$100M Leads Full Audiobook | Alex Hormozi

Acquisition.com Volume 2 100 million needs how to get strangers to want to buy your stuff Alex hormozzi it's hard to be poor with leads banging down your door hermosi family jingle you have to sell stuff to make money it seems simple enough but everyone tries to skip to the make money part it doesn't work I tried you need all the pieces you need the stuff to sell and Offer you need people to sell it to the leads then you got to get those people to buy it sales once you put all those in place then

you can make money my first book 100 million dollars offers covers the first step and gives you the stuff it answers the age-old question what should I sell answer and offer so good people feel stupid saying no but strangers can only buy your stuff if they know you exist this takes leads leads mean a lot of different things to A lot of different people but most agree that they're the first step to getting more customers in simpler terms it means they've got the problem to solve and the money to spend if you're reading this book

you already know leads don't magically appear you need to go get them more precisely you need to help them find you so they can buy your stuff and the best part is you don't have to weight you can force them to find you you do that through advertising Advertising the process of making known lets strangers know about the stuff you sell if more people know about the stuff you sell then you sell more stuff if you sell more stuff then you make more money having lots of leads makes it hard to be poor advertising lets

you have a terrible product and still make money it lets you be terrible at sales and still make money it lets you make a ton of mistakes and still make money in short having this skill gives you endless Chances to get it right and in the unforgiving world of business Second Chances are hard to come by so you might as well load up advertising is a skill worth having and this book dollar 100m leads shows you exactly how to do it 100m leads sits atop the foundation of my first book 100m offers it assumes you

already have a grand slam offer to sell the stuff once you have an offer to sell it creates the next problem Who do I sell it to this book is my answer to that question leads lots of leads and before you know how to get leads life sucks you don't know where your next customer will come from you scramble to cover rent and pay bills you worry about laying people off putting food on your table and go you work your hardest to succeed and others laugh at you for trying it feels like death I've been

there I get it this book puts you in a better situation one Where you've got more leads than you can handle and more money than you can spend here's how first it explains how advertising Works second it reveals the four core ways to get leads third it shows you how to get other people to do it for you finally it wraps up with a one-page advertising plan you can use to grow your business today once you know how to get leads life gets Easier as for why you should blindly listen to me about getting more

leads don't make up your own darn mind but in the spirit of walking the talk here's my track record I advertise in a variety of Industries through my holding company acquisition.com dots our portfolio includes software e-commerce Business Services consumer services brick and mortar chains digital products and plenty of others together they make 250 million in annual revenue and they Do it by getting 20 000 leads per day selling offers from one dollar to one million on the personal side I have a lifetime average return on Advertising of 36 is to one that means for every

dollar I spend on Advertising I get 36 dollars back a return of three thousand six hundred percent some people built their wealth in the stock market others in real estate I Built mine in advertising this year I surpassed 100 million in net worth at age 32 and if you're from the future that's in 2022 US Dollars which much to my dismay came with no Flyers no awards no parades I'm still 2 000 times poorer than the richest man in the world my life is pretty much the same I'm still the same height married to the

same woman and graying faster than when I was poor in these pages I share the skills responsible for the bulk of my Material success I did it all using the advertising methods in this book I left nothing out this isn't a book of theories or armchair analysis this book is built on what worked for me and I wrote it hoping it'll work even better for you to answer a question I got after releasing my first book why do your books look like they're written for kids the answer is simple my books must be books I

would read and I have a short Attention span as such I like in my reading preferences to that of a child short in length simple in words and with lots of pictures these books are my attempt to do that 100m leads is about getting strangers to show interest in the stuff you sell and once I transfer that skill to you it's your turn to use it with that out of the way let's get rich shall we how I got here hope is being able to see the light Despite all the darkness Desmond Tutu March 2017.

I felt hurried Taps on my shoulder while working at my desk it was Layla my then girlfriend and business partner what's up you all right we have a problem she said what now I thought look at this she shoved a stack of books out of the way to make room for her laptop what am I looking at I squinted a disaster she ran her finger down the screen to direct my gaze minus 99 Minus 499 minus 499 dollars every other number was more than my rent what are these she started scrolling refunds all of them

from the two gyms we launched last month wait how why she scrolled more I got lots of weird texts last night from the members we sold at the Kentucky gym I guess the owner stood up on a chair and told everyone to refund and go home he didn't want to deal with all the new customers that's insane I said she was still scrolling Yeah and the other gym owner told his new customers he would take them for half price if they asked for refunds from us and paid him instead wait what they can't do that

I said well they did she scrolled faster the numbers blurred have you called them that's not allowed in the agreement I said yeah I know they're ignoring my calls I put my hand on hers the refund waterfall froze in place hundreds of droplet size reminders of how much I sucked how bad Is this how many refunds just cutting profits or enough to go negative and oh money I tried to keep my voice steady I failed Layla paused before answering it's 150 Grand the number hung in the air we won't be able to pay my friends

their faces flash through my mind and the little hope I had drained from my chest a month earlier I got her friends to quit their jobs for this now I had to tell them I didn't have the money to pay them she continued we can't Sell our way out of this either it'll just create more refunds to deal with and we're out of money her eyes met mine looking for the answers she deserved I had nothing I felt sick a year earlier I was good at getting leads for my gyms I scaled to five locations

in only three years my claim to fame was opening my gyms up at full capacity on the first day so I opened as many as I could as Fast as I could my Fast Pace started getting attention I got asked to speak at a conference about my advertising method to me though I didn't think my process was special I figured everyone was doing it so I walked through my presentation hoping I wasn't boring the audience they were silent the moment I stepped off stage a mob formed around me they hurled questions at me left and

right I could barely keep up they even followed me Into the bathroom I felt like a celebrity it was wild to this day I've never been more bombarded in my life everyone wanted me to teach them how to do what I had just presented they wanted my help me but I had nothing to sell them although over 100 people left me their phone numbers and business cards in case I did then a wild idea came to me I could make some money doing this three months later an idea turns into a Business since I used

advertising to launch my gyms at full capacity I thought maybe I could launch other people's gyms to full capacity too I called the company gym launch original I know my offer was simple I'll fill your gym in 30 days for free you pay nothing I pay for everything I sell new members and keep the first six weeks of membership fees as payment you get everything else if I don't fill your gym I don't make Money you spend nothing either way it was an easy offer to sell I'd fly out turn on my lead machine work

the leads then sell the leads except instead of selling them into my gym I'd sell them into whatever gym I was camped at for the month every month I'd go to a new gym rinse and repeat it worked word of this kid who'd fill your gym for free got around fast unless I hired help referrals would have booked me out for more than two years straight I couldn't keep running my gyms and doing this so I sold my gyms and went all in on gym launch I saw a problem though I filled their gyms and

they got to keep all the long-term profits I left so much money on the table but if I were part owner of some of the gyms I could stack Revenue month over month bingo not much later one of the gym owners made such an offer we'd be 50 50. I would fill the gym with members and he Would fill it with staff with this new model I could open up one to two gyms per month and own them all this would work much better than only collecting The Upfront cash a win-win partnership a slight hitch

in the plan though my new partner had poor financials so nice guy Alex offered to pay all the expenses and take on all the liability for the first launch I personally guaranteed the lease and would spend my time and money to fill it with members once filled I would Hand the gym over to him I put all the money from selling my gyms including my life savings into this launch and go model it took everything I had a few weeks later halfway through the launch I woke up to find all the money in the account

gone all of it the partner accused me of stealing and took the money as his share of the profits but we hadn't made any profit then he sent the money to a foreign contact and filed for bankruptcy that's what he told me anyway When I offered to walk through the financials and account for every dollar he refused that's when I knew I had made a terrible mistake it turns out he had been indicted for fraud a few years earlier and to make matters worse I already knew he told me it was just big misunderstanding I

believed him as the saying goes when money meets experience the money gets the experience and the experience gets the money lesson learned His three months I went from a successful multi-location gym owner to selling all my gyms to a cool new launching gyms thing to completely broke everything I made from selling my gems was gone my life savings was gone wiped out all of it four years of work saving sleeping on the floor erased in a oh no Layla Layla quit her life as she knew it to do this with me she weathered my constant

changes she supported me in the half-baked partnership even though she Opposed it even with this huge failure she never once even hinted I Told You So instead she told me the gym launch model is still good let's do more of those so we did I put 3 300 per day on a credit card to pay for ads airfare hotels rental cars etc for six sales reps Layla's friends I say this lightly but I covered what a nightmare it was in the first book so I won't repeat it here in the first month we launched six

gyms and collected Hundred thousand dollars we made enough to cover the credit card bill and for the record that meant I was still broke the next month we made 177 400 with around 40 000 in profit it gave me some room to breathe finally and that's when Layla tapped me on the shoulder to share a hundred and fifty thousand dollars worth of bad news now you're caught up the morning after Layla told me we had 150 000 in refunds and lost all our Money again a honking horn startled me at 3am my problems flooded back

welp I'm awake now I pulled myself out of bed and slink to my work corner I walked over out of habit more than desire I slid the chair out and plopped down notebook and Pen at the ready I had to make hundred and fifty thousand in profit not Revenue in 30 days and I had to do it with no money to my name And no experience making that much profit in a month ever so I started scribbling ideas charge an upfront fee for new gyms ask for a percentage of revenue from old gyms get gyms

I already launched to prepay for a future launch call every old customer and sell them supplements over the phone I kept penciling the math none of these would make enough money not in 30 days anyway I felt glued to the chair I have to figure this out I Stared at the notebook hoping it knew something it didn't God I suck a few hours later Layla woke up like clockwork she walked into the kitchen and poured a cup of coffee she got straight to work at the kitchen table behind me what you doing I asked trying

to distract myself check-ins with online fitness clients she said what does that bring in again dollar 3600 last month what do you charge 300 bucks a month why how long does it take you a few hours a week and there's no overhead just time yeah why I plowed on I know these are old personal training clients but do you think you could do it with strangers I don't know probably what are you thinking I think I have something I said wait for what to come up with the 150 Grand what my online training how she

looks skeptical we just cut the Middle man in cell direct I think I can just run ads to a sales page that books phone appointments then we can tell the fitness programs we've been selling at the gyms but sell it as an online program we already have the materials we already know the ads work and there won't be any cost to fulfill plus no more flights no rentals no motels and no gym owner telling them to refund she hesitated you think it could work honestly no idea But every day we don't do something is one

less day to come up with the money she thought hard all right let's do it that was all I needed I worked 38 hours straight to make the offer go live a few hours later leads started flowing she took her first call the next day I walked in as the call finished 499 dollars yay and what card did you want to use she had the Candor of a pro a few minutes later I asked with Anticipation was that a sale yep dang she's a pro I even snapped a picture of Layla closing our first sale

because it felt so momentous within days we were doing 1000 per day in online fitness sales we also got the cash up front with almost no risk of refunds this was working but we were still way short of the 150 000. at lunch she listened to my master plan between mouthfuls okay the sales guys can stay home and sell this over the phone if they do the same one Thousand dollar per day as you with eight guys we should hit eight thousand dollars per day in 30 days we'll make 250 000 after ad spending commissions

we'll have enough to cover the hundred fifty thousand dollars what about the gyms we're supposed to launch I'll call them and tell them we're going in another Direction they haven't paid us anything so there's not much they can object to I'll start calling them after lunch me the first Call was to a gym owner in Boise Idaho hello I looked down to read the bullet points on my little script hey man we're not doing launches anymore we're selling direct to Consumer weight loss so we won't be coming out and he interrupted but I really need

this right now I just refinanced my house and maxed out all my credit cards to keep my gem afloat I put my life savings into this place is there Any way you can help me you launched my buddy's Gym I know what you can do given my worse than yours situation I didn't care how bad his finances were so I tried to sound polite I get that it's a hard time but we're not flying out I'm sorry okay okay I get you can't fly out but is there any way you can just show me what

to do we really need this I was beat up exhausted broke and felt betrayed by the entire industry I should have said no but instead I said Fine I'll show you how to get leads but I'm not flying out there to save you if you can't sell uh totally get it it's on me I can close I just don't have anyone walking in the door I need leads how much to show me how to launch I look down at my script this is not how it was supposed to go I wanted to say no and

hang up our weight loss offer was working and I didn't want distractions He'd already told me he was broke so I said the biggest number I could think of to get him off the phone six thousand consider it my selling my secret cell 6K yes 6 000. I said articulating the whole number hoping to scare him off 6K okay done what I stood there slack jawed Frozen in disbelief six thousand dollars I floated out of myself and watched the conversation happen I still get choked Up thinking about it oh um great what card do you

want to use now trying not to scare away the six thousand dollars panicked I wrote his card information on the flap of a cardboard box when do I start he asked I'll send you everything Monday morning giving myself the insane task of packaging my entire gym leads and sales system in 48 hours he agreed I hung up And sat in shock once I came to my senses I ran the credit card 6 000 success is this real I desperately wanted to tell Layla but she was on a sales call 15 minutes later she walked in

got another one she said you won't believe this I just sold our gym launch system for six thousand dollars to the gym in Boise what I thought we were doing weight loss yeah I know so did I but she waited I think we're still in the gym business I think we were just Doing it wrong she needed more details I didn't have any yet I'm going to call the gyms we plan to launch next month and see if they'll buy it too uh okay she said the next call went the same except when he said

how much I said 8 000 he agreed next call same thing except I said ten thousand dollars he agreed all eight gyms we planned to launch said yes to licensing the launch materials instead in a single day I collected sixty thousand dollars Selling something with zero cost to fulfill in a single day I was a third of the way out of my hundred fifty thousand dollars prison I spent five years developing that advertising system it finally paid off doing the thing that scared me most giving away my secrets led to the biggest breakthrough in my

life I can't believe it I said I think we can get out of this so are we not doing the weight loss thing no I guess not I think we've had Something here all along we just had to put the pieces together do you think anyone else will buy it I'm gonna call the 30 gyms we already launched they know our system works because we did it in front of them we also have some gym owner leads from that conference that should cover the hundred fifty thousand dollars and give us a clean slate okay then

what is this what we're gonna do she looked for some well-deserved Stability I mean I think so it makes more money than the other thing and it's way easier to deliver she agreed so after I call those leads I'll start running ads I'll post our success stories in a few gym groups to get leads from there and I'll also tell the gyms I'll pay two thousand dollars cash for any gym they send that signs up that gives us ad leads content leads and referral leads in the next 30 days we made two hundred Fifteen thousand

dollars in profit we covered the hundred fifty thousand in refunds with cash to spare we did so well because the average gym using our advertising system added an extra 30 000 in cash in their first 30 days it made them more money than they paid for it it delivered in spades plus they got to keep all the cash they loved it referrals poured in I found the processing records from May June 2017. the month it all happened we finished That first year at 6 million eight hundred sixty two thousand in Revenue the next calendar year

we did 25 million 900 000 in revenue and 17 million in profit yay tens of millions it was insane like nuts the company continues to this day with 4 500 Plus Gym locations and Counting and no one is more surprised than me something I made actually worked finally in 2018 we started Prestige labs to sell supplements through our gym client base We use Prestige labs and the gyms as an affiliate Network to generate weight loss leads for each other in 2019 we started Allen a new type of software company that worked leads for local businesses

in 2020 we founded acquisition.com as a holding company for our business interests in 2021 we sold 75 percent of Allen to a bigger company I'm not allowed to say for how much but Allen did 12 million in Revenue in the prior 12 months so you can use your Imagination we sold 66 of our supplement and gym licensing business to American Pacific group at a 46 million 200 000 valuation and that was after taking 42 million in owner pay over the first four years I shared this because I can still hardly believe it all this was

because of a girl who believed in me a credit card and the ability to get leads important disclaimer knowing how to get leads saved my Business my reputation and likely my life it was the only way I stayed afloat it was the reason I kept getting second third fourth and fifth chances I advertised a lot of different things in a lot of different ways I advertise to get member leads for local gyms I advertised to get online weight loss leads for Layla I advertised to get gym owner leads to sell Business Services I advertised to

get affiliate leads for our supplement company I advertise to Get agency leads for our software and so on getting leads has been my get out of jail free card with no expiration date and at this point it's faded and worn with use I'd like to share this skill with you I can show you how to get more leads and here's your first piece of Good News by reading these words you're already in the top 10 percent most people buy stuff and never crack it open I'll also throw out a spoiler the further you read the

bigger the Nuggets get just watch thank you from the bottom of my heart thank you for allowing me to do work I find meaningful thank you for Lending me your most valuable asset your attention I promise to do my best to give you the highest possible return on it this book delivers the world needs more entrepreneurs it Needs more Fighters it needs more magic and that's what I'm sharing with you magic leads lots of leads you have a problem you're not getting as many leads as you want because you're not advertising enough period as a

result your potential customers are ignorant of your existence how sad this means less money flows your way so now that you know you have a problem unless you hate helping people and making money you kind of have to solve it how this book solves It to make more money you've got to grow your business you can only grow your business in two ways one and get more customers too make them worth more that's it I grow our portfolio companies with this exact framework 100 million leads focuses on number one getting more customers you get more

customers by getting one more leads two better leads three cheaper leads four reliably think from lots of places Bottom line all else being equal when you double your leads you double your business this book shows you how to transform your business into a lead getting machine once you apply its models you instantly increase lead flow and like cash flow when leads flow it's hard not to make money this book will solve your not getting enough leads problem for good in a nutshell I will show you how to get strangers to want to buy your stuff

What's in it for me in one word trust I give this book and the course that comes with it for free or at cost in hopes of earning your trust I want this book to provide more value than any one thousand dollar course thirty thousand coaching program or hundred thousand dollars degree although I could sell these materials that way I don't want to I have a different model I explain it Below who am I looking to help I want to provide value to two types of entrepreneurs the first is under one million per year in

profit my goal is to help you get to one million dollars in profit per year for free and in so doing earn your trust try a couple of tactics from this book get some leads then try a few more and get more leads the more leads you get the better do it enough and you become the Second type of entrepreneur the type making over 1 million in ebitda fancy word for profit per year once you get there or if that's you now it would be my honor to invest in your business and help you scale

I don't sell coaching masterminds courses or anything like that infest I buy equity in growing profitable bootstrapped companies then I use the systems resources and teams of all my companies to Fast Track The growth of your company but don't believe me yet we just met my business model my business model is simple one provide better free products than the marketplace's paid products two earn the trust of entrepreneurs who make over a million dollars per year in profit three invest in those entrepreneurs to Fast Track their growth four help everyone else for free for good our

process reverse Engineers success the winners Know my models will work for them because they already have and I know the winners will use them because they already do so we operate on shared trust this approach avoids failures and increases the likelihood of success win-win easy to say but let me show you how much of a difference our process makes within the first 12 months our average portfolio company 1.8 times revenue and three X's profits and we partner for the Long Haul that's just the first 12 months our average portfolio company who's been with us between

12 and 24 months 2.3 times revenue and 4.7 times as profits as a fun exercise plug your numbers in to see what that would look like for you this stuff works that's how I know the models I'm about to show you work they already have acquisition.com's mission to make real business accessible to Everyone businesses solve problems businesses make the world better there are too many problems for any one person to solve and I can't cure cancer and hunger or solve The World's energy crisis for now but I can provide value to the entrepreneurs who build

the businesses that will I want to help create as many businesses as possible so we can solve as many problems as we can so I share these Business building Frameworks rather than hoard them fair enough cool let's press on saw a basic outline of this book I laid this book out from zero clients zero leads zero advertising zero money zero skills was section two to Max clients Max leads Max advertising Max money and Max skills section four we learn more skills as we progress in the book and when we have more skills we can get

more leads in the same amount of time so we finish with the most complex Skills that get us the most leads for our time spent we save them for the end because they take lots of skills and money and getting good and having money takes time I want this book to help a person get their first five clients and crack their first 10 million dollar month and Beyond this order also reminds those with skills and money me included of the basics we stopped doing our businesses deserve better respecting the tried and true methods That got

you to your current level will probably get you to the next one Masters never don't do the basics so we go from getting your first lead all the way to Building 100 million leads machine here's the breakdown section one you're about to finish reading it right now section 2 I reveal what makes advertising really work most entrepreneurs think about advertising the wrong way since they think about Advertising the wrong way they do the wrong stuff to get leads you want to do the right stuff to get leads this is the way Section 3 we learn

advertising's core 4. there are only four ways to get leads so if there is a most important how to section it's this one section four we learn how to get other people customers employees agencies and Affiliates to do it all for you and this completes the Assembly of your fully functioning Dollar 100m leads machine Section 5 we wrap up with a one-page advertising plan you can use to get more leads today section two get understanding advertising simplified in this section we cover three things to make sure advertising does exactly what we want it to do

first we talk about what a lead actually is if we want more of them then we better be darn well sure we're talking about the same thing Second we learn how to separate leads that make you money from leads that waste your time third I show you the best ways I know to get the leads that make you money to show interest in the stuff you sell let's dive in leads alone Aren't Enough if you cannot explain something in simple terms then you don't understand it Dr Richard Feynman Nobel Prize winner in physics I'll let

you in on a little secret this book started because somebody asked me what a lead was you'd think it would be simple but I couldn't give a straight answer and after six months of trying to figure it out I was more confused than before it became clear I didn't know as much about leads as I thought my search for a clear definition of a lead snowballed into the massive project that became dollar 100m leads all this to say we've got to agree on what the heck Elite is before we dive head first into getting them

someone who clicks an ad a phone number a person that schedules a call a list of names a door you knock on a walk-in an email address a subscriber a person that sees your content Etc you see words matter because they affect how we think how we think affects what we do and if words have us thinking the wrong way then we will probably do the wrong stuff I hate doing the wrong stuff so to do The right stuff more and the wrong stuff less it's best we know what words mean and use them to

cut the suspense said lead is a person you can contact that's all if you bought a list of emails those are leads if you get contact information from a website or databasee those are leads the numbers in your phone Elites people on the street are leads if you can contact them their leads but what I came to realize was leads alone Aren't Enough We want engaged leads people who asterisk show asterisk interest in the stuff you sell if someone gives their contact information on a website that is an Engaged lead if someone follows you on

social media and you can contact them that is an Engaged lead if people reply to your email campaign they are engaged leads the lead showing interest are the leads that matter engaged leads are the true output of advertising getting more engaged leads Is the point of this book but I couldn't call the book engaged leads because no one would get it but now you do so the next question is how do we get leads to engage engage your leads offers and Lead magnets I don't do drugs I am drugs Salvador Dali April 2016. I paid

twenty five thousand dollars to be in this group and everyone told me to do a webinar in fact my mentor at the time told me do a Webinar every week until you make a million dollars until then don't ask me about anything else this is my only path to success I've got to figure this out a webinar As I understood it was a magical presentation with a zillion slides if somebody watched it would hypnotize them into buying my thing there was so much I didn't know landing pages registration Pages follow-up emails replay emails cart Close

emails presentation software website integration writing ads making ad creative figuring out where to put the ads who to show the ads to building a payment page processing payments never mind making the actual webinar the list overwhelmed me so I started with what I understood most the landing page I built a few of those for my gyms my mentor made Millions with webinars so I modeled his landing page but I didn't need it to make millions I just needed It to make something okay now the thank you page an entire Sunday later the thank you page

went live now for the big test I put my email into the landing page clicked sign me up and waited my brand new thank you page loaded success I still wasn't a millionaire sad face but it was something the following Sunday I sat down for my regular work on the business not in the business ritual I had 10 hours to figure Out the next piece of this webinar puzzle after my first cup of coffee I decided I didn't really want to work but I still wanted to feel productive so I went to my advertising groups

Forum to get some tips just got off my webinar 32k in an hour I roi'd the entire tuition in my first week webinars Rock I'm never going to make this work he joined the same month as me he was in the same industry as me he figured out how to make money with His webinar before me he was stealing all the clients before I even got a chance everyone is making money except me desperate I called other people in the group I will do anything for your business build a sales team write your sales scripts

fix your sales process anything just help me finish this webinar please one person agreed to help me thank God Eight Sundays later in the little circle next to my ad campaign turned green it's alive I was officially spending 150 dollars per day on ads all I had to do now was watch the money pour in I was gonna be rich three days dollar 450 80 leads and zero sales later I shut it all down suck no one even watched my webinar meanwhile that guy posted again about how much money he was making off this webinar

stuff Why do I suck so much I spent most of my money to join this group and I just set another 450 on fire I didn't have the money to fail again I needed the next thing to work and if I couldn't even get anyone to watch what was the point the case study I scrolled my news feed to see what other people were doing an ad caught my eye free case study on how I spent one dollar and made hundred twenty three thousand dollars in a weekend or Something like that I punched in my

email and the page sent me to a video of walking through a successful advertising campaign Nothing Fancy no slides no presenting just a dude explaining how his stuff worked this I can do I fired up my screen recorder okay everyone so here's the ad account of a gym we just launched here are the ads we ran this is how much we spent we sent them to this page with this offer You can see how many leads we got here they got this many people scheduled this many showed this is how many they sold this is

how much the gym owner made this is everything we did if you want help setting something like this up we'll do the whole thing for free and we only get paid off the sales you make if that sounds fair book a call it took maybe 13 minutes simple I swapped the webinar out for this video and changed the headline free case study how we Added 213 members and 112 thousand dollars in Revenue to a small gym in San Diego they would book a call on the next page I set up a fresh ad campaign and

went to bed the next morning Alex what did you do Layla asked oh what do you mean strangers have booked my calendar solid for like the next week really yeah did you start a new campaign or something yeah but I didn't think it Would go live so fast wait people booked calls yeah tons seeing Layla's calendar stacked with appointments filled me with joy it's working I learned an important lesson they didn't want my webinar but they did want my case study this accidental Discovery showed me how getting leads actually works you have to give people

something they want the best part is it's easier than you think lead magnets Get leads to engage offers are what you promise to give in exchange for something of value often a business promises to give its product or service in exchange for money this is a core offer if you advertise your core offer then you go straight for the sale the direct path to money advertising your core offer might be all you need to get leads to engage try this way first sometimes though people want to know more about your offer before They buy this

is common for businesses that sell more expensive stuff if that's you then you'll often get more leads to engage by advertising with a lead magnet first a lead magnet is a complete solution to a narrow problem it's typically a lower cost or free offer to see who is interested in your stuff and once solved it reveals another problem solved by your core offer this is important because leads interested in lower cost or free offers now are more Likely to buy a related higher cost offer later think of it like salty pretzels at a bar if

somebody eats the pretzels they'll get thirsty and order a drink the salty pretzels solve the narrow problem of hunger they also reveal a thirst problem solved by a drink which they can get in exchange for money the pretzels have a cost but when done right the drink Revenue covers the cost of the pretzels and Nets a profit So your lead magnet should be valuable enough on its own that you could charge for it and after they get it they should want more of what you offer this gets them one step closer to buying your stuff

a person who pays with their time now is more likely to pay with their money later good lead magnets get more engaged leads and customers than a core offer alone and do it for less money so let's make a lead magnet shall we seven steps to creating an effective Lead magnet step one figure out the problem you want to solve and who to solve it for step two figure out how to solve it step 3 figure out how to deliver it step 4 test what to name it step 5 make it easy to consume step

six make it darn good step seven make it easy for them to tell you they want more something to keep in mind before we start Grand Slam offers work for free stuff as much or better than they do for paid stuff so Make your lead magnet so insanely good people will feel stupid saying no and yes this means you may have a few insanely valuable offers even if some are free but that's a good thing the business that provides the most value wins period so let's get started step one figure out the problem you want

to solve and who to solve it for here's a simple example we can walk through together this book is a lead magnet you are a lead I want to solve an Engaged lead problem and I want to solve it for businesses making less than one million in annual profit with enough engaged leads they can make more than one million plus dollars in annual profit then they qualify for my core offer me investing in their company to help them scale the first step is picking the problem to solve I use a simple model to figure this

out I call it the problem solution cycle you can see it below Every problem has a solution every solution reveals more problems this is the never-ending cycle of business and life and smaller problem solution Cycles sit inside larger problem solution Cycles so how do we pick the right problem to solve we start by picking a problem that's narrow and meaningful then solve it and like we just learned when we solve one problem a new problem reveals itself here comes the important parts if we can solve that new problem With our core offer we've got a

winner this is because we solve this new problem in exchange for money that's it don't overthink it example imagine we help homeowners sell their homes that is a broad solution but what about the steps before selling a home owners want to know what their house is worth they want to know how to increase its value they need pictures they need it cleaned they need Landscaping they need minor things fixed they need Moving services They may need staging Etc these are all narrow problems great for lead magnets we pick one of the narrow problems and solve

it for free and although it helps it makes their other problem more obvious they still have to sell their home but now we've earned their trust so we can charge to solve the remaining problems with our core offer and help them achieve their broader goal action step Pick the narrowly defined problem you want to solve then make sure your core offer can solve the next problem that comes up Step 2 figure out how to solve it there are three types of lead magnets and each offers a different type of solution first if your audience has

a problem they don't know about your lead magnet would make them aware of it second you could solve a recurring problem for a Short amount of time with a sample or trial of your core offer third you can give them one step in a multi-step process that solves a bigger problem all three solve one problem and reveal others so your three types are one reveal problems two samples and trials and three one step of a multi-step process one reveal their problem think diagnosis these lead magnets work great when they reveal problems that get worse the

Longer you wait example you run a speed test that shows their website loads at thirty percent below the speed it should you draw a clear line between where they should be and how much money they lose by being below a standards example you do a posture analysis and show them what their posture should look like you draw a clear line to what their pain-free life would look like if their Posture were fixed and how you can help example you do a termite inspection that reveals what happens when the bugs eat their home if they do

have termites you can get rid of them for cheaper than the cost of another home if they don't they can pay you to prevent the termites from coming to begin with you can sell them either way win win two samples and trials you give full but Brief access to your core offer you can limit the number of uses time they have access or both this works great when your core offer is a recurring solution to a recurring problem example you hook them up to your faster server and show their website loading at lightning speed they

get more customers from your faster load times if they want to keep it they need to keep paying you example you give a free adjustment for Their bad posture and they experience relief to get permanent benefits they must buy more example food Cosmetics medicine or any other consumables consumables by Nature have limited uses and solve recurring problems with recurring use so single serving fun sized Etc a samples are Great lead magnets it's how Costco sells more food than other stores they give out samples three One step of a multi-step process when your core offer has

steps you can give one valuable step for free and the rest when they buy this works great when your core offer solves a more complex problem example this book I help you get to one thousand dollars zero zero zero plus per year in profit then you'll have new problems we can help you solve and scale from there example you give away a free wood Sealant for a garage door but the sealing process requires three different coats to protect from all weather conditions I do the first one free explain how it only gives partial coverage and

offer the other two in a bundle example you give away free finance courses guides calculators templates Etc they're so valuable people really can do it all themselves but they also reveal the time effort and sacrifice of doing it all so you offer Financial Services to solve all that action step pick how you want to solve your narrowly defined problem step 3 figure out how to deliver it there are unlimited ways to solve problems but my favorite lead magnets solve them with software Information Services and physical products and each of those works great with the three

types of lead magnets from step two I'll show you what I've done to attract gym owners using each lead magnet type 1. software and you give them a tool if you have a spreadsheet calculator or small software your technology does a job for them example I give away a spreadsheet or dashboard that gives a gym owner all their relevant business stats Compares them to Industry averages then gives them a rank two information you teach them something courses lessons interviews with experts keynote presentations Live Events mistakes and Pitfalls hacks tips Etc anything they can learn from

example I give away a mini course for gyms on how to write an ad three services you do work for free adjust their back perform a website audit apply the first layer of garage sealant transform their video into an ebook Etc example I run gym owners ads for free for 30 days 4. physical products you give them something they can hold in their hands a Posture assessment chart a supplement a small bottle of garage door sealant boxing gloves to get boxing gym leads Etc example I sell a book for gym owners called gym launch secrets

with three different types of lead magnets and four ways to deliver them that's up to 12 lead magnets that solve a single narrow problem so many magnets so little time I make as many versions of a lead magnet as I can and rotate them this keeps the Advertising fresh and low effort plus you see which ones work best like my case study story at the beginning of the chapter the results are often surprising and you won't know until you try action step as a thought exercise think of a lead magnet and then a version of

it for each delivery method you always can I promise then pick how to deliver your lead magnet step 4 test what to name it David Ogilvy said when you have written your headline you have spent 80 cents of Your advertising dollar what that means is five times more people read your headline than any other part of your promotion they read it and make a snap decision to read further or not like Ogilvy Hintz Leeds have to notice your lead magnet before they can consume it like it or not this means how we present it matters

more than anything for example improving the headline name and display of your lead magnet can 2 x 3 x or 10x your engagement it's that Important besides if no one shows interest in your lead magnet no one will ever know how good it is you can't leave it to chance so listen up here's what you do next you test the three things you'll want to test are the headline the image and the sub headline in that order the headline is the most important so if you only test one thing test that for example I had

no idea what to title this book so here's what I did to figure out which name would do the best I tested The results may surprise you as much as they surprised me headline tests round one advertising versus promotion advertising one round two advertising versus leads leads one round three marketing versus leads leads still wins book cover image test real versus cartoon real one sub headlines round one how to get more people to want to buy your stuff versus how to get strangers to want to buy your stuff the second one Round two how to

get more strangers to want to buy your stuff versus how to get strangers to want to buy your stuff the second wins again round three how to get as many leads as you darn well please versus how to get strangers to want to buy your stuff the second wins again round to four get strangers to want to buy your stuff versus how to get strangers to want to buy your stuff the second one takes the Undisputed win Round three how to get as many leads as you darn well please versus how to get strangers to

want to buy your stuff the second one is better note two things with the sub headline tests one how to get strangers to want to buy your stuff overwhelmingly be to get strangers to want to buy your stuff the only difference is two little words how to and it also beat how to get more Strangers to want to buy your stuff with a single word removed more small changes can make big differences two since so many people asked I figured I'd answer it here I didn't subtitle the book how to get strangers to buy your

stuff because that's sales not getting leads the point of this book is to get strangers to show interest not to buy yet a raised hand is where this book ends 100m sales or persuasion I haven't decided yet will be a future book one problem at a time action step test if people engage in droves you've got a winner and if you have any following at all you can run polls like these you don't need a lot of votes to get a directional idea if you can't do that make a post on every platform and ask

people to respond with A1 or A2 then count them up if you still can't even do that then just message People and ask there's always a way and this is one of the highest leverage things you can do with your time sure how you package it gets engagement and you give yourself a big head start bonus points if people respond to the poll and ask when they can get their hands on it you have a mega winner step five make it easy for them to consume people prefer to do things that take less effort so

if we want more people to Take us up on our lead magnet and consume it we gotta make it easy you can see 2x 3x and even 4X plus increases in take rates and consumption simply by making it easier to consume one software you want to make it accessible on their phones on a computer and in multiple different formats this way they'll pick the one easiest for them R2 information people like to consume things in different ways some people Like watching other people like reading others like listening Etc make your solution in as many different

formats as you can images video text audio Etc offer them all that's why this book comes in every format people consume a three services be available at more times in more ways more times of day more days of the week via video call phone call in person Etc the easier you are to get a hold of the more likely people will become engaged Leads to claim the free value a four physical products make it super simple to order and fast to get to them make the product itself fast and easy to open give simple directions

on how to use the product example Apple made its products so well they didn't even need directions and the packaging is so good most people keep the boxes action step package your lead magnet in every way you can it dramatically increases how many engaged leads come your way and more leads Engaging with your lead magnet means more leads getting value from it this is huge fun fact my book 100 million dollars offers has a near perfect one four one four one fall for one and four split between e-books physical books audiobooks and videos free on

acquisition.com making the book available in multiple formats is the easiest way I know to get two three four acts the amount of leads for the same work if I only made it Available in one format I'd miss out on the three four x the people who wouldn't have read the book otherwise what a shame that would have been and what a waste step six make it darn good give away the secret sell the implementation the marketplace judges everything you have to offer free or not and you can never provide too much value but you can

provide too little so you want your lead magnet to provide So much value people feel obligated to pay you the goal is to provide more value than the cost of your core offer before they've bought it think about it this way if you're scared of giving away your secrets imagine the alternative you give away sucky fluff then people who might have become customers think this person sucks they only have sucky fluff then they buy from someone else so sad not only that they tell other folks who might have bought from you not two it's A

vicious cycle you don't want to ride but remember people buy stuff based on how much value they think they'll get after they buy it and the easiest way to get them to think they'll get tons of value after they buy is drum roll please to provide them with value before they buy imagine a company scaled from dollar one m to dollar ten M just by consuming my free content the chance they'll partner with acquisition.com is huge because I paid For my share before we even started action step 99 of people aren't gonna buy but they

will create or destroy your reputation based on the value of your free stuff so make your lead magnets as good as your paid stuff your reputation depends on it provide value stack the deck reap the rewards step 7 make it easy for them to tell you they want more once the leads consume the lead magnet some of them will be ready to buy or Learn more about your offer this is the time to give a call to action a call to action CTA tells the audience what to do next but there's a little more to

it than that at least if you want your advertising to work good ctas have two things one what to do and two reasons to do it right now what to do ctas tell the audience to call the number click the button give information book The Call Etc there are way too many to list just know ctas tell the audience How to become engaged leads good ctas have clear simple and direct language not don't delay but instead call now read the next paragraph to learn more see what I did there reasons to do it right now

if you give people a reason to take action more people will do it but a couple things to keep in mind first good reasons work better than bad reasons and second any reason even bad ones tends to work better than no reason at all So to get more people to take action I include as many effective reasons as I can here are my favorite reasons to act now a scarcity scarcity is when there is a limited amount of something especially when there is a small Supply compared to demand when something is scarce like your lead

Magnet or offer people also tend to want it more And this is why they're more likely to act right now the fewer you have the more valuable people think it is but there's a catch the fewer you have the fewer engaged leads you can get before running out so the best strategy I know for scarcity is reality let me explain if you sold 1000x the customers tomorrow could you handle it if not you have some limit to how much you can sell maybe you're limited by customer service onboarding inventory time slots per week Etc don't

keep it a secret advertise it this gives you ethical scarcity if you can't handle more than five new customers per week say so draw attention to the Natural scarcity in your business if you have limitations you may as well use them to make money example the most convenient class times fill up fast call now to get the one you want I can only handle five people per week so if you want it solved soon do x y z we only printed one batch of shirts and we'll Never read reprint this design get one so you

don't regret missing out forever B urgency you can have unlimited units to sell but let's say you stop selling them in an hour on purpose I bet more people that saw the normal will buy your thing in that hour this is urgency in action urgency is when people act faster because they have a short amount of time and the less time people have the faster more urgent they tend to act so if you Make the time they can act on your CTA shorter you can get more of them to act on it faster you can

also use the same urgency with discounts or bonuses that go away after X minutes or hours after which this offer will never be available again example our July 4th promotion ends Monday at midnight so if you want it take action now our Black Friday promotion ends at midnight there are only four hours left get it while the getting's good through Friday I'll also Throw in a free hat to anyone who buys more than three books so if you want to look slick in an acquisition.com head buy now C fraternity party planner my favorite make up

a reason fraternities don't need a reason to party but they sure make up some doozies John got his wisdom teeth removed Margarita Monday toga Tuesdays thirsty Thursday Etc your reason doesn't even have to make sense and it will still get more People to act in fact Harvard ran an experiment showing that people were more likely to let someone cut in line if they only gave a reason the number of people that let others cut increased if the reason made sense like scarcity and urgency but any reason still works better than no reason so I always

try to include one think the stuff you say after the word because examples Because moms know best e because your country needs you because it's my birthday and I want you to celebrate with me action step give a clear simple action-oriented CTA then give them a reason why using scarcity urgency and any other reasons you can think of and do it often Don't Be Clever be clear even if your lead magnet costs money to deliver it should still lower your cost to get a new customer This is because more engaged leads means more chances to

get customers and the extra customers more than cover your costs that's the point let's say you make ten thousand dollars of profit on your core offer and it costs you one thousand dollars in advertising to get someone on a call for it if you close one out of three people it costs you three thousand dollars in advertising to get a customer since we have ten thousand in profit to Work with that's fine but we're Savvy we can do better so let's do better imagine you advertise a free lead magnet instead of your core offer your

lead magnet costs you twenty five dollars to deliver and because it's free to them more will engage the extra engagement means it only costs 1.75 in advertising to get someone on a call all in it's dollar one hundred per call by delivering value before they buy you get 10 times more engaged leads for the same cost note This happens all the time when you nail the lead magnet now let's say one out of ten folks who get the lead magnet buys your core offer this means your new cost to acquire a customer is dollar one

thousand dollar one hundred times ten people we just cut our cost to get a customer by 3x so instead of spending 3 000 to get a new customer by using a lead magnet we spend only dollar one thousand given we Make ten thousand dollars that's a ten it's a one return so if we keep our advertising budget the same and use a lead magnet we triple our business remember the goal is to print money not just make our fair share this is where experienced business owners beat newbies with a twenty five dollars budget to deliver

your lead magnet you can provide far more value than a dollar zero budget crazy I know you attract more customers because your lead magnet is more Valuable than other people's oftentimes by a lot this translates into More Strangers becoming engaged leads it also translates into more sales because you provided value in advance win win win action steps Step Zero if you're struggling to get leads make an amazing lead magnet step one figure out the problem you want to solve for the right customer step two figure out how you want to solve it step three figure

out how to deliver it step four make the Name interesting and clear step five make it easy to consume step six make sure it's darn good step seven tell them what to do next why it's a good idea do it clearly and do it often section the two conclusion my goal with this book is to demystify the lead getting process in the first chapter we covered why leads alone aren't enough you need engage leads in the second chapter we covered how to get leads to engage a valuable lead Magnet or offer and a good Lead

magnet does four things one engages ideal customers when they see it two gets more people to engage than your core offer alone three is valuable enough that they consume it four makes the right people more likely to buy so more people show interest in our stuff we make more money from them and we deliver more value than we ever have all at the same time next up we've armed ourselves with a powerful lead magnet now I'll show you the four ways we can Advertise it in other words now that we have the stuff we gotta

tell people about it let's get some leads section three get leads the core 4 advertising methods we get engaged leads by letting people know about our stuff and there are two types of people we let know people who know us and people who don't and there are two Paths of letting them know about it one to one and one to many those combine into the four basic ways One person can let other people know about anything let's break down how we can use these four ways to get us leads two types of audiences warm and

cold warm audiences are people who gave you permission to contact them think people who know you friends family followers current customers previous customers contacts Etc cold audiences are people who have not given you permission to contact them think Strangers by other people's audiences buying contact lists making contact lists paying platforms for Access Etc the difference matters because it changes how we advertise to them two ways to communicate one to one private one-to-many public we can contact people one to one or one to many another way of thinking about this is private or public communication private

communication is when only one person gets a message at a time think Phone call or email if you announce something publicly many people can get it at the same time think social media posts or Billboards or podcasts now automation can make this seem confusing don't let it automation just means some of the work is done by machines the nature of the communication stays the same email for instance is one to one emailing a ten thousand person list once is more like one to one really fast by a machine automation which we cover later Is one

of the many ways we can get leads on steroids like audiences the difference between public and private communication matters because they change how we advertise section three outline get leads combining warm and cold audiences with one to one and one to many leads us to the only four ways we can let anyone know about anything the core four I combined them below for you one to one to a warm audience equal Sign warm Outreach one to many to a warm audience equal sign posting content one-to-one to a cold audience equal sign cold Outreach one to

many to a cold audience equal sign paid ads and these are the only four things you can do to let other people know about the stuff you sell and each method takes us one step closer to the land of overflowing leads I refer to the core 4 throughout the rest of the book so get To know them in fact make them Part of Yourself once you do you will have your own get out of jail free card to carry around forever it will give you as many chances to succeed at business as you could ever

want for the rest of your life or at least it has for me so if you aren't getting as many leads as you want you're not doing the core 4 with enough skill or with enough volume we cover all this stuff in lots of Detail how they work how to do them when to do them and show how to measure your progress along the way this simplifies the overly confused world of advertising into four core actions either do them and get as many leads as you darn well please or get crushed by those who do

hash one warm Outreach how to reach out to people you know the world belongs to those who can keep doing without seeing the result of their doing May 2013 Starting out for the third time that day I pulled out my phone and checked my bank account 51 128 dollars I let out a small sigh of relief it's amazing how years of work and saving can fit into such a tiny screen feeling good for the moment I switched over to social media to get more dopamine friends from college were applying to business school acceptance letters Filled

my news feed I too started the business school application process I had a choice I could either quit my job and go to business school or I could quit my job and start a business the application stared at me how will a Harvard MBA help your short and long-term goals that question changed my life I spent three days trying to answer it at the end of the third day I saw the truth it wouldn't hundred fifty thousand dollars in loans and two years without Income wouldn't help me start a business at least not as much

as starting a business and taking two years to figure it out I could make the same amount by the time I graduate and skip the debt or at least that's what I told myself so I quit my job and took the steps to start my business I set up impetus Group LLC check I set up a business banking account so I a check I set up a merchant account to Process payments check there still wasn't any money coming in but at least I felt legit impetus Group LLC say it out loud the first person I

told about my new business said impotence God I suck no wonder the name was available I immediately changed it to the free training project name that doesn't suck check I was in business but I had a problem and I didn't know anything about Advertising or sales but I did know I needed clients so I just asked around where I could I called texted and sent Facebook's messages to a bunch of people I knew hey do you know anyone who's trying to get into shape I'm training people for free for 12 weeks on top of that

I'll make them a custom nutrition plan and grocery list all they have to do is donate to a charity of their choice and let me use their testimonial only six People said yes six two high school friends one college friend and three people they referred I emailed everyone Fitness plans and we got to work we texted during the week to keep tabs on progress thankfully they were all friends of mine so they gave it their all they encouraged me more than anyone in the beginning a decade later I still have their before and after pictures

and this is where the decision to skip Business Schools started coming back to haunt me a few months into this I was less sure of myself my pile of money didn't look as big without new money coming in every month and it started turning into a real problem so after 12 weeks of the pay a charity period I asked them to pay me instead I was the charity now huh I worried they'd be upset to pay me instead but they didn't seem to mind Once they got results I asked them to send their friends over

to my surprise I got another five or six clients from their referrals I asked the referrals to pay me directly again none of them minded that little business made about four thousand dollars per month and replaced the income from my first job it gave me enough money to live on and some my savings started to grow again sigh of relief if this business sounds straightforward that's because it Was I emailed clients their plans and they texted me the questions they had along the way that's about it so if you're starting you don't need a lot

all you need is a tax ID a bank account a way to take payments and a way to communicate with people but that last part a way to communicate with people is the most important part it's how you get leads so even though I had no idea I was doing warm reach outs one of the core four it's how I got my First leads I still get leads this way just with bigger numbers and I'll show you how you can too how warm reach outs work warm reach outs are when you make one-to-one contact with

your warm audience aka the people who know you it's the cheapest and easiest way to find people interested in the stuff you sell it's super effective and most businesses don't do it don't be like most businesses also you do have a warm Audience uh even if you don't know it everybody knows somebody so your personal contacts are the easiest place to start warm reach outs usually come in the form of calls texts emails direct messages voicemails Etc and like we learned in section two you advertise one of two things you let them know about your

lead magnet Something Free and valuable or you let them know about your core offer the main thing you sell when you start doing warm reach outs you Don't get many engaged leads for your time you do everything on your own and make each Message personal but for that reason it is reliable as certain as the sun rises and sets it works note reaching out to your warm audience Works whether you have 100 contacts or 1 million so as your business grows you will use Automation and employees to make it more efficient the systems start small

with you but They scale all the way up I detail how to scale these systems to larger audiences in section four how to do warm reach outs in 10 steps warm reach outs are a fantastic way to get your first five clients for any new product or service advanced folks think re-engagement and new product lines here's how to do it step one get your list step two pick a platform step 3 personalize your message step 4 Reach Out step 5 warm them up step 6 invite Their friends step 7 make them the easiest offer in

the world step 8 start at the top step nine start charging step 10 keep your list warm step one but I don't have any leads everyone has a list you know other humans let me prove it to you grab your phone inside you have contacts each contact has subscribed to communication from you they have given you the means and permission to contact them pull up all the email accounts you've used over The years pull your contacts and address lists from each Bingo look at all them leads now go to all your social media profiles see

your followers subscribers friends connections or whatever kids call them these days a Eureka you got more leads add up all your contacts from all the platforms seriously figure out the number between your phone emails social media and other platforms you will have more than enough contacts to get started for many of you this will be Your first thousand leads would you look at that I don't have any leads just found some and if you're terrified you'll have to talk to people relax you'll like what I'm going to show you next step two but I don't

know where to start pick a platform pick the platform you have the most contacts on phone email social media mail carrier pigeon Etc it doesn't matter just pick the one with the most Contacts you'll hit them all eventually anyways step 3 but what do I say personalize your greeting use something you know about the contact as your actual reason to reach out if you don't have much personal info you can check their social media profiles Etc to learn a bit about them first don't be a weirdo pay your social dues remember you haven't asked for

anything you're just checking in and providing value so Relax example saw you just had a baby congrats how is the baby doing how are you step four now what reach out to 100 people every day to get what you want you have to deserve what you want Charlie Munger now reach out to 100 of them per day with your personalized messages you'll call text email message send a postcard Etc and you will reach out to them up to three times once per day for three days asterisk or until they respond whichever Comes first asterisk once

per week with physical mail step five what do I say when they respond act like a human now we can break the ice without sounding icky reply using the ACA framework acknowledge what they said restate it in your own words this shows active listening example two kids and you're an accountant compliment them on whatever they tell you tie it to a positive character trait if you can Example wow super mom so hard working managing a full-time career and two kids ask another question lead the conversation in whatever Direction you want in this case to a

topic closer to your offer examples therapy for safe coaching do you get time for yourself Fitness weight loss and do you have time to get workouts in cleaning services do you have anyone who helps you keep the house Tidy the ACA framework is great because it helps you talk to anyone it just so happens it's also useful for letting people know about your stuff this means you can learn about the person and guide the conversation toward your offer people love talking about themselves so let them they also love to be complimented so do that too

Mom and if people feel good when talking to you they'll like and trust you more you want people to like and trust you more Besides it's solid practice to find the good in everyone anyway speaking of practice this will take practice and that's okay step six how do I know if they're interested make them an offer get through a normal amount of conversation think three four exchanges if on the phone or messaging in three four minutes if in person then you'll make them an offer to see if they're interested when I make an offer from

scratch I refer to the value Equation if you're wondering what's the value equation it was the core concept of my first book dollar 100 m offers value as I Define it has four elements one dream outcome what the person wants to happen the way they want it to happen State the best possible results your product can get big bonus points if those results come from people like the one you're talking to perceived likelihood of achievement How Likely they think it is for them to achieve their goal include results reviews Awards endorsements certifications and other forms

of third-party validation also guarantees are huge three time delay how long they believe it'll take to get results after they buy describe how fast people start getting results how often they get results when they start and how long it takes to get the best results possible 4. effort and sacrifice the bad stuff they'll have to endure and the good stuff they'll have to give up in their struggle to get the result show them the good stuff they can keep doing or get to do and still get results and show them the bad stuff that they

can get rid of or avoid doing and still get results the goal is to maximize the first two and minimies the second two so all you have to do now is show someone you have exactly what they want They're guaranteed to get it insanely fast without lifting a finger or giving up anything they love no biggie right obviously that's ideal we got to get as close to that as we can without lying or exaggerating so let's do just that with a real life offer by the way do you know anybody who is describe their struggles

looking to dream outcome in time delay I'm taking on five case studies for free because that's all I can handle I just want to get some testimonials for my Service and product I help them dream outcome without a effort and sacrifice it works I even guarantee people get dream outcome or I work with them until they do I just had a girl named xgax work with me dream outcome even though she described the same struggle your contact has I also had another guy who dream outcome and it was his first time I just like more

testimonials to show it works across different scenarios does anyone You like come to mind pause if on the phone and if they say no well does anyone you hate come to mind ha this helps break any awkwardness there's an important feature here we're not asking them to buy anything we're asking if they know anyone and other people who say yes most say they are interested this entire thing is engineered to boost their perceived Likelihood of achievement it's why we show struggles and results from people like them who have struggles like theirs but we let them

connect the dots since you didn't ask them to buy anything you don't come off as pushy some people will show interest in your stuff some will refer you to those who might some will do both in all three outcomes you win and you win without pushing anything on anyone if you have even less time or space to deliver it just use the value Elements back to back I help ideal customer get dream outcome in time period without effort and sacrifice and increase perceived likelihood of achievement look at the pro tip below note these work well

for emails texts direct messages calls and in person just fill in the blanks Pro tip 11 ways to increase perceived likelihood of achievement here's how you increase their perceived likelihood of achievement so more people take you up On your offer include one or more of the following one showing proof we have done what they want our own story two showing proof of people just like them getting what they want think testimonials 3. showing the sheer volume of happy reviews we've received think lots of five stars a if you don't have reviews yet even the number

of people you've helped Works four certification slash degree slash third party accreditations that were legit five number stats Research that supports the outcome you want them to believe 6. experts vouching for a seven some new unique characteristic they haven't filled with before so it might work this time eight celebrities who endorsed us they trusted them so should I 9. guaranteeing they'll achieve it so we put some skin in the game too 10. how well you describe them or the current pain they're experiencing the more specific the better think he she Really gets me they must

know how to help eleven if possible demonstrate the outcome live or show a recording of it happening a example advertising agency plays a recording of a call that a gym owner has to make to lead on the sales call could you handle making a call like that to a lead if we get them for you it demonstrates the outcome of the advertising Services people don't want leads they want customers they just Don't know a better way to ask for them step 7. how do I get them to say yes make it easy for them to

say yes make it free after people show interest make your offer easy to say yes to I like to start with the easiest offer enhancer in the world and free and don't try to look Advanced if you're not people aren't dumb just be honest and keep it simple since I'm only taking on five people I Can give you all the attention you need to get brag worthy results and I'll give it all for free so long as you promise to one use it too give me feedback and three leave a killer review if you think

it deserves one does that sound fair this sets a reasonable expectations upfront and boom now you're just helping people for free winning my recommendation whenever you launch a new product or service make the first five free the exact number matters less Than knowing why you benefit from it here's why one you get the Reps in and become comfortable with making offers to people it'll calm your nerves knowing you're just helping for free for now winky face two you probably suck for now people are far more forgiving when you haven't charged anything three because you probably

suck you need to learn how to suck less you suck less by Doing more it's better to have a few guinea pigs to get the Kinks out you'll learn a ton from the people you help for free I promise even though it may not feel like it now you're getting the better end of the deal four if people get value especially for free they're far more likely to step seven How do I get them to say yes make it easy for them to say yes make it free after people show interest make your offer easy

to say yes to I like to start with the easiest offer enhancer in the world and free and don't try to look Advanced if you're not people aren't dumb just be honest and keep it simple since I'm only taking on five people I can give you all the attention you need to get brag worthy results and I'll give It all for free so long as you promise to one use it too give me feedback and three leave a killer review if you think it deserves one does that sound fair this sets a reasonable expectations up

front and boom now you're just helping people for free winning my recommendation whenever you launch a new product or service make the first five free the exact number matters less than knowing why you benefit from it here's why one you get the Reps in and Become comfortable with making offers to people it'll calm your nerves knowing you're just helping for free for now winky face two you probably suck for now people are far more forgiving when you haven't charged anything three because you probably suck you need to learn how to suck less you suck less

by doing more it's better to have a few guinea pigs to Get the Kinks out you'll learn a ton from the people you help for free I promise even though it may not feel like it now you're getting the better end of the deal four if people get value especially for free they're far more likely to a leave positive reviews and testimonials B give you feedback C send their friends and family and if That's not awesome enough free customers can make you money in three other ways one they convert into paying customers two they send

you paying customers via referrals three their testimonials bring in paying customers so no matter what you win what if they say no often the most expensive part of what you sell isn't the price it's the hidden costs hidden costs are the time effort and sacrifice it takes to get results From the thing you sell in other words the bottom part of the value equation if you struggle to give your stuff away for free it means either people don't want ID dream outcome they don't believe you perceived likelihood of achievement or the hidden costs time effort

and sacrifice are too high in short your free stuff is too expensive so figure out the hidden costs once you do you unlock even more value that you'll eventually be able to charge for To build your understanding of hidden costs ask so when someone says no ask why what would I have to do to make it worth it for you to continue their answers give you a chance to solve their problem and if you solve that problem they'll probably buy from you and even if they don't buy from you they'll give you the ammo to

get the next person to and remember failure is a requisite for Success it's part of the process so rack Up failures as fast as you can get them out of the way to start paying down your no tax if you get thousands of no's you will get your yeses I promise I always tell myself yeses give me opportunity knows give me feedback either way I win a step eight what do I do once I've reached out to everyone start back at the top after reaching out to all the leads on one platform switch to the

platform you have the second most leads on after you Reach out to those leads go to the platform you have the third most leads on and so forth let's say you follow this to the T because being poor sucks more than helping people for free if between all platforms you have 1 000 leads that gives you 10 solid days of work a month of work including follow-ups by this point I promise five or more people will have accepted your free offer and some will have converted into Paying customers if you did a good job they'll

send friends and they'll become paying customers too so let's make our first dollar step nine but I can't work for free forever start charging this is important this is your litmus test to know when you're good enough to charge once people start referring start charging when that happens swap out free in the script above to eighty percent off for the next five then sixty percent Off for the next five then forty percent off for the next five and so forth the I increase my prices every five rule also adds urgency because prices actually go up

and if you're curious you don't have to stop raising your price feel free to keep raising it by twenty percent every five until you find your sweet spot it's your business you can do what you want charge more as you get more experienced a nice reward Pro tip get more cash up front and more yeses Coming from prepay plus guarantee offering a guarantee gets more people to buy because it reverses risk here's a nice Twist on a guarantee that'll get you more yeses and more cash you can offer a guarantee only to people who pay

up front reason why people who invest up front are more committed and as a REO salt were able to guarantee their outcomes so if you'd like our guarantee you can prepay our service another version of wording I got my good friend Dr cachet after the person agrees to buy you say would you rather pay less today or get all your money back paying less today equals sign payment plan so less money down get all your money back equal sign prepay and get a guarantee that you get the result you want example pay less equal sign

two thousand dollar per month for three months equal sign six thousand dollars no guarantee or get all your money back equal sign six thousand Dollars up front with a guarantee presented this way the majority of the people take The Upfront cash option with the guarantee so if you planned on offering one anyways you may as well weaponize it to incentivize more people to pay up front step 10. but what do I do from here keep your list warm give regular value to your list through email social media Etc to keep it warm A warm list

stays primed for your warm reach outs in the future we cover exactly how to give that value in the next chapter once you've given value for a while or see who wants value probe your list with Dean Jackson's Timeless nine word email template are you still looking to forward desire no images no frails no links just a question nothing else This message is money for getting leads to engage and it's among the first things I do when I invest in a new business here are a few examples are you still looking to buy your dream

home get more sales leads tone up your arms open an online store start a YouTube channel you get the idea swipe and deploy you make the ask to see who replies AKA engaged leads and these replies should Be your top priority for warm reach outs I'll end step 10 here because I break down this give ask process in the next chapter the main point is that a warm list is a huge asset because it's a consistent and growing source of engaged leads if you treat them well your audience will feed you forever advertising checklist summary

yeah now let's look at this in 10 lines because it took 10 pages to get here Warm reach outs daily checklist who yourself what first five free wear phone slash email slash physical mail SMS slash Etc to whom your contacts when first four hours of your day why you want to get customers or intros how personalized message using ACA how much 100 attempts per day how many follow up two more times after first how long until you get customers benchmarks how well am I doing warm reach outs should get about one in five contacts to

engage So 100 warm reach outs should get about 20 replies of the 20 who reply another one in five-ish will take you up on your free offer so four people of the four who take your free offer now you should be able to convert one into some sort of paid offer later hooray money this framework allows you to predict how many customers you get per 100 warm reach outs in the example you would get one customer per 100 reach outs these numbers vary based on the Value of your offer and how much they trust you

but no matter what with enough volume you will get a customer and the more you do it the better your numbers will get it just takes effort you'll also learn a lot about what engages your audience what they value and how to make offers to them this knowledge can make you Millions you get to learn while you earn score this process alone can take you to a hundred thousand per year with nothing else wild I know here's the Money math this assumes one percent of your list buys a dollar 400 offer using only warm reach

outs 500 reach outs per week equal sign five customers per week dollar 400 product equal five customers per week times dollar four hundred each equal sign two thousand dollars per week two thousand times fifty two weeks equal sign hundred and four thousand dollars Bingo which as of this writing is still two times the median household income in the US not bad Pro tip and join Communities to learn even faster join communities of people doing the same advertising method as you they're great for peer support and up-to-date tricks and tips also don't do anything sketchy there

are lots of people who Pride themselves on pushing the legal envelope don't be that person it always come back to bite you do it the right way and you will feed yourself for Life you'll learn more in the first 10 days of doing 100 Reach outs than you did from everything you've ever read or watched get that learning done as fast as you can remember we want to get rich not just get by what's next a warm reach outs have two limitations the first is time when you're starting out getting new customers should take the

majority of your time think four hours per day minimum it should be the first thing you do when you get up and you shouldn't Stop until you achieve your goal embrace the work it will be part of the story you tell one day it has been for me the second limiter is the number of people who know you you'll eventually run out don't worry though we can get more a lot more now we add the second of the core 4 advertising activities posting free content hash two post free content part one how to build an

audience to get engaged leads no one's ever complained about getting too much Value January 2020 did you hear about Kylie Jenner Layla asked no why I replied she's now the youngest female self-made billionaire wait what yeah she's 20. Forbes just put her on the cover I was 10 years older than her and not a billionaire why do I suck so much how could she make so much more than me I thought I was pretty good at business we took home dollar 13 am in personal income the year before But I was clearly missing something and

I felt horrible about it my ego protected me well Kris Jenner is her mother and she must have organized all this I wrote it off as Rich parents and moved on a few months later Layla looked up from her computer dude Huda just sold a minority stake in her company at a dollar 600 M valuation Huda the makeup girl I replied yeah holy cow Again how have I been screwing up so bad how was someone so young making so much more money than me she's in Beauty she can do that I can't I told myself

then carried on a few months later a headline caught my eye Conor McGregor's proper 12 whiskey hits a 600 million valuation within 12 months of launching see another person making gobs of money in what felt like seconds a few months later I saw another Headline with an insane 3.5 billion worth Dwayne Johnson's taramana sweeps the floor with Conor McGregor's proper 12. Dwayne The Rock Johnson was now a multi-billionaire and he never even talked about business what am I doing wrong a few months later at a famous friend's house up to this point I stayed behind

the scenes for the most part I did not want to be famous I wanted to be rich and I succeeded at that but seeing successes chipped away at my Beliefs could building a personal brand be that powerful answer yes but I wanted my privacy we sat around his kitchen table and I asked him you get all these weird messages from strangers people threaten your family are you still happy you became famous he replied with something that changed my life forever if getting weird messages and hate from people I don't know is the price I have

to pay to make The impact I want to have I'd pay that price any day of the week I felt exposed I was being a pansy I claimed I wanted to make the impact but wasn't willing to pay the price for it after that conversation Layla and I went all in on building personal brands I have a core belief I'd like to transfer to you if someone is making more money than you they are better at the game of business in some way take it as good news it means you can learn from Them don't

think that they had it easy don't think that she'd had a shortcut don't tell yourself they broke some moral code even if it's true none of those beliefs serve you none of those beliefs make you better years ago I was vocal about making content I didn't see the point why would I waste my time making something that would disappear in a few days I thought it was a stupid waste of time and let everyone know I was wrong it really Wasn't about the content at all it was about the audience what I didn't understand was

the content you create isn't the compounding asset the audience is so even though the content may disappear in time your audience keeps growing this was a lesson my ego prevented me from learning for too long it took an entire year of getting hit in the face with solid evidence before I changed my ways building an audience is the most Valuable thing I've ever done I saw Kylie Jenner Huda Catan Conor McGregor and The Rock become billionaires overnight my famous friend said a massive audience was crucial to his success the overwhelming evidence broke my beliefs so

I rewrote them I now saw the power of having an audience but I didn't know where to start so I did what I always do I paid for knowledge buying somebody else's experience saves the time it Would take to figure everything out yourself Layla bought me four calls with a big influencer who had the type of audience I wanted to build she paid 120 thousand dollars on my first call he told me to post regularly on every platform so that's what I did 12 months later my audience grew by more than two hundred thousand people

on my second call he noted the progress but I wanted more Do you have a blueprint for your personal branding how do you put out all that content he said bro anyone telling you there's some secret is trying to sell you something we just put out as much as we possibly can pull up your Instagram and pull up my Instagram look you've posted once today I posted three times pull up your LinkedIn look you posted once this week I posted five times today he went platform by platform I grew more Embarrassed with each comparison you

just gotta do more bro simple not easy over the next six months I put out 10 times the content and over the next six months I added one two M People to my audience also when I put out 10 times the content my audience grew 10 times as fast volume Works content Works a growing audience is the result and in this chapter I'll break down how I did it so you can too How building an audience works you post great free content warm reach outs don't get a lot of engaged leads for the time we

invest if we want to reach 10 people we have to repeat ourselves 10 times lots of effort by posting free content we can say it once and reach all 10. so posting free content can get a lot more engaged leads for the time we invest hooray the people who think it's valuable become part of your warm audience if they think other People will find it valuable they share it and if the people they share it with like it they become part of your warm audience too rinse and repeat the sharing can go on infinitely the

more they share your stuff the larger your warm audience gets and once in a while you'll make them an offer if your offer has enough value they'll take it when they do you make money and the bigger the audience the more money you make look at it this way Posting free content grows your warm audience so constantly posting free content means you'll have a constantly growing audience of people more likely to buy your stuff free content makes all other advertising more effective if you reach out to someone and they can't find content related to your

services they're less likely to buy on the other hand if they find lots of valuable content they are more likely to buy this is what my ego Prevented me from learning now the headlines with Jenner Huda McGregor and the rock all made perfect sense but posting free content is not all sunshine and rainbows it has trade-offs first it is more difficult to personalize your message so fewer people respond second you compete with everyone else posting free content this makes it harder to stand out third if you do Stand Out people will copy you this means

you need to constantly innovate that being said a bigger audience means more engaged leads more engaged leads means more money more money means you more happy just kidding it won't do that but it'll give you the resources to remove stuff you hate anyways this chapter covers only two topics first we demystify audience growing content by showing it's all made of the same basic units a Content unit has three Components hook retain and reward second how linking basic units together will make audience growing content for any platform or media type the next chapter post free content

part 2 shows you how to weaponize this content to make money but for now you can't monetize content until you know how to make it the content unit three components all audience growing content does one thing it rewards the people consuming it and a person can only get Rewarded by the content if they won have a reason to consume it and two pay attention long enough to three get that reason satisfied thankfully we can reverse those three outcomes into the three things we have to do to make audience growing content this means we have to

a hook attention get them to notice your content B retain attention get them to consume it C reward attention satisfy the reason they consumed it to begin with The smallest amount of material it takes to hook retain and reward attention is a Content unit it can be as little as an image a meme or a sentence meaning you can hook retain and reward at the same time this is how short tweets meme images or even a jingle can go viral they do all three I separate them so we can discuss them more clearly but they

can all happen at once let's dive into each of the things we do To create a Content unit this way you can create effective content that grows your audience one they cannot be rewarded unless we first get their attention the objective we give them a reason to redirect their attention from whatever they are doing towards us if we do that we've hooked them the effectiveness of your hook is measured by the percentage of people who start consuming your content so if you hook attention well many people will Have a reason to consume your content if

you do a poor job few people will have a reason to consume your content remember this is a competition for attention we have to beat every alternative they have to win theirs make yourself the best option we increase the percentage of people who pick our content by picking topics they find interesting headlines that give them a reason and matching the format of other stuff they like let's dive into Each topics topics are the things you make your content about I prefer to use personal experiences here's why there's only one of you the easiest way to

differentiate is to say something no one else can say and no one else has lived your life but you I divide topics into five categories far past recent past present trending and manufactured a far past the important past lessons in your life connect that Wisdom to your product or service to provide huge value to your audience give them the story without the scar it's why I write these books I example a personal lesson where I broke my belief that I don't have enough time a one a hook I complained to a friend that I didn't

have enough time to do something while glued to my phone two a retain they yanked it out of my hands and looked at its usage it showed I Spent three hours per day on social media three reward they looked back at me and said hey I found you some time it's a simple story other people can relate to this makes it an interesting topic to more people and it connects what I do growing businesses to a struggle many people experience not having enough time The Epiphany I give away makes this lesson valuable for my audience

People starting growing and selling their businesses B recent past do stuff then talk about what you did or what happened anytime you speak with somebody there's a chance your audience can get value from it look at your calendar for the last week look at all your meetings look at all your social interactions look at all your conversations with warm reach outs there's gold in these conversations tell stories from them that would serve your audience for Example I this tweet came from a meeting I had with a portfolio CEO that was just copying the same offer

everyone else in his Market was making and was getting subpar results two this means taking notes recordings and other records to make that stuff easy to access but it also means a free easy and valuable stash of content if three the testimonials and case studies fall in this category if you can Tell a cool client story in a way that provides value to your audience you'll both promote your services and provide value win-win C present write down ideas at the exact time they come to you always have a way to record your ideas and Arms

Reach I'll even pause meetings to make note of text or email ideas to myself people don't mind when you ask to take notes anyway so it's not weird Then when you make content you have a bucket of fresh stories to work with i i note my ideas publicly I used to keep ideas to myself now I tweet them publicly as they happen if a post is better than normal I know it's something people find interesting then I make more stuff on that topic D trending go where the attention is look at what's trending right now

and make stuff about it apply your own experiences to it if you have relevant Commentary or it touches your expertise in some way talk about it talking about trendy stuff is very effective for gaining the attention of a broader audience e manufactured turn your ideas into reality pick a topic people find interesting then learn about it make it or do it then show it to the world this costs the most time and effort since you have to create the experience versus talking About one you already had but it can have the biggest payouts I example

manufactured experience I lived on dollar one hundred for a month here's how now I don't live that way but I could manufacture that experience then make content about it action step life happens profit by sharing yours headlines a headline is a short phrase or sentence used to grab the audience's attention it communicates the reason they should Consume the content they use it to weigh the likelihood they will get a reward for consuming your content versus another rather than give you a bunch of templates I'd rather give you the Timeless principles that make great headlines and

there's no greater headline Creator than the news so let's study them a meta-analysis of news revealed headline components that Drove the most interesting stories they are as follows try and include at least two in your headline a recency as recent as possible quite literally the news eye example people pay attention to something that happened an hour ago more than a year ago B relevancy personally meaningful I example nurses pay more attention to stuff that affects nurses compared to stuff that affects accountants C celebrity including prominent people celebrities authorities Etc I example normally we wouldn't care

what another human has for breakfast every day but if it's Jeff Bezos we do since he's a celebrity many people care D proximity close to home geographically I example a house on fire across the country doesn't get your attention if it's your neighbor it sure does make it as close to home as possible e conflict of opposing ideas opposing people nature Etc idea an example pineapple versus no Pineapple on Pizza conflict E2 an example good versus evil hero versus villain left versus right a three example Freedom versus security Justice versus Mercy you get the idea

FF unusual odd unique rare bizarre I example think of a six-fingered man of the old time circuses if it's outside of the norm people pay more attention G ongoing our story still in progress are Dynamic evolving and have plot twists Example if someone goes into labor people want updates every 10 minutes because Anything Could Happen action step include one or more of these components to give yourself meteor attention grabbing headlines format once we have a good topic and communicate it with a headline using one or more components we need to match our format to the

best content on the platform people consume content because it's similar to stuff They've liked in the past matching the popular format of the platform gets the most people to interact with it so we want to make our content look like the stuff they've liked before format example this meme communicates the point better than I can with words all four Images above are Hinson images but they have a different look and feel this is because the formatting depends on the audience you want to hook And the platform your audience is on bottom line you've got to

make your content look like what they expect will reward them otherwise no matter how good it is better looking content will hook them before yours even as a chance action step format your content for the platform first then tweak it so it hooks your ideal audience use the best content on the platform that targets your Market as your guide This concludes the hook step of our content unit always following these Basics will already put you in the top one percent at least it has for me two retain my favorite driver of retention is curiosity it's

my favorite because if done correctly people will wait years people want to know what happens next for example I get messages daily for years now about when I will release a book on sales my favorite way to get the audience curious is to embed questions In their minds unresolved questions can be explicit or implicit you can directly ask the question or the question can be implied my three favorite ways to embed questions are lists steps and stories a lists lists are things facts tips opinions ideas Etc presented one after the other good lists and free

content also follow a theme think top 10 mistakes or 5 biggest money makers and so on giving the number of Listed items in your headline or in the first few seconds of your content tells people what to expect and in my experience this retains more of the audience's attention for longer I too this files for free example seven ways I invested dollar one thousand in my Twenties that paid off big example 28 ways to stay poor example a Content unit has three pieces his asset steps steps are actions that occur in order and accomplish a

goal When completed provided the early steps were clear and valuable the person will want to know how to do them all to accomplish the overall goal I a hearthie example three steps to creating a great hook example how I create a headline in seven steps example the morning routine that boosts my productivity note here's the difference between steps and lists steps are actions that must be done in a specific order to get a result So steps are less flexible but have a more explicit reward lists can have just about anything on them in any order

you want so lists are more flexible but have a less explicit reward see stories stories describe events real or imaginary and stories worth telling often have some lesson or take away for the listener you can tell stories about things that have happened might happen Or will never happen all three Drive curiosity because people want to know what happens next I example almost every chapter in this book has a story two example my editor Made Me Do 19 drafts of this book here's what I did to him three example my journey from sleeping on the bottom

floor of a gym to the top floor of a five-star hotel you can use lists steps and stories on Their own or interweave them for example you can have lists within steps and a story about each list item you can have stories to reinforce the value of a step you can have a list of stories or many ongoing story lines Etc your creativity is the only limit here that's why people who make a lot of content call themselves content creators this chapter for example has lists within steps and stories interweaving them action step use lists

steps and stories to keep your Audience curious embed questions in their minds to make them want to know what happens next three reward anyone can think of cool Hooks and organize their content using lists steps or stories but the real question is is it good does it satisfy the reason they'll watch to begin with does it make people want to share it how good your content is depends on how often it rewards your audience and the time it takes them to consume it Think value per second for example the same person who gets bored three

seconds into a 10 second video may also binge a 900 page book and that same person may binge a television series for eight hours straight so there is no such thing as too long only too boring now we can't guarantee a specific reward but we can increase the chance reward happens by hooking the Right audience with proper topics headlines and formatting retaining them with lists steps and Stories to get them curious and wanting more clearly satisfying the reason the content hooked them to begin with example if your hook promises seven ways to make up with

your spouse and you give a four ways b seven ways that stunk or they've heard them all before C you're talking to a room of single guys who don't have spouses you did a bad job of rewarding people will not want to watch again and certainly won't share it Example if your hook promises four marketing strategies dentists can use and they can't use them they will not share it or watch your content in the future you did a bad job of rewarding bottom line I've had tons of content I thought would smash records but the

audience smashed the next button instead so no matter how good you think your content is the audience decides rewarding your audience means matching Or exceeding their expectations when they decide to consume your content here's how you know if you succeeded your audience grows if it's not growing your stuff isn't that good practice and you'll get better action step provide more value than anyone else make good on your promises clearly satisfy the hook you use to get their attention in other words completely answer the unresolved questions you embedded in Their minds so what's the difference between

short and long form content answer not much if you recall from earlier the smallest amount of material it takes to hook retain and reward attention is a Content unit so to create a longer piece of content we simply link content units together for example a single step in a five-step list might be a Content unit when we link all five together we have a longer piece of content here's a visual to drive at home Shorter content hooks retains rewards fewer times longer content as it more times and doing it more times takes more skill because

you have to string more good content units in a row for example a new comedian typically will only get a few minutes on stage to perform their bit only a master comic gets an hour it takes practice to reward attention just often enough to keep it for that long so start small then build From there even if you start with a longer content which is fine I suggest starting with shorter versions you'll have an easier go of it many successful authors with epic length novels started by writing you guessed it short stories Pro tip make

all your content for strangers this is important pay attention if you want to grow your warm audience then you need to make content assuming that people consuming it have Never heard of you before if you make it for strangers then strangers will like it because you made it for them and they'll share it and your audience will grow that much fatter and consider the alternative your little content with inside jokes that no one gets besides your audience cool for you guys but no one else will feel welcome this is one of the most common mistakes

I see content creators make so don't make it so make every piece of content Assuming the person has never heard of you before and everyone who already knows you don't mind they will appreciate the reminders once you understand how to make a Content unit all you have to do is a more then your audience will grow and once your audience grows big enough you may want to monetize it I had too much to say to fit into one chapter so we'll talk about how to monetize the audience in the next one see you there Hash

2 post free content part two monetize your audience give give give give give give give until they ask the point of this chapter is to show you how to monetize your warm audience first we talk about how we can make offers and not be a Spam monster mastering the give ask ratio then we'll talk about the two offer strategies to monetize the audience after that I'll talk about how to scale your output so you can grow a bigger audience faster and make even More money and then I'll share a bunch of lessons I've learned in

building my own audience that I wish I had known sooner finally I'll wrap this up with how you can take action on everything today mastering the gift is to ask a ratio garyvee popularized jab jab jab right hook it simplifies the idea of giving to your audience many times before making an ask your deposit Goodwill with rewarding content then withdraw from it By making offers when you deposit Goodwill your audience pays more attention when you deposit Goodwill your audience is more likely to do what you ask so I try to under ask my audience and

build as much Goodwill as possible thankfully the give ask ratio has been well studied television averages 13 minutes of advertising per 60 Minutes of airtime that means 47 minutes are dedicated to giving and 13 minutes are dedicated to asking That's roughly a 3.5 as to one ratio of giving to asking on Facebook it's roughly four content posts for everyone ad on the news feed this gives us an idea of the minimum give ask ratio we can sustain after all television and Facebook are mature platforms they care less about growing their audiences and care more about

making money from them so they give less and ask more which means give give ask is the ratio that gets us closer to maximally monetizing An audience without shrinking it but most of us want to grow so we shouldn't model them we should model growing platforms so what do growing platforms do they display lots of content without many advertisements at all in short they give give give a give give give give give give a give give give maybe ask they dramatically over give and under ask why because the more you reward your audience the bigger

it gets so if you Want to grow an audience give far far more than you ask and now that I have some experience with it I've got a slight tweak on the traditional give ask strategy that puts it on steroids give until they ask people are always waiting for you to ask for money and when you don't they trust you more they share your stuff more you grow faster Etc but I'm not some altruistic Saint I'm here to make money after all I wouldn't be a good Businessman if I weren't making any so it's simple

if you give enough people start asking you it makes people uncomfortable to continue to receive without giving back it is core to our culture and DNA they'll go to your website dmu email you Etc to ask for more not only that when you use this strategy you get the best customers they are the ones who are the biggest givers they are the ones who even as paying Customers still feel they get the better end of the deal and best of all if you advertise this way your growth never slows when you use this strategy you

give in public ask in private you let the audience self-select when they're ready to give you money that's why in my opinion give until they ask is the best strategy but if you feel like asking I get it so let's talk about how to ask if you're gonna do it you might as well do it well bottom line the moment you start Asking for money is the moment you decide to slow down your growth so the more patient you are the more you will get when you finally make your ask action step give give give

give give give give until they ask Pro tip give in public ask in private if you continue to give in public and people will ask you privately to sell them stuff Bank on it the best of both worlds is to never stop giving in public and get an increasing number of people asking you privately to Buy your stuff give give and you will get without losing Goodwill or slowing your audience growth how to make money from content ask to be clear I think you should use the give until they ask strategy but if you need

to pay rent feed your family Etc I get it sometimes you gotta ask so let's talk about how to do that without sounding like a nincompoop think of asks as commercials you interrupt this program with a very important message Since you are the one providing the value you interrupt your own content with commercials about the stuff you sell but since it's your audience you pay the cost of potential loss of trust slowing growth and of course the time it took you to gather the audience in the first place but money wise it's free now I

use two strategies to weave promotions into content integrated offers and intermittent offers let's Cover both integrated you can advertise in every piece of content so long as you keep your give ask ratio hi you'll continue to grow your warm audience and get engaged leads win-win for example if I make an hour-long podcast having three x 30 second ads means I'd have 58.5 minute of giving to 1.5 minute of asking well above the three is to one ratio on the flip side I had a friend who had a podcast that blew up quickly eager to monetize

his new audience he started Making offers asking too frequently in the content his podcast not only stopped growing it actually shrank don't be like that don't kill your Golden Goose it's a balancing act over give to protect your most valuable asset the Goodwill of your audience action step I most commonly integrate the asks AKA ctas after a valuable moment or the end of the content piece consider trying one of those places first and make sure your audience growth Doesn't slow then add in the second and so forth intermittent the second way you can monetize is

through intermittent asks here's how it works you make many pieces of content of pure gives then occasionally make an Ask piece example you make 10 give posts and on the 11th you promote your stuff the difference between the first way and the second way depends on the platform on short platforms the intermittent way Will dominate on long-form platforms Integrations are often your best bet when you make your ask you either advertise your core offer or you advertise your lead magnet that's it don't over complicate this lead magnet example if I just talked about a way

to get more leads on a post slash video slash podcast slash Etc I would then say I have 11 more tips that have helped me do this go to my site to grab a pretty Visual of them and as long as I have an audience that wants to get more leads this will get some of them to engage then the thank you page after the opt-in page from my lead magnet would display my paid offer with some video explaining how it works bonus points if your lead magnet is relevant to your content advertising it for

example you can also go for the juggler with your core offer and go straight for the Sale the direct path to money we model our offer from the last chapter I'm looking for five specific Avatar to help achieve dream outcome in time delay the best part is you don't have to effort and sacrifice and if you don't get dream outcome I will do two things increase perceived likelihood of achievement one I will hand you your money back too I will work with you until you do I do this because I want Everyone to have an

amazing experience with us and because I'm confident I can deliver on my promise if that sounds fair DM me book a call to comment below reply to this email slash Etc after you make your ask get back to providing value action Step 1 pick whether you integrate it or make an intermittent ask then pick whether you'll advertise your core offer or lead magnet if you're not sure do the Lead magnet it's lower risk how to scale it after you start asking you're gonna start getting leads and making money but you don't want to stop there

do you didn't think so cool so let's talk about scale there are two opposing strategies to scale your warm audience they both follow Progressive steps first you have the depth then width approach then you have the width then depth Approach both are right here's how they work depth then width maximize a platform then move on to the next platform step hash one post content on a relevant platform step hash two post content regularly on that platform step hash three maximize quality and quantity of the content on that platform short form you may sometimes be able

to get up to 10 times per day per platform long form you may have to get up to five Days per week see soap operas step hash four add another platform while maintaining the quality and quantity on the first platform step hash 5 repeat steps one a four until all relevant platforms are maximized advantages once you figure out one platform you maximize your return on that effort audiences compound faster the more you do you take advantage of this compounding fewer resources are required to make this work disadvantages You have less low hanging fruit of new

platforms and new audiences you don't accomplish the feeling of omnipresence in the beginning you risk your business being reliant on a single Channel this is a risk because platforms change all the time and sometimes ban you for no reason if you only have one way to get customers it can kill your business if it gets shut down with then depth get on every platform early then Maximize them together step hash one post content on a relevant platform step hash two post content regularly on that platform step hash three here's where this strategy differs from the

one before instead of maximizing your first platform move on to the next relevant platform while maintaining the previous set patch 4 continue until you are on all relevant platforms step hash five now maximize Your content creation on all platforms at once advantages you reach a broader audience faster and you can repurpose your content so with a little extra work you can capture tons of efficiency with minimal changes to the format you can make the same content fit multiple platforms for example it takes little extra effort to format a single short video across all platforms Distributing

short video content disadvantages it costs more Labor attention and time to do this well oftentimes people end up with lots of bad content everywhere sucky fluff no bueno if you already have a sizable business scale up faster and reap the rewards of an asset that only gets better with time I said it before and I'll say it again the best day to start posting content was the day you were born the second best day is today don't wait like I did Pro tip how I get it done I'm not a Full-time content creator I run

businesses but content creation is part of my responsibility here's my simple process for recording one I find topics using the five ways from the topics section in part as on this chapter this takes me about an hour to I sit down twice every month and record 30 or so short clips based on step one three on the same day I record two for longer Videos unpacking tweets that had more stories relevant examples this creates my longer form Conti D if this sounds simplistic it's because it is just start you can add volume over time action

step pick an approach start posting then go up the scaling steps over time Pro tip only one call to action at a time a confused mind doesn't buy is a common saying in the sales and marketing world to increase how many people do what you want only ask them to Do one thing per call to action for example don't ask people to share like subscribe and comment at the same time because instead of doing them all they'll do none instead if you want them to share only us them to share and if you want them

to buy only ask them to buy make up your mind so they don't have to why you should make content even if it's not your primary advertising strategy January 2020. I called all the major Departments to a meeting to answer an important question why isn't our paid advertising working like it used to opinions flooded the room the creative the copy the offer our Pages our sales process our price they shot back and forth at each other every bit as invested as I was in solving the problem Layla and I sat quietly as the team debated

after the din died down Layla in Her wise fashion asked a different question what did we stop doing in the months before the decline I knew debate arose and a unanimous answer surfaced Alex stopped making gym content and started talking about General business now I didn't know how important that was but I had to find out so I sent a survey to our gym owners I asked if they had consumed any content of mine before they booked a call the results astounded me 78 of all clients had consumed at least Two long form pieces of

content prior to booking a call I had fallen into my old ways and given paid ads all the credit but our free content was nurturing the demand don't make the same mistake I did your free content give strangers an opportunity to find get value from and share your stuff and it warms people on the fence that go to and come from the cold audience methods we dive into next so even if it's hard to measure free content gets You better Returns on all advertising methods bottom line start making content relevant to your audience it will

make you more money seven lessons I've learned from making content one switch from how to to how I from this is the best way to these are my favorite ways Etc especially when starting out talk about what you've done not what others should do what you like not this is the best when you talk about experience no one can question you this Makes you bulletproof I I make my oatmeal this way versus you should make your oatmeal this way B how I built my seven figure agency versus how to build a seven figure agency see

my favorite way to generate leads for my business versus this is the best way to generate leads for your business it's subtle but when you tell your experience you are sharing value when you tell a stranger what to do it's Hard to avoid coming off preachy or arrogant this helps avoid it two we need to be reminded more than we need to be taught you're a silly goose if you think one hundred percent of your audience listens 100 of the time for example I post about my book every single day I surveyed my audience and

asked them if they knew I had a book one in five that saw the post said they didn't know Repeating yourself you'll get bored of your content before your whole audience even sees it three puddles ponds lakes oceans narrow the focus of your content if you have a small local business you probably shouldn't make General business content not at first at least why the audience will listen to people with better track records than you but you can narrow your topics to what you do and the place you do it example Plumbing in a certain town

if you do that you can become king of that puddle over time you can expand your plumbing puddle to the general local business Pond then the lake of brick and mortar chains and so forth then eventually the ocean of General business 4. content creates tools for sales people some content will perform well and get more people interested in buying your stuff that content helps your sales team create a master list of your greatest Hits label each hit with the problem it solves and the benefit it provides then your sales team can send it before or

after sales calls and help people decide to buy they work especially well if the content resolves specific concerns prospects commonly face 5. free content retains paying customers how a customer gets value from you matters less than where they got it imagine a person pays for your thing and then consumes your free content if your Free content is valuable they will like you more and stay loyal to your business longer on the flip side if they consume your free content and it sucks they will like your paid product less here is something you may not know

somebody who buys your stuff is more likely to consume your free content this is why it's so important to make your free content good your customers will include it in how they calculate their Roi from your paid thing six people Don't have shorter attention spans they have higher standards repeated for emphasis there's no such thing as too long only too boring streaming platforms have proven that people will spend hours binging long-form content if they like it our biology hasn't changed our circumstances have they have more rewarding stuff to choose from so make good stuff people

like and reap the rewards rather than whining about people's short attention spans 7. avoid Pre-scheduling posts the posts I manually post perform better than ones I pre-schedule here's my theory when you manually post you know that within seconds you will be rewarded or punished for the quality of the content because of that close feedback loop you try asterisk that much harder asterisk to make it better when I schedule stuff out I don't feel that same pressure so whenever I post or my team does we strongly believe in someone pressing the Submit button because it gives

that last bit of pressure to get it right try it benchmarks how well am I doing if our audience grows we did good but if our audience grows fast we did gooder so I like to measure my audience size and speed of growth monthly here's what I measure one total followers and reach how big a follower example if I go from one thousand followers across all platforms to fifteen hundred I grew my Audience by 500 B reach example if I go from 10 000 people seeing my stuff to 15 000 people seeing my stuff I

grew my reach by 5 000 people two rate of getting followers and reach how fast you compare the growth between months a example if I gain those 500 followers in a month that would make it a 50 growth month 500 to new one thousand started equal sign 50 growth rate e b example If I reach those 5 000 extra people in a month that would make it a 50 growth month 5000 new on 10 000 started equal sign 50 growth rate remember we can only control inputs measuring outputs is only useful if we are consistent

with inputs so pick the posting Cadence you want to stick with on a particular platform then pick your ask Cadence on that platform how you will direct people to become engaged Leads then start and do not stop for reference I posted a new podcast twice a week for four years before even getting picked up on the top 100 list because I did the same thing every week for years I knew I could trust the feedback in the beginning it didn't grow much it took time for me to get better and I knew I had to

make more over a long time for that to happen so if your listeners go from 10 to 15 in a month that's progress baby even with small Absolute numbers that's 50 monthly growth it's why I like to measure both the absolute and relative growth and pick the one that makes me feel better huh as my friend Dr Kashi says the more ways you measure the more ways you can win be consistent measure a lot adapt to feedback be a winner to close the loop in its fifth year my podcast the game became a top 10

podcast in the US for business and top 500 in The world this was only possible after five years of multiple podcasts per week every week remember everyone starts at zero you just gotta give time Ty your first post you've probably been providing value to other humans knowingly or unknowingly for a while so the first post you make you can make an ask my hope is that it gets you your first engaged lead if it doesn't you need to give for a while and then make an Ask Once you've earned the right tune to show you

that I'm not making this up below you can find my first business post ever is it ideal no I had no idea what I was doing should you copy it probably not main point don't be afraid of what other people think if someone won't speak at your funeral you shouldn't care about their opinion while you're alive honor the few Believe In You by having courage whenever I read this I just think you goon but hey I was Trying and for that I'm proud recap we covered eight things one the content unit done two short versus

long form content done three mastering the give ask ratio done four how to ask done five how to scale at done six lessons from content done seven benchmarks done eight your first post done now you know nothing stopping you so what do I do right now posting free content is less predictable than but complementary to warm reach outs so keep doing warm reach Outs also posting free content grows your warm audience and a bigger warm audience means more people for warm reach outs so free content gets engaged leads on its own and keeps getting engaged

leads through warm reach outs instead of ditching one for the other I recommend you post free content in addition to warm reach outs let's fill out our daily action commitment for our first platform who yourself What value give give give until they ask where any media platform to whom people who already follow you when every morning seven days a week why Bill Goodwill get engaged leads how written image videos audio posts how much 100 minutes per day how many as many times as the platform shows it how long as long as it takes next up

first we start with warm Outreach we reach out to every person we have Permission to contact second we post publicly about the successes and lessons we have from our first clients we post testimonials we provide value then occasionally ask we commit to doing both of these activities every day with these two methods alone can eventually build a six or seven figure business but you may want to go faster so we venture from warm audiences who know us to cold audiences who don't We Begin reaching out to strangers this Begins the third step in our advertising

Journey cold Outreach free Goodwill he who said money can't buy happiness hasn't given enough away I have unknown people who give without expectation live longer happier lives and make more money so if we've got a shot at that during our time together darn it I'm gonna try to do that I have a question for you would you help someone you've never met if it cost you nothing but you didn't Get credit who is this person you ask they are like you or at least like you used to be less experienced wanting to make a difference

and needing help but not sure where to look m acquisition.com's mission is to make business accessible to everyone everything we do stems from that mission and the only way for us to accomplish that mission is by reaching well everyone this is where you come in most people do in fact judge a book by Its cover and its reviews so here's my ask on behalf of a struggling entrepreneur you've never met please help that entrepreneur by leaving this book a review your gift costs no money in less than 60 seconds to make real but can change

a fellow entrepreneur's life forever your review could help one more small businesses provide for their Community one more entrepreneur support their family one more employee Get meaningful work Terry huh one more client transform their life one more dream come true to get that feel-good feeling and help this person for real all you have to do is and it takes less than 60 seconds leave a review if you are on Audible hit the three dots in the top right of your device click rate and review then leave a few sentences about the book with a star

rating if you are reading on Kindle or an E-reader scroll to the bottom of the book then swipe up and it will prompt a review for you if for some reason these changed you can go to Amazon or wherever you purchase this and leave a review right on the books page if all fails scan this QR code if you feel good about helping a faceless entrepreneur you are my kind of people welcome to Hash mozenation you're one of us I'm that much more excited to help you get more leads than you can possibly imagine You'll

love the tactics I'm about to share in the coming chapters thank you from the bottom of my heart now back to our regularly scheduled programming your biggest fan Alex PS fun fact if you provide something of value to another person it makes you more valuable to them if you'd like Goodwills Straight From Another entrepreneur and you believe this book will help them send this book their way Hash 3 cold Outreach how to reach out to strangers to get engaged leads quantity has a quality all of its own Napoleon Bonaparte July 2020 covid-19 raged in a

matter of months thirty percent of my customers went out of business protesters filled every platform with hate and anger politicians made promises small businesses suffered in silence unemployment skyrocketed the most tumultuous election ever was Upon us and here we were trying to generate leads to pay our bills employees everywhere and their families depended on it all three of my companies at the time gym launch Prestige labs and Allen relied on brick and mortar businesses staying open and they were closed brilliant strategy Alex to make matters worse Apple did a software update that crippled our ads

the market was crap our paid ads were crap and I carried the bucket I ran through worst Case scenarios how much cash would it take to keep us afloat how long do I keep paying people when there's no end in sight should I dip into personal accounts give up a third of my life savings half all of it what does that say about me I had no idea what to do early that Saturday morning early that Saturday morning I tried to sleep long enough for my alarm to wake me but it was no use I

went to my office and checked Instagram I had a new message waiting for me hey Alex kale told me you guys don't need salesmen anymore so my offer got pulled I quit my job to accept it super honored you considered me I hope you'll consider me again the next time you have openings looking for context I scrolled up reading our earlier messages rewarded me with a Pang of guilt I was the one who told him to apply he took the rejection Well a sign of a good salesman I felt obligated to reply you want I

messaged yes he replied and got five yes we hopped on a call he sounded a little nervous but I could tell he knew his stuff it sucks we don't have enough leads for this guy I've wanted to work for you a while now I read your book and used the scripts to become the top producer at my company he said that's awesome I'm so glad to Hear it what kind of company I asked Jim software company I hadn't heard of them oh interesting how do you guys get leads we're 100 cold Outreach you cold call

and cold email Jims then sell them software yeah pretty much how big is the team we've got about 30 guys a team of 30. what's your Revenue like if you can share that with me we're doing about 10 million dollars per month now insane just from cold Outreach Yeah we run some ads but we haven't cracked that yet and you do this with a retention offer you're not even really making gyms more money yeah it's definitely not as easy to sell as the stuff you do for gyms do you think you could use the same

cold Outreach system here I have never started a team but I bet I could figure it out all right what was the offer kale pulled I was going to be a closer but he said You guys didn't need one anymore I thought for a moment well given our current lead volume he's probably right but if you can get your own leads I'll give you the runway to get cold Outreach going what do you think it takes a while to get going I'll have to figure out the scripts for your offer yeah that makes sense how

long you think I'm confident I could make it profitable in 12 weeks all right deal I'll let kale Know the plan to be clear you'll be expected to figure all this out the software the lists everything I'll front you the time but we can't support you much beyond that understood here's what happened during the months that followed September zero sales zippola nothing zilch NADA October 2 sales 32 000 in Revenue team asks me to pull the plug on cold Outreach December for sales 64 000 in Revenue team asks me to pull the plug again January

6 sales 96 000 Revenue February 10 sales 160 000 in Revenue March 14 sales 224 000 in Revenue April 20 sales three hundred twenty thousand dollars in Revenue May 30 sales 480 000 in Revenue today cold Outreach generates Millions per month for our businesses making this work took every legal cold Outreach method we knew cold calls and cold emails call direct messages voicemails everything but piece by piece we built a reliable customer getting machine I Wanted something that would endure and that's what I'm going to show you how to build I learned five important lesson

from this experience one there was another company in my space making a lot more money than mine it broke my belief about how big the market really was two they made all their money through private advertising I had no way of knowing they existed unless they contacted me first so they kind of operated in secret three they built a Very profitable cold Outreach machine in my space if they could do it so could I four it's good to have proper expectations cold Outreach veterans told me it would take a year to scale I figured we

could do it in 12 weeks I was wrong it took almost a year cold Outreach takes a long time at least it did for me five we tried cold Outreach two times before and failed working with a person that had done it All before was immensely helpful in getting this going I hope to be that person for you now how cold Outreach works at some point you'll want one of two things either you'll want to grow faster than you currently are or you'll want to increase the predictability of your lead flow here's how we can

do that we advertise to people who don't know us cold audiences and like before we can contact them publicly or privately in This chapter we focus on private one-to-one communication with cold Outreach for added context cold Outreach sits atop the foundation of warm Outreach so think of this as the more advanced cousin of warm Outreach no longer limited by your warm audience if you can figure out a way to contact somebody one-to-one you can use it for cold Outreach you knock on 100 Doors you make 100 phone calls you send 100 direct messages you send

100 voicemails All these are examples of cold Outreach that have made companies zillions it worked 100 years ago it works today and when the platforms change it'll work tomorrow cold Outreach has one key difference from warm Outreach trust strangers don't trust you and compared to people who know us strangers present three new problems one first you don't have a way to contact them duh two second even if you can contact them they ignore you three third even if they give You their attention they're not interested let me describe what these problems look like in the

real world if you're knocking on doors you don't have the addresses then even if you do they don't open the door when you knock if they open they still tell you to pound sand if you're making cold calls you don't have their phone numbers even if you do they don't pick up if they pick up they hang up on you if you're sending cold emails you don't have their email Addresses even if you do they don't open the email even if they do they don't respond if you're sending direct messages you don't have a place

to send it even if you do they don't read it even if they read it they don't reply if you're sending voice memos or text messages you don't have their numbers even if you do they don't read or listen to it even if they read or listen to it they don't reply now that we got that out of the way the order we solve these Problems is one get a way to contact them two figure out what to say three contact them until they're ready and able to listen the result we find lots of ways

to contact the most qualified strangers we reach out to a lot of them in a lot of ways a lot of times then we overwhelm them with value up front to get them to show enough interest to move forward problem hash two I have my list but what do I say to them personalize then give Big fast value now that you have your list of leads you got to figure out what to say I went over a lot of scripting in the warm Reach Out section this section Builds on that one at the end of

this chapter I also include three sample scripts you can model for cold calls cold emails and cold chat messaging that being said there are two important factors I emphasize to get strangers to Engage personalization and big fast value this is important because they don't know us and they don't trust us we've got to overcome both issues in a matter of seconds a they don't know us personalize act like you know them to get more leads to engage we want the message to look like it's from someone they know the best way to do that is

to actually know something about the person you are contacting in essence we want our cold reach out to Look like a warm Reach Out imagine your phone rings from an unknown number and area code are you likely to pick it up probably not what about if the number is from your area code a little more likely why is that because it might be someone you know so to take this concept further imagine you pick up the phone the person says your name then pausing like a normal person You'd say yes who's this now if that

person then went on to say it's Alex then pauses I watched a few of your videos and I read that recent blog post you wrote on dog training it was Killer really helped me out with my doberman she's a beast that peanut butter trick really helped thanks for that you'd still be wondering what's going on but you know what you wouldn't be doing Hanging up then you hear oh yeah sorry I got ahead of myself I work for a company that helps dog trainers fill up their books we like to partner with the best in

the area so I'm always on the lookout we worked with someone about an hour north from you John's Doggy Daycare heard of them you'd respond yes or no it doesn't matter and they'd say yeah we ended up getting them 100 appointments in 30 days Using a combination of text email and some ads do you offer similar services to them to which you'd probably say yes then they'd say oh that's perfect then we'd be able to use that same campaign in your Market and drive leads over to you if you got a boatload of high paying

new dog training customers you wouldn't be upset with me would you you'd laugh lightly okay great well tell you what I can walk you through the Entire thing Soup To Nuts later today will you be around at four and you'd say sure or whatever the point is if that person had started the call with hey man want to buy some marketing Services you probably have hung up personalization is what gets your foot in the door to get the sale basically one to three pieces of information we can find that a friend might know about the

prospect then we want to complement them on it and ideally show them how it benefited us People like people who like them even if someone doesn't know you they'll give you more time if you know something about them this comes in handy for personal subject lines on emails the first few messages in chat or the first few sentences someone hears even if someone doesn't know you they will appreciate the time you took to research them before contacting them this tiny effort goes a long way Action step do a little research on each lead before you

send them a message we can do this ourselves pay people to do it for us or use software batch this work then use your notes to figure out the first thing you'll open with to feel more familiar Pro tip l 50 email response rate bump I took our cold Outreach template and rewrote it below a third grade reading level the results 50 percent more leads responded salts be they don't trust us big fast Value the key difference between people who know you and strangers is strangers give you far less time to prove your worth and

they need a lot more incentive to move towards you so make your life easier by giving away the farm we're not trying to tickle their interest we're trying to blow their minds in under 30 seconds like warm reach outs you can directly make your offer or offer a lead Magnet or both it gives the person a strong reason to respond I specifically call out big fast value rather than your lead magnet as a reminder that it needs to be big fast value if it's not or it's mediocre you'll blend in with the ocean of people

trying to get their attention and they'll treat you the same they'll ignore you here's how much it matters the first four months of cold Outreach felt like torture we offered a game planning session as Our lead magnet some gyms took us up on it but most didn't we needed something better I tested many parts of our process but swapping the lead magnet blew everything else out of the water we swapped from game planning code for sales call to actually giving them as much free service as we could possibly afford our take rates 3xd and cold

Outreach became a monster channel for us if your offer lead magnet isn't working For you up the ante keep offering more until you make it so good they feel stupid saying no they either buy from you or have nice things to say about you win win if you forget everything about this chapter remember one thing the goal is to demonstrate Big Value as fast as possible give yourself a downhill battle by giving away something crazy give away something for free people would normally pay for and they will want it note I didn't say so Good

they should pay for it I said stuff they actually pay for big difference take this to heart and your results will show it action step provide the biggest fastest value you can afford to with your lead Magnet or offer then write your scripts and don't worry I got your back there to give you a head start I provide sample phone EE email and direct message scripts at the end of the chapter and Note phone and chat scripts are never More than a page or two and cold emails rarely more than half a page so don't

overthink it there are no awards for prettiest script get your first 100 conversations or 10 000 emails out of the way before tweaking it get testing then tweak as you learn problem hash three I'm not getting enough chances to tell people about my amazing stuff what do I do volume once we have our list of names personal info and our big sexy lead magnet we need to get more Strangers to see it we do this in three ways first we automate delivery to the greatest extent possible next we automate distribution to the greatest extent possible

finally we follow up more times in more ways AAA automated delivery to the extent that we can automating delivery unlocks huge scale as someone doesn't need to literally communicate the message to the prospect this means you get more engage aged leads per unit of time even if you are Engaged by overall percentage remember you have far more people who don't know you than people who do so you don't have to worry as much about burning through an audience here's what the difference between manual and automated delivery looks like manual examples a live person can say

a script to someone over the phone you can send a personal voice memo to each lead a person can write a handwritten letter to every person on The list if it takes a person time to convey the message each time it's manual automated examples we can send a pre-recorded voice memo to someone's direct messages we can send a pre-recorded voicemail to someone's voicemail box we can send templated emails to an inbox or a templated text to someone's phone we can send a pre-recorded video Etc you record your message one time and then send the same

message to everyone Pro tip use technology that gets you more engaged leads for your time every day AI deep fakes and other technology Advance they become more indistinguishable from Human communication this means we will be able to automate elements of what we currently are forced to spend time on Embrace technology as it comes out to reap the rewards ultimately technology serves a single purpose to get us more output per unit of time use it B Automate distribution once we have our messages prepared we gotta distribute them and there's no award for who works the hardest

only for who gets the best results although one leads to the other and as you build your skills you will find ways to automate portions of the work I encourage you to automate when ethical and available manual examples dial each phone number click Send on each email direct message text Etc automated examples use a robot to dial Multiple numbers at a time send a blast of 1 000 emails texts voice emails at one time Etc generally speaking you sacrifice personalization for scale you get a higher response rate with personalized messages the fewer leads you have

the less automation you should use for example if there are only one thousand hedge fund managers who meet your criteria you're going to want to personalize every one of them on the Other hand if you're targeting women 25 45 trying to lose weight there are tens of millions of them so you can get away with less personalization but if you personalize you'll get even more winked Pro tip personalization Tech the perfect combination for maximum leads is Max personalization with max volume and with tech you don't always sacrifice personalization for scale every day data becomes more

accessible to find personal Data if you can set up the tech to accomplish both personalization and volume you create a deadly effective lead getting combo action step Embrace new technology allocate 10 to 20 percent of your effort towards brand new untested technology for example if you make phone calls five days per week try out a new dialer OR tech one of the days and see how it does compared to your standard dialer C follow up more times more ways there are Two more ways you can get more from your list of names first you try

to contact them more than once shocker but want to know something crazy and most people don't here's a different way to think about it imagine you really needed to get a hold of your parents because something important came up what would you do you probably call them text them leave a voicemail Etc and if they still haven't responded what would you do You call and text them again probably shortly thereafter it's the same way with prospects they are in danger of living life without your solution be a hero save them the more ways you try

to contact someone the more likely you are to contact them people respond to different methods for example I never respond to phone calls but I reply to direct messages far more contacting someone multiple times multiple ways shows them you are serious And doing so quickly communicates you have something important to discuss curiosity increases because they fear they're missing out personally I like to email first you know why because most people don't respond if someone doesn't respond to one of your Reach Out methods use that as a reason to follow up with another method hey I'm

calling you to follow up about my email we either get a response or a real reason to reach out again we Win either way and once you do get them booked for an appointment expect more than one conversation remember we're contacting complete strangers Outreach takes more touch points with people who don't know you so expect two to three conversations before a higher ticket sale shoot for less but expect more when you start out bottom line act like you're actually trying to get a hold of these people rather than going through the motions and you probably

will Action step contact each lead multiple times in multiple ways Pro tip don't be a nincompoop if someone asks you not to contact them don't contact them again and not because there isn't a chance it could work but because for the same effort you could reach out to someone who isn't already negatively inclined it's just more efficient to turn neutrals to yes than no to yes on top of that you don't want a bad reputation That kind of stuff follows you try hard because you have a genuine desire to solve their problems but be respectful

second once you finish contacting your list start back at the top again this actually works for three reasons one because they simply may not have seen your first series of messages only a fool would think 100 of people see what you put out one hundred percent of the time so we make up for that discrepancy with follow-up two even if they do see It it may not have been a good moment to respond people's schedules change every day and there are times when people can't respond to you even if they wanted to so the more

opportunities you give them to respond the greater the chance they will three the circumstances may have changed they might not have needed you then but needs you desperately now imagine a person you message about losing weight before the holidays at That time they fit into their skinny jeans so they feel no pain they probably wouldn't respond but after they gained 10 lbs over the holidays they may all of a sudden be in desperate need of what you offer and now they respond to your Reach Out attempt the only thing that changed was their circumstance so

try again in three to six months and get an entirely new group of engaged leads from the same list everything may Be right except the timing so the more times we contact them the more likely we will catch them at the time they're ready to engage action step after you have attempted to contact them multiple times multiple ways wait three to six months then do it again Pro tip if you are new to an Outreach Team Shadow the best guy on the team then double their inputs if they make 200 calls make 400 if that

means you work more duh you will suck before you Are good you can make up for your lack of skill with volume volume negates luck and when you do twice as many you'll get good in half the time once you beat their numbers then you can get cute and try new things replicate before you iterate three problem strangers create solved I wrote the book in this order to build on itself start with warm reach outs get some reps post some content to grow your warm audience Get even more reps then you'll be ready for cold

reach outs and now we solve the Three core problems cold audiences create finding the right list of people getting them to pay attention to you and getting them to engage Victory authors note for people with low ticket products I had trouble making cold Outreach profitable when selling for my direct to Consumer business cold Outreach teams are expensive and my average ticket wasn't high enough but I learned I could Make a low ticket product into a high ticket product if I sold a lot more at once so I switched from using cold Outreach to get customers

to using cold Outreach to get Affiliates who got customers for me there were two ways that worked either I'd sell the Affiliates lots of products in both look up front then they'd sell my products to their customers or I'd use cold Outreach to recruit them than get them to sell my products to their customers and receive A commission after the sale one affiliate sale can be worth thousands of U.S domers both ways transform my low ticket sale into a high ticket sale by selling many at once so the numbers penciled out if you have trouble

using cold Outreach for your direct to Consumer business consider going after Affiliates instead more on this in the Affiliates chapter later benchmarks how well am I doing The two times I failed at Cold Outreach I hired people who never tracked metrics well the third person did and cold Reach Out succeeded the person who runs it maybe you has to know the metrics of the sales process like the back of their hand every single stats let's break down the numbers with a couple platform examples I cannot give an example for every platform because it would take

too long My Hope Is that you can generalize the concept to whatever Platform you use phone example let's say I make 100 cold calls per day and let's say I get a 20 pickup rate from there I'm able to get 25 percent of people to want to take my lead magnet that means I got four engaged leads if it took me four hours to make those calls it means I got one engaged lead per hour I can do this at First Once the amount of engage leads that convert to customers makes me more than it

costs to pay a cold Outreach rep I teach someone Else to do it for me more on this in section before so you know you do well when you make at least three times the lifetime profit of a customer compared to what it costs you to get them email example let's say you send 100 personalized emails per day from there thirty percent open our email from there ten percent reply showing interest that means we'd have three engaged leads 30 x 10 equal Sign three percent the numbers will vary but shoot for three percent of your

list turning into engaged leads here's a sample from a new campaign for a very Niche High ticket service business in our portfolio it shows a four percent lead engagement rate and presumably a third of them convert into sales that would net us one new customer per 100 Outreach attempts direct message example let's say I make a personal video or record a personal voice memo for 100 People I say their name and add one personal line before delivering my standard message from there twenty percent of people reply we now have 20 engaged leads from there we

use the same ACA format from the warm Outreach section to qualify them for a call and so forth so like the phone example you know you do well when the cost of doing cold Outreach is less than three times what you make in profit from a customer note you can do way better Than three times that's the bare minimum for context the portfolio company above gets over 30 one returns from its Outreach efforts the costs this method is labor intensive nearly all costs are in the form of Labor in order to calculate our return on

Advertising we add up all labor and software costs associated with steps one through three in the section before last let's imagine we have a team doing cold calls we pay them dollar fifteen per hour and dollar Fifty per shown appointment or shows we have three thousand six hundred dollars in profit per sale leads cost us 10 cents they call 200 leads per day we would likely get about two shows per day from one rep if they worked eight hours per day we would pay dollar 120 in labor and dollar one hundred in show commissions per

rep and dollar twenty for the leads this means we would pay a dollar 240 for two shows or a dollar one hundred and twenty per show if we closed 33 percent of shows our cost to get a client excluding commissions would be dollar 360. since we get three thousand six hundred dollars profit per new client we would make a tennis to one return that's how cold Outreach works then you just add bodies it is boring and tedious but brutally effective Pro tip give each sales rep an explicit number of leads to work ever week they

should care for these leads like they are their children if you give a rep too Many they will waste them if someone can work 100 leads at full capacity I'll give them 70-ish that way they have time and energy to squeeze everything they can out the leads they've got and since all reps get the same amount of leads every week you can give them Absolute quotas for deals example I give you 70 leads you give me back seven appointments I pay you no leads left behind this sounds hard why bother most people dramatically underestimate the

Amount of volume it takes to use cold Outreach they also underestimate how long it takes but there are seven enormous benefits to using cold Outreach one you don't need to create lots of content or ads you focus only on one perfectly crafted message you convey to all your prospects your only goal is to make that one message better every day there is no ad fatigue or Banner blindness since your prospects have never seen anything from You so you don't need to be a marketing genius to make this work two your competition won't know what you're

doing everything is private by that fact alone you can continue to operate in secrecy you're not educating your competitors about how you acquire customers they don't know what you're doing or even that you exist three it's incredibly reliable all you have to do to get more is do more a certain amount of input creates a Certain number of responses it becomes like clockwork bringing a reliable flow of new engaged leads into your world you can reverse engineer the amount of sales you want to make to the number of inputs at the top of your lead

pathway eventually you'll have an equation for every X people contacted you get by customers then you simply solve for x x let's say for every 100 emails I get one customer if I want 100 customers I need to send 10K emails that's 333 per day One person can send 111 emails a day therefore I need three people sending emails every day to get 100 customers per month four fewer platform changes private communication is rarely subject to platform changes whereas public platforms change rules and algorithms every day you gotta stay on top of rule changes to

remain effective in contrast rules for cold calling door knocking and Cold email have hardly changed in 30 years 5. compliance is less painful many platforms have stringent rules around claims you can make about the stuff you sell some also ban certain industries altogether tobacco Firearms cannabis weight loss Etc with cold Outreach you don't need to deal with any of this you still need to be FTC compliant but you don't also need to worry about platform Rules on top this makes life easier if you have a phone you can make money if you have an email

account you can get leads this makes you very hard to stop 6. no spokesperson equal sign sellable business if an investor can buy it from you without worrying your business will stop getting customers if you leave your business is far more valuable having an established Outreach team is how we were able to sell gym launch the business could grow without me dancing in front Of the camera or relying on me being super ridiculously good looking haha I don't think they would have wanted to buy us without it or at least not for as much 7.

hard to copy even if someone wants to copy your entire cold Outreach system they'll often need to learn how to do each step and many steps are invisible they don't know how you scrape your lists they don't know how you personalize your messages they don't know what softwares You use to distribute the messages Etc on top of that they'd still need to learn how to hire train and operate a team of people who can do each step once you have a head start it compounds with time it becomes very hard to catch you author note

belief breaking volume scaling to 60 000 emails per month to break your beliefs around what is possible here's an example to break past 1 million per month we automated the Entire process of scraping crafting and sending emails for one of our portfolio companies one virtual assistant sends two thousand emails per day using multiple pieces of software this generates the business 40 engaged leads per day from there m they are able to get 10 percent of engaged leads sold meaning they get four new customer per day this got them past that 100 customers per month barrier

Fun facts they started with us at 250 000 per month our minimum size requirement for investment at the time the business makes twenty thousand per customer with four new customers per day do the math at how big they are now your turn if you recall our advertising checklist this kicks off your journey to get more engaged leads with cold Outreach you start this as you run out of people to Advertise to or because you just want more here's a sample cold reach outs daily checklist who you what hook plus lead Magnet or core offer where

any private communication platform to whom list scraped bot or software used when every day seven days per week why get leads to engage to sell stuff how live calls voicemail drops email text blasts DM video and voice messages DM pieces handwritten cards Etc how much 100 per day how many day one two times Day two two times day seven one time how long as long as it takes Pro tip count in 100 ES this is a volume game you will need to do a lot of volume efficiently to get the results you want don't set

a daily goal below 100 and don't stop for 100 days minimum if you do 100 reach outs for 100 days straight I promise you will start getting engaged leads next up now that you have set your commitment For this cold Outreach method we move on to the last thing a single person can do to advertise run paid ads hash four run paid ads part one making an ad how to publicly advertise to strangers advertising is the only Casino where with enough skill you become the house June 2013. let's try some Facebook ads for the gym

I spouted Sam's eyebrow went up and they don't work I already tried And now this was the brief time between quitting my real job and starting my first gym I wanted some experience so I cold emailed more than 40 gym owners for a chance to Shadow them Sam was the only one who responded to my pleas for mentorship he let me work at his gym with him for minimum wage I'm forever grateful for that opportunity I promise I really think they'll work I Said let me give it a shot with the stuff I learned from

that workshop last weekend I'll do everything that Workshop took most of my puny savings Sam leaned back in his chair Crossing his arms I'll tell you what I'll give you a thousand bucks to play with if you lose it then you have to shut up about this Facebook stuff if you make more I'll split the profit with you deal I worked with a freelancer to get everything set up we went back and forth Until it was perfect a few days later I marched into Sam's office to show him what I'd made it's ready I said

he spun his laptop to face me alright hormozy show me what you've got I placed the ugliest ad you've ever seen I'm looking for five Chino Hills residents to take place in a free six-week challenge you must let us use your before and after pictures in our Marketing in exchange for the program Click link to sign up link no images no videos no frills just words all caps the ad went live we got leads within hours I called them all and booked appointments as fast as I could I also texted them about an hour before

to remind them of our appointment and as soon as they walked in I started yapping about our six week challenge I had zero sales skills my conviction made up for my lack of skill They bought I sold 19 people at 299 each we made just under five thousand seven hundred dollars from the one thousand dollars investment true to his word Sam cut me a check and handed it over he made it out for 2500 more than my share Sam this is he cut me off nice work hormozy do it again the six-week challenge became the

biggest promotion in the gym industry for seven years it drove at least 1.5 billion in Revenue more by now I taught it to over 4 500 gyms and I bet more than ten thousand plus gyms used versions of the promotion without licensing it maybe you saw ads for it in your local market and yes if you're curious it got more sophisticated as time went on how paid ads work paid ads are a way to advertise one-to-many to cold audiences people who don't know you paid ads work by paying another person or business to put your

offer in front of their audience think of it like renting eyeballs or ear Balls and because you don't need to spend time building an audience paid ads are the fastest way to get the most people to see your stuff you trade money for reach a considerable Advantage when you know what you're doing ads are riskier but when done right they can get you more leads than any other method with warm and cold Outreach we have to do more stuff to reach more people to reach more people with free content we depend on the platform or

audience Sharing it if they feel like it paid ads are different the reach is guaranteed but getting your money back isn't so it's a game of efficiency rather than reach let me explain in principle if you paid enough money you could get every person in the world to see your ad and if every person in the world saw your ad someone would buy even if only by accident ha so the question isn't do ads work it's how well can you make them work in other Words it's a push and pull between how much you spend

and how much they buy and like cold Outreach paid ads go to cold or lower trust audiences so even with good offers a smaller percentage of people will respond and like cold Outreach paid ads get over this hurdle by putting your offer in front of more people and if an ad isn't profitable most of the time it's because the right people never saw it so to make an ad profitable the right people have To see it this keeps our ads efficient this chapter reveals how I create more efficient paid ads by finding needles in the

haystack I start with the entire world as my audience Haystack then narrow down to get a higher percentage of engaged leads needles first I pick a platform that contains my ideal audience and second I use whatever targeting methods that exist within the platform To find them third I craft my ad in a way that repels anyone else finally I tell whoever's left standing to take the next step people over complicate it but that's it that's all we're doing narrowing down who sees our ad so we have the highest chance of getting the right type of

people to respond once we advertise profitably in a small puddle of an audience we expand to a Pond then a lake then an ocean and as the audience gets bigger it does have more of the wrong people but it has more of the right ones too so ads decrease in efficiency but at that point you can afford it in other words the ratio between what you spend and how much they buy goes down but the total amount of money you make goes up so instead of spending one thousand dollars to make ten thousand dollars and

with nine thousand dollars in profit you spend one Hundred thousand dollars to make three hundred thousand dollars with two hundred thousand dollars in profit your ratio goes down but you make more money so the risk is higher because you spend more but so is the reward this means we want to make the audience as big as possible while still turning a profit paid ads give us four new problems to solve let's break them down together one knowing where to advertise to getting the Right audience to see it three Making the best ad for them to

see for getting permission to contact them step one but where do I advertise find a platform where these four things are true platforms distribute content to an audience if you're not familiar with any available platforms I invite you to come join me on planet Earth if you've ever consumed content which you have you've directly or indirectly used a platform and been a member of its audience And wherever there is an audience you can usually advertise so if you want to become a great entrepreneur you have to learn about them here's what I look for in

a platform I want to advertise on I've used it and gotten value from it as a consumer so I have some idea how it works I can Target people on the platform interested in my stuff I know how to format ads specific to the platform which I'll dive into in step three I have the minimum amount of money to spend to place an ad and yes platforms change all the time but these principles stay the same Pro tip Place ads where your competitors Place ads to start platforms often have different ad types for example on

LinkedIn you can send message ads or you can run news feed ads on Instagram you can run ads to the news feed or stories on YouTube you can run ads on the sidebar Midstream or as pre-roll so how Do you know where to start look at the ad placement of other people in your space you start there if they can make it work so can you replicate before you iterate action steps start with one platform that meets the four requirements and start watching listening or reading ads on the platform as a first step to learning

how to make one step hash two but how do I get the right people to see it Target them so if we start with the entire world which we kind of do we need to be a bit more specific for example if you choose a platform that has 100 million users you've already cut it 99 of the world right off the bat and if everyone who buys from you speaks English you also want to exclude the audiences within the platform who don't if that's hafe the platform's uses you're already at 99.5 percent of the world

excluded specific is good the Right message to the wrong audience will fall on deaf ears it doesn't matter how good your ads are if you're marketing to Florida residents about a local business in Iowa it's probably not gonna work so you have only one goal when targeting get the highest number of people that you think will buy your stuff to see your ad we did our first round of targeting by selecting our platform we do the second round within the platform itself Modern Advertising platforms have Two ways to Target you can use them separately or

combine them one target a look-alike audience modern platforms can show your ad to an audience that is similar to and much bigger than a list you provide advertisers call this a look-alike audience modern platforms will make look-alike audiences for you so long as you upload their minimum list size the bigger the list and the higher quality the contacts the more responsive the Look-alike audience will be start with your list of current and previous customers if your customer list is big enough to meet the platform minimum use it if it's not big enough add your warm

reach out list if it's still not big enough add your cold Reach Out leads to hit the minimum this is exactly what I do forcing the list to the right size sometimes makes the look-alike audience too broad and that's okay because you Can two Target with factors of your choosing targeting options include age income gender interests time location etc for example if you know no one over 45 or below 25 has ever bought your thing then exclude anyone outside that range if you sell car parts then show your ad during car shows and on car

channels if only people with pets buy your thing then include pets as an Interest basic filters on top of the platform generated look-alike audience are a simple way to get more of the right people to see your ads end result more efficient ads Pro tip local targeting since local markets are already tiny in comparison to National amricots you won't want to add many more filters be as specific as possible but no further the local market on its own is already 0.1 percent of a Nation so you're already pretty narrow the more Filters you use the

more specific the list the more specific the list the more efficient your ads but the faster you will burn through it however this specificity sets you up to get more wins early on the winds from smaller specific audiences now give you the money to advertise to larger and broader audiences later this is how you scale action steps bring all your lead lists together into one place separate them by past and previous customers warm Outreach and cold Outreach eventually you'll have a list of people that engaged with your paid ads by giving you contact information but

didn't buy that'll come in handy then if the platform allows use these lists in order of quality to create your lookalike audience then if the platform also allows add filters on top of your lookalike audience to Target an even higher percentage of people to engage With your ad if you are incapable of making a look-alike audience then simply start by targeting interests step hash three but what should my ad say call out plus Value Plus call to action CTA to this day I don't change the channel when I see an ad I rarely mute ads

or skip ads in fact I have no premium subscriptions that remove ads on any media platforms either main reason I want to consume the ads I want to see how businesses do three things one how They call out their ideal customers two how they present the value elements three how they give Their audience a call to action when I look at apps this way it turns what was once in everyday nuisance adds into a continuous learning experience consuming ads on purpose with the core elements in mind makes me a better Advertiser and it will make

you a better one too let's use the three chunks to make an ad One call outs I need to get them to notice my ad to Value I need to get them interested in what I have to offer three calls to action I need to tell them what to do next one call out people noticing your ad is the most important part of the ad buy a lot the purpose of each second of the ad is to sell the next second of the ad and the headline is the first sale as David Ogilvy says after

you've written your headline you've spent 80 cents of your Advertising dollar Focus your effort front to back as crazy as this sounds and all the pros are nodding their heads my advertising became 20x more effective when I focused the majority of my effort on the first five seconds we need the audience's eyes and ears just long enough for them to realize this is for me I'll keep paying attention this first impression is the part of the ad I test the most imagine you're at a cocktail party in a Big Ballroom lots of people talking in

groups loud music playing in the background and all that noise a single sound pierces through it all and you turn around want to know the sound your name you hear it and instantly look for the source scientists call it the cocktail party effect in simple terms even when there's tons of stuff going on a single thing can still catch and hold our attention So our goal with call outs is to harness the cocktail party effect and cut through all the noise after all if they never notice your ad Nothing Else Matters a call out is

whatever you do to get the attention of your audience call outs go from hyper specific to get one person's attention to not at all specific to get everyone's attention let me explain if someone drops a tray of dishes everyone looks if a child yells mom then the mom's look if someone says Your name only you look but again they all get attention and I try to make my call out specific enough to get the right people and Broad enough to get as many of them as I can so pay close attention to how advertisers use

call outs especially the ones targeting your audience here's what I look for with verbal call outs using words to get attention one labels a word or set of words putting people into a group these Include features traits titles places and other descriptors example asterisk Clark County moms asterisk asterisk gym owners asterisk asterisk remote workers asterisk I'm looking for XYZ asterisk Etc to be most effective your ideal customers need to identify with the label a people automatically identify with their local area so with local ads the more local the better a local ad with local area

plus type of person callout is still one of my all-time Favorite ways to get someone's attention it worked 200 years ago it works today and it'll work tomorrow so think Americans Texans Dallas residents Irving residents if you live in Irving you'll immediately think this ad could affect you so it catches your attention too e-questions questions where if people answer yes that's me they qualify themselves for the offer X asterisk do you wake up to pee more than once a Night asterisk do you have trouble tying your shoes asterisk do you have a home worth over

four hundred thousand dollars asterisk three if then statements if they meet your conditions then you help them make a decision asterisk if you run over a hundred thousand dollars per month in ads we can save you twenty percent or more asterisk if you were born between 1978 and 1986 in Muskogee Oklahoma you May qualify for a class action lawsuit if you want to XYZ then pay attention four ridiculous results bizarre rare or out of the ordinary stuff someone would want asterisk massage studio books out two years in advance clients Furious asterisk this woman lost 50

pounds eating pizza and fired her trainer asterisk asterisk the government is handing out thousand dollar checks to anyone who can answer three questions asterisk Etc call-outs don't have to be just words they can also be noises or visuals in the environment let's go back to the cocktail party sure a drop tray of dishes would get everyone's attention but so would the cling asterisk cling asterisk cling asterisk of a knife against a champagne flute they both get everyone's attention for different reasons one signals an embarrassing disaster and the other signals important news but in either Case

everyone still wants to know what happens next so if the platform allows good advertisers use verbal and non-verbal call outs together here's what I look for with non-verbal call outs using the setting and spokesperson to get attention one contrast any stuff that sticks out in the first few seconds the colors The Sounds the movements Etc note what catches your attention example a a bright shirt almost always gets more Attention than a black or dull shirt B Attractive people almost always get more attention than plain looking people see moving stuff almost always gets more attention than

still stuff 2. likeness think visually showing labels features traits titles places and other descriptors that people identify with a people want to work with people who look talk and act in ways familiar to them and you may not look talk or act in Ways familiar to them so if you serve a broad customer base use more ethnicities ages genders personalities Etc in your ads if you serve a narrow customer base X medical devices for seniors then use people who look like them I quack like a duck if you want to attract ducks look like a

duck walk like a duck and quack like a duck if you want to attract plumbers dress like a plumber talk like a plumber be in a plumbing environment even with The same message your ad will do far better if you look the part or find people who do if you see an ad for doctors notice the spokesperson what age are they gender ethnicity are they wearing a lab coat a stethoscope are they in a medical facility all these things get a specific type of person interested in health related products and services to pay more attention

than they would have otherwise Mascots also work well because they don't age never ask for more money and never take days off think Mickey Mouse for Disney the geeko gecko Tony the Tiger for Kellogg's the Michelin Man Etc a mascot is a great way to create an enduring spokesperson for your business Advanced whichever likenesses you choose to use if it's not you the business becomes less dependent on you and therefore more sellable You also may just be an ugly son of a gun plus pretty people convert better anyways good news is it doesn't cost much

to get a pretty person to say stuff to a camera 3. the scene think showing the yes questions and if then statements X an ad with a a person tossing and turning in bed calls out people with sleep troubles B A pair next to an hourglass can call out people with a pear-shaped body c a room Full of stuff stacked below the ceiling calls out people with too much junk d a rock hitting a window calls out people with broken windows e a local Landmark locals think hey I know that place and pay attention now

this isn't an exhaustive list far from it I show you these to pull back the curtain this way you can see the infinite ways advertisers cut through the noise so you can too Pro tip infinite ads Here's one of the highest Roi tips I can give you about making ads record 10 or so new ads avert week but record 30 or more first sentences or questions to begin the ad think five second Clips these are the call outs people consume before deciding to watch more with 30 call outs and 10 main ads you can make

300 variations in a matter of hours once you know the best call outs you apply it to all ads Action step I'm always impressed with the clever and innovative ways advertisers call out their prospects so instead of muting or hitting skip ad look for the call outs become a student of the game my goal is that for the rest of your life when you see an ad you turn up the volume now once they've noticed our ad it leads us to the second chunk of the ad we need to get them interested get them interested

if people think an offer Or lead magnet has big benefits and Tiny costs they value it and they'll exchange money or contact information to get it but if the cost outweighs the benefits they don't value it and they won't so the best ads make the benefits look as big as possible and the costs look as small as possible this makes an offer or lead magnet as valuable as it can be and gets the most engaged leads because of it a good advertisement paid or not uses Clear and simple ways to answer the question why should

I be interested in your thing it tells people why they should want your lead Magnet or offer now there are a million ways to do this but I'll share with you my what who when framework this mental framework hinges on knowing the value equation forwards and backwards so all you have to do is know eight key things about your own product or service how it fulfills each element of value for your prospect and How it helps them avoid their hidden costs remember those think of them like carrots versus sticks how your offer delivers more good

stuff and less bad stuff then think of the perspectives of the people who would experience them who and finally what time period when they'd have these experiences positive or negative in the words of David Ogilvy the customer isn't a she's your wife So you know what that means write to her ads cause the prospect to think questions to themselves and a good ad answers those questions at precisely the time they think it so if you can answer what they're thinking with your ad using the words they'd use You've Won so let's start with the what

eight key elements dream outcome a good ad will show and tell the maximum benefit the prospect can achieve using the thing you sell it should align with the ideal Prospect's dream outcome for that sort of product or service these are the results they experience after buying the thing opposite nightmare a good ad will also show them the worst possible hassles pain Etc of going without your solution in short the bad stuff they'll experience if they don't buy perceived likelihood of achievement because of past failures we assume that Even when we buy there's a risk we

don't get what we want lower perceived Risk by minimizing or explaining away past failures emphasizing the success of people like them giving assurances by Authority guarantees and how what you have to offer will at least give them a better chance of success than what they currently do Etc opposite risk a good ad will also show them how risky It is to not act what will their life be like if they carried on as they always have show how they will repeat their past failures and how their problems will get bigger and worse time delay a

good ad will also show them how slow their current trajectory is or that they'll never get what they want at their current rate opposite in your speed to get things we want we know we have to spend time getting them a good ad will show and Tell how much faster they will get the thing they want effort and sacrifice a good ad will also show them the amount of work and skill they'll need to get the result without your solution and how they'll be forced to keep giving up the things they love and continue suffering

from the things they hate or worse that they work hard and sacrifice a ton right now and have gotten nowhere in other words they waste more time and money Doing what they currently do than if they just bought our darn solution opposite ease to get things we want we know we have to change something but we then assume we have to do stuff we hate and give up stuff we love and ease comes from a lack of needed work or skill a good ad disproves the Assumption it tells and shows how you can avoid the

stuff you hate doing do more of the stuff you love doing without working hard or having a lot of skill and still Get the dream outcome those are the eight key elements now we fully understand that what how we deliver the four value elements and how we avoid their four opposites we now go to the next W The Who who humans are primarily status driven and the status of one human comes from how the other humans treat them so if your product or service changes how other people treat your customer which it does in some

way it pays to show how And talking about the value elements from someone else's perspective shows all the ways it'll improve the status of your customer so we want to outline two groups of people the first group is the people gaining status your customers the second group is the people giving it to them spouse kids parents extended family colleagues bosses friends Rivals competitors Etc all of these perspectives give us different opportunities to show how the Prospect status May improve and they give us a ton of bonus benefits as in if you lose weight do your

kids have a new role model does your spouse now decide to get healthy too are you more likely to get promoted at work the science says yes does your Frenemy no longer make those little Jabs at dinner let's do business examples if I said something was risk-free I want to Spell out how their spouse won't nag them about the purchase since there's no risk I talk about how their kids would notice they weren't as stressed or distracted anymore about work how their competitors notice their phones don't ring as much because all their customers are flowing

to your new customer how their business owner Buddies say business must be good when they pull up in their new car at the golf range you get the idea these are All added benefits to the prospect we'd miss out on if we only looked at it from their own perspective and and we can apply each new who perspective to each value driver this is how you get so many different stories examples angles Etc to describe the benefits more carrot and less stick that leads me to the third lens of the what who when framework the

when when people often only think of how their decisions affect the here and now but if We want to be extra compelling and we do we should also explain what their decisions led to in the past and what their decisions could lead to in the future we do this by getting them to visualize through their own timeline past present future this way we help them to see the consequences of their decision or indecision right now let's use the weight loss example from earlier from Their perspective we'd show them getting teased as a kid past struggling

to button their favorite pair of jeans present or moving up yet another belt loop future what does that nightmare look like to their spouse to their Rivals how embarrassing remember we can also run the same timeline through someone else's perspective their kid asking why other kids make fun of them because they passed on bad food habits past or how their kids complain now that The other kids dads participate at practice when they don't present or how their doctor said they might not walk their daughter down the aisle at her wedding future note this is all

the bad stuff they want to avoid our next copy elements would contrast those with the good stuff that could happen present and future if they buy our thing we use both towards good stuff and away From bad stuff then combine it with the past present and future of the prospect's life to create powerful motivators in our copy putting the what The Who and the when together we answer why they should be interested if I continued on with the weight loss thing I might talk about how their spouse who will perceive how fast what they fit

into that suit your wife loves that Didn't fit but does now in the future when or how their kids who month after month when got more interested in eating healthy and tagging along during workouts what or how they who catch a look at themselves in a reflection in the mall in a few months when and realizes stuff actually fits me in this store oh what Pro tip make your ads as specific as you can but no specific ER the more specific your copy the more Efficient it can get but also the longer it tends to

get and if it gets too long for the platform it lowers efficiency so make the ad in its entirety as specific as you can in the most efficient space you've got if you've got audio and visuals at your disposal then use contrast likeness and the scene itself to match your copy it becomes more specific without getting any longer and this makes your ad even more efficient and profitable When we combine everything we can to get the prospect going toward the four value drivers while also getting them away from their opposites the many perspectives we can

show them gaining status in different timelines for each this adds up to why they should be interested and now we have a lot of ways to get them interested and the more angles we cover the more interested they'll become also since you asked the only difference between long ads and Short ads is how many angles we have time to cover from the copywriting framework longer ads use more shorter ads use fewer so add or take away based on the platform but keep the call outs the first few seconds in ctas what to do next the

same Pro tip get unlimited inspiration many platforms have a database of ads passed and present as of this moment if you search platform ad library in a search engine in a few clicks you will find them If you see an ad that runs for a long time a month or more assume it's profitable then take notes on the call outs they use how they illustrate the value elements and their ctas look for the words they use and how they demonstrate them break down 50 or so ads and you will have massive head start to creating

winners action steps get as many advertising angles with your offer as you can with The what who when framework what know the eight key things about your own product or service how it fulfills each element of value and how it helps avoid their opposites who show how the eight key things about your product or service can change your prospect's status then show how the people they know give status to the prospect when they buy your thing or take status away if they don't when get The prospect to see the consequences of buying and not buying

through their past present and future especially through their change in status with people they know this way we help them to see the value of their decision or indecision at this very moment author note you don't need to become a copywriting expert I'm certainly not and if I thought copy was the limiter for most I'd have spent more time on it sure world-class entrepreneurs have Copywriting skills but world-class copywriters don't necessarily have entrepreneurial skills don't sacrifice one for the other if you explain your offer clearly using the who who when framework you'll have good enough

skill to remove copywriting as a limiter on your growth and that's all you have to do get good enough to grow after all if you call out the right people and have an amazing offer you Barely need any copy to begin with you just gotta explain your offer get good enough to make your ads profitable then scale and see what breaks next I also include a few more ad tips and tricks that have served me well in the lessons at the end of the chapter but even if you never use them there's only one more

thing you'll need to turn these interested folks into engaged leads three CTA tell them what to do next if your ad got them interested then your Audience will have huge motivation for a tiny time take advantage tell them exactly what to do next spell it out click this button call this number reply with yes go to this website scan this QR code wink so many ads still don't do this your audience can only know what to do if you tell them make cdas quick and easy easy phone numbers obvious buttons simple websites for example a

common CTA is to direct the audience to a website so make your web address short and Memorable note this comes from a guy who spent 370 000 on a single word domain acquisition.com Dot so I may overvalue easy domains but I don't think I do I think everyone else undervalues them just my two cents Beyond these Basics which most still forget you can also use all the tactics like urgency scarcity and bonuses from Step seven from the engage your leads chapters to make even stronger ctas they apply here and Everywhere else you tell your audience

to do something so we can now pick a platform to advertise on target who we show our ads to make the ads they see and tell them what to do next all we have to do now is get their contact information step hash four how do I get their info get permission to contact them after they take the ice action get their contact information my favorite way to get contact Information is a simple landing page don't overthink it the simpler your landing page the easier it is to test focus on the words and the image

here are my three favorite templates pick one and start testing and make your landing pages match your ads people click an add because you promise them some benefit so carry that same look and language over to your landing page make sure what you promised in your ad is what you deliver this sounds simple but A lot of people forget and waste money until they remember it you don't want to end up with some Frankenstein experience where everything looks different you want a continuous experience from click to close get more people through more steps in Robert

cialdini's seminal work influence he shows that people like to think of themselves as consistent so if you remind them of the action they just took cata and show how taking the next Action aligns with it you'll get more people to take the second action contact info for example now that you just did a you need to do B to get the most of a or doing a makes you a doing kind of person doing a kind of people do be to be clear we aren't selling anything we are asking if they're interested in the stuff

we sell and if they're interested they'll give us a way to tell them more about it and when they do they become engaged leads action step build your first Landing page I wasted four years feeling too scared to make a landing page when I finally tried I finished before lunch nowadays there are tons of drag and drop tools to build websites in minutes and if you're still worried about it Freelancers will build a site probably using those same drag and drop tools on the cheap so just get it done now you have engaged leads from

Paid ads hooray we did it run paid ads part one conclusion what Has to happen for advertising to work well we have to show our ad to the right people so we pick the right platform and target the people within that platform that have the highest percentage of our audience once we do that we have to get them to notice our ad once they notice it they have to consume it to get a reason to take action now rather than later we do that using the value equation and demonstrate it in the past present and

future from their Perspective and the perspectives of the people they know and once they have a reason to take action they have to have a way to give us permission to contact them that action turns them into an Engaged lead and since those things gotta happen they slowly but surely became the Three core elements of every ad I create one call outs for them to notice it two value elements to give them reason to do something three calls to action to give them a way to do it Now only one question remains how efficient are

we let's talk about money stuff hash 4 run paid ads part 2 money stuff I'm just trying to buy a dollar and sell it for two proposition Joe the wire we focus on efficiency with paid ads throughout this chapter and the last one because efficiency matters more than creativity all advertising works the only thing that differs between Advertisements is how well they work maybe people get crazy about making paid ads because they have words like copy and creative and media then get hyper focused on getting all that stuff perfect as if you can you can

tweak all day and night until the cows come home the reality is that the paid ads any advertising really is all about the return on your investment and with paid ads it gets clear as day because you put X dollars in for people to see the ad and get y dollars out if they buy your stuff so if you want a 100 million dollars leads machine you just need to get it good enough to scale why because good enough is good enough since efficiency matters most we want to be as efficient as possible so we

can scale as much as possible that way we get as many leads as our little hearts desire that being said there's enough Nuance to scaling paid ads that it felt Better to break it into its own chapter this chapter answers four big questions about ads as I understand them how much do I spend three phases of scaling ads how do I know how well I'm doing cost and benchmarks if my ads aren't profitable how do I fix it client financed acquisition what do I wish I had known before I ran my first paid ad lessons

But how much do I spend on paid ads go ahead the three phases of scaling paid ads there are three stages to spending money on ads as I see it phase one track money phase two lose money phase three print money let's break them down together phase one track money before spending a dollar on ads set everything up so you can accurately track your returns if you don't track You're gonna get cleaned out it would be like going to a casino and playing your favorite game for as long as you felt like it rather than

for as long as you could afford it but once you have tracking you can do more of the stuff that makes you money and less of the stuff that doesn't it rigs the game in your favor so get a consultant watch tutorials and get it set up end of story once you have the tracking you can start Losing money like a pro wink phase two lose money it's half joking I prefer to call investing in a money printing machine after all when running paid ads you pay first so your bank account has to go down

before it comes up I emphasize this because I'd rather prepare you you're going to lose money in fact I've lost money more times than I've made money running paid ads but every time I make money with paid ads I make back Everything I lost and then a bunch more so the number of times I lose is high but the amount I lose is low because I know when to shut it down and my number of wins is low but the amount I win is very high because I know when to hit the gas so think

of it like this imagine I spend 100 on 10 ads one thousand dollars in total nine of them lose all one hundred dollars then one of them makes 500 back for the dollar one hundred I spent I'm Still down dollar five hundred many people stop here because they see a dollar five hundred dollar loss but not us we see a winner so now we buckle up and 100x down we spend ten thousand dollars on the winning ad and make fifty thousand dollars back note I still lost nine times but the one time I won I

won big and this is important because you might lose nine or ninety nine times in a row before you win big but to win big you have to see the winners and double Triple quadruple 10x down on them this is why paid advertising is a lot like a casino you'll often lose in the beginning to learn the game but with enough skill you eventually become the house that being said during this lose money phase you can still be smart about it here's how I do it I budget two times the cash I collect from a

customer in 30 days not ltgp when testing new ads I wasted tons of money letting ads run too Long before I realized they sucked but on the flip side I've lost even more money by giving up on ads before I gave them a chance eventually I hit a sweet spot by budgeting two times the cash I collected from a new customer in the first 30 days to test a new ad for example if I know I make dollar one hundred and profit from a customer in the first 30 days I'll let an ad go up

to Dollar 200 and spend before shutting It off as long as I'm getting leads if I'm not getting any leads from an ad at all before I spend 1X 30 day cash I shut it off 1.100 in the example it costs money to build an advertising machine I worked with a business that took a year to get paid ads profitable it was tough but other businesses in their space ran profitable ads which meant we could too once they were profitable they made their Year's worth of wasted money back in the next month It costs money

to build an advertising machine and that's normal just make sure you measure the returns over a long time Horizon not next week can you think of anything more valuable than a machine that prints money it would be unreasonable for it be cheap or easy once you start making more money than it costs you to make it you're in phase three phase three print money if you're making back more money than you spend the answer is simple spend as Much as you can after all if you had a magic machine that gave you ten dollars for

every one dollar you put into it what would your budget be right all the money but realistically you probably have some other constraint on your business that prevents you from unlimited customers coming in so here's how I scale my budget instead of asking how much money should I spend on an ad I ask how many customers do I want or how many Customers can I handle so once ads Break Even or better I reverse my budget from my sales goals if I can only handle 100 customers next month and customers cost me one hundred dollars

to get I'd need to spend ten thousand to get them one hundred and next dollar one hundred but since ads get less efficient as they scale I usually pad the budget by twenty percent so that means twelve thousand dollars over thirty days or 400 per day in ad spend I reverse my daily ad budget from my lead getting goal then I commit to it if the number terrifies you then you're doing it right trust the data this is how you scale and that's why most people never do how well am I doing cost and returns

efficiency benchmarks efficient paid ads make more money than they cost if that sounds painfully obvious good you've already got most people beat I measure paid ad efficiency By comparing the lifetime gross profit of a customer ltgp with the cost to acquire a customer siac I expressed this ratio as ltdp to CAC I measure ltgp instead of Lifetime value or LTV lifetime gross profit is all the money a customer ever spends on your stuff minus all the money it takes to deliver it for example if a customer buys something for fifteen dollars and it costs five

dollars to deliver it your gross profit is ten dollars so if that customer buys 10 things over their lifetime then they bought a total of one hundred and fifty dollars in stuff but it cost you a total of fifty dollars to deliver that stuff that makes the lifetime gross profit one hundred dollars gross profit is important in general because it's the actual money you use to acquire customers pay rent cover payroll and everything else to run your business so if you've ever heard me say I'm getting three to one on this I refer to My

ltgp to CAC ratio I compare how much I made against how much I spent so if ltgp is greater than CAC you have profitable advertising if it's lower than CAC you're losing money what's a good ltgp to CAC ratio every business I invest in that struggles to scale has at least one thing in common their ltgp to CAC ratio was less than three to one as soon as I get it above three to one either through decreasing CAC or increasing ltgp they take off This is a pattern I personally observed not a rule you have

two big levers to improving ltgp.cac make CAC lower get cheaper customers we do this with more efficient ads following the steps we just outlined make ltdp higher increase how much you make per customer we do this with a better business model for maximum money I prefer to do both for example if you made a billion dollars per customer then you could spend 999 million dollars to get a Customer and still have a million dollars left over you could spend pretty much whatever it takes to get a customer no matter how crappy your ads you'd still

probably win on the flip side if you made one cent per customer you'd have to get each customer for less than a penny to make it work even with the best ads you'd fail you'd bring this up because we speak with hundreds of entrepreneurs every month they often think they have Crappy ads hi kisak when in reality they have a crappy business model low ltgp here's a finding that will probably surprise you as much as it surprised me the cost to acquire customers between competitors in the same industry is much closer than you'd think the

difference between the winners and the losers is how much they make off each customer so how do you know if it's your ads or your business model that needs work I use the industry average KC as my Guide research your industry averages for the cost to acquire customers if your case C is below 3x your industry average good focus on your business model ltgp if your key AC is above 3x the average bad focus on your advertising stay C things can only get so cheap eventually you just gotta make more think about it like this

lowering the cost of getting a customer by dollar one hundred will eventually take more work than making an Extra dollar 100 from them so once your cost is low enough focus on your business model costs can only approach zero but how much you make can go up to Infinity increasing advertising efficiency Beyond a certain point is like trying to save your way to a billion dollars you feel like you're making progress but you're never going to get there my ads aren't profitable how do I fix it client financed acquisition For many businesses ltgp is bigger

than CAC yay but not after the first purchase Boo the profit from the customer's first purchase is often less than the cost to get them it can take many months to collect the full ltdp so you get your money later instead of now and this cash flow problem cripples your ability to scale ads and get more customers boo again but if your customer spends more than it costs you to get and Fulfill them in the first 30 days then you have the funds to scale now and forever I call this client financed acquisition I pick

30 days because any business can get interest-free money for 30 days in the form of a credit card and if we make more than the cost to get and fulfill the customer in the first 30 days we Square our balance now we have zero debt and a new customer which we can keep profiting from forever Then we repeat the process money is no longer your bottleneck this is the key to Limitless scale I repeat the same image above so you can reference it see client-financed acquisition in action say we have a dollar fifteen per month

membership that costs US dollar five to deliver that leaves us dollar ten gross profit left over dollar fifteen membership dollar five cost equal sign dollar ten gross profit per Month and let's say our average member stays for 10 months that makes our lifetime gross profit dollar one hundred dollar ten gross profit per month ax 10 months equals sign dollar 100 ltgp if the cost to get a customer is dollar 30 or KAC equal sign dollar 30. we have a 3.3 one ltgp KC ratio dollar 100 ltgp dollar Thirty key equals sign 3.3 ltgp 1kc 3.3

1 our ads make money hooray but wait there's a problem if you spend thirty dollars in ads and only got ten Dollars back 10 bucks trickles in one month at a time until you finally break even two months later that's tough make no mistake you should 100 make that trade but now we have a cash flow problem here's the way I fix it I immediately sell them more stuff if I offer a dollar 100 upsell with 100 margins that one in five new customers take that adds dollar 20 of gross profit per customer dollar one

hundred upsell a Five customers equal sign twenty dollars average upsell dollars per customer this takes us from ten dollars to thirty dollars in the first Thirty Days our break even window now the first purchase is ten dollars but now the average upsell adds twenty dollars ten dollars plus twenty dollars equals signed thirty dollars gross profit per customer in less than 30 days and since it costs thirty dollars to acquire them we break even great thirty dollars CAC thirty Dollars cash collected within Thirty days equal sign free customers every ten dollars a month that comes in

there after is gravy now I can go get another customer while I keep collecting that ten dollars profit per month for the next nine months this is how you print money the things you can sell or upsell are unlimited if I cover the cost to get and fulfill a customer in the first 30 days I can pay off my card then do it again It's how I've scaled every company I've started for the past seven years past dollar one M slash Mo in the first 12 months without outside funding with efficiency out of the way

creativity is your only limit bottom line figure out a way to get your customers to pay you back in the first 30 days so you can recycle your cash to get more customers personal lessons from Paid ads 1. don't Confuse sales problems with advertising problems the cost to get customers doesn't only come from advertising it just mostly does for example a company I invested in spent 12 weeks and one hundred fifty thousand dollars to run paid ads they were getting the right leads on the phone but they weren't buying the owner said advertising didn't work

but the ads worked fine great even their sales sucked the owner threw up his hands and Gave up six inches from gold frustrating confusing an advertising problem with a sales problem cost them an estimated till the dollar 30 m in Enterprise Value if your engaged leads have the problem you solve and the money to spend and they're not buying then your ads work fine you have a sales problem away too a your best free content can make the best paid ads some of the best paid ads I've ever run Came from free content if you

make a free content piece that generates sales or performs very well nine times out of ten it'll make a great paid ad a user generated content ugc if you can get your customers to create testimonials or reviews using your product post them if they perform well as free content they often make killer ads too having a system in place to encourage these public posts from customers is my Favorite way of getting a steady stream of potential ads and the best part is it's no extra work three if you say you suck at something you will

probably suck at it never say I'm not techy or I hate Tech stuff it just keeps you poor than you should be I said it for wait for it four years then one day I snapped because I hated my website designer more than I hated Tech itself if this idiot can do it so can I four Years of wasting time and lost money reversed with four hours of concentrated effort your turn I can teach you how to place an ad in 20 minutes it'll cost you one hundred dollars worth it I hope so it's an

important skill it won't make you money but you will learn a lesson worth far more than a hundred bucks running ads is easier than you think in fact platforms spend zillions to make it as easy as possible so they can make More money here's all you gotta do search how to place a platform ad then Place one for one hundred dollars don't go all the way to the end then chicken out spend the gosh darn money rip off the Band-Aid as soon as you do you're no longer an observer you're in the game once you

have put all these pieces together it's time to send it spend money start with an acceptable amount of money you are willing to lose each month Expect to lose it you won't be earning you'll be learning if you recall our advertising checklist you'll need to pick each line to fill out your action card this kicks off your journey in paid ads to get more engaged leads sample paid ads checklist who yourself what your offer where any platform audience you can buy access to to whom target audience or look-alike audience when every day seven days per

week why get engaged leads to sell how call out plus Three W's plus CTA how much learning budget then reverse to sales goal how many 30 plus call outs times 10 ads how long as long as it takes paid ads part two conclusion paid ads are the fastest way to scale how many leads you get we spent the Lion's Share of this chapter talking about efficiency because once you understand how ads really make money it becomes much easier to win I've been very successful with paid ads but it wasn't because I was the most creative

Or had the best copy it was because I knew the numbers so follow the steps outlined and once we have all that we scale it we expect to lose more times than we win and once we win we scale the hell out of it and that's how we do it paid ads is the last of the core four ways a single person can let other people know about their stuff but before we transition to the second half of the book I want to show you how to put these strategies on Steroids core 4. on steroids

more better new if at first you don't succeed use Force I surveyed the 50 or so faces of the group all entrepreneurs looking to scale their businesses each hungry for the missing link that would flood them with engaged leads after finishing a presentation on lead generation I opened up the floor for Q and A the first business owner chimed in I Just feel like I've saturated the market I don't think we can get any bigger in the chiropractor Niche than we already are what are you doing in Revenue I asked 2 million a year and

how much do you spend on Advertising about thirty thousand dollars a month on Facebook what's your conversion rate from click to close I don't know so you don't track overall throughput and I guess not okay what other platforms do you Advertise on none how much content do you make for chiropractors none how much cold Outreach do you do none and the 30k you spend on one platform for a two million dollar business saturated the dollar 15.1 billion chiropractor industry does that sound reasonable a second business owner chimed in before he could answer if it helps

I'm in the chiropractor Niche too and I spent 30k in advertising across four platforms Last week do you still feel like you've saturated your Niche I asked he got the point I have this conversation daily with entrepreneurs looking to grow typically they have figured out how to get enough customers from one platform to get them to one m3m per year it's still not completely predictable and they have their ups and downs but they have the gist of what they need to do and have seen some success so it's at This point they hit a wall

because they think they can't make more money they assume they've tapped their Market I kid you not I had a conversation with a different entrepreneur making about three million dollars per year in the weight loss space he worried increasing his ad spend past 40 key per month would saturate his ad platform for context that platform has over one B active daily users and he was selling weight loss in America a 60 Billion dollar industry and silly there are more leads out there than you can possibly imagine I've used a framework to unlock those leads over

and over again and now you can use it too how to get even more leads more better new first you reach out to people who know you then you start making free content then you start reaching out to people who don't know you then you start running paid ads this is how you do the core 4 to get engaged leads and there's Really nothing else a single person can do on their own to get them but what if you are doing the core 4 and still not getting as many engaged leads as you want well

worry not there are two ways to boost any of the core 4 to get even more engaged leads on your own I use these every time I want to increase the engaged lead flow in a portfolio company they are easy to remember more better new simply stated one you can do more of What you're currently doing odd two you can do what you're currently doing better three you can do it somewhere new and just like the story in the beginning with the agency owner that's exactly what I was asking him could you advertise more could

you advertise better could you advertise somewhere new so let's start with the one I actually do first more more you've done some advertising by now and you know the advertising that you do Works to some Degree so the next obvious thing you can do to get more engaged leads is more a lot more crank up the volume to your Max Capacity even with no improvements at all if you double your inputs you'll get more engaged leads make twice the reach outs post twice the content run twice the ads double the ad spend Etc you won't

regret it unless of course you hate money so I will always focus on testing to make ourselves better which we'll get to In a moment the biggest increases often come from advertising more here's how I do more the rule of 100. the rule of 100 is simple you advertise your stuff by doing 100 primary actions every day for 100 days in a row that's it I don't make many promises but this is one if you do 100 primary actions per day and you do it for 100 days straight you will get more engaged leads commit

to the rule of 100 And you will never go hungry again here's what it looks like applied to each of the core four warm reach outs 100 reach outs per day example primary actions email text direct message calls Etc post content 100 minutes per day making content release at least one per day on a platform as you get better post even more example primary actions short and long videos are articles podcasts infographics Etc cold reach outs 100 Reach outs per day example primary actions email text direct message cold call Flyers Etc as with all cold

advertising expect lower response rates so use automation paid ads 100 minutes per day making paid ads example primary actions direct response media ads Direct Mail seminar podcast spots Etc 100 days straight of running those paid ads use the daily budget we calculated together in the paid ads chapter aim for client financed Acquisition Pro tip more ads means better ads means more leads Facebook reviewed the accounts of all advertisers on their platform they found something curious the top 0.1 percent of advertisers test 11 times more creative than everyone else oftentimes it's not that you can't scale

an ad profitably you just can't scale a mediocre ad profitably and the only way to find the exceptional ads is to make 11 times more of them success Leaves Clues do with 0.1 percent do to get with the 0.1 percent get here's some inspiration from someone in hash mosination following the rule of 100 better getting better gets you more leads for the same effort we want that and you can only get better by doing one thing testing so you do more and more Until It Breaks then you make it better in other words if you

do more for long Enough your Casey will eventually get too high to sustain so you make a tweak and see if it improves if it does keep doing it if it doesn't toss it out thousands of these tiny tests separate the winners from the beginners every action a lead takes before they become a customer is a potential drop-off point so I do the most testing at whatever step the most leads drop off I call these constraints constraints are the points where the Smallest improvements create the biggest boost in results that's why they're so important we

get the biggest bang for our buck for example if you have three steps in your process thirty percent opt-in give you their contact information five percent apply this is the constraint because it has the biggest drop off 50 schedule but let's ignore the constraint for a moment imagine we improve each step by five percent by itself thirty plus five Thirty five percent opt-in equal sign 16 increase in leads 1.16x five plus five percent High ten percent apply equal sign one hundred percent increase in leads 2x 50 plus five and fifty five percent schedule equal sign

ten percent increase in leads 1.1 x we get wildly different results improving the constraint also comes out the clear winner so focus on the constraint and again if you're not sure which step is the biggest constraint Find the step where the most leads drop off you'll get the biggest reward for the smallest Improvement here's how I get better I test one thing per week per platform and I do it for four big reasons one if you test multiple things at a time on one platform you never really learn what worked two steps affect each other

a single change can affect results at other steps for example if you change step one and more people opt-in but fewer people apply no Bueno but you wouldn't know that if you change both steps if you make one change you can see what happened if you make a bunch of changes good luck trying to figure out what worked or didn't three it forces you to prioritize what will get you the most engaged leads you can do an infinite amount of tests but time is limited so you must choose your tests wisely for example if you

only do one big test per week per platform don't waste it on a color change from red to Bright red four and maybe the most important you run the test for long enough to see if you actually get an improvement too short and you won't get enough data and too long and you waste time you could have spent improving the next constraint with the size of my team and the amount of money I spend on Advertising one week is typically long enough for me in every company I own I set up a testing schedule every

Monday we run one split test per platform we Give it a week and the next Monday we do three things one look at the results and pick the winners for each platform test two then important we write down the results of the test in a log of all tests so the next time we do something we start a zillion improvements later not at square one three come up with our next test to beat our current best version if we can't beat the version we're currently running in four tries or one month we move on to

the next Constraint you continue to allocate effort to make things better but at a certain point the effort you put into making it better brings lower and lower returns at some point it makes more sense to invest your effort into something that will bring higher returns only at this point do we try something new in every company I own I set up a testing schedule every Monday we run one split test per platform we give it a week and the next Monday we do Three things one look at the results and pick the winners for

each platform test two then important we write down the results of the test in a log of all tests so the next time we do something we start a zillion improvements later not at square one pro tip front back most times in general the lowest percentage steps usually happen at the front and the higher percentage steps happen at the back as in one percent of people may click and add then 30 percent Will give you their contact information this is why most times you'll end up focusing on the front more than the back and that's

fine those steps are usually the constraint they have the largest returns for the smallest improvements the call out the value elements the offer the CTA the landing page headline sub headline image Etc down the pathway you go in order of what the lead will see and then do pro tip better more new When talking to businesses less than one million dollar per year in profit I usually advise them to do more first they haven't done enough in volume for percentage changes to make a big difference but once you cross one million an annual profit making

things better can be the lowest cost highest return thing you can do so once a business is big enough I flip the order from more better new to better more new new so after you've Improved your marketing efforts through more and better the only thing you have left is new places in new ways in simple terms new and if you think your business can't possibly get any bigger let me show you why it can then I'll show you how it can most business owners look only at the platform and Tiny Community they Market in and

usually there are only three or four big companies Marketing in their Niche so they assume those companies must split the entire Market between them this is exactly what the entrepreneur in my intro story did think for a moment about how ridiculous this is I call this problem the size of the pie fallacy here's a drawing to illustrate how the market is in fact much bigger than most assume the size of the pie fallacy a small business uses one of the core four on one platform in one specific way with a very targeted audience and in

that same space advertising the same way there may Only be a handful of other competitors they mistakenly assume the tiny slice of the universe they advertise to is the entire available Market this is why most businesses stay small when they Plateau they think there's no more leads to get they believe they got as big as they possibly can because for many saying I'm as big as I can get is much easier than seeing I'm not as good at advertising as I thought this false argument keeps entrepreneurs everywhere poorer than They should be when to do

new when the returns you get from doing more better are lower than what you could get from a new placement or new way of advertising there are many other slices of attention and potential leads sitting just inside the tiny universe of post content they could add new placements since many platforms have multiple places and forms of content for example on Instagram you can make stories messenger ads and posts on YouTube you can make Shorts Longs Community posts Etc or they could add a new platform they go from Instagram Messenger to Facebook Messenger they go from

YouTube shorts videos to Instagram short videos reels Etc and once they've exhausted those they could add an entirely new core 4 activity and if you're curious the order I pick my next new comes down to one thing what will get me the most leads for the amount of work that is the rule and nine times out of ten it goes like This new placements new platforms new core 4 bottom line no matter how you advertise you can do it in new ways different styles of content or in new places think other platforms then finally do

a new core 4 activity altogether and you guessed it each of them gets us what we want more leads now this is much harder in practice which is why I exhaust more better first but at a certain point you have to expand to new placements platforms and Core 4 activities to let more people know about your stuff action step exhaust more better First Once you can't do any more any better meaning the returns are lower than putting that same effort into a new platform try new use this rough order new placement new platform new core

for activity get it going measure how you do and scale up from there using more better then rinse and repeat more better news summary first you do Way more of the advertising that works Until It Breaks then the next drop-off Point becomes obvious then you keep that level of advertising up while you go back fix the constraint and make it better so really better and more work with each other more than they work separately the first question I usually ask myself before we invest in a company that needs to get more customers is what's stopping

them from doing 10 times what they are Currently doing sometimes nothing so we just do more other times we just need to make something better first so answer that question and you'll know what to do next only once you've exhausted more better do the real Returns come from doing new first go with new ad placements on a platform you know second go with placements you know on a new platform then once you get the hang of that new platform use new placements on it once You exhaust that you can add a new core 4 activity

on top of what you currently do that gives you my simple real world way I put the core 4 on steroids to get even more leads conclusion advertising is the process of making known it's what we do to let strangers know about the stuff we sell now we solve the stuff problem with your lead Magnet or offer but to get them to turn into engaged leads you have to tell them about it so we spent this section Going over the only four ways a single person can advertise let other people know about their stuff and

to do it you trade either time money or both and when you do it you can advertise to people who know you warm or you can advertise to strangers cold you can advertise publicly content ads or privately Outreach as far as what to do when whenever I build a business I think about it this way after I do warm Outreach to hot to get my pool of Customers going if I have more time than money I move to posting content if I have more money than time I go with cold Outreach or running ads but

remember you only need to do one to get engaged leads so just pick one then Max it out do more do better do new and all the advertising methods compound together the money systems and experience you earned from the prior method will help you master the next a business that posts free content and runs paid ads will get more Out of their ads in their content than a business that does only one or the other a business that does cold Outreach and makes content will get more from their cold Outreach and work their warm leads

better than one that does only one every combination of the core for advertising activities boost each other in some way and as a personal note I've done them all I built my first business off posting content and warm Outreach I Built my gyms off free content and paid ads I built gym launch off paid ads and cold Outreach I built Prestige Labs off Affiliates which we cover in section 4. I built Allen off paid ads and Affiliates also section four I built acquisition.com off posting content there are many ways to get engaged leads if you

master one you will be able to feed yourself for the rest of your life they all work if you do next up If you follow the steps in this book you'll run out of hours in the day you won't be able to do any more any better let alone add anything new so you'll need help on your journey to the land of endless leads you'll need allies those allies come in four different flavors and since there are more of them than there are of you they are the key to getting there so let's go get

them get people who get you more leads give me a lever long enough and a Fulcrum on which to place it and I shall move the world Archimedes building a 100 million dollar lead machine is all about leverage an old lady can lift a semi truck with a long enough lever the strongest man in the world without one can't the length of the lever determines how much someone can lift this is leverage we can use the principle of Leverage and advertising let me explain someone with internet can send a message to millions of people at

Once someone writing postcards by hand can't the internet allows us to reach more people for the same time spent so it's higher leverage that means leverage boils down to how much we get for the time we spend getting it so we want to use higher leverage activities to get what we want and more stuff we want less time getting it good and we want leads lots of leads Pro tip don't mistake leverage for Speed one person can only move so fast a Person thousand times ahead of you isn't moving thousand times faster they can't they're

doing different stuff so the future Feels So Far Away with Leverage is closer than you think Lee Getters give you Leverage people can find out about the stuff we sell from two sources we can let them know using the core 4 or other people can let them know using the core four I call these other people lead Getters when other people do it for us we save Time that means we get more engaged leads for Less work leverage baby imagine four scenarios scenario hash one you are the lead getter you do the core four all

day every day by yourself you get enough leads to pay the bills work High leads low leverage low scenario hash two you get a lead getter you get a lead getter to do the core 4 on your behalf now the lead getter brings enough leads to pay the bills Without You advertising you work less Than scenario hash one and get the same number of leads work low leads low leverage High scenario hash three you get lots of lead Getters you spend all your time getting other lead Getters your leads go up every time you get

another one you work all day every day but you get way more leads than you did when it was just you you work more than scenario hash two but get way more leads work High leads High leverage higher scenario hash four you get a lead getter Who gets lead Getters you recruit somebody who recruits other people to advertise on your behalf they get more lead Getters every month you only had to work to get the first lead getter once but his leads can continue climbing without you working you works less than scenario hash three and

you get more leads each and every month work low leads High leverage highest now you've got the makings of a 100 million dollars leads machine Outline of the lead Getters section the lead Getters aren't part of the core 4 because they're not things you do you do not do Affiliates or do customer referrals or do agencies or do employees but you have to do the core 4 to get them they come from warm Outreach cold reach outs posting content and running paid ads and once you get them they do it for you so the core

4 Stacks one time to get them and a second time for when lead Getters get engaged leads on your Behalf but it doesn't have to end there in fact it shouldn't the process repeats lead Getters can go get lead Getters so we do something once then lead Getters can do it forever but wait I thought this book was about getting leads so am I trying to get leads or do I want lead Getters answer yes lead Getters start out as leads then get interested in the stuff you sell and become engaged leads like anyone else

The difference is they get other people interested in the stuff you sell too and ideally every lead becomes a lead getter the following chapters explain in detail how to get other people to advertise for you and if you want to scale to Dollar 100 and plus you have to understand them hash one customers they bite your stuff then tell other people about it to get you leads hash two employees people in your business that get you leads hash Three agencies businesses with services that get you leads hash for Affiliates businesses who tell their audiences about

your stuff to get you leads asterisk all four lead Getters let other people know about your stuff in other words all four are higher leverage than you doing it on your own once you do understand the four lead Getters you can build a lead getting machine for every company you start for the rest of your life I'll break down how I use all four Lead Getters how each is different how to work with them when to use them best practices and how to measure your progress along the way at the end of this section you

will understand how to get other people to bring you more leads than you can possibly imagine and since we already use the core 4 to get customers let's start with something we can do right now get those customers to refer more customers Hash One customer referrals Word of Mouth the best source of new work is the work on your desk Charlie Munger October 2019 Layla and I sat together on her parents living room couch the one she watched movies on as a kid The Faded edges of the coffee table begged us to kick our feet

up we balanced laptops on our thighs extension cords snaked around the couch to outlets down the hall her stepmother claimed in The kitchen this was not a work environment but we may do two years earlier I lost everything and met her parents on the same weekend Hey Dad I met this guy on the internet he lost everything but don't worry I quit my job and moved in with him to help with his next big business idea by the way can we crash here for a while great first impression Alex but a lot had changed since

then we were multi-millionaires now we made enough to Buy her childhood home in cash every week Layla reviewed reports from our department heads oh yeah we had Executives now too sales numbers look a little soft this week she said really how many did we close 15 and sales started dipping last week too is there anything different on your end let me check I logged into Facebook's advertising portal read rejection notifications Filled the screen well that'll do it I said what what happened all the ads got shut off well that's a problem when do you think

you can get them back up it'll take a day or two to get a new campaign started I squinted at the screen something even more alarming jumped at me Facebook rejected the ads two weeks ago I acted like nothing was wrong so we closed 15 this week and how many the week before I asked 21. well I've got good news and I've got bad news uh okay the bad news is the ads got shut off two weeks ago so that explains the dip the good news is our product is so good that we're still doing

five hundred thousand dollars a week from Word of Mouth alone you ignored the ads for two weeks she had oh no you didn't written all over her face I Shrugged with a sheepish grin you still love me right we busted Out laughing at the absurdity of it all those two years were insane the amount of money we were making didn't make sense we didn't comprehend how much until years later we were just grateful to be doing this together flaws and all and this accidental stretch without running paid ads made something very clear our customers were

telling their friends a few months later I stood on stage and looked out over the 700 plus gym owner Audience everyone paid forty two thousand dollars to be there all wore black gym Lord t-shirts and stick-on mustaches it was nuts I was mid-presentation explaining how excellent service generates leads through word of mouth all the while I obsessed over whether the money we made during two weeks without running paid ads was a fluke feeling confident I paused the presentation time to find out all right just to show you how important This is who here learned about

gym launch from another gym owner raise your hand as soon as the words left my lips I felt instant regret what if no one raises their hand what if our growth was all forced I'm such an idiot I looked around the room with my arm raised like a monkey the room Stood Still oh no then a few gym owners raised their hands neither doesn't look great but it could be worse and then more thank God then more then a wave of hands Holy cow people looked to their sides and behind them it was almost the

entire room I let the moment sink in for all of us I'll never forget it I knew we had good word of mouth but not this good that I said is the power of Word of Mouth asterisk asterisk asterisk I know you weren't there when Layla and I realized we were making 500 000 plus per week from word of mouth I know you weren't there to see 30 million dollars and customers say Someone referred them the first time I realized the power of referrals it was by accident seeing how much it made me I studied

what had gone right I wanted to make sure I could recreate it on purpose for me to transfer that ability to you I have to transfer the beliefs that created it and these experiences formed those beliefs this is why I share them people copied our offers ads and Lead magnets they copied our landing pages Emails and sales scripts they copied everything they could but they did it with little success they think it's about advertising and it is but the best advertising is a happy customer an amazing product turns every customer into a lead getter the

world loses trust by the second every day more customers do their research they arm themselves with information to make purchasing decisions as well they should so to play at higher levels we need our product to Not only deliver but Delight customers must get so much value it compels them to tell other people about us the good news is once you know how it's easy easier than you think in this chapter I explain how to get the lowest cost highest profit and best quality leads out there referrals how referrals work a referral happens when somebody a

referrer sends an Engaged lead to your business anyone can refer but the best Referrals come from your customers so this chapter focuses on getting more referrals from your customers how referrals grow your business referrals are important because they grow your business in two ways one they're worth more higher ltgp referrals buy more expensive stuff and buy it more times they also tend to pay in cash up front lovely two they cost a less lower C if one customer sends you another customer because they like your stuff That new customer costs you nothing and free customers

are cheaper than customers that cost money so free customers equal sign good but what does this stuff really mean check this out imagine you had an LT GP heat a c x ratio of four to one that means it costs 25 percent of your lifetime gross profit of One customer to get another not bad but now imagine if every customer brought you two more customers You'd now have an ltgp to cause C ratio of 12 to 1. you'd use just over 8.3 percent of your lifetime gross profit to get a new customer so you get

three customers for the price of one now we're talking hooray what a deal on top of that referrals are exponential let me explain the number of engaged leads you get from the core 4 depends on how much you do them the inputs to outputs have pretty linear relationships if you do 100 reach outs you get engaged Leads if you double it your leads roughly double if you spend dollar one hundred on ads you get engaged leads if you double it your leads roughly double so no matter how well you advertise how much you get depends

on how much you do and that's great but with Word of Mouth we can do even better with Word of Mouth One customer brings two to bring four four bring eight and so forth It's not linear it's exponential Nothing scales like Word of Mouth wanna know why so few people scale By Word of Mouth they lose customers faster than they get them look at the referral growth equation to see it in action referrals in minus churned customers out if referrals are greater than churn you grow without any other advertising yay if referrals are equal to

churn you need other advertising to grow your business if referrals are less than churn you've got to advertise to break even boo most Folks this gets nutty when you look at percentages If the percentage of referrals every month is bigger than the percentage of customers who leave your business compounds every month you'd have to spend that much more money on ads do that many more reach outs or post that much more content just to maintain that growth you eventually hit a wall but with referrals you can maintain growth no matter how big you get this

is how companies like PayPal and Dropbox Exploded into multi-billion dollar businesses I'll break down their exact strategies later in the chapter on the other hand small businesses barely scrape by because they have about the same customers exiting as they do entering a hamster wheel of death here's why two reasons most businesses don't get referrals most businesses don't get referrals for Two reasons first their product isn't as good as they think it is second they don't ask for them problem hash one the product isn't good enough everyone loves our stuff we just need to get the

word out it says every small business owner with a product that's not as good as they think it is I'm gonna take off my nice guy hat for a second if your product were exceptional people would already know about it and you'd have more business than you could handle So if you sell direct to Consumers and they are not bringing you more customers your product has room to improve I like to ask myself why are my customers too embarrassed to tell everyone they know about my product it may be okay but it's unremarkable as in

not worthy of remark in fact most of the stuff I pay for kind of sucks my pool guy forget stuff half the time my landscapers make tons of noise at the worst hours my cleaners routinely put my Clothes in my wife's closet I guess that's what I get for extra media mob t-shirts the list goes on business owners wonder why they don't get referrals the answer is right in front of them they're just not good enough let me show you how I think about it price is what you charge value is what they get the

difference between price and value Is Goodwill this means that price not only communicates value but it's also how we judge value economic storks call it customer Surplus but I'm just going to call it Goodwill you want lots of Goodwill lots of Goodwill creates Word of Mouth Word of Mouth means referrals there are two ways to build Goodwill with your customers you can lower your price or you can give more value after All if you lower the price of your product enough people would line up to get it but you'd probably lose money so lowering the

price is at best a temporary solution you can only lower the price so much for so long and as marketing Legend Rory Sutherland says any fool can sell something for Less so to build Goodwill to get referrals the question isn't how do we lower our price but how do we give more value six Ways to get more referrals by giving more value there are six ways I get referrals by giving more value and it just so happens to map to the parts of a need one call outs sell better customers too dream outcome set better

expectations three increase perceived likelihood of achievement get more people better results four decrease time delay get faster results five decrease effort and sacrifice keep making your stuff better Uh six call to action tell them what to buy next one call outs sell better customers we want to sell better customers because they get the most value from our products customers that get the most value have the most Goodwill and the customers that have the most Goodwill are most likely to refer yes it's that simple let me give you a real Life example we have a portfolio

company that did public relations for generic small businesses they had a lot of sales but they had a lot of churn so they plateaued they didn't grow for years to see what we could do we looked at their lowest churning customers to see if they had anything in common they did they were all in a specific Niche and looking to raise funding from investors so the solution looked obvious get more of them but the founder had a big worry these Customers were only 15 percent of his business if he changed his targeting and it failed

he would lose 85 percent of his business but the business wasn't growing anyway a tough situation for any entrepreneur but after reviewing the data many times he agreed to change the advertising call outs to match this narrower perfect fit to customer the results the company broke through its Plateau they grew for the first time in years and now on track to adding Millions per month plus their cost of advertising a huge expense for their stagnating business went down they got even cheaper leads since they could be more specific with their messaging but not only that

the cheaper leads got even more value from the product because it was meant for them and those customers because they had more Goodwill toward the business started referring like clockwork action step increase the quality of the Prospect and you'll Increase the quality of the product figure out what your most successful customers have in common use those similarities to Target a new audience that has the greatest chance of getting the most value then sell only people who meet those new criteria set yourself up to build more Goodwill more Goodwill means more referrals 2. dream outcome set

better expectations The fastest easiest and cheapest way to make your product remarkable make it better than they expect and that's easier than you might think because you set the expectations have you ever had a stranger tell you a new movie was awesome then you go see it and think that wasn't as good as I expected on the flip side have you ever had someone tell you a movie was terrible then you ended up seeing it anyways and thought that Wasn't as bad as I expected our expectations of an experience can dramatically affect the experience itself

we can increase Goodwill by lowering expectations it gives us room to over deliver in the beginning I promised everything in the kitchen sink to get people to buy fulfilling on that turned into a nightmare so I began inching down my promises while maintaining quality it gave me more room to over deliver and I netted A Major benefit referrals customer expectations are fickle that's why we set the expectations for them and if we set those expectations then we can exceed them action step slowly lower the promises you make when making offers keep lowering them until your

close rates lower at that point stop this maximizes how many customers you get and the Goodwill you build with them maximize customers and more Goodwill Means more referrals three increase perceived likelihood of achievement get more people better results the customers with the best results get the most value from your product figure out what they do to get the most value and you can help your other customers do the same two steps ago to sell better customers we figured out who the best ones were so now to get everyone the best results we figure out what

the best ones did let me Show you what it looked like at gym launch we started by tracking customer activities speed to running their first paid ad speed to their first sale their attendance on calls Etc then we compared the activities of our average customers to the activities of our best customers we found out something huge if a gym owner ran paid ads and made a sale in the first seven days their ltgp tripled once we realized this we focused On getting everyone to launch ads and make sales in the first seven days the results

of our average customers skyrocketed more customers more testimonials and more referrals followed here's the process I use to get more people better results step hash one survey customers to find the ones who got the best results step hash two interview them to find out what they did differently step hash three look at the actions they Had in common step hash 4 Force new customers to repeat the actions that got the best results step hash 5 measure the Improvement in average customer results speed and outcome step hash 6 match the conditions of your guarantee to the

action that get the best results to get more people to do them Pro tip make the success activities the conditions of your guarantee as soon As you start getting customers results note what they did then start guaranteeing new customers those results but do it on the condition they do what the best customers did the guarantee sells more people the conditions get them better results you win they win action steps figure out what the best people did then get everyone to do it make your guarantees around the actions that create the most success more success more

Goodwill more referrals Four decrease time delay make faster wins I Define a win as any positive experience a customer has faster wins increase their perception of speed increase the likelihood they'll stick and increase how much they trust you triple win to make wins feel faster we give them wins more often let's imagine you have a product that takes a week to deliver the customer can get one win at the end of that week or win every day with Daily Progress updates Same amount of progress seven times the winds on top of that if someone said

seven things would happen and all seven do I trust them even more referring a friend is now lower risk since seven promises were made and all seven were kept here's five ways I make wins happen faster in the real world one if I have seven small things to deliver I deliver them at shorter intervals rather than on All at once two updates or wins if it's a bigger project I share progress updates as frequently as possible you can never give someone too much good news and regular updates progress or not is better than leaving your

customers hanging three customers form their lasting impression of a business within the first 48 hours after they buy force a good impression Force as many wins as you can in that window set many expectations meet many expectations Repeat four they should always know the next time they'll hear from you I got a slick saying from a public CEO friend of mine bam fam book a meeting from a meeting again never leave a customer in no man's land they should always know what happens next 5. never expect customers to forgive you ever so act like it

for example you can deliver early but never late I add 50 to my timeline so I always deliver early that makes on time for me early for them Action step break down outcomes into the smallest possible increment communicate as often as reasonable even if there is no progress update them set timelines with breathing room deliver early more customer wins means more Goodwill and more Goodwill means more referrals five decrease effort and sacrifice keep making your stuff better if the customer does less stuff they Hate to benefit from your product you've made it better if the

customer gives up fewer things they love to benefit from your product you've made it better and there's no such thing as a perfect product you can always make it better and the easier you make it for them to benefit the more Goodwill you get and the more likely they'll refer here's my process to keep making my stuff better step hash one use customer service data surveys and reviews to find the most Common problem with your product step hash two figure out your fix to get a head start get feedback from the customers who made your

product work for them despite the problem it has step hash three use that feedback to improve your product step hash four give the new version to a small group of your struggling customers step hash 5 get your next round of feedback if you solve the original problem then roll it out to all customers if it didn't go back to Step hash Two Step hash 6 move to the next most common problem and repeat the process do this until the end of time action step keep making your stuff better survey make change is Implement measure repeat

I run this process every month set this as a recurring monthly process a product that takes less effort and fewer sacrifices means more Goodwill and more Goodwill means more referrals a sex call to action tell them what to buy next If you have an amazing product they'll want more you have to satisfy their desire to buy if you don't they'll still buy but from someone else don't let that happen sell them again you can either sell them a new thing or more of the thing they just bought in either case you'll get even more Goodwill

and extend the lifetime of the customer and besides the more stuff they can buy The more stuff they can refer their friends to for example in a weight loss company we know lots of customers referred friends to their first tier product but some didn't a lot of those customers who didn't refer to the first product when they bought the more expensive thing referred their friends to that so you gotta keep selling in my experience people obsess over their front-end offers and that makes sense but then They neglect the back end and customers fall off and

customers that fall off your product are unlikely to refer so keep selling them so they don't action step treat every customer like it's the first time you've sold them make sure your next offer is more compelling than your first remind them to buy more after each big win more things to buy means more opportunities to add even more value more value means more Goodwill and more Goodwill means You guessed it more referrals one question to rule them all let's consolidate these six steps into one thought experiment I encourage you to try it out with your

team here it is you've lost all your customers but one the gods of advertising ban you from doing the core 4 and decree all customers must come from this one customer violate our terms and we will destroy your business and every other business you start for eternity Tough break but the question remains how would you treat this customer what would you do to make their experience so valuable they would send all their friends what kind of results would they need to get what would their onboarding be what type of customer would you pick think about

it write it out your business depends on it then do it start acting like the advertising Gods will revoke your core four privileges at any moment soon you'll see you have no Choice but to start adding more value to get more customer referrals now that we covered that do you want to know how you can get even more referrals as he is die ask for them referrals ask for them do you know why businesses have so few referrals compared to what they could have they never ask for them your customers like any audience can only

know what to do if you tell them now I've tried a lot of referral strategies Most failed and I struggled until I had this epiphany asking for referrals only works when you treat it like an offer the referrals come when you show the value the customer gets when they refer their friends let me give you two quick case studies to show the power of asking for referrals case study hash one dropbox gave free storage to customers and free storage to the friends they referred the Referral program went viral and they 39x their business in 15

months case study hash 2 PayPal gave dollar 10 in credit to customers and dollar 10 to the friends they referred within two years the program helped them Reach a million users and six years later they hit 100 million users they still use it today so how do we harness the same viral growth in our own small businesses we do what they did or we ask for it Seven ways to ask for referrals there are three components to a referral program how you give the incentive what you incentivize with and how you ask rather than give

you a hundred variations that may or may not work here are the seven combos that worked best for me one one-sided referral benefit I'd rather pay customers than a platform any day of the week pay your average cost to acquire a customer from cic to the referrer or the friend make Them aware of the incentive X imagine it costs dollar 200 to get a new customer ask the current customer to make an actual three-way introduction to a friend via call SMS or email not just a name and number also ask them to do it right

when they buy don't wait then write them a check for two hundred dollars when their friend signs up or give their friend two hundred dollars off X this works great for spouses because They both basically get the benefit always ask for the spouse and give a household discount two -sided referral benefits this is what Dropbox and PayPal used we pay our CA act to both parties half goes to the referrer in credit or cash and half goes to the friend in credit this way they both benefit X we sell 500 programs our cost to get

a Customer is dollar two hundred for every friend someone refers we give them dollar one hundred cash and give their friend dollar one hundred off signing up good for up to three friends this worked really well for my local businesses Pro tip run your paid ads for free in our service businesses we routinely get an additional twenty five thirty percent of sign ups as referrals if we asked for referral right when they signed up so if we signed up 100 clients for a promotion We would usually get another 25. 30 clients from referrals and since

we always operate above three is to one ltgp.kc the cash from referrals often covered the cost of the ads and some a bingo a c ask for a referral right when they buy on the sales contract or checkout page ask for some names and phone numbers of people they'd like to do this with show them how they will get better results when they do it with a friend Example I had a new salesman come into one of my portfolio companies and shatter all the sales records for an upcoming event we didn't know what was going

on so I hopped on the phone with him how are you selling more tickets than everyone else he Shrugged and said I'm doing the same thing as everyone else I just make sure I ask them who else they'd want to have come with them then ask them to introduce me Half his sales were referrals so simple and yet no one does it scripting example people who do our program with someone else tend to get 3x the results who else could you do this program with four add referrals as a negotiation chip on top of that

you can ask for referrals as a way to negotiate a lower price in other words if someone wants to pay 400 and your price is 500 you can give them the discount in exchange for an introduction to three Friends you can ethically charge a different price for the same thing because you change the terms of the sale example I can't do anything less than dollar 500 down but if you make a three way text introduction to a few of your friends right now I'd be happy to cut that Initiation fee and to address the question

you didn't ask if a full price customer finds out you gave someone else a discount which I've had happen here's all you say yay Stacy got dollar 100 off because she referred three friends I'm happy to give you dollar 100 if you refer me three friends who do you have in mind they either back off or they give you three friends win-win five referral events where people get points credits dollars or even just bragging rights for bringing friends within an explicit time period referral events typically last from one to four weeks whenever you run One

of these events sell everyone on the benefits of working with others use some stats internal or external to show high success rates and the selfish benefit to bringing friends I use names like bring a friend promotion spouse challenge promotion accountability buddy promotion coach challenge promotion where you create teams with your employees and customers this works well in coaching style businesses six ongoing referral program grams instead of running a Limited duration referral promotion you talk about the benefits of doing things with others all the time think in your free content Outreach paid ads Etc after a

buddy did this he saw a 33 boost in total signups for context he had one million customers buy tickets to his virtual event and 250 000 of them were referred this stuff works 7. unlockable referral bonuses create bonuses for people who won referring to leave a testimonial a few examples unlock VIP Bonuses courses tokens status training merchandise service levels premium support additional hours of service Etc unlockable referral bonuses work well if you don't like paying out cash the bonuses can also be for both parties if you like since they cost you less than cash visit

the lead magnet section for some extra inspiration as always the more insane you make the offer the more people will refer if you want them to refer make it so good they'd be stupid Not to here's what it looks like to combine a few of the strategies above into a killer referral promotion give everyone a gift card for one-third the cost of their program tell them they can give it to a friend of theirs if they sign up with them give the gift card an expiration date within 7 to 14 days from the date you

give it to them it'll force them to use it this gives the referrer status when they give it to Their friend rather than saying hey join my program for dollar two thousand off they say I got this gift card for dollar two thousand do you want to hit I don't want to waste it it's seen as a much bigger deal for them and you you can still use the three-way introduction with this tactic then text a picture of the gift card bonus points if you write the friend's name on it before texting the picture It

makes it feel personalized and gives you a legitimate reason for asking for their friend's name wink PC to see you can also sell the gift cards at 90 off as purchasable gifts only for friends of customers Tiki the referrer looks like they spent a lot of money and you get paid to get new customers I can hardly think of a better way to make money again the only limit is your creativity Pro tip match the thing you give with the thing you sell If you don't want to give away money try to match the referral

incentive to the core product you sell for example if you have a t-shirt Manufacturing Company giving away free t-shirts makes a lot of sense because your incentive will attract people who actually want t-shirts and they're more likely to become paying customers conclusion referrals aren't an advertising method you can do it's not one trick or hack although we learned Some of those it's a way of doing business and it starts with you after all referring is always a risk for the customer they risk their Goodwill with their friend in the hopes of getting more by showing

them something cool your stuff so customers only refer when they think it's very likely their friend will have a good experience in other words when the benefits to them personally outweigh the risk of hurting the relationship With their friend so we add benefits for them and their friends with incentives and we lower the risk by building Goodwill showing we deliver on our promises and we do that by using the six ways to give your customers more value now don't get me wrong building Goodwill does a fantastic job of getting referrals on its own but if

we're smart which we are we capitalize on that Goodwill so we can get even more referrals by using the Seven ways to ask for them so give more than you get and you'll never go hungry again this is how we treat our customers do this and you can monetize Goodwill forever to keep this in perspective I always remind myself I am compensated tomorrow for the value I provide today action items figure out your referral percentages and churn percentages to set a baseline implement the six giving value steps to build Goodwill then Capitalize on that Goodwill

using one or more of the seven ways to ask for referrals next up so now we have to figure out how to scale a team it looks like we'll have to call out potential teammates show them the value of joining the team then ask them to join wait that sounds familiar but seriously if you really want a 100 million dollars leads machine buckle up the most valuable chapter in the book is coming up next employees for real this isn't a Boring chapter and you're gonna need them if you want to make the big money hash

two employees if you want to go fast go alone if you want to go far go together African proverb June 2021 the new sales director piped up I know we came in under our goal again but I don't think we need to change anything we'll hit it this quarter eyes darted around the room and looked in every direction but mine The silence was long enough for the executive assistant to Mark the topic covered and move on no wonder we missed our cold Outreach goal for the second quarter in a row nobody challenged the failure what

so now we think the third time's a charm wait I said now everyone looked in my direction I'd like to know why that we didn't hit this two quarters in a row I know we can sell so if we want to make more sales With cold Outreach then we do more cold Outreach what's the issue we lose a rep every four weeks the sales director said aha okay why is our turn so high I was wondering the same thing but HR says we're actually below industry average turn for this position he continued but by the

time we hire an onboard one another churns out I saw the HR Director nodding in agreement getting warmer okay so the issue is Hiring I said so what's the hiring situation look like we hire one out of every four candidates HR pushes to us so if they churn out as fast as we hire them and you only hire one out of every four that means you only get like one candidate a week yeah about that almost there gotcha now I looked at the HR Director what's the screening situation look like we get one qualified candidate

for 10 screening interviews give or take she said so it Takes 40 interviews to get a single low skill Frontline worker I guess so Bingo all right we need to change things up I said we're bottlenecked the one-on-one screening start interviewing in groups and look for crazies there push everyone else with a good work ethic and basic social skills over to sales we can teach the rest agreed the team nodded within six weeks hiring outpaced churn our cold Outreach sales increased in lockstep by the end of the quarter cold Outreach Sales had doubled and made

up more than half our total sales the issue wasn't our cold Outreach method skills or offer at all we just didn't have enough people doing cold Outreach if you use the methods in this book you will see more engaged leads flow into your business more engaged leads means more customers but as you grow so does your workload in due time it will take more work than any single person can handle and you can solve the problem of too much work for One person by having more people work in short to advertise more you'll need more

workers and in this chapter we'll show you how employees work why they make you wealthy how to get them and the method I use to turn them into lead getters how employees work Lee getting employees are people working in your business that you train to get you leads they get you leads the exact same way you got your own leads in the beginning They can run ads they can make and post content and they can do Outreach they can do any advertising you train them to do so more lead getting employees means more engaged leads

for your business it also means less work you have to do to get the leads more leads and less work sign me up but wait not so fast don't get me wrong employees take work they just take less time and work than doing everything on your own in my experience if you trade 40 hours of doing for four Hours of managing you work 36 hours less brilliant and the best part is you can make that trade over and over you can swap 200 hours of work per week for 20 hours of management then you trade

the 20 hours of managing for a manager who costs you four hours per week to lead what remains is four hours of work for 200 hours of lead getting boom bottom line employees make a fully functioning Enterprise that grows without you why employees make you wealthy for your Business to run without you other people need to run it scenario hash one imagine you have a business that makes 5 million per year in revenue and two million dollars in profit and to make that profit you have to work around the clock in this situation you basically

have a high paying job but let's say you're okay with working all hours and knowing your business would burn down if you took a vacation vacations are for losers anyways kidding asterisk cough asterisk Sort of we still have another important thing to look at sure you make a bit of money but your business isn't worth much if the business only makes money with you in it then it's a bad investment for anyone else that may not sound like a big deal right now but let's consider an alternative scenario hash two your business makes the same

5 million in revenue and two Million dollars in profit but there's one big difference the business runs without you this does two very cool things one it turns what used to be a risky job into a valuable asset and two it makes you much wealthier here's how first you get your time back so you can use that time to invest in your business by other businesses or take your stinking vacations second you become much wealthier because your business is now worth something to Someone else you turn to liability that relied on you into an asset

you can rely on if you have an asset that makes millions of dollars without you then that means somebody else could use it to make millions of dollars without them in other words your business is now a good investment then investors looking for assets like acquisition.com for instance would buy summer all of it from you and your two million dollars in Profit per year especially if it's climbing could easily be worth 10 million right now so your business went from having almost zero value to having 10 million of value so learning how to get other

people to do it for you makes a 10 million difference to your net worth I'd say it's worth learning how to do it reminder you get rich from what you make you become wealthy from what you own and it took me years to realize this because Not that long ago everything I thought I knew about employees was wrong have you ever heard ASA if you want it done right you gotta do it yourself no one can do it like I do it nobody can replace me I have I said all that stuff he lived all

that stuff for years every time I hired somebody I would compare what they could to what I could do in my head I felt like it was me against them to somehow prove I was the morable one With my own team and this belief this way of leading people never made me more money for business nobody can do it but me and if you want something done right you've got to do it yourself aren't facts they're false somebody did similar stuff before you were around and somebody will continue doing some version of it after you're

gone in one way or another everyone is replaceable it might be by multiple People technology or later in time but everyone can be replaced my suggestion replace yourself as soon as you can then you can make yourself useful somewhere else many other people figured this out and so can you in the early days whenever I started a business I could do stuff better than the people I hired my entire Workforce always ended up looking like a ragtag group of Misfits who could kind of do one of the many things I could do This got me

up and running at first but I fell into the Trap of believing I was better than everyone else I would go back and forth between gloating because I was better than them and complaining because they weren't as good as me and for whatever reason it never occurred to me I was the one who hired and trained them who was I kidding the reality was twofold first I didn't have the skills to train Or lead a team properly second I was too poor and then when I had a little money too cheap to hire anyone better

in other words it was my fault they sucked oops the more I tried to out-compete my employees the more distracted I became and the worse my business got sure at the time maybe I could do anything better than any of my employees but I couldn't do everything better than all my employees and when I Finally realized this I started adopting better beliefs about Talent if you want it done right get someone to spend all their time doing it if I can do it someone else can do it better everyone is replaceable especially me these new

beliefs about Talent not only made a much healthier culture in my businesses but also came with very profitable side effects trusting my employees to succeed made my time and attention far more valuable If somebody else can do it why would I if somebody else could train them why would I if I could learn other stuff to grow the business while my team held the fort down it makes way more sense to do that so let's do that how to get employee leads the internal core four remember the core 4. well they work for getting employees

too imagine that by changing the frame from letting potential customers know about your Stuff to letting potential employees know about your stuff it immediately turns into something you already know how to do but some people also have the opposite problem they already know how to get employees just fine but still struggle to get customers employees are just other people you let know about your stuff so you do the same thing line up the actions to get employees with the actions to get customers it's the same stuff customers employees warm Outreach asking your network see cold

Outreach recruiting post content posting job openings paid ads promoting job postings customer referrals employee referrals Affiliates associations guilds list serves Etc agencies staffing firms Etc employees employees unchanged the ways you get employee leads and their lead Getters have equivalents to the ways you get customer leads and their lead Getters so when you need to get new Talent you just Advertise to get it and when you need more you do more and like creating a reliable process to get customers you can also create a reliable process of getting employees and you'll need both to scale how

to get employees to get you leads now you hire someone who costs you money every month great let's make sure you make it back and some ASAP note some people looking for work will already know how to get leads those People are awesome you can also count on them to cost more and if you're starting out you may not be able to afford them so your next best option is to train them thankfully you have an entire book of lead getting at your fingertips so the next step is training your employees on how you do

those lead getting activities I think about and actually approach training with this three decisions mental model document demonstrate Duplicate here's how it works step one document you make a checklist you already know how to do the thing now you just need to write down the steps exactly as you do it you can also have other trusted observers watch you and document what you do bonus points if you record yourself doing the thing multiple ways and in multiple shifts this way you can watch yourself as an observer rather than Breaking Your Flow by pausing to take

notes while you go Once you've got everything put into the checklist bust it out on your next work block and only follow those steps can you do an A plus job only following your directions exactly if you can you have the first draft of your checklist for the job step two demonstrate so you do it in front of them just like your parents taught you how to tie your shoes you sit down and walk them through the checklist step by step this may take a while depending on how Many steps it takes to complete the

thing if they stop you or slow you down to understand something adjust your checklist for that now you have the second draft ready for them to try how to get employees to get you leads now you hire someone who costs you money every month great let's make sure you make it back in some ASAP note some people looking for work will already know how to get leads those People are awesome you can also count on them to cost more and if you're starting out you may not be able to afford them so your next best

option is to train them thankfully you have an entire book of lead getting at your fingertips so the next step is training your employees on how you do those lead getting activities I think about and actually approach training with this three decisions mental model Document demonstrate duplicate here's how it works step one document you make a checklist you already know how to do the thing now you just need to write down the steps exactly as you do it you can also have other trusted observers watch you and document what you do bonus points if you

record yourself doing the thing multiple ways and in multiple shifts this way you can watch yourself as an observer rather Than Breaking Your Flow by pausing to take notes while you go once you've got everything put into the checklist bust it out on your next work block and only follow those steps can you do an A plus job only following your directions exactly if you can you have the first draft of your checklist for the job step two demonstrate you do it in front of them just like your parents taught you how to tie your

shoes you sit down And walk them through the checklist step by step this may take a while depending on how many steps it takes to complete the thing if they stop you or slow you down to understand something adjust your checklist for that and now you have the second draft ready for them to try Pro tip give short windows for people to prove themselves most entry-level advertising jobs aren't complex it takes grit more than skill if You train someone properly and they're still below expectations three weeks in cut them after you train your first few

employees this way you'll have worked out the Kinks for that job and it's pretty smooth sailing from there at least the training part anyways think about it this way if you vanish tomorrow could a stranger get the results you get if they only followed your checklist that's the level of clarity to shoot for some helpful notes on training A helpful way to look at this training style is if they get it wrong or get confused then we got it wrong or made it confusing if we have to explain what a step means then the step

is too complicated or more likely we tried to put multiple steps into one if they only appear to get it after a longish explanation or multiple demonstrations then again we've got some work to do business owners that ignore This run into chronic training problems and word to the wise you can probably Force an inferior checklist to work but this turns into a nightmare when somebody else takes over your training for you there is a difference between competence and performance in other words they can know exactly what to do and not be that good at it

yet if that's the case then your instructions are fine and they just need practice Using an analogy from the Fitness World think oh slow then smooth then fast you don't need to change anything they just need more reps focus on your employees ability to follow directions more than whether they get the right result this is super important because if you train your employees to follow directions then they will follow directions and if they follow directions and get the wrong result then you know it's the directions Good you have a lot more control over that every

time they do a step successfully let them know they did it right and if they respond to praise praise them and if they goof that's okay too that's what training is for don't take over for them when they mess up simply pause take a step back and let them try it again fast feedback Cycles to get people to learn faster if the a follow your Directions exactly and get the wrong results still praise them for following the directions praise them then make the corrections to your checklist on the spot avoid punishment or penalties of any

type for doing stuff wrong during training as a rule of thumb reward the good stuff you want them to do more of and they'll do more of it learning a new skill is punishing enough we don't need to add to it it's hard to fix multiple Things when you've never done something before give feedback one step at a time give one piece of feedback at a time practice until they get it right then move to the next step Whenever there is a major dip from normal performance retrain the team they stopped doing an important step

in the process often because they didn't know it was important once you figure out the step reward people for following it going forward how to calculate returns from Lead getting employees excluding the cost of running paid ads the cost of advertising Outreach content Etc with employees is almost entirely based on the amount of money you pay them to do it simplify this by just comparing how much money we spend on payroll to how much money the engaged leads that get bring in total payroll total engage leads equal sign cost per engaged lead x hundred Thousand

dollars divide by thousand leads equal sign one hundred dollars per engage lead if one out of ten of the engaged leads become customers then our CAC is dollar one thousand dollar one hundred per engage lead times 10 engage leads per customer equal sign dollar one thousand CAC if each customer has an ltgp of dollar four thousand then you have an ltgp Cactus four is to one dollar four thousand ltdp divide by dollar one thousand Sack or equal sign Fours to one for example at the time of this writing I get about 30 000 engage leads

per month at a question.com DOT I run no paid ads and do no Outreach but the team responsible for creating the content that generates that interest is about hundred thousand dollars per month this means it cost me roughly three dollars thirty three cents per engage lead hundred thousand divide by thirty thousand leads in payroll to generate them we make much more than Three dollars thirty three cents per lead so we're profitable you can apply the same math to whatever advertising method you use how to know which employees to focus on to maximize returns like we

learned in run paid ads part two if your cost to get a customer is within 3x industry average then you're doing good enough from there you focus on bumping up your ltgp if your CAC is more than three x industry average then you have a sales Problem or an advertising problem we diagnose this with a single question do my engaged leads have the problem I solve and the money to spend if no then they're not qualified that's an advertising problem if yes then they're qualified and they're buying but you don't have enough of them advertising

problem they're qualified but not buying sales problem don't fire your sales guy if you've got advertising Problems and equally don't fire your advertising employees if you've got a sales problem that little question can help you identify which employees to focus on but fundamentally you just need to figure out all your costs of getting a customer put together and as long as they're at least one third of the profit you make over the lifetime you're in good shape conclusion the goal of this chapter was to shift Your perspective it's your job to advertise and sell the

vision of your company you advertise it publicly and privately to employees and customers alike that's the job and once you get good at it you become Unstoppable I say this because I believe anyone can be taught to do ground level jobs for any business advertising or otherwise so who you pick is not as important as how you train the ones you do Like I've said throughout the book and we'll say again here it doesn't take a genius to advertise I'd even say it hurts we've got plenty more iron Wills than brainiacs anyways remember this isn't

about brains it's about guts and although some people might be born Geniuses nobody is born with an iron will after all we all come out crybabies all this to say having guts is a skill and that means anyone can have the guts if they learn how so if you have an Iron Will and as an entrepreneur you probably do it won't take long for you to figure out that you got it from your life experiences you can pass those experiences on as lessons to anyone who cares enough to listen then they can stand on your

shoulders and have a better chance at succeeding in life and you can't really know anything anyway until you train them well and give them a fighting chance to succeed out in the field plus for low-level jobs You'll never have a shortage of Labor get picky when you have to make massive investments in hyper-specific multiple six-figure c-suite employees AKA fancy employees I find at this current stage it's actually a better use of time to hire and train anyone willing than when you find Winners and with this method you will treat them well don't burn them out

and give them what they deserve in the land of overflowing leads you'll need allies employees are among the most Powerful of these allies we talked about how they make you wealthy how they work how getting them Works how to get them how to get them getting new leads how to keep them getting you leads and how to know you're doing a good job and once you've built a system for getting people who get you leads doing the core four on your behalf you just need to do more the next lead getter the next stop on

our advertising Journey leads us to agencies You can pay people to shortcut your path I have paid zillions of dollars to agencies and I believe I've finally asterisk cracked asterisk the code on how to create a win for all parties for us so we're not dependent on them forever for them so they can make more profit and provide more value to their customers they've been key to many breakthroughs I've had so you won't want to skip this next one hash three agencies everything is for Sale summer 2016. I wasn't a tech guy I was a

fitness guy who had learned a few marketing and sales tricks building my gyms but now I had five and was launching my sixth it was time to level up Facebook had just released some new features retargeting interest groups pixels Etc and I didn't understand any of it I bought a few courses but ended up more confused than when I started I Asked a few friends if they knew anyone who could help I got two referrals both were agencies I was scared I had never used one before I had only ever heard horror stories about advertising

agencies mostly that they cost a ton and never work but then I realized that even if they did work I'd need them forever they'd have my business by the balls it turns out my expectations weren't far off they offered to run my ads all right For an arm and a leg money I couldn't justify spending with my low margins but then again my advertising costs were killing me and at this rate in a few months I wouldn't be able to keep my doors open stressful I refuse the first agency because I couldn't afford it at

the time the second call started going the same way I began to panic how am I going to fix this In what felt like a last-ditch effort to stay in business I asked the second agency owner for what I really wanted can you just show me in a few hours how you would run ads on my account worried but still hopeful what sort of arrangement could we come to he thought for a moment then his eyebrow shot up and a smirk appeared fine dull is 750 an hour gulp his intimidation tactic worked but at least

I knew his time was for sale so I wanted to find out more and for dollar 750 per hour you will sit down with me and show me how you would run my ads yes and I'd be the one doing everything like you'll walk me through what to do and look over my shoulders I do it then you'll explain why you do it that way yeah and you're confident you can make my ads more profitable and show me the more advanced stuff too right yeah I mean if you want to pay me a dollar 750

an hour we can do whatever you want it's Your money he said half laughing it sounded more like it's your funeral I paused all right I'll do it we'll meet one hour a week you give me homework and I'll study between calls fair enough works for me but you gotta pay for the first four hours up front so that's what I did I placed a three thousand dollar bet on this guy's word that he knew what he was doing yikes but every week thereafter I showed up And like a good student I came with notes

and questions ready I also recorded and re-watched every call because I didn't want to miss anything the first two calls he took the wheel and I watched calls three and four he put me in the driver's seat by calls five and six it clicked I got how he made decisions and what data he tracked at seven and eight I realized I didn't need his help anymore I learned how to run paid ads at least on Facebook like a Pro and if I had to make a guess it was because I learned it from a pro

in this chapter we explore a not so obvious but much better way to use agencies to get more leads let's get crankins how agencies want you to think they work advertising agencies are lead getting service businesses you pay them to run paid ads do Outreach or package and distribute content for example let's say you want to post free video content but You know nothing about making video content or how to distribute it you'd need to learn how to pick video topics record videos edit videos make thumbnail images and write headlines or you'd need to hire

the people who do enter the agency they say they've hired and trained people to do that stuff already so they promise faster better and more cost efficient results than you could get on your own And as soon as I had enough money it felt compelling enough after my first experience with an agency that I mentioned earlier and it went quite well I decided to use more but my experience with the next 10 plus agencies was different because I use them the right way each went something like this step one ah they got me excited about

all the new leads they would bring step two I'd go through an onboarding Process that felt valuable and sometimes was step 3 they assign their best senior rep to my account step four I saw some results step five they moved my senior rep to the newest customer step six a junior rep starts managing my account my results suffered step 7 I complained step eight the senior rep would come back once in a while to make me feel better step nine results still suffered and I'd eventually cancel step 10 I'd search for another agency and repeat

the cycle of insanity Step 11 for the zillionth time start wondering why I wasn't getting results like the first time to be clear like the introduction to this chapter shows agencies can play a valuable role in business growth but not the way they want you to I don't want anyone else falling into the same trap in fact I hope all the money I wasted goes towards paying down your ignorance Tax too so keep reading it's frankly ridiculous that it took me so many years to figure out that I actually used an agency the right way

the first time but now after playing their game so many times I feel I cracked the how to use an agency code and it doesn't come from playing their game at all it comes from playing a different one and this chapter breaks it all down in three steps One hiring an agency versus doing it yourself too how I use agencies now and How you can too three how to pick the right agency hiring an agency versus doing it yourself first let's get this out of the way good agencies cost money so if you have no

money then agencies are out of the question you've got to learn through trial and error and that's no big deal we all start that way but if you do have some money I suggest using agencies for two things learning new methods and learning new platforms if I want to Learn new ways to do content Outreach or paid ads then I hire agencies offering new ways to do them they've already made the big mistakes so instead of wasting time figuring it out myself I skipped straight to the make money part I like the make money part

I also use agencies when I want to start advertising on a platform I don't understand I make money faster because they do the early setup and maintenance for me and because I get them to teach Me how to do it hiring an agency is all about investing in important skills you can't really learn anywhere else that is unless you go through all the trial and error to learn it yourself and if you did you lose the time and attention you could have used to learn the other important stuff that scales your business and scaling your

business is the whole point action step as soon as you have enough money for a good agency start poking Around if you follow the rest of the steps in this chapter you'll make it all back and then some how I use agencies now and how you can too I've become a little more sophisticated than the story I told at the beginning here's how I use agencies now rather than believe the lie that I'll never have to learn this stuff because they can do it I start every agency relationship with a purpose and a Deadline to

fulfill it I open by seeing I want to do what you do in my business but I don't know how I'd like to work with you for six months so I can learn how you do it plus I'll pay extra for you to break down why you make the decisions you do and the steps you take to make them then after I get a good idea of how it all works I'll start training my team on it and once they can do it well enough I'd like to change to a lower cost Consulting arrangement in

this way you can still help us if we run into problems are you opposed to this in my experience most agencies are not opposed to this and if it doesn't work for them that's perfectly fine just move on to the next agency but before you start kicking everyone to the curb be willing to negotiate at some price it's worth it for both of you leave a capitalism this is how I use agencies now like when I wanted to learn YouTube I actually hired two agencies the first I hired to keep me committed to making videos

while they did some legwork on the platform itself the second I hired at 4X the price to really teach us the in-depth ideas behind making the best content possible and once our videos beat their videos we drop down to Consulting only I've used this method again and again I hire one good enough agency to learn the ropes of a new platform then I hire a More Elite agency to learn how to maximize it and I cannot recommend this strategy enough if you are upfront about your intentions and the agency agrees you get the best of

both worlds you get better short-term results because they probably know more than you and you get better long-term results because you learn how to do it yourself or your team learns to do it for you you also spend the maximum amount of time with their best reps Remember you only get a fraction of the agency's attention so results get worse whenever they get new clients Meanwhile your team gets better and better because they stay focused on You full time so compare your team's results to the agencies until you beat them then cancel the relationship and

put the money into scaling everything you just learned action step when you find an agency to work with next step set terms with them and deadlines for yourself use the Template above as your guide and feel okay with negotiating a bit to make it work how to pick the right agency after working with tons of bad agencies and a handful of good ones I created a list of what all the good ones had in common now it isn't the last word on what makes a good agency but it is useful stuff that's worked for me

here's what I look for one somebody I know got good results working with them if you only know about an agency from Their paid ads or cold Outreach they probably aren't as good as the ones who rely solely on Word of Mouth and the best ones do two prominent companies got good results working with them I may not know the companies personally but if I recognize them it's a good sign three a waiting list when demand for a service exceeds the supply they are probably pretty good 4. a clear sales process that makes a point

to set realistic expectations no Funny business 5. no short-term hacks they keep the talk on long-term strategy they also give clear timelines for setup scaling and results 6. they tell me exactly what they need from me when they need it and how they use it 7. they suggest a regular schedule of meetings and offer several ways to update me on their progress eight they give updates in simple terms and have clear ways to track so I know how costs compare with results nine they make a Good offer a dream outcome is what they promise what

I want and be a perceived likelihood of achievement how many other people like me have they gotten there see time delay how long will it take D effort and sacrifice what do they require me to do when working with them what will I have to give up can I stick with those for a long time 10. they are expensive all good agencies are Expensive but not all expensive agencies are good so talk with as many as it takes and use this list as a guide to find the good ones if an agency checks those boxes

they're worth considering action step even if an agency agrees to your terms talk with a few more before you make a decision compare them using the checklist above and then pick the best one for you conclusion Even though this isn't the traditional agency model both businesses benefit they get a customer they otherwise wouldn't have and we get a money making skill for life in the story at the beginning of the chapter it cost me eight hours and dollars six thousand to learn a skill that's made me millions does that seem worth it to you it

better and to make this agency method work at scale you have to count on a good amount of time Where you pay the agency and your team to do the same stuff you've got to give yourself some breathing room to get results from the agency learn what they do and train your team on it all at once yes it costs a lot of money and yes it's totally worth it when you get it right and get it right you can after agencies put a low-level employee on my account for the millionth time it finally clicked

this can't be that hard At first it took about a year to get my team better than an agency as I got better it went down to 10 months then eight and now I've got it down I can get my team as good or better than the agency in less than six months or less and every time I want to learn a new method or platform I repeat the process the better you get the cheaper it becomes and the more money you make funny that sounds a lot like advertising next steps one decide if using

an agency Makes sense for you right now two talk to a lot of agencies to get a feel for the market don't be cheap three use the agreement framework I outlined four set a clear deadline to force you and your team to learn the skills 5. use both teams until you're as beats theirs regularly six switch to discounted Consulting until you feel like you're teaching them instead of them teaching you then cut them loose Now that we know how to profit from the high risk world of agencies we explore the lead getter that's made me

the most money we recruit an army of businesses who can get us even more leads Affiliates hash 4 Affiliates and partners nothing makes friends like money December 1st 2018. I had no idea how the prestige Labs launch would go I had no idea if our clients would like it I had no idea if the technology we built would Work I had no idea if payouts would happen on time I had no idea if our warehouse would mess up orders but I did know over a year of preparation went into this launch we put everything we

had into creating a top-tier product we spent over one million dollars custom building affiliate software and training and we bought three million in inventory for sales that may never happen it took every business skill I had to make Prestige Labs real and in just a few hours we would roll it out to our gym owner Affiliates I felt like a kid on Christmas Eve and if it didn't work it wouldn't be for lack of effort lunch day I finished the two-hour presentation soaked in sweat it's done I sold the opportunity to sell my supplement line

at their gyms I would train the new Affiliates to promote Prestige Labs at their gyms so for this to work they would have to go through the training And use it but if they did it everyone would profit I had no idea if it would work three weeks later we made hundred fifty thousand in total sales meanwhile three million dollars worth of products sat in an air-conditioned Warehouse it didn't work at this rate including operating costs and affiliate payouts it would take five years to break even if we could stick it out our premium Product

would expire well before then we were all but screwed I felt miserable it was terrible who who am I to think we would sell all that stuff I just wasted Millions how could I be so stupid but on the fourth week something wild happened boom hundred thousand on Monday boom hundred ten thousand on Tuesday boom ninety two thousand dollars on Wednesday we did over 450 000 in sales the fourth week alone the trend continued four hundred twenty nine thousand point Three hundred eighty three thousand point four hundred and eleven thousand point four hundred fifty two

thousand we average more than 300 orders per day across four hundred plus active Affiliates orders just kept coming in check out the snapshot of our internal report below it shows from left to right Revenue by week I couldn't believe the results sometimes I still can't the best part is I didn't advertise or sell any of the Products at all no paid ads no sales team nothing the Affiliates did everything and the affiliate machine I built still prints money to this day so if that sounds like something you're interested in hang tight because I'm going to

show you exactly how I built it how Affiliates work an affiliate is a lead getter they are an independent business that tells Their audience to buy your stuff Affiliates seem like referrals on the outside but are much Different under the hood first they have their own businesses and do their own advertising second they agreed to offer your stuff to their engaged leads in exchange for money free stuff or both now you get Affiliates by advertising and then making them offers just like used toward customers but Affiliates demand a unique type of offer instead of offering

your product you offer a fast simple and easy way to make missions promoting it and that can mean literally Millions of engaged leads to your business so this makes Affiliates one of the highest leverage lead Getters out there why you want an affiliate Army each affiliate you get adds another stream of leads and customers so recruiting activating then integrating with an army of Affiliates causes crazy scaling fast that's good we want that compare these two scenarios scenario hash one you sell 10 customers Per month worth ten thousand each your business caps at hundred thousand dollars

per month in 12 months you've made 1.2 million assuming no other advertising your business plateaus low leverage scenario hash two for the same effort you sell 10 Affiliates per month each month those Affiliates bring you one of those ten thousand dollars customers now every single month you add an extra hundred thousand dollars in Revenue in 12 months You've made 7.8 million and it grows every month thereafter same work more money High Leverage let's use Allen my software company I grew with Affiliates to show how this works in the real world Alan grew with three levels

of Affiliates one agency super Affiliates who brought agency leads to agencies who brought local business leads three local businesses who brought end consumer leads one super affiliate Added 10 agencies per month the 10 agencies brought in a combined 50 or so local businesses per month those local businesses brought in a combined 2 500 leads per month Allen worked those leads for about dollar five a pop a cool twelve thousand five hundred dollars per month but it didn't stop there each super affiliate brought in more agencies who brought in more local businesses who brought more leads

every Month after that so every Super affiliate we signed on brought in twelve thousand five hundred dollars the first month twenty five thousand dollars the second the 37 500 the third and so on and with only a few agency super Affiliates we scaled to 1.7 million dollars per month within six months of launching that's why you want an affiliate Army so let's build one how to build an affiliate Army in six steps Affiliates are among the most advanced ways to get engaged leads first you have to convince them to advertise someone else's stuff second you

have to convince them to advertise your stuff third you have to keep them advertising to make them a long-term lead Source it seems like a lot and it is but I have good news I've built two companies with Affiliates Allen and Prestige Labs together they have done more than 75 million dollars In revenue from over 5 000 plus Affiliates and the affiliate strategies I share worked for me so they can work for you I'll break down each step step one find your ideal affiliates step two make them an offer step three qualify them step four

figure out what to pay them step five get them advertising step six keep them advertising that's it let's Dive In step one find your ideal affiliate the Ideal affiliate has a business with a warm audience full of people like your customers start making a list of those businesses if none come to mind answer these questions about your best customers what do they buy who provides that stuff where do they go what businesses are in those surrounding areas what do they like to do who provides those Services if direct to Consumer the employers of your consumers

Could make great Affiliates what types of businesses do they work for what kinds of jobs do they have in a nutshell who's got my leads for example when I started Allen agency owners were my ideal affiliate so I made a list of 200 products and services for agencies and the businesses that delivered them after a little bit of work I realized they fit pretty neatly into categories software's products equipment Services groups they belong to and events they Attended every time I create a new affiliate hit list I start with these categories note if you find

a business that falls into multiple categories there's a high chance they've got lots of good leads for you and that they'd make a great affiliate now that I knew the businesses that had my leads I knew exactly where to put my advertising efforts it wasn't fancy so don't overthink it action step make a sheet with each of These questions and categories search online to fill it in if you struggle call up your customers and ask them end result create a lead list of your Highest Potential Affiliates Step 2 make them an offer we make the

affiliate offer and advertise it the same way we would any other offer we call out our Audience Show our value elements and then call them to action but Affiliates will only sign up with us If we give them a strong reason thankfully it's pretty simple since Affiliates are businesses or start a business by signing up you offer them a new way to make money we'll start with the call out call out call outs for potential Affiliates often include the affiliate business owners themselves attention Spa owners the Affiliates customers do you work with busy professionals who

spend all day in meetings results the affiliate Businesses promise to the heroes who heal the stress of others on products and services the Affiliates deliver if you sell lotions or scented oils this is for you to our own customers do you know anyone who owns a spa now that we can grab a potential affiliate's attention let's make it worth their while elements of value there's an unlimited number of ways to show value but all money making offers follow a similar Structure that's good news we don't need to reinvent the wheel most affiliate money making offers

show value like this make more money from your current customers and get more leads than your current offer dream outcome with a high chance of working since your customers already want the product perceived a likelihood of achievement without needing to build and deliver or provide customer support for the product yourself effort and sacrifice so you can Start selling it tomorrow time delay action step explore the different value elements and fill in the blanks I won't go deeper on this since we've covered it already you simply need to make Affiliates the customer you're advertising to now

that we've got the potential affiliate interested in our offer let's qualify them step three qualify them potential Affiliates become actual Affiliates when they understand and Agree to your terms and just like customers we want to get them their first win as fast as possible so we set up our terms to force them to win as fast as possible I do that by getting them to invest I prefer they invest their time their money and in the product itself any can work but nine times out of ten if they pay they'll pay attention here are the

two ways otta get my Affiliates invested in winning make them a customer and make them an Expert let's dive into each way hash one make them a customer make them buy and preferably use the product to keep affiliate status this is the lowest barrier investment that's worked for me I found the more money an affiliate invests in your product the more money they make this should make sense if they don't believe in your stuff enough to buy it they probably shouldn't sell it you can tell them I said So Pro tip bulk purchase Wayhash 2

make them an expert I make them pay for the onboarding and training that certifies them as a product expert if you have them buy a product to become an affiliate you can have them use that as credit towards a certification as in the certification comes with the products they bought now aside from actually making the affiliate useful certifying them does two things first it covers some of the costs of advertising second means I can afford Proper onboarding and training of every single affiliate how much do I charge I recommend 10 20 of what the average

active affiliate makes in the first 12 months so if your average affiliate makes forty thousand dollars per year selling your stuff then charge four thousand to eight thousand dollars to onboard and train them too low and you won't get them invested too high and you won't get enough Affiliates I found 10 20 maximizes the number of people who become active Affiliates if you're just getting started and have physical products then use the bulk purchasing strategy from the pro tip otherwise you can use the strategy from the warm Reach Out chapter and raise the minimum investment

every five sign ups until you hit the sweet spot action step make your Affiliates customers experts or both my favorite way if you don't get enough people to Start lower the commitment if you don't get enough people to follow through raise it step 4 figure out what to pay them the first biggest problem to solve with Affiliates is getting them bought in but the second biggest problem is how to keep them bot in and no matter how you slice it keeping your affiliate spot in depends on how you reward them for advertising your stuff I

prefer to reward people that do things I like with money and free stuff especially if they make me money first so let's talk about that when I figure out ways to pay Affiliates I look at two basic things one what they get paid for two how much they get paid one what they get paid for before I do any affiliate payout money math I ask myself a simple question what exactly do I want the affiliate to do what's figure that out that is what I pay them for then more often than not How much they

get paid and how often they get paid nearly solve themselves I pay Affiliates for two basic things new customers and repeat customers over time if you track your metrics better you can pay them for steps before someone becomes a customer like for the lead magnets downloaded appointment set or anything else you know reliably turns into sales for you two how much they get paid I suggest paying Affiliates based on your maximum allowable cost to Acquire a customer kec example choosing your maximum allowable Pac let's say we sell a single use product for two hundred dollar

and it costs forty dollar to fulfill this gives us 160 to pay the affiliate and run the business if we want an ltgp CAC ratio of three is to one then three parts goes to the business 120 dollar and one part forty dollars goes to the affiliate this means we will pay up to forty dollars for an Affiliate to get a new customer but here's where things get interesting I used to give away the farm the whole CAC I suppose I still do but I've gotten pickier about who I give it to not all Affiliates

are created equal so I suggest having a three-tier payout structure using the example above with a dollar forty maximum allowable Pac a three-tier payout structure might look something like this tier one 25 KC equal sign dollar ten payout anyone who agrees To my initial terms qualifies example they sign up and buy products or a certification tier 2 50 QC equal sign twenty dollars payout once they activate example actually finishing the certification they bought doing a specific number of posts and Outreach doing a launch Etc this gives them a nice reward twice the pay for activating

tier 3 100 CAC equal sign forty dollars payout once they sustain a level of Performance example they maintain five customers per month on subscription this tiered method also has a hidden and very profitable side effect the average payout is much less than your maximum allowable kec this means if we leave the maximum payouts for top Affiliates then we get to keep the leftover profit we can use the leftover money to run huge contests advertise to get more Affiliates incentivize Rising Stars Etc or I Suppose we can just plain pocket it for example if 20 of

sales come from tier one twenty percent from tier two and sixty percent from tier three your Blended payout is dollar Thirty instead of your maximum allowable CAC of dollar forty this means your ltgp is to key A C ratio just improved from three is to one to four is to one and often cutting marketing costs by 33 percent can translate into ten percent to twenty percent more net profit at the end of The year a massive jump Pro tip pay with product if possible sell three get it free Everyone likes free stuff often more than

what it would cost them to get it rewarding performances with product is a cheap and effective way to keep them winning they value it at retail but it only costs you your cost a nice Arbitrage of value set sales tiers and bonus your affiliates with product or Credit toward the retail cost at lower tiers you can even compensate exclusively with free stuff for example if your Affiliates sends you tons of massage clients it's totally acceptable to reward your affiliates with free massages at low volume a massage is often worth more to them than sending them

a thirty dollars check your cost but as Affiliates send you more customers they'll usually opt for more money after all cashing in 100 massages Becomes unrealistic at Prestige Labs I offered anyone who sold more than three packages per month a free 200 bundle of their choosing this also made every affiliate a sponsored athlete they got free products for life as long as they kept three clients per month buying I called it sell three to get it free uh with the action step figure out what you want to pay your Affiliates for so that you can

plan out how much to pay them with what and how Often step 5 get them advertising launch like refers how much value Affiliates get from you determines how much they advertise your stuff so treat them like customers give them something good fast and nothing does that for Affiliates like big launches and lots of cash here's how launches work Affiliates advertise your lead Magnet or core offer to Their audience before they can buy it they post they do warm Outreach they run paid ads they may even do cold Outreach They do as much advertising as they

can until the day of a launch when the product is available they sell it to all the engaged leads they assembled some sell one-on-one some Pitch to the whole group and others simply make the product available so if you're gonna do launches to activate your Affiliates which you should you may as well do them right I use the whisper T shout method I can't remember where I first heard This but the name stuck let's launch before we get launching remember good launches have the work done ahead of time so do all the work for them

then they can plug and play let's break down each launch phase and I'll give an example of my book launch to drive each point home note this is how you launch anything not just Affiliates I put it in the Affiliates section because I haven't found a better way to activate Affiliates than launches Whisper think call outs like an ad the key to the whisper phase is curiosity keep the product itself mysterious and hint at how big of a deal it is keep Whispers short and bonus points if you show behind the scenes of making your

product if you have something in the works you can start the whisper phase a few years out the further out you start whispering the bigger deal it becomes to your Audience we start this early because the longer something appears to take the more an audience will value it for example all other things being equal an audience will value a product that took 10 years to make more than one that took 10 days so show your work remember curiosity comes from wanting to know what happens next so embed questions about the product in their minds we

need to tell them about Something they want to know more about and then say not yet for example during the whisper phase of my book launch I posted content reached out to friends emailed my list and told potential Affiliates about major updates to the book I showed what draft I was on I took pictures behind the scenes of me printing out drafts I showed the many versions of the Frameworks I drew I shared videos of myself editing the book early in the Morning and late at night Etc all of it made people who want leads

get curious and pay attention action step start whispering every four to six weeks until you get 60 days out then whisper every two to three weeks until you get 30 days out then start teasing tease think elements of value it's time to start satisfying all the Curiosity you created during the whisper phase reveal your product make the date Of the launch public and start showing the elements of value use the what to win framework from the paid ads chapter for example during my book launch the tease phase I was more specific and revealed more hard

information about the book I started advertising how the book satisfied the dream outcome of Limitless leads of doing less work and getting it done faster than they could imagine I also showed dozens of examples using the book to its potential Action step start teasing once per week until 14 days out then tease twice per week until three days out three days out it's time to shout from the rooftops shout think call to action give specific actions for the audience to take when the product launches now you start pounding the audience with bonuses scarcity urgency and

guarantees around being the first ones you shout to get as many people exposed to your offer as you can For example during my book launch the shout phase I gave specific calls to action short sweet clear reminders to register for the book launch I reminded everyone of the exclusive bonuses only for people who bought during the launch action step shout at least twice a day starting three days out on the day of start shouting every few hours until two hours out then shout every 30 minutes until you launch the product Pro tip movie releases The

best real world example of whisper tease shout is movie releases they do five second trailers a year out then a 30 second 90 days out then longer trailers as the date approaches they drive curiosity then interest then action action step get your Affiliates to launch set them up with everything they need to do the whisper tease shout right they do the advertising you get the engaged leads everyone gets paid step 6 keep them advertising the Strategy we use to start them advertising differs from the one we use to keep them advertising in an Ideal World

you sell an affiliate once and they send engaged leads for Life integration gets us there I've got three ways you can integrate your product into their offer I order these from easiest to hardest first you can get them to give away your lead magnet with every purchase of their stuff second you can get them to sell your lead magnets Separately to Their audience third you can get them to directly sell your core offer they give away your lead magnet for free which makes their core offer more valuable for no extra cost then you upsell your

core offer and every offer thereafter 1. Affiliates give your lead magnet away when somebody buys their stuff the idea here is for your lead magnet to make the Affiliates offer more valuable this allows them to charge more for it and Get more leads than they could without it remember the best lead magnets give away a free trial or sample of your thing reveal a problem or offer a single step of a multi-step solution here are examples of each samples and trials say I sell massages and recruit the personal training Studio next door as an affiliate

now everyone who buys personal training from them gets a free massage from me the personal training studio now has a Stronger offer they can charge more for and we get more massage leads everybody wins reveal a problem instead of giving a free massage we offer a free or discounted posture assessment with every training package they sell assessments and discounts add less value to the affiliate's offer but some people will still do it and to be clear after assessing the customer you make them an offer to solve the problems you revealed One step in a multi-step

process say you have a three-part treatment plan massage stretching and adjustments people getting enough value from one step will fear missing out on the rest of the steps so the more they think the other steps will help solve their larger problem the more likely they are to buy them your affiliate would give away step one of your multi-step process for free you'd upsell the leads from there what I did We'd get gym Affiliates to give away a free nutrition consult to every new member then we'd upsell our products at the consult they can Market that

they have nutrition consults included to get more leads and they could charge more for the added value and we get the opportunity to sell those leads everybody wins Pro tip white label lid magnets one of my favorite strategies is to let them use the lead magnets I've already Made for my audience for theirs just make sure your Affiliates agree with how you give value and understand your call to action at most a few tweaks in the copy will make your lead magnet work for them for example for gyms I made white labeled no logo meal

plans grocery lists and food prep instructions I gave them to the gyms to use as lead magnets for their customers all they had to do was slap their logo on it and boom Their audience got to benefit from all My work instantly and we both got more leads they sell their core offer then they upsell your lead magnet then you upsell your core offer and every offer thereafter two Affiliates sell your lead magnet basically the affiliate can sell anything of yours that turns their customers into your customers it could be a book an event a

service software a sample product Etc also giving Affiliates all that cash From selling a lead magnet you fulfill becomes all profit and no work for them an attractive proposition for any business your money comes by selling your main thing for more than it costs you to deliver your lead magnet and if you do it this way you don't need to split any money with them on your core offer another win-win example they sell each of those things we gave away for free and the step above they Sell your massage at a discounted price they sell

your assessment which you could do one one or in a group format like a workshop they sell part one of your multi-step solution what I did the gyms would sell a nutrition consult with us and keep the money they'd maybe charge dollar 99 or dollar 199 to sell an hour of our time if we were clever we'd let them keep all the money if we do they'll send us even more leads then we'd upsell our products During the consult and then you split the money either you split The Upfront cash all cash for a certain

period of time or all cash forever I prefer to pay forever so my Affiliates stay motivated to keep my customers forever and I never cap payouts three Affiliates sell your core offer an affiliate sells your core offer directly to their customers and adds another source of income without extra work for some Affiliates this is their entire Source of income many companies offer this structure as either a new business opportunity or a bolt-on to the affiliate's existing business either way anything you sell they can sell when you do it this way the affiliate will get a

higher percentage of your lifetime gross profit but you won't have to do anything but deliver example they sell your entire massage package they sell your entire program or Services they bundle their services with your paid services and charge an even higher price what I did we taught gyms to hold nutrition consultations with white labeled products then we taught them to upsell our supplements right to their members and we split the money all three strategies work they're just different after testing we continue to do strategy one twice per year as a big event and strategy 3

on an ongoing basis that being said many similar businesses In our portfolio use strategy too I'm just sharing what worked for us bottom line integration is the long-term strategy for using Affiliates to get enduring lead flow treat Affiliates like customers make your offer make sense for their business make it so good they'd feel stupid saying no action step integrate with your Affiliates by choosing whether you want them to give your lead magnet away to sell your lead Magnet or to sell your Core offer directly those are the six steps to recruiting an affiliate Army now

that we covered that let me give you three real-life case studies to drive this home three case studies you can model service business case study hash one national tax preparation Services my friends dollar 50 EAS TUS eeing business prepares LLCs bank accounts and Articles of Incorporation he focuses on people starting businesses For the first time but he doesn't try to compete with Legal Zoom instead he built it partnering with people who train new entrepreneurs his strategy is simple help those people sell more of their stuff by also selling his stuff so he offers every affiliate's

customer a free LLC setup remember learning about the high cost lead magnet from section 2 this is one of those launch he does a big blast off seminar to his Affiliates audiences to kick things off people Happily take him up on his free LLC offer that's his lead magnet integrate once Affiliates see the success of the launch they integrate his lead magnet into their core offer then my friend's team gets on the phone with the customers his Affiliates bring him for free here's how he makes his money he sells them what they'll need next the

services they'll need to start their business bookkeeping tax preparation Etc he hasn't spent a dollar on paid ads His true advertising costs are two things one delivering his free lead magnet the LLC setup and two paying a percentage of every first sale to the Affiliates that sent them that's it and everybody wins physical products case study 2 prestige Labs my supplement company we sell gym owners at gym launch and train them how to advertise and sell their gym memberships Prestige Labs is a line of supplements For active adults this makes gym launch a perfect affiliate

for Prestige Labs it has a community of gym owners that also have active adult customers so when gym launch sells a new gym owner they introduce the new gym owners to prestige Labs then the prestige Labs team follows the launch then integrate strategy above we really do this launch we give the gym owners advertising materials so they can re-engage their current and former Customers we focus on warm Outreach and posting free content for a free 28-day challenge when they come in for the free challenge gym owners sell them supplements to use with the program the

gym owner gets more customers they make money we make money everyone wins integrate after the launch we teach them to sell supplements to every new gym member so when new clients buy a membership package the gym owner sets up a nutrition orientation at the nutrition Orientation the gym owner sells them dollar fifty to thousand dollar of supplements so if a gym signs up 20 clients per month and gets 70 percent of them to buy supplements we get 14 new customers per month per gym it doesn't sound like much but when you multiply 4 000 gyms

times 14 new sales per month times dollar 200 average order equal sign a lot of money every month local business case study hash 3 chiropractors chiropractors want new patients and a Portfolio company of ours teaches them to use an affiliate strategy to get them their model is simple go to high volume businesses that have people that are in need of adjustments a gym fits the bill nicely here's what they do launch they get the gym owner to promote a three-hour Workshop where they show correct exercises and posture to get more from their workouts the gym

owner promotes the workshop for free or sells the workshop for dollar 29.99 per person The chiropractor splits the money with the gym owner hint if you give the affiliate gym owner in this case 100 of the money they'll want to do it more so if a gym gets 30 people to show up for dollar 99 they make 2 970 profit for zero work besides a few emails and posts at the workshop the chiropractor soft pitches their services and gets a bucket of new patients easy peasy lemon squeezy integrate long term the chiropractor convinces the gym

Owner to include one to two adjustments with every new membership the gym signs up this increases the value of the gym membership compared to the guy down the street and it shows that Jim prioritizes its members health and safety a big concern for beginners win win now every new gym member becomes a lead for the chiropractor to follow up with they repeat this process with 30 gyms and to get more patience than they can handle Pro tip employees are leads to companies That hire a lot of people make great affiliates this is huge for direct

to Consumer businesses and wildly underused example every new hire at a company gets a free massage in their new employee packet or you can give free massages to their employees at lunch it's free it's easy and lots of companies want to provide more value to their teams they get free value you get free leads and since they're probably not in the same Business as you there's no risk of you competing with theirs so employers can be among the easiest Affiliates to integrate with costs and returns Affiliates can't work for my business the loser said I

have to make Affiliates work for my business the winner said be a winner when calculating returns with other methods we compared lifetime gross profit but ltdp with cost to acquire a customer CAC so we spend money to get customers and the customers in a Profitable business give us more money back Affiliates work differently we spend money to get Affiliates sure but we don't really make much back from Affiliates themselves instead the money we spend to get an affiliate comes back from the customers they bring us so to calculate returns We compare how much it costs

us to get an affiliate with the gross profit of all the customers they send to our business example let's say we own a widget company that grows with Affiliates it costs us four thousand dollars in advertising to get an affiliate sieg equals sign four thousand our average affiliate sells ten thousand dollars in widgets per month and stays for 12 months ten thousand dollars per month times 12 months equal hundred twenty thousand dollars total sales the widgets have 75 gross margins in other words they cost 25 percent of Retail price to make 120 000 total sales

times 25 cost of goods equal sign thirty thousand dollars total cost of goods hundred twenty thousand dollars total sales and thirty thousand dollars total cost of goods equal ninety thousand dollars in gross profit from all the customers the affiliate brings we pay Affiliates 40 of the gross profit ninety thousand dollars gross profit times forty percent payouts equal sign Thirty six thousand dollars to the affiliate as payment here's the gross profit we have left after cost of goods and payouts hundred twenty thousand dollars total minus thirty thousand costs minus thirty six thousand payouts equal fifty four

thousand dollars left over let's find our affiliate ltgps to Kiki ratio fifty four thousand gross profit left divide by four thousand dollars to get an affiliate equal twelve point five Is to one not too shabby if you recall from earlier we need to be at least at three is to one to have a decent business like the example we want the ratio even higher than that five is to One Ten is to one plus now if we had these numbers we'd just do more but if your actual ltgp is to CAC is less than three

here are the three ways to improve it one lower CAC we get Affiliates for Less by improving our ads offer and sales process two increase ltgp and Decrease say AC get more to activate by creating a launch process 3. increase ltgp we make them worth more by improving our integration process with Affiliates you now have at least two layers of customers your customers and the people who get you customers and if you've got super Affiliates you add a third the people who get you the people who get you customers this adds complexity but if you

can manage it it's worth it now that you understand how to Use Affiliates to advertise and how to make them more profitable let's bring it all home conclusion like referrals Affiliates aren't an advertising method you can do they're people who advertise your stuff to benefit you both you do the core four to get them and if you want them to love you then you treat them like customers because in a lot of ways they are and if you deliver more value to them than it costs them to get it especially Hidden costs they'll get you

more leads than you can handle and like we learned earlier there are two ways to create a compounding business you can find more people that never stop buying your stuff or you can find more people who never stop selling it for you referrals are the former Affiliates or the latter in theory once you build an affiliate Army you never need to advertise again They keep getting you leads month after month the main reason it makes sense for them the way you do business your leadership and the value of your product all come into play you

are only as good as the Goodwill you have with your affiliate Partners arrange it right and you should both be better off from the relationship they should be able to spend more to acquire customers through a more compelling offer higher profits or both and in return you get more Engaged leads so why doesn't everyone do this they don't know it's possible they don't know how or they don't want to simple as that hopefully we solved all three of those issues at once remember advertising always works it's only a matter of efficiency so once you start

keep going until it works action steps advertise your affiliate offer until you get 10 to 20 Affiliates get results with those Affiliates and use their feedback to Work The Kinks out of your offer terms launches and integration strategy then scale like crazy by turning their results into your first batch of affiliate lead magnets section 4 conclusion get lead getters the last skill you ever need to learn is how to get other people to do everything you need for you we do the core four to get engaged leads warm Outreach post content cold Outreach and paid

ads and we use them to get two types of engaged Leads the ones that become customers or the ones we turn into lead getters lead Getters come in four flavors refers employees agencies and Affiliates each have key strengths customer referrals have the biggest potential for low-cost exponential growth employees have your direct influence and run your business on your behalf agencies teach skills you keep forever and can transfer to your team Affiliates once you get them going can operate Entirely on their own you can either do the advertising or other people can and there are more

other people than there are of you you get more leads for the work you do when you have help so if you want to get a ton of leads this is the way maybe your head is officially spinning now that you understand these advertising methods you see leads everywhere you look we have so many ways to grow and you'd be right but you don't Know which one to focus on any or all of these lead methods can underpin a successful lead in getting strategy and I put them in the order of what happens naturally if

you start on your own you tend to get your first referrals before you start building a big team and when you stop building a big team employees you'll probably start looking for professional help agencies and only when a business owner has a handle on managing people inside of their business Do they tend to get the guts to try and manage people outside their business affiliates in any case you have to forget the idea that everything is going to work out the first time if you think you're going to become a millionaire the first year you

go out on your own you're probably wrong it's very unlikely and an obsession with getting rich quick will likely ensure it never happens people try shortcuts for a decade until they realize they should Have picked a strategy and stuck with it for a decade if you do that success is inevitable once you find something that works for you stick to what you pick those are the best words of encouragement I can offer the longer you play the game the better you will get and the more success you will have just don't quit or switch methods

after seeing a few losses it's normal to lose in the beginning in fact I expect to Crack a new lead Source in three to six months and this isn't my first rodeo so if your expectations are faster than that do you think your expectations are reasonable we covered a lot here this section was how you scale you get other people to help you they are the missing link each has their own strategy and best practices use what applies to you now this leads us to section five get started I want to put everything together for

you in a nice bow so you know exactly what to do next together we'll eliminate leads as the bottleneck in your business forever onwards Section 5 get started it's not the end it's not even the beginning of the end but it is perhaps the end of the beginning Winston Churchill June 2017. three months after we lost it all again and switched gym launch to licensing hey Layla what do you make of this I Asked what's up I gave her my phone Mr and Mrs hormozzi we cordially invite you to a private event for entrepreneurs earning

eight figures and up let me know if you're interested seems cool she said but we're not making eight figures I pretended not to hear her you want to go sure is it included in our mentorship dues one sec I'll ask an email response came a moment later no this is an additional fee it is a two-day event limited to 10 people at a Private Resort Aunt nope I said huh can we afford to go ouch who cares we can't afford not to go ten days a long flight and a short drive later we made it

the cool kids meet up I had one goal to add as much value as I could to everyone else in the room but the moment I walked in I knew I was out of my league I recognized almost everyone there were famous in the advertising World they all spoke at huge events signed Autographs made Millions then there was me I wasn't an eight-figure entrepreneur I was a kid from Baltimore just paying to breathe everyone else's air once everyone's settled we had a short housekeeping discussion and then got down to business this way of doing things

was a sharp contrast to the big stages booming sound systems flashing lights and other theatrics that real events have the first speaker was ready to go he had Almond bun and loose yoga-ish clothing he looked like a hippie but then he opened with how he was only doing three million dollars per month is this for real I felt like a fraud the numbers he shared with such a casual attitude blew my mind how is this possible he continued on with his talk using all sorts of business advertising and Tech jargon he pointed to dizzying charts

and Graphs I came here to learn more about advertising but felt Dumber by the second I recognized enough of the words to realize I knew nothing useful about them his presentation went way over my head I started sweating bullets Layla grabbed my hand we both felt stressed and out of our depths he finished and finally opened up for Q and A excellent but the questions were still At the same level as his presentation nope I'm still doomed then an awkward voice cracked so uh what courses are you taking to learn all this stuff now we're

talking I leaned in Pen in Hand his answer changed my life at this point I don't expect to learn anything new from courses I have to learn by doing and I don't by spending a percentage of my Revenue to test new campaigns new channels new Pages or just plain crazy ideas and I learned something every time I test so the money is well spent whenever one of these tests is a winner and some are it's a big deal I learned something amazing and make far more money than I spent it raises the bar for my

business and more importantly myself so whether it's one percent five percent or ten percent set some percentage of your advertising budget aside to try new things without expecting a return Consider it an investment in your education I felt chills go through me like some judgment demon left my body he gave me permission to fail none of this is Magic if he can do this so can I the next week I tripled my advertising budget yes it was a bit aggressive but my mindset had completely changed I'd either make more or get better our business went

from 400 000 in June to 780 000 in July from There my cost to get customers went up to high so I tried new audiences most failed then a hit boom we cruised past 1 million to 1.2 million to 1.5 m per month then I realized we didn't follow up with our engaged lead at all we tested email didn't work we tested phone calls nothing then I tried text blasts Wham we zoomed to 1.8 m the next month from there we tested paid ads like crazy we made way more of them and put more Focus

on their production value boom we cruised past two and a half million dollars per month then we launched our affiliate program and sect another 1.5 aim per month on top that took us past four million dollars per month years later our portfolio now does more than 16 million dollars per month so test until you find something that works take Massive Action stay focused double down on it until it breaks then test until you find the next thing that Works and double down on that taking these leaps are the only way to unlock the business you

want and the life that comes with it and maybe slay your judgment demon too so from now on you either win or you learn the end of the beginning your speed to making big money depends on how fast you learn the skills to making big money getting more engaged leads with the skills of advertising is a great start to making more money in Fact if you make any amount of money more engaged leads will make you even more and sadly those skills take time to learn so I share my experiences to shave years off your

time to shorten the gap between no money and Mo Money it's time to make it happen outline of the get started section this final section has three chapters they are short and sweet just like our time together In the first chapter advertising in real life I'll lay out my one big advertising rule then I'll give you my personal one-page advertising plan you can use to get more engaged leads today in the next chapter putting it all together I'll lay out the roadmap to scale from your first few leads all the way to your dollar 100m

leads machine finally a decade in page I'll distill everything we learned into bullets to Show how far we've come in our time together then to send you on your way I'll share a parable that has gotten me through even my hardest times advertising in real life opened a goal if some is good more is better June 2014 when I launched my first gym I used the same paid ads I used at Sam's gym from way back and they worked for a while over time the costs started creeping up I got less leads for the same

money but I still needed more customers I wasn't sure what to do I talked to a mentor who ran a chain of tanning salons for some advice he said before all this fancy internet stuff Flyers crushed for us you should try those so try them we did we printed 300. over the next day we put them on cars and areas close to the gym a day passed nothing the next day the phone rang finally Hey you put a flyer on my car my heart raced it worked yes yes I did how can I but before

I could finish he interrupted right back yeah you scratched my Mercedes crap you're gonna need to pay for I panicked and hung up the phone called back I let it ring he never called again that was the only call I got from the Flyers no leads nothing Universe one Alex zero A few weeks later I sat in the lobby of my gym waiting for customers to fall into my lap feeling bored and a bit frustrated I called the mentor with the bright idea to put out flyers hey Alex how's it going uh not too good

why what's up we put out the Flyers like you said Oh yay how many leads you get from them none hmm that's odd he paused what was your test size what do you mean you know how many did you put out I put out 300 I said in a Resentful tone shoot you only put out 300 hard to know if anything works with such a small number I test with five thousand then when we find a winner we put out five thousand per day every day for a month thousand he tests with almost 17 times

more than my entire campaign and he does it in a single day I felt like the person who says exercise doesn't work after going to the gym one Time and I hate that person I mean what kind of response did you think you were going to get he chuckled if we get half a percent that's decent if we get one percent that's a winner with 300 Flyers half a percent would be like one and a half people that makes it pretty hard to know if you got a winner or not I had nothing to say

he was right I felt like a fool I doubt he remembers the Call but it stuck with me I promised myself I would never let effort be the reason anything didn't work for me it could be something else the offer the copy the image the targeting the media the platform the position of the Moon but not my effort those 300 measly Flyers taught me a Mondo lesson I did the right stuff but I didn't do it enough times I lacked what can be described in a single word volume Neil Strauss once said success comes down

to doing the obvious thing for an uncommonly long period of time without convincing yourself you're smarter than you are the right action in the wrong amount still fails most people myself included stop too soon we don't do enough most people dramatically underestimate the volume it takes to make advertising work they're not doing half as much or a third as much as is required in fact they're doing Dramatically less I was doing one out of one thousand to 500 the level of effort required to make a flyer campaign work I just didn't know it I hear

this all the time Alex I reached out to 100 people over the last six weeks I only got one customer it doesn't work response you did one out of 42 of the amount of work required it was 100 per day not 100 over time most people do not get that advertising Isn't inputs and outputs game to them outputs appear out of their control their low effort inputs get them their low and unreliable output of engage leads we're ending that now you input advertising effort your output is engaged leads period now we are crystal clear on

the stuff you do the core four and like we learned when maximizing the core four you just got to put in more and do it better than before We started with the rule of 100 but when you make that the norm you're ready to take it to the next level with rule of 100 on steroids open to goal a very successful gym chain allowed their sales managers to make their own schedules but there was a catch they had to sign up five new members per day no matter what so if they did it by lunch

they could cut out early but if it took 18 hours so be it they call this type of work schedule Open to goal I found that Elite entrepreneurs and sales people across Industries do some variation of open to goal this is because it's like the rule of 100. but for the big kids you don't just commit to doing something a specific number of times you commit to the work until you hit a specific number of outcomes no matter what So it means you unlock a whole new level of effort you never even realized you had

it might mean only doing something 50 times to get the desired result or like the Flyers five thousand times every day for years if you want to take your advertising to the next level work until the job is done give up the idea of doing your best instead do what is required and sometimes that means your best just needs to get better how I make open to goal work for myself If I had to pick the three habits that best served me in my life they would be one waking up early four five Am pro

tip this actually means going to bed early 2. getting right to work no rituals no routines I drink coffee and get to work three no meetings until noon no interruptions nothing fully focused work time to be clear I don't think there's any magic to waking up early but I do think there's magic and a long stretch Of uninterrupted work immediately after a long stretch uninterrupted sleep after all it's the most productive hours in a row of the most productive work I can do with nothing getting in my way every single today how can you lose

and since I have a good idea of what I can do in a day I set my daily goal accordingly then only after my dedicated block of work do I go put out fires talk to humans and deal with the other Day-to-day stuff waking up early getting right to work and working eight hours straight has been my highest Roi habit stack by a long shot if you choose to try it I hope it serves you as well as it has served me or better and for those of you thinking wait and that's more than 12

hours of work a day you're right I'm playing to win but if it overwhelms you at first I get it just throttle it back a few hours and then work your way up some days it's tough But I always like to remind myself do more than they do and you will have more than they have since my job is usually to get more customers in most of my companies advertising is what I focus on this book for example was written exclusively in that opened goal time block why because it's an asset that can bring me

more companies so if you're gonna follow my high Roi habit stack Then You're Gonna Want a clear action plan for that Time this is the simplest advertising plan I can give you one-page advertising checklist step hash one pick the type of engaged lead to get customers Affiliates employees or agencies step hash 2 pick rule of 100 or open to goal commit to your daily advertising actions step hash three fill out the advertising checklist for that daily action advertising checklist who you What your offer or lead magnetware platform to whom audience Or List when first eight

hours why get x amount of engaged leads or lead Getters a how warm or cold Outreach content a Deeds how much 100 or until you hit your goal how many number of follow-ups or times retargeted how long 100 days or until you hit your goal step hash four do this daily action until you have enough money to afford paying someone else to do it step hash five when you do go back to Step One make employees your new Target lead type and repeat steps one four until you have the help you need then scale again

conclusion lots of pages so many ideas were almost at the end but you don't have any more leads what gives answer reading doesn't get people interested in the stuff you sell advertising does if you're not telling anyone about the stuff you sell then you aren't getting anyone interested in the stuff you sell period This chapter laid out the plan to advertise in the simplest way I could work open to goal structure your day to make open to goal possible create and commit to that goal with the one-page advertising checklist many skip planning or worse they

write a 100 page plan that never gets used so skip the atrocious waste of time that is writing pages of baloney harness the power of laying out your Action steps on a single page it leaves little room for excuses distractions and delusions you either did the stuff or you didn't you can fill out your one-page advertising checklist in about five minutes and once the Naked Truth stares back at you all you have left is to do it the roadmap putting it all together zero to 100 million dollars a leader must aim high see big judge

widely thus setting himself apart from the ordinary people who debate in narrow Confines Charles de Gaulle French president during World War II to get to where you want to go it pays to know what lies ahead so in this chapter I describe the phases you will go through as you scale your advertising acquisition.com uses this roadmap to scale our portfolio companies from a few million a year all the way to 100 million plus these levels will help you identify where you are on the Advertising totem poll so you know what to do to get to

the next level level one your friends know about the stuff you sell to start getting engaged leads you make one offer to one avatar on one platform the moment you get engaged leads is the moment you can start making money for me this started with reaching out to everyone I knew primary action warm Outreach level two you consistently let everyone you know About the stuff you sell you know the exact inputs to get an Engaged lead with your chosen advertising method and by scaling those inputs you get consistent customers with it but the consistent customers

come from maximizing your personal work capacity for me on top of warm reach outs I maximize my personal work capacity with paid AIDS using a case study as my lead magnet but looking back I wish I would have started with posting free content so I suggest that Primary actions do as much warm Outreach and post as much content as you can consistently level three you get employees to help you do more advertising you've maxed your personal advertising inputs but not the platform and if you want more engaged leads that can only mean one thing doing

more for me I hired a videographer and a media buyer to take most of the paid ads work off my plate primary action You hire people to advertise profitably on your behalf level 4 your product is good enough to get consistent referrals you continue building Goodwill and shoot for getting 25 percent or more of your customers from referrals now you've set yourself up to ramp your advertising again but to make that work you have to get more serious about hiring a team to make it happen this is when I realized that my ads were Shut

off but I was still getting referrals every week so I doubled down on referrals I built Goodwill using customer feedback to update my product every two weeks I also started a strong referral program with big incentives at the same time primary actions focus on your product until you get consistent referrals then go back to same time primary actions focus on your product until you get consistent referrals then Go back to scaling your advertising with a bigger team this is where most people mess up they let their products slip and never recover level five you advertise

in more places and more ways with more people first you expand to new audiences on your best platform then you make ads with all placements and media types the platform supports and after your team can get consistent results you expand your team again to add another platform lead getter or core 4 activity for me I Hit two birds with one stone I expanded my paid ads to include potential Affiliates and this paved the way for my affiliate programs primary action advertised profitably using at least two methods on multiple platforms level six you hire Killers your

Executives grow departments specific to an advertising method or platform without you and you're not looking for potential you're looking for experienced leaders specializing in exactly what you want we Capped here it took me three years to figure out two things one that I needed veteran Executives with experience suited to my problems and two that they needed stronger incentives but by the time I realized this I sold those companies once I started acquisition.com I realized the power of expanding the pie to get more of the right people invested in winning this is how we cross dollar

100 am then 200 million in portfolio revenue and Beyond Primary action get battle-hardened Executives and department heads to take over new advertising activities and channels Pro tip higher experience not potential I tried cold reach outs twice before it worked the third time the main difference the person I hired to run it first I tried someone external with experience that failed then I tried internally with no experience that failed then finally I hired internally With experience that worked since it's a people-heavy operationally complex machine the person you hire to manage the team matters a lot pick

experience they should know more than you do if you're not learning from them in the interview you've got the wrong person level seven I'll come back and edit this chapter once I cross a billion I promise I'll send the lessons as soon as I have them You have my word last points I know this looks clean but it never is real business is messy it takes a lot to find what audiences lead magnets methods and platforms work best and you can only find out what works if you try so you have to try a lot

of different things a lot of different ways for a long enough time to know for sure nobody can ever know the absolute best thing to do but I do know this the more you advertise the more people find out about The stuff you sell the more people who know about the stuff you sell the more people will buy it this is the key to the dollar 100m leads machine the 100 million plus lead machine let's look into your future your business makes 100 million dollars annual revenue it's great to have a clear picture of what

the 100 million machine looks like let's have a look shall we first and Foremost your advertising fires on all cylinders your media team scales tons of free content in all media Types on many platforms you regularly make offers to your warm audience to get more customers or Affiliates your ravenous audience makes anything you launch immediately profitable you have teams running and scaling profitable paid ads across multiple platforms your cold Outreach team gets you more customers you have an affiliate Manager launching and integrating all new Affiliates you have recruiters and recruiting agencies bringing in more lead

Getters your product is so good that a third of your customers bring you more customers your executive team drives all this growth without you and you have more engaged leads than you can possibly handle how long does this take for business owners who know what to do Anywhere from five to ten years building something great even if you know exactly what to do takes time and so many like to trumpet overnight success but looking behind the curtain tells a different story it took my wife and I more than 10 years of our best effort to

cross the first 100 million dollars in net worth so the bigger your goals the longer your time Horizons need to be you want to play games where if you wait you win if A decade in a page Simplicity is the ultimate sophistication Leonardo da Vinci we've covered a lot and I think organizing what we learned into one place helps it sink in so I made this back of the napkin list of what we've covered and why one how to define a lead from this point forward now you know what you're after engaged leads not just

leads two how to turn leads into engaged leads with an offer or lead magnet and how to Make them three the core 4 the only four ways we can let people know about the stuff we sell in a how to reach out to people who know us ask them if they know anybody Fiat how to post publicly hook retain reward a give until they ask see how to reach out to strangers lists personalization big fast value volume D how to run paid ads to strangers targeting call outs what who wins cta's client financed acquisition four

Maximizing the core four more better new a what keeps us from doing what I'm currently doing at 10 times the volume then solving for that b finding the constraint in our advertising then testing until it frees the constraint then doing more until it gets constrained again five the four lead Getters customers employees agencies and Affiliates a how to get customers to refer other customers B how to get employees to scale your advertising Without You C how to get an agency to teach you new skills D how to get Affiliates launched an integrated six when advertising

in the real world the rule of 100 and open to goal a the five step one-page advertising plan to get more leads today seven the seven levels of advertisers and the 100 million dollars leads machine in action As I promised in the beginning the result of these bullets is more better cheaper reliable engaged leads I hope this book provides you utility I hope as a result of reading this you know how to get more leads than you currently are and I hope I unmask the mystery behind lead getting also since you are one of the

few who actually finish when you start I want to leave you with a Parting Gift a fable that has gotten me through my hardest Times the many sided die imagine you and a friend play a dice rolling game you are each given one die one of the die has 20 sides the other has 200 on each die only one side is green and the rest are red the point of the game is simple roll green as many times as you can the rules of the game are as follows you can't see how many sides you

have you can only see if you roll red or green if You roll green one of your red sides turns green and you get to roll again if you roll red nothing happens and you get to roll again the game ends when you stop rolling and if you stop rolling you lose what do you do you roll when you roll red you pick up the die and roll again when others roll green you pick up your die and roll again when you roll green you pick up the die and roll again you keep telling yourself

one thing the More I roll the more greens I get you roll green once in a while but as more red sides turn green the greens happen more with enough rolls hitting green becomes the rule rather than the exception what does your friend do he rolls a few times and hits red each time he sees you roll a green and complains that you must have a die with fewer sides he reasons it's the only way you could have rolled green before him and although you did you also rolled many More times so which is it

in either case he rolls a few more times in frustration and hits a green but then he complains about how long it took he spent more time watching you and complaining than actually playing meanwhile you've hit your green streak it's so much easier for you he tells himself you get greens every time this game is rigged so what's the point he quits so who got the die with 20 sides who got the die with 200 sides if you Get the game then you see once you roll enough times the die you're given doesn't matter die

with fewer sides might roll green sooner die with more sides might roll green later but a die with a green side always has a chance of Rolling Green if you roll it every die hits its green streak when rolled enough times all of us get a many-sided die and looking at the other players you have no idea if it's their 100th roll or their hundred thousand Times you don't know how good other players are when they start you can only see how well they do now but if you understand the game you also know it

doesn't matter a few begin playing early others begin much later the rest sit on the sidelines complaining about how lucky the players are I guess so but they're luckier because they play and when they hit red which they do they didn't quit they rolled again Learning to advertise is a lot like the game of the many said die you do not know if it will work until you try and when you start advertising you will probably hit red on your first rolls but if you try enough times you will hit green and when it works

you have a better chance of getting it to work again the more you do it the easier it gets you begin to understand the game no matter how many players there are with a number of sides on the die you're given You start to see the only two guarantees one the more times you roll the better you get two if you quit you lose so here's my final promise you cannot lose if you do not quit that sums up Alex hormozzi's second book 100 million leads thank you for listening subscribe to our Channel if you

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