Joey Hung - The Purpose-Driven Expert

27/08/2025

Had a consulting call with a relationship coach yesterday and one of the problems he was struggling with was ascension.

His front end offer was pulling in the right customers.

Folks were buying his upsells.

But they weren’t ascending to his high ticket offers at the rate he wanted.

As we dug into the numbers and sales process, one thing came up that I knew was hurting ascension.

I’ve seen this in a few coaches, particularly if they come from the offline space.

And that’s focusing too heavily on features.

He had a short sales page for his coaching program but it was mostly bullets of “what you get” along with the price.

When it comes to selling high ticket, folks aren’t buying weekly calls, how many modules are in your course, or anything else you're giving them.

They’re investing to get an outcome and transformation.

And in order for them to see if you can help them get there…

Your sales page (or Gdoc) needs to include things like…

-The Promise
-The Plan
-What’s Different
-Who Else Got Results
-The Investment

All of this creates the right expectations and sets the frame for why they should work with you.

When you get this right, you don’t need sales calls to close. And if you do, it’s only a short 10-15 mins to answer a few questions.

So if you’re struggling with ascension, see if you’re focusing too much on features instead of outcomes & transformation.

20/08/2025

Every successful and profitable coaching biz has dialled in two things:

-Acquisition (of leads/buyers)
-Ascension (turning leads/buyers into HT clients)

A great example of this recently was what Hormozi did.

Whatever you think about him, he’s mastered the game of acquisition.

And when that’s paired up with a great ascension process, he’s able to outsell almost everyone in the market.

So when it comes to these two things…

If you don’t have a way to acquire new leads/buyers automatically, you won’t be able to scale.

If you don’t have a way to ascend those leads/buyers into back end programs and services, you won’t be able to scale.

The better you get at each one, the faster you can grow.

Then they start to feed into each other like a flywheel.

Now out of the two parts, the biggest problem I see most coaches face is ascension.

And that’s the part that hurts most because it’s where all the profit sits.

See when you’re selling a low ticket thing or a lead mag, you just need to tell them what it is, why they need it and how it works. Pretty simple.

With high ticket…

You need to show who they will become. The potential transformation on the other side.

It's taking someone from where they are now to where they want to go.

And the better we get at translating this into words, the higher our ascension will be.

A lot of the reasons why someone may struggle to sell high ticket offers is because they don’t focus on the transformation enough... or it's too abstract.

This gap is what we are helping them close, through our knowledge, our expertise, and our experience.

Which helps them achieve this transformation and get all the outcomes they want faster, safer, easier than any other solution in the market.

When you nail this...

You’ll get more conversations going and enroll more clients consistently.

Ensuring this messaging is clear is one of the foundational pieces I work on with my clients, because without this nothing works.

Joey

18/08/2025

We’ve all heard the stories of tech CEOs who quit university… or their jobs to go all in on their ideas…

And for the ones where it all worked out…

They’re the ones you hear about, see everywhere and made their billions.

We hear stories like this at every level and they’re probably the ones that got us into the game.

What you don’t hear about are the ones who didn’t make it.

The ones who sold everything, dumped all their savings into a business idea… only for it to fail.

And the reason it failed? Usually due to bad product-market-fit.

Not enough people wanted what they were selling.

This kind of risk might be okay if you've got little to lose.

But if you're already running a decent biz, it doesn't make much sense.

That's why when it comes to executing ideas...

Evaluating how much risk you're willing to bet BEFORE doing it is a smart thing to do.

For example... deciding what kinda funnel to build out.

You could build a webinar… take weeks to prepare… spend $10k on ads… and then wait another couple weeks to see if you make it back.

Or you could do book-a-call… spend $300-500 per call… and hope you get good lead quality…

The problem with this are the downside risks.

You need to spend a lot and risk losing $1000s before seeing if it works.

Instead you could 'rig the game' in your favour by selling a low ticket product…

And with just a few hundred in ad spend and 1-2 weeks of data, know if you’ve got something worth putting more time and effort into.

I learned this concept of ‘rigging the game’ from Dan Nicholson, a finance expert.

It's putting things in your favour.

Minimise downside.

Maximise upside.

He used it for building wealth… but you can also use it in your business.

Use it to test offers quickly to your audience, before building everything out…

Use it to launch live paid workshops, before creating the product…

Use it to create a batch of billy basic text ads to find a winning angle quickly…

Or anything else that helps you minimise the downside and maximise the upside.

So you can test fast, kill fast, or find a winner and scale.

15/08/2025

If you want to close more clients in the DMs, this framework will help you do that.

See when it comes to qualifying prospects... one of the questions I get asked is “how many questions should I ask”...

But the real question behind the question is “when’s the right time to drop your Gdoc link”.

You don’t want to drop it too early.

Because just like on a sales call… throwing out your solution before you know the prospect’s a good fit will usually kill the sale.

You also don’t wanna drag out the convo longer than it needs to, because at some point the prospect will get tired or lose interest.

The goal is hitting the ‘goldilocks zone’. Just enough questions to get the info you need, and for them to feel what you’re offering is a good fit for them too.

The problem is this ‘zone’ is different for each person.

To get around this…

I’ve found it’s easier to bucket prospects into 3 types.

They are:
⭕️ Good Fit Now
⭕️ Not Sure
⭕️ Bad Fit

Good Fit Now are peeps who fit your ideal criteria of a client.

Someone you know you can get great results for… and they know you can help them.

In this case you don’t need a lot of questions and you can drop a gdoc pretty quick. This is how you can lock in $3k+ sales in 1 or 2 DMs.

The second type are ‘Not Sure’ types… and I call them these because they usually don’t give you enough info to figure out if they’re a Good Fit Now or a Bad Fit. Which means you’re not sure yet.

So the solution?

Ask more questions until you figure out which type they are.

If they turn out to be a good fit, drop the doc.

If not, then disqualify.

Then the 3rd type is pretty simple.

They’ll come through, explain about their situation, experience, background and you’ll know off the bat they’re not a good fit. No doc for them.

How many questions you ask in the DMs is like asking how long’s a piece of string…

…but when you use this framework it’ll make it easier to know when to close.

11/08/2025

Last week I met up with a mate who’s worked as a CMO for 7-8 fig brands.

He asked me for advice on an offer idea he’s been stewing on for a while.

It’s in the freelancer/service provider space.

Which makes sense because he’s crushed it while making a great income as a service provider without a personal brand.

So he’s got a ton of tricks and strategies for landing clients, closing, retaining and so on.

Then he told me about what he’s thinking of doing as his low ticket offer…

How awesome it’ll be, how much content and problems it’ll solve…

And it sounds great.

The problem is, it probably won’t work.

The cold traffic offers scaling right now aren’t huge offers that solve every problem for a market.

Instead they’re ones that solve one specific problem in the fastest, easiest way possible.

The reason for this is because the market shifted in 2025.

It’s gone from “building” type offers that require and sound like a lot of work…

…to “doing” type offers that require a little bit of work while getting all the results.

This is something I found out the hard way.

I launched my first offer Purpose-Driven Expert Formula a few months ago. A big, complicated system of building a 7 figure expert business.

When I took it to cold traffic it totally bombed.

But when I repositioned it to solve one problem: do this one thing to ascend your leads/buyers into high ticket it’s now working way better with a juicy ROAS.

Using this lil switch, my mate's gonna focus on solving one painful problem with a strong mechanism and I'm sure it'll crush.

So if you’re working on low ticket offers right now…

This is one strategy that’ll help your LTOs pop.

08/08/2025

One of the critical elements of a converting high ticket offer is your plan.

A plan is nothing more than a step-by-step process.

It tells someone here’s where you are… and here’s how to get to where you want to go.

As humans we crave processes, because it allows us to visualise the path forward.

It removes abstraction, fear of the unknown, and uncertainty about what happens next.

So the more you include a plan in your messaging…

The safer your prospects will feel.

Which will increase their ability to see how your solution works.

You’ve probably seen offers that don’t include a plan and for some reason it feels like it’s lacking something.

Your gut knows something's off before your mind does.

So try weaving it into your sales copy, emails, posts, ads - and especially in your Google Doc to see higher conversions.

This idea is the same for any other offer you sell, whether it's low ticket, mid ticket etc.

To do this...

First map out the steps required to get the outcome you’re promising.

Then simplify it as much as possible.

And if possible, add images and visuals to help the mind grasp the concepts quicker.

A recent Campaign Theme I ran for a client was along the lines of ‘Super Simple 10k Plan”.

It was selling the concept of hitting 10k/mo with AI using our 3-step plan.

And it hit on the reason why this works better than anything else right now is because the market is saturated with AI tools, frameworks, strategies, but no one knows how to actually make money from it.

So all you need to do is follow our process and we’ll help you hit 10k/mo.

That campaign went on to do almost $600k in high ticket sales.

Try adding a step by step plan in your messaging and you'll see the conversion rates in your emails, ads, sales pages and everything go up.

30/07/2025

When it comes to selling in the DM’s, it’s easy to get lost in the conversation…

And for the prospect to take control, asking all the questions and taking the convo down a random path.

When I’ve trained new DM closers, this is one of the most important parts to correct.

Because if you can’t control the conversation…

Then you won’t close the sale.

One of the frameworks to make this easier is criteria discovery.

Your goal is to lead the person you’re talking to.

And to lead you need to know their criteria (what’s important to them).

This stops you from having to guess what they're thinking or waste time putting an offer out to someone who's a bad fit.

This looks like…

What’s important to them about their work… their goals… how much money they want to make… how they make that money… what kind of lifestyle do they aspire to…

You get the idea.

Once we know what’s important to them about these kinds of things, we can deduce whether they’re a good fit for us or not.

And if they’re a good fit, that’s when you drop your Gdoc.

This is how you increase your success rates selling in the DMs.

If you use this thinking model, you’ll always know what to ask next.

28/07/2025

There’s a subtle shift happening in the market right now and it’s changing the way people buy high ticket.

Just look around and you’ll see it’s getting harder to get people to book calls… show up to them… show up to webinars… or do anything you want them to do.

A few years ago this wasn’t so much a problem.

All you had to do was get their attention.

And then they’d follow through with opting in, showing up and then buying.

But now?

People have less energy.

Or rather they’re being more selective on how they’re using it.

Because there are too many choices.

Too much content to consume.

A to-do list that’s always too long.

So when you need people to jump through hoops to get your offer details… sometimes it's easier to just say no.

And the problem is, if you can’t get people to show up, you can’t sell to them.

One way to fix this is to reduce the friction points…

So instead of needing your prospect to…

Book a time…
Fill in forms…
Clear their calendar…
Remember to turn up…
Find a place to have the call…
Make sure their hair’s done…

…all we do is get people replying to emails/DMs…

Wherever they are… whenever they’re free…

Ask a few qualifying questions…

Then send over the deets in a doc.

Which allows us to enroll $3k+ clients easier and faster than the old ways.

All because this process allows your offer to get seen… and bought… without needing your prospects to jump through more hoops.

25/07/2025

You know what sucks? Not enough high ticket leads for your coaching program.

You know what sucks even more? Too many leads while quality goes down the drain.

If you’ve got an email list and you’ve tried to book calls, and make high ticket sales from it…

You’ve probably experienced one or both of these issues.

There’s a little strategy I’ve been using for a while now to modulate the volume and quality of leads coming from emails.

And it’s the strategy of long vs short emails.

You gotta mix these together in a cadence to maximise the effect.

This is because (in general, though not always the case)...

Short, direct emails high on dopamine and dream outcomes are better at generating demand. And therefore maximising lead volume.

When done right… and the list is nurtured… it’s not unusual to get 30-60+ replies from each email. Sometimes a lot more.

These are actual replies from people interested in working together.

They’re great to do throughout the month when you need leads. Or at the beginning of launches to kick things off.

Then when you have enough lead convos going, but want to filter down to increase the quality of your conversations…

Long emails will do that.

When these are more story driven or problem-focused, you’re able to get more specific and qualify leads better.

The more you qualify, the fewer leads you’ll get. But again, in general, lead quality should be higher.

This isn’t a do this OR that though.

You need both.

The mistake I see a lot of people make is focusing solely on long emails.

But when you sprinkle in a few short, dopamine-laced emails and you’ll hit a different ‘pocket’ of the audience…

Allowing you to increase the number of replies…

Qualify those conversations…

And then close them with an Invite Doc (or sales call if that’s your jam).

25/06/2025

Close $3k-$15k Deals Without Ever Getting On Another Sales Call

Joey here...

Sales calls drain time, energy, and freedom...

Most coaches and consultants spend endless hours glued to their calendars...

They always seemed like a 'necessary evil'. But you probably didn't start an online business just to spend your days on the phone?

I was a headhunter for 7 years and spent 4-6 hours on the phone every single day.

I know the pain. And I hated it.

And I knew I didn't want to run a business that required me on the phones all day.

The good news is... you don't need to be chained to your desk to make a lotta cash.

In fact there's a smart way to close $3k+ high-ticket deals using nothing but emails and DMs.

One coach generated $50,000 in a single day using just direct messages and a Google doc.

The system is beautifully simple...

One 130-word message floods your inbox with qualified conversations...

Five specific questions qualify the right prospects...

Then a short Invite Doc collects payment.

That's it.

No complex funnels...
No managing a sales team...
No juggling calendars...
No draining sales calls...

Just straightforward conversations that convert into $3,000-$15,000 sales.

Picture managing 5-10 conversations simultaneously from anywhere - the beach, golf course, or your favorite coffee spot...

All while maintaining full control of your schedule.

The system works for coaches and consultants across every niche - business, fitness, health, marketing...

As long as you have at least 1,000 leads or followers, you can implement this within 24 hours and start stacking the cash.

Right now, you can get the complete 64-page Conversation Domination system for just $12...

Inside, you'll find every template, framework, and conversation trigger needed to start closing high-ticket deals immediately.

Click below to access everything:

How To Ascend Your Leads And Buyers Into $3k-15k High Ticket Offers Through Email & DMs

11/06/2025

I taught my brother how to close big ticket offers in the DMs and last month he did $128,000 in sales.

He didn’t have any experience doing online stuff.

He didn’t have sales skills.

And doesn’t know much about marketing or AI (the offer he was selling).

Yet after just ~8 weeks of training he closed out a short month of February with 32 sales x $4,000. (Not all PIFs)

Now while he’s got some really good skills and a straight line process for taking someone from interested to paying client.

What really helped grease the sales slide and allow a newbie to make more sales than most high ticket closers is WHO he was selling to.

Buyers.

I’ve bashed my head against a wall and wasted months trying to ascend leads.

But when you know how to put together an awesome low ticket offer that adds 10, 50, 100+ buyers everyday and every week to your ecosystem… for free…

Along with a simple process to open conversations and ascend them to big ticket programs with a short Google doc…

Even someone like my brother with no sales skills and no experience doing online stuff can make a ton of sales without ever getting on the phone.

If you’re an expert who’s legit at what you do…

…there’s no reason why you can’t do the same, if not better than my brother?

All you need is the right process, breaking down each step.

And after building countless low ticket offers and selling millions in backend programs without sales calls…

I’ve finally put together this entire process from building & scaling low ticket offers, allowing you to acquiring customers for free…

…to filling up your $3k to $30k programs.

This includes the full system behind building what I’m calling a “Purpose-Driven Expert” business.

When you become a Purpose-Driven Expert…

You’ll never have to worry about “needing more leads” or “how do I get people on sales calls”…

Because you’ll have BUYERS entering your world on autopilot with a system to turn them into clients.

Which means you can focus on serving them and creating more impact…

All while generating more cash month over month…

…and most important of all…

…recouping & reallocating your time stuck on sales calls to hang with your fam, go on more holidays or anything you’d rather do.

Get the full system here: https://purposedrivenexperts.com/