That was an email from my biggest client to my boss. I was a Sales Engineer for a commercial HVAC manufacturer’s rep. For the next 3 years that email hung on my wall. Eventually, I let them go as a client. And something amazing happened. I made more money than ever before. To this day, I’ve used my ability to “let go” of things to grow in my life and business.

I wrote and self-published a Kindle book teaching engineers how to pass the Fundamentals of Engineering certification exam. And while it was successful, I quickly realized selling ebooks wasn’t going to make enough money to feed my family. I started selling a course on career development for engineers. That didn’t go well either.

I finally decided to figure out what was going to work for ME. As I lay in bed late one night – losing sleep over where my next customer would come from – an idea hit me like a ton of bricks. I ran downstairs and flipped open my laptop so I could feverishly write what was in my head before I forgot. I woke up to a flood of leads. And by the end of the day, I had closed a $25,000 deal. The “Power Offer” was born.

Webinar funnels were the hottest marketing tactic around. And I was the Webinar Guy. But I just couldn’t get paid traffic to work. I even paid $30,000 for coaching that ended up being useless. Sure, I was making sales and my agency was profitable. But my leads cost $300-$400 a piece. This was unsustainable. In keeping with my newfound philosophy to go against trends, I suplexed the webinar concept on its head. After that, I was getting leads for $30-$40.

Everything I had discovered about marketing over the past few years, I put down on paper. No more ascension model. No more free lead magnets. No more selling books, courses, group coaching, and masterminds. No more complexity. Just focus. One offer. One funnel. One marketing strategy. That’s it. It worked like gangbusters. Today, the Perfect Expert Model is responsible for over $50,000,000 in sales.