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0:00Unternehmer/Gast I sell welding accessories to welders. We do 1.7 million revenue. I'd like to be at 10 million in revenue. What's stopping me is I feel like demand has plateaued and we have about 300,000 followers on Tik Tok and I was wondering if you think >> So you're doing this on from Tik Tok? >> Uh Tik Tok is our main channel. It kind of got things going and then we I have a Shopify store. >> Yeah, but I'm still amazed.

0:25>> Thank you. >> Yeah, Tik Tok has just the worst monetization of of audience. So kudos. >> Uh but I was wondering if you think it'd be worth trying to double that audience from 300,000 to 600,000 [laughter] or jump into another channel like Amazon is what I was really considering. >> You were saying Amazon as a channel? >> Like as a as a means to sell more things. >> Well, so okay, hold on. So are you saying I have such limited resources that my decision is I can either list my stuff on Amazon or I can make more content.

1:03Is that what you're saying? >> Uh >> You're saying go from 300 to 600 on Tik Tok, right? >> Yes, make more content with Tik Tok. The thing I made videos for about a year just every day I was trying to make like good original content and over the past few months been experiencing a lot of burnout and I think that's what's kind of >> Yeah. >> made me interested in looking in other avenues of >> Yeah. >> selling my shirts. >> So this is this is like awesome. I'm really glad you asked this question. Um you have to reverse engineer you.

1:33So what are the things that you actually like doing? >> Making content. >> But but you're burned out though. So >> Yes, yeah. It's >> So is there a type of content you enjoy and other types you hate? >> Um More educational content. I like I like educator educational content cuz I feel like uh >> Yeah. >> when I post it people can come back to it anytime and it just kind of creates an omni presence. >> what stops you from making that?

2:00>> Ideas, like coming up with good original ideas, I feel like is hard and like I know they say just like post the video like no matter what, but yeah, sometimes then I look at it and I'm like, "Man, I got to could be better maybe." >> Yeah. So, um I I don't think you should just do this other random thing for no reason. Um so, if that if that if you want that initial answer, I can give you that one right away. Um I think that the long-term play for you is figuring out how to make the content that you enjoy uh so that you can keep making it. And so, it's either you like the stuff you make or you capture yourself doing things you already like.

2:40Those are kind of your options. Um and then the rest of it is just pain tolerance. >> That's fair. >> Being real. And to be fair, going from season to season of content creation, like you'll probably notice many people, myself included, like the nature of my content shifts over time, and it's for the same reason, which is that like I have to give myself permission to do whatever I want because there are no rules and no one's There's no content police that's going to come arrest me if I don't make a video today.

3:06Um and they're not going to arrest me if it's not algorithm optimized. I'm just going to make what I want to make. Um and that changes cuz I change and I focus on different stuff. The other piece that I will tell you that is worth writing down is that we need to be reminded more than we need to be taught. And that it goes double for your audience. Like maybe some of you guys watch some of my content. You've probably heard me say work more before. Um And so, and yet when you see the seventh video of that in a slightly different context, it's like, "Well, I kind of wanted the reminder."

3:39And so, it's not like you're disserving the audience by reminding them of something they want to be reminded of in a context that is slightly novel. And so, I think one of the big uh burdens that creators or people make content put on themselves that they believe that the content has to be as novel for them as it is for the audience, and it is just not true. Dave Ramsey has been answering I'm broke questions for 35 years.

4:03Like stop spending the money you make. >> [laughter] >> That's it. That's it. That's That's what you got to do, right? And then everything else goes up. That's how it works. World's shortest content piece. But, the thing is is that it's the It's the nuance of this unique situation. Well, there was a girl who won a lot I mean, how I've seen multiple lottery winner call-ins to Dave Ramsey. Have you seen this at like little clips of them?

4:29I've seen multiple lot So, you think, "Oh, well, we can't make another lottery clip. We've already covered what to do with lotteries." It's like, "Well, that was a $22 million lottery. This is a $2 million lottery winner." What's different now? Well, this guy has a wife who hates him, and this guy doesn't. >> [laughter] >> Now what? Well, the answer is stop spending so much money. But, the thing >> [laughter] >> But, you get you get where I'm going with this, right? So, if you weld stuff, and you like making cool projects, the nice thing about your business is super visual, so it's so made for making content around, which is a huge advantage. Whereas, if you like teach stuff, and you have a big box of intangibles, it's Like, for me to demonstrate client finance acquisition, not nearly as fun or cool as you welding some Never.

5:10>> That's fair. >> Right. I also follow a handful of gym equipment accounts. Like, that's probably one of my hardcore side hobbies. I will look at reels of the same piece of equipment 30, 40 times until another one comes up, and it'll be 31 or 41 times, right? And so, I think you underestimate how much your audience might just like your and then you just be okay with posting today's version of that thing. So, just keep Dave Ramsey top of mind, and part of the reason that he's been able to make the content for 35 years is that he enjoys doing it.

5:43And so, it's just find a format that you like, and then figure out all the algorithm around it to make it, you know, all nice and clickable and all that all that kind of jazz. But I'd say start with you and kind of reverse backwards and then long term that's what's going to build it. But was that really the core problem? >> Uh >> I just I wanted to answer that cuz I know that probably affects a third of the room. So >> Yeah, now the uh other big problems that I've kind of realized being here, data. Like I don't know my numbers like I should. That's a big thing that I've realized. Focus

6:16>> You run ads? >> is a big thing. And that's what like you were saying, like we need to be reminded more. That's what I think coming here and just having that laid out has helped >> Do you run ads? >> Yes, we do uh Google and Meta ads. >> Okay. What percentage comes from that? >> Uh >> versus organic from TikTok? >> It's probably 50/50, I'd say. >> Okay, interesting. Got it. And so what's stopping you from just running more ads?

6:41>> Uh I've talked to my marketing guys about it and they say >> We've saturated the market. >> Uh not like that. They say uh we just want to like trickle up slower. So we're planning on spending more leading into the holiday season. >> Okay. Cool. >> [laughter] >> I agree. Spend more. >> I appreciate that. >> If you are a business owner and you are not growing as fast as you 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 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 to acquisitions.com/roadmap, plug in your business information, and if you want us to actually help you de-confidently 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.