E132 - The New Way To Make Money Online (Now That AI Kills Every Other Plan)

0:00It's like too easy to do so many different things, which is why it becomes hard. When you understand the end desire or the outcome that you're looking for, it's way easier to work towards that while being completely open to your path changing along the way.

0:13Nik Setting:He's built a multi-seven-figure marketing company with over 85 % profit margins, and he's only 21. Nik Setter. There are lots of people diluting their brand by not even posting the wrong things. They just don't know. They don't know their positioning. They don't know their messaging, what they verbally communicate to people. I see a lot of people in that trap of they're continuing to do the thing they've always done because that's how they've identified themselves. They don't realize that it is actually possible to rebrand yourself and pivot a little bit and do something different. People lost the understanding of how to actually build a personal brand.

0:44They have a lot of fear and not understanding of who they want to become. They just don't have a fucking clue.

0:49Nik Setting:How different is the person that you see on your videos, on your channels versus the actual real you? It's a great question. I think the... Quick pause, guys. I need to tell you something. It's that time of the year where everyone's on the winter arc hype, where they're building their physique, which they plan to reveal at some point in the summer of 2026. But I hate to be the guy that says it. Most of you are going to end up getting fat. You'll be overeating. You'll be following some sort of a program which isn't actually going to be getting your results. You're going to be improvising on the spot, no doubt.

1:22Nik Setting:You won't be tracking. There'll be no structure, just random exercises with minimal progress seen on a week-to-week basis. Pretty frustrating, right? Well, that's the whole reason why I built the Thirst app, to help busy people like yourself find a system they can actually stick to over a long period of time. We have thousands of transformations for men and women who just plug into the app, get the exact plan they need for their goals, show up to the gym and just put in the work. You get access to over hundreds of programs and hundreds of different meal plans, everything which you could possibly need to get yourself in shape so if you actually want to stick to something and see results without taking things to the absolute extremities click the link in the bio let's get on with the video welcome back to first things thirst we have nick setting in the building how you doing i'm doing amazing i'm looking forward to this it's gonna be good great conversation yeah um i'm i'm impressed with what you've already achieved at your age already like you are absolutely smashing it i'm curious to know where this this drive has come from i i think it started around three three years ago around two two two years plus and the main thing to specifically answer your question where my drive comes from is i've always been loved to like built stuff yeah and especially build the unique stuff so just before the podcast we talked about everybody is building their own businesses and i think it's so amazing to have the opportunity in the life that we have with all the opportunities to just take them attack new problems solve new problems find new people make new relationships and just make the best out of it as you can yeah so when you were younger what were you did you have any idea what it was that you wanted to do because i know there's a lot of people who approach me who are in their their late teens early 20s they're a little bit lost they don't know which direction to go in or what they should i think in particular they're always like well what what should i become good at like what skill set should i develop was there anything that was apparent to you in the beginning no i was completely confused yeah i was so confused and i think over the past like three especially three to five years it's like it's just like a paradox of choice because you have so many opportunities it's like too easy to do so many different things which is why it becomes hard yeah yeah so making a choice is so difficult and i feel like that when you understand the end desire the outcome that you're looking for it's way easier to work towards that while being completely open to your path changing along the way yeah have you found that you've had to change yes yes not specifically in actions or at least my actions obviously obviously change along the way for sure it's just like i think the outcome changes it's like it's very simple when you don't have money you're in a survival state you want to make money and that's your desire so it gives you a certain power to make that money and you have that money and then you realize other things are important and then it it constantly builds itself up it's like a stairs you know you walk up to the next level constantly so what was it what was the the first thing that you would do that brought you a bit of a good cash i would say that the most important thing to do in the first place is to learn a skill and learn a valuable skill that is bulletproof so to give you an example from my perspective everything that like in 10 years from now there will be a couple things very important that are personal brands that are like great relationships with specific people it will be um very unique things that you can't replicate fast with like ai so as an example like a media buyer will be out of the game people that run ads or a copywriter is already we have clawed it's so much better than any copywriter it's like i think if you learn a skill and you learn to be unique and you can give people you can make people feel a certain way with your brand or your content i think that is going to become powerful and these people will make the most amount of money yeah because it's i mean i don't know when you started making content but for me at least it was on youtube 2016 instagram was even before that but it was like literally a completely different platform and even now it's interesting to see how everything is changing how there's just so much more competition now it's like everybody's setting a channel or a page creating content everybody's fighting for attention exactly and there's there's there are people that sticking out they're they're finding a way to stand up for everyone else but there's a lot of people who are they were kind of struggling i feel like if you're and this is interesting it's like you're competing everybody's constantly showing more stuff so when everybody's showing more stuff you feel like you constantly need to prove more people to show more stuff right it's like you're showing more stuff and then that this is not enough anymore you're in the next step and that is not enough anymore you go to the next step you're talking about like the lifestyle stuff do the lifestyle or or maybe even assert like the way you edit your videos or even the way you right like anything and i feel like that's that's just a race tech it's it's a race to the bottom yeah you're you're competing with 99 of the people and i feel like that there are so many other ways you can be unique whether whether it's associated with a lot of money or no money whether it's associated with a specific specific style of communication whether it's associated with the people that you surround yourself with.

6:48Yeah. And I feel like that people lost the touch with themselves and also understanding like what actual like personal brand building is. Yeah. To just follow the flow of what's working, right? And then just follow the path that most people follow. Would you say when it comes to personal branding,

7:09Nik Setting:is it just a matter of, okay, let me just pick up a camera, film some content, regularly post, Is that sufficient to build a personal brand or do you got to think a lot more about how you're doing it, how you get about it, what type of content you're making, or is it about the consistency? I see it as, like it has several components, right? Like, for example, everything that you hear and see is important verbally and visually. So like, what do you show people? And then you can decide, okay, how do you edit that format, which is very important. What do I dress? How do I dress? And how do I show that?

7:45and I think the most important thing is what do you talk about and how do you speak yeah it's like it's a mixture of the right communication and making sure that what you verbally say is aligned with what you visually show because when that alignment is there it's like personal brands it just builds so much trust yeah the reason people are paying is or you know whenever you sell anything or monetize is because of a personal brand

8:09Nik Setting:I can see you being very particular about the way you dress the way that you speak the way you present yourself which is i mean have you put a lot of effort into that because i know you're not naturally english speaking correct your main language originally was yeah dutch dutch yes but your english is like very good to the point where you've almost kind of removed the accent did that take a lot of work that just comes from playing a lot of video games okay so to be honest to be honest with you um but beside the communication yeah the communication is very very important and i think like to learn to understand communication is like you can make anything happen and that's the moment you get people to listen to you it's like influence yeah it's like when you have certain i would i would call it levels when you like a personal brand exists of multiple levels right and when all these levels are like aligned it's like it just makes sense it just works the brand just works yeah and everybody has their own style everybody has their own things and i feel like that i'm i just decide to build my own road that's how i view it instead of following the the lane that everybody is following have you have you kind of envisioned this person or character that you wanted to be and have you have you literally just kind of become that person like how different is the person that you see online on your videos on your channels versus the actual real you it's a great question i think the best thing about content is that you can like content can be very attractive for people but it can it can build so much trust but showing the wrong things does the opposite thing yeah like it does the opposite thing and i think that that is something that most people don't understand well i think as well a lot of young people a lot of young because they don't have that filter that's one of the reasons why i didn't do the podcast earlier because i was like i just didn't feel like i was ready i don't think that i had this ability to know what to share and what not to share along with sufficient life experience to actually you know have something interesting to say and and the most beautiful part is you don't need to be ready yeah it's like to post content in general yeah but there's a difference between posting content and building a brand and to give an answer to your question i am a hundred percent authentic in everything that i show but i'm not showing every part because i don't think it's going to add anything or i don't think it's necessary yeah so like i always wear that same outfit right but that's just that's just who i am that's what i genuinely want um i just think it's very important to be strategic with what you post and what you show to make your vision aligned with the audience that you're attracting so like i don't i don't build my personal brand because i want to become famous i don't build my personal brand because i need more friends i don't build i build my personal brand because i want to make a massive amount of impact and show people how they can communicate their expertise and value to other people that's what i'm doing right to help them build their personal brand and that is how that's how my personal brand is optimized it's not to make friends it's not to show that i'm cooking food it's not to um and i think when you're very strategic with what you post it'll just give you so much more benefit and it filters out the wrong and the right people yeah does that mean that i cannot show personal things or things that i'm doing now because that also builds a lot of trust but i do think that people lost the understanding of how to actually build a personal brand if you're actually building a personal brand you won't you won't have competition because you're it's personal it's who you are and like what you're doing personal brand became like a statement of like yo just build a personal brand it's not it's not a business model it's not like a you see what i mean yeah you're drop shipping or something i mean even for for me if people ask me i tell them well create what you think is going to be your brand identity right write down a list of words that you would associate with your personal brand or like things which your brand stands for then every time you're going to post make sure that it aligns with all these things that you've written down for yourself because if you go post something random because it's trending and you think oh well i'm going to get a lot of likes and engagement and more followers from it but it's just you being goofy and doing something cheesy which doesn't align with anything you've written down for yourself then you're just going to confuse people and i think what you just said that people have the biggest problems and they have a lot of fear and not understanding of who they want to be gone they just don't have a fucking clue they don't know what that identity looks like which again makes it so much harder you can't work towards something if you don't know where you're going yeah if i pay an uber driver like 30 bucks and say bring me anywhere like what's gonna happen you stay in the car forever yeah if you know okay listen i want to go to downtown you know it's gonna be 30 minutes you're gonna know you see what i mean that's one of the best things about life you can choose the character or the person that you want to be like it is in many cases it's possible you just have to want it badly enough and then figure out okay so how how do i get to that point because as you said you're in complete control of what you post and how the world sees you so it's almost like you it's a game and you can if you play it properly you can you can be that main character that's the beautiful thing yeah and i feel like there are lots of people diluting their brand by not even posting the wrong things like on purpose it's they just don't know yeah it's like they don't know their positioning they don't know their messaging what they verbally communicate to people they don't know what they want to show what they don't want to show yeah and i think that that's such a big problem in today's market and economy we live in because that's the only thing that's going to matter like again like we said ai is going to rep like it's going to replace so many different things it's like what what does actually matter besides That's like besides like the businesses, right?

14:12That we run. It's like just being, just having humor is going to be important in 10 years from now. Just being human. It's like, that's the only thing. If you can have hundreds of thousands of followers and you're human, you're just yourself and you have a lot of humor as an example. It's like people would love to follow you and you'll be able to sell a book about how to become a comedian. Yeah. Like anything.

14:33Nik Setting:Yeah. It's interesting. even with my journey of doing this for a long time, there has been phases where I've been, I think I've been a little bit confused as to what is it that I'm actually doing? Like, what am I known for? Because I started off doing the whole fitness thing. I was a coach. My channel was predominantly pumping out content to do with helping people get in shape, build muscle, lose body fat. And then I honestly just got a little bit bored of it because I've done it for so many years, even though that was like my thing. And then I just wanted to travel, see the world and get a bit of my personality out there so I just started making vlogs there was always an element of fitness in there but it was more so like the let me go to a different place watch how I you know visualize it how do I you know merge with the culture doing all these cool things and eventually people warmed to it and it kind of helped with the fact when I was launching my clothing company because it was more of a lifestyle channel lifestyle brand it was me dressed up wearing clothes it was easier to kind of sell organically because it was part of everything that I was doing but then it was less of the fitness stuff so it was less of me being able to drive people to my app which was like one of my main things so that was when I decided okay like everything's a bit of a mess right now even though yes it's a good channel I can put content out i can pretty much go anywhere do anything without script and people are going to watch which is great because i'll never run out of things to do yeah but when it came to actually selling something people kind of like well what like how does this guy even make money yeah no i think what you said like you get people think when you have a certain personal brand it always go well and always go up like you'll be confused before you start but you'll be confused while you're in there you'll be confused when you make so much money you'll be always confused and that's because what we said, you're chasing a certain identity and you change, you change, meaning your personal brand changes because you didn't want to make fitness content anymore.

16:29You wanted to make different types of content and travel. It's like your brand stagnates because of you. That's why it's a personal brand. And I think that's so healthy. That's completely normal. It's when you figure out yourself, like what you want, it's become so easy to share that belief with other people. And that's why personal branding is so amazing. Yeah.

16:47Nik Setting:And I see a lot of people in that trap of they're continuing to do the thing they've always done because that's how they've identified themselves. They don't realize that it is actually possible to rebrand yourself and pivot a little bit and do something different. Yeah. And I think there's so many people doing the same thing, right? I'm not talking about specifically selling the same product. But there's so many people making content that is not even aligned with them. Yeah. They have been moving to a different identity, to their next level, to their next journey, next chapter, while they still make the same content as that they made before.

17:21And then it stagnates because you're here, your content is here, and then you don't like it anymore. You're not motivated to make content. And then it becomes so difficult to continue what you're doing. And then people start to lose the actual purpose. People start to lose the reason of why they started in the first place. People started to lose so many different things. and the the biggest thing is your audience feels that so much yeah well i think people

17:46Nik Setting:saw that with some of the content i was making i think especially with the fitness stuff i'll give you an example if i'm doing a collaboration with someone and it's like it's a very social thing but we're training i love that like it doesn't even feel like work i'm literally training and just having a catch-up with an interesting person almost like a it's kind of like a podcast but but there's also training. And then when I'm out in the field, like just doing my thing, doing tutorials, being in the gym, I like it. But if you put me like in a desk, getting really sciencey and having to really pre-plan a video and get technical and ensure like the visuals and everything is like the absolute top of the top.

18:30Nik Setting:For example, like Jeff Nippon, like his videos are really good, but there's so much effort and like nerdiness that goes into that if i try to replicate that which i thought at one point oh well i have to do that because that's like what people want to see now i wouldn't enjoy it and you could tell like why is mike so fucking moody today it's like because i don't want to be fucking making this content and i think that also like that reflects on how you monetize your audience it won't work like it'll be set right when you launch something and you just completely let it bloom launch something it's not aligned with what you do you know you'll buy it and then what yeah it's like it starts at a certain point it starts to shift from okay listen what do i want to do to like okay what does my audience wants but then it's it it's contradicting because if you want to go a different direction it doesn't make sense to keep holding on to something that just yeah and i think that's a big problem yeah that a lot of people face like it's it's just interesting to see because i just don't think and that that a lot of people truly understand what goes into building a personal brand because they see it as a system it's like they see it as like okay you know i i do this and then i build my personal brand like again what i said it's not it's not a business model it's like you see what i mean yeah and i think when people start to view that differently and they start to understand the importance of okay how do i position myself right these are seven billion people who do i like to speak to do i even like to sell sell them something or do i just like to make content for them like when you understand that you figure out the core and you go to messaging it's like okay what am i telling these people what do these people care about what am i telling them to trigger their pain right yeah then it becomes so much easier to in generally make content like um i think i was struggling for a while with creating a lot of content as well um which is why i i personally went from making a lot of this at the start or like this was around like a year ago was like stagnating even though the people didn't felt that in my brain it felt like yeah so it's like i went from making documented content to kind of undocumented content it's like you you you if you sit down and you force yourself to create content for people they feel that but when you're just doing your thing as an expert you go to the gym right and you whatever you just do your workout and there is a camera there to show what you're doing it's like it's like the authority level changes yeah if you go to the gym and there just happens to be a camera to film you how much better is that content yeah then you sitting down to be like to make sure that like the camera like the camera is on you so you force yourself to create content like people feel that instantly yeah there's a few i've noticed this now like either CEOs or business owners, they're absolutely killing it with the business they've created, but they've neglected social media because they've not needed to make content to make their business work.

21:30Nik Setting:Like they've done it the old school route. But then it gets to the point where they're like, okay, well now I've built this successful business. I have loads of money, but I have like no followers. So I want to build my personal brand. And then they're a bit confused as to what it is that they should be doing. So like I've seen this before with some of my friends, they sit down like everything fancy and proper and they do these videos giving advice, which is quite good. I mean, they obviously have good advice to give, but I just say to them, like just get somebody to follow you around so that people can see what it is that you get up to when you're running your business and then just casually drop some knowledge bombs every so often when something happens instead of you having to take time out from running a business to sit down and create content for hours which is pulling you away from the thing which is making you the most money exactly and people constrained as well it's like ideation is such a big thing what am i going to make content about when you have a person living with you right a full-time content guy or a creative director or anything it's like you just force yourself to take action to do work and then figure out so much other stuff yeah you probably were living with some different people that make content for you and then you're like you know what fuck i have a new idea let's do this and you're just going to do it yeah and you never came to that idea in the first place whenever that guy wasn't there in the first place it's like so much more efficient because you can brainstorm together you get new ideas and everything just happened so much more spontaneous and you need to capture it when it's spontaneous because that's what that's like the energy but That's only possible when you have someone with you all the time.

23:09Yeah. It's like, how do you want to capture it otherwise? You're going to pick up, that's not spontaneous.

23:12Nik Setting:Yeah. Yeah. The only way would just like pick up an Osmo camera and just say something. Yeah. But then it's like, it's like, in my opinion, that, that, that makes you get back to document the content. You get the camera and you film instead of you do your thing and the camera happens to be there. That's, that's such different content. I think most people don't ever even understand, but it hits to their unconscious. and they'll know like even if you look in the camera you just talk to camera you're looking in the camera and you're talking you're saying something it could be valuable but then everybody knows you just sat there to make content yeah fucking like retarded yeah and there's they'll probably like we've probably got some fucking script somewhere or of course teleprompter but the most important thing is people people follow you because of a reason based on the things you share so they want to see you do that thing right if i help um people with personal friends they want to see me do that they want they don't want me to see they don't want to check me out or whatever to talk about it it's like they don't want to see you you know constantly talk about fitness it's like it wants to be a reflection they want to see you go to the gym with a friend and then in the meantime while you're resting you'll uh spit some value yeah so so with a lot of the people who are approaching you, DMing you or clients that you've worked with, are these people who are, they're looking to launch a business or sell an info product or get more clients because they're a coach?

24:42Nik Setting:Is it a whole variety of different things? We're mainly now, specifically for me, it's like we're, we're working with very big creators that just want to build a personal brand or businesses that make so much money with founders that don't have a face so they want to start building their personal brand okay and it becomes so easy so much easier because they just they have the credibility they have everything and it's like i think these people just like just you make it work so easily because like i don't think people are like again people you need to have a face with a brand because that's what people trust that's what people love to follow yeah it's like it's so important yeah because even i've noticed like you can create separate accounts for example it could be like the podcast account or it could be your your business brand account yeah people are really they're not going to be like oh let me follow this brand they want to follow the person correct so i mean unless your content is so on point and fire it's going to be difficult to grow the brand from scratch like a lot of people who they come up to me and they're launching a new business and they're putting all this time and effort into growing the page of the business i'm like just fucking put that time and effort into growing your own you'll just just drive people to the page exactly and and as an example like people pay me for my knowledge my experience right my brain and you can decide to package that in so many different ways as they do with you it's like it's they want to learn something about fitness cool they can buy my course where i explain you something you can work with me one you just have let's say the same offer but you change the level of access yeah the level the more access the more expensive it becomes yeah the more personalized it could be yeah and i think like that is that is beautiful that's why people buy they buy to get your mind into something they get you know and they decide the level of access that they want yeah the offer could be the same yeah but when you mentioned about the you help creators that already have a big audience but they don't have a brand like a personal brand a good personal brand what do you mean by that like they just managed to build a big there are two there are two segments in personal branding it's like first of all becoming an image that is so unique that people trust that allows you to attract lots of lots of people first of all and then it's like okay cool do you make the decision to monetize that to convert that into actual money and that's what i do it's like i help people built their brand to attract their dream customers so many of them instead of kind of diluting it with volume and like people that don't really care because that's very very important for me and then okay how can we build something around that to convert these people into becoming either customers or partners or clients or anything yeah and as i said like you you can sell anything to anyone people always say like okay if you just sell one thing and you have a hundred thousand followers if you do that then only 10 will be interested in buying but you can sell something to anyone that's completely okay you just need to change the level of access to make sure that you can create scale for yourself like you're not gonna have 20 people a day coming over here yeah to do one-on-one sessions yeah it's like yeah cool you can do that cool pay me 500 grand a year yeah otherwise you don't get that yeah yeah it's like right yeah and if you just want have access to information cool pay 15 grand 20 grand 10 grand whatever you get the information to do yourself what would you say are some of the key things that you need to consider when it comes to building trust and are there different platforms which are more effective at building trust for example short form versus long form youtube long form is the most powerful thing that anybody can do in my opinion youtube there's nothing nothing that can beat that x facebook linkedin instagram shorts nothing first of all and the reason why is because people can consume more longer pieces of content and everything becomes more authentic and truthful it's like that's the most valuable thing that you can do to build something to build a to build a valuable relationship with your audience and i think like that's something that so many people underestimate as well like everybody is just so obsessed with views and so obsessed with like i would call it fame it's like they just want the attention it's like if you figure out what your goal is and your goal is money but you're trying to optimize for fame it's like what's the actual goal here yeah that's distraction it's a constant distraction because you you see it that money is something you don't instantly see and that's why like one of the biggest skills to learn now is patience yeah just having patience doing the right thing for long enough without seeing any single fucking return yeah except i've i know some people are like oh let me just wait until you know i get like 500 000 followers and then i'll be able to sell something and I'll be able to make some good money.

29:46Nik Setting:I'm like, look, there's literally people with like 10 ,000 followers, even less that are making six figures a month because they're making the right type of content and they're attracting the right people and they have the right offer. The easiest way to build trust is you have service providers and these people are seen as service providers, like the people that sell something constantly, right? They don't have a lot of trust, but they're seen as gurus. And then you have like movement leaders, people that lead a movement it's like if you're selling a system if you're selling a golden script if you're you are being seen like that and that's when you attract the wrong people because only broke people care about that yeah only broke people care about the golden script only broke people care about a guarantee yeah when people work with me i say you know the results gotta be like maybe you just lose all your money i don't know yeah and then what you lost it you have a lesson yeah bye yeah you see my point it's like but the right people understand that and i think that is something that's so important to share that's like one part of like that's like 10 steps with messaging that i always tell people it's like that's one part of it it's like if you show a system or the golden script you will attract broke people i just made a reel about if you show a lambo in your content you will attract broke people it's like duh it's like because a billionaire doesn't care about a lambo he's 17 of them yeah so he doesn't need to see a lambo right so i think that is something that is so crucial and if you take part of that before the podcast started we talked about that it's like you're going into a rat race of trying to do more constantly in your content to prove yourself to people yeah if you have a nice car right now it's not enough if you're in the wrong cycle if you're not doing your own thing that's the difference if you're following the path you need to have more and more and more yeah i think uh someone who did a great job at that type of marketing was iman he was like one of the ogs when it came to making like the the lifestyle the cars like that kind of thing and it worked very well i mean he made a load of money off selling courses that's for sure and you could see how a lot of people would try to replicate that once he had done that and then now so many people would compete against each other it's like this car's not even special anymore like this lifestyle is not it's like you've got to fucking now be flying around in a private jet yes like legitimately not staged to actually maybe get some attention so it just becomes a case of your expenses will just increase and increase and increase correct just because you're trying to get more attention and hope that more people are gonna buy that thing that you're gonna be selling and that's the point at some at that point it's not even personal branding anymore yeah yeah it's uh it's not gonna end well it's like best personal brands are being built and understanding the end destination of what you want your identity to look like and then also having the understanding of how to communicate what you value to other people yeah it's like if if you just like somebody who is experienced doesn't have to be a good coach or a good mentor yeah a good mentor a good coach is somebody that can no matter the level of experience communicate that to other people it's like i can i can be super good at golf but when i don't understand how to properly explain to other people how to do golf it's like they'll never get it that means i'm not a good mentor yeah it's like the difference between how valuable you are and how experienced you are is a complete different thing than saying okay listen i have this and i can communicate that to other people the right way for them to understand it in the most efficient way the fast way and simple way as possible yeah and and that's the gap that that is literally called conversion communication that's where the money is made what would you say about some people who are they've they're from a different country they they have a strong accent when they're speaking english and they're trying to communicate with a largely english audience i think alex ramosi talked about this what did you say um if you if you have a strong accent the only thing you need to focus on is fixing that problem.

33:56Yeah. Nothing else. Just fix your language.

33:59Nik Setting:Yeah. So go into communication classes. Yeah. Just learn communication before you do anything or make content and accept the fact that you don't get any return from it. Be consistent and take communication classes. It's like communication is everything. It's like your accent, your language, like the way you speak, what you say, how you say that, with what for emotion you do it, with what for tone, with what for... It matters so much and i think people underestimate that so especially when you have an accent the only thing you need yes there's has there was this guy who uh he was teaching me these mobility lessons because i wanted to work on my mobility and he was so smart like you could tell he knew his shit he like lived it breathed it did it every day for years i couldn't understand guy like it was when he would talk like no offense but like it would irritate me a little bit the way that he spoke like there would be these like weird little things that he would do like irritate me and then it's like sometimes i just didn't understand like what he said and i'd be like yeah say that again and it became like really difficult for him to communicate with me and i said like look you did like you have to work on it if you want to make it do the thing on social media yeah yeah you have to work on that because we did a collaboration video and like literally everybody in the comments just was making fun of that yeah bless you i think you get in different levels of and this is very important as well it's like you get to different levels with your brand and maybe you've seen the same thing and the let the level that you are at is not the level that your audience is at it's like you are a person with your experience and your values but you need to communicate to someone who's not at that level, but who probably wants to get to that level.

35:48Nik Setting:Yeah. Right? Yeah. Especially when you want to sell something, when you want to sell your expertise or knowledge, you need to understand what these people want and communicate from their perspective. Yeah. And that is truly what builds like conversion. And I think so many people go wrong there, which is normal because like you talk about things that you value, you like, but that does not mean it resonates with people that are watching you. They're watching you for a reason. Yeah. It's like they look up to you for a reason. so you need to be very like frequent very um conscious with how you communicate to them in what they want to hear i remember when i was making uh the content in the early days i didn't care about coming across as being intelligent all i wanted to do was just break down what i knew lay it out in the simplest format possible so the average joe could understand what I meant.

36:41Nik Setting:If I use technical jargon with, you know, movement patterns or muscle groups, like sometimes people just, they would not get it. They're like, what is he talking about? And I could be there being like, oh yeah, look at me or with my fancy terminology. For you, just basic. I was like, no, I've got to really simplify it for the average Joe who's watching this. Yes. So that they can actually be like, oh, okay, that makes sense. Do it like this. Exactly. and then i'll go and do it and that's like one of the reasons why i think it had the success it did yeah well like you make you make it so easy to understand a confused mind doesn't buy yeah well never it's like you can you can hit people's pain over and over again but when the destination is unclear and like the path is unclear people never buy yeah they'll be in that paying but they'll never buy it because they don't know you know and usually if you can't simplify something it's usually an indicator that you don't understand it well enough correct that you're talking about something that you actually don't really quite understand you're pretending to understand like you know of course but you can't break it down and simplify it for someone who's you know doesn't really know much when you are extremely knowledgeable and experienced about a certain topic it shouldn't be hard to simplify that for people yeah and i think one of the most beautiful things to do is use analogies yeah using analogies in your communication is so good because it allows you to reach so many more people without diluting the value of the topic yeah you still maintain the same quality while being able to reach so many more people and i think that is something that is beautiful yeah because you just simplify your message all right guys quick pause here i've got a question for you are you in shape are you not in shape is there work to do most likely if so i have the tool for you which is going to help you out massively it's the thirst app this is something which i personally use myself when it comes to my training and my nutrition i have all the programs in there which i use on a regular basis and for those who are just looking to lose a bit of body fat the same thing goes for women as well a lot people don't realize that I used to coach for a large chunk of my life.

38:58Nik Setting:So all of my coaching experience has been put inside of this app. I want you to learn as much as possible about how to get yourself in shape. There's exclusive videos in there telling you how to do it, how to execute exercises properly, the foods which I eat, and a newly added nutrition section where you can track your meals and your daily macros. It is pretty much this pocket-sized version of myself which you're going to carry around with you all day every day so if there's something which might interest you which it definitely will do i highly suggest to check out links description head over to the thirst app get it downloaded you will not regret it let's crack on with the episode let's let's take for example since a lot of people probably watch this then in the fitness space there's a lot of coaches personal trainers if we take somebody who they've qualified as a personal trainer but they they don't have any clients they're trying to get clients in person they're also trying to get clients online what are some of the things that they should do to attract their first clients maybe we should just talk about online only because this would be i think it's very interesting because every fitness i coach i see now or every client i get is they're all the same for me in general and i think everybody thinks about them like that because everybody copies each other yeah and they all make the same content and they all um you talk about fitness coaches yes yeah yeah it's like there's no difference yeah it's like what is different so um it depends on what level you're at in the first place yeah but i think it's very very important that you the fitness space is so big it's so big and i think one of the biggest problems that people underestimate is like they normally think they are in a market and let's say they'll take up a segment of that market.

40:44They think like it's too small for them. Oh yeah, if I make like 200 videos, it's already like I've reached everyone. That is so bullshit. You never ever reach the max and you can probably go 20 times harder and then you just scratch the service. So that belief makes people take certain actions. It makes them switch around constantly. It makes them, meaning when you are in a fitness market, it's important to focus on one thing. it's like do you help pregnant women do you help 18 year olds specifically based anything 18 year old 18 year olds with hdhd could be right it's like go very niche because you're technically marketing to the whole world in a certain way yeah depends on the level obviously so that's the first thing i think that is like the most important thing because then you will be able to be way more clear in your messaging and like what you're telling them and the pain

41:39Nik Setting:points like if i would see you can't be like hey i i help people build muscle and lose fat exactly i help people build everyone yeah everyone does that yeah so the most beautiful thing is you start niched and then you slowly build your way up yeah and the most beautiful part is when you slowly build your way up it doesn't matter what you say anymore because the brand is the strongest it's like it's like it's like now somebody can be because somebody can be starting out right now right in their fitness journey and they can hear um am i gonna get help from john that is very specific or from mike yeah it doesn't matter what you say they'll go to you yeah so the way in my opinion to build that up is you need to start niche and then slowly build your way up to build that brand authority.

42:31And I think that is one of the most important things to become big now. Because prior to it, there was not a lot of competition. When Iman started, there was not a lot of competition. So it was just perfect timing. Timing is such a big role in business if you understand timing. It's like you get to your goal as quickly as possible. But now, because there's more competition and things become more difficult and you need to be way more precise with the decisions that you're making and brands go in levels. I feel like it goes in levels. So it's like you have a certain brand, people see that in a certain way.

43:04When you want to get to the next level, you need to understand how to do that, when to do that, and transform it. Same as you said, like you want to sell this and you want to go traveling. Okay, how is it going to adapt to your content? Who are you going to sell to now? Is it going to stay the same or is it going to be different? And for a certain amount of time, you'll probably be confused. And then ultimately, you figure it out, right? And you're like, okay, it starts working again. And then you're like, you know what? This doesn't make any sense anymore. or let's try to build a product try to sell that and then you're just testing new things and accepting the confusion and i think that again speed is the most important thing in timing because everybody can grow the personal brand a very big personal brand it's just like do you want to take 100 years to do that or two years

43:48Nik Setting:yeah so regardless of what industry you're in it's always good to be very specific and focus on a particular niche. Yes, because you attract the highest value customers that will pay you the most amount of money and it will be the easiest to solve one specific problem. Yeah. It's like if somebody pays you money and that person doesn't even understand their exact problem because they have so many different problems, it becomes harder to solve that problem if somebody comes to you and says, okay, listen, I only want to work on my left bicep instead of on my whole body. Yeah. So you get to do this, this, this.

44:23If you don't want to work on my left bicep, three exercises you do these every time and you see my point yeah because even even for me i've

44:30Nik Setting:done one-to-one stuff for a while if i was going to do it ever again then i would target the people with the most money of course i would target those people similar to me i would almost be looking at myself probably a little bit older as the person who is a ceo business owner or owner of multiple businesses they're obviously very busy they've got a lot going on but they have a lot of money so they can pay for the best of everything they probably like to travel as well they're also probably at a point where yeah they want to look good they want to lose a bit of fat build muscle but they also want to be operating at the very best like mentally physically lots of energy and also thinking about longevity a little bit more how do they continue to look and feel good in their 40s and 50s which is now something which is what i'm thinking about so they're the people i would target like i would not try to be looking to do one-to-one coaching for just like i think you're stupid for not doing it yeah she needs to do it and it's like people don't buy into the mic that teaches them fitness right it's like that's people are with you they're in your energy you can talk about business look what for business you've built audience you have built right it's like the whole they they technically buy to get access to your experience over the last decade of building crying fear all these all these beliefs and all these all that experience that you've built that is what they buy into yeah it's like that's why the phrase so important is like if you're around the right people like everything will work out it's like you're just it's so valuable to be around the right people so i think that that is something that is very crucial and i feel like that there are a lot of people probably watching this that don't believe they're valuable but they just have they just don't understand what part of them is valuable that they can share with other people to add value to other people can make content about can build their own identity and yes obviously because you have a brand very big brand um you become more expensive because more people want to get access to you yeah but that's what people buy into it's like imagine they can look in your mind and they can read your mind for like a day how valuable that is yeah it's funny because i actually get asked for the coaching not even for the fitness stuff but for the for like how do you go from what you were doing like 10 years ago to what you're doing now like what is the process what do i need to do to get there like exactly how do i navigate through the world of dating because i've got a lot of experience with women and dating how do you manage to meet so many interesting people and improve your chances of networking like there's all there's all these things now which i can actually add value to people's lives and in a way it almost was a little bit overwhelming as to like well what the fuck do i even if i'm going to do the coaching like what am I going to specialize in so why are you not doing it I think more so just because from my experience I didn't have the right systems in place when I was doing it it was very much me doing everything uh this was I probably took on a peak there was like 30 people I was working with it was good money this was when I was like 26 27 28 but it was very demanding like like speaking to the people because they like I wanted to give them all my energy and they obviously wanted to receive a lot of it and when I was doing multiple calls you know multiple times per week it was it ended up adding up quite a lot and I was like this is quite exhausting so if I was to go back to do it it would just be I cap it I don't know if there's a sweet spot I'm sure you would figure that out I mean you probably have your sweet spot where you're like this is like i can handle this amount of people speaking to them this frequently but anything more than that it either becomes draining or too distracting from the other thing which is working well for me and like my opinion it doesn't have to be scalable just charge more yeah it's like if you would charge 500 grand per year 40 000 a month and you would need to have one in-person session with someone and one call for 30 minutes yeah would you like doesn't need to be scalable it's like do you believe that you're worth that yeah and that that could be one of the reasons of fear of maybe why you're not taking action on it yeah well there's even the people i speak to asking for advice to tell me that the price they would charge i'm like just literally triple it and they're like i can't do that and i'm like yes you can yeah just you gotta you gotta own it why not well yeah it's uh it's it goes deep actually the whole limiting belief as to why people don't feel that they they're valued at what it's like like what what i see from my perspective it's like it's the the beautiful thing about one-on-one is you don't have to give them a system for them to be satisfied you know you just need to be you and allow them to be in the presence of you and that's enough because that shows your expertise that shows your knowledge that shows your like imagine somebody can just be around you for a whole day right somebody that pays you 40 grand a month can be that will be worth it when the right person takes the right action and the whole thing about this all of this is only the right person can afford 500 grand a year yeah and there are people out there yeah trust me like there are so many people out there what do you think about those people you probably get this maybe you do maybe you don't but i feel like those that want to offer coaching have a harder time doing so when they're younger if we take for example somebody who is it sounds funny because you are literally like that person but you've it doesn't apply to you but a lot of people who are they're like oh i want to offer personal training i want to do the online coaching but i'm kind of 23 years old and you know nobody wants to work like at least like older people have a older men might have a barrier to wanting to work with someone who's 10 years younger than them and it's all that's obviously like it's same for me i feel like it's like obviously your head because your age is so important irrelevant in anything in life in anything it's just like it has to do with your confidence i think i think confidence is like a very big thing and confidence comes from small reflections of small wins right but the only way to build that confidence is by doing shit to prove yourself constantly that you can do it yeah it's like when you go to the gym, you don't see anything first day, but then you watch in the mirror after 30 days, you're like, damn.

51:44Build a little bit of muscle and you go back, right? Because you got that win and you get excited about it. And then you see what I mean? And I think that is something that is so important. Age is so, so irrelevant. It's not.

51:56Nik Setting:Well, I think as well, it's probably, if you are having those thoughts, it's because you're probably not good enough at what you're doing that you think, hmm, maybe maybe people like like for example like the content you put out like it's quite clear that you're good at what you do and even the quality of the content that goes out in terms of the production like everything is very the attention to detail is very high so i wouldn't have a barrier to wanting to work with you because my honest guy actually like knows his stuff whereas somebody who has literally just started and is trying to get clients it can be quite difficult because they just not built up that experience yet i agree i i do think some people that technically don't post or things like that they they have the experience they're just either not comfortable sharing it or they don't or they think when they share it's not good enough you just you just said okay you would trust me but if you check my first video or you go to my first youtube videos it's like how most people would start yeah so i was just consistent for three years and i just did my thing and along the way i learn more and improve more and again like that's the expertise expertise you're charging for to make sure that i can give people that learning curve in three months instead of three years yeah it's all about time yeah can you give me a a case study of one of someone you've worked with that's had like just a great deal of success after working with you one of my clients ammer he is uh um he helps entrepreneurs with neuroscience which is very specific so like working their brain like hypnosis these types of things and so that they can be smarter or yeah like it's it's technically this is a great example it's technically uh you can see him be in the fitness market but i positioned him so uniquely that he has his own angles and everything that you cannot compare him with anyone so he likes neurosciences he's a nerd you know he likes to go in depth into these things and we applied that to his offer and he's making 1.8 million a year which is ridiculous and we're moving we're this is the thing it's like we're moving in an economy where trust is more important than ever we're moving away from the things that people can copy easily meaning brands are unique we helped him build that brand and he is excelling in the skill it's like it's so great to see because if i look at his brand i'll show you after it's like you just you cannot relate him with anyone yeah it's the perfect example of a fitness coach that has his complete unique own way and style verbally visually what he shows what he tells you what he and people buy into that yeah because it's not one of the other replicates that people do and it's funny because every now and then i see a fitness a fitness individual just come out of nowhere because there's something about them which is just so unique even now it's not good enough to have an amazing body there's too many people with amazing bodies and physiques to stand out now that's the first credibility you need to have yeah you see it's like i would never trust someone if yeah it's like if you're yeah you see my point there is i mean some people have had success but not had great physiques but it's gonna make your life a hell of a lot easier if you have a good physique at least which is why when some people are asking for advice or that they're almost trying to copy like what i've done and i see their physique and i'm like I personally probably would do something a little bit different.

55:39Nik Setting:Yes. Because if you take your top off and you try and tell people how to train, people are probably going to laugh at you because you just don't really have any muscle. So maybe change what it is that you're going to be doing. You can still do something in fitness, but if your thing is going to be teaching guys how to get jacked and you're not jacked, especially if you're young as well, maybe if you're older you've you gain a load of credibility working with athletes and you've got the results but someone young getting into the game like that's gonna be hard it's like it reflects on any niche like if people look at my niche my they need to think my personal brand is strong otherwise they would not want to get access to me yeah they need to believe that you are anybody is jacked otherwise why would you pay somebody to get jacked it's the first reflection of trust yeah it's the most important thing yeah um can you break down for me your the the profile funnel yes i can do that yeah because i've seen you you mentioned it quite a bit and it seems to be very effective we are first of all like we're in a creator economy and it's growing so fast it's like right now in the first place it we're going from parents paying for university like 150 grand a year to having the ability to adapt to an e-learning market where people share their experience, their knowledge and their expertise, anything, right?

57:07Which is very familiar for us, but not familiar for the whole world. We're moving to an economy where people want to get information, more up-to-date information. They want to get it faster. And if that's not enough, they want to get more access than that, right? They want to get coaching or mentoring. And that can be provided in so many different ways, meaning... So, people build and people trust personal brands and they buy from personal brands. So, you must have a brand. Now, what the profile funnel does, it's a different way of selling. So, where most people take the direction of direct selling, like could be a VSL, could be direct ads, could be any of that.

57:51With the profile funnel, it's profile first. So, when you optimize your profile well enough, it doesn't matter. you can just click on a button of boost ads and people get to your profile. They like it and they will pay you money because the profile does the conversion and all the work. It makes it so much easier. So everybody now, especially in the e-learning space, tries to build businesses and they need to see direct returns. But the profile funnel is a funnel that puts the profile first, that optimizes the profile, builds a brand, builds an identity, and then sells through that because that's the core of every problem.

58:25yeah so if that's solved it's like it doesn't matter it like filters out people automatically it'll get you customers it'll get you anything we're going from direct conversion to more trust-based selling through conversations through dms like half of the deals we sign through the dms yeah people pay me in the dms it's like there's no sales call so tell me what

58:48Nik Setting:what does an optimized profile look like and you mentioned how you're a bit confused when you went onto mine so i imagine mine is not fully optimized i would say depends but it depends on what your end goal is yeah right that's the most important thing depends what your end goal is but i think it's very important that a profile picture needs to be clear a headline bio needs to be clear what your desires but most importantly your content and everything that you're sharing needs to be aligned with the person that you want that you want to attract yeah it's the most important thing and I think we talked about this already.