3 Content Arten, aber nur eine baut ein Business auf

0:00So, I see content in three buckets. On one extreme, you've got entertainment, which is the entire point of entertainment, just to define the term, is to get people to watch. The only point of the entertainment is to just get people to consume it. That's it. If it accomplishes that, it has succeeded. On the other side, you have education, where the point of education is to get someone to change what they do, right?

0:25If you try to teach someone how to answer a phone, and then in the same situation, the phone rings, and they don't do something, and then after they watch you do something, they then change what they do in the phone rings the second time, they have learned. So, the point is to change their behavior. If If the video or the content does that, then you've succeeded at educating them. And lastly, you have edutainment, which has the point of both trying to teach and entertaining at the same time.

0:52And to be clear, it's less that you make entertaining content or that you make educational content. It's more that you make content, and people are either entertained or educated as a result. And so, you can mix one thing that entertains some people, and then that same thing educates other people. And so, I just want to make this very clear that you don't control the audience. You make something, and then education or entertainment occurs.

1:22But for our purposes, I'll define the content category as the most common outcome of your content. And so, if a lot of people are entertained, you've made entertaining content for the purpose of this presentation, even if one or two people learn something. So, for example, some creators might learn stuff from Mr. Beast's videos. Wow, I learned how to make videos. But the vast majority people are entertained. They watch just to watch. On the other hand, Wala, who's one of the number one educators on YouTube, you can even see the different look and feel, and don't worry, I'm going to get into that.

1:51He may entertain some enthusiasts around that subject. But mostly, he educates students. And until recently, I've been trying to figure this out. I've spent a lot of time really working through this. And so, I actually have videos in all three buckets. I have entertainment videos where the point is to get people to watch. I have edutainment videos where we try and teach and entertain at the same time. And then we have education videos where we just want to change people's behavior. We just want to teach them something.

2:19And so, the first change, number one that we see over lots of data I'll support in a second, is that I'm going all in on education. For three reasons. Number one is that when we looked at all of our data, all views are not created equal. I'll dive into that in a second. Number two is I like educational videos. And number three is I like people who like educational videos, too. And or people who educate themselves, people who want to learn.

2:45And so, let me explain these. So, all views are not created equal. So, there's this theory, and this is going to this will be one that's going to shh rattle some cages. There's a theory that media works like a funnel. In fact, the vast majority of marketing infographics and things like that, almost all are funnels. And the theory goes like this. You make entertaining content, and then the theory states that people who watch that content then will go to more educational content. Okay? Sounds simple enough. We've got something wide, we've got something narrow. Fantastic.

3:19But in our experience, in my experience, and based on our book sales, based on our email opt-ins, and based on the applications we receive at acquisition.com to become portfolio companies, it works much more like this. Which is that entertainment people want more entertainment content. And education people want more, say it with me, education content.

3:44And so, in other words, these people do not become these people. Not in any appreciable rate that we would build a business around. And they certainly don't read the books, join the email list, or apply to become portfolio businesses. So, if I want more of these people, then they deserve the stuff that they value. And so, that's the first reason that I'm doubling down on education. All viewers are not created equal.

4:12Number two. The next is that I simply like doing it. All right, so, you know, I do believe that you should try and do stuff that you like doing. And if it happens to also be in line with your goals, awesome. It's much tougher when the thing you like doing isn't in line with your goals. But in this instance, when I got that first piece of data, I was like, thank god, cuz this is stuff I like making most. All right? And so, when I talk to ideal customers, in my mind, they're business owners and business interested people. Because if you know me, and anybody who is who's close to me, would probably attest to this is that like, if you hang out with me uh for any amount of time, we will probably talk about business. Because it's what I love talking about. I I eat it, I sleep it, I drink it. I work 7 days on it. And like, I skip holidays for it. Because for me, it is the holiday.

4:51So, this is what I like doing. And this is what the people that I like serving also like. And so, they like it better, too. And this is where it got confusing for me leading up to this. And why this is so important. Is that it got very confusing when you have so many people saying, "Man, I really like the entertaining content." And this is where it gets difficult. This is where you have to read between the lines of the comments rather than just reading the comments themselves.

5:19All right? Because the thing is is for us, or at least for me, they weren't necessarily who I was trying to attract. Again, there's nothing wrong with that. I mean, hey, if I could serve the whole world, I will. But I know that I tend to do better serving people who want to educate themselves than people who just want to watch or consume just for the sake of it. And so, that's why I'm doubling down on going from edutainment some enter- edutainment some entertainment to education.

5:46So, that's number one. So, let's talk about change number two that we saw. Going from for us to for you. You're like, "Well, what does that mean?" Let me explain. So, recently a mutual friend came to the headquarters and he said, "Hey, I've been consuming your stuff for years, but recently I just haven't been watching as much." And he said it offhandedly. He wasn't like trying to smash my ego into bits. Um and he failed at that. Uh >> [laughter] >> But, when he said it, I really took it to heart, right? It was very gut-wrenching. He said, "It just doesn't resonate as much." I was like, "Okay, got it." And it felt like a gut punch since he's literally the person I could help most. He's a business owner doing 10 million plus a year. And I was like, "Man, well, that sucks."

6:25And that's when I realized that reading the comments actually led me a little bit astray. And for you, it might be leading you astray. And I'll give you some data to support that. And so, some people loved our different styles, but not the people that I ultimately wanted to help or am best suited to serve. And so, we realized that we were serving the wrong who. And that had some very significant downstream impacts on what we made and how we made it.

6:49So, what does making for them or for business owners content really mean? Let me break this down into tactics. All right, so tactically it meant five things. Number one, different packaging. Number two, different introductions. Number three, different meat. Number four, different visuals. And number five, different what I'll call pre-work. All right, so let's start with number one.

7:15So, the difference between these two thumbnails is going from vague to clear. All right, so if I looked at all the stuff that we did in the past, if I said, "What is the video on the left about?" You'd probably be like, "I a rule of some sort that might have to do with money. Not sure." If I said, "What's the What's the video on the right, the yellow background video?" If I were to describe it, I'd probably say a map or a blueprint or schematics of some sort that go from zero to a million. Okay.

7:43Well, guess what? The one on the right, it says exactly that. The one on the left actually has nothing to do with what that thumbnail looks like. And what do you know? When people click on something that they don't know what it's about, they have a smaller percentage of getting something they actually want than if you say this is what this is about, and then they get exactly what they think it's about. So, we're going from vague to clear in both what it looks like, the thumbnails, and what we say about it, the headlines.

8:12And so, that's number one from a packaging perspective that we'll be changing and/or going more all in on. And I want to take a pause here for a second about this. There was also kind of a pervasive narrative in in the kind of marketing world that's like, you got to have curiosity. You got to like, you don't want to tell them everything. You want them to to be able to get No, like if they want that thing, they will click on that thing, and then you just give them that thing. And that has been a very hard lesson for me to learn. And so, I share it with you now.

8:39So, the second is different introductions. You guys feeling this? Okay. Good. Okay. Different introductions. Now, this one is really big. So, going from confirming the thumbnail or confirming the headline to proof, and this is super important. I'll explain the difference. So, a lot of the things that I learned, like many of you, if you are trying to get into content creation of any sort or media, is that you look at the people who are who are the biggest, right? And so, oftentimes the biggest people in media are entertainers. Now, why is that? Because everyone gets value from entertainment, but there is no one thing from an education perspective that can provide value to everyone. Why? Because everyone already knows different stuff.

9:22So, if I educate a wide slice of people, there's still already people who know that thing and then do not get value. So, entertainment by definition will always be greater or larger, the followings for those people, than people who educate. There is no no bones about it. Like, it is that way. And so, a lot of the lessons that entertainment teaches everyone listens to it because they have the biggest followings. But, I don't think the actual tactics they subscribe or espouse are correct at a tactical level. At a principal level, yes. And so, let me just say a second about what that principle is.

9:57Is that the person who's going to consume the content we want to increase their perceived likelihood that they will get what they clicked. So, just like the headline and just like the thumbnails, now when they said in entertainment, you want to confirm it, well, that's because most of the sensational entertainment is something crazy. And so, the likelihood that someone just got the click so that they could not do that crazy thing is pretty high. And so, if you want people to watch, you smash the Lamborghini, then you better have the Lamborghini next to you or people aren't going to believe that you're actually going to smash it.

10:30Now, let's flip to entertainment for a second. Sorry, let's slip let's switch to education for a second. If I say I'm going to teach you a physics thing, I'm going to teach you about the law of I don't even know what the first law of physics is, but if you push it, it will move. Something like that. Anyways, if I want to have proof or increase the perceived likelihood that they're going to be well taught, then what I actually have to do is edify the person. Why should I listen to you? If I'm the viewer, there's a zillion people that could write something on a board. But, if you're a PhD physicist, then the likelihood that I will listen to you and that I will get what I want is much higher. And so, in both of these examples, we are actually doing the same thing, but we do it differently if you want to educate. And for me, when I looked at my videos and I'll explain the data in a second, it became really clear.

11:23And so, in entertainment, it's say the title again and then literally show them what was on the thumbnail. In education, it's show them that you can do what you promised them in the thumbnail, and that's the difference. And to figure out what made intros for our videos work, I actually rewatched my top 35 educational videos. This actually took some time, and so let me just save you like a lot of hours and just give you the nugget.

11:50And so, I actually developed a new moniker around how to think about introductions for ourselves that I'm spreading throughout my whole team, and you can just steal it. Proof, promise, plan. So, I'll break down all three of these. So, all of the introductions of the best education videos that we had had these three characteristics, and I want to make one point about the order of these.

12:14Is that you can have these three mixed in any order you want. I would emphasize the one that is the most important for that particular piece of content. So, if you have something that you're making that you think the proof is going to be really important, then lead with that. If you have a promise that's incredibly important for the audience, then lead with that. If you have a plan that for some reason is going to be more emphasized, then lead with that. But, I would say that for our content for the most, because I'm a business educator about making money in general, mhm, most people have this big glaring sign above their head before they can even turn on the volume of their brain, which is why should I listen to you? And so, I tend to lead with proof.

12:51And so, proof is that you prove that you know what you're talking about. You give people a reason to believe you. The promise is to tell them what they're going to get or learn from the video. And the plan sets the expectations of what will happen next. So, let me give you a real-world example of this. I started this presentation with data that shows that I've done what I'm talking about. If I went up here and just skipped this part, you might be like, okay, all of this up to this point, why should I listen to you? And you'd be right in thinking that, because you have no idea who I am.

13:20I could just be some random dude that looks like a Birkenstock, slightly lumberjacky-ish, weirdly dressed man. Like, why would [laughter] you listen? And you'd be reasonable to believe that, right? But if you start with that, then you're like, "Okay, well, does he know something?" The promise was what I said you would get at the beginning. I said I learned six things that made money and grew my brand that you can use today. And I'm going to save you $4 million in 3 and 1/2 years, and you'll just get all the lessons that I learned. That was the promise.

13:47Making sense? Okay. And then finally, we had the plan. I said, "How are we going to get there? How am I going to complete that promise?" I said, "Well, there's six changes, and I'm going to walk through them." That's the plan. And so, leading with those things, we found got business owners, or the people that I'm interested in, to actually better frame and perceive and get educated on the concept that we're talking about. And so, that's what we're changing in our introductions. Third, now let's talk about how this strategy changes the meat of the content, what we're actually like the the real bones, the potatoes.

14:18All right? Is that going from be real {slash} vlog stuff, cuz we have made that, to list steps and stories. When we looked at the educational content that did the best, they had more of the right and less of the left. From razzle, I would I would love to say to dazzle, but it really is it's just razzle on the left. And so, I actually wanted to show a different type of content. So, I don't want to make this seem like this is all YouTube-y. I just have like long-form video there has all of the elements, and some platforms don't have all of them. So, there's you YouTube's a very easy platform to to base this off of, but this is from Instagram. And TikTok would function the same way, etc. So, if you look at the squares here, I just pulled the last 30 days of content that we made, and I looked at our bottom performing over the last 30 days that we posted that were reals, and then I looked at the top.

15:04Now, interestingly, it was a almost a a perfect reversal. So, the bottom 12 videos that we made, eight out of 12, I would say had more razzle emphasized. It was more about effects, a little bit higher production. And on the flip side, and this is what was crazy. This is why I'm sharing this stuff with you because like I would I would literally never have guessed it and that's why we look.

15:29Nine out of 12, 75% of the best videos we had emphasized language. Emphasized the actual message more than the production. And so it was about emphasizing the language rather than the razzle. I find this very fascinating. Now, to be really clear, you can have really bad language. You're like poor, vague, unclear language and it won't do well. And you might have razzle that just absolutely crushes. I just look at the trends of 75% on this side were this style or this type and 75% that weren't as good were this style. Well, then let's do more of this and less of that.

16:05And so those are the main meat changes that we're doing in the videos. We're emphasizing language. This also was true with longs as well. So, if I go and show you this real quick, language. That's on the screen and that's one of our best videos ever and that takes up 70 80% of the video is actually just words. Interesting for me at least. I mean, I was a little offended cuz I thought I had a you know, good face, but apparently no one cares. Uh So, that's what we're changing about the meat.

16:31So, let's talk about visuals. This one's a big one. All right. So, going from overproduction and I want to be clear, not overproduction overproduction for the objective. So, it's not like we did like my team did anything wrong or anything like that. It's just that if we want to educate, sometimes production distracts from the objective of education. If the point for entertainment is to get someone to watch, then adding lots of things can be a good thing. But if you're trying to learn physics and there's whiz bangs and pop ups and changing backgrounds, it's really hard to learn. And if that's the throughput or that's the point of the video, then it actually detracts rather than adds.

17:11And so, the difference that I put in this example here is we have a background that changes colors while I'm teaching something. It does not help someone understand the subject matter better. Fundamentally, changing background color will not help anyone learn more. On the flip side, clarifying what words on a screen are cuz maybe my handwriting is not that good, would help people understand. That's the difference. So, overproduction to effective production.

17:35From distracting to enhancing. From visual effects to visualizing data. So, instead of having flames behind me, it's what does this look like on a chart? So, we can give relative scale, so we have scope, so we can show changes over time. And so, that's how the visuals that did the best look like. And then number five, let's talk about pre-work for a second.

18:02So, going from post-production to pre-search. So, instead of saying, "Hey, let's just record something and then fix it in post." Anybody's in the media side knows what I'm talking about. Four weeks of editing after, you know, almost no prep to get a video out. Well, what if we did four weeks of research, and then we have almost no editing because we thought of everything ahead of time? Well, guess what? The videos where we spent, I mean, we're like the the the hour-to-hour ratio is stupid, and I'll get to that in a second. But, if we spend a quarter of the time that we used to spend on post in pre, we eliminate 90% 90, maybe 95% of our post edit work and man hours. And for the business owners in the room, that's real cost.

18:48That's real savings. And for the also business owners in the room, that also means increased production. So, if I can take it at the quarter of the time, and I can get almost zero time on the back end, that's four times the videos. But, not only is it four times the output, it's also higher quality for your goal and your audience. So, this is a big thing that we noticed. The videos that we spent the most time on the front end, we spent less time on the back, and they did better.

19:15And so, we want to spend more time before than after. And so, this is my little quote, if you want to write something down, uh an ounce of pre-work is worth a pound of post. So, that was my little my little take on this. And so, by focusing more on what educates and what it means, we do great, and everything else distracts from that goal. And so, those are the five things that we're changing tactically and that we're doubling down on to cater to business owners. This, at least for my audience, is what they cared about.

19:45And I happen to be in that audience, and I feel that way, too. So, I'm happy about it. So, that's how we went from for us as media people, to a degree, because I've gotten into this now, uh to for you or for your audience. And for me, that means for business owners. So, now let's talk about why dinero. All right? And this will also ruffle some feathers and uh rattle some cages. So, instead of talking about relationships and college and food and lifestyle I'm going to be narrowing down or doubling down on, if you will, business business models business leverage and selling in a business. Notice business being in all of these videos.

20:27In all these topics. And so, that's how I'm going narrower. Very simple. Now, that I'm going to go back a slide cuz I went I went ahead on this for a second. Just like I said earlier that people who like entertainment also just want more entertainment, what we also found is that people who I'll go back real quick. People who watch relationship stuff want more relationship stuff. And as they should, that's what they clicked on. That's what they want. That makes sense. And people who want to learn about college are people trying to make a decision about college. Guess what those people probably aren't? Business owners.

21:04And people who want to learn about food, they watch other food videos. And people want to learn about lifestyle, probably watch other lifestyle videos. But for me, those are not necessarily the people that vibe the most with my stuff. And that makes sense because to be fair, this is a little bit more foreign to me. When I talk about business, I feel very comfortable. When I talk about these things, I just give what I would consider hot takes. This is my perspective. So, that is what we're doubling down on in terms of the topics that we're choosing for the content we make.

21:35So, that's number three. Let's go to number four in terms of the the things that we're doubling down on. So, before this, we used to track views. This is another big one. Man, all six of these are big. Man, I'm glad I made a presentation about it. So, before this, we used to track views as our primary metric. So, I'll take a second here. Who uses Be honest. Be honest. Everybody's like, "Likes don't You can't trade likes for for paying rent. You can't pay payroll with views." Sure. Okay, got it.

22:01Who here actually tracks something besides views? I'll say it again. Who makes views the most important metric you track? All right. Right. A lot of you. That's okay. Me, too. But I'm going to give you a good metric that you can track. And this is after pouring through Believe me, I'm I'm a big data guy. Um a metric that you might not expect. So, the main reason is that I had a 6- to 12-month deal cycle. So, I started by using views because I really had no other metric. Because for those of you who don't know what I do, well, I'll explain in a second. But we had no idea what what it would do besides driving awareness, and I didn't really have any other objective. Right? But in that time period of doing a deal in every 6 to 12 months, because we buy companies, that's more or less what we do. Um we begin seeing a much closer correlation with faster feedback metrics. And ideally, in any business, you want as little latency between the metrics you track and the behavior you want to change. And so, if you want to get people to change something, and you want to look at something that takes a year to get feedback, really tough to change behavior. But if you can have a a metric that you can see daily changes or hourly changes, then those are things that are going to much more quickly change behavior so that you can have 100 feedback loops in terms of changing and getting better than one every year.

23:14And so besides book sales, options, and applications, there was a metric that stood out as fastest and most measurable. It was ad revenue. And this is really surprising to me. So, and I This is the point I want to make real quick is that to be clear for those of you who don't know who I am, ad revenue is not how I make my money. All right, just very clearly. Um for those of you who don't know, my wife and I exited our first big company uh for $46.2 million in December of 2021. You can Google it. American Pacific Group was the private equity firm. Gym Launch was the proceeds of two of those companies.

23:43Um and since then we invested and bought a number of companies that have grown a lot and do over $200 million a year. So, I do media to feed a lot of different things, but I don't directly monetize the media and at like ad revenue is I'll explain why in a second is an important metric that we can use for everything else, okay? So, these are companies that we own. Great. So, for me, I pretty much always ignored ad revenue and just saw it as something that could offset some of the cost of the media team. There was really nothing else.

24:10But I was wrong. It's actually so much more. So, let's let's dive into a little bit for a second like how does ad revenue come to be? So, it comes from two things. It's number of views times revenue per views. Now, the actual term is RPMs, which is revenue per mill, which is French for thousand, but it's number of views times the revenue that you get. Okay, per view. Fantastic. So, it takes into account and this is why this is important because we thought views and that was the only metric we had, but we had to have something to counter it cuz otherwise then you get views for views sake, but we needed a quality metric with a quantity metric, which by the way, paired metrics, if you're ever tracking something for a department, having like number of tickets resolved with rating against the the the resolution of how well those customer service reps resolve, paired metrics allow you to get to the best or most effective throughput for any department. And I just didn't know enough about media to find out what our paired metric was. And this happens to be a single metric that pairs both. And so it takes account the quality of the audience, which for me was business owners who have amongst the highest spending power. And so RPMs are the highest. Now for So for me, the RPMs go up, it means I'm getting more of the quality people that I want.

25:17And so this gave me and my team something that we could shoot for that balanced making videos for the right people who wanted to watch. So I mean, ideally, we absolutely want to create views with the right people. And that's what that was able to track for us. And looking backwards, the month with the highest RPMs and ad revenue also created the most book sales, the most opt-ins, and the most business applications. And this had nothing to do with how many views we got.

25:43In fact, we did a kind of an experiment lately where we did 90 days of almost no business stuff. We just did more uh more edutainment and entertainment style uh content, and our views went through the roof. Like, way up. Two, three X what we're accustomed to. But even with the increase in views, our ad revenue dropped by half. So we're actually getting the wrong people. And I share this with you so you don't have to. 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 to some 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.

26:31And 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 all free. And so the nice thing about this from a team perspective, for those of you who do have larger teams and want to translate this over is that my team now has real-time access to this. So, they can see every single piece of content and the ad revenue that it generates and they can quickly generate baselines in their mind of what's good and what's bad on an objective metric that really is good and bad rather than just like, "Hey, this video cranked." Yeah, but it didn't it didn't bring any of the right people. We got this thing that had 10 million views. Okay, but it drove nothing.

27:13Versus we had this video that had whatever, 100,000 views and it made more ad revenue than the one that had 10 million. And we saw the corresponding increase in the metrics that mattered to us. And so, that's why we switched from views being the metric that we're optimizing for to ad revenue because it's a leading performance indicator. It happens almost in real time rather than something that happens in a big in arrears to give a fancy word later.

27:39So, that's number four in terms of the things that we're doubling down on. So, let's talk about the fifth one. Shorts to longs. All right, this is yet again another big one that's going to ruffle some feathers. So, for a long time the prevailing idea in content marketing was again a funnel. It's like everything's a funnel. All right? And it was believed that shorts viewers got more people to then watch longs and then those long viewers would then translate into becoming customers, right? So, people watch shorts and then they watch longs and they give you money, right?

28:12That was kind of the prevailing thought. But again, when we looked at the data, it looked more like this. Shorts viewers watch more shorts. And long viewers watch more longs. And customers buy more Okay. >> [laughter] >> And so, the point is that that these are different audiences and I will make a note here that this can change my platform. So, I might be a long viewer on one platform and a shorts viewer on another.

28:41And where I do think the magic happens is where you can have shorts in one thing and so, someone finds you on Tik Tok, but then they are a longs viewer on YouTube, and then they watch your longs there. So, I do think there's an element there, but not the way the narrative goes. And so, for us, longs drive a lot more conversions than shorts. Conversions being book sales, opt-ins, applications, all right? And business-related content, unsurprisingly, brings more business owners than not business-related content. And so, we are going to double down on more longs about that stuff.

29:16And change our short strategy to keep the volume the same, but focus more on business overall. And again, people watch differently on different platforms. So, making shorts in order for people to on a different platform watch long still carries as far as we know. So, despite the mega obsession with shorts that has kind of prevailed for the last few years because it was a new, you know, format of content, we're putting now more emphasis on longs overall. For now, as far as we have data.

29:45So, that's number five. Now, let's talk about the sixth one that I'm going all in on. Assume more to assume nothing. All right, so what does this mean? So, let's start with assume more and what that what that really means broken down. So, assume more means I made content assuming people already knew me. Okay? So, here's an example. The Alex Hormozi guide to haters. I might be like, if I don't know who Alex Hormozi is, or I've never seen that face before, why do I care?

30:17If I see the day in the life of Alex Hormozi, yet again, I assume everyone knows me in this. I'm I'm sharing these mistakes with you as far as I'm concerned for getting new people into my world. It wasn't made, I assumed like everybody's going to know me. The Alex Hormozi diet. Everyone knows me. No, they're like, who is this guy? Right? And here's why this matters. If you want your content to bring people who don't know you, which is why many of you guys make content, then you can't assume they do.

30:43And so this is what this looks like tactically. From a headlines perspective, if I were to remake these today, I might try a first crack at business influencer crushes haters and shows how you can, too. Okay. So now, if I'm clicking, I would understand at least that this guy is a business influencer of some sort and he crushes haters. Okay, well, I might want to see haters get crushed. Uh day in the life of $200 million per year CEO. Okay. Now, the jet tells this me that this Alex Hormozi from the the first one before Alex Hormozi is maybe rich or maybe he can afford a private jet. But now I know he's a CEO cuz I could be a rapper. I could be more realistically, when I walk around in the place that I live, all the people that in my community assume that I'm a football player.

31:20It's the number one thing that they're like, "So you uh play football or you're on the hockey team?" And uh I I say no. I can No, nothing wrong with that, but no, that's not what I do. Um and then the third one there, Alex Hormozi diet, 16-hour work day six-pack diet for business owners, whatever. The point is is that we actually make it welcoming to everyone. And so here's how we do this tactically within the content itself. So we go from they know me to introducing yourself every time. So earlier I was like, "I'm Alex Hormozi.

31:49This is what I do. This is the the subscribers I've gotten, whatever." We introduce ourselves. Two, they know why they should listen to me. Tell people why they should listen to you every time. Three, the inside jokes, you know how I get. No, I don't know how you get. Please fully explain the reference because that reference is another piece of content that I haven't seen cuz it's the first video I've seen from you. And if you tell an inside joke and someone doesn't understand the inside joke, guess where they are? On the outside.

32:17And guess where people don't want to be? On the outside. And guess where people spend money? On the inside. And number four, going from acting like you're already friends to pretending everything goes to people who have no idea who you are. And when you make content so people who don't know you can enjoy it, more do. And for those of you who are worried, cuz I can already hear the thoughts that are coming up. So, let me just address those right now. I see you.

32:46I'm going to lose retention if I introduce myself. Okay, well, let's play the equal opposite. Would you rather fewer people know who you are or more people who have no clue? Because on one hand, we have some people who know you, and on the other hand, we have lots of people who also don't know you. So, you're in the exact same position you were before. Two. Well, aren't people going to get sick of this? You're going to keep saying your name every time or keep introducing yourself? Well, from what I can tell, warm people like the reminders, and cold people need the introduction.

33:19>> If you are a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through, and more importantly, where they got stuck and how they got past it. And so, we broke it into these 10 stages, and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at, and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so, no matter what you're struggling with, someone else has already struggled with it and solved it. And so, I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team, and we will look at your business, see if we can help, and if we can, we'll invite you out to Vegas, and we'll do this in person, live.