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Was du mitnimmst
- Der Gedanke, dass Konkurrenten dir ein Stück vom Kuchen wegnehmen, ist meistens falsch.
- Eine Firma machte fünfmal mehr Umsatz als er, nur weil sie konsequent Outbound betrieb.
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- Sich nur auf ein Werbeformat zu verlassen, lässt riesige ungenutzte Reichweite liegen.
Volltranskript
Das Transkript ist das englische Original mit Timecodes. Die deutsche Zusammenfassung steht oben. Sprecher werden automatisch zugeordnet.
0:00When I had Gym Launch, 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.
0:25And 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.
0:57Let'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." Oh, I guess I will be medium happy about this situation.
1:29And 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.
2:03And 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.
2:36And 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 Tik Tok. 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. Right? They're 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 I only have a quarter of the market that's available to me."
3:16But wait, there's more. We still have our ads circles which you're currently doing nothing with. Just imagine all these circles fill up. Go as fast as I can. All right? And then wait, but wait, there's more. Now we have our our our outreach.
3:41And 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 Tik Tok. 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. And so when we look at this whole thing, you had two competitors or three competitors, one, two, and three that came into 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.
4:22Are 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. Okay, great. Are you making YouTube vlogs? Are you doing YouTube community posts? How many of them are you making? Right?