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If the objective of the game is to keep playing the games, to stay in the game and not quit,

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then you need to look at your business and think, how can I make these customers more

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valuable?

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And by extension, what do I need to do for them in order to make them more valuable?

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The wealthiest people in the world see business as a game.

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This podcast, the game, is my attempt at documenting the lessons I've learned on my way to

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building acquisition.com into a billion dollar portfolio.

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My hope is that you use the lessons to bring your business and maybe someday soon partner

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with us to get $200 million in beyond.

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I hope you share and enjoy.

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Play whatever, have this conversation.

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And it was basically that, all of the gyms that we've seen and we've worked with over

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a long time, not even gyms, just people who've been marketing online for a while, complain

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about the same thing, right?

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They complain about the same thing.

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It's like, man, Facebook's not as cheap as it used to be.

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And I wanted to make this one video because I think it's incredibly important.

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Like, you just need to get over it.

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You just need to get over it.

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Like, it's never going to be as cheap as it was and guess what?

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It's never going to be as cheap as it is today because tomorrow it's going to be more

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expensive.

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And so, like, you can either continually whine and complain about things that you cannot

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control or you can accept the fact that it's a marketplace.

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It's an auction and it will continue to rise.

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And if you look at Google and you look at history, whenever new platforms open up, they're

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widely underpriced attention in eyeballs and so you can make a massive killing, even if

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you suck at business.

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The reality is that a lot of people who got in on this game early sucked at business,

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but they just happen to be in on it early.

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And so they could make money on penny clicks because it's not hard to make money on penny

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clicks, right?

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But when you have $10 clicks, all of a sudden the game changes because you have to make

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a hundred times more money, right?

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Or whatever the math is, a thousand times, never it is, right?

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And so right now, if you're like, man, I wish, I wish Facebook ads were cheaper, man,

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I wish leads were cheaper.

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What you need to focus on is what you can actually control, which is the monetization of

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the customer, right?

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We've been able to continually spend four years, for six straight years, I've tried to

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outspend everyone in every market I have ever been in, whether it was an intellectual

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space or was a local geography, and the reason I've been able to do this because we focus

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on how much the lifetime value of the customer was because that was under our control.

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And so right now, if at your gym, you're only selling workouts and you have no other ways

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of monetizing a customer than you were losing out because the thing is that the water is

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going to rise, right?

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Your ability to spend money and capture leads and buy attention and buy eyeballs is going

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to continually go down, so get the fuck over it, right?

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Stop whining.

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It's not going to get better, right?

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And so like, it's like, I'm being purposely harsh because it's, you just need to accept

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that that's the reality that we live in.

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And if you want things to improve, like if you want things to improve, like you're just,

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what is it?

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Wishing on a star, whatever it is.

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And what I will say is if you can remind yourself right now of the feeling that you have

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of like, man, I wish I had spent more when he was cheap, right?

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Remember that because that is when the next thing that comes along, you need to double

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down.

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And believe it or not, you still need to double down on Facebook ads.

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Why?

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Because it's still cheaper today than it's going to be tomorrow and it's still the best

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price stuff, best price detention that's out there from a targeted standpoint, right?

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So like if you think about a big picture, like if I can get a five to one return on something

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today, and I could get a 20 to one return on that same thing two years ago, is it still

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a good investment today?

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Yes, is it as good?

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No.

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What's why alternative?

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Trugging, right?

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And so what you're focused on as a business should be always improving your mouse trap, should

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always be improving the actual business so that you can buy in a forward eyeballs on

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any platform independent of the maturity level.

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If the only game that you can play is for penny clicks, it means you're going to be a penny's

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talk type business owner, right?

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You're not going to be able to play with the big boys.

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You can't play with the boot blue chip guys.

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Most of those guys wait for five years for 10 years before a platform even matures before

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they're like, okay, we're going to get into this because they're in boardrooms and they're

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like, we're not sure if it's worth putting the attention towards opening this new platform.

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Hey guys, love that you're listening to the podcast.

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If you ever want to have the video version of this, which usually has more facts, more visuals,

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more graphs, you know, drawn out stuff, sometimes it can help hit the brain center

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in different ways.

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You can check out my YouTube channel.

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It's absolutely free to check that out if that's what you are into and if not, keep

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enjoying the show.

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Right.

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And it's like, so like right now, if you could only survive in that environment, it's because

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your business sucks, right?

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If you could only do LBOs and only afford getting leads for $3 and if it was more than

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$3, you only had $10 leads and at $10, you priced out, you've shaded business or you don't

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know how to do math.

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It's one of the two, right?

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And so you have to be less emotional.

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You have to be able to let your math do the dictation, right?

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Like this is a me soft toss and, you know, what we have.

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But like if you have a diagnostic selling process and you're selling one-on-one accountability

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institution on top of it, you can sell your membership for $425 a month.

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How do I know that?

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Because we're all doing it in gym lunch.

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Can you get $1,000 upfront on average, upfront ticket?

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Yes.

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Do you think that would help you in your acquisition costs?

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Probably.

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If your business isn't doing that, is that going to be, are you going to be beat down

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by someone else who can?

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Yes.

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That's the math, right?

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Because they can continue to play, right?

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And so when the sandboxer gets filled or when the level of the water rises and only the

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best players stay because they can keep swimming because they spent the time to build the

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mouse trap that built the highest light side value per customer because they were, in the

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end, providing the most value, those are the guys that are continuing to stay and continue

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to play.

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And so if the objective of the game is to keep playing the games, to stay in the game

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and not quit, then you need to look at your business and think, how can I make these

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customers more valuable, and by extension, what do I need to do for them in order to make

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them more viable?

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All right.

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And that's where you need to add the intagibles because if you're only selling workouts,

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you're only selling your quote, community, guess what?

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Take a ticket.

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So is everybody else?

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All right.

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So if you want to stand out so that you can provide more value, look at the things that,

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like, I mean, look at what we're doing.

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You know what I mean?

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Like, this is free content.

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You know what I mean?

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Look at what we're doing.

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Sell one on accountability.

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Sell one on nutrition.

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Sell it in a duration based play.

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Sell them to gold.

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Sell them for 40 weeks, upfront, paid and full.

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Right?

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That's where you're going to sell a big ticket.

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And that's how, if one out of five people who walks in your door is going to buy a $3,000

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thing from you, that means that per show up, you're making $500 per show.

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Right?

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And if you know that you're getting one out of three leads in the door to show that it

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means you can spend $150, $200 a lead and still break even on the acquisition and still

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have the life to value the customer to collect.

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And so if you don't have that, you're just going to get beat by someone who does because

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they're going to be able to continue the same play.

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And then you're going to be looking around and be like, well, well, Facebook has to

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work anymore.

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Oh, the platform doesn't work anymore.

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Believe it or not, this story has already happened.

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Right?

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Like, before this, it was direct mail.

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Before that, sorry.

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Before this was Google.

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Before that was direct mail.

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Before that was newspaper ads.

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Like, it just came before that was catalogues.

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Like, it just kept going back and back and back.

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And so if you're just a student in history, when one of these things opened up, pound it,

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drive it as hard as you possibly can ride that thing.

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Right?

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And you honestly should still ride it.

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And if you can't ride it right now, it's because your business sucks.

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Right?

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It's because you haven't figured out a way to monetize your customers properly.

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Right?

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It means you're not providing enough value.

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So instead of lamenting, instead of complaining, instead of being upset, instead of stopping

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your feet and pounding and being like, well, it doesn't work anymore, do what you can

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control, figure out how you can find more value your customers, figure out how you can

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make more money up front from the people who are walking your doors.

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You can liquidate acquisition costs so that you can continue to stay and pay.

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And hopefully, it's your goal is to help people over a long period of time build something

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that lasts.

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It's a game you're going to have to conquer anyways, and the platform doesn't matter.

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Where you buy eyeballs doesn't matter whether it's Facebook, whether it's Google, whether

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it's YouTube, whether it's whatever doesn't matter.

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The only thing that matters is your mouse trap.

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And if the mouse trap is right, you can buy wherever you want for as long as you want.