00:00
We’re here to talk about creating massive momentum in our businesses starting off with scalable stackable recurring revenue but we’re going to talk about all four levers of momentum and so I want to start with this because I think it’s really important to say it and you’ll hear me say it again and again and again and again. If you’re not earning what you want to earn please

00:30
Don’t blame yourself and think it’s something to do with your lack of talent or maybe you need another qualification, another piece of paper, a PhD from the University of Southworth. It is likely not it. It likely is your business model, which is why I always like to start from this point because we’re in business and therefore we have one rule and one rule only.

00:59
Everything else is up for our interpretation. One rule and one rule only, we exchange value for cash. This is what businesses do. And therefore, your business model needs to make sense. And I’m here to help you make sense of it. So not to kind of tell you this is the only business model because everybody’s from different businesses doing different things, but to help make them maths, maths.

01:27
to help make the maths math. So do the numbers actually add up? So what we’ve been talking about all week in scalable, stackable, recurring revenue is what you sell at what price. This is kind of fundamental. It has to add up to what you actually want to earn. The second piece of the puzzle is creating leverage in your marketing and lead gen and leverage in your visibility and profile building as well.

01:55
Yes. So that when not creating everything from scratch every single time, we’re not like trying this and trying that and trying this other thing and trying these other random things. And none of it really kind of creates any momentum. It doesn’t, it doesn’t create any leverage. You’re constantly doing this with not a lot of effect, not a lot to show for it. That’s no fun. And then finally, we want to talk about leveraging your service delivery because it’s all well and wonderful having

02:25
Lots of leads, right? Having lots of people that are wanting to work with you, great, except you don’t want to stress yourself out. And I think for this one, like this last piece of the puzzle, for a lot of people in business and especially a lot of women in business, they’re like, but I’m already maxed out. I’m already stressed out. I’m already overwhelmed. I’m already sitting at the laptop way later than I know I should be. I’m already like,

02:53
Got no time to scratch myself, let alone see my friends, let alone go to the gym, let alone enjoy myself. Like why on earth would I want to grow my business? So this is understandable, right? Because you don’t have any leverage in your service delivery. So we’re going to talk about that. Now, one of the key things that we’ve been discussing all week is your offerings ecosystem.

03:18
And some of the fundamental kind of pieces of this, I’ve also been talking about some of the biggest problems, the biggest mistakes, the most common mistakes, 13 years of lifting the lid on other people’s businesses. I have a backstage view on what works, what doesn’t work. I see the patterns that, you know, people kind of show, present with. Where it’s like, oh yes, this is a misconception. Oh yes, that’s going to slow you down. I see the same thing over and over and over again.

03:48
So I can make it quicker and easier for you. can collapse your timeline should you wish to have your timeline collapse. You want to move fast? I can help you do that.

04:00
So one of the key misconceptions is this idea that of the Ascension Ladder. Let me know in the chat if you’ve heard of the Ascension Ladder before. If you’ve heard of this kind of, you know, from free to this thing to that thing to this thing. I have worked with innumerable clients, one springs to mind, where she had gone off and spent $3,000 on a one-day event and she’d come back and she’d said, okay, this is, you know, this is what it is.

04:29
This is what I’m doing and I’ve gone, oh, okay. And I’ve had to kind of unpick it piece by piece lovingly because I don’t want to make her, you know, feel like she’s just blown her dosh, blown her cash. But I need to make it make sense, right? And it doesn’t make sense for most businesses. Yeah. So the value ladder, the essential ladder, same kind of thing. It’s the idea that you take somebody from free into low price, into this price, into that price.

05:00
they’re just immediately following along saying oh yes master of course master tell me where to stand master like this is not a thing this is this is uh this is lovely for the big online gurus who have the mass audiences but it makes no sense for the majority of us who have email lists of less than a thousand you know we’ve got instagram followings or facebook followings of less than a thousand it makes no sense

05:29
So what I’d rather like you to think about is that the world works in spirals, the world works in seasons, the world works in orbits. So I want you to think about momentum like this, about like spiraling upwards and that people have, we cannot control other people, people have free will to come in and out of our orbit in the same way that some of the people on this call here.

05:54
would have been on my email list, left my email list, joined a particular program, finished that particular program, started another program, finished. Like we have free will and when we respect other people for that and we give people choice and smart choice and make it easy for them, then it’s a hell of a lot more successful.

06:16
So what does momentum do? Like what is momentum? Momentum is, you know, I like to think about it as a wave. Momentum is exactly like a wave, slowly, slowly, slowly kind of gathers force. And then of course it needs to break and we take a break. So one of the kind of key fundamentals, I think I’m missing a picture here.

06:39
One of the key fundamentals is that all planning needs to start by plotting our holidays and our breaks. This is always how I’ve been teaching business planning for the last god knows how many years, 13 odd years that I’ve been training and coaching. I’ve been teaching all planning with you got to plot your holidays in first. Yeah.

07:03
And these pretty pictures, there is one missing on the right hand side of us in Portugal with my extended family, my sisters and my parents and my brothers-in-law and the cutie little nephews and nieces. I’m lucky enough to have a life that allows for this, but it didn’t happen by accident. It wasn’t just, it didn’t kind of come out fully formed, right? It started off as a bit of a mess.

07:32
But both myself and my partner have been working from home for many, many years. Seven, 10 years for me, 16 years for him. We had two babies under two. This one on the left is Charlie, the one on the right is Indy. And I made all the mistakes. So I want to kind of give you a little bit of a timeline if we don’t know each other that well. Seven, 10 years ago, I started off 2008.

08:01
as a digital agency. So I sold retainers. That’s how I created my consistent recurring income. I had marketing projects, which were lovely. That was the cherry on top. But I looked after clients month in, month out. I would service clients for years, the same clients for years. And every month they’d come back and I’d give them more marketing. And that was how I started. Then I thought, huh, let’s just complicate matters, shall we?

08:30
I was also looking for a reason to leave those cute little babies behind because it was all chaos all the time. We two partners working from home, massive mortgage, two babies under two. We were living the dream apparently, but it was chaos. This is when I started grouping up my clients. This is when I started creating some leverage in my service delivery.

08:56
I also started moving into business coaching at this time. So this is 13 years ago. And then five years ago, everything went online, everything in the space of a week, you remember that, in the space of a week, everything moved online. So for March 2020, I lost about $30,000 worth of work that I had in the calendar and had to kind

09:25
quickly move everything online and help all my clients do the same. this was a lot of work. Like if I did my time over 2020, you bet I would do things differently. 2020, 2021, I’ve never worked so hard in my life. I made great money, but I didn’t yet have enough leverage. So what happened next is creating more leverage in my marketing and visibility. And this is something that

09:53
I teach and I do and I continue to do is getting paid to build my audience. For 13 years now, I’m thinking was it 13 years? Yeah. It was the time that I started training, coaching courses, I started getting paid to build my audience. So this is one of the ways that you can create leverage. And then finally, the last part of this is creating leverage through systems.

10:22
So I am a non planner. Some of you may have been around long enough to remember the non planners business plan that we know in the chat. If you remember my non planners business plan, I am not a naturally organized person. I am not a natural planner, but I know how necessary it is. And I have seen a lot of clients turn this into progressive planning.

10:51
because it feels productive, right? So we’re gonna be talking about that. How much planning is too much planning? How much planning is not enough planning? I’ve been happily unemployable now 17 years, hopefully never to have a job ever again in my entire life. I can’t imagine having a job. can’t imagine having, know, not having a slow morning where, you know, I’m doing exercise in the lounge room, we’re drinking coffee together.

11:19
you know, we’re yelling at the kids to carry it along so we can take them to school. But there’s no urgency to kind of get out the door, get on public transport, schlep into the office. You know, I can’t remember doing that it’s been so long.

11:37
I equip and empower owners with training and coaching to grow their business their way. I’m not a one trick pony taking my way on the highway. It has to be done like this. You must do it like this. You’d be an absolute fool if you didn’t do it like this. But I am absolutely definitely in this scenario teaching the momentum effect. So hopefully you’re here because you’re ready to earn more by creating more leverage, right?

12:06
time. The ultimate luxury right? We want time. We don’t just want to be like constantly on the go. Constantly thinking thinking thinking. Constantly like you know at the desk at the at the keyboard. Number two you’re right for change. So you’re sick of doing what you’re doing. I think it’s really important to recognise this because none of those things that happened none of those big changes that I made happened because everything was going swimmingly.

12:34
not by a long shot. They happen because I got mad as hell and I thought I’m not going to take this anymore. I’m sick of this. I’m sick of working on Christmas Eve. I am sick of waiting to be paid. I am sick of having clients dangling an invoice over my head. Hey, just this one final thing. Just one final thing. Just this one final thing. Just this one final thing. It’s like you know I’m I was sick of all of that which is why

13:02
I did something brave and bold in those particular instances and made change happen. So this is a really important point because if you’re frustrated, if you’re pissed off, if you’re angry, if you’re annoyed, that is more productive than if you’re depressed. If you’re depressed, you’ve let that annoyance and that anger coagulate and start kind of attacking you rather than directing it outwards and making change.

13:30
So the third part is you’re curious about working with me. Hopefully you recognize that I’m going to be talking about what I’m selling and that you’re not going to be offended by that because hey, you’re here because I do sales and marketing. So it’d be pretty bloody weird, If I wasn’t actually selling, I’m not going to do anything weird though. I’m not going to demand your credit card details. It’s all good. And momentum doesn’t start for a while anyway.

13:59
But what we’re going to talk about is how to become a roller. And yes, that’s a totally made up word. I’m guessing what you want is more leverage, more capacity, more time as well as more money. Now, somebody said to me once that I never forgot it. She said, that sounds like a bit of a pipe dream, right? Like I know you say, you know, earn more, work less. You know, it sounds like a bit of a fallacy, right? And I’m like, no.

14:29
No, no, no, no, no, When I was working, you know, 50 hours a week on my business, in my business, on the tools, I was earning a third of what I’m earning now. And now I have a hell of a lot more leverage, a hell of a lot more capacity, a hell of a lot more time.

14:47
Number two, you want ideal clients to form a mutual admiration society with you. This one I think is important because you’re not just taking anyone’s money that comes along, right? Anyone that like looks eager and has cash or, you know, that looks like you could help them. Ideally, ideal clients and marketing to ideal clients means you’re actually pushing people away as well. And you’ll see, you’ll hear me say that throughout today. Like I’m going to

15:15
I’m not holding back here. I’m giving you my personality because it doesn’t make sense if you don’t like me to then work with me for a year. That’s a bit of a silly thing. And then number three is to feel engaged and excited about your marketing, messaging and community building. This one’s kind of crucial because if you’re not excited and engaged by it, then what’s the point? Like it’s not going to work.

15:42
You want to believe, not just believe what you’re saying, of course you want to believe what you’re saying. That should be like bare essentials. But you actually want to feel excited by what you’re selling, excited by what you’re saying, excited by the community that you build in real relationships with real people on the internet. It just so happens they live in Canada or they live in Perth and you live in Brisbane or whatever.

16:10
So some of the most compelling, sorry, some of the most common ways that we repel clients, we talked about this throughout this week, is having no clear direct defined offers. It’s not obvious what you’re selling. You’ve got open-ended services for open-ended prices. Nothing is defined. Nothing is clear. You’re not making any direct calls to actually, you’re like, work with me, get in touch, send me an email, but you’re not selling an offer.

16:39
Yeah, you don’t have a launch, you don’t have a kind of a beginning and end. It’s not clear or easy to see a one, two, three process that makes people nervous. Yeah, because they’re like, Oh, I don’t want to work too hard. want her to make my life easier. I don’t want to hire her and then have to like work harder. Because she’s disorganized. She has no process. She has no clear 123.

17:06
You’re not asking for money upfront. You’re not asking for commitment from people. This is kind of a big thing. And I’ve talked about this extensively throughout this week in scalable, stackable, recurring revenue is if you’re not asking for commitment from clients, they’re not going to give you commitment. This is an ongoing tussle between commitment and convenience. Clients want everything at their convenience. Business owners need the commitment. We need the commitment, not just for the cash, not just for the

17:36
the recurring cash and the stability, the nervous system, you know, finally exhaling because you know you’re starting the month with 10,000, 20,000 locked in. But more importantly, you can’t have a big impact on people if they’re cluttering in and out of your world. If they’re having a little tip into this, a little tip into that, a little taster of this, half a sentence here, half a sentence there. Like it’s not a big impact, right? And you know it.

18:07
You’re not actually kind of having a big impact through your work.

18:13
The fourth one, this one and this one is, we’re gonna be talking about this in a lot more detail, is you are not walking your talk. I get hired by a lot of marketers who aren’t doing their own marketing. I get hired by a lot of business coaches who don’t give me testimonials and they’re not giving themselves time to actually develop their own thinking, to develop their own frameworks.

18:42
to develop their own special way of doing things to set aside time for business development, to walk their talk. The last part is your energy is wavering. And this is a big one as well. Is you can feel energy through the screen. I don’t care if we’re in a webinar right now, we’re in a Zoom room, we’re on Instagram, we’re on LinkedIn, you’re reading an email, I’m reading an email. You can feel there’s still an energy exchange.

19:09
And if your energy is like, you know, nice to work with you. Oh, blah, blah, blah, blah, blah. We can feel that when it, when it feels like you’re not really believing what you’re saying, we can feel that. Yeah. You’ve had that experience before you looked at somebody and you’re like, you just don’t look credible. don’t believe you. So this part’s critical and we’re going to talk about it.

19:36
So consistent cash flow. Here are some of the most common ways that you can get that cash flow as a service professional. Number one, retainers. talked about this is the very first business model that I had. Payment plans is the second. So this is like you’ve got to set the project with a fee and you also offer a payment plan. So it can break a larger chunk of cash into smaller chunks.

20:03
For some of my clients who are like selling packages that are 30,000, 60,000, $80,000, this can make a massive difference because I’ve had people, I’ve seen multiple business owners go out of business because they don’t have that cash flow. They’ve got $60,000 owing, they’ve got a single client and sometimes they’re big, like they’re government clients, they’re corporate clients, they’re not like…

20:30
They will get paid, but they cannot afford to wait to be paid. And so therefore they have to kind of, you know, go out of business. Unfortunately, they have to go out of business.

20:45
Um, the third one, is the one I like less is memberships and subscriptions. A lot of business owners make this mistake of thinking, oh, this will be easy because it’ll be a lower price. It’ll be, you know, $50. It’ll be $20. It’s affordable. Surely people can, you know, but they fail to do the maths and they fail to recognise that they don’t have the numbers. If you don’t have like 5,000, 10,000 email subscribers.

21:15
It makes no sense to sell a $10 or $50 a month membership, right? Like that’s a lot of members you’re to need and it’s very expensive to get those numbers in order to sell something cheaply. The fourth one is scheduled smart promotions throughout the year. This is what we do with the momentum effect. And the fifth is diversifying your income stream. So the kids, the cool kids are calling this portfolio careers.

21:43
but it’s just a fancy way of saying what we’ve always done as business owners, which is to have a diversity of income streams. So you’re not just a one-trick pony with only selling this thing because something like COVID happens and then all of a sudden you’re kind of stuffed. So you wanna have an offerings ecosystem, ideally with multiple things going on and revenue streams where, you know,

22:11
You’re lowering your risk overall and you’re increasing the likelihood of that high recurring revenue every single month.

22:23
So it’s really important you model the behavior that you want in other people. We talked about commitment and consistency. We talked about commitment and convenience. If you want commitment from clients, you’ve got to be that unwavering person, right? You’ve got to be that committed person. You’ve got to be somebody that’s trustworthy and somebody that’s credible and somebody that turns up. When they say they’re going to turn up, you need to show people, and this goes…

22:51
This is true of boundaries as well. You need to model those boundaries for clients if clients are gonna actually respect those boundaries. And you are really the determining factor in your success. I don’t know how else to say this. We can talk about privilege, yes. We can talk about some people have more privilege than others, of course. But there are still plenty of people out there. Maybe you know some of them.

23:21
who have all of the talent, all of the opportunities and fail to do much with it. And you also probably know some people, probably very impressive people, people that you’re impressed by because they’ve got setbacks, right? They’ve got hindrances. They’ve got more hindrances and more setbacks and more things going against them. And despite this, they still make a great success of themselves. So I want to introduce Josh.

23:51
Josh is from Patch Agency. He is a digital marketing agency owner in Brisbane. He says, I’ve been working with Brook for the past 12 months. Absolute pleasure. And since working with her, my company revenue has over doubled. She’s not only helped me grow my digital agency, she has worked with me on developing my business and leadership skills, which have allowed me to have the work-life balance I needed.

24:18
So I want to talk a little bit about the current state of play because everything changes all of the time. And one of the most risky things that you can do right now is to play it safe. Because the age of information is now the age of saturation. And to bring another kind of wacky analogy in, we’re in a trust recession.

24:46
What does that mean? That means that we now have AI videos, we now have AI audios, we now have AI influences. We were already interacting with bots in social media comments, but now we’ve got AI influences, which are completely fake. They are not a person. So what’s happening with trust? It’s going down, down, down, down, down. So what are you going to do about it? You’re going to retreat.

25:16
and wait, wait, wait, wait, wait and worry, or are going to actually step up and change things?

25:24
So momentum is about embracing business as an adventure. Yeah, this is not an easy path we choose and it’s definitely not a path for everyone. Within five minutes of meeting somebody I can normally tell, I ran for many, many years how to start a business courses in vocational colleges and training places throughout Australia. I was a teacher trainer on their behalf. And within five minutes I could tell,

25:54
Yeah. There’s a woman whose book launched I’m going to next week. I haven’t seen her in a couple of years. I’m looking forward to seeing her here in Sydney. She came to one of my community college courses and within five minutes I could tell, was like, this woman is absolutely definitely starting a business. Yeah. I can tell that she had that thing. It’s not expertise. It’s not experience. It’s not qualifications. It’s that sense of adventure. It’s that sense of resilience. It’s that sense of enthusiasm.

26:24
It’s that sense of energy. Yeah. Cause you can, that’s easy ways to make money. You can stack shelves in more words. That’s an easier way to make money. So momentum is turning decision-making into a dance. This is super important. So many of us are the bottleneck in our own growth because every single decision to make is labored and overthought and overwrought and research to win an inch of its life. This is bizarre.

26:54
Decision making should be fun. It should be an art. It should be a dance. Pow, pow, pow, pow, like that.

27:03
Momentum is really an attitude of experimentation. So trying different things, having fun, opening more conversations in more rooms and picking the right experiment for your purpose, making sure that the experiment fits the goal and it works to your strengths. It’s also about making the most out of what you’ve got. So working to your strengths and working to your hindrances and constrictions.

27:32
Whether you’re renovating your house, your kids are constantly around, you’ve got limited hours, you’ve got a side job, not a side business, a side job, whatever’s going on that you’re making the most with what you’ve got. Because that’s all we can do, right? We can’t do impossible things. We can do what we can do within the strengths and within the restrictions that we have.

28:02
So this is Faith. I worked with Faith very, very recently and she says, was at the point in my business where I needed to separate out my earnings from my hours. There was no better person to help me than Brook. Less than a month after, I’ve already booked two new clients with my new offerings, increasing my monthly income by over 30%. I cannot recommend Brook enough.

28:29
What a joy. Faith is very very energetic. Very talented as well. So, Momentum Mastermind, I talked about this yesterday. I sent a mass email to my whole list to let everybody know. It is going to be so exciting. This is not something that I figured out yesterday. This is something I’ve been doing for about ten or so years now.

28:55
but it’s not until recently that I’ve refined the system to get as, to make it as easy as possible for people to follow. And when I say follow, what I mean is with guidance, with strategy, working to your strengths and unfair advantages, you know what you’re doing, you make a decision.

29:18
And then you’ve got a really easy checklist. You’ve got a really easy system telling you what needs to be done in the order. And you can do the minimum, can do the maximum. I always suggest starting with the minimum. Yeah. So this is set up for you and that will be done in either Notion or Asana as well as Google Drive. So if you don’t have Notion set up or you don’t have Asana set up, maybe you’ve got one of them already.

29:47
or maybe you’re not sure which one you should pick, then one of my team members will do that for you and make it easy and show you exactly what’s what.

29:58
It also means that every single Monday we’re kicking off with that kind of like focus. I think it’s super important. I was speaking with a client recently and she was like on Mondays for my family and for life admin and for catching up on stuff and I’m like no please please please please. Now if you work on weekends because you run a yoga studio or you run a Pilates studio yes I can understand that. That makes sense for sure. But

30:27
Mondays, Mondays are magical. Mondays are magical. So we want to make them sacrosanct. We want to them fun. We want to make them selfish. We want to make them focused on getting that momentum started after the weekend. We’re going to have weekly office hours where you can ask me anything, where you can get any question addressed. We’re going to have monthly toxic coaching calls. And this is when I can.

30:56
Understand quickly and easily what you need and help you get clarity really quickly. I’ve been doing this for 13 years. I’ve worked with God knows how many business owners. And one of the things that I’m great at is getting to the heart of the matter quickly and taking a whole bunch of blah and creating clarity and an action plan. One, two, three, really simple, really easy for me.

31:27
We’re going to have monthly get it done co-working sessions. So these happen online. These are magic. I don’t know why or how they work so well, but they do. We’re going to be talking about business progress tracking. So I am incentivizing people for this as a business coach. I’m only as good as I can motivate you to get shit done. Yeah. I can give you the best advice in the world, but if you’re not enacting it, what’s the point? So I’m going to incentivize you.

31:57
to get shit done and not like back room stuff that is not going to move the needle, the front, the creating out loud, the launching the stuff, the doing of the stuff, the actual business marketing stuff, not the back room stuff where you kind of convince yourself it’s important, but it’s really not. And then finally, and perhaps most exciting,

32:21
We’re going to get together every single course, not just online, but face to face. If you are in Sydney or you were willing to get yourself to Sydney, we’re getting together every single quarter for a full day of sprint planning. And this is what momentum is built on this sprint break, sprint break, sprint break, sprint break. So $4,000 is the investment.

32:48
Or you can pay it off over a six month period, $750 a month. Now is always the best time. If you’ve worked with me before, if you’ve been around these digital halls a while, you will know that the first time I do something is always the best price. My prices go up, my prices do not come down. This is what I would recommend for you too. Prices go up, we don’t discount.

33:17
So the first five people also get a fast acting bonus and that’s two weeks one-to-one with me to nut out phase one of your offerings ecosystem. And I say phase one because it’s a bit silly to imagine we’re gonna kind of go from this business model to that business model. There’s probably gonna be a few phases and of course that’s what momentum is, right? It’s that circling, that evolution, that orbit.

33:46
that progress rather than you know I’m just gonna go from zero to a million type thing. So this can start today if you like. This is asynchronous. I was trying to practice before. I was trying to practice so wouldn’t garble that word again. Asynchronous which means we’re either in WhatsApp or we are in Telegram or we are in Instagram.

34:15
going back and forth, figuring out offerings ecosystem. And I’m going to give you a tool to help you with that as well. The transformation also starts like people pay me and oftentimes they send me a message straight away and they’re like, I’m excited. They’ll fill out an application for my audacious mastermind for example, and say, I’m excited. Yeah, I’m so excited.

34:39
Because this is the moment of transformation. The moment of transformation is when you make a decision and you do the thing. You take a step. This is when your identity changes. I remember very well when I’ve kind of invested in other people’s programs, other people’s coaching. It’s like this nervous, excited feeling because I can feel that my identity has shifted. I’m the kind of person who, and this is true, I’m the kind of person who invests in coaching.

35:08
Why wouldn’t I invest in coaching? I’m a coach. I believe in the value of coaching. Of course I believe in the value of coaching. So of course I have a coach. I have my own coach. The third point is that we’ve got a max of 15 people in the first round because the first price is always the best price, but also onboarding is involved. There’s going to be like, takes time to get people on boarded.

35:35
set you up with the system to get you on motion or on Asana to get you access to everything and then to kick off in August. So we don’t start until August. So first round of this we’ve got fifteen people max. Yeah? Um the other thing too is that these quarterly emergence of face to face and if you come into Sydney let’s lock it in. Like let’s get this date in your diary now.

36:02
Because we want to know what’s coming up, right? We want to look forward to it. I heard some research that said, you know, the anticipation of certain good things that you’ve got in your calendar is half the fun, right? It’s like you look at the stuff and you’re like, yes, I’m to have a whole day to focus on my business.

36:22
So, oh, I think I’ve got a double up of that. Apologies. All right, let’s kick off into the four different levers, because I want to talk a little bit more depth and detail as to what momentum actually is and how it works. So, oh, that’s not showing, that’s weird. Scalable, stackable, recurring revenue in your offerings ecosystem. So this is stacking your cash. This is stacking your offerings. So people that work with me inside of Audacious Mastermind,

36:52
get access to momentum. They get access to Ignite, which is my six-week accelerator. They get access to my complete body of on-demand trainings. This is what a stackable offer is. It’s like a bushkadol, right? And so you can have things then that are one, two, three, four, for example.

37:16
and it makes things super super easy for you and it makes things super enjoyable for your clients and it means that you can stack your cash month after month after month. Second marketing momentum. how do we take browsers to binges to buyers? How do we make ourselves like Netflix on the internet so that when people come into our world

37:45
binging everything right? They just can’t stop. They’re like yes I like this and I like this and I like this and they want they they want your body of work. They want to see what you’re capable of. They want to consume your expertise because if you’re selling services you’re selling promises and people can’t know that you’re awesome if you don’t show your thinking. If you don’t show what you do.

38:13
The third part is visibility and momentum. So there are slow ways of building momentum and there are building visibility and there are fast ways of building visibility. So what we’re focusing on inside of momentum is leveraging activities, leveraged activities that borrow other people’s audiences, sometimes in a paid capacity where you get paid upfront and then you’re also growing your email list.

38:37
At the same time, you’re also growing your social media. At the same time, you’re also gaining new opportunities and new paying clients. I’ve helped innumerable clients do this. I’m going to show you an example in a moment. And then finally, the operational momentum. So like I said, this was like the last piece in the puzzle. I’ve been doing the momentum effect. I’ve been using the momentum effect for 10 or so years now. But it wasn’t really until recently that I’ve

39:03
system that I got the operations happening with the help of AI partly so that I don’t kind of have a bright idea and then I go oh god that’s so much work I don’t want to do it because the first time I heard about this the first time I heard about this idea of like stacking events you know you run a webinar and then you have this and then you have that and then I was like oh god I need to lie down that sounds hard

39:33
Yeah, it is hard if you don’t have a system.

39:37
So Sonia is one of the people, one of the clients that I have helped to get paid to grow their audience and to get paid to find new paying clients. So a couple of the things that Sonia has done since we’ve been working together is she started grouping up her clients into courses. She started selling courses for the very first time and she started getting paid upfront.

40:07
before clients even kind of properly sign on with her. So go and check her out. She’s got a gorgeous Instagram. You can find her on Instagram. LimeSweety, there’s a Y at the end of her Instagram handle. She says, my business grew 30 % in 2024 while working with Brook. Brook is continually developing and expanding her thinking and what she offers. Because I’m so employed, right? I’m to keep myself amused. I don’t want to hear myself saying the same thing year in, year out.

40:37
Her marketing communication gets better and better as she truly walks her talk. Like I said, go and check out Sonia on Instagram. She’s got a stunning Instagram. She is a colorist and architectural colorist.

40:53
So one of the things that we do inside Momentum is we work to our strengths. I’m never going to tell you you need to put face on video if it fills you with fear and trepidation and that’s obvious and you’ve got no desire to do so. Yeah, I’m not going to be that kind of asshole that says oh you’ve got to do it this way if that isn’t your strength. This is a pointless undertaking for me and for you.

41:19
We want to figure out what are your strengths, what are your unfair advantages, and then we want to leverage those, right? This is how we work smartly. This is how we get far further, far faster.

41:33
Um, we are running a series of experiments. We are running a series of debriefs because you can’t just run an experiment without debriefing properly. So every experiment that we run has a debrief after there’s going to be a debrief after my scalable stackable recurring revenue and this particular webinar, because that’s how I roll. This is always how I roll. Yeah. I want to figure out what works, what didn’t work.

42:02
So can double down on what’s working and I can leave what doesn’t work or I can refine it and change it up.

42:12
Momentum is not a thorough perfect plan. If you consider yourself a perfectionist, if you consider yourself thorough and highly conscientious, probably best that you don’t join momentum. Yeah, because it will drive you insane and I’m not going to enjoy that either. So this is not about having the perfect plan. Yeah.

42:38
This is what’s holding so many business owners back. So many business owners are stuck in the trenches, working out the plan, doing the plan, procrastinating planning and calling it work. It’s not. It’s just a way of keeping yourself from doing the thing. So the nuances and the details matter. Of course they do. Yeah. Inside a big night visibility accelerator, which I’ve been running these last six weeks.

43:07
We’ve been really nitpicking messaging. We’ve been nitpicking details and words and phrases and ways to present things and talk about things and structure things and phrase things. Yes, these things matter. Of course they matter. I’ve been a professional communicator for over 20 years now. First in public relations, then in digital marketing. You know, I’ve spoken on stages. Of course these things matter.

43:31
But we don’t let them stop us. We don’t let that become the reason why we couldn’t possibly launch the thing. Yeah? Because we’ve got to get that real life feedback. And we can only get that real life feedback when we create our valve. This is our secret weapon. You know this already. I’m not telling you anything new here. There’s a reason why.

43:57
You follow certain people on Instagram. You follow certain people on TikTok. You watch certain YouTube videos. You subscribe to certain people’s email list. There’s a reason why. And that is these people are creating out loud. They’re not waiting for the PhD of perfection to be released. They’re not obsessed about only showing the polished end product.

44:26
this is the secret. This is the key difference that makes a massive massive impact. Not just on your um growth. But also on your visibility. Yeah. No more I know what I need to do but I’m just not doing it. If if this is what you’re you say to yourself and this is what you say to other people. This is where coaching comes in right? Because it’s not about like I need to

44:56
No more, you don’t need to know more. You’ve done the course, you’ve done the program, you’ve done the lesson, you know how stuff works, more or less in the online world. It’s not a lack of information. It’s not a lack of access to information. It’s that you haven’t done it yet. You haven’t created out loud. You’re still letting your fear be the driver.

45:18
So the lovely Shah, who I always think of in relation to COVID, because I worked with her, I’ve worked with her on and off over many, years. 2019, she started working with me and it was just before COVID. So she opened her studio in Budgerim in Sunshine Coast in Queensland, just before COVID. And we had to work pretty quickly to move the whole thing onto the internet.

45:48
She says, working with Brook really shifted my whole belief that you can earn great money doing something you love without needing to change who you are or what values you hold dear. So, Char keeps going from strength to strength. She’s now a coach. She still, of course, has the studio. She works with the NDIS. You know, she’s doing awesome things. Look her up if you’re in the Sunshine Coast. Tell her I said hi. Tell her I sent you.

46:19
Um oh there should be a photo here. How annoying. In this age of AI, it’s really really important that we become more human not less. Yeah. We use the tools for what they’re intended for but we don’t give our power away. And one of the key things is our creative thinking. Your creative thinking is the difference between you and the next competitor.

46:48
The way that you turn up your style, your jokes, your approach, your particular way in which you do what you do, your intuition, your hard-won expertise, this is the difference between you and Chet Chippity, you and your next competitor. We need to turn up the volume on the human. We need to learn how to not lose ourselves to the technology.

47:19
Because make no mistake, we’re at this information saturation point. We’re at the point where trust is really like in short supply. don’t like the internet has never been high in trust. It’s always been a low trust environment. It is far quicker to earn somebody’s trust when they’re opposite you in a room. You can smell their video. You can give them a hug. That’s easy. It’s much harder to do that on the internet. Yeah.

47:47
But this is affecting not just people buying, but it’s also affecting you, the business owner as well, right? Because what happens when AI is able to make great quantities of marketing, does that mean that we’re marketing faster? Does that mean that we’re marketing better? Does that mean that we’re actually, you know, making big bold moves? The short answer is no, absolutely not.

48:14
Because what we need in this age, when everything is easier and quicker and able to be done, but still not being done, is we need the discernment, right? We need to know whether or not it’s a good idea. We need to actually go, well, yeah, okay, I’ve got a marketing plan that, you know, AI just produced for me in moments. Great. But is it any good? Is this a great idea? I don’t know. You tell me.

48:44
We need to get better at making decisions because when we have too much information, you know this already, right? When you’ve got too many options, you’ve got too many doors open, everything’s flapping in the wind. You lose energy everywhere. The same goes for your clients, right? They can see you, but they can also see all the competition, all the other options, all the other things, all the other possible pathways to get them to the same place. So they’re not making decisions any better either.

49:12
That kind of commitment versus convenient thing, convenience, that kind of, that doesn’t go away. That becomes worse. We need clarity. We need to be clear and we need to recognise the summit decisions, clarity. did this on purpose. The sermon decisions, clarity speed. Why? Because clarity is inevitable when we take an action.

49:37
got it back to front. We think clarity first action second. First I get clear then I take the action. First I write the plan I get clear on the plan then I do the thing. I can think myself into clarity I can think myself out of clarity. It’s action where the clarity comes and I go great that worked that didn’t work that was good I love that bit that bit I didn’t love so much let’s do it again.

50:03
So clarity comes after decisions, comes after action and then speed, right? Because all of this access, all of this ability, all of this hugely powerful technology can make us faster if we’re using it correctly, right? Like if we’re not letting ourselves get stopped by, oh, I need to spend nine months training up a tool, a chat tool.

50:33
giving it all my IP so that I can then, you know, sell it. Nine months later, what happens? Well, a whole bunch of other things are on the market. So these are all kind of essential, right? These are all necessary in this age of AI.

50:51
So I really love this quote from Tina Fey. She said, can’t be that kid standing at the top of the water slide overthinking it. You have to go down the chute. You can’t just, you know, and this is so true. The amount of business owners I’m standing at the top and I’m going, come on, you’ve done all the things you planned all the things you did, it’s ready to go. And they’re like, you’ve got to.

51:18
If it’s something scaring you, right? Like you’ve gotta just kind of turn off your brain. You’ve done all the prep. You’ve gotta trust yourself. This is what we need and this is what we do when we work together. I’m not undermining your self trust. I’m encouraging you and reminding you to deepen that. This is really important. You are in charge of you. It’s you and your business. You don’t want to outsource your power to me. I don’t want it.

51:50
So Michaela, another fabulous client from Matt’s Teacher Circle, she says, Brook is a phenomenal coach, the kind of person who takes the time to really understand your business and offer targeted and thoughtful advice, not just tell you what to do. I’ve had numerous other mentors and coaches who say that they want to tell you rather than saying what they believe is worth your while. My experience with Brook was completely different. As a business owner,

52:18
I now feel confident in the decisions I’m making, the systems I have set up and the possible actions I can take to reach my ambitious goals. And this is a completely online business that Michaela runs and she groups up her clients. She has leverage in a business.

52:40
So I’m really excited about this for innumerable reasons, not least of which is that it’s one whole year together. This is one whole year of support. This is one whole year of accountability. This is one whole year of taking action. This is one whole year of experiments and debriefs. This is one whole year of quarterly sprint planning. This is one whole year of becoming a roller.

53:10
Yes, a totally made up word. How to create that massive momentum and know that you can dial it up and dial it down anytime you like. Yeah, because I’ve got the next two holidays booked. I like to have at least one booked at any one time. I’ve got holidays booked multiple weeks away from my business. And so I can dial things up. I can dial things down. I can use automation and smart technology to schedule things.

53:39
that I’m not always kind of work work work work work work. This is not some justification for working. All day every day. Oh my pitch is not there. So momentum is not talking and more talking. It is not lots of lessons to feel guilty about not completing. We do not have a curriculum of lessons. So if that makes you nervous then it’s not for you. This is for people who’ve got the courses already. They’ve done the lessons already. They know the fundamentals already.

54:09
Yeah, I’m going to help you implement it. This is the next step beyond that. Let’s get it done. So it is not overthinking, over planning and overwhelm. You will always know your next best step to take. And it’s not me telling you what to do. It is you in charge. You’re in the driver’s seat. It’s your business. This is for mature, consenting, grown ups.

54:34
It is not for people looking for strong arm leaders to boss them around and tell them what to do. But if you come to me and you go, Oh God, I’ve got all these options. I don’t know what to do. I can definitely help bring clarity and bring a really clear one, two, three action plan.

54:52
So again, the system is set up for you. We kick off every Monday. We’ve got our weekly office hours where can ask me anything. We’ve got monthly live hot seat coaching calls. We’re limited in spots. Yeah, I need to make sure that this works properly before I dial it up. We’ve got monthly get it done co-working sessions.

55:16
And we’ve got unlockable prices for the progress that you make in your business. Yeah. And this is a great incentive to keep you, you know, doing stuff. I find it very motivating knowing that I’m competing against myself. I’m trying to outdo my personal best. I’m trying to see what I’m capable of and I’m tracking the metrics. And of course I’m rewarding myself.

55:43
And then finally, we’ve got those quarterly sprint planning immersions that are both face to face and online. So if you can’t travel to Sydney, that’s totally fine. You can join us for a full day online. Or if you can travel to Sydney, you are in Sydney, you can join us in Sydney.

56:01
So now is always the best time. We’ve got that fast acting bonus for the first five people. We’ve got that transformation that begins the moment your payment goes through. That is really important. I think that’s super important that doesn’t get talked about nearly enough. You make a decision, you book the ticket, you book the thing, you buy the thing, you take the step. What a glorious feeling that is.

56:29
that reinforces the progress, reinforces your future identity that you’re growing into. We’ve got a max of 15 people in this first round. And like I said before, my price goes up, it doesn’t go down. My prices always go up, they don’t go down. I recommend the same for you. I’m bored, things gonna take a while. We don’t kick off until August.

56:52
So if you feel like you need to get metaphorical ducks in a metaphorical line, you’ve got all of July to do that before we kick off together on August 1. Yeah, I just got a coffee brought to me. And finally, we get to plot our year together. So we’ve got those quarterly immersions to really get stuck in and to set ourselves a quarterly goal, a quarterly sprint goal.

57:20
My pictures are missing. That’s so annoying. So that’s my final point. I’d really like to thank you for your time and your attention.