WEBVTT 1 00:00:00.000 --> 00:00:03.440 I'm gonna start a 10 million dollar trash collecting business 2 00:00:03.440 --> 00:00:05.760 So if you want to start a business this video is for you 3 00:00:05.760 --> 00:00:10.520 We're gonna turn this trash into cash. The first thing you need to do is get customers 4 00:00:10.520 --> 00:00:16.480 And the easiest way to do that is to talk to people you already know and the easiest way to do that is to pull up your phone 5 00:00:16.480 --> 00:00:19.960 Look in your contacts and find one. Let's call Caleb 6 00:00:21.480 --> 00:00:26.200 Hey, what's up, man? Are you at that wedding? I am. Yeah. Well quick question for you 7 00:00:26.480 --> 00:00:29.360 This may seem out of the blue. Is anyone taking out your trash? 8 00:00:30.000 --> 00:00:31.600 Oh shit 9 00:00:31.600 --> 00:00:37.840 No, it's probably just sitting there smelling awful. Do you know anybody else who might be at the wedding? 10 00:00:37.840 --> 00:00:39.840 Who's also not taking out their trash? 11 00:00:42.080 --> 00:00:46.400 I know this is out of blue. I'll explain why so right now. I'm starting my little trash clean business 12 00:00:46.400 --> 00:00:49.680 I want to help five or ten people and just do my service for free 13 00:00:49.680 --> 00:00:53.280 I'll do everything and if it is good if you're open to leave me review 14 00:00:53.280 --> 00:00:56.280 I mean the world to me and if it sucks, I'll be telling me so I can make a better 15 00:01:00.400 --> 00:01:05.760 Well, tell you what why don't I do it for free? You're helping me out if it's good and you like the service 16 00:01:05.760 --> 00:01:09.600 I can talk to you about you know what it would look like afterwards in like two weeks. That work 17 00:01:12.400 --> 00:01:16.280 And the other folks that you know you think you do a three-way text intro with me 18 00:01:16.280 --> 00:01:17.280 Yeah, absolutely 19 00:01:17.280 --> 00:01:19.280 Thanks for supporting me man. I really appreciate it 20 00:01:19.680 --> 00:01:25.320 So that is number one of four different ways that one person can let other people know about their stuff 21 00:01:25.320 --> 00:01:29.120 There are eight ways in total, but today we're only going to talk about four of them and they are called 22 00:01:29.640 --> 00:01:31.640 Unsurprisingly the core four 23 00:01:31.640 --> 00:01:36.600 Welcome to Money Center where we break down this week's money-making activities 24 00:01:36.840 --> 00:01:42.200 Here we've got a strapping man in what appears to be a texito tank top 25 00:01:42.200 --> 00:01:46.920 We're gonna watch this game footage. Are you at that wedding? Interesting first question 26 00:01:46.920 --> 00:01:54.160 I'm guessing this is a personalized tidbit that you found out from the social medias doing a little pre-research or pre-search 27 00:01:54.160 --> 00:01:57.000 This may seem out of the blue. Is anyone taking out your trash? 28 00:01:57.720 --> 00:02:01.240 And right for the right for the jugular. All right. Let's see what was just happening 29 00:02:01.240 --> 00:02:05.080 All right, so we acknowledge what they said they were going to the wedding the compliment was that oh, that's nice 30 00:02:05.080 --> 00:02:09.720 Now could he have gone for a better compliment for sure? I'd give that a four out of ten on the compliment scale now 31 00:02:09.720 --> 00:02:11.880 What he didn't do was tie to a posture character trait? 32 00:02:12.560 --> 00:02:18.620 That would have been bonus points now. What does he do next? He asks another question and leaves the conversation whatever direction 33 00:02:18.720 --> 00:02:20.720 He wants to go in this instance 34 00:02:20.880 --> 00:02:25.320 Talking about trash any time someone is doing something that you want to do for them 35 00:02:25.320 --> 00:02:31.000 They spend the same resource which is time and so all you have to do whether you're traveling fitness services cleaning services 36 00:02:31.000 --> 00:02:36.800 Trash taking out services IT services whatever it is you say hey, how's all this stuff going? 37 00:02:36.800 --> 00:02:39.160 They say great and you say how do you have time to 38 00:02:40.040 --> 00:02:43.040 Insert the thing that you're trying to sell and everyone's like man 39 00:02:43.040 --> 00:02:45.760 I wish I had more time and you said oh boy 40 00:02:45.760 --> 00:02:49.160 I just happen to be a time salesman and I can give you some back all right 41 00:02:49.160 --> 00:02:54.480 Let's go back into this game footage. It looks like he's following a script which makes it less impressive or does it? 42 00:02:55.000 --> 00:03:00.040 He's actually following a script because if you don't know what you're doing just stick with the script 43 00:03:00.040 --> 00:03:05.920 I think that's what he's actually reading do you think he can read you know anybody else who might be at the wedding who's awesome 44 00:03:05.920 --> 00:03:11.440 He already assumed the clothes on this one and he's going for more do you know anybody who is 45 00:03:11.880 --> 00:03:15.880 Look into three Malcolm not have the trash during the wedding as a quick tidbit 46 00:03:15.880 --> 00:03:21.840 This is an outline. It's not going to be perfect and honestly when you do 20 or 30 or 50 of these you'll start to find your own rhythm 47 00:03:21.840 --> 00:03:24.360 These are the big things if we're thinking about these as milestones 48 00:03:24.360 --> 00:03:29.840 It's like hey, I'm not asking them. I'm asking if they know anybody now in this particular instance 49 00:03:29.840 --> 00:03:34.360 I was like man, I he clearly exhibited the issue, but if you've been like no 50 00:03:34.360 --> 00:03:39.160 I actually do have somebody's taking the trash or whatever a couple directions you could go there 51 00:03:39.160 --> 00:03:39.800 It'd be like awesome 52 00:03:39.800 --> 00:03:42.080 Are they doing it for free and then they would say no be like well? 53 00:03:42.080 --> 00:03:45.280 I will and then boom you could get the business or you just say hey 54 00:03:45.280 --> 00:03:47.200 Do you know anybody who is it's a very easy transition? 55 00:03:47.200 --> 00:03:50.200 So you're not asking them for business. You're not soliciting you're asking if they know 56 00:03:50.200 --> 00:03:55.960 And so then you give them the reason why because I'm taking on five case studies now case studies is a word that I didn't use in this 57 00:03:55.960 --> 00:03:59.120 But if you said hey, I'm taking on five trials or five people for free 58 00:03:59.120 --> 00:04:03.320 And I'm just trying to get some testimonials some reviews. Okay, let's go back to the the game footage 59 00:04:03.320 --> 00:04:06.720 If it sucks, I'll be telling me so I can make a better and we just outline both 60 00:04:07.080 --> 00:04:11.760 Outcome scenarios in the explanation which is either I'm good and you leave me review 61 00:04:11.760 --> 00:04:18.640 Which is my ask or I suck and you just tell me so either you get feedback or you get a review and it works great 62 00:04:18.640 --> 00:04:23.840 And the nice thing is you can make money three different ways from somebody for free because everybody in the stands is like 63 00:04:23.840 --> 00:04:27.200 I'm gonna make money give away stuff for free. Your time is valuable 64 00:04:27.200 --> 00:04:29.440 Your time isn't valuable because if it were valuable you'd be making money 65 00:04:29.440 --> 00:04:32.280 If you're not making money right now, guess what value says zero 66 00:04:32.280 --> 00:04:36.800 This gives you practice and feedback from friendlies, which is a great way to start 67 00:04:36.960 --> 00:04:41.840 Category one is that they will get the free service and be like this was awesome keep doing it and I'll pay you 68 00:04:41.840 --> 00:04:46.720 They literally just become customers option two is they then say hey, I don't want to do this 69 00:04:46.720 --> 00:04:49.360 But I'll leave you a review so then you get a review 70 00:04:50.080 --> 00:04:53.760 Version three of them making you money is that they just send you a friend even if it's not them 71 00:04:53.760 --> 00:04:58.000 And they could do all of those things somebody could leave you review send you a friend and become a customer 72 00:04:58.000 --> 00:05:01.200 But they could do any of those things individually and if you want secret door number four 73 00:05:01.200 --> 00:05:05.920 They could also say you know what you work at I don't want to send you a friend and I don't want to be a customer 74 00:05:06.080 --> 00:05:10.080 But I'll tell you what you could do better and that also makes you money in the long term 75 00:05:10.080 --> 00:05:14.160 Why don't I do it for free? You're you're helping me out and see notice the frame 76 00:05:14.880 --> 00:05:19.280 You're helping me out letting me do this for free. It's not hey 77 00:05:19.760 --> 00:05:22.480 You owe me one because I'm doing this for free for you 78 00:05:23.120 --> 00:05:28.080 Wrong frame of mind if you come in at that you're gonna be a weirdo and everyone's gonna sense it 79 00:05:28.080 --> 00:05:31.440 Because you're gonna have this weird resentment towards people because you're like I can't believe I'm giving 80 00:05:31.440 --> 00:05:35.840 The stuff away for free. They should be thanking me. No, they shouldn't because you have no reputation 81 00:05:35.920 --> 00:05:39.120 And you have no track record because if you did you wouldn't have to give it away for free 82 00:05:39.360 --> 00:05:41.600 But you are because you haven't done it and that's okay 83 00:05:42.400 --> 00:05:48.000 And notice he's still reading from this this screen so he might not even have a brain brains are optional in this 84 00:05:48.080 --> 00:05:51.920 That's how simple this is when you ask people who know you the other folks that you know 85 00:05:52.160 --> 00:05:54.160 Do you think you do a three-way text intro with me? Oh 86 00:05:55.040 --> 00:05:58.720 Snuck it back in remember earlier you said hey, do you know anybody said you know some people 87 00:05:59.200 --> 00:06:03.360 He remembered and said hey, well, why don't we do a three-way not the way you're thinking 88 00:06:03.920 --> 00:06:04.560 I see you 89 00:06:04.560 --> 00:06:08.320 But how do we do a three-way intro and the reason you do that is because if you say hey 90 00:06:08.640 --> 00:06:10.960 Can you make the intro to me they have to remember? 91 00:06:11.040 --> 00:06:14.560 But if you say right now hey do a three-way text while I'm here 92 00:06:14.720 --> 00:06:19.520 There's two things happen one is that you get the lead and here's the second sneaky thing that happens 93 00:06:19.840 --> 00:06:25.520 Is that because you actually have an intro of a third party in the message group the person who's getting intro 94 00:06:25.920 --> 00:06:32.320 Is way less rude overall? I think I think four and a half out of ten maybe a four point six and I'm mostly giving that because of the hair 95 00:06:33.280 --> 00:06:35.120 And the tuxedo tank regardless 96 00:06:35.120 --> 00:06:38.640 This goes to show you that you don't need to have a brain you can follow half of a script 97 00:06:38.880 --> 00:06:43.040 And you can still get a customer by talking to people who you know and asking them if they know anybody and just like that 98 00:06:43.280 --> 00:06:46.640 You can start your trash cleaning business because there are four ways you can make money from free people 99 00:06:46.800 --> 00:06:49.520 They become customers they leave you a review to get you a customer 100 00:06:49.520 --> 00:06:54.560 They send you a friend or they give you feedback that can make you better so that you can eventually actually be worth what you want to 101 00:06:55.040 --> 00:06:56.880 But there are two limitations 102 00:06:56.960 --> 00:07:00.000 Let's walk this way first limitation is that you only have so much time 103 00:07:00.080 --> 00:07:06.400 You're going to be calling people you're going to reach out to people and trying to get them to try your services or your products of some sort 104 00:07:06.880 --> 00:07:09.120 You can only do that so many hours today because it's just you 105 00:07:09.120 --> 00:07:13.680 Limitation number two is that you only know so many people you add up your email list your contacts and your phone 106 00:07:14.080 --> 00:07:18.240 Your followers on social media across every platform that you're on if you're on platforms 107 00:07:18.480 --> 00:07:20.960 You might have a thousand people who know you well 108 00:07:21.040 --> 00:07:24.880 If you did a hundred of those a day in 10 days you would have reached out to everybody now 109 00:07:24.960 --> 00:07:27.120 That doesn't mean that you shouldn't reach out to them again. You should 110 00:07:27.440 --> 00:07:29.520 But at that point you start to run into some friction 111 00:07:29.680 --> 00:07:34.720 So we just got our first customers from warm outreach as in talking to people we know one-on-one 112 00:07:35.280 --> 00:07:38.800 Now we're going to transition to getting our first customers from posting free content 113 00:07:39.440 --> 00:07:40.640 That'd be light 114 00:07:41.840 --> 00:07:42.640 Cool 115 00:07:42.640 --> 00:07:46.480 We're under the best way to get your husband to take the trash out two things 116 00:07:46.640 --> 00:07:50.640 Number one instead of saying hey honey will you take the trash out say hey 117 00:07:50.960 --> 00:07:52.960 Would you mind taking the trash out? 118 00:07:52.960 --> 00:07:57.520 Hey, would you be opposed to taking the trash out? Would it be a huge inconvenience for you to take the trash out? 119 00:07:58.080 --> 00:08:00.560 If you say it like that instead of a yes-based question 120 00:08:00.640 --> 00:08:03.600 It's a no-based question because they're like no wouldn't be a huge inconvenience 121 00:08:03.760 --> 00:08:08.480 I wouldn't mind at all and then they take it for you because people are more likely to say no to things than yes 122 00:08:08.560 --> 00:08:14.640 But you get them to say yes by saying no the other way to make sure they keep doing it is it after your husband or your spouse does it 123 00:08:14.800 --> 00:08:18.880 That you reward them for doing it and that's where you say thanks so much that meant so much to me 124 00:08:19.040 --> 00:08:24.160 It's like you're my hero any of those types of things make it more likely that someone's going to do it again 125 00:08:24.560 --> 00:08:27.360 Now if you don't want to use any of these persuasion tactics 126 00:08:27.600 --> 00:08:30.720 Just call one 800 Alex trash and I'll do it for you 127 00:08:30.800 --> 00:08:34.800 And you can say you got it for your husband as a gift because he means so much to you trash is gross 128 00:08:36.320 --> 00:08:38.080 But if you're one of those people 129 00:08:38.080 --> 00:08:41.600 There's three ways that you can actually not have to touch your trash way number one 130 00:08:42.160 --> 00:08:47.040 Use a bag you take the bag just like a poop or scooper you take your hand 131 00:08:47.280 --> 00:08:53.440 And then you can go over the whole thing and then you dump it wait number two is you use tools like these 132 00:08:55.360 --> 00:09:01.360 Go down touch your trash and there you go hands free and wait number three is you can call one 800 133 00:09:01.520 --> 00:09:05.760 Alex trash because I love the smell of trash and I will do it for you 134 00:09:05.840 --> 00:09:11.760 And you are helping somebody who actually has barely any way to smell and so I wear these because I can't smell that good 135 00:09:11.760 --> 00:09:15.680 And so this is a natural line of work for me because I get to do something that doesn't bother me at all 136 00:09:16.640 --> 00:09:21.600 Here's how making free content works you make free valuable stuff for your audience so much though that they say give us more 137 00:09:21.760 --> 00:09:26.960 Give us more could either be more free value or paying you money for the services that you offer now 138 00:09:27.360 --> 00:09:30.720 Let's actually break this down in real time with these videos 139 00:09:30.880 --> 00:09:33.840 What are the best way to get your husband to take the trash out? 140 00:09:34.080 --> 00:09:38.720 What was that that was part one of content which is hook now 141 00:09:38.720 --> 00:09:45.040 I noticed how many seconds is that three seconds in the first three seconds are the most important three seconds in the content video 142 00:09:45.200 --> 00:09:51.120 Two things number one so notice I have a two step framework that I then introduce in the beginning 143 00:09:51.680 --> 00:09:56.000 Give step one give what it is then give an explanation of why it works 144 00:09:56.240 --> 00:10:00.320 And then I move on to step two and repeat the cycle and so that is a retaining cycle 145 00:10:00.640 --> 00:10:07.520 Which you can either use lists steps or stories or combinations of all three to keep the audience engaged and right now 146 00:10:07.680 --> 00:10:10.880 I'm going through lists steps and stories making this now 147 00:10:10.880 --> 00:10:13.280 Let's keep watching this one and see where this guy takes it 148 00:10:13.440 --> 00:10:16.480 Just call one 800 Alex trash and I'll do it for you 149 00:10:16.640 --> 00:10:19.600 And you can say you got it for your husband as a gift because he means so much to you 150 00:10:19.680 --> 00:10:24.240 And so the idea with the reward is that you want someone to share the last piece 151 00:10:24.240 --> 00:10:28.320 So it's either something that subverts the audience meaning something that they laugh at or think is funny 152 00:10:28.640 --> 00:10:31.680 Or it's some sort of action that you're going to have them take now ideally here 153 00:10:31.680 --> 00:10:38.000 This is funny enough that someone would send it to their friends now. Let's look at number two and break this one down together 154 00:10:38.080 --> 00:10:43.440 Trash is gross to everyone but me so trash is gross to everyone but me is a weird 155 00:10:43.760 --> 00:10:48.240 But probably effective hook because curiosity if you're like why is this person talking about this 156 00:10:48.480 --> 00:10:52.320 And the thing with content is you're gonna make many many many things and sometimes you would be surprised 157 00:10:52.720 --> 00:10:58.720 By what works and what does it so oftentimes you can start with a crazy topic or you can start with a crazy question 158 00:10:59.040 --> 00:11:05.200 Or just a factor or statement that people might find jarring any of those things might catch someone's attention so that they 159 00:11:06.000 --> 00:11:08.000 Keep watching wait number one 160 00:11:08.000 --> 00:11:10.480 Use it back and so each of these is an open loop 161 00:11:10.560 --> 00:11:13.360 So I'm opening the loop and then I close it with what the thing is 162 00:11:13.360 --> 00:11:18.320 But you're still like well what's number two and what's number three and the idea is that you retain them so that they watch it 163 00:11:18.480 --> 00:11:20.560 And wait number three is you can call 1-800 164 00:11:20.640 --> 00:11:24.080 Alex trash because I love the smell of trash. There you go 165 00:11:24.640 --> 00:11:26.960 Fun little wrap up on the video. We've got a hook 166 00:11:27.040 --> 00:11:32.080 We've got some retention tactic which has a list a step for a story and then some sort of reward or call to action at the end 167 00:11:32.400 --> 00:11:36.480 And just like that we have made two pieces of content following the 168 00:11:36.880 --> 00:11:40.400 Hook retained reward framework that you can use for any type of business now 169 00:11:40.720 --> 00:11:43.440 Pro tip on this if I were to start a local trash business 170 00:11:43.440 --> 00:11:45.760 I would say there's one of two directions. I would take my content in general 171 00:11:45.920 --> 00:11:49.680 You could also inner splice them one is actually talking to consumers and saying here 172 00:11:49.680 --> 00:11:53.120 Here's some tips about trash you probably didn't know about things that can make their life better 173 00:11:53.440 --> 00:12:00.000 Independent of using my services or you could make content targeted at people who you'd want to work at your trash company 174 00:12:00.080 --> 00:12:06.480 So might be targeted more around what a salesman job or a trash collecting job might look like so that you can attract more talent 175 00:12:06.560 --> 00:12:11.040 Either those strategies work and you could probably do both together because you would eventually just be known as the trash kick 176 00:12:11.200 --> 00:12:15.520 All right, I'm gonna give you a couple quick tips that have worked well for me on making content 177 00:12:15.840 --> 00:12:21.840 Number one people need to be reminded more than need to be taught so a lot of times we have this idea that I've said this thing one time in content 178 00:12:21.920 --> 00:12:25.520 Therefore I should never say it again because I would be repeating myself 179 00:12:25.600 --> 00:12:28.480 But it's arrogant to assume that 100% of your audience 180 00:12:28.880 --> 00:12:32.480 100% of the time consumes 100% of your content and 181 00:12:33.360 --> 00:12:37.840 Also, that if they consume something one time they wouldn't want to consume it again 182 00:12:38.400 --> 00:12:41.520 And or a version that's just slightly different from the original 183 00:12:41.600 --> 00:12:48.640 You'll probably see tweet reels for me that also appear in video format for me that also make their way into captions 184 00:12:49.040 --> 00:12:54.800 And full posts on the exact same concept and then I also talk about them in podcasts think about yourself 185 00:12:55.440 --> 00:13:01.920 Who do you follow you probably know the themes of stuff that they're talking about on a regular basis and you follow them because you want to be reminded 186 00:13:02.080 --> 00:13:06.240 I've watched comedians do the same bit over and over again because I think it's hilarious 187 00:13:06.320 --> 00:13:10.560 And so it works the same way with your own content if people like something make more of it 188 00:13:10.640 --> 00:13:14.880 Another one is that in the content that I just showed you I made a call to action at the end 189 00:13:15.120 --> 00:13:17.920 You could obviously not make a call to action at the end at all 190 00:13:17.920 --> 00:13:21.120 You could just make the content and cut it and then that would be perfectly fine 191 00:13:21.360 --> 00:13:26.480 And you could just expect that people would make comments they would like it or sometimes DM you anyways 192 00:13:26.720 --> 00:13:28.080 Just because they want to find out more 193 00:13:28.080 --> 00:13:31.760 I think that that one actually would work because I made the third way kind of funny 194 00:13:31.840 --> 00:13:38.080 And the cool thing is is that anybody who likes or engages or comments on your posts are leads because you can then 195 00:13:38.320 --> 00:13:43.360 Message them a lead as a person you can contact and an engage lead is someone who is showing interest in the stuff that you have 196 00:13:43.520 --> 00:13:47.360 We create content so that we can get people to engage so that we can then say hey 197 00:13:47.360 --> 00:13:52.960 I saw that you engage with my thing that gives you a reason to reach out to them without seeming like a scumbag 198 00:13:53.200 --> 00:13:56.240 And so like that is how you can generate leads for free using content 199 00:13:56.320 --> 00:14:00.400 I'm going to give you a frame shift that helped me a lot in the beginning when you're making content 200 00:14:01.520 --> 00:14:05.840 Looking at the number of views can be depressing because then you think man 201 00:14:05.920 --> 00:14:07.360 I suck no one likes me 202 00:14:07.440 --> 00:14:12.880 But I started to imagine whatever the number of views was as the size of a room I was talking it 203 00:14:13.200 --> 00:14:17.920 And so if I was willing to do a lunch and learn from my trash business with 15 people in it 204 00:14:18.480 --> 00:14:23.280 I was stoked and so the idea that 17 people watched my video is a full room 205 00:14:23.280 --> 00:14:24.320 It's a classroom 206 00:14:24.320 --> 00:14:26.800 And so the idea that I could do that and reach them for free 207 00:14:27.280 --> 00:14:33.440 Just reframe it and not comparing it to what a million clip view is but just saying what does 17 people look like wow 208 00:14:33.760 --> 00:14:38.240 That was worth it and if you can keep that perspective it becomes way less 209 00:14:38.720 --> 00:14:42.320 discouraging and everyone starts at this one big magical number 210 00:14:43.840 --> 00:14:47.040 It's not bad. It's not you sock. It's not that you're late 211 00:14:47.200 --> 00:14:49.360 Everyone starts here and you build from there 212 00:14:49.440 --> 00:14:53.440 And so that is how we got our customers from our second different way to advertise 213 00:14:54.160 --> 00:15:00.720 posting free content now we'll transition to reaching out to strangers one-on-one to get our next customers 214 00:15:08.720 --> 00:15:10.720 Hey 215 00:15:13.760 --> 00:15:20.320 Hey, how's it going pretty good reason we're knocking on your door is because I help the Johnson's your neighbor take out their trash 216 00:15:20.560 --> 00:15:24.800 And they sent me over here to ask you if you have somebody who takes care of your trash for you 217 00:15:25.680 --> 00:15:31.600 Do not well would you be opposed to me doing it for you? No, no actually that sounds incredible 218 00:15:32.000 --> 00:15:35.920 All right, well fantastic. So if you have any trash right now, I can just grab it 219 00:15:36.640 --> 00:15:40.960 Yeah, all right fantastic because I can take that out to my truck and then I'll get the rest of your stuff 220 00:15:50.240 --> 00:15:55.680 Hey, how's it going good reason I'm here because I took out the Johnson's trash 221 00:15:55.840 --> 00:16:00.240 What I do for a living and I was curious if you have somebody who takes out your trash 222 00:16:00.880 --> 00:16:04.960 I do yeah, well are they as awesome and smiley as me? 223 00:16:06.320 --> 00:16:08.320 I guess 224 00:16:08.320 --> 00:16:10.320 Do they also do it for free for this month? 225 00:16:11.120 --> 00:16:16.240 No, because I'll do both those the extra smiley stuff is on me if it's actually free yeah 226 00:16:16.240 --> 00:16:18.960 Yeah, it's free for the first month and after that it goes at 29 bucks a month 227 00:16:19.120 --> 00:16:22.400 Okay, yeah, yeah, let's do it. Okay fantastic. Well, if you got it back 228 00:16:22.640 --> 00:16:26.800 I'll grab what I have and then I'll bring him out the truck and I'll come back with my cleaning supplies. Yeah, let's do it. All right 229 00:16:32.800 --> 00:16:34.800 Hey, how's it going? Hello, hello 230 00:16:36.480 --> 00:16:39.760 I take out the Johnson's trash and they wanted me to take out your 231 00:16:40.400 --> 00:16:47.120 So guess what just happened? I got to know and guess how much poor I am 0% poor and so you know what 232 00:16:48.000 --> 00:16:52.880 Yes, this can change your life, but you can have in many noses you want and nothing else changes 233 00:16:53.120 --> 00:16:55.120 And so all we do is we roll the dice again 234 00:16:55.360 --> 00:17:01.520 Dumb dumb dumb dumb dumb dumb dumb and we're back for the 235 00:17:02.320 --> 00:17:04.320 cold outreach breakdown 236 00:17:04.400 --> 00:17:10.480 It is you reaching out 101 to strangers and you can do that be it email phone call direct message SMS 237 00:17:10.560 --> 00:17:13.680 voicemail or not going on someone's door like I demonstrate it now 238 00:17:13.920 --> 00:17:19.280 Let's break down these puppies one by one. This was the nice guy reason we're not going on your door 239 00:17:19.360 --> 00:17:21.680 So right before we get into this there's a lot of setup here 240 00:17:21.760 --> 00:17:27.040 So number one, I have trash over my shoulder. The reason for that is because I'm already visually 241 00:17:27.040 --> 00:17:29.840 Devonsuating what I do and especially I'm dressed in work clothes 242 00:17:29.920 --> 00:17:32.080 You might think is this person here to fix something? 243 00:17:32.160 --> 00:17:37.120 I have curiosity working on my side because he might have a peephole or look through the window before answering the door 244 00:17:37.120 --> 00:17:40.240 Which most people do so before even getting the knock in the door 245 00:17:40.240 --> 00:17:43.840 I'm trying to look a certain way so that it increases the likely that they open the door 246 00:17:44.160 --> 00:17:48.240 Now the second thing is that I've got a huge secret weapon that most people don't do 247 00:17:48.320 --> 00:17:53.360 So the reason I talk earlier about giving away free stuff is that once you do give one person free stuff 248 00:17:53.600 --> 00:17:55.680 What do you think you should do with that free person? 249 00:17:55.760 --> 00:18:00.400 You should leverage it to the greatest degree possible to make as much money as you possibly can for giving away something for free 250 00:18:00.560 --> 00:18:04.560 Because if I can get 10 more sales from the one person I gave for free by name dropping them 251 00:18:04.560 --> 00:18:07.680 Or by using them as an intro or segue into a sales pitch 252 00:18:07.920 --> 00:18:11.120 That's worth giving away the service for one person 253 00:18:11.280 --> 00:18:14.320 And so in this example the johnson's which is the neighbor 254 00:18:14.400 --> 00:18:17.520 I could give one person in an entire neighborhood 255 00:18:18.000 --> 00:18:21.600 Free service and then go to every other door and say hey 256 00:18:21.760 --> 00:18:25.840 I work with the johnson's which then creates trust and they're like okay. This is legit 257 00:18:26.240 --> 00:18:29.920 And then I can bridge in so right now and I do that in the first couple seconds 258 00:18:29.920 --> 00:18:32.000 Because I want to disarm them so they don't act rudely to me 259 00:18:32.160 --> 00:18:34.320 If someone knows that you know someone they know 260 00:18:35.120 --> 00:18:40.000 They will act much more polite to you and before more likely to give you more time to make whatever 261 00:18:40.160 --> 00:18:45.200 Presentation you want to make and they sent me over here to ask you if you have somebody who takes care of your trash 262 00:18:45.280 --> 00:18:49.680 Notice the question that I'm asking after proceeding it with I help the johnson's out 263 00:18:50.320 --> 00:18:52.800 I ask the individual does he 264 00:18:53.680 --> 00:18:58.800 Have somebody who's doing this particular service because I'm not saying hey do you want me to take your trash out for you 265 00:18:59.040 --> 00:19:04.160 I'm asking if they have someone who's doing it because then I'm leading them on path that I have an answer on both sides 266 00:19:04.400 --> 00:19:09.120 It's a yes-no question that I have a hundred percent response that's good on either scenario 267 00:19:10.160 --> 00:19:14.640 So this one is an easy one because they're like I don't have anybody who does this particular service and believe it or not 268 00:19:14.960 --> 00:19:16.160 It's crazy as it sounds 269 00:19:16.160 --> 00:19:21.200 It's actually even better sometimes that they do have someone because that means they already are willing to pay for the service 270 00:19:21.200 --> 00:19:25.280 So by the way if someone already has or pays for something 271 00:19:25.520 --> 00:19:29.360 They're more likely to buy from you not less would you be opposed to me doing it for you? 272 00:19:29.520 --> 00:19:32.560 And so that's a no-base question so rather than saying hey do you want me to do it? 273 00:19:32.560 --> 00:19:36.000 I'm saying would you be opposed to or to be a great inconvenience to you etc 274 00:19:36.160 --> 00:19:42.720 Where it's an easier yes-by-saying no than a pure yes-based question for all the yes-based salesmen myself included 275 00:19:42.720 --> 00:19:45.920 I've closed plenty of sales I'm just saying you ready to start open to go on on Monday 276 00:19:46.080 --> 00:19:48.480 Let's get started whatever it doesn't mean it doesn't work 277 00:19:48.560 --> 00:19:53.680 It just means that in general when you ask a huge population a slightly higher percentage will say yes to no question 278 00:19:56.640 --> 00:20:00.880 Great we got the yes and we move on now as a side note here once you get the yes 279 00:20:01.120 --> 00:20:04.640 Shut the fuck up and go everything you say after the point they said yes is 280 00:20:04.880 --> 00:20:08.400 Increasing the likelihood that they changed their mind and so as soon as you get the yes 281 00:20:08.480 --> 00:20:13.280 It means that you've said everything is sufficient and everything after that point increases the risk that they reverse their answer 282 00:20:13.520 --> 00:20:17.760 You got what you needed get to the fucking truck get your shit move back there and then get it done now 283 00:20:17.760 --> 00:20:26.080 Let's go through the scenario of I do have somebody already and I was curious if you have somebody who takes out your trash 284 00:20:26.640 --> 00:20:27.680 I do yeah 285 00:20:27.680 --> 00:20:31.440 Same question just asking if they have the provider or not now he says yes here 286 00:20:31.680 --> 00:20:33.440 Do they also do it for free for this month? 287 00:20:33.520 --> 00:20:38.160 So I now have to have an alternative scenario that I can plant like an alternative offer 288 00:20:38.240 --> 00:20:42.960 Also as an aside in a live scenario you want to sound like someone they know 289 00:20:43.600 --> 00:20:49.200 And people they know don't say hi the reason that I'm calling is if you were on a call script you'd say hey 290 00:20:50.160 --> 00:20:52.160 Is this Jason 291 00:20:52.480 --> 00:20:55.520 Pause and they'll be like yeah, I'd be like hey, this is Alex 292 00:20:56.560 --> 00:21:02.240 Pause and then they're like where the fuck do I know Alex from now here. I asked him like hey, how's it going 293 00:21:02.560 --> 00:21:04.400 I'm not saying hey 294 00:21:04.480 --> 00:21:06.560 My name's Alex and I'm here to take a trash out and I want it like 295 00:21:07.680 --> 00:21:10.960 Breathe are they as awesome and smiley as me 296 00:21:11.680 --> 00:21:15.440 I'm a big rapport guy. I like cracking jokes at all times in sales now 297 00:21:15.440 --> 00:21:16.800 That takes a little bit more skill 298 00:21:16.800 --> 00:21:21.840 But it disarms people and people are way less likely to be rude to somebody who's just being incredibly positive upbeat and sunny 299 00:21:22.240 --> 00:21:25.920 And so you can be as ridiculous as we'll do they give you free smiles 300 00:21:26.880 --> 00:21:28.880 It's such a pattern interrupt that people are like 301 00:21:29.600 --> 00:21:33.280 What is this guy say they're not gonna be like fuck you. They're gonna be like you know what? 302 00:21:34.240 --> 00:21:38.240 No, they don't give me free smiles. They'd be like well, they should be because with a house like this 303 00:21:38.720 --> 00:21:42.480 I mean how much trash you must be creating a ton of trash and that makes my job better 304 00:21:42.480 --> 00:21:44.560 I love trash right like I could say that kind of stuff 305 00:21:44.560 --> 00:21:47.040 They're like god this guy's insane, but like at least he's funny 306 00:21:47.440 --> 00:21:50.880 And so I could literally have the exact same service and just because they like me better 307 00:21:50.880 --> 00:21:52.160 They'll give me the business 308 00:21:52.160 --> 00:21:56.160 But I pair that with what I say here is are they giving it to you for free 309 00:21:57.120 --> 00:22:01.760 No, no, they're not guess what that makes me better than the guys they have right now 310 00:22:01.920 --> 00:22:05.440 And so then it's like cool. He did me a favor on this is like so it's just free forever 311 00:22:05.440 --> 00:22:06.960 And it's like no, it's not free forever 312 00:22:07.120 --> 00:22:11.600 But I could code a bike truck come back and be like yep just to be clear like it's gonna be free for this month 313 00:22:11.600 --> 00:22:13.840 So the next three pickups or four pickups are on the house 314 00:22:13.840 --> 00:22:18.000 And that's just a way to earn your trust earn your business and hopefully give you some free smiles on the house 315 00:22:18.400 --> 00:22:21.520 And then after that it just goes at 29 bucks a month great 316 00:22:21.520 --> 00:22:24.080 Do you have your idea on you because I'd ask for that he'd go get his wallet 317 00:22:24.080 --> 00:22:28.400 He'd come back with his ID so they come with their ID you write down the information you say cool 318 00:22:28.400 --> 00:22:31.440 Can I change you for the card you want to use you hold on to it until they give you the card 319 00:22:31.760 --> 00:22:36.000 Then you swap cards you write down the credit card information so that they don't mess up the number because if they write it down 320 00:22:36.000 --> 00:22:39.920 They might change the numbers so that it doesn't go through so you write the card information say awesome 321 00:22:39.920 --> 00:22:41.920 Let me get your autograph boom 322 00:22:42.800 --> 00:22:49.120 Number three the one that everyone's afraid of I take out the Johnson's trash and they wanted me to take out your trash 323 00:22:49.440 --> 00:22:56.640 I will tell you this if you ever do door-to-door which is the most aggressive of the sales like the hardest one to do in my opinion 324 00:22:56.880 --> 00:22:59.920 You will earn respect forever from everyone 325 00:22:59.920 --> 00:23:02.320 Everyone knows what it takes to be a door-to-door salesman 326 00:23:02.320 --> 00:23:06.720 It's like you have to have thick skin and you got to learn how to talk to people if you look at Jeff basis 327 00:23:06.720 --> 00:23:09.520 You look at Bill Gates you look at Mark Cuban you look at Warren Buffett 328 00:23:09.600 --> 00:23:12.080 You look at some of the most successful people in the world 329 00:23:12.080 --> 00:23:17.520 They started in a door-to-door face-to-face toe-to-toe selling environment where they got to get rejected 330 00:23:17.760 --> 00:23:21.760 You have to learn how to sell as a base skill and it doesn't mean that you have to make money from selling 331 00:23:21.760 --> 00:23:23.840 But you have to learn the skill because you're gonna have to sell your wife 332 00:23:23.840 --> 00:23:26.800 You're gonna have to sell your kids you're gonna have to sell your employees you're gonna have to sell your investors 333 00:23:26.800 --> 00:23:31.840 You're gonna have to sell customers and so learning how to get rejected and moving along with your life and realizing that 334 00:23:31.840 --> 00:23:35.600 Knows are just coins that you tossed in the machine where you roll before you get your win 335 00:23:35.840 --> 00:23:40.800 You can just remember that that you're putting it together brick-by-brick the success that you want built-on knows 336 00:23:41.440 --> 00:23:46.080 Then you get to where you want to go faster and just don't take it seriously that guy's having a bad day has nothing to do with me 337 00:23:46.080 --> 00:23:47.600 I'm just asking if it wants to take a trash out 338 00:23:47.600 --> 00:23:49.600 Hey in case this disclaimer wasn't obvious 339 00:23:49.600 --> 00:23:54.880 This is a studio setting and we did it this way so that we could have perfect illustrations of each scenario real life is 340 00:23:54.960 --> 00:23:57.440 Hardly that clean some people answered the door of the gun 341 00:23:57.600 --> 00:24:02.400 But this just gives you an idea of just how to literally take the first step not gonna door talk to the stranger 342 00:24:02.400 --> 00:24:07.200 Ask the girl out do the thing and not be afraid of getting no because no is the price of yes 343 00:24:07.520 --> 00:24:11.840 So cold outreach presents three problems that we will need to solve together 344 00:24:12.480 --> 00:24:18.160 Problem number one is that you don't have their contact information number two is that even if I did contact them 345 00:24:18.320 --> 00:24:23.280 What do I say which comes down to a script and an offer and the third thing? 346 00:24:23.520 --> 00:24:26.320 I've got the contacts. I know what to say what my offer is 347 00:24:26.400 --> 00:24:29.760 But I'm not getting enough replies number one if we're trying to solve 348 00:24:30.000 --> 00:24:32.400 How do you contact someone you have to build a list? 349 00:24:32.560 --> 00:24:36.960 So you build listen three ways number one is that you build it with software just google software for lists 350 00:24:37.040 --> 00:24:42.080 Insert whatever your avatar name is for plumbers for home services for whatever you pay monthly fee 351 00:24:42.320 --> 00:24:44.160 You export a list that meets your criteria 352 00:24:44.320 --> 00:24:49.760 The second way you do it is you go to brokers brokers are people who own lists and then they sell those list to multiple people 353 00:24:50.000 --> 00:24:54.560 And so you go to mr. Listbroker you say hey, this is a list what I'm looking for how many you got and they'll say I've got 354 00:24:54.720 --> 00:24:55.840 17,000 contacts 355 00:24:55.840 --> 00:24:59.840 I mean to these criteria and you say awesome how much then you need to go little negotiate you negotiate 356 00:25:00.000 --> 00:25:03.040 And then option number three is you use the old elbow grease method 357 00:25:03.040 --> 00:25:09.840 Which is that you assemble the list yourself now assembling the list yourself is in my opinion the most valuable way to do it 358 00:25:10.080 --> 00:25:14.800 Because it's going to be a virgin list in the first two scenarios other businesses are also going to that software 359 00:25:14.880 --> 00:25:18.080 Also going to those brokers and so those leads might be tired of getting hit up 360 00:25:18.320 --> 00:25:23.600 It still works the long term in my opinion best way to do this is to find the leads yourself 361 00:25:23.680 --> 00:25:28.240 And you do that through looking at yelp google maps databases that exist online for free 362 00:25:28.480 --> 00:25:34.000 And you basically scrape them yourself you can also go to Facebook groups reddit forms things like that where people are already 363 00:25:34.000 --> 00:25:40.080 Assemble together all of these things are ways that you can build lists and the list should just have the way that you can contact them 364 00:25:40.080 --> 00:25:41.920 The second is you're like what do I say? 365 00:25:41.920 --> 00:25:45.840 Well, I have to script inside a hundred million dollar leads you can do that now the second part is 366 00:25:46.320 --> 00:25:49.680 BFV you're like what's BFV BFV is big fast value 367 00:25:49.840 --> 00:25:55.040 You'll notice that what I said with him was I had a free offer ready in my back pocket so I could disarm him 368 00:25:55.120 --> 00:25:56.480 If you're talking to strangers 369 00:25:56.560 --> 00:25:59.600 They're not going to be as friendly as the people who know you they're not going to be as polite 370 00:25:59.840 --> 00:26:04.080 And so you have to be even better with them with an amazing offer 371 00:26:04.160 --> 00:26:09.440 I'm saying something that is superior to what other people are charging for you'll be able to win more business 372 00:26:09.440 --> 00:26:11.280 And it's actually one of the biggest force multipliers 373 00:26:11.520 --> 00:26:14.720 Especially on cold outreach to get people to say yes because they don't trust you 374 00:26:14.880 --> 00:26:17.760 So you have to give them a big incentive to do it anyways 375 00:26:18.240 --> 00:26:23.200 The third is I'm not getting enough replies and you solve that with one thing 376 00:26:23.760 --> 00:26:28.640 Volume volume of reach out being willing to accept knows a hundred knows a thousand knows 377 00:26:28.960 --> 00:26:30.240 To get to your yes 378 00:26:30.240 --> 00:26:33.520 And we do that through automation and through collaboration 379 00:26:33.600 --> 00:26:40.320 So you get other people to do more volume with you and you also do technology to automate different portions of reach out 380 00:26:40.400 --> 00:26:44.400 Because believe it or not every part of this process of building the list 381 00:26:44.720 --> 00:26:47.520 Getting your you know phone system set up if you're doing cold calling 382 00:26:47.600 --> 00:26:51.200 If you're setting up accounts to do cold DMs all of these things are 383 00:26:51.440 --> 00:26:57.760 Automatable to a great degree and so get good at tech because it will give you huge leverage on the amount of 384 00:26:57.920 --> 00:27:03.760 Replies that you will get back for the effort you put it and so method number four is one of the biggest baddest methods 385 00:27:03.760 --> 00:27:09.920 Because it is the fastest and also the most risky to do but if you know how to do it well you can get bags of 386 00:27:11.520 --> 00:27:12.720 This 387 00:27:12.720 --> 00:27:14.560 This is money a bag of money 388 00:27:14.640 --> 00:27:19.440 So we just knocked on doors of complete strangers to get our first customers doing cold outreach 389 00:27:19.680 --> 00:27:26.240 And now we'll transition to our fourth and final of the core four running paid ads are you backed up in trash 390 00:27:28.720 --> 00:27:33.840 You smell that smell is that what your Sunday night smells like when your trash is built up from the whole week 391 00:27:34.800 --> 00:27:37.440 Does the smell of your trash drive you bananas because 392 00:27:38.160 --> 00:27:42.000 That time is over now. What's that you missed your child's practice again? 393 00:27:42.800 --> 00:27:45.680 You didn't get to watch your favorite show again 394 00:27:46.320 --> 00:27:50.240 You only have so many minutes in the day. Why would you spend it taking out your trash? 395 00:27:50.720 --> 00:27:54.480 Alex did you take the trash out? I'm watching the game on my phone 396 00:27:55.440 --> 00:27:56.960 Yeah 397 00:27:56.960 --> 00:28:00.000 Ever feel like that you don't have to anymore 398 00:28:00.800 --> 00:28:06.320 What's that you love trash as much as I do no impossible no one loves trash more than me 399 00:28:06.720 --> 00:28:11.760 And so why would you rob me of the opportunity to clean your trash up for you? Is this you every trash day? 400 00:28:16.160 --> 00:28:17.680 I missed it 401 00:28:17.920 --> 00:28:21.120 If this is what your Monday looks like or whatever your trash 402 00:28:21.600 --> 00:28:27.040 The day after you miss it then you know exactly what I'm talking about and so having seen house after house after house 403 00:28:27.440 --> 00:28:33.920 Busy professionals working home forgetting to take their trash out running after the truck to try and get it only to realize that they have to 404 00:28:34.160 --> 00:28:36.800 Smell their trash for another week or until the next pickup day 405 00:28:37.040 --> 00:28:41.040 It's terrible and so I decided to make a business just to solve that problem 406 00:28:41.280 --> 00:28:47.040 And so we do three things better than everybody else number one is that we will never miss a pickup day ever 407 00:28:47.280 --> 00:28:55.040 We guarantee that because if we ever do we will give you three free months if we miss even one pickup day because we're so reliable at it 408 00:28:55.360 --> 00:28:59.840 Number two is that we will always be on time and so you're not like where are they gonna pick it up? 409 00:28:59.920 --> 00:29:00.640 I know it's out there 410 00:29:00.640 --> 00:29:04.080 So your trash is just sitting on front of your door for a day while you wait for us to pick it up 411 00:29:04.080 --> 00:29:05.200 We say that we're gonna be there at seven 412 00:29:05.200 --> 00:29:10.080 We're gonna be there at seven and the third thing is is that you will only hear two statements from our team 413 00:29:10.240 --> 00:29:14.800 Yes, sir. No, sir. Yes, ma'am. No, ma'am. That's it. It's serviced with a smile 414 00:29:14.880 --> 00:29:18.560 If that sounds interesting, click the link or call 1-800-AlexTrasch 415 00:29:20.720 --> 00:29:27.360 Here running paid ads today the fourth of the core four talking to people who don't know you one to many 416 00:29:27.440 --> 00:29:29.200 This is how running paid ads works 417 00:29:29.280 --> 00:29:36.080 There's lots of free value in someone's newsfeed whether it's their television that they're watching or they're looking at the Instagram or the TikTok 418 00:29:36.400 --> 00:29:40.960 And then there's a paid ad that goes in between the value that they're receiving and then these are the strangers 419 00:29:40.960 --> 00:29:45.440 Which you pay the platform to gain access to now when we run a paid ad. There's really three parts to it 420 00:29:45.520 --> 00:29:47.920 You've got the hook you've got the meat of the video 421 00:29:48.160 --> 00:29:51.360 Which is just like retained by the way if you're like hope retain rewards like very similar 422 00:29:51.360 --> 00:29:56.320 The only difference is at the very end we're just gonna make a call to action right whereas in a piece of content 423 00:29:56.400 --> 00:29:59.760 You might not do that and just have some sort of funny moment or something that makes it more shareable 424 00:30:00.000 --> 00:30:03.760 That's the main difference between the two and so the way that I've made ads is a made ads for a long time 425 00:30:03.920 --> 00:30:06.960 The bulk of my material net worth has been made running paid advertising 426 00:30:07.440 --> 00:30:13.840 I have a decent amount of experience doing it. So let's watch together. Are you backed up in trash right off the bat 427 00:30:13.840 --> 00:30:17.840 We do have the hook which is a question. It's a yes-based question. Are you backed up now? 428 00:30:17.840 --> 00:30:24.000 I have three visual cues here to create curiosity and create a call out and filtering mechanism man with glove 429 00:30:24.480 --> 00:30:27.280 Trash slightly in the background. So this just looks weird 430 00:30:27.520 --> 00:30:30.880 And so I'm gonna get someone to maybe give me a half a second to their attention 431 00:30:30.960 --> 00:30:33.280 If this is what your Monday looks like 432 00:30:33.360 --> 00:30:40.080 So what I did it was present the problem you'll notice that all three of these things is simply honing in on who I want to respond 433 00:30:40.080 --> 00:30:43.680 Because when you're with ads the reaches guaranteed you're spending money to reach eyeballs 434 00:30:43.920 --> 00:30:48.640 You want to make sure the ad communicates that this is for this specific type of person so they respond you'll notice 435 00:30:48.720 --> 00:30:51.360 There's different ways that you can start and add with the callout all right 436 00:30:51.360 --> 00:30:55.520 So the callout usually goes before the hook the callout is you're trying to say to this specific avatar 437 00:30:55.520 --> 00:31:00.640 This is for you you can do visual callouts or you can do auditory callouts visual callout is something you can see with their eyes 438 00:31:00.800 --> 00:31:05.280 That says this is for me an auditory callout is me saying loss Vegas homeowners 439 00:31:05.360 --> 00:31:08.480 This is who I'm talking to which is the best hook is saying this is for you 440 00:31:08.800 --> 00:31:13.840 And then you put your real hook which is the question or the lead to the ad forgetting to take their trash out 441 00:31:14.080 --> 00:31:17.920 Running after the truck to try and get it these are all just pain points people who are busy at work 442 00:31:17.920 --> 00:31:21.840 They don't have time. They're coming back home. They're forgetting their trash day only to realize that they have to 443 00:31:22.080 --> 00:31:25.120 Smell their trash for another week or until the next pickup day pain 444 00:31:25.280 --> 00:31:28.720 They have to smell their trash because they forgot about it and it's sitting there the whole point here 445 00:31:28.720 --> 00:31:32.400 We're ad shading the pain. We're bringing up like oh, yeah, this is important. I really do need to fix this 446 00:31:32.400 --> 00:31:36.000 This is something that I hate having to do with and so we do three things better than everybody else 447 00:31:36.160 --> 00:31:38.800 So notice I'm then introducing three things all right 448 00:31:38.800 --> 00:31:43.680 So when I was selling fitness programs I saw fitness nutrition accountability trying to come up with three things 449 00:31:44.320 --> 00:31:47.040 For whatever the core service helps people 450 00:31:47.840 --> 00:31:51.280 Know that you're about to tell them what it is so that opens the loop so they're more likely to listen 451 00:31:51.360 --> 00:31:56.480 And then it just gives them a way to organize the information so they can know the benefits and I've just found three works great 452 00:31:56.560 --> 00:32:02.880 Number one is that we will never miss a pickup day ever and so I present the probably the biggest pain point that they have 453 00:32:02.960 --> 00:32:07.120 Because that's what I intro the clip with I put my guarantee right in the middle sometimes you can put the guarantee at the end 454 00:32:07.120 --> 00:32:09.360 Sometimes you put the guarantee at the beginning so you can move the guarantee around 455 00:32:09.440 --> 00:32:13.840 It felt like it matched most with this pain point and saying not only that just to go above and beyond 456 00:32:13.840 --> 00:32:16.640 I'm going to deliver this really fast value crazy amazing offer 457 00:32:16.640 --> 00:32:20.880 So if we miss one day we're going to be three months free now all you got to do is make sure that you don't do that 458 00:32:20.880 --> 00:32:22.640 And if you have a business then why would you miss it? 459 00:32:22.640 --> 00:32:27.040 But it sounds insane number two is that we will always be on time all right 460 00:32:27.040 --> 00:32:29.520 So the other issue is like what other pain points are there it's like well 461 00:32:29.760 --> 00:32:33.760 Even if you know that what day this someone's coming there do you want to have trash pot up in front of your house? 462 00:32:33.840 --> 00:32:34.800 It's another pain point 463 00:32:34.800 --> 00:32:38.800 So the deeper you know your avatar and the deeper you know the pain points that they're experiencing around 464 00:32:38.800 --> 00:32:45.040 What other problems the more detailed you can be in description of the pain and so copy and advertising is about the details 465 00:32:45.200 --> 00:32:49.440 The smell of the trash the chasing after it the having its pile up in front of your house 466 00:32:49.600 --> 00:32:54.560 The smell when neighbors come in not just like you smelling it but like have you read somebody else come in because then 467 00:32:54.560 --> 00:32:57.600 Effect status. So there's different ways that you can attack the same problem 468 00:32:57.600 --> 00:33:00.640 The first one I say might not be the one that they feel like they suffer from 469 00:33:00.640 --> 00:33:05.680 So I want to say multiple things so that one of them hits a pain point and they're like wow this does affect me 470 00:33:05.680 --> 00:33:10.560 And the third thing is is that you will only hear two statements from our team. Yes, sir. Yes, ma'am 471 00:33:10.560 --> 00:33:16.400 What's the next pain point is they probably have a lot of low skilled laborers who pick up trash who are not that friendly 472 00:33:16.480 --> 00:33:21.680 And don't have a lot of rapport and so for me to just elevate our services was everybody else to say yes, sir 473 00:33:21.840 --> 00:33:26.320 No, sir. Yes, ma'am. No ma'am because in today's day and age known treats anyone with respect 474 00:33:26.560 --> 00:33:31.360 And so my company would be about that because respect would be a pain point for these types of individuals 475 00:33:31.600 --> 00:33:37.280 And now we transition to CTA which is called action so that we actually get them to do something from this app if that sounds distinct 476 00:33:37.520 --> 00:33:46.320 Click the link or call 1-800 Alex trash and that is one example of yet you can have one or two or three kind of meaty portions of it 477 00:33:46.480 --> 00:33:50.400 Where you hit on the pain a couple different ways maybe talk about the benefits a couple different ways 478 00:33:50.800 --> 00:33:55.680 But you can have way more hooks because the hook is going to be the most important part of this ad because 479 00:33:56.080 --> 00:34:00.160 80% of people are going to decide not to watch your ad in the first three seconds 480 00:34:00.320 --> 00:34:04.880 So that's the part you test the most if you can get them to buy the ad in the first three seconds 481 00:34:05.280 --> 00:34:10.000 You have bought yourself more time to consume the rest of it. Is this you every trash day? 482 00:34:10.400 --> 00:34:13.200 So it's a yes based question in front of two visual callouts 483 00:34:13.600 --> 00:34:16.560 That look like somebody who is a homeowner who is trash that would be the hook 484 00:34:19.200 --> 00:34:26.800 You smell that smell is that what your Sunday night smells like yes based question with a very weird intro that might catch people's attention 485 00:34:27.840 --> 00:34:30.080 Does the smell of your trash drive you bananas? 486 00:34:30.240 --> 00:34:34.640 So that is a yes based question with humor and like if I wanted to attract doctors 487 00:34:34.720 --> 00:34:36.800 I wouldn't dress this way and I wouldn't be in this setting 488 00:34:37.040 --> 00:34:41.280 So the setting and the avatar of the person in the ad will do more to 489 00:34:42.000 --> 00:34:46.240 Attract the right types of people than anything else like if you want to track more women put women in the ads 490 00:34:46.400 --> 00:34:52.000 And if you're like man, I'm a guy and surprisingly all of my clients are men. It's probably because you're in the ads 491 00:34:53.200 --> 00:34:58.480 So if you want to have twice the reach have two or three or four different people in the ads that you have 492 00:34:58.640 --> 00:35:01.200 It's one of the easiest ways to double or trouble your business or lead flow 493 00:35:01.440 --> 00:35:03.920 What's that you missed your child's practice again? 494 00:35:04.320 --> 00:35:06.480 Didn't get to watch your favorite show again 495 00:35:06.880 --> 00:35:11.280 All right, so here's two yes based questions that those are both pain yes based questions that they say yes 496 00:35:11.280 --> 00:35:14.000 I haven't missing these things then I connect that to trash 497 00:35:14.080 --> 00:35:17.200 I'm bridging it to the trash problem. It's really a problem not having time 498 00:35:17.280 --> 00:35:21.680 I'm just choosing to put that towards trash. What's that you love trash as much as I do 499 00:35:21.920 --> 00:35:26.720 So just like that we've got a hook and a lot of there's visual action at the beginning of this to break the attention of 500 00:35:27.360 --> 00:35:30.640 The normal newsfeed that's what might be experiencing or the TV that they're watching 501 00:35:32.720 --> 00:35:34.720 I'm watching the game on my phone 502 00:35:34.720 --> 00:35:39.440 So that is a relatable moment that every man has had when they get asked to take out the trashes 503 00:35:39.440 --> 00:35:46.720 You're just doing something else that you'd rather do besides take the trash out and so each of these hooks can lead right into that original first video 504 00:35:46.720 --> 00:35:50.880 I sent you just cut off the first five seconds and then use this and then it clips right to 505 00:35:51.040 --> 00:35:55.520 There's three things that we do better than everybody else and then we go right into it and that's how you make paid ads 506 00:35:55.840 --> 00:36:02.720 And that gives us the fourth way that you can get customers in the core for for trash business or any other business 507 00:36:02.720 --> 00:36:05.920 You want to start and we put them all together? It looks like this 508 00:36:09.280 --> 00:36:11.280 Farms away 509 00:36:22.960 --> 00:36:27.600 So it'll be a montage if you throw in trash bags over your shoulder dumping it into the big old receptacle 510 00:36:27.920 --> 00:36:31.920 You're gonna be spraying the money gun everywhere because you've turned so much trash into cash 511 00:36:31.920 --> 00:36:38.360 We'll edit this down for YouTube. We'll make it for the podcast. We'll post on TikTok shorts everything. What do you think?