WEBVTT 1 00:00:00.000 --> 00:00:09.000 We wrap up today the $100 million dollar lead special edition podcast episodes we have on the game. 2 00:00:09.000 --> 00:00:11.000 I hope you've enjoyed this journey with me. 3 00:00:11.000 --> 00:00:17.000 I can tell you that this took me over 2,000 hours of work to put together over two years. 4 00:00:17.000 --> 00:00:20.000 My editors put another 1,500 hours into the book. 5 00:00:20.000 --> 00:00:26.000 So you have two grown men who spent almost two years of their lives or three years of their lives 6 00:00:26.000 --> 00:00:32.000 putting this one thing together for you to hopefully serve you in a way that really transforms your business. 7 00:00:32.000 --> 00:00:38.000 I've asked before but if you've ignored it then this is my sincere ask. 8 00:00:38.000 --> 00:00:44.000 It would mean the world to me if you left this book review on Amazon where new people can find it 9 00:00:44.000 --> 00:00:49.000 or if you leave a review on this podcast as the very least some more people can find it. 10 00:00:49.000 --> 00:00:56.000 And even the tiny action of just saying like hey I'm going to send this episode and just send the first one of this book series to a friend. 11 00:00:56.000 --> 00:01:01.000 I think it could change someone else's life and it would introduce more people to this content. 12 00:01:01.000 --> 00:01:05.000 I made it free so that there wouldn't be a barrier for anyone who's in a hard spot. 13 00:01:05.000 --> 00:01:07.000 And so that's my ask. 14 00:01:07.000 --> 00:01:10.000 Hope you enjoy. 15 00:01:10.000 --> 00:01:12.000 Section 5. Get Started. 16 00:01:12.000 --> 00:01:15.000 It's not the end. It's not even the beginning of the end. 17 00:01:15.000 --> 00:01:18.000 But it is perhaps the end of the beginning. Winston Churchill. 18 00:01:19.000 --> 00:01:21.000 June 2017. 19 00:01:21.000 --> 00:01:26.000 Three months after we lost it all again and switched Jim launch to licensing. 20 00:01:26.000 --> 00:01:31.000 Hey Leila, what do you make of this? I asked. What's up? I gave her my phone. 21 00:01:31.000 --> 00:01:35.000 Mr. and Mrs. Formozzi, we cordially invite you to a private event for entrepreneurs earning eight figures and up. 22 00:01:35.000 --> 00:01:37.000 Let me know if you're interested. 23 00:01:37.000 --> 00:01:39.000 It seems cool, she said. 24 00:01:39.000 --> 00:01:43.000 But we're not making eight figures. I pretended not to hear. You want to go? 25 00:01:43.000 --> 00:01:45.000 Sure, is it included in our mentorship dues? 26 00:01:45.000 --> 00:01:47.000 One sec, I'll ask. 27 00:01:47.000 --> 00:01:49.000 An email response came a moment later. 28 00:01:49.000 --> 00:01:53.000 No, this is an additional fee. It's a two day event limited to ten people at a private resort. 29 00:01:53.000 --> 00:01:55.000 Nope, I said. 30 00:01:55.000 --> 00:01:57.000 Huh, can we afford to go? Ouch. 31 00:01:57.000 --> 00:01:59.000 Who cares? Can't afford not to go. 32 00:01:59.000 --> 00:02:03.000 Ten days, a long flight, and a short drive later. We made it. 33 00:02:03.000 --> 00:02:05.000 The cool kids meet up. 34 00:02:05.000 --> 00:02:08.000 I had one goal to add as much values I could to everyone else in the room. 35 00:02:08.000 --> 00:02:11.000 But the moment I walked in, I knew I was out of my league. 36 00:02:11.000 --> 00:02:14.000 I recognized almost everyone there. They were famous in the advertising world. 37 00:02:14.000 --> 00:02:19.000 They all spoke at huge events, signed autographs, made millions, and then there was me. 38 00:02:19.000 --> 00:02:24.000 I wasn't an eight figure entrepreneur. I was a kid from Baltimore just paying to breathe everyone else's air. 39 00:02:24.000 --> 00:02:29.000 Once everyone settled, we had a short housekeeping discussion and then got down to business. 40 00:02:29.000 --> 00:02:33.000 This way of doing things was a sharp contrast to the big stages booming sound systems flashing lights 41 00:02:33.000 --> 00:02:36.000 and other theatrics that, quote, real events have. 42 00:02:36.000 --> 00:02:40.000 The first speaker was ready to go. He had a man bun and loose yoga-ish clothing. 43 00:02:40.000 --> 00:02:45.000 He looked like a hippie. But then he opened with how he was doing only 3 million per month. 44 00:02:45.000 --> 00:02:50.000 Is this real? I felt like a fraud. The numbers he shared with such a casual attitude blew my mind. 45 00:02:50.000 --> 00:02:55.000 How is this possible? He continued on with his talk using all sorts of business advertising and tech jargon. 46 00:02:55.000 --> 00:02:57.000 He pointed to dizzying charts and graphs. 47 00:02:57.000 --> 00:03:00.000 I came here to learn more about advertising but felt dumber by the second. 48 00:03:00.000 --> 00:03:03.000 I recognized enough of the words to realize I knew nothing useful about them. 49 00:03:03.000 --> 00:03:07.000 His presentation was way over my head. I started sweating bullets, 50 00:03:07.000 --> 00:03:10.000 Laila grabbed my hand. We both felt stressed and out of our deaths. 51 00:03:10.000 --> 00:03:12.000 He finished and finally opened up for Q&A. Excellent. 52 00:03:12.000 --> 00:03:17.000 But the questions were still at the same level as his presentation. Nope. I'm still doomed. 53 00:03:17.000 --> 00:03:23.000 Then an awkward voice cracked. So what courses are you taking to learn all this stuff? 54 00:03:23.000 --> 00:03:27.000 Now we're talking. I leaned in, pen in hand. His answer changed my life. 55 00:03:27.000 --> 00:03:31.000 At this point, I don't expect to learn anything new from courses. 56 00:03:31.000 --> 00:03:38.000 I have to learn by doing. And I do by spending a percentage of my revenue to test new campaigns, new channels, new pages or just playing crazy ideas. 57 00:03:38.000 --> 00:03:41.000 And I learned something every time I test, so the money is well spent. 58 00:03:41.000 --> 00:03:44.000 Whenever one of these tests is a winner and some are, it's a big deal. 59 00:03:44.000 --> 00:03:47.000 I learned something amazing and make far more money than I spent. 60 00:03:47.000 --> 00:03:50.000 It raises the bar for my business and more importantly myself. 61 00:03:50.000 --> 00:03:57.000 So whether it's 1%, 5%, or 10%, set some percentage of your advertising budget aside to try new things without expecting a return. 62 00:03:57.000 --> 00:03:59.000 Consider it an investment in your education. 63 00:03:59.000 --> 00:04:02.000 I felt chills go through me like some judgment demon left my body. 64 00:04:02.000 --> 00:04:08.000 He gave me permission to fail. None of this is magic. If he can do this, so can I. 65 00:04:08.000 --> 00:04:12.000 The next week, I triple my advertising budget. Yes, it was a bit aggressive. 66 00:04:12.000 --> 00:04:16.000 But my mindset had completely changed. I'd either make more or get better. 67 00:04:16.000 --> 00:04:20.000 Our business went from 400,000 in June to 780,000 in July. 68 00:04:20.000 --> 00:04:25.000 From there, my cost to get customers went up too high. So I tried new audiences, most failed. 69 00:04:25.000 --> 00:04:30.000 Then a hit. Boom. We cruised past a million to 1.2 million to 1.5 million per month. 70 00:04:30.000 --> 00:04:33.000 Then I realized we didn't talk with our engaged leads at all. 71 00:04:33.000 --> 00:04:36.000 We tested email. Didn't work. We tested phone calls. Nothing. 72 00:04:36.000 --> 00:04:40.000 Then I tested text plaques. WAM. We zoomed to 1.8 million the next month. 73 00:04:40.000 --> 00:04:46.000 From there, we tested paid ads like crazy. We made way more of them and put more focus on their production value. 74 00:04:46.000 --> 00:04:49.000 Boom. We cruised past 2.5 million per month. 75 00:04:49.000 --> 00:04:53.000 Then we launched our affiliate program and stacked another 1.5 million per month on top. 76 00:04:53.000 --> 00:04:58.000 That took us past 4.5 million per month. Years later, our portfolio now does more than 16 million per month. 77 00:04:58.000 --> 00:05:04.000 So test until you find something that works. Take massive action. Stay focused. Double down on it until it breaks. 78 00:05:04.000 --> 00:05:08.000 Then test until you find the next thing that works. And double down on that. 79 00:05:08.000 --> 00:05:12.000 Taking these leaps are the only way to unlock the business you want and the life that comes with it. 80 00:05:12.000 --> 00:05:18.000 And maybe, slay your judgment demon too. So from now on, you either win or you learn. 81 00:05:19.000 --> 00:05:21.000 The end of the beginning. 82 00:05:21.000 --> 00:05:25.000 Your speed to making big money depends on how fast you learn the skills to making big money. 83 00:05:25.000 --> 00:05:29.000 Getting more engaged leads with the skill of advertising is a great start to making more money. 84 00:05:29.000 --> 00:05:32.000 In fact, if you make any amount of money, more engaged leads will make you even more. 85 00:05:32.000 --> 00:05:37.000 And sadly, those skills take time to learn. So I share my experiences to shave years off your time. 86 00:05:37.000 --> 00:05:41.000 To shorten the gap between no money and mo money. It's time to make it happen. 87 00:05:41.000 --> 00:05:45.000 Outline of the get started section. This final section has three chapters. 88 00:05:46.000 --> 00:05:48.000 They are short and sweet like our time together. 89 00:05:48.000 --> 00:05:52.000 In the first chapter, advertising in real life, I lay out my one big advertising role. 90 00:05:52.000 --> 00:05:57.000 Then I'll give you my personal one page advertising plan you can use to get more engaged leads today. 91 00:05:57.000 --> 00:06:03.000 In the next chapter, putting on all together, I'll lay out the roadmap to scale from your first few leads all the way to your $100 million leads machine. 92 00:06:03.000 --> 00:06:08.000 Finally, a decade in a page, I'll distill everything we learn in a bullets to show how far we've come and our time together. 93 00:06:08.000 --> 00:06:13.000 Then, to send you in your way, I'll share a parable that has gotten me through even my hardest times. 94 00:06:16.000 --> 00:06:22.000 Advertising in real life. Open to goal. If some is good, more is better. 95 00:06:22.000 --> 00:06:28.000 June 2014. When I launched my first gym, I used the same paid ads I used at Sam's gym from way back. 96 00:06:28.000 --> 00:06:31.000 And they worked for a while. Over time, the costs started creeping up. 97 00:06:31.000 --> 00:06:36.000 I got less leads for the same money, but I still needed more customers. I wasn't sure what to do. 98 00:06:36.000 --> 00:06:40.000 I talked to a mentor who ran a chain of tanning salons for some advice. He said, 99 00:06:40.000 --> 00:06:47.000 before all this fancy internet stuff, flyers crushed for us, you should try those. So, try them we did. We printed over 300. 100 00:06:47.000 --> 00:06:52.000 Over the next day, we put them on cars in areas close to the gym, a day passed, nothing. 101 00:06:52.000 --> 00:06:55.000 The next day, the phone rang, finally. 102 00:06:55.000 --> 00:06:58.000 Hey, you put a fly on my car, my heart raced. It worked. 103 00:06:58.000 --> 00:07:04.000 Yes, yeah, I did. How can I, but before I could finish, he interrupted right back. Yeah, you scratched my smart sadies. 104 00:07:04.000 --> 00:07:11.000 Crap. You're gonna need to pay for a panic and hung up the phone. He called back. I let it ring. He never called again. 105 00:07:11.000 --> 00:07:17.000 That was the only call I got from the flyers. No leads, nothing. Universe one, Alex zero. A few weeks later. 106 00:07:17.000 --> 00:07:25.000 I sat in the lobby my gym waiting for customers to fall into my lap, feeling bored and a bit frustrated. I called the mentor with the quote bright idea to put out the flyers. 107 00:07:25.000 --> 00:07:30.000 Hey, Alex, how's it going? Not too good. Why, what's up? We put out the flyers, like you said. 108 00:07:30.000 --> 00:07:39.000 Oh, yeah, how many leads you get from them? None. Hmm, that's odd. What was your test size? What do you mean? You know, how many did you put out? 109 00:07:39.000 --> 00:07:45.000 I put out 300. I said in a resentful tone. Shoot, you only put out 300. Hard to know if anything works with such a small number. 110 00:07:45.000 --> 00:07:50.000 I test with 5,000. Then when we find a winner, we put out 5,000 per day every day for a month. 111 00:07:50.000 --> 00:07:58.000 5,000? He tests with almost 17 times more than my entire quote campaign and he does it in a single day. 112 00:07:58.000 --> 00:08:03.000 I felt like the person who says exercise doesn't work after going to the gym one time and I hate that person. 113 00:08:03.000 --> 00:08:09.000 I mean, what kind of response did you think you were going to get? He chuckled. If we get half a percent, that's decent. If we get one percent, that's a winner. 114 00:08:09.000 --> 00:08:15.000 With 300 flyers, half a percent would be like one and a half people. That makes it pretty hard to know if you got a winner or not. 115 00:08:15.000 --> 00:08:25.000 I had nothing to say. He was right. I felt like a fool. I doubt he remembers the call, but it stuck with me. I promised myself I would never let effort be the reason anything didn't work for me. 116 00:08:25.000 --> 00:08:31.000 It could be something else. The offer, the copy, the image, the targeting, the media, the platform, the position of the moon, but not my effort. 117 00:08:31.000 --> 00:08:41.000 Those 300 measly flyers taught me a Mondo lesson. I did the right stuff, but I didn't do it enough times. I lacked what can be described in a single word volume. 118 00:08:41.000 --> 00:08:48.000 Neil Strauss once said success comes down to doing the obvious thing for an uncommonly long period of time without convincing yourself you're smarter than you are. 119 00:08:49.000 --> 00:08:57.000 The right action in the wrong amount still fails. Most people, myself included, stop too soon. We don't do enough. 120 00:08:57.000 --> 00:09:05.000 Most people dramatically underestimate the volume it takes to make advertising work. They're not doing half as much or third as much as it's required. 121 00:09:05.000 --> 00:09:13.000 In fact, they're doing dramatically less. I was doing 1,500th the level of effort required to make a flyer campaign work. I just didn't know it. 122 00:09:13.000 --> 00:09:19.000 I hear this all the time. Alex, I reached out to 100 people over the last six weeks. I only got one customer. It doesn't work. I respond. 123 00:09:19.000 --> 00:09:28.000 You did 1.42nd the amount of work required. It was 100 per day, not 100 over time. Most people do not get that advertising is an inputs and outputs game. 124 00:09:28.000 --> 00:09:40.000 To them, outputs appear out of their control. Their low effort inputs get them their low and unreliable output of engaged leads. We're ending that now. You input advertising effort. Your output is engaged leads. Period. 125 00:09:40.000 --> 00:09:48.000 Now, we are crystal clear on the stuff you do, the core 4, and like we learned, maximizing the core 4, you just got to put in more and do it better than before. 126 00:09:48.000 --> 00:09:56.000 We started with the rule of 100. But when you make that the norm, you're ready to take it to the next level with the rule of 100 on steroids. Open to go. 127 00:09:56.000 --> 00:10:04.000 A very successful gym chain allowed their sales managers to make their own schedules. But there was a catch. They had to sign up five new members per day, no matter what. 128 00:10:04.000 --> 00:10:11.000 So if they did it by lunch, they could cut out early. But if it took 18 hours, so be it. They called this type of work schedule open to go. 129 00:10:11.000 --> 00:10:18.000 I found that elite entrepreneurs and salespeople across industries do some variation of open to go. This is because it's like the rule of 100, but for the big kids. 130 00:10:18.000 --> 00:10:24.000 You don't just commit to doing something a specific number of times. You commit to the work until you hit a specific number of outcomes, no matter what. 131 00:10:24.000 --> 00:10:31.000 So it means you unlock a whole new level of effort you never even realized you had. It might mean only doing something 50 times to get the desired result. 132 00:10:31.000 --> 00:10:39.000 Or like the flyers, 5,000 times every day for years. If you want to take your advertising to the next level, work until the job is done. 133 00:10:39.000 --> 00:10:48.000 Give up the idea of, quote, doing your best. Instead, do what is required. Sometimes that means your best just needs to get better. 134 00:10:48.000 --> 00:11:00.000 How I make open to go work for myself. If I had to pick three habits that best serve me in my life, they would be number one, waking up early, 4 to 5 a.m. Pro tip. This actually means going to better. 135 00:11:00.000 --> 00:11:06.000 Two, getting right to work, no rituals, no routines, I drink coffee and get to work. 136 00:11:06.000 --> 00:11:14.000 Three, no meetings until noon, no interruptions, nothing, fully focused work time. To be clear, I don't think there's any magic about waking up early. 137 00:11:14.000 --> 00:11:20.000 But I do think there's magic in a long stretch of uninterrupted work immediately after a long stretch of uninterrupted sleep. 138 00:11:20.000 --> 00:11:28.000 After all, it's the most productive hours in a row of the most productive work I can do with nothing getting in my way. Every single day, how can you lose? 139 00:11:28.000 --> 00:11:33.000 And since I have a good idea of what I can do in a day, I set my daily goal accordingly. 140 00:11:33.000 --> 00:11:39.000 Then, only after my dedicated block of work, do I put out fires, talk to humans and do with other day to day stuff. 141 00:11:39.000 --> 00:11:46.000 Waking up early, getting right to work and working eight hours straight has been my highest ROI quote habit stack by a long shot. 142 00:11:46.000 --> 00:11:55.000 If you choose to try it, I hope it serves you as well as it serve me or better. And for those of you thinking, wait, that's more than 12 hours a work a day. You're right, I'm playing to win. 143 00:11:55.000 --> 00:12:01.000 But if it overwhelms you at first, I get it. Just throw it out back a few hours and work your way up. Some days it's tough. 144 00:12:01.000 --> 00:12:06.000 But I always like to remind myself, do more than they do and you will have more than they have. 145 00:12:06.000 --> 00:12:14.000 Whenever I get to a low point where I think, why do I even bother? I just try to remind myself, this is where most people stop and this is why they don't win. 146 00:12:14.000 --> 00:12:19.000 Since my job is usually to get more customers in most of my companies, advertising is what I focus on. 147 00:12:19.000 --> 00:12:25.000 This book, for example, was written exclusively in that open to goal time block. Why? Because it's an asset that can bring me more companies. 148 00:12:25.000 --> 00:12:33.000 So if you're going to follow my high ROI habit stack, then you're going to want a clear action plan for that time. This is the simplest advertising plan I can give you. 149 00:12:33.000 --> 00:12:41.000 One page advertising checklist. Step one, pick the type of engage leads to get customers, affiliates, employees or agencies. 150 00:12:41.000 --> 00:12:47.000 Step two, pick rule of 100 or open to goal, commit to your daily advertising actions. 151 00:12:48.000 --> 00:12:59.000 Step three, fill out the advertising checklist for that daily action. Who? You? What? Your offer or lead magnet? Where? The platform? To whom? Your audience or list? When? Your first eight hours every day? 152 00:12:59.000 --> 00:13:14.000 Why? Get X engaged leads or lead getters? How? Warm or cold outreach? Content or ads? How much? 100 or until you hit your goal? How many? The number of follow ups and times retargeted? For how long? 100 days or until you hit your goal? 153 00:13:14.000 --> 00:13:28.000 Step four, do this daily action until you have enough money to afford paying someone else to do it. Step five, when you do go back to step one, make employees your new target lead type and then repeat steps one through four until you have the help you need. Then scale again conclusion. 154 00:13:28.000 --> 00:13:43.000 Lots of pages, so many ideas were almost at the end, but you don't have any more leads. What gives? Answer, reading doesn't get people interested in the stuff you sell. Advertising does. If you're not telling one about the stuff you sell, then you aren't getting anyone interested in your stuff. Period. 155 00:13:43.000 --> 00:13:53.000 This chapter laid out the plan to advertise in the simplest way I could work open to go, structure your day to make open to go possible, create and commit to that goal with the one page advertising checklist. 156 00:13:53.000 --> 00:14:00.000 Many skip planning or worse, they write a 100 page plan that never gets used, so skip the atrocious waste of time that is writing pages of baloney. 157 00:14:00.000 --> 00:14:12.000 Harness the power of laying out your action steps in a single page. It leaves little room for excuses, distractions or delusions. You either did the stuff or you didn't. You can fill out your one page advertising checklist in about five minutes. 158 00:14:12.000 --> 00:14:17.000 And once the naked truth stares back to you, all you have left is to do it. 159 00:14:17.000 --> 00:14:26.000 I have a free training that will help you support the open to goal and rule of 100 checklist so you can print it out and fill it out for yourself and execute it on a daily basis. 160 00:14:26.000 --> 00:14:32.000 If you want that, go to acquisition.com for such training for such leads. 161 00:14:32.000 --> 00:14:39.000 Hey, I hope you're enjoying the book chapter that you listened to right now of $100 million leads. I took a long time putting together for you. 162 00:14:39.000 --> 00:14:47.000 And so my only ask is that you just take a quick second and leave a review for the book on Amazon. It's the number one way that people find books. 163 00:14:47.000 --> 00:14:56.000 And this is a way of getting more people into our world. And so our mission acquisition.com is to make real business education accessible to everyone. And I need your help. 164 00:14:56.000 --> 00:15:07.000 And so if you could do that, just that one one small action and it has a trade for the two years that I took putting this book together for you, I would mean the world to me. So thank you. 165 00:15:07.000 --> 00:15:18.000 The road map, putting it all together 0 to 100 million. A leader must aim high, see big, judge widely, thus setting himself apart from ordinary people who debate and narrow confines. 166 00:15:18.000 --> 00:15:22.000 Charles De Gaulle, French president during World War II. 167 00:15:22.000 --> 00:15:29.000 To get where you want to go, it pays to know what lies ahead. So in this chapter, I describe the phases you will go through as you scale your advertising. 168 00:15:29.000 --> 00:15:35.000 Acquisition.com uses this road map to scale our portfolio companies from a few million here, all the way to 100 million plus. 169 00:15:35.000 --> 00:15:40.000 These levels will help you identify where you are on the advertising table, so you know what to do to get to the next level. 170 00:15:40.000 --> 00:15:47.000 Level 1. Your friends know about the stuff you sell. To start getting engaged leads, you make one offer to one avatar on one platform. 171 00:15:47.000 --> 00:15:53.000 The moment you get engaged leads is the moment you can start making money. For me, this started when I started reaching out to everyone I know. 172 00:15:53.000 --> 00:16:00.000 Primary action. Warm outreach. Level 2. You consistently let everyone you know about the stuff you sell. 173 00:16:00.000 --> 00:16:07.000 You know the exact inputs to get an engaged lead with your chosen advertising method. And by scaling those inputs, you get consistent customers with it. 174 00:16:07.000 --> 00:16:16.000 But the consistent customers come from maximizing your personal work capacity. For me, on top of warm reach outs, I maximize my personal work capacity with paid ads using a case study as my lead men. 175 00:16:16.000 --> 00:16:26.000 But looking back, I wish I would have started posting free content, so I suggest that primary actions do as much warm outreach and post as much content as you can consistently. 176 00:16:26.000 --> 00:16:36.000 Level 3. You get employees to help you do more advertising. You've maxed out your personal advertising inputs, but not the platform. And if you want more engaged leads that can only mean one thing, doing more. 177 00:16:36.000 --> 00:16:44.000 For me, I hired a videographer and a media buyer to take most of the paid ads work off my plate. Primary action. You hire people to advertise profitably on your behalf. 178 00:16:44.000 --> 00:16:52.000 Level 4. Your product is good enough to get consistent referrals. You continue building goodwill and shoot for getting 25% or more of your customers from referrals. 179 00:16:52.000 --> 00:16:59.000 Now you've set yourself up to ramp your advertising again. But to make that work, you have to get more serious about hiring a team to make it happen. 180 00:16:59.000 --> 00:17:08.000 This is when I realized that my ads were shut off, but I was still getting referrals every week. So I doubled down on referrals. I built goodwill using customer feedback to update my products every two weeks. 181 00:17:08.000 --> 00:17:17.000 I also started a strong referral program with big incentives at the same time. Primary action. Focus on your product until you get consistent referrals, then go back to scaling your advertising with a bigger team. 182 00:17:17.000 --> 00:17:25.000 This is where most people mess up. They let their products slip and never recover. Level 5. You advertise in more places in more ways with more people. 183 00:17:25.000 --> 00:17:32.000 First, you expand a new audience's on your best platform. Then you make ads with all placements and media types, the platform supports. 184 00:17:32.000 --> 00:17:39.000 And after your team can get consistent results, you expand your team again to add another platform lead getter or core for activity. 185 00:17:39.000 --> 00:17:45.000 For me, I hit two birds with one stone. I expanded my paid ads to include potential affiliates and this paved the way for my affiliate programs. 186 00:17:45.000 --> 00:17:50.000 Primary action. Advertise profitably using at least two methods on multiple platforms. 187 00:17:50.000 --> 00:17:58.000 Level 6. You hire killers. You are executives, grow departments specific to an advertising method or platform without you. And you're not looking for potential. 188 00:17:58.000 --> 00:18:04.000 You're looking for experienced leaders specializing exactly what you want. We capped here. It took me three years to figure out two things. 189 00:18:04.000 --> 00:18:10.000 One, that I needed veteran executives with experience suited to my problems. And two, that they needed stronger incentives. 190 00:18:10.000 --> 00:18:17.000 But by the time I realized this, I sold those companies. Once I started acquisition.com, I realized the power of expanding the pie to get more of the right people invested in winning. 191 00:18:17.000 --> 00:18:27.000 This is how we crossed 100 million plus than 200 million plus in portfolio revenue beyond. Primary action. Get battle-hardened executives and department heads take over new advertising activities and channels. 192 00:18:27.000 --> 00:18:35.000 Pro tip. Higher experience, not potential. I tried cold reach outs twice before it worked the third time. The main reason, the person I hired to run it. 193 00:18:35.000 --> 00:18:44.000 First, I tried someone external with experience, that failed. Then I tried internally with no experience, that failed. Then finally, I tried internally with experience, that worked. 194 00:18:44.000 --> 00:18:51.000 Since it's a people-heavy, operation complex machine, the person you hired to manage the team matters a lot. Pick experience. They should know more than you do. 195 00:18:51.000 --> 00:18:54.000 If you're not learning from them in the interview, you've got the wrong person. 196 00:18:54.000 --> 00:19:02.000 Level 7. I'll come back and edit this chapter once I cross a billion. I promise. I'll send the lessons as soon as I have them. You have my word. 197 00:19:02.000 --> 00:19:10.000 Last points. I know this looks clean. But it never is. Real business is messy. It takes a lot to find out what audiences lead magnets, method and platforms work best. 198 00:19:10.000 --> 00:19:16.000 And you can only find out what works if you try. So you have to try a lot of different things, a lot of different ways for a long enough time to know for sure. 199 00:19:16.000 --> 00:19:23.000 Nobody can ever know the absolute best thing to do. But I do know this. The more you advertise, the more people will find out about the stuff you sell. 200 00:19:23.000 --> 00:19:30.000 The more people who know about the stuff you sell, the more people who buy it. This is the key to the $100 million leads machine. The $100 million leads machine. 201 00:19:30.000 --> 00:19:39.000 Let's look into your future. Your business makes $100 million plus an annual revenue. It's great to have a clear picture of what $100 million machine looks like. Let's have a look, shall we? 202 00:19:39.000 --> 00:19:46.000 First and foremost, your advertising fires and all cylinders. Your media team scales tons of free content and all media types on many platforms. 203 00:19:46.000 --> 00:19:53.000 You regularly make offers to your warm audience to get more customers or affiliates. Your ravenous audience makes anything you launch immediately profitable. 204 00:19:53.000 --> 00:20:05.000 You have teams running and scaling profitable pay ads across multiple platforms. Your code of outreach team gets you more customers. You have an affiliate manager launching and integrating all new affiliates. You have recruiters and recruiting agency bringing in more lead getters. 205 00:20:05.000 --> 00:20:14.000 Your product is so good that a third of your customers bring you more customers. Your executive team drives all this growth without you. And you have more engaged leads than you can possibly handle. How long does this take? 206 00:20:14.000 --> 00:20:26.000 For business owners who don't know what to do, any over from five to 10 years, building something great, even if you know exactly what to do, takes time. And so many like to trump it overnight success, but looking behind the curtain tells a different story. 207 00:20:26.000 --> 00:20:36.000 It took my wife and I more than 10 years of our best effort to cross my first $100 million in that worth. So the bigger your goals, the longer time horizons need to be. You want to play games where if you wait, you win. 208 00:20:36.000 --> 00:20:40.000 Entrepreneurship isn't for the faint of heart. The load is heavy and the road is long. 209 00:20:40.000 --> 00:20:49.000 Free gift scaling from zero to a hundred million plus sometimes it's useful to hear a narrative of what each stage is like. If you know what comes next, you can start preparing for it today. 210 00:20:49.000 --> 00:20:59.000 I recorded free tutorial where I help you identify where you're at what comes next so you can win faster. You can grab the tutorial free at you guessed it acquisition.com forward slash training for slash leads. 211 00:20:59.000 --> 00:21:12.000 A decade in a page, we've covered a lot and I think organizing what we learned in one place helps it sink in. So I made this back of napkin list of what we've covered and why. 212 00:21:12.000 --> 00:21:24.000 Number one, how to define a lead from this point forward. Now you know what you're after engage leads not just leads to how to turn leads into engage leads with an offer lead magnet and how to make them. 213 00:21:24.000 --> 00:21:37.000 Three, the core four, the only four ways we can let other people know about the stuff we sell. A, how to reach out to people who know us, ask them if they know anybody. B, how to post publicly, hook retain reward given till they ask. 214 00:21:37.000 --> 00:21:49.000 C, how to reach out to strangers, lists personalization, big fast value, volume. D, how to unpaid ads to strangers targeting call outs, what who wins, CTA's client finance acquisition. 215 00:21:49.000 --> 00:22:04.000 Four, maximizing the core four, more better knew what keeps us from doing what I'm currently doing at 10 times the volume, then solving for that. B, finding the constraint of our advertising, then testing until it frees the constraint, then doing more until it gets constrained again. 216 00:22:04.000 --> 00:22:19.000 Five, the four lead getters, customers, employees, agencies and affiliates, how to get customers to refer other customers, how to get employees to scare advertising without you, how to get an agency to teach you new skills, how to get affiliates launched and integrated. 217 00:22:19.000 --> 00:22:27.000 Six, when advertising in the role world, the rule of 100 and open to go the five step one page advertising plan to get more leads today. 218 00:22:27.000 --> 00:22:32.000 Seven, the seven levels of advertisers and the hundred million dollar leads machine in action. 219 00:22:32.000 --> 00:22:42.000 As I promised in the beginning, the result of these bullets is more better, cheaper, reliable, engaged leads. I hope this book provides you utility. I hope as a result of reading this, you know how to get more leads than you currently are. 220 00:22:42.000 --> 00:22:51.000 And I hope I unmasked the mystery behind lead getting. Also, since you are one of the few actually finish what you start, I want to leave you with a parting gift, a fable that has gotten me through my hardest times. 221 00:22:51.000 --> 00:23:05.000 The many-sided die. Imagine you and a friend play a dice rolling game. You are each given one die. One of the die has 20 sides. The other has 200. On each die, only one side is green and the rest are red. 222 00:23:05.000 --> 00:23:15.000 The point of the game is simple. Roll green as many times as you can. The rules of the game are as follows. You can't see how many sides you have, you can only see if you roll red or green. 223 00:23:15.000 --> 00:23:27.000 If you roll green, one of your red sides turns green and you get to roll again. If you roll red, nothing happens and you get to roll again. The game ends when you stop rolling and if you stop rolling, you lose. 224 00:23:27.000 --> 00:23:37.000 What do you do? You roll. When you roll red, you pick up the die and roll again. When others roll green, you pick up your die and roll again. 225 00:23:37.000 --> 00:23:55.000 When you roll green, you pick up the die and roll again. You keep telling yourself one thing. The more I roll, the more greens I get. At first, you roll green once in a while. But as more red sides turn green, the greens happen more. With enough rolls, hitting green becomes the rule rather than the exception. What does your friend do? 226 00:23:55.000 --> 00:24:15.000 He rolls a few times and hits a red each time. He sees you roll a green and complains that you must have a die with fewer sides. He reasons it's the only way you could have rolled green before him. And although you did, you also rolled many more times. So which is it? In either case, he rolls a few more times in frustration and hits a green. But then he complains about how long it took. 227 00:24:15.000 --> 00:24:27.000 He spent more time watching you and complaining than actually playing. Meanwhile, you've hit your green streak. It's so much easier for you, he tells himself. You get greens every time. This game is rigged. What's the point? He quits. 228 00:24:27.000 --> 00:24:36.000 So who got the die with 20 sides and who got the die with 200 sides? If you get the game, then you see, once you roll enough times, the die you're given doesn't matter. 229 00:24:37.000 --> 00:24:47.000 The die with fewer sides might roll green sooner, the die with more sides might roll green later. But a die with a green side always has a chance of rolling green if you roll it. 230 00:24:47.000 --> 00:24:59.000 Every die hits its green streak when rolled enough times. All of us get a many side of die. In looking at the other players, you have no idea if it's their hundredth roll or their hundred thousandth roll. 231 00:25:00.000 --> 00:25:08.000 You don't know how good other players are when they start. You can only see how well they do now. But if you understand the game, you also know it doesn't matter. 232 00:25:08.000 --> 00:25:22.000 A few begin playing early. Others begin much later. The rest sit on the sidelines complaining about how lucky the players are. I guess so. But they're lucky because they play. And when they hit red, which they do, they didn't quit. They rolled again. 233 00:25:22.000 --> 00:25:37.000 Learning to advertise is a lot like the game of the many-sided die. You do not know if it will work until you try. And when you start advertising, you will probably hit red on your first few rolls. But if you try enough times, you will hit green. And when it works, you have a better chance of getting it to work again. 234 00:25:37.000 --> 00:25:47.000 The more you do, the easier it gets. You begin to understand the game. No matter how many players there are or the number of sides in the die you're given, you start to see there are only two guarantees. 235 00:25:47.000 --> 00:25:59.000 One, the more times you roll, the better you get. Two, if you quit, you lose. So here's my final promise. You cannot lose if you do not quit. 236 00:25:59.000 --> 00:26:14.000 Free goodies. Call to action. If it's free, it's for me. I'm going to give you a bunch of free stuff in a second, so stay tuned. Dr. Kashi, my editor, and I spent over 3,500 hours on this book. We wrote 650 plus pages and 19 drafts with varying frames, themes, and focal points. 237 00:26:14.000 --> 00:26:25.000 But ultimately, the changes left only the most distilled need to nose inside. We went through 127 pages of hand drawn models to carve out the few that made it in the book. All that to say, I hope this work results in you growing the business of your dreams. 238 00:26:25.000 --> 00:26:35.000 When I look back on my life, these books will be among the things I'm most proud of. I wouldn't be able to write as fervently if I didn't think people would read it. And as much as I strive to be the man who would work as hard if nobody cared, I'm not there yet. 239 00:26:35.000 --> 00:26:42.000 Your support and positivity make a difference for me. So thank you from the bottom of my heart for allowing me to do the work I find meaningful. I am forever grateful. 240 00:26:42.000 --> 00:26:51.000 If you are new to Mosivation, welcome. We believe in big ambitions and matching our ambitions with giving and patience, and I have a personal goal in that spirit of giving to die with nothing left to give. 241 00:26:51.000 --> 00:26:56.000 So if you are still with me, thank you. I want to provide some more free goodies. 242 00:26:56.000 --> 00:27:05.000 Number one, if you're struggling to figure out who to sell to, I've released a chapter called your first avatar between this book and the last. They give it like a single from a music album. 243 00:27:05.000 --> 00:27:19.000 You can get it for free at acquisition.com forward slash avatar. Just pop in your email and we'll send it over to if you're struggling to figure out what to sell, you can go to Amazon or wherever you buy books and search Alex Ramozy and $100 million offers. 244 00:27:19.000 --> 00:27:25.000 It should get you on the right path. The digital version is the cheapest the platform will let me make it and still listed as a book. 245 00:27:25.000 --> 00:27:32.000 Three, if you're struggling with getting people to buy, my next book will be on persuasion and sales. It may or may not be out by the time you read this. 246 00:27:32.000 --> 00:27:40.000 It'll either be called $100 million sales or persuasion. I haven't decided yet. But if you search my name, you can look for any of the books that may be out by the time you read this. 247 00:27:40.000 --> 00:27:50.000 Number four, if you want a job at acquisition.com or in one of our portfolio companies, we love hiring for Mosination. We love doing this because we found our best returns investing in great people. 248 00:27:50.000 --> 00:27:57.000 Go to acquisition.com for slash careers for slash open jobs and you can see all the job openings across our companies and our portfolio. 249 00:27:57.000 --> 00:28:08.000 Five, if your company is over one million in EBITDA profit, we'd love to invest in your business to help you scale. It brings so much pleasure to know our portfolio companies have grown much bigger and much faster than mine because they avoided the mistakes I made. 250 00:28:08.000 --> 00:28:14.000 If you want us to take a look under the hood and see if we can help go to acquisition.com, saying your info is fast and easy. 251 00:28:14.000 --> 00:28:21.000 Six, to get the free book downloads and video trainings that come with this book, go to acquisition.com for slash training or slash leads. 252 00:28:21.000 --> 00:28:34.000 Seven, if you like listening to podcasts and want to hear more, my podcast at the time of this writing is top five in entrepreneurship and top 15 in business in the US. You can get there by searching Alex Mosy wherever you listen or by going to acquisition.com for slash podcast. 253 00:28:34.000 --> 00:28:39.000 I share useful and interesting stories valuable lessons and the essential mental models I rely on every day. 254 00:28:39.000 --> 00:28:44.000 Eight, if you like to watch videos, we put a lot of resources into our free training available for everyone. 255 00:28:44.000 --> 00:28:48.000 We intend on making it better than any paid stuff out there and let you decide if we succeeded. 256 00:28:48.000 --> 00:28:53.000 You can find our videos on YouTube or wherever you watch videos by searching Alex from Aussie. 257 00:28:53.000 --> 00:29:00.000 Nine, and if you like short form videos, check out the bite size content we pump out on the daily at acquisition.com for slash media. 258 00:29:00.000 --> 00:29:05.000 You'll see all the places we post and you can pick the ones you like the most and that rhymed. Awesome. 259 00:29:05.000 --> 00:29:11.000 And last, thank you again. Please be one of those givers and share this with other entrepreneurs by leaving a review. 260 00:29:11.000 --> 00:29:18.000 It would mean the world to me. I'm sending you business building vibes from my desk and I spend a lot of time there. So it's a lot of vibes. 261 00:29:18.000 --> 00:29:23.000 May your desire be greater than your obstacles. I hope to meet you and your company soon. 262 00:29:23.000 --> 00:29:32.000 Until then, add Astra, which is just fancy Latin words for two of the stars or thus among the stars or just super motivational stuff. 263 00:29:32.000 --> 00:29:40.000 Anyways, you're awesome for listening. I hope this totally served you. My name is Alex and I hope to see you soon. 264 00:29:40.000 --> 00:29:52.000 This has been 100 million dollar leads written by Alex from Aussie read by Alex from Aussie copyright 2023 acquisition.com audio production copyright 2023 acquisition.com media. 265 00:29:52.000 --> 00:30:03.000 And it is now officially the end of the beginning that wraps up the 100 million dollar leads collaboration self-licking ice cream cone riding a magic carpet of myself where I am both Aladdin and the carpet. 266 00:30:03.000 --> 00:30:08.000 Promoting my own thing for free where I can't monetize either of them on my own podcast. 267 00:30:08.000 --> 00:30:16.000 And so if you want to have this thing without having to fish through the episodes, you can always grab a physical copy, a digital copy or the audiobook. 268 00:30:16.000 --> 00:30:20.000 If you prefer to have audibles, you can search through and all that kind of stuff. It's all available on Amazon. 269 00:30:20.000 --> 00:30:37.000 And if you got to this and this podcast seemed at least interesting to you, I have a whole bunch of other podcasts where talk about making more money and growing businesses and making better products and scaling and all of the many scars and lessons I've learned along the way. 270 00:30:38.000 --> 00:30:48.000 In this my first decade in business. And so if you want, let me tell you the top five episodes that we've ever had on the podcast and you can start there. 271 00:30:48.000 --> 00:30:57.000 Episode 486 breaking the poor mindset. Episode 481 42 rules of money. Episode 496 conversations that changed my life. 272 00:30:57.000 --> 00:31:04.000 Episode 482 100k per month with no employees. And episode 464 ways to make a million dollars. 273 00:31:04.000 --> 00:31:09.000 So you can go and start any of those if you want to just have the first one. It's episode 486. 274 00:31:09.000 --> 00:31:19.000 And if you've been freeloading this whole time and listen to the podcast and you've never shared it and you've never left a view and you didn't go to Amazon and leave the book review even though you didn't buy the book. 275 00:31:19.000 --> 00:31:21.000 So leave it a review. 276 00:31:21.000 --> 00:31:24.000 It will come back to you. Hope you enjoy the rest.