VIDEO
TITLE: Only Talk About What You’ve Actually Done
URL: https://youtu.be/0NK_YwwhEeA
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/0NK_YwwhEeA?t=0 || Only Talk About What You’ve Actually Done
It's I think it's being it's being really honest with yourself about you know we have the investors circle of competence right I think there's a content circle of competence that you have to know if it's not in this circle I shouldn't talk about it and that's not because of brand and that's not because of any of the

[0:16] YouTube https://youtu.be/0NK_YwwhEeA?t=9 || Only Talk About What You’ve Actually Done
fancy stuff it's just because you don't know it and like anything that you have to add that's outside of the circle of competence will often be a generalization that you heard from someone else and if it's a generalization from someone else then that's their opinion and not yours And so we want first principles, first

[0:32] YouTube https://youtu.be/0NK_YwwhEeA?t=25 || Only Talk About What You’ve Actually Done
experience type content. And so n equals one, right? Or one of zero content as we say. Um, and that's the litmus test is like it in that is it is it something we know from experience. And I I had this video I think the the the long that I had right before this was my explanation of how to get to 10 million plus a

[0:48] YouTube https://youtu.be/0NK_YwwhEeA?t=41 || Only Talk About What You’ve Actually Done
month. Um, and I talked about I was like, and I think this is how we get to 100 million a month. Um, I don't know that because I haven't been there yet, but I'm This is my current plan of how to get there. And somebody commented something. I can't remember what it was, but it's something like, uh, well, you have no idea. I can

[1:04] YouTube https://youtu.be/0NK_YwwhEeA?t=57 || Only Talk About What You’ve Actually Done
I can coach you on it, like whatever, right? Um, but the thing is is like it I will only talk about retrospect, right? Like I will only talk about things that I have done because I can speak confidently on them. And if someone says gym launch wasn't a company, it doesn't bother me because it's it's like saying

[1:21] YouTube https://youtu.be/0NK_YwwhEeA?t=74 || Only Talk About What You’ve Actually Done
like you didn't have oatmeal for breakfast. I'm like, I mean, I did. So, okay. And that's that's what in my opinion has allowed me to not suffer from the the many inevitable, you know, comments, whatever you get from the the the masses of people who don't know you. Um because if someone says, "Hey, Alex, you're

[1:39] YouTube https://youtu.be/0NK_YwwhEeA?t=92 || Only Talk About What You’ve Actually Done
short." I know that's not true. And so, it doesn't it doesn't hit me. The only ones that hurt are the ones that you feel like have an element of truth. And so, if there's an element of truth, it means that I probably stepped out of my circle of competence. And I think getting stung outside of my circle has

[1:56] YouTube https://youtu.be/0NK_YwwhEeA?t=109 || Only Talk About What You’ve Actually Done
really taught me, at least for me, to stay in my world of like these are the few things that I know and that is what I'll talk real quick. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling road map, which is

[2:10] YouTube https://youtu.be/0NK_YwwhEeA?t=123 || Only Talk About What You’ve Actually Done
basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business

[2:24] YouTube https://youtu.be/0NK_YwwhEeA?t=137 || Only Talk About What You’ve Actually Done
information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with

[2:38] YouTube https://youtu.be/0NK_YwwhEeA?t=151 || Only Talk About What You’ve Actually Done
it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just

[2:51] YouTube https://youtu.be/0NK_YwwhEeA?t=164 || Only Talk About What You’ve Actually Done
book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Stack Skills
URL: https://youtu.be/27th6_5b-Y8
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/27th6_5b-Y8?t=0 || How to Stack Skills
Have you ever heard of the concept of skill stacking where it's like, "All right, I'm never going to be in the top 1%, but I can be in the top 5% in five different areas that overlap." What do you think about that? I'm a a a hardcore uh advocate. So, I won my my number one YouTube video of all time that interesting.

[0:16] YouTube https://youtu.be/27th6_5b-Y8?t=9 || How to Stack Skills
I I I got that from uh Scott Adams, but it makes sense that you also had that. I probably also watched it during my binge and uh planted it in my notes. It's so important because what happens is this is kind of like we were saying earlier where the more skills you have, the more opportunities you can see. And so that's

[0:32] YouTube https://youtu.be/27th6_5b-Y8?t=25 || How to Stack Skills
where these disperate skills can connect and then you can see kind of through lines where no one else can see them because if you only know how to do one thing, it's it's very limited in terms of number of things you can do. But if you're very good at, you know, math at the beginning and then it turns into,

[0:44] YouTube https://youtu.be/27th6_5b-Y8?t=37 || How to Stack Skills
okay, well, I'm good. I learned how to bookkeep and then I learned how to do accounting and then you learn how to do insurance, then you learn how to do tax, then you learn how to do M\&A, all of a sudden that stack together becomes unbelievably valuable. And so, but if you just learn, and this is where I

[0:55] YouTube https://youtu.be/27th6_5b-Y8?t=48 || How to Stack Skills
think it gets interesting is that you want to learn skills that are complimentary. Um, now in retrospect, you know, Steve Jobs is like, "Okay, well, I learned calligraphy and it turned into the fonts, you know, for Mac." I would say, you know, the secondary question is, would Mac have been successful if it

[1:09] YouTube https://youtu.be/27th6_5b-Y8?t=62 || How to Stack Skills
didn't have fonts? I I was just going to say, I don't think the the iPhone is a result of him knowing what sans sif means. Yeah. Um, but what people don't know is that he studied he was super into computers and super into hardware from the time he was a child. And so um learning skills now if we learned more about supply

[1:24] YouTube https://youtu.be/27th6_5b-Y8?t=77 || How to Stack Skills
chain that would probably be beneficial for that business right and so learning those uh you know now there are some generalizable skills they'll apply to just about any business because there's the core product and you want to learn as much as you can about whatever that core skill or core thing that you're

[1:36] YouTube https://youtu.be/27th6_5b-Y8?t=89 || How to Stack Skills
building is but then there's all the things that will always be true for every business and so this is kind of what I would consider the difference between learning the game of business versus the product itself which is probably if anything if you look across all the different businesses that exist

[1:46] YouTube https://youtu.be/27th6_5b-Y8?t=99 || How to Stack Skills
the product's really the only differentiator the rest of it's the same you're going to have marketing or sales Those are like you're going to have HR, you're going to have legal, you're going to have financing. All these functions are there. And so you can guarantee that you have to learn all those things if

[1:56] YouTube https://youtu.be/27th6_5b-Y8?t=109 || How to Stack Skills
you want to get in the game. Right? Now, which one do you start with? You're not going to start with finance because you have no money to count. Yeah, good point. Right. So, it's like we have to start these things in sequence. And so, typically, it's going to be um either you decide to learn the business from

[2:07] YouTube https://youtu.be/27th6_5b-Y8?t=120 || How to Stack Skills
the outside in or you learn from the inside out. So, what that means is like, okay, I have to learn how to promote. I have to let people know about stuff. I have to learn how to get them to give me money. So, I have to learn how to sell. Um, and that's kind of like if you just know those two things, if you literally

[2:19] YouTube https://youtu.be/27th6_5b-Y8?t=132 || How to Stack Skills
only know how to promote and know how to sell, you will be able to feature yourself for the rest of your life. If you just know those two things. Now, from the product side, it's like, okay, well, I can build this thing and then I'll have to learn how to market and sell it. You can you can go either

[2:31] YouTube https://youtu.be/27th6_5b-Y8?t=144 || How to Stack Skills
direction. Um, but at the end of the day, you will have to do all those three things um at a large enough level uh sorry, at a deep enough level in order to get that first dollar across. And that's like those are the the core deficiencies that that people who are getting into business struggle from.

[2:45] YouTube https://youtu.be/27th6_5b-Y8?t=158 || How to Stack Skills
Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went

[3:00] YouTube https://youtu.be/27th6_5b-Y8?t=173 || How to Stack Skills
through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the

[3:13] YouTube https://youtu.be/27th6_5b-Y8?t=186 || How to Stack Skills
business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap,

[3:26] YouTube https://youtu.be/27th6_5b-Y8?t=199 || How to Stack Skills
plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you

[3:40] YouTube https://youtu.be/27th6_5b-Y8?t=213 || How to Stack Skills
out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Find the Customers Who Value What You Do the Most
URL: https://youtu.be/2KUCKAH0n7M
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/2KUCKAH0n7M?t=0 || How to Find the Customers Who Value What You Do the Most
biggest debt all of us pay is ignorance. And so I I heard this close at this pitch years ago and this guy got on stage and he and he was like, "Hey ma'am." He was like, "How much do you make?" She was like, "$50,000." So he wrote $50,000 on the whiteboard. And then he wrote a million dollars on top of the $50,000. And he subtracted it and

[0:18] YouTube https://youtu.be/2KUCKAH0n7M?t=11 || How to Find the Customers Who Value What You Do the Most
said $950,000. He said, "You pay life $950,000 every single year for not knowing how to make a million dollars a year." And it was a crazy concept. He was using it to close the audience. But I like the most expensive thing that all of us are paying for is the information that we don't know. And that's like both

[0:35] YouTube https://youtu.be/2KUCKAH0n7M?t=28 || How to Find the Customers Who Value What You Do the Most
frightening and also incredibly exciting because like fish in the best ponds, right? Like a good fisherman knows where to fish and everybody can put a hook and a and a thing and stick it over the water, but like the best fisherman know where and when, etc. And that's exactly the story that you said is like I had the hook and

[0:52] YouTube https://youtu.be/2KUCKAH0n7M?t=45 || How to Find the Customers Who Value What You Do the Most
I had the the reel and all that stuff, but like I went to where the be where the best fishing was. And like to me that's skill. Same work, same amount of time, same rod, more zeros. One of the things in the first book is like you want to like sell better customers. So if you want to sell better customers.

[1:10] YouTube https://youtu.be/2KUCKAH0n7M?t=63 || How to Find the Customers Who Value What You Do the Most
Yeah. Like the it's the exact same thing you just said, which is like if I were to do CRO work, so conversion rate optimization for a website that's e-commerce, and I work for a store that's doing a million dollars a year, and I say, "Cool, I'm able to increase your conversion rate site by 20%." Okay,

[1:24] YouTube https://youtu.be/2KUCKAH0n7M?t=77 || How to Find the Customers Who Value What You Do the Most
cool. So now that's doing $1.2 $22 million a year. I made $200,000 in value and maybe I can get 10% of that. I get 20 grand. Okay, cool. I do the same work to a business doing $100 million a year. I make them $20 million from my 20% bump and I get 10% of that and I make $2 million. 20,000 2 million 100x same work to your

[1:46] YouTube https://youtu.be/2KUCKAH0n7M?t=99 || How to Find the Customers Who Value What You Do the Most
point. And to me that's skill like to know that simple simple fact like I had this tweet that went super viral which was uh solve rich people problems they pay better lot of controversy around that um but it's true and so find the people and a different way of saying it is find the people who value what you have the most

[2:10] YouTube https://youtu.be/2KUCKAH0n7M?t=123 || How to Find the Customers Who Value What You Do the Most
and I'm sure you've heard this have you heard the story of the the father and the son with the car? No. Okay. So maybe I have, but I'm not sure if that's enough detail. It's good. It's good. So there's there's a father who gifts his son an old beat up car and he says, you know, hey, I don't know if it drives or not, but you

[2:26] YouTube https://youtu.be/2KUCKAH0n7M?t=139 || How to Find the Customers Who Value What You Do the Most
can take it down to the um the dealership down the street, see if you can trade and get some money. He was like, okay. So he goes down the street, goes to the dealership, they say, "We'll give you a,000 bucks for it." And he come, you know, hears him out, comes back home. He's like, "Dad, they said,

[2:40] YouTube https://youtu.be/2KUCKAH0n7M?t=153 || How to Find the Customers Who Value What You Do the Most
"Give me a,000 bucks." He's like, "Okay." Okay. He's like, "Go to the impound yard where they, you know, break the cars up just for metal." He's like, "See what they'll give you." Goes there and, uh, the guy's like, "Uh, I don't know. This might be 500 bucks of metal." Kid like, you know, comes back home.

[2:53] YouTube https://youtu.be/2KUCKAH0n7M?t=166 || How to Find the Customers Who Value What You Do the Most
He's like, "Dad, you know, he said it was going to be $500." He's like, "Okay." He's like, "Hey, go down the street to that uh that antique uh dealership, see if they've got anything that used car lot." He was like, "Okay." So, he goes down there, talks to the guy, comes back home super excited. He's

[3:08] YouTube https://youtu.be/2KUCKAH0n7M?t=181 || How to Find the Customers Who Value What You Do the Most
like, "Dad, you won't believe it." He's like, "This is a historic car. There's only like 10 of them left." He's like, "It's worth $100,000." And so the father smiles and he's like, "And the lesson I want you to know is that it's not necessarily who you are, but the people that value you the most." And so you can talk to different people

[3:27] YouTube https://youtu.be/2KUCKAH0n7M?t=200 || How to Find the Customers Who Value What You Do the Most
and go to the people who value you. And I just I I love that story because from a it's a hu it's a huge business story in terms of like sell the where the fish are, where the big fish are. like if you if you're going to go hook fish, go to go where the whales are. Um it takes the same work, but a lot of it's just belief. People don't

[3:42] YouTube https://youtu.be/2KUCKAH0n7M?t=215 || How to Find the Customers Who Value What You Do the Most
think it's possible. And so a lot of times you have to just keep leveling up and you sell your first $10,000 thing, you sell your first $100,000 thing, sell your first multi-million dollar package, you realize it's the exact same thing. It's just so maybe if I'm list if anybody's listening right now, it is the

[3:56] YouTube https://youtu.be/2KUCKAH0n7M?t=229 || How to Find the Customers Who Value What You Do the Most
same thing. It's the exact same thing. And sometimes it's easier. It's normally easier. Like, you know, you've seen that meme that says like, uh, so what exactly am I going to be getting for this $50 thing, right? And then it's like, uh, $50,000 clients like wire sent yesterday. Like, what do you else do you

[4:13] YouTube https://youtu.be/2KUCKAH0n7M?t=246 || How to Find the Customers Who Value What You Do the Most
need? Like, it's and that's totally true. Um, but I think there's a skill in understanding where to fish. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200

[4:28] YouTube https://youtu.be/2KUCKAH0n7M?t=261 || How to Find the Customers Who Value What You Do the Most
hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're

[4:43] YouTube https://youtu.be/2KUCKAH0n7M?t=276 || How to Find the Customers Who Value What You Do the Most
at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to

[4:57] YouTube https://youtu.be/2KUCKAH0n7M?t=290 || How to Find the Customers Who Value What You Do the Most
give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will

[5:11] YouTube https://youtu.be/2KUCKAH0n7M?t=304 || How to Find the Customers Who Value What You Do the Most
look into business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Take 100 Primary Actions to Reach Your Goal
URL: https://youtu.be/2hhSDE9JoAg
PRIMARY_TOPIC: content
TOPICS: content, leads, cold-outreach, content, productivity

[0:00] YouTube https://youtu.be/2hhSDE9JoAg?t=0 || How to Take 100 Primary Actions to Reach Your Goal
I talk about this thing in my book called the rule of 100. And so I'm just going to close on something tactical. I already gave you the learning thing, which is if you don't do anything different when you go back to the same condition, you've learned nothing. And that's probably not what you want, which

[0:11] YouTube https://youtu.be/2hhSDE9JoAg?t=4 || How to Take 100 Primary Actions to Reach Your Goal
means you probably should change your behavior. The rule of 100 is pretty simple. Um, you do 100 primary actions every day until you get to your goal. And the the hard part is figuring out what the 100 primary actions are. And so those 100 primary actions if you're in a business is probably going to be some

[0:34] YouTube https://youtu.be/2hhSDE9JoAg?t=27 || How to Take 100 Primary Actions to Reach Your Goal
level of promotion. And that might be promotion to get an employee. Like you can use this stuff to get customers, you can use it to get employees, you can use it to get affiliates, you can use it to get influencers, you can use to get agency, whatever it is. But set a timer. Kitchen timer works. Five

[0:49] YouTube https://youtu.be/2hhSDE9JoAg?t=42 || How to Take 100 Primary Actions to Reach Your Goal
bucks. And do the 100 reachouts. Do the 100 minutes of content. spend $100 a day on ads, whatever it is. Um, and start your day with that. And if you ever look away to your phone or you go to get a drink of water, you go to the bathroom, like, pause the timer and see how long it actually takes you to do it.

[1:11] YouTube https://youtu.be/2hhSDE9JoAg?t=64 || How to Take 100 Primary Actions to Reach Your Goal
Because I found that a lot of times my fear around doing some of this stuff is it makes it feel I think this is a Leila quote that she says, but it's like fear is a a mile wide, an inch deep. And so it looks like it's an ocean, but you take a step into it and you realize it's really shallow. And so we have these

[1:30] YouTube https://youtu.be/2hhSDE9JoAg?t=83 || How to Take 100 Primary Actions to Reach Your Goal
fear of rejection, fear of making content, of making the post of whatever it is for a bad comment. But when I started quantifying things based on the amount of time that it was going to take to do whatever that action was, then it's like, all right, my 100 is going to take me 2 hours and 15 minutes or it's

[1:46] YouTube https://youtu.be/2hhSDE9JoAg?t=99 || How to Take 100 Primary Actions to Reach Your Goal
going to take me 3 hours and 12 minutes on average. All right, it's 7. All right, I'll be done at 10:15. And then you just crank the timer. you start. And so a lot of times there's been a lot of, you know, recently and I I like to speak out against it. Um, a lot of woo woo around these extended morning routines

[2:04] YouTube https://youtu.be/2hhSDE9JoAg?t=117 || How to Take 100 Primary Actions to Reach Your Goal
and things where people like have to prepare to work. They masturbate about the idea of working. And I'll tell you, the best morning routine is the one that gets you to work fastest. And so like the work needs doing and the faster that you start the faster it will be done. And so everything that I do before that

[2:31] YouTube https://youtu.be/2hhSDE9JoAg?t=144 || How to Take 100 Primary Actions to Reach Your Goal
moment is just actually elongating that time. And so if it if I'm it's 7:00 now it's like well if I do an hour of prep and then I still have 3 hours and 15 minutes of work it's like I just want to start. And I think if you can just confront the work and disassociate the long-term reward for the actions

[2:47] YouTube https://youtu.be/2hhSDE9JoAg?t=160 || How to Take 100 Primary Actions to Reach Your Goal
that you're doing and reassociate the work with Solomon or whoever that person is that you want to be as you chopping the wood or sculpting the marble of the person that you want to become and giving yourself that basket of skills and traits that they eventually ladder up to. Then every day you feel like you

[3:06] YouTube https://youtu.be/2hhSDE9JoAg?t=179 || How to Take 100 Primary Actions to Reach Your Goal
are crafting that masterpiece. And the the thing that I'm spending the most of my mental energy on right now is defining winning by level of effort. And so I can only win I only get to win if I if I leave nothing in the tank. And by doing that it's like it's going to take longer. Awesome. I'll have less in the

[3:29] YouTube https://youtu.be/2hhSDE9JoAg?t=202 || How to Take 100 Primary Actions to Reach Your Goal
tank. Oh, it's going to it's going to be even harder. Awesome. I'll have a bigger opportunity to empty my tank because that's the only way that I win. And so I think if you can redefine it that way, um the external winning takes care of itself really easily. And so that's that is my parting words is that if you don't

[3:44] YouTube https://youtu.be/2hhSDE9JoAg?t=217 || How to Take 100 Primary Actions to Reach Your Goal
change your behavior, you learn nothing. And that is tactically what I would do if you don't know what to do is start it first thing. Start a timer and do not stop until the timer is done. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift.

[4:01] YouTube https://youtu.be/2hhSDE9JoAg?t=234 || How to Take 100 Primary Actions to Reach Your Goal
So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we

[4:16] YouTube https://youtu.be/2hhSDE9JoAg?t=249 || How to Take 100 Primary Actions to Reach Your Goal
made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no

[4:29] YouTube https://youtu.be/2hhSDE9JoAg?t=262 || How to Take 100 Primary Actions to Reach Your Goal
matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you

[4:44] YouTube https://youtu.be/2hhSDE9JoAg?t=277 || How to Take 100 Primary Actions to Reach Your Goal
out on the thank you page. You can just book a call with my team and we will look into the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
URL: https://youtu.be/3Cyh6y9qjGc
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/3Cyh6y9qjGc?t=0 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
I'm so happy to be here and I've consumed a lot of your your content. Um, my daughter's name is Ila. Oh, that's cool. Super happy. Um, named after Laya. That's awesome. Alex, I've I've consumed a lot of your content, read all your books, and my question is throughout your content, you talk about niching in or

[0:25] YouTube https://youtu.be/3Cyh6y9qjGc?t=18 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
niching down rather, and um, we provide payroll services. compete with the likes of ADP and paychecks. And in that space, it's really hard to niche down when you are just getting started. But we haven't just started. We've been in business for 12 years now. All right. Um what's headcount? I'm sorry.

[0:44] YouTube https://youtu.be/3Cyh6y9qjGc?t=37 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
Headcount. How many people? Employees or employees? We have four employees. Four. Yes. Okay. Uh but we have over 300 clients. Most of them are small, but we have three three whales. Now, uh, we've been thinking about niching down, but we are afraid of alienating a lot of our sources. Um, and most of our sources actually are

[1:09] YouTube https://youtu.be/3Cyh6y9qjGc?t=62 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
accountants and CPAs. We don't advertise and we haven't really done any marketing, but we are now starting to do that because I feel like I have more time to dedicate to the business. I usually I'm usually done by 2:00, okay? So, I can dedicate time to my family, but now my kids are a little bit, you

[1:23] YouTube https://youtu.be/3Cyh6y9qjGc?t=76 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
know, a little older. We have more time. I have more time. Yeah. Now thinking of niching down to the cannabis industry because there's you know better margins and all that um what what risks am I facing and what should I avoid when I'm niching down sorry niching down and yet alienating or just leaving out

[1:43] YouTube https://youtu.be/3Cyh6y9qjGc?t=96 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
all the other sources of business for me and in addition to that um we are contracted by the by the government by the federal government and that kind of boils down to all all government agencies is state, federal, and all that. So, we don't want to put cannabis on our main website because obviously cannabis is illegal on the

[2:04] YouTube https://youtu.be/3Cyh6y9qjGc?t=117 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
federal side. Um, so what problem are you solving? Um, because you don't want to niche for the sake of niching. Like there's there there there should be like it's basically you have a way of getting customers all over the place. if you were to niche to cannabis, it wouldn't work because you can't put it on the

[2:23] YouTube https://youtu.be/3Cyh6y9qjGc?t=136 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
site unless you truly niche to cannabis, in which case you get rid of, you know, you'd sacrifice the government contracts um you know, as a result of doing that. And so if you make more revenue per customer on cannabis, then a big point of that is that you can make more specific messaging and you can have

[2:39] YouTube https://youtu.be/3Cyh6y9qjGc?t=152 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
higher LTB to CAC ratios. So that should in theory allow you to expand um basically you can sell more customers in a smaller pool. It's like fundamentally you want to make the most money. Um, and so right now you've been, you know, you have 300, 300 customers that have come in. How many, how many units do you sell

[2:54] YouTube https://youtu.be/3Cyh6y9qjGc?t=167 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
a month right now? How many units, how many people do you, how many logos? How many companies do you sell a month right now? At least 200 out of those. Oh, you mean uh like new clients? Yeah. Oh, new clients. Yeah, probably three or four. Three or four per month. Yeah. Um, you I honestly feel like you

[3:15] YouTube https://youtu.be/3Cyh6y9qjGc?t=188 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
you should just like advertise more. I don't think you like I think you just need to advertise more right now unless there's some sort of operational constraint that like if the delivery is very different between different types of businesses then it would make sense to do the niching because then you can

[3:29] YouTube https://youtu.be/3Cyh6y9qjGc?t=202 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
productize a little bit more like you can make it more templized you can get more streamlined in the back end but it sounds like if you is the is are you trying to grow is that the goal yeah I think you need to advertise more so it's I mean fundamentally now if you can't differentiate basically no one's

[3:42] YouTube https://youtu.be/3Cyh6y9qjGc?t=215 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
responding to the advertisement then that's where the niching down become like that's now that would then be the problem that we'd solve. It's like, okay, of the customer base that we have, which ones are the most profitable? Fine. Then we're going to make our messaging to tailor, you know, the offer, the lead magnets going to be

[3:56] YouTube https://youtu.be/3Cyh6y9qjGc?t=229 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
similar to whatever would resonate with that with that avatar. And the whole point of it is just so that you have advertising that's going to convert uh and be scalable. That's the that's the problem that niching solves because it increases your lifetime gross profit per customer and with wellargeted advertising, it

[4:14] YouTube https://youtu.be/3Cyh6y9qjGc?t=247 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
also decreases CAC. Does that make sense? Yeah. And so fundamentally it's it's a it's a it's a it's an efficiency problem that we're solving by niching down. At the at the absolute extreme almost all companies do go broader but if you already have 300 customers then I feel like you should just advertise more

[4:29] YouTube https://youtu.be/3Cyh6y9qjGc?t=262 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
unless there's some problem that's occurring with your existing advertising process. Yeah. Well, we don't advertise. So, it's something bad, right? And so, you have no understood. And so, it's like you have these CPAs that do the the refer business, right? So, then if that's the node, then it's like, okay, then I need to start doing

[4:48] YouTube https://youtu.be/3Cyh6y9qjGc?t=281 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
outbound to CPA firms using the list of CPA firms that I have as references to say, hey, we do a really good job for these people. And basically build the affiliate network. So, if you recall yesterday, I talked about you can only have two ways of having a compounding business. One is that people never stop

[5:04] YouTube https://youtu.be/3Cyh6y9qjGc?t=297 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
buying, which you already have, which is pretty cool. The other is that you have people never stop selling for you, which you also already have. Yeah. So, you have a really wonderful business. You probably run really good margins. Yeah. Right. Four people, 300, like 300 customers. I would imagine they probably spend 500

[5:18] YouTube https://youtu.be/3Cyh6y9qjGc?t=311 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
bucks a month, something like that on average or higher. Is that about right? Yeah. Okay. Yeah. And so, yeah, you've got a great business. I think it's just, okay, we need to get the outbound. And the nice thing is that for accounting firms, it's probably very easy to get in contact with them. Sure.

[5:31] YouTube https://youtu.be/3Cyh6y9qjGc?t=324 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
Right. And so like that's the advertising. I wouldn't necessarily even try to go direct to businesses. I would go straight to CPAs. And then CPAs become the And then there's probably CPAs that will sub subsp specialcialize. You'll know what types of CPAs refer better. And the the process that I would

[5:44] YouTube https://youtu.be/3Cyh6y9qjGc?t=337 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
think through is this goes for everybody is is what's the irresistible offer to the affiliate? Because that's what they are, right? And so almost everybody here when I talk to you is like, yeah, I have a referral thing. I give 20% to anybody, you know, who refers me business. And no one refers you business. then you're a

[6:01] YouTube https://youtu.be/3Cyh6y9qjGc?t=354 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
surprise because if you were to go to every other person here and say, "Hey, I'll give you 20%." If you refer me business, you'd probably be like, "H, I'm good." And so it has to be an irresistible offer in order to get to be really to for it to really work. And so I've seen basically two ways of doing

[6:15] YouTube https://youtu.be/3Cyh6y9qjGc?t=368 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
this. One is that they can include your service or a parsed out version of your service in their services at no added cost. That's what you guys do now. Yeah. Yeah. Dude, you just need to advertise it. Like you need like that's what you need to advertise. advertise that to the CPAs and then build that network and

[6:31] YouTube https://youtu.be/3Cyh6y9qjGc?t=384 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
then they become the consistent uh referral gen basically every single month and you can rely on that network of CPAs to send you five this month, 10 next month, 15 the month after that. Um and so it's like you probably have 20 CPA firms that refer you business about 30. 30\. Great. Yeah. I feel like my guesses are pretty

[6:48] YouTube https://youtu.be/3Cyh6y9qjGc?t=401 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
on point here. Um so so if you have 30, it's like okay, what does it look like to get to 300? And then think about that. So it's like, okay, these 30 get us four referrals. I'll bet you you could probably increase activation on those because they're certainly selling more than four people a month between the 30.

[7:03] YouTube https://youtu.be/3Cyh6y9qjGc?t=416 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
Yeah. Right. So it's like I would probably re like step one would be how do I re-engage with them? How do I integrate into their existing customer journey? Because if if they have to just remember me, then it's like one out of 10 of those CPAs is remembering you once a month. Like that's not enough, right? So

[7:19] YouTube https://youtu.be/3Cyh6y9qjGc?t=432 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
it's like I need them to I need them to be incorporating it into every single thing so that every customer they sell has something from me. So I immediately get the opportunity to upsell all customers from all 30 of the CPAs. Does that make sense? Yeah. Does that include collateral to the CPAs too? Yeah. As I the irresistible like what

[7:37] YouTube https://youtu.be/3Cyh6y9qjGc?t=450 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
would be the most amazing thing I could possibly do, right? It's like you can sell my service at 100% margin. That's tough for me unless you already have another backend service that you can sell on top of that, right? Right. But like there's a friend of mine who has a a very big um uh CPA firm actually and

[7:51] YouTube https://youtu.be/3Cyh6y9qjGc?t=464 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
what he does is he he goes to people who start small who help small business owners get started. So some of you guys in this room and he does a deal where he says I'll set up the LLC and like the first bank account for every customer which is normally like a 3000 or $400 service. And he does it for free because

[8:06] YouTube https://youtu.be/3Cyh6y9qjGc?t=479 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
he knows that he upsells them bookkeeping on the back end for 2,000 a year. And so he just gets hundreds of appointments every single day from these people that they bundle his, "Hey, by the way, also when you buy my thing, we'll help you set up your LLC and get your first bank account started, blah

[8:20] YouTube https://youtu.be/3Cyh6y9qjGc?t=493 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
blah blah." And they he just is included in the bundle of what they sell. And then they set up a call with him to do that portion of the delivery. Does that make sense? Yeah. That's the piece like right now if you did nothing else, if you just do that, you like you would be able to significantly increase the business.

[8:34] YouTube https://youtu.be/3Cyh6y9qjGc?t=507 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
Okay, cool. Thank you. Yeah. No worries. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went

[8:51] YouTube https://youtu.be/3Cyh6y9qjGc?t=524 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of

[9:04] YouTube https://youtu.be/3Cyh6y9qjGc?t=537 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap,

[9:18] YouTube https://youtu.be/3Cyh6y9qjGc?t=551 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas

[9:32] YouTube https://youtu.be/3Cyh6y9qjGc?t=565 || The Irresistible Referral Offer That Makes Partners Sell for You Without Asking
and we'll do this in person live.


VIDEO
TITLE: How to Know Which of Your Beliefs Are Actually Yours
URL: https://youtu.be/3EZDlh4pztM
PRIMARY_TOPIC: content
TOPICS: content, mindset, content

[0:00] YouTube https://youtu.be/3EZDlh4pztM?t=0 || How to Know Which of Your Beliefs Are Actually Yours
There are two types of people. Those who want to know more and those who want to defend what they already know. So many people are afraid of changing their mind when most of their beliefs aren't even theirs to begin with. Man, I got some good quotes. That first one's Morgan Hustle, so you can go yourself. Yeah. Um

[0:20] YouTube https://youtu.be/3EZDlh4pztM?t=13 || How to Know Which of Your Beliefs Are Actually Yours
No, cuz I like it. It's interesting that we said that cuz I was like, man, I was like, I don't even remember that That's why. Yeah. Uh there's a a idea called the second half is Yeah, I did write. Yeah. Yeah. Uh do you know what the dead internet theory is? No. Uh over time so much content on the internet is going to be created by AI

[0:40] YouTube https://youtu.be/3EZDlh4pztM?t=33 || How to Know Which of Your Beliefs Are Actually Yours
and bots that nothing is going to be left that's userenerated. Essentially, it's going to be a rounding error of that. It's dead internet theory. I get the sense that the people who are concerned about dead internet theory should have been concerned a long time ago given that most people are propagating ideas that they didn't even

[0:58] YouTube https://youtu.be/3EZDlh4pztM?t=51 || How to Know Which of Your Beliefs Are Actually Yours
come up with and can't explain. It's like you're worried about mindless robotic creatures producing things on the internet that you might have to read. Have you seen what most people put on the internet and ask them about where they got that idea from? So yeah, I think the dead internet theories already occurred. It's just

[1:19] YouTube https://youtu.be/3EZDlh4pztM?t=72 || How to Know Which of Your Beliefs Are Actually Yours
it's as Naval says, people failing the touring test in reverse. People failing the touring test in reversed, so they behave like robots. H the second half of the quote was what? So many people are afraid of changing their mind when most of their beliefs aren't even theirs to begin with. H. So, there's this this quote by Marcus

[1:44] YouTube https://youtu.be/3EZDlh4pztM?t=97 || How to Know Which of Your Beliefs Are Actually Yours
Aurelius that I have I wrote I wrote on the the executive. How much wall space have you got? It's all whiteboard. Yeah, there's a lot. Um, and it was uh, what are you so afraid of losing when nothing in this world belongs to you? And I read that and I was like, that's good. And so, like there's also things, but

[2:05] YouTube https://youtu.be/3EZDlh4pztM?t=118 || How to Know Which of Your Beliefs Are Actually Yours
there's also beliefs. Like, what are we so afraid of? Because every belief that we have like we got it like we come as a blank slate right now. You could say you know I combined three things and made it my own. You know I think you've you've you've read enough quotes in this world that like most interesting things have

[2:20] YouTube https://youtu.be/3EZDlh4pztM?t=133 || How to Know Which of Your Beliefs Are Actually Yours
already been said. Um but the ability to change your mind um like if you can't if you can't explain why you believe what you believe um then it isn't your belief. It is someone else's. And what's weird about that is that people are willing to defend someone else's belief, but they're not willing to accept someone

[2:36] YouTube https://youtu.be/3EZDlh4pztM?t=149 || How to Know Which of Your Beliefs Are Actually Yours
else's belief. It's just that it's just one step removed. I'm talking to you and it's your belief. And I'm defending another person's belief, but it's mine right now, but it's not mine. And I, you know, strong beliefs loosely held is I think a saying in the Y cominator world. um like before I get this like

[2:54] YouTube https://youtu.be/3EZDlh4pztM?t=167 || How to Know Which of Your Beliefs Are Actually Yours
big trigger effect of like uh he says that I am wrong and therefore he is calling me stupid and I'm inadequate and I will die because I will you like and you extrapolate it to everything. Um I think the quick check of like why do like what if he's right and I think that's a great perspective. I remember

[3:11] YouTube https://youtu.be/3EZDlh4pztM?t=184 || How to Know Which of Your Beliefs Are Actually Yours
having my own mind changed on something like this. I had to do a debate um when I was in high school for affirmative action and so I was a very pro- affirmative action guy uh going into that debate. I had to argue the opposite perspective for the debate. That's cool. And by uh and that was I think I think

[3:28] YouTube https://youtu.be/3EZDlh4pztM?t=201 || How to Know Which of Your Beliefs Are Actually Yours
it was one of the requirements the teachers. Everyone had to say what side they were on and they just flipped it. Um which was amazing teaching by the way. Yeah, it's really cool. Um and at the end of the whole thing I was like I was wrong. I actually think this hurts people more than it helps people. And like I had all these I had

[3:42] YouTube https://youtu.be/3EZDlh4pztM?t=215 || How to Know Which of Your Beliefs Are Actually Yours
all this reasoning behind it. Um and I I'll tell you a completely different scenario of this in terms of questioning our beliefs. So, in in the gym world, which is where I came from, um I remember a period of time where I saw people work out and I would I would judge them and I'd be like, "That guy's

[4:00] YouTube https://youtu.be/3EZDlh4pztM?t=233 || How to Know Which of Your Beliefs Are Actually Yours
form is bad or he's doing too much volume or he's not he's not, you know, squeezing in the right way, whatever." And then I learned more and then learned that that, you know, thing that I was seeing some guy do actually was more effective and my thing was not as effective. And then a few years passed

[4:16] YouTube https://youtu.be/3EZDlh4pztM?t=249 || How to Know Which of Your Beliefs Are Actually Yours
and then I learned that the original thing that I said was actually the thing that mattered. And then I learned even more and it was like, oh, so all of these things have different rates of progress based on uh quote efficacy, but all of us eventually cap out at our genetic max. And so all we're really

[4:33] YouTube https://youtu.be/3EZDlh4pztM?t=266 || How to Know Which of Your Beliefs Are Actually Yours
debating, all we're really debating here is how quickly we reach our genetic max. And if I enjoy training, wouldn't I rather have longer progress over an extended period of time? So then which one is better? Huh? And so it's just like and and basically having myself and luckily for me at least um each of those

[4:52] YouTube https://youtu.be/3EZDlh4pztM?t=285 || How to Know Which of Your Beliefs Are Actually Yours
times where I quote learned that I was wrong, it was in silence and I after like the third or fourth time of this where it got flipped again and again, I was like, you know, maybe I should back off a little bit. Just be humble. Yeah. Like I'm just going to exercise the way I like to. And kind of like the pursuit

[5:10] YouTube https://youtu.be/3EZDlh4pztM?t=303 || How to Know Which of Your Beliefs Are Actually Yours
of why for you, like I I like training this way. I can't really explain it too well. It just seems to give me joy. Yeah. Right. Yep. Yeah. Uh there's this idea from Gwindog. Can I add something to this which is I saw this uh this yacht and it had the because every yacht names are always like wild, right? And it said

[5:26] YouTube https://youtu.be/3EZDlh4pztM?t=319 || How to Know Which of Your Beliefs Are Actually Yours
um don't analyze your pleasures. What's that mean to you? He used the word analyze, but I think judge is the right is the word that he that he that he I'm assuming it was he cuz this thing makes you feel good. Yeah. Don't don't question it. Don't worry about it. Just let it be. Yeah, that's really cool. That is really

[5:45] YouTube https://youtu.be/3EZDlh4pztM?t=338 || How to Know Which of Your Beliefs Are Actually Yours
really cool. Like don't sec it's like the suffer like only suffer once. Like don't judge this thing went well. Sure. I mean just enjoy it. Enjoy it. Real quick, I'm going to show you the exact 10stage road map from zero to 100 million plus that less than 1% of companies finish. I've now done multiple

[6:03] YouTube https://youtu.be/3EZDlh4pztM?t=356 || How to Know Which of Your Beliefs Are Actually Yours
times. And so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down by eight different functions of the business. What the constraint feels like, like what are the symptoms of it when you're going through it, and then

[6:17] YouTube https://youtu.be/3EZDlh4pztM?t=370 || How to Know Which of Your Beliefs Are Actually Yours
what steps we actually took to graduate. And we've done this across software, physical products, uh, service businesses, brickandmortar, all of this. And it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just go acquisition.comroadmap. Just enter your info and it'll spit it

[6:32] YouTube https://youtu.be/3EZDlh4pztM?t=385 || How to Know Which of Your Beliefs Are Actually Yours
right back to you. Offer.


VIDEO
TITLE: My Actual Daily Schedule
URL: https://youtu.be/4OA3QMH7fik
PRIMARY_TOPIC: content
TOPICS: content, productivity, content

[0:00] YouTube https://youtu.be/4OA3QMH7fik?t=0 || My Actual Daily Schedule
What does like a day in the life look like for you? Oh, it's I mean I could share my screen, but it's it's it's uh I I I work on my own stuff until about 1 most days. Um so usually 5 to 1 is Alex time to do whatever. Um 5:00 a.m. to 1. Yeah. Uh cool. Um, and then usually from 1 to 4, 1 to 4:30ish is when I do meetings.

[0:29] YouTube https://youtu.be/4OA3QMH7fik?t=22 || My Actual Daily Schedule
And then, um, that's it. Go to the gym, eat, and then I'm done. Sounds pretty chill. And where are you based at the moment? We're all over right now. Uh, the hub is in Vegas, but we're here. We're all over. Yeah. I mean, we travel a lot, so it's kind of like this is our in between when we're traveling spot. I remember

[0:50] YouTube https://youtu.be/4OA3QMH7fik?t=43 || My Actual Daily Schedule
you just talking into interview about like how you like your office to be very like sparse and not overly fancy and stuff and that's one of the things that really I I really vibe with with in your in your videos in that you seem to ex except until recently. uh do you seem to just be filming on some shitty webcam

[1:05] YouTube https://youtu.be/4OA3QMH7fik?t=58 || My Actual Daily Schedule
and just like spouting knowledge and it's just like mind-blowing cuz you haven't got the and there's like a charm to the jankiness and it's just like whoa I'm I'm I'm getting the real truth without any of the production value that like normally gets in the way. Yeah. Again, was that deliberate? Is that just

[1:21] YouTube https://youtu.be/4OA3QMH7fik?t=74 || My Actual Daily Schedule
accidental? Is that just how it's ended up being? I mean that's how it started. You know what I mean? Like I'm a big I'm a big believer in just start and you'll the path illuminates as you walk. You know, I mean, we now have I mean, I started without a media team, so I just clicked record and I would send it. I mean, I

[1:35] YouTube https://youtu.be/4OA3QMH7fik?t=88 || My Actual Daily Schedule
had my media team at Gym Launch, but it wasn't it that business wasn't built on content. It was built on outbound and paid ads. So, I just said, you know, you know, clip it, put a thumbnail on it, and post it on my YouTube. I don't even know how to upload them just to I show you how silly it was. I was like, just

[1:48] YouTube https://youtu.be/4OA3QMH7fik?t=101 || My Actual Daily Schedule
upload it. And so, I would just put it in Dropbox, and they would upload it. And then that was um that was what I did for the first, I don't know, 6 n months. And then um we hired somebody to uh actually do recordings with a camera. Um and so he's like, you know, if we did it like on the couch, it would look a lot

[2:05] YouTube https://youtu.be/4OA3QMH7fik?t=118 || My Actual Daily Schedule
better. I was like, okay, that's fine. So it took the same amount of time for me. Now I just had some more people who could who could help. And it has shown despite, you know, as much as I would lament, you know, I would love to just do it like this. The you know, the audio quality is better, the video quality is

[2:20] YouTube https://youtu.be/4OA3QMH7fik?t=133 || My Actual Daily Schedule
better. Um, and the newer videos definitely do better from a objective standpoint. So, some people need to, you know, can't focus as long and so they need a little bit more um, happening and so we can now, again, the whole point is to make it available to everybody. So, that means that people who don't have

[2:39] YouTube https://youtu.be/4OA3QMH7fik?t=152 || My Actual Daily Schedule
the attention span, I need to make something available for them, too. Um, so I'm just doing my best to I'm just not going to and moan about the fact that like people's attention span short. Like, so people are like, I I can't cover anything in 60 seconds. I'm like, there's a hell of a lot you can cover in 60 seconds if you know what

[2:52] YouTube https://youtu.be/4OA3QMH7fik?t=165 || My Actual Daily Schedule
you're saying. So, you know what I mean? Like, I I'm just not I just I'm just not one to complain about what it is what it is. And so, I will do my best to match, you know, providing value to the context that that people are consuming it. Real quick, if you're a business owner and you are not growing as fast as you'd

[3:11] YouTube https://youtu.be/4OA3QMH7fik?t=184 || My Actual Daily Schedule
like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And

[3:26] YouTube https://youtu.be/4OA3QMH7fik?t=199 || My Actual Daily Schedule
so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human

[3:39] YouTube https://youtu.be/4OA3QMH7fik?t=212 || My Actual Daily Schedule
resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying

[3:54] YouTube https://youtu.be/4OA3QMH7fik?t=227 || My Actual Daily Schedule
to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Build Wealth Without Looking Rich
URL: https://youtu.be/4Xr5b2OgMbs
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/4Xr5b2OgMbs?t=0 || How to Build Wealth Without Looking Rich
If you want to impress poor people, outspend them. If you want to impress rich people, outwork them. And I can tell you this being in the position that I'm at because I have tons of young men who work for me. And I mean, they hear all the content that I make and they know that. And so if you lease a Ferrari

[0:17] YouTube https://youtu.be/4Xr5b2OgMbs?t=10 || How to Build Wealth Without Looking Rich
for $5,000 a month or whatever, I know you're not rich. And every rich person isn't impressed by that because we know what it costs. You only impress poor people. And if you do it really early in your career, every rich person's like, "Man, you should be reinvesting that to get way bigger." Now, if you're like an

[0:34] YouTube https://youtu.be/4Xr5b2OgMbs?t=27 || How to Build Wealth Without Looking Rich
afficionado and you want to have lots of cars, and that's like, again, that's different. It depends on the reason you're doing it. It's like, you shouldn't be cooking your own food unless you love cooking. But if you don't love cooking, then you should outsource that as fast as possible so that you can get your time back. It's

[0:46] YouTube https://youtu.be/4Xr5b2OgMbs?t=39 || How to Build Wealth Without Looking Rich
understanding the context of this, which of course this will be taken out of context, but hopefully you watching or listening to this can at least get it. Leila and I both collectively started buying nicer things. So, living in nicer places, having nicer cars. I bought my home, which was a nice house in Austin.

[1:02] YouTube https://youtu.be/4Xr5b2OgMbs?t=55 || How to Build Wealth Without Looking Rich
I think it cost me 1.7 million. I bought it in cash and I bought it off one month's paycheck. And so, I want to put that in context to like was it a ballin house? Totally. It was sick. I was super happy to be there. But where I lived before that cost me 1,200 bucks a month. And so, you're like, wait, 1.7, right?

[1:20] YouTube https://youtu.be/4Xr5b2OgMbs?t=73 || How to Build Wealth Without Looking Rich
We spend money but by percentage the amount of money we spend is inconsequential. If you want to buy the toys and you want to buy that stuff I would say sure understand one whatever you spend you're taking away from the future. Now there is always a point you have to balance between consumption and investment. If you never spend anything

[1:36] YouTube https://youtu.be/4Xr5b2OgMbs?t=89 || How to Build Wealth Without Looking Rich
you live you live your entire life and you end up with a big pile of money and you didn't enjoy any moment of that. I don't think that's the way to do it. But I do think there's a ratio there and I think that ratio depends on you as an individual. I tend to always overindex on investment because I just I want to

[1:48] YouTube https://youtu.be/4Xr5b2OgMbs?t=101 || How to Build Wealth Without Looking Rich
become a really like great version of me and I think that's going to cost money and it's going to cost time and I like to be ready for those opportunities because the opportunities get bigger and have more zeros next to them and there's no masterminds you get to at a certain level. You just do a deal with someone

[2:02] YouTube https://youtu.be/4Xr5b2OgMbs?t=115 || How to Build Wealth Without Looking Rich
and if for me to pony up for the deal might be like hey you got to write a check for 10 million. And I'm like, "All right, I got to have that ready for just like on the sidelines waiting for opportunities, right?" And so the idea is being on the defensive so that you can be on the offensive. It's living far

[2:18] YouTube https://youtu.be/4Xr5b2OgMbs?t=131 || How to Build Wealth Without Looking Rich
below your lifestyle so that you can more heavily invest in the growth of the business. And so your lifestyle is your competitor's opportunity. There's you and other version of you. There's bizarro you, right? And bizarre you wants to live this great lifestyle and has the Ferrari and the nicer place and

[2:33] YouTube https://youtu.be/4Xr5b2OgMbs?t=146 || How to Build Wealth Without Looking Rich
whatever. But when an opportunity comes along, Bizarro doesn't have any savings because he's trying to to show face, right? But the thing is is that everyone he's trying to show face for hates him anyways because it looks like he's bragging. But also, they know how much he makes relatively, and they're like,

[2:47] YouTube https://youtu.be/4Xr5b2OgMbs?t=160 || How to Build Wealth Without Looking Rich
"God, he's got to be spending his whole check paycheck. He looks irresponsible. There's zero advantage to being accurately judged. If you are strong, you want to appear weak. You want to have more money than people expect you to have. And so for me, when we did buy the Bentley, which I bought because I

[3:04] YouTube https://youtu.be/4Xr5b2OgMbs?t=177 || How to Build Wealth Without Looking Rich
got, I'll be honest, I got pressured into it. They're like, "Dude, come on. You make all this money. Like, buy something nice for yourself." And I was like, "I guess people buy nice cars." So, I bought a car. I bought a Bentley. And um I returned it 6 months later. Uh and I lost 20 grand on it. And I was

[3:17] YouTube https://youtu.be/4Xr5b2OgMbs?t=190 || How to Build Wealth Without Looking Rich
like, "This was just a complete waste of everything." Like, I just don't care at all about this. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of

[3:32] YouTube https://youtu.be/4Xr5b2OgMbs?t=205 || How to Build Wealth Without Looking Rich
us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell

[3:45] YouTube https://youtu.be/4Xr5b2OgMbs?t=218 || How to Build Wealth Without Looking Rich
you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and

[3:58] YouTube https://youtu.be/4Xr5b2OgMbs?t=231 || How to Build Wealth Without Looking Rich
solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will

[4:14] YouTube https://youtu.be/4Xr5b2OgMbs?t=247 || How to Build Wealth Without Looking Rich
look into the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: I Worked 12-Hour Days for 2 Years and Made $30K
URL: https://youtu.be/5Kjr3Sq5jYk
PRIMARY_TOPIC: content
TOPICS: content, pricing, niche, leads

[0:00] YouTube https://youtu.be/5Kjr3Sq5jYk?t=0 || I Worked 12-Hour Days for 2 Years and Made $30K
My name is Matia. Just to give you some context, uh my fiance and I are planning a baby soon. And if I can't make my business work now, I definitely won't be able to with less time and less sleep. So, uh for two years, I've basically worked 12-hour days uh doing everything myself uh telling my family I'm going to I'm

[0:21] YouTube https://youtu.be/5Kjr3Sq5jYk?t=14 || I Worked 12-Hour Days for 2 Years and Made $30K
building the future, but in truth, I have been pretty much stuck in place. So I run a marketing agency for realtors and home improvement companies in Slovenia. Okay. Uh so Facebook ads content and appointment booking. I have four clients at total of 3K MR. Okay. Last year I made 30K and my goal is so in the last 12 months

[0:45] YouTube https://youtu.be/5Kjr3Sq5jYk?t=38 || I Worked 12-Hour Days for 2 Years and Made $30K
I made 30K and my goal is 30,000 net profit per month. Yeah. So let me ask you a couple questions here. Um Yeah. Can you do the exact same thing in the US as you do in Slovenia? Uh yeah, I guess I could, but uh the market there is at least for the realtors is probably a bit different at least as far as I know. So there

[1:10] YouTube https://youtu.be/5Kjr3Sq5jYk?t=63 || I Worked 12-Hour Days for 2 Years and Made $30K
would definitely be some changes I would have to make. I yeah I currently make um content educational content for them which I um which is the only like fixed revenue source I have since they pay me a retainer on that. And so you help them make content? Yeah, I make them content which performs really well.

[1:31] YouTube https://youtu.be/5Kjr3Sq5jYk?t=84 || I Worked 12-Hour Days for 2 Years and Made $30K
But uh then I also do lead genen for them. So So you run ads? Yes. Facebook. What do you And you charge 3K a month? uh no 3K a month is uh like allto together for for all the clients. So yeah, I'm making um I'm making 15 to to 25% on revenue share and some on uh Yeah. So I I want to give you the the best piece

[1:55] YouTube https://youtu.be/5Kjr3Sq5jYk?t=108 || I Worked 12-Hour Days for 2 Years and Made $30K
of advice that I can give you. So right now is all of your content in Slovenian right now? Uh yeah. Okay. It's not So I I actually I don't make any content if that's what you mean. Okay. How do you attract customers right now? Uh, cold calling. I've basically had the same clients for the past like six

[2:15] YouTube https://youtu.be/5Kjr3Sq5jYk?t=128 || I Worked 12-Hour Days for 2 Years and Made $30K
months. Uh, yeah. Because I like I mentally I can't do anymore. Yeah. Yeah. Yeah. So, there's a couple things right now. So, number one, the customers what you're charging versus what you're delivering is mismatched. You're not charging enough for the amount you're doing. That's thing one. Thing two is in order to get basically

[2:37] YouTube https://youtu.be/5Kjr3Sq5jYk?t=150 || I Worked 12-Hour Days for 2 Years and Made $30K
appropriately priced, you most likely want to go after a bigger market. Now, normally I don't say like switch markets and things like that, but you're at the very beginning. And so it's like what's a 100x force multiplier on the skill set you have. You already speak English, right? So, I'd rather you just like can

[2:53] YouTube https://youtu.be/5Kjr3Sq5jYk?t=166 || I Worked 12-Hour Days for 2 Years and Made $30K
we can we cuz like if you sell into the US market like you can sell $1,500 $3,000 per client. It's just the dollar stronger and especially for what you're doing. You're doing content and ads which is crazy. Most people literally only pick one or the other. You're doing both. Yeah. So, you suggest they switch to the

[3:17] YouTube https://youtu.be/5Kjr3Sq5jYk?t=190 || I Worked 12-Hour Days for 2 Years and Made $30K
US? I think that's what we need to do long term. Shortterm, I'd like you to increase revenue. So, how do we do that? So, you're just doing cold calls. You're not making content for yourself, but you are making it for your customers, right? Yep. How much additional effort would it be for you? Like, if you're making them

[3:34] YouTube https://youtu.be/5Kjr3Sq5jYk?t=207 || I Worked 12-Hour Days for 2 Years and Made $30K
content, how can you not make your own content? So, that was actually one of my additional questions I wanted to ask if I should Yes. Not even a question. 100% you should be doing that. So, what I would do is uh do it in Slovenian and then have it translate and then put the captions in English. That way, there's

[3:51] YouTube https://youtu.be/5Kjr3Sq5jYk?t=224 || I Worked 12-Hour Days for 2 Years and Made $30K
no accent if that's where you're more comfortable. And I would make the content about you making their content. So, basically, think of it like this. If you were to teach someone how to do everything that you do in your business without them paying you, what would you teach them? That's what you make your content about.

[4:09] YouTube https://youtu.be/5Kjr3Sq5jYk?t=242 || I Worked 12-Hour Days for 2 Years and Made $30K
Okay, make it in Slovenian and then just set captions in English. No, just get No, no. Get the get get get get get get get get get get get get get get get get get get get get get get get get get get get get get get get get get get get get get get get get get A AI voice translation for for for the content. Yeah, exactly. Um that way

[4:20] YouTube https://youtu.be/5Kjr3Sq5jYk?t=253 || I Worked 12-Hour Days for 2 Years and Made $30K
would be an issue. Yeah, because I want it to be for now and later. So it might not even be because it's Are you on Instagram? I'm guessing that's remaking the content for them. Uh mostly Facebook. Instagram is not doing that well. Okay. So I mean the thing is the additional effort to do on both platforms is almost nothing. You could

[4:36] YouTube https://youtu.be/5Kjr3Sq5jYk?t=269 || I Worked 12-Hour Days for 2 Years and Made $30K
probably charge them for that too as a side note. But for you, you can take the same thing. Go on Tik Tok, go on Facebook, go on Instagram, post it. Um, make sure that you have the translations in place. I would, um, if you wanted to be, cuz like I sometimes the algorithm would be weird. You can have a US page

[4:50] YouTube https://youtu.be/5Kjr3Sq5jYk?t=283 || I Worked 12-Hour Days for 2 Years and Made $30K
and a Slovenian page. Again, it's not a lot of additional extra work to just duplicate the effort. And so, what this does is number one, this builds your content strategy while building theirs. So, we can solve for both today in terms of lead genen and then tomorrow in terms of the fact that you're going to have US

[5:04] YouTube https://youtu.be/5Kjr3Sq5jYk?t=297 || I Worked 12-Hour Days for 2 Years and Made $30K
customers, which you can charge US rates. And so, I honestly just want you to take whatever you're charging, add a zero to it, and that's your US price. Okay? Seriously. Now, in terms of tactical, well, that was tactical, but the next piece that I want you to do is, are you familiar with ManyHat? Is that

[5:20] YouTube https://youtu.be/5Kjr3Sq5jYk?t=313 || I Worked 12-Hour Days for 2 Years and Made $30K
how you have them working leads or getting leads? Uh, no. I I watch the the educational like content you put like two weeks ago. I watch that. So, I actually I'm just basically implementing it for the organic site. So, that's that would be just additional source of leads besides the the ads. Um, so I'm I'm in the

[5:42] YouTube https://youtu.be/5Kjr3Sq5jYk?t=335 || I Worked 12-Hour Days for 2 Years and Made $30K
process of implementing that. Yeah. Okay. And Okay. So, number one, you make content about helping them make content. And so, you try to replace yourself by teaching the public, the world, every single thing you do to build content. Hold nothing back. I'm telling you, you want to hold nothing back. very specific just

[6:08] YouTube https://youtu.be/5Kjr3Sq5jYk?t=361 || I Worked 12-Hour Days for 2 Years and Made $30K
for for the for these two niches, I guess, for for real estate and home improvement. Yes. You want to show them everything. So, the automations, the AI that you use, everything that you do to run run the business better, I want you to show all of it because when people see how much work you're doing, they're going to

[6:21] YouTube https://youtu.be/5Kjr3Sq5jYk?t=374 || I Worked 12-Hour Days for 2 Years and Made $30K
be like, "This guy knows what he's doing and I don't want to do that work." And then they inquire. All right, thing one. Thing two, turn on the mini chat automation so that when you are posting, put a CTA in the first line and the video and then new followers automatically get a DM where you can sort them and say, "Hey, are you here

[6:37] YouTube https://youtu.be/5Kjr3Sq5jYk?t=390 || I Worked 12-Hour Days for 2 Years and Made $30K
for free stuff? Um, or do you uh like to grow your, you know, real estate, whatever." Um, and then you can start working those DMs as leads. Number three is that from the leads that come in from that US Instagram, uh, change the prices to US by adding a zero and offering the same thing. That's what I would do.

[6:58] YouTube https://youtu.be/5Kjr3Sq5jYk?t=411 || I Worked 12-Hour Days for 2 Years and Made $30K
Okay. Um, and come up with a sexy lead magnet. Do you have a lead magnet for myself? No. Yeah. Yeah. Make one for yourself. That's 100 days of content for uh real estate. 100 days of content in 100 minutes. Oof. That sounds great. I like that. 100 days of content in 100 minutes. That's your CTA. Yeah. I b I basically have to completely

[7:19] YouTube https://youtu.be/5Kjr3Sq5jYk?t=432 || I Worked 12-Hour Days for 2 Years and Made $30K
rethink how to actually do content because it's probably very different from for the US market at least. I actually don't think so. It's they're sol they're solving the same issues. The algorithm is still humans. It's what humans find interesting. Okay. Because I'll tell you this right now. Yeah. Go ahead.

[7:38] YouTube https://youtu.be/5Kjr3Sq5jYk?t=451 || I Worked 12-Hour Days for 2 Years and Made $30K
Yeah. Right now the best content that's working is actually about like taxes and um like the the laws. Yeah. So what's actually allowed and how to do some particular part of let's say selling a house. Yeah. So those things are different. Those will be different by country. I agree there. But it's not like it's not

[7:55] YouTube https://youtu.be/5Kjr3Sq5jYk?t=468 || I Worked 12-Hour Days for 2 Years and Made $30K
hard to find out. If you have a concept that works, just make the US version of the concept. Okay? And yes, this is a major departure, but the benefit of what you're doing right now is that if you were super super super far along, it's much heavier to change. But since you're earlier on in the in the course, it might as well

[8:13] YouTube https://youtu.be/5Kjr3Sq5jYk?t=486 || I Worked 12-Hour Days for 2 Years and Made $30K
shoot for the moon and get it right the first time. Yeah. But this still allows you to build for today and tomorrow. You're still going to make your Slovenian content. We're going to duplicate into the US. We're going to add the CTAs in terms of the 100 to one, 100 content in 100 minutes. 100 days of content in 100 minutes.

[8:30] YouTube https://youtu.be/5Kjr3Sq5jYk?t=503 || I Worked 12-Hour Days for 2 Years and Made $30K
We'll have our new followers that we get and the people who responded to the lead magnet. And when you get a US person, add a zero. Okay. Uh so with the current clients, I just keep them as cash flow for now. Yeah. Yeah. I you got to you got to pay bills and feed the fam. Okay. Um so there's Okay. Uh what about for so this is more just

[8:53] YouTube https://youtu.be/5Kjr3Sq5jYk?t=526 || I Worked 12-Hour Days for 2 Years and Made $30K
specific for realtors. What about home improvement? So uh there I've actually been struggling to do content for them because well there are two different avatars. Which one would you rather serve? Yeah. Um well I've been serving realtors. Yeah. More. So then just focus on realtors. There's more than enough.

[9:12] YouTube https://youtu.be/5Kjr3Sq5jYk?t=545 || I Worked 12-Hour Days for 2 Years and Made $30K
You don't need two avatars. It's two different offerings, two different customers, two different businesses. And just go after the US market. Yep. Okay. So, a big change, but yeah. Last point, focus on realtors. Just pick. Okay. Cool. Cool. Appreciate you. Thank you so much. No, you bet, man. I know it's going to

[9:33] YouTube https://youtu.be/5Kjr3Sq5jYk?t=566 || I Worked 12-Hour Days for 2 Years and Made $30K
be it's it's uh you're in a hard time, but that's a very clear plan. Okay. Yeah. All right. Thank you so much. I've been watching you for a long time, so I appreciate you, man. Rock and roll. And I'm excited to hear how things go in six months. Right. If you're a business owner and you are not growing as fast as

[9:49] YouTube https://youtu.be/5Kjr3Sq5jYk?t=582 || I Worked 12-Hour Days for 2 Years and Made $30K
you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And

[10:04] YouTube https://youtu.be/5Kjr3Sq5jYk?t=597 || I Worked 12-Hour Days for 2 Years and Made $30K
so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[10:16] YouTube https://youtu.be/5Kjr3Sq5jYk?t=609 || I Worked 12-Hour Days for 2 Years and Made $30K
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[10:30] YouTube https://youtu.be/5Kjr3Sq5jYk?t=623 || I Worked 12-Hour Days for 2 Years and Made $30K
deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: My $100M Leads Affiliate Marketing Guide
URL: https://youtu.be/60_7PU9JDIw
PRIMARY_TOPIC: content
TOPICS: content, leads, content, offers, case-study

[0:00] YouTube https://youtu.be/60_7PU9JDIw?t=0 || My $100M Leads Affiliate Marketing Guide
I got 10,000 people to promote my next book, $100 million leads, absolutely free. And to give you a visual of that, that's like an entire stadium full of people promoting your thing. And now imagine those people leaving that stadium and then entering their own individual stadiums and shouting, being

[0:14] YouTube https://youtu.be/60_7PU9JDIw?t=7 || My $100M Leads Affiliate Marketing Guide
like, go check this thing out. And the best part is it's absolutely free. I was thinking to myself like, what would be the craziest way that I could launch this book to make a big fanfare about it? Because my first book, $100 million offers, was all about making a crazy offer to people, as in making an offer

[0:26] YouTube https://youtu.be/60_7PU9JDIw?t=19 || My $100M Leads Affiliate Marketing Guide
so good people feel stupid saying no. And I tried to make the book a meta example of the concept within the book. I talk about having elements to enhance the offer, having a big price to value discrepancy. And so I offer the book for 99 cents, but included a course, which most people would charge thousands of

[0:39] YouTube https://youtu.be/60_7PU9JDIw?t=32 || My $100M Leads Affiliate Marketing Guide
dollars for absolutely free without even asking people to opt in for it. All of this was just to demonstrate the value equation, which was the core concept of that book. Now, my $100 million leads book is a different book. It's about advertising in order to get leads. And so I was like, "Okay, well, if I wanted

[0:52] YouTube https://youtu.be/60_7PU9JDIw?t=45 || My $100M Leads Affiliate Marketing Guide
to demonstrate all the concepts in that book, I'd have to do something totally different than how I did with offers." And so with this, I was like, "Well, how do I show that I can get lots of leads with a book?" And so I was like, I'm going to hold a big book event. So I'm going to hold a book launch event. It's

[1:06] YouTube https://youtu.be/60_7PU9JDIw?t=59 || My $100M Leads Affiliate Marketing Guide
be virtual and it's going to be free and everyone's invited. And I'm going to see how many people I can get to this thing. And I'm not going to do it the way I could do it, which would just be like I could post on my social media. I probably get plenty of people to go. I wanted to use every single one of the

[1:18] YouTube https://youtu.be/60_7PU9JDIw?t=71 || My $100M Leads Affiliate Marketing Guide
methods I talk about in the book to promote the book itself. And one of those methods is called affiliate marketing. And so the way that I actually did this in the real world was that we created an affiliate optin, which is just put your name, your email, your phone number, and then what we would give them is a unique URL. So a

[1:33] YouTube https://youtu.be/60_7PU9JDIw?t=86 || My $100M Leads Affiliate Marketing Guide
custom link that if someone clicked their link, it would take them to the leads opt-in page for the event, but it would be tracked back to them. And then the top 10 affiliates, I said I would hop on a live Q&A call with their audience if they won. and they were in the top 10. Anyone who got at least 10

[1:48] YouTube https://youtu.be/60_7PU9JDIw?t=101 || My $100M Leads Affiliate Marketing Guide
people to show up to the event, I would give two bonus chapters for my book that I'm not going to release with the book as an added benefit. And if you think about this, it's because I want to incentivize the highest affiliates to promote the most and be competitive, but I don't want somebody who has like a 100

[2:02] YouTube https://youtu.be/60_7PU9JDIw?t=115 || My $100M Leads Affiliate Marketing Guide
person email list to think, oh, I'm never going to win that. Why bother? Well, there's also a prize that everyone can win. There's scarcity at the top, but then just a tiny hurdle for everyone, which is actually one of the strategies I talk about when creating an affiliate compensation system, because

[2:15] YouTube https://youtu.be/60_7PU9JDIw?t=128 || My $100M Leads Affiliate Marketing Guide
it actually works the same way. Whether you're promoting an event or supplements or widgets or services, it all works the same way. So, inside this video, I'm going to talk about who to pick to affiliate with, how to onboard them properly, and set expectations, how to get them to start advertising, and how

[2:29] YouTube https://youtu.be/60_7PU9JDIw?t=142 || My $100M Leads Affiliate Marketing Guide
to keep them advertising along the way, and a little bonus of how to structure that offer. All right. So, the first thing that you have to figure out when you're creating an affiliate strategy or an influencer strategy is who is the ideal affiliate. One of the more advanced advertising strategies is that

[2:41] YouTube https://youtu.be/60_7PU9JDIw?t=154 || My $100M Leads Affiliate Marketing Guide
you actually have two customers. Now, you have your affiliate avatar and then you have your customer avatar. So, now it means that you have to deliver to two types of people rather than one. And that's where it gets more complicated if you're starting out. That being said, there's different ways of doing this in

[2:53] YouTube https://youtu.be/60_7PU9JDIw?t=166 || My $100M Leads Affiliate Marketing Guide
different industries. For example, if I'm a brick-and-mortar business, my affiliate strategy is, let's say I'm a a massage person, I could then go and say, "Okay, what are all the big businesses in the area?" and say, "Okay, these guys hire 10 new employees a week. It's a big corporation." I say, "Hey, Mr.

[3:06] YouTube https://youtu.be/60_7PU9JDIw?t=179 || My $100M Leads Affiliate Marketing Guide
Corporation, I want to give each of your new employees two free massages on the house. Here's a coupon. You can give it to them in their new employee packet." Why would that business say no to giving their employees some sort of treat? And for me, I'm happy to just get new customers. And if I make that

[3:19] YouTube https://youtu.be/60_7PU9JDIw?t=192 || My $100M Leads Affiliate Marketing Guide
partnership now with 10 or 100 companies, then I'm going to be able to fill up my books. And how much did that cost me in advertising? Literally only the effort to reach out to them and make the ask. All right? And so you have with an affiliate strategy two levels of offers. What's the offer you're going to

[3:32] YouTube https://youtu.be/60_7PU9JDIw?t=205 || My $100M Leads Affiliate Marketing Guide
make them? And then what's the offer they're going to make on your behalf to their customers, right? And so the two free massages is my c is my offer to their customer, which in this place is an employee, which totally underrated strategy because they'll never see you as competition. But then also, why am I

[3:46] YouTube https://youtu.be/60_7PU9JDIw?t=219 || My $100M Leads Affiliate Marketing Guide
going to make this offer to the employer? The offer to them is your employees will like you more and have a better onboarding experience and be distressed by having this thing and you'll be perceived as a more caring employer. That's the offer. I don't need to like incentivize them and pay them or do anything like that because it's in

[3:59] YouTube https://youtu.be/60_7PU9JDIw?t=232 || My $100M Leads Affiliate Marketing Guide
their best interest. To the same degree, if I'm still that massage therapist, I might go to a chiropractor and say, "Hey, some of your people get their backs cracked and they probably need someone to massage." Anybody who gets their back cracked with you, I'll give them a massage on the house. And then

[4:09] YouTube https://youtu.be/60_7PU9JDIw?t=242 || My $100M Leads Affiliate Marketing Guide
all of a sudden, that chiropractor who gets 50 new patients a month, we'll send you a certain percentage of those patients. Now, you could also even pay them on top of that to further incentivize them. But typically, if you do a really good job and you establish a relationship, they'll start doing that.

[4:21] YouTube https://youtu.be/60_7PU9JDIw?t=254 || My $100M Leads Affiliate Marketing Guide
And if you're really smart about it, you'll start referring them business, too. And then that is where you really start the machine going. That's a brick-and-mortar example. An influencer example is probably what most people are used to, which is like, "Hey, use my discount code for 10% off." And then the

[4:34] YouTube https://youtu.be/60_7PU9JDIw?t=267 || My $100M Leads Affiliate Marketing Guide
influencer gets some kickback. Now, sometimes that's just a straight endorsement. You pay them to post, which is much more like paid advertising, or you do some sort of split based on what they bring you, which is much closer to affiliate advertising, which is what I'm talking about. A third version of this

[4:46] YouTube https://youtu.be/60_7PU9JDIw?t=279 || My $100M Leads Affiliate Marketing Guide
is the main way that I use to market this book, which is affiliate marketing, which is much more common in the internet marketing world. This covers a huge amount of people who have lists and audiences that they have trust with. What you have to do is say, "Hey, you will gain trust with your audience." The

[5:02] YouTube https://youtu.be/60_7PU9JDIw?t=295 || My $100M Leads Affiliate Marketing Guide
trade is that sometimes they do lose trust with their audience, which is why people pay to get affiliates. Ultimately, your brand matters a lot with why they would trust their customers and their goodwill with you. And so the reason in my opinion that the book launch, which is not here, but pretend I have my book right here, has

[5:18] YouTube https://youtu.be/60_7PU9JDIw?t=311 || My $100M Leads Affiliate Marketing Guide
gone well using the strategy is that many people in my audience trust that I'm going to overd deliver, which I absolutely am, to their audience. And so their audience will then associate the value they get from me with them. And so it's almost like them getting free goodwill by promoting my stuff, right?

[5:34] YouTube https://youtu.be/60_7PU9JDIw?t=327 || My $100M Leads Affiliate Marketing Guide
And that's what you want. The crazy part about the affiliate strategy that I'm going to outline for you is that I actually have zero financial incentive, which is not common. Most of the time if you go to a social media, you know, you get some influencer and you're like, "Hey, will you promote my supplement

[5:45] YouTube https://youtu.be/60_7PU9JDIw?t=338 || My $100M Leads Affiliate Marketing Guide
brand?" They're like, "Well, what's my split?" Right? Because they're like, "I'm going to be taking some goodwill out of my audience, so I need to be compensated for that." But if you have such goodwill, you might do it for free if you actually thought that it was good. I mean, think about when a friend

[5:57] YouTube https://youtu.be/60_7PU9JDIw?t=350 || My $100M Leads Affiliate Marketing Guide
of yours is like, "Hey, what pair of shoes are those?" You're like, "Oh, I love these shoes, or I love this bag," or whatever it is. You're being an affiliate just in a micro with your micro influence to that business. And you do it because you feel like you will actually gain in relational capital because that person will go buy the

[6:10] YouTube https://youtu.be/60_7PU9JDIw?t=363 || My $100M Leads Affiliate Marketing Guide
shoes, use the shoes, love the shoes, tell you about it, associate with you. That's why you do it. The affiliate strategy that I outlined for my process was simple. I have two layers of affiliates. And I think this is useful for anyone when you're thinking about your products or your business is that

[6:22] YouTube https://youtu.be/60_7PU9JDIw?t=375 || My $100M Leads Affiliate Marketing Guide
I've got my super affiliate level and then I've got regular affiliates. The key difference is that I like to have two polar opposite strategies. The people who are super affiliates have big audiences and they tend to be competitive, more status driven, etc. And so I want to align what they want, which is status, with what I want, which

[6:37] YouTube https://youtu.be/60_7PU9JDIw?t=390 || My $100M Leads Affiliate Marketing Guide
is people. What I decided to do was say, "Hey," and this is going to be pretty key, and I haven't I haven't explained this publicly yet, so you know, enjoy. I said the top 10 will get an AMA live with me to their audience. Now, here's why this is unique and different. One, I have a very small supply of time, like I

[6:54] YouTube https://youtu.be/60_7PU9JDIw?t=407 || My $100M Leads Affiliate Marketing Guide
don't speak in public very much. I think in the last year of companies that I don't own, I've done one speech. I try and limit my supply of time that I'm available to other people's audiences. Imagine you're now in the audience of this super affiliate and he says, "Hey, register for this book event." Now, if

[7:09] YouTube https://youtu.be/60_7PU9JDIw?t=422 || My $100M Leads Affiliate Marketing Guide
I'm the customer or I'm that person's audience, I think, what's in it for me? Why don't I just go to Alex's thing rather than clicking your link? Or why do I click your link for someone else's? Well, here's why. This benefits them. So, if I'm the affiliate, I say, "Hey, click my link so that our community can

[7:24] YouTube https://youtu.be/60_7PU9JDIw?t=437 || My $100M Leads Affiliate Marketing Guide
have the prize rather than me saying, "Hey, the top 10 affiliates get supercars." Right? Because why does that benefit their audience? Because if I did if I did it exactly that, hey, let me help me win my contest, that is withdrawing from their audience. But if I do it this way, then I can say, "Hey,

[7:37] YouTube https://youtu.be/60_7PU9JDIw?t=450 || My $100M Leads Affiliate Marketing Guide
I actually want to support you in your audience." And that way when you make this email to your list, it doesn't cost you anything. And so that's why I engineered it this way so that this is just goodwill they gain and the reason why is aligned so that their incentive, my incentive, and the audience's

[7:50] YouTube https://youtu.be/60_7PU9JDIw?t=463 || My $100M Leads Affiliate Marketing Guide
incentive are all aligned towards the same outcome, which is to get the click and to sign up for the event. So, whenever you're making something for any affiliate, you want to align all of the incentives to the greatest degree possible. Now, when you say, "I'm just going to pay them," that aligns your

[8:02] YouTube https://youtu.be/60_7PU9JDIw?t=475 || My $100M Leads Affiliate Marketing Guide
incentive and their incentive, but not the audience's incentive. And so, the more aligned incentives you get, the bigger the outcome. Now, the second level is regular affiliate. So, if you're like, "Okay, well, right now I think the top the top people all have like a thousand people that they've sent

[8:13] YouTube https://youtu.be/60_7PU9JDIw?t=486 || My $100M Leads Affiliate Marketing Guide
over to uh the book launch for us." And so, if you have a,000 total followers, the likelihood that you're going to send all thousand is probably pretty low. And so, you might be like, "Well, why even bother?" So, you have to answer that question, which is why I have the second tier. So, why bother even affiliating to

[8:27] YouTube https://youtu.be/60_7PU9JDIw?t=500 || My $100M Leads Affiliate Marketing Guide
begin with, why bother even promoting this? I said, if you get more than 10 to show up to the event, just 10 people, and if you have an email list or you have any following whatsoever, even if you don't have any of those things, you just know 10 people who you think it would be valuable, you don't have to

[8:39] YouTube https://youtu.be/60_7PU9JDIw?t=512 || My $100M Leads Affiliate Marketing Guide
have any marketing skills to get 10 people to a thing. And the reason you would do it, remember, aligned incentives, is that they trust that if I say, "Hey, this is going to be worth it. I'm going to deliver on that." And the reason they might be able or willing to make that bet is because if I've said it

[8:51] YouTube https://youtu.be/60_7PU9JDIw?t=524 || My $100M Leads Affiliate Marketing Guide
in the past that it would be worth it, I've delivered on that. And so to give you a bit of context, I've only emailed my list, I think, like three or four times in the past year. And I've made a lot of content. We put out 250 a week, 1,000 pieces of content a month. So 12,000 a year, right? Roughly in terms

[9:06] YouTube https://youtu.be/60_7PU9JDIw?t=539 || My $100M Leads Affiliate Marketing Guide
of pieces of content, and only four pieces of content that I say, I think you guys should go check this out. It's worth the time, right? Not to say I don't think the other time is worth it, but if I'm going to make the ask, I want to make sure that whatever they get is far in excess. Because let's say every

[9:18] YouTube https://youtu.be/60_7PU9JDIw?t=551 || My $100M Leads Affiliate Marketing Guide
piece of content 80% of people think it's good and 20% of people think it's mid, whatever. Okay? But if I know that 99% of people are going to believe that it's going to be amazing, then that's one where I have a low risk of saying, "Hey, you're going to get more than your time by doing this or by watching this."

[9:31] YouTube https://youtu.be/60_7PU9JDIw?t=564 || My $100M Leads Affiliate Marketing Guide
And so from the big picture perspective, when you're promoting this, you don't want to like smash everyone all at once the whole time because then people get sick of you, right? The best analogy I've heard from this is something called whisper tea shout. And I heard this somewhere at some event and I don't know

[9:43] YouTube https://youtu.be/60_7PU9JDIw?t=576 || My $100M Leads Affiliate Marketing Guide
who originally came up with it, but I just love this. You got whisper t-shirt. And this is really like the three phases of promoting anything. So whisper is where you drip itty bit like not even hints. You're just building anticipation. And so this is like the Godzilla scene in the movie theaters that's just like the foot and it just

[9:59] YouTube https://youtu.be/60_7PU9JDIw?t=592 || My $100M Leads Affiliate Marketing Guide
says May 2025, right? And so they don't tell you the plot. There's no character development. It's just enough to get you excited. That's all it is. within the context of this book over the last two years I've just been sprinkling little stories of me like oh another day of writing another like just oh got another

[10:18] YouTube https://youtu.be/60_7PU9JDIw?t=611 || My $100M Leads Affiliate Marketing Guide
thing I got something good for you like and I'm just showing just not a lot not saying what's inside of it not talking at all about the contents just saying I'm writing a book and this some and it's going to be good you guys are going to love it right and showing the work because let me give you a quick example

[10:30] YouTube https://youtu.be/60_7PU9JDIw?t=623 || My $100M Leads Affiliate Marketing Guide
on this is that if I said I spent 2 years making this 10-minute video how likely would it be that you think that video was good compared compared to I said, "Hey, I spent 2 hours on this 10-minute video." You'd probably be way more likely to watch the 10-minute video that I spent 2 years working on. And so,

[10:47] YouTube https://youtu.be/60_7PU9JDIw?t=640 || My $100M Leads Affiliate Marketing Guide
the same thing works with whatever projects you want to sell. The further out you can show them that you're working on this thing, the more they'll believe that you have invested in it. And I learned this from an early mentor of mine. He said, "The key to making it a big deal is to make it a big deal."

[10:59] YouTube https://youtu.be/60_7PU9JDIw?t=652 || My $100M Leads Affiliate Marketing Guide
And so, like, it doesn't matter what you're doing. If you tell people that something's a big deal, then they will believe that it's a big deal. And so, I can't say it more simply than that. And so if I show you that I've been working on this for 2 years, then when I say it's finally ready, people be like,

[11:11] YouTube https://youtu.be/60_7PU9JDIw?t=664 || My $100M Leads Affiliate Marketing Guide
"Wow, he's worked a long time on this. I want to check it out." So you build curiosity here. We transition to the tease phase. Let me let me walk you through. So phase one is 6 weeks plus out. That means like 3 months out, 12 months, 2 years out. You're just whispering. It's all we're doing here. Then we get into teasing. So, this is

[11:27] YouTube https://youtu.be/60_7PU9JDIw?t=680 || My $100M Leads Affiliate Marketing Guide
where you you peel back a corner of the page and you and you show one page or you do a reading of a paragraph or you make videos about some of the content, right, that's inside the book. Now, you don't show the whole thing. You just zoom in on a little bit, just a just a clip, just a little something something.

[11:43] YouTube https://youtu.be/60_7PU9JDIw?t=696 || My $100M Leads Affiliate Marketing Guide
So, they're like, "Ooh, now I have a prediction of what type of value I'm going to get from this thing." Right? Now, you're looking at the trailer, right? That's 30 seconds long that has a couple dinosaurs running in and out. You're like, "Ooh, there's there's action in this." like you get a general

[11:56] YouTube https://youtu.be/60_7PU9JDIw?t=709 || My $100M Leads Affiliate Marketing Guide
direction of what this movie is going to be about. This is 6 weeks to 7 days. Then you transition to shout. Shout is the last seven days leading up into the thing. At this point, you're not whispering. You're not teasing. You're not hinting. You're like, "This is the thing. It's going to be awesome. Be

[12:12] YouTube https://youtu.be/60_7PU9JDIw?t=725 || My $100M Leads Affiliate Marketing Guide
there." And most of this is reminders. A big part that most people mess up, and this is what I see a lot of marketers do overall, is they spend six weeks shouting, right? People literally get bored of your thing before before it even happens cuz you've talked about it so much, right? So that's number one.

[12:24] YouTube https://youtu.be/60_7PU9JDIw?t=737 || My $100M Leads Affiliate Marketing Guide
And you want it to be a you want it to feel like this. It's like intermittent intermittent more frequent and then you crescendo up into whatever the event is, right? And you get big lots of money. There you go. Right? When we're in the shout phase, how effective you are at the shout is actually predicted by

[12:40] YouTube https://youtu.be/60_7PU9JDIw?t=753 || My $100M Leads Affiliate Marketing Guide
everything you did before that. And so what happens is most people don't provide enough value before they say, "Hey, I've got my thing." Right? And so what they have to do is they start having to artificially create value and increase their content frequency in order to approximate having provided value beforehand. And so they try and

[12:55] YouTube https://youtu.be/60_7PU9JDIw?t=768 || My $100M Leads Affiliate Marketing Guide
provide value and ask and provide value and ask at the same time. And it just looks disjointed because they don't have any goodwill that to withdraw from. And so then they ask and shout even harder and louder until eventually no one listens to them. And you don't want that. We want to be really careful about

[13:08] YouTube https://youtu.be/60_7PU9JDIw?t=781 || My $100M Leads Affiliate Marketing Guide
when we're shouting. It is super effective, but then you burn it out quickly. And so you want to use it right here so it leads to the event. During the whisper and tease phase, and this is something that uh my brand director and I, Caleb, had a long discussion about, which is during these time periods, are

[13:22] YouTube https://youtu.be/60_7PU9JDIw?t=795 || My $100M Leads Affiliate Marketing Guide
we going to only talk about the book? It's like, well, no. What about during the cheese phase? Are we only going to talk about the book? No. We're going to still provide value the exact same way we have been, in the exact same volume we have been, and then added it on top. So, think about that. You're like,

[13:34] YouTube https://youtu.be/60_7PU9JDIw?t=807 || My $100M Leads Affiliate Marketing Guide
"Wait, that sounds like more work." Sure is. My team's behind the camera just sweating. The idea though is that why would I want to decrease the value that I'm providing my audience during the time when I want to ask them to do something even more. It's like no, not only do I want to make sure that I'm providing my regular

[13:50] YouTube https://youtu.be/60_7PU9JDIw?t=823 || My $100M Leads Affiliate Marketing Guide
value, which is about business content in general, growing businesses, scaling, sales, marketing, etc., but then I also want to talk about the book. And if you want to be clever with it whenever you're making your advertisements, cuz this is an advertisement. If it just means making other people know about

[14:03] YouTube https://youtu.be/60_7PU9JDIw?t=836 || My $100M Leads Affiliate Marketing Guide
your stuff, that's what I'm doing, right? You want to still make sure that the advertisement itself is still valuable. Like, who here likes going to the movie theater and then watching the trailers? I love watching the trailers before movie. Like, I'm bummed if I don't get the first 15 minutes before

[14:14] YouTube https://youtu.be/60_7PU9JDIw?t=847 || My $100M Leads Affiliate Marketing Guide
the movie. Why? Because they are valuable. They're entertaining. I like watching them. And so, there's a reason they designed them that way. People share trailers. Why? Cuz it's valuable. And if you share the trailer, what did it do? You got more people to find out about it. Which is why well-designed

[14:26] YouTube https://youtu.be/60_7PU9JDIw?t=859 || My $100M Leads Affiliate Marketing Guide
advertisements provide value to the person and let them know about the thing. That's the magic throughout this whole process. If you think about value as this line, this is constant all the way through. it unch it's unchanging. All right, so we're providing value the whole time and then we sprinkle in

[14:41] YouTube https://youtu.be/60_7PU9JDIw?t=874 || My $100M Leads Affiliate Marketing Guide
whisper whisper. Then we start showing more details about what they're going to find out the value that they're going to get and then we remind we remind we remind until the event. Meanwhile, still posting value, still adding to the audience so that each of these hit. Because think about this, every day you

[14:55] YouTube https://youtu.be/60_7PU9JDIw?t=888 || My $100M Leads Affiliate Marketing Guide
have new people who come into your world and they don't have 2 years of goodwill. So, I have probably more people coming into my world right now because so many more people are are promoting my book that I actually have to deliver more value than I ever have because I have so many new people who are now going to

[15:08] YouTube https://youtu.be/60_7PU9JDIw?t=901 || My $100M Leads Affiliate Marketing Guide
find out about my stuff. And what a shame it would be if they enter my world and then the only thing they have is a is a smash from me saying, "Go grab something. Go check out my virtual event." Right? So, I have to be delivering in higher amounts because I have more people than ever who are seeing your stuff. Right? That's the

[15:24] YouTube https://youtu.be/60_7PU9JDIw?t=917 || My $100M Leads Affiliate Marketing Guide
idea. And that is the whole concept between the three-phase attack of whisper tease shout. And for everyone who wants to use paid influencers, paid affiliates, endorsements, I have tons of money examples, costs and returns, how to calculate it, how to set what percentages for what tiers of affiliates, how to set up multiple

[15:39] YouTube https://youtu.be/60_7PU9JDIw?t=932 || My $100M Leads Affiliate Marketing Guide
tiers, how much value I put in each one. I have all of those in all the best practices that I've used inside of here. I didn't want to include it in this video, not cuz I don't want to share it because I think a lot of people would get lost in the numbers and you probably want to read and reread it again in

[15:50] YouTube https://youtu.be/60_7PU9JDIw?t=943 || My $100M Leads Affiliate Marketing Guide
front of you, which is why it's in the book. So, if this is interesting and you're like, man, I would love to find a way that other businesses could advertise my stuff on my behalf and do it for free or do it only after I've made money so there's no risk to me, then affiliates are your play. So, let's

[16:02] YouTube https://youtu.be/60_7PU9JDIw?t=955 || My $100M Leads Affiliate Marketing Guide
talk about the actual mechanics of this. All right, so for me, because I didn't have to do payouts, it became significantly easier for me to get affiliates. All right? Because typically, when you have an affiliate, there's two ways to do it. You can have paid and unpaid. So, paid affiliates, you either pay them with money or you

[16:18] YouTube https://youtu.be/60_7PU9JDIw?t=971 || My $100M Leads Affiliate Marketing Guide
scratch their back, they scratch your back, right? This is the collab. This is the I'll promote your thing if you promote my thing. Now, for me, I don't feel confident that I could promote a lot of my affiliate stuff. Just being really candid because I don't know if they're necessarily at that level yet or

[16:29] YouTube https://youtu.be/60_7PU9JDIw?t=982 || My $100M Leads Affiliate Marketing Guide
I wouldn't risk the trust that I have built with my audience. Just being very candid. But they're not asking me to do that. So, that's okay. Now, on the unpaid side, they have to get other things. And that's where I'm adding those extra bonuses in in order to get them to want to do it. When you have a

[16:42] YouTube https://youtu.be/60_7PU9JDIw?t=995 || My $100M Leads Affiliate Marketing Guide
paid affiliate, you have to get them to fill out all these forms, taxes, so that you can pay them and they can be seen as uh I don't even remember what it is. Maybe it's a K1 or a 1099. I don't I think it's a 1099. They get a 1099 from your company because they'll have sent you money and then you have to send them

[16:58] YouTube https://youtu.be/60_7PU9JDIw?t=1011 || My $100M Leads Affiliate Marketing Guide
money back and there's all these forms you have to have them fill out. Now, the good thing with this is that if someone goes to the trouble of doing this, the likelihood that they want to promote is significantly higher. So, there are benefits to this. If I'm in a B2B business all day long, I want to have a

[17:08] YouTube https://youtu.be/60_7PU9JDIw?t=1021 || My $100M Leads Affiliate Marketing Guide
little bit more friction. I want to qualify the affiliates. I want to make sure that they're sending the right types of people to whatever it is that I have, especially if I'm selling services. Now, I have a book which is delivered without my time. And so, I'm willing to forgo some of the friction that I would normally put in with a B2B

[17:23] YouTube https://youtu.be/60_7PU9JDIw?t=1036 || My $100M Leads Affiliate Marketing Guide
business in order to get more scale and volume in a BTOC scenario. So, for here, the way the opt-in form worked for our affiliate uh campaign, if you've if you want to check it out, you can go to acquisition.com/affiliate. And what you'll see is you'll see a first name, last name, email, phone, and that's it. and you'll see a button when

[17:40] YouTube https://youtu.be/60_7PU9JDIw?t=1053 || My $100M Leads Affiliate Marketing Guide
they click that the thank you page and we did it in two ways. The thank you page has their now custom link that they can use to promote your thing and they get an email because sometimes people lose it or they don't screenshot or whatever that also has a copy of that. This sounds like tiny stuff but

[17:52] YouTube https://youtu.be/60_7PU9JDIw?t=1065 || My $100M Leads Affiliate Marketing Guide
sometimes like the extra email or putting on the thank you page makes a 25% difference in the amount of people who promote your stuff. And as a side benefit here, we actually changed the banner on top of the submit form and increase the amount of affiliates who decided to sign up on the optage by 60%.

[18:07] YouTube https://youtu.be/60_7PU9JDIw?t=1080 || My $100M Leads Affiliate Marketing Guide
All right. And so little things can still make huge differences in the campaign, which is why I'm sharing these tiny details with you. Now, when you want the affiliates to sign up, if you want volume, you make it easier. If you want quality, you make it harder. And the pushpull in business is figuring out

[18:20] YouTube https://youtu.be/60_7PU9JDIw?t=1093 || My $100M Leads Affiliate Marketing Guide
where the sweet spot is for your for your products at your price point. I'm going really mass market for a book, which is considered probably a pretty cheap thing. All right. And so I can go all the way on this side. And then I'm trying to make this as easy as humanly possible. So like, how long does it take

[18:33] YouTube https://youtu.be/60_7PU9JDIw?t=1106 || My $100M Leads Affiliate Marketing Guide
to sign up to be an affiliate of the book? 30 seconds. And literally someone could go 30 seconds and then make a story on social media and immediately share it and get leads, right? So I made it really low time delay. Remember the value equation. We can still apply it to every step in this whole process. So the

[18:47] YouTube https://youtu.be/60_7PU9JDIw?t=1120 || My $100M Leads Affiliate Marketing Guide
value is they become an affiliate. The time delay is 30 seconds. The effort and sacrifice is they type their stuff in. And the perceived likely that it works is they click submit. And if it works, they're done. Right? So we still apply the same four variables to every step in this process to get the most amount of

[18:59] YouTube https://youtu.be/60_7PU9JDIw?t=1132 || My $100M Leads Affiliate Marketing Guide
people to promote your stuff. Now, from your promotional as aspects, there are two big promotions that you'll be running concurrently. Again, remember I said there's two types of customers. Well, that means that I'm running marketing campaigns to the customers who I want to show up to the event and I'm

[19:12] YouTube https://youtu.be/60_7PU9JDIw?t=1145 || My $100M Leads Affiliate Marketing Guide
also now running campaigns to the affiliates to remind them to promote the event, right? Because once you get the affiliate, that's the easy part. The hard part is getting them to advertise your thing. And so this is where reminders, reachouts, like tokens, here's Starbucks, just getting them engaged, messaging them to remind them

[19:30] YouTube https://youtu.be/60_7PU9JDIw?t=1163 || My $100M Leads Affiliate Marketing Guide
to keep doing it. Because the thing is is if they promote it once, it'll help a little bit. But if they promote it consistently throughout the whole time, they're all in. And the depth that you will get with their audience, because their audience will see that they are bought in, you will carry on some of

[19:42] YouTube https://youtu.be/60_7PU9JDIw?t=1175 || My $100M Leads Affiliate Marketing Guide
that trust when you make your offer for whatever it is. So one of the important things is that I have a big list of people who going to this event. And so I said, "Hey, it would mean the world to me if you shared this event with your audience." So I sent two emails to that big list. And from those two emails, we

[19:56] YouTube https://youtu.be/60_7PU9JDIw?t=1189 || My $100M Leads Affiliate Marketing Guide
got 9,000 people to say they wanted to register. Now, I shared it on my story and I shared in other places, but the majority of that came from my email list who decided to become affiliates and promote it to their audiences. Here's a mistake that a lot of people make is that they will then keep messaging the

[20:10] YouTube https://youtu.be/60_7PU9JDIw?t=1203 || My $100M Leads Affiliate Marketing Guide
audience that's supposed to show up to the event to promote the event and then they lose goodwill in that audience. And so I opt to do two max three advertisements over the entire length of whatever your campaign is to let them know that the opportunity exists. And even within those messages, I assume

[20:26] YouTube https://youtu.be/60_7PU9JDIw?t=1219 || My $100M Leads Affiliate Marketing Guide
that my customers are going to be the vast majority of people are going to read this. So be smart about what you're saying. Don't be like, "Oh man, we're going to sell a shitload of books here." Right? Like you can't say that, right? Like because your customers are like, "That's how he sees me." Right? You

[20:39] YouTube https://youtu.be/60_7PU9JDIw?t=1232 || My $100M Leads Affiliate Marketing Guide
don't want that. And so the idea is like this is going to be an amazing event. like you want to continue to edify the event and follow the same messaging buckets that you would about the main thing, but then tie in the why it ties to the mission for them to also support you and the whole cause overall. And so

[20:52] YouTube https://youtu.be/60_7PU9JDIw?t=1245 || My $100M Leads Affiliate Marketing Guide
for us, we sent two emails that created 9,000. And then once they get onto that list, then they've given you permission to give them way more information. But even then, I tend to just because probably my communication style in general, I tend to communicate thoroughly, but not as frequently. Like some people want to email every day.

[21:08] YouTube https://youtu.be/60_7PU9JDIw?t=1261 || My $100M Leads Affiliate Marketing Guide
That's not my vibe. And so every week and we set the expectation up front. you will get two emails a week from me from now until the day of the thing. And that way they can think, okay, there's five weeks. I'm going to get 10 emails from Done. And then what do I do when I make my promises? I keep my promises. And so

[21:21] YouTube https://youtu.be/60_7PU9JDIw?t=1274 || My $100M Leads Affiliate Marketing Guide
I say, the first email is going to be more content that you can then use because I'm going to give them stuff in real time. Now, what did we do with the content? I told you I gave them the black book. Was there any more stuff? Of course there was. But I didn't give it up front because I knew that everybody

[21:32] YouTube https://youtu.be/60_7PU9JDIw?t=1285 || My $100M Leads Affiliate Marketing Guide
was going to take that stuff because now that's their insider intel that shows that they have more inside knowledge than anyone else does, which is why people click their link and also gives them stronger brand association. But then 3 weeks in, I'm going to give them another big packet of stuff that they

[21:44] YouTube https://youtu.be/60_7PU9JDIw?t=1297 || My $100M Leads Affiliate Marketing Guide
can then use so that I can guarantee that their ads don't get stale as they promote my thing, just like I would for myself. So I would not give them that same advantage cuz I want them to promote it and I want it to work. Two emails a week, one with the content and the other with the update of where they

[21:57] YouTube https://youtu.be/60_7PU9JDIw?t=1310 || My $100M Leads Affiliate Marketing Guide
stand. Cuz a lot of people are like, well, where am I? How many do I have? And this is the part that a lot of people don't get is that you have to give them tracking back. Now, the more advanced you are as an affiliate marketer and people who manage networks of affiliates, sometimes you need to have back-end tie-ins so they can get

[22:10] YouTube https://youtu.be/60_7PU9JDIw?t=1323 || My $100M Leads Affiliate Marketing Guide
pixel fires and all sorts of stuff. Now, for me, because of the nature of this event, I didn't mess with any of that cuz I wanted to make it very easy, very light lift for all the affiliates. And I wanted to be more on goodwill and if they're aligned with the cause more than because they're trying to get a

[22:20] YouTube https://youtu.be/60_7PU9JDIw?t=1333 || My $100M Leads Affiliate Marketing Guide
paycheck. The right affiliates are also stoked about the thing, right? And this is a piece that I think a lot of people miss when they do this is they're like, if you just try to get people for the money, then it means you've hired mercenaries. If you get people for the cause, you've hired missionaries, right?

[22:31] YouTube https://youtu.be/60_7PU9JDIw?t=1344 || My $100M Leads Affiliate Marketing Guide
And you want missionaries, not mercenaries, because mercenaries will just go to the next person who has the highest bidder. And then you basically have a reverse race to the bottom. You have a race to the top in terms of how much you're willing to pay them to promote your thing, which is not a type of business that I want to be in. And so

[22:44] YouTube https://youtu.be/60_7PU9JDIw?t=1357 || My $100M Leads Affiliate Marketing Guide
I'd rather say, hey, you're not going to get anything, but you're going to get all this goodwill. And if you're associated with that or you want to associate with that, then here's a way to do it that's fast and easy. And so we provide them even more value than the people who are on the list in their

[22:56] YouTube https://youtu.be/60_7PU9JDIw?t=1369 || My $100M Leads Affiliate Marketing Guide
sphere. Like it's not it's more value, it's different value that they would find interesting. like me explaining how I'm doing this affiliate thing is valuable for them so that they can use it on their own stuff because these are all marketers and promoters in their own right have their own businesses and so

[23:08] YouTube https://youtu.be/60_7PU9JDIw?t=1381 || My $100M Leads Affiliate Marketing Guide
for them half the value is seeing what I'm doing behind the scenes so that they can employ it themselves. I'll bet you a third of the list of the 9,000 are just want to see what I'm doing and aren't even planning to promote it at all and that's okay. I'm fine with that. All right, but by the way, if you are going

[23:20] YouTube https://youtu.be/60_7PU9JDIw?t=1393 || My $100M Leads Affiliate Marketing Guide
to promote, go promote. The the TLDDR here is provide value to them just like you would a customer. Give them stats of where they're at. Be consistent with whatever promises you make. be upfront about the expectations that you have of them and what expectations they can have of you and then stick to those. And then

[23:33] YouTube https://youtu.be/60_7PU9JDIw?t=1406 || My $100M Leads Affiliate Marketing Guide
the last week, the last few days, a couple extra reminders and then you're on. And then after that, you announce the winners and you give them the prizes that you promised. And when you choreograph all that together, you might be like, "Man, that's a lot of work." Well, yeah, but so is so valuable is

[23:46] YouTube https://youtu.be/60_7PU9JDIw?t=1419 || My $100M Leads Affiliate Marketing Guide
having 9,000 other people promoting your stuff for you. Because if you think about it, at the end of the day, there's two people who can promote what you have. You and other people. And there are more of them than there are of you. There's a lot of people in the world and there's a lot of people who don't know

[23:58] YouTube https://youtu.be/60_7PU9JDIw?t=1431 || My $100M Leads Affiliate Marketing Guide
who you are. And so if you can find a way to make it a win-win win, you unlock as much traffic as you want for whatever it is you're trying to sell. And so the win-win-win, cuz I'm going to say this again, I think it's important, is that you have to win, the affiliate has to win, and most importantly, their

[24:12] YouTube https://youtu.be/60_7PU9JDIw?t=1445 || My $100M Leads Affiliate Marketing Guide
audience has to win. And if you can if you can show them that their audience wins by them associating with you, you will unlock the doors to as much promotion as you want. And the coolest part, and I'm saying this again, is that this is absolutely free. Anyone can do this. And all you do is you lead with

[24:25] YouTube https://youtu.be/60_7PU9JDIw?t=1458 || My $100M Leads Affiliate Marketing Guide
value. And you have to remember that you now have two customers. You have your affiliates that you have to make offers to and deliver on and market to and provide value to. And you have the customers, yours and their customers that you now have to deliver on. And I will tell you this, the standards that

[24:37] YouTube https://youtu.be/60_7PU9JDIw?t=1470 || My $100M Leads Affiliate Marketing Guide
the affiliates will have for how you treat their customers will be even higher than how you treat your customers. And the main thing is is because everybody thinks they treat their customers better than they really do. And so they expect anyone else to treat them with the utmost respect and care. Having affiliates forces you to

[24:50] YouTube https://youtu.be/60_7PU9JDIw?t=1483 || My $100M Leads Affiliate Marketing Guide
raise your own standards for how you how good you are at messaging and advertising in general, which is one of the things I kind of like about it because it gives me a little bit more pressure to keep overd delivering. And I will tell you that there are a couple things that I made, a couple tweaks that

[25:02] YouTube https://youtu.be/60_7PU9JDIw?t=1495 || My $100M Leads Affiliate Marketing Guide
I made to how we're promoting the book that I only made after some of my closest friends were like, "Dude, I'm going to be pushing this to my whole audience." And I was like, "I need to say this differently. I need to word this differently." and these tiny tweaks that I think will give huge out huge

[25:14] YouTube https://youtu.be/60_7PU9JDIw?t=1507 || My $100M Leads Affiliate Marketing Guide
outcomes for us and them, but I wouldn't have done if I didn't have that next level of pressure. And so that is the complete behindthe-scenes affiliate guide of how I promoted this book, $100 million leads. And maybe by the time you see this, we'll be at 10,000. And real quick, if you have an audience that's

[25:30] YouTube https://youtu.be/60_7PU9JDIw?t=1523 || My $100M Leads Affiliate Marketing Guide
big or small, and you've enjoyed the content or you enjoyed the last book and you think that your audience or your friends would enjoy the next book, then you can go register and actually promote it at acquisition.com/affiliate. And there's no financial incentive. And you can tell your audience that you have

[25:43] YouTube https://youtu.be/60_7PU9JDIw?t=1536 || My $100M Leads Affiliate Marketing Guide
no financial incentive for doing it. And the idea is that if they click your link, you might enter to win. But I forgot to say the last little secret, which is that if you just get over 10 people to the event, I'll give you two bonus chapters that I'm not going to release in the book just for every single person who brings 10 people to

[25:56] YouTube https://youtu.be/60_7PU9JDIw?t=1549 || My $100M Leads Affiliate Marketing Guide
the event because it means so much to me that I didn't put the value in the book just to give it to you guys because I knew that I wanted this to be special and I wanted to demonstrate what I say in the book in real life. And now that you understand the affiliate strategy that I'm using to promote $100 million

[26:10] YouTube https://youtu.be/60_7PU9JDIw?t=1563 || My $100M Leads Affiliate Marketing Guide
leads, here is the next video for making you more dollars.


VIDEO
TITLE: The 3 Core Roles Every Company Needs
URL: https://youtu.be/6G_Lj8SavD8
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/6G_Lj8SavD8?t=0 || The 3 Core Roles Every Company Needs
We've essentially made 20 million in revenue across all our different companies. So, we have quite a small um core team that kind of essentially The company is called Deep Pockets. Yeah. Okay. But we've we've started like a bunch of different um businesses. So, it's a holding company. We have an umbrella company called

[0:18] YouTube https://youtu.be/6G_Lj8SavD8?t=11 || The 3 Core Roles Every Company Needs
Swaggy, Inc., but then we just start different businesses that we essentially have been doing really well in. Yes. And um I guess we have a really small You guys have the logistics company that's pre-revenue right now that has three million in contracts that you just have to figure out. And then you have

[0:32] YouTube https://youtu.be/6G_Lj8SavD8?t=25 || The 3 Core Roles Every Company Needs
the other businesses doing 2.4 which is like the the you know older old folks help stuff. Correct. That's you. Oh I thought I thought she was part of your holding company because you said you brought a bunch of people. That's why that's why I figured I'd clarify. Okay. Different holding company. Okay.

[0:47] YouTube https://youtu.be/6G_Lj8SavD8?t=40 || The 3 Core Roles Every Company Needs
So you guys start companies. Yeah. And incubate them. Yes. Yeah. Right now, Deep Pockets, this is our financial literacy program where we just sell educational um content to traders and anyone who wants to like branch out for that for forex. Okay. Um but we have a small core team and what I was essentially asking for any

[1:05] YouTube https://youtu.be/6G_Lj8SavD8?t=58 || The 3 Core Roles Every Company Needs
business other than the CEO and um like the founder, what would be the three core members or roles that any business would need in order to succeed? because right now we do have some employees that kind of are flexible in what their um roles are and we're they're looking at like um just being a key asset to the

[1:26] YouTube https://youtu.be/6G_Lj8SavD8?t=79 || The 3 Core Roles Every Company Needs
team but don't have an actual job description or so for that. Uh the first thing I'll do is I'll just kind of challenge the question which is that it's not like what are the three key people so I could just be like I'll reject the premise. Um it's more so what are the functions what things must occur

[1:43] YouTube https://youtu.be/6G_Lj8SavD8?t=96 || The 3 Core Roles Every Company Needs
in a business and whether one person does them or 20 people do them these things have to happen right at the most foundational level you have to have someone who can promote right someone who can advertise let people know about the stuff right now that also t technically includes conversion so that one person

[1:56] YouTube https://youtu.be/6G_Lj8SavD8?t=109 || The 3 Core Roles Every Company Needs
who goes and gets customers the other person is the person who builds the thing right who's the one who's at head of product or the service making sure that it continues to be exceptional um and then the third kind of function is who's running the dayto-day who's operating, who's leading the team, who's

[2:12] YouTube https://youtu.be/6G_Lj8SavD8?t=125 || The 3 Core Roles Every Company Needs
continuing to basically build the culture, who's the one who's um you know, recruiting the the people in setting the standards for how the company runs. Now, there's the things that have to occur. One person can do all three of those things. Yeah, it's difficult, hard to find, easier to find three people. Sometimes you find

[2:26] YouTube https://youtu.be/6G_Lj8SavD8?t=139 || The 3 Core Roles Every Company Needs
six people um who can do those things and they have, you know, varying degrees like I can build product stuff. I can also advertise and I can operate to a degree, right? Operation is not my strongest suit. That's where Leila's, you know, uh a G, right? and she can also obviously advertise. She has multiple million followers u that she

[2:42] YouTube https://youtu.be/6G_Lj8SavD8?t=155 || The 3 Core Roles Every Company Needs
has and she also like can do product stuff, but she probably if I were to pick two of those three buckets, she's probably more uh advertising in ops with ops being the primary. And so um if you're asking the question of like who do we need to hire for each of our portfolio companies, I would just say

[2:56] YouTube https://youtu.be/6G_Lj8SavD8?t=169 || The 3 Core Roles Every Company Needs
where is the deficiency with each of those companies and does that deficiency tie to the constraint of the business? Okay. So, if you're demand constrained and no one in the company knows how to advertise, that makes sense. If you're demand constrained and someone sorry, you're not demand constrained um and no

[3:15] YouTube https://youtu.be/6G_Lj8SavD8?t=188 || The 3 Core Roles Every Company Needs
one knows how to advertise, who cares. It's not the constraint today. So, we still always start with are we supply or demand constrained? And if once we know which one we are, because you really can for the most part just be one of the two. Um we basically ignore everything else on the other side. And

[3:31] YouTube https://youtu.be/6G_Lj8SavD8?t=204 || The 3 Core Roles Every Company Needs
until we have a, you know, once we've cracked demand enough that we now are have supply constraints, then we fix supply and then we ignore demand. And basically there's a very there's a there's a cadence kind of a rhythm to it of alternating between the two. And so Leila and I joke which is like one of us

[3:46] YouTube https://youtu.be/6G_Lj8SavD8?t=219 || The 3 Core Roles Every Company Needs
is always killing ourselves. Never both of us at the same time same time. So it's like I'm like, "Oh god." She's like, "Hey, we need to, you know, fill up these calendars." I'm like, "All right, I'll you know, I'm gonna go drum my drum my whatever and and get, you know, get these calendars filled." And

[3:59] YouTube https://youtu.be/6G_Lj8SavD8?t=232 || The 3 Core Roles Every Company Needs
then after that I'm like, we good? You know, great. All right. And then I just hang out and then she's like, "Oh my god, we need more people to deliver so we can expand the calendar availability." And so it's really it's going to be normal at Charles Street between those things. Okay. Thank you. Sure. If you're a business owner and you

[4:14] YouTube https://youtu.be/6G_Lj8SavD8?t=247 || The 3 Core Roles Every Company Needs
are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck

[4:28] YouTube https://youtu.be/6G_Lj8SavD8?t=261 || The 3 Core Roles Every Company Needs
and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales,

[4:40] YouTube https://youtu.be/6G_Lj8SavD8?t=273 || The 3 Core Roles Every Company Needs
customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and

[4:54] YouTube https://youtu.be/6G_Lj8SavD8?t=287 || The 3 Core Roles Every Company Needs
if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: $250M CEO Explains How to Build A Brand in 2026
URL: https://youtu.be/6Xp0ox_IbE4
PRIMARY_TOPIC: content
TOPICS: content, branding, content, offers

[0:00] YouTube https://youtu.be/6Xp0ox_IbE4?t=0 || $250M CEO Explains How to Build A Brand in 2026
What you're lacking is a brand. Like you developing more products does not make a brand. You developing associations that are premium is what makes the brand. And so the AI influencers and all that stuff that you're going to go do, that's fine. But they don't have brands. And so you have a lot of people, you're

[0:18] YouTube https://youtu.be/6Xp0ox_IbE4?t=11 || $250M CEO Explains How to Build A Brand in 2026
basically just getting free clicks. That's what this is. But if you want the the value of the association, that's where there's probably one or two, three, maybe big Mexican female influencers that you need to recruit, give tiny tiny slivers of the company or not at all pay them to be the face of the company to get the associations in

[0:42] YouTube https://youtu.be/6Xp0ox_IbE4?t=35 || $250M CEO Explains How to Build A Brand in 2026
place. That's what has to happen. Okay? So said differently, if school were to have just gotten a bunch of AI affiliates to go make content about school, that does not do the same thing for school as me investing in school and then talking about school because I have trust. The AI avatar doesn't. And so that that's the problem you're

[1:08] YouTube https://youtu.be/6Xp0ox_IbE4?t=61 || $250M CEO Explains How to Build A Brand in 2026
trying to solve is you're trying to solve a trust issue with more products which is just irrelevant. Doesn't it doesn't actually translate. Now, the product itself has to be exceptional. That reinforces the brand. That's good. If the product sucks, it doesn't matter what happens after that, right? You'll

[1:21] YouTube https://youtu.be/6Xp0ox_IbE4?t=74 || $250M CEO Explains How to Build A Brand in 2026
get the first purchase and then that's it. And you won't get a good person to go promote it because they know the product sucks. It hurt their brand, right? And so, people will then say, "Okay, well, there's a zillion lotions and potions on the internet. I trust her because I've consumed her stuff and I

[1:32] YouTube https://youtu.be/6Xp0ox_IbE4?t=85 || $250M CEO Explains How to Build A Brand in 2026
know she wouldn't sacrifice her reputation just to make a quick buck." And that's what reinforces and elevates the brand. Okay. Okay. So, I'm fine with the AI thing. I think it's cheap clicks. I think that if you want to solve the brain thing, you need two to three premium associations. And here's what's going to get here's

[2:00] YouTube https://youtu.be/6Xp0ox_IbE4?t=113 || $250M CEO Explains How to Build A Brand in 2026
where it gets really interesting. If you get those two to three premium associations, guess who else will want to promote your The people who are not as cool as them, but wish they were as cool as them. What you're trying to do is capture the cool. Yeah. And you don't get that with AI slot. You'll get impressions. People will have

[2:21] YouTube https://youtu.be/6Xp0ox_IbE4?t=134 || $250M CEO Explains How to Build A Brand in 2026
heard of you, but they will not have positive association. They will have heard of you. It's a it's a reach play, not an influence play. You want influence. So like the real real the real real is that you have an arbitrage business. Yes. And it's very difficult to turn arbitrage business into a strong brand

[2:42] YouTube https://youtu.be/6Xp0ox_IbE4?t=155 || $250M CEO Explains How to Build A Brand in 2026
because the arbitrage stuff, all the huge amounts of content that you're pumping out typically are not cool. And so cool people don't want to associate with it. So they don't. And so the harder the harder way to grow this into a true brand, which is what you want, I think, right, is to build like we want to be the number one thing. Like

[3:01] YouTube https://youtu.be/6Xp0ox_IbE4?t=174 || $250M CEO Explains How to Build A Brand in 2026
name a single skincare brand that is big that has grown the way you've grown. That's way it road. They have like how many big They have like You would know better than me, but they Isn't that uh Yeah, it's Bieber. Yeah. Oh, yeah. I mean, it's the same thing minus Haley Bieber. But like it's her brand.

[3:27] YouTube https://youtu.be/6Xp0ox_IbE4?t=200 || $250M CEO Explains How to Build A Brand in 2026
Yeah, I know. I know. The point is that you probably if you were to name a bunch of skincare lines, you would literally just go down the line and start just be like, "Well, there's Kylie Cosmetics, there's Haley Bevers, there's you just start naming people. There's Fenty, there's like you just start naming the people who

[3:44] YouTube https://youtu.be/6Xp0ox_IbE4?t=217 || $250M CEO Explains How to Build A Brand in 2026
represent the brands. That's what you're missing." And so what's difficult is I think you can actually over I think you I think with a couple of premium brand associations you can cover it. You can't be discount driven. I don't think I don't think a product is that good. I mean, this is No, this is important because like this is actually

[4:11] YouTube https://youtu.be/6Xp0ox_IbE4?t=244 || $250M CEO Explains How to Build A Brand in 2026
almost the same conversation I was having with the edge, but you're just selling a product. Right now, you have the e-commerce equivalent of an info business. It's more scalable. There's there's numbers. It goes up and down. It's all arbitrage. It's just buy clicks for X, sell them for Y. make the spread and

[4:29] YouTube https://youtu.be/6Xp0ox_IbE4?t=262 || $250M CEO Explains How to Build A Brand in 2026
that's it. That's the game you're in. If you want to build a brand, you have to build it differently. You don't need to necessarily do that, though. I'm not I'm not telling you that's the the answer, but I'm saying if that's what you want to build, you have to play it differently. So, it means you have to get two to

[4:42] YouTube https://youtu.be/6Xp0ox_IbE4?t=275 || $250M CEO Explains How to Build A Brand in 2026
three premium branded associations. The content that you're putting out, it's not like, oh, we just want to make as much content as possible, you know, featuring the product. It's like, are the people in the in the in the ads representative of the avatar and the values that we want this company to stand for?

[5:01] YouTube https://youtu.be/6Xp0ox_IbE4?t=294 || $250M CEO Explains How to Build A Brand in 2026
And so then it starts to reinfor because like if you think about like this, if you're like, I want to have a 100 different avatars for 100 different demographics so I can cover every single type of person, you just communicate to the market that you are for everyone, which means you are for no one. Yeah.

[5:15] YouTube https://youtu.be/6Xp0ox_IbE4?t=308 || $250M CEO Explains How to Build A Brand in 2026
And so no one knows what you stand for, which is why you have no brand. And so you have to you have to kind of like the focus thing, you have to cons with a concerted effort saying no to all of this. Like we have no men. We're not doing men. We're not doing young women. We're only doing women that are older.

[5:30] YouTube https://youtu.be/6Xp0ox_IbE4?t=323 || $250M CEO Explains How to Build A Brand in 2026
And they have these three problems. And every single video is going to hit on one of these three problems over and over and over again. And we're going to get the aspirational hero to those ladies to say that we're the best. And then in order to get that lady to say we're the best, we have to be cool. In

[5:44] YouTube https://youtu.be/6Xp0ox_IbE4?t=337 || $250M CEO Explains How to Build A Brand in 2026
order to be cool, we have to make sure the product's good. So, right now you're like, "The product's" It's like you own the product. Like, you should be the biggest product's amazing, right? Um, but the product has to be exceptional. Like, you have to be you have to look at the Miss Universe and she has to get it and be

[5:59] YouTube https://youtu.be/6Xp0ox_IbE4?t=352 || $250M CEO Explains How to Build A Brand in 2026
like, "This is amazing." And if it's not amazing, she's not going to rep it. And if she's not going to rep it, long term, there's no brand. That's the reality of it. I'm not saying you have to do that. If you want to build the brand, that's what it takes. and it will take longer. And that is why brands are valuable.

[6:17] YouTube https://youtu.be/6Xp0ox_IbE4?t=370 || $250M CEO Explains How to Build A Brand in 2026
Yeah. And arbitrage businesses are not build. Yeah. It's just that there's going to be a trade that's going to happen with short-term cash. I have a friend who has a $300 million a year business that does weight loss related stuff. No one will touch it with a 10 foot pole because there's no brand. It's just pure media performance-driven

[6:37] YouTube https://youtu.be/6Xp0ox_IbE4?t=390 || $250M CEO Explains How to Build A Brand in 2026
marketing the whole way through. All they have is just gurus online saying that it's a scam and it's and it's horshit. That's all that all the videos online are just that. There's no one saying it's good. But that's all it is because they just make so much money. But they have no margins because the cost of acquisition is super high.

[6:53] YouTube https://youtu.be/6Xp0ox_IbE4?t=406 || $250M CEO Explains How to Build A Brand in 2026
They're months and no one will buy them because the months are like you go 14 million, 8 million, 30 million, 22 million. Like it's it's all over the place because it's all driven by what your cost per click is. Yeah. And so the the the metric that becomes your north star has to be revenue retention.

[7:12] YouTube https://youtu.be/6Xp0ox_IbE4?t=425 || $250M CEO Explains How to Build A Brand in 2026
Okay. And not subscription arbitrage which is different. Would you differentiate those? Yeah. So like a subscription arbitrage is like how do I get someone like if I have like a buy one lotion and then it says buy three lotions, buy six lotions, buy 12 lotions and I have enough like you know CRO around it, I can I can get

[7:26] YouTube https://youtu.be/6Xp0ox_IbE4?t=439 || $250M CEO Explains How to Build A Brand in 2026
the average order to be four lotions or whatever. That's not getting people to that's getting people to buy more not more times. At the end of the day, day we can't the thing that makes the brand valuable is that that you build a distribution base of customers who trust you and come back to buy. That is what

[7:41] YouTube https://youtu.be/6Xp0ox_IbE4?t=454 || $250M CEO Explains How to Build A Brand in 2026
builds the brand. And so to your point of like when you build a brand, the person who buys it is happy to buy because they can launch more more products because there's trust in that distribution base. So the distribution is what the brand builds. My brand is meaningless without all the business owners who follow my stuff. The

[7:58] YouTube https://youtu.be/6Xp0ox_IbE4?t=471 || $250M CEO Explains How to Build A Brand in 2026
distribution is the value of the brand. So you have no distribution. You don't have a huge base of customers that are always willing to buy whatever you whatever you do next. You have a small base of customers. You have a huge base of new customers every month. A very small base of recurring customers.

[8:14] YouTube https://youtu.be/6Xp0ox_IbE4?t=487 || $250M CEO Explains How to Build A Brand in 2026
You need that base to grow. And it's not just recurring because you're billing them, but people who trust you and are willing to take a shot on your next product. Real quick, I'm going to show you the exact 10stage road map from zero to 100 million plus that less than 1% of companies finish. I've now done

[8:29] YouTube https://youtu.be/6Xp0ox_IbE4?t=502 || $250M CEO Explains How to Build A Brand in 2026
multiple times and so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through and I broke each of these down by eight different functions of the business what the constraint feels like what are the symptoms of it when you're going through it and then

[8:43] YouTube https://youtu.be/6Xp0ox_IbE4?t=516 || $250M CEO Explains How to Build A Brand in 2026
what steps we actually took to graduate and we've done this across software physical products uh service businesses brickandmortar all of this and it works and it's my gift to you it's absolutely free and so the link's in the description but you just go acquisition.com/roadmap just enter your info and it'll spit

[8:58] YouTube https://youtu.be/6Xp0ox_IbE4?t=531 || $250M CEO Explains How to Build A Brand in 2026
right back to you. All free. I'd rather you just start a new brand refresh with a new product. You think? Yeah. You said you already have like a you have like people online who you have like a lot of hate already. What? People are like not stoked about the product right now, right? It's harder to It's harder to do a rebrand. It's harder

[9:18] YouTube https://youtu.be/6Xp0ox_IbE4?t=551 || $250M CEO Explains How to Build A Brand in 2026
to It's harder to move a brand that like there's a reason that some brands at some point are just like, "Fuck it. It's better to just be brand new. Get two people who are badass to associate with it. This is awesome." They're like, "Oh, wait. they're that old company. It's like really? It's like yeah, that's if

[9:31] YouTube https://youtu.be/6Xp0ox_IbE4?t=564 || $250M CEO Explains How to Build A Brand in 2026
you get that reaction, it's good because the old one was bad. Okay. So, here's the playbook is that you have you have to sell through your existing inventory, right? And let's just call it what it is. You're just going to smash and grab, make the money that you can. With that cash, you're going to fund the legit

[9:51] YouTube https://youtu.be/6Xp0ox_IbE4?t=584 || $250M CEO Explains How to Build A Brand in 2026
products. Part of that is going to go to two to three premium influencers. The people that are the most recogn literally just go for the biggest person you can get who will who will agree to to to sponsor it. Leverage that person to go get the other levels of affiliates underneath of them that are not as legit as them, but

[10:09] YouTube https://youtu.be/6Xp0ox_IbE4?t=602 || $250M CEO Explains How to Build A Brand in 2026
you can leverage their name. And then that is the direction that the brand needs to go in. And then the all the AI affiliates, influencers, whatever that you're going to build, you have to make sure that they're not representing everyone. They have to only represent that specific avatar. Otherwise, it'll

[10:25] YouTube https://youtu.be/6Xp0ox_IbE4?t=618 || $250M CEO Explains How to Build A Brand in 2026
look like AI slop. You're going to repeat the same mistake. So, it has to be everything has to be on message. Everything has to be on brand and it has to be aspirational. Yeah. Like people buy Northface jackets because they're like, "Oh, the jacket stands up on the peak of Everest. It'll probably keep me warm from the car to

[10:43] YouTube https://youtu.be/6Xp0ox_IbE4?t=636 || $250M CEO Explains How to Build A Brand in 2026
the building." Right? And so people discount big aspirational things and then say, "Okay, well if the guy jumped, you know, give him energy to jump out of outer space down to the earth. It'll probably, you know, my Red Bull will probably like wake me up for my meeting in 30 minutes, right? Like the Range

[10:58] YouTube https://youtu.be/6Xp0ox_IbE4?t=651 || $250M CEO Explains How to Build A Brand in 2026
Rover can can go off-road and and go up mountains and all this stuff. It's like it can probably get deal with a little bit of snow uh here in, you know, Vegas." So it's like they'll always discount. And so the idea is like we have to have these big like why do I do a $100 million launch? because somebody

[11:13] YouTube https://youtu.be/6Xp0ox_IbE4?t=666 || $250M CEO Explains How to Build A Brand in 2026
would think, huh, I don't think I can do 100 million, but like he could probably help me make an extra million. So, it's like I have to go all the way here to prove to somebody that they're like, "Okay, he can probably help me get to here." And so, that's what the brand like brand has to be aspirational. Think

[11:26] YouTube https://youtu.be/6Xp0ox_IbE4?t=679 || $250M CEO Explains How to Build A Brand in 2026
of it as an ideal that no one will ever achieve. And then you want people as close to that as you can. And the people that you're like, "This is who we want. These people are cool. They capture our essence." Okay, that's what that and then you can use them to run ads them like whitel list them right um as both affiliate side of

[11:46] YouTube https://youtu.be/6Xp0ox_IbE4?t=699 || $250M CEO Explains How to Build A Brand in 2026
getting more affiliates and then also just direct direct to consumer that's long-term how the brand gets built okay and so for me I just became that brand but like Leila is there Chiron is 100% aligned with how we do business and so he's joining so like ACQ is the larger brand that over time the association ACQ

[12:07] YouTube https://youtu.be/6Xp0ox_IbE4?t=720 || $250M CEO Explains How to Build A Brand in 2026
has with me why I wear it in every video and I will for years and so late later and like that imprint that association eventually gets built so that ACQ can just run its own ads doesn't need me because I've transferred that have the best product and then go get the coolest person to talk about the best product and that is

[12:25] YouTube https://youtu.be/6Xp0ox_IbE4?t=738 || $250M CEO Explains How to Build A Brand in 2026
how you build the brand to make the decision of do I rebrand or not. If when you go to have these discussions with the premium people they're like I think you're a scammer or I don't think this is legit then you probably need to just rebrand it. If they're there and they'll take it and they're like, "Oh, this is a

[12:38] YouTube https://youtu.be/6Xp0ox_IbE4?t=751 || $250M CEO Explains How to Build A Brand in 2026
really good product." Then you're probably fine and then it'll the brand will shift. I want you to get to the point where you love the products. Okay, that's what I want you to do. As soon as you love the products, then you can actually build a business around it. But until you have good products, it's all

[12:50] YouTube https://youtu.be/6Xp0ox_IbE4?t=763 || $250M CEO Explains How to Build A Brand in 2026
it's all anyways. Also, you're not emailing at all. So, you should email more. Please do that. Oh, yeah. Yeah. Yeah. What percentage of revenue is email? I mean, in Shopify and it's Shopify is only like 45% of our revenue, like 15%. Yeah. So it should probably be closer to 40 email 40. Yeah. So you need to email more.

[13:13] YouTube https://youtu.be/6Xp0ox_IbE4?t=786 || $250M CEO Explains How to Build A Brand in 2026
Um and you probably need to have flows for each of the kind of like decision paths like obviously abandoned cart flow. You need two to three emails a week that are going out for regular value. E-commerce done well is 50%. Yeah. Yeah. So basically half of your revenue comes from email if you do it right.

[13:30] YouTube https://youtu.be/6Xp0ox_IbE4?t=803 || $250M CEO Explains How to Build A Brand in 2026
Insane. Yeah. You're not emailing enough. It's free. It's free. Okay. Yeah. So, a lot a lot of the big brands will actually just lose money on their on their straight store and just all literally 100% of their profit is email. They just look at what they generate from email. That's the profit. Okay.


VIDEO
TITLE: The Future of Ads: Content and Ads Are Merging
URL: https://youtu.be/6y-XlPOg2FQ
PRIMARY_TOPIC: content
TOPICS: content, leads, content, niche, case-study

[0:00] YouTube https://youtu.be/6y-XlPOg2FQ?t=0 || The Future of Ads: Content and Ads Are Merging
Uh, my name is Alex Kumar. I'm a music lawyer helping artists close six and seven figure deals. Okay. Last year we did $487,000 after doing cash. Yeah, we I was about to say we uh we did a cash episode. So, you did 478 47 487K. That's what you did. And what are you at now? Uh, right now we are doing 30K the

[0:25] YouTube https://youtu.be/6y-XlPOg2FQ?t=18 || The Future of Ads: Content and Ads Are Merging
current revenue run rate. That's monthly. Okay. What were you doing when you got on the when you got on the show? 83K monthly. We grew by $400,000 in one year. Oh, great. I'm glad my advice worked. That's good. So 80K to 480K. So that was worthwhile to come on the episode. Okay, fantastic. I'm glad we 6xed. All

[0:50] YouTube https://youtu.be/6y-XlPOg2FQ?t=43 || The Future of Ads: Content and Ads Are Merging
right, so what do we do from here? So what's the problem? So the thing the thing that's stopping me right now is qualified leads. Um the serviceable obtainable market is less than 100,000 people. Um and I'm looking to build uh a way to get to those people that have you know live offers uh at the right moment at the

[1:14] YouTube https://youtu.be/6y-XlPOg2FQ?t=67 || The Future of Ads: Content and Ads Are Merging
right time so they can hire me to help them close those deals. Okay. Um, there's honestly a shitload of static on my side. It's very hard to understand you. It's not on you. So, what do you need help with? Just say it as few words as you can. Qualify leads. Okay. You need more leads. Got it. Okay. So, you need more leads. Now, if you

[1:38] YouTube https://youtu.be/6y-XlPOg2FQ?t=91 || The Future of Ads: Content and Ads Are Merging
doubled or tripled your lead flow right now, would you be able to handle it? Yeah. Okay. Got it. So, what are you doing right now to get more leads? Content. Content. Okay. Got it. And I think what I told you to do was to send them over to Instagram and then DM and do a DM funnel. Is that what you're

[1:56] YouTube https://youtu.be/6y-XlPOg2FQ?t=109 || The Future of Ads: Content and Ads Are Merging
doing? Yeah. Doing that. Wonderful. Okay. So, um, if you just need more leads, it's going to be it's going to be one of two things that you can control on your own. Um, option one is you start running meta ads. That's option one. Option two is you just make more content. And here's the beautiful part. You can do both of those

[2:19] YouTube https://youtu.be/6y-XlPOg2FQ?t=132 || The Future of Ads: Content and Ads Are Merging
things and they accomplish the same objective. So if you if you crank up your content and then make all of the best performers your ads, then your ads and your ad create sorry your content and your ads creative can merge, which by the way, for anyone who's listening to this is the future of how ads are

[2:34] YouTube https://youtu.be/6y-XlPOg2FQ?t=147 || The Future of Ads: Content and Ads Are Merging
working. Like the algorithm for ads and the algorithm for content are the same. Like it has merged. And if you think about what what the platform wants, if the platform could ever every single content creator making ads and the ads are just more content, then that means the entire platform would be quote

[2:48] YouTube https://youtu.be/6y-XlPOg2FQ?t=161 || The Future of Ads: Content and Ads Are Merging
adfree and still generating revenue, which is a superior experience for the users, which is exactly what the platform wants. And so, how many pieces of content are you making right now um that are like what are you making per week right now? Right now 12 to 15 on Instagram. Okay. So, two a day. Two to three a day. Yes. One to two long

[3:11] YouTube https://youtu.be/6y-XlPOg2FQ?t=184 || The Future of Ads: Content and Ads Are Merging
on YouTube per week. Uh, yes. Per week and five shorts per week. Okay. Um, this works. And the five shorts, are those different than the two per day you have on on Meta? Yes. Well, one of them I do two posts on Instagram and the and the same short is the clip the carousel on Instagram. So I cross posted.

[3:37] YouTube https://youtu.be/6y-XlPOg2FQ?t=210 || The Future of Ads: Content and Ads Are Merging
Yeah. Got it. Okay. So I think so big picture I mean you could obviously make more content but I mean I think your content cadence right now is, you know, is adequate. We're you're probably have to tighten the screws on is the quality of the content. So how much research are you doing on the hooks, on the scripting? Are are

[3:54] YouTube https://youtu.be/6y-XlPOg2FQ?t=227 || The Future of Ads: Content and Ads Are Merging
they scripted or how are how are you making them right now? the shorts. Uh yeah, I'm I'm doing the the content uh create the hood and then this step for stories and do carousel uh and infographic. Okay. Do you have any kind of big accomplishment that you've had happen? Yeah, we've helped last year we helped

[4:18] YouTube https://youtu.be/6y-XlPOg2FQ?t=251 || The Future of Ads: Content and Ads Are Merging
artists close over $5 million. Okay, great. So, I would put that front and center. Um, and I would probably include it in every YouTube video that you have. So, when you'd introduce yourself to edify you, I would say, "Hey, you know, I'm Alexar. I, you know, I do this for this type of person, and we've done projects as small as this all

[4:36] YouTube https://youtu.be/6y-XlPOg2FQ?t=269 || The Future of Ads: Content and Ads Are Merging
the way to projects as big as this, our most recent thing that we did last year for $5 million. And so, in this video, I'm going to XYZ, show you how blah blah blah blah works, right?" Um, that's those are small tweaks that are going to improve it, but that's going to like elevate the brand overall. But right

[4:52] YouTube https://youtu.be/6y-XlPOg2FQ?t=285 || The Future of Ads: Content and Ads Are Merging
now, it's like we just need to grow the brand from a top-end, you know, content perspective. And ads is just something that you can do to scoop up um more people out of the audience you already have. But the big thing is that you just need to hit your advertising with an atomic bomb. Like that's what it is.

[5:07] YouTube https://youtu.be/6y-XlPOg2FQ?t=300 || The Future of Ads: Content and Ads Are Merging
Like that's what you need to do. Now, we could look at pricing stuff, but I think I already looked at pricing the last time we spoke. So, we fixed the business model. We 6xed it. So, that was good. Um what are your margins right now? 80% respective margin. 80%. Love that. Yeah. Yeah. So, um yeah, we just need to make a shitload

[5:29] YouTube https://youtu.be/6y-XlPOg2FQ?t=322 || The Future of Ads: Content and Ads Are Merging
more content and make better content and then run the best content as ads. Like that's it. You have a front-end thing. Like you can d take twice the number of customers, right? I think I said that earlier. Yeah. Yeah. That's it. It's a it's a pure demand thing. And we already fixed the conversion process and we fixed the

[5:42] YouTube https://youtu.be/6y-XlPOg2FQ?t=335 || The Future of Ads: Content and Ads Are Merging
pricing. So, you just need to do more. So your focus first four hours of every day goes towards this and then you can start your day. So content and ads also they they hear the same. Yeah. Go ahead. Can you hear me? Okay. Yeah. So the my question is there are some people some executives in the industry that said that say that

[6:09] YouTube https://youtu.be/6y-XlPOg2FQ?t=362 || The Future of Ads: Content and Ads Are Merging
because this game is all about perception status and network that I should go to industry conferences awards winners all of that kind of stuff. What do you think about that? I mean, if you want, but I would say like I mean, if you want, you can go like once a month and make sure it's a good one and see make sure you like can

[6:30] YouTube https://youtu.be/6y-XlPOg2FQ?t=383 || The Future of Ads: Content and Ads Are Merging
solicit the audience for business, but by and large, content is going to give you a lot more distribution. So, branding is going to come from the association. So, if you want to make associations with people who are bigger than you, that's fine. Um, I'm not against that. Uh, the big thing that's going to matter the most though is that

[6:46] YouTube https://youtu.be/6y-XlPOg2FQ?t=399 || The Future of Ads: Content and Ads Are Merging
you have helped people like them get what they want. Okay. So, it's getting more people to know about the things that we are already doing. First four hours of every day goes towards making more content and then turning that content into ads. That's it. You don't need to change anything else. You're at 500K. That's how you go

[7:04] YouTube https://youtu.be/6y-XlPOg2FQ?t=417 || The Future of Ads: Content and Ads Are Merging
to 3 or 4 million. And then we we check back in then. All right. Okay. Thank you. Rock and roll. Extimar. Congratulations on your 6x. Thank you. All right. Talk soon. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling

[7:23] YouTube https://youtu.be/6y-XlPOg2FQ?t=436 || The Future of Ads: Content and Ads Are Merging
roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you

[7:37] YouTube https://youtu.be/6y-XlPOg2FQ?t=450 || The Future of Ads: Content and Ads Are Merging
put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone

[7:50] YouTube https://youtu.be/6y-XlPOg2FQ?t=463 || The Future of Ads: Content and Ads Are Merging
else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you

[8:03] YouTube https://youtu.be/6y-XlPOg2FQ?t=476 || The Future of Ads: Content and Ads Are Merging
out on the thank you page. You can just book a call with my team and we will look into the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How To Turn Organic Content Into Paid Ads
URL: https://youtu.be/8978JbPnlU4
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/8978JbPnlU4?t=0 || How To Turn Organic Content Into Paid Ads
Um simple threads, four location. Oh, small threads. Sorry. Small threads, four locations, three are new, one is the old one you had for 16 years. Yeah. Yes. And uh the one of the big issues we don't have enough data and we have have a better CRM so we can track. And you you were right. Last night I

[0:15] YouTube https://youtu.be/8978JbPnlU4?t=8 || How To Turn Organic Content Into Paid Ads
went home and dug into the data I do have and just by raising my revenue to five million instead of three million and getting rid of the data challenge, it makes my company worth $6 million. Amazing. So that would be so that's worth more money. Yeah, that's my uh me too. Yeah. Uh so my question is um last year

[0:39] YouTube https://youtu.be/8978JbPnlU4?t=32 || How To Turn Organic Content Into Paid Ads
um I dabbled in uh organic content. I thought you'd be like crypto. I was like here we go. All right. And um had some success. I had videos that got like two and a half million views. Amazing. But you know brought me people that weren't necessarily in my market. um which I'm okay with because the ultimate goal is to have stores

[1:02] YouTube https://youtu.be/8978JbPnlU4?t=55 || How To Turn Organic Content Into Paid Ads
everywhere. So it could be okay. But um my current thought is timewise because I I you know I like working but I work a lot. I work like 90 hours a week. Um is if I were to kind of go down this a little more time and energy into organic content creation to then use it to um do paid local ads. what um what should I be making content

[1:28] YouTube https://youtu.be/8978JbPnlU4?t=81 || How To Turn Organic Content Into Paid Ads
about? That's where I got stuck. So, I was doing like two kinds of content um like kind of like thrift content, which okay, isn't really what I do. Instead of thinking about what type of content, think about what will be valuable for the person that I'm trying to attract. Okay? So, think about all the problems that

[1:44] YouTube https://youtu.be/8978JbPnlU4?t=97 || How To Turn Organic Content Into Paid Ads
moms have, uh specifically the moms that you're talking to. So, maybe single child or single sex child, whatever u moms and the nice thing is that they have lots of problems. And so you just make your content around that and then you just try and tie in the product. Okay. And then run targeted logo.

[2:04] YouTube https://youtu.be/8978JbPnlU4?t=117 || How To Turn Organic Content Into Paid Ads
You post as many of those as you can. The ones that take off, you take those, make them into ads. Uhhuh. Yeah. And if you don't want to even put a CTA in the organic, you can just make the organic content. When you have the winner, you take that one and then stitch on five seconds of a CTA at the end and then run that as the ad.

[2:21] YouTube https://youtu.be/8978JbPnlU4?t=134 || How To Turn Organic Content Into Paid Ads
Okay. Yeah. Super easy. It's a really good strategy for anybody. Like if you if you're like trying to get like if you're right now are predominantly paid and you want to start doing a little bit more content, I do think it's a good idea in general just because you'll get more conversions on a lead nurture

[2:35] YouTube https://youtu.be/8978JbPnlU4?t=148 || How To Turn Organic Content Into Paid Ads
perspective because people get on the phone, they're like, "What is this person or who is this person?" Then they'll look at your account, they're like, "Oh, okay, they're alive." Um, and so but basically it's just I just see it as free testing. So you just get you post as many times you want. You can

[2:48] YouTube https://youtu.be/8978JbPnlU4?t=161 || How To Turn Organic Content Into Paid Ads
just see relative to the other other pieces that you have these ones outperformed. Great. Now I'll make these into ads. So, just provide value. That's easy. Yeah. Just solve problems. Okay. Like here's other like here's three ways that you can, you know, uh save on repairs for, you know, kids torn clothes

[3:04] YouTube https://youtu.be/8978JbPnlU4?t=177 || How To Turn Organic Content Into Paid Ads
or here's how to get stains out of these things. Or if you're if you're the type of person who like sees this and like I'm never going to do that. Awesome. Come to Simple Threads. Like, uh I keep saying simple, sorry, Small Threads. Um we got you covered. Okay, that help. All right, that helps. Thank you.

[3:17] YouTube https://youtu.be/8978JbPnlU4?t=190 || How To Turn Organic Content Into Paid Ads
Easy. So, if you've hit a revenue ceiling or your entire business relies on you to grow, then I'd love to invite you out to our headquarters here in Vegas to learn how we scale. And so, my team spends two days with you to identify the thing that's holding your business back. And so, if that sounds interesting, click book a call. And if

[3:33] YouTube https://youtu.be/8978JbPnlU4?t=206 || How To Turn Organic Content Into Paid Ads
you're a fit, we'd love to potentially see you out here in


VIDEO
TITLE: How I Structure My Day to Get More Work Done
URL: https://youtu.be/8zCv0qHqm0g
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/8zCv0qHqm0g?t=0 || How I Structure My Day to Get More Work Done
uh following a lot of kind of what you're doing building a personal brand and I know that you don't spend a lot of time on meetings and it feels like you've become kind of a full-time content creator. So, I'm wondering how much of your week is kind of split up. You're big on time leverage too into creating content, writing your book

[0:17] YouTube https://youtu.be/8zCv0qHqm0g?t=10 || How I Structure My Day to Get More Work Done
versus the backend stuff, operations, hiring, like how what does your week look like? So, uh I will I'll just set the record straight that I'm definitely not a full-time content creator. Uh but uh I have a very large content team and so that can give the appearance of doing that full-time. That being said, um I

[0:35] YouTube https://youtu.be/8zCv0qHqm0g?t=28 || How I Structure My Day to Get More Work Done
spend my mornings on maker stuff and typically that's going to either be models and research around big decisions that have to do with the portfolio, but that doesn't really require a lot of other people. That's me basically looking at spreadsheets, looking at the data that's there, and then coming up

[0:48] YouTube https://youtu.be/8zCv0qHqm0g?t=41 || How I Structure My Day to Get More Work Done
with, you know, potential solutions that uh might might move the company forward. Uh on the content side, the maker stuff is what you would imagine. So that would be coming up with a concept, coming up with ideas, um, and kind of usually just outlining bullets of like things that I want to cover or talk about. That's more

[1:03] YouTube https://youtu.be/8zCv0qHqm0g?t=56 || How I Structure My Day to Get More Work Done
or less it from the from the the maker side. That's pretty much what I'll do. It's either it's a decision or I'm making a thing. That's it. Uh, the second half of my day is what's dedicated to meetings. And I would say this is much more fluid than anything can appear. And so a lot of you guys are probably like, I have to model this

[1:20] YouTube https://youtu.be/8zCv0qHqm0g?t=73 || How I Structure My Day to Get More Work Done
exact thing. Like I have seasons just like everybody else does. And so, um, and my most extreme like kind of, uh, creation season, like when I'm in bookw writing mode, like the next book's already written, it's already done, it's already like shipped and printed, like it's done. Um, but when I was in that

[1:33] YouTube https://youtu.be/8zCv0qHqm0g?t=86 || How I Structure My Day to Get More Work Done
mode, then it was like Mondays were my, uh, all meetings all day, and then I usually had a Thursday afternoon, and the rest of my time was driven towards the book, edits, things like that. Um, with of course some interruptions that occur naturally. Uh, in the season that I'm in right now, um, it's probably

[1:52] YouTube https://youtu.be/8zCv0qHqm0g?t=105 || How I Structure My Day to Get More Work Done
5050 in terms of how my time is. Mondays are still shot. I still pretty much reserve my mornings until I try to go as late as I can. Um the big key is in terms of if you have somebody else who manages your calendar. So we have three now about to have four EAS just for Leila and I to give you an idea.

[2:08] YouTube https://youtu.be/8zCv0qHqm0g?t=121 || How I Structure My Day to Get More Work Done
Um is that we book things back to front. And so for me if I am going to have let's say Thursday I'm going to have some meetings. The first meeting they're going to book is 4 to 5 and the next one's going to be uh 3:30 to 4. The next one's going to be 3 to 3:30. That way I still have the largest uninterrupted

[2:22] YouTube https://youtu.be/8zCv0qHqm0g?t=135 || How I Structure My Day to Get More Work Done
block prior to that. That may sound simple. It took 10 years to figure that out. And so hopefully I'm sharing that with you because before this I said don't block any meetings until 1. And so then they would just start meetings at 1\. But then I would have a one, a two, and then I'd end at 3:30 or something.

[2:36] YouTube https://youtu.be/8zCv0qHqm0g?t=149 || How I Structure My Day to Get More Work Done
And I'm like well I don't want to get back into maker mode. So uh we end at 5 and then usually for me I'll work out um and then we'll eat and then we'll call it. And so I usually get here around between 5 to 7. It just kind of depends how late I uh wake up. I don't use an alarm. I just try and sleep as long as I

[2:53] YouTube https://youtu.be/8zCv0qHqm0g?t=166 || How I Structure My Day to Get More Work Done
possibly can. Um and I usually work pretty much like six to six. And I think the big difference is um Leila and I work seven days a week. And so um if I work 71 12s for like four or five weeks in a row, I'll usually want to take a day off. And so I just kind of let that happen as I as I want to take off. Um

[3:15] YouTube https://youtu.be/8zCv0qHqm0g?t=188 || How I Structure My Day to Get More Work Done
but the most common for me is like Sunday second half. like I'll end at two or something and that's usually when I take off. And if you're like, "Oh, he obviously doesn't have kids." Duh. Um, but yeah, that's how I organize my life because that's what I like doing. Who works harder, you or Ila? Different. We both work probably about

[3:30] YouTube https://youtu.be/8zCv0qHqm0g?t=203 || How I Structure My Day to Get More Work Done
the same amount of hours. She does more stuff than me. Yeah. Uh, she I mean Ila has 15 meetings a day. Um, and hers is kind of reversal. she'll have like one maybe two days where she'll prioritize making content and the rest of it uh or when I say making content like she's prepping for quarterlys next week because we not only

[3:48] YouTube https://youtu.be/8zCv0qHqm0g?t=221 || How I Structure My Day to Get More Work Done
have quarterlys for our team we have quarters for all the portfolio companies so we have to look at each of those things prepare what we're going to talk about with their leadership teams etc. So like that's work um and so she does a lot of that stuff too. All right thank you. Yeah you bet. If you are a business

[4:02] YouTube https://youtu.be/8zCv0qHqm0g?t=235 || How I Structure My Day to Get More Work Done
owner and you are not growing as fast as you'd like I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they

[4:17] YouTube https://youtu.be/8zCv0qHqm0g?t=250 || How I Structure My Day to Get More Work Done
got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the business across product, marketing, sales,

[4:29] YouTube https://youtu.be/8zCv0qHqm0g?t=262 || How I Structure My Day to Get More Work Done
customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and

[4:43] YouTube https://youtu.be/8zCv0qHqm0g?t=276 || How I Structure My Day to Get More Work Done
if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Be Articulate & Charismatic
URL: https://youtu.be/9mSMA4s-7sM
PRIMARY_TOPIC: content
TOPICS: content, mindset, content, cold-outreach

[0:00] YouTube https://youtu.be/9mSMA4s-7sM?t=0 || How to Be Articulate & Charismatic
Um, hey Alex. How do I learn to be articulate and charismatically? Thanks, man. Um, I often stumble over my words and freeze up in conversation. Cold calling is very daunting to me. All right, let's be real. Hold on. This will be good. This will be worth it. This will be fun. This will be fun. This will be good. All right. Hold on.

[0:24] YouTube https://youtu.be/9mSMA4s-7sM?t=17 || How to Be Articulate & Charismatic
All right. Ready for this? You guys ready? Okay, see if you guys can hear this. Let's see if my my Wi-Fi actually works. Hey ladies, welcome back to the second video. Um, so I just wanted to cover what we're going over today. First thing, just to recap last time, sulate on your back on the back of your arms

[0:47] YouTube https://youtu.be/9mSMA4s-7sM?t=40 || How to Be Articulate & Charismatic
and on your stomach is caused from excess toxins in your body when you have a surplus of calories. All right, so those are the things that we need to deal with. So today we're going to be covering blood flow. Now you tend to not be able to get rid of the fat on your backs. The back of your Are you kidding me? Of course

[1:02] YouTube https://youtu.be/9mSMA4s-7sM?t=55 || How to Be Articulate & Charismatic
you're going to suck. You practice. You do it again. You do it again. That was a piece of content that I made 16 years ago or whatever it was at my gym that I was explaining how fat calories worked or whatever I was saying, right? And does that sound that that sound like banger content to you? Probably not. Did I sound charismatic

[1:23] YouTube https://youtu.be/9mSMA4s-7sM?t=76 || How to Be Articulate & Charismatic
there? Probably not. Did I sound articulate? Certainly not, right? It's like you just got to try. You got to start. And like think about this. Like I have a lot of reps here. So I I'll tell you I'll tell you a story that might make sense for you. I have been making ads and I'm talking like 50 ads or more per

[1:45] YouTube https://youtu.be/9mSMA4s-7sM?t=98 || How to Be Articulate & Charismatic
week myself, not my companies, me for 14 years. So 50 ads a week is 2500 ads a year times 14 years. I've made 25,000 30,000 ads. And so we were like, man, and my team knows this. It's like, man, just put the camera on. Just tell like Alex what the what the hook or the angle is, and then he'll just like he'll just go.

[2:11] YouTube https://youtu.be/9mSMA4s-7sM?t=124 || How to Be Articulate & Charismatic
It's like, right, when you do something 30,000 times, you get decent at it. And so this is like I get I get I get I get attacked publicly for saying this stuff, but like you have to do a lot more than you think you do. And you have to do it for a lot longer than you think you're going to have to do it for. And you're going to

[2:31] YouTube https://youtu.be/9mSMA4s-7sM?t=144 || How to Be Articulate & Charismatic
get paid way less than you think you're going to get paid for a much longer period of time than you expect. And it is still worth it. It just takes a while. And it's because like you're just not that good yet. And there's a reason that income goes like this, right? for a very long time and you keep getting better and better and

[2:49] YouTube https://youtu.be/9mSMA4s-7sM?t=162 || How to Be Articulate & Charismatic
better, but your income still barely moves. And it's because it's at the very ends is where you get all the returns, right? A lot of markets are winner take all. And so in order to be the winner, who takes all? And I'm not saying I'm that guy, but I'm saying in order to at least start getting up this curve, you

[3:06] YouTube https://youtu.be/9mSMA4s-7sM?t=179 || How to Be Articulate & Charismatic
got to be better than a lot of people. But this is the good news. 90% of people don't even start. And I think the podcast metric is one of the most famous ones cited for this, but I think it's so important. Many people want a podcast. Almost no one starts. Of the people who start, 90% do not make it past the 20th

[3:24] YouTube https://youtu.be/9mSMA4s-7sM?t=197 || How to Be Articulate & Charismatic
episode. 20. I said I just did 30,000 ads. Let me give you an idea to like think about this for a second. 1 2 3 4 5 6 7 8 9 10. See how boring that is? Now count to 30,000. And that is still not as long as I've actually made ads because ads take longer than the time it takes to say a number. That is how many

[3:54] YouTube https://youtu.be/9mSMA4s-7sM?t=227 || How to Be Articulate & Charismatic
ads I've done. And so like you have to practice to get better and you have to do a lot of reps to practice. So I don't know how to do this faster. If you're a business owner and you're not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling

[4:11] YouTube https://youtu.be/9mSMA4s-7sM?t=244 || How to Be Articulate & Charismatic
roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you

[4:25] YouTube https://youtu.be/9mSMA4s-7sM?t=258 || How to Be Articulate & Charismatic
put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone

[4:38] YouTube https://youtu.be/9mSMA4s-7sM?t=271 || How to Be Articulate & Charismatic
else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a

[4:52] YouTube https://youtu.be/9mSMA4s-7sM?t=285 || How to Be Articulate & Charismatic
call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Get Distracted Employees to Actually Focus
URL: https://youtu.be/AWlBjhUe8V8
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/AWlBjhUe8V8?t=0 || How to Get Distracted Employees to Actually Focus
I'm in the content and um massive audience business and I work with a lot of creative young people and they are very capable at being funny or creative or creating um great things people want to watch, but I'm having a hard time um untraining their brain to uh they're all kind of hijacked when it comes to being able to focus and

[0:22] YouTube https://youtu.be/AWlBjhUe8V8?t=15 || How to Get Distracted Employees to Actually Focus
attention. So, I know you guys have have talked about uh designing your environment in a better way, but how much do I need to kind of control them? Like, I don't want to feel like a teacher taking away the phone, but how can I instill in them that working for long periods of time is the way to do it

[0:37] YouTube https://youtu.be/AWlBjhUe8V8?t=30 || How to Get Distracted Employees to Actually Focus
when their brains feel like nicotine when they don't have their phone for two seconds? Um, I would change the way you talk about it. That would probably be the first thing. So one like basically taking the assumption that they've like hijacked and like their brains and addicted and dopamine is like just toss all that out and you're not

[0:54] YouTube https://youtu.be/AWlBjhUe8V8?t=47 || How to Get Distracted Employees to Actually Focus
going to untrain anything. All you can do is train better things or more things, right? And so um if you think about culture in an organization is the rules that govern reinforcement. And so fundamentally people are like I want to build a good culture but they can't even define culture. And so culture is just

[1:07] YouTube https://youtu.be/AWlBjhUe8V8?t=60 || How to Get Distracted Employees to Actually Focus
the rules that say what's good and what's bad. And so culture is basically this list of hundreds of hundreds of activities that are very small. like when you show up on time, it's rewarded here. Some in some cultures, showing up not on time doesn't matter. So, it's not punished and so more people do it. And

[1:21] YouTube https://youtu.be/AWlBjhUe8V8?t=74 || How to Get Distracted Employees to Actually Focus
so, it's trying to find every time that they do the right thing and then immediately rewarding it. And then that's you become the dopamine hit. And so, the people who have the most influence in the organization are the ones who become totems of reinforcement. And so, you want to be a doer of reinforcement, both positive and

[1:36] YouTube https://youtu.be/AWlBjhUe8V8?t=89 || How to Get Distracted Employees to Actually Focus
negative, within the organization. And I, it's okay to have a little bit of negative reinforcement. like bad dog, no good, right? Squirt water. Like that's okay as long as you have a significantly higher amount of positive reinforcement that kind of gives you the context or the permission to do that. Otherwise,

[1:52] YouTube https://youtu.be/AWlBjhUe8V8?t=105 || How to Get Distracted Employees to Actually Focus
you just become the big dick boss that everyone hates. But if you've done like five nice things for someone and been like, "Hey man, cut it out." That is a punishing event for somebody. It's an aversive stimulus. But because you've earned the right to do that, that's how you can just train behavior within an organization. And a lot of

[2:07] YouTube https://youtu.be/AWlBjhUe8V8?t=120 || How to Get Distracted Employees to Actually Focus
times who who you allow to stay in the org and what you punish and praise publicly. So I'll give you a really simple example. So the other day uh I did a like a job post and I got like 500 DMs of people saying they could help me with this thing. And so I put a message in Slack and I was like, "Hey, who wants

[2:26] YouTube https://youtu.be/AWlBjhUe8V8?t=139 || How to Get Distracted Employees to Actually Focus
to go through all my DMs and find and find that?" and it sat in the Slack for like 40 minutes and I've got 18 guys in that Slack and I was livid. And so Caleb was wa watching as well waiting to see who was going to step up to be like, "Yes, I sacrificed myself as tribute and we'll do the rest of my afternoon just

[2:45] YouTube https://youtu.be/AWlBjhUe8V8?t=158 || How to Get Distracted Employees to Actually Focus
going through DMs." And so because he's the leader, he jumped in was like, "I got it. Don't worry about it." And it's below his pay grade, right? But the benefit of that was that as soon as he did that, I got to say and that's why he's the boss and you guys aren't. Because it was like those public displays are the times that you can

[3:06] YouTube https://youtu.be/AWlBjhUe8V8?t=179 || How to Get Distracted Employees to Actually Focus
reinforce these are our values. This is why he has moved up. And so whenever someone does something good, you want to like you want to be clear as day like this is rewarded. This is great. This is not more public on the praise, more private on the uh the criticism. Makes sense. But that's that process is

[3:24] YouTube https://youtu.be/AWlBjhUe8V8?t=197 || How to Get Distracted Employees to Actually Focus
just a neverending doesn't stop until you die. Got it? Okay. Because you're going to bring new people in and they're going to bring the rules that they think are appropriate. And so unless you overpower their rules, that becomes the cultural norm, which is why culture tends to dilute in a company as it scales, which is why you need to

[3:40] YouTube https://youtu.be/AWlBjhUe8V8?t=213 || How to Get Distracted Employees to Actually Focus
be even more potent and more militant at the top about what you believe in. Yeah. Perfect. Thank you. That's all ops. Yeah. and small bumps of cocaine to give them 100%. It's what it is. Same exact idea. Sugar water. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my

[4:00] YouTube https://youtu.be/AWlBjhUe8V8?t=233 || How to Get Distracted Employees to Actually Focus
team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so, we broke it in these 10 stages and we made

[4:14] YouTube https://youtu.be/AWlBjhUe8V8?t=247 || How to Get Distracted Employees to Actually Focus
this little kind of quiz thing where if you put in your business information, it'll tell you where you're at. And the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so, no

[4:27] YouTube https://youtu.be/AWlBjhUe8V8?t=260 || How to Get Distracted Employees to Actually Focus
matter what you're struggling with, someone else has already struggled with it and solved it. And so, I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're

[4:40] YouTube https://youtu.be/AWlBjhUe8V8?t=273 || How to Get Distracted Employees to Actually Focus
trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: The Only Two Real Tax Shelters That Actually Hold Up
URL: https://youtu.be/AcUVSgT8_rg
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/AcUVSgT8_rg?t=0 || The Only Two Real Tax Shelters That Actually Hold Up
Hi. So, I am a new business owner. It will be one year in December. So, thank you to that um because I wouldn't have gotten here without both of you and all of your content. So, I appreciate it. I'm not sure if this is even the right question. The thing that I'm the most ignorant about is the accounting and

[0:15] YouTube https://youtu.be/AcUVSgT8_rg?t=8 || The Only Two Real Tax Shelters That Actually Hold Up
like the legal structures of my business. So, please correct me if this is the wrong question to ask, but how should I structure myself from a tax and legal perspective to look appealing for an investor in the long run? Especially if I'm a sole proprietor right now and I have no idea like what's the right

[0:31] YouTube https://youtu.be/AcUVSgT8_rg?t=24 || The Only Two Real Tax Shelters That Actually Hold Up
direction to go. I would ask this before we answer the question which is what type of business are you? I'm a brand agency. I was going to say something totally different. I have the second thought which I'm sure you're going to say say it. Yeah. It doesn't matter. Doesn't. Yeah. You can change later.

[0:47] YouTube https://youtu.be/AcUVSgT8_rg?t=40 || The Only Two Real Tax Shelters That Actually Hold Up
Yeah. Like what matters is you make lots of money. Plenty of people will be interested and they're like oh yeah we need to like reinccorporate these things. It happens all the time. incorporate all the business invested. It's very common also for it's also common for an acquirer to so zooming out for a second a lot of acquirers will

[1:07] YouTube https://youtu.be/AcUVSgT8_rg?t=60 || The Only Two Real Tax Shelters That Actually Hold Up
prefer to purchase assets because they have they basically the liability will die with the old LLC. So there's an advantage to that. The disadvantage for the founder is that you have to pay regular income on that because it's an asset sale and not you wouldn't be recognized as capital gains. This depends on what country you're in

[1:19] YouTube https://youtu.be/AcUVSgT8_rg?t=72 || The Only Two Real Tax Shelters That Actually Hold Up
whatever in the US. And so the advant like founders want to sell the entire company the entity so that the liability goes to somebody else and they get capital gains and so the nature of the transaction will like those those are all negotiated at point of sale. So like gym launch for example we sold the

[1:37] YouTube https://youtu.be/AcUVSgT8_rg?t=90 || The Only Two Real Tax Shelters That Actually Hold Up
entity and the liability and everything with the purchase. The original LOI that they gave us was an asset purchase and we said we don't want to do that and so then they transition. So, all that to say, it's super common for people to reinccorporate during a sales process and it is part of the negotiation. So,

[1:51] YouTube https://youtu.be/AcUVSgT8_rg?t=104 || The Only Two Real Tax Shelters That Actually Hold Up
just don't worry about it. Just protect yourself. Have an LLC and just don't worry about it. Last thing I will say is this. The reason it doesn't matter is also because the structure acquisition.com has versus Sequoia versus A16Z. All different. So, they actually want you to be, you know, some of them want you to be a CC Corp,

[2:07] YouTube https://youtu.be/AcUVSgT8_rg?t=120 || The Only Two Real Tax Shelters That Actually Hold Up
an S Corp, an LLC. It just depends on the firm structure. So, it really depends on who you sell to, which means might as well not worry about it now because they're going to just restructure you anyways. just make lots of money. We'll do. Um, I do have a follow-up question. So, what's the short-term

[2:20] YouTube https://youtu.be/AcUVSgT8_rg?t=133 || The Only Two Real Tax Shelters That Actually Hold Up
goal? Because I again, I'm super ignorant about it and you hear all these I don't mean to judge anyone, but it seems like when it comes to taxes, a lot of people seem a little skey about it and I'm not quite sure what's the right direction. They are disgusting. Um, no, for real. I mean like it's literally something that

[2:35] YouTube https://youtu.be/AcUVSgT8_rg?t=148 || The Only Two Real Tax Shelters That Actually Hold Up
we talk I mean our lawyers like so mad about it because the amount of businesses that we look at that we partner with that they've been given the wrong advice by these strip mall CPAs who are like hey I'm going to you don't got to pay taxes and you're like really okay I can do all that in my business

[2:50] YouTube https://youtu.be/AcUVSgT8_rg?t=163 || The Only Two Real Tax Shelters That Actually Hold Up
account. Yeah I'm still waiting for the billionaire tax cut but anyways um hasn't really happened. uh the the the two the two big actual shelters are real estate professionals who can take 100% of depreciation against the regular income and charitable foundations. You can donate up to 30% of your income and

[3:06] YouTube https://youtu.be/AcUVSgT8_rg?t=179 || The Only Two Real Tax Shelters That Actually Hold Up
then not have that be taxed. So it's an effective savings of like nine or nineish% on on your regular income. Besides that, where you live is going to be the biggest thing. And so there's a reason that we're here and we were in Texas. Like the first thing I'll do is like I only really care about the four

[3:20] YouTube https://youtu.be/AcUVSgT8_rg?t=193 || The Only Two Real Tax Shelters That Actually Hold Up
mile radius that I live around anyways. That's all that affects my life. But I, you know, the difference between 50% taxes and 37 isn't 13%, it's about a third in terms of if you think about take-home, the difference between the two. And so like move to tax, you know, efficient uh jurisdictions, you are a

[3:35] YouTube https://youtu.be/AcUVSgT8_rg?t=208 || The Only Two Real Tax Shelters That Actually Hold Up
business owner, so you can expense some some life expenses through there. So that's pre-tax money. But beyond that, um Leila and I have been very much by the book because when we try and reverse engineer uh outcomes, it's like, okay, what are all the things that can kill us? And how do we systematically remove each one of

[3:52] YouTube https://youtu.be/AcUVSgT8_rg?t=225 || The Only Two Real Tax Shelters That Actually Hold Up
these things that could that could kill us? And if you remove everything that can kill you by default, you you keep living and keep fighting. And so that's kind of how we think about it. I'll tell you one little story. So there's always like little tax things that people are trying to pitch us probably until the last three years. And

[4:07] YouTube https://youtu.be/AcUVSgT8_rg?t=240 || The Only Two Real Tax Shelters That Actually Hold Up
so for the first, you know, five, six years of business, it's like there's this thing and it can save you all this money and this that whatever. And there was like one that we got like really close to. And then I was like, "Alex, I don't know. This guy, he seems a little slippery, you know what I mean? When

[4:17] YouTube https://youtu.be/AcUVSgT8_rg?t=250 || The Only Two Real Tax Shelters That Actually Hold Up
slippery, I mean gross." And we're like, "Yeah." And so we end up guy. Yeah. Seems like a great guy. And I was like, "Uh, he looks like a snake." And so we didn't end up doing this thing. It was apparently this tax saving, whatever. Uh, yeah. He's in prison now. This actually happened three times. Yeah, this happens all the time.

[4:36] YouTube https://youtu.be/AcUVSgT8_rg?t=269 || The Only Two Real Tax Shelters That Actually Hold Up
So, we have three separate people where I've been like I think this guy's legit and I'm like he's like literally has like I will steal your money and you will go to jail. I am the eternal optimist uh of the two of us. Uh no, but I I I will say that like I pretty much put a kibash on this mostly because the amount of effort and

[4:52] YouTube https://youtu.be/AcUVSgT8_rg?t=285 || The Only Two Real Tax Shelters That Actually Hold Up
time that went into So, I mean I I refer to Charlie Mer on this, but he's like 95% of tax saving schemes even if they're legal today will be illegal and unwound in the next 5 years. The IRS system hasn't caught up to it. And then you have to pay back taxes and interest and penalties, right? So even if you

[5:06] YouTube https://youtu.be/AcUVSgT8_rg?t=299 || The Only Two Real Tax Shelters That Actually Hold Up
think you're in the clear because someone does your taxes this year, the IRS is literally four or five years behind right now. Like I got like I think in 2021 I got a a notice about my 2016 taxes. Like they're so behind. And so people basically have this running head start where they can sell people

[5:19] YouTube https://youtu.be/AcUVSgT8_rg?t=312 || The Only Two Real Tax Shelters That Actually Hold Up
for years on schemes that basically don't work. Um and so anyways, 95% of them he said are swampland. And the 5% of that that are legitimate um typically they fall in those buckets. It's usually real estate or some sort of charitable thing. Um, but is it worth the time of kissing the other 19 toads versus like

[5:38] YouTube https://youtu.be/AcUVSgT8_rg?t=331 || The Only Two Real Tax Shelters That Actually Hold Up
just make more money? Right. So, if I'm going to be looking for an accountant or someone and they're like, "Oh, I'll take, you know, save you on all this taxes. Just like run away, just find someone who's buy the book and is willing to sign off." I would say just in general if somebody advertises their services by how much they're going

[5:51] YouTube https://youtu.be/AcUVSgT8_rg?t=344 || The Only Two Real Tax Shelters That Actually Hold Up
to save you, they're probably not the person like that's a very general statement I'm making, but they're probably like the people that do our taxes are not like, "Hey, we're going to save you all money." They're like, "Yes, there are strategies and we can look and I will cite the law of number 16 and and

[6:06] YouTube https://youtu.be/AcUVSgT8_rg?t=359 || The Only Two Real Tax Shelters That Actually Hold Up
then you would have to do and you're like, "Oh my god, that sounds awful." And then you're like, "All right, we're good. Whatever. pay it. Just make one." Gotcha. Thank you so much. By the way, I love your dress. Oh, thank you. I picked it. If you're a business owner and you are not growing as fast as you'd

[6:21] YouTube https://youtu.be/AcUVSgT8_rg?t=374 || The Only Two Real Tax Shelters That Actually Hold Up
like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And

[6:36] YouTube https://youtu.be/AcUVSgT8_rg?t=389 || The Only Two Real Tax Shelters That Actually Hold Up
so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[6:48] YouTube https://youtu.be/AcUVSgT8_rg?t=401 || The Only Two Real Tax Shelters That Actually Hold Up
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[7:02] YouTube https://youtu.be/AcUVSgT8_rg?t=415 || The Only Two Real Tax Shelters That Actually Hold Up
deconrain the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: I Have a Small YouTube Channel, How Do I Make Money
URL: https://youtu.be/B_8_byD5H40
PRIMARY_TOPIC: content
TOPICS: content, content, branding

[0:00] YouTube https://youtu.be/B_8_byD5H40?t=0 || I Have a Small YouTube Channel, How Do I Make Money
I've got a small YouTube channel, like really small, and I I just don't know where to go other than just make more content. What do you I've watched y'all's stuff. I don't have anything to sell that. What do you make YouTube about? Should I have a product? What was that? What do you What's the YouTube about?

[0:20] YouTube https://youtu.be/B_8_byD5H40?t=13 || I Have a Small YouTube Channel, How Do I Make Money
It's uh hunting, fishing, outdoors. I'm an outdoorsman. Okay. Oh, that's cool. And how many uh subscribers do you have or views do you get a month? Uh, so I've got 2,000 subscribers, okay? And I last in the last 28 days, I've gotten almost a quarter of a million views, mostly from shorts. I haven't posted many longs yet.

[0:42] YouTube https://youtu.be/B_8_byD5H40?t=35 || I Have a Small YouTube Channel, How Do I Make Money
Okay. All right. I post. What do you do to make money? Yeah. How do you live? Uh, I have a job. I work 40 hours a week. What do you like? What do you do, though? put the damn I make lawn mower parts. Okay. Nice. All right. Um Okay. I I think you're early. Mhm. I think you're early. So, I do think that you should start making some longs because longs is what's going to depen your kind of influence with the audience. You want to you want to

[1:20] YouTube https://youtu.be/B_8_byD5H40?t=73 || I Have a Small YouTube Channel, How Do I Make Money
demonstrate more expertise around hunting. Um, and if you're like, I don't know how to do that, just take three or four long con, sorry, short concepts that were good and just loop them together. Not not literally loop them together. Just, you know, make a video that covers each of those uh each of those concepts, you know, in tandem and work your way to a five or eight or 10 minute video.

[1:39] YouTube https://youtu.be/B_8_byD5H40?t=92 || I Have a Small YouTube Channel, How Do I Make Money
Mhm. And I would start doing that. I just think I think you're early, dude. Okay. So, just basically just do more. Yeah. And and do better, too. You know what I mean? Like, I think you got you got to learn a little bit more about the content game. Um, yeah, I would say like what right now are you spending all of your time making content for YouTube outside of work?

[2:03] YouTube https://youtu.be/B_8_byD5H40?t=116 || I Have a Small YouTube Channel, How Do I Make Money
Just about. Yeah. And how long every minute I can spare? I do. Yeah. No, you're good. How long have you been doing it? So, I started the channel several years ago and kind of got very very inconsistent and then uh about two months ago I decided to really get after it. Okay. Well, okay. I think that we can both tell you this, which is like YouTube is a game of consistency.

[2:28] YouTube https://youtu.be/B_8_byD5H40?t=141 || I Have a Small YouTube Channel, How Do I Make Money
Like that's just that's how the platform works. So, I think the biggest thing that you can do right now is just be consistent. Because if you look at like how to go from just like okay or mediocre to just like good solid, it's consistency. And then if you want to get to like great, it's like continued improvement while being consistent.

[2:46] YouTube https://youtu.be/B_8_byD5H40?t=159 || I Have a Small YouTube Channel, How Do I Make Money
So I guess the question is how many shorts and how many longs do you commit to making per week? So I was at one point I was doing one a day and I was it was great, but I'm kind of back down to like three a week. Three to four a week. You mean for the shorts, right? Yes, sir. Yeah. I think I mean you do have to do more and you have to do it consistently.

[3:11] YouTube https://youtu.be/B_8_byD5H40?t=184 || I Have a Small YouTube Channel, How Do I Make Money
And I would just tell you that like right now you're not multi like just for your own self do not consider yourself having done this for years. You've been doing it for 8 weeks. Yes. So you're super early, man. Yeah. You're super early. Okay. So I just like I wouldn't even think about monetizing it right now. Like you just want to take 5:00 a.m. to 900 a.m.

[3:31] YouTube https://youtu.be/B_8_byD5H40?t=204 || I Have a Small YouTube Channel, How Do I Make Money
and 5:00 p.m. to 9:00 p.m. You're 5 to 9 beginning a day, end of day. And I put all of that into making sure no matter what I got out I get out one short a day and then on my weekends I'm going to make sure that I get at least one long out. Okay. All right. What's your goal? One more question. What's my goal? Yeah.

[3:51] YouTube https://youtu.be/B_8_byD5H40?t=224 || I Have a Small YouTube Channel, How Do I Make Money
Do you want to quit your job? Do you want to build a company? Yes. I believe if I can just replace my income from my job with this, then I could scale it up. And uh I guess my number would be about 10 grand a month. Okay. Can I ask you something to be super honest? Mhm. What stops you from making one video a day like you were? Like what what behavior?

[4:21] YouTube https://youtu.be/B_8_byD5H40?t=254 || I Have a Small YouTube Channel, How Do I Make Money
Um, mostly just life gets in the way or I get to talking and to somebody and then sun goes down and now I'm out of daylight. So if you if you want to ask yourself how to be consistent, the question is how do you stop the things from occurring that make you inconsistent? So it's like do you have the right people surrounding you? Do you have yourself in the right environment? Like those are the things that I think you want to be thinking about right now because I know like for myself or for

[4:50] YouTube https://youtu.be/B_8_byD5H40?t=283 || I Have a Small YouTube Channel, How Do I Make Money
Alex when we were first starting out and like making just trying to get into business, I had to put myself in an environment where it made it easy to achieve my goals, not hard, which also meant surrounding myself with people in a routine that made it easy. Okay. Do you know how how I define commitment? How?

[5:11] YouTube https://youtu.be/B_8_byD5H40?t=304 || I Have a Small YouTube Channel, How Do I Make Money
The elimination of alternatives. You have to get rid of your other options. And I don't mean like you need to quit your job. I mean everything else that is not you make if this is what you want and it's like you can only know that. But if this is really what you want, then it means that you have to say no to everything else in order to truly say yes to this.

[5:31] YouTube https://youtu.be/B_8_byD5H40?t=324 || I Have a Small YouTube Channel, How Do I Make Money
Because every time you say yes to something else, it's saying no to this thing that you want. And almost always the things that we want to say yes to now are short-term long-term. We say yes in the moment because it gives us a shortterm short-term good thing, but it prevents us from the long-term bad uh long-term great thing.

[5:50] YouTube https://youtu.be/B_8_byD5H40?t=343 || I Have a Small YouTube Channel, How Do I Make Money
Okay. So, I was also thinking, should I post on Instagram, Facebook as well? I want you to be consistent with YouTube first, man. All right. Give me 12 weeks of consistency. You make one long and you make seven shorts 12 weeks in a row. You do that and you're like, you know what? I got more. So the thing is is right now you have to do that volume so you can become more efficient. Like you have to feel the pain of the inefficiency of being like man this is a lot of work because when

[6:19] YouTube https://youtu.be/B_8_byD5H40?t=372 || I Have a Small YouTube Channel, How Do I Make Money
you do that all of a sudden you'll start getting faster, you start getting better and your work output and capacity will go up and then you'll free up the bandwidth because you got more skills, you got more efficient that you can start looking at, you know what, I'm going to repurpose this on Instagram. I'm going repurpose this on Tik Tok or whatever.

[6:36] YouTube https://youtu.be/B_8_byD5H40?t=389 || I Have a Small YouTube Channel, How Do I Make Money
Okay. It's also like just like really thinking about this in order to build a business to replace your income like you want to build that confidence and confidence is an output not an input. The input to confidence is becoming incredibly consistent with something. So you get the experience which makes you competent and then it leads to confidence. And I think like in general

[6:55] YouTube https://youtu.be/B_8_byD5H40?t=408 || I Have a Small YouTube Channel, How Do I Make Money
if you can't stick with a commitment that you make to yourself then you you degrade the trust you have with yourself every day. And so like anything you do it's not going to come out as good as it could be. It's always going to be harder. it's going to take longer if you don't repair that trust with yourself.

[7:09] YouTube https://youtu.be/B_8_byD5H40?t=422 || I Have a Small YouTube Channel, How Do I Make Money
So, I think like right now, if you're just consistent with the posting, like that is going to make you not just better at business and content, but just better person for yourself, a better I would say like partner to yourself in doing this. Mhm. That That's kind of funny because I was watching one of Alex's videos where he was talking about consistency and how it

[7:32] YouTube https://youtu.be/B_8_byD5H40?t=445 || I Have a Small YouTube Channel, How Do I Make Money
how you get better by doing the thing over and over again. So, I started doing that and I've already noticed that trend. It's a I think right now it's good to steer a little bit. Like I get obsessive over doing things consistently. Alex knows this. Um but I think you can steer a little bit in the obsessive uh direction right now. I think it'd be good for you. And then you can course correct that later.

[7:55] YouTube https://youtu.be/B_8_byD5H40?t=468 || I Have a Small YouTube Channel, How Do I Make Money
And expect the fact like expect people who are normal and around you to not understand. Expect them to think it's weird. Expect it to not look cool. Like everyone goes through a cringe period. Like you're it's going to be lonely because you're trying to do something that's very different. And I make that content where I say like in order to be exceptional, you have to become the exception. You're going to probably be

[8:14] YouTube https://youtu.be/B_8_byD5H40?t=487 || I Have a Small YouTube Channel, How Do I Make Money
surrounded by the majority of people in your life who don't want this, aren't interested in it, think it's dumb, think it's stupid, think it's you trying to be famous, you thinking more of yourself than you really are, all of that stuff. And you just have to just put that in on the shelf and get back to work.

[8:32] YouTube https://youtu.be/B_8_byD5H40?t=505 || I Have a Small YouTube Channel, How Do I Make Money
Cuz like either they'll be right or you will. And you've got a long time to be right. That's kind of what I was. All right. Thank you. Yeah. Yeah. They'll be right for now and you'll be right for good. Yes, sir. So, just keep keep on keep posting. Keep on, baby. Keep on. Thank you very much. You guys are awesome. You bet. I appreciate you, man. See you.


VIDEO
TITLE: I Ran This Test, Here’s What Happened
URL: https://youtu.be/BdL22_C9UdU
PRIMARY_TOPIC: content
TOPICS: content, content, community, leads

[0:00] YouTube https://youtu.be/BdL22_C9UdU?t=0 || I Ran This Test, Here’s What Happened
If Alex had to start again from zero and get to seven figures with the school community, but he could market only within school. H don't do that. Um like market within school, what would he do? P.S. I might see you and Andrew this month. Going to be 24 flight, but worth it. Okay. So, can you do it 100% from

[0:16] YouTube https://youtu.be/BdL22_C9UdU?t=9 || I Ran This Test, Here’s What Happened
school? Yes. But I would learn to work like Okay, let's zoom out. The strategies that I would recommend for winning on school would work on Reddit. It would work on Instagram. It would work on Facebook. It works on anywhere where there's a community. And so the idea is again we have this like internal

[0:35] YouTube https://youtu.be/BdL22_C9UdU?t=28 || I Ran This Test, Here’s What Happened
stick about not saying provide value because when people try to quote provide value they end up making listicles about they've never done. And so don't do that. Um and so I'm going to unpack the word value so that it can be more helpful. You want to make something that saves people time. Does not tell them what to

[0:54] YouTube https://youtu.be/BdL22_C9UdU?t=47 || I Ran This Test, Here’s What Happened
do. just tell them something that you did that they no longer have to do as a result of your time and effort and they can just get the findings. And so instead of saying here's six things to do, say I ran this test because this makes you actually do by the way and then you say this is what happened.

[1:12] YouTube https://youtu.be/BdL22_C9UdU?t=65 || I Ran This Test, Here’s What Happened
So if you look at the theme like if you want to zoom out the vast majority of my content is this is something I did and this is how it worked. Use it if you want. And if you look at I would say arguably the the most valuable contributor to the school community in my opinion uh at current right now this

[1:27] YouTube https://youtu.be/BdL22_C9UdU?t=80 || I Ran This Test, Here’s What Happened
could change uh is Evelyn. I think Evelyn provides the most value per post out of everybody else. I think she's on the leaderboard for number one anyway. So you guys have voted with your likes and comments uh the same way I have. And if you look at her content and I would recommend doing that look study

[1:43] YouTube https://youtu.be/BdL22_C9UdU?t=96 || I Ran This Test, Here’s What Happened
her content. It's not the like it's not the hook, it's not the headline, it's the substance of the content that she's making. She's not making content. She's reporting on stuff she did. And so, like, I say it tongue and cheek, but it is what it is. It's do epic Talk about what you did. And what's epic is

[1:59] YouTube https://youtu.be/BdL22_C9UdU?t=112 || I Ran This Test, Here’s What Happened
going to be different person to person. Like, for you, something epic might be like, I reached out to 100 people in two days. This is what happened. A lot of people would be interested in that, right? I made I made content for 100 straight days. I made 100 pieces of content. I did you like you have to look

[2:13] YouTube https://youtu.be/BdL22_C9UdU?t=126 || I Ran This Test, Here’s What Happened
at what are the things that you can do for somebody else that saves them time and saves them effort and then just provide the lessons to them but not just lecturing on the lessons. Here's six ways to grow your school coming from somebody who has three members their mom themselves in their second account that

[2:27] YouTube https://youtu.be/BdL22_C9UdU?t=140 || I Ran This Test, Here’s What Happened
they made so that they can look like they have three members like no one cares. Okay. So that's what I would do is that you actually add value by doing stuff and then posting about what you did and the findings you had and the results you had and on a sub level just for everybody if someone else has you

[2:44] YouTube https://youtu.be/BdL22_C9UdU?t=157 || I Ran This Test, Here’s What Happened
know a content post that's interesting adding context you know what I mean like I did something like that for me and here's what happened you just do it on a micro level as a commenter and that will those people I promise you as a side note people who comment real comments on posts the people who whose posts you own

[3:00] YouTube https://youtu.be/BdL22_C9UdU?t=173 || I Ran This Test, Here’s What Happened
like few more. I'm just tell they don't know you. They'll be like, "Wow, this guy's great. He actually took the time to respond to my comment and I got a point from it and so I like this person." Okay, that's what I would do.


VIDEO
TITLE: The 10x Move for Healthcare Service Businesses
URL: https://youtu.be/Bt6lTDsX12s
PRIMARY_TOPIC: content
TOPICS: content, leads, scaling, content

[0:00] YouTube https://youtu.be/Bt6lTDsX12s?t=0 || The 10x Move for Healthcare Service Businesses
Dude, this is Will. I run a run a company that's virtual assistant for healthcare businesses and there's a ton of feedback on my line. We have lots of feedback on his line. So, sorry, Will. We'll we'll do the best we can. Hey, no worries. So, I'm doing 7 million this year if I add nothing else to my business.

[0:20] YouTube https://youtu.be/Bt6lTDsX12s?t=13 || The 10x Move for Healthcare Service Businesses
And uh we are getting almost all my leads from speaking at events. And so, for me, what's been great is because I've been working with you guys and Vantage, I have started hiring my CEO replacement. I've been able to start developing my price raises and just everything in terms of my margins are improving.

[0:40] YouTube https://youtu.be/Bt6lTDsX12s?t=33 || The 10x Move for Healthcare Service Businesses
But the problem is is that right now my growth is capped by my schedule. Mh. And I've hit the same like industry events for the past couple of years and they're starting to dry out a little bit. Mhm. So for me, what would be really useful is trying to decide if I can find bigger, newer stages or virtual stages

[0:58] YouTube https://youtu.be/Bt6lTDsX12s?t=51 || The 10x Move for Healthcare Service Businesses
or maybe my own stages or any other avenue to create leads so that it's not capped by my calendar. And this is I mean this is healthcare, right? Yeah. I mean I feel like there's a lot of healthcare conferences. No, true. True. There are a ton. I am hyperfocused on my avatar who's an owner of a PTO SLB practice

[1:21] YouTube https://youtu.be/Bt6lTDsX12s?t=74 || The 10x Move for Healthcare Service Businesses
that has five locations or so. So those are the customers that buy and repeat. They'll buy two then five and 20 VAS. Yeah. So I think I mean there's the there's the the obvious like more better like can we find better stages but I'm not going to go down that path because you already know that. Um I think the

[1:40] YouTube https://youtu.be/Bt6lTDsX12s?t=93 || The 10x Move for Healthcare Service Businesses
like call it like the 10x move, you know what I like the move that's like the order of magnitude move that probably unlocks things for you is I think you would probably be really well served learning to run a webinar and so I think because Andromeda and meta ads have gotten so good in terms of targeting that if you just said hey and

[1:57] YouTube https://youtu.be/Bt6lTDsX12s?t=110 || The 10x Move for Healthcare Service Businesses
what do you say OTT was it what was the the type of sorry yeah occupational therapist physical therapist and speech therapist okay great so I would literally make an ad that would just say like hey if you're an occupational therapist a physical therapist or whatever and you've got five or more applications.

[2:13] YouTube https://youtu.be/Bt6lTDsX12s?t=126 || The 10x Move for Healthcare Service Businesses
Um, like I I'm running a virtual thing. I'm I'm will all I do is specialize in XY andZ. You're probably suffering from these pains. And the good news is like you can get out of it. You can do it in less than 60 days. I'll walk you through the whole process for free. On the webinar, you just basically show them

[2:28] YouTube https://youtu.be/Bt6lTDsX12s?t=141 || The 10x Move for Healthcare Service Businesses
what's possible of like the types of things that are getting automated. So rather than like like let me show you uh how we do this like that's really boring but just show like 10 different use cases um of like things they're doing that are painful that an uh a virtual assistant uh could handle. And then

[2:48] YouTube https://youtu.be/Bt6lTDsX12s?t=161 || The 10x Move for Healthcare Service Businesses
basically the the last half of it is kind of like all the classic FAQs that they're going to come up with like how are they do they speak English? Are they going to be well trained? Uh is it going to be a pain to manage? How do I even pay these people? Are they technically employed? all the stuff that you

[3:02] YouTube https://youtu.be/Bt6lTDsX12s?t=175 || The 10x Move for Healthcare Service Businesses
normally have like that would come up and I think that if you just ran Meta ads with those kind of clear call outs in the beginning uh Meta and Andromeda will basically find those people and bring them to the webinar and then basically you can soft pitch a call and I would say like I would probably pitch

[3:16] YouTube https://youtu.be/Bt6lTDsX12s?t=189 || The 10x Move for Healthcare Service Businesses
some sort of like savings assessment for free which is like if you just show us your growth rate in your current payroll we'll show you what you could be saving it and would be dropping to your bottom line with increases like this isn't just swap what you have for someone for less. This is get someone who's better for

[3:33] YouTube https://youtu.be/Bt6lTDsX12s?t=206 || The 10x Move for Healthcare Service Businesses
less and who can work some of your leads, you know, like, you know what I mean? It's like no one wants to get sold just for less. It's like this is better than what you have and cost less. It's like you want both. And so I think that that's like cuz then you kind of own the stage, right? And then you can you can scale this thing to

[3:47] YouTube https://youtu.be/Bt6lTDsX12s?t=220 || The 10x Move for Healthcare Service Businesses
the to the moon, dude. Let's go. So, it's cool because I love this idea of being able to just add infinite webinars because I had one webinar last month as one of the few that I do and I cleaned up at it. Yeah. That presentation that you gave scale that piece of it. That presentation that you gave in

[4:06] YouTube https://youtu.be/Bt6lTDsX12s?t=239 || The 10x Move for Healthcare Service Businesses
person, you can more or less give online. The only difference I would say is that the first like you're going to have to be really crisp at the beginning. Yeah. But that's about it, man. Like you already do pitch from stages. We're just taking you from in person to online and the only concern that you'll have in the

[4:24] YouTube https://youtu.be/Bt6lTDsX12s?t=257 || The 10x Move for Healthcare Service Businesses
beginning is just um uh what am I uh is targeting, right? But because Andromeda like I don't know that world. Yeah. Yeah. The targeting is going to be much easier because it's going to be in the creative itself. And you make content, don't you? Oh, yeah. I have dozens of followers, remember? Dozens of followers. So, I would take

[4:44] YouTube https://youtu.be/Bt6lTDsX12s?t=277 || The 10x Move for Healthcare Service Businesses
your best performing content as your first 20 ads that I would start with. Um, and then just put a CTA at the end. So, basically have the have the ad or have the content and then just film like a 5-second by the way like I'm doing a webinar on this thing. I just spoke at this this this and people had to pay to

[5:00] YouTube https://youtu.be/Bt6lTDsX12s?t=293 || The 10x Move for Healthcare Service Businesses
be there. I'll give it to you for free. Just show up. That actually has real value. Um, because people had to pay to be at those events that you spoke at, right? Yeah. Right. So, it's like I'm giving you something that other people to pay for for free. So, there's a bargain there. Um, and you can do it from the

[5:13] YouTube https://youtu.be/Bt6lTDsX12s?t=306 || The 10x Move for Healthcare Service Businesses
convenience of your home. And then I would do a second version of each of those that would have just have a text overlay that's like a banner that doesn't even include a kind of a cut-in CTA from you at the end. So that probably be my first like 20 to 40 ads. Um, and I would also put a banner across

[5:27] YouTube https://youtu.be/Bt6lTDsX12s?t=320 || The 10x Move for Healthcare Service Businesses
the top that says occupational therapist, physical therapist, speech therapist. Um, so that they know like it's for them. That's probably what I would do from the ad strategy. And then it's literally a simple opt-in page. You send them a Zoom link with reminders. That's it. Dude, that is so epic. What about using

[5:43] YouTube https://youtu.be/Bt6lTDsX12s?t=336 || The 10x Move for Healthcare Service Businesses
partnerships in my industry with other B2B companies that I know? I think you totally can. I think it's either would work. I would say pick one. Like either say, I'm going to do virtual stages or I'm going to go basically turn outreach on and reach out to all these B2B providers. Honestly, both will work

[6:00] YouTube https://youtu.be/Bt6lTDsX12s?t=353 || The 10x Move for Healthcare Service Businesses
because I think you could get the B2B providers to love you just because your personality. I think you'll win either way. Which one do you feel more comfortable with? I'll just say that. Webinars. Because for me, I've as a company has grown, there are a lot of potential relationships with these other

[6:14] YouTube https://youtu.be/Bt6lTDsX12s?t=367 || The 10x Move for Healthcare Service Businesses
partnerships, but it feels more taky for me and so I could leverage those. I think it'd be great just to be independent and create my own webinars and feel like I'm on my own. I do think that as we walk down this path, we will end up pursuing the B2B thing and we'll probably think like I want to think more with you on like how

[6:32] YouTube https://youtu.be/Bt6lTDsX12s?t=385 || The 10x Move for Healthcare Service Businesses
do I would want to break the belief that it's taky because if you're serving their customers and it's helping the customers make more money, they'll spend more money with the B2B partner. And so I would like I would push back on that piece. Um but I would say pick either one will work. Either one just do the one that you feel more

[6:49] YouTube https://youtu.be/Bt6lTDsX12s?t=402 || The 10x Move for Healthcare Service Businesses
comfortable with because the B2B offer is straightforward. Like it's already to your network. Like if I had to think like what is the highest likelihood thing that will work because there there's no tech B2B if you just have the offer which is just simply like hey our practices make this much more your

[7:03] YouTube https://youtu.be/Bt6lTDsX12s?t=416 || The 10x Move for Healthcare Service Businesses
services cost X by the introduction they could always pay for your thing no problem and what I would want to go for is how can I get integrated into their sales their sales motion. So it's like you don't want to do like a webinar with them. I mean, you could do it as the first one. Kind of like the launch then

[7:16] YouTube https://youtu.be/Bt6lTDsX12s?t=429 || The 10x Move for Healthcare Service Businesses
integrate model that I talk about in the leads book, but the the long-term nirvana is they sell their thing and then they plug you in so that they can basically justify the cost. I see. Yeah, that would be great because I do have a lot of connections. At my event this last weekend, we had 16 companies sponsoring it and all of them

[7:36] YouTube https://youtu.be/Bt6lTDsX12s?t=449 || The 10x Move for Healthcare Service Businesses
killed. So, I think there's some goodwill there that I could reach out to and it would feel like I'm If I had to do order of ops, I would do the B2B partnership first because it takes no tech and I would just start with like two and just like heavily focus on it. E, like I said, either of the strategies

[7:52] YouTube https://youtu.be/Bt6lTDsX12s?t=465 || The 10x Move for Healthcare Service Businesses
will work. I do like the B2B just because you don't like you already have the connections, you already have the relationship, they made money from you already. So, it's like they're already, you know, 80% of the way there. You just say, "Hey, wouldn't it be cool to do make more money like that? Here's how we

[8:05] YouTube https://youtu.be/Bt6lTDsX12s?t=478 || The 10x Move for Healthcare Service Businesses
could do it. Here's how I position it. So, how do they make money on those webinars? The first one, you're saying that that would be both of us together? No, they would make money in in that their customers would make more profit, which they could spend with them. That's how I'd frame it. I see. So,

[8:20] YouTube https://youtu.be/Bt6lTDsX12s?t=493 || The 10x Move for Healthcare Service Businesses
so are they recurring business? So, sorry, go ahead. Are they recurring revenue businesses? Uh, most of them. Yeah. Yeah. Yeah. So, I would just say, listen, on the first phone call, you'll say, "Hey, we'll introduce you to a partner of ours who will decrease your payroll cost so that all of our stuff's

[8:37] YouTube https://youtu.be/Bt6lTDsX12s?t=510 || The 10x Move for Healthcare Service Businesses
basically free." Oh, okay. Awesome. Right. That way, you don't have to worry about this as an expense anymore. That's how I'd pitch it. Dude, that is so epic. And it's cool because I just was with these guys last weekend. There's a lot of like connection and buzzing, so it would be very natural. Yeah, this would be the time to do it.

[8:55] YouTube https://youtu.be/Bt6lTDsX12s?t=528 || The 10x Move for Healthcare Service Businesses
Um, but yeah. Has Vintage been worth it, dude? Game changing again. I kid you not, this is an answer to a prayer right now. Awesome, man. I appreciate you, Will. Thanks for being the man. You, too. Talk to you soon. All right. See you. If you're a business owner and you are not growing as fast as you'd like, I'd

[9:13] YouTube https://youtu.be/Bt6lTDsX12s?t=546 || The 10x Move for Healthcare Service Businesses
like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we

[9:28] YouTube https://youtu.be/Bt6lTDsX12s?t=561 || The 10x Move for Healthcare Service Businesses
broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and

[9:41] YouTube https://youtu.be/Bt6lTDsX12s?t=574 || The 10x Move for Healthcare Service Businesses
finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying

[9:56] YouTube https://youtu.be/Bt6lTDsX12s?t=589 || The 10x Move for Healthcare Service Businesses
to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: What Has Value in the Age of AI
URL: https://youtu.be/D8mz-jmYL5M
PRIMARY_TOPIC: content
TOPICS: content, offers, content, wealth

[0:00] YouTube https://youtu.be/D8mz-jmYL5M?t=0 || What Has Value in the Age of AI
like when information is like free and infinite with chat GPT or AI or whatever, what actually has value in this industry. And an interesting example, I asked her to like elaborate a bit and she said, for example, there was a lot of women in her community that their point of differentiation used to be making a

[0:22] YouTube https://youtu.be/D8mz-jmYL5M?t=15 || What Has Value in the Age of AI
beautiful ebook. Like just being able to get the graphics pretty or, you know, or making pretty graphics. it things like that used to give you an edge, right? But now that anyone can kind of produce graphics or or PDFs or whatever, like what actually is the value in this world? Um I'm interested to hear what you have

[0:45] YouTube https://youtu.be/D8mz-jmYL5M?t=38 || What Has Value in the Age of AI
to say, but I will answer first. Um I think so first off, just for everyone, information has been free for a very long time. So this is not new. there's this great thing called the internet and people could search for information and it was readily available. So what appears to be this like crazy thing like

[1:02] YouTube https://youtu.be/D8mz-jmYL5M?t=55 || What Has Value in the Age of AI
how could we how could we hide or you know put information behind a payw wall when it's so readily available. I had a a professor one of my favorite professors in college who said he was a career consultant and he said you know consulting is basically like sitting next to a river with a cup in hand and

[1:18] YouTube https://youtu.be/D8mz-jmYL5M?t=71 || What Has Value in the Age of AI
taking a cup out and then handing it to someone and charging them for it. And I've always actually always remembered that kind of visual. And so a lot of the information component is when there is infinite information, the value is in the selection and curation because no one has the time to consume all of it to

[1:34] YouTube https://youtu.be/D8mz-jmYL5M?t=87 || What Has Value in the Age of AI
figure out what's good. And so at the end of the day, most of the time we were always selling time, a compressed time. Like when you see uh a year of dates dating in 10 minutes, it's like it's a time compression. People like, "Oh, this is a good deal for my time." And so things that make things faster, things

[1:50] YouTube https://youtu.be/D8mz-jmYL5M?t=103 || What Has Value in the Age of AI
that make things easier, things that typically people will just aggregate towards. And so removing friction from people's lives will always be something that humans will go towards. Now AI has done a lot of that for sure. But like we can still there's still value to be to be given to people by your specific way

[2:05] YouTube https://youtu.be/D8mz-jmYL5M?t=118 || What Has Value in the Age of AI
of doing something. So I'll just say that like big picture that's number one. The second component is um which might be like teased out from her question is like what things are valuable and obviously we're talking school here. So like what things are valuable within the context of a community and so uh if the

[2:24] YouTube https://youtu.be/D8mz-jmYL5M?t=137 || What Has Value in the Age of AI
things that AI can do will replace things that humans can do over time. I don't think anyone's really arguing that. And so we just have to ask the question like what things can humans do that AI can't do which that that that number gets smaller, right? But people in a world that everything is fake will

[2:38] YouTube https://youtu.be/D8mz-jmYL5M?t=151 || What Has Value in the Age of AI
probably crave realness and authenticity more than anything else. And so having a community of real people going through real you know struggles and problems etc and then sharing that I think will always be valuable and if anything more valuable in the future I mean fundamentally like we're making a very

[2:53] YouTube https://youtu.be/D8mz-jmYL5M?t=166 || What Has Value in the Age of AI
big bet on it because we believe that. Um so that's thing one. Now um underneath of that it's what whatever you teach there's typically some element of it that's like here's my way of doing something and then there's some element that is consumable within that community. So community itself is consumable. Like if you had community

[3:11] YouTube https://youtu.be/D8mz-jmYL5M?t=184 || What Has Value in the Age of AI
last month, it's not like this month you're like, well, I don't want community anymore. You still want community, right? So you consume that product, if you will, month over month over month. Um, now there's different examples of like what other things, now this is going to be kind of niche specific to whatever your thing is. Uh,

[3:27] YouTube https://youtu.be/D8mz-jmYL5M?t=200 || What Has Value in the Age of AI
can someone after they understand my way of thinking or my process or my method or whatever, how can they what are the inputs of that system? And so in the gym launch world, it was like we delivered ads. That was the inputs of the system. We would go test ads. We'd figure out the ads winners and we'd say, "We

[3:41] YouTube https://youtu.be/D8mz-jmYL5M?t=214 || What Has Value in the Age of AI
already showed you how to how to run them and how to sell people once they came in." But the input was the ad. Uh there's a 3D printing community. Their input was they go look at trending uh products and they're like, "Okay, we've already taught you how to go 3D print our way. Here's the trending products

[3:54] YouTube https://youtu.be/D8mz-jmYL5M?t=227 || What Has Value in the Age of AI
for the week or the month." And so people were like, "That's consumed because next month they'll be different." There was a wholesale guy who was in here with really good retention. His thing was uh his team would go search for different uh homes uh that were you know potentially good deals. All the numbers pencled out and

[4:09] YouTube https://youtu.be/D8mz-jmYL5M?t=242 || What Has Value in the Age of AI
then all people had to do is just go there and if they walked in it looked good then they would buy it. But next week it's going to be different. There's financial guys who do stock pick. You get the idea here is that like there's you have to just think what is the consumable portion of the value that I

[4:22] YouTube https://youtu.be/D8mz-jmYL5M?t=255 || What Has Value in the Age of AI
can help create and and separate that out from like maybe the one-time component. So some some of you guys sell courses, some of you guys sell uh webinars, things like that. um you know through school and that is a onetime value which you can charge whatever the relative value is to the person after

[4:38] YouTube https://youtu.be/D8mz-jmYL5M?t=271 || What Has Value in the Age of AI
that the value has to be sign like typically the value will be smaller because it's only based on what is consumable and so just making sure that that is priced appropriately I think will help a lot of people get better retention in your communities um and so yeah I think there's tons of stuff that still has value like you still have

[4:54] YouTube https://youtu.be/D8mz-jmYL5M?t=287 || What Has Value in the Age of AI
friends you still are many of you are married or have spouses things like that AI has does not replace that. And I think if anything like the desire for true humanness will only go up like people have never been more lonely in the age of social media. What was supposed to connect us is that separated

[5:10] YouTube https://youtu.be/D8mz-jmYL5M?t=303 || What Has Value in the Age of AI
us. And so I think having, you know, the platform for communities, I mean, our whole goal is to make it, you know, real. Real quick, I'm going to show you the exact 10stage road map from zero to 100 million plus that less than 1% of companies finish. I've now done multiple times. And so I can say with a lot of

[5:27] YouTube https://youtu.be/D8mz-jmYL5M?t=320 || What Has Value in the Age of AI
confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down by eight different functions of the business. What the constraint feels like, like what are the symptoms of it when you're going through it and then what steps we actually took to graduate.

[5:40] YouTube https://youtu.be/D8mz-jmYL5M?t=333 || What Has Value in the Age of AI
And we've done this across software, physical products, uh, service businesses, brickandmortar, all of this. And it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just go acquisition.comroadmap. Just enter your info and it'll spit it right back to you. Offering.


VIDEO
TITLE: Don’t Conform, Find Your True Personal Brand
URL: https://youtu.be/ERxShNdCqv0
PRIMARY_TOPIC: content
TOPICS: content, branding, mindset

[0:00] YouTube https://youtu.be/ERxShNdCqv0?t=0 || Don’t Conform, Find Your True Personal Brand
I don't think that's true. I think that everyone has a personal brand that is unique and different. But everyone doesn't look that way because they conform to what what they think everyone else wants them to look like. And so the fact that they are boring and they resent the fact that they're boring is

[0:16] YouTube https://youtu.be/ERxShNdCqv0?t=9 || Don’t Conform, Find Your True Personal Brand
because they are living out reflections of what what they think everyone else wants them to do. And so all you have to do is start at square zero and be like, "What do I want?" Because I realized after I got out of gym launch that I mean I dressed a certain way for gym launch because I was the head of an

[0:32] YouTube https://youtu.be/ERxShNdCqv0?t=25 || Don’t Conform, Find Your True Personal Brand
entire community of gyms and it made sense for me to dress that way because I needed to I needed to look that part right. But when I was at ground zero and I was like okay what do I want? And I thought about it for a long time and I was like well what would 85year-old me wear? I was like 85-year-old me would

[0:47] YouTube https://youtu.be/ERxShNdCqv0?t=40 || Don’t Conform, Find Your True Personal Brand
wear probably the most functional thing he could wear cuz he doesn't care what his shoes look like. He doesn't care what his shirt looks like. He just wants to be comfortable. And so I just started trying all the things that I could possibly imagine for shoes, shorts, hats, whatever to find the thing that I was like, you know what, this is the most comfortable and this allows me to do the most things in the most rooms

[1:04] YouTube https://youtu.be/ERxShNdCqv0?t=57 || Don’t Conform, Find Your True Personal Brand
without changing. And so people then are like, man, that's so unique. But it it was actually just saying if I were to if everyone was gone from existence, what would I do? What would my work be? Right? How would I dress? Who would I date? That's a real one. Who would I date if no one else told me what they thought about it? Maybe someone different than you're dating right now.

[1:24] YouTube https://youtu.be/ERxShNdCqv0?t=77 || Don’t Conform, Find Your True Personal Brand
And if the person that you would want to date isn't the person you're dating right now, and the person that you would want to date would never date you, then maybe rather than dating these mediocre Mollies or mediocre Matts, you take the period of time, you go on the untraden path, you have people reject you and say, "Oh, you're not coming out tonight. You're going to the gym again, right? Oh, I can't eat with us, right? She's on a she's on a diet again. How long you going to stick with

[1:48] YouTube https://youtu.be/ERxShNdCqv0?t=101 || Don’t Conform, Find Your True Personal Brand
this one?" Right? Because the thing is is that the stick to it in muscle itself is something that you work on. Because if you started diets and you failed and you started working out and you failed, if you just make it longer every time before you fail, you're still making progress and you're still doing something that everyone else isn't doing. Yeah.

[2:02] YouTube https://youtu.be/ERxShNdCqv0?t=115 || Don’t Conform, Find Your True Personal Brand
And that is the biggest meta indicator that you possibly can is if if because everyone sucks. Like so many people are mediocre. Like half of the United States is in debt. They don't even have a do like they they're they're negative net worth. And so like just saying different than that like the bar isn't high. We talked about this. Dude, go for it. I know. I know what you're just go for it.

[2:25] YouTube https://youtu.be/ERxShNdCqv0?t=138 || Don’t Conform, Find Your True Personal Brand
The bar has never been set lower to separate yourself out from the pack. Never been set lower. And this is for, you know, the black pill internet black pill. By the way, it is supposed to be one step beyond the red pill to see that life and dating largely for men is uh uh there's an uncomfortable reality that if you aren't

[2:46] YouTube https://youtu.be/ERxShNdCqv0?t=159 || Don’t Conform, Find Your True Personal Brand
blessed with the right physical attractiveness, status or money uh LSM, looks, LMS, looks, money status, if you don't have the right prerequisites, you're you're basically doomed. You're a genetic dead end and eat Um is that a bad thing? according to them. I So, okay, I'm gonna I'm gonna zoom out real quick and then I I I know I know we're gonna go on this. So, if we're looking at a species, right, let's look

[3:10] YouTube https://youtu.be/ERxShNdCqv0?t=183 || Don’t Conform, Find Your True Personal Brand
at deer, right? A lot of people have deer in their backyard, right? Well, what is natural is that one buck inseminates 50 dough and he competes with all the other deer. And the reason for that is because then it actually allows the quote best genes to proliferate. Now, best is determined by what actually continues continues on, right?

[3:32] YouTube https://youtu.be/ERxShNdCqv0?t=205 || Don’t Conform, Find Your True Personal Brand
Getting perilously close to eugenics here, Alex. Well, I'm just talking about I'm just talking about deer, right? I'm just talking about dear. If anyone I'm just talking about dear. I'm not saying this is what it should be, but the the the point that that I wanted to make was not, I think, where everyone

[3:45] YouTube https://youtu.be/ERxShNdCqv0?t=218 || Don’t Conform, Find Your True Personal Brand
thinks I'm going with this, which is that a lot of the, you know, the black whatever you just said, right, black pill, um, I would imagine are casting an expectation on the universe that it shouldn't be this way.


VIDEO
TITLE: How to Build a Powerful Network From Scratch
URL: https://youtu.be/Exmo_hcJZM0
PRIMARY_TOPIC: content
TOPICS: content, community, content, wealth

[0:00] YouTube https://youtu.be/Exmo_hcJZM0?t=0 || How to Build a Powerful Network From Scratch
One of the interesting things on Facebook, the way that it all came together uh from investor standpoint is Peter Teal and Reed Hoffman who started LinkedIn and Mark Pinkis from Zingga and they had almost like this mastermind. They would sit around talk about social networks. I think uh Reed Hoffman

[0:15] YouTube https://youtu.be/Exmo_hcJZM0?t=8 || How to Build a Powerful Network From Scratch
started outside of LinkedIn also started another one that before wasn't successful and they were in this small room of people that ended up being so huge in the space. When you think about building out your peer set in your mastermind group, I know it's kind of a hokey word, mastermind, but how do you look about,

[0:34] YouTube https://youtu.be/Exmo_hcJZM0?t=27 || How to Build a Powerful Network From Scratch
you know, your your peer group and how do you build that out? And tell me about your strategy there. I would say it hasn't been um super deliberate. I would say that a lot of it has kind of happened organically um pun intended with organic organic growth. Um but I would say we sit at this really interesting intersection between

[0:54] YouTube https://youtu.be/Exmo_hcJZM0?t=47 || How to Build a Powerful Network From Scratch
business and content. Um which is cool, right? which is like, okay, there's this creator world over here and then there's this investing money business world over here. And so finding people that are on either side of that. Um cuz like in this room, it's like I don't talk about clicks in YouTube and retention curves

[1:10] YouTube https://youtu.be/Exmo_hcJZM0?t=63 || How to Build a Powerful Network From Scratch
and whatnot. And then I go into this room and I'm not talking about, you know, return profiles. Um but I think understanding both worlds gives huge alpha on both sides because everybody on over here in the creator world is like, man, I just don't know how to monetize. and everybody over here is like, man, I

[1:26] YouTube https://youtu.be/Exmo_hcJZM0?t=79 || How to Build a Powerful Network From Scratch
just wish I could have way more deal flow. And so it's like marrying those two. Um creates a huge, you know, it creates huge benefits on both sides. But in terms of um I'd say my my, you know, I would say it's less about masterminding and more like if there's IUs that I can collect for the future, I'll do it. If I think that um I might I

[1:47] YouTube https://youtu.be/Exmo_hcJZM0?t=100 || How to Build a Powerful Network From Scratch
might need or want to cash it in later. And so it's like if I can help somebody out, I tend to have that slant of like I'll help if I can. Um because you never know when you'll need some. And so I just try and like dig the well before I'm thirsty. And I would say that that's probably been the the strategy that I've

[2:03] YouTube https://youtu.be/Exmo_hcJZM0?t=116 || How to Build a Powerful Network From Scratch
used um for the vast majority of my my career just like give first as much as I can because those IUs have been incredibly valuable for me at in times of need. Um, but like what am I basically who am I actively like recruiting in my my head right now is not a lot. I would say that I'm I'm trying to get more into the tech side of

[2:26] YouTube https://youtu.be/Exmo_hcJZM0?t=139 || How to Build a Powerful Network From Scratch
things because like these two sides I feel like I understand. Okay. Um and that's you know with all the AI stuff that's going on right now. I see that as um uh some deficiency like I'm not deep in you know like I have you have ignorance. Yeah. Yeah. Exactly. I have huge ignorance debt. And so I think people even deep in the industry

[2:43] YouTube https://youtu.be/Exmo_hcJZM0?t=156 || How to Build a Powerful Network From Scratch
have ignorance debt and they most of the people don't know what's going on and they're all running around and then if you're not in the industry you're for sure even more disadvantaged. You're like I mean no I I I use catchy of course it's like um yeah I try not to think about that too much because um it makes me depressed.

[3:03] YouTube https://youtu.be/Exmo_hcJZM0?t=176 || How to Build a Powerful Network From Scratch
Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went

[3:18] YouTube https://youtu.be/Exmo_hcJZM0?t=191 || How to Build a Powerful Network From Scratch
through and more importantly where they got stuck and how they got past it. And so, we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the

[3:31] YouTube https://youtu.be/Exmo_hcJZM0?t=204 || How to Build a Powerful Network From Scratch
business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.comroadmap,

[3:44] YouTube https://youtu.be/Exmo_hcJZM0?t=217 || How to Build a Powerful Network From Scratch
plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas

[3:58] YouTube https://youtu.be/Exmo_hcJZM0?t=231 || How to Build a Powerful Network From Scratch
and we'll do this in person live.


VIDEO
TITLE: How To Get Customers So Fast It Feels ILLEGAL
URL: https://youtu.be/FMzKk73iUhw
PRIMARY_TOPIC: content
TOPICS: content, leads, offers, content

[0:00] YouTube https://youtu.be/FMzKk73iUhw?t=0 || How To Get Customers So Fast It Feels ILLEGAL
want to hear something insane every 6 seconds acquisition. comom portfolio companies get a new lead so I'm going to teach you how to get new customers so fast it feels illegal and as I've done this we've gotten three leads one at the first second one at the 6C one at the 12 seconds and right now we just got another lead and so the first way to do this every business wants more leads but

[0:22] YouTube https://youtu.be/FMzKk73iUhw?t=15 || How To Get Customers So Fast It Feels ILLEGAL
none of them want to give good stuff away for free and so my favorite marketing strategy for getting tons of leads is step one look at what other people are charging for step two look at the Hard costs of what it would cost for you to deliver it step three give that thing away for free step four see how many leads you get step five see how

[0:47] YouTube https://youtu.be/FMzKk73iUhw?t=40 || How To Get Customers So Fast It Feels ILLEGAL
many you convert so this is the idea is that you can give something significantly better away for free than everyone else does ideally something that other people actually charge for and when if you really want to be a Savage about it which why wouldn't you want to be a Savage about it you make it even better than what they have now number two these kind of bets are hard for an employee to make because if you

[1:11] YouTube https://youtu.be/FMzKk73iUhw?t=64 || How To Get Customers So Fast It Feels ILLEGAL
are somebody who's a an awesome marketer or that's your your primary skills you're good at promotion you're good at advertising then I have made this mistake before and I've gotten too far away all right so this is where everyone's working everyone's doing this I don't know why it's a hashtag but this is what work looks like and this is me

[1:29] YouTube https://youtu.be/FMzKk73iUhw?t=82 || How To Get Customers So Fast It Feels ILLEGAL
over here not doing the work what happens is this distance basically dilutes down my marketing skills and I end up basically having a department of people that are using their best skill set rather than mine and so the business loses the biggest asset it has which is me or you and so like Mr Beast is still

[1:52] YouTube https://youtu.be/FMzKk73iUhw?t=105 || How To Get Customers So Fast It Feels ILLEGAL
involved in the creation of his videos Steve Jobs still approved every final ad that went out for Apple so Legend says and so I think that the traditional setup is for the most part made by corporates who aren't Founders who aren't driving output they're just like meeting quarterly earnings they're they're not really changing the world

[2:13] YouTube https://youtu.be/FMzKk73iUhw?t=126 || How To Get Customers So Fast It Feels ILLEGAL
and so I have put my my big kind of words on this fewer better and what that means is that you're going to have to back up your investment and talent with finances and so what I mean by that is if you were to build an department and say okay I need to hire a few people for $775,000 a year okay just use it as simple math well those may be a players

[2:46] YouTube https://youtu.be/FMzKk73iUhw?t=159 || How To Get Customers So Fast It Feels ILLEGAL
b players C players who knows but an a player may be able to do quite literally five times 10 times the output 25 times the output of a b player and and so marketing is one of these roles that has tremendous leverage and so in thinking about this I think I've changed the way that I see building marketing departments

[3:09] YouTube https://youtu.be/FMzKk73iUhw?t=182 || How To Get Customers So Fast It Feels ILLEGAL
phenomenally which is most similar role in a business that I can think of that we have in the portfolio is actually a developer so hear me out developers typically have technical career paths which means that you can be a level one level two level three level four level five all the way up and as they go up they make more money and the reason for that is because one amazing developer can make something that millions of

[3:32] YouTube https://youtu.be/FMzKk73iUhw?t=205 || How To Get Customers So Fast It Feels ILLEGAL
people see so one of the old Legends of Google is that there was a particularly amazing coder they had bought some old version of Google Maps as an acquisition they kept trying to deal with the code and then one really high leverage coder remade the entire product over a weekend and then that is ultimately what became the codebase that we still use today as Google Maps and so one man made that

[3:55] YouTube https://youtu.be/FMzKk73iUhw?t=228 || How To Get Customers So Fast It Feels ILLEGAL
that's how much skill he was able to bring to the table now here's where it makes sense from a business perspective that one guy maybe you have to pay him 10 times more than a traditional coder but if that guy can make a million times the output of one guy then it's still an amazing deal and so the thing is that there is outsized Returns on Talent at the top end and

[4:19] YouTube https://youtu.be/FMzKk73iUhw?t=252 || How To Get Customers So Fast It Feels ILLEGAL
there's a reason that the biggest technology companies the biggest companies in the world are in a war for talent I was thinking about this as it relates to marketing because in many of the the businesses that I've started marketing has been traditionally underst staffed or overstaffed rarely appropriately staffed it's understaffed when it's really just me and like a couple people and when we do that it's because I have a ton of skills in

[4:44] YouTube https://youtu.be/FMzKk73iUhw?t=277 || How To Get Customers So Fast It Feels ILLEGAL
marketing and so we can get away with very few people on the flip side when I get too far away I usually bring someone in and they just bring a lot of bodies but what ends up happening is that the output goes down a lot and so at gym launch there was a period of time where we had 17 people in marketing and once I

[5:00] YouTube https://youtu.be/FMzKk73iUhw?t=293 || How To Get Customers So Fast It Feels ILLEGAL
5 minutes got rid of the leader I moved in and I took the team from 17 to five and then output tripled and so I say this because the people who have skills are the ones that are moving the needle and so if I have three guys for $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com

[5:16] YouTube https://youtu.be/FMzKk73iUhw?t=309 || How To Get Customers So Fast It Feels ILLEGAL
75k and they create 3x output one of the really interesting things about knowledge work specifically marketing coding is one of these is that the difference between the best guy and the worst guy in marketing isn't like the best guy who can cut a lawn and the worst guy who can cut a lawn the worst guy who can cut a lawn maybe it takes him an entire day and the best guy maybe takes him you know a third of a day because he's sprinting

[5:41] YouTube https://youtu.be/FMzKk73iUhw?t=334 || How To Get Customers So Fast It Feels ILLEGAL
the whole time so maybe you get a 3X increase because somebody is better and so you'd be limited by how much you'd be able to pay someone more for that quality and that speed whereas with somebody in marketing somebody who's a zero marketer versus a 10 marketer the 10 marketer might literally be able to do a 100 million times more of the output because one guy with skill and an iPhone can get 100

[6:06] YouTube https://youtu.be/FMzKk73iUhw?t=359 || How To Get Customers So Fast It Feels ILLEGAL
million view video and that kind of Leverage is why it pays to pay better and so this is something that I've been obsessed with uh of late and I'm trying to relay this to each of the portfolio Founders in making sure that we're keeping the marketing divisions tight so that we have the highest leverag people in the highest leverag positions with incentivized performance so that we

[6:30] YouTube https://youtu.be/FMzKk73iUhw?t=383 || How To Get Customers So Fast It Feels ILLEGAL
access their discretionary effort to maximize their skill sets the most important thing that you can take away from this is that the best advertisers don't need many people and if you have no one who's in your quote marketing department that means you and it's a game that you have to learn there are a few things that every founder has to learn at a basic level you have to know the core business you have to know how to get customers you have to know how to

[6:55] YouTube https://youtu.be/FMzKk73iUhw?t=408 || How To Get Customers So Fast It Feels ILLEGAL
deliver customers just about everything else you can Outsource but those two things are core to every business and so if you don't know how to get new customers you need to fix that so the next big one that can get you more outsize customers than anything else is answering a specific question which I ask as a great thought exercise with our

[7:13] YouTube https://youtu.be/FMzKk73iUhw?t=426 || How To Get Customers So Fast It Feels ILLEGAL
team is what would it take to be number one and another way of asking this question is what what else would have to be true for us to be number one in our market and so when we actually hypothesize about this we think okay what would it look like for us to be number one what else would have to be true what else would have to have occurred what's interesting about this

[7:43] YouTube https://youtu.be/FMzKk73iUhw?t=456 || How To Get Customers So Fast It Feels ILLEGAL
question is that it circumvents the traditional incremental thinking meaning instead of saying okay we're just going to do 10% more we're going to do 10% better we're going to do 20% better when you start with the end in mind from a what would it take for us to be number one we assume the goal outcome and the

[8:00] YouTube https://youtu.be/FMzKk73iUhw?t=473 || How To Get Customers So Fast It Feels ILLEGAL
8 minutes crazy thing about this question is that you might be 1/ 100th the size of the number one player in the market but it assumes what it would take to be a 100 times bigger and then it gets reverse engineered into the present and so what happens often times when I ask this question is they usually State one or

[8:17] YouTube https://youtu.be/FMzKk73iUhw?t=490 || How To Get Customers So Fast It Feels ILLEGAL
two key big things that would have to happen for the business to be number one and then I ask what would it cost for us to do that do we have the resources in order to make that happen and more times than not we actually have the resources to make that happen then the next actual question is then why are we not putting every one of the resources we have right now towards making that come true rather than just continuing on the path that

[8:43] YouTube https://youtu.be/FMzKk73iUhw?t=516 || How To Get Customers So Fast It Feels ILLEGAL
we're on and so this is an order of magnitude increase in terms of business growth and ultimately what generates the most leads and customers and so when I ask myself this question years ago it was what would it take for me to be the number one business Channel right what 9 minutes would it take for that to happen the question beyond that was what would it take for us to be able to have one of the best investment firms in the world and I was like well I would have to have

[9:08] YouTube https://youtu.be/FMzKk73iUhw?t=541 || How To Get Customers So Fast It Feels ILLEGAL
many many many more years of experience it's like I don't know if I can do that I can't make time happen faster so then I followed with okay so for me to be the best investor then what I would want is the most deal flow so what are the different ways of creating deal flow one of them is you can just go to broker networks so you go to investment bankers

[9:24] YouTube https://youtu.be/FMzKk73iUhw?t=557 || How To Get Customers So Fast It Feels ILLEGAL
you get them to send you deals and then you bid on those deals but if I want to be the best investor in the world then I need deals that only come to me and so I was like okay well thankfully I'm pretty good at marketing and so I was like why don't I like what would what would have to be true for me to get lots of inbound

[9:39] YouTube https://youtu.be/FMzKk73iUhw?t=572 || How To Get Customers So Fast It Feels ILLEGAL
deal flow I was like okay well probably building a massive brand around business and so then the the question was how do I build the number one brand business online and so it's the series of questions that I asked and then it was okay well I should probably start making content around this and I should probably write a book or something that would do really well that is in the business space that business owners

[10:03] YouTube https://youtu.be/FMzKk73iUhw?t=596 || How To Get Customers So Fast It Feels ILLEGAL
would read and then think wow this guy knows what he's talking about and so by doing those things by publishing the books by making the content consistently and the moment I realized that that was what it would take I basically put all of my resources towards doing that despite the fact that in the moment it basically meant nothing it meant that I

[10:19] YouTube https://youtu.be/FMzKk73iUhw?t=612 || How To Get Customers So Fast It Feels ILLEGAL
had to go write a book it meant that I had to start making content but I did all of those things because I thought for me to be number one I need to have proprietary deal flow for me to have proprietary deal flow I need to have a big big business brand for me to have a big business brand I need to make more content that's better than everybody else and so that's what I'll start doing now and that's where I'll allocate my

[10:36] YouTube https://youtu.be/FMzKk73iUhw?t=629 || How To Get Customers So Fast It Feels ILLEGAL
resources even though I could have done a lot of different things that was the one that I felt at the time would give me the most leverage and so far it has worked out but asking that type of question you don't get to that type of solution unless you ask the what would it take to be number one and then sometimes the answer surprise you

[10:51] YouTube https://youtu.be/FMzKk73iUhw?t=644 || How To Get Customers So Fast It Feels ILLEGAL
because you do have the resources to do it you just haven't yet and the reason this question is so powerful is actually from Step schwarzman so in in his book or his autobiography I think it's what it takes I think it's what it's called he has this really amazing uh opening couple of chapters and he talks about

[11:07] YouTube https://youtu.be/FMzKk73iUhw?t=660 || How To Get Customers So Fast It Feels ILLEGAL
this idea of thinking big and he says building a really big business is hard building a small business is hard so basically it's just about as hard to do anything because hard is a constant so you might as well go after something really big with the equivalent amounts of hardness now we can get into difficulty levels or whatever but basically the upside of the incremental

[11:29] YouTube https://youtu.be/FMzKk73iUhw?t=682 || How To Get Customers So Fast It Feels ILLEGAL
inre in hardness is outsized and so if you want to build a really successful restaurant it's going to take you a really long time if the man it's lots of people and and it's it's a tough business and if you want to build one of the top software companies in the world it's also going to take a long time and be really hard but one of those could get you into the many billions and one of them will probably cap at a million dollars or $2 million a

[11:51] YouTube https://youtu.be/FMzKk73iUhw?t=704 || How To Get Customers So Fast It Feels ILLEGAL
year and so in thinking about that both of them require the same internal resources from you but very different external resources and so it's like you might as well solve for the biggest thing and this is about resourcefulness not resources if we wanted to be number one in the market part of having propri

[12:07] YouTube https://youtu.be/FMzKk73iUhw?t=720 || How To Get Customers So Fast It Feels ILLEGAL
to De flow comes with two big advantages and this works the same if you're selling customers the same idea selling a vacuum but there's there's two different ways that you can sell in a vacuum and the reason selling a vacuum is so important is because when you sell in a vacuum you no longer have to compete on price or in my instance terms

[12:23] YouTube https://youtu.be/FMzKk73iUhw?t=736 || How To Get Customers So Fast It Feels ILLEGAL
and so the first is you sell where no one else is selling so that's you find the little Pond where there are no other fishermen and then you fish there and you get all the fish you want the second way is to sell something that no one else sells and so one is a where thing and the other is a what thing so either you create something

[12:46] YouTube https://youtu.be/FMzKk73iUhw?t=759 || How To Get Customers So Fast It Feels ILLEGAL
unique that you have some sort of feature or service that no one else can do because you have some sort of technological advantage fundamentally this is what Elon does in every one of his businesses he's happy to go where it's super competitive but he just sells something that no one else can sell and then he can command a premium price for

[13:00] YouTube https://youtu.be/FMzKk73iUhw?t=773 || How To Get Customers So Fast It Feels ILLEGAL
13 minutes it the alternative is to be good at providing value at scale to people so you get inbound demand and then at that point they're not choosing between you and six other people they're saying I'm either working with you or I'm not doing it all right this next one is huge which is pre is greater than post or uh an ounce of pre is worth a pound of post

[13:24] YouTube https://youtu.be/FMzKk73iUhw?t=797 || How To Get Customers So Fast It Feels ILLEGAL
all right so as I've advertised in many different ways and many different channels for different Industries I have seen this consistently be reinforced for me what happens for most people is they forget to advertise and then they try and play catchup and they hop in front of the camera they sit in front of the computer and they start typing things out and then they hit post they hit submit they run the ad they they post content this then gets propagated as the

[13:49] YouTube https://youtu.be/FMzKk73iUhw?t=822 || How To Get Customers So Fast It Feels ILLEGAL
process and so they hire more people and then they more or less do the same thing and then when the stuff sucks they say we'll fix it in post but the problem is is that post has very low leverage and very high cost whereas pre has incredibly High leverage and very low cost but it just takes more mental work so let me break this down an idea for a video for example has tremendous

[14:12] YouTube https://youtu.be/FMzKk73iUhw?t=845 || How To Get Customers So Fast It Feels ILLEGAL
leverage more leverage than just about everything else if there is a video concept that more people would click and watch to see that idea itself even poorly executed will get an order of magnitude greater amounts of people to watch the content or watch the ad than otherwise and so putting more time into pre is the highest leverage activity

[14:36] YouTube https://youtu.be/FMzKk73iUhw?t=869 || How To Get Customers So Fast It Feels ILLEGAL
that you can do and so more of my time now when I make ads for example for school I will spend on the pre-production that will be looking at past ads that performed well looking at the hooks that continue to to do well making sure that we have some props and things like that that we can use as visual aids and then when we actually do the recording it's very short and the the post- production because all of the

[15:00] YouTube https://youtu.be/FMzKk73iUhw?t=893 || How To Get Customers So Fast It Feels ILLEGAL
15 minutes work is already in the video there's very little that must be done afterwards and so what happens is the rate of progress and output increases to use a a big word tremendously and so the only reason for post- production especially in education is to enhance comprehension meaning to make it easier for people to get what the video is about and this is different

[15:27] YouTube https://youtu.be/FMzKk73iUhw?t=920 || How To Get Customers So Fast It Feels ILLEGAL
than an entertainment where a lot of the emphasis on post but for the vast majority of businesses their advertising and marketing comes down to educating the customer or potential customer and if education is the type of advertising you do which is what most businesses do then you need to put more into do people find this interesting can I make it

[15:49] YouTube https://youtu.be/FMzKk73iUhw?t=942 || How To Get Customers So Fast It Feels ILLEGAL
simple rather than I'm just going to hit record and see what happens yeah and the thing that shifted my perspective on This was um I think it's called calculus Walla but it's this Indian Channel where there's a guy who's like 20 million subscribers and he teaches like physics Walla and like calculus and

[16:05] YouTube https://youtu.be/FMzKk73iUhw?t=958 || How To Get Customers So Fast It Feels ILLEGAL
these different classes and his videos get like 10 20 million views just like crazy crazy numbers and it's just a dude in a whiteboard and when I saw that I was like I am I am missing the boat here like I am doing it all wrong and so we have consistently stripped back more and more of this postproduction put more and more of it into pre so this video for example like I have notes rather than

[16:29] YouTube https://youtu.be/FMzKk73iUhw?t=982 || How To Get Customers So Fast It Feels ILLEGAL
than uh just kind of like winging it and then having the team just like cut everything that was not as good out right instead it's like okay let me be more purposeful about the points that I want to hit make sure that they actually make sense in sequence so that afterwards they don't have to reorder the video and then cut out this thing

[16:44] YouTube https://youtu.be/FMzKk73iUhw?t=997 || How To Get Customers So Fast It Feels ILLEGAL
and then say hey could you resay this part it was unclear it's like I have examples I have clear language that I've already thought about ahead of time so that I can ultimately make a better video for you and also an easier video for my team to be able to produce so that we can make more faster adding

[17:00] YouTube https://youtu.be/FMzKk73iUhw?t=1013 || How To Get Customers So Fast It Feels ILLEGAL
17 minutes razzled Dazzle and whizbangs is not going to make a video more educational so this next one is a really high leverage concept which I overheard this for the first time from a marketer named Perry Belcher and it was I don't think you even use this term but need to believes all right and so need to believes are basically like you want the Fest amount of need to believes for a

[17:23] YouTube https://youtu.be/FMzKk73iUhw?t=1036 || How To Get Customers So Fast It Feels ILLEGAL
customer to make a purchasing decision and so I'll give you a bad example of a business that I had then I'll give you a good example so with Prestige Labs one of the difficulties that I had was that I had to convince someone of two things I had to convince gym owners that they should sell supplements not all gym owners want to sell supplements some gym owners are

[17:40] YouTube https://youtu.be/FMzKk73iUhw?t=1053 || How To Get Customers So Fast It Feels ILLEGAL
against supplements but I had to convince them that selling supplements was not a bad thing then I had a second thing that I had to convince them of which is that Prestige Labs was a suppl company that they should use and so I had two need to beliefs and so it made it a very difficult sale uh to get someone because it was just too much basically education in Too Short a

[17:58] YouTube https://youtu.be/FMzKk73iUhw?t=1071 || How To Get Customers So Fast It Feels ILLEGAL
period of time now over the Long Haul could you do something like that yes knowing what I know now I'd probably have a multi-layered campaign one that basically gets the first big decision and then a second kind of campaign later for warmer audience kind of like middle of funnel that would then convert people

[18:12] YouTube https://youtu.be/FMzKk73iUhw?t=1085 || How To Get Customers So Fast It Feels ILLEGAL
into specifically Prestige Labs uh Affiliates or sellers retailers but that's a lot of work and you're definitely not going to make sales quickly an alternative to that is that if you look at most of the uh like real estate investment space right so anybody who who has funds who who invest in real estate who flip real estate who help people flip real estate find their first properties whatever there's this need to

[18:36] YouTube https://youtu.be/FMzKk73iUhw?t=1109 || How To Get Customers So Fast It Feels ILLEGAL
believe that doesn't really exist that real estate helps people make money most people generally agree that real estate is an asset class many people have made money in real estate and so there's just not a lot that has to be believed for someone to say okay well you are good at real estate I will buy your thing to

[18:52] YouTube https://youtu.be/FMzKk73iUhw?t=1125 || How To Get Customers So Fast It Feels ILLEGAL
help me could get at real estate and by buying it it means either I I I give money to your fund and then you do it on my behalf or you you you help me Source 19 minutes deals or whatever it is right and when we think about like the ultimate business opportunity of all time which I think is Amazon Amazon itself fundamentally had

[19:09] YouTube https://youtu.be/FMzKk73iUhw?t=1142 || How To Get Customers So Fast It Feels ILLEGAL
the proposition to anybody who wanted to sell anything all you have to do is upload your product onto our site and you can make money there's almost no like you don't need to know how to Market you don't need to know how to sell you don't need to handle customer service or customer support they took away every conceivable reason for someone that they would have to believe in order to be successful they were like

[19:32] YouTube https://youtu.be/FMzKk73iUhw?t=1165 || How To Get Customers So Fast It Feels ILLEGAL
you just need to follow this tutorial and then just upload your product like that's it and so as a result Amazon has made a tremendous amount of money and so the only real need to believe is that someone else might buy my product on Amazon and so people believe that and then they buy so it's like they barely even have a need to believe it's like a half belie right and so when I think about products and offers I think what $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com

[19:57] YouTube https://youtu.be/FMzKk73iUhw?t=1190 || How To Get Customers So Fast It Feels ILLEGAL
must a customer believe in in order to make this purchase and do I have multiple humps or Hills that I have to get over and ideally I want to reposition or repackage the product and offer in such a way that there's either no beliefs they have to believe or only one and so if you're struggling to get

[20:13] YouTube https://youtu.be/FMzKk73iUhw?t=1206 || How To Get Customers So Fast It Feels ILLEGAL
more customers and you want to get crazy amounts of customers quickly you want to limit the amount of things that they need to learn or need to believe in order to buy and the reason that giving away tons of free stuff like I mentioned at the very beginning is powerful is that it will basically move more people from H someone who needs more

[20:30] YouTube https://youtu.be/FMzKk73iUhw?t=1223 || How To Get Customers So Fast It Feels ILLEGAL
information to someone who needs less information and so fundamentally this is what branding is on a large scale is that you're educating a large percentage of the audience and conquering some of the need to believes before they make the purchase if you try to go Cradle to grave in one move you will usually sell a smaller percentage of the marketplace unless you have figured out how to make

[20:46] YouTube https://youtu.be/FMzKk73iUhw?t=1239 || How To Get Customers So Fast It Feels ILLEGAL
that 6inch putt a 6-inch putt for everyone like Amazon has same thing with Uber it's like would you have to believe in order to make money on Uber you just have to be able to download an app you know upload your drivers license not have DUIs or whatever the requirements are and you have to have a car and so as long as you believe that when your phone

[21:03] YouTube https://youtu.be/FMzKk73iUhw?t=1256 || How To Get Customers So Fast It Feels ILLEGAL
dings you will get paid it's not it's not a huge hill that you have to get over in order to make money this next one is nasty so I am a big fan of split testing right and you've probably seen it with my thumbnails on you know these YouTube videos um because fundamentally why would you not want to get more for what you put in you take all this time to to to put together some notes think about examples you know make sure that

[21:27] YouTube https://youtu.be/FMzKk73iUhw?t=1280 || How To Get Customers So Fast It Feels ILLEGAL
it's easy to understand you know put together a thumbnail it's like why would we not just like test the thumbnail image when we could have two things and one of the thumbnails could like 3x the views on the video like that's a high leverage activity and So within the business that you have in terms of

[21:42] YouTube https://youtu.be/FMzKk73iUhw?t=1295 || How To Get Customers So Fast It Feels ILLEGAL
getting more customers I am all about thinking in terms of orders of magnitude but when you can get 10 20 30% boost and you can do it in three or four parts of the funnel you can double or triple the amount that you're getting from what you're already doing and when that happens your profit will increase

[21:57] YouTube https://youtu.be/FMzKk73iUhw?t=1310 || How To Get Customers So Fast It Feels ILLEGAL
disproportionately to your Revenue so if you double revenue and you keep your cost the same you could very well three or fourx profit because that additional Revenue might not have nearly the cost of the first set of Revenue that you had to incur with your fixed costs I want to rank for you the most important split

[22:13] YouTube https://youtu.be/FMzKk73iUhw?t=1326 || How To Get Customers So Fast It Feels ILLEGAL
tests that I do with a business the first is going to be offers all right that's the big obvious thing like what's the thing that you're giving away or that you're giving them the second is going to be the packaging which is going to be the headlines and sub headlines the Third third is going to be the

[22:29] YouTube https://youtu.be/FMzKk73iUhw?t=1342 || How To Get Customers So Fast It Feels ILLEGAL
images Associated all right with that headline and that packaging now the fourth one and this one's really the biggest split test winners I've had have come from one and four now the reason four is fourth is because it's actually really hard to do but the biggest personal gains that I've had have come from this which is third-party Integrations you're like

[22:55] YouTube https://youtu.be/FMzKk73iUhw?t=1368 || How To Get Customers So Fast It Feels ILLEGAL
what does that even mean well a lot of businesses use other technology you have a software stack you have you know uh you have a CRM you have auler you have a form a form thing uh on your on your site like all of these different pieces typically exist but what those third-party apps and tools don't typically report on is what the conversion rate is of their ux or their

[23:19] YouTube https://youtu.be/FMzKk73iUhw?t=1392 || How To Get Customers So Fast It Feels ILLEGAL
user experience and so I have found some unbelievable unlocks some of the biggest absolute split test winners have come from just saying like oh we're not going to use this software to capture this stuff we're going to use this software and even though the Aesthetics were basically the same outside of the third party integration I have had this happen four times in my career where this test

[23:42] YouTube https://youtu.be/FMzKk73iUhw?t=1415 || How To Get Customers So Fast It Feels ILLEGAL
was like a company explosion in terms of increase in sales and profit like really big the reason most people don't do this though is that it's hard so if you have to split this different tools it's like okay well we got some customers here in this system we some customers here it's kind kind of messy but it's one of the most valuable things you can do and what's interesting to me is that almost no third party provider ever reports on

[24:06] YouTube https://youtu.be/FMzKk73iUhw?t=1439 || How To Get Customers So Fast It Feels ILLEGAL
conversion rate data because honestly how could they because everybody's different but by having that and testing it for yourself you'll see some of the biggest gains that you've ever had one of the cool things with all of these is that when you implement these things you get permanent lifts for the most part so

[24:22] YouTube https://youtu.be/FMzKk73iUhw?t=1455 || How To Get Customers So Fast It Feels ILLEGAL
meaning like if you change the offer and then everything crushes it's like great that's the offer if you change the headline you find out that's the headline and it's like cool like this just keeps converting for us so it's like it's onetime effort for ongoing gains and like those are my favorite types of things to do in the world like you know build once sell a thousand

[24:38] YouTube https://youtu.be/FMzKk73iUhw?t=1471 || How To Get Customers So Fast It Feels ILLEGAL
times like those that I mean fundamentally like a book same idea you write a book once it's a lot of effort once but then after that you can just keep selling the book over and over and over over again and same thing when you give away free free products it's like you build it once and then that can get you unlimited amounts of leads last week

[24:52] YouTube https://youtu.be/FMzKk73iUhw?t=1485 || How To Get Customers So Fast It Feels ILLEGAL
for Black Friday I um spent 200 plus hours not on that day but leading up to it come up with a scaling road map uh 25 minutes basically taking a company from 0 to 100 million it's 14 hours that breaks 10 stages of growth for any company and it divides it across eight different functions of the business so Marketing sales customer success product it HR

[25:15] YouTube https://youtu.be/FMzKk73iUhw?t=1508 || How To Get Customers So Fast It Feels ILLEGAL
recruiting finance and so all of the functions of the business what the problem that you're dealing with right now and what you need to do to graduate that whole thing took me a really long time to put together but now that it's there and everyone can just like fill bill out questions and get a personalized solution for them and it's free and it's better than other people

[25:33] YouTube https://youtu.be/FMzKk73iUhw?t=1526 || How To Get Customers So Fast It Feels ILLEGAL
charge for then that can just consistently get more businesses into my world so the next big way of getting customers so fast it should feel legal is spend more waight that's not what it is it's be able to spend more so let me explain the difference so spending more is just cool you increase your budget sure and that can work but most businesses like if you ask businesses

[25:59] YouTube https://youtu.be/FMzKk73iUhw?t=1552 || How To Get Customers So Fast It Feels ILLEGAL
why they fail so they they do surveys in the Census Bureau and I think the number one reason that small businesses say that they can't succeed is because they have a lack of customers they have a lack of leads they have a lack of demand and the reality most of the time is not that they have a lack of leads but that

[26:15] YouTube https://youtu.be/FMzKk73iUhw?t=1568 || How To Get Customers So Fast It Feels ILLEGAL
they don't have a good enough business to be able to afford them and so this is where you have to solve the business from back to front and so there was a company um not that long ago that that uh that came out here to the headquarters and they're like we need help scaling and I said so what do you think your constraint is and their constraint was leads cost too much by the way leads costing too much is rarely

[26:38] YouTube https://youtu.be/FMzKk73iUhw?t=1591 || How To Get Customers So Fast It Feels ILLEGAL
ever an issue the issue is usually that you don't make enough money per customer and here's a fun factoid for you that I can share I look at a lot of different companies every single day and that's because we sift through deals and we look for patterns between markets and so right now for example I'm really interested in the metpa space and I would really like to get into into a chain there so if you are metpa owner and you have you know call it fiveish

[27:02] YouTube https://youtu.be/FMzKk73iUhw?t=1615 || How To Get Customers So Fast It Feels ILLEGAL
million in EAA hit us up anyways one of the things that's not unique between different met spot chains is their cost to acquire customers so the range of the cost of getting people in the door is usually actually not that different so the benchmarks are usually maybe 1X 2x of one another not huge but where the

[27:20] YouTube https://youtu.be/FMzKk73iUhw?t=1633 || How To Get Customers So Fast It Feels ILLEGAL
major differences that exist between change in terms of their success is their LTV which is how much customers are worth to that business over the long term and this is usually where the rich get richer this is why the biggest companies in the world are the biggest companies in the world Starbucks has a

[27:36] YouTube https://youtu.be/FMzKk73iUhw?t=1649 || How To Get Customers So Fast It Feels ILLEGAL
$14,000 LTV now for Starbucks to acquire a coffee customer is probably not going to cost that much more if anything they're probably wildly inefficient because there's this m massive corporate Behemoth right compared to the local coffee shot down the street but if they're going to head-to-head from an

[27:51] YouTube https://youtu.be/FMzKk73iUhw?t=1664 || How To Get Customers So Fast It Feels ILLEGAL
actual per dollar per customer basis usually the small local guy should be able to out compete the big National Guy where the big National guy gets them is that they've got 40 or 50 years of 28 minutes optimizing lifetime value per customer so they know every single thing that gets customers to come back what gets them addicted what types of products on

[28:08] YouTube https://youtu.be/FMzKk73iUhw?t=1681 || How To Get Customers So Fast It Feels ILLEGAL
what seasons what you know what pumps of flavors to give what options to provide which ones to cut they know all of these things and that is how they out compete and so right now if your cost to acquire customer is about the same as your industry which by the way you can totally just Google this it's not that

[28:25] YouTube https://youtu.be/FMzKk73iUhw?t=1698 || How To Get Customers So Fast It Feels ILLEGAL
hard you just say like uh average cost cost customer insert industry right and you can find it very quickly in a couple Google searches that will then tell you oh maybe I'm not that far off oh my business is broken and so this often happens a lot too where a small business owner will be like those guys overcharge

[28:41] YouTube https://youtu.be/FMzKk73iUhw?t=1714 || How To Get Customers So Fast It Feels ILLEGAL
I'm going to come into the market and charge less it's like well there's a reason that they charge more and why they're bigger than you because they make more money so they can charge more because they've already figured this out and so in my opinion the ability to spend more is LTV and LTV is the arms race of advertising

[28:58] YouTube https://youtu.be/FMzKk73iUhw?t=1731 || How To Get Customers So Fast It Feels ILLEGAL
and if you can spend more than anyone else can you can Outlast them because here's a fact that will make a lot of you uncomfortable advertising only becomes more expensive over time the cost to get a customer literally only goes up the cost of Impressions cost of eyeballs only goes up over time and so you need to have a force in your business that also concurrently goes up

[29:21] YouTube https://youtu.be/FMzKk73iUhw?t=1754 || How To Get Customers So Fast It Feels ILLEGAL
over time which is your LTV customers should continue to pay for the services from you continue to buy your products and you should be continually expanding LTV so that as you go to colder and colder markets on more and more expensive media channels that you can continue to outspend and earn a profit

[29:38] YouTube https://youtu.be/FMzKk73iUhw?t=1771 || How To Get Customers So Fast It Feels ILLEGAL
and you might be wondering why doesn't anyone do this well it's usually an entirely different skill set and there's usually fear associated with the actions that most strongly increase LTV so changing or raising prices something that most business owners are terrified of it's one of the strongest levers on

[29:54] YouTube https://youtu.be/FMzKk73iUhw?t=1787 || How To Get Customers So Fast It Feels ILLEGAL
lifetime value and yet no one does it and so they instead are like how can I get you cheaper leads because they had this one campaign this one time that kind of worked and then they're like I wish it was like that time it's kind of like their heroin addicts where like the first time they're you know they're chasing the first high and everyone every marketing campaign after that uh they're trying to get lead cost to that

[30:10] YouTube https://youtu.be/FMzKk73iUhw?t=1803 || How To Get Customers So Fast It Feels ILLEGAL
low it's never going to happen again just get over it the first time you send any kind of AD in a new market or you've got a new offer it's always going to do the best that's not going to be your your stabilization point it's going to get worse and so you have to build the business to accommodate that rather than stomp your feet and wish that leads were

[30:26] YouTube https://youtu.be/FMzKk73iUhw?t=1819 || How To Get Customers So Fast It Feels ILLEGAL
cheaper oh yeah man I love this one all right so affiliate models that work all right so we're talking about getting customers Stupid Fast all right one of the highest leverage things you can do is go to somebody who's already spent years developing your audience and then just ask to be promoted in front of it now there's a number of ways of doing this of course you can go for the Mega influencers and things like that the way

[30:51] YouTube https://youtu.be/FMzKk73iUhw?t=1844 || How To Get Customers So Fast It Feels ILLEGAL
that I have built every affiliate business that I have run has been not going after the Super Affiliates but instead trying to AG at many smaller 31 minutes businesses or nodes of new Revenue so there is a business right now that already has all the customers that you want and they don't have your product

[31:08] YouTube https://youtu.be/FMzKk73iUhw?t=1861 || How To Get Customers So Fast It Feels ILLEGAL
and you would both benefit from collaborating rather than competing and so here's the issue if I were to get on stage in front of a thousand business owners and say raise your hand if you have a deal where if someone refers you a customer you give them 20% half the remov raise their hand they'd be like oh yeah I do that and be like okay everybody is raising your hands why don't you go refer a customer to one

[31:31] YouTube https://youtu.be/FMzKk73iUhw?t=1884 || How To Get Customers So Fast It Feels ILLEGAL
another and then the hands go down because no one cares no one's going to say okay I spent all this effort all this time to build trust advertise sell create a relationship and I'm just going to hand them to you for 20% of your ticket what do I care right I'd rather just not even introduce the variable just keep living my life and so if you really want Affiliates to work you have to make it so good that it hurts all

[31:55] YouTube https://youtu.be/FMzKk73iUhw?t=1908 || How To Get Customers So Fast It Feels ILLEGAL
right and when I say that I mean you got to give the affiliate so much that you're like man they're going to make a killing on this and this is how I like to do it so let's say that you've got a product all right that has uh let's see if this drawing will actually work out I don't know this is why I draw on an iPad normally okay so let's say that we've got your

[32:17] YouTube https://youtu.be/FMzKk73iUhw?t=1930 || How To Get Customers So Fast It Feels ILLEGAL
product and you've got kind of four components to it right I guess this is more than four is it four no it's eight whatever you get the idea all right and you sell this thing for whatever $1,000 okay so what we want to do is we're going to say we want to take this corner and we're going to peel this thing off all right so this is just going to be a little side project that we have here just pretend that's a cube

[32:42] YouTube https://youtu.be/FMzKk73iUhw?t=1955 || How To Get Customers So Fast It Feels ILLEGAL
this is still a and instead of saying hey man I'll give you 20% give them 20% of your product and give them 100% here what I'm saying if I were a masseuse and what are all the things that I do okay I might do sports massage I might I might have the the the lotions and the oils I might do the the hot stone thing right or I might

[33:06] YouTube https://youtu.be/FMzKk73iUhw?t=1979 || How To Get Customers So Fast It Feels ILLEGAL
be selling you know 10 10 Massage packages or 20 Massage packages whatever I would go to a business owner and instead of saying hey I'll give you 20% uh if you send me somebody who gets a massage I would say hey man um why don't you sell all your customers three massages and you can sell it for whatever you want from me you can keep all the

[33:31] YouTube https://youtu.be/FMzKk73iUhw?t=2004 || How To Get Customers So Fast It Feels ILLEGAL
money oh wait so this is like a well how much can I charge whatever you want but it's got to be at least this so that minimum is whatever your price is because you don't want to get cheap customers in so let's say that your price is uh is $100 so you say you have to be able to sell uh those three massages for at least 300 you can sell for 500 you can sell for 300 you'll keep the whole 300 I just need to make sure the Price Is Right so it's the right

[33:54] YouTube https://youtu.be/FMzKk73iUhw?t=2027 || How To Get Customers So Fast It Feels ILLEGAL
people so let's say these guys are like oh my God these guys are nuts I'm gonna sell these three Massage packages for $500 and I'm gonna keep all of it you know what I would think to myself what's my cost so the cost of a massage let's say that you uh you you you pay your your your massage maybe it's you right let's say you pay $30 per massage and hard cost in terms of Labor

[34:16] YouTube https://youtu.be/FMzKk73iUhw?t=2049 || How To Get Customers So Fast It Feels ILLEGAL
okay so would I pay $90 to get somebody to do three sessions with me that paid $500 for those three sessions well that sounds like an incredibly qualified lead to me and not only is it $90 it's $90 in no other work I'm not making ads I'm not running them and buying media I'm not building landing pages I'm not working

[34:41] YouTube https://youtu.be/FMzKk73iUhw?t=2074 || How To Get Customers So Fast It Feels ILLEGAL
leads calling them sending them I don't have any of that they already paid they're going to show and so all I have to do is just have an easy handoff where they can just schedule them onto my calendar and then they've already paid so the likel they show is fine and the rest of it's automated when that happens

[34:56] YouTube https://youtu.be/FMzKk73iUhw?t=2089 || How To Get Customers So Fast It Feels ILLEGAL
and then you make this offer hey man and you do that to a 100 businesses there's a lot of businesses who are like oh I'm down to sell something for $500 and do no work and there's something mental about you don't split it with me just take all the money it's a very different vibe and so what ends up happening is they either use it as an upsell

[35:18] YouTube https://youtu.be/FMzKk73iUhw?t=2111 || How To Get Customers So Fast It Feels ILLEGAL
or they include it in their $1,000 thing and they put your thing in and they charge the th000 and give them the three massages you don't care either way you have a $90 cost of getting somebody who spent a lot of money and is perfectly qualified for whatever your next thing is and so then you just do the math and say okay well I know that I convert one out of three of these people one of

[35:43] YouTube https://youtu.be/FMzKk73iUhw?t=2136 || How To Get Customers So Fast It Feels ILLEGAL
three into my $2,000 thing which means that my cost to get a customer here would be 3 * 90 which is $270 so would I pay $270 to get $2,000 hell yeah I would and without any of the 36 minutes work of course and this is how you build an affiliate model that gets you customers Stupid Fast and gets you Affiliates who are trying to fill up

[36:09] YouTube https://youtu.be/FMzKk73iUhw?t=2162 || How To Get Customers So Fast It Feels ILLEGAL
your calendars because it actually makes sense for them now so if you're going to have Affiliates do it like you mean it it has to be incentivizing enough to change their behavior or it's useless it's kind of like these these uh these you know coupon codes that I see people give out to like influencers it's like

[36:25] YouTube https://youtu.be/FMzKk73iUhw?t=2178 || How To Get Customers So Fast It Feels ILLEGAL
10% off it's like who cares like it like either I'm going to buy the jacket or I'm not 10% is probably not going to move the needle for me at all now for me discounts have to be 50% or higher for in my opinion for a real change in Behavior we get a massive increase in demand and so I don't want to take that off my main thing I want to peel my main thing and then give 100% of that and so this next

[36:49] YouTube https://youtu.be/FMzKk73iUhw?t=2202 || How To Get Customers So Fast It Feels ILLEGAL
one is truth and you're like what is that even mean how is this going to get me customers really fast well well lies will certainly get you customers pretty quickly but it also ruin your reputation so you want truth to be your greatest Ally not your greatest liability because I will tell you a secret about advertising nothing sells like the truth and so one people talk about being

[37:12] YouTube https://youtu.be/FMzKk73iUhw?t=2225 || How To Get Customers So Fast It Feels ILLEGAL
authentic well if you want your advertising to be authentic just say what's true and what's interesting is that a lot of people won't tell the truth about the things that actually could help them so like if you're a small business and you're getting started say so if you um if you don't have a huge amount of capacity because you're small say so not having a lot of capacity increases scarcity it means that there's fewer

[37:36] YouTube https://youtu.be/FMzKk73iUhw?t=2249 || How To Get Customers So Fast It Feels ILLEGAL
slots available not having a lot of capacity indicates that there's probably a high level of personalization and Personal Touch being a small business for many people is a pro there aren't as many people are like buy big corporate buy big corporate no people are like Buy Local Buy small business right they support small business and so like a lot

[37:52] YouTube https://youtu.be/FMzKk73iUhw?t=2265 || How To Get Customers So Fast It Feels ILLEGAL
of what people think are negatives are actually things that make their offer or their business more compelling 38 minutes especially to the Right audience and so you want to arm yourself with truth and think about how many different things are true and if you want to get really nasty with it you want to tell the truth that also isn't as exciting upfront so

[38:16] YouTube https://youtu.be/FMzKk73iUhw?t=2289 || How To Get Customers So Fast It Feels ILLEGAL
that when you sell your second piece of Truth they will then believe you that much more so I'll give you an example so I remember we had a a location that had bad parking and so we would say stuff like listen we have you know we don't have the biggest parking lot or we're not the biggest gym in the neighborhood you know we don't have more equipment than the guys down the street but you know what when you walk in this store

[38:39] YouTube https://youtu.be/FMzKk73iUhw?t=2312 || How To Get Customers So Fast It Feels ILLEGAL
you're going to forget about all of that because you're going to have so much fun you're not even going to care because this is a damaging admission it's X bad thing here I'll show you the equation for this I'll show you the formula for this so it's bad bab bad but good so but is an amplifier for this

[39:08] YouTube https://youtu.be/FMzKk73iUhw?t=2341 || How To Get Customers So Fast It Feels ILLEGAL
word so if I said I have an incredibly short temper I am impatient and I don't shower very much but I will be able to now you want this to be relevant to the damaging admissions so but I make you laugh but I will make you laugh your ass off all night for the price of a couple beers if you say that those negatives

[39:38] YouTube https://youtu.be/FMzKk73iUhw?t=2371 || How To Get Customers So Fast It Feels ILLEGAL
then are diminished and the good thing is Amplified and so if you know that you're going to tell the truth and that people are going to find out about this anyways you might as well be the one who controls the narrative and you can frame it in a way that that bad truth helps amplify your good truth obviously come from the the fitness space and so the examples that I think of um are there

[40:02] YouTube https://youtu.be/FMzKk73iUhw?t=2395 || How To Get Customers So Fast It Feels ILLEGAL
which is sometimes you know like a one of the gym owners was not like super in shape they'd be like hey I'm not the most in shaped guy but we have more fun at our gym and people get great results even though I like donuts a lot still and so what happens is people are like man this guy's so authentic and if you

[40:19] YouTube https://youtu.be/FMzKk73iUhw?t=2412 || How To Get Customers So Fast It Feels ILLEGAL
don't say it they're going to think it so you might as well account for it up front answer the why should I listen to you or what about about this big flaring problem that I can obviously see you want to control the narrative and make that thing into a weapon for you make it into an asset that serves your purpose

[40:37] YouTube https://youtu.be/FMzKk73iUhw?t=2430 || How To Get Customers So Fast It Feels ILLEGAL
rather than something that cast doubt in the prospect because if you claim it they they like I don't know why this works this way but it's kind of like Eminem when he when he said all the negative things in 8 Mile that anyone else could say about him so no one else could say anything bad it's like if you claim them then people can't hold it

[40:52] YouTube https://youtu.be/FMzKk73iUhw?t=2445 || How To Get Customers So Fast It Feels ILLEGAL
against you and the hardest thing in all of marketing is getting someone to believe you and so everything that you 41 minutes can do to increase trust is one of the best investments you can make in an advertising campaign in general and ultimately in building a brand the truth isn't just a good strategy it's the only long-term strategy and it just takes people a different amount of time to realize it

[41:16] YouTube https://youtu.be/FMzKk73iUhw?t=2469 || How To Get Customers So Fast It Feels ILLEGAL
and once you've activated Affiliates once you've given away crazy amounts of stuff for free once you've doubled down on the right people who are high leverage in the position once you've made the truth your Ally and you put your negatives out in the marketing so that people believe the good stuff that you say and you focused on doing more

[41:32] YouTube https://youtu.be/FMzKk73iUhw?t=2485 || How To Get Customers So Fast It Feels ILLEGAL
and doing better you're going to start getting more customers than you can handle and at that point you're going to want to have a playbook for making so much money that it should feel illegal and if that's you watch the next video


VIDEO
TITLE: Social Media Is Dead. Interest Media Is Here
URL: https://youtu.be/FpQ41avuWCI
PRIMARY_TOPIC: content
TOPICS: content, content, leads, niche

[0:00] YouTube https://youtu.be/FpQ41avuWCI?t=0 || Social Media Is Dead. Interest Media Is Here
Some of you guys may have heard this and it's a concept of social media is now turning into interest media. Okay, so what does this mean? Let's unpack this for a second. So if you make content and you judge it by views, I think that's dumb. And I'll explain why. If you if I make a if I if I have a a

[0:24] YouTube https://youtu.be/FpQ41avuWCI?t=17 || Social Media Is Dead. Interest Media Is Here
grandma in public come and just do a running slap and just slaps me across the face, that video will probably get views. But does it get the grandma views? No. Does it get me any any more people who now believe more in my stuff? No. But what it will do is it will show it to people who are interested in

[0:42] YouTube https://youtu.be/FpQ41avuWCI?t=35 || Social Media Is Dead. Interest Media Is Here
humor, which is a lot of people, right? But those might not be your customers, and they probably aren't. So, assuming you're not an entertainer and you are somebody who's a business person, and if you're if you're in business, whatever business you're at, e-commerce, SAS, services, brickandmortar, doesn't

[0:57] YouTube https://youtu.be/FpQ41avuWCI?t=50 || Social Media Is Dead. Interest Media Is Here
matter. If you sell services to anyone, you're likely going to be an educator, not an entertainer. Meaning, you're you're you're trying to provide value to people to change their behavior in some way. And ideally, changing a behavior that gets them to walk closer to you and buy stuff. Okay. So, what do I mean by

[1:11] YouTube https://youtu.be/FpQ41avuWCI?t=64 || Social Media Is Dead. Interest Media Is Here
social versus interest? If you want to attract the right avatar, make content for that avatar. That sounds so obvious and simple. And the thing is that no one does it because here's the right or downer. The content is the targeting. Like the algorithm is so good now. It knows what you're talking about. It

[1:30] YouTube https://youtu.be/FpQ41avuWCI?t=83 || Social Media Is Dead. Interest Media Is Here
knows it can it can literally judge your your background. It judges what you're wearing. It judges who you are and will display it to the people that they know have a history of watching content that is similar to that that people find valuable. And so if you're making stuff about how to fix pianos because you're a

[1:46] YouTube https://youtu.be/FpQ41avuWCI?t=99 || Social Media Is Dead. Interest Media Is Here
piano repair guy, then you will find people who are trying to fix their pianos, right? Or they're making or maybe they're making a purchasing decision uh relative to pianos and maybe they want to see which ones break the least or whatever. But if you're making that type of content, you might be like,

[1:59] YouTube https://youtu.be/FpQ41avuWCI?t=112 || Social Media Is Dead. Interest Media Is Here
"Man, I'm only getting, you know, a thousand views a video." It's like, yeah, but the market of people who are buying pianos might be significantly smaller than the market of people who just want to be entertained or distracted. So, it's not fair to to compare your views against Mr. Beasts. It doesn't make any sense, right? And

[2:14] YouTube https://youtu.be/FpQ41avuWCI?t=127 || Social Media Is Dead. Interest Media Is Here
so, if I were to think to myself like, I have a room of a thousand people that are going to watch this and all of them are only interested in fixing pianos, that's a hell of an opportunity. And so we have just like wildly dis like uh I don't want to say not tracked, we track views of course, but like I care so much

[2:32] YouTube https://youtu.be/FpQ41avuWCI?t=145 || Social Media Is Dead. Interest Media Is Here
more about IRL responses. So what I mean by that, if I make a video and then I get texts from business owners that I like and that I respect being like, "Yo, that was fire." Then I'm like, "Okay, I'm on the right track." And so some of you guys, let me know in the comments you guys have seen um a format that

[2:48] YouTube https://youtu.be/FpQ41avuWCI?t=161 || Social Media Is Dead. Interest Media Is Here
we've talked about. we call cash cows, but basically it's me, there's a business owner that presents a little bit about their business and they come to this side and we talk about how to like how to improve their business, right? So, let me know in the comments if you like that style. And if you do,

[3:00] YouTube https://youtu.be/FpQ41avuWCI?t=173 || Social Media Is Dead. Interest Media Is Here
let me know if you're a business owner or not. Okay? So, uh like I like that style and I'm not a business owner. I like that style and I am a business owner or I don't like that style and I'm a business owner or I don't like that style and I'm not a business owner. Let me know in the chat. I don't I'm at a

[3:14] YouTube https://youtu.be/FpQ41avuWCI?t=187 || Social Media Is Dead. Interest Media Is Here
delay so I'm going just going to guess what the responses are. Um, but here's the here's here's here's the reality of it. Whenever people are here in person at our headquarters, right, you were like, "That's down your business owner." Okay, great. Yes. Okay. Yes. Exactly. So, if if you are a business owner, when

[3:32] YouTube https://youtu.be/FpQ41avuWCI?t=205 || Social Media Is Dead. Interest Media Is Here
I have people who are here in person, IRL, in real life in Vegas, right, business owners who fly out, I ask I say, "What is your favorite type of content?" Dollars to donuts. That's their favorite type of content. And so, I make more of that. even though and it would make sense like it would make sense that there's fewer of those

[3:50] YouTube https://youtu.be/FpQ41avuWCI?t=223 || Social Media Is Dead. Interest Media Is Here
people, right? Because just think about math. If you've got uh if you got the whole population here, let me I'll show you a little graph on this and you have to like you have to do this math for yourself otherwise you're going to get really frustrated with your content. So let's say that 100% of people like this

[4:06] YouTube https://youtu.be/FpQ41avuWCI?t=239 || Social Media Is Dead. Interest Media Is Here
represents 100% uh let's just use USA because I already know all the numbers for USA. Okay, so let's say this is 100%. All right, you get 100% of people are interested. Okay. Well, right now only 9% of people even own a business. Like 9%. So, right off the bat, I'm going to have a huge percentage of

[4:23] YouTube https://youtu.be/FpQ41avuWCI?t=256 || Social Media Is Dead. Interest Media Is Here
people that aren't my ideal audience. Now, of course, I do have people who are business interested and that's why I'm a co-founder of school and we give people, you know, a way to go uh start a business online in in in a lowcost way, right? Um, which you can do. It's nine bucks a month after a 14-day trial. You

[4:38] YouTube https://youtu.be/FpQ41avuWCI?t=271 || Social Media Is Dead. Interest Media Is Here
guys can check it out and there's a bunch of like training and community and all that good stuff. All right? But you can go school.com I think for hormones. I think it's below this video. Doesn't matter. Point big. 9% is what I'm competing for. Okay. Now there's that means there's about 32 to 33 million uh

[4:55] YouTube https://youtu.be/FpQ41avuWCI?t=288 || Social Media Is Dead. Interest Media Is Here
business owners in the US. Okay. 32 million. That's that's 100% of all business owners. Now within that 95% of that 9% is below $1 million in revenue. 95% So then then I've got 5% of that 9% that are over a million. Now if you want to get if you want to get weird with it, what percent do you think is over 10 million

[5:26] YouTube https://youtu.be/FpQ41avuWCI?t=319 || Social Media Is Dead. Interest Media Is Here
point 4%. One in 250 point 4%. And then a hundred million nine figures is I think one in roughly 3,000 depending on like your data source. one in three,000 businesses gets to 100 million a year. this big and so it would make sense then right that that we've given these numbers right 9% is is 32 million so I

[5:52] YouTube https://youtu.be/FpQ41avuWCI?t=345 || Social Media Is Dead. Interest Media Is Here
know 5% of that is only be a million and a half people there's only a million and a half people who are business owners doing over a million based on the math that they that that this is census bureau data maybe theirs isn't correct but that's the math right and so if we're looking at that's the market then

[6:06] YouTube https://youtu.be/FpQ41avuWCI?t=359 || Social Media Is Dead. Interest Media Is Here
it would make sense that I'm not going to get all 100% of them to watch my video right if I got one and a half million views and 100% of them were business owners that'd be insane Right? And so it would make sense that like if I get 100,000 views on a video that has that's really made for that level

[6:20] YouTube https://youtu.be/FpQ41avuWCI?t=373 || Social Media Is Dead. Interest Media Is Here
business owner that I'm crushing it, right? And it doesn't make sense to look at, you know, Mr. Beast video with 100 million views and be like, "Oh man, I suck." It's like, dude, we're going after we have different we have different games, right? And so I'd encourage you um to to create accurate expectations of the size of the market

[6:37] YouTube https://youtu.be/FpQ41avuWCI?t=390 || Social Media Is Dead. Interest Media Is Here
that you're going after and also think about the translation of these numbers into IRL real life. Because when I started out and I was making YouTube content like I started zero just like everybody else did. And I remember saying like I was like can you believe like can you imagine there's going to be

[6:51] YouTube https://youtu.be/FpQ41avuWCI?t=404 || Social Media Is Dead. Interest Media Is Here
a time where we get 10,000 views on a video. I remember saying this. I was like dude we're going to get 10,000 views in 24 hours. It's going to be sick. And and that was because at that time I was getting like a,000 views in 24 hours, right? But for me I was like a thousand like I worked in real life. I

[7:05] YouTube https://youtu.be/FpQ41avuWCI?t=418 || Social Media Is Dead. Interest Media Is Here
had brick and mortar. So for me to get a,000 people in a room I was like my god I would do lunch and learns with 15 people, right? So I got 15 views. I was like hell yeah I I mean I would do this in person and this is just being convenient for them. So it's at home, right? And so I bring this up so that

[7:19] YouTube https://youtu.be/FpQ41avuWCI?t=432 || Social Media Is Dead. Interest Media Is Here
you don't judge one the the the number of views. It's way more important to have quality of views. I have two businesses that I looked at in the last year that were doing over a million dollars a year with less than 5,000 followers. There's another business that's a B2B uh insurance company that that I uh that I

[7:38] YouTube https://youtu.be/FpQ41avuWCI?t=451 || Social Media Is Dead. Interest Media Is Here
invested in that I don't want to share the numbers, but okay, I won't show I'll just say many millions on like $10,000. I'll just leave it there. All right. And so, like, you absolutely can make plenty of money with a very small following as long as you make content that's directly valuable for that following.


VIDEO
TITLE: Message All 130 Members Personally to Get Engagement
URL: https://youtu.be/FsOYmruUaZ8
PRIMARY_TOPIC: content
TOPICS: content, community, content, follow-up

[0:00] YouTube https://youtu.be/FsOYmruUaZ8?t=0 || Message All 130 Members Personally to Get Engagement
Hi, Alex. I started my school a few weeks ago with 130 members so far. Uh, how do I create engagement? Most people are quiet even though I have an intro video asking everyone to introduce themselves, and I post content a few times a week, plus free AI materials in the classroom. I'm running my first

[0:12] YouTube https://youtu.be/FsOYmruUaZ8?t=5 || Message All 130 Members Personally to Get Engagement
webinar this Thursday on 10 best businesses to start with AI, which will be two hours long. Should I upload the recording? Okay. So, okay. So, I'm going to give you a couple quick tactics. Um, number one is there was a lady that was inside the group, I can't remember her name, that was struggling with the exact

[0:27] YouTube https://youtu.be/FsOYmruUaZ8?t=20 || Message All 130 Members Personally to Get Engagement
same problem. And you know what she did to get engagement inside of her group? She messaged all 130 members and said, "Hey, you should introduce yourself inside the group." So sometimes people just need like personal permission because they like feel afraid. So give them permission and say, "Hey, tag me

[0:41] YouTube https://youtu.be/FsOYmruUaZ8?t=34 || Message All 130 Members Personally to Get Engagement
in. I'll I'll respond." Right? And so that way they can get a little bit of status from it. And so that's number one. Number two is I would recommend using the pre-coded uh uh post formats that we already have inside of there. Kirby, do you want to show them where that is because I think that's pretty cool. You mean for the

[0:57] YouTube https://youtu.be/FsOYmruUaZ8?t=50 || Message All 130 Members Personally to Get Engagement
calendar? Yeah, I think that's that's pretty sweet. So, we looked at the the top the the stuff that had the top engagement. Like what's your favorite movie? Show a picture of your workstation. Um like if something's relative, you know, if you were in a you know, car space, it' be like show me a picture of your car. Like

[1:13] YouTube https://youtu.be/FsOYmruUaZ8?t=66 || Message All 130 Members Personally to Get Engagement
whatever whatever might be relevant to your audience. Uh and it gets it kind of like makes it real. It makes it like like the the pictures I think are really really key to making this like it's it takes the digital world and makes it makes it real. So I'd say DMs and then do something with a picture. Uh and then

[1:31] YouTube https://youtu.be/FsOYmruUaZ8?t=84 || Message All 130 Members Personally to Get Engagement
you should start. And of course I have balloons now. Wonderful. Yeah. So here you go. You can watch Kirby do it. At the top when you create a new event you can click coffee hour fills it out. Q&A co-working session or happy hour. My favorite is co-working session. Yes. And Saurin put a little thing underneath there would like lead

[1:57] YouTube https://youtu.be/FsOYmruUaZ8?t=110 || Message All 130 Members Personally to Get Engagement
yourself like you start show your workstation, show your laptop, show your whiteboard with full of ideas, whatever. Like I'll bet you a lot of entrepreneurs have like a whiteboard or a notepad that they have all their ideas on. Like if you look at my office, which I think Kirby seen, every wall is whiteboard.

[2:12] YouTube https://youtu.be/FsOYmruUaZ8?t=125 || Message All 130 Members Personally to Get Engagement
Like all of it with the exception of that one, which is the only one you can see. So secretive.


VIDEO
TITLE: Why Better Content Doesn’t Get More Views
URL: https://youtu.be/FvR1QsZ9ZxM
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/FvR1QsZ9ZxM?t=0 || Why Better Content Doesn’t Get More Views
And the big thing that everyone misses is people try and dissect my content. The message is 10% of how people consume it. 90% is the context around the message. So Elon Musk can tweet on the toilet and be like, "I'm on the throne taking a shit." And it'll get a million likes. Why? Because it's Elon Musk. He's the richest man in the world

[0:19] YouTube https://youtu.be/FvR1QsZ9ZxM?t=12 || Why Better Content Doesn’t Get More Views
and owns three of the biggest companies that are most innovative of all time. I don't kid myself and think that like my content is so much better than other people. There's plenty of people with better content than me that don't get the same views. And the reason is because they don't have the context.

[0:30] YouTube https://youtu.be/FvR1QsZ9ZxM?t=23 || Why Better Content Doesn’t Get More Views
They don't have the proof and solve for the proof and then the content will take care of itself because one, you will know what you're talking about because you have proof that you know what you're talking about and people will believe you. Which is why you should solve for evidence above everything else. Like

[0:45] YouTube https://youtu.be/FvR1QsZ9ZxM?t=38 || Why Better Content Doesn’t Get More Views
evidence gives you the confidence. If someone says, "Alex, I don't think you know about business." I'd be like, "Okay, it doesn't really affect me. I do know we crossed $100 million in net worth at age 32. I know that. But if someone said that to you and you haven't accomplished anything, you don't have

[0:57] YouTube https://youtu.be/FvR1QsZ9ZxM?t=50 || Why Better Content Doesn’t Get More Views
anything to stand back on and it hurts you more. But I have proof. So it's like you can just deflect it towards the proof and keep living your life. The secret to longevity is, especially in the content game, but really in any game that you're trying to at least help other people with, is that if you've

[1:10] YouTube https://youtu.be/FvR1QsZ9ZxM?t=63 || Why Better Content Doesn’t Get More Views
done the thing, you can be certain rather than confident. Be certain based on what you've done, not based on what you say other people should do. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling

[1:25] YouTube https://youtu.be/FvR1QsZ9ZxM?t=78 || Why Better Content Doesn’t Get More Views
roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you

[1:39] YouTube https://youtu.be/FvR1QsZ9ZxM?t=92 || Why Better Content Doesn’t Get More Views
put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone

[1:52] YouTube https://youtu.be/FvR1QsZ9ZxM?t=105 || Why Better Content Doesn’t Get More Views
else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a

[2:07] YouTube https://youtu.be/FvR1QsZ9ZxM?t=120 || Why Better Content Doesn’t Get More Views
call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping an SEO Agency Scale
URL: https://youtu.be/GTuhgHIzm2I
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/GTuhgHIzm2I?t=0 || Helping an SEO Agency Scale
I sell SEO and AEO services to pause two seconds. The last time I did this, I smoked this girl's partner and her dad was her partner. Didn't know that. Was in the front seat. Anyways, keep going. No partners. We're all good. Um, so we sell that to mid-market enterprise, QuickBooks, Nike. Uh, we do about 20

[0:16] YouTube https://youtu.be/GTuhgHIzm2I?t=9 || Helping an SEO Agency Scale
million in revenue. Amazing. Um, what did you think is the very first thing you said before I interrupted you? SEO AI optimization stuff. Um, my question, Alex, is I'm building a brand in the a personal brand in the SEO and the AEO space, but it's a very crowded it's very saturated with education. If you were in my shoes, would you focus

[0:39] YouTube https://youtu.be/GTuhgHIzm2I?t=32 || Helping an SEO Agency Scale
entirely on educational content? Would you mix in edutainment or how would you stand out in a crowded market when building a personal brand? What is the objective of the brand? The objective of the brand is we're doing about 20 million to get to us. What is the objective of your personal brand? The personal brand, the objective will

[0:58] YouTube https://youtu.be/GTuhgHIzm2I?t=51 || Helping an SEO Agency Scale
be to get on more stages and to be able to speak more and to therefore get more clients. So to make more money. Yeah. To make more money. Um so just make content about the stuff that the type of people that you want to attract make. Disregard views, likes, whatever. If you just double down on what is the absolute highest value per

[1:17] YouTube https://youtu.be/GTuhgHIzm2I?t=70 || Helping an SEO Agency Scale
second that you can make for that audience, you will do great. You have to learn the packaging by format, that kind of stuff. That's like the obvious like, you know, uh, ticket of entry. So, hooks, you know, visual hooks, pacing, the videos, all that kind of jazz. Um, but the core meat of what you make

[1:34] YouTube https://youtu.be/GTuhgHIzm2I?t=87 || Helping an SEO Agency Scale
should be as focused as possible on the thing that the people who are buying your stuff want. Like I don't want you like if you're like I want this personal brand to be my personal brand forever for a long period of time and then yeah you can sprinkle in some some of your special pixie dust. That sounded aggressive. But

[1:53] YouTube https://youtu.be/GTuhgHIzm2I?t=106 || Helping an SEO Agency Scale
you know what you're the the things that make you you. By all means you can put more of those elements in. But in terms of I would probably go 8020 on that. Like 80% keep it um straight down the down the barrel. like there's almost I can't help but make the occasional phil philosophical content because it's just me. Um, but I still

[2:13] YouTube https://youtu.be/GTuhgHIzm2I?t=126 || Helping an SEO Agency Scale
try to anchor just about everything to business. So everything's still businessoriented. And so even though I talk about philosophy, it's like, well, I had to understand how to get through hard times so they could continue to do business. I had to understand how to work with my partner who's my wife as it

[2:26] YouTube https://youtu.be/GTuhgHIzm2I?t=139 || Helping an SEO Agency Scale
relates to business. And so most of everything is still through that lens. Like how do I think about fitness as somebody who works all the time? It's still not going to be necessarily fitness first. I've made some, you know, pieces of content, but they're very few and far between, but they almost always

[2:38] YouTube https://youtu.be/GTuhgHIzm2I?t=151 || Helping an SEO Agency Scale
are businesscentric. And would you do that again starting from scratch? Yeah, I would do exactly what exactly the same thing. Yeah, that wasn't easy. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million

[2:53] YouTube https://youtu.be/GTuhgHIzm2I?t=166 || Helping an SEO Agency Scale
scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through, and more importantly, where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing

[3:06] YouTube https://youtu.be/GTuhgHIzm2I?t=179 || Helping an SEO Agency Scale
where if you put in your business information, it'll tell you where you're at. And the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with,

[3:20] YouTube https://youtu.be/GTuhgHIzm2I?t=193 || Helping an SEO Agency Scale
someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information. And if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out. On

[3:33] YouTube https://youtu.be/GTuhgHIzm2I?t=206 || Helping an SEO Agency Scale
the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
URL: https://youtu.be/H3clU6Qq5xw
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/H3clU6Qq5xw?t=0 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
I want to try something different. Okay. It's the Hormosi hotline. Take five listeners out of the crowd. Have them call in. Tell us about their business. Tell us a business problem. Cool. So, this is the Hormosi hotline. Are you down? Let's do it. Okay. We got Flo here. Flo, I want you to give us the what's the name of your business and give us the one minute

[0:23] YouTube https://youtu.be/H3clU6Qq5xw?t=16 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
description of what you do. Give us a sense of where you're at revenue-wise. And then we're gonna get to what's your biggest business problem and we're gonna try to help you out here in a couple of minutes. So like I said, I'm Flo. I live in London. I own a company called Wentworth Protection. And so what we do is we install uh security bards on people's

[0:41] YouTube https://youtu.be/H3clU6Qq5xw?t=34 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
driveways. Now, if you don't know what that is, basically like a metal pole that you put on your driveways to stop your car from getting stolen. Um I started this business as a side hustle in January 2024. So we're now like a year and a half in. Um it's just me and my best mate. Um, we both still do this as a side hustle. We've got a couple of

[0:59] YouTube https://youtu.be/H3clU6Qq5xw?t=52 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
installation guys. Uh, first year we did just shy at 250k revs. This year we're probably going to do 500. And kind of the biggest issue we're having right now is content. The problem you solve is people in the UK are getting their car stolen and there's some you put a pole in the driveway that prevents that. That's correct. Yeah. Car theft is just through the roof in in the UK,

[1:23] YouTube https://youtu.be/H3clU6Qq5xw?t=76 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
especially around London. So this pole comes up through your driveway and it means even if someone gets into your car, they just actually drive it away. Okay, got it. So you get 2 to 50k the year one 500. You're on pace for 500k this year. And give us the quick and dirty on how are you getting those customers today? Because you said it's a side hustle. So where where are you

[1:41] YouTube https://youtu.be/H3clU6Qq5xw?t=94 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
getting business? Yeah. Yeah. The first three months was basically purely doortodoor. Saturdays and Sundays just knocking on doors, which by the way in the UK people find that really really strange. Yeah. But now it's about kind of a 50/50 mix between Google ads just like search and mainly SEO. So we get loads of organic

[1:59] YouTube https://youtu.be/H3clU6Qq5xw?t=112 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
leads coming in as well and then a little bit of referral in there. Okay. All right. How much do the polls cost? Uh so average pick is about a,000 bucks. Okay. So what's so what's your uh what's it cost you to install? Uh we go on roughly 50 50% margin. So like paying the installation guys and buying the units um is about 50% of of tickets.

[2:19] YouTube https://youtu.be/H3clU6Qq5xw?t=132 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Okay. Got it. So you make 500 bucks in gross profit per. Does that sound right? Correct. Okay. Got it. So what do you want to have happen? I want more leads. Okay. Got it. So what stopped you from doing more doortodoor? Honestly, it's a time constraint. Currently it seems like that the the conversion rate on door to door and the amount of time that it takes it just doesn't equate to extra effort put into

[2:42] YouTube https://youtu.be/H3clU6Qq5xw?t=155 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
content or writing more blog posts or trying to reach out to commercial partners, that kind of stuff. Okay. So, one of the big things is like I think you have to get a little bit narrower in terms of how you want to get leads because you you're super resource constrained right now. Like you don't have, you know, a ton of capital that

[2:59] YouTube https://youtu.be/H3clU6Qq5xw?t=172 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
you can like put to work or anything like that. And so it's like you've got you've got search, you've got SEO, you just mentioned commercial partners, which I'm guessing you're doing through outbound. Is that how you're getting it? And you also said content. Yeah, correct. Content is basically the nut that I'm trying to crack. I I inherently know that content can be

[3:14] YouTube https://youtu.be/H3clU6Qq5xw?t=187 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
really big for this business, but it's just like we did a viral Tik Tok two days ago. I did a million views and it's just not translating to any increase in kind of lead flow. Yeah. So, okay, I want to I want to rewind for a second. I think that so fundamentally because you have these you have these three ways that you can

[3:30] YouTube https://youtu.be/H3clU6Qq5xw?t=203 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
reliably get customers and then you have this other way that you would like to get customers but aren't really getting customers from yet. Does that sound right? Yeah. Okay. So, why not like what are you spending on on on search right now? about 3k a month. Okay. What do you make back on the 3k? Uh LTV cash about 3 to one.

[3:49] YouTube https://youtu.be/H3clU6Qq5xw?t=222 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
3 to one. Okay. So, what stops you? So, you're making nine grand a month roughly off Google. Yeah. Okay. And then SEO is bringing in how much? Uh about about the same. Okay. And what do you spend on SEO? Uh honestly, I'm just doing it all myself. I buy back links every now and again, but I'm just doing all the writing and all the technical SEO myself. Okay. Got it. And that's bringing like

[4:11] YouTube https://youtu.be/H3clU6Qq5xw?t=244 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
9,000 a month as well pretty much. Yeah. It's about 50/50 these days. And you stopped doing doortodoor. Right now you're not doing it anymore. You stopped doing it because you got tired of it or because it stopped working? No, it's just we it was such a grind in the early days. It was like that was the way for us to get the business off the ground. So we had no money in. We just

[4:30] YouTube https://youtu.be/H3clU6Qq5xw?t=263 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
had to hustle, speak to people. But at the moment it's like I still have a job. I have a kid. My partner has a job. He has a kid. Yeah. And for us to find any time Yeah. to go door. It's no Herd. Herd. Okay. So, and then the rest is referrals. Uh yeah, it's referrals. There's a few little platforms like Next Door, Checker Trade, Bark. Like, we get a dribbling through those.

[4:53] YouTube https://youtu.be/H3clU6Qq5xw?t=286 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
But, but those must be small because you basically said about 10K from each of these. That's 20K a month. That's 480K a year. That's basically what you said you're on track to do. Was 20, right? So, that's So, that gets us 250. You said your your run rate's 500. Yeah, correct. So a lot of this is is pound. So the numbers I gave you.

[5:10] YouTube https://youtu.be/H3clU6Qq5xw?t=303 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Oh, all right. Whatever. Big picture. Um, more better new, right? So if you've got if you've got search and you've got SEO, you do I will I will like I am staring at the door to door thing. I'm not I will come back to it. But what do you have to make in order to quit the job? Uh, we could quit right now. Um, I I'm

[5:30] YouTube https://youtu.be/H3clU6Qq5xw?t=323 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
just a little bit of a to be honest. Okay, fair. Um, well then how many hours are you dedicating to doing this versus the job? Uh, it's like 40 hours on my job and 50 hours on this every week moment I've worked on on this business. I got it. So, let me ask you a quick question. If you actually just went door todoor for 40 hours a week, I'm not

[5:48] YouTube https://youtu.be/H3clU6Qq5xw?t=341 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
saying you do this, but I just like to ask the hypothetical. If you went door to door, basically replaced your job with spending 100% on door to door, I'm not going to say you do that, but just hypothetically, uh, would you be able to replace your income if you did that? I think probably not. I mean, it just

[6:01] YouTube https://youtu.be/H3clU6Qq5xw?t=354 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
just like running really quick numbers. Let's say I get let's say I do make two sales a week or three sales a week from door to door which would be really impressive for us at this point. That would bring in 1,500 gross six a month. That wouldn't cover it. Okay, great. So then what stops you from spending uh like 10 grand a month on Google ads? Yeah, great question. So we just scaled

[6:24] YouTube https://youtu.be/H3clU6Qq5xw?t=377 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
our Google ads from 1500 up to 3K. Okay. And it takes us about two or three months to get that to scale. Okay. Flo, one of the things I love about business is that every problem has already been solved. And so, one of the things I would ask is, can you work backwards from a business that already is doing what you're doing? So, are you the only guy doing this? Are you the

[6:43] YouTube https://youtu.be/H3clU6Qq5xw?t=396 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
only company that offers this service? Um, and if not, who's that company and how do they get customers? Yeah. Yeah. There's a couple of much much bigger players in this space. And I think what they've cracked is they're just really really really good at organic. They just get like maybe 5 to 8x the amount of traffic that we get.

[7:01] YouTube https://youtu.be/H3clU6Qq5xw?t=414 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
When you say organic, I don't think you're saying that the incumbents are amazing at Tik Tok. What do you actually mean when you say they get organic? Sorry. I literally mean like Google search. Okay. So, they rank SEO leads. Well, let me ask you this question. Like for So, if I b if I bought your business tomorrow, my first ads would probably be

[7:21] YouTube https://youtu.be/H3clU6Qq5xw?t=434 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
meta ads because like making meta ads work. Yeah. make making met ads work. And the the thing that you have is one, you have a clear fear like people are afraid of cars their car getting stolen. And I'm sure you can put some stats up on the board that shows like big arrow to the right. Oh my god, cars are

[7:38] YouTube https://youtu.be/H3clU6Qq5xw?t=451 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
leaving, right? And you also have a service that is that is tangible and visible. Like you can demonstrate it. Much harder to say, hey, like in a in an ad, I'm really good at SEO. It's way better to be like, look, car got stolen. Like literally you just like like you could just do a before and after of like look guy with a mask on gets in the car walks out and then right afterwards guy

[7:58] YouTube https://youtu.be/H3clU6Qq5xw?t=471 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
with a mask gets in and then he's like oh no this one it's literally the the ads that I would mirror are the carjack ads if you so Google that it's the little like the the bar you use the steering wheel. Yeah. put on the steering wheel those ads and then you just go local targeting do a you know 10 milei radius or whatever that is in kilometers that I

[8:16] YouTube https://youtu.be/H3clU6Qq5xw?t=489 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
would bet you right now would get you the like that would scale like really high like you could probably get to 10 20,000 a month we did we did meta ads in the early days and I told myself that didn't work but it was just the creating was just terrible yeah I'm sure it was I mean advertising works so it's not like meta ads don't work right it's like you just needed to get the process down but if you just do a very simple narrative ad with your

[8:40] YouTube https://youtu.be/H3clU6Qq5xw?t=513 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
iPhone demonstrating the product and the problem that it solves and keep it under 60 seconds. I guarantee that you'll be able to get leads and then all you have to do is just call them, get a deposit on the phone for you to show up and then and then roll the deposit towards the the thousand bucks which is like, hey, it's a hundred bucks for an assessment. It's just to make sure that you show up

[8:58] YouTube https://youtu.be/H3clU6Qq5xw?t=531 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
and if you suck at sales, then say, hey, just put a card down and then I'll only bill you if you don't show. It's just to make sure cuz I'm going to send a truck and a guy out there. It's just we don't want to get no-showed. Uh most people will be fine with that and then you just roll it right into the thousand bucks if

[9:10] YouTube https://youtu.be/H3clU6Qq5xw?t=543 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
they just decide today and that gives you a little bit of urgency in the sale when you show up. Even better, we don't even have to show up. We we can just we can just do the whole We don't we don't really do sight visit. Can I ask you a question, Alex? Wait, you you just install it on first go. There's no scouting. Explain that. So you just go out and install it first

[9:26] YouTube https://youtu.be/H3clU6Qq5xw?t=559 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
shot, right? Is that what you're saying? Yeah. They just send us a picture. We say, "Let's go for it." They send us a 50% deposit. Yeah. Okay. Great. So that's I mean literally it's a phone sale. So, if I'm looking at all this stuff, the first thing I would do is say like, let's see if I could triple, you know, triple Google ads. You already went to three 3K. I'd be like, can we get to nine? And

[9:44] YouTube https://youtu.be/H3clU6Qq5xw?t=577 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
then it's like, cool. That buys you your job back, right? If it if you got if you tripled and you kept rorows the same, would that allow you to quit? Yeah. Yeah. Right. And I would I would before doing meta, I would keep hitting Google ads until I can't do it anymore. I would buy all the traffic. And then once I'd maxed out Google locally, I would 100% put all my stuff in meta ads.

[10:05] YouTube https://youtu.be/H3clU6Qq5xw?t=598 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
What's the rationale on keeping going on Google rather than just running with like doing now every every extra penny in the messa because you haven't done it yet. Got it. If you're making money somewhere, make as much as you can first and then once you can't make any more better new. So Flo, one last thing that I think is important is you basically said something that I think is uh emotional

[10:31] YouTube https://youtu.be/H3clU6Qq5xw?t=624 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
but not logical. And I think you could counter either emotion with emotion or logic with logic, but don't try to counter emotion with logic. So you have you basically were like, I haven't quit my job. Why? Cuz I'm being a bit of a about it. So I think you got to have a conversation with yourself about how you feel about that. Do you want

[10:46] YouTube https://youtu.be/H3clU6Qq5xw?t=639 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
this to be a forever side hustle or would you actually like this to be your main business? that if so, where would you get the courage and the conviction to do this? Cuz you have some evidence. Do you have currently enough evidence? Would you like some more evidence? What would that take? Because, you know,

[10:58] YouTube https://youtu.be/H3clU6Qq5xw?t=651 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
you're going to be limited by your own bandwidth in this business. And so, we could give you five strategies that would work, but if you only have 10 hours when you're fatigued to go execute them, you're going to walk away saying, "Ah, it didn't really work." Cuz you didn't really try it. And so, I think for your long-term success, you got to be able to go go all in on this. And it maybe maybe now is the time, maybe it's

[11:16] YouTube https://youtu.be/H3clU6Qq5xw?t=669 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
not. Only you know that. But it sounds like that's something to address today. Uh and try to figure out how do I want to think about that? I know how I have been thinking about it, but how do I want to think about that going forward, right? What's the narrative? What's the narrative to myself about that? So, don't answer that now, but I think that's something worth doing. That's a that's between you and your therapist.

[11:34] YouTube https://youtu.be/H3clU6Qq5xw?t=687 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
So, but but but I think it's important to answer that. I know a lot of entrepreneurs who have gotten success started on the side. I don't know a lot of entrepreneurs who finished with it as on on the side, right? So unlikely that that's your end outcome with this is that this stays a side hustle. And so the question is how

[11:50] YouTube https://youtu.be/H3clU6Qq5xw?t=703 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
do you get there from where you are today? Yeah. Yeah. I love nothing more than than being in the game. So I think that's where I'm headed. All right, Flo, we've been charging 199 a minute. So you're you owe us some money now. Thank you for calling the hormones hotline. We will see you later. Thanks, dude. Appreciate you. Let us know what happens. Thank you. Thank you. Thank you.

[12:08] YouTube https://youtu.be/H3clU6Qq5xw?t=721 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
See you at the book launch. Hey, let's take a quick break for a message from our sponsor HubSpot who's making this episode possible. Listen, if you're trying to build something big, and I'm talking about hund00 million or billion dollar company, one of the most important things is to focus on the market. Where is the opportunity? You are like a surfer on a surfboard and

[12:26] YouTube https://youtu.be/H3clU6Qq5xw?t=739 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
you're trying to find the biggest best wave possible for you to go on. Well, HubSpot has put together a cheat sheet that is studying and sort of reverse engineering what's working today. So, they're looking at the top performing industries that you could be looking at, the funding routes that work the best, and the growth strategies that the fastest growing companies are using. So, if you want a one-pager that is a cheat

[12:45] YouTube https://youtu.be/H3clU6Qq5xw?t=758 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
sheet on the uh the big company playbook, you can get it right now. Just either scan this QR code that you see on the screen or click the link in the description below. All right, back to the show. All right. All right. What's up? Who am I speaking to? Speaking of Carson. Nice to meet you, Carson. Pleasure, man. Tell us about the business. So, yeah, my name is Carson. I have a

[13:08] YouTube https://youtu.be/H3clU6Qq5xw?t=781 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
recruiting business. I tell my clients hiring should make you money, not cost you time. That's why I built Diamond Connect. I'm a customer. I use this business. Work with a lot of companies like True Classic, Hexcloud, and Hardra. Okay. Cycle recruiting to end. Got it. So, you do you do support or what what uh what roles do you recruit for? Yeah, really all roles. uh junior to sea

[13:33] YouTube https://youtu.be/H3clU6Qq5xw?t=806 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
level roles. Did a CMO for Sean, did performance, creative, retention, social media, head of ops. So, a lot more on the marketing and rev side. Carson, here's your ad, Carson. Yeah. Carson found me, my CMO for my e-com business, who's now the CEO of the ecom business. That's that's as good as you could do.

[13:50] YouTube https://youtu.be/H3clU6Qq5xw?t=823 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
There's your blog. There's your blog. All right. What's the What's revenue right now? Right now, for last year did 1.6. This year tracking, it hit around two. Okay, got it. So, uh what's the what's the issue? What's holding it back? Few things. Uh being a contingency focused recruiting agency, yeah, ultimately allowed us to, you know, get

[14:14] YouTube https://youtu.be/H3clU6Qq5xw?t=847 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
a lot of clients in the door. Yeah. It does come with um flaws of pausing roles, slow communication, having to let skin get in the game. Um and so I think really like we've learned once we unlock the first hire, they see the value and stick with that. Mhm. Really just trying to focus on kind of building that first role with them to show them what we're doing. Okay. And what's the issue with your

[14:38] YouTube https://youtu.be/H3clU6Qq5xw?t=871 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
current way of doing it? We we have like a really good process. It's just we have a lot of clients that sort of like call pause roll. There's a lot of potential on the table for candidates that we have that are interviewing and I think there's a lot more potential of kind of getting more of a streamlined process. Me getting

[14:55] YouTube https://youtu.be/H3clU6Qq5xw?t=888 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
less in the weeds. Carson, let me ask you a question because I think ask a better question, you'll get a better answer. Is your question how do I streamline operations? This is an operational question or is this a scaling question of okay, I did 1.6, I did two, I want to get to five or four a year and right now I don't feel like I'm able to do that because of either a my

[15:13] YouTube https://youtu.be/H3clU6Qq5xw?t=906 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
business model or b my operation. So what is your question on the business model and the growth side of things or is it on the operation? Yes, I would say more on the business side like the first you said. I guess I kind of said it in two questions, but mainly I want to scale, right? We're we're about to hit two million this year. I see a lot of potential. I want

[15:31] YouTube https://youtu.be/H3clU6Qq5xw?t=924 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
to figure out how how do I take this contingency recruiting business to five to seven million being so lean? Yeah. So, how do you get customers right now? Really like 98% of referrals. Uh you know, a really good really good pilot base, really good customer base and a lot of people in the e-com such a niche space, you know, we get a lot of referrals that way. Got it. So, um, if I mean,

[15:55] YouTube https://youtu.be/H3clU6Qq5xw?t=948 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
fundamentally, if I'll say I'll ask a different question. If you doubled the amount of people who are asking for, you know, roles right now, would you be able to handle it? I would say yes. I think I would need to um bring on maybe a few extra recruiters at scale, but ultimately like these clients used me because of me and the

[16:14] YouTube https://youtu.be/H3clU6Qq5xw?t=967 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
relationships we have. Sure. So, I'm trying to figure out how do I stay in the weed um but also kind of still ramp up and scale, right? Like, yeah. So let I'll cut you off for a second just to Yeah. So basically the the the question that I'm asking I I'll tell you the intention behind the question which is are you demand constrained or are you supply constrained? Right. And so right now if

[16:32] YouTube https://youtu.be/H3clU6Qq5xw?t=985 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
I were to say I can go send you more business could you handle it? If the answer is yes then we don't focus on the supply side we focus on the demand side. If it's I could handle more but sorry I I I I've got more people than uh than I can handle right now and I need to go get more recruiters. So which side is it? Yeah I think we can handle more. Okay great. So your demand constraint. All right. All right. So from the demand

[16:50] YouTube https://youtu.be/H3clU6Qq5xw?t=1003 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
perspective, if you only have referrals, then you need to have an input output in the business to get more leads. Correct. Okay. So, so it's actually going to be so best way versus the best way for you will be two different things. So you've got your uh you've got the core four. Have you read the book?

[17:08] YouTube https://youtu.be/H3clU6Qq5xw?t=1021 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Correct. Right. So you've got you've got warm outreach, you've got cold outreach, you've got content, and then you've got ads. And then on the other side, you've got affiliates. Right. Okay. So, based on your background, you get um recruits via outbound. Yeah. Like outbound outbound or really all referrals directly from client. Yeah. When you when you recruited my CMO, it's because you're you're blasting

[17:35] YouTube https://youtu.be/H3clU6Qq5xw?t=1048 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
people on LinkedIn. Hey, would you be interested? Hey, I got some. You're doing outbound to get candidates, which means you have the skill and muscle of outbound already. You're just only using it for your supply. What if you used it for your demand? Ah, that makes sense. Light bulb moment. Let's go. So, there we go. So, fundamentally, you

[17:52] YouTube https://youtu.be/H3clU6Qq5xw?t=1065 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
already know your your metrics for your outbound funnel, which is like, you know, we do 100 connects and then 100 connects get us whatever five meetings and then five meetings turn into one fix or whatever it is, right? All you have to do is just turn that external same exact funnel. Yeah. Really just focus more on the outbound. Yeah. Because it's your main game. It's your main game. I was going to be like,

[18:08] YouTube https://youtu.be/H3clU6Qq5xw?t=1081 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
"Hey, man, learn ads." It's just like if you were like, "You know what? We're really cuz the secondary thing I'll just be transparent with you. Because of the nature you're recruiting, you probably have access to very good marketers. And so if you could go recruit a CMO who go run the ads for you to go get those customers, that would also be a play.

[18:24] YouTube https://youtu.be/H3clU6Qq5xw?t=1097 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
But in terms of if I'm going to give like the absolute I had to bet my baby on the fact that you'd be successful, I would say do more of the thing that you're already doing. Just change the co change the target. That's it. And since you've recruited for a whole bunch of different roles, recruiting for customers, if you think about it like that, is I think the the natural step and you can for sure scale that to the

[18:40] YouTube https://youtu.be/H3clU6Qq5xw?t=1113 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
moon. For sure. Question on the like being a contingency focus, right? Like a lot of skin in the game. Uh obviously it's low risk for them, high reward for us. How do I really kind of like demand sort of more communication, making sure clients aren't pausing roles? There's a lot of things out of our control scale. Yeah.

[18:59] YouTube https://youtu.be/H3clU6Qq5xw?t=1132 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
I'm trying to figure out how I two two things. Two things. So are three things. So one is going to be the customer vetting, right? You have to have certain types of customers. If you have shitty customers, they're going to treat you shitty. If you have good customers, they tend to be more professional. So part of that's going to

[19:10] YouTube https://youtu.be/H3clU6Qq5xw?t=1143 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
be what is our ideal customer? Number one. Um number two, uh the contingency thing. The question is whether it's a feature or bug, right? Like this may just be a co and like this happens all the time. I'll have these conversations. I'm like, what if we decide this isn't a problem anymore and all of our metrics of the business are fine? So what are your margins right now? Probably about 50%.

[19:28] YouTube https://youtu.be/H3clU6Qq5xw?t=1161 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Right. Okay. So your margins are fine and the the issue that you have right now is just like it's like sometimes customers don't do what I want them to and I get it and your preference is not for that. So the only tiny tweak you could consider when you have more demand but you don't have that which is why you have no leverage. Um is that you can say listen our way of doing this is that you

[19:46] YouTube https://youtu.be/H3clU6Qq5xw?t=1179 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
put a card down. It is success based but if you don't follow our process we bill you a penalty because you're wasting our time. So you can do that. It's an easy easy fix on the front end and say, "Listen, the roll is 15 grand for the, you know, the the price range you're looking at. We get 30% whatever the hell it is, right? But we charge five if you waste our time." Now, we don't want to

[20:03] YouTube https://youtu.be/H3clU6Qq5xw?t=1196 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
charge you anything, right? We don't want to charge you anything. Now, if you get a little bit more, again, this is where supply and demand come becomes important. If you continue to get more and more demand, then you start to have more and more the leverage shift to you and you say, "Listen, I do half now and

[20:16] YouTube https://youtu.be/H3clU6Qq5xw?t=1209 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
half when we complete the role because I've got and if you don't want it, that's fine. I got 10 other guys behind you." Ah, yep, that makes sense. So, you have no leverage right now and it makes sense. So, number one, I don't think you have a a steaming fire because you've got 50% margins and things seem to be going okay. You got 98% referrals, which means you're good at what you do. So, I

[20:33] YouTube https://youtu.be/H3clU6Qq5xw?t=1226 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
think we just need to put some more in the front end, which is going to be take the outbound engine, point it towards customers, and then be hyperargeted about the customers that are going to be the best types. And ideally, you probably know what they look like. Like, if you take the top 20% of your

[20:44] YouTube https://youtu.be/H3clU6Qq5xw?t=1237 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
customers now that are worth the most, the beauty of outbound is you get to snipe who you want. And so you can just say I'm only going after people who I know are going to do five rolls a year. That's a good that's a good way to put it that way. Yeah. Carson Carson, I think I think what Alex just said is huge for you. I would not have used you had you been like, "Give me a 20k retainer for this

[21:02] YouTube https://youtu.be/H3clU6Qq5xw?t=1255 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
role." Why? Because you were a college kid. You're like 22 years old. You haven't even mentioned that part. You were doing this while you were in college. And so I think you use that to your advantage. So I think that reframing it in your own mind as a feature instead of a bug I think will do you a lot of good uh again psychologically because it's your own mind as a founder that drives you nuts

[21:19] YouTube https://youtu.be/H3clU6Qq5xw?t=1272 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
and once you just literally just relabel the same experience you're having you will have a new experience and so try try that out uh along with the outbound. Was that helpful Carson? That was super helpful both of you. Uh thank you so much. Rock and roll baby. Later crush it. All right let's take maybe one or two more. What do you think your hot oil?

[21:37] YouTube https://youtu.be/H3clU6Qq5xw?t=1290 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Let's do it. The weather is cold but the deals are hot. What's up? You're on the line. How How you doing, Jordan? Hey, how are you guys? Oh, we got a group call. We got the co-founder in here. Is that right? The co-founder is here. All right. You got Sean and this is Alex. Can you give us give us your names

[21:54] YouTube https://youtu.be/H3clU6Qq5xw?t=1307 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
and your business name and then give us a one minute description. What do you guys do and how is it going revenue-wise? I'm Jordan Eggger, Justin Frober, my co-founder, is also on the call. Our business is Elite Travel Hackers and we help business owners take their families on 30 to $50,000 luxury vacations for little to no money out of pocket using credit card points. And we do that in two ways. The first

[22:17] YouTube https://youtu.be/H3clU6Qq5xw?t=1330 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
thing is we help them optimize and maximize the number of points they're earning per year. So most people will earn one point per dollar on their credit card spend. We're typically able to get at least a 3 4x on those points earned. So you help them get more points and then you help them spend it well. Yeah. And then we help you spend it well. Book

[22:37] YouTube https://youtu.be/H3clU6Qq5xw?t=1350 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
first class flights, fivestar hotels, luxury travel, all for little to no money out of pocket. Wonder. So Jordan, is the business working right now or is it broken right now? Yeah. What's revenue? What's Yeah. Yep. Business is working. We're doing about 40k a month right now. Um we do have some hurdles that we've come into

[22:55] YouTube https://youtu.be/H3clU6Qq5xw?t=1368 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
and and I'll let Justin kind of go through those. Oh, he's the he's the guy who deals with the problems. Okay. I'm going to guess that you're demand constrained. That's going to be my guess. I could be wrong, but go for it. Um, yeah. So, uh, last month we actually had a a really big bump. We scaled the 85k. Awesome. And, uh, spent a lot of time, uh,

[23:13] YouTube https://youtu.be/H3clU6Qq5xw?t=1386 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
refining systems, processes, automations, getting the next round of staff hired so that we can make the next big push on, uh, leads. Um, right now the majority of our business comes from referrals actually and then 20% of our business comes from like organic traffic and we only have a 23% close rate there. Um, so there's a massive gap between the

[23:35] YouTube https://youtu.be/H3clU6Qq5xw?t=1408 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
refer and organic close rates. Are you saying 80% of the business's referral or you said that that was the close rate? No, sorry. 69% of the business's referrals. Okay. 98% close rate on referrals. Okay. Okay. Everybody closes and then the rest of the business is through organic. Do you just mean uh web traffic from Google search or do you mean content based or you know a mix of everything

[23:57] YouTube https://youtu.be/H3clU6Qq5xw?t=1430 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
content based? Okay. And is your question uh like try to state the question as crisply as you can. So what's the question you guys have? How do we build trust faster and and increase uh close rates from cold traffic? Is there a tweak in our offer messaging? All right, I'm going to I'm going to we're I'm going to rock your in a couple seconds. So just tell me. So what's the price point right now?

[24:15] YouTube https://youtu.be/H3clU6Qq5xw?t=1448 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Yeah, 3K to 15K. Okay. So, it's it scales depending on their whatever uh number of trips they're taking. Yeah. And how much they're spending out of pocket. Okay. Got it. Heard. Um and so right now I'm assuming that you have the same sales process for referrals as you do for people from content. Yeah, that's the issue. So, every every traffic source has to get treated differently because they have a basically if you think about a customer

[24:40] YouTube https://youtu.be/H3clU6Qq5xw?t=1473 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
on a continuum, there's a certain amount of information that has to get uh consumed in order to make a decision. And so, what you need is a microwave. You need something that's going to heat them up really quickly. And so right now, walk me through the click to close. So someone sees some post or some real,

[24:53] YouTube https://youtu.be/H3clU6Qq5xw?t=1486 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
they then what? DM you or they go to your link or they comment. They get a mini chat. Like what do they do? Click DM. DM. Okay. So they DM you. Got it. So after they DM, there's a setter in the DMs, right? Correct. Okay. So DM setter and then what happens after that? Uh into sales calendar. Okay. Okay, got it. And that's it. That's what

[25:18] YouTube https://youtu.be/H3clU6Qq5xw?t=1511 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
happens. Is anything else that like they consume between set and close? There's a 60-second warm-up video saying, "Hey, come with this, you know, these data points so that we can maximize what you're done." Yeah. So, you're missing a VSSL. That's all. So, two things. So, here's here's what you're going to do. You're going to

[25:34] YouTube https://youtu.be/H3clU6Qq5xw?t=1527 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
write a seven-minute VSSL. All right. And very simple. Uh you'll probably it's it it follows the same concept as a YouTube video. So, you'll have a promise. You'll have a uh pain that they're going to help them avoid. You're going to uh give them a plan of how it's all going to work. Um and then you're

[25:53] YouTube https://youtu.be/H3clU6Qq5xw?t=1546 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
going to have proof that you can help them do that. And that's going to be in the first 60 seconds. And then you're going to have basically belief one, belief number two, and belief number three. So, basically the the three biggest objections that people bring up typically on on sales calls. You're going to break those down as FAQs during

[26:10] YouTube https://youtu.be/H3clU6Qq5xw?t=1563 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
the thing. And then um and then you'll put your 60-cond this is how you prep for the call. All right, that's what you do. Now, you're gonna script that whole thing out. And then I also want you to take that and put it into a PDF and then you can send it because some people, especially the more ballers are bigger readers than they are watchers. And so you can say, "Hey, here's two ways to consume it." Um just

[26:31] YouTube https://youtu.be/H3clU6Qq5xw?t=1584 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
watch it before the call. And then when you do that close call, the first question you ask after you say, "Hey, how's it going today?" Uh then, which you don't open a call that way, but just, you know, whatever. Um, then you say, "Hey, did you did you get a chance to watch the video?" Which you should

[26:43] YouTube https://youtu.be/H3clU6Qq5xw?t=1596 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
have already done. Like the closer should double check that prior to the call. And if for some reason they have not done it, you say, "Hey, no worries. I'm going to go grab a cup of coffee. You can go play it and I'll come back in seven minutes and then we can talk about it. That way I'm not just blabbing a

[26:55] YouTube https://youtu.be/H3clU6Qq5xw?t=1608 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
whole bunch of stuff because that way you can see the visuals and you can see everything as tight as humanly possible. It's the best use of your time." Got it. That's literally it. Now, the second thing that I want to do though is I want to kind of shift your belief a little bit because you said we're only closing

[27:05] YouTube https://youtu.be/H3clU6Qq5xw?t=1618 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
23%. 23% isn't dog Like I would say that you're you're going to pro like if you just do this, you'll probably bump to like mid-30s. But that's that's just not it's not it's not weird. That's just like a normal close rate. And referrals are amazing. That's why everybody would love to have referrals. But like if you if you like if you really want to have your get your mind

[27:24] YouTube https://youtu.be/H3clU6Qq5xw?t=1637 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
blown, start running ads. It's going to be way worse than the constant leads. So um you want to treat warm like cold and you treat cold like cold by giving them more information prior to the close. Got it. That's lit. Like if you only to do one thing, that's all you got to do and you have an increase in close rate. That being said, that's not going to

[27:43] YouTube https://youtu.be/H3clU6Qq5xw?t=1656 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
take you to 5 million a year. That's just going to give you a maybe a 50% lift on whatever you're currently doing. And so once you do that, you still have demand issues, which means that you still need to have a reliable like basically like how can we make more and better content, which is the the larger and more important question.

[28:01] YouTube https://youtu.be/H3clU6Qq5xw?t=1674 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
But do that first. Yeah. Solve solve that one problem at a time. And at the end of the day, you want to have your growth equation. And I think that's what he's talking about, which is today, I forgot what you said. You're converting 29% or something like that. It's like actually a pretty decent number. If that if that number was 40, what happens to our business, right?

[28:18] YouTube https://youtu.be/H3clU6Qq5xw?t=1691 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Because you don't want to put a transformational amount of effort into something that doesn't have a transformational result on the other side of it. And you could just napkin math and save yourself a lot of pain if that's what the situation would be. It might be that you can actually just double the number of referrals you're getting by doing something simple. Maybe today you're just getting them and you're not actually asking for them

[28:34] YouTube https://youtu.be/H3clU6Qq5xw?t=1707 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
intelligently and and ramping that up where you already have a 98% close rate. So just make sure you do some napkin math on like what does the top of funnel look like before I go try to beat my head against the wall increasing this conversion. You can increase your conversion and you should, but it is worth doing some napkin math to see if I

[28:50] YouTube https://youtu.be/H3clU6Qq5xw?t=1723 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
did this, would this get me where I want to go or is this just one block and I'm going to have to figure out two more things after that. But at least good to know that going in. Hey Jordan, would you have a referral script you use right now? I'll take that one. Um yeah, so at the end of um uh every onboarding call um we're asking them who else they know.

[29:10] YouTube https://youtu.be/H3clU6Qq5xw?t=1743 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Um how do you ask them? Uh just, hey, do you think anybody else could use our services? You've seen what it's like to do our credit card strategies. Um can you connect me via text or email? Yeah. So I would tweak that. This is just a this is just a little golden BB for you. Uh compliment them first so you

[29:29] YouTube https://youtu.be/H3clU6Qq5xw?t=1762 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
can reframe it. So you're like, "Dude, you're an absolute pleasure to deal with." My god, I talk to a bunch of different business owners every day. If I could talk to only people like you, I would. So what other successful business owners like you do, you know? So that compliments them twice before making an ask. And most people are way happier to give you a referral. Also, when you say,

[29:45] YouTube https://youtu.be/H3clU6Qq5xw?t=1778 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
"I want other people who are successful like you," you'll also get better referrals overall. Got it. Makes perfect sense. Yeah. Little tweak. One other one that might help there, uh, I think you said this really well with the gym business. Like people are in the maximum amount of pain when they show up the first time into the gym because for them to have shown up that means

[30:04] YouTube https://youtu.be/H3clU6Qq5xw?t=1797 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
they they acknowledge the problem and have walked into your hands, how hard how hard could it be to sell? In your case, you actually have a different situation, which is when somebody's on their, you know, back from their vacation that you just booked for them for free and they just had an incredible

[30:16] YouTube https://youtu.be/H3clU6Qq5xw?t=1809 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
life-changing experience, it's probably a good moment to go ask them how was the trip and um and then see if they, you know, what are what are they thinking for more trips as well as do they know anyone else that's looking at this? because you're going to have you're going to be riding a momentum, a huge wave of goodwill in that moment cuz you just they're going to be on the high of their vacation. Planning a vacation is

[30:34] YouTube https://youtu.be/H3clU6Qq5xw?t=1827 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
work. Experiencing and enjoying the vacation. That's that's when they're in the sort of peak state to be able to ask as well. And on the offboarding call that Sean's referencing, if I were getting really tactical with you, what I would do is when I call them up and say, "Hey, how was the vacation?" I would

[30:47] YouTube https://youtu.be/H3clU6Qq5xw?t=1840 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
ask, "Do you have any pictures?" Now, they're going to be like, "Oh, who want to see?" Right? And you say, "Hey, so what friends would you normally send these pictures to?" If you want, if you three-way me, then you can say, "Hey, I got this whole vacation for free." And send it to your friend. Just three-way me in, and then you're rocking and rolling. Yeah. Helpful, guys.

[31:04] YouTube https://youtu.be/H3clU6Qq5xw?t=1857 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Yeah, for sure. Very, as I asked my first girlfriend, was that the best eight minutes of your life? All right, fellas. We'll see you later. See you guys. All right, Hermosi hotline. Yeah. All right, here we go. All right, caller number nine, you are on air. What's your name? Hello. Hello. I'm Dobby. Alex Strong. Great to be talking with you. Davi. Where are you calling in from?

[31:29] YouTube https://youtu.be/H3clU6Qq5xw?t=1882 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Dobby. From Brooklyn, New York. All right. Dobby, single, married. Oh, wait. No, wrong shot. Here we go. Davi, tell us about uh what's going on. What's your business? So, I am a content creator and a little bit different than probably a lot of the businesses that call in because I have a big audience and I have all the traffic and I have absolutely no idea what to

[31:53] YouTube https://youtu.be/H3clU6Qq5xw?t=1906 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
sell them. You need a money model. You have distribution and no product. Is that what you're saying? I got distribution, no product. Yes. Okay. And I won the school games last year. Oh, sick. And Alex you in May and I was about to ask you the question I'm about to ask and your assistant came in and said, "Alex, you have a wedding you need to walk."

[32:15] YouTube https://youtu.be/H3clU6Qq5xw?t=1928 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
That checks out the last year and then I saw Sean's tweet yesterday and I was like, "You know what, dude? If if your life was a movie, this is this is that this is the moment where it comes full circle." All right. So, what is the question you've been waiting a year to ask? Are you an entertainer or educator? Real quick, I would It leans towards education. And I mean, I make content for college guys

[32:34] YouTube https://youtu.be/H3clU6Qq5xw?t=1947 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
and young guys about how to get internships, how to get jobs, how to date, how to manage negative thoughts, how to make money. Like, it's it's really just virtual big brother stuff. Okay. I have 200 million views, 350,000 followers. So, a big army of young dudes. I want to make a big swing of the per what? Per month, per year, per what?

[32:56] YouTube https://youtu.be/H3clU6Qq5xw?t=1969 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
200 million views over the last two years. Oh, what are you what are you getting monthly? Five to 10. Okay. And this is Tik Tok. We're talking about Tik Tok and Instagram. Yeah. 5 on each. Okay. Okay. Go on. And so I have this big army of young dudes that I could do a paying community. I could do a mentorship. But I think that there's a bigger play

[33:18] YouTube https://youtu.be/H3clU6Qq5xw?t=1991 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
either with maybe employing a lot of them or building an app and launching it across college campuses. And I just I've been building this audience and I I'm not sure what's the big swing that I should be making here. Before we start being know-it-alls and telling you what to do, what do you have you already tried anything?

[33:35] YouTube https://youtu.be/H3clU6Qq5xw?t=2008 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Um, I mean, I've just I I committed to making two or three short form videos a day for the last couple years outside of my day-to-day other pursuit. Um, so I haven't tried much. What's your day-to-day other pursuit? My mom is a physician coach and she was doing 20 or 30k a month and now we're doing 230 last month. So basically just

[33:58] YouTube https://youtu.be/H3clU6Qq5xw?t=2031 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
building high ticket sales, marketing, fulfillment um for burnedout doctors. Got it. Well, I'll tell you a secret. Burned out doctors have more pain and more money than broke college guys by an order of magnitude. I know. And I don't want to keep working with my mom. Okay. Over to death. I' I've Yeah. I mean, if you think there's not a big big uh

[34:22] YouTube https://youtu.be/H3clU6Qq5xw?t=2055 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
there's not a big prize here, then maybe I'm barking up the wrong tree. The question is what do you like what do you want to have happen if you're like, "Oh, I think I've So, I'll I'll tell you. I'll I want to give a little a tiny reality check." Um, which is like 5 to 10 million views a month is not bad. It's also not crazy. So, like you have enough to do a business for sure. This

[34:40] YouTube https://youtu.be/H3clU6Qq5xw?t=2073 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
isn't like I'm sitting on a hundred million dollar like you're not getting a dollar of view. I just want to like put that put some perspective there. Also, your Tik Tok views are not worth nearly close to what your Instagram views are. It's probably a factor of 10 to 20x difference in terms of the value per view. Okay? Especially if it's a little bit more meme, a little bit more humor, any like

[35:00] YouTube https://youtu.be/H3clU6Qq5xw?t=2093 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
that. It's just like you can just you could just drop it to through the floor. Like education versus entertainment, the the revenue per per thousand views is like it's huge difference. Okay? I just want to just level set there. So fundamentally, if you've got these guys and they want what careers, they want

[35:17] YouTube https://youtu.be/H3clU6Qq5xw?t=2110 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
jobs. Well, it it's not like I'm like Mr. Internship. I'm not saying that I'm the best cond career ever, but they look to me for input on all this life stuff, like whether it's how to land their first date, how to get an internship, how to whatever. And I get a bunch of DMs that are like, "Dude, you spoke the

[35:36] YouTube https://youtu.be/H3clU6Qq5xw?t=2129 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
thoughts that were in my brain. You like you know me so well." And I think I've built up enough trust with them that if I wanted them to like quit a job or come work for me or do something. So that's why I'm thinking maybe I could build something Yeah. on the back of them and not sat through them. So I'll I'll um I'll give you just a little bit of a continuum that exists for you, right? And this is super common

[35:54] YouTube https://youtu.be/H3clU6Qq5xw?t=2147 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
for people who are content creators. And it all the the the continuum exists on on a risk continuum. And so on one side all the way to the end you have start a business that you're going to do everything for. All right. That's like that's all the way in the other side. It takes the most skill, but you have the most risk. All right. On the opposite end, you have I'm going to be affiliate of something, which is I'm just going to

[36:13] YouTube https://youtu.be/H3clU6Qq5xw?t=2166 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
promote someone else's stuff and I'm going to get a percentage, right? That's the that's the other extreme. Now, next to that, you've got sponsorship. So, if I'm really good at that, people start paying me ahead of time and that's 100% gross margin, and it scales as I scale my my content, which is not necessarily a bad thing. In the middle, you've got

[36:30] YouTube https://youtu.be/H3clU6Qq5xw?t=2183 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
partnerships, which is like, okay, I'm going to be the exclusive guy who promotes this specific thing, and I'm going to get some shares or get some royalties, whatever it is that I can negotiate in that deal, and I'll just let somebody else run the business while I just continue to promote. Next to that, you've got white labels. All right, so it's like, okay, I don't want

[36:46] YouTube https://youtu.be/H3clU6Qq5xw?t=2199 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
to I don't want to actually run the business, but I do want to have my own brand, and I want to have all the equity. And then the very last one, which is what I started with, which is like you own it all, right? It's you you you source everything, you manufacture if you want to do products. And so those are kind of like those are kind of your options right now. Um if you wanted to

[37:03] YouTube https://youtu.be/H3clU6Qq5xw?t=2216 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
get in the business now, you can derisk your current thing by a lot by trying some stuff on the left and seeing how it performs. So you can basically you have the luxury of being able to test product market fit before doing anything. So you can easily affiliate someone else's thing, see what the demand looks like, and if it crushes, then you're like, "Oh, I got something here." And if

[37:22] YouTube https://youtu.be/H3clU6Qq5xw?t=2235 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
it doesn't crush, then you didn't have to like do all the other uh associated with that build the business, right? Exactly. So, you have this really nice position that you're in. So, number one, I would probably work my way from least risky to most risky as I basically validated whatever thing I want to sell. And then secondarily for Tik Tok, I'll just give you a little hack. The people

[37:40] YouTube https://youtu.be/H3clU6Qq5xw?t=2253 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
who who the the people I've seen who monetize best off Tik Tok, their their CTA on Tik Tok is DM me on Instagram and then they work the DMs on Instagram. For for whatever reason, IG just converts way better to monetize than Tik Tok does. So, they just drive they just use Tik Tok as a traffic platform to send to convert on script.

[37:59] YouTube https://youtu.be/H3clU6Qq5xw?t=2272 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Got it. Can you give me an example of some of the things that you would try affiliating for? Well, the So, you you you said a lot of stuff. You were like you have like dating stuff. You have like, you know, which probably gets into like looks maxing and all that stuff. I don't even know. Um, then you've got like I want to

[38:16] YouTube https://youtu.be/H3clU6Qq5xw?t=2289 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
get a job stuff. Then you've got like bisop stuff which I'm not like the biggest fan of but like you could you know whatever. Um so like you have a lot of different pieces there. Um and then obviously there's just like services that you can charge for them. But the thing that I really hate about this particular customer is that they're broke. And so the easiest I mean I I

[38:36] YouTube https://youtu.be/H3clU6Qq5xw?t=2309 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
don't think the idea that you had on starting a school community is a terrible idea because you can you can have a very large community. you can continue to serve them and you can have a low ticket price point that'll kind of like you can you can use that as an initial launchpad build the community and then te like basically say like tell me what you guys want and I'll do that and then you can monetize in the meantime. Does that make sense?

[38:55] YouTube https://youtu.be/H3clU6Qq5xw?t=2328 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Yes. Got it. So that's a that's an that's like the easy super lowrisk like doesn't does if you're like hey man I want to make $100 million. I don't have a clear path for from where you're at right now to get there besides just like starting as though you didn't even have the brand you have. Well, if you had a fleet of loyal guys

[39:13] YouTube https://youtu.be/H3clU6Qq5xw?t=2346 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
that maybe you could turn into good salespeople or turn into ambassadors or if you had to launch something across college campuses, like if you had this resource and it was your only foundation to get to $100 million or $10 million, what would you do? If you can train a skill, which I didn't hear, but that you just mentioned that sales thing. If you can train a skill

[39:31] YouTube https://youtu.be/H3clU6Qq5xw?t=2364 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
exceptionally well, then you can absolutely source and place salespeople for large door-to-d dooror companies that and a lot of college guys are willing to just like relocate after college anyways and you know make six figures a year or six figures in a summer if they crush it um for that. And those companies are happy to pay you know referral fees upon success of those

[39:49] YouTube https://youtu.be/H3clU6Qq5xw?t=2382 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
of those types of guys. And if you can develop a long-term reputation as being very very good at training them like you can very easily run cohorts where you say, "Hey, you're going to fly out to this place. We're going to spend a week. going to train you and then after that you'll graduate and then you'll go out and into the world and be fruitful and

[40:01] YouTube https://youtu.be/H3clU6Qq5xw?t=2394 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
multiply. Uh you could very well charge, you know, probably $5,000 somewhere in there um for people to come out, learn how to sell and then basically you'll have a bunch of connections from different people that you can use your own content to go source those relationships with. So just get like get a Vivant, get a you know get some of the bit, get an alarm system company, whatever. Um and get

[40:19] YouTube https://youtu.be/H3clU6Qq5xw?t=2412 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
those ones to just say, "Hey, will you take take people from me?" And then you can also make money on both sides there. that like the best thing that you can do for those guys is use them as the product. Mhm. I got a question for you. Soularching question. Are you trying to be a content creator who makes money or you're trying to be an entrepreneur who uses content to make money?

[40:37] YouTube https://youtu.be/H3clU6Qq5xw?t=2430 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
Wow, that's a great question. Gut instinct. You can change your mind later, but just gut instinct. But I said that what which one did your heart go to? You have to fully commit to this for life. Um I want to be an entrepreneur. You want to be an entrepreneur. Great. So I think the constraint of what business can I start using this Tik Tok

[40:54] YouTube https://youtu.be/H3clU6Qq5xw?t=2447 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
audience for this customer is actually not serving you at all. It's just me thinking what business do I want to be in where I see an opportunity and I feel passionate about solving it and I'm going to flex my content muscles probably as one of my growth levers to do that. And this all this did was this was the gym where I was working out and building that muscle. But I didn't build it to

[41:12] YouTube https://youtu.be/H3clU6Qq5xw?t=2465 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
use it in the gym. I built it to use it in the real world somewhere else. And so I think that sometimes you have to pick the constraint properly. constraint of using it in this business using it using your current Tik Tok audience is not the right one. The other thing I would do is I would try to get real. So, not only is a certain number of views different per

[41:29] YouTube https://youtu.be/H3clU6Qq5xw?t=2482 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
platform, but just as a simple test, right? If you went to a college campus, if you just put on TikTok and put on Instagram, hey, I'm going to be at Penn State. If you want to come hang out, I'm going to be at this place from this hour to this hour. How many people do you think would show up at Penn State? Probably between 10 and 100. 10 and Okay, that's a pretty big spread. Um, I I think you should go try it. I

[41:49] YouTube https://youtu.be/H3clU6Qq5xw?t=2502 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
would be surprised if the number was 100. I'd be shocked if it was 100. I'd be surprised if it was even 10. And the reason I say that is because the way that the nature of TikTok and the nature of short form content is that they're not loyal to you. They're loyal to the feed. And you might show up from time to time. And so the reason to do that is to basically um wash away your tie and your

[42:07] YouTube https://youtu.be/H3clU6Qq5xw?t=2520 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
connection, your your invisible sunk cost to but I've already built this audience because actually what you're what you built was this the muscle of short form content. You probably haven't built an army of people who like, listen, and trust you. Like, you will get more views, let's say, on this on your TikTok than I will get on my podcast. But if I tweet something out

[42:24] YouTube https://youtu.be/H3clU6Qq5xw?t=2537 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
that I'm going somewhere for my podcast, I'll get people there because I spend hundreds of hours in their ears. It's a different level of connection. And so, I I say all this to just say, if you really want to be an entrepreneur, break out of that that constraint of how do I sell these college dudes who I've been

[42:36] YouTube https://youtu.be/H3clU6Qq5xw?t=2549 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
entertaining with random Tik Toks about random Um, and what's the best business I can build in that tiny tiny box to be like, just get out of the box and then build the best business you can. And I bet you'd kick ass that way because you seem like you're somebody who's pretty high agency and pretty kick-ass, but don't constrain your don't tie one hand behind your back. And Dave, I'll I'll soften what uh Sean said, which is normally not my role. Um,

[42:55] YouTube https://youtu.be/H3clU6Qq5xw?t=2568 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
but I what you can use the brand for, let's say you don't sell to this audience and you don't sell them as the product either. Let's say you just say like, I did this thing and I learned this skill. You can still use it to recruit for whatever business you want. And that is actually still a massive W. So you can just skim up. You say you've got these guys who are super low and want to work. It's like great, work for

[43:13] YouTube https://youtu.be/H3clU6Qq5xw?t=2586 || 5 Live Callers Get Brutal Startup Advice from Hormozi & Shaan (My First Million, 43min)
me. Yeah. Cool. Yeah. I appreciate it. All right. Awesome, brother. Appreciate you. Thanks for calling in. Appreciate it, guys. Thanks. All right. Awesome. There we go. All right. That's a wrap on the Hormosi hotline.


VIDEO
TITLE: There’s a Fixed Amount of Attention in the World
URL: https://youtu.be/HA_RUliOGhY
PRIMARY_TOPIC: content
TOPICS: content, ads,content,scaling

[0:00] YouTube https://youtu.be/HA_RUliOGhY?t=0 || There’s a Fixed Amount of Attention in the World
There's these zero- sum dynamics in some of these industries. In sports, there's one champion. You know, Olympics, there's one Olympian, but you seem to think that there's kind of this winner take all in in many of the things that you do. Why is that? I think in I think it depends on goal size. If you want to, you know, make a

[0:21] YouTube https://youtu.be/HA_RUliOGhY?t=14 || There’s a Fixed Amount of Attention in the World
million dollars a year as a lawn care person, you don't really need to worry about your competition. Like, you just need to go find 200 houses that'll pay you whatever the math is to get a million dollars a year. like it's not it's not crazy complicated, right? 400 bucks a month. Um, but in the open AI world, right, like

[0:40] YouTube https://youtu.be/HA_RUliOGhY?t=33 || There’s a Fixed Amount of Attention in the World
there's probably going to be one model that ends up, you know, winner take all or it'll just be like Pepsi and Coke, but there's there's not going to be a ton. Um, I don't know, like I guess if there's a network, you know, effect that's going to occur, then it makes sense to kind of like get market share. Um I guess in the marketing world

[0:57] YouTube https://youtu.be/HA_RUliOGhY?t=50 || There’s a Fixed Amount of Attention in the World
you could call it maybe be attention share but the so there is a fixed amount of attention um like in the world take eight billion bill people times 24 hours or times the number of hours they're awake like there's there is that much attention right and I think technology has just increasingly put advertise has

[1:13] YouTube https://youtu.be/HA_RUliOGhY?t=66 || There’s a Fixed Amount of Attention in the World
stolen attention from IRL you know in real life like friends and family um and put it in a place that you can advertise um and so from that's what I think from an attention perspective there like there is do we know what that number is? No. But it there is a there is a number and it is finite. Um and so

[1:33] YouTube https://youtu.be/HA_RUliOGhY?t=86 || There’s a Fixed Amount of Attention in the World
does somebody watching my video preclude them from watching your video? No. Because they could watch both videos. But if they only have an incremental 10 more seconds that they're going to watch one business clip then in that instance the person who has Right. And so that's that's kind of how how I think through

[1:52] YouTube https://youtu.be/HA_RUliOGhY?t=105 || There’s a Fixed Amount of Attention in the World
it overall. But I just I think about a lot of life in in percentage like likelihoods. How how likely is this to see the likelihood that this thing that I want to have happen occurs? And so that's that's basically all I do is I just try to make bets. Real quick, if you're a business owner and you are not

[2:07] YouTube https://youtu.be/HA_RUliOGhY?t=120 || There’s a Fixed Amount of Attention in the World
growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how

[2:21] YouTube https://youtu.be/HA_RUliOGhY?t=134 || There’s a Fixed Amount of Attention in the World
they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer

[2:34] YouTube https://youtu.be/HA_RUliOGhY?t=147 || There’s a Fixed Amount of Attention in the World
success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[2:49] YouTube https://youtu.be/HA_RUliOGhY?t=162 || There’s a Fixed Amount of Attention in the World
deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Experts Without Influence Are Just Authorities
URL: https://youtu.be/HTgVjHO55Fs
PRIMARY_TOPIC: content
TOPICS: content, offers,branding,content,community

[0:00] YouTube https://youtu.be/HTgVjHO55Fs?t=0 || Experts Without Influence Are Just Authorities
Uh, partnering with an influencer is a strategy a lot of people are using, but what about partnering with someone who is an expert and has a course that has worked, but they don't have a following. Is it worth it? Um, tough because I mean you can because if you think about this as you assembling a, you know, a business for school like

[0:19] YouTube https://youtu.be/HTgVjHO55Fs?t=12 || Experts Without Influence Are Just Authorities
there's the stuff inside and then there's the advertising. Ideally, one partner can bring both. And so with this person, I wouldn't like they probably want more than they really bring value to the table. It's probably because they're inexperienced from the business side. I'm just gonna make a guess here.

[0:35] YouTube https://youtu.be/HTgVjHO55Fs?t=28 || Experts Without Influence Are Just Authorities
So, I'd rather this is like experts without influence are just authorities, which is like okay, but you like I if I had to pick between somebody who had uh lots of traffic and not a lot of authority and somebody had a lot of authority and a lot of traffic, I would rather have somebody has a lot of uh

[0:51] YouTube https://youtu.be/HTgVjHO55Fs?t=44 || Experts Without Influence Are Just Authorities
traffic because then I could figure out something that they that there would be valuable that they could provide to a community. Sometimes when somebody just says a lot of traffic, just access is is enough.


VIDEO
TITLE: How to Build a Life You Actually Want
URL: https://youtu.be/HbBLizYiKAs
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/HbBLizYiKAs?t=0 || How to Build a Life You Actually Want
A friendly reminder that in three generations, everyone who knew us will be dead, including the people whose opinions stopped you from doing what you wanted all along. Imagine that someone you know achieves every dream and hits every goal they have. Years later, they get old and die. Two years after that,

[0:15] YouTube https://youtu.be/HbBLizYiKAs?t=8 || How to Build a Life You Actually Want
how much do you care? About as much as everyone else will if you accomplish your goals and dreams. Do it for you. So, I think about death all the time because it's it's probably the central theme. It's probably the thing that I think the most about and I think that influences how I see time and also how I

[0:34] YouTube https://youtu.be/HbBLizYiKAs?t=27 || How to Build a Life You Actually Want
think how how it influences agency like what actions I'm willing to take despite the judgment of others. And so, a lot of times, and it might be because I have more insecurity than everyone that I think like, man, I want to do this thing. And then I hear all these other voices of reasons why I shouldn't do it

[0:49] YouTube https://youtu.be/HbBLizYiKAs?t=42 || How to Build a Life You Actually Want
or why somebody else will say like that's bad or you're bad or like that's wrong, whatever. And so I think I've had to come up with a lot of these devices to get around my own insecurities to take action despite those insecurities. And the biggest one that I think about is that it doesn't matter whether I

[1:05] YouTube https://youtu.be/HbBLizYiKAs?t=58 || How to Build a Life You Actually Want
achieve all of my goals or I don't achieve all of the goals. In three generations, I'll be forgotten. And the only people who were naysaying against me will also be dead. And so then it's like just do it for me. And then when I wake up every day, there's only one voice I have to listen to. But that means that you need to be able

[1:27] YouTube https://youtu.be/HbBLizYiKAs?t=80 || How to Build a Life You Actually Want
to work out what to do from first principles. You now no longer have societal norms or assistance or role models or archetypes or expectations. And that's also difficult in a different way. I think that the more you flex whatever that muscle is of like independent thinking, the more it becomes the default way that you think and then

[1:50] YouTube https://youtu.be/HbBLizYiKAs?t=103 || How to Build a Life You Actually Want
everyone else's actions just start looking more and more insane to you. What like what's an example of that that you can think of? I mean, shoot, just the most basic ones of like living the life that you don't want, not wearing what you want to wear, not dating who you want to date, um not living where you want to live. like

[2:06] YouTube https://youtu.be/HbBLizYiKAs?t=119 || How to Build a Life You Actually Want
you're living at home and you want to move and your parents say no and you don't make the move or you're dating a girl because she's socially accepted, you know, by your friend group, she's safe, but like there's always some distance in between you, but you're like, I don't want to risk it, right? Or

[2:21] YouTube https://youtu.be/HbBLizYiKAs?t=134 || How to Build a Life You Actually Want
like you're in the the job and every day you go there and you're like, I mean, it's okay. And the idea of just living an okay life just sounds so terrifying to me that the freedom to fail over and over again is still more fulfilling to me. at least it feels like it's real than walking through kind of on

[2:40] YouTube https://youtu.be/HbBLizYiKAs?t=153 || How to Build a Life You Actually Want
autopilot. And so I think that's a lot of the choices that other people make that seem insane to me now, but didn't didn't seem insane to me a decade ago. You know what I mean? I think it's just like as you practice taking more agency, taking more responsibility for the decisions, then you just get better and

[2:54] YouTube https://youtu.be/HbBLizYiKAs?t=167 || How to Build a Life You Actually Want
better at it. And then it just seems more and more ridiculous. You're like, they're like, "I just can't quit my job." And you're like, "Why?" Like, "No, physically, why?" Like, "Why can't you quit your job?" Like, like, you know what I and they start hyperventilating. It's like, you could could you move in

[3:06] YouTube https://youtu.be/HbBLizYiKAs?t=179 || How to Build a Life You Actually Want
with your parents? Could you move in with a friend? Could you split rent? I mean, I could, but I mean, other people who are going to die in a hundred years would think, "What?" And one of my favorite ones is um, and I say this all the time to Laya, like whenever we're getting to some sort of like mini complaint, it's like, you

[3:23] YouTube https://youtu.be/HbBLizYiKAs?t=196 || How to Build a Life You Actually Want
know, if you zoom out far enough, you can't see the earth. So, we're talking about like, oh man, they're going to mess up this order on this vendor. I like, you know, if you zoom out far enough, you can't see the earth. It just like it just puts everything immediately into perspective of how ridiculous some

[3:37] YouTube https://youtu.be/HbBLizYiKAs?t=210 || How to Build a Life You Actually Want
of the things that we're concerned about are. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had

[3:51] YouTube https://youtu.be/HbBLizYiKAs?t=224 || How to Build a Life You Actually Want
and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you,

[4:05] YouTube https://youtu.be/HbBLizYiKAs?t=238 || How to Build a Life You Actually Want
what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go

[4:18] YouTube https://youtu.be/HbBLizYiKAs?t=251 || How to Build a Life You Actually Want
to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if

[4:33] YouTube https://youtu.be/HbBLizYiKAs?t=266 || How to Build a Life You Actually Want
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: You Can’t Be Busy and Broke
URL: https://youtu.be/I4jizguH3nc
PRIMARY_TOPIC: content
TOPICS: content, productivity,mindset,wealth

[0:00] YouTube https://youtu.be/I4jizguH3nc?t=0 || You Can’t Be Busy and Broke
First one, Jamie Walters. My current situation is I just got a head hunter for big business events, the fastest growing UK business growth companies. My desired situation is have a community of young aspiring entrepreneurs who have to break free from the 9 to5. My problem is building brands to attract people

[0:08] YouTube https://youtu.be/I4jizguH3nc?t=1 || You Can’t Be Busy and Broke
without running ads. My question is, should you or can you suggest a cheaper and just as efficient way of getting a bigger brand with someone who doesn't have the money to invest in paid ads or the time to just create content hoping for something to go viral? Can you put the question back up again? I want to make sure I understand.

[0:20] YouTube https://youtu.be/I4jizguH3nc?t=13 || You Can’t Be Busy and Broke
Yes. I put this under this category predicting your answer. Okay, great. All right. Should you can you suggest a cheaper or efficient way to get a bigger brand and someone who doesn't have the money invest he doesn't have the money to invest or the time? So you have neither money nor time and you want to

[0:30] YouTube https://youtu.be/I4jizguH3nc?t=23 || You Can’t Be Busy and Broke
build a big brand. That's what it sounds like. Okay. So in my opinion, Jamie, the the way that you I mean I would do this is the starting from zero post that I have that outlines this in a lot of detail. I also made a long 45minut video that went went on YouTube if you guys didn't see it. I think it's um I think it's how to

[0:42] YouTube https://youtu.be/I4jizguH3nc?t=35 || You Can’t Be Busy and Broke
texture your business over the title on the split test. Um but basically it's about how to attract one mega influencer. And that is basically how you like if you have no money and you have no time then the only thing that you can do is reach out to people. Now that still takes some time, but if you're like I want to I want to invest

[0:52] YouTube https://youtu.be/I4jizguH3nc?t=45 || You Can’t Be Busy and Broke
zero resources into having a big brand overnight like a very tough ask. It's like I have no inputs but I would like tremendous output. Now, I get the not having money and I can understand not wanting to have the time because you have to have some time like I have to say you can't be busy and broke, right?

[1:02] YouTube https://youtu.be/I4jizguH3nc?t=55 || You Can’t Be Busy and Broke
And so if like you can have free time and be broke or you can be busy and if you're if you're still broke and you're busy and you're doing the wrong stuff, right? And so I would highly recommend using outreach as the method which would then leverage someone else's time and money or the audience that they've

[1:13] YouTube https://youtu.be/I4jizguH3nc?t=66 || You Can’t Be Busy and Broke
already created in order to build that brand. And so if you want to have your desired suicide then I'd be looking at the people that go to that cater to those and you probably already follow some of them. And so I would start with the people that you already follow that you're already a big fan of and I would do I

[1:22] YouTube https://youtu.be/I4jizguH3nc?t=75 || You Can’t Be Busy and Broke
would go above and beyond to try and get close to them. And sometimes, just be really candid with you, sometimes it takes it takes, you know, a few months of kind of warming people up. It's kind of like, you know, you want to ask a girl on a date for, you know, on Instagram. It's like you slide the DM

[1:30] YouTube https://youtu.be/I4jizguH3nc?t=83 || You Can’t Be Busy and Broke
and say, "Hey, let's meet at my place tonight." Uh, they might be like, "No, especially if it's a super hot girl, she probably has a zillion of those." And I'm using this as a fig analogy, but like if somebody's got massive volume with the exact audience you have, they're a super hot girl in the situation, right? They're pretty girl

[1:39] YouTube https://youtu.be/I4jizguH3nc?t=92 || You Can’t Be Busy and Broke
dance. And so it might be complimenting them on their content, might be, you know, feeding them some of the things that you like about them, trying to provide value out of them, which I talked about in the the webinar at length, which is like actually like make them content by making stuff custom for

[1:47] YouTube https://youtu.be/I4jizguH3nc?t=100 || You Can’t Be Busy and Broke
them, tagging it, and mentioning them. Most people do look at their tags. I look at my tags, though, because if someone makes a cool post, I can just share it. It saves me time. Um, and you can demonstrate value in advance by doing that. But I'm going to be honest with you, like it's going to it's going

[1:56] YouTube https://youtu.be/I4jizguH3nc?t=109 || You Can’t Be Busy and Broke
to take time, some time, less time than building a brand on your own.


VIDEO
TITLE: How to Start Advertising as a Beginner
URL: https://youtu.be/IPuPrnHODOY
PRIMARY_TOPIC: content
TOPICS: content, ads,leads,offers

[0:00] YouTube https://youtu.be/IPuPrnHODOY?t=0 || How to Start Advertising as a Beginner
You have to let more more people know about your stuff. And so the way that we do this is we do the rule of 100. All right? And so by method that means that's page 164. You either do a 100 reachouts a day, cold or warm. You do a 100 minutes of making content and post something, which for some reason I

[0:16] YouTube https://youtu.be/IPuPrnHODOY?t=9 || How to Start Advertising as a Beginner
didn't put that in the book. Um, no, I said release it one per day. Thank God. All right. But some people hear that first line and they're like, I'm making 100 minutes of content today. And I'm like, I haven't seen you post. They're like, well, I'm still working on it. I'm like, what are you doing? Post. All

[0:28] YouTube https://youtu.be/IPuPrnHODOY?t=21 || How to Start Advertising as a Beginner
right. And then and then um paid ads is 100 minutes a day of making paid ads. So that's doing the research, looking at other hooks, recording, editing, cutting it, and spending money, right? You got to spend money. And the amount of money you spend, I would say, per month should be relative to what you're willing to

[0:42] YouTube https://youtu.be/IPuPrnHODOY?t=35 || How to Start Advertising as a Beginner
pay per customer. Okay? Now, I have an update to this that I'll share with you, which we learned from the school games because I help a lot of people who are starting out. Now, it doesn't matter whether you're brand new or you're an experienced business owner. If you start a new channel, you're still starting at

[0:54] YouTube https://youtu.be/IPuPrnHODOY?t=47 || How to Start Advertising as a Beginner
zero, right? And one of the things that we added in for at least the content side was most of the times you'll be limited by, you know, the amount that you can make and sometimes even the amount of DMs that you can do on on a social platform. But one thing that's not really limited or less limited is

[1:07] YouTube https://youtu.be/IPuPrnHODOY?t=60 || How to Start Advertising as a Beginner
the amount of comments that you can leave uh on other people's posts. And so what you want to do, the goal is to have the best comment on a post that is relevant to your avatar. So basically, it's like all of these posts exist. They're almost like free ads that you think are attracting the attention of

[1:23] YouTube https://youtu.be/IPuPrnHODOY?t=76 || How to Start Advertising as a Beginner
your avatar. And so what you want to do is have the most thoughtful response to that uh post and then you basically can like hitch a ride on somebody else's views and it's totally legal. So like do that on top of this. And this is for those of you who are like I just don't know what to do. This is what you do.

[1:39] YouTube https://youtu.be/IPuPrnHODOY?t=92 || How to Start Advertising as a Beginner
You reach out to people, you make content, you run ads. Pick one. And to be clear, this is Alex's two cents. So this is this is a personal opinion. Um I don't really tear people down. That's just I just don't do that. Um, some people like make their whole brands on dunking on other people. I just don't

[1:55] YouTube https://youtu.be/IPuPrnHODOY?t=108 || How to Start Advertising as a Beginner
like that kind of negativity personally, like in my life or otherwise. Um, you're welcome to do whatever you want. My recommendation would be to give people flowers and, you know, basically give them props, which is what I think millennials say. Uh, for when they do a good job, so I'm dating myself here. Uh,

[2:11] YouTube https://youtu.be/IPuPrnHODOY?t=124 || How to Start Advertising as a Beginner
flowers, right? Uh, tell them they did a good job and basically break down or add to it. Say like, I love all this and uh, and I think it's a great way. Okay. So instead of saying basically this is and thinking instead of or thinking. So my first piece of homework is write what your advantage is in your current

[2:29] YouTube https://youtu.be/IPuPrnHODOY?t=142 || How to Start Advertising as a Beginner
position. So if you're if you're Nike and Nike if you do want to respond to this video, I'm totally okay with it. Uh but if you're not Nike, right, talk about the unique angle that you have compared to the leader in your marketplace. Because let's be real, the vast majority of people who are watching

[2:44] YouTube https://youtu.be/IPuPrnHODOY?t=157 || How to Start Advertising as a Beginner
this are not the leader because only one leader and everybody else who's not the leader is more people than the one. So the likelihood that you're not the leader is high. So talk about how you're different than they are in a way that is factually correct that they cannot argue with and drop it in the comments. I'd

[2:57] YouTube https://youtu.be/IPuPrnHODOY?t=170 || How to Start Advertising as a Beginner
love to see them. And everything that I just talked to you about those positions is what I would weave into my sales and my marketing. Cuz the nice thing there is it's also it's not like claims based. It's just like these are the facts and this is the reality of it. And if you ever want to make more compelling

[3:11] YouTube https://youtu.be/IPuPrnHODOY?t=184 || How to Start Advertising as a Beginner
marketing, the thought that I would give you is just drill one level deeper. At the surface level, it's like it's David and Goliath. But like when you actually drill down, it's an unfair advantage because David isn't really competing against Goliath. It's competing against Goliath's like kneecap, right? It's like

[3:25] YouTube https://youtu.be/IPuPrnHODOY?t=198 || How to Start Advertising as a Beginner
it's the piece of the larger thing. There's this amorphous idea of Nike, but really all you're competing against is the person who's six levels down who got hired out of college to make their social media post for one specific, you know, person or whatever. That's who you have to beat. And so, like, the way that

[3:42] YouTube https://youtu.be/IPuPrnHODOY?t=215 || How to Start Advertising as a Beginner
you beat the Roman Empire isn't by taking the Roman Empire on headon. It's by tiny little nibbles on the edge of their kind of perimeter and just working your way in. And fundamentally, that's how the barbarians over time, you know, crunch down on Rome. And so in this instance, we are the barbarians.


VIDEO
TITLE: How to Build a Community With Insanely High Engagement
URL: https://youtu.be/IkRG1lha-GU
PRIMARY_TOPIC: content
TOPICS: content, community,content,branding

[0:00] YouTube https://youtu.be/IkRG1lha-GU?t=0 || How to Build a Community With Insanely High Engagement
Is there a school playbook for building a group uh for high engagement? My community is global adventurers who work remotely from wherever their business happens. I actually think that's kind of cool. Um I really like that. So I think if I were going to get engaged, so there's a couple posts that we kind of

[0:13] YouTube https://youtu.be/IkRG1lha-GU?t=6 || How to Build a Community With Insanely High Engagement
have recommendations for, but I think picture of your of your work desk, I think for your community would be one, it's cool because everyone likes taking pictures of it, but secondarily because it's probably going to be changing. And so I think that because they're going to have different backgrounds, I think it's

[0:26] YouTube https://youtu.be/IkRG1lha-GU?t=19 || How to Build a Community With Insanely High Engagement
almost like a subtle flex. They're like, "Look at my workstation today." and it's like over the beach or whatever the hell, right? Or over the mountains. I think that that would be uh really cool. And basically, it's like think about all the problems that you've encountered being a global adventure. Maybe it's

[0:40] YouTube https://youtu.be/IkRG1lha-GU?t=33 || How to Build a Community With Insanely High Engagement
travel visas, maybe it's picking the right Airbnbs, maybe it's um you know, getting good, you know, Wi-Fi connections, getting you know, international Wi-Fi, maybe it's Starlink, whatever. Like, I'm sure there's going to be tons of problems that are going to be unique to your community. And I think that what you

[0:55] YouTube https://youtu.be/IkRG1lha-GU?t=48 || How to Build a Community With Insanely High Engagement
want to think about is like how can I solve these four people at a time andor make threads that allow other people to solve it for each other because I think that's actually even more powerful because that's what really builds the community. It builds the net between rather than one to many. Right? So

[1:09] YouTube https://youtu.be/IkRG1lha-GU?t=62 || How to Build a Community With Insanely High Engagement
instead of it I' I mean I've dri I've drawn this circle before but it's like circle of you and then lots of lines like one line to every single member is how a lot of people try to build communities kind of like guru first. And I think the best way to build community is you want to be facilitating of all

[1:24] YouTube https://youtu.be/IkRG1lha-GU?t=77 || How to Build a Community With Insanely High Engagement
the little circles underneath all the little lines between those circles is what we want to facilitate. So if we're if you're having a party, imagine this, okay? You invite 100 people over to your house, big party, but imagine you have 100 people over your house and let's assume you have a a barn outside or

[1:39] YouTube https://youtu.be/IkRG1lha-GU?t=92 || How to Build a Community With Insanely High Engagement
something that's big enough to handle it. All right? Well, if the whole party is everybody looking at you and then you saying stuff, not a very fun party, right? Ah, right. Thank you for the visual. So, the goal is you want the thing on the right, not the thing on the left, right? An audience is what we make

[1:58] YouTube https://youtu.be/IkRG1lha-GU?t=111 || How to Build a Community With Insanely High Engagement
content for. We bring them to school so that they can connect with each other. And then that becomes like think about think about the think about the loops of reinforcement that occur in the one on the left versus the one on the right, right? At the one on the left, there's only, you know, one one loop per person

[2:13] YouTube https://youtu.be/IkRG1lha-GU?t=126 || How to Build a Community With Insanely High Engagement
and you're the one who has to do all of it, right? Very hard. On the flip side, each one of those circles has like 10 loops of reinforcement and none of them or only one of them is you, right? So there it's way stronger. And let's say that let's say hypothetically we cut all the lines to my face, right? All the

[2:29] YouTube https://youtu.be/IkRG1lha-GU?t=142 || How to Build a Community With Insanely High Engagement
lines uh to my face get cut on the left. All those people disappear. They just fall out. Now, if we go to the right and cut all those all those lines, well, all those people are still inside of a web. They're still in a web or a network, said differently, of communication community. And so, this is really what

[2:45] YouTube https://youtu.be/IkRG1lha-GU?t=158 || How to Build a Community With Insanely High Engagement
we're functionally trying to build. Um, and then we want to tap, you know, we want to we want to lean on the incentives within the community. And so, we're facilitating that, us as hosts, right? Uh, we're facilitating that by giving them things that they can all share. And a lot of people just aren't

[2:59] YouTube https://youtu.be/IkRG1lha-GU?t=172 || How to Build a Community With Insanely High Engagement
creative. So, just think about every problem that you come up with on a regular basis. And I'll tell you, uh, this is going to be, it's going to seem out of the blue, but there's a great creator named Alexandra Madison, I think, and she has a a husband named John Boof. I think it's like French. It's like B O U E F. Um,

[3:19] YouTube https://youtu.be/IkRG1lha-GU?t=192 || How to Build a Community With Insanely High Engagement
point is though, um, they make like couples humor content, and I'm always amazed at the little moments that they're able to find. Yeah. I'm amazed at the tiny moments that they're able to find in everyday relationships and they've been making posts for freaking ever. And despite that, they still like

[3:39] YouTube https://youtu.be/IkRG1lha-GU?t=212 || How to Build a Community With Insanely High Engagement
they still have these moments that come up again and again and again that are funny, right? And so you probably if you're like the global adventure for Mon'nique, if that's the community, I guarantee you there's 200. You basically just want to get as granular as possible because I think that's where people

[3:55] YouTube https://youtu.be/IkRG1lha-GU?t=228 || How to Build a Community With Insanely High Engagement
experience kind of the major benefits of community is people helping solve the everyday problems that occur. It's just that everybody's every day is different and so if we get everybody who has the same day together then we can kind of collectively make everyone's life better and it makes the community more valuable

[4:09] YouTube https://youtu.be/IkRG1lha-GU?t=242 || How to Build a Community With Insanely High Engagement
and engaged. Cool.


VIDEO
TITLE: Why Entertainers Will Always Beat Educators
URL: https://youtu.be/J0Z0OTHXY7Q
PRIMARY_TOPIC: content
TOPICS: content, content,branding

[0:00] YouTube https://youtu.be/J0Z0OTHXY7Q?t=0 || Why Entertainers Will Always Beat Educators
If content was your business, how would you scale? Um, can you ask a question differently? If you were to monetize Mhm. through the content, let's just say AdSense solely. Yeah. What would you be doing differently, if anything? Um, aside from maybe just more volume. um I probably wouldn't be going after a tiny slice of a segment, which

[0:29] YouTube https://youtu.be/J0Z0OTHXY7Q?t=22 || Why Entertainers Will Always Beat Educators
is what I go after. So, business owners, it's like 9% of America owns a business. Of the 9% of America that owns a business, only 5% are over a million dollars a year. Of the 5% that are over a million dollars a year, well, well, I guess of the nine, you know, the 9%. So, one out of 250 makes it to $10 million a

[0:48] YouTube https://youtu.be/J0Z0OTHXY7Q?t=41 || Why Entertainers Will Always Beat Educators
year. One out of roughly 2,500 makes it to $100 million a year. So like it's a very small slice of the pie that I make my content for. And so by its very nature, I don't get massive distribution. I get decent distribution, but not like not like an entertainer might. Um, and so if I wanted to make only making money from media, my own

[1:07] YouTube https://youtu.be/J0Z0OTHXY7Q?t=60 || Why Entertainers Will Always Beat Educators
thing, then I would do super super broad uh topics and things that are just human-based. And I mean that would basically be it, right? You just pick a topic that that transcends all races, all cultures, all people. And entertainment is the easiest one because everyone wants to laugh. Everyone wants to be distracted. Um, and so that's why

[1:27] YouTube https://youtu.be/J0Z0OTHXY7Q?t=80 || Why Entertainers Will Always Beat Educators
entertainers will always be bigger than educators as a category. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio

[1:42] YouTube https://youtu.be/J0Z0OTHXY7Q?t=95 || Why Entertainers Will Always Beat Educators
companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most

[1:55] YouTube https://youtu.be/J0Z0OTHXY7Q?t=108 || Why Entertainers Will Always Beat Educators
important part for you, what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing

[2:09] YouTube https://youtu.be/J0Z0OTHXY7Q?t=122 || Why Entertainers Will Always Beat Educators
absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if

[2:25] YouTube https://youtu.be/J0Z0OTHXY7Q?t=138 || Why Entertainers Will Always Beat Educators
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
URL: https://youtu.be/K4J0srq9qAg
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/K4J0srq9qAg?t=0 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
If you could whisper something into the ear of every follower that's sort of brutally honest that you think they might not be ready to ear ready to hear, what do you think that would be? You're not making as much money as you want because you're not as good as you think you are. So yeah, I think that's that's probably

[0:15] YouTube https://youtu.be/K4J0srq9qAg?t=8 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
true for for for most people. I think that's probably true. I think people have this this belief that somehow the universe is unfair. And I think that actually for the vast majority of the time the universe is extremely fair. It's just that it being fair has made you not make money. Yeah. I I mean I I feel like it's

[0:30] YouTube https://youtu.be/K4J0srq9qAg?t=23 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
unfair, but I'm I'm in the I'm getting the advantage of that. I feel like it's unfair in my direction. Like I've been incredibly incredibly lucky, so I can't complain. Is it fair? I don't know. I mean, some people get the short end of the stick. I just don't happen to be one of those. This is an interesting topic that I

[0:45] YouTube https://youtu.be/K4J0srq9qAg?t=38 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
don't think I've ever talked about, which is just kind of the influence of luck on outcomes. And so if we look at So there's a couple elements of this. So one is if you look at the top outcomes in like just earning money, right? We we want to look at the top 10, the top 100. But if you look at that from a percentage standpoint,

[0:59] YouTube https://youtu.be/K4J0srq9qAg?t=52 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
that's somebody who has incredible drive, incredible intelligence, um a huge stack of skills, and luck. Mhm. Right? Because if you think about the absolute max outcome has to have everything in its favor. And so there's probably tons of things you can learn from the top 10,000 richest people in the world, not just the top five. Right?

[1:16] YouTube https://youtu.be/K4J0srq9qAg?t=69 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
Because the top five will have all those things plus luck. Right? Now, that being said, uh Napoleon, I think, had a had a had a little saying. He said, uh he preferred lucky generals. So even if a general did everything right but he was unlucky, he just got rid of them because he's like, "Well, if I had to pick, I'd

[1:29] YouTube https://youtu.be/K4J0srq9qAg?t=82 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
rather have lucky generals." And so one of the things that I would say has served me really well has been that I have an intrinsic belief that I am lucky. Um in like most situations, like almost annoyingly so, like people around me are like, "Of course, it's going to work out for Alex." Like, and so I would

[1:42] YouTube https://youtu.be/K4J0srq9qAg?t=95 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
encourage you to like if you don't believe that now, start looking for the things that you have been lucky for so that you can internalize that. Um because I think believing that you were lucky allows you to take on bigger shots. And I think that that is where you actually get a huge amount of upside. So like the belief that this

[1:58] YouTube https://youtu.be/K4J0srq9qAg?t=111 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
thing will probably work out because the downside is I will probably be okay. Um allows me to take bigger swings and then if you take enough big swings, one of them works out. Yeah. Yeah. I like that. I think acknowledging the role of luck. People are afraid to do that because they feel like it somehow diminishes all of their

[2:13] YouTube https://youtu.be/K4J0srq9qAg?t=126 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
hard work. And I think that's the wrong way to look at it. I think it's better to view yourself like you said as extremely lucky on completely in the other side of that because you you'll one be less riskaverse and two I think it's it's quite fair to acknowledge the role of luck as long as you're not

[2:26] YouTube https://youtu.be/K4J0srq9qAg?t=139 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
blaming bad luck for your failures all the time. I mean sometimes I suppose it's accurate but usually there's something you could have done about it. And what's interesting though is that luck itself is also manipulatable, right? So it's like we can increase our luck of course. Like if you never go outside, uh the likelihood, so if we're

[2:41] YouTube https://youtu.be/K4J0srq9qAg?t=154 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
just in luck in terms of chance, if you say it differently, the chance that you meet someone who's going to change your life is very low, right? If you go on a 100red dates, uh you know, a year, the likelihood that you meet or the chance that you meet a girl that you like is significantly higher. And so people will

[2:55] YouTube https://youtu.be/K4J0srq9qAg?t=168 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
complain that they never met the girl of their lives, but they didn't never created the opportunity for luck to occur. Yeah. There's less not enough surface area for luck. 100%. And so it's like how do I increase my luck surface area? And there's different vectors that you can do that. Um but one of the most

[3:07] YouTube https://youtu.be/K4J0srq9qAg?t=180 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
basically more than when the luck falls their way, it might also spill into me. Right. Yeah. Right. Right. The halo effect. I like that. Real quick, if you're a business owner and you're not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is

[3:27] YouTube https://youtu.be/K4J0srq9qAg?t=200 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business

[3:41] YouTube https://youtu.be/K4J0srq9qAg?t=214 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with

[3:55] YouTube https://youtu.be/K4J0srq9qAg?t=228 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a

[4:08] YouTube https://youtu.be/K4J0srq9qAg?t=241 || You’re Not Making as Much Money as You Want Because You’re Not as Good as You Think
call with my team and we will look into the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Social Media is About To Change Forever
URL: https://youtu.be/KKChb9hAuCQ
PRIMARY_TOPIC: content
TOPICS: content, content

[0:00] YouTube https://youtu.be/KKChb9hAuCQ?t=0 || Social Media is About To Change Forever
I had a conversation with a mega influencer. I don't think you would mind um with Mr. Beast a few weeks ago and we were talking about kind of like the future of media and content. And so one of the things that he was just talking about was um this soccer game that came up uh that they do like UK versus US.

[0:17] YouTube https://youtu.be/KKChb9hAuCQ?t=10 || Social Media is About To Change Forever
And I I've never watched the game, but you might have seen some like YouTube videos about it. So what ends up happening is that they have all these different celebrities or influencers from different platforms, right? And so starting from the lowest I'm going to use I'm going to use my little drawing again. The lowest people

[0:33] YouTube https://youtu.be/KKChb9hAuCQ?t=26 || Social Media is About To Change Forever
on this little totem pole. They would walk out in the stadium and this became the kind of the def de facto like measuring stick for who had who had the most cool points, right? These are the A-listers. Okay. And so this is your typical kind of celebs from like movies and like 90s and the 2000s or whatever,

[0:48] YouTube https://youtu.be/KKChb9hAuCQ?t=41 || Social Media is About To Change Forever
right? People like they recognize because they're celebs, but like they don't have like huge I guess they have some media presence, but it's more like traditional media. The level of applause for these guys was almost nothing. barely anyone cared. So then the next level that came up was the shorts, the shorts creators. So this

[1:07] YouTube https://youtu.be/KKChb9hAuCQ?t=60 || Social Media is About To Change Forever
is your like only Tik Tockers or people who only make reals but like only short videos. Okay. Um and so they had a little bit more applause on the applause meter compared to the A-listers. Then then the long form guys came out and this is when the audience got way rowdier. All right. So, this is your

[1:28] YouTube https://youtu.be/KKChb9hAuCQ?t=81 || Social Media is About To Change Forever
podcasters, your YouTubers, the people who make long form pieces of content. And I'm going to pause here for a second to kind of like highlight why I think this is. So, I don't think there's anything wrong with shorts. We make tons of shorts. But I see the purpose of shorts as many times a way to get

[1:45] YouTube https://youtu.be/KKChb9hAuCQ?t=98 || Social Media is About To Change Forever
someone to watch along, right? They watch a couple a couple shorts and then think, "Okay, this guy seems legit or this gal seems legit. I'm going to risk my time because that's the risk. They're making an investment, right? You're making an investment today. I'm a risk that I'm going to get a good return on

[1:57] YouTube https://youtu.be/KKChb9hAuCQ?t=110 || Social Media is About To Change Forever
this, right? And so shorts then lead to longs. But let me show you the difference from an influence perspective. How many reinforcing cycles do you think you can have in 30 seconds compared to two hours? It's like not even close, right? And so if someone watched two 1-hour pieces of content for me, period,

[2:16] YouTube https://youtu.be/KKChb9hAuCQ?t=129 || Social Media is About To Change Forever
okay, two 1 hour pieces, 120 minutes for them, for me to get that same level of exposure and kind of cycles of reinforcement with a prospect, right? and they were only consuming shorts, right? Let's say my average short Michael, do you know what my average short is lengthwise? 15 seconds. Let's say 15 for math sake. Okay, let's say

[2:33] YouTube https://youtu.be/KKChb9hAuCQ?t=146 || Social Media is About To Change Forever
it's 15 seconds. So that means it's four shorts per minute. So if I have 120 minutes for longs, I have to do someone would have to watch 480 shorts to have the same level of exposure as watching two hours with me. And think about how how important this is. like what were the things that people said like this was the quote

[2:53] YouTube https://youtu.be/KKChb9hAuCQ?t=166 || Social Media is About To Change Forever
podcast election right this one that just happened Trump went on and I don't care about the politics behind it but I do care about influence and persuasion and so like why is it that the the I think I think my opinion the two podcasts that I think really nudged this election my opinion is the Trump three-hour plus podcast that he did with

[3:13] YouTube https://youtu.be/KKChb9hAuCQ?t=186 || Social Media is About To Change Forever
Rogan like a week or whatever it was before before November is it November 4th I think it's November 4th 11th November nomber 11th. You guys already know. I'm sure someone in the comments can correct me. Okay, you've got I think that was a huge influential event. And I think um I think Elon getting on uh

[3:30] YouTube https://youtu.be/KKChb9hAuCQ?t=203 || Social Media is About To Change Forever
Tucker Tucker Carlson and doing that interview. I think those two interviews were some of the interviews that really nudged the election. And again, I don't care who you voted for. It doesn't matter to me. Um I just again, I think about this from marketing persuasion, okay? And so because of that, audiences

[3:44] YouTube https://youtu.be/KKChb9hAuCQ?t=217 || Social Media is About To Change Forever
who were not sure got to spend three hours with a presidential candidate and as a result, it just nudged some of them in the direction to ultimately vote. Okay, now back to our little story. So A-listers have almost no applause. Shorts have slight applause. Longs have legit applause. Then the live streamers

[4:12] YouTube https://youtu.be/KKChb9hAuCQ?t=245 || Social Media is About To Change Forever
When the live streamers came out, it was like the entire auditorium or stadium or arena erupted. And when I heard that, it was such a visual example of of just like I mean we have this saying which is like butts and seats, right? Like if you like some some of you guys who are watching this have have some level of of of following or

[4:35] YouTube https://youtu.be/KKChb9hAuCQ?t=268 || Social Media is About To Change Forever
you make some sort of content, whatever. And some guys you who who don't like you might as well get started, right? But if you just make a bunch of like meme content, right? You demonstrate almost none of these things, right? You demonstrate no status. You you you give no people any directions on what to do. So they get no

[4:52] YouTube https://youtu.be/KKChb9hAuCQ?t=285 || Social Media is About To Change Forever
positive results as as as a result in their life as it relates to whatever domain they care about. You're not demonstrating any kind of credibility. And maybe you have some element of likeness. that one you might have some element of likes and some that might come from from a meme sort of uh uh content, right? And so what happens is

[5:08] YouTube https://youtu.be/KKChb9hAuCQ?t=301 || Social Media is About To Change Forever
some of you guys are chasing views when what I think you want is you want to have prospects who are more likely to comply with a future request, right? And so we need to change our behavior to maximize the likely that occurs, right? And so in in looking at this thing, this is why I'm I'm telling you like showing

[5:26] YouTube https://youtu.be/KKChb9hAuCQ?t=319 || Social Media is About To Change Forever
my cards. Um, I'm going to be doing more live streams. And I think it's also, and this is me like outside of SPCL, but I think like meta themes overall, is that I think that the internet will always move towards truth. And so I think the A-listers, everything's super curated, everything's super polished, it's photoshopped, it's

[5:44] YouTube https://youtu.be/KKChb9hAuCQ?t=337 || Social Media is About To Change Forever
scripted, right? And as you move closer this way, it's rawer. Like you have a three-hour podcast, like they're not scripted, right? Or most of them aren't, right? Um, streaming it's like, yeah, we're live, right? I can't do anything like we're live. And so this idea of of how can we approximate the rawest

[6:04] YouTube https://youtu.be/KKChb9hAuCQ?t=357 || Social Media is About To Change Forever
reality of you us hanging out right and actually going through this stuff. Um I think that is what will unlock the most influence as long as you are still including these SPCL elements into it. And I think that's the marriage, right? How do I do SPCL and do it as many times as I possibly can? That's the idea. And

[6:26] YouTube https://youtu.be/KKChb9hAuCQ?t=379 || Social Media is About To Change Forever
so live streaming provides that that opportunity. Now let's also think about this from a context of volume, right? So whether you like them or not, Rogan, tremendous influence, right? To the same degree, PBD, tremendous influence. Uh Dave Ramsey, tremendous influence. What is it that these guys have in common?

[6:42] YouTube https://youtu.be/KKChb9hAuCQ?t=395 || Social Media is About To Change Forever
Right? What is it they have in common? They're putting out hours of content every single day. So you guys want to hear something a little bit mind-blowing? So, I said earlier that we had 35,000 pieces of content, right? Now, I hear plenty of times there's tons of, you know, $1 million businesses, $2

[6:58] YouTube https://youtu.be/KKChb9hAuCQ?t=411 || Social Media is About To Change Forever
million businesses, things like that. They put out one piece of content a day, right? And there's nothing wrong with that. That's 365 pieces of content a year. And if you think about the size of acquisition.com in terms of our revenue, right, compared to somebody who's doing one or $2 million a year and they're

[7:12] YouTube https://youtu.be/KKChb9hAuCQ?t=425 || Social Media is About To Change Forever
doing 365 pieces of content, we're just quite literally doing a hundred times more. That's it. Like we're literally just doing a hundred times the volume. And as a result of that 100 times the volume, what do you think's happening? We get a hundred times the prospect. And so a lot of like like people want to try and like

[7:33] YouTube https://youtu.be/KKChb9hAuCQ?t=446 || Social Media is About To Change Forever
outsmart themselves and thinking that they can like not do the work that's required, but it's actually far more linear than you would expect. So like we just know that like one out of 10, you know, shorts is going to go, you know, is going to be a two or three outlier. We just know what that math looks like.

[7:47] YouTube https://youtu.be/KKChb9hAuCQ?t=460 || Social Media is About To Change Forever
Same thing for longs, right? Right? And so it's like, how do I just jam as much into that input output machine as I possibly can? And as long as I'm checking these boxes, like I'm making the right kind of content, then you're going to get the right kind of prospects. All right? So, I'll give you one more nugget and then I'll I'll open

[8:02] YouTube https://youtu.be/KKChb9hAuCQ?t=475 || Social Media is About To Change Forever
up I'll open up uh for discussion. And I I love Dave, by the way, for those of you like Dave's a G. Dave's been doing like I don't care who you are, you have to respect that man's level of effort. Like he's been doing this for I don't know 40 years. 40 years he's been putting out three hours a day of

[8:20] YouTube https://youtu.be/KKChb9hAuCQ?t=493 || Social Media is About To Change Forever
content. It's like I don't care what you think about him. Like the guy works and he's consistent. And the thing is is and he'll be the first to say. He's like, it's not like I'm Superman or I'm not like, you know, some rocket scientist here. He's like, but the guy is consistent. And like I'm telling you,

[8:36] YouTube https://youtu.be/KKChb9hAuCQ?t=509 || Social Media is About To Change Forever
like if you can unlock consistently consistency, like you can become an incredibly dangerous competitor. It's just it's just it's wildly underestimated. And so for those of you who are like starting right now, like start like like start you you will you will not make less money by letting more people know about your stuff. Period.

[8:54] YouTube https://youtu.be/KKChb9hAuCQ?t=527 || Social Media is About To Change Forever
Full stop.


VIDEO
TITLE: Everyone is jealous of what you’ve got. No one is jealous of how you got it.
URL: https://youtu.be/KPJDBNqQRa0
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/KPJDBNqQRa0?t=0 || Everyone is jealous of what you’ve got. No one is jealous of how you got it.
Jimmy Carr broke my brain with this one. Everyone is jealous of what you've got. No one is jealous of how you got it. I love that quote. My god. People see the trophies, but not the training ground. Everybody wants the view, but no one wants the climb. I love it. But the people who win love the climb and the real mountain has no peak.

[0:32] YouTube https://youtu.be/KPJDBNqQRa0?t=25 || Everyone is jealous of what you’ve got. No one is jealous of how you got it.
And so the view is always present the whole way up the climb. And it seems to me to push back there, it seems to me like a lot of the time you're head down, the pleasure comes from the climb, not the view. Sure. For you. Uh again, maybe sort of uh non-typically constructed from a psychological perspective. That was

[0:54] YouTube https://youtu.be/KPJDBNqQRa0?t=47 || Everyone is jealous of what you’ve got. No one is jealous of how you got it.
nice. That was diplomatic. Um, uh, so what would you say? And this is something that I think, you know, with these episodes that we do, I often want to try and get you to push a little bit more to adapt your ideas and your insights for people who maybe do have a little bit more of that emotionality that comes through to try and sort of soften this up. Look, I understand that people need more degrees of freedom than me typically. I

[1:21] YouTube https://youtu.be/KPJDBNqQRa0?t=74 || Everyone is jealous of what you’ve got. No one is jealous of how you got it.
understand that people probably can't get themselves to the level of work that I can. So, do you ever sort of play with that idea of okay, what does a little bit of view taking in look like whilst we're climbing? I think a lot of the discontent comes from the judgment people have about what they should or should not do along the

[1:46] YouTube https://youtu.be/KPJDBNqQRa0?t=99 || Everyone is jealous of what you’ve got. No one is jealous of how you got it.
way. And so they take my description as prescription for what they should do. So I describe my life and then people think I'm prescribing what they should do. And it couldn't be further from the truth. If you want to take a break at every two steps and take in the view, do it. I mean, in four generations, no one will

[2:06] YouTube https://youtu.be/KPJDBNqQRa0?t=119 || Everyone is jealous of what you’ve got. No one is jealous of how you got it.
remember your name. And so enjoy the view if you feel like it. I just happen to enjoy how much I can see that I can do. That's what I enjoy. And I and I feel like I am most present when I work. And so I'm not going to go on to work life balance whatever cuz we already know where that conversation goes. But people have a harder time accepting that

[2:32] YouTube https://youtu.be/KPJDBNqQRa0?t=145 || Everyone is jealous of what you’ve got. No one is jealous of how you got it.
someone can just work all the time and and truly love it. And I define that by there's nothing else I would rather do at any time. And so for me, I feel like I exercise absolute freedom in my life. And freedom is reinforcing for all species, dogs, cows, fish, humans. Freedom is one of the re most positively reinforcing thing that people have that everyone wants. Freedom.

[3:00] YouTube https://youtu.be/KPJDBNqQRa0?t=173 || Everyone is jealous of what you’ve got. No one is jealous of how you got it.
3 minutes Everybody wants to be able to say you, right? But once you say you, you have to do something because you can't just stay stand there and saying you over and over again for hours for the rest of your life. You start to do something. And that thing that you choose to do after you do after you say you is what you want to do. Real quick, if you're a

[3:15] YouTube https://youtu.be/KPJDBNqQRa0?t=188 || Everyone is jealous of what you’ve got. No one is jealous of how you got it.
business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how

[3:31] YouTube https://youtu.be/KPJDBNqQRa0?t=204 || Everyone is jealous of what you’ve got. No one is jealous of how you got it.
they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter

[3:48] YouTube https://youtu.be/KPJDBNqQRa0?t=221 || Everyone is jealous of what you’ve got. No one is jealous of how you got it.
what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.comroadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just

[4:04] YouTube https://youtu.be/KPJDBNqQRa0?t=237 || Everyone is jealous of what you’ve got. No one is jealous of how you got it.
book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: The Only Thing That Will Protect Your Business from AI
URL: https://youtu.be/KQb-jMJjPcU
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/KQb-jMJjPcU?t=0 || The Only Thing That Will Protect Your Business from AI
In the world of AI, your brand is your moat. All right. Now, this is not going to be news to some of you, and for some of you, this hopefully hopefully is news to none of you. Um, but if it is news, welcome to 2026. So, if if if that's the case, because services and and and products can become increasingly

[0:14] YouTube https://youtu.be/KQb-jMJjPcU?t=7 || The Only Thing That Will Protect Your Business from AI
commoditized and listed goals and content, things like that are are easy to reproduce, how can you build a brand, right? So, branding, the act of it is who and what you associate with that is what will matter. And so in a world of AI, you have to be thinking about this. And so if you're a local business, for

[0:32] YouTube https://youtu.be/KQb-jMJjPcU?t=25 || The Only Thing That Will Protect Your Business from AI
example, your brand will be mostly word of mouth and the reviews about you online. That's what the reality is. But just about every other business, it's that plus all of the content that you're making publicly, right? And so this is just the the the most to the point version of this that I can give you,

[0:48] YouTube https://youtu.be/KQb-jMJjPcU?t=41 || The Only Thing That Will Protect Your Business from AI
which is as always, give away the secrets, sell the implementation. People do not want to do the work for whatever it is that you're showing. Whether you're showing them how to fix toilets, they'll just call you to do their plumbing. If you're telling them how to fix relationships, they're still going

[1:00] YouTube https://youtu.be/KQb-jMJjPcU?t=53 || The Only Thing That Will Protect Your Business from AI
to call you to help them fix their relationship. If you're telling them how to fix their business, they'll call you to help them fix their business. Right? People do not want to do the work or they don't want to do it alone. Key, myself included. I will always pay to go faster and decrease risk so they don't

[1:15] YouTube https://youtu.be/KQb-jMJjPcU?t=68 || The Only Thing That Will Protect Your Business from AI
have to do backtracks. Like, I get the DIY. I will consume something and be like, "This person clearly knows what they're talking about. I will pay to go faster and I will pay to have you take this generic thing, make sure it's applied to my business so that it's right because I don't want to pay the

[1:28] YouTube https://youtu.be/KQb-jMJjPcU?t=81 || The Only Thing That Will Protect Your Business from AI
tax of ignorance. And so if you know this to be true, then the question is if I want to build a brand in 2026, I want to think about what are the curated associations that I want to make that will reinforce the position that I want to have in my prospect's minds. What things do they like that I want them to

[1:48] YouTube https://youtu.be/KQb-jMJjPcU?t=101 || The Only Thing That Will Protect Your Business from AI
think of me when they think of that? And so that's what we want to do. So what do you think we're going to do? I'm going to do a lot more business fixing next year. And I have to build a lot more infrastructure in order to do that. But it's going to be demonstration of skill, right? What's something that very few

[2:01] YouTube https://youtu.be/KQb-jMJjPcU?t=114 || The Only Thing That Will Protect Your Business from AI
people can do in your market that you can demonstrate better than anyone else? Do that. Do as much of it as you possibly can. Do it until your eyes bleed because the market won't even know you exist by the time you're getting tired of it. Real quick, if you're a business owner and you are not growing

[2:13] YouTube https://youtu.be/KQb-jMJjPcU?t=126 || The Only Thing That Will Protect Your Business from AI
as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it.

[2:29] YouTube https://youtu.be/KQb-jMJjPcU?t=142 || The Only Thing That Will Protect Your Business from AI
And so, we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[2:42] YouTube https://youtu.be/KQb-jMJjPcU?t=155 || The Only Thing That Will Protect Your Business from AI
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.comroadmap, plug in your business information, and if you want us to actually help you

[2:56] YouTube https://youtu.be/KQb-jMJjPcU?t=169 || The Only Thing That Will Protect Your Business from AI
deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: 5 Ways To Increase Lead Quality (ALEX HORMOZI)
URL: https://youtu.be/Kk6Vdfdwmxw
PRIMARY_TOPIC: content
TOPICS: content, leads,content

[0:00] YouTube https://youtu.be/Kk6Vdfdwmxw?t=0 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
So, uh quick uh thing that just came up recently. Um I was asked uh to explain what uh are the ways to increase lead quality. Uh and so there are five ways uh that you can increase lead quality. And so this is if you were like, man, my leads are weak or I want my leads to be higher quality or people are complaining

[0:17] YouTube https://youtu.be/Kk6Vdfdwmxw?t=10 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
to you, whatever, right? There's five ways to do this. Now, that being said, the monetization structure behind it, uh you're going to want to play with these variables so that you can optimize your throughput so you can get the most amount of sales or most amount of cash up front depending on whatever it is

[0:29] YouTube https://youtu.be/Kk6Vdfdwmxw?t=22 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
that you're optimizing for. All right? So, it's not to say that you should do all five of these things because sometimes you are going to be leaving a lot of money on the table because ultimately you want to remove as few of these or sorry, as many of these as you can because they're all uh bottlenecks

[0:42] YouTube https://youtu.be/Kk6Vdfdwmxw?t=35 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
on the amount of volume you're going to get. And so, each of these will increase quality but typically decrease volume. And so these are the trade-offs that you'll do in the marketing side uh that these are the variables that you'll play with in order to get the uh the optimal setup for uh for sales. All right. So

[0:56] YouTube https://youtu.be/Kk6Vdfdwmxw?t=49 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
without further ado, the five ways uh that you can increase lead quality. Uh number one, uh your targeting. All right, so the targeting uh you can do this in a couple ways. One is you can just do it by zip code. Other you can do it by uh by income level or profession. Uh those are all things that you can do

[1:12] YouTube https://youtu.be/Kk6Vdfdwmxw?t=65 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
to immediately increase lead quality. If you go to only the rich zip codes, you're going to have uh you know higher quality leads in general, right? That being said, uh if you're doing those zip codes, just understand that other people are also marketing those zip codes and they will probably also be more

[1:26] YouTube https://youtu.be/Kk6Vdfdwmxw?t=79 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
expensive and your volume will be lower. So there's number one is the targeting, right? Number two is the number of steps that they have to jump through, right? If someone has to do 10 steps in order to get on the phone with you versus one step, they're going to be more qualified because they took more action. So

[1:39] YouTube https://youtu.be/Kk6Vdfdwmxw?t=92 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
they're more in pain and they're more likely to want to uh work with you, right? or they were more compelled by the offer headlines etc. So that will increase the lead quality as well. Uh number two is get sorry number three excuse me is the uh the nature of the offer. All right so a free offer versus

[1:53] YouTube https://youtu.be/Kk6Vdfdwmxw?t=106 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
a paid offer uh or a free amazing giveaway uh compared to a click here to schedule a sales call is going to create a very different type of prospect. Right? Not all leads are created equal. And so um if you're having someone opt in for a giveaway, you will have more volume by a ton. Um, and so that's why

[2:12] YouTube https://youtu.be/Kk6Vdfdwmxw?t=125 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
there's so much emphasis on the monetization structure behind it or the mousetrap that you've built in order to like if you have a giveaway there. I've I know plenty of people in the industry that do giveaways and crush it because they have a good mousetrap behind it and they take advantage of the volume. Um,

[2:24] YouTube https://youtu.be/Kk6Vdfdwmxw?t=137 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
but if you don't do a giveaway and you do a straight to call, then that person is going to be more qualified than somebody who is opting in for just like a giveaway or whatever, right? Uh, the fourth is going to be an application, right? So, if you have application is sort of the same thing as adding a step,

[2:39] YouTube https://youtu.be/Kk6Vdfdwmxw?t=152 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
but it's different enough that I figured it was worth mentioning. So, you can have like four pages in a row that only require one checkbox. Uh, or you can have one page that has a lot of questions on it, right? And so, and the nature of the application, you have lots of paragraph question answers. It's

[2:52] YouTube https://youtu.be/Kk6Vdfdwmxw?t=165 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
going to be more work and therefore a higher quality lead compared to lots of checkboxes and ABC, right? Type questions and answers for the application. So that's uh another thing that you can do to implement uh to increase the quality of the leads that are coming through. Simply adding an application before they have access to

[3:08] YouTube https://youtu.be/Kk6Vdfdwmxw?t=181 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
you will increase the quality of lead. And you can also there's a lot of psychology behind the questions that you're asking the application. So getting them to state their goal, getting them to state that they have a problem. Uh getting to understand what their biggest unknowns are and the things that they're struggling with. Uh

[3:21] YouTube https://youtu.be/Kk6Vdfdwmxw?t=194 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
understanding that you know setting the precedent that there is going to be an expense. Are they willing to invest in you know in in a solution for their problem? And if you want to and have big balls, which I would encourage you to do, um, put some sort of minimum amount. If your if your if your thing's, you

[3:34] YouTube https://youtu.be/Kk6Vdfdwmxw?t=207 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
know, let's say your thing's a thousand bucks, say, "Hey, are you willing to spend at least $500 on the thing?" It doesn't mean it has to be that, but at least it gets them in the ballpark around where you're going to be, right? And then, um, finally, uh, the fifth thing that you can do to increase the

[3:48] YouTube https://youtu.be/Kk6Vdfdwmxw?t=221 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
quality of the leads is provide value first. All right? So, this is going to be the actual content of the advertisement itself and the video itself. So, if you have a video that's incredibly compelling um but doesn't necessarily uh explain anything uh or add value to the consumer, then you might get lots of leads, but the quality

[4:06] YouTube https://youtu.be/Kk6Vdfdwmxw?t=239 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
and might not as be as high versus a video that might be five minutes long and provides a tremendous amount of value, tactical importance that they can immediately implement in their lives. Uh then that person uh might be more qualified if they come in because they're like you, this person has already provided me value. I already

[4:20] YouTube https://youtu.be/Kk6Vdfdwmxw?t=253 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
know that they're good at what they do. And so it gives you a more authoritative positioning um in the prospect's mind uh so that they uh will be more likely to give you money. All right. So uh there's lots of ways to increase quality of the lead. The the tradeoff and where you have to come in as a business owner, not

[4:37] YouTube https://youtu.be/Kk6Vdfdwmxw?t=270 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
just a marketer, is understanding how your business model works behind it. My two cents on this is that I try and start with the biggest widest net as possible and then work backwards. And so what I mean is I just want to get flow. Once I get flow, then I'm going to try and create a series of offers and

[4:53] YouTube https://youtu.be/Kk6Vdfdwmxw?t=286 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
upsells on that flow uh that will allow me to make more money on the customer because the worst thing in the world is not having any flow to begin with. And so I would rather start with a much wider net and then create a series of offers and indoctrination sequences and preframes that after I get the flow uh

[5:11] YouTube https://youtu.be/Kk6Vdfdwmxw?t=304 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
will get someone to give us more money. And typically if you are good about your sales engineering uh and choreography behind the behind the opt-in behind the application behind the call that's the model itself then you should know what your numbers are on let's say a free trial or somebody who downloads a lead

[5:28] YouTube https://youtu.be/Kk6Vdfdwmxw?t=321 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
magnet or whatever it may be you should know that for every $1 I put in here at day 15 I'm at $1. At day 30 I'm at $ three and a half dollars. At day 60 I'm at $7. If you don't have those numbers, it will be much more difficult to make decisions about your marketing uh without that. And so all that being

[5:46] YouTube https://youtu.be/Kk6Vdfdwmxw?t=339 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
said, uh the time to use these five increasing in quality uh type applications is when you have so much volume and the the quality of the prospects is so low that you are willing to sacrifice half the throughput or a third of the throughput on the advertising to either get uh a higher higher ticket or uh to accommodate for

[6:10] YouTube https://youtu.be/Kk6Vdfdwmxw?t=363 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
your operational capacity. Right? If I can get, let's say I I'm booking some sort of national campaign and I'm going uh straight to call. If my team can't handle as many and I don't mind doubling my lead cost uh to get to put a fence up uh because I I I can't even handle the flow that's coming in, then in that

[6:28] YouTube https://youtu.be/Kk6Vdfdwmxw?t=381 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
instance, it would be worth it for me to double my lead cost because it doesn't matter as as much to me and I I can't handle the operational flow. Um but for me personally, I tend to start with the biggest net and then try and see what I can do on the back end. put the onus or the responsibility on the model and the

[6:43] YouTube https://youtu.be/Kk6Vdfdwmxw?t=396 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
monetization structures and the sales sequence so that I can afford whatever I want and then ultimately have a high volume high ticket sale or mid-t type business. And we've rinse and repeat that exact same model in brick-andmortar for the gym. We've done it for the supplement company. We've done it for

[7:01] YouTube https://youtu.be/Kk6Vdfdwmxw?t=414 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
gym launch. We've done it for uh now the online uh the online fitness model that we are getting all of our you know seven figure gym owners to walk away from and go into because they're simply making more money. They're able to get the same average price point on these clients as they were before except they're able to

[7:18] YouTube https://youtu.be/Kk6Vdfdwmxw?t=431 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
get an unlimited lead flow and the average the cost per lead is about a fifth, right? And so as long as we can make the machine behind it work, which took us three or four iterations to get it really tweaked and we continue to do so, um, put the onus on the model rather than on the marketing and typically

[7:33] YouTube https://youtu.be/Kk6Vdfdwmxw?t=446 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
you'll make more money. That's just been my personal experience and I hopefully um, that provides value for you. So otherwise, hope you have a amazing Thursday. I hope that gave you five different ways you can increase lead quality if you need it. Um, for many times though, you just need to look behind the lead at the monetization

[7:47] YouTube https://youtu.be/Kk6Vdfdwmxw?t=460 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
system that they're coming into to make sure that you can afford the traffic rather than trying to tweak the front end. So, um, maybe it was giving you an answer without giving you an answer or giving you the five things even though you might not actually need that. It's usually the model itself. But um if you

[8:01] YouTube https://youtu.be/Kk6Vdfdwmxw?t=474 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
do have an issue of having too much traffic and the people aren't qualified and you're willing to increase how much uh you pay per show um or you don't have the operational capacity, then adding one, two, three, four, five of these qualifiers in uh is an easy and fast and reliable way to increase the quality of

[8:16] YouTube https://youtu.be/Kk6Vdfdwmxw?t=489 || 5 Ways To Increase Lead Quality (ALEX HORMOZI)
the leads coming in. So otherwise, have an amazing day and I'll catch you guys on the flip side.


VIDEO
TITLE: Watch This To Generate 1000s of Leads (In Any Niche)
URL: https://youtu.be/Mst4hreQYl0
PRIMARY_TOPIC: content
TOPICS: content, leads,content

[0:00] YouTube https://youtu.be/Mst4hreQYl0?t=0 || Watch This To Generate 1000s of Leads (In Any Niche)
What if I told you there were a way that you could get more leads than you're currently getting? Sell more of those leads overall without increasing any of your advertising at all. I'm Alexi. I own acquisition.com. It's a portfolio of companies that last year did over $250 million in aggregate revenue. And the strategy I'm going to share is something that most businesses don't do and the few businesses that do it do it wrong. And

[0:21] YouTube https://youtu.be/Mst4hreQYl0?t=14 || Watch This To Generate 1000s of Leads (In Any Niche)
so most people send traffic to their website and immediately ask people to buy something or just like submit for a quote. But here's the problem. I'm like, most visitors aren't ready to buy yet and so they just leave and they never come back. I mean, if you think about it for you, I often don't go to sites that I'm just just finding out about where it says submit for quote.

[0:37] YouTube https://youtu.be/Mst4hreQYl0?t=30 || Watch This To Generate 1000s of Leads (In Any Niche)
I'm just like, ah, that's a lot, right? And so, what I'm about to show you has generated many millions of dollars across our portfolio companies and I've used it in every business we've invested in and ones that I haven't invested in. And so, in this video, I'm going to show you what it is, why it matters, and how

[0:54] YouTube https://youtu.be/Mst4hreQYl0?t=47 || Watch This To Generate 1000s of Leads (In Any Niche)
to implement in your business. So, what is it? A few months back, I did a deep dive with Ashley, who is a fashion personal stylist, right? And so, when we went to her site, she had the classic, you know, just book a call, right? CTA or just ask for a quote. But the thing is is that that really only works if you

[1:13] YouTube https://youtu.be/Mst4hreQYl0?t=66 || Watch This To Generate 1000s of Leads (In Any Niche)
already have an informed audience. So, if people already know who you are, they've already gotten value from you, then you can for sure just say, "Hey, come buy my thing or come find out more." Right? But if you're sending traffic there and you don't have as much traffic or it's not as warm, then you want to have something that is a better

[1:30] YouTube https://youtu.be/Mst4hreQYl0?t=83 || Watch This To Generate 1000s of Leads (In Any Niche)
reason for them to give their contact information. Because if you think about like what is the objective of submit for a quote or book a call, the only objective of that step is to capture their contact information and then if you have a booking to get them to book automatically, but fundamentally it's a lead capture objective. We should then ask ourselves, well, is there anything else we could do that would increase the

[1:50] YouTube https://youtu.be/Mst4hreQYl0?t=103 || Watch This To Generate 1000s of Leads (In Any Niche)
likelihood that we would capture the lead as long as the way that we're capturing the lead indicates that they'd be interested in buying our stuff. To be clear, what I'm suggesting is that you offer something kind of like a mini offer that's a complete solution to a narrow problem. And so, it's typically lower cost or free just to see who's

[2:09] YouTube https://youtu.be/Mst4hreQYl0?t=122 || Watch This To Generate 1000s of Leads (In Any Niche)
interested and raises their hand, right? And then once you solve the problem, once that little mini offer solves it, it reveals another problem that's solved by your core offer. And this is important because leads interested in lowerc cost or free offers now are more likely to buy a related higher cost offer later. And if that sounded really

[2:29] YouTube https://youtu.be/Mst4hreQYl0?t=142 || Watch This To Generate 1000s of Leads (In Any Niche)
well said, it's because I wrote it ahead of time on page 31 in the leads book. I talk about this concept in the book at length. And it's because so many businesses lack this. And I think part of it is because you can show that you have success if you just say, "Hey, come buy my thing." But if you want to

[2:46] YouTube https://youtu.be/Mst4hreQYl0?t=159 || Watch This To Generate 1000s of Leads (In Any Niche)
dramatically increase the number of customers that you have access to, then if you have, like I said, you know, let's say you have 10 people that you say, "Hey," or let's say 100 people. So you have 100 people and you say, "Hey, come buy my thing." Right? Maybe you get one of those people to raise their hand and say, "Yay, you can I'll give you

[3:03] YouTube https://youtu.be/Mst4hreQYl0?t=176 || Watch This To Generate 1000s of Leads (In Any Niche)
money. Here's my big bag of money. Yay." Right? I'll do that. But if we have those same hundred people and we say, "Hey, you don't have to buy anything. I just want to help you out." And then after we help them out, we say, "Hey, now do you want to buy something?" Then all of a sudden, we're going to get that many people with our little money sign,

[3:20] YouTube https://youtu.be/Mst4hreQYl0?t=193 || Watch This To Generate 1000s of Leads (In Any Niche)
but we might get three to five times that amount of people. And that's where the real magic is. And so the beauty of this is that you're actually not going to get more traffic. You're just going to convert a higher percentage of it. And this is why it's such an easy strategy for businesses to do. And you can do it immediately. you don't have to spend any more money on marketing. It literally just drops to your bottom

[3:38] YouTube https://youtu.be/Mst4hreQYl0?t=211 || Watch This To Generate 1000s of Leads (In Any Niche)
line. Like if you improve conversion, you just make more money. So, let me tell you the first time I had this big breakthrough for myself. So, in April of 2016, I paid, you know, $25,000 to be in this group and everybody there told me to do a webinar. And I did a webinar and it didn't work. Now, to be clear, so let's say that webinars didn't work. I didn't have the skill at the time to do one. And so, I saw this dude just

[3:57] YouTube https://youtu.be/Mst4hreQYl0?t=230 || Watch This To Generate 1000s of Leads (In Any Niche)
scrolling on my on my feed that said free case study on how I spent $1 and made $120,000 in a weekend. Right? So, I saw this case study and I was like, "Huh?" And so when I when I opted in and watched it, the guy just did a screen recording of like how he did it. And I was like, "Well, that's pretty cool." I was like, "I could do that, right?" And so I swapped out my webinar for just a

[4:16] YouTube https://youtu.be/Mst4hreQYl0?t=249 || Watch This To Generate 1000s of Leads (In Any Niche)
video with a headline that said, "Free case study, how we added 213 members to a gym and $112,000 in San Diego, right? To a small gym in San Diego." And as soon as I did that, the next morning, Ila asked me, she's like, "What did you do?" And I was like, "What? What happened?" And she was like, "My calendar's full." I was like, "Really?"

[4:33] YouTube https://youtu.be/Mst4hreQYl0?t=266 || Watch This To Generate 1000s of Leads (In Any Niche)
My lesson on that was like, cuz a webinar could be perceived as a lead magnet depending on how it's positioned. The thing is is that the more advanced your audience, the more they'll probably understand it's a sales pitch. So, the less likely it's to convert to a more business owner audience or more sophisticated audience. But when I just said, "Hey, here's this thing. Consume it on your own time. Let me just show

[4:51] YouTube https://youtu.be/Mst4hreQYl0?t=284 || Watch This To Generate 1000s of Leads (In Any Niche)
you what I did." A lot of people were really interested in that. And they were way more willing to exchange their contact information. And so, even if, for example, you say, "You know what? I am going to give up, you know, a little a little lead magnet, if you will, on the front end. If it doesn't work, it

[5:03] YouTube https://youtu.be/Mst4hreQYl0?t=296 || Watch This To Generate 1000s of Leads (In Any Niche)
doesn't mean lead mags don't work. It just means that that lead magnet didn't work. Just like the headline for an ad, it doesn't mean ads don't work. It just means that that ad didn't work. And so, this is why I'm actually so adamant about testing the wrapping or the packaging of a lead magnet even more

[5:15] YouTube https://youtu.be/Mst4hreQYl0?t=308 || Watch This To Generate 1000s of Leads (In Any Niche)
than the stuff inside of it, right? Because you can change how many people want your lead magnet by 2, three, 10x simply changing the headline of your lead magnet itself rather than changing any of the contents. And so provided the contents do clearly solve a problem for the person, it's really just about how we package it so that they want it. So here's why lead magnets work. So if you

[5:34] YouTube https://youtu.be/Mst4hreQYl0?t=327 || Watch This To Generate 1000s of Leads (In Any Niche)
ever been to Costco, right, why do they have all these food samplers at the end of every aisle, right? On one level, you could say there's some level of reciprocity, but you know, I think I don't know if that's the main reason people then go buy after they have a piece of teriyak chicken. It's because they try it and they're like, "That's

[5:50] YouTube https://youtu.be/Mst4hreQYl0?t=343 || Watch This To Generate 1000s of Leads (In Any Niche)
good. Maybe I'll have more of that." And so there's a number of different types of lead magnets that you can employ that where you give someone a tester is a small piece of something that's much bigger. It's a sample or a trial, right? That's category one. Category two would be a one step in a multi-step process,

[6:08] YouTube https://youtu.be/Mst4hreQYl0?t=361 || Watch This To Generate 1000s of Leads (In Any Niche)
right? So if I say, "Hey, we're going to turn your style around like Ashley does." Well, the first thing you're going to need in that process is going to be like some colors that we can say these go well with you. And so that's the first thing. But once you have the colors, you're like, "Okay, but I don't know what tops and bottoms and how do I do formally and informally." It's like

[6:25] YouTube https://youtu.be/Mst4hreQYl0?t=378 || Watch This To Generate 1000s of Leads (In Any Niche)
you're going to have other problems that are come after that. So you just solve this very specific problem that then leads to other problems. Or the third is what I would just consider the assessment, the revealing of a problem, right? And the the easiest example I can think of is, hey, free website speed test and someone does the test and they realize that their website speed is

[6:43] YouTube https://youtu.be/Mst4hreQYl0?t=396 || Watch This To Generate 1000s of Leads (In Any Niche)
slow, in which case your core offer is how to fix it, right? And so any of these three things or combinations of them can be a really effective lead magnet. So what we're changing is going from asking, "Hey, just buy my thing," to, "Do you want this free thing?" And so then once they've consumed it, you

[7:00] YouTube https://youtu.be/Mst4hreQYl0?t=413 || Watch This To Generate 1000s of Leads (In Any Niche)
can just say, "Hey, did you like the free thing?" Then if you did, you're going to love this paid thing because now you have their contact info. And the main reason that this works is because when someone pays with time now, they're more likely to pay with money later. And so we want them to invest, but we just want to make them have an easier

[7:17] YouTube https://youtu.be/Mst4hreQYl0?t=430 || Watch This To Generate 1000s of Leads (In Any Niche)
investment first, a lower barrier investment, so that increases the likelihood they make a higher investment later. And again, for those of you who are like, man, lead magnets don't work. No, they do. They they totally do. Bad lead magnets don't work. And the problem is when you're starting out, you just

[7:36] YouTube https://youtu.be/Mst4hreQYl0?t=449 || Watch This To Generate 1000s of Leads (In Any Niche)
don't know that you suck. And so then you think this didn't work. So kind of like the example I gave with webinars. Webinars totally work. It was just I didn't have the skill to make a webinar work. I had the skill to make a lead magnet. And so much easier skill to just say, "Hey, let me screen record and show

[7:49] YouTube https://youtu.be/Mst4hreQYl0?t=462 || Watch This To Generate 1000s of Leads (In Any Niche)
you how I ran this campaign and these are the results." Very straight. It was not very difficult for me to do trying to figure out this magical box of like how do I get these people to show and then how do I do this whole razledazzle to get someone to take out their credit card and buy the I was like, "Oh my god,

[8:01] YouTube https://youtu.be/Mst4hreQYl0?t=474 || Watch This To Generate 1000s of Leads (In Any Niche)
this is impossible." But just getting someone to opt in so I can just call them up and say, "Hey, how'd you like that thing? Do you want me to do that thing at your place and I'll give you a risk-free offer so if I don't perform, you don't have to pay?" Not that tough, right? At least significantly easier

[8:13] YouTube https://youtu.be/Mst4hreQYl0?t=486 || Watch This To Generate 1000s of Leads (In Any Niche)
than what I was trying before. And so you're like, "Okay, well maybe maybe you're half half sold on this." Because right now, if you don't have one of these, you were making less money than you otherwise could. And you're making less money than you otherwise could because you're getting fewer leads than you otherwise could get. Now, some of you might be like, "Well, I don't want freebie seekers and tire kickers." Okay.

[8:31] YouTube https://youtu.be/Mst4hreQYl0?t=504 || Watch This To Generate 1000s of Leads (In Any Niche)
Well, guess what? You don't have to give the lead mags to everybody. You can only give to people who are qualified. Crazy. You just add a drop down that makes somebody qualified and then redirect the people who are qualified to the good thing and direct people who are not qualified to the other thing that might they might be qualified for. What other

[8:48] YouTube https://youtu.be/Mst4hreQYl0?t=521 || Watch This To Generate 1000s of Leads (In Any Niche)
objections would you have around this? Well, yeah, I don't want freebie seekers. Well, we can qualify the leads. Duh. Well, I don't want to give away too much value. This is a real thing. Sort of. So, we don't want to give away We don't want to solve the problem our core product solves with the free thing. That should seem obvious, but we do

[9:09] YouTube https://youtu.be/Mst4hreQYl0?t=542 || Watch This To Generate 1000s of Leads (In Any Niche)
absolutely want to solve a problem that leads to our core issue. Basically, we want to make sure that the person is deprived of the thing that we sell and that that deprivation is triggered by solving the first issue. Now, that sounds super complicated, but if you go to a restaurant and eat a big entree,

[9:28] YouTube https://youtu.be/Mst4hreQYl0?t=561 || Watch This To Generate 1000s of Leads (In Any Niche)
and then after you eat the entree, they say, "Hey, do you want another entree?" You might say no. Not because the first thing was bad, but because you already satisfied that need. And so what you might not have satisfied was your dessert, you know, desire. And so at that point, they could sell you the dessert. Now, in a business, we would

[9:43] YouTube https://youtu.be/Mst4hreQYl0?t=576 || Watch This To Generate 1000s of Leads (In Any Niche)
just want the dessert to be significantly more expensive than the entree. And the entree would be able to give away for free or at cost. And so that's the the the big misunderstanding that people have is you want to sell at the point of greatest deprivation. When someone hasn't drank water in a while, that's when you want to sell them the water. But the moment after you give

[10:01] YouTube https://youtu.be/Mst4hreQYl0?t=594 || Watch This To Generate 1000s of Leads (In Any Niche)
them the water is not has no indication of whether your water was good or not. They're just not thirsty anymore. But maybe after they're thirsty, they want some food. And so at that point, you would then sell the food. So you might be thinking, "All right, I get it." And you know, give away something up front and hope that people will likely buy

[10:18] YouTube https://youtu.be/Mst4hreQYl0?t=611 || Watch This To Generate 1000s of Leads (In Any Niche)
after. Got it. But what do I actually give away? So I I briefly touched on those three. Let's dive into them in more detail so you can actually do this. All right. So type one is reveal a problem. All right. I personally love these type of lead magnets. Like if you ever have the opportunity to build one of these for your business, like exceptional. It literally creates deprivation, right? So you just say,

[10:38] YouTube https://youtu.be/Mst4hreQYl0?t=631 || Watch This To Generate 1000s of Leads (In Any Niche)
"Hey, here's a problem that you didn't know existed or you knew it existed. Let me tell you how bad it is." Right? And so just immediately you just increase the deprivation of where they are versus where they could be. Now, bonus points for not only saying you have a problem, but also saying this is what it could look like if you had it solved and

[10:56] YouTube https://youtu.be/Mst4hreQYl0?t=649 || Watch This To Generate 1000s of Leads (In Any Niche)
here's the delta. And so I my favorite B2B example is the the website example I gave, which is, you know, if I'm offering free, you know, free website speed tests to business owners and they didn't know their site was slow and then I say, "Hey, on average for every second of load time, you lose 3% of your

[11:12] YouTube https://youtu.be/Mst4hreQYl0?t=665 || Watch This To Generate 1000s of Leads (In Any Niche)
conversion." And so, right now, we know that our services could take you from a 9-second load time to a 3second load time. That's 18% increase. So what could you do with an increase of 18% of your business? They might be like, "A lot." And I'd be like, "Now relative to your revenue, the 18% increase compared to what I'm charging for websites is

[11:28] YouTube https://youtu.be/Mst4hreQYl0?t=681 || Watch This To Generate 1000s of Leads (In Any Niche)
nothing. How soon do you want me to start?" And so this works great for problems that get worse while waiting, right? Posture analysis, right? If you're like, "Oh man, your posture's bad, but it's only going to get worse." Right? Termite inspections, like they're already active, but it's only going to get worse. Financial audits, hey, your your back on taxes or your cash flow is

[11:45] YouTube https://youtu.be/Mst4hreQYl0?t=698 || Watch This To Generate 1000s of Leads (In Any Niche)
bad. it's only going to get worse, right? Is that you want to have things because that builds in urgency. So that deprivation actually increases with every second after they find out. I'll give you an example. So one of my highest converting ads of all time for Allen, our software company, was four reasons why you'll never have a million-doll agency. And what was crazy

[12:03] YouTube https://youtu.be/Mst4hreQYl0?t=716 || Watch This To Generate 1000s of Leads (In Any Niche)
about that is just increased deprivation for the outcome that most of the people wanted, who we were selling to, which were small SMB lead genen agencies. And so once we listed out the reasons, many of them were like, shoot, all four of these reasons I'm also suffering from. And so if you can be very clear about

[12:17] YouTube https://youtu.be/Mst4hreQYl0?t=730 || Watch This To Generate 1000s of Leads (In Any Niche)
the reasons that they're not going to achieve it, they also will assume that you can help them solve it, which hopefully you can. And so you're going to be incredibly specific on the negatives and then what that allows you to do is be significantly vagger on the positives, which allows you to market

[12:28] YouTube https://youtu.be/Mst4hreQYl0?t=741 || Watch This To Generate 1000s of Leads (In Any Niche)
more compliantly, but also set more realistic expectations. If I can perfectly nail all the problems in your life and you're like, "Oh my god, this is me. I can just and I and I just said, I can help you with that." You'd probably be like, "Yeah, I believe you." Right? rather than trying to increase and promise and set these crazy expectations, just nail someone where they're at. And so that's why the reveal

[12:47] YouTube https://youtu.be/Mst4hreQYl0?t=760 || Watch This To Generate 1000s of Leads (In Any Niche)
a problem is so important because one, they it exacerbates the existing problem and two, you just show how much it's going to continue to increase and they will lose over time. The second is a free trial. All right, this is the this is the classic taste test. This is the classic try before you buy. All right, now this is as old as time and I think

[13:05] YouTube https://youtu.be/Mst4hreQYl0?t=778 || Watch This To Generate 1000s of Leads (In Any Niche)
that there are there are better and worse ways to do this. My this is the Costco sampler. This is the teriyak chicken. This is the the trying room if you will at the clothing store. So many businesses have free trials and they do that because they're the lowest barrier. Like are you going to want it? And so what we actually have to do here and this is where it gets a little bit interesting is that we want to give them

[13:25] YouTube https://youtu.be/Mst4hreQYl0?t=798 || Watch This To Generate 1000s of Leads (In Any Niche)
something and then basically have a full loop to the end of the trial where they will be deprived if we remove it. So, it's almost like, hey, let me like, let's say we take a normal person and we say, hey, here's crack cocaine, right? All of a sudden, they might not have had deprivation around crack cocaine, but let's say they try

[13:44] YouTube https://youtu.be/Mst4hreQYl0?t=817 || Watch This To Generate 1000s of Leads (In Any Niche)
crack cocaine. And then as soon as you remove crack cocaine, all of a sudden they want crack cocaine. And let's see how many times I can say crack cocaine. All right? And so the point here is that the free trial just makes the barrier so low that people can try something and then the idea of us removing it is what

[14:04] YouTube https://youtu.be/Mst4hreQYl0?t=837 || Watch This To Generate 1000s of Leads (In Any Niche)
then gets them to convert. So it's like we we we give them the solution and then take the solution away in order to create the deprivation to get them to buy. And so typically here you're going to be limiting some aspect of the the product or service. you're going to limit the number of uses, the the quantity, the time, or some combination

[14:22] YouTube https://youtu.be/Mst4hreQYl0?t=855 || Watch This To Generate 1000s of Leads (In Any Niche)
of those. So, it's a x day trial, or you get this number of hits, if you will. And all of those things kind of combined, and sometimes you can combine them together to make it even more compelling. So, when we own gym launch, one of the things that we would do in order to get people to basically roll into our higher level services is that they would, you know, basically buy the

[14:39] YouTube https://youtu.be/Mst4hreQYl0?t=872 || Watch This To Generate 1000s of Leads (In Any Niche)
system that we had for monetization, which is how to make the gym more profitable. But then along that time, we'd say, "Hey, we'll actually give you agency services for free for four months." And then after that fourmonth period, once they were kind of like, "Okay, wow, this is great. I get these leads and I have a system for monetizing them." After that point in time, you're like, "Well, I still want leads." And we'd be like, "Yeah, but now you can pay

[14:57] YouTube https://youtu.be/Mst4hreQYl0?t=890 || Watch This To Generate 1000s of Leads (In Any Niche)
for them, right?" And so it's basically a built-in upsell on the back end because they'd had four months of getting used to having these leads just dropped into their doorstep. And so that created the deprivation where at the end they're like, "Well, I want that to keep happening." Right? So that's the second

[15:10] YouTube https://youtu.be/Mst4hreQYl0?t=903 || Watch This To Generate 1000s of Leads (In Any Niche)
one. The third one is one of my favorites personally, which is the one step of many, right? One step of a multi-step process. And so, this is particularly effective when you have more complex products and services. All right? And so, you know, the classic example is like if you have multiple coats of paint that you're going to be putting on on a garage, you could sell the first one. It's like, well, you're going to need these other ones, right? A classic one

[15:34] YouTube https://youtu.be/Mst4hreQYl0?t=927 || Watch This To Generate 1000s of Leads (In Any Niche)
would be like if you're doing hair removal for like laser hair, right? For for, you know, a med spa. It's like, well, it takes six to eight sessions to actually get completely removed. And so you doing one session is kind of worthless on its own. So when someone comes in, they come in for one and you upsell the rest of them, right? If you

[15:50] YouTube https://youtu.be/Mst4hreQYl0?t=943 || Watch This To Generate 1000s of Leads (In Any Niche)
give the first two videos away in a comprehensive course, those are things that would also function the same way. One step of many, right? And so hopefully now you know what a lead magnet is, why it's important, and the three types of lead magnets that work. And so now, how do you actually deliver it? And so there's four ways to deliver a lead magnet. So number one is software

[16:10] YouTube https://youtu.be/Mst4hreQYl0?t=963 || Watch This To Generate 1000s of Leads (In Any Niche)
or tools, right? You give them a tool that they can use to get that that does a job for them, right? And so examples of these are like spreadsheets that calculate things, assessment tools, templates, or just like software itself. So I'll give you a good example. So Neil Patel has a really awesome one on his

[16:26] YouTube https://youtu.be/Mst4hreQYl0?t=979 || Watch This To Generate 1000s of Leads (In Any Niche)
site where he basically has a little tool that you put in your URL and then it tells you, you know, it does a little assessment of the site based on the URL that you give it, right? It's a little tool and then obviously on the back end it can collect your information, right? And so there's tons of these examples, but that is one of the most classic ones. So if you have ways that you can say, "Hey, you're going to be in one of

[16:44] YouTube https://youtu.be/Mst4hreQYl0?t=997 || Watch This To Generate 1000s of Leads (In Any Niche)
these four categories once you answer these this information." You want some sort of tool that that can assess or give them some sort of answer to a question, right? Or does a job for them. All of these things are ways to fulfill the other three things. Like you can use software to reveal a problem, you can use software to do a free trial, or you can use software to be one step of many. All of those things work. Now the second

[17:04] YouTube https://youtu.be/Mst4hreQYl0?t=1017 || Watch This To Generate 1000s of Leads (In Any Niche)
is information. All right. Now this is a very classic one and it's because it costs nothing to do and can also be very valuable. This is where I think information is really exceptional as a lead magnet is because it's infinitely scalable. It provides tremendous value. You can create deprivation and there's basically no operational drag to do it. Fundamentally all we're doing is teaching them something valuable. And so

[17:21] YouTube https://youtu.be/Mst4hreQYl0?t=1034 || Watch This To Generate 1000s of Leads (In Any Niche)
examples of this would be like mini courses, guides, interviews with experts and again templates but that are not dynamic templates that just work, right? And so I'll give you my classic example here is my scaling road map. So this is maybe a combination of the tool and the information. So you go through the tool and then it gives you the assessment

[17:39] YouTube https://youtu.be/Mst4hreQYl0?t=1052 || Watch This To Generate 1000s of Leads (In Any Niche)
which will then be information. But again, these are not static concepts like you can combine them. And so for example, if you would like to figure out what stage of scaling you're currently at, the problems you're dealing with right now, and exactly how to solve them, we created this $100 million scaling road map after studying all the businesses that we looked at for 200

[17:55] YouTube https://youtu.be/Mst4hreQYl0?t=1068 || Watch This To Generate 1000s of Leads (In Any Niche)
plus hours to find those common themes. This is my free gift to you. You can enter information and if you want my team to actually look at your business, you can book a one-on-one call where we will help. We will help and then we'll invite you out here if it makes sense for you to come out to our headquarters. So, you

[18:12] YouTube https://youtu.be/Mst4hreQYl0?t=1085 || Watch This To Generate 1000s of Leads (In Any Niche)
can go through mine as an example. And I think it's pretty good. Isn't that pretty good? It's awesome and we spent a really long time on it and you will get a lot of value from it. So, with that being said, that leads me to the third way of delivering this is services. Now, I think this people sleep on this so hard, right? From a lead mag perspective, do work for free. Create

[18:30] YouTube https://youtu.be/Mst4hreQYl0?t=1103 || Watch This To Generate 1000s of Leads (In Any Niche)
lots of goodwill. People again get really bent out of shape on this free services one because they're like, I don't want to do work for free. All these freebie seekers. Again, only do the free work for people who are qualified. That's it. So, let me ask you something different. I want you to imagine in your head your perfect lead, right? The perfect c, you know, perfect type of customer. It's like they'd have

[18:48] YouTube https://youtu.be/Mst4hreQYl0?t=1121 || Watch This To Generate 1000s of Leads (In Any Niche)
they'd have the budget, right? They have the authority to make the decision. They clearly need it and they want to act now, right? Well, if you just only give the services away to people who agree to those things up front, that's probably a good idea. What's not a good idea is giving it to somebody who's broke, who can't make a decision, doesn't really need it, and is kind of like not sure if they want to do it now or not, probably

[19:05] YouTube https://youtu.be/Mst4hreQYl0?t=1138 || Watch This To Generate 1000s of Leads (In Any Niche)
a terrible waste of your time. So, all of these things, you want to use them, just use them for the right prospects. And so, this is where free audits with some level of implementation, same day service delivery, done some any sort of done for you component. And the way that you have to think about this, I'll give you some math mind it. So, let's say it cost you one hour of labor, right? They

[19:24] YouTube https://youtu.be/Mst4hreQYl0?t=1157 || Watch This To Generate 1000s of Leads (In Any Niche)
actually pay somebody else to do in order to give something valuable away. Now, let's say that $25 is your hard cost, but what people would realistically charge for this, and this happens all the time in services, is you you could probably charge $250 plus for something like this. Not a bad like pretty decent offer. $250 bucks for free where there's real service, real person

[19:44] YouTube https://youtu.be/Mst4hreQYl0?t=1177 || Watch This To Generate 1000s of Leads (In Any Niche)
does work. That's fairly compelling. Now, let's say that we get one out of four of these people who you give this $250 thing away for to do it. Well, what does that mean? Our cost to acquire a customer is 25 time four. And so, would we be willing to give away a lead magnet to four people to get one to buy? Would I be willing to pay $100 to get a

[20:04] YouTube https://youtu.be/Mst4hreQYl0?t=1197 || Watch This To Generate 1000s of Leads (In Any Niche)
customer? Well, provided I'm making a lot more than $100 in the customer, probably. So, not a bad idea. And so for my very first business, to give you an idea, I trained people for free for a year. I called it the free training project. And I did that because I wanted to get a bunch of testimonials. And then once I got a bunch of testimonials, then I showed the world the testimonials.

[20:23] YouTube https://youtu.be/Mst4hreQYl0?t=1216 || Watch This To Generate 1000s of Leads (In Any Niche)
More people did it. And they did in exchange for money. In fact, it worked so well that after the year of time that I worked with those people for free, I said, "Hey, I have too much demand. Do you want to pay me now?" And almost all of them said yes. That's what's like people were like, "Oh, they're all freebie seekers." like no they actually

[20:39] YouTube https://youtu.be/Mst4hreQYl0?t=1232 || Watch This To Generate 1000s of Leads (In Any Niche)
they were all happy to pay and that was that right? So don't get like if you get the if you get the right people they will continue to stay and pay provided you do a good job. So that leads me to my fourth uh fourth way to deliver a lead magnet which is physical right physical products. And what's interesting again

[20:58] YouTube https://youtu.be/Mst4hreQYl0?t=1251 || Watch This To Generate 1000s of Leads (In Any Niche)
here is that you can combine these things. So what do you think what do you think these books are? These are lead magnets, right? Fundamentally, now obviously they're incredibly valuable. And after you solve your offer problem and you make something that way more people want to buy and then you make

[21:09] YouTube https://youtu.be/Mst4hreQYl0?t=1262 || Watch This To Generate 1000s of Leads (In Any Niche)
more money, what are you going to want? You're going to want to figure out ways to advertise that and get even more people to find out about it. And if anytime you're like, "Hey, I would love help to just speed this process." You can call us, right? And if you're like, "Hey, I've done all of your stuff and I went from, you know, 1 million to 50 million a year. I'd love to in, you

[21:25] YouTube https://youtu.be/Mst4hreQYl0?t=1278 || Watch This To Generate 1000s of Leads (In Any Niche)
know, have you guys invest with us and partner, then that's why we do all this stuff, right? It's a very long game." And so you can absolutely have something that's a physical product and information, right? Or the scaling road map is software plus information, right? You can combine these as many times as you want, but these are fundamentally kind of the categories that I think are when I'm like, okay, I get what I want

[21:44] YouTube https://youtu.be/Mst4hreQYl0?t=1297 || Watch This To Generate 1000s of Leads (In Any Niche)
to do now. How am I going to do it? But I'll give you a completely different example. So if you wanted to give away, let's say you go to a conference and you give a hat away to anyone that says that they're a CEO, that says CEO, right? CEO is pretty e, you know, ego driven or a shirt that says CEO with lots of O's and zero dollar signs afterwards. A lot of

[22:06] YouTube https://youtu.be/Mst4hreQYl0?t=1319 || Watch This To Generate 1000s of Leads (In Any Niche)
people would do that. It's like, hey, but in order to get the shirt, you got to prove that you're CEO. So now I get an incredibly qualified list of CEOs that I gave a physical product to, right? And so the idea here is like just think what would somebody who is the type of person that I'm looking for want and then can I just give that to them? And how much does it cost me for a

[22:22] YouTube https://youtu.be/Mst4hreQYl0?t=1335 || Watch This To Generate 1000s of Leads (In Any Niche)
t-shirt? Three bucks, four bucks, fine. And maybe maybe I convert only one out of 20 of those. $100 for a CEO feels like a good idea. So once we figure out what problem it solves, four ways to deliver that thing. The next is how are we going to name it? So this one is so slept on. People underestimate the value of this by a mile. And so I'm going to

[22:40] YouTube https://youtu.be/Mst4hreQYl0?t=1353 || Watch This To Generate 1000s of Leads (In Any Niche)
have you not underestimate it and appropriately value this, which is name your lead magnet the right way. And I'm going to tell you the real secret to this. You ask your audience. All right? So, this might seem minor to you, but it's massive. Right? How you how you name your lead magnet will determine your engagement rate more than anything else.

[23:02] YouTube https://youtu.be/Mst4hreQYl0?t=1375 || Watch This To Generate 1000s of Leads (In Any Niche)
Right? When I ran my first gym, I had something called my big booty boot camp. Right? Now, why would I call it that? Because six week deadlift and squat seminar doesn't really convert with chicks, who was my primary audience at the time, right? And so, again, was it the same thing? Yes. All I did was deadlift, squat, and hip thrust. Like

[23:20] YouTube https://youtu.be/Mst4hreQYl0?t=1393 || Watch This To Generate 1000s of Leads (In Any Niche)
that was that was primarily what I did over that six week period for them and taught them as main moves. But if I had made my marketing about that, they'd have been like, "Yeah." But if I said, "Hey, who wants big beautiful round glutes?" They were like, "I do." And I'm like, "Cool. This is just the way we're going to get you there." Like, I'm not going to advertise the vehicle. I'm going to advertise the result. And so

[23:38] YouTube https://youtu.be/Mst4hreQYl0?t=1411 || Watch This To Generate 1000s of Leads (In Any Niche)
now big booty boot camp might have been something that attracted a certain type of woman. If I said tight and toned booty, tight and toned glutes before I said bubble butt, right? Bubble Butt Boot Camp that might have attracted a different person. The thing is is that you can just test these names out so you can figure out which one not only attracts the most leads but ideally the

[23:56] YouTube https://youtu.be/Mst4hreQYl0?t=1429 || Watch This To Generate 1000s of Leads (In Any Niche)
highest quality leads. And so this is how I actually test them. So I get super clear on who my avatar is and then I run small ad tests comparing the headlines. Now if you don't have the capital for that or the money, you can just pull your audience. So if you have a hundred people who follow you, you can put it in your stories and say, "Hey, help me out here. I'm trying to name my lead magnet.

[24:14] YouTube https://youtu.be/Mst4hreQYl0?t=1447 || Watch This To Generate 1000s of Leads (In Any Niche)
Let me know which one sounds better for you." Now again, you want only the people who are the type of person that you're advertising to to respond. So you could say before you introduce it, by the way, if you're not a business owner, please don't answer. If you're like, I I don't even have an audience. Don't worry, I got you. The next thing you can

[24:30] YouTube https://youtu.be/Mst4hreQYl0?t=1463 || Watch This To Generate 1000s of Leads (In Any Niche)
do is just open up your phone and then you use this amazing device and then you text. So you just text people and you say, "Hey, which one do you want?" Or you just make a post and say, "Hey, comment A or B underneath of it." Right? There's all these different ways that you can do it. And maybe you combine two or three of those ways in order to get a close enough directional response. This

[24:48] YouTube https://youtu.be/Mst4hreQYl0?t=1481 || Watch This To Generate 1000s of Leads (In Any Niche)
book, $100 million leads, I split test six different headlines for this to get $und00 million leads because I looked at advertising. I looked at promotion, I looked at marketing, and here's the cool part. I actually show the results of the test inside the book. So, I split test the names, I split tested the image that I was going to use, and on top of that,

[25:06] YouTube https://youtu.be/Mst4hreQYl0?t=1499 || Watch This To Generate 1000s of Leads (In Any Niche)
I split test the sub headlines. And so, I I did that because I want to make sure it's going to be a winner out the bat. If I'm going to spend two years writing the book, I can spend two days testing the headline, which is sadly going to influence how many people buy it more than anything with one caveat in the short term. In the long term, it's the

[25:24] YouTube https://youtu.be/Mst4hreQYl0?t=1517 || Watch This To Generate 1000s of Leads (In Any Niche)
stuff between both of the the front and back cover that's going to be the thing that does it over the long term because word of mouth, especially in in the book world, is really the only thing that matters long term. Anyone can launch a book. Very pe few people can launch a book that continues to sell. So, I'll give you a few naming conventions that work well. So number one is number plus

[25:42] YouTube https://youtu.be/Mst4hreQYl0?t=1535 || Watch This To Generate 1000s of Leads (In Any Niche)
outcome plus time frame. So that'd be like three emails that can turn cold leads into clients in 24 hours. All right. The second would be something like how to do X or how to yay without boo if you greatest insecurity. So yay means good thing, boo means bad thing, right? So how to build a funnel without

[26:00] YouTube https://youtu.be/Mst4hreQYl0?t=1553 || Watch This To Generate 1000s of Leads (In Any Niche)
hiring copyriter even if you've never done it before, right? Or even if this is your first time. Next would be you know the adjective type that good thing, right? So, the lazy funnel template that converts like crazy. The next one would be X mistakes. Now, there's a bunch of different ways you can do this one. I gave an example of it earlier, like

[26:17] YouTube https://youtu.be/Mst4hreQYl0?t=1570 || Watch This To Generate 1000s of Leads (In Any Niche)
four, you know, four mistakes that are keeping your business under a million dollars a year. It works great. But another version of this could be like three mistakes you're probably making, five ad copy mistakes that are killing your conversion rate. Just put X mistakes that prevent Good thing. Cool. See, they're killing your PTR, it's killing your business, it's preventing you from getting this goal,

[26:41] YouTube https://youtu.be/Mst4hreQYl0?t=1594 || Watch This To Generate 1000s of Leads (In Any Niche)
whatever it is, is like these are the mistakes that keep people broke. So, now that you have a lead magnet, you know the objective, you know how to deliver it, and you know how to name it. The last step is how do you make money with it. So, now you just got to ask them to buy. And so, this is where most people fail, right? They create the great lead magnet, but then they forget the call to action, right? So, what do you want

[26:58] YouTube https://youtu.be/Mst4hreQYl0?t=1611 || Watch This To Generate 1000s of Leads (In Any Niche)
people to do after they consume your lead magnet? And so, the the formula for for call to actions is so simple. The only thing simpler is not doing it, which is what most people do. And not only do they not do it, they don't do it often enough. So even if they do it once, they forget to do it again and again and again. And I'll give you a fun little stat that they found about sales people is that the sales people who ask

[27:16] YouTube https://youtu.be/Mst4hreQYl0?t=1629 || Watch This To Generate 1000s of Leads (In Any Niche)
the most times get the most deals. And so in your marketing, you want to ask as many times as you can. Here's the caveat. How do you ask so many times without turning someone off, right? Because if all you do is ask, then eventually they're like, you don't have the opport they'll they'll stop giving you the opportunity to ask. So you want to maximize your ability to ask times

[27:34] YouTube https://youtu.be/Mst4hreQYl0?t=1647 || Watch This To Generate 1000s of Leads (In Any Niche)
the amount of times you ask. And so maximizing your ability to ask means that you're continually providing value between your asks. And so you need to increase your value per second so that people are like, I'm willing to hear this ask because I just got value and I will probably get value after this. The formula for CTA is very straightforward. Number one is you want it to be clear,

[27:52] YouTube https://youtu.be/Mst4hreQYl0?t=1665 || Watch This To Generate 1000s of Leads (In Any Niche)
not clever. Be very clear. This is exactly want what I want you to do. Clear direct CTA. then exact next action and then three reason to do now. In all CTAs, you can still use scarcity, urgency, or both in order to incentivize someone to act. Now, now I'll be straight with you. It's great if you've got it, but if you don't have

[28:26] YouTube https://youtu.be/Mst4hreQYl0?t=1699 || Watch This To Generate 1000s of Leads (In Any Niche)
scarcity urgency, you just at least want to make the CTA. So, I'll give you a simple example. So, I have within this book or all the books. All right, turn to a magic page. How about that? At the end of every chapter, I have right here a CTA, free gift, everything I learned from XYZ. And then they click that or you can click that and you go to my site acquisition.com where you can watch more

[28:46] YouTube https://youtu.be/Mst4hreQYl0?t=1719 || Watch This To Generate 1000s of Leads (In Any Niche)
stuff about that. But on my site, you're getting one step closer to becoming a portfolio company. We're coming out for for for a workshop that we have every month. You could do any of those things, right? But we want to start walking them down the process. And so I will give you a little tidbit on number three is that the reason you can always have the

[29:05] YouTube https://youtu.be/Mst4hreQYl0?t=1738 || Watch This To Generate 1000s of Leads (In Any Niche)
urgency is just an additional great reason to do it now or the scarcity is an additional great reason. But having any reason is better than no reason at all. Right? So there's tons of, you know, research on this, but like people were trying to cut in line at a university and they said, "Hey, can I cut you?" And people were like, "No." If you said, "Hey, can I cut you because

[29:22] YouTube https://youtu.be/Mst4hreQYl0?t=1755 || Watch This To Generate 1000s of Leads (In Any Niche)
I'm late for class?" People would say yes. If they said, "Hey, can I cut you because I have a dog?" People would still say yes. Even though it made no sense, wild. So, we want to use that same logic to get more people to respond to our thing. Ideally, we want the reason to make sense. But even if it doesn't make sense, it'll still work better than no sense. So, it's my

[29:41] YouTube https://youtu.be/Mst4hreQYl0?t=1774 || Watch This To Generate 1000s of Leads (In Any Niche)
one-year anniversary of being in business, and this is the promotion, so do this thing. Hey, my daughter just lost her first tooth, so I'm running a promotion here. Go get this thing. Hey, it's National Dog Day. If you have a dog, you should do this more than anybody else. It doesn't matter, right? So, I'll give you an example. If you were in the fitness industry, obviously I came from there. If you're a fitness coach and you only have like so many

[30:00] YouTube https://youtu.be/Mst4hreQYl0?t=1793 || Watch This To Generate 1000s of Leads (In Any Niche)
spots, which you probably do, then tell people that they have to sign up now or they'll have to wait for until the next spots open up, right? And so, here's the cool thing about anything that's a service business. So, this is unique to service, but 78% of businesses are service, so this probably applies to you, which is that you do not have

[30:18] YouTube https://youtu.be/Mst4hreQYl0?t=1811 || Watch This To Generate 1000s of Leads (In Any Niche)
unlimited capacity. If I said, "Okay, can you take a,000 customers tomorrow?" you're probably saying no. So you do actually have a capacity limit. It might be four, right? If four more customers will get you to capacity, then say so because the thing is is that you assume that they know how big your business is and they don't. So if you're a small

[30:35] YouTube https://youtu.be/Mst4hreQYl0?t=1828 || Watch This To Generate 1000s of Leads (In Any Niche)
business, leverage that so that you have scarcity based on your existing small constraints. And if you're a big business, you're like, well, I don't I have, you know, I have a huge amount of capacity. Then what you can do is you can have cohorts that roll. So you can say, hey, I can only start this many people per week. and then you still back into some sort of capacity or if you want to get into this group of people,

[30:54] YouTube https://youtu.be/Mst4hreQYl0?t=1847 || Watch This To Generate 1000s of Leads (In Any Niche)
you should do it this Friday. And so what do we do here? How do we how do we how do we operationalize this? So one is we give value first, which is the whole spirit of the lead magnet. Now we give value by revealing a problem, giving a free trial or giving them one step of many. We then have four ways to deliver that magnet which is software,

[31:12] YouTube https://youtu.be/Mst4hreQYl0?t=1865 || Watch This To Generate 1000s of Leads (In Any Niche)
information, services, physical products or combinations of those. We name it in a compelling way, which you can use any of these for, or just ask your audience what they would find interesting, which is a great way to test this. And then finally, make sure that you embed CTAs within your lead magnet and before and after lead magnet so that you increase

[31:29] YouTube https://youtu.be/Mst4hreQYl0?t=1882 || Watch This To Generate 1000s of Leads (In Any Niche)
the likelihood that they buy your


VIDEO
TITLE: There’s No Easy Business
URL: https://youtu.be/NadXwJQjBiY
PRIMARY_TOPIC: content
TOPICS: content, mindset

[0:00] YouTube https://youtu.be/NadXwJQjBiY?t=0 || There’s No Easy Business
I sell CFO advisory. Really? Um, sell that CPA CFO advisory. Super expensive. B2B. It's probably sticky. You're probably operationally constrained though, so keep going. Yeah. In tax planning. Yeah. Um, we will do probably about 2.9 this year. Amazing. I would love to be at like 20 million. Okay. Um, but what's stopping me?

[0:23] YouTube https://youtu.be/NadXwJQjBiY?t=16 || There’s No Easy Business
I have We've made all this stuff. I have two books. I fire my CPA. I have taxfree millionaire. I've made all these courses. I don't know what to do with them. I don't know how to market and I don't know how to advertise. I've never done any of this. You're doing three million a year. All organic. Yeah. I mean, you're obviously not

[0:41] YouTube https://youtu.be/NadXwJQjBiY?t=34 || There’s No Easy Business
marketing shitty. Um, so you've got all this stuff, right? You got these books, you got these courses, you make content. Yes. Okay. So, you are marketing. Well, I've never put them out there. Like, I don't know what to do with it. Wait. Huh? Okay. Hold on. So, you've got all this stuff in your back pocket. So,

[1:00] YouTube https://youtu.be/NadXwJQjBiY?t=53 || There’s No Easy Business
you've got tax-free millionaire book andor course. You've got fire CPA book andor course. And you make content about tax accounting Yep. And so people come in and buy your tax accounting right? And you're trying to get to 20. Yeah. Do people turn out? Well, I've never tried to sell anybody on the stuff that I've made.

[1:22] YouTube https://youtu.be/NadXwJQjBiY?t=75 || There’s No Easy Business
Well, but we don't need but like forget Let's erase those for a moment. Those are not real things for the purpose of our conversation. If you didn't have those things, what would you do to grow the business? People call our office and they come in and I sell them for monthly service and I get referrals for

[1:42] YouTube https://youtu.be/NadXwJQjBiY?t=95 || There’s No Easy Business
in person or virtual. Yeah. Okay. But you're local. I'm local. We have a bricks and mortar. I have a billboard. But most I do. Yeah. But most of our clients are are are not in Texas. Okay. Heard. Okay. So, they're coming from the content. They call up, you guys tell them, whatever. Referrals. Yeah. Absolutely.

[1:58] YouTube https://youtu.be/NadXwJQjBiY?t=111 || There’s No Easy Business
And what are you growing at annually? What am I what growing at annually? Uh, last year I was 2.2. Okay, it's great. So, yeah, super good. So, whatever. 30 35% annual growth. It's awesome. Okay. So, what's the um so you you want to get to 20 and I'm guessing you just don't want to wait like seven years to get to 20 at that compound

[2:17] YouTube https://youtu.be/NadXwJQjBiY?t=130 || There’s No Easy Business
rate. Yeah. Right. So, as long as you're keeping customers, when I said do they churn, that's what I meant. Like are they stay do people stay with you? The people that are on monthly stay a lot more than the people that come in just for a one-time tax plan. What's the um this will be fun for you. Okay.

[2:34] YouTube https://youtu.be/NadXwJQjBiY?t=147 || There’s No Easy Business
So, what's the I'll give you like some some business accounting. Um what's sales velocity right now? I don't know what what how many units a month do you sell? Uh on the monthly reoccurring? Yeah, there's probably about 190 clients. Now, how many do you sell every month? New Oh, new ones. We're We've closed down

[2:51] YouTube https://youtu.be/NadXwJQjBiY?t=164 || There’s No Easy Business
for new sales because I'm trying to figure everything out. So, nothing right now. Nothing. Well, that will not grow the business. That for sure. That there's my Yeah, I'll be here all day, guys. Uh Okay. So, so you have a goose egg there. Okay. But, okay, you have this other stuff. Why do we care? Well, that's what I want to do. Like, I

[3:16] YouTube https://youtu.be/NadXwJQjBiY?t=189 || There’s No Easy Business
like the products. I like to educate. I like to be in front of the camera. Like I want to do all that. Okay. Well, what's wrong with the business that you decided to stop selling stuff for? It's hard. That's why it's re No, like to fulfill on it. And you could always just start a business where you sell everybody else's stuff.

[3:34] YouTube https://youtu.be/NadXwJQjBiY?t=207 || There’s No Easy Business
Well, you need to get my joke. You missed it. Okay. And what I'm trying to get to now, like AI, what you were saying is going to completely obliterate our industry, which I'm really excited about because I want to dive into it. I want to leverage AI tools and even overseas partners doing lowlevel stuff.

[3:50] YouTube https://youtu.be/NadXwJQjBiY?t=223 || There’s No Easy Business
Um because people in our industry are really slow and outdated. Yeah. But all of these are not things that you would solve with marketing. You're supply constraint. And so you're like, "How do I market more?" I'm like, "You can't even take people." Well, I want to market like for courses and to buy my books and things like

[4:08] YouTube https://youtu.be/NadXwJQjBiY?t=241 || There’s No Easy Business
that. You have a valuable business right now. No, I I I do. Yeah. No. Why are we Why would we start another business that's not That's what Ed told me. But I I want to do that, too. Yeah. I mean, like like I make the content I continue to repeat and I get I get my my memes made of me of like Alex just going to say shit's hard and hard

[4:28] YouTube https://youtu.be/NadXwJQjBiY?t=261 || There’s No Easy Business
things are hard and hard hard and it's because it just never stops being hard. It just always sucks. Like the course thing will suck too. You just don't know it yet. Ask the course people. They'll tell you it sucks. That's great advice, right? They're like, "It sucks." Yeah. The customers aren't sticky. They'll

[4:50] YouTube https://youtu.be/NadXwJQjBiY?t=283 || There’s No Easy Business
expect you to do everything. They're like, "I'm not a taxfree millionaire already and I bought your $17 course. Like, you." You know, like like that's, you know, that's what's going to happen. But you have you have a service that people aren't turning out of. I'm guessing. No, they're not. Yeah. I mean, some, but they're pretty sticky.

[5:06] YouTube https://youtu.be/NadXwJQjBiY?t=299 || There’s No Easy Business
Yeah. No one no one who no one who has bad churn stops selling. I'll say that. So, like the fact that you're comfortable enough that you're like, "Oh, we don't need to take customers for a while." Like, I'm sure your stuff is better than you think. Um, but I think that we have to think basically you're a

[5:23] YouTube https://youtu.be/NadXwJQjBiY?t=316 || There’s No Easy Business
supply constraint and so we just need to fix the supply constraint of your business because if I said, "Hey, we found a way." What are your margins right now? About 20 25%. Okay. So, if we said, "Okay, let's see if we can find um offshore talent that can give your existing team two or 3x leverage." So,

[5:43] YouTube https://youtu.be/NadXwJQjBiY?t=336 || There’s No Easy Business
you don't have to increase internal headcount, you can increase external headcount, and then when AI comes in, you can basically wipe those guys off the map and then fine, right? So, it's like, yeah, they don't have jobs or families. Uh they're overseas. They're not real. Um I'm kidding. So, I know half you guys

[6:01] YouTube https://youtu.be/NadXwJQjBiY?t=354 || There’s No Easy Business
are overseas. That was a joke. Um but yeah, so I think that we need to create operating leverage. So we have to look at basically how the service are being delivered so that we can figure out how to get each person two or three more, you know, X in terms of their ability to deal with customers. Um probably there's

[6:16] YouTube https://youtu.be/NadXwJQjBiY?t=369 || There’s No Easy Business
a little bit of tech that's missing because this is for everybody. Everybody, every entrepreneur I talk to is like, I want to be AI first, right? And then you're like using Jeff GP for emails. Like that's not how you're AI first. Um the first thing that you have to do in order to have an AI first company is you have to be a data first

[6:31] YouTube https://youtu.be/NadXwJQjBiY?t=384 || There’s No Easy Business
company. Because AI works with data. If you don't have data, then there's no AI. So you have to have complete data first from your approach and have an architecture in place so that you know all the elements of the business from data and then we can put the AI layer on top to put reinforcement training in place in order to actually

[6:48] YouTube https://youtu.be/NadXwJQjBiY?t=401 || There’s No Easy Business
train it to do stuff. So if that's where you want to go, which does have tremendous operating leverage and like just for everybody, this is the once in a generation move right now. So 25 years ago cloud computing came out and then you know software went from CDs to cloud and that and then all of the software

[7:04] YouTube https://youtu.be/NadXwJQjBiY?t=417 || There’s No Easy Business
companies and all that boom was the last 25 years and all the billionaires are made. The next boom is this right and so we're early and so the hard of this is like well the pieces don't all fit together perfectly yet and it's like well that's the figure out that we make lots of money from right so I don't think the solution is you

[7:20] YouTube https://youtu.be/NadXwJQjBiY?t=433 || There’s No Easy Business
selling a course because you just happen to have recorded it. I think that we need to sub fix the supply constraint first and you'll use all those things as marketing assets to increase demand when the time comes. So save those in your back pocket. There's nothing wrong with them. But I want to look at the model

[7:35] YouTube https://youtu.be/NadXwJQjBiY?t=448 || There’s No Easy Business
increase operating leverage. That'll probably also increase margin. Start making this number more than zero. Okay, which I promise you can take this to the bank. If you make that not zero, you will grow faster. Um you will make more money if you sell people. uh and then I think from there so it's like

[7:52] YouTube https://youtu.be/NadXwJQjBiY?t=465 || There’s No Easy Business
increase operating leverage through offshoring add in data layer once the data layer is there then we can add in the AI component that further increases operating leverage once you put the remote team in you'll then be able to sell again if you get to the point where you're like I've now reached my new 2 or 3x capacity

[8:10] YouTube https://youtu.be/NadXwJQjBiY?t=483 || There’s No Easy Business
without even marketing then great if you do need to market more then use the assets that are in your back pocket to go do more delete That was like four or five steps, but that's how I think through it. Thank you. Real quick, I'm going to show you the exact 10 stage road map from zero to 100 million plus that less than 1% of

[8:30] YouTube https://youtu.be/NadXwJQjBiY?t=503 || There’s No Easy Business
companies finish. I've now done multiple times. And so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down by eight different functions of the business. What the constraint feels like, like what are the symptoms of it

[8:44] YouTube https://youtu.be/NadXwJQjBiY?t=517 || There’s No Easy Business
when you're going through it, and then what steps we actually took to graduate. And we've done this across software, physical products, uh, service businesses, brick and mortar, all of this, and it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just

[8:57] YouTube https://youtu.be/NadXwJQjBiY?t=530 || There’s No Easy Business
go acquisition.comroadmap. Just enter your info and it'll spit it right back to you. Offering.


VIDEO
TITLE: The Best SALES TRAINING On The Internet
URL: https://youtu.be/NcD2t9qt-fM
PRIMARY_TOPIC: content
TOPICS: content, closing,content

[0:00] YouTube https://youtu.be/NcD2t9qt-fM?t=0 || The Best SALES TRAINING On The Internet
we are all one decision away from changing our lives forever and a lot of us don't even know it and the difference between the decisions you make today and the ones that you made last year if they've gotten you to where you are right now they were not good decisions and so if we want to have more power in our lives we have to first understand what power is and second how to unlock

[0:16] YouTube https://youtu.be/NcD2t9qt-fM?t=9 || The Best SALES TRAINING On The Internet
it through the actions and decisions that we make and if you have a company or a business or a job where you need to influence other people or you need to get people to say yes or you need people to make decisions or most importantly make decisions for yourself that are going to change your life for the better then we have to understand what the topic means if you don't know who i am my name is austral mostly i own

[0:32] YouTube https://youtu.be/NcD2t9qt-fM?t=25 || The Best SALES TRAINING On The Internet
acquisition.com and 10 years ago i was sleeping on a gym floor and 10 years later i am now in my mom's basement that is how much better my life getting this is actually penthouse and i like to work in a closet because i like having the quiet and not having distractions but uh my life has gone significantly better

[0:46] YouTube https://youtu.be/NcD2t9qt-fM?t=39 || The Best SALES TRAINING On The Internet
uh and i recently spoke at coaching con and they wanted me to talk about this specific topic because there was a series of events and decisions that made massive differences in my life and i broke them down and after i gave the speech and got off stage i had hundreds of people who messaged me saying that that uh speech was one of the things that made them take huge strides in

[1:02] YouTube https://youtu.be/NcD2t9qt-fM?t=55 || The Best SALES TRAINING On The Internet
their life and honestly made them more powerful and that is all i want for you mostly nation is to become more and more powerful so that we can all make the world a better place all right so enjoy the presentation and i'll see you guys the other side it's just great to be here so thank you guys so much i promise that i will do my absolute best

[1:19] YouTube https://youtu.be/NcD2t9qt-fM?t=72 || The Best SALES TRAINING On The Internet
to give you a high return on your attention uh because it's the most valuable thing you guys have i just want to thank you for investing here with me today so that being said uh the reason i went up with gold diggers because we all know who's the real person who makes the money in the family um and so i i picked right that's by the way the best passive income strategy in

[1:41] YouTube https://youtu.be/NcD2t9qt-fM?t=94 || The Best SALES TRAINING On The Internet
existence is just to marry someone rich um they don't talk about that one right the uh the second thing though that i want to talk about is uh is power and i think that actually before i get into that who here wants to be powerful awesome and that's not everybody raised their hand which is interesting and i think i find it interesting

[2:07] YouTube https://youtu.be/NcD2t9qt-fM?t=120 || The Best SALES TRAINING On The Internet
because i ask that question sometimes and in an audience sometimes it's easier to remain anonymous but one-on-one when you stare at someone's eyes you're like do you want to be powerful a lot of people shrink away from that and i think it's because at least me when i was coming up i had negative associations with the word to me power was like the

[2:22] YouTube https://youtu.be/NcD2t9qt-fM?t=135 || The Best SALES TRAINING On The Internet
emperor in uh star wars you know the lightning old fingers and everybody and so to me that was like power but i saw it as a negative thing and i feel like as i developed i started to learn that power is neutral you can be incredibly powerful and bad incredibly powerful and good and so the idea is if we can harness power then it amplifies who we are and if we're shitty people then we're very very shitty people and we're very

[2:47] YouTube https://youtu.be/NcD2t9qt-fM?t=160 || The Best SALES TRAINING On The Internet
good we're very very good and so i hope that all of us aspire to have more power in our lives and that is the underlying theme of the presentation i'm gonna talk to you guys about today so decision making who's so excited about decision making well i'll give you the sub headline which is selling with logic to make lots of money and i think there are different selling

[3:11] YouTube https://youtu.be/NcD2t9qt-fM?t=184 || The Best SALES TRAINING On The Internet
styles when i because i've trained a lot of sales teams we've built a lot of sales teams sold a lot of different industries now people sell differently who here would consider themselves like an emotional seller like you get like emotionally invested in the prospect you get them to cry anybody like that i'm saying cool who here is somebody who is uh is more of a like i'm not going to

[3:34] YouTube https://youtu.be/NcD2t9qt-fM?t=207 || The Best SALES TRAINING On The Internet
let you leave type so you know who you are just raise your hand i am that way too sometimes all right just me fair enough um and then the third is kind of logical selling which is like let's just talk through this and if it makes sense let's do it if it doesn't no worries between those three types i i tend to actually be more of a logical seller in general and i've gotten a lot of a claim rightfully

[3:58] YouTube https://youtu.be/NcD2t9qt-fM?t=231 || The Best SALES TRAINING On The Internet
or not that was wild um sorry i actually have a fear of birds um so this was about to be a very short presentation and so and so a lot of the a lot of my like success using logic and sales has given me a lot of acclaim and this is the first presentation that i've put together so this is just for you guys

[4:21] YouTube https://youtu.be/NcD2t9qt-fM?t=254 || The Best SALES TRAINING On The Internet
this is a brand new presentation because i've been thinking about like reverse engineering what are the things what are the frameworks we think about to get to yes right and the yes that i want from somebody is not a yes i'm going to buy but yes i'm going to decide and i think if you can delineate that for yourself too it takes a little bit of the

[4:38] YouTube https://youtu.be/NcD2t9qt-fM?t=271 || The Best SALES TRAINING On The Internet
pressure off selling because my goal is to give this person power and you have to understand what power is in order to give it right who here knows the definition of power go for it i love that thought to existence is what he said which is actually a really favorite way so the dictionary definition is the ability to influence or direct events or people that's the dictionary

[5:02] YouTube https://youtu.be/NcD2t9qt-fM?t=295 || The Best SALES TRAINING On The Internet
definition but i love how you said it because as i see omnipotence so god or a god figure would be as they think it appears so the the distance between thoughts and reality are ins there's there is no distance right that would be an omnipotent being if he thinks the world the world exists right and so as we take steps towards that as the ideal we become more powerful and if we can do that for our prospects we can allow them

[5:28] YouTube https://youtu.be/NcD2t9qt-fM?t=321 || The Best SALES TRAINING On The Internet
to step into the person they want to be and make a decision to own their one way or another does that make sense cool all right so let's rock so this will either be the best presentation on sales you've ever heard the worst presentation on sales you've ever heard or somewhere in between that is a promise all right and so i thought it would make sense to start with this we have a high this is

[5:52] YouTube https://youtu.be/NcD2t9qt-fM?t=345 || The Best SALES TRAINING On The Internet
charlie munger who's probably like my number one hero in this season of my life we have a high moral responsibility to be rational and i think that getting someone to rationally decide is important because emotional buyers oftentimes get excited they'll buy and then who's had somebody who calls him two days later is like i don't know why

[6:08] YouTube https://youtu.be/NcD2t9qt-fM?t=361 || The Best SALES TRAINING On The Internet
anybody raise your hand just so you know you're not alone okay and what happens is it's just like dating i think layla talked about it yesterday if you have a rational foundation for a relationship or a decision when the emotions fade the logic will continue and so it's good to answer both sides of the decision-making process the short-term side is the emotion that gets you to decrease your action threshold

[6:30] YouTube https://youtu.be/NcD2t9qt-fM?t=383 || The Best SALES TRAINING On The Internet
and take a step right but the logic is what makes it stick and actually makes a great customer all right and so for me and i think that the further along you get in business and the higher up you get in business the more you'll see people who tend to make more logical decisions more logic first decisions and fewer and fewer emotional decisions all

[6:47] YouTube https://youtu.be/NcD2t9qt-fM?t=400 || The Best SALES TRAINING On The Internet
right so what does being a rational sorry what does rational logical have to do with selling well you have logical buyers and you have emotional buyers in general right most people sit on this continuum one way or the other and emotionally people want to believe you people want to buy you must help their logical brains

[7:10] YouTube https://youtu.be/NcD2t9qt-fM?t=423 || The Best SALES TRAINING On The Internet
justify the decision that they already want to make think about it that way they want to buy from you you have to help them all right so who here identifies actually i'll skip through this emotional logical you're probably in between anybody in between these two anyone all right then you'll love this so before we get started i thought

[7:34] YouTube https://youtu.be/NcD2t9qt-fM?t=447 || The Best SALES TRAINING On The Internet
i would give you a few beliefs about selling that have served me very well throughout the years number one people want to believe you they want to buy you must help their logical blames brains justify the decision two selling happens before you ask for the sale closing happens after so you're selling for a lot longer period of time but the moment you kind of like take your pants off and you're like this is what it is

[7:56] YouTube https://youtu.be/NcD2t9qt-fM?t=469 || The Best SALES TRAINING On The Internet
that's when you're closing right you have now solicited now you close three it's easier to handle obstacles than objections i'll get to what the difference between those are in a second that being said expect and plan for no it is not failure it is expected so stop being surprised it's one of the first things we talk new sales guys into is expect no that's not like that's a part of this

[8:29] YouTube https://youtu.be/NcD2t9qt-fM?t=502 || The Best SALES TRAINING On The Internet
if they already were going to say yes then you are not necessary no is the job right if they could make the decision on their own they would just send you the money right the reason they're struggling is because they can't and they need your help which is why sales is actually the first step in coaching and i see sales as power if you can have the ability to direct or influence others that is power

[8:55] YouTube https://youtu.be/NcD2t9qt-fM?t=528 || The Best SALES TRAINING On The Internet
and i feel like it should be made much cooler than i feel like it is five if you didn't get a gasp from a price tag you didn't go high enough this is another belief so for those who are afraid to raise your price if you're not getting gasps you're not going high enough straight up and when you do it that way you can always walk down and have a beautiful price anchor right when you say a hundred thousand dollars first a grand feels like a

[9:20] YouTube https://youtu.be/NcD2t9qt-fM?t=553 || The Best SALES TRAINING On The Internet
rounding error it's true but when i say ten dollars first like i'm saying right now ten dollars and i say a thousand sounds way bigger doesn't it so you gotta get the gas and you gotta train your guys if you have a team they have to be comfortable with no and they have to be comfortable with the gasp they gotta go for the gasp and be like dude you should have heard the gasp on this one right there we go seven

[9:43] YouTube https://youtu.be/NcD2t9qt-fM?t=576 || The Best SALES TRAINING On The Internet
selling properly is the first step becoming a coach right your first impressions the expeditions you set dictate the relationship how you sell the fact that use logic in the sale will set you up for success and your client for success in the long run eight selling is helping prospects make decisions out themselves like you are helping them help themselves that's where the power comes from you are not helping them you're helping them help them

[10:05] YouTube https://youtu.be/NcD2t9qt-fM?t=598 || The Best SALES TRAINING On The Internet
see the difference it's nuanced but it's real nine keep the prospect not the sale as the priority it's not about us the more you can vanish in the sale and and magnify them the better your selling conversations will go because it's not about us they don't care about you they only care about them and they will talk about

[10:28] YouTube https://youtu.be/NcD2t9qt-fM?t=621 || The Best SALES TRAINING On The Internet
themselves as long as they'll let them this is a really important one especially when you start to getting into closing seek to understand not to argue and the way that i train our sales teams around this is childlike curiosity so when someone says when someone objects to something it's like huh that's so weird i wouldn't have thought that tell me more about that right and you get to be able to

[10:52] YouTube https://youtu.be/NcD2t9qt-fM?t=645 || The Best SALES TRAINING On The Internet
maintain that childlike curiosity the same way they train fighters to not breathe too much during a fight through exposure the more you more times you get into these uncomfortable high stakes closing scenarios the less weird and high stakes they become because they become what you do every day and the good thing is you get to have this conversation hundreds and thousands of times and they only get to have it once

[11:17] YouTube https://youtu.be/NcD2t9qt-fM?t=670 || The Best SALES TRAINING On The Internet
so you better be better at it than them closing is a dance not a fight it's seduction not rape i mean i'm being super serious about this the goal is not to beat them into submission the goal is to sell from your back foot it's like i'm good i want to help you help you and if that means not doing this then i love it i'm with you i'm on your team and i'll give you a bullet around that in a second

[11:47] YouTube https://youtu.be/NcD2t9qt-fM?t=700 || The Best SALES TRAINING On The Internet
selling is a transference of belief over a bridge of trust therefore there are two things that are required you must believe so that you can transfer it and you must have trust to make the transfer because if you truly believe in a lot of times you st anyone been on a hot streak when they're selling anyone anyone who just had their hand up ever been on a cold streak

[12:11] YouTube https://youtu.be/NcD2t9qt-fM?t=724 || The Best SALES TRAINING On The Internet
most times you go from hot to cold not because you forgot how to sell because you stop believing in why you're selling you have the same skills as you did the day before but sometimes you get a text you get an email you get a pain in the ass customer you ask for a refund whatever the hell it is right and then you question yourself

[12:27] YouTube https://youtu.be/NcD2t9qt-fM?t=740 || The Best SALES TRAINING On The Internet
and so that bridge might have been created but there was nothing to walk across it because your cup wasn't full and so that's why especially it's you in the beginning but your teams over time the process of filling conviction is one of the easiest and best ways to increase someone's closing percentage better than any of the training in the

[12:43] YouTube https://youtu.be/NcD2t9qt-fM?t=756 || The Best SALES TRAINING On The Internet
world if you get someone to believe they will sell the right way because they're doing it not to make the deal because they want to help the other person 16. you can only build trust if you generally want to help and humans are exceptionally good at sniffing out intention it's a survival mechanism you have to know if someone's trying to

[12:59] YouTube https://youtu.be/NcD2t9qt-fM?t=772 || The Best SALES TRAINING On The Internet
double cross you we're very good at smelling it out and the reason a lot of you guys can't close is because you only care about closing belief and trust are a continuum not binaries so it's not you believe or don't believe it's not they trust you or don't trust you but how much do they trust you how much do you believe how deeply do you believe because anyone ever been around somebody who just believes balls to bone something that you think is

[13:22] YouTube https://youtu.be/NcD2t9qt-fM?t=795 || The Best SALES TRAINING On The Internet
batshit crazy like i mean all the way so much so that you start to question what you believe that's what real conviction does 18 closers ask hard questions and it's because you genuinely care that's why you do it it's why we're here who here wants to impact thousands of lives and help people then you got to ask hard questions because it's the only thing that's going to actually pierce

[13:46] YouTube https://youtu.be/NcD2t9qt-fM?t=819 || The Best SALES TRAINING On The Internet
someone's heart and actually get the transformation to happen if you can't make if you cannot have transformational conversations you cannot coach and this is the first step the person who cares the most about the prospect wins the sale that includes them so if you care more about their well-being than they do you will win and if you are more convicted they will question their own excuses

[14:10] YouTube https://youtu.be/NcD2t9qt-fM?t=843 || The Best SALES TRAINING On The Internet
because you are so certain a little little nugget for you report all your sales by the way because when you do get on that hot streak right you get on that hot streak and then you get cold again watch your hot streak see where you pause what jokes you made when you asked for the sale when you did it how you overcame it and it'll get you back in the flow much faster than trying to question yourself what i do what i do

[14:34] YouTube https://youtu.be/NcD2t9qt-fM?t=867 || The Best SALES TRAINING On The Internet
always report all your sales it's also the easiest way to train new people and then lastly 21 power is the ability to direct or influence people if you want to be powerful you must understand this skill and that's what we're going to talk about cool awesome when does selling happen does it happen when they're a lead does it happen when we're qualifying them does it happen when we solicit the sale

[14:59] YouTube https://youtu.be/NcD2t9qt-fM?t=892 || The Best SALES TRAINING On The Internet
does it happen when we close the sale when does the selling happen all the time the entire time selling is happening but what are we going to talk about today just this just closing everything you have to do after asking someone to buy why are we doing that rather than the entire process beyond the fact that we'd be here all day the other reason and i love this

[15:23] YouTube https://youtu.be/NcD2t9qt-fM?t=916 || The Best SALES TRAINING On The Internet
is that closing has one of the highest predictors of success in business and here's an analogy for it everyone familiar with the nfl great so here's an insane statistic the top five red zone offenses in the league now last five years made the playoffs 90 of the time here's why this is interesting and crazy there's a million other stats they could

[15:47] YouTube https://youtu.be/NcD2t9qt-fM?t=940 || The Best SALES TRAINING On The Internet
have horrible defenses they could have terrible coaching they could have a terrible whatever it is right they could have all these things that are wrong with their they could have terrible special teams whatever but just this one set if they're in the red zone they close and i can tell you if you have this ability if you have the skill it will make up for a tremendous amount of deficiencies in other areas of your life

[16:11] YouTube https://youtu.be/NcD2t9qt-fM?t=964 || The Best SALES TRAINING On The Internet
and business and it will buy you time to learn those but if you can't close it's very difficult to grow in business especially in the beginning because it's probably you that's why we're talking about closing why is this important from a money getting perspective well first off if you have 100 people

[16:28] YouTube https://youtu.be/NcD2t9qt-fM?t=981 || The Best SALES TRAINING On The Internet
walk in the door 10 are never going to buy just accept that right problem is you don't know which 10 it is but ten percent ever gonna buy ten percent are always gonna buy you just gotta not it up and most of you guys these are the only sales you're getting they're like well i already i'm already here my friend told me about you i have my credit card out and some of you are like well you know let's make sure you're like just shut the just take the card you know

[16:52] YouTube https://youtu.be/NcD2t9qt-fM?t=1005 || The Best SALES TRAINING On The Internet
what i mean like shut up right that's like hey my friend's so awesome you got to meet him and she's like oh my god he's great and then the guy starts 17 minutes talking and she's like just kidding you know like terrible right but this is what we fight for this is what we train and if you want to make a big impact that's what we're fighting for it's the middle 80.

[17:13] YouTube https://youtu.be/NcD2t9qt-fM?t=1026 || The Best SALES TRAINING On The Internet
why this presentation will make you money if after this presentation you just have one more bullet one more play in your arsenal to close where i get you one more deal a month i'll feel like my job was done all right and hopefully if you just do that it'll pay for your entire weekend all right that's my goal for the president that everything that you guys have done for this whole weekend is paid for is that cool fair outcome all right

[17:35] YouTube https://youtu.be/NcD2t9qt-fM?t=1048 || The Best SALES TRAINING On The Internet
this is one of my favorite sayings you're only one decision away from changing your life forever and whenever i feel overwhelmed or i feel like i'm decreasing like i feel powerless i feel like i have less power than i want to have i always say this to myself because it's like i can take one decision and change

[17:50] YouTube https://youtu.be/NcD2t9qt-fM?t=1063 || The Best SALES TRAINING On The Internet
everything you know i mean like i can i can drink a bottle of jack get in the car i can change everything with one decision right i can make a step to to invest in something i can buy something i can invest in myself i can i can have a terrible conversation with an amazing conversation with layla but just one decision and that's always given me power but the thing is is that instead of changing our lives

[18:12] YouTube https://youtu.be/NcD2t9qt-fM?t=1085 || The Best SALES TRAINING On The Internet
we blame when i say blame i want you to think give power to sources outside of our control and this is what you and this is what your prospects and your customers are doing and this is why so many people are weak and powerless and so we're going to do a fun activity today because i want you to be involved

[18:29] YouTube https://youtu.be/NcD2t9qt-fM?t=1102 || The Best SALES TRAINING On The Internet
so you can learn it we're going to do this so that one you can help decisions to help yourself with whatever decisions you're facing two you can use these frameworks to help prospects help themselves and the three become more powerful so but rather than keep this hypothetical i need you to visualize the decision that you need to make all right

[18:45] YouTube https://youtu.be/NcD2t9qt-fM?t=1118 || The Best SALES TRAINING On The Internet
you do that for me fantastic and this is why i want you to actually think through a decision together because this is a statement from confucius i hear and i forget i see and i remember i do and i understand so my goal here 19 minutes isn't for you to take screenshots of every picture of every slide that's not my point here because the thing is is when you do that and you kind of i mean this is why i do

[19:07] YouTube https://youtu.be/NcD2t9qt-fM?t=1140 || The Best SALES TRAINING On The Internet
it i take pictures so that i don't have to remember it but i don't want you to remember it i want you to understand it if you understand it you won't have to go back to your notes because let's be real half the time you're not even open these notes up again you're here now with me try and understand if you do that it can change your life because

[19:24] YouTube https://youtu.be/NcD2t9qt-fM?t=1157 || The Best SALES TRAINING On The Internet
what we're going to do is not going to be some scripts that you have to understand but the logic behind the arguments that people will give you as to why they are not choosing to become more powerful and if you can unlock that you people will feel more powerful talking to you and they will want to buy from me because of the feeling they have

[19:39] YouTube https://youtu.be/NcD2t9qt-fM?t=1172 || The Best SALES TRAINING On The Internet
does that make sense and so that's when you're using logic to create an emotion so here here's an easy one for you anyone here presented with the decision last 24 hours yes great fantastic so who thinks the decision could change your life for the better great for the worse who knows all right let's go so here's my goal i want to show you as though you were prospects how to think through a decision and help others using these frameworks right what you want what you don't want maximize

[20:04] YouTube https://youtu.be/NcD2t9qt-fM?t=1197 || The Best SALES TRAINING On The Internet
the left minimize the right so here's what this is translated to if you decide to buy the offer you feel more certain about your decision decided not to buy the offer you feel $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com certain about the decision and if you're undecided you make a decision all right and you feel good that it's the one that has the highest likelihood

[20:20] YouTube https://youtu.be/NcD2t9qt-fM?t=1213 || The Best SALES TRAINING On The Internet
of getting you closer to where you want to go and this is what we have to walk through with our prospects when you're looking at them you have to be like i don't want you to buy i want you to decide for you not for me i'll be the same either way right you're like i'm going to be ripping in shape it's not going to change me right like

[20:37] YouTube https://youtu.be/NcD2t9qt-fM?t=1230 || The Best SALES TRAINING On The Internet
that's not going to change but like it will change for you right so quick note on sales ethics and then we'll dive in helping someone make a decision to help themselves does not mean buying from me that's a reiteration you have to keep their goals at the center of the decision and you should be happy i mean this because if you can shift

[20:53] YouTube https://youtu.be/NcD2t9qt-fM?t=1246 || The Best SALES TRAINING On The Internet
this truly if you can be happy when someone decides to own the power and not work with you then the pressure around 21 minutes sales disappears it evaporates there's no stake the stake is did i help them does that make sense and that means that you can win every sale because you change the metric you're measuring yourself by that's the superpower like and that's where you do make the most sales because you don't care about the sale because you care about the

[21:17] YouTube https://youtu.be/NcD2t9qt-fM?t=1270 || The Best SALES TRAINING On The Internet
person and the people pay the people who pay the most attention so i call it paying attention they pay for it they pay for you to pay attention rather than talking about yourself right because they don't care about you because they're thinking about 100 other things and this is why most importantly make high-stakes decisions to help your prospects in order to best serve them okay so i told you earlier i was going to talk about the difference between

[21:39] YouTube https://youtu.be/NcD2t9qt-fM?t=1292 || The Best SALES TRAINING On The Internet
obstacles and objections a couple you guys raised your hands but the differences i'm not gonna ask i'll tell you what it is obstacle is a thing that blocks one's way or prevents or hinders progress when you disagree with them that is an obstacle this happens before you solicit the sale someone says some before we even get to the sale that's an obstacle a simple example i hear all the time hey

[22:04] YouTube https://youtu.be/NcD2t9qt-fM?t=1317 || The Best SALES TRAINING On The Internet
why'd you hop on the call today hey why'd you walk in the gym today whatever it is right them i just wanted to find out a little bit more about the program first 10 seconds obstacle you're not here to find out more about the program your because you're fat but they got to say it so you're like oh so you're finding out

[22:21] YouTube https://youtu.be/NcD2t9qt-fM?t=1334 || The Best SALES TRAINING On The Internet
like do you do this all the time do you go to lots of different programs to find out information or is there a problem you're trying to solve they're like oh well you know i'm trying to lose weight like oh god so you're not just hopping on 100 calls a day because i was like that would be a very weird existence right you just hop on for information all day

[22:35] YouTube https://youtu.be/NcD2t9qt-fM?t=1348 || The Best SALES TRAINING On The Internet
right fantastic i've had this conversation before right so it's an obstacle right and the thing is it's easy to confront and destroy obstacles before you ask for the sale once you've asked for the sale you switch to objections objections is when they disagree with you so it's much easier to be on the other side disagreeing and helping them break their beliefs before the stake has been

[23:00] YouTube https://youtu.be/NcD2t9qt-fM?t=1373 || The Best SALES TRAINING On The Internet
23 minutes presented after after the after you're in the red zone it's all closing it's all objection overcomes right example that's like i don't want to buy right now and you're like totally understand what are the main criteria thinking through which is always funny because people are like i need to think about it i've never had someone like leave because they need to think about it i'm like cool what are

[23:17] YouTube https://youtu.be/NcD2t9qt-fM?t=1390 || The Best SALES TRAINING On The Internet
you thinking about they're like oh i'm still here right so learning how to talk through these high stakes decisions with yourself or others is the purpose of presentation and as a result you'll become more powerful okay so before i dive into these each of these arguments i have to make this one statement that the person must really want the goal and believe three things one

[23:40] YouTube https://youtu.be/NcD2t9qt-fM?t=1413 || The Best SALES TRAINING On The Internet
which we'll get to there we go the product will get you the goal comma the way they want to get there and i learned that second half the hard way because we found out in gym launch that people would say no sometimes to buying memberships right or buying challenges or whatever but when we offered them the

[23:57] YouTube https://youtu.be/NcD2t9qt-fM?t=1430 || The Best SALES TRAINING On The Internet
ability to come back the next day help them for free we'd sell them 400 of supplements and they just said no to 100 down service thing and like what the it's because they want to lose weight but they want to lose weight their way and so that's when i started learning like oh not only do we have to make sure that they want the goal and they believe that the product's going to get them there that has to get them there the way they want to get

[24:21] YouTube https://youtu.be/NcD2t9qt-fM?t=1454 || The Best SALES TRAINING On The Internet
there this gives you ammo for the questions that you're going to ask just make sense okay the second thing is that you and others will support them like are you telling me the truth is this really what's going to happen will other people around me support this decision and the third is that it will work for them and not just everyone else sure i've seen the people who step on the stage but they're different than me

[24:45] YouTube https://youtu.be/NcD2t9qt-fM?t=1478 || The Best SALES TRAINING On The Internet
i'm a snowflake i have metabolic thyroid ketosis right whatever i have zero influenza allerger whatever you know what i mean like i have no following is itis right whatever it is right whatever you tell yourself and what you have to do in this situation is you have to provide proof so that it'd be more unreasonable not to believe than to believe and this is a logical close this is not a this is not an emotional close

[25:10] YouTube https://youtu.be/NcD2t9qt-fM?t=1503 || The Best SALES TRAINING On The Internet
this is when you look at someone and say how many people would you need to see for it to be more unreasonable for you not to believe than to believe at what point is it 10 is it 50 well here's a thousand tell me when to stop okay okay okay great so that's not the real reason and then you can confront the real all right so otherwise if they're not sure of those things if they don't

[25:32] YouTube https://youtu.be/NcD2t9qt-fM?t=1525 || The Best SALES TRAINING On The Internet
actually want to lose weight if you don't actually want to make money doing online fitness then it doesn't matter what jason says you don't want to make money doing all my fitness you're not going to buy right if you do want to make money doing online fitness then you go down you go down the track the train tracks that make sense

[25:48] YouTube https://youtu.be/NcD2t9qt-fM?t=1541 || The Best SALES TRAINING On The Internet
okay again this is why you expect no at first because if people could make the decision they would have already made it all right now to the main course richard feynman besides charlie one of my favorite thinkers of all time he was like the second guy on uh the atom bomb sounds negative brilliant teacher he's known for this understand don't memorize learn

[26:05] YouTube https://youtu.be/NcD2t9qt-fM?t=1558 || The Best SALES TRAINING On The Internet
principles not formulas and that's what the rest of this presentation is about is the principles behind overcoming these distortions that people have and so this is me asking you for your own sake don't take pictures of the slides it's because all the stuff's gonna be in the recordings but you are here now so be here now so you can understand it

[26:22] YouTube https://youtu.be/NcD2t9qt-fM?t=1575 || The Best SALES TRAINING On The Internet
okay so there are three sources this is a huge breakthrough for me so i'm going to share it with you the first time shared a life there are three sources that we cast our power to okay and it took me a very long time to get through this because i looked at grant and he had his you know you got stall decision maker money then you talked to barry who owns sage she's like you got time fit uh money

[26:46] YouTube https://youtu.be/NcD2t9qt-fM?t=1599 || The Best SALES TRAINING On The Internet
fear shame right those are hers and then jordan belfort's got his and so everybody's got like these are the only overcomes right i was like there has to be an actual truth here like there has to be something that's true that's unquestioned and so trying to figure this out i actually went back to dr albert ellis anybody who knew he is no one great um who here knows what cognitive behavioral therapy is cbt

[27:10] YouTube https://youtu.be/NcD2t9qt-fM?t=1623 || The Best SALES TRAINING On The Internet
he invented it smart dude and so what he noticed is that he originally had 11 distortions of reality then he dropped it to nine then a seven and they came with three and the three stuck and the three are what i'm about to share with you and you're like why is he talking about this about sales because the objections that people offer you where they cast their power to are distortions of reality

[27:33] YouTube https://youtu.be/NcD2t9qt-fM?t=1646 || The Best SALES TRAINING On The Internet
they are the things we use to upset ourselves these are the three circumstances and this is the irrational statement that people make i must get what i want when i want it i must not get what i don't want if i don't get what i want i can't stand it that's when people blame their emotional disturbances on emotional services on circumstances two others other people must treat me fairly and

[27:58] YouTube https://youtu.be/NcD2t9qt-fM?t=1671 || The Best SALES TRAINING On The Internet
kindly and if i if they don't they are no good and deserve to be condemned and punished it's like your animal brain right three self i must do well or else i am no good these are the three core distortions that upset people this is like mental illness right and so i'm not saying anyone has mental illness if they don't agree with you it's more so that these are distortions that are not real and if you can understand not memorize if you can

[28:24] YouTube https://youtu.be/NcD2t9qt-fM?t=1697 || The Best SALES TRAINING On The Internet
understand this then you can have these high-stakes conversations understanding exactly which distortion they're suffering from and i'll show you how to overcome them okay and so i like to consider like the onion of blame people this is like one of the bigger breakthroughs i had they start with the outside they blame

[28:39] YouTube https://youtu.be/NcD2t9qt-fM?t=1712 || The Best SALES TRAINING On The Internet
circumstances time money other and then the step next to that they start to blame other people my spouse my kids my employees and then finally they say like it's me it's my fault and so you might have to overcome multiple layers as you peel back and based on the objection they give you you can know where you're at you know how close you are if someone just says i have to think about that you're like great i'm talking the person who's in

[29:05] YouTube https://youtu.be/NcD2t9qt-fM?t=1738 || The Best SALES TRAINING On The Internet
power and the decision maker and i just need to get them to say yes if they're like i don't have they're casting the power away and some of you guys are probably casting your power away on decisions you need to make which is why i'm making this presentation even though that these are the things that distort people's realities because you're like no one's ever said circumstances are getting in my way

[29:22] YouTube https://youtu.be/NcD2t9qt-fM?t=1755 || The Best SALES TRAINING On The Internet
right like no one says they manifest in five ways that i want to equip you to deal with all right for yourself and others so these are the five most common excuses scapegoats that people use for circle and if you find other ones these are the biggest buckets because i didn't want to have 100 things here but the big three buckets are circumstances others itself right but they manifest with time in multiple ways and i'll show

[29:46] YouTube https://youtu.be/NcD2t9qt-fM?t=1779 || The Best SALES TRAINING On The Internet
you how value price money etc fit i'm a special snowflake others which is i don't have the authority to make the decision and then finally self which is what if i just don't make the decision let some let life make it for me right avoidance stall you go from surface level to core and as a side note you should never get stuck on the stuff near the top and ideally you should really never get

[30:10] YouTube https://youtu.be/NcD2t9qt-fM?t=1803 || The Best SALES TRAINING On The Internet
stuck anywhere on this equation if the person wants what you have and you truly believe in what you have to help them and i mean that like if you understand this thoroughly you can walk someone towards helping themselves okay this is what they look like or this is what they sound like in reality not a good not a good time right now i'm really busy right that's time can't afford it too expensive

[30:35] YouTube https://youtu.be/NcD2t9qt-fM?t=1828 || The Best SALES TRAINING On The Internet
fit not sure if it's for me i hate broccoli i can't do a plan with broccoli right i can't do a plan where i have to dm people every day it's against my brand i'm poor but it's against my bread right authority have to talk to my partner spouse i have to talk to somebody who has more power than me it's funny because when you

[30:50] YouTube https://youtu.be/NcD2t9qt-fM?t=1843 || The Best SALES TRAINING On The Internet
start thinking this way it sounds silly and then avoidance i need to think about it clearly let's think about it now all right and so i told you i want you to think about the principles behind these things not memorize you've got circumstances you've got other people and you have yourself and we drill down so quick test who here is physically in the room raise your set wonderful arms are working we're rocking

[31:14] YouTube https://youtu.be/NcD2t9qt-fM?t=1867 || The Best SALES TRAINING On The Internet
so here's my ask raise your hand if you or your prospects present with this distortion so who here is a time person i'm busy it's not a good time maybe in the future anyone deal with these sometimes it's yourself totally so i'm also going to tell you a secret about this i think the reason i got pretty decent at logical arguments is because i am inherently skeptical and i will paralyze

[31:38] YouTube https://youtu.be/NcD2t9qt-fM?t=1891 || The Best SALES TRAINING On The Internet
myself from not doing anything unless i have really sound reasons to do it and i realized that i couldn't move forward and make any progress in my life until i had these frameworks to think through these hard decisions through so i could start taking steps to where where i wanted to go it took me years to get there and so

[31:54] YouTube https://youtu.be/NcD2t9qt-fM?t=1907 || The Best SALES TRAINING On The Internet
hopefully i can give you some keys that help me unlock my own head to get out my own way so that you can too and help your clients all right so the way i think about time and there's a lot of overcomes for all of these things what i tried to do is bunch the three biggest ones that i like to use most frequently and if i uh veer from like the the bullets on the screen it's because i'm riffing with you and i'd rather just kind of stay in the flow

[32:16] YouTube https://youtu.be/NcD2t9qt-fM?t=1929 || The Best SALES TRAINING On The Internet
is that cool okay fantastic so when you're overcoming this one each of these is kind of a specific angle that you're attacking it from so macro is like um this is a busy season for me i've got lots of stuff going on right micro is like i don't have any time in my day so you're one person saying i've got lots of going on one person's like i can't find the time it's different sounds subtle but it's both about time but in different ways all

[32:41] YouTube https://youtu.be/NcD2t9qt-fM?t=1954 || The Best SALES TRAINING On The Internet
right and then the the last one is well when when i have time i'll start right whichever one is this horseshit but whatever okay so as always we never disagree with prospects because you're not in a fight totally get it totally understand do you think like do you want this to be something that lasts for the long term right it's a question you're like yeah do you think that you're going to be busy again in the future

[33:05] YouTube https://youtu.be/NcD2t9qt-fM?t=1978 || The Best SALES TRAINING On The Internet
well yeah so you want this to last in the long run and you do think you're going to be busy again in the future well then don't you think it'd be best to start now when you are busy because if you learn how to do it when you're busy you'll be able to do it forever if you can only learn it during a perfect circumstance then you're going to fall off when it gets busy again and isn't that the time you'd

[33:22] YouTube https://youtu.be/NcD2t9qt-fM?t=1995 || The Best SALES TRAINING On The Internet
want to have the most support it goes for you guys too that's just number one we got so many lore right and so when you knock that out the goal is that the person says well that's not a good reason you take one step towards the truth so when you're thinking about it's not like oh i've got to overcome this one thing and then they'll buy you got to keep peeling and if you have this framework you understand the direction you're going in and you can

[33:46] YouTube https://youtu.be/NcD2t9qt-fM?t=2019 || The Best SALES TRAINING On The Internet
start listening for the oh they're talking about themselves now i've gotten two layers deeper right so that's seasonal micro you can't tell someone in a sale hey take out your phone take out your hours by week pull it up oh look 22 hours on social media this week you've got time so you say it differently you say you know what i had the same issue and i used to complain all the time about like how i didn't have time to to be successful and do things i needed to

[34:09] YouTube https://youtu.be/NcD2t9qt-fM?t=2042 || The Best SALES TRAINING On The Internet
do and my wife got so sick and tired of me saying this she pulled my phone out and she was like look i guess i just found your time didn't i i was like oh and you can say it that way and then a prospect feels better does anybody here feel like they don't have time right and the first thing that any program is going to do if it's a good program is going to cut out the 90 of the that you are doing which is causing you to feel overwhelmed which is probably the

[34:32] YouTube https://youtu.be/NcD2t9qt-fM?t=2065 || The Best SALES TRAINING On The Internet
real reason you feel like you don't have time jeff bezos at the same time you do right it's just what are the things that you're doing that he's not it's not about adding to your plate it's about removing stuff that's not working because clearly everything you're doing that's filling your time is not making you more money so you're doing the wrong

[34:48] YouTube https://youtu.be/NcD2t9qt-fM?t=2081 || The Best SALES TRAINING On The Internet
so there's gonna be plenty of time because all the stuff you're doing now is not working right it sounds simple but that's the reason right so we want macro grow when then hey in the future when i've got time i'll totally sign up for your program right anyone heard this one anyone say this one right

[35:10] YouTube https://youtu.be/NcD2t9qt-fM?t=2103 || The Best SALES TRAINING On The Internet
and again you wanna you wanna empathize you don't say like ah that's you say totally understand that's i was stuck like this for years if you can step in their shoes you're not attacking them you actually go from the inside out you step into their self and then you walk them through the epiphany that you experienced and it doesn't feel judgmental it feels

[35:27] YouTube https://youtu.be/NcD2t9qt-fM?t=2120 || The Best SALES TRAINING On The Internet
helpful that make sense i used to feel the same way right and i found this out actually from jason fladley and he was when he told me this it's a it's a logical fallacy it's called the one then fallacy which is why it's how i remember it and the one then fallacy simply states when i have x then i will do y but it flips sequence so it's like when i get better i will go to the hospital

[35:49] YouTube https://youtu.be/NcD2t9qt-fM?t=2142 || The Best SALES TRAINING On The Internet
sorry there's just so many like hilarious ones about like money and stuff like i will start saving money once i'm rich like all right the thing is is that we do this right we do this i'll pay for the program that'll make me more money when i have more money that's the point of the program i'll pay for the program that'll help me get a six-pack once i have a six-pack once i have more time which the program's gonna help me you know i'm

[36:13] YouTube https://youtu.be/NcD2t9qt-fM?t=2166 || The Best SALES TRAINING On The Internet
saying like it's just it doesn't make it's a fallacy and so what that means is it's a distortion it's not real and so the goal of having these high-stakes conversations is simply showing people we're not attacking we're just walking them through and be like do you realize that this is holding you back

[36:30] YouTube https://youtu.be/NcD2t9qt-fM?t=2183 || The Best SALES TRAINING On The Internet
and i know this better than anyone because i'm a skeptical the reason i can do all these logical things is because i'm the first person i'd overcome right and you might be too so once we attack time from these three angles depends which one they present with if they present with one and then move to the next you can knock all three out you'll probably find some that that make the most sense to you but the thing here is it's not about memorization you just got to get

[36:52] YouTube https://youtu.be/NcD2t9qt-fM?t=2205 || The Best SALES TRAINING On The Internet
it macro you're always going to be busy won't you want the most help when you are busy so they can stick forever yes time my wife showed me my phone turns out i got time but the reality is it's not about what i am doing it's about the stuff i got to stop doing and that's what i help you with right this isn't scripting this is just understanding it right and then when then it's a fallacy it's a distortion it's not real and then just use two

[37:16] YouTube https://youtu.be/NcD2t9qt-fM?t=2229 || The Best SALES TRAINING On The Internet
crazy examples like once i have money then i'll save money when i'm rich right it's just like ridiculous okay so what do we do one reason down and we're getting closer to the core right right so who here is somebody who's like i can't afford it it's too expensive or has heard this from a prospect i was like i better see everybody's hands especially if you're selling high ticket

[37:39] YouTube https://youtu.be/NcD2t9qt-fM?t=2252 || The Best SALES TRAINING On The Internet
which hopefully you get a gasp so these are the four frameworks that i think through there's a million like money closes but these are the ones that i like the most and that that to me resonate the best right and so why a lot is good is kind of like my my first one here and so the reason that if someone gasps or think that this is a lot of money you just ask them is this a lot of money to you and

[38:02] YouTube https://youtu.be/NcD2t9qt-fM?t=2275 || The Best SALES TRAINING On The Internet
they're gonna say yeah if they say no then you're like awesome buy it and if they say yes right and if they say yes then you're like that's the exact reason why you're going to be successful because there's other people who buy this thing and you know what they're not all in on it but the question is do you want to draw the lawn in the sand and go all in do you want to step over the line

[38:18] YouTube https://youtu.be/NcD2t9qt-fM?t=2291 || The Best SALES TRAINING On The Internet
and be the person you want to be because i can tell you that this is not about whether this works not i've already proven that the question is whether you work or not and so if you put more on the line then you have a higher likelihood of being successful so you should be the last person to be worried about this i'm more excited because the best stories

[38:34] YouTube https://youtu.be/NcD2t9qt-fM?t=2307 || The Best SALES TRAINING On The Internet
are always coming from people like you in your exact situation so don't let that be a reason not to do it that should be the reason to do it so the next one is like why is this not a lot so first is the fact that it's a lot for you is good it means you're going to try hard the second was like well it's a lot in

[38:50] YouTube https://youtu.be/NcD2t9qt-fM?t=2323 || The Best SALES TRAINING On The Internet
terms of absolute amount but relative amount it's very little right because if all this does is add ten thousand dollars a month to your income is it worth it if all this does is get you into a bikini is it worth it yeah and so then what happens and the reason that this is a stepping process right is that we're we're just taking these objections out of the way so we can get the person to confront reality not a

[39:14] YouTube https://youtu.be/NcD2t9qt-fM?t=2347 || The Best SALES TRAINING On The Internet
distortion they've created because the reality is the thing they're afraid of and so what happens is when they say yeah if it did that it would be worth it right the problem is they don't believe you right and so it's like great then it's not about the price it's about whether you believe me so you can sidestep it does that make sense we're taking a step closer and then obviously you can use a comparison you know depending on what you're selling if you can price anchor

[39:38] YouTube https://youtu.be/NcD2t9qt-fM?t=2371 || The Best SALES TRAINING On The Internet
with like well here they don't have a four-year degree for doing online fitness that's why the alternative education industry exists and it's because the formal education has failed most of us right anybody graduated here with a four-year degree anyone immediately be able to use that for your degree to get leads make sales no me neither right and what's crazy is that some of

[40:02] YouTube https://youtu.be/NcD2t9qt-fM?t=2395 || The Best SALES TRAINING On The Internet
these degrees are 50 100 200 000 and take four years when you've got something that can help you make make that entire amount of money in half the time right for a tenth of the price when you think about it like that frame it's actually a great deal does that make sense so you just frame it you have to give context all right so number one is the fact that it's a lot for you is

[40:25] YouTube https://youtu.be/NcD2t9qt-fM?t=2418 || The Best SALES TRAINING On The Internet
good it means you're actually going to try number two is if it does what we say it's going to do the value is there so that's not actually what you're opposed to which then we can take the next step all right number three is what's money good for anyways this is actually one of my favorite lines of reasoning

[40:41] YouTube https://youtu.be/NcD2t9qt-fM?t=2434 || The Best SALES TRAINING On The Internet
for a variety of reasons and i'll get to it when you're looking at a prospect or looking at yourself you're going to spend this money either way over the next 12 months you're going to spend it right and in fact not only are you going to spend it you're going to buy the program the question is whether you're going to pay

[40:56] YouTube https://youtu.be/NcD2t9qt-fM?t=2449 || The Best SALES TRAINING On The Internet
for it money or pay for it in time and so like you can learn every single lesson that's in this program whether it's losing weight you know $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com getting leads selling online whatever it is right you're going to learn these lessons but do you want it to take 12 weeks

[41:12] YouTube https://youtu.be/NcD2t9qt-fM?t=2465 || The Best SALES TRAINING On The Internet
or 12 years and the question is are you going to be able to live a thousand lifetimes because of the thousand people that we've helped just like you and gathered all those lessons and put them together so you don't have to do the trial and error for that entire period of time so the question is not whether you're going to buy it or not it's just how do you want to pay and so for me this is a personal note

[41:30] YouTube https://youtu.be/NcD2t9qt-fM?t=2483 || The Best SALES TRAINING On The Internet
and i'll probably say it at the end but like the reason it'll move quickly through life is that i will buy other people's mistakes because it's just it's the only way you can buy time in this life is to buy the knowledge to take less time from other people who have taken their time and like if you think about human civilization in

[41:46] YouTube https://youtu.be/NcD2t9qt-fM?t=2499 || The Best SALES TRAINING On The Internet
general edison took however long to make a light bulb and then we just bought the lesson from him and now we have light bulbs right and the next guy figures out the next thing and then we just buy the lesson from him and that's how we have to move faster so you're going to spend the money either way the question is 12 months from now is it going to be on that didn't get you anywhere or

[42:01] YouTube https://youtu.be/NcD2t9qt-fM?t=2514 || The Best SALES TRAINING On The Internet
stuff that is going to get you somewhere and no matter what you're buying you're buying the program you're just gonna pay time you're gonna pay with money and if we're being real you've probably been paying for time the last six years how's that working for you do you want to do more of that this is also this is a this is a classic

[42:16] YouTube https://youtu.be/NcD2t9qt-fM?t=2529 || The Best SALES TRAINING On The Internet
one it's a very easy one to remember but like who here knows the difference between a self-made billionaire when they had nothing and where you're at right now if you have nothing zero they both you're both broke they were broke you're broke whatever it is that's where you're at right now the only difference is that that proves that if they were successful it wasn't about the resources they had

[42:40] YouTube https://youtu.be/NcD2t9qt-fM?t=2553 || The Best SALES TRAINING On The Internet
it's about how resourceful they were so i'll tell you a quick story about this so anyone here read uh shoe dog right the story of nike so in the story he talks about how he was about to lose everything multiple times it's a crazy story and this time it was like it was it was going to go down like it wasn't going to happen and he needed a tremendous amount of money and he just didn't have it he'd extend all his credit lines the banks

[43:04] YouTube https://youtu.be/NcD2t9qt-fM?t=2577 || The Best SALES TRAINING On The Internet
wouldn't do it and the next lenders they canceled on him and the company's going to fold because he was growing too fast at that point he could have just given up and said there's nothing i can do i backs out all my cards i maxed it on my banks there's literally nothing i can do and his people already worked for free they're like we can't do this anymore

[43:20] YouTube https://youtu.be/NcD2t9qt-fM?t=2593 || The Best SALES TRAINING On The Internet
he went to his vendors and said you need to pay my payroll for me he went to his vendors anybody use like landing page software anyone uh anyone use something from a vendor right it's like going to that guy like going to your videographer me like listen you gotta pay payroll for me this uh this month because otherwise i'm not gonna be able to keep doing business with you because i'll be out of business resourceful not resources

[43:44] YouTube https://youtu.be/NcD2t9qt-fM?t=2617 || The Best SALES TRAINING On The Internet
and the reason this is so important is because when you have nothing it's the easiest excuse to give yourself because you're like well i have nothing that's why i can't it's like of course but every self-made millionaire and every self-made billionaire was self-made and they started with nothing which puts them the exact same seat you are so the question is do you want to have power

[44:01] YouTube https://youtu.be/NcD2t9qt-fM?t=2634 || The Best SALES TRAINING On The Internet
or do you want to not have power when you have power you're resourceful in our resources right and so if we want to make these decisions that are going to help ourselves we need to step into that and so when you're talking to your prospects it's the same thing right does that make sense okay rocking i mean you can drill deeper into this is like do you think there's anyone else who's been in your situation who's achieved this or maybe worse than your

[44:25] YouTube https://youtu.be/NcD2t9qt-fM?t=2658 || The Best SALES TRAINING On The Internet
situation the answer is yes and if they can why can't you right so we're taking steps closer you guys digging this okay cool oh thanks okay thanks i wasn't sure if it was rapt attention or sheer boredom so we're not you feel do you feel what progress you're making like the person presents this is i don't have time this thing shit's busy blah blah and you're like no no we're gonna take one step closer like you know what but i i don't have the money or it's too expensive

[44:56] YouTube https://youtu.be/NcD2t9qt-fM?t=2689 || The Best SALES TRAINING On The Internet
you're like well if you don't have the money you're gonna be successful it's worth it right yes i understand why it's worth it well you don't need money to begin with right you got to be resourceful and you can find the money because i'll ask you this is a fun one for business owners who here has had an unexpected bill ever

[45:12] YouTube https://youtu.be/NcD2t9qt-fM?t=2705 || The Best SALES TRAINING On The Internet
come up taxes right yeah and then all okay so everyone here is still alive who raised their hands who here was able to magically pull money out of their ass and figure out a way to do it raise your hand here's what's crazy you have the ability to be resourceful when it's for someone else and not for you it's because you choose to be powerful when someone else needs it but not for

[45:44] YouTube https://youtu.be/NcD2t9qt-fM?t=2737 || The Best SALES TRAINING On The Internet
yourself up right so stop doing that if you function like you have to make payroll tomorrow and like you you're back on rent you're going to get kicked out you think differently and if instead of paying 46 minutes your landlord you're paying you because that's what you want to do it shifts internally because everyone's here just proved the fact that you can

[46:06] YouTube https://youtu.be/NcD2t9qt-fM?t=2759 || The Best SALES TRAINING On The Internet
be resourceful when you choose to be so just choose to be so number three is it's not sure it's a fit for me so besides the obvious ones which is like i don't want to work out broccoli sucks i i can't do a program where where i i can't do cardio whatever the right um like i said i don't want to do dms i don't want to post on instagram i don't want to have a facebook group whatever right whatever

[46:31] YouTube https://youtu.be/NcD2t9qt-fM?t=2784 || The Best SALES TRAINING On The Internet
the is all right i'm not sure if the vehicle is a fit for me so usually you can overcome the easy ones but if someone is just really sticking hard these are the three that i use to shift perspective okay so this one is new identity new priorities so it's good to have cues for these things which is like we vote with our dollars about the things that we care about and if you show me what someone is spending their money and their time on i can tell

[46:55] YouTube https://youtu.be/NcD2t9qt-fM?t=2808 || The Best SALES TRAINING On The Internet
you what their future is and i'll tell you an interesting story so um i had somebody who was just like you who was like you know what i don't want to do this either and i told her this story can i tell you it yes and this is what you'd say to the prospect right so i was with layla and we went to sephora which is a makeup

[47:11] YouTube https://youtu.be/NcD2t9qt-fM?t=2824 || The Best SALES TRAINING On The Internet
store and i show up like this oh i feel welcome and so we're standing there she's doing something and i usually stay in the corner like this um and i saw these two little girls they might have been like i don't know girl age so like 12 to 15 this like this this and they were like giggly and so excited and they had like the girl with the

[47:36] YouTube https://youtu.be/NcD2t9qt-fM?t=2849 || The Best SALES TRAINING On The Internet
smock came over was like helping her out helping them out and she was like okay this is like eyeliner and this is lipstick and this is whatever blush um i'm just like using words i've heard this is how you paint your face and the thing is the girls were like so excited and then they were like right before they left she was like girls she's like you have to remember like now that you're getting older and you're becoming

[47:59] YouTube https://youtu.be/NcD2t9qt-fM?t=2872 || The Best SALES TRAINING On The Internet
a woman you need to start budging for this stuff all right so you're gonna start buying this every month all right so like remember you got to save some money for this so you can have it and the girls were so excited that they were like yes like we're becoming women now and these are the things that women do it's because when you have new identity

[48:14] YouTube https://youtu.be/NcD2t9qt-fM?t=2887 || The Best SALES TRAINING On The Internet
you have new priorities and so you've had priorities that are aligned with your old identity right there's the you that goes out that you the drinks the you that does the blah blah blah spends money on you shouldn't do spends time on you shouldn't be spending time on and there's the you that you want to be and so right now we can draw the line in the sand and be like do you want to keep

[48:30] YouTube https://youtu.be/NcD2t9qt-fM?t=2903 || The Best SALES TRAINING On The Internet
walking down the road that you have been walking and if you don't then you have to step into a new identity and with that new identity comes new priorities because people who want to be rich spend money on themselves they spend money on education they invest in their skill sets because i want to align my identity with the

[48:48] YouTube https://youtu.be/NcD2t9qt-fM?t=2921 || The Best SALES TRAINING On The Internet
identity of those who came before me who've done the things i want to do right and just like those little girls stepping into that identity we too must step into the identity that we want to be does that make sense and so when you're talking to somebody who's trying to lose weight and they're like i can't afford a gym membership and you're like girl you're spending 200

[49:04] YouTube https://youtu.be/NcD2t9qt-fM?t=2937 || The Best SALES TRAINING On The Internet
bucks on your nails and you've got a thousand dollar outfit on do you think another thousand dollar outfit would make you look better or your high school weight right do you think another thousand dollar outfit would make you look better or being rich as and i say that for those of you who are thinking about on the money side right

[49:29] YouTube https://youtu.be/NcD2t9qt-fM?t=2962 || The Best SALES TRAINING On The Internet
like you waste my i like some of you guys have bigger shoe collections than like it's like fitness like fitness people and shoes it's like the weird like and lululemon and the you know spandex it's like a hundreds pieces anyways so it's like your whole wardrobe could be consolidated into a skill that could buy you as many wardrobes as you want if you chose to right okay rock it i don't like this certain

[49:51] YouTube https://youtu.be/NcD2t9qt-fM?t=2984 || The Best SALES TRAINING On The Internet
aspect this is one of my favorite easiest ones to hit which is like you got to change the change right what you have been doing has been getting what you've been getting and you got to change the change because like i remember i would go through meal plans with people and they'd be like well can we change this because this is

[50:08] YouTube https://youtu.be/NcD2t9qt-fM?t=3001 || The Best SALES TRAINING On The Internet
what i eat for breakfast can we just can we make that to breakfast and i'm like that breakfast makes you look like you that way you spend your first four hours of the day makes your bank account looks like what it does look like oh right right taking steps right we're getting closer to the truth and so the thing is is that it's going to hurt to change because

[50:34] YouTube https://youtu.be/NcD2t9qt-fM?t=3027 || The Best SALES TRAINING On The Internet
change hurts and you've heard this one probably from tony robinson if you haven't the question is whether the pain of staying the same is greater than the pain of change unless we just ask someone and this is in the help part if someone's like the pain of staying the same is not worse than this change it's like then

[50:50] YouTube https://youtu.be/NcD2t9qt-fM?t=3043 || The Best SALES TRAINING On The Internet
girlfriend like gain 50 more pounds and come back you know what i mean like get there i mean hit rock bottom this isn't it for you i'm being real some people rock bottom is 12 body fat some people it's 500 pounds but everyone's got one you just got to know where yours is and all you really got to do is just move what rock bottom is for you which is kind of interesting because you start making a change here which is kind of

[51:12] YouTube https://youtu.be/NcD2t9qt-fM?t=3065 || The Best SALES TRAINING On The Internet
interesting like interesting as a thought but are you in enough pain is the question you ask the person so for those of you who are unwilling to make a change because it feels contrary to like i don't want to do i don't want to seem salesy i don't want to i don't want to help people like whatever right

[51:28] YouTube https://youtu.be/NcD2t9qt-fM?t=3081 || The Best SALES TRAINING On The Internet
like is your current situation more painful than the change that you will have to go through or experience to get to where you want to go and so the last one is hypothetical i actually really love this this is a great framework overall for overcoming lots of different obstacles um or objections that present themselves but the hypothetical there's lots of

[51:44] YouTube https://youtu.be/NcD2t9qt-fM?t=3097 || The Best SALES TRAINING On The Internet
ways of phrasing this which is like you've probably heard the unicorn clothes you probably heard like if this were perfect would you do it i on a scale from one to ten where would this program be if 10 was amazing and one was terrible what you know where is this they say a number and you say cool what would make it a 10 why isn't a one like you guys heard this scripting before so you guys are like no please talk slower

[52:01] YouTube https://youtu.be/NcD2t9qt-fM?t=3114 || The Best SALES TRAINING On The Internet
um the reason i said we have to learn the principles behind it rather than memorizing the script is that it all is based on one thing which is hypothetical which is if this were perfect would you do it because you get a hypothetical agreement and they say yes if it were the thing is if you're like if this were perfect would you do it if someone says no then

[52:17] YouTube https://youtu.be/NcD2t9qt-fM?t=3130 || The Best SALES TRAINING On The Internet
you're like girl okay like let's take five steps back does my breath smell yeah because the thing is they've actually told you a lot there it's like it has nothing to do with the stuff you're talking about they don't trust you and now we can talk about that right so it's a great question to frame like where are we and so it's like if this were perfect would you do it sometimes they'll laugh if you ever pour the left they'll say yes right and so then you get to flip it

[52:40] YouTube https://youtu.be/NcD2t9qt-fM?t=3153 || The Best SALES TRAINING On The Internet
and say then what's different between perfect and what we've got the thing is is that people are very hard they don't actually know how to generate making a program because they're not going to like know all the things you can deliver on the spot right and so they're like most of the time they'll be like i don't know

[52:56] YouTube https://youtu.be/NcD2t9qt-fM?t=3169 || The Best SALES TRAINING On The Internet
you're like right well because it sounds like it's nothing to the program it's all about to do with you so let's talk about that right and all of a sudden boom one step closer to the truth does that make sense yeah yeah all right and that's why we do hypotheticals so if it were perfect what's missing and then

[53:12] YouTube https://youtu.be/NcD2t9qt-fM?t=3185 || The Best SALES TRAINING On The Internet
if you can if it's if they do give you an answer and they're like i just don't want to do broccoli and you're like i'd do green beans would you do it they're like yeah you're like great green means it is sign here right like something you would be amazed how many times like that happened so it's like one crazy thing it's like well if we didn't have that would you do it like oh yeah sure where were you 10 minutes ago right

[53:36] YouTube https://youtu.be/NcD2t9qt-fM?t=3209 || The Best SALES TRAINING On The Internet
and that's how you do hypothetical okay we're making we're making progress still with me still digging okay cool authority all right this is one of my favorite fake and so this one instead of having three i really just have like one very good statement of reasoning that you should understand okay this is real so this is more of a process than it is anything else

[54:01] YouTube https://youtu.be/NcD2t9qt-fM?t=3234 || The Best SALES TRAINING On The Internet
but the spouse or decision maker is not there right now note for you guys a lot of you guys have had the opportunity to go talk to a spouse but a lot of you guys don't have that in your business right like spouse ain't there and they leave they're not coming back right where they are but very small percentage don't wait for it okay so

[54:19] YouTube https://youtu.be/NcD2t9qt-fM?t=3252 || The Best SALES TRAINING On The Internet
what we have to do is try and sidestep it by isolating the objection and casting aside the partner because the partner's not there so how could they object to anything they don't even know who you are right and so the idea is and again this is assuming if you have a really long term thing then you want the partner to be there

[54:34] YouTube https://youtu.be/NcD2t9qt-fM?t=3267 || The Best SALES TRAINING On The Internet
right like ideally that's what you have but if you don't have the opportunity then you got to go through the next step all right which is what do you think they wouldn't like and then they will tell you and then you just overcome the thing which has nothing to do with the spouse because spouse isn't there right very easy side step does that make sense

[54:51] YouTube https://youtu.be/NcD2t9qt-fM?t=3284 || The Best SALES TRAINING On The Internet
this works really well it's like why wouldn't they what's like cause they don't want me to fail whoa they don't want you to fail let's talk about you and so this is the process that i walk through do they approve of your current struggle they happy that you're struggling no okay then why would they not approve of something that's going to fix something they already don't approve of

[55:14] YouTube https://youtu.be/NcD2t9qt-fM?t=3307 || The Best SALES TRAINING On The Internet
right they're not happy with how you're currently doing why would they be against something that's already making them unhappy right right well let me ask you this and their paws like if the rules were reversed and your husband needed this to make what he wants his dreams happen or your wife needed this program to make her dreams happen would you support her

[55:38] YouTube https://youtu.be/NcD2t9qt-fM?t=3331 || The Best SALES TRAINING On The Internet
then why wouldn't you support you right right and i think the real problem that we're dealing with here and this is the kicker is for everybody is that you're asking for permission instead of support because it is your life not theirs and what happens is if you give that power to them and then two years from now you're still fat you're still poor

[56:03] YouTube https://youtu.be/NcD2t9qt-fM?t=3356 || The Best SALES TRAINING On The Internet
whatever it is who are you going to blame them and so that's when you have a resentful marriage because you didn't own your and so i'm not saying you shouldn't like explain the decision to them but the way you explain to them is what i just said which is if i don't do this for me i'm going to end up resenting you and i don't want that and instead of me bitching to you every

[56:26] YouTube https://youtu.be/NcD2t9qt-fM?t=3379 || The Best SALES TRAINING On The Internet
day about how we don't have money or about how i don't like my body i'm now doing this and i'm joining a group of support of community of people just like me and crazy enough for some reason doctors go to college right right that makes sense they go to medical school lawyers go to law school but where do entrepreneurs go there's no

[56:43] YouTube https://youtu.be/NcD2t9qt-fM?t=3396 || The Best SALES TRAINING On The Internet
entrepreneur school no one teaches the stuff but it turns out there are people who teach it just for this specific industry and i can take failures of a thousand people and pack it into a year and it's one-tenth the price of a four-year degree right and so instead of whining to you what i commit to is i'm gonna show up and be a better husband a better wife a better partner i'm not gonna to you about the stuff because i'm gonna

[57:06] YouTube https://youtu.be/NcD2t9qt-fM?t=3419 || The Best SALES TRAINING On The Internet
take this seriously i'm gonna go all in and i'm not asking you permission i'm just asking for your support all right that's how you can overcome it because i'm be real with you it is about them and you have to believe that like you can't say this unless you believe it because like you will you save marriages

[57:24] YouTube https://youtu.be/NcD2t9qt-fM?t=3437 || The Best SALES TRAINING On The Internet
by showing people that they're the ones in control because if they keep saying my husband's not gonna let me buy a weight loss program what do you think she's secretly saying i can't believe you won't let me do it right if that's real if she's using it as a foil you side said be good to self right but that might be the real thing and if that is the thing then you have to let them step into that and that's where you know having that's where like having a

[57:48] YouTube https://youtu.be/NcD2t9qt-fM?t=3461 || The Best SALES TRAINING On The Internet
three-day no-sweat guarantee or something like that is also helpful it's like hey sign up and i use i use a lot of rapport and humor in my selling and so i'd be like hey cindy if you sign up and you tell your husband and he's upset you have and when he sees you he's like girl i don't want you to get in shape i want you to stay overweight i want you to put those sweatpants on i want you sit on that couch reach your hand a bag of cheetos put the the cheetos fingers

[58:13] YouTube https://youtu.be/NcD2t9qt-fM?t=3486 || The Best SALES TRAINING On The Internet
on there i want you to create generational unhealth i want you to live 10 years less long i want you to see our grandkids i don't want that right i want to marry a younger better you sooner because you're going to have a heart attack if he says that to you you have him calm and then they're like cracking up and you're like okay okay listen sign

[58:29] YouTube https://youtu.be/NcD2t9qt-fM?t=3502 || The Best SALES TRAINING On The Internet
up three day no sweat like if he if he does tell you that he just wants you to be out of shape and never leave him because uh because he's once you get too hot because he's insecure if he says that um yeah just let me know all right so like the whole time you're just joking and stuff but the three-day guarantee helps like nudge a lot of

[58:46] YouTube https://youtu.be/NcD2t9qt-fM?t=3519 || The Best SALES TRAINING On The Internet
these people over is that cool you guys get that one okay sweet and so that goes for you right like it's it's about support not permission that's the bottom line right support not permission because otherwise you're 59 minutes going to blame them for your lack of dreams being realized rather than blaming the person it should which is you all right so this is avoidance now we're getting to the core

[59:08] YouTube https://youtu.be/NcD2t9qt-fM?t=3541 || The Best SALES TRAINING On The Internet
we've gotten rid of time we know that you've got time and the best time to do it is today because you're going to be busy forever right value we know that you can't afford it if you can't afford it you'll buy it if you can't afford it's a great reason to do it and if the value is there then there's no reason not to because

[59:25] YouTube https://youtu.be/NcD2t9qt-fM?t=3558 || The Best SALES TRAINING On The Internet
it'll pay for itself right what's money good for anyways you're gonna pay for the program regardless you wanna pay less time or more time value's not a problem fit you got to step into an identity right you've got to be willing to change and the question is just whether the pain that you're experiencing

[59:42] YouTube https://youtu.be/NcD2t9qt-fM?t=3575 || The Best SALES TRAINING On The Internet
is less than the pain of the change that takes to experience the next thing right if they step into that they're good because it's not about resources it's about resourcefulness so fit's not an issue authority they have to own it it's about support not permission we all here do you feel like we've peeled the layers back on your prospects and they're just laid bare naked there just you've solicited the sale

[1:00:06] YouTube https://youtu.be/NcD2t9qt-fM?t=3599 || The Best SALES TRAINING On The Internet
now you got to close all right avoidance so now they're like wait what do you think about it so now that we've exhausted i'm putting this as emphasis we've exhausted all outside reasons now we're finally talking to someone in power and that is what a good coach does we don't make decisions for people we help them make decisions so here's i have to think about it not sure give me

[1:00:31] YouTube https://youtu.be/NcD2t9qt-fM?t=3624 || The Best SALES TRAINING On The Internet
a hand who's dealt with somebody who says things that way all right at least one person here i'm kidding all you guys did you guys are great so this is how i divide this up past present future and so hopefully this should already before i dive into these give you simple frameworks to work through time you've got macro micro when

[1:00:47] YouTube https://youtu.be/NcD2t9qt-fM?t=3640 || The Best SALES TRAINING On The Internet
then right you've got you got value you're thinking about it's not a lot of money even if it were a lot of money it's not a lot of money you're going to pay for it either way but you have the simple frameworks that you can walk through you might just hit them with one and if they hit it with again give them the other angle because they're logical frameworks they're not scripts that's why i made them bubbles you don't have

[1:01:02] YouTube https://youtu.be/NcD2t9qt-fM?t=3655 || The Best SALES TRAINING On The Internet
to memorize it just gotta understand it past so like i need to think about it and so the thing is and this the first bubble there is if someone's like i feel like this is happening so fast can we get that one like i just i just got on the phone with you i don't really know who you are and you're like hey this is not a fast decision right you've been

[1:01:18] YouTube https://youtu.be/NcD2t9qt-fM?t=3671 || The Best SALES TRAINING On The Internet
making this decision for last six years you continually make the decision all we're doing to say is deciding you're actually going to do something about it right how long you want to lose weight a long time so this is not a fast decision at all but the thing is is that and this is where you go sunk cost so if i were talking to you guys i would

[1:01:34] YouTube https://youtu.be/NcD2t9qt-fM?t=3687 || The Best SALES TRAINING On The Internet
say you find you know you bought tickets because you saw some ad you registered there you got your flights you got a hotel you blocked the time you flew here you listened to this whole thing you're six inches from gold this isn't a fast decision at all you did all these things to get here because it's important to you so don't let that distortion stop you from getting what you want right it's fear

[1:01:59] YouTube https://youtu.be/NcD2t9qt-fM?t=3712 || The Best SALES TRAINING On The Internet
right let's face that what are you afraid of having happen which by the way i took the slide out but my two favorite questions to ask in a in a sale that i feel like are the fastest to cut through is what are you most afraid of having happen if you buy what are you most afraid of what's the worst thing that you envision in your mind and if they're not sure i just fill in the bikes i'm like i take your credit card i swipe over as much as i possibly can i go to vegas i put it

[1:02:24] YouTube https://youtu.be/NcD2t9qt-fM?t=3737 || The Best SALES TRAINING On The Internet
all on black and then i go to monaco where they can't extradite me fair enough and they're like i was not thinking that and you're like right so what's the worst you know like what's what's the real thing like and then they're like you know i just have bought so many programs before you're like right

[1:02:39] YouTube https://youtu.be/NcD2t9qt-fM?t=3752 || The Best SALES TRAINING On The Internet
let's talk about that right and so i'm gonna skip one forward and then i'm gonna go back to it this is one of my favorite obstacle or objection overcomes it's i call don't let it burn you twice and this literally you can see the date it happened yesterday this girl texted me or messed april 6th she said it's crazy to think that i had a sales call

[1:02:57] YouTube https://youtu.be/NcD2t9qt-fM?t=3770 || The Best SALES TRAINING On The Internet
with you six years ago and i'm kicking myself in the butt for not jumping on this is yesterday right like i don't even know the company anymore and i said you let a bad decision burn you twice once when you made your poor investment but a second time when you let that bad investment stop you from a good investment it would be like anybody ever have a boyfriend or girlfriend in middle school or high

[1:03:14] YouTube https://youtu.be/NcD2t9qt-fM?t=3787 || The Best SALES TRAINING On The Internet
school that they're not currently married to anyone just like just come on help me out here okay it would be like having a bad eighth grade boyfriend or girlfriend and being like you know what men aren't for me all coaches suck right there's good coaches there's bad coaches there's crazy ass and there's crazy ass dudes you know what i mean

[1:03:37] YouTube https://youtu.be/NcD2t9qt-fM?t=3810 || The Best SALES TRAINING On The Internet
like there's also good ones and some things if you stop if you let the bad one prevent you from the good one you get burned by being with the bad one and because you let the bad one control your next decision right and so when someone has had a bad experience with doing keto or whatever the right or you had a bad experience with some program that you did or did not do or they didn't fulfill whatever either way

[1:03:59] YouTube https://youtu.be/NcD2t9qt-fM?t=3832 || The Best SALES TRAINING On The Internet
don't let that burn you twice because no matter what you're gonna have to do you're gonna have to do these actions whether you're part of the program or not you gotta do these workouts where you're part of the program or not it doesn't matter you're gonna have to do it so you might as well do it but somebody can get you there faster right let me go back one real quick so

[1:04:16] YouTube https://youtu.be/NcD2t9qt-fM?t=3849 || The Best SALES TRAINING On The Internet
it's not a fast decision and this is another one that i love which is do you think that you're maybe in this position because you have struggled to make a decision in the past you have waffled when it came time to make to make the hard call have you been in this conversation and said no before yeah do you think that's why you're here

[1:04:33] YouTube https://youtu.be/NcD2t9qt-fM?t=3866 || The Best SALES TRAINING On The Internet
yeah do you think that might be the reason you should change that yeah okay let's change it one decision change your life and the last one is like are you tired of another year of almost right tied another year of almost hitting your goals of almost getting to 10k a month of of almost you know hiring the team that you wanted of almost retiring your your wife or husband or almost moving into the neighborhood that you wanted to move into or almost being

[1:04:57] YouTube https://youtu.be/NcD2t9qt-fM?t=3890 || The Best SALES TRAINING On The Internet
able to pay for your kids recreational sports rather than not being able to because you can't afford it you're tired of another year of almost well if you're tired of another you're almost and we can't do what we're doing to get here for another year because we're gonna get another year almost and so the question isn't what it costs you but how much has it cost you

[1:05:12] YouTube https://youtu.be/NcD2t9qt-fM?t=3905 || The Best SALES TRAINING On The Internet
to not decide up to this point right the cost of inaction and i think that when we think about our lives in reverse we never regret the things that we did we regret the things we didn't do the opportunities that we let pass by and i think that if you can let that person step into that power they will

[1:05:29] YouTube https://youtu.be/NcD2t9qt-fM?t=3922 || The Best SALES TRAINING On The Internet
make the decision to help themselves like this person did not all right present so depends on what you're talking to someone's talking about past stuff then you deal with the past stuff the second frame for avoidance is present which is they just don't know how to make a decision right and so you have

[1:05:44] YouTube https://youtu.be/NcD2t9qt-fM?t=3937 || The Best SALES TRAINING On The Internet
to help them make a decision and so this one the rocking chair is one that i just for some reason have used a tremendous amount of time especially when i'm selling weight loss is to be like i just really really need to think about it like totally understand well let's walk through like what that looks like you're not gonna like go home sit in the rocking chair you know smoke

[1:06:01] YouTube https://youtu.be/NcD2t9qt-fM?t=3954 || The Best SALES TRAINING On The Internet
a cigarette because of course you're not healthy yet right you'll quit when you're healthy right you're smoking your cigarette you're like hmm am i gonna do this weight loss program right you just sit there and stare into the clouds like i wonder no of course you get in your car and then you're gonna realize you got to pick up timmy from soccer practice you got to get groceries you got to cook you got to clean you got to

[1:06:15] YouTube https://youtu.be/NcD2t9qt-fM?t=3968 || The Best SALES TRAINING On The Internet
pick up you know go do laundry gotta do all these things right and then three four five days from now you're gonna put on that old pair of jeans and it's not gonna fit and you're like and just there you'll have made the decision you'll keep living your life and so let's just make it now because the reality is that it doesn't take

[1:06:33] YouTube https://youtu.be/NcD2t9qt-fM?t=3986 || The Best SALES TRAINING On The Internet
information to make decisions so it doesn't take time to make decisions it takes information and i'm the only source of information you got so let's talk i'm here i'm here for you let's do it right because that's the fallacy is that people think they need more time to make decisions because they assume they will

[1:06:50] YouTube https://youtu.be/NcD2t9qt-fM?t=4003 || The Best SALES TRAINING On The Internet
get more information in that time but if you are the source of the information then time does not help them and so let's confront it now and let me answer the questions you have to make the decision one way or another does that make sense all right and so then they're like well then how do i make a decision you're like glad you asked so there's three things that we got to understand do you believe that this product or service is going to help you achieve

[1:07:13] YouTube https://youtu.be/NcD2t9qt-fM?t=4026 || The Best SALES TRAINING On The Internet
what you want yes or no they're going to say yes right if they don't you can confront it note all of these are confronting decisions so we've moved all the way down the onion right we're at truth now and all like the theme of the of the last bullet is confrontation we have to confront the decision we got to peel it back and be like are we going to do this or not right because we

[1:07:36] YouTube https://youtu.be/NcD2t9qt-fM?t=4049 || The Best SALES TRAINING On The Internet
already got out the time we got out the fit we got out the sp we got everything out of the way it's just you do you think that this is going to help you get closer to your goals yes or no two do you trust me to fill to fulfill my word that i said i'm going to help you i'm going to do these calls i'm going to do these workouts i'm going to do whatever right three this is the mo probably the most

[1:07:53] YouTube https://youtu.be/NcD2t9qt-fM?t=4066 || The Best SALES TRAINING On The Internet
important one do you think it'll work for you and if they say no you say why not and then they have to defend why not and then it's very easy at that point it's a six inch putt all right and once they say yes to all three which is usually what will happen they're like cool we'll make the decision together you know how to make the decision

[1:08:09] YouTube https://youtu.be/NcD2t9qt-fM?t=4082 || The Best SALES TRAINING On The Internet
they'll say no you go through the three the last question is they said yes yes yes it's just do you have or have access to the amount of money to get started do you have the amex do i want to help you enroll in an mx cause i wanna i wanna help you i'm good either way but if you believe that this is going to

[1:08:24] YouTube https://youtu.be/NcD2t9qt-fM?t=4097 || The Best SALES TRAINING On The Internet
help you get closer you believe that what i'm saying is true and you believe that you can be successful it's my moral obligation to get you going and do everything in my power to help you get the money or get access to it because the real world is if i was giving you a ferrari right now for five thousand dollars you'd find the money if your landlord needed you to come up with ten thousand dollars because you had

[1:08:40] YouTube https://youtu.be/NcD2t9qt-fM?t=4113 || The Best SALES TRAINING On The Internet
background in payroll you'd find the money so find the money let's do it right three who wants to make informed decisions yes how can you make an informed decision if you haven't even tried it huh so this is when you have some element of trial in the program or some sort of guarantee which is why i'm a big fan of guarantees it's like well

[1:09:04] YouTube https://youtu.be/NcD2t9qt-fM?t=4137 || The Best SALES TRAINING On The Internet
you can't make the decision to buy that's informed until you're on the inside so i'm not even asking you to make a decision right now i'm just actually making an informed decision which you can only do on the inside and if after 30 days i'm not what i said this product doesn't do what i told you i didn't fulfill my promise and you don't think it's gonna work for you you

[1:09:20] YouTube https://youtu.be/NcD2t9qt-fM?t=4153 || The Best SALES TRAINING On The Internet
let me know i'll give you the money back low pressure you get someone to decide but not deciding even easier that make sense think that'll help you close yeah all right and then uh this one is i it depends on who you're selling to but sometimes if you have a logical person it's like do you know what deciding even means like where the etymology of the work comes from it's d cadere which is latin

[1:09:43] YouTube https://youtu.be/NcD2t9qt-fM?t=4176 || The Best SALES TRAINING On The Internet
which means to cut off to kill off and so the question is which future are we killing off today are we killing off the future of the dreams that you want are we killing off the future sorry are we killing off the future 1 hour, 10 minutes of of not doing anything and the life that you've lived up to this point because indecision is a decision

[1:10:07] YouTube https://youtu.be/NcD2t9qt-fM?t=4200 || The Best SALES TRAINING On The Internet
inaction is an active decision right and so it's just which one are we killing today we kill your dreams we clean your past second last one future so we talked about past so if they're thinking about the past things that hurt them don't burn you twice etc right they don't know how to make a decision rocking chair this is how you

[1:10:23] YouTube https://youtu.be/NcD2t9qt-fM?t=4216 || The Best SALES TRAINING On The Internet
make a decision three things you've accessed the money great let's get going you want to kill your past you want to kill your future right awesome we're talking about the future this is actually magnifying pain which is cool you got here it's been five years you've been struggling how's another five years sound what if we just keep doing let's go with

[1:10:41] YouTube https://youtu.be/NcD2t9qt-fM?t=4234 || The Best SALES TRAINING On The Internet
indecision let's look at it what is five years of you doing what you've been doing look like and is that a place you want to be no you got to change the change let's do it right and then you go right into let's consider the options which is like like this is logic right so let's consider the options option one you do the thing you get the result

[1:11:05] YouTube https://youtu.be/NcD2t9qt-fM?t=4258 || The Best SALES TRAINING On The Internet
life is awesome option two you don't do the thing you don't get the result because you didn't do the thing option three you do the thing but then you don't get the result all these are the options that can happen in front of you because we have a guarantee they're all risk-free except for one of them only one of them has a true guarantee of not getting you where you want which is walking out the door so which risk-free option you want the one that's risk-free that guarantees

[1:11:28] YouTube https://youtu.be/NcD2t9qt-fM?t=4281 || The Best SALES TRAINING On The Internet
that you're not going to get there or the one that's risk-free and has the potential to get you where you want to go right that's not an emotional close it's logic and if you have an offer that's set up that way you should be able to close most people as long as they don't think you're an right okay

[1:11:44] YouTube https://youtu.be/NcD2t9qt-fM?t=4297 || The Best SALES TRAINING On The Internet
this is one that's more around urgency because again this is avoidance if someone says i'm still not sure i want to think about it more or whatever you say well you're not going to struggle forever right like you don't want to struggle forever you're going to do something about this whether it's weight loss business whatever they're going to say yes

[1:12:01] YouTube https://youtu.be/NcD2t9qt-fM?t=4314 || The Best SALES TRAINING On The Internet
you're like well if you're going to fix your business eventually you might as well start fixing it now so you can start enjoying the fruits of that labor sooner would you prefer making more money faster or slower what's your preference great so if you're going to do it eventually you might as well do it now

[1:12:16] YouTube https://youtu.be/NcD2t9qt-fM?t=4329 || The Best SALES TRAINING On The Internet
so it makes sense it's a little nudge this is a final one that i just really like from a framing perspective which is instead of like this has to be my savior this program has to get me to an ifbb pro bikini body and i'm 100 pounds overweight probably not realistic right reframing the question is do you think that making the decision is

[1:12:39] YouTube https://youtu.be/NcD2t9qt-fM?t=4352 || The Best SALES TRAINING On The Internet
going to be help you get closer or further from your goal that's it because if we keep making decisions that keep getting us closer we will get there eventually but if we make decisions that get us further away we will not get there and so do you think that this is going to get you closer to your goal than what you're currently doing yes

[1:12:55] YouTube https://youtu.be/NcD2t9qt-fM?t=4368 || The Best SALES TRAINING On The Internet
what are we waiting for we don't need to be snipers we need to be directionally right we do that long enough we'll get there does that make sense that helps you too because we have this fear of perfectionism is this gonna be the one probably not but it will get you way closer right so i can tell you there's no one

[1:13:12] YouTube https://youtu.be/NcD2t9qt-fM?t=4385 || The Best SALES TRAINING On The Internet
program that changed my life but the decision to buy education changed my life forever does that make sense all right boom and so let me look at the top we have no reasons left not to own the power that you have it's just you all right and here's bonus number six and you can use this as one of like there's some clothes that you use all

[1:13:35] YouTube https://youtu.be/NcD2t9qt-fM?t=4408 || The Best SALES TRAINING On The Internet
the time you always go back to right the reason you are telling yourself not to do this is the reason you do it how long do you want i can't afford this to be on your list of problems in life the fact that you don't have time is the very reason you need to do this the fact that you're so dependent on your spouse is the reason you need to

[1:13:52] YouTube https://youtu.be/NcD2t9qt-fM?t=4425 || The Best SALES TRAINING On The Internet
take this decision and own it right the fact that you're not sure about the person that you want to be is the very reason that we're going to help you get it in this program so whatever the 1 hour, 14 minutes reason is is usually the biggest chain that you're holding on to is the thing that you're enslaving yourself to is the thing that you're casting your power to

[1:14:07] YouTube https://youtu.be/NcD2t9qt-fM?t=4440 || The Best SALES TRAINING On The Internet
if you break that chain power comes back to you and so the very reason that you're holding yourself back is typically the very reason that you need to do it so hopefully this helps you realize that you and your clients are always in complete power did i accomplish that awesome thank you and like i promised at the beginning my hope is that you become more powerful by

[1:14:31] YouTube https://youtu.be/NcD2t9qt-fM?t=4464 || The Best SALES TRAINING On The Internet
making decisions rather than letting life make them for you all right so here's a few final thoughts fortunes are created by taking a lot of risk with a little bit of money fortunes are maintained by taking a little bit of risk with a lot of money and every one of those people that was self-made takes a lot of risk a little bit of money and sometimes you need to take that step because it's the only way to build the fortune all right and if

[1:14:56] YouTube https://youtu.be/NcD2t9qt-fM?t=4489 || The Best SALES TRAINING On The Internet
everything that i've ever made in my life sorry everything that i've made in my life is the result of investing in my own education it has gotten me far higher returns than any stock any real estate any crypto right any whatever by a mile and people say like it's all about investing yourself like i just i think it sounds amorphous it's like buy experience and skills because no government can take that from

[1:15:21] YouTube https://youtu.be/NcD2t9qt-fM?t=4514 || The Best SALES TRAINING On The Internet
you no divorce can take that from you nothing can take that from you and i come from a family where so we're persian and so my my parents had to flee iran during the revolution and so they had land and houses and other stuff right and my uncle was uh the brother to a guy who started the lottery in iran he owned the lottery because you can do that there right very rich

[1:15:51] YouTube https://youtu.be/NcD2t9qt-fM?t=4544 || The Best SALES TRAINING On The Internet
and so my dad and him he went to london my dad went to the u.s he had no skills and he was able to just forge enough money to buy a print shop and he lives above the print shop in london and still to this day that's what he does and went to visit him it was incredibly sad seeing just like what once once a incred and his wife my dad gave her a scarf and it was like a nice scarf apparently and she just

[1:16:15] YouTube https://youtu.be/NcD2t9qt-fM?t=4568 || The Best SALES TRAINING On The Internet
bawled she's like i used to have rooms of these and now i have nothing and blah blah blah right my dad came the united states with a thousand dollars but because he had skills he built it all from scratch and so i mean he was a doctor as all middle eastern and indians are um right doctor lawyer account engineer anyways uh the only four approved paths but when we say invest in that

[1:16:40] YouTube https://youtu.be/NcD2t9qt-fM?t=4593 || The Best SALES TRAINING On The Internet
we come from a place where like it was literally all taken the government was like that's our house now that's our land now that bank account is our bank account now and so that was why it was so and like that might be a benefit for me i had somebody who's always like it's the only thing no one can take from you and so why would you not invest in the one thing that can never be stolen can never be taken and compounds with time

[1:17:04] YouTube https://youtu.be/NcD2t9qt-fM?t=4617 || The Best SALES TRAINING On The Internet
and it increases your capacity to make money increases your capacity to live and so i like to think of the investments that i've made in myself as bricks on a bridge and so if i'm on the bottom left here and where i want to be is the top right ish right looking like the nightmare before christmas now you're going like there are many skills that it takes to cross the bridge right and just like you

[1:17:30] YouTube https://youtu.be/NcD2t9qt-fM?t=4643 || The Best SALES TRAINING On The Internet
have an arithmetic teacher in high school once you learn calculus you're not like that guy was a load of calculus is what no you have to learn things in sequence right and so the thing is is that we build this bridge it's one brick at a time and i always come back to the same question which is is this going to get me closer to where i want to go

[1:17:47] YouTube https://youtu.be/NcD2t9qt-fM?t=4660 || The Best SALES TRAINING On The Internet
i don't need it to get me there i just need to get closer and if i get better i'll get there eventually right as long as i don't stop moving and so that's why that's that what i've dedicated my life to education my mission is to document and share the best practice of building world-class companies because when you realize that you are

[1:18:04] YouTube https://youtu.be/NcD2t9qt-fM?t=4677 || The Best SALES TRAINING On The Internet
the source you realize that superman is not coming it's just you and every decision that you make is a vote towards or against the person that we want to be and so the question for you is that are your decisions voting towards the person that you want to become or just more of what you already have and so people ask me all the time how do you move so quickly and the answer is i know how to buy time

[1:18:27] YouTube https://youtu.be/NcD2t9qt-fM?t=4700 || The Best SALES TRAINING On The Internet
and the follow-up question is how do you buy time you buy time by buying the time took other people to make mistakes that taught them the lessons that's how you do it right that's that's the heck and so right now the ignorance of not knowing how to create a million dollars a year is costing you a million dollars a year the fact that you don't know how to make

[1:18:43] YouTube https://youtu.be/NcD2t9qt-fM?t=4716 || The Best SALES TRAINING On The Internet
a million dollars a year is costing you a million dollars a year think about it right and so therefore you should always be willing to invest money to increase the capacity for your income because once you have it that capacity pays you forever you're increasing your ability does that make sense we're widening the pipe and so when i thought about this i just added zeros to it and i was like it's costing me a billion dollars a

[1:19:07] YouTube https://youtu.be/NcD2t9qt-fM?t=4740 || The Best SALES TRAINING On The Internet
year not knowing how to make a billion dollars god right but it's true because the thing the number one tax that no one appreciates or no one respects is not the tax of the government it's not capital gains it's not income tax it's the time tax of ignorance someone asked layla yesterday what's the number one thing that people from 0 to 10k are messing up

[1:19:31] YouTube https://youtu.be/NcD2t9qt-fM?t=4764 || The Best SALES TRAINING On The Internet
you don't know what the you're doing that's what's messing you up you're ignorant you have no idea you're eating an orange like an apple no clue right and it's not because you don't have the processing power it's not because you don't have the ability to reason it's because you just don't know and so the goal is to pay down the time tax of ignorance as fast as humanly possible and the only way you do that is by educating and investing

[1:19:54] YouTube https://youtu.be/NcD2t9qt-fM?t=4787 || The Best SALES TRAINING On The Internet
yourself right specifically investing in experiences that build skills so make the decisions that to help yourself implement like crazy take ownership because we just discovered that all the other is not real it is literally a distortion of reality that anything that you give your power to that's not you is fake you're making it a false god in your life and your prospects are too and now

[1:20:19] YouTube https://youtu.be/NcD2t9qt-fM?t=4812 || The Best SALES TRAINING On The Internet
you know how to confront those when your mind tries to play tricks on you and realize that there are no silver bullets no program is going to save your life all right but some things can move you close to your goals and when those rare opportunities present themselves take them all right because either you win or you learn and both of those get you closer to wherever you want to go all right and so

[1:20:44] YouTube https://youtu.be/NcD2t9qt-fM?t=4837 || The Best SALES TRAINING On The Internet
i'll wrap up with this ten years ago i had to that was me in a swanky uh you know when i was a consultant looking cool it was actually after i don't even have a good picture when i was a consultant but there's me in a suit um 1 hour, 21 minutes and i i knew i hated the job that i had um i made okay money but i just like i just really wasn't happy um

[1:21:08] YouTube https://youtu.be/NcD2t9qt-fM?t=4861 || The Best SALES TRAINING On The Internet
and i emailed 40 gym owners i was like hey i think i want to get in fitness can somebody like help me out one guy was like sure you can work for free i was like awesome uh that guy was saying back to your and anybody know who sam bacteria is ray's hand geez okay well seven-figure sam is what he used to be known as he actually died during covet which was really sad for me because i really looked up to sam

[1:21:32] YouTube https://youtu.be/NcD2t9qt-fM?t=4885 || The Best SALES TRAINING On The Internet
and the thing is is that when i got to his office i literally drove across the country from baltimore to l.a or chino hills which is where he was and i showed up without notice and he was like you're a psychopath i just met you from the internet i was like i'm here i'm ready to learn he was like i'm going to lunch

[1:21:49] YouTube https://youtu.be/NcD2t9qt-fM?t=4902 || The Best SALES TRAINING On The Internet
and um but right after he came back from lunch he was like all right so you should join my my mastermind and i was like i don't have a gym he's like that's okay it was a gym mastermind um and i didn't i mean like i was 22 like i did not have a lot of money um and he was like well it's 10 grand and i was like i

[1:22:13] YouTube https://youtu.be/NcD2t9qt-fM?t=4926 || The Best SALES TRAINING On The Internet
i don't know and he's like you need to commit man he's like you've been waffling back and forth i had multiple phone calls with him before i left um he's like i think you need to draw a line in the sand and thank you god you know thank god he did because i did take a step over i had no idea what the i was doing but i was trying to start paying down the time tax of ignorance and i got around a whole bunch of other fitness professionals and

[1:22:36] YouTube https://youtu.be/NcD2t9qt-fM?t=4949 || The Best SALES TRAINING On The Internet
i learned way more from all of them than i ever learned from sam but because of that my belief started to change the ways i saw the world change the traits i started to embody change and started taking steps the mastermind i got from sam is not what made me a hundred million dollars but it got me on the right path towards

[1:22:53] YouTube https://youtu.be/NcD2t9qt-fM?t=4966 || The Best SALES TRAINING On The Internet
making it and so if you can make those choices i think it's these small steps not believing that it's going to be a savior but believing that it's aligned with where you want to go and believing in yourself that if you keep walking on this path you'll get there so thank you guys so much


VIDEO
TITLE: Why Paying for a Course Is Almost Always Worth It
URL: https://youtu.be/NeCiS1C9amQ
PRIMARY_TOPIC: content
TOPICS: content, offers

[0:00] YouTube https://youtu.be/NeCiS1C9amQ?t=0 || Why Paying for a Course Is Almost Always Worth It
So you paid $3,000 for a Facebook ads weekend workshopy type thing. Um these days, so we're sort of almost 10 years on from that. Do you think there's value in people paying for something like that or can everything just be learned on YouTube and there's no point in paying for a thing? Yeah, I think things can get learned on

[0:17] YouTube https://youtu.be/NeCiS1C9amQ?t=10 || Why Paying for a Course Is Almost Always Worth It
YouTube. I think what you pay for is speed. So you pay for speed, you pay for trouble troubleshooting, you pay for somebody else who's already done it and not up as many times as you're about to to get you there faster. Like I remember most of the I've I've paid for tons of one-on-one stuff. So I had a guy

[0:32] YouTube https://youtu.be/NeCiS1C9amQ?t=25 || Why Paying for a Course Is Almost Always Worth It
who had a course. This is later, this probably two, three years later. I didn't I I knew enough to make, you know, to get ads going, but like I really I wasn't like a genie at it. I just knew enough to get leads so I could sell them. Um but a few years later, I wanted to get more sophisticated. I wanted to learn how to retarget. I

[0:45] YouTube https://youtu.be/NeCiS1C9amQ?t=38 || Why Paying for a Course Is Almost Always Worth It
didn't know any of that stuff. And so I paid a guy who had a course. He said, "I don't do one-on-one. I only do courses. I don't sell my time." And I was like, "It's America. Everyone sells their time. Just tell me what the price is." Went back and forth and finally it was like 750 an hour. And I was like, "Done.

[0:57] YouTube https://youtu.be/NeCiS1C9amQ?t=50 || Why Paying for a Course Is Almost Always Worth It
Cool. And I think I did eight sessions with them. So it cost me like 50,600 bucks. And cuz I didn't want to just learn how to run ads. I wanted to learn how he would think through running my ads. And so the deal was he would get on and then I would be like, "This is all the stuff from last week. This is what I

[1:11] YouTube https://youtu.be/NeCiS1C9amQ?t=64 || Why Paying for a Course Is Almost Always Worth It
have. This is what I'm thinking of doing. What why is it wrong or what would you do?" And then he I did all the clicking of the buttons and he would tell me why he would think about things in different ways. And so that was how I learned how to and it only took me like eight sessions. So it was like not like

[1:24] YouTube https://youtu.be/NeCiS1C9amQ?t=77 || Why Paying for a Course Is Almost Always Worth It
I didn't even have to go through a course. I took eight hours and I and I learned the skill. Probably by the sixth time I was like, I'm good. And I just did two more to make sure that nothing happened. Yeah. And now you've leveled up your baseline for how much money you can earn by having totally having this.

[1:36] YouTube https://youtu.be/NeCiS1C9amQ?t=89 || Why Paying for a Course Is Almost Always Worth It
So I spent $5,600. $5,600. If I wanted to go run ads for gyms, if that was all I wanted to do and have no employees, I could make 10 20 grand a month easily if that's all I wanted to do. So like there's, you know, I mean like you just keep adding to your to your skill set and stacking on top. Now I also knew how

[1:51] YouTube https://youtu.be/NeCiS1C9amQ?t=104 || Why Paying for a Course Is Almost Always Worth It
to sell there. So, you know, you stack those two skills together, all of a sudden I'm a $100,000 a month skill, right? And so, they just keep multiplying and multiplying and multiplying. Nice. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift.

[2:04] YouTube https://youtu.be/NeCiS1C9amQ?t=117 || Why Paying for a Course Is Almost Always Worth It
So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we

[2:19] YouTube https://youtu.be/NeCiS1C9amQ?t=132 || Why Paying for a Course Is Almost Always Worth It
made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no

[2:32] YouTube https://youtu.be/NeCiS1C9amQ?t=145 || Why Paying for a Course Is Almost Always Worth It
matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying

[2:46] YouTube https://youtu.be/NeCiS1C9amQ?t=159 || Why Paying for a Course Is Almost Always Worth It
to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: If It’s Competitive, It Means People Are Buying
URL: https://youtu.be/Nkt_ot5mvMg
PRIMARY_TOPIC: content
TOPICS: content, content

[0:00] YouTube https://youtu.be/Nkt_ot5mvMg?t=0 || If It’s Competitive, It Means People Are Buying
I want to create a community on food and community and teach people how to enjoy cooking. But there's currently over 10 communities on school for cooking which is discouraging for me. Should I shift gears or take it as a good sign? Does not matter literally at all. Um there's also like a hundred communities

[0:17] YouTube https://youtu.be/Nkt_ot5mvMg?t=10 || If It’s Competitive, It Means People Are Buying
about fitness probably more than that. So that's like that's like saying there's another accounting firm in the United States. like should I not make accounting like do you boooo like do you like if this is what lights you up then compete you I mean so you know what it's so interesting because like it's this

[0:36] YouTube https://youtu.be/Nkt_ot5mvMg?t=29 || If It’s Competitive, It Means People Are Buying
weird new thing where it's like new business owners are like I don't want to go somewhere where it's competitive it's like dude if it's competitive it means people are buying like I just see that as great I just have to beat these people and so I would just flip it like a lesson I have learned in business is

[0:52] YouTube https://youtu.be/Nkt_ot5mvMg?t=45 || If It’s Competitive, It Means People Are Buying
that no one knows what they're Like no one knows what they're doing. I promise you. Like everyone's a mil. Like no one knows what they're doing. So you just have to be like if you just make promises and keep your promises and do that on a consistent basis, you're already in the top 10%. Like you show up

[1:06] YouTube https://youtu.be/Nkt_ot5mvMg?t=59 || If It’s Competitive, It Means People Are Buying
on time, you prepare before you talk to somebody, you actually try and do a good job and you keep your word. Like that puts you above everybody. And then you're only competing against the top 10% in which case welcome to the game. But no, like the fact that there's a lot of people in no way concerns me.

[1:23] YouTube https://youtu.be/Nkt_ot5mvMg?t=76 || If It’s Competitive, It Means People Are Buying
It used to when I was younger because I used to think the same way, but as I think now I'm like great, there's just more buyers. You never want to. So, think about it this way. You never want to you cannot create demand. You channel demand. So, you you're not like we don't have the money to create a billion dollar like

[1:40] YouTube https://youtu.be/Nkt_ot5mvMg?t=93 || If It’s Competitive, It Means People Are Buying
trying to create demand around something like that doesn't exist. You look at stuff that already has demand and then you try and chip away a portion of that stream towards you. And the better you are, the more of that stream you get.


VIDEO
TITLE: What My Highlights Channel Taught Me About Views
URL: https://youtu.be/NvOvFB4wmXQ
PRIMARY_TOPIC: content
TOPICS: content, content

[0:00] YouTube https://youtu.be/NvOvFB4wmXQ?t=0 || What My Highlights Channel Taught Me About Views
Has anyone seen that I started something called a highlights channel on YouTube? Yeah. So, that channel is run by one guy and a bunch of AI workflows and we post about 20 times a day there and they're all like I call them mids. So, they're call it more than a short and less than a long. So, we call them mids. So, it

[0:21] YouTube https://youtu.be/NvOvFB4wmXQ?t=14 || What My Highlights Channel Taught Me About Views
could be four minutes, it could be eight minutes, you know, it's just like it's kind of in that range. Sometimes it's longer, but it's they're typically videos that are very valuable to a very small percentage of people. And so it's like if you happen to be a plumber, this video will be really valuable for you.

[0:35] YouTube https://youtu.be/NvOvFB4wmXQ?t=28 || What My Highlights Channel Taught Me About Views
Um, but if you have a school community, you're struggling to get leads, me talking about like local PPC is probably not going to be as relevant. Now, if I'm talking to a, you know, music school community owner, if you're an AI school community owner, then a lot of that stuff is probably pretty relevant. Um,

[0:49] YouTube https://youtu.be/NvOvFB4wmXQ?t=42 || What My Highlights Channel Taught Me About Views
and so it's kind of degrees of separation um, based on the size of people that that video would be relevant for is more correlated with the view count than the quote quality of the video. Now, if we obviously if you video, nothing matters. But if you've seen the highlight channel, you've seen that it

[1:07] YouTube https://youtu.be/NvOvFB4wmXQ?t=60 || What My Highlights Channel Taught Me About Views
has like 800 view videos, thousand view videos, you know, there's some 20s, some's hundreds, whatever. But we're posting 20 plus times a day. And this is the point that I want to make. That channel has more attributed revenue to ACQ than my main channel. Many of you guys have seen micro accounts, the kinds, you know, 5,000,

[1:26] YouTube https://youtu.be/NvOvFB4wmXQ?t=79 || What My Highlights Channel Taught Me About Views
10,000, 20,000. Many of you guys may have some of those types of accounts. If you're making valuable content for a specific niche, just like do not beat yourself up about not getting that many views. That was like if I could have one Vegas headlights of what I'm even more doubling down on is giving zero

[1:43] YouTube https://youtu.be/NvOvFB4wmXQ?t=96 || What My Highlights Channel Taught Me About Views
about views. Now, if you are a media business and you sell number of impressions, then you have to care about views. But the vast majority of people conflate or they look at media influencers, entertainers, and say, "Oh, I'm going to use this strategy to grow my business, whatever your business is, whether you're a local

[2:02] YouTube https://youtu.be/NvOvFB4wmXQ?t=115 || What My Highlights Channel Taught Me About Views
plumber or your school community, doesn't matter." Um, and that's not I don't think that's the right strategy. Um, and so it really should be more than ever value per second and then with an extra slice of avatar. And so Andromeda, some of you guys might have known that that came out as an update for Meta. And

[2:18] YouTube https://youtu.be/NvOvFB4wmXQ?t=131 || What My Highlights Channel Taught Me About Views
what Andromeda did was amazing and terrible at the same time. So it was amazing for consumers, it was amazing for advertisers, but it was a double-edged sword. And so what Andromeda basically did was how can we make the news feed as valuable as possible, which is always what Meta is going to try and optimize for, right?

[2:34] YouTube https://youtu.be/NvOvFB4wmXQ?t=147 || What My Highlights Channel Taught Me About Views
And so you'll notice that more and more ads are niche specific in general, right? And so it's like it's subsegmented down. So if you have a plumber who's, you know, wearing his plumber stuff, doing plumber things, and you're talking about plumbing stuff, it's going to get shown to plumbers. Right now, the upside is

[2:52] YouTube https://youtu.be/NvOvFB4wmXQ?t=165 || What My Highlights Channel Taught Me About Views
because the targeting gotten so much better, your cost per result is going down. But, and this is the massive butt, when you have significantly more specialized targeting, the pool or the pond of people that are actually that niche is way smaller than when you're running general ads. And so when you

[3:09] YouTube https://youtu.be/NvOvFB4wmXQ?t=182 || What My Highlights Channel Taught Me About Views
have a generaliz back in called back in the day, right? You could run an ad that was a quote national campaign and based on kind of the blended CPM of all the different people, you'd get that plumber every so often because it would hit some some part of that puddle that was the really high intent puddle. Right now

[3:26] YouTube https://youtu.be/NvOvFB4wmXQ?t=199 || What My Highlights Channel Taught Me About Views
Meta knows exactly where the puddle is and knows exactly what your ad's about and then just just drains the puddle and then all of a sudden your cost just skyrockets again. And so the end result of this is that you have to make a shitload more creative because otherwise you burn through the audiences faster.

[3:41] YouTube https://youtu.be/NvOvFB4wmXQ?t=214 || What My Highlights Channel Taught Me About Views
And so I see this as kind of a dual-sided effect on both the ad side and also the creative side which is like you have to completely do away with the idea of like I'm fatiguing my audience. Your audience doesn't even your follower number is just literally irrelevant. Like it is taking the content AI figures

[3:56] YouTube https://youtu.be/NvOvFB4wmXQ?t=229 || What My Highlights Channel Taught Me About Views
out what the content is about and then it serves it to the people that it believes it will have the most relevance for. Period. And so just do not worry about one video getting a thousand views and then another video getting 10,000 if your average is 100,000. So I'll give you a second kind of data point that we

[4:11] YouTube https://youtu.be/NvOvFB4wmXQ?t=244 || What My Highlights Channel Taught Me About Views
looked at. So over the last quarter, so just literally this one uh Q1, we looked at my my YouTube channel, my main channel, not my highlight channel on the main channel, my top six most viewed videos if we ranked uh revenue generated from the video. Now again, is it perfect? No. Do I think it's directional? Yes. Um, of the top six,

[4:33] YouTube https://youtu.be/NvOvFB4wmXQ?t=266 || What My Highlights Channel Taught Me About Views
what percentage of them by views do you think was the highest or rather which of the six do you think was the highest revenue generating video of the six? I'll give you it's a rhetorical question. It was none of them. When I ranked my videos by highest revenue producing, none of the top six videos were the videos that actually produced

[4:52] YouTube https://youtu.be/NvOvFB4wmXQ?t=285 || What My Highlights Channel Taught Me About Views
the most revenue. Right? The number one video that I had was actually my favorite video that I made for the whole uh the whole quarter, which it's I think it's called like the 511 rule. They made some thumbnail about it, but it's basically about the fractal nature of customers, which is that if you map a hundred people to represent

[5:08] YouTube https://youtu.be/NvOvFB4wmXQ?t=301 || What My Highlights Channel Taught Me About Views
the United States or really any country from a poverty level perspective, I use the US as the as the example and you put a 100 circles on a piece of paper and then you take a hundred dollars to represent all of the wealth scattered across those 100 people. If you draw a line at the 50 yard line and you've got

[5:24] YouTube https://youtu.be/NvOvFB4wmXQ?t=317 || What My Highlights Channel Taught Me About Views
50 people on this side, they've got about $2 or $3. And over the next 40, you've got like $30ish dollar, 20ome dollars. And then the next 10% has like $36. And then the top 1% has $32. And so when you're trying to figure out like, man, why can't I make my thing make more money? It's like, well, of all

[5:43] YouTube https://youtu.be/NvOvFB4wmXQ?t=336 || What My Highlights Channel Taught Me About Views
these dots on this map, where are you trying to go? And so anyways, that's the nature of that video, which I loved. And you're like, "Okay, what does this have to do with anything?" Well, that video generated more revenue than any video I've made. But you would imagine that that might be a higher level concept um

[5:57] YouTube https://youtu.be/NvOvFB4wmXQ?t=350 || What My Highlights Channel Taught Me About Views
for people to consume, but the higher level people are my primary customers. And so I make this to say, I mean, I I just want to hit this like headon for everyone is that you need to completely divorce your ego. And I know it's really hard. You have to not think, "Oh man, I'm changing my content strategy. We're

[6:13] YouTube https://youtu.be/NvOvFB4wmXQ?t=366 || What My Highlights Channel Taught Me About Views
we're sucking. You know, our our content is sucking. Our views are down." Our views are down. should mean nothing to you and also conversely our views are up should also mean nothing to you. If you are making more content and it's serving a specific avatar, then it will get shown to them.


VIDEO
TITLE: TikTok Shop Is the New Amazon 2013
URL: https://youtu.be/OsYAUkL6L6Y
PRIMARY_TOPIC: content
TOPICS: content, content

[0:00] YouTube https://youtu.be/OsYAUkL6L6Y?t=0 || TikTok Shop Is the New Amazon 2013
So I'm curious where those opportunities are today because it seems like every few years in hindsight you could look back and be like that was the best time to do that. Yeah. What are what's going on today that people aren't recognizing the potential in? I think there's micro and macro opportunities. So like from the macro

[0:15] YouTube https://youtu.be/OsYAUkL6L6Y?t=8 || TikTok Shop Is the New Amazon 2013
perspective I think we've had like three big ones. So at least in my lifetime. So it's like we've had internet uh which is like kind of opportunity number one. Uh opportunity number two is kind of like web 2.0 which is social. Um, and then opportunity 3 is AI. Now, so there's the three macro ones. Now, underneath of

[0:32] YouTube https://youtu.be/OsYAUkL6L6Y?t=25 || TikTok Shop Is the New Amazon 2013
that, it's kind of like, well, Facebook ads was kind of like a like an opportunity kind of like within that. And then like Google search was an opportunity. Like all of those are kind of like sub uh kind of like micro opportunities like I think like Tik Tok shop right now. Um, a lot of people are kind of kind of like in that Amazon of

[0:46] YouTube https://youtu.be/OsYAUkL6L6Y?t=39 || TikTok Shop Is the New Amazon 2013
2013 14. Like I know a lot of people who are who've really never done much and then just like within 60 90 days are doing a million a month. And it's just because there's a huge supply demand uh discrepancy between the amount of influencers that are there that are want to make money and the amount of products

[1:02] YouTube https://youtu.be/OsYAUkL6L6Y?t=55 || TikTok Shop Is the New Amazon 2013
to sell and they will just continue to populate it until eventually it becomes a stabilized market. But it's like when those when those market those land grabs occur that's when there's typically outsized returns to be had. What do you think people need to be able to capitalize on these opportunities?

[1:15] YouTube https://youtu.be/OsYAUkL6L6Y?t=68 || TikTok Shop Is the New Amazon 2013
I think you have to have skills. Just straight up. Yeah. Like you just have to have skills. Like I remember it was really funny like um our first ever conversation that we had um I was like man if I had your amount of following I was like I'd be a billionaire and I saw that as a supply demand um like and even so like when you asked

[1:37] YouTube https://youtu.be/OsYAUkL6L6Y?t=90 || TikTok Shop Is the New Amazon 2013
just a few minutes ago like you know what's the what things are there now like I still kind of see social media still thinks there I still think that opportunity exists for people if you're good but maybe it's less so than when Instagram came out in 20 whatever ever year it was uh when you could just like

[1:52] YouTube https://youtu.be/OsYAUkL6L6Y?t=105 || TikTok Shop Is the New Amazon 2013
just post pictures of you on the sunset and have like a million followers and and people would just buy because you just had this insane reach. But I saw it as a as a as a the fact that we could still this the fact we could still advertise ourselves and get paid to do it is still mindboggling to me that that

[2:07] YouTube https://youtu.be/OsYAUkL6L6Y?t=120 || TikTok Shop Is the New Amazon 2013
like opportunity exists. Like you can build a brand and get paid to do it which I think is insane. Okay. So now it's arguable that you have his brand if not even a bigger brand. Are you Did you accomplish that goal? I I won't be public about what our stuff is valued at, but I think that we've done well.

[2:27] YouTube https://youtu.be/OsYAUkL6L6Y?t=140 || TikTok Shop Is the New Amazon 2013
Yes. Yeah. The classic answer. That makes that makes a lot of sense. Okay. Yeah. Yeah. I don't I don't want to I don't want to make uh claims around things market values for enterprise value for illquid assets like private equity investments and you know, companies that are owned really depends only on the time that somebody's going

[2:43] YouTube https://youtu.be/OsYAUkL6L6Y?t=156 || TikTok Shop Is the New Amazon 2013
to buy it. Um I have had um some of the biggest banks that you've heard of things like that out to this headquarters um to see what we have going on and they've been like this is insane. Real quick I'm going to show you the exact 10stage road map from zero to 100 million plus that less than 1% of companies finish I've now done multiple

[3:01] YouTube https://youtu.be/OsYAUkL6L6Y?t=174 || TikTok Shop Is the New Amazon 2013
times and so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through and I broke each of these down by eight different functions of the business. what the constraint feels like, like what are the symptoms of it when you're going through it, and then

[3:15] YouTube https://youtu.be/OsYAUkL6L6Y?t=188 || TikTok Shop Is the New Amazon 2013
what steps we actually took to graduate. And we've done this across software, physical products, uh, service businesses, brickandmortar, all of this, and it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just go acquisition.com/roadmap. Just enter your info and it'll spit it

[3:30] YouTube https://youtu.be/OsYAUkL6L6Y?t=203 || TikTok Shop Is the New Amazon 2013
right back to you. Offering.


VIDEO
TITLE: If You Get No Hate, You’re Not Successful
URL: https://youtu.be/P4hFXteE6kA
PRIMARY_TOPIC: content
TOPICS: content, content,branding

[0:00] YouTube https://youtu.be/P4hFXteE6kA?t=0 || If You Get No Hate, You’re Not Successful
I was like, I had gone from underdog to the man. And I was like, when does that happen? And the litmus test of when it happens is depends on who the person is. Cuz for the person who was working at my gym who, you know, was was a janitor or a cleaner, it happened really quick, right? For the people who were more

[0:15] YouTube https://youtu.be/P4hFXteE6kA?t=8 || If You Get No Hate, You’re Not Successful
successful, uh, it took longer. And then, you know, the only people at the end who would still work for me were the business owners who were doing way better than me, right? Who were still members of my gym. And so that was a really interesting experience that happened when I was 23 and that was the

[0:30] YouTube https://youtu.be/P4hFXteE6kA?t=23 || If You Get No Hate, You’re Not Successful
first time I went from underdog to the person that someone would want to attack. But I had a performance coach tell me this. He said hatred isn't isn't something you avoid. He said it is a requisite for success. He said if you get no hate you are not successful. And for some reason that just like really stuck with me because then it just like rather than it being this thing that I was trying to avoid, it actually became a leading indicator or

[0:58] YouTube https://youtu.be/P4hFXteE6kA?t=51 || If You Get No Hate, You’re Not Successful
an indicator that I was on the right path in achieving things. And so I think that's why I mean I I I don't want to I don't want to toot horns or anything. Um but in terms of like my ability to deal with the naysayers and things like that, I feel like I'm pretty good at it. Like it doesn't really bug me very much. Um and I think in large part it was because of how it's framed. at least how you

[1:20] YouTube https://youtu.be/P4hFXteE6kA?t=73 || If You Get No Hate, You’re Not Successful
know in this discussion how it was framed for me early on which is that no one hates you from above and even you know even when I think back about like the bullies and whatnot that you had earlier like even in middle school like there were things that I had that were going for me that I couldn't recognize cuz of course everything that comes easy to you are things that they're easy to you so you don't think that they're you know new or interesting

[1:45] YouTube https://youtu.be/P4hFXteE6kA?t=98 || If You Get No Hate, You’re Not Successful
or or cool and but like at the same time I was like I'd advanced a grade in multiple in multiple subjects. I had, you know, straight A's. I worked really hard. I was in shape, right? And I but I had these people who would hate. But I I you know, you internalize it. But like now I can look back and be like it's kind of like the the parents were like it's because she's into you, right?

[2:07] YouTube https://youtu.be/P4hFXteE6kA?t=120 || If You Get No Hate, You’re Not Successful
No, it might not be the same that way, but but just thinking about it as an indicator that the hate is actually the light that you're on the right path. We spoke about this last time that nothing is going to be worthwhile that doesn't come with an associated amount of discomfort. Therefore, when you start

[2:34] YouTube https://youtu.be/P4hFXteE6kA?t=147 || If You Get No Hate, You’re Not Successful
to feel friends around you and the people that you used to be able to speak a common language with start to push back and start to make the quips of, "Oh, not drinking tonight." Yeah. Oh, you must be too cool for us now. I know it hurts. I know it hurts. That is the lead indicator, not even the lagging indicator. That is the lead indicator that you are doing the right thing. And a lot of people listen to this podcast. I get messages from people

[3:01] YouTube https://youtu.be/P4hFXteE6kA?t=174 || If You Get No Hate, You’re Not Successful
like, "Hey man, I'm a 22-year-old rugby player from the northwest of of the UK. I live in Cumbria. None of my friends uh understand me. I want to do personal growth. I don't want to live in the UK. Uh and when I listen to Modern Wisdom, I feel less alone." And it it makes me tear up because I'm like, "Fuck." Like, I see me in that person. I

[3:20] YouTube https://youtu.be/P4hFXteE6kA?t=193 || If You Get No Hate, You’re Not Successful
see me in that. And the it's so hard to reframe


VIDEO
TITLE: The Real Reason Elon’s Tweets Go Viral
URL: https://youtu.be/PHwBvvHoh9w
PRIMARY_TOPIC: content
TOPICS: content, content

[0:00] YouTube https://youtu.be/PHwBvvHoh9w?t=0 || The Real Reason Elon’s Tweets Go Viral
the medium and the message are inextricably linked. Like if Elon Musk tweets, I'm taking a it will get a zillion shares because he's the richest man on earth and has done more entrepreneurial endeavors that have pushed humanity, I think more than anyone else at this point. And so like you can't separate the message from the

[0:18] YouTube https://youtu.be/PHwBvvHoh9w?t=11 || The Real Reason Elon’s Tweets Go Viral
messenger. And I remember when I was in middle school, I learned this lesson where I was in Spanish class and there was, you know, there was the class clown or whatever and I was like, I want people to laugh at my jokes. And so I made a joke that was a joke that that guy probably would have made and it was

[0:34] YouTube https://youtu.be/PHwBvvHoh9w?t=27 || The Real Reason Elon’s Tweets Go Viral
a self-deprecating joke. Um, but the thing is is that like that guy was kind of a bum and like him making self-deprecating jokes made sense because of the context of who he was. But I was a straight A student who was really good at sports and no one thought it was funny. And fast forward, you know, 10 years, there

[0:54] YouTube https://youtu.be/PHwBvvHoh9w?t=47 || The Real Reason Elon’s Tweets Go Viral
was a joke that I had in our fraternity which is there's nothing funny about an in-shaped body. And so like the the I agree with you and that the me the the medium of the message matters and so people won't root for you because we use the the delivery mechanism usually as a filter for whether we should even trust the source.

[1:16] YouTube https://youtu.be/PHwBvvHoh9w?t=69 || The Real Reason Elon’s Tweets Go Viral
And so I tell the story of the the teacher who's talking about dollar cost averaging into the S&P and giving investing advice. Like they might be like, "Man, like I give better investing advice than Warren Buffett does. Like he's saying the same thing as me." It's like, and you know what? You're probably right. The only

[1:32] YouTube https://youtu.be/PHwBvvHoh9w?t=85 || The Real Reason Elon’s Tweets Go Viral
problem is you didn't build Bergkshire Hathway. And so no one gives a And so the thing is is that we use someone's evidence and authority as a filter for how little we need to process the information. Because if you're listening to a teacher, you have to then think, okay, can I separate the message from

[1:47] YouTube https://youtu.be/PHwBvvHoh9w?t=100 || The Real Reason Elon’s Tweets Go Viral
the person? Can I independently analyze this and say, is it good? Is it bad? If Warren Buffett says you should buy this, you don't need to analyze it. You figure he knows more than me. He has more perspective and I will just take it as fact. And so it's actually lazy consumption on behalf of everyone else

[2:02] YouTube https://youtu.be/PHwBvvHoh9w?t=115 || The Real Reason Elon’s Tweets Go Viral
that gives authority so much resonance and so much sharability because they're also protected because if you share something Elon says, you're protected by Elon and his brand. And so the hard work is getting to the point where you have the evidence that people are willing to feel safe agreeing with you. And the only way for them to feel

[2:21] YouTube https://youtu.be/PHwBvvHoh9w?t=134 || The Real Reason Elon’s Tweets Go Viral
safe agreeing with you is for you to disagree with them for a very long period of time until you prove that you're right. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road

[2:35] YouTube https://youtu.be/PHwBvvHoh9w?t=148 || The Real Reason Elon’s Tweets Go Viral
map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business

[2:49] YouTube https://youtu.be/PHwBvvHoh9w?t=162 || The Real Reason Elon’s Tweets Go Viral
information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with

[3:03] YouTube https://youtu.be/PHwBvvHoh9w?t=176 || The Real Reason Elon’s Tweets Go Viral
it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just

[3:16] YouTube https://youtu.be/PHwBvvHoh9w?t=189 || The Real Reason Elon’s Tweets Go Viral
book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to get your first customer
URL: https://youtu.be/PIbBM2xJ464
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/PIbBM2xJ464?t=0 || How to get your first customer
So, I'm a big proponent of something I call the rule of 100, and I'm not the one who invented this, but it's basically a 100 primary actions. So, I talk about this within the context of advertising. So, you make a 100 minutes of content. You do 100 outreach if you're doing outbound. You do you spend

[0:13] YouTube https://youtu.be/PIbBM2xJ464?t=6 || How to get your first customer
$100 a day on ads. You or if you've already spent the money on ads, then you're doing $100 100 minutes a day of writing ad copy, looking at other people's ads, looking for hooks, and then trying to create more advertisements for your business. And the rule of 100 for most people takes about four hours a dayish. And the thing

[0:30] YouTube https://youtu.be/PIbBM2xJ464?t=23 || How to get your first customer
is is that's pure inputs, not output. But I've already taken the time to define what those inputs are that create the outputs. But later on in the book, $100 million leads. Um I talk about the rule of 100 on steroids, which is something that I learned from a guy who owned 13 or 14 really successful gyms.

[0:48] YouTube https://youtu.be/PIbBM2xJ464?t=41 || How to get your first customer
And he called it open to goal. And he said, "Yeah, yeah, yeah." He said, "My manager's work open to goal." And I was like, what does that mean? It's like, so they work open until they hit their goal. And so sometimes that means they hit their goal by noon and they can cut out or that means that they have to go

[1:03] YouTube https://youtu.be/PIbBM2xJ464?t=56 || How to get your first customer
from 5:00 a.m. until midnight that night cuz that's how long it took them to hit the goal. And so I've seen this across a lot of high achievers across domains. So like I'll keep shooting free shots until I hit a 100 free shots. I will uh run until this happens. I will practice my presentation until I do zero mess ups,

[1:25] YouTube https://youtu.be/PIbBM2xJ464?t=78 || How to get your first customer
right? Or whatever that that output is that you want for quality or quantity. And I think that you have to first figure out what the input is that most closely correlates or tracks with the output you want and then you jam as much as you possibly can into inputs. Because if I said, "Hey, go get me 10 customers."

[1:47] YouTube https://youtu.be/PIbBM2xJ464?t=100 || How to get your first customer
Somebody Yeah, exactly. You freeze because it's like, "What do I do?" And so then normally people start they skew like behavior skew. So it's all over the place. It's scattered. It's shotgun sprays and then they eventually figure out one thing that works and then it's like once you hit that then you just jam

[2:04] YouTube https://youtu.be/PIbBM2xJ464?t=117 || How to get your first customer
that button as hard as you possibly can. And I think that I've been disproportionately successful in different domains of my life by ruthlessly focusing on one input. I mean, even when I was a kid, when I play video games, it's like if you find a a spawn point for zombies right before the end of the level, I would just sit there

[2:21] YouTube https://youtu.be/PIbBM2xJ464?t=134 || How to get your first customer
for like eight hours and just wait for the troll to come up and just slice them again and get my my little diamonds and put it in. And I would just do that for hours because I was like, "Oh, I got to level up my avatar." Um, but I think I play the game of business the exact same way. Andy Groves says, "There are so

[2:38] YouTube https://youtu.be/PIbBM2xJ464?t=151 || How to get your first customer
many people working so hard and achieving so little." And that's the lack of correlation between inputs and outcomes. Yeah, I think the vast majority of business own I come from the business perspective. The vast vast majority of business owners um work a fair amount. They just work on the wrong stuff and

[2:56] YouTube https://youtu.be/PIbBM2xJ464?t=169 || How to get your first customer
they do it the wrong way. And so they get so little for their effort that they wonder when they're at home empty-handed in bed, why isn't this working when I am working? But if you define work at least the way I do which is um output. So I define work by output and in order to get output it's volume times leverage.

[3:17] YouTube https://youtu.be/PIbBM2xJ464?t=190 || How to get your first customer
So how many times you do the thing times how much you get for each time you do it. And so that is the do you work smart or do you work hard it's you do both. You do as many reps as you possibly can. And you were you do it with the most leverage possible. So if I make a 100 phone calls the leverage that I can have

[3:33] YouTube https://youtu.be/PIbBM2xJ464?t=206 || How to get your first customer
there would be how skilled I am. So if I make 100 calls, I might get 10 times more. And so I worked more. I had more output than somebody who has less skill. But the only way you get skilled is by doing more inputs by working more. And so it's this virtuous cycle of doing more and getting better. And then you

[3:47] YouTube https://youtu.be/PIbBM2xJ464?t=220 || How to get your first customer
get more for what you do. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of

[4:02] YouTube https://youtu.be/PIbBM2xJ464?t=235 || How to get your first customer
growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for

[4:15] YouTube https://youtu.be/PIbBM2xJ464?t=248 || How to get your first customer
each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap,

[4:30] YouTube https://youtu.be/PIbBM2xJ464?t=263 || How to get your first customer
plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas

[4:44] YouTube https://youtu.be/PIbBM2xJ464?t=277 || How to get your first customer
and we'll do this in person live.


VIDEO
TITLE: Just Post More.
URL: https://youtu.be/PMO0ilv1HBQ
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/PMO0ilv1HBQ?t=0 || Just Post More.
I've been creating content since 2016 in the sports betting and fantasy football space um with a two-year hiatus where I was the head of content for Cody Sanchez. Okay. Um so that's relevant in a second, but um I just went back on my own last June. Quinton Tatino style. Okay, go for it. Exactly. So last June and so 10 months into going back into my original business, we did a million in revenue.

[0:22] YouTube https://youtu.be/PMO0ilv1HBQ?t=15 || Just Post More.
Um 850k in profit, mostly from short form content um driving affiliate signups through incentivized offer. Um so I get paid once for a conversion, but I don't own the customer, don't own the LTV, nothing like that. I'd like to get to 5 million. Um I thought my constraint when I got here was LTV. Um but after coming here, I finally come around on I just need to do more of what's working.

[0:45] YouTube https://youtu.be/PMO0ilv1HBQ?t=38 || Just Post More.
Um, so I'm on board with that. Um, but the reason I mentioned Cody before is we had a pretty similar strategy as you guys is where it was a lot of volume on one account, whatever. Try and get to like seven to 10 really good pieces of content per day in a perfect world. My area is a little bit different because

[1:00] YouTube https://youtu.be/PMO0ilv1HBQ?t=53 || Just Post More.
1 minute it's not evergreen. My my content's only basically relevant for a day or so. That's great. So my question is I want like yours is way easier. Okay. Because I have to think about how to make LTV to CAC different this week than last week. Sure. You have news. You're a news reporter. Yeah. So, talk about the news.

[1:19] YouTube https://youtu.be/PMO0ilv1HBQ?t=72 || Just Post More.
It's essentially like the format that I found that converts the best is just like a listical but picks for a specific event. So, Thursday Night Football, five picks. You convert just to get people to sign up for these apps. They deposit, we make money. Um, but if I was to post more of those on the same account, I cannibalize views a little bit. And I'm not exactly sure why.

[1:39] YouTube https://youtu.be/PMO0ilv1HBQ?t=92 || Just Post More.
So, it doesn't Yeah. So, it's so it's it's usually it's a quality thing. Okay. It's not actually like you've probably seen the account that posts 100 times a day on Instagram. Yeah. Right. So, uh Instagram and Moser's also said this publicly like they in no way penalize you for posting. So, yesterday I was talking about how you know it's kind of like a dot on that circle which is what gets shown for every every post. If you post five times just more dots see it.

[2:04] YouTube https://youtu.be/PMO0ilv1HBQ?t=117 || Just Post More.
So, you don't think it's different that evergreen versus top goal? No, don't think it matters. At the end of the day, you're just looking at impressions per month. So, you feel better about one account versus many is what you're saying. Yeah. Yeah. I don't even know where multiple accounts would even idea of many accounts was to post more videos about the same events.

[2:18] YouTube https://youtu.be/PMO0ilv1HBQ?t=131 || Just Post More.
No, dude. Just post. No, just post more on complicating. Yeah. Just post more on the same account. Okay. So then I guess my other main concern with the business, like I said, LTV was my main concern. Mostly I'm nervous that I'm just a whale affiliate and I don't actually have a business since the majority of it is coming from basically short form video, Tik Tok, Instagram, and then whatever these platforms will give me based on a CPA basis. Mhm.

[2:42] YouTube https://youtu.be/PMO0ilv1HBQ?t=155 || Just Post More.
So my question is, is it okay to basically not have a product that I'm pushing these people to later on or traction? Just depends on your goal. If you're like, I just want to make money, make more money. Uh if you're like, I want to have something that I can sell someday, then it will be difficult. Honestly, it just be difficult with the space that you're in. You'd have to own a betting platform

[3:02] YouTube https://youtu.be/PMO0ilv1HBQ?t=175 || Just Post More.
more likely. So even if I were to say, hey, you know, put an education product together that shows your methodology for, you know, doing bets. cuz I was I talked to um a business that was in the exact same space as you doing about 4 million a year. Okay. Um and they had a school community where they would basically show people kind of their betting strategies and also got the commission after they got people

[3:21] YouTube https://youtu.be/PMO0ilv1HBQ?t=194 || Just Post More.
into that community then said cool here use all of our suite of tools and they got commissions on all of them and so they own the customer and they were able to get all the other affiliates. Is that business inherently valuable? Probably not still. Now the only people who it might be potentially valuable to is to be purchased as a media asset for one of

[3:36] YouTube https://youtu.be/PMO0ilv1HBQ?t=209 || Just Post More.
those larger betting things. in that instance, you would still need to be way bigger, right? And so, like, kind of like what we went through the the the list yesterday of, okay, sufficient revenue. Well, that's checkbox number one. So, start there. Like, we have to get to 10 million a year. And then at that point, if they're willing to pay you 10 million a year, it means they're making 30 to 50 million a

[3:54] YouTube https://youtu.be/PMO0ilv1HBQ?t=227 || Just Post More.
year off of your business minimum. And so then at that point it makes sense for them to swallow up that acquisition channel because then also if you think about from enterprise value perspective if you're bringing them 50 million a year and let's say they run 40% you know net margins 20 million in Ibida and they

[4:10] YouTube https://youtu.be/PMO0ilv1HBQ?t=243 || Just Post More.
probably trade at 12 you're $240 million a year in enterprise value to their business. So they're willing to give you probably a pretty fat multiple just to own that. And so the idea is you want to become a whale because you want to be so big that they're afraid of losing you. And that's when you get leverage.

[4:26] YouTube https://youtu.be/PMO0ilv1HBQ?t=259 || Just Post More.
Interesting. Okay. So, more more more is the answer. That's what I figured. But come around to that. So, thank you. You bet. So,


VIDEO
TITLE: How to Become Exceptional When You’re Just Starting Out
URL: https://youtu.be/PYeaj9ECJ8M
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/PYeaj9ECJ8M?t=0 || How to Become Exceptional When You’re Just Starting Out
I'm 21 and have big goals in business and content and have been at it for six years. Any recommendations? Keep going. You're 21. You're a Just keep getting better. I mean, you're doing it for for six years. Um, the question is like how how much feedback are you taking to improve? And again, what is the nature of the content? So, I'll be

[0:19] YouTube https://youtu.be/PYeaj9ECJ8M?t=12 || How to Become Exceptional When You’re Just Starting Out
clear here. You want to like what makes people interesting is that they're exceptional in some way, right? How do you become exceptional in some way? You work at something. You have feedback loops. And so you can absolutely become like Charlie D'Amelio, right? She she got famous really young. Why? Because she's exceptional in a lot

[0:43] YouTube https://youtu.be/PYeaj9ECJ8M?t=36 || How to Become Exceptional When You’re Just Starting Out
of ways, right? She's a pretty girl, right? She's also like a very good dancer from what I understand. I'm not like a dance judge, but like she's a she's a good dancer. And here's the third element that I think makes it really makes her really unique. She also, from what I understand, I'm like huge consumer of herself. Um, she's also

[0:58] YouTube https://youtu.be/PYeaj9ECJ8M?t=51 || How to Become Exceptional When You’re Just Starting Out
really humble. And so you've got when you've got like pretty in shape girl, really good at dancing, humble, now you have something that's unique, something that's interesting. There are tons of really good dancers, but do they have the other two? No. Now also pair that with like knowing social media, which

[1:14] YouTube https://youtu.be/PYeaj9ECJ8M?t=67 || How to Become Exceptional When You’re Just Starting Out
would be a fourth skill, right? It's these stacks of skills that when combined together create these exceptional outcomes. And so you might be good at one thing, but you might need to be good at four or five for those things to stack together, right? Like this is this is like a very important point. You can't just be good at one

[1:28] YouTube https://youtu.be/PYeaj9ECJ8M?t=81 || How to Become Exceptional When You’re Just Starting Out
thing and be exceptional. There's lots of people who do that. You have to be good at like three or four things and you have to be very good at all of them. And that takes time. Real quick, I'm going to show you the exact 10stage road map from zero to 100 million plus that less than 1% of companies finish. I've

[1:43] YouTube https://youtu.be/PYeaj9ECJ8M?t=96 || How to Become Exceptional When You’re Just Starting Out
now done multiple times. And so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down by eight different functions of the business. what the constraint feels like, like what are the symptoms of it when you're going through it, and then what steps we

[1:58] YouTube https://youtu.be/PYeaj9ECJ8M?t=111 || How to Become Exceptional When You’re Just Starting Out
actually took to graduate. And we've done this across software, physical products, uh, service businesses, brickandmortar, all of this, and it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just go acquisition.comromadap, just enter your info, and it'll spit it

[2:12] YouTube https://youtu.be/PYeaj9ECJ8M?t=125 || How to Become Exceptional When You’re Just Starting Out
right back to you. Offer it. The One Hiring Rule That Fixes Almost Every Bad Hire (https://youtu.be/aw14G%E2%80%93LXJQ) The biggest cost that you have is ignorance. So every single month, you've got your rent, you've got your food, you've got your clothes, you got your car, you got whatever else you spend,

[0:10] YouTube https://youtu.be/PYeaj9ECJ8M?t=3 || How to Become Exceptional When You’re Just Starting Out
and you think that's my fixed costs. Years ago, I was sitting in the audience and I saw a man write a million dollar on a whiteboard. And he called someone from the audience. He said, "How much do you make per year?" And they said, " $50,000 a year." And he said, "Would you like to make a million a year?" And the

[0:23] YouTube https://youtu.be/PYeaj9ECJ8M?t=16 || How to Become Exceptional When You’re Just Starting Out
person said, "Yes." And then he put a minus sign and he said, "Did you know that it's costing you $950,000 per year to not know how to make a million dollars a year?" And it was such a light bulb moment for me that I realized that the cost of ignorance is the difference between what your goals are and what you

[0:41] YouTube https://youtu.be/PYeaj9ECJ8M?t=34 || How to Become Exceptional When You’re Just Starting Out
have today. Because if you knew how to achieve your goals, the difference is the value of that education. And conversely, the difference is the cost of that debt of ignorance. And so the number one priority in my life has always been to pay down ignorance as fast as I possibly could using whatever currency I needed to. So if that was

[1:02] YouTube https://youtu.be/PYeaj9ECJ8M?t=55 || How to Become Exceptional When You’re Just Starting Out
relational capital, that means using my network or doing favors for people or paying money, which is the least efficient way of doing it. I would try and find a way that I could pay down ignorance to achieve the things that I wanted so I could get the information so I could get the learning. When I started, um, I paid to get into rooms. I

[1:17] YouTube https://youtu.be/PYeaj9ECJ8M?t=70 || How to Become Exceptional When You’re Just Starting Out
paid $25,000, $35,000. And you're like, "Wait, I don't have that right now." I get it. Well, you pay $10,000 was the first thing I ever bought that was information based. That's what I was the first thing I ever invested. And how was I able to do that? Because I had saved for two years and I'd save 50 grand up.

[1:30] YouTube https://youtu.be/PYeaj9ECJ8M?t=83 || How to Become Exceptional When You’re Just Starting Out
And so for me, I was like, "Okay, this is the direction I'm going in. I'm going to invest in learning." And when I got in that room, the first room I was in was a gym owner room and I didn't have a gym. And I paid to be in that room so I could start the gym the right way. When I paid to the $25,000 room, it was an

[1:45] YouTube https://youtu.be/PYeaj9ECJ8M?t=98 || How to Become Exceptional When You’re Just Starting Out
internet marketing room. And guess what? I didn't have an internet marketing business, but I paid there so I could try and learn how to do it the right way rather than try and start it the wrong way and have to fix it. And so I think a lot of people wait too long to try and learn. I always want to grab my future

[1:57] YouTube https://youtu.be/PYeaj9ECJ8M?t=110 || How to Become Exceptional When You’re Just Starting Out
and pull it towards me. And so I was willing to spend as much money as I had available to me to make those bets because it was a bet on me and I knew I would never lose that. You can't lose you. You always have diamond hands on you. Like till the day you die, you've got you. And so the thing is about

[2:13] YouTube https://youtu.be/PYeaj9ECJ8M?t=126 || How to Become Exceptional When You’re Just Starting Out
investing in education is that sometimes the lessons you learn aren't the lessons you expect to learn, but you learn them nonetheless. And so sometimes you go into an education thing and you don't get what you thought, but you still get something and it was still more than what you paid. And so when I went into

[2:25] YouTube https://youtu.be/PYeaj9ECJ8M?t=138 || How to Become Exceptional When You’re Just Starting Out
those rooms, I'd already used up all my money to get in the room. So I was like, "Okay, what else do I have?" And so at the time I knew how to sell. And so I just went to every single person in the room and was like, "Can I help you sell stuff?" And so they'd be like, "Well, sure, my sales team sucks." Or, "Sure,

[2:39] YouTube https://youtu.be/PYeaj9ECJ8M?t=152 || How to Become Exceptional When You’re Just Starting Out
my my script sucks." or sure my offer sucks or I don't know how to overcome these objections. And so I would spend an hour, two hours, three hours on the phone with these people, training their teams, writing scripts, and they were like, "Dude, thanks so much. This is way I can't believe you did all this." And

[2:53] YouTube https://youtu.be/PYeaj9ECJ8M?t=166 || How to Become Exceptional When You’re Just Starting Out
the thing is is that if you're going to pay for help from someone, pay in full. Don't halfass a free gift. And so if you're good at something, you're good at a skill, you're an accountant, you don't do one page of someone's taxes. If you're going to do a favor, you do the whole thing. You treat them like they're

[3:13] YouTube https://youtu.be/PYeaj9ECJ8M?t=186 || How to Become Exceptional When You’re Just Starting Out
a paying customer and then they will respond as though you have paid them. And so it will be like you've given them money and then you will get that reciprocity. And at the time when I did those favors for all those people, I didn't know what I was going to ask for. I just knew that I would need someone's

[3:26] YouTube https://youtu.be/PYeaj9ECJ8M?t=199 || How to Become Exceptional When You’re Just Starting Out
help in the room. And I'd rather have more phone numbers I could call for help that owed me one than none. And when I wanted to make a webinar, I called one of the people who's good at webinars. When I wanted to run ads, I called the guy who was really good at running ads. When I wanted to uh figure out funnels

[3:41] YouTube https://youtu.be/PYeaj9ECJ8M?t=214 || How to Become Exceptional When You’re Just Starting Out
and landing pages and stuff, I called the guy who was really good at funnels and landing pages because each of those guys wasn't good at what I was good at. And so, we're able to barter, which by the way, still to this day is the most efficient form of trade because Uncle Sam, don't take any piece of it for us

[3:55] YouTube https://youtu.be/PYeaj9ECJ8M?t=228 || How to Become Exceptional When You’re Just Starting Out
or them. Everybody wins. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of

[4:11] YouTube https://youtu.be/PYeaj9ECJ8M?t=244 || How to Become Exceptional When You’re Just Starting Out
growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for

[4:24] YouTube https://youtu.be/PYeaj9ECJ8M?t=257 || How to Become Exceptional When You’re Just Starting Out
each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go

[4:37] YouTube https://youtu.be/PYeaj9ECJ8M?t=270 || How to Become Exceptional When You’re Just Starting Out
to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into the business, see if we can help. And if we can, we'll invite you

[4:52] YouTube https://youtu.be/PYeaj9ECJ8M?t=285 || How to Become Exceptional When You’re Just Starting Out
out to Vegas and we'll do this in person live.


VIDEO
TITLE: Why Education Is a Broken Business Model
URL: https://youtu.be/Pa1XNVGhzOI
PRIMARY_TOPIC: content
TOPICS: content, content

[0:00] YouTube https://youtu.be/Pa1XNVGhzOI?t=0 || Why Education Is a Broken Business Model
What everyone here needs to solve for is the thing that was the most valuable that Jim Launch had and continues to have, which is you want consumable media. Now, what does that mean? If I teach you how to do math, the day before you learn how to do math, it is infinitely valuable. The day after, the value is approximately zero

[0:26] YouTube https://youtu.be/Pa1XNVGhzOI?t=19 || Why Education Is a Broken Business Model
because you already know how to do it. This is the fundamental issue with education as a product. There's a reason that people graduate from school, right? Is because they have graduated, they learn the stuff. And that's what you want. The point of Tinder is for this app to get deleted. The point is for

[0:42] YouTube https://youtu.be/Pa1XNVGhzOI?t=35 || Why Education Is a Broken Business Model
people to get in a relationship, right? And so you shouldn't feel like you failed if you actually educated someone and taught them. Now there that does create uh business constraints. So what did what did the education system do? They just invented infinite education. You can get multiple degrees. You can

[0:58] YouTube https://youtu.be/Pa1XNVGhzOI?t=51 || Why Education Is a Broken Business Model
get a PhD. You get a masters. You can get a PhD. You can get a double PhD. Right? They they just keep selling more stuff. Fine. But for us, I'll give you two examples or actually give you three examples of of groups that created consumable media. Right. gym launch most valuable product that happened or occurred that we were

[1:22] YouTube https://youtu.be/Pa1XNVGhzOI?t=75 || Why Education Is a Broken Business Model
able to give was that we would run ads, we would spend money. So, I'd spend 50 grand putting, you know, renting, this is going to sound silly, renting models, uh, who looked good in gym clothing. Then, we would do a shoot. Then, we would take those ads, we would edit them, cut them, produce them, and then

[1:42] YouTube https://youtu.be/Pa1XNVGhzOI?t=95 || Why Education Is a Broken Business Model
we would test them in 10 to 20 representative markets. And so for us, we had, you know, 700 plus locations, uh, live and active and cycled over, you know, thousands and thousands over the years. Um, but we would say, okay, we want this to be in a Hispanic market, a black market, a white market, a Canadian

[1:57] YouTube https://youtu.be/Pa1XNVGhzOI?t=110 || Why Education Is a Broken Business Model
market, a Mexican market, whatever, right? And so, and we'd also skew this by uh quality of operator, right? So, if you have really strong operators, really weak operators, we want to see if it's representative, right? And so then what we would do is let's say we tested a hundred ads. We would find the top five winners and then we

[2:14] YouTube https://youtu.be/Pa1XNVGhzOI?t=127 || Why Education Is a Broken Business Model
would hand them to the community who already knew how to run ads and they would run them in their local areas. And so every month you could have a choice. You could make your own ads and see if they worked and spend money behind them. Or you could just get the ads that you already knew worked that had already

[2:34] YouTube https://youtu.be/Pa1XNVGhzOI?t=147 || Why Education Is a Broken Business Model
been tested and then just cash them in. Which one would you rather do? Why would a I if you knew every ad you had was going to be a winner, you would just only run winners. How nice would that be? Well, that's exactly what we did and do for gyms. And so the value of what they pay us is an approximation of two

[2:54] YouTube https://youtu.be/Pa1XNVGhzOI?t=167 || Why Education Is a Broken Business Model
things. One is how much money they would lose trying to test to find ads that worked. And notwithstanding the effort of scripting, recording, editing, making their own, but on top of that, how much money they would directly make from our ads in general. And so you have both of those things. Now, let's run it through

[3:16] YouTube https://youtu.be/Pa1XNVGhzOI?t=189 || Why Education Is a Broken Business Model
the original litmus test that we had around value creation. So, the closest thing that I mean, the perfect thing I could do is literally just hand them customers, right? That's the closest thing I could do. Now, we looked at that. We were like, should we run ads and just sell them for them and then just send them the gym? We It was

[3:30] YouTube https://youtu.be/Pa1XNVGhzOI?t=203 || Why Education Is a Broken Business Model
something we considered, right? But we decided that was a little bit outside of scope. And so, we're like, well, what's one degree less than that? Well, if we made the pages and we tested the pages and then we made the ads and we tested the ads, then all we would do is hand them a winning scratchoff ticket to put

[3:45] YouTube https://youtu.be/Pa1XNVGhzOI?t=218 || Why Education Is a Broken Business Model
into the machine we had them pay for one time. And so this is the point. If you have a system, right, you have a system that you sell one time, right? This is the education component. This is the model. Some of you, this is B2B, right? But this works the same B TOC. same concept, but you're just the the thing you have some core

[4:05] YouTube https://youtu.be/Pa1XNVGhzOI?t=238 || Why Education Is a Broken Business Model
curriculum that you want to take someone through to change their behavior. Fine. Now they understand how to sell whatever they understand how to run ads. Now they need the inputs into that machine. You want to be the supplier of those inputs because that's something they're going to need this month, next month, the

[4:22] YouTube https://youtu.be/Pa1XNVGhzOI?t=255 || Why Education Is a Broken Business Model
month after, and has tremendously high and demonstrable value. So the second uh business had uh he did um wholesaling. He like taught people to wholesaling. And so what he would do is he had his team go find properties and then sort them, list them, rate them, and then every month he delivers a a PDF

[4:49] YouTube https://youtu.be/Pa1XNVGhzOI?t=282 || Why Education Is a Broken Business Model
to his community of wholesalers with prevetted properties and that meet all their deal specifications. And then all his students or people in the membership community would have to do is just go to just walk it, right? That's all they have to do is just go to the address. And so by doing that, he was able to take all of the friction

[5:11] YouTube https://youtu.be/Pa1XNVGhzOI?t=304 || Why Education Is a Broken Business Model
associated if they get one deal, it pays for the whole thing for the year, right? And so again, there's this common theme of okay, how can I do the work for them? And the 2011 version is how can I take the risk for them, right? So like Jim Launch did the work and took the risk. So I fronted the cash, right? He fronted

[5:31] YouTube https://youtu.be/Pa1XNVGhzOI?t=324 || Why Education Is a Broken Business Model
the labor. And so you want to think how and think about the net the net gain here. Did we make their lives easier without having them incur more cost? Absolutely. Same thing with the wholesaler. Absolutely. And so there was another guy that teaches people um uh how to do print on demand. So that was his thing

[5:53] YouTube https://youtu.be/Pa1XNVGhzOI?t=346 || Why Education Is a Broken Business Model
like printing print stuff, right? And so he has like 2% churn in his community and what his consumable media was is that every week or every every I can't remember if it was every week or every month, whatever, he would go in and he would show with his tool how he was finding the trending uh products or

[6:15] YouTube https://youtu.be/Pa1XNVGhzOI?t=368 || Why Education Is a Broken Business Model
logos or whatever that were printed and showing them how to sort for them. And then he would make that into a list and then he would put it into the community. And so the idea there is yet again, how can I chew the food for them and then spit it into their mouths? Disgusting, Danielle. Disgusting. I don't know why

[6:35] YouTube https://youtu.be/Pa1XNVGhzOI?t=388 || Why Education Is a Broken Business Model
you would say that, right? Of course. Like little baby birds. Baby birds, John. Exactly. And so if you're like, "Alex, can you tell me what mine is?" No. Fundamentally, you're going to get paid a tremendous amount of money for answering that question. But what you need to zero in on is what is this consumable value? And I would

[6:55] YouTube https://youtu.be/Pa1XNVGhzOI?t=408 || Why Education Is a Broken Business Model
maybe even make the argument that's maybe the most important thing that you can do for a membership. I think I'm going to say it. I think it's the most important if you want to drive down churn in your membership. You want to have something that they use and consume on a monthly basis because you want them

[7:11] YouTube https://youtu.be/Pa1XNVGhzOI?t=424 || Why Education Is a Broken Business Model
to use and consume the community on a monthly basis. And so you just have to think about what that thing is for you. Like are you guys getting this? Like you can always pre-chew the food. Like there's always more work that you can do which is typically in the form of research analysis and then distillation of that

[7:31] YouTube https://youtu.be/Pa1XNVGhzOI?t=444 || Why Education Is a Broken Business Model
information repackaged into something that is very easily usable. And so that is a net gain of time that they get for the value that they'll ultimately be able to trade that for in the future when they use the thing based on the education that they got from you that they paid you for one time upfront

[7:50] YouTube https://youtu.be/Pa1XNVGhzOI?t=463 || Why Education Is a Broken Business Model
that was probably more valuable. So it's like you want to get them to pay you one time to have a system and then many times for the inputs to that system to make the system work. This is fundamentally the idea of like you sell an ink, you know, an ink printer and then you sell them the ink every month,

[8:08] YouTube https://youtu.be/Pa1XNVGhzOI?t=481 || Why Education Is a Broken Business Model
right? You you teach them how to do hair extensions and then they buy your hair extensions every month when they need to use those for their customers. You teach them how to sell supplements and then they sell your supplements to their new customers every single month. Each your customers complexity like that is the

[8:23] YouTube https://youtu.be/Pa1XNVGhzOI?t=496 || Why Education Is a Broken Business Model
work. Like that's what we get paid for. If you're like, "Man, this sounds hard." Or, "Man, this sounds like work." You know what's even more work? being poor. Like, you know what? It's even more work finding new customers. Way more work than keeping the ones you've got. I'll I'll tell you this from having sold a

[8:42] YouTube https://youtu.be/Pa1XNVGhzOI?t=515 || Why Education Is a Broken Business Model
lot of weight loss in my life. We used to sell finished nutrition accountability. By far, 75% of the weight was on accountability because it was the thing that everyone felt like they needed. Most people know they need to stop eating cookies and they need to move. They already know that. The problem is they're not doing it. And so

[8:58] YouTube https://youtu.be/Pa1XNVGhzOI?t=531 || Why Education Is a Broken Business Model
it was basically like we just said like we will generically keep you accountable and we had these you know five ways that we keep people accountable and we walk through it was mostly explain like we mostly sold an accountability system which is what I did at my gyms more than a fitness system. It was like these are

[9:11] YouTube https://youtu.be/Pa1XNVGhzOI?t=544 || Why Education Is a Broken Business Model
the ways that we did it and we had three levels of accountability. You have peer-to-p peer accountability, alumni accountability and expert accountability. You guys want to pitch this is what it is. And so peerto-peer accountability is that you want to be you want to know you're going through something with somebody else

[9:23] YouTube https://youtu.be/Pa1XNVGhzOI?t=556 || Why Education Is a Broken Business Model
shoulder-to-shoulder so that you don't feel alone. they're going through the same step at the same stage as you. They're suffering, they're sore, they feel, you know, nauseous, whatever. It's nice to have somebody doing it so you don't feel alone. The second type of accountability, it's nice if somebody's

[9:35] YouTube https://youtu.be/Pa1XNVGhzOI?t=568 || Why Education Is a Broken Business Model
one step ahead. That's the alumni. That's the person at the end of the racetrack being like, "You got it. You can make it. They're cheering you on, right? So, we have a whole group of alumni who've been there. They've lost 20, lost the second 20, lost the third 20, and now they're on their, you know,

[9:46] YouTube https://youtu.be/Pa1XNVGhzOI?t=579 || Why Education Is a Broken Business Model
on their on their journey to get their dream body uh from uh, you know, from skinny to toad, right? That's where they're at now." And then there's the third type of accountability, which you want expert accountability. You want somebody who's helped thousands of people just like you get to where you're

[9:58] YouTube https://youtu.be/Pa1XNVGhzOI?t=591 || Why Education Is a Broken Business Model
trying to go. So that when you run into trouble, they've already solved this problem a hundred times before this and they know exactly what to do. So that you can break through the plateau and it doesn't feel like a plateau because it's only one week of lack progress. You got feedback and then boom, you keep going.

[10:15] YouTube https://youtu.be/Pa1XNVGhzOI?t=608 || Why Education Is a Broken Business Model
And so it doesn't you don't hit plateaus per se if you have a long enough time horizon that you're doing the measurements on because you have an expert who's there who can measure progress in multiple ways. And so for us if you we know that this plan will get you to your goal. And so everything else

[10:29] YouTube https://youtu.be/Pa1XNVGhzOI?t=622 || Why Education Is a Broken Business Model
that we have is around making sure that you just stick with it. And so if you heard that from me as a sales pitch for accountability, you'd probably be ra relatively compelled by that. And you guys, by the way, can use literally all three of those because you have all three of those. You have other people in

[10:44] YouTube https://youtu.be/Pa1XNVGhzOI?t=637 || Why Education Is a Broken Business Model
the community. You have people who've hopefully finished or gotten some sort of ideal that are inside that are your testimonials. And then you've got you you are the expert. You have done this with hundreds of people just like them going to where they're trying to go. And when they get stuck, you know how to

[10:55] YouTube https://youtu.be/Pa1XNVGhzOI?t=648 || Why Education Is a Broken Business Model
debott them. And so you just need to package it in a way that they see the value, which I think if you use the pitch, you can literally just download this and just repeat it because it works just fine. My encouragement to you is to think through what the consumable portions of your stuff are. So I'll give

[11:12] YouTube https://youtu.be/Pa1XNVGhzOI?t=665 || Why Education Is a Broken Business Model
you an example. Community is consumable. You use it and then next like you can't say, "Oh, I' I've communityed up. I am I'm filled to the brim on community." Doesn't work that way. It's consumable. Friendship is consumable, right? These are things that you go back for, right? And so the idea is now the the question

[11:29] YouTube https://youtu.be/Pa1XNVGhzOI?t=682 || Why Education Is a Broken Business Model
is how valuable is it? What are people willing to pay for it? Right? That's the that's the the real measure is h how willing to pay are people for community. I think they're willing to pay something. It might not be as much as you want. And so that's why we add these other components into it. But again, just adding more stuff

[11:51] YouTube https://youtu.be/Pa1XNVGhzOI?t=704 || Why Education Is a Broken Business Model
that people don't use doesn't make something more valuable. This is what I like. If I if that's the theme of this call is like if you have one thing that people use and then you add four things that they don't use, it's not more valuable. In a lot of ways, it's less valuable. So we want to make it easy for

[12:05] YouTube https://youtu.be/Pa1XNVGhzOI?t=718 || Why Education Is a Broken Business Model
them. We want to pre-chew their food. We want to find the complexity and we want to do that work in the background. So one of my one of my friends is a very good product uh make he's a he's a he's a product guy from software and he calls them magical products or magical experiences and he he talks about this

[12:24] YouTube https://youtu.be/Pa1XNVGhzOI?t=737 || Why Education Is a Broken Business Model
as though he said it has to happen in the background. It has to feel magical and he obsesses about this at $250 million. Very good product guy, right? And so the idea that that that I'm talking to you guys about is like, okay, what would be magical if you just got an ad, you pressed go, and then money came

[12:40] YouTube https://youtu.be/Pa1XNVGhzOI?t=753 || Why Education Is a Broken Business Model
out. You'd be like, that was magical, right? If you just said like, oh, here's the list of homes that are already prevetted. I just need to get in my car, be there in 20 minutes, and say, yes, this looks like the pictures I'm in. That's a pretty magical experience. Many of you are giving like the cookbook and

[12:56] YouTube https://youtu.be/Pa1XNVGhzOI?t=769 || Why Education Is a Broken Business Model
saying, "Make a cake." But they're like, "Well, I don't have flour. I don't have eggs. I don't have I don't have an oven and I don't have pots and I don't have pans and you're like just figure it out. But that figuring it out is where the fortune is made is when you figure it out for them. Level one figuring out for

[13:13] YouTube https://youtu.be/Pa1XNVGhzOI?t=786 || Why Education Is a Broken Business Model
them at scale. Level two just actually take the next four minutes and try and brainstorm ideas for what is consumable valuable for your community because there is a version of it and there's probably multiple things you can do. If you just do that, it may be the one big thing that's the unlock that you need to

[13:33] YouTube https://youtu.be/Pa1XNVGhzOI?t=806 || Why Education Is a Broken Business Model
get customers to retain.


VIDEO
TITLE: The Most Slept-On Marketing Strategy
URL: https://youtu.be/Pf68fSIvUk4
PRIMARY_TOPIC: content
TOPICS: content, content,offers

[0:00] YouTube https://youtu.be/Pf68fSIvUk4?t=0 || The Most Slept-On Marketing Strategy
I do residential security assessments. What is the best platform for B2B marketing? What are some ways I could make myself unique? Um, residential security assessments, dude. Okay, so first off, uh, there's a lot of things you could do here. So, if you do residential security, how hard would it be for you to literally walk around a

[0:18] YouTube https://youtu.be/Pf68fSIvUk4?t=11 || The Most Slept-On Marketing Strategy
neighborhood and just show all of the security fuckups every single house has? Not that difficult. You want to go B2B, you can post those assessments on LinkedIn. literally what show demonstrate you doing what you do. So, I'm going to zoom out for a second. What do you think this is, right? Someone would say, let's say

[0:37] YouTube https://youtu.be/Pf68fSIvUk4?t=30 || The Most Slept-On Marketing Strategy
let's say you're good at business, right? How would I how would I how would I advertise that, right? Well, I could advertise the proof, right? I could say we have the fastest selling non-fiction, you know, in history. I could say we did 106 million a weekend because our portfolio is $250 million a year. I could say that stuff, right? I

[0:53] YouTube https://youtu.be/Pf68fSIvUk4?t=46 || The Most Slept-On Marketing Strategy
can see this building. I can see pictures of it. Okay, he's got stuff. You must you must do something right. I give you proof. What else can I do? I can do it in front of you. That's what this is. It's demonstration. And since it's live, you know, it's not scripted, right? And so the idea is like I think

[1:08] YouTube https://youtu.be/Pf68fSIvUk4?t=61 || The Most Slept-On Marketing Strategy
what is slept on so much in marketing is demonstration. Do it and record it and then post it. So, if you're like, I'm really good at cyber security, it's like then like go either show where someone's weak and document it and post it, which is a very common way of doing this. Um, which by the way, sometimes you'll get

[1:27] YouTube https://youtu.be/Pf68fSIvUk4?t=80 || The Most Slept-On Marketing Strategy
business from the the businesses that you're basically doing these case studies for free on. Or do it for the customers you have. And as always, start for free. Start for free. Well, people don't value my time. It's like, bro, you don't even have money. You have no customers. You shouldn't value your

[1:43] YouTube https://youtu.be/Pf68fSIvUk4?t=96 || The Most Slept-On Marketing Strategy
time. You're currently your time is valued at zero. So, at least get something for it because the thing is is you might not get paid for it, but you are getting something for it. What you're going to get is you're going to get experience. You're going to get potential testimonial. You got a potential referral, right? And you might

[1:55] YouTube https://youtu.be/Pf68fSIvUk4?t=108 || The Most Slept-On Marketing Strategy
even get a potential customer after you stop working with them for a while because you have more and more people if you're good who will work with you for free. And you know how easy it is to get a referral from somebody if you're also free for their friend? Very if you're good. And if you suck, charging nothing

[2:11] YouTube https://youtu.be/Pf68fSIvUk4?t=124 || The Most Slept-On Marketing Strategy
certainly softens the blow. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they

[2:27] YouTube https://youtu.be/Pf68fSIvUk4?t=140 || The Most Slept-On Marketing Strategy
went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the

[2:40] YouTube https://youtu.be/Pf68fSIvUk4?t=153 || The Most Slept-On Marketing Strategy
business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap,

[2:54] YouTube https://youtu.be/Pf68fSIvUk4?t=167 || The Most Slept-On Marketing Strategy
plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you

[3:07] YouTube https://youtu.be/Pf68fSIvUk4?t=180 || The Most Slept-On Marketing Strategy
out to Vegas and we'll do this in person live.


VIDEO
TITLE: Remove the Emojis From Your Ads
URL: https://youtu.be/QKwbR9y34I0
PRIMARY_TOPIC: content
TOPICS: content, ads

[0:00] YouTube https://youtu.be/QKwbR9y34I0?t=0 || Remove the Emojis From Your Ads
I know a lot of you guys are getting your members through content or ads. So, if you want Horoszi to review your content, your social medias or your ads, link your social medias or your ads library. Yeah, YouTube. Yeah. Okay, here we go. So, uh we got no no ads live. So, let's let's check these out. So, um All right.

[0:23] YouTube https://youtu.be/QKwbR9y34I0?t=16 || Remove the Emojis From Your Ads
So, this is a video version. Okay. Um, you know, I would actually throw something out there that I've just noticed is that we started using emojis in ads. I remember in like 2014 because it like felt more native because people were using emojis and now all marketers use emojis and so I think the pendulum's

[0:45] YouTube https://youtu.be/QKwbR9y34I0?t=38 || Remove the Emojis From Your Ads
actually swung back. And so you so fundamentally if you think about paid ads, you want them to look like content. Like otherwise people will just scroll past them. Now, that's not to say they're not going to follow a structure of an ad, but just the look and the feel of it. You want it to look like content.

[0:59] YouTube https://youtu.be/QKwbR9y34I0?t=52 || Remove the Emojis From Your Ads
Like, this would probably never be a post that you'd see in your newsfeed. And so, I would I would try and make the posts look more like that. Um, also manifesttors, I don't know if that's if that's a call out that people will selfidentify with. Um, so I might chunk that down or up one level and say like,

[1:18] YouTube https://youtu.be/QKwbR9y34I0?t=71 || Remove the Emojis From Your Ads
"Hey, people who believe in whatever." um that might just be that might just do better because you're basically giving a label that people might not necessarily um uh identify with. All right. Become a magnet to prosperity just like Greek gods five manifestation system. So I think I think I would be talking

[1:45] YouTube https://youtu.be/QKwbR9y34I0?t=98 || Remove the Emojis From Your Ads
about pain more. um you have the things that they do, but I want to I would I would want to dive deeper into like what the pain someone's going through in their current life as probably the hook here. Um that's like hey like you ever keep trying things and nothing seems to stick. Like that's that would be a hook that would probably get

[2:05] YouTube https://youtu.be/QKwbR9y34I0?t=118 || Remove the Emojis From Your Ads
a lot more people. You know what I mean? Um do you ever look in the mirror and wonder like why am I not further than I am right now? Like you want to get into their you want to get into their minds and think like how would I say this in a way that could actually like people you want someone okay so you see become a

[2:18] YouTube https://youtu.be/QKwbR9y34I0?t=131 || Remove the Emojis From Your Ads
magnet prosperity I see an exclamation point and I just like scroll right I want it I want someone to read it and immediately nod their head and be like yeah that's me right or that's that's interesting to me right and so if you haven't read the leads book I talk about this as you know if then statements or

[2:37] YouTube https://youtu.be/QKwbR9y34I0?t=150 || Remove the Emojis From Your Ads
you know uh implied yeses these are all things that you want to have as as first line. Um, so this is me just looking at the copy. Uh, so this like I'd rather you reformat these testimonials and punch in so it looks like a like a video. Um, because it'll probably do better than the way it's kind of formatted right now. But let's see here.

[2:59] YouTube https://youtu.be/QKwbR9y34I0?t=172 || Remove the Emojis From Your Ads
Yeah. Again, so this is a lot. This is basically just a stack of an offer. I would I would again I would try and lead in with the pain that someone's experiencing and what it would be like. And so there's a great thing in the copyrighting called the benefit of the benefit which is okay I you know you're

[3:15] YouTube https://youtu.be/QKwbR9y34I0?t=188 || Remove the Emojis From Your Ads
you're going to you're going to have a meal plan with me. Well what's so people are basically saying a feature as a benefit. So it's like what's the benefit of a meal plan? Okay. So the benefit of the meal plan is that you're never going to have to wonder what's what's for dinner, right? And so great. So that's

[3:28] YouTube https://youtu.be/QKwbR9y34I0?t=201 || Remove the Emojis From Your Ads
I'm going to talk about that. And so if I want to have a feature I'm going to pair it with what the benefit's going to be. Now you can go another step deeper and go the benefit of the benefit. So, if you never have to worry about what's for dinner tonight, then you can show up at home and always hit your goals

[3:41] YouTube https://youtu.be/QKwbR9y34I0?t=214 || Remove the Emojis From Your Ads
because there's no guesswork. Right now, no guesswork is again like one of those banner blind list things that's been a little bit used from marketing perspective. So, I think okay, if that's a term I've I've heard before, then I want to say it differently. So, if I say so eliminated guesswork um be like

[3:57] YouTube https://youtu.be/QKwbR9y34I0?t=230 || Remove the Emojis From Your Ads
so that the easiest thing to eat is also the right thing to eat, right? And so people were like, "Fuck, if the easiest thing to eat was the right thing to eat, then I would be in great great shape." And so this is kind of how you this is how you like double click into copy. Um, and just for everybody, like all the rules

[4:14] YouTube https://youtu.be/QKwbR9y34I0?t=247 || Remove the Emojis From Your Ads
of writing apply, which you could probably fix 90% of people's copy by just following these rules, which is make sure it's for third grade or less, right? Make sure it's simple sentences like eliminate commas, you know, for most part. If you have a long sentence, then just do dot dot dots between the

[4:30] YouTube https://youtu.be/QKwbR9y34I0?t=263 || Remove the Emojis From Your Ads
between the points and you can drag it between lines. Um, you want to tell simple narratives and stories or analogies like analogies work great uh metaphors uh that that allow people to take something that they don't know your thing and compare it to something they do know. And fundamentally this is what

[4:46] YouTube https://youtu.be/QKwbR9y34I0?t=279 || Remove the Emojis From Your Ads
teaching is like when you teach you draw a metaphor and this also depends on your audience. If I'm talking to you know auto shop owners then I might have a car analogy and basically compare the car to their business because they'll understand the car but they don't understand the business. Right? If I

[5:00] YouTube https://youtu.be/QKwbR9y34I0?t=293 || Remove the Emojis From Your Ads
were talking to uh you know moms about weight loss, then I might say because I probably wouldn't use the car analogy because they probably aren't super knowledgeable about cars. So I think okay, what do a lot of moms know? It might be something that has to do with their kids, right? I would I would relate it like you ever try to you ever

[5:15] YouTube https://youtu.be/QKwbR9y34I0?t=308 || Remove the Emojis From Your Ads
you know you're ever have Timmy and he he doesn't seem to eat the things you want. Well, you're kind of like Timmy, too, but you're actually just an adult and they think about the same way. And so you want to draw these parallels that make the ads educational. And so like the best way to get someone to believe

[5:27] YouTube https://youtu.be/QKwbR9y34I0?t=320 || Remove the Emojis From Your Ads
that you're going to provide value to them after they buy is to provide value to them before they buy. And so you can do that in an ad that's well formatted. So big picture um I didn't get into the creative, but big picture uh I would I would have a painful hook. Uh when I'm talking about the the features, I would

[5:43] YouTube https://youtu.be/QKwbR9y34I0?t=336 || Remove the Emojis From Your Ads
talk about benefits of the benefits. I'd remove the emojis from the copy. Um and CTA probably be around p uh personalization. I keep saying this, but I'll keep saying it until people start doing it. Um, and yeah. Okay. So, those are those are the big ones. I do think though that the the images that are kind

[6:00] YouTube https://youtu.be/QKwbR9y34I0?t=353 || Remove the Emojis From Your Ads
of like they look like AI images of of crazy colors and stuff. I I would rather you talk about your steps of implementation or your steps of manifestation if you're going to do that. Um, yeah. I'd rather you talk about the process and why it works more than just have an image of like crazy colors. Cool.


VIDEO
TITLE: The Actual Secret Behind Mastering Sales & Marketing
URL: https://youtu.be/QbDFCbpmI6w
PRIMARY_TOPIC: content
TOPICS: content, closing,content

[0:00] YouTube https://youtu.be/QbDFCbpmI6w?t=0 || The Actual Secret Behind Mastering Sales & Marketing
what's going on everyone happy whatever day it is that you are watching this um i get messages all the time all the time um and comments about what are your favorite books and maybe in another video or podcast i will do uh do an exploratory you know what i mean of the the books that have been most influential

[0:17] YouTube https://youtu.be/QbDFCbpmI6w?t=10 || The Actual Secret Behind Mastering Sales & Marketing
but if i'm being honest uh i didn't really start reading a ton until after i had made a lot a lot of you know a relatively high amount of money right and uh and i started reading when i had more time right so so it would be kind of backwards for me to say hey these are the things that created my success when in reality i

[0:35] YouTube https://youtu.be/QbDFCbpmI6w?t=28 || The Actual Secret Behind Mastering Sales & Marketing
feel like i started reading when i had the time and be like ah this is really interesting and so um i think that to to kind of make this story full circle before i even started my first business i was definitely a seeker uh which is like you're just looking for something you're searching for something that's because you just

[0:53] YouTube https://youtu.be/QbDFCbpmI6w?t=46 || The Actual Secret Behind Mastering Sales & Marketing
realize that something's wrong with your life right and that's kind of how i felt when i had my my consulting job which is what i took after college and during that time period i read all the time The Happiness Advantage and i remember realizing after six or 12 months of just reading book after book

[1:08] YouTube https://youtu.be/QbDFCbpmI6w?t=61 || The Actual Secret Behind Mastering Sales & Marketing
after book of self-help and you know personal development and like all that kind of stuff that my life was literally the same and i remember this was like kind of like a jarring moment for me because i just sat there i finished a book and then i thought to myself and it was like the happiness advantage or some you know

[1:22] YouTube https://youtu.be/QbDFCbpmI6w?t=75 || The Actual Secret Behind Mastering Sales & Marketing
whatever right and i was like uh my life is not any different than it was before i started reading these books and so i thought about it for a while and i also realized that half the books contradicted each other and i was like man this is really difficult and so what i ended up my conclusion was i wouldn't read a book unless i executed

[1:43] YouTube https://youtu.be/QbDFCbpmI6w?t=96 || The Actual Secret Behind Mastering Sales & Marketing
everything in the book and so what ended up happening next was i became very very selective about what books i would read because i would i wouldn't get another book until i have felt like i had executed that and so the result of that was instead of reading lots of books i started reading a handful of books a lot of times and so

[1:59] YouTube https://youtu.be/QbDFCbpmI6w?t=112 || The Actual Secret Behind Mastering Sales & Marketing
that was um really transformational for me i think the first book that i read a lot of times was how to make friends and influence people and i still think to this day if you just did nothing else in business but just practiced what is in that book you would be phenomenally successful like it's you know to me like if you

[2:12] YouTube https://youtu.be/QbDFCbpmI6w?t=125 || The Actual Secret Behind Mastering Sales & Marketing
just did the things that are in that book you'd be phenomenally successful um but that's kind of more like personal you know personal traits and character traits and whatnot which i think are very important for you know growing developing but in terms How Did You Develop Your Skills of skills right and i would say the

[2:25] YouTube https://youtu.be/QbDFCbpmI6w?t=138 || The Actual Secret Behind Mastering Sales & Marketing
number one you know number one and number two things that i get asked about are like hey how did you develop your skill of marketing and how did you develop your scale of sales and truth be told i never did a single sales training um i never read a single sales book uh before i started selling and so that's i wish i had like a really

[2:43] YouTube https://youtu.be/QbDFCbpmI6w?t=156 || The Actual Secret Behind Mastering Sales & Marketing
sexy answer for you but i don't um i just started selling and i didn't even know that what i was doing was selling i was just like how do i get people to sign up for my gym and give me money like i didn't even know that term was sales at the time i was just like i have to get them to give me money and so um i think a lot of people spend

[3:00] YouTube https://youtu.be/QbDFCbpmI6w?t=173 || The Actual Secret Behind Mastering Sales & Marketing
way too much time in the like the liberation stage and like they're trying to there you spend all your effort in the i would say like productive procrastination space of just like thinking you're getting better but you would get so much better just doing it right and so only like and people now respect what i have to say about sales

[3:17] YouTube https://youtu.be/QbDFCbpmI6w?t=190 || The Actual Secret Behind Mastering Sales & Marketing
because i've sold so much not because of how many books i've read on sales right and so um i think that once i was considered very good at sales i had you know i was managing multiple sales teams and we were doing you know a few hundred thousand dollars a month that is the first time i bought a sales

[3:30] YouTube https://youtu.be/QbDFCbpmI6w?t=203 || The Actual Secret Behind Mastering Sales & Marketing
product like think about that What Selling Is About and i went through it i was like oh this is good stuff you know like there's there's stuff in here that we can use like neat but like i don't think it fundamentally changed how good i was at selling um and i think that that's because so much of selling is about conviction it's

[3:45] YouTube https://youtu.be/QbDFCbpmI6w?t=218 || The Actual Secret Behind Mastering Sales & Marketing
about how much you believe in the product more so than like the the judo chops right it's about how much you care about the prospect and how much you hear about the pro and convince that the product will help them because if you truly talk from a space of genuine care like genuine care about a prospect

[3:58] YouTube https://youtu.be/QbDFCbpmI6w?t=231 || The Actual Secret Behind Mastering Sales & Marketing
you won't convince them to do something that they shouldn't do and if you genuinely believe that your product or service is going to help people then making the sales very easy because it's like i really care about you and i really know that this product works and so let me just like help you connect these two

[4:11] YouTube https://youtu.be/QbDFCbpmI6w?t=244 || The Actual Secret Behind Mastering Sales & Marketing
dots and so that's like ultimately like that is what selling is and should be the problem is most people don't believe in their product and they don't care about their prospects right and so because of that they come into all this cognitive dissonance meaning like they believe themselves to be good people but at the same time they

[4:26] YouTube https://youtu.be/QbDFCbpmI6w?t=259 || The Actual Secret Behind Mastering Sales & Marketing
need to make money and then those two things become at odds and that becomes really difficult to sell because now you're you're faced with a moral obligation um to like your family you know to try and provide and then against yourself to be ethical right and that becomes really hard for people that's why a lot of sales guys get

[4:40] YouTube https://youtu.be/QbDFCbpmI6w?t=273 || The Actual Secret Behind Mastering Sales & Marketing
burned out when they find out more about whatever they're selling and so that's why a lot of times sales guys will start start out hot and then crash just because they find out what they were selling with the what they were sold to sell is actually not what it really is cracked up to be and then once they find that out then

[4:53] YouTube https://youtu.be/QbDFCbpmI6w?t=286 || The Actual Secret Behind Mastering Sales & Marketing
all of a sudden um that's that's why in my belief there's way more churn in sales people than would otherwise be necessary if they were all selling something they believed in right so back to the main point which is What Do I Do what do i do if i don't like if i have no way of you know practicing well

[5:10] YouTube https://youtu.be/QbDFCbpmI6w?t=303 || The Actual Secret Behind Mastering Sales & Marketing
i mean honestly when i when i want to do something what i do is i buy a course about how to do something and then i follow the course and do it so if i wanted to make a webinar then i bought a course on making webinar and then i followed the course to make the webinar and so i learned the skill while i was going through the course i

[5:25] YouTube https://youtu.be/QbDFCbpmI6w?t=318 || The Actual Secret Behind Mastering Sales & Marketing
don't think there's a lot of productive time and usage in in learning stuff for the sake of learning like it's like and i don't even i would even make the argument that you don't even truly learn it until you've applied it and so like how do you know if you read six books on sales and they have different strategies

[5:43] YouTube https://youtu.be/QbDFCbpmI6w?t=336 || The Actual Secret Behind Mastering Sales & Marketing
which one is is the right one because you've never tested it in the battlefield right it doesn't make any sense and so um like the same thing with marketing i never i never bought a copywriting course i never bought any courses on how to build landing pages i never bought any courses on how to run ads

[5:58] YouTube https://youtu.be/QbDFCbpmI6w?t=351 || The Actual Secret Behind Mastering Sales & Marketing
the only thing i did was i spent um i spent money one on one to get someone to train me literally how to click to run ads for my gym but i learned a little bit i learned enough on my own and so that's the thing is like i think there's definitely a space for one-on-one training i think the biggest gains i've made

[6:14] YouTube https://youtu.be/QbDFCbpmI6w?t=367 || The Actual Secret Behind Mastering Sales & Marketing
have been from investing in people who are above me to break my beliefs about what was possible because the people were above you most of times are not going to like they're not going to hold your hand and teach you how to write copy this is not going to happen i mean like they might edit you know copy you have if you have like a

[6:29] YouTube https://youtu.be/QbDFCbpmI6w?t=382 || The Actual Secret Behind Mastering Sales & Marketing
one-on-one relationship something like that but for the most part like it's going to be up to you to go acquire those skills and most of the time acquiring those skills comes from doing them which means you're going to suck for a while and i think just most people aren't aren't willing to try because

[6:40] YouTube https://youtu.be/QbDFCbpmI6w?t=393 || The Actual Secret Behind Mastering Sales & Marketing
they think that if they are perfect they'll somehow not fail the first time which is stupid because even when you're really good you're going to fail so it's just people like procrastinating and reading books about something that they haven't done is a productive way of feeling accomplished without actually doing

[6:54] YouTube https://youtu.be/QbDFCbpmI6w?t=407 || The Actual Secret Behind Mastering Sales & Marketing
anything and so um i say all this to say for the many people who who ask me what are my favorite books on sales and marketing my favorite book on sales is to get out there and start selling right because if you start selling and then read a book on sales it will make far more sense to you than trying to

[7:10] YouTube https://youtu.be/QbDFCbpmI6w?t=423 || The Actual Secret Behind Mastering Sales & Marketing
read a book on sales before you start selling because you won't even know what they're talking about right same thing with marketing right like if you if you want to go and learn about marketing the best thing to do is start you know learn how to run an ad you run an ad to a landing page and then start getting some people who

[7:24] YouTube https://youtu.be/QbDFCbpmI6w?t=437 || The Actual Secret Behind Mastering Sales & Marketing
give you their contact information and then pick up the phone and call them like you know what i mean and the easiest thing to do in my opinion is the advice that i got from ezra firestone years ago which is give yourself a slush fund right give yourself a learning budget which is how much am i willing to quote

[7:37] YouTube https://youtu.be/QbDFCbpmI6w?t=450 || The Actual Secret Behind Mastering Sales & Marketing
blow this month on failure so i can learn the skills faster and whatever that percentage is might be ten percent of what you make every month maybe five percent it might be 25 it just depends on who you are and how stable your income is but if you just say i'm willing to give 500 a month to learning the skill then you

[7:53] YouTube https://youtu.be/QbDFCbpmI6w?t=466 || The Actual Secret Behind Mastering Sales & Marketing
don't have this like emotional attachment to whether or not you crush it your first time because you're seeing this 500 a month investment is truly that an investment in your education your investment in trial and error rather than uh you know like i bought this question copywriting i'm not a millionaire what's wrong

[8:09] YouTube https://youtu.be/QbDFCbpmI6w?t=482 || The Actual Secret Behind Mastering Sales & Marketing
right when in reality you just have to get out there and start doing it so um anywho that's my that is my two cents i i made most of my money before i started reading a lot of books i would say like seriously i read maybe 30 books before we you know were deca millionaires you know what i mean um and so i wish i had something better for

[8:27] YouTube https://youtu.be/QbDFCbpmI6w?t=500 || The Actual Secret Behind Mastering Sales & Marketing
you but i i focus most of my time on doing and applying and when i start applying then i will go read for specific solutions to a bottleneck that i have rather than trying to learn an amorphous topic by reading words from multiple books and trying to get perspectives different angles on problems i've never

[8:44] YouTube https://youtu.be/QbDFCbpmI6w?t=517 || The Actual Secret Behind Mastering Sales & Marketing
even encountered yet right i think it's much better to encounter the problems than start seeking the solutions than trying to cover every solution to every problem before you've even started the race so anyways hope you found that valuable hope that made sense lots of love keeping awesome and i'll catch you guys soon bye


VIDEO
TITLE: Should I Add a Second Offer to My Webinar?
URL: https://youtu.be/QzG3KEliDcc
PRIMARY_TOPIC: content
TOPICS: content, offers

[0:00] YouTube https://youtu.be/QzG3KEliDcc?t=0 || Should I Add a Second Offer to My Webinar?
What's up, bro? Okay, so super excited. Uh, I have a, if you guys don't know, my my business sells personal branding and content education to real estate agents and mortgage loan officers and other adjacent industry pros. We do four and a half million a year. This year, we'd like to do 6 million. Mhm.

[0:18] YouTube https://youtu.be/QzG3KEliDcc?t=11 || Should I Add a Second Offer to My Webinar?
So, what I want to talk to you about is I have a huge upcoming virtual event on March 26th. And during this event, it's our big launch. We have a primary goal to sell out the tickets for the whole event. So, in a 2-hour webinar, we're going to sell 1,000 tickets. Amazing. Um, I feel like I'm going to do that.

[0:37] YouTube https://youtu.be/QzG3KEliDcc?t=30 || Should I Add a Second Offer to My Webinar?
I'm going to hit that goal based on the amount of people we have opted in and the amount of people are going to show up live and also pack I put together for tickets. Last year, I sold about 70 uh 76% of the tickets out on this on the webinar and this year I'm going to do 100%. Okay. What's the price? I'm torn on I

[0:53] YouTube https://youtu.be/QzG3KEliDcc?t=46 || Should I Add a Second Offer to My Webinar?
feel like I'm leaving a huge amount of money on the table by just having one offer. Like these are people who have followed me for years. They're going to be excited. They're going to be on the call. We're going to have special guests. It's going to be fun. And there's going to be 5,000 people on the

[1:05] YouTube https://youtu.be/QzG3KEliDcc?t=58 || Should I Add a Second Offer to My Webinar?
call live. So my question is, should I be making a second offer during the live stream? And would this dilute focus, confuse the room or cost me the primary sale? And if I end up doing two offers, how do I sequence it without killing the room? How far away is the event from the virtual event? Uh so the virtual event is on the 26th.

[1:26] YouTube https://youtu.be/QzG3KEliDcc?t=79 || Should I Add a Second Offer to My Webinar?
Mhm. So in two weeks now and then the actual forward event is in July. Okay. Um I have a school community. I've done workshops. I have other things I could sell. Yeah. But I don't know. Uh I don't want to miss out on the first goal. Yeah. So, I'll tell you I'll tell you what I'm thinking. So, if I have like obviously

[1:52] YouTube https://youtu.be/QzG3KEliDcc?t=105 || Should I Add a Second Offer to My Webinar?
an in-person selling environment is going to be superior in conversion to a virtual selling environment. And so, if I know that I'm going to be able to sell everybody from virtual to in person, then I know I'm going to have that sales opportunity with the vast majority of the market, right? And then I'm assuming

[2:07] YouTube https://youtu.be/QzG3KEliDcc?t=120 || Should I Add a Second Offer to My Webinar?
at your inerson thing, you sell the expensive stuff, right? Yes. So, I I So, I'll say this. I wouldn't sweat that you're like leaving a lot of money on the table. When you sell your tickets right now, do you sell tiers of tickets or just like one standard ticket? We sell a $1,000 regular ticket and a

[2:26] YouTube https://youtu.be/QzG3KEliDcc?t=139 || Should I Add a Second Offer to My Webinar?
$3,000 VIP ticket. Okay. Um I I like I think that you will like the only reason I would consider selling something because you're going to have uh so you have March well is it will be the end of March. So you have April, May, June. you have 3 months and then July, right? Typically in that kind of like 14 to 16 week timeline, people will

[2:49] YouTube https://youtu.be/QzG3KEliDcc?t=162 || Should I Add a Second Offer to My Webinar?
forget that they spent money with you already. Um, so you could actually sell two things, but the risk of up your event feels relatively high and you're going to pitch everybody there anyways. So like this is um Yeah, that makes sense. Yeah, this is where Ila that Ila would come in and she would say, "Alex, this

[3:09] YouTube https://youtu.be/QzG3KEliDcc?t=182 || Should I Add a Second Offer to My Webinar?
is not a problem to solve. This is an opportunity that you made up that you're calling a problem. Oh, okay. So, like it's honestly one of the most helpful frames that Leila's ever given me is like this is a missed opportunity, not a problem to solve. But I don't think you're really missing it. Cuz all those people you're going to

[3:25] YouTube https://youtu.be/QzG3KEliDcc?t=198 || Should I Add a Second Offer to My Webinar?
see in person, then you're going to absolutely sell the highest ticket stuff to those people. Because the next question we'd have is, okay, if we sell them a thing, what are we going to sell them? It has to be a onetime thing. We have to deliver between now and then, right? And then when we sell off the

[3:39] YouTube https://youtu.be/QzG3KEliDcc?t=212 || Should I Add a Second Offer to My Webinar?
back of that, it becomes this whole other thing when I think it's like I'm going to sell shitload of tickets and then they're going to go to the thing and I'm going to sell a show of people there. Yeah, that sounds good. And then maybe like we upsell replays and other assets for regular ticket holders. Those are

[3:54] YouTube https://youtu.be/QzG3KEliDcc?t=227 || Should I Add a Second Offer to My Webinar?
just like oneclick upsells. Yeah. Yeah, I think that's all fine. Yeah. Like anything that's automated on the way in, that's like normal. That's fine. And then I mean if you felt if you wanted to feel crazy, you could add another ticket level that included a benefit. You could do that. Have a $10,000

[4:08] YouTube https://youtu.be/QzG3KEliDcc?t=241 || Should I Add a Second Offer to My Webinar?
ticket. What about like at the Okay, at the end of the call, huh? I'm I'm sold out. We're celebrating on the call. I'm like manifesting right now. Okay. Um, so then what about then telling him about my school community or doing something? Is that cool? Well, yeah. I mean, if you've already hit the goal, it's fine. Um,

[4:30] YouTube https://youtu.be/QzG3KEliDcc?t=263 || Should I Add a Second Offer to My Webinar?
and what's the price point of the school community? It's $2,000 a year. Yeah. Um, so what I would do is this. I would say how and the ticket for the event is a thousand, right? Yes. We'll probably discount it for the people who buy on the live session. Okay. Got it. Add value. I'm not I haven't decided on

[4:51] YouTube https://youtu.be/QzG3KEliDcc?t=284 || Should I Add a Second Offer to My Webinar?
that. Yeah, I prefer you add value. Um, but this I'll tell you what I'm thinking. Um, you could this I'm I don't want like again there's part of me that's like it's don't get too cute. You know what I mean? Like don't with it. But if I wanted to be cute, I would consider what I'm I'll tell you what I'm thinking

[5:14] YouTube https://youtu.be/QzG3KEliDcc?t=307 || Should I Add a Second Offer to My Webinar?
about right now is like, could I take the $1,000 thing and credit it towards the $2,000 thing so that I get everybody on $2,000 a year? Oh, yeah, that could work, right? And say we typically do special deals to sign up for annual anyways, right? And so I'd say if you do it while you're on the call, you can I'm going to

[5:35] YouTube https://youtu.be/QzG3KEliDcc?t=328 || Should I Add a Second Offer to My Webinar?
change the price right now live. You can do it right now and you can go for an extra $1,000. You can have this purchase is credited towards the cool community. Yeah. The again, the only fear that you could have there is that that cannibalizes sales at the event. That's the only fear. The way I would position

[5:52] YouTube https://youtu.be/QzG3KEliDcc?t=345 || Should I Add a Second Offer to My Webinar?
it is this is what's going to keep you going between then and here and then. That's how I'd position it. Got it. Okay. Yeah. because a lot of people in that lower ticket community end up purchasing the higher ticket anyway. That's probably the that would probably be the offer I would do at that time.

[6:11] YouTube https://youtu.be/QzG3KEliDcc?t=364 || Should I Add a Second Offer to My Webinar?
Okay, cool. I think I that uh gets me out of the fact that I'm leaving the opportunity on table. How much do you pay to uh fill the event? So, right now we're going to spend 50,000 in ads and then um that's insane, dude. It's just organic posting, emailing, and we're going to get 10,000 optins and hopefully show up.

[6:33] YouTube https://youtu.be/QzG3KEliDcc?t=386 || Should I Add a Second Offer to My Webinar?
That's amazing. Yeah, that's crazy. And you're going to sell a,000 tickets at 1,000 bucks off of 50K. Yes. We already pre-sold 300 at the end of last year's event. Beautiful. So, I already have a 300 p a 300 person head start. Love it. Yeah, you're going to crush them, man. I do like that is that once

[6:51] YouTube https://youtu.be/QzG3KEliDcc?t=404 || Should I Add a Second Offer to My Webinar?
you've got once you've hit your goal, then make the offer. Okay, sounds good, bro. And whoever set up these calls, the feedback is killing me. I know. Believe me, it's killing me, too. We uh we're 0 for like six on call setups. We just incapable of doing something simple. But thank you. I appreciate it.

[7:08] YouTube https://youtu.be/QzG3KEliDcc?t=421 || Should I Add a Second Offer to My Webinar?
Hopefully I didn't get them in trouble right now, but I didn't. They already know. I appreciate it, man. Thank you, bro. All right, dude. Good luck. All right. I'm going to take uh roll over credit one time, set a 2K year recurring is pretty genius. Thank you, Kevin. I appreciate that. Um 20 without

[7:25] YouTube https://youtu.be/QzG3KEliDcc?t=438 || Should I Add a Second Offer to My Webinar?
experience. just join a marketing agency, start one or try AI automation agency. Um, I think if you join a marketing agency that could make a lot of sense if they if you feel like basically learn or earn. I think a lot of times you will be able to learn more in a small business cuz like the advantage of of working at a small

[7:40] YouTube https://youtu.be/QzG3KEliDcc?t=453 || Should I Add a Second Offer to My Webinar?
business is that you're going to learn a lot of stuff. I think the like a step that I wouldn't like is like the massive corporation that puts you in a tiny hole that like doesn't like teach you a lot. You teach this one very specialized skill that I'm not a big fan of. But there are on the other hand other big

[7:53] YouTube https://youtu.be/QzG3KEliDcc?t=466 || Should I Add a Second Offer to My Webinar?
corporations that have amazing training programs. So like for example our our associates who come work at the advisory practice for us. It's like they get s like they have like the perfect job. They have the job I wish I had my whole life which is like they get to basically sacrifice their lives to learn a

[8:08] YouTube https://youtu.be/QzG3KEliDcc?t=481 || Should I Add a Second Offer to My Webinar?
shitload about business in like 6 months. It's insane. Um and they are the ones who do a lot of the kind of the the the grunt work of putting things together for the directors that we have. So, that's like a great that's a great role, but that's very akin to like the associates or the analysts in like an

[8:23] YouTube https://youtu.be/QzG3KEliDcc?t=496 || Should I Add a Second Offer to My Webinar?
investment banking world or a management consulting world. Okay. Join AI startup or start my own, drop out of college. I mean, I'm not going to make more stances on college. I've been pretty clear about that right now. Um, it's going to depend on the opportunities. Uh, hey Alex, thank you for all you do. I wanted to

[8:38] YouTube https://youtu.be/QzG3KEliDcc?t=511 || Should I Add a Second Offer to My Webinar?
ask you how you'd help a managed service provider it grow its leads. Run ads, make content, reach out to affiliates of people who already have your audience. Uh or reach out to individuals you already know. Four methods. Pick whichever one you feel like you have the better skills for. Uh work for two years

[8:56] YouTube https://youtu.be/QzG3KEliDcc?t=529 || Should I Add a Second Offer to My Webinar?
on a spa. Is it possible to start spa launch starting out? If not, what I can what can I do to get that? You can work I mean whether you work for two years on a spa relatively irrelevant to me. I think that you could start it if you know how to get the customers for it. So if you were the one who was in charge of marketing

[9:12] YouTube https://youtu.be/QzG3KEliDcc?t=545 || Should I Add a Second Offer to My Webinar?
and sales for the business and you know how to operate it more profitably then for sure from a credibility perspective it's a little bit tougher but at the end of the day all that really matters is can you deliver value to the customer like that's it. If you're a business owner and you are not growing as fast as you'd like I'd

[9:28] YouTube https://youtu.be/QzG3KEliDcc?t=561 || Should I Add a Second Offer to My Webinar?
like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we

[9:43] YouTube https://youtu.be/QzG3KEliDcc?t=576 || Should I Add a Second Offer to My Webinar?
broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and

[9:56] YouTube https://youtu.be/QzG3KEliDcc?t=589 || Should I Add a Second Offer to My Webinar?
finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying

[10:11] YouTube https://youtu.be/QzG3KEliDcc?t=604 || Should I Add a Second Offer to My Webinar?
to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: You should start a boring business
URL: https://youtu.be/Sn5wBUC-SFk
PRIMARY_TOPIC: content
TOPICS: content, niche

[0:00] YouTube https://youtu.be/Sn5wBUC-SFk?t=0 || You should start a boring business
You helped me turn my senior design project at college into my business. Last year we did 150 and I want to get to 500. What do you sell? We do digital business cards for primarily in real estate. Digital business cards for real estate. Uh I'm the only salesperson. I have a few vendors. What's the value prop of a digital business card?

[0:17] YouTube https://youtu.be/Sn5wBUC-SFk?t=10 || You should start a boring business
It's like Linkree on steroids. Linkree, your phone and your CRM all connected. So yeah. What do you think? But you want to grow this. So, just to be sure, I'm not trying to sell. I just want to make money and then sell more expensive things later. Right now, I'm just using this to make money. To make money? Yes.

[0:36] YouTube https://youtu.be/Sn5wBUC-SFk?t=29 || You should start a boring business
Yeah. Yeah. No. Heard, dude. I think I think if you sold something else, you'd make way more money. I agree. Okay. It's a hard pitch. Like, what you have is a hard pitch because I'd be like, "Your digital business card is here's my Instagram. That's my digital business card. If you want to find out more about me, watch some content, you know. Um

[1:05] YouTube https://youtu.be/Sn5wBUC-SFk?t=58 || You should start a boring business
Um Okay. Uh what what else are you into selling, man? Like I just I I just I don't know if this is You obviously have the skill of sales and so I'd rather just like use that on a better opportunity vehicle. Got it. Um Okay. It's like this world is just crumbling. You want to hire me? Well, if you can close. Yeah, sure.

[1:33] YouTube https://youtu.be/Sn5wBUC-SFk?t=86 || You should start a boring business
Ari, is Ari over there? Well, there's Stephanie. Stephanie's right there. Stephanie's works in our recruiting. You can talk to Okay, Stephanie will talk. But on a real note, though, um Oh, that wasn't real. That's not a real offer. All right. Neither was mine. Two can play that game. Um on a real note though, like I don't know what I'm doing. What do I do in the meantime to make money essentially?

[1:55] YouTube https://youtu.be/Sn5wBUC-SFk?t=108 || You should start a boring business
So, uh, you were selling. So, who had this idea for this digital business? Well, there's your senior whatever thing, right? Your senior project. Yeah. One of the big issues I take with, um, and when I do my entrepreneur talks at like colleges and stuff. Um, the big thing that I that I hate about those

[2:09] YouTube https://youtu.be/Sn5wBUC-SFk?t=122 || You should start a boring business
classes is that they try and make seniors invent something. It's like it's very like inventionheavy. Like everyone thinks it's Shark Tank, like I have to invent something that doesn't exist. when you can pretty much just like go look at any business that exists and just do that and probably make way more money. Like you start a lawn care business tomorrow like knocking door to

[2:26] YouTube https://youtu.be/Sn5wBUC-SFk?t=139 || You should start a boring business
door and probably get to two or three million dollars a year just with your existing skill set. Like you're able to, you know, shake hands and kiss babies and close. And so like like you could sell solar and make you know 800 grand a year on your own income. So, I'm like I'm just saying like there's there's like I think I would be looking at So, when I was when I was doing the presentation yesterday,

[2:49] YouTube https://youtu.be/Sn5wBUC-SFk?t=162 || You should start a boring business
I talked about how like now I look for products that people don't cancel. I would look for products that people don't cancel. Probably the the people that are similar to who you already sell to. I would look for that product. Um, and then I would use all my sales skills on that rather than trying to explain to them why they need a digital business card.

[3:07] YouTube https://youtu.be/Sn5wBUC-SFk?t=180 || You should start a boring business
Got it. Basically, for your current pitch to work, you have to you have to create a problem and then solve a problem all within one presentation, right? And also explain some stuff that they don't understand how it works, right? So, it's kind of like three things. I'd rather just like talk to somebody who immediately already knows the problem that they have and I'd be

[3:23] YouTube https://youtu.be/Sn5wBUC-SFk?t=196 || You should start a boring business
like, I can solve that. And I know from the history of that industry that they don't cancel and that they're just going to buy from me because they like me better. Would you recommend that I get a like a sales position at another company or just like sell more expensive stuff? Definitely not here. So

[3:42] YouTube https://youtu.be/Sn5wBUC-SFk?t=215 || You should start a boring business
um no, I mean fundamentally every entrepreneur is a salesman at heart. Like we're the promoters and so like you can obviously sell for somebody else or you can sell for yourself. Um a good way to learn a new industry is to sell within that industry, kind of learn the ropes and then try to basically just figure out lead genen uh for it. Once you have that, then you have lead genen and sales. And so the only thing that

[4:00] YouTube https://youtu.be/Sn5wBUC-SFk?t=233 || You should start a boring business
4 minutes you'd really need would be delivery. If you're good at sales, um, and good at training sales, which is a different skill, um, then it comes down to like, can I like this is where like insurance sales are incredibly profitable. Like there's really no delivery. You just sell the product, right? And then there's these massive behemoths that

[4:16] YouTube https://youtu.be/Sn5wBUC-SFk?t=249 || You should start a boring business
that deliver the risk essentially. Um, there's so many businesses that are basically demand constrained where people stick. Uh, you just want to find one of those that you like that caters to the existing avatar you currently sell to because you already know that avatar well. And if if we're talking speed to money, um, and then sell that.

[4:33] YouTube https://youtu.be/Sn5wBUC-SFk?t=266 || You should start a boring business
Got it. Thank you, Alex. I'll switch vehicles. Okay. All right. Sweet.


VIDEO
TITLE: The #1 Rule of Marketing I’ll Repeat Until I Die
URL: https://youtu.be/SzrK_j2oNcY
PRIMARY_TOPIC: content
TOPICS: content, content

[0:00] YouTube https://youtu.be/SzrK_j2oNcY?t=0 || The #1 Rule of Marketing I’ll Repeat Until I Die
Do I have to be unethical to be successful in business? Well, the implicit uh question there, which is interesting because if you were to ask that question, if you deem me successful, then you deem me unethical. And why would you want an unethical person to answer your question? So, um I would say that's a silly

[0:14] YouTube https://youtu.be/SzrK_j2oNcY?t=7 || The #1 Rule of Marketing I’ll Repeat Until I Die
question. So, I reject the premise. Um but why don't you tell me what is unethical about this? You have a problem. I know how to solve that problem. And in fact, the problem you have is a problem that many people have. And so it's I'm unable to solve that problem for everyone. And so for the people that

[0:35] YouTube https://youtu.be/SzrK_j2oNcY?t=28 || The #1 Rule of Marketing I’ll Repeat Until I Die
care the most about solving that problem, some of them are willing to spend money to solve it. And for those people who are willing to spend money, I say, I will solve that problem for you in exchange for your money. Where do you see an ethical dilemma? The issue that people who don't have money have with

[0:51] YouTube https://youtu.be/SzrK_j2oNcY?t=44 || The #1 Rule of Marketing I’ll Repeat Until I Die
people who have money is that they believe that you need to deceive in order to earn. And I 100% agree that deception is a very poor practice in business, especially in the long term. And so if you state the facts and tell the truth, which is the number one rule of marketing that I have that I I will

[1:06] YouTube https://youtu.be/SzrK_j2oNcY?t=59 || The #1 Rule of Marketing I’ll Repeat Until I Die
restate until I die. If you state the facts and tell the truth and then two people voluntary exchange of money for services and both people say thank you. What is unethical about that? You need to get out of your head, dude. Like you will never and I will say this. If you believe that making money is wrong, you

[1:23] YouTube https://youtu.be/SzrK_j2oNcY?t=76 || The #1 Rule of Marketing I’ll Repeat Until I Die
will never make it. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and

[1:40] YouTube https://youtu.be/SzrK_j2oNcY?t=93 || The #1 Rule of Marketing I’ll Repeat Until I Die
more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the

[1:53] YouTube https://youtu.be/SzrK_j2oNcY?t=106 || The #1 Rule of Marketing I’ll Repeat Until I Die
business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap,

[2:06] YouTube https://youtu.be/SzrK_j2oNcY?t=119 || The #1 Rule of Marketing I’ll Repeat Until I Die
plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you

[2:20] YouTube https://youtu.be/SzrK_j2oNcY?t=133 || The #1 Rule of Marketing I’ll Repeat Until I Die
out to Vegas and we'll do this in person live.


VIDEO
TITLE: Rich People Don’t Care About Your Watch
URL: https://youtu.be/TIZF3U_GKOo
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/TIZF3U_GKOo?t=0 || Rich People Don’t Care About Your Watch
A watch isn't going to replace work. A Rolex isn't going to replace reality. And so what happens a lot of times when you're coming up is that you want to get status, right? You feel downtrodden. You feel like no one respects you. And that's normal as a young man. That's what you do. You don't have any status.

[0:15] YouTube https://youtu.be/TIZF3U_GKOo?t=8 || Rich People Don’t Care About Your Watch
That's what you come into the world as and you got to go make it. And so the thing that you want to do early on is get status as fast as possible. But the thing is is a lot of times you trade short-term status at the expense of long-term. And so, as somebody who has lots of young men in my audience and

[0:30] YouTube https://youtu.be/TIZF3U_GKOo?t=23 || Rich People Don’t Care About Your Watch
middle-aged men in my audience, you'll never impress someone who's wealthier than you with assets, you'll only impress people below you. So, you have the wrong target audience. Because to impress poor people, you outspend them. To impress rich people, you outwork them. And once I understood this, I was like, "Oh, the guys who are

[0:51] YouTube https://youtu.be/TIZF3U_GKOo?t=44 || Rich People Don’t Care About Your Watch
at the top of the game give me respect because they know I'm a future one of them because they know when they were my age, they double down on the hustle, not the highlight reel." And that overspending on status happens at every level. So, in the beginning, it's a watch, right? And a little bit later, it might be a car payment. And a little bit later, it might be a really big expensive car payment. And then it might

[1:14] YouTube https://youtu.be/TIZF3U_GKOo?t=67 || Rich People Don’t Care About Your Watch
be a really big condo. And then it might be a really nice house. And then it might become a yacht and then becomes a jet. And the thing is is that you add zeros to it, but again, you only impress the people underneath of you, not the people above you. And if you want to impress the people underneath of you, by

[1:28] YouTube https://youtu.be/TIZF3U_GKOo?t=81 || Rich People Don’t Care About Your Watch
all means, do it. But know that that's what you're about. Real quick,


VIDEO
TITLE: Every Product You Launch Sucks
URL: https://youtu.be/U-CWGwQ0VrY
PRIMARY_TOPIC: content
TOPICS: content, content, mindset

[0:00] YouTube https://youtu.be/U-CWGwQ0VrY?t=0 || Every Product You Launch Sucks
How do I stop obsessing about creating the best content I can and therefore not release any content for weeks on end. Okay. Um, stop would be my my first my first like just post it like Okay, I'll give you a little thing that that Sam said at one of the masterminds which I I really like. Every product sucks that you launch.

[0:23] YouTube https://youtu.be/U-CWGwQ0VrY?t=16 || Every Product You Launch Sucks
Like there's no way that your first try at anything is good. And so the point of putting it out is to get feedback on how to make it better. The point is not to get it out and then win. The get the point is to get it out and then learn. And so like we put out 450 pieces of content a week. I don't know which ones

[0:42] YouTube https://youtu.be/U-CWGwQ0VrY?t=35 || Every Product You Launch Sucks
are going to hit. We just put the best ones out we can and we learn and we review the metrics and we say let's do more of the stuff that worked and less of the stuff that didn't work. We just keep doing that over and over and over again. And so this idea you have you have the fallacy of of of perfection

[0:55] YouTube https://youtu.be/U-CWGwQ0VrY?t=48 || Every Product You Launch Sucks
which is like it's just hiding from the fear of rejection is what all this is. So expect that it will not perform and then learn and then just do a shitload of it and then you'll learn faster.


VIDEO
TITLE: Work for Free Before You Charge a Dollar
URL: https://youtu.be/UdDCsWkyO4o
PRIMARY_TOPIC: content
TOPICS: content, content, branding, offers

[0:00] YouTube https://youtu.be/UdDCsWkyO4o?t=0 || Work for Free Before You Charge a Dollar
So as I build a personal brand, is it better to become an authority in a certain skill and then start posting content or is it better to start posting content without being authority in that skill? Great question. So my perspective on this and this probably will differ from other people's, but I can only

[0:13] YouTube https://youtu.be/UdDCsWkyO4o?t=6 || Work for Free Before You Charge a Dollar
explain what I do, right? And the kind of the thinking process behind it. I I never want someone to question whether I'm legit or not, right? And I I I think that way and maybe it's because I just have like massive insecurity. Who knows? Um but the the reason that I I tend to always start with proof, right? And so I

[0:32] YouTube https://youtu.be/UdDCsWkyO4o?t=25 || Work for Free Before You Charge a Dollar
would rather like and if you don't have external achievements, right, then you need the achievements to be effort-based rather than external. Okay, so what does that mean? So instead of saying, "Hey, I did $100 million launch. That's an external achievement. Everyone can see that. Great, lots of money, etc." Right?

[0:46] YouTube https://youtu.be/UdDCsWkyO4o?t=39 || Work for Free Before You Charge a Dollar
I could say, "I made 35,000 pieces of content." You can control that. Now, whether you did a good job or not is is a separate thing, but when you do effort-based achievements, it's kind of like grind or pay, right? Right? And so in the beginning, you don't have the the money or the proof to do it. So you have

[0:58] YouTube https://youtu.be/UdDCsWkyO4o?t=51 || Work for Free Before You Charge a Dollar
to grind. And so grind-wise, it's like I'm going to make 35,000 pieces of content and document what you're learning along the way. That's fine. Like that's the game. And so um that will be kind of phase one. Phase two is be willing to work with people for free. People spend way too like I'll say this

[1:18] YouTube https://youtu.be/UdDCsWkyO4o?t=71 || Work for Free Before You Charge a Dollar
differently. If you're getting started, every single business to this day, I still start with free stuff because I want to get feedback from people. I want to know what they like, what they didn't like, what their pain points are. I want to figure out how to how to smooth out the process. I want to figure out all

[1:32] YouTube https://youtu.be/UdDCsWkyO4o?t=85 || Work for Free Before You Charge a Dollar
these different things. And me trying to guess at that on my first shot and ask people to pay me. I'm like, I don't want to do that. I'm going to have a bad reputation. I don't want it, right? And so, it's going to take you so much more time. Think about this. For you to get 10 customers who pay you with it never

[1:47] YouTube https://youtu.be/UdDCsWkyO4o?t=100 || Work for Free Before You Charge a Dollar
giving anything away for free is going to take a long time. You getting 10 people to start working with you for free and then using the 10 testimonials you get there to then get your 11th, 12th, 13, 14, 15, 16, 17, 18, 19, 20th customer is going to take you less time to get that 10 paying customers if you

[2:02] YouTube https://youtu.be/UdDCsWkyO4o?t=115 || Work for Free Before You Charge a Dollar
do 10 for free first of whatever it is that you sell. So that's my that's my two cents. Um, more people knowing about your stuff is not going to make you less money. I do think though that like big big big big picture, it also kind of depends what you're going to get into. If you want to be, you know, it's like I want to be a

[2:21] YouTube https://youtu.be/UdDCsWkyO4o?t=134 || Work for Free Before You Charge a Dollar
business coach. It's like, well, dude, just look at the people who have the most who have the most um credibility in in business. They have some big giant thing behind them, right? I would not try and compete there. I would try and compete on a much smaller pond that I can be I can be king of a very itty not

[2:38] YouTube https://youtu.be/UdDCsWkyO4o?t=151 || Work for Free Before You Charge a Dollar
even a pond like a puddle like just be king of this itty bitty puddle and create proof around that little bitty itty bitty puddle and you will find people who are willing to pay you because you are a specialist and because they have access to you. Okay. Um and I'll give you I'll give you one more tidbit for those you guys who are

[2:53] YouTube https://youtu.be/UdDCsWkyO4o?t=166 || Work for Free Before You Charge a Dollar
starting out and then I'll take the next call. So when you're starting out you always have an advantage. All right. Every every position has an advantage on the board of the game. So, if you're if you're a if you're a super baller, right? You're you're you're a G or whatever you want to say, right? My position is to say, don't go with

[3:12] YouTube https://youtu.be/UdDCsWkyO4o?t=185 || Work for Free Before You Charge a Dollar
Weenie McGee over here. He's in his mom's basement and doesn't know what he's talking about, right? I have been doing this for however many years and look at all his credibility, look at all his proof, right? Cool. Weenie McGee, right? Is be in his mom's basement and he's going to be like, "Don't don't hang

[3:25] YouTube https://youtu.be/UdDCsWkyO4o?t=198 || Work for Free Before You Charge a Dollar
out with Alex. You're never going to talk to Alex. There's no chance." Right? You're going to be talking to someone three levels down from him and you're just going to be a number to I mean, that's what I would say. Of course, we don't operate that way, but like that's what you would say, right? And so, if

[3:39] YouTube https://youtu.be/UdDCsWkyO4o?t=212 || Work for Free Before You Charge a Dollar
that's your position, then you say, "Dude, you're going to get my phone number." And so, it's not, "Am I better than Alex?" Of course, I'm not better than Alex. Like, own that. Of course, I'm not better than Alex, but I am better than the third rung down on his company and you're going to get my phone

[3:52] YouTube https://youtu.be/UdDCsWkyO4o?t=225 || Work for Free Before You Charge a Dollar
number and I care about my reputation. That person doesn't. That's where you compete. And so that's how you can start getting a foothold, which is why there will always be room in the market for people who are new because people who are established are going to have their position to play. Coca-Cola Classic is

[4:06] YouTube https://youtu.be/UdDCsWkyO4o?t=239 || Work for Free Before You Charge a Dollar
going to say, "We're the classic. We've been doing this forever." And the people who are new and upstart is like, "Hey, I'm a young founder. Just try my soda out. If you like it, tell me. Give me feedback. I'll try and fix it." That's the position. Both can win. And for anyone who's like, "I don't think this

[4:19] YouTube https://youtu.be/UdDCsWkyO4o?t=252 || Work for Free Before You Charge a Dollar
will work or something like that." It's like, dude, like I was in the same position. It's not like I'm 50, you know what I mean? Like I started at 02 and you just have to outwork, right? And you got to say like I'm willing to do more than those guys are. And in the beginning, people don't want to say it.

[4:32] YouTube https://youtu.be/UdDCsWkyO4o?t=265 || Work for Free Before You Charge a Dollar
I'll do it for less until eventually you have proof. And then we have proof. It becomes a virtuous cycle of charging


VIDEO
TITLE: A Brand Is What They Say It Is Is Useless Advice
URL: https://youtu.be/Vt4D1qgo9ic
PRIMARY_TOPIC: content
TOPICS: content, branding, content

[0:00] YouTube https://youtu.be/Vt4D1qgo9ic?t=0 || A Brand Is What They Say It Is Is Useless Advice
So let's start with the first one. What branding is. So when I decided to build a brand, I looked at what many popular marketers said about it. Here are some popular definitions that I have removed the marketers from them. This is not throwing shade, so I'm just saying them. A brand is a person's gut feeling about

[0:17] YouTube https://youtu.be/Vt4D1qgo9ic?t=10 || A Brand Is What They Say It Is Is Useless Advice
a product, service, or organization. A brand is not what you say it is, it's what they say it is. A brand is a set of expectations, memory, stories, and relations to that. Taken together to account for a customer's decision to choose one product or service over another. A brand is emotional shorthand

[0:31] YouTube https://youtu.be/Vt4D1qgo9ic?t=24 || A Brand Is What They Say It Is Is Useless Advice
for accumulated and assumed information. A brand is present when the value of what the product, service or personality means to its audience is greater than what it does for the audience. A brand is a product, service or concept that is publicly distinguished from other product, services or concepts so it can

[0:44] YouTube https://youtu.be/Vt4D1qgo9ic?t=37 || A Brand Is What They Say It Is Is Useless Advice
be easily communicated and usually marketed. Branding is the process of creating and disseminating the brand name, its qualities and personality. The promotion of a particular product or company by means of advertising and distinctive design. If these sound vague and confusing, it's because they are.

[1:02] YouTube https://youtu.be/Vt4D1qgo9ic?t=55 || A Brand Is What They Say It Is Is Useless Advice
And I was just as confused as you when I was trying to figure this out because none of them told me what to do. And so after looking at all these marketers words, I think I pieced it together. At least enough that once I started thinking about this way in a different way that I'm about to share with you, my

[1:18] YouTube https://youtu.be/Vt4D1qgo9ic?t=71 || A Brand Is What They Say It Is Is Useless Advice
brand grew and it grew fast. And the reason this is so important is that if you don't know what to do, nothing's going to change. Fundamentally, if you don't change your behavior, obviously nothing's going to change as a result. And so I wanted to define this one term before we get going. Learning. Who here came to learn? Raise your

[1:34] YouTube https://youtu.be/Vt4D1qgo9ic?t=87 || A Brand Is What They Say It Is Is Useless Advice
hands. Fantastic. All right. Other words, just be talking to the wall. So learning means same condition, new behavior. And so if I wanted to teach someone a phone script, then after teaching you, the phone rings again and you say the new script, you learned. Learning occurred. On the other hand, if I tried to teach you the script and then

[1:57] YouTube https://youtu.be/Vt4D1qgo9ic?t=110 || A Brand Is What They Say It Is Is Useless Advice
the phone rings again and then you change nothing, no learning occurred. You learned nothing. And that's why none of this stuff that these guys said helped me because I didn't know what I could do. I didn't know what behavior I had to change as a result of this. So, I didn't know how to do it. And so,

[2:16] YouTube https://youtu.be/Vt4D1qgo9ic?t=129 || A Brand Is What They Say It Is Is Useless Advice
here's how branding happens. Branding is a deliberate pairing of things through an outcome. So I'll say that again. Branding is a deliberate pairing of things through an outcome. So let's use Coca-Cola drinking it and liking it as our example. The yum aka the outcome. That's what people get. They pair that

[2:39] YouTube https://youtu.be/Vt4D1qgo9ic?t=152 || A Brand Is What They Say It Is Is Useless Advice
with drinking the action. It's what they do to get it with Coca-Cola the product. So the next time you want some yum, you're probably going to reach for a Coca-Cola if that was paired for you successfully. And so branding is a deliberate pairing of things through an outcome. That's it. But sometimes businesses pair stuff pair

[3:02] YouTube https://youtu.be/Vt4D1qgo9ic?t=175 || A Brand Is What They Say It Is Is Useless Advice
their stuff with things that people don't like. That's bad branding. This leads to losses for the business. Now, some of you guys may have seen this. This is Dylan Mulaney doing a collaboration with Bud Light. There's a lot of press around this advertisement. This advertisement was actually a great advertisement. And you

[3:23] YouTube https://youtu.be/Vt4D1qgo9ic?t=196 || A Brand Is What They Say It Is Is Useless Advice
might think I'm crazy, but it was. Let me explain. It's just not the way you might think it was. This is a great advertisement because it let a lot of people know about their stuff. It let a lot of people know about the product, about Bud Light. By the way, if you're curious, that is the definition of

[3:39] YouTube https://youtu.be/Vt4D1qgo9ic?t=212 || A Brand Is What They Say It Is Is Useless Advice
advertising, not branding. Advertising is letting people know about your stuff. Branding is the pairing that occurs as a result. So, it was good advertising but bad branding. Many customers hated this pairing. Lots of people found out but a lot of people hated it. Good advertising, bad branding. And so, as a result of this bad

[4:00] YouTube https://youtu.be/Vt4D1qgo9ic?t=233 || A Brand Is What They Say It Is Is Useless Advice
branding, people not liking the pairing, fewer people bought the product, which netted a loss for the business. And so to fix this, Bud Light paired their product with stuff the audience liked, like Shane Gillis, who is a man's man comedian, and the UFC, a man's man of sports, if you will, and sales begin to

[4:21] YouTube https://youtu.be/Vt4D1qgo9ic?t=254 || A Brand Is What They Say It Is Is Useless Advice
recover. So that's the 101 explanation of branding. Let's go into 2011. So to go a little deeper, because the better you get at this, the more money you will make. Like the more nuance you can understand how to brand and build a brand for yourself, the more money you'll make. I promise you that. And so

[4:39] YouTube https://youtu.be/Vt4D1qgo9ic?t=272 || A Brand Is What They Say It Is Is Useless Advice
to some people, the Dyl Mulaney pairing was actually good in general. Both good advertising and good branding. Hear me out. For others, it was bad. Obviously, all pairings have positive and negative results, and that's because everyone's different. Everyone has different preferences. But for a business, you can objectively

[5:02] YouTube https://youtu.be/Vt4D1qgo9ic?t=295 || A Brand Is What They Say It Is Is Useless Advice
see if a pairing was good or bad, whether it netted you more money. So more people disliked the Dylan, tough name, Dylan Mulvaney pairing. So sales suffered, making it a bad pairing. So this isn't opinion. They objectively made less money and so this pairing was a bad for their ideal audience. Now the

[5:24] YouTube https://youtu.be/Vt4D1qgo9ic?t=317 || A Brand Is What They Say It Is Is Useless Advice
301 version of this is is there a company or a product where the dilemma of any pairing could have been both good advertising and good branding so that the majority of people would have bought. I think the answer is yes. It just doesn't necessarily mean it's Bud Light for conservative males as the primary audience.

[5:40] YouTube https://youtu.be/Vt4D1qgo9ic?t=333 || A Brand Is What They Say It Is Is Useless Advice
And on the other hand some people love the new Gillis and UFC pairings and some hated it. But more of the audience that is their ideal customer liked it, saw it as good and so the business netted sales or result and they made more money, good branding. And so for Budweiser, and I just want to call this out, this is specifically for

[6:02] YouTube https://youtu.be/Vt4D1qgo9ic?t=355 || A Brand Is What They Say It Is Is Useless Advice
Budweiser and their customer base. It's not that Shane Gillis or the UFC is magic in some way or Dylan Mulvaney is unmagic in some way, but for that specific audience, yes, the pairing mattered and how much of the base liked it or disliked it. So, if you're anything like me, making money is the point. So, let's drive this

[6:21] YouTube https://youtu.be/Vt4D1qgo9ic?t=374 || A Brand Is What They Say It Is Is Useless Advice
home. If you made a pairing of your thing and your customer, and you got to choose which outcome you had happen, so you have your product and they drink it. There's an outcome that happens afterwards, right? That pairs with it. On one hand, 75% like it and 25 hate it. Or on the other hand, 25% like it and

[6:42] YouTube https://youtu.be/Vt4D1qgo9ic?t=395 || A Brand Is What They Say It Is Is Useless Advice
75% hate it, which would be the bottom example. Which would you choose? More money. Good. The big the big green one. Yes, of course. The top one because it would make you the most money. And so to be clear for the 2011 level of understanding, branding always happens. Branding always occurs. But our goal is good branding.

[7:08] YouTube https://youtu.be/Vt4D1qgo9ic?t=421 || A Brand Is What They Say It Is Is Useless Advice
And good branding is a deliberate pairing of our business with good outcomes for our ideal customers. And so what you pair your business with determines two key things. One, who pays attention to your business. And two, whether they go towards your business, like the UFC example, or away from your business, like the Del Mulvaney example.

[7:31] YouTube https://youtu.be/Vt4D1qgo9ic?t=444 || A Brand Is What They Say It Is Is Useless Advice
And so at the beginning of this, I said I was going to cover three things. The first thing I said is what is branding? But now that we have gone through that, I want to resay what I walked us through, which is what good branding is. Ideally, what we're shooting for. So, now that we covered that, let's talk

[7:48] YouTube https://youtu.be/Vt4D1qgo9ic?t=461 || A Brand Is What They Say It Is Is Useless Advice
about why it makes you money. Why good branding makes you money. Branding is I define it happens everywhere all the time, but businesses use it for profit. So, let's look at some of the earliest uses of branding to figure out how we can use it. So, these are the first entrepreneurs who use branding to make

[8:04] YouTube https://youtu.be/Vt4D1qgo9ic?t=477 || A Brand Is What They Say It Is Is Useless Advice
money. Real quick, I'm going to show you the exact 10 stage road mapap from zero to 100 million plus that less than 1% of companies finish. I've now done multiple times. And so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down

[8:20] YouTube https://youtu.be/Vt4D1qgo9ic?t=493 || A Brand Is What They Say It Is Is Useless Advice
by eight different functions of the business, what the constraint feels like, like what are the symptoms of it when you're going through it. And then what steps we actually took to graduate. And we've done this across software, physical products, uh service businesses, brickandmortar, all of this. and it works and it's my gift to you.

[8:35] YouTube https://youtu.be/Vt4D1qgo9ic?t=508 || A Brand Is What They Say It Is Is Useless Advice
It's absolutely free and so the link's in the description, but you just go acquisition.com/roadmap. Just enter your info and it'll spit it right back to you. All free. The earliest version of branding that we can think of, or at least that I can think of, happened on livestock. It was literally a brand. They would heat up

[8:52] YouTube https://youtu.be/Vt4D1qgo9ic?t=525 || A Brand Is What They Say It Is Is Useless Advice
metal, they'd sear it into the side of a cattle, and they would get a lovely little logo. Maybe we'll have a Nike swoosh cow someday. And so, they literally burned these symbols into animals. And those symbols had a magical effect. So let's say you're walking around and you see a cow with no brand. You say,

[9:08] YouTube https://youtu.be/Vt4D1qgo9ic?t=541 || A Brand Is What They Say It Is Is Useless Advice
"Hello, cow." The cow says, "Move back." And it has nothing on it. This is just a cow. You might leave it alone. And that might be it. On the other hand, let's say the cow has a bread you recognize. Say it's your neighbors. You might be like, "Hey, that's Bill's cow." Now, if you like Bill, you might grab

[9:28] YouTube https://youtu.be/Vt4D1qgo9ic?t=561 || A Brand Is What They Say It Is Is Useless Advice
the cow and pull him by the whatever you pull cows by and probably return it to Bill. If you hate Bill, then the cow may stay lost in the wilderness forever and become lunch for your family for the next month or two in the form of delicious burgers. Moo. But either way, for better or for worse, the brand

[9:51] YouTube https://youtu.be/Vt4D1qgo9ic?t=584 || A Brand Is What They Say It Is Is Useless Advice
affected what you did. it affected your behavior. And so to take this to the 2011 level, what if you see a branded cow, but you don't recognize the brand? You might be like, "Who this? I see a logo, but I don't know anything about it." Well, then you would treat it how you treat branded animals in general in that you

[10:11] YouTube https://youtu.be/Vt4D1qgo9ic?t=604 || A Brand Is What They Say It Is Is Useless Advice
just know that it belongs to someone. And so, you would treat it the way that you treat it as though it belong to anybody else. And even if only a tiny bit, you would treat a wild cow different from a branded cow in general. So if you had one that was wild and you had one that you didn't recognize but was branded,

[10:28] YouTube https://youtu.be/Vt4D1qgo9ic?t=621 || A Brand Is What They Say It Is Is Useless Advice
you would still probably treat them differently. So that just shows you the power of brand as a concept because it dictates a tie between that cow and a human being or some complex animal that can brand cows. And so these are all effects of brand in general. So that's how it affects what people do. And so now I

[10:46] YouTube https://youtu.be/Vt4D1qgo9ic?t=639 || A Brand Is What They Say It Is Is Useless Advice
want to get tactical on how to get how we translate that concept into getting them to buy. So let's say we pair our brand. So this is where I get really tactical and this is like okay if you don't have a brand this is the step by step right now. So you have a weak brand and we say it's a weak brand because

[11:00] YouTube https://youtu.be/Vt4D1qgo9ic?t=653 || A Brand Is What They Say It Is Is Useless Advice
it's starting out. You don't have a lot of association. Fantastic. So now you want to pair it with people experiences other c other stuff that your ideal customer likes. So in this instance, I'm using little Nike pairing with LeBron and Tiger who are champions, world class, goats, etc. And so people who

[11:17] YouTube https://youtu.be/Vt4D1qgo9ic?t=670 || A Brand Is What They Say It Is Is Useless Advice
like sports and competition would see that probably as a positive pairing aka good stuff. And so if we do that pairing or we make that pairing for the majority of people, branding will occur. And so the brand grows. And so the question then follows, what's the benefit of a strong brand versus a weak brand?

[11:37] YouTube https://youtu.be/Vt4D1qgo9ic?t=690 || A Brand Is What They Say It Is Is Useless Advice
And so the the the weak brand is before the pairing, the stronger brand is after the pairing. So a strong brand turns commoditized products like a $5 white t-shirt plus the strong brand into a premium product, a higher value brand name product. And premium products with a strong brand then get customers to want to pair

[11:58] YouTube https://youtu.be/Vt4D1qgo9ic?t=711 || A Brand Is What They Say It Is Is Useless Advice
themselves with the product so that they can associate the outcome themselves with the outcome. the brand delivers which they do with their money. So how do they make that association? They give money, they get the shirt, the association happens based on what they've seen where that logo has been elsewhere. And so then they go from I

[12:20] YouTube https://youtu.be/Vt4D1qgo9ic?t=733 || A Brand Is What They Say It Is Is Useless Advice
want to be a winner to exchanging money and saying now I am a winner or I feel like a winner. That's how this works. And so this means that if the ideal customer likes sports, winning and competition, etc., then they're more likely to buy stuff from a brand paired with those things. So, let's lay it all

[12:36] YouTube https://youtu.be/Vt4D1qgo9ic?t=749 || A Brand Is What They Say It Is Is Useless Advice
out. Weak brand paired with stuff customers like creates a strong brand. Strong brand gets put onto a winning product, transforms a generic to- winning product. Then the customers want to associate with that winning product. So, they buy the product and they put money into your bank account in order to

[12:56] YouTube https://youtu.be/Vt4D1qgo9ic?t=769 || A Brand Is What They Say It Is Is Useless Advice
do it. And so as long as you net a positive between what it costs you to associate with Tiger and LeBron and how many t-shirts you can sell a result, you make money. And so here are some steps in words for those of you who are more word people. You start with a brand that means nothing. You have a logo just like the

[13:17] YouTube https://youtu.be/Vt4D1qgo9ic?t=790 || A Brand Is What They Say It Is Is Useless Advice
cow that the other person didn't recognize. People know that it is a brand. They just don't know what that brand means yet. So it means nothing right now. Then you pair that brand with something or someone that your customers ideally like. Third, your brand starts to mean the thing customer likes to them.

[13:34] YouTube https://youtu.be/Vt4D1qgo9ic?t=807 || A Brand Is What They Say It Is Is Useless Advice
Then they want to associate themselves with that thing they like or get more of it. But they can't buy that thing, but they can buy a tiny sliver of that association. So they buy the shirt with the logo that means that thing to them. And so they get the shirt, you get the money, and it all happened because you deliberately

[13:53] YouTube https://youtu.be/Vt4D1qgo9ic?t=826 || A Brand Is What They Say It Is Is Useless Advice
paired it with something they like. And this happens everywhere. So Dolin Gabbana, classic example, they paired with Kim Kardashian. They made a line specifically for her. And so for a lady who wants to associate with fame, beauty, wealth, that would be a pairing that makes sense. And so that lady who wants other

[14:15] YouTube https://youtu.be/Vt4D1qgo9ic?t=848 || A Brand Is What They Say It Is Is Useless Advice
people to associate her with fame, high class, money, luxury, wealth, will then buy Dolce and Gabbata and be like, I'm just like Kim. Now, she might not say that directly because she might just associate with the values, but the transference still happens. And so when someone looks at two products that on the surface are

[14:33] YouTube https://youtu.be/Vt4D1qgo9ic?t=866 || A Brand Is What They Say It Is Is Useless Advice
generically the same, you've got two t-shirts, one that has a weak brand or no brand, and the other that has the strong brand. the person that has the strong brand, they're going to be more likely to buy and pay more for. And this happens because they actually buy the elements that we've deliberately

[14:52] YouTube https://youtu.be/Vt4D1qgo9ic?t=885 || A Brand Is What They Say It Is Is Useless Advice
paired with the brand which they identify with. And at this point of building a brand, you do this to change customer behavior and that excuse me, that is the point of building a brand to change customer behavior in your favor when they see it with a product. And so this is a quote from Warren Buff that I like a lot kind of signifying

[15:12] YouTube https://youtu.be/Vt4D1qgo9ic?t=905 || A Brand Is What They Say It Is Is Useless Advice
some of the elements of the benefits of brand. He said the single most important decision in evaluating business is pricing power. If you've got the power to raise prices without losing business to a competitor, you've got a very good business. And if you have to have a prayer session before raising the price

[15:26] YouTube https://youtu.be/Vt4D1qgo9ic?t=919 || A Brand Is What They Say It Is Is Useless Advice
by 10%, then you've got a terrible business. And so if we have an unbrided t-shirt for $5 and we say, you know what, we think we have a strong enough brand that we can raise the price. And then boom, we can raise the price and still not lose that many sales, but we in this case 12x the price. Good branding drives that premium pricing.

[15:47] YouTube https://youtu.be/Vt4D1qgo9ic?t=940 || A Brand Is What They Say It Is Is Useless Advice
Good branding also improves advertising. So with the generic brand, if you're marketing this white t-shirt, you might get half a percent of people. There are many white t-shirts. There are many like it. This one is mine. Just kidding. So the put for those of you who got the reference. Um so if you have a 0.5%

[16:04] YouTube https://youtu.be/Vt4D1qgo9ic?t=957 || A Brand Is What They Say It Is Is Useless Advice
clickthrough rate on something that's generic, there's nothing special about it. On the flip side, if you have a Nike brand t-shirt, same identical t-shirt, and it has the swoosh, now you might get six times as many people to click and buy at a higher price. See how these things stack together? That is why these

[16:19] YouTube https://youtu.be/Vt4D1qgo9ic?t=972 || A Brand Is What They Say It Is Is Useless Advice
brands exist for such a long period of time and make so much money. So they get cheaper customers, they get higher returns, and they have better response rates in advertising. And on top of that, if if as if that weren't enough, good branding also drives customer loyalty, aka they buy more stuff more times. And so like the

[16:40] YouTube https://youtu.be/Vt4D1qgo9ic?t=993 || A Brand Is What They Say It Is Is Useless Advice
Apple example I gave earlier, once you buy one Apple product, you tend to buy more and you tend to keep buying them. And so this also a good brand also protects your business from competitors stealing that customer in the future. And so, as I promised in the beginning, who's seeing how this all this stuff

[16:56] YouTube https://youtu.be/Vt4D1qgo9ic?t=1009 || A Brand Is What They Say It Is Is Useless Advice
allows you to one, be able to charge 10 times or more than your competition, two, get higher returns on advertising so you can scale that much more that much faster. And then three, get people to keep buying for life, compounding your money-making skills for good. Okay? Which is why building a brand will make

[17:14] YouTube https://youtu.be/Vt4D1qgo9ic?t=1027 || A Brand Is What They Say It Is Is Useless Advice
you lots of money. It's also why brands outperform commodities in every single industry and give a lasting competitive advantage that to be fair is theirs to lose. So here's another quote from Uncle Warren. It takes 20 years to build a reputation in 5 minutes to ruin it. If you think about that, you'll do things

[17:32] YouTube https://youtu.be/Vt4D1qgo9ic?t=1045 || A Brand Is What They Say It Is Is Useless Advice
differently. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went

[17:47] YouTube https://youtu.be/Vt4D1qgo9ic?t=1060 || A Brand Is What They Say It Is Is Useless Advice
through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the

[18:00] YouTube https://youtu.be/Vt4D1qgo9ic?t=1073 || A Brand Is What They Say It Is Is Useless Advice
business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap,

[18:14] YouTube https://youtu.be/Vt4D1qgo9ic?t=1087 || A Brand Is What They Say It Is Is Useless Advice
plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into business, see if we can help. And if we can, we'll invite you out to

[18:28] YouTube https://youtu.be/Vt4D1qgo9ic?t=1101 || A Brand Is What They Say It Is Is Useless Advice
Vegas and we'll do this in person live.


VIDEO
TITLE: You Can’t Beat Me at Business, So Play a Different Game
URL: https://youtu.be/WAmCM4pzhco
PRIMARY_TOPIC: content
TOPICS: content, niche, leads, content

[0:00] YouTube https://youtu.be/WAmCM4pzhco?t=0 || You Can’t Beat Me at Business, So Play a Different Game
All right, let's see how this Tik Tok goes. All right, Dicky dockie. All right, Maria 1K a day. Secret sauce freeh harmony xup support alldayfreedom.com. Let's go. New link. See what we got here. How to generate I mean it's a simple landing page which I am generally in favor of. Okay. Um, okay. This would be one where I would say specificity would be helpful because right now this is very generic. Um, I don't even know who this is for, what

[0:39] YouTube https://youtu.be/WAmCM4pzhco?t=32 || You Can’t Beat Me at Business, So Play a Different Game
the vehicle is about, what the opportunity is. Uh, it's just like how to make money, like almost literally how to make money. Um, and so you want to you want to drill down. Um, let's see here. Yeah, again it's the same thing here. And I know you me you mentioned earlier in the in the comments that you're trying to narrow down your

[0:55] YouTube https://youtu.be/WAmCM4pzhco?t=48 || You Can’t Beat Me at Business, So Play a Different Game
avatar. Um I'll I mean I could take a shot right now and say that you probably want women. So there's step one. There's probably an age range that you're looking for. Probably around your age. Um I would bet that you probably do well with women who care about their appearance. Again, I'm going to be

[1:16] YouTube https://youtu.be/WAmCM4pzhco?t=69 || You Can’t Beat Me at Business, So Play a Different Game
saying what I'm seeing. And so the people who see this stuff are the types of people are going to be attracted to your content. Now if you're like actually I really succeed with older men, then this is not the right content to attract them. And so the big thing here is like we have to think about you know what's the bait and you know who's the fish that we're fishing for. Um and so that's

[1:38] YouTube https://youtu.be/WAmCM4pzhco?t=91 || You Can’t Beat Me at Business, So Play a Different Game
honestly I think you just need to narrow down your avatar. Um and you do that by look like that will you narrowing down your avatar is the biggest strategic thing. Like it's a huge strategy thing you do in a business, but it's super important because that's what allows everything flows from that who, right?

[1:54] YouTube https://youtu.be/WAmCM4pzhco?t=107 || You Can’t Beat Me at Business, So Play a Different Game
From that who the the the lead magnets become specific. The messaging and the copy become specific. The content you make is going to be relevant to the pains that they're experiencing. And so then you can be more you can literally add more value to those people because you are specific. And so like I've said this before like I can't if I'm if I if

[2:11] YouTube https://youtu.be/WAmCM4pzhco?t=124 || You Can’t Beat Me at Business, So Play a Different Game
I wanted to help a dentist, right? So there's there are dentists who follow me, but a guy who is a dentist who helps other dentists make more in their dentist stuff and makes all his content about dentist things, I may know more about business, right? But he's going to be more nuanced in his examples. And so I might be better at delivery. I might have better stories. I might have better formatting, but he'll still be able to

[2:35] YouTube https://youtu.be/WAmCM4pzhco?t=148 || You Can’t Beat Me at Business, So Play a Different Game
do well in that niche. And this is why I recommend people niching is that you're not going to compete with me at business. And I'm not saying that's a slight you. I'm just saying that I have more evidence than you probably do. And so that's working in my favor. So you want to you want to counter position against that and say, "Okay, if I can't beat him at that game, I have to play a different game." And so you want to beat

[2:52] YouTube https://youtu.be/WAmCM4pzhco?t=165 || You Can’t Beat Me at Business, So Play a Different Game
me in the trenches. Like that's in the trenches is the super niche knowledge of like, "Hey, you ever person who gets their teeth whitened and then just leaves and never comes back, right? Like 3 minutes here's here's three ways to turn whitening clients into recurring long-term whatevers, right? And so you wanna you want to get really zeroed in

[3:08] YouTube https://youtu.be/WAmCM4pzhco?t=181 || You Can’t Beat Me at Business, So Play a Different Game
on the pains they're experiencing in and The content is not going to perform as well, but you're going to get leads that are going to bought.


VIDEO
TITLE: How to Kill Your Ego
URL: https://youtu.be/WEpeACs-NzQ
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/WEpeACs-NzQ?t=0 || How to Kill Your Ego
More people stay poor because of their egos than get rich off them. Yeah. At the moment it seems like egos are being valorized on the internet, especially among men's advice. Yeah. How is it that more people stay poor because of their egos and get rich off them? If there's a bunch of examples of people with seemingly big egos that also have money.

[0:18] YouTube https://youtu.be/WEpeACs-NzQ?t=11 || How to Kill Your Ego
I think that's um what's the fallacy? Um whatever the whatever the cognitive fallacy for what's in front of your eyes. I think far more people was it availability. There you go. Um, I think there are far more people who are successful and and significantly more successful than the people who are visible on content who and I would say many of

[0:38] YouTube https://youtu.be/WEpeACs-NzQ?t=31 || How to Kill Your Ego
those people aren't actually that successful. And so if we're looking at the objective measure of success as like net worth just for just for the sake of this conversation, there are far more people who are rich and anonymous than there are people who flaunt their Lamborghinis that they rented for a day.

[0:51] YouTube https://youtu.be/WEpeACs-NzQ?t=44 || How to Kill Your Ego
Now there I mean if you really think about the influencer world of business there are not that many guys who actually like are really in the game like most of those guys sell something from their platform about building a platform like that's that's 90 not even 95 it's probably like 98 99%. And so there's only like a very small select and and to be fair those guys are all

[1:16] YouTube https://youtu.be/WEpeACs-NzQ?t=69 || How to Kill Your Ego
pretty humble like you look at the Garry's you look at the the Andes you look at the um Tom Billy like these Edlet like you know like the guys who have become you know in in the business space like they're not particularly egotistical guys and it's usually because they know what hard feels like and they know what it's like to be inadequate over and over and over again because you only can be inadequate if you go to another level. If you feel amazing it's because you haven't moved up. Does that mean that if somebody

[1:40] YouTube https://youtu.be/WEpeACs-NzQ?t=93 || How to Kill Your Ego
wants to be successful and they feel like they've still got an ego that they need to do some work on dissolving that? I think they just need to do harder things like you need to fight harder opponents like the only way the only way you can maintain an ego is by believing that you're a big fish in a little pond or a big fish in whatever size pond you think it is. And if you're a big fish, you're not in a big enough pond. It's totally delusion.

[2:02] YouTube https://youtu.be/WEpeACs-NzQ?t=115 || How to Kill Your Ego
It's hard to comprehend. Like Bezos, if you've heard any of his interviews, seems like a very humble guy. But like you could have a hundred billionaires in a room and he is worth the same amount as them. And then if you had each one of those billionaires is a thousand millionaires. He's still worth the same

[2:18] YouTube https://youtu.be/WEpeACs-NzQ?t=131 || How to Kill Your Ego
the same amount as 1,000 100 whatever 100,000 millionaires and him. So like there's just levels to it. And I think the moment you get to ego is the moment you stop growing because you feel like you beat the level but you just keep repeating the level rather than moving up because there is a harder boss and

[2:34] YouTube https://youtu.be/WEpeACs-NzQ?t=147 || How to Kill Your Ego
they just haven't faced it yet. I suppose it's an easy way, you know, if you were going to a karate class and but you decided instead of going to the adult one to go to the one that's under 11s and you're going to kick the out of all of these and you video it and you're like, "Look at me." And it just happens to be that they're the same size as you and like just imagine they're like dumb on the inside but they're hum, you know, adult size and you're kicking the out of them. It's like yeah, do it to Jones,

[2:58] YouTube https://youtu.be/WEpeACs-NzQ?t=171 || How to Kill Your Ego
right? Like not going to happen. And so like I'm going to say this. I was just I'm just trying to say this the way that I take this the way I mean it. I get comments from people who are like, "Love your humility, Alex." And like I don't think I'm that humble of a guy being real, at least internally in my own

[3:15] YouTube https://youtu.be/WEpeACs-NzQ?t=188 || How to Kill Your Ego
head. But I am reminded daily of my inadequacy on the business game because like right now we've moved up a level in terms of like now we're now we're doing deals, now we're investing in companies, we're taking on big risk, we're writing checks. Like the another level of the game than just owning one not to say that owning one business and growing it

[3:31] YouTube https://youtu.be/WEpeACs-NzQ?t=204 || How to Kill Your Ego
is not hard. It absolutely is a different kind of hard. But like I'm getting into this game and I'm absolutely the small fish. Like Warren Buffet made $90 billion on the trading he made in Apple in 2020. One move, right? And so I'm like I am entering into a g like how could I say that I'm good? Like even if I was exceptional, it's still going to take 20 years to prove it.

[3:52] YouTube https://youtu.be/WEpeACs-NzQ?t=225 || How to Kill Your Ego
So like I can't say anything and by that point I'll probably have other guys who were, you know, who are titans at that point to remind me of the fact that I'm not as good as them. So in your estimation is the presence of an ego something which artificially limits the size of the vision of how high you want to climb?

[4:10] YouTube https://youtu.be/WEpeACs-NzQ?t=243 || How to Kill Your Ego
Yeah, 100%. And because it's you cannot you can't both say that you are you cannot admit deficits and say you're awesome at the same time in my opinion. Like I can't say like I suck at all these things and then also be like I'm the best. Like you can't do it. you either like you suck at all these things and it's I think it's the Dunning Krueger effect which is like the more

[4:29] YouTube https://youtu.be/WEpeACs-NzQ?t=262 || How to Kill Your Ego
you the more you learn about something the more the more you realize you don't know and so I think that if you have a tiny tiny subset of things that you are studying and a tiny subset of people you're comparing yourself to then it it's really easy to feel awesome about yourself but if you compare yourself to I mean I compare myself every day to

[4:45] YouTube https://youtu.be/WEpeACs-NzQ?t=278 || How to Kill Your Ego
Warren Buffett and like he's my him and M are like my heroes mostly because the way they lived life and what they like just everything about the way they lived is something that I just of and like I have uh Buffett's net worth by age tracked and I have like mine tracked and I'm like all right just got to stay

[5:01] YouTube https://youtu.be/WEpeACs-NzQ?t=294 || How to Kill Your Ego
above that line and he's got the moment I am right now but like I had a you know like his world was different y like I got Warren didn't have Warren to learn from real quick if you're a business owner and you're not growing as fast as you'd like I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went

[5:27] YouTube https://youtu.be/WEpeACs-NzQ?t=320 || How to Kill Your Ego
through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[5:43] YouTube https://youtu.be/WEpeACs-NzQ?t=336 || How to Kill Your Ego
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you

[6:01] YouTube https://youtu.be/WEpeACs-NzQ?t=354 || How to Kill Your Ego
out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Don’t Sacrifice Your Brand for Views
URL: https://youtu.be/WObB13oaEJE
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/WObB13oaEJE?t=0 || Don’t Sacrifice Your Brand for Views
I think the the big thing that everyone messes up with the content and even even the quote going cheap is that like they have to understand brand and that was I mean that's been my big epiphany after post gym launch was I didn't understand brand when I had gym launch like I understand I don't want to say I

[0:14] YouTube https://youtu.be/WObB13oaEJE?t=7 || Don’t Sacrifice Your Brand for Views
understand brand but I have a much better idea of it now. Um and like like my team right now has so much footage and they could clip a bunch of moments during the vlog days and make me look bad and get a zillion views. like we could do that, but that doesn't help me. And so a lot of people will do anything for the

[0:36] YouTube https://youtu.be/WObB13oaEJE?t=29 || Don’t Sacrifice Your Brand for Views
algorithm. They become algo is what we call it. Um which is just like this is really hot right now. We should make that stuff. But like I'm not going to like if it's not if it's not on brand for me, if it's not something I'm an expert in, I'm not going to talk about it. And that's I think that's that's my one

[0:52] YouTube https://youtu.be/WObB13oaEJE?t=45 || Don’t Sacrifice Your Brand for Views
piece of advice for anybody who's like get starting to get into the game of content is like just talk about stuff you know about. Like don't worry like just don't pretend to be someone you're not. Like if you if you're only good at sewing then just talk about sewing. Don't start making content about how

[1:05] YouTube https://youtu.be/WObB13oaEJE?t=58 || Don’t Sacrifice Your Brand for Views
people should invest their money. Like just talk about sewing. Real quick. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio

[1:19] YouTube https://youtu.be/WObB13oaEJE?t=72 || Don’t Sacrifice Your Brand for Views
companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most

[1:33] YouTube https://youtu.be/WObB13oaEJE?t=86 || Don’t Sacrifice Your Brand for Views
important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you

[1:46] YouTube https://youtu.be/WObB13oaEJE?t=99 || Don’t Sacrifice Your Brand for Views
this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into the business, see if we can

[2:01] YouTube https://youtu.be/WObB13oaEJE?t=114 || Don’t Sacrifice Your Brand for Views
help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: You’re Making Business Harder Than It Has to Be
URL: https://youtu.be/X6_RRxr5GLg
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/X6_RRxr5GLg?t=0 || You’re Making Business Harder Than It Has to Be
when you started to make content before in your previous businesses, you hadn't really gone hard on content marketing and so was the motivation because you saw this as good lead generation for acquisition.com or was it more hey it's time for me to share what I've learned? I would say one there was multiple

[0:16] YouTube https://youtu.be/X6_RRxr5GLg?t=9 || You’re Making Business Harder Than It Has to Be
motivations. Yeah. And I was actually pretty uh reluctant to do this and I I don't even know if I will do it forever. I think some people were like I'm going to do this for like I don't know if I will do it forever. I came in with a very clear purpose of why I was going to do this. So I I'll tell you the the the stories that got me to

[0:33] YouTube https://youtu.be/X6_RRxr5GLg?t=26 || You’re Making Business Harder Than It Has to Be
decide to do it and then why. So um in very short order uh The Rockhead Terrama for multiple billions. Huda Beauty uh did a minority deal, you know, valuing the company over 600 million. Conor McGregor, same thing. 600, ironically, 600 million for Proper 12, uh his whiskey, uh company. Uh so those were like some celebrity examples.

[0:54] YouTube https://youtu.be/X6_RRxr5GLg?t=47 || You’re Making Business Harder Than It Has to Be
Then I had I remember hearing this podcast of this guy named um he did Nomad Capitalist. He's like a YouTuber and he talks about Xay trading and like how to have tax savings and things like that. I had seen his channel and I listened to a podcast and he said, "I get 3,000 applications a month." And I

[1:11] YouTube https://youtu.be/X6_RRxr5GLg?t=64 || You’re Making Business Harder Than It Has to Be
went to go look at the application and it was like it was an application. It was like 30 something questions and they weren't like multiple choice. There were like very in-depth questions for financials and like all like you had to upload documents and like there was a lot of stuff involved. And I thought to

[1:26] YouTube https://youtu.be/X6_RRxr5GLg?t=79 || You’re Making Business Harder Than It Has to Be
myself, if I had 3,000 applications a month for any business that was high-end B2B, my god, I would just print money. And so I I thought about that and I was like, okay, so these these are like I'm getting warmer and warmer to this idea. And then Kylie Jenner gets on the cover of Forbes as a billionaire at age 20,

[1:44] YouTube https://youtu.be/X6_RRxr5GLg?t=97 || You’re Making Business Harder Than It Has to Be
which they ended up disproving later, but like doesn't matter. I think she is a billionaire now. Uh, but she was 20, I was 27. I thought I was hot she's seven years younger and she's a chick and she's richer. And I was like, I suck. I'm a big believer in like if somebody's making more money than you,

[1:56] YouTube https://youtu.be/X6_RRxr5GLg?t=109 || You’re Making Business Harder Than It Has to Be
there's something you can learn from them. Uh, in the game of business. Totally. And and it might just be like you need to be luckier. Uh, but like sometimes it's like you need to be the right right place at the right time. So it's like okay, well, what do I do about that? It's like, okay, well, I try to increase

[2:08] YouTube https://youtu.be/X6_RRxr5GLg?t=121 || You’re Making Business Harder Than It Has to Be
my surface area of luck. Then I decided I was going to do it. And so when acquisition.com for sure was what I was going to do, yeah, the brand part wasn't something I was for sure going to do. But when I thought, okay, how can I decrease the likelihood of failure as much as possible, like one of the tenants would

[2:23] YouTube https://youtu.be/X6_RRxr5GLg?t=136 || You’re Making Business Harder Than It Has to Be
be like, well, if you had an investment firm and you had unlimited deal flow of people who only wanted to do business with you, it would make it very hard to fail. And so I wouldn't have to be the best negotiator. I wouldn't have to be the best picker of companies. I could just have unlimited shots on goal. And so I

[2:37] YouTube https://youtu.be/X6_RRxr5GLg?t=150 || You’re Making Business Harder Than It Has to Be
was like, okay, so if I were to solve for that, what would I do? And I was like, well, if I could build the biggest business brand, then that would basically shrink into irrelevance or make, sorry, shrink all of my problems or make them irrelevant by consequence. That was fundamentally why I decided to

[2:51] YouTube https://youtu.be/X6_RRxr5GLg?t=164 || You’re Making Business Harder Than It Has to Be
do it. You mentioned the initial beginning you weren't even sure you wanted to do it. Do you enjoy having over a million followers now and that piece of accomplished? Um, there are pros and there are cons. And right now there are more pros than cons. And if there's a day where I feel like there are more cons than pros, I

[3:05] YouTube https://youtu.be/X6_RRxr5GLg?t=178 || You’re Making Business Harder Than It Has to Be
will stop. Right. I I think there are some people who really love attention and love fame and things like that. I don't think I am that person and I feel like I have evidence to support that uh because I didn't do it for a long time when I think I had the opportunity to. Right now my content feeds thousands of families.

[3:26] YouTube https://youtu.be/X6_RRxr5GLg?t=199 || You’re Making Business Harder Than It Has to Be
first from obviously what we do at acquisition.com with the holding company but then also all of the you know school like there's there's you know from a dist distributed uh perspective if I were to quit in the future I would try to make sure that I had backfilled my responsibility to those families to make

[3:43] YouTube https://youtu.be/X6_RRxr5GLg?t=216 || You’re Making Business Harder Than It Has to Be
sure that that that vacuum you know didn't that that it was filled the pros of this are you have recruiting talent becomes infinitely easier the best people in the world at whatever they do which is such such an underrated lever like I just can't I can't overstate this was is lever number one. Num number two

[4:00] YouTube https://youtu.be/X6_RRxr5GLg?t=233 || You’re Making Business Harder Than It Has to Be
is you have the obvious thing is that you have lots of deal flow or customer flow depending on whatever you know whatever whatever you sell. Those are really the big pros. You have some ancillary pros like you know if I go to a gym and drop in like they usually know who I am and they'll give me some nicer

[4:13] YouTube https://youtu.be/X6_RRxr5GLg?t=246 || You’re Making Business Harder Than It Has to Be
treatment and if I go to a restaurant they probably know who I am and they'll they'll you know be nice about it. Um those don't aren't super some people like that. The downsides are that what you sell is privacy. And so that's the that's the price that you give them sense is privacy is the price. And so um and

[4:29] YouTube https://youtu.be/X6_RRxr5GLg?t=262 || You’re Making Business Harder Than It Has to Be
one of the really tough parts and why I spent so much time thinking about this was that um it's you're it's it's kind of a it's a one-way door. Yeah. It's uh you can't undo it. There's no control Z. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give

[4:44] YouTube https://youtu.be/X6_RRxr5GLg?t=277 || You’re Making Business Harder Than It Has to Be
you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this

[5:01] YouTube https://youtu.be/X6_RRxr5GLg?t=294 || You’re Making Business Harder Than It Has to Be
little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're

[5:14] YouTube https://youtu.be/X6_RRxr5GLg?t=307 || You’re Making Business Harder Than It Has to Be
struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on

[5:28] YouTube https://youtu.be/X6_RRxr5GLg?t=321 || You’re Making Business Harder Than It Has to Be
the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How To Know If Your Business Is Actually Unscalable or Just Hard
URL: https://youtu.be/XBaTXfafo7c
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/XBaTXfafo7c?t=0 || How To Know If Your Business Is Actually Unscalable or Just Hard
I'm a short form content creator in the product review space. So I right now I'm doing about 120 million views a month just short form, but 75% of my revenue comes from brand sponsorships. Okay. But I'm realizing you review products. Yeah. Okay. So you are UGC pretty much UGC. I'm more faceless as well. So it's like not really a personal

[0:19] YouTube https://youtu.be/XBaTXfafo7c?t=12 || How To Know If Your Business Is Actually Unscalable or Just Hard
brand type of thing. Cool. Uh I'm realizing the current business model isn't as like scalable and sustainable long term just for me. um what would be a good road mapap for someone like me who's a content creator scalable uh it's just I think like a little part of it's like unfulfilling and a lot of it is like

[0:37] YouTube https://youtu.be/XBaTXfafo7c?t=30 || How To Know If Your Business Is Actually Unscalable or Just Hard
all right I'm gonna pause you right there because I think this is really viable for everybody I hear that sentence all the time I have this business it's working I don't think it's scalable I should do a different business if we reframe this as I'm doing her business it's working and now it's hard and so

[0:53] YouTube https://youtu.be/XBaTXfafo7c?t=46 || How To Know If Your Business Is Actually Unscalable or Just Hard
I'd like to do something easy can you tell me something easy That's that's what I hear. And so I'm bringing this up because it kind of hits to kind of what I was talking about earlier, like you have to confront the problem, but like the other side of that problem. So the way that I the way that I talk about this to our founders within

[1:08] YouTube https://youtu.be/XBaTXfafo7c?t=61 || How To Know If Your Business Is Actually Unscalable or Just Hard
the portfolio is like let's say that I'll just give a simple example. Let's say that we have to I'll loop back to your question. Um let's say that we have uh you know a key hire that when this key hire comes in, we could add you know five million. Oo, nice green. There we go. Uh $5 million in profit to the business. All

[1:24] YouTube https://youtu.be/XBaTXfafo7c?t=77 || How To Know If Your Business Is Actually Unscalable or Just Hard
right. This would be a really say5 million top line, $2 million in profit for the business, but this is somebody we're gonna have to pay, you know, 500k a year uh to unlock this. Okay, so this is g be a pretty specialized role that we're looking for. Now, a founder might say, "Hey, can we just like figure out a

[1:40] YouTube https://youtu.be/XBaTXfafo7c?t=93 || How To Know If Your Business Is Actually Unscalable or Just Hard
way to not have this role?" Now, I think it's a worthwhile question to pursue, but sometimes you just need the role, right? And so this $2 million, let's say at a 7x enterprise valuation is going to be an increase in $14 million in enterprise value, which if you own the business goes straight to your net worth

[1:57] YouTube https://youtu.be/XBaTXfafo7c?t=110 || How To Know If Your Business Is Actually Unscalable or Just Hard
taxfree. And so if I say back to the founder, hey, do you think you could find this one person for $14 million? All of a sudden, it feels better. You're like, you know, 14 million I could find it, right? And so I try to think about like what is this going to unlock in the business? What does this create to

[2:13] YouTube https://youtu.be/XBaTXfafo7c?t=126 || How To Know If Your Business Is Actually Unscalable or Just Hard
enterprise value? And then I try and put a ticket to kind of the hard that I'm trying to go through. Like we had a different portfolio company where we had to put in this I talked about them yesterday. We had to put in this tech tech component to it. And I was like, well, currently the company's probably

[2:25] YouTube https://youtu.be/XBaTXfafo7c?t=138 || How To Know If Your Business Is Actually Unscalable or Just Hard
valued at like 80. If we can get this fully integrated, we could be valued in the 200s. It's like, man, but building a whole developer team, we'd have to recruit, you know, head engineer. We'd have to devel, you know, bring all these other people in. I was like, yeah, I mean, we'll also get paid $150 million

[2:38] YouTube https://youtu.be/XBaTXfafo7c?t=151 || How To Know If Your Business Is Actually Unscalable or Just Hard
to do it, so you know, worth it. So, it's like it's hard and worth it. So, anyways, please continue. So, it's not scalable. Okay. Yeah. Uh I appreciate that. Um um sometimes I'm struggling to figure out like what to optimize for because just like chasing views as a content creator isn't always like the best thing

[2:59] YouTube https://youtu.be/XBaTXfafo7c?t=172 || How To Know If Your Business Is Actually Unscalable or Just Hard
to do, especially because I don't have a product to sell. And since I review 50 products a month, if I make one product, there's only so many times I could post a video about it, right? So, but there's so many products. Yeah. I mean, uh, are you saying like, why do I review so many products? No, I understand why you review so many

[3:14] YouTube https://youtu.be/XBaTXfafo7c?t=187 || How To Know If Your Business Is Actually Unscalable or Just Hard
products, but there's so many more products to review. Sure. Basically, why is this not scalable? Why can't you review 500 products a month? Um, I I can I think that's a possibility. It would be like figuring out if the business model is going to be served towards brands because that is the driver of the business at 75% of the

[3:30] YouTube https://youtu.be/XBaTXfafo7c?t=203 || How To Know If Your Business Is Actually Unscalable or Just Hard
revenue or if I'm approaching it from the wrong way and I'm just like, I should just double down on like long form YouTube because I haven't even posted a long form YouTube video. But you get paid on these short form that they probably repurpose as ads and all. Yeah, they run ads behind it. So, they

[3:44] YouTube https://youtu.be/XBaTXfafo7c?t=217 || How To Know If Your Business Is Actually Unscalable or Just Hard
usually are paying for like the usage rights behind that. So, it is a, you know, a possibility. Um, and then another thing is just me getting in my head about creating a bunch of mis who is just doing the same thing because it's basically like a formula because I'm not a type of faceless though. Yeah. So, yeah,

[4:02] YouTube https://youtu.be/XBaTXfafo7c?t=235 || How To Know If Your Business Is Actually Unscalable or Just Hard
that makes sense. Yeah. I mean, yeah. It's just like I I do 50 and I do majority faceless. Why can't we do 500? I mean, do you run good margins? Uh, yeah. We have 80% margins, right? Yeah. Let's do more of that. Two more. Yeah. Sweet. Okay. Thank you. This was a good talk. So,


VIDEO
TITLE: 1 of 3 Paths to starting your first business
URL: https://youtu.be/XH5DbavDfNI
PRIMARY_TOPIC: content
TOPICS: content, community, niche, offers

[0:00] YouTube https://youtu.be/XH5DbavDfNI?t=0 || 1 of 3 Paths to starting your first business
got into school about a week ago. What would be your biggest recommendation? 7-day trial, etc. Okay. Yeah. So, um, if you So, Kenzie, it really depends on where you're actually at. So, there's a lot of people who are new to school, but in very different situations. And so, I'll put you in one of three buckets.

[0:17] YouTube https://youtu.be/XH5DbavDfNI?t=10 || 1 of 3 Paths to starting your first business
Bucket number one, well, actually, if you're new to school, then you're really in really only one of two buckets, I guess. So, you have bucket number one is you actually know nothing about anything, right? You've never made a dollar anywhere in the world. And we have to figure out what you know so that

[0:31] YouTube https://youtu.be/XH5DbavDfNI?t=24 || 1 of 3 Paths to starting your first business
we can build a community. What you know or what you're interested in to figure out a community around it. So there's the big three Ps which I'll get to in a second but pain, profession, passion, right? There's typically going to be what you're going to pick from. If you have made money outside of school, then

[0:44] YouTube https://youtu.be/XH5DbavDfNI?t=37 || 1 of 3 Paths to starting your first business
you'd be kind of like the gym launch scenario. You have a business. Either you're going to use school as lead nurturer or you're going to use school as a component or feature of the delivery of your services. All right. Um I would say vector three is you have an audience outside of school, you have an

[1:02] YouTube https://youtu.be/XH5DbavDfNI?t=55 || 1 of 3 Paths to starting your first business
inefficient way of monetizing them and then you want to use community as the primary way of monetization. All right, so I guess that's the third bucket. But basically one is you have nothing. The other one is that you have a business and you have made money. And the third is that you have an audience and a skill

[1:16] YouTube https://youtu.be/XH5DbavDfNI?t=69 || 1 of 3 Paths to starting your first business
set but not monetization, right? And so it depends on which of those three buckets you're in. But I think this will probably be valuable for everybody here as I walk through all three. So, if you're a beginner, you have to pick some pain that you overcame, something you're passionate about, or some past

[1:30] YouTube https://youtu.be/XH5DbavDfNI?t=83 || 1 of 3 Paths to starting your first business
profession that you have skills in that you can then build a community of other people who want to learn those skills, overcome that pain, or pursue that passion. Man, that sounds nice, doesn't it? Um, and so those are basically what you'd build your community around. If you're starting out in that bucket, I'd

[1:44] YouTube https://youtu.be/XH5DbavDfNI?t=97 || 1 of 3 Paths to starting your first business
recommend you start for free, not free trial, free, free. build up that community, build up the engagement, learn how the community works, and then you can transition it to a free trial into paid. So all those people will get grandfathered then, which is gives an even stronger reason for them to join

[1:58] YouTube https://youtu.be/XH5DbavDfNI?t=111 || 1 of 3 Paths to starting your first business
the community now because you are going to charge for it later. So I would let them know that you're going to charge for later. Um, and then transitioning to a free trial, which is a much easier way um to get people in. Now, we also have some phenomenal stats that we have um from the system system overall. And if

[2:14] YouTube https://youtu.be/XH5DbavDfNI?t=127 || 1 of 3 Paths to starting your first business
I'm not mistaken, I think it's 48% of free trials convert on school. So like really impressive. Uh and we get um and so here's what's actually interesting. The amount of people who convert on free trials uh on the on the buying page is about the same systemwide, which is actually kind of interesting to me. Um

[2:32] YouTube https://youtu.be/XH5DbavDfNI?t=145 || 1 of 3 Paths to starting your first business
but I I actually think that the real advantage of free trials is that you get way more people to the page. So if people know it's a free trial, you might get way more clicks even if half convert. Basically, as long as you get more than twice as many people to the page because it's free, then you make

[2:47] YouTube https://youtu.be/XH5DbavDfNI?t=160 || 1 of 3 Paths to starting your first business
more money by having a free trial. Okay, so that's the TLDDR of that. If you have a business, right, but it's a different type of business and you want to use as a component. To me, that's probably the most straightforward use case. You just basically include a link to your free community that is in the thank you page

[3:04] YouTube https://youtu.be/XH5DbavDfNI?t=177 || 1 of 3 Paths to starting your first business
on the thank you page or in the thank you uh email that you send after someone opts in anywhere and then they get a link to to your community either to get nurtured or or deliver the lead magnet. So if it's a nurture community it's like someone opts in you say hey here's the community inside of it you'll find the

[3:19] YouTube https://youtu.be/XH5DbavDfNI?t=192 || 1 of 3 Paths to starting your first business
lead magnet. Cool. So that's one way to deliver it. The other way um is that it's just like someone buys the thing and then inside of their like onboarding it's like hey let's add you to the community. So that's kind of use case too. You already have a business you're adding this is either feature to before

[3:33] YouTube https://youtu.be/XH5DbavDfNI?t=206 || 1 of 3 Paths to starting your first business
someone's customer journey or after they become a customer. Cool. The third third uh uh element here is the people who already have an audience um and are starting a community to monetize that audience. So this path actually looks very similar to the first one because the thing is you just already know what

[3:51] YouTube https://youtu.be/XH5DbavDfNI?t=224 || 1 of 3 Paths to starting your first business
you're passionate about, what you're, you know, what your pain you overcame or whatever professional skill you're teaching. So you already know all that stuff unlike somebody who's beginning. And so you're just going to drive people to the community about that and obviously monetize. Now whether you use

[4:03] YouTube https://youtu.be/XH5DbavDfNI?t=236 || 1 of 3 Paths to starting your first business
a free trial or not, my my recommendation is to use a free trial. Uh I think that overall people who are like we can see right now as soon as we introduce the free trial uh GMV went up by a lot and so to me that's a pretty strong indicator that like basically more people are making money uh by having it. So that's kind of like my the

[4:24] YouTube https://youtu.be/XH5DbavDfNI?t=257 || 1 of 3 Paths to starting your first business
nice thing that we have is we have such big data that we can like kind of make generalizations. GMV is gross marketplace volume. So we can see what's the overall marketplace volume on school. And so if we introduce a new feature that like we're like oh we're really excited about this. and then like nothing happens. We're like, "Okay,

[4:37] YouTube https://youtu.be/XH5DbavDfNI?t=270 || 1 of 3 Paths to starting your first business
well, I guess it didn't really, you know, demonstrabably change people's outcomes." Whereas, if we add, you know, when we added free trials, we had a significant bump in engagement across all communities and we had um more more basically just more revenue overall going through the platform. So, to me,

[4:53] YouTube https://youtu.be/XH5DbavDfNI?t=286 || 1 of 3 Paths to starting your first business
that's a people make more money than not by having free trials. And there's a reason that we use a free trial. Like, we use a free trial like cuz if you have a good product, then you just want people to try it and lower the barrier. Okay. Um, hopefully hopefully Kenzie that was I think it was a pretty

[5:08] YouTube https://youtu.be/XH5DbavDfNI?t=301 || 1 of 3 Paths to starting your first business
thorough


VIDEO
TITLE: Helping an Online Education Business Scale
URL: https://youtu.be/XMh09JEjU_I
PRIMARY_TOPIC: content
TOPICS: content, ads, leads, offers, scaling

[0:00] YouTube https://youtu.be/XMh09JEjU_I?t=0 || Helping an Online Education Business Scale
Hi again. Yes, crypto seller Ukraine number one seller in all Ukraine. Spends lots of money on ads. You've gone to Poland and you haven't been able to get the market to convert. We talked last night. You take the words, look at the cultural differences on chat GBT, translate your existing marketing copy back into the

[0:17] YouTube https://youtu.be/XMh09JEjU_I?t=10 || Helping an Online Education Business Scale
Polish cultural norms so that the right language is used so that it converts there. What's the question? Wow, you have you have AI here already. Narrow link something like this. Um I prepare a little bit different question. Thank you. Thank you. I promise that you don't remember me. And um we sell crypto education uh to a wide

[0:42] YouTube https://youtu.be/XMh09JEjU_I?t=35 || Helping an Online Education Business Scale
audience and mostly who want to meet their basic needs. So there are no specific audience. We make over 1 million in revenue. We operate in Ukraine and are watching in other countries. I want to reach 10 million. Um I more or less understand how by expanding to new markets and uh we run cold traffic from meta, Google,

[1:04] YouTube https://youtu.be/XMh09JEjU_I?t=57 || Helping an Online Education Business Scale
influencers, telegram and uh etc. through funnels and one auto webinar funnel had generated over $20 million and still working and um we tested VSSL we put same content like in our in in our auto webinar but shorter and without comments activities. We tested advertorials. We tested lead magnets funnels and nothing works as well as

[1:30] YouTube https://youtu.be/XMh09JEjU_I?t=83 || Helping an Online Education Business Scale
auto webinar funnel. Okay, that's where the magic happens. Uh where we are creating new webinar funnels and testing new topics even new faces within these funnels. Uh and I want to reach the audience that doesn't attend webinars. And uh my big question is how to find best practices and uh what else could gypothetically work and um I'm

[1:58] YouTube https://youtu.be/XMh09JEjU_I?t=111 || Helping an Online Education Business Scale
reading your book about offers right now and uh it it's inspired me to build funnels for specific high paying segments instead of just white audience and uh I'd like to ask you your opinion about this and is it the right way that I that I think right now so are you doing a million dollars a year or because you said I remember the

[2:20] YouTube https://youtu.be/XMh09JEjU_I?t=133 || Helping an Online Education Business Scale
20 million dollars more over a million dollars per month per month. Okay. Okay. That makes makes me feel better. Okay. Because you're like we're the biggest in Ukraine. I'm like a million bucks a year. I don't think so. Um yes, maybe in crypto at, you know, maybe at 12 in Ukraine. I don't know. I don't I

[2:34] YouTube https://youtu.be/XMh09JEjU_I?t=147 || Helping an Online Education Business Scale
don't know what the proportional GDP is there and I know there's war and all sorts of stuff. So, I'm sure it's tough over there. Um okay. So, if the goal is to get bigger, um either I mean the simplest thing to do would just be to add an upsell to the existing UK Ukraine market. That would be the simplest thing

[2:48] YouTube https://youtu.be/XMh09JEjU_I?t=161 || Helping an Online Education Business Scale
to do. Highest likelihood impact. That would just make you more money. That's the that is for sure the easiest money button. If you wanted to expand frontends then um I think the idea of like trying to hit the people who are not on Google and meta is not the framework that I would use and the reason for that

[3:12] YouTube https://youtu.be/XMh09JEjU_I?t=185 || Helping an Online Education Business Scale
is one everyone's on it secondarily the people who aren't on it probably aren't buying crypto like if you're not on Google you're probably not buying crypto you're not on web two web three is going to be like what is going on and so I think that like the first thing I would do is probably add the ascension path. Um that

[3:30] YouTube https://youtu.be/XMh09JEjU_I?t=203 || Helping an Online Education Business Scale
would be like thing one. Um and then in terms of uh expanding into new markets, it was kind of what we talked about last night, which is I think that um the marketing that you're doing is just simply not resonating in these other markets because it's not your first language. And so marketing is so nuanced

[3:44] YouTube https://youtu.be/XMh09JEjU_I?t=217 || Helping an Online Education Business Scale
in terms of how copy's written, how like what analogies are persuasive, um what visuals resonate within a given a given audience that um that's in my opinion what the the highest likelihood gap is for why it's not converting in those new markets. Yes, I understood we do upselles, we have continuity, we have uh high ticket

[4:04] YouTube https://youtu.be/XMh09JEjU_I?t=237 || Helping an Online Education Business Scale
products inside and we I think do everything. uh and uh the main point is uh what um what the best practices in funnels uh can work with us. Um maybe I don't understand clearly about Google. Yeah, Google banned us every day and we can work with our crypto. We are not a crypto project. We are not some but but

[4:28] YouTube https://youtu.be/XMh09JEjU_I?t=261 || Helping an Online Education Business Scale
not well everything crypto related there's a lot of Yeah. Yeah. Yeah. Um, so I mean fundamentally the business as it is today is just going to be a cash business. It's not going to be something that has enterprise value. And so you're you're running a basic arbitrage business, which is just I buy media for a buck, I make $8 on gated

[4:50] YouTube https://youtu.be/XMh09JEjU_I?t=283 || Helping an Online Education Business Scale
media, and I just run that as much as I can. And so really the only the only way to grow that business is to just market more, spend more. That's it. And the only way that you can do that is that you continue to increase LTV. And so you're going to reach a natural cap based on the amount that you make per

[5:07] YouTube https://youtu.be/XMh09JEjU_I?t=300 || Helping an Online Education Business Scale
customer and the cost of eyeballs. And then over time that gap is going to shrink and your margins are going to compress. Which is why like right now you have when I remember I did company one company two yesterday. I walked across here and I said you're you're company one. You're a marketing machine

[5:23] YouTube https://youtu.be/XMh09JEjU_I?t=316 || Helping an Online Education Business Scale
and you're you know blowing tons of cash flow in the door and that's a good thing. Um I call this a smash and grab opportunity. It's unlikely that it becomes something that has like sustainable long-term enterprise value. When I say longterm, I mean like 10 years like you you can for sure run this for more years than now, but it's just

[5:39] YouTube https://youtu.be/XMh09JEjU_I?t=332 || Helping an Online Education Business Scale
going to be a more thing like how do we spend more money and how do we make better ads? But if you have converting language, if you like auto webinars or whatever is converting really well for you, then there's t lots of little things. So, which is probably out of the scope of what I could answer in a verbal

[5:54] YouTube https://youtu.be/XMh09JEjU_I?t=347 || Helping an Online Education Business Scale
Q&A, but it's like, have we split test the first 30 seconds of the VSSL with three or five, you know, three to five different hooks. Um, you know, on the ad side, like how many new pieces of creative are we putting out a day? Um, I don't know how many putting out, but like if you get up to it's basically

[6:08] YouTube https://youtu.be/XMh09JEjU_I?t=361 || Helping an Online Education Business Scale
about uh 50 50 pieces of creative per $10,000 per day. So, five pieces per thousand per day. Hundreds per month. Yeah. So, that would be from a creative perspective. So, it would really just be looking at every step of it and just looking against the checklist um and saying like like all we're going to be

[6:25] YouTube https://youtu.be/XMh09JEjU_I?t=378 || Helping an Online Education Business Scale
doing with that business is just improving it. Um there's not going to be a big order of magnitude change that's going to happen. It's just going to be a hundred small things. Uh because it's already profitable. You already have a client acquisition system. So, it's just like how do we go from 8:1 to 12 to one

[6:39] YouTube https://youtu.be/XMh09JEjU_I?t=392 || Helping an Online Education Business Scale
so that we can then double ad spend and be at 8:1 again but at twice the spend. And that's literally the process. You just do that over and over again. Got it. Thank you so much. Yeah, you bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the

[6:56] YouTube https://youtu.be/XMh09JEjU_I?t=409 || Helping an Online Education Business Scale
$100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing

[7:10] YouTube https://youtu.be/XMh09JEjU_I?t=423 || Helping an Online Education Business Scale
where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with,

[7:23] YouTube https://youtu.be/XMh09JEjU_I?t=436 || Helping an Online Education Business Scale
someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on

[7:37] YouTube https://youtu.be/XMh09JEjU_I?t=450 || Helping an Online Education Business Scale
the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a Life Coach Make Better Content
URL: https://youtu.be/XPxTUIALWTk
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/XPxTUIALWTk?t=0 || Helping a Life Coach Make Better Content
I sell life coaching certification training programs to people who want to become certified life coaches. All right. Mainly we try to target people in highpaying jobs that have the money to pay for our trainings. All right? Or they're running businesses that they're bored of and they're seeking more fulfillment or meaning and how to

[0:20] YouTube https://youtu.be/XPxTUIALWTk?t=13 || Helping a Life Coach Make Better Content
make money online being a life coach. I do 3 million in revenue a year. My next goal would be to get to 10 million and then eventually 50 and and then a billion and then a billion. And what is stopping me? What I wrote down was around content marketing. I don't know what my target audience should be and my content topics should

[0:46] YouTube https://youtu.be/XPxTUIALWTk?t=39 || Helping a Life Coach Make Better Content
be to grow my following the fastest on all social media platforms that that are the most qualified who want to become certified life coaches. Just for context before you answer is that I'm been stuck because I've been posting no relationship content for years now and I got my following to 250k followers on Instagram. But I just talk

[1:09] YouTube https://youtu.be/XPxTUIALWTk?t=62 || Helping a Life Coach Make Better Content
about relationships, good and bad things in relationships, red flags, green flags, and I get a whole bunch of men and women fighting in the comments. Amazing. And and none of them want to become certified life. Hopefully that explains. Yeah. So, this is like, so I baited the hook with the wrong bait.

[1:32] YouTube https://youtu.be/XPxTUIALWTk?t=85 || Helping a Life Coach Make Better Content
Uh, and it's working. Um, yeah. Yeah. So, I mean, the youth a bit of a you the nice thing is because the how the algorithm has changed. It's it's interest based media, not social media anymore. And so, it's it's in some ways it's simpler than it would have. If you had asked this question five years, it

[1:47] YouTube https://youtu.be/XPxTUIALWTk?t=100 || Helping a Life Coach Make Better Content
would have been harder to change. So, in some ways it's kind of like to your advantage that you've waited this long. Um because you could make a piece of content tomorrow about I was just say a guy hits a girl, but that's going to be totally right down your alley. um uh about business and if it's a really good

[2:04] YouTube https://youtu.be/XPxTUIALWTk?t=117 || Helping a Life Coach Make Better Content
piece of content, it'll get shown to people who are interested in business. And so if you want people interested in life coaching stuff, then I would be talking more about life coaching things, life coaching philosophies and life coaching frameworks, um getting life coaching customers, like all of those

[2:20] YouTube https://youtu.be/XPxTUIALWTk?t=133 || Helping a Life Coach Make Better Content
things, like the frameworks that you teach them inside of your training. Just make that your concept. Because I'm telling you right now, your fear like what if I give away my secrets? It will not matter. One, no one does anything anyways. And number two, even if they do and it works for them, guess what? They will want more.

[2:42] YouTube https://youtu.be/XPxTUIALWTk?t=155 || Helping a Life Coach Make Better Content
Yeah. So the thing is I talk a lot of my trainings around trauma, healing trauma and yeah, psychology. But when I start talking about that, I attract a lot of victims that just want to totally stay in that. So yeah. So I think you just tweak it so that your content doesn't sound like you're provictim,

[3:01] YouTube https://youtu.be/XPxTUIALWTk?t=174 || Helping a Life Coach Make Better Content
right? Like I think victims will be attracted to a provictim narrative. So like the good news is that literally like you just have to change what you're saying in your videos and you will attract different people. Right. Right. So if I talk about philosophies, the frameworks, how to get clients. I don't really like talking

[3:18] YouTube https://youtu.be/XPxTUIALWTk?t=191 || Helping a Life Coach Make Better Content
about business as such though in terms of this is how to get clients online and why sorry why I just find it mind like boring like I I value debt or like your content boring I know you hate my content your content is not boring it makes me money um you know if you do that for other people they will like it

[3:41] YouTube https://youtu.be/XPxTUIALWTk?t=214 || Helping a Life Coach Make Better Content
um you know but I if you start if I start telling you this is how to get clients on Facebook, Instagram, LinkedIn in uh you know this is how to find your ideal client. I just get really bored. Like I I hate talking about that. Like do you like your business? I love my business because someone will stand up. I do interventions like Tony

[4:00] YouTube https://youtu.be/XPxTUIALWTk?t=233 || Helping a Life Coach Make Better Content
Robin style. Someone will tell me problem their relationship and I'll help them with their life. But in terms of like making this is how to make money as a as a coach. I I get bored by that. That's my been my issue. Interesting. And so I can stand there. I have my So you sell something that Okay. Well, I'm not bored by what I sell

[4:19] YouTube https://youtu.be/XPxTUIALWTk?t=252 || Helping a Life Coach Make Better Content
because why don't you talk about what you sell? Sorry. Just talk about what you sell. The thing is if I if I talk about healing or transformation, I'm just being attracted victims. But maybe I could try to change the angle, I guess. I mean, I talk about death and I attract business owners, right? Everyone's like, I know every day.

[4:37] YouTube https://youtu.be/XPxTUIALWTk?t=270 || Helping a Life Coach Make Better Content
One more. Um, no. But I like I think you probably you're probably like 6 inches off. Like I don't think you need to like change your whole like your whole thing. It's probably just you're framing it. I I wish I could like pull up all your content and consume an hour of it right now. But um talk about it from their pers. Okay,

[4:57] YouTube https://youtu.be/XPxTUIALWTk?t=290 || Helping a Life Coach Make Better Content
here we go. So when you have your when you're giving when you're explaining how to deal with the traumas or the healing or whatever talk about you're like hey so when you have a client who re who comes with this just take that frame and then people who are like oh this is how I deal with clients like that how do I get clients

[5:15] YouTube https://youtu.be/XPxTUIALWTk?t=308 || Helping a Life Coach Make Better Content
like that and you're like does that make sense? Yeah. So literally just like a half step away like you've got the meat just package it. You have to put you just change the rapper. Okay. So, I'm framing the way of when you have a client who comes to you with these issues, issues that I help with, then

[5:35] YouTube https://youtu.be/XPxTUIALWTk?t=328 || Helping a Life Coach Make Better Content
Yeah. And we wouldn't start the videos that way. It'd be like, so she slapped her husband and I was like, "Oh my god, what's going on?" Okay, great. We have a good hook. It's like, so this was a client that we had and this is the situation, right? Like, you know what I'm saying? Like, just you still have to

[5:47] YouTube https://youtu.be/XPxTUIALWTk?t=340 || Helping a Life Coach Make Better Content
follow the laws of content. You still have to make it interesting. But then the frame is all about what somebody who's going to buy your thing would experience. Because right now you're marketing right now as though you are a life coach. Yeah. And so you're attracting life coach clients. And I'll bet you if you sold

[6:00] YouTube https://youtu.be/XPxTUIALWTk?t=353 || Helping a Life Coach Make Better Content
life coaching, which you probably get tons of inquiries for. Yeah, I do. Right. You're doing perfect job for marketing for customers, not for business owners. So just take a half step different frame of what do your customers how are they experiencing your content? You're teaching them how to deal with this type of customer. So just

[6:17] YouTube https://youtu.be/XPxTUIALWTk?t=370 || Helping a Life Coach Make Better Content
frame it that way. Ah, okay. Yeah. And the other part of this, I know you do the hotline where people ring up and tell you the business issues. Do you think it's a good idea for me to have people ring up and tell me their life problems that I'm just I think if you had life coaches ring you up and talk about their clients, you

[6:32] YouTube https://youtu.be/XPxTUIALWTk?t=385 || Helping a Life Coach Make Better Content
might have a better shot. Okay. Do you think that's a worthwhile idea? Yeah, why not? All right. Thank you. Yeah, you bet. I will say if you get big enough though, um a friend of mine had a a $50 million year business doing what you do and all of her stuff was uh life coaching related. But she was still like she

[6:56] YouTube https://youtu.be/XPxTUIALWTk?t=409 || Helping a Life Coach Make Better Content
talked about money though a lot in part of it's like part of life and so she was very open about talking about money as where a lot of problems come from. And so she would talk about her certification as part of you know her whole discussion. And so she had a two-tiered setup where she had life coaching clients. They changed their

[7:13] YouTube https://youtu.be/XPxTUIALWTk?t=426 || Helping a Life Coach Make Better Content
lives and they said, "Man, I'd love to do this for other people." And they gots and that was what she did to build. Yeah. Yeah. Got to 50 million a year. She's the biggest I know that runs trainings. Well, there's Tony. Yeah. Tony. Yeah. I got you. Don't worry. She had a two-tier model. But you don't sell life coaching.

[7:38] YouTube https://youtu.be/XPxTUIALWTk?t=451 || Helping a Life Coach Make Better Content
You only sell the So trying to Yeah. I think if you were just going to sells, I would do what I said. If you wanted to rejigger the whole business, that would be a consideration. If you were a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million

[7:56] YouTube https://youtu.be/XPxTUIALWTk?t=469 || Helping a Life Coach Make Better Content
scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business

[8:10] YouTube https://youtu.be/XPxTUIALWTk?t=483 || Helping a Life Coach Make Better Content
information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with

[8:24] YouTube https://youtu.be/XPxTUIALWTk?t=497 || Helping a Life Coach Make Better Content
it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just

[8:37] YouTube https://youtu.be/XPxTUIALWTk?t=510 || Helping a Life Coach Make Better Content
book a call with my team and we will look into the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.
