WEBVTT

1
00:00:00.000 --> 00:00:05.760
It's not universally true. It's basically my underlying conclusion on this.

2
00:00:05.760 --> 00:00:08.720
Welcome to the game where we talk about how to get more customers, how to make more

3
00:00:08.720 --> 00:00:12.560
customers, how to keep them longer, and the many failures and lessons we have learned along the way.

4
00:00:12.560 --> 00:00:18.480
I hope you enjoy and subscribe. What's going on everyone? I wanted to make a short podcast vlog

5
00:00:18.480 --> 00:00:24.640
et cetera for you because I was talking to Ed tourney the other day. He runs all of our prestige

6
00:00:24.640 --> 00:00:31.200
lab stuff. We were talking about some of the lessons that we've learned. One of the things that

7
00:00:31.200 --> 00:00:35.920
came up that really made me take a step back was one that we've all probably heard, which is

8
00:00:37.120 --> 00:00:42.000
what got you to hear isn't going to get you to there. It's the underlying assumption that you

9
00:00:42.000 --> 00:00:50.160
have to change what you're doing in order to get to where the next level. What I want to do is

10
00:00:50.160 --> 00:00:59.040
take pause on that because I think that it's not universally true. It's basically my underlying

11
00:01:00.400 --> 00:01:06.160
conclusion on this. I'll tell you where I don't think it applies and then I'll explain

12
00:01:06.160 --> 00:01:11.920
where I think it does apply. When I look at over the last however many years that we've been doing

13
00:01:12.000 --> 00:01:19.360
gym launch, the things that made gym launch successful are we market well, we sell well, and we have

14
00:01:19.360 --> 00:01:23.920
an amazing product that yields results, which then goes back to the end. We get more water mouth,

15
00:01:23.920 --> 00:01:29.920
we get higher referrals, we get easier sales, we get more dollars back for our marketing because

16
00:01:29.920 --> 00:01:36.720
each client we get refers 0.4 clients to us. All of those things and what we market is we market

17
00:01:36.800 --> 00:01:43.200
our results and that's the primary messaging that we do. When I think about the things of when I

18
00:01:43.200 --> 00:01:47.680
try to, again, be cute or try and do something that was different because I'm like, well, that's what

19
00:01:47.680 --> 00:01:51.840
got us to hear but what's going to get us to there, that's what it ends up doing is just not repeating

20
00:01:51.840 --> 00:01:58.560
successful actions. So many times myself included and some of the entrepreneurs that I look at,

21
00:01:58.560 --> 00:02:03.280
they're like, okay, well, I've been doing X to get to here. I'll give you an example. I've been

22
00:02:03.280 --> 00:02:08.400
doing outbound to get to my current business growth but I need to do something different to get to

23
00:02:08.400 --> 00:02:13.280
where I want to go. When in reality, most times, when it's a tactical thing within business, usually

24
00:02:13.280 --> 00:02:17.600
just need to do more of what you're doing to get where you want to grow, which is why or where you

25
00:02:17.600 --> 00:02:23.920
want to go, which is why that saying I think is really misleading. I think where it more readily

26
00:02:23.920 --> 00:02:30.880
applies is much, much, much higher level. And what I mean with that is it's much more along the lines

27
00:02:30.880 --> 00:02:37.440
of how you structure your business, what business opportunity you're going after. And so I think it's

28
00:02:37.440 --> 00:02:45.360
much more about being a better person, being a more evolved person, unlearning some beliefs,

29
00:02:45.360 --> 00:02:51.760
unlearning character traits. But when it comes to actions though, so many of us, at least me

30
00:02:51.760 --> 00:02:57.440
specifically, I want to change what I'm doing or I think I need to change what I'm doing to get to

31
00:02:57.520 --> 00:03:02.320
the next thing. It's like, well, this is working okay. But what if I do something else once I just

32
00:03:02.320 --> 00:03:07.360
can't tell you the amount of times my life where what it took for me to get to where I am to where I

33
00:03:07.360 --> 00:03:12.400
wanted to go was more of what I was already doing. That was it. Literally just more of what I was

34
00:03:12.400 --> 00:03:18.240
already doing. The times we're doing something different applied is when I had to make big, big

35
00:03:18.880 --> 00:03:24.160
trajectory changes in my life, which is usually when I was like kind of at an inflection point between

36
00:03:24.160 --> 00:03:32.000
businesses, between seasons in life. It was in those instances where I had to level up when I went

37
00:03:32.000 --> 00:03:38.080
from running my gyms to turning around others people's gyms. That was a big, I'm not going to do

38
00:03:38.080 --> 00:03:42.000
what I have been doing to get to where I want to go. So I'm going to do this next thing. So I'm going

39
00:03:42.000 --> 00:03:47.120
to go from B to C selling weight loss to B to B selling, getting clients. And then there was a

40
00:03:47.120 --> 00:03:51.200
point during that where I was like, I don't know if this and maybe that model could have continued

41
00:03:51.280 --> 00:03:57.760
to work. But I switched from actually flying out and doing everything where we flew out to 33 gyms

42
00:03:57.760 --> 00:04:03.360
over almost two years and turned around each of these gyms to then switching to a consultative model

43
00:04:03.360 --> 00:04:08.640
because it's just like I could help so many more gyms that way. And so that's where doing what

44
00:04:08.640 --> 00:04:12.640
you've always done won't get you to where you want to go. But I feel like it's so much more about

45
00:04:12.640 --> 00:04:18.720
being who you've always been won't get you to where you want to go rather than doing what you

46
00:04:18.720 --> 00:04:25.200
have done. Because the actions of what made me successful in each of those businesses is actually

47
00:04:25.200 --> 00:04:30.640
the same thing. We marketed well, we sold well, we had a good product. And that was exactly what I

48
00:04:30.640 --> 00:04:35.200
did with the gyms. That was exactly what I did when I was flying out to gyms. I grew almost a

49
00:04:35.200 --> 00:04:40.560
hundred percent off of word of mouth from that because I did what I said I was going to do. I said

50
00:04:40.560 --> 00:04:46.640
I was going to put a hundred people in the gym in 21 days. That was my promise. I would take

51
00:04:46.640 --> 00:04:52.160
the gym to full capacity within three weeks. And we did that again and again and again and again

52
00:04:52.160 --> 00:04:56.240
and again. And so people would tell other people and then I would just get new business. That's

53
00:04:56.240 --> 00:05:02.000
how it's supposed to work. And then again with gym launch same thing market your clients results

54
00:05:02.000 --> 00:05:09.120
which means you have to get good results. Market them hard sell well. And so what we actually did

55
00:05:09.120 --> 00:05:14.160
what it what what I was doing to go from here to get to there was actually the exact same thing.

56
00:05:14.160 --> 00:05:19.040
I was just doing it in a different vehicle and that's where I had to be a different person

57
00:05:19.040 --> 00:05:24.400
than I had been. I had to believe different things than I used to believe. But I actually my actual

58
00:05:24.400 --> 00:05:30.800
my actions themselves were the same. And so this is where I feel like I have made probably the

59
00:05:30.800 --> 00:05:38.240
the number one biggest mistake if I had to give an overarching chapter or a banner right of

60
00:05:38.240 --> 00:05:44.000
a big sign on my probably should get a big sign in my in my office that says repeat successful

61
00:05:44.000 --> 00:05:49.360
actions. If something has worked then it worked for a reason and simply do more of it.

62
00:05:51.600 --> 00:05:56.320
Hey guys real quick if you're new to the podcast I have a book on Amazon called 100

63
00:05:56.320 --> 00:06:00.320
million dollar offers that over 8,000 five star reviews and it has almost a perfect score you

64
00:06:00.320 --> 00:06:04.240
can get it for 99 cents on Kindle. The reason I bring it up is that I put over a thousand hours

65
00:06:04.400 --> 00:06:09.200
in writing that book and it's my biggest gift to our community so it's my very shameless way of

66
00:06:09.200 --> 00:06:14.160
trying to get you to like me more and ultimately make more dollars to that later on in your business

67
00:06:14.160 --> 00:06:19.200
career I can push the bar towards you. So that's my gift go check it out Amazon and back to the show.

68
00:06:21.760 --> 00:06:25.440
Right and I can't tell you I was even talked to an entrepreneur the other day who's they're

69
00:06:25.440 --> 00:06:28.720
out of a four million dollars a year and they're like I want to get you know to wear your hat and

70
00:06:28.720 --> 00:06:31.920
all that stuff and they're like so I'm thinking about it like because I feel like I've kind of

71
00:06:31.920 --> 00:06:37.600
capped this market so they said I feel like I've capped this market and I was like you're in

72
00:06:37.600 --> 00:06:41.440
weight loss you're doing four million dollars a year you feel like you've capped this market

73
00:06:41.440 --> 00:06:46.880
seriously you know what I mean like of course you haven't capped this market but it was because

74
00:06:46.880 --> 00:06:53.200
really they had capped their ability to acquire customers in a single channel and so rather than

75
00:06:53.200 --> 00:06:58.960
just think well I will just learn another channel or I'll do more of this channel they thought I'm

76
00:06:58.960 --> 00:07:02.560
going to start another business and market to my same customers right and so they thought they

77
00:07:02.560 --> 00:07:07.200
had to do more things different things sorry different things instead of more of the same thing

78
00:07:08.160 --> 00:07:13.760
to to to be successful and I keep I keep hitting at this point so many times because it's it's

79
00:07:13.760 --> 00:07:19.520
literally the thing that I've struggled most with in my whole life because I am entrepreneurial I do

80
00:07:19.520 --> 00:07:24.000
have lots of ideas Layla joked about it like I have she's like I realized that you have like a new

81
00:07:24.080 --> 00:07:28.720
idea every two days and so she used to get really stressed out and I was like hey I've got this idea

82
00:07:28.720 --> 00:07:33.360
and now she just kind of like let's me get it off my chest you know she'll bounce it back with me

83
00:07:33.360 --> 00:07:37.440
for a while and then I'll just kind of go back to my my workshop and keep tinkering with these

84
00:07:37.440 --> 00:07:41.920
ideas until eventually I'll have one where she all sun lights up and she's like I think that's a

85
00:07:41.920 --> 00:07:50.480
great idea and then we do it and so anyways the the point of this is need to be reminded more

86
00:07:50.480 --> 00:07:56.800
than we need to be taught don't be cute repeat successful actions and many times what gave you

87
00:07:56.800 --> 00:08:01.520
success in the beginning is also what will give you success in the future you just need to do it

88
00:08:01.520 --> 00:08:06.800
at a different scale right if you were the the salesman sales is working for you you just need

89
00:08:06.800 --> 00:08:12.480
to be able to do it with 10 sales people not just one and so the actions and the tactics themselves

90
00:08:12.480 --> 00:08:17.680
often you need to do more of but the who you are and the beliefs that you carry with you are the

91
00:08:17.680 --> 00:08:22.800
things that need to change at each level and so that was a delineation that I thought I told Ed

92
00:08:22.800 --> 00:08:26.240
I was like you know how to make a podcast on next I think it's really important and valuable and

93
00:08:26.240 --> 00:08:31.600
it's been a lesson that I have learned and I still continue to learn and go to church every day

94
00:08:31.600 --> 00:08:36.720
the church of business and pray that I get I continue to get focus in wisdom so they do not

95
00:08:37.760 --> 00:08:41.520
stray from the path of success and I have done this over and over again I'll give you another

96
00:08:41.520 --> 00:08:48.000
example real quick for me in 2020 one of the mistakes that I think that I made is that I I

97
00:08:48.000 --> 00:08:52.960
I focused a little bit more on on content which is ironic because this is content um but the things

98
00:08:52.960 --> 00:08:59.440
that made me successful we're not content the things that made me successful were running really

99
00:08:59.440 --> 00:09:02.640
good advertising right running really good advertising have a really well trained sales team and

100
00:09:02.640 --> 00:09:08.000
having a really amazing product that got us a viral loop on on all the marketing we had and so

101
00:09:08.000 --> 00:09:12.560
I was thinking about that and so I just recently deleted Facebook and Instagram from my phone

102
00:09:13.200 --> 00:09:16.800
I'm pretty sure it's permanent because I feel great right now not having them for the last

103
00:09:16.800 --> 00:09:21.760
however many days um just not being sucked into this whole political climate and whatnot because

104
00:09:21.760 --> 00:09:26.480
it's just like this doesn't make me money just can it let me just do do all of these thoughts that

105
00:09:26.480 --> 00:09:32.640
I have because I am on these platforms serve me no have my sales over the last year been positively

106
00:09:32.640 --> 00:09:40.160
affected by my Instagram stories or my posts no right and so I think that when it comes to content

107
00:09:40.160 --> 00:09:43.600
I think that there's two I'm just gonna I'm gonna go on this tangent hopefully find a valuable

108
00:09:43.600 --> 00:09:51.280
I think there's really two ways to do content version one is you have to do enough content

109
00:09:51.280 --> 00:09:55.680
that if someone finds you through your advertising that they think that you are legitimate and they can

110
00:09:55.680 --> 00:10:00.160
consume a little bit and be like this guy or this girl is legit right they are who they say they are

111
00:10:01.120 --> 00:10:05.600
on the other end of the spectrum is that you use content as your primary marketing method

112
00:10:05.600 --> 00:10:09.920
right and you're not running paid advertising if you're using that as your primary marketing method

113
00:10:09.920 --> 00:10:15.040
you need to do a hell of a lot more content than two days a week all right on one platform

114
00:10:15.040 --> 00:10:20.560
if you're really using content as your marketing strategy then you need to be on 10 different

115
00:10:20.560 --> 00:10:25.520
platforms you need to be publishing daily on all of them often multiple times a day and so that

116
00:10:25.520 --> 00:10:30.160
means you know a video every day on YouTube that means you know three to five articles a week

117
00:10:30.880 --> 00:10:38.160
you know of blogs that means podcasts that are different than your videos probably every day

118
00:10:38.160 --> 00:10:42.720
or you know two three days a week at minimum right but realistically if it's your main thing

119
00:10:42.720 --> 00:10:46.560
then probably every day and that's where it's one of those like well it takes massive action it

120
00:10:46.560 --> 00:10:51.760
takes violent execution to hit those types of goals and again it's not doing different it's

121
00:10:51.760 --> 00:10:56.000
doing more so if you got people from your content then it's how could I do a more content

122
00:10:56.000 --> 00:11:03.120
not different and so the biggest lesson that I have I'm remembering and I'm re-teaching myself

123
00:11:03.120 --> 00:11:08.240
is that the things that got me here have been world-class marketing world-class sales world-class

124
00:11:08.240 --> 00:11:14.960
product right that's it that's the that's the trifecta that's what we do right and doing that

125
00:11:14.960 --> 00:11:20.560
well and focusing on my attention on that and not letting anything suck me away from that and so

126
00:11:21.920 --> 00:11:25.840
I think that so like this for example if anyone's watching this like this is what I would

127
00:11:25.840 --> 00:11:30.720
consider minimum effective amount of content to show that we are we are a legitimate business

128
00:11:30.720 --> 00:11:36.160
but it is not my primary acquisition strategy and so I think I kind of I wandered away from that

129
00:11:36.160 --> 00:11:41.120
and I saw some of some of the I was like you know maybe if I just keep doing this for 10 years

130
00:11:41.120 --> 00:11:46.720
on on the other side the pay off and I just keep thinking to myself like 95% of our sales come

131
00:11:46.720 --> 00:11:51.040
from from advertising right or word of mouth but like they're they're not coming from content

132
00:11:51.120 --> 00:11:56.080
and so I was just reminded of like just repeat successful actions dummy like just do what you've

133
00:11:56.080 --> 00:12:01.440
always done don't be cute right and so I say this because I literally walk this out every day

134
00:12:01.440 --> 00:12:06.800
and I feel like most of these podcasts I make mostly for myself to remind me to keep doing the

135
00:12:06.800 --> 00:12:12.400
the right things and not get distracted with the shiny objects um but anyways I hope this

136
00:12:12.400 --> 00:12:16.320
I hope you found that valuable I hope that little anecdote made sense to you um and otherwise

137
00:12:16.320 --> 00:12:25.200
having a amazing day keep being awesome and I'll catch you on the flip side