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The 10 experts and their money-making formulas
The 10 experts and their money-making formulas
1. Alex Hormozi
1. Alex Hormozi
Formula: Create an irresistible offer, generate leads, increase customer value.
His framework is built around three core ideas:
$100M Offers: Make the offer exceptionally valuable.
$100M Leads: Generate a predictable flow of prospects.
$100M Money Models: Increase revenue through upsells, repeat purchases and recurring income.
His Value Equation:
\[ \frac{\text{Dream outcome}\times\text{Likelihood}}{\text{Time}\times\text{Effort}} \]
How a coach makes money:
Sell a R1,500 coaching toolkit, upsell a R5,000 implementation programme and then offer a R1,000 monthly membership.
Best lesson: Make the product so useful that the price feels small compared with the result.
Source: Acquisition.com – Alex Hormozi.
Hormozi Game+1
2. Russell Brunson
2. Russell Brunson
5 Speaking Tips From an Entrepreneur Who Made $3 Million in 90 Minutes
Formula: Build a sales funnel that converts strangers into customers.
His key concepts:
Traffic Secrets: Find your audience.
Expert Secrets: Turn your knowledge into a compelling message.
DotCom Secrets: Build a sales funnel.
Value Ladder: Sell increasingly valuable products.
How a coach makes money:
Free coaching assessment.
R197 introductory workshop.
R1,497 digital coaching course.
R4,997 professional coach training.
R15,000 corporate coaching programme.
Best lesson: Don't sell one product. Build a ladder of products that customers can move through.
Source: Russell Brunson – Books and frameworks.
russellbrunson.com+1
3. Gary Vaynerchuk
3. Gary Vaynerchuk
What Gary Vaynerchuk Learned by Experimenting on Himself
Formula: Attention + content + trust + commercial opportunity.
His approach:
Publish large amounts of useful content.
Identify where your target audience spends time.
Repurpose long-form content into short-form content.
Give value before asking for a sale.
Recognise opportunities on emerging platforms.
His famous principle is "Jab, Jab, Jab, Right Hook": give value repeatedly, then make a relevant sales offer.
How a coach makes money:
Record one 30-minute coaching lesson, turn it into 10 short videos, distribute them across platforms and direct interested viewers to a paid workshop.
Best lesson: Your content is your distribution engine.
Source: Day Trading Attention.
Gary Vaynerchuk+1
4. Donald Miller
4. Donald Miller
Donald Miller, Speaker | StoryBrand CEO & Author
Formula: Make your customer the hero of the story.
His StoryBrand framework has seven elements:
A character (your customer).
Has a problem.
Meets a guide (you).
Receives a plan.
Is called to action.
Avoids failure.
Achieves success.
How a coach makes money:
Instead of advertising "I offer professional life coaching", advertise:
"Are you stuck in a career that no longer fulfils you? Build a clear plan to change direction and take control of your next chapter."
The customer sees their problem and the outcome.
Best lesson: Sell the transformation, not the coaching sessions.
Source: StoryBrand framework.
Clarify Your Message+1
5. Amy Porterfield
5. Amy Porterfield
How Amy Porterfield founded a business that's brought in millions
Formula: Build an email list, create a digital course, launch it.
Her system:
Identify a profitable course topic.
Validate customer demand.
Build an email list.
Create a digital course.
Use webinars to sell.
Launch with an organised campaign.
Improve through repeated launches.
How a coach makes money:
Offer a free COMENSA contracting checklist, collect email addresses, deliver a five-email educational sequence and invite subscribers to a R1,497 contracting masterclass.
Best lesson: Own your customer database. Don't depend entirely on social media followers.
Source: Digital Course Academy – Amy Porterfield.
Online Marketing Expert & Bestselling Author+1
6. Justin Welsh
6. Justin Welsh
Justin Welsh Shares a 4 Step Strategy for Monetizing Your LinkedIn Content
Formula: Build an audience through consistent content, then sell digital products.
His approach:
Choose a specific niche.
Develop a recognisable content style.
Publish consistently on LinkedIn.
Build an email list.
Create low-maintenance digital products.
Sell through an automated online store.
How a coach makes money:
Publish daily LinkedIn content about coaching contracts, professional standards and business development. Sell downloadable templates and toolkits.
Justin is particularly interesting because he has built a business around relatively inexpensive digital courses and a content-led distribution system.
Starter Story+1
Source: Justin Welsh – Online store.
7. Pat Flynn
7. Pat Flynn
Formula: Build trust, create superfans, monetise through multiple income streams.
His framework:
Build an audience around a specific interest.
Publish useful educational content.
Create a loyal community.
Introduce affiliate products.
Develop your own digital products.
Create premium memberships and services.
How a coach makes money:
Build a community of professional coaches, sell coach-development resources, recommend relevant software through affiliate links and offer a premium membership.
Best lesson: A smaller audience that trusts you can be more commercially valuable than a large audience that barely knows you.
Source: The Superfans System.
Resources & Community for Entrepreneurs+2
8. Dan Kennedy
8. Dan Kennedy
Formula: Direct response marketing + compelling offers + follow-up.
His approach:
Identify a highly specific target customer.
Write marketing that speaks directly to their pain.
Make a clear offer.
Include a reason to act.
Capture contact details.
Follow up repeatedly.
Measure the response and improve.
How a coach makes money:
Run an advertisement offering a free corporate coaching ROI assessment. Capture the prospect's details, follow up with a case study and book a corporate discovery meeting.
Best lesson: Marketing must produce measurable responses, not just likes.
Source: Magnetic Marketing.
9. Marie Forleo
9. Marie Forleo
Learn More About Marie Forleo's B-School
Formula: Build a profitable business around what customers actually want.
Her B-School approach focuses on:
Business clarity.
Understanding customer needs.
Developing a profitable offer.
Marketing and communication.
Sales and customer service.
Consistent implementation.
How a coach makes money:
Develop a specific programme for emerging leaders, validate demand through interviews, create a paid pilot group and improve the programme before scaling.
Best lesson: Don't create products based only on what you want to teach. Create what people are prepared to buy.
Source: Marie Forleo – B-School.
10. Neil Patel
10. Neil Patel
How Neil Patel Figured Out Marketing’s Best Practices Through Embracing Experimentation | YourStory
Formula: Search visibility + valuable content + lead capture + conversion.
His system:
Research what customers search for.
Create content answering those questions.
Optimise content for search engines.
Repurpose it across social platforms.
Capture leads through useful resources.
Convert leads into paying customers.
Measure revenue, not just traffic.
How a coach makes money:
Publish articles such as "How to become a professional coach in South Africa", offer a free qualification guide and convert visitors into coach-training enquiries.
Best lesson: Create content that attracts people already looking for a solution.
Source: Neil Patel – Content Marketing Guide 2026.
Neil Patel+1
Comparative analysis: which formula is best?
Comparative analysis: which formula is best?
Here is how I would compare their approaches for a coaching business.
Expert
Main money-making mechanism
Best application
Hormozi
High-value offers and upsells
Product pricing
Brunson
Sales funnels and value ladders
Selling multiple products
Vaynerchuk
Content and attention
Social media growth
Miller
Storytelling and messaging
Converting prospects
Porterfield
Email lists and launches
Digital courses
Welsh
Content-led digital products
LinkedIn sales
Flynn
Community and multiple income streams
Memberships
Kennedy
Direct-response marketing
Lead conversion
Forleo
Profitable offers and implementation
Product development
Patel
SEO and content marketing
Long-term lead generation
My ranking for Level123 Coaching
My ranking for Level123 Coaching
Top 3 to combine
I would not copy one expert. I would combine their strongest commercial mechanisms.
1. Hormozi + Brunson
Create an irresistible offer and build a product ladder.
Commercial objective: Increase average customer value.
2. Justin Welsh + Gary Vaynerchuk
Build a content engine that attracts coaches and establishes authority.
Commercial objective: Generate consistent attention and enquiries.
3. Amy Porterfield + Dan Kennedy
Capture leads, nurture relationships and convert them through email campaigns.
Commercial objective: Turn interested prospects into paying customers.
The formula I would implement
The formula I would implement
This is the combined model I would build for Level123:
The Level123 Coach Revenue Engine
The Level123 Coach Revenue Engine
ATTENTION
YouTube, LinkedIn, Facebook, Instagram and TikTok.
Inspired by Gary Vaynerchuk and Justin Welsh.LEAD GENERATION
Free coaching resources, checklists, templates and assessments.
Inspired by Hormozi and Neil Patel.TRUST
Email sequences, educational videos, case studies and webinars.
Inspired by Amy Porterfield and Pat Flynn.FIRST PURCHASE
R197–R497 digital products.
Low-risk entry into your ecosystem.CORE PURCHASE
R1,497–R5,997 professional development programmes.
Inspired by Hormozi and Russell Brunson.PREMIUM PURCHASE
R10,000–R30,000 coaching, mentoring and business development programmes.
High-value transformation and implementation.RECURRING REVENUE
R297–R497 monthly membership, resources and professional development.
Inspired by Pat Flynn's community model.
The biggest opportunity I see
The biggest opportunity I see
I would develop a product called:
The Coach Millionaire Marketing System
Not a course about becoming a millionaire. A practical implementation system teaching coaches how to build a commercially sustainable coaching business.
It could include:
The 10 experts' marketing frameworks.
100 social media content templates.
50 AI marketing prompts.
30-day content strategy.
Lead generation system.
Digital product creation system.
Sales funnel templates.
Email marketing campaigns.
Coaching pricing calculator.
Revenue planning spreadsheet.
You could sell it as a R1,497 digital product and offer a R4,997 implementation programme.
The differentiator would be combining the strategies into one practical system specifically for coaches.
What I would research next
What I would research next
There is a valuable opportunity to go deeper than simply studying these ten people.
I would investigate the actual digital products, sales funnels, pricing, upsells, lead magnets and marketing campaigns they use to make money. That would help us identify what Level123 should replicate, what to avoid and where there are gaps in the coaching market.
My recommendation is to reverse-engineer the five strongest commercial systems first: Hormozi, Brunson, Porterfield, Welsh and Kennedy.
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