VIDEO
TITLE: Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
URL: https://youtu.be/-HJg4TYBgtI
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/-HJg4TYBgtI?t=0 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
You're about to see a fascinating conversation I had with Dave Ramsey where we talk about how he makes money, the advantages of inerson versus remote, a project that he lost millions of dollars on that I think has underlying lessons that any business owner can take from them. And finally, five stages of scaling all entrepreneurs go through. I

[0:16] YouTube https://youtu.be/-HJg4TYBgtI?t=9 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
think you're going to love it. Enjoy. Welcome everyone to the game. I'm here with uh Dave Ramsey, the man, the myth, the legend. Honor to be back with you, my friend. I'm so excited with everything that's happening with you guys. You're blowing up, man. It's pr I'm proud to watch you. It's great. Well, thank you. We're uh we're trying to trying to follow in in the Ramsey footsteps. There's so much stuff that I

[0:35] YouTube https://youtu.be/-HJg4TYBgtI?t=28 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
had written down um and prepared for today and I I doubt we'll get to to all of it, but if you could walk me through just kind of lay the land in terms of Ramsey solutions as the business exists today because I think it'll be helpful for the audience to give context. Yeah. What what ended up happening with us was we classic entrepreneurs. um you know we

[0:52] YouTube https://youtu.be/-HJg4TYBgtI?t=45 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
were um a wee bit ADD and so uh you know just something something flashy and uh shiny went in front of us. We would look at it because but it all came through the funnel of or or the filter of does this serve our mission and our mission is just to help people uh with common sense education and empowerment in some

[1:12] YouTube https://youtu.be/-HJg4TYBgtI?t=65 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
area in their life. It started in the money piece. And so when I first started, I was doing a free uh I was working for free at a talk radio station, doing a little talk radio show on the local station and I print a little book, started selling it out of the trunk of my car. So publishing was born, right? Uh then we did an event at

[1:29] YouTube https://youtu.be/-HJg4TYBgtI?t=82 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
the local Ramada in so live events were born and so each of these uh in those days everything was analog. Of course the internet comes along and one of these kids working for me comes in and goes, "Hey, we need a website." And I'm like, "What's that?" And so we built a website on one of those tiny little uh

[1:47] YouTube https://youtu.be/-HJg4TYBgtI?t=100 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
antique. You ought to look them up. They're cool. Those little first little Apple computers, the first little they look like a little shoe box. And uh he built it built us a site on there with Cole Fusion. And it was pitiful. But it was still cutting edge. Uh it was a big time deal in those days cuz nobody had a website. We had one of the first people had a web store to sell stuff because it

[2:07] YouTube https://youtu.be/-HJg4TYBgtI?t=120 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
was a platform. Again, platform platform platform. So, we're platform agnostic. And anytime we see a an a new and or emerging platform, analog or digital, we're going to put our toe in the water and keep doing the ones we're already doing. We're not going to abandon them. If they die on their own, fine. Uh if something runs its course, we're done

[2:27] YouTube https://youtu.be/-HJg4TYBgtI?t=140 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
with it. But, uh but but and you know, we just go on and do the next thing. And guy walks in my office in the early 2000s, we need a podcast. What's a podcast? I don't even know what this is. And we were one of the first uh certainly one of the first in talk radio to put a podcast out because the talk radio people resisted it. They were

[2:45] YouTube https://youtu.be/-HJg4TYBgtI?t=158 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
afraid it was competition. So on and on and on and on it goes. And and now we end up today we've got about 14 profit centers here um inside the organization. Today there's about,00 of us 650,000 foot campus that were uh you know that you've been here and hung out with us at our home and um and so we've got the

[3:05] YouTube https://youtu.be/-HJg4TYBgtI?t=178 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
entree leadership brand where we're teaching leadership and coaching small businesses and we've got events around that, books around that. The book we're talking about today is from that that idea. Uh, and we've got a huge coaching business in that area, coaching small businesses, uh, 200 and fewer team members. And, um, we're not real good

[3:24] YouTube https://youtu.be/-HJg4TYBgtI?t=197 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
with the large corporate goobers. We don't help them much. So, um, and then we've got the, uh, uh, obviously we've got all the stuff in the money space. Financial Peace University is now digital. Uh, it's no longer a VHS or a DVD or even an MP3. It's a digital format. Uh, we're rolling that up into slowly. Uh we're in beta to slowly start to move pieces of that into the Every Dollar app uh which is the largest

[3:49] YouTube https://youtu.be/-HJg4TYBgtI?t=222 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
budgeting one of the largest budgeting apps on the planet right now. We've had 50 million downloads with that. Um that app is huge. It's exploding and it's a fabulous it's very robust. Our tech team has done an incredible job. So, that's the digital very scalable thing, you know, on uh, you know, one end of the

[4:07] YouTube https://youtu.be/-HJg4TYBgtI?t=240 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
barbell. And then we've still got coaches over on the other end. And we still do small high-end ultrav platinum events where 25 people go to my, uh, event barn at my farm and hang out with me for a weekend. Uh so we go all the way we you know we stretch the spectrum from uh the high margin highouch uh uh

[4:30] YouTube https://youtu.be/-HJg4TYBgtI?t=263 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
expensive thing all the way over to free on on the every dollar app or free on the podcast uh consumption or the YouTube consumption. Probably more of an answer than you wanted but that we're all over the place and all of these things will have to do with just is there another way to preach this message? Is there another platform? So we're platform agnostic. Someone said, "You're you're a bestselling author."

[4:52] YouTube https://youtu.be/-HJg4TYBgtI?t=285 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
No, that author is one of the things we do. You're you're a talk radio guy. No, but talking on the microphone is just one of the things we do. Uh we're not and we're not we're not married to any of them. I got one wife and that's that's plenty. All right. I have I have a bunch of follow-ups on that. So, with all these different profit centers, number one is

[5:11] YouTube https://youtu.be/-HJg4TYBgtI?t=304 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
what you have 14 and it's been how many is have been 40 how many years? 35 years. 40 years since you started. About 35 years. 35 years. So, it's roughly like one profit center per per two and change years, right? Two and a half years almost uh on the nose um that gets started. It's been more than that because we've killed some along the way. Yeah, even better. So,

[5:34] YouTube https://youtu.be/-HJg4TYBgtI?t=327 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
what makes something worth pursuing versus what makes something a no? Is it just its on mission? Because I would imagine that there's you have resource constraints. You can't do everything that you would love to do. So, what what makes something quote worth doing versus not worth doing? Well, these days we we are much better. In the old days, I was

[5:52] YouTube https://youtu.be/-HJg4TYBgtI?t=345 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
just we just did it. I mean, it was like stupid. It was just stupid. And uh but nowadays, we actually do run a beta on something and we look at the ROIs and we look at the customer acquisition cost, the rorowaz, and so forth. And we're looking at um you know is is this a good use of our bandwidth of our marketing bandwidth of our um of our leadership

[6:15] YouTube https://youtu.be/-HJg4TYBgtI?t=368 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
time frame you know the time invested um o overhead uh committed to this project and so uh I mean we can you know we we drop a lot of stuff in the test bucket and uh but if it doesn't if it's not going to have a great rorowaz if it's not going to have a great conversion and if it's not going to have a great margin when we're done. Uh we can't afford to do it because of opportunity cost. Uh we

[6:40] YouTube https://youtu.be/-HJg4TYBgtI?t=393 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
can afford financially to do it, but but the the missed opportunity on something that was working 10x of what this little thing that we fell in love with over here but sucks. Um you know, we have to just let the thing that sucks die. And uh it didn't make it out of the test tube. That's all it amounts to. You take more of a a test test quickly, lots of

[7:01] YouTube https://youtu.be/-HJg4TYBgtI?t=414 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
ideas kind of strategy. And if something something hits then it's then you double down on those things. Is that's kind of how you think through kind of new product or expansion of kind of like profit profit centers I think is what you said. Exactly. Or and or can can we you know can we iterate it five or 10 degrees and cause it to work. I don't we

[7:18] YouTube https://youtu.be/-HJg4TYBgtI?t=431 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
don't kill everything instantaneously but I mean if we're going to invest even enough to get it into the test tube we're going to we're going to iterate iterate iterate before we kill it. But when we lose hope that the thing is going to have have a scale or have a margin that that is commensurate with the uh with the resources committed as you said that then you know when we lose

[7:39] YouTube https://youtu.be/-HJg4TYBgtI?t=452 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
that hope we've got to be grown-ups and go nah I really like this thing but it just it's not not it's not good business. So with these new endeavors, the first thing I wrote down when you started when you when when you brought it up was was who does new and the reason I bring this up because I imagine a lot of business owners have many

[7:55] YouTube https://youtu.be/-HJg4TYBgtI?t=468 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
ideas. You know, you said it earlier on like shiny object like oh this looks exciting, this looks exciting, this looks exciting. But for something to work, you typically have to have talent overseeing it. And I would imagine at the point that you're at now, you're probably not overseeing each of these

[8:08] YouTube https://youtu.be/-HJg4TYBgtI?t=481 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
kind of new profit centers or new ideas. Maybe they're, you know, brought to you and you review the metrics, but you're not really driving, unless you are, in which case this is an open question. Um, who who does new? Because are you going to take resources from something that's working? Are you bringing somebody new in or do you have a specific testing department that's all they do and then they hand it off to somebody else? Like,

[8:27] YouTube https://youtu.be/-HJg4TYBgtI?t=500 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
can you walk me through that process? Probably a hodgepodge of a little bit of all of that. I don't do it. No. Um but but what we have created is this collaboration uh freedom uh for anybody to throw an idea on the table. Uh and then you got to defend it. Uh you got to make a case for it. Um and so you can't just throw it out there and go, "Well, you guys go

[8:53] YouTube https://youtu.be/-HJg4TYBgtI?t=526 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
do that now cuz I'm so smart I came up with it." Because ideas are a dime a dozen. People who can implement them are the problem, right? Any one of the profit centers, for instance, entree leadership. Okay? So it's got several components to it. It's got a digital component. an entree leadership elite

[9:05] YouTube https://youtu.be/-HJg4TYBgtI?t=538 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
which is a digital coaching product for small businesses right so if somebody comes in and says I got a great idea to add something a tool to that digital product or whatever that's usually going to bubble up somewhere in that entree leadership team from that that the vice president who's running that Jason or um

[9:24] YouTube https://youtu.be/-HJg4TYBgtI?t=557 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
you know John Falcon's our senior coach over there so he's got a lot of co him and his coaches they're on the front lines they're they're interfacing with the customer all the time the customer's going to throw needs at them they went okay we need to serve this need, how can we do that? Is that a digital thing? Is it a a coaching need? How are we going to fill it? So, fill the need, fill the need, fill the need from an

[9:40] YouTube https://youtu.be/-HJg4TYBgtI?t=573 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
entrepreneur's perspective, but what we do is we give a lot of power to the vice president of that particular business unit uh or sub business unit uh to bubble things up. And then on top of that, if somebody's in another whole area, they're more than welcome to, you know, pull pull the pin on a grenade and

[9:58] YouTube https://youtu.be/-HJg4TYBgtI?t=591 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
throw it over in another area and go, "Hey guys, I got a great idea over here. I want to blow some stuff up." And so, but again, you've got to defend that and then you've got to defend the the resource usage uh to to to take it forward to take it past gleaming idea that I had while I was on the running trail this morning.

[10:16] YouTube https://youtu.be/-HJg4TYBgtI?t=609 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
Uh which you get a new idea every freaking morning if you're doing this, you know, it's just and 90% of them suck when they actually come in, but when they're on the running trail, they're all great, you know, before they see the light of day in the actual business climate. So anyway, I'm convinced that, you know, everything Ramsay has done has

[10:34] YouTube https://youtu.be/-HJg4TYBgtI?t=627 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
been on about 10% of our ideas. 90% of them when they made the light of day sucked. And some of them really sucked bad, but you know, you you don't know that sometimes till you get in there swinging. So all that to say, it's it's bubbling up. Uh occasionally we'll have something that doesn't have a home. Uh and we have a

[10:53] YouTube https://youtu.be/-HJg4TYBgtI?t=646 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
special projects wind team that is an incubator. It's a shark tank, if you will, for for ideas that don't they can jump in. And so you've got some senior leaders representing several of the disciplines that sit in there. And special projects works on two things. Broke things broke, you know, some an area's got the flu and it's, you know,

[11:13] YouTube https://youtu.be/-HJg4TYBgtI?t=666 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
we're not meeting budget, we're not hitting our revenue goals, and it's a, you know, it's a goodsized thing and it's problem. I sit in that. I sit in that work team. That's one of the things I sit on. It's one of the groups of work groups I sit in because I'm entrepreneurial and I love working on broken things. And we'll take a baby thing in there that doesn't have a home, an orphan, and um you know, put put it

[11:31] YouTube https://youtu.be/-HJg4TYBgtI?t=684 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
in niku in there and let's get this thing let's get it nourished. Let's see if we can get it moving and um see if see if it can survive. If we can get the thing to where it's past beta and it's actually the business is actually got some social proof, uh, we'll make it a new profit center or we'll drop it into one of the existing ones that even

[11:54] YouTube https://youtu.be/-HJg4TYBgtI?t=707 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
though the idea didn't come from them, uh, and go, look, this fits over here the best, so we're going to drop it with you guys and um, and you know, we'll take send a leader when we send it over there. We'll put a new leader on it and let and then start to staff it out. So when you put a new leader on it that so that was the who does new that was kind of the heart. Um so when you put a new

[12:13] YouTube https://youtu.be/-HJg4TYBgtI?t=726 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
leader on is that do you typically pull like a junior like if you VP is head of a division you pull somebody who's kind of one of their right hand they get the opportunity from a career pathing perspective that they can run this new thing or like how do you think through through bringing those leaders in are you mostly yeah I would just love to know how do you think through through that part?

[12:31] YouTube https://youtu.be/-HJg4TYBgtI?t=744 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
probably 80% maybe even 90% of the time it's in house and we're constantly working on bench depth around here. And so we've got somebody waiting in the wings and it might be them that that birthed the new idea and brought it into special projects, you know, and so they may have been rocking the baby for a

[12:51] YouTube https://youtu.be/-HJg4TYBgtI?t=764 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
little while and then they just get to they get to grow it on up, right? They get to give the orphan a home and they they become the new mom, daddy of the of the thing. So um uh yeah that's how I like to do it because if the person if it was born in their heart they will they will fight all the enemies internally and externally for the survival of their baby. I mean and

[13:15] YouTube https://youtu.be/-HJg4TYBgtI?t=788 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
they'll champion the cause baby. I like the pe I like champions. uh you know they paint their face blue and uh you know and you know ride a horse with a big sword coming through the thing to get every and and you sometimes you got to sit them. I I would a lot rather try to take somebody like that and pull them back and polish them a little bit than trying to light wet wood. Light wet

[13:38] YouTube https://youtu.be/-HJg4TYBgtI?t=811 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
wood. That's a great analogy. Well, when you when you start these new divisions, and I think I I I want to the reason I'm hitting on this is because I think it if you asked a hundred entrepreneurs, what's the number one thing that uh you wish you could do? It would probably be more new stuff. And so, this feels like

[13:55] YouTube https://youtu.be/-HJg4TYBgtI?t=828 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
a very a very relevant thing to talk about. And I think that happens at all levels because, you know, in the beginning, uh you're just barely figuring out what's going on. And so, you're just trying and seeing what sticks. Later, you have more resources. So, you think you can do more. Um, but oftentimes you also distract the team. They feel whiplash and then sometimes

[14:13] YouTube https://youtu.be/-HJg4TYBgtI?t=846 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
the core business starts to falter because everyone's looking at the new shiny toy rather than the main game. We started it with one area and it was tech because tech was exploding uh 20 years ago. And so, you know, we had the web department, you know, that's what it was called. That's how lame it was, right? And so, but these so these these, you know, these programmers and tech people

[14:37] YouTube https://youtu.be/-HJg4TYBgtI?t=870 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
are all sitting in a room. Uh, but they're getting paid off the P\&L of that profit center. So, the guy or gal running that profit center wants some freaking accountability, but instead we had them just over here. They were on their own little island and we had to break that up. And that's when we busted it. About this about 20 years ago, we went to this

[14:56] YouTube https://youtu.be/-HJg4TYBgtI?t=889 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
matrix approach. Well, this is a is a great segue. Um, so with each of these VPs, I would imagine these are, you know, among the most valuable people in the business, right? Because they're they're fundamentally running a business unit. Yeah. They got literally a P\&L and they literally get paid off the bottom. They get build for portions of the overhead, the rent for the building in

[15:16] YouTube https://youtu.be/-HJg4TYBgtI?t=909 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
their area as if they were a, you know, a standalone business, so to speak. So, we're job costing if you want to use accounting terms. And um, and then they get paid off that bottom line. So if they if their bottom line goes zoom zoom, their personal income goes zoom zoom. I I I want them to be very wealthy

[15:34] YouTube https://youtu.be/-HJg4TYBgtI?t=927 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
because that means they made me a lot of money and so I love it and uh yeah and we want everybody in the building doing that. Also though we have a high respect for the seauite we have a high respect for that senior marketer uh and the the value that they bring not just the entrepreneur running the the vice

[15:52] YouTube https://youtu.be/-HJg4TYBgtI?t=945 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
president's role or again senior VP sitting some of those and even some uh executives uh some of our operating board members sit in some of those seats but um but that's how you know it all rolls up under a business unit and then the seuite I imagine gets kind of compensated from the company overall. Yeah, because what I've got is uh our

[16:11] YouTube https://youtu.be/-HJg4TYBgtI?t=964 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
operating board is half seauite and half business units. And so what we've got to have is we've got to have this u uh we have to have an accounting system and a budgeting system that serves the business units and notifies the rest of us if the business how the business units performing. And so uh it's not really optional. You've got to do that.

[16:32] YouTube https://youtu.be/-HJg4TYBgtI?t=985 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
And and if if you're a a bootstrapped entrepreneur that came out of sales or marketing, you might not know how to do all that accounting stuff. And so I got to roll some accounting support up under you to make sure that that you get to keep doing the stuff you're good at, but we also actually want to count the

[16:51] YouTube https://youtu.be/-HJg4TYBgtI?t=1004 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
beans, make sure, you know, pay taxes. Yeah. This stay open, all the good stuff. I get I get this question a lot, so I'm curious your take on it. um equity packages, stock shares, anything like that or is it all pure based on bottom line profit? Is that the kind of the performance compensation uh component of the the leadership that you bring in for either business units or seauite? You

[17:15] YouTube https://youtu.be/-HJg4TYBgtI?t=1028 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
know, when we first uh started sharing off the bottom line with people, that's when we had to answer the equity question was are we going to um let someone have stock? Okay. So, our endgame, we decided a long time ago, endgame is not going public. Endgame is perpetual operation generationally. And so, it's what Simon Senate calls the infinite game. Okay? We

[17:42] YouTube https://youtu.be/-HJg4TYBgtI?t=1055 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
So, we don't have an exit to an IPO planned. Uh we're not doing that. We've decided distinctly 25 years ago, not doing that. We don't have a sale of uh of any kind to a VC or anything else. We don't have a liquidity moment anywhere on the horizon at all. If you do, it would change what you're doing maybe. Okay? Because if you're going to take

[18:07] YouTube https://youtu.be/-HJg4TYBgtI?t=1080 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
the thing public and you give some people some equity, that's not a big deal. Okay? But if you're running at infinite like that and um about the only thing that we're 100 about the only person in the building we're 100% sure is still going to be here is me everybody else could might someday want to leave or have to leave. And so uh uh and and I didn't want that. I

[18:31] YouTube https://youtu.be/-HJg4TYBgtI?t=1104 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
wanted everybody to stay forever cuz I love our people and I I you know there some of my best friends are my leaders here that I mean we do stuff socially with our wives and husbands and everything else. I love them. I've got high respect for them uh as human beings, as their spiritual character, everything. But still, I have over over

[18:50] YouTube https://youtu.be/-HJg4TYBgtI?t=1123 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
all these years found that sometimes people leave and I cry a little, but I cry a lot if they took stock with them. And so, uh we don't have any equity positions at all. And uh you you make unbelievably good money when you move into leadership and you're paid off the bottom line here. Like lights out scary

[19:08] YouTube https://youtu.be/-HJg4TYBgtI?t=1141 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
good money. uh like nobody nobody does what we do. We're so freaking generous because these are the people that are running the thing. They're the people that grew this. They deserve to get paid like they're a partner. And so I I have zero greed over that. But you don't own anything. I own 100%. Well, I don't own the stock anymore. My It's in my kids' names. uh uh from a state and planning

[19:34] YouTube https://youtu.be/-HJg4TYBgtI?t=1167 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
standpoint, but uh and they're, you know, my grown kids, my the the the nextgen uh of uh grown Ramsy's. So, but uh aside, I mean, I've got 1% to be clear, but the only voting stock, but the uh but anyway, no, there's no equity. There's no equity anywhere except Ramsy's. That's it. Oh, I love that. Um I'd say Leila and I have a

[19:55] YouTube https://youtu.be/-HJg4TYBgtI?t=1188 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
similar perspective on acquisition.com in that it's kind of our forever business. you know, we plan on just continuing to own it, continuing to operate it. You know, we will we'll enter we kind of see it as the goose versus the eggs. Um, at least how how we think through it, which is probably like we use a different analogy, but similar

[20:12] YouTube https://youtu.be/-HJg4TYBgtI?t=1205 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
you have 14 profit centers. Those are the eggs and then the goose. It's like why would we get rid of acquisition.com? It's it's the the mothership to to use your language. So, it brings so that brings up uh two two different points that are probably somewhat related. So one is is a 100% of Ramsey in person are

[20:29] YouTube https://youtu.be/-HJg4TYBgtI?t=1222 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
anybody is anyone remote? No, we all work at work. Yeah. So there's no like like you don't have like exceptions where like you know vid uh like editors or for for for social media or you know maybe some of the coaches or something like that could be remote. Everybody moves to um to Tennessee. Yes. And

[20:51] YouTube https://youtu.be/-HJg4TYBgtI?t=1244 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
the with the exception of the occasional temporary thing. Yeah. Of course. obvious but in terms of the actual structure and the reason is very simple. Um our quality of communication in-person communication quality goes way up and so things are actually communicated. We all know this. Anyone that's got walking around sense knows that 85% of communication is uh is body

[21:17] YouTube https://youtu.be/-HJg4TYBgtI?t=1270 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
language and tone and p not words. and and so um uh when you are sitting beside someone you can feel the spirit of what's going on and you are getting a whole different quality level of quality of communication. What that does is it increases two things. It increases trust and it increases productivity and and then those two things increase speed because

[21:45] YouTube https://youtu.be/-HJg4TYBgtI?t=1298 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
organizations move at the speed of trust and and so when I am not sure because I'm using a text uh or I'm even a zoom uh and I'm not really sure what she meant or he meant. I can't really tell if they were being passive aggressive, but if you're sitting with them, you know, right? If you're sitting with them, you know. And I I can go just go walk around the building and I can feel

[22:11] YouTube https://youtu.be/-HJg4TYBgtI?t=1324 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
the air. I can feel it in the air. I've been leading a long time. And I teach my leaders to do this. There's an old book a thousand years ago, In Search of Excellence. It was the Good to Great book before Good to Great, before Jim Collins did it. It was back in '92. And um you know that they studied great

[22:29] YouTube https://youtu.be/-HJg4TYBgtI?t=1342 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
companies. And one of the things the managers did, they did management by walking around. Just walk the floor of the plant if you're in manufacturing. and feel the vibe of the workers. Feel the speed. Feel the energy in the air. Look for u chaos. Look for uh dirt and filth versus organization. Um and I walk through, I smell food inside of our

[22:51] YouTube https://youtu.be/-HJg4TYBgtI?t=1364 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
building. No, that's not cool. We have a cafeteria. You don't eat at your desk. Leave your salmon somewhere else. Nobody wants to smell that crap, right? And so, you know, they're just little stuff, but you just walk through and you can kind of tell uh, you know, I walk past people, they're they're on a they're on a co a coaching call on a Zoom call with

[23:09] YouTube https://youtu.be/-HJg4TYBgtI?t=1382 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
somebody. I just pop my head in there, you know, smile, wave, and disrupt the whole call and then leave, spread hate and dissension, right? So, that kind of thing creates a cultural uh uh level of trust and productivity. Uh, I call them driveby communications. I can just drive. I can walk past and I read through the weekly reports and uh uh so and so's mother's got cancer and I

[23:34] YouTube https://youtu.be/-HJg4TYBgtI?t=1407 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
can walk past just touch them on the shoulder and say, "Hey man, I'm praying for your mom. Sorry about that." Third, you know, 68 second interaction that does not occur if they're remote. I think you might like this. Um, I think it was either Uber or Airbnb. Someone can correct me in the comments, but uh the they did a research study because I

[23:55] YouTube https://youtu.be/-HJg4TYBgtI?t=1428 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
think they were trying to prove or at least definitively know whether in person versus remote, you know, which one is better, etc. And they they found a an it depends answer which is and I talk about this because obviously we're in person, we have a big big headquarters here in Vegas. um that especially especially for the first

[24:14] YouTube https://youtu.be/-HJg4TYBgtI?t=1447 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
third of someone's career. So basically like call it 18 to 35 is where those people get a disproportionate upside for being in person because of all of the unstructured learning that occurs that's not on your quote career path. You know like if you're sitting right next to marketing and you're in sales, you know,

[24:34] YouTube https://youtu.be/-HJg4TYBgtI?t=1467 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
you you overhear, you know, what what's going on in terms of the organic stuff. you over hear what's going on in the paid side. You start learning a little bit more about funnel, you know, about landing page and conversion rates and things like that. And then all of a sudden when you are on a sales call, you

[24:46] YouTube https://youtu.be/-HJg4TYBgtI?t=1479 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
know, with a business owner or whomever, and they bring something of that up, you're like, "Oh, I actually know something about that." Because but if you were in an only Zoom environment, uh, you lose out on all of that. And so I'm a big advocate and because I obviously have a um a big, you know, percentage of the audience that I have that's in their early 20s um beginning

[25:04] YouTube https://youtu.be/-HJg4TYBgtI?t=1497 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
their career. I would encourage you all to to work in person. I really mean that. I did read one I did read one piece of research that you get more uh uh chances at promotion. Oh yeah. In person than if you're sitting at home and you're only on the calls commensurate to the task assigned to you. And so and you know we can add to

[25:24] YouTube https://youtu.be/-HJg4TYBgtI?t=1517 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
this even further. you've been here. Uh we've got this massive fabulous cafeteria uh restaurant at Ramsey. So, um and on top of that, we drop several million dollars a year into that to subsidize the food cost. So, you can eat here for about half of what you can drive down the road and, you know, get a

[25:46] YouTube https://youtu.be/-HJg4TYBgtI?t=1539 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
fast food burger or whatever. Uh why do we do that? Because when people eat together, oh, that adds a whole another level. When you break bread with someone else, it changes everything. And so what happens is people that don't work together end up eating together and what you're talking about occurs. They learn from each other. They uh you know, they

[26:06] YouTube https://youtu.be/-HJg4TYBgtI?t=1559 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
talk about stuff they're working on. Uh sometimes they just talk about personal stuff, but then the next time an issue comes up, they trust that person because they've actually developed a bit of a relationship with them. I look over and our tech guys and we got a bunch of techies in here, a bunch of programmers and stuff and they're all over there huddled around some table playing some

[26:23] YouTube https://youtu.be/-HJg4TYBgtI?t=1576 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
weird board game thing that I don't even know how it works. Um and and you know that only programmers would play, right? And um or some weird card game, Dungeons and Dragons type stuff or whatever. I don't know. And and but they're having a blast and they're playing together and eating together and that changes the

[26:42] YouTube https://youtu.be/-HJg4TYBgtI?t=1595 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
whole vibe of the deal. I will tell you that if you just are only concerned about a task and that's it, a simple tactical do this thing, that's fine for remote. But our stuff is always 100% of the time we want more out of the interaction than the simple task being accomplished. And that's why we've stood

[27:05] YouTube https://youtu.be/-HJg4TYBgtI?t=1618 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
firm on this. And we've lost some people to that. They want to go work and have work life balance which or whatever they call it. and so that they can work from home. Uh but what that actually means is I'm not planning to work eight hours, right? Because if you're working eight hours at home, you're not talking and interacting with your family. So I don't

[27:25] YouTube https://youtu.be/-HJg4TYBgtI?t=1638 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
know how you added hours to your family unless you're cheating the company. And so uh uh I don't I don't I don't understand it. But I'm not mad about it. It's just why we've decided to do it. And then but some people some people jet and that we've lost some good people over that. And uh so we've had a lot of

[27:42] YouTube https://youtu.be/-HJg4TYBgtI?t=1655 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
discussions about it here, but we're pretty firm on that. There's a couple dovetales that I that I'll hit on that. So one is you talked earlier about bench depth, and I would imagine that one of the best ways to build the bench depth is having more people crossunctionally learning in person from other leaders at cafeteria, at the water, break area, um and what have you. You also spoke about

[28:00] YouTube https://youtu.be/-HJg4TYBgtI?t=1673 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
trust. Uh the speed of the company is based on the speed of trust. And I would um I would I would I I 100% agree. And I think that translates into faster decision-m. And so I'm I'm a big I'm a big believer in the speed of decisions is the speed of the company, which can only be based on the trust that people have. If you have to double check every single thing, then all of a sudden

[28:19] YouTube https://youtu.be/-HJg4TYBgtI?t=1692 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
approval process has to get put in place and then bureaucracy kills everything. Well, and and it it it interferes with delegation. The the essence of delegation is trust. And so when I can let something bubble up from the bottom, it's because I trust the people that they're that the idea is going to get filtered and

[28:38] YouTube https://youtu.be/-HJg4TYBgtI?t=1711 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
vetted. It's we're not going to go drop a million dollars on a bad idea, you know, and so it's not I I trust the competency of the people. That's a that's a form of delegation. And I think you spoke to two things there. You spoke to both competence and intention, right? So intention, you know, like are they good at their job and do they do they mean mean well? Which I think it kind of

[28:57] YouTube https://youtu.be/-HJg4TYBgtI?t=1730 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
ladders up to on brand versus off-brand. Is this a Ramsay thing to do? Is this the Ramsay way? Um, so if just because I think everybody loves The Good Story, what's the most what's the biggest goof up you've had uh in 35 years on something that was off brand for Ramsay that you were like, "Man, I can't believe we did that or I like and and

[29:18] YouTube https://youtu.be/-HJg4TYBgtI?t=1751 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
and what what then what did you do about it afterwards?" Because I'm sure every business owner's had a big goof up and been like, "Shoot, that was bad." You know, I I I I don't know if it was off-brand, but um I think one of the most expensive things we ever did uh was that we got about uh several millions of dollars into

[29:42] YouTube https://youtu.be/-HJg4TYBgtI?t=1775 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
uh the uh building of a debit card. Okay. A Ramsey debit card that it wasn't off brand. It was right on brand. But um but but what this it was one of those things we didn't know what we didn't know banking regulations and and so forth. So we're looking for a click and mortar bank to park the thing in cuz it's we're not in the banking business. We're certainly not going to open a bank. Good lord no. Um that would be

[30:11] YouTube https://youtu.be/-HJg4TYBgtI?t=1804 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
there's no way. But but there there's tremendous um revenue potential in the transaction fees. And so we're looking at the Ramsey debit card and it's something that we could promote. We could brand it. Had a nice little gazelle on it. Had a nice little R on it. That kind of stuff. And um we screwed around that. That thing was born in Special Projects Committee. It was a baby. It was orphan. And we put it we

[30:35] YouTube https://youtu.be/-HJg4TYBgtI?t=1828 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
brought it that's an deal. We brought in an outside guy that knew the banking world and he's still with us today. Works in another area. He was brilliant guy. Really smart. And um I don't I never want to lose the guy, but uh we got down into that thing and it uh you know, of course it's has to survive

[30:54] YouTube https://youtu.be/-HJg4TYBgtI?t=1847 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
through the pandemic. Uh and and that that slowed everything down, shut everything down for a while and had to back put it on the shelf. Get it off the shelf and dust it off. Okay, get it going again. Get the beta picked back up. Get the alpha picked up first and get the beta picked up. And I think we were at about 10,000 people in beta.

[31:13] YouTube https://youtu.be/-HJg4TYBgtI?t=1866 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
Okay. and um the uh the the the um outside fraud uh bots started hitting the thing and we thought that the bank had the u the software to catch all of that. Uh and then we're looking at okay, we're responsible for these overdrafts that are being created. we have to cover them um in our contract. And real quickly,

[31:41] YouTube https://youtu.be/-HJg4TYBgtI?t=1894 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
the thing starts going sideways. And I'm like, man, I'm so many millions into this thing. I really don't want to kill this thing. But I we're looking at the risk and the upside. And and we just we blew it up. We killed it. And I still got one of those little debit cards in my folder. I carry it to remind me of

[31:59] YouTube https://youtu.be/-HJg4TYBgtI?t=1912 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
how stupid I was. We weren't stupid really. We we did everything correctly, but what we we were ignorant. We did not know what we didn't know about what our exposures were. And once those exposures became um evident, we just had to go, "Oh, this is way scary. I can't breathe and we're not doing this." Like, our losses could be infinite. Huh. Yeah. Exactly.

[32:26] YouTube https://youtu.be/-HJg4TYBgtI?t=1939 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
Exactly. I'm like, "Yeah, if I write, you know, if we lose the several million we've got in it, that's that pales in comparison to how bad this could be if we don't stop. So, we're going to stop now." And uh odd thing, the bank that we were working with uh later went sideways and was in the news and blew up. And so,

[32:44] YouTube https://youtu.be/-HJg4TYBgtI?t=1957 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
I think I think uh God protected us by letting us exit the thing early because we would have gotten the opportunity to exit anyway or we would had to move the whole project to another bank when that bank blew up. But it was a click-and-mortar bank thing. I feel like a lot of people have had that same like, "This is such a good idea on paper. Why

[33:01] YouTube https://youtu.be/-HJg4TYBgtI?t=1974 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
is this not working the way I wanted to?" Exactly. And it was working. The customer loved it. We would have been able to track and for the customer, track their expenses, and give them report and feedback. The data we could have reverse furnished back to the customer was going to be Oh, man. It was going to be beautiful. Oh, yeah. I mean, I see it. It's a I mean, it it's

[33:21] YouTube https://youtu.be/-HJg4TYBgtI?t=1994 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
compelling. and and the you know and we had written so many of the APIs and so much of the tie-ins you know to get all that stuff we're running it on every dollar in the beta but uh yeah it got it got hairy let me let me pivot from something uh from from the super tactical of that to zooming all the way out so a lot of entrepreneurs

[33:43] YouTube https://youtu.be/-HJg4TYBgtI?t=2016 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
myself included you know you start to you know build build a lot of wealth and then there's also the biggest percentage of your wealth sits inside of the enterprise that you run, right? And so how do you think about family office like you know you start you start getting this money right that comes into the business or comes

[34:03] YouTube https://youtu.be/-HJg4TYBgtI?t=2036 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
out of the business excuse me. Um do you have any kind of mental framework that you work through in terms of percentage reallocation to new you know new investments uh within within the overarching structure. Uh, and where where this gets more tactical for me to you is Leila and I have run almost everything inside of acquisition.com. And that means like we own buildings, we

[34:28] YouTube https://youtu.be/-HJg4TYBgtI?t=2061 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
own apartment complexes, all that. It still sits in acquisition.com. Obviously, there's entity structures and things like that, but in terms of the team that helps run it because, you know, acquisition.com primarily is an investment, you know, it started as a family office, but it just it spun up these other uh profit centers to use your language. um over time. And so I

[34:48] YouTube https://youtu.be/-HJg4TYBgtI?t=2081 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
I'm I'm curious, have you do you do you completely separate church and state to to to use that language in terms of you know Ramsey personal versus Yeah. Can you just walk me through how you think through that? No, we we have uh done all other investing outside of Ramsey Solutions uh and in separate legal

[35:09] YouTube https://youtu.be/-HJg4TYBgtI?t=2102 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
entities as well for for uh riskmanagement purposes. That simple. and also for estate planning purposes. Uh so for instance, the campus that you were on is um it's probably a $600 million asset roughly, something like that. Um maybe you own in cash. Yeah. Yeah. I just wanted the audience to I just wanted the audience to know. Sorry. Go ahead. So, when we when we bought the

[35:35] YouTube https://youtu.be/-HJg4TYBgtI?t=2128 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
dirt to start laying the first bricks on the first thing on it, uh that was a $10 million purchase and it's the largest purchase I'd ever done in my life when I bought the dirt and I was freaking out and I'm like now I got to build something too. You know, now that I bought the largest thing, now I got to do something even bigger and it's like

[35:52] YouTube https://youtu.be/-HJg4TYBgtI?t=2145 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
we're going to cash. So, we cash flow everything as you said. Um, but we immediately drop that into the children's trust so that I'm not the owner and uh and so you avoid um any you you don't avoid capital gains on the or I'm sorry estate tax on the basis of what you put in there, but you do own all the growth. And so while we've owned this property, it's doubled in value.

[36:18] YouTube https://youtu.be/-HJg4TYBgtI?t=2171 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
Um, and so there's hundreds of millions of dollars that have now avoided uh estate tax by that being over there. Plus, if someone wants to sue Ramsay, which apparently is a hobby for some people, and uh then they uh you know, that's not on the plate because Ramsay does not own the campus. Ramsay is a uh Ramsey Solutions is a tenant uh of the

[36:41] YouTube https://youtu.be/-HJg4TYBgtI?t=2194 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
Children's Trust. And then, you know, same thing if we we own a bunch of other real estate because I love real estate like you do. and uh um I just buy that and drop it into an LLC. And if it's anything over uh 10 million, I drop it into a sing single standalone LLC so that all risk associated with that

[36:57] YouTube https://youtu.be/-HJg4TYBgtI?t=2210 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
property is contained within that property. and uh from a latig from a uh litigation standpoint uh or or maybe anything else. But um and also then that gives us some other estate planning things we can do uh with uh because partial interest LLC's can be with one of the kids can be uh or a kid entity. Uh a trust can be greatly uh reduced in

[37:23] YouTube https://youtu.be/-HJg4TYBgtI?t=2236 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
uh appraisal value. uh and you can slip more and more of that into the estate plan and not have taxes on it. So we've been doing a bunch of that for 20 years and playing with all that stuff and that so the reason was estate taxes and risk management is the only reason it's there philosophically it's all in one lump. Well, that's exact and that that really teases to the the heart of it because

[37:48] YouTube https://youtu.be/-HJg4TYBgtI?t=2261 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
for sure the entity structure from a risk protection perspective then you know uh from from a succession planning and avoiding estate taxes later that 100% makes sense. I was curious about the actual team. So like would the same legal team that does Ramsay stuff do some of these other deals? I asked

[38:06] YouTube https://youtu.be/-HJg4TYBgtI?t=2279 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
because this is me selfishly asking because my my you know my my estate attorneys, you know, who manage all of that stuff. Um and I have our M\&A attorneys that handle a lot of our our our deal flow. Um a lot of times we share I share the same resources, same same people um for things that are quote

[38:24] YouTube https://youtu.be/-HJg4TYBgtI?t=2297 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
personal versus acquisition.com. Um and I was curious if you had any like basically if you had had a mistake from that that I don't know about, I would love to know. No, I I have used uh I've done both. Uh so all accounting for the whole thing is in-house. Ramsey accounting team does it. Okay. Taxes are have been outsourced

[38:46] YouTube https://youtu.be/-HJg4TYBgtI?t=2319 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
forever anyway. Estate planning has been outsourced forever. Uh nuanced litigation has been outsourced forever. Uh, but a little thing if I need a if I need somebody to look over a lease or uh verify that we wrote the LOI up if we're doing a I bought a piece of property this week and uh you know with or I've got it on LOI. I don't have it contracted. So, you know, will will my

[39:11] YouTube https://youtu.be/-HJg4TYBgtI?t=2344 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
real estate team, which does not work for Ramsey, run walk down the hall, they do sit here, but they don't work technically for Ramsey. Do they walk down the hall and run it past the general coun somebody at the general counsel on the legal team? Probably. Yeah. Uh, but minor stuff, but pretty quickly if anything gets like if you're if we're reszoning a piece of property,

[39:30] YouTube https://youtu.be/-HJg4TYBgtI?t=2363 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
my legal team here doesn't know how to do that. I've got that's going to be an outsource guy. I'm going to bring in a zoning attorney that knows what the flip they're doing and knows everybody at the county that can walk it through cuz my guys would be stumbling around not knowing what they're doing down there.

[39:42] YouTube https://youtu.be/-HJg4TYBgtI?t=2375 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
General counsel would be. Man, this that was super helpful for those of you who are, you know, further along in the path like some of this stuff that we're talking about with asset protection and entity structure. Although it's something that you don't I didn't I wasn't like I don't wake up every day and be like man I can't wait to learn about asset

[40:01] YouTube https://youtu.be/-HJg4TYBgtI?t=2394 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
protection but it's you know I did not anticipate when I was 64 years old that I would own zero. I don't even own my cars. I don't own anything. Everything is in an LLC and my wife holds the LLC's. I actually am a very poor individual. You know, we built this, again, we referred to it several times, but we we love our campus and I'm proud of this property. We've done a good job

[40:25] YouTube https://youtu.be/-HJg4TYBgtI?t=2418 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
with it, but when we're sitting on the interstate, six sto two six-story buildings with big huge Ramsay Solutions signs on them. And I thought, cuz I'm a real estate guy, I thought, okay, traffic count, that's branding. you know, people going up the interstate, they see Ramsay and they stop in and watch the show here because it's on the

[40:43] YouTube https://youtu.be/-HJg4TYBgtI?t=2436 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
glass and it's all this customer interaction and and it was like we're, you know, the stuff we're teaching is working for us. So, it's proof text for the customer, right? And so, it's branding and it's all positive, positive, positive. I had no idea that when you did something like build this building and put it on the interstate that you basically should have put right under the sign the words sue me or bull

[41:05] YouTube https://youtu.be/-HJg4TYBgtI?t=2458 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
Yeah, nice bullseye. Right. bullseye. A little bullseye. Yeah. Because I think people, some people got from that that this is now a a a uh a target-rich environment. Uh and then we've had to spend we've had to spend some money convincing them otherwise. Um because I don't I don't do well with this kind of

[41:23] YouTube https://youtu.be/-HJg4TYBgtI?t=2476 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
stuff. I really don't negotiate. I'm going to pound you into dirt. And I've got some of them that are six and seven years now that I've been that have been sitting in court and I'm not going to quit. I'm going to destroy them because I cannot stand the thievery that that represents. It's I can't stand a thief.

[41:43] YouTube https://youtu.be/-HJg4TYBgtI?t=2496 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
I love this so much. Um I I could I could talk probably another hour on this, but I I'm going to pivot for the sake of the audience. Um can you walk me through the six stages of scaling that you uh that you talk about in the in your book? Well, we we came up with what we're looking for because the bestselling book we've ever done and and

[42:01] YouTube https://youtu.be/-HJg4TYBgtI?t=2514 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
the probably the most known thing in the entire Ramsey brand has been the baby steps. And that was the total money makeover book, 12 million copies now. And what we discovered from that teaching people the seven baby steps, this is what you do if you want to go from broke to wealthy is that when people have a clear path, it gives them

[42:19] YouTube https://youtu.be/-HJg4TYBgtI?t=2532 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
hope and they don't have paralysis of the analysis and they don't have uh I if you have a clear map to get to Florida, your anxiety goes down if you're on the way to Florida, you know, and uh if you need a clear path. And so, uh, I didn't have a clear path running a business. And so, I'm kind of making it up as I go. And I got a lot of bumps and scars and bruises and, uh, and I went slower

[42:42] YouTube https://youtu.be/-HJg4TYBgtI?t=2555 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
than I should have cuz I didn't know didn't know what the next step was. So, as we've coached ourselves now through 30 plus years and, uh, about 10,000 small businesses, we're observing that businesses go through five stages. It starts with a treadmill stage. When you're by yourself, you're a soloreneur. All revenue is based on you. All production is based on you. You don't even really own a business. You

[43:05] YouTube https://youtu.be/-HJg4TYBgtI?t=2578 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
just own your job. Because if you don't work, nothing happens. And so you come home from work and you flop down on the couch. I would when I was at that stage. And Sharon say, "What'd you do today?" I don't know. But I did a lot of it and I'm exhausted. And so you just run run run run run run. And it's if it's to be, it's up to

[43:24] YouTube https://youtu.be/-HJg4TYBgtI?t=2597 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
me. Is not a motto, but it is the motto. And so uh man, you get her done. Uh and and that is fun. It's invigorating. It's a fun time. You're still you still believe this business thing is going to be easy because you're naive at that stage. Uh but it's not sustainable. You don't meet 10year treadmill

[43:45] YouTube https://youtu.be/-HJg4TYBgtI?t=2618 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
operators because you run out of breath. It's too hard. If you just own your own job, they end up closing going to work for somebody or they end up growing the business. So, what do you do to grow? Well, each of these stages, we figured out there's some things you do to level up. Uh, on that one, it's pretty simple. Time management. You got to do what our

[44:05] YouTube https://youtu.be/-HJg4TYBgtI?t=2638 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
friend Burger at ETH says, and that is to work on the business, not just in the business. So, you've got to allocate blocks of time. You got to start blocking time and say, "All right, I got to work. I got to have I got to start thinking about something other than freaking Friday and pay, you know." And then the second thing is I got to learn

[44:22] YouTube https://youtu.be/-HJg4TYBgtI?t=2655 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
how to hire people and I got to bring on my first folks and uh and I can delegate to them so that someone is creating production and someone is creating revenue both that is not just me. So that if I'm hurt or I'm on vacation or uh one of my kids is sick and I need to tend to them, the whole thing doesn't

[44:41] YouTube https://youtu.be/-HJg4TYBgtI?t=2674 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
stop. Uh and and when you do that, you level up. Uh you know, get your first hire. You start a little bit of baby delegation here. Uh and you get some good time management. You go to the trailblazer stage. Trailblazer is just chaotic. It's crazy. I mean, you're trying to herd cats. You got 10, 15 people and they're running in 16

[45:00] YouTube https://youtu.be/-HJg4TYBgtI?t=2693 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
directions. Nobody knows what nobody's doing, but we're doing a whole lot of it. And uh it it's uh communication is is really fun and there's a lot of passion and a lot of zeal. It's a good stage. I love the trailblazer stage. Uh but again, it's it's uh eventually it's so frenetic that eventually you you start to go, I really want to get a little bit more sophisticated than this

[45:23] YouTube https://youtu.be/-HJg4TYBgtI?t=2716 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
cuz this is killing me. And and so how do you do that? Well, you start actually doing some planning, uh which is a whole new idea for the tactical person like me. Uh because when in doubt, I bust something in the nose, right? When in doubt, I'm going to run into the wall. Let's go do something. Not if I run into it enough times, it'll fall over. And I just start, you know, I got to stop

[45:41] YouTube https://youtu.be/-HJg4TYBgtI?t=2734 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
being so tactical. I got to start thinking about long term. I got to start really developing my first layer of leadership inside my team. That takes you up to the uh Pathfinder stage or that's Pathfinder up to Trailblazer stage. Trailblazer stage is the middle stage of the five. I skipped one. And uh

[46:01] YouTube https://youtu.be/-HJg4TYBgtI?t=2754 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
trailblazer stage is the middle stage of the fight. This is where you actually where I first started hearing about strategic thought. Um I'm so straight commission sales guy mentality tactical guy that when someone said we need strategic thought that sounded like corporate America. And I went no you just ought to go get your work done. And

[46:20] YouTube https://youtu.be/-HJg4TYBgtI?t=2773 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
so, uh, but then I started hiring some guys and gals that had MBAs, and they started, I think 100% of the NBA programs teach strategic thought as a primary thing. And so, they start teaching me the value of strategic thought. They're like, "Look, you don't have to run into the wall. If you turn right and then turn left, you go around

[46:38] YouTube https://youtu.be/-HJg4TYBgtI?t=2791 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
the wall. It's a lot less energy. You burn less calories." I'm like, "How'd you know that?" Well, I got above it. I had a 30,000 foot view. I wasn't just looking at the dayto-day, the moment to moment. Thank God it's Friday. Oh, God, it's Monday. And so we blow past that and we start actually doing strategic thought. So they my MBAs that I hired and other people taught me strategic

[46:57] YouTube https://youtu.be/-HJg4TYBgtI?t=2810 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
thought. I didn't know it. Uh and I always laugh and say I taught them how to work. So uh but uh you know so we did that and then you moved to Pathfinder is the fifth and that's where it's really sweet man. You're bailing money now. Everything you got your systems in place, the processes in place, planning is in place. What revenue level is

[47:15] YouTube https://youtu.be/-HJg4TYBgtI?t=2828 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
around? I'm sorry. Okay. What revenue levels would you say like treadmill is like 0 to a million? You know, we we tried to attribute it to that and we could do that with our journey, but we really couldn't. It changes from industry to industry. So, if I'm dealing with a guy that's uh got one heating and

[47:33] YouTube https://youtu.be/-HJg4TYBgtI?t=2846 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
air truck and he's fixing, he's doing HVAC, you know, when he gets the 20 trucks and 70 employees, is he there? No, he could still be he wouldn't be treadmill, but that doesn't necessarily mean he's Pathfinder versus Trailblazer, right? So, uh because he could still be doing some of the dumb stuff three layers below what it looks like he

[47:53] YouTube https://youtu.be/-HJg4TYBgtI?t=2866 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
should be doing. Um uh and that's that was me. That's what I did. Uh the last stage is what we spent a lot of our time on, which is where we are today, and that's the legacy stage where you talk a lot about succession. What's your endgame? How you going to hand off? Uh and you've got a bench depth. It's the

[48:09] YouTube https://youtu.be/-HJg4TYBgtI?t=2882 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
ultimate bench depth is how you're going to replace yourself and uh and move to the family office mentality as you said and those kinds of things. So we walk you through those five stages, show you a clear path and then there's six drivers that drive those. I won't cover them all right now. Uh but you know it's

[48:27] YouTube https://youtu.be/-HJg4TYBgtI?t=2900 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
uh uh you know it starts with personal growth. I am the problem and I'm the solution. I'm the thing holding the business back at every stage. And so I've got to get better at every stage, right? and uh uh purpose and people, the quality of your hires, the quality of your culture, the quality of the connectivity and the culture with the core values. All those things evolve as

[48:49] YouTube https://youtu.be/-HJg4TYBgtI?t=2922 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
you go through the stages and um profit planning and then you just cycle back through those six drivers. We think we've been through the six drivers at Ramsey probably uh somewhere 10 to 15 times while we went through the five stages. uh because they they change as you uh you know it's like you read a

[49:09] YouTube https://youtu.be/-HJg4TYBgtI?t=2942 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
great book and then four years later you read it again and you're a different person so you see different things and so you change as you go through but that clear path between the six drivers working to get through the five stages has set a bunch of our folks our clients our customers free so we decided to put it into a book and that's what building

[49:27] YouTube https://youtu.be/-HJg4TYBgtI?t=2960 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
a business your love is. Well, Dave, I think we're close to close to time. Um, but I wanted to uh personally say thank you for the impact that I think you've made on millions of lives. I'm sure you hear it every day, but um I just I want to say thank you because I think sometimes uh when you're when you're at the top, you don't you don't hear it as much. And so, um I think it's it's it's real good stuff. Uh

[49:54] YouTube https://youtu.be/-HJg4TYBgtI?t=2987 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
Well, thank you, brother. No, for real. Um, and uh, I think your heart is clear. I think people see what your intention behind it is. I mean, the man owns a $600 million campus in cash. He doesn't need your money. Um, it's nice, right? But, uh, but but he doesn't need it. And I think, um, I think it's really cool what you've done. I I would love to talk

[50:19] YouTube https://youtu.be/-HJg4TYBgtI?t=3012 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
for another hour on even like going from personal finance to, you know, the the entrepreneurship brand. Um, but I know I know our our our time is limited. So, anyways, I want to say thank you again for for for coming on the game and I'm sure um my audience will will definitely definitely have a couple moments of uh PTSD here some of the stories we went over um and maybe hopefully avoid future

[50:40] YouTube https://youtu.be/-HJg4TYBgtI?t=3033 || Watch These 51 Minutes if You Want to Grow Your Business in 2026 (Dave Ramsey Interview) (Alex Hormozi, 50min)
PTSD by uh by taking a right and then a left. Very cool. Well, thank you for having me. Let's do it again. Yeah. No. Awesome. Thank you. Hey, if you enjoyed this conversation, this is actually a second uh long form conversation I've had with Dave. I had one, I think, two years ago. It's one of the top videos on the channel um that people seem to love.


VIDEO
TITLE: Why Most Coaching Businesses Have to Keep Launching New Offers
URL: https://youtu.be/234n9KgEsjI
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/234n9KgEsjI?t=0 || Why Most Coaching Businesses Have to Keep Launching New Offers
Uh I sell coaching to Christians who want to be authors, speakers, and coaches. We're at 4 million. Sweet. We'd like to be at 12 million. Sweet. Uh what's stopping me is kind of two things. One is we've been making this pivot to offering a degree program getting it wanting to kind of category shift from the coaching space to the

[0:15] YouTube https://youtu.be/234n9KgEsjI?t=8 || Why Most Coaching Businesses Have to Keep Launching New Offers
higher education space. So you're going to get accredited. Uh we have a partner that's accredited. So we are able to offer accredited degree program and we've got a a pretty good setup with them moneywise. Um, so you know, we're we're having a problem making that category shift, selling a new product at

[0:32] YouTube https://youtu.be/234n9KgEsjI?t=25 || Why Most Coaching Businesses Have to Keep Launching New Offers
the same time of like our old product would have been like an $8,000 a year coaching program. LTV to CAC on that used to be 10x. Now it's closer to 2x. So we just, you know, our our whole funnel is not working like it used to. Okay. Problems. So what's that? That sounds like two issues. Yeah, exactly. So I I'm kind of in

[0:53] YouTube https://youtu.be/234n9KgEsjI?t=46 || Why Most Coaching Businesses Have to Keep Launching New Offers
between like do I double down on, you know, the coaching model and how we've sold coaching and just, you know, apply the internet marketing stuff at a, you know, greater velocity. Sure. Or do I go all in on this education model because I think it's a better upside. Do you own the other entity? So you said you have a partner. How does

[1:16] YouTube https://youtu.be/234n9KgEsjI?t=69 || Why Most Coaching Businesses Have to Keep Launching New Offers
that work? Yeah. Yeah. Yeah. So we have a a master services agreement with them. So we're providing a whole list of services, marketing, branding to sell their product basically. Uh yes. Yeah. So basically it's like a JV like you market and sell it, they deliver it and you get a split on the revenue.

[1:32] YouTube https://youtu.be/234n9KgEsjI?t=85 || Why Most Coaching Businesses Have to Keep Launching New Offers
Yes. Is it a new entity? No. They've been around for So it's just a No. So like your existing codes can stay the same. There isn't a third code that get created that like half you each own half of. Correct. The first one. So just two separate codes. Okay. Got it. So basically it's a Yeah. Master. So

[1:48] YouTube https://youtu.be/234n9KgEsjI?t=101 || Why Most Coaching Businesses Have to Keep Launching New Offers
basically it's like a master affiliate grant. Yeah. Yeah. It's just just a partnership agreement. Two two different entities. Well, have you done have you done any marketing and sales for that thing before? Yeah, we've we've sold it. We've been selling it all year. What's the LTV to CAC on that? What's the

[2:01] YouTube https://youtu.be/234n9KgEsjI?t=114 || Why Most Coaching Businesses Have to Keep Launching New Offers
What's LTV to CAC on that? Um CAC is around 3 to 4,000. Okay. And LTV is 10 to 12,000. Okay. And then what's your split on the 12? 80%. We Okay. So, you make the majority of it. Yeah. Okay. So you have your old model, your old product has a 2 to1 LTV CAC and your new one has a 3 to1 LTV to CAC. Yeah, we've been selling it really in

[2:24] YouTube https://youtu.be/234n9KgEsjI?t=137 || Why Most Coaching Businesses Have to Keep Launching New Offers
like the same exact way. We've just kind of repackaged like a coaching program to a degree program. So we're selling it the same way to the same people. I feel like just the problem is that we've gone from a 10 to1 LTV to CAC to now a like two to four LTV to CAC just because the the marketing funnel is not

[2:42] YouTube https://youtu.be/234n9KgEsjI?t=155 || Why Most Coaching Businesses Have to Keep Launching New Offers
working the same. Yeah. Well, there there's there's two components. So this is like a very classic problem. So I'm sure like more than just you is dealing with this in the room. And so um so basically it's like there's an order of magnitude problem on the back which is the cost to acquire customers gone up

[3:02] YouTube https://youtu.be/234n9KgEsjI?t=175 || Why Most Coaching Businesses Have to Keep Launching New Offers
and so the only apparent solution is to decrease cost per customer or sell something different right but most of the times it's like you just have to solve the big hairy problem that's in front of you which is like I need to fix this right like fundamentally like are there people who want the education that

[3:14] YouTube https://youtu.be/234n9KgEsjI?t=187 || Why Most Coaching Businesses Have to Keep Launching New Offers
you have? Yes. Yeah. Okay. And the market's probably bigger than $4 million a year. Yes. Right. And so it's like okay so we have we have a marketing problem on the front end which is probably a creative issue and whatever the word of mouth is about the product and so typically if your cost to acquire a customer raises faster

[3:31] YouTube https://youtu.be/234n9KgEsjI?t=204 || Why Most Coaching Businesses Have to Keep Launching New Offers
than CPMs do then it means that you are um basically you have you're you're trying to outpace negative or neutral word of mouth. And so that's that that's obviously a big compounding problem. Just like you can have viral word of mouth in a good way. No one seems to think that you can have viral word of mouth in a bad way

[3:47] YouTube https://youtu.be/234n9KgEsjI?t=220 || Why Most Coaching Businesses Have to Keep Launching New Offers
except the the ratio of bad word of mouth to good word of mouth is like 15 to one. And no one wants to talk about having bad word of mouth go viral. Um and it's much more sensitive. And so this by the way is the reason why many people in the coaching this isn't me decrying you but um this is why many

[4:01] YouTube https://youtu.be/234n9KgEsjI?t=234 || Why Most Coaching Businesses Have to Keep Launching New Offers
people in the coaching space basically have to keep launching new offers is because they're ne their first thing was never that good and so they have to keep coming up with new things over and over again. Um be like this time it's different. Um, and so, okay, so if I'm you, uh, basically you can you can you can spend

[4:19] YouTube https://youtu.be/234n9KgEsjI?t=252 || Why Most Coaching Businesses Have to Keep Launching New Offers
the amount that you're spending right now to get customers because $300 or $4,000 is actually fairly like benchmark in terms of CAC. If you had one that price before and you were acquiring customers at like $800 or $900, I would say that you had probably a moment where media was mispriced or whatever

[4:35] YouTube https://youtu.be/234n9KgEsjI?t=268 || Why Most Coaching Businesses Have to Keep Launching New Offers
arbitrage opportunity had some new method um, of acquiring customers. I'm guessing is that Yeah, that's that resonates, right? Yeah. like 2020 to 2022, yeah, we got $800 cash for sure. Now it's the same thing, but $4,000 cash, right? And so the market kept like basically the market caught up. The method that you had um isn't as novel as

[4:54] YouTube https://youtu.be/234n9KgEsjI?t=287 || Why Most Coaching Businesses Have to Keep Launching New Offers
it once was in terms of acquiring customers. And so the arms race of business is LTV, not CAC. And I think this is what most people mess up is like CAC across industries typically is fairly comparable. Like I look at so many different businesses in the same space and it's like like you saying 3 or 4,000, I'm like

[5:10] YouTube https://youtu.be/234n9KgEsjI?t=303 || Why Most Coaching Businesses Have to Keep Launching New Offers
that sounds about right. That's That's not really off. The issue is LTV is off. Yeah. Like LTV needs to be closer to like 20 or 30K. Yeah. And then all of this works just fine. So then the question is, okay, you sell this thing that's $12,000. How can we get 50% of those people to buy a $30,000 thing? And then that 15 rolls into the

[5:27] YouTube https://youtu.be/234n9KgEsjI?t=320 || Why Most Coaching Businesses Have to Keep Launching New Offers
12 and now you're at 27 and it all works. And so this is why I say like I tend to fix businesses back to front rather than front to back. It's very difficult to have a business rely exclusively on having arbitrarily low CAC relative to market. It's much easier to have a very sustainable business because by building a better mousetrap

[5:46] YouTube https://youtu.be/234n9KgEsjI?t=339 || Why Most Coaching Businesses Have to Keep Launching New Offers
so that you can always outspend your competition independent of how new the media platform that you're advertising on is. And then when something new happens up, you just print money. And then once it stabilizes because all the the small dogs who didn't have a backend and didn't have higher LTV, they get

[5:59] YouTube https://youtu.be/234n9KgEsjI?t=352 || Why Most Coaching Businesses Have to Keep Launching New Offers
priced out, which is kind of the issue that you're dealing with right now because people are still selling to your market, right? There are other businesses that sell to your market. Yeah. Yeah. A ton. Right. So it's like the fact that they can still breathe right now should bother you. And so it's like, okay,

[6:11] YouTube https://youtu.be/234n9KgEsjI?t=364 || Why Most Coaching Businesses Have to Keep Launching New Offers
well, how can they breathe than I can? So either they're better at advertising or they have bigger LTV. It's one of the two. It might be a combination. But I think if I were you, I would solve back to front. um in terms of how do I get now you probably have more control over your own product than the other person's

[6:24] YouTube https://youtu.be/234n9KgEsjI?t=377 || Why Most Coaching Businesses Have to Keep Launching New Offers
the JV thing they were talking about. Yeah, we've got we've got a lot of control. You have more control there. Yeah, we've got a ton of control. And so the second version you had was like you're getting two and a half to one or three one and your current one's doing two to one. So I would give up a 3

[6:36] YouTube https://youtu.be/234n9KgEsjI?t=389 || Why Most Coaching Businesses Have to Keep Launching New Offers
to one where I don't have the control to have two to one where I do because you can instantly double that, triple that just because you can add a back end. And so I would probably go back to front, build the back end, and then I would look at what the other people in the space right now are doing in terms of

[6:47] YouTube https://youtu.be/234n9KgEsjI?t=400 || Why Most Coaching Businesses Have to Keep Launching New Offers
what methods they're using because that stuff changes all the time. Yeah. Uh what methods they're using to get lower costs. Yeah. So prioritize getting doubling LTV rather than cutting CAC in half. Yeah. Okay. The LTV is the sustainable competitive advantage. CAC is ephemeral. Okay. Cool. Sense. Yeah. Thank you.

[7:05] YouTube https://youtu.be/234n9KgEsjI?t=418 || Why Most Coaching Businesses Have to Keep Launching New Offers
That help? Yeah. Love it. Cool. Yeah. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went

[7:21] YouTube https://youtu.be/234n9KgEsjI?t=434 || Why Most Coaching Businesses Have to Keep Launching New Offers
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

[7:34] YouTube https://youtu.be/234n9KgEsjI?t=447 || Why Most Coaching Businesses Have to Keep Launching New Offers
business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap,

[7:48] YouTube https://youtu.be/234n9KgEsjI?t=461 || Why Most Coaching Businesses Have to Keep Launching New Offers
plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas

[8:02] YouTube https://youtu.be/234n9KgEsjI?t=475 || Why Most Coaching Businesses Have to Keep Launching New Offers
and we'll do this in person live.


VIDEO
TITLE: How to Improve Email Open Rates
URL: https://youtu.be/2Pf_dRPAf8c
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/2Pf_dRPAf8c?t=0 || How to Improve Email Open Rates
Hi. Hello. So my question is regarding emails, email marketing. And the thing is that we currently have a quite good lead magnet. Okay. Which is free and which is good. But the problem is that as soon as they opt in and start to get emails from us, it's only like an about an open rate from 20 to 25% something. How can I push that

[0:26] YouTube https://youtu.be/2Pf_dRPAf8c?t=19 || How to Improve Email Open Rates
up? Um, so two things. One is how good the lead magnet is. So I know you said people want it, but the question is how good is it once they get it. Fundamentally, the value deliver always reinforces them consuming more value. And so like you grow an audience by delivering more to them than it costs them to consume it. And so they make a

[0:43] YouTube https://youtu.be/2Pf_dRPAf8c?t=36 || How to Improve Email Open Rates
good trade on their time compared to other trades on their time from other people they could be consuming information from. I mean fundamentally that's how I built my brand, right? And so if you think about the lead magnet as a microcosm of that, then that's that. The other obvious one is just that you

[0:55] YouTube https://youtu.be/2Pf_dRPAf8c?t=48 || How to Improve Email Open Rates
need to split test uh subject heads. Are you split testing subject heads on a regular basis for the email fluff? I'm not exactly sure because I'm not in charge for the email marketing. I'll bet you you're not. So yeah, I mean it's just it's so like a lot of this stuff just for for everyone. It's like

[1:14] YouTube https://youtu.be/2Pf_dRPAf8c?t=67 || How to Improve Email Open Rates
I I get asked sometimes a lot of questions that can be that can be solved with a test and not like a I can tell you the answer. And so when we want to figure out pricing, we test pricing. You guys saw a up yesterday from it, right? So like we test pricing. Um, and that's how we that's how we do things.

[1:30] YouTube https://youtu.be/2Pf_dRPAf8c?t=83 || How to Improve Email Open Rates
Like we just try it out and we see. And so we do the same thing. We just like see if this headline works better and then we see like we run tests constantly. And I would say that's probably one of the things that has worked really well for us. And what I would warn you against is like because you're on the like if there's a pendulum

[1:47] YouTube https://youtu.be/2Pf_dRPAf8c?t=100 || How to Improve Email Open Rates
of testing, right? There's like we test everything all the time and there's like we haven't tested things. What's a test? Um like there's kind of a sweet spot because whenever you do test there's a cost of testing which is guaranteed. You have a cost of change. Like you have mess ups that happen, right? Um and so

[2:04] YouTube https://youtu.be/2Pf_dRPAf8c?t=117 || How to Improve Email Open Rates
those are guaranteed but the upside of the test isn't guaranteed. And so you want to make sure that the tests that you're doing are worth it. And so for you the cost of the test for doing a split, you know, a split test on a subject head is probably not that much. If you want to test a change in your

[2:19] YouTube https://youtu.be/2Pf_dRPAf8c?t=132 || How to Improve Email Open Rates
offer, it costs more. You got to reach from the team. You got to retrain the fulfillment. There's more things that have to happen. So there's kind of like lowcost tests and high cost tests. And not all high-cost tests are going to have high output. And sometimes lowcost tests have massive output. And so you

[2:35] YouTube https://youtu.be/2Pf_dRPAf8c?t=148 || How to Improve Email Open Rates
want to kind of order these from like, okay, what is the lowest likelihood test that could have the most output? And you just literally order them. You're like, all right, well, let's grab one off of here. And we do them in that order. Does that make sense? Yeah. Yeah. So, we literally have a big list. It's

[2:47] YouTube https://youtu.be/2Pf_dRPAf8c?t=160 || How to Improve Email Open Rates
like Alex, where do I find that list? For my stuff, right? And so, we So, I So, this is to your add question that you had earlier, like I highly recommend doing this. It took me a long time to learn like for Leila and I to figure out this dynamic was that I had about one new idea for our business per day. And Leila's like, "We can do

[3:08] YouTube https://youtu.be/2Pf_dRPAf8c?t=181 || How to Improve Email Open Rates
like one a quarter." And so, I was like, "Well, what do I do with all these extras?" And so, I would just bottle them up and just go nuts, right? And so instead I did two things. One is that I started making content to get ideas out, get my creative juices out. So it's kind of an outlet. So you guys are like the

[3:23] YouTube https://youtu.be/2Pf_dRPAf8c?t=196 || How to Improve Email Open Rates
product of a creative outlet for me. And the other thing is having my big list of ideas and it's literally called Alex's big list of ideas. And I just have this massive because you're lose it. So you write it down and then next week you're like, you know, actually wasn't that good of an idea, but I was about to change the whole

[3:38] YouTube https://youtu.be/2Pf_dRPAf8c?t=211 || How to Improve Email Open Rates
company and now I I I think it's right. And so, um, by having that list, it kind of gives you a little bit of space between them because you're always emotionally invested in it when it's your idea and it's fresh. And so, giving it some time to to settle, it allows me to look at these and be like, "No, even

[3:56] YouTube https://youtu.be/2Pf_dRPAf8c?t=229 || How to Improve Email Open Rates
with like a month of sleep, this is a good idea. We should test this one and it's worth the worth the cost." And so, that's how I that's how I get some of that creative juice out and I make sure that the tests we have are the highest return. So in regards to email marketing, you just think of a nice

[4:10] YouTube https://youtu.be/2Pf_dRPAf8c?t=243 || How to Improve Email Open Rates
fancy title and then you just write it down and sleep some days about. So honestly like the first thing I would do is just Google like split test headlines for subjects. Okay. Yeah. And then you'd have probably you could probably find like 500 and be like, "Okay, which of these apply to my niche?" All right. Perfect. Thank you.

[4:28] YouTube https://youtu.be/2Pf_dRPAf8c?t=261 || How to Improve Email Open Rates
So


VIDEO
TITLE: Helping a $400K SaaS Business Fix Churn
URL: https://youtu.be/2S6Qcpad2Fo
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/2S6Qcpad2Fo?t=0 || Helping a $400K SaaS Business Fix Churn
I sell listing software to Amazon sellers to help them create shipments faster. We do 400,000 in revenue a year. My goal is 10 million in revenue. And what's stopping me is lead generation. Okay. So, right now I it's me and my partner and my partner has about 200,000 subs on YouTube. I have about 16,000. We teach

[0:22] YouTube https://youtu.be/2S6Qcpad2Fo?t=15 || Helping a $400K SaaS Business Fix Churn
people how to like list books on Amazon and other products. So, we're really niche on like the book side, but there's this whole market of Amazon sellers that sell everything. And that's like our goal is to get to them eventually. But I guess my question is like we're not running paid ads right now. We have

[0:38] YouTube https://youtu.be/2S6Qcpad2Fo?t=31 || Helping a $400K SaaS Business Fix Churn
in the past for courses, but we're selling the software. We want to grow the software company. Currently, I'm giving away all my information for free and selling the implementation, which is a software. I'm doing free weekly coaching calls, free webinars, all that. Um, and I I do want to do paid traffic

[0:56] YouTube https://youtu.be/2S6Qcpad2Fo?t=49 || Helping a $400K SaaS Business Fix Churn
eventually, but I'm just wondering like what do you think my constraint is like from that information might be expectations um thinking that it should be happening faster than it does. Like a lot of software takes a very long time to get right and so typically for software you want it to grow organically on its own

[1:21] YouTube https://youtu.be/2S6Qcpad2Fo?t=74 || Helping a $400K SaaS Business Fix Churn
in a compounding manner meaning it grows by x% per month just off word of mouth. You want a resting growth rate essentially once you have a resting growth rate then you can add gas to it. And so like the reason I became a coowner of school was I saw the I saw the metrics like it just kept growing and so I was like man if I just tell

[1:38] YouTube https://youtu.be/2S6Qcpad2Fo?t=91 || Helping a $400K SaaS Business Fix Churn
people like that this exists I'm gonna be able to pull that future into the present. Does that make sense? Mhm. And so in terms of I think what you're doing of giving away the information selling implementation, I think the model's right. Typically the the pricing structure for software requires more

[1:57] YouTube https://youtu.be/2S6Qcpad2Fo?t=110 || Helping a $400K SaaS Business Fix Churn
volume, especially if it's I'm guessing this is more of a widget that you're that you're building, right? Is there some is it like a super expensive thing that they're buying? It's $50 a month, right? So it's a Yeah. So it's it's it's I mean it's cheap, right? So you need tons and tons and tons of traffic and if

[2:11] YouTube https://youtu.be/2S6Qcpad2Fo?t=124 || Helping a $400K SaaS Business Fix Churn
your churn Basically, if you cannot keep the customers that are coming in right now or at least have some sort of viral component that replaces it. And so what I mean by that is you basically have two ways that you can grow software. So you can just know that certain percentage of customers return but a greater

[2:30] YouTube https://youtu.be/2S6Qcpad2Fo?t=143 || Helping a $400K SaaS Business Fix Churn
percentage of people will come in via referral. If you have that, you can still have high churn but still have compounding growth because more people refer than churn. Does that make sense? Mhm. The alternative scenario is you just don't lose people and maybe you have some expansion revenue that's built in

[2:45] YouTube https://youtu.be/2S6Qcpad2Fo?t=158 || Helping a $400K SaaS Business Fix Churn
so that if you lose some the people you keep spend more money with you. So Salesforce for example this is typically more B2B SAS that's higher ticket. That is how it will be structured. They will lose some customers but the customers who stay the expansion revenue makes up for the revenue that they lost. So

[3:01] YouTube https://youtu.be/2S6Qcpad2Fo?t=174 || Helping a $400K SaaS Business Fix Churn
they'll lose logo churn but they'll have net MR or ARR uh growth. Does that make sense between the two the two models? you're probably here in this camp. And so to fix this thing, spending more money on marketing is completely irrelevant if they're all going to fall out the end the other side anyways. And

[3:18] YouTube https://youtu.be/2S6Qcpad2Fo?t=191 || Helping a $400K SaaS Business Fix Churn
so basically, you have to fix the bucket or it's never going to matter anyways. This kind of goes for everybody here. Like if until you fix the bucket, why bother? Like you can I mean, if you want to just make more revenue, of course, you can just go market more. Like you can do that. Yeah. Yeah, we to we took our turn from

[3:32] YouTube https://youtu.be/2S6Qcpad2Fo?t=205 || Helping a $400K SaaS Business Fix Churn
20% to 7%. Mhm. And um monthly month uh on Stripe when I zoom out to a year, it says 7% on there. Yeah. But you're still losing 60% of your customers every year. Okay. So, you have to you can have churn. You just have to have more referrals than churn. So, you have net growth that compounds without advertising.

[3:56] YouTube https://youtu.be/2S6Qcpad2Fo?t=229 || Helping a $400K SaaS Business Fix Churn
That's what has to happen. And when I say that, like right now you're still advertising via organic, but you have to keep you basically have to keep doing what you're doing until you can fix every single detail that gets people to leave. Okay? Or create some component of it that gets them to share it so that it will grow

[4:12] YouTube https://youtu.be/2S6Qcpad2Fo?t=245 || Helping a $400K SaaS Business Fix Churn
without you your kind of basic because the thing that's giving you leverage right now is that you're getting free impressions on YouTube. That's what's that's what's doing it. And so we have to get it so that it can grow without the free impressions on YouTube on its own. Then you dump the traffic. Okay?

[4:26] YouTube https://youtu.be/2S6Qcpad2Fo?t=259 || Helping a $400K SaaS Business Fix Churn
Make sense? Y if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and

[4:43] YouTube https://youtu.be/2S6Qcpad2Fo?t=276 || Helping a $400K SaaS Business Fix Churn
more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at. And the most important part for you, what to do for each of functions of the

[4:55] YouTube https://youtu.be/2S6Qcpad2Fo?t=288 || Helping a $400K SaaS Business Fix Churn
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,

[5:09] YouTube https://youtu.be/2S6Qcpad2Fo?t=302 || Helping a $400K SaaS Business Fix Churn
plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you

[5:23] YouTube https://youtu.be/2S6Qcpad2Fo?t=316 || Helping a $400K SaaS Business Fix Churn
out to Vegas and we'll do this in person live.


VIDEO
TITLE: “I’m Buying Courses but Not Getting Results. What Should I Do?”
URL: https://youtu.be/2f1xtzNQsXo
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/2f1xtzNQsXo?t=0 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
Hey, Alex. Left my job, jumping into uncertainty. Personal training is the goal, but right now I'm using my creative agency skills to live and paying for a fitness business course, but no ROI. That's okay. You might have to buy five more or go through all the ones online and then you'll get it. Just

[0:11] YouTube https://youtu.be/2f1xtzNQsXo?t=4 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
like fundamentally, you have to believe that there is a way to get customers for fitness for sure and you just do not have the skill to do it. And there will be somebody who does. And so, I'll give you guys this analogy. You've probably every single thing you've seen online that sells any kind of information, even ones that don't,

[0:29] YouTube https://youtu.be/2f1xtzNQsXo?t=22 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
will have testimonials, case studies, etc. Anything around education for sure. And so I want you to imagine a bridge that has lots of bricks on it. Okay? When you take your first course, you take you do your first learning experience, whatever you want to call it to get your first credit. Okay? Think about it like you

[0:48] YouTube https://youtu.be/2f1xtzNQsXo?t=41 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
got the first three bricks on the bridge. Was it a waste? No. It's just that you need more bricks. And so maybe the next one you get the next three bricks on the bridge. Was that a waste? No. And maybe the third one you get the last three bricks and then the dollars can start going across the bridge and

[1:05] YouTube https://youtu.be/2f1xtzNQsXo?t=58 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
then you can be over here, you know, nice and happy and celebrating. But the thing is is like we do not look at arithmetic, our first grade math teacher, and say, "Wow, you're such a scam because I couldn't do calculus after I finished arithmetic." No, of course not. But you have to do arithmetic in order to to get to

[1:24] YouTube https://youtu.be/2f1xtzNQsXo?t=77 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
calculus or to get to algebra. And so I I always have this very big issue when people are like um and to be clear there's for sure there's charlatans charlatans. There's people who you know give give bad stuff. And I don't think it's nefarious though. I think the vast majority of people try to help and try

[1:39] YouTube https://youtu.be/2f1xtzNQsXo?t=92 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
to do a good job. They are limited by their skill at teaching. And so more realistically someone might be able to teach you skills. Let's say there's 10 skills required. They might be able to teach you skill one, three, and seven. Well, and then people who happen to have had skills 2, 4, 5, 6, 8, 9, 10 will

[1:59] YouTube https://youtu.be/2f1xtzNQsXo?t=112 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
succeed. And then people will be like, "Holy cow, this thing was amazing. That guy changed my life." And then you'll see that testimonial and think, "Oh, therefore, I should buy this thing." The issue in the alternative education world is not the products, it's the promises. If that person just promised I'll be

[2:13] YouTube https://youtu.be/2f1xtzNQsXo?t=126 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
able to get you brick one, two, three, you'd probably be fine with it. And so I always try to reframe like of course I'm going to try and be the best student I possibly can. But I want to learn everything that person has to teach me and then I want to go learn what the next person has to teach me and the next

[2:27] YouTube https://youtu.be/2f1xtzNQsXo?t=140 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
person. I want to learn from everybody. I'm not going to be like, "Oh, I only want to learn from one person. I want to learn from them all because every single person has some stuff that I don't know. And if I learn it all, I might be able to do all of their stuff better than all of them." And so I think about it like

[2:39] YouTube https://youtu.be/2f1xtzNQsXo?t=152 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
that. I would encourage you to not get down or learn the wrong lesson from a mistake, which is, oh, I tried to learn this thing. I didn't learn this thing. Therefore, this thing doesn't work. That's that's the wrong lesson. It's just that you weren't skilled enough or that person wasn't skilled enough at

[2:53] YouTube https://youtu.be/2f1xtzNQsXo?t=166 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
teaching, and so what? We try again. You're not going to stop having dreams. You're not going to stop having goals. Um, you just got to keep going. So, um, with that being said, I love you all. Hope you guys had an amazing time doing the live. I certainly did. Um, keep slaying dragons, keep taking chances,

[3:11] YouTube https://youtu.be/2f1xtzNQsXo?t=184 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
just win. Love you guys. Rock and roll out. 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

[3:28] YouTube https://youtu.be/2f1xtzNQsXo?t=201 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
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,

[3:44] YouTube https://youtu.be/2f1xtzNQsXo?t=217 || “I’m Buying Courses but Not Getting Results. What Should I Do?”
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: The Real Math Behind a $27/Month Membership
URL: https://youtu.be/581kQNbACQw
PRIMARY_TOPIC: leads
TOPICS: leads, pricing, ads, retention-churn, leads

[0:00] YouTube https://youtu.be/581kQNbACQw?t=0 || The Real Math Behind a $27/Month Membership
I can tell you that I'm I teach crafters and mostly women 45 plus. You teach crafters for themselves. Crafters make stickers. Stickers. Okay. Love it. I love this. This is great. Okay. So, making stickers for themselves or for their family or to sell. Okay. So, my business has made it over seven figures last year. Good for you. All low

[0:23] YouTube https://youtu.be/581kQNbACQw?t=16 || The Real Math Behind a $27/Month Membership
tickets. Good for you. Thank you. Okay. So, you made a million plus. Okay. Yeah. Amazing. Between $7 and 270. Okay. And the main continuity I have is the is a membership. It's my main $27 a month or 270 per year membership. Okay. I really want to be at 3 million USD per year, but my constraint I think is

[0:48] YouTube https://youtu.be/581kQNbACQw?t=41 || The Real Math Behind a $27/Month Membership
30-day cash. So on the main membership funnel that I have for ads, I collect about $60 in the first 30 days per new member. Okay. But when I base the numbers on my past recent launches, it's probably costing me about $90 to acquire them with meta ads. So I just feel like I can't scale profitably. What's on?

[1:11] YouTube https://youtu.be/581kQNbACQw?t=64 || The Real Math Behind a $27/Month Membership
What's LTV? So turn is 93% and LTV bounces a little bit depending on launches, but it's around $300. Hold on. So $27 divided by 7%. Right. Okay. So 385 is So 385 is true LTV. Okay, that's fine. Um and you're So big picture, just so we're clear, you're spending 90 and you're making 385, right? Well, 385 is across the entire like my

[1:46] YouTube https://youtu.be/581kQNbACQw?t=99 || The Real Math Behind a $27/Month Membership
all of my members. So, I haven't worked out the LTV specifically for the ad funnel. Okay. Um, are you on school? This membership is not on school, but I do have a smaller membership that is on school. Okay. Because on school you could it does by cohort. So, you can actually see cohorts by month. So, you can see when

[2:06] YouTube https://youtu.be/581kQNbACQw?t=119 || The Real Math Behind a $27/Month Membership
you have your launch months and you could follow that cohort to see its turn. Yeah, I need to start tracking this. I can do it for myself. I just haven't. Yeah, it's a pay. I mean, we spend a zillion to to do that on school. Anyways, not a school ad. Um, okay. So, you're at you're at $60 is what you're

[2:21] YouTube https://youtu.be/581kQNbACQw?t=134 || The Real Math Behind a $27/Month Membership
collecting in cash. It's costing you 90. You're not sure on LTV, but you feel comfortable saying $300. Yeah, that's unfair. Okay, got it. Um, and the problem is that it takes you two months to break even rather than one. the way that I've worked it out and I I may not have all of my numbers here, but

[2:43] YouTube https://youtu.be/581kQNbACQw?t=156 || The Real Math Behind a $27/Month Membership
that it takes longer than two months. Okay. So, yeah. Yeah, I trust you. I trust you. It feels like because I'm I'm all good with with, you know, paying in advance and taking a hit on ads to get like to recoup for cash, but it feels to me from what I've worked out that it's probably more like six months.

[2:57] YouTube https://youtu.be/581kQNbACQw?t=170 || The Real Math Behind a $27/Month Membership
Okay, got it. So, when you're making the offer and and when you're running the ads funnel, is it running to a webinar or running to a five-day event? What is it running to? Yeah, five day. Well, three, four, five day events. Let's hit the middle of one right now. No, you're good. So, it's paid. It's a

[3:10] YouTube https://youtu.be/581kQNbACQw?t=183 || The Real Math Behind a $27/Month Membership
paid event. Yeah. Okay. What's the uh what's the offer that you sell at the event price point? The paid event is $10 and then the offer is the 27 a month or 270 a year. And then I've kind of switched in and out different kinds of upsells to try and increase the car value. Okay. And so, what percentage are taking

[3:33] YouTube https://youtu.be/581kQNbACQw?t=206 || The Real Math Behind a $27/Month Membership
the prepayment versus the 27? about 10% take annual. Yeah, it's because you're I mean if you somebody if somebody has the offer between the two and you're giving them 16% off, it's not a What bonuses do you add to the 270 or is it literally the same offer with a discount? So, previously, yeah, I've done joining

[3:50] YouTube https://youtu.be/581kQNbACQw?t=223 || The Real Math Behind a $27/Month Membership
bonuses every day of the event, but I I haven't restricted it to annual members only and I feel that I'm missing a trick there and I'm consider because I'm in the middle of a launch right now. I could implement an annual members bonus right now even for existing members to upgrade. So otherwise, apart from the

[4:06] YouTube https://youtu.be/581kQNbACQw?t=239 || The Real Math Behind a $27/Month Membership
two months free, they get nothing else extra. I honestly think you you could you can very easily solve this with two steps. All right, so here they are. Number one is that when you're doing a fiveday selling event, you need to sell the expensive thing. Yeah. So your fear is I'm going to I want to sell this recurring thing because I

[4:25] YouTube https://youtu.be/581kQNbACQw?t=258 || The Real Math Behind a $27/Month Membership
don't want to lose anybody. But the reality is that if you have five days with people, you could to a consumer audience is what you're selling to. 300 to 600 is the impulse purchase window for a consumer. 300 is the low end. 600 is the high end. That's your range. You could probably go up a little bit and you'd still probably

[4:42] YouTube https://youtu.be/581kQNbACQw?t=275 || The Real Math Behind a $27/Month Membership
you'll make more money at five or 600. I'm just telling you right now. Um if you wanted to go crazy. I'm just telling you you would. But you need to sell the annual upfront. All right. That's number one. And what I want you to do is come up with one to two big bonuses that are going to be annual exclusive. Okay.

[4:58] YouTube https://youtu.be/581kQNbACQw?t=291 || The Real Math Behind a $27/Month Membership
Yeah. Now, after the event is over, what you're going to do is you're going to do a scoop up campaign. So, it's five days and you're going to retarget everybody who saw the ads directly to your $27 purchase page. That's 27 per month. And you're just going to remove the bonuses. Yeah, that's it. That'll fix your cash.

[5:23] YouTube https://youtu.be/581kQNbACQw?t=316 || The Real Math Behind a $27/Month Membership
I like that plan. You want to You can do it. Yeah. I like that plan. It's something that I haven't focused on enough before. Um I have tried increasing the price a few times to a bit higher, not even in the 300 to 600 range. Yeah. Um but I feel because I haven't offered a big enough bonus package that's

[5:40] YouTube https://youtu.be/581kQNbACQw?t=333 || The Real Math Behind a $27/Month Membership
definitely it hasn't helped. So I can absolutely do this. I love this for you. Now let me give you a little a little something else. There's probably some sort of what I'll call physical product premium that you can add to this. So are there any is there like a kit? You can't do it for this one, but for next one. Is there any

[5:57] YouTube https://youtu.be/581kQNbACQw?t=350 || The Real Math Behind a $27/Month Membership
kind of like physical thing that you can give them like the the paper, the printer, the you know that kind of stuff. There are so many things physically that I could put together. There are so many things. I have no clue about doing this. Maybe Vantage is a good place for me to ask because it's something that I know

[6:17] YouTube https://youtu.be/581kQNbACQw?t=370 || The Real Math Behind a $27/Month Membership
has worked well otherwise in the creative space for friends. So, I'm sure that's something I could do. I just wouldn't know where to go. Yeah. So, I would say this. If if I were you, what I would end up doing is I would sell them the printer with the paper. You can't do it by this time because you're like two days away from

[6:30] YouTube https://youtu.be/581kQNbACQw?t=383 || The Real Math Behind a $27/Month Membership
pitching. So, do what I said first. You know, add the annual with the bonus. But you will dramatically increase your conversions if you add a physical product that makes the makes this pitch tangible. Because the thing is is people need people. Have you heard like people need a reason but have an excuse? All

[6:44] YouTube https://youtu.be/581kQNbACQw?t=397 || The Real Math Behind a $27/Month Membership
right. The idea is that like these ladies, I'm assuming they're ladies 45 plus want to they want to buy it, right? They have a reason, but they need an excuse. The excuse that legitimizes the purchase they can go to their husband um or their spouse, whatever, is they say, "Hey, but I got this thing which I'm

[7:02] YouTube https://youtu.be/581kQNbACQw?t=415 || The Real Math Behind a $27/Month Membership
going to use to generate money or like they get something, not just like a login." So the a consumer's willingness to purchase goes up dramatically if it's physical. And so I think you'd actually be able to push a $1,000 price point if you included the physical thing. Yeah. My head is swirling now with so many

[7:20] YouTube https://youtu.be/581kQNbACQw?t=433 || The Real Math Behind a $27/Month Membership
different physical things. Yeah, put together even if it's only a one thing to test first. Like, yeah, I've never even considered doing that. So, step one, step two, because I don't want to overwhelm. Step one, add the annual. Make that the only offer available. I want to be clear, the only offer available is the annual with the

[7:36] YouTube https://youtu.be/581kQNbACQw?t=449 || The Real Math Behind a $27/Month Membership
bonuses. You cart close. After the cart closes, then you do a mop-up campaign. That's the $27 a month thing, but it doesn't have these two key bonuses. Okay? So, annual only at the next launch. Yes. And then after the launch completes, then I offer me monthly as well, but with none of the bonuses. So basically, you do two car closes. Car

[7:56] YouTube https://youtu.be/581kQNbACQw?t=469 || The Real Math Behind a $27/Month Membership
close one and then you do car close two. Yeah. Yeah. Okay. Yeah. And you can like let's say there's three bonuses, you remove two, you keep one at the 27. So that allows you to car close the second one. And then you have your normal everyday activities that don't include those three bonuses. Yeah. Cool.

[8:12] YouTube https://youtu.be/581kQNbACQw?t=485 || The Real Math Behind a $27/Month Membership
Okay. And if people ask for monthly, because they would, do I do I just say no? Well, I would just say like um I I would say like we have options for monthly, but you're not going to get these bonuses that I just spent all this time talking about, and they're going to be like, I like that. That's fun. Yeah, I really

[8:26] YouTube https://youtu.be/581kQNbACQw?t=499 || The Real Math Behind a $27/Month Membership
want to be open and honest. Yeah. No, of course. No, do not lie. But you can make it less convenient to purchase the thing you don't want them to purchase. If you're a business owner and you're not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million

[8:41] YouTube https://youtu.be/581kQNbACQw?t=514 || The Real Math Behind a $27/Month Membership
scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if

[8:55] YouTube https://youtu.be/581kQNbACQw?t=528 || The Real Math Behind a $27/Month Membership
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 matter what you're struggling with,

[9:07] YouTube https://youtu.be/581kQNbACQw?t=540 || The Real Math Behind a $27/Month Membership
someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you

[9:21] YouTube https://youtu.be/581kQNbACQw?t=554 || The Real Math Behind a $27/Month Membership
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: Helping a Tax Firm Get More Leads
URL: https://youtu.be/6NSu1htqWa8
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/6NSu1htqWa8?t=0 || Helping a Tax Firm Get More Leads
Hey uh so we're currently uh selling cost seg studies cost seg stud studies like all right like how much does it cost these days? What's the going what's the going rate? It fluctuates. I thought it was half. Anyways, keep going. Uh so cost sex studies you're aware of them. So we currently get about 200

[0:20] YouTube https://youtu.be/6NSu1htqWa8?t=13 || Helping a Tax Firm Get More Leads
leads a month. That's awesome. All from Google ads. Great. Okay. That's people going typing it in very bottom of funnel. Uh we'd like to get to 500 leads a month. Sure. We can't scale Google ads anymore. The search intent is not there. We've tried meta and can't acquire uh at a reasonable rate. Uh what would you do to

[0:38] YouTube https://youtu.be/6NSu1htqWa8?t=31 || Helping a Tax Firm Get More Leads
get to 500? Well, I wouldn't be like meta doesn't work. It's just whatever adfunnel or offer that you're offering is not it's either not reaching the right people or the thing that you're showing them isn't what they want. And so it's one of those two buckets in ter like all marketing works. It's just

[0:53] YouTube https://youtu.be/6NSu1htqWa8?t=46 || Helping a Tax Firm Get More Leads
like what how much friction do we need to to have in front of the right audience? Um, are there So, if I were you though, the lowest the highest likelihood bet that I would make is the good news is there's so many real estate influencers and a lot of them don't have cost egg firms like they sell bisop, they sell,

[1:11] YouTube https://youtu.be/6NSu1htqWa8?t=64 || Helping a Tax Firm Get More Leads
you know, they sell all sorts of stuff. I would then go and just try and do partnership deals with all of them because all of those guys are teaching people how to buy properties and buy multif family and they themselves have portfolios and that's probably where I would go and try and find all my deal

[1:25] YouTube https://youtu.be/6NSu1htqWa8?t=78 || Helping a Tax Firm Get More Leads
flow and then just give them a kickback on all the cost seg so I've done a little reach out to influencers didn't have a whole lot of success what how many did you do um at least a hundred you know not not 100\. Not not 10,000. So Yeah. Yeah. 100 one time. Sure. Yeah. Well, yeah. Yeah. Yeah. Well, you know, like

[1:49] YouTube https://youtu.be/6NSu1htqWa8?t=102 || Helping a Tax Firm Get More Leads
outbound doesn't work. Like rule of 100 is 100 a day. Sure. You know, um and then the same thing with meta is like how much did you spend on meta? Well, we did for six months and probably spent 50 grand and got got uh you know cost to acquire customer was just over five grand on Meta and a,000 on Google.

[2:04] YouTube https://youtu.be/6NSu1htqWa8?t=117 || Helping a Tax Firm Get More Leads
Did you get uh what's LTV? Uh LTV is about uh 5,500. Okay. too high. So, um thing is you you're probably like six inches from gold on the meta thing. Um did you did you uh did you have an agency or are you running it? We're running it and uh my partner in the business runs uh quarter million a month in another business that does well

[2:25] YouTube https://youtu.be/6NSu1htqWa8?t=138 || Helping a Tax Firm Get More Leads
in meta. So, we know what we're doing, but the big issue that well I won't say we know what we're doing, but the the big issue that we ran into is a lot of the people who were coming to us were very interested in it, but you have to own the property to buy the cost sex study, right? And so so many of them are

[2:39] YouTube https://youtu.be/6NSu1htqWa8?t=152 || Helping a Tax Firm Get More Leads
thinking that they're going to buy the cost study, but they never end up executing and purchasing on that property. And so we found ourselves educating a lot of people who weren't ready, willing, and enable. And you guys make a lot of content right now. Uh we just started putting out content. So we're about nine months old. Yeah.

[2:52] YouTube https://youtu.be/6NSu1htqWa8?t=165 || Helping a Tax Firm Get More Leads
Okay. Oh, okay. Uh well, content is going to be the long-term thing for sure. So just keep continuing to invest in that. Like I've got I would say I don't want to say a friend, but like an acquaintance um that has a cost seg. Uh yeah. Right. And so he just does all of it off of his organic and obviously

[3:05] YouTube https://youtu.be/6NSu1htqWa8?t=178 || Helping a Tax Firm Get More Leads
that's worthwhile for him. Um, so that's one play. Uh, the affiliate thing, like all of these, all of these work, you know what I mean? And so I would say pick one and go all in on it. Like there's no way, like if you got to 5,000, I'm like, "Dude, you're this close." Like is there a way that we can, you

[3:20] YouTube https://youtu.be/6NSu1htqWa8?t=193 || Helping a Tax Firm Get More Leads
know, increase CTR from like 1 to 2%. It's like boom, now we're at 2500. Is there anything I can do in the funnel to get a 30% lift in total in total conversion? Yeah, probably. Now we're down to 2K or 1500. I know that we're going to have LTV because they're going to come back two or three. Like once

[3:33] YouTube https://youtu.be/6NSu1htqWa8?t=206 || Helping a Tax Firm Get More Leads
someone does a cost with you, they're going to just keep doing that, right? Exactly. And so if it's like if I can break even worst case on first transaction, but I still get them to come back every year they buy another property, it's still a compounding asset and you're nine months old, right? And so like you haven't even had a full

[3:49] YouTube https://youtu.be/6NSu1htqWa8?t=222 || Helping a Tax Firm Get More Leads
cycle. And so for me, if I break even, that's the worst case what you already have. Um, but I'll bet there's some things that we that like you could do to uh to increase the overall CRO. So when you talk about getting to a million a month on one channel, would you can Google and just stop doing it and go all in on meta

[4:04] YouTube https://youtu.be/6NSu1htqWa8?t=237 || Helping a Tax Firm Get More Leads
or No, no, keep doing the I mean and PBC is so easy to once it's working, you just kind of like let it go. No, I mean um you've maxed that. I'll put that in quotes because have you I don't know. Uh 200 leads a month. There's nothing else on Google. Uh like there's probably more opportunity in PBC in terms of other

[4:22] YouTube https://youtu.be/6NSu1htqWa8?t=255 || Helping a Tax Firm Get More Leads
keyword terms that you just haven't found yet that would convert. So I would continue to double down on Google. Um, but the fact that you were running them and you were making sales, I'm like, dude, I'm like this what this far away. So, given that you did make sales from it and you were doing it for six months,

[4:38] YouTube https://youtu.be/6NSu1htqWa8?t=271 || Helping a Tax Firm Get More Leads
I would be like, can we do it another six months? Because I mean, it took me a year to get my outbound to be where I wanted it to be. Maybe you're just six months away of getting meta where it needs to be, too. And you'd rather pour six more months into meta than start an outbound. Yeah, it's a totally different game if I

[4:51] YouTube https://youtu.be/6NSu1htqWa8?t=284 || Helping a Tax Firm Get More Leads
were like because you have especially I now have more information because you said your partner does, you know, media buying and whatnot. So, it's like you have that expertise. Um, I would keep doubling down on one PBC primary and then secondary. I would continue to make the the adjustments on on on meta.

[5:06] YouTube https://youtu.be/6NSu1htqWa8?t=299 || Helping a Tax Firm Get More Leads
Thanks. Yeah, you bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $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

[5:21] YouTube https://youtu.be/6NSu1htqWa8?t=314 || Helping a Tax Firm Get More Leads
through and more importantly, where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the

[5:34] YouTube https://youtu.be/6NSu1htqWa8?t=327 || Helping a Tax Firm Get More Leads
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,

[5:48] YouTube https://youtu.be/6NSu1htqWa8?t=341 || Helping a Tax Firm Get More Leads
plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you

[6:02] YouTube https://youtu.be/6NSu1htqWa8?t=355 || Helping a Tax Firm Get More Leads
out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Fix a Broken Sales Funnel
URL: https://youtu.be/8g1FXXMqApc
PRIMARY_TOPIC: leads
TOPICS: leads, leads, closing, offers

[0:00] YouTube https://youtu.be/8g1FXXMqApc?t=0 || How to Fix a Broken Sales Funnel
Hi. Hi, Alex. My name is Dr. Ann Trong. And so I'm a medical doctor. We specialize in sexual health. Um, and currently we're at 3.8. Would like to get to 10 mil, uh, or more a year. Um, and so, uh, what is stopping us is that we I use your AI. Okay. And it it says that we don't have a traffic problem because all

[0:30] YouTube https://youtu.be/8g1FXXMqApc?t=23 || How to Fix a Broken Sales Funnel
my traffic come from YouTube. It's really more of acquisition problem. Okay. And so uh after talking to you a few months ago, we started putting in uh in our application. So we have a funnel that is an application with questions that qualify and disqualify and then uh through uh a calendar with then schedule

[0:53] YouTube https://youtu.be/8g1FXXMqApc?t=46 || How to Fix a Broken Sales Funnel
with our sales team. Okay. So what happened was that we ended up getting a lot of uh disqualified uh disqualified uh uh applicant which we then downell supplements uh for and our online coaching program. Okay. But that doesn't make as much money as our inoff treatment which is from 15,000 to 20,000 as well which we really want

[1:19] YouTube https://youtu.be/8g1FXXMqApc?t=72 || How to Fix a Broken Sales Funnel
to uh focus on. Right. Uh so what the question is you know and it's like are we doing something wrong in that application process? How can we get more qualified high ticket um applicant uh to the to the sales uh call. Okay. Two things. So we what what we had trouble in the past was that we had too many in the

[1:44] YouTube https://youtu.be/8g1FXXMqApc?t=97 || How to Fix a Broken Sales Funnel
sales call that weren't qualified. Now we don't have enough. And you know what how do you saying you don't have enough? But so you added friction and you got and and you have disqualified people who are booking. Did the percentage of qualified people go up when you added friction or down? Oh, no. Go down.

[2:03] YouTube https://youtu.be/8g1FXXMqApc?t=116 || How to Fix a Broken Sales Funnel
The percentage went down. So you got more unqualified people by adding friction to your process. Yes, that makes no sense. Yeah, we well we we just put in filters as like you know this is not insurance covered you know this is yeah uh um the price and they click no what you know that uh they don't want to move forward

[2:29] YouTube https://youtu.be/8g1FXXMqApc?t=142 || How to Fix a Broken Sales Funnel
so that would disqualify it that was the only true disqualifiers we had it so but those people got disqualified so you didn't have to talk to them well they get disqualified they don't get to the they don't get they don't see the calendar to schedule our sales team. That's good, right? That means the

[2:46] YouTube https://youtu.be/8g1FXXMqApc?t=159 || How to Fix a Broken Sales Funnel
percentage of qualified on the calendar went up, right? Um well, you know, compared No, not necessarily. Um how hold on, hold on. What are we talking about? No, no, listen to me. Listen to me. Listen to me. How is that possible? If you say there's 100 people, half of them are disqualified. They hit the disqualified

[3:07] YouTube https://youtu.be/8g1FXXMqApc?t=180 || How to Fix a Broken Sales Funnel
button, then half of them that come through are not disqualified anymore. That means the percentage goes up. I want to make sure we're talking about reality here. Are like are we on the same page? Percentage went up. Not absolute percentage. Yes. I want to help. You're just making my job hard. So percentage went up.

[3:21] YouTube https://youtu.be/8g1FXXMqApc?t=194 || How to Fix a Broken Sales Funnel
Correct. Yes. Okay. Percentage went up. So are we saying that the absolute amount went down? Yes. Great. Now, of the people that did show up to the call, were they more qualified than before? Um, well, you know, our close rate were better. Okay. Okay. So the quality went up. Yes. Okay. So the reason I'm orienting you is

[3:46] YouTube https://youtu.be/8g1FXXMqApc?t=219 || How to Fix a Broken Sales Funnel
so that we can actually solve the input output problem. So you had too much flow. We added friction. That increased the quality of the throughput. But then it decreased the amount which means mission accomplished. The next thing we have to do is drive more in the front end so that we can have a higher

[4:01] YouTube https://youtu.be/8g1FXXMqApc?t=234 || How to Fix a Broken Sales Funnel
absolute amount of throughput. That's all quality. Right. Yes. That makes sense. Two options. You can do them both. Option number one is that the type of content that you're making needs to cater better cater to the avatar that you're looking for. How do I know that? How do I find that out? Well, one, the easiest thing you

[4:25] YouTube https://youtu.be/8g1FXXMqApc?t=258 || How to Fix a Broken Sales Funnel
can do right now is email all of your existing customers and give them some sort of prize, some sort of giveaway, something to get them to respond and say, "Hey, what piece of content you come in on or what type of content if that's easier?" Um, and you can have probably four or five buckets of content

[4:40] YouTube https://youtu.be/8g1FXXMqApc?t=273 || How to Fix a Broken Sales Funnel
you currently make. And they will tell you which one it was. On the sales call, you can also add a question, what type or what video got you uh here? because that'll start orienting what type of thing. Now, you're also in person. So, like when I ask people who show up uh at a workshop here in person, I say, "Hey, what type

[4:58] YouTube https://youtu.be/8g1FXXMqApc?t=291 || How to Fix a Broken Sales Funnel
of content do you like?" If I say, "Hey, do you like a brutally honest video that's about mindset things like that?" There's a certain percentage that are there. But if I say, "Hey, do you like the cash guys video where I do a breakdown of the businesses?" The entire room's hands raise. And that's a room

[5:09] YouTube https://youtu.be/8g1FXXMqApc?t=302 || How to Fix a Broken Sales Funnel
where the average person is doing $4 million a year. Those videos do less views than me talking about general mindset stuff because it's just a smaller audience. Gotcha. I I know what they're talking about. Yeah. So, number one, email the list. Yes. To figure out what type of content translates to quality, not quantity.

[5:32] YouTube https://youtu.be/8g1FXXMqApc?t=325 || How to Fix a Broken Sales Funnel
Quality. Okay. Okay. That's thing one. And then thing two, and you're YouTube, mostly used. YouTube, correct? Yes. Okay. Got it. You're How big is the following you have on YouTube? um 150,000. Okay. It's probably big enough. Have you run meta ads before? Uh we did. Uh we ran my ads and the applicants weren't qualified, so we kind

[6:01] YouTube https://youtu.be/8g1FXXMqApc?t=354 || How to Fix a Broken Sales Funnel
of stopped doing that. We're we're trying to do uh YouTube retargeting uh ads to the people that watch my video and then we got shut down by Google in three days because it was se because it was sexreated, right? Yeah. Yeah. So, I think that if you audit your page to make sure that it's compliant um

[6:20] YouTube https://youtu.be/8g1FXXMqApc?t=373 || How to Fix a Broken Sales Funnel
and try and relaunch it, that's probably a good idea. The retargeting is going to be kind of the lowhanging fruit because these are people who already clicked over there and so that's just going to nudge them along the funnel. But the real unlock for you is going to be paid ads on either Meta or YouTube or both. I

[6:34] YouTube https://youtu.be/8g1FXXMqApc?t=387 || How to Fix a Broken Sales Funnel
think that meta will be easier for you to crack even though you have a YouTube audience because those people also have Instagram and Facebook accounts. And I'm going to bet that when you ran the meta ads before, was that before you did this process of adding friction? Yes. Right. So it makes sense. So you ran you ran

[6:54] YouTube https://youtu.be/8g1FXXMqApc?t=407 || How to Fix a Broken Sales Funnel
basically open targeting to something that had no had no funnel for friction. We now have fixed the sales process. So we fixed that problem. Now we have to fix the traffic problem. So we're going to increase the quality of the traffic with the type of content you're making. And we're increase the quantity of

[7:09] YouTube https://youtu.be/8g1FXXMqApc?t=422 || How to Fix a Broken Sales Funnel
traffic by soliciting the audience more times and more places by running ads on meta and YouTube. and running them through our now better converting process by percentage. Okay. So you feel that meta is appropriate. Yeah. 100%. People who are there well I think it'll be easier meta is just I would say

[7:27] YouTube https://youtu.be/8g1FXXMqApc?t=440 || How to Fix a Broken Sales Funnel
is easier for people to crack when they're starting. Okay. Got it. Yeah. And then run them through the same funnel. Certainly try it. And let me tell you the type of content that you should use. So do you make shorts? Uhhuh. Okay. Find the shorts that are save worthy rather than shareworthy. All right. So, the type of things that are

[7:48] YouTube https://youtu.be/8g1FXXMqApc?t=461 || How to Fix a Broken Sales Funnel
like lists of of processes and steps, stuff where you really teach stuff that did medium well, those are typically going to be the ones that have the highest purchase intent. Do you have an Instagram? Uh, yes, we do. Do you make do you post your reels there? Uh, it's really repurpos content to Instagram.

[8:08] YouTube https://youtu.be/8g1FXXMqApc?t=481 || How to Fix a Broken Sales Funnel
That's fine. When you look, I want you to look at the last year. Look at the one that has the the highest saves to likes percentage. So, the most saves, and run the top 10% of those as ads on Meta and then direct them down the funnel that we just fixed. And if you want, do people fly in for your services or no?

[8:31] YouTube https://youtu.be/8g1FXXMqApc?t=504 || How to Fix a Broken Sales Funnel
I'm sorry. What's the problem? Do they fly into your services? Uhhuh. Okay, then fine. You can run it national. Yeah, they they come from all over. Great. Then yeah, you can run it as a national play. Yep. Run as a national play. Okay, great. Yeah, we fixed one problem, which now we have the next one. Yeah, perfect. You got

[8:54] YouTube https://youtu.be/8g1FXXMqApc?t=527 || How to Fix a Broken Sales Funnel
this. Thank you so much. You bet. All right, we'll talk soon. Good luck. I'll see you on the inside of the group. All right, see you. 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

[9:12] YouTube https://youtu.be/8g1FXXMqApc?t=545 || How to Fix a Broken Sales Funnel
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

[9:26] YouTube https://youtu.be/8g1FXXMqApc?t=559 || How to Fix a Broken Sales Funnel
information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with

[9:39] YouTube https://youtu.be/8g1FXXMqApc?t=572 || How to Fix a Broken Sales Funnel
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 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

[9:53] YouTube https://youtu.be/8g1FXXMqApc?t=586 || How to Fix a Broken Sales Funnel
call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Build a Lead Magnet That Converts
URL: https://youtu.be/8wnFKhmVWEA
PRIMARY_TOPIC: leads
TOPICS: leads

[0:04] YouTube https://youtu.be/8wnFKhmVWEA?t=0 || How to Build a Lead Magnet That Converts
tech companies. Cool. Um, we do we just did 2.1 million last year. Um, congrats. Like to get to five sooner than later. Um, right now we're sending out 100,000 emails per month. Nice. Yeah, sort of. Um, what I've been told today is that we need to do better. Um yeah, basically the suggestion is that we need

[0:28] YouTube https://youtu.be/8wnFKhmVWEA?t=21 || How to Build a Lead Magnet That Converts
a better lead magnet because we don't have one. So um well we just paid for ourselves very quickly. Yeah. Yeah. Yeah. Um I guess based on what we do, do you have any ideas for league magnets? And then also do you have any suggestions for how often we should be following up in these email sequences? Well, how much are you following up now?

[0:49] YouTube https://youtu.be/8wnFKhmVWEA?t=42 || How to Build a Lead Magnet That Converts
Um I don't know exactly but I want to say three to four times before the lead is considered like dead. Yeah. Um typically the like first for cold email it's like a a three a three email kind of sequence and then after that it would be a significant delay. So it'd be like six months um before you reach out again and

[1:08] YouTube https://youtu.be/8wnFKhmVWEA?t=61 || How to Build a Lead Magnet That Converts
kind of like hit him back up and hit the the three the three email kind of like sevenday sequence. Um so that that part I'm less concerned about. I do think that the lead magnet probably is the big the big uh thousand question. So, let's let's work from this perspective. What does somebody who wants PR want right now?

[1:30] YouTube https://youtu.be/8wnFKhmVWEA?t=83 || How to Build a Lead Magnet That Converts
Typically with our target, they're looking for more brand awareness. So, a lot of times these CEOs don't have time to do content kind of like what you're able to do for whatever their reasoning is. So, a lot of times what we do is kind of a good way to offset that. um or they need some sort of brand

[1:44] YouTube https://youtu.be/8wnFKhmVWEA?t=97 || How to Build a Lead Magnet That Converts
credibility, whether it be for investor relations or whatever it is. Mhm. Um in the past, we've done things like um we'll write like a free press release for you, but now with the DNA of AI, it's just not it's just not relevant really. Um I don't know if we're looking too closely at it, but I can't seem to

[2:04] YouTube https://youtu.be/8wnFKhmVWEA?t=117 || How to Build a Lead Magnet That Converts
figure out a good lead magnet that would be interesting to a CMO. Yeah. So, one is that you can start a podcast. That was one of my ideas, too. But I feel I'm scared it's going to take too long. No. Okay. So, so you mean to start a podcast it'll take too long? Well, for it to start like converting more.

[2:24] YouTube https://youtu.be/8wnFKhmVWEA?t=137 || How to Build a Lead Magnet That Converts
No, no, no. Oh, no. No. What's your lead magnet? We don't have one. So, that would Why don't you come on my podcast? Yeah. Start a podcast. Use the podcast as a lead magnet. Now, you have an hourlong conversation with CEO. Right. By the way, do you know what we do? We also do this. Yeah. Yeah. So, that would be one that I would

[2:44] YouTube https://youtu.be/8wnFKhmVWEA?t=157 || How to Build a Lead Magnet That Converts
consider right off the bat. Okay. Um the second one is I think instead of doing press releases, uh I would just see if you can dress that up a little bit. Um or you could alternatively have a true grand slam offer and say we will get you five pieces uh in these you know these publications um by this time period and

[3:04] YouTube https://youtu.be/8wnFKhmVWEA?t=177 || How to Build a Lead Magnet That Converts
if we don't all the PR is free. Okay, thank you. I mean, fundamentally like ask like just thinking like what what do these people want? And like what you have to like just for everybody like a really good lead magnet is something that other people charge for and that people would pay for that you give away for free,

[3:29] YouTube https://youtu.be/8wnFKhmVWEA?t=202 || How to Build a Lead Magnet That Converts
right? And so they want credibility. So it's like how do we how do we build credibility for them? So, one is that we can like you can build a network of other podcasts so that you can just use that network as lead magnet, right? You can have your own that you can add to that. Um, they want they want I mean

[3:47] YouTube https://youtu.be/8wnFKhmVWEA?t=220 || How to Build a Lead Magnet That Converts
they want they want articles they can share on their LinkedIn basically, right? That they can that they can sound good about. So, it's like basically offer that it's going to cost you almost nothing to do. Offer them what they want for free period and if they don't like it, offer them more or offer them better.

[4:02] YouTube https://youtu.be/8wnFKhmVWEA?t=235 || How to Build a Lead Magnet That Converts
I don't know. It's just hard just to caveat. So like our the services that we do that we're trying to Okay. So we we were industry agnostic for a while. I hate working with a big majority of those what you guys call the minnows. This B2B space is kind of where we do really well in those packages though are

[4:21] YouTube https://youtu.be/8wnFKhmVWEA?t=254 || How to Build a Lead Magnet That Converts
like 150k for like the year. Sure. So how would you recommend doing free something for them for a period of time? Would it be like No, not it doesn't have to be time. just free. We will do this thing for free. We will get you in this thing. Got it. Okay. Okay. Also, do they like raising? Are they trying to raise like

[4:41] YouTube https://youtu.be/8wnFKhmVWEA?t=274 || How to Build a Lead Magnet That Converts
Yeah, some of them are. Yeah, some of them are trying to raise. So, again, some of the some of the advantages there is like can we build an investor network of people who are looking for deals? Most people who are investors are just willing to look at deals. And so you gathering together a hundred or so VCs or whatever and then

[4:56] YouTube https://youtu.be/8wnFKhmVWEA?t=289 || How to Build a Lead Magnet That Converts
saying like we will for free help you script the pitch deck from working with the 100 VCs that we have to have like the best pitch deck and we will make introductions as a part of our package. You can peel that part off. But the nice thing is that you sent 100,000 emails. I would be split I would split test all five of those and see

[5:12] YouTube https://youtu.be/8wnFKhmVWEA?t=305 || How to Build a Lead Magnet That Converts
which one has the highest response rates and you can do that in like four email cycles and you can figure out what your lead magnet is. But I promise you that any of those four will outperform nothing. Okay, cool. Thank you. You bet. If you're a business owner and you are not growing as fast as you'd

[5:26] YouTube https://youtu.be/8wnFKhmVWEA?t=319 || How to Build a Lead Magnet That Converts
like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And

[5:41] YouTube https://youtu.be/8wnFKhmVWEA?t=334 || How to Build a Lead Magnet That Converts
so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[5:54] YouTube https://youtu.be/8wnFKhmVWEA?t=347 || How to Build a Lead Magnet That Converts
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

[6:08] YouTube https://youtu.be/8wnFKhmVWEA?t=361 || How to Build a Lead Magnet That Converts
deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a B2B Lead Gen Agency Improve Lead Quality
URL: https://youtu.be/94mDeuLH24c
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/94mDeuLH24c?t=0 || Helping a B2B Lead Gen Agency Improve Lead Quality
My main constraint right now is the quality of the leads we're getting. We're getting a lot of leads but there are low salaries basically profiles and uh we need so we compensate implementing a R1 R2 sales process you know like qualifying for 10 minutes and then you go on this and so what we are trying to

[0:20] YouTube https://youtu.be/94mDeuLH24c?t=13 || Helping a B2B Lead Gen Agency Improve Lead Quality
do is to get to the higher salaries and with more seniority where the the ROI for our office is better. Uh so we are thinking about changing the platform where we spend our ads. We're spending around 10k a month but bit more uh on meta ads only and maybe switch to LinkedIn or Twitter or I mean LinkedIn will for sure murder for

[0:43] YouTube https://youtu.be/94mDeuLH24c?t=36 || Helping a B2B Lead Gen Agency Improve Lead Quality
what you're looking for like I mean you're looking for executives who want severance packages or code outreach though or what cold outreach? um cold outreach. I mean, I would I would do LinkedIn if I had to do this in order. I would one I wouldn't turn off permit ads. I would Yeah, I wouldn't like don't stop

[1:02] YouTube https://youtu.be/94mDeuLH24c?t=55 || Helping a B2B Lead Gen Agency Improve Lead Quality
the flow. Like keep like you're making money with it, right? So then just make more money by doing this other thing on top. Like don't stop that. Um Okay. Yeah. So it's my saying test other Yeah, by all means test other things. But what's the return on this one again? I know you told me less than I can

[1:20] YouTube https://youtu.be/94mDeuLH24c?t=73 || Helping a B2B Lead Gen Agency Improve Lead Quality
remember. to 3:1 but we talked about just add in the performance piece. So if you added the performance piece and you were doing 10 to one, would you care? That would be fine. Yeah, I I mean I concur. It would be fine as well. Well then, so let me ask you this. If if you were getting 10 to one, would

[1:35] YouTube https://youtu.be/94mDeuLH24c?t=88 || Helping a B2B Lead Gen Agency Improve Lead Quality
you spend more on meta? Mhm. We tried to spend more, but then the the some diminishing returns. Well, of course, but now you got 10 to one, but then you can get three to one with 10 times the spend. Yeah, we need to be more creative. We need to to do more creative every week. Okay. So, I think so we talked about

[1:53] YouTube https://youtu.be/94mDeuLH24c?t=106 || Helping a B2B Lead Gen Agency Improve Lead Quality
this last night, but I think that you add in that performance thing would be like step one and I think that that takes you from 3K to like 10K or or 12K, right? Per customer. Right? So, that takes you from 1 to 3 or 3 1 to 12 to 1 if you just made that one change. Mhm. So the diminishing return which goes

[2:14] YouTube https://youtu.be/94mDeuLH24c?t=127 || Helping a B2B Lead Gen Agency Improve Lead Quality
from 3:1 to 2:1 means you go from 12 to 1 to 9:1. So you're still killing, right? So sure, I'll bet your ads could use work. Sure. Cuz you're spend 10 grand a month. You're not spending money anyways. But um I would do that first before I even start another platform. Okay. Because you might just be fine and just

[2:36] YouTube https://youtu.be/94mDeuLH24c?t=149 || Helping a B2B Lead Gen Agency Improve Lead Quality
need to like tweak the LTV. Okay. Just do that. Okay. So, yeah. So,


VIDEO
TITLE: Helping a $1M Cold Email Agency Get to $10M
URL: https://youtu.be/AcVvVG3ucP4
PRIMARY_TOPIC: leads
TOPICS: leads

[0:03] YouTube https://youtu.be/AcVvVG3ucP4?t=0 || Helping a $1M Cold Email Agency Get to $10M
to other agencies. We are making 1 million per year and we would like to go to 10 million. And what's stopping me is high churn rate and I think it's because I mean the core issue is when we deliver the leads to the agencies they cannot close them or if they close them they're on full capacity. Yeah.

[0:28] YouTube https://youtu.be/AcVvVG3ucP4?t=21 || Helping a $1M Cold Email Agency Get to $10M
Yeah. Uh my guess is that you're serving customers that are too small. So um this is probably going to be really good for like a third of you in here or like rather it'll be really relevant for like a third of you. So there are some business models that small business owners look at from large businesses and say I'll do that same

[0:53] YouTube https://youtu.be/AcVvVG3ucP4?t=46 || Helping a $1M Cold Email Agency Get to $10M
thing for the bottom end of the market. The problem is that that strategy typically only works with a fullyfledged business. And so, if you look at a small business, these agencies that you're selling, they're volatile. Like, they have good months, they have bad months, they have good months, they have bad months. And

[1:16] YouTube https://youtu.be/AcVvVG3ucP4?t=69 || Helping a $1M Cold Email Agency Get to $10M
their volatility now reflects onto your volatility. And so let's say you make them some money here, then they make more money here, and then all of a sudden they make less, and then they make then they cancel, right? And so these things are called structural churn, which is that um kind of things that are inherent to the industry. And

[1:36] YouTube https://youtu.be/AcVvVG3ucP4?t=89 || Helping a $1M Cold Email Agency Get to $10M
so I'll tell you a story that might make this relevant. So I was talking to a friend of mine who owns a CRM in the gym space and I was asking him, I was like, "What's your churn? I would imagine it's like zero." And he said, "Uh, it's about 3% a month." And I was like, 3% a month for a CRM? He's like, yeah. He's like

[1:55] YouTube https://youtu.be/AcVvVG3ucP4?t=108 || Helping a $1M Cold Email Agency Get to $10M
about a third of the gyms go out of business every year. And so like there's nothing they could do to improve the product anymore. Just a third of the businesses go out of business every year. And there's nothing you can do to the product. And so it's kind of similar here, which is like if you look at, and

[2:10] YouTube https://youtu.be/AcVvVG3ucP4?t=123 || Helping a $1M Cold Email Agency Get to $10M
this is a great exercise. If you look at the ultimate version of your business, because there is a ult version of your business, which is you look at Oglev, you look at NP digital, you look at Vayner, right? They're big agencies that exist. Who do they serve? Fortune 100. And so the reason that those work that

[2:30] YouTube https://youtu.be/AcVvVG3ucP4?t=143 || Helping a $1M Cold Email Agency Get to $10M
way is because those businesses can pay on time. They have salespeople that know what they're doing. They have a process in place. They have margins. Their checks clear. and when they sign contracts, they keep them, right? And that's because they're good businesses. And so, it's very likely that you're not

[2:44] YouTube https://youtu.be/AcVvVG3ucP4?t=157 || Helping a $1M Cold Email Agency Get to $10M
in the wrong business. You might just be serving the wrong customer. And so, if you were to look at your spread of customers right now, I would bet that there are some that have been with you for a little bit, right? And then all the new ones is turnout. It's just like they're the ones, right? And so, those

[2:58] YouTube https://youtu.be/AcVvVG3ucP4?t=171 || Helping a $1M Cold Email Agency Get to $10M
ones that have been with you for a little bit probably look a little bit different than some of the ones who are coming in. We did an analyze and Like you can't really always see this from from the outside because they can just sell. So this is hard to say like from the outside if they can sell. So the ones that stay with us, they can

[3:20] YouTube https://youtu.be/AcVvVG3ucP4?t=193 || Helping a $1M Cold Email Agency Get to $10M
sell and they can close the leads. Were they at a certain size already? Um yes, but the same size like other people who are trending. Sure. And so if there are intangibles that someone has to have, um, you can test for that or you can just go up market. So think about it this way. If somebody does a $5 million year

[3:42] YouTube https://youtu.be/AcVvVG3ucP4?t=215 || Helping a $1M Cold Email Agency Get to $10M
agency, they have to sell. There's no way they'd get to 5 million without being able to know how to sell, right? And so you can just put like you can try to test for it or you can just make a requirement that would make it impossible that the person didn't know how to do that. Does that make sense? And so I try like

[3:57] YouTube https://youtu.be/AcVvVG3ucP4?t=230 || Helping a $1M Cold Email Agency Get to $10M
if I can get something that's really small and testy that like allows me to go a little bit lower market that's okay. Otherwise I'll just put a bar and say it's got to be this. But likely and so many of you I think are in the same boat though is that you serve you have a business model that is better served to

[4:12] YouTube https://youtu.be/AcVvVG3ucP4?t=245 || Helping a $1M Cold Email Agency Get to $10M
a bigger customer and you charge too little and then they turn and then you keep trying to like think about what new thing do I need to add my offering like what new guarantee what new onboarding process like you keep adding things and it doesn't matter because they are volatile and that volatility will not change.

[4:30] YouTube https://youtu.be/AcVvVG3ucP4?t=263 || Helping a $1M Cold Email Agency Get to $10M
Does that make sense? Yeah. Thank you. Yeah. Oh, by the way, the equal opposite of that is that if you were in that in that position, if you do want to serve that market, then you have to make the entire business model around being the lowcost leader. And so, you can serve that market if you have like a very tech-

[4:47] YouTube https://youtu.be/AcVvVG3ucP4?t=280 || Helping a $1M Cold Email Agency Get to $10M
enabled service or software where you could charge those people $300 a month, which is always going to be below their volatility level of cash flow, but it has to cost you nothing. And so the idea of like I will, you know, $1,500 a month for lead generation or whatever it is, like which is kind of like the standard,

[5:07] YouTube https://youtu.be/AcVvVG3ucP4?t=300 || Helping a $1M Cold Email Agency Get to $10M
like that model doesn't work because it just won't scale. Okay? But you can always make one to three million bucks a year with it and just always be like looking on the hunt for the next lead. 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

[5:26] YouTube https://youtu.be/AcVvVG3ucP4?t=319 || Helping a $1M Cold Email Agency Get to $10M
$100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing

[5:40] YouTube https://youtu.be/AcVvVG3ucP4?t=333 || Helping a $1M Cold Email Agency Get to $10M
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 matter what you're struggling with,

[5:54] YouTube https://youtu.be/AcVvVG3ucP4?t=347 || Helping a $1M Cold Email Agency Get to $10M
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

[6:07] YouTube https://youtu.be/AcVvVG3ucP4?t=360 || Helping a $1M Cold Email Agency Get to $10M
the thank you page. You can just book a call with my team and we will look into the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: The Easiest Paid Ad Strategy for Any Local Business
URL: https://youtu.be/BOYphPIi4JY
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/BOYphPIi4JY?t=0 || The Easiest Paid Ad Strategy for Any Local Business
How do you make big triceps? Just kidding. So current I moved from east coast to west coast, opened my office uh for over almost a year. Mhm. Not making much. Okay. What do you what do you sell? I'm dentist. Okay. Got it. And uh my desire is to be five times more what I make by December. Okay. Is it like make it or break it?

[0:23] YouTube https://youtu.be/BOYphPIi4JY?t=16 || The Easiest Paid Ad Strategy for Any Local Business
Sure. To be honest. And the obstacle mostly right now to having more patient. More patience. more patient. Now, is it possible to make it five times? What are you doing right now to advertise? Uh advertising mailers, um Yelp, and some uh Google. Yeah. Everybody's you're like you're you're advertising just like it's 15

[0:45] YouTube https://youtu.be/BOYphPIi4JY?t=38 || The Easiest Paid Ad Strategy for Any Local Business
years ago. That's all. Yeah. So, you just need to advertise like it's 2024\. So, it's going to be content on social media. It's before and afters of people getting their teeth done and you running social ads uh locally, which luckily is very easy to do. Like local ads, you don't like the hardest part

[1:00] YouTube https://youtu.be/BOYphPIi4JY?t=53 || The Easiest Paid Ad Strategy for Any Local Business
about paid ads is targeting. And so the advantage of being local is you just you drop a pin on the map and you say, "Anybody who's in a 10 mile radius of here, show this before and after, put a an opt-in form." And you just have your front desk call them and schedule an appointment. And if you want, you can

[1:17] YouTube https://youtu.be/BOYphPIi4JY?t=70 || The Easiest Paid Ad Strategy for Any Local Business
just have an automated scheduleuler on the thank you page and then they select it. And then when this when the uh the secretary calls to confirm the appointment, you get a card uh for a no-show fee because it's me cold traffic because you're not going to want to deal with no shows. And if they're like, "Why

[1:30] YouTube https://youtu.be/BOYphPIi4JY?t=83 || The Easiest Paid Ad Strategy for Any Local Business
do I have to put a card down for an appointment?" She's just going to say word for word, this is how we've always done it. Works every time. Dead serious. I mean, that's it. Like, you need to run before and like you probably won't be able to run before and afters on ads. You can make them for content. Uh, in

[1:49] YouTube https://youtu.be/BOYphPIi4JY?t=102 || The Easiest Paid Ad Strategy for Any Local Business
terms of the ads, do you do like Invisalign or do you have some sort of like specialty that you do? Yes, all of them. Right. So, then you just just give off, you know, give $1,000 off of Invisalign or $2,000 off of Invisalign. Um, an alternative strategy if you really want to if you really want to 5X this year.

[2:03] YouTube https://youtu.be/BOYphPIi4JY?t=116 || The Easiest Paid Ad Strategy for Any Local Business
How how seriously do you want to 5X? Very serious. All right, cool. Then do this. Uh, give away a free pair of Invisalign uh uh as your ad. Be like free Invisalign giveaway. uh and then have you know run it in this radius and then do a countdown being like seven days away, six days away, three days away. You just

[2:22] YouTube https://youtu.be/BOYphPIi4JY?t=135 || The Easiest Paid Ad Strategy for Any Local Business
message and text people until the drawing happens and then select a winner and then call everyone else who opted in and say you got second place and second place is $2,000 off of this. When do you want to book it? Do that. Which platforms? Just meta. Meta will be fine. Thank you. Y if you're a business owner and you are

[2:49] YouTube https://youtu.be/BOYphPIi4JY?t=162 || The Easiest Paid Ad Strategy for Any Local Business
not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck

[3:03] YouTube https://youtu.be/BOYphPIi4JY?t=176 || The Easiest Paid Ad Strategy for Any Local Business
and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[3:17] YouTube https://youtu.be/BOYphPIi4JY?t=190 || The Easiest Paid Ad Strategy for Any Local Business
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

[3:32] YouTube https://youtu.be/BOYphPIi4JY?t=205 || The Easiest Paid Ad Strategy for Any Local Business
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 Charging Hourly (Do This Instead)
URL: https://youtu.be/BsIA4q0IkcA
PRIMARY_TOPIC: leads
TOPICS: leads, leads, cold-outreach, offers, niche

[0:00] YouTube https://youtu.be/BsIA4q0IkcA?t=0 || Stop Charging Hourly (Do This Instead)
This is Reeds. Am I up? Reeds, you're up, man. Give me the Rev. The Rev, the prob, and the business. All righty. We are a data consulting company that sells services. We do about 500K. I'd like to get to all 1.2 million. Okay. Our biggest issue is leads, leads, and leads. And then making them, you know,

[0:23] YouTube https://youtu.be/BsIA4q0IkcA?t=16 || Stop Charging Hourly (Do This Instead)
see the message and reflected a business problem that they recognize. Okay. Hey, how are you getting leads right now? It it it's been 99% referral till about it's still 99% referral, but I have now turned on I'm doing content on LinkedIn. Okay. I'm doing LinkedIn ads. Um I'm doing a um cold email that I'm trying to start.

[0:48] YouTube https://youtu.be/BsIA4q0IkcA?t=41 || Stop Charging Hourly (Do This Instead)
It's not started, but I'm trying to do that as well. So, right now for the last 12 years, I've run my company off referrals. Yeah. I haven't really sold anything. So my question is is really around the best way to generate leads from a tech source that the message is really hard. I mean selling data services no one thinks they need

[1:08] YouTube https://youtu.be/BsIA4q0IkcA?t=61 || Stop Charging Hourly (Do This Instead)
it. Everyone thinks they need AI now. Luckily I think a couple webinars ago you had said somebody asked you a question about AI and you said you need a good you need a data infrastructure and I was yes you were like can I clip that? We were like no you can't. Um, yes. Okay. So, what size companies are you are you selling?

[1:32] YouTube https://youtu.be/BsIA4q0IkcA?t=85 || Stop Charging Hourly (Do This Instead)
I I I'm trying to do mid mid tier around 500 people. I've worked for It's all enterprise. So, it's all enterprise enterprise, but it's so hard to it's so hard to actually make a difference there. There's so much overhead and and troubles and trouble. Okay. Got it. Um, so functionally what is the what is the

[1:53] YouTube https://youtu.be/BsIA4q0IkcA?t=106 || Stop Charging Hourly (Do This Instead)
dollars and cents output of what you do? Like I pay you money, what money do I get back and how do I make it back? Um, some of the stuff like we can help you with cloud reduce your cloud cost. So you can reduce cost that can be pretty great but okay I mean it can be from I don't know 10,000 to 100 couple hundred thousand.

[2:13] YouTube https://youtu.be/BsIA4q0IkcA?t=126 || Stop Charging Hourly (Do This Instead)
Okay. I mean your systems around what? Say that again. How do you charge? Hourly hourly hourly consultant. Oh h oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh oh dear me. My god. Let's just get you to 1.2 million and get you no more customers and just change how you

[2:31] YouTube https://youtu.be/BsIA4q0IkcA?t=144 || Stop Charging Hourly (Do This Instead)
bill. How about that? I I could handle that. Okay, so Okay, so a couple things. So number one, I think you making content on LinkedIn is a good idea. Um I think that you should you should talk le like data no one cares about. I mean, yes, people care about it, but you No one's like waking up in the morning

[2:51] YouTube https://youtu.be/BsIA4q0IkcA?t=164 || Stop Charging Hourly (Do This Instead)
being like, "Ah, give me my data." I mean, I'm that way, but you know, I'm I'm an oddball. What we want to talk about is the benefit of data, right? We don't want to talk about the plane flight. We want to talk about the vacation. We talk about Maui, not how we're going to get there. The TSA, checking our bags, taking our shoes off.

[3:04] YouTube https://youtu.be/BsIA4q0IkcA?t=177 || Stop Charging Hourly (Do This Instead)
That's the data. What the data gets us is that we got to talk about. So, your content needs to be talked like what you should be doing in your content is the demonstration of what occurs as a result of your services. And and that's we're a lot of the content is around ROI. Uhhuh. So I'm trying to drive that because for

[3:22] YouTube https://youtu.be/BsIA4q0IkcA?t=195 || Stop Charging Hourly (Do This Instead)
the longest time I I targeted tech people. The tech people never have buying power. So it was always impossible to go. So now I'm trying to talk at a higher level of return on investment because so many people do so much tech stuff that just doesn't provide any value to the business because they don't they don't

[3:40] YouTube https://youtu.be/BsIA4q0IkcA?t=213 || Stop Charging Hourly (Do This Instead)
think they have to the tech side. That's why I'm trying to not talk to those guys. Yeah. So ROI content number one. I think that you should have CTAs in the content that generate inquiries that should get people to like do you give away a widget or an assessment of any kind. We're try on the website. I'm trying to

[3:59] YouTube https://youtu.be/BsIA4q0IkcA?t=232 || Stop Charging Hourly (Do This Instead)
do a a data ROI um meeting so I can kind of give you that kind of information. Let me give you a really sexy thing. Let me give you a really sexy thing. Uh I want you to give away five in the street. Oh yeah. No, this is going to be sexy. I want you to give five one- on-one calls away for free as the offer.

[4:19] YouTube https://youtu.be/BsIA4q0IkcA?t=252 || Stop Charging Hourly (Do This Instead)
Okay? Now, there's an asterisk there that it's only for companies that meet your criteria. Okay? And you probably have to take those calls anyways for a qualified lead. But the fact that the thing is is like for you to have a very high value lead magnet, I think so many of these are going to be so specific to the text

[4:34] YouTube https://youtu.be/BsIA4q0IkcA?t=267 || Stop Charging Hourly (Do This Instead)
stack they're using and all the other nonsense that we have to come up with something that people can appreciate as valuable. And so we say, "Hey, I'm going to give away five one-on-one calls." Everyone understands that five hours or five 30 minute sessions is a is value. Like even even at the most basic manual

[4:48] YouTube https://youtu.be/BsIA4q0IkcA?t=281 || Stop Charging Hourly (Do This Instead)
labor level, there's value there uh that someone can get. And so I think the CTA of that will be a great way because then it'll give you five conversations. You can tie in multiple stakeholders and you can actually look at an enterprise style sale and it all works. All you have to do is set the frame at the beginning of

[5:00] YouTube https://youtu.be/BsIA4q0IkcA?t=293 || Stop Charging Hourly (Do This Instead)
this. It's like, "Hey, to be clear, are you good with me? As we walk through these five calls, at the end of the fifth call, I'll explain kind of how what working with us might look like. in the meantime, I want to just provide you a lot of value. They're going to say yes, and it's great. And that sets up

[5:12] YouTube https://youtu.be/BsIA4q0IkcA?t=305 || Stop Charging Hourly (Do This Instead)
the conversation so that you can't break their beliefs around it. The the big step here is that we want to we want to take those calls to talk about what is going to happen, not how to do what is going to happen. Do you get the difference? Yes. Yes. Right. Exactly. We're going to describe it, not explain it.

[5:30] YouTube https://youtu.be/BsIA4q0IkcA?t=323 || Stop Charging Hourly (Do This Instead)
And that's how you reset beliefs. That's how you get people excited about what's going to happen. As soon as you get into like we're going to click here, then we're they're gone. They don't give a right? So number one, I've got that with my LinkedIn ads. Yeah. So number one, ROI content. CTA is 5101 calls asterisk only for people who

[5:46] YouTube https://youtu.be/BsIA4q0IkcA?t=339 || Stop Charging Hourly (Do This Instead)
qualify. The second thing is that I think your offer needs to be around the ROI, and you need to use something called a calculator close. So calculator close basically says, here's all the things that you're currently doing, which you can do at the end of the five one-on- ones, and say based on the whole

[6:00] YouTube https://youtu.be/BsIA4q0IkcA?t=353 || Stop Charging Hourly (Do This Instead)
assessment that I have, here's all the areas that you're losing money or that you could have efficiency. This is what I expect you to make. you add it all together and say it's, you know, uh $200,000 is the savings slash, you know, improvements in efficiency and effectiveness, whatever, right? So, $200,000, the max that you can charge

[6:16] YouTube https://youtu.be/BsIA4q0IkcA?t=369 || Stop Charging Hourly (Do This Instead)
when you make any kind of result-based uh service is 30%. And so, if you say, "Hey, I'm going to save you 200 grand. Uh I charge 30% of what I save, so it's 60." But that way, you're charging for outcomes, not hours. Okay? And that'll break it. And that that's what's going to allow you to really I mean that alone might triple or

[6:35] YouTube https://youtu.be/BsIA4q0IkcA?t=388 || Stop Charging Hourly (Do This Instead)
quadruple your income in independent of of the ROI stuff. Those would be the two next steps that I would do. Okay. Thank you. You bet. Thank you, man. Congratulations on the business. This has been very very very helpful. I really appreciate it. Thanks. You bet. Thank you for being part of the group.

[6:54] YouTube https://youtu.be/BsIA4q0IkcA?t=407 || Stop Charging Hourly (Do This Instead)
If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and

[7:09] YouTube https://youtu.be/BsIA4q0IkcA?t=422 || Stop Charging Hourly (Do This Instead)
more importantly where they got stuck and how they got past it. And so, we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of

[7:21] YouTube https://youtu.be/BsIA4q0IkcA?t=434 || Stop Charging Hourly (Do This Instead)
the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap,

[7:35] YouTube https://youtu.be/BsIA4q0IkcA?t=448 || Stop Charging Hourly (Do This Instead)
plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas

[7:49] YouTube https://youtu.be/BsIA4q0IkcA?t=462 || Stop Charging Hourly (Do This Instead)
and we'll do this in person live.


VIDEO
TITLE: Helping a $2.2M/Year Cold Email Agency Scale to $10M
URL: https://youtu.be/Cw7B2MbjSdo
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/Cw7B2MbjSdo?t=0 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
I run a uh very high volume cold email agency basically. Okay. We work with a lot of uh B2B SAS companies that have TAMs over at least 10 million users. Yeah. Or um B2B service businesses that have LTVs over like 50 grand typically, right? We're good at the median pathway and also a PLG pathway with SAS.

[0:18] YouTube https://youtu.be/Cw7B2MbjSdo?t=11 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
Okay. Um I currently do uh 2.2 million. Um I'm pretty sure I can take it to 10 million within the next like year or so. Okay. Um, primarily because um, uh, because I think I know what to do next based off of this weekend, even before here. A lot of stuff like that. So, if anything, it'll be interesting to

[0:37] YouTube https://youtu.be/Cw7B2MbjSdo?t=30 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
just hear you criticize maybe what I think I should do. Okay. Right. Um, so we got to 2.2 by having like $10,000 a month retainers. Okay. What we're doing is switching to performance models at scale. Okay. Where it's like, hey, let me understand your LTV. We'll do a third of uh we'll charge a fee roughly equal to we'll make

[0:58] YouTube https://youtu.be/Cw7B2MbjSdo?t=51 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
sure your CAC is a third at least. Maybe that needs to be different, you know, but that's the idea. Um switch it to 5K so it's really easy to close because most people we tell them five, it's really easy for them to hop into the funnel and just go, "Yep, let's try this out." And then we have performance setup on

[1:12] YouTube https://youtu.be/Cw7B2MbjSdo?t=65 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
the back end. Um the advantage is that like um what do you think the biggest problem is going to be? Uh systems that will break. I think private data and analytics to be able to actually know what properly to do for each client at that type of scale because some of our clients will send like 10 plus

[1:35] YouTube https://youtu.be/Cw7B2MbjSdo?t=88 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
emails a month written with AI one to one. Uhhuh. 10 plus or like 10,000. Uh 10 million. Okay. Got it. Per month. Yeah. Um so this is so interesting. So, like the fee sounds wildly underpriced. Like if you're sending 10 million emails and you're charging $10,000, that sounds absurdly low. Yeah, I would say um we start it to get

[2:01] YouTube https://youtu.be/Cw7B2MbjSdo?t=114 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
them in and we'll send a 100,000 test message market fit. The second we find the multiple um then or we go cool, I know if I target SAS founders with this message, there's 800,000 of them. If I hit that list, I'll sign up 600 to one. Uh we can crank it that way, right? So it's almost to get them in there where we have the

[2:19] YouTube https://youtu.be/Cw7B2MbjSdo?t=132 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
is the biggest issue running out of lists. No. Okay. No, because basically it's like let me email your entire T every two months. So what else uh what else do you think is going to be the uh the biggest problem with this model? Um keeping clients honest potentially um on collecting if it's based off of

[2:40] YouTube https://youtu.be/Cw7B2MbjSdo?t=153 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
percentages or whatever it may be. Yeah. which is where I also think it's maybe like a systems problem in that I need to have proper integrations to their CRM to keep them honest which maybe I need to acquire uh or like uh get the right developers or something like that to be able to do that better.

[2:59] YouTube https://youtu.be/Cw7B2MbjSdo?t=172 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
Um so um what stands out? Yeah. So the the problem that I would foresee is the one that you just brought up which is what I was hoping you get to. Um, whenever you switch to performance, performance is always always the best model on paper, not always the best model in practice. Mh. And it's strongly predicated on the

[3:22] YouTube https://youtu.be/Cw7B2MbjSdo?t=195 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
quality of the prospect. Yeah. So, if you have enterprise customers who are basically who have obligations and have assets and have to lose, they tend to follow and adhere to their contracts. Smaller, even sometimes medium business owners less so. And are you US? Yeah. Okay. Yeah. And US contracts mean

[3:43] YouTube https://youtu.be/Cw7B2MbjSdo?t=216 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
basically nothing. And so, um, all of these things are kind of like stacked against you. Um, and Allan was a performance-based model. So, I like very much understand this business. Yeah. Um, now we were able to do it only because I controlled the flow of payments. I got paid and then gave them remitted that part.

[4:05] YouTube https://youtu.be/Cw7B2MbjSdo?t=238 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
So yeah, you always want to control the the money flow if you do performance or you have to have absolute transparency. So like you run the Shopify store. That's why Shopify agencies can do performance. So a lot of email marketing for Shopify, they do they do performance percentages uh you know using Clavio and whatnot. And that

[4:22] YouTube https://youtu.be/Cw7B2MbjSdo?t=255 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
that model works great for them because the tracking's clear and most people no one's going to start a second store to try and cut you out. Yeah. Brick and mortar guy walks in. I didn't show guy closed for 50 grand. How do you know? I you you set up a unfortunately you set up an incentive system that incentivizes

[4:43] YouTube https://youtu.be/Cw7B2MbjSdo?t=276 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
them to cheat you and if they have to cheat them or cheat you, they will cheat you. So I'm not a huge fan. I would prefer to just factor in um basically scaled based on what you know the ROI is roughly to kind of like a northstar metric which might be uh you know for every million emails it's this and you might have to just do that

[5:05] YouTube https://youtu.be/Cw7B2MbjSdo?t=298 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
custom upfront in terms of like okay based on your customer based your avatar and your segment this is the rate. I'm not the biggest fan of custom pricing, but based on the model that you have, it might make sense given you probably have fewer customers that are worth more, I'm assuming. Yeah. What's your churn?

[5:20] YouTube https://youtu.be/Cw7B2MbjSdo?t=313 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
Um, probably uh 30%. Or something like that. But also, I've I've changed my offer. Yeah. Okay. Yeah. Annually, I've changed my offer enough to where it's kind of hard to be like, what's the actual churn on the current offer? But yeah. Okay. Um, why do why do people leave? Um, because you charge nothing.

[5:40] YouTube https://youtu.be/Cw7B2MbjSdo?t=333 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
you um well we used to charge 10ks flat to be like here's how many emails we'll send right most of the time when they would leave it wouldn't be because of performance and because their offer wouldn't we weren't able to find a good offer message uh message market fit for them essentially right have you been able to separate cohort

[5:58] YouTube https://youtu.be/Cw7B2MbjSdo?t=351 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
turn as in like first three months versus three month plus no okay no so I would consider posit uh uh having a two two-part structure where you charge a onetime fee that's significantly higher upfront but has zero recurring. Mhm. To do the one thing which is we're going to find message market fit. Mh.

[6:20] YouTube https://youtu.be/Cw7B2MbjSdo?t=373 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
After that you solve that problem. You say hey if you want you can go send 10 million emails a month uh with this messaging. And they'll be like well we don't know how to do that. You're like oh that's crazy. You know we do that if you want. And then you can say let me introduce you to our other tier of pricing.

[6:33] YouTube https://youtu.be/Cw7B2MbjSdo?t=386 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
And that might be a best of both worlds model. And you will be astonished, by the way, at how much easier it is to sell a one-time thing versus an ongoing thing. Interesting. I wonder um like you can double or triple close rates from a $1,500 a month membership to a $5,000 onetime upfront. You can triple close rates at triple the price.

[6:52] YouTube https://youtu.be/Cw7B2MbjSdo?t=405 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
Yeah, for sure. Does it does it change your thought process at all when like uh the like monthly reoccurring we've been able to achieve with these performance models and huge TAMs? Like we're billing some clients like 75 or like 100 grand a month. Okay. All of a sudden, right? But you said you did 2 million.

[7:10] YouTube https://youtu.be/Cw7B2MbjSdo?t=423 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
Um yeah, because the reason I got this idea for the performance is because we got a whale. I was like, "Holy we're getting a hundred bucks." So when you said some customers, there's one customer. Um we just closed another upsold them into performance and we start like this month. Okay. So you have one customer who's

[7:28] YouTube https://youtu.be/Cw7B2MbjSdo?t=441 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
doing the big the big wheel thing. Yeah. Correct. I'm not trying to I'm trying to understand. Yeah. Yeah. Of course. Okay. So, so there's one there. It looks promising. To go back to what I said earlier, if you have enterprise customers, cool. Yeah. The fact that you said because I'm using the data you give me. Yeah. So, if you

[7:43] YouTube https://youtu.be/Cw7B2MbjSdo?t=456 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
say I'm doing $2 million a year, we're charging $10,000 a month. I'm going to back back a napkin and be like, okay, they got 20-ish customers and if they're paying $10,000 a month and sending 10 million emails, it doesn't make any sense, but okay, let's keep going. Um, beyond that, it's like, okay, well, if they've got 20 customers

[7:57] YouTube https://youtu.be/Cw7B2MbjSdo?t=470 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
at that price point, they're probably low. They're SMBs. They're not they're not even mid-market. This whale is mid-market. And if you had said, "Hey, we only deal with uh businesses that are doing over 10 million in ARR and are venturebacked or what, you know, whatever whatever the the criteria are,

[8:12] YouTube https://youtu.be/Cw7B2MbjSdo?t=485 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
that I would say I have high confidence that one, they can pay and two that they even track, then I would have much higher confidence in saying, "Yeah, go for it on the performance model." Okay, cool. But the biggest risk that you're paying down is that they don't pay you. Yeah. Yeah. Yeah. That makes sense. That's the

[8:25] YouTube https://youtu.be/Cw7B2MbjSdo?t=498 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
risk. Basically, if you have high confidence of the payment than performance, I'm all for performance. I mean, I would do zero dollars up front. I don't even care. If I know that I can get paid, I'm all in. I just got to know that I can get paid. Yeah. That's the problem. That is the biggest hinge in this thing.

[8:39] YouTube https://youtu.be/Cw7B2MbjSdo?t=512 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
That's like the biggest risk of going down that path is you're just Yes. Mhm. You solve that, you solve the business. Yeah. That's the That is the whole business. You solve that, you solve the business. Yeah. Exactly. Own that channel. I built a software to solve it. Like, I get it. Yeah. Exactly. Makes a ton of sense.

[8:54] YouTube https://youtu.be/Cw7B2MbjSdo?t=527 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
Yeah. Because I was going after small guys, so I had to. Yep. Thank you. 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

[9:10] YouTube https://youtu.be/Cw7B2MbjSdo?t=543 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you,

[9:24] YouTube https://youtu.be/Cw7B2MbjSdo?t=557 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
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. You

[9:37] YouTube https://youtu.be/Cw7B2MbjSdo?t=570 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
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

[9:52] YouTube https://youtu.be/Cw7B2MbjSdo?t=585 || Helping a $2.2M/Year Cold Email Agency Scale to $10M
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a $60M real estate agency break its income ceiling
URL: https://youtu.be/HlK_MeYWKEs
PRIMARY_TOPIC: leads
TOPICS: leads, case-study,scaling,offers,pricing

[0:00] YouTube https://youtu.be/HlK_MeYWKEs?t=0 || Helping a $60M real estate agency break its income ceiling
four years, two months, and about six days. You told me to stop running my real estate lead generation agency because I sucked at it. I took your advice. I listened. I was feeling sassy. It was It was good advice because since that time, I've sold about 125 million in real estate. Now, yeah, you you told me to come back and then

[0:28] YouTube https://youtu.be/HlK_MeYWKEs?t=21 || Helping a $60M real estate agency break its income ceiling
figure out the small Yeah, you know, media agency again. Have no interest in doing that. I actually found that I'm a lot better at selling real estate than running the agency. Yeah. So now what I have done, I've kind of found a niche because it's another piece of advice that you told me to figure out. And then the third thing is you

[0:47] YouTube https://youtu.be/HlK_MeYWKEs?t=40 || Helping a $60M real estate agency break its income ceiling
told me to go find rich people, figure out their problems and solve them because they pay a whole lot better. Yeah. So I started specializing in figuring out how I can leverage the tax code while helping them acquire real estate, figuring all the different loopholes by leveraging real estate to offset their

[1:03] YouTube https://youtu.be/HlK_MeYWKEs?t=56 || Helping a $60M real estate agency break its income ceiling
taxes. So I specialize with high income WD uh workers or you know business owners get them real estate. Now the business has kind of evolved and has been doubling every year. We're on pace to do about 55 almost 60 million this year. kind of crazy to put things into perspective two and a half 3% that's

[1:24] YouTube https://youtu.be/HlK_MeYWKEs?t=77 || Helping a $60M real estate agency break its income ceiling
what the revenue would be. Yeah. So division one is the acquisition it's about a million two million three then we have a setup business where we set up the the investment properties for them Airbnbs. Either I got to raise prices or do something else because I have like 90 almost 95% closing rate. Um, so we are

[1:43] YouTube https://youtu.be/HlK_MeYWKEs?t=96 || Helping a $60M real estate agency break its income ceiling
doing about another two 300k there and then we have the full done for you management on the back end and that's packaged on as an offer after speaking with Ed and a few other things. I'm trying to figure out am I killing off baby here and keeping the main thing the main thing like you told me back four years ago we're trying to

[2:01] YouTube https://youtu.be/HlK_MeYWKEs?t=114 || Helping a $60M real estate agency break its income ceiling
figure out how to pivot because the continuation I know some of my really high income earners the people that have the million2 million dollars in taxes to offload Yeah. They don't want to set up the properties. They don't want to manage them. They don't want to do anything. So, they definitely do buy because of

[2:16] YouTube https://youtu.be/HlK_MeYWKEs?t=129 || Helping a $60M real estate agency break its income ceiling
that turnkey method. So, I'm at this crossroads of do we double down or I'm capped like how do I go from 60 to 100 when I have other people in my office working with sirant doing 300 400 million just selling a higher ticket item, right? five10 million properties as opposed to million two three four million dollar properties

[2:37] YouTube https://youtu.be/HlK_MeYWKEs?t=150 || Helping a $60M real estate agency break its income ceiling
like I am right now to try and figure out where to go next. So just to give context on this uh when Allen was our our software company uh we served white label for you know social media marketing agencies. So Peter was helping realtors get leads to sell houses and for like six months he would hop on I'd do like a call every week or

[2:57] YouTube https://youtu.be/HlK_MeYWKEs?t=170 || Helping a $60M real estate agency break its income ceiling
whatever and he would hop on and he'd be like god these realtors suck. they don't work their leads, you know, all of all of this stuff. And six months he was basically flat with revenue. Um, and I was like, have you ever worked your own leads and like actually seen because you're not a realtor. I was

[3:12] YouTube https://youtu.be/HlK_MeYWKEs?t=185 || Helping a $60M real estate agency break its income ceiling
like, "Have you ever worked your own leads and seen if they're actually any good at all?" Um, and he ended up having a partner there that, you know, fell off who was the realtor who was going to be like the expert in the space and he was just going to run the ads and then it was just him. And so we had a little bit

[3:25] YouTube https://youtu.be/HlK_MeYWKEs?t=198 || Helping a $60M real estate agency break its income ceiling
of a heartto-he heart moment where I was like, "Listen, man, it's been six months. like nothing has changed because like something has to change and so why don't you just like actually get good at real estate and then if you want to visit this back once you go crush it in real estate this door will always be

[3:38] YouTube https://youtu.be/HlK_MeYWKEs?t=211 || Helping a $60M real estate agency break its income ceiling
open because you you still have the skills right you can always come back and so that is the the fool of the other side of almost get emotional about it but like very cool man very cool um okay so let's let's scale this thing so um big picture we have you've this Airbnb thing right so is that like how many of the people that

[3:59] YouTube https://youtu.be/HlK_MeYWKEs?t=232 || Helping a $60M real estate agency break its income ceiling
you're selling right now need this Airbnb as the as the way as the reason that they're they're buying from you? So, out of the 70some deals that we'll do because nothing is set in stone because I'm still closing deals literally as sitting at this event. Um I would say probably about 90% are buying it for tax purposes. So out of

[4:17] YouTube https://youtu.be/HlK_MeYWKEs?t=250 || Helping a $60M real estate agency break its income ceiling
the 55 million probably like 35 almost 40 is quarter four numbers. Yeah. So like my business is so heavily stacked in the back end of the year it's kind of crazy. Yeah. So if I can do that volume in one quarter, like what can I do in four? Yeah. So, but so you have this. Okay. So, a couple considerations is like I'm

[4:37] YouTube https://youtu.be/HlK_MeYWKEs?t=270 || Helping a $60M real estate agency break its income ceiling
seeing path one is you could say I want to build a compounding vehicle around this Airbnb thing. You could just straight raise money and do it. That is that is a path. Be like, I'm going to raise a fund. We're going to do Airbnbs and this is the arbitrage we're playing with. That's an option. Another option

[4:52] YouTube https://youtu.be/HlK_MeYWKEs?t=285 || Helping a $60M real estate agency break its income ceiling
would be um for these people like you could obviously raise the prices because if you're closing 95% then like the off like the offer is great so like we need to go like way up and the price would probably just be the percentage of you know the the management fees and whatnot. Yeah. The done for you is 10 grand but

[5:08] YouTube https://youtu.be/HlK_MeYWKEs?t=301 || Helping a $60M real estate agency break its income ceiling
it should be really like 20. Where I really make the money is the commission on the actual deal. Yeah. And then the management is at 15% which is about 5 to 10% below where we should be. Yeah. But they make more money which then gets them to transact with us again. And I have people that bought three, four, five, six properties. Like

[5:24] YouTube https://youtu.be/HlK_MeYWKEs?t=317 || Helping a $60M real estate agency break its income ceiling
I just got a guy who bought four back. But is the is the limitation of the business that you can't handle more ops on the Airbnb. So I'm I'm getting to this point where we have about 60 that are up and live and I keep expanding the team. Yeah. I hate that business. if somebody were still willing. Any reason you can't just like work with

[5:43] YouTube https://youtu.be/HlK_MeYWKEs?t=336 || Helping a $60M real estate agency break its income ceiling
somebody who does this and just give it to So that's what initially happened last year around November. The property manager quit said, "I'm done. I'm out. Here's 20 properties. Do whatever you want with them." So then I went and I actually got one of my clients who bought an Airbnb with me who was doing

[5:58] YouTube https://youtu.be/HlK_MeYWKEs?t=351 || Helping a $60M real estate agency break its income ceiling
Airbnb arbitrage. Kind of brought them in. I made a deal and I'm they they take twoird of the revenue and I take a third. So like for me to make a 100 grand Yeah. on years worth of work when I can only close two deals. Like it just makes no sense. So I was thinking about figuring out if I can pawn it off and partner.

[6:17] YouTube https://youtu.be/HlK_MeYWKEs?t=370 || Helping a $60M real estate agency break its income ceiling
A lot of my clients what I'm noticing the management is always the the wild card, the weakest link because if the management doesn't do well, they don't come by again. But if everything turns, we see uptake on obviously the sales. So, I'm looking at trying to see if I can partner up without letting go of the

[6:38] YouTube https://youtu.be/HlK_MeYWKEs?t=391 || Helping a $60M real estate agency break its income ceiling
control. But on the management side of the business, there's also we by accident built a cleaning company really like not directly, but we have cleaners who went from like 10 properties to and scaled with us and obviously I helped them build that. So, it's now it's all of a sudden it's going into way too many directions and

[6:57] YouTube https://youtu.be/HlK_MeYWKEs?t=410 || Helping a $60M real estate agency break its income ceiling
trying to keep the main thing which is what you told me, sell more real estate or sell high price real estate. I would. So, um, just because you don't have legal control doesn't mean you don't have leverage. Oh, yeah. I know. Right. And so, I I do think that what you're probably looking for is a partner, not like in

[7:19] YouTube https://youtu.be/HlK_MeYWKEs?t=432 || Helping a $60M real estate agency break its income ceiling
your business, but basically somebody who can just manage this full-time and then just say like, I'll give you a 100%. You know, I mean, like you're 30% or whatever. Like, yeah, I see that as not a deal provided you don't have to do anything. So, I'm all for getting paid for not working. I don't want to

[7:34] YouTube https://youtu.be/HlK_MeYWKEs?t=447 || Helping a $60M real estate agency break its income ceiling
get paid a small amount if I am working. Basically, the CEO, like everything has to run through me, even though he does like 80% of the work, I'm the clients call me when goes wrong, right? Um, right. You're the one who who passed who passed on the relationship. Um, I think that if you just position it

[7:52] YouTube https://youtu.be/HlK_MeYWKEs?t=465 || Helping a $60M real estate agency break its income ceiling
as like, well, would they buy they would still buy from you presumably, right? if they if the management goes well like I tried the here's my partner Ken here's my partner whoever Todd you know yeah yeah and I but they're like oh well is this all under you so it's kind of it's definitely easier sale when I say it's

[8:11] YouTube https://youtu.be/HlK_MeYWKEs?t=484 || Helping a $60M real estate agency break its income ceiling
where it's all interconnected under the same roof yeah yeah so then I'm trying to figure out is how much of my front-end sale Yeah is actually attributed to us being able to set up the property. Yeah. And then managing like our property skill. You could always just like sell properties without it and see what

[8:33] YouTube https://youtu.be/HlK_MeYWKEs?t=506 || Helping a $60M real estate agency break its income ceiling
happens. So I So I did the first year we did about 10 12 million then we went to 24 then 36 now we're at 55. So last year but you have but you included the Airbnb in the beginning or just recently? No. So last year basically last November. Yeah. I had people asking me can you just help us set it up and they would just waste

[8:50] YouTube https://youtu.be/HlK_MeYWKEs?t=523 || Helping a $60M real estate agency break its income ceiling
my time. Well so this is recent. So, you did 24 million before like per anom before adding this in. Yeah. Yeah. I think you should probably just go sell more houses being real. No, for real. I think you should just sell more houses and then just have an intro. Like it's like I can make some introductions as management companies.

[9:08] YouTube https://youtu.be/HlK_MeYWKEs?t=541 || Helping a $60M real estate agency break its income ceiling
But the core thing is they need to buy the real estate to get the depreciation or whatever, right? Whatever you know thing you you figured out. Um, so that's the like the core thing is they want to get the money off the books, which is why Q4 is such a big, you know, thing they push, right? And so having the management to

[9:21] YouTube https://youtu.be/HlK_MeYWKEs?t=554 || Helping a $60M real estate agency break its income ceiling
me feels like it's gravy rather than like the core thing is like I have to spend this money or I will pay taxes on it and I will own an asset that because I'd be like I've got a suite of five different guys that are management companies like they can do this. I'm the one who gets you good properties and I

[9:37] YouTube https://youtu.be/HlK_MeYWKEs?t=570 || Helping a $60M real estate agency break its income ceiling
will find you a good deal on the property because if you buy right it makes it gives you a lot more padding on the back. Yeah. Yeah. So, like when we had the partnerships, the issue that I ran into is that the guys would do a job and then I would get the phone call. Can you manage this? I think but it's like I think all of

[9:51] YouTube https://youtu.be/HlK_MeYWKEs?t=584 || Helping a $60M real estate agency break its income ceiling
that comes down to expectation setting. So, if you're having the conversation with them and you're like, listen, if we buy right, you're going to save like you will you get an instant 58% increase on the money that you don't pay taxes on. Yeah. Right. So, like no matter what, we get a 58% increase on free money.

[10:07] YouTube https://youtu.be/HlK_MeYWKEs?t=600 || Helping a $60M real estate agency break its income ceiling
That's what I can deliver. I can introduce you to some people. everything's hit or miss and like the management's up to them. Now, that's part of the like that's part of what you're getting to, but if you're good to lock in the 58, let me go get you a house and I'll make sure I buy it below market, blah blah blah blah blah. I

[10:19] YouTube https://youtu.be/HlK_MeYWKEs?t=612 || Helping a $60M real estate agency break its income ceiling
think you could still do the pitch. I think it's all about just how you set the the expectation up front. So, a lot of the leads that are coming in is through my strategic partners. Like, I go I speak around the country, I get on stages, right? And room full of people typically CPAs, accountants, tax

[10:34] YouTube https://youtu.be/HlK_MeYWKEs?t=627 || Helping a $60M real estate agency break its income ceiling
advisors. I've been thinking about going direct to consumers. So instead of finding the CPAs and speaking going directly to hey are you a high income earner W2 whatever is that the wrong tree to bark at because I don't want to be dependent on those strategic partners like we we I definitely identif I have like three or four

[10:56] YouTube https://youtu.be/HlK_MeYWKEs?t=649 || Helping a $60M real estate agency break its income ceiling
okay that is a little dependent I mean I think I think it was the right strategy I think you just need to do way more I think it's more like how do I get like 30 or 40 and so I think part of the reason that you've been bending over backwards is because you need the deals that they give you rather than like if

[11:12] YouTube https://youtu.be/HlK_MeYWKEs?t=665 || Helping a $60M real estate agency break its income ceiling
you had 30 or 40 of these CPAs, they'll send you customers and you'll be like, "Listen, this guy wants a shitload of stuff. I can I will get these guys the houses they need and we'll, you know, to to to get the the the the tax treatment that they are looking for and you'll be able to turn down some business that

[11:29] YouTube https://youtu.be/HlK_MeYWKEs?t=682 || Helping a $60M real estate agency break its income ceiling
doesn't require this backend thing in order to close the deal." So, it's like maybe you lose 25% of your business um by not having to deal with all this headache and just saying like I can make intros but like I'm not associated but I can do the core economic arbitrage which is the first sale which inadvertently will help us make

[11:45] YouTube https://youtu.be/HlK_MeYWKEs?t=698 || Helping a $60M real estate agency break its income ceiling
more money because I can go sell more. Yeah, you can focus. And I think that if you if you had all the time back from all this management and then just said, I'm going to go from having four CPAs to 40 by the end of the year and we're going to run it the same way. like you'll have 10x the lead flow and

[12:00] YouTube https://youtu.be/HlK_MeYWKEs?t=713 || Helping a $60M real estate agency break its income ceiling
assuming you close three out of four instead of 100% because instead of a a grand slam offer it's a home run offer right um then you'll still have tripled the business and then would you change all the marketing and all the sorry 8x the business excuse me all the outbound to just target the CPAs or would you still have some for the

[12:22] YouTube https://youtu.be/HlK_MeYWKEs?t=735 || Helping a $60M real estate agency break its income ceiling
direct to consumer well what percentage right now is coming from the CPAs I would say probably like 60 70% % and the other third is from what either word of mouth coming you know recurring or literally people finding me on Instagram after I haven't posted a month right yeah I think um I think the CPA is the

[12:39] YouTube https://youtu.be/HlK_MeYWKEs?t=752 || Helping a $60M real estate agency break its income ceiling
is the primary channel like you've gotten 60% of your revenue from four people I just think great how do we have 40 or 400 to me that's the entire game yeah and then the the the customers that are coming back they'll come back they're they're they're either coming back or they're referring us now at this

[12:55] YouTube https://youtu.be/HlK_MeYWKEs?t=768 || Helping a $60M real estate agency break its income ceiling
point because they know but the like I see that as the repeat business which let's just carve out for sake of like where does new business come from? 100% of new business comes from the CPAs almost besides the one or two that come from Instagram. So if that's the case, the big point of leverage in this thing is that each CPA

[13:11] YouTube https://youtu.be/HlK_MeYWKEs?t=784 || Helping a $60M real estate agency break its income ceiling
firm, let's say, is roughly worth 500 to 750,000 a year in commissions to you. So that's a lot of money per CPA firm, which means you can get really aggressive in attracting them um to send you business. And my margins on that business are like 90%. Right. technically 88 because I got to pay my broker,

[13:28] YouTube https://youtu.be/HlK_MeYWKEs?t=801 || Helping a $60M real estate agency break its income ceiling
right? But I think that's the I think that's the that's that's the way that I would I would do it. Like if I were to attack the business today, I'd lop this part off. If I confident, which I am, that you can sell houses without saying I also do the management. I think you've got the sales chops to do that. Um

[13:42] YouTube https://youtu.be/HlK_MeYWKEs?t=815 || Helping a $60M real estate agency break its income ceiling
you'll sell way more houses because you'll get half your time back or more. And you can take that time to go get from four CPAs to 40 CPAs. That to me is the game plan. Awesome. Thank you as always. Appreciate you, man. Congrats. four years ago. You changed my life. January, you changed your life. If you're a business owner and you are

[14:02] YouTube https://youtu.be/HlK_MeYWKEs?t=835 || Helping a $60M real estate agency break its income ceiling
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 got stuck

[14:16] YouTube https://youtu.be/HlK_MeYWKEs?t=849 || Helping a $60M real estate agency break its income ceiling
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 functions of the business across product, marketing,

[14:28] YouTube https://youtu.be/HlK_MeYWKEs?t=861 || Helping a $60M real estate agency break its income ceiling
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

[14:42] YouTube https://youtu.be/HlK_MeYWKEs?t=875 || Helping a $60M real estate agency break its income ceiling
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 Grow Your Business SO Fast in 2026 It Feels ILLEGAL
URL: https://youtu.be/HxEQCHpZzHk
PRIMARY_TOPIC: leads
TOPICS: leads, ads,scaling,leads

[0:00] YouTube https://youtu.be/HxEQCHpZzHk?t=0 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
the last three companies I founded and sold grew so fast it felt illegal us Allen got to $1.2 million per month at the end of the first year Prestige Labs got to $1.5 million per month by the end of the first year and gym launch got to over $2 million per month by the end of the first year I'm going to show you the

[0:17] YouTube https://youtu.be/HxEQCHpZzHk?t=10 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
strongest growth levers I used to get these results so that you can too let's start with the first one which is nobody knows you exist and if you're under $1 million in Revenue I can virtually guarantee that basically everyone on Earth doesn't know you exist and so the first four hours of every day should be dedicated to solving that problem and going from obscurity to being aware and

[0:38] YouTube https://youtu.be/HxEQCHpZzHk?t=31 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
so we do that by doing the core for more which is you have to do more Outreach cold or warm you have to make more content or you got to run ads but the thing is is you don't need to do all of them you pick one you go all in and that's what you spend your first four hours every single day on now the reason that I talk about advertising more so

[0:54] YouTube https://youtu.be/HxEQCHpZzHk?t=47 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
much is that advertising is a boom and if you're like what's a boom it's actually a term that I started using inter for our business which is a business order of magnitude change all right and so fundamentally if you think about a business there are many things that you can optimize so you can increase your close rate by 10% you can increase your your conversion rate on

[1:12] YouTube https://youtu.be/HxEQCHpZzHk?t=65 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
your on your optin page by 10% you can increase your email followup all of those things are optimizations and so the problem is with optimizations you can only go to 100% they're capped but with advertising you can in a very real way 100x the amount of people who find out about your business and one of the key that small business owners get stuck in is they get in this little optimization mouse trap where they're like I need to move this oh I I I I I

[1:36] YouTube https://youtu.be/HxEQCHpZzHk?t=89 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
was at 10.1 1:1 and now I need to be at at 10.2 to1 it's like dude just get a 100 times the leads and your business will grow so here's what most people think when they think about their given Marketplace so let's say you're a local dry cleaner all right you see that you're advertising on Facebook and so you see you have the whole pie and so

[1:53] YouTube https://youtu.be/HxEQCHpZzHk?t=106 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
you're happy so that's just you then you have you plus one other person then all of a sudden you've got half of the pie then it's you plus three other people in the marketplace and now you feel sad but the reality is the marketplace is significantly bigger than you ever give it credit for there are so many humans on Earth this is what it looks like in reality you're actually only advertising

[2:16] YouTube https://youtu.be/HxEQCHpZzHk?t=129 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
on one of four different methods and the way that you're doing it is only on one slice of the medium and then within that you have your tiny little quarter that you're taking up and so the marketplace has so many different ways they can communicate using each of the methods of communication so for example if I'm talking about content I'm like oh there's somebody else in my Marketplace who's marketing on Instagram Okay cool so there's that but isn't

[2:40] YouTube https://youtu.be/HxEQCHpZzHk?t=153 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
there also other platforms you can do it on and don't you think that maybe there's enough people in your Marketplace to satisfy your business probably the amount of times that I would have a gym owner for example who'd come to me and say hey there's this other guy in the marketplace who's now running Facebook ads I'm like you only need 200 people in your gym to be

[2:55] YouTube https://youtu.be/HxEQCHpZzHk?t=168 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
incredibly profitable and right now the last time I checked you've got 1 million people in your city and so you just have to get 200 of them and so if there's 10 others or 100 other gyms that are advertising your era even on the same platform you still just need to get 0.002% of that audience to just come to you and so you think that as these people enter you're losing market share

[3:18] YouTube https://youtu.be/HxEQCHpZzHk?t=191 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
but the reality is you're this tiny little spec and most people don't even know you exist so the next growth principle is instead of trying to beat your competition shrink your competition Eminem has responded to hate in two ways publicly that I absolutely love so the first is that when will frell confronted him about some things that Afrojack had said to him he said hey afrojack's been

[3:41] YouTube https://youtu.be/HxEQCHpZzHk?t=214 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
talking trash do you have anything to say about it and Eminem just said who and then will faroh repeated the statement and then he just looked at him and he was like who and he was like okay yep that's what I thought and so the first is I'm so big I can't hear him the secondary is that you kill them with

[3:58] YouTube https://youtu.be/HxEQCHpZzHk?t=231 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
kindness right so either grow so big that no one can see them or hear them or you meet them where they're at on a different game which is you play on kindness and Grace and so in 8 Mile Eminem tries to claim all of the flaws that he has so that no one else can say anything and so I get hit on a lot not like that uh for talking about working a lot people are like that's not healthy

[4:21] YouTube https://youtu.be/HxEQCHpZzHk?t=254 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
and of course I try to put disclaimers in every video I'm like do whatever you want right um I get uh hit on for like oh I think he's he's trying to make money duh I try to say it all the time but people assume that I am trying to hide this from my owns of course I'm trying to make money I'm in business

[4:36] YouTube https://youtu.be/HxEQCHpZzHk?t=269 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
that's the whole point I do this and that way if I always start with I'm here to make money when I do something nice then people are like oh well that was nice of him rather than me claiming that I I have to be the Super kind whatever person and then when I try and make money people are like ah shake their finger at me like it's not good and so I

[4:52] YouTube https://youtu.be/HxEQCHpZzHk?t=285 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
try and learn from mem and just take all of the negatives that I can think that somebody would possibly say and then just claim them as my own because yes we are all flawed and none of us are perfect and so for some reason we are bothered when someone else points out our imperfections that we would readily State ourselves we know we have

[5:07] YouTube https://youtu.be/HxEQCHpZzHk?t=300 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
deficiencies what you want to do is overwhelm the marketplace so that you drown them out you want to be so loud that no one else can hear them you shrink them into irrelevance by comparison and so there's two ways that you can become the tallest building right you can knock everyone else down or you grow so that they become smaller in comparison to you and so everyone sees their little building and thinks oh no I should knock all my competitors

[5:32] YouTube https://youtu.be/HxEQCHpZzHk?t=325 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
down right when in reality all you need to do is build the biggest absolute building there and the thing is is that you're going to block out the Sun and your Shadow will be so big that no one can even see these people and let me tell you a story about this when I launched my last book 00 million leads I spent a tremendous amount of time and effort across I think at the time we had

[5:53] YouTube https://youtu.be/HxEQCHpZzHk?t=346 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
sevenish million uh subscribers or you know audience size across all platforms I emailed a bunch I made a ton of com content we spent money on ads we did Outreach we had Affiliates going we had all these different channels going to get as many people as possible to the launch and when I walk around Las Vegas

[6:09] YouTube https://youtu.be/HxEQCHpZzHk?t=362 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
because I live here I will usually get stopped about three-ish times when I do about a 60-minute walk uh mind you I walk in a crowded area so it's not like I'm just like walking in the neighborhood because then that would just be weird anyways and of course you should be recognized by your neighbors but I'll get stopped by three people and

[6:25] YouTube https://youtu.be/HxEQCHpZzHk?t=378 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
every time for the month leading up to the launch I would be like hey you going to the book launch 19 times out of 20 the people would look at me and be like what's the book launch and I was like how do you not know about this right but it was this wonderful reminder that most people when you get tired of your

[6:41] YouTube https://youtu.be/HxEQCHpZzHk?t=394 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
advertising most people don't even know your first name if you have diluted yourself into thinking that you should only have to say something once and somehow everyone in the entire world has heard you say that thing you are kidding yourself you need to become a master of $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com

[6:58] YouTube https://youtu.be/HxEQCHpZzHk?t=411 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
variety in terms of of how you can resay the same thing in different ways and taking the natural extreme there's this fallacy that most small business owners think and myself- included for years I thought this was that repetition in and of itself is somehow bad so let me explain there's probably people on the internet I personally follow a bunch of philosophy accounts and so most of the

[7:21] YouTube https://youtu.be/HxEQCHpZzHk?t=434 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
philosophers are dead and yet I still love to see the quotes they have because they remind me of the things that I want to follow the way that I want to live and it's not like oh another senica quote does this guy never give up it's like he's dead he hasn't come up with a new quote in 2,000 years and yet I still like seeing the quotes even though I know I've seen them before and often times you serve that role for your

[7:48] YouTube https://youtu.be/HxEQCHpZzHk?t=461 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
audience more than anything else like we think that it's like oh I've said this one thing therefore they have all changed out their behavior immediately and they never need to learn that again but the biggest lesson that I've learned is that people need to be more reminded then they need to be taught and in the off chance that you've received hate or you have a competitor who's talking crap

[8:05] YouTube https://youtu.be/HxEQCHpZzHk?t=478 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
and it happens this counts double so instead of trying to beat them or prove them wrong you only have two options option one is you grow so big that no one can even hear them the alternative is that you kill them with kindness which is that you do not beat them by proving that you are right you beat them by proving that

[8:29] YouTube https://youtu.be/HxEQCHpZzHk?t=502 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
you are kind and then by comparison they will look bad and so I can only thing I can tell you about having dealt with plenty of it in my day is that on the occasion that I do choose to respond to hate I try to respond with kindness and so someone can just absolutely tear me one and just say like this guy sucks he's terrible whatever right I will then usually say hey you're right I'm a super

[8:53] YouTube https://youtu.be/HxEQCHpZzHk?t=526 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
flawed person um that being said it seems like you've developed like a big audience here and they seem to like you and so congrats on your your success right when someone sees that it's very hard for everyone to be like man that guy sucks it's just like now if I were to try and like list out all the points all I do is invite more back and forth

[9:10] YouTube https://youtu.be/HxEQCHpZzHk?t=543 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
which I don't want to do and it's a waste of my time and so instead you start all hate responses with you are right because it's all they want to hear and there's really nothing else to say after that and so what's interesting is that often times hate if you boil it down comes down to I do not prefer the

[9:26] YouTube https://youtu.be/HxEQCHpZzHk?t=559 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
way this person does things I have a different preference and it's like great right like I I make money one way he makes money another way and therefore he is wrong it's like no you just do the way you want which is awesome because you do it your way and they do it their way and the people who are attract to

[9:42] YouTube https://youtu.be/HxEQCHpZzHk?t=575 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
that will do that and the people attract to you will do yours and great like I mean of course there's engagement baiting and things like that because you know people people want to get views and all that and I and I respect it I get it um but but big picture I think you can't take it um you can't take it personally because whenever I I fall into that

[9:58] YouTube https://youtu.be/HxEQCHpZzHk?t=591 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
little trap I think to myself I'm a relatively developed monkey that is sitting on a little Blue Marble in a solar system that's in one of a billion galaxies and I'm worried about some screen that has words on it of a madeup language that we had in the last 1500 years of how we communicate face noise

[10:13] YouTube https://youtu.be/HxEQCHpZzHk?t=606 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
to each other and when I think about that I think you know this would be pretty silly for me to like ruin a day over so the third big growth lever and this one's massive is clear not clever all right so what do I mean by that well when I looked at the highest converting ads that I had run and I do this pretty regular I look for different components

[10:32] YouTube https://youtu.be/HxEQCHpZzHk?t=625 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
sometimes I'm like What's the hook sometimes I'm like what's the color scheme what's the what's the visuals that are being displayed in the first however many seconds and in this one particular pass I just looked at the grade level of the language that was being spoken and the reason I looked at that it was I think it was a you know one or two election Cycles ago I had

[10:48] YouTube https://youtu.be/HxEQCHpZzHk?t=641 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
heard this research study that had stated that the president who spoke in the lowest grade language was the one that won the election over and over again and when I heard that I see presidential elections fundamentally as massive brand campaigns and so I see that as they were able to communicate a message to a higher percentage of the population because they lowered the barrier to entry of comprehension

[11:10] YouTube https://youtu.be/HxEQCHpZzHk?t=663 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
meaning more people got what they said and so when I hear that I thought man I like to use all these big fancy College words and no one knows what I'm saying and so all I do is feed my ego not my bank account and so I made one of my big marking rules clear not clever and so you want to take whatever communication is look at your landing pages look at your ad copy look at the words you're

[11:33] YouTube https://youtu.be/HxEQCHpZzHk?t=686 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
saying in your content and say does a third grader understand this and the point that some people try to make as a counter is like oh I don't want to talk down to my audience no when you speak in a more broken down manner you help the experts understand it more easily and you help the beginners understand it for the first time and so it's not that experts are all of a sudden saying oh no I I don't believe that because listen we get tons of very big companies that come

[11:57] YouTube https://youtu.be/HxEQCHpZzHk?t=710 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
to acquisition. comom for investment and the the guys who run those companies very intelligent but I try to make my videos in a way that people can't understand them because who who do I who do I prove when I use a big word and then all of a sudden 3ars of the audience can't understand it and if the

[12:13] YouTube https://youtu.be/HxEQCHpZzHk?t=726 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
point of me making these videos is to make real business education accessible for everyone part of it making it accessible is making it interesting making it fun and making it comprehensible which is a fancy word for understandable and what you guys don't see behind the scenes is that I will typically selfed and so I said distilled earlier in a sentence than I said broken down for experts it because I said distilled and I was like I have to use a

[12:36] YouTube https://youtu.be/HxEQCHpZzHk?t=749 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
different word broken down and then I said comprehensible and then I said fancy word for understandable and so I try to constantly catch myself in this and it's also made me a significantly more effective leader so if I'm trying to communicate with my team I'm not trying to say big words I don't want to impress them I want to change what they

[12:52] YouTube https://youtu.be/HxEQCHpZzHk?t=765 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
do and so I I've taken this to such an extreme that with my books I just use little little stick figures right I have these little drawing it's like oh look 13 minutes here's a guy who's walking on a path look little apple orange big dollar sign little dollar sign right we try to make this as simple as possible so that people can understand what's actually

[13:08] YouTube https://youtu.be/HxEQCHpZzHk?t=781 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
going on because if you can explain it to a third grader and this is Richard fan who said this who famous physicist he said if you can explain it to a third grader then you understand it if you can't you don't and you need to understand it better so that you can break it down and so the broader the audience the broader the analogy and the simpler the language and so I'll give

[13:24] YouTube https://youtu.be/HxEQCHpZzHk?t=797 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
you an example one element is the grade language of the words you use the second is what visuals or stories you use to depict them and so if I'm talking to mechanics I might use an analogy where I relate something they understand cars to something they might not understand a business right if I wanted to teach a

[13:40] YouTube https://youtu.be/HxEQCHpZzHk?t=813 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
specific concept if I was talking to the same uh I was trying to teach the same concept but I was teaching it to Realtors then I would probably use a house analogy if I was teaching it to baseball people I would probably use a baseball analogy right and so if you have a narrow down audience you'll increase comprehension by using

[13:57] YouTube https://youtu.be/HxEQCHpZzHk?t=830 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
analogies that they all understand if you're talking to a broader audience then you need to have a broader slice of the market probably a more human experience that all of them have so if I'm talking to everyone I might talk about food I might talk about sleep I might talk about driving right because

[14:13] YouTube https://youtu.be/HxEQCHpZzHk?t=846 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
most people do that assuming I'm not talking to children and so you have to match the analogy to the history of learning from the people that you're trying to communicate to and this is what takes your marketing and your advertising and puts it on steroids and to put this to the test this is something you can do right now look at whatever emails you send run them through a reading grading level

[14:39] YouTube https://youtu.be/HxEQCHpZzHk?t=872 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
app keep working on it until it's below fifth grade minimum third grade if you're awesome and then send it I did this to our email follow-ups and had a 50% increase in conversion I didn't change anything about what I said but I saw that as I got 50% more people to understand because the goal here is to decreas increase the friction of comprehension so if we think about the

[15:01] YouTube https://youtu.be/HxEQCHpZzHk?t=894 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
elements of value speed ease time delay these elements are all impacted by complexity and so something complex takes longer to understand it takes more effort right and so and it's harder right and so instead what we want to do is say okay how do I make it easy and faster okay well then I'll just speak in a way that everyone understands the next massive growth lever is proof over

[15:26] YouTube https://youtu.be/HxEQCHpZzHk?t=919 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
promise all right and so with this means is that in my earlier days I would spend so much time on my promise right and I wrote a whole book on promises which is basically offers right and I would obsess about the offer but and the offer is super important but the only thing $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com

[15:43] YouTube https://youtu.be/HxEQCHpZzHk?t=936 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
that's more important is proof all right so let me give you two hypothetical examples let's say that you've got business one that's selling Thing One and business two that's selling thing two well let's say they still compete for more or less the same audience and business 2 says we'll do X we'll do y we'll do Z we'll do W and we'll

[16:00] YouTube https://youtu.be/HxEQCHpZzHk?t=953 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
16 minutes guarantee X Y and Z right and you look at their reviews and they've got a five-star rating and they've got one review the other company says we'll do X and they've got 11382 five stars and they've got a 4.7 who do you buy from this guy obviously but why this guy has a better promise because you believe this guy and so you want to have proof up to your eyeballs proof is your single highest

[16:29] YouTube https://youtu.be/HxEQCHpZzHk?t=982 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
EST priority as a business owner or marketer or Advertiser or promoter for your business it is the one thing that you prioritize before I enter any new space launch a new product the first thing that I do is try and get beta users I work for free in exchange for testimonials reviews and feedback and

[16:45] YouTube https://youtu.be/HxEQCHpZzHk?t=998 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
sometimes referrals if I'm lucky but in the beginning that is the highest most valuable thing that you can do so people will say things like never work for free and you only hear that from people who don't make that much money if you make a lot of money you will know that you spend so much time in the free phas because getting the product right is so important is such high leverage and so

[17:07] YouTube https://youtu.be/HxEQCHpZzHk?t=1020 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
the proof process both makes you convicted because you get the opportunity of many feedback loops to make your product better so that you then can collect the positive feedback that you can then advertise to get more people like those customers and the most compelling way to advertise anything is show don't sell

[17:30] YouTube https://youtu.be/HxEQCHpZzHk?t=1043 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
and if I just stand here and said nothing and I said and I just stated the facts and told the truth and I said I have 11382 reviews and our average review is 4.7 and I make pasta really good and then or I have one review from my mama and I make super fragile calistic X docious pasta guaranteed which which one do you like better obviously this one you don't need to say

[18:03] YouTube https://youtu.be/HxEQCHpZzHk?t=1076 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
much more the proof is the pudding the most important part of a message is the messenger themselves they're inextricably linked from the thing that's being communicated and this is what people seem to miss when they're making content which is why I'm a big advocate of do epic stuff first then talk about what you did and if the stuff that you didn't do is epic focus more on

[18:24] YouTube https://youtu.be/HxEQCHpZzHk?t=1097 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
the doing epic stuff not on the talking about it and so I started this channel uh with a commitment to a vendor saying I'll make three YouTube videos a week and I was busy and I was like I'm just going to hit a webcam and I'm going to talk to the camera and that is how this channel was started and the only reason

[18:40] YouTube https://youtu.be/HxEQCHpZzHk?t=1113 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
in my opinion that people decided to listen was because I just so happened to have sold a company for just under $50 million and so because of that there was proof that I was able to deliver on the promise whereas somebody else might have a totally beautiful studio and have all these things but they just forgot the

[18:59] YouTube https://youtu.be/HxEQCHpZzHk?t=1132 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
one most important thing which is why should I listen to you and so it either is going to have to be proof that you generated for yourself or proof from other people saying that you help them achieve that thing if any of these growth principles help you in thinking about your business differently so that

[19:14] YouTube https://youtu.be/HxEQCHpZzHk?t=1147 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
you can scale faster or you need to sendage your team it would mean the world to me if you shared it um that's my only ask and appreciate it so the next big thing is the hook now you're like okay I've heard about hooks before not the way that I'm going to talk about it all right so so the hook is greater

[19:30] YouTube https://youtu.be/HxEQCHpZzHk?t=1163 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
than everything now you're like wait a second I thought proof was greater than everything well the proof is going to be contained in the thing but no one's going to see the proof unless you have a good hook all right and so the one thing that I think has consistently been reinforced and it's just like a greater and greater percentage of my time is allocated towards this one part of my advertising that grows my company the

[19:47] YouTube https://youtu.be/HxEQCHpZzHk?t=1180 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
most is I search for the best Hooks and then I don't convince myself that I'm more creative than I think I am and I just keep using the ones that work so think about it like this these are the only four things that you can do to advertise any business you can warm Outreach so reaching out 10 one to people you know cold Outreach reaching one one to people you don't know you can run paid ads which is going one to many to people you don't know or you can post content which is one to many to people

[20:10] YouTube https://youtu.be/HxEQCHpZzHk?t=1203 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
you do know and in each of these four situations you can double triple 5x the amount of people who open and respond who click and watch your ad who uh watch your content all the way to the end and if you do something like that and you do increase the clickr rate by go from 1% % to 5% or 2% to 10% which absolutely can happen when you do

[20:34] YouTube https://youtu.be/HxEQCHpZzHk?t=1227 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
that you in a very real way can 2x 3x 4X 5x your business with just that one thing remember I talked about earlier that advertising is a boom it's it's an order of magnitude change well what other one thing can you just tweak that then opens up the flow to the entire business based on how good the first five seconds are or the first one second

[20:59] YouTube https://youtu.be/HxEQCHpZzHk?t=1252 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
and so in thinking about hooks I think about both the visual hook as in what's happening what that people can see and then there's the auditory or or verbal hook which is what are the actual words that are being communicated and we have right now we reviewed our top YouTube videos of all time and I made a video

[21:16] YouTube https://youtu.be/HxEQCHpZzHk?t=1269 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
about six months ago saying what we found which is our hook formula is proof promise plan and so if you have the opportunity to make content make make ads run cold outbound if you can include these I can almost guarantee that you will do better than if you include none of them and this is a force multiplier on any kind of advertising you do and so when I think about like all the different things all the effort that

[21:42] YouTube https://youtu.be/HxEQCHpZzHk?t=1295 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
goes into advertising a business if I can just do one thing and the crazy part about hooks is they're the shortest part they're the shortest part of the whole darn thing and this is where David Ogie says if you have written your headline you've spent 80 cents of your advertising dollar the more advanced the

[21:58] YouTube https://youtu.be/HxEQCHpZzHk?t=1311 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
advertis is that I meet whether it's a content creator somebody who's on outbound somebody who makes paid ads the more obsessive they are on the first frame the first impression that someone gets because they know one it increases the likel that the person's going to watch the rest of it and then potentially buy and then two it changes

[22:15] YouTube https://youtu.be/HxEQCHpZzHk?t=1328 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
their entire perception of what follows so we actually looked at this uh for speakers at an event which was if we change the intro the the one to two minute intro that we had for a 60-minute talk talk the person's net promoter score so what people rated them in terms of how good they were changed massively even though the actual presentation was the same so simply how we framed the

[22:40] YouTube https://youtu.be/HxEQCHpZzHk?t=1353 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
presenter the person that even gotten up on stage yet changed how everything they did afterwards was perceived and so if there's two minutes that can influence the score that you get the customer satisfaction the amount of prospects the one thing to focus on is nail the hook let me show you the force multiplication

[22:57] YouTube https://youtu.be/HxEQCHpZzHk?t=1370 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
of this we just started reviewing uh short form content on the content team and just doing a more regular activity of saying like what are the things that make uh content do well and there was a video that we were like we think this thing is good and so all we did is we took the same video that got like 40,000

[23:13] YouTube https://youtu.be/HxEQCHpZzHk?t=1386 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
views and then we just chopped out the first three seconds that was kind of like getting into the into the video before the actual real Hook was delivered and by snipping those three seconds and then just starting where the hook really was it went from a 40,000 view video to a 780,000 video so you're talking about a 19x Improvement so I'm talking about you know 1% 2% I'm talking 19x that is why obsessing over the Hoke

[23:38] YouTube https://youtu.be/HxEQCHpZzHk?t=1411 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
is so important so the next big growth lever that gave us the super fast growth was more so I talk about more better and new as the three primary strategies of growth you either do more of what's already working you do what you're doing to make it work better or you do something entirely new now most entrepreneurs love doing new stuff and that's why it's called shiny object syndrome and it's a Cancer and you

[24:02] YouTube https://youtu.be/HxEQCHpZzHk?t=1435 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
should get that looked at but the very boring answer is the mundane more you have to master more and it's going instead of zero to one which is what most people love doing oh my God I finally got it to work but actually doing one to end which is how do I do as this thing as many times as seemly possible without wanting to kill myself and so here's the actual math explanation of this more is typically

[24:26] YouTube https://youtu.be/HxEQCHpZzHk?t=1459 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
the highest risk adjusted turn strategy all right and so what that means is if you can do something and you already know it works the likelihood that the next thing you do works is much smaller and so this is why once you have a control meaning you have um a specific landing page or ad or copy or email that you know converts whenever you deviate

[24:50] YouTube https://youtu.be/HxEQCHpZzHk?t=1483 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
from a high converting advertisement the likelihood that the variant is going to beat it is typically low and so you have to try a bunch of variations cuz all you're doing is messing something up that actually already works if you had one sales guy and he's closing at 30% well you could try and obsess to get him to 35 or 40% and that would be material you know get a 25% lift overall

[25:15] YouTube https://youtu.be/HxEQCHpZzHk?t=1508 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
30 to 40% to 25% Improvement but you know what would be even cooler just hire three more guys and then you have a 4X or a 300% Improvement and so it's like I could get a 25% Improvement or I could get a 300% Improvement and me trying to change up the sales script also has a significant shot of me taking it from 30 down to 20 because it's a change and so here's the thing is that when you change

[25:39] YouTube https://youtu.be/HxEQCHpZzHk?t=1532 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
anything you guarantee you incur the cost of change but you do not guarantee that you get the benefit of change and so in each of the core four methods you do more Outreach which is cold or warm you go from 100 reach outs a day to 200 reach outs a day paid ads you go from $100 a day to $200 a day you go from posting content you go from posting once a day to twice a day right those are how you do more and when I talk to the most

[26:03] YouTube https://youtu.be/HxEQCHpZzHk?t=1556 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
experienced advertisers that I know the most experienced business people that I know the most common theme we talk about is we kind of laugh in the back room of like if people just people just don't know how much more they can do that's that's honestly the real that's the real is that when I when I when I have conversations with small business owners

[26:19] YouTube https://youtu.be/HxEQCHpZzHk?t=1572 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
they're like hey I don't think I can do any more uh ads you know I'm running I'm I'm already running $1,000 a day I'm like I mean dude there's businesses that run like two million a day and so you usually have so much more Runway than you think you do and sometimes you just need someone ahead of you to be like

[26:35] YouTube https://youtu.be/HxEQCHpZzHk?t=1588 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
dude you can like 10x this and nothing's going to change but they think because of whatever mental limitation they have are like you've never spent that much money on on an ad before you've never made that am is it goingon to hurt my account no they want you to make good content is it going to hurt my ads no they want you to spend money is it gonna

[26:51] YouTube https://youtu.be/HxEQCHpZzHk?t=1604 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
is it going to hurt my my you're going to people who've never met you before so why would they know that you've sent it to another 100 people right is that there's this these perceived fears but most of the times it's just between your ears I'll tell you guys a quick story about this so when I had my first I would say real business uh which is my

[27:07] YouTube https://youtu.be/HxEQCHpZzHk?t=1620 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
first location of my first gym I had a mentor and he was a really good local marketer and so he had a strategy for his tning salons where he would bring in I mean thousands of customers every single uh every single quarter and what he did was he would put out flyers he just put flyers on cars and then had like a you know free VIP gift card and people would come in redeem them you flip them into memberships and so I figured okay I'll just run the same play

[27:31] YouTube https://youtu.be/HxEQCHpZzHk?t=1644 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
and so I did the Flyers and I put 300 Flyers out and I waited by the phone being like Oh my God I'm going get 300 people in here it's going to be sick and what happened well my phone only rang once from the Flyers and when I picked up the phone uh the guy was like hey did you put the flyer on my car and I was like yeah I did I like what time you but he cut me off and he was like you

[27:53] YouTube https://youtu.be/HxEQCHpZzHk?t=1666 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
damaged my Mercedes and I was like click and I I didn't know what to do um and as soon as i i i i and thankfully he never called me back because I definitely had didn't have the money to fix any Mercedes at that time um I called uh uh my mentor back up you know a week or two later once it was clear that no one else was going to call I said he said hey how' the Flyers work out and I was like well they didn't work out at all actually you know I was like taking some

[28:17] YouTube https://youtu.be/HxEQCHpZzHk?t=1690 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
attitude with him he was like oh what was your test size and he like he didn't take the bait he was like oh what was your test size and uh I said well what do you mean he was like well like what' you test with before you like did the real campaign and I was like oh well I I mean I put 300 out and he was like 300

[28:34] YouTube https://youtu.be/HxEQCHpZzHk?t=1707 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
he's like you can't know anything with 300 I was like what do you mean he's like I test with 5,000 he's like and then we put out uh 5,000 a day for 30 days and so I was looking at his results from 150,000 Flyers over 30 days and comparing them to my results of 300 in a day and once I saw that ju to position I was like got it I will never make this mistake again it was very embarrassing

[29:07] YouTube https://youtu.be/HxEQCHpZzHk?t=1740 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
for me because I was on the right path I just didn't do enough and so one of the big metal lessons of this is that what presents as volatility is typically a symptom of low volume so if you're like man I only get like you know a sale every week or every other week it's kind of like you know it's you know most days I don't get a sale and then every once in a while I get one it only appears volatile because you're

[29:31] YouTube https://youtu.be/HxEQCHpZzHk?t=1764 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
doing so little per day but if I looked at your year and saw that you closed about let's say 12 customers in that year you closed one a month for example every every three or four weeks you get a customer well all I would do is look at your entire advertising activity for the year and say okay if we wanted to get 12 customers a day we would have to do 365 times more advertising than we

[29:54] YouTube https://youtu.be/HxEQCHpZzHk?t=1787 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
currently do and if we did that on a daily basis we would get 12 customers a day and so you just take your to calendar horizontally and then you flip it vertically for a day and that is how much volume is required and so most people just think that it's like oh they're they can't be doing more than like twice as much as me but in my experience the people who are crushing it literally are doing a thousand times more than you and that's the part that

[30:15] YouTube https://youtu.be/HxEQCHpZzHk?t=1808 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
like until you sometimes you hear it or you have someone ahead of you say it it doesn't become real for you and it's why I make these videos is to try and like push as much you know out of out of my brain and and history so that you can just get the story without the scar um and that's and that's that's the whole point okay so once you're like okay I

[30:32] YouTube https://youtu.be/HxEQCHpZzHk?t=1825 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
have something that's working I should just do way more of that awesome well the next thing the next power lever here is word of mouth and it's not the way that you think so Word of Mouth people are familiar with referrals you know customers uh tell other customers or other prospects that your stuff is good

[30:48] YouTube https://youtu.be/HxEQCHpZzHk?t=1841 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
but what a lot of people don't understand is that negative word of mouth is significantly stronger and faster than positive and so Disney did this big study where they found that it takes 37 tragic moments to make up for one magic moment and versus uh there's basically like a 5x versus 37x on uh if someone has a good experience they tell five people if someone has a bad experience they tell like everybody and

[31:14] YouTube https://youtu.be/HxEQCHpZzHk?t=1867 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
so a new business owner often will get customers pretty cheaply and then all of a sudden costs start going up and part of the reason that costs go up faster because you can actually put math to this which is understanding the difference between CPM which is cost per impression um and it's like why is it m

[31:30] YouTube https://youtu.be/HxEQCHpZzHk?t=1883 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
it's mil which is French for thousand so it cost for thousand Impressions um versus CPL which is cost per lead all right and so if your cpms more or less stay the same but your cost per lead has 2x or 3x or 4X well if it's not costing you more to reach those people then it means that fewer of them are responding

[31:52] YouTube https://youtu.be/HxEQCHpZzHk?t=1905 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
and if that's the case and you're just going to still relatively warm markets then the issue is that instead of having 32 minutes positive word of mouth working for you we should be actively lowering the amount of cost that it takes to get a new customer you have Word of Mouth working against you and so people who would otherwise purchase from you heard something negative and then choose not to and so now all of a sudden you have

[32:17] YouTube https://youtu.be/HxEQCHpZzHk?t=1930 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
to reach three times the amount of people because two out of the three people who would have gone and bought your thing heard it was bad and then now you only have one person who's just heard nothing and so over time the percentage of the audience that's neutral or hasn't heard of you gets smaller and smaller and smaller and so

[32:34] YouTube https://youtu.be/HxEQCHpZzHk?t=1947 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
it's way harder to grow off a word of mouth that's positive but it's really easy to get crushed on negative word of mouth and for whatever reason no business owner ever claims that they have negative word of mouth but I can tell you half of you are below average that's a fact and this is why I emphasize the proof over promise earlier on so much because if I'm going to get

[32:56] YouTube https://youtu.be/HxEQCHpZzHk?t=1969 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
negative word of the mouth which I know I am if I'm starting out I want to keep that as concentrated and quiet as possible I don't want anybody to know right and so of course I'm not going to charge the money because the last thing I want to do is also have their money when they're upset right so it's like hey I'm making this trade you're going to get stuff it's probably going not be

[33:12] YouTube https://youtu.be/HxEQCHpZzHk?t=1985 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
that good my only ask is you give me feedback right tell me how I can make this right tell me how I can make it better right and when you ask those types of questions you get the types of answers that can ultimately create more value for the customer and then once you get positive feedback positive feedback positive feedback now you have something that people actually want they you can

[33:28] YouTube https://youtu.be/HxEQCHpZzHk?t=2001 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
need introduce strangers to it and of course you're going to roll into the next issue which is okay how do I keep that consistent because now it's not me doing everything I've got a team and we'll get into that ah this is a really good one so the next big growth lever is steel uh oh what am I what am I about to say

[33:43] YouTube https://youtu.be/HxEQCHpZzHk?t=2016 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
from yourself so one of our portfolio companies which is very large hired a new advertising director and that advertising director had came in with lots of new ideas and so the founder because he wanted to teach an important lesson to the advertising director said sure let's let's do all of your ideas and so he sat there he said the scripts

[34:00] YouTube https://youtu.be/HxEQCHpZzHk?t=2033 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
34 minutes he you know he he recorded all these ads he took multiple days to do it and what ended up happening is that they ran all the ads and they didn't work and so he said hey crazy idea what if we use the same hook that's been working for three years and they used the same Hook and the ads worked and so think about it like this Nike on its second year after just do it wasn't like hey just do it

[34:25] YouTube https://youtu.be/HxEQCHpZzHk?t=2058 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
kind of old let's switch it up it's it's like when you find a message that converts you keep hammering the message when you find the ad Hooks and you find the the the processes that work well for you most times you'd be better served just continuing to reuse it because you will get bored of it far before your customers ever do so believe it or not there's actually math to support this so

[34:50] YouTube https://youtu.be/HxEQCHpZzHk?t=2083 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
uh Sergey brenn and Larry Page I can't remember which one of them uh is like a brilliant mathematician and actually was able to prove this ratio out and so when you're stealing from yourself you want 70% of all of your effort to go into basically carbon copying the thing that works and this works across all functions this works for a sales script this works for product this works for reinvestment activities like this rule works the

[35:13] YouTube https://youtu.be/HxEQCHpZzHk?t=2106 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
second is adjacent so something that's just like one degree removed right so it's close to the core of what you normally do okay so instead of saying uh starting a school Community is the fastest way to start an online business right I could say that would be a hook and it's a hook that worked I could say um one of the fastest ways to start an

[35:29] YouTube https://youtu.be/HxEQCHpZzHk?t=2122 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
online business to start a school Community right that would be a variation of something that we knew that those words worked but it would be adjacent to it not the exact carbon copy but similar now 10 is that means that one out of 10 of the things that you're putting your effort towards all right would be something that's brand sping

[35:44] YouTube https://youtu.be/HxEQCHpZzHk?t=2137 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
new completely you know out of left field and when you look at your effort in your business I can almost guarantee you that you have this flipped and I only say this because uh I speak from experience um is that this is what I would do I 36 minutes would spend 70% of my time on new crazy things new ideas all the stuff that excited me and then 20% I'd be like oh yeah um I'll do something kind of

[36:08] YouTube https://youtu.be/HxEQCHpZzHk?t=2161 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
different from what I was doing before and then 10% I'll be like fine I'll I'll maybe and this is this is a maybe most times like oh I already use that use that Hook Once I don't want to use it again I don't want to use the same hook that worked before in another ad it's silly also a different version of uh this from an advertising perspective of the 20% is you use the

[36:24] YouTube https://youtu.be/HxEQCHpZzHk?t=2177 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
exact same hook you have a different background so it's uh just like a different variation so it's like I could wear a different shirt I could have a different setting and I could still deliver the same hook and to me that would still be kind of a a 20% variation all of your competitors are copying your stuff and taking what's working when you

[36:39] YouTube https://youtu.be/HxEQCHpZzHk?t=2192 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
find something that's Works keep doing it deviation from what works is more likely not to work think about it like this if you demolish a building so let's say we build a building and it takes us two years to build a building right there's our building took us two years demolishing it might take five minutes just put a bomb boom because the place of the bricks and the steel in that

[37:02] YouTube https://youtu.be/HxEQCHpZzHk?t=2215 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
building every other potentiality that those bricks could go to create not a building but there's only one placement of that brick in steel that creates a building and so you have unlimited options for Destruction and only one for solution and so when you do find something that works the likelihood that

[37:19] YouTube https://youtu.be/HxEQCHpZzHk?t=2232 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
when you change it and you move the brick and you move the you move the scaffolding that you destroy the building is very high something can literally go anywhere except for the right place and so you can have have more options and all of them be wrong so once you're done stealing from yourself then let's talk about emotional versus

[37:36] YouTube https://youtu.be/HxEQCHpZzHk?t=2249 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
logical buyers this was a huge like monstrous increase in business for me so have you ever heard from from the marketing world there's logical and there's emotional buyers I had heard it growing up and I kind of repeated it over and over again because I hadn't really thought about it I don't actually

[37:52] YouTube https://youtu.be/HxEQCHpZzHk?t=2265 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
think that's true and so let me explain I actually think that there's a Continuum of buyers that people sit on 38 minutes and you've got people who require more information so they're high info buyers and then you've got people who require less information and there's two elements to this one is their information requirement and secondarily how much info they have received and so you could have a high information buyer

[38:16] YouTube https://youtu.be/HxEQCHpZzHk?t=2289 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
that's further closer to this little this dollar sign here that only needs a little bit more information in order to buy and then you have some people that just generically buy lots of stuff and everybody loves those people of course but guess what everybody fights over those people and so the thing is is that

[38:31] YouTube https://youtu.be/HxEQCHpZzHk?t=2304 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
the amount of low information buyers is like this the amount of high information buyers is an order of magnitude or multiple orders of magnitude greater only crazy people buy immediately it's very normal for people to want to have more information before making a decision and so when we think about our advertising the reason that the direct response Community typically can't grow

[38:54] YouTube https://youtu.be/HxEQCHpZzHk?t=2327 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
very large businesses most of the time is because because they only advertise to these people and this pool of buyers is significantly smaller but the reason building a brand for example and investing in an audience is because you're trying to move them down this line now when I heard this in the earlier days of my career I was like I don't have time for that I need to make money I get it sure in the beginning you

[39:17] YouTube https://youtu.be/HxEQCHpZzHk?t=2350 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
just advertise the the six-inch putts but when you want to scale you have to educate a higher percentage of the audience because they will require more to buy the way to move people through this is something that Eugene Schwarz uh pioneered in his book breakthrough advertising and he talks about the five

[39:38] YouTube https://youtu.be/HxEQCHpZzHk?t=2371 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
levels of awareness so he has unaware people so people have just no idea about anything uh the next is problem aware so they have some sort of pain you have solution aware you have product aware and then you have most aware Okay so so those are the five stages now a customer will basically move in this

[40:01] YouTube https://youtu.be/HxEQCHpZzHk?t=2394 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
direction going from unaware to most aware and if you want to go to broader and broader audiences to get their attention the unaware audience you typically have to go off of broad curiosity and so if you've ever seen those crazy like ads that are like weird articles like you know Arizona State blah blah blah has this new blah like they're trying to go after a massive audience of people who have no idea

[40:25] YouTube https://youtu.be/HxEQCHpZzHk?t=2418 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
what's going on that new you know scientific breakthrough could lead you to buying a supplement it could lead you to buying uh a weight loss thing it could lead you to buying some sort of equipment it could lead you to buying Insurance like it could go in any direction but it's the Curiosity that gets them in problem aware would be

[40:41] YouTube https://youtu.be/HxEQCHpZzHk?t=2434 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
something to the extent of like do you wake up to pee three times a night does it hurt when you bend over to tie your shoes do you get out of breath when you play with your kids those are going to be problem Weare now they again that could lead you to a supplement that could lead you to insurance that could lead you to whatever but it's a slightly

[40:56] YouTube https://youtu.be/HxEQCHpZzHk?t=2449 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
more Weare person at least they're problem aware solution aware is that somebody knows of the potential things that they could buy and you're helping them select between them product aware is at even more micro level and most aware is typically your existing customers so here is where you just make offers right this is why the book offers is where I started because the people who are here is the tiny audience here

[41:21] YouTube https://youtu.be/HxEQCHpZzHk?t=2474 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
and so you just make an offer to get them to buy but that only works for this tiny audience so you will make money quickly doing that but you will also cap yourself quickly in an effort to figure out okay well how much should I allocate between these most aware less info people and the maybe problem unaware High information people who require more education in order to make a purchasing decision well I had one of the most

[41:43] YouTube https://youtu.be/HxEQCHpZzHk?t=2496 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
enlightening conversations I've had in a really long time uh with Ben Francis who's the CEO of Jim shark and then he introduced me to Chris Davis who's the CMO of New Balance and so we had an awesome conversation talking about what Chris had done at New Balance and help them just Skyrocket their sales and so what they did is that when he took over 30% of their advertising budget was

[42:06] YouTube https://youtu.be/HxEQCHpZzHk?t=2519 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
going to here was going to the broad awareness level storytelling emotional stuff and then 70% was basically geared towards buying shoes saying hey go buy these shoes what he did when he took over was that he flipped them that he ended up with 70% going to Big highlevel pairings endorsements uh specific athletes that they wanted to recruit recuit that they felt represented their brand and only 30% of their advertising

[42:31] YouTube https://youtu.be/HxEQCHpZzHk?t=2544 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
budget went towards actually telling people that they had shoes and that they were for sale and so after he made that flip here's the crazy part it took 18 months for them to see the return on that budget and so if you're in a rush this isn't going to work but if you're in a rush you're never going to get big anyways keeping this ratio made this concept Tactical for me and so when I

[42:56] YouTube https://youtu.be/HxEQCHpZzHk?t=2569 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
think about my marketing effort my marketing dollars and most importantly how I measure it my marketing Impressions I want to make sure that 70% or more of the advertising Impressions that someone's going to get are going to be around the pairings that I want of me giving something rather than asking so

[43:11] YouTube https://youtu.be/HxEQCHpZzHk?t=2584 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
when we look at this ratio this is actually super well studied between 70 and 30% here because right now uh it's actually three and a half to one is the ratio that has been studied 3.5 to1 of give to ask to basically not lose audience and so if you look at television for example and they've already studied how

[43:35] YouTube https://youtu.be/HxEQCHpZzHk?t=2608 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
many commercials can we jam into the show before people stop watching and so they figured it out that it was every three and a half minutes of content they could basically put one minute of advertising in if you look at your Facebook Newsfeed for every three posts you get when you scroll you'll get one

[43:51] YouTube https://youtu.be/HxEQCHpZzHk?t=2624 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
ad and the platforms that grow the fastest have a larger percentage of this give and a small percentage of ask Tik Tok for years had zero ads on the platform and just wanted to grow as virally as possible and they acquired more users because they had a give first give all the time strategy and so the fact that they settled on this ratio and it has been corroborated fancy word for

[44:13] YouTube https://youtu.be/HxEQCHpZzHk?t=2646 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
it it's worked in multiple other places made me think wow there's something to this and so this makes this concept of how do I balance High information buyers people that need more brand people that need more education prior to purchase with me making money is that you basically start with that ratio add patience in time and then it becomes a snowball that compounds unto itself and then you will get to a point in the

[44:37] YouTube https://youtu.be/HxEQCHpZzHk?t=2670 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
future where you still you're doing so much more than you could ever possibly do if you only focused on the direct response on the less information but you're actually still digging the well for what you're going to do next year and so basically you can see when a Founder stops running a business and then the corporate execs come in because

[44:54] YouTube https://youtu.be/HxEQCHpZzHk?t=2687 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
what they do is they flip the ratio they basically pull pull forward demand from the future they you had the the the founder dug the well and then they just suck all the water out of the well but then they didn't dig the next well and so you always going to be ahead of demand I'll give you even more tactics if you guys want more TCT fine I'll give

[45:10] YouTube https://youtu.be/HxEQCHpZzHk?t=2703 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
you more tactics so B2B businesses and B Toc businesses do this differently and this was something that took me a really long time to figure out and so B Toc businesses so like business to Consumer businesses will typically do these types of pairings in terms of high information buyers by telling emotional stories making associations getting endorsements from athletes and influencers or organizations that represent the values

[45:34] YouTube https://youtu.be/HxEQCHpZzHk?t=2727 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
that they think resonate positively with their ideal audience and once they do that they then can place the product next to those associations so that they can then pair them and then the person wants to buy the product as a consequence that is what it looks like in a b2c business but it took me a really long time to think through well

[45:50] YouTube https://youtu.be/HxEQCHpZzHk?t=2743 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
what does this look like for a B2B business and so I break this down into several tactical things so number one is aspirational outcomes that you have achieved or the business has helped facilitate secondarily people like this person like your avatar that you have help facilitat so just to be clear stuff that you did stuff that you help other people do the third is stuff that you

[46:14] YouTube https://youtu.be/HxEQCHpZzHk?t=2767 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
help them do the prospect themselves which you can only facilitate at least in my opinion in two major ways one is that you give them free content and education which is why I make this stuff and the second is that you give them free products and services which just why why the books are free they're on my site you can read them you consume them

[46:30] YouTube https://youtu.be/HxEQCHpZzHk?t=2783 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
there's a scaling road map there personaliz all that stuff is free because fundamentally it's two degrees of separation if some person does it Alex had a big exit now he's a big portfolio cool that's two degrees of separation there's other companies in the portfolio or other businesses who look just like mine that he helps scale one degree separation I used his stuff and made more money zero degrees of separation and this is always going to

[46:54] YouTube https://youtu.be/HxEQCHpZzHk?t=2807 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
be stronger than anything else but it'll take longer and so in understanding the difference between B Toc and B2B in terms of what do I do top of funnel here how do I allocate my resources it means that I'm spending time putting together the course in my spare time so that you guys can go consume it on uh how to make

[47:11] YouTube https://youtu.be/HxEQCHpZzHk?t=2824 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
offers how to get leads how to Scale company from Z to 100 million like that's time that's effort that's my team who's behind the camera right now that's budget that goes towards that because I'm not looking for demand today I'm looking for those of you who are going to scale your companies and in 5 years

[47:25] YouTube https://youtu.be/HxEQCHpZzHk?t=2838 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
hit me up let's say acis.com went public tomorrow and I got AED for being rude which I probably would and then they put in a new CEO and that new CEO says I need to hit quarterly earnings so what would he probably do he' probably switch to lots of direct response uh and he'd probably cut down all the budget on the

[47:41] YouTube https://youtu.be/HxEQCHpZzHk?t=2854 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
gives and the books and all of a sudden be like well there's no Roi In A Book Like books don't make any money it's like yeah not today but they bring people into our world and when they do have the next billion dollar company they will hit us up first and that's the goal but that guy will just say well you know what screw all that I'm going to recapture all this marketing spending effort we're going to focus it all on these direct response ads tell people to buy bye byy and you know what for a quarter it'll work maybe

[48:08] YouTube https://youtu.be/HxEQCHpZzHk?t=2881 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
two quarters it'll work but all of a sudden it'll start slowly going down slowly going down slowly going down then what happens they call the founder back up and they're like hey help help help us fix this and then the founder is going to say I can't do it in a quarter like it's going to take me a year year and a half to basically right siiz the ship because you sucked all the wells

[48:25] YouTube https://youtu.be/HxEQCHpZzHk?t=2898 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
dry and I'm gonna have to start digging again so the next one is some of my marketing laws so I'm going to give you a few of them and I'll start with the first one that you if you've heard my channel then you should know this one it should be ingrained in your brain which is State the facts and tell the truth and the reason this is so important to

[48:39] YouTube https://youtu.be/HxEQCHpZzHk?t=2912 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
me is that it forces me as a Advertiser business person to change reality and so rather than try and exaggerate it makes more sense to put all of the effort into doing epic stuff and then telling a truthful story rather than telling an epic story about something that was underwhelming and I think the vast majority of marketers and marketing do

[49:03] YouTube https://youtu.be/HxEQCHpZzHk?t=2936 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
the second thing they have something normal and then they TR try and tell an exaggerated story of it rather than having something absolutely insane and just stating the facts and telling the truth and I can tell you that the second this one stating the facts and telling the truth is the best long-term strategy and so how do I actionized this all

[49:19] YouTube https://youtu.be/HxEQCHpZzHk?t=2952 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
right so number one is that we make the truth more compelling all right we actually change reality the second is that we show only what we can show and so I remember I was talking to a martial arts guy and he's like there's all these other martial arts studios you know in my area how do I stand out and I

[49:34] YouTube https://youtu.be/HxEQCHpZzHk?t=2967 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
said well what's your you know what's your specialty or whatever and he said I'm a double secret black belt of something and I said okay well how many double secret black belts he's like well there's only six in the nation and I was like okay well do any of them live in your era and he said no I was like well why don't you say that right why don't

[49:49] YouTube https://youtu.be/HxEQCHpZzHk?t=2982 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
you say that so every business if you get narrow enough has something that's unique about it you might have the best parking you might have uh the fastest you know introduction to getting somebody to sit down you might have the most gyms you know whatever it is the most customers the most customers at a certain price point the most like you

[50:06] YouTube https://youtu.be/HxEQCHpZzHk?t=2999 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
just need to slice the data of the business to figure out what is unique about your business and I remember this moment in uh Madmen which is a an advertising show it's like an old 50 show well it's a new show about the 50s anyways and Don Draper who's the lead character who's an advertising guy um is

[50:21] YouTube https://youtu.be/HxEQCHpZzHk?t=3014 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
pitching a client who's a cigarette company and they're trying they're like the third or fourth in the category highly commoditized they're competing on price and they're losing and so he asks them to explain how cigarettes are made and they kind of roll their eyes they're like why is this important he's like

[50:36] YouTube https://youtu.be/HxEQCHpZzHk?t=3029 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
okay well first we have the plants then we take and he keeps going through it he's and he's like and then we you know we let we let it sit out in the sun he's like what do you mean he's like you know to to to dry out the leads he's like so you toast them he's like yeah we toast them he's like it's toasted and so that

[50:52] YouTube https://youtu.be/HxEQCHpZzHk?t=3045 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
was a unique part he just sliced down and got really narrow about one particular part of the process and was able to pull that out and 51 minutes emphasize it so that people are like oh this is different than other things and the really important part about this is that maybe some of the other cigarette

[51:08] YouTube https://youtu.be/HxEQCHpZzHk?t=3061 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
companies also toast it but they don't say that they toast it and so the perception is still that it's different even if it is the same and so the best version of this is finding something that's truly unique the second best version is to just say something that's unique about something that everyone else already does but that your customers don't know and so the the correlator to that is say

[51:30] YouTube https://youtu.be/HxEQCHpZzHk?t=3083 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
what only you can say so you show what only you can show and you say what only you can say so the showing part is going to be like okay with the toasting thing how do we display that visually with the super secret blackp then how do we display that and you could show the black belt you could show you shaking your hands getting the certification you could show you winning some tournament

[51:47] YouTube https://youtu.be/HxEQCHpZzHk?t=3100 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
right if you're if you're toasting you could show the bed of all the the debacco that's getting toasted and the smells and the wafting through the air whatever right and then you describe it in a way that only you can say and so to do this you get narrower to be more unique and so the thing is is that

[52:03] YouTube https://youtu.be/HxEQCHpZzHk?t=3116 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
you don't need to be the best in the world you need to be the best in a puddle it's more important that you are the best than what you are the best of I would rather be from a marketing perspective not absolutely I'd rather have the 10th biggest company in the world right than the first biggest company uh in Indiana but from an advertising perspective it is more compelling to be the best and I'll tell you a story that I haven't told

[52:27] YouTube https://youtu.be/HxEQCHpZzHk?t=3140 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
um John Rockefeller when he uh was early on in his oil Empire bid to buy the biggest oil refinery in Cincinnati and he was the second biggest and he ended up overpaying for the business and the business owner of the oil refinery laughed at him and kind of laughed his way to the bank he's like you completely overpaid for this thing and so then what John D Rockefeller did after he bought

[52:56] YouTube https://youtu.be/HxEQCHpZzHk?t=3169 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
the second the the first biggest and he already had the second biggest is that he then was able to say he was the biggest and then in the next 30 days he had over 20 m&a deals in the next 30 days to consolidate the entire rest of the market because he became the Gilla and so he was willing to overpay for the asset to get the story the difference in value between what he

[53:22] YouTube https://youtu.be/HxEQCHpZzHk?t=3195 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
should have paid for those 20 deals and what he was able to pay by strong arming those smaller competitors because he was now the gorilla more than made up for what he minorly overpaid or maybe even majorly overpaid for the one company that he bought and when he recants the story when he tells the story again he

[53:39] YouTube https://youtu.be/HxEQCHpZzHk?t=3212 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
talks about how that competitor didn't see the bigger picture and that was always it was such a I remember reading it in in the letters that he wrote to his son and thinking to myself that is powerful he was willing to overpay for the story he saw it as an investment in his brand in his reputation and so the guy who sold it just saw it as him overpaying for a product but he wasn't

[54:03] YouTube https://youtu.be/HxEQCHpZzHk?t=3236 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
appropriately valuing how much true brand value that would give Rockefeller as a result the next big growth lever is all about the list all right so when I talk about the list people immediately think that I'm talking about email list Direct Mail list and sometimes that's true but I'll give you a hypothetical example so let's say I am selling winter coats and I advertise an amazing offer

[54:27] YouTube https://youtu.be/HxEQCHpZzHk?t=3260 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
on some killer coats that people love they look amazing and nothing comes back well what could have happened well if I showed my advertisement to people who live in South Florida the likelihood that they buy my very expensive really heavy and hot winter coats is very low it has nothing to do with my offer nothing to do with the ad creative nothing to do with my pricing nothing to do with anything it's just the wrong

[54:49] YouTube https://youtu.be/HxEQCHpZzHk?t=3282 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
people are seeing it and so many smaller businesses think that marketing doesn't work work when in reality they were showing to the wrong people and so the first thing that you have to get right in marketing is targeting the correct audience and so this is different by method of advertising and so if we pull up our core four here you want to reach

[55:13] YouTube https://youtu.be/HxEQCHpZzHk?t=3306 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
out to people that you know are suffering from the problem that you solve or have a high likelihood of suffering from the problem that you solve and the narrower the problem the smaller the list from a paid ads perspective this is where the target targeting by platform gets more important and this is why some ad platforms tend to be more profitable than others because what makes an advertising platform successful is how well targeted is in fact Facebook was so

[55:36] YouTube https://youtu.be/HxEQCHpZzHk?t=3329 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
good that they had to roll it back because of privacy loss but it was so effective at targeting people that people complained because it was so good it felt creepy posting content this is where the algorithm itself based on this is what's crazy what you look like and how you talk and what you say will

[55:52] YouTube https://youtu.be/HxEQCHpZzHk?t=3345 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
impact what the AI serves your content to the same works with paid ads and so if I want to get more women to buy a product guess who I'm not going to have in the ad me because this is not what attracts lots of ladies right this is just usually a bunch of entrepreneurs who T have beards and like Fitness or whatever else right but like my audience

[56:16] YouTube https://youtu.be/HxEQCHpZzHk?t=3369 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
is like 89% male and sure for for my 11% females keep rocking I appreciate you um but by and large I have a male driven audience now maybe it's because I talk about money but there's tons of female entrepreneurs who talk about money and don't have predominant male audiences and so it's just that my way of saying

[56:32] YouTube https://youtu.be/HxEQCHpZzHk?t=3385 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
things and or the algorithm just tends to display it to dudes and so one of the easiest ways to make sure that you're displaying your ads to the right Avatar is make sure that the person in the ad looks like the Avatar and I'll tell you a funny story so when I was running the gym launch 1.0 version which is where we

[56:49] YouTube https://youtu.be/HxEQCHpZzHk?t=3402 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
used to fly out to gyms and do the turnarounds I found out that when I put the thank you page this is before automated schedulers even existed so it's kind of wild all right um I remember when I my first automated schedule to put on the thank you page I thought I had like i' i' cured cancer I was like this is the coolest thing people can automatically book like I

[57:06] YouTube https://youtu.be/HxEQCHpZzHk?t=3419 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
don't have to call them and work the lead um and so anyways the thank you page that I set up uh was just like hey text this number and then the second version of the thank you page was hey my name's Alex I'm going to be calling you so I put a picture of me and I said I'm going be calling you from this number so I tried to put some visual to it then

[57:23] YouTube https://youtu.be/HxEQCHpZzHk?t=3436 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
when I put Lela picture on the thank you page and said Leila is going to be the one contacting you what do you know our response rates went through the roof people were immediately responsive they were showing up to appointments they were oh yeah sure I can make five o' for me they're like oh no I don't give a right and so if you want to attract a

[57:40] YouTube https://youtu.be/HxEQCHpZzHk?t=3453 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
certain Avatar try to make sure that uh what is in your content how you talk uh matches the way they talk because fundamentally all marketing works as long as you get the targeting right it's like think about this way if you walked into room this is how I like to visualize marketing because people people over complicate it if I walked into a room and I got on stage and there was a thousand people in the room if

[58:04] YouTube https://youtu.be/HxEQCHpZzHk?t=3477 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
those thousand people were my deal customers then even if I had just like a really mediocre offer and uh a something that they like kind of wanted I would get some response now it might not be efficient it might not get me the return I want so I might lose money but I might I would probably make something right I would get some clicks I would get some leads right and so it would allow me to start the feedback loop so I could improve but if nothing is coming through

[58:30] YouTube https://youtu.be/HxEQCHpZzHk?t=3503 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
it's typically because the wrong people are seeing it and so one of the highest leverage ways of getting more from advertising is just making sure that the right people are seeing it which is a perfect transition into the next one which is how do you know that you've mastered something which is that Masters have more ways to win now what does that

[58:48] YouTube https://youtu.be/HxEQCHpZzHk?t=3521 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
actually mean they understand the many different ways that you can measure progress so if you were to talk to an HR professional okay and you ask them what do you do a lot of times they're going to give you a couple vague answers they're like you know I'll payroll and I'll uh I'll make sure that people get in their benefits and whatever but when you talk to someone who's a master at this and I remember the first time I had somebody

[59:12] YouTube https://youtu.be/HxEQCHpZzHk?t=3545 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
who who completely improved my understanding of talent and acquisition and recruiting um in the interview the candidate said oh um well what's your time to fill and I was like what do you mean she's like well the average time to fill a role I was like I don't know she's like oh well what's your what's your two-sided fit I was like I don't know what you mean and so she was like okay uh what's your cost uh to acquire

[59:36] YouTube https://youtu.be/HxEQCHpZzHk?t=3569 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
talent I was like I don't know and so she had all of these different metrics that she was using to measure which completely made sense to me like I have cost to acquire a customer I should have cost to acquire talent I should have you know what's my cash conversion cycle how quickly do I get my first sale how

[59:52] YouTube https://youtu.be/HxEQCHpZzHk?t=3585 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
quickly do I fill a role and then in terms of like customer satisfaction action is basically employee satisfaction of How likely is it that the manager and the employee both say at day 90 that this is a 10 out of 10 fit and so when I started looking at that I was like oh wow there's a total there's a whole another level of understanding this that I I had no idea about because Masters have a higher quality and

[1:00:15] YouTube https://youtu.be/HxEQCHpZzHk?t=3608 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
quantity of metrics that they use to measure progress and so if I am trying to fix this function I have nothing to know how well I'm doing and so a beginner will try to advertise or will try to sell and they will have binary outcomes they'll just say I didn't sell or I did sell or I got leads or I didn't get leads but there are so many Nuance steps between that and when you have the

[1:00:38] YouTube https://youtu.be/HxEQCHpZzHk?t=3631 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
Milestones the progress markers it allows you to fix things so you can keep moving the buck along until you get the outcome and so I'll tell you a story about this so when I was starting outbound way back in the day I it was a new channel for us and I'd never done it and about 90 days or or or 4 months in my executive team kind of did like an intervention so they came together I was

[1:01:02] YouTube https://youtu.be/HxEQCHpZzHk?t=3655 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
like I was getting like a drug rehab right they were like we think this is a problem we think this is a shiny object we think you're you're distracted and we should double down on what works I was like how dare you use my words against me right and the thing is is that strategically I knew we needed to have a second acquisition channel for us to

[1:01:17] YouTube https://youtu.be/HxEQCHpZzHk?t=3670 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
sell the business and so I was like no it's because they could only see that we'd only done one sale in four months and 100% of my time was going to towards this but what they didn't see was all the progress that we were making and so I had hirer degrees of Mastery in this now to be fair it was just because I had learned it along the way but when it started it was like okay well we have to get a list so where do we get the list so we looked at you know we bought a bunch of different list a lot of lists

[1:01:40] YouTube https://youtu.be/HxEQCHpZzHk?t=3693 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
didn't work one of them did we're like okay this is a good provider and then we start you know like oh we got to enrich the DAT so we start learning how to enrich the day then we we started calling them but then no one was picking up and then we had to learn how call wrapping works we get local numbers and then all of a sudden people start picking up and then started hanging up on us and then we had to fix the the hook in the script and then we fix the

[1:01:55] YouTube https://youtu.be/HxEQCHpZzHk?t=3708 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
hook in the script people would a minute but then they'd hang up on us so then we got we fix the hook and then we fix the offer and then people would then go to the second call but then they weren't showing up for the second call and so it's like we have to just keep moving the buck along the way but if you looked at it two months in it's like you know a heart surgery looks like murder to

[1:02:10] YouTube https://youtu.be/HxEQCHpZzHk?t=3723 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
somebody from the outside who doesn't understand the milestones and so as you master something if you don't know why something's not working look closer look for the smaller attributes that you can actually zoom in on and say okay well I we'll get a sale eventually if we just keep moving in this direction and so

[1:02:25] YouTube https://youtu.be/HxEQCHpZzHk?t=3738 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
look for directional correctness rather than binary and so this is a perfect example of Masters have more leading indicators to success than beginners too beginners typically look at purely the lagging indicat they just say churn is up they sales are down revenue is down cash collection down those are all lagging indicators you can't if I looked

[1:02:42] YouTube https://youtu.be/HxEQCHpZzHk?t=3755 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
at you and said increase Revenue you can't do anything if I said decrease turn you can't do anything with that you would then have to do something else and then the result would be a decrease in turn the result would be more Revenue the result would be more sales and so we have to do we have to identify what all those steps are are that are high

[1:02:57] YouTube https://youtu.be/HxEQCHpZzHk?t=3770 || How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL
correlates or increase the likelihood that ultimate outcome occurs and if you like these growth principles you're absolutely going to love the 13 years of marketing lessons that I've learned it's one of my top videos enjoy it


VIDEO
TITLE: The 4 Reasons Employees Don’t Do What You Ask
URL: https://youtu.be/IuOjYZMQu_I
PRIMARY_TOPIC: leads
TOPICS: leads, hiring,scaling

[0:00] YouTube https://youtu.be/IuOjYZMQu_I?t=0 || The 4 Reasons Employees Don’t Do What You Ask
Well, like you had this cool uh like I've been watching your I think I told you the other day I was watching your content not on tactics of making money but on tactics of leadership and management and you had this cool thing called the diamond. Yeah, it's great. It was like basically for the listener

[0:13] YouTube https://youtu.be/IuOjYZMQu_I?t=6 || The 4 Reasons Employees Don’t Do What You Ask
it was like uh if you have an employee who's not doing what you want them to do, they're either they don't know what you want done, they don't know how to do it, they weren't motivated or they don't know I think when that you want it done. Yeah. Or there's something blocking them. Yeah. And when you come up with

[0:27] YouTube https://youtu.be/IuOjYZMQu_I?t=20 || The 4 Reasons Employees Don’t Do What You Ask
something like that, is that something that you make up or do you read other books and you steal like like cool bits of inspiration and you repurpose them for your need? So honest truth, I really don't read as much as I probably should. Almost all my stuff just comes from like me doing it and then saying, "Man,

[0:44] YouTube https://youtu.be/IuOjYZMQu_I?t=37 || The 4 Reasons Employees Don’t Do What You Ask
there's got to be an easy way to describe this." If I happen to come along some sort of, you know, if there's some coincidence, I see that as corroboration of an idea. But yeah, no, I really don't consume anyone else's stuff for for like inspiration. I like I have enough going on every day. I have tons of stuff to talk about. And so

[1:01] YouTube https://youtu.be/IuOjYZMQu_I?t=54 || The 4 Reasons Employees Don’t Do What You Ask
yeah, no, the the management diamond was like, all right, fundamentally people don't do stuff for a reason. I have to figure out what that reason is. And if there's a way that I can have a framework that I can have for this conversation that makes it less like how do I not attack the person, right? rather than say like you are lazy piece

[1:14] YouTube https://youtu.be/IuOjYZMQu_I?t=67 || The 4 Reasons Employees Don’t Do What You Ask
of It's like that's that's unlikely to be productive and also probably not the real cause of why they're not doing things because most people do prefer to stay employed and also prefer to you know do a good job I think by and large. And so it's like if if we take that to be true and I want them to succeed and so do they then like

[1:28] YouTube https://youtu.be/IuOjYZMQu_I?t=81 || The 4 Reasons Employees Don’t Do What You Ask
what's getting in the way here? It's like well I didn't communicate that I wanted them to do this thing. Okay well that's on me. I didn't tell like I told them but then they're like cool I don't know how to do that. That's a training issue. Okay. you know, they they they didn't know there was a deadline

[1:41] YouTube https://youtu.be/IuOjYZMQu_I?t=94 || The 4 Reasons Employees Don’t Do What You Ask
associated with it. It's a when problem, right? And then it's like, okay, well, they knew when to do it. They knew how to do it, and they knew that I wanted them to do it. Then it's like, okay, well, then is there something blocking them? Now, the motivation one of like they're not motivated to is like

[1:54] YouTube https://youtu.be/IuOjYZMQu_I?t=107 || The 4 Reasons Employees Don’t Do What You Ask
technically correct, but it's the last one that I'll go to because most times people are relatively motivated to do it. Now, mind you, there's definitely times when that's just not the case, right? or the how component has a more uh generalized skill that someone doesn't have. So I I'll say it differently like if in order to do a

[2:14] YouTube https://youtu.be/IuOjYZMQu_I?t=127 || The 4 Reasons Employees Don’t Do What You Ask
role my position is like you've probably heard like attitude versus aptitude and that used to bug me a lot because I was like well that can't always be what it is right because it's really just that's there's there's a deficiency in someone's skill set to enter an organization to do a role and so we want

[2:29] YouTube https://youtu.be/IuOjYZMQu_I?t=142 || The 4 Reasons Employees Don’t Do What You Ask
to hire for the small skill deficiency. if you're hiring for what people consider low skill labor. So, if you run an Airbnb and need maids or you have a yogurt shop and you need to have people who do, you know, clean the counter and like check people out, that's very low skill technically. But in terms of

[2:44] YouTube https://youtu.be/IuOjYZMQu_I?t=157 || The 4 Reasons Employees Don’t Do What You Ask
hiring, you're going to hire for attitude, not aptitude. And that's just because the amount of skills required to train someone on attitude far outweigh the skills it takes to take somebody who's already friendly, knows how to show up on time, can smile, say hello, makes chitchat, uh teach them how to use

[2:59] YouTube https://youtu.be/IuOjYZMQu_I?t=172 || The 4 Reasons Employees Don’t Do What You Ask
a cash register and clean the thing, could take like two hours. Like it's not a lot of training in order to do that role. And so it doesn't make sense to hire someone for uh aptitude. Like I've I've worked a cash register before, but I'm a dick. It's like well that's not going to be very help. Like I'm going to

[3:12] YouTube https://youtu.be/IuOjYZMQu_I?t=185 || The 4 Reasons Employees Don’t Do What You Ask
have to train you to not be a dick. It's not worth it. On the flip side, if you want to have the number one AI researcher in the world, if that guy's a bit of a dick, then you could probably work with him on being a little bit, you know, better at communicating with the team, you're not going to take the

[3:24] YouTube https://youtu.be/IuOjYZMQu_I?t=197 || The 4 Reasons Employees Don’t Do What You Ask
person who was, you know, the yogurt yogurt store cashier register, assuming they take no, you know, they're not on the side doing all this stuff, uh, and make them the number one AI researcher. And so, it's like we always just should, at least in my opinion, hire for the person with the small skilled

[3:37] YouTube https://youtu.be/IuOjYZMQu_I?t=210 || The 4 Reasons Employees Don’t Do What You Ask
efficiency. And then we have to ask the question as the business owner given that skill deficiency is it worth us or worth our resources to train them. And so I I take the position that I think every skill is trainable. It's just is it worth training? Like are there other people I get higher returns on in which

[3:53] YouTube https://youtu.be/IuOjYZMQu_I?t=226 || The 4 Reasons Employees Don’t Do What You Ask
case great I'll use them. And that for me is fundamentally like why I would say that over my career the biggest change in terms of my hiring practices is I I hire far more for general intelligence. Now the intelligence will allow someone to bridge the skill gap faster and so it's a return on resources for where

[4:11] YouTube https://youtu.be/IuOjYZMQu_I?t=244 || The 4 Reasons Employees Don’t Do What You Ask
they are versus where they need to be whether it's a quote attitude issue or quote hard skills issue. But I see soft skills and hard skills as just skills. One or you know hard skills are easy to easy to define and measure. Uh soft skills are just hard to define and measure but they still are definable and

[4:27] YouTube https://youtu.be/IuOjYZMQu_I?t=260 || The 4 Reasons Employees Don’t Do What You Ask
measurable. And so I want somebody who has high intelligence because I define intelligence as rate of learning. And so if I can get someone who has a high rate of learning versus somebody else, maybe that person starts a little bit behind, but in six months they're going to pass the other person who might have

[4:39] YouTube https://youtu.be/IuOjYZMQu_I?t=272 || The 4 Reasons Employees Don’t Do What You Ask
experience. And so again, it all depends on like what the timeline is. If I take a toddler, I can get them to be an adult in 18 years and be perfect, but I don't know if I have 18 years to wait. And so, you know, that's that's kind of my general rubric. Real quick, if you're a business owner and you are not growing

[4:53] YouTube https://youtu.be/IuOjYZMQu_I?t=286 || The 4 Reasons Employees Don’t Do What You Ask
as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how

[5:08] YouTube https://youtu.be/IuOjYZMQu_I?t=301 || The 4 Reasons Employees Don’t Do What You Ask
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, customer success,

[5:20] YouTube https://youtu.be/IuOjYZMQu_I?t=313 || The 4 Reasons Employees Don’t Do What You Ask
recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[5:36] YouTube https://youtu.be/IuOjYZMQu_I?t=329 || The 4 Reasons Employees Don’t Do What You Ask
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: $718 Spent, 0 Leads: What This Solar Business Did Wrong
URL: https://youtu.be/JghwiajIUlY
PRIMARY_TOPIC: leads
TOPICS: leads, ads,leads,case-study

[0:00] YouTube https://youtu.be/JghwiajIUlY?t=0 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
I uh we did 560k in rev last year but the issue is we lost about 90% of our leads. Um 70% came from lead generation companies. The other 20% came from doortodoor. Other 10% was referral based. What do you sell? Google PPC. We do solar and battery storage systems to anybody that basically makes over 150k in income.

[0:29] YouTube https://youtu.be/JghwiajIUlY?t=22 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
Got it. Yeah. Yeah. Yeah. I saw your comment in the group. I think I responded. Um yes, you did. Okay, good. What' I say? Okay, so something that helped a little bit. Oh, good. That's helpful. I'm glad to hear that. Okay, so 70% of the uh 70% of your leads are coming from lead you buy, right? So, you got brokers

[0:47] YouTube https://youtu.be/JghwiajIUlY?t=40 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
and then and then you've got door todoor for 20. Yes, but we we were funneling through so many sales reps for the last 24 months. We got to like 15. Yeah. So, we just dropped that and we tried to start doing the Google PPC because the lead generation companies we were using went out of business. Oh, word. Oh, Well, dude, were the

[1:06] YouTube https://youtu.be/JghwiajIUlY?t=59 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
leads good? Was it fine? Uh, from the lead company? Yes. Okay. But we got some insight from a company that we're actively competing with that's a lot bigger than us. So, like a behemoth. Yeah. And they told us that Google PVC would work and kind of like the intermingling content and stuff together. But I don't

[1:30] YouTube https://youtu.be/JghwiajIUlY?t=83 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
know if our offer is right. We've been running ads for 10 days. We spent like 718 bucks, no leads, 2,000 impressions, 115 clicks. Well, yeah. Something's wrong. I don't know where to go. Yeah. So, uh, let me before I jump into that, the business that went out of business that was giving you leads. What

[1:49] YouTube https://youtu.be/JghwiajIUlY?t=102 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
happened to the team? Um, I don't know. They were all virtual. So, I I think they had nearshore people, but I don't I don't know where to find those guys. I mean, you had a rep there, right? I'm sure you got a couple people's phone numbers because if it was small enough to go out of business, right?

[2:05] YouTube https://youtu.be/JghwiajIUlY?t=118 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
I did. I think that the guy started another lead generation company, but their uptick in lead volume has been very slowed. Okay. Well, I'll tell you, if I were in your shoes, I would reach out and try and get a hold of everyone in that company and try and find the person who was actually running the stuff for your

[2:22] YouTube https://youtu.be/JghwiajIUlY?t=135 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
account and offer him a job today. Okay. And then cuz he obviously was getting you leads that was actually working. So, I'm like, let's go get that guy one. Yeah. The issue is that we saw is that they're all pushing the free solar narrative and solar is not free. So it brings in a ton of unqualified people.

[2:41] YouTube https://youtu.be/JghwiajIUlY?t=154 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
You mean because the R&D credits expired? I mean I guess but this it just brings in people that are just BSers. Me because we we so so solar is super custom and it has been but the narrative has been get in home. We can't give you a price till we get it home. So our thought is we design three packages, run

[3:06] YouTube https://youtu.be/JghwiajIUlY?t=179 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
Google PPC to those packages and just try to get people that way. Well, but I don't know. I would say your current way isn't working that well, right? No, I mean we started it ago. So whenever I'm going to get into like if there's a behemoth in your space, I replicate before I iterate. So, I would copy the existing thing before I get

[3:28] YouTube https://youtu.be/JghwiajIUlY?t=201 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
cute because like new always sucks. Yeah. No, seriously, like think about think about the the apps in the app store. They've been the same for like 20 years because like new sucks always. So, it's like we don't earn the right to do new things until we are until we replicate what already works. Also, I think

[3:50] YouTube https://youtu.be/JghwiajIUlY?t=223 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
the behemoth that we're dealing with is the behemoth is called Good Faith Energy, but they are $30 million company and they pride themselves on number one solar company in Texas. Okay. Tesla Power Wall. That's really it. They really cling to Tesla heavily. Okay. So, but where do I go? Just Well, that doesn't matter and run with

[4:14] YouTube https://youtu.be/JghwiajIUlY?t=247 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
it. Yeah. I mean, you sell batteries, right? You saw the same deliverable, correct? Yeah, we're we're certified with all the same people. Is the product better? No, it comes from the same place. Okay. So, it's the same. Yes. Okay. So, if you have the same thing, how do you beat somebody? More money.

[4:36] YouTube https://youtu.be/JghwiajIUlY?t=269 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
No, no, no. It's a real question. If you have the same If you have every dude, if you've learned anything from my content, every player on the field always has an advantage. So, what are your advantages? We can install anyone with under 60 days. Speed. So you're faster than them. Mhm. Okay. So you got speed number one. What

[4:55] YouTube https://youtu.be/JghwiajIUlY?t=288 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
about ease? Can you do anything for them that's a little bit more white club than they do? I would say communication. That's been a big thing in store. Yeah. Can I give you a hint? Yes. You can have my cell phone. I'm the founder. These guys are these big behemoths. They don't care. You're just a number.

[5:17] YouTube https://youtu.be/JghwiajIUlY?t=310 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
So like you should always be able to beat these guys because you're not actually competing against the behemoth. You're competing against account rep number seven. Yeah, that's very true. Right. So you'll beat them on speed. You'll beat them on service. What else? I mean price, but I don't want I don't want I want I don't

[5:37] YouTube https://youtu.be/JghwiajIUlY?t=330 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
want you to win on price. Just do it on speed and do it on service. And I would replicate the offer that we already know works. Okay. I mean, I think we have a good base. We got 65 reviews on Google. Good. I've got 15K followers on Instagram, 200 on Tik Tok. So, I figured I could do something with it.

[5:57] YouTube https://youtu.be/JghwiajIUlY?t=350 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
Yeah. I do think that long term it makes more sense for you to use the Instagram to go attract doortodoor guys. Personally, I think it's higher leverage. One sales guy's going to make you a million bucks a year. One uh you know, one uh one lead's not going to be worth very much, right? From a house household

[6:13] YouTube https://youtu.be/JghwiajIUlY?t=366 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
perspective. No, I mean revenue you're looking between like 40 to 70, but say it again. Gross profit before um average ticket is like 40 to 70k, but that's before paying for everything. Yeah. Yeah. Net sales rep be like 10. Yeah. Per sale. Right. So it's like I'd rather go get a node that generates sales, which is salesperson who

[6:33] YouTube https://youtu.be/JghwiajIUlY?t=386 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
consistently can bring me give me people. Now, you said you shut your door to door down, which I'm I'm not even going to touch for now. But as I see this, here are my steps. Step number one is we got to get the to the greatest degree possible job offer, the people who used to work your account that were

[6:50] YouTube https://youtu.be/JghwiajIUlY?t=403 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
getting you leads that were working. Thing number one, and just like just do whatever you can to go get in touch with those people because whenever I have something that works, I never want to let it go. Right? Once you have a flow, never let it go. Oh, that rhymed. There you go. There you go. Little Svante.

[7:02] YouTube https://youtu.be/JghwiajIUlY?t=415 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
Little little rhyming action. Okay. So job offer that guy number one. Number two is we got to replicate the existing offer from a lead genen perspective. Now when we win in the paint, we're going to win on the things that we have which is going to be speed and service. Now what I would do is do you have a

[7:19] YouTube https://youtu.be/JghwiajIUlY?t=432 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
manager who comes by and does like the the tour walkound once the person um uh gets the stuff installed, the battery installed? Oh yeah. Like a like a post sale survey type thing. Yeah. Yeah. So, what I would do when that person Well, actually, what I want you to do is actually have your manager or like the

[7:38] YouTube https://youtu.be/JghwiajIUlY?t=451 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
the crew runner, whatever, have that guy director. Yeah, exactly. Have that guy swinging by and say, hey, how is the service? They're going to, you know, how is the how are the guys? They're going to say great or whatever. And then you're going to say, hey, you know, uh, ownership gives the guys a little spiff if you

[7:54] YouTube https://youtu.be/JghwiajIUlY?t=467 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
leave a review. I know it would mean the world to them. Uh, and so people are more likely to give a review because the people were there and they know that it's going to help those guys out. It's like, hey, you know, John and Dan, you know, they got families. It helps them out. If if you think they did a good

[8:08] YouTube https://youtu.be/JghwiajIUlY?t=481 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
job. If you leave them a review and put their name in it, it would mean a lot. The owner spiffs them a little extra. Okay. And then what if and just have that guy give a thank you crew thank you gift from the crew before asking for it. So, hey, the crew got together, said you guys were an awesome homeowner. Here's

[8:24] YouTube https://youtu.be/JghwiajIUlY?t=497 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
the $50 thing. you know, just thanks for being, you know, we get a lot of crazy people, so you were awesome. Thank you. Yeah, that'd be great. That's a good point. Okay, my last question would be to your first point where you said hire the person. If I can't hire them and they've they started another company, if their uptick is

[8:43] YouTube https://youtu.be/JghwiajIUlY?t=516 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
slower, should I just try to beat everybody out to buy those leads? Yeah. Make a commitment. Say, "Listen, you're starting your business. I'm a small business owner, too. We're in this together. If I succeed, you succeed. The more good leads I get, the more I can buy from you. Okay. You're too small for these guys. They're

[8:59] YouTube https://youtu.be/JghwiajIUlY?t=532 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
not taking you seriously, but you're just big enough for me. Yeah. No, because they're getting all their traffic. That's not what she said. Okay, keep going. Sorry. No, I was just saying the behemoth is getting all their traffic funneled to their Yeah. contact page on their website based on their thousand reviews that they get.

[9:16] YouTube https://youtu.be/JghwiajIUlY?t=549 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
Yeah. So, we got to get your reviews up. But you always have the best position, which is that like listen, you're at at the behemoth, you're going to be, you know, house number 278. With me, you got all my attention. I'm here. Something breaks, call me. Like, every single one of these reviews makes a huge difference

[9:30] YouTube https://youtu.be/JghwiajIUlY?t=563 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
in my life and my family stuff. I'm make sure I'm going to take care of you. Okay. So, actionable steps is hire that person or go in with them, get all their volume. Step two is replicate the offer. One more time. Replicate the offer. Replicate the offer. Number three is win on speed director go to the site post

[9:50] YouTube https://youtu.be/JghwiajIUlY?t=583 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
install. Yes. And win on speed and service. That's your angle. So you don't compete on price. Got it. Cool. Dude, you are awesome. You're awesome, dude. I appreciate you. Thank you so much for everything you put out, man. That's great. You bet, dude. Let me know how it goes. I'll see you in the group.

[10:04] YouTube https://youtu.be/JghwiajIUlY?t=597 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
Yes, sir. Take care. All right. See, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went

[10:21] YouTube https://youtu.be/JghwiajIUlY?t=614 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
through and more importantly where they got stuck and how they got past it. And so, we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the business

[10:34] YouTube https://youtu.be/JghwiajIUlY?t=627 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
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, plug in your business information, and

[10:49] YouTube https://youtu.be/JghwiajIUlY?t=642 || $718 Spent, 0 Leads: What This Solar Business Did Wrong
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: A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
URL: https://youtu.be/KepgJld9O2w
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/KepgJld9O2w?t=0 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
no one's effing coming to save you no one's going to make you better at your business no one is going to get you to be a better Persuader of people or framer of people other than you what would you say to someone who's still living in that delusion wake up the thing is it doesn't actually matter if it is your fault but it is your problem you have to solve it cuz no one else will that allows you to actually do

[0:24] YouTube https://youtu.be/KepgJld9O2w?t=17 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
something about it if you make a 100 cold calls whether you hate it or you love it or you're meant for it you make the calls and you practice the script you'll get business you can also get business and make money even if you don't deserve it but the idea that I could still have it anyways and not deserve it if I only did the things that got it was like it was kind of like in

[0:41] YouTube https://youtu.be/KepgJld9O2w?t=34 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
the in the weightlifting world that the iron is the iron whether you're black you're white you're a woman 500 lb to 500 lb like the actions that create success are often are kind of the same way anyone can do the thing and get the result no matter how they feel about themselves and I think that's really

[0:58] YouTube https://youtu.be/KepgJld9O2w?t=51 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
freeing the rocky cutscene lasts 2 minutes in the movie but it can Last 5 Years in real life there is no background music there's no audience waiting to cheer for you and you don't know that you're going to beat Apollo Creed so you're in it for 5 years and I think the hard part of Entrepreneurship is the uncertainty that you don't know if it's going to work out but taken to the other natural extreme if you did know and you were guaranteed that it was going to work it wouldn't be

[1:22] YouTube https://youtu.be/KepgJld9O2w?t=75 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
worth it we want a guarantee from a world that doesn't give any and the fact that it doesn't give a guarantee is what makes it worth it to the person who is still you know plugged in and waiting for someone to save them someone will save you but it's you future you the better you the person that you've been waiting to become it's not good it's

[1:37] YouTube https://youtu.be/KepgJld9O2w?t=90 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
outstanding it's truth hey it's Ed myad I just wanted to thank you for being here and I would ask you to please subscribe to the show if you just click the Subscribe button here I would really appreciate it it helps the show grow so we can get even more successful guests on the program to help you at the same time if you're subscribed you're going to get access to

[2:00] YouTube https://youtu.be/KepgJld9O2w?t=113 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
2 minutes the programs before anybody else in the world gets access to them so if you would click subscribe right here thanks so much welcome back everybody this person sitting across from me he's been on the show before you guys all went nuts when he was on but I got to tell you he's probably the person

[2:16] YouTube https://youtu.be/KepgJld9O2w?t=129 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
whose content I share the most on the planet because I think it's that good um I really really like a lot of people uh in the business space I admire and listen to very few and he has risen up the list for me of the people that I admire and I listen to the most because his content is so good his message is so

[2:44] YouTube https://youtu.be/KepgJld9O2w?t=157 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
good because it's based in actual results and actual experience my guest today is Alex heroi welcome back brother thank you for having me and um such a gracious introduction I just to apologize ahead of time the audience there's there's no way I will live up to that but I'll do my absolute hardest I'll try my hardest he will 15 minutes in he will have exceeded it by the way he's got a new book out called hundred million do leads how to get strangers to want to buy your

[3:10] YouTube https://youtu.be/KepgJld9O2w?t=183 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
stuff and uh I think it's the book launch I told you this off camera I've heard the most about ever he had a few people participate in it how many did you have tell them yeah we had 500,000 people who uh signed up for the event we had just under 200,000 who clicked to join live um the moment we we launched it was uh it was wild it was City and I said to him I said well how'd you do it he go actually I did the stuff in the

[3:33] YouTube https://youtu.be/KepgJld9O2w?t=206 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
book yeah give us a couple specifics of what that means I'm going to give a little bit more context and I'll give the the better answer so $100 million offers which is my first book was an offer about making a proposition to somebody that they would say yes to so how to make offers so good people feel stupid saying no and the first question that you need to answer when you're entrepreneur is what do I sell right and

[3:49] YouTube https://youtu.be/KepgJld9O2w?t=222 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
so you make an offer and that's why that was the first book and so the offer book itself was what I would consider a meta book as in it both the goal was that I demonstrate the concept while also so with the book while also teaching about it in the book and so the book itself I I pered it for $1.99 and it came with a

[4:06] YouTube https://youtu.be/KepgJld9O2w?t=239 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
course that most people charge $5,000 for and I gave that away for free and did no paid advertising whatsoever and it continues to sell 25,000 30,000 copies a month this month obviously way more than that because the launch and whatnot but uh but it does more every month than it did the month before and it's still top 100 two years later now the next book answers the next question so once you have something to sell then

[4:29] YouTube https://youtu.be/KepgJld9O2w?t=262 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
you're like well who do I sell it to yeah and so you need leads and so that was why the second book is $1 million leads and so leads mean a lot of different things to a lot of different people but most people agree that they're the first thing that you need to have to get new customers and so the thing that creates

[4:44] YouTube https://youtu.be/KepgJld9O2w?t=277 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
a lead and when I was trying to go through this book I was like what is a lead and so I had a buddy of mine asked me that question and I I stumbled for I was like you know a lead and he was like no what's a lead and so I was like you know it's uh it's someone that you you know uh you get name phone number email address

[5:00] YouTube https://youtu.be/KepgJld9O2w?t=293 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
5 minutes and he's like okay um if someone follows you on Instagram and you can message them are they a lead I was like well yeah I guess they would be a lead he's like okay well if I subscribe to YouTube am I a lead then I was like no I I guess I guess not it wouldn't be because I can't I can't contact you in any way and so we started going through all these things if someone if I knock on

[5:16] YouTube https://youtu.be/KepgJld9O2w?t=309 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
someone's door they elad right and so we started going through it and so we come up with a lead is a person you can contact okay now from there you're like well there's a lot of people I can contact which then gave me the conclusion that what people say they want is leads but what they really want are engaged leads which is a person you can contact comma who's shown interested

[5:33] YouTube https://youtu.be/KepgJld9O2w?t=326 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
in the stuff you sell would you call it qualified lead that be the next level okay so yeah if you're looking on the lead cont you've got unengaged lead engaged lead a qualified lead and then yeah and then you go into customer and whatnot and so uh so then the question is how do you go from an unengaged lead to an Engaged lead and that one that one

[5:50] YouTube https://youtu.be/KepgJld9O2w?t=343 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
flip just from there to there is the entire book after that point where someone raises their hand and says I'm interested in your stuff that is where the book ends okay and so I wanted to show people how to get strangers to want to buy their stuff not to buy it because that would be sales but how to want to buy their stuff and so in going through

[6:05] YouTube https://youtu.be/KepgJld9O2w?t=358 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
this um we made two four boxes and this took it's awesome 100 iterations looking at it again last night it's awesome it was really hard like as crazy as it sounds because I came into it with a lot of the preconceive I was like what what about earned media what about owned media like I had all these I had to deconstruct everything into simply you

[6:22] YouTube https://youtu.be/KepgJld9O2w?t=375 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
can talk to people one-on-one and you can talk to people one to many and there are people who know who you are before you talk to them and there are people who don't and those the those are the four variables so if you're one to one to friendlies that's a warm reach out if you're one to one to strangers it's a cold reach out if you're one to many to

[6:38] YouTube https://youtu.be/KepgJld9O2w?t=391 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
friends it's when you post content it's your audience who knows you and if you're doing one to many to people who don't know you it's paid ads gosh that's good okay and so those are the only four ways that a person can let other people know about stuff anything at all like if a girl is like I just slept with six guys she's advertising what she did she

[6:54] YouTube https://youtu.be/KepgJld9O2w?t=407 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
let people know about it right and so advertising is the process of making known that's how we Define it and so then you're like well if those are the only four things that I can do to let other people know about stuff are those the only four ways to advertise and so the answer is kind of like yes and no because the other four are what I call

[7:10] YouTube https://youtu.be/KepgJld9O2w?t=423 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
lead Getters and so lead Getters are people who let other people know on your behalf yes and so they are where you get the greatest amount of Leverage in advertising because for example if I were to say okay I'm going to hire uh a a recruiter who brings me Affiliates every month and so I hire one person so I do whatever amount of work it takes me to hire one person and then I go and I

[7:33] YouTube https://youtu.be/KepgJld9O2w?t=446 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
sip my Ties on the beach which we know that's not true but just for the example now that person works every hour of every day bringing Affiliates in and then those Affiliates then either they do one of the core four they reach out to their friends they reach out to strangers they post content or they make ads to Their audience to tell them about

[7:48] YouTube https://youtu.be/KepgJld9O2w?t=461 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
my stuff okay for money free stuff or both that's the incentive and so that is an example of a lead getter and how one day's work might create zillions of dollars on the back end by just having having leverage getting more for what I put in and so there are four the first is customers so you do the core going to ask you yeah you do the core four to get a customer now that customer can then do the core for again to get you other

[8:12] YouTube https://youtu.be/KepgJld9O2w?t=485 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
customers do you feel that there's a uh priority among others in other words when you were saying it I'm like customer might be the best one oh yeah for sure the reason I would say customer is more important isn't as much about the customer but about what would make a customer want to refer is typically an exceptional product and so if you have a better product like you can incentivize

[8:28] YouTube https://youtu.be/KepgJld9O2w?t=501 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
any affiliate if you put experience right exactly so I'll I'll quickly go through the four lead Getters and then and then I'll I'll explain the whole cycle in in total so you have customers you have Affiliates which I talked about just a second ago which looks like a customer referral but it's a little because it's it's another business who

[8:44] YouTube https://youtu.be/KepgJld9O2w?t=517 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
refers their customers to you you've got um agencies who can do the core for on your behalf they can run as they can post content they can do Outreach all for you because there are agencies who do all those things and then you have employees so like I didn't I don't make my content I have a team of people who make content for me and so you can see

[9:00] YouTube https://youtu.be/KepgJld9O2w?t=533 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
9 minutes how the first four things are the only things a human can do to let other people know about stuff to advertise the other four are the people you get from advertising who can then do the advertising on your behalf and so the long-winded answer for like how did I get 500,000 people there is that I purposefully took the 24 months leading up to that because once offers launched everything was about lead so I knew that

[9:22] YouTube https://youtu.be/KepgJld9O2w?t=555 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
the audience didn't know that but everything that I was doing was knowing that in 24 months I was going to have my next book come out and so I wanted to use every tactic or method in the book to advertise to advertise the book so that's the whole meta concept the first one is I had to make a meta offer like the book itself is an amazing offer so good people feel stupid in saying no and then 100 million 10000 million leads I

[9:45] YouTube https://youtu.be/KepgJld9O2w?t=578 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
wanted to get as many strangers to want to buy my stuff using warm Outreach cold Outreach uh posting content running paid ads getting customer referrals Affiliates agencies and employees launch itself is validation of the book itself yes keep going and so the thing that always grinds my gears and I think what I've I've strived really hard to do uh with the content that I make Etc is that

[10:08] YouTube https://youtu.be/KepgJld9O2w?t=601 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
I always want the proof to be undeniable and so like I I started the presentation for the book launch with this little picture of a book that says how to Market a book and it has 14 reviews on Amazon and whoever wrote this book I hope I I'm not just like just destroying you that's not my goal I blacked out the name I don't know who it is um but I

[10:25] YouTube https://youtu.be/KepgJld9O2w?t=618 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
don't need to read the book because I already have evidence that the person doesn't know how to Market maret a book because if they knew how to Market a book they wouldn't have 14 reviews so like I have real world evidence that the contents of the book are irrelevant and so I wanted to do the exact opposite of that which is if you're going to have a book about advertising it should be advertised

[10:41] YouTube https://youtu.be/KepgJld9O2w?t=634 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
better than anything and so that was exactly what I wanted to do was just lean really hard on that and purposefully use only the things that I have in the book and so which was actually kind of fun for me so like when we when we scripted out the ads I have an ad ad creation framework that I just I just used the framework that I introduced in the book only and with the

[10:59] YouTube https://youtu.be/KepgJld9O2w?t=652 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
Affiliates I had the the structure that I set up in the book I used only um like I call talk wh whisper te shout which is kind of like the method that you do to launch anything or at least that I used to launch anything um you know like we used agencies when we didn't have to because I wanted to have an agency run it so I could talk about that and then

[11:16] YouTube https://youtu.be/KepgJld9O2w?t=669 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
obviously the team did all the content and so we used all eight methods to promote the book and then that is what resulted it we had 137,000 people came from Paid ads we had 104,000 people who came from Affiliates we had 27,000 Affiliates sign up to promote the book launch we had we had just under so just sorry

[11:32] YouTube https://youtu.be/KepgJld9O2w?t=685 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
just over 200,000 people that came from content um and then we had what am I miss saying and then referrals the rest are referrals do you by the way everyone hearing this right now it's amazing to me obviously the detail of the book and all of that is one thing the other thing is that how many people all the concepts you just describe to them even if they were at the book launch it's still four of them meaning they still look at

[11:55] YouTube https://youtu.be/KepgJld9O2w?t=708 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
business almost like a linear transaction in other words they're this is a simple analogy look here's how I got wealthy I don't play Checkers in business I'm playing chess I've got multiple moves that I'm already making in front of the other one that set up something else most people are like I just got to get this client and then once I get that I'll breathe out loud and then I'm going to go through this

[12:18] YouTube https://youtu.be/KepgJld9O2w?t=731 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
arduous grinding debilitating horrific self-loathing process to get one more right the power of one more that's what myet says and do you agree with that though does it still blow your mind how many people still don't get progressive marketing that stacks on top of one another funnel is a terrible word

[12:39] YouTube https://youtu.be/KepgJld9O2w?t=752 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
but there's multiple funnels Happening Here meaning you've got the affiliate funnel you've got the paid ad funnel if you choose to do it that way you've got your content or client referral funnel yeah but most people in their businesses they're still what you just did is so brilliant there like washing over them

[12:54] YouTube https://youtu.be/KepgJld9O2w?t=767 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
still even of the half a million people that were there you and I know this it's they they they're picturing how business Works fundamentally incorrectly would you agree with that I think so and I think part of it is I would so I would say it's more like a like at least from my perspective like an incomplete picture um so they they see they can usually you can only see as far as like

[13:16] YouTube https://youtu.be/KepgJld9O2w?t=789 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
what's in front of you and so if you are barely making rent you know what I mean and you're barely making payroll it's really difficult to think about brand you know what I mean and so it doesn't make it less important though but it's just really hard and so you know for at least the the prescription that I have

[13:33] YouTube https://youtu.be/KepgJld9O2w?t=806 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
in the book for advertising is pick one method you can pick warm reach outs you pick cold reach outs you can pick you can pick making content you can pick uh running paid ads and those are all the things that you can do and I start there because most people reading anything in business are usually the ones doing it for the most part and so we start with

[13:49] YouTube https://youtu.be/KepgJld9O2w?t=822 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
the core four that a person can do but of course all four work better together yes now you can just do cold calls and you can you can build a business you can just run PID ads you can you can build a business but if you do cold calls run ads and have content that people consume when they click your ad they consume

[14:05] YouTube https://youtu.be/KepgJld9O2w?t=838 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
some content and then they complete the transaction or they you do a cold call they they take the set call and between the set and the close they go to your profile they read some stuff they watch a video to and they're like oh this guy's legit now if you didn't have that the likelihood that you close them would be way lower but you would

[14:21] YouTube https://youtu.be/KepgJld9O2w?t=854 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
attribute the failed close to bad cold calling but you could have given the assist with brand with content let me ask you a hard question I bet I bet no one's this and if they have cool but I was thinking at your work and it like I was going through all of it last night again and I was thinking okay I want to

[14:36] YouTube https://youtu.be/KepgJld9O2w?t=869 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
ask them the tough stuff like the stuff no one's going to ask him an interview I want two entrepreneurs pushing one another to figure this out even together okay so what if the sales cycle of your product is different does that dictate which way you should go so let me give you an example I'm marketing a book that's a tangible product that can be

[14:52] YouTube https://youtu.be/KepgJld9O2w?t=885 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
acquired instantaneously yeah let's switch it let's make it a hard one I'm a realtor yeah I'm in the mortgage business I'm in the Insurance business 15 minutes this sales cycle is a little bit different it's not necessarily A to B bam we've got a client yeah does that change your methodology and let's walk

[15:08] YouTube https://youtu.be/KepgJld9O2w?t=901 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
through a real world one I'm a realtor let's use what I think is maybe the hardest one to make the application fit on some Cycles do you pick a lane all of the lanes and does that matter that the product isn't a consumable can of Coca or a bottle of water but it's a transaction experience that you're going to have to go through in the sales cycle I don't think it would matter at all okay so if we were to just let's fill in

[15:32] YouTube https://youtu.be/KepgJld9O2w?t=925 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
the fill in the boxes if we if we will so like if you're a realtor warm Outreach is going to be you reaching out to your friends and family saying do you know anybody who's interested in buying a house now ideally you probably not start with that because that's what every realtor says so it might be something like hey what's your dream home or something like that and then you can start talking about something more interesting believe me I'm not in the

[15:48] YouTube https://youtu.be/KepgJld9O2w?t=941 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
real estate space so hopefully there' be a better hook but that would be the idea cold reach outs is you're you're just dialing numbers that are close to you or cold emailing or you know that is that is cold reach out uh if you're you're making content you're talking about the houses that you're selling and many Realtors do that um and then you have paid ads which also plenty of Realtors

[16:04] YouTube https://youtu.be/KepgJld9O2w?t=957 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
either generate buyer or seller leads that they call and then they can help them sell their house so either they list houses and they show these you know six or seven carousels of cool houses and they get buyers or uh they talk about recent sales and then and use them as case studies for like here's the 17

[16:20] YouTube https://youtu.be/KepgJld9O2w?t=973 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
steps in the process we took this house from the owner thought they could sell for 500 I sold it for 575 and this was the 60-day process we ran through if that sounds interesting I can walk you what I would do for your house whatever so that would be the core four but a good realtor should also have friends who are an to the industry so it might

[16:36] YouTube https://youtu.be/KepgJld9O2w?t=989 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
be uh you know Lawn Care people it might be uh I know there's regulations around loans and kickbacks and things like that but like still cleaners anybody who's does Home Services you can still get referrals from them which would be an affiliate right now customer referrals is you sell the house and you ask them

[16:51] YouTube https://youtu.be/KepgJld9O2w?t=1004 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
for friends or before you sell the house you ask them for friends or sometimes they just do it on their own because they actually like you and you did a good job right from an agency perspective you could hire agencies to do any of those things and then if you have more if you're if you're a bigger realtor and you have a team of people then you can use your employees to do any of those things on your behalf and

[17:07] YouTube https://youtu.be/KepgJld9O2w?t=1020 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
so the core four and the four lead Getters work independent of whatever business you have because they are simply the only ways that one human can tell other human about stuff it's a fact so let me give you an example I have several homes listed right now just different things I'm doing I'm just thinking through what you just said one

[17:22] YouTube https://youtu.be/KepgJld9O2w?t=1035 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
of the homes I've listed they literally knocked on my door as a cold call yeah and the fact that they did that they make a lot of money too I was like this is my lady yeah so that's one of them the other one I have an interior designer yeah referred me the realtor that is now listing my house that isn't that interesting and the third one just

[17:38] YouTube https://youtu.be/KepgJld9O2w?t=1051 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
literally had a digital footprint MH that I saw their digital footprint went to their brand was validated by other significant properties they had sold and they're listing that property so what he just said I just gave you in my own life validation of all three of those methods right there off the top that I'm

[17:53] YouTube https://youtu.be/KepgJld9O2w?t=1066 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
currently using currently in the MLS with three people in that industry exactly the way that he just described but I wanted to push you to describe it 18 minutes first because that's the theory here's why I think you're this way too there's validation and then I want to push the theory to the extreme most

[18:09] YouTube https://youtu.be/KepgJld9O2w?t=1082 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
difficult measure to see whether it passes the take an on water test yeah and that's what it does for me number one thing I want to ask you someone's an entrepreneur they're listening to this and they are not getting enough leads in general and they're they're literally thinking that what I'm going to do is I'm going to continue to do just posting

[18:30] YouTube https://youtu.be/KepgJld9O2w?t=1103 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
stuff on my Instagram over and over again and people are going to magically appear if there's one step now I should take to change my tactic first thing I should do aside from get the book get the book would be what so if I needed to make money tomorrow yes and I was that guy yes it's the first of the core four

[18:46] YouTube https://youtu.be/KepgJld9O2w?t=1119 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
in the book which is warm Outreach and so what that means is I go through my email and I look at every single contact that I already have already in my email list I open up my iPhone or my Android and I go down my contact list and I download that and I export it and then I look at every one of my social media

[19:02] YouTube https://youtu.be/KepgJld9O2w?t=1135 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
profiles I've got 700 followers on Instagram I've got you know 400 friends on Facebook and I list out all the people into one Mondo Excel sheet that is my first leads list yep and I reach out to them and I open with something that has nothing to do with my profession which usually has something to do with their life and so I take the 30 seconds before I message everyone because you only have a fixed amount of

[19:25] YouTube https://youtu.be/KepgJld9O2w?t=1158 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
people and I would say what's new in Sarah's life Sarah just had a kid Sarah just moved Sarah just had a baby Sarah just competed in tough mutter whatever and then that would be my opener and then then it's house things right and then once you have house things then you transition you can you can move the conversation into whatever Direction you want if I'm selling Fitness I would say oh well how do you have time to you know cook cook food and and get in shape if

[19:48] YouTube https://youtu.be/KepgJld9O2w?t=1181 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
if it was uh you know I was career coaching i' be like how are you making time for work in your career goals if I was talking about if I was selling therapy I would say like how's your mental state with like crushing all these goals but like are you taking time for yourself like I could you know what I mean like I could sell anything from Once I just know once I have their attention and we use something that

[20:05] YouTube https://youtu.be/KepgJld9O2w?t=1198 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
called the ACA framework which we learn from the gym world but it works with anything it's really just how to talk to a human being but is acknowledge whatever they said complement them on a legitimate compliment and then ask the next question and so a lot of people just don't know how to have a conversation and so whenever someone says you know I you know I did the tough

[20:23] YouTube https://youtu.be/KepgJld9O2w?t=1216 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
mutter I would say it's so cool that you did the tough mutter compliment which would then say something like that's like that's so tough of you um you know um it's so cool that you take that time to to push yourself you must be that type of person I would label them with something that I want to use

[20:40] YouTube https://youtu.be/KepgJld9O2w?t=1233 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
later in the sale and then uh so and then the ask is let me move the conversation forward right and so that is I then have my big list of every single contact that I have and I start with the open hook that's personalized to them and then I move them through ACA and then I set them up for a 10-minute qualification call of some sort to just to make sure that they like whatever it is and then I would set up for a real conversation so and if you're curious

[21:03] YouTube https://youtu.be/KepgJld9O2w?t=1256 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
what does that 10-minute call look like yes it's uh so I use something called The Closer framework and it's not that this is the perfect way to sell it's just it's a it's a simple uh acronym that I used to organize sales scripts and so C is clarify why they're there right because they got on the phone for a reason or they decided to respond back to you for a reason and so it's the

[21:20] YouTube https://youtu.be/KepgJld9O2w?t=1273 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
first obstacle that comes up in any sale is someone says I just wanted more information well no they didn't they got there because they have a problem like you're not just hopping on phone calls for information all day of course you're not right like you can make that joke if you want to really good right and it's like well what because then you just clarify like what problem do you want to solve

[21:36] YouTube https://youtu.be/KepgJld9O2w?t=1289 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
like six months from now what do you want to have happen and then then the person's like well I you know I can't fit in my jeans anymore you're like right boom I've clarified where they're there then you restate it with L label them with a problem so to be clear you're not the weight you want to be you're currently how much 200 lb what

[21:50] YouTube https://youtu.be/KepgJld9O2w?t=1303 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
would you like to be my high school weight what's that 130 got it Gap Okay cool so then we go c l now we go to O so this is the closer framework o is overview their past experiences this is what I call the pain cycle so you say what have you tried so far how did that work for you what did you like what did you not like whenever they say the things that they like you mental note of that so that when you present Your solution you're going to talk about and tie the things that they liked about

[22:14] YouTube https://youtu.be/KepgJld9O2w?t=1327 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
part of their buying map uhhuh and then the Pain part is where they're like oh this was terrible it's too hard to follow they didn't pay attention to me no one followed up blah blah blah and so then it's like well what else have you tried and so we just keep doing until we've exhausted all the pain and whenever you bring up past experiences

[22:29] YouTube https://youtu.be/KepgJld9O2w?t=1342 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
it always aggravates and increases importance like in in the political world whatever the new cycle is on people will say is the most important issue of the election and it's really just whatever the media chooses to whatever piano key they want to play on everyone's emotions that month but it works the same way on a micr level in a

[22:44] YouTube https://youtu.be/KepgJld9O2w?t=1357 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
sale so whatever you're talking about the pain cycle is going to be the thing that they now think is more important maybe my health is more important maybe my the CLE cleanliness of my house is more maybe I do need insurance like whatever it is right um and so in a set call we stop there so you basically go CL clarify label overview the past experiences they're in the middle of

[23:00] YouTube https://youtu.be/KepgJld9O2w?t=1373 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
23 minutes pain and you're like I think I can totally help you I don't have time right now let's put a much long cuz this is like a cold like basically it's a set call now if someone has if if you're if you're selling a smaller ticket thing then you can go Cradle to grave right you can go to cl to cloes if you want to but if you're selling an insurance product you're trying to buy you know

[23:15] YouTube https://youtu.be/KepgJld9O2w?t=1388 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
get them to do a house or do a longer sale then cool then let me put some stuff together for you so I can give you a much more informed answer but I think we can really help you can I ask you a question before you do that do you get any commitment from them like if there's if I can end up helping you or you open them solving the solution for you or do you not get any hook close at that point

[23:31] YouTube https://youtu.be/KepgJld9O2w?t=1404 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
yeah we call the Integrity tie down so yeah we um yes we have uh we have this big checklist that we call the lead nurture checklist but it's like 17 things that we that we do whatever like we take on a portfolio company um we always look at their show rates on appointments and we can usually take all show rates even in the coldest prospects

[23:46] YouTube https://youtu.be/KepgJld9O2w?t=1419 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
to 85% but it's it's l like everyone's like what's the one there isn't one thing you have to do like 17 things that each bump You by 5 to 7% but I like it so you're going to end the conversation there with some probably minor commitment CL that if you can solve the problem they're going to move forward when you get back together 100% And so

[24:02] YouTube https://youtu.be/KepgJld9O2w?t=1435 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
then when we go to the second call we still go through clo again and you be like again you're like sure will and you just dive a little bit deeper into all of them and then you go SE so s is sell the vacation and I use This Acronym uh this moniker because I say you want to sell the vacation not the plane flight and so a lot of people when they when they want to sell stuff they talk about the widgets right they talk about TSA they talk about checking their bag and taking their shoes off and who they're

[24:24] YouTube https://youtu.be/KepgJld9O2w?t=1457 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
going to sit next to on the plane and the seat and how long the flight's going to be and modules and the services and whatever but people just want Maui yes and so you should be describing the beach and the ocean and that what they're going to experience the moment they get into the hotel room right and they can open up the the curtains and they look out the window like that's

[24:40] YouTube https://youtu.be/KepgJld9O2w?t=1473 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
what we should be describing not how they're going to get there so you sell the vacation and then ER is explaining with their concerns so once you sell the vacation that's when you make the ask and then enr is okay if they don't say yes immediately totally reasonable most people don't uh expect no yeah train for

[24:57] YouTube https://youtu.be/KepgJld9O2w?t=1490 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
no cuz that's where you make the money um and then we explain where their concerns and so you know for for us I I train on three major obstacles which is they they correspond to distortions of reality um from uh Dr Albert Ellis yeah and so you've got people who are upset at the universe so circumstances you that's on the outer outermost layer and then the next level underneath and this is like an onion so if someone says no

[25:23] YouTube https://youtu.be/KepgJld9O2w?t=1516 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
and they say time money this isn't the perfect fit for me all of those are circumstantial and that's the easiest thing to say and that's the first thing people say when they say no the second level underneath of that is other people so first people are obset and distorted about the universe everything's unfair nothing goes my way the next level is because of

[25:41] YouTube https://youtu.be/KepgJld9O2w?t=1534 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
insert person blame finger goes out my kids my husband my co-workers my mom whatever it is won't let me do this thing and so they put all the power in the other person and so we have to break that apart and get somebody who's in power who can actually make a decision and usually I am a a big believer in sales being an actual empowerment conversation because if you're talking

[26:03] YouTube https://youtu.be/KepgJld9O2w?t=1556 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
to an empowered decision maker who's informed that's the only person you want to talk to and I believe a well structured sales conversation can increase the number of people who are that person agreed and so uh the final layer the deepest one um is is themselves right and so they they have their own fears that they have to overcome um and doubts about what's going to happen and so we work through those those layers uh until we

[26:28] YouTube https://youtu.be/KepgJld9O2w?t=1581 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
eventually have a person who has now made a decision and so when we can do that I'm a big believer in like try and get yes and no not not to be not to be like hard closing but just so that if someone doesn't give a decision then we want to walk them through how they make decisions so that they can make a decision about your product and so as we're going through so that's that was basically just like the explaining way

[26:50] YouTube https://youtu.be/KepgJld9O2w?t=1603 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
concerns and then finally R is that the person says yes and you reinforce the decision and so a certain percentage of sales especially in high high volume transactional sales organizations people back out they get cold feet Etc and so what we try and do is the moment someone closes we want the next 24 hours to be unbelievably

[27:06] YouTube https://youtu.be/KepgJld9O2w?t=1619 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
choreographed and so like and we're talking immediate so the moment they sign or the moment the credit card goes through they get a text from the onboarding person or we do a warm handoff like hey this is Shirley Shirley's going to be taken from here like I said earlier and so what we want to always do is set expectations meet expectations set expectations meet

[27:22] YouTube https://youtu.be/KepgJld9O2w?t=1635 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
expectations and I have changed my tune about this I used to always say overd deliver but I've I've come to the point now where I genuinely believe that if you just keep your word you nailed it they will trust you more and ideally and this is a little hack for everyone if you're any any type of services business let's say you're an agency that does SEO whatever and it takes you 14 days to

[27:44] YouTube https://youtu.be/KepgJld9O2w?t=1657 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
on-ramp somebody rather than saying we're going to touch in every week right which would be fine and that's what most people do in that week you probably do like 25 things right but you're going to have one meeting if you want to be really clever every day send an email it says hey no need for reply just want to let you know we did these three things

[28:01] YouTube https://youtu.be/KepgJld9O2w?t=1674 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
we'll recap at the end of the week but I just want to let you know where we're at if you send progress supports every day what happens is you create multiple reinforcement cycles and so you're setting and completing setting and completing and so at day seven when normally your competitor has only talked to them this is the first time they talked to them since the sale you had a

[28:17] YouTube https://youtu.be/KepgJld9O2w?t=1690 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
warm handoff and they've received communication from you every single day so this is like the eighth touch point corre for them and now their trust in you is so much higher which then translates to way lower backout uh way higher ascensions into whatever your next uh Revenue thing is or the next product or expansion revenue and more referrals and testimonials and so we try and choreograph that process and that's the r and so close your framework

[28:42] YouTube https://youtu.be/KepgJld9O2w?t=1715 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
clarify where they're there label them with a problem that you can solve overview their past experiences the pain cycle sell the vacation not the plane flight explaining where their concerns and then reinforce the decision okay a lot to unpack there okay so hang on first off this is one of those notes a segment on the show rewind it and go listen to it again go rewind 7 minutes

[28:59] YouTube https://youtu.be/KepgJld9O2w?t=1732 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
back or whatever that was and listen to it again because there's genius in there I just want to unpack a couple of the things most of you make the mistake in whatever it is that you're doing you even doing it with your kids you're you are selling the plane flight you're selling the process you're selling the steps yeah as opposed to the beach that's a

[29:15] YouTube https://youtu.be/KepgJld9O2w?t=1748 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
biggie number two this this notion of the 24 hours post I cannot get over how many people think the sale just got closed I'm done I cannot get over it number one you're probably going to lose the sale number two you're definitely diminishing the amount of leads you're going generate from it I just did a very significant transaction with somebody I had a very laid out process in my

[29:32] YouTube https://youtu.be/KepgJld9O2w?t=1765 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
company it's a very major exit type decision for somebody okay I told my team the second we hang up this phone he is going to begin to doubt this decision if he's an airplane he's freaking losing altitude we need to be doing X Y and Z which but it's already a predetermined process I was just taking them back through reminding them why some of the business business you have it is just a

[29:58] YouTube https://youtu.be/KepgJld9O2w?t=1791 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
24-hour process some of you to your other point it's a week or eight or 10 days and whatever it might be sure enough what was supposed to happen the next morning didn't by midday we were behind then he messages us with a question right which we replied to then he messaged with another one when the second question came in I messaged the entire team this Deal's over yeah we're losing this deal no no no we can get it

[30:24] YouTube https://youtu.be/KepgJld9O2w?t=1817 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
back we've lost the deal he has switched he's got downward momentum and it's our fault sure enough massive like close to 9 fig mistake that was a process that was involved some of you are making a $800 mistake when this happens let me ask you a hard question because this is something I've done in my career it's not process driven but it's important you went through this process sometimes I think that somewhere in that

[30:48] YouTube https://youtu.be/KepgJld9O2w?t=1841 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
flow tell me if intuition works or you just stick to the process somewhere in that flow before you get the clothes I've had the intuition know this person's ready right now MH I can go to this step mhm that's not necessarily something that's able to teach on scale do you know what I'm saying but I've

[31:05] YouTube https://youtu.be/KepgJld9O2w?t=1858 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
also watched a lot of people go you have them here and now you're beginning to layer objections in it and it's taking longer than their tolerance level is I see a lot of people especially the longer they're in Sal they unsell them they give them more let me tell you one more thing one other thing you should know one other thing by the way my

[31:21] YouTube https://youtu.be/KepgJld9O2w?t=1874 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
checklist says step four is I then do this do you because scaling this isn't as easy is but I also know the real world should someone still have sensory acuity when they're in the process and go we're ready now so the way that we train sales um is that one we start you might love this okay so we try and think back to front which is if someone a lot of people train Rapport building first they train the script top to bottom but

[31:45] YouTube https://youtu.be/KepgJld9O2w?t=1898 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
if someone knows how to do the first half of the script and they don't know the second half of the script the likely that they can close is zero yes if you train people from the back of the script to the front of the script if someone doesn't have Rapport and they don't know the opening questions but they know how to close the likelihood they could close is greater than zero 100% And so 100% And so for us my belief from a selling

[32:01] YouTube https://youtu.be/KepgJld9O2w?t=1914 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
perspective is that if if you follow the closer right clarify where they're there all we're doing asking questions labeling them is just asking for agreement on one statement that they have the problem overviewing past experience is just questions we haven't said anything else we're just asking questions and then the only time you actually make a statement is when you

[32:17] YouTube https://youtu.be/KepgJld9O2w?t=1930 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
sell the vacation and then after that you ask and so for us we the E only comes out after they've said no and so we got it we explain it through uh obstacles and objections and so objections as I see them come up after the ask obstacles come up before the ask and so if someone says I'm just here for more information that's an obstacle so we want we handle that UPF front if you

[32:40] YouTube https://youtu.be/KepgJld9O2w?t=1953 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
know like in upfront again it's like is there any other decision makers that need to be on the call and we asked that in the nurture process before we're on the call and we'll reaffirm that at the beginning because if they say no or yes I do need someone then like cool let's just reschedule there's no point in going through this objections happen which is Universe like time money fit uh

[32:57] YouTube https://youtu.be/KepgJld9O2w?t=1970 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
I need the other decision maker or I don't know how to make a decision which is the personal thing the doubt part and so then we walk them through making a decision-making process but each one of those we always loop back so they give us the thing we overcome it and we say great so now you're ready or makes sense

[33:13] YouTube https://youtu.be/KepgJld9O2w?t=1986 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
fair enough let's ready to move forward you have your ID on you whatever the closing question is and so that way as soon as someone says yes that is when we stop selling so that's the big to your point of the UN selling is because people then get like really excited it's like dude take credit card as soon as

[33:31] YouTube https://youtu.be/KepgJld9O2w?t=2004 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
they say yes great what card you want to use yeah by the way I know my audience is like dude this is Hardcore today which is exactly no no no this is exactly what you bring to the table and it's actually the stuff like you know look it'd be great we can do another episode today if you want like hey guys you be positive like we could do that or

[33:46] YouTube https://youtu.be/KepgJld9O2w?t=2019 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
we can actually give you teeth okay here's something you do very well this is where I think the offer and the lead thing sort of uh marry one another totally I'm watching you I listen to you and you either do this unconsciously which I doubt the best people that I know that are entrepreneurs of any type okay you can even go to jobs and I can argue he

[34:10] YouTube https://youtu.be/KepgJld9O2w?t=2043 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
was great at it you can go to musk I can argue he was great you can go to a hardcore selling person like Ellison or whatever okay they know how to frame mhm okay Alex you're an incredible framer okay you know how to pre-frame something before you do it you know how to create the frame when you're doing it and then you know how to post frame I'm amazed

[34:35] YouTube https://youtu.be/KepgJld9O2w?t=2068 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
blown away like a great speaker walks out on a stage they pre-frame what's going to happen there today then they sit in the frame with you then they tell you what just happened yeah okay this is just something most people are oblivious to and if you're not good at it you may get a close and not get leads if you're

[34:51] YouTube https://youtu.be/KepgJld9O2w?t=2084 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
not good at this framing stuff your ad's going to suck if you're not good at this framing stuff your Affiliates aren't going to offer it correctly so all of this fits in there I'm good at very few things I'm a really good framer no no I'm a really good framer of messaging of I framed you in the beginning of the message I just framed the complicated thing you just called it so I reframed

[35:13] YouTube https://youtu.be/KepgJld9O2w?t=2106 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
what it means are you conscious of that do you teach it do you think it's something that most entrepreneurs and salespeople entrepreneurs Andor sales people are not aware of enough yes um in terms of teaching it I don't I think that good FR I think framing to your point using a different word just contextualizing I think it's I think it's a teaching skill and so what we're what we're saying is like I said this

[35:37] YouTube https://youtu.be/KepgJld9O2w?t=2130 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
this is what this means it's like I'm translating this because you might speak in techno jargon for whatever the thing that you're selling is and they're like you just said a lot of words you're like it means your house is going to be protected right that's what this means can I can I give you another example of a frame your launch yeah you framed it as

[35:54] YouTube https://youtu.be/KepgJld9O2w?t=2147 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
here's everything that's going to be everything that's going to be here's going to be be and then and it's free yeah so you created a particular frame and then you stepped out of it and shocked them yeah but what you did is first off you have a Generous Heart and that's why you really did it but let's also be honest you created this massive

[36:10] YouTube https://youtu.be/KepgJld9O2w?t=2163 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
value frame this would cost you this this is how I did it this would do this this would do this and then emotionally at the end because you were emotional about what you were giving them and believed in it so deeply yeah but then you kind of stepped out of the frame and went all that yeah bam and now you're back in a new frame which was a value

[36:25] YouTube https://youtu.be/KepgJld9O2w?t=2178 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
gift gen generosity now everybody leaves a launch this a super important I don't even know if you know you did this I mean I I know you know what you were doing but I don't know if you know what that led you have built a reputation of being someone who brings tremendous value okay that's one thing tremendous

[36:42] YouTube https://youtu.be/KepgJld9O2w?t=2195 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
value well-prepared articulate you know Cutting Edge clearly does this isn't talking about Theory yeah that was the frame that was going on the entire launch and then you stepped out of the frame and became a Jesus figure literally your frame changed kind generous giving philanthropic and so you get this great value frame and then you stepped in you guys all know what I'm saying in other words he created Great

[37:08] YouTube https://youtu.be/KepgJld9O2w?t=2221 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
Value then he stepped out of the frame and gave it to you and that that's that's it's an to to your point an irresistible offer when you do it that way were you conscious of that and when I explain it back to you do you see what I'm describing you usually use two frames there yeah 100% um punking the game is that what you call that well just a phrase I like for it um and it

[37:31] YouTube https://youtu.be/KepgJld9O2w?t=2244 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
was so good Alex and I'm I'm it was so good it's going to make it really hard for anybody else to launch a book hopefully no it's going to make it really hard you changed what that frame looks like now and honestly I wanted to honor the book because of how much time I put into it and so I put I put probably 200 hours into the presentation

[37:50] YouTube https://youtu.be/KepgJld9O2w?t=2263 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
um but I put I put 2,000 hours into the book and so it was only 10% of my work from the book went into the presentation even though the presentation was you know a big a big thing um but to your point with the contextualizing like if I said here's this thing enjoy it people don't know how to process that yes and so it's breaking it down so that they can understand how how this will actually benefit their lives and if I

[38:15] YouTube https://youtu.be/KepgJld9O2w?t=2288 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
can my Hope was that people would at 12,000 at $5,000 at $3,000 as I price dropped during the during the the pseudo pitch that people and I got messages after being like dude I was there at 5: I was I was in and so it's different than giving a free gift I wanted to give a $12,000 gift to every person that was

[38:33] YouTube https://youtu.be/KepgJld9O2w?t=2306 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
there but I had to justify why it was $112,000 gift and why everybody would have paid that but then instead got it for free um but Alex what I'm saying is that it was brilliant and by the way very generous of you but this is something in the sales process I don't think most people they they're giving away their product they've not created a

[38:49] YouTube https://youtu.be/KepgJld9O2w?t=2322 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
frame of its value yeah before it's reduced to the access point that you can get it at and that's something all of you just the concept of what we're describing you've all got to start to understand or you're not going to be as great as you could be you're not going to be the goat at what you do I want to go I want to go to some of the things

[39:05] YouTube https://youtu.be/KepgJld9O2w?t=2338 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
you've yeah here's something a guy said recently this dude said there's a moment when every boy realizes no one's coming to save him and that's when he becomes a man and some boys never get there and stay children forever that guy was you that said that and it's important when we step out of this like this stuff matters because no one's

[39:28] YouTube https://youtu.be/KepgJld9O2w?t=2361 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
effing coming to save you no one's going to make you better at your business no one is going to get you to be a better Persuader of people or framer of people other than you and I just feel like that's one of the more profound philosophical comments there's a lot of grown men and women that are still boys and girls because they think someone else is coming to change their life you

[39:53] YouTube https://youtu.be/KepgJld9O2w?t=2386 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
say otherwise what would you say to someone who's still living in that delusion wake up I mean 40 minutes reality probably stares at them and start contrast to what they want so they're like it's I use the blame finger a lot which is that power power follows blame and so if you blame the government who you think is supposed to save you or you blame politicians who you think is

[40:16] YouTube https://youtu.be/KepgJld9O2w?t=2409 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
supposed to save you or blame your company that you work for who you think is supposed to save you or you blame the market doesn't really matter or your parents the whoever you blame is the person you ultimately give power to and I find that really interesting because when I was the my moment of figuring this out was when I was 19 and I was really resentful of my parents

[40:33] YouTube https://youtu.be/KepgJld9O2w?t=2426 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
specifically this instance was my mother and I blamed her for the way I was acting I was like well if she parented me differently I wouldn't be this egotistical and arrogant and whatever and I realized that I actually was giving the person that at the time I disliked to the most in the world all the power over my behavior and so I was

[40:55] YouTube https://youtu.be/KepgJld9O2w?t=2448 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
like so that idea sickened me that the person I disliked the most again at the time was the one that I was actually giving my leash to wow and so I was only acting in response to this leash and then and and willingly voluntarily giving her all the power of my life and all I was doing was reacting to what this person did or what the government does or the politicians do and so the

[41:17] YouTube https://youtu.be/KepgJld9O2w?t=2470 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
first I mean I've said this before but the the the first two words of getting out of poverty are my fault and the thing is it doesn't actually matter if it is your fault but it is your problem and so you have to solve it cuz no one else will and so that that that allows you to actually do something about it and so that that's been I'm a big believer in operationalizing and

[41:41] YouTube https://youtu.be/KepgJld9O2w?t=2494 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
only thinking about things through actions rather than feelings because the feelings come and go and also they are Justified or unjustified it also is irrelevant because like if you make a 100 cold calls whether you hate it or you love it or you're meant for it or you you you never want to do it for the rest of your life you make the calls and

[41:58] YouTube https://youtu.be/KepgJld9O2w?t=2511 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
you practice the script you'll get business and you can also get business and make money even if you don't deserve it which for me was actually a really comforting point because there was definitely moments in my life where I had tons of self-loathing didn't think I deserve anything blah blah blah but the idea that I could still have it anyways and not to serve it if I

[42:15] YouTube https://youtu.be/KepgJld9O2w?t=2528 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
only did the things that got it was like it was kind of like in the in the weightlifting world that the iron is the iron whether you're black you're white you're a woman 500 lb is 500 lb and so like the that create success are often are kind of the same way which is like the 100 phone calls or the 100 pounds on the bar the work just needs doing and it doesn't and I think it's it's incred for me it's really inspiring that anyone can

[42:38] YouTube https://youtu.be/KepgJld9O2w?t=2551 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
do the thing and get the result no matter how they feel about themselves and I think that's really freeing and so to the person who is still you know plugged in and waiting for someone to save them someone will save you but it's you future you the better you the person that you've been waiting to become bro you almost look like a somber look on your face when you say it do you say that because like you think so many

[43:01] YouTube https://youtu.be/KepgJld9O2w?t=2574 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
people just aren't going to get that or do you say it because it's just so obvious to you at this point I think it's because I've been there you know and so that's I think that's that's why you know my tone probably changes when I talk about that stuff but like I mean the reason I make this the all the content that I do is cu

[43:16] YouTube https://youtu.be/KepgJld9O2w?t=2589 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
like I get it like it I mean it's tough like it I mean it the thing the rocky cutscene lasts two minutes in the movie but it can Last 5 Years in real life and it's not and there is no background music you know what I mean and there's no audience waiting to cheer for you and you don't know that you're going to beat Apollo Creed so you're in it for five years and

[43:39] YouTube https://youtu.be/KepgJld9O2w?t=2612 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
I think the hard part of Entrepreneurship is the uncertainty that you don't know if it's going to work out but taking to the other natural extreme if you did know and you were guaranteed that it was going to work it wouldn't be worth it so we want something from a world we want a guarantee from a world that doesn't give any and the fact that it

[43:55] YouTube https://youtu.be/KepgJld9O2w?t=2628 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
doesn't give a guarantee is what makes it worth it bro bro my nephew's got an auto detailing business he just started and uh he calls me goes Uncle Eddie I just don't know whether or not my business is going to work and happen and uh I said well I don't know whether it's going to work or happen as well but I know that if you did the work it's likely to happen yeah and I go but are you willing to do the ugly yeah he said what do you mean I said the ugly ugly he goes well you know

[44:27] YouTube https://youtu.be/KepgJld9O2w?t=2660 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
I said so your existing clients do you have an affiliate program when they can refer you people he goes actually I do for every one of these they get $25 or whatever it was I go that's really good I said how many are you getting from that and he goes well I only have like you know 18 clients so like three of them have sent me somebody I go well if that's all you continue to do you're

[44:43] YouTube https://youtu.be/KepgJld9O2w?t=2676 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
probably going to have a difficult time to your point of the paths and he goes well what would you do I said I can tell you exactly what I would do it would be inevitable um what are you do in Saturdays and Sundays you do in cars he goes no I don't have any cars to do I said well I'd go print out a whole whole bunch of flyers and I go knock on doors where people have cars yeah and he goes

[44:59] YouTube https://youtu.be/KepgJld9O2w?t=2692 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
oh really I go yeah I'd knock on a 100 Doors a Saturday I'd give him my flyer let them know about my business get them exposure let them know what a great job we do give them a list of my Instagram and they can see the other cars we've cleaned and the other things that we've done and and any way what happens is the more you have a specific plan like this where you're willing to do the ugly and

[45:15] YouTube https://youtu.be/KepgJld9O2w?t=2708 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
run the numbers your fear level diminishes to an extent the notion that's going to go away completely isn't true but there's something about doing the ugly thing that reduces fear it not only increases your chance of winning but you're like the possibility mathematically of me losing now is rather small but when you're not doing these things the reason you're living with so much fear is you know the possibility of you not winning is rather

[45:39] YouTube https://youtu.be/KepgJld9O2w?t=2732 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
great yeah and so you're living with a fear that's self-imposed self-induced and your fault because you're not willing to do the ugly and I think that's why sometimes when I look back at those days I have that same look you have there's also an internal part of me that goes man I actually did did those ugly things when I didn't want to when I didn't have any desire to and I wasn't

[46:02] YouTube https://youtu.be/KepgJld9O2w?t=2755 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
sure it was going to work but I was actually almost ensuring it was going to work based on the math part of it you know what I'm saying 100% one of my favorite like math equations to figure out is the input output equation to what I want and so like as soon as you can boil down whatever goal you have into

[46:18] YouTube https://youtu.be/KepgJld9O2w?t=2771 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
like the most simple version of the action which is like I need to dial this many things or I need to send this many emails or I need to send this many direct messages or I need to post this many posts of content or I need to run this much per day in advertising or PPC or SEO or whatever it is as soon as it boils down to that then it then then it's plug and- chug then it's just then it and then what happens is action

[46:41] YouTube https://youtu.be/KepgJld9O2w?t=2794 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
alleviates anxiety and so so I'm I'm going to give two polar extremes here so this is something I'm I'm working on but so I told I was saying earlier that I like operationalizing words and like what they mean right and so sadness comes from the perceived lack of options it's why it feels like hopelessness you don't know what to do that's why you feel sad and you can

[47:05] YouTube https://youtu.be/KepgJld9O2w?t=2818 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
solve that with knowledge right because sadness is actually an ignorance issue just you just don't know so if you did know what to do then you wouldn't be sad anymore because you know what action to take anxiety is the opposite of that which is you have many options in front of you but you don't know which to take which is a lack of priorities and you solve that with a decision and so usually you have lots of

[47:28] YouTube https://youtu.be/KepgJld9O2w?t=2841 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
decisions that you haven't made and then that's why you have anxiety and so you need to confront decisions you need to make and so there was a a point that I was getting to and I totally forgot because I got really excited about this stuff but no it was the fact about about um action and reducing fear when you

[47:42] YouTube https://youtu.be/KepgJld9O2w?t=2855 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
don't know you have lose hope yes and so and so once you have the clear path of like you you you solved it which is why you're listening to this podcast or you read the books is that so you can go from ignorance not knowing to knowing what you need to do then it's literally just saying the first six hours of my

[47:59] YouTube https://youtu.be/KepgJld9O2w?t=2872 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
day every day and I still do this just so you like this habit like I was asked once what was what's the biggest Roi habit now everyone has different things but for me is that the first six hours of my day every day is dedicated to the activities that I need to do to move the business forward I don't take meetings I

[48:15] YouTube https://youtu.be/KepgJld9O2w?t=2888 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
don't take calls it's just meh after the that six hours is when my day starts so that's when I do I take my meetings I take my calls and whatever and so in the early days when I had customers then that meant that I would work from 4 to 10: and then I would do all my customer stuff after that now where I'm at now I don't have customers per se and so I wake up a little bit later and I work and I work from 6 until

[48:40] YouTube https://youtu.be/KepgJld9O2w?t=2913 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
and the way that this my my team schedules my calendars they actually work from the back of the day forward and so if I have like three meetings they're going to start them at you know the last one will be at 4:30 4: and then 3:30 and so I have from the moment I wake up until 3:30 in the afternoon to move my stuff forward that's how I work

[48:54] YouTube https://youtu.be/KepgJld9O2w?t=2927 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
but I'm not an operator Lea my wife is stacked meetings all day long CU she's running the teams and she's keeping Cadence on stuff and I say that because if you were the entrepreneur then in the beginning your responsibility is to let other people know about your stuff if more people know about your stuff more

[49:10] YouTube https://youtu.be/KepgJld9O2w?t=2943 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
people will buy it that is a promise you can take that to the bank and so like if you think about the absolute natural extreme if every person on planet Earth knew about your business you would make more money and so the question then just becomes how do I let more people know about my stuff and that's why I wrote

[49:24] YouTube https://youtu.be/KepgJld9O2w?t=2957 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
the book but it's like and I I wanted to make it action oriented because either you did the reach outs or you didn't either you posted the content or you didn't either you ran the ads or you didn't and you switch who you're advertising to so we're talking about Affiliates you can post content to get Affiliates you can do warm reach outs to

[49:40] YouTube https://youtu.be/KepgJld9O2w?t=2973 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
get Affiliates you can run paid ads to get Affiliates you can also do all those things to get customers and what do you think recruiting is you do cold reach outs to get employees you run ads to get employees you like the the process of making something known is the same whether you're recruiting employees

[49:55] YouTube https://youtu.be/KepgJld9O2w?t=2988 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
recruiting customers recruiting Affiliates recruiting an agency how do you find out about agency it's the same process of making known and so right now if you're not getting the amount of leads that you want you're not advertising enough period And so and again with the leverage thing is that you don't need to be like we got 500,000 leads you know to to come to for the event register for the book launch I didn't get

[50:18] YouTube https://youtu.be/KepgJld9O2w?t=3011 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
500,000 I I did I'll tell you what I did I hired someone who is a director of people who then hired a director of brand who organized my media if we're really talking about this right who organized my media team who posted 300 pieces of content a week leading up to the launch of the book my director of people hired my internal director of marketing who reached out to six agencies and picked

[50:43] YouTube https://youtu.be/KepgJld9O2w?t=3036 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
the one that he thought was best suited to run our ads and they ran our ads for us my and mind you all of this came off of one thing for me which was just we hired a director of people who then hired people who then got the thing and so 500,000 mine was more or less like we're going to follow this Playbook yes and then down it went but if you're like well must be easy for you to say yesh

[51:06] YouTube https://youtu.be/KepgJld9O2w?t=3059 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
but it still starts with the first action which is if like I hadn't hired that person I would have had to move one level down on that level of Leverage and so if you're that solopreneur or you're a salesperson who works at an organization and you need to get your own leads whatever it is there are only four things that you can do to get leads

[51:23] YouTube https://youtu.be/KepgJld9O2w?t=3076 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
that you yourself you reach out to people you know you reach out to people you don't know you post content and you run ads that's it that's all there is and if you're not doing those four things whether it's to get Affiliates to get customers to get employees to get get agencies it doesn't matter because those are the only four things that one

[51:38] YouTube https://youtu.be/KepgJld9O2w?t=3091 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
person can do to let other people know about their stuff so if you're not getting enough leads you're not doing enough of that period it's not good it's outstanding it's Truth by the way Sasha have we really been going 45 or 50 minutes 50 minutes I literally think we've been doing this for 15 minutes I

[51:55] YouTube https://youtu.be/KepgJld9O2w?t=3108 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
have never I mean dude I've done 500 podcasts I have never looked up at the clock and going it it was 50 minutes I thought it was like 15 I'm not exaggerating and I'm not letting your ass go just yet bro I'm not exaggerating that is the fastest freaking 50 minutes in the history of my life I can't even get over that that's nuts to me that's how you know something is good you mentioned Lila I'm not going

[52:20] YouTube https://youtu.be/KepgJld9O2w?t=3133 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
to let you out of here this time without talking about her first off one cool thing people don't know is like almost every single time you've reached out to me which I love and by the way I totally want to do I've had to say no like three times to him it's like this dude whose brain I love picking and I think he likes picking mine too he just always

[52:37] YouTube https://youtu.be/KepgJld9O2w?t=3150 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
asks me when I can't do something right and it's all sometimes like what are you doing tonight yeah once in a while those right but um you it's always includes her yeah and I mean look you're brilliant okay let's just be honest okay you are and then I watch her stuff and I'm like dude yeah she's freaking unbelievable and I know you play different roles but I actually posted something about today and I just want

[53:01] YouTube https://youtu.be/KepgJld9O2w?t=3174 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
your take on it by the way one of those other pointing at the other person as their objection for their life some people point at their significant other as their reason right you're giving somebody advice about that like hey you're going to have a running mate necessarily or not a running mate what are some of the things you would

[53:17] YouTube https://youtu.be/KepgJld9O2w?t=3190 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
recommend from your own experience with her that are most important or or something that's even happened with you and her so I will give my first frame which is uh we've only been together seven years you know married six and so I realize that I'm young in this game so take this for what it is um I think Lea and I practice acceptance very well which is that the reason that I married Lila was

[53:42] YouTube https://youtu.be/KepgJld9O2w?t=3215 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
that she never wanted to change anything about me and that was that was what I wanted I just wanted to be me and I felt like a lot of times I had to compromise or you know I felt like I needed to compromise who I was or what I wanted to do for a middle ground and I think there there are plenty of marriages to be fair that that do that and they do it exceptionally well and this isn't me saying that that's good or bad or whatever I'm only sharing what

[54:06] YouTube https://youtu.be/KepgJld9O2w?t=3239 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
has worked for us is that ilila is Lila and if she wants to wear the nicest clothes and drive the nicest cars and be in the nicest pen houses and stuff then if it doesn't bother me let's do it and at the same time if I want to wear I look like an electrician you know a lumber jacket um then she doesn't try and dress me a

[54:29] YouTube https://youtu.be/KepgJld9O2w?t=3262 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
certain way or make me you know like hey it'd be really cool if you were just scruffy you know or I wish you cut your hair like this like she she just doesn't you know and I think the big thing for us is that we were absolutely aligned on the big mission and we're absolutely aligned on the values which is so where

[54:43] YouTube https://youtu.be/KepgJld9O2w?t=3276 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
we want to go and how we want to get there and I think the third the third piece that we look at is lifestyle it's like what do you like to do in the day-to-day or interests I remember when I was debating whether I wanted to be with her or not I had a coach at the time and he said well tell me about your stats and I was like what do you mean he was like your stats he's like since you came in your life are you making more money are you in

[55:05] YouTube https://youtu.be/KepgJld9O2w?t=3298 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
better shape like how do you like how do you feel like do you have more energy like are you doing more stuff are you getting closer to your goals and I thought about it I was like well yeah I am making way more money and I mean shoot she makes me money because she was working for me I like she literally she's not she's not a liability she's a she's an asset you know she's like she's

[55:20] YouTube https://youtu.be/KepgJld9O2w?t=3313 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
making me money um and so I you it's like and she's really fit and so she like Cooks healthy and she getting me to eat a little healthier than I you know cuz she's cooking and and I'm I'm there right right right um and she goes to the gym more than I do so I was like you know I see her go I'm like I should go you know and so every when I thought about every one of the stats in my life

[55:37] YouTube https://youtu.be/KepgJld9O2w?t=3330 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
they all went up and so I think that I've said this before but like Lea and I didn't have a romantic chemistry fireworks beginning um my first date I asked her to work for me and I said this might not work out but like you should totally work for me because you have a skill set that would make a lot of sense and uh that was my proposition right and uh she said no I just met you from the internet uh but

[55:59] YouTube https://youtu.be/KepgJld9O2w?t=3352 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
you know 3 weeks later she quit her job and she joined me at gym launch and so um I think it's just been absolute alignment of where we're trying to go how we want to get there in the interests we have and absolute acceptance of not trying to change the other person or their goals now if there was ever a time in the future where she said like my goal differs from yours

[56:17] YouTube https://youtu.be/KepgJld9O2w?t=3370 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
then it might not make sense anymore but I think our goal is big enough and wide enough and it has and because we are exposed to the same stimuli I think I have a tremendous amount of respect for people who don't work with their spouse because that's what I do and I I can't imagine it another way now I'm sure

[56:32] YouTube https://youtu.be/KepgJld9O2w?t=3385 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
people in Reverse say the same thing but we get exposed to the same hardships and so in a lot of ways I feel like we continue to grow together or at least in parallel on the same path if you exposed to a lot of different stimuli and stressor than your spouse is they're going to respond to those stressors and adapt just like any other organism would

[56:48] YouTube https://youtu.be/KepgJld9O2w?t=3401 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
and sometimes that means you grow apart and so I'm very grateful that we can work together and transparently that my wife has a skill set that is consistently incredibly valuable um you know cuz real talk if if Lila wasn't an exceptional CEO then we wouldn't like Lila wouldn't be the CEO you know what I mean um but she just is people don't know this from the

[57:11] YouTube https://youtu.be/KepgJld9O2w?t=3424 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
content but I would argue that ilila is a better CEO than I am quote Visionary I think the ideas are easy doing it is hard and she has made me look exceptional by making crazy idea like a 500,000 person launch actually happen yeah like anyone can say sure let's let's do an affiliate program let's do a referral program let's do this let's do let's get some agency like I I say all that stuff and then she's like got a 168

[57:38] YouTube https://youtu.be/KepgJld9O2w?t=3451 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
item of you know list and then she starts dealing you know what I mean dealing and shelling these things out and then all of a sudden I get all the credit which is you know a burden I have to bear are you happy right now me yeah I'm loving it I'm in the game yeah in the is oh no pun intended but yeah so you you are happy right now this is the

[58:00] YouTube https://youtu.be/KepgJld9O2w?t=3473 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
58 minutes best this is the best version of me I've had so far um but I I realized for me that my when I look back on the my short life um the times that I have that I look as the good old times were always the times where I was in Pursuit not when I was in achievement and I absolutely now have a massive bone that I'm chewing on and I there's nothing

[58:23] YouTube https://youtu.be/KepgJld9O2w?t=3496 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
like if I have three days in a row on a long weekend and I have nothing planned and a big cup of coffee and a big ass goal I'm working on like there is nothing in this world that makes me happier than just being able to just pull a thread and just keep pulling it on my own uh and working through something complex like writing the book like like or organizing the launch or you know scripting the ads or you know coming up with the affiliate program that aligns every party associated with

[58:48] YouTube https://youtu.be/KepgJld9O2w?t=3521 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
it that's that's there's nothing I'd rather do like I don't have hobbies like that's I get I I get Flack for this all the time like don't you think you're unbalanced I'm like why like I like this I like what I do every day it's interesting what we share by the way I just did content that I released today

[59:03] YouTube https://youtu.be/KepgJld9O2w?t=3536 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
that said If you're trying to change the person you're with you're wasting your time right I just did that the other thing is that I have tried Golf and I play a little bit but the truth is business is my sport yeah business is my hobby changing people's lives is my passion yeah and like of course I'm happy doing it it' be like if you love

[59:19] YouTube https://youtu.be/KepgJld9O2w?t=3552 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
golf and you played golf all the time wouldn't you be happy like I love doing this all the time it makes me happy I um I cannot get over how quickly this went I almost feel like I would like to spend the night with you can I add one caveat to the question that you asked about the happiness thing yeah so happiness is a really tricky question and I I think I'll give a reframe for the audience that might be helpful which is

[59:44] YouTube https://youtu.be/KepgJld9O2w?t=3577 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
um like wanting to be happy from a some like a word perspective is in some way saying like I want to eat a meal so big I'm never hungry again it's it's a it's a misnomer and I I prefer to use the word joy that I experience Joy or that I experience meaning in the work that I do because like you can mourn and be joyful at least in my my two sense and so I think that the idea that I think

[1:00:08] YouTube https://youtu.be/KepgJld9O2w?t=3601 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
inhibits or prevents a lot of entrepreneurs from continuing down the path is that they are like I'm not happy but like happiness a lot of times is just a circumstantial circumstantial response to whatever external thing but I feel like Joy is a lot more internal and you can be in the thick of it and

[1:00:24] YouTube https://youtu.be/KepgJld9O2w?t=3617 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
working on your auto detailing business on the 37th door of that day and you have a little tick mark and you know you got to get to 100 and you had the last 36 slammed in your face but like you can be joyful if you reframe the joy around the person you are becoming by doing the hard work and the thing that has I think right now been my biggest area of

[1:00:46] YouTube https://youtu.be/KepgJld9O2w?t=3639 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
interest in terms of my own performance has been truly divorcing outcome from winning and like it's it's really easy to say and really hard to do but I want to be the father that when Timmy wins 10-0 I can look at him and be like I'm disappointed in you not because of the outcome because I know you could have tried harder and on the flip side if he

[1:01:09] YouTube https://youtu.be/KepgJld9O2w?t=3662 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
loses 10-0 I'm G to be like Timmy you worked your ass off you left it all on the field I'm proud of you and I want to be Timmy to me and and and judge Myself by that and I get in the most flow in the work when the my metric for success is how hard I worked for it and that has made Joy feel like it's under my control more than anything else and so that is what I've been practicing on a daily basis and I think has for me unlocked a

[1:01:41] YouTube https://youtu.be/KepgJld9O2w?t=3694 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
level of productivity and work that when I was more external and outcome focused was more Emeral because like you know what I could have had the book launch and the internet could have gone down for the whole city of Vegas but if I know that I had done everything in my absolute power to prepare then I could

[1:01:56] YouTube https://youtu.be/KepgJld9O2w?t=3709 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
still be proud of me and I would have earned my approval and so it's more like that has been my consistent process of like if I can just respect me for the work I did that is enough uh that's another level right there you just described me to me better than I've ever described to me bro okay by the way everyone on my team just so you know

[1:02:19] YouTube https://youtu.be/KepgJld9O2w?t=3732 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
that's a social media clip right there the last minute and a half that's uh the best description I've ever heard of how I've lived My Crazy Life and it explains me to me let me tell you what you just did in the last minute there two minutes you help I'm I'm being honest I'm older than you and I'm still richer than you barely um um I say that you know what I mean you're definitely I uh no I don't

[1:02:42] YouTube https://youtu.be/KepgJld9O2w?t=3755 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
know that anymore but um you just described me to me you just helped me understand myself very well there's a depth to you bro and a dimension my favorite people are really multi-dimensional people and you online sometimes make yourself seem like you're just entrepreneurial dimensional but what makes you such a creative skilled Visionary entrepreneur

[1:03:07] YouTube https://youtu.be/KepgJld9O2w?t=3780 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
is the dimension that you has is is your depth is your depth and you just exemplified it right there I've just had somebody a lot younger than me just explain me to me better than I've ever understood myself what you just said right there and that's why I kind of look at you like a young son or a brother because that's exactly how I am

[1:03:23] YouTube https://youtu.be/KepgJld9O2w?t=3796 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
it's exact L Alex how I am and it's made me understand why I I uh I actually live pretty joyfully most of the time yet it's not something I'm going to go get and I'm going to slow down and cool down and then it's all going to rain down on me in those times it's been the pursuit yeah it's been the growth bro such a great conversation it is the fastest one

[1:03:46] YouTube https://youtu.be/KepgJld9O2w?t=3819 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
in an in I guess now like an hour and 10 minutes or whatever it's been that I've ever had and I just feel I I feel this sense of like real accomplishment yet empty because I know we like barely scratch the surface what we should just do is like let's just have you back every six months when you're in town and we'll just dig deeper into your brain

[1:04:02] YouTube https://youtu.be/KepgJld9O2w?t=3835 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
thank thank you for today you you guys he's awesome I don't need to sell this one to you like you just shared this with anybody who's ever got a business in your entire life he's Alex heroi you should be following him on social media I fully endorse him by the way and you should go get $100 million leads $100 million leads how to get strangers to want to buy your stuff go check out acquisition. if you need help growing

[1:04:24] YouTube https://youtu.be/KepgJld9O2w?t=3857 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
your business Alex might be a dude you want to see as well can I add one thing so just as a gift for you guys um if you like podcast stuff I put both of my books on my podcast for free so if you're like struggling right now you don't have money you're like you know $20 is going to kill me um the game is called the podcast and it's um shoot

[1:04:41] YouTube https://youtu.be/KepgJld9O2w?t=3874 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
it's it's high 500s I can't remember the actual episode but $100 million offers and $100 million leads the audiobooks I put them all on my podcast so you can just listen to him yeah it went to the number one podcast on the planet when he did it so so you guys go get it he's not doing it cuz he wants another download he's doing it I can promise you that all

[1:04:57] YouTube https://youtu.be/KepgJld9O2w?t=3890 || A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT (Ed Mylett, 65min)
right guys Alex thank you thank you God bless you everybody max out


VIDEO
TITLE: Helping a Paid Ads Agency Fix a Lead Quality
URL: https://youtu.be/LyUkBgQ4NnE
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/LyUkBgQ4NnE?t=0 || Helping a Paid Ads Agency Fix a Lead Quality
paid ads agency. Cool. Um Google or Beta? Both. Okay. Totally different monsters. Yeah. But um I have like 12 years of experience. So I managed Google and I saw how important that was too. So I just learned that great. Yeah. Um my biggest issues are SQL that fit within my zone. Correct. And then who do you sell to

[0:24] YouTube https://youtu.be/LyUkBgQ4NnE?t=17 || Helping a Paid Ads Agency Fix a Lead Quality
primarily companies spending over 100K and that's per month or per year? per per month. Okay. Per month. Got it. Okay. Um and then on top of that, like what you just talked about, what other people talk about is wanting to replace agencies and hiring house. Okay. Which Kurt LC short unless you plan for it.

[0:45] YouTube https://youtu.be/LyUkBgQ4NnE?t=38 || Helping a Paid Ads Agency Fix a Lead Quality
So what's my plan? No, I said unless you plan for it. Yeah. Yeah. And just bake it into how you do things. So those are my two problems. Okay. So the I mean the the them trying to bring it in house I would bring it up front and um I would have you read that chapter in the book okay good so I would say like cool so what I'm going

[1:07] YouTube https://youtu.be/LyUkBgQ4NnE?t=60 || Helping a Paid Ads Agency Fix a Lead Quality
to do is this is the first part and then whenever you want to start bringing this in-house we'll switch from this to consulting and we'll manage the transition period and we'll stay on a consulting basis until you your team is outperforming what we were doing. Now, if the team never outperforms what you

[1:21] YouTube https://youtu.be/LyUkBgQ4NnE?t=74 || Helping a Paid Ads Agency Fix a Lead Quality
do, then you stay on a consulting basis forever. But it's still the nature of the relationship is fun because like being a service provider versus being a consultant, totally different vibe, which I'm sure you've done before. Um, and so it actually goes from like subservient to you being a teacher, which is actually kind of fun. And so

[1:35] YouTube https://youtu.be/LyUkBgQ4NnE?t=88 || Helping a Paid Ads Agency Fix a Lead Quality
that'll extend LTV, it aligns your interest, blah blah blah. So that's good. Uh, what was the other problem? So for the how do you price the consultant compared to the done for you? Um, what's your uh current done for you pricing? Typically 10% immediate, right? Um, it's a good question. I mean, honestly, I just uh I would

[2:09] YouTube https://youtu.be/LyUkBgQ4NnE?t=122 || Helping a Paid Ads Agency Fix a Lead Quality
probably end up just saying like I'll either add in the consulting is, you know, I mean, I'll either add it in to what we're currently doing because they're going to need the they're going to need the the service from you while they're getting the consulting. Mh. And then basically, so the question is after the consulting, sorry, after

[2:30] YouTube https://youtu.be/LyUkBgQ4NnE?t=143 || Helping a Paid Ads Agency Fix a Lead Quality
the delivery period's over, what's the consulting fee for after the fact? Yeah, that one. I mean, I'd probably look at something like, I don't know, 30%. Just as a starting point, 30% of what you were doing. So probably like 3% of ad spend. Mhm. And so then you can just be like, listen, the question is, can I get your

[2:47] YouTube https://youtu.be/LyUkBgQ4NnE?t=160 || Helping a Paid Ads Agency Fix a Lead Quality
guy to be, you know, this much more efficient? If you think the argument's there, great. If not, no worries. So probably 20 30% is probably where I'd be. Okay. And then the second part is SQL's for my zone of genius which is over the 100k. Um I just see like any account take over that's over 100k I crush it in like two

[3:07] YouTube https://youtu.be/LyUkBgQ4NnE?t=180 || Helping a Paid Ads Agency Fix a Lead Quality
weeks under 10 payment a lot harder. Um so I want more SQL that way. Right now my entire pipeline is through affiliates. Okay. And just referral partners and customers. Yeah. you you just need to go get what you want. So, it's got to be outbound. So, you either got to go outbound in terms of like high value targets. Uh so,

[3:30] YouTube https://youtu.be/LyUkBgQ4NnE?t=203 || Helping a Paid Ads Agency Fix a Lead Quality
like cold call, cold DM, whatever. Um one, two, you can make content very niche in terms of what you're talking about. Um that'll still get everyone, but you'll also get the good people. Um or you just use your own expertise of running ads and target those people. So, if I had to do these in order, I

[3:46] YouTube https://youtu.be/LyUkBgQ4NnE?t=219 || Helping a Paid Ads Agency Fix a Lead Quality
would probably start with ads because that's your bread and butter. And I would actually just start a campaign that's specifically for those people and calls them out in every single way you can. Like targets that way, but then the messaging has to be just super harsh. Like if you're not if you're not

[3:58] YouTube https://youtu.be/LyUkBgQ4NnE?t=231 || Helping a Paid Ads Agency Fix a Lead Quality
spending 100 grand a month, please just scroll past this ad. Like don't mess my pixel up. And probably LinkedIn. Yeah. I think LinkedIn has a lot of really good quality people. Yeah. So


VIDEO
TITLE: “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
URL: https://youtu.be/MvZFL2bmzV0
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/MvZFL2bmzV0?t=0 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
Uh, I sell luxury real estate here in Vegas. Um, Oh, sweet revenue. Last year I did a million three. This year I'm on track to do a million five. Amazing. Um, I would like to get to ideally in my world about 10 million. Um, and what's stopping me is focus apparently. Um, um, the ascension plan for most

[0:21] YouTube https://youtu.be/MvZFL2bmzV0?t=14 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
successful people in real estate is buy rentals, whatever. So right now I started the fund. A lot of my clients who have cash Yeah. have just given me cash because they believe in it and I want to be a developer as my endgame. So my question is you know and I also started doing paid ads. I know the answer. I started doing paid

[0:45] YouTube https://youtu.be/MvZFL2bmzV0?t=38 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
ads for more real think I'm gonna say I started doing paid ads on my real estate business and then I started paid ads for as an agency teaching of course teaching agents. Why wouldn't you don't want to leave money on the table. Yeah. Do you want to We should draw out this org chart, shall we? So we've got Hold

[1:11] YouTube https://youtu.be/MvZFL2bmzV0?t=64 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
on. We've got This will be fun. So, we've got we've got the uh your realtor, right? So, we've got this business and then we've got um agency, right? Yeah. Over here. And then we've got fund over here. And then your goal is to be a developer over here. Okay. They all they're all in real estate, though.

[1:37] YouTube https://youtu.be/MvZFL2bmzV0?t=90 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
Yeah. All of my businesses are are businesses. Isn't that like same same? I hear you. You're trying to make myself feel better. No, no, no. As long as you feel better and like let's play. Hold on. I'm gonna play a fun game. And you have one person on your team who's kind of like your right hand. You underpay her,

[1:56] YouTube https://youtu.be/MvZFL2bmzV0?t=109 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
but you're going to play her a little bit more because she's great. And then you have like two other people who are irrelevant. And you do most of this yourself. I got rid of the other two, but so just you and your right hand. And I have two showing agents that show all of my listings. um and admin staff.

[2:13] YouTube https://youtu.be/MvZFL2bmzV0?t=126 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
Okay. But the other two that were irrelevant, I got rid of those two. Okay. Okay. Because I was trying to replace myself so I can like go do the other things. Yeah. And then I was losing clients. So I was like with low skill labor, you're like, yeah, what I do is so easy. I can train somebody who gets paid nothing to do it

[2:27] YouTube https://youtu.be/MvZFL2bmzV0?t=140 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
to these luxury people who would be like, why would I go for this person? I mean, 50% of a lot is a lot. 50% of zero is zero. Correct. Um so so you've got one business per person um who works for you right now roughly. So what do you want to do man? Like this makes you money right and this you know is a distraction obviously but you know

[2:51] YouTube https://youtu.be/MvZFL2bmzV0?t=164 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
you have to figure that out but what so like what do you want to do? My endgame is to be a developer. The challenge what stops you. Yeah. Okay. The challenge that I'm having now is focus. The amount of focus that is required to get into development and all the systems and processes and people and going to actually raise money,

[3:10] YouTube https://youtu.be/MvZFL2bmzV0?t=183 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
it would take me away from my every day that actually makes me money and to go raise capital and smoo and do all this stuff is what I do now for my current business. So I thought originally that like oh I can just do both. Yeah. But I'm but I'm not able to do both. So you want to do fund into development,

[3:27] YouTube https://youtu.be/MvZFL2bmzV0?t=200 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
right? That's what you want to do. Correct. You might have a lifestyle issue. Like you make a million plus a year, right? So like you could stop doing that and then hit your base up and say this is what I'm doing now. Give me money. I'm going to go develop properties now. Yep. So you could just do that. So why don't

[3:47] YouTube https://youtu.be/MvZFL2bmzV0?t=220 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
you do that? Golden handcuffs, I guess. Lifestyle. Yeah. Yeah. So I mean it's just how bad do you want it? Do you want it enough that you would live in a different neighborhood, drive a different car? Sure. Okay. Well, then do that. I don't have a I don't have any payments. I don't I don't have any payments.

[4:12] YouTube https://youtu.be/MvZFL2bmzV0?t=245 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
Yeah. I I mean like it's a it's a like you you can't you're like basically I if I stop being a realtor, I'm going to stop making money being a realtor. It's like Yeah. Yeah. But you'll do the other thing that makes you more money long term. Yeah. Yeah. So then you have to give up short term for long term.

[4:28] YouTube https://youtu.be/MvZFL2bmzV0?t=261 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
Correct. And so we have to give up short term for long term. I'm married. She's got to get Dude. I get it. I get it. Also, best response of the day. This is great. It was awesome. Yeah. Um, honestly, it's a it's a conversation. Yeah. It's like, sweetie, I know you love all this stuff. What if we had 10

[4:52] YouTube https://youtu.be/MvZFL2bmzV0?t=285 || “I Started 4 Businesses. How Do I Know Which One to Quit and Which One to Scale?”
times more stuff in like five years? I can text you a number. Yeah. No, but that that's it. That's the rock and hard place. I got to give up this to get that. So,


VIDEO
TITLE: This Email Campaign Generates Sales [Full Breakdown]
URL: https://youtu.be/OpeN4O5myIg
PRIMARY_TOPIC: leads
TOPICS: leads, cold-outreach

[0:00] YouTube https://youtu.be/OpeN4O5myIg?t=0 || This Email Campaign Generates Sales [Full Breakdown]
$2.4 million in additional profit in 5 days that's what one email campaign that we did in one of our portfolio companies Genera and if you don't know who I am my name is Alex rosi own acquisition. it's a portfolio of companies Des over $250 million a year and I make these videos so that hopefully you can grow your

[0:16] YouTube https://youtu.be/OpeN4O5myIg?t=9 || This Email Campaign Generates Sales [Full Breakdown]
business and make lots of money and then maybe someday I can invest in your business and help it grow too I want to walk you through step by step exactly what we did in this email campaign so that you can use the same thing in your business to get ideally even better results so let me walk through the context of this business number one is it's a business that relies

[0:33] YouTube https://youtu.be/OpeN4O5myIg?t=26 || This Email Campaign Generates Sales [Full Breakdown]
predominantly on paid ads it's a consumer-based business so lots of media to generate lots of volume of transactions and leads so we had a very large email list and for the most part we weren't doing much with that email list besides following up for the initial transaction and then after that they were dead to us which I definitely don't recommend doing but at the time going into this it wasn't a constraint of the business and then it became one because all of a sudden some of our ads

[0:56] YouTube https://youtu.be/OpeN4O5myIg?t=49 || This Email Campaign Generates Sales [Full Breakdown]
weren't performing as well and all of a sudden we thought oh my gosh we might not head our quarterly Revenue goals what else can we figure out enter the email campaign cool so let's walk through the numbers so the email list size was 3.3 million emails now this was over a few years that we collected these emails

[1:14] YouTube https://youtu.be/OpeN4O5myIg?t=67 || This Email Campaign Generates Sales [Full Breakdown]
and it was a traditional think about it like an e-commerce setup so it's was an opt-in and then a sale and then upsells so the next major number that we need to know is that this was a $2,000 price point and we had an upsell on the back end for about $88,000 that a certain percentage customers would take now the next piece that's important for this is that we had buyers and non buyers that were on the list so

[1:40] YouTube https://youtu.be/OpeN4O5myIg?t=93 || This Email Campaign Generates Sales [Full Breakdown]
this was just a total list of everyone that we had ever had now in this business traditionally to sell just this $2,000 item our cost to acquire customer was $1,200 so not a lot of margin there left over now you can do this because it's an automated selling machine so you can just crank on adsen with just this particular business does it's a nine figure company in terms of annual revenue but we're like hey one of the other stats about email that's important

[2:06] YouTube https://youtu.be/OpeN4O5myIg?t=119 || This Email Campaign Generates Sales [Full Breakdown]
is that the cost to a Car customer on email once you've already acquired the lead is $0 which if I can have free customers that means whatever my gross profit is of selling my main thing drops straight to my bottom line and so as a mental contract for this I like to think about email kind of like a long-term

[2:23] YouTube https://youtu.be/OpeN4O5myIg?t=136 || This Email Campaign Generates Sales [Full Breakdown]
investment account and so it's like you run ads every single day or you do outbound or whatever it is to build your list up and that's kind of like your paycheck right like you put work in and you get paid back right and it's just just like a direct relationship whereas the email is kind of like your 401k it's

[2:40] YouTube https://youtu.be/OpeN4O5myIg?t=153 || This Email Campaign Generates Sales [Full Breakdown]
kind of like your investment account that you put you put money into and then over time it starts to compound and compound and compound and if you have an email strategy and I'm going to give you kind of an overarching email strategy that we like to employe in businesses this business just is crushed doing what we've been doing so it hasn't been the main focus but if you have a business

[2:56] YouTube https://youtu.be/OpeN4O5myIg?t=169 || This Email Campaign Generates Sales [Full Breakdown]
like it is one of the easiest ways to just immediately plug in and print money and then the nice thing is is that even if it's late to the game I mean this this business does a lot of money uh you can still employ it and then immediately see the results there's two things about email and having followup Beyond initial

[3:13] YouTube https://youtu.be/OpeN4O5myIg?t=186 || This Email Campaign Generates Sales [Full Breakdown]
followup that makes a business more valuable number one is that all sales that will come from email are going to drop straight to the bottom line in terms of profit and so most businesses 95% of businesses are traded on a multiple of bottom line and so since these sales drop straight to the bottom line it will be a big enhance answer on

[3:30] YouTube https://youtu.be/OpeN4O5myIg?t=203 || This Email Campaign Generates Sales [Full Breakdown]
the Enterprise Value the second point is that if you have consistent email sales that come in that number isn't going to really CH like tomorrow you don't go from 3.3 million to one and a. half million emails on your list unless you know you clean the list or whatever but fundamentally the list size isn't going to change overnight your ads might

[3:46] YouTube https://youtu.be/OpeN4O5myIg?t=219 || This Email Campaign Generates Sales [Full Breakdown]
change overnight but your email list won't so what that does is it actually can smooth out volatility that occurs in a business which would make it more attractive to an investor long term you'd like to have some sort of regular email Cadence because things like deliverability and domain reputation and

[4:04] YouTube https://youtu.be/OpeN4O5myIg?t=237 || This Email Campaign Generates Sales [Full Breakdown]
things like that come into play I'm not going to get into that stuff for this video I'm just going to talk about big picture email strategy that you can employ in your business now to make money great now that we have the numbers in the context let's talk about the campaign so what we did for the list is that we promoted a challenge and it was

[4:19] YouTube https://youtu.be/OpeN4O5myIg?t=252 || This Email Campaign Generates Sales [Full Breakdown]
a 7-Day Challenge and the reason that I think this is interesting and important is that number one this came from the marketing director and I think the reason that I want to highlight this is that this is why you need to have smart people this didn't come from me this didn't come from the founder the

[4:34] YouTube https://youtu.be/OpeN4O5myIg?t=267 || This Email Campaign Generates Sales [Full Breakdown]
marketing director was like hey I think we should do a challenge now we weren't actually super on board for this because we're like hey this might be a distraction but it turned out to be really really good and added over a hundred million in Enterprise Value to the business remember this business is already a multi hundred million dollar Enterprise Value business and so adding

[4:49] YouTube https://youtu.be/OpeN4O5myIg?t=282 || This Email Campaign Generates Sales [Full Breakdown]
10 or 20% to the Enterprise Value can be a very big difference the second thing is this challenge actually came from the product and so we pulled out something that was already something that we knew work that we were for customers we pulled it out and we made it into a lead magnet and so fundamentally a lead magnet is a very is a complete solution

[5:05] YouTube https://youtu.be/OpeN4O5myIg?t=298 || This Email Campaign Generates Sales [Full Breakdown]
to a very narrow problem and ideally once you solve that problem you create the next problem which you solve with your offer and so fundamentally that is what a good lead magnet does and this is why challenges I think are very strong lead magnets for a lot of businesses because they also satisfy all the elements of a value equation which I

[5:21] YouTube https://youtu.be/OpeN4O5myIg?t=314 || This Email Campaign Generates Sales [Full Breakdown]
talk about in my first book $100 million offers which has sold almost a million copies so far now the value equation works like this you've got the out $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com which is the thing that people want and so as long as you have a clearly defined outcome that they want then that becomes more valuable now you multiply that by

[5:38] YouTube https://youtu.be/OpeN4O5myIg?t=331 || This Email Campaign Generates Sales [Full Breakdown]
low risk or the perceived likelihood of achievement How likely is it that when I buy this thing I'm going to get this thing if you have an outcome you want and it's guaranteed to get it you're this is going to be really valuable but there's two other elements the thing is is how long is it going to take so if it takes a really long time then I'm be

[5:55] YouTube https://youtu.be/OpeN4O5myIg?t=348 || This Email Campaign Generates Sales [Full Breakdown]
like okay sure I have this outcome which is I get really rich and the guarantee is is that it'll definitely happen but I got to wait 20 years of investing my money to become really rich well it's not as attractive anymore right then you do uh ease which is how hard is it so effort and sacrifice that are associated with this outcome and so these are the four elements of value and so a challenge is a really clear outcome that

[6:18] YouTube https://youtu.be/OpeN4O5myIg?t=371 || This Email Campaign Generates Sales [Full Breakdown]
everybody wants it has high likelihood of actually happening it happens really fast because we get attach of time to it and because we're going to say hey we're only going to do this one thing and we're going to give you all the steps it the perception of the Prospect is that it's easy which makes these very strong lead magnets if you want to go through

[6:33] YouTube https://youtu.be/OpeN4O5myIg?t=386 || This Email Campaign Generates Sales [Full Breakdown]
the experience of what going through one of these challenges looks like and you are somebody who wants to start a business already have a business either way you can go join the school challenge for free it's for 14 days we walk you through everything that we have I take calls in that Community to help people get their first business online started

[6:49] YouTube https://youtu.be/OpeN4O5myIg?t=402 || This Email Campaign Generates Sales [Full Breakdown]
we have everything down step by step once a month I drop a full day Mastermind training of all the people who are starting communities and making them uh we've got it down like we're pretty good at helping people get to that first dollar and so you can for free go to school.com games and I'll see you in there so for this particular business it's a business that helps

[7:05] YouTube https://youtu.be/OpeN4O5myIg?t=418 || This Email Campaign Generates Sales [Full Breakdown]
people achieve an outcome that actually takes a little bit of time and so what we did was say okay is there a smaller mini version of this big outcome that we can just kind of give them a taste so if I was in weight loss I'd probably have them do some sort of like 7-Day cleanse or something like that again I'm not

[7:20] YouTube https://youtu.be/OpeN4O5myIg?t=433 || This Email Campaign Generates Sales [Full Breakdown]
going to get into what's good what's bad here I'm just saying that I would have some person that gets you know they lose 7 lbs in 7 days a lot of that's going to be water but they're excited about it they're like great now let's talk about your long-term goals right because now they have a element of belief they they've taken action they've gotten some

[7:36] YouTube https://youtu.be/OpeN4O5myIg?t=449 || This Email Campaign Generates Sales [Full Breakdown]
reward for their behavior they've interacted with us all of these things align with them making a purchase what challenges do is they approximate brand and so this is how it actually works the reason the direct response internet marketing world does a lot of these things is because none of them have

[7:50] YouTube https://youtu.be/OpeN4O5myIg?t=463 || This Email Campaign Generates Sales [Full Breakdown]
Brands and so like for me for example if someone's already consumed a gazillion videos of mine or podcast of mine then if I say hey do you want to check this thing out a lot of people are like yeah you've already given me a gazillion other things and so sure but if you're brand new then what you do is you basically approximate a relationship

[8:07] YouTube https://youtu.be/OpeN4O5myIg?t=480 || This Email Campaign Generates Sales [Full Breakdown]
where you would have already had a lot of interaction so you basically try and cram you know a six-month relationship into seven days so it's kind of like one of those dating shows where they say will you get married in 30 days and they like try and cram a whole relationship into that period it actually kind of is the same thing when you come from a marketing perspective you're just

[8:24] YouTube https://youtu.be/OpeN4O5myIg?t=497 || This Email Campaign Generates Sales [Full Breakdown]
rapidly warming up you're like microwaving the prospect rather than slow cooking it which is kind of the normal branding right and for example in the school games that's our version of a challenge right we just call the school games the cooler rapper we have leaderboards and prizes and like that and so we walk

[8:38] YouTube https://youtu.be/OpeN4O5myIg?t=511 || This Email Campaign Generates Sales [Full Breakdown]
people through how to start a business online and so we get one out of three people just under to get their first dollar within their first month which is pretty cool we put a lot of time into getting that kind of outcome and then once someone makes a dollar then they're like shoot I can see how I could make more dollars and so that's the idea is

[8:54] YouTube https://youtu.be/OpeN4O5myIg?t=527 || This Email Campaign Generates Sales [Full Breakdown]
like you want to approximate you want to do it really fast you make as easy as possible make it as guaranteed as possible and an outcome that they care about so now that you know what the setup is let's go back and add a couple of numbers to this campaign and then I'll walk you through it happened so we sent the emails only to a small sub

[9:09] YouTube https://youtu.be/OpeN4O5myIg?t=542 || This Email Campaign Generates Sales [Full Breakdown]
segment of the list so we had 464,000 people that we sent it to and that was because we wanted to test it out we didn't want to blow our load on the on the whole list and so we just set it to like 15% of the list and the reason we did that is cuz like hey if this thing bombed we didn't want to like piss off the entire list list and so we sent it to 15% of the list a lot of them were non- buyers and from there what we saw is we had

[9:34] YouTube https://youtu.be/OpeN4O5myIg?t=567 || This Email Campaign Generates Sales [Full Breakdown]
10,000 people who registered for this thing which good or bad whatever for us in an absolute number 10,000 people shows a a pretty decent amount of Interest so in order to get this 10,000 we had an 18% open rate meaning 18 you know just about one out of five people opened the actual email okay great now from there we had about

[9:58] YouTube https://youtu.be/OpeN4O5myIg?t=591 || This Email Campaign Generates Sales [Full Breakdown]
five % of those people actually click to join the thing and then the rest was the optim percentage on the page to register that got us to 10,000 so it went from 464 to 83,000 uh that opened it from the 83,000 10,000 of them actually registered so a pretty good percentage actually uh who did click wanted to do it and as you get into a Cadence of this which I'll

[10:22] YouTube https://youtu.be/OpeN4O5myIg?t=615 || This Email Campaign Generates Sales [Full Breakdown]
explain at the end in terms of how to implement this ongoing as an email strategy to make more money is that as soon as you really nail what that that lead magnet is or what that challenge is or whatever it is that you're going to get your leads to engage again or re-engage these funnel metrics will always improve you're going to split

[10:37] YouTube https://youtu.be/OpeN4O5myIg?t=630 || This Email Campaign Generates Sales [Full Breakdown]
test the subject headlines you're going to split test the opening on the email you're going to split test the ctas and the links that you're going to use the landing pages that you send them to the offer that you that you attract them with the headline of the the naming of the challenge which by the way is a great way to vary this up if you do it like once a quarter which I'll talk

[10:52] YouTube https://youtu.be/OpeN4O5myIg?t=645 || This Email Campaign Generates Sales [Full Breakdown]
about later like you can do the same play but you just put a different wrapper on it so for example in the gym World cuz I came from this world it's like I might have a six week uh you know six we challenge I might have a 42-day fix I might have a 42-day transformation I might have a six we booty blast I might have a six week uh slim for Santa I might have a lean by Halloween like

[11:14] YouTube https://youtu.be/OpeN4O5myIg?t=667 || This Email Campaign Generates Sales [Full Breakdown]
I've done a lot of these accountabil buddy you know challenge like I've done a lot and you know slim for summer all of these things work um but fundamentally what are we going to do we're going to eat you're going to eat less you're going to move more and so even though the deliverable of the challenge or the lead magnet might more or less be the same you can just wrap it

[11:31] YouTube https://youtu.be/OpeN4O5myIg?t=684 || This Email Campaign Generates Sales [Full Breakdown]
seasonally or you can wrap it based on a specific pain point that happens at that time of year so let me walk you through the the results math right so we'll do a clean page so we had 10,000 people who registered I actually don't have the data on how many people uh attended live and watched throughout the whole seven days I can get this but I'll just I know that the high level and so from 10,000 we had 800 people who

[11:58] YouTube https://youtu.be/OpeN4O5myIg?t=711 || This Email Campaign Generates Sales [Full Breakdown]
actually bought all right so we had about 8% of people who made the purchase which is pretty good not unhappy about that at all do I think we can improve it yes but fundamentally this was to a list of plenty of people who hadn't bought they knew who we were so I'd say it was a little bit warmer than true cold uh but a lot of them had never bought

[12:15] YouTube https://youtu.be/OpeN4O5myIg?t=728 || This Email Campaign Generates Sales [Full Breakdown]
anything from us before and so that resulted remember this is a $2,000 price point in $1.6 million in new sales that we did just from this email campaign you're like wait a second I thought you said you did 2 million or more than 2 million let me explain what happened from there so from there we had 20% of

[12:31] YouTube https://youtu.be/OpeN4O5myIg?t=744 || This Email Campaign Generates Sales [Full Breakdown]
people ascended into the AK product which allowed us to make an extra 800k from the ascensions and so that gave us $2.4 million in total from this 7-Day email campaign now I want to break something very cool off for you which is that you see 2.4 million now that was derived from a list that was 464,000 emails and so that means we were making

[12:56] YouTube https://youtu.be/OpeN4O5myIg?t=769 || This Email Campaign Generates Sales [Full Breakdown]
roughly six bucks per email in this campaign and so if you know that you do this call it four times a year which I would recommend you do when we get into the takeaway section meaning one time per quarter you do a cleanup we say great we're going to take all the leads that we had and we're going to run them through a conversion mechanism in this way it's not like oh shoot I have to do this all the time it's like all right I'm going to do this big thing we do it

[13:20] YouTube https://youtu.be/OpeN4O5myIg?t=793 || This Email Campaign Generates Sales [Full Breakdown]
once a quarter and we clean up our q1 we clean up our Q2 we clean up R Q3 by running all of our leads through this High converting funnel that we've structured purposely for non- buyers so we have different hooks different front ends that has different messaging that might not have been the primary message that converts the most people which is

[13:36] YouTube https://youtu.be/OpeN4O5myIg?t=809 || This Email Campaign Generates Sales [Full Breakdown]
our first you know whack at it but this is our second and third whack at it and by varying the titles that you use in each of the quarterly things that you do so q1 will have a different name than Q2 you'll still be able to attract people without necessarily fatiguing or tiring the list and in between those times you can then simply provide value to the list and so you've deposited some Goodwill that earns you the right to be

[13:57] YouTube https://youtu.be/OpeN4O5myIg?t=830 || This Email Campaign Generates Sales [Full Breakdown]
able to ask for the sale so let me walk you through the takeaways that we had from this that you can use for your own business to make more money so there's four main takeaways that I would recommend you take from this that I take from this number one is smart people all right so you have to be able to trust

[14:14] YouTube https://youtu.be/OpeN4O5myIg?t=847 || This Email Campaign Generates Sales [Full Breakdown]
your people to make recommendations now neither the CEO nor I so I like to say this like I also am not always in favor of ideas that make lots of money cuz I mess up too um but we were like you know what they're a little closer to it we will trust that they're super excited about it cuz the flip side is if you

[14:30] YouTube https://youtu.be/OpeN4O5myIg?t=863 || This Email Campaign Generates Sales [Full Breakdown]
bash every idea that your team comes to you with then they're not they're going to stop thinking about ideas and then all of a sudden you're like why doesn't my my team ever think of anything it's like well because you turn them down every time and so there's kind of like what Hills do I want to die on and what times do I want to say hey give it a shot I don't think like is this going to do damage to the brand no I don't think

[14:47] YouTube https://youtu.be/OpeN4O5myIg?t=880 || This Email Campaign Generates Sales [Full Breakdown]
so we're currently not doing anything there and if you're really passionate about it sure let's do it so one having smart people two which is trusting them all right so I say this is still his first kind of people related for this is you still got to trust those people and make a bet with them and part of the reason I say trust them obviously you

[15:03] YouTube https://youtu.be/OpeN4O5myIg?t=896 || This Email Campaign Generates Sales [Full Breakdown]
want to trust them because they're competent they're intelligent and they're well-intentioned but the other thing is that they sometimes just have data that you don't have because fundamentally in a business there's data that's happening all over the place and you are only going to get Snippets as a CEO especially the bigger the company is right this is the business of almost 10 million a month like it's a very large business there's lots of things going on

[15:20] YouTube https://youtu.be/OpeN4O5myIg?t=913 || This Email Campaign Generates Sales [Full Breakdown]
and so that person is going to be much closer to the data have a much closer pulse uh than sometimes the founder or CEO might have and so sometimes they have data that you're not working with and that's why extending a bridge of trust is is is important so the second takeaway is offers to money all right so the amount of offers that you make to any Prospect is directly correlated with the amount

[15:45] YouTube https://youtu.be/OpeN4O5myIg?t=938 || This Email Campaign Generates Sales [Full Breakdown]
of money that you'll make with the single caveat that every time you make an offer you lose Goodwill and so what you want to do is make sure that you're depositing sufficient Goodwill that you can earn the ask and so make as many as you can while also providing as much value as you can which means that if you

[16:01] YouTube https://youtu.be/OpeN4O5myIg?t=954 || This Email Campaign Generates Sales [Full Breakdown]
want to make a lot of offers you just got to provide that much more value now with this particular instance we were going to a list that we had emailed but not a lot but we hadn't really emailed any offers to in a very long time and so even though we weren't putting a ton of value our give to ask ratio was still

[16:17] YouTube https://youtu.be/OpeN4O5myIg?t=970 || This Email Campaign Generates Sales [Full Breakdown]
okay because we hadn't asked at all and so I talk about the give to ask ratio in the content section of this book and the $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com reason that I actually consider email a form of content is that it's one to many distribution to people who know you now

[16:31] YouTube https://youtu.be/OpeN4O5myIg?t=984 || This Email Campaign Generates Sales [Full Breakdown]
it's just free which also is just like when you post on social media the only difference is that you control 100% of who gets this whereas on social media algorithms and things that distribute your content but fundamentally you're Distributing one message to many people and it's free and so that is what makes

[16:46] YouTube https://youtu.be/OpeN4O5myIg?t=999 || This Email Campaign Generates Sales [Full Breakdown]
email so profitable just like organic and I want to add a little caveat here which is that it's okay to ask for the sale again and so all these people or the majority of these buyers hadn't bought bought this thing and so when we asked again some people are afraid of making the second ask but people get busy you know they they leave a shopping cart up and then they you know their their kid screams and they forget about

[17:09] YouTube https://youtu.be/OpeN4O5myIg?t=1022 || This Email Campaign Generates Sales [Full Breakdown]
it like it happens and so you can't get too bent out of shape on the fact that like you're going to offend people by asking them it's okay to ask as long as you earned the right and you've given until you've deposited enough Goodwill that there's enough demand there surge there that you can let loose the valve of money and it can come on and then you can close it again so the third takeaway is that you can sell the same thing in a different way

[17:33] YouTube https://youtu.be/OpeN4O5myIg?t=1046 || This Email Campaign Generates Sales [Full Breakdown]
and so I can sell a product on a webinar I could sell it on a phone I could sell it via a live Workshop in person I could sell it via email and so you can have less offer fatigue by selling the same offer in a different medium and so you can get more hacks or more at bets because people will judge their Goodwill with you based on the medium that you're communicating in and so this is

[17:59] YouTube https://youtu.be/OpeN4O5myIg?t=1072 || This Email Campaign Generates Sales [Full Breakdown]
something that I have found it also by the way is a great way to vary products up and so for example if you're an educator I'll just use this because it's simple uh if I have content on the internet that's free if I make a course you could charge for it or you could make it free if I deliver that same

[18:15] YouTube https://youtu.be/OpeN4O5myIg?t=1088 || This Email Campaign Generates Sales [Full Breakdown]
course in a book format it's not going to be able to sell for the same amount that a course could if I deliver that same format in a live inperson experience that's going to be probably charged significantly more than it would in a digital format if I did a live format but virtual it would be a different price point than the live and in person and so for each of these

[18:33] YouTube https://youtu.be/OpeN4O5myIg?t=1106 || This Email Campaign Generates Sales [Full Breakdown]
mediums even if the same commun same information is being taught you price it differently it's the same reason that when you go in person in college they charge you a arm and a leg for it but digital College almost ubiquitously is way way way lower priced even though it's the same information it's simply

[18:48] YouTube https://youtu.be/OpeN4O5myIg?t=1121 || This Email Campaign Generates Sales [Full Breakdown]
being delivered through a different medium and so you can sell in different mediums and deliver in different mediums and from my experience people will apprise or judge the decision based on that Medium exclusively so the fourth takeway is what I'll just call the quarterly cleanup so this is probably the most tactical recommendation that I can give you that I alluded to a little bit earlier which is I would recommend

[19:11] YouTube https://youtu.be/OpeN4O5myIg?t=1144 || This Email Campaign Generates Sales [Full Breakdown]
that you do this once every quarter you do this conversion mechanism whether you do some sort of challenge or some sort of defined outcome or some sort of lead magn that you use to re-engage your list and put them through some sort of conversion event with a deadline with a big promise that you know you can

[19:26] YouTube https://youtu.be/OpeN4O5myIg?t=1159 || This Email Campaign Generates Sales [Full Breakdown]
deliver on and so if you do this once a a quarter and you weren't doing this you could almost immediately add like you saw the the numbers there we had $6 per email from that $450,000 sub segment now to prove that this worked what we did was we just did it again by the way one of my favorite business strategies do something that works do it again do more of it and ideally do it better and so we ran the exact same play again to a

[19:50] YouTube https://youtu.be/OpeN4O5myIg?t=1183 || This Email Campaign Generates Sales [Full Breakdown]
different Subs segment of the list and boom we hit 2.2 million we didn't even wait a quarter we just did it the next month and so I say this because this stuff works and once you know it works you can keep duplicating it over and over again and guess what we're going to do next quarter now that we know that we tested it on two subse segments we're

[20:06] YouTube https://youtu.be/OpeN4O5myIg?t=1199 || This Email Campaign Generates Sales [Full Breakdown]
going to do it to the whole list and we're going to use the learnings that we had from the first two tests and so if you are going to run this as the corner cleanup I would recommend using 10% of your list or a smaller percentage because believe me as soon as you learn the things that you messed up on the first try you're going to be really grateful that you didn't run into the entire list so do one two or three test

[20:24] YouTube https://youtu.be/OpeN4O5myIg?t=1217 || This Email Campaign Generates Sales [Full Breakdown]
runs before you blow the the whole list up with this new uh promo that you've already tested the messaging the subject head the ctas the landing page those little tests that you can run in the meantime that can sometimes double or triple the throughput of the campaign and so with every one of these campaigns I would recommend always testing some elements of it so you can always make it a little bit better and so one you're

[20:47] YouTube https://youtu.be/OpeN4O5myIg?t=1240 || This Email Campaign Generates Sales [Full Breakdown]
doing this every quarter two you can test it with a small portion of the list three is that in order to make it seem and appear different to the non- buyer who doesn't buy on the first hack or the second hack we change the naming of it or the wrapper of it so change the landing page change the subject head of the email change the name of the challenge or the lead magnet even if the core components are the same fundamentally your business isn't going

[21:09] YouTube https://youtu.be/OpeN4O5myIg?t=1262 || This Email Campaign Generates Sales [Full Breakdown]
to change right but the way that you position it or the reason why that you have the promotion can and I recommend doing something that's seasonal or doing something that's a life event for you I talked about this in the the last chapter of the offers book which this is ESP specially important for local businesses because you have much smaller

[21:24] YouTube https://youtu.be/OpeN4O5myIg?t=1277 || This Email Campaign Generates Sales [Full Breakdown]
audiences and so fatigue happens much faster with a tiny audience and so you actually have to have a lot more variety and I know this cuz that was the world I came from and so that's why I have all these these isms in the back of my mind of how I had to wrap and rewrap the same thing which is fundamentally Fitness and Nutrition right like how many ways can I

[21:40] YouTube https://youtu.be/OpeN4O5myIg?t=1293 || This Email Campaign Generates Sales [Full Breakdown]
slice it turns out a lot and I will say that once you have one annual calendar you can pretty much stick with it so you don't need to come up with another thing next year once you have your four big promos that you're going to run throughout the year that you know are tested those just become autopilot and they just become cash printers and if

[21:55] YouTube https://youtu.be/OpeN4O5myIg?t=1308 || This Email Campaign Generates Sales [Full Breakdown]
this type of case study deep breakdowns on business interesting you I have another one where I doubled one of our portfolio companies in 60 days check that one out


VIDEO
TITLE: Helping a $51M/Year E-Commerce Business with Their Marketing
URL: https://youtu.be/SRRzPC7me9w
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/SRRzPC7me9w?t=0 || Helping a $51M/Year E-Commerce Business with Their Marketing
I sell genetic reports and supplements and we've done 51 million gonna be 51 million this year. Amazing. And every year is growing. So about 22% growth this year. Um about 22% evida. Um a lot of our systems are in place. The place system that needs the most work is our marketing and funnels. Our retail is by far I would say by far we

[0:26] YouTube https://youtu.be/SRRzPC7me9w?t=19 || Helping a $51M/Year E-Commerce Business with Their Marketing
do about 22% retail, 40% wholesale and the rest on Amazon. Okay. And I would say the biggest thing holding us back is probably me. Um because I have a headful I'm a doctor and I have all this information and I have all this genetic stuff and I have all these different types of people coming to me and saying

[0:49] YouTube https://youtu.be/SRRzPC7me9w?t=42 || Helping a $51M/Year E-Commerce Business with Their Marketing
I have this problem. Can you apply this genetic solution? you know, IV genetics. Can you evaluate the problem and give me a a guide? Yes, here it is. So, I deal with infertility, pregnancy, neurotropic issues, depression, anxiety, ADHD. I mean, all that and I can solve it with my systems. All right.

[1:07] YouTube https://youtu.be/SRRzPC7me9w?t=60 || Helping a $51M/Year E-Commerce Business with Their Marketing
And I've got tremendous outcomes, right? And that's why we grow naturally word of mouth as fast as we have been. Only word of mouth. Yeah. Word of mouth literally this whole time. Yes. Wow. We we do have Google and beta. Um, but what are you spending it as? Maybe 60,000 a month. Okay. A,000 a month.

[1:27] YouTube https://youtu.be/SRRzPC7me9w?t=80 || Helping a $51M/Year E-Commerce Business with Their Marketing
Yeah. Um, and they don't they convert, but they're not No, I will agree with your claim. It's word of mouth. Yeah. Um, so I would like to establish clarity for myself so I can go to my team and say, look, this is the one thing that we're going to be working on. Yeah. And we're going to be dealing with, say,

[1:44] YouTube https://youtu.be/SRRzPC7me9w?t=97 || Helping a $51M/Year E-Commerce Business with Their Marketing
infertility or pregnancy or what have you. And then we we build the funnels and the systems and the director of marketing or whatever the title that's going to be guides the team and we can then grow and keep going and the next dollar figure I don't really care. I don't think I'm going to sell. I'm not

[2:01] YouTube https://youtu.be/SRRzPC7me9w?t=114 || Helping a $51M/Year E-Commerce Business with Their Marketing
sure. I got three three sons. Yeah. Um you know, extremely profitable. I'm happy. My CEO and I are both we love the business. As long as we're having fun, we're going to keep going. And um you know, I'm comfortable. I've got all the money I want. I could retire now, but I I I have this knowledge in my head.

[2:20] YouTube https://youtu.be/SRRzPC7me9w?t=133 || Helping a $51M/Year E-Commerce Business with Their Marketing
Got to get it out. I want to help more people. Why do you So, why do you want to unless I misunderstood, why do you want to niche down? I want to not niche down necessarily. Yeah. I want to establish clarity. Yeah. You want a unified message. I want to get a unified message. And how do you unify a message when it's whole

[2:39] YouTube https://youtu.be/SRRzPC7me9w?t=152 || Helping a $51M/Year E-Commerce Business with Their Marketing
body and you have all these people? I mean, I used to go to Well, I think you chunk up. I mean like to me the message you have is really clear which is that the problems that you have come from your genetics. Well they come from your genetic vulnerabilities but they they truly come from your environment and your

[2:53] YouTube https://youtu.be/SRRzPC7me9w?t=166 || Helping a $51M/Year E-Commerce Business with Their Marketing
lifestyle. Okay. So so it's like your problems come from one of three places and we will help you with this one or like I I think this is I don't I don't think your messaging is that as confusing as you feel like it is. Well, let me let me give you this. I feel like I understand what you do. Yeah. So I wrote a book called Dirty

[3:08] YouTube https://youtu.be/SRRzPC7me9w?t=181 || Helping a $51M/Year E-Commerce Business with Their Marketing
Jeans. Not these but genetics. Right. So that would have been a turn. Yeah. So I didn't used to do landscape construction but um so with dirty jeans the concept is we all have genetic vulnerabilities. The majority of genetic variations that we all inherit we all have predispose us to various risks blood

[3:28] YouTube https://youtu.be/SRRzPC7me9w?t=201 || Helping a $51M/Year E-Commerce Business with Their Marketing
pressure anxiety certain situations what have you. I can look at your genetic report and say look you have generic vulnerabilities here. If you apply this lifestyle that clean up your environment, eat these foods, avoid these foods, store these nutrients, evaluate these labs, you can bypass all those genetic variations.

[3:44] YouTube https://youtu.be/SRRzPC7me9w?t=217 || Helping a $51M/Year E-Commerce Business with Their Marketing
So that's that's the concept. Yeah. So optimization of genetic vulnerabilities improving outcomes. I feel like this is so clear. I'm trying to I don't understand what's wrong. that what's wrong is is well possibly I've been talking about is the site super confusing like like with this like people do people come in

[4:03] YouTube https://youtu.be/SRRzPC7me9w?t=236 || Helping a $51M/Year E-Commerce Business with Their Marketing
confused customers will come in well there's a lot of influencers out there which I don't name names but MT Jafar who's heard of the genetic variation MT Jafar okay so MGFR it's it's a common genetic variation which I thought you were naming names I was like this guy just came out swing he's like let me tell you about Joe

[4:25] YouTube https://youtu.be/SRRzPC7me9w?t=258 || Helping a $51M/Year E-Commerce Business with Their Marketing
Rogan Okay, I'm not going to name names. Yeah, go ahead. Well, yeah, that that. All right, you're good. Okay, so MT Jafar. Okay, sounds like Aladdin anyways. Yes. Yes. So, I am I would say the world's foremost expert in this area. And so, these influencers have hacked on to this. Yeah. And they're using fear to sell

[4:48] YouTube https://youtu.be/SRRzPC7me9w?t=281 || Helping a $51M/Year E-Commerce Business with Their Marketing
supplements. If you have the genetic variation, yeah, that is incorrect. Okay. So, I got to get back on social media, even though I was on social media in 2011 and 12 and speaking all around the world on this. Now, I feel that I have to get back on social media and talk about this. Did Risky Tinko recruit those

[5:06] YouTube https://youtu.be/SRRzPC7me9w?t=299 || Helping a $51M/Year E-Commerce Business with Their Marketing
influencers and like teach them the light? Well, it's funny is the influencer that you're talking about, uh, he read my book and said I was a major influence on him. I was like, "Dude, you need to read the book again." Yeah. So regardless. Yeah. Uh Luis is a fan. Yeah. Well, I'll say this. Like I think that

[5:28] YouTube https://youtu.be/SRRzPC7me9w?t=321 || Helping a $51M/Year E-Commerce Business with Their Marketing
um to me I'll say this. I think that probably I think I speak for everyone here. I speak for all of us. Um I actually think that what you have is really clear. Like I wasn't really confused by anything you said besides MTRA. Um but but the actual like what you do it's like you have genes. We test genes. Three things influence them.

[5:48] YouTube https://youtu.be/SRRzPC7me9w?t=341 || Helping a $51M/Year E-Commerce Business with Their Marketing
these things you control. This one we add in and we sell it. That makes a lot of sense to me. Yeah, we sell it. But also we we just have tools that help you understand. Yeah. Because even if we don't sell it and I actually you still help people. Yeah. Yeah. And I don't want people to buy a supplement if it's the wrong one. And

[6:03] YouTube https://youtu.be/SRRzPC7me9w?t=356 || Helping a $51M/Year E-Commerce Business with Their Marketing
that is actually a huge problem. You know, our sub is really strong and effective if if a mother buys something for herself. You're making the best sales pitch. It's awesome. Yeah. Well, it's true though. If an erection lasts longer than four hours, like call the doctor. Like guys, be careful. Well, I don't want you to

[6:18] YouTube https://youtu.be/SRRzPC7me9w?t=371 || Helping a $51M/Year E-Commerce Business with Their Marketing
take too much, you know, like you're you're crushing the pitch. So, how do you design a a marketing funnel that would convert a confused mother who's or you know, an infertile dad? This is a quiz funnel. Yeah, I figured you were going to say that. Yeah, for sure. I mean, this is like I just figured you already had one.

[6:39] YouTube https://youtu.be/SRRzPC7me9w?t=392 || Helping a $51M/Year E-Commerce Business with Their Marketing
Well, I need a team that will build it for me. Yeah. Um this is this is super like you just don't know anybody in the marketing world. But what you need here um what you what you need though is like you need one guy who like this is not this is it's just somebody who lives outside of your world but in the marketing world

[6:58] YouTube https://youtu.be/SRRzPC7me9w?t=411 || Helping a $51M/Year E-Commerce Business with Their Marketing
who here is in the marketing world who's like considers himself what is he what he's asking on a scale from one to raise your hand is it hard to build right this is super easy to build like you can build this as an afternoon this is like a jot form that has that has quizbased questions that then just

[7:13] YouTube https://youtu.be/SRRzPC7me9w?t=426 || Helping a $51M/Year E-Commerce Business with Their Marketing
decision trees into 10 different videos based on the 10 most common issues that people come in with. Yeah, fair enough. It's literally it and then after that it makes recommendation to physical products like super easy. Yeah. So my plan is to make a bunch of videos for YouTube longer formish and then

[7:30] YouTube https://youtu.be/SRRzPC7me9w?t=443 || Helping a $51M/Year E-Commerce Business with Their Marketing
cut them short on you know whatever put on LinkedIn for B2B. I would do this if I were you. I would recruit as many influencers who are science scientistic. I'll say that not scientific scientistic about health and wellness and things like that. I would recruit them after I build my uh quiz-based funnel and then I would have

[7:52] YouTube https://youtu.be/SRRzPC7me9w?t=465 || Helping a $51M/Year E-Commerce Business with Their Marketing
my kind of low ticket or low barrier offer be the genetic test. So they take this and it's like great, you could be disposed of these things but take our test. Great. And then they get their test results which I'm assuming gives them recommendations on supplements that they would. It does not because I don't

[8:07] YouTube https://youtu.be/SRRzPC7me9w?t=480 || Helping a $51M/Year E-Commerce Business with Their Marketing
I don't I think we're the only ones that create a genic report which don't then sell our own supplements because I don't want people to go to supplements first. Okay. I want them to do lifestyle first. Yeah. I had to like shake my own head. I'll be like, "Yes, rest. That's good. Yes. Healthy." Be a good person.

[8:28] YouTube https://youtu.be/SRRzPC7me9w?t=501 || Helping a $51M/Year E-Commerce Business with Their Marketing
Well, it's true though because I know it's true. We all know that you you want to help people. You're eating, you know, absolute right? And there's like, stop eating the crap and you might not feel so bad. Yeah. Yeah. And buy my supplements. But, um, you feel 10% better. 90% comes from no muras. 10% comes from my supplements.

[8:49] YouTube https://youtu.be/SRRzPC7me9w?t=522 || Helping a $51M/Year E-Commerce Business with Their Marketing
Um, but but do both. Um, but anyways, so uh on the way in, this is this is influencers to me, influencer traffic on the front end. Literally just preaching your gospel. Have them read the book, take out the snippets, you know, promote that to their audiences. We have to have some front-end offer that they'd be

[9:06] YouTube https://youtu.be/SRRzPC7me9w?t=539 || Helping a $51M/Year E-Commerce Business with Their Marketing
driving towards. I'm guessing the genetic testing would be the thing. Do you sell via phone or people just It's follow-up sequences that then get them to buy the products after followup sequences. Okay. Right. So then if then that makes it even easier because if you're willing to do affiliate How much does the

[9:20] YouTube https://youtu.be/SRRzPC7me9w?t=553 || Helping a $51M/Year E-Commerce Business with Their Marketing
genetic test cost? Well, we stopped offering it and I just emailed today uh whole genome company that we have good report with to white label it. Um, we couldn't control the quality of our genetic. What's the cost? Uh, it'll be $400. Whole genome now $4 or $500. Great. So, this is What's the margin on

[9:39] YouTube https://youtu.be/SRRzPC7me9w?t=572 || Helping a $51M/Year E-Commerce Business with Their Marketing
that? Uh, it's going to be low, I would imagine. Okay. So, I don't care. Yeah. I believe you. So, this is what I would do if I were you and I wanted to grow this and help more people. I would recruit the influencers. I would say I'll give you 100% of the profit on the front end test because I want as many people as

[9:59] YouTube https://youtu.be/SRRzPC7me9w?t=592 || Helping a $51M/Year E-Commerce Business with Their Marketing
possible to get tested and then I would give them all of that profit. So you make zero on that which you'll love. Um I did work with Mother Teresa for a while. I believe I believe all of this and then after that I would have all my segmentation sequences where I could maximize profit and you're going to get

[10:18] YouTube https://youtu.be/SRRzPC7me9w?t=611 || Helping a $51M/Year E-Commerce Business with Their Marketing
so much ancillary because people are going to hear about it. They'll still go to the site and buy and then the people who go through the test they'll be happy to push it because they're going to make decent money on it if you give them all the profit. but it cost you nothing. So great. And that way that would be my

[10:29] YouTube https://youtu.be/SRRzPC7me9w?t=622 || Helping a $51M/Year E-Commerce Business with Their Marketing
that would be my process to really scale this. Okay. Appreciate that. 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

[10:47] YouTube https://youtu.be/SRRzPC7me9w?t=640 || Helping a $51M/Year E-Commerce Business with Their Marketing
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

[11:00] YouTube https://youtu.be/SRRzPC7me9w?t=653 || Helping a $51M/Year E-Commerce Business with Their Marketing
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

[11:13] YouTube https://youtu.be/SRRzPC7me9w?t=666 || Helping a $51M/Year E-Commerce Business with Their Marketing
to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you

[11:28] YouTube https://youtu.be/SRRzPC7me9w?t=681 || Helping a $51M/Year E-Commerce Business with Their Marketing
out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping an In-Person Service Business Fix Their Offer
URL: https://youtu.be/SWum9PUPSjE
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/SWum9PUPSjE?t=0 || Helping an In-Person Service Business Fix Their Offer
Now, I know you're doing 2.4 million. You saw outcomes to athletes and the biggest problem that you think is stopping your growth. You'd like to get the 3 million. Is that you feel like you need to reposition your offer uh in some way? Shoot. Yeah. Nailed it, man. So, um we have three revenue streams inside of our

[0:16] YouTube https://youtu.be/SWum9PUPSjE?t=9 || Helping an In-Person Service Business Fix Their Offer
health clubs, our fitness centers, right? So, we run ads for group. That's our highest margin. Um but then if a deconditioned person walks in, we can get them into one-on-one, then get them back into the group setting. And then when someone does 12 months, 13 months, square footage. Uh 6 to 8,000 square foot, we have four

[0:32] YouTube https://youtu.be/SWum9PUPSjE?t=25 || Helping an In-Person Service Business Fix Their Offer
locations. Okay. Um so then when people inevitably want to kind of take break, large group or semis? Uh so we do large we're in no man's land. So we're like 16 to 20. Okay. Yeah. So um yeah. So that's a book reference. Um yeah. So basically what's happening though is that because we have the 247 open gym which is supposed to be just a

[0:56] YouTube https://youtu.be/SWum9PUPSjE?t=49 || Helping an In-Person Service Business Fix Their Offer
way to keep people engaged and once they get one program again they they re-engage with our coaches. Our sales team is kind of using that as lowest hanging fruits. The downside I mentioned yesterday, right? Correct. And so the the challenge is twofold, right? So the first one is like you know how do we market in a way that we get

[1:13] YouTube https://youtu.be/SWum9PUPSjE?t=66 || Helping an In-Person Service Business Fix Their Offer
people to understand it's an ecosystem. We're not an F45 and all those. They're never going to understand it's an ecosystem. Okay. are very good. Easy enough. And then uh and and then the how do I get them to know everything about me so they can understand the nuance of how we built this business model? They're not. They're going to be

[1:27] YouTube https://youtu.be/SWum9PUPSjE?t=80 || Helping an In-Person Service Business Fix Their Offer
like, "Oh, it's a six week weight loss thing. Sounds good." And then you explain that when they come in. Did you ask me how I explain? No, I'm saying I'm saying and I'm saying you market the thing they want. Yep. And then when they come in, you give them the thing that they need. Don't try and explain the thing that they need

[1:42] YouTube https://youtu.be/SWum9PUPSjE?t=95 || Helping an In-Person Service Business Fix Their Offer
before they you give them the thing they want. Got it. Okay. Very good. Simple enough. All right. And then I do have a followup real quick too if if I can push my luck here a little bit. So um when it comes to leveraging my personal story, right? So when it comes to transformation stuff, I was indicted

[1:57] YouTube https://youtu.be/SWum9PUPSjE?t=110 || Helping an In-Person Service Business Fix Their Offer
at 22 years old, did 63 months in federal prison. So when we talk about like transformation, like I'm literally said the city that saw me at my worst is going to see me at my best. How much of that should I leverage? Because I've never really led with that. But I know now that I'm in the I'm I'm literally in the inspiration game. I'm

[2:13] YouTube https://youtu.be/SWum9PUPSjE?t=126 || Helping an In-Person Service Business Fix Their Offer
literally in the lead genen and the sales game. And I feel like there could be some stickiness. What do you want to do, man? I just want to Do you want to sell the Do you want to sell the business? Do you want to own it long term? Like, what do you want to do? Um, man, that that varies dayto day. I I mean, I want to sell it, man.

[2:26] YouTube https://youtu.be/SWum9PUPSjE?t=139 || Helping an In-Person Service Business Fix Their Offer
Yeah. I mean, eventually I want to build something that's got value and then I exit. Well, then I mean, you already have a business that doesn't require a personal brand. I wouldn't tack one on. Very good. Fair enough. Easy enough. Fantastic. Thank you, sir. If you're a business owner and you are not growing as fast as you'd like, I'd

[2:40] YouTube https://youtu.be/SWum9PUPSjE?t=153 || Helping an In-Person Service Business Fix Their Offer
like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we

[2:55] YouTube https://youtu.be/SWum9PUPSjE?t=168 || Helping an In-Person Service Business Fix Their Offer
broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT,

[3:07] YouTube https://youtu.be/SWum9PUPSjE?t=180 || Helping an In-Person Service Business Fix Their Offer
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

[3:21] YouTube https://youtu.be/SWum9PUPSjE?t=194 || Helping an In-Person Service Business Fix Their Offer
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: The Exact Roadmap From $0 to $10M
URL: https://youtu.be/_TZEJAYUeCo
PRIMARY_TOPIC: leads
TOPICS: leads, scaling, leads, hiring

[0:00] YouTube https://youtu.be/_TZEJAYUeCo?t=0 || The Exact Roadmap From $0 to $10M
The biggest issue that most people have between zero and three specifically um is just ignorance. People just don't know what to do. You know what I mean? And so like just you know getting to six figures is literally just like sell something to someone. Like that's it. That's all you have to do to get to six figures. Like one

[0:17] YouTube https://youtu.be/_TZEJAYUeCo?t=10 || The Exact Roadmap From $0 to $10M
channel, one product, one avatar. Like that's it. You don't have to do anything else. And then you know when you get you want to get to seven figures then you just do that and then add the word consistently which is you do you know you input put the inputs in the system in a way that's consistent so that you

[0:29] YouTube https://youtu.be/_TZEJAYUeCo?t=22 || The Exact Roadmap From $0 to $10M
get a consistent output. So it's whatever way you acquired those customers, whether it was reachouts, whether it was content, whether it was paid ads, whether it was affiliates, whether it was referrals, whatever the thing was that got you the customers, cool. Do that consistently and you'll be at a million. You know what I mean?

[0:43] YouTube https://youtu.be/_TZEJAYUeCo?t=36 || The Exact Roadmap From $0 to $10M
Which is which is still only 20K a week. It's not like a huge number. You know, one to three is usually uh increasing output of that that main thing to a small degree. Um and really just like baseline efficiencies and building out the core team. So usually at that point going one to three is getting the person

[1:00] YouTube https://youtu.be/_TZEJAYUeCo?t=53 || The Exact Roadmap From $0 to $10M
out of delivery um to a large you know to a large extent and usually they get their first kind of first follower first like one or two uh I'm trying to think of the right word to how to say this um competent individuals uh who are helping them out and then you know a handful of frontline and so it's usually like

[1:19] YouTube https://youtu.be/_TZEJAYUeCo?t=72 || The Exact Roadmap From $0 to $10M
companies that's you know 3 million they're like 5 to 15 employees and so and there's usually really only like twoish good ones um and the rest are okay Right? And so at that point, you know, going from 3 to 10 is usually where we can, it's the minimum level that we take people on. And it's not because there's something magical about

[1:36] YouTube https://youtu.be/_TZEJAYUeCo?t=89 || The Exact Roadmap From $0 to $10M
3 million. It's that 3 million typically checks two boxes. Box one is that they have product market fit at some level. People want something from them. Like something they're selling is resonating enough that they can generate sales. And the second thing, I guess there's three boxes. One is that, the second is that

[1:51] YouTube https://youtu.be/_TZEJAYUeCo?t=104 || The Exact Roadmap From $0 to $10M
they have at least one reliable acquisition channel that they're currently doing. And the third is that they have a core team in place. So they've demonstrated product market fit. They have a reliable acquisition channel just at least one. Uh and they have a core team in place which may be relatively dysfunctional and have very

[2:05] YouTube https://youtu.be/_TZEJAYUeCo?t=118 || The Exact Roadmap From $0 to $10M
few key players but at least they have some semblance of structure. And so if they have if they meet those minimum requirements then we can at least start from at least some level of leverage u to start helping them grow. Real quick if you're a business owner and you are not growing as fast as you'd like I'd

[2:20] YouTube https://youtu.be/_TZEJAYUeCo?t=133 || The Exact Roadmap From $0 to $10M
like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we

[2:35] YouTube https://youtu.be/_TZEJAYUeCo?t=148 || The Exact Roadmap From $0 to $10M
broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT,

[2:47] YouTube https://youtu.be/_TZEJAYUeCo?t=160 || The Exact Roadmap From $0 to $10M
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

[3:01] YouTube https://youtu.be/_TZEJAYUeCo?t=174 || The Exact Roadmap From $0 to $10M
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: Helping an Agency Doing $2M/Year Get to $5M
URL: https://youtu.be/ciEGuBi1E8k
PRIMARY_TOPIC: leads
TOPICS: leads

[0:01] YouTube https://youtu.be/ciEGuBi1E8k?t=0 || Helping an Agency Doing $2M/Year Get to $5M
photographic art and albums to consumers on behalf of photographers. Right. Uh this past year we did just under two million. And uh I need to be at five the end of this year. You must be. I must be. Or else. Or else. Um and what's stopping me is definitely just advertising and marketing. We haven't done anything up

[0:24] YouTube https://youtu.be/ciEGuBi1E8k?t=17 || Helping an Agency Doing $2M/Year Get to $5M
until this point. Um our business evolved from selling courses. So I was selling courses and then people didn't want to implement or do the sales appointments themselves so I built an agency to do it for them. Um yesterday you mentioned the plumber situation right so my question is right now we so I have my course that basically

[0:44] YouTube https://youtu.be/ciEGuBi1E8k?t=37 || Helping an Agency Doing $2M/Year Get to $5M
teaches photographers how to run a print driven business business and do what we do but it was also like a really great funnel strategy for this business. So, I'm not sure whether to use that as a downell for if they don't qualify for our partnership program to put them in the course first or to pull it from

[1:02] YouTube https://youtu.be/ciEGuBi1E8k?t=55 || Helping an Agency Doing $2M/Year Get to $5M
behind the payw wall and turn it into just free content to be top of funnel strategy. What percentage of the revenue is coming from the education like less than 10,000 a year. It's not something that we're Yeah, make it free for sure. No, no question. Yeah. And I would make it free in a couple ways. So, one is I'd put it out as

[1:18] YouTube https://youtu.be/ciEGuBi1E8k?t=71 || Helping an Agency Doing $2M/Year Get to $5M
content. Like put it on a YouTube channel, let it be streamed free. you can still have people opt in for it if you're running ads and then just give them all the links to the YouTube videos. Um, and so that would both get you leads from the platforms and also from you running ads to them and it basically functions as like a great and

[1:37] YouTube https://youtu.be/ciEGuBi1E8k?t=90 || Helping an Agency Doing $2M/Year Get to $5M
like just put an easy call to action up front and then also follow up with the leads like you have a sales team. follow up with the leads who opt in um and just put a thank you pageuler that's like, "Hey, by the way, if you want us to implement this stuff because you don't want to do it, we're happy to show you

[1:48] YouTube https://youtu.be/ciEGuBi1E8k?t=101 || Helping an Agency Doing $2M/Year Get to $5M
how we execute this stuff and just put a sorting question on the uh the opt-in form so you can see what revenue level they're at." And so if they're, let's say, minnows or like not big enough to do what you want to do, then don't have it thank you page over to the scheduler. Um and then only have the pixel on the

[2:06] YouTube https://youtu.be/ciEGuBi1E8k?t=119 || Helping an Agency Doing $2M/Year Get to $5M
thank you page that has qualified leads. And then that way you'll the the algorithm will target more qualified leads on a continuous basis. Does that make sense? Yeah. Thank you. Great. This is good. 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

[2:23] YouTube https://youtu.be/ciEGuBi1E8k?t=136 || Helping an Agency Doing $2M/Year Get to $5M
together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz

[2:37] YouTube https://youtu.be/ciEGuBi1E8k?t=150 || Helping an Agency Doing $2M/Year Get to $5M
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 matter what you're struggling with,

[2:51] YouTube https://youtu.be/ciEGuBi1E8k?t=164 || Helping an Agency Doing $2M/Year Get to $5M
someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out. On

[3:05] YouTube https://youtu.be/ciEGuBi1E8k?t=178 || Helping an Agency Doing $2M/Year Get to $5M
the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: The Best First Sales Job to Become a Great Marketer
URL: https://youtu.be/dW27orkcmG4
PRIMARY_TOPIC: leads
TOPICS: leads, career, closing

[0:00] YouTube https://youtu.be/dW27orkcmG4?t=0 || The Best First Sales Job to Become a Great Marketer
Uh thoughts on the best type of sales for you to get into spirits. Volume, brother. Volume. Every single phenomenal marketer that I know personally started with a high volume sales position. I know guys who started in high volume cold calling. Number one. I know people who done uh high volume doortodoor. I

[0:18] YouTube https://youtu.be/dW27orkcmG4?t=11 || The Best First Sales Job to Become a Great Marketer
know a guy who uh sold at a car wash, sold 200 cars a day walking through the door. You want something that gets you as many feedback loops as possible. That is my biggest my biggest piece of advice. The reason I'm a big fan of people who sold in fitness is because in fitness so many people are trying to

[0:31] YouTube https://youtu.be/dW27orkcmG4?t=24 || The Best First Sales Job to Become a Great Marketer
lose weight. You can like you can take a 100 calls a like you can you can see unlimited amounts of people if you're trying to sell weight loss. And so my recommendation if you're trying to get into it is don't worry about what you're earning. W worry about what you're learning and you want to get as much

[0:44] YouTube https://youtu.be/dW27orkcmG4?t=37 || The Best First Sales Job to Become a Great Marketer
volume as you possibly can in the shortest period of time. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of

[1:00] YouTube https://youtu.be/dW27orkcmG4?t=53 || The Best First Sales Job to Become a Great Marketer
growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for

[1:13] YouTube https://youtu.be/dW27orkcmG4?t=66 || The Best First Sales Job to Become a Great Marketer
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

[1:25] YouTube https://youtu.be/dW27orkcmG4?t=78 || The Best First Sales Job to Become a Great Marketer
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

[1:40] YouTube https://youtu.be/dW27orkcmG4?t=93 || The Best First Sales Job to Become a Great Marketer
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Pay Affiliates $10K Upfront to Unlock Referrals
URL: https://youtu.be/dX-eI11-kSw
PRIMARY_TOPIC: leads
TOPICS: leads, leads, cold-outreach, offers

[0:00] YouTube https://youtu.be/dX-eI11-kSw?t=0 || Pay Affiliates $10K Upfront to Unlock Referrals
Hey, Alex. Uh, this is a beer. I own a business that provides accounting and CFO services to e-commerce brand. Okay. Uh, doing about six mil a year. My goal is to make the competition irrelevant. Uh, so I want to grow as much as I possibly can. What's stopping me though is I don't have a lead generation channel that's

[0:22] YouTube https://youtu.be/dX-eI11-kSw?t=15 || Pay Affiliates $10K Upfront to Unlock Referrals
sufficiently effective that I can really ramp up growth a lot. Right. I attended your L3 workshop several months ago. you recommended implementing a front-end offer and an affiliate program. I've done both. We are growing. We've grown a lot since then. So, thank you for that. You're welcome. But one of the big challenges I have is

[0:43] YouTube https://youtu.be/dX-eI11-kSw?t=36 || Pay Affiliates $10K Upfront to Unlock Referrals
while I think the affiliate offer is pretty solid and everybody I talk to will often admit that it's a no-brainer, have a lot of difficulty getting them like to just turn on and send those first referrals. It's there's that initial friction. So, it is still working. The affiliates are happening, just not as much as I want. And at the

[1:01] YouTube https://youtu.be/dX-eI11-kSw?t=54 || Pay Affiliates $10K Upfront to Unlock Referrals
same time, I'd like another channel that is shortterm ROI faster as opposed to the affiliates, which I know builds up over time and gives you a very low cost, unstoppable funnel. Whoa. Do you have something in your background by the way? I hope not. I'm sorry. I had feedback. Okay. Yeah, I had some feedback, too.

[1:20] YouTube https://youtu.be/dX-eI11-kSw?t=73 || Pay Affiliates $10K Upfront to Unlock Referrals
Oh, good. Okay. So, a couple things. So, first off, on the affiliate piece, we have to make sure that we're launching harder. So, I think is there a like what amount of money they're making if they like are you getting what kind of kickback are the affiliates getting? Uh, at the moment 2K as soon as we close

[1:36] YouTube https://youtu.be/dX-eI11-kSw?t=89 || Pay Affiliates $10K Upfront to Unlock Referrals
someone. Okay. So, is there any way that you could dangle like 10 grand or something like that for somebody to do like a webinar with you and then you do like a you kind of like send emails to their audience and then you give them 10 grand up front and then you kind of do a draw out of it. So it's like the first 10's guaranteed and then

[1:57] YouTube https://youtu.be/dX-eI11-kSw?t=110 || Pay Affiliates $10K Upfront to Unlock Referrals
I'll also give you and so like once I get five that's kind of counts towards the 10 and then after that it's two and then what's a customer worth to you? I would say a fair bit. I mean we have almost no churn. Um so thus far with the data that we have I mean it's not reasonable to it's not unreasonable to

[2:15] YouTube https://youtu.be/dX-eI11-kSw?t=128 || Pay Affiliates $10K Upfront to Unlock Referrals
think that you know 50 60 I mean we have LTVs that go up into the six figures. Um so it's a question of time. Okay. Well then I mean fundamentally if you have a 3 to1 LTV to CAC right I'm guessing what are gross profits on that uh about 60ish% 55 okay so call it 36 on 60 is what you make and 100k you're making um

[2:38] YouTube https://youtu.be/dX-eI11-kSw?t=151 || Pay Affiliates $10K Upfront to Unlock Referrals
uh 60k right so like 36 to 60kish does that sound correct okay so I think you're I think you're undercompensating for the affiliate so I'd be willing to give six eight 10 even you know for a deal like that and that's per deal. Now, right now you're starting lower, which is fine, but given like you getting one customer can be on the low

[3:00] YouTube https://youtu.be/dX-eI11-kSw?t=173 || Pay Affiliates $10K Upfront to Unlock Referrals
side worth 36 to you in gross profit. It's like I'm willing to give 10 for that all day. And so if I would just say, "Hey, I'll front you 10 to get started." Or like I'll let's say you offer two and you say, "Hey, but if we do the thing in the next 30 days, I'll give you three for each for life." That's fantastic. Yeah. Okay.

[3:18] YouTube https://youtu.be/dX-eI11-kSw?t=191 || Pay Affiliates $10K Upfront to Unlock Referrals
Just put a little bit of urgency into it. I do I think is I don't want you to abandon the affiliate things. I just do think it's like the it's obviously working and so we need to tweak it rather than like let's start something else. It's like we're we're six inches away from gold. It's like let's drill

[3:30] YouTube https://youtu.be/dX-eI11-kSw?t=203 || Pay Affiliates $10K Upfront to Unlock Referrals
the next six inches to get it over the hump. You know what I'm saying? No, 100%. The impression that I've gotten and I don't know if you would agree with this. At least your AI kind of felt this way. Um but the actual motivation for them is not purely financial. for them some of the hesitation comes from just the general

[3:48] YouTube https://youtu.be/dX-eI11-kSw?t=221 || Pay Affiliates $10K Upfront to Unlock Referrals
friction of activation and then the fact that they uh the social capital that comes with making a referral to a client. So that's why as much as possible I try to position it as the offer is theirs, it's white labeled, it's value to the client. I and again they all say it's a no-brainer. So I think that aspect is

[4:04] YouTube https://youtu.be/dX-eI11-kSw?t=237 || Pay Affiliates $10K Upfront to Unlock Referrals
there. But yeah, um well I'm more than happy to increase the commission per your recommendation. I do wonder if there's a psychological element out there outside of the fact that like dangling more money alone would not create it like I don't know that it would double the So two things. One is I would I would

[4:19] YouTube https://youtu.be/dX-eI11-kSw?t=252 || Pay Affiliates $10K Upfront to Unlock Referrals
consider making it an ongoing. So I'd like consider raising because you have almost no turn. Do you have any sale? Like is getting someone to close when they get on the phone difficult? Sorry, I didn't hear the last one. What are your close rates? Uh about 30 35. Yeah, I was going to say because like if

[4:34] YouTube https://youtu.be/dX-eI11-kSw?t=267 || Pay Affiliates $10K Upfront to Unlock Referrals
we could get like a 10% boost in price, we could just hand all of that to the affiliate and make it ongoing. Because if you're white labeling it, then you can position it as like so there's two angles to position this from. Number one is that with my services, they will I will make sure that they see your thing as free, right?

[4:51] YouTube https://youtu.be/dX-eI11-kSw?t=284 || Pay Affiliates $10K Upfront to Unlock Referrals
So, I'm going to do my economics to show them what they're saving with me, and they can count that towards what they see with you. And your thingness is free forever. That's framing for them, right? That's that's sales beneficial. The second element is that a lot of people don't want to refer out their

[5:03] YouTube https://youtu.be/dX-eI11-kSw?t=296 || Pay Affiliates $10K Upfront to Unlock Referrals
business for a onetime spiff, but if they can get 10% 15% ongoing, they're probably way more likely to want to do it. Interesting. Okay. I actually offered both. I assumed the upfront hit might be a little bit more motivating. The thing is, I think honestly right now is like you're not offering enough. And

[5:22] YouTube https://youtu.be/dX-eI11-kSw?t=315 || Pay Affiliates $10K Upfront to Unlock Referrals
so right now it feels like the money is like it's like money isn't motivating. It's like well if you offer them $10 is not motivating. If you offer a million dollars it is. Right? So there's an amount, right? And so the thing is is you have more than enough LTV to make up for it. And I think if they give you a little

[5:36] YouTube https://youtu.be/dX-eI11-kSw?t=329 || Pay Affiliates $10K Upfront to Unlock Referrals
bit more of an assist, but I think the key element here in terms of making sure that it actually gets like implemented faster is that you say that you give there's two two plans. uh you know call it 2k 3k or you know 3k 10k whatever and they get the big one if they do it now. Okay. So basically creating a form of

[5:57] YouTube https://youtu.be/dX-eI11-kSw?t=350 || Pay Affiliates $10K Upfront to Unlock Referrals
urgency for it. Yes. And it say it's within the first 30 days. And the only reason we do that is because we found the people who do in the first 30 days have by far the most success because there's really only like and I and I don't know if you do this but I would show them a road map because think about risk uh think of the value

[6:11] YouTube https://youtu.be/dX-eI11-kSw?t=364 || Pay Affiliates $10K Upfront to Unlock Referrals
equation right? You got risk speed ease. So it's like how do we make it less risky? How do we make it faster? And how do we make it easier? So I would say hey we already have the emails written. I already took the liberty of you know writing that. Obviously my can help you with that. So it's like take their brand

[6:25] YouTube https://youtu.be/dX-eI11-kSw?t=378 || Pay Affiliates $10K Upfront to Unlock Referrals
take the pre you know the the email sequences and the text sequences. They have to go I already custom built the page. There's nothing you have to do there. Um that's on the east side. So it's like and I'll I'll go there. I'll send one of my team to Yeah. Right. To actually plug it into your CRM to make

[6:38] YouTube https://youtu.be/dX-eI11-kSw?t=391 || Pay Affiliates $10K Upfront to Unlock Referrals
that happen. That's the E size. The second thing is risk. And so from risk perspective, um, one is like here's testimonials, number one. Number two, people are willing to take on risk if they're getting ongoing payments. Far more likely to. That's where I think the ongoing spiff is something that's more

[6:54] YouTube https://youtu.be/dX-eI11-kSw?t=407 || Pay Affiliates $10K Upfront to Unlock Referrals
valuable. Um, and then from a speed perspective, uh, that was the whole framing around the urgency, right? Yes. So that totally makes sense. With respect to the bit on the uh risk and the testimonials, I had the feeling that if I were to speed up the amount of the essentially the offer is like the cash to the front

[7:14] YouTube https://youtu.be/dX-eI11-kSw?t=427 || Pay Affiliates $10K Upfront to Unlock Referrals
end. So if I can get a lot more testimonials for that through a different channel, then it just speeds up the ability to generate that social proof wall and then again faster revenue in the door today. Uh in addition to adding the affiliate channel. Well, the fastest channel for you. Go ahead. No, go ahead. I was just going to ask if

[7:32] YouTube https://youtu.be/dX-eI11-kSw?t=445 || Pay Affiliates $10K Upfront to Unlock Referrals
it makes sense to try something like uh running an adfunnel for that. You absolutely can. I'm pretty sure I recommended affiliates because it didn't seem like it was like within your like realm of skill sets at the time. And so I was like I want to take the the highest likelihood bet as my first bet.

[7:46] YouTube https://youtu.be/dX-eI11-kSw?t=459 || Pay Affiliates $10K Upfront to Unlock Referrals
Given where you're at, I still like if I had my brothers, I'd want you to still redline this and go harder on it because I think that gets you to 10 12 and beyond. Do I think that having an adfunnel is in the future of the business? Yes, I do. But I just want to have this base of affiliates that's feeding you first. Um,

[8:03] YouTube https://youtu.be/dX-eI11-kSw?t=476 || Pay Affiliates $10K Upfront to Unlock Referrals
from an adfunnel perspective, um, I think that it would be almost content driven because this is a very authorit like this is an authority thing. Like they're literally coming to you for like CFO, you know what I mean? Like they they have to see you as an authority figure. And so I think the logos of the

[8:17] YouTube https://youtu.be/dX-eI11-kSw?t=490 || Pay Affiliates $10K Upfront to Unlock Referrals
brands, the size of the brands that you have being mentioned, as long as they're okay with it in the ads, plus like two or three very clear tactical hooks and angles of things that they're not thinking about or that their generic bookkeeper or CPA is leaving out that is going to have a dramatic effect on the

[8:32] YouTube https://youtu.be/dX-eI11-kSw?t=505 || Pay Affiliates $10K Upfront to Unlock Referrals
business. And so it's like I would I know this sounds wild, but like try and ROI yourself before the call. You mean like a calculator close type thing? No, no, no. Try to ROI yourself in the content that you're putting out. that becomes the ads. Ah, okay. So, here's the next steps on the adfunnel side. I'd prefer you still

[8:50] YouTube https://youtu.be/dX-eI11-kSw?t=523 || Pay Affiliates $10K Upfront to Unlock Referrals
double down on the affiliate thing, but the the next steps look like this. Post a shitload of content about you doing stuff with the clients that you currently serve and the size and the savings, all of that, right? And talk about all the tiny little tactics that you do with those businesses. Then you can hook up um uh many chat to

[9:11] YouTube https://youtu.be/dX-eI11-kSw?t=544 || Pay Affiliates $10K Upfront to Unlock Referrals
those organic content pieces. drive them to uh just inbound leads. So, you'll get leads from that and that can go optin, VSSL, close. And then once you know the highest performing content pieces, you can take all that content and immediately just distribute them as ads to the same funnel. Okay, that's very helpful. And then just

[9:32] YouTube https://youtu.be/dX-eI11-kSw?t=565 || Pay Affiliates $10K Upfront to Unlock Referrals
to pivot back to the affiliate for the moment, most of the ones that I have been managing to uh acquire are somewhat warm uh people like agencies and people in the network that I know. Um is it worse then going that step further to like the cold affiliate acquisition? Obviously it's functional, but the

[9:53] YouTube https://youtu.be/dX-eI11-kSw?t=586 || Pay Affiliates $10K Upfront to Unlock Referrals
amount of effort if I had my brothers from cold is harder. Yeah. Yeah, if I had my brothers, I would actually advertise to uh B2B agencies via ads instead because there's so many e-commerce agenc block a lead magnet to them and then Yeah. And I would just get them on the phone and say, "Listen, I have an offer

[10:09] YouTube https://youtu.be/dX-eI11-kSw?t=602 || Pay Affiliates $10K Upfront to Unlock Referrals
that is only me making you money, not costing you money, but here's the deal, right? Think about it this way. If you give six grand upfront and let's say an agency has 30 clients, okay, they do a webinar with you and let's say half their customers take it, that's 15 out of 30. If they're getting 6K up front, they

[10:27] YouTube https://youtu.be/dX-eI11-kSw?t=620 || Pay Affiliates $10K Upfront to Unlock Referrals
make 90,000 in the first month with you. That's a hell of a testimonial. Right. And then I can have testimonials of exactly affiliates to social proof more affiliates. Exactly. And so one of and the the pain points are going to be different. So it's like you're probably dealing with LTV issues, churn issues,

[10:45] YouTube https://youtu.be/dX-eI11-kSw?t=638 || Pay Affiliates $10K Upfront to Unlock Referrals
them constantly doing XYZ. It's like what if you could onboard a customer and even if they leave you, you still keep getting paid. That's solid, right? Cool. I got to jump to the next person, but that that help you out. Fantastic. I of course thank you so much for your time. Appreciate you, man. Rock and roll.

[11:03] YouTube https://youtu.be/dX-eI11-kSw?t=656 || Pay Affiliates $10K Upfront to Unlock Referrals
Appreciate you. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and

[11:19] YouTube https://youtu.be/dX-eI11-kSw?t=672 || Pay Affiliates $10K Upfront to Unlock Referrals
more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the

[11:31] YouTube https://youtu.be/dX-eI11-kSw?t=684 || Pay Affiliates $10K Upfront to Unlock Referrals
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,

[11:45] YouTube https://youtu.be/dX-eI11-kSw?t=698 || Pay Affiliates $10K Upfront to Unlock Referrals
plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you

[11:59] YouTube https://youtu.be/dX-eI11-kSw?t=712 || Pay Affiliates $10K Upfront to Unlock Referrals
out to Vegas and we'll do this in person live.


VIDEO
TITLE: The Junk Drawer Problem Every Founder Hits
URL: https://youtu.be/fNPlt_C54KM
PRIMARY_TOPIC: leads
TOPICS: leads, hiring, scaling, productivity

[0:00] YouTube https://youtu.be/fNPlt_C54KM?t=0 || The Junk Drawer Problem Every Founder Hits
We sell direct response e-commerce products. We're all paid media. Uh we do about $3 million a year in revenue. Direct response e-commerce products. Okay. Like drop shipping stuff pretty much. Yeah. It's it's more branded than that, but essentially is. Yeah. So you have customers for doing that or you're doing that?

[0:17] YouTube https://youtu.be/fNPlt_C54KM?t=10 || The Junk Drawer Problem Every Founder Hits
We're doing that. Okay. Got it. And so you have a handful. How many SKs do you have? Uh like four. Okay. Is it all the same brand? No. Okay. Yep. So we have uh we're doing it's like four months old. So we're doing a run rate of like uh three million a year. Um we have you know background in like paid

[0:36] YouTube https://youtu.be/fNPlt_C54KM?t=29 || The Junk Drawer Problem Every Founder Hits
traffic affiliate. Um so it's not the first rodeo with that. We're trying to get to like 15 million a year run rate. Okay. Um what's stopping us right now you know not entirely sure but um basically like we have each step for everything that has to be done. We built out teams and systems for the main priorities and

[0:55] YouTube https://youtu.be/fNPlt_C54KM?t=48 || The Junk Drawer Problem Every Founder Hits
those things are working pretty well. I'm happy with uh our talent and what they're producing. Uh but so far what I'm experiencing is that you know I'm left with this you know list of like random chores that somehow only I can do. A junk drawer. Yeah. But I'm not sure how to approach hiring for this because it ends up being like a

[1:13] YouTube https://youtu.be/fNPlt_C54KM?t=66 || The Junk Drawer Problem Every Founder Hits
very niche specific task. But I may I might only need them for like you know 20 minutes a week or something. So it ends up being me but with a million things you know. And your founder? Uh yeah, co-founder. Okay. Um so let's start here. You want to get to 15 million. What stops you from spending more money?

[1:38] YouTube https://youtu.be/fNPlt_C54KM?t=91 || The Junk Drawer Problem Every Founder Hits
Uh nothing right now. I mean, so we just hired a pretty robust funnel team and an operations guy, like a strategist. So kind of just waiting on those things to kick in really. Okay. Um but I'm I'm fairly confident that we we should be able to at least do another 2x from here. Okay. So this is more a complaint

[2:01] YouTube https://youtu.be/fNPlt_C54KM?t=114 || The Junk Drawer Problem Every Founder Hits
than a constraint, right? Okay. No, I'm just No, I'm This is me asking for clarity. So we think we can double if we just spend more money. I'm not spending more money because I'm waiting for this thing to happen. Once this thing happens, then I'm going to spend as much money as I can. Sure. Right. Um and in the meantime, I have

[2:21] YouTube https://youtu.be/fNPlt_C54KM?t=134 || The Junk Drawer Problem Every Founder Hits
stuff I don't feel like doing. Okay. No, I'm I'm like this is me trying to translate back. Is that true? Is that like accurate? Yeah, but eventually there's going to be enough of that stuff that like I will have to find some way to hire out for these things. Yeah. And then there'll be more stuff that you'll still do.

[2:35] YouTube https://youtu.be/fNPlt_C54KM?t=148 || The Junk Drawer Problem Every Founder Hits
You'll just do the more important valuable stuff and give the other stuff to somebody else. Yeah. But a lot of it ends up being fairly tedious. Like it's it doesn't feel like high leverage or high value at all. I mean, this is where like VAS and product project work can come really in handy. Like I'll give you an example. So, when

[2:52] YouTube https://youtu.be/fNPlt_C54KM?t=165 || The Junk Drawer Problem Every Founder Hits
we made all the ads for the launch, right, I don't I didn't need the amount of editors that I had to spin up in order to because like I'm not going to be making 300 ads a week, you know, ongoing. I don't need to. But for the launch, I did and I wasn't going to hire an extra 15 editors full-time because

[3:10] YouTube https://youtu.be/fNPlt_C54KM?t=183 || The Junk Drawer Problem Every Founder Hits
it's just like I don't need that. And so we spun up 15 editors that were contractors who would then just clip and we had one person just did QA on it to make sure that it was good and then we'd ship them. Right. And so if we have something that's like one timeish work where it's sporadic then I'm fine just

[3:27] YouTube https://youtu.be/fNPlt_C54KM?t=200 || The Junk Drawer Problem Every Founder Hits
having a suite or a bench of contractors that I can turn on and off. Sure. As long as they do decent work. We do similar things like with our with our video editors as well, but you know some of the tasks are fairly specialized like I understand. I was just using as an example for editors, but I'm saying like

[3:42] YouTube https://youtu.be/fNPlt_C54KM?t=215 || The Junk Drawer Problem Every Founder Hits
if you have tedious work, like this is where the Fiverrs of the world like can come in handy and worst case you train a contractor or VA on how to do it and then they do it. Yeah. Just like someone that's high level enough in like Shopify work, but we only use them for a few. There's tons of Shopify contractors,

[3:58] YouTube https://youtu.be/fNPlt_C54KM?t=231 || The Junk Drawer Problem Every Founder Hits
like a boatload of them, and they're not that expensive, and some of them are really good. Yeah. I like I would just look at my list. What are the things I'm doing on a regular basis? Can I ship out most of these to a contractor who does a peace meal? Probably. And now you're trading 20 hours for two. And that's just you

[4:13] YouTube https://youtu.be/fNPlt_C54KM?t=246 || The Junk Drawer Problem Every Founder Hits
just keep making that trade until eventually you've managing a ton of people and then it's like great, one person is managing all of these and you just trade all that time for you getting more because hopefully if you're doing that much work then you should have the revenue to support um that role. Have you have you scaled

[4:29] YouTube https://youtu.be/fNPlt_C54KM?t=262 || The Junk Drawer Problem Every Founder Hits
e-commerce like this before? Yeah. Okay. Are you are you just running paid ads? Uh yes. Okay. Do you have influencers who are doing stuff? No influencers who are looking to hire for that, but we we have three or four channels for paid at least. Yeah. I'll say this. How big do you want this to be? Uh, I mean ultimately like the goal is

[4:59] YouTube https://youtu.be/fNPlt_C54KM?t=292 || The Junk Drawer Problem Every Founder Hits
we'd like to have a portfolio of call it four or five brands that we can then exit in a couple years. So I have this conversation every week um with somebody who's doing e-commerce and it's almost always the same like I would like to have a portfolio of a handful of products that I could eventually sell someday.

[5:18] YouTube https://youtu.be/fNPlt_C54KM?t=311 || The Junk Drawer Problem Every Founder Hits
I have really yet to see anyone do that. Um, and it's I think for two reasons. One is that as you continue to scale, your CAC will continue to go up and your gross margins will shrink and that will get frustrating. You will then also have supply chain issues which would become a burden. You also have dupes if you start

[5:38] YouTube https://youtu.be/fNPlt_C54KM?t=331 || The Junk Drawer Problem Every Founder Hits
becoming really good that will undercut you in price and list on Amazon and all that stuff. Um, do you have patent protection like for any of these products? And so like you right now run a media arbitrage business and it works really well up to about 10 million. Okay. and then it will quickly stop working very well. Um, and so I think to

[5:57] YouTube https://youtu.be/fNPlt_C54KM?t=350 || The Junk Drawer Problem Every Founder Hits
your point of like you can see a double, that's probably true. You might even have a triple that's sitting there with a little bit optimization, more email follow-up, blah blah blah blah blah. Um, but you'll you'll probably get close to capping in that neighborhood, 10, maybe 12. Um, and then you're going to be

[6:11] YouTube https://youtu.be/fNPlt_C54KM?t=364 || The Junk Drawer Problem Every Founder Hits
like, well, we're doing a million dollar a month, but we have like almost no margin and our cash flow is Um, and so the what I think you want is that you want to build a brand that has a product that you really believe in that will allow you to recruit affiliates to your cause. When I say affiliates, I mean influencers, not

[6:31] YouTube https://youtu.be/fNPlt_C54KM?t=384 || The Junk Drawer Problem Every Founder Hits
traditional direct response uh affiliates that are just mercenaries, but like people who actually believe in it. Um, and when you do that, you will actually be able to build a brand because fundamentally like any one of the products can be big enough on their own to sell. And so rather than saying like why don't we try and build four

[6:49] YouTube https://youtu.be/fNPlt_C54KM?t=402 || The Junk Drawer Problem Every Founder Hits
totally different products and totally different brands at the same time, it's like why don't we just try to build one that we really like that we think has a chance at actually like really helping people for whatever the problem that the the product solves. Um, that's what will build what I think you

[7:05] YouTube https://youtu.be/fNPlt_C54KM?t=418 || The Junk Drawer Problem Every Founder Hits
want. It's just that most people who come from the direct response world just are pure performance marketers. And I say this being someone who comes from that world. And I had to learn the hard way that you will run into the wall that there's a there's a great article you can read called the direct response doom

[7:20] YouTube https://youtu.be/fNPlt_C54KM?t=433 || The Junk Drawer Problem Every Founder Hits
loop which you might have read. But basically you just do this revenue goes up, margins compressed, margins compressed until you're eventually here and then you have to keep selling in order to maintain your team. And then you just run a very large very high high liability nonprofit and it sucks. and

[7:34] YouTube https://youtu.be/fNPlt_C54KM?t=447 || The Junk Drawer Problem Every Founder Hits
cash flow is a huge constraint and you've got all the supply chain and then you're like this sucks and then you'd have another conversation come back here and be like hey we're doing 12 million with 7% margins and I would say okay of the four products you have which one is the the one that's the the clear

[7:47] YouTube https://youtu.be/fNPlt_C54KM?t=460 || The Junk Drawer Problem Every Founder Hits
winner that's the one that's carrying all the other losers and you'd be like well it's this one and then I'd say okay cool why don't we just get rid of these three and then put all of your effort on this do you think you'd be able to win that way you'd be like oh my god for sure and be like great so like why don't

[7:57] YouTube https://youtu.be/fNPlt_C54KM?t=470 || The Junk Drawer Problem Every Founder Hits
we do that and then actually invest in building the brand yeah around it we we definitely have uh you We're we're paid traffic affiliates, so like we're data people. Like u but so one of the things that I've thought about is like you know our our biggest skew it's good but it's not like it's not that good. Like I know a good

[8:14] YouTube https://youtu.be/fNPlt_C54KM?t=487 || The Junk Drawer Problem Every Founder Hits
campaign when I see it. So like part of the purpose of building out like uh you know our research and funnel teams is like well eventually we're going to find something where the market is just like 10 times better you know. So it's like do we keep chugging along with like the one that's like a six out of 10 or do we

[8:29] YouTube https://youtu.be/fNPlt_C54KM?t=502 || The Junk Drawer Problem Every Founder Hits
find go find the nine and then go all in on that? The skill set that you guys are deficient in is going to be brand and that's what you have to learn how to do and the brand is also completed with the product, right? So like that's what completes the brand loop. Like we make this amazing promise, we have all these great associations.

[8:53] YouTube https://youtu.be/fNPlt_C54KM?t=526 || The Junk Drawer Problem Every Founder Hits
People then make the purchase and then the product either reinforces the brand or destroys the brand. And if it reinforces the brand, then the loop continues and becomes a virtuous cycle. And that's how you go from an e-commerce store that does media arbitrage into a household name that you can sell for not

[9:07] YouTube https://youtu.be/fNPlt_C54KM?t=540 || The Junk Drawer Problem Every Founder Hits
just 50 million, but maybe 500 million. And so it's just that like I have this conversation literally every week. And so I know that you're coming at this from a math perspective. It's just that it will not work at scale. And so I would rather you spend as little as you can on all of these different things to find a product

[9:29] YouTube https://youtu.be/fNPlt_C54KM?t=562 || The Junk Drawer Problem Every Founder Hits
that you guys really think is legit and has some level of defensibility if you can because if you don't have a defensible product the only thing that you have is the brand to differentiate you. Yeah. That's the only differentiator. And so if you're competing because like just played out the next step, right? Like

[9:45] YouTube https://youtu.be/fNPlt_C54KM?t=578 || The Junk Drawer Problem Every Founder Hits
let's say you find your nine out of 10. No one's buying that. Like private equity investor not buying it because they know the game. They buy brands. they don't buy products and so you get your nine out of 10 and then the dupes flood because they see that you're killing it and then they undercut you on

[10:00] YouTube https://youtu.be/fNPlt_C54KM?t=593 || The Junk Drawer Problem Every Founder Hits
all this stuff and then your row goes down and then you leak everything to your competitors. So either you have some sort of patent that you can actually protect and you have a legal team that can enforce it or you build a brand. So like that's the long-term play. The rest of this is just making money until you figure that out.

[10:20] YouTube https://youtu.be/fNPlt_C54KM?t=613 || The Junk Drawer Problem Every Founder Hits
I'm being super real with you. Yeah, I just rather save you a couple years. But like that is where this leads. Okay. I mean, so how do you build a brand? Yeah. Right. Yeah. How do I do that? But um you know, we are working on like the legal defensibility of it. You know, I I didn't mean to say like I would lead with branded in making

[10:39] YouTube https://youtu.be/fNPlt_C54KM?t=632 || The Junk Drawer Problem Every Founder Hits
I would lead with brand rather than legal. Yeah. Because legal, you have to like it's still tough to like it's it's better to be big and then win with legal than try and be small and win with legal because you'll just get drowned in fees and it's it's it's better to just have the coolest brand and have the coolest

[10:55] YouTube https://youtu.be/fNPlt_C54KM?t=648 || The Junk Drawer Problem Every Founder Hits
people promoting the thing and then people just want to buy from you even though they see the cheaper knockoffs. Got it? But that's like that's what you have to do if you really want to go where you want to go. Otherwise, you're just going to be cycling through SKS and you're going to say you have a portfolio and

[11:09] YouTube https://youtu.be/fNPlt_C54KM?t=662 || The Junk Drawer Problem Every Founder Hits
it'll sound impressive to people who don't know what you're talking about. But like margins will do this, cash flow will get and you have co-founders and it'll be like this is so much work. This sucks. I wish we' said one product that we all really believed in that we could like build a business around.

[11:23] YouTube https://youtu.be/fNPlt_C54KM?t=676 || The Junk Drawer Problem Every Founder Hits
Yeah. And that's what you want to do. Cool. Thank you. Yeah. You bet. If you were a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had

[11:40] YouTube https://youtu.be/fNPlt_C54KM?t=693 || The Junk Drawer Problem Every Founder Hits
and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you,

[11:53] YouTube https://youtu.be/fNPlt_C54KM?t=706 || The Junk Drawer Problem Every Founder Hits
what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go

[12:07] YouTube https://youtu.be/fNPlt_C54KM?t=720 || The Junk Drawer Problem Every Founder Hits
to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you

[12:22] YouTube https://youtu.be/fNPlt_C54KM?t=735 || The Junk Drawer Problem Every Founder Hits
out to Vegas and we'll do this in person live.


VIDEO
TITLE: Learn Paid Ads in 30 Minutes!
URL: https://youtu.be/fSbqaTlWaYI
PRIMARY_TOPIC: leads
TOPICS: leads, ads, leads, niche

[0:00] YouTube https://youtu.be/fSbqaTlWaYI?t=0 || Learn Paid Ads in 30 Minutes!
I want to talk about the secrets of scaling paid ads no matter what business level you're at biggest obstacle is just throw ads going down you spend more money 10 million ads very low trust and that's it so I said a bunch of businesses at different sizes ask me questions about their paid ads and I'm going to do my very best to answer them so from you know $10 million a year all the way down to $600,000 a year in terms of size some

[0:24] YouTube https://youtu.be/fSbqaTlWaYI?t=17 || Learn Paid Ads in 30 Minutes!
people are trying to start running paid ads some people are trying to expand or scale their ads and are running into particular issues 650 Dental recruiting how do I start marketing so you currently run ads for job boards where you at raise your hand there you go so you run ads on job board so you already

[0:41] YouTube https://youtu.be/fSbqaTlWaYI?t=34 || Learn Paid Ads in 30 Minutes!
know how to run ads all right this is me trying to break a belief for you so you're already do it you're just doing it on another platform all right so you're doing it in order to get dentists but you're also trying to attract dentists who have clinics I don't think it's you just happen to be on job boards but fundamentally um you can run the I mean dentists are also on meta same thing uh they're probably

[1:04] YouTube https://youtu.be/fSbqaTlWaYI?t=57 || Learn Paid Ads in 30 Minutes!
older more boring I said that with love to dentists uh so I would look yeah Instagram Facebook will probably do really really well for you and just saying hey I have a like tired of taking all these calls yourself like talk to the pain point of that dentist so it's like they don't want to work weekends

[1:19] YouTube https://youtu.be/fSbqaTlWaYI?t=72 || Learn Paid Ads in 30 Minutes!
they don't want to work early hours they don't want to take cases they don't want to take well or they don't want to um they want to eventually retire someday but they don't want to let down all their patients and they don't want to sell us in private Equity because they're going to force them to work for 5 years in servitude and control their lives so these are the pain points right

[1:35] YouTube https://youtu.be/fSbqaTlWaYI?t=88 || Learn Paid Ads in 30 Minutes!
um bless cousins a dentist that's fresh on my mind uh and so these are all the pains that's my hook for the ads and then targeting take your customer list make it look like audience off that list if dentist is in the copy dentist is in the video the AI on Facebook will also notice Ser it to dentist and it'll be pretty straightforward

[1:50] YouTube https://youtu.be/fSbqaTlWaYI?t=103 || Learn Paid Ads in 30 Minutes!
Bingo all right uh 600k acupuncture start okay so if you want to run so this is local right okay so the nice thing is that local business businesses are the easiest business to run ads for okay because trust is Skyhigh and you're like oh they're they don't trust me like try and sell Beauty to you know people on the Internet it's much harder um so all you need to do is run Legion ads so I'm going to give you the simplest strategy

[2:14] YouTube https://youtu.be/fSbqaTlWaYI?t=127 || Learn Paid Ads in 30 Minutes!
for getting this are you guys technically proficient you are okay fantastic I was going to assume you weren't and give you an even easier way um but all you want to do is you can just run lead ads okay for some sort of free thing and you're like I want really high quality people well welcome to cold

[2:29] YouTube https://youtu.be/fSbqaTlWaYI?t=142 || Learn Paid Ads in 30 Minutes!
traffic so uh they won't be but what you will need to create is a sales process that creates qualified customers all right and so when I say creates it's really just filters for good ones just think about it like that it's just like I'm adding filters uh and the more filters you add the more expensive the

[2:44] YouTube https://youtu.be/fSbqaTlWaYI?t=157 || Learn Paid Ads in 30 Minutes!
leads will be if they're good filters and if they're more expensive they'll be good if they're good filters if you add bad filters they'll be more expensive but they won't be better so if I make it $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com really hard for my page to load it adds friction but it's not good friction if I add a vsl so video sales letter to a page it'll create friction but it'll be good friction so I'll increase the

[3:01] YouTube https://youtu.be/fSbqaTlWaYI?t=174 || Learn Paid Ads in 30 Minutes!
quality of the lead by doing that and so with a local business you're going to want to have like in larger National companies this is where brand adding the building trust adding Value First matters in local it matters significantly less it is very offer driven on a local basis because people know what acupuncture is so you can say free thing or $19 thing since you probably your time costs a little bit

[3:25] YouTube https://youtu.be/fSbqaTlWaYI?t=198 || Learn Paid Ads in 30 Minutes!
more than maybe a low skilled labor uh job I'd probably go for the to $999 thing maybe somewhere in there if I had to Bet 19 to 29 would be where I'd start and what you do is you sell people on that they opt in for it thank you page they can purchase it you still call all the leads yourself you close them on the $19 thing to get a card on file when you

[3:48] YouTube https://youtu.be/fSbqaTlWaYI?t=221 || Learn Paid Ads in 30 Minutes!
schedule you'll confirm that appointment and that that card's attached to that person and so then you'll do the treatment that you're going to do and then you're going to sell them the plan afterwards okay now now my preference here would be that you sell before you treat if that doesn't work out for you you can treat first I just prefer to have someone in pain sell them the much longer thing that's going to permanently

[4:12] YouTube https://youtu.be/fSbqaTlWaYI?t=245 || Learn Paid Ads in 30 Minutes!
solve it give them short-term relief afterwards and set their next visit and then on the like when you do your actual sales appointment the nice thing is you already have the card and so you can say awesome so this is this do you want to use the card you have on file great and that's the sale does that make sense

[4:27] YouTube https://youtu.be/fSbqaTlWaYI?t=260 || Learn Paid Ads in 30 Minutes!
okay that's the acupuncture process all right 3 million CrossFit coach business coach uh brand conscious so you guys are doing what kind of cont you guys making oh podcast is the the only thing okay so you guys are doing podcasts and that's it we some longer cont okay got it okay um the business started from the podcast the podcast was first yeah understood uni personalities yeah are

[4:56] YouTube https://youtu.be/fSbqaTlWaYI?t=289 || Learn Paid Ads in 30 Minutes!
you guys um barbell uh Shrugged he was that was yours okay got it yeah yeah okay okay I hear you um I never had a name to a face but I knew the podcast okay so where would I start okay first thing I would do same thing earlier is I would do a retargeting campaign across all platforms and the nice thing is that platforms are not super hard to figure out they're made zillions of dollars to make them easy to click if you already have traffic so you install a pixel for

[5:20] YouTube https://youtu.be/fSbqaTlWaYI?t=313 || Learn Paid Ads in 30 Minutes!
each of the platforms on your page you'll start collecting data from every single visit that's already coming from your podcast you can start retargeting so that's layer one you should probably also earn your PPC terms it'll immediately make money like there's no PPC campaign for your own terms that doesn't make money I haven't seen it ever happen my entire life um so that's

[5:38] YouTube https://youtu.be/fSbqaTlWaYI?t=331 || Learn Paid Ads in 30 Minutes!
number one and two so own your own terms do the retargeting um third thing is you have to come up with something that's really Banger and like super super valuable that you can give away for free um like you've seen my stuff so the the money models books the um the the framework the 11 Frameworks for

[5:53] YouTube https://youtu.be/fSbqaTlWaYI?t=346 || Learn Paid Ads in 30 Minutes!
profitable gyms all that stuff so really put time into it because I think people really skimp on this and that's why people opt in they see it they're like oh this is why would I continue to book with this person right and so they opt in thank you page schedule it still works now the thing is is that you guys

[6:10] YouTube https://youtu.be/fSbqaTlWaYI?t=363 || Learn Paid Ads in 30 Minutes!
do have a brand if you're worried about being brand conscious all you do is just be true to you in the ads and my recommendation is let your clients talk so just let proof do the talking that's how I would approach it um when I look at all the ads that we've done over the years like I said earlier 80% of them are about proof and so as much as we want to think it's all about us like no one cares like Alex had the big gym I

[6:35] YouTube https://youtu.be/fSbqaTlWaYI?t=388 || Learn Paid Ads in 30 Minutes!
still do right the big gym company one I'm not in the ads anymore at all and I wasn't for the last two years and it was because we just focused on the customers because gym owners don't really care about me I mean they care about making money and they're like I'm glad he helped but really they just want to make more and see other people like them that they can say oh this is a good

[6:51] YouTube https://youtu.be/fSbqaTlWaYI?t=404 || Learn Paid Ads in 30 Minutes!
approximation of my gym and so the idea there is you want to create the most compelling proof as possible which is the type of proof would that would be the least likely to be faked so on this extreme you'd have a faceless Anonymous 10-year outdated text based testimonial on this extreme I would have someone walk up on stage who looks just like you owns a CrossFit uh business

[7:14] YouTube https://youtu.be/fSbqaTlWaYI?t=427 || Learn Paid Ads in 30 Minutes!
coaching business and says Alex help me go from 3 million to 30 million you'd be like and I'd be like cool so you'd be like that's a really good approximation really hard to Juke right here live in front of me not recorded in person specific to me and so that's kind of the Continuum when you're showing proof and every approx every every

[7:31] YouTube https://youtu.be/fSbqaTlWaYI?t=444 || Learn Paid Ads in 30 Minutes!
takeaway it's like okay iners is better than um than virtual uh live is better than recorded uh like me is better than doesn't look like me uh the result that I want is better than a result that's close to what I want and so you just look at all of the factors that make something super compelling and when

[7:47] YouTube https://youtu.be/fSbqaTlWaYI?t=460 || Learn Paid Ads in 30 Minutes!
you're looking at your proof kind of think through it that checklist and that'll make more compelling proofs that make more compelling ads that you only lose trust in the marketplace when you say something that isn't true and if you're not saying it and it's their fact of life how can anyone fault you yep 800k vacation rentals B2B so you're trying to get people who have uh

[8:11] YouTube https://youtu.be/fSbqaTlWaYI?t=484 || Learn Paid Ads in 30 Minutes!
properties to list with you so that you can make more money with their properties for them okay so this will be really really easy to advertise because your fundament so do you want people who already okay you don't want the extra room people you want the people who have properties that are being mismanaged we target homeowners who have a secondary home that they only use a couple weeks okay and don't do anything

[8:34] YouTube https://youtu.be/fSbqaTlWaYI?t=507 || Learn Paid Ads in 30 Minutes!
in the meantime exactly okay so um I would start with so my so one I would probably still use meta as my first bet just because the targeting there is going to be easier to figure out um the ads themselves are going to be the same thing lead with pain like I was saying with the dentist is what is the pain of that person which is do you feel like

[8:58] YouTube https://youtu.be/fSbqaTlWaYI?t=531 || Learn Paid Ads in 30 Minutes!
you're wasting money money by having your house sit empty every year as or every month as you keep paying your mortgage on something that doesn't get you a return right it'd be something to that degree you would know the pain better than me but that's what I would imagine the pain would look like um and

[9:15] YouTube https://youtu.be/fSbqaTlWaYI?t=548 || Learn Paid Ads in 30 Minutes!
so what I would then do is I would send probably five case studies of different representative houses and different representative avatars so kind of the point I was making there with the CrossFit gym owners is that in the thing that I want to send is like we're going to give you an estimate in the meantime I'm going to show you 10 representative

[9:32] YouTube https://youtu.be/fSbqaTlWaYI?t=565 || Learn Paid Ads in 30 Minutes!
types of homes that you can probably find one that's close to yours so you can have some reasonable expectation of what you could potentially earn switching to shortterm in the meantime and at the bottom I have the commonly asked questions which is are these people going to trash my place what are you know what's my security going to look like uh how what if they don't

[9:49] YouTube https://youtu.be/fSbqaTlWaYI?t=582 || Learn Paid Ads in 30 Minutes!
leave uh cleaning blah blah blah like all the questions that are going to be there and I answered that in the bottom there because we already solved this we do this with this many homes proof um and so we've been doing this for this long more proove and so if you'd like we can give you an estimation of what we think based on your neighborhood your zip code and we can personalize our

[10:04] YouTube https://youtu.be/fSbqaTlWaYI?t=597 || Learn Paid Ads in 30 Minutes!
process to you great okay that's the ad uh and the case study that you give them so free download thank you page scheduler very simple if you want you can add an application if you get too many app if you get too many opt-ins that aren't qualified you can add more friction so just for everyone it's like what's the perfect funnel if you get too

[10:20] YouTube https://youtu.be/fSbqaTlWaYI?t=613 || Learn Paid Ads in 30 Minutes!
many that are bad add friction if you don't get enough remove friction and if you have almost no friction and there's still bad leads the targeting is off okay uh 2 million Beauty 4.6 Riz meta okay you guys are in Columbia you're shutting down the other two countries that aren't working as well you're set

[10:36] YouTube https://youtu.be/fSbqaTlWaYI?t=629 || Learn Paid Ads in 30 Minutes!
you're 30 the 30% you're at 4.6 why aren't you scaling is the question so the question like what is the actual question here we really want to scale like five the next the revenue okay and we want to increase our o okay so how would you like uh plan the strategy to do that we're currently making like 100% only in meta ads great maybe Test new creatives

[11:02] YouTube https://youtu.be/fSbqaTlWaYI?t=655 || Learn Paid Ads in 30 Minutes!
new platforms but how would you the strategy the team to do that the content creation MH because that's like a new level that we're not yeah so two ways that you can scale the row at so one is spend more obviously so I'm not even including that but in terms of improving your row as itself it means you either have to drive down CAC or increase uh LTV right or average average car value so in terms of driving now CAC what I

[11:27] YouTube https://youtu.be/fSbqaTlWaYI?t=680 || Learn Paid Ads in 30 Minutes!
would do is I would look at the top you probably run a th000 ads over the last year look at the top 10% or 5% of ads look at the first 3 seconds of each of those ads and see if you can model those three seconds with all of the remaining ads that you have you can even slice that first three seconds off of the best winners and past it on to another 100 plus ads so that'll get you 10 50 times more ad creative per good winner that

[11:52] YouTube https://youtu.be/fSbqaTlWaYI?t=705 || Learn Paid Ads in 30 Minutes!
you get so you can squeeze more out of it so that's from the creative strategy to drive down ad cost from the uh LTV 12 minutes perspective um are you guys selling are you guys selling subscriptions or you just selling we sell like devices and also Cosmetics so we have an IPL remal device we have led mask we have led like devices uh we also you sell bundles compl there are Cosmetics to those

[12:17] YouTube https://youtu.be/fSbqaTlWaYI?t=730 || Learn Paid Ads in 30 Minutes!
devices okay and you sell so you sell the devices and then the recurring goal is that people buy the uh order devices because those are almost like a one time purchase only yeah that's what I'm saying so they one time purchase on the devices but the uh gels or lotions and Potions go to on a recurring basis right I mean that's not our main focus because

[12:39] YouTube https://youtu.be/fSbqaTlWaYI?t=752 || Learn Paid Ads in 30 Minutes!
they like low ticket yeah I got you the nice thing is that when it's low ticket when someone buys a high ticket the likel they buy the low ticket thing if you bundle it up is pretty high so if someone buys $1,000 I know what's the cost like $80 that a high ticket for that's fine okay so if you have an $80

[12:55] YouTube https://youtu.be/fSbqaTlWaYI?t=768 || Learn Paid Ads in 30 Minutes!
thing then you could still sell a $40 annual for 12 packs of the creams or whatever that go with it you just need to sell a whole bundle of that because think about it from the consumer if I'm buying it's because I believe that I'm going to do this and if I am going to do it then I might as well get the savings

[13:12] YouTube https://youtu.be/fSbqaTlWaYI?t=785 || Learn Paid Ads in 30 Minutes!
on the stuff that goes with it like if I buy a printer and someone says Hey buy a Year's worth of Inc and you in the m in the moment you're like well I am going to print stuff that's why I'm buying it then and not everyone's going to take it but if 30% of people take it you add 12 bucks to your to your uh ACV and right

[13:28] YouTube https://youtu.be/fSbqaTlWaYI?t=801 || Learn Paid Ads in 30 Minutes!
there you've got whatever that is 15% um that you add so that's one thing um in ter do you have payment plans and financing set up uh yeah okay so that's good um the big thing with I mean I would still I would lean harder on that thing that I'm talking about with the the CP like think about the other think

[13:44] YouTube https://youtu.be/fSbqaTlWaYI?t=817 || Learn Paid Ads in 30 Minutes!
about the other things that someone who purchases this uh machine is going to want to buy and still offer it like there's no point and then just think about doing it in bundles rather than one-offs because one-offs aren't going to make a difference but bundling for the the year will'll multiply this with any of those small knickknacks buy a lot

[14:01] YouTube https://youtu.be/fSbqaTlWaYI?t=834 || Learn Paid Ads in 30 Minutes!
so you might even be able to double for like the max cart might be able to you know double how much someone spends um and you'll feel those pops so I think between those two things but I think as a quick word of advice um you guys are in the beauty director consumer business you are a marketing company and so

[14:17] YouTube https://youtu.be/fSbqaTlWaYI?t=850 || Learn Paid Ads in 30 Minutes!
doubling down on Creative as a discipline is what's going to separate you from like if you want to get to 20 million a year it's going to be you doing 10 times or 50 times more cre cretive in terms of what you're putting out for output and so that means being having a better system for both capturing ugc and then repurposing ugc and so for us for context we spend 80% of our resources taking winners and just

[14:42] YouTube https://youtu.be/fSbqaTlWaYI?t=875 || Learn Paid Ads in 30 Minutes!
reskinning them 80% and so you're getting all these new ads but the the real money is okay I have this one winner and um I had I'll give you a story I had an ad that we called the kale ad so kale is our our GM right and he made this ad before he was the GM and it was this beautiful this perfect testimonial and he couldn't have planned it any better he had like the gym behind

[15:04] YouTube https://youtu.be/fSbqaTlWaYI?t=897 || Learn Paid Ads in 30 Minutes!
him he had his wife with him he was like we were two months from shutting our doors you can see the gym full he's like and within four months it was completely full 18 months I had it you know six months I had it completely outsourced by 18 months I sold the whole gym and I was losing money and I was working a full-time job just to pay the bills at the gym and you know this many months

[15:21] YouTube https://youtu.be/fSbqaTlWaYI?t=914 || Learn Paid Ads in 30 Minutes!
later it was all great right now when we had that ad I made about a hundred versions of that ad so I made a black and white version I did a sepia filter version I reordered the back end um we swapped out hooks I put different headlines I put different subheads I changed the fonts I did I ran it with

[15:39] YouTube https://youtu.be/fSbqaTlWaYI?t=932 || Learn Paid Ads in 30 Minutes!
different ad copy I will use and abuse it until it doesn't work at all and so when you have your winners you usually just need to run them way longer way harder in a lot of different variations so you can squeeze way more out of it feel good cool all right uh 1.8 Private Practice 16 minutes okay so the question what was the question on this you want to scale it oh the the lead ma okay yes so right now

[16:07] YouTube https://youtu.be/fSbqaTlWaYI?t=960 || Learn Paid Ads in 30 Minutes!
you've ran your ads to application so opt-in application and that didn't work and then you go freebies to book a call and that's not working because your call team sucks we running freebie to get people inside Facebook group okay and then having a trying to set the calls from the group okay we're have a lot of

[16:29] YouTube https://youtu.be/fSbqaTlWaYI?t=982 || Learn Paid Ads in 30 Minutes!
capacity for the to set more calls to more sales so we wanted to do something that was more directly to book callip the process sure time so it works it's just expensive um okay so I'll give you what I know from group funnels that run on school all the time and so there's four conversion processes from a group so one is that you add a free onboarding call to the free group so every single person that gets added to the group gets an odd Morning Call as a bonus for joining the

[17:01] YouTube https://youtu.be/fSbqaTlWaYI?t=1014 || Learn Paid Ads in 30 Minutes!
group on the odd morning call you then clarify where they there label no problem over their past experiences oh I think you might be a good fit can I tell you about it Grant okay cool then you sell them into the into the other thing um the second way is that you put uh five video series inside of the group that functions as a vssl but just broken

[17:17] YouTube https://youtu.be/fSbqaTlWaYI?t=1030 || Learn Paid Ads in 30 Minutes!
up and so you introduce the opportunity your core Story the big idea and then you do three stories which are going to be their biggest belief breaking points so big issue one big issue two big issue three which is typically Universe other people in self and break down all three of those and then on the end you'll make your call to action which is the fifth

[17:32] YouTube https://youtu.be/fSbqaTlWaYI?t=1045 || Learn Paid Ads in 30 Minutes!
video which is a little bit of Stack a little bit of Sizzle and you make the CTA the third one is that inside of that group you'll do a weekly webinar where you provide value for the majority of the webinar and you soft toss the CTA your sales guys and sets are on that webinar anybody who chats in there they can pull off if somebody's like oh man I

[17:47] YouTube https://youtu.be/fSbqaTlWaYI?t=1060 || Learn Paid Ads in 30 Minutes!
got this question oh that was so valuable they immediately DM them and pull them off the call and then they can set them right there the fourth way is that anybody who engages on recordings or posts inside the group grou likes comments or makes a post the DM Setters go in and then set the call so it's four different ways that you can set from the group and if you're driving all your traffic there and it is working you just probably need to train your Setters

[18:09] YouTube https://youtu.be/fSbqaTlWaYI?t=1082 || Learn Paid Ads in 30 Minutes!
better and maybe have more of them yep all right uh 1.2 million VA so you want to start running ads for your VA business to get business owners yes sir okay what type of va so it's a virtual assistant either primary secondary United States we can do estimates credit cards calls for service based companies estim so like Home

[18:39] YouTube https://youtu.be/fSbqaTlWaYI?t=1112 || Learn Paid Ads in 30 Minutes!
Services okay so you're looking for service business owners like ruing right to hire vas to do some of the leg work for their team okay so the good news is that Home Services is pretty easy to Target um with ads I would probably also start on meta there um just cuz meta targeting really is probably the easiest Tik Tok is pretty good targeting too it's getting much much much better but I

[19:04] YouTube https://youtu.be/fSbqaTlWaYI?t=1137 || Learn Paid Ads in 30 Minutes!
would start with meta so Facebook and Instagram um and again the the funnels here are just really valuable thing for how many how many clients do you have okay you have 70 clients and so what I would want to do is show how much money they save and how much more profit they make per roofer and I would just literally explain it a lot of people won't know so be like the average roofer or the average home service person who has

[19:28] YouTube https://youtu.be/fSbqaTlWaYI?t=1161 || Learn Paid Ads in 30 Minutes!
Tradesmen who are going out are spending this much per hour to have the person do that do estimates do card checks do whatever the three main things that you do and that means that per person it's costing you $25,000 a year in labor all right now the thing is is that for $500 a month we can replace this so take

[19:45] YouTube https://youtu.be/fSbqaTlWaYI?t=1178 || Learn Paid Ads in 30 Minutes!
25,000 and instead pay six per year so you get the spread you get $199,000 back per person and so if You' like to see how we can help you implement this we will guarantee this result um and by day 90 if you haven't made at least five times the money that we've done we'll give you the rest of the year of the vas

[20:01] YouTube https://youtu.be/fSbqaTlWaYI?t=1194 || Learn Paid Ads in 30 Minutes!
for free that would be my offer the actual creative would be you breaking down the process and what you want to do is have $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com some sort of visual proof that's like this is what JN did and JN made this much you know saved this much money here's Stu and Stu saved this much and just say the size of the business so

[20:18] YouTube https://youtu.be/fSbqaTlWaYI?t=1211 || Learn Paid Ads in 30 Minutes!
he's doing about $10 million a year he's got 20 guys and this is what he was able to save so if these numbers sound at least interesting to you we'd be happy to hop on a call if you have a two call close you can say you can leave your credit card home it's just to make sure it's a fit for us as much as it fit for you we only take roofers above a certain size so if you are smaller don't worry

[20:35] YouTube https://youtu.be/fSbqaTlWaYI?t=1228 || Learn Paid Ads in 30 Minutes!
we'll send you with some resources that can help you out for free but if you are above a size we might be able to help you out and either way it would be another call for us to close so you can relax it's not a sales call cool so add with that kind of copy and messaging and then freebie thing that will also be a

[20:51] YouTube https://youtu.be/fSbqaTlWaYI?t=1244 || Learn Paid Ads in 30 Minutes!
longer version of that with maybe some writing that gives some graphs and some visuals or whatever and then you can have the thank you page scheduler uh for them to book a call still outbound dial all the people you have some vas I'm sure they can do that call all the leads that opt in no matter what and the nice thing with that is that if your vas are

[21:07] YouTube https://youtu.be/fSbqaTlWaYI?t=1260 || Learn Paid Ads in 30 Minutes!
good then they can be like I'm a VA I could be doing this for you that would be my script okay yep do you have an email list yeah so if you have an email list of over a thousand I'm assume you do um you can take that list and then put a look like audience and start there as you're targeting cuz that be the issue for you in the beginning yep and make

[21:31] YouTube https://youtu.be/fSbqaTlWaYI?t=1284 || Learn Paid Ads in 30 Minutes!
that the headline like home service providers okay uh 1.2 million in solar what now 7 plus row as things are working I'm going to tell you where are you I'm going to tell you to spend more all right so what's the problem expanding like do I continue creating and tting ads or 8020 % the budget testing 80% yeah so Google already really

[22:03] YouTube https://youtu.be/fSbqaTlWaYI?t=1316 || Learn Paid Ads in 30 Minutes!
experimented with this so the the technical one is the better one is 70210 so 70% is doing the main thing so just the one ad that you have 20% is adjacent to that so as many different ways as you can think of you know versions of it that's not that at so everything that I see as permutations of that I see as the 70 adjacent to that similar in style is

[22:25] YouTube https://youtu.be/fSbqaTlWaYI?t=1338 || Learn Paid Ads in 30 Minutes!
the 20 10 is just wild ass ideas of maybe this would would work and so that's how you allocate resources and I'm being super real so if you spend a whole day making ads so you spend eight hours that means you're going to do 1 hour 45 minutes on your one idea and then you're going to spend two plus hours on adjacent ideas and then the

[22:42] YouTube https://youtu.be/fSbqaTlWaYI?t=1355 || Learn Paid Ads in 30 Minutes!
entire rest of the day is on how many different ways can I make the same ad per and that's how you allocate time it's the same way we allocate time when we make ads we look up all the top winners we start with all those we hammer out all that stuff because that's our real work that's the bread and butter then we move one that way I said it in reverse in terms of order for the day but fundamentally I want to get the 70 done first the 20 done second and if

[23:05] YouTube https://youtu.be/fSbqaTlWaYI?t=1378 || Learn Paid Ads in 30 Minutes!
I've got time and I'm feeling energy I'll do the third all right so $1.2 million in Assisted Living Facebook and YouTube they're getting 20 to1 row as the thing that you guys should do is spend more money because you have eight spots left in your assisted living and you're getting 20 to1 and you should be okay with doing that as long as you have capacity if you know what your rate of filling people up is then you can dial the spend so that

[23:29] YouTube https://youtu.be/fSbqaTlWaYI?t=1402 || Learn Paid Ads in 30 Minutes!
you can keep it so it's smooth now if you're losing money every month that those things aren't full then I would crank it and then turn it off if you want the weight list thing I would know that I only need three people or four people on the weit list that they have to pay in order to be on the weit list otherwise it's not a weit list it's just

[23:45] YouTube https://youtu.be/fSbqaTlWaYI?t=1418 || Learn Paid Ads in 30 Minutes!
like telling someone to go away and then assuming they're going to you know care about you when they when you call back even though they've already solved the problem uh because they're probably in a market and want to you move within a certain number of months CU someone's in pain when I say pain it's a pain in the ass to deal with somebody who's you know you're trying to put into that and so

[24:02] YouTube https://youtu.be/fSbqaTlWaYI?t=1435 || Learn Paid Ads in 30 Minutes!
that is what I would do if I were in your particular situation and I would go get investors so you can open up more locations faster check all right ding ding ding all right so $10 million Executive Health the running YouTube ads are getting 10 to one these guys are spending $1,000 a month to make $10,000

[24:18] YouTube https://youtu.be/fSbqaTlWaYI?t=1451 || Learn Paid Ads in 30 Minutes!
back even though they're doing a million-ish a month on their main business so that means 1% of their revenue comes from their YouTube ads and the question is how do we scale the main problem is compliance and so they're in a health space and so a lot of the issues in health sometimes wealth even relationship stuff is the

[24:35] YouTube https://youtu.be/fSbqaTlWaYI?t=1468 || Learn Paid Ads in 30 Minutes!
claims that you make and being able to support them and so number one is there are firms that specialize in compliance Audits and so I go like if we have an issue like one of our it happens all the time right ads get shut down because there's all these different automated things even if you're doing nothing wrong so you go to these firms and

[24:51] YouTube https://youtu.be/fSbqaTlWaYI?t=1484 || Learn Paid Ads in 30 Minutes!
usually just ask them what their approval rating is uh post compliance usually it's 90% Plus for the good ones it doesn't cost that much it's like five or six grand and they'll go through the 25 minutes audit all the sites the audit all the the videos and collateral that you use so that then you can resubmit and they usually have some sort of in internal

[25:08] YouTube https://youtu.be/fSbqaTlWaYI?t=1501 || Learn Paid Ads in 30 Minutes!
Google kind of back door where they say hey we will make sure these people are compliant they relationship with Google and uh they can make sure that you get pushed through so usually un as long as you're not doing anything completely racy which I'm guessing you're not um you should be fine great $10 million

[25:23] YouTube https://youtu.be/fSbqaTlWaYI?t=1516 || Learn Paid Ads in 30 Minutes!
Roofing PPC so you want to expand so you're spending $30,000 a month which row as 71 okay 71 row as $10 million a month Roofing doing PPC wants to expand and you're in a local market okay so if you're trying to expand there first campaign I would run would be a retargeting across all platforms so I would be retargeting on gdn so Google Display Network I'd be retargeting on

[25:48] YouTube https://youtu.be/fSbqaTlWaYI?t=1541 || Learn Paid Ads in 30 Minutes!
Instagram i' retar on Facebook um I'd be retargeting on YouTube anyone who's done a site visit that'll be the first and easiest Riz that you can get because you've already paid for it so consider that like the shadow funnel which is whenever you blow traffic through anything you should always have Global retargeting across all platforms because

[26:04] YouTube https://youtu.be/fSbqaTlWaYI?t=1557 || Learn Paid Ads in 30 Minutes!
then you can scoop up everything else and it almost always is positive roas so number one um number two if I had to pick another um platform I would actually do meta um because obviously PPC have super high intent so the lead quality is going be lower on meta because it's Interruption based marketing rather than tent based marketing um because people aren't looking for it when they're scrolling on Facebook but a lot of older people are

[26:28] YouTube https://youtu.be/fSbqaTlWaYI?t=1581 || Learn Paid Ads in 30 Minutes!
on meta so Facebook especially but Instagram too Instagram's got the whole the whole gamut right and so people who have roofs uh to fix and so I actually think it'll be fine that Facebook's aging up a little bit for you to run ads there and since the average ticket's so high in Roofing um you'll probably good

[26:44] YouTube https://youtu.be/fSbqaTlWaYI?t=1597 || Learn Paid Ads in 30 Minutes!
in terms of the funnel um typically like free audits or some sort of free thing is good enough um and you can talk to them about savings that they're going to make if they fix the roof uh in terms of heating cooling all the other Jazz that you guys do um and you can basically do that for free you can send someone out

[27:00] YouTube https://youtu.be/fSbqaTlWaYI?t=1613 || Learn Paid Ads in 30 Minutes!
27 minutes you can do it virtually and then probably two call close so set close after the freebie freebie is the first page call thing is the second page call all people who opt in for the freebie to confirm the call that they did and if they didn't book set the call and then close on the call that's actually booked so if they book for Wednesday call them anyway today confirm qualify if you

[27:24] YouTube https://youtu.be/fSbqaTlWaYI?t=1637 || Learn Paid Ads in 30 Minutes!
don't have time to set it well you will have time cuz you're setting it set it and then close on the appointment on Wednesday so it can speed up the sales cycle great real estate long-term rentals investment interesting stuff um so rowes is down trust is down unsurprising um and so the question that

[27:49] YouTube https://youtu.be/fSbqaTlWaYI?t=1662 || Learn Paid Ads in 30 Minutes!
you have is how do you increase Ro and build trust for this client so um there's two ways that I can think of so one is making content long term is what adds is what grows the organic audience it's what allows a lot of people here to even have the business they have and you'd be surprised it is slower but over time it does compound and it becomes a pretty big stream and if you know how to run ads and you can make content that's

[28:12] YouTube https://youtu.be/fSbqaTlWaYI?t=1685 || Learn Paid Ads in 30 Minutes!
what makes you a weapon because it's like it's crazy when you can do both second thing um focus more on proof not on promise everyone makes promises very people have proof so proof so if you think about this this is a little little sound bite for you your promise is not unique your proof is everyone in the marketplace promises the same thing the question is whether they can back it up and that is unique to you

[28:37] YouTube https://youtu.be/fSbqaTlWaYI?t=1710 || Learn Paid Ads in 30 Minutes!
and so if you want to have a more unique place in the mark in the market have more proof not a different promise fundamentally like all gym owners want to make more money most business owners want to make more money or they want to save time or they want to save headache or whatever it is like the promises aren't going to be that different the thing that will differentiate you will be the mechanism how believable it is

[28:54] YouTube https://youtu.be/fSbqaTlWaYI?t=1727 || Learn Paid Ads in 30 Minutes!
which will be a function of the proof and the the way that you're describing it if you're like oh we have this brand new personal training model where you do six personal training sessions up front and then you get them into this and look at the economics behind it people stay way longer it's like oh that's a unique mechanism and it's like okay that sounds like it's different than what I did but

[29:09] YouTube https://youtu.be/fSbqaTlWaYI?t=1742 || Learn Paid Ads in 30 Minutes!
how do I know it works cool here's a hundred stories of people who were in your exact position that made it work right so proof is going to be the main thing now the other way that you can build trust um beyond the proof is you I think group funnels right now work really really well I I think that they're going to I mean the reason I

[29:26] YouTube https://youtu.be/fSbqaTlWaYI?t=1759 || Learn Paid Ads in 30 Minutes!
invest in school because I think that um but group funnels are like routinely getting people from like $250 calls to like $40 calls and I'm seeing this like over and over again across Industries and so the way that these funnels work I already talked about the conversion mechanisms earlier but you use the free

[29:41] YouTube https://youtu.be/fSbqaTlWaYI?t=1774 || Learn Paid Ads in 30 Minutes!
group as a lead magnet so that becomes the lead magnet and the nice thing is that it it functions basically like an email list with long-term nurture but it's way more engaging than an email list is um and so people who use the group funnels uh right now just to give you a metric to this also for you for the groups it's 10% so the guys who do

[29:58] YouTube https://youtu.be/fSbqaTlWaYI?t=1791 || Learn Paid Ads in 30 Minutes!
do a good job convert 10% of people who opt in uh to the group into their their next level thing and so most people are able to close 30 to 50% of calls they get on and so you can Target getting on call with onethird of the people who opt in for the group and closing between 30 and 50% so if you get on call with 30% and you close a third you get 10% of the group depending obviously there's some

[30:22] YouTube https://youtu.be/fSbqaTlWaYI?t=1815 || Learn Paid Ads in 30 Minutes!
Flex on skill there um but that's kind of just some benchmarks that you can that you can look at but those the three things so add more proof make more content consider a group funnel boom all right thank


VIDEO
TITLE: Stop Worrying About Your Niche Being Too Small
URL: https://youtu.be/iEEJ3aVtaFs
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/iEEJ3aVtaFs?t=0 || Stop Worrying About Your Niche Being Too Small
I sell online coaching, training, nutrition to physique athletes primarily is our market. Physique. Yeah. Um topline revenue of the team this year was 900 900,000. Uh we're kind of projected to hit 1.1 this year based on monthly revenue targets. Um I'd like to be at 10. Um and two concerns. One primary constraint is like lead flow,

[0:23] YouTube https://youtu.be/iEEJ3aVtaFs?t=16 || Stop Worrying About Your Niche Being Too Small
like the amount of leads that we're generating in that market. secondary that I think is part of the stopping me is concerns on the vertical in that market. Um because bodybuilders are not the richest people in the world. Um but it's what our reputation is known for. Like we have J3 University which is our

[0:42] YouTube https://youtu.be/iEEJ3aVtaFs?t=35 || Stop Worrying About Your Niche Being Too Small
coursework university side that's built that reputation. Um and so that's like the two main issues that I see. Now all of our lead genen has been organic. We have no paid ads currently. So that's kind of like our next step in lead genen potentially. Um content creation is daily. Um so that's on my personal account

[1:00] YouTube https://youtu.be/iEEJ3aVtaFs?t=53 || Stop Worrying About Your Niche Being Too Small
on Instagram, uh Instagram and YouTube. Okay. Yeah. So lead genen is my primary problem. So direction on like paid ads with that is is helpful. We do paid ads for the university um which does great. But that and then thoughts on the vertical within like the physique sport market. Well, I think that being, you know, working with

[1:20] YouTube https://youtu.be/iEEJ3aVtaFs?t=73 || Stop Worrying About Your Niche Being Too Small
physique athletes is kind of one of those aspirational things I was talking about earlier. Like if you market to the top end of the market, I'm sure you get people who inquire who are not physique athletes but just aspire to be. We do. Do you take those as customers? We do. Then I don't think there's any issue

[1:32] YouTube https://youtu.be/iEEJ3aVtaFs?t=85 || Stop Worrying About Your Niche Being Too Small
with you kind of branding and positioning in that way. Okay. Um because you'll again you'll scoop up the people who are underneath the market. You just won't scoop up the people who are above it. Okay. And so you being already anchored at the top is a good thing. So you think about like the branding that's associated with

[1:46] YouTube https://youtu.be/iEEJ3aVtaFs?t=99 || Stop Worrying About Your Niche Being Too Small
like Northace, like they're not showing, you know, a mom walking from the Range Rover from the car to the door. What they're showing is a guy on the top of Everest because that mom will think, well, if it keeps him warm there, I'm sure it'll keep me warm from the from the car door to the house, right? The Range Rover shows you, you

[2:02] YouTube https://youtu.be/iEEJ3aVtaFs?t=115 || Stop Worrying About Your Niche Being Too Small
know, going up a mountain, you know, and doing whatever they do with those cars, but the person who buys it, it's like, well, it'll probably be okay if it snows, right? And so having an aspirational anchor, right, um, still makes sense. We have a portfolio, right? But then we do this. And so people who aren't

[2:18] YouTube https://youtu.be/iEEJ3aVtaFs?t=131 || Stop Worrying About Your Niche Being Too Small
necessarily portfolio ready can still get benefit from the business. Okay. Yeah. Cuz my main concern is like I'm no longer in the competitive space. Like I just run the business. So that story doesn't matter at all. 0%. When I ran Gym Launch, I owned zero gyms. That's fair. Yeah, that's fair. Um, and

[2:37] YouTube https://youtu.be/iEEJ3aVtaFs?t=150 || Stop Worrying About Your Niche Being Too Small
so they just care about what you can do for them. Then on the ad side of the creatives, like we have had some trouble in the past with like showing physiques um as far as like ads on the university side. Um and so my goal was to primarily get into storytelling of like that journey to accomplishment. Is that kind

[2:52] YouTube https://youtu.be/iEEJ3aVtaFs?t=165 || Stop Worrying About Your Niche Being Too Small
of the direction you would head with ads? And would it be combo me and UGC or would it be predominantly me at the start and then if I'm like the face of the business? Well, I mean I think UGC for sure would be great. Yeah. um which you can build that loop into any business which I think I highly encourage every business to have. I made

[3:10] YouTube https://youtu.be/iEEJ3aVtaFs?t=183 || Stop Worrying About Your Niche Being Too Small
a video about this but basically I try to as quickly as possible build a loop in every business where we advertise like there's a onetime input from me to advertise. The advertising gets us customers. The customers get us testimonials and reviews. Those testimonials and reviews spin the wheel of advertising so that that first-time

[3:26] YouTube https://youtu.be/iEEJ3aVtaFs?t=199 || Stop Worrying About Your Niche Being Too Small
effort only comes once for me and then from that point going forward it's a self-licking ice cream cone. And so as long as you have a cadence or an incentive for people to um make you advertisements or testimonials and the amount of testimonials you get surpasses the amount of ad creative you need in

[3:41] YouTube https://youtu.be/iEEJ3aVtaFs?t=214 || Stop Worrying About Your Niche Being Too Small
order to get new business then that business becomes self- sustaining from an advertising perspective. So for me always my goal the differentiation is we have some circular marketing that happens. So like ads on the university drives people to the university and then the university converts it into the coaching business.

[3:55] YouTube https://youtu.be/iEEJ3aVtaFs?t=228 || Stop Worrying About Your Niche Being Too Small
And so like the ad side on the coaching business should be pam predominantly UGC. I think that you might So this is actually a really interesting fun one which I know will apply to more than just you. So I had a lady 6 months ago who had a um she helped hair stylists learn how to put extensions in. So it's

[4:16] YouTube https://youtu.be/iEEJ3aVtaFs?t=249 || Stop Worrying About Your Niche Being Too Small
like how to do hair stuff. Yeah. And then she also had a business coaching thing for how to once you have know how to do extensions, how to run a better extension business. Mh. And so she was like, "Well, I'm advertising both of them. What should I do? Should I is it two businesses?" Blah blah blah. And so I was like, "Okay,

[4:31] YouTube https://youtu.be/iEEJ3aVtaFs?t=264 || Stop Worrying About Your Niche Being Too Small
what's LDB to CAC?" And so it was 13 to1 on the business coaching side and it was 37 to1 on the teaching women how to do the hair thing. Yeah. And so the issue wasn't that she had two businesses. She had a front end and back end that she didn't realize was a front end and back end. And so I was like, "Okay, turn off your

[4:48] YouTube https://youtu.be/iEEJ3aVtaFs?t=281 || Stop Worrying About Your Niche Being Too Small
ads for the 13 to1. turn on the ads to 37 to1 that has a 20 times bigger TAM that brings everyone in and then all your focus goes on ascending customers from the profitable acquisition into the higher higher level back end that we already know not all customers are going to be a fit for and that's okay and so

[5:06] YouTube https://youtu.be/iEEJ3aVtaFs?t=299 || Stop Worrying About Your Niche Being Too Small
you said that the ads are working fine on the education side so I would say cool the issue that you probably have is you need to have a more choreographed ascension process from education into service okay and then that becomes the business which we're working on it's not where it needs to be 100%. But as soon as you have that fixed, the

[5:24] YouTube https://youtu.be/iEEJ3aVtaFs?t=317 || Stop Worrying About Your Niche Being Too Small
results that you're getting on your current business for the education side, which are already doing well, will just do like three times better because now you can actually have a blended LTV off of the single cost to a car customer. Yeah. And we keep them pretty separate cuz there's different owners in

[5:38] YouTube https://youtu.be/iEEJ3aVtaFs?t=331 || Stop Worrying About Your Niche Being Too Small
university business that aren't in the coaching business. That's just complicated. It's messy. But it it's I I run the coaching business, so like I'm predominantly the one running it. Well, then you have to just treat it like an affiliate relationship. that's arms length and then you just give them some sort of kickback and as long as

[5:52] YouTube https://youtu.be/iEEJ3aVtaFs?t=345 || Stop Worrying About Your Niche Being Too Small
because then at that point you have free customers and the only cost is whatever kickback you give. Okay, perfect. Thank you. Yeah. 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

[6:06] YouTube https://youtu.be/iEEJ3aVtaFs?t=359 || Stop Worrying About Your Niche Being Too Small
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: The Lead Magnet That Will Sell Your Mentorship Program
URL: https://youtu.be/ibjJFr_iZ2w
PRIMARY_TOPIC: leads
TOPICS: leads, ads, leads, niche

[0:00] YouTube https://youtu.be/ibjJFr_iZ2w?t=0 || The Lead Magnet That Will Sell Your Mentorship Program
I'm a worship leader and I'm launching a mentorship program focusing on the development of vocal skills, stage presence, and leadership. Since social media prohibits targeting religious demographics of any kind, how would you go about running ads to reach my target audience? Oh, dude, don't even worry about that.

[0:16] YouTube https://youtu.be/ibjJFr_iZ2w?t=9 || The Lead Magnet That Will Sell Your Mentorship Program
Like, the messaging will take care of all that. Like, I think select like it won't let you select for something, but I'll just like let me just be abundantly real here. If you have a chick in the ad, you'll get more chicks. If you've got a black dude in the ads, you'll get more black dudes. If you got old guy,

[0:32] YouTube https://youtu.be/ibjJFr_iZ2w?t=25 || The Lead Magnet That Will Sell Your Mentorship Program
you'll get more old guys. If you if you talk about Christian stuff with a crossbind, you'll get more Christian people. So, just make sure that your message matches the prospect that you're trying to reach. And ideally, some of the other things you have. So, background, imagery, uh props that you use, what you're wearing, uh if you do

[0:50] YouTube https://youtu.be/ibjJFr_iZ2w?t=43 || The Lead Magnet That Will Sell Your Mentorship Program
if you run your ad, by the way, like let me just tell you how I do. If I were you, I would have a camera and I would be on stage at my congregation and I'd be like, "Hey guys, I need 30 seconds of y'all's attention." And if you want to help me like spread this, you know, ministry of helping, you know, young

[1:06] YouTube https://youtu.be/ibjJFr_iZ2w?t=59 || The Lead Magnet That Will Sell Your Mentorship Program
people find their voice, um, I'm going to make an ad. Hopefully, you know, don't make fun of me. And then you say, "Hey, my name's Oh, sorry. What was his name? I'm sorry. No, I'm messing up. I deleted the question." All right. My name's X, right? My name's X and I'm here. And he showed the community. Like,

[1:22] YouTube https://youtu.be/ibjJFr_iZ2w?t=75 || The Lead Magnet That Will Sell Your Mentorship Program
woo. It's like, but you know what? It wasn't always like this. I had to practice for hours and hours and hours to get really good. And the nice thing is is I now train the other people at our church. And so, learning how to communicate has been something that's changed my life, can change yours. And

[1:34] YouTube https://youtu.be/ibjJFr_iZ2w?t=87 || The Lead Magnet That Will Sell Your Mentorship Program
the good news is it doesn't take as long as you think. And so, I just put this lead magnet together of six things that you can do just right before you get on stage so that you can be more likely to succeed. And if you want me to help you personalize this stuff, give you feedback and do that. You should join my

[1:47] YouTube https://youtu.be/ibjJFr_iZ2w?t=100 || The Lead Magnet That Will Sell Your Mentorship Program
school community. I hold calls every week and I'll help you review your videos so that you get better faster and you can have the life of your dreams. Right? That that's the idea.


VIDEO
TITLE: Helping a $5M Coaching Business Build an Affiliate Program
URL: https://youtu.be/jBfIY0nTBqc
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/jBfIY0nTBqc?t=0 || Helping a $5M Coaching Business Build an Affiliate Program
I am in the business of helping people uh transition into tech. I have a boot camp, a tech boot camp and um my CAC is around 1,200. Uh the price of my um product um when it's 12,000 so about exactly um 10%. Um you talked about building an irresistible um offer around um affiliates. How do I build that? Um because I'd like

[0:32] YouTube https://youtu.be/jBfIY0nTBqc?t=25 || Helping a $5M Coaching Business Build an Affiliate Program
to um offer the affiliates more, but I don't want to also offer an affiliate payout more than my CAC. So, how do I make it more attractive? Because like you said, sometimes you say you're going to give 20% and they they're not even interested. How do you build an affiliate program that's attractive without going over your CAC?

[0:59] YouTube https://youtu.be/jBfIY0nTBqc?t=52 || Helping a $5M Coaching Business Build an Affiliate Program
with all this. Fine, I'll take it. So, I mean, the first question I ask is why do you even care about building an affiliate network? Because I want to diversify how I I generate Are you doing a million a month right now? I'm sorry. Are you doing over a million a month right now? No. What's revenue now?

[1:16] YouTube https://youtu.be/jBfIY0nTBqc?t=69 || Helping a $5M Coaching Business Build an Affiliate Program
My revenue now is around uh we're going to end the year at closer to five million. Okay. Five. So, you're Okay. So, you're And right now it's all paid ads. It's it's it's 20% uh SEO uh um 20% affiliate um uh student referral another 20%. It's very diversif. You already have diversification though. Yeah. But I I the affiliate play I think

[1:43] YouTube https://youtu.be/jBfIY0nTBqc?t=96 || Helping a $5M Coaching Business Build an Affiliate Program
it's it it it's more so you have to peel off. So So one I'm always willing to pay CAC to an affiliate straight up. Like why would I pay Zuckerberg if I if I could pay somebody else who I know? I'd rather do that. Number one. Number two, um I look at the like when I'm when I try to make these irresistible offers, if you think

[2:01] YouTube https://youtu.be/jBfIY0nTBqc?t=114 || Helping a $5M Coaching Business Build an Affiliate Program
about the the bookkeeping example I gave earlier, he had a bookkeep bookkeeping is his core product. That's the continuity. That's the whole that's the whole main thing. He peeled off something a portion of it that solves one very narrow problem. And so, think about it like how can I how can I sell how can I give my affiliates a lead

[2:18] YouTube https://youtu.be/jBfIY0nTBqc?t=131 || Helping a $5M Coaching Business Build an Affiliate Program
magnet that they can get a 100% commission on and they can charge whatever they want for it. either they charge it separately or they include it within their existing offer. They keep all the money but that just becomes lead genen for me to then sell my thing. That's fundament like that is how I prefer to create affiliate uh systems

[2:36] YouTube https://youtu.be/jBfIY0nTBqc?t=149 || Helping a $5M Coaching Business Build an Affiliate Program
because I think the 20% thing sucks. So like if uh like if I were a a massage therapist or something, it's like okay well I'm just going to give away two massages to anybody who signs up at this gym. And they're like oh wow that's awesome. That is a benefit. every time you sign up at the gym, you get two free

[2:53] YouTube https://youtu.be/jBfIY0nTBqc?t=166 || Helping a $5M Coaching Business Build an Affiliate Program
massages for every new customer. They're like, "That's sweet." But then there's this free lead genen for me. And so if I'm willing to like my cost per hour, hard cost for masseuse might be 25 bucks. So it's like, okay, $50 for a showed customer. That's a referral. That's a great deal, but people are

[3:08] YouTube https://youtu.be/jBfIY0nTBqc?t=181 || Helping a $5M Coaching Business Build an Affiliate Program
like, I don't want to give two two I mean, I don't want to give man hours away. It's like that's stupid. Like you'd rather pay Facebook 100red for the lead. You know what I mean? That you know, per show or 200 per show. just pay 50 in manh hours and have the person already who you know is going to show up

[3:20] YouTube https://youtu.be/jBfIY0nTBqc?t=193 || Helping a $5M Coaching Business Build an Affiliate Program
by just peeling off a portion of the of the boot camp or the training that you do in order to get people into tech. So it's like is there a resume review like you probably have some sevenstep thing that you like the phases that they have to go through. So it's like just give a phase away that kind of gets them in the

[3:34] YouTube https://youtu.be/jBfIY0nTBqc?t=207 || Helping a $5M Coaching Business Build an Affiliate Program
transition allow them to charge whatever they want for it. They keep all of that and they become lead genen for you. That's the that's the model that I have seen work the best. Okay. I would also just say like we've looked at so many businesses that use affiliates and we over time and time again it's like everyone thinks that the

[3:53] YouTube https://youtu.be/jBfIY0nTBqc?t=226 || Helping a $5M Coaching Business Build an Affiliate Program
affiliates are driving all the revenue but like the biggest businesses that exist out there like a lot more of them have less revenue from affiliates than you would think and they drive more of it themselves and so just putting that out there for like anyone who's a smaller business and looking at driving

[4:08] YouTube https://youtu.be/jBfIY0nTBqc?t=241 || Helping a $5M Coaching Business Build an Affiliate Program
revenue through affiliates. All right, thank you. Yeah. 100. 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

[4:27] YouTube https://youtu.be/jBfIY0nTBqc?t=260 || Helping a $5M Coaching Business Build an Affiliate Program
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

[4:40] YouTube https://youtu.be/jBfIY0nTBqc?t=273 || Helping a $5M Coaching Business Build an Affiliate Program
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 solved it. And so I'd like to give you this thing absolutely free. free. You can go to

[4:53] YouTube https://youtu.be/jBfIY0nTBqc?t=286 || Helping a $5M Coaching Business Build an Affiliate Program
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 we can, we'll invite you out to Vegas

[5:09] YouTube https://youtu.be/jBfIY0nTBqc?t=302 || Helping a $5M Coaching Business Build an Affiliate Program
and we'll do this in person live.


VIDEO
TITLE: Why Most Cold Outreach Fails
URL: https://youtu.be/nbsEEXTDxis
PRIMARY_TOPIC: leads
TOPICS: leads, cold-outreach, leads, ads, content

[0:00] YouTube https://youtu.be/nbsEEXTDxis?t=0 || Why Most Cold Outreach Fails
What do you think is the most suited for like cold outreach? It's about ticket size. Yeah. Yeah. So, typically the the larger the ticket, the more specific the target, the more cold outreach is important. The less specific the target, the lower the LTV, the more content and paid ads are the better channels.

[0:18] YouTube https://youtu.be/nbsEEXTDxis?t=11 || Why Most Cold Outreach Fails
Makes sense. So, like is there like a figure because I've noticed the same. I figure like our best cost I like 10 grand or more as a rule of thumb. Yeah, that's right on that's right on the nose of where we're at too, but I wasn't sure if you could if there's some I'm missing where you can like make these micro things work, but

[0:35] YouTube https://youtu.be/nbsEEXTDxis?t=28 || Why Most Cold Outreach Fails
see cuz we've taken on like SAS customers to sell like PLG type stuff and it just like a lot harder to make it work. Yeah. And they need a ton of volume. It's like you want to be hunting whales, not hunting minnows with a harpoon. It just is not I mean you could, it's just not efficient. Gotcha. So if someone's like they're

[0:50] YouTube https://youtu.be/nbsEEXTDxis?t=43 || Why Most Cold Outreach Fails
doing a lot of like low stuff, it's like content ads. If you're doing like mergers, acquisitions, private equity, you're trying to get fish all outbound. Yeah. Okay, that makes sense. Um, and I figure organic's good to bolt on to everything to like Yeah. Uh, just to be I I heard you say before where it's like one channel, one

[1:09] YouTube https://youtu.be/nbsEEXTDxis?t=62 || Why Most Cold Outreach Fails
audience up to a million up to a million. A million a month or a million a year? A year. A year. Do you think that you should always bolt on organic too just to kind of give that like lubrication of the sales process? shifted from like I still like the focus of the of the um of the advice. Um it's I just feel like organic is so easy

[1:31] YouTube https://youtu.be/nbsEEXTDxis?t=84 || Why Most Cold Outreach Fails
to do at so I consider organic to have two two levers. So you have like MVP level of how do I have my minimum viable product of organic which satisfies a different need than using organic as my primary method of acquisition. And so if I use it as like I have to show that I'm alive and that I can provide value, then

[1:50] YouTube https://youtu.be/nbsEEXTDxis?t=103 || Why Most Cold Outreach Fails
the purpose of the organic is lead nurture. So I'm doing outreach as my primary method. But then if you do outreach from a channel that has literally no posts, people will be like, "This is a scam." And rightfully so. Um, if you have like if you post three times a week and you have something that's relative relevant to your avatar and

[2:07] YouTube https://youtu.be/nbsEEXTDxis?t=120 || Why Most Cold Outreach Fails
whatever you sell, then they will, what most people do, most sane people, some of the customers that you have, um, is that they will click your, you know, if you do outbound, they'll click over to your profile before responding to your email and they'll be like, "What is this guy about?" or "What is this guy about?"

[2:22] YouTube https://youtu.be/nbsEEXTDxis?t=135 || Why Most Cold Outreach Fails
And they'll be like, "Oh, this guy seems legit." They'll watch two or three things and they'll come in. And I'm sure if you have any kind of you know data tracking or any kind of surveys on the way in they will say that if you use it as the true like I want to generate my demand almost entirely from organic it's

[2:36] YouTube https://youtu.be/nbsEEXTDxis?t=149 || Why Most Cold Outreach Fails
a different strategy to me it's a much different level of investment and so at the base level yes one avatar one channel uh one you know one offer um but I think that if you do outreach it's like it's it's so low effort just for the MVP level for the next level that's a different monster but just like having

[2:53] YouTube https://youtu.be/nbsEEXTDxis?t=166 || Why Most Cold Outreach Fails
enough to show that you're I'm a pro. Yeah. So like using it more so as like nurture rather than lead 100%. And then the sales guys also you're going to I I love knowing this because uh you will make some content that just does hit and then does create inquiries and then that content is the stuff you give to the sales team as the

[3:11] YouTube https://youtu.be/nbsEEXTDxis?t=184 || Why Most Cold Outreach Fails
greatest hits and then the team should have a searchable database of what are the greatest hits for this type of avatar or this type of overcome because typically people are going to either have questions around like will this work for my type of business which is where the you know case studies and

[3:24] YouTube https://youtu.be/nbsEEXTDxis?t=197 || Why Most Cold Outreach Fails
avatars about specific case studies is useful or they'll um or they'll have objections that are kind of more standard sales objections that might be around your specific thing. Um, and having sets of content that's both, which is like, does this work in the setting or does this overcome the specific myth or, you know, belief that

[3:40] YouTube https://youtu.be/nbsEEXTDxis?t=213 || Why Most Cold Outreach Fails
I have that's not true? Content around both those things, then create sales assets that the guys can then use or gals uh can use to go uh sell stuff. Gotcha. So, high level, if you're doing content as not your primary channel, you should still probably do it as like nurture. Yeah. Yeah. Have a pulse.

[3:57] YouTube https://youtu.be/nbsEEXTDxis?t=230 || Why Most Cold Outreach Fails
Cool. And should you do that like on channel? Like is it fine if you're just I think one and ideally the channel that you do outbound for. Now if you do outbound on on email then it's just going to be like you'll have your website and you'll have your one social profile and that's what they're going to

[4:09] YouTube https://youtu.be/nbsEEXTDxis?t=242 || Why Most Cold Outreach Fails
link to. Like whatever you link to is what they're going to click. So I would just link to the one thing that you're active on. Okay. Yeah. Just to keep it minimum. Cool. Yeah, that makes sense. Um,


VIDEO
TITLE: What’s the Best Way to Land Enterprise Clients?
URL: https://youtu.be/pOYKsNdnPTY
PRIMARY_TOPIC: leads
TOPICS: leads, cold-outreach, leads, branding, niche

[0:00] YouTube https://youtu.be/pOYKsNdnPTY?t=0 || What’s the Best Way to Land Enterprise Clients?
Uh, what is the best way to target enterprise clients? We make 3D images for offplan developments targeting developers, but there are not that many and they're usually huge clients. What's the best approach? Really, it's a really good question. Um, so enterprise clients, it's like you typically want to

[0:16] YouTube https://youtu.be/pOYKsNdnPTY?t=9 || What’s the Best Way to Land Enterprise Clients?
go where the fish are. To be fair, that's what you want to do with everyone. It's just that the the ponds are much smaller and more disperate. And so this is where I like trade shows, uh, conferences and COIs, so centers of influence. And so you may find that let's say those developers, uh, use specific law firms, and I would do what

[0:36] YouTube https://youtu.be/pOYKsNdnPTY?t=29 || What’s the Best Way to Land Enterprise Clients?
I could to get into there and get them to refer me. So basically at that at that level you're going to probably get in from I would call it less scalable methods because there's so many gates between you and decision maker um that you basically need internal champions or trusted champions to make the

[0:53] YouTube https://youtu.be/pOYKsNdnPTY?t=46 || What’s the Best Way to Land Enterprise Clients?
recommendation. The only alternative to that is basically becoming a thought leader which is making constant building a long-term brand which obviously you should do long term. Uh so the best way is build a big brand. The fastest way is aggressively increase the amount of outreach, trade shows, um, and

[1:11] YouTube https://youtu.be/pOYKsNdnPTY?t=64 || What’s the Best Way to Land Enterprise Clients?
affiliates that work with those customers so that you can bolt on or bolt in your services to theirs. Architects would be a good one, too. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling

[1:28] YouTube https://youtu.be/pOYKsNdnPTY?t=81 || What’s the Best Way to Land Enterprise Clients?
roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in

[1:42] YouTube https://youtu.be/pOYKsNdnPTY?t=95 || What’s the Best Way to Land Enterprise Clients?
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.

[1:57] YouTube https://youtu.be/pOYKsNdnPTY?t=110 || What’s the Best Way to Land Enterprise Clients?
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

[2:12] YouTube https://youtu.be/pOYKsNdnPTY?t=125 || What’s the Best Way to Land Enterprise Clients?
the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a $2M Wellness Clinic Get to $20M
URL: https://youtu.be/ppTHkazcE2Q
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/ppTHkazcE2Q?t=0 || Helping a $2M Wellness Clinic Get to $20M
I have a glamping resort, 40 units. We talked yesterday. Um we're doing we're doing just under two million. Uh I want to be at 20 million. Uh the restraint is obviously the amount of units and glamping was always the model to get us to selling retreats at higher tickets. Um and so we're there like we're profiting. We had just under 500k

[0:18] YouTube https://youtu.be/ppTHkazcE2Q?t=11 || Helping a $2M Wellness Clinic Get to $20M
in profit last year. And so I guess the question is do I do more of what I'm currently doing and create a bigger profit cushion because we're doing a lot of reinvesting or do I shift to the retreat model at this time uh and start trying to drive that higher ticket. I think it depends on what you want. I

[0:34] YouTube https://youtu.be/ppTHkazcE2Q?t=27 || Helping a $2M Wellness Clinic Get to $20M
mean you know what my actual answer would be for sure do more. That would be my my answer but when we talked last night you had a a big desire to shift into kind of the men's retreat thing. That's what you're building your whole personal brand on. Yeah. And so in that instance, if you have lead genen that's

[0:48] YouTube https://youtu.be/ppTHkazcE2Q?t=41 || Helping a $2M Wellness Clinic Get to $20M
already available to you, then selling into an existing distribution base, really the only thing you're adding is because you're already doing a lot of those other things. And so this is also a really good frame for thinking through organizational change, which is what does it change about what I do,

[1:01] YouTube https://youtu.be/ppTHkazcE2Q?t=54 || Helping a $2M Wellness Clinic Get to $20M
right? Just very simply like what actually changes to like to my day-to-day. And so for your day-to-day, what would change is you're going to be leading these retreats that you're currently not doing. You're going to have to hire and train a sales team. uh you're gonna have to build out funnels and you're gonna have to start running

[1:16] YouTube https://youtu.be/ppTHkazcE2Q?t=69 || Helping a $2M Wellness Clinic Get to $20M
ads. Now, you do have some organic, but you'll probably need to run ads to hit the volume that you're trying to go for. So, for you to hit 20 million, if that's the goal, it's a timeline thing. You would probably be able to hit the 20 million with the existing 40 uh you know, glamping sites that you have. If

[1:32] YouTube https://youtu.be/ppTHkazcE2Q?t=85 || Helping a $2M Wellness Clinic Get to $20M
you started running ads and just selling the retreats at kind of like the $5,000 price point for two days for the guys that we're talking about last night, I think you could do that. It is a material change from the business, but that reverse engineers to $36 million a year. Um, based on the math that we

[1:45] YouTube https://youtu.be/ppTHkazcE2Q?t=98 || Helping a $2M Wellness Clinic Get to $20M
walked through yesterday, if I wanted the the the the high likelihood bet, then I'd be like, how do we go from four 40 to 400? Um, and that one is sellable. This one is not. And so that's kind of not not it's just harder to sell. There's other there's more hair on the deal. So, I guess question one is, do you want to sell it eventually?

[2:04] YouTube https://youtu.be/ppTHkazcE2Q?t=117 || Helping a $2M Wellness Clinic Get to $20M
So, that's a real question. Uh, no. Okay. So, if you don't want to sell it, then that matters less. Um, and do you feel equipped to handle kind of the the acquisition? Because for sure you'll make more money faster if you sell the the high ticket thing. Yeah. Like my passion is in hosting the retreats. That's why we created the

[2:18] YouTube https://youtu.be/ppTHkazcE2Q?t=131 || Helping a $2M Wellness Clinic Get to $20M
retreat center. So then then in this rare instance I would say you basically built up this asset to facilitate you doing a cooler experience. Like basically it's like what got you to here isn't going to get you to what you want to do next. But there's nothing wrong with what you did to get here because that's what allowed

[2:34] YouTube https://youtu.be/ppTHkazcE2Q?t=147 || Helping a $2M Wellness Clinic Get to $20M
you to get these 40 campsites so that you could deliver a service in a way that other people can't. And I think that is a unique differentiator. And so at the beginning, I think we talked about like just do one a quarter, start there, and then it's like, okay, I think I can outsell that. It's like, great, do

[2:47] YouTube https://youtu.be/ppTHkazcE2Q?t=160 || Helping a $2M Wellness Clinic Get to $20M
one a month and then do one a week, and then we basically can spell our way up to doing, you know, two a week. And at that point, you're at 36 million. Yeah, sounds good. And again, you you would think you would just do that all with like Facebook ads or ads essentially, and just really ramp the ads up.

[3:00] YouTube https://youtu.be/ppTHkazcE2Q?t=173 || Helping a $2M Wellness Clinic Get to $20M
Yep. And on the back end, what I would do is just uh immediately uh get them to book the next time that they're that they're going to come back and so that you can create some more reoccurring revenue. Yeah. Awesome. Thank you. Yeah. If you're a business owner and you are not growing as fast as you'd like, I'd

[3:15] YouTube https://youtu.be/ppTHkazcE2Q?t=188 || Helping a $2M Wellness Clinic Get to $20M
like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we

[3:30] YouTube https://youtu.be/ppTHkazcE2Q?t=203 || Helping a $2M Wellness Clinic Get to $20M
broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[3:42] YouTube https://youtu.be/ppTHkazcE2Q?t=215 || Helping a $2M Wellness Clinic Get to $20M
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

[3:56] YouTube https://youtu.be/ppTHkazcE2Q?t=229 || Helping a $2M Wellness Clinic Get to $20M
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: Helping a $30M Online Education Business Scale
URL: https://youtu.be/sE6ANSoq-yE
PRIMARY_TOPIC: leads
TOPICS: leads

[0:02] YouTube https://youtu.be/sE6ANSoq-yE?t=0 || Helping a $30M Online Education Business Scale
coaching to women. We do 30 million for women. Pardon? For women. Four women. Ah, with a plus sign. Screw the guys. They don't need to save money. You know, they can learn from someone else. I'm messing with um uh so we do 30 million in revenue. Bad. Thank you. I would like to be at I don't know revenue, which comes to my

[0:21] YouTube https://youtu.be/sE6ANSoq-yE?t=14 || Helping a $30M Online Education Business Scale
question, right? Um and what is stopping me is our CAC to LTV ratio. So both CAC is too high. Got the team working on volume right now. Um LTV is too low. Okay. And AOV is too low on our front end. Okay. So I think it's actually a cash flow maybe constraint potentially, but I'm a little I'm a little confused on where like

[0:48] YouTube https://youtu.be/sE6ANSoq-yE?t=41 || Helping a $30M Online Education Business Scale
exactly to go to work. Okay. How do you acquire customers right now? Uh primarily meta. So it's all paid ads. Yeah. Okay. So all paid ads and you're running to what? a webinar 2K webinar. Okay. Are you are you have a low ticket offer before the webinar before? Are you charging like something as like

[1:04] YouTube https://youtu.be/sE6ANSoq-yE?t=57 || Helping a $30M Online Education Business Scale
a selfquidating offer on the front end? Free webinar. No, never done a selfquidating. Okay. So, free webinar on the front end. You have a $2,000 offer. Okay. Then what? $2,000 or 12-month payment plan for $200 a month, which is why our AOV is like $9. Got it. Um and then acquisition costs like $1,500

[1:23] YouTube https://youtu.be/sE6ANSoq-yE?t=76 || Helping a $30M Online Education Business Scale
on the client. And then we have a back end, right? That's 10K. has a 7% um upgrade rate. Yeah, it's low outsourced sales team right now. That's and um so LTV is like 2400\. Yeah, that's a problem. Yes, that's why I'm here. Your Yeah. No, your cension rate is too low. Um you will probably have to bring

[1:48] YouTube https://youtu.be/sE6ANSoq-yE?t=101 || Helping a $30M Online Education Business Scale
the sales team in house if you want to really fix it. It's very hard to to influence the team. You'll want the ascension to be integrated into the onboarding. And so you sell the $2,000 thing. You have your onboarding call. The onboarding call, the finish of the onboarding call is they set their goal

[2:05] YouTube https://youtu.be/sE6ANSoq-yE?t=118 || Helping a $30M Online Education Business Scale
setting call with what would become a setter. Uh and then that setter sets for a closer. So they actually get three calls. So they have webinar buy, they have an actual onboarding call because you want them like you want to make sure you deliver oneonone or that's a group one minute. You can do well you can

[2:21] YouTube https://youtu.be/sE6ANSoq-yE?t=134 || Helping a $30M Online Education Business Scale
start with uh uh um group. You can start with group and then you will make more money if you go to one-on-one. It is more ops. But like we actually did this and I have a video that breaks down everything that you need to know. Yeah. I've seen Okay. Yeah. Yeah. And so uh oneonone is better, but if you're going to start

[2:38] YouTube https://youtu.be/sE6ANSoq-yE?t=151 || Helping a $30M Online Education Business Scale
start with the the group and their way of getting off the call like saying like okay you're dismissed is that you show me that you have confirmed your booking with your next call. So that way you have 100% through through line to the next. Now they're customers. They're going to show up. The goal setting call

[2:53] YouTube https://youtu.be/sE6ANSoq-yE?t=166 || Helping a $30M Online Education Business Scale
basically sifts um for who he like what's your goal cool what's basically just do another sales call again and then you push people into the ones who can afford it that makes sense uh into a close call with uh basically an invitation to join something that has more help or work associated. Yes. Okay. Great.

[3:13] YouTube https://youtu.be/sE6ANSoq-yE?t=186 || Helping a $30M Online Education Business Scale
You'll probably need to get thirdparty financing in place. Oh yeah. On front end. Oh for the for the sales calls. Yeah. And and front end. like you should definitely have some BNPL options. So, buy now pay later. You should probably have a few. Okay. We have them on the back end. We don't have them on the front end.

[3:27] YouTube https://youtu.be/sE6ANSoq-yE?t=200 || Helping a $30M Online Education Business Scale
Yeah. Um, also with the webinar, uh, I would recommend split testing the first five minutes. So, retest two or three different intros and look at LTV. Um, that, uh, will make you money. Um, but the biggest issue is that you're you're upselling 7%. Like, you need to be at you want to be at at least 25 and

[3:48] YouTube https://youtu.be/sE6ANSoq-yE?t=221 || Helping a $30M Online Education Business Scale
you should shoot for 50. Okay. Okay. So, just one more question as I'm That's like a longer term solution, right? That's going to take you bring the sales team to bring a sales team in house and really optimize that process. Why does it have to be long term? Just a time it'll take to find a sales leader and recruit and like shift leads

[4:07] YouTube https://youtu.be/sE6ANSoq-yE?t=240 || Helping a $30M Online Education Business Scale
from the you need to hire one person, really good sales director, and then you hire six recruiting firms that do sales and say, "I need 10 guys from each of you." And you can get a 60 person team in four like two weeks. Okay. Okay. We just added 40 guys in two weeks to one of our companies. We just paid a bunch of recruit. Like if

[4:25] YouTube https://youtu.be/sE6ANSoq-yE?t=258 || Helping a $30M Online Education Business Scale
if we're doing that kind of volume, we're just going to go to somebody who has a big network of people that they're that's their full-time business recruiting sales guys. So it's like great, these are requirements, go get them. Yeah. And I'm willing to pay for the speed. Yeah. So if it's And you can also negotiate if

[4:39] YouTube https://youtu.be/sE6ANSoq-yE?t=272 || Helping a $30M Online Education Business Scale
you're doing multiple like the same of multiple. So it's like, hey, normally, you know, it's 10 grand per head uh but I'm going to buy 20 from you, so I'll do it for five. Okay. So, you pay 100 grand, all of a sudden you have an apartment. Okay, cool. So, action on that immediately and then while we're doing

[4:55] YouTube https://youtu.be/sE6ANSoq-yE?t=288 || Helping a $30M Online Education Business Scale
the recruiting and getting that person up to speed, just keep spending basically as much as we can afford to spend on the front end to keep like lead flow coming into the back end. Realistically, if you spend less, you will typically rorowaz will increase typically. Um, YouTube's not that way though. Kind

[5:13] YouTube https://youtu.be/sE6ANSoq-yE?t=306 || Helping a $30M Online Education Business Scale
of random. Um, the more you spend, the more profitable it gets. It's wild. Yeah, it's Anyways, uh um but all that to say um I like if you have a cash flow issue right now or like you know it's like it's self-inflicted like you can just spend less um and improve the improve the returns but your CAC is appropriate

[5:36] YouTube https://youtu.be/sE6ANSoq-yE?t=329 || Helping a $30M Online Education Business Scale
$1,500 to acquire a customer in that get that much lower is what you're saying. Yeah. It's like you're not gonna like you're you're not going to get below a thousand. Yeah. Uh, and so this is a backend issue. Like you just have to increase the ascension rate and that's it. Okay. Thank you. You bet. Awesome. Okay. If you're a

[5:56] YouTube https://youtu.be/sE6ANSoq-yE?t=349 || Helping a $30M Online Education Business 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 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

[6:12] YouTube https://youtu.be/sE6ANSoq-yE?t=365 || Helping a $30M Online Education Business Scale
they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer

[6:24] YouTube https://youtu.be/sE6ANSoq-yE?t=377 || Helping a $30M Online Education Business Scale
success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[6:40] YouTube https://youtu.be/sE6ANSoq-yE?t=393 || Helping a $30M Online Education Business Scale
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: The Free Group Model That Converts Better Than Everything Else
URL: https://youtu.be/uDQrkJZHjWE
PRIMARY_TOPIC: leads
TOPICS: leads, community, offers, leads, upsell

[0:00] YouTube https://youtu.be/uDQrkJZHjWE?t=0 || The Free Group Model That Converts Better Than Everything Else
Assuming you are an expert, have time to build, have an audience of 19K across all platforms. Okay. Have credibility from a 10ear career in high level education, have a low ticket paid community, seven blah blah blah. Okay. Would you focus on selling onetime high ticket one ons or group coaching via one-time offers in

[0:15] YouTube https://youtu.be/uDQrkJZHjWE?t=8 || The Free Group Model That Converts Better Than Everything Else
school? Okay, that's two. Or B, building a DIY transformation in video module and then upselling 101 ones. Okay. So I will I will reiterate the model that has been working best across everyone which is a two group model. One is free, one is paid. The free group has four conversion points. You have the

[0:36] YouTube https://youtu.be/uDQrkJZHjWE?t=29 || The Free Group Model That Converts Better Than Everything Else
five module VSSL which is a webinar where you basically position them. The last video is a CTA. Uh you DM all the new members that come in because it's a lot easier to get people to start a free group and you include a one-on-one onboarding call. You do a weekly webinar inside of there where you, you know,

[0:50] YouTube https://youtu.be/uDQrkJZHjWE?t=43 || The Free Group Model That Converts Better Than Everything Else
provide value and then you soft pitch. Um, and then there's a fourth conversion point that I forgot, but those are the three. If you just did those three, you'd still be further along with most people. Drive everything to the free group. That's the lead magnet. You have three or four ascension points that get

[1:02] YouTube https://youtu.be/uDQrkJZHjWE?t=55 || The Free Group Model That Converts Better Than Everything Else
people uh on the phone to then sell them into your paid community. The paid community you can have as a one-time thing, uh, you know, an annual membership, or you could have it as a monthly. To me, it doesn't matter as much from that perspective, but that's that would be the playbook.


VIDEO
TITLE: How To Build Revenue Retention in a 1 Time Purchase Business
URL: https://youtu.be/wlaMQa-Vw5I
PRIMARY_TOPIC: leads
TOPICS: leads

[0:00] YouTube https://youtu.be/wlaMQa-Vw5I?t=0 || How To Build Revenue Retention in a 1 Time Purchase Business
Yeah. So, we do permanent holiday lighting that is for Alpha smartphone um that on homes and businesses. Um my question I guess would be or I guess our constraint is we have no revenue retention. Um and so we've dabbled with you know maybe doing like a a maintenance plan you know where we upsell people things like that. Um or

[0:21] YouTube https://youtu.be/wlaMQa-Vw5I?t=14 || How To Build Revenue Retention in a 1 Time Purchase Business
you know having paid subscriptions in our app. So who's your customer most of the time? Uh it's kind of a it's a healthy split between like elderly and then like people who want to keep up with the Joneses. Okay. And so the light So tell me more about like tell me more a little bit more about the product just so I have a

[0:35] YouTube https://youtu.be/wlaMQa-Vw5I?t=28 || How To Build Revenue Retention in a 1 Time Purchase Business
better understanding of it. Yeah. So basically um we install aluminum track system into their existing set and it's got LEDs and so you can do any holiday game day accent lighting. It's all right off of that. Is that like the Philips Huegh type type deal? I don't want to like oversimplify what you're saying. I just want to make

[0:51] YouTube https://youtu.be/wlaMQa-Vw5I?t=44 || How To Build Revenue Retention in a 1 Time Purchase Business
sure I understand it. It's kind of like that. It's much bigger. Cooler. What's the average ticket? Uh about 5,000. Okay. How do you get customers? Um through Facebook and I guess meta ads. But ads. You're doing paid ads. And you're local? Yeah. Okay. Got it. How many locations? Just one. Okay. One location. What are margins?

[1:11] YouTube https://youtu.be/wlaMQa-Vw5I?t=64 || How To Build Revenue Retention in a 1 Time Purchase Business
Um we're about 60%. It depends on the season. Um so you make you make a million bucks, you keep 600. No, we well the beach up about 51. Okay, great. You're doing half. Awesome. What's CAC? Um 300. 300 bucks for 5,000 LTV. That's great. Okay, so um so a couple things. So if you want to get revenue retention, um you want to

[1:37] YouTube https://youtu.be/wlaMQa-Vw5I?t=90 || How To Build Revenue Retention in a 1 Time Purchase Business
measure how long you've been in business? So I've been with the company for a year. Okay. About two years. First year was just, you know, vetting products out and stuff. Got it. But do you own it? Yeah. Okay. Got it. Okay. you said been with the company. So I was like I don't know what that means. I've been with

[1:51] YouTube https://youtu.be/wlaMQa-Vw5I?t=104 || How To Build Revenue Retention in a 1 Time Purchase Business
acquisition.com as well. Um um okay. So uh so again think about this from a revenue retention perspective. Um one is is there so you install this thing for the lighting. Um what else do those people want? Like is there anything else you can add on top of it? Because like you have to keeping with up with the Joneses. I'm sure that during

[2:15] YouTube https://youtu.be/wlaMQa-Vw5I?t=128 || How To Build Revenue Retention in a 1 Time Purchase Business
certain seasons they want to do other razledazzle things and so like you can you can assemble and then disassemble things multiple times a year uh for seasons for Super Bowls for things like that. I don't know if that's too different from the type of lighting that you currently do, but like it's not too different. No, we get

[2:33] YouTube https://youtu.be/wlaMQa-Vw5I?t=146 || How To Build Revenue Retention in a 1 Time Purchase Business
people asking all the time if we'll do their trees or if we'll do, you know, other stuff that's not permanent. Yeah. So, I would see the impermanent lighting as like you run two to three seasonal uh campaigns a year. I'll bet you Easter would be one if you're in Utah. I'm sure that'll be big. Christmas

[2:47] YouTube https://youtu.be/wlaMQa-Vw5I?t=160 || How To Build Revenue Retention in a 1 Time Purchase Business
will obviously be big in Utah. Um and then, you know, pick your third date. Maybe maybe Halloween's not as big in Utah. Um I don't know. I'm just I'm just messing around. Um but even if you had, you know, one or two cracks at the apple um cracks the apple, whatever, bites of the apple uh every year on top of that,

[3:06] YouTube https://youtu.be/wlaMQa-Vw5I?t=179 || How To Build Revenue Retention in a 1 Time Purchase Business
that keeps you top of mind. And then like when you go there, you're like, "Hey, we also do it like we'll do a standard double check. Is everything working okay with the lights?" that gives you upsell opportunities, but you still like generate other revenue. And then when they want to replace it, it's

[3:16] YouTube https://youtu.be/wlaMQa-Vw5I?t=189 || How To Build Revenue Retention in a 1 Time Purchase Business
like, "Hey, did I tell you about the new lights? Cuz these ones were old now. The new ones are, oh my god, let me tell you, let me show this thing on my phone I did for your neighbor Susan down the road. Hers looks sick. Didn't know if you're interested in that." Um, so it's like those become upsell opportunities.

[3:29] YouTube https://youtu.be/wlaMQa-Vw5I?t=202 || How To Build Revenue Retention in a 1 Time Purchase Business
And instead of saying like it's um recurring, it becomes reoccurring. So it's slightly different. And so like Coca-Cola has no recurring basically no recurring members uh member like memberships, but we buy Coca-Cola products all the time. So we have reoccurring it's reliable revenue. It's just not on a membership or a

[3:46] YouTube https://youtu.be/wlaMQa-Vw5I?t=219 || How To Build Revenue Retention in a 1 Time Purchase Business
subscription. And so basically all you'd have to demonstrate to make the the the company a lot more valuable is simply having the data to track that we sell a customer for lights and we sell one out of two another thing every year. Whether that's an upgrade, a maintenance fix, or it's lights that we do for seasons, like

[4:05] YouTube https://youtu.be/wlaMQa-Vw5I?t=238 || How To Build Revenue Retention in a 1 Time Purchase Business
if we can just show that half the people continue to buy something from us every year, that still makes it a very valuable business. Does that make sense? So,
