Der wichtigste Teil von jedem Content

0:00Um, a buddy of mine was a big infomercial guy. He's a little older. And he did this book He had a book that he was selling. And so he had Larry King fly out and record like a 1-hour book infomercial promo. And so it was like a big deal for him, you know, getting interviewed by Larry King. And so he had Larry King be like, "And you're live with Larry King" like the same intro he does for all the shows. And this guy is a very good marketer. And so he ran the ad and he was like, "This thing's going to murder. I'm going to make so much money." And it tanked. And he was like, "What is going on?" And so then he He was like So he started studying game footage. He looked at his all-time best ads. He was like, "All right, I'm watching this one." He watched this one.

0:35And he was like, "I messed up the hook." He's like, "The hook's wrong." And so he flew Larry King back out, reset up the entire fake setup of Larry King Live, and re-recorded the first 30 seconds. And then pushed out the new one with the new hook. $100 million in the next 12 months. That's crazy. >> And so we had like my story's not nearly as significant as that, but we had a video recently that was like we all were like, "This is a good video." And it got like 5,000 views or something, which is pretty small for our account. And so the guys just cut out the first 3 seconds and then it was like it was basically saying like, "So I had this time when" and then they just cut that out and just went to the when the thing happened. And it went from 5,000 to 900,000. Is it cuz in analytics you just saw a big tank like drop off?

1:20>> like the they they hear the first the first three words or five words or phrase and they're like, "Not interested." >> Yeah. And so you have 5 seconds, but it's more like two. Yeah. Or like 2 milliseconds in a short. Yeah, tiny. >> [clears throat] >> But it makes all the difference in the world. So going back to your team then, like is most of your content team based here? >> I'm going to give a really good sexy >> tactic. >> Yes. So this is something that I haven't even shared with you guys, but I had this realization. So So I had a tweet that just crushed this morning and I was thinking about this when I made it was I wanted to give a business example and then I used a the same principle in a marriage. Mhm. And then and then I did the generality of the principle. But then I was like, I should put the marriage one first because it's the way wider hook. And then I did the business one and then it had the philosophical principle.

2:07And then it way out performed. And so we like when we're thinking about our hooks, we'll probably go wide business principle rather than like any of the other versions of that so that we can get a you know a wider demo. But anyways, this just get like I I enjoy the game. Yeah, I just enjoy the game. Like I think I think it's fun to learn this stuff. Real quick, if you are a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift.

2:33So, 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 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.