Key topics & takeaways

• Front-end offer pricing: Price by touch-points (hands-off vs semi-personalised vs personalised) and anchor near your core offer to reduce conversion friction.

• Cost control near VAT threshold: Audit fixed vs non-fixed costs; weigh each item’s ROI and time saved. Decide whether to absorb, pass on, or phase VAT via planned price lifts.

• Measuring social media: Prioritise conversations and intent signals (DMs, replies, saves, shares, profile taps) over vanity likes. Enjoyment matters for consistency.

• Lead magnet success: Two lenses—(1) metrics versus target (downloads, list growth, conversions) and (2) did it energise you? Usually it’s the positioning and volume of promo, not the asset, that needs work.

• What to make next: Don’t reinvent; productise what you already coach. Turn your last 5–7 client fixes into a checklist, 5-min video, or mini accountability plan.

• Posting twice a week: Favour reels for reach and connection; use Stories for context and personality. Add clear CTAs to longer-form value (email list, podcast, lead magnet).

  
  

  Timestamps;

• 00:01 Intro — “PTMA Radio Breakfast Show” vibes

• 00:45 Hyrox judging saga: the white line, the ankle grab, and penalties

• 02:13 Q1: How to price a front-end offer? (touch-points & anchoring to core offer)

• 04:06 Sky’s caution: don’t undervalue your core by over-delivering cheaply

• 04:45 Q2: Where to cut costs to improve profit / stay under VAT threshold?

• 05:27 Fixed vs non-fixed costs; ROI vs time trade-offs

• 07:52 VAT options: absorb, pass on, or phase price increases

• 09:28 Half-term chaos + travel chat: Australia, New Zealand, Japan

• 10:59 “When is Ant’s cookbook going live?” (pamphlets, Christmas tree campaigns)

• 12:24 Q3: How do you gauge social media success? (conversations > likes)

• 15:24 Sky: some “low-metric” posts start the best DMs; enjoyment matters

• 17:28 Q4: How to assess a lead magnet — tweak, repeat, or bin?

• 21:02 Nik: it’s usually the marketing, not the magnet

• 22:35 Ant’s example: move the CTA up, increase mentions → downloads double

• 23:40 Q5: What should my next lead magnet be? (mine your current coaching)

• 26:20 Q6: Two posts a week — reels or carousels? (reels, then Stories context)

• 29:44 Ant’s “14-page” content confession

• 30:42 Quick-fire: dream podcast guests (Ilona Maher, Ross Edgley)

• 33:08 UFC chat: eye poke controversy, intent vs tactic

• 36:39 Boxing shout, “PTMA Fight Review” idea, playful outro

• 37:06 Sign-off