I Made $720K In A Day: The FASTEST Way To Monetize Your Content Online! (Just Copy Me!)

Omar Eltakrori 0:00 We literally made, we did the math, $720,000 in a day. Whatever you think is a lot of money doesn't become a lot of money once you make it.

Calum Johnson 0:07 Omar Eltakrori, you're like the offers expert. You've made nearly $3 million from your offers. You've also had the experience in the past where, like, you've put an offer out and there's been zero sales.

Omar Eltakrori 0:18 I made a photography master class, and like I'm waiting for like my Stripe to go ching, ching, ching, ching, ching, ching.

Calum Johnson 0:24 [laughs]

Omar Eltakrori 0:24 And nothing's happening. And I was like, "Dude, what the heck?" The biggest misconception on social media and YouTube is that if I make content, I will get paid. No, nobody woke up today thinking about buying something from you. Calum, I'm so sorry.

Calum Johnson 0:39 What's the three-step blueprint for how someone could make their first $10,000?

Omar Eltakrori 0:44 Well, if you wanna make your first $10,000, let's define what a business is. Business is broken down into four elements. It's-

Calum Johnson 0:56 In my mind, and I think for a lot of people that are familiar with your stuff, you're quickly becoming the offers guy. You're like the, the offers expert.

Omar Eltakrori 1:05 If that's your perception of me, I will say sick. Let's run it.

Calum Johnson 1:09 [laughs]

Omar Eltakrori 1:09 No, I mean, I, I understand that people have different perceptions based on how they find me online.

Calum Johnson 1:13 Yeah.

Omar Eltakrori 1:14 But I'll take ... I like that.

Calum Johnson 1:15 Yeah.

Omar Eltakrori 1:16 Yeah.

Calum Johnson 1:16 The offers expert. And so people are going t- to you to understand, like, "How do I monetize my content and my expertise?" And so I wanted to start with something that was actually personal for me, which is something, a pain that I felt very recently is when you pour your heart and your soul into building like a new product or a new offer, you put everything into it. You then go and you market it, you promote it, you do all of the things that the experts and the gurus tell you to do when you have an offer. People get excited. Maybe they're even DM'ing you. They're talking about it in real life, and then it goes live. No sales. Silence. Complete silence. I've experienced it.

Omar Eltakrori 2:03 I've experienced it.

Calum Johnson 2:04 [laughs] I think anyone that's tried to do business online has experienced that feeling, and it's frustrating. It also kinda leads to you being like disillusioned. And so as someone that I consider the offers expert, if you had to speak to that human being who's experienced that, what do you hope is the value that they take from the conversation you and I are about to have?

Omar Eltakrori 2:34 I hope that by the end of this conversation, whatever is in a person's mind, I would say before it ends, you give the offer. Give the offer to who? We could talk about it.

Calum Johnson 2:48 Mm.

Omar Eltakrori 2:48 What offer? We'll talk about it. But that before this conversation ends, you will put yourself in a position to make money through maybe a relationship, an email list, a text message thread, and/or get the feedback you need to make it better the next time you give the offer.

Calum Johnson 3:06 Mm.

Omar Eltakrori 3:07 So there's no ... No one's gonna lose after this podcast. We're only gonna learn. We're only gonna get feedback. I like to say there's no such thing as failure. There's only feedback.

Calum Johnson 3:16 Mm-hmm.

Omar Eltakrori 3:16 And that's what you ... That's what launching your first offer or an offer, uh, and no one buying, if you could ... You could see it like a failure, or you can unpack it and say, "Okay, wait, why did no one buy it? People are buying a version of something I created."

Calum Johnson 3:31 Mm.

Omar Eltakrori 3:31 So I, I think that, that's what's gonna happen by the end of this conversation.

Calum Johnson 3:35 Yeah. You know what's, you know what's interesting? So like I saw a video where you said, uh, you've made nearly $3 million from your offers so far, and it's interesting because I also know from our prior conversations, and you said it just now, you've also had the experience in the past where, like, you've put an offer out and there's been zero sales.

Omar Eltakrori 3:55 Yeah.

Calum Johnson 3:55 Like complete zero. And I could ... It's funny, when we were on the call, I could actually like still feel the pain of like that experience.

Omar Eltakrori 4:02 Oh, I hear you.

Calum Johnson 4:03 Can you take, take us back to that moment. Give us the context of you build something, you put it out, complete crickets.

Omar Eltakrori 4:15 Yeah, so when I wanted to start putting out my own info products, let's just call it courses, right? Or a course. Just like anyone would do w- I made a course, filmed it, paid a person. Shout out to Art.mp4. And, and you remember the 10, the Instagram 10K swipe up?

Calum Johnson 4:41 Mm.

Omar Eltakrori 4:41 I was like, "What kind of capitalism is this that you need like 10,000 followers to get a swipe up to your ..." I'm like, "All the people who have 10K followers are making more money, but all the people underneath 10K ..." So I, I told myself, "When I hit 10K, I'm gonna make the greatest announcement of my life, and people are going to buy this course I've been working on." And hit 10K, everyone resharing. "Oh my gosh."

Omar Eltakrori 5:06 And, um, I made a, a, a photography master class, and I made a couple hundred grand with photography. But put it all together in one thing and, and put it out there, and nobody bought it.

Calum Johnson 5:17 Mm.

Omar Eltakrori 5:18 And I think I, I think it was 300 bucks or 500 bucks, or 497 [laughs] you know, or 297.

Calum Johnson 5:26 [laughs]

Omar Eltakrori 5:27 Um, and no one bought it. And then you would think I learned my lesson, and then fast-forward a, a couple years later, I then, uh, put out a, um, a webinar w- or I did like a, a Zoom call where I gave three hours of just value and taught and did all this stuff. And at the end of it had a 3K offer, and no one bought.

Calum Johnson 5:51 Mm.

Omar Eltakrori 5:52 And, um, it's funny because it's, it's actually ... You'll find that, like, when you start, like, really getting momentum in business, it does become less emotional. But before you get there, it's so emotional, and I'm gonna tell you why. It's because what you just said on how you created whatever that first product was. Are you talking about your shirts?

Calum Johnson 6:10 Mm. Yeah.

Omar Eltakrori 6:11 Okay. What did you say you put into your shirts? Sorry, I just hit my mics.

Calum Johnson 6:17 Heart and soul.

Omar Eltakrori 6:18 Whose heart and soul?

Calum Johnson 6:19 My heart and soul.

Omar Eltakrori 6:22 Why would anyone care to buy your heart and soul?

Calum Johnson 6:28 Mm.

Omar Eltakrori 6:30 Even if you think about, like, that being a physical product, I don't want Calum's heart and soul. Fix my heart.

Calum Johnson 6:36 Mm.

Omar Eltakrori 6:37 And here's a, just a principle in it of itself, because the reason, the reason why offers don't sell is because people don't know how to sell. And one of the m- top most foundational sales principles I could teach you is people don't care about you. People care about themselves. And when you get to understand what people care about, you sell them what they want.

Calum Johnson 7:04 Mm.

Omar Eltakrori 7:04 So in my case, you know what I called my photography course?

Calum Johnson 7:10 What was it?

Omar Eltakrori 7:10 I called it Omar's Photography Masterclass. Now I'm gonna ask you a question, and I hope you answer it in a way that makes this conversation go more, way more smooth.

Calum Johnson 7:20 [laughs]

Omar Eltakrori 7:22 Which one do you wanna buy? I have Omar's Photography Masterclass, or I have the Six Figure Photographer in a Year.

Calum Johnson 7:30 Mm.

Omar Eltakrori 7:31 This one is $500. This one's $3,000. Which one do you want?

Calum Johnson 7:35 I want the six figure... The Six Figure Masterclass sounds good to me.

Omar Eltakrori 7:40 Here's what's crazy. What's behind the paywall are the same thing. What's the difference between each one of these things, even though behind it is the same thing?

Calum Johnson 7:55 Mm.

Omar Eltakrori 7:55 It's the words I use to sell it.

Calum Johnson 7:57 It's packaging.

Omar Eltakrori 7:58 It's how I package, and you're a package expert.

Calum Johnson 8:01 [laughs]

Omar Eltakrori 8:02 Pause. [laughs] No, just kidding.

Calum Johnson 8:04 [laughs]

Omar Eltakrori 8:05 But, uh, legit, it's, it's packaging, and I think i- if we wanna even boil it down to even more plain terms, it's words. Like, when you understand the power of words, you will, you'll be able to sell better. Y- I, you know, because here, here, here's what it is. People don't buy what it is you sell. They buy what it is you say. So get better at saying better things.

Calum Johnson 8:36 Mm.

Omar Eltakrori 8:37 I was in my neighborhood a f- few weeks ago and I saw a moving company, and it said Red Carpet Moving Services. Do you, do you see, like, even as I say that, it sounds premium.

Calum Johnson 8:49 Yeah, it does sound premium. Sounds luxury.

Omar Eltakrori 8:51 Sounds luxury. Who's to say it is or not? Just by their name alone.

Calum Johnson 8:57 Mm.

Omar Eltakrori 8:57 So I, you, we, we gotta, we gotta unpack what, what is it that people want? Not... Now, I'm not gonna pour my heart in this, and, and, and no shade to you. Isn't it funny? Every time you say no shade, it means shade's coming.

Calum Johnson 9:10 It's, it means full shade's-

Omar Eltakrori 9:10 Full shade's coming

Calum Johnson 9:11 ... on the way.

Omar Eltakrori 9:12 So shade to you and shade to me for pouring our heart and soul into something and trying to give it to people or sell it to people.

Calum Johnson 9:19 Mm.

Omar Eltakrori 9:20 It's kind of selfish.

Calum Johnson 9:22 Mm.

Omar Eltakrori 9:23 Buy what I made. Buy my course. Buy... It's like, no. Like, is this going to benefit you? Is, is this going to... Is this something you, you need in your hands? Is this something you need to take you to the next level? Um, so yeah, I mean, that would be the foundational reason why we didn't sell anything.

Calum Johnson 9:42 Mm.

Omar Eltakrori 9:42 There's so much more, but-

Calum Johnson 9:44 We're gonna, we're gonna get into it, and what you mentioned is, is so good. Like, w- we're gonna get into how people can, can monetize their content, their offers, their expertise, everything. But if we rewind a few years and back to that moment where, similar to me, you were putting your heart and soul into these offers, and you even mentioned, you said, "You know, I had to make this. I had to keep bumping my head against this thing a few times before I got it." And so I want you to take me back to that moment, that moment in time, I don't even know where you're sitting or what the environment is, where you have that realization of, like, me putting my heart and soul into these offers and then going about it that way is actually detrimental. Like, what is that transformation-

Omar Eltakrori 10:38 Mm

Calum Johnson 10:38 ... that realization of, like, I have to go about this a completely different way?

Omar Eltakrori 10:44 Yep. Well, the one that's more vivid is the second time I failed, [laughs] you know? And I'm still failing today, by the way.

Calum Johnson 10:54 [laughs]

Omar Eltakrori 10:54 Um, the second time I failed was summer of 2023. I just joined a mastermind, um, but I just joined the mastermind. And I did a web class, other known as a master class or a webinar, and I hired a f- a guy to take photos while I did it. I bought a projector because I was about... Dude, I was gonna go cra- I'm gonna have, like, the chat go crazy, do giveaways. I'm gonna teach the whole shebang. It's gonna be like a s- a one-and-done course. Come to this web class and you're gonna learn how to take what you're doing online or start doing what you wanna do online and then turn that into profit, right? And so I do this web class. Dude, people will hate, but I had, like, 450 people show up with no ads, which is pretty sweet.

Calum Johnson 11:51 Mm.

Omar Eltakrori 11:51 People were pumped to see me, 'cause, like, you know, and, a- a- and I will say the benefit that I had that most people don't is that I was delusionally making YouTube content not knowing that it was building trust with people, not knowing it was building, like, my likeness with people.

Calum Johnson 12:06 Mm.

Omar Eltakrori 12:06 And then in business you would... You know, you, we do business with people we know, like, and trust, and so I was building a lot of that- Without

Omar Eltakrori 12:14 me knowing. So I'm grateful for that. Um, however, I didn't understand why people buy things, and so when I... Feel like I- Feel like a circus show. Like, "Da, dun, dun, dun, da, na, na, na, na, na, na, dun, dun." And three hours goes by, and then I'm like, "All right, guys, y'all ready? Here's the offer. Drop the link. Put the QR code." And, like, literally, I'm waiting for, like, my Stripe to go ching, ching, ching, ching, ching, ching.

Calum Johnson 12:44 [laughs]

Omar Eltakrori 12:44 And nothing's happening. And I'm like, in my s- Bro, my, my stomach dropped inside my stomach-

Calum Johnson 12:52 Yeah

Omar Eltakrori 12:52 ... and flipped inside out 'cause I'm like, "Maybe there's something wrong with the link or something." Or, like, I didn't, you know? And, and honestly, at the end of that, I was beside myself. I was just was like... And Art was with me, and I was like, "Dude, what the heck?" I then started calling people to tell them, like, number one, how I was feeling. [laughs] And, uh, and it... That's the emotional rollercoaster part, you know? And then a lot of them told me really this. They told me, "Omar, you just over-taught." I over-taught. Like, like I gave too much value? They were saying like, not... "No, n- not that you gave too much value. You over-taught." I don't know what you're saying. And we could break that down, but in- essentially, just to a- answer your question, in that moment, I realized that there is stuff I don't know, and it's going to cost me my emotional capacity, [laughs] and it's gonna cost me my time, and it's gonna cost me m- my energy if I keep operating in ignorance.

Calum Johnson 14:06 Mm-hmm.

Omar Eltakrori 14:08 So I wanna say I made that decision from that moment and said, "I'm going to make killing ignorance my number one goal in business."

Calum Johnson 14:19 Mm.

Omar Eltakrori 14:20 Because literally the most expensive thing we will pay in life is ignorance tax. So it, it's honestly a game of moving fast, failing quick, and fixing quick. 'Cause the sooner I know the answer, the sooner I find out the thing, the sooner I can pay the person that knows the answer for me, the sooner I don't have to operate in ignorance. And so that's really, like, when I made that, like, commitment to myself, it was like, "All right. Game on."

Calum Johnson 14:53 Mm. Ignorance tax. That's powerful. You know what? And I even said this to you. I said it to Art. I said it to you. I said it everyone on your team. I said, "This is an inspiring space." Like, you've moved forward past that moment.

Omar Eltakrori 15:08 Mm-hmm.

Calum Johnson 15:08 This is an inspiring space, what you've built, uh, the offers and everything that you're doing. And so for the people that might not know, they're not familiar with you, from that moment in time that you realize, like, this is the, this is the ignorance tax that I am paying every single day, and you make these changes, just give us the highlights or give us the what has happened since then. What was the shift, and what has it led to?

Omar Eltakrori 15:40 [smacks lips] Yeah. So the shift is, "God, show me the person that I need to pay. God, show me the person that I need to trust. Put the people in my circle that could speak into what I'm doing." And so that was, that was kind of like the, the, like, my heart posture. And, and then

Omar Eltakrori 16:05 what e- what ends up happening is I s- start becoming aware of people in my life that when I have a conversation with them, literally, regardless of the timeframe of the conversation, I am better because we had a conversation.

Calum Johnson 16:19 Mm-hmm.

Omar Eltakrori 16:19 And so, you know, m- my friend Neo- Nehemiah Davis will say, "If you're not having a six or seven-figure conversation every day, you need to get a new circle." Now, how do you have six and seven-figure conversations? With just people who are also going for it. Like, that's literally it. Like, this is why I actually wanted to partner with Neil Dinger on this space, was because we will literally every day we are here talk about... And, and, and, and when I say that, by the way, I want people to know when... who are listening or watching, I'm not saying we're just talking about money. Talking about... We're talking about solving problems. Like, we're talking about... Hey, yeah, I just came back from Russell's, you know, I, uh, from Boise, Idaho, literally, uh, this morning.

Calum Johnson 17:03 Mm.

Omar Eltakrori 17:03 Yeah.

Calum Johnson 17:03 Russell Brunson.

Omar Eltakrori 17:04 Russell Brunson. Uh, Russell Branson. No, I'm just kidding. What's... That's the other, that's the England guy.

Calum Johnson 17:10 Yeah, that's the... [laughs]

Omar Eltakrori 17:11 [laughs] Um, no, went to Boise, Idaho, and was able to get some one-on-one time with Russell Brunson and see his headquarters and stuff. And similar to you, it's like exposure therapy. But also at the same time, I was like, "Dude, our spot's a little, kind of lo- low-key more dope."

Calum Johnson 17:24 [laughs]

Omar Eltakrori 17:24 Um, no shade, but I'm throwing shade.

Calum Johnson 17:27 [laughs]

Omar Eltakrori 17:27 And, um, and I'm able to talk to Neil about that literally hours after being back and process what I did and process what I heard, and my, my literally, like, the nugget that I feel would take me to eight figures if I so desire. And so I mean, that's what it, it was. And so dude, when, when I met somebody who, like, provided a service that would solve my biggest frustration, and the only reason why I'm frustrated is because I'm ignorant, it's like, just pay him. I, I think especially as creatives, I, I, I would consider myself an artist creative first. Like, I'm a content creator. I really am. Um, and I know people see me as, like, this, that money business guy, which was simply a... That was a, a, um, a messaging, a messaging change I made when I realized people weren't buying stuff. It's like, oh- People wanna learn how to make money. People don't want viral videos.

Omar Eltakrori 18:28 And if you're selling people on a viral video, you're selling the wrong person because that's like a, a shortcut-minded person. Like, what if I told you you can make money in the-- where you are right now with everything you know, with everything you have? You can. So my messaging changed in that sense, but I would say would you trade $300,000 for a million dollars?

Calum Johnson 18:52 Hmm. Every day of the week.

Omar Eltakrori 18:55 Then why do we not pay the person? Like, why don't we just make the hire, hire the contractor, put together the thing, what-whatever it is. But the reason is, is because as creatives, yeah, it's our heart and soul. This thing is my baby, dude. Don't you-- Hey, I'm not gonna let somebody speak into this. Well, well, then you're just gonna cap yourself out. We only have a capacity to like do so much with time and energy and muscle, you know? And I would just argue at the end of the day, I mean, I, I would, I would simply define offers as an invitation. It's like that's all they are. They're an invitation, period. That's literally it.

Calum Johnson 19:36 Mm-hmm.

Omar Eltakrori 19:36 And, and a business is simply a, a, a place of service or a, a means of w- serving people. And so when we're talking about an invitation to serve people, that's what we're talking about. And if you don't wanna be served, how are you gonna serve other people? It's literally it breaks the golden rule.

Calum Johnson 19:58 Mm-hmm.

Omar Eltakrori 19:58 Yeah, I, I invested, um, over six figures in Art's skill sets. Him learning backend stuff, automations, go high level, this, all that stuff. Art can leave me tomorrow and I'll be fine. Like if, if, if you're better because you came into my world in any way, shape, or form, I'll go to bed at night and I'll be just as fine. It's good.

Calum Johnson 20:29 Mm.

Omar Eltakrori 20:30 The world's so big, you know?

Calum Johnson 20:31 Yeah.

Omar Eltakrori 20:32 So that-- I mean, so that ignorance, it's just if, if you would-- if you could just pay the person, just pay the person. And then you, you've interviewed a lot of successful people, bro. Like I like-- I know Dan Martell's situation. Bro will find somebody with a viral YouTube video on a specific topic, reach out to them and be like, "Hey, how much is it worth your time for an hour or two?" Usually they don't have that offer, so Dan's pulling an offer out of them so they-- he'll probably get a deal, but it's who Dan is and what he can do with the information because he's less ignorant, 'cause he's failed more, that I could pay Callum $3,000 for an hour Zoom call, help me lay out my podcast setup, help me how to lay out my first podcast, four podcast episodes, whatever it is. Like start my YouTube channel, whatever, whatever it is, and then that's it. Chuck the deuces.

Calum Johnson 21:25 Mm.

Omar Eltakrori 21:26 But it's on a person to take that information and that's where you start seeing the value of information. But, but it's on the person. This is why it's so important to be a student, that everything you learn you determine what you get out of it.

Calum Johnson 21:43 Hmm. You know what? You spoke about the information and we're gonna get into it because I think one of the things, uh, that I like watching your content is the authenticity, but then also you have a pretty unique approach which you're very open to sharing when it comes to how you monetize your content and your expertise. And so we're gonna get into it. Before we do, just to kind of bring it full circle and even contrasting it like with that moment of when you drop this $3,000 offer and no one buys and it's because you over-taught.

Omar Eltakrori 22:21 Mm.

Calum Johnson 22:22 Can you just contrast that with like over these last couple of years since you've been doing this, what has been the most surreal moment for you where you're like, "Wow, we, we, we built this offer, we packaged it, we put it out. This outcome happened," and it's almost like knowing where you came from and where you started at, which was silence and no sales.

Omar Eltakrori 22:49 Yeah.

Calum Johnson 22:50 It's surreal, completely surreal, unbelievable, almost delusional that I would be in this place I am now. Even when I say that, when I speak that, what comes to mind for you? Okay, quick break. Let me ask you this. Have you noticed how all of the old marketing playbooks just don't work anymore? You post content, you run ads, you try the funnel that everyone's talking about, and it just doesn't perform in the way that you expect, and that's because the game has changed. We partnered with today's sponsor, HubSpot, because they've just launched Loop Marketing. It's their new growth playbook for the AI era of content. And so unlike the old funnel that moved in a straight line, the loop is dynamic. It's always learning, it's always evolving, and it's built on humans and AI working together, and it runs through four stages, which is express, tailor, amplify, and evolve. And to help you put this all into action right now in your business or with what you're working on, HubSpot created a free Loop Marketing prompt library. It gives you ready-to-use AI prompts to plan campaigns faster, tailor content to your audience, and actually grow without all of the trial and error and normal failure that you're seeing with these old playbooks. And so if you wanna stay ahead and actually grow in this new AI landscape that we're currently in, download HubSpot's free Loop Marketing prompt library today. The link is in the description below. It's completely free. You can get it right now. Thank me later, and let's get back to the episode.

Omar Eltakrori 24:30 What comes to mind ... is the first day I made over $100,000 in a day. And then realizing that it's the floor. Like, I thought, I thought salaries were supposed to be 100K, not gross revenue in a day. So that, th- that will break your brain at first, but I'm just gonna spoil it for everybody, okay? Whatever you think is a lot of money doesn't become a lot of money once you make it.

Calum Johnson 25:08 Mm.

Omar Eltakrori 25:09 So last, last week we literally made, we did the math, $720,000 in a day, and I'm numb.

Omar Eltakrori 25:21 It d- like, it, it, it, it hit a threshold where... And it, and here, and here's the real reason why, is because the pursuit of money must be met, I never said this before, the pursuit of money must be met with the devaluation of it. We must devalue money. This is a biblical concept. Don't let money be your master. Don't serve two masters. L- let money serve you. Let money simply just be a tool. And so you know what's funny about having that six-figure day, that initial one?

Calum Johnson 26:04 Mm.

Omar Eltakrori 26:04 Was it was February of 2024. So it wasn't, wasn't that long ago.

Calum Johnson 26:10 Mm.

Omar Eltakrori 26:10 Was right before that, dude, six months before that, I lost $100,000 to a Ponzi scheme. And I didn't know it was a Ponzi scheme [chuckles] when I first invested in. Somebody was like, "Hey, I'm doing this thing with a hydrogen plant, and I'm in three rounds, and I've been making 20% in six months, and I keep rolling it over. If, dude, dude, if you're, if you're, if you're, if you got some extra money, like throw it in there." So I like felt, I felt peace about it. Talked to my wife about it. We put in 100K,

Omar Eltakrori 26:43 and then it's just crickets. They pulled the rug out it under the... What do, what do white people say? They pulled the rug out?

Calum Johnson 26:49 Pulled the rug out, yeah.

Omar Eltakrori 26:50 Is that what it-

Calum Johnson 26:50 Yeah.

Omar Eltakrori 26:50 Okay. [laughs] Yeah. Um, they always got sayings, bro.

Calum Johnson 26:54 [laughs]

Omar Eltakrori 26:54 And I'm just like trying to catch up. Um, yeah, dude, lost 100K. Now here's what happened. I lost $100,000 to a Ponzi scheme. I was still able to put food on the table. We still were able to pay our mortgage, still had our cars, still had our lives. My wife still loved me, praise God.

Calum Johnson 27:13 [laughs]

Omar Eltakrori 27:14 I may have had to sleep on the couch. No, I'm just kidding.

Calum Johnson 27:15 [laughs]

Omar Eltakrori 27:15 I didn't. She's amazing, Rita. Um, hey, you know what happened? Nothing.

Calum Johnson 27:22 Mm.

Omar Eltakrori 27:23 Nothing happened when I lost 100K. And what that taught me was that 100K is not a lot of money. It isn't. It'll, it goes like that. And, and like I said, once you make it, it's no longer enough because whatever you thought was a lot of money, you're making it right now.

Calum Johnson 27:46 Mm.

Omar Eltakrori 27:47 You're telling me that you're thinking about bringing on somebody full time. There was a day where you needed to pay yourself that number.

Calum Johnson 27:53 I couldn't pay myself full time.

Omar Eltakrori 27:55 Right.

Calum Johnson 27:56 Not that long ago.

Omar Eltakrori 27:57 Not that long ago. But now you're like flying to Vegas to shoot podcasts. That was, that was a big deal to you before. You're here now and you're like, "I have to do this." Like, "How am I gonna scale this thing without..." You know?

Calum Johnson 28:10 Yeah.

Omar Eltakrori 28:10 And so, but that was the moment. It was making $100,000 in a day.

Calum Johnson 28:14 Yeah.

Omar Eltakrori 28:15 Yeah.

Calum Johnson 28:15 You know, we're, we're, we're in Vegas. Um, obviously Alex Hormozi's here, and he just had like a crazy whatever, broke his-

Omar Eltakrori 28:23 He had $105 million day.

Calum Johnson 28:25 [laughs]

Omar Eltakrori 28:26 Freaking Alex Hormozi.

Calum Johnson 28:28 Still got some way to go. [laughs]

Omar Eltakrori 28:29 Yeah. No, I'm chilling. [laughs]

Calum Johnson 28:31 And, um, there's a thing he said that's always stuck with me. He was talking about, um, he's talking about money and how much money we make. And he said it's really a symptom of two things. It's a symptom of our skills and our belief. Those two things.

Omar Eltakrori 28:49 That's it.

Calum Johnson 28:49 And he said the thing that is, um, people usually think it's they need to acquire more skills, like they need to n- they need more things in their arsenal to be able to do it. He said often and silently it's actually their beliefs that's the reason why they're not at the money level that they want to be at.

Omar Eltakrori 29:08 Mm.

Calum Johnson 29:09 And so I'm curious, as someone that you do offers, the offers guy I called you. I don't know how you feel about that, but the offers guy.

Omar Eltakrori 29:17 Dude, I like it, dude.

Calum Johnson 29:18 [laughs]

Omar Eltakrori 29:18 Bro, any correlation, that's what I'm saying, if people can just think about money when they think about me, that's cool.

Calum Johnson 29:23 [laughs] And, um, I'm curious, what are some of the... If you were to say the, the belief that you hear the most often which you think is the most detrimental-

Omar Eltakrori 29:37 Mm

Calum Johnson 29:37 ... to someone who's looking to go from I put out offers and they make no money to I put out offers and I could have a six-figure day, what do you hear typically is the belief that is holding people back from that reality?

Omar Eltakrori 29:56 Usually the belief, the one that's coming to mind right now is I can't afford it. Whatever it is, it is. Because most people who are doing failed launches are doing it based on their perception of what they saw other people do on a surface level. And I always like to say y- you can't, you can't charge something you weren't willing to pay. And so that's why wh- I think when Alex says like the skills thing, y- you, you acquire skills with a cost. And when I say I can't afford it, there's, in many ways, I'm not just saying financially. There's a cost with time.

Calum Johnson 30:45 Mm.

Omar Eltakrori 30:46 There's a cost with failure. There's a cost with Ponzi schemes, [laughs] you know? Like but that, but that, that was in the pursuit of something that I ha- that I knew inside of me, which, which this I can't afford it or I can't is literally a belief.

Calum Johnson 31:04 Mm.

Omar Eltakrori 31:05 Myron Golden would say, "I can't afford it," is not a concept. It's a construct made up in their mind. Dude, I'm telling you, if I think about all the costs to this... Bro, let's just do some math.

Calum Johnson 31:18 [laughs]

Omar Eltakrori 31:18 Can, is that okay?

Calum Johnson 31:19 Yeah. [laughs]

Omar Eltakrori 31:20 Okay.

Calum Johnson 31:20 Let's do it.

Omar Eltakrori 31:20 All right. Like art and soap, that's like 11K a month. This place costs me about 9K a month. So we're at 20.

Calum Johnson 31:30 20,000.

Omar Eltakrori 31:31 And then extra miscellaneous business expenses, let's just add four, 24. So before I make a dollar, I have to make $24,000. Like that sounds like that math ain't mathing.

Calum Johnson 31:48 [laughs]

Omar Eltakrori 31:49 You know? If I focus on that, it'll feel like I'm l- it's leaving me. But if I focus on what that investment does and what it can do, if I focus it on the abundant side of things, I'll be so excited. Like signing the lease to this place, the math was in four years I will give away about almost half a million dollars. And it's not o- it's not, I don't own this place. It's a lease. It's going into somebody else's pocket.

Calum Johnson 32:24 [laughs]

Omar Eltakrori 32:27 But I could focus on can this place take me to 10? Am I willing to pay the cost to trade 500? Can I pa- can I trade a million dollars in four years for 10? How many times would you make that trade?

Calum Johnson 32:39 Mm. Every day of the week.

Omar Eltakrori 32:40 But you're making that trade based on what you're gonna get in return. And that's, dude, that's why I love Myron Golden, you know? And I love him-

Calum Johnson 32:49 Mm

Omar Eltakrori 32:49 ... you know, as a person. But something he talks about is, uh, anxiety and anticipation. They're both f- fundamentally future focused. But if you're f- if you're focused on what's the worst that can happen, you're gonna get anxious. If you focus on what's the best that can happen, you're gonna have anticipation, or in other words, you're gonna have hope.

Omar Eltakrori 33:18 And who do you think gets the better result, the person that operates in anxiety or the person that operates from a place of hope?

Calum Johnson 33:25 Mm.

Omar Eltakrori 33:28 And this, and the reason why Myr- uh, the reason why Alex will say it really comes down to belief, because business is a game of belief. And based on scripture, whatever it is you believe is what you get. As a man thinks in his heart, so is he. You get what it is you believe, and it doesn't matter what area in life. But in this regard, in business, it, it all comes down to belief.

Calum Johnson 34:01 Mm.

Omar Eltakrori 34:01 Because we talk our... You, and it, and here's what's crazy. It, uh, whatever you believe in your heart, it comes out of your mouth. Out of the abundance of the heart, the mouth speaks. And so what ends up happening is because you have a false belief, you start talking about false outcomes that aren't even true, and then you, you end up living in it.

Calum Johnson 34:20 Mm.

Omar Eltakrori 34:20 Which is like wh- it's why businesses fail. It's why creatives quit. Like most people don't quit when it's going really well, and those people who quit is a very small group of people. They, they just got on some minimalist documentary and they're like, "Bro, I gotta sell it all and, like-"

Calum Johnson 34:36 Yeah. [laughs]

Omar Eltakrori 34:37 "... you know, go move to a third world country." [laughs]

Calum Johnson 34:40 Go into the forest.

Omar Eltakrori 34:41 Yeah, go do that if [laughs] hey, if you gotta do that. But for others, um, if you wanna last, y- you, it's, and it... I think, I, I mean, I love the word delusional, but I think it's just believing the right equation.

Calum Johnson 34:57 Mm.

Omar Eltakrori 34:58 There, there's an equation in our minds, and it's if I do this, then this will happen. If I don't do this, then this will happen. If you're, if you're making any of these equations in your mind about the future, you don't know that. But we do that based on trauma. It's called a schema.

Calum Johnson 35:18 Mm.

Omar Eltakrori 35:18 A schema is an equation in your mind that's not true.

Calum Johnson 35:22 Mm.

Omar Eltakrori 35:23 So, like what you're saying with, with like staying delusional is, is you're saying s- keep telling yourself the equation you want to be true, but the r- 'cause the reality is, is you don't know that.

Calum Johnson 35:35 Mm.

Omar Eltakrori 35:36 You don't, you don't know if you threw out that offer again that someone won't take it. You don't know that if you text your whole pho- phone group and say, "Hey, I know you wanted this. I'm actually working on a new boot camp," or, "I'm actually starting a..." Which is something I want people to do. Like text people you know expressed that they wanted your help in some way, shape, or form, and just say, "Let's work together for a couple weeks. And if you want more information, we can hop on a call." And then on that call, let them know how you're gonna help them, and then give them a price.

Calum Johnson 36:06 Mm.

Omar Eltakrori 36:07 And then if you make the money, DM me on Instagram and just let me know you made the money. I will send you wiring instructions. [laughs]

Calum Johnson 36:12 [laughs]

Omar Eltakrori 36:12 And then... No, I'm just kidding. Uh, but, but literally it's that simple. Oh, no, but what if I text them and they say no? What if they say yes? What if I s- what if I text them and then they, they, they, they cut me out? What if they, what if they are so excited you asked?

Calum Johnson 36:29 Mm. Anxiety or anticipation is what you said earlier.

Omar Eltakrori 36:31 Yeah. So, so rather than focusing on outcomes that aren't in your favor- Start focusing on outcomes that are in your favor

Calum Johnson 36:43 Mm-hmm

Omar Eltakrori 36:44 So this building, although it costs me about nine grand a month, someone's gonna rent it for two days without me being here for $20,000. Could I have made that opportunity possible if I wasn't willing to just pay the cost up front? No. I wouldn't have even known that was an opportunity.

Calum Johnson 37:10 Hmm.

Omar Eltakrori 37:11 That's not even why I even bought the space by the ... or signed the lease to that space. That's not even why. But as a byproduct of just leaning in and doing the thing scared, my friend, um, Brett Johnson says, "Scared money don't make money."

Calum Johnson 37:26 A couple days ago, I got on the flight to Vegas, uh, to come here to film with you, and it's funny because, like, my vision and how I wanted to take this episode shifted on that flight.

Omar Eltakrori 37:38 Oh, snap.

Calum Johnson 37:39 I, I watched back, um, the video that you did, the new way to monetize your content online.

Omar Eltakrori 37:46 Bro, the two places y- ideas shift-

Calum Johnson 37:48 Mm

Omar Eltakrori 37:48 ... is in the airplane-

Calum Johnson 37:49 Mm

Omar Eltakrori 37:49 ... and in the shower.

Calum Johnson 37:51 That is very true.

Omar Eltakrori 37:52 Okay, keep going. [laughs]

Calum Johnson 37:52 [laughs] That is very true. And so as I watch it back, I then pull up my laptop, I get ChatGPT open. I take the transcript of your episode, I put it into ChatGPT. Me and ChatGPT, the AI, we get in this conversation about the episode, and we get down to this three-step blueprint based off the content that you filmed.

Omar Eltakrori 38:21 Mm.

Calum Johnson 38:21 What's the three-step blueprint for how someone could make their first $10,000 from an offer? And I'm talking about someone that up until that moment in time, they have not sold a single dollar worth anything-

Omar Eltakrori 38:37 Mm-hmm

Calum Johnson 38:37 ... on the internet. And so we go $10,000, and then we do $100,000, but let's start with $10,000. And so I wanted to read to you the steps that ChatGPT and I came up with based off your video, and then you and I can jam on it and we can get really deep, and I think it would be really valuable for people.

Omar Eltakrori 38:58 Fire.

Calum Johnson 38:59 Okay. So step one, define who you serve and attract them with a lead magnet. Get crystal clear on who you serve and the problem that you solve, then use a simple lead magnet to draw them in and build trust. Let's start right there.

Omar Eltakrori 39:19 Well, if you wanna make your first $10,000 in business, let's define what a business is. Because the wrong mentality is hitting $10,000 and f- and stopping there.

Calum Johnson 39:34 Mm.

Omar Eltakrori 39:35 'Cause people with launch mentalities, it ... They, they usually either never launch because they're in their head and they want it to be perfect, or they just want it ... They're, they're ... They just wanna make a quick buck. That's not a business. So I'm not, I, I'm not talking about people who just wanna make a quick buck. Um, but what's business? Business is broken down into four elements. It's lead generation, lead conversion, fulfillment or delivery, and then ascension or retention. So if you don't have leads, you don't have a business. So how are you getting people's information s- And, and then one way to do that is through a lead magnet, yes.

Calum Johnson 40:27 Mm.

Omar Eltakrori 40:28 So good job, chat. [laughs]

Calum Johnson 40:30 [laughs]

Omar Eltakrori 40:32 Um, other ways you can get a lead magnet is you go get the lead. So sometimes lead can ... Leads can come to you, um, but you know, something where I feel like i- they could have been off is identify who you want to serve. Well, most of the time, if you haven't served anybody yet, you don't know who to serve.

Calum Johnson 40:48 Mm-hmm.

Omar Eltakrori 40:49 So you gotta have conversations. Like, that's where l- generation... I love it. Daniel Priestley, he'll, he'll teach on a lead magnet strategy called the assessment. Don't sell what you do. Sell the assessment for what it is you do.

Calum Johnson 41:02 Mm-hmm.

Omar Eltakrori 41:03 So that's just a, a quiz or a survey that's like, "Hey, from w- how ready are you to XYZ?" So that's one way to do it. You, you know, you can create a, a, a value, like a PDF. You could do a discovery call. You could do a, a mini course. Like, there are so many ways that you can provide a lead magnet, but let's just break it down to how I could have made multiple six figures with one reel.

Omar Eltakrori 41:35 So I show off something I did for someone else. Proof, as Alex would say. I c- I, I set up a friend's office setup, and she actually teaches on sales, and she's like, "Oh my gosh, my conversions are gonna go through the roof." And it's ju- it's a desk setup. A, like... Other people would call it a livestream setup. Uh, Sean Cannell would call it a battle station. I call it my money-making machine, [laughs] you know? And so I say, "If you want the list of gear that y- that Macy has, just comment the word setup." That one reel has broughten close to 3,000 leads into my business. All those people said they work at a computer and they are doing stuff on Zoom or livestreaming or vir- virtual podcasts or something in same way, shape, or form. Is it safe to say that there was maybe 100 to th- 250 people that make a lot of money?

Calum Johnson 42:33 Mm.

Omar Eltakrori 42:34 Probably. Now, it would be on my job to do step number two, which is lead conversion. What am I doing to get people from giving me their information to buying something? And that could just be like, "Hey, saw that you downloaded this. Would you want us to just do it for you? The fee's $10,000." And there you go. You just- I just made $10,000.

Calum Johnson 42:58 Mm.

Omar Eltakrori 42:59 And I like going conservative, right? Like, I, like I think, I think I could have done 10 of those-

Calum Johnson 43:05 Mm

Omar Eltakrori 43:05 ... out of 3,000 people. And I saw some of these names that there were some people that were, like, people I respected that, like, commented to get the list. I'm like, "Yo, just text me, bro," [laughs] you know? Um-

Calum Johnson 43:18 You, you know what, one, one thing I wanna do is because one of the things that you're pretty masterful at is w- well, one is packaging, but even if we take that, like, we go deeper with that, is actually understanding your-- whoever your desired customer is, their pain point.

Omar Eltakrori 43:38 Mm-hmm.

Calum Johnson 43:38 Right? And then you're able to uniquely speak to that and create content-

Omar Eltakrori 43:44 That's good

Calum Johnson 43:45 ... that establishes you as an authority, and, like, I'm-- you're the person I'm gonna go to to solve that pain point.

Omar Eltakrori 43:49 Yeah.

Calum Johnson 43:50 But you said something really... And I think it's underrated. Like, I think people will, will listen, and they'll hear about the reel that got you 3,000 leads. They won't hear about the thing that you said a few moments earlier, is that you had a lot of conversations.

Omar Eltakrori 44:04 Mm-hmm.

Calum Johnson 44:05 And so can you talk about that process that you go through of getting clarity on exactly what-- or first of all, like identifying who the customer is and then getting that crystal clear clarity on their pain points.

Omar Eltakrori 44:20 Mm.

Calum Johnson 44:21 What is the process for you?

Omar Eltakrori 44:23 I mean, I wouldn't say I have, like, a full-on detailed process. It's just more I'm, I'm very aware. And when I say that, I mean, like, aware to hear a person tell me what their struggles are. It's like if you are having a conversation with me about something I do, whether that's the podcast or the coaching or the Content to Cash Challenge or whatever, there's-- you're-- like, literally, you're giving me all the language. So this is why you need to shut up-

Calum Johnson 45:00 Yeah

Omar Eltakrori 45:00 ... when people are talking, and you should say, "Tell me more. What would happen if you that-- if you got that fixed? Like, if, if you didn't get that fixed, what would it do?"

Calum Johnson 45:12 Mm.

Omar Eltakrori 45:12 Like, let people self-sell themself on the thing you sell. But that... Yes, but that doesn't happen until you have conversations, and this is what leads do. This is why I love putting out content, 'cause when you put out content, you initiate conversation, and it gives people something to talk about. But a lot of it is just listening. It's like-

Calum Johnson 45:35 Mm

Omar Eltakrori 45:35 ... which most, most people who teach sales will say, like, first step to great sales is to, like, just listen, because they're giving you ammo. They're literally giving you the words to use. And w- what's funny is most of the time, people will make content or create a business out of their, you know, internal, like w- from their heart and soul.

Calum Johnson 46:00 Heart and soul.

Omar Eltakrori 46:01 Rather than start your business from their frustration, from their pain points, like you said. But y- but I love that you used the word unique. So, like, their unique pain points, and that's the thing. If you helped a high schooler build a livestream setup, same l- level of work, and then you help an entrepreneur build a livestream setup, which one will pay more? An entrepreneur, 'cause they have more money? Yeah, but more importantly because of what it will do for them. They know what it can do for them. So in many ways, they're just more of a sophisticated buyer. And so Alex does this thing wh- he says, "If you wanna make money, just sell to the rich or solve rich people's problems."

Calum Johnson 46:52 Mm.

Omar Eltakrori 46:53 I think a better way to say that is simply, "If you wanna make more money, solve a more sophisticated problem." And, and a sophisticated prop- problem is simply the person you're serving.

Calum Johnson 47:05 Mm.

Omar Eltakrori 47:05 So y- I mean, let's just take it to, like, its core. If you were gonna c- wash cars, are you gonna go in a gated community where in V- here in Las Vegas, like The Ridges or Red Rock Country Club, and start asking people if they would like their car cleaned? Or are you gonna go to East Side Vegas, which already by saying East Side Vegas, people are like, "No, don't do that."

Calum Johnson 47:27 [laughs]

Omar Eltakrori 47:29 It- it's, it's a, it's a more sophisticated problem to clean somebody's car because people in East Vegas are gonna go through a car wash-

Calum Johnson 47:37 Mm-hmm

Omar Eltakrori 47:37 ... at the gas station. People in Summerlin, they're gonna-- they're g- they work from home.

Calum Johnson 47:42 Mm.

Omar Eltakrori 47:43 They don't wanna wash their car. So wash their car.

Calum Johnson 47:47 Mm.

Omar Eltakrori 47:48 You know? So, like, it, it's sophistication more than it is just rich. It's just when you c- and then when you get better at communicating what your solution does for a person, uh, it's when you make more money. Again, going back to the beginning of this conversation, when you use different words, you make different kinds of money.

Calum Johnson 48:09 Mm.

Omar Eltakrori 48:09 And so, yeah. Yeah, I, I would say let the conversations... And just be hyper-aware, dude. I, I-- that's why I love talking.

Calum Johnson 48:18 Mm.

Omar Eltakrori 48:18 That's why I love yapping, bro.

Calum Johnson 48:19 [laughs]

Omar Eltakrori 48:19 'Cause the more, the more conversations, um, the more inspiration I get for my content, and the more-- I like to call it copy or, you know-- I, 'cause I, I train-- I don't train, I, I teach how to, um, take your conversations and create copy or content from it. And this is where you separate yourself, 'cause who can tell that story?

Calum Johnson 48:44 Mm. What's unique.

Omar Eltakrori 48:45 What's unique.

Calum Johnson 48:46 Mm.

Omar Eltakrori 48:46 So, uh, my friend Neil Dingra will say, "The greatest marketers say one thing a thousand different ways." Amateur marketers, amateur content creators say a thou- a thousand different things-

Calum Johnson 49:00 Mm

Omar Eltakrori 49:00 ... one way. And then you're just like, "I don't know why no one's, you know, connecting with my audience or, you know, my, my content." And it's like, it's because you're tr- 'cause you're saying nothing by saying everything.

Calum Johnson 49:11 Mm.

Omar Eltakrori 49:12 So get really good at saying one thing, you know? Um, and that, that, that's a constant sharpening you need over time.

Calum Johnson 49:21 You know what? So you, um... And I, and I heard you say this in a video. So, so two lead magnets that I've heard you mention. One is, is just what you said with the reel, that thousands of people signed up off that one reel. And then the other one, I heard you say in a video, you mentioned you had, um, you did, like, a gear checklist.

Omar Eltakrori 49:38 Yeah

Calum Johnson 49:38 Like, a production gear

Calum Johnson 49:40 checklist.

Omar Eltakrori 49:40 It's, like, everything I use to produce my podcast-

Calum Johnson 49:42 Yeah

Omar Eltakrori 49:42 ... which people pay me 30 grand to do for.

Calum Johnson 49:46 Mm.

Omar Eltakrori 49:46 Which I don't do anymore, by the way. Like, people would pay me $30,000 for one day.

Calum Johnson 49:50 Yeah.

Omar Eltakrori 49:51 And you can have the list for free.

Calum Johnson 49:53 Mm. It started with the gear checklist. And so my question to you, though, is you understand the customer, and you mentioned it earlier, you understand your audience and who you're serving. You understand their pain points. How do you take that information, and I'm thinking specifically about the person at home that's, like, thinking about their customer, and it wants to make that final step of, like, okay, but what is the lead magnet that I produce-

Omar Eltakrori 50:20 So good

Calum Johnson 50:20 ... after understanding their pain point and who they are? How do you come to the decision it's the gear checklist, it's the reel, it's the... Like, how do you come to that?

Omar Eltakrori 50:30 Well, first you could have 100 lead magnets. Let's, let's boil down all a lead magnet is. A lead magnet could be an email you send in response for somebody's email. I don't wanna make it, like, more than... When I say... By the way, let's just make this very clear. The gear list is a Google Sheets document. It is not sitting on some weird website.

Calum Johnson 50:53 [laughs]

Omar Eltakrori 50:53 It's literally a Google Sheets with links on it.

Calum Johnson 50:56 Mm.

Omar Eltakrori 50:56 Right? Um, so a gear list could be a checklist or something like that given in email form. So let's, let's, let's bring it down to that. But I think a good indicator that you have a really good lead magnet is that you're nervous to give that information away.

Calum Johnson 51:11 Mm, that's good.

Omar Eltakrori 51:13 You're like, "Shoot, people pay me for this."

Calum Johnson 51:16 [laughs]

Omar Eltakrori 51:17 But the people who make the most money online are the people who leave the most money on the table, and it's just an exchange in value. If this guy is willing to give me this, I wonder what would happen if I actually exchanged money for something, for, for something.

Calum Johnson 51:35 Mm.

Omar Eltakrori 51:36 That's... Psychologically, that's what's happening in a person's mind. Yeah, I feel like you should be nervous to give it away.

Calum Johnson 51:43 Yeah.

Omar Eltakrori 51:43 So when you... Yeah, if you're identifying, like, what do I make as a lead magnet, I think if you, if you really are patient with the content you're putting out, you could almost make a lead magnet for every YouTube upload.

Calum Johnson 51:54 Mm.

Omar Eltakrori 51:55 Like, why not get the PDF or the b- like, the synopsis or an action steps guide to this podcast episode and just have Chat make it?

Calum Johnson 52:08 Mm.

Omar Eltakrori 52:09 And then kick it out to you as a doc, and then turn it into a PDF. And then, and then every episode people are just, like... Depending on the episode, 'cause you have this episode that's about this topic and s- and some people will watch that. Other people won't watch the AI thing.

Calum Johnson 52:23 Mm.

Omar Eltakrori 52:23 You know? Funny story though, by the way. Yesterday I was in Boise, right?

Calum Johnson 52:26 Yeah.

Omar Eltakrori 52:26 Some guy comes up to me and he's like, "Bro, I love your content." I was like, "Thanks, man." Usually what I get, you know?

Calum Johnson 52:31 Yeah.

Omar Eltakrori 52:32 Appreciate that, dude. Um, he's like, "Yeah, I watched that one conversation you did, you did with that one guy with AI." I was like, "One guy with AI."

Calum Johnson 52:40 [laughs]

Omar Eltakrori 52:41 I don't know if I did a conversation with a guy on AI, unless it was Dan Martell. And he's like, "No, it's not Dan Martell. It's somebody, some other guy." I was like, "Yeah, bro, uh, that wasn't me then."

Calum Johnson 52:51 [laughs]

Omar Eltakrori 52:53 And he's like, "Shoot. Oh, it was Calum Johnson."

Calum Johnson 52:57 [laughs]

Omar Eltakrori 52:58 I was like, "Bro, just 'cause we have beards, you think we look alike?"

Calum Johnson 53:01 Yeah, we have no similar... [laughs]

Omar Eltakrori 53:02 Bro, you're racist, bro. [laughs] No, I'm just messing.

Calum Johnson 53:05 [laughs]

Omar Eltakrori 53:05 Hike, that's what I thought.

Calum Johnson 53:06 [laughs] That's hilarious.

Omar Eltakrori 53:08 I know.

Calum Johnson 53:09 You know what? You said, um... There was something you said on lead magnets and I, and I loved it. I just wanted to give it to people. You said your lead magnet should lead people away from pain. What are the pain points you are leading-

Omar Eltakrori 53:20 Mm

Calum Johnson 53:20 ... people away from? And I just think it's such a great filter. I think the other thing that you said is a great filter as well, which is, like, you should almost be nervous giving it away 'cause it's so much value.

Omar Eltakrori 53:30 Mm-hmm.

Calum Johnson 53:31 But the, your lead magnet should lead people away from pain I think is so good as well.

Omar Eltakrori 53:36 Yeah, 'cause what's the other option is the other option is it to lead people to benefit.

Calum Johnson 53:42 Mm.

Omar Eltakrori 53:42 So I'm, I mean, let's just s- keep you as the example. If we stick with that lead magnet and say it's the community, and everyone who joins the community from this link will get access to this tour of this, that is a pleasure lead magnet.

Calum Johnson 53:58 Mm.

Omar Eltakrori 53:58 But if we talk about a separate conversation we posted in there, and it was purely on the five biggest mistakes I see people make in their, before they hit 100K, that's pain.

Calum Johnson 54:08 Mm.

Omar Eltakrori 54:09 So leading with pain. And, and it's funny because it could be the same, it could be the same thing. It's just the way we package it, right?

Calum Johnson 54:18 Mm.

Omar Eltakrori 54:18 Um, a, a Dan Henry who's, like, a, a, a famous marketer online, he... You can have an offer. A g- a lead magnet is an offer, by the way, let's make that clear, in exchange for usually information. Um, but you can have a must be nice lead magnet, or you can have a I'm bleeding out lead magnet.

Calum Johnson 54:41 Mm.

Omar Eltakrori 54:42 And the reality is, is if you were bleeding out- Do you care about the cost of a Band-Aid or a tourniquet or whatever?

Calum Johnson 54:51 Mm.

Omar Eltakrori 54:51 No. That's why hospitals make [laughs] a lot of money.

Calum Johnson 54:54 Yeah, because you're desperate.

Omar Eltakrori 54:55 Yeah. So a- and a lot of that is just cr- you can, you could psychologically create that simply with words. And, and so when you say make it based off of a pain point, it's just a good way to get people off because they're willing to like, "Oh man, I don't want to make that mistake."

Calum Johnson 55:09 Mm.

Omar Eltakrori 55:10 You know?

Calum Johnson 55:10 It creates an urgency.

Omar Eltakrori 55:11 Yes.

Calum Johnson 55:12 You know, okay, so this is what ChatGPT and I came up step two: create a program, not a course. And this is actually something I, I heard you say in that episode. You said, "Most people want to create a course. I tell them, 'Don't sell a course, sell a program.' People are burnt out from courses. It's really hard to sell a course for more than 300 to $500. But if you can create a program around an end result you can deliver to people, then that will sell." Can, can we just... I, I want to start right in the beginning, the obvious question. What is the difference between a program and a course?

Omar Eltakrori 55:51 A program just sounds more sophisticated.

Calum Johnson 55:53 [laughs]

Omar Eltakrori 55:56 That's literally the biggest reason. Um, but something that does internally turn a course into a program is a two-directional element. So a course really is, in many cases, it's one directional, which I found something about one directional type of content, whether it is courses or YouTube. Because by the way, YouTube's one directional.

Calum Johnson 56:20 Mm.

Omar Eltakrori 56:21 Unless you're doing lives and bringing people on like it's a live show or something, but most people aren't doing that. But YouTube's one directional in the sense that when we make this video, I am not taking 100% of people's contexts in mind. It's f- it's actually biologically impossible. But if we hopped on a Zoom call and I got to unpack your situation by you telling it to me, there's like a lot more value in that because it's, it's, it's-- there's a level of personalization in that.

Calum Johnson 56:53 It's built for you.

Omar Eltakrori 56:54 It's built for you.

Calum Johnson 56:54 The art is built for you.

Omar Eltakrori 56:55 So what I saw o- what I see online is I see that a lot of people are burnt out from courses because they're-- they know themself enough now. I think people are more sophisticated in that if I buy this, I'm not going to go through it. Um, and so when I say a program, it also creates an unlimited creativity in a person's mind to create something that would really be so valuable. My friend Richmond Din would say, "Don't charge what you're worth. Don't charge-- Your program should not be what it's worth. It should be way less than what it's worth, and that's why people will buy it." So when, when, when I say that, I mean like you-- creating a program, dude, whatever it is. Is it, is it 10 videos? Is it five videos? Is it a monthly call? Is it for a call once a week? Is it a call once a day? I know my friend David Chance, he does a call every day for his morning meetup.

Calum Johnson 57:57 Mm.

Omar Eltakrori 57:58 And then is it an in-person element? They-- You get to create it based on how you can get somebody that outcome, and that's why I love, you know, getting in rooms where people break my beliefs and create new beliefs about how people are always paying for time, right? Like they're not paying for more stuff. They're paying for more time back. So and this, th- this, um, was-- is such a funny story. So when I joined Myron's program, uh, initially it was 55K, and then I did it again, so I've given homeboy 110 grand. [laughs]

Calum Johnson 58:36 [laughs]

Omar Eltakrori 58:37 Um, investing in myself though through him. I had a, I had a limiting belief, and that was, "Myron, if I charge more, doesn't that mean I have to include more?"

Calum Johnson 58:50 Mm. I think most people would think that. I would think that.

Omar Eltakrori 58:53 Most people would think that.

Calum Johnson 58:54 Yeah.

Omar Eltakrori 58:57 But he's saying, "No, because you charge more, you don't have to include more." Bro, what? And he broke this down and it-- and, and I get it. It's, "Hey, I got this program. I'll teach you how to make a million dollars. It costs $10,000. Would you like more information about it?"

Calum Johnson 59:19 Mm. Yeah.

Omar Eltakrori 59:20 "Okay, cool. Yeah, it comes with 100 videos, 100-page download PDF, and 100 audio files. Go through those and you'll learn how to make a million. I have this other program. It's $25,000. It'll teach you how to make a million. There's one video, one audio file, and one download- downloadable PDF. Which one would you like?"

Calum Johnson 59:42 Mm. The one that's gonna have spend less time. It's quicker.

Omar Eltakrori 59:47 Yeah. And, and we get this from-- we get this psychology from plastic surgery.

Calum Johnson 59:52 Mm. Explain more.

Omar Eltakrori 59:54 Because if I want to get the body of my dreams, I could either do a $15 a month membership to the gym down the road and go hard for two and a half years. Maybe not that long. Hope- hopefully I can get it in like a year. [laughs] Or I can go to the plastic surgeon and pay for Drake's BBL ass. [laughs]

Calum Johnson 1:00:20 [laughs] That's actually so true. Yeah.

Omar Eltakrori 1:00:23 Why are people getting plastic surgery? [snaps fingers] 'Cause it's speed.

Calum Johnson 1:00:28 Mm. They'll pay six figures for that.

Omar Eltakrori 1:00:30 Yeah. And it's more.

Calum Johnson 1:00:32 Mm.

Omar Eltakrori 1:00:33 So it's, it, it's a mental thing. And, and here's the crazy thing. You don't want people who, who want this. You don't want to serve those people. And I'll tell you why. It's because people who want things for cheap and people who want things free always want the most.

Calum Johnson 1:00:52 Mm.

Omar Eltakrori 1:00:53 They don't even know what they want. "I just, I just went in and logged in. There's only one video." Like, that's not the person you're serving. You're serving the person that's like a Dan Martell, "Can I get an hour of your time? I just need one nugget and I can go make $100 million." Alex Hormozi, "I paid Grant Cardone 120 grand for four Zoom calls. I haven't even used them all up. I already got what I needed." Like, that's the type of person. But, but we all need to, like, change our thinking and our beliefs in that and become better at learning, honestly.

Calum Johnson 1:01:26 Mm.

Omar Eltakrori 1:01:26 Now, there's a whole nother side of things. If I never even told you what it was about, there's this whole thing called perceived value, meaning if I have something that's 1,000 and something that's 25,000 and it's still coming from Omar, which one do you want?

Calum Johnson 1:01:42 Mm.

Omar Eltakrori 1:01:43 I don't have to tell you what it is. Just which one you want?

Calum Johnson 1:01:45 Mm. The one that's, seems more valuable. You know what, one of the things that you, you mentioned it earlier, you made $720,000 in a day, and the context that I know is that, like, that really... Obviously, there's, there's a program there, but it started with your Content to Cash Challenge.

Omar Eltakrori 1:02:03 Mm-hmm.

Calum Johnson 1:02:03 And so I think that this will be-

Omar Eltakrori 1:02:05 Mm

Calum Johnson 1:02:05 ... helpful for people because, like, what you just shared, it conveys the value of having a program.

Omar Eltakrori 1:02:12 Yeah.

Calum Johnson 1:02:13 The next question is the obvious question, is, okay, how do I take whatever my expertise is and go about designing a program, and not just any program, something that people actually want-

Omar Eltakrori 1:02:29 Yeah

Calum Johnson 1:02:30 ... and will pay for? And so maybe you can take us behind the scenes for a second.

Omar Eltakrori 1:02:35 Oh, dude. Let's open up-

Calum Johnson 1:02:36 What is- how do you go about designing this program that resonates with people to such a degree that further down the line you can make $720,000 in 24 hours?

Omar Eltakrori 1:02:50 It's great. Well, the first thing that I don't wanna overlook is when it comes to selling something, you have to consider the context or the mind state, mind frame, thought process a person is in when they're told the offer.

Calum Johnson 1:03:11 Hmm. Teach me more.

Omar Eltakrori 1:03:13 Okay. If I tried-- If I sell my coaching on YouTube, I'd get some people to sign up for it. But the people aren't in the context to buy when they're watching on YouTube. This is why the biggest misconception on social media and YouTube is that if I make content, I will get paid. No, nobody woke up today thinking about buying something from you, Calum. I'm so sorry.

Calum Johnson 1:03:46 Damn, that hurts.

Omar Eltakrori 1:03:47 Yeah, I'm sorry.

Calum Johnson 1:03:48 [laughs]

Omar Eltakrori 1:03:50 So we have to create a context that creates the feeling in a person to desire to buy.

Calum Johnson 1:04:02 Mm.

Omar Eltakrori 1:04:03 This is why Daniel Priestley, he has his assessment. When you're filling out the assessment, you're moving toward the solution for the problem you have as you fill out the assessment.

Calum Johnson 1:04:17 Mm.

Omar Eltakrori 1:04:18 And then what happens? You hop on a call with somebody in whatever business and says, "Hey, tell..." "Looking at your file, it looks like..." Now, now we're in a context where I could tell you this $5,000 offer based on your problem, and there's context, and the context that's giving, being given is on a call. This is the same, bro. It is the exact same psychology when we go to the mall. Like, when you-- which nobody does anymore, so this is the worst illustration. [laughs] When you go to a mall or a store, you put yourself in a context for the store to create a feeling in you to buy something.

Calum Johnson 1:05:01 Mm.

Omar Eltakrori 1:05:02 I remember one time... Me and my wife, we like going to the mall and walk around. It's the worst thing to do as something to kill time.

Calum Johnson 1:05:09 Yeah.

Omar Eltakrori 1:05:10 And I remember going to Neiman Marcus. I'm, well, I'm just walking around. I see this mannequin, and I don't even shop like this, bro. There's a leather jacket on a mannequin that literally caught my eye.

Calum Johnson 1:05:22 [laughs]

Omar Eltakrori 1:05:23 And it was underneath the Tom Ford section-

Calum Johnson 1:05:27 Mm

Omar Eltakrori 1:05:27 ... in Neiman Marcus. I thought to myself, "Bro, how much does this Tom Ford leather jacket cost?"

Calum Johnson 1:05:33 [laughs]

Omar Eltakrori 1:05:35 And so I walk up, I look at the tag behind the thing, and it says $9,000. Price cut, $5,000.

Calum Johnson 1:05:47 Mm.

Omar Eltakrori 1:05:48 Price cut-

Calum Johnson 1:05:49 [laughs]

Omar Eltakrori 1:05:51 ... $2,000. Really, I think it was like 100, 19- like 1,900 from $9,000. I said, "Bro." I, I shoulder tapped an associate and I was like, "Hey, just, hey, just looking at this. Is this correctly priced?" He's like, "Interesting." He's like, "I think it was supposed to be shipped back." "Can I try it on?" He's like, "Bro, go for it."

Calum Johnson 1:06:15 [laughs]

Omar Eltakrori 1:06:16 You already know [laughs] the end of the story.

Calum Johnson 1:06:19 It's in your wardrobe right now. [laughs]

Omar Eltakrori 1:06:20 It is in my wardrobe, and it, it fit so perfect, and I was like, "I can't not buy it." I did not walk into Neiman Mar- Marcus looking for a leather jacket.

Calum Johnson 1:06:28 Mm-hmm.

Omar Eltakrori 1:06:30 The principle still applies online. So being very transparent in this, the Content to Cash Challenge is one of the worst offers I have for me. It's just, it's $200 and you get to ask me a question, and you're in the room of other people who paid $200 or $400 or $500, depending on whenever you're watching this, and you get to, you get to pick my brain for 200 bucks. That's the worst offer in the world. But it creates in people a feeling to buy. And where the reality is, I don't want to sell to everybody. My, my inner circle offer is not for everybody. There was only one Tom Ford jacket that fit me perfectly.

Calum Johnson 1:07:23 Mm.

Omar Eltakrori 1:07:24 If another chubby guy tried to try it on [laughs] it wouldn't have fit as good, right?

Calum Johnson 1:07:29 Mm.

Omar Eltakrori 1:07:29 And so that's something people need to know.

Calum Johnson 1:07:33 Mm.

Omar Eltakrori 1:07:33 They need to know ... 'Cause I asked Russell Brunson yesterday, I was like, "How do you sell a million dollar offer, bro?" He sold two recently. He's like, "I had a, I had a, a two-day work event or a two-day workshop people paid 25K to be at. And then at the end of it, I said, 'Hey, if any of you guys want us to do this for you, it's a million dollars. Who wants it?'" He said two people took it. They were in the context. And, and that context is designed, if you're in the right place in your journey, that like, "Oh, yeah, this is my time."

Calum Johnson 1:08:08 Mm-hmm.

Omar Eltakrori 1:08:08 "It's my time to go to the next level. It's my time to take my business to the next level, my brand." And so those are the people, you know, espec- especially vetting them. We don't, you know, wanna just take everybody. Um, and so that's how.

Calum Johnson 1:08:21 Yeah. You know, I just, I just had like a, an epiphany, like light bulb moment, which is, you know, right in the beginning of this conversation, you and I were talking about, um, well, like the, the failure that I had with selling, and then also the failure that you had with selling. And this thing that we've said several times, which is you put your heart and soul into this product and brand. And here's one thing that I know for myself and for most people that are listening right now as well. A lot of the times in the beginning, we're a little bit uncomfortable selling as well.

Omar Eltakrori 1:08:53 Oh, agreed.

Calum Johnson 1:08:53 So there's two dynamics at play. We've put our heart and soul into this product, and we've like obsessed about this thing in a vacuum for weeks, sometimes months, sometimes years.

Omar Eltakrori 1:09:04 Yep.

Calum Johnson 1:09:04 And then we finally build up enough courage to take this to the marketplace and hit Launch to this is now live on Instagram or whatever the thing is, Twitter, LinkedIn, wherever we're, the platform we've chosen, the platform of the day. We hit Go Live. And then these people who are scrolling their feed ... And, and it's like when you talk about the feeling, it like clicked for me. And, and even when you gave the example of Neiman Marcus, it clicked. Which is like the whole experience while you're there, and this is what I guess the, the experienced marketer or the master marketer is doing, they're just giving you these little nudges-

Omar Eltakrori 1:09:44 Oh, just-

Calum Johnson 1:09:44 ... that are driving you 1% closer to the checkout.

Omar Eltakrori 1:09:49 Mm.

Calum Johnson 1:09:49 And if you contrast that with the amateur or the beginner or what you and I were doing in the beginning, it's we put this thing out and we put so much into it, and we're like, "Please just buy. Th- this is the only time you've ever heard of it. Buy now." And we're trying to take you from not even step one, like step zero, all the way to the end. Neiman Marcus, they're just gently nudging you along at each point in time-

Omar Eltakrori 1:10:16 Mm-hmm

Calum Johnson 1:10:17 ... until you get to that point when you buy.

Omar Eltakrori 1:10:19 Yeah, they're great. They're-

Calum Johnson 1:10:20 And the, the feeling though, I want people to hear that, like the feeling is so important in that ultimate buying decision. Same product, same thing at the end of it. But they gave you that feeling on the way.

Omar Eltakrori 1:10:35 People do things for one reason and one reason only: because they feel like it.

Calum Johnson 1:10:43 Mm.

Omar Eltakrori 1:10:46 So the goal is never to get somebody to buy. The goal is to get people to feel like buying. Focus on the feelings and everything will change. This is ... And if you, if, if we wanna keep it in the, the, the luxury market, luxury stores have different feelings. You walk into a, a nice store like a Rolex, and they're like, "Would you like anything to drink?" They don't even have watches for sale.

Calum Johnson 1:11:22 [laughs]

Omar Eltakrori 1:11:22 And they're giving ... That's, that's adding, that ... They're giving you value. They're making you feel like, whoa, this is ... They're, they're ... All of this is psychological. "Oh, you like that watch? Get on the wait list." Lead magnet. They got your information. They got your d- They, they rai- You raised your hand and said, "I would like to buy this before it's ready." So if we're thinking in like online business terms, what are you doing to let people know that are? Have you ... That's, that's why I, I love this. Uh, everything will change when you start building

Omar Eltakrori 1:12:00 this way. It's number one, and I learned this a lot from Neil Dingra. He put some words to it, is number one, build it in public. Don't go into the basement and record that course. Don't do that thing in your head. Literally put it out there. Create that course or program with people you may know or not know that would like to be a part of that process. So this is like, "Hey, I'm working on this. If you would like to learn more and be a part of it, uh, you would be my founders. You would have special pricing for life," whatever, whatever, whatever. So like, "You know, I'm working on... I'm actually going through the process of picking T-shirts. If you wanna help me pick a T-shirt, comment your email list and I'll get you into my T-shirt pickers," whatever. [laughs] I don't, don't use that word, that phrase.

Calum Johnson 1:12:52 [laughs]

Omar Eltakrori 1:12:53 But now they're a part of doing it with you. You're still doing it. Is there a high likelihood that everyone that was a part of picking the shirt would buy the shirt or buy the thing or w- the program you created would stay in it? There's a high likelihood. And, and so it's build it in public. And then another thing I love what Neil teaches is just sell the next step. That's it. You're, you're only selling the next step. So I don't... I probably have left millions of dollars on the table not having a application to work with me on my podcast, straight up, and then I'm probably add it at some point because I, you know, maybe it's time to go there. But that's why it's very important when you hear podcasts like this, everybody, or watch it, consider your season. Like, there's some times I'll say something that it might be outside of your season, you know? And I think-

Calum Johnson 1:13:47 Context matters

Omar Eltakrori 1:13:48 ... it's so important. That's why, that's why I love a program [laughs] you know? But, um, but yeah, it's, it's just sell the next step. So the next step is after this, hop into the community and get that tour of Omar's studio, which used to be a church, which one of the... This is a crazy gem. I can't believe I'm sharing this publicly. Dude, if you want a space, if you're a business owner, get an old church. You'll have a space to hold small events, and you'll have rooms to have as studios and offices. Congratulations. I can't believe I just gave that away. Because at some point, all the churches are gonna be taken up by business owners. But that's what this is.

Calum Johnson 1:14:39 Mm.

Omar Eltakrori 1:14:40 It, it was a church, but sell the next step, build it in public. Give yourself permission. Maybe don't give yourself permission because you haven't and you won't do that. Let me give you permission. You have permission to tell people what you're building and what you're working on and actually let them in now.

Calum Johnson 1:14:55 Mm.

Omar Eltakrori 1:14:55 And so whatever we're doing, whatever we're building, whatever you're working on, whatever podcast is in, whatever YouTube channel, like just y- number one, start, but two, build in public. Invite people into the process. And, uh, but you know where we get this thinking, by the way, that it must be privately built and then presented perfectly?

Calum Johnson 1:15:14 Mm.

Omar Eltakrori 1:15:16 We get this from the, uh... I was trying to find my iPhone, but Art took it. Uh, we get this from physical products.

Calum Johnson 1:15:23 Mm.

Omar Eltakrori 1:15:24 Because Apple, in the back end, will perfect a phone and then release it at a presentation.

Calum Johnson 1:15:34 Yeah, they just did it with the, what is it? iPhone 17.

Omar Eltakrori 1:15:35 17.

Calum Johnson 1:15:36 Yeah.

Omar Eltakrori 1:15:36 So that released yesterday. Here's what entrepreneurs need to know about the newest iPhone release. It's the 17th iPhone. We've given Apple 17 iterations to get something right, and we still buy from it year after year. Why are we trying to perfect the first version of whatever we're trying to sell?

Calum Johnson 1:16:04 Mm.

Omar Eltakrori 1:16:10 Put it out there and iterate.

Calum Johnson 1:16:13 Mm.

Omar Eltakrori 1:16:14 Let people test it and break it and try it and then iterate and then iterate, and then before you know it, you'll be 20 years of iteration and you'll have the greatest product in the world.

Calum Johnson 1:16:25 Mm.

Omar Eltakrori 1:16:26 But you can't have the greatest product in the world without iteration and without testing. So I guess, you know, Neil would say build it in public. I would say test it in public.

Calum Johnson 1:16:38 Mm. You know, I love the, the point, and I, and I wanted to, I wanted to double-click on this because I think it's gonna be so valuable for people. When you said just sell the next step, and I want to keep going back to that, that human-

Omar Eltakrori 1:16:53 Mm

Calum Johnson 1:16:53 ... that I was in the T-shirt brand, which is we put our heart and soul into this thing, and here's what happens when you put your heart and soul into something. Someone shows like a modicum of interest in your thing. They're like, they, they like the thing or they're like, they message you about it. All of a sudden you're like, "Okay, I need to go for the big, the home run hit, the big sale right now." And I love that, that idea of actually just get them to the next step in that, in that process. Just get them a little bit closer. Like when you walked into Neiman Marcus, it wasn't like you saw the jacket and then instantly a salesperson's like, "You want to buy it?"

Omar Eltakrori 1:17:29 No.

Calum Johnson 1:17:31 And it goes into, um, [smacks lips] step three that ChatGPT and I ha- came up with based on your video, which is price with conviction and sell in the right environment. Charge what it's worth and sell in focus settings. I think the example you gave in the video was calls or webinars. But keep iterating until your offer becomes irresistible.

Omar Eltakrori 1:17:54 Mm. Yeah. Well, and that's funny. I'm glad I jumped ahead a little bit because it sounds like I was talking about the vehicle or the, the, the context in which somebody hears the next step-

Calum Johnson 1:18:04 Mm

Omar Eltakrori 1:18:05 ... um, and considering that. But as far as pricing goes, which is a huge thing, because everyone wants to charge a lot. They don't know how to charge a lot. They don't know how this person can charge more for the same thing than this person, and this is what I call conviction-based pricing. If you can't say your price, and then there's al- there's actually two camps to this. You have one camp saying, "No, s- say your price scared. Just say it and, and then don't open up your eyes-"

Calum Johnson 1:18:40 Yeah

Omar Eltakrori 1:18:41 ... "and just wait for their answer." And then the other peop- the other person's like where, where I'm at, which is just charge what you feel like is... Because I actually, I will fix something I said wrong-

Calum Johnson 1:18:51 Mm

Omar Eltakrori 1:18:52 ... whi- which was charge your worth.

Calum Johnson 1:18:55 Mm.

Omar Eltakrori 1:18:55 No, uh, no.

Calum Johnson 1:18:56 Charge what you think it's worth.

Omar Eltakrori 1:18:57 What- charge what you think it's worth. No. Charge way under than what you think it's worth.

Calum Johnson 1:19:02 Why do you say that?

Omar Eltakrori 1:19:04 Because you'll sell it with more conviction.

Calum Johnson 1:19:07 Mm.

Omar Eltakrori 1:19:08 My, my $25,000 coaching is legit a steal, and people will call me crazy And that's okay. But I didn't always-- I wasn't always there. I started at five, no one jumped. Then I dropped it to two, and then I got 50 people to jump. And then, and then-- But now I tell people I used to charge two grand for a year of coaching, and they're like, "Frick."

Calum Johnson 1:19:36 [laughs]

Omar Eltakrori 1:19:37 Isn't that funny? But when I say conviction-based, right, conviction-based pricing, you should feel confident in it, in its value, that the w- when you say it, there's, there's-- the tone in what you're saying as far as the price goes is like, "Bro, this, he's either the best liar in the world or he really does believe that the value you get from this thing is 10X."

Calum Johnson 1:20:03 Mm-hmm.

Omar Eltakrori 1:20:04 Um, yeah, literally there's a guy in my program, bro, I, I kid you not, his name's Alan Gonzalez. He's a loan officer in Miami. You can look him up. He's a real human being. [laughs] And he joined the program, and he actually built out a space for him to create content and then to serve the market, like to serve other o- you know, real estate professionals and stuff. And a real estate group per- you know, went up, went up to him and said, "Hey, what would it look like if we just partnered?" Fast-forward, long story short, because Alan ran the play, he got a 100K-a-month contract.

Calum Johnson 1:20:43 Mm.

Omar Eltakrori 1:20:44 And all he did was pay me 25K. Who got the short end of the stick?

Calum Johnson 1:20:49 Mm.

Omar Eltakrori 1:20:51 That's, you know... But I love what I do. It's, it's way worth-- It's way less than what it's worth. So that's, that's, that's why when I say convic- I c- let's for the sake of this podcast change the word to belief-based pricing.

Calum Johnson 1:21:10 I like that, belief-based pricing.

Omar Eltakrori 1:21:12 Because until you grow in your belief about it is how you'll be able to charge more.

Calum Johnson 1:21:22 Mm.

Omar Eltakrori 1:21:23 So but where do you get belief? I want to believe more about what I do. Well, you get belief from proving it and-

Calum Johnson 1:21:30 From evidence

Omar Eltakrori 1:21:31 ... from evidence. That's part of, part of like the perfect launch, the reason why it's a re- recipe for disaster is 'cause you don't have the evidence, so that's why you're scared.

Calum Johnson 1:21:40 Mm.

Omar Eltakrori 1:21:40 That's why you're like, "Oh, I don't know. Yeah, here you go." And-

Calum Johnson 1:21:43 And you should be scared because you have no evidence.

Omar Eltakrori 1:21:45 Yeah. That's why you should just let it go and l- open it up right now while it's not even ready, 'cause it won't ever be ready. It'll be iterated. Um, but I say all that to say you get belief from either building it, which is the longer route. You build belief brick by brick, um, you know, experience by experience, book by book, podcast by podcast. Or you can buy belief. You can actually buy it. What-- Like when I paid Myron $55,000, it gave me the belief that I could charge more 'cause I was willing to-- I-- But that's what I-- What, what literally happened is I bought belief in that moment. The m- and that moment is when it happened. Um, and then the, the, the third way is to borrow belief.

Calum Johnson 1:22:43 Mm.

Omar Eltakrori 1:22:43 You can actually borrow the belief from other people. I don't know if you get a sense that like I actually believe in certain things that you might not have belief for yourself for-

Calum Johnson 1:22:52 Mm

Omar Eltakrori 1:22:52 ... like even as we were driving here.

Calum Johnson 1:22:53 Mm. You know what? We just went through, we went through the steps, and I just want to make it so real and so clear for people because after they listen to this episode, I want someone to go and take action from doing it. And so for that human being, they're watching this at home right now, and like I mentioned earlier, they've never sold a dollar online, and there's been a few things that have become clear to them over listening to what you and I have been talking about. And so the lead magnet, and then we talked about, uh, almost like those nudges that you give people, those strategic nudges that you give them towards getting to the end of the purchasing journey. I'm curious, if you were-- And taking into account obviously everyone's context-

Omar Eltakrori 1:23:47 Yeah

Calum Johnson 1:23:47 ... is different, but what is almost like the simple, I don't want to call it a funnel, but almost a simple steps in a process. Like it starts with the lead magnet, then where does it go next? Where does it go next-

Omar Eltakrori 1:24:03 Yeah

Calum Johnson 1:24:03 ... that you can see someone could make, they could make $100,000 off this offer if they just had this journey mapped out.

Omar Eltakrori 1:24:12 Yeah.

Calum Johnson 1:24:13 Where would you, I don't like to say advise, where would you say like start with this simple process-

Omar Eltakrori 1:24:21 100. I'll break it down

Calum Johnson 1:24:22 ... that will get you there?

Omar Eltakrori 1:24:22 Yeah. By the way, it's very funny that you were like, you know, you see me as like the offer guy, offers guy. But the funny thing about that is like, bro, I've only had one offer really.

Calum Johnson 1:24:33 Mm.

Omar Eltakrori 1:24:33 Like yes, there's multiple as like ancillary, but I mean like, bro, it's content, challenge, coaching with Omar. That's literally it. And just now I'm starting to expand different, uh, verticals. Um, the reality is, is people already have leads because your leads are in your phone book. So the first question you want to ask yourself is: What can I do for the people in my phone book? Now, I'm not asking you what can you-- how you could turn your passion into profit and leverage people to do that. That's not what I'm saying. I'm saying, what can you do? I would, I, I would say And something that's just coming to mind is if you know any business owners in your smartphone, Androids, it doesn't work for you. [laughs] I'm just... That's a joke. Uh, uh, okay. If you have business owners in your smartphone or on your, in your contacts of your phone, you have leads. They're probably warm leads-

Calum Johnson 1:25:49 Mm

Omar Eltakrori 1:25:49 ... meaning they know you. Maybe they follow you on platforms. Whether you're consistent or not consistent, whether you're posting the right stuff or the wrong stuff, they, they know you exist 'cause you obviously gave them, they gave them, they gave you their number. And text those people with something you can help them with. Like, and let, l- let's say I'm the example. Let's say I'm in your phone book. What could you text me? "Hey, Omar, are you looking for a nanny?" 'Cause before you get to $100,000, it's gotta be proven. All right? We, we need the testimonials. We need the... 'Cause yeah, you're, you're not gonna get to 100 unless you, like, in your mind want to really build something, you know, sorta significant. So, "Hey, Omar, anybody you know getting married that needs photos or video? Hey, Omar, you know anybody in your real estate group, you know, who needs photo or video? Hey, Omar, how's, how's your wife doing? Is she, is, is she overwhelmed? Could she use a nanny? Could she... Do you guys need your house cleaned? Uh, do you need your car cleaned?"

Calum Johnson 1:26:57 Mm.

Omar Eltakrori 1:26:57 "Do you need your windows cleaned? Do you need someone to cook your meals for you? Do you need a fitness plan? Do you need..." Obviously people are like, "Yeah, bro, get a fitness plan."

Calum Johnson 1:27:07 Mm.

Omar Eltakrori 1:27:08 No, I'm just kidding. I, I actually lost 30 pounds in the last like 2.5 months.

Calum Johnson 1:27:11 [laughs]

Omar Eltakrori 1:27:13 Um, yeah. No, do you see how understanding the person you're gonna text, who... And I say business owners 'cause there's a, there's a higher chance that they might have resource-

Calum Johnson 1:27:23 A problem. Resources-

Omar Eltakrori 1:27:24 Yeah

Calum Johnson 1:27:24 ... and they have problems.

Omar Eltakrori 1:27:25 Right. Um, and that w- when, when somebody comes to me or texts me with something that they can help me with, dude, it's like a weight lifted off my shoulders. This is why business is beautiful, because business is service. And so legit. But okay, we're going in our phonebook, we're looking for people who are business owners, and we are asking them if there's anything they need help with in regards to something or if there's anyone they know in regards to something. If you can't do that part, you're not worth the $100,000.

Calum Johnson 1:28:09 Mm-hmm.

Omar Eltakrori 1:28:11 Like, if y- if you're not even willing to start a conversation to get more insight, l- and let's just go down there. "Hey, I saw that your, you know, the, the real estate market's starting to go up. Would you... Do you need some more content? S- And I'll post it for you. We'll shoot once a week or once a month, and I'll, I'll do it all." "Oh, I already have a person." "Sweet. Who are they? How much do you pay them and what do you get? Do they, are they doing a good job? What, what would you wish they can do better?"

Calum Johnson 1:28:45 Mm.

Omar Eltakrori 1:28:46 I'm just having a conversation.

Calum Johnson 1:28:47 It's the nudges that we spoke about.

Omar Eltakrori 1:28:48 The nudges. Boom, boom, boom. Uh, and then it's like, "Let's hop on a call." And again, on that phone call, shut up.

Calum Johnson 1:28:56 [laughs]

Omar Eltakrori 1:28:57 Let them talk. And if you can give them an offer that they can't refuse, maybe in this season it's in exchange for a testimonial. Maybe in this season it's, it's to prove you know what you're doing and that you're good at what you do. Um, go to the next step. Like, so contact, phonebook, text message, hop on a call, provide the service, keep them on forever, and then repeat.

Calum Johnson 1:29:29 Mm.

Omar Eltakrori 1:29:29 And then when you hit your limit, now you can start bringing in other help.

Calum Johnson 1:29:35 Mm.

Omar Eltakrori 1:29:36 Me and Art were talking about this guy I see on social right now on Instagram. He's cleaning, like, private jets for, like, 20 grand a day. And then Art was like, "Bro, it still sucks though, because he has to, like, clean the jets." And I was like, "Bro, you can work one day a month and you're in six figures." He's like, "When you think of it that way, it's pretty cool."

Calum Johnson 1:29:55 [laughs]

Omar Eltakrori 1:29:55 But I was like, even then, if homie, and maybe he's watching this, if homie who cleans those jets charges 20 grand and he does it all himself and people buy it for him, what he needs to do is hire somebody to create a proprietary intellectual property of a system that is his system that now that's what people buy, and now he can send other people to do it.

Calum Johnson 1:30:21 Mm.

Omar Eltakrori 1:30:21 And now he doesn't have to do anything.

Calum Johnson 1:30:23 Mm.

Omar Eltakrori 1:30:24 But don't worry about that till you get there.

Calum Johnson 1:30:26 Yeah.

Omar Eltakrori 1:30:26 Your season right now is to just hand-to-hand combat, text message, phone call, increase the amount of conversations you have. Literally, it's just a probability game.

Calum Johnson 1:30:36 Yeah.

Omar Eltakrori 1:30:36 Dude, that's what's so funny. When people... Like, you don't have a business if it's not predictable. If you don't know when your next dollar is coming or how your next dollar is coming, you don't have a business. You have a hobby.

Calum Johnson 1:30:54 Mm.

Omar Eltakrori 1:30:55 Maybe you have a charity.

Omar Eltakrori 1:30:58 But businesses are predictable.

Calum Johnson 1:31:02 Mm.

Omar Eltakrori 1:31:03 You know where the leads come. You know how the leads come. You know how the leads get converted into sales. You know how those converted leads get fulfilled.

Calum Johnson 1:31:13 It's a repeatable system.

Omar Eltakrori 1:31:14 It's repeatable. And then once you see it, it, it's crazy, 'cause then you can see, like, oh, this is just levers. [clicking tongue] So that's why, like... And that's what's low-key scary about the content space, right? In the sense of, like, one algorithm change could ruin it all.

Calum Johnson 1:31:30 And it's wiped out.

Omar Eltakrori 1:31:31 And it's wiped out So that's why I would say most content creators aren't building real businesses, 'cause if, if you're making your money on Google AdSense or unpredictable brand deals, then you-- the-- it's so hard to create predictable systems with that stuff.

Calum Johnson 1:31:55 Mm.

Omar Eltakrori 1:31:55 Um, but how can a content creator create a business? By simply installing something predictable. That's why I'm a fan of sponsoring your own episodes.

Calum Johnson 1:32:07 Mm.

Omar Eltakrori 1:32:07 Like, don't wait for someone to pay you to sponsor on your podcast. Just get yourself paid by sponsoring your podcast with your newsletter, with your free community, with your paid community, with your tier s- whatever, whatever it is. Like, why not s- why not use the digital real estate that you're creating in this window of time to do that?

Calum Johnson 1:32:27 Mm.

Omar Eltakrori 1:32:28 You know? Like-

Calum Johnson 1:32:28 You, you know what's funny, 'cause y- you've mentioned him multiple times, and it reminds me of him, is, um, Myron Golden. So we did, we did an episode about six months. Flew to Tampa, whole experience.

Omar Eltakrori 1:32:40 Yeah.

Calum Johnson 1:32:40 Got dinner with Myron and his wife.

Omar Eltakrori 1:32:42 That's cool.

Calum Johnson 1:32:42 He says to me-- I'm there with my friend who's a videographer, and he says, um, he's like, "I actually don't pay for anything. I don't pay for anything. Just create offers." And it was like this mindset shift of like-- And it reminded me of what you said with the sponsor yourself.

Omar Eltakrori 1:32:58 Mm-hmm.

Calum Johnson 1:32:59 Because I think as, sometimes as, as entrepreneurs, definitely as creatives, we're like, we're waiting for the sponsor to get in our inbox and pay us the-- give us a brand deal. Or like for the, for the algorithm, the audience to love the video so we can get the viewership, and then we can get the AdSense. But it's like he doesn't even think about it like that.

Omar Eltakrori 1:33:19 Mm.

Calum Johnson 1:33:20 Create offers. That's how he pays for things.

Omar Eltakrori 1:33:23 Mm-hmm.

Calum Johnson 1:33:23 And it reminded me of what you said with, with sponsoring yourself.

Omar Eltakrori 1:33:26 100. That's how I got somebody who has 30,000 subscribers and, uh, I'm sorry, 19 subscribers, nine videos, $30,000. And she did it because she made consistent videos, invited the-- of the people that she watched or invited the people that watched her content into a next step or how to reach out, and then one client was like, "I need you." And she w- and, "Well, what'd you sell?" I get it. Everybody's, "What did you..." You care about the stuff rather than, like, the principle of that story. The story is you don't need a big audience to make big money, right? So she did it because she made content specifically about Ohio short-term rentals. Cincinnati, Ohio short-term rental content. Nine videos all on that. One guy's like, "I'm coming to Ohio. I need help." "Cool. Let's hop on a call. Yeah. If you need me to help you do this, it's, it's $5,000." "Okay. Are you-- Can you help me buy the house?" "Yes, I have my real estate license." "Cool." Buys house, uh, $15,000 in, uh, referral or whatever your commission. So now she's at 20. And then it's like, "I need it furnished. I need it designed." "Yeah, that's another 15." Like...

Calum Johnson 1:34:45 Mm. Sell them on the next step is actually just, like, an insanely powerful-- Like, if the people listening can internalize that, like, I'm internalizing it as we speak.

Omar Eltakrori 1:34:55 Great.

Calum Johnson 1:34:56 You can internalize that and apply that principle of just sell them on the next step. Insanely powerful. You know what? I think as, like, entrepreneurs or creatives getting into this, in our most, like, ambitious, delusional state of mind, we think about, like, that million or like, I, I don't, I don't even know-- I don't know your, your background or where you came from, like, from a financial standpoint, but that thing of like, "Man, one day I'd be, like, a millionaire," it's, like, pretty-- it's pretty crazy and surreal. And so I'm curious for you to reflect on that moment of only having-- doing what you're doing now for a couple of years, that moment you hit your first million, two million. I don't know what the number is. But what is that moment? And I'm not talking about Omar the business and the video department and, you know, the LLC, whatever it is. Omar the human being hits whatever that mark was for you. Take me to that moment. What is the feeling?

Omar Eltakrori 1:36:06 It's crazy because I think that's what people think that's gonna happen is a, a feeling's gonna hit. [inhales] But I made-- I accumulated a million over the course of a few years of just having an agency, doing work for Think Media. Like, I made a million in that timeframe. So, I mean, you know, I, I, I think when people even ask that question, they're like, "When it was very clear, a million dollars in revenue."

Calum Johnson 1:36:37 Mm.

Omar Eltakrori 1:36:38 Um, like, I, I-- it hits harder at $100,000. That's all I gotta say. Like, when, when I made-- the year I made my first $100,000, I felt that strong- more strongly than when I made a million, and we're talking about in a year's time.

Calum Johnson 1:36:59 Mm.

Omar Eltakrori 1:37:01 And then after that, I, I imagine that it's, it's just numb from here.

Calum Johnson 1:37:05 Mm.

Omar Eltakrori 1:37:06 So there really isn't anything. Now, the, that figure still is very, um, aspirational, and in November, which at the time I was, I was 33 in November, I, I bought a million dollar house. That was actually a trip. At age 33, with two kids, a beautiful wife, bought a million dollar house. What? Wait, what? 'Cause, 'cause I think when growing up, I didn't, I didn't really- think making a million was like all that sexy. I think having a million-dollar home-

Calum Johnson 1:37:49 Mm

Omar Eltakrori 1:37:49 ... was actually more-

Calum Johnson 1:37:50 Mm

Omar Eltakrori 1:37:51 ... aspirational for me. And so this home was actually more significant than me making a million dollars.

Calum Johnson 1:38:02 Mm.

Omar Eltakrori 1:38:03 And the crazy thing about this, bro, my dad never got to see it.

Calum Johnson 1:38:07 Mm.

Omar Eltakrori 1:38:09 For, you know, just couldn't come to the parties that we were throwing for the kids or whatever. But like I think about that's what my dad wanted. Like, my dad just wanted a baller home to let his kids get raised up in, and that actually excites me more. I love the fact, legit bro, I love the fact that my daughter knows her parents have a lot of money. Like she- I want like the fact that that is like a normalized thought, and I know people might be victim mentality, they say, "Oh, easy for you say." Dude, my mom moved from the Philippines when she was 18, my dad from Saudi Arabia, came here, became citizens, met each other through friends, built this life, San Francisco, moved to Las Vegas, doing the best they could to give us the life they dr- they dreamed of having, and literally that's all parents do.

Calum Johnson 1:39:07 Mm.

Omar Eltakrori 1:39:07 Like literally all parents do, unless you're a crappy parent, innately we want to give the life that w- we didn't get, and I think that's why like millennial parents are unique. But also I'm raising my kids in a world that I won't even know-

Calum Johnson 1:39:34 Mm

Omar Eltakrori 1:39:35 ... you know, when they get older. Bro, the iPods just released, AirPods, they translate in real time.

Calum Johnson 1:39:41 Yeah, I saw that.

Omar Eltakrori 1:39:41 Bro, this is some Bible end times stuff, bro. That's world one l- that's, that's a one language world when we can just wear headphones and have conversations and we're speaking the same language.

Calum Johnson 1:39:53 Mm.

Omar Eltakrori 1:39:55 Um, but yeah, the million-dollar home for my daughter and my son to grow up in, that meant way more than making a million bucks in my business.

Calum Johnson 1:40:05 Mm.

Omar Eltakrori 1:40:05 And honestly the, the funny thing of it, it was October 31st when our offer got accepted of 2023, and I just remember walking and I was like, "Dude..." And it, with Vegas' market it's not even... It's a dope house, it's clean, it's not like w- it's not freaking Neil Dingra's home. [laughs]

Calum Johnson 1:40:26 [laughs]

Omar Eltakrori 1:40:27 No, dude. Um, but no, dude, I mean, I would say that, that was, that moment was like surreal.

Calum Johnson 1:40:32 Mm.

Omar Eltakrori 1:40:32 'Cause it's like the, the craziest thing was because when me and Amanda got married 12 years ago, our first home was $140,000. Our mortgage was $800 and we couldn't afford it because we had someb- we needed somebody to rent out a room. So our mortgage being $800, re- renting out a room for 300, our cost of living being about $500 for our mortgage, and then the down payment for this house was like 150.

Calum Johnson 1:41:04 Mm.

Omar Eltakrori 1:41:04 That's a trip, bro. That in 12 years. I think what people don't realize is it can ha- it's gonna happen quick. Like m- whatever it is you desire, if you focus, serve, stay humble, stay a student, the thing you want will come. Don't, don't force the outcome. I think do what you know you're supposed to do. Trust God with the outcome. I always like to say just focus on being obedient and let God take care of the outcomes, because doing the right thing is always the right thing, and sometimes the right thing is just taking action. And for all the people that I've been blessed to coach and in the future coach, if I never took the step first, they would never get the help they needed most.

Calum Johnson 1:42:05 Mm.

Omar Eltakrori 1:42:05 And so I just hope people do the thing they know they're supposed to do, especially at this point in the conversation.

Calum Johnson 1:42:14 Mm.

Omar Eltakrori 1:42:15 They must have been, they must be going through something to be still here listening or watching, and it's because God has you on a journey, and it's a journey of discovering more of who you are and providing a solution based on your background experiences or whatever and your ability to serve the world with that offer.

Calum Johnson 1:42:44 Mm. Yeah. Omar, man, thank you so much for coming on the show. Thank you so much for, um, creating the space and the time for me to come to Vegas to record this. And it's funny because like coming into this conversation I really just came in with one intention of like I wanted to create so much value for the viewer and the person listening at home. But honestly, I've just taken a lot from this whole experience. So thank you so much for that. And, um, yeah, man, it's co- it's cool because I feel like, uh, we're kind of peers in what we do in terms of like the podcast and content. Um, and I feel fortunate and blessed that I get to, that I get to look to people like you and take inspiration from you. I think I said that even in our pre-call.

Omar Eltakrori 1:43:37 Mm.

Calum Johnson 1:43:38 Take a lot of inspiration from seeing the way that you package things and put things together and put your content out. And then coming here to Vegas and like seeing it all in the flesh as well has given me inspiration and energy that I'm gonna take home to New York. So thank you for the audience, but thank you just for this experience, man.

Omar Eltakrori 1:43:58 Heck yeah, bro.

Calum Johnson 1:43:59 It's been a pleasure.

Omar Eltakrori 1:44:00 Do something with that.

Calum Johnson 1:44:01 Mm.

Omar Eltakrori 1:44:01 That's like, there, there's a grace window for you to do something with that inspiration.

Calum Johnson 1:44:05 Mm.

Omar Eltakrori 1:44:06 And if you don't do something, that inspiration will dwindle, and then it will actually be given to somebody else.

Calum Johnson 1:44:15 Mm.

Omar Eltakrori 1:44:15 But I appreciate you, bro. Blessed by you too.

Calum Johnson 1:44:17 This was awesome, man.

Omar Eltakrori 1:44:18 Yeah.

Calum Johnson 1:44:18 Okay. So if you enjoyed this episode, you're gonna absolutely love what we did with this one right here. Click here