[0:00]This girl with her bedazzled Cullinan and her pink G-wagon is making millions of dollars a month. And if that doesn't piss you off, I'll tell you why it should.
[0:09]In January alone, Shelby Sapp made 4.9 million dollars. Do the maths on the spot. 4.9 million dollars in a single month when you extrapolate that over a full year, you're looking at roughly $60 million a year.
[0:23]Now, you might be saying, oh, she's just capping, she's just lying. But honestly, she's not. And I know this because she actually processes a lot of her payments through whoop.
[0:30]And since I'm a co-owner of the platform, I can attest to these backend numbers. So look, I'll be honest, I've never bought one of Shelby's program. I'm not even allowed to because I'm not a female.
[0:39]Although I've met her, she's an incredibly lovely individual. So look, this video isn't about her teachings or her trainings. I'm purely coming at this from a business operational standpoint.
[0:47]But from what I have seen, what she has built is genuinely impressive. So, I believe that Shelby deserves all of her flowers and so too does her team.
[0:55]But look, why should you care about this? What does this have to do with you? Well, I want to talk about the people in the shadows.
[1:01]Because while Shelby is making all of that money, there is someone operating entirely in the shadows who is making an absolute fortune. I've spoken to this individual personally.
[1:10]I'm not going to share any private numbers, anything that's not out publicly, that's not my place to discuss. But what I can tell you is that this person is making generational money.
[1:18]I'm talking about their kids, kids, kids, kids, kids, never need to work again, and that is from one creator without ever being on camera.
[1:24]And to be honest, from the outside looking in, you would not even know this person exists. That is how invisible they are in the operation. And once again, only the upmost respect for this individual.
[1:34]But you need to understand that that someone could be you. But before I get into what this person does, let's talk about the elephant in the room.
[1:40]Look, I think by now this is not a secret. People make insane money when they teach someone how to do something. Shelby got her career start actually doing sales.
[1:49]But how does she actually make her money these days? Is she going around doors, knocking from door-to-door? Of course not. She makes it by teaching people how to do high-ticket sales.
[1:57]The big money was never in doing the thing, it was in teaching the thing. That is how the information business works and it always has.
[2:04]And by the way, people get upset about it and go, oh, you're a course seller, blah, blah, this, that. It simply comes down to how much surface area are you reaching and how many lives are you impacting?
[2:13]Of course you're going to make more money making and selling knives than you do being the chef, or creating a global reaching culinary school than once again, just being an amazing chef.
[2:22]It's so funny because if a chef went on to create one of the top culinary schools in the world, no one would be upset about that. No one would go, well, why didn't you just keep being a chef and make money being a chef?
[2:32]It's like, well, it's because if I'm really good at teaching and I can impact tens of thousands or hundreds of thousands of people, and I can make millions and millions and millions of dollars, why not?
[2:40]I think this whole idea of like, oh, if you're so good at it, why are you teaching it? Well, why not? Well, anyways, look, that's beside the point, because the goal of this video is not for you to be the expert.
[2:51]There can only be a small select amount of experts. That's the truth of it. Not everyone is skilled enough to teach the thing and also a lot of people are skilled, but they just don't know how to teach.
[2:58]So you're not trying to be that. Here's what this means for you. You don't need to become an expert in anything or teach anyone about anything.
[3:04]The person behind Shelby, they didn't have to do any of that. All they did was find the expert, help them build a product or an offer and take the industry standard 30% of every dollar that came through the door.
[3:15]And by the way, that's not to say that this individual takes 30%. Once again, not my place to say, but clearly, they make millions and millions and millions of dollars a year from this operation.
[3:22]The role I'm referring to is what we call a growth operator. They are not the face of anything, they are not the expert, they operate completely behind the scenes, scales businesses quietly with no visible presence.
[3:34]The model they operate under has three tiers, okay? First, you start as a growth marketer, then you're a growth consultant and then eventually you are a growth operator.
[3:43]Growth marketer is where you start, okay? This is purely the marketing layer. Building the systems and sequences that turn a creator's audience into a solid revenue stream.
[3:52]And then from there, you graduate, you become a growth consultant. This is the next level. This is where you have like a lot more input in the offer, even direction on the product, just overall strategy, okay?
[4:01]Then you turn into a growth operator. This is like the top of the pyramid. These people have genuine stakes in the business. They take a bigger percentage of everything it generates.
[4:09]And this is where the person behind Shelby sits. These people have serious ownership and serious stakes in the business. Now you need to understand that no one starts at the top, and the good news is, you don't need to, okay?
[4:20]Now, as we go through some rough notes I put together for this video, for 90% of you watching this, you just want the high level, okay?
[4:27]You want to understand the model, you want to see what's possible, you want to know what you need to do to get started. And then for 10% of you who are nerds like me and the team, the mirror board in the description has every technical detail mapped out for you.
[4:38]For those of you guys who are like hardcore marketers and like to see how everything works together, and hardcore operators, especially for those of you guys that run agencies and want something that's a little bit more scalable for 2026, and something where you can genuinely make millions and millions of dollars just from one client or one creator, make sure you go check out that mirror.
[4:55]I keep it very real with you guys on this channel. I have not gone out of my way to put the mirror together. My team does it after I shoot this video. They spend like 5 hours on this thing and honestly, it's genuinely valuable, so check it out.
[5:04]Free in the description, no opt-in or anything funny like that. Anyways, what was I saying? Yes, back to my point. In today's video, I'm going to break down the operation behind Shelby Sapp layer by layer.
[5:13]And also you need to remember, whilst I'm showing you what it's like at the top level, I'm also going to show you what it looks like at like 1% of this, okay? Which is what actually matters when you're first starting out.
[5:24]Because look, I'm going to be honest with you, most of you watching this are not trying to build a $60 million a year operation. You're trying to build a life you actually want.
[5:30]You don't need anywhere near that. You just need 1%. Shelby is sitting at the top echelon, okay?
[5:36]That is years of refinement, a full team, a growth operator who's worked their way up through every tier of this model. And none of that is where you start.
[5:43]You just need to find a creator capable of doing 1% of that, okay? $600,000 a year in sales. You take industry average 30% of what comes through the door and you're already looking at over $150,000 a year.
[5:56]Just from one creator. And once again, that's without ever being on camera, without being an expert in anything. That is more than enough to walk away from whatever you're doing right now and never look back.
[6:04]Now, before we get into it, you need to understand, this is actually super simple. This entire model is very simple. It's really just three components.
[6:12]You have traffic, you have offer and you have conversion. I've been doing this for 10 years, first running an agency, helping people do this, then doing this myself, then being a co-owner in the infrastructure layer for this business.
[6:21]And I can tell you, most people overcomplicate it. It really just has three components. And what's cool is that two of the three components, you're not really responsible for at all.
[6:31]I'll give you an example so that way you can kind of understand. Imagine Saudi Arabia back in the 1930s, okay?
[6:36]This country is sitting on one of the largest oil reserves in the world. This is a real life infinite money glitch, okay? It is just sitting there underneath the ground.
[6:45]But they did not have the tools or the expertise to get it out themselves. So, American companies came in, they brought the equipment, they brought the geologists, they did the work, and they took a very hefty percentage of everything that was extracted.
[6:59]Everyone got paid massively. And it's such a similar story to what's going on right now with this model.
[7:03]There are so many creators out there literally sitting on infinite money glitches, an audience that knows them, trusts them, and would buy from them, but they're too busy creating content to figure out how to monetize it properly.
[7:15]You are the person who comes in with the tools and knows how to extract that value. And you take a percentage of everything that comes through the door.
[7:23]Traffic is already there. The creator built it. The offer is something you facilitate. The creator is the expert, you just help package it.
[7:31]The conversion mechanism is where you actually come in and do your thing. So taking this all back to traffic.
[7:38]Now, every single dollar that Shelby makes starts with one thing. Traffic, okay? People finding her, following her, watching her, trusting her, without that, nothing else works.
[7:47]And she is an absolute badass at it. If you ever watch her content, it's like just so perfect for her target market.
[7:54]Now, I will say before I go ahead and dive a little deeper into this, this is actually one of the three components that you as the growth marketer are not responsible for, okay?
[8:01]The creator has already done the hard work of building the audience. So, to be honest, if you want to skip this section, you can because it's not really relevant to you.
[8:08]But I thought I'd mention it, so if you want, stick around and see what this looks like at the highest level. Shelby at the moment is running organic content across Instagram, TikTok, and YouTube, but Instagram is doing most of the heavy lifting here, so that's the one I'm actually going to focus on.
[8:20]Now, on Instagram, she has two accounts, okay? And they're completely separate accounts doing very different jobs. First is the business account. By the time someone finds their way there, they already know who Shelby is, okay?
[8:31]That account exists purely to push warm people over the edge into a buying decision. Then there's her personal account and this is where the relationship gets built, where people go from strangers to fan.
[8:41]On the personal account, she uses the same principles of psychology that the best marketers in the world have been using for decades, simply applied to content.
[8:50]And it really comes down to four content types, viral, lifestyle, authenticity, and value. Viral, gets her in front of strangers who've never heard of her, lifestyle builds aspiration.
[8:59]People look at her life and they want what she has. Authenticity makes her human and closes the distance that aspiration creates. Value builds trust.
[9:05]It proves she actually knows what she's talking about. And underneath the stories, the highlights, the pinned post, all of it is structured by the growth operator behind the scenes.
[9:17]All of this exists for one reason, to move people towards something to buy. That's it. That is the entire job of traffic.
[9:23]And at Shelby's level, building and maintaining that machine is a serious operation. You're not Shelby, okay? And you're not trying to be.
[9:30]When you're starting out as a growth marketer, you're not going to need 99% of this. The creator you are working with has already done the hard part. They have built an audience, they've built trust.
[9:41]They have people watching their stories every single day. And I can tell you for a fact, inside of up level, we teach our clients to use the exact same psychological mechanisms that Shelby uses just at a much smaller scale.
[9:51]And I can also tell you that these days, doing that is so much easier than it used to be. With specialized AI, it actually generates the specific story sequences for you.
[9:59]Sequences built on those same psychological principles designed to bring forth all of the right feelings inside of someone and tee them up to get ready to buy.
[10:09]Your job at this stage is not to build a traffic machine from scratch. You just take the traffic that already exists, run it through a sequence that primes them and points them towards the offer.
[10:20]And that brings us on to the next step, the offer. So, what is the offer? At Shelby's level, it is the She Sells Academy, the largest high ticket sales training for women in the world.
[10:29]It is a full coaching program, teaching women how to get into remote closing and build careers in high ticket sales. And on top of that, there's also a software built around the program to actually help students implement what they're learning.
[10:40]This is a sophisticated, fully built out offer that has been developed and refined over years, supported by a full sales team, a webinar funnel, a whole operation.
[10:50]And you need to understand, this didn't happen overnight and you're not going to be building anything close to this when you're first starting out. But again, you don't need to.
[10:57]You just need something worth selling to an audience that already trusts the creator. And at the 1% level, this is actually much easier than you might think.
[11:05]The easiest place to start is a coaching offer, either one-on-one or group coaching. The creator is already the expert, they already have an audience asking them questions every single day.
[11:15]You're not inventing anything, okay? In fact, most of our clients inside of up level focus far more on the marketing than they do on the product. And that's by design.
[11:23]The creator delivers the coaching. Meanwhile, you handle the marketing. That's really the split of responsibility. Think about what that actually means.
[11:29]You are taking a percentage of profit from a product that you barely had to build, selling it to an audience you never had to grow, in a niche you do not need to know anything about.
[11:38]Like honestly, it still amazes me the world that we live in, okay? It amazes me how simple it is to make money today, compared to how much harder it was back when I was running this model.
[11:48]But anyways, I'm getting a little too excited here. Look, the reason that the split works is because the creator has the expertise and the relationship with the audience.
[11:57]Your value is in knowing how to take that and turn it into revenue. But even if you were to be involved in putting the products together, we are living in 2026 and there is specialized AI that does all the heavy lifting for you.
[12:07]It can take everything the creator has ever said online and package it into a product outline for you, whether that's low ticket, mid-ticket, high ticket.
[12:14]You need to understand, the creator has everything you need. Every video, every post, every piece of content, AI can then take that, synthesize it, structure it, and you just hand it over.
[12:24]And by the way, just a quick note, I encourage you to go higher ticket wherever possible. You need far fewer sales to make serious money. Just one high ticket sale is worth 10 low ticket ones with the same amount of effort on your end.
[12:35]All right, look, so we've covered two of the three components. And most of that is stuff that you're not really going to be focused on.
[12:41]The first component is traffic and once again, the creator already has an audience that trusts them, so that's taken care of. Component two is the offer, and your 1% version of that is very simple.
[12:51]You have a chat about it, but you're not the expert, so you're not the one creating it. They create it, done. So, the only thing left is the one component where you actually come in and do your thing, that's the conversion mechanism.
[13:01]This is my favorite part of the whole process because this is where the money is actually made. Now, at Shelby's level, the conversion mechanism is a full webinar funnel.
[13:10]And look, like I mentioned at the start, for the 10% of you that really want to see every layer of this broken down in detail, and you're a freaking geek and a nerd like me and my team.
[13:20]I've told them, make you guys a mirror board, it's going to be in the description. And if you're a marketing nerd like me, please go for it. Once again, especially if you're an agency because oh my God, our up-level clients, the ones that are existing agency owners, when we help them pivot this from running a traditional agency, they make so much money.
[13:35]It's actually nauseating. But anyways, back to my point, I'm going to try to not go too technical here, okay? I'll leave that for the team to do with the mirror board.
[13:42]To break it down, quite simply, someone sees your content, or sometimes an ad. They click on a link, they land on a registration page, and from that moment, an email sequence starts running that does not stop until the webinar goes live.
[13:54]The entire purpose of that sequence is to ensure that people who register actually show up to the webinar. In short, the more people that show up, the better it is going to do.
[14:04]Once they actually show up, those multi-decade long marketing principles, well, they come into play. And this is more than just a presentation.
[14:10]It is a whole psychological journey that has been created specifically to move someone from curious to ready to buy. And at the end of that webinar, they fill out an application form, they book a call, and they get closed by a sales rep who has been through the program themselves.
[14:27]Now, by the way, psychologically, that's very smart, okay? You cannot get more proof of concept than getting closed by someone on a high ticket offer that went through a program, teaching you how to close deals on a high ticket offer.
[14:38]So, once again, hats off to them, it is a very elegant sales argument. Now, every single step of that journey has been engineered.
[14:46]It is sophisticated, it is refined, and it has a full team behind it, as it should do. It's pacing to be a $60 million operation this year.
[14:52]But for you, just like we saw with the traffic layer, where the same psychological principles that Shelby uses can be applied at a much smaller scale, the same here can be said about the conversion mechanism, okay?
[15:03]You're not trying to run a $60 million operation. You just need 1% of that. But you can still take the principles, the desire, the trust, the anticipation, the moment of decision. All of that still needs to happen.
[15:13]Now, you simply just don't need a webinar and a sales team to make it happen. You need something that the creator is already doing every single day, okay?
[15:21]This is very low friction. The conversion mechanism at the 1% level, aka the beginner level, is the 14-day story sequence.
[15:26]Now, inside of up level, we give our clients 17 different launch strategies for them to choose from. By the way, webinar is one of them. But the one we always recommend starting with is the 14-day Instagram story sequence.
[15:38]And there is a very good reason for that. The creator is already posting stories every single day. Their audience is already watching.
[15:44]You are not asking them to do anything new. You are just giving them a sequence to follow, a sequence which is built for you using specialized AI.
[15:53]And that sequence is built on the same psychological principles that the world's best marketers have been using for decades, simply delivered through a channel that the creator already owns.
[16:04]And it breaks down into three phases. Phase one is the warm up. This is days 1 to 3. This is where you create curiosity, you get the audience leaning in and you start activating the triggers that make people want to buy.
[16:14]Phase two is value delivery. These are day 4 to 9. And this is where the creator delivers real value, builds authority and lets the audience see exactly why what is coming is worth paying for.
[16:24]Then phase three, open cart, this is day 10 to 14. And this is where the product goes live and the sales start coming in. The best part is how simply you put this together, okay?
[16:34]Look, I'll be honest, this entire model, everything I'm talking about here. If you ask me, hey, should I do this 5 years ago, I was go, no. You know how long it took me to learn all this stuff and how much practice I had to have with clients?
[16:45]Luckily, we're living in 2026 and AI can generate the content for each day. The creator can post it, you track the sales in the background. Now, luckily for you, we're living in 2026 where AI can generate pretty much all the content.
[16:56]Specialized AI creates the sequences, the creator posted because they're already posting on their Instagram stories every single day, and voila. Now, that is by far the easiest way to launch.
[17:04]So if we zoom out, we covered a lot, okay? There are three components to this entire model. I feel like I've said that a lot in this video, but it's important.
[17:11]Traffic, which the creator already has, okay? They built the audience. Your job is simply to take the audience they have and direct it. You have the offer, which is very easy because the creator is already the expert.
[17:21]Okay, you basically just take their expertise, put a nice little bow on it, and that's it. Then you have the conversion mechanism and the creator is already posting on their Instagram stories.
[17:29]The 14-day Instagram story sequence is the easiest way to launch. Your job is to give them the sequence that turns those stories into sales.
[17:34]Each one of those components runs on the same psychological principles that have been used for decades and honestly, probably even hundreds of years. And we live in a very fortunate world where the specialized AI has done most of the heavy lifting already.
[17:45]And fortunately for you, you don't need to be some obsessed, nerd, workaholic, like Shelby's growth operator, or like I am.
[17:52]People that have been doing this for years and years and years. Now, are you ever going to have an operation as big as Shelby's, or as big as mine?
[17:57]No, of course not because we're obsessed with this. But if you could have 1%, that's still hundreds and hundreds and hundreds of thousands of dollars a year.
[18:03]And by the way, you can start as a growth marketer and work your way up through the ladder. So, please just remember that, Shelby's operation is on pace to do $60 million this year.
[18:10]You do not need that. You just need a creator doing 1% of that, $600,000 a year. You take the industry standard 30% of what comes through the door and you are already looking at over $100,000 a year.
[18:22]That's from one creator, without ever being on camera, without being an expert in anything, without teaching anyone or being a guru or an expert. That is what a growth operator does and that is the position that's wide open right now.
[18:33]So, look, if you want to know exactly how to get started, how to find the right creators, how to approach them, how to build your first version of this, that is exactly what we help our clients do inside of up level.
[18:42]And by the way, you get one-on-one help from a dedicated consultant that works for my company, consulting.com. These are not outsourced, these are not some random ass coaches, these are people that have been working alongside me for years.
[18:52]They have been a part of the top operation of this space. They know better than anyone else how this stuff works. And that's why some of our client results that I'm putting on screen here are so insane.
[19:00]You're not a customer to us, you're not a student, you're one of our clients and we take that very seriously. And by the way, you also get insane software, insane proprietary tools that we created internally just for us and our launchers and our events.
[19:11]So look, if you'd like to become one of our clients, the link is below, takes two minutes, fill out the application, and as always, I'm watching from afar, and I'm rooting for you.
