Alex Hormozi's Best Advice on Getting Customers | 1 Hour Compilation

0:00What's going on, Alex? What's up? Uh, >> my name is Christian. We run a family office. So, we do life insurance, tax strategy, investments, all that stuff. We also do estate planning. Okay. >> Which we've branded as legacy planning. That's really the focus of what we're trying to scale. Um, >> first eight months we did [snorts] 420K. Cool. >> This this year we've done 210 already, so pacing for a little over a million.

0:25>> Amazing. >> We would like to get to that mark, which is like 1.2. Mhm. >> Um, but we're wanting to use the legacy side of things as like the the the push for the life insurance sales because they're, >> you know, 60-day close cycle, bigger, but not sustainable, >> not as recurring. Yeah. >> Yeah. So, um, we have a lead problem. >> So, with the legacy planning, we're doing about three a month, started in January. Um, >> what's your sales motion and lead genen motion?

0:52>> So, how we've been getting business has been through our personal spears, right? So just reaching reaching out to people we already know. >> Um and then sometimes get referrals from those people. So kind of feel like a constraint. We're about to run out of that. All right. Because you only have so many contacts in your phone. >> Um so we're just wanting to get to like 21 trusts a month. >> Yeah. >> Yeah. >> So I'll give you three paths and you can pick which one you want.

1:18>> Okay. Path one is that you run ads to a webinar where you bring lots and lots of leads in and then you pitch them to a call where you close them. So you don't have to close them on the call on the webinar. Obviously it's info. >> That's number one. Number two, you do it as an inerson. So if you're focused primarily on local, the conversion will be higher, cost per lead will be higher. Um meta works great for that right now because old folks are on meta and so [laughter]

1:45>> it's real. Uh and so you can run meta 2 free dinner uh free information session three hour four hour workshop uh you can serve them and then basically pitch uh a paid call or paid meeting if you want 100 bucks 50 bucks whatever it is just to just take riff raff out >> um and then obviously in you you'll follow the normal sales process option two >> um option three is you go for the COI approach centers of influence uh which is okay um attorneys are an excellent one if you can find a good attorney like basically you you build your entire motion around

2:19>> attracting and converting attorneys as ongoing uh referral partners >> and so it's like how do I integrate in your you know practice so that we can handle all of these components you know that you don't necessarily specialize in and we'll also cross refer back you know to these other whatever other stuff that they do right option one you can also think about it as accountants um those are I would say the three most reputable paths that I have seen for people who are family offices that sell exactly what you sell Um, I would say the easiest for you to do would be the second option, which was the like a local ads to an in-person thing is not that like technically complex. Running national ads to a webinar. There's more skill involved in both those things, both on the media buying, the creative side and a webinar itself has like more tech and just more sales skills are required. And so the inerson can overcome the fact that you might not have a brand right now.

3:08>> Um, because when you're local, you get so much more trust off the fact that you're like, I'm here. >> Yeah. And so I would if I had to pick if I had to pick to like gun to my head um I would say it's either two or three. >> Yeah. >> The people who scale fastest do two. >> Yeah. We are um we've got some seminars planned that we've we've outsourced that and that's we haven't done yet. Doing second week of April. >> Yeah. >> Um and we're also running one ad a week.

3:34The ad I feel like there's a lot of potential there already cuz we're only spending like 100 bucks a week. But we're getting like 20,000 views, 600 clicks, but no conversion whatsoever. >> There's there's a whole bunch there. Um uh where do I begin? Um uh I don't I don't know what the creative is. I don't know what the call out is in the ad. I don't know what the landing page process is. I don't know what the offer is. There's there's a bunch there. I don't know what the campaign's optimized for.

3:58Are you running local? Are you running? >> So the target market I've kind of put like, you know, when you can make the selection is the markets we've already served in. So, which has been like Nashville, Tennessee, Chadnik, Tennessee, Detroit, Dallas, all those spaces. >> Um, and then kind of like the >> call to action has been center around legacy. >> So, like my kind of pitch has been my story and what I've experienced, why it matters so much to me. >> But the the offer in the ad is what?

4:23>> The offer in the ad is to build actual like lasting legacy. >> But that's not the offer. What's the offer? Why do I click? >> Why do you I think people click initially because of what they see. >> Let me say it differently. You offer an assessment. You offer a free call. >> Oh, yeah. Yeah. Yeah. Yeah. Yeah. Yeah. So, we've offered like some of the free documents we've put together. >> Uhhuh. >> What are those free documents? >> So, the biggest one has been a family constitution template that we >> constitution. >> Yeah. >> Okay. >> Yeah. Yeah. So, if you >> And so, that's the lead magnet. >> Yeah.

4:50>> And so, in the ad, that's what you're pitching. >> Yeah. Most of them. I have tried other things. Okay. >> Um that I've seen to get the same like metrics, >> but still nothing. >> Yeah. So, um I think that can be the like I would I would make the wealth event >> the thing. Mhm. >> Give that thing as a bonus just for registering for it no matter what. Print it out in person so they can get it when they come there. So it gives them a reason to show up. >> Um and then nurture the living [ __ ] out of them because getting people to show up in person expect um of the people who say that they will come somewhere in the neighborhood of 25% to show.

5:24>> Yeah. >> Uh so it's like you get 100 confirms, you're going to get 25 to show. of the 25 the show, you should be able to get half to book um for the next consult, half of those to close, and that's usually the metrics of that funnel. >> Cool. Sweet. Thank you. Rock and roll. >> What's up, Natasha? How are you? >> I'm amazing from the Boogie Down Bronx. Thanks for taking this call. >> No, you bet. Thank you. You're on Herozi hotline. How can we help?

5:51Okay. So, I have a mobile archery business in New York City where we bring archery to schools companies. We set up the archery range and we pop up. So, in the past couple of years, I have seen an increase in revenue, but it's been staying around the same. So, in 23, we made like 249 and 100 in bottom line in profit. And last year, we made like 273 and 90 still like around profit. And then this year to date, I did a lot better, y'all. Awesome.

6:20>> We're around 297 with uh the same around 90 for a profit, but I'm trying to get to a million. And so I would like to ask you a question on a strategy or something that's like been bugging us. Okay. If you don't mind, >> go for it. >> So, um, a lot of schools share that they have a cap on their spending and it usually varies. So, here in New York City, you know, each school is like their own business. they have their own like budget versus elsewhere school districts have the higher level budget and it pushes down. And so last week, you know, I was pitching and I was using some of the techniques that you taught and someone was like to my 30k offer, they were like, "Hey, no, um, we really only have 10k to work with." And so now it's sort of interesting. I'm trying to figure out, do I like sew good seeds? Do I like you know say hey let me work with this 10k but knowing that you know when more funding comes in through different grants or funding source for the schools they'll buy more but then do I hold the line and say let me hold that space for another like school but the vision and goal is to have more youth taking part in archery right Olympic archery it's fun it's healthy so [sighs and gasps] that's where I'm at um and it's been exciting like I think we can make 500k uh this whole coming up by end of year.

7:38But I just feel like there's going to be points where there's push back because of, you know, schools have a certain budget. >> You want to take it? >> No, go for it. >> Yeah. So Natasha, one of the one of the really interesting things about like the more money you make, the more money you make is that >> in the beginning sometimes you have to artificially hold this line of supply and demand so that you can make higher margins. Now over time you're just demand increases and then you feel very confident in holding your line because you're like I don't really care. I have more demand than I can deal with. But in the beginning, you basically have to make this trade, which is why I think so many people kind of earn the right to continue to charge more over time because they do better and better. The demand goes up and supply stays fixed or goes down. And so then price rises, right? So if you feel confident that you're going to hit 500,000 and you you want to keep those prices because your margins are they're not I mean they're they're they're good, but they're not like, you know, insane, especially as a smaller business. Um I'm more inclined to try and say, how can we increase your flow?

8:47so that you don't feel this dread about not taking deals. Does that make sense? So like we use marketing to artificially inflate the supply demand so that we can maintain the pricing power that we want for the services and products that we sell. So right now the question is what are the core promotional activities that you're doing from advertising to let more people know about your stuff so that you can have more interest so that you have five other deals behind this deal so you're not as worried about it.

9:20>> Good question. So in our group, one of the things I shared email marketing was my go-to because one of the things you share a lot is y'all pick one. Don't be everywhere. And so email marketing was for was what I did this past year, but I did it monthly and it worked really well. That's why I'm in, you know, further along on the revenue. >> And then we're doing Archery Con in Brooklyn um in September. And I plan on like doing I like I was inspired by you yesterday and I was like, Tasha, don't just make it free, you know, to run ads.

9:52Why don't you like make it free but have upsale and like maybe do an archery con bundle where they get like a arm guard and get some stuff for to cover the ad spend. Yeah. And so I'm working through some of the things you were sharing yesterday. But that's going to be my lead generation too, right? For schools and communities and companies and all things in New York City. So I hope that helps. Like I've been listening. I just feel like I'm in this weird space. >> No, [laughter] you're good. So let me let me ask you this. So, what would it take for you to 5x the amount of email outbound that you're currently doing to generate deals and leads?

10:29>> Just doing it. [laughter] >> Okay. So, Natasha, why don't I just save you so much time and risk and effort and just say just do that? Because the thing is is most businesses, especially under a million dollars a year, the solution almost always is more. And so what you perceive as high volatility is actually a symptom of a root cause which is insufficient volume. You're not doing enough which is why it feels so sporadic.

10:58>> So that's it. So instead of being like I have to change my model, what if I look at my pricing? It's like you're just not doing enough volume. >> So we just need to let more people know about our stuff. Keep the prices where they are. Margins are okay. If you were able to 5x the amount of deals you're doing, you would have a disproportionate drop to the bottom line, right? >> I would. >> Right. So, it's like, let's not mess with things. You have a like, is there a model issue? I'm sure there's things that could get improved, but that's not the constraint of the business.

11:28>> Okay. >> Got it. >> We just need to put more goense. >> Yeah. Just need to put more go in the car. >> Yeah. Absolutely. And then I think one of the things that I want to tell you that you'll be happy about with me is I reached out to like some folks I know hire up superintendent. I was like, "Do you want to do a district tournament?" >> And then that allows me also to pitch like schools to do a district thing to help kids compete.

11:54>> And then it goes back to the messaging you said I got to do more of. But you'll hear about it and I'll give you an update in a week or two or three. >> That's great. I love that. I think you're also our lucky hotline caller because we just hit three million copies sold. >> So, we just passed Harry Potter golden. Uh, not golden. >> That's all you. You gave us the lucky >> Yeah. The goblet of fire. >> I just want to put that on you that you gave us that luck. >> Yeah.

12:20>> Secret snaps, Leila. >> Well, Tasha, do you feel clear on that? >> Yeah. So my homework is to jump into my um CRM. Definitely look at some of the materials that you sent us and just start crafting a great offer sort of too, right? Like don't make it >> where do you have your current offer though, right? Your current like I want to change as little as few things as possible. >> Why do we need to change anything? >> Just do more volume of the thing that's getting you 300. We want to say okay well you're doing a monthly thing. Why don't we think about this weekly or bi-weekly?

12:50>> Okay. Yes, sir. I will do that. >> All right. Rock and roll. Appreciate you. All right, focus. [laughter] >> I will. I will. >> All right. >> Nice to meet you, Natasha. Thanks again. >> Have a good one, Natasha. >> Have a good one, y'all. >> What you think are the best revenue retention opportunities for an architecture firm? What would it take to get there started from scratch? All right, Ameliano, I'm going to give you I'm going to give you some some game.

13:16So, some businesses like yours, you need to chunk up a level to figure out revenue retention. So, what does that mean? So, I'll give you an example. So Allan, see the universe knew Allan the software that we ran. Um at the beginning I was trying to sell lead nurture services to brickandmortar businesses, right? SMBs. Uh the problem with lead nurture services when you have an SMB is that they have inconsistent lead flow. And so we're so as soon as they were like, "Oh, this is great. Uh but how do I get leads?" Right? And I was like, "Oh, no. This is a whole another problem. This is a different business." And so then we had the smart idea of like, "Well, what businesses already have leads?" And the answer to that question was businesses already working with agencies. And so then I said, "Oh, maybe agencies are really our customer." And so that's what we figured out was that agencies would bring customers in and they would churn those people out, right? But they, let's say, a chiropractor agency has 10 chiropractors that pay $2,000 a month.

14:11Some mini itty bitty agency, right? They've got 10 chiropractors pay $2,000 a month. And let's say every month they lose two chiropractors and they gain two chiropractors. I can rely on that agency to use my software month over month over month with each of his chiropractor people even though the logos of the people inside of his little ecosystem will change. But my revenue retention on the at the agency level was super good. So why do I tell that story? because it's an analogy for you, Ameiliano, which is that your architecture firm, you're thinking about it at the house level or at the building level, right?

14:41If you chunk up a level, which is like, okay, um who are the referral partners or who are the people that you do business with on a regular basis? Is it contractors? Is it um who are the people referring you business? And so once we find those people who who you're doing business with on a regular basis, we want to demonstrate that we're retaining them rather than the pro at the project level. So you chunk up and then those become your nodes of revenue. And so you then have your acquisition or your sales motion is going to be geared around how do I advertise and acquire more of these referral partners and I know each referral partner is worth X and it cost me Y in order to acquire them and I can retain them significantly more than I can for the individual products or logos that they're bringing on. That help?

15:24That's how you do it. >> I'm so happy to be here and I've consumed a lot of your your content. Um, my daughter's [clears throat] name is Ila. >> Oh, that's cool. >> Super happy. Um, >> named after Ila. That's awesome. >> Alex, I've I've consumed a lot of your content, read all your books, and my question is throughout your content, you talk about niching in or niching down rather

15:52>> and um, we provide payroll services. We compete with the likes of ADP and >> paychecks. And in that space, it's really hard to niche down when you are just getting started. But we haven't just started. We've been in business for 12 years now. >> All right. >> Um, >> what's head count? >> I'm sorry. >> Head count. How many people? >> Employees or employees? We have four employees. >> Four. Yes. >> Okay.

16:16>> Uh, but we have over 300 clients. >> Most of them are small, but we have three three whales. Now, uh, we've been thinking about niching down, but we are afraid of alienating sure >> a lot of our sources. >> Um, and most of our sources actually are accountants and CPAs. We don't advertise and we haven't really done any marketing, but we are now starting to do that because I feel like I have more time to dedicate to the business. I usually I'm usually done by 2:00,

16:45>> okay? >> So, I can dedicate time to my family, but now my kids are a little bit, you know, a little older. We have more time. I have more time. >> Yeah. Now thinking of niching down to the cannabis industry >> because there's you know better margins and all that >> um what what risks am I facing and what should I avoid when I'm [ __ ] niching down sorry >> niching down >> and yet alienating or just leaving out all the other sources of business for me

17:11>> and in addition to that >> um we are contracted by the by the government by the federal government and that kind of boils down to all all government agencies is state, federal, >> and all that. >> So, we don't want to put cannabis on our main website because >> obviously cannabis is illegal on the federal side. >> Um, so >> what problem are you solving? >> Um,

17:37>> because you don't want to niche for the sake of niching. Like there's there there there should be like it's basically you have a way of getting customers all over the place. if you were to niche to cannabis, it wouldn't work because you can't put it on the site unless you truly niche to cannabis in which case you get rid of you know you'd sacrifice the government contracts um you know as a result of doing that. And so if you make more revenue per customer on cannabis then a big point of that is that you can make more specific messaging and you can have higher LTB to CAC ratios. So that should in theory allow you to expand um basically you can sell more customers in a smaller pool.

18:12It's like fundamentally you want to make the most money. Um, and so right now you've been, you know, you have 300 300 customers that have come in. How many, how many units do you sell a month right now? >> How many units? >> How many people do you, how many logos? How many companies do you sell a month right now? >> At least 200 out of those. Oh, you mean uh like new clients? >> Yeah. >> Oh, new clients. Yeah, probably three or four.

18:37>> Three or four. >> Yeah. Um, you I honestly feel like you you should just like advertise more. I don't think you like I think you just need to advertise more right now unless there's some sort of operational constraint that like if the delivery is very different between different types of businesses then it would make sense to do the niching because then you can productize a little bit more like you can make it more templized you can get more streamlined in the back end but it sounds like if you is the is are you trying to grow is that the goal

19:02>> yeah I think you need to advertise more >> so it's I mean fundamentally now if you can't differentiate basically no one's responding to the advertisement then that's where the niching down become like that's now that would then be the problem that we'd solve. It's like, okay, of the customer base that we have, which ones are the most profitable? Fine. Then we're going to make our messaging to tailor, you know, the offer, the lead magnets going to be similar to whatever would resonate with that with that avatar. And the whole point of it is just so that you have advertising that's going to convert uh and be scalable. That's the that's the problem that niching solves because it increases your lifetime gross profit per customer and with welltargeted advertising, it also decreases CAC.

19:41>> Does that make sense? >> Yeah. And so fundamentally it's it's a it's a it's a it's an efficiency problem that we're solving by niching down. At the at the absolute extreme almost all companies do go broader. But if you already have 300 customers then I feel like you should just advertise more unless there's some problem that's occurring with your existing advertising process. >> Yeah. Well we don't advertise so it's something that >> right and so >> you have no understood. And so it's like you have these CPAs that do the the referee business right. So [clears throat] then if that's the node then it's like okay then I need to start doing outbound to CPA firms using the list of CPA firms that I have as references to say hey we do a really good job for these people and basically build the affiliate network. So if you recall yesterday I talked about you can only have two ways of having a compounding business is one is that people never stop buying which you already have which is pretty cool. The other is that you have people never stop selling for you which you also already have. Yeah.

20:35>> So you have a really wonderful business you probably run really good margins. >> Yeah. >> Right. [laughter] four people, 300 like 300 customers. I would imagine they probably spend 500 bucks a month, something like that on average or higher. >> Is that about right? >> Yeah. >> Okay. Yeah. And so, yeah, you've got a great business. I think it's just okay, we need to get the outbound. And the nice thing is that for accounting firms, it's probably very easy to get in contact with them. >> Sure. >> Right. And so, like, that's the advertising. I wouldn't necessarily even try to go direct to businesses. I would go straight to CPAs. And then CPAs become the And then there's probably CPAs that will sub subsp specialcialize.

21:05You'll know what types of CPAs refer better. And the the process that I would think through is this goes for everybody is is what's the irresistible offer to the affiliate because that's what they are, right? And so almost everybody here when I talk to you is like, "Yeah, I have a referral thing. I give 20% to anybody, you know, who refers me business and no one refers you business." And you're a surprise because if you were to go to every other person here and say, "Hey, I'll give you 20% if you refer me business." You probably be like, "H, I'm good." And so it has to be an irresistible offer in order to get to be really to for it to really work. And so I've seen basically two ways of doing this. One is that they can include your service or a parsed out version of your service in their services at no added cost. That's what you guys do now.

21:49>> Yeah. >> Yeah. Dude, you just need to advertise it. Like you need like that's what you need to advertise. Advertise that to the CPAs and then build that network and then they become the consistent uh referral gen basically every single month. then you can rely on that network of CPAs to send you five this month, 10 next month, 15 the month after that. Um, and so it's like you probably have 20 CPA firms that refer your business. >> How about 30? >> 30. Great. Yeah. >> Feel like my guesses are pretty on point here. Um, so so if you have 30, it's like, okay, what does it look like to get to 300?

22:21And then think about that. So it's like, okay, these 30 get us four referrals. I'll bet you could probably increase activation on those because they're certainly selling more than four people a month between the 30. Yeah. >> Right. So it's like I would probably re like step one would be how do I re-engage with them? How do I integrate into their existing customer journey because if if they have to just remember me then it's like one out of 10 of those CPAs is remembering you once a month. Like that's not enough, right? So it's like I need them to I need them to be incorporating it into every single thing so that every customer they sell has something from me so I immediately get the opportunity to upsell all customers from all 30 of the CPAs. Does that make sense?

22:57>> Yeah. Does that include collateral to the CPS too? >> Yeah. As I the irresistible like what would be the most amazing thing I could possibly do, right? It's like you can sell my service at 100% margin. That's tough for me unless you already have another backend service that you can sell on top of that, right? But like there's a friend of mine who has a a very big um uh CPA firm actually. And what he does is he he goes to people who start small who help small business owners get started. So, some of you guys in this room, and he does a deal where he says, "I'll set up the LLC and like the first bank account for every customer, which is normally like a $300 or $400 service, and he does it for free because he knows that he upsells them bookkeeping on the back end for 2,000 a year." And so, he just gets hundreds of appointments every single day from these people that they bundle his, "Hey, by the way, also when you buy my thing, we'll help you set up your LLC and get your first bank account started, blah blah blah." And they he just is included in the bundle of what they sell. and then they set up a call with him to do that portion of the delivery.

23:53>> Does that make sense? >> Yeah. >> That's the piece like right now if you did nothing else, if you just do that, you're like you would be able to significantly increase the business. >> Okay, >> cool. >> Thank you. >> Yeah. >> So, I run a online coding boot camp for adults called parity.io and I'm in a pretty frustrating position where we've like basically plateaued at around 30 to 40 people per year. We we have pretty good reviews. People seem to like us. I do pretty much only organic through a podcast and around 30,000 followers on LinkedIn.

24:22>> And I'm just wondering how do I hit this magical 100 people per year target. >> What do you charge? >> $9,200. >> So $9,200 is what you charge and you've got 30 to 40 people a year who are buying it. >> Yep. >> How long have you been doing it? This business has been around for about five years and I've been running it for the last two

24:47>> and then was it at Oh, so did you buy it? >> I'm sorry. Can you say that again? >> Did you buy the company? >> Yes, I did. Like a seller financed uh purchase. Yeah. >> Okay, understood. And last year was it also at the same number >> basically? Yeah. Like the it had a pandemic, you know, plateau. It went up to like 50 or 60 people during the pandemic when it was this the software developer market was really hot and now it's kind of gone to like 30 or 40.

25:18We're we're priced under most other coding boot camps and we're much more personalized, but it just feels like yeah, it just feels a little stuck at this point and everybody had good experience to ads >> almost all through a podcast I do that has about 10,000 listeners per month, but it just feels like >> it it's frustrating. Like that's a lot of people, but it feels like no one's actually >> No, dude. 10,000 is 10,000 unique. So there's 10,000 downloads. >> It's 10,000 downloads,

25:44>> right? And how many pockets do you make a month? >> Yeah. Uh, two per week. Yeah. Eight per eight per month. >> Yeah. So, call it, you know, it's 1,200 per episode downloads and not all downloads or listens. >> That's right. Yeah. >> Right. So, you might only have a,000 people, right? You might only have a,000 or 500 or 600 people. And yes, we read the chat, by the way. Um, and there's only 500 or 600 people who are actually listening. So, the fact that you're getting 30 to 40, that actually sounds like

26:11>> good. >> You're getting Yeah, you're getting 5% of your podcast to convert. >> Okay. >> Okay. >> Has your podcast grown in the last year? >> Yeah, you it did, but I think that was like from doubling the amount of episodes. So, I think it was like I was looking at it like, "Oh, great. I'm getting more people." Yeah, I think that was the issue. And so, I've been trying to like explore LinkedIn. I'm like, "Okay, I have like 30,000 people on LinkedIn." And then trying to write daily like

26:42>> not as many as I think. Most of the people come from the podcast and we ask people, "Hey, how'd you find out about it?" It's almost always through the podcast. There's there's like I'd say, let's say 25% come come through LinkedIn and that's about it. >> All right. So, you have a marketing issue. No one knows you exist. And >> the It's It's great that you have a podcast. Podcasts are very very difficult to grow because there's very low suggestability. So you would want to take So I see podcasts and like email list for example as very middle and bottom of funnel

27:12>> and so you need more top offunnel awareness type stuff. So LinkedIn works that's fine but I would also be looking at I mean I know it's just you um but I think you just need to make way more like instead of making more podcasts I think you need to make more LinkedIn content uh for sure cuz that's where a lot of people like I think that's a good place. I think X is also a pretty good platform for people who are trying to like buy, you know, coding stuff. Also, repurposing that content super easy between LinkedIn and X because it's almost all words. But beyond that, if you take the words and then you make videos of those words, shorts or longs, combine the best three, four, five LinkedIn posts you make and then make those into longs uh for YouTube. If you combine all those things together, you'll get significantly more traction.

27:53Beyond that, I'm assuming what's the uh what's how are people actually buying from you? We have like a we we go through a loan provider so it's zero money up front like we we are accredited so we can like get loans people typically pay over like a year back and we get the money up front and the loan provider takes care of like the payments. [snorts] >> No I'm not worried about that but what's the but no the convert like click to close what's happening?

28:20>> Oh click to I'd say like about 25% of if that's what you're asking like 25% of people convert. >> No. So, I see a LinkedIn post or you're good. I see a LinkedIn post or podcast. What do I what's my what what gets me to take action? >> Oh, okay. It's like at the end of each episode, I'm like, "Hey, you know, go go to.io and fill out this application." >> Yeah. Okay. So, thing one is we need a better lead magnet.

28:44>> So, it'd be like I would say you have your course thing. I would say give the first module away for free and say, "Hey, like learn how to do this in under 60 minutes." the first like the one thing that's really valuable like oh my god this is amazing >> and then all you do is all those people get that thing for free you'll get way more leads you can call them up and then sell them >> because a direct ask of like go apply is tough

29:11>> yeah for sure >> right super bottom of funnel like you have a very bottom ofunnel business and so that's why it's not growing because everything is about just conversion >> yeah I was also thinking like we've had a lot of companies that we've worked with that are in the space and the ones that I've seen that have had highest revenue. They actually they make YouTube videos. So, the reason I think it works well for that is because like it's a very um like a lot of people that get into coding like they like watching a lot of videos on coding. So, it's like listening to it is very different than like watching it. I almost feel like you could take your podcast and literally just turn them into YouTube videos. I think that you'd get a lot more buyin.

29:44There'd be a lot more trust and then you'd probably honestly get way more lead flow that way because it's a a platform that's easy to grow on compared to podcasts. >> So, it's like I wouldn't stop doing the podcast. Yeah. >> Yeah. In conjunction with what Alex said, I think the thing I'm thinking is just like you're putting a lot of effort into a channel that's not going to give you a lot of return. >> Yeah. >> Like my podcast and Alex's podcast, like that is like the it's the one thing that probably comes from like I would say like if we want to do it the right way, it would take a ton of effort and be difficult to distribute across other channels optimized for those channels.

30:16Whereas YouTube, if you made YouTube videos, you could take that and put it across Instagram, Tik Tok, Snapchat, LinkedIn. And like it's it's such a better source piece of content that when you're ready to scale again, you can scale that across so many different platforms versus the podcast always just audio. >> Video turns into audio much easier than audio turns into video. >> Correct. >> Yeah. >> So TLDDR to do and that's what's keeping it going. >> Totally.

30:40>> TLDDR two things you need to do. Thing one get a better lead magnetic. Thing two you need to advertise way more which means you need to put out higher volume of content across all platforms especially ones that have high deliver uh high discoverability. Yeah. No tracks. And And so you probably wouldn't do ads at this point, right? >> No, I think you can I think I think you can post No, I think you can you have so much meat on the bone with organic right now. I would do I would just double I wouldn't double down. I' I'd 5x down.

31:08>> Okay, I appreciate that. >> All right, man. Rock and roll. Appreciate you. >> Cool. Hey, thank you. Hi, >> John. What's up, man? Tell me about the business. Yeah. So, we help people with chronic back pain get pain free with our online program. We're currently doing about >> Talk a little slower. Talk a little slower. >> I think our constraint is uh >> Talk a little slower. >> Consistency. >> Can you hear me? >> Oh, yeah. Sure. >> Okay. >> I can >> talk slower. Yeah. Yeah. Talk slower or talk louder. Okay. >> Okay.

31:33>> Yep. So, we help people with chronic back pain and satica. Um we have an online program. >> Okay. So, online >> Okay. >> Yep. >> And you help with back pain. Got it. >> That's right. >> What's revenue? And we're doing n 95 grand a month. >> Okay. So you're doing a million bucks a year roughly. Okay. So you're doing a million a year. Great. Um how are So I know you're online. Are you selling via checkout page or via sales call?

31:58>> We do a DM to triage call to sales call. >> Okay. So sell. Okay. Cool. You're doing online sales people. Okay. >> Yep. >> Okay. Got it. And how are you getting leads? >> Uh it's we have a million followers on Instagram. >> Okay. One million on IG. Anything else? Uh yeah, like 200 grand on Tik Tok. >> Okay, cool. Well, you've probably already seen the difference of uh the value of 200,000 on Tik Tok versus 1 million on IG. >> Yeah.

32:24>> Want me to give you a quick hack to turn those uh Tik Tok people into uh more value, >> please? >> Yeah. So, we have found that the best uh call to action for Tik Tok if you want to sell higher ticket stuff is actually make the CTA DM me on Instagram and then put the link to your Instagram. Wow. Okay. >> Yeah. >> So, like on Tik Tok, you get people to DM on Instagram. >> I know. But you already have your whole DM team set up on on Instagram anyway, so like it works great.

32:52>> Yeah. Cool. >> All right. So, that's thing one. Great. So, uh what do you want to do? What's the limit? What's what's holding you back? >> Uh it feels like keeps consistency. So, we have one sales rep and two setters and I want to get more sales reps, but it's just like one week we'll be filled out weeks in advance and then another week we barely get, you know, enough leads to fill up one and then we just end up pitching on every single post. That just feels fatiguing for the for the client. So, I'm curious, do we start ads? Can we start retargeting? Or do we need to fix something first?

33:18>> How many posts a day are you putting out? >> Uh, we're putting out one post a day on Instagram. Uh, we tested two, but it's just uh like we really focus on we edit it for eight hours, we make it great, so it's one a day. >> Okay. I think you can probably make more. I'll just I'll just put that out there. I would I would 100% not believe in the mythology of like there's a platform limit. There totally isn't. And that's on and I I I pretty much stand by that on every platform. Um like Fox News puts out one I just looked this we were we were calling up this morning. Uh does one long per hour on YouTube.

33:52>> Oh wow. >> Right. And they do like 300 million views. >> Right. And uh there's a Bollywood account that gets a billion views a month on Instagram and puts out a 100 posts a day on Instagram. >> Jeez. Yeah. >> So you have to think about it like this. So instead So I hear what you're saying with the fatig audience. I think more realistically you're fatiguing your editor, not your audience. I think they're not making good enough stuff. No, I'm being real. I think they're not making good enough stuff. Like your audience has no has an insatiable demand for value.

34:19>> Would you like believe that in your core? >> Your audience has an insatiable demand. It will literally never it's an endless pit when it comes to value and has almost no appetite for fluff and waste. So, if we I don't know if you can see the YouTube, but if we have let's imagine that this circle represents a million people. Okay? >> When you make a post, you're getting like 1 to 2% of your audience to actually see it, right? >> Mhm.

34:44>> And so, if you make more posts, you'll just have more 1 to 2%s that see it. >> Okay. >> Okay. Now, where your issue comes up is that when you make your call, you know, your direct call to action posts, then it's it goes from like that kind of thicker dot to just like an itty bitty speck because your your reach gets um hammered, right? >> We actually do a call to action on every post like at the end.

35:09>> Well, it's it's not it's not the end of the world. Again, all that matters is like how long is the CTA relative to the post, right? So, it's usually like are you doing a mini chat integration? >> Yeah. >> Yeah. So, how long is the CTA? >> Uh, it's like six seconds. >> Is it That's long. Is it pre-recorded or is it like pre-recorded then stapled on or are you making them native every time? >> It's native but it's the same every time almost.

35:33>> Yeah. So, you want to swap out what the lead magnets are constantly? >> Oh, okay. Got it. >> Right now, because like why would they respond? They already got it. >> Yeah. >> Right. So, all right. So, I'm going to I'm going to write down little nuggets for you. So, number one, [snorts] we're going to go Tik Tok Tik Tok uh DMs to IG as CTA. Number two, we're going to make more lead magnets so that you can alternate through them. Number three, uh I think more content is a good idea.

36:05>> Okay. >> Number four is I think you need to lower your time uh your CTA time. So, I would probably I would shoot for like 3 seconds or less um for your CTA. The thing is it'll kill the it'll kill the view through rate, >> right? And then that's killing the amount of reach you're getting. >> Mhm. >> Yeah. Okay. And you're doing comment like book or comment whatever and then it DM them the thing. >> No, we actually do a like for free static assessment and then we just basically say comment for an assessment and then we book a call at DMs.

36:36>> Yeah. I mean that's also a really heavy ask. So it might be worth considering like >> a cheat sheet and then a triage question. Okay. >> Because I mean like that's like the heaviest right hook you can do. Um yeah, I'll give you guys a little insight also to the my live stream bros. Um >> on one hand like when we do ads that are like direct to workshop that's like quote the heaviest ass like hey come out to Vegas right that's pretty you know it's got it's got to have a hurdle etc.

37:04Now when we have a scaling road map which you may have seen ads for right the scaling road map um has lower immediate uh rorowaz but over a 60 or 90day window has superior ro to direct workshop in addition to that it also has like 10 times the reach because getting somebody who's a little bit like somebody who's like yep I want to come to a workshop like they've already consumed like this that's almost like it's almost like uh worm audience retargeting more than it's like an ad and a process that like nurtures you know prospects and and you know warms them up, provides value, etc.

37:37>> And so I think if you want to >> broaden uh kind of like the net that you're going through, just make the ask that you have a little bit lighter. So I think one you've got your direct like if you're doing one a day, I would do like maybe two a week of the direct one and then do the remainder of them as posts that are um like lead magnet centered, right? Like seven tips to fix this or whatever, right? And you you can spin I'm sure you can spin a hundred of those things. It's not it's not that hard. And then the triage question is like, "Hey, are you here for free stuff or do you want to solve the problem for good?" And they're going to say, "I want to solve the problem." Then you're like, "Great."

38:09And then you're you're into a sales conversation. >> That's great. And then at what point would you start retargeting ads? >> The thing is is okay, this is this will be great for everybody. So again, I don't know if you can see my thing. Um, so if you think about your audience as this pyramid, right? the people who are buying from you right now are this like tiny tiny little top 1% here. And so there are some things that there are some actions that could get you to to convert just a higher percentage of that 1%. Which means that like we could make the the well or the pyramid

38:44>> larger which we would do by posting more times and making better content, right? Or we can keep that pyramid the same size, right? And then we can move this line of what percentage we're converting and make that a little bit deeper. When you add a sales team, that converts a higher percentage of the audience. When you add ads, you're going to convert a higher percentage of the audience because you're just going to have your ads shown to a bigger percentage of people in that sphere,

39:12>> right? And so it's almost like reaching into forward revenue and pulling it forward, which is fine as long as you're filling up the bucket, right? >> So I would Right. You get what I'm saying with that? So, you will absolutely make more money if you have a sales team and run ads. No question. But then you will hit another plateau >> and you will still be limited by the growth of your organic unless you create a true cold traffic acquisition channel, which is a different monster and beyond the scope of right now. All right? And so my recommendation is um I would want you to double your content. And if you want to keep one of your your CTAs as uh because I don't want you to like I don't want your business to go down. Uh, keep one CTA as your direct to, uh, you know, book a call and keep the other and make the second CTA for the lead magnet and just do two a day.

39:58>> Sounds good. >> Cool. >> Sounds great. >> All right, rock and roll. Appreciate you, John. >> Awesome. Thank you. >> Yeah, thanks for calling her hotline. Okay, Tasha, I'm an online fitness coach. I get my clients from YouTube. I post one long form and four to five shorts a day. By the way, excellent framing for this. Like, everyone modeled Tash to Shana. Um, how can I scale my business to 10,000 a month? I get about five to 10 leads a month. Okay. So, I'm going to guess that the content itself is not good enough. Uh, number one, and I don't know anything about you. So, I literally just saw a tiny little icon.

40:28I'm going to say something that's going to be borderline borderline. It'll be borderline. All right? So, my team can't stop me. All right? Because this is live. So, deal with it. So, I I'll you know what? I won't make this about you. I'll tell you a story. So, friend of mine, uh, obviously I come from the fitness world, so I know I do something out about this. uh was in the fitness space and he was you know listening to you know all the people and making content and doing the stuff and he wasn't as consistent as he should be but like he was [snorts] he was doing stuff um and the big issue when I was talking to him I was like bro you don't look in shape you're not in shape and so I don't know if that's your situation now you have to like look in the mirror quite literally and be like do I have a body that people aspire to have and like I I told you know this particular individual, I said, "You got to go pro, man." I was like, "If you want to be a professional," I was like, "You got to look like this is what you do like full-time like like you go like this is not this is not negotiable." And so, every business has this type of thing. It's like if you're a web design business and you have a terrible website, like that sometimes it's the big obvious thing. So, I'll say number one, I would look there. Number two, um, if you're getting five to 10 leads a month and you're making one, was it long? One long form a day and then four to five shorts a day. Is that what it was? That's a lot. That's a lot of content to only have five to 10 leads a month. So, I don't know what your view count is on your videos, but you can you probably need to make better content.

41:55That's like the absolute simplest thing is like you just need to make way better content. Number one, um I guess that's number two, get in shape, number one. Number two, make better content. Number three, you might not be soliciting your audience. So, one of the easiest things you can do, I mentioned this earlier, is like you can have people just directly DM you on Instagram. Um, and if your content is o wholly on YouTube, then you need to direct them to a platform where you can more easily have a conversation, right? Conversions happen in conversations. All right? And so, I would say um, send them to a calendar or put a calendar link for people to just book a call straight with you. So, I don't know how you're collecting leads, but if it's like an opt-in or something like that, like you can probably just put a straight calendar link uh, on all the places that you um, make content.

42:39So, there's five if you're on YouTube. So, you've got your profile bio, number one. Number two, you've got your pinned comment underneath of every single one of your videos. Number three, you have your description, which you want to make sure that it's the first line with the link with some sort of big reason to why they should click it. Number four is going to be community posts on YouTube, like you should post your community post. And number five is you got inv video. So, a third of the way through a video, you uh make a quick call to action to whatever it is. might be like, "Hey, by the way, if you like this, then you might want to come, you know, buy more of my stuff or work with me directly, whatever it is." Um, and I would say, if you're in the fitness world, then I would make my uh make my CTAs around personalization and accountability. That's the number, you know, one and two things that people want when they're trying to lose weight is they want it to be personalized to them and they want accountability. So, like, what can someone not get from free internet content? They're not sure if this is right for them or that it's personalized for their specific needs and they want somebody to like call them up and be like, "Hey, stop being a stop being

43:35>> [laughter] >> I'm trying to keep this PC. Uh, stop being a stop being a uh, man, I have so many words that are just not good. Um, a rotund individual. Um, [laughter] stop being a fatty. All right. They need to tell they need to hear that, right? That's what that's what they need to hear. I'm not saying that's uh what you would say, obviously, but they want somebody who's going to hold it on them. Okay. You're on Herozi hotline. What's up, man?

44:03>> What is up, man? Happy birthday and man love. I'm watching right now. >> No, dude. You're the man. Um, okay. So, we got five minutes. Tell me uh topline, bottom line, and uh what's what what's holding you back? All right. >> Yes. Top line doing around average 80k per month. >> Okay. 80k a month. >> Doing around 35 35% um

44:30>> margins. >> Profit margins. >> Yeah. Okay. and constraint right now is >> getting more qualified leads. >> Okay. >> And more of them to be honest. Yeah. >> Yeah. You just want more leads, more front end. Got it. So said differently, you can handle double the customers you're getting right now. Is that correct? >> Yes, we can. >> Okay, cool. So if you can handle double of the customers, um what are you currently doing to get leads?

44:59>> Yeah, that's a great question. So right now we are trying to have a free optin and the free optin is into a lead magnet. Um that's to get more leads and then we also are going to run a low ticket product to turn those guys into more qualified buyers. >> All right, let me tell you a secret. This works for everybody who's listening to this.

45:25I know that it's very common in the marketing world to talk about, you know, educating and creating your ideal avatar. Okay, I would say that in my experience that tends to be not true the vast majority of the time. Marketing acts far more as a filtration system more than it does as an education system. So, it's more that you are finding the ideal buyers than you are creating them. There's always going to be the exception every once in a while.

45:52Hey, this guy bought this thing for a dollar and then you know you started starting his life over and all these other things. Of course, there's always those stories, but those are the exception, not the rule. >> And so if if the idea is right, go ahead. >> Yeah. Okay. That that completely shifted my mind because we're like on the process of creating like a low ticket that gets them into being a low like a qualified buyer. So that's what we thought.

46:16>> Now, if you want to add friction, >> Yeah. I would just say this the like there's nothing wrong with having a quote lower ticket purchase in order to shift the relationship from a c you know from a from a watcher to a customer right like that's fine like people buy books 29 bucks you know like you buy a book um and you know you become you become a customer shifts the dynamic relationship um but it's less so that like oh bec like it just takes a long time for a lot of people to do things like it takes years right and so to expect that unless you have a super long-term horizon like which I do here, which is why I have all these books.

46:49We're trying to give them awake because like I this is my forever business. But um right, it's like I I know that there's an 18-year-old right now who's going to buy these books and is going to sleep under, you know, use sleep under his pillow and in four years in three years he'll have an AI startup and then he'll hit me up, which literally happened crazy. Uh two months ago, one of the AI startups that we are invested in, hardcore Mosny Nation guy, started read all the books and then created AI for uh legal. So they handle all the intake calls for law firms now. So, he found a vertical B2B SAS high ticket.

47:20Um, sells his AI through there. Oh, Jesus. It is. There's a whole bunch of chaos in the background. Sorry about that. Um, sorry. >> Wow. [clears throat] Yeah. Completely shift shifting my mind because we're like spending like all this time to like create this product that turns them in. So, what you're trying to say to me is that we should just get more. Just get more leads. >> You want to get more leads. person,

47:44>> you want to get more leads. And specifically, you want to use things that don't attract beginners with the intention of saying, "Oh, I'm going to turn a beginner into an advanced person. I'm going to attract advanced people with the type of content that advanced people talk about." So, the reason this book for particularly um it actually flipped the ratio of the people who attended the live launch. So, when I did the leads book, we had a dis we had probably twothirds of people who were there uh didn't have a business. And I think the main reason for that is because the subject matter. So what we talked about with the leads book was like how how to advertise? How do you get your first customers, right? Well, really you can advertise at any scale, but many people who don't have customers are like, "Oh, I think I just need more leads." Now, if I'm talking about cash conversion cycles, how do you how do you get more customers spend more money in less time? That's purely a business owner problem, right? It's because the nature of the subject matter on this launch, twothirds of the people were business owners. 65% were business owners at this launch. And it's because the nature of it, like you're not thinking about cash conversion cycles.

48:38You're not thinking about offsetting CAC. You're not thinking about how you can accelerate cash flow. Like none of these things are issues when you're when you don't have a business. When you have a business, you understand the nature of the problem, right? And so because of that subject matter, it lend itself to more business owners. And so when you're thinking about how do I want to attract barbers who are going to spend more money, then it's like, okay, then what do barbers who have more money to spend, what are their problems? And I guarantee you their problems are different than some of the more junior ones,

49:05>> right? Okay. Okay. That's awesome. Let me let me let me ask you this. like would me doing this strategy right here that I'm about to tell you fix what >> and we got 90 seconds. All right, 90 seconds. Just keep going. >> Awesome. 90 seconds all I need. >> Okay. >> If I created a a better lead magnet that attracted the those problems of the higher, more advanced barbers, would that solve what you just told me?

49:30>> Yeah, totally fine. >> It's going to be both the lead magnet, but also the content that's that's advertising it, right? So if you say like get rich quick, start your barber shop, right? And then you have an advanced lead magnet, it doesn't match. So it has to be congruent. So like the nature of the content, the nature of the advertising should match the messaging and the thing that you're giving away. But also, and I want to be clear about this. I I'm this is a key point.

49:53>> Your cost of leads might triple. >> But >> why? >> But yeah, because there's not as many of them, so it costs more to get them. But >> said differently, would you rather spend 10 like get a $10 lead that's worth 30 or would you rather get a $100 lead that's worth a thousand? >> The latter for sure,

50:18>> right? But you still spend 10 times as much. So that's the thing, right? So you have to be comfortable with understanding that it's the it's the ratio between the numbers, not the absolute amount of the number. And as soon as you because like when you make a shift like that, all of a sudden your metrics are going to change. You have to expect there's going to be a little bit of like a readjustment period where you rebaseline and relearn the numbers around this avatar. That make sense? >> Why? Like to take payback period at the start to after

50:46>> I didn't hear that last part. >> So like so like basically have a at the start I won't be making money from from paid ads. >> Well, you might but it's just the metrics are going to be different. >> It's just the metrics are going to be different. So just expect an adjustment period. That's all. And if you're going to do that, you also need to make sure that you're selling because right now I'm I'm telling you this because I know this is applying more than more than one person. You need to also make sure that you're adjusting your price for this newer avatar. And so, um, what the first playbook that I want you to read because I know that you you got the 800. Um, the first playbook I want you to read is the LTV playbook. Okay?

51:19I want you to follow the LTV playbook to a T. And there's also inside of the lost chapters, um, one of the chapters in there is called your first avatar. And so read the your first avatar chapter and read the, uh, lifetime value chapter and just execute the steps in there. Okay. >> You got it. I'll get it done when I see you in the workshop. I'll be coming out. So, thank you. >> Oh, rock and roll. Appreciate you, man. >> I really appreciate I'll see you then.

51:43>> If you wanna you want to win on plans that don't require luck and so if more people find out about my stuff, I'll make more money. Okay, if more people like my product and tell their friends, I'll make more money. If every person who bought my product told at least one other person, I would never need to advertise ever again. So, if that were the actual problem, why would I not put all of my emphasis on solving for that? Like that alone, because if you accomplish that one thing, you're done. And so, people spend a lot of time on the logo, the brand, the website, the colors, the whatever. when it's like how do I make it so good that people a are like oh my god I have to get this and let me tell my friends about it after I've consumed it and if that's where you put the disproportionate amount of your energy you'll get a leveraged return and so I talk about leverage a lot because I just believe the game of business about leverage and to define leverage it's the difference between what you put in and what you get out right so if I do if I if I DM people one-on-one I put a certain amount of effort in I get something out if I use a dialer that does 10 times the amount I put the same amount in in terms of effort, but I might get 10 times back. So, that technology gave me leverage, right? If I can borrow someone else's money to start a business 10 times bigger right off the bat. That's leverage, right? It's just the difference between what you put in and what you get out. And brand, for example, the reason I think it's a a worthwhile endeavor to invest in it is because if you build it one time, then you can use it multiple times. So, it's the idea of um build once, sell twice.

53:11So if you can build things that like I mean you spent a long time on Alpha Brain and the work that you did on the onset of Alpha Brain continues to pay dividends to this day. That's a high leverage activity. In those early years you put a lot in but then there was significantly more on the tail. And so the rush is ultimately what kills most people because they're so concerned about like I need to make money tomorrow. And I can appreciate the short-term need for that if any of you guys know my story. Um I get that. But as much as you possibly can balance how can I solve a problem for good so that I can just move on to the next boss rather than having to keep fighting every month to pay payroll or pay myself or make whatever net I need to make. And so building a brand works like that in terms of if more people my reputation can spread on its own then I don't need to do more advertising to get more customers. And so I'm going to I'm going to hit the the eight real quick just because I think it'll be helpful for for you guys. But you can reach out to friends oneonone. You can reach out to strangers one-on-one. That's cold calls, cold DMs, cold messages, whatever. You start with friends cuz they're a little nicer. Go to strangers. You can post content publicly. Or you can run paid ads. Those are the only four things that you can do to let other people know about your stuff. And so right now, if you're like, "The majority of my day I'm not making money and I'm not doing those four things," you're [ __ ] You're not going to make more money. Like those are the only four things that one person can do to let other people know about their stuff. Period. Now, the more leverage is getting other people to do that stuff for you. And so, version number one is that you get your customers to do those core four for you. They tell their friends, they tell strangers, they tell their audience by posting about your stuff, leaving a review, leaving a testimonial, whatever. Or now, they're probably not going to run ads for you, but those are the four things that that customer could do on your behalf. You could get uh an employee to do that. So, you hire somebody who's like, "Hey, I've got this system where I reach out to this many people or I cold cold email this many people. I cold call this many people or I make this amount of content.

55:00Can you I'll record these videos. Can you edit it and cut it so I can do more? Right? So you get some time back. So now you just record and then they do all the cutting and distribution so you get more for what you put in. Leverage. You can hire an advertising agency to either make content for you or run ads for you, right? Those are things that there's also cold outbound agencies that do that as well. You can hire an agency to do it. And then finally, you can get affiliates, which is just other businesses that already have your customers. And so [clears throat] affiliates also work like influencers.

55:31So like Rogan would be in now he had equity and whatnot. But fundamentally somebody who already has your customer base. They've already done all of the work to assemble everyone. They already have everyone's attention. And then you make and this is why the uh the the thing that we started with is with deals. Um you make an agreement that makes sense. And so maybe you do have a friend that has a medium-sized following. Treat them as though they weren't your friend and ask them to treat you like you're not friends. And then if you can still come to a deal, then you'll both then you'll both benefit because you would have done it anyways with a stranger. And so those are the four ways you can get other people to promote your stuff. And so right now, if you're not using the core four because you can use the core four to get those other ones. So you can use the core four paid ads, outreach, posting content to get employees, you can use those to get affiliates, you can use those to get agencies, you can do those to get customers. And then that's the cycle. So you use those four, get customers, and then those customers use the core four to get you more customers.

56:26Use the core four to get affiliates who then get you customers. And then it goes in around and around. Is this making sense? Okay. So, if you're not spending your time doing that, welcome Crystal to Herozi Hotline. >> We are hot. >> Hey. >> Hey. What's going on? >> Woohoo. >> Oh, hi. Sorry. I was watching you on YouTube. >> Hello from Hawaii. >> Hello from Hello from Vegas. All right. So, you're doing 33K a month. Okay.

56:53>> Got it. >> All right. Ad spend is zero. Got it. Real estate is the niche. Okay. Aahu luxury homes. Okay. Real estate luxury. Got it. Uh offer is buy sell for high net worth. Okay. So you are a an agent, right? Are you a brokerage? >> Yes. Yep. >> Okay. Are you a brokerage too or just an agent? >> Oh, just an agent. >> Okay. And I said just that sounded that sounded dimminitive. I didn't mean it like that. So congratulations. Um

57:21>> Oh, [laughter] okay. >> Okay. So the train is needs funnel and a clear hook. Unsure if buyers or sellers can share the same offer. Okay. So, you want to sell more houses, right? >> Yes. So far, I'm on track for 25 million this year, but I want to get to 50 million. >> Okay. So, what do you do right now to get leads?

57:46>> It's all referrals and couple times a month I'll go live on Facebook. Okay. >> I was doing it more consistently and I would get leads that way, but it's mainly referral-based. >> Okay. Okay. So, when you did go live more consistently, you got leads that way? >> A few. Yeah. Like this year, I picked up 10 million in sales from that one Facebook video. >> Well, what do you think? I'm going to say

58:11>> to do more of going live. >> Yeah, that seemed to work pretty good. So, you did 10 million in sales. Your commissions what? >> Call it 3% on average between buy and sell. >> Yes. >> Okay, cool. So, you made you made uh $300,000 off of the lives that you did. How many lives would you say you did? >> Um, usually only two a month. I used to go live every Thursday for four years straight.

58:38>> Okay. So, two a month. And let's just say that that's what you did the year that you did the extra 10 million. Does that sound accurate? >> Yes. >> Okay. So, you did 24 lives and made $300,000. So, you made like $13,000 per live. Yeah, that's good math. >> That feels worth it, right? >> Because it's Yeah, because it's it's pretty easy and fun. I just hop on, do a house tour, then hop off.

59:06>> Yeah. So, what if we did that? How many How many houses do you show? Uh or how many houses hypothetically could you do that for per week? I want to say max, not like let's start from where you were to like what would be the maximum amount of those that you could do? The max would be I mean if I really hustled probably 20 would be like moving >> with my schedule. >> 20 per month. >> Oh, I thought you meant per week. >> Oh, per week. No, that's that's even better.

59:33>> That's even better. >> I could do five per week. I could do five per week. >> No, but I like the 20 per week. That sounded so much better. >> How about this? We'll do this. >> Do phase one of this. So, do five a week, one a day. Do the sexiest one. >> All right. the one that's the the most banger that you could walk through. >> Do that for six months >> and then at that point decide whether you want to go from five to 10. [laughter]

1:00:00>> Oh, >> and again remember the thing is is that you're operating from the perspective that you have the existing resources that you currently have to make that decision. But that's not what's going to happen in six months from now. Because if the same math held, right? Then that would mean that you would be able to accelerate. And let's assume that you're half as efficient with these ones because you're doing more of them, whatever. All right, let's just assume half. So you're making, call it $6,500 per, let's even go less than that, $5,000 per. Okay. So if you did that, then you're going to make $5,000 five times per week. So $25,000 a week comes in extra $100,000 a month. $1.2 million per year extra in commissions. So uh that would triple. No, you'd go from $33,000 a month to $133,000 a month. So you would quadruple your business if you just did that. And that's at a one-third efficiency of your current lives.

1:00:48Gotcha. Does it matter that I don't have because I'm learning so much with your content. I signed up during the book launch to the ACQ group. Um I don't it's not like I'm doing a specific hook or anything. I'm literally just hopping on doing a house tour, saying some things about Hawaii and then hopping off. So, it's not very strategic. >> Phase one is do it. >> Okay. >> Phase two is once you do it, you'll realize which ones work better and then you'll start getting better.

1:01:17Okay, >> because here here's what ends up happening. You'll commit to the action, right? You'll do it. And then all of a sudden, you're like, "Well, shoot, I'm spending all this time doing this. I might as well take 20 minutes to just look at good hooks to start with." And then the next week or two, you'll start with good hooks. And then you'll do it and be like, "Oh my god, this is so much better." And then you'll think, "Man, that was just with 20 minutes. I wonder if I spent an hour a week just prepping a little bit more for each of these and all of a sudden you'll get even more." And then this is how you get in the game.

1:01:43>> Gotcha. Gotcha. Gotcha. Um can I ask one more question? I don't know how much I know I got it. Good. Um how would I document because yesterday's workshop was so good. Document the aspirational achievements you know of >> for you it's already done. It's already done for you. The houses do the work. >> Oh interesting as in the pyramid >> like am I solution aware or am I product aware? Like I wasn't sure where I fell.

1:02:10So I think for you again like >> what like you showing sick houses is going to be like I just I don't even want to get into that stuff for you right now. Like >> the reason that there are so many real estate reality shows is because people like looking at nice houses. >> Now the difficulty of what's going to happen. So this this let me just play out what's going to happen next is that if you do this and you're consistent you're going to get a lot of people who start following you because people because people in general people who are broke and people who are rich like looking at nice houses. That's why those work as shows because broke people look at them too, right?

1:02:41>> So, >> right. Right. >> We just need to make sure that when you start getting these leads because the next thing you're get overwhelmed like the next call we would have if we were to fast forward this to three months from now is you're like, "Oh my god, it worked but it worked too well and now I've got too many leads that are like that are broke uh versus the ones that are good, right?" [laughter] And so then we're going to have to put a little bit of a triage process in place. And at that point though, your sales commission should already have, you know, gone up by a decent amount. And then you can afford somebody to just work your DMs for you.

1:03:08Okay, gotcha. >> Cool. >> I'm fine. >> And nice thing is you can have somebody overseas do that. So you don't even have to like that's not going to be a super high expense. You can pay, you know, 500,000 bucks a month and have a full-time VA who's trained on, you know, a a simple, you know, six or seven question script. Very easy. >> Do I do I go live on Facebook or IG? >> Both. >> Okay, I got to figure that out. I've never gone live on IG. >> I promise. It's one It's one Google search away. It's one Google search away. [laughter]

1:03:38>> I know. >> Cool. Yeah. Like you could like quadruple your business by doing one thing every day. I feel like we should just do that. >> Okay. I love this because I was trying to figure out what one thing to do. So, this is very helpful. >> This is a good one thing. This I I feel very confident in this one thing. >> Okay. Thank you. I'll talk again. Yep. >> All right. All right. >> Thanks, Alan. You bet. Take care. Bye. >> This is a great question that that Crystal just brought up, by the way, everybody. um like when there's so many tactics that you have that you're like how you know I could make this better.

1:04:08This is something else I could do is like just start. And the thing is is that you will like by doing by starting and doing a lot of volume you will feel the pain of doing a lot of volume with very little output. Then what will happen is you're like man if I'm putting all this time into it I'm going to start getting better. And so most people try to like they they have this this fallacy of the perfect pick like I have to make the perfect thing or it's not worth it. It's like no, like start realize that it's going to suck because you're putting all this time into it and then you will be pulled because you've already made the commitment and you keep keep your commitments to yourself. Uh you you'll feel pulled to get more efficient at the thing. And then Crystal, for example, will start listening to more and more of my content related stuff and be like, "Okay, I'm going to start working on these hooks to make them uh you know uh work better.

1:04:48I'm going to start people seem to like the outside of the house more than if I start with the inside of the house." Or maybe they like the view first rather than you know the bathroom. Whatever. Like she'll figure out. Um, and Crystal, if you're still watching this, um, what I would recommend doing is that when you have your lives, like there's so many content agencies, again, this is a little bit of investment for you, but like there's so many content agencies that'll just clip, uh, portions, especially if it's like tours and stuff, and then you can do trial reels that you can post up to five a day for the same reel. Uh, where I would be like, "Okay, um, let me start with, you know, different first three seconds." So, I'm going to start with the outside of the house. I'm going to start with walking the front door. I'm going to start with the view. I'm going to start it with uh you know the the amenities or whatever it is and maybe a different verbal and visual hook. And then once you have those five, you take the best one you posted your main page.

1:05:33>> Infinite banking. >> Yes. >> Insurance. You have 29 agents. >> Yes. >> And you're uh needing to decide whether you need to be the face and get customers to feed your agents or you should go all in on getting more agents and teaching them how to do lead genen. >> Yes. >> Cool. Um yeah. So do the second one.

1:05:59>> Do the second. >> Yeah. Yeah. It's it's significantly higher leverage. >> Cool. >> So basically so think about this is what what problem do you want to solve? So either you say I want to become a like you want to keep growing your brand top of funnel so that you just have more and more people are interested in infinite banking and then you have all these agents that you pass it off to so that they can you know basically transact and own the relationship. So that's like option one. Um that is I would say the lower risk path because you're already doing that today. And so how many how many is it on Instagram that you do your stuff or?

1:06:30>> Yeah, all on Meta and YouTube. >> Okay. >> And what's your followership uh from that? >> Uh 15,000 subscribers on YouTube and 12,000 followers on Instagram and >> 6,000 on Facebook. >> Yeah. And what percentage of the leads come from that stuff versus whatever you do in person? 15% come from online and >> Okay. Where's the rest come from? >> The rest of it comes from referrals and networking and

1:06:58>> dude, get agents. I don't even know what we're talking about. For sure. Get agents. >> Go get agents. >> Yeah. I thought I thought it was like you were 60 70% of the business was coming from from your organic. >> No, most of it's coming from that. And then the challenge with the agents that we originally it was all me teaching people how to do that how to go go out there and get business go network go join BNI chamber of commerce whatever that's what worked for me and then we would get good people that were like hey I don't have any network so I said all right and they they asked where leads were and I said all right so let me go create leads

1:07:29>> and we started calling business owners because that's who I was selling to but they were not showing up and they weren't really busy whatever we were offering wasn't whatever then I reread $100 million offer and $100 million leads. And I looked at the value equation. I said, "The best value I can give is to real estate investors. So, let me go get real estate investor leads." And then we're calling them all day long. And the people that I'm hiring don't know how to communicate with them properly. So, the only they end up just setting up appointments and then they hand them back off to me.

1:07:57>> Okay? >> And they're good, but I think it comes down to recruiting. People want leads. The first go, where do we get your leads? Well, if you say you have to go generate your leads, they might go look at somewhere where they give them leads. So, we started giving people leads. So, we make an offer to recruits. That's good. >> Uhhuh. Well, I think that one is you could probably just take the existing brand that you have and just be more deliberate about the call to actions that you make and basic because like if you talk about highle insurance stuff, that's going to attract both people who want to learn more about insurance, but many of those people will be agents.

1:08:31>> Yes. And so I think if you basically alternate the CTAs, you you'll be able to basically I don't want to say chase two, but you know, both, but in some ways you kind of can double dip here because as long as the content strategy fundamentally doesn't really change, you're just changing really the calls to action, then you can kind of get a little bit of the best of both. But I do think that the big thing that you need to crack is teaching them to generate their own own leads. Like that is 100 like >> that's the limiter of your business. So, you need to bring them on and you need to have the training system to get to reliably get them to self-generate.

1:09:01Like, that's it. Like, that's what you have to do. If you do that, >> the sky's is the limit. >> And the 20 people that we have out of 29 that are just simply coming in and cold calling real estate investors all day. Yeah. Right now that are setting up an insane amount. I think our offer is not great. So, I'm going to drawing board with that. But all those people now, I got to go teach them. I'm just teaching them how to cold call. >> Well, they already are cold calling, right? Huh? >> They already are cold calling. >> They are cold calling now. Well, they're coming in. I'm teaching them to cold call rather than coming in teaching them to go shake hands and kiss babies.

1:09:31>> You want to teach them the highest efficiency strategy for getting customers. So, whatever that is. So, you can just like whatever your method is that you think the highest percentage of people will succeed with, that's what you teach. >> Cool. >> So, whether it's shake hands, kiss babies, or it's cold calling, whatever. >> Or a combo of both. >> Yeah. Or a combo of both. Either way is fine. Um, but like fundamentally, like look at the biggest insurance companies in the entire world. >> They are that big for a reason. And almost all of them they just they they are recruiting machines, >> right? >> Like that's where fundamentally because like they're not a supply constraint business. Like you can sell as much as insurance as you want,

1:10:01>> right? >> Like you're not supply constraint. Yes. Right. Like you're just demand constraint and so you just got to get guys and then put the system in place so that they learn how to sell and then that's the business. >> Heard heard. Thank you. Appreciate you. >> Yeah. This is why there's higher leverage of him getting lead getters than him getting leads. So this is the leads book 175. So, right now he's in scenario one, which is that he's getting leads, right? He's getting customers and he's sending those leads to his agents to close, right? Look at a much higher leverage move. Let's go to scenario three where he spends the same amount of time advertising, but every time he's getting leadgetters and so every month he's getting more agents into the business and each of those agents are now getting money. Now, it's the same level of effort for him. Look, his line is still the same. He's still working the same amount every day, same amount every day. But here he's got these new nodes that are generating business for him. And so if you add up all of this, these are all the extra customers that he's gotten just from this level of effort. And so this has far higher leverage than this does, which is why I recommended that he start making CTAs in his content to both continue to generate because I don't want to kill the business, continue to generate his normal leads, but also make it clear for agents if they want to join him and gain access to some of the leads that he has um that he can come in, he can train them, and he can show them how to get the leads on their own, which he can benefit. If you like this video and you're a business owner who wants to break through your current revenue ceiling, I distilled 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 0 to 1, 0 to 10, and 0 to 100 plus. And so you can click here and you can check it out.

1:11:37Again, absolutely free. And since you're a business owner, appreciate you. And uh enjoy.