How To Market Your Services Correctly in 2026

What successful people do is they spend money to save time. Unsuccessful people spend time to save money. You are all focusing on people who have a lot of free time. That's the problem. Most important business lessons I've learned from my coach. When you hit this level, you think you're at the top of the mountain. You're actually just the bottom of the next mountain. From doing this, I started to learn and figure out how to do brand strategy. And then my price just went through the roof. Most of you don't know how to write or create content or create offers cuz this is blurry. I don't know who I'm talking to. And if you stick with me for the rest of this, not only will I teach you how to make money, you'll do this in the most painless, easy way possible. And if you learn how to do it, you can charge a lot of money, too, for other people.

I got to tell you something. The reason why I want to start here is learning this process changed the game for me. It really changed the game because we think we're designing for someone, but we're not really doing it for anyone. So the way I like to do customer profiles is to really go deep, understand not just the demographics, which most people stop at, but psychoraphics like the way they think, they feel, their values and belief systems. When you do this the way I'm about to teach you to do it right now, it's going to unlock so many things in your mind about what other services you can provide, how you can communicate to them to relate to them better. And for me, it was just a creative springboard. From doing this, I started to learn and figure out how to do brand strategy. And that was just everything and then my prices just went through the roof. So would you like to learn how to do this? So what we need to do is try to figure

out who your best client is. Right? So we're going to build it for this for your best client and then you're going to see all of a sudden things that you can do, the way you can market and speak to them, brand so you become very attracted to this type of person. Right? So usually what people will do is they'll ask me, "Well, what is my ideal client? " Here's what we do. How many people have clients here? raise your hand cuz there's a lot of in-house people. Okay, so now we know the session has begun because the entrepreneurs have showed up because I talked to one in-house person after I'm like oh my god it's all in in-house people. All right. So, what I want you to do is think about the last 10 clients or projects you've worked on, which ones gave you the most joy. Like, just think about like, oh my god, if I could just do one more project like that, I'm going to be so h I would paid that person to do the work. That's how happy I was. Number two, was it financially good for you? Did you make money on that? Right? Are you aligned also in their mission? So, creatively really cool, cool people. I made a lot of money. That's a trifecta. So, just scan through your mind the last 10 clients or projects you worked on. You're like, "God, if I could just get more of them, life would be so, so good. " And you're going to remember this moment because we're going to design it for you. Okay? Remember, they have to have money. Some of you like to target broke people and you're like, "Well, they can't afford me. " I'm like, "I wonder why. " Cuz they broke is why. So, don't pick someone who's broke. They got to be able to afford you. Actually, afford a lot of you because you want to keep charging more. Yes. So, one thing that we have to do is we have to find someone who's hungry or starving for what it is that we do and would be happy to give us the money so that we can help them. Do you know who the Hermosis are? Alex and Leila Hermoszi. I lost track of how much money they spend for the two of them. They're both entrepreneurs. Since you don't know them, what do you imagine they pay their media teams on a monthly basis? What do you think their monthly budget is? What would you say? — You talking about their monthly budget? — Yeah, monthly budget for for both of them. — What do you think it is? I'm pretty sure it's a lot higher than what I'm charging. — Well, I Who cares about you right now? What do you think they're paying? — Um, let's say probably up to a,000. I say that. — A,000. Okay, good. Does I mean, does anybody here know? — 200 grand. So, between a,000 to 200,000. I saw Alex a couple years ago. He went up on stage and he goes, I spend $50,000 a month myself. — Okay. — And then with my wife, it's 100k. And then I heard there was like a 100k each now. And it's just it keeps going up cuz they've realized something. the more they spend on their content, the bigger their business gets, the bigger the opportunities. And basically, from the content that they generate, they get so many qualified leads, they don't know what to do with themselves. So, you're busy talking to the choreographers of the world when they don't see the value in what you do, right? — So, it's like you trying to attract a person that's not attracted to you, it's kind of a dead chase. — Sorry, I have a question. — Yeah. Do you wait for these clients to find you or do you go chase them? — No. You design this person and then you become so attracted to this person. I don't know about you. My brother told me this dating advice when I was a little dude. He goes, "You know who is it that you would be most attracted to? Sit down there and write on a piece of paper the ideal person for you. " You did that and then you forgot about it. And this is what you do. This is what how we design our ideal partner, business partner, right? All right. So, with your interior designer, same problem. If they were doing four, five, $10 million homes, the interior designer would get so much and then they would hire you. It just works that way. Does everybody understand this concept? So, what's the problem? Why are we just looking for broke clients? Why do we do that to ourselves? Is it like looking in a mirror? I see you. What's happening, guys? Why do we want to work with people who cannot afford to pay us? Okay, so what Gabby is saying, we like to work with people that we feel are aligned with us in terms of taste, creativity, but those same people don't have money. Cuz you know why? Cuz we we're just aligned. We're perfectly aligned. So what are we going to do? Chicken and egg. — In addition to that, I like to help small businesses and help them grow so that they can have like the business that they really want.

— I love that. Okay. How you all are good-natured, creative human beings who want to better the world. Yes, most of you. Some of you just want the money. Talk to me later. Okay, that's fine. So, those of you that want to help people transform their business, what happens when they transform their business? When you take them from 1x to 5x because of some of the contributions you made, clearly they don't run a business. What happens to your relationship? — Well, hopefully it keeps going. — Do they pay you? Do they pay you 5x more for 5x more years? Has anybody ever had that happen? Oh, see. Okay. You have for real? All right. Give him the mic cuz I'm going to question you now. All right. I'm a hostile witness. Let's go. — I had a pharmaceutical company startup. It was a startup that — um we did a 3D animation for and we did it for Peanuts. — What's Peanuts? Let's get real. — Uh Peanuts is $3,000. — Okay, that's Peanuts. Go on. — Yeah. — And then they blew up. And so they grew up. Uh we actually grew up and we actually got a little bit disconnected as they were doing some things in house, but as they came back, we were able to bid much bigger projects. 40 grand. — Okay. — Um 10 grand a month. — Okay. That relatively is a lot more. So you're talking about 10x plus. — Yeah. Okay. Here's been this has been my experience. You can just hold on the mic for a sec. Okay. My experience has been this. You know, like uh when you're first dating your high school sweetheart and then you guys went to the big city and you went separate ways. All of a sudden she got a big job or he got a big job. You you're not the same to them anymore. They want they trade up. Most people just trade up. So what'll happen is and this is really sad. Not always true. Like if I was in competition with you and I work at a much higher level when they have the money like we want to work with Chris and his team. They're awardw winning. Look at who they worked with. And most times they just leave you in the dust. And you would do the same. You know how you accepted this low-level intern and then you got real big? They don't have the skills to grow with you. Not everyone is capable of going to the next level. This is what one of the most important business lessons I've learned from my coach. There are tears. You don't know it cuz it's all invisible to you. When you hit this level, you think you're at the top of the mountain. You're actually just the bottom of the next mountain. Okay? So, when we would win $100,000 jobs, we could not win $200,000 jobs. When we win $200,000 jobs, I could not win $400,000 jobs because they're very different animals, different levels of competition. And then you get to the million- dollar range, it becomes cutthroat at that level cuz everyone is world class. You've read them in your design books. They're winning all the awards. That's who you're competing with. Now, — I have a client uh also my friend. — Well, it's not starting strong. — Go ahead. Keep going. — Uh he runs about six or seven businesses. I'm not sure exactly. — Okay. Um I'm estimating he does about 1 2 million a year — from six to seven businesses. — Yeah. Some of them are like passion projects, — he has so he has a coffee uh he roasts coffee, bags it, sells it, distributes it, does all that. — Okay. — Um that's his bread and butter. And then he has construction. Yes. Those are his two bread and butter. — Yes. Here's the problem with your friend's business. I'm sure he's doing fine. If you just take six and you take 1. 2, each business on average is about dude 200k. Each one of them is a hobby lifestyle business. I all respect your friend. I don't consider him an entrepreneur. He's doing too many weird things. Why don't you just focus in on the one business is making all the money and just get rid of the other ones? — I'll tell him that. — Please tell him that and then if it works for him, tell him send me some money. You guys need to I need to change

your mind. 200K is not a lot of money for your client. You all understand that? 200K because they're only going to spend some percentage of that on you. So now what do you have left? Now, as a rule of thumb, most companies spend about 10% on marketing annually. So, their annual budget for marketing, including people, is 20K. And you're not going to take their whole budget. So, you're going to take a tenth of their budget, which would be 2K. Is that roughly the size of your project? It's about 2K. That's the problem. You see, this is how it works. Just math doesn't lie. This is it. This is the problem. So, we need somebody here who knows their client, who's doing decent numbers that they would be able to afford people like you, and happy to pay you. That's a criteria here for an ideal customer profile. — All right. Who's your customer? — Um, — what do you do first of all? — We make beautiful living spaces by selling tile and furniture online. — Visual designer. Okay, I got you. Okay. Who's your ideal customer? — I would say like one person. Yes. uh like a guy who runs Marriott. — Okay. What is his title? — He's probably in charge of building de property development. So his title would be like business oper uh business ops or like property developer director or somebody at a high level. — Business ops director. Okay. Uh roughly how old are they? — 45. Okay. Married? — They're married. — Children? — They have at least two kids. — Two kids. How old? — Uh probably like eight and 14. — I like that. So, if you said 36, like the math don't work, right? That's good. Where else might they have a home? — Uh, they probably have a condo up in um New York City. — Okay. — They probably hang out in Aspen. All the rich people hang out in Aspen, Colorado. — That's why I'm not in Aspen. Okay, this is perfect. Uh, what did they study in school? — Uh, probably business administration and marketing. — This is the easiest part. — Yeah, easiest part. Can you guys start to can you sort of envision a 45-year-old man who's mar first marriage, second marriage, divorce? What? — Um, usually probably it's better if it's his first marriage because then he has better integrity. — Okay. Or can get out of it. That's fine. Okay. First marriage. This is all good. Okay. — And stability. More stability, too. — So, the next part is a little bit harder. Okay. Now, every step that we do is predicated on the first part being right. So when I do this for clients, I kind of like do the like little logic check. Does the logic logic? If it doesn't, we got to fix something. — There's a logic to you. Okay. How much income does this person make? — Uh let's say from the company, he they probably make about between, — let's just say, 400,000 plus bonuses. — Okay. When you understand the kind of crap they've had to deal with, — you hate them a little less. — Mhm. So this is why it's really important to build a really good profile because we develop empathy for them. My god, I just walked in the door. I'm a trustworthy person. I would never underpro or overpromise and underdel. But every other person has been in front of Ron has done that to him. Can you understand? So I'm going to be extra sensitive about this so that they understand I'm not here just to get money from you. Most of you don't know how to write or create content or create offers [snorts] cuz this is blurry. I don't know who I'm talking to. How many times do we have to get each one of you to kneel into one person? Even Greg was trying to change the profile on me. But here's something real interesting.

When we gave him a name, he started to stick to it. This is the power of being hyperfocused in serving a specific type of client. So, would you rather for the rest of your life chase people who are barely scratching at this or get three or four of these types of clients? you would have more business than you know what to do with. I think we often want to rush into the work as well and not really like dig deep dig deep. — Speaking truth — because it makes us feel uncomfortable and we know from I guess a lot of practice. Well, at least we do the work, we have something to show for at the end of the day. But when you do a lot of the thinking work, you're like, well, what did I just come up with? But I'll tell you something right now. There's that expression. I will measure a hundred times before I cut one piece of wood. This is the measuring part. You guys are busy chopping down trees. You're killing earth. Yeah, that's what you're doing. You just chop away. You don't know what you're looking for. When I've done this for clients, they have that same expression. I've never felt so seen. I've never felt like I've understood our clients before. How'd you do that? Or they'll say something like, you've done in 30 minutes what we've been unable to do in the last year. That's a real statement that somebody has told me. Your value in their mind has gone through the roof. Now, when you see the bill, you'll understand why. Yeah, this I don't know this person, but I know enough people like this that once I get enough information, I can build the rest of the profile. And all of you can do that, too, because you have this beautiful thing. No matter what discipline you're in, you have this thing called imagination. Yeah. Once we have enough, we can project forward.

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