How To Get Customers So Fast It Feels ILLEGAL
الملخص
TLDRDans cette vidéo, l'orateur partage des stratégies innovantes pour attirer rapidement un grand nombre de clients. Il insiste sur l'importance de donner gratuitement des produits ou des services que d'autres exigeraient au moins un certain coût, tout en s'assurant qu'ils soient de qualité supérieure. L'implication personnelle dans le processus marketing est cruciale pour éviter que des départements deviennent inefficaces. En posant directement des questions ambitieuses, il est possible de galvaniser une entreprise pour lui permettre de devancer la concurrence de manière significative. Le levier des talents, tant dans le marketing que dans le développement, est mis en avant, avec une remarque sur la manière dont un employé exceptionnel peut avoir un impact démesuré sur le succès. En outre, l'utilisation de la vérité dans la communication marketing renforce la confiance des clients. Les modèles d'affiliation bien pensés peuvent accélérer considérablement l'acquisition de clients, et une bonne pré-production peut réduire les coûts tout en augmentant l'impact final des campagnes marketing.
الوجبات الجاهزة
- 🚀 Donner des produits gratuitement pour attirer des prospects.
- 💡 Importance de rester personnellement impliqué dans le marketing.
- 🔍 Posez des questions ambitieuses pour des résultats extraordinaires.
- 🦸♂️ Les talents exceptionnels ont un impact immense.
- 📈 Renforcer la confiance en disant la vérité dans le marketing.
- 🤝 Un modèle d'affiliation bien structuré peut amplifier la croissance.
- 🎥 Investissez dans la pré-production pour des campagnes efficaces.
- 📊 Le marketing est sous-évalué en termes de potentiels énormes.
- 🏆 Viser le numéro un pour stimuler l'innovation et l'effort.
- 💰 Augmenter la capacité de dépense pour résister sur le long terme.
الجدول الزمني
- 00:00:00 - 00:05:00
Acquisition.com génère un lead toutes les 6 secondes et propose de donner quelque chose gratuitement que d'autres font payer pour obtenir de nouveaux clients.
- 00:05:00 - 00:10:00
Être impliqué dans les processus créatifs est essentiel pour maximiser l'impact marketing. Il vaut mieux investir dans des talents exceptionnels pour une productivité accrue.
- 00:10:00 - 00:15:00
Comme pour les développeurs, embaucher des marketeurs de haut niveau a un impact significatif car ils peuvent générer un rendement démesuré grâce à leurs compétences.
- 00:15:00 - 00:20:00
Décupler les leads est possible par une réflexion à grande échelle sur ce qu'il faut pour être numéro un sur le marché.
- 00:20:00 - 00:25:00
La construction d'une marque personnelle et la création de contenu sont des clés pour attirer des flux de deals exclusifs.
- 00:25:00 - 00:30:00
Mettre l'accent sur la préproduction d'éléments visuels de marketing accroît l'efficacité et réduit le besoin de corrections post-production.
- 00:30:00 - 00:35:00
Minimiser les croyances nécessaires pour qu'un client achète optimise les ventes et les offres, en réduisant les informations à assimiler.
- 00:35:00 - 00:41:43
Externaliser l'affiliation peut massivement étendre le marché en incitant les partenaires à vendre efficacement vos services ou produits.
الخريطة الذهنية
فيديو أسئلة وأجوبة
Quelle est la stratégie favorite de l'auteur pour obtenir des prospects ?
L'auteur recommande de donner gratuitement un produit ou service que d'autres facturent, et de faire en sorte qu'il soit meilleur que ce qui est actuellement offert sur le marché.
Pourquoi est-il important de rester impliqué dans son marketing ?
Rester impliqué assure que l'entreprise utilise au mieux l'expertise et les compétences uniques du fondateur ou du marketeur clé, ce qui évite que les départements de marketing deviennent inefficaces.
Comment la question 'Que faudrait-il pour être numéro un ?' peut-elle aider une entreprise ?
Elle force l'entreprise à penser de manière audacieuse et ambitieuse, identifiant les étapes nécessaires pour dominer le marché et utilisant efficacement ses ressources pour atteindre ces objectifs.
Pourquoi la capacité de dépenser plus est considérée comme cruciale pour obtenir des clients ?
Parce que l'entreprise qui peut se permettre d'investir davantage dans l'acquisition de clients aura un avantage concurrentiel durable et pourra survivre dans un marché où les coûts publicitaires augmentent.
Comment la vérité peut-elle être utilisée comme outil marketing ?
En étant honnête sur les défauts tout en proposant quelque chose de positif pour compenser, créant ainsi une authenticité qui renforce la confiance avec le client.
Quelle est la puissance d'une pré-production de qualité en marketing ?
La pré-production, en trouvant des idées et des concepts forts avant la création du contenu, peut avoir un impact énormément positif sur l'efficacité et le coût de la production post-publication.
Quels sont les avantages d'un modèle d'affiliation bien structuré ?
Il permet de mobiliser d'autres entreprises ou influenceurs pour promouvoir vos produits, en leur offrant des incitations suffisamment attrayantes pour qu'ils veuillent maximiser leurs efforts de promotion.
Quel est l'impact de réduire les croyances nécessaires pour qu'un client fasse un achat ?
Moins l'on demande au consommateur de croire pour acheter, plus il est facile de convertir, surtout si cela se combine avec une partie du produit ou service déjà connue ou acceptée.
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- 00:00:00want to hear something insane every 6
- 00:00:02seconds acquisition. comom portfolio
- 00:00:04companies get a new lead so I'm going to
- 00:00:07teach you how to get new customers so
- 00:00:09fast it feels illegal and as I've done
- 00:00:11this we've gotten three leads one at the
- 00:00:13first second one at the 6C one at the 12
- 00:00:15seconds and right now we just got
- 00:00:17another lead and so the first way to do
- 00:00:20this every business wants more leads but
- 00:00:22none of them want to give good stuff
- 00:00:24away for free and so my favorite
- 00:00:27marketing strategy for getting tons of
- 00:00:30leads is step one look at what other
- 00:00:33people are charging for step two look at
- 00:00:36the Hard costs of what it would cost for
- 00:00:38you to deliver it step three give that
- 00:00:41thing away for free step four see how
- 00:00:44many leads you get step five see how
- 00:00:47many you convert so this is the idea is
- 00:00:50that you can give something
- 00:00:51significantly better away for free than
- 00:00:53everyone else does ideally something
- 00:00:55that other people actually charge for
- 00:00:58and when if you really want to be a
- 00:00:59Savage about it which why wouldn't you
- 00:01:01want to be a Savage about it you make it
- 00:01:03even better than what they have now
- 00:01:05number two these kind of bets are hard
- 00:01:08for an employee to make because if you
- 00:01:11are somebody who's a an awesome marketer
- 00:01:14or that's your your primary skills
- 00:01:16you're good at promotion you're good at
- 00:01:17advertising then I have made this
- 00:01:20mistake before and I've gotten too far
- 00:01:22away all right so this is where
- 00:01:24everyone's working everyone's doing this
- 00:01:25I don't know why it's a hashtag but this
- 00:01:27is what work looks like and this is me
- 00:01:29over here not doing the work what
- 00:01:31happens is this distance basically
- 00:01:33dilutes down my marketing skills and I
- 00:01:37end up basically having a department of
- 00:01:40people that are using their best skill
- 00:01:42set rather than mine and so the business
- 00:01:45loses the biggest asset it has which is
- 00:01:48me or you and so like Mr Beast is still
- 00:01:52involved in the creation of his videos
- 00:01:54Steve Jobs still approved every final ad
- 00:01:57that went out for Apple so Legend says
- 00:01:59and so I think that the traditional
- 00:02:02setup is for the most part made by
- 00:02:04corporates who aren't Founders who
- 00:02:07aren't driving output they're just like
- 00:02:09meeting quarterly earnings they're
- 00:02:11they're not really changing the world
- 00:02:13and so I have put my my big kind of
- 00:02:18words on
- 00:02:22this fewer better and what that means is
- 00:02:27that you're going to have to back up
- 00:02:28your investment and talent
- 00:02:30with finances and so what I mean by that
- 00:02:33is if you were to build an department
- 00:02:37and say okay I need to hire a few people
- 00:02:39for $775,000 a year okay just use it as
- 00:02:42simple math well those may be a players
- 00:02:46b players C players who knows but an a
- 00:02:50player may be able to do quite literally
- 00:02:53five times 10 times the output 25 times
- 00:02:56the output of a b player and and so
- 00:03:00marketing is one of these roles that has
- 00:03:01tremendous leverage and so in thinking
- 00:03:04about this I think I've changed the way
- 00:03:06that I see building marketing
- 00:03:07departments
- 00:03:09phenomenally which is most similar role
- 00:03:12in a business that I can think of that
- 00:03:14we have in the portfolio is actually a
- 00:03:16developer so hear me out developers
- 00:03:19typically have technical career paths
- 00:03:21which means that you can be a level one
- 00:03:23level two level three level four level
- 00:03:24five all the way up and as they go up
- 00:03:26they make more money and the reason for
- 00:03:28that is because one amazing developer
- 00:03:30can make something that millions of
- 00:03:32people see so one of the old Legends of
- 00:03:34Google is that there was a particularly
- 00:03:36amazing coder they had bought some old
- 00:03:38version of Google Maps as an acquisition
- 00:03:41they kept trying to deal with the code
- 00:03:42and then one really high leverage coder
- 00:03:45remade the entire product over a weekend
- 00:03:48and then that is ultimately what became
- 00:03:50the codebase that we still use today as
- 00:03:52Google Maps and so one man made that
- 00:03:55that's how much skill he was able to
- 00:03:58bring to the table now here's where it
- 00:04:00makes sense from a business
- 00:04:01perspective that one guy maybe you have
- 00:04:04to pay him 10 times more than a
- 00:04:06traditional coder but if that guy can
- 00:04:09make a million times the output of one
- 00:04:12guy then it's still an amazing deal and
- 00:04:15so the thing is that there is outsized
- 00:04:17Returns on Talent at the top end and
- 00:04:19there's a reason that the biggest
- 00:04:22technology companies the biggest
- 00:04:23companies in the world are in a war for
- 00:04:25talent I was thinking about this as it
- 00:04:27relates to marketing because in many of
- 00:04:29the the businesses that I've started
- 00:04:31marketing has been traditionally underst
- 00:04:32staffed or overstaffed rarely
- 00:04:35appropriately staffed it's understaffed
- 00:04:38when it's really just me and like a
- 00:04:39couple people and when we do that it's
- 00:04:42because I have a ton of skills in
- 00:04:44marketing and so we can get away with
- 00:04:46very few people on the flip side when I
- 00:04:48get too far away I usually bring someone
- 00:04:50in and they just bring a lot of bodies
- 00:04:52but what ends up happening is that the
- 00:04:54output goes down a lot and so at gym
- 00:04:56launch there was a period of time where
- 00:04:57we had 17 people in marketing and once I
- 00:05:00got rid of the leader I moved in and I
- 00:05:03took the team from 17 to five and then
- 00:05:06output tripled and so I say this because
- 00:05:08the people who have skills are the ones
- 00:05:10that are moving the needle and so if I
- 00:05:12have three guys for
- 00:05:1675k and they create 3x output one of the
- 00:05:21really interesting things about
- 00:05:22knowledge work specifically marketing
- 00:05:24coding is one of these is that the
- 00:05:26difference between the best guy and the
- 00:05:28worst guy in marketing
- 00:05:30isn't like the best guy who can cut a
- 00:05:33lawn and the worst guy who can cut a
- 00:05:35lawn the worst guy who can cut a lawn
- 00:05:36maybe it takes him an entire day and the
- 00:05:38best guy maybe takes him you know a
- 00:05:40third of a day because he's sprinting
- 00:05:41the whole time so maybe you get a 3X
- 00:05:43increase because somebody is better and
- 00:05:46so you'd be limited by how much you'd be
- 00:05:48able to pay someone more for that
- 00:05:50quality and that
- 00:05:51speed whereas with somebody in marketing
- 00:05:55somebody who's a zero marketer versus a
- 00:05:5710 marketer the 10 marketer might
- 00:05:59literally be able to do a 100 million
- 00:06:01times more of the output because one guy
- 00:06:04with skill and an iPhone can get 100
- 00:06:06million view video and that kind of
- 00:06:08Leverage is why it pays to pay better
- 00:06:11and so this is something that I've been
- 00:06:13obsessed with uh of late and I'm trying
- 00:06:16to relay this to each of the portfolio
- 00:06:17Founders in making sure that we're
- 00:06:19keeping the marketing divisions tight so
- 00:06:22that we have the highest leverag people
- 00:06:24in the highest leverag positions with
- 00:06:27incentivized performance so that we
- 00:06:30access their discretionary effort to
- 00:06:31maximize their skill sets the most
- 00:06:34important thing that you can take away
- 00:06:36from this is that the best advertisers
- 00:06:39don't need many people and if you have
- 00:06:42no one who's in your quote marketing
- 00:06:44department that means you and it's a
- 00:06:47game that you have to learn there are a
- 00:06:48few things that every founder has to
- 00:06:50learn at a basic level you have to know
- 00:06:52the core business you have to know how
- 00:06:54to get customers you have to know how to
- 00:06:55deliver customers just about everything
- 00:06:57else you can Outsource but those two
- 00:06:58things are core to every business and so
- 00:07:01if you don't know how to get new
- 00:07:02customers you need to fix that so the
- 00:07:04next big one that can get you more
- 00:07:07outsize customers than anything else is
- 00:07:09answering a specific question which I
- 00:07:11ask as a great thought exercise with our
- 00:07:13team is what would it
- 00:07:20take to be number
- 00:07:25one and another way of asking this
- 00:07:27question is what what else would have to
- 00:07:30be true for us to be number one in our
- 00:07:32market and so when we actually
- 00:07:35hypothesize about this we think okay
- 00:07:37what would it look like for us to be
- 00:07:39number one what else would have to be
- 00:07:40true what else would have to have
- 00:07:42occurred what's interesting about this
- 00:07:43question is that it circumvents the
- 00:07:46traditional incremental thinking meaning
- 00:07:48instead of saying okay we're just going
- 00:07:49to do 10% more we're going to do 10%
- 00:07:51better we're going to do 20% better when
- 00:07:52you start with the end in mind from a
- 00:07:55what would it take for us to be number
- 00:07:57one we assume the goal outcome and the
- 00:08:00crazy thing about this question is that
- 00:08:01you might be 1/ 100th the size of the
- 00:08:04number one player in the market but it
- 00:08:06assumes what it would take to be a 100
- 00:08:08times bigger and then it gets reverse
- 00:08:10engineered into the present and so what
- 00:08:12happens often times when I ask this
- 00:08:14question is they usually State one or
- 00:08:17two key big things that would have to
- 00:08:19happen for the business to be number one
- 00:08:22and then I ask what would it cost for us
- 00:08:25to do that do we have the resources in
- 00:08:27order to make that happen and more times
- 00:08:30than not we actually have the resources
- 00:08:32to make that happen then the next actual
- 00:08:34question is then why are we not putting
- 00:08:36every one of the resources we have right
- 00:08:38now towards making that come true rather
- 00:08:41than just continuing on the path that
- 00:08:43we're on and so this is an order of
- 00:08:45magnitude increase in terms of business
- 00:08:47growth and ultimately what generates the
- 00:08:49most leads and customers and so when I
- 00:08:52ask myself this question years ago it
- 00:08:55was what would it take for me to be the
- 00:08:57number one business Channel right what
- 00:09:00would it take for that to happen the
- 00:09:01question beyond that was what would it
- 00:09:02take for us to be able to have one of
- 00:09:04the best investment firms in the world
- 00:09:06and I was like well I would have to have
- 00:09:08many many many more years of experience
- 00:09:09it's like I don't know if I can do that
- 00:09:11I can't make time happen faster so then
- 00:09:13I followed with okay so for me to be the
- 00:09:15best investor then what I would want is
- 00:09:17the most deal flow so what are the
- 00:09:19different ways of creating deal flow one
- 00:09:21of them is you can just go to broker
- 00:09:22networks so you go to investment bankers
- 00:09:24you get them to send you deals and then
- 00:09:26you bid on those deals but if I want to
- 00:09:28be the best investor in the world then I
- 00:09:29need deals that only come to me and so I
- 00:09:32was like okay well thankfully I'm pretty
- 00:09:34good at marketing and so I was like why
- 00:09:36don't I like what would what would have
- 00:09:37to be true for me to get lots of inbound
- 00:09:39deal flow I was like okay well probably
- 00:09:41building a massive brand around business
- 00:09:43and so then the the question was how do
- 00:09:46I build the number one brand business
- 00:09:49online and so it's the series of
- 00:09:51questions that I asked and then it was
- 00:09:53okay well I should probably start making
- 00:09:55content around this and I should
- 00:09:56probably write a book or something that
- 00:09:59would do really well that is in the
- 00:10:01business space that business owners
- 00:10:03would read and then think wow this guy
- 00:10:05knows what he's talking about and so by
- 00:10:07doing those things by publishing the
- 00:10:09books by making the content consistently
- 00:10:11and the moment I realized that that was
- 00:10:12what it would take I basically put all
- 00:10:14of my resources towards doing that
- 00:10:16despite the fact that in the moment it
- 00:10:18basically meant nothing it meant that I
- 00:10:19had to go write a book it meant that I
- 00:10:20had to start making content but I did
- 00:10:22all of those things because I thought
- 00:10:24for me to be number one I need to have
- 00:10:26proprietary deal flow for me to have
- 00:10:27proprietary deal flow I need to have a
- 00:10:29big big business brand for me to have a
- 00:10:30big business brand I need to make more
- 00:10:32content that's better than everybody
- 00:10:33else and so that's what I'll start doing
- 00:10:34now and that's where I'll allocate my
- 00:10:36resources even though I could have done
- 00:10:37a lot of different things that was the
- 00:10:39one that I felt at the time would give
- 00:10:40me the most leverage and so far it has
- 00:10:42worked out but asking that type of
- 00:10:44question you don't get to that type of
- 00:10:46solution unless you ask the what would
- 00:10:47it take to be number one and then
- 00:10:50sometimes the answer surprise you
- 00:10:51because you do have the resources to do
- 00:10:53it you just haven't yet and the reason
- 00:10:55this question is so powerful is actually
- 00:10:57from Step schwarzman so in in his book
- 00:10:59or his autobiography I think it's what
- 00:11:01it takes I think it's what it's called
- 00:11:03he has this really amazing uh opening
- 00:11:05couple of chapters and he talks about
- 00:11:07this idea of thinking big and he says
- 00:11:09building a really big business is hard
- 00:11:11building a small business is hard so
- 00:11:14basically it's just about as hard to do
- 00:11:16anything because hard is a constant so
- 00:11:18you might as well go after something
- 00:11:20really big with the equivalent amounts
- 00:11:22of hardness now we can get into
- 00:11:24difficulty levels or whatever but
- 00:11:25basically the upside of the incremental
- 00:11:29inre in hardness is
- 00:11:31outsized and so if you want to build a
- 00:11:34really successful restaurant it's going
- 00:11:35to take you a really long time if the
- 00:11:37man it's lots of people and and it's
- 00:11:39it's a tough business and if you want to
- 00:11:41build one of the top software companies
- 00:11:42in the world it's also going to take a
- 00:11:44long time and be really hard but one of
- 00:11:46those could get you into the many
- 00:11:48billions and one of them will probably
- 00:11:49cap at a million dollars or $2 million a
- 00:11:51year and so in thinking about that both
- 00:11:54of them require the same internal
- 00:11:56resources from you but very different
- 00:11:58external resources and so it's like you
- 00:11:59might as well solve for the biggest
- 00:12:01thing and this is about resourcefulness
- 00:12:03not resources if we wanted to be number
- 00:12:05one in the market part of having propri
- 00:12:07to De flow comes with two big advantages
- 00:12:10and this works the same if you're
- 00:12:11selling customers the same idea selling
- 00:12:12a vacuum but there's there's two
- 00:12:15different ways that you can sell in a
- 00:12:16vacuum and the reason selling a vacuum
- 00:12:17is so important is because when you sell
- 00:12:19in a vacuum you no longer have to
- 00:12:20compete on price or in my instance terms
- 00:12:23and so the first is you sell where no
- 00:12:26one else is selling so that's you find
- 00:12:28the little Pond where there are no other
- 00:12:30fishermen and then you fish there and
- 00:12:32you get all the fish you want the second
- 00:12:35way is to sell something that no one
- 00:12:37else sells and so one is a
- 00:12:41where thing and the other is a what
- 00:12:44thing so either you create something
- 00:12:46unique that you have some sort of
- 00:12:48feature or service that no one else can
- 00:12:49do because you have some sort of
- 00:12:50technological advantage fundamentally
- 00:12:52this is what Elon does in every one of
- 00:12:53his businesses he's happy to go where
- 00:12:55it's super competitive but he just sells
- 00:12:57something that no one else can sell and
- 00:12:58then he can command a premium price for
- 00:13:00it the alternative is to be good at
- 00:13:04providing value at scale to people so
- 00:13:07you get inbound demand and then at that
- 00:13:09point they're not choosing between you
- 00:13:10and six other people they're saying I'm
- 00:13:12either working with you or I'm not doing
- 00:13:13it all right this next one is huge which
- 00:13:17is pre is greater than post or uh an
- 00:13:22ounce of pre is worth a pound of post
- 00:13:24all right so as I've advertised in many
- 00:13:28different ways and many different
- 00:13:29channels for different Industries I have
- 00:13:31seen this consistently be reinforced for
- 00:13:34me what happens for most people is they
- 00:13:36forget to advertise and then they try
- 00:13:38and play catchup and they hop in front
- 00:13:40of the camera they sit in front of the
- 00:13:41computer and they start typing things
- 00:13:42out and then they hit post they hit
- 00:13:44submit they run the ad they they post
- 00:13:46content this then gets propagated as the
- 00:13:49process and so they hire more people and
- 00:13:51then they more or less do the same thing
- 00:13:53and then when the stuff sucks they say
- 00:13:55we'll fix it in post but the problem is
- 00:13:58is that post has very low leverage and
- 00:14:00very high cost whereas pre has
- 00:14:02incredibly High leverage and very low
- 00:14:05cost but it just takes more mental work
- 00:14:07so let me break this down an idea for a
- 00:14:09video for example has tremendous
- 00:14:12leverage more leverage than just about
- 00:14:15everything else if there is a video
- 00:14:17concept that more people would click and
- 00:14:20watch to see that idea itself even
- 00:14:23poorly executed will get an order of
- 00:14:26magnitude greater amounts of people to
- 00:14:28watch the content or watch the ad than
- 00:14:31otherwise and so putting more time into
- 00:14:34pre is the highest leverage activity
- 00:14:36that you can do and so more of my time
- 00:14:40now when I make ads for example for
- 00:14:42school I will spend on the
- 00:14:45pre-production that will be looking at
- 00:14:47past ads that performed well looking at
- 00:14:49the hooks that continue to to do well
- 00:14:51making sure that we have some props and
- 00:14:53things like that that we can use as
- 00:14:54visual aids and then when we actually do
- 00:14:57the recording it's very short and the
- 00:14:59the post- production because all of the
- 00:15:00work is already in the video there's
- 00:15:02very little that must be done afterwards
- 00:15:04and so what happens is the rate of
- 00:15:06progress and output increases to use a a
- 00:15:10big word
- 00:15:12tremendously and so the only reason for
- 00:15:15post- production especially in education
- 00:15:18is to enhance comprehension meaning to
- 00:15:21make it easier for people to get what
- 00:15:24the video is about and this is different
- 00:15:27than an entertainment where a lot of the
- 00:15:29emphasis on post but for the vast
- 00:15:31majority of businesses their advertising
- 00:15:34and marketing comes down to educating
- 00:15:36the customer or potential customer and
- 00:15:38if education is the type of advertising
- 00:15:41you do which is what most businesses do
- 00:15:43then you need to put more into do people
- 00:15:47find this interesting can I make it
- 00:15:49simple rather than I'm just going to hit
- 00:15:51record and see what happens yeah and the
- 00:15:53thing that shifted my perspective on
- 00:15:55This was um I think it's called calculus
- 00:15:57Walla but it's this Indian Channel
- 00:15:59where there's a guy who's like 20
- 00:16:00million subscribers and he teaches like
- 00:16:03physics Walla and like calculus and
- 00:16:05these different classes and his videos
- 00:16:07get like 10 20 million views just like
- 00:16:09crazy crazy numbers and it's just a dude
- 00:16:12in a whiteboard and when I saw that I
- 00:16:14was like I am I am missing the boat here
- 00:16:17like I am doing it all wrong and so we
- 00:16:20have consistently stripped back more and
- 00:16:22more of this postproduction put more and
- 00:16:24more of it into pre so this video for
- 00:16:26example like I have notes rather than
- 00:16:29than uh just kind of like winging it and
- 00:16:30then having the team just like cut
- 00:16:32everything that was not as good out
- 00:16:35right instead it's like okay let me be
- 00:16:36more purposeful about the points that I
- 00:16:38want to hit make sure that they actually
- 00:16:39make sense in sequence so that
- 00:16:41afterwards they don't have to reorder
- 00:16:43the video and then cut out this thing
- 00:16:44and then say hey could you resay this
- 00:16:45part it was unclear it's like I have
- 00:16:47examples I have clear language that I've
- 00:16:50already thought about ahead of time so
- 00:16:51that I can ultimately make a better
- 00:16:53video for you and also an easier video
- 00:16:55for my team to be able to produce so
- 00:16:57that we can make more faster adding
- 00:17:00razzled Dazzle and whizbangs is not
- 00:17:02going to make a video more educational
- 00:17:05so this next one is a really high
- 00:17:06leverage concept which I overheard this
- 00:17:10for the first time from a marketer named
- 00:17:11Perry Belcher and it was I don't think
- 00:17:14you even use this term but need to
- 00:17:15believes all right and so need to
- 00:17:18believes are basically like you want the
- 00:17:21Fest amount of need to believes for a
- 00:17:23customer to make a purchasing decision
- 00:17:25and so I'll give you a bad example of a
- 00:17:27business that I had then I'll give you a
- 00:17:28good example
- 00:17:29so with Prestige Labs one of the
- 00:17:32difficulties that I had was that I had
- 00:17:33to convince someone of two things I had
- 00:17:35to convince gym owners that they should
- 00:17:37sell supplements not all gym owners want
- 00:17:39to sell supplements some gym owners are
- 00:17:40against supplements but I had to
- 00:17:41convince them that selling supplements
- 00:17:43was not a bad thing then I had a second
- 00:17:46thing that I had to convince them of
- 00:17:47which is that Prestige Labs was a suppl
- 00:17:49company that they should use and so I
- 00:17:51had two need to beliefs and so it made
- 00:17:52it a very difficult sale uh to get
- 00:17:55someone because it was just too much
- 00:17:56basically education in Too Short a
- 00:17:58period of time
- 00:17:59now over the Long Haul could you do
- 00:18:01something like that yes knowing what I
- 00:18:02know now I'd probably have a
- 00:18:04multi-layered campaign one that
- 00:18:05basically gets the first big decision
- 00:18:07and then a second kind of campaign later
- 00:18:08for warmer audience kind of like middle
- 00:18:10of funnel that would then convert people
- 00:18:12into specifically Prestige Labs uh
- 00:18:15Affiliates or sellers retailers but
- 00:18:17that's a lot of work and you're
- 00:18:18definitely not going to make sales
- 00:18:19quickly an alternative to that is that
- 00:18:22if you look at most of the uh like real
- 00:18:25estate investment space right so anybody
- 00:18:28who who has funds who who invest in real
- 00:18:31estate who flip real estate who help
- 00:18:32people flip real estate find their first
- 00:18:34properties whatever there's this need to
- 00:18:36believe that doesn't really exist that
- 00:18:38real estate helps people make money most
- 00:18:40people generally agree that real estate
- 00:18:43is an asset class many people have made
- 00:18:44money in real estate and so there's just
- 00:18:46not a lot that has to be believed for
- 00:18:48someone to say okay well you are good at
- 00:18:51real estate I will buy your thing to
- 00:18:52help me could get at real estate and by
- 00:18:54buying it it means either I I I give
- 00:18:56money to your fund and then you do it on
- 00:18:57my behalf or you you you help me Source
- 00:19:00deals or whatever it is right and when
- 00:19:02we think about like the ultimate
- 00:19:03business opportunity of all time which I
- 00:19:05think is
- 00:19:06Amazon Amazon itself fundamentally had
- 00:19:09the proposition to anybody who wanted to
- 00:19:11sell anything all you have to do is
- 00:19:14upload your product onto our site and
- 00:19:16you can make money there's almost no
- 00:19:20like you don't need to know how to
- 00:19:21Market you don't need to know how to
- 00:19:22sell you don't need to handle customer
- 00:19:24service or customer support they took
- 00:19:26away every conceivable reason for
- 00:19:28someone that they would have to believe
- 00:19:30in order to be successful they were like
- 00:19:32you just need to follow this tutorial
- 00:19:34and then just upload your product like
- 00:19:37that's it and so as a result Amazon has
- 00:19:39made a tremendous amount of money and so
- 00:19:42the only real need to believe is that
- 00:19:43someone else might buy my product on
- 00:19:45Amazon and so people believe that and
- 00:19:48then they buy so it's like they barely
- 00:19:49even have a need to believe it's like a
- 00:19:50half belie right and so when I think
- 00:19:54about products and offers I think what
- 00:19:57must a customer believe in in order to
- 00:19:59make this purchase and do I have
- 00:20:00multiple humps or Hills that I have to
- 00:20:02get over and ideally I want to
- 00:20:05reposition or repackage the product and
- 00:20:07offer in such a way that there's either
- 00:20:08no beliefs they have to believe or only
- 00:20:11one and so if you're struggling to get
- 00:20:13more customers and you want to get crazy
- 00:20:14amounts of customers quickly you want to
- 00:20:16limit the amount of things that they
- 00:20:18need to learn or need to believe in
- 00:20:19order to buy and the reason that giving
- 00:20:22away tons of free stuff like I mentioned
- 00:20:24at the very beginning is powerful is
- 00:20:26that it will basically move more people
- 00:20:28from H someone who needs more
- 00:20:30information to someone who needs less
- 00:20:31information and so fundamentally this is
- 00:20:33what branding is on a large scale is
- 00:20:34that you're educating a large percentage
- 00:20:36of the audience and conquering some of
- 00:20:38the need to believes before they make
- 00:20:39the purchase if you try to go Cradle to
- 00:20:41grave in one move you will usually sell
- 00:20:43a smaller percentage of the marketplace
- 00:20:44unless you have figured out how to make
- 00:20:46that 6inch putt a 6-inch putt for
- 00:20:49everyone like Amazon has same thing with
- 00:20:51Uber it's like would you have to believe
- 00:20:53in order to make money on Uber you just
- 00:20:55have to be able to download an app you
- 00:20:57know upload your drivers license not
- 00:20:59have DUIs or whatever the requirements
- 00:21:00are and you have to have a car and so as
- 00:21:02long as you believe that when your phone
- 00:21:03dings you will get paid it's not it's
- 00:21:06not a huge hill that you have to get
- 00:21:08over in order to make money this next
- 00:21:10one is nasty so I am a big fan of split
- 00:21:15testing right and you've probably seen
- 00:21:16it with my thumbnails on you know these
- 00:21:18YouTube videos um because fundamentally
- 00:21:21why would you not want to get more for
- 00:21:22what you put in you take all this time
- 00:21:23to to to put together some notes think
- 00:21:25about examples you know make sure that
- 00:21:27it's easy to understand you know put
- 00:21:29together a thumbnail it's like why would
- 00:21:31we not just like test the thumbnail
- 00:21:32image when we could have two things and
- 00:21:34one of the thumbnails could like 3x the
- 00:21:36views on the video like that's a high
- 00:21:38leverage activity and So within the
- 00:21:39business that you have in terms of
- 00:21:42getting more customers I am all about
- 00:21:44thinking in terms of orders of magnitude
- 00:21:46but when you can get 10 20 30% boost and
- 00:21:50you can do it in three or four parts of
- 00:21:51the funnel you can double or triple the
- 00:21:53amount that you're getting from what
- 00:21:54you're already doing and when that
- 00:21:56happens your profit will increase
- 00:21:57disproportionately to your Revenue so if
- 00:21:59you double revenue and you keep your
- 00:22:00cost the same you could very well three
- 00:22:02or fourx profit because that additional
- 00:22:05Revenue might not have nearly the cost
- 00:22:07of the first set of Revenue that you had
- 00:22:09to incur with your fixed costs I want to
- 00:22:11rank for you the most important split
- 00:22:13tests that I do with a business the
- 00:22:16first is going to be offers all right
- 00:22:19that's the big obvious thing like what's
- 00:22:21the thing that you're giving away or
- 00:22:22that you're giving them the second is
- 00:22:24going to be the packaging which is going
- 00:22:25to be the headlines and sub headlines
- 00:22:28the Third third is going to be the
- 00:22:29images Associated all right with that
- 00:22:32headline and that packaging now the
- 00:22:35fourth one and this one's really the
- 00:22:37biggest split test winners I've had have
- 00:22:39come from one and four now the reason
- 00:22:41four is fourth is because it's actually
- 00:22:43really hard to do but the biggest
- 00:22:45personal gains that I've had have come
- 00:22:47from this which
- 00:22:50is
- 00:22:52third-party Integrations you're like
- 00:22:55what does that even mean well a lot of
- 00:22:57businesses use other technology you have
- 00:22:59a software stack you have you know uh
- 00:23:02you have a CRM you have auler you have a
- 00:23:06form a form thing uh on your on your
- 00:23:08site like all of these different pieces
- 00:23:10typically exist but what those
- 00:23:13third-party apps and tools don't
- 00:23:14typically report on is what the
- 00:23:16conversion rate is of their ux or their
- 00:23:19user experience and so I have found some
- 00:23:23unbelievable unlocks some of the biggest
- 00:23:26absolute split test winners have come
- 00:23:28from just saying like oh we're not going
- 00:23:29to use this software to capture this
- 00:23:31stuff we're going to use this software
- 00:23:32and even though the Aesthetics were
- 00:23:34basically the same outside of the third
- 00:23:37party integration I have had this happen
- 00:23:40four times in my career where this test
- 00:23:42was like a company explosion in terms of
- 00:23:45increase in sales and profit like really
- 00:23:48big the reason most people don't do this
- 00:23:50though is that it's hard so if you have
- 00:23:53to split this different tools it's like
- 00:23:55okay well we got some customers here in
- 00:23:56this system we some customers here it's
- 00:23:58kind kind of messy but it's one of the
- 00:24:00most valuable things you can do and
- 00:24:01what's interesting to me is that almost
- 00:24:03no third party provider ever reports on
- 00:24:06conversion rate data because honestly
- 00:24:07how could they because everybody's
- 00:24:08different but by having that and testing
- 00:24:11it for yourself you'll see some of the
- 00:24:12biggest gains that you've ever had one
- 00:24:14of the cool things with all of these is
- 00:24:17that when you implement these things you
- 00:24:19get permanent lifts for the most part so
- 00:24:22meaning like if you change the offer and
- 00:24:24then everything crushes it's like great
- 00:24:25that's the offer if you change the
- 00:24:26headline you find out that's the
- 00:24:27headline and it's like cool like this
- 00:24:29just keeps converting for us so it's
- 00:24:30like it's onetime effort for ongoing
- 00:24:33gains and like those are my favorite
- 00:24:35types of things to do in the world like
- 00:24:36you know build once sell a thousand
- 00:24:38times like those that I mean
- 00:24:39fundamentally like a book same idea you
- 00:24:41write a book once it's a lot of effort
- 00:24:43once but then after that you can just
- 00:24:44keep selling the book over and over and
- 00:24:45over over again and same thing when you
- 00:24:47give away free free products it's like
- 00:24:48you build it once and then that can get
- 00:24:50you unlimited amounts of leads last week
- 00:24:52for Black Friday I um spent 200 plus
- 00:24:56hours not on that day but leading up to
- 00:24:57it come up with a scaling road map uh
- 00:25:00basically taking a company from 0 to 100
- 00:25:01million it's 14 hours that breaks 10
- 00:25:05stages of growth for any company and it
- 00:25:07divides it across eight different
- 00:25:10functions of the business so Marketing
- 00:25:12sales customer success product it HR
- 00:25:15recruiting finance and so all of the
- 00:25:18functions of the business what the
- 00:25:19problem that you're dealing with right
- 00:25:20now and what you need to do to graduate
- 00:25:22that whole thing took me a really long
- 00:25:24time to put together but now that it's
- 00:25:27there and everyone can just like fill
- 00:25:28bill out questions and get a
- 00:25:29personalized solution for them and it's
- 00:25:31free and it's better than other people
- 00:25:33charge for then that can just
- 00:25:35consistently get more businesses into my
- 00:25:37world so the next big way of getting
- 00:25:40customers so fast it should feel legal
- 00:25:42is spend more waight that's not what it
- 00:25:46is it's be able to spend more so let me
- 00:25:50explain the difference so spending more
- 00:25:52is just cool you increase your budget
- 00:25:54sure and that can work but most
- 00:25:57businesses like if you ask businesses
- 00:25:59why they fail so they they do surveys in
- 00:26:01the Census Bureau and I think the number
- 00:26:03one reason that small businesses say
- 00:26:05that they can't succeed is because they
- 00:26:07have a lack of customers they have a
- 00:26:09lack of leads they have a lack of demand
- 00:26:11and the reality most of the time is not
- 00:26:14that they have a lack of leads but that
- 00:26:15they don't have a good enough business
- 00:26:16to be able to afford them and so this is
- 00:26:19where you have to solve the business
- 00:26:21from back to front and so there was a
- 00:26:23company um not that long ago that that
- 00:26:25uh that came out here to the
- 00:26:27headquarters and they're like we need
- 00:26:29help scaling and I said so what do you
- 00:26:30think your constraint is and their
- 00:26:31constraint was leads cost too much by
- 00:26:34the way leads costing too much is rarely
- 00:26:38ever an issue the issue is usually that
- 00:26:41you don't make enough money per customer
- 00:26:43and here's a fun factoid for you that I
- 00:26:45can share I look at a lot of different
- 00:26:47companies every single day and that's
- 00:26:50because we sift through deals and we
- 00:26:52look for patterns between markets and so
- 00:26:54right now for example I'm really
- 00:26:55interested in the metpa space and I
- 00:26:57would really like to get into into a
- 00:26:58chain there so if you are metpa owner
- 00:27:00and you have you know call it fiveish
- 00:27:02million in EAA hit us up anyways one of
- 00:27:05the things that's not unique between
- 00:27:06different met spot chains is their cost
- 00:27:08to acquire customers so the range of the
- 00:27:11cost of getting people in the door is
- 00:27:13usually actually not that different so
- 00:27:14the benchmarks are usually maybe 1X 2x
- 00:27:17of one another not huge but where the
- 00:27:20major differences that exist between
- 00:27:22change in terms of their success is
- 00:27:24their LTV which is how much customers
- 00:27:26are worth to that business over the long
- 00:27:28term and this is usually where the rich
- 00:27:30get richer this is why the biggest
- 00:27:32companies in the world are the biggest
- 00:27:34companies in the world Starbucks has a
- 00:27:36$14,000 LTV now for Starbucks to acquire
- 00:27:40a coffee customer is probably not going
- 00:27:42to cost that much more if anything
- 00:27:43they're probably wildly inefficient
- 00:27:44because there's this m massive corporate
- 00:27:46Behemoth right compared to the local
- 00:27:48coffee shot down the street but if
- 00:27:50they're going to head-to-head from an
- 00:27:51actual per dollar per customer basis
- 00:27:53usually the small local guy should be
- 00:27:55able to out compete the big National Guy
- 00:27:57where the big National guy gets them is
- 00:27:58that they've got 40 or 50 years of
- 00:28:00optimizing lifetime value per customer
- 00:28:02so they know every single thing that
- 00:28:04gets customers to come back what gets
- 00:28:06them addicted what types of products on
- 00:28:08what seasons what you know what pumps of
- 00:28:10flavors to give what options to provide
- 00:28:12which ones to cut they know all of these
- 00:28:14things and that is how they out compete
- 00:28:17and so right now if your cost to acquire
- 00:28:21customer is about the same as your
- 00:28:23industry which by the way you can
- 00:28:24totally just Google this it's not that
- 00:28:25hard you just say like uh average cost
- 00:28:27cost customer insert industry right and
- 00:28:29you can find it very quickly in a couple
- 00:28:30Google searches that will then tell you
- 00:28:32oh maybe I'm not that far off oh my
- 00:28:35business is broken and so this often
- 00:28:37happens a lot too where a small business
- 00:28:39owner will be like those guys overcharge
- 00:28:41I'm going to come into the market and
- 00:28:42charge less it's like well there's a
- 00:28:44reason that they charge more and why
- 00:28:45they're bigger than you because they
- 00:28:47make more money so they can charge more
- 00:28:48because they've already figured this out
- 00:28:50and so in my opinion the ability to
- 00:28:53spend more is LTV and LTV is the arms
- 00:28:57race of advertising
- 00:28:58and if you can spend more than anyone
- 00:29:01else can you can Outlast them because
- 00:29:04here's a fact that will make a lot of
- 00:29:05you uncomfortable advertising only
- 00:29:08becomes more expensive over time the
- 00:29:10cost to get a customer literally only
- 00:29:12goes up the cost of Impressions cost of
- 00:29:14eyeballs only goes up over time and so
- 00:29:17you need to have a force in your
- 00:29:19business that also concurrently goes up
- 00:29:21over time which is your LTV customers
- 00:29:24should continue to pay for the services
- 00:29:26from you continue to buy your products
- 00:29:28and you should be continually expanding
- 00:29:29LTV so that as you go to colder and
- 00:29:31colder markets on more and more
- 00:29:33expensive media channels that you can
- 00:29:35continue to outspend and earn a profit
- 00:29:38and you might be wondering why doesn't
- 00:29:39anyone do this well it's usually an
- 00:29:41entirely different skill set and there's
- 00:29:43usually fear associated with the actions
- 00:29:45that most strongly increase LTV so
- 00:29:49changing or raising prices something
- 00:29:51that most business owners are terrified
- 00:29:52of it's one of the strongest levers on
- 00:29:54lifetime value and yet no one does it
- 00:29:56and so they instead are like how can I
- 00:29:57get you cheaper leads because they had
- 00:29:59this one campaign this one time that
- 00:30:00kind of worked and then they're like I
- 00:30:02wish it was like that time it's kind of
- 00:30:03like their heroin addicts where like the
- 00:30:04first time they're you know they're
- 00:30:05chasing the first high and everyone
- 00:30:07every marketing campaign after that uh
- 00:30:09they're trying to get lead cost to that
- 00:30:10low it's never going to happen again
- 00:30:12just get over it the first time you send
- 00:30:13any kind of AD in a new market or you've
- 00:30:15got a new offer it's always going to do
- 00:30:16the best that's not going to be your
- 00:30:18your stabilization point it's going to
- 00:30:20get worse and so you have to build the
- 00:30:22business to accommodate that rather than
- 00:30:24stomp your feet and wish that leads were
- 00:30:26cheaper oh yeah man I love this one all
- 00:30:29right so affiliate models that work all
- 00:30:33right so we're talking about getting
- 00:30:34customers Stupid Fast all right one of
- 00:30:37the highest leverage things you can do
- 00:30:39is go to somebody who's already spent
- 00:30:41years developing your audience and then
- 00:30:43just ask to be promoted in front of it
- 00:30:45now there's a number of ways of doing
- 00:30:47this of course you can go for the Mega
- 00:30:49influencers and things like that the way
- 00:30:51that I have built every affiliate
- 00:30:52business that I have run has been not
- 00:30:54going after the Super Affiliates but
- 00:30:56instead trying to AG at many smaller
- 00:31:00businesses or nodes of new Revenue so
- 00:31:03there is a business right now that
- 00:31:05already has all the customers that you
- 00:31:06want and they don't have your product
- 00:31:08and you would both benefit from
- 00:31:09collaborating rather than competing and
- 00:31:12so here's the issue if I were to get on
- 00:31:15stage in front of a thousand business
- 00:31:16owners and say raise your hand if you
- 00:31:20have a deal where if someone refers you
- 00:31:22a customer you give them 20% half the
- 00:31:24remov raise their hand they'd be like oh
- 00:31:26yeah I do that and be like okay
- 00:31:27everybody is raising your hands why
- 00:31:29don't you go refer a customer to one
- 00:31:31another and then the hands go down
- 00:31:34because no one cares no one's going to
- 00:31:36say okay I spent all this effort all
- 00:31:38this time to build trust advertise sell
- 00:31:41create a relationship and I'm just going
- 00:31:42to hand them to you for 20% of your
- 00:31:44ticket what do I care right I'd rather
- 00:31:47just not even introduce the variable
- 00:31:48just keep living my life and so if you
- 00:31:50really want Affiliates to work you have
- 00:31:52to make it so good that it hurts all
- 00:31:55right and when I say that I mean you got
- 00:31:57to give the affiliate so much that
- 00:31:59you're like man they're going to make a
- 00:32:01killing on this and this is how I like
- 00:32:02to do it so let's say that you've got a
- 00:32:05product all right that has uh let's see
- 00:32:08if this drawing will actually work out I
- 00:32:10don't know this is why I draw on an iPad
- 00:32:12normally okay so let's say that we've
- 00:32:15got your
- 00:32:17product and you've got kind of four
- 00:32:20components to it right I guess this is
- 00:32:22more than four is it four no it's eight
- 00:32:24whatever you get the idea all right and
- 00:32:26you sell this thing for whatever
- 00:32:29$1,000 okay so what we want to do is
- 00:32:32we're going to say we want to take this
- 00:32:34corner and we're going to peel this
- 00:32:36thing off all right so this is just
- 00:32:37going to be a little side project that
- 00:32:39we have here just pretend that's a cube
- 00:32:42this is still a and instead of saying
- 00:32:45hey man I'll give you 20% give them 20%
- 00:32:48of your product and give them
- 00:32:51100% here what I'm
- 00:32:54saying if I were a masseuse and what are
- 00:32:58all the things that I do okay I might do
- 00:32:59sports massage I might I might have the
- 00:33:02the the lotions and the oils I might do
- 00:33:04the the hot stone thing right or I might
- 00:33:06be selling you know 10 10 Massage
- 00:33:09packages or 20 Massage packages whatever
- 00:33:12I would go to a business owner and
- 00:33:14instead of saying hey I'll give you 20%
- 00:33:17uh if you send me somebody who gets a
- 00:33:19massage I would say hey man um why don't
- 00:33:22you sell all your customers three
- 00:33:25massages and you can sell it for
- 00:33:27whatever you want
- 00:33:28from me you can keep all the
- 00:33:31money oh wait so this is like a well how
- 00:33:34much can I charge whatever you want but
- 00:33:36it's got to be at least this so that
- 00:33:38minimum is whatever your price is
- 00:33:40because you don't want to get cheap
- 00:33:41customers in so let's say that your
- 00:33:43price is uh is $100 so you say you have
- 00:33:46to be able to sell uh those three
- 00:33:48massages for at least 300 you can sell
- 00:33:50for 500 you can sell for 300 you'll keep
- 00:33:52the whole 300 I just need to make sure
- 00:33:53the Price Is Right so it's the right
- 00:33:54people so let's say these guys are like
- 00:33:56oh my God these guys are nuts I'm gonna
- 00:33:58sell these three Massage packages for
- 00:34:00$500 and I'm gonna keep all of it you
- 00:34:02know what I would think to
- 00:34:04myself what's my cost so the cost of a
- 00:34:07massage let's say that you uh you you
- 00:34:09you pay your your your massage maybe
- 00:34:11it's you right let's say you pay $30 per
- 00:34:14massage and hard cost in terms of Labor
- 00:34:16okay so would I pay
- 00:34:19$90 to get somebody to do three sessions
- 00:34:23with me that paid
- 00:34:26$500 for those three sessions well that
- 00:34:28sounds like an incredibly qualified lead
- 00:34:30to me and not only is it $90 it's $90 in
- 00:34:34no other work I'm not making ads I'm not
- 00:34:38running them and buying media I'm not
- 00:34:39building landing pages I'm not working
- 00:34:41leads calling them sending them I don't
- 00:34:43have any of that they already paid
- 00:34:45they're going to show and so all I have
- 00:34:47to do is just have an easy handoff where
- 00:34:49they can just schedule them onto my
- 00:34:50calendar and then they've already paid
- 00:34:52so the likel they show is fine and the
- 00:34:54rest of it's automated when that happens
- 00:34:56and then you make this offer hey man and
- 00:34:59you do that to a 100 businesses there's
- 00:35:01a lot of businesses who are like oh I'm
- 00:35:03down to sell something for $500 and do
- 00:35:05no work and there's something mental
- 00:35:08about you don't split it with me just
- 00:35:11take all the money it's a very different
- 00:35:13vibe and so what ends up happening is
- 00:35:15they either use it as an upsell
- 00:35:18or they include it in their $1,000 thing
- 00:35:22and they put your thing in and they
- 00:35:24charge the th000 and give them the three
- 00:35:26massages you don't care either way you
- 00:35:30have a $90 cost of getting somebody who
- 00:35:32spent a lot of money and is perfectly
- 00:35:35qualified for whatever your next thing
- 00:35:36is and so then you just do the math and
- 00:35:38say okay well I know that I convert one
- 00:35:41out of three of these people one of
- 00:35:43three into my $2,000 thing which means
- 00:35:47that my cost to get a customer here
- 00:35:49would be 3 * 90 which is
- 00:35:52$270 so would I pay
- 00:35:54$270 to get $2,000
- 00:35:57hell yeah I would and without any of the
- 00:36:00work of course and this is how you build
- 00:36:04an affiliate model that gets you
- 00:36:05customers Stupid Fast and gets you
- 00:36:07Affiliates who are trying to fill up
- 00:36:09your calendars because it actually makes
- 00:36:11sense for them now so if you're going to
- 00:36:13have Affiliates do it like you mean it
- 00:36:15it has to be incentivizing enough to
- 00:36:17change their behavior or it's useless
- 00:36:20it's kind of like these these uh these
- 00:36:22you know coupon codes that I see people
- 00:36:23give out to like influencers it's like
- 00:36:2510% off it's like
- 00:36:28who cares like it like either I'm going
- 00:36:30to buy the jacket or I'm not 10% is
- 00:36:31probably not going to move the needle
- 00:36:32for me at all now for me discounts have
- 00:36:35to be 50% or higher for in my opinion
- 00:36:37for a real change in Behavior we get a
- 00:36:40massive increase in demand and so I
- 00:36:42don't want to take that off my main
- 00:36:43thing I want to peel my main thing and
- 00:36:46then give 100% of that and so this next
- 00:36:49one is truth and you're like what is
- 00:36:51that even mean how is this going to get
- 00:36:52me customers really fast well well lies
- 00:36:55will certainly get you customers pretty
- 00:36:56quickly but it also ruin your reputation
- 00:36:59so you want truth to be your greatest
- 00:37:02Ally not your greatest liability because
- 00:37:05I will tell you a secret about
- 00:37:06advertising nothing sells like the truth
- 00:37:10and so one people talk about being
- 00:37:12authentic well if you want your
- 00:37:14advertising to be authentic just say
- 00:37:16what's true and what's interesting is
- 00:37:18that a lot of people won't tell the
- 00:37:20truth about the things that actually
- 00:37:21could help them so like if you're a
- 00:37:23small business and you're getting
- 00:37:24started say so if you
- 00:37:28um if you don't have a huge amount of
- 00:37:30capacity because you're small say so not
- 00:37:33having a lot of capacity increases
- 00:37:35scarcity it means that there's fewer
- 00:37:36slots available not having a lot of
- 00:37:38capacity indicates that there's probably
- 00:37:39a high level of personalization and
- 00:37:41Personal Touch being a small business
- 00:37:43for many people is a pro there aren't as
- 00:37:45many people are like buy big corporate
- 00:37:47buy big corporate no people are like Buy
- 00:37:49Local Buy small business right they
- 00:37:50support small business and so like a lot
- 00:37:52of what people think are negatives are
- 00:37:55actually things that make their offer or
- 00:37:58their business more compelling
- 00:38:00especially to the Right audience and so
- 00:38:03you want to arm yourself with truth and
- 00:38:06think about how many different things
- 00:38:07are true and if you want to get really
- 00:38:09nasty with it you want to tell the truth
- 00:38:12that also isn't as exciting upfront so
- 00:38:16that when you sell your second piece of
- 00:38:18Truth they will then believe you that
- 00:38:20much more so I'll give you an example so
- 00:38:23I remember we had a a location that had
- 00:38:26bad parking and so we would say stuff
- 00:38:29like listen we have you know we don't
- 00:38:32have the biggest parking lot or we're
- 00:38:33not the biggest gym in the neighborhood
- 00:38:35you know we don't have more equipment
- 00:38:36than the guys down the street but you
- 00:38:38know what when you walk in this store
- 00:38:39you're going to forget about all of that
- 00:38:41because you're going to have so much fun
- 00:38:43you're not even going to care because
- 00:38:46this is a damaging admission it's X bad
- 00:38:49thing here I'll show you the equation
- 00:38:50for
- 00:38:52this I'll show you the formula for this
- 00:38:54so it's bad
- 00:38:58bab
- 00:39:00bad
- 00:39:02but
- 00:39:04good so but is an amplifier for this
- 00:39:08word so if I said I have an incredibly
- 00:39:12short temper I am
- 00:39:15impatient and I don't shower very much
- 00:39:19but I will be able to now you want this
- 00:39:22to be relevant to the damaging
- 00:39:23admissions
- 00:39:25so but I make you laugh but I will make
- 00:39:29you laugh your ass off all night for the
- 00:39:31price of a couple
- 00:39:33beers if you say that those negatives
- 00:39:38then are diminished and the good thing
- 00:39:41is Amplified and so if you know that
- 00:39:44you're going to tell the truth and that
- 00:39:45people are going to find out about this
- 00:39:47anyways you might as well be the one who
- 00:39:49controls the narrative and you can frame
- 00:39:51it in a way that that bad truth helps
- 00:39:55amplify your good truth obviously come
- 00:39:58from the the fitness space and so the
- 00:39:59examples that I think of um are there
- 00:40:02which is sometimes you know like a one
- 00:40:04of the gym owners was not like super in
- 00:40:06shape they'd be like hey I'm not the
- 00:40:07most in shaped guy but we have more fun
- 00:40:11at our gym and people get great results
- 00:40:13even though I like donuts a lot still
- 00:40:15and so what happens is people are like
- 00:40:17man this guy's so authentic and if you
- 00:40:19don't say it they're going to think it
- 00:40:22so you might as well account for it up
- 00:40:24front answer the why should I listen to
- 00:40:26you or what about about this big flaring
- 00:40:29problem that I can obviously see you
- 00:40:31want to control the narrative and make
- 00:40:32that thing into a weapon for you make it
- 00:40:34into an asset that serves your purpose
- 00:40:37rather than something that cast doubt in
- 00:40:38the prospect because if you claim it
- 00:40:41they they like I don't know why this
- 00:40:44works this way but it's kind of like
- 00:40:45Eminem when he when he said all the
- 00:40:47negative things in 8 Mile that anyone
- 00:40:48else could say about him so no one else
- 00:40:50could say anything bad it's like if you
- 00:40:51claim them then people can't hold it
- 00:40:52against you and the hardest thing in all
- 00:40:55of marketing is getting someone to
- 00:40:58believe you and so everything that you
- 00:41:00can do to increase trust is one of the
- 00:41:02best investments you can make in an
- 00:41:04advertising campaign in general and
- 00:41:05ultimately in building a brand the truth
- 00:41:07isn't just a good strategy it's the only
- 00:41:10long-term
- 00:41:11strategy and it just takes people a
- 00:41:13different amount of time to realize it
- 00:41:16and once you've activated Affiliates
- 00:41:17once you've given away crazy amounts of
- 00:41:19stuff for free once you've doubled down
- 00:41:21on the right people who are high
- 00:41:22leverage in the position once you've
- 00:41:24made the truth your Ally and you put
- 00:41:27your negatives out in the marketing so
- 00:41:28that people believe the good stuff that
- 00:41:30you say and you focused on doing more
- 00:41:32and doing better you're going to start
- 00:41:34getting more customers than you can
- 00:41:35handle and at that point you're going to
- 00:41:37want to have a playbook for making so
- 00:41:39much money that it should feel illegal
- 00:41:41and if that's you watch the next video
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