. >> reporter: bill alverson, his job is to turn people into beauty queens, and he won't spare anyone's feelings while doing it. >> this isn't christmas. i'm not santa claus. we can't make a wish and it will happen. >> reporter: people pay $125 an hour to get a dose of bill. >> if you can face bill, you can face the toughest jobs. >> reporter: he's one of the most successful pageant coaches in america. his win streak includes the reigning miss america. and in fact, this year, he's coached six of the 53 women vying for the miss america title this sunday. his specialty, readying women for the interview competition. no amount of makeup can compensate for a contestant that doesn't know what they're talking about. remember this? >> i personally believe that americans are unable to do so because some people out there in our nation don't have that, and i believe that our education like in south africa and iraq, everywhere, such as -- >> reporter: he knows what it takes to win. >> clearly, the purpose wasn't for the drugs. >> reporter: he's a seasoned lawyer, facing judges and juries in alabama