WEBVTT 1 00:00:00.000 --> 00:00:06.280 So I'm going to walk you through a four-step process that I think puts business on easy 2 00:00:06.280 --> 00:00:07.280 mode. 3 00:00:07.280 --> 00:00:10.080 And so whether you're just getting started or you're already making tons of money and 4 00:00:10.080 --> 00:00:13.160 they're just trying to make more, this process just works. 5 00:00:13.160 --> 00:00:17.440 And I've done it in tons of different portfolio companies and companies we've advised and 6 00:00:17.440 --> 00:00:19.000 just to give you a little bit of context. 7 00:00:19.000 --> 00:00:24.440 As of last year, our portfolio at acquisition.com did over $250 million in aggregate revenue. 8 00:00:24.440 --> 00:00:27.520 And I say that not as a promise that if you do this, you're going to get that outcome, 9 00:00:27.520 --> 00:00:28.520 but that this works. 10 00:00:28.520 --> 00:00:30.520 So that being said, let's dive in. 11 00:00:30.520 --> 00:00:32.880 All right. 12 00:00:32.880 --> 00:00:36.880 This is the blueprint to unlocking your business's full monetization potential. 13 00:00:36.880 --> 00:00:38.840 And I'm going to walk you through it step by step. 14 00:00:38.840 --> 00:00:39.840 My name's Alex Mosey. 15 00:00:39.840 --> 00:00:40.840 I'm an acquisition.com. 16 00:00:40.840 --> 00:00:46.400 And I've used this process in dozens of businesses, both in our portfolio and businesses 17 00:00:46.400 --> 00:00:50.840 we've advised and our business as of last year did over $250 million in aggregate revenue. 18 00:00:50.840 --> 00:00:53.280 And so there's four steps to this. 19 00:00:53.280 --> 00:00:57.520 Starts with eyeballs, starts with people's attention and it ends with you making money. 20 00:00:57.520 --> 00:00:58.760 What are the steps in between? 21 00:00:58.760 --> 00:00:59.760 Let's dive in. 22 00:00:59.760 --> 00:01:01.760 Step number one, get the ad. 23 00:01:01.760 --> 00:01:07.320 So we have to fundamentally show something to someone in order for them to find out about 24 00:01:07.320 --> 00:01:08.320 our stuff. 25 00:01:08.320 --> 00:01:09.320 Right. 26 00:01:09.320 --> 00:01:10.320 And we agree on that. 27 00:01:10.320 --> 00:01:14.440 If the internet is yes, then the first step here is that we're going to have some sort 28 00:01:14.440 --> 00:01:15.520 of advertisement. 29 00:01:15.520 --> 00:01:18.920 Now that ad might be somebody reaching out. 30 00:01:18.920 --> 00:01:20.960 It's an advertisement, literally letting people know about stuff. 31 00:01:20.960 --> 00:01:22.320 It could be a paid ad. 32 00:01:22.320 --> 00:01:26.360 So it could be an interruption based ad that happens on any social media platform. 33 00:01:26.360 --> 00:01:30.680 It could be a piece of content like this that says, hey, you know, go buy this thing. 34 00:01:30.680 --> 00:01:34.840 Now between all the different ways of getting customers paid ads versus content versus 35 00:01:34.840 --> 00:01:40.160 outreach versus maybe the exception being affiliates, paid ads is the most, you know, 36 00:01:40.160 --> 00:01:45.600 the fastest scale because one guy with buttons and good creative could scale it to the moon. 37 00:01:45.600 --> 00:01:46.600 Right. 38 00:01:46.600 --> 00:01:49.040 And so it's all about skill when it comes to creating paid ads. 39 00:01:49.040 --> 00:01:51.600 Now I'm going to just use this as our placeholder. 40 00:01:51.600 --> 00:01:55.080 But if you're trying to get into paid ads, then I'll give you two little frameworks that 41 00:01:55.080 --> 00:01:56.080 worked really well for me. 42 00:01:56.080 --> 00:01:57.080 All right. 43 00:01:57.080 --> 00:02:01.600 So number one, and this is a new one, which is absolutely murdering it for us, is what 44 00:02:01.600 --> 00:02:06.080 I'll call organic plus CTA. 45 00:02:06.080 --> 00:02:07.080 Very complicated. 46 00:02:07.080 --> 00:02:08.080 All right. 47 00:02:08.080 --> 00:02:09.640 So what is organic plus CTA? 48 00:02:09.640 --> 00:02:12.400 It's you have whatever organic content you make. 49 00:02:12.400 --> 00:02:14.320 Some content does better than others. 50 00:02:14.320 --> 00:02:17.560 Provided you make organic content relevant to the stuff you sell, which by the way, probably 51 00:02:17.560 --> 00:02:21.440 good idea, you make your content and then you find the good ones and then all you do is 52 00:02:21.440 --> 00:02:24.720 you add a call to action at the end that sends people to your thing. 53 00:02:24.720 --> 00:02:28.200 And we already know it works because we've already tried it. 54 00:02:28.200 --> 00:02:32.760 And so you get to have all these test shots on goal that cost you nothing by simply making 55 00:02:32.760 --> 00:02:33.760 the content. 56 00:02:33.760 --> 00:02:36.800 And then just let the algorithm tell you what people already like and they engage with 57 00:02:36.800 --> 00:02:39.360 and they share and they click and they get past the hook. 58 00:02:39.360 --> 00:02:42.080 And then you just say, oh, I'm going to take this thing and I'm going to turn into something 59 00:02:42.080 --> 00:02:46.040 that feeds my business in a more skill way because I'm not going to rely on the platform 60 00:02:46.040 --> 00:02:48.960 to just give it to people for free, which is great. 61 00:02:48.960 --> 00:02:54.120 But I also can't really add a longer call to action because it would tank the effectives 62 00:02:54.120 --> 00:02:55.120 of the clip. 63 00:02:55.120 --> 00:02:58.600 But if I put it in the beginning and then I pay the platform, then they're happy to 64 00:02:58.600 --> 00:03:00.400 display it because they were already happy to play for free. 65 00:03:00.400 --> 00:03:02.840 So why wouldn't they want to display it in exchange for money? 66 00:03:02.840 --> 00:03:07.880 And then we can add our very simple call to action at the end for some sort of thing. 67 00:03:07.880 --> 00:03:11.880 Now the second kind of way of thinking about this, like this one's by far the easiest. 68 00:03:11.880 --> 00:03:13.640 You can do this, do it. 69 00:03:13.640 --> 00:03:17.120 Now if you're like, okay, I don't have enough organic or I just need to, you know, quickly 70 00:03:17.120 --> 00:03:20.240 make ads directly, then this is the framework that I would use. 71 00:03:20.240 --> 00:03:25.720 So I have hook plus meat plus CTA, all right, so I'm going to break down each of these 72 00:03:25.720 --> 00:03:26.720 really quickly. 73 00:03:26.720 --> 00:03:31.240 So from a hooks perspective, what I do is I still look at the best performing organic 74 00:03:31.240 --> 00:03:33.640 and the best performing ads across all industry. 75 00:03:33.640 --> 00:03:35.680 So this is one where you don't need to stick to your industry. 76 00:03:35.680 --> 00:03:40.440 You might find it a hook that worked exceptionally well in finance and it works really well 77 00:03:40.440 --> 00:03:44.000 for hotels too, right, provided it doesn't actually say finance in it. 78 00:03:44.000 --> 00:03:47.600 And so you'll see that hooks just convert across way different audiences because it just 79 00:03:47.600 --> 00:03:49.000 draws attention. 80 00:03:49.000 --> 00:03:53.360 And so the first thing I'll look at is hooks and this is by far the 80% of the ad. 81 00:03:53.360 --> 00:03:56.760 And you're like, wait, but they're so short and they're still the most important. 82 00:03:56.760 --> 00:03:57.920 So we should just be thankful. 83 00:03:57.920 --> 00:03:58.920 It's crazy. 84 00:03:58.920 --> 00:04:02.920 It's like people have a hard time accepting that something short could be more meaningful 85 00:04:02.920 --> 00:04:04.840 than something long because it takes more work. 86 00:04:04.840 --> 00:04:09.080 Like would you prefer that the thing that means the most is actually really hard and long 87 00:04:09.080 --> 00:04:10.080 to do? 88 00:04:10.080 --> 00:04:11.080 No. 89 00:04:11.080 --> 00:04:12.080 Right? 90 00:04:12.080 --> 00:04:15.720 Like the fact that hooks are short is a gift from God for advertisers that we can actually 91 00:04:15.720 --> 00:04:17.520 have the most and more thing, not require a ton of work. 92 00:04:17.520 --> 00:04:20.040 Now, if you want to be smart about it, it should require work because you're going to 93 00:04:20.040 --> 00:04:23.400 do that work in the research or the research before you record this. 94 00:04:23.400 --> 00:04:29.000 So for here, I would have at least 50 plus hooks and you're like 50 plus hooks, yeah, 95 00:04:29.000 --> 00:04:32.400 you're probably not making nearly enough ads and I don't care what your spend is. 96 00:04:32.400 --> 00:04:37.080 Like if you're spending $10,000 a month, $100,000 a month, like you can never have too 97 00:04:37.080 --> 00:04:38.080 many ads. 98 00:04:38.080 --> 00:04:39.080 I'll just say that. 99 00:04:39.080 --> 00:04:40.320 You can never have too many ads. 100 00:04:40.320 --> 00:04:43.760 You just give the algorithm more things to pick from to find the winners. 101 00:04:43.760 --> 00:04:47.600 Now, the meat, I'm going to give you a different framework that I haven't talked about much 102 00:04:47.600 --> 00:04:48.600 lately. 103 00:04:48.600 --> 00:04:50.640 So I'm going to break down for you right here. 104 00:04:50.640 --> 00:04:51.640 All right. 105 00:04:51.640 --> 00:04:55.840 This is four step persuasion and I just think it's just so easy to understand. 106 00:04:55.840 --> 00:04:57.600 Ready to have your mind blown? 107 00:04:57.600 --> 00:04:58.600 I'm kidding. 108 00:04:58.600 --> 00:05:01.800 It's probably probably going to be like, oh, that's interesting. 109 00:05:01.800 --> 00:05:04.600 So this is how I think this is my mental framework, all right? 110 00:05:04.600 --> 00:05:09.320 For how I actually make persuasive advertisements, copy, pitches, whatever, right? 111 00:05:09.320 --> 00:05:14.160 Which is you're going to get more good stuff if you do the thing I want you to do. 112 00:05:14.160 --> 00:05:17.600 You're going to get less bad stuff if you do the thing I want you to do. 113 00:05:17.600 --> 00:05:20.960 And if you don't do the thing that I want you to do, you're going to get more bad stuff 114 00:05:20.960 --> 00:05:23.040 and you're going to get less good stuff. 115 00:05:23.040 --> 00:05:24.040 That's it. 116 00:05:24.040 --> 00:05:26.920 Four different angles that you can hit on any action I want you to take. 117 00:05:26.920 --> 00:05:31.560 So if you sign up for the gym, you're going to feel better. 118 00:05:31.560 --> 00:05:33.080 I'm making this obviously really something. 119 00:05:33.080 --> 00:05:34.560 You're going to get more good fields. 120 00:05:34.560 --> 00:05:35.880 You have more energy. 121 00:05:35.880 --> 00:05:37.600 You're going to have, you're going to sleep better. 122 00:05:37.600 --> 00:05:38.600 All that stuff's good. 123 00:05:38.680 --> 00:05:41.000 You're going to, now what's the inverse of that? 124 00:05:41.000 --> 00:05:42.880 You're not going to feel the brain fog that you've been feeling. 125 00:05:42.880 --> 00:05:45.160 You're not going to feel lose lethargic. 126 00:05:45.160 --> 00:05:48.840 You're not going to have your kids out playing and feel like you can't play with them 127 00:05:48.840 --> 00:05:49.960 and feel like a bad parent. 128 00:05:49.960 --> 00:05:52.960 We're going to get rid of all that minus negative thing. 129 00:05:52.960 --> 00:05:59.440 But the thing is, the only thing easier than taking this small action today is not taking 130 00:05:59.440 --> 00:06:00.440 that action. 131 00:06:00.440 --> 00:06:04.400 And so, but the thing is that if you don't take that action, then whatever brain fog 132 00:06:04.400 --> 00:06:07.880 you're feeling right now, the current weight that you put over the last five years, let's 133 00:06:07.880 --> 00:06:09.400 push it out two or three years. 134 00:06:09.400 --> 00:06:11.200 How much more weight are you going to be? 135 00:06:11.200 --> 00:06:14.280 If you're 50 pounds over weight now, what are you going to feel like it's 70 pounds 136 00:06:14.280 --> 00:06:15.280 over weight? 137 00:06:15.280 --> 00:06:17.040 It'd be way worse, right? 138 00:06:17.040 --> 00:06:18.600 You don't want that. 139 00:06:18.600 --> 00:06:22.480 Also, all those memories, when you think about the happiest memories that you have with 140 00:06:22.480 --> 00:06:26.040 your kids, with your family, those are going to decrease. 141 00:06:26.040 --> 00:06:29.120 You're going to have fewer of those because you physically can't do that. 142 00:06:29.120 --> 00:06:33.240 And so, the only thing easier than taking action is not taking action at all. 143 00:06:33.240 --> 00:06:34.720 And so, these are the things that you want. 144 00:06:34.720 --> 00:06:37.440 You should do this thing because that way we can avoid this stuff. 145 00:06:37.440 --> 00:06:38.440 That's it. 146 00:06:38.440 --> 00:06:39.440 Very straightforward. 147 00:06:39.440 --> 00:06:43.000 And this is what constitutes our meat. 148 00:06:43.000 --> 00:06:45.400 Now, I'd be a very simplistic example. 149 00:06:45.400 --> 00:06:48.640 If I want to make that more interesting, right, and if you want to like, how do you create 150 00:06:48.640 --> 00:06:49.640 a unique copy? 151 00:06:49.640 --> 00:06:52.520 This is a little advanced tip for you, all right? 152 00:06:52.520 --> 00:06:54.440 So, pro tip, break down the terms. 153 00:06:54.440 --> 00:06:56.240 So, what does it mean? 154 00:06:56.240 --> 00:07:01.280 So, if I say you're going to feel better, right, that is not going to be compelling copy. 155 00:07:01.280 --> 00:07:02.600 I can promise you that right now. 156 00:07:02.600 --> 00:07:04.680 But what does feel better mean to somebody? 157 00:07:04.680 --> 00:07:08.600 How would I know that feeling better had occurred, right, in their life? 158 00:07:08.600 --> 00:07:12.560 And this is where you have to, this is where the research of like, reading Amazon reviews 159 00:07:12.560 --> 00:07:16.840 for products that are similar in your space, even if you sell services, read the positive 160 00:07:16.840 --> 00:07:22.480 reviews in their language of the things that they will say of why, of what happened were 161 00:07:22.480 --> 00:07:24.520 the, and the way that I think about this, here it is. 162 00:07:24.520 --> 00:07:25.520 This is it. 163 00:07:25.520 --> 00:07:29.280 This is the big word that you need to double underline, thinking moments. 164 00:07:29.280 --> 00:07:31.840 What is the moment that someone think, wow, I feel better? 165 00:07:31.840 --> 00:07:32.840 What's the moment? 166 00:07:32.840 --> 00:07:33.840 What occurred? 167 00:07:34.080 --> 00:07:37.840 Maybe it's that they were able, let's say if it's an elderly population, they were 168 00:07:37.840 --> 00:07:41.520 doing it with their weight loss thing, they were able to take the kid off the ground and 169 00:07:41.520 --> 00:07:45.120 pick him up, right, and they have this moment where after they had that, they were three 170 00:07:45.120 --> 00:07:47.360 four-minute exchange of like, man, that was awesome. 171 00:07:47.360 --> 00:07:51.000 I couldn't do that before because I was so weak and I hadn't developed my, my shoulder 172 00:07:51.000 --> 00:07:52.000 strength. 173 00:07:52.000 --> 00:07:53.000 I didn't have the mobility to do that. 174 00:07:53.000 --> 00:07:54.840 Like, wow, it's a moment. 175 00:07:54.840 --> 00:07:55.840 What else would it be? 176 00:07:55.840 --> 00:07:59.640 Maybe it's, you know, bending over to time, my shoe, I felt like I was getting out of 177 00:07:59.680 --> 00:08:05.480 breath because I had to like hold my, hold my gut in so I could lean over to time my shoes. 178 00:08:05.480 --> 00:08:06.480 That's gone now. 179 00:08:06.480 --> 00:08:08.760 Like, what if there was a world where you just put both of them on and you could do it 180 00:08:08.760 --> 00:08:12.360 while you're standing, right, that's, that's not out of reach. 181 00:08:12.360 --> 00:08:15.160 It's just a couple steps away from where you're at right now, right? 182 00:08:15.160 --> 00:08:20.640 So if I say that, I can describe all the things that someone might experience and then denote 183 00:08:20.640 --> 00:08:24.120 that they feel better without saying you're going to feel better. 184 00:08:24.120 --> 00:08:29.280 And so this applies for each of these elements of copy and this is what makes copy potent. 185 00:08:29.280 --> 00:08:33.280 That's the specificity because you want someone to understand it within their own context 186 00:08:33.280 --> 00:08:35.720 of like, man, I've had that happen. 187 00:08:35.720 --> 00:08:37.360 And that's real. 188 00:08:37.360 --> 00:08:38.560 That's what makes you a copy. 189 00:08:38.560 --> 00:08:43.600 And if that little copy tip was helpful for you, then I have pages and pages of things 190 00:08:43.600 --> 00:08:50.000 that have helped me make good ads inside of the run paid ads chapter and page 129. 191 00:08:50.000 --> 00:08:53.000 So I talk about one how paid ads work, obviously. 192 00:08:53.000 --> 00:08:55.240 But secondly, where do you, how do you write the copies? 193 00:08:55.240 --> 00:08:59.000 I break down all the anatomy of ads in all of this, all these pages I'm talking about, 194 00:08:59.000 --> 00:09:01.200 all of this is how you can make the ad. 195 00:09:01.200 --> 00:09:02.200 All right. 196 00:09:02.200 --> 00:09:03.920 And so this is the level one framework. 197 00:09:03.920 --> 00:09:07.440 The level two that you put on top of this is who and when. 198 00:09:07.440 --> 00:09:10.920 This is the one, which again, I also cover the book. 199 00:09:10.920 --> 00:09:16.200 Real quick guys, I have a special, special gift for you for being loyal listeners of the 200 00:09:16.200 --> 00:09:17.520 podcast. 201 00:09:17.520 --> 00:09:22.960 Layla and I spent probably an entire quarter putting together our scaling roadmap. 202 00:09:22.960 --> 00:09:28.520 It's breaking scaling into 10 stages and across all eight functions of the business. 203 00:09:28.520 --> 00:09:29.520 You've got marketing. 204 00:09:29.520 --> 00:09:30.520 You've got sales. 205 00:09:30.520 --> 00:09:31.520 You've got product. 206 00:09:31.520 --> 00:09:32.520 You got customer success. 207 00:09:32.520 --> 00:09:33.520 You've got IT. 208 00:09:33.520 --> 00:09:34.520 You've got recruiting. 209 00:09:34.520 --> 00:09:35.520 You've got HR. 210 00:09:35.520 --> 00:09:36.520 You've got finance. 211 00:09:36.520 --> 00:09:38.520 And we show the problems that emerge at every level of scale and how to graduate to the 212 00:09:38.520 --> 00:09:39.520 next level. 213 00:09:39.520 --> 00:09:40.520 It's all free. 214 00:09:40.520 --> 00:09:45.240 And you can get it personalized to you since about 30-ish pages for each of the stages. 215 00:09:45.240 --> 00:09:49.120 Once you answer the questions, it will tell you exactly where you're at and what you need 216 00:09:49.120 --> 00:09:50.120 to do to grow. 217 00:09:50.120 --> 00:09:54.360 It's about 14 hours of stuff, but it's narrowed down so that you only have to watch the 218 00:09:54.360 --> 00:09:57.240 part that's relevant to you, which will probably be about 90 minutes. 219 00:09:57.240 --> 00:10:01.560 And so, if that's at all interesting, you can go to acquisition.com forward slash roadmap. 220 00:10:01.560 --> 00:10:02.560 ROADMAP. 221 00:10:02.560 --> 00:10:03.560 Roadmap. 222 00:10:03.560 --> 00:10:07.480 So, we could talk about the prospect. 223 00:10:07.480 --> 00:10:11.000 We could also talk about that prospect status with regards to their spouse. 224 00:10:11.000 --> 00:10:12.520 Talk about it with regards to their kids. 225 00:10:12.520 --> 00:10:17.000 Talk about it with regards to their frenemies, their rivals, their competitors, right? 226 00:10:17.000 --> 00:10:21.760 What are all these plus and minuses with regards to that rival dad across the street? 227 00:10:21.760 --> 00:10:23.480 Or that rival business, right? 228 00:10:23.480 --> 00:10:24.800 What are all those look like? 229 00:10:24.800 --> 00:10:27.040 And then, how do we pace that for today? 230 00:10:27.040 --> 00:10:28.400 But then also the future. 231 00:10:28.400 --> 00:10:30.520 What does the future look like when things don't go the right way? 232 00:10:30.520 --> 00:10:32.280 Ooh, well, that's going to be the bottom side. 233 00:10:32.280 --> 00:10:34.080 That's what happens if you don't take action, right? 234 00:10:34.080 --> 00:10:37.120 On the flip side, what does the future look like if things go well, right? 235 00:10:37.120 --> 00:10:39.920 So, we can play it out today, but also play it out tomorrow. 236 00:10:39.920 --> 00:10:44.840 And this gives you unlimited different angles to make the meat of your ad more compelling. 237 00:10:44.840 --> 00:10:47.240 And then, the third thing is obviously the call to action, which you want it to be as 238 00:10:47.240 --> 00:10:51.080 clear as seemingly possible and tell them exactly what you want them to do and what will 239 00:10:51.080 --> 00:10:52.080 happen next. 240 00:10:52.080 --> 00:10:53.720 There's a key point that a lot of people miss. 241 00:10:53.720 --> 00:10:56.120 Not only do you want to say it, you want us to be demonstrated in the ad. 242 00:10:56.120 --> 00:10:58.760 So, if I want someone to go to the next page, when I say go to the next page, I want 243 00:10:58.760 --> 00:11:03.960 the go to the next page to be visible because that way, what happens, you have congruence. 244 00:11:03.960 --> 00:11:06.800 So, and that has a couple levels of persuasion there. 245 00:11:06.800 --> 00:11:10.440 So number one, in terms of congruence, if people say, okay, I have set my expectations 246 00:11:10.440 --> 00:11:12.680 and they click and then their expectations are met. 247 00:11:12.680 --> 00:11:13.680 And then, what do you know? 248 00:11:13.680 --> 00:11:17.040 You have way fewer people who bounce off the page because the page looks exactly like 249 00:11:17.040 --> 00:11:18.240 I expected it to. 250 00:11:18.240 --> 00:11:20.120 Now, what else happens? 251 00:11:20.120 --> 00:11:24.120 The person who actually made the recommendation, who made the suggestion to go to the page also 252 00:11:24.120 --> 00:11:28.240 increases in influence because when you say something's going to happen and then it happens, 253 00:11:28.240 --> 00:11:32.840 the person consciously or subconsciously doesn't matter, science works either way, they 254 00:11:32.840 --> 00:11:36.240 will believe the next thing you predict with greater certainty. 255 00:11:36.240 --> 00:11:39.800 And so, wouldn't you want people to be like, man, when that guy says something's going 256 00:11:39.800 --> 00:11:40.800 to happen? 257 00:11:40.800 --> 00:11:41.800 That's what happens. 258 00:11:41.800 --> 00:11:46.320 That proceeds or plants the seed for the sale that will never become down the road. 259 00:11:46.320 --> 00:11:51.360 Since we have our ads, so now we're getting eyeballs, right, people are seeing the ads 260 00:11:51.360 --> 00:11:52.560 and then what are they doing? 261 00:11:52.560 --> 00:11:56.760 They're taking an action, all right, so this is my world's terrible mouse click. 262 00:11:56.760 --> 00:11:59.640 They click on the ad, I don't know, our little mouse is on fire, but we're just going to 263 00:11:59.640 --> 00:12:00.640 go with it. 264 00:12:00.640 --> 00:12:05.160 All right, the next step in this process is going to be the opt-in, right? 265 00:12:05.160 --> 00:12:07.960 We want them to give us their information for something. 266 00:12:07.960 --> 00:12:09.880 And what are they going to give us the information for? 267 00:12:09.880 --> 00:12:12.320 So, typically, it's going to be a lead magnet of some sort. 268 00:12:12.320 --> 00:12:17.920 Now, people have this big issue with like, lead magnets are dead or lead magnets are 269 00:12:17.920 --> 00:12:18.920 alive. 270 00:12:18.920 --> 00:12:22.760 I'll tell you this, bad lead magnets are dead. 271 00:12:22.760 --> 00:12:25.640 Good lead magnets certainly are alive. 272 00:12:25.640 --> 00:12:27.560 And most lead magnets suck. 273 00:12:27.560 --> 00:12:30.960 And so, it's unsurprising that the vast majority of people who start to run ad the first 274 00:12:30.960 --> 00:12:33.800 time don't make money because they're ad suck. 275 00:12:33.800 --> 00:12:36.080 And the first time you take a sales call, you probably suck because you don't know how 276 00:12:36.080 --> 00:12:37.080 to take a sales call. 277 00:12:37.080 --> 00:12:40.000 And the first lead magnet you make will probably suck too. 278 00:12:40.000 --> 00:12:43.920 Now, I want to give you, in my opinion, the best lead magnet that I've ever seen in 279 00:12:43.920 --> 00:12:44.920 my whole life. 280 00:12:44.920 --> 00:12:45.920 All right. 281 00:12:45.920 --> 00:12:50.000 And so, it was actually in the dating space and it was called how to know if a girl wants 282 00:12:50.000 --> 00:12:51.000 you to kiss her. 283 00:12:51.000 --> 00:12:54.520 Now, who wouldn't want to know if a girl wants you to kiss her, right? 284 00:12:54.520 --> 00:12:59.320 And so, the simple answer to that, and this is the lead magnet, is try to brush her hair 285 00:12:59.320 --> 00:13:03.280 behind her ear and if she moves her head away, then she doesn't want to kiss you. 286 00:13:03.280 --> 00:13:07.600 If she doesn't move her head at all or moves her head towards her hand, then she does. 287 00:13:07.600 --> 00:13:08.600 Very simple. 288 00:13:08.600 --> 00:13:09.600 Right. 289 00:13:09.600 --> 00:13:12.760 But the beauty of this is like, wait, so that's, that could be a lead magnet. 290 00:13:12.760 --> 00:13:14.320 Of course, it could be a lead magnet. 291 00:13:14.320 --> 00:13:18.920 We want to solve the tiniest problem we possibly can for the prospect and completely solve 292 00:13:18.920 --> 00:13:20.200 it and blow them away. 293 00:13:20.200 --> 00:13:23.240 Now, some people are like, I made this full course and there's nothing wrong with that to 294 00:13:23.240 --> 00:13:24.240 be clear. 295 00:13:24.240 --> 00:13:25.280 I've got a whole bunch of them on my site. 296 00:13:25.280 --> 00:13:28.720 The thing is, there's going to be a certain amount of information that is required in order 297 00:13:28.720 --> 00:13:30.560 for a customer to make a decision. 298 00:13:30.560 --> 00:13:31.560 Period. 299 00:13:31.560 --> 00:13:32.560 Right. 300 00:13:32.560 --> 00:13:35.720 I would toss out the idea of emotional buyer, logical buyer and just replace that. 301 00:13:35.720 --> 00:13:39.200 This is how I think about it as high information and low information. 302 00:13:39.200 --> 00:13:42.200 How much information does someone need in order to make a person decision? 303 00:13:42.200 --> 00:13:45.720 Some people need less, some people need more, but if you provide more to everyone, you 304 00:13:45.720 --> 00:13:48.160 will close more people overall. 305 00:13:48.160 --> 00:13:53.120 And so a lot of us are trying to add to straight money and there are going to be those people 306 00:13:53.120 --> 00:13:56.680 who will just see an ad, watch a video and then buy something. 307 00:13:56.680 --> 00:13:57.680 That happens. 308 00:13:57.680 --> 00:13:58.680 They are the minority. 309 00:13:58.680 --> 00:14:02.240 They are the crazy people and we are grateful for them because they allow all of the machines 310 00:14:02.240 --> 00:14:03.240 to work. 311 00:14:03.560 --> 00:14:07.800 But for the other 97% of people, they usually need a little bit more time, a little bit more 312 00:14:07.800 --> 00:14:09.680 information in order to make the decision. 313 00:14:09.680 --> 00:14:11.000 And we have to facilitate that. 314 00:14:11.000 --> 00:14:14.400 So there's going to be two paths that people are going to self-identify as we go through 315 00:14:14.400 --> 00:14:19.200 this to maximize our monetization of the advertising that we do to make the most money. 316 00:14:19.200 --> 00:14:22.920 Now the lead man that I just explained, which was just have the, you know, have the girl 317 00:14:22.920 --> 00:14:25.840 brush her, sorry, brush the girl's hair behind her, you can feel it out. 318 00:14:25.840 --> 00:14:28.560 So what, what type of lead man is this? 319 00:14:28.560 --> 00:14:31.360 What I gave you is a one step between multi-step solution. 320 00:14:31.360 --> 00:14:35.040 So most people who are in the dating space aren't looking to just get a kiss, right? 321 00:14:35.040 --> 00:14:38.960 They're looking to find more dates, they're looking to, you know, eventually find a wife, 322 00:14:38.960 --> 00:14:41.760 they're going to have to get into a relationship, they're going to maybe get married later. 323 00:14:41.760 --> 00:14:45.360 So there's all these other problems that are going to have to happen outside of just 324 00:14:45.360 --> 00:14:47.240 figuring out if a girl wants to kiss you. 325 00:14:47.240 --> 00:14:49.280 If I don't have dates, I don't care. 326 00:14:49.280 --> 00:14:52.160 Now this is neat, but I still have other problems that need to solve. 327 00:14:52.160 --> 00:14:55.240 But if you accurately solve that problem because I'm like, I can understand why that would 328 00:14:55.240 --> 00:14:56.240 work. 329 00:14:56.240 --> 00:14:57.440 Then what do you think I'm going to do next? 330 00:14:57.440 --> 00:15:01.040 I'm going to believe that you can probably help me solve my other problems. 331 00:15:01.040 --> 00:15:02.720 When I just outlined, you can come in real quick. 332 00:15:02.720 --> 00:15:07.680 So this is page 32 of the leads book, is the problem solution cycle, right? 333 00:15:07.680 --> 00:15:11.000 And there's many, many problem solution cycles that exist within a larger goal. 334 00:15:11.000 --> 00:15:13.600 The bigger the goal, the more problem solutions they have to go through, right? 335 00:15:13.600 --> 00:15:16.800 And so our lead man to do has to solve one of these little problem solutions. 336 00:15:16.800 --> 00:15:19.640 So the little, teaching the girl, you know, teaching the guy how to know if the girl wants 337 00:15:19.640 --> 00:15:21.680 to kiss him, it's not the big loop. 338 00:15:21.680 --> 00:15:23.600 It's just one of these tiny, 80-bitty loops. 339 00:15:23.600 --> 00:15:24.760 That's all it is. 340 00:15:24.760 --> 00:15:27.480 But now I think, well, without me solving that one, I'll bet you he could help me solve 341 00:15:27.480 --> 00:15:28.480 the rest of them. 342 00:15:28.480 --> 00:15:30.520 Now, what type of lead man is this? 343 00:15:30.520 --> 00:15:33.720 So the type of lead man, you could reveal a problem, which would be like the reason that 344 00:15:33.720 --> 00:15:36.440 you're not getting responses in your DMs is because of this. 345 00:15:36.440 --> 00:15:39.320 So if I show them a framework for what a DM's supposed to be, I've revealed the problem 346 00:15:39.320 --> 00:15:41.240 of why they're not getting responses. 347 00:15:41.240 --> 00:15:44.600 Now the other side of this is that I could say, hey, I'm going to give you a free trial 348 00:15:44.600 --> 00:15:47.680 of my dating thing, like this is another type of lead man. 349 00:15:47.680 --> 00:15:52.280 Now this one is actually step three, or type three of lead man's, which is I'm giving 350 00:15:52.280 --> 00:15:56.680 away one step of a multi-step process to get an outcome, right? 351 00:15:56.680 --> 00:15:59.240 You're not just trying to get a girl to kiss you. 352 00:15:59.240 --> 00:16:02.480 You have to get responses, and you have to set updates, and then you have to know how 353 00:16:02.480 --> 00:16:03.480 to talk in the dates. 354 00:16:03.480 --> 00:16:05.920 You have to know how to flirt beforehand and afterhand. 355 00:16:05.920 --> 00:16:08.520 And I don't know what afterhand is, but apparently it's a thing, right? 356 00:16:08.520 --> 00:16:09.520 It's your guy. 357 00:16:09.520 --> 00:16:10.520 It's your guy after it. 358 00:16:10.520 --> 00:16:11.520 And then it's like, how do I do the second? 359 00:16:11.520 --> 00:16:12.520 How do I do the third day? 360 00:16:12.520 --> 00:16:16.600 What are smooth ways to, you know, proposition woman to whatever. 361 00:16:16.600 --> 00:16:17.600 You get my idea. 362 00:16:17.600 --> 00:16:20.600 I'll stop there, you know, fill the rest in with your imagination, you know, and then 363 00:16:20.600 --> 00:16:21.600 propose. 364 00:16:21.600 --> 00:16:22.600 There we go. 365 00:16:22.600 --> 00:16:23.600 We just went straight to marriage, right? 366 00:16:23.600 --> 00:16:25.600 The whole thing is there's a lot of problems are going to happen in this process, and 367 00:16:25.600 --> 00:16:26.880 we don't need to solve them all. 368 00:16:26.880 --> 00:16:30.720 Think about a date, a dating person who's like, here's how to go from zero to married, 369 00:16:30.720 --> 00:16:31.720 right? 370 00:16:31.720 --> 00:16:32.720 Like, that would be a lot. 371 00:16:32.720 --> 00:16:34.920 Like, we just have to solve the problem that's in front of them today. 372 00:16:34.920 --> 00:16:38.880 Now, one of the other issues with the lead magnet is, is it made for the right avatar? 373 00:16:38.880 --> 00:16:43.000 And this is a big one, and this is like, people mess this one up a lot, all right? 374 00:16:43.000 --> 00:16:46.760 And so they're like, okay, well, how to make your fur, how to get your first five clients, 375 00:16:46.760 --> 00:16:47.760 right? 376 00:16:47.760 --> 00:16:50.120 I have some videos for that, but that's not my main avatar. 377 00:16:50.120 --> 00:16:52.760 Now I am willing to help people out who are getting started, and that's okay, and that's 378 00:16:52.760 --> 00:16:53.760 why I make those things. 379 00:16:53.760 --> 00:16:57.840 That is somebody who's just getting started my avatar today, no, but I'm betting on 380 00:16:57.840 --> 00:16:59.680 the fact that they will be years from now. 381 00:16:59.680 --> 00:17:03.280 But not because I want to give something to that person today, right? 382 00:17:03.280 --> 00:17:07.240 And so if you have a spectrum of customers that you could potentially service, you want 383 00:17:07.240 --> 00:17:11.840 to make sure the lead magnet is perfectly fit for the perfect customer that you want. 384 00:17:11.840 --> 00:17:14.480 And if you haven't gotten clear on the type of customer you want, then you're certainly 385 00:17:14.480 --> 00:17:15.840 not going to be able to make the right lead magnet. 386 00:17:15.840 --> 00:17:17.000 Now I have a free chapter. 387 00:17:17.000 --> 00:17:20.140 I think it's called, you know, acquisition.com, I think it's called the forward slash 388 00:17:20.140 --> 00:17:21.140 avatar. 389 00:17:21.140 --> 00:17:22.140 I think that's what it is. 390 00:17:22.140 --> 00:17:26.420 So your first avatar, acquisition.com, or I'm sure I'm sure you can find it, but basically 391 00:17:26.420 --> 00:17:30.020 if you're not sure how to pick your avatar, that chapter explains it. 392 00:17:30.020 --> 00:17:33.260 It was actually kind of like a single that I released after the offers book. 393 00:17:33.260 --> 00:17:34.660 I recommend you check it out. 394 00:17:34.660 --> 00:17:38.260 Anyways, once we have our lead magnet, we have their information. 395 00:17:38.260 --> 00:17:40.180 So what is that going to lead to? 396 00:17:40.180 --> 00:17:42.860 We're going to need to lead to something that's going to sell them, right? 397 00:17:42.860 --> 00:17:45.420 Who's going to warm up the prospect, all right? 398 00:17:45.420 --> 00:17:49.300 And so this is where we get our video sales letter. 399 00:17:49.300 --> 00:17:50.620 This is a VSL, all right? 400 00:17:50.780 --> 00:17:54.180 It's just a fancy term here, fancy, fancy, fancy, fancy, fancy. 401 00:17:54.180 --> 00:17:58.300 By the way, if you want an example of a lead magnet, this is one that we have. 402 00:17:58.300 --> 00:17:59.460 So you can check this out. 403 00:17:59.460 --> 00:18:03.020 So 100 million dollar scaling roadmap, this is for business owners, right? 404 00:18:03.020 --> 00:18:05.300 So if you're a business owner, you're trying to scale, then you're going to be at one 405 00:18:05.300 --> 00:18:06.340 of these 10 stages of scaling. 406 00:18:06.340 --> 00:18:08.380 And so what problem can I solve for you today? 407 00:18:08.380 --> 00:18:11.580 Well, if I can solve the current constraint in your business and show you where this is 408 00:18:11.580 --> 00:18:16.660 by the way, a reveal a problem, type of road, type of lead magnet, I reveal the problem. 409 00:18:16.660 --> 00:18:18.420 And then I also give you the solution to do this. 410 00:18:18.420 --> 00:18:22.220 But the thing is, if you see this, and sometimes even just being, oh my God, this is exactly 411 00:18:22.220 --> 00:18:25.220 what I'm struggling with right now, then it probably increases the likely that you think, 412 00:18:25.220 --> 00:18:26.540 okay, I think this guy can help me out. 413 00:18:26.540 --> 00:18:27.540 Simple as that. 414 00:18:27.540 --> 00:18:30.540 And it provides you more information to eventually make a decision. 415 00:18:30.540 --> 00:18:34.780 All right, so lead magnet sets the stage and attracts the exact type of prospect that 416 00:18:34.780 --> 00:18:36.500 I want to work with, right? 417 00:18:36.500 --> 00:18:39.980 Someone with qualifications, but now we have to convert them, all right? 418 00:18:39.980 --> 00:18:43.660 And this is where our video sales letter comes into play, all right? 419 00:18:43.660 --> 00:18:47.140 So the video sales letter, the video that you have here is probably one of the highest 420 00:18:47.220 --> 00:18:51.260 leveraged things that you can create in terms of sales aids, right? 421 00:18:51.260 --> 00:18:55.220 Like if you get on, if a lot of times you're like, man, you know, ads don't work for me. 422 00:18:55.220 --> 00:18:56.380 It's not that ads don't work for you. 423 00:18:56.380 --> 00:18:58.220 So you haven't put enough friction in your process. 424 00:18:58.220 --> 00:18:59.620 And again, this is one of those things. 425 00:18:59.620 --> 00:19:02.620 Everyone's afraid of, everyone's afraid of adding steps, adding friction, adding questions, 426 00:19:02.620 --> 00:19:06.420 adding qualifications, having people watch things in order to make a purchasing decision. 427 00:19:06.420 --> 00:19:12.860 But I promise you, if you look at your customers over the last however long, most of them, almost 428 00:19:12.860 --> 00:19:15.980 all of them will not have immediately bought something. 429 00:19:15.980 --> 00:19:20.540 Most of the times they will consume an hour, two hours, three hours, plus of information 430 00:19:20.540 --> 00:19:25.580 from you in various formats before they decide to go through this process and ultimately 431 00:19:25.580 --> 00:19:26.580 buy. 432 00:19:26.580 --> 00:19:29.140 And so what we want to do is reverse engineer facilitate this. 433 00:19:29.140 --> 00:19:34.460 Like the big finding I had when I was in gym lunch was that 78% of customers had consumed 434 00:19:34.460 --> 00:19:38.340 at least two long form pieces of content. 435 00:19:38.340 --> 00:19:43.580 Now I had podcasts, I had books, I had a group that I had kind of the video version 436 00:19:43.580 --> 00:19:44.580 of those podcasts. 437 00:19:44.580 --> 00:19:48.340 And so 78% had consumed at least two. 438 00:19:48.340 --> 00:19:52.500 So in thinking about this, I was like, okay, so my average piece of long form content 439 00:19:52.500 --> 00:19:56.100 at the time was something they would have like maybe 17 to 20 minutes. 440 00:19:56.100 --> 00:20:00.640 So basically people had to consume, call it an hour, right, of information from me in 441 00:20:00.640 --> 00:20:04.740 order to be willing to book a call and be warm and potentially buy. 442 00:20:04.740 --> 00:20:08.580 And so I was like, okay, if that's what it takes, why don't I try and force people to 443 00:20:08.580 --> 00:20:11.980 do that to become somebody who is likely to buy? 444 00:20:11.980 --> 00:20:16.340 If that's what 78% of people do before buying, well, then why don't I get 100% of my people 445 00:20:16.340 --> 00:20:19.940 to do the thing that 78% do that are the ultimate buyers? 446 00:20:19.940 --> 00:20:20.940 That's the idea. 447 00:20:20.940 --> 00:20:24.940 So if you're like, okay, VSL, what do I put inside this video? 448 00:20:24.940 --> 00:20:28.820 I'm going to walk you through a very simple fact, there's a bunch of different versions 449 00:20:28.820 --> 00:20:29.820 of VSLs that you can run. 450 00:20:29.820 --> 00:20:31.220 I'm not going to get into that today. 451 00:20:31.220 --> 00:20:32.980 People overcomplicate this, right? 452 00:20:32.980 --> 00:20:36.580 They want to make this seem like this big box of black magic. 453 00:20:36.580 --> 00:20:42.020 And I've made so many video sales letters in my life that I can tell you there is no 454 00:20:42.020 --> 00:20:46.420 big box of magic and I'll give you two different structures that work really well, okay? 455 00:20:46.420 --> 00:20:50.940 So structure one is actually very similar to a YouTube video. 456 00:20:50.940 --> 00:20:59.260 So you're going to go the five P's, which is proof, promise, pain, plan, picture, okay? 457 00:20:59.260 --> 00:21:00.260 So what does this mean? 458 00:21:00.260 --> 00:21:02.900 It means that I need to make some promise that they're going to get from this video. 459 00:21:02.900 --> 00:21:05.820 I need to talk about the pain to demonstrate that I know where they're at right now. 460 00:21:05.820 --> 00:21:09.180 I need to give them proof that they that they why they should believe me. 461 00:21:09.180 --> 00:21:11.620 And then I'm going to lay out the plan of how I'm going to help them solve it. 462 00:21:11.620 --> 00:21:15.900 And then usually I want that to be a visual so they can understand hence the visual, right? 463 00:21:15.900 --> 00:21:20.380 And then after I've done all of these things and I go through my plan, right, that here's 464 00:21:20.380 --> 00:21:22.180 my plan, okay? 465 00:21:22.180 --> 00:21:27.540 After I have this kind of meaty part, then I'm going to have what I consider the FAQ section, 466 00:21:27.540 --> 00:21:31.300 which is what do people say when they get on the phone that they have questions about? 467 00:21:31.300 --> 00:21:36.100 I want to put all of the FAQs every single one of them into this video. 468 00:21:36.100 --> 00:21:41.740 I want to I want to prehandle the objections and a lot of them are really sensical concerns. 469 00:21:41.740 --> 00:21:42.980 How long have you been doing this? 470 00:21:42.980 --> 00:21:44.620 How do I know this is legit? 471 00:21:44.620 --> 00:21:46.620 Answer all of their concerns in the video. 472 00:21:46.620 --> 00:21:51.420 And then finally, I just call it a little proof, proof stack at the end, which is you just 473 00:21:51.420 --> 00:21:53.860 put stories of successful customers, right? 474 00:21:53.860 --> 00:21:58.200 And you can put your CTA here and then you put another CTA here saying, by the way, this 475 00:21:58.200 --> 00:21:59.200 concludes the video. 476 00:21:59.200 --> 00:22:00.800 You know this is just going to be a testimonial route. 477 00:22:00.800 --> 00:22:01.840 You can watch this if you want. 478 00:22:01.840 --> 00:22:04.040 Now, when you say that, I'll just tell you this right now. 479 00:22:04.040 --> 00:22:05.760 You think that people won't watch them? 480 00:22:05.760 --> 00:22:06.760 People watch all of them. 481 00:22:06.760 --> 00:22:07.760 I'm just letting you know. 482 00:22:07.760 --> 00:22:08.760 All right. 483 00:22:08.760 --> 00:22:11.640 So this is a version of a VSL that works great. 484 00:22:11.640 --> 00:22:16.040 Another version, if you have something that is more well defined, right? 485 00:22:16.040 --> 00:22:19.520 So like if you're when I say that, it's like, if you if you sell a service of people, if 486 00:22:19.520 --> 00:22:22.080 I went on the street and said, hey, do you know what an electrician does? 487 00:22:22.080 --> 00:22:23.800 Do you know what a HVAC person does? 488 00:22:23.800 --> 00:22:28.120 And if somebody understands that a little bit better, then I spend less time on this and 489 00:22:28.120 --> 00:22:30.240 I just go five W's, right? 490 00:22:30.240 --> 00:22:35.400 Which is, you know, who, what, where, when, why? 491 00:22:35.400 --> 00:22:39.560 And then I'll still have my FAQs, still have my proofstack and still have my CTAs. 492 00:22:39.560 --> 00:22:43.320 So this is basically two different versions of the meat and guess what, both have worked. 493 00:22:43.320 --> 00:22:45.400 But I thought there's this big box of magic. 494 00:22:45.400 --> 00:22:49.480 All we're doing is answering all the questions that someone might reasonably have before making 495 00:22:49.480 --> 00:22:52.720 a purchasing decision so that when we get on the phone with them, we can just help them 496 00:22:52.720 --> 00:22:56.680 make a purchasing decision rather than having two calls where we're giving them information 497 00:22:56.680 --> 00:22:58.240 before they make a purchasing decision. 498 00:22:58.240 --> 00:23:01.960 So right now, if you, let's say that you're, you run an ad campaign and you're like, man, 499 00:23:01.960 --> 00:23:04.520 it's taking me like three or four calls to close somebody. 500 00:23:04.520 --> 00:23:07.640 It's because this is the, this is the magic of this. 501 00:23:07.640 --> 00:23:12.360 If it's taking you, you know, two or three calls, then that tells you that prospects need 502 00:23:12.360 --> 00:23:16.840 two or three hours of information in order to make a buying decision. 503 00:23:16.840 --> 00:23:21.080 And so if you're efficient with it, those three hour calls can probably be covered if you 504 00:23:21.080 --> 00:23:26.160 are specific in what the FAQs are and all the concerns and probably cover it in maybe 505 00:23:26.160 --> 00:23:30.880 45, 90 minutes if you're just very diligent about noting what the questions are. 506 00:23:30.880 --> 00:23:38.440 And I'll give you another pro tip on this, which is you want the FAQ to be in their language. 507 00:23:38.440 --> 00:23:43.040 So if someone says I'm really busy right now, you want to have a way to handle, I'm really 508 00:23:43.040 --> 00:23:44.040 busy right now. 509 00:23:44.040 --> 00:23:46.640 Now they might also say I've got a lot going on. 510 00:23:46.640 --> 00:23:50.360 Now to you might, you might be like, uh, because a salesman might think immediately, oh, 511 00:23:50.360 --> 00:23:51.880 that's just a timing objection. 512 00:23:51.880 --> 00:23:53.480 And the answer is yes, you're right. 513 00:23:53.480 --> 00:23:57.400 But the thing is is that someone might have six different ways of saying a timing objection 514 00:23:57.400 --> 00:24:01.880 and you want to have an FAQ that covers each of those five or six ways. 515 00:24:01.880 --> 00:24:05.640 Because if you said that to a salesman and they said, I'm really busy right now and 516 00:24:05.640 --> 00:24:10.480 then you responded with how you would overcome someone saying, I've got a lot of, you know, 517 00:24:10.480 --> 00:24:14.800 plate spinging, you would actually have a slightly different overcome for that or objection 518 00:24:14.800 --> 00:24:15.800 handler. 519 00:24:15.800 --> 00:24:19.600 And so we need to basically say it in their language and then say the overcome that's 520 00:24:19.600 --> 00:24:21.560 appropriate to each of those things. 521 00:24:21.560 --> 00:24:25.520 So yes, that means you're going to have, have to have an answer for their questions. 522 00:24:25.520 --> 00:24:30.120 But this should hopefully demystify all of the black voodoo magic around what is in one 523 00:24:30.120 --> 00:24:31.120 of these videos. 524 00:24:31.120 --> 00:24:32.120 You're just answering their questions. 525 00:24:32.120 --> 00:24:33.120 That's it. 526 00:24:33.120 --> 00:24:37.560 Now, I always get this question, should I put my price in the VSL or should I not put 527 00:24:37.560 --> 00:24:38.720 my price in the VSL? 528 00:24:38.720 --> 00:24:40.840 The answer is it depends, all right. 529 00:24:40.840 --> 00:24:48.000 Now the reason I say this is there are some businesses where, um, basically I tend to put 530 00:24:48.000 --> 00:24:49.520 the price in in my stuff. 531 00:24:49.520 --> 00:24:52.680 And that's because I have more demand than I can handle and I want to add friction to 532 00:24:52.680 --> 00:24:56.400 my process so that I can maximally utilize, um, you know, the sales team, right? 533 00:24:56.400 --> 00:24:57.880 Not waste their time. 534 00:24:57.880 --> 00:25:05.360 If I had an underutilized sales team, then I'd be probably more willing to not have the, 535 00:25:05.360 --> 00:25:06.920 the, the money qualification there. 536 00:25:06.920 --> 00:25:11.080 I will say this though, the longer I've been doing business, the more I just end up putting 537 00:25:11.080 --> 00:25:13.360 all the information up front. 538 00:25:13.360 --> 00:25:18.440 And everyone's always afraid of, you know, what if I, what if I tell them, you know, the, 539 00:25:18.440 --> 00:25:21.720 the price, it's like they're going to find out eventually, right? 540 00:25:21.720 --> 00:25:29.800 So I just, I, I tend to, I tend to try and cover as many things before the sales call 541 00:25:29.800 --> 00:25:31.000 as seemingly possible. 542 00:25:31.000 --> 00:25:32.000 Okay. 543 00:25:32.000 --> 00:25:35.480 So now you've got an ad, they clicked, they got the free thing. 544 00:25:35.480 --> 00:25:38.600 Now they've got the, the video sales letter, which by the way, pro tip you can actually 545 00:25:38.600 --> 00:25:42.720 put the, the lead man inside of the VSL if you want to as you be like, by the way, that 546 00:25:42.720 --> 00:25:45.480 thing about the girl thing, I'll tell you that in a second, then you get to the first 547 00:25:45.480 --> 00:25:46.920 third of your VSL. 548 00:25:46.920 --> 00:25:50.200 Then you can slice in the lead mag and say, Hey, by the way, this is that tip. 549 00:25:50.200 --> 00:25:51.200 And guess what? 550 00:25:51.200 --> 00:25:53.560 I have 28 other tips that you can follow, which I'll show you in this video. 551 00:25:53.560 --> 00:25:54.960 And then you go through it, right? 552 00:25:54.960 --> 00:25:57.320 But now we have to convert these people, all right? 553 00:25:57.320 --> 00:26:02.720 So I'm going to put something here and then something here, sorry, that my little money. 554 00:26:02.720 --> 00:26:08.440 That is a phone for everyone born before, you know, 2000 or after 2000, okay? 555 00:26:08.440 --> 00:26:09.440 So what is bands? 556 00:26:09.440 --> 00:26:10.440 I've talked about this before. 557 00:26:10.440 --> 00:26:13.800 You know, this a lot, but you want to make sure they have budget authority, need timing. 558 00:26:13.800 --> 00:26:14.960 Do they got the money to spend? 559 00:26:14.960 --> 00:26:16.160 They have the ability to make the decision. 560 00:26:16.160 --> 00:26:17.160 Do they need this thing? 561 00:26:17.160 --> 00:26:18.840 And is right now the time they want to buy? 562 00:26:18.840 --> 00:26:22.080 If we can answer those four things and you do that in the application, or if you have 563 00:26:22.080 --> 00:26:25.840 a scheduler, right, where they're booking a call, you make sure that those are the questions 564 00:26:25.840 --> 00:26:29.400 that are being asked there, and you only, and here's the tough part, you actually only 565 00:26:29.400 --> 00:26:31.720 take calls with people who say they have the money to spend. 566 00:26:31.720 --> 00:26:32.960 They have the authority to make the decision. 567 00:26:32.960 --> 00:26:35.080 They have the need and they're really going to move forward now. 568 00:26:35.080 --> 00:26:39.360 Now how much easier of a call do you think it is when someone's gotten value from you? 569 00:26:39.360 --> 00:26:43.880 They then fully understand the questions that someone might ask around making a purchasing 570 00:26:43.880 --> 00:26:44.880 decision from you. 571 00:26:44.880 --> 00:26:48.000 They say they have the money at the time they need the authority to do it. 572 00:26:48.000 --> 00:26:49.760 Now you're talking to them. 573 00:26:49.760 --> 00:26:51.840 How likely is it you think you're going to close them? 574 00:26:51.840 --> 00:26:53.800 Way higher than if you didn't have all that stuff. 575 00:26:53.800 --> 00:27:00.320 The reason that this process right here is the most efficient way of converting traffic 576 00:27:00.320 --> 00:27:03.240 is that it's kind of like a microwave, right? 577 00:27:03.240 --> 00:27:06.160 You take someone from a cold prospect to a hot prospect. 578 00:27:06.160 --> 00:27:08.440 It's like you can, you know, you can slow cook it. 579 00:27:08.440 --> 00:27:09.440 You can simulate. 580 00:27:09.440 --> 00:27:10.440 You can kind of bake it over time. 581 00:27:10.440 --> 00:27:12.120 I was like, oh, you just nuked that thing. 582 00:27:12.120 --> 00:27:14.720 And so this is basically like nuking a prospect. 583 00:27:14.720 --> 00:27:18.480 How do we, how do we just bomb them with all this, because think about this. 584 00:27:18.480 --> 00:27:20.560 If someone's like, I followed you for a year. 585 00:27:20.560 --> 00:27:25.680 If someone followed short form for a year and let's say they consumed five pieces a week, 586 00:27:25.680 --> 00:27:30.280 which would be a crazy amount, 250 shorts, well, the average shorts, let's just be generous 587 00:27:30.280 --> 00:27:32.760 here and say it's 30 seconds, which it isn't, all right? 588 00:27:32.760 --> 00:27:36.760 So that would mean that they've consumed 120 minutes, about two hours. 589 00:27:36.760 --> 00:27:39.520 So we can have them consume 120 minutes over a year and then buy. 590 00:27:39.520 --> 00:27:41.880 They've got that much information in order to make a sale. 591 00:27:41.880 --> 00:27:45.680 Or we can just have them consume all two hours upfront. 592 00:27:45.680 --> 00:27:52.200 And so think about this, like I think about about sales processes as a plane taking off. 593 00:27:52.200 --> 00:27:54.800 This is my, like, this is my Alex's very simple visual, all right? 594 00:27:54.800 --> 00:27:56.600 So we've got our plane, right? 595 00:27:56.600 --> 00:27:57.600 Well, here's our plane. 596 00:27:57.600 --> 00:27:59.160 It's the little wheels on our plane. 597 00:27:59.160 --> 00:28:00.160 I don't know. 598 00:28:00.160 --> 00:28:01.160 Just go with it. 599 00:28:01.160 --> 00:28:02.320 There's my, there's my terrible plane. 600 00:28:02.320 --> 00:28:03.320 All right. 601 00:28:03.320 --> 00:28:06.080 The thing is, could this plane take off on this runway? 602 00:28:06.080 --> 00:28:07.760 No, the plane's too big. 603 00:28:07.760 --> 00:28:12.240 So I have to increase the size of my runway to give this plane enough lift to take off. 604 00:28:12.240 --> 00:28:16.480 The size of this runway is the amount of information that you need to tell the prospect. 605 00:28:16.480 --> 00:28:20.320 And so if we know that someone needs two hours to make a purchasing decision, then what do 606 00:28:20.320 --> 00:28:21.320 you think we've done? 607 00:28:21.320 --> 00:28:22.320 They consume a little bit here. 608 00:28:22.320 --> 00:28:26.720 They're going to consume, you know, maybe 30 to 45 minutes here, right? 609 00:28:26.720 --> 00:28:29.360 And then on the call, what do you think we're going to get here? 610 00:28:29.360 --> 00:28:30.760 Another hour. 611 00:28:30.760 --> 00:28:33.960 And so when we add all this together, they've gotten about two hours of information from 612 00:28:33.960 --> 00:28:39.480 us, but we did it in the span of a couple days rather than over a year, right? 613 00:28:39.480 --> 00:28:44.560 And this is why this is kind of like the, the ramrod, the, the fastest way of monetizing 614 00:28:44.560 --> 00:28:45.560 within a business. 615 00:28:45.560 --> 00:28:49.960 Now, what happens to all the leads that go through this process and don't necessarily want 616 00:28:49.960 --> 00:28:50.960 to purchase immediately? 617 00:28:50.960 --> 00:28:53.200 The logical people, the people that actually make sense and they're not crazy. 618 00:28:53.200 --> 00:28:54.200 Okay? 619 00:28:54.200 --> 00:28:55.200 So what do we do with all these people? 620 00:28:55.200 --> 00:28:58.520 Well, we want to put them somewhere that we give them long term nurture where we just 621 00:28:58.520 --> 00:29:01.880 say, oh, you are just the type of person needs more information to make a decision. 622 00:29:01.880 --> 00:29:02.880 No worries. 623 00:29:02.880 --> 00:29:06.360 I'm going to do that, provide more value over a longer period of time. 624 00:29:06.360 --> 00:29:09.160 And so that's where things like having a school group where you just dump all the extra 625 00:29:09.160 --> 00:29:12.160 leads into and you keep making content there and you answer their questions there until 626 00:29:12.160 --> 00:29:15.320 eventually they're like, hey, I do actually want to take some action on this. 627 00:29:15.320 --> 00:29:18.320 And then boom, you send them, you run them through the process, you microwave them again, 628 00:29:18.320 --> 00:29:19.320 you reheat them, right? 629 00:29:19.320 --> 00:29:21.440 And then boom, you make the sale, right? 630 00:29:21.440 --> 00:29:22.440 That's the idea. 631 00:29:22.440 --> 00:29:25.280 So this long term nurture, once people go through that, they're still going to come right 632 00:29:25.280 --> 00:29:28.760 back through the front door again and then get reheated. 633 00:29:28.760 --> 00:29:31.120 So these are the four steps. 634 00:29:31.120 --> 00:29:36.720 You make your ads, you have a banger lead magnet, you have a VSL, and then you qualify the 635 00:29:36.720 --> 00:29:38.240 person before the sale. 636 00:29:38.240 --> 00:29:43.280 And pro tip, you know, 4.5 is that for everybody who doesn't buy, you have to put them in 637 00:29:43.280 --> 00:29:47.640 some sort of email sequence or group or both where you continue to provide value, you continue 638 00:29:47.640 --> 00:29:51.000 to basically answer all these little FAQs that they've had because maybe they've got 639 00:29:51.000 --> 00:29:54.760 other ones or maybe they just need to see more proof, some people just need more information 640 00:29:54.760 --> 00:29:55.760 to make the decision. 641 00:29:55.760 --> 00:29:57.440 That's all it comes down to. 642 00:29:57.440 --> 00:30:00.240 And when you do that and you provide as much information as possible, you convert away 643 00:30:00.320 --> 00:30:01.440 higher percentage of the audience. 644 00:30:01.440 --> 00:30:05.040 So let me give you the massive pro tip, the thing that took me way too long to understand. 645 00:30:05.040 --> 00:30:06.440 What do you think brand is? 646 00:30:06.440 --> 00:30:12.160 We're giving someone tons of information over a long period of time about who we are, what 647 00:30:12.160 --> 00:30:14.400 we're about our way of doing things. 648 00:30:14.400 --> 00:30:17.880 And so the reason that brands grow significantly bigger than the people who just do this, like 649 00:30:17.880 --> 00:30:21.840 if you just do this, you're going to be able to make some money but you'll quickly cap. 650 00:30:21.840 --> 00:30:24.040 You will be able to make money, but you will cap. 651 00:30:24.040 --> 00:30:28.560 To build the brand, we have to have this thing be enormous. 652 00:30:28.560 --> 00:30:34.520 And then this thing ends up being our eyeballs at the front of this, so that we have this 653 00:30:34.520 --> 00:30:40.000 enormous audience of people that have gotten value from us day in and day out for an extended 654 00:30:40.000 --> 00:30:41.480 period of time. 655 00:30:41.480 --> 00:30:46.320 That is then what over time, it's like, I think about like this, it's like you've got this 656 00:30:46.320 --> 00:30:49.120 pyramid of people who are interested in your stuff, right? 657 00:30:49.120 --> 00:30:53.160 And this is as they get more information, right, they move up the pyramid. 658 00:30:53.160 --> 00:30:56.520 And so all we're going to do is we're going to have these people are the ones who give us 659 00:30:56.520 --> 00:30:57.520 money. 660 00:30:57.520 --> 00:30:58.520 And so these people aren't going to do anything. 661 00:30:58.520 --> 00:31:00.800 They're just going to get, they're just going to be like, man, this guy's great or this 662 00:31:00.800 --> 00:31:02.200 guy's great, right? 663 00:31:02.200 --> 00:31:08.240 So if we want to grow this little slice here, what do we do? 664 00:31:08.240 --> 00:31:10.400 We grow the bottom, we grow the base. 665 00:31:10.400 --> 00:31:14.240 And this fundamentally is what Grunger read is about, you're growing the base. 666 00:31:14.240 --> 00:31:18.800 So that the top of the pyramid is way bigger than over here, where you have to try and take 667 00:31:18.800 --> 00:31:21.680 someone up the elevator using the force that process that I just walked through.