Why You Aren’t Getting as Many Leads as You Want

0:00One of the reasons that you're not getting as many leads as you want is fundamentally because not enough people know about your stuff. And it's very easy for me to say this, but it's like you have to really internalize how unbelievably large the market is and how small and and ephemeral our attempts at being known are. And so I'll tell you what happened at the last launch two years ago. I had people still coming up to me on the street and 19 out of 20 who'd come up to me, I'd say, "Hey, you coming to the book launch?" And they'd be like, "I didn't even know you wrote a book." And I'd already had offers out at that point and I was, you know, advertising my face off for last launch and no one knew. Now, this time I had a slightly higher percentage, probably like one of four had heard that I had a book launch coming and three out of four still didn't. And I say that having spent like $4 or5 million. And these are people who already know who I was. still didn't even know that I had a book launch coming. And again, I I bring this up because so I I so many times I hear the like, I think I've saturated my market. I think I don't think there's any more people who could find out. And it's like, you're just so wrong. And I I just I want to give as many of examples to blow that blow that belief out of the water as I possibly can. And so to to further reinforce this, you guys may not know this, but a month before the lead's launch last year, we actually had a leak. And so what happened was one of, you know, one of the one of the people on my team was kind of getting everything ready on Amazon uh to launch the book, obviously, you know, release it. And the way Amazon books works, I won't bore you with it, but you have to basically upload the book ahead of time.

1:36And they accidentally set it up as live. And so they didn't realize that they had done that. And so for 24 hours, my leads book, which I had been keeping in secret and I've been, you know, preparing all this like whisper tea shot, all this stuff. 72 people bought the book in like 60 minutes and I was, you know, a month plus out and I was like, the launch is ruined, you know, like, oh my, like the book's going to be out there, like the whole thing, right? Here's the funniest part of all of it. Nothing happened. And I'll tell you, I'll tell you what what gave me peace at night was I realized that somebody would have to take the book and then they would have to begin promoting it. They would have to start advertising it because I was out here shouting from the rooftops that my book was coming out. And it was this big event, this big thing. And still 19 out of 20 people had no idea who followed me, that I even had a book. And so this these 72 random strangers who who did actually buy the book ahead of time, I saw one guy commented on a LinkedIn post. He was like, "How is this somehow already in my Kindle?" And I was just like, "No one comment on this guy's saying." And um but as a result, it was this really it was this very valuable lesson for me of like no one knows you exist. No one knows your business exists. No one knows what you're up to. Everyone's obsessed with their own lives. And it's like we have to put so much effort into becoming known um that we we just typically wildly under underestimate the effort.

3:07That's all I can say is that like I knew that it would be a lot of work to to build the brand that we have now and it still pales in comparison to how much work it's actually been.