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How do you turn a webinar that made zero sales into one that made a million? Jon Penberthy reveals the system behind his £25 million in online sales, the headline formula that's made millions, and the two-call sales method that closes clients without the pressure!

Jon Penberthy is a marketing and webinar expert who has generated over £25 million in online sales, winner of multiple Two Comma Club and Two Comma Club X awards, and founder of AdCon, one of the UK's leading marketing events. Recorded live in the room with Adam Stott's clients.

He explains:

• Why 'wow, not how' content turns webinar viewers into buyers
• The five Cs to track before you decide an ad isn't working
• Why closing clients over two calls instead of one gets you far more yeses

Chapters

• 00:00:00 Intro
• 00:01:09 Jon Penberthy's Journey Into Business
• 00:03:16 How eBay Led To Affiliate Marketing
• 00:04:34 Why You Should Let Traffic Come To You
• 00:05:13 Launching His First Online Course
• 00:06:23 When YouTube Took Down His Channel Overnight
• 00:09:02 Launching A $500 Course With A Webinar
• 00:12:30 Why His First Webinar Made Zero Sales
• 00:16:11 Learning From What Competitors Actually Do
• 00:17:25 Why Over-Teaching Kills Your Sales
• 00:18:42 The 'Wow, Not How' Content Framework
• 00:21:04 The Switch That Turned Zero Sales Into A Million
• 00:25:00 Investing In Russell Brunson's Mastermind At 21
• 00:28:56 Why You Can Never Be Satisfied With Your Marketing Numbers
• 00:31:43 Why You're Split Testing The Wrong Things
• 00:32:30 The Headline Framework That Made Millions
• 00:35:36 Ads
• 00:36:31 What Your Registration Page Should Say
• 00:38:27 Why You Must Follow The Framework
• 00:40:27 Why You Should Befriend Your Competitors
• 00:42:41 Behind The Scenes Of AdCon
• 00:45:16 Why Marketing Knowledge Goes Out Of Date
• 00:47:17 The Push And Pull Sales Framework
• 00:49:51 Why You Should Close Clients Over Two Calls
• 00:54:24 The Exact Script For The Push Pitch
• 00:57:40 How Much To Spend Testing YouTube Ads
• 00:58:21 The 5 Cs Of Webinar Data
• 01:00:37 The Danger Of Jumping Between Strategies
• 01:02:30 You're One Offer Away From £1 Million
• 01:04:16 Simple Vs Difficult Video Ads
• 01:07:13 Why Big-Budget Ads Still Matter
• 01:10:47 Where Jon Gets His Creative Ideas
• 01:11:26 What YouTube Creators Can Teach You About Hooks
• 01:13:01 How Steven Bartlett's Team Tests 30 Thumbnails
• 01:15:54 How Much Should You Give Away For Free?
• 01:19:13 People Buy Results, Not Stuff
• 01:20:28 When Should You Run Your First Webinar?
• 01:21:07 The Conversion Timeline
• 01:22:58 How An Automated Webinar Filters Your Leads
• 01:24:16 Ads

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Why do you know exactly what to do, but still can't make yourself do it? Jessica Cunningham reveals why procrastination, self-sabotage and overwhelm aren't a mindset problem, how your subconscious is keeping you "safe" from success, and the simple techniques to rewire your beliefs, live on stage!

Jessica Cunningham is an entrepreneur, former contestant on The Apprentice, and founder of Belief Coding, a method with over 2,500 trained facilitators. She went from being a single mum on benefits to building a multi-million pound company.

She explains:

• Why mindset work alone keeps sending you back to square one
• Why fear hits hardest when you're closest to your next level
• Why your subconscious sabotages any goal that doesn't feel safe

Chapters

• 00:00:00 Intro
• 00:01:56 Who Is Jessica Cunningham?
• 00:02:58 How The Apprentice Led To Belief Coding
• 00:04:42 The Dark Night Of The Soul
• 00:05:56 From Single Mum On Benefits To Multi-Million Pound Company
• 00:07:05 Why Belief Coding Isn't Mindset Work
• 00:08:38 How Your Subconscious Keeps You Safe
• 00:09:47 Why Your Identity Keeps You Predictable
• 00:10:59 Conscious Vs Unconscious Beliefs
• 00:11:58 The Science Of Feeling Safe
• 00:13:21 Why Fear Means You're Close To A Breakthrough
• 00:15:02 Why We Treat Average Decisions Like Life Or Death
• 00:16:50 How Every Experience Builds Your Beliefs
• 00:17:41 "I Think, I Feel, I Am": Spotting Identity Beliefs
• 00:18:33 The Biggest Blocks Entrepreneurs Face
• 00:18:51 Jessica's £1 Million A Month Goal
• 00:20:19 Your Money Thermostat And Survival Mode
• 00:21:38 How To Belief Code Procrastination
• 00:23:39 Self-Sabotage And Overwhelm Explained
• 00:24:29 Ads
• 00:26:15 Why You Know What To Do But Don't Do It
• 00:29:06 Get Clear On Your Goal And Its Benefit
• 00:30:43 Three Actions You Could Take Today
• 00:33:04 The Hidden Benefit Of Not Reaching Your Goal
• 00:35:04 Fear Of Judgement And The Tribe Mentality
• 00:36:39 Creating Positive Associations With Your Goal
• 00:37:43 Uncovering Your Contradictory Thoughts
• 00:40:14 The Tapping Technique To Change A Belief
• 00:43:12 One Minute Breathwork To Let Go
• 00:44:35 Why Every Limiting Thought Is Protecting You
• 00:45:16 Letting Go Of The Old Version Of You
• 00:45:55 Outro

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Why would anyone pay more for your product? Tommy Fordham reveals how he turned his life story into a £30 million footwear brand, why he walked away from it all, and how he lost 98% of his net worth launching his next venture!

Tommy Fordham, formerly known as Tommy Mallet, is a British entrepreneur and TV personality best known for The Only Way Is Essex. He founded footwear brand Mallet, scaling it to £25 million in revenue and £9 million in profit in its best year, and is now the founder of CTRN, the first footwear brand to set a freestanding crystal into the sole.

He explains:

• Why storytelling, not budget, is what makes a product feel premium
• Why he walked away from a multi-million-pound brand once money stopped being the motivator
• How relentless rejection and resilience took him from selling nothing to top seller in every store

Chapters

• 00:00:00 Intro
• 00:01:32 Why He Refused To Be Just Another Reality Star
• 00:03:20 Growing Up Without Entrepreneurial Role Models
• 00:04:21 Failing At Everything Before 20
• 00:05:47 Why He Finally Said Yes To TOWIE
• 00:06:58 Hustling Tickets And Sweets As A Kid
• 00:07:55 Where His Resilience Comes From
• 00:09:09 Why Nobody Shows Their Failures
• 00:09:49 Losing £30 Million By Age 32
• 00:11:24 The First Trainer Order That Went Wrong
• 00:12:29 Landing The Deal That Changed Everything
• 00:13:52 Building A £30M Footwear Brand
• 00:15:54 Why Money Stopped Being The Motivator
• 00:16:08 Turning His Childhood Into Product Stories
• 00:17:03 The Reebok Collab That Ended The Story
• 00:18:10 Why He Walked Away From Mallet
• 00:19:15 The Faith That Drives Every Decision
• 00:20:12 "I'm Only A Lunatic Until It Works"
• 00:21:07 Millions In Debt And Court Cases
• 00:22:10 What Boxing Taught Him About Discipline
• 00:22:40 Living With ADHD As A Founder
• 00:24:21 Why ADHD Is His Competitive Edge
• 00:26:05 Why He Never Plans His Content
• 00:27:40 The Story Behind The Crystal
• 00:29:03 The Loss That Money Couldn't Fix
• 00:32:03 The Reading That Changed Everything
• 00:34:25 The Strangest Experience Of His Life
• 00:40:16 How CTRN Was Born
• 00:41:53 Bringing Spirituality Into Fashion
• 00:43:29 Launching Through A Court Injunction
• 00:44:38 Losing 98% Of His Net Worth
• 00:45:54 The Road To A £1 Billion Brand
• 00:46:59 Outro

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What actually determines whether a business scales or stalls? Emma Sinclair MBE on becoming the youngest person ever to float a company on the London Stock Exchange, why 98.2% of venture capital never reaches women, and how to raise money when the institutions won't back you!

Emma Sinclair MBE is a serial entrepreneur and technology founder who took a company public at 29, making her the youngest person ever to do so on the London Stock Exchange. She is the co-founder of a global B2B software company serving some of the world's largest employers, has raised around £25m to date, and has just launched Be My Angel, a campaign to turn ordinary savers into angel investors.

She explains:

• Why the structure you raise money through shapes everything your business can become
• Why only 1.8% of venture capital goes to women, and why the fix has to come from the bottom up
• Why crowdfunding isn't just for consumer brands, and how any small business can use it

Chapters

• 00:00:00 Intro
• 00:01:13 Taking A Company Public At 29
• 00:02:18 The Game That Taught Her Money
• 00:03:40 Trading Student Loans At University
• 00:06:00 Why Learning Business Is Easier Than Ever
• 00:07:27 Working From 16 And Where The Work Ethic Came From
• 00:08:16 Why Her Family Believed In Owning Something
• 00:10:17 What A Cash Shell Actually Is
• 00:11:39 When 20% Of The Funding Disappeared Overnight
• 00:12:19 The Jobs That Built Her Resilience
• 00:13:29 Writing 12 Letters To 12 Banks
• 00:15:41 Why Rejection Makes Better Business Owners
• 00:17:12 Does Work Ethic Decide Success?
• 00:18:09 The Cost Of Working All The Time
• 00:19:32 The Reality Of Female Entrepreneurship
• 00:20:47 Why Only 1.8% Of Funding Reaches Women
• 00:22:37 Launching Be My Angel
• 00:24:45 Why She's Crowdfunding Part Of Her Raise
• 00:25:48 Crowdfunding Explained Simply
• 00:26:41 Why Women Invest Differently To Men
• 00:28:53 How Small Businesses Can Use The Crowd
• 00:31:21 Why Every Founder Needs A Tribe
• 00:33:27 The Highs And Lows Nobody Sees
• 00:34:43 Outro

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What happens to businesses that wait too long to adopt AI? Piers Linney explains why the gap between businesses using AI and those ignoring it is growing fast, how to automate the work eating up your time, and why being late to this shift could make it almost impossible to catch up.

Piers Linney is a former Dragon on Dragons' Den, serial entrepreneur, investor and co-founder of Implement AI. He has built, invested in and sold businesses across technology, telecoms and cloud infrastructure, and previously served on the board of the British Business Bank.

He explains:

• Why you should stop thinking about AI and start thinking about automation
• How businesses can replace hours of admin, prospecting and customer service with AI
• Why small businesses now have the tools to compete with much larger companies
• Why businesses that delay adopting AI risk falling further and further behind
• How AI can transform customer engagement, sales and personalised marketing

Chapters

• 00:00:00 Intro

• 00:01:11 Piers Linney's Journey Into Business

• 00:03:03 The First Business He Started At 13

• 00:06:05 Why Every Entrepreneur Needs To Learn Sales

• 00:08:06 From Lawyer And Banker To Entrepreneur

• 00:11:13 The Reality Of Building Your First Business

• 00:13:01 Learning Through Failure

• 00:14:24 Why You Should Play To Your Strengths

• 00:16:37 Building And Losing Millions In Tech

• 00:18:37 How Piers Ended Up On Dragons' Den

• 00:23:18 Why Successful People Should Give Back

• 00:26:12 Ads

• 00:27:19 What Dragons' Den Is Really Like

• 00:29:00 Piers' Best Dragons' Den Investment

• 00:30:23 How To Use Your Personal Brand Properly

• 00:31:18 Inside The British Business Bank During Covid

• 00:33:40 Why Piers Is Going All In On AI

• 00:34:02 The Jobs AI Is Already Changing

• 00:36:34 How Implement AI Helps Businesses Automate

• 00:36:53 Stop Thinking AI. Think Automation.

• 00:38:01 The ROI Of Replacing Manual Work With AI

• 00:38:44 The AI Tools Every Business Owner Should Start Using

• 00:40:55 Why Fear Of AI Could Be Fatal For Businesses

• 00:42:04 Why Businesses That Wait May Never Catch Up

• 00:43:05 Understanding Exponential Change

• 00:43:42 How To Stay On Top Of AI

• 00:44:31 Creating AI Avatars In Different Languages

• 00:45:50 Why AI Gives Small Businesses A Huge Opportunity

• 00:46:12 Why Big Companies Are Investing Millions Into AI

• 00:47:02 The Future Of Hyper-Personalised Marketing

• 00:47:50 Outro

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What would you do if I gave you £1 million to invest in your business? Sarah Willingham explains why your answer to that one question tells her whether your business can scale, why making yourself redundant is the real goal, and how she built a £40m business the hard way before learning the smart way!

Sarah Willingham is a serial entrepreneur and investor who has built, bought and scaled consumer businesses for over two decades. She grew Bombay Bicycle Club into the UK's largest chain of Indian restaurants, having earlier opened sites internationally for Planet Hollywood and run international development at Pizza Express. She was an investor on BBC's Dragons' Den across two series, and co-founded the bar group Nightcap - home to brands including The London Cocktail Club and Dirty Martini — with her husband and business partner Michael Toxvaerd. She's also a personal business mentor to Adam.

She explains:

• Why the answer to "what would you do with £1 million?" exposes whether your model is actually replicable
• Why making yourself redundant, not working harder, is the real definition of success
• Why you probably don't need investment - you need to go and sell something

Chapters

• 00:00:00 Intro
• 00:01:33 Sarah's Unlikely Route Into Business
• 00:04:02 The Paris Pub Job That Changed Everything
• 00:06:20 Learning The Business Of Hospitality
• 00:07:15 The Year That Taught Her Everything
• 00:09:22 "Sarah The Small From Stoke"
• 00:10:10 Building The UK's Largest Indian Restaurant Chain
• 00:11:12 The Hardest Part Of Business And Family
• 00:12:26 Why Doing Both At Once Makes You Mediocre
• 00:14:10 Diarising Your Downtime
• 00:16:40 Life Path Over Career Path
• 00:18:13 Why Holidays Are Business Critical
• 00:20:00 Adam's First Debrief With Sarah
• 00:21:12 Breaking The Addiction To Your Business
• 00:22:09 The Pie Chart Exercise
• 00:24:48 Everything Has A Relative Value
• 00:26:03 Adam's Biggest Constraint Was Himself
• 00:27:31 How To Replicate Yourself
• 00:28:36 Why Great Teams Aren't An Accident
• 00:30:06 Why Grit Isn't The Answer, Models Are
• 00:30:55 Making Yourself Redundant Is The Goal
• 00:32:10 Building £40M A Year The Hard Way
• 00:33:02 Ads
• 00:33:23 Do You Have A Supportive Partner?
• 00:34:29 Working With Michael: Staying In Your Lanes
• 00:36:43 The Decisions He Talked Her Out Of
• 00:37:27 Dragons' Den Vs A Year Travelling
• 00:39:08 Why You Have To Do Two Series
• 00:40:10 Walking Away To Keep A Promise
• 00:41:38 The Fork In The Road: Fame Or Family
• 00:43:51 Why Nothing Changes Without Action
• 00:44:34 How To Assess Your Downside
• 00:45:18 Why Fear Is Something To Relish
• 00:46:56 Decision Paralysis And The Investment Trap
• 00:48:30 You Can't Scale On Your Own
• 00:49:32 The Problem With Hustle Culture
• 00:50:12 Learning What You Don't Know
• 00:51:08 The £1 Million Question
• 00:52:24 Defining Your Business Model
• 00:53:53 Draw Your Model On Paper
• 00:54:18 Outro

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Why do you know exactly what you should be doing, and still not do it? Dr Julie Smith breaks down the psychology of procrastination, fear and self-sabotage, and reveals how she went from an NHS psychologist to building a mental health platform with millions of followers and a Sunday Times #1 bestseller.

Dr Julie Smith is a Chartered Clinical Psychologist who spent a decade in the NHS before building one of the world's largest mental health education platforms, reaching an audience of over 10 million people across TikTok, Instagram and YouTube. She is the Sunday Times #1 bestselling author of Why Has Nobody Told Me This Before?, which has sold nearly 2 million copies and was the UK's top-selling nonfiction book of 2022.

She explains:

• Why the fear you feel before doing something new is just your brain's stress response, and how to work with it instead of against it
• Why she's never once used a call to action, and how giving everything away for free built a following of millions
• The real psychological reason behind procrastination, and the simple weekly framework she uses to beat it

Chapters

• 00:00:00 Intro
• 00:02:06 Leaving The NHS To Build A Private Practice
• 00:05:07 The First Viral TikTok Video
• 00:06:34 Fear Of What Colleagues Would Think
• 00:09:29 Overcoming Fear Of Being On Camera
• 00:11:25 Understanding The Stress Response
• 00:12:38 Building A Healthy Relationship With Failure
• 00:14:22 How Lockdown Accelerated Her Content Growth
• 00:16:27 Getting A Book Deal
• 00:18:29 Becoming The UK's Top-Selling Nonfiction Author Of 2022
• 00:21:52 Handling Fame And Millions Of Followers
• 00:24:11 Her Content Creation Process With Husband Matt
• 00:29:04 When A Video Goes Viral For The Wrong Reasons
• 00:31:19 You Don't Have To Go Viral To Build A Business
• 00:32:42 The Unsustainable Early Years Of Content Creation
• 00:34:35 Raising Entrepreneurial Kids
• 00:39:19 Making An Unsexy Topic Engaging
• 00:40:05 The Power Of A Visual Hook
• 00:45:06 Why Content Creation Is Harder Than It Looks
• 00:47:09 Why She Never Uses A Call To Action
• 00:51:37 Using A Teleprompter Without Losing Personality
• 00:54:23 Overcoming Fear When Starting A Business
• 00:56:37 Why Word Of Mouth Still Works
• 00:57:31 A Step-By-Step Framework For Facing Fear
• 00:59:57 Handling Unsupportive Family And Friends
• 01:03:36 Beating Procrastination
• 01:07:03 Closing Thoughts

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Can you imagine buying a failing business for £1 and turning it into a £70 million retail brand? Well, that's exactly what Touker Suleyman did, not once but several times, and on this episode he shares the deals, the disasters and the hard-won lessons behind building a genuine retail empire!

Touker Suleyman is a British retail entrepreneur and investor on BBC's Dragon's Den, and the chairman of retail brands including Hawes & Curtis, Ghost and Finery. Starting out as a trainee accountant before moving into fashion manufacturing, he went on to employ thousands of people across factories in Turkey, Bulgaria and Georgia, and has spent over 50 years building, buying and turning around businesses.

He explains:

1. Why he lost everything to fraud in his twenties, and the due diligence lesson that saved his career
2. Why basket value is the single biggest thing that makes or breaks a retail business
3. Why you should never give a bank a personal guarantee

Chapters

• 00:00:00 Intro
• 00:01:25 Touker's Immigrant Background And Early Life
• 00:02:52 Starting In Fashion By Accident
• 00:03:19 First Job As An Article Clerk
• 00:04:22 Getting Involved In Public Companies
• 00:05:04 The Fraud That Cost Him Everything
• 00:06:22 The Power Of Due Diligence
• 00:07:14 Bouncing Back From Losing Everything
• 00:09:32 Moving Into Turkish Manufacturing
• 00:10:36 Employing Thousands Across Three Countries
• 00:11:07 The Ralph Lauren Opportunity
• 00:11:50 Buying Hawes & Curtis For £1
• 00:12:50 Scaling From One Store To A Retail Empire
• 00:14:23 Building Ghost, Finery And Other Brands
• 00:15:09 The Turkish Billionaire Who Changed His Career
• 00:19:47 Bringing Jobs And Dignity To Bulgaria And Georgia
• 00:22:57 The Ghost Perfume Standoff With Procter & Gamble
• 00:29:43 What To Look At Before Buying A Business
• 00:30:15 The Claire's Deal And Why It Failed
• 00:31:12 How To Increase Your Basket Value
• 00:32:20 The Retail Brands Touker Admires
• 00:34:40 Solving Low Basket Value In Real Businesses
• 00:36:30 The Traits Touker Looks For In Dragons' Den
• 00:38:18 How He Became A Dragon
• 00:40:36 The Best Part Of Being On Dragons' Den
• 00:42:16 The Framework For Turning A Business Around
• 00:44:46 Why Trust Beats Being A Hard Boss
• 00:45:11 Business Lessons You Can Only Learn From Experience
• 00:45:46 Always Challenge Your Invoices And Never Trust One Quote
• 00:47:00 Why You Should Never Give A Bank A Personal Guarantee
• 00:48:02 Using Supplier Terms Instead Of A Bank Loan
• 00:49:37 Ads

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