Anthony John Amyx

I chat with about business coach Anthony John Amyx about the 4 steps to add 6 figures to your online business, and the secret to recurring sales.

AJ started as a professional musician before becoming a sought after business coach. He is a Life and Business Advisor for top experts and online entrepreneurs.

AJ has been featured on CNN, BusinessInsider, and CreativeLive to name a few, and Hubspot has named him as one of the Top 10 Business Coaches for the past two years running.

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"The shift piece is all about the Being. Shifting your identity, shifting your concept of self. Because the reality is we will never ever outwork our conception of ourselves."

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Topics Discussed In This Episode:

  • How AJ went from being a guitarist in a band to business coaching
  • Some of the toughest challenges in the early years of his business
  • What AJ is doing to sell his high-ticket offers (learn his lead generation and nurture process!)
  • AJ's 4 step process to adding 6 figures to our online business
  • His tips on getting recurring sales that you might not be conscious of (hint: it's in the money)

Resources Discussed In This Episode:

On today’s episode, my guest is a Life and Business Advisor for top experts and online entrepreneurs. He has been featured on CNN, BusinessInsider, and CreativeLive to name a few. Hubspot has named him as one of the Top 10 Business Coaches for the past two years running. We’re gonna talk about the 4 steps to add 6 figures to your online business, but we’re also gonna talk about the journey that my guest took to get from being a professional musician to being a sought after coach. Here’s my guest, Anthony John Amyx. AJ, welcome to the show.

Thanks so much. I'm excited to be here. It's gonna be fun to share.

Yeah, man. AJ, let's talk about your entrepreneurial story. So before being an entrepreneur, you were actually a professional musician. So how did you go from playing a guitar to business coaching?

It sounds kind of crazy. Like it's a big transition, but it's interesting. Some of the top most influential people that I know in the marketing space actually were musicians,
believe it or not. It's really fascinating that there's quite a bit of, it's like 10 pages. One of them, a good friend, Jonathan Heston's and other ones. And I met several others at an event with James Wedmore and Jill and Josh of screw the nine to five.

So how did I make the transition? Well, in the game of music, like there's music business, it's like you still have to market the band. You have to negotiate with record labels. You have to figure out the tour logistics. You have to figure out the brand, you've got to figure out what are you going to wear on stage? Which just sounds, sounds crazy, but it actually plays into the game and actually helps you sell records.

So I did all of that. So yes, it helped us write songs. There was two other guys that were better songwriters than me. I don't even consider myself very good musician. I just work ridiculously hard. And I know how to flip a little performance, switch in my brain and then look back at my films and then learn and get better and better and better and know how to lead a group of guys.

So it kinda worked in my favor. So when that came crashing down, let's see, October 2009 was our last radio show. We had to record offers by then that we did not take, because we'd like the terms of the contract. So when that came crashing down, I was like, well, what do I do? I'll put together like a different group of guys or do I just want to do something completely differently?

And by that time in my life, I was completely kind of burned out on being married to four other dudes. And when it came to making money, It's stressful as fuck. I don't know how to say it any other way. It's fucking stressful because you don't just have like the interpersonal dynamics between the band mates.

You also have their wives and their girlfriends and managing all of this. It's fucking insane. God bless managers. God bless managers. And so I was like, no, I'm done. And at that time, this is 2009. I had been studying a little bit of like the internet marketing game. I was, at that time, I was watching Frank Kern.

Tim Ferriss had written the book four hour work week that I had consumed and read at that time. And so there was this thing within me that was percolating as like, I don't know how to do this whole lap type lifestyle thing. I even know what that looks like. It's very foreign from where I grew up, but I would like to do that.

And so I bought a course from Mike Keenan, 2011, I believe it's called social media marketing machines. And it was all about how to be a social media marketing manager. Now this was before everybody knew how to do this. I mean, this was like on the come up so I could see the wave coming, right. I'm not a surfer, but we'll just go with illustration.

I could see the wave coming. I was like, man, I gotta get ahead of this. I got a towel so I can catch and ride this wave. And thankfully I did, I made that decision. I bought a $3,000 course from my Canucks. I need to have $3,000 at the time. I think there was a finance plan for $500 a month for six months.

And I told myself, I will buy it in this course. I will do the work within it and I will make the payments or I'm just going to fucking kill myself in the process. And, um, I made it work. It worked. So I joined the course. I got the course and did the work and joined the chamber. I got my first client, like within joining the chamber is $24 a client.
I never looked back.

And so what happened is I then grew a social media marketing agency where I had 23, 22, 23 clients and recurring basis. And I was doing all the work. I was just like doing all of the work, all the managed myself. I didn't understand how to hire. I didn't understand how to build a team and understanding any of that stuff.

And so I totally burnt out and I burned that whole thing to the ground. And I hired my first mentor, 2012. And again, it's like, dude, have you ever thought about teaching what you do? And I was like, brilliant. I'd love to do that. It was what was percolating within me 2009, 2000. I just kind of took a little detour to understand the marketing game a little bit.

So I started teaching and hosting classes and that's where I kind of transitioned into a trainer and slash coach. But looking back, it was definitely more training. I was like teaching people how to do marketing. Didn't have the skill set that I have today. So I'll just say as a trainer. So then we fast forward a little bit longer.

We're in the journey 2014, 2015. And I started seeing and feeling like, Hey, we can give people marketing and mechanics and tools and strategies. One group of people gets results. Another group of people don't get results. Why is there a discrepancy? And I like when people went, I don't like when people lose.

So I'm like, what's what's going on here. And so that led me to understanding like, well mindset and positive affirmations and how we see ourselves. And now let me down a very, very deep rabbit hole because I realized that wasn't just about mindset and strategic action. There's this whole other thing that goes on in the being-ness of being human, which I'll call body set, which deals with like childhood trauma and childhood wounds.

Man, energy blocks and not letting the totality of source universe, God, whatever the fuck you want to call that thing comes through us. That limits how much core power we all have core power, which is the thoughts and feelings that we hold onto predominantly. But to the degree of like, if they're high frequency and we have massive amounts of confidence and certainty and love, if we can create from that place, the results just like totally level up.

And I saw people at six figures. I've seen people scale to seven figures and I realized, man, It's a holistic approach. If we're, if we're serious about building sustainable results. Because I think a lot of coaches in this game, a lot of courses are made for quick wins. And don't get me wrong. Here in the West and I would assume worldwide, but definitely here in the West, we want the quick win. So it's great.

But for me, I would rather work with less people at a very deep level and really build out the quality of those relationships and the results. And so that's kind of probably why you and I were talking, pre-interview like, why do I not know this person. Why are they attached to all these influencers? And why do I not know? Well, that's why I choose not to work for a lot of people. That's why I know.

So right before we went on the show, AJ and I were just talking about how AJ is connected to a lot of people that I actually know. And for some reason I didn't even find out about AJ much later on. And so I'm like, have you been under a stone? A few people are aware of you and, but yet you're doing such amazing stuff. And you're talking about bodyworks and that's so interesting because I don't think I've ever heard a coach talk about bodyworks. Tell me anything about bodyworks and do you think that is the thing that makes you so different from all the other coaches out there?

I do. A lot of the clients that I work with, we look at a very holistic level and in fact, I just got done doing a lunch and learn inside of our free community called shift on Facebook. And we're talking about this, like it's just about relationships. Usually our biggest breakthrough in business correlates for our biggest breakthrough in our relationships.

So for instance, if somebody has an unresolved relationship, let's say with their father. I went through this journey myself, where I grew up in a culture where I was like, man, I would love if my dad said, good job son.

Like if he could just say good job, son. Three simple words, good job son. Then I would feel like I'm worthy. I'm like, man, I feel I'm on the right path. I'm doing great. But the problem with that is I'm trying to build a business or I'm trying to create life from this bullshit success equation, which is "I'll be worthy when, or I'll be worthy when I become X, Y, or Z", which is trying to create from a root core of scarcity.

And there's a law of being that governs the planet, which is the law of being. And so it states that the world gives us exactly that which we are at our core, which consists of our thoughts and our feelings. And those people don't want to do that.

They think we can, well, that feeling shit, we can just stuff that down the emotional intelligence stuff. We can just like sedate that with however we want to sedate it, whether it's meditation and prayers and fucking go into church, or if it's drug sex and rock and roll, it doesn't matter. All of it can be forms of sedation.

If we're not careful, but if we up-leveled that who we're being at a core level, it has a direct correlation in the game of those sets. And here's why. What if we looked at the East, right? The East, the philosophy is usually about all about being, being, being, being, being, unattached, and being, and they've taught these things for thousands and thousands of thousands of years.

They're fucking masters. The being part of being human and then the West with our philosophy and Christianity is rooted in a whole lot of doing, doing, doing, doing. And it's probably one of the reasons why the rest is fuck it. The West is very wealthy because we understand the doing piece. I believe that we're at this time in history and humanity, where people are open at a larger scale where these two worlds can coexist.

And for the select few of us who are open to the possibility of doing the work and upgrading who we are being in the midst of the things that we do, we unlock a power that then leads to purpose and profits.

How does this apply to entrepreneurs? Of course we've talked about mindset on the show before. We've talked about strategies and all that. How does being apply to being an entrepreneur?

Okay, great question. So let's say you're just going down the map, the mindset path, and you're going to be like, I am awesome. I am worthy of goodness. I am. I am a great speaker. I am the leader. If you don't feel that you are at your core, it's fucking bullshit and it's a lie.

And so therefore we're trying to defy the law of being and there we're saying, well, I'm going to discount the feeling part of this game. And I'm only going to try to sync way into action into results. So what happens is we keep hitting like resistance and not saying that resistance will ever go away.

I don't believe it. It will. I believe it's part of the human experience. And we can unpack that if you would like, but essentially we're like struggle, struggle, struggle, struggle. So if we look at both, where is, I'm not discounting the mindset work, there's validity to that. But if you then bolt on the things of, well, how do I start unlocking?

Like, feeling like body, like still worthy. I feel good. We can take action from that place. How much more momentum do you think that you would create from any idea?

A lot more, a lot more.

Exactly. And that's how it impacts the game of being an entrepreneur. You're able to unlock a momentum that fuels a rapid pace of growth, where people are like, well, how did you have this rise more?

Because they did the hard fucking work that most people are fucking terrified to do in the game of entrepreneurship. I believe entrepreneurship is probably a crash course in personal growth. And so for those who are willing to tackle it, like there's a fire, let's run into the insecurity because I guarantee you there's a gold coin in there.

That's going to Uplevel who you're being in the midst of what you do. And it's going to create that momentum, that power that's going to fuel, like wherever you're going before you learn all about being present or being, what did you struggle with personally? And how did learning this actually change your life?

So my, one of my biggest struggles is believing that I needed to prove that I was worthy. And so that stemmed again, if I trace the roots back, I believe it really was probably formed probably when I was eight, nine, 10 years old. And there was a small occurrence. Like I didn't grow up in a traumatic family. I wasn't raped or molested, nobody blew up my house or I had no crazy big trauma. And I'm not trying to downgrade that. I'm just kind of creating this distinction.

Some people have some legit shit that they've experienced and I've helped a lot of people overcome that and really unlock and find the gifts in that. But then there's another sector of people who are gonna be like, well, I don't have that. I didn't have it that bad. So that's not for me.

And I'm trying to create this distinction to say, yeah, there's small T trauma. So eight, nine or ten years old, I go up on the roof when my dad was putting on a roof of the house. And I asked him, hey, can I help you? Like, do you need some help?

And his response was, "do you know where I can find any?"

So as an eight year, eight, nine year old boy, the child in me, and keep in mind, my brain is fully developed and my father was just making a joke. He legitimately had no ill intent. He was just being himself. I had entered into that exchange. It was just being myself. And since we use language in the game of language, I was wounded and I created a belief system that's like, well, I guess I'm not good enough because if I was good enough, why would he ask me where he would be trying to find help out? Because apparently I'm right here. Hello? I just fucking asked you.

So this then set up a belief in me that's like, well, I am not good enough. That's the language that the inner child, the child was in me at eight, nine, ten years old. That's the language that I had access to. So I said, I'm not good enough.

And from that place, I didn't made a decision that said, well, I will prove to him that I am good enough. And if I'm good enough, well then maybe he will accept me and love me. And I will feel the acceptance that I'm craving to feel as a boy. So then that led me to being a a top performer in academics. That led me to being a top performer in music.

That was the underlying foundation in which I was attempting to create from, let me prove to the external world that I'm good enough. And then if you guys will tell me that I'm good enough, then maybe I'll believe that myself now, once they understood this whole law being saying, well, if I'm creating from a foundation of letting me prove, well, that means at the root, I'm not good enough.

So therefore, well, it's going to show up to continue giving me opportunities to express that I'm not good enough. So once I found the healing in that, and I resolved that within my body, because I can think that all day long, but when there's trauma, whether it's a big T trauma, like crazy fucking thing or small T trauma, like which I articulated, there's a blockage that happens within me at an emotional level.

That's stuck. That's one instance. There's been another instance where I was growing up, my mom would snap and she'd just say mean things. So I made a judgment that angry people are bad. So I then said, I can't be angry because if I'm angry, then I'm bad and I hurt people. Angry people hurt people. I don't do anger.

Well, what happened is that then limited the flow of source coming through me because at the end of the day, anger is messaged to us as an emotion just means I want to change something in anger, learned how to express in a very powerful way, rather than repressing it and suppressing it when channel in a very healthy way. We can channel that to forward movement and to create progression in business.

I mean, anger it can be both masculine and feminine, don't get me wrong. But definitely when I work with a lot of guys, they have a lot of repressed anger. And when they start allowing that anger, that energy, cause all emotion is nothing more than energy and motion.

As we learn how to move that through our bodies in healthy ways and channel that into forward movement and our in our business, again, a whole new level of power and certainty that we're bringing into the game of just being in the midst of the things that we're doing. Is that making sense?

Yeah, absolutely. What I'm wondering is, so did the need to be accepted and be of worth and worthy enough... and did that need to not show your anger actually brought about challenging moments in your business? It would make it difficult for you and your business to achieve whatever goals that you had, especially in the beginning before you actually found the solution to these problems.

Well, yes and no. So like, there's a part of me that fueled me to go out and prove. I was like, I'm going to go prove, and so it didn't hinder me from going in performing. I could perform what happened is when I got the result still unfulfilled. I still lacked meaning I was not experiencing peace and I was experiencing a lot of frustration.
Inside the game of business, there was a lot of resistance of clients more and more and more and more from me. And I was appeasing, appeasing, appeasing, appeasing, because it was like, well, I can't state my truth because if they don't accept me, then I'm not going to make the money. So I better appease them.

So ultimately this kept me on this rollercoaster of burning out. And so it was like the sentence, instant cycle of building things, burning to the ground, building things, burning to the ground. That was the vicious cycle. And I mean, this is like, I'm saying like entrepreneurship is probably one of the greatest tools for personal growth, because if you start paying attention, you can see the mirror.

And so I had a choice it's like, well, do I continue to building and burning and building and burning and building and burning? Or do I look at this objective and be like, well, what's the lesson that I'm not learning here. Let me integrate that lesson and then move forward from that. So that's what I did.

And as a result, I then upgraded my foundation in which I was building upon. And as a result, I had more solid foundation to support a taller skyscraper, which meant more money in the bank. More connection with my wife.

Now let's move on to talking a little bit more about your business right now. So you sell high ticket programs, right? I checked out your stuff and you are a high ticket service provider. How are you actually growing your business these days? Like, what are you doing to just get more leads in and get more clients coming in a couple of things.

So I have like a digital book it's called mindset is not enough. And so essentially, I have leads that come into that every single day. I have a podcast called the Anthony John Amyx podcast where I interview people like yourself on Wednesdays, where we talk about business and whatever I want to talk about. And then I do a thing on Sunday called the soloist, the Sunday sermon, where I'm really talking about this being piece and how it really changes the doing piece.

So there's that. And then I have a whole funnel that takes people from when they opt into the book. There's a series of emails that takes them to a webinar that then sets up a call. It's just a very, very basic appointment funnel. So that works for me, works for a lot of our clients. That's how I'm scaling currently. And then, honestly, it's also been through referrals, this is why I'm on the down low and I'm okay with that.

Has the way that you've been growing your business, especially right now, has it changed as compared to when you first started out?

Yes. When I first started out, I felt like I needed to do everything and this strategy and that strategy and this strategy and like all these things and it's super overwhelming, like, fuck, how am I going to keep up with this?

And so now it's a lot more, there's a lot more piece. It's the only thing I could say. There's a lot more peace and there's a lot more fulfillment and it's like simple to say, I make more money by doing less things. So. I'm still able to do and produce, but I do less things and I make more money. That's the thing that has changed.

Now, you are doing less and I know you just came back from traveling. So basically your life right now, you're able to do... you basically have a job that's based around the things that you love. Instead of having basically just giving your life away to your work, a lot of people do that. They hustle till they drop literally.

Yeah. Yeah. I mean, I pretty much am out of place and I'm grateful for this. And wasn't free. There was a price to be paid for it that is for sure, and time and energy and money. But yeah, we can, my wife and I can do what we want, what we want.

However we want to do that. And we've been able to create that for ourselves, for sure. Now that doesn't mean that there's not things inside the business and I'm doing that I don't want to do. There are still a few things that I'm doing that I don't want to do. And also I'm looking at those very objectively being like cool over the next 90 days, how can I transition out of some of those things?

Oh, that's interesting. Do you do 90 day planning by any chance?

I do. 90 day planning sessions. Yeah, I do a bit, there was a season where I couldn't. There was a season where I lacked so much trust for myself that I couldn't see 10 years out. I sure as fuck couldn't see five or three and I really couldn't even send a year out.

So when people are like, just plan out your year and then break it down into quarters and then break it down into weeks. Like it's very good logically, but again, in a body set level, we don't have trust for ourselves because we set goals and we failed and we failed. We failed and we failed. There's there's a part of ourselves, if we're honest that we don't trust ourselves.

So for me, I had to start there and I had to start setting 30 day goals and I started setting 30 day goals. What I call across what I call the thrive five, which is faith, family, fitness, finance, and fun. And so I just asked myself what would expand my capacity and my connection to God, or what would expand my connection, my connection to family, and then my body and in business and, and just having fun outside of the game of business.

Set small little targets and figure out what's required to do those and hit those. I would do those things and I would level up on a monthly basis basis. And then I would do it again and do it again and do it again. And I did that for a whole year and that then ultimately rebuilt my system, my body, my wiring, and my body to have a higher level of trust and respect.

So now I can be like, cool, like here's the one year plan. And now here I'm like, here's the 10 year plan. So yeah, it just depends. I go through seasons where yeah, I'll do 90 day runs and the seasons while do 30 day runs.

That is so interesting. I just love digging deep into what people are doing, what successful entrepreneurs are doing. Now I want to ask you about the four steps to six figures in your online business. So AJ, you have four steps to that. Can you share the four steps to six figures?

Yeah. So the first step is shift. Second step is sell. Third step is systematize, and then the fourth step is to scale.

And so the shift piece is all about the being like shifting your identity, shifting your conception of self, because the reality is we will never, ever, ever outwork our conception of ourselves. So this is what I'm saying, this isn't thoughts, and this isn't feelings. If we don't see ourselves and feel ourselves to be like the most badass fucking person that ever walked the face of the planet.

Well, we can tell ourselves something all day long, but it's not going to be true. So if we can up level the being piece, which is the shift piece, now we have a really solid, a solid foundation where we can move into the sell. So the sell piece is just like your messaging. I find time and time again for, and every coach, every course creator like their millions of dollars is made in messaging.

Like I can't stress this enough. It's totally overlooked. Cause we look for tactic tactic, tactic tool, tool, tool, and the money's made in the messaging. The best human beings on the planet, like eight figure coaches who are eight figure course creators, they're masters at messaging. Like they're fucking ninjas at it, through their emails, through their videos, their sales to everything.

So I would say definitely dial in your messaging, be making sure we're speaking to the specific results, making sure we're speaking to the specific pains, get that dialed in, then figuring out your funnels and all of that, and being willing to go sell whatever it is that your offer is dialing in that. So that would be one piece.

So once that started, then it was like coming in to systematizing, systematizing your lead gen. It sounds like you're doing amazing, amazing, wonderful thing with chatbots and that's part of like that whole systematizing, right? Systematizing lead gen, systemizing yourselves, systematizing your fulfillment.

And then the scaling piece is usually bolting on paid traffic and that takes people to like $20,000 a month. And then once they're at the $20,000 a month mark, then it's just a repeat of the whole same cycle. Because we've had to shift our identity to go from 0 to 10,000 or 0 to 20,000 a month.

We had to shift our identity from easily being like an employee to shifting our identity into like, man, I am a business owner. I am worthy because I exist. I have nothing to prove to any human being on the planet, like creating from there. Once we get into like that 0 to 15 a month mark, there's another identity shift that has to happen because we're no longer like the driver of the business at that time, because usually you can do pretty much everything yourself to that point in time.

But now we have to start building a team. So we have to start transitioning our idea, our idea in any who we feel ourselves to be, how we think about ourselves as like the leader of the business. James Wedmore talks about this concept, calling it the digital CEO. And so that's a whole identity shift piece.

Once we've established that, then we have to go through and sell the team on the vision and there's a whole piece on that. And then once you've sold your team on the vision, creating the systems for hiring and firing and communicating as a team, and then there's scaling out the team. And so that's what I'm saying is it's kind of like this ever evolving spiral. That's just as we're going to continue to grow, it's just going to be like going right through these four steps over and over and over again.

Can we go back to the messaging part where you talked about how important it is and how the eight figure entrepreneurs have great messaging. So I'm curious, can you walk us through what is a process to actually craft our own messaging.

Great question. I think the first thing is we have to figure out like what's the problem that we're solving? For who? Really, really basic. But I think a lot of people get stuck in being too general. The key is specific. Like what is the specific problem that you're serving for a specific group of people and really write and message to those people.

And even in saying this, it's easy to say, right? Simple to say, it's not simple to do, just because we have so many limiting beliefs with like, well, if I do that, I'm going to miss out on people. Well, now we're building from scarcity. So that's bullshit. But the other thing, like the scientific thing is like every single human has reticular activating system in their brain.

And the job of that set of nuclear in the brain is to filter out information. That's not relevant to our specific set of challenges that we're experiencing. And every single human being on the planet is tuned into one single frequency, which is what's in it for me. So we could be creating the greatest content. We could be creating the greatest service or whatever that we're doing.

So if we're not speaking to the specifics, our target market's brains is literally filtering out all of the content that we're creating. Like it's just happening like pilot. So this is why the messaging is important. And now the other thing that's important in the messaging is thinking through like, what are the objections that your people have, and then being able to create content in a way that overcomes those objections.

Another piece of the messaging is understanding that there's people who are going to be skeptical in your markets. And so you have to consistently be putting out the message. It's almost like think Jesse Elder was the first person to hold it. I heard this from it's like, we're a lighthouse, right? As a coach, as a course creator, well lighthouse and there's all of these boats at sea.

So job is to have our light turned on all the time, which means like our content, whether that's Facebook posts or podcasts or YouTube, whatever that is like having that out. But so oftentimes, coaches and course creators are turning on a light house, turning it off, turning on, turn off. And as a result, these little boats that are like drifting and then the light goes out, then they're like drifting back to sea.

They turned back the light on, and then the boats are coming in and they're like, I'm tired of it. And then the boats are going out. But for those people who are messaging consistently the boats just keep coming to the lighthouse. The more consistent we are, the more people that we're drawing in.

So I would say this basic level, how do we do that? What is the specific problem that we're solving and who is the specific, who that we're solving it for, and then create content around those concepts consistently.

We talked about the forest steps. We talked about shifting, selling, systematizing, scaling. What are some of the most common mistakes that you see people make with these?

I think they try to outsource without leading a team. Whether it was like, they get some momentum, they're like, ah, I need somebody to go do the thing. And so they just hand them the thing and they're like, I have leads coming in. Go sell them.

And they don't have any processes in place to train their sales people on how to sell. And I've seen people go from 80% close rates and they're like, Oh, I need more leads. My business is breaking. I'm like, well, let's look at your numbers, dude, before we figure out like what we're going to do, you look at the numbers and I'm like, you don't have a leads problem.

You've had the same amount of leads coming in for the past three months. And for those previous months, you're closing at $30,000 a month. Now you made $10,000 a month. The same amount of leads come in. Like it's a sales issue. Once the sales person converting, they're like 10%. So you went from 80% and when you're doing it at 10% with a salesperson, why the discrepancy? Are you recording them? Are you training the personal? I would say it's probably one of the biggest things is we just try to delegate without leading the team.

I want to know what successful entrepreneurs like you know about growing an online business, getting recurring sales that I don't know. So can you just share some key business and sales secrets?

Can you ask a question specifically around that? Because it's a pretty broad question.

Because I'm trying to get into your brain. I'm trying to figure out what you know that I don't know. Okay. Let's talk about recurring revenue. A lot of people struggle with recurring revenue across whether you sell products or services, no matter what online business you have. A lot of people struggle with consistent recurring revenue. So what do you know and what do eight figure entrepreneurs know about recurring revenue that a lot of us just don't know?

They master the simple basics. Like they know their fucking numbers guaranteed. So if they want to make X amount of money, they know how many sales they need to make. And they know their funnel numbers. They know how many leads they need to come in. They know how many people are going to show up to a webinar. If they're doing a webinar funnel, they know what that webinar is going to convert and they optimize for performance.

So what I mean by that is, optimizing performance is asking the question, which is how can it increase the output without increasing the inputs you following me? How can I increase the output without increasing the input? Lots of people think like I need leads, leads, leads, leads, leads, leads, and they don't look at them mechanism.

And there's many mechanisms, whether it's chat bots, whether it's webinars, it's a combination of all those. It doesn't matter. You build your mechanism for you, right? And once you have it, it's optimizing that mechanism for performance. And once you know your numbers, you live and die by your fucking numbers.

Like it's pretty simple. The other thing that I know that the eight figure people have really meshed and mastered is they're not looking to the market to model. They're starting to look internally and see what wants to come through them with the knowledge that they've obtained of the game, and then they go execute on that.

Then the rest of the market is looking to them like, Oh, let me the model their funnel, let me hack their funnel. Maybe they're not really doing like, there's a season to that to learn the game. But then once you learn the game, he could play the fucking game. Like the only way I can, I can think of this as an illustration is like, let's use Michael Jordan.

He talked about doing 10,000 free throws or whatever it was during practice. And somebody asked him like, dude, why are you doing the basics? He's like, well, I drill the basics so when I'm in the game playing, I don't think about them. And it frees me up to be creative and do these amazing things.

Like translating this into eight figures, it's the same thing. It's simple shit. Like they know their fucking numbers. They lead their team. That's what they do. I mean, here's my feeling. My feeling is, you know, the game and your next level version of it is just like letting life come through you to create that next level version of whatever that is for you.

Now, before we end off this episode, AJ, I'd like you to share what is the biggest lesson that you've learned as an entrepreneur?

I think my biggest lesson that I've learned as an entrepreneur is energy is fucking real. And it's stored in the body and there's this whole thing called the body set or subconscious mind.

And it impacts everything that we do. And unless we upgrade the way that we think, the way that we feel and the things that we do. And we kind of approach this at a holistic kind of like tripod model. We never really experienced the freedom that we long to experience as entrepreneurs, because many of us create a business because we believe that's the bridge to the experience of freedom that we want.

And oftentimes we build like these golden handcuffs and we don't understand why. And so I've seen time and time again when we approach the three pieces, the mindset and the strategic action, but we also tackle our shadows, our body set pieces or subconscious programming and level those up to be congruent with the identity of the thing that we want to experience. Then we can have everything, the freedom, the purpose, and the money.

Do you have a resource that you can recommend about bodywork that my listeners can go check out?

Yep. If they go to ajamyx.com/book, they can grab a book called Mindset, It's not enough.

Thanks For Listening, My Friend!

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