Die Flyer-Geschichte, die Alex Hormozi demütigte

0:00Yeah. So, um I had a mentor way back when when I was starting my gyms and he was like, "Yeah, we do flyers. Uh that's how we get customers." I was like, "Okay, so I'll do some of those." You say, "You should try that." So, you know, print out 300 flyers and you know, advertising was expensive and I was broke and so 300 was was the appropriate amount of advertising that I could stomach. And so, we put out 300 flyers and I waited. And then the next day, I got a call. I was really excited and uh as soon as I picked up the phone, I was like, "Oh, hey." It's like, "I got one of your flyers." I was so excited. And uh he says, "Yeah, you uh dinged my Mercedes." And I just immediately panicked and hung up the phone. I didn't even say [laughter] anything.

0:38Thankfully, he never called back, but that was the only call I got from my 300 flyers. And so, I called the the mentor back and I was like, "Hey, you uh you told me to do, you know, think, you know, a decade plus ago, uh and way more entitlement." I was like, "Hey, you told me this was going to work, right?" And uh and I'm and and he didn't even respond to that. He was like, "Well, how many did you how many did you put out for your test size?" And I was like, "Uh, what do you mean by test size?"

1:06He's like, "Well, what was the first batch that you tested on so that you could then scale it?" I was like, "Well, I mean, I put out 300 in total." And he just started laughing. And I was like, "Why?" I'm like, "I'm having this very serious moment." You know what I mean? I was like, "What are you laughing at?" He's like, "Hard to know if anything works with 300." He's like, "Well, we test with 5,000." He's like, "And then if we get a half a percent back," he's like, "Then we're okay." 1% I'm scaling to the moon. One and a half. He's like, "I'm singing singing praises." He's like, "If you had a half percent on that," he's like, "You'd get one and a half people." He's like, "And that's tough to see with 300.

1:40Can't really know if anything's working." And I remember thinking that moment like I might have been doing the right thing, but I was not doing nearly enough of it. And I think that there's a lot of early and like I think that story can apply to a lot of things to early entrepreneurship is like we can get disheartened by our first month of making content that we haven't made money yet from it. But it's like not that you're doing the wrong thing, you just might not have been doing it either long enough or enough of it, which time is really just also a proxy for doing enough of it. And so I and I think what a lot of people don't get, myself included when I was earlier starting is people don't get the amount of volume that it takes to be successful, right?

2:20Like I actually I'll tell you I had a different conversation the other day. a good friend of mine, very successful, and um like to the to the B level successful, right? And so he's he had a conversation with me. He's trying he's wanted to start building a personal brand just cuz he wants to give back. And um he was like, "Dude, why?" Um he's like, "Your stuff just crushes compared to mine. Like, what am I doing wrong here?" And I gave him a couple tips and then he was like, "Well, how much content are you guys putting out a week?" And I was like, "I think we're at like 350 pieces a week." and he just like he looked at me and he was like thank you for resetting my minimum standard and because he's an experienced entrepreneur and so he could immediately translate that into what he needed to hear because he was like me with my one a day he's [laughter] like he's like I think it's significantly less reasonable that I expect to have your outcome with with 130th of the level of volume that you're putting out but here's the context is that back to that flyer story he was saying 5,000 And then he said he would go to 5,000 per day after that.

3:22Meaning that in 30 days he put out 150,000 flyers. And in that same 30 days, I put out 300. Right? So I was I was doing one five time whatever five times a 1 1500th divided by 14500th of the level of effort that he was. And so a lot of times people think in doubles and triples when it's the level of effort.

3:46But it just like the example I gave with the guy who's successful already, it wasn't him doing twice the work. He needed to do like 30 times the work to get that level of outcome. And I will tell you this is that across super successful people independent of how they advertise. And this is just specific to advertising, but it it works with product iteration. It works with editing for videos. If you know two editors, I can imagine I'm looking at my own my own uh chief of brand behind me. Um if you have two editors and you say, "Hey, how much time did you put into this video?" The new guy says, "Oh, I put a ton of time into this video. I put like two hours into this." And the experienced editor laughs and he's like, "So that was the first round of edits that you did?" And they're like, "No, that was like the whole thing." He's like, "Well, hard to edit anything in two hours, right? In terms of like if you had a video, right?" And so the the the the the huge discrepancy between someone coming in who's new and someone who's experienced in terms of how much work they expect to do to get an outcome is the difference between mediocre and world class. And like the context here and I'll give you I'm going to keep giving examples because I think it'll maybe drive it home. But like my book, the book that's coming out, I put 2,000 hours personally into that book. So six hours a day for almost two years. every first six hours of her day was [clears throat] writing and rewriting and rewriting. I wrote 19 drafts of the book before it will now come out, right?

5:06And people see the last book and that book sells 25,000 copies a month with word of mouth alone. There's no paid ads. It just and it grows more every month. Meaning people who buy the book, read the book, tell more than one person about the book and it keeps growing. And so I have a bunch of other friends who are business people who are like, "Oh, I'll go write a book." and I they'll text me and they're like, "Dude, I'm already halfway through. Started two weeks ago." I don't I don't even need to know. I can tell you right now the book's not going to be good

5:35>> because like nothing exceptional takes little time. Like great great work takes great struggle because if it were easy then it means it's low hanging fruit and if it's low hanging fruit other people have already done it. Mhm. >> And it's it's the high fruit that take the ladder, that take the climbing, that take getting cut by thistles and leaves and whatever that's still there for the picking. And the thing is is that like most of the big wins in life come from the hard to attain fruit.

6:08[snorts] And the key to most of those treasure chests is actually right in front of most people. It's just that there's just a time clock on the treasure chest. The key is sitting on top of it. It says wait five years and then you can unlock. It's in plain sight. It's not a secret. It's just the thing that makes it hard is not the complexity. It's the consistency. >> Real quick, I'm going to show you the exact 10stage road map from zero to 100 million plus that less than 1% of companies finish. I've now done multiple times. And so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down by eight different functions of the business. what the constraint feels like, like what are the symptoms of it when you're going through it, and then what steps we actually took to graduate.

6:52And we've done this across software, physical products, uh, service businesses, brickandmortar, all of this, and it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just go acquisition.comroadmap. Just enter your info and it'll spit it right back to you. Offering.