Most coaches choose their legion strategy based on what they feel is trending rather than what actually works and builds their business.

So in today's episode, we're actually going to break down what works on three different levels.

In the established phase, when you're starting up, when you grow your business and when you scale your business and we're going to focus on what different legions that works both organically and with ads at all the different three levels.

Yeah.

And it's going to be wildly, wildly, wildly valuable.

The thing is, I've seen people try to scale or grow their business doing strategies that are not put in for their level and it fails every single time.

Yeah.

So we want to break down what should you be focused on in terms of lead generation at different stages in your business?

Yeah.

And it's important to understand that if you don't, you are going to have a problem.

Yeah.

Meaning that if you're trying to establish your business, getting that first 5k, 10k, 15k per month, and, and you are copying someone that is doing 35, 40, 50, maybe even €100,000amonth.

Yeah.

500,000amonth.

You're going to drastically fail.

You're going to spend resources that you can't afford.

Yeah.

If you're trying to grow your business, you already are established and you're trying to grow your business, but you do what you used to do to get you to that point, you're going to plateau.

Yeah.

So you're going to be on a standstill.

And if you're doing something that again, people much, much further away from you are, that have come much further, are doing, then again, you're going to burn out and you're going to spend resources you don't have.

So we need to do the right thing at the right level in order for our business to work.

Yeah.

And it's the fundamentals of the entire episode.

So it's important that we figure out, okay, what stage am I currently in and what should I apply at this level to make it work?

I love this.

So let's break one of the biggest myth there is.

And if you just get more traffic, you'll get more revenue.

Yeah.

That's such a big lie.

I don't know how many people I've seen who spent large amount of money into ads to fill up their seize event.

A workshop.

To have 500 people in a workshop and walk up with one or two clients.

Yeah.

Like literally burning money on doing a workshop for 500 people.

Because they, to start up with, believe that they just need more people in the room.

And we can take an example.

Let's take a few examples here.

The first example here is we had a client we started working with and she did this.

She had a huge marketing budget for the state she was in.

It was quite significant.

It was like half a month of revenue she would put in.

But the problem is she got 500 people at an event.

Out of those 500 people, she scheduled 12 sales calls, but she ended up having seven clients.

The first three clients was just to pay off.

So she got four clients out.

Then you can argue that's okay.

But just to compare what we did, because what we did was step number one, we stripped out the ads and said, let's do it organically.

Step one, we only got 85, same event, everything the same, 85 people.

She got 12 sales courses.

You got 10 clients.

Yeah, zero at cost.

That was a huge.

And then once we fix the conversion, then she could start adding the ad spend to it again.

But she needed to fix the conversion first.

Yeah.

Because ads amplifies what you're already doing.

And if you are amplifying what doesn't work, you're going to get like 100 times 0 is the same as a thousand times zero.

Yeah.

So it doesn't matter.

So don't burn resources.

Because until you fix.

Fix your conversion.

Yeah.

Or fix the funnel the thing so that you can see that it produces clients.

I have proof of concept.

When you have proof of concept, then you can start looking into.

Okay, so how can I leverage this proof of concept.

Yeah.

So just distinguishing in the established phase, there is no ads.

Yeah.

That could be run.

The person we are talking about, she had already made a couple of hundred thousand euros in her business before she met us.

Yeah.

Meaning that she knew what was working.

Yeah.

But she had a couple of things that needed tweaking so that she got conversion out of the thing.

When they all hang out together and

she wasn't as reliant.

No.

So that was the first thing.

The second thing is that in the established phase, the most important thing is to starting to see that you got the bits right.

So in its greatest fundamentals stage, does my marketing build know like.

And trust?

Does the things that I do out loud, does that get new eyes on it?

Does that make people aware that I exist?

Does the stuff that I produce build likeability?

Do they like who I am and what I do?

And does it build trust?

Yeah, fundamentally.

Then when it comes to sales, which is the next part of that, once we have transitioned them from Marketing into a sales conversion funnel or conversion we need to look at, are they showing up, are they interested?

Is that the right person that I'm talking to and can I present my offer in a way that makes them go like, hey, I want to buy?

And then once you've done that, you have a new client, Can I deliver results to them?

The last one is usually the easiest one because most coaches are clever enough to work within a field that they are comfortable and already have confidence within.

Mean that in the established phase, the easiest thing that you can do is just look at yourself in the mirror and say, I'm going to do whatever it takes to never fail my clients.

And then even if your program is just 10% built out and you have no idea really what's going to happen after those 10%, you have everything that you need, you know what the person need on the journey towards the outcome.

So you can just look at yourself and say, I'm going to do whatever it takes to make sure my client succeeds.

And that kind of bundles together the entirety of the established phase.

There is no ads in this pool because if you do that, you're just going to spend money and you're not going to get more data.

Let's just make this simple.

There's three phases.

Establish growth and scale.

What is the phases?

Who fits into what phase?

So if I were to be pessimistic, I would say that you're in the established phase until you reach €10,000 consistently in your month.

If I were to be optimistic, I would say that, well, you could argue that 5k per month also is kind of proof of concept, but depends on the price model that you have.

Personally, I don't like coaches that sells cheap stuff and I'm not saying that it needs to be expensive, but it needs to be dignified.

So I say about 1500 at least euros per client.

So I would say that €10,000 is a lot more consistent.

I would say that that would be

an established phase, 10k, that up to 10k consistently is your established phase.

Because that's all about, at that point you start to be able to live from your business.

You could quit your day job if you have one.

Yeah, absolutely.

And some people would do it before.

But let's say you're not out of establishing until you at on 10k.

So when is the growth?

Believe in 15.

So that's from 10 to what?

Between 0 and €10,000 per month is the established phase.

When we're doing the growth, it's between €10,000 per month and €30,000 per month.

And then when it comes to scale, we usually divide it into two different groups depending on where they're at.

Because 30 to 84, which is making a million euros a year, but then it's making from going from 1 million euros a year to 3 million euros a year and then it's another group from 3 million euros a year to 10 million euros a year.

So the stating phases looks very different.

Established phase is all about conversion.

It's not about adding more traffic, it's about learning the skill.

Which means that in the first phase, it's about trial and error testing and learning your language, learning what works with your audience.

It's about being clear who is my avatar, what is my offer.

It's about learning a lot of things.

So.

And you only learn by trying, trying testing.

A lot of.

There's a lot of testing in this phase, which means that when we come into the next phase, the growth phase, we know that our conversion is working.

We tested that.

We know who's my avatar, what's working best.

Like my office working.

I know I can convert.

If I just get them in front of me, I'll convert.

Now we can start adding growing traffic.

Focus on how can I grow traffic even more.

And what we'll also start looking into is how can I start going away from one to one sales and one too many sales.

Instead of selling one to one, we go and sell on stages.

Yeah.

Or sell to more people at the same time.

At the same time.

Which is.

It's going to be a new learning.

So it's a new skill set.

We need to learn do lead gen by literally doing a lot of giveaways and direct invites into your content.

Step one in the first phase is that when you do want to get lead generation, make sure step number one that your profile is set up for lead generation.

Go back and watch the other training we made about set your profile up the right way.

Because your profile can generate leads while you sleep, but you need to set it up for it.

And we made some trainings on that.

So go back and find those.

Step number two, you want to test a lot of different legions because it's also about testing your messaging.

It's about testing your messaging as well, which means it's about testing, I would say even give away a whole lot.

Give away amazing legions, like something that is a high value.

It's about testing what do people want.

And once you understand what is it, people say yes to you.

We use that.

Yeah.

Now that is the first stage.

Once you get to 10k, we go into another phase.

And next phase is a transition to go into ads.

But it can start very slow.

We continue.

We know at this point because we tested, we know what works, which means we repurpose a lot of the things that works.

Yeah.

So we do more of the same things, repurpose the things that works while we test new stuff.

But what we also start doing is taking those things that works and we start putting a little bit of money to them.

Yeah.

And we can start by just boosting Legion content.

So.

Because what happens in the established phase is that you're starting to gain following.

Yeah.

So when you've gained a small amount of following, when you start boosting, you can boost people to a lookalike audience of the people who are already there, which means that you don't even need to create an avatar.

The algorithm will look into who is following you and they will create a new avatar for you.

And then we'll just push the content towards the same people are already following you.

Yeah.

So if you're doing it the right way, then the boost is very efficient.

When you boost, you boost for profile visits.

No buttons, no legions, no nothing of that.

If you have an invite content piece where you are giving away a thing, then it's still comment below.

Yeah.

You boost for profile visits to a lookalike audience.

Yeah.

Because it's cheapest.

And then you start at the lowest

level possible and we can add that to understanding the different levels in the established level is about installing a system that is proven and works.

When I say a system is also a funnel, having a clear model to follow.

So you don't like do everything and run around like a headless chicken.

You just do what works.

This is what we do with our clients.

Just follow this damn system.

So you don't need to think and invent something new.

Just do what works.

Once you get into the next stage, you do more of what's working.

So you just amplify that thing.

Because now you test it, you know it works everywhere.

You amplify it until you start changing your sales level that you go from one to one sales into one to many sales.

And at this time you probably even want to start look at once you've got the boost, like you can get amazing, a lot of leads.

If you have a boost budget of five years daily, you will be able to see that you're growing and you're getting out to the right people.

You're getting leads.

Yeah.

It's Not a lot of money.

Everyone can do that.

But don't waste money before in testing.

Test on your organic first and then start boosting.

Now we just had an event, we in the scaling phase.

So to share that with everyone else.

So we're in the scaling phase.

And for everyone who's in the scaling phase, you probably in the point where you're doing a sales events and you have a legion.

Because the next phase is that you take your legions and you start putting them into legion ads and gens.

Yeah, Legion ads.

So you start building up your email list and get people in there.

So that's a lot about building your email list.

So you have different platforms to work on.

And we just had an event and we got people to this event.

We paid just below five years per person per lead ad event, which is a great benchmark compared to what you can expect is somewhere between eight and nine.

We paid just less than five years per lead to this event.

But if we add to that also using the organic, like a combination of the paid marketing and the organic marketing, we actually only paid just €2 and 10 per lead at this event, which means now we're down to solo prices that it becomes about data driven.

And that's what happens in the scale phase.

We know our data, we know our funnels, we know our conversion rates.

Now it's about scaling and fixing small numbers everywhere to get that to grow.

If you want to get cheaper leads, run your ads to middle of funnel people.

What does that mean?

People you already got into your world, into your sphere, meaning that you got out to them.

If you boost content, you got people into following you start engaging with your content, then you do the ads and you do them into that pool of people.

Instead of top of funnel like completely cold, you cut down the lead cost.

But if you are starting up and you start running ads, you don't have a middle of funnel audience to do ads to.

Which means that you only need to do ads to top a funnel.

I know people are running ad strategies that are paying between 30 to 90 years per lead.

Yeah.

Most of them unfortunately also have an agency behind it that helps them to do that.

Which means that they pay money for the ads and then they pay a team.

That also costs a fortune in order to be able to get very expensive ads.

Which means that growth phase is about scaling.

What's already working when we get to the scale phase is about improving and focus on profit.

Yeah.

And profit margins.

How can I improve my profit margins?

Because a lot of people in the Middle phase, they'll be okay with paying high.

We hired an agency at some point and they felt like, yeah, it's okay to pay this much for lead because you make money.

But we were just looking at each other and saying, but our goal is not to break even.

Because that was literally said, but you break even.

Our goal is not to break even.

We can't live the lifestyle we want from breaking even in our business.

We need to make money, we need to have profit.

So if you ever have an agency saying that you break even and believe that's a good measurement, Measurement, I would fire them.

Because you don't have any margin if anything breaks.

Yeah, it's kind of like, you know the story about the father who took his daughter out.

They were holding hand, walking down the street and the daughter looked at his father and said, dad, I really want some ice cream.

And the dad looks down to her and says like, yeah, so do I.

But mommy only got us money for enough for three beers.

It's, you know, it's, it's the priorities are off and you need to fix those priorities.

We're not here to make stupid decisions.

And it's what it comes down to is make sure that you have money enough to live the life they want to live so that your daughter can have a freaking ice cream.

There's different things we want to focus on.

We just made another training for you if you want to know.

Like we give you some specific ways to make new legions every single week without going insane and desperation over all the time you need to spend on doing legions because you do not need to put in time.

What's that?

Or the training that will help you a lot on what to do, what to post.

And we even give you a lot of hand raising content that you can do today and get leads right now.

Yeah.

And I want to say that because we have a client that just recently during the weekend, so she was struggling with leads.

So we talked a little bit about it.

We set up a campaign and did a hand raising post.

And from not having anyone to talk to until the next few days, she was booking in 25 people who were interested in her thing, so.

And that is 25 qualified sales calls.

Yeah.

People who knows that this is something that I want.

Yes.

And that's a huge difference.

And I just want to say the breakthrough isn't that far away if we implement the right things at the right level.

And that's why this conversation is so important.

So don't hesitate when it comes to go and download the stuff that we give, we would happily give away the stuff that helps you kind of break open that Pandora's box of being able to generate leads efficiently.

And also, don't be afraid to ask for help.

We're here.

We can help you.

It's a link down below.

Get your call with us if you want our help help.

And if you want to test out what we're actually talking about, we're also going to host a free workshop where we're going to help you to set up your legion and your marketing.

So there's a link down below.

So come and join us and work with us for a couple of days

and know what it's like building a profitable business in 2026.

If you've loved this episode, don't forget to like and subscribe and we'll see you in a new episode in any of our content that we release Mondays or Wednesdays.

Bye guys.

Sam.