilliant.
Luke Charlton:
what they're asking for.
Heather:
And you were basically with this client of yours, she already was doing this stuff, but you just looked at it from a different angle and said,
Luke Charlton:
Right,
Heather:
let's
Luke Charlton:
right,
Heather:
package
Luke Charlton:
yep.
Heather:
it and talk about
Luke Charlton:
Yep.
Heather:
it in this way.
Luke Charlton:
Yep,
Heather:
Yeah,
Luke Charlton:
yep.
Heather:
really smart. And you are a great copywriter because I have scoped out your website. And
Luke Charlton:
Oh, Jesus.
Heather:
look, you're about pages pure gold, the hermit hole, your
Luke Charlton:
Sorry.
Heather:
Facebook group, right? Guys,
Luke Charlton:
Yes.
Heather:
yeah, we'll give you Luke's website at the end of our chat, but you should just go. And it's very like Miami Vice too, the design, I loved it. I'm gonna go to bed.
Luke Charlton:
Yeah, it's called Synthwave. It's like a...
Heather:
synthwave yes it's like those 80s posters that you used to
Luke Charlton:
Yeah.
Heather:
get or i used to get and hang on my bedroom walls like freaking gold loved it so um yeah interesting points loved it uh i want to transition a little bit to a bit of a mindset hack so if you think around um times of overwhelm with let's zero in on yourself actually because i know you've been going through this and you've just recently
Luke Charlton:
Yeah, this
Heather:
transitioned
Luke Charlton:
is actually good. I got some good stuff for this one.
Heather:
I want to let's talk let's talk to that a little bit because you've made some big shifts in your business to and what you do So talk to me about overwhelm. Talk to me about the shifts that you've made and kind of why that's come to fruition
Luke Charlton:
Yeah, so I'm someone that, I'm not sure why this is, but when I bring on a new client, I feel very, very responsible for, I mean, they're paying me good money to get results for them, but I take on a lot of that responsibility. And I get very stressed out when results don't come as quickly as I would like, right? And so I think, okay, how can we do this? And I've never not been able to get my clients results, which is good, but I still get stressed out like I get... take on a lot of, as I said, a lot of that responsibility and a lot of, I do get overwhelmed from that. And that's actually a big reason why I'm not wanting to scale my agency because I like just, I like going deeper with like getting things going with the client and then going deeper on their business and then scaling it up from there.
Heather:
Yeah.
Luke Charlton:
But one of the things that I have felt that helps me a lot, right, because sometimes we can get stuck in our head when things aren't, you know, we, we we build up a problem in our head that's maybe not as big as what it probably and other people's not that big to us. We, we feel like it's bigger when we will it is bigger in our minds when we build it up. So what really helps me to, um, and it's a very, very simple to kind of get rid of that anxiety or overwhelm is, is it sounds really simple, but it's literally just to create a plan and act on a certain plan. So for example, if I'm launching a new campaign for a client, We've spent like, you know, a few hundred dollars and there's no appointments that have come in. And I'm kind of like, okay, what, you know, what's next? I can sit there and kind of procrastinate, but what actually helps if I sit down and go, here's the next steps, here's what I'm gonna do next. I'm going to write this, we're gonna create a new angle. We're gonna, whatever it is, write a new ad with a new angle. I am gonna relaunch it. And just that act of putting a plan in place and taking some action steps towards it, I find, cause it's weird, it's almost like, okay, I've got a new strategy. There's hope, like there's hope for like a new result, if that makes sense.
Heather:
does.
Luke Charlton:
And that makes me feel way less stressed, just doing that. Just writing down the action plan and just doing the first few steps on that, whatever it is. So I'm not sure if that's what you're looking for, but.
Heather:
No, it is. What you've kind of said to me is extracting what's up in your brain, putting
Luke Charlton:
Yeah,
Heather:
it on paper
Luke Charlton:
yeah, exactly. Yeah.
Heather:
and it helps to clear out that brain talk as well. And just like, it makes things a little bit more tangible. You look down and you have a bit of a, Oh, this is the plan. Okay. Well, I can't have to be so stressed anymore. I know what I'm doing.
Luke Charlton:
Yep, yep, yeah, exactly
Heather:
So yeah.
Luke Charlton:
right. Yeah, mate, yeah, taking it out of your head and putting it on paper is really big.
Heather:
Yeah.
Luke Charlton:
It sounds small, but it helps a lot.
Heather:
No, it does. I mean, like we had a chat before this, we hit record and you were talking about sometimes, you know, um, I think you were saying about the simplicity, right? Like it's sometimes the simplest things that you can do it. Like some of the things that you do seem so simple, almost stupid, simple, you know, but they're really, really important. And they're the ones that actually remove overwhelm and help you grow your business. So
Luke Charlton:
Yeah, exactly
Heather:
I want
Luke Charlton:
right.
Heather:
to talk
Luke Charlton:
It doesn't
Heather:
to
Luke Charlton:
always
Heather:
you.
Luke Charlton:
have to be a very
Heather:
Yeah.
Luke Charlton:
complex solution.
Heather:
No, it doesn't. Does it? I mean, it really does not have to be complex. And that's. A lot of conversations I have with other entrepreneurs is just that. I mean, everyone's fighting for simplicity and that's the hardest thing to do, especially with the noise that we're presented with. There's so much noise and now we have AI creating more noise.
Luke Charlton:
Yeah, I was just talking to a client this morning actually, and her thing is like, is AI because she helps coaches as well. And, and,
Heather:
Yeah.
Luke Charlton:
um, so she, she has a system that gets appointments using AI. So we've got a credit hold campaign around that. So yeah. Yep. Yeah.
Heather:
crazy, isn't it? I'd love to know how that one goes because I've been hearing a lot of that right now, the AI appointment generation. So
Luke Charlton:
I know, I know. I said to her,
Heather:
Yeah
Luke Charlton:
so we've got to get on it because it's the new hot thing. So
Heather:
It is the new
Luke Charlton:
it's
Heather:
hot
Luke Charlton:
easy
Heather:
thing.
Luke Charlton:
to get results when you have something kind of new and or unique and different with a campaign.
Heather:
I'm probably like you Luke in the fact that I have like, um, so many emails cause I'm big into marketing as well. And I literally have folders set up with emails coming in cause I can study subject lines and everything, you know,
Luke Charlton:
Yeah.
Heather:
people are talking about pulse on the trend and I think like 40% of emails right now I'm getting are all about AI. Ah,
Luke Charlton:
Oh, really? See, I'm not subscribed to any email list anymore. I'm not any year.
Heather:
you
Luke Charlton:
Yeah. Well,
Heather:
simplify smart.
Luke Charlton:
it's, yeah, I studied copywriting for heavily for maybe
Heather:
Yeah.
Luke Charlton:
like seven years, like re like really heavily, like daily
Heather:
Yeah.
Luke Charlton:
basically. And so now how I learn is just through feedback from my own campaigns. Like I
Heather:
There
Luke Charlton:
can
Heather:
you go.
Luke Charlton:
tell what's working and what isn't working in the, in the marketplace by the ads that I run. And that's at the end of the day, that's the only way you can tell. You can do as much studying as you want. You can learn, you can read this book as many times you want, how to craft an offer. But until you actually run your campaign, so I'm getting client in the trenches feedback and that's the best type of, that's where you learn the most. So I don't really study copywriting that much anymore. I've done many years of that. No, no, no.
Heather:
Who were some of your greats? Who did you learn from?
Luke Charlton:
Um, that's a good question. So,
Heather:
Hmm
Luke Charlton:
um, probably my, my favorite copywriting book is by Eugene Schwartz. It's called breakthrough advertising. So I've read that one a few times, but that's a, that's quite a dense copywriting book to, I wouldn't recommend that as the first copywriting book that you might get scared of. Um, but that, that book you can buy for about 130 bucks. I think it's from breakthrough advertising book.com. It used to be like a thousand dollars on eBay because it was out of print. But then, um, Brian Kurtz brought it back. He brought the rights and brought it back. Anyway, that's a great book. Another Claude Hopkins, like all the standard ones, Claude Hopkins, Gary Halbert. You can look up the Gary Halbert newsletters. They're free. That's a free resource that you can use the card for. Joe Sugarman, Ogilvy, not as much, but I love other guys. Ben Settle in terms of email.
Heather:
Oh yeah, I get his.
Luke Charlton:
Yeah, yeah. So I'm on his newsletter, actually. I haven't read it in
Heather:
Yeah.
Luke Charlton:
two years. I'm still paying for it. So again, that's another thing, right? I just, it's, I need to cancel that. But yeah, I think it's more of a focus thing because I, in the beginning, when I wasn't getting as good results, I knew I needed to upskill my skills. So that's why
Heather:
Yeah.
Luke Charlton:
I invested heavily. But now that I don't need to do that, I find that, yeah, I guess it's... As I said, my to-do list is not as long as it used to be in the beginnings. So I'm a bit
Heather:
talk
Luke Charlton:
more focused now as well.
Heather:
I want to talk to that a little bit actually around the whole learning and doing concept
Luke Charlton:
Yeah.
Heather:
it's a tricky one because business owners do need to upskill they do need to stay
Luke Charlton:
Yeah.
Heather:
on top of certain things but there's that danger of learning too much what
Luke Charlton:
Well, as I said before, it's not like for me, it's not a leverage point anymore. Right. So it's like, okay,
Heather:
Yeah.
Luke Charlton:
I can get, I can get 1% better. But what, how, like, is that real? Like to, to go back over subject
Heather:
Exactly.
Luke Charlton:
lines and writing bullets a little bit better. It's, it's not even a 1%. This would be a 0.001% thing for me because I'm so, um, knowledgeable on this subject, it's not a leverage point. Um,
Heather:
I'm,
Luke Charlton:
for me. So like.
Heather:
I'm sensing it's a theme for people that are listening to this, that they actually need to hear somehow that perhaps maybe some of you guys listening need to hear that you need to stop learning so much and that maybe the theme
Luke Charlton:
Yeah.
Heather:
for you has been testing and doing and letting the market tell you what they want. Right?
Luke Charlton:
Yeah, being with a mentor to guide you as well.
Heather:
Yeah,
Luke Charlton:
But there's a great,
Heather:
interesting.
Luke Charlton:
I don't know who said this, wasn't me. I don't know if it was like something like a Seth Godin or something, some kind of big name expert. He said, there's kind of like, you know, we entrepreneurs, it's like need to know, like what does it need to know content or would kind of like to, you know, it's like we're reading content that we could use someday versus consuming content that we need right now. So let's say that I found out that I needed to work on my sales process because that was breaking out. Okay, so I jump in and go through some sales books or whatever to upskill that. But I think most of the time as entrepreneurs, we're just reading whatever it is, copywriting books, business books, just as a nice to know versus a need to know.
Heather:
Yeah.
Luke Charlton:
So need to know knowledge that you would need to use right now, that's better versus, oh, nice to know I could use this in the future at some stage. That type of... I don't think we any of us have that type of spare time, but we the content we consume is we're treating our time like that a lot of the time as we listen to and read nice to know knowledge versus need to know.
Heather:
Excellent point. Thank you. Yes. I knew there was something in there that people needed to hear.
Luke Charlton:
Yeah. Yes.
Heather:
Now, is there any last thoughts or things that you want to share with the listeners around our conversation today that have sort of come out and percolated as we've gone along?
Luke Charlton:
Uh, no, not really. I think I said pretty much
Heather:
Say what you needed
Luke Charlton:
everything
Heather:
to.
Luke Charlton:
was on my mind. Yeah.
Heather:
Good, yeah, well thank you for sharing those tips. There are some great themes around there, getting a mentor, letting the market and the numbers tell you versus getting hung up on the crazy to-do lists and the sort of nice to know knowledge really, so excellent. And I know that there's gonna be coaches listening and they're gonna be like, okay, how do I work with Luke? And I know you're incredibly particular. So why don't we finish by two things. Number one, who... do you work with or who would you like to work with? And then also number two, how do people learn more about you?
Luke Charlton:
Yeah, so generally who I work with now are coaches that are a bit more established that are already running an advertising campaign, helping them scale their ads. So if that's you probably what so there's actually I'll give two different call to action. So actually that's not a copywriting best practices. You only ever want to give one call to action. So I'm going to go against that right
Heather:
Ha ha!
Luke Charlton:
now. For the more like you're already running ads and you want help what I'll offer your audience. Heather is. that type of coach is a free consult, like a one-on-one consulting chat, just to see if I can help. Initially, so just a one hour call with me and I'll just give you some ideas on how to improve your campaigns. And if you want that, just go to luke's free game plan.com. So that'll just take you straight to my calendar and I don't do sales calls anymore. So I said this just for your
Heather:
Thank
Luke Charlton:
audience.
Heather:
you.
Luke Charlton:
So that's luke's free game plan.com. And then for the other coaches, I like, I have a podcast. It's near daily and an email list with a lot of great information. That's for newer coaches. So just go to, um, to get on my email list, go to nine email offers.com. You'll get a free guy that has these nine email offers and you'll get on my email list, which has a lot of great, um, information on how to grow, how new coaches can kind of start and scale their business with advertising and my podcast, you'll learn about that one from a list as well, but that's all for kind of newer coaches. I just, um, I mean, more established coaches listen to that as well, but I just like to give away free content now to the newer coaches in the, because I don't work with them too much anymore. But it's just, I have to get it out. I don't know what, you're probably similar. Like, you know, we have so much great knowledge. I'm like, I can't die with all of this. I've got to get it
Heather:
No,
Luke Charlton:
out somewhere. So it's kind of like my outlet is
Heather:
I
Luke Charlton:
my
Heather:
love
Luke Charlton:
body.
Heather:
that you said that. I love that you said that. So yeah, because you, man, I can tell the wealth of knowledge that you have. It just, it's quite mind blowing and wow. So thank you for sharing the two options, whether guys you're listening and you're more established, you want to reach out to Luke or you're just kind of launching on the launch pad and you want to get some content under your belt. Both are very generous offers. So thank you, Luke, for this amazing chat. I've had a great... deal fun listening and learning from you and I'm sure our listeners and our viewers over on YouTube have as well. So thank you for being here.
Luke Charlton:
No worries, thanks for having me, I had a lot of fun.
Heather:
Thank you.
