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Friday, I'm giving you Friday, Friday night content piece.

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Actually, I'm gonna go back in here since the connection is better.

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Anyways, I called this Get Over It, but it was because Layla and I were having this conversation,

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and it was basically that.

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All of the gyms that we've seen and we've worked with over a long time,

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and not even just gyms, just people who've been marketing online for a while,

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complain 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 gonna be as cheap as it was, and guess what?

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It's never gonna be as cheap as it is today, because tomorrow it's gonna be more expensive.

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

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

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they're widely underpriced attention in eyeballs, and so you can make a massive killing,

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even if you suck at business.

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And 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 clicks.

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Right? 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? Or whatever the math is, a thousand times, whatever it is, right?

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

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man, I wish leads were cheaper. What you need to focus on is what you can actually control,

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which is the monetization of the customer, right? We've been able to continually spend four years,

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for six straight years, I've tried to outspend everyone in every market I've ever been in,

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whether it was an intellectual space, or was a local geography. And the reason we've been

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able to do that is because we focus on how much the lifetime value of the customer was,

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because that was under our control. And so right now, if at your gym, you're only selling workouts,

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and you have no other ways of monetizing a customer than you were losing out, because the thing is,

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is that the water is going to rise, right? Your ability to spend money and capture leads and

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buy attention and buy eyeballs is going to continually go down, so get the fuck over it, right? Stop

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whining. It's not going to get better, right? And so like, it's like, I'm being purposely harsh,

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because you just need to accept that that's the reality that we live in. And if you want things to

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improve, like if you want things to improve, like you're just, what is it? Wishing on a star,

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or whatever it is. And what I will say is, if you can remind yourself right now of the feeling that

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you have of like, man, I wish I had spent more when it was cheap, right? Remember that, because

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that is when the next thing that comes along, you need to double down. And believe it or not,

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you still need to double down on Facebook ads. Why? Because it's still cheaper today than it's

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going to be tomorrow. And it's still the best price stuff, best price detention that's out there

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from a targeted standpoint, right? So like, if you think about a big picture, like if I can get a

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five to one return on something today, and I could get a 20 to one return on that same thing two

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years ago, is it still a good investment today? Yes, is it as good? No, what's my alternative?

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Shrugging, right? And so what you're focused on as a business should be always improving your

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mouse trap should always be improving the actual business so that you can buy and afford eyeballs

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on any platform independent of the maturity level. If the only game that you can play is for penny

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clicks, it means you're going to be a penny stock type business owner, right? You're not going to be

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able to play with the big boys. You can't play with the boot blue chip guys. Most of those guys

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wait for five years for 10 years before platforming from maturers before they're like,

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okay, we're going to get into this because they're in boardrooms and they're like, we're not sure

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if it's worth putting the intention towards opening this new platform.

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Hey guys, love that you're listening to the podcast. If you ever want to have the video version

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of this, which usually has more facts, more visuals, more graphs, you know, drawn out stuff,

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sometimes it can help hit the brain centers in different ways. 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 enjoying the show.

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

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because your business sucked, right? If you could only do LBOs and only afford getting leads for

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$3 and if it was more than $3, you only had $10 leads and at $10, you priced out, you have shitty

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business or you don't know how to do math. It's one of the two, right? And so you have to be less

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emotional. You have to be able to let your math do the dictation, right? Like this isn't me soft

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tossing, you know, what we have, but like if you have a diagnostic selling process and you're selling

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one-on-one accountability nutrition on top of it, you can sell your membership for $425 a month.

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How do I know that? Because we're all doing it in gym lunch. Can you get $1,000 up front on average,

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up front ticket? Yes. Do you think that would help you in your acquisition costs? Probably.

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

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else who can? Yes. Why? Math, right? Because they can continue to play, right? And so when the sandbox

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are, you know, gets filled or when the level of the water rises and only the best players stay

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because they can keep swimming because they spent the time to build the mouse trap that built

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the highest lifetime value per customer because they were in the end providing the most value,

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those are the guys that are continuing to stay and continue to play. And so if the objective

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of the game is to keep playing the game is to stay in the game and not quit, then you need to look

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at your business and think, how can I make these customers more valuable? And by extension,

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what do I need to do for them in order to make them more valuable? All right? And that's where you

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need to add the intangibles because if you're only selling workouts, you're only selling your

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quote community, guess what? Take a ticket. So is everybody else? All right? So if you want to stand

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out so that you can provide more value, look at the things that like, I mean, look at what we're

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doing. You know what I mean? Like, this is free content. You know what I mean? Look at what we're

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doing. Sell one on accountability, sell one on nutrition, sell it in a duration-based place. So

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some on to goal, some for 40 weeks up front, paid and full, right? That's how you're going to sell

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big ticket. And that's how if one out of five people who walks in your door is going to buy a

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$3,000 thing from you, that means that per show up, you're making $500 per show, right? And if you

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know that you're getting one out of three leads in the door to show, then it means you can spend

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$150, $200 a lead and still break even on the acquisition and still have the lifetime value

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of the customer to collect. And so if you don't have that, you're just going to get beat by someone

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who does because they're going to be able to continue to stay in play and then you're going to be

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looking around and be like, well, well, Facebook guys don't work anymore. Oh, the ad platform

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doesn't work anymore. Believe it or not, this story has already happened, right? Like before this,

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it was direct mail, before that, sorry, before this was Google, before that was direct mail,

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before that was newspaper ads, like it just came before that was catalogues, like you just kept

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going back and back and back. And so if you're just a student in history, when one of these things

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opened up, pound it, drive it as hard as you possibly can ride that thing, right? And you honestly

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

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because you haven't figured out a way to monetize your customers properly, right? It means you're not

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providing enough value. So instead of lamenting, instead of complaining, instead of being upset,

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instead of stopping your feet and pounding and being like, it doesn't work anymore,

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

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figure out how you can make more money up front from the people who walk in your door,

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so you can liquidate acquisition costs so that you can continue to stay and pay. And hopefully,

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if your goal is to help people over a long period of time have built something 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 it's

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YouTube, whether it's whatever. It doesn't matter. The only thing that matters is your mouse trap.

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

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hope you guys have an amazing Friday. And this was a late night post. If you can drop a like,

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drop a comment, drop a smiley face, drop an emoji. And if you're listening at home or in the car

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or on podcasts, drop a review. We always appreciate it. Anyways, have an amazing day,

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and hope you guys crush your dreams. Alright, bye!