Rat für alle, die sich von Infos überfordert fühlen

0:00I think you were you answered this question which was how do you filter all the information what's changing? You answered it from the point where you have already figured that out cuz now you're like what should I make a video on? You've already decided I should make a video. I don't think anyone's getting to that. I think honestly most people are so overwhelmed like should I learn Claude code this new thing that's been buzzing recently or should I learn NFTs or crypto or whatever. Um how do you trust that what you've decided on is the right thing to do and that you don't need to go back and check, you know? I think what you just said was like the the operative word that Sam said was trust. And so I think the the scattered braininess comes from a place of fear.

0:50Is I'm afraid I'm going to be left behind. I'm afraid my stuff's not going to be relevant. I'm afraid if I don't learn how to code I etc. etc. etc. right? I have a belief. I trust that when something is significant enough that it actually affects my business I will change. Until then I will continue to do what I know works which is that I will gather attention. I will point it in a direction. I'll make a compelling offer and then I'll deliver on that promise.

1:17And so fundamentally like especially most of y'all here are are below a million bucks ish somewhere in that neighborhood. What makes you money? Is letting people know about the stuff and then delivering the stuff and making the stuff you have to deliver. Those are the only components of the business because for those of you who have a conversion mechanism that's automated that's just like the about page there's no like real sales motion you just point it there. If you do have a sales motion you have a sales call or you do a webinar or whatever you'll have that extra step that's in there but that is usually a very curated you don't need to remake your sales script. You don't need to remake your webinar once you know this is the thing that converts. That's just kind of like a performance that either gets auto you know automated or you just do it on a weekly basis or whatever but what are the inputs and the outputs of the system? The inputs in the system are more people knowing about the stuff which means paid ads and content by and large for most of you guys.

2:12That's the input. We have this automated conversion for many of you and then delivery also for many of you is relatively leveraged in that like there's recordings and maybe you do one call a week if you have 10 times the people on that call it still probably works pretty okay. And so pretty much everyone here should be spending the lion's share of your time promoting. And I don't say like in a shilly way. I'm saying like let people know about your stuff and do it in a and go two levels deeper. Spend more time on the problem in and then let that come out in the content or the ads and that's what's going to to create the differentiation.

2:49So yes like right now my my my simple advice is if you have I don't know what let's assume you work a 12-hour day you can shrink it down to whatever hours you work. I know we have the French guy who's like I don't like working with 40 hours per week. It's too much. So yeah right shrink that down according to you but I just like first 4 hours of the day I'm promoting uh next 4 hours of the day I'm I'm building the stuff and then last last one I'm delivering the stuff that I built. That's that's the I just third third third and just set a timer and stick to that block.

3:23Like don't like have like some fire came like you have if you know what you do every day cuz it shouldn't be a surprise to you. There are small blocks there's decisions there's whatever but many of you guys don't have like massive teams you have to deal with either. And so like if it's not that it is a distraction. And so if you think about like what is focus? Focus is doing is doing one thing which means that anything that's not that thing is less focused. Like the most focused video game player would not sleep would not eat would only play video games. As soon as they introduce any activity that's not playing video games they become a less focused video game player. Now you can't be 100% focused cuz you'll die cuz you need to drink water you need to eat food. So it's like okay well what degrees of not focus can I introduce into the system but fundamentally that is it.

4:06Like [snorts] the ultimate productivity hack is no. Is this you seem to understand this problem, right? Are we getting it it like the are we >> Oh good. Why do you think these people are just endlessly scrolling and not doing anything like what is going on in their mind? You talking about consumers? Just you seem to know what we're talking about like people do this. They they're trying to figure out what's going on what should I do and they never quite figure it out cuz every day it changes, right?

4:36>> Right. And so they never like I'm this is it. I'm going to do this and I'm going to ignore everything and I'm just going to do it. They don't do that like why not? I think just speaking from personal experience we try to learn as much as we can and consume as much as we can and then we listen to somebody who's a YouTube expert that says do this and then we listen to a copywriter that says do this. And at the end of the day I know deep down that everything does work if you just do it for long enough and get good at it. But we we get into this circle of trying to learn

5:04>> you used to you used to do this sort of thing? I used to do more of it not not like to this extent. >> at a gym. That was like But you read books and like yeah yeah yeah yeah. But I have read every book written specific problems though to be real. >> But I remember you saying something too where it's like you were reading all these self-help books >> Oh that's before I started a business. >> But even just in general the concept of reading all these self-help books and and at some point they all end up contradicting each other. >> life oh totally. >> you're like oh I'm in the same exact spot I just need to [ __ ] pick one and do it. But I think picking that one gets tougher a lot of us.

5:35>> I'll I'll give you a a a wonderful piece of advice that even very high level entrepreneurs will forget. So it's something we need to be reminded of more than taught but it's like you will do something and as soon as it begins to work do not stop doing that thing until it stops working. Do not stop doing that thing because you're fear it will stop working. Not stop doing that like if it keeps working you keep doing it. Repeat successful actions. That was success we should repeat that. We should do that again. We did it yesterday. Do it again. Aren't they tired of it? Did it work? Yes do it again. I'll I'll tell you the most extreme version of this and like why I'm like so I did the book launch, right? The second day there was all this juju about like you have to have a a re-pitch is a different presentation all this type of stuff.

6:19I I was so adamant about this that it was like no I think I can give the exact same presentation again. Same exact presentation and more people will buy. Because I believe that it is about asking again. More like it worked so I will do it again. And so I did the exact same presentation day two and we had did like 25 million dollars in sales day two. Same presentation. Now you're like but would it be different people? Tons of the same people.

6:45They just watched it again. We watch reruns of shows that we already know happened. And we think oh we have I I have to somehow come up with a new business model every week. If you have something and it works and you make money from it then you have an input output equation. And so then it's like great the real question becomes how can I actually do 100 times the inputs? Now part of that comes from work ethic. The other part comes from just leverage.

7:11What kind of systems can I put in there so that this one piece of content gets put in 10 places that kind of stuff. But like School has one of the simplest business models in the world. Promote [ __ ] point to page to ching deliver [ __ ] And I repeat the [ __ ] out of that on every [laughter] single I'm like look they have a Instagram link in bio about page money. Yeah. >> [laughter]

7:37>> Again and again and again and again and again and everyone's still like what do I do? >> Yeah. But it's the so like it's so when we look at that which of those has volume? The conversion is there's no real volume there maybe there's a split test if that. The delivery most of you guys have fixed delivery in that it's like I do a call a week I do some sort of Q&A or breakdown or review for a pickup guy or I do a page breakdown for Evelyn or an ads breakdown whatever, right? It's it's a fixed back end. It's an automated conversion. The only thing the only part of the system that actually you have to do is the input. Is the ads. And when I say ads I mean in the formal sense advertising let people know about stuff that means content and paid. And now that content and paid are merged it's just content. And finding the good content and then putting more money behind it so more people see it.

8:24That's it. Traffic conversion rate churn like one of those things might be the problem. Maybe all. Maybe all. But I swear most people don't even start it. So yeah. But we've talked a bit about this too it's like maybe it this term for it is too nerdy but like first party data. Mhm. Cuz I was telling Homie once one of our calls that I was like [ __ ] I don't even know when the last time I read a book was.

8:52>> Yeah. It was like 2 years ago. Which seems crazy, right? If but um we know we know when I was younger and I didn't know what was going on I would read a lot and I would take a lot of courses I would consume a lot. And that's because I didn't have anything to do to test if it worked or not. I was trying to figure out what I should do, right? So I was like all over the place.

9:18And then when I finally figured out okay I'm going to do this then I did it and then if it worked I would be like okay now I'll just make it keep working or and if there's a problem I will seek confirmation to solve the problem. And then I was consuming less but then the more I got the further on I got the less the more first party data you have from doing it. And that's obviously so much more accurate and relevant to you than third party data which is other people cheering what they think worked for them. Do you Do you see what I'm saying?

9:53Yeah. And I think that once you get that first data, data you can totally tune out a lot of things. Like you can tune out everything that's going on because none of that if that matters, it will touch the first-party data. Right? Like you'll see a movement and you're like, "Oh, maybe that is important." But if it doesn't, who cares? And is this making any sense?

10:18I endorse this message. I love figuring out the My favorite thing to do is like I can completely ignore that. I don't give a [ __ ] Like that is what I'm trying to do to everything, basically, because I'm trying to figure out what can I ignore. Um and I try to ignore a lot, really. And I still Should I repeat? Yeah. It's signal versus noise regarding the the earlier question. Finding out what is signal, what is noise. And what Once you get more first-party data, the signal becomes stronger. The noise becomes smaller, right? Yeah, you'll do stuff and then either your conversion rate will be a problem and then you consume a YouTube video about conversion rates and you're like, okay, that gives me like six things to try and until you try those six things, there's really no point in consuming more stuff cuz you just need to try the six things. And I will say um Leila says this a lot uh which is just like a great reminder for me which is like don't change things when a solution is on the way.

11:18So like we will we'll be mid split test on a price thing and be like, man, our churn is a problem. It's like we're we're running the test right now. So why should change It's like, dude, we're we're mid flight. Like unless we land the until we land the plane, if we change mid flight, everyone dies and it's a complete waste. And so some things just take time. Is that you just have to let a certain number of repetitions, certain number of posts, certain number of whatever occur so you can actually get feedback on that data which I think is the second Once you get into the first-party world, that becomes the next issue is like you want to try too many things even with the data that you have and then that's where strategy becomes important because strategy is partition of resources, right? And so you have 20 I mean how big I mean the the school list of like things that we can do with the platform is longer is very long. There's 2,000 new ones each day from you guys. Thank you.

12:08>> [laughter] >> And so you have to pick and so that to be fair like that at the absolute core, in my opinion, is the core of entrepreneurship. Is being able to choose. I have these very limited resources in time, money, energy and there's a hundred things I can do, but which of these hundred things that if I were to implement has the highest likelihood of yielding the biggest outcome? For most people, you don't have enough data for it to even make sense. Let me ask again. That's why it's not a feature in school, by the way. Uh you're not you're not going to implement AB testing for about page? It's just not worth it because we see how much traffic most people get and we see how schizophrenic their behavior is.

12:45>> [laughter] >> And we see people think that their about page change bombed after five clicks, right? Like and they change it four times in a day with like 20 clicks and I'm like and they want to AB test it. I'm like, no. >> [laughter] >> You need to leave it alone for at least a week with your amount of traffic, right? And I've got this method I use and I still use it internally at school. We don't even run a lot of AB tests and we've got a shitload of traffic, right?

13:15I call it cowboy testing. And I just change it and watch the number to see if it goes up or down. And a lot of the time a lot of the time I can get away with that [ __ ] >> [laughter] >> And when it's more sensitive, like very sensitive, I'll run an AB test and properly set it up. And I'm still continuously amazed at how hard it is to make something that can beat the control that um I think most people don't really understand the the actual underlying mechanics of an AB test. And if you don't understand that, you're just going to create more noise.

13:53We ran 16 AB tests on the school games. 14 of them lost. I'll put it this way. This is another way to look at it, right? So we've got the sign-up page for school. We send an enormous amount of traffic to that page. So it's obviously very important. We have tried so hard to like make it better. Most of the time we make it worse in an AB test, right? However, if we try a different random creative on Meta, it can work five times better.

14:20So like the leverage in the creative is so much more powerful than the the leverage on the the page. It's insane. I think okay, this is a I want to continue down this. The earlier on in the funnel that you are, the bigger the leverage is in terms of the throughput. So if you change your your CTRs on your ads from 1% to 2%, you double the whole business. For you to do For you to You're probably not going to double the conversion rate on your page. It's just It's just very unlikely. You might get a 10 or 20% lift maybe if it's a really good, you know, improvement. But you can But the crazy part is like you absolutely can get a double or a triple in conver in in CTR on the ad side. And that can get paired with if it's a really good creative, you might get double or triple the conversion rate and your CPMs might be 1/6 of what they are. And so all of a sudden you have an 18x improvement and there's just nothing down funnel that gets you that kind of gain besides maybe a 10x or 20x in price or something like that. But like the actual mechanics is very rare. And so like these are the biggest levers in the business are going to be price all the way at the end cuz you can you can make that kind of change and then the the pure volume of creative on the front.

15:30Most people don't have about page conversion problems. It's What we see is they mostly need more traffic or they need a fixed churn. Yeah. Um but you know, if your about page doesn't convert, you do have an about page problem and that is possible. Um Uh so for example, uh we had monthly subscription which is $9 and then we added premium and it was only yearly price uh for 77 and our conversion to yearly uh rate was like 20% and then we add VIP which was 24 249 per year and we uh we thought that uh we're going to increase the uh the uh RPU, but uh our premium conversion rate dropped to 5% because we added third tier. So my main point was like I want to test like different types of uh about page. Uh so one of them like just uh uh normal and uh premium and the the second one is just for VIP, for example.

16:28Can you Can you cowboy test it? I think you just did. You see you know what works better? Uh no, I mean if I got two tiers, the uh conversion to premium is really high, but if I run three tiers, so the conversion to premium is uh is not so good. >> So which one works better? The first one, but I already got a lot of VIP people in the group, right? Maybe do the first one?

16:53Uh so what should I do with the people who already bought the VIP for yearly? I don't know. Um keep keep them or cancel them, whatever you want. Also, to his point, first-party data. >> [clears throat] >> Right? Like you can you can read like, hey, having a high anchor works in a lot of scenarios and yours it didn't. Good to know. >> [laughter]

17:18>> Real quick, I'm going to show you the exact 10-stage roadmap from zero to 100 million plus that less than 1% of companies finish I've now done multiple times and so I can say with a lot of confidence that these are the stages as head count increases that you need to get through and I broke each of these down by eight different functions of the business, what the constraint feels like, like what are the symptoms of it when you're going through it, and then what steps we actually took to graduate. And we've done this across software, physical products, uh service businesses, brick and mortar, all of this and it works and it's my gift to you. It's absolutely free and so the link's in the description, but you just go acquisition.com/roadmap, just enter your info and it'll spit it right back to you. Thank you.