The Exchanges

Q Jeez. Okay. Wait, tell that story. How'd that happen?

A Well, see, uh, my, you know, look, you got to play the best cards that you have available. And, uh, long story short, Uh, when I came back, uh, I'm sitting around the dining room table with my parents, and my dad says to me, hey, look, um, I'm going to negotiate a piece of property that I have, and, um, uh, so I'll be back, and I go, hey, dad, let me, let me come with you, so I went with him, and he was, uh, negotiating this piece of land, and he says to the, to the seller, hey, here's a deal, or says to the buyer, here's the deal, I'm not looking for money right now, uh, so I'm willing to be the bank, I will finance The property, I'll finance the construction of the road, as well as, uh, the first house. I'm thinking to myself, my God, I'd be an idiot not to take him up on that. So the guy, the guy actually said, all right, well, let me think about it. I'll get back to you. Uh, and on the drive home, I said to my father, look, here's the deal. I want this opportunity. I mean, this is, this is crazy for me not to jump into it. And, uh, my dad's initial response was, kid, I told you, I wanted you to go to college. So you didn't have to get in this field. You know, it's, uh, It's not much fun, you know, um, cause my dad was a real estate developer and whatnot. And so he didn't want to sell it to me, but, um, I can be somewhat pig headed.

AI assessment note: “when I came back, uh, I'm sitting around the dining room table with my parents”

Q Yeah. So tell me, can you give an example of, of, I understand the group coaching model. Tell me the other side of the model. Is there, is there a customer you can talk about, about what you did for them?

A Well, I'll tell you that, um, one of my clients, uh, he, this, this is, uh, well, I'll tell you the two most recent examples. So last week we have, uh, a client in the financial space and we created four emails in the, in a financial space for a Which was, this is a company that is just a, um, you know, it's a, it's a small business company, right? So, you know, they do, uh, just, you know, mid seven figures a year, so 212,000 dollars in 12 years, and 12, Uh, 12 hours is pretty impressive. But, you know, that's in the financial space. A couple weeks before that, we worked with a company who was selling to lawyers. We did a very similar thing, ran a promotion, four different emails, and they brought in another 200,000 dollars. Just typically more money than they would see in several different months combined.

AI assessment note: “we have, uh, a client in the financial space and we created four emails”

Q Okay, so 2009, 500 bucks an hour. How did you get comfortable on that number, by the way? It makes me sick thinking about selling any amount of my time for any amount of money. Uh, just like the idea of a call every Tuesday at three p.m. just makes me sick inside. How did you get around that?

A Well, I actually, I, uh, I wasn't planning on it, so that's why I accepted the 500 dollars an hour, but eventually what ended up happening was that I went from 500 dollars an hour, and when I looked at the upside and profits that I was bringing other businesses, I changed my model eventually from, I was at 5000 dollars an hour, then I went to 2000 dollars an hour, then I went to 2500 dollars an hour, and I'm like, you know what? The problem is, is when I design a strategy that actually works really, really well, the, there's a value imbalance. So they could spend 25,000 dollars with me and end up making 1.1 million, which has happened, not paying 25,000. I actually changed my model in that case. So I became an intellectual capitalist. And so I would design a strategy that And take a percentage of the upside in profits, and so that's what I had done for a long time, and, um, I actually ended up getting paid a lot more as a result, so as opposed to being Charging by the hour and feeling like I was a salesman, I took a percentage of the increase in profits, and one client alone, just through that model, ended up paying me over a million and a half dollars.

AI assessment note: “I wasn't planning on it, so that's why I accepted the 500 dollars an hour”

Q Okay, so 2009, 500 bucks an hour. How did you get comfortable on that number, by the way? It makes me sick thinking about selling any amount of my time for any amount of money. Uh, just like the idea of a call every Tuesday at three p.m. just makes me sick inside. How did you get around that?

A Well, I actually, I, uh, I wasn't planning on it, so that's why I accepted the 500 dollars an hour, but eventually what ended up happening was that I went from 500 dollars an hour, and when I looked at the upside and profits that I was bringing other businesses, I changed my model eventually from, I was at 5000 dollars an hour, then I went to 2000 dollars an hour, then I went to 2500 dollars an hour, and I'm like, you know what? The problem is, is when I design a strategy that actually works really, really well, the, there's a value imbalance. So they could spend 25,000 dollars with me and end up making 1.1 million, which has happened, not paying 25,000. I actually changed my model in that case. So I became an intellectual capitalist. And so I would design a strategy that And take a percentage of the upside in profits, and so that's what I had done for a long time, and, um, I actually ended up getting paid a lot more as a result, so as opposed to being Charging by the hour and feeling like I was a salesman, I took a percentage of the increase in profits, and one client alone, just through that model, ended up paying me over a million and a half dollars.

AI assessment note: “I wasn't planning on it, so that's why I accepted the 500 dollars”

Q Yep, yep. Okay, tell us real quick about the book. So, the Predictable Profits Playbook, and Charles, I'm wondering why you do this, because people always tell me, you write a book, you lose a lot of money, it takes a lot of time, it's not worth it. Why'd you do it?

A Well, you know, one of, so I, If you look at some of the most successful people in the world, right? The most influential, powerful people in the world. Uh, there's a couple of things that they're going to have in common. They've written a book and they've been, uh, public speakers dead or alive. If they've influenced 10,000 or more people, that's what they've done. They've written a book or they've become, uh, public speakers. Now, you know, I've got one client alone that's paid me over a million dollars for my advice to help them grow a business. And, you know, a lot of that happens by way of, of power and influence. And so if you want to be perceived, everything is value perception, right? If you want to be perceived as somebody, um, of influence, then success leaves clues.

AI assessment note: “If you want to be perceived as somebody, um, of influence, then success leaves clues.”