What’s going on everybody? We have another great episode for you this week. On today’s podcast, we have Flip Your Life community member, Kyle Wick.
Born in Canada, he later moved to Washington where he grew up in a small farm. He was able to attend college, but realized he needed to take a different route and follow his own path.
By the time he reached 33, he had already done 30 different jobs but he didn’t feel it was the right fit. After a family tragedy in 2008, he finally decided to start his own company, because working for someone else was never his ticket.
He founded a window cleaning company called, “A Touch of Glass Inc.” and now with over 20 years of experience, Kyle’s company has grown significantly and has since been living the lifestyle he has always wanted.
Kyle wants to reach out to a larger audience and coach other service-based business owners, but needs help in getting this venture started in the right direction, so we’re going to break ground by discussing target avatars and lead magnets — among other things.
Don’t miss this episode, ‘cause it just might be what you need to flip YOUR online business to the next level.
You Will Learn:
- How to do a reverse budget.
- How to narrow down your target avatar.
- How the lead magnet works.
- How to develop your lead magnet.
- Plus so much more!
Links and resources mentioned in today’s show:
Enjoy the podcast; we hope it inspires you to explore what’s possible for your family!
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Can’t Miss Moment
It’s kind of a simple one, it’s just hanging out with the kids after school. We get to pick the kids up every day at around 3 o’clock, we actually structure our day during the school year to where we do not work after 3 o’clock, so when the kids get home from school, we can be with them. And so we do that but we’ve done a lot of cool things after school lately. Just playing in the backyard yesterday for about an hour, me and Isaac just ran around with swords, fighting imaginary zombies. Isaac would climb up on their playset, where I would try to climb up and get him like I was the zombie and he would zap me and turn me back into a human. Isaac said, “I really liked playing that game with you today, Daddy!” would have been a missed opportunity if we were still working a nine-to-five. And the other day, Anna Joe came home and she – every day she comes home and says, “Play a board game with me.” She loves playing board games. So it’s just kind of a fun thing to climb up the – into her closet and pick out the board game. And that we sat outside all afternoon a couple of days ago and just built dominoes. We just built little tracks, we would knock them down and watch them all fall. It was just a lot of fun, just playing after school with the kids.
Thank you for listening!
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Can’t listen right now? Read the transcript below!
Jocelyn: Hey y’all! On today’s podcast, we help Kyle take his service coaching business to the next level.
Shane: Welcome to Flipped Lifestyle podcast where Life always comes before work. We’re your hosts, Shane and Jocelyn Sams.
We’re a real family who figured out how to make our entire living online. And now, we help other families do the same. Are you ready to flip your life? Alright. Let’s get started.
What’s going on everybody? Welcome back to the Flipped Lifestyle podcast, it is great to be back with you again this week. Super excited to help another Flip Your Life community member take their business to the next level.
For those of you who may be new to the Flipped Lifestyle Podcast, this is not your standard expert interview show. We are not bringing on gurus and book writers promoting their latest products and books. We are bringing on real people who have real online businesses and we’re recording a live consulting call with them on the air and we are sharing that with you so that not only our guest and our community member can benefit from the information, but you can use it as well to take your business to the next level.
And we are really excited today to have Kyle Wick on the show. Kyle, welcome to the program.
Kyle: Right on! Thanks so much, guys! I am so excited to have this call and to just take my online business to the next level.
Jocelyn: Yeah, it’s awesome. We are really looking forward to working with you. You just joined us kind of recently and we’re excited that you’re here.
Shane: This is kind of a different vibe to some businesses that we bring on, too. Because it’s really something being done kind of online but in the real world, too. And so I’m really excited about that.
Jocelyn: Yeah, a lot of people they ask us, “Well, do you just do education businesses or…”
Shane: Or digital products, so things like that and then…
Jocelyn: Yeah and we don’t. We work with people in a very wide variety of industries. So, this is a very interesting one. One that I don’t personally have a lot of experience with. But we look forward to dive into more. So, go ahead and tell us a little bit about you, about your background and what you’re doing in your online business.
Kyle: Alright, cool. So, my name is Kyle. I was born in Canada. We moved to the state of Washington for 20 years. And grew up on a real small farm. Did a lot of sports in high school and then after high school I went to college for about two weeks and realized I don’t need to go to college. I can do whatever I want.
Shane: There you go.
Kyle: So, I thought that in college and I got my first job at Kentucky Fried Chicken and that was…
Jocelyn: Woo hoo!
Kyle: The start of my career.
Shane: Do you do know that we’re less than 3 miles from the first Kentucky Fried Chicken on the planet? I’m just saying.
Kyle: Oh, that’s so cool.
Shane: You got some history here, man.
Jocelyn: You see – you had a connection through us…
Shane: This is destiny.
Jocelyn: Way back when…
Shane: This is – it all came together.
Jocelyn: And can I just say like before we move on that I like how you said that you dropped out of college because I think there’s so many times people like frown upon that. But, listen, I’m cool with it. College is not for everyone.
Shane: That’s right.
Jocelyn: And it’s not the right path for everybody.
Shane: Especially in this day and age. There’s just so many different angles. And that’s where we’re getting to with yours. I can’t wait to share that with everybody.
Kyle: Yeah, for sure. And so after that. We all moved back to Canada and that started my 30 different jobs by the time I was 33. I just could not work for someone and I quit all of those. And, we had a family tragedy in 2008 and then I finally realized I just needed to do my own thing because working for someone wasn’t the ticket.
Shane: There you go.
Kyle: And then that’s when I started my own service company. And nine years later, I can kind of do what I want, when I want. We don’t have a lot of bills. What I wanted to do is start my own company, is to be able to wear shorts and just have my own company and I didn’t want anybody to tell me what to do.
Shane: Hey, yo man, that’s the dream baby.
Shane: Now, that is the Flipped Lifestyle, my friend, what you’re talking about, you know what I’m saying?
Jocelyn: Everyone has their own motivation. I like how yours was to wear shorts story.
Shane: Wear shorts. I mean that – that’s just the way it is man, some – whatever floats your boat.
Jocelyn: So tell us about like what was your company? What did you just do…
Shane: Yeah, like what do you mean service business like because that can cover a lot of different things. Like specifically what industry niche – what are you physically doing every day in your service business. What is that?
Kyle: OK, cool. I started my own window cleaning company in 2008. And, in the first year it was like a crash course in business. I had no idea what I was getting into but…
Shane: You thought you were just wiping windows down – but it didn’t turn out that way…
Kyle: Oh, yeah. Exactly. And it was just so easy – but once you start doing it, you’re just gotta stick with it and you just kind of try to succeed. And, you’ll make it. So…
Shane: So, basically, this is for homes, companies, window washing services – are you doing this or do you now have employees to do that? And then you kind of managed the jobs? I’m sure at first you were just like, get my rag, get my squeegee and I’m going to doing this myself. And then you figured out, oh crap, I’ve got to pay taxes. And, oh crap, I’ve got to keep up with my evening…
Jocelyn: I have to have inventory and supplies…
Shane: Oh, crap I’ve got a – I got to show up and actually have a schedule, to calendar this. Did you eventually grow to like hiring employees and things like that or how did that work?
Kyle: Yeah, so for the first year, it was all me – all the different ads and you just kind of think on your feet and just go out there. But now, nowadays, it looks a lot different. I have a couple of employees that’s all in one – I don’t want to grow a multi-million company.
Shane: Love that.
Kyle: I have a couple of employees, a couple of subcontractors. They go and do the work, I schedule the jobs, I invoice like the receivables. I have an accountant, I have a bookkeeper. Honestly, for the last four years, I’ve pretty much just been fanning the fire. I have a lot of free time and it’s just fanning the fire because I’m not looking at growing. I like where I’m at.
Shane: Love it.
Kyle: So, that’s kind a – how I look right now in our lifestyle.
Shane: I think our souls are connected somehow Kyle. Because that’s like…
Shane: Like that’s how we are. Like we go to a lot of live events, we hang out with a lot of people in this space. Especially since we’ve started our podcast and a lot of people know who we are now. We are kind of like that – every meeting we go to – every Mastermind, every group it’s always skill, skill, skill, skill – be a millionaire, blah, blah, blah. And, we’re like, you know what, we are at a point where we’re like making money, we’re profitable, we grow slowly and steadily. And, we have the things we want. We have the time to do the things that we want to do and like we just don’t want to grow a billion-dollar company. We want to be happy and do what we’re doing.
Jocelyn: We know we are capable of doing that, I think so. But, I would have to hire a huge team and for me, one of the things I hate doing is managing people. So…
Shane: And I don’t want to work 80 hours a week to build some giant…
Shane: Billion-dollar company – I want to work eight hours a week and play with my kids, and hang out with my friends and talk to people…
Shane: In the Flip Your Life community, you know what I mean, that’s like what we want to do.
Kyle: Yes. Oh, it’s so true because starting a business, once you get into it, you’ll have a Y in the road where it’d say – OK, you know what, I go down this way or this way. And I chose the same direction that you guys have and it’s just – I don’t want to work those 80 hours a week where my business owns me.
Kyle: I want to have a lifestyle where I can kind of do it along – go and traipse up a lawn – and just not pedal to the metal, you know?
Shane: We actually did what we call a reverse budget in our life.
Shane: And we sat down one day – the first time we ever did this, we sat down and made a budget-budget – to squeeze every last penny at $5, at a $100 dollars to run the business on. But like then when we made it – we were like let’s do a reverse budget. And we said to ourselves let’s forget what all these gurus tell us this life is supposed to look like, the beach in Bali, renting a Ferrari, when you fly to Hollywood and all that nonsense…
Shane: That doesn’t really add anyway. Let’s take away what the world says we should look like – and we said what would our life look like? Let’s say, we wanted to take a trip to Disney every other month. Let’s say that we wanted to live in this kind of house, or this kind of thing – something reasonable but not like a 90-foot – a 1,000-square foot mansion. Buy something that would be really happy – it would make us happy
And we were writing things down like, “Man I wish we had two sinks. Wish our bathroom just had two sinks,” you know?
Kyle: Yeah. It’s different. Yes.
Shane: I wish the kids about have their bathroom.
Shane: I wish we had a guest bedroom. Like nothing crazy – we didn’t want a trampoline room or a holodeck like something from Star Trek or something…
Jocelyn: Speak for yourself, the kids would disagree.
Shane: Yeah, the kids like to have that in. That – but we were – Jocelyn and I wrote down, “Like what does our life look like when we don’t have to worry? When we can – every three years buy a car with cash like be debt free?”
Shane: And the amount wasn’t exuberant, it wasn’t crazy. It was something that we were like, “We can achieve that within a probably a year, we can get to that level and hold it easily. Let’s just do that.”
Shane: “And then we can just have a good life.” So…
Jocelyn: So, what we’re trying to say, Kyle, in a nutshell is you’re our people.
Shane: You’re our peeps, Kyle.
Kyle: Yeah, yeah, yeah, yeah.
Shane: You are our peeps, man. Alright, so let’s get off this tangent here…
Shane: Alright so now let’s talk about how we’re going to translate this into an online business that will allow you to maintain that free time, but still have something that you can grow a little beyond what you’re doing now, and maybe scale a little bit without invading into that free time.
So, I assume now, what we’re going to do is we’re going to build an online business where you’re going to put all the things that you know about running a service company, which is not just window-washing. It could be people mowing yards, it could be handymen who are just doing odd jobs for people. Just name anything where you got to somebody’s house and you do physical work for them. Even housekeeping business something like that.
Jocelyn: Or it could be for other businesses.
Shane: Exactly. So, you want to turn this into a teaching thing where you can be like, hey you’re running the business, you’re making money but you’re every week, you’re out of money. Let me show you how to actually run a business, how to hire people, how to employ them and things like that. Is that correct?
Kyle: That’s so true, yes.
Shane: Alright, so we’re going do that through online courses and an online community membership where people can come join and get that business advice from you, correct?
Kyle: Eventually, I want to sell my company and do this full time.
Shane: So, now you’ve built the life you want, you want to help other people use the same system to build the life that they want in their local community.
Jocelyn: Alright so we’re basically sort of in the infancy of this, right? So, you don’t have a whole, whole lot going on just quite yet.
Kyle: Yes, I got right – no game right now.
Shane: I imagine, as long as you know where the court is…
Jocelyn: No, it’s…
Shane: You just got to get there, you know what I mean?
Jocelyn: You know it’s all good. I actually love calls like this because I feel like sometimes when we have people on the show – it’s like they are maybe like a little bit further ahead. And I think those people listening might think, well, it’s going to be so hard for me to get there. Like that’s just so unattainable for me. But I love it when we have people who are just starting out so that other people can see, “Hey, I can also do this.”
Shane: Right, exactly. So, let’s jump in here and let’s see – now that we know your background, we know what this is, we know the lifestyle we’re trying to live and protect, and we know the mission. What is your first question that you need help with right now for your next steps?
Kyle: OK, cool. Right now, I believe my avatar – I believe it’s myself. I just wanted to know, because I struggle with my avatar. It’s either to help service business person that’s been doing it for a year or two. Or someone that is brand new, that is trying to figure out what they should do.
Shane: Yeah, yeah. There’s two paths to go here when you’re trying to figure out your avatar. And, we’re really big on knowing who’s going to buy, you know what I’m saying?
Shane: But, you can’t know that exactly at first, who you’re going to attract to, who’s looking for it, sometimes, you just have to put yourself out there and see who shows up, OK? There is one rule that we like to follow with the avatar though. We don’t ever want to educate someone. We don’t ever want to convince someone that this industry or this thing is for them. What you’re looking for in a customer is someone who’s already decided to go down the path.
Like you talked earlier, there’s a Y in the road, right? And you gotta – you can go left or right. We don’t necessarily want someone who’s looking for – I need a new job, or make my own path – make my own career or anything like that. They haven’t decided what to do yet. They’re just kind of exploring it.
You want someone that’s like mow yards for a living. Someone who’s decided and they went out and bought that lawnmower, but they have no clue what to do next. They have no clue how to get their next client, they have no clue how to open a bank account or do any of these things for a business. Those are the people you’re kind of looking for because they’re already in it to win it. They want to take it to the next level, and they’re probably making a little money already so they have money to invest in learning how to do it better.
Kyle: Absolutely. Yeah. Exactly. You know, I like that idea.
Jocelyn: Yeah, that’s typically how we like to look at things. That you don’t really want to educate people, you want them to already be motivated already be ready to get in and get things done. And that’s the type of people that we love to have here because otherwise it’s too hard, if you have to convince that this is the right path.
Shane: Like we used to as when we were talking to people…
Shane: They would be like – like what do you guys do? And we would tell them and then like at first, we were like trying to talk them into doing it, too. But the problem is they’re not at the point that gets them to where like – when you ended up here because you went through 20 to 30 jobs working for other people and it took you a long time to figure out that you hated it and you needed to do something different.
Shane: You need to catch people when they’ve already made that decision to move forward. That’s true for any business. Like if I’m selling cars, I don’t just walk up to random people on the street and go, “Hey, I got this sweet Nissan Alta over here for $1,500” – like no, I sit at my lot and I wait until the person who has decided to buy a Nissan shows up and then I talk to him the rest of the way to the purchase.
Jocelyn: And does that mean that you don’t ever create content for people who are maybe just starting out or thinking about it. No, that’s not what it means. It just means that your target customer is going to be someone who’s already made the decision.
Shane: So, basically the line in your content ends up being when they’ve made the call to open a service-based business, OK? Then I am here for them and ready to open their service-based business. Your free content can be the things that are like, “Hey, did you know you can make money washing windows?” and you write a story about it. Or, you – if you have a podcast or maybe you do interviews with guys that mow grass for a living, that do lawn care. Like you show the story of, “Hey, they wanted to live on their own and make their own money so they did this.” and now, that person who’s thinking about it uses your free content to make the decision and then they go into your paid content.
And that’s where they pay you money.
Kyle: OK. Well, that’s cool. That makes sense.
Shane: Does it sound good there? Do we understand like what the difference is and how we should draw a line in the avatar and you’re really looking for those people who are like – maybe it’s the part-time guy who’s like, man, I think I could do this full time. But I need help. Kyle’s here to help you.
Kyle: Yeah, it’s crystal clear and I totally get it. And I like that direction where I’m not trying to get people to understand, like this is a better life over here when they haven’t even made that decision.
Jocelyn: Yeah, exactly. It’s too much high energy for you like let’s…
Jocelyn: Do some lower energy stuff.
Shane: Yeah, it’s a lot easier to convince the guy to buy a car when he already needs the car.
Shane: Now, so – go it back..
Kyle: That’s cool.
Shane: Cool, man. Well, let’s jump into your second question.
Kyle: OK, so what do you guys, think? I was going to make a free product for people to opt in. It’s like a PDF that takes them through the whole process to see if their service business, they’re thinking about – or the one that they’ve already started, is actually going to be viable in their service area where they live.
Shane: OK, the dangerous thing I hear about that is what if they go through steps and they say no, you drive the customer away. You know what I mean?
Jocelyn: Well, I feel like – I feel like sort of going back to that same thing where the person hasn’t convinced themselves to do it yet. You know, they’re wondering is this going to be viable in my area when instead, you should probably be providing things like how to make it more profitable.
Shane: Yeah, I will give you…
Jocelyn: Like these people have already decided – they’ve already started doing it.
Shane: The avatar you’re looking for would not look for you unless it’s already viable, you see what I’m saying?
Kyle: Right, Yeah, that makes sense.
Shane: You – the job of the lead magnet, in any online business no matter how advanced you are or how new you are is to deliver a quick result. Not to evaluate in a tool that lets you kind of experiment and think. It’s like, no, how can you help his person get a new client by tomorrow? How can you help them, hey, lower their cost by 10 percent. How can you – hey, did you know that you’re probably paying too much in taxes? Here’s how to hire a bookkeeper. Like you have to deliver a result. I hate it when I see people do evaluation tools and things like that as their lead magnet because like that’s not what people look for. People look for aspirin for their headache. That’s what people want they want that symptom to be cured…
Jocelyn: When they may look for that – but people who are looking for things like that, they’re not ready to spend money, typically.
Jocelyn: And if we’re not looking for people who are willing to spend money, then why be in business?
Shane: Exactly. Yup. So, what your lead magnets need to be more action-oriented. Like, for example, service-based businesses there’s going to be four or five big ones like that people could literally do. Like when I helped you research this initially in the forums, over in the Flip Your Life community, I remember that I found people – we found that member, we found that one guy that was like doing parking lot cleanup…
Kyle: Oh, yeah. Yeah.
Shane: And, we found the window washers, we found tons of people doing pressure washing and mowing yards. So, like I would pick like three or four that you really want to attack and I would make like a lead magnet specific to them that’s going to help them do their job faster and save them either time or save them money or make them money.
Jocelyn: Like I was just thinking to myself – just thinking out loud here. What if you did one for people who had jobs that are bigger in the summer that might tell them something that they could do over the winter…
Shane: Oh, great idea. Yeah.
Jocelyn: So, like it’s very seasonally appropriate. So maybe write a blogpost called, “It’s Winter, What do I do Next”.
Shane: Yeah, like, “How a Lawnmower Man can make more money in the Winter”, and you give them these ideas and then maybe one – maybe you hold back a couple of the – get the full report, sign up now, you release…
Shane: Or you give them an outline of the jobs like in bullet points. But then like maybe you say, “If you’ll get my free report now, there’s a full page for each job in this report.” And you can go out and figure out like how to do that in the wintertime or something like that.
Jocelyn: Yeah, like what are things they could do to make money during the winter.
Shane: There’s only two things you really do for people. You either help them have more time or you help them have more money. Every single business on the earth does that. Why do restaurants exist? So, I don’t have to cook. They save me time. I spent money but that’s OK.
Why do cookbook people do great online for cooking at home? Because they’re helping people shop and save money…
Shane: You save people time, you save people money or you give people time or you give people money. So, think of your niche and think how you can do those results for those people and that’s going to help you develop your lead magnet.
Kyle: OK. That’s cool. Yeah, because in the service industry, there’s always that peak and low times and people are always struggling and trying to figure out better ways to make money in their low times.
Shane: Exactly, like…
Jocelyn: Yeah and you could even word it that way so it’s not so season-specific if you’d rather do that. Like what do you do in the off-demand times or off-peak times, yeah…
Shane: And how easy would that be…
Shane: To make content, man, write a list of ideas, talk them out, and patch it up and you’ve got a lead magnet.
Kyle: And, we’re obviously not your target market. So, there may be something else that speaks to them more but I was just kind of thinking out loud that that might be something that will be relevant especially for right now.
Shane: Cool. So, now we’ve got a much more targeted avatar. We’ve got results, oriented lead magnets and that’s going to create an engine for you to start collecting leads. The blogpost that lead to those lead magnets. You’re going to be great content. I promise you that stuff is going to get searched. You know what I mean?
Shane: Because everybody wants to make more money and that’s where they – how can I make more money washing windows? Bam! There, they find you. OK?
Kyle: Yeah, because that makes sense, even though there’s a lot of information out there about that, like, there’s endless YouTube videos on – OK, this is what you can do to make more money – that’s OK, right?
Shane: Oh, yeah. That’s good. If there’s a big market of information about it, there’s a big market of people looking for it and you just got to get your piece of the pie.
Kyle: Alright, cool.
Jocelyn: But just remember on all of those things – I mean, everything needs to lead to the next step. So, like if you make a YouTube video, that’s fine. Just make sure that you’re saying, “Hey, if you would like to a checklist that goes along with this video, you can sign up over here at whatever.” If you are doing a blogpost, make sure that you’re still doing that call to action. “Would you like more information about this topic? Click here to sign up for our email list.”
Shane: We do a Mastermind with 10 of our students about every other month. I was just talking to someone this morning about this. When you’re thinking about all of these people and why they’re coming in and what they’re doing and you’re scared that you’re not going to be able to get in front of them. Or you’re not going to be able to do this. The problem is most people sell the How and not the Why – and that’s a problem. Like the How is how they get there but the Why is what you actually market. Like, you’re not going to be able to convince anyone, “Hey, man, I can show you how to wash windows for eight hours a day”, nobody’s going to sign up for that.
Shane: That – you know what I mean? But like no, but what you can do is you can say, “Brother, I can show you how to not work for anybody else and wear shorts and wear whatever shirt you want every day.” That’s why I’m going to wash windows, you know what I mean?
Kyle: OK, cool. I like that, yeah.
Shane: You see what I’m saying? That’s what you’re selling in for Why.
Jocelyn: And it goes back to the fitness industry. I always go back to this because it makes so much sense. If you look closely the fitness industry – they don’t tell you about how much their fitness gadget is going to improve your health and it’s going to make you feel better. No. What do they sell you? They sell you…
Shane: You’re going to look good on the beach.
Jocelyn: That’s right.
Shane: It’s going – you got a vacation, summer’s coming, your bikini is hanging in on the wall, you better start working out now.
Jocelyn: Six pack in six weeks…
Jocelyn: Like that’s what they say…
Jocelyn: To you. So, that’s what you have to always think about.
Shane: One of our clients is an accountant. We’re doing keyword research on what her content’s going to be about in some of her courses, like how to sell them. And she’s working with, like accountants, and she’s like, “Yeah, I’ve got these great ideas – should these Excel spreadsheets and all this stuff.” And I’m like – the accountant just wants to know how to keep their people to make more money. Like they’re just like everybody else. They don’t want their client to quit.
Now, they might have to use this cool spreadsheet to do that, even accountants, I would be hard pressed to say, “Come learn how to spend six more hours with your spreadsheet.” You know what I mean? Like, no…
Jocelyn: I actually, might sign up for that…
Shane: Jocelyn might sign up for that…
Jocelyn: I love spreadsheets.
Shane: But, you’ve heard for that – and like, what they’re – what you’re selling is, “Hey, look are you having a problem losing clients? This tool will help you keep clients so you make more money and you have the things that you need for your life.”
Jocelyn: It’s all about speaking to what’s going to make people pull out their wallets.
Jocelyn: And what’s going to make them pull out their wallets is what’s really bothering them.
Shane: Time and money. It’s always time and money. If you’ll start thinking of everything like that, you’ll get them to the thing that will do it for them but that’s how you’re going to sell this, OK?
Kyle: That’s cool. Yes, that makes sense.
Shane: Awesome. Alright, man let’s jump in. I think we got time for one more question on today’s call.
Kyle: OK, I was offering – or I’m thinking about offering a community like you guys up – very similar. People would come in and pay $50 a month and within the first 12 months of being part of that community, they would have a step by step system to show – to take them from zero to run and scale a successful service business, what do you guys think of that?
Jocelyn: I think that the step by step model is going to be a little bit difficult. And the reason that I say that is because everyone’s business is different.
Jocelyn: And, it’s just like what we do. Like everybody always says, like when they first come in – OK, well, what are the 10 steps that I need to take to get to where you are…
Shane: Where’s the – where’s the miracle path Shane and Jocelyn? You know what I mean?
Jocelyn: And we’ve had…
Jocelyn: We’ve actually have people come in and ask that. I mean that’s like very sincerely and I don’t say that to like make fun of them, but it’s just that there are so many challenges in any type of business that it’s hard to package it that way in my opinion. Like I think what you need to do instead is have more of a conversation.
Shane: We’re big believers in anything you’re trying to teach other people. You first make money by what you do. And then, you make money by what you know. And you make a whole lot more money off what you know than by what you do.
Shane: It’s because you’re limited by time in one space and you’re not in the other. What you’re trying to always get people is to their next step. That’s how any coaching business of any kind should be built. Is you don’t have the miracle 12 step formula. You can tell people, “Hey, I’ve got the first four steps and you’ve got like those are things you have to do”…
Jocelyn: And you can have training, that’s perfectly fine.
Jocelyn: All of those things are good but like I would just be careful about saying that these are the exact steps.
Shane: Yeah, your job as the teacher and the leader of this community, OK, as the guru is you’re going to guide that person to what they need right now. Now, those are going to overlap. There’s going to be a lot of things you repurpose. I mean, you’ve been in our community. We’ve got like 10, 12 trainings that basically everyone has to do. You can’t have an online business without a website.
Shane: You have to have an email autoresponder. You’ve got to have a sales funnel, you’ve got to have an avatar, you’ve got have a good product. We have trainings that do all those things but we don’t say start here. The only thing in our Start Here forum is introduce yourself and ask Shane and Jocelyn your first question. And that tells us where you are so we can help you do what’s next. You’re going to be doing the same thing.
Jocelyn: And the thing that bothers me the most about your description, Kyle, the way that you just said it a minute ago is that it sounds like I need to be starting from zero dollars. Like what if I’m already making $10,000 and I want to make it to the next level, you see what I mean?
Shane: Well, what if…
Shane: What if I’m making $5,000 a month but I’ve not bought liability insurance, I don’t have a bookkeeper, I’m – what if I’ve got more clients than I know what to do with, but I don’t know anything about scheduling and stuff like that. Like I don’t know about having an online scheduler where I can send people to. Or what if I’m a guy that deals in cash and I just need help setting up a PayPal account with the Stripe – with a thing that I can scan like…
Shane: You don’t know where people are coming in and if you start at zero, you’re only going to get people at zero and that’s not what we want…
Kyle: Right, OK.
Jocelyn: And so essentially, what we’re trying to say is just don’t limit your clients by that type of language.
Jocelyn: You know, like come up with a different way to package it.
Shane: If you look at our sales pages, we’ve had experts that – when we talk to them and like we hang out with them and they’re like – why do people sign up for this? Your sales page doesn’t look like the cookie cutter sales page that lead pages, tells me I need to make…
Shane: Or the eight easy steps to making your sales page – we’re like, no it doesn’t. Because that’s not what we’re trying to do. We’re trying to tell people, we’re in here. Here’s all the things that we have in here. And, you come in and we’ll tell you what to do. I mean that’s what coaching is and that’s what you’re trying to do. I would focus more on that. Like, what are the things that businesses need, well how do you hire an employee – there’s a training for that; how do you set up your bookkeeper – well, there’s a training for that. But it doesn’t mean that you have to come in and wait six weeks for step three bookkeeper. I’m might join your membership today just so you can show me how to set up bookkeeping for a service-based business. That’s all I want to know.
And then, I’ll get in there and see there’s so much other stuff and Kyle’s here, too. And then…
Jocelyn: And, people – and other people that I’ve talked to and share their experiences, that’s the beauty of having an online community. Is that it’s not just shared experiences. It’s a shared experience because you might not know about plumbing but you know about something else. You know and like they can talk together and discuss issues.
Shane: Or if you’ve got 50 people that you have a special window washing course, that people really want to go down the exact route you did. They’ll come in, they’ll do the window washing course then there’ll be 50 of them all over the world and they don’t compete with each other locally. So, they’ll…
Jocelyn: And they can talk about…
Shane: They’ll hang out and talk about what they do, you know?
Shane: And they’ll help each other grow their businesses and as long as everyone keeps succeeding, everyone will keep paying you. So, and that’s what we want.
Kyle: OK. That makes a lot of sense. So I could almost just kind of follow what you guys done in the Flipped Lifestyle…
Kyle: Where you have like, OK, this is how you make a WordPress website.
Shane: Yes. A good friend of ours named, James Schramko, he’s a great guy and we talk to him a lot. And he explained it to us like this, his analogy for his coaching community is that his coaching community is not like a linear thing that you walk down and there’s only one option every three feet.
That’s the model that doesn’t work. What it is it’s more like a supermarket…
Shane: I might go to the supermarket today for milk. So, I’m going to walk in and go, “Hey, man where’s the milk?” – “Oh, come here I’ll show you.” – “Oh, man. That was cool. I walked right in he took me right to the milk.”
Now, tomorrow I might need to – some ham and some bread and some cheese and make some sandwiches. But he might take me down and then show me where those three things are. I’m new to the area, I don’t know this supermarket, I don’t know where they put everything, right?
Shane: Well, now I know this is a place that has everything I need. I know this is a place that has helped take me where I need to go. And I know that I’m comfortable here so I’m just going to keep shopping here at this supermarket.
That’s how your coaching business should be. Come in, tell me where you are, tell where you want to get to and I’ll take you there. And, as long as you keep doing that, people will keep trusting you and paying you and you can help people change their lives through this business.
Kyle: Oh, that’s cool. I like it. Alright. So, I think I have a pretty good idea of what I need to do.
Jocelyn: Alright, Kyle. Thanks for those awesome questions today. I hope that we gave you some good insights about where your next steps need to be and we look forward to working with you in the Flip Your Life community. And, before we do that, before we go today, we always ask all of our podcast guests, what is the one thing that you’re going to do — say, in the next 24 to 48 hours based on what we talked about here today?
Kyle: Well, I think the number one thing that I’m going to start working on is start talking to the service industry, like write a post or a blog about what can I do in my off times or low peak times and just write a post on that. And that would be a lead capture page.
Jocelyn: Yeah, that will be perfect.
Shane: I think what we should do with that in the forums is I think you should start with window washers, right?
Shane: And then, I think that will be the first blogpost. But I think we really need to figure out like four or five of the most popular businesses that people just jump into – like pressure washing, lawn mowing and things like that. And we should come up – you should have – I think you need multiple pads to your service-based community through the different jobs that people can do. Does that make sense?
Kyle: Yeah, it does.
Jocelyn: And that could be – that can be as simple as blogpost like it doesn’t have to be anything complicated.
Shane: It’s nothing complicated. And then we’ll – and then the same things for those peak times, we can use – make it differently, a magnet for each one. And then, pool different services into your coaching stuff .
Kyle: OK, sounds really good.
Shane: Awesome, man. Well, listen jump into that and make a post and we’ll start working on that in the forums, to talk about it a little bit. And Kyle, thanks for sharing today, man. This was a great call. Not only because we had some awesome discussion about getting your online business off the ground but just a lot of great discussions on the right mindset of where you want your business to be and what lifestyle you want to live, and we appreciate you coming on the show.
Kyle: Thank you, guys, so much. You guys are so awesome.
Shane: Alright, guys that wraps up another call with one of our Flip Your Life community members. If you’d like to become a member of our Flip Your Life community, head over to flippedlifestyle.com/flipyourlife and we could help you with your online business as well.
Jocelyn: Alright, next we’re going to move into our Can’t Miss Moment segment and these are things that we were able to experience recently that we might have missed if we were still working at a normal 9 to 5 job.
Shane: Today’s Can’t Miss Moment is pretty cool. It’s kind of a simple one, it’s just hanging out with the kids after school. We get to pick the kids up every day at around 3 o’clock. We actually structure our day during the school year to where we do not work after 3 o’clock. Because when the kids get home from school, we want to be with them. And so we do that but we’ve done a lot of cool things after school lately. Just playing in the backyard yesterday for about an hour, me and Isaac just ran around with swords, fighting imaginary zombies. And Isaac would climb up on their playset and their playground and I would try to climb up and get him like I was the zombie and he would zap me and turn me back into a human.
And that – it was just a blast. And Isaac when we were walking inside said, “I really liked playing that game with you today, Daddy.” And I just – it just hit me at that moment that that would have been such a missed opportunity if we were still working at nine to five, still working at school, or if I was even still coaching football every day. Because it is fall right now so I would have been at the practice field. And the other day, Anna Joe came home and she – every day she comes home and says, “Play a board game with me.” She loves playing board games. So it’s just kind of a fun thing to climb up the – into her closet and pick out the board game. And that we sat outside all afternoon a couple of days ago and just built dominoes. We just built little tracks, we would knock them down and watch them all fall. And it was just a lot of fun, just playing after school with the kids.
Jocelyn: And I also like to just see them kind of play together. Like we have a picture on today’s podcast of them just sitting down and playing IPads together and some people might be like, “Oh, screen time.”, but they’ve been to school…
Shane: Screen time – let me screen that…
Jocelyn: They’ve been at school at all day and I mean, we’re a pretty nerdy family. So, we have a lot of “screen time” around here. But, we do other things, too. The other day, my Mom and Dad were here. And, they were here when the kids got home from school. And so, we went out in the backyard and we played hide and seek. So, just those little things, all the time. Just that we’re able to do – we’re able to both be here most days when they get off the bus. We read together, we play games. And, it’s just a lot of fun to be able to do that as a family.
Shane: Before we go today guys, I want to share a Bible verse with you. Jocelyn draw a lot of our inspiration and motivation from the Bible. And we want to pass that along. Today’s Bible verse is one of my favorites and it comes from Ecclesiastes 11:4, and the Bible says, “He who observes the wind and wait for all conditions to be favorable will not sow. And, he who regards the clouds will not reap.”
Now what this Bible verse is saying guys, it’s a very fancy way to say it ain’t got to be perfect. You can’t wait around in your online business for all conditions to be favorable. You can’t wait for the right opportunity for the clouds and the wind to blow by the perfect chance. You just have to take action.
So go out there and sow the seeds. And get ready to reap the harvest.
That’s all the time we have for this week. As always, guys, thanks for listening to the Flipped Lifestyle podcast. And, until next time, get out there, take action, do whatever it takes to flip your life. We’ll see you then.