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and coming back from a beautiful weekend in Vegas, Pirates Cove, and I wanted to talk about

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product dollar. And I want to talk about it because it is something that we as entrepreneurs do

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all the time, and a lot of us don't do it very well. And I think that the number one thing that I get

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pulled on the phone for and I get comment, you know, I get tagged in and I get DM'd is because

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people have problems and they don't know the answers, right? And so one of the biggest lessons

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that Layla and I have learned as we've grown our business is kind of the the unsexy truth about

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problems. And it's usually the really shitty obvious answer. And so what I mean by that is that

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for example, if you're trying to, you know, get leads in the door and you're like, man,

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like this campaign isn't working. It's usually not because of your Facebook bidding or because of

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the, you know, audience that you're doing or the demographics or like crazy Facebook algorithm,

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whatever, it's usually because the ad sucks, right? It's usually because the creative is not

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compelling. It's usually because the offer's not very good and the messaging isn't clear.

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As in, people just don't even know what to do next, right? Like one of the biggest things, like,

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like the biggest advice that I can give for like copy and creative and marketing is like just be

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ridiculously clear and assuming you're talking to someone who's in the third grade or less.

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Like, why is the big like, why does every single like the presidential candidate that speaks

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to the lowest dialects in terms of reading level always wins is because most people just don't give

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a lot of attention to when they're listening to and doing things. And so the clearest, simplest

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way of communicating typically works. And so it's like, man, my legion is working. I should probably

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go through this advanced Facebook course, probably not, right? Probably just need to make the ad

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better because it probably just sucks, right? And it's like, man, my page is in converting like

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what are the, what are the hacks to get the pages to work better? Right? It's like, you know,

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I got to do low times, I get it. And sure, the stuff works to board and have fast, low times,

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important to have all that stuff. But usually it's because the headline doesn't make any sense and

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it's not connected to the ad that they clicked on, right? Or it looks and feels different

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than the advertisement. Or it's connecting to something that's not congruent. And so like,

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the simple shit, right? It's the big obvious shitty truth, okay? And then let's say, for example,

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that this person magically makes the past the ad, magically opts in and then they're,

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they're scheduling, you're like, ah, my schedule rate sucks. People aren't scheduling on my

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thank you page. Well, it's probably not because the low times are because you have some fancy

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schedule. It's probably because the availability that you have is shitty, right? You get horrible

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times and it's unlikely that the person can make those times because you're only doing it to the

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30 minutes that you can do every other day. And that's not convenient, right? If for example,

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you suck at sales or your sales numbers are terrible, right? And you're like, man, I've got to,

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I've got to learn some super, super secret selling stuff. Not really. It's probably because you're

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not going through the basics of like labeling the pain, asking them why they even came in today,

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like figuring out what's been missing in their life and why the solutions they've done in the past

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didn't work, right? And then making them offer that's relatively compelling, giving them a guarantee,

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things like that that would actually get someone who's normal to say, you know what, I'm going to

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forget the fact that I just met you and I'm going to sign up, right? And then you're like, man,

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like my attention's horrible. Why are people leaving? It must be because the Facebook algorithm is

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attracting weird humans into my gym. It's like, what are your classes suck? You know what I mean?

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Or rather, they probably don't suck. They're probably just mediocre, right? And maybe everything's

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mediocre. And what I mean by that, and that might be hard to hear, but the reality is that the

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people who can hear that actually do something about it or the ones who are going to be able to win.

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And so, like, when Laila and I look at the problems that we have in our business, because believe me,

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the problems don't stop. They just get bigger and bigger because there's just more stuff on the line.

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When we look at the problems that we have, we're usually like, what's the big obvious thing?

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Like, what's the really obvious shit? Because entrepreneurs a lot of times, we don't want to face the

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fact, right? We don't want to say, what if my trainer's not that good, right? What if my sessions

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do just average, right? Because like, you're seeing people work out so you're like, it's a success.

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But on average, it just might be average. And if you're average, it's really hard to win, right?

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You're going to compete in the middle, and that's where everyone else is, and everyone else is broke.

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So you don't want to be like, right? And so then you're like, man, no one's ascending, right?

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No one's taking our upsells. No one's buying semi-private, no one's buying PT, no one's

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driving nutrition and accountability, which we branded as hybrid, but it's actually just nutrition

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and accountability. No one's buying it. Well, it's probably because the first thing they got

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wasn't that good. And they were like, well, I don't want to risk something else because this one,

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I'm not really already that satisfied with either, right? And so one of the hardest things in the

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world is just looking and being like, huh, why, what would somebody much dumber than me think

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if they looked at this, right? And if I were to ask somebody off the street, hey, no, it's coming

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to my gym. Why do you think they might be like, maybe your gym's not that good, right? But like,

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we're like, no, it can't be that. It can't be that. It must be something really advanced and

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technical and have, and have all these hairs on. It's like, no, it might just be that. And it's

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usually because simple problems have complex answers, right? And that's, and that's one of the, like,

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I think Trevor Cashy says the line, he's like, short questions have long answers. Like, what is

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the meaning of life? Very long answer, right? What is a calorie? Very long, you know, like, it's like

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there's, there's long answers sometimes to short questions. And so it's like, why are people

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leaving, right? There's a lot of facets to it. And it's usually because once you face the reality

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of the music, and you just accept responsibility for the fact that maybe just maybe the food at your

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restaurant isn't that good, then you have to go through the really hard work of examining each

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piece. One of the first things that we do, especially if we have something that worked and then

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stop working is we examine the people. So we look at the people, we pull them out, where I come.

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What was it like before when did this person start and did it start sucking afterwards? If it's a

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yes, then it's usually that person. So even if I'm like, hey, are you working the leads? Hey,

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are you following the script the way you're supposed to when you're selling people? Hey,

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are you greeting people with a smile, right? They're like, yes, of course I am because I'm supposed

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to say that. But like, are they really, right? Are they really? Well, if you're looking at the data,

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you're like, okay, everything's going fine. And then on Wednesday, last week, so and so starts,

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then all of a sudden our show rates tank. Hmm, right? We try to be reasonable and and listen to people,

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but a lot of times they're just not executing the process that already worked, right? Like, for example,

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if you were like, you were doing great with lead gen for a while, right? And then the big

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C word comes along complacency because you're like, you know what? I got this all locked. I'm going to

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move on to another part of my business to start focusing there. Cool. But then you forget to keep

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doing the things that got your lead gen so good. Maybe you're not making 10 ads a week anymore,

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you're making five, you're making three, you're making every other week, right? And all of a sudden,

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the actions that got you there stop happening. And so the results that got you there stop happening.

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Issue is that with business, a lot of times it's a delayed feedback loop, right? So you might stop

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doing some of your retention stuff that you were doing, that you were doing well. You were talking

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and members, you were reaching out to them. And then all of a sudden your gym grows and you stop

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doing those small touch points and then all of a sudden your attrition goes up and you're like,

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what happened, right? I mean, people came in, our term was fine. And then a couple of months later,

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started going up. And then the thing is is that you had good will, you were depositing into the

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relationship bank and then that good will start to getting extracted out. And then as soon as there's

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no good will left, the attrition starts spiking, right? And so when you're looking at problems in the

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business, start with the big obvious hairy one, which is probably the one you don't want to look at.

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Then look at see if there's people who have gone into that process and changed it since like since

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stats either went up or down. And like, oh, she's such a good one. Something about the final piece

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of this. Maybe it'll come back to me. But the hardest part is, is letting go of your emotion when

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you're looking in appraising your business. And I think one of the biggest insights that Laila has

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given me is she asking the question all the time. She's like, if you were your business coach,

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what would you tell you?

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Most of the nation real quick, if you are a business owner that has a big old business and wants to

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get to a much bigger business, going to $50 million plus, we would love to talk to you. And if you

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like that, and would like to hear more about it, go to acquisition.com and you can plan anywhere on

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the page and talk to one of our team and see if we can help you get there.

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And I'm like, I've said this before and I'll ask you to say it again for yourself. If you were your

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own coach, a lot of times you actually have pretty good insight into what like the nice thing is that

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you're like subconscious mind knows everything that's going on in your business. But when you take

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the perspective, right, you say like, well, if I were getting coached, I'd be like, here's my issues,

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right? And if I as the coach were hearing these things, this is what I would tell back. A lot of times

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is different than what you're actually doing. And honestly, I can't tell you, like sometimes I feel like

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I coach other people's business better than I coach my own. And sometimes I break my own rules and

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then I go ahead and I'm like, wow, that was dumb. I even coach people not to do this and I make

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the same freaking mistake. And so when you're looking at the overarching process, first look at

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the big Harry problem and accept that it probably is the big obvious one that you don't want to

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confront and there's nothing advanced. And you don't need to read another advanced copywriting workshop

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or you don't need to go to a seminar on funnels or you don't need to, you know, become a super hard

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core closer. Like you might just not be doing the basics, right? Or the person that you put in

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isn't doing the basics anymore. And that's one of the hardest parts because like the thing that

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gets you to the next level is that you solve the problem and then when you move on to the next thing,

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that thing keeps going. And that's why sometimes owning a business can feel like spinning plates,

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right? It's like, oh my gosh, as soon as I let this one down, the next are like I get this one

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spinning the next one breaks or whatever it is, right? And the hardest part, if you think about

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businesses of pipeline, which I'd encourage you to do, you have to make it all the way through to

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the end without anything dipping before you can come back to the beginning. So what I mean by that

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is that you have to have lead generation unlock. You have to have nurture unlock. I mean, meaning the

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schedule they show. You have to have sales unlock. So you're closing at a high percentage and a high

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average ticket, right? You have to have your retention unlock. People are staying. Turn is going

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down or staying the same, right? And the ascension, when you make internal plays and when you have

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upsells for nutrition, for accountability, for semi-private training, whatever it is,

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that people at a fixed percentage continue to take them, right? And then when you get all the way

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to the end and nothing else has fallen, that is how you scale. Because then at that point, you go

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all the way back to the beginning and you say, all right, I worked my way all the way through

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this pipeline, right? And nothing broke with 10 leads a day, with 15 leads a day, whatever it is,

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right? I wonder if we can do the same thing at 50 leads a day. And then everything fucking breaks

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again. And I promise you that this cycle literally never ends. And so if you're wondering, like,

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if the business problems that you have will end, they never will. So let me just like get you out of

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that mindset. But you have to take them one at a time. And you have to usually confront the big

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obvious thing, which is that the fundamentals usually just aren't being done. It's really it.

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Like when I look at other people's businesses, it's usually the fundamentals. And I'm not even talking

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like, I'm not even talking gyms. I'm talking like, I can still look at other business owners who are

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10, 20, 30, whatever million. And they'll ask me advice on whatever I'm like, are you doing this?

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And they're like, I'm not sure. I'm like, you should probably check. Because this is probably not

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and then they call me back and they're like, dude, oh my god, it was a mess. I went in there.

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They were doing any of the stuff that we had that I taught them. And it's like, it's usually that.

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It's usually the big obvious thing. And it sucks. It like really sucks. But this is what we sign

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up for. You know what I mean? It's that we're trying to get this machine to work and work consistently.

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Right? And so first start of the problem. Then go to the person. And then then only those things.

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If you really feel like you've done all of those things and you have people consistently executing,

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then you can look at the process and see if you want to redefine it. But only do that. Once you've

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been able to consistently get all of the other pieces in place. And usually you need to do that first.

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And those little processes that you like tweaking because you're not performing like fucking with

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things. Actually don't need to be changed. I can't tell you the amount of times that like I can

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usually tell if someone's like more successful like successful just from like an initial conversation

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because of how willing they are to break shit. Right? Like the people who are more consistent

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make more money. They continue to rinse and repeat until they are bored to death.

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And then they keep going and doing it again. Because honestly that's what it is. Like marketing is

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new. Business is better. Right? You don't want to market better because better doesn't sound

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very good. New sounds good. New and different is what brings people in. But the same and getting

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better at doing the same thing is what makes businesses better. And so it's one of those hard

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dichotomies as an entrepreneur because we are usually promoters. Like we're making big white

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things, the tracking attention, etc. But like the thing that we are usually selling just needs to

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improve. And that's it. And that's not sexy. And that takes one percent improvements. That takes

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looking through recordings of salespeople and listening to whether they're labeling the pain,

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listening to whether they're asking for the sale, listening to whether they overcame obstacles

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and actually tried. Right? It's like, are they actually making the calls? It's looking through

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their phone record to see how many calls a day they were making. Right? It's looking inside of

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your trainers. If you have a platform for the trainer to text or they're writing handwritten

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cards, then make sure that they're actually doing it. Right? Looking to make sure that the phone

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that you have at the gym where you record all of your ads on a regular basis is actually full

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in being done. Right? It's just looking. And most people don't do that because they're too busy

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being lifestyle entrepreneurs and taking pictures on Instagram about how successful they are.

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So don't be those people. And I hope that makes sense in terms of problem solving from an approach.

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It's usually the big ugly one. And it's usually the one you need to tackle. Look at the person.

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If you're a hundred percent positive of the person, then look at the process. Usually you don't

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need to do that. And then the thing that gets you to scale is to do each of those five things and

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do them and maintain them so that you can go right back to the beginning and break it all over again

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as you scale. So there's hope. Hope you guys have an amazing Monday. That was something

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I was on my mind that I figured out. Share because it's the number one thing that I get

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message about is the little problems that are obvious that no one wants to look at.

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And so just be your own coach. Tell yourself what you would tell someone else who told you this.

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Pretend another gym owner has to see the same questions. Usually you'll have the right answer.

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But anyways, drop a like. Drop a comment. Drop a if you're in the podcast and you're listening.

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Please drop a review. We always appreciate reviews. And have an amazing day. Keep being awesome

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and keep grinding because we're all in the together. So let's love and I'll see you soon.