So Shayla runs a permanent makeup studio in California, and when COVID hit, the state shut her down. March, April, May, into June. Four months of zero revenue from the studio, and all her girls out of work.
She also had a coaching business on the side doing around 20 to 25 grand a month. Which is fine. But she said it herself, she didn’t want to just survive, she wanted to thrive. So she joined us with one goal, hit $100K a month.
Three months later her best month was $140K. No ads. I mean, that’s crazy.
Her studio got shut down and she stopped asking why
Molly from my team sat down with her for this one, and the part I liked most was how she talked about the shutdown. Most people in her spot would sit around and complain, and honestly nobody would blame them, the state literally closed the doors. She said she stopped asking why and started asking how. Ask a better question, you get a better answer.
That’s the whole thing to me. The studio was out of her control. The coaching business wasn’t. So she put her energy into the one she could move.
I see this a lot, people get hit with something they can’t control and they just freeze. They wait for it to get better. Don’t sit around and just pray that things will get better. She didn’t. She went to work on the online side.
The formula was right under her nose
This part is funny to me. She said when she looked back at the stuff that had worked in her business before, it was always this same formula. Every time. She just never paid close attention to it, so she’d stumble into it, get a good month, and then drift off into other stuff.
That’s basically what most coaches do, right? They have a good month and they can’t tell you why. So the next month they try something new, and the month after that something else, and they never build on the thing that worked.
What I’d do is figure out what made the money and do more of that. Boring, but it works. Once she saw the process laid out step by step, she was like, why didn’t I pay attention to this the whole time?
Six figure months with zero ad spend
Molly brought this up at the end and it’s the part people skip over. Shayla hit $100K months without running ads. Ads weren’t even turned on yet.
Everything came from following the organic side of the program first, and following it to a tea, as she put it. She actually said she didn’t even get to half the stuff we teach because she was so focused on getting the organic piece right before moving on.
I love that. Most people do the opposite. They grab ten tactics at once, do all of them half a**ed, then say none of it works. She did one thing fully before she touched the next.
Quick math. Going from about 25 grand to 140 grand is more than five times the revenue, in about 90 days, and none of it went to an ad bill. And when she does turn ads on, she’s adding fuel to something that already works instead of paying to find out if it works.
Treat your business like a baby
When Molly asked what she’d tell someone on the fence, she brought up the movie Brave. At the end the mom turns into a bear and protects her kid at all costs. Her point was you have to look at your business with that same protective nature a mother has. Her three year old literally walked into the room during the interview, so I think she knows what she’s talking about lol.
She said people’s lives depend on the success of your business. So you’ll pay the 20 grand for a mastermind, you’ll give the time, you’ll give up sleep, because it matters that much.
And then she said something pretty blunt. If you’re on the fence, you’re not going to be successful. You have to be all in.
I agree with her. I’ve spent $3M on coaching over the years. Some of it moved the needle and a lot of it didn’t, but I never got anywhere sitting on the fence either.
Nine new people in three months
The last thing Molly asked about was the team. Shayla added nine people in three months.
She called it a privilege as much as a responsibility, nine more mouths to feed. That’s the right way to look at it. A lot of coaches stay stuck at 20, 30 grand a month because they’re doing everything themselves and they’re scared to hire. You can’t get to 140 by yourself. The business doesn’t care what you want to do, it just cares what it needs.
She said without help it would’ve taken her another 10 years to figure this out. I believe that. That’s the trade off, you either pay to learn it faster or you pay with time.
It works like a diet plan
She compared it to a diet plan. If you don’t follow it you’re not losing weight, you’re not growing muscle. Same thing in business.
And that’s honestly how I see coaching too. The plan doesn’t do the work. She did the work. Molly told her that on the call, she just followed the process. When you follow the process, the numbers show up.
So just to recap. Studio shut down, four months of nothing, and instead of waiting she went all in on coaching. She took what had always worked, ran it with no ads, added nine people, and went from around 25 grand to a $140K month in three months.
If you’re not willing to go all in like that, that’s okay. Just don’t expect her numbers. That’s it.
Want to know what’s capping your business right now? Take my free 90 Day Ceiling Plan. Answer 18 questions and get a written plan, built on your own numbers, that names the one thing holding you back and what to fix first.
