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…

“Life shrinks or expands in proportion to one’s courage.”

And in your 21st-century coaching or consulting business this means not being:

• Afraid to show up live and authentic on streaming video
• Afraid to speak your truth in a post or article
• Afraid to reach out to someone who looks like an ideal client
• Afraid to launch your programme before it’s ready [it never is!]
• Afraid to ask for high-ticket money for high-ticket impact

Above all, it means understanding what Big Thinking really means.

Accepting that you are capable of truly great things, if only you got out of your own way and allowed yourself to do them.

And asking yourself not, “what’s the worst that could happen?”

But, “what’s the best that could happen?”

Taking relentless action based on the answers to that question is probably the definition of courage in our modern world.

How brave are you?

Love you lots
Jonny

PS: You’re more than likely capable of thriving in corporate wellbeing consulting, but only a lack of knowledge/courage is stopping you. 

You’ll get both by joining CIB Global, the world’s leading community of consultants transforming their fortunes with lucrative corporate engagements.

We’ve opened up a final couple of spots in the community for 2025, and you can find out whether you’re ready right here:

https://bit.ly/cib-form

Click the link and fill it out. Can’t guarantee you a CIB place, but if you submit it before midnight tonight, I’ll send you a complimentary copy of my comprehensive guide called “The Thriving Wellbeing Consultant” as a taster for what lies ahead in 2026…

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

It’s one of my most treasured archives of wisdom from a legendary copywriter, Gary Bencivenga.

He’s revered in our circles as one of the godfathers of content creation, and his maxims have become commandments for any of us looking to make an impact with our writing.

I’ll say no more, as I have plans, but here’s your gift:

Gary’s Maxims

Enjoy!

Love you lots
Jonny

“The best type of risks to take are ones where (1) the worst outcome is manageable and (2) the best outcome is life-changing.”

And in your business practice, there’s one thing which can seem risky on a conceptual level, but in reality carries no jeopardy at all.

It’s called “Starting a conversation with someone who looks like your next ideal client.”

The imagined risks could be: 

What if they ignore me?
What if they respond aggressively?
What if they ask me a question I can’t answer?

Yeah, what if?

If you want to consider possibilities, consider this:

What if they desperately need your services and you didn’t reach out before they went bust?

And the best one of all: 

What if they leap into your arms, desperate to work with you and pay you?

JFDI…

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. 

And they’re the same reasons people buy anything, from anyone. 

There are only three things which motivate buying decisions, and we can call them sales levers. The harder you pull on them and the more of each you build into your offers, the more you’re going to create engagement, revenue and impact.

• Velocity – does this get the buyer what she wants faster?
• Friction – does this remove complexity or annoyance for the buyer?
• Status – does this make them look better in the eyes of their peers/bosses?

Think of them like aircraft thrust levers, where the more you pull them, the more noise, excitement and acceleration you get.

How much more can you pull your levers?

Love you lots
Jonny

PS: I’ve been creating a short white-paper on identifying buyer priorities to make corporate sales more natural.  

Reply to this email with “Levers” and you can have a copy with my compliments.

Below is one question from the 2-minute quiz she created.

Simply choose which one of the following describes you best:

1: I regularly meet expectations I set for myself, as well as expectations others have of me.
2: I only meet expectations that make sense to me.
3: I am really good about meeting expectations others have of me, but I’m not so great at meeting expectations I set for myself.
4: I don’t like any expectations from anyone, myself or others.

Here’s a link to the full quiz online. 

Try it, and learn some cool new stuff about yourself!

Love you lots
Jonny

FYI – I got REBEL – how about you?

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. 

• Sticking at being a broke musician for a few years too long
• Believing my first wife when she said “for as long as we both shall live”
• Turning away a business opportunity that made millions for someone else
• Selling my own 8-figure business to a bunch of incompetent hucksters
• Squandering my remaining wealth in pursuit of material pleasures
• Going bankrupt after a decade-long taste of the international highlife
• Succumbing to a campaign of parental alienation that almost finished me off
• Mired in misery, questioning my self-worth for another 10 years

And then…

I met the current Mrs C, started a new family and an upgraded Jonny emerged.

My 2017 business, Everyone Hates Marketing, helped over 1500 coaches and therapists get their businesses off the line.

Then just last year, I left the UK for the Mediterranean paradise of Gibraltar and launched CIB Global, rapidly becoming a serious player in the world of corporate wellbeing, with over 60 skilled consultants onboard.

Useful lessons from my 68-year perspective:

1: Shit happens. All the time, and to everyone
2: How you react to it is entirely up to you
3: It ain’t over till it’s over. If you’re reading this you’re still alive, so get to it.

Love you lots
Jonny

PS: If you’re tired of over-demanding, under-paying 1-2-1 clients, joining us in CIB is a serious upgrade you might want to consider.

Type “CIB” in reply to this email, and we can have a chat about how you’d fit in the world of corporate wellbeing. 

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. 

I often come away from a conversation thinking, “You’re so smart – why are you so broke/unhappy/frustrated”?

Most of the time, people are holding back for fear of a shortlist of things happening. They’re afraid:

They might fail
They might succeed
Others will criticise them for either

The trouble with living in that self-created bubble is that it consigns you to mediocrity.

And, it’s completely unnecessary for one important reason:

Nobody Cares. 

Here are three perfectly-crafted quotes to explain: 

1: “Why should you feel anger at the world? As if the world would notice. “ – Marcus Aurelius

2: “The life you want is on the other side of a few hard conversations. And you’re living a life you hate because you’re too afraid to have them.” – Alex Hormozi

3: “You will become way less concerned with what other people think of you when you realize how seldom they do.” – David Foster Wallace

In summary, nobody cares whether you’re rich or poor, whether you win or lose, and what you think or don’t think.

Just be you, and when you have an idea, try it.

For you, and nobody else. 

Love you lots
Jonny

PS: Days away now from launching my ground-breaking new business-in-a-box called the Wellbeing Consultant Launch Pack. It’s being honed and polished ready for shipping, and I already have a waitlist of over 200 people.

If you want to be one of the first to try if (and land your first/next corporate wellbeing client in 90 days or less), type “WCLP” in reply to this email and I’ll make sure you get the lowdown asap.

1: Be kind and pleasant to others
2: Ask for what you want
3: Follow up

In your 21st century coaching or consulting business, the first should be a given, so let’s talk about the other two.

“Asking for what you want” could mean:

• Writing a clear, single call-to-action on any posts where you’re offering something
• Making sure you get paid at the point someone says they want to work with you
• Engaging team members with concise, goal-oriented instructions

And, “Follow-up” includes things like:

• Booking the next call during the call you’re on, if you ever want to speak to them again
• Responding to comments on your posts, so you get to discover more about them
• ‘Walking them to the door’ by sending event and call reminders after they booked

To be Clear (see what I did there?), these are not the only ways to get more of what you want.

But you won’t get much of anything if you ignore them.

Love you lots
Jonny

In their head, they’re listening to an evil monkey whose job it is to sabotage their lives and keep them swimming in the dark pond of mediocrity with everyone else.

So they end up asking for too low a salary or charging fees a fraction of what they could.

The reasons for this strange behaviour are many, and include:

• Not realising how much they know, and how valuable it is to the rest of us
• Comparing themselves to others, whilst ignoring their completely different talents and journeys
• Ignoring positive feedback and focusing only on the naysayers
• Believing they’ve got to prove themselves further before charging or earning top dollar
• Nervous about “blowing the deal” by pricing themselves out of the market

If you’re reading this, I know you’re talented, ambitious, grounded and worth every penny.

Don’t let the evil monkey tell you otherwise.

See you around
Jonny

PS: If you’re in my Everyone Hates Marketing Facebook Group, head over and answer this one fun question.

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. 

They bury a banana in a hole just big enough for a monkey to get their hand in, but not big enough to allow the monkey to pull out the banana in their clenched fist.

Lacking the imagination to let go of the banana and scarper to safety, the hapless simian is paralysed and becomes a sitting duck.

So now you know how to turn a monkey into a duck, what does this have to do with your business?

Simple.

Many coaches and consultants also self-sabotage by gripping tightly onto things they really, really should let go of:

• A client who pays too little and demands too much
• A business model that hasn’t worked over years of trying
• A scarcity mindset over money, keeping them poor
• A comfort zone that means they play small, forever
• 1:2:1 client engagements as their only offering
• A partnership where they’re doing all the work

Monkeys can’t read, so I know you’re not a monkey.

So let go of your bananas, and go find freedom in another place.

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. 

Until it becomes literally unbearable to think your current situation can continue for a moment longer, nothing’s going to change.

I soldiered on for over a decade serving a rag-bag of cynical clients, systematically being overworked and underpaid, day by day.

But I didn’t stop it for years because I was only mildly unfulfilled.

I had a home, a car, the occasional holiday and a positive bank balance.

I brushed my lack of self esteem under the carpet of comfortable mediocrity.

Then one day, I woke up. I looked up at the impact and wealth being created by others at the top of their game. When it hit me how poorly I was living my life, I got fed up. Truly, madly fed up.

I threw everything up in the air, moved my family to a Mediterranean paradise and launched CIB Global. 

18 months in, I’m still fed up.

Just not so much, but it’s what’s driving me to the next level in 2026.

How fed up are you?

See you around,
Jonny

PS: The CIB Oompah-Loompas are putting the finishing touches to our all-new online course called the Corporate Consulting Launch Pack, which will get you your first (or next) lucrative corporate client within 90 days.

I’ll be releasing a few demo versions to waitlist members for test and feedback.

If you’d like one, type “waitlist” in response to this email, and I’ll make sure you’re on the list when it’s ready. 

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.

Here are a few I’ve had recently:

• Would you like to see my new video?
• Are you free on the 2nd?
• Can I share an opportunity with you?
• Do you need any sales staff?
• As we’re in the same business, can we share ideas?

All those met with a polite but terminal NO thanks from me.

Not “contact me in the New Year.”
Not “what’s it about?”
Not “I’m a little busy at the moment”
Not “send it over and I’ll have a look”
And definitely not “please, tell me more”

Putting people on a polite glide-path to a “no” after a bunch of exchanges is just a waste of everyone’s time.

It’s a distraction from your true mission, and will crush your effectiveness and chances of success. If you don’t even have time to say anything, just delete and block. That way you won’t be needlessly distracted by them anymore.

Learning to say NO to 95% of the world RIGHT AWAY gives you plenty of time to work with the remainder.

That’s the 5% YOU choose, not the other way round. 

See you around
Jonny

PS: This week sees the launch of my all-new Corporate Consulting Launch Pack. If you want to be on the VIP list for a first look, type VIP in reply to this email, and I’ll make sure you get the low-down. 

• Dropping a vase
• Website crashing
• Car crashing
• Piano on your foot
• Catching a virus

But how about rejoicing the positive accidents that have you right here, today?

• Your privileged birth
• Your safe, warm environment
• The people all around you
• The skills you can get paid for
• The infinite choices in front of you

Any of those accidents could have had an exponentially worse outcome.

Maybe it’s about time to leverage the opportunities those lovely accidents have created. 

Jonny

PS: My biggest car crash to date was getting t-boned at 140mph by a fellow competitor at Rockingham Motor Speedway in 2004. Truly terrifying, but thankfully I was unscathed. Unlucky, yet lucky at the same time. Here’s the pic.

https://www.dropbox.com/scl/fi/t7e9vzmoau4251hjutl56/Skid_Seq_1-8-04_021.jpg?rlkey=vf8dohzmbe3glf2ecgbfvea8u&e=1&dl=0

1: Find more new clients
2: Sell more to existing clients
3: Raise your prices

The third of those is the easiest to implement, and by some margin.

So easy, in fact, that it requires no effort on your part, beyond making the decision.

Here’s why you probably should increase your prices, right now:

• You’re almost certainly undercharging at the moment
• You’ll attract clients where you can have more impact
• You’ll feel better about yourself, getting paid more
• You can do more with your life, with more money
• Your authority, value and reputation will increase

Finally, to bust a common myth:

You won’t find it any harder to make sales when you charge more.

JFDI, I dare you.

See you around
Jonny

PS: Talking of earning more money, 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.

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.

“Someone with half your IQ is making 10x more than you because they aren’t smart enough to doubt themselves.”

And when you’re trying to establish your authority as an online personal brand, self-doubt is the ultimate dream killer.

It’ll paralyse you from taking action
When you do take action, it’ll be half-hearted
Your potential clients will feel your under-confidence

So here’s the antidote:

Play dumb.

Pretend you’ve never heard of failure
Be pig-headed enough to ignore your critics
Laugh like a mad-person in the face of anyone who says you’ll never amount to anything.

That’s so stupid, it might just work.

See you around
Jonny

PS: Here’s the ultimate dumb thought – thousands of consultants round the world are earning fortunes from supporting wellbeing in companies and organisations. And they’re no smarter than you are – they just have the key to starting conversations with decision-makers.

It’s boom-time in corporate wellbeing, 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.

That’s given me a ton of feedback into how humans think and behave, and I’ve got a mental shortlist of what makes a successful coach or consultant.

There’s an even longer list of things that block success, and right at the top of the list is a sure-fire dream-killer:

Believing doing the same stuff you’ve always done will take you to new places. 

Because we’re hard-wired to avoid discomfort, trying something new is naturally scary and to-be-avoided.

I get that.

Here are a few behaviours you might need to change if you want to improve your life:

• Saying you’re “not techie” instead of learning to use the essential tools of the 21st century
• Having an ethical objection to sending cold messages because “it’s just not me”
• Looking at people who’ve experienced extreme good luck and assuming it’ll land in your lap too
• Believing money is evil, and rich people must have done something bad to accumulate wealth
• Saying you want to do something, then not being prepared to work to make it happen
• Thinking your fitness/brainpower/stamina will naturally endure from your 30s all the way through middle-age
• Getting a few qualifications and expecting clients to be so impressed they’ll fall into your lap

I could go on, but you get the idea. 

Forging a life of success for yourself means you’ll be breathing rare air, and mixing with uniquely motivated and determined people. You don’t get to join that party with the mindset of an employee.

You have to change how you behave, to change your results.

You might even have to change who you are.

See you around
Jonny

PS: As Robin Sharma says, “All change is difficult at first, messy in the middle and beautiful at the end.”

I’m putting together an all-new mini-course that’ll change your life if you follow it. It’s called the Corporate Consulting Launch Pack, and it’s a simple A-Z guide to helping organisations with employee wellbeing.

Reply with “CCLP” and I’ll make sure you get the details 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”.