Stop ✋, Snap & Switch, with Krista Mashore

Welcome to amplify the personal brand entrepreneur show. Today on the show, Bob is speaking with Krista Mashaw. I taught this to a girl and she did $600,000 her first event. Well, that's because you're this and that. But you're right, I can do a million dollars a month. If I can teach you to do it, a half a quarter of that, you know, fifth of that and you made 200 $0. And you could system have to do that every single month, would you do it? And you don't need a huge list. We've learned what to do to get people to come back and to say and show up. So you don't need all these people. You could just do it on a lower scale. If you took this process in this model and you made $100,000 a month, would it make an impact on your business? Hi there and welcome back to the Personal Brand Business show. My name is Bob Gentle and every week I speak with incredible people who share their secrets to building, marketing and monetizing their expertise. Intentionally growing a unique personal brand and the mindset you need for your business to grow and thrive. If you're new to the show, then why you still have your device in your hand? Take a second to hit the subscribe button. That way you won't miss a single thing. And if you are a regular listener, then consider sharing the show with just one person. It's the best way that you can help the show grow and help me reach more people. And if you're watching on YouTube, because we are on YouTube now, finally seemed like a lot of work in the beginning. It turns out it's kind of easy. Take a moment to subscribe and also like this video, that way YouTube will spread me just a little bit further. So any amazing journey has two parts. There's where you travel, there's your map and your directions. But another important element is the traveller. It's who you are at the beginning and who you become on the journey. And what makes the biggest difference to that is your mindset. The mindset that you embrace on a journey is what's going to dictate what you take from that journey. And this is something I've become really interested in as I speak to more and more successful people. Some of the most successful people I know are not the people now that they were the beginning of that journey. They embraced growth and they learned that that growth doesn't happen by accident. So this week I am thrilled to welcome back Krista Mashur and we're really going to jump deep into mindset. Krista has a new book called stop, snap and switch. Awesome title, Krista. So, Krista Mashur, welcome back to the show. Hi Vaugh, thanks for having me again. I got to say, your name fits you. You're just so kind and gentle. I love that your name is Bob mandel. Yeah. Honestly, so many times I've been tempted to change it, but it's perfectly. Thank you. So I am impatient to the point of vibrating to speak about your book because it's a topic I'm really excited about. One of the things that I've as I mentioned this before, if you take any really successful person, they are not the person now that they were at the beginning of that journey when they were first trying to struggle and find their way into whatever it is they've become awesome at. And I spent a lot of time trying to unpack what is that? How can we systematise that? Which is why I'm very excited to speak about your book, because it really is focusing on mindset. But before I get too deep into that and get carried away, as I'm inclined to do for the listener who's maybe meeting you for the first time because you are a returning guest, that only happens when you're awesome. Can you maybe tell us a little bit for the listener who is discovering you for the first time about who you are, what you do and who you serve? Yes. So I have been in the online coaching business for just exactly almost five years and one month, I teach real estate agents and lenders, and now we're actually transitioning also to help other coaches utilise digital marketing and social media to dominate their markets in nontraditional ways. So we really specialise with that, with real estate agents and lenders. And now we're actually helping coaches in something called the million dollar month model. We've done $1 million months the past 24 months in a row. Even through the pandemic, we've done as much as $4 million in a month. And so now we're teaching people our systematised strategy from A to Z on how to attract clients and more importantly, how to actually convert them through a challenge and then onto a three day virtual event. And so, yeah, I'm very excited. Prior to that, I was a teacher. I taught third grade for six years. I have a master's degree in curriculum and instruction. And then I became a real estate agent. I was the top 1% real estate agent for 17 years. And then I decided to teach my specialties into coaching. And one of my coaches, Russell Brunson, always says, you should teach who you were five years ago. So now we're expanding into teaching where I was five years ago when I first started taking my expertise in real estate and opening up an online coaching company. So that's that's that's me. That's me. So I have questions, some qualifying questions, because when I hear million dollar months and for the listener who's maybe listening to the audio version of the podcast, they can't see what's behind you. And for a lot of people watching on YouTube, they may not understand the significance of what's behind you. Can you maybe just explain to the listener what it is that's behind you. Yeah. So we actually have three more that my husband has to hang up. So we have created eleven sales funnels that each have generated a minimum of $1 million. This one right here, the big one, shows that we've done $25 million. And this one shows that we have done $10 million. We have another one of those coming on its way right now as well. We've done over $42 million in sales online from in five years, in one month in coaching. And that's just for the coaching company. So, yeah, those are ClickFunnels. And so we specialise in digital marketing. We are absolute specialists in it. Russell says that only 0.2% of people ever get one to Comma Club, and he says .0001 get the $10,000,000.01. And there's only like a few hundred of us that have the $25,000,000.01. So we're well on our way to getting $50 million. We'll get that award at his next conference. And that's really great. But I wish I could start with talking about where I came from, because I feel like if people understood where I came from, my background, I think it might make this story a little bit more interesting and also more attainable for everybody. Because I think that sometimes people look at you or me and they see people that are doing podcasts or movie on stage, or who have written books or done things, and they think that they've got some special power, or they came from an affluent place, or they just kind of were dropped into money and success. Would that be okay if I do that, Bob? Absolutely. And I think for very good reasons, like you described, because that journey where it began is more important than where you are right now. Oh, absolutely. And I want everyone to understand it doesn't matter where you're at or what you're going through, your life can be drastically different in three months, six months, twelve months, a year from now. And I believe that so much if you just make a decision and choose for that to happen. So I have a very great family, but when I was growing up, it was a great family, but it was kind of like I lived in two families. I had this very happy, church going family with the most loving, supportive mom and dad. But then I also had a mother that was the same happy mom that was also very physically abusive. And it was happening in secret. Nobody knew about it. Pretty drastic, quite frankly. And that happened for many, many years. And I was a very insecure due to the abuse, very anxiety type of young girl growing up. And so finally, when I turned 13, I just couldn't handle the abuse anymore. So I started running away from home. And for about a year, it was running away. Living on the streets, living in cars, living in RVs, living in abandoned buildings, living in my friend's closets at night, where their parents were sleeping so they wouldn't know I was there. And finally, I ended up breaking the law. I ended up breaking into my third I'm sorry, my 7th grade junior high locker room, the PE room. So when the kids were at PE, me and my friend that I was running away with because she was also having some sexual abuse, actually, from her father, we ended up breaking into the PE room, stealing all the clothes, filling all the lunch money, and then walking with these two great, big, huge, black trash bags full of clothes, purses and lunch money. And we ended up getting caught by the PE teacher, which ended up getting us thrown into juvenile hall. So I stayed in juvenile hall for about three and a half months. And I remember being in juvenile hall, and you got to understand, like, I was a very religious girl growing up, very God fearing, very Godfriend family. And I was like this perfect kid that was, quite frankly, afraid to go outside of the box because I was afraid I would get in trouble. The abuse was so bad that I ended up wetting the bed until I was about ten. I couldn't read until I was in fifth grade. I had to go to a special education class until I was in fifth grade. So all the background kind of will give you an understanding of the abuse. And so when I was in juvenile, remember the first week? I remember there was this girl in there, and she had to have been at least I swear still that she was 12ft tall. She was probably, like, five foot ten or something, and she had this bright red hair, and she was really a large girl. And I was in the bathroom, and I remember seeing her grab this other girl's head and just start bashing it against the porcelain toilet. It's like what you see in the movies. It was the scariest thing. And I remember thinking to myself, oh, my gosh, I am going to die in this place. I don't belong here. It was horrible being in juvenile hall. I ended up adapting, and I'm very adaptive. And when that girl did that, she ended up getting stuck into isolation. They kept her there for, like, a month. She had her eyes on me for some reason, and I was like, oh, my gosh, I'm next. And so what I did was I ended up, like, befriending her, so much so that they ended up making us roommates. So the story behind that is, if you ever get incarcerated, make sure that you pick the meanest person there and become friends with them, because she became my protector, so much so that she was like, kristen, when you get out of here, you can move to San Francisco and I'll take care of you. She was a madam. So this is I didn't do that. So crazy story. So I stayed in juvenile hall for about three and a half months. And then they sent me to a group home. The group home was called a Hidden Hills Group home for girls. There was nothing hidden about it. In fact, they would drop us off every single day in the biggest green bus labelled Hidden Hills for Girls. And that just told everybody in high school was 9th grade that we were misfits and screwed up kids. And so we were chastised, made fun of, we were bullied, horrifically. People would not talk to us. It was just more like being at that school just reminded me like I wasn't good enough. There's something wrong with me. Nobody likes me. I just felt less than, quite frankly. And so it was something that between the abuse and that it was tough to get out of. So then after spending a year at the group home, I ended up going back home and things were still not better. My mom wasn't abusive anymore, but she's just because I wasn't religious at that point, we lived in a very, very religious family. So when I left, I also decided I'm not going to do this religion anymore. And because of that, she didn't talk to me for many, many years. And so one day I finally told my dad and my probation officer, I called and said, listen, I can't stay here. So I made the choice to leave. So my probation officer arranged for me to go into a foster home. So I spent the remaining years in a foster home and it was really hard because when I left my dad, I remember him begging me on the porch. She's like, Krista, we can work this out, please don't go. I actually talk about it in the book, so much so that when I was reading the book, because I have an audio, I was crying as I was reading it because it's still hard to talk about. Believe it or not, even I'm 51 years old, because it was so dear. But he cried and just beg, don't leave, don't leave. And I was like, dad, I have to, because he didn't know about what was going on with my mom. So ended up going into the come up to the new foster parents car, crying all the way there in the little, you know, silver Toyota and that was that. So haven't lived at home since I was 13 years old. Luckily went to my foster and found a really great group of girls and just made a choice to find the right group of girls. Because I was a good kid. I was a really good kid. I just wasn't a bad situation. And so it was really hard not to live at home. I remember crying for months and months. I missed my family so much when I left. It actually tore my family apart, my mom, and did it having a nervous breakdown, many, many memories from her childhood came up, and so my brothers felt like Crystal left, and so they kind of blamed me for the family falling apart. So it's just been a lot. Right. With that being said, I will tell you that my mom and I have one of the best relationships ever. When I got out of the group pump from all of the therapy, I went to her house probably when I was around 21 or so. I don't remember the exact dates, but I confronted her and change it up. Telling and my dad would have happened and going through counselling with me and helping me heal. So it's a really great story for a couple of reasons. One, that not to live at home since you were 13 and have that kind of abuse from a parent, it causes a lot of psychological issues in your mind. But the fact that the abuser also was the hugest part of my recovery and cared enough to do so is very uncommon with abuse, I would say. So I think it's very rare. It's very rare. They usually deny it or make excuses for it's. Very, very rare. Yeah. So you wanted to lead with that? Because I think what you described to me is not coming from a place of privilege or anything like that. And I want to come back to where you are now, five years into a coaching business, million dollars a month. That's, again, very unusual. The majority of people in the coaching space are lucky to make 100 grand a year. Let her loan a million dollars a month. So I'm curious to know tell you a story. I had a podcast guest years ago. She was pitched to me by an agency, which most aren't, and most of the time I hit the delete key. You must get these as well. Yeah, yeah. But this one was set up a business at home making soap. And at that point, my my finger was really going hard on the delete. And then I saw $25 million a year business after five years at the bottom. And I thought, I need to understand how that happened, because so many people start businesses making soap at home, but they don't do that. That's great. I asked her, Why did you do this? And they don't. And her response, I'm going to paraphrase, was, your business will grow when you grow. And this is why your book is so relevant and why I really want you to maybe reflect on how did you embrace that growth in your mind. What's the difference between you and your coaching business now and all those other people who started their coaching business five years ago? What do you identify as being the difference? What is your mindset, perhaps, that that they don't have? So you know what's crazy? It's like, okay, so here's the book, right? Stop, snap and switch. Train your brain to unleash your limitless life. Now train your brain. All right, I will tell you. I had to train my brain. I had to reprogram my brain, my thought process. And you can literally train your brain. They say that your body has it's just weird how it works. So this book, how I've written it, it's fun and interesting to read because science can seem kind of like, oh, what is she saying? So I wrote it in a way that was like easy to read, fun, and I have tonnes and tonnes of research, examples of people doing research studies on people to see how the brain affects the same groups of people when they do things differently. So just know you literally can train your brain to do what you want it to do. Because our thoughts, right, and the way that our brain works, our thoughts create our brain to do things for us or against us. And so your thoughts, your philosophies, your beliefs, they turn into your actions. Your actions, which are your habits, your rituals and your teams, right? And so those thoughts that create those actions, they actually create your life, your success, your outcome, the results that you're going to get from those actions. So everything reminds you starts with how you think. So I remember I'm to the place now and trust me, I constantly have to stop, snap and switch. And before I go into it, I'll explain what stop, snap and switch is. So we have between 30,060 thousand thoughts in a day. Now, most of them are like, should I do this? All these thoughts you're completely unaware of, right? But 30 to 60,000 is a lot and unfortunately, a large number, around 85% of those thoughts can be negative thoughts, right? There are worries, their stresses, their concerns, and most of that is due to the media of what we're seeing, because negativity sells. So negativity is all around us. It can't be more relevant than it has in the last few years with everything going on, with COVID the recession, interest rates, like everywhere you look, there's people getting killed and mass murderers and just horrible stuff. So all of that is negative and so that negativity can seep into us. So we have to stop when we start thinking about negativity. And negativity can be anything as far as you're thinking about your relationship with your spouse, how you feel about yourself, what you can accomplish, your energy level, what you're good at, the way you look, the way you sound, how tired you are, all of those thoughts are not conducive to success for you, right? So if you can stop and recognise, for example, right now, I am a little groggy, I'm a little tired because I'm going through menopause and I've been having trouble sleeping, right? So this morning when I woke up, I didn't feel 100% energised. So I had to say to myself, today is going to be a great day, you're going to perform so well. Like, you woke up, really great job, it's going to be an amazing day, right? So instead of me thinking, oh, my gosh, you're tired, you didn't sleep well, blah, blah, blah, I told myself a different story. So I stopped and recognised how I was feeling, but also how I was thinking about it. So I stopped and recognised that. Then you snap your bracelet. I didn't have my bracelet on, so I was like, I didn't do the snap part. So stop, snap, and then switch. A negative thought comes out. You stop and recognise a negative thought. Then you snap the bracelet and you switch the bracelet to the other hand, and then you rephrase that thought. Right? So I'm tired to be okay. I think, oh, my gosh, I'm so tired. I can't do this. It's like, all right, these almost over. You're going to be great. Just a few more hours. Let's go. Right? It's no matter what you're thinking, you stop, snap and switch. And the reason why switching and snapping is so important is because you're thinking about it. And then you're doing a physical action to get the brain to realise, as you're saying, the new thing. So it all goes hand in hand. All right? Now you can stop, snap and breathe. Snap, snap and super pose. Snap, snap, and do I have all these different tricks in here with the stop, snapping? So it's not just stop, snap and switch. There's several techniques that you can that really can help you optimise having the best life ever. Like literally having the most limitless life you can ever imagine in every area of your life, not just money. So that's the stop, step and switch. So I wanted to make sure that everyone understands that. And I forgot the question. Bob, it actually doesn't matter what the question is, because usually I've forgotten the question once it's asked. What was really interesting was I don't know if you've read Todd Herman's Alter Ego Effect, but what you're describing, this physical anchoring in a ritual, is really powerful. He talks about sort of trying to perform in moments of impact and having an alter ego that can essentially carry some of the weight. For you, it's a psychological device, but anchoring, that in a physical totem. So when you acknowledge that this physical object exists, the alter ego can step in and take some of that for you. But what I like about what you're describing is it's very multipurpose, actually. It's quite powerful. And I think if you understand anything about neurology and psychology, the physical anchoring of a ritual to help you move from one place to another is really powerful because the unconscious works much better with that. And if you're going to retrain your brain, that physical anchoring is really important, and the ritual is really important. I'm going to have to read that book I haven't read yet, which is I'm actually glad I haven't because it shows that I want to read it now, so I can even get more into that. It's very different. Todd is like a very high performance coach. He works with athletes and people like that a lot. It's an awesome book. So to stop, snap and switch. I entirely get that, I think. And there's somewhere I want to get to with this. One of the things that I encounter a lot in most people, and you'll probably recognise this, is that there's almost like a success barometer. It's met thermostat almost so that when we achieve a certain level of success, that's our normal state. And every time we go a little bit beyond it, the world seems to organise itself in such a way to just put you back down to where it was normal for you. And what I like about the Stop, Snap and switch is it potentially gives you a method for resetting that thermostat at a higher level. For me, I think that's really what I want to understand in your journey is at what point did you look at where you were and think, okay, this is normal, but we need to set a new normal? And how do you move from the old normal to the new normal? Because in that there's also this whole question of identity. How do you move from being somebody who is used to maybe earning 35 grand a year to somebody who's earning 200 grand a year? Because that's a different person, it's a different identity. This is a good question. Now I remember the question you actually asked. You asked about my first started coaching. How did I do that? I have gotten to a point because I'm so into mindset, right? I mean, you got to think about it when you haven't lived at home since you were so young and you had the abuse, the anxiety, the fear, the stress. It's so prevalent within your body. And I did a lot of counselling, so when I was in the group home, they made me do counselling and then I realised that I still needed it because there was always something in me that just wanted to be more. And I can't explain it. I think I was born I really believe that I was put on this Earth to help people. And I believe that the universe, God, whatever you call him, put me here and put me through that so that I could be a catalyst for people to help them see me as somebody who managed. She did it. I can. And so my superpower, honestly, is inspiring and motivating people to take action. And that story really helps people realise like my BS excuses are just that if she can do it, I can. And I think that's what people need, that anybody can do anything. It doesn't matter where you came from, what you've experienced, those are things that happen. And I've chosen to make my message, if that makes sense. And so I constantly have to do the stop, snap and switch. It's something that, even though I have multiple million dollar year businesses, million dollar month businesses, that I constantly have to remind myself. And sometimes I have this tug of war, right? And I don't beat myself up for the days that I'm feeling down or discouraged or upset. I try to let moments not turn into weeks and things that go on or my thoughts not turn into hours or days or I try to make it into minutes and sometimes it takes a little bit longer, right? Like I'm human, I'm normal, but I'm constantly aware. And the more aware that I am of my Practise, the better that I do. And it's just about making the mental shift. I will tell you, I tried to use a different word than mindset because I feel like some people think that mindset is overrated. So I did all this research and went to synonyms or whatever the words are, trying to find a different word, and there just, quite frankly, wasn't one. So I wanted to put some. But mindset, I always tell people, is so much more important than skill set. And so when I first started my coaching business and I'll tell you, it was not easy. I mean, no one knew who I was. I didn't have a list. I mean, locally, everyone knew me in my city because I'm a great marketer. But marketing locally and marketing nationally is a completely different thing. So what I have learned is if you ask yourself how many times you just go, you stop, because it just seems so out of reach. And I'll tell you a quick story about that. So recently, I just was the number two affiliate winner in the Tony Robbins and Dean Graziosi launch. It's the largest affiliate launch in the world. I had never done one before. And so their team member called me and asked me, krista, will you do this launch? And to be quite frank, originally I told him no, because I had had an experience from someone that worked in the company with them and they had given me a negative experience. And I told this to the person in front of me and she said, Krista, I respect you. You're right, you're probably not the right person. However, can I just tell you that what you were told is completely inaccurate? In fact, I have an amazing relationship with them. Mostly women work with them and they're absolutely respectful. So I was so happy she told me that because I wanted to do it, but I didn't want to go against my values, right? So I ended up looking into their programme and I ended up doing it because I believed in what they were selling. So now, you have to understand, I'm not somebody who has a big list. I'm not famous, nobody knows me. I'm like, kind of. A low dog on the totem pole, if that makes sense. I'm not saying that in a negative way, but I was going up against my mentor, Russell Brunson, who has millions of followers. Ed Milette, like Brendan, Bruce, Art, all of these people who are well known in the digital marketing space, hundreds of thousands, millions of followers. And then there's me. So I wanted to do this because the winners got to go. If you were in the top ten, you got to go on a five day. Mastermind with Tony Robbins and Ningraziassi and the top 1% person got an eight hour day and that number two got a four hour day. There was these really cool things and I was like, that would be amazing to be in the room with Tony Robbins and Dean Graziassi for five days. Like, I want to do this. But I kept saying like, how are you going to beat Russell Brunson? Again, he is my mentor. These are all from Russell, how are you going to beat and bylette, he's got millions of followers. So finally I said to myself, krista, quit asking how and just do. And then what I started to do was I just started to make my mind up that I was going to win this thing. Now, I made a mistake though, because Russell was my mentor and he's very competitive. I was like, there's no way you're going to beat Russell. So I kept visualising myself as being number two. So I would see myself at the table with Tony. Literally, I can tell you where Tony is sitting, where his wife sitting, where Dean is sitting, where I'm sitting. I visualised this thing. And then I just made up my mind like, I'm going to do this. But I didn't ask how because if I asked myself how, it kept like being a self defeating purpose. Because it honestly is like one of these miracles. It almost seems impossible that I could beat these people. So I just started doing and I developed this plan. And I visualised. ##ized. It and every day. I wake up and I'd see myself and I was like, doing tug of war every single hour with like, how christ did I stop it up and switched and tell myself, you can do it. And here's why. And you've got this. It's going to happen. So that's why I tell you, it's not something that all of a sudden you're perfect. I mean, I just did this about six, four or five months ago or so. Anyways, it turns out that I end up when the launch happens. I didn't have a lot of people that actually made it into their challenge, but once they made their offer, immediately I was number one. So out of all these people, I was number one. And they were like, who is this person? Like, no one ever even heard of me. And I was number one. And then it was like within a couple of days, like Russell was number one. So for two or three days Russell and I were like number one, number two, number one, number two. It was like this battle, right? And then all of a sudden I got to number one and was number one for about two days or so. And in the last 8 hours two other people that were in the top ten joined forces together and within the last 8 hours they beat me just by like 30 or 35. But it was like everybody was like we're rooting for you. You're like the underdog. Like how are you doing this? And then afterwards they told me your conversion numbers were smoked. Everyone else. So I beat all these records within and it was because not because of the mindset hi baby girl. Not because of the mindset came here, but because of my level of influence over people and my ability to help people really be able to stitch my puppies. Hello puppy. My ability to really help people believe in themselves, achieve things and influence them in a positive way to do something that I totally believe in. So that's just an example of me utilising a strategy and really honestly, you know who these people are, Bob, obviously, so you can understand them. I don't have a lot of followers, I don't have a big list, but I did have a really good strategy, a good mindset, a visualisation, and just like a belief in myself that you are good. There was no taking no for an answer. Mind you, it was the hardest two weeks ever in my business because it was so stressful and I had to work on my mindset like every minute, hour, day. But it was a really great thing. And again, more proof of just how powerful and strong your mind can be to achieve things that almost even impossible. That was like an impossible thing, most people would say if you kind of knew all the details. I think what's really interesting listening to that is it's a great story of almost David and Goliath because you didn't worry about the how. It was just like you wake up every day, take action as best you possibly can. One of the things that frustrates me is when you meet somebody as an adult and they think that they're finished, they think they've arrived, this is who they are, this is what they do, this is their lot in life, that they're just a finished piece of work. And it's just so not true. What you described as the power of the compound effect. Over time, that same attitude of don't worry about how, just take action. Always focusing on the positive finding of ways to manage your mindset so that you can take the steps forward. That process refines your personality, it refines your ability to have vision and execute. And it's that process of refining over many years that's the difference between because if I had been given that challenge, I haven't refined my mindset and gone through that that furnace, if you like, that means makes you can do that now. But I wouldn't achieve the same result now if I'd started five years ago. And I probably could have. I'm rambling a little bit, but you can kind of see, and I hope the listener can also see where I'm coming with this. Just because it's always been so doesn't mean it always has to be so. It's entirely down to you. And what you describe is a wonderful story of taking control, staying in control. When you lose control, it's okay, but stop, snap and switch. Take it back again. Get back in. Yeah. And a person's biggest regret is not doing something that they still have the ability to do. Right. They said that. That's one of the biggest regrets in life is not doing something that you still can. And I'll tell you, anybody can do anything. When I first wanted to get into coaching, I was doing about $1.8 million a year in gross commissions as a real estate agent. 47 years old. And my family was like, Krista, we love you, but normal people, like at 47, don't leave their careers when you're making almost $2 million a year to be a coach. Like, not a good idea. And they loved me and wanted to help me and support me. But sometimes people's fear will hold you back. It's like the crab pulling the crab down because they'd rather pull the other person down, the crab down and not get out of the pot. Many times people that love us do that without really knowing, right? So they put their limiting beliefs on us. And I am so happy I didn't do that. Because it took me 14 years to make a million dollars a year as a real estate agent. Took me eleven months to make a million dollars as a coach because I hired the right mentor, which is Russell Briston, to help get me there. And here's the thing. When I first started coaching, I mean, it was just myself, and I had one team member help me, right? And we just started reading books, and I hired Russell, and I got into a great mastermind because you are the closest of the people you associate with. And I was in this room with these people like Alex or Mosey and all these amazing marketers that are just like millionaires and they're doing so well, and lady boss and all these people. And I remember looking in that room thinking, why are you here? You don't belong in this room. These people are so much far advanced. And I had to stop stepping. I remember sitting in that room, almost ready to walk out, and I had to say, no, you're doing this. Sit here. If they can do it, you can do it. And that is my thing. If they can do it, I can do it. I believe that if anybody can do anything, that I can do it, too, as long as I put my mind to it. I devised a plan. I hire the right coach because I think it's very important. Coaching, accountability and support are some of the main factors why people are successful. But the biggest factors why people aren't is because they don't have coaching, accountability and support. And there's tonnes of studies on that which we talked about in the book, Stop, Snap and Switch. So I made a plan. I made a decision. I hired the right people, surrounded myself by the right people, and I just didn't stop. And it was difficult. I remember sitting in my kitchen crying, like, Why did I do this? It was like, I'm paying from Peter to PayPal, still selling homes, taking from that, putting it into my business. And then eventually 1 second, Bob, that's fine. I forgot what I would say. Now, Bob, I think you kind of brought things to a natural conclusion with that. I think what I wanted to ask you about next was there will be marketers listening to the podcast who will destroy me if I don't ask what, from a marketer's perspective, is the obvious question. Okay? For a million dollar month, there's different ways that you can get there. You can get there through organic content, through your list, through things like that. I have to ask, what are you spending on ads to achieve that? Okay, that's a great question. So our average profitability is between 52 and 57%. December was a horrible month. We did 6% profit because I gave a bunch of bonuses and it was just an outlier. So our ROAS is insane. So we, on average, spend between 80 and $120,000 a month on ads. And right now, we've got around 50 plus employees, 30 of which are from the Philippines, 20 of which are from here. Let me tell you the process of how we did it. For the first three and a half, four years, actually, we would run a five day challenge. We've done everything from free challenge to $27 challenge. We've done all different ways. We track everything. Before it was like a ten day challenge and it was a seven day challenge. Now it's a five day challenge. It's an hour a day. On day four, we would make an offer about a three day event, a three day virtual event. So now, mind you, we've been doing this now for 24 months. For 24 months we've done this process, but we changed it a lot during the week. Every single month, we optimise one thing. Okay? So my goal is, how can I improve one thing or change one thing to get better results? So if you would see what I track, you'd probably freak out. So we did that and we would always change and tweak things. At first, it was a $97.03 day event and then we did a $67, then we did a $47. During the last holidays we did $27. Now it's back up to 47 99. Okay, so this three day event is all the challenges designed in a certain way to convert, and the three day event is designed to convert. Now we don't do the Challenge anymore. Instead, we do something. Called what's? Working. Now. We do an hour and a half webinar training, whatever you want to call it. We give them amazing stuff and now we invite them into the three day event. And we have found that that converts at about 1% less than the Challenge. But it takes me way less time, way less attention. And so for that 1%, I don't care. And it's only because we just started doing it. So we are going to convert even better. As far as those numbers, we did it like two or three times. So what's working now? So we now prefer to do the hour and a half training into the three day event. I don't make the offer on to my massive offer. My offer is $24,000 for a twelve months a month coaching programme. In any other industry that would be more like a $50,000 programme because I work with realtor real estate agents and they're like a different beast, if that makes sense when it comes to investing because it's so easy to break into it. So the whole entire event is built to do three things. Number one, which is the what? I want you all to hear me your biggest, and I can tell you because right now you're saying to yourself, I don't believe I can do that. That doesn't seem right, that's too hard. It's almost impossible. I have to help you with your belief, right? Your job as a marketer, as a coach, somebody who's selling something to somebody else, especially when it comes to helping them with their business or their mindset or their bodies or whatever it might be. Your biggest job in this event and in the Challenge is to overcome their belief that they can do it. You've got to get them to believe that they can do it. Okay? And I'm very good at teaching people how to believe and also getting people to believe. So belief is the main thing that you have to do, is getting the consumer to believe that they can do it. And it's also your hardest thing to do. Second thing you got to get them to do is to believe that what you're selling the vehicle, right? The thing that you're selling that's going to get them the result that they want to believe that that is going to work for them. They got to believe themselves, believe in the vehicle. And lastly, they've got to believe in you as a coach or that you can actually help them, that they need you to get them that result. Those three things are the entire precedence of the entire three day event. All right? And there are so many different ways to make this happen. They all go together. And that is why we are so good at getting people to convert. Russell, just recently, Bredson had me teach to his two comma club members and his category team members. He had me teach this strategy of we call the million dollar month method. And it was an hour and a half training. People were like, oh, my gosh. Because we break down everything we're doing during the challenge, everything that we're trying to do during the event, and, like, how sequentially we get people to do all of these things and really, really believe in themselves, believe in the product, and believe that we're the ones that they need to help them. So I didn't start out that way. It used to just start in the very beginning. We would just do Facebook ads, we do videos, we drive traffic to a lead magnet, drive traffic to my book, then we drove traffic to sales calls. And so it was a completely different model. Now, we don't have setters right now, like, 95% to 96% of our money coming in over the past five years. And one month has absolutely been I'm sorry, not 24 months. So we've did this model for the past 24 months of scratch, what I just said. So all of our income from the past 24 months has come from this model of challenge or hour and a half webinar directing to the three day event, making the offer on day two before lunch, and then having a sales team. And we've never had more than three salespeople for the past five months. We've only had one, which is a big mistake, by the way. We need more. So taking those people, getting on a call and talking to somebody about our programme, we started out when we first started doing the three day event, it was $18,000 and it was $19,000. Then it was $21,000, $22,000. Now it's 23 97. That's been the sweet spot. We tried to go to 28,000 and girls, and it didn't convert as well. So we literally have tested so many things. Like, we know now from doing this 24 times, show up rates, when's the best time to make the offer, people, or come back after lunch. Like, we've just tested everything, how long it should be. I mean, you did something 24 times. And now we've even gotten to the point where it's virtual. So I've been a million dollar months not even showing up or being there at all multiple times. So I'm actually re recording it this month, actually, on January 16, 17th and 18th. I'm doing it live, but we're going to be recording it live to then run Evergreen for three or four months in a row. So now we've been running it like, I'll do it once and then let it run but we've done this thing live, at least I would say 17 times, because we spent the whole first year perfecting it, changing tweaking. And then we were like, let's run it virtually free for a couple of months. And then we're like, okay, I've learned some things. The market is changing. Let's do it again live. And so we run it to aware that it looks like it's live. We tell them, hey, some of this is recorded, some of it's not, which is true. This is live. I am here. My team's here. I came to the background commenting we have a live embassy. It's just that I don't have to show up now every single time because it was very difficult. I will tell you, doing a three day event once a month, it started to kind of take toll on my body and my voice. So we're trying to do it to where, but it's been awesome. I mean, I was at Russell's Atlas training last month, and you're hiring him on TV, and we made a million dollars that month, and I was like, not even there doing it. So it's been it's been an awesome model. I think what's really interesting listening is that, first of all, if anybody, if, if anybody's smart, they will go back and make some notes. And I made some notes that was the most succinct master class in how to run a funnel I've ever heard, was really well done, really well. And I can tell when somebody knows what they're talking about. You could have probably spent an hour explaining that, but you didn't. Oh, it's to be what I was going to say. Yes, it's the top of the hour. I know you have another call you need to jump on. I would like to have you back to talk about funnels specifically. Okay, yeah, I can come and talk about the whole model if you want. Like, I've got amazing slides and stats, and I can tell you, like, what we track. We have all these levers of, okay, how do you get people to show up? How do you get people now to participate? How do you get people then there's all these triggers that we test, and then we have all these ways that we've gotten people to do the things we want them to do. And it's been through complete trial and error. There is a lot involved. Obviously. It's not just a question. We're making a million dollars a month, and we've been doing this for 24 months, and we do it every single month. Our first virtual event that we ever did was just on Zoom, just like this. We did 1.3 million. Our first one, right? This is the thing that what I want the listener to hear is that don't think 80 grand and Facebook ads. Think system. Get the system right. Then that's a system. You can invest in reliably knowing you're going to put a dollar in the top, and ten comes out the bottom. And you can scale. Right? I mean, if somebody told you, okay, like, I know. I mean I know. I taught this to a girl, and she did $600,000 her first event, so it's like, I know. And people well, that's because you're this and that you're, right? I can do a million dollars a month. If I could teach you to do it, a half a quarter of that, fifth of that, and you made $200,000, and you could systematically do that every single month, would you do it? And you don't need a huge list. We'll have only 400 people there, or 600 people. I think the most we've ever had is around 600 people, virtually. But we've learned what to do to get people to come back and to say and show up. So you don't need all these people. You could just do it on a lower scale. If you took this process in this model and you made $100,000 a month, would it make an impact on your business? Right? Absolutely. So it's all relative to what you're willing to do, you know what I'm saying? Absolutely. So I would love to have you back sometime soon to talk about that. Also, I haven't had a chance to read the book yet, and I feel terrible whenever I have a guest as a book, if we're talking about it before I've had a chance to read it, sometimes I'll just skim. Sometimes I'll read properly. I haven't been able to because yours isn't out yet. So once I've had a look, why don't we talk again and we can really go deep? Yes. And I'll send you the audio cut boot today. Again. It's called a stop, snap and switch. Train your brain to unleash your limitless life My name is Krista Mayshore, and if you want I'm not sure when you're going to be getting this out, but it's it's going to the 25th is when it comes out, but you can get a pre release, and we'd love for you to pre order it. It's Kristemayshore.com preorders. That's cristamayshore mashore kristamayshore.com preorders. And you can pre order it for only a dollar 99. I would really love for you to help me with that. It would be amazing. And it comes out on the 25th, so yay. Wherever you get this podcast, it will be in the show notes below, whether it's YouTube, on the website, or on whichever player you're using. Krista Mashaw, I have had the best fun with you. Thank you so much for your time. Thank you, Bob Gentle for having me. So yeah, I appreciate it. Bob, you're amazing. I know you asked me you wanted to ask me something before I left. No, this is absolutely fine. Let's leave it there because we've probably got seconds left. I know you have another call, but that does bring us to the end of another episode. Thanks to you for listening at home. If you enjoyed the show, I would gently encourage you to leave a five star review five stars wherever you listen to podcasts. If you did enjoy the show, you will also love the personal brand business roadmap. It's everything you need to start, scale or just fix your expert business. It's 50 pages of everything you're really going to need. So click the link in the show notes or visit Amplifymeet Agency Broadband. Thanks again for listening. Thanks Krista, and see you next time.