1 Hour of Alex Hormozi on Getting Customers

0:00Most of the crowd was in India. They want to land US clients. What should they focus on first? What's that first leverage point to build credibility and momentum to help them get US clients being in India? >> Speaking English without an accent. >> Anything else other than that? >> By far the number one. Real. If you speak If you look Indian and speak American English, no one will even think you're Indian.

0:26And you'll be able to charge US prices. The only reason that someone would even charge Indian prices is because I mean, no one in America would think to to pay Indian prices to somebody who lives in America. >> Do they have to leave India to >> No. >> [laughter] >> Do you need to leave like Do I need to leave Vegas? Who here is from Vegas, right? Like >> [laughter] >> Thanks, Frank.

0:53He's like, right down the road, actually. No, but like just about everyone else here found me on the internet, same way they would find them. So, like just like it would be like I'll Let me say it differently. If you spoke um Russian and you're like, how do I get access to the US market? Well, I would make sure that my profile was all in English, and I'd make sure my videos sounded like I was an American, and if those things were true, how would anyone have any idea that I lived in Russia versus here?

1:24>> I had some clients who had this issue, that's why this question came into They were like, "Oh, you are in India. Why do you need to you know, get paid $5,000 for this particular project? Your expenses are less, or you are >> Yeah. >> Yeah, you can manage with that and all. So, even if they have a good English, they still have >> Well, that's them, though. That's a sales issue. So, like you're 20 years old, why should I pay you $100,000? You live at your mom's house. I would just say like, "Do you want the AI or not?"

1:51And if you're good, they'll want it. So, I mean, we always still sell the value. That's never going to change. And if they lose the frame, that's on them and they lost something earlier in the sale, they lost trust and this is just a reason they're using to get out of the sale. But like if someone believes that you can help them and they can ascribe some value to the amount that you're going to help them with whatever your proposed solution or product is, then the delta between how much they think you can help with some relative risk associated with how likely it is to occur and then what percentage of that gain they're willing to give you, that's the value that you can charge.

2:21I think that being able to say this do all of that, you could have somebody who has an Indian accent absolutely do that. I think it'll be harder. And so if I had to pick of all skills to gain access to the US market, that would be number one. That's amazing. Dacian Floria. All right, let's see what Dacian's up to. 80% margins.

2:46Wonder what this business is. Dacian, what is LIMS Plus? >> Well, it's an environmental testing platform >> Okay. You bet, man. Come on. Okay. So 200 Well, thank you for donating books, which I super appreciate. All right, you got 5 minutes, so let's rock and roll. So you have a a testing platform, got it.

3:12You're running 80% margins, which is super super impressive. What's the issue right now? What are you trying to get to? >> I try to make money. >> [laughter] >> Well, the biggest problem I have right now is that I have this software platform >> Yeah. >> B2B labs, like they are enterprise. >> Uh-huh. >> They have like usually two to three people or maybe more that I have to talk with to get a deal done.

3:35>> Yeah, that's normal. >> The deal size is starts at 50K up front and then it can go to like 100K. >> Yeah. >> And I go into one annual recurring revenue of 50K usually for this type of clients. >> Cool. Okay. >> The problem I have is that I don't have anybody in the pipeline and I don't know how to get them in. >> [laughter] >> Yeah, you're like I've got this great business there's no one no one's buying it. So, is it 250k a month or 250k a year right now that you're at?

4:03>> A year. >> A year, okay, got it. So, you're really not getting that many clients if that's your price point. Okay, understood. So, what did you do to get these What did you do to get these first clients? >> So, first client was luck via cold call. >> Okay. >> And then the second client was same cold call and the third one was trade show. So, I have three customers right now. >> Okay, heard okay. So, you've got cold call, trade show, and what was the other one?

4:31>> Cold call as well. >> Okay, so how many cold calls did it take to get you the the the one deal? >> Well, it was a while ago, probably around 100, but it was luck. >> I mean, dude, that's how it works. You did I mean, you're like, I did 100 and then one of them bought, it's luck. It's like, no, you did 100. >> [laughter] >> They're like, if you called one and one of them bought, that would be luck. If you call 100 and one of them bought, that's just a process.

5:00So, let me let me ask you this way. So, I've I've said this before, but it's super common for sub a million, which is that what feels like volatility is actually a symptom of insufficient volume. I mean, you're not doing enough, which is what makes it feel erratic. And so, it's like you did 100 and you got one and then you did other cold calls and you got the other, right? >> Yeah. >> Okay. So, how many cold calls did it take you to get the second one? >> Probably around the same.

5:25>> Okay, so that sounds lucky though. The second one sounds lucky. The first 100 you get one, you know, that is You know what I'm saying here? You made 200 calls, you got two customers. >> Mhm. >> So, the question then becomes what stops us from doing 10,000 calls? >> Well, one would be that >> You need leads. >> I'm not that good at call I need

5:50>> What did you got? One? >> second visit >> Dude, what one person conversion on cold calls by the way? Fine. Totally fine. On a 50k, 100k price point? Totally fine. Do you think about it like this? You're making $500 a dial. >> Yeah. >> Yeah. That's That's pretty good. For a dial, I don't know about you. If I want to go out to dinner tonight, I'll be like, "Okay, I'll make one dial. There we go.

6:19I covered my dinner." Right? >> interesting way to think about it. >> Of course you have to think of it because you've gotten in your head about this. Like if every time you make 100 calls you get a you get a deal, then it's like how what how how do I need to game this for you so that you just make 100 100 calls every day. >> Mhm. >> Okay, so what you have We've 60 seconds. So, what's the thing that's holding you back from just saying like yes, that makes sense?

6:44>> Well, that makes sense, but I don't know how to get myself leads. >> Okay. If Right, then that's the leads list. Yeah. >> The second problem is how do I position myself of what attraction offers can I create so it makes sense for these guys. >> Well, for a bigger for a bigger company, a waved fee structure, which is the third fee structure that I talk about inside of the continuity section for money models, which is you have a big upfront nut. You say, "Hey, it's $50,000 for me to do this whole integration, and then it's $5,000 a month month to month." Right?

7:19It's like or >> Mhm. >> if you want to commit, I'll waive the $50,000, but you got to commit to the whole year. >> Yeah, but they they anyway would do that because all their data is in our system. >> Right. Well, the thing is is but you're but you're just No, no, dude. I I get it. The the way that a money model works from a positioning perspective is that you don't like whenever you give someone a choice, it doesn't mean that you're saying you actually give them the choice. You give the illusion of choice that then obviously selects or waits for one of the selections.

7:52>> Mhm. >> So, you'll basically the question that you had is how do I get more of these people to sign up? How do I make it more compelling for them? Well, if they think that they're getting some something that costs $50,000 to set up for free, they're far more likely to do it than just saying why I do that anyways. Just like yeah, no [ __ ] but the problem is that they don't know that. >> Mhm. >> I'm saying? >> Yeah, makes sense. >> Okay, so I'll give you let me >> put this into an ad or something?

8:18>> No, I think I actually don't know that's this is more for the mechanics of of how you actually close when you when you get into the into the into the thing with them. >> Um but let's solve the original issue really quickly. We are over, so I'm going to just make this as fast I can and I got to get to the next person, okay? So, number one is I would say uh list brokers, you can do that. Number two is you can scrape using software. Uh number three is that you can go to uh people who own groups or communities that and there always are some. You just look there's look there's some on school, there's some on LinkedIn, there's Reddit, whatever, right? There's definitely communities for these people.

8:49And then you want to pay the group owner to basically make an ad inside of the group. Those are three different places that you can look at right now to go get leads. >> Okay. >> Cool. Also, highly recommend flying out there and saying, "Hey, it's you know, you find out that they're in California, you know, like in Los Angeles." You say, "Hey, it's so crazy. I'm actually in LA this week. I figured that might be I'm happy to happy to swing by while I'm in town." And if they say yes, then you just fly there.

9:16Okay? [laughter] That's how that works. >> Good one, yeah. >> Yeah. Rock and roll, man. Appreciate you. >> Appreciate you, too. >> Thank you for donating to Book Station. Oh, thank you. I appreciate it. All right. >> I sell outdoor lighting to homeowners. We do 880,000 revenue. About 40% is in the holiday season doing Christmas lights. Um The problem is we don't have enough leads in the not holiday light time of year. >> Yeah.

9:41>> So um the first half until basically now >> fixed this business so many times. Do you want me to walk you through it? >> Yeah, for sure. >> Okay, cool. Um >> [laughter] >> So basically you have you have one kind of existential uh decision that you need to make which is are we going to be full-time lighting which there's nothing wrong with that. Look the Halloween store. Like they're open 2 months a year and they just murder it and that's all they do, right? >> Mhm. >> The alternative is that you basically have um a home team that goes from lawn care and other home services to uh you know lighting because the the lawn care guys have the equal opposite issue. They're like, "Okay, well there's grass that's growing 9 months of the year and then it's holiday season and what do my guys do for 3 months or 4 months depending on whatever geographic area you're in, right?" And so um I'll tell you which one I prefer. I prefer the keeping the holiday season business

10:29>> Mhm. >> year-round and I'll explain why but either option works. I just want to be really clear about that. I like thinking about it. How many months of the year are you doing the lights? Three? >> Yep, 45 days basically. >> Perfect. So instead of So the way I think about it is how can I take how can I equip my existing team with as many skills as possible so that the other 10 months of the year all they're doing is getting business. And so like the perfect business in the world is you sell all year and then you don't have to deliver for this much. It's an amazing business.

10:58You just collect cash all day long, collect cash, collect commitments, collect cash, collect commitments all year round and then you boom and you basically earn the living over the next 45 or 60 days and then you go back into the sales cycle. And so that's one way of doing it. I like that cuz it's such a simple like you just have to think about one thing for 10 months which is marketing and sales. >> Yeah. >> And that gets pretty nasty and the cash flow is really good. The alternative obviously is you're like, "Okay, well these guys don't have these skills."

11:24Which then begs the next question is what type of talent would I need to facilitate model A versus model B. Right? If you have model B which is maybe maybe you have lower skilled people who work for you right now. Then it's like okay, can I buy some lawn mowers? Can I buy some landscaping stuff so that I can give them something to do for the other 9 months of the year? >> Yeah, so we were doing lawn care and picked up Christmas lights to fill that gap. Well, where I live in October you have to do both. So I got rid of the lawn care.

11:50>> Okay. >> Well, just do just Christmas. >> And you made better margins and all that stuff. >> yeah. Yeah, yeah. Yeah. So that was awesome. So what we're doing now is project-based permanent lighting jobs with the exact same team. So we can literally just shut it down as soon as Christmas time starts. >> Cool. >> So I guess where I'm what you're saying would be just sell Christmas all year. Which is like really hard to sell this time of year. Really like super easy to get leads in Christmas.

12:16>> Yeah. >> So my thought was sell permanent lights. >> Uh-huh. >> And then also 50% of them still get Christmas lights. Um but >> Why not do that? >> That is what I'm doing. >> Well, great. >> Well, so the the problem is the leads problem. >> Okay. >> So I'm running out of Christmas light customers to sell landscape lights to cuz that was a natural first like easy to get them. Well, I'm running meta ads. >> Uh-huh. >> Um >> So leads in for permanent lights, okay. >> Yep, exactly is the problem. So what I'm trying to figure out is is the problem like lead magnet issues or landing page issues is where I'm at, I think.

12:46>> Great. So now we're now we're in the meat of it. Great. >> Yeah, yeah. >> Uh no, I I'll bet you that the creative is probably not that good because I think it's a pretty easy thing to sell. >> Yeah. >> The permanent lighting like you just show a house before and after. You show the dark before and after like oh look, lights. Nice thing is it's very visual. >> Yeah, yeah, yeah. >> think that I actually think that the ads is probably the issue. What's the lead magnet you're offering right now? >> Uh we come to your house to do a free demo so you can see how it looks. >> Yeah. >> Um I'd probably try and enhance that offer.

13:13Um the nice thing is in local markets it's very offer driven. Um and so I'd have to think more than three minutes, you know, two seconds about it um cuz it'll be the front end of the whole business. Um but it would probably be some element of like some amount of lights that come for free. Uh so like like I think something that would murder would be like can I light someone's like not their deck, but like maybe they're the side like from the sidewalk to the house or can I just light the driveway?

13:44Like some small element. So we talk about in the in the leads book. Um a lead magnet either be a trial of something. It can be one part of a multi-step process. Um uh or it can be a third thing. But for yours, I think the Thank you. Uh one step in a multi-step process. That's why I wrote I wrote it down so I don't have to remember it. Uh Um but I think like if I can if I wanted to because like I'll I'll prefer to start with a banger offer and then add friction uh because the thing is just like you can say I'm going to give this away, but you don't have to give it away to everybody. You can say I only give it away to houses that are over X. And you can have people put their address in and then run an API to Zillow, look at home value, and then rank order the leads based on value of home, and then basically prioritize those leads ahead of time. And so you can go to those, you know, those houses first and probably sell much bigger bigger packages overall. But I think that like if I'm struggling to get leads, I just need them to say they want lighting. I don't really care how they say they want lighting. I just need them to say they want it and then the sales process takes care of the rest.

14:49>> Mhm. Cool. >> Do you like that? >> I'm just trying to process it. >> Yeah, yeah. Like how that would go I mean you're 100% right. That's the problem is people once they say they want lighting selling it is easy. >> Yeah. >> So I just got to get them to say it and put their phone number on there. >> Exactly. So give them a crazy So give them a much better offer than I'll give you a free sales pitch. >> Yeah, yeah. Yeah, yeah. >> No, I'm just being real. Like that's So fundamentally that's it. So I think yeah, you say like we will we will do the install for free. You just cover the cost of the lights

15:15>> Mhm. >> for this tiny amount. See how I'm developing it now? I like it. All right. Now you can put the markup on the lights and put zero on the labor. It doesn't matter either way. You just basically mix and match how you're uh uh showing the money. And that way you'll still break even on that first thing and you'll just know that one out of two or whatever it is who buy the first thing buy the 10 times bigger package and then that's just math. >> Cool. >> I see. I like that. >> I like that, too. >> Awesome. Thanks. >> The >> [laughter] >> Questions? Preguntas?

15:39>> This is um pretty topical. Which one of these will provide the fastest ROI from the start? Meta ads, Google ads, Google search ads, or cold email? It's so general. For what business? For what do you have? Cold email? >> The fastest ROI from the start? >> Yeah. >> W- Was Was ads one of them? >> Yeah. Meta, Google >> Well, ads is the fastest. There's no I mean no question. But the thing is this ads require skill. I mean that's like So, like assuming you had maxed out skill, like that's that's what's so difficult because like if you were the if you're if you're Mr. Beast and you're the best content creator of all time, you can just make one video and just go super viral, right? And so then in that instance like that would be the cheapest and fastest. Is it likely? No. Uh I see outbound, in my opinion, as the as the as the beginner's play to learning how to get customers. And I like this because it teaches volume and it teaches you how to sell to cold prospects.

16:32Because if you've ever gone from cold outbound to when you make content, which you I recommend people do both of those things together. Uh and the reason I like having even what I consider a base level of content, not like oh I'm going to make content so I can get customers, I like to start with you're going to make content so you look like you're alive so that you have a pulse, okay? And we have a pulse so that that content acts as lead nurture not as top of funnel. So, what happens is you're going to do your outreach. What do you think the first thing they're going to do before they respond to your outreach is?

16:58They're going to click your social profile. Cuz your prof- your social profiles now have become the de facto website, right? Who is this person? What are they about? Well, I'm going to go just consume some stuff and figure out what they're about. >> Right. >> If you if they go and they see the last post you had is May and it's August, they're like oh this guy's like not even legit. >> Right. >> Right? And so you just want to have a baseline of like at least I mean it sounds crazy but like I don't know, at least every 3 days, you know, two two or three times a week at minimum that you make a post on at least one platform.

17:24Um and ideally link that platform to whatever your outreach mechanism is. And if you're doing outreach on a platform, then that should at least be the platform. Like if you're on LinkedIn, make some LinkedIn content, right? Um and so those things have to work in parallel. The nice thing is that the content will bring you deals. It will. But see those in the beginning as uh you know, pops. They're more like they're inconsistent, but they'll come in. Uh over time it'll snowball and become, you know, overwhelming and that's the goal, right? But outreach will teach you how to sell cold. And I want to I want to give you guys a huge a huge business like metal lesson here.

17:51Or at least something that I've learned that served me well. She's take it if you want. Sell warm like cold and you will always convert maximally. So what happens is and this happens a ton with people who are like content creators and things like that is that if they've never sold to cold traffic, they've never sold via outbound, they've never sold via ads, they get spoiled with warm traffic because they don't have to have process. People come on there like, "Oh, I love your stuff." You're like, "Thanks. I mean, yeah. So I was thinking like want to talk about the the product?" "Oh yeah, sure. Okay." And then they and then they they're like, "Dude, I closed I dude, I close everybody." It's like it's them taking it as a as a superstar and they have hot like, you know, scalding hot audience.

18:28It's like, "Duh." If you like you need to get out of the way. Like you probably just have a transaction they'll do it, right? But the thing is is that when you apply that process to cold, you're screwed. >> Yeah. >> The flip side though, if you learn how to sell to cold, when you have warm, then you just convert like a [ __ ] >> Yeah. >> And that's the thing is that you want to always approach it as though no one knows who you are. And the thing is is that somebody who does know who you are won't be bothered by you saying, "Oh, you know, I'm Alex Hormozi on acquisition.com. We have a portfolio that did $250 million last year in aggregate revenue.

19:00Um and one of the reasons we're able to do that is because we know how to extend LTV. And so in this particular instance, we sold in our portfolio company. We widened. We did this thing. Great. So let me show you six things that we do to increase LTV, right? And so I have that frame though, and the warm people are like, "Well, yeah, I know he owns that stuff and that's great." The cold people, right, are like, "Oh, well, now I know why I should listen to this guy." >> Correct. >> So, I like to make sure that I have both those things together. I think that's also covered in the branding playbook.

19:26>> By the way, um that Alex's point is very, very important because I've seen, especially in direct services, most direct service professional services, real estate agents, mortgage brokers, coaches, consultants, attorneys, CPAs, they will take they run their businesses on on referrals, and they will show up to the referral just based on the warmth of the relationship. Now, or if it's a friend, and then you get mad that your friend did not hire you, right? And that's because you treated your friend like a warm lead and not a cold lead. You didn't actually show up and say, you didn't deliver the full listing presentation of the full mortgage package, you didn't deliver that. Now, that is just an overlay. You can say, "Hey, even though even though we are great friends, I want to show you the process that we run our clients through to get XYZ result result." And then at the end you can say, "Now that I'm as your friend, I will tell you I care more about this than anything else." You get both in this, but you still have to deliver the full cold process. Um

20:18>> Treat warm like cold. >> There's a I'll do a very tactical one. We see a bunch of real estate agents on here asking about hey, they're doing the same thing. They go look at the house and then send like a pricing estimate second. Please do not do that, right? You You go look at the house, that's great, and then you show up and you deliver the pricing as a strategy, not a pricing as a term sheet. You want to show them a pricing as a strategy because it is a strategy. You're going to deliver on the strategy and they're going to use you to actually deploy that strategy. You don't want to say, "Here's what the market thinks." Most of the Most of the folks that are in market-based things just are work for the market. You don't want to work for the market, you want to the market work for you. And the only way you do that is to show up and actually deliver the pricing to them. So, please don't send pricing to people, show up and deliver that as a strategy so you can deploy it for you. Who do you

21:07>> think is the most suited for like cold outreach? >> It's about ticket size. 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. >> Makes sense. So, like is there like a figure cuz I've noticed the same I figure like our best customers >> 10 grand or more as a rule of thumb.

21:33>> Yeah. That's That's right on the nose of where we're at, too. But, I wasn't sure if you could if there's something I'm missing where you can like make these micro things work. But, see cuz we've taken on like SaaS customers that 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 It's not I mean, you could. It's just not efficient. >> Got you. So, if someone's like they're 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

22:03>> All that about. All outbound. >> Yeah. >> 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 audience >> Mhm. Up to a million. >> Up to a million. A million a month or a million a year? >> Year. >> A year. Do you think that you should always bolt on organic too just to kind of give that like lubrication to the sales process?

22:27>> from like I still like the focus of the of the um of the advice. Yeah. Um It's I just feel like organic is so easy to do at So, I consider organic to have two two levers. Say 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 the purpose of the organic is lead nurture. So, I'm doing outreach as my primary method.

23:01But, 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 uh relevant to your avatar and 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 gal about?

23:29And 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 uh you know, data tracking or any kind of surveys on the way in, they will say that. If you use it as uh as the true like, I want to generate my demand almost entirely from organic, it's 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 enough to show that you're alive, I'm pro.

24:02>> 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 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 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 this setting? Or does this overcome the specific myth or, you know, uh belief that 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.

24:55>> Got you. So, high-level, if you're doing content as not your primary channel, you should still probably do it as like nurture. >> yeah. Have a pulse. >> Cool. And should you do that like omni channel like is it fine if you're just like >> 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 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.

25:20>> Yeah, just keep it minimum. >> Cool. Yeah, that makes sense. Um >> I'm going to tell you how to get your first 10 customers. I used these when I was starting my first business and they still work for our portfolio companies today across many industries. And so today on Hermosi Hotline, [music] I spoke to a small business owner making about 3,500 bucks a month and struggling. So, I showed him how to get more customers without ads, without funnels, and without overthinking. Let's dive in. Tell me about the business. What's the problem? >> So, I run a digital marketing business and honestly, I don't know where to spend the most time to get people in. We run about 3,500 or so a month.

25:53I also have a full-time job with three kids, so. >> Got it. So, you're making 3,500 a month right now? >> Yes. >> Okay. How many hours are you are you spending on it? >> Roughly 20 to 30 hours a week. >> Got it. Can you handle more business right now? >> Yes, I can. I actually had to bring on a team. >> Okay. If you had to bring a team on and you're at $3,500 a month, you're under priced. How many clients do you have at 3,500? >> Uh 20. >> Oh, jeez. Wait, you Who Who are you Are you running ads? Are you like what or just like managing the page?

26:22>> ads. We're just basically managing it for them. >> So, why do you need a team if it's so passive? >> Uh mostly because I don't want to handle the website design anymore. >> Okay. So, when you said team, do you mean you have one guy who's doing this? >> I have three. >> So, three guys making like nothing. >> No, honestly, I have no idea what they're making. It's um >> Well, we're splitting $3,500 and you're running you're running 80% gross margins on it. So, there's only $700 left. You said there's three guys.

26:55>> Yeah. >> So, they're not making anything. My point. >> [laughter] >> Yeah. >> Okay. Okay. There's a whole bunch of things that need to get fixed, but we'll we'll get to that in a second. So, how are you getting customers right now? >> Word of mouth. Facebook sometimes. >> When you say Facebook sometimes, what does that mean? >> Facebook groups. Going in, answering questions, helping out. >> Okay. Cool. So, if you're not the one doing the actual website stuff, what is the 20 to 30 hours a week you're spending on this business?

27:24>> Trying to grow the networking. >> Okay. And that means like in person, like So, I mean, that's that's 4 hours a day, right? I mean, that's that's real time. So, what So, what are you doing every day? >> To be honest, I I don't know. That's why I That's honestly why I need to >> Okay. >> find somebody who knows what they're doing. Cuz I feel like I'm spinning my wheels, man. >> No, you're good, man. You're good. You're good. Okay. I'm going to help. All right. So, we have to pick one of the four promotion methods, okay? So, you can reach out to friends one-on-one.

27:50So, think text, DM, email, phone call. Any of those. When I say friends, I mean anybody who's in your contact list, anybody who's a subscriber to yours on any platform, anybody who's who's ever emailed you in your entire life that's in your Google or whatever Gmail, you know, whatever your email provider is that's ever emailed you. That is That is the first list you make. And then you message all of them with an option to Well, if you want, you can work for free for a period. And then if they're happy with it, they can start paying. The next thing is that you need to raise the price by a ton. So, I mean, for what you're doing, I would say like minimum I charge 500 bucks a month. And right now, you might be talking to business owners who are just not that big either, which means you just have to go after people a little bit bigger.

28:32>> Got it. >> But I mean, if you just do that, if you did nothing else, like if you're spending 20 hours a week and you just spent 4 hours every day just messaging the people saying, "Hey, can I work for free? And then if I do a good job, pay me afterwards at this rate?" I think you'll probably do more than you are now. That's thing one. So, thing two is that I I want you to make the same like make some content, but make the content in those communities. All right? And ideally, I think if you're like you can go after local cuz they'll be a little bit more trust if you're down the road, etc. So, look at the local small business groups on Meta and whatnot, and I would just basically put valuable posts. I would put teardowns in there like look at this website that we redesigned for free. Look at this website that we did, and I think people will just solicit you. Um and then anybody who interacts with it, you can reach out and offer them free stuff.

29:14>> Yeah, sounds good. >> And then when they get on the phone, of course, you can say, "Hey, that's what I'll do for free. I do more stuff for money if you want." And then you can obviously upsell from there. >> Okay. >> That's it. That's all you got like that's where all your attention should be going. One is we got to change the price from 150 to 500. And number two, you can give away a free thing up front into the 500. And number three, uh spend the 20 hours a week uh doing outbound one-on-one. >> Got it. Will do. >> All right, appreciate you, man. No, you bet. Congrats on the business. Thanks for taking a leap.

29:45>> So, I have spent the last this I'm going on my third year of my business um trying to replicate Gym Launch in the pet care industry. Um I am named Dog Co Launch. Not that innovative, but uh so, it is >> It's a wonderful name. >> I mean, I like it. >> [laughter] >> Okay. >> Um so, I do coaching and consulting. I modeled off of I've really tried to study very deeply how you approach Gym Launch from what I can tell. Um I've been really

30:12>> any questions. >> Huh? Yeah, well, I even read Gym Secrets. It was great. >> Good. >> Um So, we did 356 last year. I'd like to break 3 million this upcoming year. Um >> You mean 26? >> 26 million? >> No, no. Yeah, you're welcome. >> sorry. This upcoming year in 2026. Yes. >> this year you want to do 1.2, you're pacing 1.2, and then next year you'd like to do three. Okay, got it. So, what's stopping you? I'm guessing you're not supply constrained.

30:41>> Um At Well, I >> more customers? >> No. >> Huh. Word. Okay. So, uh how are you getting customers now? >> Uh organic. >> Okay, that's why. All right. So, uh just you making content on Instagram? On YouTube? >> Predominantly most of my market's on Facebook. So, I have an interest group for companies that want to grow in the pet care space. Um and I also do a speaking circuit on the four conferences that are in our industry.

31:09>> Mhm. >> Um >> Right. >> my own conference this year cuz I figured I'd >> So, you're saying conferences generate leads. Crazy. Keep going. Yeah. >> Um >> And thought leadership. Yeah. >> Yeah. Yeah. Um so, yeah, organic content has been predominantly how I'm getting people. >> Okay. So, you want to sell more stuff, but you can't sell more stuff because you can't deliver on more stuff. So, who's stopping you from delivering more stuff?

31:36>> So, I'm really excited about the Money Models book because I didn't set up um >> [laughter] >> my original structure. It got me off the ground very quickly. I did this scarcity-based cohort model where it's like 20 25 companies in a group. We launch twice a year. And um it's been a difficult model to continue growing. I'm also the only coach in the business. So, it I'm doing everything >> might be fine. You're just the only person doing delivery.

32:03>> Yeah. Yeah. Um >> So, we need to find another person to do delivery or you need to change how you do delivery. >> [snorts] >> So, I'd like to change how I do initially. I'd like to go to more of an evergreen model where people can join at any point in time. I don't know if evergreen's the right word for it. Um >> Yeah. I mean, that's interesting. Yeah. Sell every day. >> Yeah. >> Yeah. >> That's what I have been considering. Um >> I I don't actually think that's the approach that I would take, though.

32:29>> Okay. >> Um I wouldn't change your selling model cuz you're supply constrained, not demand constrained. So, why would we change anything on the demand side? So, what's So, it's the delivery that's the part that's holding it back. So, what is the delivery right now? One-on-one, one to one to small group, like what's the >> Yeah, so I do a weekly coaching session with each cohort. >> Okay. Of how many? >> I have six active cohorts. >> Okay. And so, you do weekly and it's what, an hour?

32:56>> Uh 90 minutes. >> Jeez. Okay, got it. So, you do one 9-hour day and then the other is 6 days of the week you chill. >> No, I'm doing Zoom calls like 45 hours a week. I do a daily office hour. >> Okay, so then what is the other deliverable besides the 190-minute thing? >> Um So, it's just very high-touch right now. Like I This is part of

33:19>> or are you just and I say this not as a slight, insecure about worrying that they're not going to get value and then you just like keep hopping on a calls. >> That is part of it. I >> Okay. >> In part because it's been so new and I really want to establish like goodwill in the industry. And I've been throwing everything into it, but I've kind of created this monster where it's hard to start to work myself out cuz the expectations on me are very, very high.

33:45>> Who do you think sets the expectations? >> Me. >> Yeah. So, I think we should need to change the expectations of delivery, which either is just stick with what you promised cuz you might not promise nearly what you're delivering. So, if they said yes to it, just meet expectations. >> Mhm. >> Like and that might just mean that you just need to learn a script of how do I deal with people who ask for my time, which is like you route them to a resource or you route them to the calendar when the next time is available.

34:12>> Mhm. Mhm. >> Cuz the thing is is you reward people for reaching out to you quickly by responding quickly and answering their question. And so, then they do more of it. >> Mhm. >> Cuz you've trained your audience to do that. So, you just need to train them to do something else. What are you afraid of? >> Oh, so many things. Um >> [laughter] >> But we don't need to go down that list.

34:36Um I feel But one of my differentiators has been accessibility and >> totally differentiator. >> Yeah. >> In the beginning, when you're an underdog, you do that cuz you say, "Hey, you know, you could go to these guys, but you're just a number. With me, you get my cell phone." Right? But at some point, you get big enough that you're like, "I can't give you my cell phone because I'm good enough and I've proven that." >> Mhm. >> And so you have these cohorts. Um Basically, this is the equivalent of like you can have like there's price raises you can do. You can also do delivery decreases.

35:06>> Mhm. >> Like you're going to keep paying the same amount and you're just going to get less. >> Mhm. >> But the way you're going to pitch it is that you're going to get even more, but rather different. And so whenever I've done a delivery change, I don't position it as "Hey, I'm going to do less of what you liked." I'm going to say, "Hey, I've listened to all your feedback and I'm actually going to change this in a way that benefits all of you guys in these 17 reasons." >> Mhm. >> And it's And what you have to do is you have to position this as a moral high ground. >> Hm. >> Right? And so to say, "Hey, I made a promise to you and I've realized recently that I'm actually breaking this promise.

35:36And so I no longer can stay out of integrity to what I promised you guys. And so in an effort to stick with my integrity, I have to change it to this." And so that way if anyone tells you that that you can't do it or you're saying, "Are you telling me to question my integrity?" And then they're like, "Oh." And so right and they're [ __ ] And so that's the That's actually how you have to roll something like that out. >> Mhm. Okay. Most of my clients know each other. Are there any concerns about clients >> do it to everybody.

36:02>> Okay. Okay, so this would be just broadly. Okay. >> Yeah. >> Okay. Okay. >> Like this is how things were. This new thing has come to my attention. As a result of this new thing, new information, new decisions, new actions. This is what's happening. Here's why it's great for you. >> Mhm. >> 17 more reasons that you didn't expect. In this way I can reinvest in these things that you really care about that I haven't been able to do, which is a promise I made to you that I have been falling short of. >> Okay.

36:26What if they don't feel like I've been under delivering? >> It's not up to them. >> But like the kind of talking the positioning of I'm doing this so that I can fulfill with integrity. I don't know that they'd resonate with that and I'm sorry if I'm splitting hairs. It >> I mean you got to sell you right now. >> How do you mean? >> You're trying to sell me on the way that you don't want to do.

36:55>> Mhm. Mhm. >> You're like I hate this life but I damn it I'm going to defend it. >> [laughter] >> Yeah. >> So like you just have to you have to flip that. >> Okay. >> Fundamentally like you were going to burn out because you don't and like you can't do what you're doing. You would like to help you want to help more dog owners, right? Or dog co-owners, right? >> Mhm. >> Yes. You cannot do that with your current model. >> Yeah. >> So if you said that you have a mission of helping this many people, >> Mhm. >> you currently are out of integrity with that mission. >> Mhm.

37:21>> you change your mission and say I'm actually going to play really small and I'm not going to help that many people and that's fine, or I'm going to provide something different that I think is going to be even just as valuable or even more valuable to you guys in this way. >> Okay. >> And you will lose some people and that's okay. >> Yeah. >> Because you will make room for better people who pay more and didn't come in with the old expectations. >> Yeah. Okay. Okay. Thank you.

37:45>> All right. So I have a school community where I help fishing guides grow their business and I have a question about cold outreach metrics. >> Sweet. You help fishing guides grow their business. >> Yes. >> Dude, that is a niche. All right, let's rock this. All right, so Okay, and you help them with outreach or you're doing outreach? >> I'm doing outreach and I have questions about my metrics.

38:11>> Okay, go for it. So what are you what are you doing outreach on? >> Yep. So real quick I have a 30-second spiel and I'll give you my data here. So I used Google to manually find 700 fishing guides phone numbers and my money model is essentially to give away all the information for free as a decoy offer and then upsell them into a one-on-one coaching tier. >> Okay. >> So I I sent them a message asking if they want a free step-by-step guide to learn how to get more bookings. About 8% of them said, "Sure, send it over."

38:45>> Amazing. >> Then I send them a link to my about page which which converts at about 15%. Uh for that free decoy offer. And then I was able to get a couple people to pay for one-on-one coaching which got me to about $1,000 a month, but my goal is to get to 10,000 a month. So my question for you is should be I be more focused on improving the metrics since fishing guides is such a small niche or I just need to be doing more prospecting?

39:12>> Pun intended. Uh I need a couple quick stats that I I want to get from you. So how much does the average fishing guide make? >> The average fishing guide make probably about 30 to 50 grand a year profit. >> Oh oh okay, got it. So 30k to 50k. Okay. How many actual fishing guides are there in I guess I mean shoot, is it mostly the US that you work with?

39:39>> Yeah, there's from what I can find there's about 10,000. >> 10,000? Okay. Okay, how much money can you help them make? >> Um well I've already helped other people do it. I can usually get them to about 5k per month in revenue, about 3k month profit after about the first 3 months.

40:05>> But aren't they already doing that? If they're making 30 to 50k profit starting? >> Um well I when I I mean they are already a fishing guide and then I'm coming in and helping them scale their business. So, it's not from like literally zero revenue. >> So, let me ask this differently. They're currently making $30,000 a year take home. You can help them add another 30 to 50. Does that sound correct or is that too much?

40:37A for A. Hello. Hello. I think uh I think he cut bait. I think uh I think I I think the line snapped. >> All right, is it working? >> There we go. >> [laughter] >> Reeled him back in. Okay.

41:01Okay. So, did you hear what I said? So, they're making $30,000. They're uh you can How much money do you help them make more than they're current they're currently making? $3,000 a month? Net? >> Okay. Yeah, it's a So, more than they're currently making, I can usually add about an extra $2,000 on top of what they're I I guess the part I forgot to mention is I target underperforming fishing guides. >> [sighs]

41:26>> Man. I mean, you just got to get 10 people to pay you like 500 bucks, 1,000 bucks a month, right? That's what you want? >> Yeah, high ticket. >> Yeah, I'll I'll say this. Don't tell yourself that's high ticket. >> Okay. >> All right, cuz it's not. It's not high ticket. Um it's medium-ish.

41:51Um but, point is this. So, there's 10,000 If your goal is to get to $100,000 a year or 10 grand a month, um you can absolutely do it within this vehicle. Um if you So, you found 700 of them. You think there's 10,000 of these fishing guides? >> Yeah, I've already reached out to 700. I still have a fresh list with like 900 people who I haven't reached out to yet. >> times you're reaching out?

42:16>> Um to that list of 700, I hit them up probably like including follow-ups probably three or four different times. It's pretty much I've milked them for about all their worth now. >> Well, you mean you've done three or four reach outs in total to the list? Or each of those reach outs was like a multi-step attempt? >> Yes. >> Okay. So, I'll tell you what I don't like, I'll tell you what I do like. I do think that the goal of getting to $10,000 a month in this niche is super doable. I don't think you should reach out to the people who are underperforming. I think you should probably reach out to people who are performing well and maybe learn from them um so that you can provide more value.

42:54So, it's like you have a small amount of people who don't make a lot of money and you add a kind you got you add a little bit of money to their business, right? So, if we can like I'd want one of these three things to change. It's like I would like to have a lot of people that I give a little bit of value. I would like to have a small amount of people that I give a lot of value to. Right now, you're kind of like and also all those people don't have money to start with. So, it's like we have three things kind of working against us. We have to fix one of these. So, you can't fix there being more fishing guides. You can't do that. So, you're really just stuck with I can target people who have more money or I can make them more money.

43:27Which of them is more more feasible for you? >> Right. And my big piece of proof that I have, which is I guess it might be a limiting belief on why I don't want to swing out of my weight class, but I am a fishing guide. I've been running my own fishing charter business for like the last 5 years and I'm at about 5,000 a month in profit. So, it feels a little it feels a little weird to go too far above what I've actually done.

43:52>> I don't want to tell you to stop doing the business you're doing. I do think that like is there like what stops you from doing going from five to like 20? >> In my fishing charter business, you mean? Um honestly, I it it's going to sound uh like a like a bad answer, I know, but I have all the work that I want to be able to handle with that business. Like, I'm I'm going to get burned out if I push myself harder.

44:20>> So, I've got a I got a wild idea. What if I mean, you know how to generate demand, right? Cuz I'm guessing that's how you got this business. What if you charged more? >> It would have to be pretty significantly more uh because it's

44:45>> And my first fear would be that it would be uh productized. Uh like, people would compare prices because there's a lot of other fishing guides around in my area, too. >> Yeah. So, what's the first chapter in Offers? Do you know? >> Mm, I've read it about three times. I should know, but I don't know it. >> I'll tell you. The first chapter is you're selling a commodity.

45:10And so, when you sell a commodity, you compete on price. When you sell a Grand Slam offer, you compete on value. And so, to become separate from everybody else in your space, which I think is worth you learning because if you're going to if you're going to help these guys with their businesses, they're all commoditized as well. So, you have to help them out of this commoditized struggle. Otherwise, they're get like, fundamentally, you're just going to help them get to a business that you're currently burned out on. That doesn't feel good, right?

45:37>> Right. >> Right. So, I kind of want you to fix your business, which I think if you do, you will make more money in the short term and long term. >> Okay. >> Which is not the answer that you expected. Um, like, the the simple answer for your current thing, like, uh if I in terms of degrees of of advice, the easiest thing to do would be like, go find more leads, reach out to of of them, and make sure that you're keeping the what the people you got, you can charge 1,000 bucks a month. Okay, fine.

46:05That's like the short-term advice. But, the kind of like medium to long-term advice is we have to figure out a way for you to either target ones that make more money, or help the ones that come in to make more money. The only way to do that long-term is to actually like make more money with your own thing, or help the people that you already have far surpass your existing numbers. Can they pass your numbers? Could you help them if they wanted to? >> Could they pass my revenue numbers, you mean?

46:31>> Yeah, or take home, yeah. >> Oh, yeah, for sure. >> Okay, well then why don't you go help people do that, and then you'll be able to charge more. >> I see. Okay, so help fishing guides surpass my numbers. >> they all beat you. Charge more. Yeah. And if you don't want to go back into the fishing business, fine. You can experiment with the customers you have with a new or better offer, but you have to be able to sell around a commoditized pricing structure. Otherwise, so let me say this differently, cuz I think this like I want this to really hit for you, and obviously I'm talking to a zillion other people who are listening in.

47:08If you sell a commodity, you will be priced at the point of burnout. The marketplace is ruthlessly efficient at getting people to just make enough to survive and not make enough to thrive, because that's the place where people will stay and provide a commoditized good. So, you have to break out of that, otherwise the market will force you. Capitalism is very efficient. The market will force you to give as much as you can for as little as possible until eventually you can't give any more for any less. You remember that chapter in the book.

47:40>> Mhm. >> And then there's nothing left. You are in that boat right now. Man, in that boat I'm like I'm not even trying on that one. So, we have to decommoditize the offering that either you or the fishing guides are teaching or making so that they can charge twice as much, three times as much. What else can a fishing guide provide that other people don't provide to make the whole experience better? Can we bundle multiple things in? Can we sell multiple sessions? Can we bring food on there? Can we grill the fish with them and bring a chef so they get the the full like I I I grilled it on the side of the boat, threw some lemon on. I've never had fish better in my life cuz it's right out of the water.

48:16Right? Like, can we create an experience around this that's more than just like, I'll take you out and you'll catch a fish or you won't? >> Oh, yeah, there's definitely ways to add a lot of extras on. >> Awesome. And fish and people who buy fishing typically, many of them have a lot of money. >> Yeah. >> Right. So, like, give them the opportunity to spend it with you.

48:43>> Yeah, that totally makes sense. And it's kind of a double whammy because it helps with the main fishing charter business and with the school community to be able to show other people how I did it. So, yeah, it's perfect. >> Let's do that. >> Sounds good. >> All right. Do you feel better? >> Yes. >> So, this this solves the core issue. Go fix your business, make a grand slam offer, charge significantly more so that you can make more, so that you have the uh confidence to then show the guys that you help make way more. If they wait make way more, guess what you get to do?

49:17Charge more. >> Yes. >> And you'll be able to start attracting the people who aren't just, you know, bottom scrapers. They're the ones who are actually doing okay but want to do great. Those are the ones who pay big dollars. People who are on their last line, they don't have much. Last line, Jesus. I like I'm unstoppable today. Um does that make sense? >> Yeah, I get it. >> All right. Rock and roll. Appreciate you, man.

49:42When I had GymLaunch, I wanted to start doing outbound. Um rather, I didn't want to start doing outbound. I was convinced to do outbound because of the story I'm about to tell you. So, I had a conversation with uh a guy who was a lead sales rep. Um it was we were going to we were recruiting him in. And I asked him how they currently get leads at his company. And he was actually in the gym business. I didn't find this out until I got into the interview. And he was selling uh gym software. Whatever.

50:07And I asked them I asked him how much they were doing a month. And they were doing um 10 million a month. And I was like, holy cannoli, I've never even heard of this business. And I said, okay, well, then how are you getting all your leads? He said, oh, we just do outbound. And I was like, that's insane. I didn't know outbound could generate that kind of demand. But here was this company that I'd never heard of that at the time was doing five times more revenue than I was doing, and it broke a belief for me. So, let me give you this this visual that I think is super powerful for understanding this.

50:39Let's imagine Can you guys see my uh Can they see We're good? Okay. So, let's imagine that this is 100% of the pie. This is the entirety of uh you know, like the market, right? So, if you had 100% access to the market, you'd be super happy. Now, this is what happens in people's minds when a competitor comes in. So, you say, oh my god, there's them and there's me.

51:06Oh, I guess I will be medium happy about this situation. And then, let's say you have two more competitors that come in. Now, you're very sad because you're like, wait, I used to have this whole pie, now I only have a quarter of the pie. This is false. This belief set will keep you poor, or at least poorer than you would otherwise be if you adopted a different perspective. So, you currently advertise in one way using one specific platform and one specific medium on that platform.

51:45And so, this little this little red let's red slice of pie here, right? What is it in in actuality? Well, let me show you. This is what that little slice of pie looks like when we actually consider the size of the market and the aggregate attention that exists. It's so small you can barely even see that it's happening.

52:18And this could be just all the different platforms on which content let's say content is how you get your customers. This is maybe this is Instagram. This is Facebook. This is TikTok. This is uh YouTube. This is X. This is radio. Right? This is TV. This is Taboola. This is Google search. Uh like this is direct mail. This is email.

52:45Right? The like you can keep going. This is school. Right? All of these and you're here and you're saying, "Hey, I think I think I've cut my market into like there's only there's only uh I only have a quarter of the market that's available to me." But wait, there's more. We still have our ads circles which you're currently doing nothing with. Just imagine all these circles fill up.

53:11Go as fast as I can. All right? And then wait, but wait, there's more. Now we have our our our outreach. And on here, we could do direct mail. We could do DMs. We could do DMs on Facebook. We could do DMs on LinkedIn. We could do DMs on TikTok. We could do DMs on uh we could do phone calls. We could do um every single way that you can contact another human being one-on-one is the different ways that you could outreach.

53:39And so, So we look at this whole thing, you had two competitors or three competitors, one, two, and three that came in your marketplace and you said, "Oh, therefore, this is now super crowded." But the reality is that you're this tiny little sliver of this one way that that you get customers on this one tiny platform. And I haven't even added in the next layer of this, which is on that one platform, are you maximizing every way to advertise on there? I make a couple Instagram posts. Okay, cool. Are you making stories? Are you making images? Are you making carousels? Are you doing all the different ways of doing that? Oh, I make YouTube shorts.

54:10Okay, great. Are you making YouTube blogs? Are you doing YouTube community posts? How many of them are you making? Right? >> I sell PR to like small to mid-size B2B 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.

54:35>> 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 a better lead magnet because we don't have one. So um >> Well, we just paid for ourselves very quickly. >> Yeah, yeah. Um I guess based on what we do, do you have any ideas for a lead magnet? And then also, do you have any suggestions for how often we should be following up in these email sequences?

55:03>> Well, how much are you following up now? >> [clears throat] >> 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 >> [clears throat] >> after that, it would be a significant delay. So it'd be like 6 months um before you reach out again and kind of like hit them back up and hit the the three the three email kind of like 7-day sequence.

55:29Um so that that part I'm less concerned about. I do think that the lead magnet probably is the big the big thousand-dollar question. So, let's let's work from this perspective. What does somebody who wants PR want right now? >> 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 the 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 credibility, whether it be for investor relations or whatever it is.

56:05Um in the past we've done things like um we'll write like a free press release for you, but now with the day and age of AI it's just not real 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 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.

56:32>> No. >> Okay. >> So, you mean to start a podcast it'll take too long? >> Well, for it to start like converting more leads for them. >> no. No, no, no. Oh, no, no. >> Okay. >> What's your lead magnet? >> We don't have one. So, that would be a >> Why don't you come on my podcast? >> Yeah. >> Start a podcast, use the podcast as a lead magnet. Now you have an hour-long conversation with CEO. >> Right. >> By the way, do you know what we do?

56:57>> We also do this, yeah. >> So, that would be one that I would 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 if we don't all the PR's free.

57:25>> Okay. Thank you. >> [laughter] >> I mean, fundamentally like as 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 that people would pay for that you give away for free. 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 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.

58:13Offer them what they want for free period. And if they don't like it, offer them more or offer them better. >> I don't know. It's just hard just to caveat. So like our the services that we do or that we're trying to Okay, so we we were industry agnostic for a while. I hate working with the 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 like 150k for like the year.

58:40>> Sure. >> So what 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. It's 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 recent like >> 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 saying like we will for free help you script the pitch deck from working with the hundred 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.

59:24But the nice thing is that you sent a hundred thousand emails. I would be split I would split test all five of those and see 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're back. >> All my leads come from my YouTube channel and also word of mouth. >> Cool. >> And we have 150,000 subscribers on YouTube channel and we have a an application funnel through there. But we're we're getting leads but we're when we're and our team converts a 65% uh but we're not getting the quantity of hot of qualified leads that can afford our services ranging from 15,000 and 25,000

1:00:08>> Yeah. >> uh dollars because I mean they get results within 5 days, you know, we have a great offer. Uh we're doing everything we did. We do everything >> tell very clearly whether whether it works or not. >> Yeah, exactly. >> Do you do before and after >> But we we want to get more qualified Say that again? >> So do you do before and after pictures? I'm joking. >> Uh what's kind of hard to do before and after pictures for sexual function.

1:00:37>> Okay. >> But we have testimonials. >> Yeah, sure. [laughter] Man, look at that thing. Just just triumphant. Uh okay, got it. So you need to get more leads. YouTube's the primary channel. And people who are coming in who are Do you people fly to you? >> Yes. We have people coming in actually international. We're having somebody from Hong Kong. >> percentage What percentage are local versus international?

1:01:07>> Oh, um I mean US is probably like 90% >> Oh, no. I would like if you're saying US, I'm going to say most people that are traveling to you. Like if I mean most people are traveling to you. >> Yeah, I would say probably that would be 70%. Yeah. >> Done. Good enough for me. Okay, got it. So, um So, how many how many pieces of YouTube content are you putting out per week?

1:01:33>> I only do two long-form uh videos. >> Yeah. >> And uh so my men my team cut off the long-form video into shorts. >> Okay. >> Uh which we post daily. >> Yeah. >> That's it. >> Got it. Um Do you have Do you have the five CTAs that I mentioned earlier of like those five places that you can do calls to action? Cuz that's like an immediate thing you can do that can just generate more leads. So, 1/3 of the way through the video

1:01:59>> we've been doing that. >> Okay. >> Yeah, we've been doing that. >> Okay, got it. So, but you're doing all five? >> Uh yeah. I As of yesterday we >> Oh, as of yesterday >> We were doing [laughter] four, but we're now we're doing five. >> Okay, got it. There we go. Hey, I'll take it. I'll take it. A little a 20% improvement or 25%. Okay, so I mean, you you kind of have you're you're in a You basically have two paths, right? So, path one is how can we Like I don't think you necessarily need to make more content. Like you could, but I would rather you Like how much time do you spend prepping the packaging and the thumbnails and the headlines for the content that you make?

1:02:39>> Ooh, um I don't do that. My video editor does that. I think he probably spends maybe uh like eight to maybe eight to 16 hours cuz he does he he he does uh do two a week. So, I would just say maybe 2 days. >> Well, on the prep or on the post? >> Um prep and post. So, I would produce like four uh at a time and he does he just uh publishes like, you know,

1:03:09>> Yes, so every other week you do four videos. >> Yes. >> Got it. Okay, so I'll I'll tell you this. Like you're you're more experienced YouTuber it's it's it's likely that the biggest improvements that you're going to get are on on better rather than more for where you're currently at. And it's going to come down to like I mean some of the tools I said yesterday like oneof10.com is a good tool for looking at packaging and saying like how can we look at other outlier similar outlier packaging for videos that are either in the space or adjacent to it and then how can we match our thumbnail headline and introduction? Do you do you script out your introductions?

1:03:53>> Yeah. >> You are scripting your introductions? >> Yeah. >> Yes. >> Uh yeah, I I actually use like AI to help me with the hooks and the intro. But most of it is really uh my content that I put out and um the one of the thing about our channel is that it's grown because I was talking generalized like ED and I I give everything away. So now I really I I well the last three videos I've been making more for entrepreneurs and executives cuz I wanted to target more of uh high high ticket uh clients. And our views like absolutely plummeted down to like hundreds instead of thousands.

1:04:33Um so that that was one of the thing I wanted to ask you. Was that something we need we we should be worried about since we kind of target the message more for you know high high ticket uh clientele. >> So I'll tell you how I would make an adjustment or a test like this. So I never want to threaten my core business. And so if I have two videos of a certain style and packaging that are working, I don't want to break that cuz like all of a sudden your could revenue could cut in half and that would be not fun, right?

1:04:59So I would prefer you keep your two videos a week that are your you know kind of standard wider etc. thing and then do an additional video that's going to be the new thing. Because in that way you can guarantee that you're going to make more. And that way you can test it not feel like you're, you know, risking your, you know, risking the whole business to make this test. Cuz like that's it's the primary way of getting, you know, leads for you. And so I would really not want to risk the entirety of my my business for a test.

1:05:27That's a big test. >> Why, I love that. I can definitely do that because I was thinking about doing more. Like you said, do better. >> I do think that you can do better, but I think that if you're going to run this test on trying to attract higher level customers, I think that I would just add that in addition to the the the two videos you're doing. So then that will bump you to three and you're going to probably get benefits from both. More more volume. And I still think that maybe your video editor can watch that the replay of this, but like I would strongly recommend scripting out both verbally and this is the part that people miss, visually. Because you're you have a very physical profession, obviously. Like you can't show certain things on your YouTube channel. But like you in a, you know, a a smock or not smock, whatever, the white lab coat, right? You got the the you got the coat and you've got some tools and some machines and you've got some of those props that look like body parts behind you. I think all of those things kind of set the frame.

1:06:21Um, and proof, promise, plan. I don't know if you are using that as the setup for the introduction, but proof, promise, plan. Um, and if you want you can introduce pain in there as well. Um, as kind of our four-step way that we introduce all videos. And so I'd make sure that I have a sentence for each of those P's. And if you have a picture uh, which kind of gives you a a visual road map of what they're going to get. Um, I think that that will also likely further aid in retention. So those are kind of like the quote better things and you can do that for all three of the videos you're going to make. But number one is you're going to go from two to three. The third one's going to be experimental. You're going to tighten up and script the introductions.

1:06:58Uh, and the packages should be picked from outliers. Rather than just like something you find interesting. Like we already know that this packaging, this the way that this image and the headline work are likely going to to convert. >> Yeah, I love that. That's that's really good. I What what do you think about advertising on like private jets and so forth? I was advised to do that to attract clientele that we want.

1:07:24>> I mean, you can try it. Um again, I would just put that in my experimental bucket. >> Okay. >> Yeah, I mean, if you fly private as is, then yeah, just on your next private, you know, on your next flight just record. >> Okay. Yeah, no, I I I love that. So, make more content, but make better content. And we have a funnel. Can I ask you one more question about the funnel? Now, the funnel that we had, I was listening to you at talking to another actually an application funnel to a book a call with our sales team.

1:07:57But if we are looking at more uh attracting more uh premium buyers, should we still continue doing that funnel, or should we open up more on the higher part of the funnel? >> I think you should drive more into like just put more in. This is why we're going to do it. Like I don't think you should like you're converting 65% of your leads. Your conversion process is not the constraint of this. So, maybe there's things you can improve, but I that's not where my focus would go. My focus would go 100% be on making more and better content on YouTube. I do think that like I would say like do this experiment, improve the pack the packaging, the hooks um up front. The The next The next thing would be running ads, but I just feel like the nature of this business is so like trust-driven that I think organic I mean, I think you've I mean, you've already gotten the success you have because I think you you started with the right strategy. I really just want to see like how do you get to a million views, or sorry, a million a million subscribers on your channel. Like that would be like my mission. How do we get How many views a month you getting?

1:08:56>> Views we're getting? >> Yeah, how many uh views? Um well, it depends. If we put out pretty good one, it's probably about 10,000. uh That would be our usual. >> Yeah. >> Uh depending on the video, but the last three I talked about executive and the intersection with sexual health, we got like hundreds. >> Yeah. I I I I think that you have a ton of room. Uh if you're getting 10,000 per video, I think you have a ton of room for improvement. Like especially based on the nature of what you have like Like you Like you could for sure be at 100,000, 250,000 per video. For sure. No question.

1:09:34>> Well, thank you. Yeah, we have about 10 videos that are almost a million >> Yeah. >> right now. So, um yeah. So, we may lean in more on those topics. >> Okay. Rock and roll. Love it. Yeah, just repeat your repeat your winners. All right, thank you. >> Thank you. >> All right, talk soon. >> Appreciate it. >> Yep. If you like this video and you're business owner who wants to break through your current revenue ceiling, I just filled every lesson from scaling 10 businesses past 10 million and three businesses past 100 million into a completely free scaling road map that I've used to go from zero to one, zero to 10, and zero to 100 plus. And so, you can click here and you can check it out.

1:10:08Again, absolutely free. And since you're business owner, I appreciate you and enjoy.