Über die 10-Millionen-Marke hinaus wachsen

0:00Unternehmer/Gast I uh sell online piano courses for $997. >> Online what courses? >> Online piano courses. >> Piano. >> Yeah. Got it. >> So, I have a tutorial channel on YouTube that links to a email chain and then sales page and webinars selling courses. >> Cool. Automated? >> What's up? >> The whole thing is automated? >> Yeah. Yeah. >> Okay. Got it. >> Um I'm at 1.4 million a year. I want to get to 3.6 million. >> Okay. >> And basically, I'm stuck at my long-form YouTube channel. I basically rank for almost all the learn piano for beginners uh keywords. So, the last kind of 15 videos, even if a video does well, my total channel views and hence my total leads kind of stay the same. So, I tried doing this second piano prank street performer channel,

0:41>> Yeah. >> which did really well, but didn't convert for anything. Like >> Entertainment, but it's >> Yeah, entertainment. So, I'm like, okay, I have basically four options I'm debating. Number one, make really really really good content that's going to get less views cuz it's so in the weeds, but the people who are really into piano are going to like it. Uh >> Do you think that that that wouldn't translate into more sales? >> Yeah, if I like more trust, maybe. >> Okay. >> Um B, really get into a different platform like Instagram and ManyChat and really like nailing that platform. Uh C, learn how to run ads. Or D, really work on the conversion rate of my funnel and kind of shore that up.

1:19>> You might have a double in the conversion rate, but you're not going to have a 10x. So, in terms of thinking like thinking through it, like you can you can like a couple of 10 20% lifts can get you a a double. Um which obviously like we can help you with, but like if I mean, but if the goal is 3.6, then like yeah, you could do conversion rate. It's the lowest risk thing that you can do in the business, but after you do that, like you can only get to 100% and you can't, obviously. So, there's a handful of of levers that you know, that we can tweak um in terms of the tooling, the messaging, how the hooks for the VSLs, the webinar, all that kind of stuff. Um but the the 10x if If I had to bet, I'm going to say this differently. If I had to bet which thing would double the business most likely, for sure bar none it would be one of those.

2:11>> Okay. >> For sure. Like I'd put all of my money on that one. If I had to look like the lowest risk highest likely of thing because you already have an audience. People already know, like, and trust you. Many of them know your stuff on a regular basis. So, they might have explained this yesterday. Did you do the big circle little dot? Okay. Okay. So, who here has an organic following as their primary way? Okay, I have to ask this question differently because if I So, if I say who here is an influencer, two of you will raise your hand.

2:42So, who generates leads by making content? Any hands? Okay, more hands. Great. So, this will apply to you. So, because of the >> [laughter] >> because the algorithm has shifted from social media to interest media. Like everybody here I know hopefully you should know that. That whole like your follower count doesn't matter. Your subscriber count doesn't matter. Okay. So, when you make a piece of content, let's say that this is your this circle represents your How many subs you have?

3:10>> Uh, a little over a million. >> Okay. So, you got a million subs here. When you make a piece of content, let's say that this many people is how many people see it when he makes each video, right? Because not all million people are going to see every one of the videos. So, a very small percentage of that. Now, if we had a pin trick that we could put, which is the amount of people that see the call to action within those videos after retention curves take effect and the ones that are heavier in promotion tend to do worse overall, not always, but in general. So, a very tiny little dot here.

3:44>> [clears throat] >> The benefit of ads is that ads not only reach the entirety of your million, but they also go to every other person that's found interest in your stuff who's just a lurker. Which you probably have a 10 times bigger audience of people who have watched a video or two videos or three videos, but just never hit the sub button, right? And so like if I were to say like right now if everyone pulled out their phones and pulled up Instagram, not all of you necessarily would be subscribed or follow my Instagram. Many of you might consume that content and get displayed that content on your newsfeed or your discovery page because you watch it so the algorithm knows you're interested in it, so it keeps showing it to you.

4:22Alex And so the benefit of that with ads, you get the effectiveness of this dot on a size pie this big. Because functionally the reason that content in general is is so valuable is that it allows you to bring awareness to the brand at zero cost, right? Or functionally zero cost. And so I see the primary benefit is that like your conversion rate and your metrics on a funnel for everyone who's ever seen or consumed your stuff and got value from you will be disproportionate to anybody else that's running ads uh in that space who's doing it true cold. Now, once you break through here, there's an entirely different strategy that we'd have to employ. But if you were like, "I just want to get from 1.4 to 3.6," that's what I would do.

5:03Alex >> Got you. And then should I learn ads myself, hire an agency, or hire somebody in-house? >> Um the My honest answer is I would just nuclear bomb it. Which is if I know that I have to do something, then I buy everything. So, I will buy a course, I'll watch free stuff, I'll get uh you know, an agency to do it, and my deal with agencies is to read my lead book. >> Yeah, yeah. >> agency section. Yeah, I I like to I'll hire one, but I want to learn what they're doing, and that's the deal. And I'll pay more if I have to do that cuz that's all I want to do.

5:32And then once I have that cracked, then I just bought myself a money-printing machine. >> Got you. Got you. Cool. Thank you so much. >> No, you got it. Thank you. 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 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. 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 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.