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  • 9 modules
  • 51 lessons
  • 1 open to read right now
Lesson 0.1 Module 0 · Get Paid This Week

Start Here: The Fastest Dollar Is Behind You

Your fastest dollar is behind you, not in front of you.

The instinct when you buy a sales course is to go find new people to sell to. Cold lists, new outreach, the hunt. That works, and the whole Pipeline module is built for it. But it is the slowest road to your first win. The money that comes back fastest is the money from people who already know you, already trust you, and already paid you once. So before you chase a single stranger, you work the warm money that is already yours to go get.

First, four questions. Answer them honestly, because they decide whether the Week One plan below is for you or whether you start somewhere else entirely.

  1. Do you have past clients you have delivered work for?
  2. Do you have any open proposals sitting out there right now?
  3. Are you currently quoting anyone, live conversations or bids in progress?
  4. Is your honest answer to the first three "no, none of that yet"?

Here is how you route on those answers:

  • Yes to any of 1, 2, or 3: the Week One Money plan below is yours. Run it this week, in order.
  • All no (question 4 is you): stop, and read this part carefully. The plays below need assets you do not have yet: past clients to mine, proposals to revive, a pipeline to filter. Running them on an empty business is how you burn a week and decide the course does not work. Your Week One is a different one. Go to Lesson 2.3: The Relational Local Plays: Coffee, Networking, and Walking In, the relational local plays (coffee, networking, walking in), and run those instead. And plainly: if you are starting from zero clients, the Video Business Kickstart course is your track, not this one yet. Kickstart is built to land your first few paying clients from nothing. The Video Business System you are holding assumes you already have a book of business to work. Come back to this plan the week you have your first handful of clients and a quote or two in the air.

Those four questions are the whole point. These five plays work when the assets exist. Nobody's first week should be spent forcing a play that has nothing to act on. If you have the assets, here is the week.

Day 1: Build your diamond mine and send three idea-led notes. Pull up every client you have ever delivered for and write down, next to each name, the last time you actually talked. That list is your diamond mine. Then pick three, and instead of asking "need any more video?" (the question that gets a shrug), bring an idea: "Hey, thought about this? Here's something I was kicking around for you." A specific idea is something they can react to today, which means fast money. Full method in Lesson 6.5: The Diamond Mine: Build the List, Bring the Idea.

Day 2: Send a breakup email to every proposal silent two weeks or more. Go through every proposal you have out that has gone quiet for two weeks or longer. Each one gets a breakup email: the short, low-pressure note that hands them an easy out and, far more often than you would guess, gets a reply that puts the deal back in motion. Time kills all deals, and it kills them quietly, in pipelines nobody works. Full system in Lesson 5.4: Time Kills All Deals: The Follow-Up System.

Day 3: Raise your floor by $2,000 and quote the new number on your next call. Take your standard price and add two grand. Do not announce it, do not explain it, do not wait for January. Just start saying the new number on your next live call. A grand or two at a time is invisible; there is no video pricing index the client is checking you against. Same work, same conversation, a bigger number coming out of your mouth. Full lesson in Lesson 4.2: Quote Per Video and Raise Your Floor Every Year.

Day 4: Run the prequal filter on your pipeline and kill the dead weight. Take every prospect currently in your pipeline and run each one through the two-minute pre-qualification filter: do they have the means to pay, and can a video pay for itself? The ones that fail both, stop chasing. A short honest pipeline beats a long fake one, and the time you free up goes straight into the plays that pay. Full filter in Lesson 1.5: Pre-Qualify for Means and ROI.

Day 5: Post your first win, or your stuck point, in the community. Whether something moved this week or you hit a wall, post it in the community. A reply to a breakup email, a floor you finally raised, a past client who booked a strategy meeting, put it up. Stuck counts too: "sent ten breakup emails, zero replies, what am I missing?" is exactly the post that gets you a teardown. Posting is the small habit that makes you actually finish.

Five days, five plays, every one of them aimed at money already sitting in your business. Do not read ahead until you have run the ones those questions pointed you at. Then open Module 1.

The full map

Everything else in the System

9 modules, 51 lessons, in the order you run them. Lesson 0.1 is the one open above.

Module 1

Don't Be a Vendor

5 lessons

  1. 1.1Vendor vs. Partner, The Reframe That Wins Higher BidsLocked
  2. 1.2The Three Pillars, Where Every B2B Problem LivesLocked
  3. 1.3Define Your Ideal Client, The 5-Bucket ICP ExerciseLocked
  4. 1.4Choose Who to Sell To, Role, Size, and IndustryLocked
  5. 1.5Pre-Qualify for Means and ROILocked
Module 2

Filling a Pipeline

6 lessons

  1. 2.1The Hunter Mindset: Why Referrals Keep You at ZeroLocked
  2. 2.2Aim Before You Fire: Targets, Qualification, and Your ListLocked
  3. 2.3The Relational Local Plays: Coffee, Networking, and Walking InLocked
  4. 2.4The Cold Call: A Flow, Not a ScriptLocked
  5. 2.5Email, Loom, and the Multi-Channel Cover-UpLocked
  6. 2.6The Math and the Machine: Funnel Numbers, CRM, and the 37%Locked
Module 3

Discovery Meetings (Be a Doctor)

6 lessons

  1. 3.1Why You Freeze (and the Doctor Frame That Fixes It)Locked
  2. 3.2The Discovery Sequence: Person, Company, Then BottlenecksLocked
  3. 3.3The Three Pillars: Diagnose Before You PrescribeLocked
  4. 3.4Plant Ideas and Watch for the LatchLocked
  5. 3.5Build the ROI Case While You're Still DiagnosingLocked
  6. 3.6Objections, the Ballpark, and the Next StepLocked
Module 4

Pricing & Packaging

6 lessons

  1. 4.1The $150/Hour Method: Price Any Job in Five MinutesLocked
  2. 4.2Quote Per Video and Raise Your Floor Every YearLocked
  3. 4.3The Three-Tier Proposal That Closes For YouLocked
  4. 4.4Bundles and Add-Ons: Make It Pay to Do MoreLocked
  5. 4.5Holding Your Ground: Objections, Down-Sells, and the Favor DiscountLocked
  6. 4.6Price to Value and Productize the OfferLocked
Module 5

Closing Your Deals

6 lessons

  1. 5.1Get the Decision-Maker in the RoomLocked
  2. 5.2Present, Don't Send: The Simple Proposal as a RecapLocked
  3. 5.3Make the Math Undeniable (Without Promising Results)Locked
  4. 5.4Time Kills All Deals: The Follow-Up SystemLocked
  5. 5.5Urgency Levers and Discounting Without DevaluingLocked
  6. 5.6Get Paid Right, Then Mine the BacklogLocked
Module 6

Cycling a Successful Process

6 lessons

  1. 6.1Never Deliver Before Payment: Your Only LeverageLocked
  2. 6.2When They Ghost the Invoice: The Escalation LadderLocked
  3. 6.3Delivery Is Not the Finish Line: The Handoff and the 30/60/90Locked
  4. 6.4Easy-Yes Upsells: On Set and At DeliveryLocked
  5. 6.5The Diamond Mine: Build the List, Bring the IdeaLocked
  6. 6.6Compounding Repeat Revenue (Without Retainers) and Resurrecting Dead LeadsLocked
Module 7

Your First Hires (Get Out of Every Seat!)

6 lessons

  1. 7.1The Bottleneck Is You: Every Hire Is a Sales UnlockLocked
  2. 7.2The Hire Math: De-Risking the $50K LeapLocked
  3. 7.3What to Delegate First: The 80% Rule and the Extraction SequenceLocked
  4. 7.4Structure the Offer: The Comp Ratchet, W-2 vs 1099, and the RailsLocked
  5. 7.5Your First Sales Hire: Low Base, High CommissionLocked
  6. 7.6Source, Sell the Climb, and Keep ThemLocked
Module 8

Building a Business That Lasts

7 lessons

  1. 8.1Pay Yourself First (Without Bleeding the Business)Locked
  2. 8.2Cash, Seasonality & the Banker RelationshipLocked
  3. 8.3SOPs: Get the Business Out of Your HeadLocked
  4. 8.4The Lean Tool Stack (and Negotiating Every Dollar of It)Locked
  5. 8.5AI for the Tedious 80%Locked
  6. 8.6The Operating Cadence: The Rhythm That Runs the BusinessLocked
  7. 8.7The Software Stack: Three Price PointsLocked

Two more, up to the wall

The two lessons that first week points at

Day 2 and Day 3 of the plan above send you to these. Here are the opening paragraphs of each.

Module 4 · Pricing & Packaging

Lesson 4.2: Quote Per Video and Raise Your Floor Every Year

This is the single most expensive quoting mistake I see, and it's so easy to make you won't even notice you're doing it. You quote a project range. "These projects can run anywhere from $5K to $50K." Feels safe, right? Covers your bases. It's actually killing your deals.

Here's what happens, straight from an owner I coach who lived it. His standard was a $5K video, and he told me the wide range bit him constantly: when he said "this could be as high as 50K, as low as 5K," the client would say, "oh, I think we're closer to the lower end, we might only come in around 3 or 4." And because 4 is close to 5, he'd feel inclined to take the $4K deal. Read that again. He gave them a $50K ceiling and they talked him below his own floor.

The rest of this lesson is inside the System.

Module 5 · Closing Your Deals

Lesson 5.4: Time Kills All Deals: The Follow-Up System

This is my governing principle, and I learned it the expensive way. Time kills all deals. Every single time.

In eight years I've watched it happen over and over: they talk themselves out of it, somebody comes in cheaper, they lose a big deal, priorities shift. Every week that proposal sits, something is more wrong. There's a reason they haven't signed, and unless you're talking to them, they're figuring something out that doesn't involve you. People forget almost everything you told them within a couple of days. The trust, the rapport, the value all fade, and the deal converts from a need into a want, and then it's gone. A proposal is effectively dead after two to three weeks. So close on the call if you can. If you can't, keep the gap from discovery to proposal short and book a hard next step within a week.

The rest of this lesson is inside the System.

The whole thing

The Video Business System

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The first 25 seats are $997. After that it is $1,997.

One payment. Yours forever. All sales final.

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