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Sep 17, 2016 · 20m · top-founders

EP 420: $70k 2015, $100k 2016 Infoproduct for Writers with Jordan Hayles

Nathan Latka · 10m spoken Jordan Hale · 7m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this episode of The Top, host Nathan Latka interviews comedic writer Jordan Hale about launching the 14-Day Writing Challenge, uncovering her early-stage revenues, cold audience acquisition strategies, and transition from consulting to infoproducts.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 57.2% of the talking time here. How this is scored →

Nathan as informed peer 4.6 Guest teaching 2.6 Guest disagreement 2.0 Nathan pushing back 3.6
05100:0010:0020:000:28–4:15 · Nathan as informed peer 4/10 Weekly Cash Giveaway Announcement and Contest Details Nathan introduces the guest and inquires about her business concept. Jordan explains her product tiers and defines the difference between a writer and an author.4:15–6:36 · Nathan as informed peer 5/10 Early-Stage Financials and the Value of Startup Transparency Jordan hesitantly reveals early revenue numbers, and Nathan steps in to reframe early-stage vulnerability as an asset that makes for actionable startup advice.6:36–9:37 · Nathan as informed peer 6/10 Customer Conversion and Building an Engaged Cold Audience Nathan aggressively calls Jordan out when she cannot immediately recall her customer breakdown across price points. Jordan pushes back on his assumption about email list building.9:37–14:32 · Nathan as informed peer 6/10 Founder Purpose, Mindset, and Maintaining Balance Nathan challenges fuzzy motivational phrases and presses Jordan to show a confrontational side. Jordan deflects his prompts playfully and turns the exchange into a pitch for partnership.14:32–15:14 · Nathan as informed peer 2/10 Connecting Online and Exclusive Listener Offer Jordan shares her contact info and a custom URL offer for listeners before Nathan concludes the main interview portion.0:28–4:15 · Guest teaching 3/10 Weekly Cash Giveaway Announcement and Contest Details Nathan introduces the guest and inquires about her business concept. Jordan explains her product tiers and defines the difference between a writer and an author.4:15–6:36 · Guest teaching 2/10 Early-Stage Financials and the Value of Startup Transparency Jordan hesitantly reveals early revenue numbers, and Nathan steps in to reframe early-stage vulnerability as an asset that makes for actionable startup advice.6:36–9:37 · Guest teaching 3/10 Customer Conversion and Building an Engaged Cold Audience Nathan aggressively calls Jordan out when she cannot immediately recall her customer breakdown across price points. Jordan pushes back on his assumption about email list building.9:37–14:32 · Guest teaching 4/10 Founder Purpose, Mindset, and Maintaining Balance Nathan challenges fuzzy motivational phrases and presses Jordan to show a confrontational side. Jordan deflects his prompts playfully and turns the exchange into a pitch for partnership.14:32–15:14 · Guest teaching 1/10 Connecting Online and Exclusive Listener Offer Jordan shares her contact info and a custom URL offer for listeners before Nathan concludes the main interview portion.0:28–4:15 · Guest disagreement 1/10 Weekly Cash Giveaway Announcement and Contest Details Nathan introduces the guest and inquires about her business concept. Jordan explains her product tiers and defines the difference between a writer and an author.4:15–6:36 · Guest disagreement 1/10 Early-Stage Financials and the Value of Startup Transparency Jordan hesitantly reveals early revenue numbers, and Nathan steps in to reframe early-stage vulnerability as an asset that makes for actionable startup advice.6:36–9:37 · Guest disagreement 3/10 Customer Conversion and Building an Engaged Cold Audience Nathan aggressively calls Jordan out when she cannot immediately recall her customer breakdown across price points. Jordan pushes back on his assumption about email list building.9:37–14:32 · Guest disagreement 5/10 Founder Purpose, Mindset, and Maintaining Balance Nathan challenges fuzzy motivational phrases and presses Jordan to show a confrontational side. Jordan deflects his prompts playfully and turns the exchange into a pitch for partnership.14:32–15:14 · Guest disagreement 0/10 Connecting Online and Exclusive Listener Offer Jordan shares her contact info and a custom URL offer for listeners before Nathan concludes the main interview portion.0:28–4:15 · Nathan pushing back 2/10 Weekly Cash Giveaway Announcement and Contest Details Nathan introduces the guest and inquires about her business concept. Jordan explains her product tiers and defines the difference between a writer and an author.4:15–6:36 · Nathan pushing back 3/10 Early-Stage Financials and the Value of Startup Transparency Jordan hesitantly reveals early revenue numbers, and Nathan steps in to reframe early-stage vulnerability as an asset that makes for actionable startup advice.6:36–9:37 · Nathan pushing back 7/10 Customer Conversion and Building an Engaged Cold Audience Nathan aggressively calls Jordan out when she cannot immediately recall her customer breakdown across price points. Jordan pushes back on his assumption about email list building.9:37–14:32 · Nathan pushing back 6/10 Founder Purpose, Mindset, and Maintaining Balance Nathan challenges fuzzy motivational phrases and presses Jordan to show a confrontational side. Jordan deflects his prompts playfully and turns the exchange into a pitch for partnership.14:32–15:14 · Nathan pushing back 0/10 Connecting Online and Exclusive Listener Offer Jordan shares her contact info and a custom URL offer for listeners before Nathan concludes the main interview portion.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 76.9% · guest 23.1%0:00 · Nathan 76.9% · guest 23.1%3:00 · Nathan 43.3% · guest 56.7%3:00 · Nathan 43.3% · guest 56.7%6:00 · Nathan 30.8% · guest 69.2%6:00 · Nathan 30.8% · guest 69.2%9:00 · Nathan 31.9% · guest 68.1%9:00 · Nathan 31.9% · guest 68.1%12:00 · Nathan 56.5% · guest 43.5%12:00 · Nathan 56.5% · guest 43.5%15:00 · Nathan 78.4% · guest 21.6%15:00 · Nathan 78.4% · guest 21.6%18:00 · Nathan 88% · guest 12%18:00 · Nathan 88% · guest 12%
Sharpest disagreement ▶ 14:18 Flipping the confrontation exercise into a partnership demand

Jordan directly confronts Nathan by stating she dislikes that he has not partnered with her company yet, cleverly hijacking his challenge to name something she hates.

 Hardest push from Nathan ▶ 6:54 Host calling out lack of customer count data

Nathan bluntly interrupts Jordan's vagueness about sales numbers, stating that not knowing exact metrics is his number one pet peeve.

 Biggest teaching moment ▶ 12:40 Demanding clients stand in their truth

Jordan demonstrates how she actively manages clients by recounting how she forced an author to publicly highlight bulk order revenue rather than hiding success.

 Nathan holds their own ▶ 12:05 Exposing the guest's conflict-aversion strategy

Nathan immediately dissects Jordan's response as a calculated backhanded compliment and explains why he insists on pushing past pleasantries to test honesty.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Weekly Cash Giveaway Announcement and Contest Details 4312 Nathan introduces the guest and inquires about her business concept. Jordan explains her product tiers and defines the difference between a writer and an author.
Early-Stage Financials and the Value of Startup Transparency 5213 Jordan hesitantly reveals early revenue numbers, and Nathan steps in to reframe early-stage vulnerability as an asset that makes for actionable startup advice.
Customer Conversion and Building an Engaged Cold Audience 6337 Nathan aggressively calls Jordan out when she cannot immediately recall her customer breakdown across price points. Jordan pushes back on his assumption about email list building.
Founder Purpose, Mindset, and Maintaining Balance 6456 Nathan challenges fuzzy motivational phrases and presses Jordan to show a confrontational side. Jordan deflects his prompts playfully and turns the exchange into a pitch for partnership.
Connecting Online and Exclusive Listener Offer 2100 Jordan shares her contact info and a custom URL offer for listeners before Nathan concludes the main interview portion.

Statements from this episode (10)

Disclosure
Nathan Latka discloses his acquisition of Send Later
“Okay, many of you heard I made a big league acquisition of a company called Send Later, and I'm a greedy business guy.”
Nathan Latka Sep 17, 2016 ▶ 0:50
Prediction Didn’t hold up
Nathan Latka aims to take Send Later public by age 30
“I'm taking Send Later public by the time I turn 30.”
Nathan Latka Sep 17, 2016 ▶ 1:14
Disclosure
14-Day Writing Challenge costs $325; VIP circle costs $1,275
“Once we determine where they are, they will either go into a 14 day writing challenge at a three 25 price point. Or they will go into our VIP live editing circle at a 1275 price point.”
Jordan Hale Sep 17, 2016 ▶ 3:38
Disclosure
The Story Detectives targets $100K in total revenue for 2016
“Our total revenue goal for 2016 is just to hit the 100 K mark.”
Jordan Hale Sep 17, 2016 ▶ 5:59
Assertion Not checkable as stated
Jordan Hale earned between $70K and $80K solo in 2015
“2015, this project did not exist, but I have done work on my own, so it would vary for 2015, I did between 70 to 80 K.”
Jordan Hale Sep 17, 2016 ▶ 6:21
Disclosure
14-Day Writing Challenge has exactly 15 paying customers
“We have had in total, 15 folks give us credit card numbers.”
Jordan Hale Sep 17, 2016 ▶ 7:11
Assertion Not checkable as stated
Jordan Hale's core subscriber list maintains a 30% open rate
“They are opening at least at a 30% rate every time we send out an email.”
Jordan Hale Sep 17, 2016 ▶ 8:02
Disclosure
Founders split revenue equally between business reinvestment and themselves
“We're actually gonna split it thirty-thirty-thirty, well, not thirty-thirty-thirty, but divided into three because we have a third to go back to the business, and then we each will split the rest.”
Jordan Hale Sep 17, 2016 ▶ 8:40
Insight
Jordan Hale: Doing comedy requires a willingness to be mean
“I think that's a part of comedies. You have to be willing to be mean.”
Jordan Hale Sep 17, 2016 ▶ 11:34
Insight
Nathan Latka loves unfiltered confrontation in business
“I love confrontation. I love it because It allows me to never have like a filter. It just, if I, if something, if I don't like something or I disagree with somebody, I just go after it. No matter how big of a person or a list or how rich or whatever they are, …”
Nathan Latka Sep 17, 2016 ▶ 14:00
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