WEBVTT 1 00:00:00.000 --> 00:00:10.280 The goal was if I if I ask people to promote something and I say that it's going to be worth it that I have to absolutely deliver on that so that next year or two years from now, if I say we promote my next book, they'll do it. 2 00:00:13.640 --> 00:00:21.600 Welcome to the game where we talk about how to get more customers, how to make more per customer and how to keep them longer and the many failures and lessons we have learned along the way. I hope you enjoy and subscribe. 3 00:00:21.600 --> 00:00:22.600 I hear that and I'm also like, if I reflect back, if we lost every football game, yeah, I think winning matters also, you've got to have some wins, you know what I mean, you've got to have if I lost every game for four years, I probably like this not fun sure I'm becoming a better athlete and I'm competing against free people, but just always losing I wouldn't be a challenge. Absolutely. Because you'd be like, this is not fun. It's fun to win. It's not fun to consistently. Yeah. I've 4 00:00:51.600 --> 00:01:20.320 learned more in your losses, totally. You learn more from the bigger breakdowns and the challenges you face than always winning. Yeah. The difficulties, the challenges develop us having easy wins doesn't make us stronger and better, but I think having all losses, yeah, may just say that, okay, maybe this is the wrong thing you're in, you should be in something else. Yeah, use this energy and effort and attitude towards a different thing and different purpose and different sport and different mission and different art. 5 00:01:21.280 --> 00:01:49.840 After a period of time, yeah, it's always so much blue is the you because I want I mean, I could jam because I think the confidence comes in the effort and the journey, but it also you've got to back it with some external results, I think, yeah, or some type of credibility somewhere. Yeah, yeah, it depends if so, the credibility is if you're trying to be an expert and a spout and give advice, but credibility to yourself, if you have no external results, I still like, I 6 00:01:49.840 --> 00:02:19.840 broke today. Yeah. Yeah, no one would listen to me. That's okay. But how would you feel about you after 10 years, totally 15 years of busting it. I did it for five years. I get it. Okay, but 10 years, though, 50 years, right? Right. I think, but that's where I'm saying, like, what has changed about me that has made me better stronger faster is because I genuinely believe that the more I can divorce that win even when you say, like, you know, you got to win sometimes. It's like, even that small statement still makes 7 00:02:19.840 --> 00:02:30.180 it king. Yeah, easy for you to say with all the wins. Yeah, easy to say at this stage, like you said to others, but I think that the reason that I'm going to go from 100 to a billion and 10 8 00:02:30.180 --> 00:02:40.320 billion and beyond is because I do genuinely, like, I am working harder now than I work to get here. And it's because I've learned a better way to work. And so this is me 9 00:02:40.320 --> 00:02:48.960 sharing that better way to work. Now, to be fair, maybe I have certain skills that if I don't work as hard, I can still win, but I would still know. 10 00:02:49.600 --> 00:02:57.320 And so I think that if you can, like, if the whole point of anyone who's listening to this is that you can open up another level of 11 00:02:57.320 --> 00:03:07.680 effort, I think that is the next level of effort because I if I had thought the way I think about business now and work now, I would have been here 12 00:03:07.680 --> 00:03:18.000 faster. And that's me catering to the audience who wants to win. But I'm saying I would have become who I am faster. And I think that as a result, I would 13 00:03:18.000 --> 00:03:29.720 have evidence that would support that for every for the court of public opinion, but for the court of Alex, it's just it's I I know what it's like to for me to give it my 14 00:03:29.720 --> 00:03:41.160 all. And it's the absolute proudest I am of myself. And there's nothing anyone can do to take that for me. And that's when I feel bulletproof. And there's not many times I can do that. And so when I have realized how much work it takes to do 15 00:03:41.160 --> 00:03:47.360 something, well, to gain the approval of my 85 real self, I also realized hand in hand that there's only a few amount of things that I can do. 16 00:03:48.240 --> 00:03:55.640 Because I have to be dramatically more focused because the amount of work it takes to do something well is so much greater than I used to think that I can't do 17 00:03:55.640 --> 00:04:04.380 20 things if I'm going to do it well. And so it goes back to like one of my favorite things, which is if it's worth doing is worth doing well. And the thing is, is that most people focus on the 18 00:04:04.380 --> 00:04:13.380 back half, but I think it's focusing on the first like most things are worth doing. If it is worth doing, then it is worth to cut out the things that are 19 00:04:13.380 --> 00:04:24.980 worth doing. Right. So that you have all of the energy to actually give you all to something. And I would say this is that most things aren't that hard if you really try is that most 20 00:04:24.980 --> 00:04:33.980 people don't know how to try hard. They don't have the skill to try hard. And so the number, I mean, you probably know the staff from the 21 00:04:33.980 --> 00:04:53.020 podcast world, right, which is, it's 90% of people only upload one podcast of the remaining 10% 90% of them don't make it past 20 uploads. So to be in the top 1% of 22 00:04:53.020 --> 00:05:05.420 podcasters, you have to upload 20 podcasts. It still may not be successful. Yeah, you've done it may get downloads, but you're doing a lot better than the other 90% 99% the price 23 00:05:05.420 --> 00:05:19.740 for excellence has never been so cheap. Yeah, it's showing up consistently. Everyone is so soft new that to win, you just have to not be made of glass and be willing to have 24 00:05:19.740 --> 00:05:29.740 someone tell you, I don't approve of your life. And you say, that's okay. Why do you think so many people are soft in our society today? Well, I think we've put a lot of 25 00:05:29.740 --> 00:05:42.740 guard rules up that prevent people from getting hurt. I think that ends up resulting in people who don't know what getting hurt feels like and they feel like it's death, but it's not death. You know, I think that's just, I mean, it's 26 00:05:42.740 --> 00:05:58.740 an absolute core. No one knows how to have hurt feelings. And I think people think their feelings matter a lot more now than they used to. Yeah, I don't think they matter that much. Why should people's feelings matter that much? But I 27 00:05:58.740 --> 00:06:11.540 should their feelings matter. Why should my feelings matter? Like, if I, if I hurt someone and I say, well, it makes me feel good, why does that matter? You heard somebody. So it's just looking at the actions. And that's, I mean, to be fair, I'm very 28 00:06:11.540 --> 00:06:24.740 streaming that matter. But I think that if we can, for me, the more I can ignore my feelings and simply do the things that are required, the more I tend to see the results that I want. And one of my favorite internal 29 00:06:24.740 --> 00:06:35.140 sayings, like the things that you repeat just, I'm sure everybody has like a couple things that like you say to you, whenever I have something that I'm like, I want like the next rewrite of the book or, hey, man, we got to 30 00:06:35.140 --> 00:06:46.140 re-shoot that whole thing because the mic was off or, you know, the worst, the worst man is, I have this, I have this refrain that's been trained faster and faster, which is I will do what is required. 31 00:06:46.140 --> 00:06:56.140 And it's not what I want. It's not what I feel like it's I will do what is required. I'm enjoyable. I'll do what is required. Yeah. And that's it. And so like, there's not, there's not a question. There's not 32 00:06:56.140 --> 00:07:05.140 that if it's just I will do what is required. And that has helped me a ton. Yeah. You try to learn from the pain or the challenge that occurred so it doesn't happen again, but you got to do what's required. 33 00:07:05.140 --> 00:07:18.140 I saw this slip recently of this podcast called the all in podcast, which I saw the I see these clips a lot online. I want to start actually listening to this whole show, but I think they go too long. 34 00:07:19.140 --> 00:07:27.140 But they have a lot of great insights. It's like these four like venture capitalists and they're all billionaires and they all like are puppet masters in the world, right. 35 00:07:27.140 --> 00:07:35.140 And one of the clips was of a guy I can't remember his name, but one of the guys who said he was spending a lot of time in Italy over the last month or a couple of months. 36 00:07:35.140 --> 00:07:47.140 And he was saying, you know, I really like spending time over here because my friends in Italy know how to relax. They know how to have great conversations. 37 00:07:47.140 --> 00:07:58.140 They know how to talk about life and art and magic and wonder and music and not just focus on more money because this guy is a billionaire multi big in there. 38 00:07:58.140 --> 00:08:04.140 And he was like, there's more to life than just making lots more money when you already have a lot of money. 39 00:08:04.140 --> 00:08:15.140 What do you think about a point like that or a conversation like that where it's like, you know, live in Europe and take three months and relax and travel. 40 00:08:15.140 --> 00:08:20.140 And I think there's an overarching assumption, which is that life should be a certain way. 41 00:08:20.140 --> 00:08:30.140 And I think that I would I would reject that notion. And so it's like we should because implied in that statement, I think, is we should be more like them. 42 00:08:30.140 --> 00:08:37.140 And whenever I see a should, I kind of don't really accept any should frames. It's like, why? Why should we? 43 00:08:37.140 --> 00:08:42.140 Because you prefer that, which is fine. You could say I prefer to live the same, which gets go live that way. 44 00:08:42.140 --> 00:08:50.140 But to then say everyone should live that way or you know, then now you're casting your personal preference on everyone else. 45 00:08:50.140 --> 00:08:56.140 And I reject that wholeheartedly. So if you if you want to, if you want to play video games all day and be the absolute best in the world at it. 46 00:08:56.140 --> 00:09:03.140 And you are the best in the world at it and you get twitch sponsorships and you have all that stuff and you learn to eat because if you're so good at it and you're success with it. 47 00:09:03.140 --> 00:09:07.140 Who am I to stop you from doing that? You're going to die. I'm going to die. 48 00:09:07.140 --> 00:09:11.140 And at the end of your life, would you rather just go, you know, be a four minute factory? This not a disrespectful thing. 49 00:09:11.140 --> 00:09:21.140 I'm saying more so that if you love doing what you were doing, choose to not do what you love because you now are legitimate in the eyes of people who you don't care about. 50 00:09:21.140 --> 00:09:26.140 Like there was one rule for me to do you do you. Yeah. 51 00:09:26.140 --> 00:09:34.140 I want to ask you about this. Yeah. This book launch just happened and I know you did a vlog on this recently, which I want to dive in deeper. 52 00:09:34.140 --> 00:09:43.140 But can you give big context? Yeah. Why this book? Why the launch style that you did? How many people showed up? How many people bought? 53 00:09:43.140 --> 00:09:51.140 And upsells everything. And how did you get that result to happen? Yeah. Not that we focus on results here. 54 00:09:51.140 --> 00:09:55.140 But the efforts, how did you get it all to come to fruition? 55 00:09:55.140 --> 00:10:01.140 So my first book, $100 million offers was a book that answered one question, which is, what do I sell? 56 00:10:01.140 --> 00:10:07.140 And so now that has 17,000 five stars and you know, this is a great book. Actually, it's still an Amazon charge top 20 of all Amazon. 57 00:10:07.140 --> 00:10:13.140 So is that one. So it's two of the 20. Not that we're calculating results or success here. Of course. 58 00:10:13.140 --> 00:10:18.140 And I didn't even sell it on Amazon. So all those sales didn't count. But anyways. 59 00:10:18.140 --> 00:10:24.140 This book, the purpose of this book was to once someone knows what they're going to sell, they asked the next question, which is, who do I sell it to? 60 00:10:24.140 --> 00:10:32.140 You need leads, right? And so this book is about advertising. Now I split test the title four times to figure out what people like. 61 00:10:32.140 --> 00:10:37.140 I tried marketing versus advertising. I tried advertising versus leads. I tried leads versus promotion. 62 00:10:37.140 --> 00:10:43.140 And leads one as the categorical leader for what's the name of the book. And so that's why I called it $100 million leads. 63 00:10:43.140 --> 00:10:48.140 But advertising, you know, of itself is the process of making known. If no one knows about your stuff, no one can buy it. 64 00:10:48.140 --> 00:10:57.140 And so if no one knows about your stuff, sorry, the first part, advertising why is the process of making known is making advertising the process of making known period. 65 00:10:57.140 --> 00:11:05.140 If no one knows about your stuff, no one buys it. Right. And so what happens is most people have an offer and no one knows about it. 66 00:11:05.140 --> 00:11:15.140 And so you have to make it known, you have to advertise it. And so this book, so that the first book, all hinged on something called the value equation, which is people talk about, hey, provide value, provide value. 67 00:11:15.140 --> 00:11:23.140 But how do you mechanize that? How do you operationalize value? And so it was actually solving a problem that people want, increasing the likely that they think it's going to happen. 68 00:11:23.140 --> 00:11:28.140 In other words, decreasing the risk that when they buy, they're not going to get the thing that they want. 69 00:11:28.140 --> 00:11:34.140 Decreasing the time it takes them to get whatever the outcome is and decreasing the effort and sacrifice that's associated the work that they have to do in order to get the outcome. 70 00:11:34.140 --> 00:11:41.140 So there's the four variables, you decrease the last two, you increase the first two, and you have a more valuable thing, which we covered in a different, in a different video. 71 00:11:41.140 --> 00:11:48.140 So you can watch that with $100 million leads, I talk about the advertising cycle. And so there's eight pieces to this. 72 00:11:48.140 --> 00:11:52.140 So it has a little bit more pieces to it, but I think it's simpler to understand in some ways. 73 00:11:52.140 --> 00:11:59.140 So the first four is a core four is the only four ways any person can let other people know about their stuff, advertise. 74 00:11:59.140 --> 00:12:06.140 And so it's just a four box. There's one on one and one to many, and you've got people who know you, people who don't. 75 00:12:06.140 --> 00:12:13.140 So if you're letting people who know you, one on one, you're doing more outreach. You reach out to your friends and say, hey, come to my book event. 76 00:12:13.140 --> 00:12:18.140 If you're letting people know one on one who don't know you, that's cold outreach that's reaching out to strangers. 77 00:12:18.140 --> 00:12:22.140 If you're letting people know one to many, two people will know you, that's posting content. 78 00:12:22.140 --> 00:12:26.140 And if you're letting people want to many now who don't know you, that's running ads. 79 00:12:26.140 --> 00:12:29.140 So there's the only four things that you can do to let other people know about your stuff. 80 00:12:29.140 --> 00:12:32.140 Now, the natural question is, are there other things that you can do? 81 00:12:32.140 --> 00:12:36.140 The answer is yes and no. No, in that you can't do anything else. 82 00:12:36.140 --> 00:12:39.140 But yes, there are other people who can let people know about your stuff. 83 00:12:39.140 --> 00:12:42.140 Right. And so there's four, which I call the lead getters. 84 00:12:42.140 --> 00:12:47.140 So you've got customers who can send you referrals. Now, in order for them to send you referrals, they use the core four. 85 00:12:47.140 --> 00:12:50.140 They either reach out to friends, they post content, the same four things. 86 00:12:50.140 --> 00:12:53.140 So the only four ways a person can let other people know about stuff. 87 00:12:54.140 --> 00:12:56.140 The second is you've got employees, right? 88 00:12:56.140 --> 00:12:59.140 So when I was making content for the book, I didn't actually make the content. 89 00:12:59.140 --> 00:13:02.140 My team made the content, and then they posted it on my behalf. 90 00:13:02.140 --> 00:13:06.140 And so I got leverage on the amount of content I could put out because other people helped me. 91 00:13:06.140 --> 00:13:11.140 From the paid ads, sorry for the lead getter number three is agencies. 92 00:13:11.140 --> 00:13:14.140 So you can pay agencies to help you make content, you can pay agencies to help you run ads. 93 00:13:14.140 --> 00:13:19.140 And for me, for this book launch, I had agencies run the actual ads for the book. 94 00:13:19.140 --> 00:13:21.140 Because we're a holding company, we don't actually transact. 95 00:13:21.140 --> 00:13:26.140 So it made sense to contract that out. But my team made the ads, their team ran the ads. 96 00:13:26.140 --> 00:13:29.140 But it was still leverage. And then finally, we had affiliates. 97 00:13:29.140 --> 00:13:32.140 So that's another business who refers to you business. 98 00:13:32.140 --> 00:13:33.140 Just to find the audience. 99 00:13:33.140 --> 00:13:34.140 Negative commission. 100 00:13:34.140 --> 00:13:35.140 Yeah. 101 00:13:35.140 --> 00:13:37.140 They get paid in money, free stuff, or both. 102 00:13:37.140 --> 00:13:41.140 Right. And so we had 27,000 affiliates. 103 00:13:41.140 --> 00:13:42.140 27,000. 104 00:13:42.140 --> 00:13:44.140 And we had 104,000 people who attended from affiliates. 105 00:13:44.140 --> 00:13:45.140 We had 137,000 people. 106 00:13:46.140 --> 00:13:48.140 137,000 people came in from paid ads. 107 00:13:48.140 --> 00:13:52.140 We had just like 210,000 people came in from content. 108 00:13:52.140 --> 00:13:53.140 Organic. 109 00:13:53.140 --> 00:13:54.140 Yeah. 110 00:13:54.140 --> 00:13:56.140 And then the outreach. 111 00:13:56.140 --> 00:14:00.140 And then I would say that employees kind of factored into that piece. 112 00:14:00.140 --> 00:14:01.140 Right. 113 00:14:01.140 --> 00:14:06.140 And so I used all eight methods in the book to advertise the book itself. 114 00:14:06.140 --> 00:14:11.140 So I could have just made a, I could have just emailed my list and just, you know, done a presentation or just released it. 115 00:14:11.140 --> 00:14:13.140 And I probably would have sold a lot of copies. 116 00:14:13.140 --> 00:14:19.140 But I wanted to use everything in the book to advertise the book to demonstrate that everything proof, 117 00:14:19.140 --> 00:14:23.140 that everything that I do here works and that they will work for them too if they just follow the steps in the book. 118 00:14:23.140 --> 00:14:27.140 And so I purposely followed the scripts that I have in the book for making ads. 119 00:14:27.140 --> 00:14:32.140 I followed the scripts that we had for making content throughout the whole thing so that people could look back at my ads 120 00:14:32.140 --> 00:14:39.140 that could look back at the content that I made and be like, he followed this to a T and resulted in a, you know, world record breaking event. 121 00:14:39.140 --> 00:14:43.140 And so how much did you spend on the ads to get the leads to 75 to 75? 122 00:14:43.140 --> 00:14:44.140 Yeah. 123 00:14:44.140 --> 00:14:48.140 Which is not for anybody that sounds like a lot of money, but for the context of how big of an event this is. 124 00:14:48.140 --> 00:14:53.140 And then how much did you pay out affiliates, which is another form of advertising? 125 00:14:53.140 --> 00:14:56.140 How much does that pay out, I guess, zero zero? 126 00:14:56.140 --> 00:14:58.140 They got free stuff. 127 00:14:58.140 --> 00:15:01.140 How many people 20,000 27,000 affiliates? 128 00:15:01.140 --> 00:15:03.140 Then you get any commissions. 129 00:15:04.140 --> 00:15:05.140 On nothing. 130 00:15:05.140 --> 00:15:06.140 Really? 131 00:15:06.140 --> 00:15:07.140 Why did they promote it then? 132 00:15:07.140 --> 00:15:10.140 What was the leverage of the value ad for them? 133 00:15:10.140 --> 00:15:12.140 The thing is goodwill. 134 00:15:12.140 --> 00:15:13.140 Wow. 135 00:15:13.140 --> 00:15:15.140 And they also knew that the last book was good. 136 00:15:15.140 --> 00:15:24.140 And I'll give you the tactical piece of this is that most people require money to advertise to their audience 137 00:15:24.140 --> 00:15:27.140 because it's extracting goodwill to a degree. 138 00:15:28.140 --> 00:15:34.140 And so what I made rather than saying, hey, the top 10 affiliates get Lamborghini's, which only benefits the affiliate and other audience. 139 00:15:34.140 --> 00:15:38.140 I said, the top 10 affiliates, I'll do a live Q&A with your entire audience. 140 00:15:38.140 --> 00:15:39.140 Wow. 141 00:15:39.140 --> 00:15:43.140 And so it benefits the audience to have the person who's promoting it win. 142 00:15:43.140 --> 00:15:45.140 And it doesn't extract any goodwill. 143 00:15:45.140 --> 00:15:49.140 In fact, it builds goodwill because he's like, hey, I've got this amazing event. 144 00:15:49.140 --> 00:15:53.140 This book, I know Alex, I've been following this stuff forever, it'll help you out. 145 00:15:53.140 --> 00:15:54.140 So go do this thing. 146 00:15:54.140 --> 00:16:00.140 And if we're in the top 10, we'll also get time with Alex and we can answer questions and do this stuff so we can apply to us. 147 00:16:00.140 --> 00:16:02.140 So it's a win win for everyone. 148 00:16:02.140 --> 00:16:08.140 And so trying to find, in my opinion, I talk about this in the book, the best way to use affiliates is to find a win win win. 149 00:16:08.140 --> 00:16:11.140 Which is it wins for me, it wins for them, and it wins for the customers. 150 00:16:11.140 --> 00:16:12.140 Right. 151 00:16:12.140 --> 00:16:14.140 Usually it's only two wins in one loss. 152 00:16:14.140 --> 00:16:17.140 And that's how most people do affiliates is why they have to pay an arm in a leg in order to get them. 153 00:16:17.140 --> 00:16:21.140 Now, a lot of times also, they haven't built trust or goodwill with an audience before making an ask. 154 00:16:21.140 --> 00:16:25.140 So I spent two years doing, hopefully, nothing but providing value. 155 00:16:25.140 --> 00:16:30.140 And everyone expected the launch event itself to be probably a pitch of some sort. 156 00:16:30.140 --> 00:16:35.140 And I tried to sprinkle that in because I wanted to build up the anticipation and the tension for the event. 157 00:16:35.140 --> 00:16:42.140 But, you know, upon the event, we had five, so the official count was we had 542,000 people who registered for the event. 158 00:16:42.140 --> 00:16:45.140 We had 180,000 clicked to join live with us. 159 00:16:45.140 --> 00:16:48.140 And it was, it was wild, right? 160 00:16:48.140 --> 00:16:50.140 How many book sales in that first day, you know? 161 00:16:50.140 --> 00:16:53.140 We saw 100,000 in like 10 minutes or something. 162 00:16:53.140 --> 00:16:54.140 Yeah. 163 00:16:54.140 --> 00:16:55.140 Yeah. 164 00:16:55.140 --> 00:16:56.140 It's incredible. 165 00:16:56.140 --> 00:16:58.140 And that was with no large bundles. 166 00:16:58.140 --> 00:16:59.140 Wow. 167 00:16:59.140 --> 00:17:00.140 So that wasn't like, by 100, get this. 168 00:17:00.140 --> 00:17:01.140 It's like one, two, or three, maybe. 169 00:17:01.140 --> 00:17:03.140 Three was the largest one that was incentivized. 170 00:17:03.140 --> 00:17:04.140 Wow. 171 00:17:04.140 --> 00:17:05.140 Yeah. 172 00:17:05.140 --> 00:17:06.140 So I just said, if you buy three, you get a hat. 173 00:17:06.140 --> 00:17:13.140 And the main reason that I did that was because the whole mission of acquisition like how is to make real business education accessible to everyone. 174 00:17:13.140 --> 00:17:17.140 And so it's like, if you share my book with two friends, you're on this hat. 175 00:17:17.140 --> 00:17:20.140 And so this can't be bought, only earned. 176 00:17:20.140 --> 00:17:25.140 And so you're in it by giving it, and we had 50% of people who chose two. 177 00:17:25.140 --> 00:17:26.140 Good three. 178 00:17:26.140 --> 00:17:27.140 That's incredible. 179 00:17:29.140 --> 00:17:30.140 Real quick, guys. 180 00:17:30.140 --> 00:17:36.140 If you can think about how you found this podcast, somebody probably tweeted it, told you about it, shared it on Instagram or something like that. 181 00:17:36.140 --> 00:17:39.140 The only way this grows is through word of mouth. 182 00:17:39.140 --> 00:17:40.140 And so I don't run ads. 183 00:17:40.140 --> 00:17:41.140 I don't do sponsorships. 184 00:17:41.140 --> 00:17:42.140 I don't sell anything. 185 00:17:42.140 --> 00:17:48.140 My only ask is that you continue to pay it forward to whoever showed you or however you found out about this podcast that you do the exact same thing. 186 00:17:48.140 --> 00:17:55.140 So if it was a review, if it was a post, if you do that, it would mean the world to me and you'll throw some good karma out there for another entrepreneur. 187 00:17:55.140 --> 00:17:58.140 And so was there an upsell after that? 188 00:17:58.140 --> 00:17:59.140 Or how's the? 189 00:17:59.140 --> 00:18:00.140 That was it. 190 00:18:00.140 --> 00:18:01.140 That was it. 191 00:18:01.140 --> 00:18:02.140 Wow. 192 00:18:02.140 --> 00:18:03.140 I mean, if I had wanted to make money. 193 00:18:03.140 --> 00:18:04.140 Right. 194 00:18:04.140 --> 00:18:05.140 You do it. 195 00:18:05.140 --> 00:18:08.140 I would have been a very, it would have been a very different, you know, I would have, I would have structured things very differently. 196 00:18:09.140 --> 00:18:13.140 But the objective of the event was to demonstrate that the concepts of this book work. 197 00:18:13.140 --> 00:18:18.140 And the objective of my last book was to show that making an amazing offer can grow the sales on its own. 198 00:18:18.140 --> 00:18:21.140 So that one I did zero advertising for and it sold 500,000 copies. 199 00:18:21.140 --> 00:18:22.140 Wow. 200 00:18:22.140 --> 00:18:23.140 No, no paid ads. 201 00:18:23.140 --> 00:18:24.140 No event. 202 00:18:24.140 --> 00:18:26.140 I had 10,000 followers on Instagram when I posted that. 203 00:18:26.140 --> 00:18:27.140 It was before Alchemos. 204 00:18:27.140 --> 00:18:29.140 It became Alchemos. 205 00:18:29.140 --> 00:18:33.140 It was literally an internal SOP that Laila encouraged me to post as a book. 206 00:18:33.140 --> 00:18:34.140 So I said, fine. 207 00:18:34.140 --> 00:18:36.140 And I added stories and it to make it interesting for my team. 208 00:18:36.140 --> 00:18:38.140 Because I was like, if they don't read it, it's not going to matter. 209 00:18:38.140 --> 00:18:39.140 So I added stories in it. 210 00:18:39.140 --> 00:18:40.140 And I posted it as a book. 211 00:18:40.140 --> 00:18:43.140 And then it just continues to some more month over month. 212 00:18:43.140 --> 00:18:52.140 And so that is the hope, you know, obviously with this book too, is that you make the product so exceptional that you get that that that lead getter bucket of customer telling other customers and affiliate selling other people. 213 00:18:52.140 --> 00:19:01.140 And I think that the goal was if I, if I asked people to promote something and I say that it's going to be worth it, that I have to absolutely deliver on that. 214 00:19:01.140 --> 00:19:05.140 That next year or two years from now, if I say we promote my next book, they'll do it. 215 00:19:05.140 --> 00:19:11.140 Now, if I had gone and sold whatever, some, you know, coaching thing or something like that, right? 216 00:19:11.140 --> 00:19:13.140 That would have been the last time they would have promoted it. 217 00:19:13.140 --> 00:19:14.140 Because I would have been free. 218 00:19:14.140 --> 00:19:15.140 For free. 219 00:19:15.140 --> 00:19:18.140 Yeah, I would have been siphoning their audience or whatever. 220 00:19:18.140 --> 00:19:27.140 But I wanted to just install even more goodwill at scale by doing something that hopefully would be memorable and that no one else would do. 221 00:19:27.140 --> 00:19:34.140 And so I made a huge pitching presentation to stack all the value that I gave, you know, with this book. 222 00:19:34.140 --> 00:19:39.140 And I price-ingred it at $12,000 and I started dropping down. 223 00:19:39.140 --> 00:19:43.140 And then I was like, it's free. 224 00:19:43.140 --> 00:19:47.140 And then everyone, you know, became much more memorable event. 225 00:19:47.140 --> 00:19:49.140 The book was free or was a book free too? 226 00:19:49.140 --> 00:19:50.140 The book's free too. 227 00:19:50.140 --> 00:19:51.140 So the course is free. 228 00:19:51.140 --> 00:19:52.140 The book's free on my podcast. 229 00:19:52.140 --> 00:19:56.140 So on the game, I have, I actually also made my offers book free as well. 230 00:19:56.140 --> 00:19:59.140 Just because people are like, Alex makes his money on the $2 of the book. 231 00:19:59.140 --> 00:20:05.140 So I just dispel the myths, offers and $100 million leads are both on my podcast. 232 00:20:05.140 --> 00:20:07.140 In sequence, you can just listen to them straight through. 233 00:20:07.140 --> 00:20:08.140 Wow. 234 00:20:08.140 --> 00:20:10.140 But if you wanted to all together in a physical book, you got to pay for it. 235 00:20:10.140 --> 00:20:13.140 Yeah, if you want to pay for it, yeah, I mean, if you, physical books cost money to print and ship. 236 00:20:13.140 --> 00:20:14.140 Right. 237 00:20:15.140 --> 00:20:17.140 But otherwise, people give you free on your podcast. 238 00:20:17.140 --> 00:20:18.140 Right. 239 00:20:18.140 --> 00:20:19.140 And we have to just... 240 00:20:19.140 --> 00:20:20.140 And the course is on my site with no update. 241 00:20:20.140 --> 00:20:22.140 You don't even have to opt in for it. 242 00:20:22.140 --> 00:20:23.140 You can just have it. 243 00:20:23.140 --> 00:20:27.140 And so what I will say this, you might find this interesting, is that... 244 00:20:27.140 --> 00:20:31.140 It's always the scariest thing in terms of giving, like giving is always scary. 245 00:20:31.140 --> 00:20:35.140 No matter how much you have, whatever it is, like if you work really hard on something, 246 00:20:35.140 --> 00:20:39.140 there's a part of you that wants to monetize it, right? 247 00:20:39.140 --> 00:20:40.140 It's just, it's innate to us, right? 248 00:20:40.140 --> 00:20:41.140 You want to get something back. 249 00:20:41.140 --> 00:20:44.140 And so that's why it's so hard to delay gratification for such a long period of time. 250 00:20:44.140 --> 00:20:47.140 But it's also what will make you stand out in a marketplace of takers. 251 00:20:47.140 --> 00:20:52.140 And so that was what I have consistently... 252 00:20:52.140 --> 00:20:55.140 I mean, I've preached this message of just give, give, give, 253 00:20:55.140 --> 00:20:57.140 and you will be able to grow faster than you can imagine. 254 00:20:57.140 --> 00:21:04.140 And the event was probably the largest demonstration of that that I could do. 255 00:21:04.140 --> 00:21:08.140 And what has now happened since then is, you know, we're number one in business on Spotify. 256 00:21:08.140 --> 00:21:11.140 We're, you know, we're 19 in all podcasts. 257 00:21:11.140 --> 00:21:16.140 From doing that, we get a, you know, 150,000 unique views a day on my site. 258 00:21:16.140 --> 00:21:17.140 Wow. Because the course is free. 259 00:21:17.140 --> 00:21:19.140 It's here in Transyl People's Share it. 260 00:21:19.140 --> 00:21:22.140 And that's the thing, people share the podcast because they got value from it. 261 00:21:22.140 --> 00:21:27.140 And they know that they, you know, it's a 20-hour book, I think, on an audible, audible fix the prices for that. 262 00:21:27.140 --> 00:21:31.140 But like, it's, but because there's intrinsic value, people will share it. 263 00:21:31.140 --> 00:21:35.140 And I think it's, that's the thing is, people give away free fluff that sucks 264 00:21:35.140 --> 00:21:39.140 because they spend no time on it. And then people consume it realize it's junk 265 00:21:39.140 --> 00:21:41.140 and then associate that junk with the person. 266 00:21:41.140 --> 00:21:45.140 And then say you have a junk brand because I have associated you with the one thing that I've consumed from you. 267 00:21:45.140 --> 00:21:50.140 And so despite the fact that your customer is only going to be 1% of the people that you ever advertise to 268 00:21:50.140 --> 00:21:52.140 or less, your reputation is made by the 99. 269 00:21:52.140 --> 00:21:53.140 Wow. 270 00:21:53.140 --> 00:21:57.140 And so if you want to control the reputation that you have, then you didn't give away more stuff. 271 00:21:57.140 --> 00:22:02.140 And in a world where trust is going to continually decrease in the amount of information 272 00:22:02.140 --> 00:22:05.140 and content is going to only increase with AI and things like that, 273 00:22:05.140 --> 00:22:10.140 I believe that personal brands and trust and authority are going to be increasingly important. 274 00:22:10.140 --> 00:22:14.140 I think that more companies will have celebrity partners in order to gain trust 275 00:22:14.140 --> 00:22:18.140 because cost to acquire customer's own paid ads has gone up 100% in a very short period of time. 276 00:22:18.140 --> 00:22:23.140 When you have, when you have CAC, so cost to acquire customer increasing at that rate, 277 00:22:23.140 --> 00:22:27.140 you have to have something that is going to counteract that. And that's what brand is. 278 00:22:27.140 --> 00:22:29.140 And so brand has never been more important than it is today. 279 00:22:29.140 --> 00:22:31.140 And I think we'll only increase in importance. 280 00:22:31.140 --> 00:22:34.140 And so this was a brand play. 281 00:22:34.140 --> 00:22:35.140 That's incredible. 282 00:22:35.140 --> 00:22:37.140 And so yeah, we still know, we saw 190,000 copies so far. 283 00:22:37.140 --> 00:22:38.140 Hold on. 284 00:22:38.140 --> 00:22:39.140 The first one. 285 00:22:39.140 --> 00:22:40.140 We can have two weeks. 286 00:22:40.140 --> 00:22:41.140 Yeah, 10 days or 11 weeks. 287 00:22:41.140 --> 00:22:42.140 Wow, man. 288 00:22:42.140 --> 00:22:43.140 Yeah. 289 00:22:43.140 --> 00:22:44.140 19,000 is crazy, man. 290 00:22:44.140 --> 00:22:45.140 Yeah. 291 00:22:45.140 --> 00:22:46.140 With no 1000 pack bundles. 292 00:22:46.140 --> 00:22:47.140 It's amazing. 293 00:22:47.140 --> 00:22:48.140 Yeah, it's inspiring. 294 00:22:48.140 --> 00:22:55.140 What are the, how many pieces of content do you put out a day on all social media platforms right now? 295 00:22:55.140 --> 00:22:56.140 We put 300 a week out. 296 00:22:56.140 --> 00:22:57.140 300 a week. 297 00:22:57.140 --> 00:22:58.140 Yeah. 298 00:22:59.140 --> 00:23:04.140 And if you could go back to two years ago and you only had 10,000 followers. 299 00:23:04.140 --> 00:23:05.140 Yeah. 300 00:23:05.140 --> 00:23:09.140 To now you have 5 million on all platforms in two years. 301 00:23:09.140 --> 00:23:16.140 What would you say to your younger self two years younger about the path to getting here? 302 00:23:16.140 --> 00:23:18.140 The honest truth, I wouldn't say anything, so I wouldn't want to mess with anything. 303 00:23:18.140 --> 00:23:19.140 I wouldn't really. 304 00:23:19.140 --> 00:23:21.140 It's like that's the real real. 305 00:23:21.140 --> 00:23:24.140 Do you think you can get there by posting less? 306 00:23:25.140 --> 00:23:28.140 No, I think the volume, the volume is, you know, quantity creates quality. 307 00:23:28.140 --> 00:23:32.140 Like you learn, you learn how to do things better by doing more of it. 308 00:23:32.140 --> 00:23:36.140 And so I've, I've wholeheartedly embraced that, that perspective when it comes to making content. 309 00:23:36.140 --> 00:23:44.140 But I do believe that it's not just, like, because there are people who will post every single day and they get zero engagement, et cetera. 310 00:23:44.140 --> 00:23:46.140 You're not learning from it, right? 311 00:23:46.140 --> 00:23:47.140 You need feedback. 312 00:23:47.140 --> 00:23:48.140 You still need feedback. 313 00:23:48.140 --> 00:23:49.140 You need to take the feedback from the market. 314 00:23:49.140 --> 00:23:52.140 And ideally, you can also have feedback from people who know more than you. 315 00:23:52.140 --> 00:23:59.140 And so you use those two feedback mechanisms and the fact that you can make the feedback loop, the fact that you'll learn and change your behavior and get better. 316 00:23:59.140 --> 00:24:06.140 And so you want to do tons of volume with tons of feedback because the quality is better than quantity. 317 00:24:06.140 --> 00:24:08.140 But you only get quality through quantity. 318 00:24:08.140 --> 00:24:11.140 And the only thing better than that is quantity with quality. 319 00:24:11.140 --> 00:24:12.140 Correct. 320 00:24:12.140 --> 00:24:13.140 Then you really start there. 321 00:24:13.140 --> 00:24:18.140 Yeah. And then you get, you get wild in terms of all the different platform distribution. 322 00:24:18.140 --> 00:24:21.140 Yeah, it's been a, it's been a super fun ride. I'm very proud of the book. 323 00:24:21.140 --> 00:24:22.140 Yeah, it's great, man. 324 00:24:22.140 --> 00:24:27.140 I know that there's nothing else that I could have done to make the book better at my current level, maybe in two years. 325 00:24:27.140 --> 00:24:28.140 Right. 326 00:24:28.140 --> 00:24:29.140 I might have been able to. 327 00:24:29.140 --> 00:24:30.140 I wrote it. 328 00:24:30.140 --> 00:24:32.140 I did 19 drafts at four, four rewrites. 329 00:24:32.140 --> 00:24:35.140 I did six hours a day for two years. 330 00:24:35.140 --> 00:24:36.140 That's great. 331 00:24:36.140 --> 00:24:39.140 So I worked from, I worked from six to noon every day. 332 00:24:39.140 --> 00:24:40.140 On the book. 333 00:24:40.140 --> 00:24:41.140 On the book. 334 00:24:41.140 --> 00:24:43.140 And then unless you were here doing an interview with me. 335 00:24:43.140 --> 00:24:44.140 Of course. 336 00:24:44.140 --> 00:24:49.140 In the afternoon, my afternoon is when I do my meetings and take calls and do the remainder of my actual drop. 337 00:24:49.140 --> 00:24:50.140 Right. 338 00:24:50.140 --> 00:24:53.140 The only thing that I would add to this conversation right here. 339 00:24:53.140 --> 00:24:57.140 I'm sure there's a lot more but the things popping out for me is people could hear that and say, 340 00:24:57.140 --> 00:25:01.140 okay, you could keep working on this for another two more years until it's perfect. 341 00:25:01.140 --> 00:25:06.140 Because you said, I like what you said is you put it out at the current level that you're at. 342 00:25:06.140 --> 00:25:08.140 You couldn't have done anything else. 343 00:25:08.140 --> 00:25:11.140 The way you're at right now, maybe in two to four years, you would have been, 344 00:25:11.140 --> 00:25:13.140 I could have changed this a little bit. 345 00:25:13.140 --> 00:25:15.140 I think a lot of people get hung up on that. 346 00:25:15.140 --> 00:25:16.140 They wait, wait, wait, wait. 347 00:25:16.140 --> 00:25:17.140 That's not ready yet. 348 00:25:17.140 --> 00:25:18.140 Yeah. 349 00:25:18.140 --> 00:25:22.140 And this isn't ready for yourself 10 years from now, right? 350 00:25:22.140 --> 00:25:25.140 It's not as good as it could be in 10 years writing it. 351 00:25:25.140 --> 00:25:26.140 Yeah. 352 00:25:26.140 --> 00:25:29.140 But it is as good where it is right now for your current self. 353 00:25:29.140 --> 00:25:34.140 And I think people need to learn how to also ship quality with what they can do it now. 354 00:25:34.140 --> 00:25:35.140 Yeah. 355 00:25:35.140 --> 00:25:36.140 And not just wait forever. 356 00:25:36.140 --> 00:25:43.140 I think a lot of people hide under the guise of perfectionism when it's really just laziness and fear. 357 00:25:43.140 --> 00:25:45.140 So the reality is they're like, it's not ready yet. 358 00:25:45.140 --> 00:25:47.140 But they're working on it three hours a week. 359 00:25:47.140 --> 00:25:49.140 They're not going all the way and obsessing about it. 360 00:25:49.140 --> 00:25:54.140 So I mean, like, I think the whole, like, it's tension between two extremes, right? 361 00:25:54.140 --> 00:25:58.140 You've got the MVP between a minimum viable product, ship it as fast as you can. 362 00:25:58.140 --> 00:26:01.140 If you are proud of your first product, it sucks. 363 00:26:01.140 --> 00:26:02.140 Right? 364 00:26:02.140 --> 00:26:06.140 And you have Apple that ships in your product every three years. 365 00:26:06.140 --> 00:26:09.140 And they really only have four products then built a $3 trillion dollar company. 366 00:26:09.140 --> 00:26:12.140 So we're on this continuum, do you lie? 367 00:26:12.140 --> 00:26:17.140 And I think it's learning the right, it's honestly probably matching your personality to the work that you do. 368 00:26:17.140 --> 00:26:19.140 But regardless, work has to be done. 369 00:26:19.140 --> 00:26:27.140 And so I can say this is like, if you work on something for six hours a day, every single day, and you truly work on it. 370 00:26:27.140 --> 00:26:29.140 When I say work, I mean, like you set a timer. 371 00:26:29.140 --> 00:26:32.140 And when you step away or you look at your phone, you stop the timer. 372 00:26:32.140 --> 00:26:39.140 When you use six hours of actual work on something every single day, you will know the things that you could do to make it better. 373 00:26:39.140 --> 00:26:45.140 And if you do all of those things, and the difference is, is being very clear on the problem definition. 374 00:26:45.140 --> 00:26:46.140 So that's okay. 375 00:26:46.140 --> 00:26:49.140 So this might round out this whole conversation. 376 00:26:49.140 --> 00:26:55.140 If you really clear about the problem that the product, if we're talking about making a product, is supposed to solve. 377 00:26:55.140 --> 00:27:01.140 And so I could then of course write a whole book on sales, and I could write a whole book on monetization. 378 00:27:01.140 --> 00:27:04.140 So then the scope would then change. 379 00:27:04.140 --> 00:27:09.140 So you have to be ruthless with the problem definition of the scope of whatever thing that you're trying to solve is. 380 00:27:09.140 --> 00:27:15.140 But then within that very narrow line, is this everything I can do in this tiny little sliver? 381 00:27:15.140 --> 00:27:17.140 If it's everything that I can do, then you can chip it. 382 00:27:17.140 --> 00:27:21.140 And so I think that's the, like you're not going to create the everything solution. 383 00:27:21.140 --> 00:27:24.140 You're not going to create HubSpot CRM when you're a coder in your basement. 384 00:27:24.140 --> 00:27:29.140 But you can probably create an auto responder that works exceptionally well. 385 00:27:29.140 --> 00:27:31.140 And so do that. 386 00:27:31.140 --> 00:27:32.140 Just do that. 387 00:27:32.140 --> 00:27:33.140 Don't add the other dude. 388 00:27:33.140 --> 00:27:36.140 Just make that one of my favorite stories about product iteration was drag notation. 389 00:27:36.140 --> 00:27:37.140 Do you know dragon? 390 00:27:37.140 --> 00:27:38.140 Way back in the day. 391 00:27:38.140 --> 00:27:39.140 Like 90s. 392 00:27:39.140 --> 00:27:40.140 Right. 393 00:27:40.140 --> 00:27:41.140 And so you got it. 394 00:27:41.140 --> 00:27:42.140 You got a headset. 395 00:27:42.140 --> 00:27:43.140 And you would talk. 396 00:27:43.140 --> 00:27:44.140 And it would type. 397 00:27:44.140 --> 00:27:46.140 And this was like a CD whole thing. 398 00:27:46.140 --> 00:27:47.140 I remember this now. 399 00:27:47.140 --> 00:27:53.140 And they got a loud it praised by like tech magazine or crunch or whatever it is. 400 00:27:53.140 --> 00:27:55.140 For dragon 2.0. 401 00:27:55.140 --> 00:27:59.140 And in dragon 2.0, they literally added zero new features. 402 00:27:59.140 --> 00:28:01.140 They just made it work better. 403 00:28:01.140 --> 00:28:05.140 And I think that is like the spirit of true product innovation is that. 404 00:28:05.140 --> 00:28:07.140 A lot of people think they need more bells and whistles. 405 00:28:07.140 --> 00:28:12.140 But if you just fulfilled the first promise that you made and really did it and did it better, 406 00:28:12.140 --> 00:28:16.140 then you can make 10 times more money by doing something twice as well. 407 00:28:16.140 --> 00:28:18.140 Because it's just how much better. 408 00:28:18.140 --> 00:28:19.140 Like if I said more efficient. 409 00:28:19.140 --> 00:28:20.140 Yeah. 410 00:28:20.140 --> 00:28:23.140 If I can, if I said I can get you customers, I don't need to also hire your stat. 411 00:28:23.140 --> 00:28:26.140 If I can just do that. 412 00:28:26.140 --> 00:28:27.140 I fulfilled my promise. 413 00:28:27.140 --> 00:28:31.140 And this book specifically only sits between somebody who doesn't know you exist. 414 00:28:31.140 --> 00:28:33.140 And someone says they're interested in what you have to sell. 415 00:28:33.140 --> 00:28:35.140 That's it. 416 00:28:35.140 --> 00:28:38.140 As soon as someone says I would like to find out more, that book is done. 417 00:28:38.140 --> 00:28:42.140 Everything that that 280 pages is to get you from. 418 00:28:42.140 --> 00:28:43.140 I don't know who you are. 419 00:28:43.140 --> 00:28:45.140 I'm interested to find out more. 420 00:28:45.140 --> 00:28:47.140 I would like to consider buying your stuff. 421 00:28:47.140 --> 00:28:50.140 Which is why the sub headline is how to get strangers to want to buy your stuff. 422 00:28:50.140 --> 00:28:53.140 Not to get them to buy your stuff to buy your stuff of sales. 423 00:28:53.140 --> 00:28:54.140 Yeah. 424 00:28:54.140 --> 00:28:55.140 And that's the third book. 425 00:28:55.140 --> 00:28:57.140 Stay tuned for that. 426 00:28:57.140 --> 00:28:59.140 They can get the book for free in your podcast. 427 00:28:59.140 --> 00:29:03.140 You have a course on your site, acquisitions.acquisition.com. 428 00:29:03.140 --> 00:29:04.140 They can follow you everywhere. 429 00:29:04.140 --> 00:29:05.140 We're mosey. 430 00:29:05.140 --> 00:29:07.140 If you love hard copies, you can go to shop. 431 00:29:07.140 --> 00:29:08.140 That acquisition.com and grab a hard copy. 432 00:29:08.140 --> 00:29:09.140 I would get this. 433 00:29:09.140 --> 00:29:10.140 Get a few copies for a sure. 434 00:29:10.140 --> 00:29:12.140 It's pretty, right? 435 00:29:12.140 --> 00:29:13.140 It's on. 436 00:29:13.140 --> 00:29:14.140 Where can they get the hard copy? 437 00:29:14.140 --> 00:29:15.140 What's on Amazon too? 438 00:29:15.140 --> 00:29:16.140 It's on Amazon. 439 00:29:16.140 --> 00:29:17.140 Yeah. 440 00:29:17.140 --> 00:29:18.140 I think paperbacks are in the hard back. 441 00:29:18.140 --> 00:29:19.140 If you like hard backs, I have shop.acquisition.com. 442 00:29:19.140 --> 00:29:20.140 Shop.acquisition.com. 443 00:29:20.140 --> 00:29:23.140 I'm sure if you just go to the site where they can see you. 444 00:29:23.140 --> 00:29:25.140 I'm sure you're $2.99 in books. 445 00:29:25.140 --> 00:29:26.140 Exactly. 446 00:29:26.140 --> 00:29:35.140 If people are business owners that are looking to be a part of your portfolio, I'm sure they can go to acquisition.com. 447 00:29:35.140 --> 00:29:39.140 And they can learn more and apply and see what's going on there. 448 00:29:39.140 --> 00:29:42.140 And business owners, it's just for absolute clarity. 449 00:29:42.140 --> 00:29:44.140 It's really like if you're doing two million or more in profit. 450 00:29:44.140 --> 00:29:45.140 Yeah. 451 00:29:45.140 --> 00:29:48.140 And we have actually narrowed our focus a little bit more to brick-and-mortar chains. 452 00:29:48.140 --> 00:29:52.140 So we've just crushed all the brick-and-mortar chains that we have invested in. 453 00:29:52.140 --> 00:29:53.140 And so we are smart. 454 00:29:53.140 --> 00:29:54.140 We are at least for two years. 455 00:29:54.140 --> 00:29:55.140 It's also what you know best of. 456 00:29:55.140 --> 00:29:56.140 You did brick-and-mortar. 457 00:29:56.140 --> 00:29:57.140 Yeah. 458 00:29:57.140 --> 00:29:58.140 I mean, if you're speaking into it. 459 00:29:58.140 --> 00:29:59.140 You've done gyms. 460 00:29:59.140 --> 00:30:00.140 Yeah. 461 00:30:00.140 --> 00:30:01.140 We've done a lot of hard copies to do. 462 00:30:01.140 --> 00:30:02.140 We're teeth whitening. 463 00:30:02.140 --> 00:30:08.140 If you have a health or a beauty, I call it body services. 464 00:30:08.140 --> 00:30:09.140 Anything. 465 00:30:09.140 --> 00:30:10.140 Tennis salon. 466 00:30:10.140 --> 00:30:11.140 Yeah. 467 00:30:11.140 --> 00:30:12.140 Exactly. 468 00:30:12.140 --> 00:30:16.140 Tattoo removal, laser skin, hair removal. 469 00:30:16.140 --> 00:30:19.140 That kind of stuff like that is our, that is our jam. 470 00:30:19.140 --> 00:30:20.140 There you go. 471 00:30:20.140 --> 00:30:21.140 Yeah. 472 00:30:21.140 --> 00:30:22.140 That is our jam. 473 00:30:22.140 --> 00:30:23.140 They'll reach out to you. 474 00:30:23.140 --> 00:30:24.140 They can message you. 475 00:30:24.140 --> 00:30:25.140 They can go on acquisition.com. 476 00:30:25.140 --> 00:30:26.140 Get a few copies of the book. 477 00:30:26.140 --> 00:30:27.140 I think this is really inspiring. 478 00:30:27.140 --> 00:30:28.140 I love this stuff. 479 00:30:28.140 --> 00:30:32.140 You know, I've been doing a lot of this for the last 10, 15 years on myself. 480 00:30:32.140 --> 00:30:37.140 And I went through this and I was like, oh, there's actually some stuff that I didn't really start to apply even better. 481 00:30:37.140 --> 00:30:42.140 Even though I've, you know, mastered to a certain level, there's so many different things that I was pulling out from. 482 00:30:42.140 --> 00:30:43.140 I was like, okay, cool. 483 00:30:43.140 --> 00:30:46.140 I can still like an artist here, here, here, here. 484 00:30:46.140 --> 00:30:47.140 Control X. 485 00:30:47.140 --> 00:30:48.140 Yeah. 486 00:30:48.140 --> 00:30:49.140 This is really smart. 487 00:30:49.140 --> 00:30:50.140 Yeah. 488 00:30:50.140 --> 00:30:53.140 So it doesn't matter if you're a beginner or if you're, you know, got a big business. 489 00:30:53.140 --> 00:30:55.140 You're going to learn something from this and make sure to get a few copies. 490 00:30:55.140 --> 00:30:57.140 Give them to friends. 491 00:30:57.140 --> 00:30:59.140 I can't wait for the next one. 492 00:30:59.140 --> 00:31:02.140 I can't wait to have you back on in the future soon. 493 00:31:02.140 --> 00:31:03.140 Grateful for you, Alex. 494 00:31:03.140 --> 00:31:04.140 Thank you for being here.