Alex Hormozi's Best Advice on Ads & Marketing | 1 Hour Compilation

0:00Who here runs ads? >> Oh wow. >> Wow. >> What's going on here? >> Yeah. Wow. Okay, well then y'all will love what I'm about to share with you. Okay. >> Wait, on what platform first? Hold on a sec. >> Yeah, no this is good. I'm hot and bothered. >> All of you are >> Meta and YouTube, yeah. >> This is the unique group. >> Yeah, it was really interesting. >> Yeah. >> Okay, you guys will absolutely love this. Okay.

0:24I'm excited. I'm interested in this. So, I believe that the future of media between paid and content has completely merged. Like we have reached the singularity of that now. It's done. Like that's not like going to happen, it's already happened, it's here. And so, my paid team and my media team have now they're now they're one. And so, what we have found to be like what's working now, right? The stuff that's working hot right now. Here's the crazy part. We now mostly, cuz you when you ask the question I was like, huh, that is kind of what we do, but I was thinking about it because it's not as often as it used to be. And the reason is because we pump out 450 pieces or whatever it is of content per week. And you know what's really cool? The algorithm will just tell you which of these are the are the best and most interesting. And so then what we do is we take those things and then just run them as ads.

1:13And I used to think, cuz we did this earlier, probably a year ago, we were adding CTAs on the end, so it'd be like I'd take a piece of content and then I'd be like, hey, by the way, get the blah blah blah blah. We don't even do that anymore. Just take the ads or take the content and then just just literally put an overlay. Just put a banner that says like, click to to grab a thing like it people get it. They're they're they're like if the thing was good, they're like, that was good. I'll I'll take the action that the bad platform, you know, allows me to take right now. Whatever the whatever the thing is. Whatever the widget is. All right, if I if I'm leading to a workshop thing or if it's like, here's my scaling road map or here are the books, whatever. Like you I could use the same piece of content as long as it's relevant to whatever, you know, whatever your thing is. And most of you guys are still talking about the same topic, so it should be fine.

1:58For me, because I do have a wide breath, like it would make less sense for me to have a philosophical conversation about work output and then lead to book, maybe. But like if I'm talking about like more in-depth work stuff, like that middle of funnel, bottom of funnel stuff, the stuff that has lots of saves, crush. Crush. And the reason I think that saves thing is important for you guys is look at the content that you have that gives you the most follows, not the most views. Look at the content that has the most saves. Try running those as your ads. That's the nice thing with the Andromeda, too.

2:27You lose so little running a bad ad. So like at the very least, some of you guys aren't putting out 450 pieces of content a week anyways, right? And so like if you're putting out 20, just put all 20 up. And just run them. And you'll you'll be amazed at how much better they're performing. And I think I mean this sounds obvious now, but like it's 100% aligned with the platform objectives. Like a perfect platform would have no ads.

2:52Right? And so if you can make all of your ads look like content, the platform loves you. Right? That's That's Nirvana for them. Is if the world can just have no ads on on Meta or Instagram or TikTok or whatever, because like as long as the there's purchase intent, which we know that content creates purchase intent. That's why everyone's here. So we know that and we just didn't combine the two. So this has been This is 100% the direction that that we've already gone in and you guys if you just start doing it immediately, you'll be ahead by a year.

3:23So and if you're in Latin America, you'll be ahead by 5 years. >> So you just take your best reels, for example, and you just write a banner with a CTA >> Yes. >> for them to download a lead magnet. >> Click the thing to get the thing. >> interesting? We tried the reverse of that. We took our best ads and posted them as content and it didn't work. >> Oh, it doesn't >> [laughter] >> Well, well like oh, like all right, move [laughter] on. We >> Static image.

3:48>> We haven't made a piece of content since then. Um >> Well, I think part of that might be uh bottom slash middle of funnel stuff. Like the one thing that ads give you, right, that organic won't is that it'll give you reach. Right? You pay for the reach. Like that's the trade. Like they wouldn't normally boost this because it's not good enough content to get displayed because it's more right hooky. Right? And so, you have to pay the platform to do it. Though, if it's if it's good enough, it's valuable enough on its own, they'll distribute it for free. Now, if you put money behind it, they'll super distribute it for free.

4:17>> But what we did find is our best ads were made by short-form creators. So, like there is a move it works taking what works organically and running it as an ad, not so much the other way, but yeah. But I think >> Great for brand. >> I'm a worship leader and I'm launching a mentorship program focusing on the development of vocal skills, stage presence, and leadership. Since social media prohibits targeting religious demographics of any kind, how would you go about running ads to reach my target audience?

4:44>> Uh dude, don't even worry about that. Like the messaging will take care of all that. Like I think select like they won't let you select for something, but I'll just like let me GS be abundantly real here. If you have a chick in the ad, you'll get more chicks. If you've got a black dude in the ads, you'll get more black dudes. If you've got old guy, you'll get more old guys. If you if you talk about Christian stuff with a cross behind, you'll get more Christian people.

5:07So, just make sure that your message matches the prospect that you're trying to reach. And ideally some of the other things you have. So, background imagery, uh props that you use, what you're wearing, uh if you do if you run your ad, by the way, like let me just tell you how I do it. If I were you, I would have a camera and I would be on stage at my congregation and I'd be like, "Hey guys, I need 30 seconds of y'alls attention and if you want to help me like spread this, you know, ministry of helping, you know, young people find their voice, um I'm going to make an ad. Hopefully, you know, don't make fun of me." And then you say, "Hey, my name's Oh, sorry. What was his name? I'm sorry.

5:43Now I'm messing up. I've deleted the question. All right, my name's X, right? My name's X and I'm here and you show this to community like, "Woo!" It's like, but you know what? It wasn't always like this. I had to practice for hours and hours and hours to get really good. And the nice thing is this, I now train the other people at our church. And so, learning how to communicate has been something that's changed my life, can change yours. And the good news is, it doesn't take as long as you think. And so, I just put this lead magnet together of six things that you can do just right before you get on stage so that you can be more likely to succeed. If you want me to help you personalize this stuff, give you feedback, and do that, you should join my school community. I hold calls every week and I'll help you review your videos so that you get better faster and you can have the life of your dreams. Right, that That's the idea.

6:25You have to let more people know about your stuff. And so, the way that we do this is we do the rule of 100. All right? And so, by method, that means that's page 164, you either do 100 reach outs a day, cold or warm, you do 100 minutes of making content and post something, which for some reason I didn't put that in the book. Um no, I say release it one per day. Thank god. All right? But some people hear that first line and they're like, "I'm making 100 minutes of content a day." And I'm like, "I haven't seen you post." They're like, "Well, I'm still working on it."

6:51I'm like, "What are you doing? Post." All right? And then And then um paid ads is 100 minutes a day of making paid ads. So, that's doing the research, looking at other hooks, recording, editing, cutting it, and spending money. Right? You got to spend money. And the amount of money you spend, I would say per month, should be relative to what you're willing to pay per customer. Okay? Now, I have an update to this that I'll share with you, which we learned from the school games, cuz I help a lot of people who are starting out. Now, it doesn't matter whether you're brand new or you're an experienced business owner.

7:17If you start a new channel, you still starting at zero, right? And one of the things that we added in for at least the content side was most of the times you'll be limited by, you know, the amount that you can make and sometimes even the amount of DMs that you can do on on a social platform. But one thing that's not really limited, or less limited, is the amount of comments that you can leave uh on other people's posts. And so, what you want to do, the goal is to have the best comment on a post that is relevant to your avatar. So basically, it's like all of these posts exist, they're almost like free ads that you think are attracting the attention of your avatar. And so what you want to do is have the most thoughtful response to that uh post, and then you basically going to like hitch your ride on somebody else's views, and it's totally legal. So like, do that on top of this.

8:02And this is for those of you who are like, I just don't know what to do. This is what you do. You reach out to people, you make content, you run ads. Pick one. And to be clear, this is Alex's two cents, so this is this is a personal opinion. Um I don't really tear people down. That's just I just don't do that. Um some people like make their whole brands on dunking on other people. I just don't like that kind of negativity personally, like in my life or otherwise. Um you're welcome to do whatever you want. My recommendation would be to give people flowers, and you know, basically give them props, which is what I think millennials say, uh for when they do a good job.

8:34So I'm dating myself here. Uh flowers, right? Uh tell them they did a good job, and basically break down or add to it. Say like, I love all this, and uh and I think it's a great way. So instead of saying basically this is and thinking instead of or thinking. So my first piece of homework is write what your advantage is in your current position. So if you're if you're Nike, and Nike, if you do want to respond to this video, I'm totally okay with it. Uh but if you're not Nike, right? Talk about the unique angle that you have compared to the leader in your marketplace. Cuz let's be real, the vast majority of people who are watching this are not the leader. There's only one leader, and everybody else who's not the leader is more people than the one. So the likelihood that you're not the leader is high. So talk about how you're different than they are in a way that is factually correct, that they cannot argue with. And drop it in the comments.

9:22I'd love to see them. And everything that I just talked to you about, those positions is what I would weave into my sales and my marketing. Cuz the nice thing there is it's also it's not like claims-based. It's just like these are the facts, and this is the reality of it. And if you ever want to make more compelling marketing, the thought that I would give you is just drill one level deeper. At the surface level, it's like it's David and Goliath, but like when you actually drill down, it's an unfair advantage because David isn't really competing against Goliath, it's competing against Goliath's like kneecap. Right? It's like it's the piece of the larger thing. There's this amorphous idea of Nike, but really all you're competing against is the person who's six levels down who got a hired out of college to make their social media posts for one specific, you know, person or whatever. That's who you have to beat. And so like the way that you beat the Roman Empire isn't by taking the Roman Empire on head-on. It's by tiny little nibbles on the edge of their kind of perimeter and just working your way in. And fundamentally, that's how the barbarians over time, you know, crunched down on Rome. And so in this instance, we are the barbarians. For each of the different ways of the core four, the ways of the warrior, the ways of the marketer, right?

10:29We have our I'll redraw this for everybody. We have our outbound, we've got outbound. We've got uh we've got paid paid ads. And then we've got, you know, organic or content, right? We've got organic. Okay. Now, >> [snorts] >> how do we do more, right? So from an ads perspective, we'll start here. More can simply mean more money. It could also mean more creative. It could mean more platforms. All of these things are versions of more. And so I will typically do this in reverse order of risk, right? And so that means that I think that if I'm going to if I'm going to put this in order for paid, it'd be like, okay, well, the first thing I'm going to do is make more creative. If I have more creative, I have a higher chance of getting more winners. If I have more winners, then I'm going to get better ROIs and I'll be able to scale to more markets, more avatars, more segments. Great. So that's the first more I'm going to do.

11:21The second more I'm going to do is I'm going to say I'm going to spend more money on ads. How can I take my $100 a day and spend it for $1,000 a day? What stops me from doing that, right? And then third, if I do step one and step two and I make way more creative and I spend more money, then at that point I say, "Okay, what now that I built this machine that can create 10 times the the creative volume, how do I do this um within the context of uh Instagram? Or how do I do this in context of TikTok? Or how do I do this in the context of X?" Right? Each of these platforms. So, some of you guys don't know this, but for the launch, for the Money Models launch, this puppy, haha, right?

11:56So, for this guy, the reason we were able to do 105. whatever million at the launch is because we didn't just like we advertised so much, right? So, we did I think 2,000 plus ads before the 6 weeks out began. We had banked those 2,000 ads. 2,000. Like count to 100 and then do that 20 times. And if you count it, it'd be like, "Wow, this is really boring." That's how long it takes to count to 2,000. We made 2,000 ads, which takes significantly longer than counting to 2,000. And so, this is what people dramatically misunderstand is the amount of work it takes to do more.

12:36Because then I can say, "Well, my editor I only have five editors and I can't do they can only do, you know, they can only do five ads a day each and I think that's 25 ads a day is all we can put out." Well, if I got to 2,000 ads, do I think that I would have a high likelihood of hitting this big goal? Yes. What would it take? So, it turned out we did the math, it took 15 editors. And so, that means that we had to contract 10 more to do the editing. What does that cost? A lot less than 105 million. So, we did it. Right? So, we figure out what would it take to get this big goal in terms of volume, and then what are the resources required to do that, and then is it worth it? And most times the answer is a resounding yes, not a small yes, a big ass yes. And so, then we say, "Then what's stopping us?" And the answer is almost always nothing.

13:24Just do more. Now, that's how I attack paid from a more perspective, right? From a From a content perspective, the same thing is in terms of scaling scaling editors. Now, one of the interesting things about doing more is that doing more is so painful, right? It's so much work. It's a lot of work to do more. But that pain forces another forcing function, which you don't need to try to do. It will occur on its own, which is you will try and minimize how much work you're doing. Or at least you will try and get more. If you have a fixed work, like I'm going to do 100 calls no matter what. I'm going to do 100 minutes of content no matter what.

13:59What do you think happens? You think, man, it'd be really nice if I got higher pick-up rates. So then you start looking at your time and saying, you know what, people pick up more in the afternoons for my market or they they pick up really hot between 5:00 and 7:00 a.m. in this particular market, whatever. Assuming you're you know, follow the law, whatever. You start getting better. You start looking at the data. You start saying, like, if I'm going to do all this work, I might as well make it worth it, right?

14:23But you have to put yourself in that pain. That pain of the lack of leverage, the pain of it being inefficient to drive as a massive spit plop that just came out. You missed that one. That was That was epic. No. So you have this massive inefficiency that happens, but you have to keep it there because what happens otherwise is like the weak-minded, the weak of will will do 100 for 1 day or 2 days in a row. They'll say, I didn't get the result I wanted. It's like, duh. Of course you didn't. You didn't do nearly enough. And so the reason that your businesses may feel volatile or erratic.

14:56You're like, I don't know what. Sometimes we have high sales. Sometimes we have low sales. It looks like this, right? So let's say that Let's walk through an example. Let's say that you do one sale on Monday of this week and then you do one sale on Thursday of next week and you do one sale I'm going to make I'm not going to draw on the whole thing. So let's say a one sale on Friday of the the following week and then one sale on, you know, Tuesday of the week after that. So you're doing one sale a week and they're kind of happening all over the place. So your your sales look like this, right?

15:22That's that's what they look like. Let me give you the the realest take I possibly can. There is a level of advertising that is occurring that is generating four sales per month for you. There's a level of letting people know about your stuff that is happening. If you want to get to one sale a day, you would have to 7x that level of advertising.

15:49Period. And you might even have some inefficiencies cuz you might not get the same out of you doing 7x. So, you might have to 14x assuming your efficiency drops. And so what? How much would it take for me to do this 14x? And is the amount that it takes me to do the 14x less than a 7x for my business? If the answer is no, then what's stopping you?

16:14Right? And so, this this thinking pattern is why I think people stay small. They get obsessed with the margin. They get obsessed with with the relative returns. They get obsessed with the optimization. But sometimes you just have to do a violent unreasonable amount of work for an extended period of time because part of volume is the consistency associated with it. We couldn't make 2,000 ads in a day. We had to make 25 or 50 ads and we had to do it every single day for hundreds of days in a row to get to the point where we could make 2,000, right?

16:48And that was before we started. We ended up what? 3,000? >> Yeah, like 2,800. >> 2,800. We made 2,800 ads. But we're like, man, I can't I can't scale my ads past a certain point. You don't have enough. We spent 500,000 a day per day at the end of the launch. Last few days. And you can only get to that level of scale with an equal amount of scale in terms of the inputs. >> Um Steve Kaplan uh he says, "I'm relaunching my brand to do AI automations for businesses. I ran a digital marketing agency for 5 years.

17:19Should I just pump out content? What are my top two channels? I have mastery of AI to help me. >> You can take that one. >> [laughter] >> Um the Well, first off, the world is not going to know that you are good at something unless you're good at something unless they know that you're good at something. Like so, you can't start as Alex will always say, you know, the first part of marketing is actually having proof that you actually can do the thing. If you If the world doesn't know that you can do the thing, then it's hard to It's hard to sell the thing that you can do the thing. So, that's That would be the first one. So, um I think you also have the digital marketing agency brand. I would lean on that. That makes a lot of sense. You got proof in this. You can say, "Hey, I've done all of this and since I have done all of this, I can now do this better for you." So, that's a really good frame around this as well. Lean on the proof that you already have is what I would say, but you have to build some proof on the thing that you can do. Otherwise, I'm not believing that you can do the thing.

18:11Overall. Do you say Would you say it differently? Top two channels. I mean, um >> I'll say this. Um right now, so we measured ROI by channel, but that can be deceptive because everything that's closer to a transaction will always have what appears to be a higher uh return. Uh like for example, if I were to say, uh "Hey, who here listens to my podcast?" So, people who listen to my podcast in general uh along with I'll just use podcast as an extreme example.

18:42Podcast listeners are incredibly loyal, incredibly like down funnel, um and are more likely to make any kind of purchasing decision. So, I'll bet you if I were to say, "Who here, you know, who who donated 200 more bucks listen to my podcast?" I'd probably have a huge crossover, right? Now, if I said, "Hey, because that's my quote highest ROI channel, I should go all in on that." That wouldn't be the answer because it doesn't have as as much suggestion. There's not enough reach in it. And normally people take other steps prior to getting into the podcast world. And so, I would say that the right now the two channels that I think have the highest blended return, meaning they capture new attention, but they also nurture, is going to be Instagram.

19:17Primarily because it has it's there's so many ways to transact on Instagram. So many ways to create like you can create calls to action on Instagram almost more effectively than any other platform. You can do stories, you can make posts, there's DM automation with many chat that you can create DM setters. Like there's so many different ways you can monetize on Instagram. Now, the only downside of Instagram cuz otherwise Instagram would be like the the the goat platform is that it's short form. That's the honestly that's the that's the only downside. And I would say that for those of you are making Instagram content, I would strongly recommend a way to make Instagram longer form in terms of its ability to persuade and influence is to create longer captions.

19:55Because the longer caption serves as basically more education than maybe you might be able to make inside of a very short video. Um and so that would that would shift it more towards kind of like LinkedIn which has for example great uh monetization stuff, but like it just has fewer people and it's going to be more how to say like people have a crush on LinkedIn they have. But if I had to pick two, one would be Instagram and the other would be YouTube. YouTube like right now is still I think the king, you know, of like you get suggestion, you get discoverability, but you also get the ability to both make both make shorts and long. So shorts gets you even more discover discovery, but the objective isn't to have a cool shorts channel.

20:30So I'll tell you guys this little story cuz that might that might be interesting for you guys. So I talked about this um with Steve So I went to do Diversify CEOs. Some of you guys saw that panel that I was on. And Steven Bartlett right when we were done said, "Hey, this craziest thing happened." He said, "When I I I I watched or I saw someone who was at the uh influencer soccer game. It was in the UK I think. And it was like all the influencers UK versus all the influencers US. And what was interesting is that there's basically four types of influencers that were there. They had A-list celebrities, number one. Number two, they had short celebrities, TikTokers, you know, primarily.

21:01Um and then they had long formers, so like YouTubers, things like that, and podcasters, whatever. And then they had streamers. So, those are the four categories. And they said that like the the de facto, you know, phallus measuring contest, that's right, being P- PG, uh was how loud your applause was when they said your name when you got introduced. >> Oh, wow. >> And so, what was really crazy is that when they had the A-list celebrities, like it was almost inaudible. Like, barely anyone clapped when the A-listers came out. Then the shorts form people, it was a little bit louder, but barely barely audible. Then the YouTubers came out, and it was like applause. But then

21:36>> [laughter] >> then the streamers came out, and it was like it was the streamers' stadium. >> Yeah. >> And so, to me, it just shows that that like you gain influence through the number of positive interactions that you have with a prospect. And so, the idea is like, how can we increase brand surface area? >> Yeah. >> Um and I'll just give you a math example for this to drive this home. So, let's say if if someone were to say like, would I rather, real talk, would I rather have someone consume 100 pieces of short content from me or one 2-hour podcast?

22:07I'll tell you, hands down, zero questions, not even close, 2-hour podcast. Not like not even a question. But here's the math behind it. So, let's say I have 100 shorts. Average short duration, I think, is 15 seconds, right? For us, at least. So, 15 seconds, so it's a quarter of a minute. So, that means that 100 shorts is 25 minutes. >> Time on brand. >> 25 minutes.

22:29And then one 2-hour podcast is four times that. Right? And so, I'm getting four times the quote time on brand by having one. And so, then the question is, is it harder for me to get somebody consume one piece of 2-hour content or 100 pieces of shorts? And in my opinion, I think it's harder to get 100 pieces of shorts to get consumed, in my opinion. And so, I do think that the shorts are valuable for two reasons. One is because you get facial recognition, which I do think is actually important.

22:56Like, if you ever run ads later, people recognizing you, oh, I think I saw you in that thing. I think that's valuable. But secondary, and this is the main one, is that it brings them to deeper interactions that have more surface area. So, think about your shorts, at least as I think about them, as ads towards getting people into the longs, right? And then the increased amount of content, like what's longer than a podcast? Read a book. Right? If you read a book, you're probably way more way more likely uh to to like the stuff. Okay. So, hopefully that was a little preview for uh for

23:25>> Yeah. I'll say I'll say this one thing and this this is a general theme for a lot of people, like we have a lot of like starting a business new. >> Yeah. >> Uh if you're in like the AI automation, you can actually translate it across the board, is it's easier to learn by helping a client, right? So, if if our general if Steve here actually want to make up a number, made went went to like a uh a local restaurant and said, "Hey, let me build an automation for you that does X thing.

23:51And then I'll give it to you for free." He builds it for that and now he can go take that automation and resell it across the board because he's perfected that one thing. And so, you learn much faster that way by with a live client. If you're starting something new, learn faster with the client so you can build something great for them. Now you have the IP to go replicate. And you'll feel better about the service that you actually >> Hello. Hello. >> Hey Liz, what's up? >> I'm good. How are you?

24:16>> Excellent. You're on Hermosi hotline. So, you've got monthly revenue $600,000 a month. Congratulations. Badass. >> Thank you. >> You're welcome. Rich you got to buy me some jewelry from from Junior. All right. Um okay, ad spend is $150,000 a month. Okay, a little high there. Got it. Um all right, what are your margins right now? They didn't ask that, but what are your margins? >> Well, before we started to I've been preparing for a million a month for the last 3 months. And so, I started building the uh the fulfillment team.

24:49And in the last 3 months, my margins have been 25%. >> Okay. >> But, before that it was 45%. >> Yeah, got it. >> So, in the last 3 months I've been trying to scale build a team team trying to spend more on ads how we managed. >> Got it. >> So, that's it. >> Okay, industry is marketing automation. Okay, so who's the who's the target? >> many many chat funnels. >> Oh, many chat funnels. Okay, got it. So, thank you.

25:14Makes it easier for me. Okay. Many chat funnels. Okay, great. Um and then your offer is it's for e-commerce brands. Okay, cool. And they got to be doing over 10,000 Sorry, 25,000 a month um in spend. That's the requirements. Okay. >> Yes. >> 25k a month. Okay, what's your what's your price? >> 6k a month. >> 6k a month. Okay.

25:396k per month price. What's churn right now? >> Between 5 to 10%. >> Hm. Okay. Um okay, so 5 to 10% churn. Let's just use 10% to keep it simple. So, 60k. What are What's gross profit on the on the service of 6k a month? >> Um well, we we're breaking even in month one and then we're starting to profit in the end of month two.

26:06>> No, but that that takes into account of acquisition. I'm saying what are gross profits on the service? So, how much does it cost you to deliver for a $6,000 a month customer? >> About two 2k two to 3k. >> Okay, two to 3k. Okay. Okay. Little bit high, but that's fine. Okay. Um cogs. So, cost of goods sold. Okay, great. So, uh what's the question? How can I help now that I have context?

26:35>> I've been struggling to double my ad spend. So, our meta ads break when we push from 5k a day to 10k a day. >> Yeah. >> So, the question is should we instead of multiple 1k a day campaigns which might be competing with each other >> They're not. Don't worry about >> a date everything into a >> They're >> not. Don't worry about that that media buying mumbo jumbo. Don't worry about it. Doesn't matter. Okay. Keep going.

27:00So, you want to scale your ads and they're not scaling. Okay. >> Correct. >> Okay. >> So, is one master campaign that's spending 7 to 8K a day with a one single asset in front of ads is better than multiple 1K a day campaigns? >> I have no idea. I actually don't think it matters. >> Okay. >> I I would be real. I don't I don't In my whole my whole life, that has never been the thing that has limited me.

27:30Said differently, I don't think your bidding strategy is the limitation for all your business is not getting to a million dollars a month. This is why it's valuable to have properly identified constraints. >> It is creative then. >> Yes. I think it's probably the creative. Um where you where you How are you thinking through the hooks that you're choosing? >> Well, I'm researching um using ChatGPT, whatever ads I see online, what feels good.

27:58What what sounds interesting on ads. I wrote those out. >> Okay. So, I'll tell you I'm going to guess right now that that's probably the issue. So, are you familiar with the five levels of awareness from uh This is Eugene Schwartz. >> Yes, I am. >> Okay. So, you have to translate those levels of awareness to the types of hooks that you're that you're making. So, I'm going to guess. So, if you have like a hard ceiling on your advertising spend, like once you get over a certain level, like you can't spend more, it's typically because the nature of the hooks and the content that you're talking about only really relates to the bottom of the funnel.

28:36>> Mhm. >> So, you're talking about uh most aware customers who already know about your types of offer or you know, solution or product aware customers who know about They know about ManyChat um or they know about you, or they know about your offers, right? So, that's it's you're talking to a very, very warm audience. And so, Facebook only has a very small amount of people who are, you know, doing $25,000 a month and know about this specific type of product offering. And so, that's the only people they're showing the ads to.

29:06>> Okay. >> And so, we have to start like at the at the extreme, right? You would have the unaware customer who is purely You have to get them purely on curiosity. Like your your business is losing, you know, thousands of dollars a day because you don't have this one integration. That would be something that someone who has no idea about anything to do with ManyChat, anything to do with marketing automation, they might take the next step. Now, what happens is as you go up funnel, right? You go to higher or basically lower levels of awareness when there's way more people, sometimes the funnel has to change.

29:43And so does the lead magnet. Are you just making a straight offer in your ads? What's the funnel? >> I'm make Yeah, I'm making an offer to book a demo. >> Yeah, dude. You're like You're You are You are so level on You're so low on the on on the awareness thing. Like that's the issue. You have to You have to make it easier for someone to take a step. They don't know who you are. Like Like just saying like, "Hey, book a sales call." is a tough ask.

30:10>> Okay. >> Right? And so, this is why like lead magnets and things like that make sense. It's like you might not have need to have a longer process of breaking even, number one. And a longer process of educating the prospect. And you need to have wider hooks. And so, one of the big things that happens in like the whole marketing world is some people are like, "Oh, lead magnets don't work." or they do work. If you just say, "Hey, buy my shit." you will get higher ROAS than have a lead magnet. But you will be very quickly capped by the amount of people who are who are warm. And so, you probably heard the whole like 97% of the audience isn't ready ready right now and 3% is Have you heard that?

30:44So right now you're spending all your time on that 3%. If you want to scale this thing, you got to be able to go up. >> Makes sense. >> So you might Right. And so the the hooks are going to be like, how to double AOV, how to decrease you know, your CPAs or whatever the like types of language that you can make there. And it's like, here's six ways that you can decrease CPAs. Now all of them might include using ManyChat to do it. And they'll be like, oh [ __ ] this is really good good stuff. And if you're super hands-on, which it sounds like you are if you're charging $6,000 a month, like you can give away all the secrets.

31:16I promise you. Just give away all the secrets. It will not matter. Give away all the secrets, all the sexiest stuff, put it in your lead magnets, put it in your ads, put it in your little video sales letter that you have, right? And people are going to be like, I don't want to deal with that. I'll just have them do it. >> Yeah. Yeah, you're right. >> Cool? >> Okay. >> All right, rock and roll. Good stuff. This was fun. Let's do this again. >> [laughter] >> You bet, Liz. I just want to make sure that you're not Like here's what's crazy about this cuz I think this is good for for everyone who's watching, too.

31:46People will stay stuck at this level for like years because you keep thinking it's like a media buying thing. It doesn't matter. Like how you're doing your bidding and campaigns is like we're talking about like 5% differences. Like the things that are going to get you from, you know, 600,000 a month to a million or multi-millions of dollars a month, it's going to be strategic in nature. >> Yeah. >> But do you feel like you can execute on that? >> Thank you. Yeah, I'll look into it.

32:11>> Okay. Rock and roll. Thanks, Liz. >> I sell genetic reports >> Oh, cool. >> and supplements. >> Okay. >> And we've done 51 million. Going to be 51 million this year. >> Amazing. >> And every year's growing. So about 22% growth this year. About 22% EBITDA. >> There you go. >> Um A lot of our systems are in place. The place The system that needs the most work is our marketing and funnels. Our retail is by far I would say by far we do about 22% retail, 40% wholesale, and the rest on Amazon.

32:44>> Okay. >> And I would say the biggest thing holding us back is probably me. Um because I have a head full I'm a doctor and I have all this information and I have all this genetic stuff and I have all these different types of people coming to me and saying I have this problem. Can you apply this genetic solution, you know, IV genetics? Can you evaluate the problem and give me a a guide? Yes, here it is. So, I deal with infertility, pregnancy, neurotropic issues, depression, anxiety, ADHD, I mean all that and I can solve it with my systems.

33:19>> All right. >> And I've got tremendous outcomes. And that's why we grow naturally, word of mouth, as fast as we have been. >> So, only word of mouth? >> Yeah, word of mouth literally. >> This whole time? >> Yes. >> Why? >> Well, we we do have >> Super rich. >> and meta, um but >> What are you spending in ads? >> Maybe 60,000 a month. >> Okay. >> 50,000 a month. Um but they don't they convert but they're not >> No, I'll agree with your claim it's word of mouth.

33:45>> Yeah. Um so, I would like to establish clarity for myself so I can go to my team and say look, [clears throat] this is the one thing that we're going to be working on and we're going to be dealing with say infertility or pregnancy or what have you. And then we we build the funnels and the systems and the director marketing and whatever the title that's going to be. Guides the team and we can then grow and keep going. And the next dollar figure I don't really care. I don't think I'm going to sell.

34:15I'm not sure. I got three three sons. >> Yeah. >> Um you know, extremely profitable and happy. My CEO and I are both too. We we love the business. As long as we're having fun we're going to keep going. And uh you know, I'm I'm comfortable. [clears throat] I've got all the money I want. I could retire now but I I I have this knowledge in my head. >> Yeah. >> I've got to get it out and I want to help more >> Why do you So, why do you want to Unless I misunderstood, why do you want to niche down?

34:41>> I want to not niche down necessarily. I want to establish clarity. >> Yeah, you want a unified message. >> I want to get a unified message and how do you unify a message when it's whole body and you have all these people I mean I used to go to >> I think you talk up. I mean like to me the message you have is really clear. Which is that the problems you have come from genetics. >> Well, they come from your genetic vulnerabilities, but they they truly come from your environment and your lifestyle. >> Okay.

35:08>> So. >> So, it's like your problems come from one of three places and we will help you with this one or like I I I think this is I don't I don't think your messaging is that as confusing as you feel like it is. >> Well, let me let me give you this. >> I feel like I understand what you do. >> Yeah, so I wrote a book called dirty genes. Not these, but genetics, right? >> So, that would have been a turn, you know. >> [laughter] >> So, I didn't used to do >> landscape construction, but >> Yeah. So, with dirty genes the concept is we all have genetic vulnerabilities. The majority of genetic variations that we all inherit, we all have predispose us to various risks. Blood pressure, anxiety, certain situations, whatever you. I can look at your genetic report and say, "Look, you have genetic vulnerabilities here. If you apply this lifestyle, then clean up your environment, and if you eat these foods, avoid these foods, avoid these nutrients, avoid these labs, you can bypass all those genetic variations."

35:57>> Uh-huh. >> So, that's that's the concept. >> Yeah. >> So, optimization of genetic vulnerabilities. Improving outcomes. >> I feel like this is so clear. I'm trying to I don't understand what's wrong. >> The what's wrong is is well, possibly I've been talking about this >> super confusing? Like like with this like people do people come in confused? >> Customers will come in well, there's a lot of influencers out there which I don't name names, but empty chair far who's never heard of the genetic variation empty chair far.

36:28I have. Okay, so I >> MC3R is it's a common genetic variation which >> Okay. How about you avoid naming names? >> I was like, this guy just came out swinging. >> Let me tell you about Joe Rogan. We're not going to name names. >> Yeah, yeah, yeah. Go ahead. >> Yeah, that >> [laughter] >> that >> You're good. Okay, so MC Jafar. >> Okay. >> Sounds like a bad anyway. You can go on. >> Yes. Yes. So, I am I would say the world's foremost expert in this area.

36:56And so, these influencers have hacked onto this >> Yeah. >> and they're using fear >> Yeah. >> to sell supplements if you have the genetic variation. >> Yeah. >> The that is incorrect. >> Okay. >> So, I got to get back on social media even though I was on social media in 2011 and 12 and speaking all around the world on this, now I feel that I have to get back on social media >> Okay. >> and talk about this. >> Any reason you think I would recruit those influencers and like teach them the light?

37:22>> Well, it's funny is the influencer that you're talking about he read my book and said I was a major influence on him. I was like, dude, you need to read the book again. >> Yeah. >> So, regardless, >> Yeah. >> uh >> So, we see he's a fan. >> Yeah. >> Well, I'll say this. Like, I think that um To me, I'll say this. I think that probably I I think I speak for everyone here. I speak for all of us.

37:50I actually think that what you have is really clear. It like I wasn't really confused by anything you said besides MC Jafar. Um But but the actual like what you do, it's like you have genes, we test genes, three things influence them, these things you control, this one we add in and we sell it. That makes a lot of sense to me. >> Yeah, we sell it, but also we we just have tools that help you understand. >> Yeah. >> Cuz even if we don't sell it and I actually >> help people. >> Yeah, and I don't want people to buy a supplement if it's the wrong one and that is actually a huge problem. You know, our sub is really strong and effective if if a mother buys something for her son

38:23>> the best sales pitch. It's awesome. >> Yeah. Well, it's true though. >> If an erection [clears throat] lasts longer than 4 hours, like call a doctor. Guys, be careful. I don't want you to take too much. You're crushing the pitch. >> [laughter] >> So, how do you decide a marketing funnel that would convert a confused mother who's or you know, an infernal dad? >> This is a quiz funnel. >> Yeah. Yeah. I figured you were going to say that.

38:48>> Yeah. For sure. I mean, this is like I just figured you already had one. >> Well, I need a team that will build it for me. >> Yeah. Um this is this is super like you just don't know anybody in the marketing world. But what you need, we can hear. Um what you what you need though is like you need one guy who like this is not this is it's just somebody who lives outside of your world, but in the marketing world. Who here in the is in the marketing world who's like considers himself What is he What What he's asking on a scale from 1 to raise your hand, is it hard to build?

39:19Right. This is super easy to build. Like you can build this in an afternoon. This is like a JotForm that has that has quiz-based questions that then just decision trees into 10 different videos based on the 10 most common issues that people come in with. Yeah. It's literally it. And then after that, it makes a recommendation of physical products. Like super easy. >> Yeah. >> So >> My plan is to make a bunch of videos for YouTube, longer formish, and then

39:44>> [snorts] >> kind of short on you know, whatever. On LinkedIn for B2B. >> I would do this if I were you. I would recruit as many influencers who are science scientistic, I'll say that, or scientific. Scientistic about health and wellness and things like that. I would recruit them after I build my quiz-based funnel, and then I would have my kind of low ticket or low barrier offer be the genetic test. So, they take this, and it's like great, you could be disposed to these things, but take our test. Great. And then they get their test results, which I'm assuming gives them recommendations on supplements that they would and then

40:19>> not. Because I don't I don't I think we're the only ones that create a genetic report which don't then sell our own supplements because I don't want people to go to supplements first. I want them to do lifestyle first. >> Yeah. I I have to like shake my own head and be like, "Yes, Res. That's good. Yes, healthy." Be a good person. >> [laughter] >> Well, it's true though. Because you >> No, I mean, I know it's true too.

40:45I know that you you want to help people. >> [laughter] >> They're sitting there eating, you know, absolute [ __ ] right? And they're like, "Stop eating the crap, and you might not feel so bad." >> Yeah. Yeah. And buy my supplements. But, You feel 10% better. 90% comes from Nordic Flurry's. 10% comes from my supplements. But, but do both. But anyways, so on the way in, this is this is influencers to me, influencer traffic on the front end. Literally just preaching your gospel, have them read the book, take out the snippets, you know, quote that to their audiences. We have to have some front end offer that they'd be driving towards. I'm guessing the genetic testing would be the thing.

41:22Do you sell via phone, or people just it's follow-up sequences that then get them to buy the products after >> It's follow-up sequences. >> Okay. Right. So, then if then that makes it even easier because if you're willing to do affiliate How much does the genetic test cost? >> Well, we stopped offering it, and I just emailed today a whole genome company that we have a good rapport with to white label it. >> Uh-huh. >> We couldn't control the quality of our genetic testing.

41:46>> What's the cost? >> Uh it'll be $400. Whole genome now, four or $500. >> Great. So, this is What's the margin on that? >> Uh it's going to be low, I would imagine. >> Okay. >> So, that's okay. >> Yeah. >> [laughter] >> I believe you. >> [laughter] >> So, this is what I would do if I were you and I wanted to grow this and help more people. I would recruit the influencers. I would say, "I'll give you 100% of the profit on the front end test cuz I want as many people as possible to get tested. And then I would give them all of that profit so you make zero on that which you'll love.

42:19Um >> [laughter] >> I did work with Mother Teresa for a while. >> I believe it. I I believe all of this too. And then after that I would have all my segmentation sequences where I can maximize profit profit. And you're going to get so much ancillary cuz people are going to hear about it, they'll still go to the site and buy. And then the people who go through the test, they'll be happy to push it cuz they're going to make decent money on it if you give them all the profit but it costs you nothing. So, great. And that way that would be my that would be my process to really scale this.

42:45>> Oh yeah. Appreciate that. Thank you. No, we build and sell like luxury gaming tables like pool tables, casino tables. Manufacture them. >> I was saying. Okay, got it. Yeah. >> Um >> That's cool. Like cool backlights and things like that? >> Yeah, like any anything like one-off custom pieces. >> Sweet. >> Um we we're at around 2 and 1/2 million revenue a year. We want to be around 10. >> How do you sell? >> At least. Uh mostly Google Ads. >> So e-commerce?

43:11>> Yeah, she sells. >> But not So over the phone? >> Mainly email and then it goes to a phone call sometimes. >> Okay. Yeah. Okay, so invoices, phone calls. Okay, got it. >> So how do we increase our leads 2x, 3x without breaking the bank? Basically. >> How do you increase your lead flow without breaking the bank? >> Yeah. >> Well, I'll ask you.

43:35>> For quality leads basically. >> Yeah. >> Around 15 to 20k a month. >> Can you spend more? >> Yeah. >> Why don't we do that? >> We've tried and we weren't generating the same quality leads or necessarily getting more. >> keywords are not getting you more quality. >> Yeah. >> Correct? This is probably a scale thing though. Like this is a media buying question. Um because I can promise you that at $20,000 a month you haven't saturated the market for cool custom gaming stuff. Like you could probably get to like 2 million a month before you even get close to that. Um so I think it's probably just a like who does your media buying?

44:12>> We have a company. >> Okay. I would This is a keyword thing. Like this is this is three degrees down like super tactical like we're just buying the wrong words and there's just we like I would be how what's your margins right now? >> 20% $500,000 a year. >> So I you just have to see this as like we might burn $200,000 this year on bad keywords to find another six that we can scale up to $100,000 a month and by doing that we'll 5x the business.

44:45And so if you just see it like that of like okay, we're going to spend $200,000 or $300,000 to take us from 2.whatever to 10, that's how I that's how I think about it. Um in general we tend to be like scared to spend more money and I would say that the only thing that's really shifted for me is like from entrepreneur to investor like kind of wearing both hats is that I look so much stuff at just like return on capital and like what's the point? Like if I think we can get to 10, I would rather just get to 10 faster and I see because I don't live off of that $500,000 a year, I just see all of that as my my fodder for putting back into the thing so that I can get to the next level which side quest for everyone if you're a service business and you have cash flow some businesses are really obvious for where you do reinvestment. If you're brick and mortar, you save up your shackles, you open another location.

45:33Very clear where your capex is. If you're manufacturing, you buy another big machine. Very clear where the capex goes, right? If you're a service business, you do accounts, you're you have you know, you have a law firm, you got legal people what do you do with the extra money to quote reinvest in the business? So there's two primary sources. Number one is going to be talent and culture. So who am I going to hire and how do I how do I up uplevel the team? So in service businesses in general, you can see how good you are and how advanced you are as a service provider by the by the price you're able to charge. And so over time your price should always go up because fundamentally you should have a virtuous cycle of we do good work, that generates more demand, more demand means more than we have supply, which means we can raise the price. With the extra cash, we can then acquire better talent, which means we get we do a better job, which increases our reputation, which increases our price, which allows us to charge more so that we can get better talent. And so the talent should always be going up and so should the price. And so if you're in a in a marketplace where you're like, "Man, we can't charge more than other people." it's because you aren't other people. So we have to beat them in order to like we have to do better.

46:33That's point one. The second area is brand. Right? It's like how do I spend some of that extra cash to solidify the brand of me? So this is not direct response ads. This is like kind of the big aspirational moments, these brand moments. Like we just did this launch this, you know, 2 weekends ago. It's like how do I how do I do these big demonstrations that might cost more and might not be the normal run of business. Like why would Red Bull have a guy jump from outer space down? It doesn't make any sense, but except it makes a ton of sense because I'm talking about it right now. Right? And so you're probably more likely to drink a Red Bull at the break.

47:03Real talk. And so anyways, it's like how does this ladder back to selling more pool tables? For you though, you're not in a service-based business per se, but I thought it was a good offshoot for other people. Um See all of the profit that you have, whatever you don't need to live on as your experimentation budget. And that budget is really like do not see it as I lost money. Like you can't think with that perspective. You will just lose.

47:29You have to think of that this is like I'm going to uh rigorously test keywords until I find more keywords that win. And these are just investments in finding money printing machines because keywords especially once you really find them, they kind of just print for you, which you guys are experiencing right now. Right? You guys spent $250,000 a year and you make it 2.2. Right? You're getting 10 to 1 on it. Now obviously you have cost of goods for sure, but like profitable, right? And I'm sure when you found your first keyword and it started working you were like, "Holy shit."

47:58It's like, great. We just need to find like another 100. And they're there. They're there. And you might need bridge pages. So, you've You may have heard of Eugene Schwartz. Uh so, famous marketer. And so, when you really want to scale ads to colder markets, um for those of you who went through the hooks and the goaded ads, anyone go through goaded ads playbook? Okay. So, this this will sound a little bit more familiar. So, you have these levels of awareness that correspond with size of market. And so, you've got your most aware customers here.

48:36And the reason that these levels are important is that it changes what the hook is and what the kind of click journey is for the customer. So, at the very top, you've got unaware. Then you've got problem aware. You've got solution aware. You've got product aware. And then you've got most aware, which is usually your existing customers.

49:01Right? And so, if you want to expand, so right now, I'll bet you most of your keywords are targeting these people. >> Yep. >> If you want to go up market, which might have 10 times more clicks, we might have to have a bridge page after you have like the keyword might be more like home home projects or like uh access like I I'd have to think of it as I find I'd use a keyword finder and then >> Would your ad agency team work on that or hire a completely different marketing team that kind of

49:29>> A really good media buyer would know this. Um but you'll likely just need to have keywords that are a little bit broader, so you start competing against more people, but as long as you bring them to kind of like an advertorial type page and then they take the next step, and then it basically mimics the same path as this. It's like you take them from product aware to then advertorial, then to your sales page. That bridge, the clicks here might also be like 1/10 the price and there's an ocean of them. And then when you go from there, it's like, okay, what's what's above that? Problem aware. Is your house boring?

50:01>> [laughter] >> Or like, do you have an extra room that you don't know what to do with? Right, these are problem aware. They have a problem, they have no idea that you're going to sell them a pool table. But we have to start with where they're at and then lead them through the journey. >> Got it. Thank you. >> Yeah. >> Appreciate it. >> Cool. Help. Okay. Sorry. She was like, it was an okay answer. Yeah, sure. No problem. >> Considering that we deal with like the top 10 percent of like income earners,

50:28>> Sure. >> does this change at all? Cuz not everyone's always looking, you know what I mean? Or they're >> Yeah, doesn't change. You guys are spending so little money, it's like it's laughable. And I want to just say that so that I can hopefully break beliefs around this. Like $20,000 a month is nothing. Nothing. And the fact that you're doing 2.whatever is amazing. And you're doing it on 20. There is so much traffic. There's so much traffic.

50:55Like for our launch we spent 500 a day. Like, there's so much traffic and people just don't know how to access it. And so I promise you, this like we only talked about just expanding your existing strategy. For sure, if I would say like, if I were to market your business, my first step wouldn't have been keywords. I wouldn't have done that. You guys did and that's fine. I'd say, cool, let's do more of that. But if I was like, if Alex took over the business with my skill set, I'd be on Instagram reaching out to influencers because you have a very visual product. So I'd be getting shout-outs and sending sick customized Mr. Beast pool table billiard stuff and being like, let me make the sickest thing possible for you. Tag me in it and then they send it to either an inquiry page where you can send straight to checkout. And because you guys sell really high ticket stuff, they probably will make more promoting your thing than whatever else they're selling.

51:40So like, and if you had a good influencer do that, you then take the highest converting story that they make and then run it as a white list on Instagram and Meta and it would [ __ ] destroy and you wouldn't have any of these issue. That's what I would do. But I want to go with what you already are doing. That is a highlight that are working which is like let's just find more keywords. But that's if I wanted to go from like when you come back and you're at 6 million or 8 million, I'd be like okay, cool. Now let's get to 50. Here's how we get to 50.

52:05>> I know a lot of you guys are getting your members through content or ads. So if you want Homozie to review your content, your social medias or your ads, link your social medias or your ads library. >> Yeah. Okay, here we go. So we got no no ads live. So let's let's check these out. So All right, so this is a video version.

52:32Okay. Um You know, I would actually throw something out there that I've just noticed is that we started using emojis in ads. I remember in like 2014 because it like felt more native because people were using emojis. And now all marketers use emojis and so I think the pendulum's actually swung back. And so you So fundamentally, if you think about paid ads, you want them to look like content. Like otherwise people will just scroll past them. Now that's not to say they're not going to follow a structure of an ad, but just the look and the feel of it, you want it to look like content.

53:03Like this would probably never be a post that you see in your newsfeed. And so I would I would try and make the posts look more like that. Um Also, manifestors, I don't know if that's if that's a call out that people will self-identify with. So I might chuck that down or up one level and say like Hey, people who believe in whatever. That might just be a that might just do better cuz you're basically giving a label that people might not necessarily um uh identify with.

53:35All right, become a magnet to prosperity just like Greek gods five step manifestation system. So, I think I think I would be talking about pain more. Um You have the things that they do, but I want to I would have I would want to dive deeper into like what the pain someone's going through in their current life as probably the hook here.

54:02Um that's like, "Hey, like you ever keep trying things and nothing seems to stick?" Like that's that would be a hook that would probably get a lot more people. You know what I mean? Um Do you ever look in the mirror and wonder like, "Why am I not further than I am right now?" Like you want to get into their You want to get into their minds and think like, "How would I say this in a way that could actually like people You want someone Okay, so you see become a magnet of prosperity. I see an exclamation point and I just like sprawl, right?

54:28I want it I want someone to read it and immediately nod their head and be like, "Yeah, that's me." Right? Or that's that's interesting to me, right? And so, if you haven't read the Leads book, I talk about this as, you know, if-then statements or, you know, uh implied yeses. These are all things that you want to have as as first line. Um so, this is me just looking at the copy. Uh so, this like I'd rather you reformat these testimonials and punch in so it looks like a like a video. Um cuz it'll probably do better than the way it's kind of formatted right now.

55:02But let's see here. Yeah, again, so this is a lot This is basically just a stack of an offer. I would I would again, I would try and lead in with the pain that someone's experiencing and what it would be like. And so, there's a great thing in the copywriting formula called the benefit of the benefit, which is, okay, I, you know, you're you're going to you're going to have a meal plan with me. Well, what's So, people are basically saying a feature as a benefit. So, it's like, "What's the benefit of a meal plan?" Okay, so the benefit of the meal plan is that you're never going to have to wonder what's what's for dinner.

55:31Right? And so, great. So, that's I'm going to talk about that and so, if I I to have a feature, I'm going to pair it with what the benefit's going to be. Now, you can go another step deeper and go the benefit of the benefit. And so if you never have to worry about what's for dinner tonight, then you can show up at home and always hit your goals because you there's no guesswork, right? Now, no guesswork is again like one of those banner blind list things that's been a little bit used from marketing perspective. So I think, okay, if that's a term I've I've heard before, then I want to say it differently. So, if I say it so limited guesswork, um you're like so that the easiest thing to eat is also the right thing to eat.

56:08Right? And so people are like, [ __ ] if the easiest thing to eat is the right thing to eat, then I would be [ __ ] great great shape. And so this is kind of how you this is how you like double click into copy. Um and just for everybody, like all the rules of writing apply, which you can probably fix 90% of people's copy by just following these rules, which is make sure it's for third grade or less, right? Make sure it's simple sentences, like eliminate commas, you know, for most part. If you have a long sentence, then just do dot dot dots between the between the points and you can drag it between lines.

56:37Um you want to tell simple narratives and stories or analogies. Like analogies work great, uh metaphors uh that that allow people to take something that they don't know, your thing, and compare it to something they do know. And fundamentally, this is what teaching is. Like when you teach, you draw a metaphor. And this also depends on your audience. So if I'm talking to, you know, auto shop owners, then I might have a car analogy and basically compare the car to their business cuz they'll understand the car, but they don't understand the business, right? If I were talking to uh you know, moms about weight loss, then I might say cuz I probably wouldn't use the car analogy cuz they probably aren't super knowledgeable about cars.

57:13So I think, okay, what do a lot of moms know? Might be something that has to do with their kids, right? I would I would relate it like, you ever trying to you ever you know, you ever ever have Timmy and he he doesn't seem to eat the things you want? Well, you're kind of like Timmy, too, but you're actually just an adult and they think about the same way. And so you want to draw these parallels that make the ads educational. And so like the best way to get someone to believe that you're going to provide value to them after they buy is to provide value to them before they buy. And so, you can do that in an ad that's well formatted. So, big picture um I didn't even get into the creative, but big picture uh I would I would have a painful hook.

57:45Uh when I'm talking about the the features, I'll talk about benefits of the benefits. I'd remove the emojis from the copy. Um and CTA probably be around uh personalization. I keep saying this, but I'll keep saying it until people start doing it. Um yeah. Okay. So, those are the those are the big ones. I do think though that the the images that are kind of like they look like AI images of of crazy colors and stuff. I I would rather you talk about your steps of implementation or steps of manifestation if you're going to do that. Um yeah. I'd rather you talk about the process and why it works more than just have an an image of like crazy colors.

58:31Cool. >> So, are you familiar with how to do a VSL? >> Uh no idea. No, that's probably not what I'm doing with this video. We're not doing any video content right now. >> Yeah, why? [snorts] >> Considering that you backyard before and afters >> It's getting sexy. >> Sexy thing to look at in the home. >> Yeah. >> If you don't want to do with the with >> I follow backyard transformations as a as a psychopath. >> Like I just said that. >> I don't even follow you. >> Um and I follow them. Okay, so to VSLs the way I like to start. So, a lot of people like to make these seem like they're this like crazy, you know, magic thing.

59:00>> It is not. >> So, basically you have your intro. You have your, you know, like unique thing. Then you have objections. You know, we'll go through five. And I'll I'll walk you through this. So, basically promise pain uh uh proof plan fix. So, these are our five pieces.

59:28like, "Hey, in this video I'm going to walk you through um how we transform shitty backyards into nice backyards. And if right now you haven't had the opportunity cuz like you're ashamed of having people over or it looks like [ __ ] or you're thinking about selling your house and you're like, "This is actually a major detractor." Um we can help solve that for you. And just like this house and this house and this house and this house. And so what I'm going to walk through is kind of like our five-step process um of how we approach, you know, transforming backyards. And here's a visual road map for me to be able to like where we're going to be in the video. And so this is our, you know, our our LS secrets method. This is our thing. So it's basically this is like one through this. Just like this how the thing works. This is call it, you know, 1 minute 90 seconds tops, right?

1:00:14And then here it's just what are all the big objections that people come up with? Like think of it every like what are the big ones they're going to say? >> Muddy backyard, dead grass. >> Yeah, exactly. So it's like so a lot of people think So it's like here's our process. And so a lot of people think uh dead grass is actually a big issue, but let me show you this example. And so the way we All of these get broken down the same way, which is what they think. So dead grass is the thing here, what they think. Why it's wrong.

1:00:42What's right. And then proof. And that is literally the belief-breaking formula of everything. So a lot of people think that So it's like what they think. So what a lot of lot of people think that dead grass is going to like make this like it's never going to look good. Um but it turns out that you can actually replant or resod or re-turf and it takes less time than people think. And it's actually cheaper than having the irrigation system and whatnot. And so this is how we do it at Lone Star. And let me just show you a couple of dead grass examples that turned into amazing.

1:01:12And the other thing that people think is that mud. And then you just go you literally just do the same. You hit every one of the objections and you just go what they think, why it's wrong, what's right, proof. And you just do it for all of them. And then at the end you say, "Great. Um basically whatever whatever the thing that you want them to do is. So, we have two of these for you. One is uh if you're like, "What's the difference between the first and the second one?" Nothing besides the fact that you just do the video again with different examples. It's still the same thing.

1:01:38So, it's fundamentally here, we're selling them on like being excited and we're pre-framing the fact that like we do hardscape, like we do all of these things end to end. This is our process. This is how we approach everything. doing and so, you know, at the end of this you say, "Hey, you can shoot us a text, shoot you know, at this number uh for a special thing if you want. Uh but look forward to the guy who's going to be showing up, right?" And then when the guy comes, it's more related to like what's the next step in that process.

1:02:04So, fundamentally just the CTA changes, but like that's it. Like if you aren't doing enough or you can't stick with a marketing channel long enough or you think that you doing 10 outreaches a week is is sufficient or you making you know, five pieces of content a week is somehow going to like grow the business. It's like you just have a wildly mismatched expectation against reality. And then and then there's a whole another group of people who you have to be specific. You have to be clear. And a lot of sometimes this happens in a little bit of the more marketing-centric entrepreneurs, they think there's so much magic in it. And I feel like some of you guys might have seen this before, but one of my favorite memes of all time which looks like this and you've kind of got like uh you know, like an idiot over here.

1:02:49Uh and then you've got like a you know, smart person here. Uh maybe I'll put some glasses on him, right? And then you've got like the midwit. And so, what happens is you just want to make sure that you're not this guy. Because usually this guy and this guy agree and then this is the one that gets everyone confused. It's like, "How many seconds should my ad be? And at what point should I drop this color? I think it's because the buttons changed and vibrated." And this guy's like, "I I you just got to tell people what you have and make sure they understand that it's for them. And this guy's like, just tell them what you have and make sure that they understand it's for them.

1:03:22Right? So, you end up going through this whole cycle just to end up with like, just be clear. Get to the point. And so many times I've seen this happen, but deletion will often beat explanation. I would say nine times out of 10 when we look at a portfolio sales script, if it's underperforming, we remove stuff. We cut stuff. We just make it shorter. And believe it or not, when you make it shorter, you can be very clear about what point we're trying to actually make. And if you don't know what the point of the sales script is, that's the problem. And if you don't know the point of the ad, that's also the problem. If you like this video and you're business owner who wants to break through your current revenue ceiling, I just filled every lesson from scaling 10 businesses past 10 million and three businesses past 100 million into a completely free scaling road map that I've used to go from zero to one, zero to 10, and zero to 100 plus. And so, you can click here and you can check it out. Again, absolutely free. And since you're business owner, I appreciate you and uh enjoy.