SaaS Interviews with CEOs, Startups, Founders
You Won't Believe How He Makes $64k Per WEEK with Jordan Harbinger of Art of Charm Episode 20
29 Feb 2016
Chapter 1: What is the main focus of The Top podcast?
This is The Top, where I interview entrepreneurs who are number one or number two in their industry in terms of revenue or customer base. You'll learn how much revenue they're making, what their marketing funnel looks like, and how many customers they have. I'm now at $20,000 per top. Five and six million. He is hell-bent on global domination. We just broke our 100,000-unit soul mark.
And I'm your host, Nathan Latka. In the last episode, number 19, you heard from a CBS executive who rakes in $62 million a year, but then a payday popped out and he didn't know what to do. Okay, our guest today is Jordan Harbinger. Now, Jordan has been kidnapped twice and only survived because of his ability to talk in and out of any situation.
He now is the co-host of top-rated podcast, The Art of Charm, and runs a school that helps take ordinary guys and turn them into extraordinary men. Jordan, are you ready to take us to the top? I should be ready to take you to the top. Good. Good, good, good. Well, listen, before we jump in and get started, you're doing a bunch of stuff. You know what we're going to focus on in this episode.
Is there any piece of your bio that I missed that you think the listener should know?
I used to be a lawyer on Wall Street. That's probably less exciting than some of the other stuff in there, but you know. It just qualifies because I think a lot of people think, oh, you make money on the internet. Did you wake up on your mom's couch one day and decide you could teach people things and here we are? So I have other things going for me.
No, but honestly, I think that there's something to be said for the people who come from the real world versus people who just kind of decide to make money on the internet and then figure that out.
Not that one's better than the other, but there's definitely something that colors the way that I run the Art of Charm with my business partners that you don't see in online media where people are just kind of trying to figure it out.
I totally understand. So walk us through, from what we understand, the Art of Charm is a podcast and there is a live component to it. Talk to us about the live component.
Right. So we have a school in LA where we teach men networking skills. advanced social skills, not to be confused with remedial social skills. So our clients aren't the guys who tie their shoes together and have tape on their glasses. We get a lot of military special forces, intelligence agents, high end salespeople who sell really high ticket packages, you know, things that cost
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Chapter 2: Who is Jordan Harbinger and what is his background?
Yeah, it's a five-day... I guess mastermind's probably not the right word because in a mastermind, you kind of sit around talking a lot probably, whereas this is all hands-on. So we'll teach how to read nonverbal communication.
We change the way you sit, stand, walk, and talk, how you present yourself to be more charismatic, how to develop rapport with people, how to create connections, follow up with those connections, turn connections into relationships. We dig in, find out what sort of your limiting beliefs are and things like that. So it's mostly hands-on. And we also take you...
out during the day and at night to apply things with coaches in the real world so that it's not just like, okay, I've got this notebook full of good ideas to apply when I get back to Albuquerque. It's like, you know that you can do it. By the time you leave, the training wheels are off.
how do you you know i know you jordan but the listeners maybe don't know you as well as i do how do you differentiate art of charm from these people that are like used to be like hey come learn from me i can pick up any woman at any bar using this one word opener and this smile and this wink of my eye like how are you different that's totally that's that's funny because we still get a lot of people who are like oh i don't need this i'm married and i'm like
So what you're saying is you're in the most important relationship of your life and therefore you don't need relationship skills. And it's like, oh, touche. So this isn't about meeting and attracting women. A lot of guys come in for that, but 30% of our clients are married. It's not about dating. It's not about pickup artistry. Our focus is also on authenticity, right?
So it's literally the antithesis of the pickup artist movement where guys, the message is you're not good enough as you are. Here's a bunch of fake stuff that you should add to your personality to make you look appealing to the opposite sex.
Whereas what we do is we're more of a subtractive process where we say, Hey, listen, you know how you act with your friends and your family and how you're open and loose and funny. And they say, just be yourself. And you somehow can't do that when you're out with other people.
We're going to strip away the crap that you have, the baggage you've got, the weird things you think you have to be, do, say, or look like, whatever, in your regular life, and we'll let you actually be the authentic version of you with other people so that you feel comfortable in your own skin. So in many respects, it's literally the opposite of
of what the pickup artist guys do, only we deliver a very similar result, only it's better, more authentic. It's not going to make you hate yourself. It's not going to make other people dislike you. There's nothing to, quote unquote, get found out about. A lot of the guys in the sort of pickup artist world, their own parents don't know what their business is. That's inherently really sketchy.
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Chapter 3: What unique services does The Art of Charm offer?
So how many people so far this year, or maybe all last year, whatever you want to give, how many people, total customers, have you put through this five-day course?
Oh, well over a thousand. And the majority in the last probably two to three years, the vast majority, because of course, when we first started, we'd have four guys a month and be like, oh my gosh, this is great. And now it's like eight guys a week sold out six months in advance, can't figure out where to stack them.
And we're trying to figure out expansion as well as increasing the cost of service and the value that we deliver during the service. Because that's sort of one issue that you have is, yeah, people say, well, why do you only have the group this size? And the truth is because the value lies in us being able to really attack insecurities and sticking points on a very intimate level.
And so if we've got 30 guys in the room, it's too many, like a lot of training companies do. They're like, well, this Dale Carnegie course was only 2000 bucks and it was like eight weeks once a week. And it's like, yeah, but your instructor literally doesn't even know your name.
Yeah. So is it fair to say, again, you do your kind of pattern is eight guys. It's just guys.
It's just guys. The reason for that is because it's residential.
Yeah, I totally understand. So eight guys per week paying between $6,000 and $8,000 on the top side. So is it fair to say, and you're booked for the next six months, is it fair to say you're doing about $64,000 a week in revenue?
It's a little bit more because that's just the live program.
Okay, how else do you make money?
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Chapter 4: How does The Art of Charm differentiate itself from pickup artistry?
Nobody's going to care about that in three months. But if I interview you about your business, that information is still gold three years on.
Roger. Yep.
And so that's what we're creating at AOC. Nothing is dated. Nothing has current events tied to it to any significant degree. So there's people that are downloading stuff from us that are – these episodes are almost nine years old. And people are like, I just heard your episode with this. And I'm like, man, I recorded that in my basement in freaking graduate school. It's amazing.
It's unbelievable that people –
download those. So you mean you've hustled your way to this over the past like nine years. This was by no means an overnight success, but 64K a week is worth working nine years for. If you are loving this episode, you will love episode number eight, where we talk to the head of strategy at GoPro, responsible for taking them from $300,000 a year in sales to $300 million in sales.
And to celebrate the top tribe, I am giving you guys the chance to win a GoPro and my top three favorite business books. In order to win, simply text the word NATHAN to 33444. Again, N-A-T-H-A-N to 33444 for your chance to win hundreds of dollars in prizes every week. The first one is a GoPro and my favorite business books. We are getting close, Jordan, to my favorite part of the episode.
Do you know what time it is? Is it time for the Fabulous Five? Dude, okay, close. Okay, come on. Give it to me in your best radio voice. It's time for the Famous Five. Oh my gosh. Good, I want to use that. Okay, number one, Jordan.
What is your favorite business book? Well, it's not a business book, but it's How to Win Friends and Influence People. I think it's like an old school classic when it comes to how to treat other people and relationship selling.
Mm-hmm. Yeah, you can. That's a Carnegie one. So you kind of dissed Carnegie early on with the 2K courses. So the audience is wondering why is he recommending the book?
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