Get A Clear Picture Of What You Actually Do with Jonny Cooper, Jonny Hates Marketing - Business Foundations

Get A Clear Picture Of What You Actually Do with Jonny Cooper, Jonny Hates Marketing

March 23, 2021

Your business foundations define your future success. Jonny Cooper is eager to share his extensive experience on how important it is to get a clear picture of what you do and where your business is heading. Also, Jonny contemplates what lies behind marketing and highlights how important it is to have a clear picture of what you do in your business.  

About Jonny Cooper:

Jonny Cooper is a British entrepreneur and acclaimed marketing hater. Along with that, he is a piano player, international racing driver, and an engaging business coach. Having scaled his own company, he now supports coaches, therapists, and consultants who are serious about growing their practice and enjoying vast opportunities in life.

The importance of solid business foundations

A solid business foundations are crucial for the success and longevity of a business. It offers stability, guides strategic decision-making, and fosters trust among investors and stakeholders. Businesses that have a solid foundation may make decisions that are in line with their goal and vision, ensuring that activities are consistent and targeted at attaining intended results.

In addition, a strong foundation enables businesses to adapt to changing market conditions, operate efficiently, and satisfy customers. Customers who are satisfied turn into loyal brand ambassadors, resulting in repeat business, favorable word-of-mouth recommendations, and a steady growth. These businesses can withstand downturns in the economy, disruptive innovation, and competition. This stability contributes to the longevity of the business, allowing it to thrive over the long term.

Moreover, it supports scalability, growth, and the ability to seize opportunities. By establishing a solid foundation, businesses set themselves up for long-term success in a competitive business landscape.

Lastly, they can identify and address potential risks, such as financial risks, operational risks, legal and regulatory risks, and reputational risks and mitigate the impact of unforeseen events. This can enhance the business’s resilience and safeguards its long-term viability.

Episode highlights

  • Jonny explains why you need to get your business foundations right before you can talk about marketing. You need to clearly understand what you are doing and how you deliver your ideas. [12:28]
  • Jonny points out that having a personal brand is not enough – you need to manage it to see proper results.  [16:40]
  • The current trend Jonny sees is a shift toward working online because of the pandemic. More and more businesses are taking their operations to the digital world, creating a whole new world of possibilities. [18:00]
  • Jonny’s program is a bridge to take you from where you are to where you want to get to and who you want to become. So if you have ambitious goals as an entrepreneur, don’t miss a chance to work with him! [25:50]

Jonny Cooper’s best advice for entrepreneurs

 “You will not be able to sustain the level of commitment and consistency necessary unless you are doing something that really lights your fire. You need to find what resonates with you.”

Connect with Jonny Cooper:

Follow Beyond 8 Figures:



[00:01:21] Michael: So let’s jump right into the conversation. It’s been almost two and a half years since you’ve been on Jonny, what’s new?

[00:01:30] Jonny Cooper: Hey, lots is new. Great to be back. And surviving 2020 I guess feels like quite an achievement. But we’ve done that quite well. The business has been growing for the last couple of years. You know what? There was so much demand for coaching and training and therapy so my work directly is more in demand, as is the work of all my clients it seems. You know, the world needs to heal, more people into transition out of employment into self-employment. So, you know, all the stuff that I train my clients to get good at is just more and more in demand it seems like we’ve got a bit of an exponential business going on here.

[00:02:18] Michael: Awesome.

[00:02:19] A.J. Lawrence: Is the business Jonny Hates Marketing, or is that what you use as your sort of brand positioning? Because I love the name.

[00:02:28] Jonny Cooper: Yeah. But both. I think people, people know me as that now. I’ve written my book, which became a number one bestselling book also called Jonny hates marketing. Half of people define me through that niche. You know, I mean the niching journey is really at the heart of the success that I’m enjoying now and will continue to, because a deep understanding of who my ideal client is, namely coaches, life coaches, business coaches, therapist consultants. Coupled with my deep understanding of their biggest challenge, which is getting enough clients to make a living. Those two things together are encapsulated in the idea of me hating marketing, because they all hate marketing too.

[00:03:19] You know, I haven’t met a therapist who says, Great, another day of marketing or a coach for that matter, they just want to coach and therapists want to want to therapy so whatever it is, so you know, getting clients to their door, preferably beating a path to their door is the holy grail. It’s what they want more than anything at all.

[00:03:41] So me helping them with that really resonates and my community on Facebook that Jonny’s marketing Facebook group is growing exponentially now. More and more people are getting and enthralled and engaged by it, I’m pleased to say. And my program has been a monthly sellout since I launched it in March 2018.

[00:04:03] I run a program called the Client Attraction Blueprint, and we take four people on there in a small group. We’ve launched that every single month since March 2018, sold out. But maybe this year demands seem to spike, so we, we launched two in parallel and ever since May this year we’ve launched two simultaneous CAB as we call it the Client Attraction Blueprint intakes. So it seems like, you know, demand is growing to say the least for this kind of stuff.

[00:04:33] A.J. Lawrence: I had been perusing around some of the reviews and stuff and the people who are taking your 12-week, it’s a 12 week program, correct?

[00:04:43] Jonny Cooper: That’s right. Yeah. Yeah.

[00:04:45] A.J. Lawrence: Great. No, I really, a lot of very positive responses and just how you were able to help them, as you said, locked down on the persona that they need to focus on and the niche that they’re reaching out to that was mentioned again and again, I thought that was pretty impressive.

[00:05:07] Jonny Cooper: Yeah. Now, listen, I know you’re American and all that A.J., but can I just take you to task? The word is niche, niche is a French word. So none of these niching nonsense, what that is,

[00:05:27] A.J. Lawrence: We share a language and it is fun because I worked in London years ago and I had more confusion over things that we had agreed to than other countries where none of us spoke the same language.

[00:05:47] Jonny Cooper: You’re right. I mean, I think at the apex of that awful confusion is probably if you’re working with a colleague in an office in London and he tells you is going outside for a fag.

[00:06:00] A.J. Lawrence: Actually, I can top that.

[00:06:03] Jonny Cooper: That’s going to pretty much wind you up.

[00:06:05] A.J. Lawrence: I can top that. In university, my junior year I had a British roommate, so I went to the airport to pick him up and I knew that there was a slang word, shag, that you guys use and in South Carolina where I went to university because I ran fast and caught footballs, shag is a dance. It’s like the twist. So I drove him deliberately by the Coliseum and there was a big sign Statewide Shagging Contest.

[00:06:39] He was like Oh my God, we gotta go. We gotta go.

[00:06:46] Jonny Cooper: My goodness! If it was an Olympic sport, I’d won a gold medal, but couples.

[00:06:58] Yeah. Yeah. That’s right. And then make, then you’ve got mixed doubles group. Yeah, it’s just so ridiculous.

[00:07:10] Michael: It would make the Olympics a lot more interesting.

[00:07:14] Jonny Cooper: They would’ve give you a wider audience. Wouldn’t it?

[00:07:18] A.J. Lawrence: Yeah, shag, fag, those are some good ones.

[00:07:22] Jonny Cooper: Fanny

[00:07:23] A.J. Lawrence: Fanny. Yeah, I always thought that was a woman’s name.

[00:07:26] Jonny Cooper: Well, fanny is a real bottom in America, but it’s a front bottom in England, isn’t it? Are you not even aware of that?

[00:07:35] A.J. Lawrence: Front and rear bottom

[00:07:38] Jonny Cooper: Yeah, front bottom as against a back bottom

[00:07:44] A.J. Lawrence: I just never heard it described that way

[00:07:49] Jonny Cooper: As this business podcast, they send it to this. It’s all my fault, wasn’t it? It was all mine.

[00:07:55] A.J. Lawrence: I think I jumped in right away.

[00:07:58] Michael: The real problem here is that I’ve been stuck in marketing for five years. AJ is exclusively a marketer and you happen to hate marketing. So we’re just trying to avoid the uncomfortable discussions.

[00:08:14] Jonny Cooper: Well, you’re succeeding very well. I’m extremely comfortable in the talking at that level. I am married.

[00:08:19] A.J. Lawrence: Since you used the persona and I’m going to call it that Jonny hates marketing. When did that come about?

[00:08:29] Jonny Cooper: It was entirely by accident actually. This is a great story that I never get tired of telling. A pal of mine is a Canadian podcaster called Scott Doucet and he runs a business called Podcast Bay, advising people how to build podcasts and market them.

[00:08:46] I was on a show with him in late 2017 and I’d put this idea from my business together already then, I was taking a few clients on. I call it the Success Party because I thought it was a really good idea. I pulled like a hundred names around my community and they all voted most for this, thesuccessparty.com, you see.

[00:09:11] Great. And I called my program, The Success Project. Like I said, I thought that was a great idea. Nobody else agreed with me in the end. So I was looking to rebrand it. Anyway I think you watched it, I do, and we were just talking about marketing ideas and Scott said to me, and what’s the shittiest marketing approach you’ve had.

[00:09:31] Recently I told him about this American high ticket closer would come on the line with me. I had agreed to this kind of, you know, 45-minute Pitch Fest. It was as much to reverse engineer what they were doing and try and steal it from my business, you know? But this guy pitch this ridiculous thing without listening to a word I was saying, $10,000 program, just what you need, blah, blah, blah, closing at midnight tonight. You know, that kind of thing, how I now pay not for it. So immediately dropped me to $6,000 from $10,000. And I thought, Holy shit, what if I’d agreed to 10,000? I just have wasted $4,000 when fishermen feel even worse when this guy.

[00:10:13] A.J. Lawrence: Wasted all of it.

[00:10:14] Jonny Cooper: Wasted all of it, yeah. So it made me feel even worse. So I was talking to Scott about this and he said, Yeah, I see. That’s endemic in our business.

[00:10:23] He said, so is it true you don’t really like marketing? I said, no, I don’t that kind of marketing. And he said, spoiler alert, Jonny hates marketing. I just went, say that again. Woah. Well, we’re on the podcast, I was on GoDaddy looking for Jonnyhatesmarketing.com, which I registered within minutes and within days, my whole thing was rebranded.

[00:10:49] And the first, I remember it was. I remember the first half a dozen people I invite into the group, they all went great name. Great name. I hate marketing too, we can be friends. You know, this kind of thing. So, you know, these things just happen when they’re meant to. I couldn’t have made that up covenant radio, but it was just a serendipitous moment.

[00:11:11] A.J. Lawrence: Yeah, I’ve been in that situation and I’m a marketer where you’re just like, what are you doing? This is the wrong way you could have had me if you had actually talked to me, not talk to. Yeah, I like that. So do you try and incorporate that, your hate of marketing into it? Or is it just more of like the overall, like, do you talk about.

[00:11:38] Jonny Cooper: Yeah. I mean, I guess the vibe is this. Look, Jonny hates marketing so he’s found an easier way to bring ideal clients into the community. And now you can do that too. So even if you hate marketing, follow this process and it works. You know, that kind of thing. So, it’s a compelling proposition, I think seems to be yeah

[00:12:00] A.J. Lawrence: Nice, I like that because as a marketer growth person, I’m always like, look, you do the foundation first. You figure out what you’re trying to do. You’ll set, you know, once you have that foundation, then you can go learn what’s going to work by repeating and doing. It’s not, let’s create a YouTube video. It’s like that stuff couldn’t happen.

[00:12:22] Jonny Cooper: Exactly yeah. This is exactly what it speaks to A.J..People who think marketing is building a website, starting a YouTube channel, filming some videos, building a program. Kind of, yeah, but you know, there’s this whole piece before marketing, if that’s what marketing is. You need a clear picture of what it is you actually do.

[00:12:48] And what fascinates me so much about the coaching and therapists community is that they’re singularly unclear on what it is they actually do. I have people saying to me when I say, what do you do? They’ll go, well I help people find their symphony. That’s one that I had recently and that’s just utter garbage, isn’t it?

[00:13:10] I mean, nobody wakes up in the morning going like, where’s my symphony. I need someone to help me find my symphony. He was here last night. And a woman there, they said to me with a straight face, I will help you find your spirit animal. And she’s a therapist, you know.

[00:13:29] Michael: It’s a bear.

[00:13:30] Jonny Cooper: I’m going what? Yeah, is it a bear? I don’t know? You know I want mine to be a Thomson’s gazelle.

[00:13:42] A.J. Lawrence: A thomson’s

[00:13:44] Jonny Cooper: That would be really cool animal to be.

[00:13:47] Michael: I can get you a Thomson’s gazelle spirit animal for only 35,000 a month.

[00:13:55] Jonny Cooper: Exactly. Exactly. Yeah. Or a 999, if you sign up today.

[00:14:02] So this before marketing piece, what this talks about to me is, the foundational stuff – what you actually do. Being able to look someone in the eye at a networking meeting when they say, what do you do, Jonny? I say, well, look, I help coaches and therapists to find more of their ideal clients more easily without paid advertising.

[00:14:22] Bingo. I’m not saying that I’ve done that in a second. It’s taken years to hone, but that’s what I do. And you know, and who do you do it for is incorporated in that too. That’s the second pillar, isn’t it? Who do you work with? If you try and appeal to everyone, you look little to no one, obviously, you know, no product or service in the history of mankind has had a very universal appeal.

[00:14:46] At the very best half the world’s going to hate you and half the world’s gonna love you. But those numbers are no, I never, uh, never literally that. It’s probably 0.01% that’s going to love what you do, all the rest aint, which is fine isn’t it? Absolutely fine. So the who you do is the other pillar. And to me, that’s got nothing to do with marketing. You haven’t started marketing at that point of view.

[00:15:11] The third pillar then is your offer. How you deliver what you deliver? What does the offer look like? And again, you haven’t started marketing at that point. You’ve just laid down the foundations of a business. So many people and coaches, therapists particularly, start marketing when they’ve got none of those things in place.

[00:15:35] This is a very common sentiment people say, just another couple of weeks till I finished my website and then it will all be fine. Then just sit back. And the flood gates are open once my website is live, you know. I think that’s why I have so much work still to do. The community as a whole starts from that point really, when they’ve gotten a concept of what it actually takes to become a personal brand.

[00:16:08] A.J. Lawrence: And it’s funny, you bring up personal brands. I’ve seen, you know, as being in the space, the value of personal brands is always been around. You can point back 30 years to people who were known. But in the past five years, definitely the past three years and accelerating I believe, the value of a recognizable personal brand is skyrocketing. And if, you know, as you help people do that, that’s pretty darn cool right now.

[00:16:40] Jonny Cooper: No, it is very much shine. Here’s the thing with personal branding, it’s that you have a personal brand. Everyone has a personal brand. The question is, are you managing it? And how well are you managing it? So whether you’re managing it or not, you have a personal brand. Everybody with a social media account has a personal brand, because all your brand needs ultimately is how people feel when they come across you.

[00:17:07] What does that make them feel? And if they feel well, they have no idea what this person does and, or this person looks a mess, and all their personal profile is full of cat pictures, therefore they’re an idiot.

[00:17:29] All these things are part of your personal brand and the ultimate effect of your personal brand is how someone feels when they come across you for the first time. So, if you don’t manage that, then you’re dead in the water.

[00:17:45] A.J. Lawrence: I want to kind of come back to that concept branding, but first what’s a trend that you’re seeing right now that’s either important to you or, you know, since I think you’re really guiding your client, you know, your members, you’re guiding them, so what’s a trend that you’re kind of excited about right now?

[00:18:08] Jonny Cooper: I think it’s going to be the enforced move away from face-to-face coaching and therapy specifically in my sector. Um, you know, hands-on work if you’d like to working online and where this has always been a desirable way to build a business, a sensible way to build a coach and a therapy business for many it’s now become mandatory, isn’t it? And those who are of no ability and wherewithal to meet clients online, are the ones whose businesses have closed down pretty much. So, whatever you do as a therapist, I would suggest that as a digital version of that, there’s an online version of that. Certainly coaching, you don’t need to be in the same room to coach anybody on anything.

[00:19:01] We’re getting an influx into our community now of at one end, you know, business coaches whose model’s always been predicated on visiting businesses in their premises, you know, in their offices or in their factories and now unable to do so. Um, the other end therapist, you know, touch therapists, even people like chiropractors, you know. If you look at the heart of chiropracty, it’s all in the mind anyway, you know. Most of what can be cured through chiropractic hands-on touch can be cured with NLP techniques and hypnotherapy and stuff like that and some of the more advanced versions of that. So guiding people into how to transition their businesses online, I think, is the big shift I’m seeing right now.

[00:19:49] A.J. Lawrence: It’s funny that you say chiropractors, it was either The guardian New York times or one of that kind of cloud. They just had a piece about a chiropractor who switched to creating an online community and the group listens to each other’s sounds as they do think to listen to see if they’re in alignment or not. And that he’s created this group of chiropractors, so yeah I agree. As someone who’s been virtual for a while, I’ve been like, so what? But I do think people are being forced to look and think differently with this type of situation

[00:20:32] Jonny Cooper: Yeah. Someone asked if I got locked down the other day I said, well, I’ve been socially isolating for 15 years. I never leave this room except to eat and drink and sleep.

[00:20:47] A.J. Lawrence: If you had to start over from scratch, what would you do to create a beyond 8-figure business in this day and age?

[00:20:55] Michael: You know everything, but nobody knows you. You get no money, no relationships, none of that.

[00:21:01] A.J. Lawrence: We’re creating the rules of this, this question we keep going back. Like I said, we’re creating the rules.

[00:21:09] Jonny Cooper: So I presume I’ve been living in the forest for the last 15 years, living off the land.

[00:21:15] Michael: You leave the forest. Somehow, you know about the internet and we’ll give you a hermit cottage and a laptop.

[00:21:24] Jonny Cooper: Great. So I’ve realized that I can’t spend any more my life skinning squirrels for food. Okay, I like this scenario. It’s very interesting. Well, knowing what I know now, assuming that I’ve developed this knowledge mysteriously, I’d say I do exactly what I’m doing. And tell you how I know this because, I regularly undertake a process of self-discovery called the ikigai, that’s a Japanese business tool. Ikigai is Japanese for reason for living or life purpose. I do this with my clients each time we do a new intake of the CAB program. The first module is we run the ikigai with all four of them and the sort of community that we create.

[00:22:17] I do it myself once a year, I’ll be doing it shortly for Christmas. What the Ikigai does, it leads you to what you should be doing of all the things that you could do, all the things that you love to do, all the things the world needs that you could provide them and all the things you can get paid for.

[00:22:36] The holy Alliance of those four, the overlap if you like, of those four lists forms what’s called your ikigai. And my ikigai tells me that I’m right here. Not just in my zone of genius, if I could modestly call it that, but in my playground. Just feels like this is my tribe, these are my people, these are the people I can help. So the quick answer to your question is I would start again doing what I’m doing. God forbid that I got booted off Facebook. I would literally have to do that. And I would, I can’t think of any easier, more rewarding or quicker way to get up and run in and get gaining business than doing this side be. I’d be helping coaches and therapists with their positioning and branding and promotions

[00:23:28] A.J. Lawrence: I like that because once I got, I think that goes back to understanding who and what you’re servicing so getting back to that. For me, I always talk about I’m attached to the other entrepreneur, you know, journeymen and entrepreneurs in this journey.

[00:23:49] So for me, I was like, I mean, businesses that service their journey, you know, the life cycle of the entrepreneur. So I like that that you would go back to your core because that’s what resonates and then bring your skillsets to that.

[00:24:04] Jonny Cooper: Yeah, exactly. I mean, the thing about a deep understanding of an ICA, an ideal client avatar as we call it, is that it just makes everything so much easier because, you can be speaking to one person every time you show up and produce a bit of content.

[00:24:22] With an ideal client in mind, you know their consumer that, you know you’re meeting them on their level, talking to them about what’s bugging them right on air. And it makes content creation more simple. It makes building a tribe more simple because you can spot people who look like your ideal client, invite them in.Boots out everybody who isn’t an ideal client because you don’t want them muddying the waters in your tribe either. So that absolute clarity is I think what drives a business like ours forward this days.

[00:24:54] A.J. Lawrence: Very cool. No, I like that. Thank you for sharing the ikigai now have a tab open and this will probably be a long lengthy discovery process.

[00:25:06] Jonny Cooper: Have a play with it. It’s really good fun. There’s a couple of good books been written about it as well. If you just go ikigai on Amazon, you can download a book that will help you to work effectively as well. Or you could just join us. You just join our program. We’ll walk you through.

[00:25:25] Michael: Well, could you walk me through sort of the rest of the program? Because it seems like you’re starting from a point where before, where most people start.

[00:25:36] Jonny Cooper: Very much so, yeah. I’m glad you’ve spoiled that, Michael. I believe that coaches and therapists dive into marketing too quickly. They start building stuff too quickly. Where we need to start from is a deep understanding of what resonates with you.

[00:25:54] You know, you’re not going to be able to sustain the level of commitment and consistency that’s necessary unless you’re doing something that really lights your fire. I mean that really floats your boat, et cetera, et cetera. You’ve got to get up every morning, grateful that you’ve got a chance to do this wonderful work for these wonderful people.

[00:26:17] And that’s what the ikigai gets you into, points you in the direction of your values, your mission, if you like your vocation, what you really should be doing. To them, we get straight into the client avatar, you know, once you’ve worked out what it is you do kind of thing and who you are.

[00:26:35] The next obvious question is well, who would benefit the most from that stuff that you do? Even better question, over the wealthiest kind of people who benefit from what you do. Cause if you’re fishing in a stagnant pond, how good you are at it, you know, you’re not going to get any live fish. So, let’s think about where the money is, follow the money, building a business. Third we get into conversation with your ideal clients. So we get you to draft out what we call push and pull motivator. These are the things that your clients trying to get away from on the perspective of the things that they feel drawn towards.

[00:27:13] And then we build a program. We spent a couple of weeks, week 4 and 5 building your signature program for you and with you because when you know who your ideal client is, and you know what they want, the program is just the bridge, isn’t it, between where they are today and where they want to get to.

[00:27:27] Michael: So like four or five, that’s where I think of program starting in this kind normally. So

[00:27:35] Jonny Cooper: Yeah

[00:27:36] Michael: Essentially all that work you’re doing in the first section is setting them up for success in the second. Whereas a lot of programs don’t start with that sort of strategic component, move straight into execution and jump through a very important step.

[00:27:56] Jonny Cooper: Yeah, I think so too. And the other thing about that first stage of grounding if you like, is that a lot of you, your mindset, fears can fall away. If you start a program, getting people building a product, they’re going to be scared to death, you know?

[00:28:16] One thing I’ve noticed in the coaching and therapy community is it’s populated with very generous kind heart-centered individuals who are scared to ask for an order, for example, scared to ask for money, scared to get paid, all these fears around the business side of their life is what’s going to hold them back and stop them completely. So getting it out of the way first, grounding them saying, look guys, you know, with this in place it’s going to be easy to sell your program and they go, okay, let’s do this. So that one builds the program, the second half of the CAB is all about the sales and marketing strategies that make sense in today’s world. So building a Facebook group. So you’ve got a community of people who all look like your ideal client. Getting your LinkedIn jobs together so you can leverage the power of the search on LinkedIn, which is really in depth and very, very cool.

[00:29:15] But we leave everyone with an end to end blueprint for their own personal business. We’re very keen to talk about the concept of an organic funnel. The organic funnel is where you pile all your ideal clients in the top, and then you nurture your relationships with them. And the Facebook group to me these days feels like a greenhouse, where you nurture relationships and you water the seedlings so they grow and grow and grow.

[00:29:41] When your group gets to a certain point, there’ll be people popping out every day in comments to your posts, showing themselves as you next ideal client. And you can just tap him on the shoulder then the final stage of the organic funnel saying, Hey Jon, let’s jump on a quick call. I think I might be to help you. Let’s see if I can share some insights and see what happens. Thereby the sales of your high ticket program made from there you see. So it’s a very organic process and very intuitive once you get into it. And importantly, it doesn’t scare the crap out of an average coach or therapist who is terrified of that prospect.

[00:30:20] Michael: And so what’s really interesting to me there is that if I recall correctly, you had four and now you take on eight at a time. And so, and you’ve got, I think I saw about 5,000 in your group. So when you’re talking about just picking out a few ideal clients, it really is a very small number each time. And so that lets you really keep it narrow in a way that I think you couldn’t do if you were going for a hundred or 200 clients every month.

[00:30:52] Jonny Cooper: That’s a really good point, Michael and I hadn’t considered it in that framework, but yeah absolutely. And you know, this is what we say to people who just sign it out.

[00:31:01] You know, don’t be overawed by a group of 5,000. I mean, we’re only a couple of years ahead of you. That’s all that number means. But when you start at, if you got 50 people in a group and they’re all your ideal clients, you can have worthwhile conversations with half a dozen of them on a monthly basis.

[00:31:21] Imagine you were standing on a stage in a room with 50 people in there, all are your ideal clients. You do a presentation to them and you’d expect to make some sales from that. So you don’t need hundreds and thousands of people in a group to make it work as long as they’re paying attention. You earn their attention by at the same time being educational and entertaining don’t you

[00:31:48] Michael: Awesome and I think that’s sort of the core of the personal branding. For you I found this educational and entertaining today. I was definitely quieter than normal because I was listening so much.

[00:32:02] Jonny Cooper: Probably I was talking too much, that’s why

[00:32:08] A.J. Lawrence: I think we (inaudible) Michael in the shag contest.

[00:32:13] Jonny Cooper: I cannot believe that any public building has a sign that says shagging contest here today. I really want to see that if you can share. Send a picture.

[00:32:26] A.J. Lawrence: Yeah. I mean shag completely different things in the US than it does in the UK

[00:32:33] Jonny Cooper: That’s funny.

[00:32:34] A.J. Lawrence: But no, I thank you. I really do. And definitely for my own efforts. What I really liked from this is I have a real tendency of, I geek out on the techniques and the concepts, the foundational issues. So I tend to roll very quickly into building things out.

[00:32:57] And I do like your focus on the who and what Michael has been banging on me. And I see it all the time, but it is nice to hear someone who has done it repeatedly to just be like, okay, you’re right. You know, it’s not, it’s not. Sorry, if I’m pulling the curtain away from your efforts, but I do get so frustrated with like, you have to, this is the most unique it’s like, okay. It’s not, it is nice when you hear it again and you hear how people use it.

[00:33:30] Jonny Cooper: That such a good point A.J. I mean, it really isn’t magic and I haven’t invented any of this. I’m just out there and

[00:33:41] A.J. Lawrence: You’re just good at getting people understand the importance of it.

[00:33:46] Jonny Cooper: Well, I’m getting better. I’m learning all the time. I think if I was making all the right knowledge, they said, or already be a multiple 7-figure business and you know, within a couple of years, it, it will be.

[00:34:02] A.J. Lawrence: Very cool. Well, no, we can’t wait to have you back on the show when you get this beyond 8 figures.

[00:34:09] Jonny Cooper: I’ve done it before as you guys probably know my financial consultancy, we did 10.2 Sterling, so that’s a good $14 million I guess, or something in your money and we sold that in 2003.

[00:34:31] A.J. Lawrence: Yeah, good stuff. Thank you.

[00:34:35] Michael: Thank you.

[00:34:36] A.J. Lawrence: Thank you very much, Jonny.

[00:34:37] Jonny Cooper: You are welcome.

[00:34:39] A.J. Lawrence: That’s it for today’s episode.

[00:34:42] Thank you so much for listening. To connect with Jonny and find out more information about his book and coaching program, you can check the show notes down below. If you want to connect with B8F and with me A.J., you can also find the links in the show notes on our site while you can also subscribe to the Beyond 8 Figures newsletter to get all the great details of our future guests and of our show.

[00:35:06] Everyone. I hope you have a wonderful day. And I can’t wait to be talking to you again. See ya.

[00:35:18] This episode of Beyond 8 Figures is over, but your journey as an entrepreneur continues. So if we can help you with anything, please just let us know. And if you liked this episode, please share it with someone who might learn from it. Until next time, keep growing and find the joy in your journey. This is A.J., and I’ll be talking to you soon. Bye bye.

Search Episode
Find Us On Social Media