Marketing Journeys · The Tradewinds Method · Free Intro
You cannot hit a target you never set.
A goal you can't picture is a goal you'll never chase. So we turn the income number into a people number, then show you the one lever that moves it. By the end you have a target you can actually aim at, and you understand that a target is not the same as the machine that hits it.
The dollar number becomes a people number. 67,000 a year is abstract and a little frightening. About 20 conversations a month is concrete and calming. That swap is the session. · The lever: raise the average trip from 4,400 to 6,600 and 20 conversations drop to 13, for the same income.
Straight to camera. No metaphor yet. Blunt is better than soft.
Let's be real with each other for a minute. We are business people. We are in this to make money, period. And we make money one way, by trading our value, our talents, and our expertise for a fee or a commission. So before we touch a single number, let me say a few things you may not want to hear. If you don't value yourself, nobody else will. You teach people how to treat you. Hope is not a business plan. And frankly, you deserve to make money. So get out of your own way. Charge for yourself, because nobody else is going to do it for you.
Here is how I want you to hold money, because the hang-ups are what's killing you. Money is good for the good it can do. The purpose of money is to fund the perfect life. That is it. It is not dirty, it is not optional, it is the fuel. And I'll say this once in balloon terms and then leave it alone: money is fuel, and even a perfect heading sinks if you refuse to buy fuel. Whatever you are carrying about money, today is the day you deal with it.
So what is your Peace Number? It is not survival, the least you can scrape by on. It is not a fantasy number either. It is the amount that funds the life you actually want to live. And when you define it that way, something happens. The floor and the goal become the same line. The number stops feeling like a restraint and starts feeling like permission. This is what my life costs, and my business exists to fund it.
Robert's coaching tool. This carries navigation this session.
Think about your GPS. When you get in the car and set it, do you type in where you are, or where you're going? Your destination. Every time. You don't tell it where you are, it figures that out on its own. It just needs to know where you're headed. The Peace Number Calculator works exactly the same way. You give it the life you want to fund, and it works backward to where you actually stand and the route to close the gap. That is why it asks for your goal first, not your bills.
Pull up the calculator on screen. Use the default state. Do not rebuild the math on a slide.
Let's run it. I'm not going to make up numbers, I'm going to use the real defaults on the tool. An established full-time advisor, call it sixty-seven thousand a year. Average trip around forty-four hundred dollars. Commission around ten percent. Every one of these is an industry average with a source cited right on the page, and every one of them you can change to match your reality. Watch what happens.
Here is the magic. That sixty-seven thousand dollar goal becomes one hundred ninety-one trips a year. Those trips trace back to two hundred twenty-nine inquiries. And all of that comes down to about twenty real conversations a month. That's the whole point. Your Peace Number is not a pile of money. It is a handful of conversations. Twenty conversations a month I can wrap my head around. Eleven thousand dollars I cannot. The number just turned from a source of dread into a thing you can actually do.
This is the payoff. Move one input on screen and let them watch it.
Now watch the most important number on this page. Same sixty-seven thousand dollar goal. I'm going to change one thing, the average trip, from forty-four hundred to sixty-six hundred. And look. Twenty conversations a month just dropped to thirteen. Same income. Far fewer people to chase. What you charge moves this more than anything else on the page. That, right there, is why we spent all of 1.2 finding your niche. The lane you choose sets your price point, and your price point sets how hard you have to work for the exact same life. Charge more, chase less.
But let's be honest about what the number just exposed. It says you need twenty real conversations a month. So where are they coming from? If nobody can find you, this whole thing breaks. That is not a flaw in the number. That is a headwind, and it has a name. We call it the Secret Agent, the advisor nobody can find. We are naming it today. We solve it later. Just know the number is what makes it impossible to ignore anymore.
Robert's coaching mandate. Full strength.
And here is the part that is on you, not on the tool. The GPS gives you the route. It cannot drive the car. The number tells you how many conversations you need, but you have to go have them. So stop hiding behind your computer screen. Stop playing agent and start taking action, right action. Because you cannot spell attraction without action. Read that again. The whole thing falls apart if you sit there admiring your number and never go talk to anybody.
One straight word so you trust this. It's an estimate to get you oriented, not a guarantee. The defaults are public industry averages. Your real numbers are the ones that matter, so go change them. All this does is show you the shape of your steady cadence, so you stop guessing and start aiming.
Quick sidebar, and this one closes a loop. The headwind today is Feast or Famine, the same one we named back in 1.1. Slammed one month, silent the next, and the dread in between. It happens because you only market when you're not busy, so the pipeline dies the second work shows up. And underneath it, there was never a number to aim at, so the panic never had an off switch. Here is the fix, and it is this whole session: a steady cadence you feed even when you're busy, so the next booking is always already coming. That's the rollercoaster, flattened. The full breakdown lives in the Headwinds Library.
Land on the gap aching, then point to where the machine gets built with them.
So here's where we land. The headwind today was Feast or Famine. Your one action: go run your number on the Peace Number Calculator, and have it emailed to you so you've got it in writing. You cannot hit a target you never set, and now you've set one. But here's the honest part, because honesty is our whole deal. A number is a target. It is not the machine that hits it. The routes that bring you twenty conversations a month, the capture that turns strangers into names you own, the follow-up that keeps them coming back, that is the machine, and you do not have it yet. Building it alone, route by route, is a year of work, and you will get pieces of it wrong. Knowing your number and building the thing that hits it are two different jobs. We don't hand you a course. We build your business with you. That is what the class is. Next session, we put the whole system on one page so you always know where you are and where you're headed. Next, the Map. I'll see you there.
You start it here. In the class, we build the machine that hits it together, and put eyes on yours.
"You know who you serve, from 1.2. And now you know how much you need, and what it means in real conversations. Next, we put the whole system on one page so you always know where you are and where you're headed. Next, the Map."
Optional here in the free intro, but the people who actually change are the ones who post. Drop your first brick in the community for feedback, and bring any question to this week's Professor Hours.