10 Steps. 6+ Figures. 3 Days a Week (The High-Agency Way)

When I started my first online business in 2017, I had one goal:

Make passive income.

I wanted to travel.

But more than that, I wanted to control my time.

The thought of making money in my sleep was catnip to me.

Yet almost 10 years (and many business-inflicted war wounds) later…

I know what 23-year-old me didn’t.

Passive income doesn’t really exist.

Moreover…

You don’t need it.

There are better ways to build a business that serves your life.

For 2 years, I’ve been nose-deep in principles, tactics, and strategies that help turn your knowledge into a real freedom business.

I’ve wrapped them all up into a system I call the High-Agency Way.

It’s how I plan to hit £10k/month again working 2-3 days a week.

Without ads, sales calls, or a big audience.

Today, I want to walk you through 10 of the key steps involved.

If you’re a coach, a creator, or anyone selling knowledge online…

I hope you find them useful.

Step 1: Create/Refine Your Freedom Offer

We start by crafting or refining one core offer.

AKA, the one primary transformation you’d deliver for clients.

I call this your Freedom Offer.

We pick one because it keeps things really nice and simple.

From there, we make sure it has what I call the 6 Ps:

• Promise
• Path
• Price/pricing plans
• Protection
• Perks
• Push

I think of these a bit like the pins inside a lock.

For the lock to turn, each pin must lift into perfect alignment.

If even one is slightly out of place, it won’t budge.

Offers behave in a similar way.

You can be doing almost everything right.

But if you’re missing one or two key elements…

You can experience significantly more friction.

Conversely…

By including the 6 Ps, you give yourself the best chance of success.

As an aside, if you want to learn more about the 6 Ps and see if your offer has them…

Check out the 10-Minute Offer Unlock.

It gives you a visual depiction of the strength of your offer.

It’s totally free and takes 10 minutes or less, so I recommend checking it out.

Anyway…

Once we’d defined your Freedom Offer, we’d move on to step 2.

Step 2: Create an Offer Ladder

So, there are 3 ways to make more money in any client business:

1. Get more clients
2. Get clients to pay more
3. Get clients to stay for longer

An Offer Ladder does all 3 at once.

It’s a core mechanism we use to create the leverage you need to make good money without sacrificing all of your time.

So, the idea is that:

You take your Freedom Offer and sell people into different levels (“Rungs”) of support.

In lower Rungs, you charge less but provide less hands-on support.

Then, for clients who want quicker results…

They can pay more money to enter higher Rungs, where you provide a greater level of access and input.

Running things this way does 2 things:

1. It maximizes ACQUISITION – because you make it easier for people to join.
2. It maximizes REVENUE – by tapping into the corners of any market who will pay more for faster results.

But the coolest part for me?

It does all that while keeping your delivery burden nice and low.

You have minimal input at those lower levels, where most clients will be…

And far fewer people will join the more expensive ones.

Another benefit:

Offer Ladders also reduce churn.

Clients can simply “downgrade” to cheaper rungs instead of leaving.

And because you have higher rungs to upsell clients into…

Your finances are less reliant on landing new ones.

That means you can spend less time on acquisition.

And more time serving clients.

Which will keep your service quality nice and high.

Reducing churn even more.

This isn’t the only way we can improve our offer, though…

Step 3: Sell the Transition

The problem with selling a long-term Transformation is that it’s…big.

Often too big for people to buy into.

Remember:

Low-commitment things are always easier to sell.

So, unless you have stacks of authority or proof or a substantial audience already…

People won’t trust that you’ll be able to deliver on it if what you’re offering is too big.

Or the transformation might just be too incongruent with their current situation.

That’s why High Agency Creators sell the Transition instead.

This is an initial stepping stone on the way to the final result.

A smaller commitment that’s easier to say “yes” to.

It builds confidence, grows someone’s trust in your ability to help, and gets a result that makes them ask:

“What’s next?”

They can they continue en route to the overarching transformation.

From there, we package it in something like a Google Doc…

Step 4: Package It in a Doc

Most people in the high-ticket/info space rely on sales calls.

They work.

But they’re inefficient.

And we’re trying to maximize leverage.

By packaging your offer into something like a Google Doc instead…

And ensuring the 6 Ps are present…

You can “sell by chat” instead.

That way…

Instead of spending an hour on a call with one person…

(Who may or may not accept your offer.)

You can make offers to many people at the same time via email or DM.

Text-based offers also lets you automate the offer-making process.

Saving more time and energy.

From there, we look to send our client offer to people by creating customers first.

Step 5: Create Customers First

The quickest route to landing a client isn’t always the shortest.

Most creators and coaches get a lead.

Then they try to sell them straight into their high-ticket programme.

Over time, a small percentage bite.

But for most people, it feels too risky.

Conversions usually sit at around 2-3%.

The implication is two-fold:

1. You NEED a big audience and
2. You have to sell something super expensive to hit your financial goals

High Agency Creators take a more efficient route:

We sell low-ticket products first that are highly congruent with our core offer.

AKA, we create customers before clients.

This generates cashflow.

It creates a more efficient audience, too.

Because now you’re monetizing new segments of it.

But (and here’s a crucial reason to do this) you also get a clear signal these people may be willing to invest more and become a client.

Any purchase signals trust.

It also demonstrates intent and desire.

From everything I’ve seen…

It’s much easier to sell to people who have got their wallets out before.

Next up, we need an efficient way to create those low-ticket products in the first place.

That’s step 6.

Step 6: Serve Clients, Create Customers

This is one of the most powerful and elegant parts of the whole system:

In a nutshell, you create something for clients.

Such as a workshop or a course.

Then you sell tickets to your wider audience.

Remember:

Just because someone doesn’t want to become a client yet…

Doesn’t mean they don’t have problems they won’t pay to solve.

Finally, you invite those customers to become clients.

This strategy lets people “try before they buy”.

You solve a problem for them.

But you also show what it’s like to work with you.

This builds trust and rapport, and opens the door to them wanting more.

And on your side?

You get all the benefits I mentioned above from work you’re already going to do.

However, before we can create customers…

We need leads.

Which takes us to step 7.

Step 7: Post Straight Line Content

Most people in this space post content without any sort of framework.

And when that’s the case….

It’s really easy for it to get scattered all over the place.

You post on lots of different, often disconnected topics.

Your messaging becomes really incohesive.

You post inconsistently, too – usually when you feel inspired.

And so on and so forth.

The result is that…

Not a lot happens!

Enter the frustration of content creation.

Lots of effort. Minimal reward.

That’s why I’m a big fan of having a framework.

The one I came up with is called Straight-Line Content.

The tagline is that it “draws the straightest possible line to results”.

I’ve got a full article on the topic that I’m posting soon.

But here’s the basic idea…

You create one Primary Post a day around 3 core buckets of content:

Philosophy, Issues, and Evidence.

By virtue of how you create it, each post has a clear link to an idea or offer.

You then shred and distribute it across email and social media nice and efficiently.

You end up with a really efficient content creation process that’s set up to deliver meaningful business results efficiently, too.

And one part of that is because you post Insights instead of Instructions…

Step 8: Post Insights vs Instructions

If I tell you how to solve your problem for free, you may like me.

But there’s little incentive to pay me.

That changes when I demonstrate I have the answers you need, but don’t give them away.

Especially if I change your perspective on the problem(s) in the process.

That’s the difference between sharing Insights vs Instructions.

There’s a time and place for both.

But most creators only do the latter.

They give away all of their best stuff.

High Agency Creators do the opposite.

We share the what and the why.

This makes people lean and want the how.

Share the insights.

Sell the instructions.

You’ll generate more leads and revenue, as well as growing your brand and authority more efficiently.

Step 9: Go Email-First

To build a robust business online, you have to own your audience.

My last business died primarily because I didn’t.

100% of my traffic and income hinged on 3rd parties.

So when the shadowban hit and Google changed its algorithm…

It was a kill switch for my business.

I had no levers to pull.

That’s one reason I’m so focused on building my email list now.

It means:

1. Your audience can’t be taken away
2. You’re no longer subject to algorithm updates
3. You get direct access to your audience 24/7

Not only that…

But it’s also a much more natural environment for making offers than social media.

So, that’s what we do as High-Agency Creators.

We take people from social to email.

Then, eventually…

You can run everything bar the delivery side of the business with one email a day.

You write that Primary Post I mentioned as an email.

Then shred and distribute it across social media – making offers daily.

However, we can’t just be sharing information.

We have to let people into our world…

Step 10: Let People into Your World

If you have an audience of people who know, like, and trust you…

Then you’ll always be able to put food on the table.

That’s basically my hedge against AI!

But to do it…

Information isn’t enough.

We have to let people into our world.

Let people get to know you.

As High Agency Creators, we share our perspectives on life and work.

Especially the uncommon ones.

We talk about the “main characters” in our life.

We also come up with Big Ideas.

Big Ideas are unique concepts and mechanisms that produce the transformation we deliver.

But they also enable us to stand out.

It’s stuff nobody else has.

Meaning the audience can’t just go to Google or ChatGPT to learn about them.

In my case, for example…

This would be things like Offer Ladders and Straight-Line Content.

High Agency Creators also define an “Aspirational Identity”.

This represents who someone can become if they work with us.

So again, in my case, I have High Agency Creators.

Over time…

These elements are what build your personal brand.

And ultimately, develop the all-important authority and trust that come with it.

Summing Up

So, those are the 10 core steps I’m taking to build a simple, solo online business that can make 6-figures and up working just 2-3 days a week.

Feel free to reach out if you want more information.

If you’d like some help implementing any of this stuff in your business, let me know.

Finally…

Don’t forget to check out the 10-Minute Offer Unlock, which I mentioned earlier.

It’s a useful tool for pressure-testing your offer(s) and making sure they have everything they need to sell.

Thanks so much for reading this one, though!

I know it was long, but I hope it was useful.

Come say hi on YouTube and Instagram if you fancy a chat about it!