www.TrafficAndFunnels.

com/evolution

Want video + notes?

• Go to www.TrafficAndFunnels.com/evolution

• Enter in your email

• We’ll send you a video recording to watch/review

any time you like + a copy of my slides/notes
 Evolution of Service

WHO WHAT

HOW

I’m going to go into this deep but before I do quickly let’s make an agreement. Okay?
 An Agreement…

You’re Here If I Can Get You Here

If you are currently an expert who is underpaid, marginalized, perhaps earning & performing UNDERNEATH what you feel like is deserving… and I can convince you how to become unstoppable and at the end of my training I can
convince you that there’s an extra $100k, $250k, or a million extra per year if you just have the right system in place — do you agree to at least book a consult with me and invest 30 minutes or so into brainstorming about your business
together? If YES… let’s move forward. If I can convince you that we can unlock a million dollars or more each year like clockwork for your expertise (obviously you have to be good at what you do or there’s no point) then can you agree
to book a time and invest a couple minutes into seeing how we can work together? It should be an easy proposition…
 An Agreement…

D AYS
10
T
LAS

At some point you just have to stop and asking yourself okay is this real? Like what’s going on… last 10 days what is going on. And really say “Am I struggling
unnecessarily?” Instead of saying “Is this hard” or “why is this hard” ask yourself if it “HAS TO BE HARD” and most times you’ll find that NO, someone else has already
figured this out and yea I could labor on and learn indefinitely the hard way but why?”
 An Agreement…

You’re Here
E E ! If I Can Get You Here

G R
S ! IA
Y E

If someone can convince you that there’s $100k extra locked up somewhere and you can’t agree to this well there’s something wrong with you okay?
 • Charging less than you deserve leads to burnout & ultimately, decay — because
you run out of time to optimize the “HOW”

• Right now there are about 2.5 billion people with internet and guaranteed millions
of people in your realm of “expertise” who need you but your offers are not set up
to hook them…

• The right offer, at the right time, at the right price — can solve almost all of
anybody’s problems in life, business, relationships, health, etcetera (do the work
here today, it’s meaningful, profitable, and LONG lasting)

You ever bought a bad service?? Got a “deal?” Then it was a rip off?? It’s never a rip off because of the price it’s always a rip off because the OFFER isn’t capable of
solving the problem… If you don’t fix your offer and start charging what your’e worth — you’re going to become that rip off to other people.
 Evolution of Service

WHO WHAT

HOW

Selecting WHO you want to serve, WHAT you want to do for them, and finally — HOW you do it…
 Designing Offer Economics
• Size of problem

• Time prospect has been experiencing problem

• Sophistication of problem

• Degree of certainty with which you can solve the problem

• SPEED at which you can solve problem

There are 4 things that create the “economics” of an offer…

1. Bigger problem = bigger fee

2. Longer they’ve dealt with it = bigger fee

3. Sophistication of problem = bigger fee (low sophistication leads to competition — high sophistication = specialist)

4. Degree of certainty = bigger fee

 Designing Offer Economics
• WHAT // Size of problem

• WHO // Time prospect has been experiencing problem

• WHAT // Sophistication of problem

• HOW // Degree of certainty you can solve problem

• HOW // SPEED at which you can solve problem

There are 4 things that create the “economics” of an offer…

1. Bigger problem = bigger fee

2. Longer they’ve dealt with it = bigger fee

3. Sophistication of problem = bigger fee

4. Degree of certainty = bigger fee

• Problem is painful

• They’ve been trying to solve for a while

• Results virtually guaranteed (very high certainty)

• Results happen QUICKLY (as opposed to long, drawn out solution)

• Fee is split up into the results (aka 10k now 10k later after ______)

• = Irresistible Offer that almost no one can say no to

 SMALL MARKET
WHAT

Largest 
 WHO?
market

When you start out, usually you start out as more of a generalist, and WHO you’re serving, and WHAT you’re doing is on the lower end of things. For instance when I started out here was my journey…

** THE FURTHER UP YOU GO ON “WHAT” the HIGHER the sophistication… the further RIGHT YOU GO ON “WHO” the further along the client… and the problem themselves get more expensive (and easier for YOU to solve)…
 SMALL MARKET
WHAT Agency
Consultant

Consultant

Agency DFY

DFY

Largest 
 WHO?
market

When you start out, usually you start out as more of a generalist, and WHO you’re serving, and WHAT you’re doing is on the lower end of things. For instance when I started out here was my journey…

** THE FURTHER UP YOU GO ON “WHAT” the HIGHER the sophistication… the further RIGHT YOU GO ON “WHO” the further along the client… and the problem themselves get more expensive (and easier for YOU to solve)…

I THINK THIS IS USUALLY A 3 year process with help and closer to a 10 year process (or never) without help.
 SMALL MARKET
WHAT Agency
Consultant

Been married for 7 years, marriage


is unfulfilling & unstable… you are 

going to fix their trust issues with 

each other and teach them how to 

Consultant
get better.

Agency DFY

DFY

Looking for a spouse… 


never dated, self conscious, 

and you are going to send 

them people you manually 

find from dating sites… WHO?

Relationship Niche

Example…
 SMALL MARKET
WHAT Agency
Consultant

Successful eCommerce business…


prices of ads going up, you are going

to add a content plan, after proper

research — and tell them exactly what

and how to write content to decrease 

Consultant
ad costs…

Agency DFY

DFY

New businesses who are 


struggling to get sales…

You will build them a funnel

and run all their traffic to get

started… WHO?

Online / eComm Niche

Example…
 SMALL MARKET
WHAT Agency
Consultant

Semi-healthy executives & 


entrepreneurs who want to lost a bit

of weight but more important just want

to be as healthy as they can be to run

their companies well… You consult

Consultant
with them and charge them $8k.

Agency DFY

DFY

People who are 300 lbs over-


weight and want to lose 

100 lbs by Christmas… you’re

going to make custom meal

plans and charge $100 for 

them.
WHO?

Fitness Niche

Example…
 Taylor’s WHO/WHAT/HOW

Consulting only 
 Multi-millionaire…

Started teaching 
 (no DFY), widened

Started just writing 
 copywriters & still
 market to learn new

freelance for Infusionsoft 
 taking DFY clients. market pains & find

users… a gap for offer…

Still writing but…


Started writing Stopped writing

limited clients based 

freelance for
 for anyone except
 Switch to ONLY 

on income & goals. And

anybody with money… for my own businesses. helping client businesses…
added onboarding process.

SO notice this ebb and flow…

1. General, very broad problem and not a lot of pain.
2. Change the “WHO” - more specific, going up the totem pole, if they use Infusionsoft they’re bound to be higher quality
3. Changed the WHO again, and big change to “HOW” even more specific and more reliable
4. Changed the “WHAT” and eventually stopped doing the “WHAT” I was used to doing…
5. Changed the WHO and the WHAT. Back down the more generalistic.
6. Got specific again..
 Taylor’s WHO/WHAT/HOW
WHO

WHO
WHO
Consulting only 
 Multi-millionaire…
Started teaching 
 (no DFY), widened

Started just writing 
 copywriters & still
 market to learn new

freelance for Infusionsoft 
 taking DFY clients. market pains & find

users… a gap for offer…

Still writing but…


Started writing Stopped writing

limited clients based 

freelance for
 for anyone except
 Switch to ONLY 

on income & goals. And

anybody with money… for my own businesses. helping client businesses…
added onboarding process.

HOW WHAT
WHO

SO notice this ebb and flow…

1. General, very broad problem and not a lot of pain.
2. Change the “WHO” - more specific, going up the totem pole, if they use Infusionsoft they’re bound to be higher quality
3. Changed the WHO again, and big change to “HOW” even more specific and more reliable
4. Changed the “WHAT” and eventually stopped doing the “WHAT” I was used to doing…
5. Changed the WHO and the WHAT. Back down the more generalistic.
6. Got specific again..
 www.TrafficAndFunnels.com/evolution

Want video + notes?

• Go to www.TrafficAndFunnels.com/evolution

• Enter in your email

• We’ll send you a video recording to watch/review

any time you like + a copy of my slides/notes

Don’t forget you can get the a replay here.

 Ryan’s WHO/WHAT/HOW

$60-80k/mo…

Consult offer font end


Just ads for eCommerce + DFY offer back end

Profit based fee


DFY ads for 
 Coaching others how
 (monthly retainer +

pretty much anybody to run ads then HIRING
 percentage of sales)
them to serve his clients

SO notice this ebb and flow…

1. General, very broad problem and not a lot of pain.
2. Change the “WHO” - more specific, going up the totem pole, if they use Infusionsoft they’re bound to be higher quality
3. Changed the WHO again, and big change to “HOW” even more specific and more reliable
4. Changed the “WHAT” and eventually stopped doing the “WHAT” I was used to doing…
5. Changed the WHO and the WHAT. Back down the more generalistic.
6. Got specific again..
 Ryan’s WHO/WHAT/HOW
WHAT

$60-80k/mo…
WHO

Consult offer font end


Just ads for eCommerce + DFY offer back end

Profit based fee


DFY ads for 
 Coaching others how
 (monthly retainer +

pretty much anybody to run ads then HIRING
 percentage of sales)
them to serve his clients

HOW HOW

SO notice this ebb and flow…

1. General, very broad problem and not a lot of pain.
2. Change the “WHO” - more specific, going up the totem pole, if they use Infusionsoft they’re bound to be higher quality
3. Changed the WHO again, and big change to “HOW” even more specific and more reliable
4. Changed the “WHAT” and eventually stopped doing the “WHAT” I was used to doing…
5. Changed the WHO and the WHAT. Back down the more generalistic.
6. Got specific again..
 Over time you should end up solving BIGGER
problems, getting paid MORE for it, while having to
do LESS “new work” — this is the whole purpose of 

strategic “niching” and “systems” on the back end…
 I call it “evolution” because you are never serving 

one market, with one problem, in one way indefinitely
unless you want to become extinct.
Burnout can happen if you cannot shift what you are
doing to match the problems you enjoy solving.
 As you change the WHO, the WHAT will naturally
change with it — but you have to always remember to
be optimizing the HOW…
 ALIGNMENT

Who do I love to serve?

What do they need the most?
What do I enjoy to do?
What am I BEST at doing?
 WHO / WHAT
• Who do I enjoy serving so much that I would do it for free if I had to?

• What are the problems they talk about the most?

• What are the things they struggle with that they don’t want people to know about?

• How long have they been struggling with this?





• Pricing based on length they’ve been trying to solve it + pain associated with
every day they live without a solution…

These questions allow you a measure of clarity… obviously if you list out problems and then in when talking about LENGTH of how long they’ve been struggling — if
there’s a problem they’ve had for 10 days and one they’ve had for 3 years then the pain of the problem is INVERSELY correlated.
 HOW
• How can I solve the problem as quickly as possible?

• What processes/systems can I use so that my results are almost guaranteed?

• If I step out of the picture, what things can I put in place NOW so that results are
not compromised even if I’m not around? 






• Pricing based on SPEED at which results show up and the certainty of results
(i.e. your “percentage of success”)

These questions allow you a measure of clarity…

 An Agreement…

Underpaid.
 In control.

Overworked.
 Increasing income.
Under-recognized.
 Decreasing stress.
Marginalized.
 Abundance & opportunity.
Etcetera etcetera…
 Recognized & respected…

If you are currently an expert who is underpaid, marginalized, perhaps earning & performing UNDERNEATH what you feel like is deserving… and I can convince you how to become unstoppable and at the end of my training I can
convince you that there’s an extra $100k, $250k, or a million extra per year if you just have the right system in place — do you agree to at least book a consult with me and invest 30 minutes or so into brainstorming about your business
together? If YES… let’s move forward. If I can convince you that we can unlock a million dollars or more each year like clockwork for your expertise (obviously you have to be good at what you do or there’s no point) then can you agree
to book a time and invest a couple minutes into seeing how we can work together? It should be an easy proposition…
 An Agreement…

D AYS
10
T
LAS

At some point you just have to stop and asking yourself okay is this real? Like what’s going on… last 10 days what is going on. And really say “Am I struggling
unnecessarily?” Instead of saying “Is this hard” or “why is this hard” ask yourself if it “HAS TO BE HARD” and most times you’ll find that NO, someone else has already
figured this out and yea I could labor on and learn indefinitely the hard way but why?”
 An Agreement…

Underpaid.

Overworked.

E E ! In control.

Increasing income.
G R
IA
Under-recognized.
 Decreasing stress.
Marginalized.

ES ! Abundance & opportunity.
Etcetera etcetera…

Y Recognized & respected…

If someone can convince you that there’s $100k extra locked up somewhere and you can’t agree to this well there’s something wrong with you okay?
 www.TrafficAndFunnels.com/talk

Want to brainstorm?
• Go to www.TrafficAndFunnels.com/talk

• Pick out a time to brainstorm

• We’ll spend a few minutes diving deep into how


to improve your offers, services, economics, and 

hit new levels in your current business…

Don’t forget you can get the a replay here.

 www.TrafficAndFunnels.com/talk

Want to brainstorm?
• Go to www.TrafficAndFunnels.com/talk

• Pick out a time to brainstorm

• We’ll spend a few minutes diving deep into how


to improve your offers, services, economics, and 

hit new levels in your current business…

The calendar is live and extremely time sensitive due to natural supply & demand.

Don’t forget you can get the a replay here.

 www.TrafficAndFunnels.com/talk

D AYS
10
T
LAS

At some point you just have to stop and asking yourself okay is this real? Like what’s going on… last 10 days what is going on. And really say “Am I struggling
unnecessarily?” Instead of saying “Is this hard” or “why is this hard” ask yourself if it “HAS TO BE HARD” and most times you’ll find that NO, someone else has already
figured this out and yea I could labor on and learn indefinitely the hard way but why?”
 www.TrafficAndFunnels.com/talk

Want to brainstorm?
• Go to www.TrafficAndFunnels.com/talk

• Pick out a time to brainstorm

• We’ll spend a few minutes diving deep into how


to improve your offers, services, economics, and 

hit new levels in your current business…

The calendar is live and extremely time sensitive due to natural supply & demand.

Don’t forget you can get the a replay here.

 www.TrafficAndFunnels.com/talk
• How to create an offer that has less “one-on-one”

The calendar is live and extremely time sensitive due to natural supply & demand.

1: one-on-one with YOU… or one-on-one PERIOD? You change the HOW, you have the standard set for the ‘HOW’ which means you need to create a series of steps
someone can do in your place, in which case you elevate “WHAT” you are allowed to do… or you just systematize your way out of it.

 www.TrafficAndFunnels.com/talk
• How to create an offer that has less “one-on-one”

• What’s the differentiator between a “blah” me too offer and a legit “irresistable”
offer?

The calendar is live and extremely time sensitive due to natural supply & demand.

2: mouth-watering = price & distribution… mechanically, if your certainty of success is even 1% higher, but your pricing is worked into the model, you have differentiation
and a serious advantage… (i.e. $4k today and $4k when you achieve XYZ goal)
 www.TrafficAndFunnels.com/talk
• How to create an offer that has less “one-on-one”

• What’s the differentiator between a “blah” me too offer and a legit “irresistable”
offer?

• Best ways to test a new offer?

The calendar is live and extremely time sensitive due to natural supply & demand.

3: easy answer is “test it.” But, what’s best ways to learn how to fly a plane? Is it hopping in the cockpit and taking off testing? You could die… so the risks of just doing
stuff without something to model or someone to guide you are significant… I’d say get someone good at this and test it under their guidance…
 www.TrafficAndFunnels.com/talk
• How to create an offer that has less “one-on-one”

• What’s the differentiator between a “blah” me too offer and a legit “irresistable”
offer?

• Best ways to test a new offer?

• How do I get an offer to resonate with cold traffic?

The calendar is live and extremely time sensitive due to natural supply & demand.

4: build it out so the marketing is “baked” in. That’s all I’m giving you for free… hop in to talk with us about becoming a client for more…
 www.TrafficAndFunnels.com/talk
• How to create an offer that has less “one-on-one”

• What’s the differentiator between a “blah” me too offer and a legit “irresistable”
offer?

• Best ways to test a new offer?

• How do I get an offer to resonate with cold traffic?

• Best way to position a high ticket monthly service?

The calendar is live and extremely time sensitive due to natural supply & demand.

4: build it out so the marketing is “baked” in. That’s all I’m giving you for free… hop in to talk with us about becoming a client for more…
 www.TrafficAndFunnels.com/evolution

Want video + notes?

• Go to www.TrafficAndFunnels.com/evolution

• Enter in your email

• We’ll send you a video recording to watch/review

any time you like + a copy of my slides/notes

Don’t forget you can get the a replay here.