Nicht die Werbung ist das Problem, sondern das Angebot

0:00I sell coaching to real estate agents. >> Mhm. >> Um I do 2 and 1/2 million in revenue. I say I, well, it's really I cuz >> Hey. >> I'm a solopreneur. I have no employees. I um uh everything's 100% organic. Um I'd like to double it. What's stopping me? That's a good question. Um your boy Ed, he seems to think he's real passionate, too.

0:24>> [laughter] >> He seems to think I could be just super famous. >> Uh-huh. >> And he's like, "You need a brand manager." >> Yeah. >> And so, you know, he's like, "You need somebody that has already kind of achieved that with someone else." Right? So, I guess my question is, how do I find that person cuz 99% of the stuff out there is scams, basically. With >> kind of thing. And I wouldn't [snorts] even define them as scams, they're just people with that are not that competent. >> Scam.

0:50I think it comes down to deception, um whether they intend to deceive or just aren't that good. Um but back back to your point. I Yeah, I I agree. So, fundamentally, if you want to just make more money and you are a brand that promotes itself, then you need to advertise more. Are you constrained on your delivery? >> Delivery as far as the fulfillment? >> Yeah, yeah. >> No, it's group coaching. It's easy. I can scale it super easy. >> amount of customers you have right now and it wouldn't be an issue. >> yeah. >> Okay, well, then yeah. I mean, this is a pure advertising play.

1:18>> Yeah. >> You probably, I mean, >> I'm I'm interviewing sales guys and I'm looking at paid ads, like hiring people to do that. So, like I'm getting into that. >> Yeah, the paid side is going to give you, call it like a one-time three to five X off of a baseline. Uh not a promise or guarantee, just saying like that's that's what I would say is kind of typical if you've gotten to this point off of just organic. Um obviously, we can help you with that stuff, but like uh the long-term kind of like uh well that you need to keep digging is you want to So, think about like this.

1:56So, you have Just imagine this is your audience. Right now, you're monetizing these people. Right? The people who are just like super hot, they love you forever, and you continue to promote, and you know, this gets filled up with new eyeballs, and then they come up because they see your stuff, and then they give you money. Yeah. Right? So, if you if you uh When you start doing if you do more organic and do it across more platforms, do it more consistently, do it higher volume, do it higher quality, then we're going to do is you're going to grow this this base. This percentage will stay about the same, but now it's going to go to here. Right? So, then that dollar sign goes up. That's a great long-term play, and you just want to keep growing the pyramid.

2:34>> Mhm. >> What ads will do is that ads will keep this the same and then it'll move this line down. And so, you want to do both. >> Mhm. >> So, like in the short term if I was like, "How do I trip like double your business?" It's like that wouldn't be that difficult. I would just be like, "Cool, just pull the ad lever. It's done." But if we're looking at a 10-year horizon, then I would say, "Well, we need to do both of these in parallel. We need to continue to plant the seeds, and then the the ads kind of reach off the top and and skip." >> Mhm.

3:01>> Does that make sense? >> Yeah, for sure. >> So, how do you find an ad manager? >> I mean I mean I mean a I mean a brand manager. >> So, >> That that's good. >> Yeah. The best thing I mean I just we just poach. We just I mean just outreach. Hey, you've crushed it with so-and-so. Can I pay you more to do it here? >> Right. And so, I guess I guess how do you realize who those people are to poach? Like who >> Look at the brands that you admire. And then reach out to them and offer them more money to do it for you.

3:29>> But you see the brand, but you don't really know who's behind the brand. >> LinkedIn. Like Frank and like >> [laughter] >> Yeah. >> Solvable. >> Got you. >> For sure solvable. Yeah, I mean and most of the people who are really good at media stuff do have some presence anyways on their own, so they don't make themselves invisible. Um like you could probably chat GPT search who are the people who are involved with that. >> Here's my question. Like like is that something that could be outsourced?

3:56>> You mean recruiting? >> No, no, no, no, no, not the recruiting part. Like the like the brand manager part. >> No, I wouldn't recommend it. >> Yeah. >> Bring somebody in house. >> thing is what are the So what are the core things to the business? So for every business you have attraction, you've got conversion, you've got delivery. Right, those are the things that are core to every business. IT, recruiting, finance, I see all of these functions as ancillary that aren't core to value creation for the customer. They're things that must occur for the business to continue to be a business, but not things that are core for the value to be created. And so for you, your brand is arguably the most important asset that you have, and for sure would not be something that I would outsource.

4:32>> So bring somebody in house working directly for me. >> Yeah, I would poach somebody. Um obviously we've done we've hired a lot of media people. We can help with that. Um but beyond that uh I would probably if I'm doing order of ops it'd probably be uh I Cuz the thing is is right now are you selling you're selling Who's doing the sales?

4:55>> Well, so I do it in a challenge. That's the only time I offer it, you know. >> You do one to many five-day thing something like that. Yeah, okay. >> And so I'm going to switch to book a call single sale guy close. >> And do it on a recurring kind of evergreen basis or still do it in this launch model? >> it both. I'll do it both. >> Yeah. Um but okay, but you're selling straight to checkout. >> Mhm. >> Got it. [clears throat] Um yeah, that motion um as soon as you turn on ads is going to break uh in all likelihood because it's totally different selling to cold than it is to to warm.

5:27And so the >> mean break? >> You will not convert the same percentage you currently do. >> yeah. No doubt. >> No [laughter] doubt. >> No doubt. >> By a lot. Um and so the whole the whole the economics of the entire funnel will change, and so that'll take some adjustment. in motion. So I'm just more like preparing you for that cuz that's what comes next. Yeah. So high-level recruiting for brand manager that's going to start building the base, and then ads plus sales motion are going to have to come in tandem because they both have to be good. The ads have to be good and the sales motion has to be good. If the ads are great and the sales motion sucks, it won't work. If the sales motion is great and the ads suck, it won't work.

6:01Cool. That makes sense for next steps? >> What's that? >> That makes sense for next steps? >> Yeah. Yeah, go to LinkedIn and poach somebody. Got it. >> [laughter] >> If you are business owner and you are not growing as fast as you like, I'd like to give you a free gift. So, 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 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.