January 1, 2023 • 42 mins
Happy New Year from the Choppin with Fire family!!!!!
Luke Charlton (AKA: The Aussie Hermit) decided to quit his comfortable 6-figure/yr government job, move halfway around the world, and start an online business as a Coach.
Thinking he knew enough about marketing to survive in one of the most expensive cities in the world (London), he quickly realized this online thing wasn’t as easy as it looked. Through years of trial and error struggling and nearly going bankrupt, Luke finally discovered the formula for online success. Since then he's helped over 4,000 Coaches grow their businesses online.
Along with that, he's been featured in “6-Figure Coach” magazine, spent in excess of $16 million on advertising, banked $50M+ in sales for his clients, and has been hired by top ad agencies to write copy for experts such as... Bob Proctor, Mike Dillard, Neil Patel, Grace Lever, Ryan Moran and many more.
Don't miss out on our first episode of the New Year as we have Luke on with us to help entrepreneurs navigate the route to success.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Dustin Steffey (00:00):
Hello chop nation Dustin Steffey here our
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Jaden Norvell (01:09):
Welcome to your top rated business
entrepreneurship selfdevelopment and smart investment
podcast. This podcast is hostedby creator and founder Dr.
Dustin Steffey and also hostedby coach, music producer and
influencer yours truly Jadenrush Norville, we are blessed
from many accolades such asbeing nominated for the People's
Choice Award for Best BusinessPodcast, as well as raising over
(01:29):
$5,000 last year for the CysticFibrosis Foundation as well as
for the Boys and Girls Club,spending a global reach or
podcasts in the top fourdownloads in four countries.
Without further ado, welcome tochopping wood fire ladies and
gentlemen, let's chop it up
Dustin Steffey (01:50):
Hello, and welcome to an episode of
chopping with fire you arejoined with your host today
Dustin Steffey we are in for atreat today. But before we
introduce our guest speaker, Iwant to go into a little bit of
housekeeping first and foremost,if you guys haven't done so
already, please before the endof the year, head on over to our
website, that's www dot choppingwith feiyr.com. That's C H O P P
(02:15):
I N with feiyr.com. Our websitehosts a wealth of information
that I feel is important foranyone that's listening to get a
feel for who we are and what weoffer. On there, you're gonna
have our guest profiles. Soyou'll be able to take a look at
the pictures and the guests thatwe have had, and be able to
source it to an episode so youguys can listen on your own on
(02:37):
your favorite podcast platformto it has a profile on Jaden and
I say you absolutely know whoyour hosts are and what
credibility they have and theyare bringing to the table three,
it houses our social media linksas well. So you can add us on
social we are on all majorsocial media platforms. Again,
(02:58):
that's chopping with fire ch o pp i n with fire. Other
housekeeping our home charity isCystic Fibrosis. For those of
you that don't know or don'tunderstand what the disease is
Cystic fibrosis is a rare lungdisease. Imagine going on a hike
(03:18):
and you're only breathing isthrough a small little straw
while you're hiking. It's veryhard to breathe, it would be
very hard to make it throughthat hike. That is what it is
like to have cystic fibrosis.
It's near and dear to Jadenbecause his mom does have it.
And so it is important to usthat we continue to raise money
which you guys have raised thisyear, a cumulative total of
(03:40):
about $5,000 which is not asmall amount. So we do
appreciate everyone that hasdonated so far to cystic
fibrosis again every little bithelps it is a rare disease there
is no cure for it. There's onlyresearch to get medicine to help
people that have cystic fibrosisbreathe better and have a better
quality of life. So again,please head on over to C F F dot
(04:01):
o RG forward slash Donate todayto make a small nominal donation
every little bit helps guys 50cents $1 It doesn't matter a
donation is a donation andyou're helping to save someone's
overall well being. I thinkthat's it for housekeeping for
today. Let's dive right into themeat and potatoes. The fun part
I have on with me, LukeCharlton. He comes he comes on
(04:24):
the show with a wealth ofexperience and also a wealth of
lessons learned so that's goingto be fun to get into he is
someone who has worked withinthe government making six
figures so for those of you thatknow government jobs, you know
those are hard to come by andthey're very rare but he decided
to leave his six figuregovernment job because he wanted
to be an online business coach.
(04:47):
I'm not going to ruin anysurprises because I know he'll
get into it. I want to diveright in and welcome Luke Luke.
How are you buddy?
Luke Charlton (04:54):
I'm good. Thanks Dustin. How are you doing?
Dustin Steffey (04:57):
Well, buddy.
Luke Charlton (04:58):
Yeah, You just mentioned there lots of lessons.
Yeah, mainly lessons from lotsof lots of big mistakes which we
can, which we can get into.
Dustin Steffey (05:06):
If you're not making mistakes, buddy, then
you're not really learning atall. So you know,
Luke Charlton (05:10):
I'm learning a lot. And I'm learning. You're a
pro, you're
Dustin Steffey (05:13):
a professional,
Luke Charlton (05:14):
even to this day.
Dustin Steffey (05:16):
Yes, yes, me too. Dude, I'm not gonna when I
die is when I stop learning.
Luke Charlton (05:20):
Yeah. And that's actually one of the reasons why
I left my job. Funnily enough,as soon as because of that exact
reason. Like I, I just foundthat 26 years old at the time,
and I'd had a couple of like,full time jobs, and I found the
beginning of those jobs, a lotof fun, right, because you're
learning and growing. And I lovelike that first six months, but
then after that six months, itwas just like monotonous same
stuff every day. And, you know,I just realized, I can't do this
(05:44):
for the rest of my life. Ican't, you know, I can't like
with with the government, forexample, the only way that you
can move up because once someonegets in a government job, they
just, they just stay in itright. So the only way to move
up is if someone retires or ifsomeone dies. I'm like, I'm not
kidding. Like, if you retire,someone retires or someone dies,
it's really the only way you canmove up. So there's no like
progression. And we will alwayshave like these, you know,
(06:05):
quarterly meetings rather, like,you know, how are you? How are
you going in the role, blah,blah, blah. And all I say to
them, like, I need a new one, Iwant more things to do. I want
to grow when I try other things,and they couldn't give me
anything to do because there wasno other, there's no other
opportunities. So it's kind oflike a dead end. It was a good
in terms of the pay, but notgreat in terms of growth and
progression. And that that's abig reason why I decided to quit
(06:28):
my job and moved over to London.
At the time, I was kind of doingpersonal training type stuff. So
I was really interested inhealth and I wanted to become
like a health coach help peoplelike lose weight. And then so
I'm kind of just just kind ofgoing into my story. I hope you
don't mind
Dustin Steffey (06:42):
that hey, that's okay. Everybody wants to learn
who you are. So let's have fun
Luke Charlton (06:45):
cool. And and so I quit my job and I moved to
London. The reason why is thatmy my logic was, well there's
more people in London where I'mfrom is Canberra. I don't live
in Canberra anymore, butCanberra is kind of like
Washington in that it's likealso government jobs. It's the
capital of Australia. So that'ssort of the politicians are and
everything. So I left Canberra,the population is about 400,000
Not not not like massive, butnot tiny, either a bit London's
(07:08):
like a few million, right. So Ithought, you know, there's a
move over there because myfamily is from there. So live
somewhere different parcels,there's a bigger population. So
that obviously means it's easierto grow my business, right more,
more people more opportunity forclients, which didn't really
work out that way. I think Itried like 17 different, like
marketing strategies in thefirst 12 months there. And I got
one client from all thatmarketing. And that client
(07:29):
didn't even come from themarketing that I was doing, it
came from I invested in thisother speaker program, and I met
this guy and he just ended upbecoming a client. I helped him
with some copywriting stuff, butthat was my only client. So the
point is, I tried a lot ofthings and failed miserably. I
did like the I actually joined ait got so bad that I was door
knocking at the end, like I wasliterally going from restaurant
(07:50):
to restaurant knocking onrestaurant doors to try and
convert them into clients. Ijoined a multi level marketing
company selling pain patches,nothing to do with my weight
loss coaching, but I just neededsomething to like to bring in to
bring in revenue. And so Ilearned a lot about in that
first few months about like whatnot to do and I went over a lot
of savings and I came back toAustralia with a lot of debt I
(08:11):
just couldn't afford to live inLondon anymore so I had to come
back home. But that gave me alot of opportunity to kind of
take a couple of steps back andgo okay what I'm doing is not
working and and let's kind ofslow things down and and create
a you know, learn businessproperly. Right and so that's
when I started studying. Likemore successful people,
(08:32):
particularly those in the pastlike what were the most
successful people doing evenbefore internet came along? Like
really famous copywriters likeEugene Schwartz and Gary
Halbert, Claude Hopkins. Someother one of my other favorite
ones is anyway just a few of theold school copywriters and
that's when I fell in love withcopywriting and the power of
(08:52):
copywriting and, and moreimportantly, that I fell in love
with like the fundamentals ofbusiness. This is always like
the boring stuff that peopledon't really want to talk about.
They want to talk about like thelatest bright, shiny tech thing
like the new or the new funnel,right, the new the new funnel,
which for those people thatdon't know what a funnel is,
it's just like a, it's a way toconvert people into clients,
because it could be like awebinar, it could be a five day
(09:15):
challenge where you go into aFacebook group and you you work
with a, you know, someone forfive days, it could be like you
buy someone's book, and thenthey convert you into a client
after you've read the book. Likethere's different funnels or
different strategies to convertyou into a client. That's all
that is, and some are much. Someare very complex, and some are
simpler than others. But thepoint is, I was bouncing around
from all these different bright,shiny strategies. And when I
(09:39):
took a couple of steps back andstarted focusing on the unsexy
things right the things thataren't as exciting like research
your market, right get veryclear on your market, create a
really great offer for thatmarket. Build your list first
email that list right justsimple stuff like that. That's
when I started to see to seeresults. So anyway, back to back
to the story in terms of leavingat that job, I quit that job
(10:02):
because of how unhappy I was.
Now, I do not record like ifyou're on a job and you want to
start a business, I don'trecommend doing what I did.
Because not having money comingin is extremely stressful,
especially if you're living inlike London, which is just like
super expensive, I ended upborrowing money like of my
family at the end, which is nota fun thing to do. So I'd
recommend is you want to stickwith your job stick with the
(10:23):
thing that's that is bringingcash flow, if you can, like if
you can stand it, stick with thejob and then do your other thing
on the side, whatever that sidehustle is rather whatever that
company or businesses that youthat you want to build, and then
when it replaces your income,then then you leave your job.
But like that's terms of the oneof the lessons from that story.
That would be a big one is ifyou can stand your job stay in
(10:43):
and until your new your businessreplaces the income. So that's
like a little bit of an insightinto my the beginnings of my
journey. And then kind of cominginto that was about 2015 is when
I started to research, do moreof the fundamental stuff and
things started to turn around.
Dustin Steffey (11:00):
I have a couple of key nuggets for you that I
think are amazing one, we talkedabout job dissatisfaction,
right. So here's a fun littlestatistic, I don't have it for
Australia, I'll get it to you.
But for the United States, 45%of Americans are dissatisfied
with their job of that 45%already 40% of them want to
leave on a daily basis. Thatmeans 5% are just there to be
(11:24):
there. But 40% don't care,right? We take a look at
unemployment as well. Here's afun statistic. They don't tell
you this on TV. Statistically,we're at about a 10%
unemployment wage rate right nowin the United States. And that's
post pandemic people, peopleafter COVID. They just don't
(11:45):
care to go back to work. They'drather live off the government
and not go back to work becauseof the extreme dissatisfaction
with going and working for theman. So now more than ever, it's
important to reinforce the factthat America was founded. And
I'm not just talking aboutAmerica, because you're in
Australia, right? But Americaspecifically was founded on
(12:07):
entrepreneurship. If you want todo something about your
situation, you have the freedomto go out and do it. It's just
you got to figure out how to goafter it. Right. Which you
haven't even gotten into yourextreme pitfalls yet of you
leaving your government job andbecoming an online business
coach. I know we're gonna diveinto that. But I thought those
(12:28):
statistics were important tobring up right because again,
you brought up jobdissatisfaction you brought up
the ceiling so the invisibleceiling where unless you kill
someone, or they die orwhatever, you're stuck
Luke Charlton (12:42):
inside kill them.
But as well, yesterday,
Dustin Steffey (12:45):
they came for me not you don't worry unless
someone dies or retires
Luke Charlton (12:50):
or they die. Who knows. But yeah,
Dustin Steffey (12:53):
you're not promoting so you're not making
any more money you are cappedout, which I think is the
biggest sham of anything. Ithink as a human being if you
want to make a million dollars,go out and make a million
dollars do it right? You Youshould not be capped out on how
much money you make.
Luke Charlton (13:11):
Exactly. You know it to be honest, like business
even after all these years allyou know, because I get some
pretty amazing results for myclients. Like I run over an
agency where I run ads forclients, then I coach other
people on how to get clientswith advertising. And even to
this day, like There are stilldays like most days I question
like, why am I you know, thiscan be very stressful running
(13:31):
your own business very, verystressful, because it's your
responsibility to bring in andmake the sales bringing the
revenue. And then I've got staffnow as well that I have to pay.
So there's those overheads andthat's, that's stressful. But
then I think, well, what's like,what's the alternative, it's
like going back to a job like,man, the biggest, it's not so
much work, like I if I found ajob where I was constantly
growing, I think I'd probablystill be in a job, it's costly
(13:55):
growing in any asset, theability to like, earn more as
well. One of the biggest thingsif like discount the biggest
thing that's that I that stopsme from going back to get a nine
to five and I never would nowbut would be as you just said,
like just lack of growth andlack of the ability to earn more
as well I hate that feeling ofbeing capped, right like in in
(14:15):
this my business, right? There'sno ceiling on my revenue, right?
There's just my own kind ofdevelopment, like the more I
develop, the higher my revenueis going to. And I love that
because my growth is tied to myrevenue ceiling as well. So if I
want to earn more, I've got toget better and anyway that the
point is it's there's no ceilingor in terms of in terms of that
(14:35):
revenue. It's all and that'sthat it's it's a lot of
responsibility. It's verystressful sometimes, but for me
personally in my mindset, Iwouldn't have it. I wouldn't
have it any other way. Andthere's some people that do
prefer the just a constantpaycheck and that's, that's
fine. That's just not for meanymore. I just I value growth
too much.
Dustin Steffey (14:51):
I think between you and I were conditioned a
little bit and it's especiallyjust in general we're
conditioned to think one way andone way only go to work, collect
your paycheck, come home, focuson paying your taxes and do it
all over again. I think thatthat has been slowly the
conditioning, and you have torecondition yourself outside of
(15:14):
that. That's just, again, Luke,my personal opinion, my humble,
personal opinion, the peoplethat really figure it out,
though, are the ones that kindof do exactly what you said,
Listen, I'm tired of beingbarred to X amount of dollars,
I'm tired of, of, of being, youknow, going to work everyday
doing the same thing when I knowI can do more. Or I went to
(15:38):
school and got an education,right. And I am not using that
education and optimizing itfully. I'm not giving back in
the manner that I think I canall those things start to make
you wonder. And as anentrepreneurs start to make you
drive yourself into a differentdirection. And again, like you
said, it's hard. The road toentrepreneurship is a lonely
(16:00):
damn road. I'm telling you thatright now, it also is a hard
road, if you don't ask for help.
It also could kill you, right?
It could, it could put you intobankruptcy, it could do a lot of
things. But the road toentrepreneurship, when you
figure it out is rewarding.
There's no cap on revenue, ifyou can figure out how to
continue to make money, you canbring others into the fold and
(16:20):
help them know learn andunderstand. And now you're
teaching others to do the samething, which is amazing. Now
we're starting to bring backothers into the fold. I mean,
there's endless possibility toentrepreneurship. This is why
it's important to me to reallystress on this. This is why we
have a podcast onentrepreneurship. This is why we
(16:41):
bring on different people indifferent perspectives. How
you're in Australia, Luke, andyou're doing it right. Like you
can do it anywhere. And if youdo it right, you're an online
business coach. So for you,you're not stuck in Australia
shit tomorrow, you can go toHawaii, you can go to St. Louis.
Luke Charlton (17:01):
I'm not vaccinated. Well, yeah,
Dustin Steffey (17:03):
I mean, barring the COVID stuff, right? Like,
like other than that, like youcould do certain things that
others that are working a nineto five, or government job,
can't because you have to go toyour boss and be like, Hey, I
got two weeks vacation. Can Itake that time off? And
sometimes you get told no.
Luke Charlton (17:24):
Yeah, like I said, I finish midday, right. So
at the end of this interview in30 minutes, that's the end of my
day. And then I spend the restof the day with my kids. And
that's it. So it's a much betterthat's the other thing is like
going back to a nine to five,which I didn't even think about
the other day, like I went backto a nine to five, that would be
four or five less hours per daythat I would have with my kids,
(17:46):
right? Which is also like, Idon't want to I don't want to
give that up. You know, so, somuch benefits to being you know,
being your own boss to havingyour own business.
Dustin Steffey (17:54):
So let's dive into something here. Because
you're your professional coach,your professional online coach,
you've scaled your business, wedidn't really talk about you
damn near going bankrupt. I'msure we should talk about that
to definitely kind of assess howyou rebounded from that. And
then I also want to talk abouthow did you find your success
(18:14):
right? How did you becomesuccessful what sort of things
did you need to do in order tofind that success? That's what
people are interested in rightnow for your story?
Luke Charlton (18:24):
Yeah, so the first thing is so with most
markets pretty much everyone inbusiness right there's always
the people that fail and peoplethat succeed so me for whatever
reason, I don't know why this isbecause they're so I help
coaches right so other highticket service professionals,
mainly coaches, right, and thereare some coaches that succeed
and some coaches that just goback to a nine to five for
(18:46):
whatever reason I've never it'snever been in my mind to go like
to give up like to give up onthis because I always saw this
as like when I became a coachagainst whatever reason I'm
like, Okay, now I'm a coach, andthis is what I'm going to do.
I'm just going to become abusiness coach, I bought this it
was a health coach, and then Iloved the marketing and sales
side of things and that's why Ibecame a business coach. But
anyway, I never saw it as like ahobby or something. I think a
(19:11):
lot of people see theirbusinesses like Oh, I'm gonna
try this and if it doesn't work,that's okay because I'll get a
job I never that never evenentered my mind if it doesn't
work there's always this mymindset was always this is what
I do. This is my identity. Thisis like my career so I've always
seen this as a career and I justnever had that in my mind to
like do anything else howeveragain going into like the nearly
(19:34):
bankrupt thing, right? So when Icame back from London I was in a
lot of I went over a lot ofsavings and came back with with
a lot of debt and like debt withcredit cards and debt with
family. So what I did when Icame back in order to start
paying back that debt and justnot stressing about money
because I put on like 25 poundsin London just from from eating
like just crap food like sugarand stuff just because I was so
(19:56):
stressed with anxiety with moneyissues that I was just kind of
like shoving my face for food,that's kind of like how I dealt
with the stress. Anyway, when Icame back from London, I got a
side job in a bar, like in theevening. So I got to like a
cocktail bar where I was justmaking drinks from like, say,
five till nine o'clock at night,and but during the day, I would
grow my business, right, I wasstill working my business. So I
(20:17):
use that side job to pay off mydebts to pay my bills, so I can
live kind of not stress aboutmoney, and then needed to build
my business. So yes, and that'sa good strategy that you can
use, you can get like a sidejob, whatever, a part time job
to help support your businessidea. And that's what I did. So
it wasn't like a full time job.
I did get something on the sideto support that. But I worked on
my business during the day. Andthen I just did that at night.
(20:40):
So but the point is, I alwayskept focused on like, I know, I
want to be a coach. Yes, I needto bring an income somehow, I'm
going to do this. I did it forlike, I think six months. And
then that was in 2014. And sincethen she doesn't 14 I haven't
worked for anyone else. But Ihaven't like had like a job.
Yeah, so So anyway, so I usethat to support, like my journey
as my career. So that was mymindset in terms of, I think if
(21:01):
you want to be successful, youhave to have that mindset of
it's not like, if this doesn'twork, it's the mindset is, this
is this is going to work likewhat my mindset is like, what
else am I going to do? Like, I'mnot gonna, like, that's always
gonna master like, what else? Ilove doing this? What else am I
going to do? This is my career,like, what else is there? I'm
not going to go back and be anIT guy. For the government.
That's just not even on myoption list. Like, what else is
(21:25):
there? If I'm not doing that? Soit's kind of like how can I make
it work? And you just keepmoving forward? Yes, it's going
to be you're going to havechallenges, but you just keep
moving forward. You keeplearning from your mistakes you
and coming back to the thingsthat you mentioned, and like,
what am I kind of lessons interms of how do I how did I get
to where I am, there's that onein terms of the mindset, the
other one? Okay, so let mecontinue to the story. When I
(21:47):
came back from London, Istarted, I really hated the free
strategies like the organicstrategies of growing a business
like going into Facebook groupsgoing into LinkedIn groups in
London, I went to networkingevents, like five nights per
week, because there's that manynetworking events, you could go
that many times. So I was justdoing all these like free
strategies to try and getclients. And that's great when
you've got a lot of time, butit's just like this. It's just
(22:08):
so tedious. And it's so timeconsuming. I didn't want to do
that. So I knew that I wanted tolearn advertising because it's
more automated. I bought thisguy's course. And he had an
agency and doing his Facebookcourse it was amazing course.
And he put up an ad in his inhis Facebook groups saying, hey,
we need to, we're hiring mediabuyers. So what I did is I I
applied to do like a, like acontracting position work as a
(22:30):
media buyer, and he was going totrain me up out of 50 people, I
got the gig. And so I went fromspending like $20 a day on my
own campaigns to like $100,000 anight like literally like
overnight, so probably more like$200,000 a month overnight. And
so I learned very quickly how toget results with paid
advertising. And I worked hisname's Jason, I worked with
Jason learning from him for acouple of years and his agency.
(22:52):
And then I went out and createdmy own agency based on what I
learned with him. And so setthat since 2017 2018. So I've
been doing my own agency sincewithout since then basically.
And then my second big lesson toshare is and Jason basically
changed my life in terms of Ijust learned his skills and to
learning from a mentor is a keything. So having the right
(23:13):
mindset, and then learning fromsomeone who's been where you
want to be, is massive, likeI've had a couple of I've had
some really terrible mentors,and they can be a detriment,
just as much of a negative assomeone can be a positive,
right, because they can reallyhold you back for many years.
Because you've if you investwith the bad like I invested
like $35,000 with a mentor thatbasically he found out it was
(23:33):
turned out to be a fraud. And hehe got so many people
complaining he had to like go toChina to like get clients like
I'm not kidding. He It was thatbad his name, but that bad. He
had to like flee to China,basically to continue his
business. So that was one of myfirst kind of like mentor that I
invested like, what I just saynaive, I didn't really
understand what I needed at thetime. And it wasn't what he was
(23:54):
teaching basically. And he heknew what, what I needed, but he
didn't give like he, he sold mesomething that I didn't need,
basically anyway, my problem wasmy father didn't do enough
research. And that's anotherlesson. It's like if you choose
a mentor, do your research, makesure they're actually legit,
make sure that they haveactually helped people in your
position. Because when you getthe right mentor that's actually
(24:14):
good, they will transform yourlife. So I've had a few amazing
mentors in terms of helping mewith my avatar to learn
advertising, learn sales andlearn marketing as well. And
that's
Dustin Steffey (24:29):
something that we preach on the podcast. Luke
is like, this information thatwe provide is for people to
understand what to look for sothey can do their research and
do it well. And then buy intowhatever they want to buy into
right so that what we provideall of us not even just you and
I but every guest I've had on isinformation about a journey that
(24:53):
we've all been through. But atthe end of the day, you as an
individual need to do your ownresearch before you make your
own decisions planning. Simple.
That's it.
Luke Charlton (25:01):
Absolutely. And as something that I didn't do as
effectively as I should have inthe beginning of my journey, and
it cost me a lot of money and alot of wasted years, too, but
you know, it's all part of mystory, and I am where I am
because of that story. You know,there are things that like
Jason's, I only came acrossJason from an ad I saw, you
know, on Facebook, there's gotthe got the right hand column,
(25:24):
there's a little little adthere. And it was Do you know
who Frank Kern is Dustin? Sothere was a picture of Frank
Kearns face and it was. SoJason, at that time, ran Frank
Kearns ads. Okay, so it was atestimonial of Frank Kern. And
so I clicked it. And I wentthrough to the sales page of for
Jason's Facebook advertisingcourse, which at the time was
$1,500. And I'm pretty sure frommemory, I bought it straight off
(25:46):
that sales page. Because of thattestimony, I didn't actually
watch his webinar. I just boughtit straight from the sales page.
And so we know if it's goodenough for Frank Kern is good
enough for me. And that's,that's why I bought it. And that
little like, just like if I'mcould have never seen that ad,
right. And may never have beenintroduced to Jason. But so it's
like, these things happen inyour life. And you look back and
you go, wow, like if you know,these these points in time, it's
(26:08):
like the sliding doors moment,right where your life can go
this way. Like, as I said,without that Jason's help my
mentor, I wouldn't be where Iam. In terms of like running
ads, I said, I went fromspending 20 bucks a day to
$200,000 a month, literallyovernight. And that's
experienced that very, very,very small percentage of people
have, even in my industry. It'ssuper, super valuable. And
(26:31):
that's why I haven't get greatresults today. So anyway, like,
I don't regret any thing thathappened in the past. Like I
would obviously you do thingsdifferently, now that you have
learning, but it's all part ofthe story, right? So the lesson
here is, yeah, do. Do yourresearch, do it well, before you
hire a mentor.
Dustin Steffey (26:45):
So let's dive into one thing that I thought
was interesting. And ourlisteners wouldn't know this,
because I pre researched youbefore, right? So one thing that
you brought up was, mostentrepreneurs have some form of
a pitfall when it comes toleveraging social media, email,
whatever the case may be, I kindof want to dive into that a
(27:06):
little bit. We don't have togive them everything. But like,
I just want to dive into thatbecause it's all about
awareness. So let's create thatawareness right now with our
entrepreneurs and businesspeople.
Luke Charlton (27:16):
Yeah. So what did you mean by that have a pitfall?
Is this like a marketingspecific?
Dustin Steffey (27:20):
So like, like the pitfall could be like not
using email in the right terms?
Right, or communicating wrong ornot? Using not using it in the
right manner? Right, not usingit to its fullest capacity? I
Luke Charlton (27:33):
guess. Yeah.
Cool. So I'm gonna start withagain, this is all back to my
story of how the gentlemanright. So when I came back from
London, I, I started focusing onthe fundamentals. And I was
doing what a lot of coachesentrepreneurs do, which is they,
when they go to run in, like amarketing campaign, whether it's
with advertising or email, orwhatever, and they're trying to
get more clients and more sales,and it doesn't work like it
falls apart there. A lot of thetime they associate, the reason
(27:56):
why it's not working is becausethey don't have this bit of
tech, right, or they don't havethis new whiz bang strategy. I'm
not using like FacebookMessenger or not using Facebook
groups, or I'm not using SMSmarketing, or some whiz bang
funnel, and they associate thereason why they're not getting
results or sales with that,right. And so that's why they
bounced around from differentstrategy to different strategy,
(28:16):
different tactic to differenttactic and each new one, it's
like someone going from diet todiet, right? So you always asked
like, you know, if this dietdoesn't work, and then this diet
doesn't work, and then thisdiet, why did people keep doing
that? Well, the reason why isit's marketing, right? So with
every new strategy, it givespeople a reason to believe maybe
this, maybe this diet will bedifferent. That's why people
keep going from diet to diet,it's called a unique mechanism.
(28:38):
That's something that EugeneSchwartz came up with as a
copywriter. That's a uniquemechanism. That's why people
keep trying different diets,because they think that this
time will be different anyway.
But the real reason why they'refailing, again, this is in the
context of marketing is becauseof their message. It's always
something to do with themessage. Now let's get more
specific. This is where this isthe unsexy stuff that is very
obvious, but people don't reallyfocus on it. But this is like
(29:00):
80% of your success as anentrepreneur, whether you're
selling physical products, orwhether you're selling high
ticket services, or whatever,right so this is all business is
very simple. And you guys aregonna go Yeah, that's that's
obviously but again, peopledon't spend enough time here. So
what is business business is gota market with a problem, a
problem market with a problem,and then you've got a solution.
(29:21):
So you've got the solution, theproduct, the service, right? So
all business is is selling yoursolution to the market with that
problem. Okay, now, here's thething, because we entrepreneurs
are so in love with our product,we start communicating about all
the cool features and stuffabout our product, and it just
goes over the prospects head andthe prospect is going well, no,
(29:41):
I've got this problem, right.
How does that actually help? Howdoes it actually help me? I'll
give you a give you a perfectexample as I like multiple
conversations with us today.
Just today. I do this almostevery day with my clients. Okay,
so I had a new client starttoday and she helps female
pastors, right? And so I said,Okay, what's the point? What
like some really simple stuff?
What is the problem that you'resolving for these for these
(30:02):
women, these female pastors,like the like the leaders of a
church, right? And she said,Well, I want to provide like a
support group where they cankind of talk about what they're
struggling with and stuff andsay, well, that's kind of like
that's like kind of a problemwith more therapy. And she said,
he, I didn't want to be atherapist, she wants to do
coaching. And I said, Well,that's one thing that you could
kind of sell, right? It's asupport group where you guys
(30:23):
kind of talk in a face orwhatever. That's one thing,
right? But let's talk about someof the problems that that that
this female pastor has with thechurch. And you know, one
problem is they need more woolon revenue, but they more
donations, right. So that's aproblem, Mr. Donations, they
need to retain theircongregation. So because the
problem with it with churches,just like businesses is
(30:43):
attrition, right, is turnover,people leaving the church, so
they need to get new members,that's why they need to retain
those members. So the point is,I'm going through like different
problems, like big problems thatthese female pastors have with
their church. And so as to doit, like, if you want to sell
like a high priced service,you've got to sell a high priced
problem. And this is such asimple concept, right? Pick up
(31:04):
pick a painful problem to gopick a very painful problem. And
then you're offering yourmarketing speaks to that
problem. And I said to like,you're not necessarily actually
changing your coaching, you'renot changing that. It's just
putting your service in thecontext of of a problem, right?
So getting the problem andcommunicating to that problem in
the first instance, is what somany entrepreneurs, and coaches
(31:27):
as well have problems haveproper problem with because
they're, they're so deep intheir own methodology, or their
own product, that they don'tactually know how to communicate
just that simple problem. Sowhat I do is I just go, Okay,
let's find a painful problem.
Once we get that, and we have agreat offer to solve that
problem, then that's 80% of oursuccess, then we can much more
(31:47):
easily generate appointments,which is what I'm generally
helping coaches with to get moreappointments, right? So they can
make more, make more sales, getmore clients. But in terms of
like, what's their going back toyour question? Like, what's the
big floor? It's number one isnot focusing on the
fundamentals. And the biggestfundamental is like, what's the
problem that you're actuallysolving could solve a bigger
problem, you're gonna get paidmore like you're going to be
(32:08):
able to charge more for yourservice. And I've got many more
examples that I can go into tokind of expand on that if you
want. If that doesn't, if that'snot 100% Clear. But that is like
key, if you want to besuccessful business, like that's
all businesses, right? It'slike, what's the problem, solve
a bigger problem, say, like aposition your product in a way
or your service in a way whereyou say that you can solve that
problem, and you'll get paidmore? That makes sense.
Dustin Steffey (32:29):
Makes perfect sense. I think. I mean, again,
most most of the people thatlisten, they they understand
that so honestly,
Luke Charlton (32:35):
people understand it, but then they go to do a
marketing campaign and then itthey kind of understand it on a
surface level. Like I get that.
But then when they go to writetheir campaign, they're still
not they're still not doing itright, because they're still in
deep in that product. So as Isay, like to, like start with
the market first. Don't evenworry about you're actually it's
a good lesson, right? Becausethis is kind of like the
copywriters copywriters like toplevel copywriters that right
(32:58):
like long sales pages, and thisis what the guys did in like
someone like Eugene Schwartz,he's not alive anymore. But this
is what they did. Right? Theyare Eugene Schwartz, he is a
copywriter, but he actually hadhis own health company where he
would sell health products, oneof the things that he would do
is before he even created theproduct, he would actually write
the sales letter for theproduct. And he would say he
would look at his say, actually,the first thing you do is you
(33:19):
get clear on the market, here'sthe market, what's their
problem, their problem iswhatever fibromyalgia or you
know, chronic chronic fatigue orwhatever the whatever the health
problem is, right? So he'd getclear on the market, then he
would write this a sales letter,that would be like, the most
amazing product that this clientcould ever dream for. Right?
They just did all these things.
(33:40):
And then he would go okay, thisis what the what the prospect
wants, like a like, if you thinkabout like weight loss, like a
push button solution where theyjust like the the weight has
kind of dropped off, that wouldbe like the, you know, the ideal
kind of weight loss product asan example, but he would write
the, he'll write the salesletter first that was speak to
all of these kind of dreamoutcomes that would address all
the prospects frustrations thatthey have with other products,
(34:01):
right? So he would write thesales letter, then he would go
and create the product based onthe sales of that and try and
deliver as many of those kind ofdream outcomes for that for that
prospect. So the point is, stepone is like it's always
starting, you start with themarket, if you want to ever know
what's a good offer for amarket? Or what would be a good
product, or what's a good blogpost, start what's your what's
(34:22):
the market that you're trying toattract, because they're going
to tell you all their fears,their frustrations, their
challenges, and then you createthe product based on what
they're struggling with. Andthat's gonna help you create a
better marketing message thatactually speaks in their
language. So what a lot ofentrepreneurs do is they have an
idea for a product or they havean idea for a service and they
put it all together and thenthey try and fit that product
into a market and that's a muchharder way to actually grow you
(34:45):
know, CRO successful campaignbecause it's sometimes you then
use seeking a square peg in around hole, and that's what I
was doing with a client today.
She has this she helps coupleswith infidelity. One of them's
cheated as an example, she helpsreconnect them and she's got
this off When I looked throughher kind of offer, and I said,
Well, your market, you know, oneof the things that these women
like said the Heartless said thehusbands cheated, right? So one
(35:06):
of the things that your thewomen will be wondering is how
do I, how do I know my husbandis actually committed? How do I
know he's not going to cheatagain, and she has nothing in
our program to address that. Sothat's what I mean by you start
with the market, go look at whatare their biggest questions and
their concerns and their fearsaround this problem that you're
solving? And then you create aproduct that way? So I said to
her look, you want to, you'regoing to have to add something
(35:26):
into your program that addressesthis question that they have.
This is what I mean by a lot ofpeople start with the product,
then they try and fit it intothe market and that that is
harder to sell because thenyou're not, you're often not
actually speaking to what it isthat they want. Does that make
sense? Yeah, so that's like,this is the unsexy stuff that
people don't want to talk about,but this is what makes you
money. This is a successfulbusiness.
Dustin Steffey (35:48):
I like the unsexy stuff though, because it
makes you money. So like for me,like it might say unsexy, but
that's sexy to make some money.
Yeah, yeah. So, so let me askyou something we've we've, we've
covered a myriad of things,Luke, and I think we've done it
very well. And there's been awealth of knowledge. If you were
to leave one super key fact orgolden nugget for the listeners,
(36:11):
like one super important thing,what would you what would you
say? What would you leave themwith?
Luke Charlton (36:18):
Yeah. So that question and and, and usually, I
end Most interviews with this,and we've kind of already
addressed it. If you want to besuccessful in business, which is
why people are listening tothis, right? It really comes
back to your to your attitude.
And seeing this as like, this isyour career. As I said, like,
this is your identity. It's likewhat else is there, there's
nothing else to do. So if youhad that, that mindset and you
(36:39):
just continue to move forward,you will get to where you want
to go, right, get a mentor,that's been where you want to be
and you continue to moveforward, you will get to
whatever that goal is 50k amonth, 100k a month or whatever
it is a certain amount ofproduct sales or a certain
amount of clients. It's aforegone conclusion, it's not a
matter of if it's a matter ofwhen, okay, that might be in 10
years, who who cares? Like whatelse you're gonna do, right? So
(37:03):
as long as you have that, like,this is your career you like you
will get there. For me, it tookme a long time to get to the
goals that I had. So funny. WhenI when I walked into, like when
I went moved to London that Iassign it to like you open a
bank, right? That's one of thefirst things I had to do was
open a bank account. And thelady asked me, she said, Okay,
what's your prediction? Shesays, What's your projected
(37:26):
revenue for like, for like thenext 12 months? And this is how
like, naive and delusional Iwas. I said, Ah, because I had
his lofty goals, right? It'slike, because I thought it'd be
easy to sell coaching to notlike a million pounds, like
actually taught it like amillion pounds, which is in
Australian, that's like $2million a year, like in that
first 12 months, I earn, like1500 pounds total, like that's
how much my first client, baby.
(37:49):
So
Dustin Steffey (37:50):
when I answered that question, Luke, I was the
opposite of you. I was like, Idon't know, we're startup I
think. I mean, we've made $0right now. And so I'm not
Luke Charlton (37:59):
Yeah, I should have said that. This is how
like, naive I was. So the pointis, like, I had these lofty
goals, and it's taking me a longtime to like, get to that level,
right? And again, it doesn'tlike it's not for me, at the end
of the day, it who cares in theday? Because this is what you
do. Yes, you have these goals,you will get there. If it's in
five or 10, you know, 10 yearstime? Who cares? The end of the
day? Because this is what youdo. This is your career. This is
(38:21):
your? Yeah, this is what you do.
Now, yes, there's going to beshorter term goals that you want
to hit to pay for your current,you know, expenses and have a
kind of an okay, lifestyle. Yes,I get that Ben has those big
lofty goals. Okay, who cares ifit's five years away, or 10
years because you're doing whatyou love to do. And this is what
you do, and and who care. So thepoint is, if you keep moving
forward, you will get to thosegoals. You just got to get a
great mentor, keep movingforward. And it's not a matter
(38:44):
of if it's when I think
Dustin Steffey (38:47):
that's a very important golden nugget. So I
thank you for leaving that foreveryone because it is super
important. I like to end theinterviews with things about
Luke. So things about you,right? So for example, if our
listeners resonated with you,what is the best way to get in
contact with you? What are thesehigh ticket sales items that you
(39:07):
coach on to because that mightpique some interest as well. So
I just for the last part of thepodcast, just want to like how
do we get a hold of you? Whatare you doing currently with
your coaching? Like are youcoaching on selling something
specific whatever the case maybe, so that way people know who
you are and what's going on?
Luke Charlton (39:23):
Yeah, usually. So I will say I have two coaches
that I work with. So someonethat's usually over six figures,
I will run their ads for them alot of the time. But if you're
under six figures, and even justgetting started, like basically
what I do for that type ofclient is I will help them
create an offer right thatsolves a painful problem right
off their off up their package,and then help them sell that
basis. So I've got a system thatI teach to, to get clients
(39:46):
however, you have to be like anexpert at something right? It
could be fixing relationships,or it could be anything else or
dating, helping people getdates, whatever it is. So as
long as you have some level ofexpertise, you don't have to
have had a coaching businessbefore or even sold anything,
but you have to be an expert insome particular solving some
type of problem or areaexpertise in some area, then I
(40:07):
can help you. So but probablythe best next steps is, is just
to probably jump on my listbecause that's where I talk more
about my system. And it's prettystraightforward. Literally, this
is just a simple email systemthat I teach. That's like it's
no complex, no complexity,because again, it's not about
the complexity, it's not aboutthe latest tech, it's about the
problem. And the solution. Aslong as you get those right,
(40:28):
then you just need a simplesystem to get clients. So
anyway, what I recommend is goto go to nine, email offers.com.
So just the number nine, emailoffers.com. And that's like,
you'll just get a free guidethat shows you kind of like some
different email offers that I'veused in the past that other
clients have used to help bringin clients. And that may be
relevant to you or not,depending on whether you have a
business or not. So you cancheck that out. But more
(40:49):
importantly, we'll jump on mylist and then you'll see how my
system works. Again, it's very,very simple. And then you can go
from there. If you want to speakto me, we can have a chat from
this. So probably the best nineemail offers.com
Dustin Steffey (40:59):
Perfect. And for our listeners, I will have
relevant links in the episodedescription for all of Luke's
information just so that wayit's easier for anyone to get a
hold of him. Also, we do havehis guests profile that will be
on the chopping wood firewebsite. So we'll have his
lovely headshot there so you cansee what he looks like how
Australia is treating him allthe fun stuff. Hey, Luke, I
(41:20):
appreciate you man. Thank youfor being the first Aussie on
chopping wood fire. We love you.
We appreciate you. I knowthere's going to be more to
come. So I appreciate you beingon with us and welcome to our
family.
Luke Charlton (41:32):
No worries, Dustin it was it was a great
interview. I appreciate youhaving me
Dustin Steffey (41:35):
on. It was definitely fun. I had a lot of
fun. So thank you
Hello chop nation Dustin Steffey here our
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Jaden Norvell (01:09):
Welcome to your top rated business
entrepreneurship selfdevelopment and smart investment
podcast. This podcast is hostedby creator and founder Dr.
Dustin Steffey and also hostedby coach, music producer and
influencer yours truly Jadenrush Norville, we are blessed
from many accolades such asbeing nominated for the People's
Choice Award for Best BusinessPodcast, as well as raising over
(01:29):
$5,000 last year for the CysticFibrosis Foundation as well as
for the Boys and Girls Club,spending a global reach or
podcasts in the top fourdownloads in four countries.
Without further ado, welcome tochopping wood fire ladies and
gentlemen, let's chop it up
Dustin Steffey (01:50):
Hello, and welcome to an episode of
chopping with fire you arejoined with your host today
Dustin Steffey we are in for atreat today. But before we
introduce our guest speaker, Iwant to go into a little bit of
housekeeping first and foremost,if you guys haven't done so
already, please before the endof the year, head on over to our
website, that's www dot choppingwith feiyr.com. That's C H O P P
(02:15):
I N with feiyr.com. Our websitehosts a wealth of information
that I feel is important foranyone that's listening to get a
feel for who we are and what weoffer. On there, you're gonna
have our guest profiles. Soyou'll be able to take a look at
the pictures and the guests thatwe have had, and be able to
source it to an episode so youguys can listen on your own on
(02:37):
your favorite podcast platformto it has a profile on Jaden and
I say you absolutely know whoyour hosts are and what
credibility they have and theyare bringing to the table three,
it houses our social media linksas well. So you can add us on
social we are on all majorsocial media platforms. Again,
(02:58):
that's chopping with fire ch o pp i n with fire. Other
housekeeping our home charity isCystic Fibrosis. For those of
you that don't know or don'tunderstand what the disease is
Cystic fibrosis is a rare lungdisease. Imagine going on a hike
(03:18):
and you're only breathing isthrough a small little straw
while you're hiking. It's veryhard to breathe, it would be
very hard to make it throughthat hike. That is what it is
like to have cystic fibrosis.
It's near and dear to Jadenbecause his mom does have it.
And so it is important to usthat we continue to raise money
which you guys have raised thisyear, a cumulative total of
(03:40):
about $5,000 which is not asmall amount. So we do
appreciate everyone that hasdonated so far to cystic
fibrosis again every little bithelps it is a rare disease there
is no cure for it. There's onlyresearch to get medicine to help
people that have cystic fibrosisbreathe better and have a better
quality of life. So again,please head on over to C F F dot
(04:01):
o RG forward slash Donate todayto make a small nominal donation
every little bit helps guys 50cents $1 It doesn't matter a
donation is a donation andyou're helping to save someone's
overall well being. I thinkthat's it for housekeeping for
today. Let's dive right into themeat and potatoes. The fun part
I have on with me, LukeCharlton. He comes he comes on
(04:24):
the show with a wealth ofexperience and also a wealth of
lessons learned so that's goingto be fun to get into he is
someone who has worked withinthe government making six
figures so for those of you thatknow government jobs, you know
those are hard to come by andthey're very rare but he decided
to leave his six figuregovernment job because he wanted
to be an online business coach.
(04:47):
I'm not going to ruin anysurprises because I know he'll
get into it. I want to diveright in and welcome Luke Luke.
How are you buddy?
Luke Charlton (04:54):
I'm good. Thanks Dustin. How are you doing?
Dustin Steffey (04:57):
Well, buddy.
Luke Charlton (04:58):
Yeah, You just mentioned there lots of lessons.
Yeah, mainly lessons from lotsof lots of big mistakes which we
can, which we can get into.
Dustin Steffey (05:06):
If you're not making mistakes, buddy, then
you're not really learning atall. So you know,
Luke Charlton (05:10):
I'm learning a lot. And I'm learning. You're a
pro, you're
Dustin Steffey (05:13):
a professional,
Luke Charlton (05:14):
even to this day.
Dustin Steffey (05:16):
Yes, yes, me too. Dude, I'm not gonna when I
die is when I stop learning.
Luke Charlton (05:20):
Yeah. And that's actually one of the reasons why
I left my job. Funnily enough,as soon as because of that exact
reason. Like I, I just foundthat 26 years old at the time,
and I'd had a couple of like,full time jobs, and I found the
beginning of those jobs, a lotof fun, right, because you're
learning and growing. And I lovelike that first six months, but
then after that six months, itwas just like monotonous same
stuff every day. And, you know,I just realized, I can't do this
(05:44):
for the rest of my life. Ican't, you know, I can't like
with with the government, forexample, the only way that you
can move up because once someonegets in a government job, they
just, they just stay in itright. So the only way to move
up is if someone retires or ifsomeone dies. I'm like, I'm not
kidding. Like, if you retire,someone retires or someone dies,
it's really the only way you canmove up. So there's no like
progression. And we will alwayshave like these, you know,
(06:05):
quarterly meetings rather, like,you know, how are you? How are
you going in the role, blah,blah, blah. And all I say to
them, like, I need a new one, Iwant more things to do. I want
to grow when I try other things,and they couldn't give me
anything to do because there wasno other, there's no other
opportunities. So it's kind oflike a dead end. It was a good
in terms of the pay, but notgreat in terms of growth and
progression. And that that's abig reason why I decided to quit
(06:28):
my job and moved over to London.
At the time, I was kind of doingpersonal training type stuff. So
I was really interested inhealth and I wanted to become
like a health coach help peoplelike lose weight. And then so
I'm kind of just just kind ofgoing into my story. I hope you
don't mind
Dustin Steffey (06:42):
that hey, that's okay. Everybody wants to learn
who you are. So let's have fun
Luke Charlton (06:45):
cool. And and so I quit my job and I moved to
London. The reason why is thatmy my logic was, well there's
more people in London where I'mfrom is Canberra. I don't live
in Canberra anymore, butCanberra is kind of like
Washington in that it's likealso government jobs. It's the
capital of Australia. So that'ssort of the politicians are and
everything. So I left Canberra,the population is about 400,000
Not not not like massive, butnot tiny, either a bit London's
(07:08):
like a few million, right. So Ithought, you know, there's a
move over there because myfamily is from there. So live
somewhere different parcels,there's a bigger population. So
that obviously means it's easierto grow my business, right more,
more people more opportunity forclients, which didn't really
work out that way. I think Itried like 17 different, like
marketing strategies in thefirst 12 months there. And I got
one client from all thatmarketing. And that client
(07:29):
didn't even come from themarketing that I was doing, it
came from I invested in thisother speaker program, and I met
this guy and he just ended upbecoming a client. I helped him
with some copywriting stuff, butthat was my only client. So the
point is, I tried a lot ofthings and failed miserably. I
did like the I actually joined ait got so bad that I was door
knocking at the end, like I wasliterally going from restaurant
(07:50):
to restaurant knocking onrestaurant doors to try and
convert them into clients. Ijoined a multi level marketing
company selling pain patches,nothing to do with my weight
loss coaching, but I just neededsomething to like to bring in to
bring in revenue. And so Ilearned a lot about in that
first few months about like whatnot to do and I went over a lot
of savings and I came back toAustralia with a lot of debt I
(08:11):
just couldn't afford to live inLondon anymore so I had to come
back home. But that gave me alot of opportunity to kind of
take a couple of steps back andgo okay what I'm doing is not
working and and let's kind ofslow things down and and create
a you know, learn businessproperly. Right and so that's
when I started studying. Likemore successful people,
(08:32):
particularly those in the pastlike what were the most
successful people doing evenbefore internet came along? Like
really famous copywriters likeEugene Schwartz and Gary
Halbert, Claude Hopkins. Someother one of my other favorite
ones is anyway just a few of theold school copywriters and
that's when I fell in love withcopywriting and the power of
(08:52):
copywriting and, and moreimportantly, that I fell in love
with like the fundamentals ofbusiness. This is always like
the boring stuff that peopledon't really want to talk about.
They want to talk about like thelatest bright, shiny tech thing
like the new or the new funnel,right, the new the new funnel,
which for those people thatdon't know what a funnel is,
it's just like a, it's a way toconvert people into clients,
because it could be like awebinar, it could be a five day
(09:15):
challenge where you go into aFacebook group and you you work
with a, you know, someone forfive days, it could be like you
buy someone's book, and thenthey convert you into a client
after you've read the book. Likethere's different funnels or
different strategies to convertyou into a client. That's all
that is, and some are much. Someare very complex, and some are
simpler than others. But thepoint is, I was bouncing around
from all these different bright,shiny strategies. And when I
(09:39):
took a couple of steps back andstarted focusing on the unsexy
things right the things thataren't as exciting like research
your market, right get veryclear on your market, create a
really great offer for thatmarket. Build your list first
email that list right justsimple stuff like that. That's
when I started to see to seeresults. So anyway, back to back
to the story in terms of leavingat that job, I quit that job
(10:02):
because of how unhappy I was.
Now, I do not record like ifyou're on a job and you want to
start a business, I don'trecommend doing what I did.
Because not having money comingin is extremely stressful,
especially if you're living inlike London, which is just like
super expensive, I ended upborrowing money like of my
family at the end, which is nota fun thing to do. So I'd
recommend is you want to stickwith your job stick with the
(10:23):
thing that's that is bringingcash flow, if you can, like if
you can stand it, stick with thejob and then do your other thing
on the side, whatever that sidehustle is rather whatever that
company or businesses that youthat you want to build, and then
when it replaces your income,then then you leave your job.
But like that's terms of the oneof the lessons from that story.
That would be a big one is ifyou can stand your job stay in
(10:43):
and until your new your businessreplaces the income. So that's
like a little bit of an insightinto my the beginnings of my
journey. And then kind of cominginto that was about 2015 is when
I started to research, do moreof the fundamental stuff and
things started to turn around.
Dustin Steffey (11:00):
I have a couple of key nuggets for you that I
think are amazing one, we talkedabout job dissatisfaction,
right. So here's a fun littlestatistic, I don't have it for
Australia, I'll get it to you.
But for the United States, 45%of Americans are dissatisfied
with their job of that 45%already 40% of them want to
leave on a daily basis. Thatmeans 5% are just there to be
(11:24):
there. But 40% don't care,right? We take a look at
unemployment as well. Here's afun statistic. They don't tell
you this on TV. Statistically,we're at about a 10%
unemployment wage rate right nowin the United States. And that's
post pandemic people, peopleafter COVID. They just don't
(11:45):
care to go back to work. They'drather live off the government
and not go back to work becauseof the extreme dissatisfaction
with going and working for theman. So now more than ever, it's
important to reinforce the factthat America was founded. And
I'm not just talking aboutAmerica, because you're in
Australia, right? But Americaspecifically was founded on
(12:07):
entrepreneurship. If you want todo something about your
situation, you have the freedomto go out and do it. It's just
you got to figure out how to goafter it. Right. Which you
haven't even gotten into yourextreme pitfalls yet of you
leaving your government job andbecoming an online business
coach. I know we're gonna diveinto that. But I thought those
(12:28):
statistics were important tobring up right because again,
you brought up jobdissatisfaction you brought up
the ceiling so the invisibleceiling where unless you kill
someone, or they die orwhatever, you're stuck
Luke Charlton (12:42):
inside kill them.
But as well, yesterday,
Dustin Steffey (12:45):
they came for me not you don't worry unless
someone dies or retires
Luke Charlton (12:50):
or they die. Who knows. But yeah,
Dustin Steffey (12:53):
you're not promoting so you're not making
any more money you are cappedout, which I think is the
biggest sham of anything. Ithink as a human being if you
want to make a million dollars,go out and make a million
dollars do it right? You Youshould not be capped out on how
much money you make.
Luke Charlton (13:11):
Exactly. You know it to be honest, like business
even after all these years allyou know, because I get some
pretty amazing results for myclients. Like I run over an
agency where I run ads forclients, then I coach other
people on how to get clientswith advertising. And even to
this day, like There are stilldays like most days I question
like, why am I you know, thiscan be very stressful running
(13:31):
your own business very, verystressful, because it's your
responsibility to bring in andmake the sales bringing the
revenue. And then I've got staffnow as well that I have to pay.
So there's those overheads andthat's, that's stressful. But
then I think, well, what's like,what's the alternative, it's
like going back to a job like,man, the biggest, it's not so
much work, like I if I found ajob where I was constantly
growing, I think I'd probablystill be in a job, it's costly
(13:55):
growing in any asset, theability to like, earn more as
well. One of the biggest thingsif like discount the biggest
thing that's that I that stopsme from going back to get a nine
to five and I never would nowbut would be as you just said,
like just lack of growth andlack of the ability to earn more
as well I hate that feeling ofbeing capped, right like in in
(14:15):
this my business, right? There'sno ceiling on my revenue, right?
There's just my own kind ofdevelopment, like the more I
develop, the higher my revenueis going to. And I love that
because my growth is tied to myrevenue ceiling as well. So if I
want to earn more, I've got toget better and anyway that the
point is it's there's no ceilingor in terms of in terms of that
(14:35):
revenue. It's all and that'sthat it's it's a lot of
responsibility. It's verystressful sometimes, but for me
personally in my mindset, Iwouldn't have it. I wouldn't
have it any other way. Andthere's some people that do
prefer the just a constantpaycheck and that's, that's
fine. That's just not for meanymore. I just I value growth
too much.
Dustin Steffey (14:51):
I think between you and I were conditioned a
little bit and it's especiallyjust in general we're
conditioned to think one way andone way only go to work, collect
your paycheck, come home, focuson paying your taxes and do it
all over again. I think thatthat has been slowly the
conditioning, and you have torecondition yourself outside of
(15:14):
that. That's just, again, Luke,my personal opinion, my humble,
personal opinion, the peoplethat really figure it out,
though, are the ones that kindof do exactly what you said,
Listen, I'm tired of beingbarred to X amount of dollars,
I'm tired of, of, of being, youknow, going to work everyday
doing the same thing when I knowI can do more. Or I went to
(15:38):
school and got an education,right. And I am not using that
education and optimizing itfully. I'm not giving back in
the manner that I think I canall those things start to make
you wonder. And as anentrepreneurs start to make you
drive yourself into a differentdirection. And again, like you
said, it's hard. The road toentrepreneurship is a lonely
(16:00):
damn road. I'm telling you thatright now, it also is a hard
road, if you don't ask for help.
It also could kill you, right?
It could, it could put you intobankruptcy, it could do a lot of
things. But the road toentrepreneurship, when you
figure it out is rewarding.
There's no cap on revenue, ifyou can figure out how to
continue to make money, you canbring others into the fold and
(16:20):
help them know learn andunderstand. And now you're
teaching others to do the samething, which is amazing. Now
we're starting to bring backothers into the fold. I mean,
there's endless possibility toentrepreneurship. This is why
it's important to me to reallystress on this. This is why we
have a podcast onentrepreneurship. This is why we
(16:41):
bring on different people indifferent perspectives. How
you're in Australia, Luke, andyou're doing it right. Like you
can do it anywhere. And if youdo it right, you're an online
business coach. So for you,you're not stuck in Australia
shit tomorrow, you can go toHawaii, you can go to St. Louis.
Luke Charlton (17:01):
I'm not vaccinated. Well, yeah,
Dustin Steffey (17:03):
I mean, barring the COVID stuff, right? Like,
like other than that, like youcould do certain things that
others that are working a nineto five, or government job,
can't because you have to go toyour boss and be like, Hey, I
got two weeks vacation. Can Itake that time off? And
sometimes you get told no.
Luke Charlton (17:24):
Yeah, like I said, I finish midday, right. So
at the end of this interview in30 minutes, that's the end of my
day. And then I spend the restof the day with my kids. And
that's it. So it's a much betterthat's the other thing is like
going back to a nine to five,which I didn't even think about
the other day, like I went backto a nine to five, that would be
four or five less hours per daythat I would have with my kids,
(17:46):
right? Which is also like, Idon't want to I don't want to
give that up. You know, so, somuch benefits to being you know,
being your own boss to havingyour own business.
Dustin Steffey (17:54):
So let's dive into something here. Because
you're your professional coach,your professional online coach,
you've scaled your business, wedidn't really talk about you
damn near going bankrupt. I'msure we should talk about that
to definitely kind of assess howyou rebounded from that. And
then I also want to talk abouthow did you find your success
(18:14):
right? How did you becomesuccessful what sort of things
did you need to do in order tofind that success? That's what
people are interested in rightnow for your story?
Luke Charlton (18:24):
Yeah, so the first thing is so with most
markets pretty much everyone inbusiness right there's always
the people that fail and peoplethat succeed so me for whatever
reason, I don't know why this isbecause they're so I help
coaches right so other highticket service professionals,
mainly coaches, right, and thereare some coaches that succeed
and some coaches that just goback to a nine to five for
(18:46):
whatever reason I've never it'snever been in my mind to go like
to give up like to give up onthis because I always saw this
as like when I became a coachagainst whatever reason I'm
like, Okay, now I'm a coach, andthis is what I'm going to do.
I'm just going to become abusiness coach, I bought this it
was a health coach, and then Iloved the marketing and sales
side of things and that's why Ibecame a business coach. But
anyway, I never saw it as like ahobby or something. I think a
(19:11):
lot of people see theirbusinesses like Oh, I'm gonna
try this and if it doesn't work,that's okay because I'll get a
job I never that never evenentered my mind if it doesn't
work there's always this mymindset was always this is what
I do. This is my identity. Thisis like my career so I've always
seen this as a career and I justnever had that in my mind to
like do anything else howeveragain going into like the nearly
(19:34):
bankrupt thing, right? So when Icame back from London I was in a
lot of I went over a lot ofsavings and came back with with
a lot of debt and like debt withcredit cards and debt with
family. So what I did when Icame back in order to start
paying back that debt and justnot stressing about money
because I put on like 25 poundsin London just from from eating
like just crap food like sugarand stuff just because I was so
(19:56):
stressed with anxiety with moneyissues that I was just kind of
like shoving my face for food,that's kind of like how I dealt
with the stress. Anyway, when Icame back from London, I got a
side job in a bar, like in theevening. So I got to like a
cocktail bar where I was justmaking drinks from like, say,
five till nine o'clock at night,and but during the day, I would
grow my business, right, I wasstill working my business. So I
(20:17):
use that side job to pay off mydebts to pay my bills, so I can
live kind of not stress aboutmoney, and then needed to build
my business. So yes, and that'sa good strategy that you can
use, you can get like a sidejob, whatever, a part time job
to help support your businessidea. And that's what I did. So
it wasn't like a full time job.
I did get something on the sideto support that. But I worked on
my business during the day. Andthen I just did that at night.
(20:40):
So but the point is, I alwayskept focused on like, I know, I
want to be a coach. Yes, I needto bring an income somehow, I'm
going to do this. I did it forlike, I think six months. And
then that was in 2014. And sincethen she doesn't 14 I haven't
worked for anyone else. But Ihaven't like had like a job.
Yeah, so So anyway, so I usethat to support, like my journey
as my career. So that was mymindset in terms of, I think if
(21:01):
you want to be successful, youhave to have that mindset of
it's not like, if this doesn'twork, it's the mindset is, this
is this is going to work likewhat my mindset is like, what
else am I going to do? Like, I'mnot gonna, like, that's always
gonna master like, what else? Ilove doing this? What else am I
going to do? This is my career,like, what else is there? I'm
not going to go back and be anIT guy. For the government.
That's just not even on myoption list. Like, what else is
(21:25):
there? If I'm not doing that? Soit's kind of like how can I make
it work? And you just keepmoving forward? Yes, it's going
to be you're going to havechallenges, but you just keep
moving forward. You keeplearning from your mistakes you
and coming back to the thingsthat you mentioned, and like,
what am I kind of lessons interms of how do I how did I get
to where I am, there's that onein terms of the mindset, the
other one? Okay, so let mecontinue to the story. When I
(21:47):
came back from London, Istarted, I really hated the free
strategies like the organicstrategies of growing a business
like going into Facebook groupsgoing into LinkedIn groups in
London, I went to networkingevents, like five nights per
week, because there's that manynetworking events, you could go
that many times. So I was justdoing all these like free
strategies to try and getclients. And that's great when
you've got a lot of time, butit's just like this. It's just
(22:08):
so tedious. And it's so timeconsuming. I didn't want to do
that. So I knew that I wanted tolearn advertising because it's
more automated. I bought thisguy's course. And he had an
agency and doing his Facebookcourse it was amazing course.
And he put up an ad in his inhis Facebook groups saying, hey,
we need to, we're hiring mediabuyers. So what I did is I I
applied to do like a, like acontracting position work as a
(22:30):
media buyer, and he was going totrain me up out of 50 people, I
got the gig. And so I went fromspending like $20 a day on my
own campaigns to like $100,000 anight like literally like
overnight, so probably more like$200,000 a month overnight. And
so I learned very quickly how toget results with paid
advertising. And I worked hisname's Jason, I worked with
Jason learning from him for acouple of years and his agency.
(22:52):
And then I went out and createdmy own agency based on what I
learned with him. And so setthat since 2017 2018. So I've
been doing my own agency sincewithout since then basically.
And then my second big lesson toshare is and Jason basically
changed my life in terms of Ijust learned his skills and to
learning from a mentor is a keything. So having the right
(23:13):
mindset, and then learning fromsomeone who's been where you
want to be, is massive, likeI've had a couple of I've had
some really terrible mentors,and they can be a detriment,
just as much of a negative assomeone can be a positive,
right, because they can reallyhold you back for many years.
Because you've if you investwith the bad like I invested
like $35,000 with a mentor thatbasically he found out it was
(23:33):
turned out to be a fraud. And hehe got so many people
complaining he had to like go toChina to like get clients like
I'm not kidding. He It was thatbad his name, but that bad. He
had to like flee to China,basically to continue his
business. So that was one of myfirst kind of like mentor that I
invested like, what I just saynaive, I didn't really
understand what I needed at thetime. And it wasn't what he was
(23:54):
teaching basically. And he heknew what, what I needed, but he
didn't give like he, he sold mesomething that I didn't need,
basically anyway, my problem wasmy father didn't do enough
research. And that's anotherlesson. It's like if you choose
a mentor, do your research, makesure they're actually legit,
make sure that they haveactually helped people in your
position. Because when you getthe right mentor that's actually
(24:14):
good, they will transform yourlife. So I've had a few amazing
mentors in terms of helping mewith my avatar to learn
advertising, learn sales andlearn marketing as well. And
that's
Dustin Steffey (24:29):
something that we preach on the podcast. Luke
is like, this information thatwe provide is for people to
understand what to look for sothey can do their research and
do it well. And then buy intowhatever they want to buy into
right so that what we provideall of us not even just you and
I but every guest I've had on isinformation about a journey that
(24:53):
we've all been through. But atthe end of the day, you as an
individual need to do your ownresearch before you make your
own decisions planning. Simple.
That's it.
Luke Charlton (25:01):
Absolutely. And as something that I didn't do as
effectively as I should have inthe beginning of my journey, and
it cost me a lot of money and alot of wasted years, too, but
you know, it's all part of mystory, and I am where I am
because of that story. You know,there are things that like
Jason's, I only came acrossJason from an ad I saw, you
know, on Facebook, there's gotthe got the right hand column,
(25:24):
there's a little little adthere. And it was Do you know
who Frank Kern is Dustin? Sothere was a picture of Frank
Kearns face and it was. SoJason, at that time, ran Frank
Kearns ads. Okay, so it was atestimonial of Frank Kern. And
so I clicked it. And I wentthrough to the sales page of for
Jason's Facebook advertisingcourse, which at the time was
$1,500. And I'm pretty sure frommemory, I bought it straight off
(25:46):
that sales page. Because of thattestimony, I didn't actually
watch his webinar. I just boughtit straight from the sales page.
And so we know if it's goodenough for Frank Kern is good
enough for me. And that's,that's why I bought it. And that
little like, just like if I'mcould have never seen that ad,
right. And may never have beenintroduced to Jason. But so it's
like, these things happen inyour life. And you look back and
you go, wow, like if you know,these these points in time, it's
(26:08):
like the sliding doors moment,right where your life can go
this way. Like, as I said,without that Jason's help my
mentor, I wouldn't be where Iam. In terms of like running
ads, I said, I went fromspending 20 bucks a day to
$200,000 a month, literallyovernight. And that's
experienced that very, very,very small percentage of people
have, even in my industry. It'ssuper, super valuable. And
(26:31):
that's why I haven't get greatresults today. So anyway, like,
I don't regret any thing thathappened in the past. Like I
would obviously you do thingsdifferently, now that you have
learning, but it's all part ofthe story, right? So the lesson
here is, yeah, do. Do yourresearch, do it well, before you
hire a mentor.
Dustin Steffey (26:45):
So let's dive into one thing that I thought
was interesting. And ourlisteners wouldn't know this,
because I pre researched youbefore, right? So one thing that
you brought up was, mostentrepreneurs have some form of
a pitfall when it comes toleveraging social media, email,
whatever the case may be, I kindof want to dive into that a
(27:06):
little bit. We don't have togive them everything. But like,
I just want to dive into thatbecause it's all about
awareness. So let's create thatawareness right now with our
entrepreneurs and businesspeople.
Luke Charlton (27:16):
Yeah. So what did you mean by that have a pitfall?
Is this like a marketingspecific?
Dustin Steffey (27:20):
So like, like the pitfall could be like not
using email in the right terms?
Right, or communicating wrong ornot? Using not using it in the
right manner? Right, not usingit to its fullest capacity? I
Luke Charlton (27:33):
guess. Yeah.
Cool. So I'm gonna start withagain, this is all back to my
story of how the gentlemanright. So when I came back from
London, I, I started focusing onthe fundamentals. And I was
doing what a lot of coachesentrepreneurs do, which is they,
when they go to run in, like amarketing campaign, whether it's
with advertising or email, orwhatever, and they're trying to
get more clients and more sales,and it doesn't work like it
falls apart there. A lot of thetime they associate, the reason
(27:56):
why it's not working is becausethey don't have this bit of
tech, right, or they don't havethis new whiz bang strategy. I'm
not using like FacebookMessenger or not using Facebook
groups, or I'm not using SMSmarketing, or some whiz bang
funnel, and they associate thereason why they're not getting
results or sales with that,right. And so that's why they
bounced around from differentstrategy to different strategy,
(28:16):
different tactic to differenttactic and each new one, it's
like someone going from diet todiet, right? So you always asked
like, you know, if this dietdoesn't work, and then this diet
doesn't work, and then thisdiet, why did people keep doing
that? Well, the reason why isit's marketing, right? So with
every new strategy, it givespeople a reason to believe maybe
this, maybe this diet will bedifferent. That's why people
keep going from diet to diet,it's called a unique mechanism.
(28:38):
That's something that EugeneSchwartz came up with as a
copywriter. That's a uniquemechanism. That's why people
keep trying different diets,because they think that this
time will be different anyway.
But the real reason why they'refailing, again, this is in the
context of marketing is becauseof their message. It's always
something to do with themessage. Now let's get more
specific. This is where this isthe unsexy stuff that is very
obvious, but people don't reallyfocus on it. But this is like
(29:00):
80% of your success as anentrepreneur, whether you're
selling physical products, orwhether you're selling high
ticket services, or whatever,right so this is all business is
very simple. And you guys aregonna go Yeah, that's that's
obviously but again, peopledon't spend enough time here. So
what is business business is gota market with a problem, a
problem market with a problem,and then you've got a solution.
(29:21):
So you've got the solution, theproduct, the service, right? So
all business is is selling yoursolution to the market with that
problem. Okay, now, here's thething, because we entrepreneurs
are so in love with our product,we start communicating about all
the cool features and stuffabout our product, and it just
goes over the prospects head andthe prospect is going well, no,
(29:41):
I've got this problem, right.
How does that actually help? Howdoes it actually help me? I'll
give you a give you a perfectexample as I like multiple
conversations with us today.
Just today. I do this almostevery day with my clients. Okay,
so I had a new client starttoday and she helps female
pastors, right? And so I said,Okay, what's the point? What
like some really simple stuff?
What is the problem that you'resolving for these for these
(30:02):
women, these female pastors,like the like the leaders of a
church, right? And she said,Well, I want to provide like a
support group where they cankind of talk about what they're
struggling with and stuff andsay, well, that's kind of like
that's like kind of a problemwith more therapy. And she said,
he, I didn't want to be atherapist, she wants to do
coaching. And I said, Well,that's one thing that you could
kind of sell, right? It's asupport group where you guys
(30:23):
kind of talk in a face orwhatever. That's one thing,
right? But let's talk about someof the problems that that that
this female pastor has with thechurch. And you know, one
problem is they need more woolon revenue, but they more
donations, right. So that's aproblem, Mr. Donations, they
need to retain theircongregation. So because the
problem with it with churches,just like businesses is
(30:43):
attrition, right, is turnover,people leaving the church, so
they need to get new members,that's why they need to retain
those members. So the point is,I'm going through like different
problems, like big problems thatthese female pastors have with
their church. And so as to doit, like, if you want to sell
like a high priced service,you've got to sell a high priced
problem. And this is such asimple concept, right? Pick up
(31:04):
pick a painful problem to gopick a very painful problem. And
then you're offering yourmarketing speaks to that
problem. And I said to like,you're not necessarily actually
changing your coaching, you'renot changing that. It's just
putting your service in thecontext of of a problem, right?
So getting the problem andcommunicating to that problem in
the first instance, is what somany entrepreneurs, and coaches
(31:27):
as well have problems haveproper problem with because
they're, they're so deep intheir own methodology, or their
own product, that they don'tactually know how to communicate
just that simple problem. Sowhat I do is I just go, Okay,
let's find a painful problem.
Once we get that, and we have agreat offer to solve that
problem, then that's 80% of oursuccess, then we can much more
(31:47):
easily generate appointments,which is what I'm generally
helping coaches with to get moreappointments, right? So they can
make more, make more sales, getmore clients. But in terms of
like, what's their going back toyour question? Like, what's the
big floor? It's number one isnot focusing on the
fundamentals. And the biggestfundamental is like, what's the
problem that you're actuallysolving could solve a bigger
problem, you're gonna get paidmore like you're going to be
(32:08):
able to charge more for yourservice. And I've got many more
examples that I can go into tokind of expand on that if you
want. If that doesn't, if that'snot 100% Clear. But that is like
key, if you want to besuccessful business, like that's
all businesses, right? It'slike, what's the problem, solve
a bigger problem, say, like aposition your product in a way
or your service in a way whereyou say that you can solve that
problem, and you'll get paidmore? That makes sense.
Dustin Steffey (32:29):
Makes perfect sense. I think. I mean, again,
most most of the people thatlisten, they they understand
that so honestly,
Luke Charlton (32:35):
people understand it, but then they go to do a
marketing campaign and then itthey kind of understand it on a
surface level. Like I get that.
But then when they go to writetheir campaign, they're still
not they're still not doing itright, because they're still in
deep in that product. So as Isay, like to, like start with
the market first. Don't evenworry about you're actually it's
a good lesson, right? Becausethis is kind of like the
copywriters copywriters like toplevel copywriters that right
(32:58):
like long sales pages, and thisis what the guys did in like
someone like Eugene Schwartz,he's not alive anymore. But this
is what they did. Right? Theyare Eugene Schwartz, he is a
copywriter, but he actually hadhis own health company where he
would sell health products, oneof the things that he would do
is before he even created theproduct, he would actually write
the sales letter for theproduct. And he would say he
would look at his say, actually,the first thing you do is you
(33:19):
get clear on the market, here'sthe market, what's their
problem, their problem iswhatever fibromyalgia or you
know, chronic chronic fatigue orwhatever the whatever the health
problem is, right? So he'd getclear on the market, then he
would write this a sales letter,that would be like, the most
amazing product that this clientcould ever dream for. Right?
They just did all these things.
(33:40):
And then he would go okay, thisis what the what the prospect
wants, like a like, if you thinkabout like weight loss, like a
push button solution where theyjust like the the weight has
kind of dropped off, that wouldbe like the, you know, the ideal
kind of weight loss product asan example, but he would write
the, he'll write the salesletter first that was speak to
all of these kind of dreamoutcomes that would address all
the prospects frustrations thatthey have with other products,
(34:01):
right? So he would write thesales letter, then he would go
and create the product based onthe sales of that and try and
deliver as many of those kind ofdream outcomes for that for that
prospect. So the point is, stepone is like it's always
starting, you start with themarket, if you want to ever know
what's a good offer for amarket? Or what would be a good
product, or what's a good blogpost, start what's your what's
(34:22):
the market that you're trying toattract, because they're going
to tell you all their fears,their frustrations, their
challenges, and then you createthe product based on what
they're struggling with. Andthat's gonna help you create a
better marketing message thatactually speaks in their
language. So what a lot ofentrepreneurs do is they have an
idea for a product or they havean idea for a service and they
put it all together and thenthey try and fit that product
into a market and that's a muchharder way to actually grow you
(34:45):
know, CRO successful campaignbecause it's sometimes you then
use seeking a square peg in around hole, and that's what I
was doing with a client today.
She has this she helps coupleswith infidelity. One of them's
cheated as an example, she helpsreconnect them and she's got
this off When I looked throughher kind of offer, and I said,
Well, your market, you know, oneof the things that these women
like said the Heartless said thehusbands cheated, right? So one
(35:06):
of the things that your thewomen will be wondering is how
do I, how do I know my husbandis actually committed? How do I
know he's not going to cheatagain, and she has nothing in
our program to address that. Sothat's what I mean by you start
with the market, go look at whatare their biggest questions and
their concerns and their fearsaround this problem that you're
solving? And then you create aproduct that way? So I said to
her look, you want to, you'regoing to have to add something
(35:26):
into your program that addressesthis question that they have.
This is what I mean by a lot ofpeople start with the product,
then they try and fit it intothe market and that that is
harder to sell because thenyou're not, you're often not
actually speaking to what it isthat they want. Does that make
sense? Yeah, so that's like,this is the unsexy stuff that
people don't want to talk about,but this is what makes you
money. This is a successfulbusiness.
Dustin Steffey (35:48):
I like the unsexy stuff though, because it
makes you money. So like for me,like it might say unsexy, but
that's sexy to make some money.
Yeah, yeah. So, so let me askyou something we've we've, we've
covered a myriad of things,Luke, and I think we've done it
very well. And there's been awealth of knowledge. If you were
to leave one super key fact orgolden nugget for the listeners,
(36:11):
like one super important thing,what would you what would you
say? What would you leave themwith?
Luke Charlton (36:18):
Yeah. So that question and and, and usually, I
end Most interviews with this,and we've kind of already
addressed it. If you want to besuccessful in business, which is
why people are listening tothis, right? It really comes
back to your to your attitude.
And seeing this as like, this isyour career. As I said, like,
this is your identity. It's likewhat else is there, there's
nothing else to do. So if youhad that, that mindset and you
(36:39):
just continue to move forward,you will get to where you want
to go, right, get a mentor,that's been where you want to be
and you continue to moveforward, you will get to
whatever that goal is 50k amonth, 100k a month or whatever
it is a certain amount ofproduct sales or a certain
amount of clients. It's aforegone conclusion, it's not a
matter of if it's a matter ofwhen, okay, that might be in 10
years, who who cares? Like whatelse you're gonna do, right? So
(37:03):
as long as you have that, like,this is your career you like you
will get there. For me, it tookme a long time to get to the
goals that I had. So funny. WhenI when I walked into, like when
I went moved to London that Iassign it to like you open a
bank, right? That's one of thefirst things I had to do was
open a bank account. And thelady asked me, she said, Okay,
what's your prediction? Shesays, What's your projected
(37:26):
revenue for like, for like thenext 12 months? And this is how
like, naive and delusional Iwas. I said, Ah, because I had
his lofty goals, right? It'slike, because I thought it'd be
easy to sell coaching to notlike a million pounds, like
actually taught it like amillion pounds, which is in
Australian, that's like $2million a year, like in that
first 12 months, I earn, like1500 pounds total, like that's
how much my first client, baby.
(37:49):
So
Dustin Steffey (37:50):
when I answered that question, Luke, I was the
opposite of you. I was like, Idon't know, we're startup I
think. I mean, we've made $0right now. And so I'm not
Luke Charlton (37:59):
Yeah, I should have said that. This is how
like, naive I was. So the pointis, like, I had these lofty
goals, and it's taking me a longtime to like, get to that level,
right? And again, it doesn'tlike it's not for me, at the end
of the day, it who cares in theday? Because this is what you
do. Yes, you have these goals,you will get there. If it's in
five or 10, you know, 10 yearstime? Who cares? The end of the
day? Because this is what youdo. This is your career. This is
(38:21):
your? Yeah, this is what you do.
Now, yes, there's going to beshorter term goals that you want
to hit to pay for your current,you know, expenses and have a
kind of an okay, lifestyle. Yes,I get that Ben has those big
lofty goals. Okay, who cares ifit's five years away, or 10
years because you're doing whatyou love to do. And this is what
you do, and and who care. So thepoint is, if you keep moving
forward, you will get to thosegoals. You just got to get a
great mentor, keep movingforward. And it's not a matter
(38:44):
of if it's when I think
Dustin Steffey (38:47):
that's a very important golden nugget. So I
thank you for leaving that foreveryone because it is super
important. I like to end theinterviews with things about
Luke. So things about you,right? So for example, if our
listeners resonated with you,what is the best way to get in
contact with you? What are thesehigh ticket sales items that you
(39:07):
coach on to because that mightpique some interest as well. So
I just for the last part of thepodcast, just want to like how
do we get a hold of you? Whatare you doing currently with
your coaching? Like are youcoaching on selling something
specific whatever the case maybe, so that way people know who
you are and what's going on?
Luke Charlton (39:23):
Yeah, usually. So I will say I have two coaches
that I work with. So someonethat's usually over six figures,
I will run their ads for them alot of the time. But if you're
under six figures, and even justgetting started, like basically
what I do for that type ofclient is I will help them
create an offer right thatsolves a painful problem right
off their off up their package,and then help them sell that
basis. So I've got a system thatI teach to, to get clients
(39:46):
however, you have to be like anexpert at something right? It
could be fixing relationships,or it could be anything else or
dating, helping people getdates, whatever it is. So as
long as you have some level ofexpertise, you don't have to
have had a coaching businessbefore or even sold anything,
but you have to be an expert insome particular solving some
type of problem or areaexpertise in some area, then I
(40:07):
can help you. So but probablythe best next steps is, is just
to probably jump on my listbecause that's where I talk more
about my system. And it's prettystraightforward. Literally, this
is just a simple email systemthat I teach. That's like it's
no complex, no complexity,because again, it's not about
the complexity, it's not aboutthe latest tech, it's about the
problem. And the solution. Aslong as you get those right,
(40:28):
then you just need a simplesystem to get clients. So
anyway, what I recommend is goto go to nine, email offers.com.
So just the number nine, emailoffers.com. And that's like,
you'll just get a free guidethat shows you kind of like some
different email offers that I'veused in the past that other
clients have used to help bringin clients. And that may be
relevant to you or not,depending on whether you have a
business or not. So you cancheck that out. But more
(40:49):
importantly, we'll jump on mylist and then you'll see how my
system works. Again, it's very,very simple. And then you can go
from there. If you want to speakto me, we can have a chat from
this. So probably the best nineemail offers.com
Dustin Steffey (40:59):
Perfect. And for our listeners, I will have
relevant links in the episodedescription for all of Luke's
information just so that wayit's easier for anyone to get a
hold of him. Also, we do havehis guests profile that will be
on the chopping wood firewebsite. So we'll have his
lovely headshot there so you cansee what he looks like how
Australia is treating him allthe fun stuff. Hey, Luke, I
(41:20):
appreciate you man. Thank youfor being the first Aussie on
chopping wood fire. We love you.
We appreciate you. I knowthere's going to be more to
come. So I appreciate you beingon with us and welcome to our
family.
Luke Charlton (41:32):
No worries, Dustin it was it was a great
interview. I appreciate youhaving me
Dustin Steffey (41:35):
on. It was definitely fun. I had a lot of
fun. So thank you
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