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0:00Uh, you know, like the Midwit meme. >> Yeah. Yeah. Yeah. >> I feel like the Midw meme is one of my favorite memes of all time because it just it's it's been so true for me in so many domains of my life. It's like, you know, when I started lifting it was like add more weight, eat protein, try hard, you know what I mean? Like do it over and over again. And that was like that was it, right? And then I got into like you know periodization and like you know volume blocks and then you know peaking cycles and like you know you know we have to have undulating periods and we have to have like you know this is better for pressure this is better for st all this like complexity right and then like fast forward now it's like dude just just eat protein add more weight to the bar and you know thank your parents for your genetics like whatever now of course the comments will be like and Alex takes testosterone which I've been public about so deal with it and so I think the same thing with marketing and so like a lot of it Did your testosterone make you more Persian? Was it Persian testosterone?

0:52>> I [laughter] don't know. Maybe. I think it's all genetics of the hair. >> Is that the peed? Is being born Persian? [laughter] >> Um, if anything, I think I think the testosterone would would decrease the amount of hair I have on my head at least. But anyways, um, but yeah, but like with marketing, it's like it's so much like no persuasion occurs in the vague. Like persuasion occurs in the specific. And so when it's like, "All right, I know he he just like if you can articulate someone's pain to them more accurately than they can, they will buy what you have to sell without even hearing much about whatever your offer is." If someone describes every pain in your life in excruciating detail, you're like, "If this guy knows this much about my pain, he has to know how to solve it." And what's also nice about pain specifically is that pain is more motivating than promise. And so it's also more compliant because if we think about like what like what is a salesperson what is marketing in general like we just simply motivate someone to take action right we increase the likelihood that they see this message they take it desired action and so it's like well then where does the basis of motivation come from which is a super complex question and so for me motivation comes from deprivation and we have to deprive the prospect or increase their perception of deprivation around the out the you know the action that's associated with whatever thing that we want them to do or so the outcome associated with what action we want them to take. And so that comes from like when people were like the pain is the pitch which is one of my my little isms is like the pain is the pitch like if you if you can accurately do that and it's not about like fancy words. It's not and not at all. It's it's you know it's short words short sentences clearly defined that it takes no brain power to process and yet it still has emotional resonance because of the specificity. So like lose weight fast probably worked as the for first weight loss ad in 1930 and then everyone was like wow that short words that's amazing but then they had to get like more nuanced and so it's like you just have to keep breaking words down into like what does that really mean? Like

2:48>> it's like have you ever been like the overweight girl who uh wanted to take the photo instead of be in the photo? You know what I mean? >> Yeah. Yeah. No. And that's real. Like have you ever walked your thighs chaf together? Have you ever always had a a coverall when your friends were in a bikini? Like, have you felt weird about, you know, you putting your own sunscreen on? Have you been like in pictures you said? Like, do do you duck out? Uh, when you put your pants on that you used to wear, do you keep do you find yourself holding your breath for longer and longer in order to put them on? Like those are spec, you know, specifics,

3:20>> right? Right? And like that's where copy is driven, which is why you have to know the customer. Which is why in my opinion, some of the best marketers, like the truly goated marketers can advertise pain that they have not experienced. But the vast majority of marketers who are good in specific spaces know the avatar because they are the avatar or at least were the avatar. Real quick, if you're 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 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 deconrain 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.