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This piece of content has been kind of percolating and today felt like the day to make it.

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So I'm calling this why you shouldn't make content and I've made one other piece of content

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that it's dripping in irony as I'm making content about why you should make content.

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But this is why I don't, I recommend most people don't make content and I think, especially in our space for fitness,

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it's like everyone wants to be an influencer and I think the reality is, and that's why the people that I have in,

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you know, all of our gym lunch and gym lords don't, I advise them to not really make content

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because I don't think the ROI on the time for them is necessarily there.

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And there's a couple of reasons. So first off, if you were to look at how much time it takes to prepare content

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and then make the content and then you were to look at how much ROI you're actually getting from that,

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unless you have massive distribution, there's not a lot of ROI on it, right?

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Like for us, I have super high ticket, but a very small amount of customers.

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You know what I mean? I mean, in the big scheme, right?

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In fitness, you need to have a very large, very large amount of customers and in order to do that,

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you need huge distribution. If you don't have it, it takes a super, super, super long time to get there,

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A, but B, and this is the one that like no one wants to talk about, the reality is that most people really aren't good enough

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to make good content because think about how many people are going to talk about, like Kido is bad, Kido is good,

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high carbs are bad, high carbs are good, like countercalories, you should never count calories,

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like clean eating versus not cleaning eating, IAFYM, you know, be like, there's a million ways you can cut it

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and like, none of it's new or different, you know, different or original and so like,

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it's really, really, really difficult to stand out. And so that's kind of like the first major piece,

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which is why I like, like, I heard Gary Vee say this and like for those, I'm actually a big fan of Gary Vee's,

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he was like, you know why I didn't have content for the first 15 years of my career?

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He's like, because I wasn't good at shit. He's like, I was doing the shit that got me good,

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that then allowed me to make content. He's like, but I wasn't making content for the first 15 years,

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because I didn't have, I didn't have stuff to say. I didn't have any value to provide.

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And there's so many people that I see right now, I mean, like I see all the time, especially in the internet space,

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were guys here, dude, say, yeah, like you need to make content. And so they go on and like every day,

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I did like my Facebook live challenge, I make a Facebook live every single day,

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and then like they just talk about nothing, you know what I mean, and expect,

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like, and I think that's the surest way to never be heard. I think it's the, like, people only have,

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like, you only have, for like a new prospect, you've got like 15 seconds, maybe 30 seconds,

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if it's a recommendation, to actually hook someone enough, and provide enough value, that they're like,

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I'm going to keep listening, right? And then you've got that one piece of content with,

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they're going to make adjustment of like, either I'm never going to listen to anything from this guy again,

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or I'm going to listen to the next one, right? And so you have this like super, super short win

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of time, and you don't know which one they're going to consume, which is why like my rule for content

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is like only make good shit. And if I have nothing to say for two weeks, I don't say anything for two

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weeks, because I have nothing to say, and I value your time. And so, and I don't want any new

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prospect to come in and consume my piece of content that was like, right? And then be like,

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ah, he's okay, you know, didn't say anything I didn't really think about already. And so, like,

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the amount of people in the amount of time that I see fitness entrepreneurs, right? Go post on

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Instagram and spend this time writing their paragraphs and taking just the right picture. And like,

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how many clients you're getting from that, right? Not really. Let's be real. You're not, right?

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Versus like just focusing on paid actors just to grow your distribution, your network,

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and then and only then it sometimes makes sense. And then I think the best way to start is by

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really making content for your existing community, who already know I can trust you, who are going

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to now listen to you because you've already gotten their money, right? Because when they pay, they pay

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attention. And then that allows you to develop and get better so that eventually you can be good

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enough for call traffic. We doesn't give a shit about it, right? So, um, overall, uh, number one,

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I probably would say that's a really bad ROI, ROI and your time and just focus on acquisition

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marketing sales because that is going to be a skill that is going to pay your bills today.

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And not something that's going to be literally a 10 or 15 year investment that may never pay off

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because you might not be good enough. You don't, you won't know if you're not good enough

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until 10 years from now when you might still not be good enough, right? I'm just being real with

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you, right? And then that whole time you could have spent spending time and attention on marketing

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and sales where you would actually make money and like know immediately if you're getting better,

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right? Like it's, it's immediate feedback, which is why I love it so much. So, um, and for someone

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who's new, like if I need to solve their problem, like we need to do this today, we need to do this

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now. So this is the first one. Second thing is kind of reference actually with what what Gary

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was saying there in that little quote that I said where he said, you know, for the first 15 years

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of my career, I didn't make any content because I was getting good at the thing that I would then

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later talk about, right? And so, um, I was literally just boxing back and forth with Russell about

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this this morning. Russell Brunson, he's a, uh, he's, he wants to click funnels for the zoo,

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don't know, big software company. Um, and I've been, I've been noticing of all of the friends that I have

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who do, it's really the people who do 10 million, yeah, I think I was not five million or more

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year that I know. Like I'm, I'm thinking off the top of my head, every single one of them. Um,

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and I'll give, I'm going to give you names. So Brian Burke right now, I think they've got a five or

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six million dollar run rate company. They're growing really what they're, they're growing really fast.

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Um, he, uh, is now growing at the super fast rate now and he's, I think is mid thirties, mid late

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thirties, but he spent the first like eight years of his, of his career selling auto glass to cold

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strangers. People on the road, he finds chips on their thing and then he would sell them auto glass,

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like auto glass repair in the moment right there on the spot. And he had a team like 20 guys,

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they're doing like 25,000 a day early on in his career, but he spends all this time on his own,

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going there and learning how to pitch cold people, okay? That was Brian Burke's story.

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Dan Kennedy spent years as a door-to-door salesman, years, door-to-door salesman pounding the

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paper, knocking on doors, trying to sell people who'd never had met him before. Taki Moore,

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who we just want to go speak at his, uh, his black belt of it, right? Um, like he's now, you know,

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he's got his, he's coaching him to do about 10 million a year. And um, I was talking to him about

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this and I was like, tell me how he started and then he told me, I was like, no, no, like before that,

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like before that, and I guess him going. And then it turns out he did two years of cold calling.

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And then, um, after doing two years of cold calling, he then started doing cold live events where

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he would do cold calls to get people to live events where he then pitched them at these live events,

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right? And so this whole time before he became Taki Moore, that's what he did, right? And then,

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um, like for, for, for us and just like my little story and people say this all the time, they're like,

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man Alex, you're so good at like sales and saying the right things to get people to do stuff is like

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I did 4,000 one-on-one closes before anyone who I was, you know what I mean? Like people hear that,

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but like when I was doing that, I wasn't making content. I was like spending all day selling shit,

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you know what I mean? And like I pulled that from like our mind-body report. So like I don't even

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know how many consults that was because like 4,000 was just like the closes. I had no idea how many

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people I met with, right? And so it's like, oh, because we get on these calls and we're like, hey,

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how do you say this and how do you respond to this? And it's always like on the spot for me because

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I've sent it a hundred times. Like I haven't just overcome that thing once. I've overcome it a hundred

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times because I did it so many times. It's not that I was good at it. I sucked at it and was like,

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huh, what can I say next time? Or I was like in flow one day and like someone said something and I

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said something right back. I was like, ooh, I'm going to write down down. I was like, nailed it, right?

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How was the sales training work so well? It's like, because we actually had to do it to sell shit,

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right? Like how do like the sales training that I give the gym owners who go into gym lunch is what

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I gave my guys to sell memberships, right? To sell challenges. Like if they if they didn't like

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if I put them through the training and on the other side when someone came in, they couldn't close

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them. The training didn't work. And so like it wasn't meant to be something that was like

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20 Brazilian modules of whatever. Like my entire shell training is like 45 minutes, right? But I

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knew that if I put someone in one side and they go out the other side, the result is that when

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they say these words in this tonality, they make this type of statement. They make this joke at this

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moment. Most nation real quick, if you are a business owner that has a big old business and wants

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to get to a much bigger business, going to $50, $100,000 plus we would love to talk to you. And if

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you like that, we would like to hear more about it. Go to acquisition.com and you can plan

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

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It works and people bought, right? And so like the last piece that I wanted to add to this piece

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of content is like my three main core pieces about this was um so I just watched Rocky

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Creed 2 last night, which was great by the way you should see it if you want to. I mean it's a

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Rocky movie. So like you're going to know exactly what's going to happen but it was still a very

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enjoyable movie. And for those of you who have read expert secrets, talk about the Heroes 2

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Journeys. I would a recommend rereading that just one section about the Heroes 2 Journeys.

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And then watch the movie with that in mind of like you know his first, his early triumphs,

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his point of conflict, what things that he has to overcome. His big external role is to you know

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be world champion, but then he is his internal struggle that he's facing as well, which is like

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feeling of self-worth and who he's really doing. So is he doing it to please others? Is he doing

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to please his dad? Or is he doing to please himself, right? And so like at the very end you see him

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you know obviously achieve XYZ goal, but then the thing that the audience really cares about is the

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internal transformation that happens as a result, which I just think is really cool and you should

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totally check it out. But with back to the Rocky cutscene. So every single movie in every single

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Rocky cutscene movie or every movie that every Rocky movie has a cutscene, right? It's like

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you know they have the Irish Tiger moment, right? And so I feel like in business there's this

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eye of the Tiger moment, right? We're just getting our reps in except instead of it lasting 90

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seconds like it does in the movie, it lasts six years, 10 years, right? Before you get to that moment

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where all of a sudden you are the Rocky guy, right? But you're like and so I think a lot of times

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I see people trying to make content and this is like this is more a little bit of a statement on

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the on the on the on the internet marketing community but also the fitness community. People making

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content around stuff that like they're not masters at, you know what I mean? Like they're proficient

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and it takes this much time to be proficient and takes this much to be a master, right? And

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that's something and a lot of times doing all of that extra work isn't fun because it's repetitive

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and boring shit and the round is it like it is super boring and so my that was kind of actually

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how I originally wanted to start this I was about this like are you in your Rocky cutscene right

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now and aren't recognizing it? Because if you are then let that encourage you and let that inspire

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you to keep going because like all of the reps are all the parts that no one sees but they're the

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parts that build the foundation to the castle that build the foundation to the legacy, right? And so

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like we've like it's I there is not a single person who's hitting that 10 million plus mark not

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one not one that doesn't that doesn't have massive amounts massive amounts of cold traffic experience

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doing really unsexy stuff. So when I was telling you I was boxing Russell about this this morning

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I was like hey man I'm going to make this piece of content today. What's your backstory? What were

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the what were the like what are the things that see like and Russell doesn't even talk about this

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which is which is I told him I was like do you need to share this because people need to hear it?

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So Russell's like everyone's like wow Russell so good at making webinars blah blah blah blah what

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right? So Russell spent two years every single weekend pitching a cold audience after that he got

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tired of being away from his family and he did that every single weekend for two years okay after

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that he went home because he wanted to be with his family and then did tell his seminars every

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single weekend for three years then after that this internet thing started really like taking off

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right and he started doing webinars for seven to eight years okay every single week right he did

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webinars pitching right and then on top of that through this whole duration of time he he he

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sent me this this document that has 110 funnels on it so he built 110 profitable funnels before

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he built click funnels and so like no one talks about that everyone wants to be a funnel master

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right everyone wants to be a funnel king and they have like one funnel and I'm like I'm self

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proclaimed the worst funnel person ever like I still have any split test our original funnel

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because I'm all about the backend and I think that if you can spend more of a progress from

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the funnel doesn't matter as much and that's kind of more of a conversion specialist than a funnel

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specialist so like I'll be the first to say it but that's that's not my hat you know what I mean

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I'm like talk about proficiency versus mastery I'll do the 80-20 on the reverse side like I just

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want to do the 20% here that'll get me proficient so that can move on in my life right I will never

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like I have no desire to be a funnel king that's just not my not my thing if I want to do that then

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I have to do an entirely different route than I am right but you see guys we have one funnel

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making content about being a funnel king except the content is shit because it has no value because

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they never did the rocket cutscene that Russell did right and that's the difference and so

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number one why I think most people should make content is because I think a lot of them

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haven't even started the rocket cutscene or they're in the middle of the rocket cutscene right

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you're in the middle of the eye of the tiger you're not at the end yet and so the things that

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you have to say aren't relevant enough aren't different enough that anyone hasn't heard it because

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you haven't you haven't had enough like mental attention that has gone to it that you start

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looking at the same water bottle in 19 different directions because you've seen it so many different

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times that you start really processing because it's just how much time and attention you put to it

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we start creating these neural connections around this tiny skill set because you've done it so

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many times right and that's the thing the boring but consistent boring but rich like we preach it

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all the time because like it's the truth and it's not sexy it sucks right like embrace the suck

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like how many times did I have to sit down like I tell the story because it was like this moment for

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me where I was like sitting down with this lady I had like two people in the waiting room I'm

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trying to close this credit card and she literally had it a four-year-old who has a permanent

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marketing saying he's drawing on my wall right and I'm trying not to be like angry as shit at this

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kid right while trying to like stay smiling and close his mom because now I need to close the mom

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because I got to repaint the wall with the money that she's about to give me for this challenge

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right and so like I was like this moment for me that I was like man but guess what I didn't

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make content that day because I still had sales the next day right and I was still busy doing

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that I was still busy building and so anyways if you're in your rocky cutscene like embrace it

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be cool is it because like it's what's going to make you great it's the thing that's going to

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separate you from everyone else and so rather than sure most people never actually sent you to

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be real most people started and debout or they become kind of a fraud they do a little bit and

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then they inflate how much they did right but you can know if it's inflated because if it if

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it's legit then the things that someone has to say about it are going to be you new and unique

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because like there aren't that many people who have actually gone through the full rocky cutscene

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to the end and a lot of that was it like if you talk to all these dudes who are who have the

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you know like the eight figure plus businesses whatever um it's not that they're smarter they're

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just more persistent you know they just keep going they just keep going and they try and learn the

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whole you know like the whole time it's not like they're going blindly like they try and improve

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trying to improve trying to prove and that's one of the big elements of mastery is like

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constant feedback and improvement right but like it's not after two months of selling that they're

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like I'm a sales expert right you know like you only sell for eight months you know what I mean like

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you're proficient which is great and that will feed you but in order to gain like the influence

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that a lot of people want to have and that's mostly because they just want to have influence people

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talk to them I have zero desire to that I want to have wealth that's my goal I want to have the

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reverse effect I want to be super super wealthy and then have influence because of what I have done

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not gain influence to then create wealth I think everyone has it backwards um Elon Musk says like

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eight that eight million followers do you think he gives a shit on Instagram no because he's

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Elon Musk and he got influence because of what he did he didn't get influence to then gain wealth

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and that's where I think everyone's backwards on it so um that being said that's why I think you

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shouldn't make content I think that's why you should embrace the rocky cutscene um and realize

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that the rocky cutscene is truly going to be the highest ROI of your time because that's what's

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going to make you right you guys have heard me say uh proverbs 1423 in all labor there's profit

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and it's one of my favorite I think it's one of the most hopeful proverbs in the bible because it says

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in all labor there's profit not some not the ones that feel good but because like every sale that

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you miss you grow right because it's really just every piece of effort that you put forward grows you

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and the difference is that the more effort that you put forward and this is where like when you're

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just not doing nothing you're grown and so it's like just do because you will improve inevitably

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and it's just the willingness to keep doing when you don't want to do anymore um and I think that's

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the only thing that really separates those guys from our goals so anyways lots of love have

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amazing amazing day and you guys tomorrow bye