Klare Botschaft schlägt clevere Formulierung

0:00Clear beats clever in all things, right? You will need to repeat yourself until you die. No one cares. No one is listening. And so, I had so many people who were like asking like, "What was the the secret behind the launch?" It's like, I made 5,000 ads that pretty much said the same thing. Like, that was it. And still most people didn't attend the launch. Right, of the book. And we still broke the records and and and and did and did all the sales and donated all the book. We did all that stuff. And still the vast majority of the people that I have in my audience one didn't even find out about it and two even if they did find out about it didn't come.

0:29Didn't even register. And the few that registered still most of them didn't come. So, like you have to think about this in terms of percentages. If I if I have 100 people who register for something, less than half will show up. If I have 1,000 people who find out of something on an ad, less than 2% of them will even click. Right? So, you you're you're dealing with such small percentages that the idea that you want to be clever in any way is ridiculous. And I would say that the longer I've been in business, the more I I emphasize clarity over cleverness. I take uh uh emphasize simplicity over complexity.

1:00How do I make this as simple and as clear as humanly possible? And I think that is that effort of continuing to learn to compress what you're saying and get it simpler and simpler and that is where it becomes elegant. And that is where it becomes effective. And I would say like that that is just a great It was a lesson that I was reminded of. I had a friend of mine we were talking we were jamming back and forth. He had a massive campaign for his company. He spent a day out here with me and we're going through everything and his team had this had this really complex marketing structure. He's a phenomenal marketer. And uh he's like, you know, "Alex, what do you think?" And I was like, "I think instead of having 10 things you're selling, I think you should have one thing and give 10 reasons for it." And he was like, "Yeah, I agree." And so, he simplified everything down to one big benefit and 10 reasons for that thing and had the highest converted campaign he'd ever done uh in the history of his company and he has a very successful company and it's been very big and successful for a very long time. And after the day he came up to me and was like he's like, "Listen, I wanted I wanted to bring He's like, my team has heard me say this so many times. They needed somebody from the outside to say it." He's like, "And I didn't want He's like, "You got to be the bearer of bad news instead of me."

2:03And so, but like, just just as a little marker that you can remember for yourself in terms of writing copy, in terms of making sales pitches, in terms of writing emails, making content, whatever it is, one big idea with 10 reasons, rather than 10 big idea with one reason one reason each. I'll leave it at that. Real quick, 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 scaling roadmap, 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.

2:35And so, we broke it in 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 the 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.