WEBVTT 1 00:00:00.000 --> 00:00:03.920 I'm gonna break down how I learned how to consistently generate leads independent of platforms 2 00:00:03.920 --> 00:00:08.160 and the key piece that I was missing in multiple different platforms. I'm gonna tell you five key 3 00:00:08.160 --> 00:00:14.160 stories that I like that massively impacted how affected my marketing was as a result of the exchange. 4 00:00:15.120 --> 00:00:17.920 Welcome to the game where we talk about how to get more customers, how to make more 5 00:00:17.920 --> 00:00:21.840 customers, how to keep them longer and the many failures and lessons we have learned along the way. 6 00:00:21.840 --> 00:00:26.800 I hope you enjoy and subscribe. So a few high level observations provide that into this. 7 00:00:27.360 --> 00:00:31.120 The first thing is there's a setting in our community called do the boring work and a lot of 8 00:00:31.120 --> 00:00:35.760 times we don't confront the work that we that must be done because it's not exciting or sexy 9 00:00:35.760 --> 00:00:40.320 and it feels somehow like it's beneath us. You know prospecting and doing a hundred dollars a day 10 00:00:40.320 --> 00:00:44.720 can feel tedious. You know posting and repurposing the same content across lots of different 11 00:00:44.720 --> 00:00:49.760 media sources can feel tedious. You know reaching out to people you know and asking them if they 12 00:00:49.760 --> 00:00:54.320 know someone who might be interested in your you know products and services might feel tedious 13 00:00:54.320 --> 00:00:58.960 or creating you know a hundred different ad variations with different hooks and headlines can 14 00:00:58.960 --> 00:01:03.120 seem tedious. It's very easy to understand very hard to do mostly because people don't have the 15 00:01:03.120 --> 00:01:07.680 discipline and the work ethic to go through the boring work which kind of leads to the second one 16 00:01:07.680 --> 00:01:13.200 here which is that there's a saying to eat my my closest friend and I'd offer catchy violence is 17 00:01:13.200 --> 00:01:17.840 the answer. Sometimes when you have this outcome that you must achieve in your life because of the 18 00:01:17.840 --> 00:01:22.640 goals and insecurities that we have set upon ourselves that just being violent with the level of 19 00:01:22.640 --> 00:01:28.000 activity that we are doing will ultimately get us much closer than you know the nuances and the 20 00:01:28.000 --> 00:01:33.600 skill that sometimes we like to project and pretend matter more than just physically doing a 21 00:01:33.600 --> 00:01:38.640 sheer higher volume of work. Number three is that if you do more than you are doing right now 22 00:01:38.640 --> 00:01:42.240 you will get more than you currently have and that is a promise that you can take that to the bank 23 00:01:42.240 --> 00:01:46.960 and number four is do what matters most first so right now you probably have lots of things that 24 00:01:46.960 --> 00:01:50.400 you know fill up your day in the morning all that kind of stuff but the things there are only four 25 00:01:50.400 --> 00:01:56.240 activities that will actually generate more business for you period that is new all right number 26 00:01:56.240 --> 00:02:01.360 one is reaching out to people you know number two is posting to an audience that you know number three 27 00:02:01.360 --> 00:02:07.920 is reaching out to people you don't know one on one and number four is is advertising right there's 28 00:02:07.920 --> 00:02:12.640 the four only four ways you can get new clients right and so if you're not doing one of those four 29 00:02:12.640 --> 00:02:15.840 things and you're struggling to get customers you're not doing lots of those four things as your 30 00:02:15.840 --> 00:02:19.280 primary activities then that is probably one of the reasons that you don't have the amount of 31 00:02:19.280 --> 00:02:23.920 customers that you wish you have all right and so what I want to do is take this quick moment to 32 00:02:23.920 --> 00:02:29.520 introduce an equation that I've thought a lot about but it's V times S times D so volume time 33 00:02:29.520 --> 00:02:36.560 scale times time and this is kind of a flywheel that feeds itself and which and I'll get to the 34 00:02:36.560 --> 00:02:40.640 actual like wording behind this but essentially the more volume to do the better you are at it 35 00:02:40.640 --> 00:02:45.360 and longer you do it the more throughput you will ultimately have the more outcome the more clients 36 00:02:45.360 --> 00:02:51.520 the more sales the more leads you will ultimately have from doing it all right so let's dive into 37 00:02:51.520 --> 00:02:55.360 this in a little bit more so in other words and this is based on just like pure foundational principles 38 00:02:55.360 --> 00:03:01.440 of logic right the more we do the better we get the better we get the more we do because we like 39 00:03:01.440 --> 00:03:06.080 it because we're better at it right and the longer we do something the better we get the better we 40 00:03:06.080 --> 00:03:11.920 get the longer we do it the longer we do it the more of what we did compounds on itself and this is 41 00:03:11.920 --> 00:03:16.000 the same reason why if you start doing cold out balance or start building a pipeline it starts 42 00:03:16.000 --> 00:03:19.760 to compound on itself and if you start doing business over a long enough period of time 43 00:03:19.760 --> 00:03:25.200 there just becomes this this larger large audience of people who know you for doing this thing right 44 00:03:25.200 --> 00:03:29.280 and I'll show you a couple examples in some of the stories and examples that you have today 45 00:03:29.280 --> 00:03:34.480 that will show you how compounding massively affected my life and so in this way each of these 46 00:03:34.480 --> 00:03:41.280 three variables volume skill and time feed each other but it all starts with doing and so these 47 00:03:41.280 --> 00:03:45.840 the three we're going to focus just on volume today because I want to be mindful of your time 48 00:03:45.840 --> 00:03:51.360 and so I'll tell you a quick example of this so this is probably a decade ago I'm starting my gym 49 00:03:51.360 --> 00:03:56.080 first business I own a real business down and someone's like oh you should run flyers and I was 50 00:03:56.080 --> 00:04:02.960 like okay cool so I went out I did a bunch of flyers and it you know it didn't really work for me 51 00:04:02.960 --> 00:04:07.760 and so you know a few months later I was talking to friend of mine who had you know multiple successful 52 00:04:07.760 --> 00:04:12.880 locations he was doing well and I was like hey you know I did he's like you should do flyers 53 00:04:12.880 --> 00:04:17.600 so I was like nah I did that it didn't work for me he's like well you know what was your what was 54 00:04:17.600 --> 00:04:23.040 your test size and I was like test size what do you mean he was like well how many did you test 55 00:04:23.040 --> 00:04:27.600 before you you know scale about but I was like well I'm going to put 300 out and he was like 56 00:04:27.600 --> 00:04:34.480 300 like total and I was like well yeah he's like I don't even test for less than 5,000 flyers 57 00:04:35.040 --> 00:04:40.320 and all of a sudden I was like whoa and he's like yeah he's like I'll put out 100,000 flyers a month 58 00:04:40.320 --> 00:04:45.360 he's like and I'll get a half a percent or a percent back he's like who walked through the door 59 00:04:45.360 --> 00:04:50.640 and he's like yeah but 100,000 flyers a percent back I get 30 people a day walking in my store 60 00:04:50.720 --> 00:04:57.760 and I was like holy cow my understanding of the sheer volume for the activity that I thought 61 00:04:58.320 --> 00:05:04.000 wasn't working was just dramatically under what it really was supposed to be and in that moment 62 00:05:04.000 --> 00:05:08.400 I had a belief broken about what volume really means this happens all the time and I'll tell you 63 00:05:08.400 --> 00:05:13.520 a couple other examples in a second but like this happens all the time even in like fitness stuff 64 00:05:13.520 --> 00:05:18.080 people are like man why can't I get jacked and I'm like you know why can I grow my arms it's like 65 00:05:18.080 --> 00:05:21.360 all right well how many sets of arms are you doing every week and they're like well I train arms 66 00:05:21.360 --> 00:05:24.480 twice a week I'm like what are you doing they're like well you know like three sets 10 and I'm like 67 00:05:24.480 --> 00:05:31.280 as it like per week like so six total sets they're like yeah I'm like well try 12 sets six days a week 68 00:05:31.280 --> 00:05:37.600 and I get into your arms and they're like seriously I'm like yeah imagine that the more you do 69 00:05:37.600 --> 00:05:42.000 the more you look like you can do so I'll give you a different one that I had and this isn't in 70 00:05:42.080 --> 00:05:44.800 a paid ads example which is similar to flyers just a different platform 71 00:05:47.040 --> 00:05:51.760 you guys love that you're listening to the podcast if you ever want to have the video version 72 00:05:51.760 --> 00:05:56.240 of this which usually has more effects more visuals more graphs you know drawn out stuff 73 00:05:56.240 --> 00:06:00.400 sometimes it can help hit the brain centers in different ways you can check out my youtube channel 74 00:06:00.400 --> 00:06:04.800 it's absolutely free to check that out if that's what you are into and if not keep enjoying the show 75 00:06:05.440 --> 00:06:12.800 I had an agency owner who was walking who was talking to us and within our software company 76 00:06:12.800 --> 00:06:16.720 and he was like hey you know my leaf flows flowing out I can't seem to scale above a certain map 77 00:06:16.720 --> 00:06:21.680 and I was like okay well you know how many pieces of creative are you putting out you know per week 78 00:06:21.680 --> 00:06:27.120 and he was like he confidently answered right so he was like oh he's like that we have one point 79 00:06:27.120 --> 00:06:31.680 he's like we're putting out like five to ten pieces of content a week and I was like per week 80 00:06:31.760 --> 00:06:37.680 he's like yeah and I was like dude and I scrolled over I shared my screen of my creative department 81 00:06:37.680 --> 00:06:46.880 and I was like we're testing 30 pieces every three days he was like what I was like yeah it's level 82 00:06:46.880 --> 00:06:52.960 of output quantity of output the level the most people dramatically underestimate how much work 83 00:06:52.960 --> 00:06:57.600 it takes to make money right the thing is is once you understand and for most people and this is 84 00:06:57.600 --> 00:07:01.760 the point that I hope in somebody who's like hasn't gotten their first customer or wants to start 85 00:07:01.760 --> 00:07:06.560 on a new channel if you already have one working is you usually need to do a lot more because your 86 00:07:06.560 --> 00:07:11.680 S in that equation your skill level is low and you have no time that has compounded for you 87 00:07:11.680 --> 00:07:17.280 so you must compensate with extraordinary volume so that you can learn the skill and then begin 88 00:07:17.280 --> 00:07:22.160 the compounding process that will give you the throughput or outcome that you desire and so a lot 89 00:07:22.160 --> 00:07:26.880 of times you got to do a lot more in the beginning to get the ball rolling all right and when I was 90 00:07:26.880 --> 00:07:32.240 talking to Grant about his overarching content strategy I was like hey man you know how many pieces 91 00:07:32.240 --> 00:07:36.640 what's the framework that you use and he was like problem and this is actually this was in a 92 00:07:36.640 --> 00:07:40.160 different call ahead of them that's not not on the channel he's like bro someone's trying to 93 00:07:40.160 --> 00:07:44.320 sell you a framework he's like they're just trying to sell you something he's like it's about 10x 94 00:07:44.320 --> 00:07:49.280 and he said that and he wasn't saying it in a in a pejorative way he meant it genuinely he's 95 00:07:49.280 --> 00:07:54.880 like dude he's like we just take massive action he's like we just try and be omnipresent he's like 96 00:07:54.960 --> 00:07:58.960 look at your Instagram look at my scripts we pull both of them up and he's like I'm posting six 97 00:07:58.960 --> 00:08:04.080 times a day he's like I'm posting 15 times a day on Twitter and she's like you just pull up every 98 00:08:04.080 --> 00:08:08.320 one of them compared them to mine he's like he's like I'm just doing way more than you and I was like 99 00:08:08.320 --> 00:08:15.280 man and he's been doing it for 10 years longer right and so that was a huge epiphany for me 100 00:08:15.280 --> 00:08:20.320 and then for me I I switched from one time a week to one times a day and here's what's crazy 101 00:08:20.400 --> 00:08:28.080 my growth organically 40x from a 7x increase in effort so there is a multiplicative effect here 102 00:08:28.080 --> 00:08:33.440 because sure we did more but we got better at the doing and then the more we did the more each 103 00:08:33.440 --> 00:08:38.080 of those other pieces fed one another right and so again all of this starts with the doing and 104 00:08:38.080 --> 00:08:44.720 taking a lot more than most people anticipate to get the result and get going and so this is a 105 00:08:44.720 --> 00:08:51.600 different nuance on volume this is more level of effort but I think it bears mentioning because 106 00:08:51.600 --> 00:08:56.240 for this concept to kind of sink in I want to hit it from a couple different angles so this is 107 00:08:56.240 --> 00:09:00.800 the number one video or at this time is one of the number one videos on the channel and I made this 108 00:09:00.800 --> 00:09:07.440 like a month ago and the thing is it's like and I and I realized that quality most times Trump's 109 00:09:07.440 --> 00:09:14.480 quantity right and the thing is is but quality and quantity Trump's just quantity right or just 110 00:09:14.480 --> 00:09:19.680 quality and so this particular piece of content took me 20 hours to actually put the slide deck 111 00:09:19.680 --> 00:09:24.080 together and then two days of travel to go film and then going low and behold it ends up being 112 00:09:24.080 --> 00:09:27.280 you know the number one thing on there and to me I was like well that's not really surprising 113 00:09:27.280 --> 00:09:32.160 I spent a ton of time on this and so it was just and like I'm just saying I get reminded of this 114 00:09:32.160 --> 00:09:36.720 at all levels of the game you know what I mean and so I'm making these videos because like as I'm 115 00:09:36.800 --> 00:09:42.240 learning and I'm sharing it so that hopefully it provides some value so you like it just takes a lot 116 00:09:42.240 --> 00:09:47.040 more worth than most people think like Layla this is four or five years ago when we were refilming 117 00:09:47.040 --> 00:09:53.840 an entire content portal so she had probably recorded God I don't know 70 or so videos with you 118 00:09:53.840 --> 00:09:58.400 know trainings and everything and she got doubted she was like I don't think these are that good 119 00:09:59.040 --> 00:10:03.520 and she was and I was like like she's like I just I don't know I don't know if they're like 120 00:10:03.520 --> 00:10:08.800 hitting the way I want them to be they're like just not as crisp and we sat there and and I was like 121 00:10:09.360 --> 00:10:14.400 we'll do them again she looks at me and she was like yeah you're right because the thing is 122 00:10:14.400 --> 00:10:18.080 is like and I've said this before and I'll keep saying it like your work works on you more than 123 00:10:18.080 --> 00:10:22.320 you work on it the thing we're developing is our character because that's the ultimate prize that 124 00:10:22.320 --> 00:10:26.800 we get at the end of the race right we can't keep the stuff that we have with us and so we're 125 00:10:26.800 --> 00:10:32.000 doing this work to become better people right and so if you do it again it's no it's nothing bad 126 00:10:32.000 --> 00:10:36.720 about it you're just like cool I get more practice at doing the thing and my s is going to get 127 00:10:36.720 --> 00:10:42.960 better in the throughput equation so even if you did the same in terms of volume of output the skill 128 00:10:42.960 --> 00:10:46.880 on the equation the s is going to be higher so you're still going to actually still get more 129 00:10:46.880 --> 00:10:51.440 throughput even if you do the same effort again right and so that's why the level of effort and 130 00:10:51.440 --> 00:10:56.640 giving a shit for a lot of return and really working like violence is the answer doing the boring 131 00:10:56.880 --> 00:11:01.920 work and putting the the time under the bar end to use a fitness analogy is what is required and 132 00:11:01.920 --> 00:11:06.720 most people dramatically underestimate the volume all right and so I'm going to tell you this last 133 00:11:06.720 --> 00:11:13.040 one to wrap this wrap this little piece up which is I wrote this book right and it took me basically 134 00:11:13.040 --> 00:11:18.000 like a year to write it um it took me two weeks to write it it took me a year to edit it and right 135 00:11:18.000 --> 00:11:22.320 now I get DMs every day like what is the second book coming out and so right now I'm on the fifth 136 00:11:22.320 --> 00:11:28.560 version of book two end to end I had a completely copy uh copy right edited from a professional editor 137 00:11:28.560 --> 00:11:33.840 and that was version one and I've since made four more versions since then but the thing is the 138 00:11:33.840 --> 00:11:40.640 difference between that level of effort is why many times I think things don't work out is that 139 00:11:40.640 --> 00:11:44.720 most people put like a seven out of ten effort or an eight out of ten effort and then look at 140 00:11:44.720 --> 00:11:48.400 somebody who put a ten out of ten effort in and think well I didn't put that much less effort in 141 00:11:48.400 --> 00:11:52.560 but you don't realize the difference between an eight and a ten might be five times the work 142 00:11:52.560 --> 00:11:56.560 but also the difference between an eight and a ten might be a hundred times the outcome 143 00:11:56.560 --> 00:12:02.800 and so the actual net outcome on the incremental increasing work is still worth it that's what's 144 00:12:02.800 --> 00:12:08.400 crazy is that if it takes five times the effort to go from an eight to a ten you might get a hundred 145 00:12:08.400 --> 00:12:13.680 times even though you only did five times more work and so this is one of these beliefs that I 146 00:12:14.080 --> 00:12:19.280 have ingrained in myself within how we do business but I'm sharing it with you because most things 147 00:12:19.280 --> 00:12:25.040 that most people make suck most product suck most marketing sucks most businesses suck and most 148 00:12:25.040 --> 00:12:28.800 people suck at the things that they think they're good at right and it's because they don't even 149 00:12:28.800 --> 00:12:33.680 know how to work they don't even know how to do it and I'll tell you this final story to wrap this 150 00:12:33.680 --> 00:12:39.600 up when I was a legal intern in a in a past lifetime at a chemical company called Arkham in 151 00:12:39.600 --> 00:12:44.400 France believe it or not I worked there in the legal department and this older or experienced 152 00:12:44.400 --> 00:12:49.120 you know senior lawyer in the department kind of like tap I was like oh I'm gonna go back to work 153 00:12:49.120 --> 00:12:52.960 and she like tap my shoulder and she was like you don't even know how to work and I was like 154 00:12:52.960 --> 00:12:58.000 what do you mean and she was like you're so young she's like you don't even know what work really is 155 00:12:59.040 --> 00:13:03.440 and it and it just hit me and it struck me like to my corks I was like how can she tell me that 156 00:13:03.440 --> 00:13:08.080 I don't know how to work but here I am ten years 15 years later and I think to myself like 157 00:13:08.080 --> 00:13:12.320 man I had no idea what work even looked like because I don't even know how to focus the way I do know 158 00:13:12.320 --> 00:13:16.800 I didn't know how to limit instructions I didn't know what it looked like to just put rep after rep 159 00:13:16.800 --> 00:13:23.440 after rep after rep in to just get that thing just right and the beautiful thing especially when 160 00:13:23.440 --> 00:13:27.920 it comes to marketing stuff is that when you make those each of those posts each of those outreaches 161 00:13:27.920 --> 00:13:34.240 each of those calls each of those ads that you run make you better they increase the s and so in 162 00:13:34.240 --> 00:13:40.480 that way the v the s and the t the volume the skill and the time work on each other and then yield 163 00:13:40.480 --> 00:13:45.600 you a higher throughput because they are multiplicative not additive and that's like the one thing 164 00:13:45.600 --> 00:13:50.400 that if I can drive this home is that most people just do so much less volume than they think 165 00:13:50.400 --> 00:13:54.720 because and then they look at the vehicle that they're using and think wise is not working when 166 00:13:54.720 --> 00:13:59.440 the reality was that you were not working because you did not know how much work really was required 167 00:13:59.440 --> 00:14:04.960 to get to where you wanted to go and so with that in other words most times you just need to do more 168 00:14:04.960 --> 00:14:09.920 than what you're currently doing and a lot more of it okay so if you don't know me like I said my 169 00:14:09.920 --> 00:14:14.800 name is OxygenMozzy I own acquisition.com or business investors are portfolio it is about $85 170 00:14:14.800 --> 00:14:26.080 million a year and I have nothing to sell you. Mozination keep rocking.