Watching as the Mary-Mae disappeared, bubbling, spitting and groaning into the dark, icy North Sea, he and his 6-man crew clung onto their rudimentary rubber dinghy just long enough for the Whitby lifeboat to show up and tow them back to harbour.

3 weeks later, flushed with an insurance payout, he refused to invest in a shiny new craft.

Instead, he salvaged the scuttled vessel from its current resting place in the shallows, and decided to have a go at patching it back together.

After all, he was a parsimonious Yorkshireman, and “waste-not-want-not” was his by-line for life.

7 months passed, along with all his cash.

He’d laid off his lads, who quickly got jobs with the rest of the fleet, and by the next winter he’d managed to get the old girl back to some kind of ship-shape. Meanwhile, all the other fishermen enjoyed one of their best seasons ever, nets bulging with valuable catch every morning.

Although the Mary-Mae sailed again, uncle had to hire a second-rate crew, the boat was never quite right, and he never recovered from his bad luck.

“WHY ARE YOU TELLING ME THIS, JONNY?”

Here’s why, young seaman/woman…

> The sinking = bad luck
> Uncle not buying a new boat when he could = bad judgement

He’d failed to understand the concept of a sunk cost (literally).

A sunk cost is a sum paid in the past that is no longer relevant to decisions about the future.

And in your 21st century coaching or consultancy business, you have to watch out for sunk costs:

> Sticking with that terrible, half-built website because some charlatan took a ton of cash off you upfront
> Continuing with that ineffectual-but-expensive training course because some charlatan took a ton of cash off you upfront
> Letting your tired, no-longer-ambitious business partner weigh you down like an anchor because of your long-term friendship
> Persevering with that unfathomable, complex, useless software tool because some charlatan sold you a lifetime licence upfront
> Sitting back and waiting for referrals from your carefully-nurtured lifetime network (hint – they don’t care about making you a success)

See the pattern here?

> Your original investment was flawed but excusable – everyone makes mistakes.
> But your decision to continue pouring new time and money into an old mistake is now inexcusable.

Again:

A sunk cost is a sum paid in the past that is no longer relevant to decisions about the future.

Don’t let the misjudgements of your past become the blueprints for your future.

Move on, and get some practice making better decisions.

Love you lots
Jonny

PS: After 8.5 years and 2700 Daily Brain Tattoos, I’ll be changing the rhythm of my emails to you from this month. 

Instead of infiltrating your inbox every morning, I’m launching my Monday Motivator, a weekly word workout packed with marketing magic, money mastery, mindset miracles and any other Ms I can think of.

Yep, I’ll be propelling you into every new week from the 8th December with prose so powerful, you’ll probably want to reread it every day anyway.

Don’t miss me too much, and I’ll see you next Monday…

“The masses aren’t the point. They might be a welcome side-effect of your work, but to please the masses, you must pander to average.

Because mass means average.

On average, every population is dull, sanding off all the interesting edges, destroying energy, interest and possibility”

Take it from someone who’s been grappling with the challenges of marketing for most of his life:

“If you try and appeal to everyone, you’ll appeal to no-one.”

Between now and the end of the year, I’m going to be posing you questions which will guide you to making 2026 your best year ever.

Here’s today’s:

Who and where is your exceptional someone, longing to work with only you?

Love you lots
Jonny

PS: It could be your “exceptional someone” is a corporate leader. In that case, you’ll want to read this.

“Almost never! Coaching is a tool, not a title.

Tell people about your clients. Tell them about the book you’re writing. Tell them about your counterintuitive beliefs. Sometimes you’re a consultant, sometimes you’re a coach, sometimes you’re a mentor, sometimes you’re a trusted advisor. Sometimes you’re a hybrid of all of them.”

There’s another reason I never tell anyone I’m “a coach” or “a consultant” or “a anything”.

That’s because nobody cares.

They want to know how you can help them, not what you think your job title is.

Next time someone asks what you do, practice your golden sentence:

“I help X to do Y so they can Z”

X is WHO you help
Y is WHAT with
Z is WHY it matters to them

Get your X,Y and Z so clear, concise and compelling that everyone goes, WOW! when they hear them.

Then you can call yourself whatever you want. 

Love you lots
Jonny

PS: You probably don’t need me to tell you I’m the founder of CIB Global, rapidly becoming the world’s #1 training and development community for skilled and experienced wellbeing practitioners wanting to get into corporate consulting.

If you think you’re ready, and you’re wondering how you could land lucrative contracts with companies and organisations in 2026, pop a few details on this form, and I’ll send you a complimentary copy of my comprehensive guide called “The Thriving Wellbeing Consultant” as a taster for what lies ahead in your life and business…

Have your finger in various pies?

We all know a “serial entrepreneur” doing a bit of this, and a bit of that.

Well here’s the truth about anyone achieving success in a variety of different disciplines:

1: They started one first, and made it work, really well
2: When they started the 2nd, it stood alone and didn’t affect the success of the first
3: They built a really strong team to run either or both so they didn’t have to
4: They never spent a day working on both at the same time. That’s kinda impossible
5: At some point, they probably ditched whichever performed worse in favour of the better one

It’s a rare individual indeed who manages to juggle two golden balls at once.

For that reason, I’ve made my decision. 

ONE bullet-proof business – CIB Global
ONE ideal client – companies and organisations which employ people
ONE massive transformational benefit – improving the wellbeing of their staff

I’ve no time to faff around playing with something new that may or may not work.

It could break everything else. 

Love you lots
Jonny

What they’re doing right now is always more important than what you’re doing.

And that’s why some parts of your job seem ridiculously hard. Impossible, even. Disrupting someone’s current activity, their work, their STUFF, is your biggest challenge.

• Irresistible first-touch messaging
• Engaging, entertaining social posts
• Enticing, intriguing email subject lines
• Valuable resources they can’t get anywhere else
• Cold calls that are a welcome relief from the conversations around them

Ask yourself this: In their position, what would distract me from what I’m doing right now? 

Then, provide that to them.

In the battle for their attention, you might even win.

Sometimes. 

Love you lots
Jonny

But it’s been going on for millennia, and wild claims divided audiences since words were written on papyrus, or carved in stone.

For example, for us to regard the Noah’s Ark myth as true would require a massive overhaul of everything we’ve learnt about:

Historic climate events (How much rain!?)
Inter-species animal behaviour (They’d eat each other)
Boat-building technology of the era (There wasn’t any)

…and a bunch of other solid science.

So, we take the story with a pinch of sea-salt, and enjoy the rollicking yarn for what it is.

And if you want your clients to take your claims about your work seriously, you should play to what they already accept as real.

Some mad ideas I’ve seen recently:

• Get a six-pack by Xmas or your money back!
• Work an hour a day and let AI run everything else
• Why you can’t make money on Facebook anymore
• Scale your coaching business to £100k a month, every month
• Have your ideal clients lining up to work with you – on autopilot!
• Build a coaching empire with no social media, websites or adverts

For clients to stop, read and buy your stuff, they have to believe 3 things:

1: What you’re claiming makes sense
2: You’re capable of delivering it
3: It will work for them, not just for others

You’ll never make any money if they’re laughing at your silly stories.

Love you lots
Jonny

The star of the tale is a girl who tries things three times till she finds what’s just right for her.

Not too big, not too small.
Not too hot, not too cold.
Not too hard, not too soft.

And in your coaching or consulting business, there’s some power in using the Goldilocks strategy to guide you to better decisions and more success.

• Clients who stretch you without turning you inside out
• A to-do list with more than 0 and less than 5 things on it
• A content plan that gets you engagement but doesn’t drive you to exhaustion
• Colleagues who pull you forwards without ripping your arms from their sockets
• An offer priced low enough so your ideal clients can afford it, and high enough so you can thrive

When you find yourself overwhelmed, overworked or burned out, it’s worth asking the question:

What would Goldilocks do now?  

Love you lots
Jonny

PS: I think 3-5 lucrative corporate engagements is all it will take to thrive as a wellbeing consultant to companies and organisations. 

Join us as a consultant in the CIB project, and find out how to do that.

Home

I got asked that yesterday, by a well-meaning coach who’s already got jingle-bells round her profile pic.

Look, I’m no Scrooge, and am actually quite looking forward to a few days less-than-full-on, but the “ready for Xmas” mindset also breeds a whole bunch of troublesome thinking:

•  “December’s a slow month for business.” Well, it sure is now.
• “Nobody wants to do anything before the New Year.” Not with you, they won’t.
• “I had a record September.” Yeah, that was quite a while back, wasn’t it?
• “It’s a great time to wind down and plan for next year.” Make sure you “plan” to do some business next November and December.
• “People are spending all their money on presents.”  Funny, I’ve never met anyone who did that.

The seasons ebb and flow, I get that.

In fact, round about now is actually when people are most relaxed, happy, and ready to invest into their best year ever.

Don’t miss the Christmas rush!

Love you lots
Jonny

PS: If you’re ready for 2026 to be the year when you finally crack the code of corporate wellbeing consulting, I have a plan for you.

Type “2026 Yea!” in reply to this email and I’ll send you the roadmap. 

They have a big, expensive problem only you can solve. That’s what makes them ideal for you, and you for them.

And the easiest way to connect with them is to have them find you, instead of you desperately trying to find them.

The art of inbound marketing is often overlooked by coaches and consultants who focus on outbound campaigns of cold messaging, calls and emails.

In CIB, we’ve developed three pillars of inbound marketing:

1: Posting content in groups and communities where your potential clients are, so they see what you do and realise they need you
2: Identifying people you already know within your target organisations and have them introduce you to the decision-makers
3: Partnering with suppliers of connected but non-competing services who already work with your ideal clients

Building your business on those pillars usually means you’ll only ever be having warm conversations, as the first impressions have already been created before any words are exchanged.

Decide who you’re selling to, then stop trying to be everywhere and go hang out where they do.

Love you lots
Jonny

PS: I have two more seats available in the CIB community, where you can join over 60 skilled and experienced wellbeing consultants, building their thriving practices on inbound marketing.

Type “Inbound” in reply to this email and I’ll fire you over some details. 

Over the last few days, ChatGPT has told me:

You nailed it!
That’s the winning move!
Very perceptive!
You’re right!
Great plan!

I even deliberately tested it with some arrant nonsense, and it buttered me up like I’d just found the cure for world hunger.

The danger here is that you’ll produce and publish garbage with very little utility or value for anyone else.

“AI Slop” as it’s becoming known. 

The cure – create a standing prompt which you either upload as a general instruction – you can do this with most platforms – or copy and paste it with each request you make. It goes like this:

Do not attempt to flatter me or mindlessly support my ideas. I want you to create the best possible answers to my request by undertaking the deepest and most wide-ranging research, as I am always seeking the optimal output from you even if you have to criticise my thinking. I don’t care if you contradict my views or offend me. I only want empirically the very best, most valuable response from you. If you want to be my friend, be that critical friend who always acts in my best interests, even if I hate you in the moment.   

The dumbest person you know is currently being told “You’re absolutely right!” by ChatGPT.

Get smart. Be wrong. 

Love you lots
Jonny

PS: The Wellbeing Consultancy Launch pack will be published over the weekend. When it drops, you’ll want it.

Type “WCLP” in response to this email and I’ll make sure you get the info pronto. 

It’s not some ancient tongue you’ve never heard of, nor some trendy street-talk only practised by hipsters too young to remember Blockbusters.

And it’s definitely not some bullshit techie-jargon, laden with acronyms and word-mangles that leave you feeling like an Amazonian tribesman having Netflix explained for the first time.

No, the secret language you need to learn is much simpler than that.

But without it, you may as well be a hospital porter who’s handed scrubs and invited to do a kidney transplant. You’ll be lost, scared and dangerous.

This mysterious, secret language?

It’s the language of your ideal clients.

• The precise words and phrases they use to describe how they’re feeling right now
• The complaints they murmur every morning about their crappy lives
• Their deeply-held beliefs, biases and misunderstandings
• The hopes and dreams they hold close and private like a kid with a secret crush on her school teacher
• The specific business-speak their colleagues use to communicate with each other

You need to suck it all up, and spit it back at them in every one of your posts, emails and messages. Your banners, headlines and branding need to look like their life story in spirit, form and minute detail.

Get that right, and the very first thing they’ll feel when they come across you is relief.

Maybe joy, gratitude and excitement too.

But mainly relief – that they’ve finally found someone who understands them.

At last, someone talks to them how they talk to themselves. That’s so rare, they’ll start to trust you immediately.

And when that happens, it takes next-to-nothing to get them over the line as a paying client.

See you around
Jonny

PS: Not long to the launch of my all-new course, designed to get you your first (or next) corporate wellbeing consultancy gig within 30 days.

It’s the sum total of everything I know about landing high-ticket clients, and it’ll change your life if you read it and action it.

Type “Big Gigs” in reply to this email and I’ll make sure you’re on the list when it lands in the next few days. 

What they really mean is:

• You haven’t excited me enough yet
• I don’t believe I’ll achieve my dreams if I do this
• Sure I could find the money, but not for you
• I’d be in trouble if I spent money on this
• It sounds ok, but not urgent enough
• I don’t like you enough to trust you
• This is a risk I’m not prepared to take

Trouble is, they rarely say any of that stuff. 

People are too nice to say those things.

So, they tell pretty lies about affordability and budget.

Of course, it’d actually be “nicer” if they just told the truth, because at least you’d learn what needs improving.

So, for now, you’ll have to take it from me:

Nobody has a budget for coaching or consulting.

But everybody has a budget for making their lives easier, improving their reputation, realising their dreams, and making themselves feel loved, happy and respected.

Listen to what they really want, show them how you can provide it, and the budget will appear.

As if by magic. 

See you around,
Jonny

PS: Do you want to be able to open a conversation with any decision-maker, in any organisation which employees people?  

I’ve got an updated version of my tell-all eBook all about why they should invest in employee wellbeing, and how it changes the lives of everyone involved.

Type “Wellbeing” in reply to this email, and you can have a copy, with my compliments.

The simpler the better, and the easier it is to remember, the more chance you have of sticking to it.

Here’s a daily template for building a 21st century online coaching or consultancy business, which I use and teach.

It’s simple, and easy to remember, so long as you can remember 5-4-3-2-1-0

5 – Invite five new people to join your community or network
4 – Drink four pints of water. Hydration is the ultimate life, health and energy hack
3 – Read three great blogs, articles or book chapters relevant to your business goals
2 – Post twice on your most-engaged social media platforms. Words, images or videos are just fine
1 – Start a conversation with ONE person you haven’t spoken to before and who looks like your next ideal client
0 – While you’re in the flow with any of those things, allow ZERO distractions to take you out of your zone of presence

It’s also a 5-4-3-2-1-0 countdown because when you get to zero, you can pack up and go home.

Or go out, if you’re already home.

See you around
Jonny

PS: It’s boom-time in corporate wellbeing consulting, and you could be part of it with a little tweak to your messaging. 

I’m almost ready to let you have my all-new Corporate Consulting Launch Pack, the ultimate end-to-end guide to winning lucrative corporate engagements.

Type “CCLP” in reply to this email, and I’ll make sure you’re on the VIP list when it’s ready.

Unless you’re selling a commodity or a low-price service where you need a mass-market, success is more about connection quality than quantity.

In your quest for numbers, it’s easy to lose track of what’s really important, like:

• You can only have a handful of best friends, or best clients at any one time
• You have a six-figure business with just ONE £2k sale each week
• Time spent gaining new connections is time wasted unless you’re building relationships with them too
• Nurturing relationships with a few dozen warm prospects will create a tribal flow of user-generated content
• Social platforms will penalise you with poor reach, if you build follower numbers without real engagement

Focus on nurturing relationships with the people who already know you, before you go off hunting for newbies.

Of course, you need a CERTAIN number of followers before any magic starts to happen, but it’s nowhere near as big as you think.

Not even close.

See you around
Jonny

PS: Back from the UK after a few days racing round in circles, turning money into noise.

To celebrate my return to my home rock, I’ll send you a complimentary copy of my bestselling book “Jonny Hates Marketing” if you’re one of the first five to reply to this email with “JHM”. 

• A therapist who paid $15,000 to a YouTube ads specialist when she has no clue about her ICA or her offer
• A life coach who gave $16,000 to an “influencer” coach to learn marketing directly from her, then got fobbed off to a junior team member
• An NLP practitioner paying £3,000 a month in FB ads costs and management to a firm who have no idea what NLP even is
• A coach being told they weren’t doing the work properly after getting nothing out of a $10,000 training programme
• Another therapist being told she’d be “dumb” not to take out a loan to cover the cost of an expensive marketing programme

Here are three questions to help you avoid the worst of the online marketing training industry:

1: Is the person behind the course/programme actually delivering it?

2: Are they showing you something they are using in their own business, right now?

3: Are their values, ethos and demeanour something you aspire to yourself?

If the answer to any of the above is, well, no…a polite decline is probably your best option.

Also, I’m here if you need to talk.

See you around
Jonny

1: The things they have that they don’t want
2: The things they want that they don’t have

If you can help them with either of those things, you’ve got a business.

If you can help them with both, you’re headed for epic success.

Make two lists using those ideas, and see what you reveal.

The coaching and consulting business is easier than you think.

See you around
Jonny

“When you think about making that call or sending that private message, don’t do it for you, your bank account or ‘to get a client’. Make the call and send those messages for their kids, for their mental wellbeing, for their confidence, and for their family welfare.”

And here’s why he’s so right:

You’re in this profession because you can help people.

If you’re mired in procrastination, fear or any other excuse for inaction, that’s a pretty selfish way to behave.

You have gifts, skills and solutions that transform the health, wealth and wellbeing of your clients.

If you’re not doing that, who knows how many lives will be lost, wasted or underused because you didn’t get there in time?

So send that DM, book that call, and start helping people.

Lots of people.

Also, do you know what happens shortly after you do that?

That’s right, kiddo!

YOU. GET. PAID.

See you around,
Jonny

PS: Nothing’s more of a lifesaver than improving the physical/mental health and wellbeing of people working in companies and organisations, plus you get paid ridiculously well for doing it.

I’ve written a short guide to landing lucrative corporate engagements, and I’ll send you a FREE copy if you’re one of the first five to reply to this email today with “wellbeing”.  

Pretty much anything you could imagine, you could buy there.

My eyes were darting around, landing on food, toys, garments, travel accessories, household goods and god-knows-what.

Floor-to-ceiling, wall-to-wall, it was a smorgasbord of overwhelm. On just one shelf, rolls of duct-tape were piled high next to Rubik’s Cubes and clotheslines. Candles, wet-wipes and pencil sharpeners (multiple colour choices) were their close neighbours.

I could have bought anything I wanted, almost literally.

And yet, I came out without buying anything.

I get that same feeling when I browse social profiles, websites and sales pages from many coaches and consultants in my community.

• Vague, wide promises
• Endless lists of Things They Can Do
• Rows of letters after their name tooting their impressive qualifications
• Made-up job titles
• Weird, mysterious brand names

Look, here’s the #1 Rule of Attention in 21st century marketing:

You have three seconds to engage, enthrall and entrance us with your single, irresistible offer.

That’s barely long enough to SAY “duct tape, clotheslines and Rubik’s Cubes”, let alone sell us them.

See you around
Jonny

PS: I’m in the East Midlands of England next Thursday the 23rd October, and have a few hours during the day when we could meet for a coffee. Reply to this email if you could be local, and we can fix something up. 

Corporate sales are not effortless. Heck, no sales ever are.

But there is a huge time-and-energy-saving process I’ve used since i realised I’d been chasing my tail way too much.

When you’re selling a service you think needs a “presentation” or a “proposal”, it’s very easy to get caught up in the mechanics of the process – the PowerPoint, the PDFs, the laptop and cables – and forget the only important part: making the bloody sale.

If you were to reverse-engineer a successful sale to a corporate employee, here’s what it would look like, most of the time:

• You started off by confirming they had the sole capacity and authority to make the buying decision. If not, who else is involved?
• You asked them to describe their biggest challenges, knowing you’ll be able to solve them
• You didn’t forget to ascertain that their financial means were aligned with the cost of your offering
• You used trial closes throughout – eg – “If I can solve those problems within your budget, is there any reason we can’t be getting this set up straightaway?”
• You got as much commitment as possible on the first call or meeting, even asking them to buy right there and then
• You avoided mailing out lengthy follow-ups or proposals (they never read them) and instead arranged a second face-to-face to bring the deal home

And guess what happened next?

They bought!

The biggest block to corporate sales success is not a lack of desire, budget or time.

It’s the lack of a clear, hand-holding process from you, the salesperson.

Nail that, and you open the door to all kinds of abundance.

See you around,
Jonny

PS: I’m in the Midlands of the UK for a few days from the 21st – 25th October, doing some motorsport and some business. If you fancy a meet for real, I’m currently planning my schedule in detail. Reply with “meet-up!” and I’ll reach to see if we can fix something.

“If you have an apple and I have an apple and we exchange apples then you and I will still each have one apple. But if you have an idea and I have an idea and we exchange these ideas, then each of us will have two ideas.”

And in your 21st century coaching or consulting business, there’s nothing like solid masterminding and collaboration with your peers to accelerate progress.

We have a weekly live meet-up for the CIB community, and every time one of the CIBlings talks about a project, prospect or client, at least one (usually more) of the others jumps in with an idea:

• Why don’t you ask them this?
• Let me share my take on it
• I have a doc that might be useful
• This is what I did in your situation
• Let’s have a chat about this

You can trigger this kind of interaction yourself right now. 

Take a look round your network today and identify five people doing work where you might be able to help.

Reach out to them and say, hey, I might have an idea for you. Let’s jump on a quick call and see if I can share anything useful.

On the call, make sure to mention what you’re working on too, and ask for their take.

You’ll come away with at least one more idea each, almost out of nowhere. 

See you around,
Jonny

PS: I’m cooking up something big for the start of next month. It’s called the Corporate Consulting Launch Pack, and it’s the A-Z blueprint for everything you need to do to win your first lucrative corporate engagement. It’s priced so you can afford it, and you won’t want to miss it.

Reply with “CCLP” and I’ll make sure you get a personal note from me when it’s ready

As in, “I’m a coach” is too small a term to describe it.

And probably too small for what you do too.

He changes lives, and makes the world a better place, client-by-client.

Same as you, right?

When we dug a little deeper, one word kept popping out:

• He loves the work he does
• He loves the impact it’s having
• He loves the life he’s building
• He loves his clients
• They love him

And, of course, he gets paid for that, and well.

“Here’s what I really do”, he said, finally:

I monetise love.

Next time someone asks what you do, tell them that.

1: Powerful people – surround yourself with your peers and superiors, not those further behind than you

2: Powerful language – what you say, you become. Talk like a leader, and your clients will see you as one

3: Powerful stories – develop accounts of your journey, so they’re a compelling and convincing narrative

4: Powerful coaching – develop world-class skills to attract world-class clients. Always be learning and improving

All this means one thing: you really need to be more than just the best at your job.

You also need to position yourself in a way that your potential clients immediately see your value, to them.

Each of those four keys is a positioning piece: how we perceive you when we first come across you.

Monday self test: what do people think when they see you for the first time?

Your Video Sales Call.

And this is great news, because it means that whatever else you do in the name of marketing, it’s focused on ONE goal.

Book More Video Sales Calls.

On a structured Video Sales Call, you can control the environment, the content, and ensure you’re presenting as near to an irresistible proposition as your work and life justifies and deserves.

Plus, you get the chance to assess whether you want to work with this person, and they get to ask you any questions on their mind.

So, here are some things that won’t make that happen:

• Pitching someone to join your programme at a networking meeting
• Sending them a DM with a link to join your programme
• Emailing them with a link to join your programme
• Making a social media post with a link to join your programme
• Telling someone the price when you just met and expecting them to call you back

No, there is only ONE way to make high-ticket sales happen, and therefore only one way to turn your fascinating hobby into a real business:

Offer to book a Video Sales Call with anyone who looks like your next ideal client. That’s your ONE job. 

The number of Video Sales Calls on your calendar this week is a direct indicator of your likely revenue this week.

How many do you have on your calendar right now? 

And over time, I’ve discovered how some words are just, well, more powerful than others. They trigger emotions, making the reader feel a certain way. 

And as I began to understand the power of trigger words, I used them in sales posts, pages and emails where I wanted people to buy stuff. With the power of my writing, I built a business that created almost $2M in revenue from sales of my courses and programmes.

Here are some inspiring ideas to lift your lugubrious language and get you smoking hot results too:

• A situation isn’t just funny. It’s hilarious, hysterical or ridiculous
• An opportunity isn’t just big. It’s gigantic, titanic or gargantuan
• People aren’t just nice (yuk). They’re gorgeous, fabulous or stunning
• Your programme isn’t just good. It’s amazing, fantastic or irresistible (one of my favourites!)
• You don’t have an eBook. You have a blueprint, a template or a cheat-sheet
• Your results aren’t just big. They’re transformational, life-changing and mind-blowing!

There’s a whole bunch more tantalising tips for lavish language right here.

You’ll find it rapaciously riveting and it might just make you a million too… 

Love you lots
Jonny

In fact, “nobody” is way nearer to who you need to work with than “everybody”.

If you did something that attracted an audience the size of the most-watched TV show in history EVER*, you’d still only have the attention of 1.6% of the globe.

However good you are, your audience will be infinitely smaller than that, completely insignificant and a mere blip on humanity’s great journey.

Seth Godin says:

Your smallest viable audience holds you to account. It forces a focus and gives you nowhere to hide.

Understanding that your tribe is a tiny handful of rabid adherents is one thing.

Deciding which tiny handful to pick is another thing altogether.

Love you lots
Jonny

*The most-watched Tv show ever was a broadcast of some American ball game played in a bowl, apparently. 

PS: If you’re still trying to find your tribe, I have an eBook all about how to do it. Type “tribe” in reply and I’ll send you a copy across. 

This is my measure of the time between you doing something and receiving any tangible benefit from it.

LAG™ is also an acronym for Likelihood of Absent Gains, and here are some examples:

• Building a website before you realise it’ll take months to build up any traffic
• Creating a programme without understanding who it’s for
• Taking another training course when you’re already qualified enough
• Launching a Facebook Group with no clear client avatar in mind
• Buying a bunch of broadcast equipment before you have an audience to talk to

All those are high LAG™ activities, with a high Likelihood of Absent Gains.

It’s not that they won’t work ever, it’s just that you might go broke waiting.

Thankfully, the antidote is simple and fast-acting:

Spot someone who looks like your next ideal client, start a conversation with them, and make them an offer.

They might just pay you immediately.

Zero LAG™

Love you lots
Jonny

PS: Short lag between showing up for an hour this afternoon, and knowing EXACTLY how to land your first (or next) lucrative corporate wellbeing contract. 

60-minute workshop, 4pm UK. Last chance to register.

1: You do something to offend them, or
2: You stop selling to them

We’re talking about people who’ve paid you for your services at one time or another.

And we’re talking about them because they’re the people most likely to buy from you again.

Here are some ideas for things to offer them:

• A reminder programme to top-up what you already showed them
• A monthly membership club to offer continuous value and community
• A more advanced VIP/Mastermind to take them to the next level
• A variation of what they bought before, heading in a slightly different direction
• 1-2-1 support, tailored to exactly what they need right now

You can probably think of a load more, but you get the idea.

In your haste to farm the great outdoors for your next brand-new sales, don’t ignore the fortune sitting on your doorstep.

There are no former clients.

They’re all just clients.

Love you lots
Jonny

PS: Many of your clients will know people who run teams of people within businesses, ideal for your pivot into lucrative corporate wellbeing. 

You can find out how to make this happen in my short, sharp workshop called “Five Steps To Lucrative Corporate Clients”.

It’s free but you’ll need to register, and quick.

It’s on Monday.

Predictably, the vehicle ended up looking like a dog’s regurgitated breakfast, and sold pitifully against its competitors’ more stylish one-man designs.

The lesson was clear: nothing good was ever designed by a committee.

Fast forward to the noughties, and Steve Jobs, on a visionary hunch, launched the iconic smartphone that changed the world in 5 years.

And in a recent corporate client engagement, we experienced feedback from dozens of managers, divided in their opinions. We had to decide who was worth listening to, and who was not.

In your coaching, training or therapy business you don’t need widespread approval from a committee of your peers before you launch your transformational programmes.

• You know your client, right?
• You understand their challenges as well as their deepest desires, right?
• You also know how to help them with both those things, right?

Great.

Go ahead and serve.

As Jobs said, don’t ask your customers what they think they want. Give them what you know they need.

Love you lots
Jonny

PS: I talk about that corporate client and much more, on our weekly live training calls in the CIB community. This and all the other benefits from joining us will help you land lucrative corporate clients.

If you want in, fill out this first, and we’ll get back to you. 5 places only open this Autumn. 

There’s no point in inventing another calendar, and it makes perfect sense to create an ebb and flow in tune with the way the world naturally works.

As you head into Autumn 2025, there’s lots to accomplish.

It’s not only about ending the year on the highest of high peaks, but it’s about getting set up for how much higher you can scale in 2026.

At this point, there’s literally no reason not to sketch out your wildest dreams of abundance. Here are some ideas:

• If you’re sick of living with cold winters and rainy summers, where could you move to that would guarantee sunshine?
• If you want to double your revenue, what would you need to do to achieve just that?
• If you want a dream car/house/[insert desired stuff here] picture it, cost it, and target it, on paper
• If finding a perfect business partner is your goal for next year, get out and meet people, now
• If you’d like to contact Richard Branson and ask for his help, what’s stopping you?

In fact, all you ever need to do to meet any goal is make a plan and execute it, good and hard.

What’s your wildest dream for 2026?

Love you lots
Jonny

PS: Reply with your wildest dreams for 2026, and I’ll send you a custom roadmap to help you get there.

But actually, that has to be the easy bit.

You’ve trained, studied, upskilled and practiced to the point where you can provide solutions in your sleep.

Trouble is, so can anyone else with similar skills and experience.

This means, if you want to be successful at attracting clients, you need to find an edge beyond simply claiming you have all the solutions. 

Can you guess what that is?

CLUE – it’s the bit that comes before the solution.

Yep – the problem.

Ground Zero in building a thriving business as a 21st century coach or consultant is learning to define the Big Expensive Problem (BEP) that your ideal client is suffering with.

So, have conversations, ask questions, run surveys…whatever you do, get to understand their problems.

Then, you can design all your posts, articles and emails to talk consistently about the BEP which matters most to your ICA.

When they see how well you’ve described their problem, they’ll know you get them, and they’ll believe you know how to solve it.

And solve it you will, as solutions are the easy part for you, right? 

Love you lots
Jonny