01:00:00:00 – 01:00:02:22 Maggie Berghoff I wanted to scream from the rooftops how you can heal your body. 01:00:02:22 – 01:00:07:08 Maggie Berghoff I just knew that waking up and going to work every day for someone else 01:00:07:10 – 01:00:09:17 Maggie Berghoff was not aligned with the life that I wanted to build 01:00:09:17 – 01:00:14:08 Maggie Berghoff I genuinely wanted to work from home all my own schedule and help people with their health and wellness, 01:00:14:12 – 01:00:18:16 Maggie Berghoff I knew business so well. I am so good at business and I love building companies, 01:00:18:16 – 01:00:23:18 Maggie Berghoff when you’re focused on growing two companies every single day, of course you have split attention and split results. 01:00:23:18 – 01:00:26:17 Maggie Berghoff that. I’ve always allowed my business to align my life. 01:00:26:17 – 01:00:28:21 Maggie Berghoff I was in it for the lives transformed. 01:00:29:00 – 01:00:52:15 Rory Vaden Most entrepreneurs build a business and hope that one day it gives them the life they want. Today’s guest did the opposite. Maggie Berghoff started as a nurse practitioner struggling with her own health. After reversing those challenges through functional medicine, nutrition and mindset. She turned her personal journey into a coaching business that quickly grew into a thriving company. She became a USA today bestselling author with Eat to Treat. 01:00:52:16 – 01:00:56:00 Rory Vaden Built a multi seven figure business and eventually 01:00:56:03 – 01:01:07:18 Rory Vaden shifted from helping patients heal to helping health care professionals build businesses of their own. But what makes Maggie’s story remarkable isn’t just the revenue, it’s that she built the entire business around one goal 01:01:07:19 – 01:01:10:10 Rory Vaden freedom. Freedom to raise her three children. 01:01:10:10 – 01:01:12:08 Rory Vaden Freedom to work on her own schedule, 01:01:12:10 – 01:01:16:02 Rory Vaden Freedom to create a company that served her life instead of consuming it. 01:01:16:03 – 01:01:30:10 Rory Vaden But perhaps the biggest transformation wasn’t going from healthcare to entrepreneurship. It was that Maggie eventually became willing to bet on herself because the woman who once thought spending $5,000 on advertising was, 01:01:30:10 – 01:01:31:23 Maggie Berghoff like, oh my gosh, this is wild. 01:01:32:02 – 01:01:35:02 Rory Vaden Eventually reached a very different number. 01:01:35:02 – 01:01:40:02 Maggie Berghoff There were some months that we were spending like $180,000 on ads myself a month. Just me. 01:01:40:03 – 01:01:40:23 Rory Vaden Wow. 01:01:41:01 – 01:01:42:03 Maggie Berghoff For ten days, 01:01:42:05 – 01:01:47:04 Rory Vaden So how does a nurse practitioner go from being terrified to spend $5,000 01:01:47:04 – 01:01:51:12 Rory Vaden to confidently risking $180,000 in ten days? 01:01:51:17 – 01:01:55:11 Rory Vaden what did she learn that made that decision feel almost obvious? 01:01:55:11 – 01:02:01:01 Rory Vaden That’s where this conversation begins. 01:02:01:03 – 01:02:23:11 Rory Vaden Imagine having a multi seven figure membership business without working 80 hours a week, without having to hustle constantly on nights and weekends. What would that be like? And imagine if you were able to build it around something that was connected to your life story, something that was connected to your passion and that you got to serve the person you once were, and you got to help other people live the life of your dreams. 01:02:23:11 – 01:02:27:01 Rory Vaden That’s part of what we’re going to talk about today. I’ve got my good friend Maggie Berghoff 01:02:27:05 – 01:02:27:14 Rory Vaden here, 01:02:27:14 – 01:02:36:20 Rory Vaden She’s someone that I admire. And we’re going to ask her for all of her special secrets and secret sources for how she has made that happen. Maggie, welcome to the show. 01:02:36:21 – 01:02:38:23 Maggie Berghoff I am so happy to be here. Thanks for having me. 01:02:39:00 – 01:02:39:12 Rory Vaden Yeah. 01:02:39:14 – 01:02:52:17 Rory Vaden So you you were a nurse practitioner? Yes. How did you go from. I’m a nurse every day to suddenly I’m into, like, doing building your personal brand and like, being an online entrepreneur, if you will. 01:02:52:18 – 01:03:04:15 Maggie Berghoff Two things happened. Number one, I did, like you say, said struggled with some health problems that I reversed with functional medicine, mindset, nutrition and all the things. And I was so passionate about helping other people through that. 01:03:04:15 – 01:03:07:13 Maggie Berghoff I wanted to scream from the rooftops how you can heal your body. 01:03:07:13 – 01:03:09:15 Maggie Berghoff And that is exactly what I started to do. 01:03:09:15 – 01:03:14:05 Maggie Berghoff And at the same time, I became a new mom and I was pregnant with my first baby. And 01:03:14:05 – 01:03:22:13 Maggie Berghoff I just knew that waking up and going to work every day for someone else at the office on someone else’s agenda was not aligned with the life that I wanted to build 01:03:22:15 – 01:03:24:00 Maggie Berghoff as a mom. 01:03:24:03 – 01:03:45:10 Maggie Berghoff So for years I was helping people just with their health and wellness. And what I did was I took my story and my healing and all the good and all the bad, and compiled it into a framework that other people could go through to help them heal their body and really coached them one on one. What really helped me in my health journey was coaching and having someone there to support me, not just give me the framework but help me through it to implement. 01:03:45:10 – 01:03:54:21 Maggie Berghoff And so I, you know, one by one, helps people with that, which really turned into this business that I never initially intended to build. I didn’t have this huge goal. 01:03:54:21 – 01:03:59:12 Maggie Berghoff I genuinely wanted to work from home all my own schedule and help people with their health and wellness, 01:03:59:16 – 01:04:07:07 Maggie Berghoff and it turned into a bigger business solely from following my passion and hard and people getting great results and sending more people my way. 01:04:07:08 – 01:04:40:16 Rory Vaden Well, I think, you know, one of our flagship mantras, or perhaps our most flagship mantra, Brand Builders group, is that you’re most powerfully positioned to serve the person you once were. You’re such a great example of that story. Can you share with us? Like what? How how much was the package that you were selling back then? Just because I think, you know, especially if there is a mom listening right now who is kind of in that space, it’s going okay, you have the steady job with security, and then you’re like, okay, I’m stepping into entrepreneurship. 01:04:40:18 – 01:04:48:00 Rory Vaden Were you selling like a $10,000 package? Was it a $5,000 package? Like what was the first step? 01:04:48:01 – 01:04:49:03 Maggie Berghoff High ticket from the start. 01:04:49:04 – 01:04:49:11 Rory Vaden It was. 01:04:49:12 – 01:05:05:19 Maggie Berghoff So I very much knew that the service I wanted to provide was high ticket in nature, because it was one on one. I wanted to partner with people and be there for them, have them message me, not have to wait, you know, for a doctor’s visit months down the road, or call in for an answer and get an answer two weeks later to their problems. 01:05:05:19 – 01:05:13:07 Maggie Berghoff Whatever it was, I knew that that required high ticket. So initially my first packages were like $6,000. 01:05:13:09 – 01:05:15:03 Rory Vaden But it was always high ticket, high touch. 01:05:15:04 – 01:05:15:09 Maggie Berghoff High. 01:05:15:10 – 01:05:16:06 Rory Vaden Ticket right out of the. 01:05:16:06 – 01:05:18:19 Maggie Berghoff Gate, six month programs with clients. 01:05:18:19 – 01:05:24:19 Rory Vaden And you didn’t have a bunch of strategists or coaches or whatever. In the beginning, it was just you. They’re buying time with you. 01:05:24:20 – 01:05:41:13 Maggie Berghoff Yes. Which is invaluable, right? When you have one person who has also, like you said, walked the path that you are trying to walk and can help you speed up and accelerate your journey to healing, to building a business, to whatever it is. And so that’s all the what? It was so basic at the beginning. 01:05:41:15 – 01:06:07:09 Rory Vaden But that’s so good. Like, I, I, I still believe to this day, like, everyone thinks you got to have millions of followers and you have to have like this huge credibility or stardom. And I go, if you’re serving the person you once were, it’s actually much faster to make more money by selling to fewer clients, a higher touch, you know, program, because what people will pay for is access to you, right? 01:06:07:10 – 01:06:20:06 Rory Vaden Like, they’re not going to get access to Tony Robbins or they’re not going to get access to, you know, Andrew Huberman or whatever. Like you’re not going to get access to those people. But when you’re first starting out, people will pay a lot to get personalized access. That’s what you gave them. 01:06:20:06 – 01:06:41:01 Maggie Berghoff And they want it. And I remember when I was first starting out, I actually compared myself at the beginning. I got over this real quick. So people a lot further along than me. And I would kind of ask myself, why would they hire me if they could hire this other person or work in this other person’s practice? And I’ll never forget specifically, the girl told me on the phone on a sales call with me that she had already worked in, and this happened a variety of times, too. 01:06:41:02 – 01:07:05:07 Maggie Berghoff They already were working with people who were way bigger names than me, but they didn’t want that service because they never talked to that person, or they were just handed off some coach who had 100 other people to take care of. So they were hiring me, and they would hire you because of that smaller component. And knowing that it’s actually you that they’re bonding with, they build trust with and that who’s actually going to be walking through them on this journey of health or business? 01:07:05:08 – 01:07:33:20 Rory Vaden Yeah, totally. I mean, I think, I think, look, you know, price is all about supply and demand. And if you if you decrease supply, then the price goes up, right. So that is what happens when you’re doing one on one. There’s a limited supply. And so the price goes up. Also there’s always a demand for one on one versus like once you get into the one to many environment it’s like well there’s a lot of people doing it and you better have a really good system and be really well known. 01:07:33:20 – 01:07:55:08 Rory Vaden And I think anybody, especially in a world of AI where you can get access to information, it’s like, I want to talk to a person and people will pay a premium. And so that’s how you started. So then that went on. How much time went by before you really started getting the calls about like, hey, I want to I want to know how to do what you do as a business owner. 01:07:55:14 – 01:08:15:05 Maggie Berghoff It was actually only a couple of years later. The business grew really quickly. Super grateful for that. So I was everywhere TV, magazines, speaking on stages, and I had this successful business. But what drew people to me was I also had a successful life. I was working from home with my three babies. My husband quit his job and was working with me at home too. 01:08:15:06 – 01:08:33:01 Maggie Berghoff We built the business together and so people were damning me nonstop. And I’ll never forget looking at my phone in my Instagram DMs and the people asking me to help them build a company so they could build this lifestyle as well surpass the people asking for health help. And that’s not why I did it. I did it because I genuinely at first I didn’t. 01:08:33:01 – 01:08:42:09 Maggie Berghoff I actually said no, like, no way I’m building this business. I have so much momentum. And I said no and no until I recognized how incredibly selfish that was of me. Honestly, 01:08:42:09 – 01:08:46:13 Maggie Berghoff I knew business so well. I am so good at business and I love building companies, 01:08:46:13 – 01:08:55:09 Maggie Berghoff and so if I can help someone else build their dream lifestyle, their dream business, and help people with health and wellness in the way that they’re passionate about, I’m not the expert at everything. 01:08:55:10 – 01:09:08:17 Maggie Berghoff You know, I had people wanting to help people through fritillary, through their fertility struggles or migraines or whatever it was. And so several years later, I started adding on that component. I still did health and wellness and also business mentorship. 01:09:08:19 – 01:09:17:19 Rory Vaden When did you let go of the personal health? Like when did you realize, okay, in order to build one, I do have to let go of the other. Or like, how did you get to that? 01:09:17:20 – 01:09:33:09 Maggie Berghoff This was the hardest thing probably I’ve ever done in business, and it was around the time where I first started working with you, Rory, in my book launch, where I recognized I need to make a decision here because there’s only so much time that I have as a founder and that my team has. My team was dipping into both sides of the company. 01:09:33:11 – 01:09:49:11 Maggie Berghoff I didn’t have two separate teams built because I was a smaller business owner. And so it was probably around that time, maybe 2021, 2022 when I made a full decision. Our company is fully shifting and putting all of our time ever energy into in resources, into business mentorship. 01:09:49:12 – 01:09:54:11 Rory Vaden And what happened after you made that decision? Like how did the business grow a lot? Like. 01:09:54:12 – 01:09:54:22 Maggie Berghoff Yeah, 01:09:54:22 – 01:10:00:05 Maggie Berghoff when you’re focused on growing two companies every single day, of course you have split attention and split results. 01:10:00:07 – 01:10:11:15 Maggie Berghoff And so everything just felt so much easier, even for my team members when they were writing an email, they wrote for one company, right. You’re not trying to grow two things simultaneously. If you’re posting on social media, you’re posting for one company, one ideal client. 01:10:11:15 – 01:10:40:07 Maggie Berghoff And so, yes, everything was easier, grew faster, and it felt more aligned to me, to I. I didn’t do it for a while because I felt a little bit of guilt giving, stopping what I was really known for at that time. And also, I know I’m really good at helping people with their health and wellness. And so. But for me, stepping into building companies and helping other people build companies was more relevant to me at that time and more exciting and fulfilling at that time because I had already built and grown a company. 01:10:40:08 – 01:10:43:08 Maggie Berghoff Right. And so that’s when that transition happened. 01:10:43:10 – 01:11:04:19 Rory Vaden Yeah, that that makes me happy to hear. And it’s also because it’s like the other thing we’re always drilling people with is if you have diluted focus, you get diluted results. And it’s again, you’re such a great case study of like that isn’t just tongue in cheek lip service advice. It’s like, of course you grow and you have more freedom when you’re focused on one thing. 01:11:04:19 – 01:11:27:15 Rory Vaden And, you know, I love I love seeing that. The other thing that I kind of notice in you in terms of a, of a personal transition is your original passion was helping people achieve health. But at some point you became more passionate about helping people achieve freedom. And it wasn’t just about making money, and it wasn’t just about growing the business. 01:11:27:15 – 01:11:47:15 Rory Vaden It was that you were raising a family. And then, you know, I didn’t know this until we talked today, but you also ended up focusing on one avatar. So you gave up really working with men to go all in with just female. Tell me about that decision, because that’s another example of how you’ve been like niching down and getting more focused. 01:11:47:15 – 01:11:51:15 Maggie Berghoff So focused. And you know, what I found out about myself too, is even with health and wellness, 01:11:51:15 – 01:11:53:23 Maggie Berghoff I was in it for the lives transformed. 01:11:53:23 – 01:12:03:02 Maggie Berghoff So it doesn’t matter if I’m helping someone balance their body or build their business, it’s the life that I’m after most, helping them to wake up every day and love their life and be fulfilled and happy and healthy. 01:12:03:02 – 01:12:24:08 Maggie Berghoff And so that’s just that’s just really what it was, no matter what the coaching was about. And so for narrowing down more into an ideal client for me, the women, I never actually envisioned having a female only brand. It wasn’t my huge goal and and dream per se, but I noticed in marketing that such a like very few percent were males who were buying our program. 01:12:24:13 – 01:12:45:21 Maggie Berghoff And I, up until this point, run all of our own marketing. And so I’m in charge of the ads, and any marketing that we do comes. I’m the one doing it. And so it’s just kind of a decision. If you see that 90% of your clients are female and 10% are male, if you just kind of give up that 10% and go all in 100 on female, the stories that you share land more clear. 01:12:45:21 – 01:12:51:15 Maggie Berghoff The events that you throw are more on brand. And it just is. It makes sense from a marketing perspective to. 01:12:51:15 – 01:12:56:04 Rory Vaden Do that. So that was more of a data driven decision of just like, gosh, this is this is obvious. 01:12:56:05 – 01:13:05:00 Maggie Berghoff At the time it was data driven. I was kind of just like, why would I spend money running ads to the guys when I know that the females are the ones that really make up our company most? 01:13:05:01 – 01:13:21:22 Rory Vaden Yeah. Well, and I think the challenge everyone faces is they go, I want to change the world. I want to help everybody, or I want to help as many people as possible. And they think that the best way to help as many people as possible is to help as many different types of people as possible. And it’s a huge mistake. 01:13:21:23 – 01:13:34:14 Rory Vaden The actual way to help as many people as possible is to help the fewest number of types of people as possible, and serve them in the deepest way. And the data in your case was super duper clear on that. Yeah. So I. 01:13:34:14 – 01:13:53:08 Maggie Berghoff Love the deepest way. That’s so true for me. I’m looking at how much deeper can we go with our existing client base, with our existing ideal client, instead of spreading thin and saying, oh, let’s start helping people in this industry, or let’s bring the guide group back in or whatever. I’m going deeper with our existing audience, and it just feels so good to do that and so focused. 01:13:53:08 – 01:13:54:09 Rory Vaden there’s this pretense. 01:13:54:09 – 01:14:10:01 Rory Vaden People love to pretend online that they make all of this money and they have all of this free time. People love to be like, oh yeah, you can be a zillion there and like, live on the beach and do nothing. Or like, you can be a zillion there and just like, be a mom and like, hang out with the kids all day. 01:14:10:03 – 01:14:22:17 Rory Vaden Well, a lot of times I go, that’s bogus, because anyone who’s successful running a business knows it’s freaking hard. And it takes time and intensity and focus and passion. 01:14:22:17 – 01:14:31:05 Rory Vaden So my question is for you. How much do you really work and how have you pulled it off? 01:14:31:05 – 01:14:37:08 Rory Vaden Because I know that you are a mom of three. I know that you prioritize family. You’ve got a multi seven figure business. 01:14:37:11 – 01:14:41:01 Rory Vaden give us an honest assessment of like what does that mix look like. 01:14:41:02 – 01:14:42:14 Rory Vaden And and how have you got there? 01:14:42:15 – 01:15:02:17 Maggie Berghoff For me, it’s actually real. Real. I truly do build my company around what I want my life to look like, and that changes based on my kids ages. As you know, the seasons are different depending on how old they are, what they’re involved in. Are you moving houses? And I just my business to align with that. And so there are three things that I think are really helpful for that. 01:15:02:17 – 01:15:29:18 Maggie Berghoff And it’s gratitude, grit and grace. I’m so grateful for my life, no matter what season we’re in or what what the business is doing. And I have great. I work hard, even though I’m working less hours I can achieve in a few hours what most could achieve in a few weeks, right? So I’m working so focused and efficient with my time, only on the things that actually matter, only on the things that actually are going to move the needle forward and then actually increase the business or client result. 01:15:29:18 – 01:15:54:10 Maggie Berghoff I am just so focused. Rory and Grace. So if something doesn’t line up right, or I thought I wanted to do something and I ended up shifting my priorities, I give myself a lot of grace with that. And so that’s helped me to grow the business in that way. How many hours I work really fluctuate. Sometimes I don’t work all that week and sometimes I’m, you know, grinding for eight hours behind the computer because the kids are at camp and I have time and I’m zoned in. 01:15:54:10 – 01:16:01:19 Maggie Berghoff And so it really just there’s no set schedule, which is what I always wanted. And I’m proud to say from the beginning, I’ve always built 01:16:01:21 – 01:16:04:23 Maggie Berghoff that. I’ve always allowed my business to align my life. 01:16:04:23 – 01:16:12:00 Maggie Berghoff And it’s not just moms. We have people who they just want to spend. The summer is where their family is. They want to go hiking three days a week. 01:16:12:00 – 01:16:19:22 Maggie Berghoff So it’s not even just moms. It’s people who really want to build not just a successful company, but a successful life in there and what they value. 01:16:19:22 – 01:16:35:03 Rory Vaden Yeah I’m a I’m a big believer that it’s like the the only scorecard that should matter is the, the scorecard that matters to you, not the scorecard that matters to everybody else. I think that’s really great. Okay. So you mentioned to me that you still are hanging on to marketing. 01:16:35:03 – 01:16:46:11 Rory Vaden why is marketing the thing that you’ve hung on to the longest? Because you mentioned to me that not only are you still running your own ads, it’s like pretty much everything marketing is still you’re still. 01:16:46:12 – 01:17:05:00 Maggie Berghoff The marketing that we do for our business, which is wild, but also, I guess, a little bit proud, right, that we got to where we are with this. And the only marketing is me and I don’t do it full time, clearly, because I’m doing other things in the business like hiring and being a mom and whatever. And so for me, that moment actually wasn’t intentional. 01:17:05:00 – 01:17:14:23 Maggie Berghoff I had worked with. It was ads. I had worked with ads agencies in the past, ads contractors in the past, and I just couldn’t kick the feeling of knowing that they didn’t really know the business 01:17:15:03 – 01:17:27:15 Maggie Berghoff And so I just made the decision to and I was working with a great ads agency, actually my last one, I love her so much, but we had outgrown them and we wanted to spend more in scale to where they hadn’t done before and they weren’t comfortable doing so. 01:17:27:15 – 01:17:47:02 Maggie Berghoff I just decided I’m going to take it in my hands. I had specifically wanted to do something that they said, no, it’s not a good idea, but I just knew this is a good idea. I’m going to do this. And so I just started doing it myself. And so I ran all my own ads to a very specific funnel, and I did it for the last several years. 01:17:47:02 – 01:17:53:08 Rory Vaden So ads ads has been the predominant client acquisition strategy that you’ve built your business on now. 01:17:53:08 – 01:18:17:03 Maggie Berghoff So since it’s just me, when you’re leaning into something, you’re sacrificing something else, right? Trade off. So when I previous to this, 100% of our clientele actually came from organic Instagram or TikTok, organic 100% purely. That’s how I built the business. When I started getting very serious about running our own ads, that priority shifted because I only have so much time, and so ads were crushing that I felt okay letting go of organic just for a time purposes. 01:18:17:03 – 01:18:44:11 Maggie Berghoff I don’t think it’s smart. I think it’s good to have both. But also, I’m okay giving myself grace that we’re going to take a stand. The step back from organic right now while I lean into ads. And so we flopped that. And so then 100% of our clients came from ads. Now, I’m so excited to build some people to to take over what I’ve built in the marketing and just run what I am currently running so that I can focus more on organic, because in my mind, obviously both would be phenomenal. 01:18:44:11 – 01:18:46:04 Maggie Berghoff So that’s how that shift. 01:18:46:06 – 01:19:03:21 Rory Vaden So, so talk me through ads because we don’t talk a lot about ads on this show because a lot of what we teach is referrals, presentations, organic, like not so much organic social. A lot of what we do is like organic offline and like relationship stuff. So when you when when you mentioned that you outgrew your ad agency, 01:19:04:01 – 01:19:07:21 Rory Vaden how much did you start spending versus how much are you comfortable spending now? 01:19:07:23 – 01:19:21:18 Maggie Berghoff It’s kind of wild. So when I was with the last ad agency, which I did love them, they were so great. We were about, you know, maybe $85,000 for a launch. We do launches. Okay. So we were at about 85,000. 01:19:21:19 – 01:19:23:01 Rory Vaden How many launches a year? 01:19:23:03 – 01:19:23:16 Maggie Berghoff Two. 01:19:23:20 – 01:19:24:11 Rory Vaden Okay. 01:19:24:12 – 01:19:42:06 Maggie Berghoff Fall launch, spring launch. It was spring fall. And we were, you know, anywhere from 30,000 to 85 with them. Okay. And what we outgrew was I wanted to push the I mean, it worked so well that I was like, I want to push this further. If this works so perfect, why are we only doing this two times a year? 01:19:42:06 – 01:20:00:16 Maggie Berghoff This does not make sense to me. So I wanted to do it every month and they just said, this is just not a good idea. It’s going to break all these things. And and then also finance wise, I wanted to push the budget. If we’re spending 85,000 and getting, you know, five x that from a launch, I wanted to push that a little bit. 01:20:00:16 – 01:20:06:22 Maggie Berghoff And that’s when I started doing myself. I launched every single month. I pushed the budget. 01:20:06:22 – 01:20:11:22 Maggie Berghoff There were some months that we were spending like $180,000 on ads myself a month. Just me. 01:20:11:23 – 01:20:12:19 Rory Vaden Wow. 01:20:12:21 – 01:20:16:00 Maggie Berghoff For ten days, our launch period is like 10 to 12 days 01:20:16:06 – 01:20:32:01 Maggie Berghoff When you grow your business, as, you know, the things that used to feel kind of wild to you just become your norm. I call that my new baseline. So as I’m, you know, maybe I’m making more in one month than I did in the Tiger year prior as my nurse practitioner. I’ll never forget when that happened. I was like, oh my gosh. 01:20:32:01 – 01:20:41:06 Maggie Berghoff And then that just became my new baseline in my norm. And now we’re far, far above that. Same with ads. I remember when I first started, my first guy I hired for ads, one of you spent 5000. I was like, 01:20:41:06 – 01:20:42:18 Maggie Berghoff oh my gosh, this is wild. 01:20:42:18 – 01:20:51:17 Maggie Berghoff And actually I didn’t have a great experience. I freaked out and I quit ads because organic worked so organic for us is Instagram and TikTok, and that worked so well. 01:20:51:17 – 01:21:17:01 Maggie Berghoff So it just felt like I didn’t want to do that. But then when I just got to new levels and I remember the first time I spent 85 for that specifically to me was like, oh my gosh, $85,000 worth of cars days. Yeah, that to me was wild. And I remember I was actually sitting at a conference and it was like the old CEO of a company called Integrative Nutrition Institute of Nutrition, and I was talking to him at this conference, and I was like, what do you think? 01:21:17:01 – 01:21:29:17 Maggie Berghoff And he told me, do you think you can make that back without the ads? And I’m like, yeah, I do that all the time. Like if I launch organic, I make more than that. So he’s like, then what’s the risk? And that changed everything for me. 01:21:29:22 – 01:21:33:12 Rory Vaden Just meaning that if you made zero, if you spent it, you made zero, you could get it back. 01:21:33:13 – 01:21:40:16 Maggie Berghoff Yeah. If I spent it, it made zero. I’m still going to make at least 85 or more because organic launches, I was still doing six figure launches. 01:21:40:17 – 01:21:49:01 Rory Vaden And what are you okay, so you’re saying you’re running ads. You’re doing like a ten day launch window. So you’re like pushing into like a live webinar or a challenge or what are. 01:21:49:01 – 01:22:09:17 Maggie Berghoff You, 40 summit. But it’s very different than other people’s four day summits. I actually because of here’s what happened. So, you know, I value family and flexibility and things like that. I saw people doing summits a long time ago, but it just felt kind of out of reach for me. They’re asking 35 different professionals to be on their hiring admin to manage all this stuff, all these email campaigns. 01:22:09:17 – 01:22:24:10 Maggie Berghoff And I just thought, you know, I do want to do a summit. I see the value in showing up for someone multiple days in a row, then going to sleep and thinking about you waking up and coming back, all this stuff. But I needed to do it in a way that was around my lifestyle. So I decided my first ever four day summit. 01:22:24:10 – 01:22:42:11 Maggie Berghoff I was going to go live Monday, Tuesday, Wednesday, Thursday for 90 minutes. I’m going to do like 45 minute training and then Q&A. Super chill, and I’ll promote my program at the end. And that was our first four day summit. We’ve been doing this same summit since like, oh my gosh, like maybe 2019. And actually the same exact thing. 01:22:42:11 – 01:22:44:21 Maggie Berghoff Just me for 90 minutes. Monday, Tuesday. 01:22:44:21 – 01:22:46:09 Rory Vaden Wednesday, same content and everything. 01:22:46:10 – 01:22:47:09 Maggie Berghoff Same slide deck. 01:22:47:10 – 01:22:52:02 Rory Vaden What? Every month. Yep. Still. Yeah. Wow. 01:22:52:04 – 01:23:04:23 Maggie Berghoff And do you know who inspired me for that? I was sitting at a VIP dinner in Nashville, which goes back to your point of relationships, right? So I was sitting at this VIP dinner for my lawyer, who is also Amy Porterfield, lawyer. And. 01:23:05:01 – 01:23:06:00 Rory Vaden Yes, yes. 01:23:06:02 – 01:23:24:00 Maggie Berghoff And so Amy had said, I just do the same thing over and over and over again. And at the time, I wasn’t I was kind of tinkering with like different titles, different, different vibes to try to attract more people. But when Amy said that, I was like, well, she’s doing much better launches than I am, I’m going to follow her lead and just try to make it easier. 01:23:24:00 – 01:23:34:20 Maggie Berghoff Why change the title? Why change the slides? And then I just started doing. At that time it was still two times a year, but then when I dropped the people who were doing my ads, I just I just did it every single month. 01:23:34:20 – 01:23:45:08 Rory Vaden So now when you do it every month, though, if you’re running the same webinar, you got to have new, fresh people coming in every single month. But that’s why you’re just increasing the ad spend to just go like, I just have more and more people in front of me. 01:23:45:09 – 01:24:07:06 Maggie Berghoff Well, yes and no. So yes, you need more eyes. So that’s where paid ads comes into place. And I, I love paid ads, but also people will come and sit on that summit month after month after month, and maybe they buy four months later and you can see they’ve come to three summits and it’s the exact same talk, the exact same topic, the exact same Q&A, but it’s just a matter of time until it clicks for them where they are like, yep, I want to do this. 01:24:07:06 – 01:24:22:03 Maggie Berghoff But if it’s the same message, the same ideal client, you know, it’s better than just context switching all the time because they have a very clear direction on what you do, who you hope is this for them. And eventually, you know, on the right month they might decide, you know what I’m in. 01:24:22:09 – 01:24:23:06 Rory Vaden Fascinating. 01:24:23:06 – 01:24:30:22 Rory Vaden what do you consider like what’s a good cost per lead. And like, is that like what’s the metric that you use to measure the success of like the ad campaign? 01:24:30:23 – 01:24:33:11 Maggie Berghoff Now I am no ads expert, but. 01:24:33:16 – 01:24:37:01 Rory Vaden Sounds like you’re not doing Bad girl. I mean, I don’t know, like. 01:24:37:03 – 01:24:54:11 Maggie Berghoff I mean, I guess so and actually, you know, rewind because I have done better than every ads company we’ve ever hired. And we’ve hired some big guys. Sure. And so I guess I’m doing okay. Cost per lead. I try to like look at in between 20 to $35 is usually where we are. Some launches. 01:24:54:12 – 01:24:57:19 Rory Vaden Is, oh, I was going to ask you, do you charge for the four day summit or is it free? 01:24:57:22 – 01:24:58:18 Maggie Berghoff Is is free. 01:24:58:21 – 01:25:03:10 Rory Vaden Free four day summit? Okay, so you’re just going straight from an ad to a free four day event. 01:25:03:11 – 01:25:06:18 Maggie Berghoff Yeah. 90 minute sessions. Monday Tuesday, Wednesday, Thursday. 01:25:06:18 – 01:25:14:05 Rory Vaden We’ve done this model. We do this. We do this model also a couple couple times a year. We do this I love it, but now I’m like crap we should just a month. 01:25:14:06 – 01:25:24:11 Maggie Berghoff Yeah. And I remember the ads team had said like it’s going to drop off, people are going to get tired of it. And we have not seen that, at least to this point. And and it’s been. 01:25:24:15 – 01:25:30:07 Rory Vaden So it’s free and sorry. So I cut you off. So you’re saying your CPL 20 to $30 for a registration. 01:25:30:08 – 01:25:34:03 Maggie Berghoff Yeah. But some months it’s like 8 to $12 sure per lead. And so sometimes. 01:25:34:03 – 01:25:38:06 Rory Vaden It’s free. I mean, to be sub20 would be normal I think. Yeah. 01:25:38:07 – 01:26:03:16 Maggie Berghoff And then obviously you’re looking at conversions. So once you launch then we add up okay. What we actually made and contracted versus collected and then how much we spent. And up until this point it’s been so tremendously amazing. And it’s so with the ads versus organic for me in that season of my life and that season of my business, it was really great to know I don’t have to think about being creative, posting content on social media, growing an account. 01:26:03:16 – 01:26:15:11 Maggie Berghoff I can just I spend one day a month setting up my ads. I do my thing, I show up for my people for those four days and I love it. I love hosting the event. It’s very fun. It’s very energetic, and that’s where 100%. 01:26:15:11 – 01:26:19:22 Rory Vaden Of it is this all in meta? Pretty much. You’re running meta. Mostly meta ads. 01:26:19:22 – 01:26:20:03 Maggie Berghoff Yeah. 01:26:20:04 – 01:26:49:23 Rory Vaden Just meta. Wow. And so then that lends itself to the lifestyle you’re talking about is you’re doing the same thing on rinse and repeat. Because I agree, it’s just like a social media and organic. It’s just a beast that you have to feed every day. And it is such a grind. There is a lot of power in being like, you know, to win organically, I have to constantly be creative or I can just put money in the machine and make there’s always going to be people there. 01:26:50:00 – 01:27:05:19 Rory Vaden Like, that’s the one algorithm that never changes, right? If you give Zuckerberg money, he’ll put people in front of you. Yeah. And that is just fascinating to go. What a simple way. Like a duplicate way a predictable way to just go like in this season. This we’re just run this play over and over again. 01:27:05:19 – 01:27:26:10 Maggie Berghoff Over and over. And I was okay, you know, paying meta I would rather I know our system is so good. I know our coaches, our team. Everything is so good. So yes, I’m going to say here’s my money. Please find me more people for this program and I’m going to chill the rest of the time. But for me, for being creative on social media, I do still love Instagram and TikTok and I will get back to that. 01:27:26:15 – 01:27:45:03 Maggie Berghoff But also when you’re at least for me, when I’m growing a company, my brain is not in the mode of being creative. On Instagram and TikTok. I’m in the mode of finding the right people to hire in my team, making sure my clients are taken care of. So in the last couple of years, that’s really where my focus has been, which is why paid ads has been such a blessing. 01:27:45:03 – 01:27:46:14 Maggie Berghoff I love I love paid ads. 01:27:46:15 – 01:27:55:16 Rory Vaden Is your ad strategy like super complex and complicated or like, how do you spend that much and get such a great, consistent return? Do you think. 01:27:55:17 – 01:28:17:17 Maggie Berghoff It’s actually so basic? I think the reason why I get such a great return is because I share stories. I share my story, which goes back to everything you tell people, of course, as well. So I’m just authentically letting people know, here’s what I’ve done, here’s who I help, and here’s how I can help you. Come to this four day summit and I’ll teach you how. 01:28:17:19 – 01:28:45:09 Maggie Berghoff So it’s very much story base our our copies long, our landing pages long, which is kind of not industry standard. Usually they say small opt in pages convert higher hours is really long. I’m like, here’s my whole life story and all the clients we’ve helped and all these things I’m going to cover at the four day summit. So it’s long copy on ads, long opt in page, and then the ads themselves are, I think our best performing ads are actually be real content. 01:28:45:09 – 01:29:01:13 Maggie Berghoff Showing me as a mom on stage at my client events, working at home. So it’s more so be real content showcasing what it actually means to build a business in our model, in combining, you know, your passion for growth in your career and also your passion for growth in your personal life. 01:29:01:14 – 01:29:15:16 Rory Vaden Yeah, that’s that’s awesome. Maggie, I think that there’s so much consistent here. See here with just focus and just like doing the same thing over and over and really perfecting it. And it seems like you guys have done a really, really great job of that. 01:29:15:16 – 01:29:19:14 Rory Vaden Also not being intimidated about how other people are doing it or whatever. 01:29:19:14 – 01:29:24:09 Rory Vaden It’s just like finding a play that works for you and running it in a way that feels comfortable. 01:29:24:10 – 01:29:40:21 Maggie Berghoff Yeah, I am so zoomed in on three things actually client results, client retention, brand updation. So that’s kind of my through line of everything that I do in the business. And then finally making sure that I’m the mom I want to be and the wife I want to be. So I’m just very focused on those things. 01:29:40:21 – 01:29:49:21 Rory Vaden Do you at the end of this four days, do you do straight to a full offer, like go to a sales page and put in the credit card and buy the thing, or do you drive free calls and then by the thing or. 01:29:49:22 – 01:30:04:23 Maggie Berghoff I actually did do credit card to high ticket for a little bit because of the season of business, and I didn’t want to have sales team at that time. And but we do now do sales calls. Oh, okay. So we promote the program and we take them to a sales call with our team internally. 01:30:05:00 – 01:30:09:12 Rory Vaden Do you tell them the price before you offer them the free call? We don’t. Okay. So that’s really. 01:30:09:13 – 01:30:10:13 Maggie Berghoff Like sure. 01:30:10:13 – 01:30:17:13 Rory Vaden But we don’t. But you’re just doing four days of like pure value. And then after the fourth day request a call. 01:30:17:15 – 01:30:28:13 Maggie Berghoff Third day tried trialed. I’ve trialed all the days for all the third day since. I’ve done it every single month for so many years now. I’ve tried different things. So third day is when we. 01:30:28:13 – 01:30:35:22 Rory Vaden Pitch and then you only have full time employees, so you have a sales person who’s a full time employee. That one one sales person. 01:30:35:22 – 01:30:37:00 Maggie Berghoff Right now we have one sales. 01:30:37:00 – 01:30:38:16 Rory Vaden Person and they take all the calls. 01:30:38:16 – 01:30:55:06 Maggie Berghoff During our launch. So she does take all the calls every other day. But during our launch, we do need to bring in. We bring in alumni clients to help her because she doesn’t have enough calendar space. So we bring in a couple alumni who are those are, I guess, contracted. They just close at the event. 01:30:55:07 – 01:30:59:23 Rory Vaden But they’re just like it’s past clients. Who are the salespeople? 01:31:00:00 – 01:31:03:18 Maggie Berghoff Yeah. During the launches, because we have increased call volume. 01:31:03:19 – 01:31:06:12 Rory Vaden Wow. Yeah, that’s that’s fascinating. 01:31:06:13 – 01:31:15:22 Rory Vaden If there’s somebody out there right now who is a mom who is going, I want to build. I’d love to build this kind of a business. I do have an expertise, but, 01:31:15:22 – 01:31:20:03 Rory Vaden I don’t know how to run ads. I don’t know, you know, I don’t have a team to manage. 01:31:20:04 – 01:31:21:11 Rory Vaden Like, what would you tell her? 01:31:21:12 – 01:31:32:07 Maggie Berghoff Put your blinders on to everything I just said because none of it matters yet. When I first started my business. It was just waking up and helping people with their health and wellness. Organic. Not a dime spent on marketing 01:31:32:07 – 01:31:39:22 Maggie Berghoff and so just knowing that there’s one person that I’m helping behind this screen, and that’s how I talked to my Instagram, as if I’m just here today to help one person. 01:31:39:22 – 01:31:56:08 Maggie Berghoff And it actually did, even if it wasn’t a client even just getting a message from someone in my DMs saying that really helped me. I love that tip that just lit my soul on fire. And so you don’t have to have the team, the funnels. I don’t even have a website at first. You don’t have to have all of that to start helping others with your expertise. 01:31:56:09 – 01:31:57:04 Maggie Berghoff Like right now, 01:31:57:06 – 01:32:06:15 Maggie Berghoff you are more qualified for them because you have lived this exact experience, and there’s someone who really would love to hire you to help you through that exact experience, and that’s how small it can start. 01:32:06:15 – 01:32:25:09 Maggie Berghoff And then from there, the next steps, like where I am right now in ads and spend like I would if I heard that early on in my first year, I probably would be intimidated and thought, that’s not what I want. But when you’re growing, it just becomes the next obvious step. And it’s not so hard anymore because you have learned all these skill sets and self-growth. 01:32:25:10 – 01:32:37:15 Maggie Berghoff Entrepreneurship is self-growth. So you’ve learned the skill sets and the lessons that make it make you be able to handle something bigger. So it it kind of becomes less. It’s just the next step. It’s just the next 01:32:37:17 – 01:32:58:16 Rory Vaden I’m so inspired, Maggie and I just I want to commend you for designing a life that you love and not the life that you think other people are supposed to have or not competing with anybody. Just. I think you’ve done such a good job of saying like, this is what I how I want to help people and this is the life I want to have, and then I’ll let the business kind of like organize itself around that. 01:32:58:16 – 01:33:07:16 Rory Vaden And it’s really, really beautiful and inspiring to watch. So thank you for your encouragement and my friend. We’re so grateful for you and we continue to wish you the best. 01:33:07:17 – 01:33:14:08 Maggie Berghoff Yes, well, thank you and I’m so excited for everyone in your audience listening to this podcast. You guys are all up to awesome stuff. 01:33:14:09 – 01:33:16:09 Rory Vaden Yeah, absolutely. All the best friend.