VIDEO
TITLE: KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
URL: https://youtu.be/XwZH-lOKG9c
PRIMARY_TOPIC: content
TOPICS: content, leads, ads, offers

[0:00] YouTube https://youtu.be/XwZH-lOKG9c?t=0 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
all right so quick one um i'll give you my very sexy headline how i turned 1036 dollars into 112 million 496 422 in revenue in over 44 months using four unique acquisition frameworks would you guys want to know what those are okay cool quick writer downer does everyone here own their own legion and you know how to generate your own leads everyone does no okay someone doesn't so

[0:25] YouTube https://youtu.be/XwZH-lOKG9c?t=18 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
i'm going to give you four steps really quickly before i even get into this presentation because this is i would say these are frameworks that you can immediately use and um with the presentation that was given just uh mr burton about how to capture leads and whatnot you're gonna need traffic right and so i'm gonna show you the things that we've used uh very very

[0:42] YouTube https://youtu.be/XwZH-lOKG9c?t=35 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
successfully to get more traffic but before you do that this is something that you can do in less than 15 minutes and pretty much solve your lead gen problem uh right now you can google number one you can put it to somebody in your company how to run a facebook lead ad probably seven minutes number two how to connect facebook lead ad to google

[1:01] YouTube https://youtu.be/XwZH-lOKG9c?t=54 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
sheets via zapier number three give away something free and then target the audience that you want if you don't know how to target the audience that you want take your existing customer list google how to set up a facebook lookalike audience and then run it to that audience that's it like yeah google number one

[1:23] YouTube https://youtu.be/XwZH-lOKG9c?t=76 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
how to run a facebook lead ad google number two how to connect facebook lead ads to google sheets with zapier z-a-p-i-e-r number three you're going to target your either local audience or whatever audience it is that you use if it's not local then you'll upload a customer list if you don't know how to do that that would be video number four which is how to create a

[1:46] YouTube https://youtu.be/XwZH-lOKG9c?t=99 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
look like audience on facebook and then number five give them something for free in exchange for their phone number that's it you can get leads you're welcome it'll take you 60 minutes and this by the way is what every third-party legion company is doing and they charge you five times more for that process they also pay

[2:06] YouTube https://youtu.be/XwZH-lOKG9c?t=119 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
someone and just from a belief standpoint every single i know all the guys in that space the guy's pushing the buttons they train in less than seven days with two hours of videos and they're paid under 15 bucks an hour this is not hard stuff people just don't know how to do it and now it's very easy and it's all on youtube cool because that's the

[2:24] YouTube https://youtu.be/XwZH-lOKG9c?t=137 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
that's like the really button clicky stuff i wasn't going to stand up here and be like all right connect here and i think that'd be a waste everyone's time so this is going to be the stuff that's going to make the return on that significantly higher is that cool all right awesome yeah 112 million that was cool all right so um

[2:42] YouTube https://youtu.be/XwZH-lOKG9c?t=155 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
using the four frameworks we're able to double down again and again so that literally was my bank account and over the next 44 months we're room will spend 3.1 million in advertising um which gives us a 36-1 lifetime return on advertising um so i don't know what your return on advertising are um but i'm told that's pretty good and so i'll just

[3:01] YouTube https://youtu.be/XwZH-lOKG9c?t=174 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
share stuff that worked well for us okay so that's me co-founder my beautiful wife who's up here being awesome and dealing with me but that was me when i started albert you and i have very similar stories slept on the floor i had no idea what i was doing went to a facebook marketing event literally the week before my gym opened and was like

[3:19] YouTube https://youtu.be/XwZH-lOKG9c?t=192 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
oh so this is how i'll get customers and i was able to actually fill my gym up using that stuff in 2013 and so i was able to scale from zero to six locations in under three years as a kid off cash flow which is pretty neat and then i sold all of those and uh lost everything and that's where my bank account was at the end because

[3:38] YouTube https://youtu.be/XwZH-lOKG9c?t=211 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
the guy that i got into business with was indicted for fraud um and so i had that entire process and then i had nothing again i screenshotted it because i was like i know i'm going to tell the story so um from there because i still was good at running gyms uh we started gym launch my wife and i we went from zero dollars when i took

[3:55] YouTube https://youtu.be/XwZH-lOKG9c?t=228 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
that picture to 2.4 million a month in 18 months we ran 74 net margins on that business very good business um prestige labs went from zero 1.7 in six months the reason i'm telling you the speed on these is because the acquisition stuff i'm gonna share with you all right allen which is went from zero to one point four in six months

[4:12] YouTube https://youtu.be/XwZH-lOKG9c?t=245 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
this is actually my most reconnected recent acquisition we went from 40k to 700 000 a month in 10 months um and so just so you have an idea in terms of different spaces that's b2b licensing this is ecommerce direct to direct to consumer this is agency software um and then this one is a brick and mortar chain of childhood

[4:29] YouTube https://youtu.be/XwZH-lOKG9c?t=262 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
magical experiences the thing is you should see the numbers behind this thing anyhoo so this is what we do now take interest in seven eight multi figure businesses and grow the eggs in three to five years that's what we do the reason that uh this presentation is so cool for me is that i don't usually get to talk about this stuff so i'm pumped about it but what was really cool was during that process we've made over a thousand

[4:48] YouTube https://youtu.be/XwZH-lOKG9c?t=281 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
success stories like a lot like a lot of success stories um using the framework i'm gonna show you create 71 millionaires and counting so very happy about that and so i just want to take you through this the frameworks that we use to scale our companies and this is what we do when we're scaling companies it's the same checklist every time this is what i look at

[5:06] YouTube https://youtu.be/XwZH-lOKG9c?t=299 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
so this should be right for everyone who's either under 100 dollars a month this should help you establish your first reliable acquisition channel what i said in the very beginning that's the tactics google those five videos you'll have lead gen that's that all right but i'll show you how to do it and make way more money from it the second is if

[5:21] YouTube https://youtu.be/XwZH-lOKG9c?t=314 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you're over a hundred thousand dollars a month how to get your next acquisition channel profitable so you can get your current acquisition to your next acquisition brian asked me to give you some really tactical they can use uh so the four frameworks uh my goal is not to break beliefs or tell stories or motivate anyone i'm going to say the stuff that's like working right now so uh mental rewind was totally a business

[5:40] YouTube https://youtu.be/XwZH-lOKG9c?t=333 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
game of golden bbs and not silver bullets so today my goal is to give you as many golden bbs as possible very candidly there's going to be a lot of things you're going to think about this like a checklist all right you're going to have a hole here there's a pocket of money here a pocket of money here and i just want you to scoop up as many of the ones that make sense to you some of them you already have some of you maybe not

[5:56] YouTube https://youtu.be/XwZH-lOKG9c?t=349 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
but you'll have by the end of the presentation i guarantee you'll have a lot of ways to make more so quick groundwork this is the first thing we do so only two ways to grow a business that is it i start from the top and then we'll break it down from there all right number one is you get more customers seems obvious right this is where everyone looks number two make customers

[6:14] YouTube https://youtu.be/XwZH-lOKG9c?t=367 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
worth more there's no other way that's it get more make them worth more and sometimes simplicity is the ultimate in elegance i think coco chanel said that or aristotle either way it's so cool but since everyone here probably is trying to grow your business that's all we're going to be talking about so four frameworks one

[6:30] YouTube https://youtu.be/XwZH-lOKG9c?t=383 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
get more customers two make more money framework number one the math which is going to be how to acquire customers as a profit who here has a marketing budget you have a marketing budget i will show you how to get rid of that shouldn't have one because if you can spend to acquire customers at a profit as in they are net cash flow positive it means i make money before i even have my credit

[6:48] YouTube https://youtu.be/XwZH-lOKG9c?t=401 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
card due which means it eliminates a acquisition as a bottleneck in your business and b if you don't have capital like you saw my bank account at the beginning of this thing you can compete against anyone still if you have the skill like this is real like you can still crush it right now against people who have way more money because they don't know the game right the game that's happening under

[7:07] YouTube https://youtu.be/XwZH-lOKG9c?t=420 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
everyone's nose so that's the math all right we call that customer client finance acquisition number two is the offer so how to get complete strangers to raise their hands and make offers so good they'd feel stupid saying no all right so i'll show you how like kind of how i said that little ad that's going to break down what we do there number three is of the traffic so once you have

[7:25] YouTube https://youtu.be/XwZH-lOKG9c?t=438 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
those two things in place you know what math you need to hit you know what you're going to give them then we got to go find traffic all right so i'll give you the six traffic sources that exist right now that everyone has access to and my hope is that you'll probably find two or three traffic sources that are in front of you i've got a special page for brad in there so you can look out for that your team can look out for that

[7:41] YouTube https://youtu.be/XwZH-lOKG9c?t=454 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
sorry i'm gonna give you guys homework and then the fourth one is the money right so the whole point here is to make money and i'll show you exactly how we maximize back back end ltv which informs the front end which is why ultimately it's much more of a circle than it is steps so that makes sense we have the math we make our offer go to the traffic we make money which

[8:00] YouTube https://youtu.be/XwZH-lOKG9c?t=473 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
means we update our math and around and around we go all right that's the game plan cool yeah all right rock and roll so if you like childhood pictures this is what i like to draw so you see a lot of doodles in this presentation this is the simple way of seeing it so you got math traffic offer update and then you got the money that you're reeling it in

[8:17] YouTube https://youtu.be/XwZH-lOKG9c?t=490 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
okay quite literally so we're going to start with the math there we go client finance acquisition how to require customers out of profit this is the entire process mapped out don't worry you'll i'll break down each of these steps but this is what it is all right so this is i'm going to show you how to make money with no money

[8:35] YouTube https://youtu.be/XwZH-lOKG9c?t=508 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
which means if you have money you'll be able to do far better than this this is how you do it if you have zero dollars in your bank account right now so if you have less money than your competition or feel like you need to spend or you're spending too much to require customers this is for you this is how you do it so quick definitions real quick cost you require a customer because sometimes i say these quickly and i forget who i'm

[8:51] YouTube https://youtu.be/XwZH-lOKG9c?t=524 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
talking to so cost required customer i say cac all right all costs um required to acquire a new customer advertising payroll media buyer creative team software all that stuff is cost required customer number two cost of goods sold direct cost of fulfillment gross profits the amount of money that is left over after the direct cost of fulfilling so

[9:10] YouTube https://youtu.be/XwZH-lOKG9c?t=543 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
if you had one more customer how much action would you have to pay to fulfill that everything after that is the juice right gross profit payback period the time of period it takes the business to receive the gross profit necessary that it cost them to acquire the customer back right you put a dollar in you get a

[9:23] YouTube https://youtu.be/XwZH-lOKG9c?t=556 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
customer you know tomorrow and then it takes you two months for before you get that cash back in your wallet to spend again all right those are cash conversion cycles i'm going to show you how we do this quickly the more you can condense the cash conversion cycle the faster you can grow all right especially

[9:35] YouTube https://youtu.be/XwZH-lOKG9c?t=568 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
if you don't have funding which i've never had all right and then 30-day cash is something that that's not that i invented it's just something that we track which is the amount of gross profit that i can extract from a new customer in the first 30 days the reason i track this so vehemently is that like many business owners here everyone has access to one thing which

[9:52] YouTube https://youtu.be/XwZH-lOKG9c?t=585 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
is a credit card and so i basically know that i i have 30 days against the clock that i can spend whatever i want and as long as i have it back plus some in 30 days i never have to use my own money to grow so i have all the financing i need and i can grow for free and essentially get my customers to pay for the growth of my business okay so

[10:11] YouTube https://youtu.be/XwZH-lOKG9c?t=604 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
doesn't worry this is the only math equation the entire thing this equation is what has created everything in my life your 30-day cash so this is the plain english of this i have to generate more cash in the first 30 days of running an advertisement than it costs me to acquire two customers and the cost to fulfill both of them cost of acquiring customer and the cost of

[10:29] YouTube https://youtu.be/XwZH-lOKG9c?t=622 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
fulfilling them times two if i can make more than that in the first 30 days off of one customer i can grow unlimited that's how we went from zero to two million zero to two million zero to whatever in six months eight months ten months because it really becomes operational drag not about the acquisition so um and it's a

[10:46] YouTube https://youtu.be/XwZH-lOKG9c?t=639 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
positive cash flow so that entire process while you're growing we're taking cash out every single month while we're growing it's cool cool to experience um and so this allows all of us smaller players who are not bc backed to outspend everyone okay so this is a quick walkthrough i'm drilling this one in because it's really important to understand this concept works so you borrow a hundred dollars from a credit

[11:04] YouTube https://youtu.be/XwZH-lOKG9c?t=657 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
card to a park two customers at fifty dollars each this is a hypothetical two of those customers each spend three hundred dollars with you so you make six hundred bucks now you're up but you still have to fill the customer so cost you fifty dollars each 100 total at the end you have four hundred dollars plus you have two new customers and you can

[11:21] YouTube https://youtu.be/XwZH-lOKG9c?t=674 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
continue to sell those and you have 400 in your bank account what this looks like visually this is how you generate buckets of cash yes all right this is what it looks like visually i'm a big visual guy so zero debt zero money zero customers day zero all right from there we take our little debt there we go 100 and we spend 100 bucks in ads we do

[11:41] YouTube https://youtu.be/XwZH-lOKG9c?t=694 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
exactly what i said in the beginning you're going to get your you're going to run your little ads and you're going to get your opt-ins there we go so they're going to run the ads in front of eyeballs eyeballs are going to get clicks which burton's going to track for us right we're going to get opt-ins we're going to schedule them we're going to they're going show and then we're gonna get sales and there's two of those people so it's visually

[11:58] YouTube https://youtu.be/XwZH-lOKG9c?t=711 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
what i just said i'm just depicting it for you all right and now we have to fill fulfill those people so 600 goes to 500 500 goes to 400 400 goes to my bank account and after the dust settles this is what happens good suspense though right when the dust settles there i am debt free i have 400 in cash and i have two customers that i can now sell whatever the i want for frey

[12:23] YouTube https://youtu.be/XwZH-lOKG9c?t=736 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
that's the game you can add zero subtract zeros but this is what we're doing all right so you have to understand the math before we get into the stuff this is when i doubled down so then you double it down again you do the whole process boom 800 400 goes to fulfillment it's literally just going black on vegas in vegas again and then that was our first round and our second

[12:40] YouTube https://youtu.be/XwZH-lOKG9c?t=753 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
round we doubled the amount of customers the third round we quadruple the amount of customers and a round and round we go if you can execute client finance acquisition until your operations break this will therefore eliminate the need for capital to constrain on your growth i think this is a big deal just like cool i just want to make sure

[12:56] YouTube https://youtu.be/XwZH-lOKG9c?t=769 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
i'm like tracking them okay cool so that's number one the math how to acquire customers as a profit client finance acquisition and there's my little arrow and my check mark it's been a long time making here the check marks work okay the offer how to make offer so good people feel stupid saying no that's the little wormy guy right here got to get

[13:13] YouTube https://youtu.be/XwZH-lOKG9c?t=786 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
the fishies to bite great slime offers how to make off so good people stupid saying no so the problem so right now the first one i said is right now if you spend too much money to our customers or you have a marketing budget or any of those types of things that's your problem if you don't have that problem

[13:25] YouTube https://youtu.be/XwZH-lOKG9c?t=798 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
this might be your problem if your ads aren't converting well all right clicks versus opt-ins like you're like i feel like we're spending but we're not getting right or your sales team has trouble scaling like it's hard to ramp up new guys um they're having trouble closing all that kind of stuff obviously the sales part you've already got covered but a lot of times it's the offer so i just actually

[13:43] YouTube https://youtu.be/XwZH-lOKG9c?t=816 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
had a consulting day yesterday we rewrote the entire offer and i'll give you a couple cool examples that i've done with the companies that i've worked with so to catch fish you need bait for an offer the starting point of any conversation to initiate a transaction with a customer what you are literally

[13:55] YouTube https://youtu.be/XwZH-lOKG9c?t=828 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
providing to them in exchange for their money usually with marketing campaigns it's going to be the number one driver of success what does it do if you do this properly it'll allow you to sell in a vacuum so you don't have price shopping or any of that stuff all right it creates a category of when it forces

[14:07] YouTube https://youtu.be/XwZH-lOKG9c?t=840 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
customers to make a values-based decision instead of a price-based decision lately and i sell days of our time for a hundred grand and like that doesn't make any sense because there's plenty of marketing firms who do a full day for free or a thousand dollars but because it's incomparable they'll do that all right people will pay it so the goal is to decommoditize the offer

[14:30] YouTube https://youtu.be/XwZH-lOKG9c?t=863 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
and if we do this properly we'll increase our click-through rates our ctrs which means of the eyeballs that see it more people to say decide to take one step towards us of the people who take a step towards us more of them think it's interesting and decide to opt in and then not only that once they're on

[14:45] YouTube https://youtu.be/XwZH-lOKG9c?t=878 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
the phone with us because the offer is so compelling more of them say yes and so this is a multiplicative effect and so the translation is more leads more sales higher prices so here's uh two real life examples so when i had my my little gym i struggled to sell a 99 a month boot camp like i could not i couldn't even close

[15:02] YouTube https://youtu.be/XwZH-lOKG9c?t=895 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
people on a free trial it was sad i switched from a 99 a month boot camp to a free six-week challenge and the way that we structured the offer was people would come in they would put 600 down they lost 20 pounds i'd give them the money back but 48 hours after they bought we sell them 300 supplements 21 days after that we'd

[15:24] YouTube https://youtu.be/XwZH-lOKG9c?t=917 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
say hey you want to just win the challenge right now and stay on as a member we'll give you the 600 back as credit towards a membership you want to do that we close 70 to 80 of people on that and so if you follow the money it was just 600 300 12 year 12 month contract my cost of acquisition dropped by

[15:42] YouTube https://youtu.be/XwZH-lOKG9c?t=935 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
a tenth and um we would get 30 to one up front before our membership dues so the reason i was able to open six gyms in three years as a 23-year-old who didn't know about was because i was making so much money in the first 30 days i could open a gym sign a lease and have it completely full on someone else's money before the first client showed up and i had all the payroll staffed and paid for for the next six

[16:05] YouTube https://youtu.be/XwZH-lOKG9c?t=958 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
weeks before the eft kicked in eft is the recurring revenue all right and so it was simply by changing the offer i was i was still using the same platforms i was still the same salesman right but it was changing the offer so many more people clicked so many people more people bought we had so much more cash flow up front and i'll give you seven cool upfront offers

[16:23] YouTube https://youtu.be/XwZH-lOKG9c?t=976 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
that you guys can take home with you here's a different example b2b agency all right so a lot of agencies that are in the lead gen world for small businesses charge like 1500 bucks a month we switch that for the agencies that use our software to pay me once and then only pay me after that if someone shows up we'll

[16:39] YouTube https://youtu.be/XwZH-lOKG9c?t=992 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
generate the lead we'll work the lead will do everything if they show up to the appointment then you pay us how do you not like that right we went from the average agency getting half to one returns on their advertising to getting 11 to 1 returns before their retainer before before they got all the recurring revenue on the back end which means that they would make 11 to 1 in that 30-day

[16:59] YouTube https://youtu.be/XwZH-lOKG9c?t=1012 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
cycle they could keep pouring cash in until their constraints were operational and not acquisition based all right so this is these are the actual numbers of this example because i thought this would be relevant for you so if they're spending ten thousand dollars a month this is before and after the same amount of impressions the response rate is what went through the

[17:17] YouTube https://youtu.be/XwZH-lOKG9c?t=1030 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
roof it was two and a half times higher percentage of people who responded all right after that you had a higher result of people who are booking there we go look at the difference in appointments same same advertising spend same show rates closing percentage 2.3x because the offer was better so we already have a 2.5 and a 2.3 on this thing let's see how far we can go and the price we quadrupled the price

[17:41] YouTube https://youtu.be/XwZH-lOKG9c?t=1054 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
we're from a thousand down then 1500 a month to pay me 4 000 today and that's it you never have to pay me again unless someone shows up but that basically just means we got the first three months up front and then we still got paid two days later when the first person showed up and so the difference was

[17:54] YouTube https://youtu.be/XwZH-lOKG9c?t=1067 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
making five thousand dollars up front off your ten thousand dollars announcement to a hundred and twelve thousand dollars up front up front an 11 to 11.2 to one return before the back end kicked in is that like is everyone getting this like this stuff happens now okay so you might think that's so neat but

[18:13] YouTube https://youtu.be/XwZH-lOKG9c?t=1086 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
how excellent question so when we're looking at offers there's seven things that i'm looking at so how can i how can i improve this offer so whatever it is if you're the business owners which is why i asked you to raise your hand you have control over this the first thing is what is the promotion it's either going to be free discount or premium all right basically if it's not a free or

[18:30] YouTube https://youtu.be/XwZH-lOKG9c?t=1103 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
discount it's premium the second is the core offer which is the main thing it's the steak not the sizzle and i'll get to that i'll explain the difference in a second the bonuses these are the things that are provided in addition to the main thing dude scarcity we have x left and i'll show you how to do these even if you don't have x left and do it morally and ethically all right urgency i'll show

[18:48] YouTube https://youtu.be/XwZH-lOKG9c?t=1121 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you how to configure the offer so it feels like it ends tomorrow even though it may not necessarily end tomorrow but it does in the way that you can position i'll explain how all right guarantee i'll show you how to stack guarantees like if anyone have a guarantee i'll show you how to have multiple guarantees everyone's stack guarantees before very interesting i'll

[19:04] YouTube https://youtu.be/XwZH-lOKG9c?t=1137 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
show you how all right and then seven is the magic naming formula so one of the cool things about this is that if you run this play over time it gets tired like the marketplace has seen it before and so i'll show you how to reskin the same thing over and over and over again that's what allows you to get evergreen lead generation so free so quick point on this if i'm starting with a new

[19:25] YouTube https://youtu.be/XwZH-lOKG9c?t=1158 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
business i pretty much always start with something free and i do that because the first thing i'm going to do is always create flaw i create flow then i monetize the flow and then i add friction so if you're like man i'm so worried about being overwhelmed with leads i'm like well you all right so so the point is is that typically free

[19:43] YouTube https://youtu.be/XwZH-lOKG9c?t=1176 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
offers will convert it five to ten times any other type of offer all right so i'll always start here and then try and use my brain to figure out how can i turn something that's free into something i can get paid for i'm going to give you seven offer structures to show you how to do that there's 19 in total you get the rest of my my book for 10

[20:01] YouTube https://youtu.be/XwZH-lOKG9c?t=1194 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
and this is where i start every business all right so that's free second is discounts one thing that's important to look at with discounts is that there's four different ways of displaying them all right so if you have a discount offer right now that's tired you can redisplay the same thing in different ways so you could say it's x percentage off you could also flip it and say what

[20:17] YouTube https://youtu.be/XwZH-lOKG9c?t=1210 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
the absolute amount is off you can say the relative amount so it could be like it's enough to save your entire your entire month's mortgage if yours b to b or b to c um or or it's enough to get a steak dinner once a week in savings right so it's how to display the same thing in different ways right and then the final way is doing is just saying what the price is now versus what it was before

[20:36] YouTube https://youtu.be/XwZH-lOKG9c?t=1229 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
all right so it's four different ways you can display a discount and that's what will keep your promotion fresh and then obviously finally is the premium offer um this is you know what i call straight for the jugular this is when you're selling your hundred thousand dollar day um what's interesting about when you do premium offers most of the time you just need to charge way more than you think you should and then these the economics

[20:55] YouTube https://youtu.be/XwZH-lOKG9c?t=1248 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
behind this can get really wild because in terms of return on ad spend if i'm selling 100 000 500 000 million dollar things the other people i'm competing against usually aren't selling anything close to those types of prices and so that's how we can get 30 to 150 to 1 returns on advertising on a regular basis because if you looked at 36 to 1 that means half

[21:14] YouTube https://youtu.be/XwZH-lOKG9c?t=1267 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
of my advertising has gotten me more than 36 to one return wild right and so it's because we we use premium offers but we layer them after so bring them in free and then we'll upsell them through premium stuff so that's number one number two is the main thing all right the stake most of times when someone is is is working on an offer of some type

[21:34] YouTube https://youtu.be/XwZH-lOKG9c?t=1287 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
they've got some sort of service it's really boring and it's not very uh attractive right and so there are four variables to value that we've broken down after looking at this at a lot of times and look at a lot of offers the first is the dream outcome all right so everything on the top side of this equation is stuff that people value they want more of this this is great we try

[21:51] YouTube https://youtu.be/XwZH-lOKG9c?t=1304 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
and increase this the bottom side of the equation is stuff that detracts from the experience that makes them less likely to want to buy all right so the time delay effort and sacrifice all right as i've studied as a quick aside as i've studied bigger more successful businesses i noticed that in my beginner days i focused a lot more here on promising

[22:10] YouTube https://youtu.be/XwZH-lOKG9c?t=1323 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
more trying to paint this beautiful vision of the future when i look at netflix and amazon and these guys who are trying to make seamless experiences so that thoughts can become you know drones delivering packages that are door is they're trying to eliminate as much effort sacrifice and time as possible for their customers and that is how they're increasing value and so as

[22:28] YouTube https://youtu.be/XwZH-lOKG9c?t=1341 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
we've shifted our businesses we focus a lot more on this now than we did here but just something to consider all right i'll give you an example of each one if i'm trying to get brad to give me money i'm probably going to say hey brad let me show you how to do this marketing stuff for lightspeed rather

[22:44] YouTube https://youtu.be/XwZH-lOKG9c?t=1357 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
than hey i'm going to get you a six-pack why because for him he values that more and so whatever the thing is that you're selling the audience now for a woman it might be different right but for the avatar painting the dream outcome will increase the value right making sure that that once like it's to compare two different offers right b to b versus b

[23:01] YouTube https://youtu.be/XwZH-lOKG9c?t=1374 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
to c once if you're comparing two things in the exact same market that are savings that are satisfying the same need i'll just use weight loss as an example because everyone understands that one then then you kind of move on to the next step in the equation the next is perceived likelihood of achievement so if i have somebody who's a plastic surgeon and they say they can do a tummy

[23:18] YouTube https://youtu.be/XwZH-lOKG9c?t=1391 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
tuck and this guy's done this is his first surgery he's ever done you got another guy who's done ten thousand surgeries are you willing to pay more for the guy who's done ten thousand surgeries same surgery it'll actually probably take the guy to ten thousand even less time too because we value the perceived likelihood of achieving our goal

[23:34] YouTube https://youtu.be/XwZH-lOKG9c?t=1407 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
right certainty and decreasing risk is something that we value so if you can think about ways that you can decrease the perceived risk in the customer's minds and i'll show you more tactics about that later but if this is where the social proof this is where the testimonials wall this is where the video the video that you have them watch watching the lobby of the of the lady whose life got changed all of that stuff

[23:52] YouTube https://youtu.be/XwZH-lOKG9c?t=1425 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
will literally increase the value of what you were selling without having to do anything to it it's simply the perception of the value now that's the top side of the equation that's kind of the easy part i'll make you a lot of money and uh here's all these people that made money too right the bottom side is where it gets interesting so time to life there's two components of time delay to increase the value of

[24:09] YouTube https://youtu.be/XwZH-lOKG9c?t=1442 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
the product that you're selling one is the immediate first first outcome so for example um if a girl comes to work out at the gym oh he's weight loss right and she feels better the first day she has she has an immediate value receipt of value right she doesn't look better but she feels better right and so you want to have some sort of first win

[24:29] YouTube https://youtu.be/XwZH-lOKG9c?t=1462 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
early but the second piece is how long is it going to really take so and so to hit their goal right if it's going to take them a year if i can get if i can if i can shrink the time horizon then i will increase the value of the product from selling one of the easiest and best ways to make a product more valuable is look at what everyone else can do in a

[24:45] YouTube https://youtu.be/XwZH-lOKG9c?t=1478 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
time period and cut it in half and then deliver that it's the easiest thing in the world to sell speed people love speed all right and so if we can shrink the time delay between when they buy and when they get our product becomes more valuable the next one is effort and sacrifice so if i'm if i'm trying to sell suzy q

[25:04] YouTube https://youtu.be/XwZH-lOKG9c?t=1497 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
on losing weight and i say you've got two options here right option one is you can give up everything you love you can wake up at four o'clock the morning every day you can be sore as hell you have to eat separately from your family uh you know what i mean all the you know you got to have people laugh at you you got a brisk injury all of that stuff you

[25:20] YouTube https://youtu.be/XwZH-lOKG9c?t=1513 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
know by the way it's going to take 12 months maybe right for you to get to where you want to go right or you can just breathe in some gas and wake up skinny which one is she going to pick right reality is that's why the same outcome is 50 000 for one and you got to arm wrestle someone for an hour to get closing for a thousand dollar deal for training or gym membership right

[25:43] YouTube https://youtu.be/XwZH-lOKG9c?t=1536 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
it's because the same dream outcome has she knows she's probably not going to show up to the gym so her perceived likelihood of achievement's low she knows it's going to take her forever she's got to give up everything she loves right and she's gonna also have to it's like the only thing she's gonna enjoy is the fact that she feels better and that's it and so if you can look at these four variables within the context

[26:02] YouTube https://youtu.be/XwZH-lOKG9c?t=1555 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
of what you are selling you can manipulate these to make the core thing more valuable simply by changing their perception around it so that's the main thing that's the stake right that's the main step that we're offering so first is we're going to try and figure out if we can do some sort of free or discount

[26:15] YouTube https://youtu.be/XwZH-lOKG9c?t=1568 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
version the second is we look at the main thing to see if there's ways that we can make the thing more valuable third now notice when you have free or discount you can give away bonuses as part of the free thing and then upsell the core thing right which i'll get to in a minute but the bonuses are things that we've provided in addition to the main thing

[26:32] YouTube https://youtu.be/XwZH-lOKG9c?t=1585 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
all right so for example when i used to sell those boot camps i was talking about earlier i was selling 99 month boot camp i was throwing everything i possibly could i was like i'll do your food i'll give you massages i'll drive you home like whatever you want please sign up right what's interesting is that if i just say

[26:50] YouTube https://youtu.be/XwZH-lOKG9c?t=1603 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
hey you get the workouts but if you sign up today i'll also give you food preparation instructions and eating out guide you know grocery list i'll give you uh how to you know how to eat on the weekends how to drink alcohol and stay skinny like all of these extra bonuses but only if you sign up today all of a

[27:06] YouTube https://youtu.be/XwZH-lOKG9c?t=1619 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
sudden my core offering which is literally the same thing i was doing before is perceived as more valuable and this is what it looks like visually because you make the ask after the core offer right if you're selling and then if they say no or they say need to think about whatever right that's when you start stacking because when

[27:23] YouTube https://youtu.be/XwZH-lOKG9c?t=1636 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
someone sits down like the whole time the first thing you present after you've been selling this whole period of time that's what they anchor with so just like there's a price anchor there's a product thinker and so they think in their mind this is what he's been trying to sell me this whole time and so they're going to anchor okay well

[27:39] YouTube https://youtu.be/XwZH-lOKG9c?t=1652 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
i tried to compare this price to this product but then what i do is you stack and stack and stack and stack and stack and stack and then all of a sudden the product the bonuses seem like such a steal compared to the thing that i originally mentioned that it's like why be a idiot to not say yes today so when you can stack this stuff it also

[27:57] YouTube https://youtu.be/XwZH-lOKG9c?t=1670 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
gives you a really nice way to get around the whole discount thing so rather than rather than be like well let me talk to my manager and get you 10 off it's like well how about we throw this instead let me throw you this instead let me throw you this instead on top right and so that way it gives the

[28:10] YouTube https://youtu.be/XwZH-lOKG9c?t=1683 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
sales guys like our guys have a huge vault of private client private access client materials that they can use to close deals and they have street value because they're listed right some extent so you can literally make products put them on your site you might sell it might not doesn't matter the point is that they're perceived as valuable and then you can

[28:28] YouTube https://youtu.be/XwZH-lOKG9c?t=1701 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
sell something for two thousand dollars and give them fifteen thousand dollars of prizes whatever upsell the bonuses i have more bonuses there are always more bonuses i have lots of bonuses okay so that's the sizzle right so the steak and then that's the sizzle so if i'm looking at a business the first thing i'm looking at the promotion

[28:44] YouTube https://youtu.be/XwZH-lOKG9c?t=1717 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
the next thing is i'm gonna see how i can adjust the stake and make it more valuable see if i can change and alter services around that would cut the time in half decrease the effort that they have to put in increase the likelihood that they think they're gonna achieve it and then right when they're about to

[28:56] YouTube https://youtu.be/XwZH-lOKG9c?t=1729 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
make a decision i say oh by the way that's just this big let me tell you about all this other that we're going to do for you and they're like holy crap i'm definitely going to sign up oh by the way i only have two spots left and i have 16 more appointments this week so what do you want to do right and so then we have scarcity all right so there's three ways that i've seen how to do scarcity

[29:14] YouTube https://youtu.be/XwZH-lOKG9c?t=1747 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
ethically all right one is if you actually have a limited supply that's awesome right but one of the things you can do is you can have a limited supply of bonuses so you don't have to say you have a limited supply of the core thing i could have limited supply of the bonuses that i'm giving in and i can

[29:27] YouTube https://youtu.be/XwZH-lOKG9c?t=1760 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
re-wrap the bonuses in different ways re-skin them put on a new headline or whatever to change make the same thing different which i'll show you is the seventh step of this thing is re-skinning them so that i can pretty much always have limited bonuses that i can always provide scarcity with does that make sense yes okay so those are the scarcity pieces all right

[29:45] YouTube https://youtu.be/XwZH-lOKG9c?t=1778 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
urgency this one is probably the one i use more than scarcity to be candid with you all right because i think it's easier to run on a regular basis so just a quick side note the difference between scarcity and urgency is scarcity as a function of units units or quantity urgency is a function of time people want to kind of lop them in

[30:01] YouTube https://youtu.be/XwZH-lOKG9c?t=1794 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
together they're different all right so the first one and this is probably the one that i use the most all right is cohort based urgency so it's like hey we've got a new group of clients starting on monday you're not going to miss out we've got a bunch of awesome killers in that group right it's it's thursday right and they're like oh well i don't want to miss that group like yeah you should do

[30:21] YouTube https://youtu.be/XwZH-lOKG9c?t=1814 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
it the guys are awesome just get started it just gives you this little nudge now when she signs up if she says no and comes back on monday i'm like you should see the nest group it's good that you missed this room because the next one's even better and it starts on monday right and so you always have this rolling cohort that can happen which you're probably already doing you're just not selling it the next kind of

[30:39] YouTube https://youtu.be/XwZH-lOKG9c?t=1832 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
urgency is uh it's name based urgency so this is where you can reskin the same offer and say hey um this this promotion like you should enter promotions every month and just reskin them and then start it so that you just have this false urgency it's not false it's real urgency but it's saying the new year thing ends in our brazilian special foreclosure school ends january 31st well guess what we've

[31:00] YouTube https://youtu.be/XwZH-lOKG9c?t=1853 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
got closers for lovers opening in february which then closes february 28th and so it's the same program it's just the promotion is different and the promotion can still even be the same price points you just name it different but that promotion is technically over right so you can happily get around um and use urgency and scarcity to your to your advantage

[31:19] YouTube https://youtu.be/XwZH-lOKG9c?t=1872 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
the promotion of pricing and the bonuses themselves each of those to be exploding which leads me to the exploding piece which is the next one this is if there is a way right now where anything in your marketplace is sh is changing it's shifting um this this sounds like crazy if you can get like if you're for example if i was saying you know what it's not about newsfeed ads anymore it's all about inbox leads right because dms on social

[31:45] YouTube https://youtu.be/XwZH-lOKG9c?t=1898 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
media you're getting direct to the decision makers and the software that we have does it for eight dollars and 33 cents a day and delivers 13 to 15 fresh leads in your inbox as anybody who responds back right but the thing is a lot of people can get in on this soon so you're going to want to sign up now so you can get a disproportionate amount of the gains right so this exploding

[32:01] YouTube https://youtu.be/XwZH-lOKG9c?t=1914 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
opportunity is arbitrage so if you can think of ways that you have your own product and make it into an exploding opportunity it'll create more urgency to take action uh number six this is really cool so most people either don't do guarantees or just do one and they really lame boring guarantee but most

[32:17] YouTube https://youtu.be/XwZH-lOKG9c?t=1930 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
people don't do two all right so i'll show you how this works so i got this closed from jason flatland and it's one of my favorite closes of all time and so when he's closing someone if he has her hat ever has a 30-day satisfaction guarantee love her to leave it whatever you want to say you say hey i'm not asking to say yes or no today

[32:35] YouTube https://youtu.be/XwZH-lOKG9c?t=1948 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
i'm just asking you to make an informed decision which you can only do on the inside of the program which basically gets them to delay the decision by buying it's awesome and so if you ever have stuff like every single person if you have a 30-day lover to leave a guarantee you can basically get people to you can make them feel safe get them to say no hey would you be

[32:54] YouTube https://youtu.be/XwZH-lOKG9c?t=1967 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
opposed to moving forward today i wouldn't be opposed to moving forward today cool because i'm not asking to make a decision right now i'm just saying i just want you to make an informed decision which only do once you start with us right and we can only make this kind of guarantee because we know we're so good at what we do and we know

[33:06] YouTube https://youtu.be/XwZH-lOKG9c?t=1979 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
people would say otherwise we wouldn't be in business right right okay cool so let's get started so that guarantee is awesome and so if you can do an under conditional guarantee i would highly highly recommend it here's what's cool you can have an unconditional guarantee that's based on one timeline and then you can have a conditional

[33:23] YouTube https://youtu.be/XwZH-lOKG9c?t=1996 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
guarantee that's based on another timeline so it's like not only that and this is the one that you make crazy all right so this is when you say hey not only that if you don't make 10 grand using my software in the first 30 day in the first 60 days i'll give you 10 grand because that's how i know it how good it

[33:39] YouTube https://youtu.be/XwZH-lOKG9c?t=2012 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
is but you got to show up to every one of the calls that we have you got to make sure all your payments are on time you've got to xyz the things that are your activation points for your service or product the things that you know will make someone actually successful and then you just bake those right into your conditional guarantee and so they're like wait so if i love her to leave it

[33:57] YouTube https://youtu.be/XwZH-lOKG9c?t=2030 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
and you're telling me that 60 days from now like if i don't achieve this crazy result if i do these three things then like that's all you need me to do to buy and there's only two spots left and so when we stack these things you can massively increase the closing percentages for the team and make the offer more compelling from a marketing

[34:14] YouTube https://youtu.be/XwZH-lOKG9c?t=2047 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
perspective last one okay magic naming formula so how to name how to use the same offer and rename it reskin it over and over again this is especially important if you if you're in local markets so uh i'll give you i'll give you an interesting one so let's say you've got this this big bundle i was talking about the 360 challenge i told you about earlier right so let's say that that's

[34:33] YouTube https://youtu.be/XwZH-lOKG9c?t=2066 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
our that's our original bundle it's fitness and nutrition stuff right then we call it the fall six week challenge then we call it our spring 28 day blueprint then we call it our halloween 42 day detox same exact thing it just keeps it fresh and so that way we don't have to change the operational structure of the business but we can constantly keep the marketing fresh

[34:57] YouTube https://youtu.be/XwZH-lOKG9c?t=2090 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
all right okay and that's the uh that's what the magic stands for so it's the magnet which is make a magnetic reason which is why i like having a reason why of some sort it's like it's fall it's spring it's whatever right it's you know my kid lost a tooth it's our fifth year anniversary right which is a great one we just started running a fifth year anniversary ad that's why i'm running this offer and

[35:17] YouTube https://youtu.be/XwZH-lOKG9c?t=2110 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
people like oh that's why he's running the office like i ran the offer last month too but now it's our fifth year anniversary right and the thing is is you can be like it's my wife's birthday it's my birthday it's my company's birthday it's like three times a year you already got birthdays so you can

[35:27] YouTube https://youtu.be/XwZH-lOKG9c?t=2120 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
give reasons why for it right like you can always i always used to i always tell people think like a fraternity party planner just like you need this much to create to have a party it's like stu got his wisdom teeth out rager right so it's the same idea in terms of reason why okay so we have our magnetic reason we have we announced the avatar so we say

[35:46] YouTube https://youtu.be/XwZH-lOKG9c?t=2139 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
who we're looking for so it's you know a little black dress which would prob that would include that would be implied sorry uh bad example uh six week you know guys uh you know lean down i said six week already and then the container would be like takedown or whatever right uh blueprint jumpstart kickstart you know sprint accelerator whatever right the point is that we put these things together now you don't have

[36:11] YouTube https://youtu.be/XwZH-lOKG9c?t=2164 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
to have all of them but if you just have these on the back of your mind you'll always be able to spin headlines very quickly and name products and offerings um that will convert those are the seven things that i look at when i'm trying to adjust a business's offer to make the marketing more compelling and get more clicks check number two

[36:29] YouTube https://youtu.be/XwZH-lOKG9c?t=2182 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you guys with me so far we still good all right cause i'm about to show you one of the sexiest things that i have all right so i can guarantee everyone here that you will get more customers from the thing i'm going to show you so yes i guess a couple people moved around in their chairs fantastic this is our pond we have our little our little wormy guy

[36:45] YouTube https://youtu.be/XwZH-lOKG9c?t=2198 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
and now we got to put in the pond so we got to find our pawns never go hungry again this is actually the the photo shop uh the ceo is like this is my never go hungry again framework so he has this posted behind his computer so he knows that there's always ways to get more customers you can take a picture of this because this is this is like my holy grail if i ever need more business this

[37:03] YouTube https://youtu.be/XwZH-lOKG9c?t=2216 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
is where i go all right so you've got paid media you have earned media you have phone media you have outbound you have affiliates and partners in your referrals and i'll show you the the ways that we use each of these um i've i've done i've done 20 million out of every single one of these boxes except for earns

[37:21] YouTube https://youtu.be/XwZH-lOKG9c?t=2234 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
media um so that's actually the one that and i'm just starting doing that now um but the other five or whatever um i've made over 20 million from each so i'll tell you like i'll tell you what we do right now that's working um and so yeah i'm going to show you a lot of here you're probably not gonna like just pick one or two that you actually will do and

[37:39] YouTube https://youtu.be/XwZH-lOKG9c?t=2252 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
like if you do that then you can go to the next one like give yourself permission to do the next one if you just do one of them okay so paid media and i've got one for you in this one okay so remember we have our little equation we've got to make more in the first 30 days and it costs two buy two customers and fulfill two customers all right so if you if you don't have an action this is the action for you just

[37:56] YouTube https://youtu.be/XwZH-lOKG9c?t=2269 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
spend 100 bucks a day on those lead ads that don't sell you all right if you do this give give yourself a slush fund there we go give yourself a slash fund one of the one of the early marketing mentors that i had told me instead of buying all these courses and coachings and whatever just say whatever amount of money you're willing to blow every month on

[38:14] YouTube https://youtu.be/XwZH-lOKG9c?t=2287 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
advertising and then always spend it and that way it'll force you to do it and the thing is is you won't have your ego tied up and you're not gonna be like i suck it's like well i'm supposed to suck i don't know what i'm doing but you will figure it out i promise you if you actually just spend and i just recommend people start 100 bucks a day

[38:30] YouTube https://youtu.be/XwZH-lOKG9c?t=2303 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
and you'll start to see some traction you'll watch some more youtube videos and you'll learn a lot faster than all the many many many things that you that are out there okay cool so these are the examples of paid media youtube facebook instagram influencer shoutouts is actually underrated podcast gdn

[38:47] YouTube https://youtu.be/XwZH-lOKG9c?t=2320 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
podcast meeting you can get the insert the you can pay the person to basically say commercial like radio uh gdn search radio branded search is a hack that i'll show you in a second that just about everyone here is losing money all right it'll give you like your highest return on advertising so this is our advanced lead generation got a little magnety guy a little promotion

[39:05] YouTube https://youtu.be/XwZH-lOKG9c?t=2338 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
then what we do is we give them some offer to liquidate our acquisition costs our upfront cash offer that's how we get all that money back we have two ups we have upsell down cell and every single this this is literally every single offer that i've home runs has been every single one of them has looked just like

[39:17] YouTube https://youtu.be/XwZH-lOKG9c?t=2350 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
this and then we feed them in a condo day one two three four that's what we do over and over and over again so i'm gonna give you one cool this is probably this is the thing that i'm most excited about stuff that i love more than anything i literally wrote a book just on this one topic so these are free cash offers so you're like how do i make

[39:33] YouTube https://youtu.be/XwZH-lOKG9c?t=2366 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
money if i'm giving something away for free excellent question brad there we go limited free this is an example limited free is someone comes in for xy service that you should always know more about your service than they do and give i don't want to say an incomplete solution but give a solution that's not going to i'll give you a simple example if

[39:51] YouTube https://youtu.be/XwZH-lOKG9c?t=2384 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
someone were getting a car wash it would be like the the lowest bare minimum the car is not even gonna look that much better we'll look better but not that much better right or if someone is coming in to work out at the gym or rather if someone's coming to lose weight right i'll say you can have access to our group and we'll give you homework outs while they're at the gym and they're like but like or you can do

[40:10] YouTube https://youtu.be/XwZH-lOKG9c?t=2403 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
our super sexy guaranteed results double guaranteed has all these bonuses and it's only this for you right now to start some money you should definitely get into it well guarantee you lose 10 pounds in the first 30 days if you don't we'll keep working you for another 30 days fair enough right and so that is someone someone

[40:25] YouTube https://youtu.be/XwZH-lOKG9c?t=2418 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
comes in for something free we give them an inferior offer and then we upsell them the primary offer all right that's what we call limited free by the way you also don't even have to mention the inferior offer because half the time they don't remember more than half the time second one free with deposit that was the thing that i mentioned earlier if you ever have any

[40:43] YouTube https://youtu.be/XwZH-lOKG9c?t=2436 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
kind of service that it requires effort on behalf of the customer to get a result anything that's a lot of services right you can market something for free and have that like if you did therapy you did life coaching you did anything that is some sort of like the client has to do something you have to pay for the program and then if they get the outcome

[41:02] YouTube https://youtu.be/XwZH-lOKG9c?t=2455 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
or if they do the habits they can get the program free or rebated or credited back to them right towards future services does that make sense it's pretty cool this one kills this one is awesome i'm telling you this one is awesome this was made more money than any offer on this board because what it does is it

[41:19] YouTube https://youtu.be/XwZH-lOKG9c?t=2472 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
aligns the customer with the result when they don't have the they use the money's accountability so your client's success scores go through the roof and it's like well marjorie if you lose 22 pounds in your first six weeks working with me are you going to keep you're going to want to come to me for the next 40 and she's like oh absolutely you're like well that's that's why we do the promotion so

[41:36] YouTube https://youtu.be/XwZH-lOKG9c?t=2489 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
i'm not worried about giving you six weeks free if i get six years shortly right but if you follow the money from what i said earlier she got six weeks free because we took the money and we credit it against her future rate which you probably put up a little bit and then discounted it off the money that you got does that make sense threes okay giveaways giveaways are awesome the way

[41:54] YouTube https://youtu.be/XwZH-lOKG9c?t=2507 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you do giveaways properly have a first place prize and a second place prize this first place prize is your core offer it's your biggest sexiest most expensive package you do that because then everyone knows the price and you market you are going to give that one away for free and the second place prize is an acceptable discount

[42:11] YouTube https://youtu.be/XwZH-lOKG9c?t=2524 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
and absolute value so for example if i was giving away god what services i don't know a year of window washing whatever right and it's the ultra platinum window washing experience whatever underneath of that let's say that was a four thousand dollar deal underneath that i would say second place prize gets six hundred dollars of window washes right

[42:34] YouTube https://youtu.be/XwZH-lOKG9c?t=2547 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you run the promotion you wait four days give them the countdown of when the when the person's gonna get to get called then you announce the winner pick one person everyone else congratulations you won second prize right you can put in the in the thing more than one winner may apply you're completely compliant

[42:51] YouTube https://youtu.be/XwZH-lOKG9c?t=2564 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
all right and by doing that you give every single person a 600 off your 4 000 package neat this works really well you want to get leads this works okay free with prepay this is also one of my favorites so if anybody here has uh recurring services or bundled services if you're trying to get upfront cash which is this guy

[43:15] YouTube https://youtu.be/XwZH-lOKG9c?t=2588 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
then you can sell like buy three get free and you can double the price for the thing so you're still selling six months up front basically but it's buy three get free for buy six get six whatever and that can go with products or to go with time it doesn't really matter but when you do this though you get so much cash flow up front you can you can

[43:33] YouTube https://youtu.be/XwZH-lOKG9c?t=2606 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
pretty much out market all your competition it's very cool and churn on prepaid people is one-fifth of month-to-month people fyi splinter-free so if you have a type of service or work that has to be done in that's the same thing that has to be done multiple times so an example would be a chiropractor or a massage therapist somebody who has this who does the same service over and

[43:56] YouTube https://youtu.be/XwZH-lOKG9c?t=2629 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
over again one of the best things to do is just do a splinter free offer which means you pull one of them off right ideally you want to pull one of them off and like tanning is a really good example i'll use that one like if i said i'm going to give you a five day free vip tanning experience person comes in they're super excited we

[44:12] YouTube https://youtu.be/XwZH-lOKG9c?t=2645 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
say hey how tan do you want to get i'm going to show you this book of tana be like the chocolate one like okay well you look like vanilla so it's going to take us a lot more than five days to get there so you want to get there cool then why don't we just sign you up for a membership right because you can't tan five days in

[44:29] YouTube https://youtu.be/XwZH-lOKG9c?t=2662 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
a row you tend once in five days because otherwise you'll burp because we know more about our service than our customer does so there's a lot of things that your customer wants but they don't know how to get there we can make promotions that in their mind it's like oh it's like five day weight loss it's like no one loses right but in their minds you can then

[44:45] YouTube https://youtu.be/XwZH-lOKG9c?t=2678 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
educate them so they're better consumers and then make a better more informed buying decision once kim really understands that she's vanilla and she wants to get the chocolates take more than five days we're already here and you like me because i'm smiling and being nice she'll sign up right and so this offer works very very well you break off one piece same thing like laser hair removal

[45:04] YouTube https://youtu.be/XwZH-lOKG9c?t=2697 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you can't do one session laser hair removal you need all six right there's lots of things like that you can break off one or two and they can't really do that without the other ones that's you give the two for free because you know it'll bring them in and this one this is one of my favorites so for this event

[45:17] YouTube https://youtu.be/XwZH-lOKG9c?t=2710 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
for example if i were to do invisible freight what invisible free offer is is i say hey you can come to this event absolutely free but you put your credit card in at the end of the event if you don't think it was worth five grand you just let me know after the first day and i'll i'll send you uh you know we won't bill your card but the upsell that you're selling right there's or

[45:39] YouTube https://youtu.be/XwZH-lOKG9c?t=2732 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you can pay right now for three grand and get all the recordings and and and so you have this thing that's marketed for free the down sell is they sign up for something more expensive right the down sell is they sign up for something more expensive that gets them less right and then you say if you don't think it's worth x y and z then we won't bill you but the requirement of that is you have to show up this works with like webinars too

[46:03] YouTube https://youtu.be/XwZH-lOKG9c?t=2756 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
same thing if you if you're worried about people showing up there's also a great way to get people to show up right if you're ever doing like a pitching thing too now they have their credit card like there's different strategies to use this one for like if you wanted everyone to pitch you could down sell everyone into just staying and offloading it so you make the prices closer if you want more people to pay today make the price

[46:19] YouTube https://youtu.be/XwZH-lOKG9c?t=2772 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
discrepancy bigger add more bonuses so if it's like 250 and 200 well then i'll wait i'll wait for 250 or 200 and then i get everyone to show up because the only way they can not get billed is by showing up and then you have everyone's captive attention you can pitch your ass off all right this is for brad so this is the easiest hack that

[46:39] YouTube https://youtu.be/XwZH-lOKG9c?t=2792 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
everyone in the entire world can do that you probably aren't doing own your damn terms so this is literally on the on the plane today lightspeed lms everybody else is paying for your terms all these guys are they their marketing guys are doing it and you're here right so it's like i got gotta say no to

[46:55] YouTube https://youtu.be/XwZH-lOKG9c?t=2808 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
all these guys before i see yours and then everybody who's got an android you're not even coming up right and so it's just like if you just own your brand of terms the return on on ad spend for branded terms is stupid it's like 20 to 40 to one it's crazy and it's so easy to set up google how to set up branded search terms 10 minutes and then you can

[47:15] YouTube https://youtu.be/XwZH-lOKG9c?t=2828 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
put all these in and guarantee you like all you do is you send them to a landing page that just says email opt-in phone number like simple because they're already looking for you they're just the lowest low toss leads out there but just make sure that they're seen so it's branded search you're just you're just literally owning your own keywords you

[47:31] YouTube https://youtu.be/XwZH-lOKG9c?t=2844 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
say i want to advertise for bradley lightspeed uh lightspeed lms lightspeed training light speed like all the variations of that someone might be searching paid media number one you're like oh don't worry the other ones are faster okay earn media i'll just give you a quick strategy for this most you guys

[47:48] YouTube https://youtu.be/XwZH-lOKG9c?t=2861 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
have lists and contacts all right so my recommendation from a strategy perspective is to do a quarterly push i'll just move a little faster for you so when you're doing content like you kill it with content right so the strategy that we see that works is just let them know what you do not a pitch just let hey it's bradley

[48:06] YouTube https://youtu.be/XwZH-lOKG9c?t=2879 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
from lightspeed and this is what we do and if you're one of those guys awesome then we have all the value we give and by the way if you're one of those people that has this problem that we solve you should xyz right so you don't lose anything from those people when you do that on a regular basis and then this is what um most people are missing

[48:22] YouTube https://youtu.be/XwZH-lOKG9c?t=2895 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
which is a quarterly push all right so that means once a quarter you do a four day blitz on your list and that's where you promote like crazy for four days and they shut it with real scarcity on an offer and that way you can click you can squeeze your list every quarter and most people aren't doing this so if i'm going to go buy a business or buy a

[48:39] YouTube https://youtu.be/XwZH-lOKG9c?t=2912 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
piece of a business i'm looking through this checklist that i'm going through right now the offer the client finance acquisition for the math and then what traffic sources we're using and i'm just checking boxes i'm like oh registers let's get it in uh let's do this and i just keep plugging these holes and just like that at the end they triple their acquisition right this is just a checklist

[48:56] YouTube https://youtu.be/XwZH-lOKG9c?t=2929 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
all right next one owns media this is actually very similar same concept this is from your followers where you're promoting it and saying it on your podcast here you're saying it's your list that you owe everything else is more or less the same all right the difference here is that this is email list messenger lists sms list blog audience contacts in your phone depending on depending on how many

[49:15] YouTube https://youtu.be/XwZH-lOKG9c?t=2948 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
contacts you're from phone this is a really good one right now this is dean jackson's nine word email still one of the best emails like ever written it's called the nine word email because it has nine words in it and it says do you still need help getting that problem solved that's it you email your list that i guarantee you will get people respond

[49:31] YouTube https://youtu.be/XwZH-lOKG9c?t=2964 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
back saying yes i do actually still need help solving that problem that you saw nothing else don't get like don't say by the way like nine words are you still struggling with are you still struggling with issue all right outbound just fyi i mean i know you guys are more in the sales sales world but we get ridiculous roi on outbound so we have a 20 outbound team

[49:56] YouTube https://youtu.be/XwZH-lOKG9c?t=2989 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
my hack here is to use multiple forms i know that the software does that too but you get way better conversions if you contact on multiple channels all right uh from a strategy perspective really quick uh if you're starting out on this channel i just tell everyone 100 reach out today 100 a day guaranteed you will make more

[50:14] YouTube https://youtu.be/XwZH-lOKG9c?t=3007 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
money and i give people six months when i give it six months like it snowballs but i haven't yet to have somebody not kill it within six months if they do that so that's just a simple strategy and it works very very well um these still work because i feel like people have forgotten this i don't know why

[50:30] YouTube https://youtu.be/XwZH-lOKG9c?t=3023 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
at least in the marketing world everyone's forgotten about it so it's like blue ocean for us first thing to do is to call your own leads right seems obvious that sometimes people have so many leads i talked to a lot of marketers who've never talked to early system why so first thing to do would be to call your own leads um next uh i spent fifty thousand dollars

[50:48] YouTube https://youtu.be/XwZH-lOKG9c?t=3041 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
in like coaching and programs and stuff to like learn outbound didn't use any of it i think the best thing is to just start because every there's enough nuances to every niche it's worth just like you'll figure it out and that's what we ended up doing anyways on our own um and then yeah give it six months and then we put ten to twenty percent of our i said marketing budget even though i

[51:07] YouTube https://youtu.be/XwZH-lOKG9c?t=3060 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
said it didn't say but what we currently spend on advertising we put 10 to 20 of that towards outbound not expecting an roi for the first two months and it took like a quarter basically it took like a quarter to roi but now it's about 20 to 1 for us in terms of return which is really good okay all right affiliates and partners

[51:24] YouTube https://youtu.be/XwZH-lOKG9c?t=3077 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
all right so if i'd say the ones that i've made the most money from one two lots and lots from these so one of the things that our goal here for this is to get is to be a full integration so a lot of people do like hey talk at my thing or do a webinar with me or do a podcast with me and that stuff's great but i mean it's like you'll see a little blip but i want full

[51:49] YouTube https://youtu.be/XwZH-lOKG9c?t=3102 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
integration and so what i try to figure out is who has problems that i can solve so for example if i were going after personal trainers i would go after a software that caters to personal trainers i would find out that the biggest problem that those people have is that the trainers need their first five clients for the software for them to stick because people don't use crms if they don't have c's customers right

[52:07] YouTube https://youtu.be/XwZH-lOKG9c?t=3120 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you can't use the crm so if you don't have customers and so i can say hey mr software guy you've got 14 000 personal trainers and i want to sell stuff to personal trainers i know how to get them clients why don't you send them to me and i'll solve your biggest problem with activation and so the idea is i want to get into their onboarding process the reason

[52:24] YouTube https://youtu.be/XwZH-lOKG9c?t=3137 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
prestige labs which is our supplement company which does more revenue than my gym company does is because we use the distribution base and integrated the supplement cell into the onboarding process at every gym that we work with and so when someone when kimberly comes in she buys services but 48 hours later we're doing a nutrition consultation

[52:42] YouTube https://youtu.be/XwZH-lOKG9c?t=3155 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
we're selling them supplements and so that all of the marketing has been that all my partners are spending it flows through big and they're happy to do it because they get paid handsomely and i'm happy to do it because i don't have to pay for acquisition now there's two ways that you can use this strategy that i like one of them is what i just said where you integrate where they're doing the

[52:59] YouTube https://youtu.be/XwZH-lOKG9c?t=3172 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
promoting and selling your stuff the other way is where you're doing the promoting and selling their stuff where you actually become the affiliate and if you're making if you were if you're not sending too much money away a lot of times it's a lot less work to just be an affair you can get 40 50 of top line revenue that you're sending over someone for none of the work most businesses don't run with

[53:17] YouTube https://youtu.be/XwZH-lOKG9c?t=3190 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
50 margins so if you can get 50 of top line and do none of the fulfillment and you're already paying for the traffic anyways why not and then if that person you're from the business owner also has that list you can you can say you know what i'll refer all those people over just send some people back right and that may sound silly but if you do it on a regular basis people will do it but you have to do it first you have to sell their thing

[53:37] YouTube https://youtu.be/XwZH-lOKG9c?t=3210 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
first and then they will return it all right so um can't really see it but for prestige labs we have 4 000 affiliates that are brick and mortar mom and pop shops that sell our products allen is the software that we use we have uh 200 or 400 now 400 agencies that white label our product and then sell it

[53:56] YouTube https://youtu.be/XwZH-lOKG9c?t=3229 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
on our behalf and they make tons of money doing it we just make a little piece in all of it right and so it's how can i find ways to make other people money and then integrate so these are the quick strategies and then we'll get to the the six ways to make more money on customers um okay so this is a different example that i'll share with you so uh i

[54:13] YouTube https://youtu.be/XwZH-lOKG9c?t=3246 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
was working with a company recently the hybrid for consulting stuff and they they catered a physical therapist and so they were like how can we do this partner integration and i was like well what do you what do all pts sell to every client that who uses physical therapists as a distribution mechanism to get to customers p to b to

[54:32] YouTube https://youtu.be/XwZH-lOKG9c?t=3265 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
c they're like well orthotics braces like recovery bands all that stuff it's like right reach out to those companies and say hey give me ten of your guys i'll teach them how to sell your product in exchange for you just sending more of your guys for me to teach them how to sell your product i'll also sell them my product

[54:52] YouTube https://youtu.be/XwZH-lOKG9c?t=3285 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
but i'm selling more of your for you people will feed you like tons if you can solve this problem for them so like if if you can because most you guys here know how to sell so a lot of people don't know their clients they have people who don't sell their products you can take their customers teach them how to sell their own product better and

[55:09] YouTube https://youtu.be/XwZH-lOKG9c?t=3302 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
then they will feed people to you because you're solving their problem we kill it with this and primary action for anyone here who's an action taker you can do 100 reach out today or just identify the 10 biggest partners and then spend real money to get them like real money you know what i mean send them a tv send them a watch send

[55:27] YouTube https://youtu.be/XwZH-lOKG9c?t=3320 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
them something they can't ignore show up at their office and should be like can i plea i just i've got bags of money i want to throw you please please let me just give that light to you because it's just burning a hole in my wallet right and usually people will take that that meeting also if you send if you send letters with like a thousand dollars a day in cash people tend to return the calls

[55:45] YouTube https://youtu.be/XwZH-lOKG9c?t=3338 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you do okay affiliate partners last one referrals and then we'll get to ltv so this is the golden ratio um 30 of our customers still come from referrals our goal is the companies to get the percentage of customers who refer to be greater than percentage of customers who leave if you can achieve this you have limitless growth it's just like the client finest

[56:02] YouTube https://youtu.be/XwZH-lOKG9c?t=3355 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
acquisition of customer success if we can get a higher percentage of customers to send us someone than to leave our business will grow with nothing else and so that is our golden ratio so that's the goal with referrals so here are some examples of stuff that we do for incentives i'm going to give you a really sexy one right now

[56:19] YouTube https://youtu.be/XwZH-lOKG9c?t=3372 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
so obviously this is the there's the cash one the unlockable bonus is something that's really nifty and so if you have a vip service or some sort of thing that's of value like those bonuses i was talking about like something that's really sizzle right it could be a it could be a software feature it could be a it could be a training it could be a it

[56:40] YouTube https://youtu.be/XwZH-lOKG9c?t=3393 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
could be anything that you can think of but especially if it's something that gives status then you say hey they're like what are world those guys got those fancy bands like oh those are just for people who send us other clients who don't hate their friends you hate your friends because you haven't done this anymore i don't know why you hate your friends so much right and so when you do that it's

[56:58] YouTube https://youtu.be/XwZH-lOKG9c?t=3411 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
like a it's like a classy way of paying someone without having to pay the cash tickets to events all those types of things work really well for referrals all right do you know anybody who's looking to achieve x that's probably one of the best um outbound openers by the way because then you don't feel like you're spamming someone and they're like you know what my sister i'm the one who needs to

[57:18] YouTube https://youtu.be/XwZH-lOKG9c?t=3431 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
lose weight right and then they tell you okay uh cash bonuses integrated yeah and then i would make sure that you have this integrated in the onboarding process i know some of this stuff some of you guys may have heard of but you might still not do them every company that i like i work with they're like yeah yeah right ask for referrals i'm like are you like we've

[57:36] YouTube https://youtu.be/XwZH-lOKG9c?t=3449 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
been meaning to like why aren't you where is it in the process right just show me where it is in the process and then we make sure it happens every time and then one of the biggest pieces here that's the last one i'll say about about referrals is from from human psychology as if i if i take brad to the airport right and i do cry out a favor immediately

[57:56] YouTube https://youtu.be/XwZH-lOKG9c?t=3469 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
after the favor happens is when brad feels the most positively towards me and i actually feel is the doer of the favor like it wasn't that big of a deal six months later when we look back on that situation i feel like i did brad a huge favor and brad's like there's nothing send me the airport and so that is why people have these weird relationships

[58:14] YouTube https://youtu.be/XwZH-lOKG9c?t=3487 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
with businesses sometimes when they leave because what have you done for me lately really sits in the thing is the person who's the doer disproportionately feels like they did more than they actually did so you have two different cognitive biases working against each other and so when you're doing testimonials or referrals the moment you have the activation point that first positive

[58:31] YouTube https://youtu.be/XwZH-lOKG9c?t=3504 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
magical moment that you probably have choreographed in your customer onboarding experience that's when you ask does everyone know where like their big magical moment their activation point of like if someone does this then they stay 10 months longer or whatever does everyone know that is if you don't

[58:44] YouTube https://youtu.be/XwZH-lOKG9c?t=3517 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
take your longest customers look at what they did in their beginning and then try and model that i'll give you one more does everyone feel like there's a lot of different ways we can get customers now six different pools do they want to have at least one of these that you're not doing that you could immediately just pull cash out of okay good uh most businesses would do

[59:01] YouTube https://youtu.be/XwZH-lOKG9c?t=3534 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
very well if they just started up by picking the biggest pile of money in front of them most of us have these big bags of money that are sitting in front of us that we just don't pick up and so what i you know what i end up doing for these companies i just like let's start with this big pile of money and just take 10 minutes on youtube and get creative

[59:18] YouTube https://youtu.be/XwZH-lOKG9c?t=3551 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
terms up within by by 5 o'clock today because it takes that long right and then you have leaflet i've lit i've never had less than 20 to 40 increase in number of customers from just doing one of these things i mean that should cover a lot of guys growth for this year all right so we got the math to how to require customers at a profit the offer

[59:36] YouTube https://youtu.be/XwZH-lOKG9c?t=3569 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
on how to get complete strangers to say yes because it'd be stupid if they said no because of all the things you made where where to dangle that little double guaranteed super secret double bonus six week whatever in front of the in front of their name and then finally how you become unbeatable all right so this is where the numbers and metrics become

[59:53] YouTube https://youtu.be/XwZH-lOKG9c?t=3586 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
really cool this is probably the part that i spent the most time on not because it's long but because it's sexy so how to become a beatle make so much money for a customer that you can use any channel you damn well please does anyone feel like it costs too much to acquire customers one person anyone else feel like it costs too much required customers two people anyone else three

[1:00:09] YouTube https://youtu.be/XwZH-lOKG9c?t=3602 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
people four people five people okay five people this is for you guys everyone else chill the thing is is that eyeballs are never going to get cheaper than they are today think about it they will literally never be cheaper than they are right now and so if you feel like they're expensive now then what is it going to be in five years more expensive i can guarantee you that i will bet

[1:00:26] YouTube https://youtu.be/XwZH-lOKG9c?t=3619 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
everything i have on the fact that basically more expensive five years from now and so this is the only lever that you can pull to be unbeatable so that you can outspend everyone that way you can use all of these channels because if you made a million dollars a deal you could use direct mail and still work use radio nationally and still work because you make so much more

[1:00:42] YouTube https://youtu.be/XwZH-lOKG9c?t=3635 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
per customer right and so as much as this is an acquisition thing the back end informs the front end sometimes when i teach this i go backwards um so let's play a quick money game it really likes money games all right so this is the business genie exercise this is our sample business we get 30 new clients a month one client a day the average client stays with us for three months the price per month is

[1:01:06] YouTube https://youtu.be/XwZH-lOKG9c?t=3659 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
100 we currently have 100 clients we're at a point of equilibrium that means that we're not going to grow at this rate we're not going to shrink at this rate we're going to stay even we have 20 margins we're doing 10 000 a month which means we're taking home 2000 a month sad face this is our business in this business genie this beautiful icon of a business

[1:01:25] YouTube https://youtu.be/XwZH-lOKG9c?t=3678 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
jd business gin if you will shows up and says i can double one aspect of your business which one would you like it to be it's very it's a niche genius all right option number one i can double the number of new clients that you sign up every month option number one option number two i can double the price of your product or services

[1:01:48] YouTube https://youtu.be/XwZH-lOKG9c?t=3701 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
everything else is the same in all these examples choice number three i can double the number of purchases per customer which do you choose you only get one it's a business it's a business genie all right so do me a favor all right i'll do raise hands on choice number one choice number one this one double number

[1:02:08] YouTube https://youtu.be/XwZH-lOKG9c?t=3721 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
of clients okay choice number two double price of product and services okay number three double the amount of purchases everyone makes all right so we have a really even split which is perfect all right somebody walk through some cool with you so if i double the amount of clients that i have right that i'm coming in then i'm going to go from 30 to 60. the

[1:02:31] YouTube https://youtu.be/XwZH-lOKG9c?t=3744 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
math behind that means that i'm going to go if the business will double eventually right because the churn stays the same it's going to double and it's going to get to 200 clients at 100 a month so i'll make 20 grand the 20 margins is 4 grand so i double the amount of profit did everyone follow me with that yes cool so number three

[1:02:49] YouTube https://youtu.be/XwZH-lOKG9c?t=3762 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
if i double the amount of purchases per customer it works out to the same thing because each customer becomes they buy twice essentially because they're buying two different things from us right so we're an easier way to say this in a recurring business would be you're doubling the lifespan of the customer they're buying twice as many times they go from three months to six months right we'd be cutting churn in

[1:03:07] YouTube https://youtu.be/XwZH-lOKG9c?t=3780 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
half this is a different way of saying it right and so by doing this this has a slight advantage over number one does anyone know what it is you don't have mics i'll tell you what it is the advantage of this one is that your your ltv per customer is twice as high so now i can spend more on the acquisition right and so the point here is i'm making twice as much profit per customer i'm making twice as much profit

[1:03:33] YouTube https://youtu.be/XwZH-lOKG9c?t=3806 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
in each of these scenarios from a business standpoint i'm making the same amount of profit but this is a better business because i'll be able to grow this one more easily now for this example i'm keeping all their variables the same but my marketing cost would be half on this one because i can acquire the same number of customers to get them to stay twice as long does that make sense

[1:03:51] YouTube https://youtu.be/XwZH-lOKG9c?t=3824 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
okay if you double your price you make six times the profit so let me walk you through this if you're at 100 a month and your cost of fulfilling was 80 that's the 20 margin we double that we go to 200 and we're still at 80 to fulfill so we now have 20 and the 100 in profit so now we have six times the amount of profit as we did before and no one pays attention to

[1:04:18] YouTube https://youtu.be/XwZH-lOKG9c?t=3851 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
their prices pricing's everything it's the number one lever on how much money you make so is that cool this is what we're going to talk about this is my probably my favorite subject so that is how important the six levers that i'm going to share with you are so when i said make them worth more it's an increase in lifetime gross profit

[1:04:42] YouTube https://youtu.be/XwZH-lOKG9c?t=3875 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
now people have heard everyone hear the term lifestyle value it's defined a million different ways if you if you google it you'll see six different definitions of it so i will define this for you lifetime gross profit the purple is the juice all right that is what we that is the squeeze that is what we get at the end all right that's

[1:05:01] YouTube https://youtu.be/XwZH-lOKG9c?t=3894 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
the chop that's the gross profit it's not the chop that's that would be not profit but the gross profit is the cost of fulfillment costing goods sold and then what is left over to them pay all the other should we have rent all the other stuff but it comes out of this right gross profit is 50. this isn't a good business by the way this is just an example because it's simple all right so

[1:05:20] YouTube https://youtu.be/XwZH-lOKG9c?t=3913 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
i'm going to use this as kind of the case study for all the examples i'm going to give you and i'm going to show you every lever that i pull in a business to make way more money for a customer all right so in this business the lifetime revenue is 500 lifetime gross profit is 250. everyone's with me great all right

[1:05:41] YouTube https://youtu.be/XwZH-lOKG9c?t=3934 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
so if you don't know how to calculate this in your own business does everyone know what their number is in their business lifetime gross profit per customer for everyone who didn't say yes here's how you do it this is the simple way and then i'll show you what if you have a recurring based business this is the simplest back of napkin way of doing it

[1:05:59] YouTube https://youtu.be/XwZH-lOKG9c?t=3952 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
take the total revenue that you've collected since you started business literally just add up the bank statements times your gross margin we should already hopefully know what your margin is on the on the services you deliver which is like if you do services for example i pay extra hour it takes y hours to to get the result why hours

[1:06:16] YouTube https://youtu.be/XwZH-lOKG9c?t=3969 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
compared to the prices is 20 of the price that makes sense if i sold personal trading and it was 20 an hour and i sold it for 100 bucks i'd have an 80 gross margin is that fast okay thank you so i've got the total money times the margin and then i just divided by the total number of customers i've ever signed up this will underestimate it but i'd

[1:06:38] YouTube https://youtu.be/XwZH-lOKG9c?t=3991 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
always rather round down and then make more money but this will be the closest estimation because if you're like well we're better now than we were before cool that's okay you can always make more money but it's better to underestimate these numbers this is better if you have uh just selling products or like one-time purchases if you have a recurring business or a

[1:06:56] YouTube https://youtu.be/XwZH-lOKG9c?t=4009 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
business where people will buy more often then this is the way you do it same top line the only thing is different is that you divide the bottom uh by total number of churned out customers so like if 900 of my thousand customers have turned then it's going to be divided by 0.9 which basically makes my ltb go up because 10 of my customers still are

[1:07:17] YouTube https://youtu.be/XwZH-lOKG9c?t=4030 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
going to keep paying me does that make sense i know that was kind of complicated but does that kind of make sense i feel like a kinda all right just go with me don't worry all right so here's why this is so important this is probably my favorite quote of my own the business owner that can make his clients more valuable to his business than his competition wins all right i even misquoted myself but

[1:07:38] YouTube https://youtu.be/XwZH-lOKG9c?t=4051 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
that's the idea all right so the idea is not like i'm not trying to outspend everyone i'm trying to make this human being more valuable to me than anyone else so that means that i'll be able to acquire him better than anyone else and so the more i can spend an acquisition the more channels will be opened up to me and then the more depth of the channel i can reach like if i get priced

[1:07:56] YouTube https://youtu.be/XwZH-lOKG9c?t=4069 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
out of facebook when i spend what's like once i go past 300 000 of my audience because it's too expensive to reach the next part then i get priced out right so if i can spend more than i can keep going deeper and deeper into each of the channels that i have on top of that i can also get more depth in the actual

[1:08:08] YouTube https://youtu.be/XwZH-lOKG9c?t=4081 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
market like market penetration because i can still outspend my competition right so if you can only spend a dollar to acquire a customer you'll probably never be in business and so but no one looks at this and like my marketing doesn't work it's probably because your business doesn't work right and that's the issue okay like even facebook which is free

[1:08:26] YouTube https://youtu.be/XwZH-lOKG9c?t=4099 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
makes forty dollars a year on everyone crazy right haven't thought about like two dollars and fifty cents a month goes to facebook for when you log in for selling your eyeballs so this is what it looks like in real time so this is let's say this is a gym owner even though he's got a tiny business thing let's just say it's a gentleman so there's got you know he's got old spice marketing to him he's got

[1:08:45] YouTube https://youtu.be/XwZH-lOKG9c?t=4118 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
he's got equipment manufacturers that's their ltv or ltgp excuse me uh then you've got apparel and then you've got software and then you've got gym launch me marketing against right well i cannot spend all these guys so this is what happens i own all of his eyes his eyes are mine because i can outspend all of them i'll just i'll artificially raise the prices

[1:09:10] YouTube https://youtu.be/XwZH-lOKG9c?t=4143 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
so that they can't bid on his eyes so it's a ethical i don't know ethical it's a legal way to create a monopoly if i could make so much more money than the rest of my competitors then i can own every eyeball that's in my audience because i'll set the cpm so high no one else can bid i'll bid against myself to give them high

[1:09:28] YouTube https://youtu.be/XwZH-lOKG9c?t=4161 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
does that make sense that's like position to you that's what the back end does okay and that's why i refer to lifetime gross profit as the arms race of business like if you have this you have the biggest stick so here's the six ways that i increase lifetime gross profit number one you can increase the price

[1:09:45] YouTube https://youtu.be/XwZH-lOKG9c?t=4178 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
which we did in our little genie example that's just one of them the second one is you can reduce the actual cost of fulfillment and i'll show you some of the ways that we look at number three is you can increase the number of purchases that a customer does number four is you can upsell them which has two different types of upsells one is making something better the other was selling more of the

[1:10:03] YouTube https://youtu.be/XwZH-lOKG9c?t=4196 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
same thing so one is quality one is quantity down sells is the opposite of that so it's poor quality lower quantity or fewer fewer and then six is cross sells so it's what's the adjacent need they're gonna have all right a lot of people just kind of lock cross cells and upsells together and i don't like to i think there's more nuance to them if you can think as you can think in nuance

[1:10:22] YouTube https://youtu.be/XwZH-lOKG9c?t=4215 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you'll act in new ones you'll be able to think more creatively about the business so increasing price this one's a quick one look at the difference in lifetime revenue and gross profit if i increase the price by 50 i doubled my profit i have this conversation with gym owners all the time on average we increase the recurring revenue by 38 a month the

[1:10:40] YouTube https://youtu.be/XwZH-lOKG9c?t=4233 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
average gym makes 12 and a half percent net margins the average gym is at 129 a month so if i had 38 dollars and they're making 12 and a half i just 3.1x their profit they're like what do i care about 38 bucks i'm like i'm gonna triple your profit that's why that's why this is important so number one if there's a way to increase the perceived

[1:10:58] YouTube https://youtu.be/XwZH-lOKG9c?t=4251 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
value that's what we do the bait the bait the offer all that stuff is so that we can raise the price that we can make more money number one i told this one be quicker they're just more visuals but they're fast fast and easy that's what my wife called me here we go so number one is if you have people in your company that are doing like basic administrative or even

[1:11:16] YouTube https://youtu.be/XwZH-lOKG9c?t=4269 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
semi-skilled work you can outsource it for four dollars an hour to 12 pages and they do a great job just fyi so you can probably cut down your cost of fulfillment for a lot of the services that you sell or products that you sell and by doing that you still increase the margin which increases your lifetime gross profit which allows you to make more and spend more aggressively all

[1:11:34] YouTube https://youtu.be/XwZH-lOKG9c?t=4287 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
right another one that we do uh is tools and software so like subtitle for example i've got this video guy that i paid that i paid that i used to pay to do all this stuff but now we can do other stuff right which is like automatically get the the things captioned get that nice like meme cover and like the progress bar it does it all

[1:11:50] YouTube https://youtu.be/XwZH-lOKG9c?t=4303 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
of that all of that with a click of a button and so it's like well great well then now you have all this other time to do high value stuff rather than do this this kind of stuff design pickle things like that so there's software that can they can take a lot of the high value labor and just automate it technology so if you have tech so like our our our

[1:12:08] YouTube https://youtu.be/XwZH-lOKG9c?t=4321 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
agency software for example makes chat responses you know it increases the chat efficiency of a person by about 100 x all right and so by doing that we make the cost of fulfilling lead nurturing 100th of what it would normally be and so i can sell it at a reasonable rate but it cost me pennies compared to what it cost my competitors and so when you

[1:12:26] YouTube https://youtu.be/XwZH-lOKG9c?t=4339 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
have this type of advantage then i can make ridiculous profits because i'm pricing at market but it costs me nothing and so i have so much more room compared to everyone else and then forecasting if you're in a products business buying wholesale obviously if you have the cash flow we do that a lot on our supplement side just to decrease our description our cost of goods all right

[1:12:45] YouTube https://youtu.be/XwZH-lOKG9c?t=4358 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
so this is what it looks like visually and then that's what it looks like so the top line didn't change but the bottom line did that's the difference this still is an increase in lifetime gross profit check box number three increase number of purchases here we go so number one is decreasing churn which is aka getting people to buy again all right so that is

[1:13:04] YouTube https://youtu.be/XwZH-lOKG9c?t=4377 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
providing a better service doing more activation more onboarding etc number two is increasing the quality of the product next was increase follow-ups for repeat purchases all right so most people right now don't do any of this like there's so many ways to reach people so i told you like there's little pockets of cash right now in your business this is probably a pocket of

[1:13:21] YouTube https://youtu.be/XwZH-lOKG9c?t=4394 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
cash for you just like literally just waiting for you just like okay increasing the follow-up and then finally uh increase client outcome to increase volume uh for rev share that was for you right and so if i can if i can increase the number of purchases effectively if i have a rev share thing then how can i increase the outcomes how can i teach them skills that will make them more money right so that they will

[1:13:40] YouTube https://youtu.be/XwZH-lOKG9c?t=4413 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
in turn pay me more money all right and this is what that looks like so if i'm increasing number of purchases i'm not increasing my margin on a relative basis but on an absolute basis i now have twice as much as i did before is everyone thinking like the purpose of this is so that you can think about your own services and products and think oh

[1:13:59] YouTube https://youtu.be/XwZH-lOKG9c?t=4432 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
that would be an easy thing that i could do right now just make more money right these are all the different ways you can increase the lifetime value of a customer upsells all right so there's two types of upsells number one is you can sell more of something one burger goes to two burgers number two is you can make a better burger you go from a small burger to a

[1:14:18] YouTube https://youtu.be/XwZH-lOKG9c?t=4451 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
big burger or a normal burger to an organic burger whatever two different types of upsells so right now if you have a core service if you're thinking what kind of upsells can i do can i sell more of it can i sell a better version of it those are easy things a lot of times you just survey the customers asking what they want all right so when i'm thinking about upsells number one is

[1:14:35] YouTube https://youtu.be/XwZH-lOKG9c?t=4468 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
units i can sell more web pages if i was selling a web page service now i can sell more types of pages right number two would be like if i'm selling service i can sell it by units of time so i've got units in terms of quantity and i also have time so if i'm trying to upsell for more i think about both of them right so right now if you have

[1:14:52] YouTube https://youtu.be/XwZH-lOKG9c?t=4485 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
different things inside of your business like if you're currently selling support why don't you sell 12 months of support why don't you sell 24 months of support if you're selling one one site why don't we sell a 10 tab website it's units right there's always more units you can sell if you think if you think you're a problem next one is survey says

[1:15:12] YouTube https://youtu.be/XwZH-lOKG9c?t=4505 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
morse this is what it looks like visually boom so now you'll notice again this is the same duration of time they're not staying longer necessarily but we're getting them to buy more of the same thing that's why the margins are the same right i'm going to show you a different example later where the margins are different all right so now this is the second type

[1:15:30] YouTube https://youtu.be/XwZH-lOKG9c?t=4523 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
of upsell which is better all right so you've got let's say normal service and that could give you expert service that's quality right a different version of quality just because i like to give examples is the enhanced burger like i said earlier before that you've got web page design and then you've got web page design that

[1:15:48] YouTube https://youtu.be/XwZH-lOKG9c?t=4541 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
loads really fast speed remember they said the value equation these are the values quality time decrease after preference degrees effort and sacrifice decrease time right those are the things that you're reversing when you're thinking about your upsells right another version of this if you have a slow burger or a fast burger right you can wait 20 minutes for you to get in three it's more valuable

[1:16:12] YouTube https://youtu.be/XwZH-lOKG9c?t=4565 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
right so you can upsell that same with service do you have chat support where do you have phone call support that's an upsell right so that's access and convenience and in the burger example are you are you eating at home or is it getting delivered all right so if i'm thinking about upsells for enhancements that are better you've got quality

[1:16:30] YouTube https://youtu.be/XwZH-lOKG9c?t=4583 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you've got speed and you've got access and convenience so right now does anyone can anyone think of something they should be upselling that's one of these things in your own business great awesome so pro tip is anyone here competing against somebody who gives their stuff away for free like what you sell

[1:16:46] YouTube https://youtu.be/XwZH-lOKG9c?t=4599 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
sometimes it happens in software so if you're ever competing against a free competitor the only thing that beats free is speed fast beats free if once a year chipotle gives away a free burrito to anyone who dresses like a burrito and if i want to get chipotle on halloween i gotta wait two hours if there was a line next to the free line for ten dollars to buy chipotle i would pay the ten dollars to not get the free

[1:17:13] YouTube https://youtu.be/XwZH-lOKG9c?t=4626 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
burrito and wait people pay for speed so fast speed's free a lot of people think about the components of time for their offers okay with better it's the same concept all right but you'll notice with this upsell i can make much more profit right and so interestingly your upsell can have a lot more profit than your core offer cam right which is pretty nifty i have the numbers

[1:17:38] YouTube https://youtu.be/XwZH-lOKG9c?t=4651 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
over here if you're seeing them in the hypotheticals and so this is a quick pro tip for you as well if you are doing upsells many times you want the upsell price to be five times the core offer price here's why customers are fractal they're 80 20. so it's the pareto principle right and so 20 of my customers one out of five if i

[1:17:58] YouTube https://youtu.be/XwZH-lOKG9c?t=4671 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
want to double my revenue i 5x the price so that one out of five buys my five times higher price and so i double the revenue my business by adding a single upsell but i might have way higher margins on my outsole that i have on my original so i might 2 or 3x or 4x my profit by having that upsell down cells so this is an easy one that no one does um there's two types of down cells the people that we're

[1:18:22] YouTube https://youtu.be/XwZH-lOKG9c?t=4695 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
going to say no that then say yes and the second is people who are going to leave but then stay all right and so think about all these as little golden bb's in the business pro tip for this is if you're if your sales guys for example never sell the the low cost things they get on the phone and the kids like just you have this thing they never sell it

[1:18:38] YouTube https://youtu.be/XwZH-lOKG9c?t=4711 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
we do a we do a we buy you lunch it's the simplest thing in the world we say who's buying lunch today and so if anyone sells our low-cost product because everyone every once in a while you get an unqualified lead you can't buy the real thing right and so whoever sells the the lowest ticket thing that day the lower ticket thing the down sell lunch is bought in that

[1:18:56] YouTube https://youtu.be/XwZH-lOKG9c?t=4729 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
sales guy's honor it worked better than commissions they were just happy to get stick you know steak or grub hub every day and so they just motivate them every morning to try and get to get lunch covered for them so a downsell you have a worse version right you have one on one you can't really see it here and then group right version of whatever

[1:19:13] YouTube https://youtu.be/XwZH-lOKG9c?t=4746 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
the thing you have is the level of support you might have a full suite solution and then you can have a done with you or a do-it-yourself solution so you have different levels of service that you're gonna you're gonna put with it okay and so let's say in this first example someone says no and then says yes so they say no to the core offer so we make

[1:19:31] YouTube https://youtu.be/XwZH-lOKG9c?t=4764 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
no money and now we make an extra and here's what's really cool the down cells oftentimes for us are actually higher margin so we sell stuff that has almost 100 margins for our down cells so even though we make less absolute money we still usually do a pretty decent profit on it right and so and that's natural because they're going

[1:19:48] YouTube https://youtu.be/XwZH-lOKG9c?t=4781 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
to be buying something that is lesser naturally right so you don't want to give something that's like equal or still costs you time and money on a down cell all right so the second one is uh instead of getting them to leave we get them to stay and so we say hey i know you were at this level support we'll let you stay for this now we're going to remove one thing that you don't care about and so you probably

[1:20:08] YouTube https://youtu.be/XwZH-lOKG9c?t=4801 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
have more than one service or feature that you offer remove one and then give it to them at the lesser price that way you can ethically say that you're not charging different rates for different people so make sense which of these things catherine do you hate that you never use this one great knock it off now you can get it at this price because especially like software you'll get a lot better you'll you'll extend

[1:20:26] YouTube https://youtu.be/XwZH-lOKG9c?t=4819 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
the ltv to the customer last one cross-sells everyone talks about these i'll show you a couple cool things with these that we do okay what are all aspects of the customer journey immediately before and after purchasing permit what is their next national need so this is the question so if you're looking at your customer journey

[1:20:42] YouTube https://youtu.be/XwZH-lOKG9c?t=4835 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
what is the thing that they normally do immediately before they start doing business with you and what is the thing that they do immediately after they start doing business with you after they purchase there's usually a next natural thing there's lots of pairings that happen with with sales right there's like you you made them make the decision

[1:20:58] YouTube https://youtu.be/XwZH-lOKG9c?t=4851 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
to do or invest in something right usually there's other stuff that comes as a result of that decision we did the hard work of spending money to acquire the customer getting on the phone doing 16 follow-up calls to get them to close then get the rest the money around them right and so there's two ways to do this

[1:21:15] YouTube https://youtu.be/XwZH-lOKG9c?t=4868 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
number one is you can refer the business out and receive commissions we do this all the time we've made millions in commissions just for sending business that we say hey this is our preferred partner this is who we recommend and just like i told you earlier if i'm sending these guys business they'll send business back right and i'll get paid on it so i'm

[1:21:33] YouTube https://youtu.be/XwZH-lOKG9c?t=4886 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
sending business getting paid and getting customers as of goodwill does that make sense yes okay um number two is that if if it's like a lot of money that you're referring away so for example with the gyms we taught them how to sell supplements i saw i did the math in my head and i was like there's a lot of supplements

[1:21:50] YouTube https://youtu.be/XwZH-lOKG9c?t=4903 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
so let's build that so we decided to build that right the entire business ended that's what um alberto is doing with the mortgages he's doing the bank now because he's referring that business out and at a certain point you look at the math and you're like we should be owning that right we're sitting these

[1:22:03] YouTube https://youtu.be/XwZH-lOKG9c?t=4916 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
guys these guys are making more money on our customers than we are if that's ever the answer these guys are making more money than my customers than i am then that makes sense to do business most times they're not so i might as well just take 30 20 40 commission and not have to deal with a headache but still get all these little revenue streams right i'm an affiliate for like 20 different things that we just get paid

[1:22:21] YouTube https://youtu.be/XwZH-lOKG9c?t=4934 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
for every single month because we would tell them to do it anyways so like susie signs up for the gym well i'm going to tell her well hey they become affiliates of ours for the supplements because they refer the business right but it's like what apparel grants because they're going to be like what things my hands are hard what gloves should i use here's here's

[1:22:39] YouTube https://youtu.be/XwZH-lOKG9c?t=4952 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
my book of all of my affiliate links i'll buy them with you together and just like that we made another 200 on the customer that took no effort right so there are these next natural things that your customers are buying know what they are and then just provide them for them ahead of time and get paid for it so cross sells the simple answer simple simple example burger

[1:22:59] YouTube https://youtu.be/XwZH-lOKG9c?t=4972 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
do you want coke with that right it's different it's not another burger or a better burger or a faster burger it's a coke right if i'm selling fitness it's all fitness would do you want supplements with that yes right next version if i'm selling website design i say hey now that we have your website do you want to get advertising with that hey do

[1:23:16] YouTube https://youtu.be/XwZH-lOKG9c?t=4989 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you want premium support with that right these are all next natural needs they're going to have do you want ads and premium support and fast cloud service hosting whatever the you know tech stuff whatever more of that stuff right all of these are cross sales that we'll use and so if you can list out the customer needs and think about before and after that's

[1:23:33] YouTube https://youtu.be/XwZH-lOKG9c?t=5006 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
the easiest way to think about it then you'll be able to capture all of this gold in front of you all right and so this is where a lot of the juice is squeezed you go from you know you had 500 revenue 250 in gross profit to you know 520 just by this example right because you have a ton of extra margin of these i think i have an example right

[1:23:51] YouTube https://youtu.be/XwZH-lOKG9c?t=5024 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
here so i don't know if you guys know this i stole this from digital marketer you can actually build an entire business off cross-cells so if your core product doesn't have enough juice in it you can actually mark it down below the competitors give it away for free or at a loss call a loss leader and then

[1:24:09] YouTube https://youtu.be/XwZH-lOKG9c?t=5042 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
upsell the coke and the fries because you know that's where all the profit is right you make the better burger you sell it at cost or below cost and then so you said this is the example you spend a dollar ninety one to get a person to drive through earn 18 cents in gross profit right on the burger but then you make on the two dollar burger sale but you make a dollar fourteen on fries and coke

[1:24:28] YouTube https://youtu.be/XwZH-lOKG9c?t=5061 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
right you're making six times the profit on the upsell so if you know these things about your business and you know that there's an adjacent thing that's way higher margin and easier for you that you're usually just referring it away well hey make sure you're capturing it and b if you're not then bring it in-house so that was the six i'll do i'll do this

[1:24:45] YouTube https://youtu.be/XwZH-lOKG9c?t=5078 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
real quick for you so you can see it and how you make your customers more valuable and be able to use any acquisition channel you download please so that is that is the six of the arms race of lifetime value there we go check box worm guy math traffic offer money those are the four frameworks that we use to go from a thousand dollars to 112

[1:25:02] YouTube https://youtu.be/XwZH-lOKG9c?t=5095 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
million in sales in 44 months you guys good with a quick wrap-up yeah okay fantastic so i know we covered a lot we talked about the only way to grow a business there's only two get more customers make them worth more right we talk to the four frameworks we got the math how to require customers in a profit the offer how to get complete strangers to raise their hands and give

[1:25:20] YouTube https://youtu.be/XwZH-lOKG9c?t=5113 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you money uh number three how to never run out of customers because there's unlimited different pools that you can go through and then the money how to become unbeatable on the back end this is the mass framework that i showed you guys earlier hopefully this should now make sense to you in terms of how

[1:25:31] YouTube https://youtu.be/XwZH-lOKG9c?t=5124 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you can actually make a profit with zero dollars up front on acquiring customers the number one formula that is literally been the base system which i built my acquisition life how it works in a day-to-day basis from day to day today as you're doing this process uh the offer itself right the seven components that i look at uh that

[1:25:48] YouTube https://youtu.be/XwZH-lOKG9c?t=5141 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
i can kind of boost any of the offers i have adding guarantees recycling the you know recycling the naming formula adding urgency adding scarcity uh making the core offer smaller adding the bonuses making sure that the core offers solving the four main value drivers um seeing if i can offer free front end or discount front end so they can attract more customers um the value equation itself we can

[1:26:08] YouTube https://youtu.be/XwZH-lOKG9c?t=5161 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
always use and think back to to make your core thing more valuable there's the visuals for those scarcity urgency guarantees magic naming formula the traffic we talked about this the six different new client sources the boom if you didn't get that picture earlier and then the make them worth more that's

[1:26:27] YouTube https://youtu.be/XwZH-lOKG9c?t=5180 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
the equation that we use for if you have a simple business or a recurring business there's the equations to calculate it and then you can always measure against that we now know how much more powerful pricing is compared to adding more customers we're getting them to buy more both those things are good this is the biggest lever in your business so i showed you six ways to make more

[1:26:45] YouTube https://youtu.be/XwZH-lOKG9c?t=5198 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
money the customer that's the top one six ways to increase ltgp increase price reduce cost increase number of purchases upsells downsides cross sales getting down cells you can either get them to stay longer or just turn to no into a yes from that all the different versions of the cross cells that exist

[1:27:02] YouTube https://youtu.be/XwZH-lOKG9c?t=5215 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
not that you can think of which is always the next adjacent need so let me ask you a quick question let me ask you a slow question do you feel like you could use any of these frameworks yes do you feel like you understand how to acquire customers profitably and grow without capital for those of you who don't have the capital spent

[1:27:21] YouTube https://youtu.be/XwZH-lOKG9c?t=5234 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
do you feel like you could create a more valuable offer that would get more conversions at higher prices now do you feel like you have new client sources that you have neglected and can easily use right now even if you use just a single piece of a single framework to get you more customers or make them worth more would

[1:27:37] YouTube https://youtu.be/XwZH-lOKG9c?t=5250 || KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models.
you say our time was well spent yes awesome thank you for having


VIDEO
TITLE: Why You’re Afraid of Money
URL: https://youtu.be/XzwNu7j6X0o
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/XzwNu7j6X0o?t=0 || Why You’re Afraid of Money
You don't want to love money, you want to learn to love making money. So there's two misconceptions and then one truth around this. The first misconception is money is the root of all evil. And then that obviously is a quote from the Bible, 1 Timothy 6:10. The 2011 version, someone says, "No, it's not money that's the root of all

[0:20] YouTube https://youtu.be/XzwNu7j6X0o?t=13 || Why You’re Afraid of Money
evil. It's the love of money that's the root of all evil." But that's just the 2011 version. The actual translation, there's five translations for it. And four of the five are the love of money is the root of all kinds of evil. Meaning, if you desire money more than anything else, then you will commit the

[0:44] YouTube https://youtu.be/XzwNu7j6X0o?t=37 || Why You’re Afraid of Money
other sins in order to attain it. And so the idea is that it's only a pathway that has a high likelihood of causing you to do things that are unethical or immoral. And so there's this huge terrible paradigm in society that money is somehow good or bad. It is just potential energy. It's just bottled time. And that bottled time can build

[1:08] YouTube https://youtu.be/XzwNu7j6X0o?t=61 || Why You’re Afraid of Money
bombs. That bottled time can build hospitals. It can build wells. It can build schools. It can make YouTube videos that educate. And so the idea that you're afraid to make money means that you're afraid of having power. And maybe you should be afraid of having power because maybe you'd misuse it. But

[1:26] YouTube https://youtu.be/XzwNu7j6X0o?t=79 || Why You’re Afraid of Money
if you do want to help the world, then all it's going to do is amplify your ability to do that. And if you have that mission on your heart or in your mind, then it's your duty to remove everything else in your way to go get it. Real quick, if you're a business owner and you are not growing as fast as you'd

[1:45] YouTube https://youtu.be/XzwNu7j6X0o?t=98 || Why You’re Afraid of Money
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

[2:00] YouTube https://youtu.be/XzwNu7j6X0o?t=113 || Why You’re Afraid of Money
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 functions of the business across product, marketing, sales, customer success, recruiting, IT,

[2:13] YouTube https://youtu.be/XzwNu7j6X0o?t=126 || Why You’re Afraid of Money
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

[2:27] YouTube https://youtu.be/XzwNu7j6X0o?t=140 || Why You’re Afraid of Money
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: Are You Shadowbanned or Just Making Bad Content
URL: https://youtu.be/YAgVN1HsVfY
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/YAgVN1HsVfY?t=0 || Are You Shadowbanned or Just Making Bad Content
Uh, my name is Jonathan. I sell dating services to single men and help them get their dating life together. Uh, revenue we range between 250 to 900. Um, I would like my revenue to be at 1.2 million because I'd like to net 100,000 a month ideally. What I believe is stopping me is that the metrics on all of my social

[0:19] YouTube https://youtu.be/YAgVN1HsVfY?t=12 || Are You Shadowbanned or Just Making Bad Content
media have gone down and my fans have been telling me, "You're shadowbanned. You're shadowbanned. I'm not getting notifications." Yeah. So, how do you do anything political? I mean, I was endorsing Trump, so maybe that's probably it. I mean, might be it, honestly. But like passively, not like a whole

[0:37] YouTube https://youtu.be/YAgVN1HsVfY?t=30 || Are You Shadowbanned or Just Making Bad Content
stream on like why not like why you should vote for him. Yeah. Um Well, is that when it stopped? No. When Okay. Well, then I have a theory. It was like when Andrew Tate went to jail in 2022 December, I noticed like a a big change in my viewership. And I I don't know if my fans just really like me and they're

[0:58] YouTube https://youtu.be/YAgVN1HsVfY?t=51 || Are You Shadowbanned or Just Making Bad Content
like just lying to me like you've been shadowbanned. Yeah. But um I don't know. I just This is a problem because I like my Do you have some videos that do better than others still? So I just I don't do videos. I do live streams. But Oh, yeah. I consistently live stream. That's how I do everything leading up to

[1:14] YouTube https://youtu.be/YAgVN1HsVfY?t=67 || Are You Shadowbanned or Just Making Bad Content
launches. All I do You don't make like videos? Not really. They just it's just the live stream is kind of like you're in my personal theory like live streaming is like to a degree indoctrinating your uh following and then lowering resistance and then eventually they buy in. So like I said I've been able to do all my

[1:32] YouTube https://youtu.be/YAgVN1HsVfY?t=85 || Are You Shadowbanned or Just Making Bad Content
business has been organic. My best launch was like quarter mill in 5 days um which is like you know 90 85% profit but nothing has really changed in what I do but I'm seeing all metrics shrink and it's like I'm freaking out. Yeah. No, I hear you. So, um I mean basically at the simplest level, one of two things changed. Either you

[1:56] YouTube https://youtu.be/YAgVN1HsVfY?t=109 || Are You Shadowbanned or Just Making Bad Content
changed something unknowingly, which is the content is not as good or it's not, you know, as compelling or whatever, or something else changed, which is either the environment changed, so like maybe it sounds tonedeaf now, or uh the algorithm changed in terms of how it's uh pushing out lives, which not I don't

[2:12] YouTube https://youtu.be/YAgVN1HsVfY?t=125 || Are You Shadowbanned or Just Making Bad Content
know. You're the actually the only person that I know that does lives as their primary organic strategy. Yeah. I've yet to meet somebody replicate my numbers. I'm also one man business. Yeah. No, no, there's tons of people who do your numbers are bigger with a oneman business. No, not with live streaming,

[2:28] YouTube https://youtu.be/YAgVN1HsVfY?t=141 || Are You Shadowbanned or Just Making Bad Content
but with making content on a regular basis. And so I think I think it's like we just need to you just need more views, man. Like that's all it really comes down to. And so it's like I I will say this, if you keep doing what you're doing, it will continue to stop working and get worse. So let's not do that. I think

[2:45] YouTube https://youtu.be/YAgVN1HsVfY?t=158 || Are You Shadowbanned or Just Making Bad Content
you're gonna have to do kind of the um a gentleman I was talking to earlier uh with pest control. He's like, I've got this agency and it's working. Well, it's like let's do the live streams. Can we also clip that and make that into content like the best moments at least? So yeah, my my shorts are like my

[3:02] YouTube https://youtu.be/YAgVN1HsVfY?t=175 || Are You Shadowbanned or Just Making Bad Content
largest uh traffic source back then doing like 16 15 millions and so on. Do you not do shorts anymore? The hit has been pretty big. They've gone down to like 8 900 sometimes. I I'm happy if it gets to a thousand views. Yes. Per short. Yeah. So um I mean maybe you did get shadowbanned. I don't know. Um

[3:25] YouTube https://youtu.be/YAgVN1HsVfY?t=198 || Are You Shadowbanned or Just Making Bad Content
question just how to fix it if I am theoretically shadowbanned or how do I address if you are shadowbanned? It's like you probably need to start a new account. Okay, that's like and you'll and the good news about about quote shadowbanning is this. If you start a new account because of how social media has changed, it has

[3:43] YouTube https://youtu.be/YAgVN1HsVfY?t=216 || Are You Shadowbanned or Just Making Bad Content
been largely democratized especially for short term uh short short form content. So somebody who has a brand new account that has zero followers can make a clip that gets 10 million views. So like I would it's not nearly the death sentence that it used to be because it's based on interest graphs now far more than it is

[3:58] YouTube https://youtu.be/YAgVN1HsVfY?t=231 || Are You Shadowbanned or Just Making Bad Content
followership. So you can keep doing your lives on one channel and I think that's like again that's the big if here is like are you shadowbanned? I don't know. Do you have a rep that you can reach out to? Because usually they'll tell you. No they just like it's just some guy in Paraguay who doesn't give a

[4:17] YouTube https://youtu.be/YAgVN1HsVfY?t=250 || Are You Shadowbanned or Just Making Bad Content
Um I I don't like I don't like pointing to things that I can't control. So, I'm like, is there anything that I can do to make these shorts better? It feels unlikely that you went from, you know, 5 million a clip to a thousand a clip. That feels like a pretty tremendous drop. 15\. Yeah. Or 15 million clip. Sure. Uh, a

[4:36] YouTube https://youtu.be/YAgVN1HsVfY?t=269 || Are You Shadowbanned or Just Making Bad Content
big drop regardless. And so, if I were you, I probably like I would be in hyperactive mode right now, which is I'd be trying to find a new a new way to promote. And so, you keep the thing because you have to keep the lights on. But I would strongly consider um is it but are you only YouTube? I'm I mean I have 58,000 on Instagram

[4:57] YouTube https://youtu.be/YAgVN1HsVfY?t=290 || Are You Shadowbanned or Just Making Bad Content
and uh does it happen there? Uh no it does not happen there. Okay. So can we double down on Instagram in the short term and then like create a new account on YouTube? I'm here to do what you say. Okay. Um do you monetize Instagram at all? No. Well, dude, I mean, Instagram is one of the easiest ones to monet of all

[5:18] YouTube https://youtu.be/YAgVN1HsVfY?t=311 || Are You Shadowbanned or Just Making Bad Content
platforms. Instagram is like the most monetizable uh because you can directly message your customers like every person who follows you. You could you can DM. Are you um you're selling to webinars, right? No, no webinars. Well, you sell to lives, whatever. I'm sorry. You sell to you sell via live? Yes.

[5:33] YouTube https://youtu.be/YAgVN1HsVfY?t=326 || Are You Shadowbanned or Just Making Bad Content
Right. And you do that how often? The um my show I've been running it. How often do you pitch? Uh once a quarter. Okay. Um, so it might be advantageous to Okay, I mean is leaning more towards that you might have gotten shadowbanned. Um, and if that's the case, let's walk through this, shall we? All right. So,

[6:01] YouTube https://youtu.be/YAgVN1HsVfY?t=354 || Are You Shadowbanned or Just Making Bad Content
so for Instagram, I think you do a mini chat integration and then DM new followers. and uh replies and then send them to lives. When you go live on YouTube, also go live on Instagram. Very easy. Just get a second phone if you need to go live on both. I do that. Okay. So, you do go live on Instagram.

[6:29] YouTube https://youtu.be/YAgVN1HsVfY?t=382 || Are You Shadowbanned or Just Making Bad Content
I get like four or five people live. Okay. So, when we have this, you can add them to the broadcast and then let them know when you're going live because you should get more than four or five. Um, nasty. It's just because we have this big question mark of are you bad at content now or did you have the gods of social

[6:58] YouTube https://youtu.be/YAgVN1HsVfY?t=411 || Are You Shadowbanned or Just Making Bad Content
media tell you that you were not allowed to promote anymore? Um, there's a group of people. I kind of like Instagram does tell you if you're shadowbanned, though. So, you can look at it in your client settings. So, I would check that. And if they haven't, then it just might like I would so much prefer to know that like the content's

[7:17] YouTube https://youtu.be/YAgVN1HsVfY?t=430 || Are You Shadowbanned or Just Making Bad Content
just not that good because that's super fixable. There's a group of people I'm associated with and they've all kind of been throttled as well. Like the Fresh and Fit podcast and some of these people, they're all like we've all kind of been uniformly kind of flatlined. Yeah. from 23ish, you know, because like they have a huge

[7:34] YouTube https://youtu.be/YAgVN1HsVfY?t=447 || Are You Shadowbanned or Just Making Bad Content
podcast and they've been stuck at 1.5 mil. Fresh and fit. You mean on Instagram? On uh YouTube. Okay. And they just don't get views there either. No, they get views, but we're all like our subscribership and whatnot is not necessarily growing. And their views have massively taken a hit. They used to

[7:50] YouTube https://youtu.be/YAgVN1HsVfY?t=463 || Are You Shadowbanned or Just Making Bad Content
do like three 400. Now they're like oneish oneish thousand. 100\. Oh, 100. Yeah. That doesn't sound like shadow panning. Okay. Going from like 300 to 100 just sounds like YouTube has shifted over time. Okay. And like we just need to adapt to what's what's working now. The crazy part about my views is like my

[8:12] YouTube https://youtu.be/YAgVN1HsVfY?t=485 || Are You Shadowbanned or Just Making Bad Content
views have usually typically ranged between on the live streams 1,000 to 5,000 and then the money just kept growing. So I was like great, I have a money printer. Yeah. But now the views are still same. maybe slightly dropped, but the sales have just like it's just like abysmal. It's so terrifying. Yeah.

[8:34] YouTube https://youtu.be/YAgVN1HsVfY?t=507 || Are You Shadowbanned or Just Making Bad Content
Um that's why I'm here. There may No, I hear you. Um it's like you have this one trick that worked and so I think you might just need to learn another trick. Okay. At least you have second platform. So it's like you've just only done live streams and that's how you've done it. It's like you might be able to just like

[8:53] YouTube https://youtu.be/YAgVN1HsVfY?t=526 || Are You Shadowbanned or Just Making Bad Content
push people to a phone call. You could push people to a webinar. Like you could probably do more than once every 12 weeks do a pitch. Like there's there's plenty of levers that we can look at. And I have high ticket inver immersion stuff that's like 10k and those are easy to sell. But I just need more eyes and views

[9:14] YouTube https://youtu.be/YAgVN1HsVfY?t=547 || Are You Shadowbanned or Just Making Bad Content
that when you teach a guy how to date, he doesn't come back because he's outdating. Outdating. Yeah. I mean to be fair it's education and like there's no continuity program on Harvard. You just graduate and that's that. Um and then they get you in the endowment and there's all that but like um I think we have to focus on the

[9:34] YouTube https://youtu.be/YAgVN1HsVfY?t=567 || Are You Shadowbanned or Just Making Bad Content
controllables which is that the content needs to improve and you probably need to make more content and make more diverse content. Probably need to start using tools like oneof10.com if you're not familiar with that. You know what that is? Oneof10.com. Mhm. So one of 10.com is basically the it's like YouTube

[9:49] YouTube https://youtu.be/YAgVN1HsVfY?t=582 || Are You Shadowbanned or Just Making Bad Content
repository where you can just search for topics and it will show you the highest outperformers in terms of headline packaging and thumbnails across all channels on YouTube and then from there you can basically create ideations of okay how can I apply this to my niche and so I'm guessing that like the fact that the other guys went from

[10:09] YouTube https://youtu.be/YAgVN1HsVfY?t=602 || Are You Shadowbanned or Just Making Bad Content
like 300 to 100 like to me that's not shadow betting that's just like their content wasn't as good as it used to be or it's just like it's not as relevant it used to be. Like people aren't like bitching about Red Pill as much as they were before. And so it's like maybe part of it needs like your content might have

[10:21] YouTube https://youtu.be/YAgVN1HsVfY?t=614 || Are You Shadowbanned or Just Making Bad Content
to adapt. So I would honestly prefer it just be that which is the content's not good enough. Fine. Then like let's look at topics and let's look at headlines and let's fix that. Let's let's make it something that people want. We've had to change our stuff all the time. And I think it's just like you learn a trick.

[10:36] YouTube https://youtu.be/YAgVN1HsVfY?t=629 || Are You Shadowbanned or Just Making Bad Content
It worked. It was a great ride. Now you have to change again. Okay. Thank you very much. No, I appreciate you. 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

[10:52] YouTube https://youtu.be/YAgVN1HsVfY?t=645 || Are You Shadowbanned or Just Making Bad Content
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 you're a fit, we'd love to potentially see you out here in


VIDEO
TITLE: What Would You Do If You Weren’t Afraid?
URL: https://youtu.be/Z69Ncjy-lgU
PRIMARY_TOPIC: content
TOPICS: content, mindset, content, branding

[0:00] YouTube https://youtu.be/Z69Ncjy-lgU?t=0 || What Would You Do If You Weren’t Afraid?
I think one of the my life goals and I can summarize it in a question but um is to be fearless and it's I mean equal opposite cou courage is another word but I love this question which is what would you do if you weren't afraid and I just I love thinking about that when I'm thinking about big life decisions like

[0:21] YouTube https://youtu.be/Z69Ncjy-lgU?t=14 || What Would You Do If You Weren’t Afraid?
what would I do if I weren't afraid and it's usually like the big one the the bigger thing that I really want to do but I'm afraid to do it it's like that's what I should do. Um, and to your point about you had the five things that you told your team, the one that we have is um, originally it was something that we

[0:38] YouTube https://youtu.be/Z69Ncjy-lgU?t=31 || What Would You Do If You Weren’t Afraid?
called one of one, which is make only things that we can make. Like you'll never see a Coca-Cola business breakdown from Alexi because anyone can do a Coca-Cola business breakdown. That's not one of content. But if I say I doubled the sales of this company by implementing these four things, no one else can say that because no one else

[0:57] YouTube https://youtu.be/Z69Ncjy-lgU?t=50 || What Would You Do If You Weren’t Afraid?
did it, right? And so it's one of one. And so as the book launch and whatnot came, um, we took one of one and it became this big massive thing. And it wasn't, it stopped being about like what can only do things that only we can do. It was about doing things that we didn't even know we could do yet, which became one

[1:14] YouTube https://youtu.be/Z69Ncjy-lgU?t=67 || What Would You Do If You Weren’t Afraid?
of zero. And that's why that became the brand that I'm going to continue to wear for the next few years. Um, and build that association. But I think that that kind of encapsulates my personal life goal, which is like what would I do if I weren't afraid and what would I do if I didn't if I knew I couldn't fail? And

[1:33] YouTube https://youtu.be/Z69Ncjy-lgU?t=86 || What Would You Do If You Weren’t Afraid?
the idea that I will never wish for fewer epic stories at the end of my life. And I've never regretted failures. I've always regretted things that I didn't try. And so just along those lines of trying to create more bias internally towards action rather than inaction and normalizing consequences of failure as as we said earlier win or

[1:54] YouTube https://youtu.be/Z69Ncjy-lgU?t=107 || What Would You Do If You Weren’t Afraid?
learn and I think that that little frame believe it or not um for anyone who's like on the teetering edge of like what should I do that thing when I was debating quitting my job which is still the hardest decision I've made to to this day still of the many that I've made um was I figured that if I didn't

[2:12] YouTube https://youtu.be/Z69Ncjy-lgU?t=125 || What Would You Do If You Weren’t Afraid?
make the entrepreneur reneurship thing work, I would have a hell of a story for business school. And that was actually like the the reasoned argument that I gave myself for being willing to quit was that I think that with my experience, I'll still be able to get a job and I'll have a really cool story of

[2:28] YouTube https://youtu.be/Z69Ncjy-lgU?t=141 || What Would You Do If You Weren’t Afraid?
entrepreneurship that I could use to apply to get into business school and then eventually get a job later. And so most times we catastrophize any failure to death, right? Which is like I'm going to I'm going to fail. I'm going to lose all my money. I'm going to be homeless. No one's gonna talk to me and I'm gonna

[2:42] YouTube https://youtu.be/Z69Ncjy-lgU?t=155 || What Would You Do If You Weren’t Afraid?
die, right? But like if you if you play it out two natural steps, like, okay, I lose everything. What do I do? I would probably have a couch or floor that someone would lend me because at least socially, I haven't been I haven't everyone I know. And so I have that. It's like, okay, so I would have some capacity to do that. Okay, is there

[3:03] YouTube https://youtu.be/Z69Ncjy-lgU?t=176 || What Would You Do If You Weren’t Afraid?
anything that I could do in the meantime in order to make money? Well, sure, I could drive Uber and strip. And I've already, you know, I've told this story before, but for me, that was genuinely my plan B because I knew that I could probably make 780 grand a year driving Uber. I could probably make 150

[3:15] YouTube https://youtu.be/Z69Ncjy-lgU?t=188 || What Would You Do If You Weren’t Afraid?
stripping, maybe 200. Strip the gay bars, the guys pay better. Uh, and then uh and you know, boom, I've got 280,000 a year. I could live on the floor and then I could restart again. And so that's because I don't have a lot of shame with that kind of stuff. That's not like that doesn't matter to me. But

[3:29] YouTube https://youtu.be/Z69Ncjy-lgU?t=202 || What Would You Do If You Weren’t Afraid?
I think playing out the fear, Leila says this and I love it, but that fear is a mile wide and an inch deep. And so it looks like this ocean that you're going to step into and drown, but as soon as you step into it, you realize it was not that deep at all. And you can keep walking through it. And um I just love

[3:48] YouTube https://youtu.be/Z69Ncjy-lgU?t=221 || What Would You Do If You Weren’t Afraid?
that visual because a lot of times when it's like we have this anxiety around this big decision we have to make, if you actually take the step and realize that it's not death, you're not going to drown immediately. There's plenty of other steps you can take from there, even if you get a little wet. Real quick, if you're a business owner

[4:01] YouTube https://youtu.be/Z69Ncjy-lgU?t=234 || What Would You Do If You Weren’t Afraid?
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

[4:16] YouTube https://youtu.be/Z69Ncjy-lgU?t=249 || What Would You Do If You Weren’t Afraid?
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/Z69Ncjy-lgU?t=262 || What Would You Do If You Weren’t Afraid?
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, plug in your business information, and

[4:43] YouTube https://youtu.be/Z69Ncjy-lgU?t=276 || What Would You Do If You Weren’t Afraid?
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 Decide If You Should Start Making Content
URL: https://youtu.be/acM0Vjxodsc
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/acM0Vjxodsc?t=0 || How to Decide If You Should Start Making Content
Do you think more businesses should be trying to follow content creatorled models? Like we've talked a lot about, hey, there's five different ways these businesses make money. Here are some of the challenges they have. Should the other, you know, 60% of entrepreneurs coming to you be thinking about, oh, I

[0:14] YouTube https://youtu.be/acM0Vjxodsc?t=7 || How to Decide If You Should Start Making Content
should be incorporating content more into what I do? I have super strong reservations with the word should in general. Um, I would say really just depends on what the constraint of the business is. And so like let's say you have an outbound channel that you have cold callers and cold emailers that you know

[0:28] YouTube https://youtu.be/acM0Vjxodsc?t=21 || How to Decide If You Should Start Making Content
generate B2B customers for you. Do you need to start making content? Probably not. And given the resources required are there is there something else in the business that would generate more enterprise value? Yeah. If so then you should do that. Right. Big picture more attention in general tends to grow businesses provided they

[0:47] YouTube https://youtu.be/acM0Vjxodsc?t=40 || How to Decide If You Should Start Making Content
are not supply constrainted. But that's a big aster because many businesses are supply constraint. There's a lot of plumbers who the phone's ringing on the hook and they're like, I just need more plumbers, dude. Like manual. Yeah, of course. Like I could we can like I don't have a problem getting people. If you have a cleaning

[1:02] YouTube https://youtu.be/acM0Vjxodsc?t=55 || How to Decide If You Should Start Making Content
business, the problem is not getting people to want cleaning. The problem is finding cleaners. Yeah. Right. So like it it depends on what what the problem of the business is. Now, if that were the issue, do you make content around like what it's like to be a cleaner so that you attract cleaners, people who want to clean? It's like,

[1:14] YouTube https://youtu.be/acM0Vjxodsc?t=67 || How to Decide If You Should Start Making Content
hey, you already clean your house all the time. Want to do it for money and we have better working conditions, blah blah blah. Like fundamentally uh I guess reframing the question as should the other 60% of businesses add another advertising channel. No, unless it's the constraint of the business. Real quick, if you're a business owner

[1:30] YouTube https://youtu.be/acM0Vjxodsc?t=83 || How to Decide If You Should Start Making Content
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 more importantly where they

[1:45] YouTube https://youtu.be/acM0Vjxodsc?t=98 || How to Decide If You Should Start Making Content
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,

[1:57] YouTube https://youtu.be/acM0Vjxodsc?t=110 || How to Decide If You Should Start Making Content
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, plug in your business information. And

[2:11] YouTube https://youtu.be/acM0Vjxodsc?t=124 || How to Decide If You Should Start Making Content
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: Stop Talking About What You Haven’t Done Yet
URL: https://youtu.be/bQZkXEIDWz4
PRIMARY_TOPIC: content
TOPICS: content, wealth, branding, content

[0:00] YouTube https://youtu.be/bQZkXEIDWz4?t=0 || Stop Talking About What You Haven’t Done Yet
I you know Sean and I have done a lot of real estate deals together or last five years. I would say we will buy a few hundred million in real estate this year. I can get the exact number probably in a future video cuz we have a couple deals pending as the as the year ends. But what was very interesting is that I have a much better understanding

[0:16] YouTube https://youtu.be/bQZkXEIDWz4?t=9 || Stop Talking About What You Haven’t Done Yet
of the tax uh laws around it. So this was a big W for us. I haven't talked about real estate in general despite having done a lot of deals over the last 5 years with Chiron because I didn't feel like I had the credibility. And so I will probably and Sean will probably as well next year we'll probably talk

[0:30] YouTube https://youtu.be/bQZkXEIDWz4?t=23 || Stop Talking About What You Haven’t Done Yet
more about ACQRE. So ACQ real estate because we have now gathered a significant amount of resources there that I think you guys would probably like that and I certainly have enjoyed it because it was something that I felt like was a deficiency in my skill set in terms of investing that I wanted to rectify. And so I've talked about it in many, you know, many years ago. I've talked about in some videos of like very tiny deals that I did $50,000 deals that, you know, didn't work out as well.

[0:53] YouTube https://youtu.be/bQZkXEIDWz4?t=46 || Stop Talking About What You Haven’t Done Yet
And I was like, I don't know what I'm doing. And so that is when I basically enlisted help and I got people who are more experienced and I did what I always do and just try to learn from them and it is incredibly enlightening and I very much understand the appeal of it now. And so it was a it was a huge deal huge W for us this year and look and I think will be a compounding vehicle for us in the future. I mean this is a a lessons

[1:14] YouTube https://youtu.be/bQZkXEIDWz4?t=67 || Stop Talking About What You Haven’t Done Yet
video for the year for me. And so I'm grateful that we we took all the steps that we did this year in order to do it. Real quick,


VIDEO
TITLE: Stop Getting Leads. Start Getting Lead Getters.
URL: https://youtu.be/cjUGRcqOfds
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/cjUGRcqOfds?t=0 || Stop Getting Leads. Start Getting Lead Getters.
infinite banking. Yes. Insurance. You have 29 agents. Yes. And you're uh needing to decide whether you need to be the face and get customers to feed your agents or you should go all in on getting more agents and teaching them how to do lead genen. Yes. Cool. Um Yeah. So do the second one. Do the second.

[0:26] YouTube https://youtu.be/cjUGRcqOfds?t=19 || Stop Getting Leads. Start Getting Lead Getters.
Yeah. Yeah. It's it's significantly higher leverage. Cool. So basically, so think about this is what what problem do you want to solve? So either you say I want to become a like you want to keep growing your brand top of funnel so that you just have more and more people who are interested in infinite banking and then

[0:42] YouTube https://youtu.be/cjUGRcqOfds?t=35 || Stop Getting Leads. Start Getting Lead Getters.
you have all these agents that you pass it off to so that they can you know basically transact and own the relationship. So that's like option one. Um that is I would say the lower risk path because you're already doing that today. And so how many how many is it on Instagram that you do your stuff or

[0:56] YouTube https://youtu.be/cjUGRcqOfds?t=49 || Stop Getting Leads. Start Getting Lead Getters.
Yeah, all on Meta and YouTube. Okay. And we're getting what's your followership uh from that? Uh 15,000 subscribers on YouTube and 12,000 followers on Instagram and 6,000 on Facebook. Yeah. And what percentage of the leads come from that stuff versus whatever you do in person? 15% come from online. And

[1:19] YouTube https://youtu.be/cjUGRcqOfds?t=72 || Stop Getting Leads. Start Getting Lead Getters.
okay, where's the rest come from? The rest of it comes from referrals and networking. And dude, get agents. I don't even know what we're talking about. For sure get agents. Go get agents. Yeah. I thought I thought it was like you 60 70% of the business was coming from from your organic. No, most of it's coming from that. And

[1:36] YouTube https://youtu.be/cjUGRcqOfds?t=89 || Stop Getting Leads. Start Getting Lead Getters.
then the challenge with the agents that we originally it was all me teaching people to do that how to go go out there and get business, go network, go join BNI, Chamber of Commerce, whatever. That's what worked for me. And then we would get good people that were like, "Hey, I don't have any network." So I

[1:50] YouTube https://youtu.be/cjUGRcqOfds?t=103 || Stop Getting Leads. Start Getting Lead Getters.
said, "All right." And they they asked where leads were. And I said, "All right, so let me go create leads." and we started calling business owners because that's who I was selling to, but they were not showing up and they weren't really busy. Whatever we were offering wasn't whatever. Then I reread

[2:05] YouTube https://youtu.be/cjUGRcqOfds?t=118 || Stop Getting Leads. Start Getting Lead Getters.
$100 million offers and $100 million leads. And I looked at the value equation. I said, "The best value I can give is to real estate investors. So, let me go get real estate investor leads." And then we're calling them all day long. And the people that I'm hiring don't know how to communicate with them

[2:19] YouTube https://youtu.be/cjUGRcqOfds?t=132 || Stop Getting Leads. Start Getting Lead Getters.
properly. So, the only they end up just setting up appointments and then they hand them back off to me. Okay. and they're good, but I think it comes down to recruiting. People want leads. The first go, where do we get your leads? Well, if you say you have to go generate your leads, they might go look at somewhere where they give them

[2:35] YouTube https://youtu.be/cjUGRcqOfds?t=148 || Stop Getting Leads. Start Getting Lead Getters.
leads. So, we started giving people leads. So, we make an offer to recruits. That's good. Uhhuh. Well, I think that one is you could probably just take the existing brand that you have and just be more deliberate about the call to actions that you make and basic because like if you talk about highle insurance stuff

[2:52] YouTube https://youtu.be/cjUGRcqOfds?t=165 || Stop Getting Leads. Start Getting Lead Getters.
that's going to attract both people who want to learn more about insurance, but many of those people will be agents. Yes. And so I think if you basically alternate the CTAs, you you'll be able to basically I don't want to say chase two, you know, both, but in some ways you kind of can double dip here because

[3:07] YouTube https://youtu.be/cjUGRcqOfds?t=180 || Stop Getting Leads. Start Getting Lead Getters.
as long as the content strategy fundamentally doesn't really change, you're just changing really the calls to action, then you can kind of get a little bit of the best of both. But I do think that the big thing that you need to crack is teaching them to generate their own own leads. Like that is 100

[3:19] YouTube https://youtu.be/cjUGRcqOfds?t=192 || Stop Getting Leads. Start Getting Lead Getters.
like that's the limiter of your business. So, you need to bring them on and you need to have the training system to get to reliably get them to self-generate. Like, that's it. Like, that's what you have to do. If you do that, the sky's is the limit. And the 20 people that we have out of 29 that are just simply coming in and cold

[3:35] YouTube https://youtu.be/cjUGRcqOfds?t=208 || Stop Getting Leads. Start Getting Lead Getters.
calling real estate investors all day. Yeah. Right now that are setting up an insane amount. I think our offer is not great. So, I'm going to drawing board with that. But all those people now, I got to go teach them. I'm just teaching them how to cold call. Well, they already are cold calling, right? Huh?

[3:49] YouTube https://youtu.be/cjUGRcqOfds?t=222 || Stop Getting Leads. Start Getting Lead Getters.
They already are cold calling. They are cold calling now. Well, they're coming in. I'm teaching them to cold call rather than coming in teaching them to go shake hands and kiss babies. You want to teach them the highest efficiency strategy for getting customers. So, whatever that is. So, you can just like whatever your method is

[4:02] YouTube https://youtu.be/cjUGRcqOfds?t=235 || Stop Getting Leads. Start Getting Lead Getters.
that you think the highest percentage of people will succeed with, that's what you teach. Cool. So, whether it's shake hands, kiss babies, or it's cold calling, whatever. Or a combo of both. Yeah. Or a combo of both. Either way is fine. Um, but like fundamentally, like look at the biggest insurance companies

[4:16] YouTube https://youtu.be/cjUGRcqOfds?t=249 || Stop Getting Leads. Start Getting Lead Getters.
in the entire world. They are that big for a reason. And almost all of them they just they they are recruiting machines, right? Like that's where fundamentally because it's like they're not a supply constraint business. Like you can sell as much as insurance as you want, right? Like you're not supply constrainted.

[4:28] YouTube https://youtu.be/cjUGRcqOfds?t=261 || Stop Getting Leads. Start Getting Lead Getters.
Yes. Right. Like you're just demand constraint and so you just got to get guys and then put the system in place so that they learn how to sell and then that's the business. Heard heard. Thank you. Appreciate you. Yeah. This is why there's higher leverage of him getting lead getters than him getting leads. So this is the

[4:45] YouTube https://youtu.be/cjUGRcqOfds?t=278 || Stop Getting Leads. Start Getting Lead Getters.
leads book 175. So, right now he's in scenario one, which is that he's getting leads, right? He's getting customers and he's sending those leads to his agents to close, right? Look at a much higher leverage move. Let's go to scenario three where he spends the same amount of time advertising, but every time he's

[5:02] YouTube https://youtu.be/cjUGRcqOfds?t=295 || Stop Getting Leads. Start Getting Lead Getters.
getting leadgetters and so every month he's getting more agents into the business and each of those agents are now getting money. Now, it's the same level of effort for him. Look, his line is still the same. He's still working the same amount every day, same amount every day. But here he's got these new

[5:17] YouTube https://youtu.be/cjUGRcqOfds?t=310 || Stop Getting Leads. Start Getting Lead Getters.
nodes that are generating business for him. And so if you add up all of this, these are all the extra customers that he's gotten just from this level of effort. And so this has far higher leverage than this does, which is why I recommended that he start making CTAs in his content to both continue to generate

[5:34] YouTube https://youtu.be/cjUGRcqOfds?t=327 || Stop Getting Leads. Start Getting Lead Getters.
because I don't want to kill the business. Continue to generate his normal leads, but also make it clear for agents if they want to join him and gain access to some of the leads that he has. Um that he can come in, he can train them, and he can show them how to get the leads on their own, which he can

[5:47] YouTube https://youtu.be/cjUGRcqOfds?t=340 || Stop Getting Leads. Start Getting Lead Getters.
benefit from. 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

[6:01] YouTube https://youtu.be/cjUGRcqOfds?t=354 || Stop Getting Leads. Start Getting Lead Getters.
interesting, click book a call. And if you're a fit, we'd love to potentially see you out here in


VIDEO
TITLE: “How do ads work?”
URL: https://youtu.be/eCKCHW-zSlA
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/eCKCHW-zSlA?t=0 || “How do ads work?”
So let's say that you've got a piece of content, right? A very small percentage of your audience is going to see that content, maybe one or two percent, right? So that's all of the kind of subscribers or followers or whatever. Now, there is a significantly larger percentage of people who who know about you and just haven't hit

[0:21] YouTube https://youtu.be/eCKCHW-zSlA?t=14 || “How do ads work?”
the follow or like or whatever button, right? And so when you post, you're basically just capitalizing on that. If we run ads, we get all of this. Okay, so there's a lot more there. And so the magic is like anybody who I see who's doing, you know, two, three, five, whatever million from organic, they

[0:40] YouTube https://youtu.be/eCKCHW-zSlA?t=33 || “How do ads work?”
usually can get to 25 or more just by basically paying to play with ads here. Now, the ad strategy itself, you already have all you already have the media, right? I would still probably record a little bit of direct to camera of like just making the offer, but I would pair it with uh running your best,

[1:02] YouTube https://youtu.be/eCKCHW-zSlA?t=55 || “How do ads work?”
you know, best organic content towards your audience. Now, the AI, which you know, the better world, they already know who your audience is. The ads is going to be basically all of this short content. So, fundamentally, you're making 35 pieces of content a week, right? That are going to be ads. This is

[1:15] YouTube https://youtu.be/eCKCHW-zSlA?t=68 || “How do ads work?”
the organic. And then I would probably add, call it five to 10 uh kind of direct to camera, just straight kind of offers. Yeah. Yeah. Mini chat. So, um, there's a bunch of ways to to to use Many Chat. Um, as Jack alluded to earlier, he gets all of his his followers to, uh, give him give him their information.

[1:37] YouTube https://youtu.be/eCKCHW-zSlA?t=90 || “How do ads work?”
And so, so Minihat does probably like three core I mean does a lot of things but like I'll say like the three most common automations are a new follower b uh story CTA. So, if you ever seen someone say like reply book or something like that and you type in book, then that kicks off an automation. Um, and then C

[2:08] YouTube https://youtu.be/eCKCHW-zSlA?t=121 || “How do ads work?”
is post comments. So, if you say, "Hey, comment the word X below this post." It it triggers the automation. And so, in all three of these scenarios, Minihat uh kicks off a DM. And then from there, you can just have logic trees of like if this then that. um you can collect information, you can do whatever you want and so you

[2:32] YouTube https://youtu.be/eCKCHW-zSlA?t=145 || “How do ads work?”
can do it from a lead genen perspective. Um it works significant like orders of magnitude better than saying click the link in my bio. It's like not even close. Like if I make a video that's just like a normal video, I'll get like a th000 or 2,000 comments. If I were to make a video and say, "Hey, click the

[2:49] YouTube https://youtu.be/eCKCHW-zSlA?t=162 || “How do ads work?”
link in my bio." I'd probably get like 50 clicks. It's just like it's just different. 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

[3:03] YouTube https://youtu.be/eCKCHW-zSlA?t=176 || “How do ads work?”
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

[3:16] YouTube https://youtu.be/eCKCHW-zSlA?t=189 || “How do ads work?”
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

[3:30] YouTube https://youtu.be/eCKCHW-zSlA?t=203 || “How do ads work?”
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

[3:42] YouTube https://youtu.be/eCKCHW-zSlA?t=215 || “How do ads work?”
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: Ads Have Changed Forever
URL: https://youtu.be/egvfFY8Rv0k
PRIMARY_TOPIC: content
TOPICS: content, ads, content

[0:00] YouTube https://youtu.be/egvfFY8Rv0k?t=0 || Ads Have Changed Forever
Who here runs ads? Oh wow. Wow. What the What's going on here? Yeah. Wow. Okay. Well, then y'all will love what I'm about to share with you. Okay. Wait, on what platform first? Hold on a second. Yeah. No, this is good. I'm hot and bothered. All of you. Yeah. This is the unique group. Yeah, it was really interesting.

[0:19] YouTube https://youtu.be/egvfFY8Rv0k?t=12 || Ads Have Changed Forever
Yeah. Okay. You guys will absolutely love this. Okay. I'm excited. I'm interested in this. So I believe that the future of media between paid and content has completely merged. Like we have reached the singularity of that now. It's done. Like that's not like going to happen. It's already happened. It's here. And so my

[0:40] YouTube https://youtu.be/egvfFY8Rv0k?t=33 || Ads Have Changed Forever
paid team and my media team have now they're now they're one. And so what we have found to be like what's working now, right? The stuff that's working hot right now. Here's the crazy part. We now mostly because when you asked the question I was like, "Huh, that is kind of what we do." But I was thinking about

[0:56] YouTube https://youtu.be/egvfFY8Rv0k?t=49 || Ads Have Changed Forever
it because it's not as often as it used to be. And the reason is because we pump out 450 pieces or whatever it is of content per week. And you know what's really cool is the algorithm will just tell you which of these are the are the best and most interesting. And so then what we do is we take those things and

[1:11] YouTube https://youtu.be/egvfFY8Rv0k?t=64 || Ads Have Changed Forever
then just run them as ads. And I used to think because we did this earlier, probably a year ago, we were adding CTAs on the end. So it'd be like I'd take a piece of content and then I'd be like, "Hey, by the way, get the blah blah blah." We don't even do that anymore. just take the ad or take the content and

[1:26] YouTube https://youtu.be/egvfFY8Rv0k?t=79 || Ads Have Changed Forever
then just just literally put an overlay. Just put a banner that's just like click to to grab a thing. Like it people get it. They're they're they're like if the thing was good, they're like that was good. I'll I'll take the action the ad platform, you know, allows me to take right now. Whatever the whatever the

[1:41] YouTube https://youtu.be/egvfFY8Rv0k?t=94 || Ads Have Changed Forever
thing is, whatever the widget is. If I if I'm leading to a a workshop thing or if it's like hey here a scaling road map or here are the books whatever like you I could use the same piece of content as long as it's relevant to whatever you know whatever your thing is and most of you guys are still talking about the

[1:56] YouTube https://youtu.be/egvfFY8Rv0k?t=109 || Ads Have Changed Forever
same topic so it should be fine for me because I do have a wide breath like it would make less sense for me to have a philosophical conversation about work output and then lead to book maybe but like if I'm talking about like more in-depth work stuff like that middle of funnel bottom of funnel stuff the stuff

[2:11] YouTube https://youtu.be/egvfFY8Rv0k?t=124 || Ads Have Changed Forever
that has lots of saves crush. Crush. And the reason I think that saves thing is important for you guys is look at the content that you have that gives you the most follows, not the most views. Look at the content that has the most saves. Try running those as your ads. And the nice thing is with Andromeda, too, you lose so little

[2:28] YouTube https://youtu.be/egvfFY8Rv0k?t=141 || Ads Have Changed Forever
running a bad ad. So, like at the very least, some of you guys aren't putting out 450 pieces of content a week anyways, right? And so like if you're putting out 20, just put all 20 up and just run them and you'll you'll be amazed at how much better they're performing. And I think I mean this sounds obvious now, but like it's

[2:47] YouTube https://youtu.be/egvfFY8Rv0k?t=160 || Ads Have Changed Forever
100% aligned with the platform objectives. Like a perfect platform would have no ads, right? And so if you can make all of your ads look like content, the platform loves you, right? That's that's nirvana for them is if the world can just have no ads on on Meta or Instagram or Tik Tok or whatever because like as long as the there's

[3:10] YouTube https://youtu.be/egvfFY8Rv0k?t=183 || Ads Have Changed Forever
purchase intent which we know that content creates purchase intent that's why everyone's here. So we know that and we just didn't combine the two. So this has been this is 100% the direction that that we've already gone in and you guys if you just start doing it immediately you'll be ahead by a year. So and if

[3:24] YouTube https://youtu.be/egvfFY8Rv0k?t=197 || Ads Have Changed Forever
you're in Latin America you'll be ahead by five years. So you just take your best res for example and you just write a banner with a CTA. Yes. for them to download. Click the thing to get the thing. You know what's interesting? We tried the reverse of that. We took our best ads and posted them as content and it

[3:38] YouTube https://youtu.be/egvfFY8Rv0k?t=211 || Ads Have Changed Forever
didn't work. Oh, well, we're like, oh, like, all right, move on. We static image. We haven't made a piece of content since then. Um, well, I think part of that might be bottom middle ofunnel stuff. Like the one thing that ads give you, right, that organic won't is that it'll give you reach, right? You pay for the reach.

[4:01] YouTube https://youtu.be/egvfFY8Rv0k?t=234 || Ads Have Changed Forever
Like that's the trade. Like they wouldn't normally boost this because it's not good enough content to get displayed because it's more right hookie, right? And so you have to pay the platform to do it. They if it's if it's good enough, it's valuable enough on its own, they'll distribute it for free. Now, if you put money behind it, they'll

[4:15] YouTube https://youtu.be/egvfFY8Rv0k?t=248 || Ads Have Changed Forever
super distribute it for free. But what we did find is our best ads were made by short form creators. So like there is a move there. It works taking what works organically and running it as an ad. Not so much the other way. But yeah, but I think great for brand too. Real quick, I'm going to show you the

[4:31] YouTube https://youtu.be/egvfFY8Rv0k?t=264 || Ads Have Changed Forever
exact 10 stage 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 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

[4:47] YouTube https://youtu.be/egvfFY8Rv0k?t=280 || Ads Have Changed Forever
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, brick and mortar, all of this. And it works. And it's my gift to you. It's absolutely free. And so the

[5:02] YouTube https://youtu.be/egvfFY8Rv0k?t=295 || Ads Have Changed Forever
link's in the description, but you just go acquisition.comromadap. Just enter your info and it'll spit it right back to you. Offer.


VIDEO
TITLE: Specificity Gets Past the Spam Blocker in People’s Brains
URL: https://youtu.be/eiAgZ0lHQok
PRIMARY_TOPIC: content
TOPICS: content, content, ads, niche

[0:00] YouTube https://youtu.be/eiAgZ0lHQok?t=0 || Specificity Gets Past the Spam Blocker in People’s Brains
thoughts on patent specificity and how can other community owners apply that? Yeah. So copy is strengthened through specificity. So if you if you speak in broad terms, right? So let me I'll explain what I mean. So if I say lose weight fast, all of those terms, there's banner blindness around the terms. It's

[0:20] YouTube https://youtu.be/eiAgZ0lHQok?t=13 || Specificity Gets Past the Spam Blocker in People’s Brains
not that those like if you said lose weight fast and you went to the middle of America where no one had ever seen you went to an Amish person, right? And they believed you because you're an Amish person, too. If you said lose weight fast, you might actually have a super high conversion rate because they'll just believe you. The problem is

[0:33] YouTube https://youtu.be/eiAgZ0lHQok?t=26 || Specificity Gets Past the Spam Blocker in People’s Brains
that that happened once when you were 11 and then you didn't lose weight fast and then it's like okay, then you start developing banner blind. You start learning that people are not honest. All right? And so the way that you get around that like auto block that people already have in their own brains, you

[0:47] YouTube https://youtu.be/eiAgZ0lHQok?t=40 || Specificity Gets Past the Spam Blocker in People’s Brains
have spam blocker on your computer, you have spam blocker in your brain, is that you get past the spam blocker by being specific. And so if I say, listen, you know, entrepreneurs, entrepreneurs work harder than other people, that's not going to like really resonate. But if I said entrepreneurs miss more dance recital, miss more

[1:06] YouTube https://youtu.be/eiAgZ0lHQok?t=59 || Specificity Gets Past the Spam Blocker in People’s Brains
baseball games, and stress out over paying payroll at the last of the month, right, when taxes are due, all of a sudden you're going to get a very different response because I'm just being specific about what it looks like to quote work hard, which sometimes is sacrificing things that you want, right?

[1:21] YouTube https://youtu.be/eiAgZ0lHQok?t=74 || Specificity Gets Past the Spam Blocker in People’s Brains
So you just want to be specific. Now, don't use that example. use use the example that's you know relevant to your audience. But that's that's the idea is you want to be as specific as possible.


VIDEO
TITLE: How to Turn Your Content Into a Business
URL: https://youtu.be/exF37VV4bkE
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/exF37VV4bkE?t=0 || How to Turn Your Content Into a Business
For creators who want to follow in your footsteps, do you think you'd advise them to double down on the creative distribution side of what they do or to try and get better at the b building business piece of what you do? Really interesting question. Um, I think it depends on your goal. So, if your goal is to make money, then

[0:17] YouTube https://youtu.be/exF37VV4bkE?t=10 || How to Turn Your Content Into a Business
learn the money game. If your goal is to make content, then get, you know, just keep making content. I had a conversation with other Uber creators not that long ago, and we operate at acquisition.com off the theory of constraints. And so the positive the theory of constraints is that any system will grow until it's constrained and

[0:32] YouTube https://youtu.be/exF37VV4bkE?t=25 || How to Turn Your Content Into a Business
then grow no further. And so um you know these these gentlemen had like subscribed to that and they said hey Alex I think we understand what our constraint is. You know we have our our media and our content creation machine. The the constraint of it is like we need better editors for whatever so we can

[0:48] YouTube https://youtu.be/exF37VV4bkE?t=41 || How to Turn Your Content Into a Business
get even more leverage on our time. And I said what's the goal? And they said uh we want to make money. And I remember kind of like smiling about this and I was like, "Your constraint is not that you're a 97 out of 100 on content. It's that you're a zero out of 100 on monetization." If you don't care really

[1:04] YouTube https://youtu.be/exF37VV4bkE?t=57 || How to Turn Your Content Into a Business
about making money and your passion is making videos about whatever it is that you make videos about, then like congratulations. You're making videos about this was Yeah. You were like, "If I could just quit my job and make videos about Dungeons and Dragons, then like I would do it." And it's like awesome, you

[1:18] YouTube https://youtu.be/exF37VV4bkE?t=71 || How to Turn Your Content Into a Business
won. Like so now where to from here? But there are creators that I've talked to who I'm like, "Hey, so what do you They're like, "Dude, I just want to make money." And if that's the case, then you got to learn the game. 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.

[1:31] YouTube https://youtu.be/exF37VV4bkE?t=84 || How to Turn Your Content Into a Business
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

[1:46] YouTube https://youtu.be/exF37VV4bkE?t=99 || How to Turn Your Content Into a Business
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 the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so, no

[1:59] YouTube https://youtu.be/exF37VV4bkE?t=112 || How to Turn Your Content Into a Business
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

[2:12] YouTube https://youtu.be/exF37VV4bkE?t=125 || How to Turn Your Content Into a Business
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: Your About Page Isn’t Selling - Here’s Why
URL: https://youtu.be/f6csLULEuA4
PRIMARY_TOPIC: content
TOPICS: content, content, offers, community

[0:00] YouTube https://youtu.be/f6csLULEuA4?t=0 || Your About Page Isn’t Selling - Here’s Why
Please roast me my about page. Let's see. Let's take a gander, shall we? All right. Um, understand for yourself. Okay. Have you gone through the uh the actual page roasts? because I would um I would throw that in there. Uh because you probably want to have a little bit more social proof if you can afford it. Uh

[0:34] YouTube https://youtu.be/f6csLULEuA4?t=27 || Your About Page Isn’t Selling - Here’s Why
this is where I would have people go for like help people for free, get them to leave you a testimonial so you can get like 10. I would say that's a nice rule of thumb is like get about 10 testimonials of people that you've helped do whatever it is you do. So decoding human behavior. um so help them

[0:51] YouTube https://youtu.be/f6csLULEuA4?t=44 || Your About Page Isn’t Selling - Here’s Why
and then put those testimonials up here and I'd rather them be written uh and highlighted around the key points with maybe an image or screenshots from inside of the community. I think those will be the main things. Um beyond that, we want to talk about the features. So these two don't convince me to buy. So I

[1:11] YouTube https://youtu.be/f6csLULEuA4?t=64 || Your About Page Isn’t Selling - Here’s Why
want each of these images probably one of these or two of these to be lots of compelling proof or my favorite version of this is feature proof related to feature being the thing that unlocked their human whatever right so it's like if I have my you know decoder method and then I've got Sarah who's like man the decoder method on its

[1:33] YouTube https://youtu.be/f6csLULEuA4?t=86 || Your About Page Isn’t Selling - Here’s Why
own was worth this whole thing I like I had you know I fixed all this in my past whatever and then the next one is the the sixstep, you know, stress framework, whatever. And then you've got John who's like, "This thing is worth its weight in gold. I would have paid two years, you know, I went I paid

[1:48] YouTube https://youtu.be/f6csLULEuA4?t=101 || Your About Page Isn’t Selling - Here’s Why
$5,000 of therapy and I didn't even get this kind of clarity and I got in the first week." Right? So, you want each of the features to be paired with a testimonial or two that proves that the thing is valuable. And so, that's what each of these things are. And I would lead with the video. Uh, so that

[2:05] YouTube https://youtu.be/f6csLULEuA4?t=118 || Your About Page Isn’t Selling - Here’s Why
probably be the the the first one actually. I mean that one I haven't split test on. So that so that's that's just a personal preference. Um and then let's see this first guy. Uh follow your heart. So this doesn't increase the likelihood that I buy. Um and so I want this I want this to be a promise. Okay.

[2:22] YouTube https://youtu.be/f6csLULEuA4?t=135 || Your About Page Isn’t Selling - Here’s Why
So you want promise and you want some level of proof. Okay. So promise would be like uh we help you get this result in this period of time and then some sort of unique method. And then proof would be 38% of people within the first month knock out one of their core anxiety things. Whatever, right? You

[2:39] YouTube https://youtu.be/f6csLULEuA4?t=152 || Your About Page Isn’t Selling - Here’s Why
want to show that. And if you're like, well, I don't have that stat. That's why you survey your members so that you can get data so you can make those claims. Okay, so that's the stuff on this page. Uh, let's look here. So, harsh awakening, cockroaches in the floor, 200,000 in the bank. Okay. Um, sounds

[2:55] YouTube https://youtu.be/f6csLULEuA4?t=168 || Your About Page Isn’t Selling - Here’s Why
familiar. I don't think this will actually sound familiar for a lot of people having 200,000 in the bank account. Um, I don't I don't think that'll resonate. So, this is weird because on one hand you're trying to show rock bottom and on the other hand you're saying you have a lot of money and I think it's confusing. So, either

[3:09] YouTube https://youtu.be/f6csLULEuA4?t=182 || Your About Page Isn’t Selling - Here’s Why
like either flex about the money or the money has nothing to do with like either either pick rock bottom or rock top. Don't do both. So, rock top is I you know I had the penthouse. I had everything but like in inside I felt meaningless and I didn't want to keep living. That's a rock top moment. Rock

[3:30] YouTube https://youtu.be/f6csLULEuA4?t=203 || Your About Page Isn’t Selling - Here’s Why
bottom is, you know, I just I just woke up with vomit on my shirt and a needle still stuck in my arm and I was like, where am I? I need to change something about my life. That's rock bottom, right? You have to pick whether you're going rock bottom or rock top. And you know, candidly, richer people have rock

[3:46] YouTube https://youtu.be/f6csLULEuA4?t=219 || Your About Page Isn’t Selling - Here’s Why
top moments. So, if you're going to sell to wealthier people, maybe that's who you want to attract if you're going to have that be the lead. Um, again, I'm not I'm not against a story lead, but I'm guessing that most of the people who are going to this know who you are, at least at this level. So, I'd probably

[4:02] YouTube https://youtu.be/f6csLULEuA4?t=235 || Your About Page Isn’t Selling - Here’s Why
start with the promise of like what you're actually going to help them do. And so, um, when your heart's so big, okay, so this looks very poetic, but it's it has no fe like what do I like I have no idea what I get in here. And so, we just need to be really tangible about what it is that they're going to get,

[4:19] YouTube https://youtu.be/f6csLULEuA4?t=252 || Your About Page Isn’t Selling - Here’s Why
why it's important, and how it works. That's it. And then the rest of this is proof that it will work for them. And we use the rest of these people as basically trying to cover or paper different avatars saying like, okay, if I've got Sarah who's 60 and she's black and I've got Brian who's 25 and he's

[4:38] YouTube https://youtu.be/f6csLULEuA4?t=271 || Your About Page Isn’t Selling - Here’s Why
white and I've got, you know, whatever, Lee who's Asian and whatever, right? Like that's the point. Say you want to show different demographics, different ciphographics, different age groups. And if if you're trying to go wider, if you want to just do dudes, again, I don't know the who here. So, there's a lot of things you got to get

[4:55] YouTube https://youtu.be/f6csLULEuA4?t=288 || Your About Page Isn’t Selling - Here’s Why
clear on. You got to get who am I trying to serve? What am I going to help them do? How am I going to help them do it? When am I going to help them do it by? And this is just for everybody here. It's like if you don't know how to answer the the who, what, where, when, why questions, start there. Like, like

[5:09] YouTube https://youtu.be/f6csLULEuA4?t=302 || Your About Page Isn’t Selling - Here’s Why
just go through the questions and it makes this a lot easier to make these sales pages. And the rest of it is just proof related to each of those points that you really can do what you say you can do. Okay, cool. You guys like that? Great.


VIDEO
TITLE: Why Marginal Returns are Still Worth a Shitload of Work
URL: https://youtu.be/fCj_WSw2RIk
PRIMARY_TOPIC: content
TOPICS: content, mindset, productivity, content

[0:00] YouTube https://youtu.be/fCj_WSw2RIk?t=0 || Why Marginal Returns are Still Worth a Shitload of Work
Why do a hundred iterations of something where you're getting marginal returns? So my my initial response is marginal returns are still returns. Um but beyond and I think that most most games are won at the edges, right? They're one in the margins. And so the benefits in most systems acrew to the person who's number one. And even if

[0:22] YouTube https://youtu.be/fCj_WSw2RIk?t=15 || Why Marginal Returns are Still Worth a Shitload of Work
you're number one by a tenth of a second, you're still number one. And you get a disproportionate amount of the gains. And so I've been rewarded so many times historically for just getting a tiny bit better with a shitload of work that I still it's still worth it. So I have de I have diminishing returns in

[0:38] YouTube https://youtu.be/fCj_WSw2RIk?t=31 || Why Marginal Returns are Still Worth a Shitload of Work
skill but gigantic absolute returns in in what I get for getting that increment that very small increment. And so to put math behind it, if I have, you know, 500,000 people who were signed up for, you know, the book launch, if I knew that there was going to be a stage that had 5,000 people, I'd probably prepare. Like, I'd probably

[0:59] YouTube https://youtu.be/fCj_WSw2RIk?t=52 || Why Marginal Returns are Still Worth a Shitload of Work
prepare. Well, imagine a hundred times that. Mhm. Where each increment is an entire stadium, you mean or gigantic arena of people. Well, if that's the case, then like I will get a good return on that. Now, if I'm going to have a presentation in front of 100 people, if I get 1% better, maybe it affects one more

[1:18] YouTube https://youtu.be/fCj_WSw2RIk?t=71 || Why Marginal Returns are Still Worth a Shitload of Work
person. But if I get 1% better in front of 500,000 people, it's 5,000 people. And so, it makes sense there to. So, it's like again, it's an allocation of resources thing. I will prep that much because it's worth it. If it's not worth it, I'm not going to do that kind of preparation. So, it's efficiency equals work over

[1:35] YouTube https://youtu.be/fCj_WSw2RIk?t=88 || Why Marginal Returns are Still Worth a Shitload of Work
returns. Yeah. Totally. So in in other words, it's highly efficient even though from the outside it sounds feels inefficient because you're just getting just a little bit better, but it's being magnified by it's relative versus absolute. So I had this decision because we have this big, you know, book launch coming up and

[1:48] YouTube https://youtu.be/fCj_WSw2RIk?t=101 || Why Marginal Returns are Still Worth a Shitload of Work
we're saying like um I won't share too much, but like we we're have such big numbers that I'm expecting um of people who are going to be coming because last one was awesome and um this is the third book, you know. Do you have a date for that? Yeah. Yeah. August 16th. Okay. Yeah. Just announced that.

[2:03] YouTube https://youtu.be/fCj_WSw2RIk?t=116 || Why Marginal Returns are Still Worth a Shitload of Work
So it's not exactly on my wedding day. That's great. Yeah. Yeah, it's not exactly underwhelming. We'll try to make it out. Um, and so, uh, the point though is that, uh, that if if someone says, "Ah, that's going to be, you know, if we if we add that little, you know, you know, an abandoned cart sequence for the book,

[2:21] YouTube https://youtu.be/fCj_WSw2RIk?t=134 || Why Marginal Returns are Still Worth a Shitload of Work
like, h it sounds like work." It's like, dude, we're going to have a million people register. So, 2%, right, is 20,000 more books sold, right? which is uh and I've got some goals that I have around the book that I'll share after the launch, but um like yeah, man, it's worth it. Like some there's some businesses that do entire

[2:40] YouTube https://youtu.be/fCj_WSw2RIk?t=153 || Why Marginal Returns are Still Worth a Shitload of Work
campaigns that don't even come close to that. Yes, we're going to we're going to hit all the little crumbs. We're going to hit all the little crumbs because the thing is when you have that much scale going through it, the crumbs become bakeries, right? Um and so yeah, and I I would say like I I tend to be a maximizer more than an

[2:54] YouTube https://youtu.be/fCj_WSw2RIk?t=167 || Why Marginal Returns are Still Worth a Shitload of Work
optimizer in general. And I want to double click on what you said. You you want to share your goals after. talk to me the pros and cons of sharing your goals ahead of when you're going to do them versus It's a great question. Um I say so I think of this is like does sharing the goal there's two components. So one is

[3:12] YouTube https://youtu.be/fCj_WSw2RIk?t=185 || Why Marginal Returns are Still Worth a Shitload of Work
or at least two components that I think of which is does sharing the goal increase the likelihood the the goal occurs and the second thing is does sharing the goal give me some other benefit. So I think Babe Ruth calling a shot and then hitting the home run acrews a benefit to like for him calling the shot. If he had just hit a home run,

[3:30] YouTube https://youtu.be/fCj_WSw2RIk?t=203 || Why Marginal Returns are Still Worth a Shitload of Work
no one would remember it. And so there's other benefits. Now does him calling the shot increase the likelihood that he hits the goal? On one hand, maybe his adrenaline spikes because now he has way higher stakes. On the other hand, maybe the pitcher pitches a little bit nastier, too. Um and decreases the

[3:45] YouTube https://youtu.be/fCj_WSw2RIk?t=218 || Why Marginal Returns are Still Worth a Shitload of Work
likelihood. So there's a little bit of, you know, there's there's multiple variables at play. Um, but I think that if I shared uh all the goals that I have around it, um, I don't know if it'd increase likelihood. And for me, even if it's a null outcome, like it doesn't increase or decrease, for me, it would

[4:00] YouTube https://youtu.be/fCj_WSw2RIk?t=233 || Why Marginal Returns are Still Worth a Shitload of Work
take the take the spot of a different messaging, that would increase the likelihood. And so, by default, the opportunity cost of the headsp space that it would take up to talk about it in the prospect, the audience's mind is not worth the real estate. I'd rather fill it with something that's more uh

[4:19] YouTube https://youtu.be/fCj_WSw2RIk?t=252 || Why Marginal Returns are Still Worth a Shitload of Work
salient to them. 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

[4:34] YouTube https://youtu.be/fCj_WSw2RIk?t=267 || Why Marginal Returns are Still Worth a Shitload of Work
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 each of functions of the

[4:47] YouTube https://youtu.be/fCj_WSw2RIk?t=280 || Why Marginal Returns are Still Worth a Shitload of Work
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,

[5:01] YouTube https://youtu.be/fCj_WSw2RIk?t=294 || Why Marginal Returns are Still Worth a Shitload of Work
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. 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

[5:15] YouTube https://youtu.be/fCj_WSw2RIk?t=308 || Why Marginal Returns are Still Worth a Shitload of Work
we'll do this in person live.


VIDEO
TITLE: You Have 4 Options. Pick One.
URL: https://youtu.be/f_KerxtvB5E
PRIMARY_TOPIC: content
TOPICS: content, leads, content, cold-outreach, closing

[0:00] YouTube https://youtu.be/f_KerxtvB5E?t=0 || You Have 4 Options. Pick One.
I feel a bit lost after watching the videos. I'm not exactly sure what to do. Do I just make videos on YouTube until people come into my school program? Bro, no. There's no way you got lost by watching my stuff. I think if we're like I'm going be there's no way. You watch like two videos and said now that you're lost because you watched something that was niche. If you Okay,

[0:22] YouTube https://youtu.be/f_KerxtvB5E?t=15 || You Have 4 Options. Pick One.
you tell people about your That's advertising. You let them know you can make content, you can do outreach, you can run ads. Those are your options. Option four is you partner with somebody who already has an audience. That's all you can do right now. One of those four. Pick one. Don't care. You make an about page. You push by CTA from all of those things to your about page. Now, if you're new, you get on the

[0:44] YouTube https://youtu.be/f_KerxtvB5E?t=37 || You Have 4 Options. Pick One.
phone with those people and you sell to them. Even though it's a low ticket because you're going to get to know them better and you're going to learn the script. You're going to learn how to sell. You're going to start adapting things. You figure out what people actually want. You'll sell them. You'll send them the link. They'll buy.

[0:55] YouTube https://youtu.be/f_KerxtvB5E?t=48 || You Have 4 Options. Pick One.
Actually, that's it. That's the whole business.


VIDEO
TITLE: How To Become a Better Communicator
URL: https://youtu.be/gX47g_SOWDg
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/gX47g_SOWDg?t=0 || How To Become a Better Communicator
You are one of the best communicators I've ever come across in real life or on YouTube or podcasts etc. How have you become such a good communicator? Break that down for us. Um I I'd love that the response starts with um uh filler filler filler. Right. Yeah. Um It comes down to every everything that

[0:32] YouTube https://youtu.be/gX47g_SOWDg?t=25 || How To Become a Better Communicator
we've talked about which is you have to define the terms. That's like that's really it. Like if we think about communic like what is communication right? Um so what is so what is the objective of communication? So I would ask that and to communicate information. What do you think? What do you think? So

[0:47] YouTube https://youtu.be/gX47g_SOWDg?t=40 || How To Become a Better Communicator
what is the output of communication if I were to ask you? It's interesting because when you say that my head goes to two different things. One is sounding really smart. Sure. Yeah. And very charismatic and the other one is transferring knowledge. Okay. So, so for me the purpose of communication is solely to change

[1:02] YouTube https://youtu.be/gX47g_SOWDg?t=55 || How To Become a Better Communicator
behavior. That's it. It's the only reason only reason that we communicate anything to somebody else is to change their behavior. Now, if we want to sound smart, it's because we want to change their behavior around how they treat us in some way. We want them to treat us like they treat people who they think

[1:15] YouTube https://youtu.be/gX47g_SOWDg?t=68 || How To Become a Better Communicator
are smart, right? Uh which elevated status. Sure. Uh on the flip side, um what was the other one you had? So, one was the being smart, the other one was the smart, the other transforming of essentially. Yeah. And so if I if I want to transfer information, I don't actually want to transfer information. I want to get

[1:31] YouTube https://youtu.be/gX47g_SOWDg?t=84 || How To Become a Better Communicator
someone to do something. Right? So either of these situations is the purpose of communication is to change what they do. And so if if we if we if we say that is the the point of communication, then being very clear about what I want someone to change makes it way more effective. And so you waste so few words when

[1:52] YouTube https://youtu.be/gX47g_SOWDg?t=105 || How To Become a Better Communicator
you're clear, which is what I want you to do. And so on the flip side, I listen with that filter, which is um I had a I had a meeting with a VC um so they're on the board of one of the companies that we're invested in. Um and they wanted to touch base and I was like, "Okay." And I asked five times during the meeting. I

[2:11] YouTube https://youtu.be/gX47g_SOWDg?t=124 || How To Become a Better Communicator
said, "What would you like me to do as a result of this meeting?" And they're like, "Well, we just wanted to, you know, just get your perspective." And I was like, "What is going to change about reality as a result of us talking?" And there wasn't really a clear answer. And that for me just drives me absolutely

[2:25] YouTube https://youtu.be/gX47g_SOWDg?t=138 || How To Become a Better Communicator
bananas. And so then I have to infer what I think the because obviously there is a point for the meeting. Mhm. And so there, you know, be like there is a point. There's either they're going to tell me or I have to figure it out. Um but that's that's allowed me to um make such stronger predictions on on what

[2:46] YouTube https://youtu.be/gX47g_SOWDg?t=159 || How To Become a Better Communicator
someone wants from me and also if I want something to occur. um asking like even simply like if you have a if you have an employee who's who messes something up, right? The natural instinct is you want to punish them in some way because you're just upset that they mess something up, right? This is a very human thing to do.

[3:04] YouTube https://youtu.be/gX47g_SOWDg?t=177 || How To Become a Better Communicator
But if I think to myself, what would I like to have happen? What do I want to occur? It actually fundamentally changes what I'm going to say to this person. I'll give you a perfect example of this. So um gosh I want to say six seven years ago I had I launched a company called done for you meals. So we had our

[3:20] YouTube https://youtu.be/gX47g_SOWDg?t=193 || How To Become a Better Communicator
distribution of gyms and I thought man we could do done meals. I partnered with the white labeling you know company that did it and then we launched it right. So this was a huge launch for me at the time and we had 4,000 gyms who had signed up to you know attend the launch. So 4,000 locations saying that they

[3:35] YouTube https://youtu.be/gX47g_SOWDg?t=208 || How To Become a Better Communicator
wanted to distribute meals is a lot of locations like that would have been really big. And so the day before the launch uh was supposed to happen, my call it my secretary sent out the text at noon saying we're live 24 hours early. And so now all 4,000 of these people are like, I thought it was tomorrow, but people

[3:57] YouTube https://youtu.be/gX47g_SOWDg?t=230 || How To Become a Better Communicator
were like, well, they said they're live. And so they start hopping on this Zoom after like probably a million dollars in advertising and months and months of prep for this launch. And so, um, she's like, "What do I do?" And I was like, "You need to hop on the Zoom and you need to have a sign that says, you know, we messed up." And so,

[4:13] YouTube https://youtu.be/gX47g_SOWDg?t=246 || How To Become a Better Communicator
people hopped on and we're like, "God damn it, hopped on." Like, just over and over again. And she just stood there with the sign telling people, "My bad, it was there tomorrow." And so after that, you know, onslaught, she um, you know, I I met up with her and she said, "Um, don't worry. I'm packing my stuff.

[4:29] YouTube https://youtu.be/gX47g_SOWDg?t=262 || How To Become a Better Communicator
Like, you know, I'm I'm I'm sorry. I I'll I'll get I'll get out." And I was like, "What are you talking about?" And she was like, "Well, I'm assuming you're firing me." I was like, "Well, does this increase or decrease the likelihood that you're going to make a mistake again in the future?" And she was like, "Well, I

[4:45] YouTube https://youtu.be/gX47g_SOWDg?t=278 || How To Become a Better Communicator
mean, I'll never make this mistake again." I was like, "Right, so you're technically more valuable to me now than you were before." And so I was like, "I just paid a million dollars for you to learn this lesson and never make the mistake again." I was like, "I will always trust you with my launches cuz you will never

[4:57] YouTube https://youtu.be/gX47g_SOWDg?t=290 || How To Become a Better Communicator
have this happen again." Now if somebody has a history of many many many mistakes which this person didn't then might have been maybe different but this one I was like I was sure I mean she was hor she was the type of person that would that she would like die of anxiety in front she actually doesn't even get into it but like she

[5:10] YouTube https://youtu.be/gX47g_SOWDg?t=303 || How To Become a Better Communicator
had huge anxiety issues around this stuff and so for her to make this kind of mistake was like gargantuan um and so thinking about it from that perspective of course I was upset but what is it me yelling at her increases the likelihood that she makes a mistake again in the future because she's stressed

[5:26] YouTube https://youtu.be/gX47g_SOWDg?t=319 || How To Become a Better Communicator
So thinking always through that filter has has double click on that. Why would that in So let's say there's a launch 3 months later. Why is she let's say you yelled at her the first time. Why does that increase chance? Well, I think that she'll just she'll just have increased anxiety and she already had too much anxiety. So if

[5:43] YouTube https://youtu.be/gX47g_SOWDg?t=336 || How To Become a Better Communicator
anything, anxiety leads to errors. Yeah. Yeah. Exactly. Why is that? Um that I don't know. I would just say that I've observed people who are very stressed out in like if you go on stage and you're very stressed, you do worse than if you're relaxed, I would say in general. And so people don't do as well

[5:54] YouTube https://youtu.be/gX47g_SOWDg?t=347 || How To Become a Better Communicator
when they have super high adrenaline. That would be my my pseudoscientific guess. Um, but that has been my filter and that has has led to like such higher percentage goal achievement and behavior change in the direction that I want. And so this also works with relationships. Like if you have your wife and it's like

[6:13] YouTube https://youtu.be/gX47g_SOWDg?t=366 || How To Become a Better Communicator
you're upset about something, but it's like does this increase or decrease the likelihood she wants to talk to me? Does this increase or decrease the likelihood that she does this thing again in the future? And that has I'm telling you like that has been so you asked the question of like why are you such a

[6:26] YouTube https://youtu.be/gX47g_SOWDg?t=379 || How To Become a Better Communicator
clear communicator or quote good communicator. It's like number one I define communication as change behavior and number two I'm very clear about what behavior I want to change and I only think in service of that goal and that's it. So set another way, yeah, what you say in a YouTube video gets people to change and that ties it back

[6:44] YouTube https://youtu.be/gX47g_SOWDg?t=397 || How To Become a Better Communicator
to they're conscious of this that ties it back to your content versus I might listen to somebody else and it sounds really smart but it's not actionable and doesn't change my life as much as a herozi clip. And that's what you would attribute to your communication, not some kind of stylistic ways of talking or some

[7:02] YouTube https://youtu.be/gX47g_SOWDg?t=415 || How To Become a Better Communicator
rhetorical device. Maybe there are some um I would say they're not super conscious. I would say some rhetorical devices might be like aliteration. I know like if I can say something that aliterates it like people tend to like it. Give me an example. Um shoot I don't know we just look at my Twitter you know like but like if I say

[7:18] YouTube https://youtu.be/gX47g_SOWDg?t=431 || How To Become a Better Communicator
you know if say if you if you repeat words in a sentence or if you have you know flips of like um it's more sentence structure. It's not the X to the Y, it's the Y to the X, right? That's almost always going to be something that's going to convert no matter what the the X's and Y's are if if the sentence still makes sense in

[7:42] YouTube https://youtu.be/gX47g_SOWDg?t=455 || How To Become a Better Communicator
both. So, you like kind of look for those like isms that that make sense. Um words that are similar in nature. Um you know, exploration and exploitation have all talked about that like he used those words because they sound similar and they start start with the same letter, right? And so because if if it

[7:59] YouTube https://youtu.be/gX47g_SOWDg?t=472 || How To Become a Better Communicator
rhymes, it means it's true. Uh I'm joking. But like we do remember that, right? Like um and so where this gets really nasty in a cool way. Um is that if you want to change someone's behavior, the most effective way to change their behavior is for them to think it's their idea. For them to think it's their idea, it

[8:18] YouTube https://youtu.be/gX47g_SOWDg?t=491 || How To Become a Better Communicator
means they have to remember it. And so by making things that are rememberable, people will forget that you were the one who said it, but then they will think that they said it or they thought it and then they will believe it's true and then they will act on it. And so having rhetorical style increases likely that

[8:32] YouTube https://youtu.be/gX47g_SOWDg?t=505 || How To Become a Better Communicator
you change someone's behavior basically visav that that pathway. Um so that's on the stylistic part, but I still think the vast majority of it um to what you originally brought up is if I can give people clear instructions on what to do and then they do those things and they get the outcome, it will

[8:51] YouTube https://youtu.be/gX47g_SOWDg?t=524 || How To Become a Better Communicator
increase the likelihood that they listen to my instructions again in the future. And then somehow their brains are are linking it. So the dopamines are getting released ahead of the time that you're even talking because the last three times that they've listened to you. History of reinforcement. Yeah, it's history of reinforcement. So

[9:06] YouTube https://youtu.be/gX47g_SOWDg?t=539 || How To Become a Better Communicator
it's not really what you're saying. It's the history of providing value added advice to people that basically makes people just in encapsulated what you're saying. And I'll give you I'll give you an example. So of I had this happen to me. So I'm not a huge uh I I don't I don't consume very much. We talked about this

[9:24] YouTube https://youtu.be/gX47g_SOWDg?t=557 || How To Become a Better Communicator
earlier, but I I saw this clip by Huberman and I don't listen to much biohacking stuff in general. Um, but he said this thing that was like, "How to get rid of hiccups if you have hiccups." And I watched it and I was like, "Huh, I'll remember that." And then I had hiccups like a month later. And then I

[9:42] YouTube https://youtu.be/gX47g_SOWDg?t=575 || How To Become a Better Communicator
remembered the clip and then I did the thing in the clip and my hiccups went away. And in that instance, in that moment, he gained influence over me. I am more likely to listen to something else he says in the future to solve a future problem that he prescribes a solution for. And that happens whether you want it to

[10:00] YouTube https://youtu.be/gX47g_SOWDg?t=593 || How To Become a Better Communicator
or not. That's what's even more nasty about that for you to even remember that clip. You already had some level of subservience or status to him speaking enough to try it. We we have a there was a study Queens University. We have 6,200 thoughts per day. used to be there's there's this old tale that's like 60 to 80,000 but 6200 per

[10:21] YouTube https://youtu.be/gX47g_SOWDg?t=614 || How To Become a Better Communicator
day. So we and we forget almost all of them. So you don't even remember all the thoughts that you forgot. So the fact that you even remembered to try it itself there was status and then and then you were reinforced. Yeah. And so so fun fun functionally that is all I'm trying to do within a very narrow audience of business owners

[10:38] YouTube https://youtu.be/gX47g_SOWDg?t=631 || How To Become a Better Communicator
which is if I can give and this is where it separates from I read this book I thought it was good and I read Heros's book and it made me this much money that is what I am going for and if I do that like there's I think it was Boardwalk Empire um he says uh nothing says sorry like money um or nothing

[10:57] YouTube https://youtu.be/gX47g_SOWDg?t=650 || How To Become a Better Communicator
makes friends like money I can't remember what the saying was but I just I remember hearing that and being like that's cute I will remember that. And so it's like, well, what do most business owners want? Well, most of them want to grow. Most of them want to make more money. Well, why don't I just give them

[11:08] YouTube https://youtu.be/gX47g_SOWDg?t=661 || How To Become a Better Communicator
instructions that I think will increase the likelihood that occurs. Now, when I do that over a massive population, there's going to be a good percentage of people that will be better off from directly following that thing. Like, I think Martha Stewart was one of the most influent or was the first female

[11:22] YouTube https://youtu.be/gX47g_SOWDg?t=675 || How To Become a Better Communicator
billionaire self-made because of the nature of her content. So the reason that uh entertainers have significantly less influence than educators is because entertainers never give you anything to do. They just distract you. The point like what is they never let you disappoint yourself, right? What is the output of

[11:39] YouTube https://youtu.be/gX47g_SOWDg?t=692 || How To Become a Better Communicator
entertainment? The output of entertainment or what's the point of it is to continue to be watched. That's it. The only point of entertainment is to be consumed. Now the point of education is to change behavior. Now can these two things occur at the same time? For sure, right? Like if you watch the Avatar

[11:54] YouTube https://youtu.be/gX47g_SOWDg?t=707 || How To Become a Better Communicator
movie, plenty of people at the end of the movie felt more green earth and might have you know changed their changed their behavior. So in that instance it would have you know it changed some some some percentage of the population. But if you are a pure educator then you gain more influence because you have

[12:10] YouTube https://youtu.be/gX47g_SOWDg?t=723 || How To Become a Better Communicator
given people instructions. They have followed those instructions and they have improved their lives. And so when they want to improve their lives again and you give them instructions on how to do it which might be buying your thing they're more likely to do so. And so that is why these you have these massive

[12:24] YouTube https://youtu.be/gX47g_SOWDg?t=737 || How To Become a Better Communicator
Tik Tok accounts, you know what I mean, that have 20 million subscribers and they launch a popcorn and no one cares. Whereas you have this micro influencer. I have this this this lady that I met 5,800 followers on Instagram. She only makes content about how to more effectively bill insurance as an RD,

[12:44] YouTube https://youtu.be/gX47g_SOWDg?t=757 || How To Become a Better Communicator
registered dietitian. That's all she does. She just talks about how to better bill insurance for registered dietitians for 5,800 people. Yes. 5,800 people. And she's doing three I think it was three mill it was one or $3 million a year. I can't remember but it was between one and three million dollars a year in that business

[13:01] YouTube https://youtu.be/gX47g_SOWDg?t=774 || How To Become a Better Communicator
with 5,800 followers exclusively sourced from her from her Instagram. And so you say that to like an entertainer plenty of entertainers have uh a million, two million, five million followers and barely make a million dollars a year. She has 5,800 and she's making over a million. And so to me that the

[13:19] YouTube https://youtu.be/gX47g_SOWDg?t=792 || How To Become a Better Communicator
difference there, the differential is just influence. Now does it make sense for the you know the the Logan Pauls and the Mr. Beast to have you know these brands uh that then you know they confer some some status to whatever you know uh company is. I think the the greater value is that they get exp they increase exposure to the

[13:41] YouTube https://youtu.be/gX47g_SOWDg?t=814 || How To Become a Better Communicator
product and the more quote onbrand it is the more similar it is to things that they have reinforced their audience for it then the more likely it it works. Um but this is something that I think a I mean obviously I think a lot about it like why do some entertainers products bomb and other ones succeed?

[14:00] YouTube https://youtu.be/gX47g_SOWDg?t=833 || How To Become a Better Communicator
To me it comes down to 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 us looking over all the portfolio companies we've had and what

[14:16] YouTube https://youtu.be/gX47g_SOWDg?t=849 || How To Become a Better Communicator
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 important part for you, what to do

[14:29] YouTube https://youtu.be/gX47g_SOWDg?t=862 || How To Become a Better Communicator
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 this thing absolutely free. You can go

[14:42] YouTube https://youtu.be/gX47g_SOWDg?t=875 || How To Become a Better Communicator
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

[14:56] YouTube https://youtu.be/gX47g_SOWDg?t=889 || How To Become a Better Communicator
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: “Clients Find Out My Real Age and It Hurts My Business”
URL: https://youtu.be/gcH_31e0wZQ
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/gcH_31e0wZQ?t=0 || “Clients Find Out My Real Age and It Hurts My Business”
So, you're at 10 and something,000. You want to get to a million. Your issue is hiring. 150\. 150\. Excuse me. You want to get to a million? Yep. And your biggest issue is hiring. Yeah. What do you sell? I sell content. So, content. Yeah. So, we we do videos like marketing materials for real estate agents looking

[0:19] YouTube https://youtu.be/gcH_31e0wZQ?t=12 || “Clients Find Out My Real Age and It Hurts My Business”
to market their personal brands and properties. Okay. So, personal branding for them, correct? Okay. Got it. So, uh, what stops you from doing a lot more of that? So, I'm a young entrepreneur and I basically based my own brand off of being a young entrepreneur. My And now you're just going to be a middle

[0:40] YouTube https://youtu.be/gcH_31e0wZQ?t=33 || “Clients Find Out My Real Age and It Hurts My Business”
young white guy. Yeah. So, my business partner is I actually know what you're dealing with because like when I came up, I I started making a lot of money at like 26 27 and they're like, "Alex is so young." And now I'm just like 36 and no one really gives a Yeah. Sorry, keep going. The only problem is like clients find

[1:00] YouTube https://youtu.be/gcH_31e0wZQ?t=53 || “Clients Find Out My Real Age and It Hurts My Business”
out my real age and I use my I technically use my age as a leverage to what I sell. So, social media, I grew up with social media. So, you know, I I know social media better than 60-year-old agents do. Okay. So, my constraint What's up? What's the issue? Just the pitch is wrong? No, people don't trust necessarily older

[1:21] YouTube https://youtu.be/gcH_31e0wZQ?t=74 || “Clients Find Out My Real Age and It Hurts My Business”
people in my business. We based our brand off of being young. Okay. So, you're still young. Yes. But when I hire someone like a new shooter or a director of operations who's 25 and above, they don't necessarily Yeah. They don't necessar I want to say too. Just boomers. Yeah. Yeah. Yeah. Boom. Boomers.

[1:45] YouTube https://youtu.be/gcH_31e0wZQ?t=98 || “Clients Find Out My Real Age and It Hurts My Business”
So, what are you what are you saying though? Like it's it's more of a trust issue with clientele. This is like totally in your head, man. Really? Yeah. 100%. You care. No one else cares. You even think they're old. Hey, I don't think they're I don't think they're old. No, but like you do a little bit because

[2:02] YouTube https://youtu.be/gcH_31e0wZQ?t=115 || “Clients Find Out My Real Age and It Hurts My Business”
you're bringing it up, right? So, like like no one cares. Did you guys care that Jacob Hopkins is 22 at the same time? I got people who are in their late 30s and 40s. People just care about how good you are. So, like people will care about your age for the two seconds before you open your mouth. And then as soon as you open your

[2:21] YouTube https://youtu.be/gcH_31e0wZQ?t=134 || “Clients Find Out My Real Age and It Hurts My Business”
mouth, all of it's like that's like the the the absolute thinnest surface level judgment that someone will make in general. Younger people know less than older people in general. Yeah. But there are also Mark Zuckerberg who was a billionaire at 21. So there's obviously people who know more at a younger age.

[2:38] YouTube https://youtu.be/gcH_31e0wZQ?t=151 || “Clients Find Out My Real Age and It Hurts My Business”
So you just have to demonstrate expertise. Okay. Can I follow up with another question? So on a scaling aspect, we have a lot of realtors, you know, asking us in different areas like Texas, California to come produce the work out there because our content is kind of one of one. It's different and it's

[2:55] YouTube https://youtu.be/gcH_31e0wZQ?t=168 || “Clients Find Out My Real Age and It Hurts My Business”
providing a lot of value. I'm looking at I'm looking at it as more of like a 1099, you know, contracting videographers and teaching them, you know, in that state or region to shoot that kind of property. Okay. But I'm also looking at as kind of like a franchise. What would you do in that situation? Um, okay. I don't I don't I I wouldn't I

[3:23] YouTube https://youtu.be/gcH_31e0wZQ?t=196 || “Clients Find Out My Real Age and It Hurts My Business”
wouldn't think of it as a franchise. Mhm. Um I would like so for for a franchise to be something that you'd really want, it's typically you're going to have some sort of like franchising is just a model for raising money and you dilute selling the most expensive version of it, which is that you're going to give all of the upside

[3:43] YouTube https://youtu.be/gcH_31e0wZQ?t=216 || “Clients Find Out My Real Age and It Hurts My Business”
away except for a small royalty and you're going to do a huge amount of the work. And so in your business, you don't require really any capital to expand, right? So we wouldn't franchise. So that doesn't make sense. Um, if you wanted to have revenue retention for these people who are in, you know, different markets,

[4:01] YouTube https://youtu.be/gcH_31e0wZQ?t=234 || “Clients Find Out My Real Age and It Hurts My Business”
I could see two different ways that you could do it. Well, really three. So, one is they fly to you and then you just book, you do like one day of recording and you get 90 days or six months worth of content for them. And I think that would be a very strong value prop and you could probably charge 25 grand for

[4:15] YouTube https://youtu.be/gcH_31e0wZQ?t=248 || “Clients Find Out My Real Age and It Hurts My Business”
that. Um, that's number one. The other way is that you could fly out. You could fly somebody out to do that. That's the second version also still charging a lot of money. The third way is you can I guess find people basically run ads locally to find videographers to go capture the footage and then do what

[4:31] YouTube https://youtu.be/gcH_31e0wZQ?t=264 || “Clients Find Out My Real Age and It Hurts My Business”
edit centrally. We would we have a team in house to edit. It's more so like the shots like learning the correct shots in order for us to edit. You edit centrally. They they capture locally, right? So, I think I would just consider hiring those people on behalf of the client and then just charging an

[4:49] YouTube https://youtu.be/gcH_31e0wZQ?t=282 || “Clients Find Out My Real Age and It Hurts My Business”
upcharge on the rate that you're like if you, you know, pay them $4,000 a month, you charge five. And but they're paying you five, you pay the person four. And then that way you'll have built-in revenue retention because it's much harder to fire an employee than it is to fire a vendor. Mhm. that you would just basically

[5:08] YouTube https://youtu.be/gcH_31e0wZQ?t=301 || “Clients Find Out My Real Age and It Hurts My Business”
fractionally own a lot of these um relationships. So, look at it more as like a vendor standoint. And as soon as someone says they're going to cancel, it's like, "Oh, that's great. I had such a a waiting list in your area. I'm just going to have that guy uh shoot your competitor. This is so helpful. That works out

[5:21] YouTube https://youtu.be/gcH_31e0wZQ?t=314 || “Clients Find Out My Real Age and It Hurts My Business”
great. I got you. Cool. Appreciate it. Yeah, no worries." 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

[5:39] YouTube https://youtu.be/gcH_31e0wZQ?t=332 || “Clients Find Out My Real Age and It Hurts My Business”
business back. And so if that sounds interesting, click book a call.


VIDEO
TITLE: The Alex Hormozi Cookbook [REVEALED]
URL: https://youtu.be/hGX_z5rXRlU
PRIMARY_TOPIC: content
TOPICS: content, content, branding

[0:00] YouTube https://youtu.be/hGX_z5rXRlU?t=0 || The Alex Hormozi Cookbook [REVEALED]
so you want to get shred in 2024 well you're going to need lots of exag testosterone and to pick better parents but if you're not going to do either of those things I've got 12 protein packed recipes that require zero Time Zero prep have almost zero carbs almost zero fat and tons and tons of protein this loan

[0:15] YouTube https://youtu.be/hGX_z5rXRlU?t=8 || The Alex Hormozi Cookbook [REVEALED]
has over 200 g of protein and almost none of the other macros and I'm going to show you this recipe at the end of the video first let's talk about breakfast Chef bro Rd to the rescue so breakfast the least talked about thing of the day was like breakfast champions for old people uh it's also great for

[0:32] YouTube https://youtu.be/hGX_z5rXRlU?t=25 || The Alex Hormozi Cookbook [REVEALED]
gains so uh if you're somebody who struggles to eat enough like I do or if you're somebody who eats too much also works for you I'm going to show you how to make a 100 G protein bomb for zero prep in just a minute using stuff that you have at home that actually tastes delicious so number one I use this F yogurt there's plenty of other brands it doesn't really matter I use this 0% this

[0:54] YouTube https://youtu.be/hGX_z5rXRlU?t=47 || The Alex Hormozi Cookbook [REVEALED]
puppy has 94 g of protein in it and just under 500 calories for this whole thing and if you have this this whole thing it is spilling and for people who struggle with dairy yogurt tends to do a little bit better than somebody who just drinks pure milk cuz it's already turned so already has some of those metabolites and all that fancy stuff that I know

[1:10] YouTube https://youtu.be/hGX_z5rXRlU?t=63 || The Alex Hormozi Cookbook [REVEALED]
nothing about that being said I do know that if you eat that compared to drinking gallon of milk that's easier on the stomach now we're going to take something that's all natural and we're going to ruin it with lots of artificial flavors so that it's actually delicious and you can use a bowl what I usually do is I just put it in here because I don't

[1:25] YouTube https://youtu.be/hGX_z5rXRlU?t=78 || The Alex Hormozi Cookbook [REVEALED]
like dishes and I will take fruit punch I like Berry personally uh there's different ones there's like a berry sangria that's pretty good and the nice thing with this is that these are always available everywhere so if you travel and you usually have your Main Stays at home you're like shoot what do I do like almost every grocery store nowadays has

[1:42] YouTube https://youtu.be/hGX_z5rXRlU?t=95 || The Alex Hormozi Cookbook [REVEALED]
has Greek yogurt and so I put about half of one of these guys in and this is like for a pitcher so I figur this is about half a pitcher of fluid so I put half of one of these guys in and then I mixy mixy mixy now if you do need a bigger bowl cuz it does make it easier to mix just for visuals I'll show you guys you

[1:59] YouTube https://youtu.be/hGX_z5rXRlU?t=112 || The Alex Hormozi Cookbook [REVEALED]
put this guy in that looks great and then we just mix this guy so this is my prep time can we start the timer here's my prep time you also get a nice little forearm pump so you get a little pre-workout workout if you know what I'm talking about what's cool about this is it actually smells like Yokai or Danon or any of your favorite uh you know yogurt yogurt brands that we know and loved

[2:24] YouTube https://youtu.be/hGX_z5rXRlU?t=137 || The Alex Hormozi Cookbook [REVEALED]
when we grew up and then later found out they were made by big farmer to kill us and all that stuff anyways I like Fruity Pebbles so this is my preferred uh cereal of choice let's take this guy out and so here's the cool part is that this can stretch a really long way so a cup of this has 140 calories in it and 30 G

[2:49] YouTube https://youtu.be/hGX_z5rXRlU?t=162 || The Alex Hormozi Cookbook [REVEALED]
of carbs pretty much nothing else it's almost all carbs all right so let me show you guys a fancy trick so leave the actual cereal scooper as one cup in there so that you always know what you're getting every time and and so for me I pull out my cup make sure it's even on the top don't give yourself a heaping

[3:04] YouTube https://youtu.be/hGX_z5rXRlU?t=177 || The Alex Hormozi Cookbook [REVEALED]
scoop all right and then after that I know I've got 140 calories of carbs and so rather than mix them in because then they get soggy what I'll do is I'll sprinkle some on top doesn't that look delicious and then I'll peel off the first layer they stay crunchy and then I'll put the next layer on and then I'll peel off the second layer so I can have this nice Fruity Pebble crunch all the way through and

[3:29] YouTube https://youtu.be/hGX_z5rXRlU?t=202 || The Alex Hormozi Cookbook [REVEALED]
you can see I didn't like I barely used a lot of my cup and I just did two kind of coverings worth and you can use like a cup is plenty you could do a half cup like if you're dieting cuz I've done this when I was dieting if you use a/2 cup of this it's 70 calories it's 15 G of carbs and this thing's 500 calories

[3:46] YouTube https://youtu.be/hGX_z5rXRlU?t=219 || The Alex Hormozi Cookbook [REVEALED]
of protein with basically nothing else and it almost nothing else right and so that's my choice it's like this is a filling breakfast all right you put all this in here that is a filling filling breakfast it looks like a massive bowl of cereal except this has almost 100 g of protein in it it doesn't take any time to prep and if you eat it out of there which is what I normally do you don't even have any dishes let's see if it's as good as I remember

[4:14] YouTube https://youtu.be/hGX_z5rXRlU?t=247 || The Alex Hormozi Cookbook [REVEALED]
it still delicious by the way if you do have a beard beard Nemesis so definitely check yourself in the mirror before you leave the house other you have pink all over your face that being said let's go to the next one by the way I'm making these recipes because the last video I did so many of you guys commented saying

[4:32] YouTube https://youtu.be/hGX_z5rXRlU?t=265 || The Alex Hormozi Cookbook [REVEALED]
like give us a part two and so this is part two and we'll have the recipes in the link in the description enjoy so this was a lunch that I had for like a couple years because I tend to stick with the same thing for a really long time until one day I decide I'm going to have something different but this is an

[4:46] YouTube https://youtu.be/hGX_z5rXRlU?t=279 || The Alex Hormozi Cookbook [REVEALED]
awesome lunch so this is Ezekiel bread which is just fancy organic schmancy bread that has I don't know less preservatives whatever it's in the refrigerated section it's like a dollar and a half more anyways so I had this stuff cuz I figured if I'm going to have it every day I try to eat better stuff so that being said take two of these

[5:03] YouTube https://youtu.be/hGX_z5rXRlU?t=296 || The Alex Hormozi Cookbook [REVEALED]
guys and if you want to know per slice each slice of this thing is only 80 calories which is not bad for a slice of bread especially given how like weighty it is so some some slices of bread are like kind of foamy you could like mash it in your hand and put into a little itty bitty ball this has more weight to it so it's 80 calories it's got 5 gr of protein in it 15 G of carbs and almost

[5:20] YouTube https://youtu.be/hGX_z5rXRlU?t=313 || The Alex Hormozi Cookbook [REVEALED]
no fat now if you like toast which I do there's speed toasters that can toast it in like half the time or a third of the time and every minute is precious to me so I have a speed toaster that I toast these guys in but just to keep this video rolling imagine these are toasted all right so once it's toasted what I do

[5:38] YouTube https://youtu.be/hGX_z5rXRlU?t=331 || The Alex Hormozi Cookbook [REVEALED]
and I've experimented with different ways to eat this cuz I ate it every single day for like 2 years is I have fat-free cream cheese all right so this is zero fat cream cheese which you're like how does that even work honestly no idea it's probably some sort of Franken food it just kind of has the texture of

[5:53] YouTube https://youtu.be/hGX_z5rXRlU?t=346 || The Alex Hormozi Cookbook [REVEALED]
cream cheese I think they use milk to make it who honestly knows I don't really care that much but it tastes pretty good the way to to do this guy is 6 minutes uh usually sometimes they'll have like little measurement things on here um if you have a scale because you want to be precise awesome I have done it enough

[6:08] YouTube https://youtu.be/hGX_z5rXRlU?t=361 || The Alex Hormozi Cookbook [REVEALED]
times to know kind of like what a tablespoon looks like um and so that's about what that looks like and by the way these are lowfat locks again I'm a lowfat guy which means it's pretty if you have fish that doesn't have carbs in it and used to have fat what's left protein so this is pretty much close to

[6:25] YouTube https://youtu.be/hGX_z5rXRlU?t=378 || The Alex Hormozi Cookbook [REVEALED]
the same macros as a chicken breast kind of cool um it is a little bit drier just to be fair but for me I didn't really care that much The Taste was good enough for me and that worked different ways you can eat it version one is you put the cream cheese on and you layer that on top I don't like that because the

[6:40] YouTube https://youtu.be/hGX_z5rXRlU?t=393 || The Alex Hormozi Cookbook [REVEALED]
bread starts to get soggy the next way you can do it is that you can put the salmon on here and then bite by bite put the cream cheese on that way does work cuz it doesn't like the salmon doesn't really make the bread wet but the problem is that the Salmon's really hard to bite into cuz then you pull the whole

[6:55] YouTube https://youtu.be/hGX_z5rXRlU?t=408 || The Alex Hormozi Cookbook [REVEALED]
thing off of the bread and so after eating this a lot of times I have some settled on the third way of doing it which is that I actually Mash this guy up into like salmon tartar all right so I just cut the out of this thing and I really I'm not even trying to like grind it up I just want to make it in big enough slices that if it comes like I'm not going to tear the whole thing off the bread when I eat it so that I like I still have salmon

[7:20] YouTube https://youtu.be/hGX_z5rXRlU?t=433 || The Alex Hormozi Cookbook [REVEALED]
that's on there when I'm eating it all right tricks of the trade now once I have this now what I'll do is I'll take my cream cheese I'll throw this guy on I'll some with this on and then I just take my bite and I just do that over and over and over again and that has been how I ate it for years and years and years so the bread stays crunchy I don't have to accidentally eat half my salmon in one bite and then just eat plain ass

[7:45] YouTube https://youtu.be/hGX_z5rXRlU?t=458 || The Alex Hormozi Cookbook [REVEALED]
bread the rest of the time and the cream cheese stays cold because if the cream cheese is cold and then the bread is hot they just end up being lukewarm and sucking and so this stays crunchy and hot this stays cold and creamy and then I have a bitable amount of s and it doesn't tear off at once and that is how

[8:01] YouTube https://youtu.be/hGX_z5rXRlU?t=474 || The Alex Hormozi Cookbook [REVEALED]
I eat this thing now let's talk about macros real quick so remember this thing's all protein this is more or less all protein and this is low calorie so if you didn't want to eat Ezekiel I would just say go with low calorie bread I just try to minimize my carb intake unless I'm trying to eat them on purpose and so I pretty much just eat protein throughout the day and then when I am going to eat carbs never skip dessert I

[8:23] YouTube https://youtu.be/hGX_z5rXRlU?t=496 || The Alex Hormozi Cookbook [REVEALED]
go any e carbs for real and I eat as many carbs as I feel like so like I said in the beginning I try to eat around 100 g of protein per meal and so I would actually do three of these guys and I eat them as open face sandwiches so I have fewer carbs overall and so I'd put about 4 oz of this protein locks on here

[8:40] YouTube https://youtu.be/hGX_z5rXRlU?t=513 || The Alex Hormozi Cookbook [REVEALED]
I'd have my bread and I'd have two three maybe five grams of protein that would come from the cream cheese and so between the 20-ish that comes from this the 3 to four that comes from this and the five that comes from this I get about 30ish grams of protein per Open Face Sandwich there's my 90 if you guys

[8:55] YouTube https://youtu.be/hGX_z5rXRlU?t=528 || The Alex Hormozi Cookbook [REVEALED]
are paying attention at home this is actually not enough salmon for what would be on one sandwich so the salmon gets stacked up because remember this is $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com protein right so I'm going to show you this because this is aesthetically what it would look like at a fancy restaurant but in the brasic kitchen this is how

[9:10] YouTube https://youtu.be/hGX_z5rXRlU?t=543 || The Alex Hormozi Cookbook [REVEALED]
much salmon would actually be on your sandwich all right so I actually tried to eat as much as I could on these open face puppies so that I could then get swo all right so there we go now I put it like this and I could take these massive man bites and have three of these guys but I didn't want to throw

[9:32] YouTube https://youtu.be/hGX_z5rXRlU?t=565 || The Alex Hormozi Cookbook [REVEALED]
away pounds of salmon uh for no reason cuz those salmon give their lives for us like that boom delicious so I have three of those guys 90 g of protein all in calories 240 calories come from the bread probably 100 or two from the cream cheese and the rest is just protein coming from the salmon and if you have a beard once again so you don't look like you have a facial wipe your

[10:02] YouTube https://youtu.be/hGX_z5rXRlU?t=595 || The Alex Hormozi Cookbook [REVEALED]
face delicious so we just crushed lunch now let's talk about snacks on the go so two of my favorite snacks that go on the go that you can eat pretty much anywhere in the continent in the United States are you got jerky and you got light key Point string cheese all right so let's dive in so you might not know and again

[10:19] YouTube https://youtu.be/hGX_z5rXRlU?t=612 || The Alex Hormozi Cookbook [REVEALED]
this isn't for all the healthy people if you're going to be a healthy person then just go watch another video but if you just want protein this is for you all right now original jerky and I found this out lat here has a lot of protein in it all right so this is this little guy has six servings of 10 g of protein there's 60 g of protein in this there's

[10:36] YouTube https://youtu.be/hGX_z5rXRlU?t=629 || The Alex Hormozi Cookbook [REVEALED]
less than 500 calories not bad right so it's 480 calories 60 g of protein and so not a bad uh snack that you're on the way on the go so if you don't have time to eat or something like that but you are a bigger guy and you need more calories and if you're a smaller guy and need fewer calories just cut it in half all right now the other thing is string

[10:53] YouTube https://youtu.be/hGX_z5rXRlU?t=646 || The Alex Hormozi Cookbook [REVEALED]
cheese now I use scoops of weight protein or pure protein sources as a good lipus test t for is this a pure or less pure protein Source all right so like if you have a like the purest version of this is that you have a 120 calorie scoop of protein it has 24 grish of protein that's about as lean as you're going to get in any kind of normal food now if you have four of these guys it's 200 calories and 24 g of

[11:16] YouTube https://youtu.be/hGX_z5rXRlU?t=669 || The Alex Hormozi Cookbook [REVEALED]
protein all right so not I mean really really close and the added amount that comes from this is fat so there's 2 and half Gams of fat there's almost no carbs in this um in the string cheese and so if I have four string cheeses and this guy I've got 84 g of protein and you're like man four string cheeses and all that it's like yeah it's kind of like a

[11:34] YouTube https://youtu.be/hGX_z5rXRlU?t=687 || The Alex Hormozi Cookbook [REVEALED]
meal which is kind of the point and so you can have this on the Go and all in all you'd be up 680 calories with 84 g of protein and the stuff keeps great so if you just want to like have a snack on the go and you don't eat 100 grams in one sitting you just open it up take a bite tough not all of them are good but that one's okay I'll bet you the string cheese goes down a little e

[11:59] YouTube https://youtu.be/hGX_z5rXRlU?t=712 || The Alex Hormozi Cookbook [REVEALED]
easier cuz that's super dry and you canare this with a lovely Savon water and this guy though people were like how do you eat six strink cheese you got to like bite one bite two it you eat six of them honestly six string cheeses it's just cuz they serve these to like four-year-olds so like the string cheese is just not that much cheese it's like

[12:22] YouTube https://youtu.be/hGX_z5rXRlU?t=735 || The Alex Hormozi Cookbook [REVEALED]
two bites so it's really just having 12 bites of cheese it's not nearly as much as you think about they just package it like so they can charge you more there's not that much it's this it's not a lot of cheese all right see there you go it's like three bites I'm remembering now while I eat this jerky and the cheese actually taste delicious together it's meat and cheese it's actually really good so this is for those of you who are just rich and feel like spending more money but still don't

[12:46] YouTube https://youtu.be/hGX_z5rXRlU?t=759 || The Alex Hormozi Cookbook [REVEALED]
want to have anything but protein bring on the next one so I used to eat this when I was cutting so this is my cutting diet so this is shrimp that's been peeled and cooked already so you can get this from the freezer section or if you're really fancy you can get from the Fresh section I prefer the freezer section because it's cheaper so for all you fancy boom shrimp which all you have to do is defrost it this came pre

[13:12] YouTube https://youtu.be/hGX_z5rXRlU?t=785 || The Alex Hormozi Cookbook [REVEALED]
all what ever all right so you just let it thaw all right the way that I did is I just do it under the sink cuz it thaws it faster and then it just comes coldish and then you take this puppy this is to cocktail sauce which by the way has 30 calories per4 cup which you're not going to have more than like A4 a cup anyways all right maybe two all right so this is probably I don't know a/ cup maybe and so I got 60 calories of

[13:36] YouTube https://youtu.be/hGX_z5rXRlU?t=809 || The Alex Hormozi Cookbook [REVEALED]
tartar sauce so all you got to do is dip one of these puppies in this is the fancy eating instruction herle B that's it very easy you can do whatever you want and the nice thing is that most people can unless you're allergic to shrimp most people digest shrimp pretty well and so the nice thing is that usually shrimp has a lot of volume and

[13:53] YouTube https://youtu.be/hGX_z5rXRlU?t=826 || The Alex Hormozi Cookbook [REVEALED]
so it's very filling at least I found it filling and so if you want to be fancy you can do that and if you want to be a little less fancy you can have like 8 O of chicken and 8 O of shrimp or if you want to be a little bit less fancy but still feel fancy you can have 4 oz of shrimp and 12 ounces of other doesn't really matter it's all just

[14:09] YouTube https://youtu.be/hGX_z5rXRlU?t=842 || The Alex Hormozi Cookbook [REVEALED]
protein but the cool thing about shrimp specifically is that shrimp has zero carbs and zero fat the thing is pure protein and so unless you add fat to it or you add carbs to it there ain't going to be any all right and so the only thing in this meal that has anything besides protein is just the cocktail sauce and this thing like a little bit

[14:26] YouTube https://youtu.be/hGX_z5rXRlU?t=859 || The Alex Hormozi Cookbook [REVEALED]
goes a long way and I barely even count this stff when I was eating it so now that we finished our fancy fancy shrimp shrimp dinner dinner now let's talk about beef and cauliflower all right so this one is one that is a classic also one that I ate a lot when I was dieting because I needed to really get my uh my protein up and my uh my calories down but all I do is I have the leanest ground beef that I can find so this is

[14:50] YouTube https://youtu.be/hGX_z5rXRlU?t=883 || The Alex Hormozi Cookbook [REVEALED]
937 usually you can find 964 if you find a good place that does it just get that um you can also do it with ground turkey um it doesn't matter uh if you were really poor uh I used to just buy chicken breasts and then put them through a food processor which I had for my dog at the time and so I just feed

[15:06] YouTube https://youtu.be/hGX_z5rXRlU?t=899 || The Alex Hormozi Cookbook [REVEALED]
them in and just grinds it up for you and I just have all this ground chicken breast and that worked pretty good for me so one is you've got your beef or your meat that's going to be lean two is you've got these microwavable packets of riced cauliflower all right now this stuff is heavy like it's very filling

[15:22] YouTube https://youtu.be/hGX_z5rXRlU?t=915 || The Alex Hormozi Cookbook [REVEALED]
and the nice thing with this is that if you've ever had an uncle Benz or a quick or minute rice or whatever it works the exact same way all right so you just crack the top put it in the microwave and heat it up now one thing I will say is that the beef you usually prep at one point during the week so you're going to

[15:38] YouTube https://youtu.be/hGX_z5rXRlU?t=931 || The Alex Hormozi Cookbook [REVEALED]
have a few pounds of ground beef already hopefully somewhere in your home and then all you do is you just got to add something to it so that it makes it into a meal and that's why this is a no prep deal now up to this point you're like okay so you're just talking beef and cauliflower like why is this a meal good

[15:55] YouTube https://youtu.be/hGX_z5rXRlU?t=948 || The Alex Hormozi Cookbook [REVEALED]
point because that on its own would be disgusting and so what I'm going to do is I'm going to show you how I make a sauce that is both delicious and not nutritious in terms of it's uh not chalk packed with macronutrients but it's actually just chocked full of deliciousness and not a lot of cows all right so let's put these puppies together and I'll show you the secret sauce and we'll enjoy it together so first things first we're going to start with the meat look at that cooked it

[16:19] YouTube https://youtu.be/hGX_z5rXRlU?t=972 || The Alex Hormozi Cookbook [REVEALED]
already man we're Speedy who said this was Zero prep anyways so next thing is we got to take our cauliflower and we're going to Nuke this thing right so now we've got these two puppies so how we're going to make this delicious cuz right now this looks like dog food and I agree with you so we're going to enter secret ingredient number three the sauce so let's talk calories about mayonnaise all right so one first

[16:42] YouTube https://youtu.be/hGX_z5rXRlU?t=995 || The Alex Hormozi Cookbook [REVEALED]
thing is that we actually accidentally bought the wrong one this should be light mayo most light mayos are about 35 calories per tablespoon this is this puppy now if you want to not keep measuring spoon by spoon by spoon which you can have lots of error you just put the thing on a food scale and just see how many grams it is it's a

[16:57] YouTube https://youtu.be/hGX_z5rXRlU?t=1010 || The Alex Hormozi Cookbook [REVEALED]
much easier way to do that but for the visual demonstration purpos of this video let's rock with it so if I've got 100 call it 30 calories that I want to eat all right in terms of fat I've got one of these guys and the reason that the the the weighing it is kind of useful is cuz you always have some kind of like leftover on the spoon and so you're kind of counting the same thing twice and so I

[17:20] YouTube https://youtu.be/hGX_z5rXRlU?t=1033 || The Alex Hormozi Cookbook [REVEALED]
like just weighing it but it is what it is all right here we go now if you also want a little hack uh use the spoon that you did the scooping with to do the mixing because that way you get to use some of the stuff that's on there that you had to get credit for in your calories all right so that's 130ish

[17:37] YouTube https://youtu.be/hGX_z5rXRlU?t=1050 || The Alex Hormozi Cookbook [REVEALED]
calories cuz each one was 35 * 4 whatever 140 there you go 140 calories all right fantastic next one is Hermos secret Special Sauce which is just Sriracha all right so then this guy I've actually I just don't count calories on hot sauce cuz there's not enough to really give a and so I put a little bit in depending on your desired hotness levels now I like a little spice to my

[18:01] YouTube https://youtu.be/hGX_z5rXRlU?t=1074 || The Alex Hormozi Cookbook [REVEALED]
to my stuff all right and we go a little mixy mixy oo you can even smell it woo that smells like heartburn yes it does you're going to feel that tomorrow yes you will okay fantastic now I take sweetness and add this in so this is Stevia if you want to use Splenda that works too all right now again this is like spicy and sweet are to flavor all right I like to add a couple in you'll get a feel for it add one in see if you

[18:27] YouTube https://youtu.be/hGX_z5rXRlU?t=1100 || The Alex Hormozi Cookbook [REVEALED]
like it and then add another if you're like oh I like this to be sweet cuz what ends up happening is when you put this whole thing together this becomes this really nice fatty sweet spicy mayo all right look at that it's kind of fancy right all right so check this out so we combine our forces together boom we've got our our rice and our beef and then we go mixy

[18:53] YouTube https://youtu.be/hGX_z5rXRlU?t=1126 || The Alex Hormozi Cookbook [REVEALED]
mixy again I'm going to give you another hack if you need to get sauce and you want to stretch it further instead of just like taking this and just dumping 19 minutes it in what you do take a little bit of this dip your spoon go on top and then take a bite that's it actually is really good so that being said that's how it works all right and I do it that way because you can you can you'd be amazed at how many

[19:16] YouTube https://youtu.be/hGX_z5rXRlU?t=1149 || The Alex Hormozi Cookbook [REVEALED]
more calories you can get if you just dip your fork or dip your spoon before you do it and if you're really clever about it I try to put the sauce on the bottom side of the utensil so that it's like directly on my tongue so it feels like there's way more sauce but there really isn't and so that's you can stretch 140 calories for a pound of meat

[19:33] YouTube https://youtu.be/hGX_z5rXRlU?t=1166 || The Alex Hormozi Cookbook [REVEALED]
so now that we just did a little spicy spicy let's do something sweet I'm going to show you the nastiest ghetto fabulous way to get protein you've possibly ever seen and it's so weird you're probably going to try it all right this is 100 g of protein in one serving with zero preparation of any kind this is the only

[19:50] YouTube https://youtu.be/hGX_z5rXRlU?t=1183 || The Alex Hormozi Cookbook [REVEALED]
food on the market that I'm aware of that you can literally take off the shelf get 100 gram of pure protein with no fat or carbs and it is egg whites now you're like well how are you g to zero prep egg whites well something you might not know is that egg whites are ultra pasteurized they're not even pasteurized they're Ultra pasturized which is why if you look at expiration dates on eggs

[20:07] YouTube https://youtu.be/hGX_z5rXRlU?t=1200 || The Alex Hormozi Cookbook [REVEALED]
they're like super far in the future because there's almost no bacteria in it all right now you might be like okay what is he going to do with the bowl great question actually we have this here so you can see it all right but this is how you do it and you're like wait Hershey syrup zero sugar yeah now you're getting where I'm going with this now if you grew up having chocolate milk

[20:23] YouTube https://youtu.be/hGX_z5rXRlU?t=1216 || The Alex Hormozi Cookbook [REVEALED]
as a kid which I didn't cuz my dad didn't want me to be fat but uh if you did good for you um I did get them at school though they had the little cards of milk you know those CR yeah I had some and that was like one of my big sources of protein ground anyways so what you do is step one take ultra pasteurized egg whites I call these tall boys all right there are 20 servings of

[20:47] YouTube https://youtu.be/hGX_z5rXRlU?t=1240 || The Alex Hormozi Cookbook [REVEALED]
5 g of protein in this puppy that is 100 g of protein there are exactly 0 g of fat and exactly z g of carbs in this entire thing it is pure protein and then we take pure delicious where there's exactly zero g of protein and 0o G of fat in this and probably just gelatin and who knows what Frankenstein's piss anyways

[21:12] YouTube https://youtu.be/hGX_z5rXRlU?t=1265 || The Alex Hormozi Cookbook [REVEALED]
and so you take this all right and there's 32 servings in here and so a tablespoon if you remember what the Mayo looked like it doesn't matter because there's not that many calories in this anyways it's five calories per tablespoon all right so we're going to put some of this in here all right that's probably like 3 tablespoons 4 tablespoons all right and so what we're going to do is we're going

[21:29] YouTube https://youtu.be/hGX_z5rXRlU?t=1282 || The Alex Hormozi Cookbook [REVEALED]
to go mixy mixy either the way keep your finger on the top hear that mixy mixy you can almost hear the gains loading and you and that's it let's see this it's just like chocolate egg whites that's all it is and if you want to add more in you can but I will say after having drank many many many of these Pro

[21:58] YouTube https://youtu.be/hGX_z5rXRlU?t=1311 || The Alex Hormozi Cookbook [REVEALED]
tip drink 95% the last five is like kind of gritty so I would just like take 95 g of protein called a w um and the thing is is like if you had this entire thing for everyone at home who like wait how much did he put in there this whole thing is 150 calories you're not going to use the whole thing if you used a third of it it'd be 50 calories which I didn't even use a 20th of this

[22:21] YouTube https://youtu.be/hGX_z5rXRlU?t=1334 || The Alex Hormozi Cookbook [REVEALED]
all right so like it's going to be okay but you can make this thing as chocolate as you want so that would be an ex extremely chocolatey massive nonsense look at the texture here look how thick that is kind of delicious right look at that it's like real chocolatey this is uh a great way to start the day so you can knock out half of your protein in a single sitting

[22:45] YouTube https://youtu.be/hGX_z5rXRlU?t=1358 || The Alex Hormozi Cookbook [REVEALED]
doing this if you need 200 g of protein and if you just eat like a normal person the other three meals of your day you'll probably get 200 g while we're on the Chocolate Train let's keep it going all right so let's uh let's dive in so one of the things I didn't know is that Premier Protein actually make cereal there's some other cereals that claim to be protein cereals but let's be real

[23:01] YouTube https://youtu.be/hGX_z5rXRlU?t=1374 || The Alex Hormozi Cookbook [REVEALED]
they're not really protein cereals they just like a bunch of soy crisps put together that still have shitloads of carbs and fat but this one's actually pretty good so this is one cup of this guy is 180 calories and 20 g of protein which is basically the equivalent of a good it's like a little bit more than literally pure protein in a scoop and a

[23:18] YouTube https://youtu.be/hGX_z5rXRlU?t=1391 || The Alex Hormozi Cookbook [REVEALED]
little bit less than most protein bars so like really pure version of protein and so if we put a cup of this in but let's be real no one eats one cup of cereal all right so what we're going to do is actually have a protein breakfast of champions and have one cup wait for it two cups three cups all right so there we go you got three cups of this puppy this is 60 g of protein

[23:42] YouTube https://youtu.be/hGX_z5rXRlU?t=1415 || The Alex Hormozi Cookbook [REVEALED]
and then open up one of these guys make sure it's good oh yeah well this is from the uh this is a I think this is March of 23d three oo it's a great vintage anyways so we dump this puppy in there which I'm really doing for visual effect cuz what I would actually do is actually pour this in the bowl first and then put one scoop at a time in so I

[24:10] YouTube https://youtu.be/hGX_z5rXRlU?t=1443 || The Alex Hormozi Cookbook [REVEALED]
could keep the cereal crunchy but it's a little bit more dramatic this way for the visual cams all right and so we're talk about zero prep protein 90 g of protein like almost the purest amount of calorie per calorie protein out there um this is all way though so to be fair if you were somebody who doesn't do dairy well this would not be for you um but if you do handle Dairy well which I do um this is

[24:35] YouTube https://youtu.be/hGX_z5rXRlU?t=1468 || The Alex Hormozi Cookbook [REVEALED]
just this is a good time so this is 700 calories 90 g of protein and probably cheap as so if you're broke and you want some protein that takes zero time to cook and is delicious I throw this puppy on the list especially if you like chocolate you can handle milk enjoy if you're riding this br rasic Voyage with me then you will love this one too so this is a lunch meal or a dinner meal if you're kind of wild you can even have a breakfast cuz

[25:05] YouTube https://youtu.be/hGX_z5rXRlU?t=1498 || The Alex Hormozi Cookbook [REVEALED]
you're just a psychopath that being said all we do is we take this chicken of the sea can tuna which I think is my favorite flavor of tuna just cuz I like saying Chicken of the Sea make sure that you have it in water rather than oil so that there's not extra cows in it you can open this guy with one hand not really everyone uses two hands to do a can opener ask the

[25:20] YouTube https://youtu.be/hGX_z5rXRlU?t=1513 || The Alex Hormozi Cookbook [REVEALED]
disabled is that too soon anyways uh that being said this guy has 66 g of protein and only 300 calories ice cold all right so this thing has zero carbs basically zero fat and only protein so one of the nice things with most Seafoods uh especially Crustaceans this is not Crustaceans but but in general tuna is a very very lean uh protein and so that's why it's lean

[25:46] YouTube https://youtu.be/hGX_z5rXRlU?t=1539 || The Alex Hormozi Cookbook [REVEALED]
all right so that's 66 g of protein 300 calories that's step one in this puppy step two is we're going to take this F or Fage depending on how you want to say it all right take a 3/4 cup get this guy in here here by the way whoever invented these ones that have these little rims well done don't have affiliate links don't know what brand it is but if you find those then awesome on you all right we're going to put this thing here I actually already did this but this is a

[26:10] YouTube https://youtu.be/hGX_z5rXRlU?t=1563 || The Alex Hormozi Cookbook [REVEALED]
second take so deal with it all right that being said this is now in total 300 calories of tuna and 90 calories of yogurt so 390 calories but here's the cool part there's 86 G 84 g of protein in this bowl and less than 400 calories so let's this up with even less calories all right next one is yellow mustard guess how many calories are in

[26:34] YouTube https://youtu.be/hGX_z5rXRlU?t=1587 || The Alex Hormozi Cookbook [REVEALED]
this L zero and this one because it's zero Cals you can add add libidum which is Latin for as much as you want all right so now what we do is we go mixy mixy you'll notice mixy mix is a common step in our no prep our no prep fantasies all right mixy mixy also if you like pepper pepper ises kind of good in here and uh some people

[26:59] YouTube https://youtu.be/hGX_z5rXRlU?t=1612 || The Alex Hormozi Cookbook [REVEALED]
like celery but like again I don't care about prepping that much I want to do like as little as possible to make something good but if you like some texture celery and cucumbers uh salt and pepper that kind of stuff works I I usually just don't cuz I don't care enough uh pepper I do usually have at the table I don't usually prep with that I just kind of sprinkle it on top all right so now we've just got this delicious yellow looking mustard bowl

[27:21] YouTube https://youtu.be/hGX_z5rXRlU?t=1634 || The Alex Hormozi Cookbook [REVEALED]
and remember we only have 390 calories still so like this is a meal like this is like this is 84 g of protein less than 4 00 calories if you had three of these every day you'd probably be pretty full you'd also be lean as because it'd be less than 1,200 calories a day all right so we take this set spoon put

[27:37] YouTube https://youtu.be/hGX_z5rXRlU?t=1650 || The Alex Hormozi Cookbook [REVEALED]
it on set bread a bite set easy peasy and if you have a beard yet again check yourself before you leave the house all right you Psychopaths we're going from lunch to breakfast again because you can't go in order here we are all right so what we're going to do is uh we're going to take this egg whites that has all the Hershey milk stuff in it um well I

[28:00] YouTube https://youtu.be/hGX_z5rXRlU?t=1673 || The Alex Hormozi Cookbook [REVEALED]
28 minutes forgot to buy two of these for this video so so there's only going to be one milk but we're going to pretend like this is uh clear even though this is going to look like dark chocolate eggs but you know what it might be delicious so we'll find out all right so we're going to take our egg whites which are nice and chocolatey all right and

[28:16] YouTube https://youtu.be/hGX_z5rXRlU?t=1689 || The Alex Hormozi Cookbook [REVEALED]
remember this whole puppy has 100 g of protein in it here's why this is cool is that if you don't drink the eggs you can just nuke them because you don't need a pan to cook them so a lot of people don't know this but uh you can just microwave these guys and they just fluff right up so usually they actually have the directions on the thing and if they

[28:33] YouTube https://youtu.be/hGX_z5rXRlU?t=1706 || The Alex Hormozi Cookbook [REVEALED]
don't they have it on the Google cool so let's go microwave these puppies over here I just Googled it and it said 90 seconds so we'll find out by the way look at this fancy cookbook that we made for you guys for free thank the team uh they put that together for you guys so hopefully you guys can just get more jacked CU who doesn't want a more Jack

[28:50] YouTube https://youtu.be/hGX_z5rXRlU?t=1723 || The Alex Hormozi Cookbook [REVEALED]
mation I mean I do all right so 90 seconds while the microwave is cooking let me show you a little special edition F I gave you guys the Fruity Pebbles and Crystal Light fruit version there's also a Cinnamon Toast Crunch version that I have I think done pretty good with all right so same original base of f but here's the difference is that in the F instead of squirting in Crystal Light you're going to add in vanilla extract

[29:15] YouTube https://youtu.be/hGX_z5rXRlU?t=1748 || The Alex Hormozi Cookbook [REVEALED]
mixy Mixie add in one or two packets of your fake sugar of choice or real sugar if you feel like adding calories I don't care either way all right and then on top of that instead of adding Fruity Pebbles you go CTC like a king on top sprinkle it and enjoy and if you want to get fancy fancy and you're serving it for your lady take some cinnamon do a little dusting on top little chef's

[29:39] YouTube https://youtu.be/hGX_z5rXRlU?t=1772 || The Alex Hormozi Cookbook [REVEALED]
kiss back to the microwave all right so look at this looks like a sule all right so we got our eggs all sued which is French for Blow by the way uh which is kind of funny all right so we got our egg whites here and uh obviously you know chocolate it's probably delicious in and of itself probably does take taste like a suai but uh if you're less fancy than me which maybe you are or maybe you're more fancy

[30:05] YouTube https://youtu.be/hGX_z5rXRlU?t=1798 || The Alex Hormozi Cookbook [REVEALED]
than I am I just use canned canned Salita all right and we just going to pop this puppy all right and what I do is I don't again I don't count calories on Hots because I just don't care like this whole thing is 150 calories for this whole Mamba Jamba and I'm not going to have anywhere close to you know anything reasonable on this so I'm just going to put some sauce on here

[30:28] YouTube https://youtu.be/hGX_z5rXRlU?t=1821 || The Alex Hormozi Cookbook [REVEALED]
and like that's it now imagine this is white instead of chocolate but it's actually really good it's really easy to do now here's the thing is I made like a cup maybe of eggs if this thing was this whole tall boy i' need a bowl like this like egg whites blow up in terms of size and so if you are somebody

[30:51] YouTube https://youtu.be/hGX_z5rXRlU?t=1844 || The Alex Hormozi Cookbook [REVEALED]
who's like on an extreme diet or somebody has like a huge appetite and you need to be full doing a tall boy of this and actually cooking the eggs is a 31 minutes mountain of food and so uh that's why I drink them rather than eat them cuz I don't even have the appetite to eat that much even even when I'm like dieting and

[31:07] YouTube https://youtu.be/hGX_z5rXRlU?t=1860 || The Alex Hormozi Cookbook [REVEALED]
starving I don't have the appetite to eat that um but if you are somebody who has that salsa plus egg whites plus microwave zero prep zero skill all $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com protein all delicious all the time so now that we're done with the salsa and eggs let me tell you what I actually eat for breakfast every day the world's

[31:24] YouTube https://youtu.be/hGX_z5rXRlU?t=1877 || The Alex Hormozi Cookbook [REVEALED]
shortest and easiest 84 g of protein that's 230 calories of Pop 460 in total so 84 g of protein 460 calories all delicious honestly Fair life you guys did a gift to humanity by coming out with this this is only recent by the way until like not that long ago we just had to eat chalk dust mixed with uh and I was willing to do it hey willing to do it for the gains um but these are actually really good these just taste

[31:50] YouTube https://youtu.be/hGX_z5rXRlU?t=1903 || The Alex Hormozi Cookbook [REVEALED]
like chocolate milk I prefer vanilla obviously have chocolate I mean I'll drink them both um they're both very good but vanilla tastes like melted ice cream it's really good and uh this is how easy it is to prepare and make this I think this is a summer month this is probably bottled in July just a hint you can taste some of

[32:20] YouTube https://youtu.be/hGX_z5rXRlU?t=1933 || The Alex Hormozi Cookbook [REVEALED]
the floral undertones all right so last but not least and the reason I'm doing this one is because I actually up one of the other 12 dishes so I couldn't do it but this is actually what I have for breakfast mday anyways all right so that being said let's do kudagra right cud if we want to get fancy on it all right uh bro nachos so there are three ingredients in Bron

[32:44] YouTube https://youtu.be/hGX_z5rXRlU?t=1957 || The Alex Hormozi Cookbook [REVEALED]
nachos or Brin brot chips uh they are as follows number one Quest cool ranch chips side note this is the in my opinion the best flavor they have bu a long shot I mean the other ones are fine but but like these borderline taste like chips the other ones are like protein chips um these are really really good so number one got quest uh ranch chips

[33:05] YouTube https://youtu.be/hGX_z5rXRlU?t=1978 || The Alex Hormozi Cookbook [REVEALED]
number two horel chili delicious make sure that you get no beans cuz you want beef in there uh what's cool about this is uh there's lots of protein it lasts forever you can buy them in bulk I'll tell more about this stuff later number three is Le or Fage depending on how you feel like pronouncing it uh also more protein you've noticed it's a common theme and number four salsa all right so let's rock and roll

[33:30] YouTube https://youtu.be/hGX_z5rXRlU?t=2003 || The Alex Hormozi Cookbook [REVEALED]
let's go over the macros real quick so number one this is 140 G sorry this is 140 calories 19 gram of protein I mean this is leaner than most protein bars in terms of calorie content and I think they're delicious like this is this gets close to just what a chicken breast is so like really really pure source of protein and also delicious um this Hormel chili is uh is is 520 calories

[33:55] YouTube https://youtu.be/hGX_z5rXRlU?t=2028 || The Alex Hormozi Cookbook [REVEALED]
per can 30 30 30 g of protein so a little bit fattier but again we're making a meal here and I'm trying to make this bastic all right so there's that so that's 520 calories this guy we've already covered from earlier and then salsa usually has no calories and this is 5 calories per serving 50 calories for the whole thing so let's assume that I want to have a bastic voyage and we're going to go on it

[34:18] YouTube https://youtu.be/hGX_z5rXRlU?t=2051 || The Alex Hormozi Cookbook [REVEALED]
together so number one is uh we're going to try and eat a lot here all right so let's make 100 g of protein per the usug all right so we're going to go two two bags of chips because why not all right so that gets us 40 right off the bat now obviously guys you can cut it in half and if you're a little a little itty bitty little itty bitty girl itty bitty guy you can uh you can just have half

[34:43] YouTube https://youtu.be/hGX_z5rXRlU?t=2076 || The Alex Hormozi Cookbook [REVEALED]
all right that's fine all right so we got 40 g of protein so far all right now we're going to take our horel chili so what we're going to do here is we're going to this guy here there we go all right and then we're going to put a little chili on 35 minutes there little spoony spoon oh yeah oh yeah oh

[35:07] YouTube https://youtu.be/hGX_z5rXRlU?t=2100 || The Alex Hormozi Cookbook [REVEALED]
yeah there we go all right so now we got 70 GS of protein and we need 30 more and obviously if you want to like have more protein you could just have a leaner meat this is just fun and easy because I said earlier I wanted to have no Preps stuff so that's no prep all right and so we need 30 G more which is going to be 1 and 1/2 cups this is 2

[35:31] YouTube https://youtu.be/hGX_z5rXRlU?t=2124 || The Alex Hormozi Cookbook [REVEALED]
cups this whole thing so it's basically going to be most of this all right there's one all right left about all right a quarter in there all right now you could probably just do this and be pretty happy about it but I like throw a little salsa on there and just like that take your Chips you take your take your sour cream take

[36:03] YouTube https://youtu.be/hGX_z5rXRlU?t=2156 || The Alex Hormozi Cookbook [REVEALED]
one of these guys go on top get really get in there there we go there we go yeah honestly a fox is great it's really delicious it's actually good and um this is food and so this is how we'll make it for camera real life I would take a bowl I'd start with the chili I put the sour cream on top and have the salsa I would take the chips and I would dip it in that way the chips stay crunchy doesn't look nearly as cool but that's what I

[36:39] YouTube https://youtu.be/hGX_z5rXRlU?t=2192 || The Alex Hormozi Cookbook [REVEALED]
would actually do all right and so that is the bastic voyage of nachos and protein it is 12 ways that you can have zero prep zero intelligence 100% protein as little fat little carbs as seemly possible while having maximum deliciousness in little time and if you make a mosy meal tag me on Instagram or Twitter I'm going to be rearing the best ones and if you guys find something

[37:01] YouTube https://youtu.be/hGX_z5rXRlU?t=2214 || The Alex Hormozi Cookbook [REVEALED]
that's even more delicious than the 12 that I had that is zero prep that's 100 grams of protein that takes almost no time tag me in that cuz I might try it myself but I'll definitely be sharing it so thank you guys keeping awesome hope you guys have an amazing 2024 get as shredded as you want and uh that one

[37:17] YouTube https://youtu.be/hGX_z5rXRlU?t=2230 || The Alex Hormozi Cookbook [REVEALED]
of these meals actually gets into your rotation and becomes a main day and for x-rated food content like this check out my only fans m === 2. SALES & OUTBOUND - 48 PICKED ===


VIDEO
TITLE: People don’t know how to manage their emotions
URL: https://youtu.be/i7XttTpqEk0
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/i7XttTpqEk0?t=0 || People don’t know how to manage their emotions
Yeah, people don't know how to manage their emotions. I think the the more at least for me, the more I've tried to create space between how I feel and what I do, the more consistent my outcomes have been. What do you mean? So if I need to create content and I'm not feeling it or I'm feeling tired or

[0:23] YouTube https://youtu.be/i7XttTpqEk0?t=16 || People don’t know how to manage their emotions
things like that, the more times I give into that excuse or that feeling, then the more superstitious I become about doing it in the future. Whereas a lot of times if I can just start when I am tired or when something is painful and then still execute about the same as before, I look at game tape or I look at

[0:45] YouTube https://youtu.be/i7XttTpqEk0?t=38 || People don’t know how to manage their emotions
video or look at the content from those sessions for example and I see that I remember feeling terrible during the session but you can't really see anything. And I think the more times you get that loop going the more you can separate how you feel and what is required. And the more times you do what is required to

[1:01] YouTube https://youtu.be/i7XttTpqEk0?t=54 || People don’t know how to manage their emotions
get what you want, the more times you get what you want. 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

[1:16] YouTube https://youtu.be/i7XttTpqEk0?t=69 || People don’t know how to manage their emotions
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 important part for you,

[1:30] YouTube https://youtu.be/i7XttTpqEk0?t=83 || People don’t know how to manage their emotions
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 this thing absolutely free.

[1:43] YouTube https://youtu.be/i7XttTpqEk0?t=96 || People don’t know how to manage their emotions
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

[1:58] YouTube https://youtu.be/i7XttTpqEk0?t=111 || People don’t know how to manage their emotions
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: You Feel Like an Imposter Because You’re Lying
URL: https://youtu.be/iT6HjY0DjpE
PRIMARY_TOPIC: content
TOPICS: content, mindset, branding, content

[0:00] YouTube https://youtu.be/iT6HjY0DjpE?t=0 || You Feel Like an Imposter Because You’re Lying
So, how do I get over imposter syndrome if you ever had it? Of course. Great question. Um, I will tell you how I've avoided imposter syndrome, which is state the facts and tell the truth straight up. I'll tell you a story that'll drive this home. So, I had an agency owner um who came to me, one of the uh one of our workshops, and uh he

[0:25] YouTube https://youtu.be/iT6HjY0DjpE?t=18 || You Feel Like an Imposter Because You’re Lying
said, "Hey, how do you, you know, deal with imposter syndrome?" And I was like, "Well, what do you mean?" And he was saying that he used to own an agency, right? And now he like got appointments for other agency owners. I said, "Okay." I said, "So, what do you feel? What do you feel imposter about that?" He's like, "Well, you know, like

[0:45] YouTube https://youtu.be/iT6HjY0DjpE?t=38 || You Feel Like an Imposter Because You’re Lying
just like the success level, blah blah blah blah blah." And I was like, "Well, I mean, from what you told me, you had an agency. you sucked at agency work and you were good at getting customers but not a retention. And he's like, "Yeah, that's true." And I said, "Right." I said, "Are you saying that in your marketing? Is that

[1:04] YouTube https://youtu.be/iT6HjY0DjpE?t=57 || You Feel Like an Imposter Because You’re Lying
how you're depicting that?" And he was like, "Well, not exactly." And I was like, "Right. So, you're lying and that's why you feel like an impostor." I was like, "If you state the facts and tell the truth, two things happen. One, you won't feel like an imposttor. Second, you'll sell more." Think about this for a moment. If I got

[1:24] YouTube https://youtu.be/iT6HjY0DjpE?t=77 || You Feel Like an Imposter Because You’re Lying
if I got on the, you know, like if I started marketing and said, "Hey, listen. I was really good at getting, you know, uh, agency clients. Sucked at delivering. Really not that good at like client services. Don't really enjoy it, but very good at getting appointments and closing them. And so I just stopped

[1:40] YouTube https://youtu.be/iT6HjY0DjpE?t=93 || You Feel Like an Imposter Because You’re Lying
doing that. And if you're an agency who's actually good at doing delivery, I'd love to just like sell appointments for you or set them up and show you how we sell so that you can feed your own business. this is just what I'm good at and so I stick to this. What is wrong with that? Where is the imposttor?

[1:56] YouTube https://youtu.be/iT6HjY0DjpE?t=109 || You Feel Like an Imposter Because You’re Lying
Like either you can do it or you can't do it. And so I think the imposttor syndrome comes from getting ahead of yourself, getting above your skis. If you state the facts and tell the truth, what is there to argue about? You did this stuff or you didn't do this stuff. And the I think the the issue comes from

[2:14] YouTube https://youtu.be/iT6HjY0DjpE?t=127 || You Feel Like an Imposter Because You’re Lying
when we're not being honest with ourselves about how we're portraying or positioning ourselves to the public, right? But the ironic thing is that if you were just honest about your deficiencies, you will become more compelling, more authentic, and persuade more people, not fewer. Real quick, I'm going to show you the exact 10stage road

[2:30] YouTube https://youtu.be/iT6HjY0DjpE?t=143 || You Feel Like an Imposter Because You’re Lying
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 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

[2:47] YouTube https://youtu.be/iT6HjY0DjpE?t=160 || You Feel Like an Imposter Because You’re Lying
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. It's absolutely free. And so the link's in the description, but you just go

[3:01] YouTube https://youtu.be/iT6HjY0DjpE?t=174 || You Feel Like an Imposter Because You’re Lying
acquisition.comroadmap. Just enter your info and it'll spit it right back to you. Offering.


VIDEO
TITLE: How to Make Content Nobody Can Copy
URL: https://youtu.be/iWsrf2oBBwU
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/iWsrf2oBBwU?t=0 || How to Make Content Nobody Can Copy
There's only one way I know to beat people who copy you. Get bigger. It's not by direct conflict, but by making them shrink into irrelevance by comparison. Agree. I just I mean, especially when it comes to content creation, I imagine that this is something that Yeah. that you know, you see one thing that becomes effective

[0:20] YouTube https://youtu.be/iWsrf2oBBwU?t=13 || How to Make Content Nobody Can Copy
and then downstream from that a lot of stuff happens. And you know, if you've done the hard work of forging ahead, trailblazing, path finding, split testing, wow, we finally came up with this thing and then within 4 weeks you're like, oh, brilliant. This is all over the internet now. Well, I always see it as like a first

[0:37] YouTube https://youtu.be/iWsrf2oBBwU?t=30 || How to Make Content Nobody Can Copy
mover thing, which is like they need me, I don't need them. They require me in order to iterate their content. I don't because I don't look at theirs to make mine. Yep. And so, and it's cuz like my everybody knows, man, as well. Everybody knows. Every single person that's copying thumbnails, that's copying subtitle subtitle styles,

[0:56] YouTube https://youtu.be/iWsrf2oBBwU?t=49 || How to Make Content Nobody Can Copy
that's, you know, going after the same talking points, they know deep down that what they're doing is creating a rough hune pixelated equivalent of what they think they can try and be at at best what you can hope for is being the second best Alex Homozi in the world, right? And I'll win that game. But like

[1:12] YouTube https://youtu.be/iWsrf2oBBwU?t=65 || How to Make Content Nobody Can Copy
they would beat me at being whoever they are. Correct. I mean, this sounds so trit, but like I I I'm trying to say this in a different way so that it hits because like people have heard like there's only one version of you. Like there's just so much actual meat to that concept because this is this is, you know, Gary

[1:30] YouTube https://youtu.be/iWsrf2oBBwU?t=83 || How to Make Content Nobody Can Copy
originally did the document don't create thing. And I think that the the reason that the content that we have is quote original is because like we document I I document through Twitter the things that come up in my actual life. And so it's not like what's trending right now. It's like, well, I had this meeting with a

[1:46] YouTube https://youtu.be/iWsrf2oBBwU?t=99 || How to Make Content Nobody Can Copy
CEO and he said that thing about the competitor and that's my tweet. And there wasn't somebody else in the meeting also going, "Oh, brilliant. That's a lesson that I can take that I can use for my Twitter, right?" And so, it's all from like original source. And if everyone else like, and this is on the flip side, if you're the

[2:03] YouTube https://youtu.be/iWsrf2oBBwU?t=116 || How to Make Content Nobody Can Copy
person who's doing this, like you need to find what your original sources of content because like you will always be second or second, you'll never be first is really the is really the statement. And like at least for me, if I'm playing a game, I want to play for the long haul. And the point of the game is to

[2:19] YouTube https://youtu.be/iWsrf2oBBwU?t=132 || How to Make Content Nobody Can Copy
keep a game going. And if you want to keep the game going, then you can't be dependent on someone else. 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

[2:33] YouTube https://youtu.be/iWsrf2oBBwU?t=146 || How to Make Content Nobody Can Copy
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 you where you're

[2:47] YouTube https://youtu.be/iWsrf2oBBwU?t=160 || How to Make Content Nobody Can Copy
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 struggling with, someone else has already struggled with it and solved it. And so I'd like to give you

[3:01] YouTube https://youtu.be/iWsrf2oBBwU?t=174 || How to Make Content Nobody Can Copy
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 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

[3:15] YouTube https://youtu.be/iWsrf2oBBwU?t=188 || How to Make Content Nobody Can Copy
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 Scale a Personal Brand
URL: https://youtu.be/jei4QIp_FVw
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/jei4QIp_FVw?t=0 || How to Scale a Personal Brand
You mentioned that it's something like 20 30% of the businesses coming to you they make content in some way. Yeah. Do you think that those businesses because a lot of people talk about creator creator coming are they better than those that don't grow and have con as part of their workflow? Really interesting question. Um I think

[0:16] YouTube https://youtu.be/jei4QIp_FVw?t=9 || How to Scale a Personal Brand
it's a it's a double-edged sword. So what makes them great also makes them risky. So they will typically have very low cost to acquire customers because it's organic. And so it's just some Yeah, it's some star or whatever. I'll call it a star, right? Um who's who's good on camera, good in whatever format they they advertise in. Um so

[0:34] YouTube https://youtu.be/jei4QIp_FVw?t=27 || How to Scale a Personal Brand
they acquire customers cheaply. Uh the other pro is that typically if someone starts with an organic audience, they really care about product because being a creator like your media is a product in a way and so they have the right perspective on like this has to be really good or I'm going to lose my

[0:50] YouTube https://youtu.be/jei4QIp_FVw?t=43 || How to Scale a Personal Brand
reputation because the whole an organic brand is built on reputation. And so I think they're more obsessive about product which I think that's a huge plus. the the downsides for the business obviously is that they have massive keyman risk. Now, I think where where you get really smart about it is if you

[1:05] YouTube https://youtu.be/jei4QIp_FVw?t=58 || How to Scale a Personal Brand
can gain enough influence where you can develop an affiliate network um of businesses like somebody who's done real estate, more dates, uh the fitness guy. Um he has, I think, an affiliate base of four or 5,000 affiliates that promote his fitness products. And so, he's become such an authority that people are

[1:23] YouTube https://youtu.be/jei4QIp_FVw?t=76 || How to Scale a Personal Brand
willing to say, well, I don't want to remake what he's made. I'll just promote his stuff. And I think he has a good, you know, a good program there. So he's he's paying down his keyman risk by getting larger and larger percentage of the business. And so I think that the way to really scale an organic creator

[1:40] YouTube https://youtu.be/jei4QIp_FVw?t=93 || How to Scale a Personal Brand
business is you launch it with the personal brand and then over time you backfill with other faces that you have to approve and that's the key part. You have to approve that are on brand with your values and your message and are authentic to the product that you have and are attracting the audiences that you want to go after.

[1:57] YouTube https://youtu.be/jei4QIp_FVw?t=110 || How to Scale a Personal Brand
And then they over time become bigger than you and you kind of like Homer Simpson into the into the bushes. Oh yeah. You recede. Yeah. Yeah. Exactly. Yeah. Exactly. And you recede into the bushes until eventually people associate you with the brand but the brand outgrows you. It's fascinating because well two

[2:12] YouTube https://youtu.be/jei4QIp_FVw?t=125 || How to Scale a Personal Brand
questions immediately come to mind. The first is on key manneris this is what you and Ila have. Are you thinking about bringing a roster of folks to solely took for the faces of even the con side of your business? So two answers. First, we're not planning on selling acquisition and on any time price and that's useful. Um,

[2:29] YouTube https://youtu.be/jei4QIp_FVw?t=142 || How to Scale a Personal Brand
and so I like I see Elon as keyman to SpaceX and Tesla. Yeah. And so what if you have the desire to exit a business then keyman risk becomes a problem. If you want to go public or you want to hold, it's really who cares? And so it's kind of a who cares issue. Um, that being said, the second answer is uh yes

[2:47] YouTube https://youtu.be/jei4QIp_FVw?t=160 || How to Scale a Personal Brand
because I do like having fewer single points of failure in general. So despite the fact that I don't think we necessarily would need it, I still like to build businesses that way in general and we have plans for what we're going to do over the next 24 months and beyond to build out ACQ's brand. Makes sense. Yeah. The second question I

[3:02] YouTube https://youtu.be/jei4QIp_FVw?t=175 || How to Scale a Personal Brand
had related to that was when I look at creation space who've successfully executed on this is actually very minimal. Oh yeah, I can tell you one who I look at who Dave Ramsey. So that's right. He's brought in George, he's brought in other people under him. He's got Rachel who's his daughter, but like he's got Rachel. Um he's got John.

[3:18] YouTube https://youtu.be/jei4QIp_FVw?t=191 || How to Scale a Personal Brand
Um he's got um yeah he's got nine I think channels for example just on YouTube that are associated with the primary and what's interesting is that they basically run the same playbook. Um it's daily call-in show and clips and full episodes basically are are the channel and so they clip each episode into like four or

[3:41] YouTube https://youtu.be/jei4QIp_FVw?t=214 || How to Scale a Personal Brand
five 10-minute clips uh and they put each of those out. So that's like that gives them tons of good like mid-length clips. They get the one full episodes and then short clips get taken and become shorts. I study Ramsy a lot. Um, one because I like Dave, but secondly because the amount of creators that get quote

[4:01] YouTube https://youtu.be/jei4QIp_FVw?t=234 || How to Scale a Personal Brand
creator burnout is really high. Yeah. Um, or we're talking like Shelby Church, right? She's kind of shifted to I would say a sustainable uh content model, right? But it's it doesn't really acquire new viewership anymore. Like you only care about a vlog if you care about the person. Yeah. It's you're maintaining or some

[4:19] YouTube https://youtu.be/jei4QIp_FVw?t=252 || How to Scale a Personal Brand
creator grow OG on YouTube now they shift to a podcast, right? And it's because it's a quote easier format, but it doesn't really grow the audience. It just kind of like maintains the audience that you have. And again, to be clear, nothing wrong with that. Totally. But I look at somebody like Dave and I

[4:32] YouTube https://youtu.be/jei4QIp_FVw?t=265 || How to Scale a Personal Brand
think he's been making content for 40 years. Like there's something to be learned from that. 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

[4:48] YouTube https://youtu.be/jei4QIp_FVw?t=281 || How to Scale a Personal Brand
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

[5:01] YouTube https://youtu.be/jei4QIp_FVw?t=294 || How to Scale a Personal Brand
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

[5:15] YouTube https://youtu.be/jei4QIp_FVw?t=308 || How to Scale a Personal Brand
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 call with my team and we will look at

[5:30] YouTube https://youtu.be/jei4QIp_FVw?t=323 || How to Scale a Personal Brand
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 Minimum Standard That Changed My Career
URL: https://youtu.be/jvFvaCuyVfM
PRIMARY_TOPIC: content
TOPICS: content, content, mindset, productivity

[0:01] YouTube https://youtu.be/jvFvaCuyVfM?t=0 || The Minimum Standard That Changed My Career
And that's why it's not about what everyone else will think because when I'm on stage making that presentation, the only person whose voice I'll hear is mine. And I will know if I have done everything in my control to be prepared or not. And what what's the best thing that comes out? I didn't do everything that I

[0:17] YouTube https://youtu.be/jvFvaCuyVfM?t=10 || The Minimum Standard That Changed My Career
could to prepare and I managed to fluke my performance. I managed to like close my eyes, throw the dart, and oh wow, it hit the bullseye. You'll even know that. There'll even be guilt. You won't even be able to fully enjoy your success. because you'll have tarnished it with your lack of input. And what's interesting is that when you

[0:34] YouTube https://youtu.be/jvFvaCuyVfM?t=27 || The Minimum Standard That Changed My Career
start defining your own success that way, um it actually starts to feel under your own control. But the downside is you realize that you can do very few things. And then all of a sudden, life feels very short cuz you're like, shoot, there's like not that many things I can do before I die if I'm going to actually

[0:48] YouTube https://youtu.be/jvFvaCuyVfM?t=41 || The Minimum Standard That Changed My Career
do my best. And what was interesting is I was talking to a CEO friend of mine. He's a public CEO. Um and he was like, I need to start making content, right? I'm like, dude, you're like managing a billion dollar company. I was like, "You're doing okay, man." But because of that type of person, he's like, "I need

[1:01] YouTube https://youtu.be/jvFvaCuyVfM?t=54 || The Minimum Standard That Changed My Career
to be doing better with my content, right?" He's got a few hundred thousand followers anyways. And so I was like, "All right, well, how many pieces of content you putting out a week?" And he was like, "Well, I mean, I put out one a day." And I was like, "Dude," I was like, "We put out 300 a week." And he just he

[1:18] YouTube https://youtu.be/jvFvaCuyVfM?t=71 || The Minimum Standard That Changed My Career
didn't even respond. He just took he just like pursed his lips and nodded. He was like, "Thank you for resetting my minimum standard." That's all he like, "Thank you." Like and I'm sure like when you talk to Phil Heath and he talks about the volume that is required in order to gain muscle and how much how

[1:31] YouTube https://youtu.be/jvFvaCuyVfM?t=84 || The Minimum Standard That Changed My Career
how d how dialed in he is with food and all the other things. Um just the amount of sheer work like the biggest change in or I'll say biggest reason that I've had significantly larger returns or outcomes that have happened later on in my career and they continue to get bigger and bigger is because the minimum standard

[1:50] YouTube https://youtu.be/jvFvaCuyVfM?t=103 || The Minimum Standard That Changed My Career
for how much work I know I can do on something has has multiplied 100fold. Like I look at the first presentations. I was telling Quinn this earlier. I look at the first presentations I ever gave. And I remember thinking to myself when I had this I was like this is a good presentation. It's like 25 slides with

[2:05] YouTube https://youtu.be/jvFvaCuyVfM?t=118 || The Minimum Standard That Changed My Career
like a heading and like three bullets on each slide and being like man this is good. I'm like this is a this is this is a pittance. This is like an afternoon. But in my mind if I spent a whole day on something that was like a lot of work. Now it's I you know I like using this term like measuring hundreds which is

[2:22] YouTube https://youtu.be/jvFvaCuyVfM?t=135 || The Minimum Standard That Changed My Career
like measuring hundreds of hours. How many hundreds of hours have you put towards something? If you do that, I promise you the thing that you're making will get a lot better. And you'll also see how much more you're capable of, which is what I think like my undertone of listening to what you were just

[2:34] YouTube https://youtu.be/jvFvaCuyVfM?t=147 || The Minimum Standard That Changed My Career
saying with the podcast is like the more you do, the more you realize you can do. And so what happens is you're actually even though you're you're going pro right now, you're like, "Dude, next year I'm going pro." Yeah. Because this is now just a minimum standard. Of course I work out three days a week. Of course I do three

[2:49] YouTube https://youtu.be/jvFvaCuyVfM?t=162 || The Minimum Standard That Changed My Career
podcasts a week. But dude, once we have the the reality TV show and we have the full crew and we have the headquarter like cuz then the path gets lit of where you're going to go because you're so singularly focused and you know you have no other distractions. The attention cost isn't you're not paying that down

[3:03] YouTube https://youtu.be/jvFvaCuyVfM?t=176 || The Minimum Standard That Changed My Career
anymore and you're just like how many times can I repeat this effort and then that's when you start unlocking mastery, right? like I I have this process for creating presentations and before we turned on the mics, uh we were talking about it, but it's like I've done a handful of presentations in my life and

[3:18] YouTube https://youtu.be/jvFvaCuyVfM?t=191 || The Minimum Standard That Changed My Career
I've gotten decent at making them, but the the process now is so refined, which is like it is game tape. It is I make the thing, I do the thing in my head, I do it out loud, I watch the recording, I edit the thing, I do it in my head, I do it out loud, I watch the recording, I edit the thing, and I just keep doing it

[3:35] YouTube https://youtu.be/jvFvaCuyVfM?t=208 || The Minimum Standard That Changed My Career
until it's glass. Dude, I listened to I listened to every podcast that I did for probably the first two and a half years. I listened back every single every single time. But at the time, I didn't cringe because I thought that Oh, you crushed it. Anybody can go back and listen to episode one with Stuart Morton

[3:49] YouTube https://youtu.be/jvFvaCuyVfM?t=222 || The Minimum Standard That Changed My Career
in my old office in Newcastle upon time and you'll notice every other sentence that he says, I go, "Mhm." Mhm. It's infuriating. It's absolutely catastrophic. My accent's terrible. The everything everything about it is is awful. And yet at the time I thought it was great. Here's another interesting thing I've been thinking about recently.


VIDEO
TITLE: The Pain Is the Pitch
URL: https://youtu.be/k6S-0EmayIY
PRIMARY_TOPIC: content
TOPICS: content, content, leads, closing

[0:00] YouTube https://youtu.be/k6S-0EmayIY?t=0 || The Pain Is the Pitch
Uh, you know, like the Midwit meme. Yeah. Yeah. Yeah. I feel like the Midw meme is one of my favorite memes of all time because it just it's it's been so true for me in so many domains of my life. It's like, you know, when I started lifting it was like add more weight, eat protein, try hard, you know what I mean? Like do it over

[0:16] YouTube https://youtu.be/k6S-0EmayIY?t=9 || The Pain Is the Pitch
and over again. And that was like that was it, right? And then I got into like you know periodization and like you know volume blocks and then you know peaking cycles and like you know you know we have to have undulating periods and we have to have like you know this is better for pressure this is better for

[0:29] YouTube https://youtu.be/k6S-0EmayIY?t=22 || The Pain Is the Pitch
st all this like complexity right and then like fast forward now it's like dude just just eat protein add more weight to the bar and you know thank your parents for your genetics like whatever now of course the comments will be like and Alex takes testosterone which I've been public about so deal with it and so I think the same thing

[0:45] YouTube https://youtu.be/k6S-0EmayIY?t=38 || The Pain Is the Pitch
with marketing and so like a lot of it Did your testosterone make you more Persian? Was it Persian testosterone? I don't know. Maybe. I think it's all genetics of the hair. Is that the peed? Is being born Persian? Um, if anything, I think I think the testosterone would would decrease the amount of hair I have on my head at

[1:02] YouTube https://youtu.be/k6S-0EmayIY?t=55 || The Pain Is the Pitch
least. But anyways, um, but yeah, but like with marketing, it's like it's so much like no persuasion occurs in the vague. Like persuasion occurs in the specific. And so when it's like, "All right, I know he he just like if you can articulate someone's pain to them more accurately than they can, they will buy

[1:22] YouTube https://youtu.be/k6S-0EmayIY?t=75 || The Pain Is the Pitch
what you have to sell without even hearing much about whatever your offer is." If someone describes every pain in your life in excruciating detail, you're like, "If this guy knows this much about my pain, he has to know how to solve it." And what's also nice about pain specifically is that pain is more

[1:37] YouTube https://youtu.be/k6S-0EmayIY?t=90 || The Pain Is the Pitch
motivating than promise. And so it's also more compliant because if we think about like what like what is a salesperson what is marketing in general like we just simply motivate someone to take action right we increase the likelihood that they see this message they take it desired action and so it's

[1:50] YouTube https://youtu.be/k6S-0EmayIY?t=103 || The Pain Is the Pitch
like well then where does the basis of motivation come from which is a super complex question and so for me motivation comes from deprivation and we have to deprive the prospect or increase their perception of deprivation around the out the you know the action that's associated with whatever thing that we

[2:08] YouTube https://youtu.be/k6S-0EmayIY?t=121 || The Pain Is the Pitch
want them to do or so the outcome associated with what action we want them to take. And so that comes from like when people were like the pain is the pitch which is one of my my little isms is like the pain is the pitch like if you if you can accurately do that and it's not about like fancy words. It's

[2:21] YouTube https://youtu.be/k6S-0EmayIY?t=134 || The Pain Is the Pitch
not and not at all. It's it's you know it's short words short sentences clearly defined that it takes no brain power to process and yet it still has emotional resonance because of the specificity. So like lose weight fast probably worked as the for first weight loss ad in 1930 and then everyone was like wow that short

[2:40] YouTube https://youtu.be/k6S-0EmayIY?t=153 || The Pain Is the Pitch
words that's amazing but then they had to get like more nuanced and so it's like you just have to keep breaking words down into like what does that really mean? Like it's like have you ever been like the overweight girl who uh wanted to take the photo instead of be in the photo? You know what I mean?

[2:56] YouTube https://youtu.be/k6S-0EmayIY?t=169 || The Pain Is the Pitch
Yeah. Yeah. No. And that's real. Like have you ever walked your thighs chaf together? Have you ever always had a a coverall when your friends were in a bikini? Like, have you felt weird about, you know, you putting your own sunscreen on? Have you been like in pictures you said? Like, do do you duck out? Uh, when

[3:11] YouTube https://youtu.be/k6S-0EmayIY?t=184 || The Pain Is the Pitch
you put your pants on that you used to wear, do you keep do you find yourself holding your breath for longer and longer in order to put them on? Like those are spec, you know, specifics, right? Right? And like that's where copy is driven, which is why you have to know the customer. Which is why in my

[3:24] YouTube https://youtu.be/k6S-0EmayIY?t=197 || The Pain Is the Pitch
opinion, some of the best marketers, like the truly goated marketers can advertise pain that they have not experienced. But the vast majority of marketers who are good in specific spaces know the avatar because they are the avatar or at least were the avatar. Real quick, if you're a business owner and you are not growing as fast as you'd

[3:41] YouTube https://youtu.be/k6S-0EmayIY?t=214 || The Pain Is the Pitch
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

[3:56] YouTube https://youtu.be/k6S-0EmayIY?t=229 || The Pain Is the Pitch
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,

[4:09] YouTube https://youtu.be/k6S-0EmayIY?t=242 || The Pain Is the Pitch
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

[4:23] YouTube https://youtu.be/k6S-0EmayIY?t=256 || The Pain Is the Pitch
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: Why Most People Don’t Win in Business
URL: https://youtu.be/kayQJ2BEYQo
PRIMARY_TOPIC: content
TOPICS: content, mindset, productivity, content

[0:00] YouTube https://youtu.be/kayQJ2BEYQo?t=0 || Why Most People Don’t Win in Business
And this is that lean-in mentality again. It's like, look, it sucks. It's shitty. You're tired. Everybody says that you're leaving your friends behind, leaving your family behind, betraying your culture, betraying whatever expectation it is that they have on you. You need to do something that most people aren't willing to do because, as we've said, the average American is obese, in debt, and divorced. Like, is that really Oh, brilliant. Fantastic.

[0:22] YouTube https://youtu.be/kayQJ2BEYQo?t=15 || Why Most People Don’t Win in Business
I'm in the center of the bell curve distribution here. That's really congratulations. And then the other side, stop complaining about the results you didn't get from the work you didn't put in. Okay, so you didn't lose weight this month. Did you follow your diet? Well, I did for half the month. Okay, so is it any surprise that you didn't lose any weight? How's your content creation

[0:42] YouTube https://youtu.be/kayQJ2BEYQo?t=35 || Why Most People Don’t Win in Business
game going? Well, I I you know, I spent a lot of time planning for the podcast that I'm going to release or for the Instagram that I'm going to start or from the Substack that I'm going to begin writing on. Okay. And what did you actually do? It comes back to like the work doesn't care. Yeah. 1 minute Charlie Mer in one of his seinal speeches, he talks about how to guarantee failure, how to make sure that you are a failure. And he inverts the

[1:08] YouTube https://youtu.be/kayQJ2BEYQo?t=61 || Why Most People Don’t Win in Business
the concept of success. It's like, what could you do to make sure that you were a failure? It's like, well, you would definitely get involved in drugs, drinking. He says, was it leverage liquor and women? That's, you know, the Charlie's Charlie's big one, right? But one of the ones that he has, I think he has seven in his in his in his speech, is consistency. He's like, you have to make

[1:28] YouTube https://youtu.be/kayQJ2BEYQo?t=81 || Why Most People Don’t Win in Business
sure that you're inconsistent. He's like, because if you are consistent and you have none of the other attributes, he's like, it's you still might be successful. He's like, it's it's very tough for people who are consistent to not be successful. And he makes an an especially pointed point about consistency because in my opinion it's one of the most difficult of the virtues for humans to do because we're so attracted to novelty. And so like I mean

[1:53] YouTube https://youtu.be/kayQJ2BEYQo?t=106 || Why Most People Don’t Win in Business
I used to deal with this with you know people on their diets all the time. I remember I ran gyms. And so someone would come in and I would always ask the question so have you been following the meal plan? And then they would say yes. And so then I started changing the way I asked the question. So I'd say out of the 21 meals that you were supposed to eat how many of the 21 did you have exactly the way was on the meal plan?

[2:11] YouTube https://youtu.be/kayQJ2BEYQo?t=124 || Why Most People Don’t Win in Business
And then they would be like, "Oh, I mean, at least half." And they would say it as though that was a mark of success. And right now, the meal plan could be your content plan. It could be your It could be your showing up to work on time plan. It could be the time that you want to put towards your side hustle. It

[2:25] YouTube https://youtu.be/kayQJ2BEYQo?t=138 || Why Most People Don’t Win in Business
doesn't really matter. But if there's one muscle that you can flex, it's learning to do the same thing over and over again. Like one of the one of the values that we had at gym launch is do the boring work. Because boring is what makes you rich, right? It's it's it's it's writing the follow-up sequence to

[2:42] YouTube https://youtu.be/kayQJ2BEYQo?t=155 || Why Most People Don’t Win in Business
your to the purchase page that you don't feel like doing, but you know you should do. It's running the split test for the 10th time. It's it's actually going through and prepping for 20 minutes before you have the meeting because


VIDEO
TITLE: How We Made 2,000 Ads to Launch a $105M Product
URL: https://youtu.be/lBNpcvKvf38
PRIMARY_TOPIC: content
TOPICS: content, ads, content, leads, scaling

[0:00] YouTube https://youtu.be/lBNpcvKvf38?t=0 || How We Made 2,000 Ads to Launch a $105M Product
for each of the different ways of the core four, the ways of the warrior, the ways of the marketer, right? We have our I'll redraw this for everybody. We have our outbound, we've got outbound, we've got uh we got paid paid ads, and then we've got, you know, organic or content, right? We've got organic. Okay.

[0:18] YouTube https://youtu.be/lBNpcvKvf38?t=11 || How We Made 2,000 Ads to Launch a $105M Product
Now, how do we do more? Right? So, from an ads perspective, we'll start here. More can simply mean more money. It could also mean more creative. It could mean more platforms. All of these things are versions of more. And so I will typically do this in reverse order of risk, right? And so that means that I

[0:42] YouTube https://youtu.be/lBNpcvKvf38?t=35 || How We Made 2,000 Ads to Launch a $105M Product
think that if I'm going to if I'm going to put this in order for paid, it'd be like, okay, well, the first I'm going to do is make more creative. If I have more creative, I have a higher chance of getting more winners. If I have more winners, then I'm going to get better rows and I'll be able to scale to more

[0:53] YouTube https://youtu.be/lBNpcvKvf38?t=46 || How We Made 2,000 Ads to Launch a $105M Product
markets, more avatars, more segments. Great. So that's the first more I'm going to do. The second more I'm going to do is I'm gonna say I'm gonna spend more money on ads. How can I take my $100 a day and spend it for $1,000 a day? What stops me from doing that? Right? And then third, if I do step one

[1:08] YouTube https://youtu.be/lBNpcvKvf38?t=61 || How We Made 2,000 Ads to Launch a $105M Product
to step two and I make way more creative and I spend more money, then at that point I say, okay, what now that I built this machine that can create 10 times the the creative volume, how do I do this um within the context of uh Instagram or how do I do this in the context of Tik Tok or how to do this in

[1:24] YouTube https://youtu.be/lBNpcvKvf38?t=77 || How We Made 2,000 Ads to Launch a $105M Product
the context of X, right? Each of these platforms. So, some of you guys don't know this, but for the launch, for the money models launch, this puppy, right? So, for this guy, the reason we were able to do 105 point whatever million at the launch is because we didn't just like we advertised so much, right? So,

[1:44] YouTube https://youtu.be/lBNpcvKvf38?t=97 || How We Made 2,000 Ads to Launch a $105M Product
we did I think 2,000 plus ads before the six weeks out began. We had banked those 2,000 at 2,000 like count to 100 and then do that 20 times. And if you counted, it'd be like, "Wow, this is really boring." That's how long it takes to count to 2,00. We made 2,000 ads, which takes significantly longer than

[2:04] YouTube https://youtu.be/lBNpcvKvf38?t=117 || How We Made 2,000 Ads to Launch a $105M Product
counting to 2,00. And so, this is what people dramatically misunderstand is the amount of work it takes to do more. Because then I can say, well, my editor, I only have five editors and I can't do they can only do, you know, they can only do five ads a day each and that's 25 ads a day is all we can put out.

[2:21] YouTube https://youtu.be/lBNpcvKvf38?t=134 || How We Made 2,000 Ads to Launch a $105M Product
Well, if I got to 2,000 ads, do I think that I would have a higher likely of hitting this big goal? Yes. What would it take? So, it turned out, we did the math, it took 15 editors. And so, that means that we had to contract 10 more to do the editing. What does that cost? A lot less than 105 million. So, we did it

[2:40] YouTube https://youtu.be/lBNpcvKvf38?t=153 || How We Made 2,000 Ads to Launch a $105M Product
right. So, we figure out what would it take to get this big goal in terms of volume and then what are the resources required to do that? And then, is it worth it? And most times the answer is a resounding yes, not a small yes, a big ass yes. And so then we say then what's stopping us? And the answer is almost

[2:58] YouTube https://youtu.be/lBNpcvKvf38?t=171 || How We Made 2,000 Ads to Launch a $105M Product
always nothing. Just do more. Now that's how I would attack paid from a more perspective, right? From a from a content perspective, it's the same thing in terms of scaling uh scaling editors. Now, one of the interesting things about doing more is that doing more is so painful, right? It's so much work. It's

[3:18] YouTube https://youtu.be/lBNpcvKvf38?t=191 || How We Made 2,000 Ads to Launch a $105M Product
a lot of work to do more. But that pain forces another forcing function which you don't need to try to do. It will occur on its own which is you will try and minimize how much work you're doing or at least you will try and get more. If you have a fixed work like I'm going to do 100 calls no matter what. I'm

[3:33] YouTube https://youtu.be/lBNpcvKvf38?t=206 || How We Made 2,000 Ads to Launch a $105M Product
going to do 100 minutes of content no matter what. What do you think happens? You think man it'd be really nice if I got higher pickup rates. So then you start looking at your time and saying, you know, people pick up more in the afternoons for my market or they they pick up really hot between 5 and 7 a.m.

[3:48] YouTube https://youtu.be/lBNpcvKvf38?t=221 || How We Made 2,000 Ads to Launch a $105M Product
in this particular market, whatever, assuming you, you know, follow the law, whatever. You start getting better. You start looking at the data. You start saying to like, if I'm going to do all this work, I might as well make it worth it, right? But you have to put yourself in that pain, that pain of the lack of

[4:03] YouTube https://youtu.be/lBNpcvKvf38?t=236 || How We Made 2,000 Ads to Launch a $105M Product
leverage, the pain of it being um inefficient to drive. There's a massive spit club that just came out. You missed that one. That was that was epic. No. So, you have this massive inefficiency that happens, but you have to keep it there because what happens otherwise is like the weak-minded, the weak of will do a hundred for one day or

[4:22] YouTube https://youtu.be/lBNpcvKvf38?t=255 || How We Made 2,000 Ads to Launch a $105M Product
two days in a row and they'll say, "I didn't get the result I wanted." It's like, "Duh, of course you didn't. You didn't do nearly enough." And so, the reason that your businesses may feel volatile or erratic, you're like, I don't know why. Sometimes we have high sales, sometimes we have low sales. It

[4:35] YouTube https://youtu.be/lBNpcvKvf38?t=268 || How We Made 2,000 Ads to Launch a $105M Product
looks like this, right? So, let's say that, let's walk through an example. Let's say that you do one sale on Monday of this week and then you do one sale on Thursday of next week and you do one sale I'm going to make I'm not going to draw in the whole thing. So let's say one sale on Friday uh of the the

[4:50] YouTube https://youtu.be/lBNpcvKvf38?t=283 || How We Made 2,000 Ads to Launch a $105M Product
following week and then one sale on you know Tuesday of the week after that. So you're doing one sale a week and they're kind of happening all over the place. So your your sales look like this, right? That's that's what they look like. Let me give you the the realest take I possibly can. There is a level of advertising that is

[5:08] YouTube https://youtu.be/lBNpcvKvf38?t=301 || How We Made 2,000 Ads to Launch a $105M Product
occurring that is generating four sales per month for you. There's a level of letting people know about your stuff that is happening. If you want to get to one sale a day, you would have to 7x that level of advertising. Period. And you might even have some inefficiencies because you might not get the same out of you doing 7x. So you

[5:32] YouTube https://youtu.be/lBNpcvKvf38?t=325 || How We Made 2,000 Ads to Launch a $105M Product
might have to 14x assuming your efficiency drops. And so what? How much would it take for me to do this 14x? And is the amount that it takes me to do the 14x less than a 7x for my business? If the answer is no, then what's stopping you? Right? And so this this thinking pattern is why I think people stay small. They get

[5:58] YouTube https://youtu.be/lBNpcvKvf38?t=351 || How We Made 2,000 Ads to Launch a $105M Product
obsessed with the margin. They get obsessed with with the relative returns. They get obsessed with the optimization. But sometimes you just have to do a violent unreasonable amount of work for an extended period of time because part of volume is the consistency associated with it. We couldn't make 2,000 ads in a

[6:15] YouTube https://youtu.be/lBNpcvKvf38?t=368 || How We Made 2,000 Ads to Launch a $105M Product
day. We had to make 25 or 50 ads and we had to do it every single day for hundreds of days in a row to get to the point where we could make 2,000. Right? And that was before we started. We ended up what with 3,000 2800 2,800. We made 2,800 ads. But we're like, man, I can't I can't scale my ads past a certain. You don't have enough.

[6:35] YouTube https://youtu.be/lBNpcvKvf38?t=388 || How We Made 2,000 Ads to Launch a $105M Product
We spent 500,000 a day per day at the end of the launch, the last few days. And you can only get to that level of scale with an equal amount of scale in terms of the inputs.


VIDEO
TITLE: Helping a 5M SaaS Scale to 20M/Year
URL: https://youtu.be/mMibC_2oPYU
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/mMibC_2oPYU?t=0 || Helping a 5M SaaS Scale to 20M/Year
First of all, sorry my English is not my first language. I try my best to explain what I do. Uh so I run a software company called Sub Magic. And basically what we do is we help creators make more captivating short form content uh through AI. Mhm. And so the issue we are solving is that everybody wants to create short form content today thanks to people like you. um and they just

[0:24] YouTube https://youtu.be/mMibC_2oPYU?t=17 || Helping a 5M SaaS Scale to 20M/Year
struggle with creating nice short form content that captivate the attention of people and um so we decided to create a tool that help us solve this issue in three clicks for everybody. So we grew in the last 12 months from 0 to 5 million making revenue. We plan to reach 20 million by the end of fure. And um we believe that in the world there is

[0:49] YouTube https://youtu.be/mMibC_2oPYU?t=42 || Helping a 5M SaaS Scale to 20M/Year
two people that help us drive all the traffic that we have. It's you and people like Iman Gazi because you are the most people who just push people to create content. You tell to tell to every people like you should create content to drive traffic to your business. And so they coming to us and say I want to do the same that Alex did.

[1:12] YouTube https://youtu.be/mMibC_2oPYU?t=65 || Helping a 5M SaaS Scale to 20M/Year
And so we help them create the captions, the people, the zoom, everything into cl. And so today um in my goal to reach 20 million in annual revenue next year um we identified that there is a something for a lot of our users that comes from school. Uh so they have a community in school uh and they want to drive members in their community. So they create

[1:33] YouTube https://youtu.be/mMibC_2oPYU?t=86 || Helping a 5M SaaS Scale to 20M/Year
content to drive members but they are using some magic for create nice content to drive traffic to school community. And so yeah my question was like what should I do with I mean in my mind like create a partnership with people like you would be the nicest and the most smartest deal I can do ever to grow my business.

[1:55] YouTube https://youtu.be/mMibC_2oPYU?t=108 || Helping a 5M SaaS Scale to 20M/Year
So yeah. What's the constraint? What do you mean by the constraint? So you said you're going from 5 to 20. So why Bob? Sorry. So you said you're at 5 million and you're going to hit 20 next year. Yeah. So how are you getting customers right now? That's weird. So how are you getting customers right now? We have forward from Christian channel.

[2:16] YouTube https://youtu.be/mMibC_2oPYU?t=129 || Helping a 5M SaaS Scale to 20M/Year
Uh 50% of our revenue coming from World of Mos. All right. Uh then 20% from affiliates. We have 7,000 affiliates today that share the world share the message among the world and the rest is mainly SEO creation. What's the price? Uh, so it's between 20 bucks a month to 150 bucks a month. And our average basket is around 40 bucks a month. 40 bucks per user.

[2:39] YouTube https://youtu.be/mMibC_2oPYU?t=152 || Helping a 5M SaaS Scale to 20M/Year
Got it. Got it. What are margins? Uh, we do 45% of the top. So you're still making money. Great. That's awesome. Super good. Okay. Um, so I So this is me looking out for you. Why bother? Like why bother? Like let me partner with Alex. like why bother when you could just go from 5 to 20 next year anyways?

[3:01] YouTube https://youtu.be/mMibC_2oPYU?t=174 || Helping a 5M SaaS Scale to 20M/Year
Uh because we believe we can go faster to this goal with people like you and we can reach much more high than 20. We think we can be become like the only one platform for short content creation from ids to editing to publishing your content and I think there is a place to take in this world where everybody's wants to create content today and there is no software to do that.

[3:24] YouTube https://youtu.be/mMibC_2oPYU?t=197 || Helping a 5M SaaS Scale to 20M/Year
Got it. So walk me through the pro. This is just me understanding the product. So let's say, so we've got this, right? So let's just use this as a case study. So we record this, say it's 60 minutes. Um, now what happens? So I've got this raw footage. Now what? So now you need to take the you need to take the extract and create some short content of this content. Right? So if you are basically in edition, you're

[3:47] YouTube https://youtu.be/mMibC_2oPYU?t=220 || Helping a 5M SaaS Scale to 20M/Year
going to see an editor and ask him like, hey, this is more footage. Can you please take some moments that are cool in the videos? Help me doing that. It will take you like probably 40 bucks per shot from content. Spend like hours on it and you will get the results that you like. So otherwise you use our software

[4:03] YouTube https://youtu.be/mMibC_2oPYU?t=236 || Helping a 5M SaaS Scale to 20M/Year
you put your footage the selection exactly like which part you can use it super easily. You create the caption on it in two clicks. You create the animation you need like after effects and then you publish your content. It it's just just makes sense for every people want to click on it. And so how does it identify where the moments are and how to like structure those moments?

[4:28] YouTube https://youtu.be/mMibC_2oPYU?t=261 || Helping a 5M SaaS Scale to 20M/Year
This is me. I just this is me seeking for curiosity. What do you mean by moments? Moments. So like we have 60 minutes. How does it know this is interesting? This is valuable. And then like there's a hook. So I'm going to I'm going to like he said the hook at the end. Let's put that at the beginning.

[4:41] YouTube https://youtu.be/mMibC_2oPYU?t=274 || Helping a 5M SaaS Scale to 20M/Year
That's a very good question. Uh so everything is based on transcript. So we analyze what you say. Thanks to AI and we understand that you are talking about giving business advice. Oh, that's cool. Okay. Who who talk about poop and everything is based on AI and we understand like we try to create short form based finding the best the answer

[5:01] YouTube https://youtu.be/mMibC_2oPYU?t=294 || Helping a 5M SaaS Scale to 20M/Year
and we build that and then if it's not what you're looking for you can just remove it and change it to find the best hook and we rate that out of 100 to see like which short should be the best for. So basically we do the work of an editor with so it's like there's three clips in here. This one will do the best based on our guess. This is the second best. This is the third best.

[5:22] YouTube https://youtu.be/mMibC_2oPYU?t=315 || Helping a 5M SaaS Scale to 20M/Year
Exactly. Okay. Super interesting. Yeah. I mean, I think it makes sense that if you're if you're trying to scale, then like at this point, I mean, I'm guessing that if you've grown to this this level based on word of mouth and affiliates, like you have growth channels that are established and people are, I'm guessing, happy with the product. What's churn?

[5:39] YouTube https://youtu.be/mMibC_2oPYU?t=332 || Helping a 5M SaaS Scale to 20M/Year
CH is really high. Okay. Churn is our weakness. We have a channel 15% a month. Yeah. So, it's really high, but it's logical because we target the mass market. Everybody needs to play content. I'm sure in this room people create content and they just start and then it's difficult to keep on going on content. Everybody is not like Alex and

[6:00] YouTube https://youtu.be/mMibC_2oPYU?t=353 || Helping a 5M SaaS Scale to 20M/Year
6 minutes it's difficult you know. So they need to really Yeah. They still have to make it before they like they still have to do the 60-minute recording which they don't do. Right. I'm just I'm I'm agreeing with you. Yeah. Yeah. So I think part of the of the business we target like a massive market all over the world. We have people from over 60 countries. We do that in 60 languages.

[6:20] YouTube https://youtu.be/mMibC_2oPYU?t=373 || Helping a 5M SaaS Scale to 20M/Year
So it's a mass market. Um CH is part of the game itself. We just need to understand who are ICP. Our ICP is coaches people who use school marketing agency owner and those people are not churning because they have a relable business. They already make money. They make money with the business. That's why they're not shurning. Yeah.

[6:40] YouTube https://youtu.be/mMibC_2oPYU?t=393 || Helping a 5M SaaS Scale to 20M/Year
Interesting. Also the thing is there are other markets. There's like network marketers which is a massive space. There's realtors which is a huge space. There's local business owners. Like there's a lot of other Yeah. Coach all the people who are good in selling something in video they make very short.

[6:57] YouTube https://youtu.be/mMibC_2oPYU?t=410 || Helping a 5M SaaS Scale to 20M/Year
Yeah. Really interesting. Um I'm going to move on to the next person. But um yeah, I mean fundamentally I think you're I think you're doing the right stuff. Like I don't like I always like to see if I can reduce churn, increase activation. Like we're doing stuff like that at school every day. Even though we have phenomenal metrics, we still want to do better. and sometimes like a

[7:14] YouTube https://youtu.be/mMibC_2oPYU?t=427 || Helping a 5M SaaS Scale to 20M/Year
handful of tweaks even CRO and the funnel like lots of things that gets into the tactical level but I think strategy wise you're dead on to be honest with you I mean it's a good market you obviously have a good product I mean if it's grown to that point from word of mouth 50% then like you have a good product um you're growing more than your churn is so and yes I agree with you that in a consumer bit like Spotify

[7:36] YouTube https://youtu.be/mMibC_2oPYU?t=449 || Helping a 5M SaaS Scale to 20M/Year
has high churn Shopify has high churn when you're in the consumer business which you are um so I mean that that that that tracks And and last question, what do you think about like helping school users getting more captivating uh videos? Like just because you teach them how to create content, right?

[7:53] YouTube https://youtu.be/mMibC_2oPYU?t=466 || Helping a 5M SaaS Scale to 20M/Year
Um I think all of my content teaches them how to how to make content more than school does. Yeah. Yeah. I mean, you see what I mean? Uh-huh. No, I understand. Yeah. I mean, I I I tell everybody to use all the different methods. So, it's like use outreach, like go reach out, DM, do cold call, cold email, cold whatever, like door knock, that's one-on-one. Then you've got one to many inbound, which is content. Then you've got making ads.

[8:17] YouTube https://youtu.be/mMibC_2oPYU?t=490 || Helping a 5M SaaS Scale to 20M/Year
You've got affiliates, which is what you use. There's referrals, like I like people to use, or at least understand at least one or two different ways of getting customers. Um, but no, I think you've got good stuff, man. Very interesting. So,


VIDEO
TITLE: “I Have a Large YouTube Channel, How Do I Make Money?”
URL: https://youtu.be/me1dTE99QlI
PRIMARY_TOPIC: content
TOPICS: content

[0:00] YouTube https://youtu.be/me1dTE99QlI?t=0 || “I Have a Large YouTube Channel, How Do I Make Money?”
We started a company uh with your content. Super grat uh super grateful, man. We um we exited for over 20 million. Amazing. Appreciate uh what you found. Your your books are worth their weight and gold, bro. Thanks, man. Um anyhow, we're we're at a crossroads because we're we're building a new company um based on our passion project.

[0:21] YouTube https://youtu.be/me1dTE99QlI?t=14 || “I Have a Large YouTube Channel, How Do I Make Money?”
We started a company um that taught do-it-yourselfers how to remodel their kitchen and bathroom using epoxy over old countertops to make them look like natural stone. So, uh with that idea, we found that, you know, we we really hit home with the DIYers, but a lot of our people that saw our you we we built over

[0:38] YouTube https://youtu.be/me1dTE99QlI?t=31 || “I Have a Large YouTube Channel, How Do I Make Money?”
uh 1.5 million YouTube subscribers and a lot of them didn't want to do it themselves, but we couldn't serve those customers. And so, there's a shortage of contractors in the US. So, we're really going to reach out to to young people that uh maybe don't want to go to college, but they want or old people

[0:54] YouTube https://youtu.be/me1dTE99QlI?t=47 || “I Have a Large YouTube Channel, How Do I Make Money?”
uh or or middle age, right? 30-y olds. So, we're we're really uh we're we're going to uh we're building a trade school right now. Um we're going to teach these these people how to do the trade, how to uh I've already proven the um the lead genen so that I can give them all the leads they could handle. Um

[1:13] YouTube https://youtu.be/me1dTE99QlI?t=66 || “I Have a Large YouTube Channel, How Do I Make Money?”
because that's really the harder part of the business for them to learn. Uh my question is we can either charge upfront for this school cost about 20 grand for us to train somebody, right? Uh or we could we could we have a big following. We could attract the people to apply, train them on our dime, maybe

[1:32] YouTube https://youtu.be/me1dTE99QlI?t=85 || “I Have a Large YouTube Channel, How Do I Make Money?”
lock them in with a you know if you leave before two years or whatever. But would and then we own the businesses in all these different areas or should we should we they would own it. supply leads and and cut the liability. That's really the crossroads we're at. Yeah, there's a lot of different models

[1:49] YouTube https://youtu.be/me1dTE99QlI?t=102 || “I Have a Large YouTube Channel, How Do I Make Money?”
from the position that you're in right now, which is probably why you feel the heartburn. Um the first thought that I had was just like and instead of or like maybe I want them to pay $20,000 to make sure that they're legit and I'm going to get a percentage of all the business that I send them. My my concern with that is if you look

[2:10] YouTube https://youtu.be/me1dTE99QlI?t=123 || “I Have a Large YouTube Channel, How Do I Make Money?”
at a franchisee, which we're not going franchise, but if you look at that avatar, they're probably not the hustler who's as hungry as the kid with nothing who want that. That's just that's my passion. I want to help the kid that has nothing. Okay. Well, I could finance it. You know, we could finance it and help him earn it back.

[2:28] YouTube https://youtu.be/me1dTE99QlI?t=141 || “I Have a Large YouTube Channel, How Do I Make Money?”
But well, to help the kid who has nothing, you can just make all the content free, right? which you do now. Yeah. So that kid already has been helped from you. If he wants more help from you, he can pay and he can save up his shackles. So if instead of 20, if you want to make it five, you want to make it 10 and you

[2:45] YouTube https://youtu.be/me1dTE99QlI?t=158 || “I Have a Large YouTube Channel, How Do I Make Money?”
can offer, you know, nice financing terms, you could do that. I I will just tell you that there's I get where your heart's coming from. It's it's it's very tough to go free and deliver a lot to people expecting that they're going to do something. They typically will need to have some skin in the game. If you're going to put skin in

[3:05] YouTube https://youtu.be/me1dTE99QlI?t=178 || “I Have a Large YouTube Channel, How Do I Make Money?”
the game, you're going to want them to put skin in the game. Still own it. Charge for the school. Yeah, I think you could play with the price. I might not. Okay, great. Mrs. Mike likes it. Yes. Yeah, it's Otherwise, you're just going to have a bunch of freebie seekers who are going to come and then you're also

[3:21] YouTube https://youtu.be/me1dTE99QlI?t=194 || “I Have a Large YouTube Channel, How Do I Make Money?”
like the enforcability of the backend contract and them repaying you is probably going to be a little bit of a nightmare. I would pro like if it were me, I would control the sales and then hand them the deals so that I could collect the payment and then distribute payment to them rather than expecting

[3:36] YouTube https://youtu.be/me1dTE99QlI?t=209 || “I Have a Large YouTube Channel, How Do I Make Money?”
them to pay me for the leads. Yeah. Got it. So, I was like, I'd rather just basically build a centralized phone team that could close the close the the deals or whatever. Um, and then, you know, send the deal to the person. Got it. Thank you. And if they're coming from your content, they already have trust. So you probably

[3:53] YouTube https://youtu.be/me1dTE99QlI?t=226 || “I Have a Large YouTube Channel, How Do I Make Money?”
like it makes sense that they would buy from you and be like cool. One of our licensed contractors will go out there. Licensed contractors go through two-year training. Uh you know they're vetted by us. And also just like think about it like Harvard, you pay to go, you don't get guaranteed a graduation. So it's

[4:08] YouTube https://youtu.be/me1dTE99QlI?t=241 || “I Have a Large YouTube Channel, How Do I Make Money?”
like I would just let them know it's like we will not graduate you if you're not good. Right. So yeah. Or we kick you out just like a school. Like real schools have standards and you pay and you might not graduate. like normal school. So, just do the same thing. Just your kid won't be screwed up when

[4:27] YouTube https://youtu.be/me1dTE99QlI?t=260 || “I Have a Large YouTube Channel, How Do I Make Money?”
they leave my school. Was that your kid just won't be screwed up when they leave my school? Yeah. Yeah. Thank you, Alex. Oh, yeah. You bet. 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,

[4:42] YouTube https://youtu.be/me1dTE99QlI?t=275 || “I Have a Large YouTube Channel, How Do I Make Money?”
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 you're a fit, we'd love to potentially see you out here in


VIDEO
TITLE: How to Form Opinions Nobody Can Take From You
URL: https://youtu.be/o8z3vFV0GzA
PRIMARY_TOPIC: content
TOPICS: content, mindset, content

[0:00] YouTube https://youtu.be/o8z3vFV0GzA?t=0 || How to Form Opinions Nobody Can Take From You
Uh Gwinder Bogle's got this idea two-step flow theory. Most people's opinions are copied from their favorite influencers who in turn copy the opinions of their favorite mass media. As such, politics is largely a battle between two armies of puppets being ventriloquized by a handful of actual thinkers. And that's the you defend uh

[0:18] YouTube https://youtu.be/o8z3vFV0GzA?t=11 || How to Form Opinions Nobody Can Take From You
an opinion. So many people are afraid of changing the mind when most of their beliefs aren't even theirs to begin with. And there's people who want to know more and those who want to defend what they already believe. Oh, so interesting. because it was kind of like this is like the kind of like the Mark

[0:29] YouTube https://youtu.be/o8z3vFV0GzA?t=22 || How to Form Opinions Nobody Can Take From You
Manson quote. I thought it was going to go in a different direction. So I So based on that premise, my expected outcome was um these people copy the behaviors of their favorite influencers and the influencers are using the most tested thing that the masses have said is the highest performing version of

[0:46] YouTube https://youtu.be/o8z3vFV0GzA?t=39 || How to Form Opinions Nobody Can Take From You
those. Oh, okay. So it's like a means outcome. It's like, oh, the best rose to the top and then everybody's copying that. Well, I mean maybe, but I think that the point here is that original thinking is very rare. Yeah. And that you have it's maybe one of the reasons why you get conceptual inertia and stuff takes a very long time to

[1:05] YouTube https://youtu.be/o8z3vFV0GzA?t=58 || How to Form Opinions Nobody Can Take From You
change. Even after a heliocentric version of the universe is you know, turned around, you have a long time for humans to catch up. And I wonder whether this plays back into the breakup thing. She's like there's just this conceptual inertia sometimes thought patterns for someone who has trained it perhaps

[1:26] YouTube https://youtu.be/o8z3vFV0GzA?t=79 || How to Form Opinions Nobody Can Take From You
be able to change like that but me when you start to scale that across an entire society and media and legislation and government and expectation and religion and what what is it a lumbering behemoth that sort of drags its feet. we end up with that thinking is hard which is why the vast majority of people delegate it

[1:55] YouTube https://youtu.be/o8z3vFV0GzA?t=108 || How to Form Opinions Nobody Can Take From You
and I and what's really interesting and I think you had George Mack and this is his whole thing with high agency like you can you can be exceptional by just actually trying to come up with your own opinions like and and starting with what do we what are the few things we know which is you reasoning from first principles

[2:14] YouTube https://youtu.be/o8z3vFV0GzA?t=127 || How to Form Opinions Nobody Can Take From You
which people say over and over again but don't know what reasoning from first principles is to begin with which is we start with the facts the things that we are obser in the observable universe and we only go from there and we build on that and if we if we arrive at our current thing then I will also agree

[2:27] YouTube https://youtu.be/o8z3vFV0GzA?t=140 || How to Form Opinions Nobody Can Take From You
with it if I don't arrive at the current thing then I'll arrive at somewhere else and then I'll have reasoning to believe that thing and the thing is is that if you do reason from first principles it does give you the ability to sustain the course for an extended period of time because your logic sound. And so you can look at everyone

[2:45] YouTube https://youtu.be/o8z3vFV0GzA?t=158 || How to Form Opinions Nobody Can Take From You
and there's one of my favorite memes. I have like my two favorite memes of all time. Um, and one of them is there's this one dude and they probably seen it with in front of like a zillion little heads that are going the other way. And he says, "Yes, you're all wrong." And I I love that meme because to me it's like

[3:01] YouTube https://youtu.be/o8z3vFV0GzA?t=174 || How to Form Opinions Nobody Can Take From You
that meme is agency. It's like I know I don't know why you all believe what you believe, but I know why I believe what I believe. And until I have observable evidence that somehow contradicts my the stack that has built this belief, this is what I'm going with. The problem is that this takes time to do that research to do that thinking

[3:24] YouTube https://youtu.be/o8z3vFV0GzA?t=197 || How to Form Opinions Nobody Can Take From You
and and and come to it. Whereas and as much as we can uh you know uh throw shade at people who delegate decision-m we all do because you can't actually derive you don't have enough time to first. Yeah. You don't have enough time. So, we have to just be more purposeful about what are what are the beliefs that I'm actually like what

[3:41] YouTube https://youtu.be/o8z3vFV0GzA?t=214 || How to Form Opinions Nobody Can Take From You
hills will I die on? So, I will die on my hill of of of behavior change because that is what I spent a huge amount of my time, you know, thinking about. Um, but if if if it's around food stuff, I'm like, I don't know. Like, and I was in the and I was in the business for for 13 years. Like, I was in the business for a

[3:55] YouTube https://youtu.be/o8z3vFV0GzA?t=228 || How to Form Opinions Nobody Can Take From You
long time. Um, you know, around fitness and nutrition and things like that. But even then, it's like I you know what, this guy's Dr. Mike's smart and I believe that he spent his time looking at all this stuff. So, I'm just going to delegate my thinking to him. Incentives are aligned. Yeah. If he doesn't get people leaner or more

[4:12] YouTube https://youtu.be/o8z3vFV0GzA?t=245 || How to Form Opinions Nobody Can Take From You
muscular, then his business falls apart. Pretty expertise. Yeah. 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 confidence that these are the stages as headcount increases that you need to get

[4:32] YouTube https://youtu.be/o8z3vFV0GzA?t=265 || How to Form Opinions Nobody Can Take From You
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. And we've done this across software, physical products, uh, service businesses, brickandmortar, all of this.

[4:48] YouTube https://youtu.be/o8z3vFV0GzA?t=281 || How to Form Opinions Nobody Can Take From You
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: Stop Wishing Your Story Was Easier
URL: https://youtu.be/oxt3CnQJItQ
PRIMARY_TOPIC: content
TOPICS: content, mindset, content

[0:00] YouTube https://youtu.be/oxt3CnQJItQ?t=0 || Stop Wishing Your Story Was Easier
One of the strongest reframes for for suffering is that it gives you the opportunity to create evidence of the person who you want to be. And so it's like I cannot say that I'm the type of man who can withstand hard things without having gone through hard things. And so this hard thing that has occurred

[0:18] YouTube https://youtu.be/oxt3CnQJItQ?t=11 || Stop Wishing Your Story Was Easier
that was not of my choice can still be something that serves me and my ultimate goal to become the type of man who can do these things. And so reframing suffering as opportunity to create more proof I think is really really strong because we are ultimately just the behaviors that we do. But we also ascribe our

[0:40] YouTube https://youtu.be/oxt3CnQJItQ?t=33 || Stop Wishing Your Story Was Easier
narratives to why we do those things which um may or may not be true but we do ascribe those narratives. And so being able to say like this is going to be an amazing story was one of the things that got me through the earlier parts of the gym days when there wasn't any evidence and I could say hey this

[0:56] YouTube https://youtu.be/oxt3CnQJItQ?t=49 || Stop Wishing Your Story Was Easier
was many years of my life because if it had happened overnight how unrelatable would that story be and the reason that we don't tell stories of the the prince who just goes up to the girl and she says yes and they lived happily ever after is a very terrible story. And so I think at the end of our lives, we would

[1:12] YouTube https://youtu.be/oxt3CnQJItQ?t=65 || Stop Wishing Your Story Was Easier
much rather have the the twists and the turns and the the depths of character and the and then the triumph and then the and then and like this is is a story that's far more interesting than this. Dude, I had Jeffrey Kenberg on the show the other day. Do you know who that is? Guy that founded DreamWorks with Stephen

[1:28] YouTube https://youtu.be/oxt3CnQJItQ?t=81 || Stop Wishing Your Story Was Easier
Spielberg. Oh, cool. The dude that did Lion King. Oh, amazing. And uh like every big Disney movie. He's a legend. And uh I asked him, "What did you learn about storytelling?" He says, "Story is only as good as its villains." Oh, yeah. I mean, the Joker in and Dark Knight, I mean, it's just like he made

[1:45] YouTube https://youtu.be/oxt3CnQJItQ?t=98 || Stop Wishing Your Story Was Easier
the movie. And another way to put that would be the story is only as good as it stakes. Yeah. The bigger the monster, the more epic the hero. Yes. 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

[2:02] YouTube https://youtu.be/oxt3CnQJItQ?t=115 || Stop Wishing Your Story Was Easier
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.

[2:15] YouTube https://youtu.be/oxt3CnQJItQ?t=128 || Stop Wishing Your Story Was Easier
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: Learn Email Marketing in 39 Minutes!
URL: https://youtu.be/pLhQOYMGa88
PRIMARY_TOPIC: content
TOPICS: content, content, leads, follow-up, ads

[0:00] YouTube https://youtu.be/pLhQOYMGa88?t=0 || Learn Email Marketing in 39 Minutes!
in this video I'm going to show you how to turn $11,000 into $45,000 through email and over the last 90 days we spent just under 10 million emails from acquisition. comom and we generate tens of millions of dollars across our portfolio using email itself and in this video I'm going to break down emails that I've sent and I'll give you the 10 tactics that have worked very well for us so far first things first here's why

[0:23] YouTube https://youtu.be/pLhQOYMGa88?t=16 || Learn Email Marketing in 39 Minutes!
I think you should do email I was a and decided to not email for the vast majority of my life because I hate money apparently and so the average Roi for email depending on the source you look at is between 35 and 45 return so that means that for every dollar you spend on software or putting time into your email you can get like $45 back like imagine if there was a stock

[0:44] YouTube https://youtu.be/pLhQOYMGa88?t=37 || Learn Email Marketing in 39 Minutes!
investment that you could 50x in a week well that's kind of like what email is and people still don't do it myself included and part of the reason that making money on email is more profitable is because you actually already spent the time to acquire this contact and in a lot of ways emails just follow up and

[1:01] YouTube https://youtu.be/pLhQOYMGa88?t=54 || Learn Email Marketing in 39 Minutes!
so you spent the cost to acquire the lead now you're just reminding them that you exist and so basically the only real cost is just whatever software you use and whoever or whomever you may have to pay in order to write the emails that's pretty much it and so one email writer can send an email to 10 million people

[1:17] YouTube https://youtu.be/pLhQOYMGa88?t=70 || Learn Email Marketing in 39 Minutes!
and that is a tremendous amount of Leverage that you get in your business that a lot of people ignore on top of that email is one of the most consumed media platforms and it hasn't died down so 61% of people check their their email multiple times per day 20% of people check it multiple times per hour it has almost the same consumption rate as social media in terms of how engaged some of the users are of people reading

[1:41] YouTube https://youtu.be/pLhQOYMGa88?t=94 || Learn Email Marketing in 39 Minutes!
their emails every single day and what's cool about email is that it's actually uh uniform across age groups and so you can see between 15 and 24 25 and 44 45 and 64 and 65 plus pretty much everyone 90% you know plus or 84 the very end bracket there read email all the time if you're going to master something it's

[1:58] YouTube https://youtu.be/pLhQOYMGa88?t=111 || Learn Email Marketing in 39 Minutes!
one that transcends age groups and I'll bet you even though we don't have the metric it transcends countries as well I would bet you that UK people probably respond similar to us people probably even respond similar to Chinese people in terms of their email consumption and I know just because I've gone back and

[2:13] YouTube https://youtu.be/pLhQOYMGa88?t=126 || Learn Email Marketing in 39 Minutes!
forth with Chinese you know uh providers and warehouses and things like that they're pretty responsive on email too and so a massive very invisible platform and so as I think about email the objective of the email has one of two purposes one is to increase the likelihood that this person purchases in

[2:30] YouTube https://youtu.be/pLhQOYMGa88?t=143 || Learn Email Marketing in 39 Minutes!
the future or that they purchase that's fundamentally it and so basically has the exact same objectives as content and so it's just a different form of content consumption except where you can guarantee that you get delivery whereas when you make a post the algorithm decides who gets to see it when you send an email basically your past performance determines whether or not they get to see it and there's a couple little

[2:52] YouTube https://youtu.be/pLhQOYMGa88?t=165 || Learn Email Marketing in 39 Minutes!
tricks to make sure you get in the right email inbox and not get in the promo tabs we'll go over some of that stuff but big picture you actually have the list and you send it directly to them 3 minutes and if you're embarrassed by the way that you haven't sent email then worry not because I am too and I will show you the first email sent to my list just not

[3:08] YouTube https://youtu.be/pLhQOYMGa88?t=181 || Learn Email Marketing in 39 Minutes!
that many months ago that's obviously within acquisition. the portfolio company send emails all the time but I hadn't sent anything to mosy nation and so this was it so I started with subject is this on and I just said that because I thought it was funny I started with a quote that I like a lot which is it only takes 20 hours of fol effort to get proficient any skill the problem is most

[3:26] YouTube https://youtu.be/pLhQOYMGa88?t=199 || Learn Email Marketing in 39 Minutes!
people waste years before they start the first hour so I've been making content for four or 5 years now and I had yet to send an email and so that quote of mine felt rather appropriate for myself the thing is is that I think you can model something like this like if it has been a minute for you like you're like I should have been emailing it's okay you

[3:42] YouTube https://youtu.be/pLhQOYMGa88?t=215 || Learn Email Marketing in 39 Minutes!
can start whenever you want and the day you start is the day you start getting 45 plus Returns on the time and money put into it so I said after 13 years of business I'm finally going to write you I know a while the fact that it's taking me this long is doubly stupid considering people think that I'm an author and part of the reason I actually

[3:57] YouTube https://youtu.be/pLhQOYMGa88?t=230 || Learn Email Marketing in 39 Minutes!
didn't send emails before is that I'm so select with your attention I don't want to waste it ever and so I would rather not send you something at all rather than send you something bad that's number one number two is that I'm very picky with written word and so if you ever see written word across any of my social channels believe it or not I wrote it it either came out of my mouth

[4:13] YouTube https://youtu.be/pLhQOYMGa88?t=246 || Learn Email Marketing in 39 Minutes!
or I physically typed it it's directly from me cuz for some reason I feel like written word carries more ump than anything else does and it's probably why even in like legal discourse if you have written proof and contracts are legally binding it's because it's written there's something powerful about words I basically break this whole down and say

[4:28] YouTube https://youtu.be/pLhQOYMGa88?t=261 || Learn Email Marketing in 39 Minutes!
hey I'm starting M money minute which is basically the name of my newsletter so my whole goal was how do I provide value in under 60 seconds so someone can read it and immediately get something that they can use in their business and so my goal is that I hope I pay for myself with every email that I send and I also include one thought that's improved my

[4:45] YouTube https://youtu.be/pLhQOYMGa88?t=278 || Learn Email Marketing in 39 Minutes!
life and so for here if I were to like apply this to this it' be like okay this is kind of the thought that improved my life and this one I uh I don't have a tactic that improves their business but maybe just reminding them to send emails would be the first thing but everyone after that that are officially mosty money minutes do so let's dive into those now let's talk about different tactics so first things first everybody

[5:02] YouTube https://youtu.be/pLhQOYMGa88?t=295 || Learn Email Marketing in 39 Minutes!
wants to talk about how much you can make from email but no one talks about unsubscribing right no one wants it's like the dirty oh yeah people UNS every time you send a communication out there's going to be people unsubscribe and I don't see unsubscribing nearly as negatively as other people do and I'll explain why when I look at our people

[5:17] YouTube https://youtu.be/pLhQOYMGa88?t=310 || Learn Email Marketing in 39 Minutes!
who show up to workshops a lot of times they are people who unsubscribed so it's not an insult it's like they know who I am and they they're they're in I don't see it as a negative per se also every single day thousands of people unsubscribe from my Instagram thousands of people unsubscribe from YouTube but I

[5:33] YouTube https://youtu.be/pLhQOYMGa88?t=326 || Learn Email Marketing in 39 Minutes!
just have more people who subscribe and so I just see the process of advertising is letting people know about your stuff and so if someone unsubscribes they absolutely know about you and your stuff and it doesn't necessarily mean they don't want to buy it just might not mean that that form of communication or that particular inbox they opted in with is

[5:50] YouTube https://youtu.be/pLhQOYMGa88?t=343 || Learn Email Marketing in 39 Minutes!
the one that they want to use fine no big deal so instead of trying to hide it it's like probably the the like I if I see a brand try and make unsubscribing hard I hate them and so I have always tried to do the opposite of that I think number one is that you want to make unsubscribing easy don't keep people captive and let me explain by that is I

[6:07] YouTube https://youtu.be/pLhQOYMGa88?t=360 || Learn Email Marketing in 39 Minutes!
don't want to keep sending emails to an uninterested segment of my list because it'll actually make my domain deliverability go down long term by sending it for vanity metrics of look I sent more emails I actually decrease the likelihood that the people who do want to read my emails actually get them and

[6:22] YouTube https://youtu.be/pLhQOYMGa88?t=375 || Learn Email Marketing in 39 Minutes!
so that's why you want to make unsubscribing easy because if you make it hard they might not unsubscribe but then they go dormant which is actually worse for you so make it easy I want to be real with you for a second if you haven't sent email or you really don't send off in like once every six months or something the first time you send an email you're going to have a higher

[6:38] YouTube https://youtu.be/pLhQOYMGa88?t=391 || Learn Email Marketing in 39 Minutes!
unsubscribe rate than normal and that's okay I call it shaking the trade it's basically like pulling forward churn it's the same thing if you correspond with customers who are on a recurring Revenue business and you haven't been emailing them or haven't been reaching out to them you will always get more turn you'll get next month's turn and this month's turn all at once and so the

[6:54] YouTube https://youtu.be/pLhQOYMGa88?t=407 || Learn Email Marketing in 39 Minutes!
highest turn I ever had was on the first email I ever sent and so it was like just over 1% which is crazy right but now it's like 042 unsubscribe rate per email which is fine as long as we grow higher than that between emails that's a that's a good Roi and it's like you have to take the logical extreme here if you

[7:11] YouTube https://youtu.be/pLhQOYMGa88?t=424 || Learn Email Marketing in 39 Minutes!
are unafraid to email because you don't want to get unsubscribed why do you have emails to begin with it's kind of like saying well I don't want to post content because then people would stop following me it's like well the only point of them following you is to advertise your stuff and so if the logical extreme of this is just never do anything then that's

[7:27] YouTube https://youtu.be/pLhQOYMGa88?t=440 || Learn Email Marketing in 39 Minutes!
probably not the right conclusion number two two and this one is a little bit more advanced but very worth it so hopspot ran a really cool research study where they saw that they had an incre so already insane Roi for email they had a 791 per increase in Roi from email from one thing which is people who segmented their lists got way higher Returns on email which should be somewhat

[7:50] YouTube https://youtu.be/pLhQOYMGa88?t=463 || Learn Email Marketing in 39 Minutes!
unsurprising right like if you send the right emails to the right people then they will be more likely to buy your stuff so if I send a beginner email to a list of advanced people they'll be like this is not for me and to the same degree and also it doesn't have anything to do with the email just might not be right for them and to the same degree if

[8:05] YouTube https://youtu.be/pLhQOYMGa88?t=478 || Learn Email Marketing in 39 Minutes!
I send an advanced thing to people who don't have a business or want to start a business then they're going to be like this doesn't apply and so it's way less about how good the email is and so much more about who's getting it and so segmenting the list is basically like if you have any qualifiers on your optin so like revenue or if they have a business or don't have a business which are some

[8:22] YouTube https://youtu.be/pLhQOYMGa88?t=495 || Learn Email Marketing in 39 Minutes!
of the ones that we have in our our opt and process this allows us to send content that's more applicable to those people and so when we have our list we say oh let's just send this to the 500k plus let's just send this to the 5 million plus let's just send this to the 0 to 100K and so a lot of people want to lie cuz they think they're going to get like a better experience if they go up

[8:38] YouTube https://youtu.be/pLhQOYMGa88?t=511 || Learn Email Marketing in 39 Minutes!
but like you're just going to get stuff that doesn't apply to you so just be honest when you're putting your info in so let me pull up a sample email so we can break down the structure so you can think about it now to be clear you don't have to do this I'm just going to explain what I was doing and if it's useful for you great number one on the subject heading I thought a lot about this because on some hand there's a lot

[8:55] YouTube https://youtu.be/pLhQOYMGa88?t=528 || Learn Email Marketing in 39 Minutes!
of Internet marketers and and and and digital guys who you know they they split test that the hell out of their subjects and I thought about this more as like a podcast where it's like podcast episode X and then it just keeps going because my thought I'll explain was if I can basically develop the brand

[9:10] YouTube https://youtu.be/pLhQOYMGa88?t=543 || Learn Email Marketing in 39 Minutes!
of mosy money minute to be very strong then eventually it will get to the point where independent of what I have after MOS money minute when people know that they always get value in the past when they read it they'll just click going back and forth on this I was like I want to build the brand of my email to be strong and so on one hand you could say

[9:26] YouTube https://youtu.be/pLhQOYMGa88?t=559 || Learn Email Marketing in 39 Minutes!
well if they know it's from you then that could be the brand but we sent other emails as well that are not mosy money minute so I wanted mosy money minute to have its own kind of like little space in someone's mind that was a choice I made you could obviously just have your subject be proof over a promise that's your call but that's why I decided to stick with it and that's

[9:41] YouTube https://youtu.be/pLhQOYMGa88?t=574 || Learn Email Marketing in 39 Minutes!
what I've done so right off the bat I think about everything in terms of feedback cycles and reward and so I want to reward every action that someone's takes and so if someone first reads the email then if they've been rewarded in the past from asum minute they'll click and they'll open it now I need to reward them for that so a lot of people think about Behavior as what happened before

[9:58] YouTube https://youtu.be/pLhQOYMGa88?t=591 || Learn Email Marketing in 39 Minutes!
that triggered someone to do something but that's actually not how Behavior works and that's been proven the way Behavior works is that you did that thing because you did it another time in the past and rewarded for it so if you want to see why someone does something look at what happens after they do it because when you do a behavior do you do it to get something to change or to

[10:15] YouTube https://youtu.be/pLhQOYMGa88?t=608 || Learn Email Marketing in 39 Minutes!
improve your life in some way right words I like I start the email here because I want someone even in less than the time it takes to read the email to immediately be rewarded for clicking an opening for me a a quote or a tweet is something that's in one glance they can be rewarded for taking the first action

[10:31] YouTube https://youtu.be/pLhQOYMGa88?t=624 || Learn Email Marketing in 39 Minutes!
that's the first thing I'm doing now the next thing is that I have kind of the meat of my email now for me my me to the email I keep under I think 200 words because it's roughly a minute and so that's been kind of like the mosy money uh minute kind of promise that being said we also send other emails that are

[10:46] YouTube https://youtu.be/pLhQOYMGa88?t=639 || Learn Email Marketing in 39 Minutes!
really long so Lila sends emails to the kind of like the most qualified businesses on the list uh that we have that you know generate the most revenue and hers tend to be a little bit longer and that's because she tends to teach more via story I have a little bit more like tactical style her emails do great too so I want to make sure that this

[11:02] YouTube https://youtu.be/pLhQOYMGa88?t=655 || Learn Email Marketing in 39 Minutes!
doesn't seem like rule of law I want to explain why I wrote my emails this way so we have our tactic and I very clearly there's a lot of times where I'm like man I could put this other thing in one concept just keep it on one thing because as soon as you start in you're not writing a book here it's just what is one very clear thing and I just keep

[11:19] YouTube https://youtu.be/pLhQOYMGa88?t=672 || Learn Email Marketing in 39 Minutes!
cutting it down until it's like this is what's happening and so you want to basically introduce a a problem or condition that makes the solution viable so no matter how good your product is a stranger won't believe you because you're biased okay so that's a problem if strangers don't believe you okay so the easiest way to overcome this it's

[11:35] YouTube https://youtu.be/pLhQOYMGa88?t=688 || Learn Email Marketing in 39 Minutes!
overwhelming social proof okay there's a solution but now how do I do that and so then I put a little extra line and de so so few businesses do it here's an easy tactic to display tons of proof you already have but aren't showing this is one where they already have all the stuff they're 6 in away from gold and we just need to cross the barrier and so I

[11:51] YouTube https://youtu.be/pLhQOYMGa88?t=704 || Learn Email Marketing in 39 Minutes!
just said cool if you're bricking mortar print out every five star review screenshot it across all review sites online then frame it with $1 frames you can get from the dollar store cover your lobby Flor to ceiling with them and see the PS statement for a realer example so that also and that's a little bit of foreshadowing I'll show you um for something else that we do in the email

[12:06] YouTube https://youtu.be/pLhQOYMGa88?t=719 || Learn Email Marketing in 39 Minutes!
now if you're online then you read the one for online after that it's like cool I delivered my one minute of value that any business owner can immediately use in their business because almost every business has a few festar reviews on some platform that they can immediately repurpose to get strangers to believe them more and then ultimately some more

[12:22] YouTube https://youtu.be/pLhQOYMGa88?t=735 || Learn Email Marketing in 39 Minutes!
stuff I have my little sign off and underneath I have a CTA so if hey you're scaling your business go here if you want to start a business go here so this us this goes to school this goes to acquisition. comom for workshops cuz that's for businesses that we're not necessarily going to do a deal with or maybe we'll do one in the future it's just an easy way for us to meet them so

[12:37] YouTube https://youtu.be/pLhQOYMGa88?t=750 || Learn Email Marketing in 39 Minutes!
it's just like cool come fly out we'd love to meet you okay so PS I always have a PS statement in every email because beyond the headline it's the most read part of the email so not having a PS statement is PS stupid so have one the thing is is that I think about this as again what have they just done so they have Now read my email so I want to reward them for reading my email and I want to encourage people to click because one of the things I think a lot

[13:02] YouTube https://youtu.be/pLhQOYMGa88?t=775 || Learn Email Marketing in 39 Minutes!
of people try not to do is try to get people not to click or send too many links so sending too many links is a bad thing so that's true in terms of getting someone to click you want to regularly get people to click because you want your audience to be rewarded for clicking in general and so if you have a Blog that you send out don't put the blog in the email put a really

[13:18] YouTube https://youtu.be/pLhQOYMGa88?t=791 || Learn Email Marketing in 39 Minutes!
interesting nugget from the blog in the email and then click there so that they can read it and so you're just you're training the audience and rewarding them ideally if the blog is good they will do it again just like mosy money minute if your blog is good it'll increase the likely they do it again if your blog is bad or your emails are bad they'll decrease it and so this is why I see

[13:34] YouTube https://youtu.be/pLhQOYMGa88?t=807 || Learn Email Marketing in 39 Minutes!
this very much as content because it has to be good and I and think about the alternative scenario if you have four good emails and then one terrible one it can just like that one was just so useless that they're like ah I'm not going to do this again I would rather just extend a period of time where I haven't talked to somebody and just make sure that what I send them is good and

[13:51] YouTube https://youtu.be/pLhQOYMGa88?t=824 || Learn Email Marketing in 39 Minutes!
long term if people don't open your emails then you'll eventually end up in the promo tab which is kind of like email death like no one ever really checks that even if you have good stuff and so you want to obviously get people to read your emails quickly so that's one email now let's talk about a different tactic so mobile optimized

[14:08] YouTube https://youtu.be/pLhQOYMGa88?t=841 || Learn Email Marketing in 39 Minutes!
design so right now 58 60% of global internet traffic is mobile devices and what's crazy is that a lot of people's emails are not optimized for mobile viewership and that's where a lot of people are actually going to be reading your thing and so you want to make sure that you look at your emails on a

[14:24] YouTube https://youtu.be/pLhQOYMGa88?t=857 || Learn Email Marketing in 39 Minutes!
desktop format and on a mobile format so that they display the right way for for the viewing platform they're being viewed through when you do that all you do is first objective of email increase the legy they convert and this is especially true if you had images to your emails this is more like e-commerce does a lot of this that's where like

[14:41] YouTube https://youtu.be/pLhQOYMGa88?t=874 || Learn Email Marketing in 39 Minutes!
images can get totally messed up not look good it just looks unprofessional and totally plummets the clickthrough rates for your emails number four consistent layout SL format I tend to love templates I love to just figure out what works and then do it over and over and over again so in the beginning you might experiment a little bit but if you see that a certain form format gets more responses or more click-throughs then it's like cool let's just do that over and over again and so you'll notice that

[15:03] YouTube https://youtu.be/pLhQOYMGa88?t=896 || Learn Email Marketing in 39 Minutes!
the mosy Monday minuts more or less have the same format they have the thing they have the content they have the CTA and then they have some sort of PS statements or the CTA is the PS statement but that's included in every single one of them I want people to know what they're going to get think about McDonald's it's like I don't want any surprises I'm expecting Big Mac I want

[15:20] YouTube https://youtu.be/pLhQOYMGa88?t=913 || Learn Email Marketing in 39 Minutes!
fries I want my Coke and so today's Big Mac fries and coke is different than yesterday's but I don't want it to be different it's not the same Burger but I want it to still be just as good so let's rock on to the second one same thing mosy money minute 391 per increase in sales from one change okay that's interesting I'd be like I would click

[15:35] YouTube https://youtu.be/pLhQOYMGa88?t=928 || Learn Email Marketing in 39 Minutes!
that so words I like so this is the immediate reward ideally for them clicking so they're like cool I got some value from that and I just use tested stuff because I just use the tweets that I know that people have shared the most and so hopefully also you might get people who share your newsletter or your emails as well which is kind of the point now after that I've got my my

[15:51] YouTube https://youtu.be/pLhQOYMGa88?t=944 || Learn Email Marketing in 39 Minutes!
content bucket again this is under you know 200ish words I just try to remind people that I keep this this promise like that's all kept this under a minute awesome then I have my TTA and then I 16 minutes have my PS statement and so you'll notice this very common theme so similar subject reward them for that meat of the

[16:06] YouTube https://youtu.be/pLhQOYMGa88?t=959 || Learn Email Marketing in 39 Minutes!
content CTA PS statement you can alter like where the CTA is where the PS statements like these things I think you can alter around cuz a lot of times I just make memes uh for my for my PS statement I don't think there's any science around it I just think it's fun you can do that or you can obviously have your P your PS statement B your CTA

[16:22] YouTube https://youtu.be/pLhQOYMGa88?t=975 || Learn Email Marketing in 39 Minutes!
for whatever it is all of those are kind of viable I don't like rules in general the fundamentals are always going to be to reward for every step in the process so because I can provide value to you in under a minute I'll also tell you what this tactic was so speed to contact so I believe in this so much I started almost started to fund a buying businesses just

[16:37] YouTube https://youtu.be/pLhQOYMGa88?t=990 || Learn Email Marketing in 39 Minutes!
to implement this one tactic so it's simple to understand it's hard to do but if you can do it in a few minutes so you call leads within 60 seconds of opting in so Harvard Business Review publish a $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com study that demonstrated an average of 391 per increase in sales 3 91% increase in sales so let me ask you this right

[16:52] YouTube https://youtu.be/pLhQOYMGa88?t=1005 || Learn Email Marketing in 39 Minutes!
now is there anything else that you have on your docket that could quadruple the sales of your business no well then that would basically mean that calling leads fast should be the first priority that you have because it could quadruple your sales CU if there's nothing else that can do it then that should be the

[17:09] YouTube https://youtu.be/pLhQOYMGa88?t=1022 || Learn Email Marketing in 39 Minutes!
priority of the business and if you're like man I don't have the sales staff to be able to to have that kind of coverage well you can afford that sales staff with the 391 increase in sales that you're going to get as a result I love tactics like this that are just massive unlocks in businesses and that's the type of stuff

[17:24] YouTube https://youtu.be/pLhQOYMGa88?t=1037 || Learn Email Marketing in 39 Minutes!
that we go over in our scaling workshops which is why that was the CTA next Tactical nugget so optimize preview text so this is one that I actually learned more recently for our stuff so maybe embarrassing whatever optimizing preview text for the email so you know when you look at your all of your emails you see the Bold subject and then after that

[17:41] YouTube https://youtu.be/pLhQOYMGa88?t=1054 || Learn Email Marketing in 39 Minutes!
you've got like that little bit of text afterwards that little bit of text is kind of like the when you hover on a a YouTube video and it shows you a couple it's preview right and so that preview has a big impact on how many people choose to open the email and so right now it has for us had an increase of 24% % and just to give you an idea here 24% of people so one out of four people check that text before they even open

[18:04] YouTube https://youtu.be/pLhQOYMGa88?t=1077 || Learn Email Marketing in 39 Minutes!
and so uh that's what they reported I would bet it's even higher than that it takes 10 seconds to do this and is so worth it because if you don't then it'll just take the first 150 characters of your email which may have just like hey John blah blah blah like it doesn't it's it's not valuable right and so we want

[18:19] YouTube https://youtu.be/pLhQOYMGa88?t=1092 || Learn Email Marketing in 39 Minutes!
to pull the the most valuable nuggets forward especially things that induce curiosity next tactical nugget clear CTA so I'm not going to harp on like of course you want to have a reason to do it and you have a reason to do it now and tell them exactly what they get those are you know CTA 101 but I think that having basically a continued

[18:36] YouTube https://youtu.be/pLhQOYMGa88?t=1109 || Learn Email Marketing in 39 Minutes!
interest CTA and then have a I want to take action and buy CTA are not terrible ideas to have in an email and so I'm not saying like I don't I'm not one of these people who's like only have one link only have one CTA I think you can have more than one but it's more that you only want to have one per audience or per objective now if you have five then that can get you know kind of aggressive overall but I think one or two you're

[18:58] YouTube https://youtu.be/pLhQOYMGa88?t=1131 || Learn Email Marketing in 39 Minutes!
safe as long as there's a clear reason that someone would click one versus the other all right let's rock another one so mosy money minute so easy 21% profit increase for recurring businesses so boom reinforce if you grow your business without fixing your problems you grow your problems instead all right so annual renew fees

[19:15] YouTube https://youtu.be/pLhQOYMGa88?t=1148 || Learn Email Marketing in 39 Minutes!
so this works for any business recurring or reoccurring but especially recurring obviously so if you have a membership or recurring Revenue model and keep people over year this is a great profit tactic that adds a ton of Revenue so it's a onetime annual fee on top of your monthly so it doesn't interfere with with Front End Sales cuz it happens a

[19:30] YouTube https://youtu.be/pLhQOYMGa88?t=1163 || Learn Email Marketing in 39 Minutes!
year later so it's not immediate so people don't not sign up because of this fee and if someone stays a year they're also very unlikely to leave and so the fee is usually the price of about 1 to 3 months and by adding it in you add 8 to 24% to your Revenue without incurring any cost so if you have a call it a 20%

[19:45] YouTube https://youtu.be/pLhQOYMGa88?t=1178 || Learn Email Marketing in 39 Minutes!
margin business and you add another 20% to revenue with no added cost you double the profit of the business from one thing which is by adding an annual renewal F in and so this allows you um to keep your advertised your adverti pricing because that's what influences your conversions whatever your monthly price is but then also get the benefit

[20:01] YouTube https://youtu.be/pLhQOYMGa88?t=1194 || Learn Email Marketing in 39 Minutes!
of having a of the profit of basically a price that's about 8ish to 25% more than your current in terms of annualized and so for example if I charge $39 a month I might make my annual renewal 99 so that's 2 months this takes my annual revenue per customer from 468 to 567 that's a 21% increase and so it makes my effective monthly rate 47 per month so $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com

[20:23] YouTube https://youtu.be/pLhQOYMGa88?t=1216 || Learn Email Marketing in 39 Minutes!
look at the difference here but if I had it 47 I might convert significantly fewer customers and so this kind of Blends the benefits of a lower cost up front but gets the benefits of the higher price and that's why it's such a cool tactic very effective if you use it well so again CTA and then this one was

[20:39] YouTube https://youtu.be/pLhQOYMGa88?t=1232 || Learn Email Marketing in 39 Minutes!
a funny one where the other ones were more tactical this one is like hey here's how it's just a funny meme so in the spirit of PS statements if you like these types of tactics and want 60c things that you can immediately use to make more money in your business you can just go to acquisition. comom newletter and you can opt in there and I'll just

[20:55] YouTube https://youtu.be/pLhQOYMGa88?t=1248 || Learn Email Marketing in 39 Minutes!
keep sending you this stuff twice a week which actually brings me up to the next point point before I get to the next email which is how often should you send email and to whom should you send it big picture after talking to the best email marketers I knew before deciding to start my uh newsletter number one is the

[21:10] YouTube https://youtu.be/pLhQOYMGa88?t=1263 || Learn Email Marketing in 39 Minutes!
perfect Cadence seems to be around three times a week all right now again I don't like rules and if you hate rules as much as I do then nothing is a rule all right you could send two you could send one whatever but most people found that basically the more often you email the more you will convert it's kind of like more content but there is a spot where

[21:25] YouTube https://youtu.be/pLhQOYMGa88?t=1278 || Learn Email Marketing in 39 Minutes!
people are like I'm getting bothered but the thing is is that's where I feel like like putting more effort into making the emails high quality pays dividends because think about it like this if you send someone stuff that always makes them money then how much would they like you to send them tons and so that's why

[21:41] YouTube https://youtu.be/pLhQOYMGa88?t=1294 || Learn Email Marketing in 39 Minutes!
I I'm a big fan of like I don't really have promotional emails per se I'd rather just have every email be valuable and then just say like hey if you found this valuable you can go here and that way I don't have to balance like what's my give ask Ratio or anything like that it's like I'm just going to only purely provide value here just like content and

[21:58] YouTube https://youtu.be/pLhQOYMGa88?t=1311 || Learn Email Marketing in 39 Minutes!
if you want to take next steps towards doing or working with us or something like that then you click the link that's made easily available to you so to me I see like just having your link or like what you do or whatever your lead magnet is in there is kind of like having your link in BIO so like if they want to find

[22:13] YouTube https://youtu.be/pLhQOYMGa88?t=1326 || Learn Email Marketing in 39 Minutes!
out more you just make it easy for them so Cadence wise if you haven't started yet start with once a month and then you can move on but I will say this and this is the thing that broke the barrier for me is that I actually was like okay how many emails do I want to send and so I said okay I will commit to twice a month

[22:28] YouTube https://youtu.be/pLhQOYMGa88?t=1341 || Learn Email Marketing in 39 Minutes!
and so I actually sat down and wrote 24 emails and it took me like half a day and then I thought well shoot I could have been doing this off a half day's work I could have been emailing my whole list for a year and so after I saw how I don't want to say easy it was but how I could do it I then decided to commit to doing it and now we do significantly

[22:43] YouTube https://youtu.be/pLhQOYMGa88?t=1356 || Learn Email Marketing in 39 Minutes!
more than that but that was kind of like the if you just write 12 emails and you're like cool I've actually written all my emails for the year and then everything else on top of that's bonus and the reason I'm even making this video because it's it's not typical for me to talk about something that I haven't done for an extended period of time but I had had such a positive

[22:58] YouTube https://youtu.be/pLhQOYMGa88?t=1371 || Learn Email Marketing in 39 Minutes!
response from uh mosy Nation from the mosy money minute that I thought I would make this video for you cuz honestly like this is one of the I would say honestly one of the biggest mistakes I made in my career was I waited so long to email and actually almost all my businesses like gym launch I didn't email until like 2 or 3 years in which

[23:14] YouTube https://youtu.be/pLhQOYMGa88?t=1387 || Learn Email Marketing in 39 Minutes!
is insane it's it's just saying no to money and I should have just done it it was just the amount of effort that it took I didn't want to add something else to my plate cuz I was always so spread thin but now that I understand how much the return for email per unit of effort it's totally worth it and I'll give you

[23:31] YouTube https://youtu.be/pLhQOYMGa88?t=1404 || Learn Email Marketing in 39 Minutes!
a side note like we didn't do any email follow on school for a different reason we had some technical stuff because we wanted to do it through the platform and then as soon as we started doing email followup we got a 40% lifting conversion so it's like dear God like what else is going to get you that kind of lift and again it's free strongly recommend doing

[23:47] YouTube https://youtu.be/pLhQOYMGa88?t=1420 || Learn Email Marketing in 39 Minutes!
it start with once a month get them all just block them all out and be like okay I've got that done and then every time you feel like motivated to do one you can just add on top and it's just gravy it's bonus I personally also don't like committing to a Cadence I don't really commit anywhere to a Cadence I never want to feel like I have to make

[24:02] YouTube https://youtu.be/pLhQOYMGa88?t=1435 || Learn Email Marketing in 39 Minutes!
something because then whenever I have to make it it's not as good as I want it to be and so I'd rather just have a quality threshold that if I've got two good ones in me then two is what's going to go out if I've got four in me four is what's going to go out but if I've got zero it's zero let's talk about tactical

[24:19] YouTube https://youtu.be/pLhQOYMGa88?t=1452 || Learn Email Marketing in 39 Minutes!
nuggies which is the actual stuff inside of the email and so we want email if you think about the hypothetical ideal email it should be one that looks like emails that you would exchange every day and so often times emails that you exchange every day are pretty much all text a handful of sentences and then that's about it maybe a link maybe not a link there's usually not a lot of images and so we want our emails to approximate

[24:43] YouTube https://youtu.be/pLhQOYMGa88?t=1476 || Learn Email Marketing in 39 Minutes!
that as closely as possible because the equal opposite of that is that it looks like the Vegas Strip inside of the email right that looks like 100% promotion which then the algorithm you know AI is pretty smart nowadays they're like oh this is just promotion and so that they can put it into the promo Tab and so you want it to just look like an email and so you want it to be as much text as

[25:00] YouTube https://youtu.be/pLhQOYMGa88?t=1493 || Learn Email Marketing in 39 Minutes!
25 minutes possible for us we don't send images and if you do have the link it's you've got one maybe two links in there Max and we've also noticed that if we put more money stuff in an email it tends to get a higher percentage in the promo Tab and so I try to remove money language from the text itself to increase the likel to

[25:17] YouTube https://youtu.be/pLhQOYMGa88?t=1510 || Learn Email Marketing in 39 Minutes!
gets in the right place if you're like why am I why do I even bother making it only plain text why do I even bother only you know limiting the number of links why do I bother having you know less money in the title why do I even bother asking them to reply why don't I just send it to them automatically for whatever the lead magnet is well I'll

[25:31] YouTube https://youtu.be/pLhQOYMGa88?t=1524 || Learn Email Marketing in 39 Minutes!
tell you why right now for B2B 16.99% of marketing emails don't even get into the inbox let alone promot tab they don't even make it and so that's because of your domain Authority and so basically you want to have you have a reputation with the email servers on how good or how high quality the emails that you send are and so by doing these steps it's it's kind of like 100 golden BBS there's no one one silver bullet that solves all this stuff it's just

[25:55] YouTube https://youtu.be/pLhQOYMGa88?t=1548 || Learn Email Marketing in 39 Minutes!
consistently providing emails that people engage with and that they do click and they do open that they do read those are all indications that the stuff that you're sending is high quality and that it's improving their overall email experience and so just like every other platform I I will make this very strong statement which is don't try and figure

[26:10] YouTube https://youtu.be/pLhQOYMGa88?t=1563 || Learn Email Marketing in 39 Minutes!
out hacks try and simply align what you do with the objective of the platform the objective of an email provider is that they provide the highest quality email experience and sift out the fewest important emails cuz that think about a terrible experience if someone's like hey I sent you this email and I'm like I

[26:28] YouTube https://youtu.be/pLhQOYMGa88?t=1581 || Learn Email Marketing in 39 Minutes!
didn't get it and they're like yeah I sent it and then I look and I'm like I'm not I'm I'm you know Google is is is taking all these important emails I may consider switching servers I would say that's the worst thing that can happen so that's why they they like they will let emails through the equal opposite of that the false negatives is when I'm like man this the the filter on this

[26:45] YouTube https://youtu.be/pLhQOYMGa88?t=1598 || Learn Email Marketing in 39 Minutes!
spam is so weak I'm just getting all these spam emails constantly now that'd be less likely than the first scenario but still an increase in likelihood that I might consider switching email providers and let me give you a 2011 Advanced TX itic if you want an even higher clickthrough rate and 27 minutes deliverability rate make the link something that's Google native and so if I want to send a YouTube link then that'll probably have a higher deliverability if I want to send a sales

[27:08] YouTube https://youtu.be/pLhQOYMGa88?t=1621 || Learn Email Marketing in 39 Minutes!
letter I can have it be accessed in Google Drive because they understand what the file is if I want to send a vssl I can also have it uploaded to Google Drive and so sometimes these kind of like Hokey more duct taped look together type assets that you might send sometimes they actually convert even better so if you haven't tested it out

[27:25] YouTube https://youtu.be/pLhQOYMGa88?t=1638 || Learn Email Marketing in 39 Minutes!
worth a shot next nugie is AB testing subject declines so I told you that I'm trying to build the brand of mosy money minute and so I'm willing to sacrifice a little bit of short-term open right so that longterm the audience that becomes hardcore about mosy money minute will just always open the mosim money minute but even so the things after mosy money

[27:41] YouTube https://youtu.be/pLhQOYMGa88?t=1654 || Learn Email Marketing in 39 Minutes!
minute will still have an influence on that and so having an AB split test for your headline or your subject will test for a small percentage an AB and then once it has the winner will then send the rest of the list the the winning combination and this more and more platforms are getting intelligent about this like YouTube does the same thing for thumbnails and uh headlines cuz some of you guys are like I I see you're switching this out it's like duh there's

[28:05] YouTube https://youtu.be/pLhQOYMGa88?t=1678 || Learn Email Marketing in 39 Minutes!
a split test tool of course we're going to split test it but the same thing works for email so that's a perfect segue to okay well how do I get people to opt into my list and so what I want to do is I'll read you the email that comes in um after you opt in and so one of the things that I do is I like to PE like when I write my books I always

[28:21] YouTube https://youtu.be/pLhQOYMGa88?t=1694 || Learn Email Marketing in 39 Minutes!
inevitably write a couple chapters that are really valuable chapters but don't like really don't flow with the whole books kind of theme but they're still really good and so rather than just like toss them or use them as like a YouTube script I still finish them and make them book quality but I just peel them out

[28:37] YouTube https://youtu.be/pLhQOYMGa88?t=1710 || Learn Email Marketing in 39 Minutes!
and say hey I'll just give this to you when you opt into my list and I have other chapters that I've written that like when we do our next launch I'll have those as bonuses for doing it and so the only people that get them though is the people who are on the list and so I like to have little bonuses that are

[28:53] YouTube https://youtu.be/pLhQOYMGa88?t=1726 || Learn Email Marketing in 39 Minutes!
platform specific that give people reasons to also be subscribed there and so it's like if I could do something like that on YouTube I would but I have to do it through a link so at least on email I can make something that gives people a recent to sign up Beyond just immediately getting tactics that will always make them more money this one

[29:10] YouTube https://youtu.be/pLhQOYMGa88?t=1743 || Learn Email Marketing in 39 Minutes!
breaks the mold but I want to walk through why I think this this email is important and so first thing is I have a little bit of anticipation I've got a big announcement that's coming right and as long as you're subscribed you're going to find out about it first on top of that I deliver on my promise that's reinforcing them opting it in general and then on top of that you want them to

[29:26] YouTube https://youtu.be/pLhQOYMGa88?t=1759 || Learn Email Marketing in 39 Minutes!
engage with the email so there's a couple things here so when you reply to an email then remember I said earlier about the promo tab well when someone replies to an email then you kind of like Get reinforced in terms of the algorithm of the server like oh this is something that they're engaged with and so you want people to engage and so for us once you reply yes then we send you

[29:43] YouTube https://youtu.be/pLhQOYMGa88?t=1776 || Learn Email Marketing in 39 Minutes!
the chapter so that gives them a reason to do it and so you can have your opt in have a widget when they opt in explain the value of why they should stay on not just get the widget because I think that's just as or more important if someone opts into your list just to get the lead magnet then they just want the lead magnet they don't want regular communication from you so I want to sell

[30:00] YouTube https://youtu.be/pLhQOYMGa88?t=1793 || Learn Email Marketing in 39 Minutes!
30 minutes them on regular communication from me plus by the way here's that thing and I put that near the end because it's like you have their attention until you give them the immediate reward that was promised which you obviously have to do but I would rather say hey by the way here's the other things that you're going to get that I didn't tell you about so it's like I want to surprise

[30:16] YouTube https://youtu.be/pLhQOYMGa88?t=1809 || Learn Email Marketing in 39 Minutes!
and Delight with the stuff that I'm providing them before I give them the other thing that of course I'm going to provide it's like you have this tiny tiny moment where they have huge motivation and so it's like you just want to capitalize on it and think about everything as re enforcement loops and so people opted in for this lead magnet they can get the email by replying yes

[30:33] YouTube https://youtu.be/pLhQOYMGa88?t=1826 || Learn Email Marketing in 39 Minutes!
now I also want to resell them on doing this so inside the secret chapter it reveals things like how to get people to engage with your stuff who otherwise wouldn't so whenever I get a new market I almost always start with this how to make your advertising 9 and a half times as profitable there are two things you need to pull this off and it's on page five so putting the actra page is like oh this is actually like it's right in

[30:49] YouTube https://youtu.be/pLhQOYMGa88?t=1842 || Learn Email Marketing in 39 Minutes!
there the most powerful off of all time this will never expire five ways to add Hoops that increase lead quality the four ways to display discounts and there's a lot more but this is a solid start on how to design a winning acquisition strategy so inside of here I have multiple things that I'm sending them and they just have to reply yes so it's cool I've sold you in just these

[31:05] YouTube https://youtu.be/pLhQOYMGa88?t=1858 || Learn Email Marketing in 39 Minutes!
four lines on why you should stay subscribed and then all of this chunk is to get them to reply yes because even though they said they wanted it's like I really need them to reply yes so that I can seg myself to not the promo tap and if you play out the alternative scenario which is that you give a bad lead Magnet

[31:20] YouTube https://youtu.be/pLhQOYMGa88?t=1873 || Learn Email Marketing in 39 Minutes!
or you just immediately send the lead magnet with nothing else all right which is both of those are I consider bad scenarios if you send a good lead magnet but you don't sell them on staying they'll just immediately unsubscribe or just get the thing and then just never check anything again the other uh scenario is that they do follow the steps and then they read the lead magn

[31:36] YouTube https://youtu.be/pLhQOYMGa88?t=1889 || Learn Email Marketing in 39 Minutes!
and say all of that work wasn't worth it and that is like the single thing that I it keeps me up at night and so I just want to make sure that I always give a positive return on time uh relative to anything else someone could consume and so if we're talking about open rates then the next thing that you're going to want talk about is Click through rates CU fundamentally you want them to take action and so a lot of the market of email marketers has actually

[31:58] YouTube https://youtu.be/pLhQOYMGa88?t=1911 || Learn Email Marketing in 39 Minutes!
shifted towards tracking CTR over open rates and I think the biggest reason for that was because Apple privacy laws made it very difficult to track open rates and so I'll give you what our stats are just as maybe a benchmark so for us over the last uh 3 months our average open rate is uh just under 36% so it's 35.7 and our average CTR is 8 and a half so we have a very strong CTR so I don't

[32:20] YouTube https://youtu.be/pLhQOYMGa88?t=1933 || Learn Email Marketing in 39 Minutes!
know how accurate the open rate stat that I just shared is I just know that that's what we get reporting back on but ctrs we feel very confident on CTR typically will get pared between two things one is percentage of all people you sent it to who took action or clicked and then also percentage of people who opened who clicked so it's like okay so if I had 100,000 people and I got you know 30,000 to open my email

[32:43] YouTube https://youtu.be/pLhQOYMGa88?t=1956 || Learn Email Marketing in 39 Minutes!
and I got 10,000 to click then it would show a 33% per of people who opened clicked but overall I would have a 10% of the 100,000 10,000 who actually clicked and took the next step and so for us cuz day and a half it'd be 8,500 for every 100,000 that we send which is pretty crazy it's pretty good and so that is what I would be optimizing all

[33:04] YouTube https://youtu.be/pLhQOYMGa88?t=1977 || Learn Email Marketing in 39 Minutes!
my effort for but I'd be optimizing that over a longer period so think about it less about each email but think about what my overall uh CTR is for my emails in general because there are some emails that you're like you don't need to make the quote click ask as hard but we want to balance that over time so we're kind of like depositing before we withdraw a

[33:22] YouTube https://youtu.be/pLhQOYMGa88?t=1995 || Learn Email Marketing in 39 Minutes!
little bit I'm going to give you three timing tactics around emails these are all just golden BBS things that'll just give you kind tiny little lifts in terms of your overall performance and so if you're sending let's say one email a week then you might as well maximize the likelihood and effectiveness of that email and so if you're B Toc it seems like Mondays and Tuesdays tend to be

[33:39] YouTube https://youtu.be/pLhQOYMGa88?t=2012 || Learn Email Marketing in 39 Minutes!
better days overall and so there's an average increase in open rate of about 18% for B Toc it's a business consumer now if you're B2B this is kind of interesting it's Wednesday that's actually the bigger lift day and actually is about comparable to the B Toc lift so it's I see that as like there's just a time period for more

[33:55] YouTube https://youtu.be/pLhQOYMGa88?t=2028 || Learn Email Marketing in 39 Minutes!
people that consumers are more distracted call it on Mondays and Tuesdays whereas business people B2B are like working Mondays and Tuesdays like they get they get to catch catch their breath on Wednesday now I could just be adding a narrative to this who knows but fundamentally the stats are there and this is across zillions of emails I got

[34:12] YouTube https://youtu.be/pLhQOYMGa88?t=2045 || Learn Email Marketing in 39 Minutes!
that from Neil Patel he's an awesome marketer and so he shared that with me in terms of days the last tactic is around what time of day so that is days of a week but the next is time of day and so it seems like there's two sweet spots that occur and one is basically right before lunch and right after lunch so it's like 10: to noon and then 1: to

[34:27] YouTube https://youtu.be/pLhQOYMGa88?t=2060 || Learn Email Marketing in 39 Minutes!
three are the kind of like these these sweet spots where where they open the first thing in the morning I think is typically a very competitive time because there's so many actual real business emails that they're going through that they're like well I I got to I got to deal with this stuff first if you kind of slide in in those times you tend to see bigger improvements now

[34:43] YouTube https://youtu.be/pLhQOYMGa88?t=2076 || Learn Email Marketing in 39 Minutes!
that'll be more specific for businesses that are local when you're across time zones I wouldn't lose too much sleep over it for us we do all of our stuff off PSD but I know that I've got a three-hour window if I'm just looking at us and if half my audience is international which it is that's going to be more relevant for the people who

[34:58] YouTube https://youtu.be/pLhQOYMGa88?t=2091 || Learn Email Marketing in 39 Minutes!
only uh transact in one time zone so with that being said let's look at this puppy so this uh this email did exceptionally well this mosy money about testimonials that convert and so the perspective rich people buy time poor people buy stuff ambitious people buy skills lazy people bu distraction and so I put that one in there because for the

[35:14] YouTube https://youtu.be/pLhQOYMGa88?t=2107 || Learn Email Marketing in 39 Minutes!
week it was a super high performer uh in terms of tweets and this email also got plenty it's so funny because I got so many tags of people screenshotting my email and putting that on their story which amazing right cuz normally email list only grow up from you driving it but how amazing would it be if your

[35:30] YouTube https://youtu.be/pLhQOYMGa88?t=2123 || Learn Email Marketing in 39 Minutes!
email list itself brought other people in right and that's at least for me that's my goal so the actual tactical nugget I'll give it to you right now so turning testimonials into ads is very profitable but often very tough so it's like cool there's a problem right and so the main reason is people suck at making testimonials after reviewing all the testimonials and what separated the best

[35:48] YouTube https://youtu.be/pLhQOYMGa88?t=2141 || Learn Email Marketing in 39 Minutes!
from the rest there was one thing the top four all had in common which was a pain-based hook and so these were my top four hooks of all time this was just for gym lunch specifically so I looked over 2500 testimonials and so these are the top four hooks so we were two months away from shutting our doors we were barely making enough survive so this is different ads I paid payroll rent and

[36:04] YouTube https://youtu.be/pLhQOYMGa88?t=2157 || Learn Email Marketing in 39 Minutes!
I'd finished the month with $0 of profit I pay all my expense every month work all day and end up with $ Z of profit so kind of interesting that there's two Z of profit in the top four of all time different guys we there was no script there like that's like my marketer hats like interesting zero zero they both said zero dollars of profit which I find

[36:20] YouTube https://youtu.be/pLhQOYMGa88?t=2173 || Learn Email Marketing in 39 Minutes!
fascinating if those hooks and the hook is one of the most important parts of any AD then we should obsess about what the testimonial hooks are so get more people to watch them and so then it's like okay so the next time you record a testimony or ask for one don't ask them how life was before they started working with you cuz then they're going to give

[36:35] YouTube https://youtu.be/pLhQOYMGa88?t=2188 || Learn Email Marketing in 39 Minutes!
this very long story it's not going to it's be hard to find a really good hook so instead just ask them for their worst moment just say what was the worst moment because that's what all of these were is a moment and so the moments are what makes hooks the details are what make them powerful and so it wasn't just like oh we were struggling it says we were barely making enough to survive we were two months away from shutting our

[36:52] YouTube https://youtu.be/pLhQOYMGa88?t=2205 || Learn Email Marketing in 39 Minutes!
doors like that's much more visceral than stuff was hard right and so then of course we have our CTA per hug uh and one of the things that I've learned with ctas across content including email is a lot of people do the same copy paste CTA or I even see YouTubers like take their mini ads and just like slice them in they're wearing a different shirt or it's a different energy or whatever I think that's a huge mistake it's like if you think about the reason that you make

[37:18] YouTube https://youtu.be/pLhQOYMGa88?t=2231 || Learn Email Marketing in 39 Minutes!
stuff it's to increase the likelihood that people convert in the future or to convert them now and so if you want to increase the likel that they convert then why wouldn't you just take like if that's the most important part shortterm not long-term then why wouldn't you take the extra you know minute or 30 minutes

[37:33] YouTube https://youtu.be/pLhQOYMGa88?t=2246 || Learn Email Marketing in 39 Minutes!
even to just like make it contextual and so if you've noticed even my YouTube videos like this you know the CTA for this video was around the email it's contextual right if I have a thing for beginners then it would probably be around school if I have something that's really high level around like Enterprise Value then scaling workshops for

[37:48] YouTube https://youtu.be/pLhQOYMGa88?t=2261 || Learn Email Marketing in 39 Minutes!
acis.com or the portfolio itself would be the CTA and so making the CTA itself obviously related to the content but also how you bridge into the CTA and so this if you like tactics like these to Great your business you'll find love our actually this is a terrible CTA I should have said something more around

[38:04] YouTube https://youtu.be/pLhQOYMGa88?t=2277 || Learn Email Marketing in 39 Minutes!
I should have linked this more to testimonials so room for improvement but this one still did really well and so yeah like FYI 25% of our rooms over $5 million in revenue and 50% over a million so which just kind of gives an idea of the the quality of the room that people can go to stay rich and then uh I have a funny meme at the end because I like memes and so big picture same

[38:21] YouTube https://youtu.be/pLhQOYMGa88?t=2294 || Learn Email Marketing in 39 Minutes!
format boom reward them for opening boom reward them for reading add your CT in the middle make it contextual and if you do that even once a month you won't make less money and so hey guys we actually just redid our organic opt in for this for our email and so the newest one should be underneath of this video and it's actually because I have

[38:43] YouTube https://youtu.be/pLhQOYMGa88?t=2316 || Learn Email Marketing in 39 Minutes!
something very very juicy that's coming out in the next 30 days it's not what you think but it's really good I've spent a tremendous amount of time on it and I will predict that a lot of people will it'll be a Canon thing within you know the the MOs Nation World I'll just I'll just leave it at that and so you won't want to miss it if you want that and to opt into these lovely very

[39:04] YouTube https://youtu.be/pLhQOYMGa88?t=2337 || Learn Email Marketing in 39 Minutes!
tactical email value bombs that are consistently coming in on a regular basis that take less than 60 seconds to read you can go by clicking the link or go to acis.com newsletter


VIDEO
TITLE: Why You Shouldn’t Switch to English Content
URL: https://youtu.be/sJIOruqscvs
PRIMARY_TOPIC: content
TOPICS: content, content, niche, leads

[0:00] YouTube https://youtu.be/sJIOruqscvs?t=0 || Why You Shouldn’t Switch to English Content
So uh happy to be here. We are at the point where it's time to make strategic decision on which language to start uh on the big content machine uh on native or English. Currently all the clients comes from native language and referrals niches online detox program supplement recommendations. Ah tough tough um

[0:20] YouTube https://youtu.be/sJIOruqscvs?t=13 || Why You Shouldn’t Switch to English Content
tough I let me let me think. Let me let me zoom out for a second. Let's play it out. If you're already doing well in your existing language, that's by far the lowest risk move to do is just do more of what you're already doing that's working. All right. Now, if we're looking at uh you know, market size and

[0:42] YouTube https://youtu.be/sJIOruqscvs?t=35 || Why You Shouldn’t Switch to English Content
ability to pay and things like that, obviously, English speaking countries, you know, you can you can make more money because people have more discretionary income. Here's the thing, though. You're then going to compete against all the native English speakers who are competing in the same same space. And so taken to the natural

[0:57] YouTube https://youtu.be/sJIOruqscvs?t=50 || Why You Shouldn’t Switch to English Content
extreme, I think the question that I'm asking myself is how many people who are speaking their second language are number one in a field. I'm just thinking for myself like if I was in your shoes like that's probably the thinking process I would do is like who here? Now if you're like if you were like I'm purely bilingual like I speak

[1:15] YouTube https://youtu.be/sJIOruqscvs?t=68 || Why You Shouldn’t Switch to English Content
both perfectly then I would say then yeah speak in the language that has the the highest opportunity. But if it's like your second language and you're not that good at it, I would rather you honestly just crush your own market. The thing is is like just being real this year, by the end of this year, the AI

[1:33] YouTube https://youtu.be/sJIOruqscvs?t=86 || Why You Shouldn’t Switch to English Content
translation stuff that's going to come out is going to be wild. And so I would just encourage you to build where you think you have the low like the lowest risk of it not working. Uh, so basically build where you already are building and I would wait until the translation capabilities are exceptional and then

[1:49] YouTube https://youtu.be/sJIOruqscvs?t=102 || Why You Shouldn’t Switch to English Content
you'll be able to go global like everybody else. But you'll also compete with the other the the Russians and the Brazilians and the Chinese who are are also very good uh in their native language. But it's going to be a winner or take all world and it's going to get really weird and so who knows? But

[2:03] YouTube https://youtu.be/sJIOruqscvs?t=116 || Why You Shouldn’t Switch to English Content
that's that's how I would probably go for for next next


VIDEO
TITLE: Why Your Content Gets No Views After 4 Years
URL: https://youtu.be/sJckXfyCgxU
PRIMARY_TOPIC: content
TOPICS: content, content, branding, leads, guarantees

[0:00] YouTube https://youtu.be/sJckXfyCgxU?t=0 || Why Your Content Gets No Views After 4 Years
Let's do it. All right. So, I sell Yeah. sell tax strategy and tax filings to people overpaying in taxes. Uh currently make 4 million now. Would maybe like to exit for 100 mil. And what's stopping me is not having like a massive brand. So, people don't really know us when they think tax. We want to be first of mind.

[0:16] YouTube https://youtu.be/sJckXfyCgxU?t=9 || Why Your Content Gets No Views After 4 Years
Um we make videos but barely getting views. But brand will unlock us, you know, hit that premium and have demand gen. And you know, if we can't build brand, um business is over. uh AI will start taking our lunches and you know people um won't be willing to pay for a premium relationship you know but ultimately no

[0:32] YouTube https://youtu.be/sJckXfyCgxU?t=25 || Why Your Content Gets No Views After 4 Years
one will know care about our business and we will not be able to hit our revenue goals so just you know how do we build a brand been making videos for four years on all social platforms for you know posting five times a week and still can't get views okay so I'm going to rewind a second how you getting customers right now

[0:50] YouTube https://youtu.be/sJckXfyCgxU?t=43 || Why Your Content Gets No Views After 4 Years
um word of mouth referrals um from our existing clients that's our biggest one and then some trickle in from Facebook groups and then we also have we run some paid ads um but not really haven't done really well in that in that space. Are you supply constrained right now? Like can you handle more customers?

[1:06] YouTube https://youtu.be/sJckXfyCgxU?t=59 || Why Your Content Gets No Views After 4 Years
Yeah, we can handle more customers. Okay, got it. What's the pricing model and who's the avatar? Pricing model is 3,000 bucks. Come in, get the tax savings strategy. So, it's a full money back guarantee if we don't find 3K for you. And then after that, you get enrolled into the membership. You can apply that

[1:22] YouTube https://youtu.be/sJckXfyCgxU?t=75 || Why Your Content Gets No Views After 4 Years
3K as a credit over the next 12 months. And then the membership, it's where you do your filing, the accounting, the, you know, bookkeeping, couple calls, the whole enchilado. Uh, that's it ranges from complexity anywhere from 300 to 3,000 bucks every four weeks. On average, though, it's like 500 bucks

[1:37] YouTube https://youtu.be/sJckXfyCgxU?t=90 || Why Your Content Gets No Views After 4 Years
every four weeks. And then we sell to a triangle of people. It's business owners, real estate investors, and high W2. I'm in San Francisco, so a lot of high W2 folks. Yeah. So, anyone that just has that feeling where usually we're their next stop after their Turboax or they're down the street or mom a mom and dad's accountant that

[1:55] YouTube https://youtu.be/sJckXfyCgxU?t=108 || Why Your Content Gets No Views After 4 Years
doesn't do any tax strategy, we're usually their first stop for tax strategy. Got it. Got it. Okay. Um All right. So, why do you think the content hasn't worked? not that interesting of a guy. Um maybe the value isn't there. Um so like we've gone from like the education side of like hey here's all the tax strategies

[2:26] YouTube https://youtu.be/sJckXfyCgxU?t=139 || Why Your Content Gets No Views After 4 Years
you can do. Come talk about the strategy itself. Um I know my personal belief talk with my wife and stuff is like I think tax is just a very dry industry. Maybe no one no one cares cuz people barely file their taxes now. Like we run into people who don't file their taxes even. So yeah. Um might be just a dry ass

[2:42] YouTube https://youtu.be/sJckXfyCgxU?t=155 || Why Your Content Gets No Views After 4 Years
industry. Yeah. I I I would reject that. Um, yeah. So, I think, uh, if you look at, um, Erica taught me, she has a, have you, do you know who she is? She's got like, she's a lawyer. She does Oh, yeah. Yeah. Uh-huh. Yeah. Yeah. I mean, I think legal is more boring than taxes. And she's got like five and

[3:02] YouTube https://youtu.be/sJckXfyCgxU?t=175 || Why Your Content Gets No Views After 4 Years
a half million followers on just like Instagram. Mhm. So, I don't think tax is boring. I think you might make tax boring. And I say that not in a harsh way. Um, Oh, yeah. Also, I probably do. Yeah. I'd also look at um Viven 2. She does uh some financial stuff that I think is more like tactically personal

[3:23] YouTube https://youtu.be/sJckXfyCgxU?t=196 || Why Your Content Gets No Views After 4 Years
financey. I think there's also like you look at Dave Ramsey obviously he's personal finance as well but in a different kind of flavor more on the savings side. But I think absolutely if you did like live like hey well I got two things you can do right now like you demonstrating the expertise. I mean, look at what I'm doing, right?

[3:42] YouTube https://youtu.be/sJckXfyCgxU?t=215 || Why Your Content Gets No Views After 4 Years
Business advice could be, you know, perceived as boring. So, it's like I mean, at the end of the day, people like making money and people like saving money. And so, I don't, in some ways, if you think it's tax, then it's boring. If it's like, let me let me show you how I saved this guy $100,000 in his pocket in

[3:58] YouTube https://youtu.be/sJckXfyCgxU?t=231 || Why Your Content Gets No Views After 4 Years
20 minutes, that is far more interesting. Mhm. And so, I think demonstration of expertise in a world of AI is super super important. um and it will be something that AI will not be able to fake. So I would say do that as a content strategy demonstrating demonstrating the expertise. In terms of your um where are you where are you

[4:20] YouTube https://youtu.be/sJckXfyCgxU?t=253 || Why Your Content Gets No Views After 4 Years
posting right now? Um Instagram, Tik Tok, Facebook. Facebook's been getting some traction lately. Actually, Facebook has the most users out of any social media platform. Yeah, totally. Yeah. Also buyers on Facebook, dude. Like like the older demographics there and guess what? They have the money. Uh, so

[4:39] YouTube https://youtu.be/sJckXfyCgxU?t=272 || Why Your Content Gets No Views After 4 Years
I think you should totally double down on Facebook. It's it's actually like people are not using it enough. Like we we grow disproportionately quickly on Facebook as well. Um, okay. So the content you're making, you were making tax stuff. You shifted to making something else. What is that? Oh, no. It's all tax stuff, too. We've

[4:56] YouTube https://youtu.be/sJckXfyCgxU?t=289 || Why Your Content Gets No Views After 4 Years
just been making more tax. What's the process? You just say like here's a tax like here's a tax code you didn't know about. Um, usually like Yeah. Here's a tax like strategy. Paying your kids, Augusta roll. Go real stories, man. Uh-huh. You have how many clients you got? Uh, near 800. Okay. So, imagine as part of the value

[5:18] YouTube https://youtu.be/sJckXfyCgxU?t=311 || Why Your Content Gets No Views After 4 Years
ad that you have, you also do a personal call with them like what I'm doing right now. And then you and then you do the fastest diagnosis of their business and you cut it down and you start clipping it. So now it's a value ad and it's marketing because you just it's not interesting because it's a hypothetical. So what

[5:36] YouTube https://youtu.be/sJckXfyCgxU?t=329 || Why Your Content Gets No Views After 4 Years
makes content interesting is stakes, right? You have to have stakes. Yes. Yeah. And so there's ways of making stakes which is the artificial way which is like you just create a hook. A hook creates artificial stakes which is curiosity. What if I basically I wasted my time if I don't hear the rest of this. That's

[5:51] YouTube https://youtu.be/sJckXfyCgxU?t=344 || Why Your Content Gets No Views After 4 Years
the stake with a good hook. Right now, if we want to create real stakes, it's like uh you know, if someone starts a call and says um I'm on the edge of a cliff, I'm about to jump off. Um and if people actually believe that the stakes on the call are life or death, right? And so you will get watch time. Now, of

[6:07] YouTube https://youtu.be/sJckXfyCgxU?t=360 || Why Your Content Gets No Views After 4 Years
course, you want to do this ethically and whatnot, but I use it as an example. And so for you, you need to are you studying anyone in the space that you like admire that you think is doing a good job? Not not studying game tape. Yeah. Yeah, dude. Like look at what the people who are in. Like I just gave you two, but

[6:26] YouTube https://youtu.be/sJckXfyCgxU?t=379 || Why Your Content Gets No Views After 4 Years
like you should have like a list of 10 who are doing better than you. Look at the hooks that they're using and then say, "Okay, can I use this hook and then solve it a different way?" So my I don't I'm not a big believer in copying people's content. I think it's a bad idea. But if you want to use a hook, I

[6:41] YouTube https://youtu.be/sJckXfyCgxU?t=394 || Why Your Content Gets No Views After 4 Years
think that's whatever. If you had, you know, you want to reuse five or 10 words and then you have a very different delivery on that hook, I'm all for that. And so I think a combination of studying the people who are in the space, modeling the structure because you have to hook retain reward is the is

[6:53] YouTube https://youtu.be/sJckXfyCgxU?t=406 || Why Your Content Gets No Views After 4 Years
literally how content works, right? I'm going to bet that your hooks aren't that good and that the content itself is generic rather than specific. And so people like think about how silly I use this example a lot, but I think it drives it home. Like Dave Ramsey literally tells people three hours a day, 5 days a week for 40 years,

[7:13] YouTube https://youtu.be/sJckXfyCgxU?t=426 || Why Your Content Gets No Views After 4 Years
spend less than you make. That's the content. I could make an argument that that is drier than tax, right? But when you get into the story of it and it's like, oh, my husband's cheating on me and he did this thing now it's like Phil, you know, it's there's drama there, right? So, you can use the stories because at the end of the day,

[7:30] YouTube https://youtu.be/sJckXfyCgxU?t=443 || Why Your Content Gets No Views After 4 Years
you're just going to give him a couple of pieces of advice and you're like, well, shoot, there's only so many tax codes. It's like, dude, he literally tells people to spend less. Like, it could the the the advice couldn't be simpler. But it's the situation, it's the context that makes it interesting. And the

[7:44] YouTube https://youtu.be/sJckXfyCgxU?t=457 || Why Your Content Gets No Views After 4 Years
stakes is what did you spend last year? And imagine the one where it's like I have a $500,000 tax bill and I don't have the cash stakes. And I bet you have you had that situation come happen. Oh, yeah. Uh-huh. Right. You have amazingly high stakes in this business and you're just not using it. Oh, okay. So, using clients, confirm

[8:06] YouTube https://youtu.be/sJckXfyCgxU?t=479 || Why Your Content Gets No Views After 4 Years
it's cool with them, chop it up, mix it up in terms of demonstration of expertise. Yeah. Is that just like a like a like a show? No, no. Like I'm saying, demonstrate your expertise. I'm demonstrating my expertise right now. Mhm. Right. You do what I'm doing. Show you helping someone save money on taxes.

[8:26] YouTube https://youtu.be/sJckXfyCgxU?t=499 || Why Your Content Gets No Views After 4 Years
Oh, okay. And then use a medium through through through a client. Yeah. Are you do you have any you have because you're local, right? Um Oh, when you buy me that as in like you have in person business. You said San Francisco, so a lot of people, you're in the Bay Area, so it's fully remote, actually. Yeah.

[8:41] YouTube https://youtu.be/sJckXfyCgxU?t=514 || Why Your Content Gets No Views After 4 Years
Okay. Well, worst case, if they're all If they're all geographically located, you can invite them in to do some stuff. Oh, okay. Okay. So, do it IRL. Don't do a Zoom call type. Yeah. I think IRL will work a lot better. Oh, okay. If you have that ability, which you do, do it. You know what I mean? Got Oh, okay. That's a key part.

[8:59] YouTube https://youtu.be/sJckXfyCgxU?t=532 || Why Your Content Gets No Views After 4 Years
Yeah. I'm like, okay, Dave Ramsey's remote, so I'm not I don't want you to get this belief that it doesn't work the other way, but I'm like, if it's your first shot, you'll have better you'll have it'll be easier to get it to work in person than it will be remote. Oh, okay. Yeah. So, let me give you the TLDDR on this. You

[9:16] YouTube https://youtu.be/sJckXfyCgxU?t=549 || Why Your Content Gets No Views After 4 Years
need to build in to your delivery model a mechanism that on a monthly basis you are going to talk to 20 to 50 clients and you're going to talk to them in person or remote and you're going to record that so you can add them give them more value and you're going to structure the call in a way so that you

[9:35] YouTube https://youtu.be/sJckXfyCgxU?t=568 || Why Your Content Gets No Views After 4 Years
can start with the stakes that they're going through their last year's bill versus this year's bill or maybe how they started and what they're you know the bill that's upcoming and how we're going to try and pay it down whatever it is. And then you're going to go through one to three tactics. They're going to

[9:47] YouTube https://youtu.be/sJckXfyCgxU?t=580 || Why Your Content Gets No Views After 4 Years
help them. That's it. And you do that over and over and over again. Gold. Okay. Nice. Oh, that's solid there. And then fill down. And then are they in that clip or no? Yeah. Of course. Get the kids. Yeah. Okay. Okay. Get this just get consent. Yeah. And you can also just blur out the like this is where this is where a phone

[10:07] YouTube https://youtu.be/sJckXfyCgxU?t=600 || Why Your Content Gets No Views After 4 Years
works well because you don't see the faces. It's John from whatever. Like no one knows, right? So you could just do face and they could do all the financials. If you if you have no face and it's just John, who knows, right? So, you can do it that way or if they're in person, you can blur out the face.

[10:20] YouTube https://youtu.be/sJckXfyCgxU?t=613 || Why Your Content Gets No Views After 4 Years
Either way works, man. Okay. And then generally our meetings right now are about an hour. Like, would it be that long or no? No. I mean, our meeting right now is 10 minutes and we're about to end. All right. So, just Okay. Quick things. Yeah, dude. It's just like you're you're you're good at this stuff. You're doing

[10:35] YouTube https://youtu.be/sJckXfyCgxU?t=628 || Why Your Content Gets No Views After 4 Years
four million bucks a year, right? So, you don't suck at it. So, just just give them one or two things that you can that that they can that they can take away. And also, you can just consider calling. Like, you have followers, right? Even though you've been posting for a while, DM some of your followers.

[10:48] YouTube https://youtu.be/sJckXfyCgxU?t=641 || Why Your Content Gets No Views After 4 Years
Just say, "Hey, want to do a free free tax, no pitch. I'm just doing it for content. Your lucky day." Nice. Uh-huh. Cool. Dude, so solid, man. Thank you so much. Appreciate you, dude. All right. Take care. Rock and roll. 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

[11:08] YouTube https://youtu.be/sJckXfyCgxU?t=661 || Why Your Content Gets No Views After 4 Years
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

[11:24] YouTube https://youtu.be/sJckXfyCgxU?t=677 || Why Your Content Gets No Views After 4 Years
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 finance. And so no matter

[11:37] YouTube https://youtu.be/sJckXfyCgxU?t=690 || Why Your Content Gets No Views After 4 Years
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 to scale, we'd love to help you out on

[11:52] YouTube https://youtu.be/sJckXfyCgxU?t=705 || Why Your Content Gets No Views After 4 Years
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: Give Away the Information, Sell the Personalization
URL: https://youtu.be/tJFqLdBAaIA
PRIMARY_TOPIC: content
TOPICS: content, community, upsell, offers, content

[0:00] YouTube https://youtu.be/tJFqLdBAaIA?t=0 || Give Away the Information, Sell the Personalization
I started my school community a few weeks ago and I just finished transferring my online course to the platform. Awesome. My so far love it. I'm looking for ideas to monetize the platform. Great. At the moment, my course is free and lead magnets 30-day daily drip. Great. Does it make sense to charge to release the whole course in

[0:12] YouTube https://youtu.be/tJFqLdBAaIA?t=5 || Give Away the Information, Sell the Personalization
one shot instead of having them wait? Um, you might know more about this than I do, Kirby. So, basically, daily drip versus doing it all at once. Have you seen any data on that? I just don't have it. I would be making up my answer. Me too. Yeah. I think where we're trying what we're I'll just give you the school

[0:39] YouTube https://youtu.be/tJFqLdBAaIA?t=32 || Give Away the Information, Sell the Personalization
perspective is that we're trying to build in and I think this is coming very soon. Um the ability to unlock modules based on either their level or their time. So actually the level is already there but like based on time. And so that I think will stick a lot of people longer. So, this is a free community, so

[0:58] YouTube https://youtu.be/tJFqLdBAaIA?t=51 || Give Away the Information, Sell the Personalization
it's like I don't know how much it really matters. Um, the upsell would be to release fully. I don't that that doesn't seem compelling enough to me. Like, if they're already going to get in 30 days, like that doesn't that's that's to me I'd rather you just have that be the free community and then upsell into

[1:13] YouTube https://youtu.be/tJFqLdBAaIA?t=66 || Give Away the Information, Sell the Personalization
a paid community that has like 365 days, right? Because then somebody who's into that is going to be into the next thing and then it'll kind like I think you should have fewer. And so, instead of 30 videos, I'd break it into like seven or five. Um, and then have the CTA at the end and then put more of the value in

[1:28] YouTube https://youtu.be/tJFqLdBAaIA?t=81 || Give Away the Information, Sell the Personalization
terms of like one weekly call where you pull someone up like we're doing right now, answer the questions, soft toss. Hey, this is actually type of stuff that I do in my my private thing. Um, and so I actually have a really cute moniker that I will give you um that I'm now going to use a lot, which is give away

[1:42] YouTube https://youtu.be/tJFqLdBAaIA?t=95 || Give Away the Information, Sell the Personalization
the information, sell the personalization. So give away the info, sell the personalization. That's the that's the the sexy factor because all it's like cool this is all generic but if you want me to personalize this to you then join my thing I do one on six we meet once a week and that way we can drive forward

[1:58] YouTube https://youtu.be/tJFqLdBAaIA?t=111 || Give Away the Information, Sell the Personalization
and make sure you're doing all the stuff and if you get stuck I can get you unstuck. So the question is just how how valuable your time is to you. If you want to do trial and error for a year I've got the I've got the free group there for you. If you want to get there in a month because we can every time you

[2:11] YouTube https://youtu.be/tJFqLdBAaIA?t=124 || Give Away the Information, Sell the Personalization
would get stuck for a month we can get you unstuck in a day then it's worth it. It just depends on how much you value your


VIDEO
TITLE: Helping a $10k Google Ads agency scale
URL: https://youtu.be/trAAFADIAZw
PRIMARY_TOPIC: content
TOPICS: content, leads, ads, content, offers

[0:00] YouTube https://youtu.be/trAAFADIAZw?t=0 || Helping a $10k Google Ads agency scale
All right. Best offer to get wedding photographer clients for my new Google Ads agency. Run Google Ads. Okay. Um, so wedding photographers, honestly, I know a bunch of people who have been in the wedding photographer space. It's actually very easy to generate leads in that space. The difficulty with them is that everybody

[0:18] YouTube https://youtu.be/trAAFADIAZw?t=11 || Helping a $10k Google Ads agency scale
in their mother is a wedding photographer or rather a photographer. And so the quality of the leads tends to be bad. And so you'll typically need a higher friction sales process to sell anything worthwhile. So, call it like a 2K plus price point. Um, and you'll want to start making content ASAP. And this

[0:34] YouTube https://youtu.be/trAAFADIAZw?t=27 || Helping a $10k Google Ads agency scale
kind of goes for everybody, is that the world of content is merged with ads. So, you make lots and lots of content. When content does well, take that content, run it as an ad to the thing you sell. And then, if you still don't have big of a brand, bring them to a live, you know, webinar. I mean, if you have a small

[0:50] YouTube https://youtu.be/trAAFADIAZw?t=43 || Helping a $10k Google Ads agency scale
amount of traffic, bring them to a live call. If you have a little bit more traffic, you can bring them to a webinar, which means you just send them a link to hop on a call with more people. and then you present stuff and then you just solicit them to take a one-on-one call with you afterwards. It's very simple funnel. If you're a

[1:02] YouTube https://youtu.be/trAAFADIAZw?t=55 || Helping a $10k Google Ads agency scale
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 more importantly where

[1:17] YouTube https://youtu.be/trAAFADIAZw?t=70 || Helping a $10k Google Ads agency scale
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 functions of the business across product, marketing,

[1:30] YouTube https://youtu.be/trAAFADIAZw?t=83 || Helping a $10k Google Ads agency scale
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, plug in your business information, and

[1:44] YouTube https://youtu.be/trAAFADIAZw?t=97 || Helping a $10k Google Ads agency scale
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: Quality Trumps Personal Brand: My $100M Experiment
URL: https://youtu.be/ubAZHpGZ45w
PRIMARY_TOPIC: content
TOPICS: content, content, branding

[0:00] YouTube https://youtu.be/ubAZHpGZ45w?t=0 || Quality Trumps Personal Brand: My $100M Experiment
Let's say you want you needed to start a YouTube without your face. You had AI replace your face with just some random person nobody knew. How long would it take for you to reestablish and to get rabid fans for that? I think it would still work. And I actually I just it was so weird you you asked this. I was thinking about this

[0:18] YouTube https://youtu.be/ubAZHpGZ45w?t=11 || Quality Trumps Personal Brand: My $100M Experiment
this week. Um and I have proof that it's not because of my my dashing good looks uh and my high my high sense of fashion. Um, it's because like when I started my first book that I wrote, $100 million Offers, I had no I virtually no following. Um, I had enough following to make a post to say, "I wrote a book. Go check

[0:38] YouTube https://youtu.be/ubAZHpGZ45w?t=31 || Quality Trumps Personal Brand: My $100M Experiment
it out." Um, but then that book every single month sold more and more copies than the month before. And that was before I had an audience or before I was making content. And so it was the quality of the ideas was a book. They didn't even see me. It was just text, right? Um the quality of the idea is the

[0:55] YouTube https://youtu.be/ubAZHpGZ45w?t=48 || Quality Trumps Personal Brand: My $100M Experiment
clear the communication is what people were attracted to. People read it, applied it, got results, told their friends. Yes. And to this day, offer still continues to sell more and more. And the brand was actually the book. It wasn't even human. People don't know that. Yeah. I start I'm I'm a writer first. Like X is my is

[1:13] YouTube https://youtu.be/ubAZHpGZ45w?t=66 || Quality Trumps Personal Brand: My $100M Experiment
my So all content that you see from the Alex Ramosi brand is written first. So, like this is going to get wild. I post on X probably 30 40 times a week. I post all the time. From the posts that do well. Those become shorts that I then say those those tweets. Mhm. They become carousels that are just different versions of the exact same

[1:43] YouTube https://youtu.be/ubAZHpGZ45w?t=96 || Quality Trumps Personal Brand: My $100M Experiment
tweet. They become the captions of all of my images. And so if I have a one tweet about friendship, they'll just search friendship of my, you know, six 7,000 tweets that I've made and they'll just find another friendship tweet and post that as the caption. My LinkedIn is multiple tweets string together just in

[2:01] YouTube https://youtu.be/ubAZHpGZ45w?t=114 || Quality Trumps Personal Brand: My $100M Experiment
longer format. My YouTube videos are like 20 to 30 tweets put together that are high perform 100% that are transition lines. Every single thing that comes out was started written first. They're like, "How can the brand like how have you been able to get so much content out um when you are like don't control it?"

[2:23] YouTube https://youtu.be/ubAZHpGZ45w?t=136 || Quality Trumps Personal Brand: My $100M Experiment
Well, I have one pot that I put my my effort in, which is X and then every that feeds literally your team literally goes in and repackages. Our paid ads are my organic content that are high performers which came originally from Twitter and then uh or from X and then uh we just staple CTAs on the end. And the principle there is

[2:44] YouTube https://youtu.be/ubAZHpGZ45w?t=157 || Quality Trumps Personal Brand: My $100M Experiment
that if the atomic unit of the tweet is good, putting them together will create something even better potentially. And then you put in a bunch of lights and a bunch of crazy graphics and it's going to be even better. What's interesting is that it doesn't work in reverse. So if you have a viral clip and then I take the transcription

[3:00] YouTube https://youtu.be/ubAZHpGZ45w?t=173 || Quality Trumps Personal Brand: My $100M Experiment
and then I post it, it it may or may not do well because there's so many other variables. But if the foundational read of just black and white text, the idea, the words are interesting or compelling or clear. You can do it in another format, it works. When you have an original idea, how much of it is something you've heard before,

[3:22] YouTube https://youtu.be/ubAZHpGZ45w?t=195 || Quality Trumps Personal Brand: My $100M Experiment
said otherw words, or Yeah. is there such a thing as a truly original idea? I would say that the the majority of my tweets come in response to things. So either it's something that will come out organically like we'll have this conversation and my team will be right there and they'll be like you said these

[3:38] YouTube https://youtu.be/ubAZHpGZ45w?t=211 || Quality Trumps Personal Brand: My $100M Experiment
three things we wrote them down for you and then I'll just tweet those out. Um or I'll scroll I'll see something that'll trigger some sort of like well that's Um and then I'll basically tweet a response to something that I won't call out. Um, and so that's why sometimes my tweets are emotionally charged is because like they're

[3:56] YouTube https://youtu.be/ubAZHpGZ45w?t=229 || Quality Trumps Personal Brand: My $100M Experiment
typically me responding to either something that happened uh, you know, like somebody shows up late and says something and I'm like people want to get these because like I'm like this person wanted a promotion and he didn't show up. He showed up late to a meeting. I'm like what are we talking about here? Right? So then I

[4:09] YouTube https://youtu.be/ubAZHpGZ45w?t=242 || Quality Trumps Personal Brand: My $100M Experiment
probably have some, you know, triggering tweet about being on time and how they people don't even do that and they want the world, right? Um, and then that would probably get some people upset on LinkedIn and other like you should you should, you know, whatever. And so that's um that's the core of how um

[4:23] YouTube https://youtu.be/ubAZHpGZ45w?t=256 || Quality Trumps Personal Brand: My $100M Experiment
everything that I have is spread. But to loop to the original of like if I had a faceless account um would it work? I think so because it's the ideas and clarity of communication to your point. Do I think it's original? No. I think the thing that makes the content maybe slightly more slightly differentiated from other people's um is

[4:46] YouTube https://youtu.be/ubAZHpGZ45w?t=279 || Quality Trumps Personal Brand: My $100M Experiment
number one is I always try and state the facts and tell the truth and focus only on the observable and I talk in terms of behavior. And so the nice thing is that if you have those two filters and you apply it to all content, you can filter out the vast majority of content because it's mostly noise. people just like

[5:03] YouTube https://youtu.be/ubAZHpGZ45w?t=296 || Quality Trumps Personal Brand: My $100M Experiment
quite literally knowing people just making noise with their face uh and just saying words that they've never defined um and telling and not telling people to do anything and mostly entertaining when they think they're educating. Um and so it serves as a as a wonderful filter for uh consuming information. But in terms

[5:19] YouTube https://youtu.be/ubAZHpGZ45w?t=312 || Quality Trumps Personal Brand: My $100M Experiment
of dispensing the word consition becomes so much tighter that the quote value per word or value per second goes way up because you actually can do something with 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

[5:33] YouTube https://youtu.be/ubAZHpGZ45w?t=326 || Quality Trumps Personal Brand: My $100M Experiment
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 little kind of quiz thing where if you

[5:48] YouTube https://youtu.be/ubAZHpGZ45w?t=341 || Quality Trumps Personal Brand: My $100M Experiment
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 struggling with, someone else has already struggled with it and solved it.

[6:04] YouTube https://youtu.be/ubAZHpGZ45w?t=357 || Quality Trumps Personal Brand: My $100M Experiment
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 call with my team and we will look at

[6:19] YouTube https://youtu.be/ubAZHpGZ45w?t=372 || Quality Trumps Personal Brand: My $100M Experiment
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: Do 100 Reps, Then Find the Top 10%
URL: https://youtu.be/uiSkLIy58_U
PRIMARY_TOPIC: content
TOPICS: content, content, productivity, closing

[0:00] YouTube https://youtu.be/uiSkLIy58_U?t=0 || Do 100 Reps, Then Find the Top 10%
But if you want to learn a new skill, the fastest way that I do it that's outside of courses or anything is tremendous volume of activity. So whether that's like I want to take a lot of sales calls, I want to do a lot of outreach. I want to make a lot of content. I want to do a lot of customer success calls. Whatever it is, you do a

[0:14] YouTube https://youtu.be/uiSkLIy58_U?t=7 || Do 100 Reps, Then Find the Top 10%
hundred of those. And then you see what are the top 10% of these? Okay, what did these top 10% have different than the other 90? And then I say, okay, well these ones had these three things that were different. Let's try and do those three things on the next hundred. And then because of the variety of life,

[0:31] YouTube https://youtu.be/uiSkLIy58_U?t=24 || Do 100 Reps, Then Find the Top 10%
there's going to be some new variables that exist that you look at the top 10% of the next hundred and you're like, "Okay, we did those three, but there's also two more things that happen in this 10 versus the other 90. Now, let's do all five of those things." And over time, this is how you develop a

[0:46] YouTube https://youtu.be/uiSkLIy58_U?t=39 || Do 100 Reps, Then Find the Top 10%
checklist for making banger content and banger videos. And I'm sure like there's this clip David Prell talks about Chris Rock's creative process and he says, "How is it that you see Chris Rock at Madison Square Gardens and it's just like 60 minutes of just fire?" You're like, "How is this guy so funny?" And

[1:05] YouTube https://youtu.be/uiSkLIy58_U?t=58 || Do 100 Reps, Then Find the Top 10%
it's because what you don't see is the many small clubs and the first club that he goes to and does a whole hourong set and has like three moments that people laugh a lot about. And he's got like five minutes that are good. And the other 55 minutes basically suck. And so the next time he goes to a club, he

[1:22] YouTube https://youtu.be/uiSkLIy58_U?t=75 || Do 100 Reps, Then Find the Top 10%
takes those five minutes, puts them at the front, and then he tries all new material for the next 55 minutes. And he gets another five minutes. And he continues to repeat this process and put the new stuff at the front until eventually has 60 minutes of uninterrupted laughing. And then people are like, "Oh my god, he's so talented.

[1:37] YouTube https://youtu.be/uiSkLIy58_U?t=90 || Do 100 Reps, Then Find the Top 10%
I can't believe that he can just stand up there and talk into a microphone and make everyone laugh." Cross age boundaries, cross cultural boundaries, um, cross, you know, all of the boundaries that you might imagine. How can he be so funny to everyone? That's how how can that guy be so good at writing? Well, he looked at the stuff

[1:52] YouTube https://youtu.be/uiSkLIy58_U?t=105 || Do 100 Reps, Then Find the Top 10%
that he wrote. He found the best stuff, made it into the few things that he always does, and then kept writing. And that fundamentally is the process of learning anything. And it's usually not one thing. It's many small things that when added together in aggregate create the outsized returns. Real quick, I'm

[2:06] YouTube https://youtu.be/uiSkLIy58_U?t=119 || Do 100 Reps, Then Find the Top 10%
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 confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down by eight

[2:21] YouTube https://youtu.be/uiSkLIy58_U?t=134 || Do 100 Reps, Then Find the Top 10%
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. It's

[2:37] YouTube https://youtu.be/uiSkLIy58_U?t=150 || Do 100 Reps, Then Find the Top 10%
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: How to Funnel a LinkedIn Audience Into a Paid Community
URL: https://youtu.be/vrtM0XsmE18
PRIMARY_TOPIC: content
TOPICS: content, community, content, leads, follow-up

[0:00] YouTube https://youtu.be/vrtM0XsmE18?t=0 || How to Funnel a LinkedIn Audience Into a Paid Community
from LinkedIn to school. 20K LinkedIn followers. A lot of people who have small LinkedIn followings do really well in school. So, I'll just give you that as a side note. Like Farhune uh is somebody who's done really well leveraging LinkedIn audience um around like job opportunities for the UK. So, something kind of you might want to look

[0:16] YouTube https://youtu.be/vrtM0XsmE18?t=9 || How to Funnel a LinkedIn Audience Into a Paid Community
there at what he does in terms of his CTAs. Um but anyway, so you got you got just under 5,000 subscribers uh on your newsletter, which is great. What's the most efficient way to funnel those audiences in my new school community? All right. So um I my bet here uh is keep making the content you are on

[0:32] YouTube https://youtu.be/vrtM0XsmE18?t=25 || How to Funnel a LinkedIn Audience Into a Paid Community
LinkedIn. I would say first comment CTA or PSCTA. Um usually links out will get downgraded. So probably first comment with link uh would be my CTA for LinkedIn. As for uh email I I mean I would say you know I don't want to say you know copy my but um I would say I wrote I did a there's a video on this

[0:56] YouTube https://youtu.be/vrtM0XsmE18?t=49 || How to Funnel a LinkedIn Audience Into a Paid Community
on my YouTube channel. It says like how I turned like $1,000 into $45,000 or something like that. Um, but basically it's just that you get the best returns in marketing are on on email in terms of cost and return. And so I would structure the emails the same way I do. I structure them that way because I

[1:14] YouTube https://youtu.be/vrtM0XsmE18?t=67 || How to Funnel a LinkedIn Audience Into a Paid Community
think they're great. Uh, which is, you know, short hook that's pathy. Then very clear tactical nugget that someone can immediately use. Don't hold anything back. Give an example. Then CTA like your community has things like this in more depth or more personalized version. So the big CTA fundamentally

[1:34] YouTube https://youtu.be/vrtM0XsmE18?t=87 || How to Funnel a LinkedIn Audience Into a Paid Community
for everybody two core CTAs either you're either CTAing more or more personal basically. So it's like if you like this stuff there's more stuff like this or if you like this stuff I can personalize it for you right this one does better than this one does but both of them work. All right. Now this one if you are going to

[1:54] YouTube https://youtu.be/vrtM0XsmE18?t=107 || How to Funnel a LinkedIn Audience Into a Paid Community
personalize it you actually have to personalize it. And so that's the work part which some people don't want to do and that's where you create different templates and then you can maybe automate some portion of that. Um but uh Ed to to to answer your question LinkedIn side first comment CTA with some sort of lead magnet that's

[2:08] YouTube https://youtu.be/vrtM0XsmE18?t=121 || How to Funnel a LinkedIn Audience Into a Paid Community
associated with the community on the emails tactical nuggie put your oneline CTA make sure that it is uh contiguous with the email so it doesn't seem like a copy paste CTA um and yeah that's that's how I do


VIDEO
TITLE: You Have 8 Seconds to Nail Your Intro
URL: https://youtu.be/wMdcdkOsq7g
PRIMARY_TOPIC: content
TOPICS: content, content, ads

[0:00] YouTube https://youtu.be/wMdcdkOsq7g?t=0 || You Have 8 Seconds to Nail Your Intro
My personal mentor messagender.com. I That feels weird to click, so I don't want to click that. All right. I'm at 880 884. Thank you. Okay, let's see. Well, seems like you're doing well. I mean, you know how to go viral. Honestly, these things get into getting really deep into like hooks and content

[0:47] YouTube https://youtu.be/wMdcdkOsq7g?t=40 || You Have 8 Seconds to Nail Your Intro
or whatnot, but for short form, honestly, for long form, too, and ads, like you guys just have to obsess about the first five seconds. Like, I'm just telling you. I mean, and in in Tik Tok, it's like the first one second. Um, in YouTube videos, maybe you can get away with the first 10, but for the most

[1:04] YouTube https://youtu.be/wMdcdkOsq7g?t=57 || You Have 8 Seconds to Nail Your Intro
part, it's like you've got eight seconds to nail the introduction. And so, you want that to be airtight, no extra words, very clear, maps to the thumb, maps to the headline. And honestly, part of this is like um is just practice is, you know, I'll bet you the hook that you had in that that that 2.1 if you just

[1:23] YouTube https://youtu.be/wMdcdkOsq7g?t=76 || You Have 8 Seconds to Nail Your Intro
repeated it and just did other versions of that, it would still probably convert. Um so what I would do is I would look back at all my top converting clips, grab the hooks, and then try and remake five more with that same hook um that still delivered tactical value and then made that my next content thing.

[1:39] YouTube https://youtu.be/wMdcdkOsq7g?t=92 || You Have 8 Seconds to Nail Your Intro
And then just kind of keep recycling that that structure.


VIDEO
TITLE: How to Win in Saturated Markets
URL: https://youtu.be/wdUelpec4ns
PRIMARY_TOPIC: content
TOPICS: content, niche, content, branding

[0:00] YouTube https://youtu.be/wdUelpec4ns?t=0 || How to Win in Saturated Markets
Let's imagine that you're in the absolute biggest red ocean, right? Red ocean being it's super populated. There's blood in the water, right? Do you think the business advice niche is populated? Do you think there's a lot of red ocean in business advice? Yeah, probably. Right. And so, should I have not gotten

[0:22] YouTube https://youtu.be/wdUelpec4ns?t=15 || How to Win in Saturated Markets
into this? The bloodier the water, it means the more fish are there. And so where there's the fiercest competition, there's also oftent times the biggest rewards. Now, that being said, how do we merge this concept with the idea of you should niche down? Wait, Alex, I thought you wrote a book that said, "Hey, the

[0:43] YouTube https://youtu.be/wdUelpec4ns?t=36 || How to Win in Saturated Markets
riches are in the niches, right?" So, how do we merge these two ideas? Let me explain because I get questions about this. In the beginning, you want to artificially constrain the pond that you're going after so that you can compete in a place where the sharks aren't swimming. Okay? So, you want to be the biggest guy in a puddle. That's

[1:05] YouTube https://youtu.be/wdUelpec4ns?t=58 || How to Win in Saturated Markets
what you want to do. Biggest guy in a puddle. And then you say, "You know what? I'm going to go from a puddle to a pond because I think I'm I'm too big for this puddle." And so, you grow. And then you go to the pond. And then once you go from the pond, you say, "You know what? I'm going to go to a lake. Now I'm in a

[1:20] YouTube https://youtu.be/wdUelpec4ns?t=73 || How to Win in Saturated Markets
lake because I'm an even bigger fishy. Right now I'm in a lake. And then eventually you get to the point where you say, you know what, I think that I'm big enough to go into open class, open market and fight in the ocean. Now, if we were to look at this trajectory, I started as a trainer and I talked about nutrition and stuff

[1:44] YouTube https://youtu.be/wdUelpec4ns?t=97 || How to Win in Saturated Markets
and then I talked about gym stuff and then I started talking about business stuff. So, you're going to have evolutions where you can get big enough for a pond that you can move on from the pond to the lake and the lake to the ocean. It's just that it's directly correlated with your skill and your experience. And so,

[2:10] YouTube https://youtu.be/wdUelpec4ns?t=123 || How to Win in Saturated Markets
the reason that the the riches are in the niches is that when you're there, number one, you're competing against fewer people. And so, the upside is capped typically. Now, it's usually capped at way higher than you think it is, but it is capped to a degree. And that's okay. But as a result, because we

[2:24] YouTube https://youtu.be/wdUelpec4ns?t=137 || How to Win in Saturated Markets
are niched down, we're able to charge niche prices which give us more profit, more pricing power because there's fewer people. There's fewer things to compare you against, right? And so there does come a time where you can go uh move the market, right? Move your market rather um to go after a different segment or a

[2:41] YouTube https://youtu.be/wdUelpec4ns?t=154 || How to Win in Saturated Markets
broader segment. So let me walk walk through what you can how to think through this evolution for a business. So let's say that your current business is this little dot here. Okay, there are five directions that we can move with this dot. We can go. So let's imagine this is a we've got a triangle of a marketplace. Okay, so this is where

[3:03] YouTube https://youtu.be/wdUelpec4ns?t=176 || How to Win in Saturated Markets
you this is where you inhabit. You can go up market. All right. So for example, um in my gym launch days, I could instead of serving single location fragmented gym owners, I could go to franchisers, right? multilocation owners and franchisers. So I have oneoff gyms here. Now the next direction, so this is

[3:25] YouTube https://youtu.be/wdUelpec4ns?t=198 || How to Win in Saturated Markets
direction number one I can do. Direction number two is I can go down market which would be that I could go after trainers. There's way more trainers. They have way less buying power, but there's a lot of them. There's fewer franchisers than there are gyms and there's fewer uh and there's fewer gyms than there are

[3:40] YouTube https://youtu.be/wdUelpec4ns?t=213 || How to Win in Saturated Markets
trainers. Pyramid, right? So that's the second thing we can do. The next thing we can do is we can go adjacent. So instead of gyms, I say, you know what? I think I can help Cyros. That's what I think I'm going to do. I'm going to take my systems. I'm going to go into chiropractors. That' be an adjacent market. I could also go

[4:03] YouTube https://youtu.be/wdUelpec4ns?t=236 || How to Win in Saturated Markets
broader, right? Which would mean that I would look it this way, which means instead of gyms, maybe I talk about health and wellness in general. And so that means that I could go after Cyros, med spas, anybody, you know, weight loss clinics. Oops. All of these things are now broader. Or I can go narrower. So instead of gyms, I say I'm

[4:35] YouTube https://youtu.be/wdUelpec4ns?t=268 || How to Win in Saturated Markets
only going to work with spin studios. I'm only going to work with dancing studios. So this is our fifth. This is our fourth. This is our third. So that gives you five directions that you can go in to change the direction of the market that you choose to play in. Now I outline this and what's interesting is that most people

[4:56] YouTube https://youtu.be/wdUelpec4ns?t=289 || How to Win in Saturated Markets
who are especially smaller business owners have never even defined this to begin with and they pretty much just accept people's money as long as they have a pulse and a credit card. There's obviously two requirements. Well, let's say pulse is optional. As long as they have a credit card. Kidding. um that

[5:08] YouTube https://youtu.be/wdUelpec4ns?t=301 || How to Win in Saturated Markets
that uh that they accept. But the thing is is that like you want to get really really clear on this um because if you don't your customers will be confused because they won't know what you're really about.


VIDEO
TITLE: When I Showed Up with $0 in California
URL: https://youtu.be/wlZmj97Irtk
PRIMARY_TOPIC: content
TOPICS: content, mindset, content

[0:00] YouTube https://youtu.be/wlZmj97Irtk?t=0 || When I Showed Up with $0 in California
And I get it. And I think that the more visceral that we can make these stories, the better it is because I know that that's what would have resonated with me cuz I would have gone, that's an undeniable stack of proof that you were where you said you were. I'll tell you one that maybe will resonate with somebody in the audience.

[0:18] YouTube https://youtu.be/wlZmj97Irtk?t=11 || When I Showed Up with $0 in California
So I remember when I decided to move. So I moved to California to start a gym or get into fitness. And I got there and the guy who I said I was going to mentor under was like, "Where are you staying?" And I was like, "I don't know. I just got here." And he's like, "What do you mean you don't know?" I was like, "I

[0:32] YouTube https://youtu.be/wlZmj97Irtk?t=25 || When I Showed Up with $0 in California
don't know. I just I just showed up." And so he went, he said I could sleep at his place that night. The next morning went to the gym and he got on a chair and said, "Hey, who here is going to house this kid?" And one guy came up to me. He was like, "I'll give you a room." So I rented one room in a house for 400

[0:45] YouTube https://youtu.be/wlZmj97Irtk?t=38 || When I Showed Up with $0 in California
bucks a month. And then when I left that room to start sleeping at the gym, which was an hour away cuz I couldn't make the commute. So I save 400 bucks a month. I remember being actually kind of excited about it. I remember being like, man, this is going to be story. Yeah, this is going to be I'm going to be this is my

[0:59] YouTube https://youtu.be/wlZmj97Irtk?t=52 || When I Showed Up with $0 in California
rocky cut scene, right? But the thing is that the rocky cut scene lasts 30 seconds in the movie, but it can last 5 years in your life. And when I was sleeping on the gym floor, I'll give you a detail that that'll tell you that the un the stack of undeniable roof. um was that I my first gym was underneath of a

[1:18] YouTube https://youtu.be/wlZmj97Irtk?t=71 || When I Showed Up with $0 in California
parking garage and so there's these metal dividers in the ceiling and so cars would drive over this and it's a concrete box and so it sounded like a gunshot like and it would happen at all hours of the night and probably the most painful from an emotional perspective experience that I would have on a regular basis was that

[1:35] YouTube https://youtu.be/wlZmj97Irtk?t=88 || When I Showed Up with $0 in California
it was also abandoned enough parking lot that college kids my age would go up and party on the roof. And so like while they were partying literally above my head and making noise that would prevent me from sleeping, I would be down below in an inc in a dark warehouse in a city that I knew no one. Like I was from

[1:55] YouTube https://youtu.be/wlZmj97Irtk?t=108 || When I Showed Up with $0 in California
Baltimore. I drove across the country. I went to Huntington Beach. I literally knew no one and no one knew me. And so I'm sleeping there and then I realized that I can't really sleep at night. And so I'm I'm taking basically I'm living on naps for the first 6 months of the gym. and like homeless people are sleeping in

[2:12] YouTube https://youtu.be/wlZmj97Irtk?t=125 || When I Showed Up with $0 in California
my parking lot and I have to like go out and tell them to like go away and then I get back lock the door and I go back on the astroturf which is where I slept with a blanket and a pillow and I I bring this up because like the visceral feeling that you go through when you're going through the mound of period

[2:30] YouTube https://youtu.be/wlZmj97Irtk?t=143 || When I Showed Up with $0 in California
or the eating what feels like a marathon is that it's it becomes a 30-second sound bite in my story. Yeah. But it was years. And so like even to the same degree of like, man, you're such a natural salesman. The first job I ever got offered out of college was a sales job. And I said, I'm not a salesman. I'm an academic. Gh. And

[2:51] YouTube https://youtu.be/wlZmj97Irtk?t=164 || When I Showed Up with $0 in California
then as soon as I opened my gym, I was like, oh how do I pay rent? And someone walked in the door and I was like, please give me money. Uh, I promise. And I I had no equipment in my gym cuz I I couldn't afford any. So it's an empty gym with just turf. And I was like, I promise you I will get you amazing results. And they were like, are

[3:07] YouTube https://youtu.be/wlZmj97Irtk?t=180 || When I Showed Up with $0 in California
you going to be here tomorrow? And I was like, I I sleep here. I have to be here. I promise I'll be here. Right? It's impossible for me to not be here. I can't live. I can't leave. Right? And so the early people took pity on me when they literally paid the f the first 29 members I signed up in the first two

[3:21] YouTube https://youtu.be/wlZmj97Irtk?t=194 || When I Showed Up with $0 in California
weeks before the gym opened was from pity. It wasn't from charisma. It was pure pity. I'll be real with you. And it was the exact amount that I needed to pay rent. And I remember the first month of rent that I paid with, this is actually wild. I only I only looked at this in retrospect. I made exactly

[3:35] YouTube https://youtu.be/wlZmj97Irtk?t=208 || When I Showed Up with $0 in California
$4,972 in my first month of my gym. My rent was $4,972. And I remember working like a dog to get that. I'd never made money in my life. Like I'd never like really asked anyone for money. And all of a sudden, I had come up $5,000 in a month. And then at the end of the month, I watched it go to zero. And then I was like, I have to do

[3:55] YouTube https://youtu.be/wlZmj97Irtk?t=228 || When I Showed Up with $0 in California
it again. And that was when like the reality of the situation of like there was no escape. There was no one who was going to come to save me. And there was I couldn't blame my dad. I couldn't blame my mom. I was the one who had chosen this life. But the alternative was that I had to go back to my father,

[4:11] YouTube https://youtu.be/wlZmj97Irtk?t=244 || When I Showed Up with $0 in California
a failure, and have him look in look me in the eyes and say, "I told you and come here. Come here. Don't worry about it. You know, I told you this this gym stuff, this fitness stuff, this starting your own business. It's it's for later. It's fine. Just go back. Hey, you you've got this you've got this great degree.

[4:24] YouTube https://youtu.be/wlZmj97Irtk?t=257 || When I Showed Up with $0 in California
You've got just go to the go to the business school to do the thing." And I knew exactly what had happened. But what would have happened after that is that for the rest of my life, he would have had absolute authority over everything that I did. And that felt like death. And so that was what I ran away from

[4:38] YouTube https://youtu.be/wlZmj97Irtk?t=271 || When I Showed Up with $0 in California
when I was in that moment. Like whenever I felt like my back was against the wall and I didn't know what to do. And it felt like the Instagram reels of like the motivation weren't going to get me through what I was going through because no one cared that I was sleeping alone. I'd let them know I'm sleeping on the

[4:50] YouTube https://youtu.be/wlZmj97Irtk?t=283 || When I Showed Up with $0 in California
floor. And a month later when you're still sleeping on the floor once, everyone's like don't care. Like great, you're pursuing your dream. Right. Right. Early days. Yeah.


VIDEO
TITLE: How to Introduce Yourself in Every Video
URL: https://youtu.be/wmOqyOBlpWo
PRIMARY_TOPIC: content
TOPICS: content, content, branding

[0:00] YouTube https://youtu.be/wmOqyOBlpWo?t=0 || How to Introduce Yourself in Every Video
You talk a lot about reminding people who you are and assuming people don't know you. How often do you do this reminder? How often do you position with your content, dude? I do it at every single piece. I'd say long form, short form, you don't really have time to do it, but um in long form and I think the

[0:14] YouTube https://youtu.be/wmOqyOBlpWo?t=7 || How to Introduce Yourself in Every Video
profile is kind of like your way of saying who you are. So if people click the thing in a short, they click the thing or say they watch it, they think it's good, they click over to your profile, that gives you a little bit of the bio of who I am and then you can kind of watch everything else if you think about a user journey or a click

[0:27] YouTube https://youtu.be/wmOqyOBlpWo?t=20 || How to Introduce Yourself in Every Video
journey. um within a long form piece of content, you're gonna you're gonna introduce yourself within the first 30 seconds or so. Um and your introduction should be like I would say memorize it and get it tight. Get very tight and ideally if it's education, try and relate your history to credibility that

[0:49] YouTube https://youtu.be/wmOqyOBlpWo?t=42 || How to Introduce Yourself in Every Video
is related to the subject matter. So like if I'm making a sales video, I'm going to talk about my experience selling. If I'm making a marketing video, I'm gonna explain about my mark my experience running paid ads. I'm talking about making content, I'm going to talk about my audience following. So each of those

[1:03] YouTube https://youtu.be/wmOqyOBlpWo?t=56 || How to Introduce Yourself in Every Video
kind of show you different sides of me. Um, but it's still going to be related to the core subject. So you can kind of like check two boxes with one step, which is like I'm going to introduce myself and give credibility related to the topic at the same time. But yes, um uh and I don't to your point of like the

[1:20] YouTube https://youtu.be/wmOqyOBlpWo?t=73 || How to Introduce Yourself in Every Video
point is to be repetitive, avoid being repetitive all the time. I actually don't think there's I don't think you really have any fear around telling people who you are. It just I wouldn't give a I wouldn't give a two-minute life story every video. I would say make it like 10 seconds maybe. Right. My name's Austin. I own.com portfolio

[1:40] YouTube https://youtu.be/wmOqyOBlpWo?t=93 || How to Introduce Yourself in Every Video
companies. I've made more money than I need to and I'm going to help you do some of the things that are some of the principles that we've learned. Like it doesn't have to it doesn't have to be long. Now, again, if you look underneath my videos, I actually put my whole life story in in the description. Uh, which

[1:55] YouTube https://youtu.be/wmOqyOBlpWo?t=108 || How to Introduce Yourself in Every Video
as a side note for everybody, um, I think one of the biggest hacks you can do is if you if you do make any kind of written content, that that description of my YouTube, which maybe Kirby is pulling up, um, that description is actually the number one highest performing LinkedIn post of all time for me. And so it's actually not like

[2:14] YouTube https://youtu.be/wmOqyOBlpWo?t=127 || How to Introduce Yourself in Every Video
untested content like that, like how I got here. Um, that is the that's basically the hook for the best performing piece of content I've ever had all the way down to my name signing out my name, Alex. Like that whole thing, all of that is my highest performing LinkedIn piece. So, it's like, okay, well, I know that people

[2:33] YouTube https://youtu.be/wmOqyOBlpWo?t=146 || How to Introduce Yourself in Every Video
like that piece of content and it also helps them know who I am and so if you can do something like that, I think that gives you a little bit of two birds when stone. Uh but great question.


VIDEO
TITLE: I Run a $4.3M YouTube Channel. What Should I Fix First?
URL: https://youtu.be/xRzZaHUOk4E
PRIMARY_TOPIC: content
TOPICS: content, content, scaling, hiring

[0:00] YouTube https://youtu.be/xRzZaHUOk4E?t=0 || I Run a $4.3M YouTube Channel. What Should I Fix First?
I am a YouTuber. I make travel food videos around the world. Sweet. Uh revenue last year was 4.3 million. And I think what's stopping me is a couple of things. The key man what's profit issue profit is me to ask. It wasn't on the thing. 3 roughly over 70%. Great. Love it. Love this for us. Yeah. Uh I I think the what's stopping me is

[0:24] YouTube https://youtu.be/xRzZaHUOk4E?t=17 || I Run a $4.3M YouTube Channel. What Should I Fix First?
two things. one key man issue that I need to be involved in so much of production and second that we're not putting sponsors on every single video. Okay. So, okay. So, said differently, we could make more money if you made more videos, right? Or you made more per video. Mhm. Right. So, right now, um

[0:49] YouTube https://youtu.be/xRzZaHUOk4E?t=42 || I Run a $4.3M YouTube Channel. What Should I Fix First?
how much more would you make per video? Basically, if you maxed out your sponsorships, how much more would you make? I would have to do the math, but let's say about $800,000 in total for the year. 800,000 extra for the year. Yeah. Yeah. Okay. So, make 20% lift if you were if you just maxed out your

[1:10] YouTube https://youtu.be/xRzZaHUOk4E?t=63 || I Run a $4.3M YouTube Channel. What Should I Fix First?
monetization. So, you're 80% utilized right now. You get a 20% lift if you just sold a few more sponsors. Yeah. Okay. So, that's not a huge lift. Um, what do you want to have happen? What's the goal? Um, well, I would like to make more revenue, but also just have my company run more efficiently so I'm not

[1:29] YouTube https://youtu.be/xRzZaHUOk4E?t=82 || I Run a $4.3M YouTube Channel. What Should I Fix First?
always the bottleneck for everything. Yeah. So, you're in the videos, right? Yeah. Correct. Um, what parts of the vid? So, right now, are you involved in everything with the videos or just showing up? A lot. So, it would probably break down to helping with research, doing multiple rounds of feedback on research before we go to a

[1:53] YouTube https://youtu.be/xRzZaHUOk4E?t=106 || I Run a $4.3M YouTube Channel. What Should I Fix First?
shoot for pre-production, doing the actual shoot, doing voice over, and then reviewing each video sometimes three to four times. Yeah. So, it sounds like you just need a YouTube strategist that you'd headunt from somebody else's channel that you'd be able to pay more because you can because you have the cash flow to do it.

[2:07] YouTube https://youtu.be/xRzZaHUOk4E?t=120 || I Run a $4.3M YouTube Channel. What Should I Fix First?
And that would probably take 50% or more of your workload off your plate. And that would buy you just mental bandwidth back. Um, you would technically make less money because you would pay one more person. But I think you could make 3.15 instead of 3.3 and probably like live a happier life. Sure. And then if you had that extra time,

[2:25] YouTube https://youtu.be/xRzZaHUOk4E?t=138 || I Run a $4.3M YouTube Channel. What Should I Fix First?
maybe you could sell those extra sponsorships to get that 20% lift. Um, but I think the the real lever would be how many videos a week are you making? Um, two per week. Two per week. Yeah. I think so. The business that you're in is so leveraged on quality, right? that. So, I'll give you an analogy, not to not to um pull from the

[2:47] YouTube https://youtu.be/xRzZaHUOk4E?t=160 || I Run a $4.3M YouTube Channel. What Should I Fix First?
sales, but like if you're in a talent business, which you are, right? Taylor Swift is like not thinking like, "How do I get somebody else to sing these damn songs, right?" Like, at some point you just get tremendous operating leverage from you just being exceptional. Um, and I think there's nothing wrong with that,

[3:02] YouTube https://youtu.be/xRzZaHUOk4E?t=175 || I Run a $4.3M YouTube Channel. What Should I Fix First?
right? I make YouTube videos. Like, it's it's part of the game. Now, to what degree am I involved in pre-production and post-production? Basically none. Mhm. Um I show up and then like what are we talking about? Um but I think that How many people do you have on the team for media? About 21. You have

[3:22] YouTube https://youtu.be/xRzZaHUOk4E?t=195 || I Run a $4.3M YouTube Channel. What Should I Fix First?
21 people on the team for media. Yeah, we we're uh based in Vietnam. They're based in Vietnam and I live there, too. Just so you I'm not here telling them what to do. We're all there. Yeah. Yeah. You're in it. You're front line. I get it. Um, yeah. I think I mean I think that you could probably get away

[3:38] YouTube https://youtu.be/xRzZaHUOk4E?t=211 || I Run a $4.3M YouTube Channel. What Should I Fix First?
with like you probably need a high leverage person who's very good. So I'd be looking at like a $200,000 year plus person who's who has experience building a channel probably in the travel niche similar to yours that's probably bigger um to take more off your plate. But I think the thing that's going to probably

[3:57] YouTube https://youtu.be/xRzZaHUOk4E?t=230 || I Run a $4.3M YouTube Channel. What Should I Fix First?
excel because like getting the 20% from extra sponsorship, sure it's like a little extra money, fine. But but if the goal was like how do I I mean we started this with I would like to have more of my time. So I think it's a it's a manpower issue um and a willingness to pay thing. So if you're in Vietnam I'm

[4:14] YouTube https://youtu.be/xRzZaHUOk4E?t=247 || I Run a $4.3M YouTube Channel. What Should I Fix First?
guessing that you tend to be cheap with labor um which I'm fine with. Uh but some some roles are worth paying more for so you get more out of them. So I took your advice from the scaling videos that you've you put out already talking about people in this area and hiring that high level person and so I've just hired someone to

[4:36] YouTube https://youtu.be/xRzZaHUOk4E?t=269 || I Run a $4.3M YouTube Channel. What Should I Fix First?
function as a COO who has a lot of experience in marketing companies to doing video production big media ops. Okay. And so I'm hoping he can alleviate some of this. So that's that's uh you know he'll be starting in a month and so kind of what you're saying now will play out and we'll see what that does.

[4:52] YouTube https://youtu.be/xRzZaHUOk4E?t=285 || I Run a $4.3M YouTube Channel. What Should I Fix First?
Yeah. One of the things that um Leila talks a lot about which is like not solving the same problem twice. So sometimes solutions to problems take longer than we would like them to take but we've already have solutions in motion and so sometimes we have to give time time which is super frustrating. But I'm sure someone else here has

[5:09] YouTube https://youtu.be/xRzZaHUOk4E?t=302 || I Run a $4.3M YouTube Channel. What Should I Fix First?
probably started to solve a problem and then started a second solution for the same problem because the first solution hasn't actually started working yet but it wasn't supposed to start working yet. Um and so I would encourage you to just not break it. Um he starts in a month. Is the reason why was there a big

[5:25] YouTube https://youtu.be/xRzZaHUOk4E?t=318 || I Run a $4.3M YouTube Channel. What Should I Fix First?
delay? Um he's finishing his old job, taking a month off and then starting and starting at the same time I'm getting back to Vietnam so we can work together in person at first. Are you in touch like are you talking regularly between now and then? Uh we haven't been. I would encourage you to for a couple

[5:42] YouTube https://youtu.be/xRzZaHUOk4E?t=335 || I Run a $4.3M YouTube Channel. What Should I Fix First?
reasons. One is like the right type of person should be obsessed with this stuff and you want this person to be the type of person that you can like you want somebody that you can really that should be your intellectual equal or superior in this domain and if you feel like this person is not better than you at this you should not

[6:01] YouTube https://youtu.be/xRzZaHUOk4E?t=354 || I Run a $4.3M YouTube Channel. What Should I Fix First?
hire them. Good call. So, you have this kind of like one-month trial period. And like what I've found out about maniacs in general is that they don't stop being maniacs when they switch jobs. They're just they need something to chew on. And so, I would want to have this person thinking about my stuff for that month

[6:19] YouTube https://youtu.be/xRzZaHUOk4E?t=372 || I Run a $4.3M YouTube Channel. What Should I Fix First?
so that they come fresh with ideas. And I'd want the dialogue going. So, like all the fun work stuff before the work work stuff starts. Sure. But if the fun work stuff he's not he or she isn't like mentally stimulating you back and like doesn't doesn't seem like they're at the same level then you can probably avoid a

[6:35] YouTube https://youtu.be/xRzZaHUOk4E?t=388 || I Run a $4.3M YouTube Channel. What Should I Fix First?
mistake if it's not if the person's not good enough. Sure. Good call. So I would think about that. That's like I would do that today and just start like hey let's like Mark Zuckerberg met with Cheryl Sandberg for a year for dinner every single week before she started as the COO. The higher the level

[6:49] YouTube https://youtu.be/xRzZaHUOk4E?t=402 || I Run a $4.3M YouTube Channel. What Should I Fix First?
of the person Chiron was friends with us for six years before he came on as president here. And so the higher up the the person is, the more surface area you want with them in different conditions, seeing how they act under different stressors, different scenarios. What if they're sleepd deprived? Like I get a

[7:05] YouTube https://youtu.be/xRzZaHUOk4E?t=418 || I Run a $4.3M YouTube Channel. What Should I Fix First?
little worried when someone's like, I need to take a month off because I'm like, why? Right. Um like so stressful. It's like if you think that was stressful, like you're going to die here. So uh that that's the only thing that concerns me. If you're like, hey, we're talking every day and we're like he just

[7:19] YouTube https://youtu.be/xRzZaHUOk4E?t=432 || I Run a $4.3M YouTube Channel. What Should I Fix First?
has to finish his obligations. That I'm like good for somebody who keeps their word. Um, but I want us to start speeding up so that the day you start, you've already started weeks earlier. We're just officially kicking you off. That's how I would approach it. But yeah, clearly a manpower issue. Dash

[7:32] YouTube https://youtu.be/xRzZaHUOk4E?t=445 || I Run a $4.3M YouTube Channel. What Should I Fix First?
person give you more operational leverage, but the only output that's going to matter for you is quality. So, it's like how do you reverse engineer quality? And it's going to be talent. Got it. Boom. Thank you. Rock and roll. Yeah. If you're a business owner and you are not growing as fast as you'd like, I'd like to give

[7:49] YouTube https://youtu.be/xRzZaHUOk4E?t=462 || I Run a $4.3M YouTube Channel. What Should I Fix First?
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 in

[8:04] YouTube https://youtu.be/xRzZaHUOk4E?t=477 || I Run a $4.3M YouTube Channel. What Should I Fix First?
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 the business across product, marketing, sales, customer success, recruiting, IT, human

[8:16] YouTube https://youtu.be/xRzZaHUOk4E?t=489 || I Run a $4.3M YouTube Channel. What Should I Fix First?
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

[8:31] YouTube https://youtu.be/xRzZaHUOk4E?t=504 || I Run a $4.3M YouTube Channel. What Should I Fix First?
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 out to Vegas and we'll do this in person live.


VIDEO
TITLE: Your YouTube Description Is Costing You Subscribers
URL: https://youtu.be/yEwdgWDXlyo
PRIMARY_TOPIC: content
TOPICS: content, content, branding, leads

[0:00] YouTube https://youtu.be/yEwdgWDXlyo?t=0 || Your YouTube Description Is Costing You Subscribers
Top chess. Okay, nice. 600. You're doing great. Okay, you're getting great average views. That's cool. You've got your school school link here. You got your Discord. Okay. Um, like I said, I like one link, but that's up to you. Let's click this new one. Nice. Okay, you're above the fold. Okay, nice and short. Great. Something I recently

[0:21] YouTube https://youtu.be/yEwdgWDXlyo?t=14 || Your YouTube Description Is Costing You Subscribers
did, I don't know if you see my channels, I actually put my whole origin story. It was a top performing piece of LinkedIn content. Um, and I just put it in there because I think about this this way. People don't know who you are. Your existing audience knows, but you don't care. Not that you don't care about

[0:34] YouTube https://youtu.be/yEwdgWDXlyo?t=27 || Your YouTube Description Is Costing You Subscribers
them, but like you make content to get more people into your world, right? And so, you want to make the content such that in the description, if they don't know who you are, you can explain who you are so that you can kind of give your give yourself a little bit of credibility instead of talking about

[0:47] YouTube https://youtu.be/yEwdgWDXlyo?t=40 || Your YouTube Description Is Costing You Subscribers
like don't brag, just say what you've done. Just state the facts, tell the truth. Okay. Um, so that's small stuff. All right. Let's go back to the Let's go back to the channel. Okay. So, let's go videos. All right. I mean, it seems like you've got your thumbnail game down. I mean, besides me going deep onto the videos and then

[1:14] YouTube https://youtu.be/yEwdgWDXlyo?t=67 || Your YouTube Description Is Costing You Subscribers
trying to figure out, you know, pacing and things like that, but um I mean, you're putting out a ton of volume. So, I would love to like know what the what the constraint is because honestly traffic might not be your constraint. It might be something else. So, let's look at the I know we're not doing page

[1:31] YouTube https://youtu.be/yEwdgWDXlyo?t=84 || Your YouTube Description Is Costing You Subscribers
breakdowns, but here watch the video price soon. Okay, nice cool. This is a nice little benefit. And you got the coming soon. That's nice. Okay, you restated that and then you followed Well, good. You followed the the playbook that we said. This is great. Um, yeah. I mean, honestly, I think fundamentally you've got you've

[2:00] YouTube https://youtu.be/yEwdgWDXlyo?t=113 || Your YouTube Description Is Costing You Subscribers
got a lot of stuff pretty sound um in this. So, I like it overall. I wish I could give you, you know, more more technical. I would I put more origin story or more like self-edification in my description. That's probably the only thing that I would consider adding. And um I might consider kind of rementioning

[2:19] YouTube https://youtu.be/yEwdgWDXlyo?t=132 || Your YouTube Description Is Costing You Subscribers
that um in the about page especially because I feel like chess is very rank dominant and like if you're higher rank then people think you're


VIDEO
TITLE: Don’t Abandon Your Old Content
URL: https://youtu.be/yg3dDXAZCME
PRIMARY_TOPIC: content
TOPICS: content, content, branding

[0:00] YouTube https://youtu.be/yg3dDXAZCME?t=0 || Don’t Abandon Your Old Content
on brand. I know you've recently, maybe not recently at this point, uh, in the past year, kind of delved into business content to go deeper, uh, to kind of get more deal flow for acquisition, and provide more value to business owners. Uh, do you believe it was important though to establish some of the other

[0:18] YouTube https://youtu.be/yg3dDXAZCME?t=11 || Don’t Abandon Your Old Content
types of content you did originally around uh, fitness, nutrition, etc.? It's so funny because like I've only made I think like three pieces of content in total on fitness and they still have like contributed to the overall like brand makeup. If you think about the brand as like a mosaic with lots of

[0:32] YouTube https://youtu.be/yg3dDXAZCME?t=25 || Don’t Abandon Your Old Content
little pieces. Um uh but I do have some pretty updated thoughts on this which is just I see there's there's marketing and there's personal branding and there's an intersection between those things. And so if I only wanted to advertise for the business, then I think that I would be just fine making only content about business.

[0:54] YouTube https://youtu.be/yg3dDXAZCME?t=47 || Don’t Abandon Your Old Content
I also have a personal brand and I want the personal brand to be as accurate a reflection of me as humanly possible. And so my measure for that is like my mental image is like glass, which is that like if there's a glass wall and I'm on the other side and there's a room and there's all this stuff inside, but

[1:12] YouTube https://youtu.be/yg3dDXAZCME?t=65 || Don’t Abandon Your Old Content
inside the glass wall is dark. I think about the content as like a flashlight that just focuses on one area of my life. And I want the flashlight basically over time to illuminate the whole room so that if someone were to walk in, they would see everything and they wouldn't be surprised. They'd be like, "This is accurate. this is exactly

[1:31] YouTube https://youtu.be/yg3dDXAZCME?t=84 || Don’t Abandon Your Old Content
what I expected and to me that's what you know personal branding done right is that when someone meets me in person I'm exactly as they expected um and of course it's difficult because you can't control even with more volume you can't control the reach so I know that if I make a video about a relationship I'm

[1:49] YouTube https://youtu.be/yg3dDXAZCME?t=102 || Don’t Abandon Your Old Content
going to get 10 times the views period if I make a video about fitness I'm going to get five or 10 times the views period because it just affects more people and so I have to be really careful with those pieces of content because even if I make one out of tennis fitness, it'll still look like I have a

[2:02] YouTube https://youtu.be/yg3dDXAZCME?t=115 || Don’t Abandon Your Old Content
50/50 fitness versus business brand because I get 10 times the views even though it's onetenth of my volume. And so I can make very very small percentage of content that will proportionally represent me. And I think this is kind of what the curation of a brand is, which is like trying to kind of manage

[2:16] YouTube https://youtu.be/yg3dDXAZCME?t=129 || Don’t Abandon Your Old Content
it like a garden. Some weeds grow faster than others. Not to say that, you know, fitness is a weed or anything like that, but there just some plants that grow faster. And so I have to basically this is the management of of hedging. Okay, you know what? This is underrepresented. We need to make more of this for a

[2:29] YouTube https://youtu.be/yg3dDXAZCME?t=142 || Don’t Abandon Your Old Content
while. And then you kind of survey the landscape and you're like, "Okay, we we can we can drop a little bit of this in even though I know this is miracle grow and it's going to, you know, go grow like crazy." And I want that to be a representation of me. And so if I look at my life just in terms of hours, like

[2:42] YouTube https://youtu.be/yg3dDXAZCME?t=155 || Don’t Abandon Your Old Content
whatever, 168 hours a week, it's like I probably spend 10, you know, 10 hours a week, maybe maybe 12 doing fitness stuff out of 168. So it's like, okay, that's that's what should be proportionally represented in the content that I have. Um, if I, you know, I'm with Ila and we're doing like, you know, rommancy

[3:00] YouTube https://youtu.be/yg3dDXAZCME?t=173 || Don’t Abandon Your Old Content
things, if you want to call that, for for, you know, four to eight hours a week, then it's like, cool, then that's that's what I'm spending there. If I work, I don't know, 12 hours a day, the the other day, you know, the other hours of the day, then I want that to represent the vast majority of my content because the vast majority of my

[3:14] YouTube https://youtu.be/yg3dDXAZCME?t=187 || Don’t Abandon Your Old Content
life is business. And so, that's kind of how I think about uh curating. It's not like, oh, I have these five content buckets and I have to hit them all. It's just like, who am I? And also, I go through seasons. there probably some seasons where I'll be more, you know, romanceoriented. Uh because Leila and I

[3:28] YouTube https://youtu.be/yg3dDXAZCME?t=201 || Don’t Abandon Your Old Content
are going through that season for our relationship and I might like right now I'm in a pretty big fitness swing and so I'm actually working out pretty hard right now and I'm enjoying it a lot and so it wouldn't surprise me if I make a little bit more fitness stuff which I probably plan to. Um but the the reason

[3:41] YouTube https://youtu.be/yg3dDXAZCME?t=214 || Don’t Abandon Your Old Content
I also shy away from relationship and and fitness content is that there's no objective reality. And so like there's no relationship billionaire. The only the only qualifier for a successful marriage is that you are not divorced. That's it. It's all that's it. That's all there is. You're not divorced. And until you're at like,

[3:59] YouTube https://youtu.be/yg3dDXAZCME?t=232 || Don’t Abandon Your Old Content
you know, until you're like 80, no one cares. And so it's like, you know, we it's like this is what's working for us. We've been married, you know, 8 years. Use it if it's useful for you, you know. Um, and to the same degree, fitness, because there is quote scientific studies, and I'm putting quotes around

[4:13] YouTube https://youtu.be/yg3dDXAZCME?t=246 || Don’t Abandon Your Old Content
this because every every bro under the sun, if you've ever consumed any fitness content, there's like a hundred guys who are armchair PhDs. Um, I just like, you know, I'll be like, this is what's worked for me. And then one guy can pull up one study, another guy can pull up a conflicting study, and it's just like, I

[4:28] YouTube https://youtu.be/yg3dDXAZCME?t=261 || Don’t Abandon Your Old Content
don't care. Like, do whatever you want. Uh, this is again, this is what's worked for me. And so, I try to take it from that perspective, which is how I, not how-to. Um, and if I am going to do a how-to, I'll usually put a caveat of like under these conditions. Like if you're trying to maximize for money,

[4:40] YouTube https://youtu.be/yg3dDXAZCME?t=273 || Don’t Abandon Your Old Content
this is what I would do. Not this is how you make more money. It's like, well, it depends on what like what's your goal. Yeah. 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

[4:55] YouTube https://youtu.be/yg3dDXAZCME?t=288 || Don’t Abandon Your Old Content
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

[5:09] YouTube https://youtu.be/yg3dDXAZCME?t=302 || Don’t Abandon Your Old Content
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 else has already struggled with

[5:22] YouTube https://youtu.be/yg3dDXAZCME?t=315 || Don’t Abandon Your Old 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

[5:36] YouTube https://youtu.be/yg3dDXAZCME?t=329 || Don’t Abandon Your Old 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.


VIDEO
TITLE: Tell Them What Didn’t Work - That’s the Value
URL: https://youtu.be/ytudB0vywec
PRIMARY_TOPIC: content
TOPICS: content, community, content, offers

[0:00] YouTube https://youtu.be/ytudB0vywec?t=0 || Tell Them What Didn’t Work - That’s the Value
Can you explain how you would position the build with me value prop that you talked about in one of the Q&A? I think he's referring to when you haven't built out the course yet. Yeah. How can I sell people to build this community with me as I learn? Yeah. So the the real real is literally what Evelyn's content strategy is is

[0:17] YouTube https://youtu.be/ytudB0vywec?t=10 || Tell Them What Didn’t Work - That’s the Value
what you do inside of a group. You do stuff and you say, "Hey, I tried this." So I will tell you this story because it will resonate with with hopefully some of you. Um, when I was running gym launch, I had an R&D team. And so that's research and development. And so what they would do is every two weeks they'd run a $50,000

[0:35] YouTube https://youtu.be/ytudB0vywec?t=28 || Tell Them What Didn’t Work - That’s the Value
test. So I can give 50 grand and say, "Run a test on one element that's going to help gyms." So it could be a show up rate hack. It could be a it could be a way to set up the lobby. It could be uh a landing page test. It could be a new ad. It could be whatever, right? Just whatever they think would be something

[0:49] YouTube https://youtu.be/ytudB0vywec?t=42 || Tell Them What Didn’t Work - That’s the Value
that' be value. And so they spend 50 grand on it. Mind you, this is something that the gyms didn't have. And then they would spend all this time working and collecting all the data. And then here's what's crazy is that half the time it didn't beat the control. It didn't beat what we were already doing. And so they

[1:03] YouTube https://youtu.be/ytudB0vywec?t=56 || Tell Them What Didn’t Work - That’s the Value
thought, and this was an early conversation, they're like, "I guess we're not going to have anything to announce this week." And I was like, "What are you talking about?" I was like, "You did two weeks of work, is 50 50 grand." I was like, "We're just going to tell them the exact thing that we did and just tell them it didn't work." And

[1:15] YouTube https://youtu.be/ytudB0vywec?t=68 || Tell Them What Didn’t Work - That’s the Value
you know what? When we had attendance for this call, the amount of people were like, "Oh my god, I was thinking about doing something like that. I'm so glad you did it so I don't have to." That's value. And so the whole document is is the again people go into communities to save time. Everyone has access to all of the

[1:34] YouTube https://youtu.be/ytudB0vywec?t=87 || Tell Them What Didn’t Work - That’s the Value
information on the internet on Google for free. We are curators of that information. And so we want to compress down as much value as we possibly can per second of consumption. And a lot of that is giving relevance to the data that we have by doing it ourselves. Because anybody here seen like the Tik

[1:51] YouTube https://youtu.be/ytudB0vywec?t=104 || Tell Them What Didn’t Work - That’s the Value
Tok trends where it's like the dog puts his hand on the on two people's hand if you've seen that or there's like uh hey this is a new way to like gut an avocado or something whatever it's like and then you have somebody who just watches the video and then like tries it and it's obvious that it's like a normal person

[2:07] YouTube https://youtu.be/ytudB0vywec?t=120 || Tell Them What Didn’t Work - That’s the Value
trying the trend. And the thing is is those videos crush too because people are like for some reason even though I don't know either of these people this guy looks like a regular person. This looks like a super kitchen mom. And so this regular person is like, "Holy cow, I just gutted an avocado with a spoon or

[2:21] YouTube https://youtu.be/ytudB0vywec?t=134 || Tell Them What Didn’t Work - That’s the Value
whatever the hell is, right?" And so you get to be that regular person and then they believe that it could work for them because it worked for
