Unbox the Inbox | Email Marketing for Online & Offline Businesses
Gary Redmond founded his Subscription Box business BusterBox.com in 2016 with no prior business experience (and no money).
After failing for many years, he eventually grew it to over $11 Million in total sales, learning exactly what it's like trying to grow a business on limited resources.
This led Gary to try and master the super-powerful and free (but often underappreciated) marketing channel which is email marketing.
Everything you hear on the show is proven, and Gary shares these battle-tested growth hacking strategies so you can implement them in your business right away to make more money.
If you're a beginner, you will get a grounding in the fundamentals of email marketing and how to apply it to get your business off the ground.
For more advanced folks, we'll dive deep into cool and clever hacks you can use to optimise and automate the most critical areas of your business.
This podcast is for entrepreneurs & business owners who want to learn how to use the power of email marketing to acquire, retain and upsell to their customers on autopilot.
Gary will also do his best to entertain and inspire you to create the business and the life of your dreams through your online business.
Topics covered include email marketing, e-commerce, consultant, coach, expert, entrepreneurship, automation, productivity, subscription boxes, advertising & business.
Unbox the Inbox | Email Marketing for Online & Offline Businesses
3 Keys To Building a Freedom Coaching Business (That Doesn't Own You)
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Freedom. It's the reason most of us became coaches in the first place. Yet so many find themselves trapped in a business that demands more time, more hustle, and more personal involvement than they ever imagined.
After an eye-opening conversation with a fellow coach about our ultimate business and lifestyle goals, I realized there's a clear formula for building genuine freedom into your coaching business. It comes down to three critical components that, when properly aligned, create a business you truly own—not one that owns you.
The first component is your offer structure. Most coaches severely undercharge, creating an impossible mathematical equation. If you're charging £200 but want to earn £10,000 monthly, you'll need 50 new clients every month! Instead, create high-ticket offers (£2,000+) or recurring revenue models where you only need 4-5 new clients monthly. Your offer must align with both your income goals and your preferred delivery style. Too many coaches take on responsibilities they hate—like done-for-you services—out of desperation, essentially creating another job for themselves.
The second component is a systematic lead generation approach. Without reliable systems, you'll spend endless hours chasing clients. Whether through optimized content creation, strategic outreach, or email marketing, you need a dependable way to generate conversations with potential clients. Your content should speak directly to your ideal clients, naturally sparking interest and engagement without requiring constant effort.
Finally, the true key to freedom is a sales mechanism that doesn't rely on endless sales calls. This is where most coaches create unnecessary bottlenecks. By crafting a compelling offer document and using email marketing to tell stories and build relationships, you can sell without being chained to your calendar. When potential clients clearly understand your value proposition, many will purchase without needing a call.
Want to transform your coaching business into one that gives you true freedom? Join my free Scalable Coaches community, where I'll show you exactly how I build coaching businesses that run on systems rather than hustle. It's time to create the business—and life—you actually want.
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Welcome back to Unbox the Inbox with me, your host Gary Redmond. On this podcast, you'll learn how to grow your online business using the power of free and mostly automated email marketing, and we'll hopefully have some fun doing it too. I'm a co-founder of BusterBoxcom and also a mentor and coach, helping founders like me and you create their dream life through their online business. So today I wanna talk about freedom. Okay, so I had a pretty interesting call with someone this week and we were shooting the breeze and talking about how to you know the reasons why we got into coaching and how we, how we intend to sort of reach the final destination in our business and in our life, and that's to basically have freedom and location independence, income independence from, obviously like a job and and it got me thinking about you know how you can actually build true freedom in your coaching business. Okay, so I mean, the reason why I got into and why I like this kind of space is obviously you know you can live wherever you want to live. You don't have to be trained to a specific location or trained to a desk and like to define the freedom I guess for me is like the time freedom, the income freedom, and also like the delivery. Okay, so you have the you don't have.
Speaker 1:If you're a coach, usually you generally don't have like a done for you offer, like with an agency model, and you're not kind of tied. Obviously you make guarantees to people but you're not tied to outcomes. Okay, you offer your expertise, okay. So I just want to break down the three components that I believe you must have dialed in if you want the business that gives you freedom and a business that doesn't own you. Okay, that you own the business and you can have the time to actually enjoy your money that you make. Okay. So it's around. Really, the first of all, in my opinion, it starts with the offer. Okay, so the offer has to align with the income you want to make and the delivery style you can actually enjoy. Okay, so you know, don't get into offering, you know, a type of delivery that you don't actually enjoy doing. So, for example, like you know, again, you can take on.
Speaker 1:If you get desperate sometimes for clients, you can end up taking on more responsibility than you generally like to take, whether it's going into like sort of done for you stuff, which I've dabbled with in the past and I kind of hated because I was responsible for a delivery. You know, and when you're responsible for delivery, you kind of end up building a business where you work for someone else, you know. So, even though you might get be definitely be, can be, can be very well paid through that kind of model, for me it just didn't align because I was offering to help people, you know, with their websites and you know, unfortunately, some people you give them an inch and they take a mile. So you know, I was coaching them and I would say, you know, leave it with me and I'll kind of get back to you, trying to be nice. But then, all of a sudden, I was the point to call for someone's website and I was like this is not even part of my deal, like I just try and keep myself away from that kind of coaching model. Ok, so you need to make sure that your offer is aligned with the delivery style you actually want to do, but, more importantly, the income that you want to make. Ok, but more importantly, the income that you want to make, okay, because most coaches end up undercharging, which means they need more clients, which means they need more marketing, which leads to more delivery and more burnout.
Speaker 1:Okay. So I was talking with someone today or the last couple of weeks and I believe that she was way undercharging for her services and I basically said if you want to get to 10k a month and your offer is, you know, a couple of hundred dollars, you're going to need to sell to like 50 people per month to get, like a sign up, 50 new clients per month to get to 10k. And then the offer didn't even have a recurring element. So you're going to have to find another 50 people next month and that's going to be ridiculously difficult to do, whereas if you just had an offer that was 2000, you only need to get five clients per month. Of course it's more difficult to sell something to someone for 2000. But if you solve a big enough problem, 2000 isn't a ridiculous amount of money in this space. So if you ask yourself how much money do you want to earn and how many clients do you realistically want or can serve, and does your offer enable that math, okay, so in my opinion, an offer of a couple of hundred dollars does not really equate to 10 grand a month anytime soon, which is the client, where the client wanted to get to, and you know it was unrealistic to sort of expect that.
Speaker 1:Okay. So you need to make sure, if you want freedom in your coaching business, decide how much money you want to earn and then figure out, like you know, how many clients you need to serve or to sell at your current rates and realize that that's a realistic number. Okay, so, like, realistically for most people, if you're signing, you know, four clients per month, it's probably great. Obviously there's people who sign a lot more and there's people who sign none. Okay. But you know, if you're signing four to five clients per month, or six or seven or eight or nine, depending on your mechanism, which we'll talk about in a bit then that's great. But if they're only worth a couple of hundred quid, it's not great, because it's not really. If it's a recurring offer and you're charging 200 quid per week or 200, even, like you know, 500 per month, that's a different story. Okay, obviously, the lifetime value then of a client, if they stay for six months, is a lot more Okay. So just to make that distinction, okay. But you know there's two ways to kind of achieve 10 grand a month is to either have a relatively high ticket offer and sell a few people, or have a recurring offer where you can sell maybe a few more people, but it stacks month on month. Okay. So the solution for me, as I said, is to raise your prices, building recurring revenue, and make sure that your offer is clear in the outcome that you offer and you can confidently charge these higher prices, okay.
Speaker 1:So the second thing, then, to achieve freedom in your coaching business is have a system, and what I mean by this is a solid lead generation system. So when you're in any sort of coaching business, you're going to spend probably 50% of your time, depending on how big your audience is, but 50% of your time on lead generation and lead flow and the other 50% on delivery. So if you have a system to support that, a lot of your time should be spent on building the system and actually maintaining the system, and so you have a predictable way to generate leads and turn those leads into clients without being glued to your laptop. Okay, now, of course, there's a million different ways that you can generate leads. The four main ones are warm outreach, so reaching out to people that you already know and have a relationship with and ask them if they need help. There's cold outreach, which is could be outbounds, it could be emails, it could be dms. Then you have your content, so you can, you can run, you can, uh, create content and, you know, try and get engagement and basically getting conversations with the people who engage with your content. And you also have advertising, which is the paid ads. Okay, so they're the core four things, like from Alex Hormozy's book, $100 Million Leads. So you can just choose one, okay, like, the most common ones are to do outbound, whether it's DMing people on LinkedIn, instagram, whatever Content is also the most is the one of the most common one.
Speaker 1:One of my favorites is email marketing, okay, which we'll talk about in step three. But you know, if you're, if you're kind of in the zero to 5k a month range, probably the quickest way for you to get clients is to simply optimize your content and your profile and make sure that your content is speaking to the right type of people that you want to actually attract. And then, when you get engagement on your content assuming that your content is engaging or you're able to make it engaging with a strong hook and some actual value in your content you should be able to generate conversations from people in the DMs who engage with your content and then you can move those people to a sales call. Okay, or, depending on the mechanism that you use, which we'll talk about in step three, you can basically naturally start conversations with people who are already engaging with your content, okay, so the next thing then, the third thing, is your sales mechanism. Okay, so we talked briefly about using email marketing. So if you're able to generate conversations through your social media following, then it's not too much of a stretch to generate conversations through your emails, okay. But obviously what you wanna do is you wanna use your social following over time to grow your email list through a lead magnet. Okay, Because the email list is one marketing tool that builds equity over time.
Speaker 1:But more importantly than that is if you rely. So what I'm talking about with sales mechanism is if you rely on getting a sales call with people to sell every single offer, you're gonna eventually bottleneck at the amount of sales calls that you can take. Of course, you can hire setters, but that will cost you money. Now, good setters are gonna cost you a lot of money. So the best way, in my opinion, is to have a sales mechanism that doesn't rely on sales costs. So again, it goes back to your offer being clear, valuable. It also goes back to having your content speaking to the right people.
Speaker 1:But if you're actually getting people in conversations with people, if your offer is put together in a strong enough um sales page, Google Doc, which gives people a reason to act, now there's no reason for them to actually need to book a call with you. If you answer everything in your doc, okay, particularly through email, where you can send emails that tell stories. And if you go to my school community, which I'll link in the description to this podcast, you can send emails that tell stories, reveal insights and ask people to reply, and then you can simply send them your Google Doc, okay. So, in my opinion, if you can build an offer that people want, if you can generate conversations through a lead system and you have a sales mechanism that doesn't require you to have a sales call, you have achieved freedom in your coaching business. Okay, you know, building a a well-crafted Google Doc offer which has the pricing that you need, which has the promise and the timeframe that your customers want to see, you do not need to take sales calls.
Speaker 1:Okay, then you have a system that actually generates leads predictably through your content or whatever system that you use whether it's outreach or content then you're going to be able to create a business which actually has the capability to give you freedom. So let's recap so at the end of this, you have a high ticket aligned offer that basically gives you a realistic path to the income that you want and doesn't require you to have 50 new clients signing up every month. You have a lead generation and nurture system that you know is reliable still requires work, but it's reliable, whether it's through social media or through email or through both. It's always better to have two sales channels instead of one and the final thing is a sales mechanism. So if your offer is clear enough and valuable enough, you can put that into a Google Doc and actually sell to people without ever jumping on the phone with them, and that will allow you to finally have freedom. Okay. So I hope this episode was helpful.
Speaker 1:Building a coaching business that's built around freedom Is really around your offer, your lead system and your sales mechanism.
Speaker 1:Okay, if you stay, if even one of these is off, you'll probably get stuck in hustle mode or you'll struggle to grow your revenue to the level that you want. So what you can do after this episode is take a look at your offer, take a look at your lead system and how you're closing sales and actually work out okay, can I take 50 sales calls in a month or can I sign 50 clients in a month? If the answer is no, then you probably need to take a look at your actual model and if you're not generating any leads to even do any of those things your actual model and if you know, if you're not generating any leads to even do any of those things, then certainly step two is something you want to look at as well. So I mean, if you want more help with this and want to get help building a coaching business that runs with systems and without sales calls, you can join my free school community, which is Scalable Coaches, and I'll show you exactly how I do that with myself and my clients. So if you want to join, it's
