You need to clean up your rats’ nest 8 Minute Mastermind

Kit Volcano runs The Little Volcano with his wife, Rosy. They train coaches. Their business has been compared to running a mystery school and a sacred funhouse of mirrors. He's celebrating completing his first talk. He opened for Kyle Seaspin. And he nailed it.
 
04:11 Challenge: We only have one entry-point to working with our business. So it can only grow as big as our challenges can be. So we don't know how to get more people into the events, which is the thing I really love doing. 
05:19 Question: Who comes to your events?
05:24 The people who do the week-long challenge. 
05:32 Question: What is your current funnel? 
05:35 Every single person in the challenge comes from a referral when we teach our coaches how to do enrollment. 
05:53 Rosy: Or it's people who've seen us on stage. 
05:57 Question: Why don't you do paid advertising?
06:00 I paid a guy once, he was totally optimistic at first, then he came back and said we have too much of a culty vibe and it'll never work. No results, then he bailed. 
06:33 Question: Who's ever hired a s****y service provider? Who's still been successful despite hiring a shitty service provider? 
06:40 Brad: You who else is is culty? Every other major successful brand on the planet.
06:59 Suggestion: So that guy's an idiot. Go hire somebody else. 
07:16 Kit: We've been through 3 marketers. There's no trust there anymore. 
07:20 Rosy: We hired someone to fix our website. It was a bust. We hired someone to transform our campaign; he just transferred all of our contacts and then ghosted. 
07:33 Question: Are you getting referrals from trusted second paties?
07:36 Yes. 
07:56 Question: Are you not spending enough for the right people? Let's nail down the problem. You're either not investing enough to get the right people or the leadership or communication is mismatched. 
08:15 It's probably both.
08:28 Suggestion: You've got to be about to suss out someone's value. I've seen talented people way undervalued and terrible people way overvalued. You need to learn how to structure deals so that you won't get hurt if they produce nothing. Walk the deal toward having everybody win. 
10:10 Suggestion: But these relationships take time to build. Give them a month or two to see how they do, then start giving them more. Make sure you're getting what you're paying for. Think of "if this, then that." 
10:35 Suggestion: Be slow to hire and quick to fire. 
10:48 Suggestion: You've also got to be reasonably competent with all of the tools; clickfunnels, Bitly, spreadsheets, etc. I get nervous if I don't understand a process. If there's an emergency, I need to know what to do. 
11:33 Suggestion: Have them make videos of themselves doing what they're doing, so you can learn it, too. And make that contingent upon them getting paid. 
12:15 Suggestion: Being an emotional buyer ends up f*****g everybody. 
12:52 Suggestion: Ads are just science; use the scientific method.
13:14 Suggestion: Spend enough money to teach Facebook to send you the leads that you want. This will probably be more than you think you need to spend. They're called conversion events, and you need to send at least 50 in order for Facebook to learn. 
 
14:24 Suggestion: Split-test your pages and copy. The ads, the images, everything. You don't know what will work, so you need a lot of options. You get closer and closer with every iteration. 
15:28 Suggestion: When you're advertising for a location-dependent event, it's the trickiest ad. Try having an opt-in. Try 3-month lead-ups. 
17:19 Suggestion: Is extremely difficult and expensive to get somebody to commit to showing up to a thing in person. It's extremely easy to get somebody's email, by offering them some free virtual value. If you're targeting within 50 miles and getting an email, you know that you can continue to market to them consistently, without having to pay again. You have the ability to get them to co