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So you want to make money online, but you don't want to feel icky or sleazy to the people who know

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and love you when you ask them to give you money. So there's a good way to do it and there's a bad

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way to do it. The good news is I can show you step by step how I got my first 20 clients posting on

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social media for my personal training business a decade ago and have continued to use that in each

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company going forward. How you can build brand and goodwill at the same time. And this is a sneak

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preview from my upcoming book, $100 million leads, which you can check out at acquisition.com for

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slash leads. So there was a friend of mine a while back who had a podcast that blew up like early

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days podcasts like it skyrocketed it and very quickly he had millions of downloads and his business

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started to grow a lot and it was almost 100% from people who were listening to his podcast and so

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he realized he made an ask during one of his podcasts he made a lot of money and what happened was

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he learned the wrong lesson. He thought when I make an ask I make more money and so what I'll do

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is I'll just make more asks and so he did make more asks and he then made a little bit more money

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and then he continued to make less and less and less until eventually his listenership dropped

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and dropped and dropped and so then it got to the point where he didn't even feel like making them

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anymore right because it wasn't worth it because he had lost the goodwill of his audience and so

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the key point I'm going to talk about today is mastering the gift to ask ratio. Now you obviously

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have to have an audience which I talk about at length in 100% of the leads and other content that I

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make so I'm not going to get into that part I'm just going to talk about mastering how much to give

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versus how much to ask. GaryVee popularized the whole concept jab jab jab right hook right

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which is the idea of giving giving giving and then asking right not take but ask. The good news is

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that this ratio has been incredibly well studied why because the biggest media companies in the world

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want to be able to ask on their platforms as much as seemingly possible without losing

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viewership listenership audience on television for every 47 minutes of content there's 13 minutes

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of advertising all right so you think about that as it's almost like a three to one ratio between

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how many ads three and a half to one between how many ads there are and how much content there is

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if you look on Facebook Facebook it's every four posts there's one ad right so four and then one

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what I want to do is give you my slight tweak on the give give give ask concept instead of give give

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give ask I'd like to just change it to give until they ask you you can just consistently give

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and give and give and then only when someone reaches out to you to say hey how can I found out more

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how can I work more closely with you how can you do this can you help me out etc only then do you

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and my personal preference here is actually to give in public and sell in private whenever you give

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you deposit goodwill into the audience right and it basically precedes reciprocity because

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from a persuasion perspective if you give someone something first they're far more likely to

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comply with your request later right and so the idea is that you force people to get

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favors from you at scale by providing good stuff that builds goodwill that later when you do

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make an ask many people feel obligated just through social construct to comply when someone helps

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us we feel indebted to them we want to help them back right that's how society works but with

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media we can do that at scale you can gain goodwill and provide value to millions of people at once

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but then it all funnels back to one person and that's why it's so powerful and it's free

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when you do it that way your brand consistently is reinforced publicly and you continue to grow and

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expand it will force you to keep that content amazing so that you continue to reinforce your

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reputation hey roco guys are you a business owner or you want to start a business while the

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first thing that any business owner needs is someone to sell their stuff to and I spent the last

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decade getting proficient at advertising to the point that right now I have a 36 to one return

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on advertising meaning for every dollar I put in I get 36 dollars back and I spent two years

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and two thousand hours writing 19 drafts of my next book 100 million dollar leads where I share

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everything that I've learned for you bow free and if that sounds at all interesting go to

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acquisition.com for slash leads to register for the event it's absolutely free everyone's invited

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it's virtual I'll see you there if you consistently give and give and give then what happens is your

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audience compounds and this is something that I didn't understand for a long time was that the

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audience is the asset not the content you make so when I make a video and then it disappears in

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three days on my newsfeed what that one piece of content is it got me 300 more people to start

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seeing my stuff and then they permanently enter the audience provided I don't ask too much too

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frequently in the beginning it'll be really small and if you can hold off and you keep giving you keep

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giving you keep giving you eventually never even have to ask publicly because instead of asking you

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just start getting transparently this is something that I've now personally experienced and I was

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like I don't know but you know what I'll give it a shot let's just see if I can make a bunch of

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business content and see if that will attract one million five million ten million dollar profit per

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a year businesses not revenue profit so that I can invest in them and help them grow and it turns out

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it did now there's two ways that asks work in content and so I want you to think of your asks as

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commercials you're interrupting your own content with a commercial about your stuff an integrated

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approach would be like during the content like hey if you want to learn more about this stuff go at

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a hundred million dollar leads and you can go check it out it's as cheap as I can put it on Amazon

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with them still considering it a book which I think is one ninety nine because it's so much thicker

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than my first book they wouldn't let me put it at ninety nine sets there's too many images inside

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of it so that would be an example of an integration it's natural it comes up as you're talking

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and then you can point to it and you get back to what you're saying integrations work better for

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long-form content PDFs books videos podcasts logposts those are all things that lend themselves to

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integrating in very small percentages of the total amount of time it takes someone to consume something

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for example if I made an integration and I started with a minute about something valuable and then

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I spend five minutes in the middle talking about my thing and then I spend two minutes on the end

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you still need to keep the ratio of minimum three to one because remember televisions 13 minutes to

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47 right for a 60-minute slot in terms of commercials so that's the max and so for me I would rather be

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at like ninety eight percent give two percent ask the other way is intermittent which means in

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between things intermittent is typically better for short-form platforms if you have 10 Instagram posts

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or 10 TikTok reels on the 11th one you make one that's a little bit more about your credit repair

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services that you offer or your national lawn care franchise that you have franchise opportunities

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for people to buy into right whatever it is and then you go right back to the pre-programmed show

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it's even harder because if you're doing multiple posts a day I wouldn't do more than

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three percent so once or twice a month one post that feels reasonable and you're not going to lose

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audience and so fundamentally the actual cost of the commercial is not money but goodwill

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how much of my audience am I losing by making this ask I though to be clear I always want to

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under-ask my audience personally so if you're new to making content now hopefully you've been using

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social media if you haven't been so using social media then what I say what I'm about to say doesn't

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apply but if you've been using it like a person so like you post on Instagram like when you go out

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with the boys or whatever like you use it like a user might use it right believe it or not you've

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actually been providing value to certain people for an extended period of time and so you actually

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do have a decent amount of goodwill and I wouldn't normally say this but I think there's some

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element that I can appreciate of if you took an action and you get immediately reinforced for

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taking it then you'll believe that this could actually work for you if you make your first post

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what I would just call like a declaration of business which is just saying like hey you know

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you guys have maybe been following me for a while you might know me you might not from personal

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from college from work from out of the bars this is what I'm doing with my life now and I would

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love to give you guys something for free that would benefit you and if that sounds cool awesome if

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not keep following me posted more about this stuff very quick very simple and I was actually

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able to find my first public declaration of business this is April night actually coming up on

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10 years I said my decade in business how about that shit for those of you who know me you know

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two things one I am terrible with all things technological still true for example I just heard

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about Spotify a few weeks ago seriously two I love training slash nutrition and fitness more

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than well a whole lot so today is sort of special because it marks today when my love of training

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vanquished see me trying to use fancy words vanquished my fear of technology what do I mean

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for the better part of a year I've been taking part in a free personal training project that I

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would give away free personal training to anyone who's willing to give 500 to a thousand dollars

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to a cause of their choice give value for an extended period of time for a small group of people

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to prove that you know what you're doing so you can get testimonials by the way this way they

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wouldn't have to be motivated by the same thing as me but be motivated to give to their cause and

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benefit themselves when I first introduced the idea I was happily surprisingly not a positive

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board I received so almost a year from my first client I now have a website to formally show some

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of the transformation that I've gone underway using my programming and it's a formal means of

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contacting me about signing up I currently have a few slots open on my roster so drop me a quick

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note if you're interested thanks so much take a second to check out some of these ridiculous

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transformations in record time would I make this post again today probably not but I'm proud of

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the kid who did it because I had I'd given value for free to people free because they didn't pay

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me I had them pay someone else because I wanted them to value it but making that first declaration of

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business post was actually how I got my first 20 paying customers I got 20 people who message me

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because I to be fair I had always been in shape and people had known me my whole life as a guy who

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was always obsessed with fitness so it made sense that I would make that my next natural thing and

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so you provided value to people for a long period of time you can make your first post a light

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ask which is just declaration and asking for support and then you can start the business now if

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you have no content up to that point show them what you've been up to and then you can make your

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ask I would encourage you to make that first post because I think it'll show it's possible and I

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think if I can get you that first win you'll be far more likely to continue and if you're wondering

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well at what point do I fully right hook my audience and just drain it of good well real talk part

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of the game is quote leaving money on the table so let me give you an example friend of a friend

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had a tequila business that was pretty big big enough that the rock approached him to Wayne

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Johnson and the rock said I would like two thirds of your business and mind you when he did that

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that might have been a big ask I don't know they said no now fast forward years later the rock

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started his own tequila brand which is now worth six billion so they probably would have made out

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really well with that but here's the thing if the rock had done that deal at that time

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he might have actually lost out on what he ultimately made with Termana and so that means

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if someone says hey Alex can you endorse my thing if I say yes today it's probably going to be a

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bad deal for me because in two years my audience would be significantly larger and so will yours

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when you're thinking about these right hooks there's a huge time component and the thing is that

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compounding gets crazy near the end every time you decide to make the right hook if you hold it

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it could be ten or a hundred times bigger 12 months 24 months later could you imagine if two

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years ago when I started making content and I just started getting early engagement my YouTube

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videos and Instagram and people started DMing me they're like hey can you mentor me which I don't do

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if I said sure I'm going to do it I would have stopped my growth curve and I would have just

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been just another dude but by holding back and it takes a lot of self-discipline self-control and

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patience which by the way if you want the definition for me operationalizing patience is just

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figuring out what you do in the meantime you don't actually wait you just figure out what you do

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in the meantime because I am in the game of making money my goal is to always have significantly

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less supply than I have demand and I always want to keep that demand because that is the holy grail

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of what you want which is far more people who want to do business with you than you have capacity

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to do so the strongest driver of pricing power and profits is supply and demand when we make content

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what we're actually doing is artificially shifting the demand curve in our favor and the other

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side of this is that if you are the business owner you control supply and so you can inflate your

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demand in terms of the amount of people who want to work with you or buy from you and at the same

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time cut your supply and when you have that happen price goes through the roof and so do your profits

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and so for me I'm all about growing as fast as I possibly can which means you got to give as

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much as you possibly can just keep giving and people will start coming to you you'll start not even

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having to ask you'll just start getting and if you're going to ask because you need to put food on

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table which I understand then make sure for me I would be way more than the 3 to 1 ratio I'm

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more like 10 times that would be like a 30 to 1 ratio of giving to asking so I keep maximizing my growth

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and keep my brand compounding while still making a little bit of money for me because I know that

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long term the more I hold back my ask the bigger it will be if you just like that episode then you

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are going to love the free virtual event that I have for my next book 100 million dollar leads and

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before you click away listen to what I'm about to say fast forward three months from now your

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friend is using something that you didn't have access to and their business is growing another

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person post about how grateful they are that they went to the event because they're using these

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skills that they learned from the free thing that I'm going to give to only people who are there

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life and give you some context we have the tech now that we are going to scrape every single person

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who is at the event and they will be the only ones who gain access to a project that I've been working

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on for four years which means that every person who is not on the link live is not going to get it

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and I'm doing that because I know I'm going to piss off 99% of people who are not there and it's

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because the next time I say I'm going to give away something it's going to be awesome you're going

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to want to be there I want people to believe me and if you haven't taken action on it yet go to

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acquisition.com for slash leads I'll see you there