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80% or more of our clients have come in after consuming multiple pieces of content.

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Welcome to the game where we talk about how to get more customers, how to make more

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per customer, and how to keep them longer, and the many failures and lessons we have learned

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along the way.

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I hope you enjoy and subscribe.

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Hey, what's going on everyone?

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Happy Friday, I'm stuck in traffic, and I was super alert so I figured I would make

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something what was on my mind, which is putting together the pieces of the acquisition

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machine.

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I would say my focus for the last few months has been on the difference between inputs

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and assets.

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And so that means as assets being one time things that once I build them, they can

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continue to provide value over time.

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And then inputs are once I create this machine, what are the inputs that are required

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to make the machine go, right?

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So an example would be building a car.

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The inputs are really a driver and gasoline, right?

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That's kind of the example at a basic level, right?

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And so when you're thinking about, at least for me, when I'm thinking about acquisition,

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I know that there are certain beliefs that I need someone to have in order to become a

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customer, right?

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And so what's kind of interesting is we just did a big data review of the people who've

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been coming on to sign up for gym launch, and interestingly, 80% or more of our clients

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have come in after consuming multiple pieces of content, which makes sense because people

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actually have to go and like to consume multiple things to make sure that whatever they're

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buying is legit.

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And only 20% bought directly from an advertisement, which was really interesting for me because

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it means my advertising is really only scooping up the after effects of what our content

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is doing.

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And I've always, I mean, I've been making videos and podcasts and, you know, head east toward

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east top.

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Without any real tracking for ROI, I just, I kind of did it for me, but the ROI seems

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to be definitely there.

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And so when I'm thinking about this, because now I'm thinking about a really structured

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format, what are the stories that someone needs to hear, become an ideal prospect, right?

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And so in, in one of my trainings, I talk about having a story bag, and this, I got this

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from Dan Kennedy, and he talks about having all of the key stories that were the things

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that broke your beliefs along the path to becoming who you are, right?

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And so when you're selling a prospect who's coming in, and a quarter mile, use the, like,

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kind of techno babbly stuff of like, this is what the training is.

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This is the macros.

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This is the workouts, right?

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And then you lose them because they don't care.

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And that's ultimately not how you actually were sold into the change to begin with, right?

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Right.

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And so what's important, or at least what I found is important is when I was selling fitness

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just as much as when we were selling gym lunch versus, you know, now we're, you know,

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left two lanes to turn.

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Is what are the key stories that you've did prospective?

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And so as an example for fitness, if I'm talking about accountability, I would continue

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for 12 miles.

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I would say, hey, you know, do you remember when you were a kid and you want you were to

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go to bed at night and your parents said, hey, you have to brush your teeth.

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And you were like, no, I don't want to brush my teeth.

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And they were like, no, you have to brush your teeth.

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And then finally you'd go to, you know, go and brush your teeth and you go to bed, right?

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And they did that every single night with you.

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And now you're an adult and you probably brush your teeth, don't you?

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Right.

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Right.

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And so the goal here is to get you from having somebody externally motivating you to

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some, to you having that internal motivation because of the habit that has been established,

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right?

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And so that's a simple epiphany bridge story of why accountability would work.

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Another story for the same concept would be, all right, have you heard of the amazing

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race?

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It's a show where they drop people in the move of an island.

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And then they all have to find some other place, not using conventional, you know, means.

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And they actually had a couple that won so many times that they had to change the rules

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of the game because of what they were doing.

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And do you want to know what they were doing?

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What they were doing is every time they'd get dropped on to some whatever place, they

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would actually find a local, put them in the back seat, and then have them guide them

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and direct them, be like, oh no, there's a shortcut here.

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Oh, forgot the, you know, don't worry about that bottle.

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Oh, there's traffic on here always, right?

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And so they had the inside knowledge that would get them to shortcut their speed to success,

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right?

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And so because of that, you can understand why coaching is such an important part because

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it's going to short track your path to success.

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And so these things, these key stories are the things that I think you put inside of your

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arsenal.

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And when you're selling a prospect for each of the key points that you have within your

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program, whatever it is, right, fit an institution accountability, each of those should have key

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stories that you can relate to if you see the person is not resonating with it, right?

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If they're not understanding the value, you have to meet them back to where you were before

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you had that epiphany and then walk them through the story itself.

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And going through this process, I can't tell you how viable it's been because it creates

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the stories that stick and they become part of the stories of the community, your trainers

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start talking about them, your coaches start talking about them because no one remembers

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the program in the macros, but they remember the stories.

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And depending on, you know, whatever your belief system is, independent of whatever

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your belief system is, every major religion in the entire world, if you believe that God

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did this, he put all of them into a book of stories.

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Why would the most powerful, you know, person in the universe of all time use a book of

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stories to be the thing to persuade and break beliefs, literally building belief systems?

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Resonation real quick, if you are a business owner that has a big old business and wants

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to get to a much bigger business, going to $50, $100,000 plus, we would love to talk to

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you.

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And if you like that, we'd like to hear more about it.

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Go to acquisition.com and you can plan anywhere on the page and talk to one of our team

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and see if we can help you get there.

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And so if you think about that and how powerful that is, I've, I've, I've, I've inventoryed

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about two and a half years ago.

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I inventoryed all the stories that I have and I have about 300 stories that I tell to

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illustrate different points.

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How we do assume closes, how I discovered, how people are willing to pay more for one

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time than they are for recurring, client finance equity, all these things of how I stumbled

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upon these and what I would, I'm telling you, it's one of the best exercises you can

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ever do for building a sales deck for every aspect of your business is putting the stories

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together on paper and putting the cues for what it is the story is supposed to break

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the belief for.

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And if you do that, you do this huge arsenal that you can always put to work for stories

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selling.

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All right.

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So big picture.

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I'm doing this right now.

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I'm practicing my ability to tell stories in different formats, both visual with words

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and with audio, ideally not multitasking.

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But when you do it like that, there's 14 steps to every story and I've probably read

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extra secrets eight times now just in the last three or four months.

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And it's because I really want to practice getting good at telling stories.

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I want to be able to tell stories like the back of my hand, I want to be able to say it

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like I'm breathing it, right?

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And so it's already paying off in dividends for me in a number of ways which I'll get

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into in another podcast.

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But especially when seeing the amount that somebody has to consume or likely is doing to consume

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before they do business with us, especially in a lower trust environment, having those

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stories and consistently weaving them into the presentations that you're giving, can

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ultimately create the belief in that customer that's the belief that that's aligned with

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who you want to work with.

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So anyways, I hope that was right before you.

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It's just very top of mind right from me right now, which is building the story bank and

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weaving them together so that you can ultimately break the belief to someone so you can actually

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change their lives.

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So I hope that was a lot before you hope that made sense.

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And we guys have an awesome Friday, lots of love as always.

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And I'll catch you guys soon.

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Bye!