20K/mo Solving Problems That Matter

Happy Tuesday!

Before we begin, one quick thing. I assume you’re familiar with the story about me and my partner launching that Buc-ee’s resale business, yes? Well, 5 years later, we have decided to sell that business!

It’s a healthy, profitable business, doing hundreds of thousands of annual profit, but my parter and I are ready to move on to other things. We’ll be discussing the details of this sale on a live webinar on Monday, November 17th at 1:30pm CST.

This webinar will NOT be recorded, so you’ll have to register and be present to learn all the details. We’ll discuss our reasons for selling, financials, logistical details, Q&A, etc. We won’t be using a broker for this, you’ll be working directly with me and my business parter Kirk. See you there!

Okay, so a week ago I talked to my buddy Sam. He walked me through how he took a painful market, wrapped it in a $29 eBook with a simple bump offer, and used Meta ads to drive buyers who can be referred to lawyers on the backend.

The funnel works. The math works. And the bigger lesson here is about using books as lead generation for high-value services. If you want to see the full breakdown, check out the full episode: YouTube, Spotify, and Apple Podcasts.

If you want a one-person business you can actually run, this is the blueprint for testing fast, reading your own data, and turning information into revenue.

Let me walk you through it:

Sam was in one of my TKO community calls talking about making money through wedding planning. He asked the group: "If the wedding market is huge and 50% of marriages end in divorce, who's got the divorce market?"

He was right. It might be a morbid thought, but it is a huge need. Outside of lawyers, nobody's really serving it well. Most of the material online just pushes people straight to divorce attorneys. (And people don't really like their divorce attorneys very much.)

No one in the group jumped on the idea, so Sam decided to test it. He sat down during a football game with ChatGPT and wrote a divorce book. First version was AI slop, but good enough to test the concept.

(FYI- the group I’m referring to is my private community TKOwners. It’s for people who want to turn all these newsletter insights into real businesses. We have a slack channel where we drop insane AI tools and possibilities everyday. If you want to start your own business, or make your current one more successful, this is your place.)

The Frontend:

He priced the eBook at $29. Zero cost of goods sold. Built a landing page on Perspective. Started running Meta ads with super broad targeting and automatic placements. He just told Facebook he wanted purchases and let it optimize.

No fancy audience research. No spending weeks figuring out perfect targeting. Just broad, let the algorithm work, and watch what happens.

First week he spent about $600 on ads and did $400 in sales. Not profitable, but it proved people would buy it. Cost per acquisition was around $40 for a $29 product.

The signal was there. Now he just needed to fix the math.

AOV vs CAC:

You spend money on ads. Let's say you spend $40 to get one person to click your ad and buy. That $40 is your CAC. Customer Acquisition Cost.

Now that person buys your $29 book. That's your AOV. Average Order Value. How much money you make when someone buys.

You spent $40. You made $29. You lost $11. Most people see that and quit. They think it doesn't work.

But here's what Sam did. He added a $17 bump offer. That's just a little checkbox that says "Hey, want to add this other thing before you checkout?" About 70% of people said yes.

So now instead of making $29, he's making around $42 on average. He spent $40 to get that customer. He made $42. He's basically even.

Now he has a list of people who just told him they're going through a divorce. Those people are worth way more than $42 to divorce lawyer.

So the game isn't to make money on the book. The game is to get as close to break-even as possible on the book so you can make real money later.

The Backend Where You Actually Make Money

Option one is the paper lead model. Sell each lead to a divorce lawyer for $100. (a GOOD lawyer. You’re here to help people- not gouge them while they’re down) They pay whether they close the client or not. Your only job is drive traffic and collect checks.

Option two is referral fees. Partner with two or three lawyers you trust and take 25-30% of their total fees when your leads convert. Average divorce attorney charges $7,000 to $23,000 per case. Do that math. One converted lead pays for 200 books.

Option three is a backend program. Sam added a $300 offer called the Financial Protection Protocol about not getting financially destroyed in divorce. If 3% of frontend buyers take that offer, he's making $900 per hundred books sold. At break-even on ads, that's pure profit.

The smartest play is mixing all of these. Some leads go to lawyers. Some buy your program. Some join an annual membership.

Running ads. Adding bump offers. Tracking conversions. Referring leads to lawyers. Sounds like a nightmare if you’re doing all of it manually.

But you could absolutely use HighLevel to automate the entire backend. When someone buys the book, they automatically get added to a nurture sequence. Seven days later, they get the backend offer. If they don't buy, they get referred to a great lawyer. Every lead is tracked. Every conversion measured.

If you're building a lead gen business like this, check out HighLevel for 30 days free at gohighlevel.com/tkopod.

One platform for your funnels, email sequences, CRM, and automation. It’s so great.

But Chris- I don’t want to write books about divorce…

Sure. Neither do I. But this system sets you up to use books as lead generation for all kinds of high-value services.

An "Erase Your DUI" for DUI defense lawyers. Car accident books for personal injury attorneys. Home service guides for contractors. Franchise opportunity books for franchise brokers.

Google Ads for legal terms are insanely expensive. A trucking accident lead can cost $5,000. A DUI lead might be $1,000. But if you're selling a book with Facebook ads and breaking even at a $40 CAC, you're generating leads for pennies compared to traditional methods.

Plus you own the relationship. You're not just a lead broker. You're a trusted resource who happened to connect them with a great service provider.

The book positions you differently. It builds trust. It provides real value. And it gives you first-party data that lawyers will pay thousands for.

The math to get to $20K a month:

If you're breaking even on frontend sales and making $900 per hundred books sold on backend conversions, you need to sell about 2,200 books a month. That's 73 book sales per day.

With a 2% conversion rate on your landing page, you need about 3,650 visitors per day.

Is that easy? No. But it's not complicated. Better ads. Better landing pages. Better backend offers.

Test Fast, Use Data

Sam didn't spend six weeks validating. He asked ChatGPT how many people go through divorce annually in the US. Answer: 2.4 million. Big enough market. He moved on.

I talk about this constantly. People get paralyzed researching instead of testing. They read blog articles about average cost per click in their industry and convince themselves it won't work before they even start.

The only way to know what works is to build something and look at your own data.

Sam told multiple people in my community about this idea. Nobody did anything for six weeks. So he took it personally and built it himself.

Why This Matters For You

If you're making $120K a year working for someone else, stressed out with no freedom and no roadmap to making more money...

What if you could double your income and cut your stress in half? That's $20K a month in profit. $240K a year. One person. No employees. No massive overhead.

Once you do this once, you can do it in any market. You've built a landing page. You've written copy. You've run Meta ads. You've created a funnel. You've added upsells. You've read your own data and made decisions based on it.

Those skills apply to literally every business you'll ever launch. The next idea becomes easier. And the one after that becomes easier still.

P.S. If you want to see the full breakdown, more insights on exactly how you can dive into this business check out the full video/ pod: YouTube, Spotify, and Apple Podcasts.

Get out there and take action. Everything is figureoutable.

Have a great week!

Chris

P.S. I share deep dives on business ideas and complete playbooks three times a week on YouTube and every podcast platform.